国际营销英文版最新版教学课件unit13

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国际营销英文版最新版教学课件unit15

Channel-of-Distribution Structures 2 of 5
Import-Oriented Distribution Structure
• Importer controls fixed supply of goods
• Limited supply sold at high price to small group of customers • Demand for products exceeds supply • Market penetration and mass distribution not necessary
• Japanese system changing
• U.S. government’s Structural Impediments Initiative, deregulation, Walmart causing some changes
• Ultimately, local merchants must demand quality products and competitive and fair prices
• Ideally, company will control or be involved in process through various channel members to final consumer
• Selection of middlemen a high priority
Exhibit 15.3 International Channel-ofDistribution Alternatives
Channel-of-Distribution Structures 5 of 5

全球营销英文版最新版教学课件第1章

~Jagdish Bhagwati~
1-6
Global Industries
• An industry is global to the extent that a company’s industry position in one country is interdependent with its industry position in another country
we leave it alone. This is focus.”
~Helmut Maucher, former chairman of Nestlé SA~
1-8
GLOBAL MARKETING: What It Is & What It Isn’t
Single Country Marketing Strategy
– Often referred to as multinational
– Leads to a localized or adaptation approach that assumes products must be adapted to local market conditions
1-18
Coca Cola spent $5 billion worldwide on promotions and marketing in 2010
1-7
Competitive Advantage, Globalization
• Focus
& Global Industries
– Concentration and attention on core business and competence
The British Invasion of the music world was led by the Beatles who first toured the U.S. in 1964.

全球营销英文版最新版教学课件第13章

- William Roedy, Director, MTV Europe
13-6
Spending, 2011
13-7
Standardization vs. Adaptation
• Primary Issue
– Must the specific advertising message and media strategy be changed from region to region or country to country?
• Emotional approach – Tugs at the heartstrings or uses humor
13-19
Advertising Appeal
• Selling proposition
– The promise or claim that captures the reason for buying the product or the benefit that ownership confers
-Trevor Edwards, VP for global brand and category management at Nike
13-4
Globalization and Product Cultures
• Products such as coffee and beer have emerged as true global products
• Buyer perception
– What kind of brand awareness does the company want to project?
13-16
Creating Global Advertising

营销英语课件第13-14章

Keeps Consumers
to Another
Thinking About a Product
i.e. Avis vs. Hertz
i.e. Coca-Cola
13-12
Advertising objectives can be classified by primary purpose: to inform, persuade, or remind. Think of examples of ads that address each of these objectives. Using Table 13-1, discuss why your examples fit the chosen objective.
Informative Advertising
Persuasive Advertising
Inform Consumers or
Build Selective Demand
Build Primary Demand
i.e Sony DVD Players
i.e DVD Players Advertising Objective
Selecting specific media vehicles.
Specific media within each general media type.
Deciding on media timing.
Scheduling advertising over the course of a year.
Public Relations
Very Believable, Dramatize a Company or Product, Underutilized

国际市场营销英文ppt课件

D. Capture value from customers to create profits and customer equity E. Understand the marketplace and customer needs and wants
1-14
2.(1 )International Marketing(P10)
1-24
5) Developing a Global Awareness
To be globally aware is to have: tolerance of cultural differences knowledge of cultures, history, world
market potential, and global economic, social, and political trends
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.

国际市场营销(英文版全套课件)

• Definition • Process: Strategic and Tactical Marketing
Fundamentals of International Business
• • • • Trade theories Country factors Regional integration Foreign exchange market
Global Awareness
Means • Tolerance of cultural differences and • Knowledge of cultures, history, world markets and global economic, social and political trends
IM Definition
• International Marketing is the performance of business activities designed to plan, price, promote and distribute company’s products to customers in more than one country for profit. (adapted from CGB)
– International trade theories – Balance of payments
• Protectionism and trade barriers • International institutions
Global Perspective
• Globalization of markets and production is developing • International cooperation is increasing • Economic growth is slowing • Developing economies are catching up • Competition is intensifying

