International_Marketing.ppt

International Marketing Some Questions Some famous transnational companies operating in China, the advertisement of their products are the same or different? What is international marketing? What is the difference between domestic marketing and international marketing? Contents Marketing “Finding the needs of the consumers and satisfying them” International marketing International marketing: 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. Differences between marketing and international marketing Environment Competition, legal restraint, government controls, weather, fickle(多变的) consumers… Marketing mix营销组合 A comprehensive plan or strategy: 4Ps Product: special appeal for consumers in aspects like quality, utility or image Price: take costs, rivals’ prices（对手价格）and pricing regulations into account Promotion: making a product and its benefits known and stimulating consumers demand for it Place: channels of distribution and timely transportation, make goods and services available 4Ps and 4Cs Product Price Promotion place Customer needs and wants Cost Communication convenience Problems in international marketing Modified products and promotional methods Turbulent and unpredictable foreign market environments might be. Long distribution channels and many intermediaries. International marketing managers’ marketing skills. Diverse national laws (advertising, consumer protection, sales promotions, direct marketing, etc), Careful pricing decisions due to currency exchange rate fluctuations. More expensive market research, can be extremely problematic. Competitors’ behavior may be difficult to observe. Special packaging and labeling … International product policy Product modification（产品规划） Product standardization（产品标准化） Business case Jack Hall is very proud of his wife, Mary, because she is an understandin