Ch01 The International Marketing Imperative(国际营与销学-厦门大学 黄维梁).ppt

Developed by Cool Pictures MultiMedia Presentations Copyright ? 2004 by South-Western, a division of Thomson Learning. All rights reserved. The International Marketing Imperative Chapter 1 What is International Marketing? The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations. International Marketing Questions Should I obtain my supplies domestically or from abroad? What marketing adjustments are or will be necessary? What threats from global competition should I expect? How can I work with these threats to turn them into opportunities? What are my strategic global alternatives? World Trade Importance World trade has grown from $200 billion to more than $7 trillion in the past three decades. The Iron Curtain is gone and capitalism has replaced the old economic doctrines. Firms invest on a global scale. Increasingly more difficult to define “where” products come from. New trading blocs are emerging. Global Linkages Global linkages bind countries, institutions, and individuals more closely than ever. World trade opens up entirely new business horizons. Trade and Domestic Growth Rates Trade Growth Domestic Growth SOURCE: International Financial Statistics Yearbook IMF 2000. Domestic Policy Repercussions Considerations Lowering of interest rates, happy U.S. customers but what about impact of countries offering higher interest rate? Agricultural and farm polices. Currency flows. Exchange rates. Meeting International Challenges Be prepared and develop active responses. Develop new strategies. New plans are needed. Adaptation to the new environment and markets. Marketing Manager’s Supporting Tasks Determine the specific target markets. Manage the marketing mix in order to best satisfy the needs of individual target markets. Developed by Cool Pictures MultiMedia Presentations Copyright ? 2004 by South-Western, a division of Thomson Learning. All rights reserved.