International-MarketingPPT课件

1、1 Unit 1 2 3 4 5 6 7 8 9 What kinds of problem do companies face when they go international? not understanding local tastes and habits not understanding the structure of local distribution networks 10 What methods can companies use to enter overseas markets? Indirect exporting 间接出口间接出口 Direct export

2、ing 直接出口直接出口 Licensing 许可许可 Joint ventures 合资合资 Direct investment 直接投资直接投资 11 International Marketing Mix Reading 12 13 promotion- 14 15 16 17 18 19 20 changes flavor to suit local tastes cola ignored research and introduced cereal in France; changed consumption patterns breakfast cereal reduced num

3、ber of chassis designs cars Marketing approach ProductCompany (车辆的车辆的)底盘底盘 21 22 adj. 不同的 verb 区别，区分 adj.有区别的；相 区别的 23 24 25 26 27 28 29 30 31 32 33 34 35 Writing Write a memo. 36 What is a memo? The term “memo” (short for memorandum) is used to describe the standard format of internal communication

4、. It usually omits the letterhead, salutation complimentary close and signature block. 37 Memorandum (备忘录备忘录) A Latin word which means “thing to be remembered.” Here it refers to a written record or communication, as in a business office. 38 Functions of a memo A memo may communicate information, an

5、nounce policies, instruct employees, make request, or offer advice. (Memos are rarely sent to other organizations.) 39 Features 1.Use conversational tone. You may use ordinary words, first-person pronouns, but it doesnt necessarily mean that you can be casual with your writing. 2.Be brief. 3. Have s

6、ingle topic 40 Tones of memos? 1. A memo written to a close acquaintance within a company can be very informal, with first names, contractions (缩写缩写), and other signs of informality. 2. A memo written to someone less familiar, particularly to someone in a higher position in the company, can be as fo

7、rmal as any formal business letters. 41 The memo Format “Memorandum” Heading Body 42 Heading 1. To save time and effortin writing, typing, and readingmost memos are written on preprinted forms. 2. These forms vary from company to company, but most include spaces for the receivers name, the senders n

8、ame, the date, and the subject. 3. The preprinted words “to, from, date, and subject” indicate there the appropriate information is to be filled in. 43 Heading Toidentify the receiver of the memo; Fromidentify the sender of the memo; Dateserves as a record of when information is forwarded, requests

9、are made, etc.; Subjectindicate the topic of the memo. 44 Sample heading To: All Staff From: Allen Smith, Administrative Officer Date: November 28, 2005 Subject: Operating Instructions for New Copying Machines 45 Body The body of the memo carries a clearly structured message, which is often written

10、in short numbered paragraphs. The body, including the subject sentence, should be blocked to the left margin. The body should be written in plain English to present readers with an objective and factual description of the topic. 46 Is this a good memo? Read the memo here. 47 Work in pairs: Find the

11、troubles with this memo. 48 Incomplete heading. 2. unclear objective. 3. Imprecise submission deadline. 4. It is not clear what information KLJ wants exactly. 5. Ideas are arranged illogically. 49 Improved version: Subject: Laptop Computers The board urgently requires feedback on our experience with

12、 laptops in Northern Branch. I need to know, for my report: 1. What you personally use your laptop for and your reasons for doing this. If you are doing work that was formerly done by other staff, please justify it. 2. What software you use. Please give the details. 3. How many hours per day you act

13、ually spend using it. 50 4. How your laptop has not come up to your expectations. 5. What unanticipated uses you have found for your laptop that others may want to share. Please fax this information directly to me by 5 pm on Wednesday 7 December. If you have any queries, please contact my assistant, Jane Simmons, who will be visiting you on Tuesday, 6 December. Thank you for your help. 51 As a member of the working group, write a memo to the heads of all of KMBs subsidiar