-国际市场营销.ppt

文档介绍：国际市场营销
山西财经大学
国际贸易学院药朝诚
International Marketing
第二部分影响国际市场营销的主要因素 Main Impacts on the International Marketing
4 Ps
Political Factors
Economic Factors
Institutional Factors
Cultural Factors
国际市场营销
International Marketing: A Definition
International marketing is defined as the
performance of business activities designed to plan,
price, promote, and direct the flow of pany’s
goods and services to consumers or users in more
than one nation for a profit
Marketing concepts, processes, and principles are universally applicable all over the world
政治因素Political Factors
政治局势 Political Situation
政治制度 Political System
政治政策 Policy and Regulation
政治倾向 Political Inclination
经济因素Economic Factors
经济周期 Economic Cycle
经济政策 Economic Policy
GDP
购买力 Purchasing Power
基础设施 Infrastructure
petitors
文化因素Cultural Factors
宗教 Religions
法律 Legality
商业****惯 Business Practice
社会****俗 Social Custom
语言 Language
教育 Education
其他 and so on
机构因素Institutional Factors
政府部门 Government Offices
大使馆 Embassy
商会 Chamber merce
银行 Banks
非政府组织 NGO
工会 Trade Unions
Classroom Discussion分组课堂讨论
讨论并举例说明跨国公司在其营销活动中所遭遇的不同因素的影响
Find out the true facts about panies in their international marketing
Case 1:Disney’s Failure in Paris
No change in Europe
--- Barred the serving of alcohol
--- Checkout turned into a nightmare
--- Shorter Stay in hotel
--- Less business from gift sales
--- Staff human rights
Case 2: 关于食品标准的争议
在一次“入世”谈判中, 当美国代表团团长理查森指出中国的食品标准太低,还达不到美国的狗食品标准时,引起了中国代表团的愤慨,发生了集体退席抗议的事件。使得时任中国代表团团长的龙永图大为头疼。后来,理查森还专门进行了道歉。
文化差异:美国人视“狗”为友;
中国人则认为是侮辱。
时至今日,中国的食品安全终于暴露出了大问题。