阿姆斯特朗《市场营销学（第13版）》 课件 第 15 章 全球市场.pptx

Marketing:AnIntroductionThirteenthEditionChapter15TheGlobalMarketplaceCopyright?2017,2015,2013PearsonEducation,Inc.AllRightsReserved

LearningObjectives(1of4)15-1.Discusshowtheinternationaltradesystemandtheeconomic,political-legal,andculturalenvironmentsaffectacompany’sinternationalmarketingdecisions.15-2.Describethreekeyapproachestoenteringinternationalmarkets.

LearningObjectives(2of4)15-3.Explainhowcompaniesadapttheirmarketingstrategiesandmixesforinternationalmarkets.15-4.Identifythethreemajorformsofinternationalmarketingorganization.

FirstStop:L’Oréal“TheUnitedNationsofBeauty”L’Oréalbalanceslocalbrandresponsivenessandglobalbrandimpact.

LearningObjective15-1Discusshowtheinternationaltradesystemandtheeconomic,political-legal,andculturalenvironmentsaffectacompany’sinternationalmarketingdecisions.

GlobalFirmOperatesinmorethanonecountryGainsresearchanddevelopment,production,marketing,andfinancialadvantagesthatarenotavailabletopurelydomesticcompetitorsFacesincreasingproblemsHighlyunstablegovernmentsandcurrenciesRestrictivegovernmentpoliciesandregulationsHightradebarriersandcorruption

MajorInternationalMarketingDecisions

LookingattheGlobalMarketingEnvironmentInternationaltradesystemEconomicenvironmentPolitical-legalenvironmentCulturalenvironment

InternationalTradeSystem(1of2)TradebarriersTariffsordutiesQuotasandexchangecontrolsNontarifftradebarriersBiasesagainstthebidsRestrictiveproductstandardsExcessivehost-countryregulationsorenforcement

InternationalTradeSystem(2of2)Becauseofnontariffobstacles,WalmartrecentlysuspendeditsonceambitiousplanstoexpandintoIndia.

WorldTradeOrganization(WTO)EstablishedbytheGeneralAgreementonTariffsandTrade(GATT)in1995PromotesworldtradebyreducingtariffsandotherinternationaltradebarriersNegotiatestoreassesstradebarriersand