国际市场营销双语-精品.ppt

国际市场营销学
2
Marketing Promotion
国际市场营销学
3
内容简介 Learning Objectives
1. The changing face of U.S. business 2. The scope of the international marketing task
3. The increasing importance of global awareness
风险大, 难度大 Higher Risk and More Difficulties
国际市场营销学
9
1.2 国际市场营销与国际贸易
International Marketing & International Trade
国际贸易：国家之间有形产品与无形服务的交换活动
Exchange of the visible products and invisible services among the nations 国与国之间分工的结果
Outcome of the International Labor Division
国际市场营销学
10
国际贸易与国际营销的共同点
What are in common for the both?
经营活动的目的：获取利润
Business Purpose: Earning profit 交换对象：商品和劳务
Marketing and International Marketing
Marketing is a social and managerial process by which individuals and groups obtain what they need and wue with others.

国际市场营销英文版PPT课件

Sociocultural Environment
• Sociocultural environmrnt 1) high persistence core cultural
values 2) existence of subcultures 3) shift of secondary cultural values through time
4
Economic Environment
I The economic environment for marketing comprises the overall economy
II It includes: Business cycles Spending patterns Consumer income issues
• It provides important opportunities to improve customer value
Prosperity production employment demand
Recession production employment demand
Recovery production employment demand
• Consumer Income It influences whether or not consumers 6
5
• Business cycles and Spending patterns Spending patterns are linked to the
business cycle. The level of business activity that moves from prosperity to recession, to recovery.

