《I-Marketing》 南京大学mkt1.ppt

InternationalEnvironment:,INTLMKTGOVERVIEWIntlmarketingistheprocessofplanning,conductingtransactionsacrossnationalborderstocreateexchangesthatsatisfytheobjectivesofindividualsandorganizations.,InternationalEnvironment:,TheImportanceofWorldInternationalTrade:-thescopeofitsexpansion-theopeningupofnewmarketsintherestructuringandemergingeconomies-thelevelofcompetition-rationalallocationofresources-increasesthecooperationofcountries,InternationalEnvironment:,INTLMKTGOVERVIEWMinicase1.2:DiscussionTopic:CorkversusPlasticDiscusstheprosandconsofglobalcompetitionasrelatedtothestoryoftheeffectofcompetitionbetweentheSeattlebasedSupremeCorpIncandthePortuguesebasednaturalcorkincorporation.Relateyourdiscussionstoenvironmentalsafety,theconcernsofsmalltraditionalexportersandtotheglobalconsumeratlarge.,TheEffectofGlobalLinkage,AfreezeinBrazilanditseffectsoncoffeeproductionarefeltaroundtheworldascoffeebecomesscarceanditspricerises.AdeclineinthevalueoftheMexicanpesoaffectedfinancialmarketsinallemergingeconomiesandimpactedPoland,Hungary,andtheCzechRepublic.,TheEffectofGlobalLinkage,-ThePoliticalTurmoilinMiddleEastAffectstheStockmarketinNewYork-TheinstabilityofgovernmentsinLatinAmericaaffectstheUSeconomy-ThedevaluationoftheUS$affectsthewholeworld-WTOspositiononChinaimpactsthepricesoflabor-intensiveproductsglobally.,TheLinkbetweenDomesticandInternationalTradeGrowth,StructuralChangesofExport,TheImportanceofExportfortheAmericanEconomy,-1outofevery3U.S.farmacresisproducingforexport1ofevery6U.S.manufacturingjobsproducesforexport$1ofevery$7ofU.S.salesgoesabroad1ofevery3cars,9outof10TVs,2outof3suits,andeveryVCRsoldintheU.S.isimported.Travelandtourismisthe#1sourceofU.S.foreignexchange.,OpportunitiesandChallenges,Changeanddiscontinuityrequiresactiveresponses.Internationalactivitymaybecrucialtoafirmssurvivalandgrowth.Internationalopportunitiesrequirecarefulexploration.Firmsandindividualsmustbecapableofadaptingtotheenvironment.Isolationisimpossibletoday.Riskfactors,TargetMarket,TargetMarketSelection,Organization,Occupants,Occasions,Objectives,Opposition,Operations,Outlets,Objects,MarketingManagement,PlaceDistributionPolicy,PricePricingPolicy,PromotionCommunicationPolicy,ProductProductPolicy,TargetMarket,TheMarketingProcess,StagesintheMarketingProcess,Analysis:CollectdataontheeightOsfromdatasources-primaryandsecondary,internalandexternal,formalandinformal.Screendataforopportunitiestoemploycompanyresourcesforcompetitiveadvantage.,Planning:Developamarketingplanwhichincludesasituationanalysis,goalsandobjectives,long-termstrategiesandshort-termtactics,costandprofitestimates,andanticipatedchangesinorganizationalstructure.,Implementation:Takeactionstoputtheplanintoaction.Adjustimplementationactivitiestoaccountforenvironmentalchangesinmarketconditions.,Control:Useannualplanning(salestoforecast),profitability,andefficiencycontrolstomonitortheplanssuccessesandfailures.,GeographicalPerspectives,GeographicQuestions,Region,Location,Place,Interaction,Movement,Climate,TheGlobalMarket:ACurseandBlessing,AnAmericanmarketanalysiswassenttooneoftheAfricancountriestoanalyzeandestimatethemarketpotentialforAmericanmadeshoes.Theexpertcamebackfromhistripandinhisdebriefingsession,hesaidthatthereisnohopeforsellingshoesasalmostallcitizensarewalkingbare-feet.Anothermarketanalystwenttothesameplaceandcamebackwithadifferenttone.Thesecondanalystconcludes,“letsgetthereassoonaspossibleasthemarketisjustanocean.”Discusswhythereportsfrombothmarketersaremisleading.Whatkindofproducts(beyondshoes)canyousellindevelopingcountries?Refertotheinfoin1.4,p11tex