© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS LESSON16-1 GOALS Describe the nature of markets. ...
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Transcript of © SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS LESSON16-1 GOALS Describe the nature of markets. ...
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© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS
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
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© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS
International Markets
Consumer marketsOrganizational markets
Also called commercial markets or business-to-business marketing
Job creationEconomic expansion
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© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS
Global Marketing Opportunities
Expanded communicationsTechnologyChanging political situationsIncreased competitionChanging demographics
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© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS
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
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© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS
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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© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS
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
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Marketing of Services
Consumer servicesCommercial servicesDistribution of services
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© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS
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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© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS
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
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The Marketing Environment
GeographyEconomic conditionsSocial and cultural influencesPolitical and legal factors
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Consumer Behavior
Physical and emotional needsGeographic and demographic factorsPersonality and psychographic factorsSocial and cultural factors
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Selecting a Target Market
Market segmentsAchieversStriversTraditionalists
Target market