大学课程国际营销Chapter13

大学课程国际营销Chapter13Chapter 13—Distribution ManagementTRUE/FALSE1. The best kinds of distributions systems are those that are flexible and are able to adjust to marketing conditions.ANS: T PTS: 1 DIF: Easy REF: p. 4062. An intermediary is a person assigned in a company to track shipping of products.ANS: F PTS: 1 DIF: Moderate REF: p. 4063. Because most marketers have a vested interest in the distribution of their products, they control the distribution systems from manufacturer to customer.ANS: F PTS: 1 DIF: Moderate REF: p. 4064. A firm's international market experience will cause variation in distribution patterns.ANS: T PTS: 1 DIF: Easy REF: p. 407Knowledge of general business functions5. Because only a few products are sold directly to ultimate users, an international marketer has to decide on alternative ways to move products to chosen markets.ANS: T PTS: 1 DIF: Moderate REF: p. 4086. Channel width is determined by the number of institutions of each type in the channel.ANS: T PTS: 1 DIF: Moderate REF: p. 4087. Intermediaries focus on sales and promotional activities.ANS: F PTS: 1 DIF: Moderate REF: p. 4108. Foreign legislation affecting distribution and agents is an essential part of the distribution culture of a market.ANS: T PTS: 1 DIF: Easy REF: p. 4119. Channels used by competitors may be the only product distribution system that is not accepted by both the trade and consumers.ANS: F PTS: 1 DIF: Moderate REF: p. 41210. Management considerations have no effect on channel design.ANS: F PTS: 1 DIF: Moderate REF: p. 41311. Staple items tend to have short channels.ANS: F PTS: 1 DIF: Easy REF: p. 41412. Cost is the expenditure that is closely related to the capital dimension and is included at the beginning of establishing the channel.ANS: F PTS: 1 DIF: Moderate REF: p. 41513. The term coverage is used to describe both the number of areas in which the marketer's products are represented and the quality of that representation.ANS: T PTS: 1 DIF: Moderate REF: p. 41514. As ex porters’ experience base and sales in the market increase, an intermediary’s specialized knowledge and working relationships are needed.ANS: F PTS: 1 DIF: Moderate REF: p. 41615. Communication is an important consideration in channel design.ANS: T PTS: 1 DIF: Moderate REF: p. 41716. Distributors do not purchase the product and therefore they have less incentive to move the product through the channel.ANS: F PTS: 1 DIF: Moderate REF: p. 41817. It is better to have a bad distributor than having no distributor in a major market.ANS: F PTS: 1 DIF: Easy REF: p. 41918. The easiest source for the firm seeking to establish a relationship with an intermediary is to consult a trade directory.ANS: T PTS: 1 DIF: Moderate REF: p. 42019. The characteristics of the sales force and the number of sales offices are good qualitative indicators of the distributor’s market coverage.ANS: F PTS: 1 DIF: Moderate REF: p. 42420. Distributors derive compensation from various discounts, such as the functional discount, whereas agents earn a specific commission percentage of net sales.ANS: T PTS: 1 DIF: Moderate REF: p. 42521. The closer the channel relationship is to a distribution partnership, the more likely marketing success will materialize.ANS: T PTS: 1 DIF: Moderate REF: p. 42722. In international marketing, manufacturers and distributors are usually dependent entities. ANS: F PTS: 1 DIF: Easy REF: p. 42823. Gray marketed products vary from inexpensive consumer goods to expensive capital goods. ANS: T PTS: 1 DIF: Moderate REF: p. 42924. Gray market flows have increased as current barriers to trade are being eliminated.ANS: T PTS: 1 DIF: Moderate REF: p. 43025. Channel relationships do not have a life cycle.ANS: F PTS: 1 DIF: Moderate REF: p. 43326. Privacy has not been a concern with regard to e-commerce in international markets because of the increase in government scrutiny of these transactions.ANS: F PTS: 1 DIF: Moderate REF: p. 436MULTIPLE CHOICE1. In export marketing, which new dimension is added to the task in addition to making market specific decisions?a. The import channel decisionb. The dual channel decisionc. The hybrid channel decisiond. The export channel decisionANS: D PTS: 1 DIF: Moderate REF: p. 4062. Which of the following is one of three flows of the marketing channel?a. Psychologicalb. Physicalc. Geographicald. EnvironmentalANS: B PTS: 1 DIF: Easy REF: p. 4073. Which of the following does an agency intermediary do?a. Take title (temporary ownership) of the goods.b. Physically handle the goods.c. Purchase and receive the goods, warehouse and transport the goods.d. Act only to facilitate the information about the goods.ANS: D PTS: 1 DIF: Difficult REF: p. 4074. What is the main reason to use an intermediary when introducing an internationally marketed product into a new foreign market?a. Intense competitionb. Fighting of possible retailing expendituresc. To gain quick, easy, and relatively low-cost entryd. Sensationalize the installment precedentANS: C PTS: 1 DIF: Difficult REF: p. 4085. Channel design is determinedby factors that can besummarized as the 