市场营销学英文课件ch03精品教案课件讲义下载后可编辑.pptVIP

DEVELOPINGAGLOBAL VISION External Environment Facing Global Marketers External Environment: Social Culture: Set of values shared by group that determine what is socially acceptable, including social structure assumptions and attitudes personal beliefs and assumptions interpersonal relationships Economic Environment Stages of Development Traditional Society Pre-Industrial Society Takeoff Economy Industrializing/Developing Fully Industrialized Society Buying Power Gross National Product- total value of goods and services produced in a particular country Per capita income- income per person in a particular country Currency Exchange rate-price of currency in terms of another country Other Environments Political and Legal Environment: How much control exerted over private organizations? Attitude toward foreign business? Political Stability? Technological Environment Levels of Technological Development Available Infrastructure Other Environments Competitive Environment Government involvement in competition Ownership of competitors: local, foreign, government Natural Environment Resources Available Deciding Which Markets to Enter Need to first define international marketing objectives and policies Generally, company should enter fewer countries with a deeper commitment and penetration in each when market entry control costs high product communication adaptation costs high population, income size growth high in initial countries chosen Dominant foreign firms establish high barriers to entry. More about deciding which markets to enter Some groups of countries to consider Triad Markets: United States, Western Europe and Far East Regional Free Trade Zones European Union--offers trade opportunities for US and other non-European nations NAFTA--includes US, Canada and Mexico, but will likely expand to include South American countries More about deciding which markets to enter: Consider Markets that have psychic proximity Markets that are high on market attractiveness