© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS LESSON16-1 GOALS  Describe the nature of markets.  Identify trends that influence global marketing opportunities.

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Presentation transcript:

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS LESSON16-1 GOALS  Describe the nature of markets.  Identify trends that influence global marketing opportunities. MARKETING AROUND THE WORLD

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 2 International Markets Consumer markets Organizational markets Also called commercial markets or business- to-business marketing Job creation Economic expansion

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 3 Global Marketing Opportunities Expanded communications Technology Changing political situations Increased competition Changing demographics

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 4 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

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 5 The Marketing Process Carry out the marketing plan Plan the marketing strategy for the marketing mix based on marketing research Evaluate potential demand and consumer behavior patterns Identify business opportunities

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS LESSON16-2 GOALS  List the four elements of the marketing mix.  Describe a marketing plan and its use in global marketing activities. THE MARKETING MIX AND THE MARKETING PLAN

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 7 The Marketing Mix Product Goods Services Distribution Transportation Storage Wholesaling Retailing Promotion Advertising Personal selling Publicity Sales promotions Price Value to consumer Production costs The Marketing Mix

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 8 Marketing of Services Consumer services Commercial services Distribution of services

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 9 The Marketing Plan Company goals Description of customers and their needs Information about competitors Information about trends —economic, social, legal, and technological Financial and human resources available Time line of actions to be taken Methods for measuring success

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS LESSON16-3 GOALS  Explain the international marketing environment.  Identify factors that influence consumer behavior in different countries.  Describe the methods used to segment markets and identify a target market. PLANNING GLOBAL MARKETING ACTIVITIES

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 11 The Marketing Environment Geography Economic conditions Social and cultural influences Political and legal factors

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 12 Consumer Behavior Physical and emotional needs Geographic and demographic factors Personality and psychographic factors Social and cultural factors

© SOUTH-WESTERN THOMSONINTERNATIONAL BUSINESS 13 Selecting a Target Market Market segments Achievers Strivers Traditionalists Target market