11 Cs. Which of the following is on the 11 C's checklist?a. Countryb. Company objectivesc. Consumerd. CorporationANS: B PTS: 1 DIF: Moderate REF: p. 4086. What is the most likely scenario for an international product introduction?a. To be English based and only deal with American intermediaries.b. Concentrate efforts on only the most attractive markets.c. Personalize the packaging for individuals.d. Preplan the marketing allocation to include customization.ANS: B PTS: 1 DIF: Moderate REF: p. 4087. Which of the following is an external determinant of channel structure relationships?a. Coverageb. Culturec. Costd. CapitalANS: B PTS: 1 DIF: Easy REF: p. 4088. What direct threat does the Internet pose to intermediaries?a. The service offeringsb. Institutionalization of the duty paid on electronic transactionsc. The possibility of elimination of intermediariesd. The high functioning speedANS: C PTS: 1 DIF: Moderate REF: p. 4099. Existing channel structures which must be consideredwhen planning a distribution system are called:a. channeling.b. precursors.c. distribution culture.d. interagency agreements.ANS: C PTS: 1 DIF: Moderate REF: p. 40910. In the internationalization of retailers, reconfiguring the retailing approach across markets with consistent core and focus on scale is the objective of the:a. concept exporter.b. business exporter.c. skills exporter.d. superior exporter.ANS: B PTS: 1 DIF: Moderate REF: p. 41211. When would multiple channels of distribution be best implemented?a. When selling direct to the consumerb. When selling direct to the manufacturerc. When selling direct to the producerd. When increasing the sales volumeANS: D PTS: 1 DIF: Easy REF: p. 41312. Generally, the more specialized, expensive, bulky, or perishable the product and the more after-sale service it may require:a. the longer the channel.b. the more intermediaries would be involved.c. the shorter the channel.d. no intermediaries are involved.ANS: C PTS: 1 DIF: Moderate REF: p. 41413. Which channeling strategy features sharing of marketingfunctions, with the manufacturer handling promotion and customer generation, and the intermediaries, sales and distribution?a. Channel modification strategyb. Channel shift strategyc. Dual channel strategyd. Hybrid channel strategyANS: D PTS: 1 DIF: Moderate REF: p. 41414. Financial requirements in setting up a channel system are called:a. capital.b. investment.c. costs.d. expenses.ANS: A PTS: 1 DIF: Easy REF: p. 41415. The expenditure incurred in maintaining a channel once it is established is referred to as:a. price.b. cost.c. outlay.d. capital.ANS: B PTS: 1 DIF: Easy REF: p. 41516. The number of areas in which the marketer's products are represented and the quality of that representation is known as:a. distribution.b. logistics.c. promotion.d. coverage.ANS: D PTS: 1 DIF: Moderate REF: p. 41517. There are three different approaches to coverage. Identify one of the following that is not atype of coverage.a. Extensiveb. Intensivec. Selectived. ExclusiveANS: A PTS: 1 DIF: Easy REF: p. 41518. Which of the following coverage approaches calls for distributing the product through the largest number of different types of intermediaries and the largest number of individual intermediaries of each type?a. Extensive coverageb. Selective coveragec. Intensive coveraged. Exclusive coverageANS: C PTS: 1 DIF: Easy REF: p. 41519. The looser the relationship is between the marketer and intermediaries, the less control the marketer can exert. Therefore, the longer the channel:a. the quicker products are taken to market.b. the more chance of the relationship becoming tighter.c. the more difficult for the marketer to have a final say in pricing and promotion.d. the essentials of staffing prescreening are required.ANS: C PTS: 1 DIF: Moderate REF: p. 41620. Which of the following is considered the most long-term of the marketing mix decisions?a. Pricingb. Promotionc. Channel designd. ProcessANS: C PTS: 1 DIF: Easy REF: p. 41721. Continuity can be expressed through visible market commitments such as all of the following except:a. sending in technical or sales personnel.b. staffing the sales subsidiaries with expatriates to help communicate that the company isthere for the long term.c. setting up wholly-owned sales subsidiaries from the start.d. offering training.ANS: B PTS: 1 DIF: Moderate REF: p. 41722. The extent to which each of the two entities in a relationship is familiar with the other’s ways of operating is:a. cultural distance.b. ethical distance.c. social distance.d. traditional distance.ANS: C PTS: 1 DIF: Easy REF: p. 41723. This group is typically organized along product lines and provides the international marketer with complete marketing services.a. Distributorsb. Enhancersc. Channel motivatorsd. AgentsANS: A PTS: 1 DIF: Moderate REF: p. 41824. This category of export marketing strategy requires the marketer to make an investment in the foreign market for thepurpose of selling its products in that market or more broadly.a. Indirect exportingb. Direct exportingc. Integrated exportingd. Subsidiary exportingANS: C PTS: 1 DIF: Moderate