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LESSONLESSON16-116-1GOALSGOALS

Describe the nature of Describe the nature of markets.markets.

Identify trends that Identify trends that influence global influence global marketing opportunities.marketing opportunities.

MARKETING AROUND THE WORLD

2

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International Markets

Consumer marketsOrganizational markets

Also called commercial markets or business-to-business marketing

Job creationEconomic expansion

3

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Global Marketing Opportunities

Expanded communicationsTechnologyChanging political situationsIncreased competitionChanging demographics

4

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The Marketing Process

Carry out the marketing plan

Plan the marketing strategy for the marketing mix based on marketing research

Identify business opportunities

Evaluate potential demand and consumer behavior patterns

5

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The Marketing Process

Carry out the marketing planCarry out the marketing plan

Plan the marketing strategy for the marketing mix based on marketing researchPlan the marketing strategy for the marketing mix based on marketing research

Evaluate potential demand and consumer behavior patternsEvaluate potential demand and consumer behavior patterns

Identify business opportunitiesIdentify business opportunities

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LESSONLESSON16-216-2GOALSGOALS

List the four elements of List the four elements of the marketing mix.the marketing mix.

Describe a marketing Describe a marketing plan and its use in global plan and its use in global marketing activities.marketing activities.

THE MARKETING MIX AND THE MARKETING PLAN

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The Marketing MixProductGoodsServices

DistributionTransportationStorageWholesalingRetailing

PromotionAdvertisingPersonal sellingPublicitySales promotions

PriceValue to consumerProduction costs

The Marketing

Mix

8

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Marketing of Services

Consumer servicesCommercial servicesDistribution of services

9

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The Marketing Plan

Company goalsDescription of customers and their needsInformation about competitorsInformation about trends

—economic, social, legal, and technologicalFinancial and human resources availableTime line of actions to be takenMethods for measuring success

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LESSONLESSON16-316-3GOALSGOALS

Explain the international Explain the international marketing environment.marketing environment.

Identify factors that Identify factors that influence consumer influence consumer behavior in different behavior in different countries.countries.

Describe the methods used Describe the methods used to segment markets and to segment markets and identify a target market.identify a target market.

PLANNING GLOBAL MARKETING ACTIVITIES

11

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The Marketing Environment

GeographyEconomic conditionsSocial and cultural influencesPolitical and legal factors

12

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Consumer Behavior

Physical and emotional needsGeographic and demographic factorsPersonality and psychographic factorsSocial and cultural factors

13

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Selecting a Target Market

Market segmentsAchieversStriversTraditionalists

Target market