国际营销专业英语课件江春 ISBN9787810787369 PPTUnit Twenty two.pptVIP

Marketing in the International Context Definition of International Marketing International marketing: multinational process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives -- AMA (American Marketing Association) Characteristics of International Marketing characteristics of international marketing: 1. tangible products, concepts, services are to be exchanged 2. apply to market, business transactions, international nonprofit marketing, the marketing of governments and of religions 3. determine consumer’s needs before creating a product 4. “place” is just a part of the marketing mix 5. four Ps must be integrated and coordinated across countries International Dimensions of Marketing Domestic Marketing: marketing practices within a country Foreign Marketing: encompass the domestic operations within a foreign country Comparative Marketing: analytical comparison of marketing methods used in two or more countries International Dimensions of Marketing (cont’d) International trade: the flow of goods and capital across national borders International Marketing: micro level of the market and uses the company as a unit of analysis Multinational Marketing: one step further of international marketing Management Orientations Ethonocentricity a strong orientation toward the home country use the home base for the production centralization of decision-making Polycentricity a strong orientation to the host country significant degree of decentralization Geocentricity -- the most important a compromise between the egocentricity and polycentricity consider the whole world not any particular country Standardization vs. Adaptation Standardization standardization: a product originally designed for a local market is exported to other countries