REF: p. 41825. Which type of intermediary may sell in his/her own name but for an undisclosed principal?a. Commission agentb. Del credere agentc. Commissionariod. Domestic wholesalerANS: C PTS: 1 DIF: Moderate REF: p. 41826. Which of the following is a foreign direct agent?a. Managing agentsb. Webb-Pomerene associationsc. EMCsd. Commission agentsANS: A PTS: 1 DIF: Moderate REF: p. 41927. In choosing an international distributor, the distributor’s existing product lines should be analyzed along all of the following dimensions except:a. quantity.b. competitiveness.c. compatibility.d. complementary nature.ANS: A PTS: 1 DIF: Easy REF: p. 42428. Which of the following are a small fee to expedite paperwork through customs and are not considered as violations?a. Balance of paymentsb. Facilitating paymentsc. Deferred paymentsd. Floating paymentsANS: B PTS: 1 DIF: Moderate REF: p. 42529. In managing channel relationships, which of the following is indicated as a complicating factor that may separate the two parties?a. Ownershipb. Societal normsc. Demographic segmentsd. Political parametersANS: A PTS: 1 DIF: Moderate REF: p. 42730. Which of the following is a performance problem associated with separate ownership?a. Communication blocksb. Negative attitudes toward foreignersc. Divided loyaltiesd. Vertical trading restrictionsANS: C PTS: 1 DIF: Moderate REF: p. 42831. Parallel importation refers to authentic and legitimately manufactured trademark items that are produced and purchased abroad but imported or diverted to the market by bypassing designated channels. What type of market is this?a. Flea marketb. Black marketc. Gray marketd. Monopolistic marketANS: C PTS: 1 DIF: Easy REF: p. 42932. Which of the following statements about gray markets isfalse?a. Gray market goods can severely undercut local marketing plans.b. In almost all cases of gray marketing, someone in the authorized channel commits a diversion, thus violating the agreements signed.c. Gray markets attract consumers with high price sensitivities.d. Risk tolerance will have a negative i nfluence on consumers’ propensity to buygray-market goods.ANS: D PTS: 1 DIF: Difficult REF: p. 43233. Which of the following is not another name for an e-commerce hub site?a. Virtual mallb. E-marketplacec. Web-spaced. Digital intermediaryANS: C PTS: 1 DIF: Easy REF: p. 43434. Which of the following statements about e-commerce is false?a. Web users are three times more likely to buy when the offering is made in their own language.b. No real consensus exists on the taxation of e-commerce, especially in the case ofcross-border transactions.c. Getting a Web site translated and running is one of the most inexpensive propositions.d. The marketer has to be sensitive to the governmental role in e-commerce.ANS: C PTS: 1 DIF: Difficult REF: p. 43635. Why is the Internet a potential threat to the music industry?a. Information across international lines is easily achievedb. Unrestricted encryption productsc. Due to customization of productsd. Artists can deliver their works directly to customersANS: D PTS: 1 DIF: Difficult REF: p. 437SHORT ANSWER1. What are the three different approaches for coverage that are available tothe international marketer?ANS:Intensive coverage calls for distributing the product through the largest number of different types of intermediaries and the largest number of individual intermediaries of each type. Selective coverage entails choosing a number intermediaries for each are to be penetrated. Exclusive coverage involves only one entity in a market. Generally, intensive and selective coverage call for longer channels using different types of intermediaries, usually wholesalers and agents. Exclusive distribution is conducive to more direct sales.PTS: 1 DIF: Moderate REF: p. 4152. Why is privacy suchan issue in e-business?ANS:Privacy issues have grown exponentially as a result of e-business. Governments are concerned with issues related to security, privacy, and access to the Internet. The private sector argues for the highest possible ability tosafeguard its databases, to protect cross-border transmission of confidential information,and to conduct secure financial transactions using global networks. However, some governments, especially the United States, fear that encryption will enable criminals and terrorist organizations to avoid detection and tracking.PTS: 1 DIF: Difficult REF: p. 4363. How should a marketing channel be designed?ANS:The channel must be design to meet the requirements of the intended customer base, coverage, long-term continuity of the channel once it is established, and the quality of coverage to be achieved. Having determined thebasic design of the channel, the international marketer will then decide on the number of different types of intermediaries to use and how many of each type, or whether to use intermediaries at all, which would be the case in direct distribution. The process is important because the majority of international sales involve distributors, and channel decisions are the most long-term of all marketing decisions.PTS: 1 DIF: Moderate REF: p. 437。

国际营销英文版最新版教学课件unit01

The International Marketing Task
Uncontrollable uncertainty
• Comprised of uncontrollable elements in business environments
• Each international market has own set of factors
Many foreign-controlled companies in U.S.
• Foreign direct investment in U.S. is above $3 trillion • Foreign-owned companies in almost all industries:
• Automobiles (Honda, BMW, Mercedes) • Appliances (LG Electronics, Frigidaire) • Convenience stores and restaurants (7-Eleven, Ben & Jerry’s) • News and entertainment (The Wall Street Journal, Pearle Vision, Universal
Global Commerce Causes Peace 3 of 3
Four Trends Affecting Global Business
1. Growth of the WTO and open trade agreements 2. Developing countries moving toward free trade 3. The Internet, cellular, and networked communication 4. A mandate to manage the global environment for the

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• Market offerings and business-to-consumer (B2C) marketing
• Product adaptation
Quality 1 of 5
Product life cycles becoming shorter and focusing on:
• Importance of quality • Competitive prices • Innovative products
• Predict diffusion time before making financial commitment • Identify product features that provoke resistance • Provide opportunity to lessen resistance and hasten acceptance
Products and Culture 5 of 7
Rate of acceptance or resistance can be predicted Five characteristics of innovation basis
1. Relative advantage 2. Compatibility 3. Complexity 4. Trialability 5. Observability
Quality 2 of 5
Quality Defined
• Market-perceived quality
• Consumer perceptions of quality
• Performance quality
• Firm’s perception of quality • Expected as a given in competitive market • Firms often misrepresent performance quality
13-3 Physical, mandatory, and cultural requirements for product adaptation
13-4 The need to view all attributes of a product to overcome resistance to acceptance
Products and Culture 2 of 7
Innovative Products and Adaptation
• First step to adaptation: consider innovation
• Determine perceived newness of product in intended market • Diffusion of innovation • Goal is product acceptance by largest number of consumers in the
13-5 Country-of-origin effects on product image
International Marketers
Emerging Opportunities and Challenges
• New consumers in emerging markets • Distinction between products and services
Products and Culture 1 of 7
Product is more than physical item
• Bundle of satisfactions or utilities a buyer receives
• Sum of physical and psychological satisfactions, and cultural influences
performance
• Diverse groups initially disadvantaged by communication issues • Once issues overcome, diverse groups produced more ideas
Exhibit 13.1 Average Number of Ideas Put on the Table
• May be damaged as product passes through distribution chain • Challenge for global brands; long distribution chains, less control
• Market-perceived quality matters
• Other factors
• Less economically developed markets require greater degree of adaptation for acceptance
• Climate differences must be accommodated • Law, politics, technology
Quality 4 of 5
Physical or Mandatory Requirements and Adaptation
• Product homologation
• Changes mandated by local product and service standards • Most often reason for adaptation; not out of choice
Quality 5 of 5
Green Marketing and Product Development
• Impacts product development
• Control of packaging component of solid waste • Consumer demand for environmentally-friendly products
• Element of time unique to diffusion research • Goal to shorten lag between introduction and widespread
adoption of idea or product
• Rates of product acceptance and diffusion vary
Jump to long description.
Products and Culture 7 of 7
Production of Innovations continued
• Conflicting opinions on culture’s role in innovation
• One study suggests that individualism enhances creativity • Another suggests that corporate culture, training more important
• Customer satisfaction indexes • “Fair trade” designation • Malcolm Baldrige Quality Award
Quality 3 of 5
Maintaining Quality
• Performance quality is critical
• Impacted by culture, technology, adoption from neighboring countries
Products and Culture 4 of 7
Diffusion of Innovations continued
• Diffusion theory knowledge beneficial
• Psychological aspects may require adaptation of product
• Problems of adapting a product to sell abroad similar to those associated with introducing new product domestically
• Extraneous variables that affect rate of diffusion
• Degree of perceived newness • Perceived attributes of the innovation • Methods used to communicate the data
shortest span of time
• New products not always readily accepted by culture
• May ultimately be accepted, but takes time and effort • Diffusion research shows that probable rate of acceptance can be
Power is shifting from seller to buyer
• Customer defines quality in terms of own needs and resources
• Cost and quality among most important criteria for purchases in most global markets
Analyst’s self-reference criterion may cause bias when interpreting characteristics of product