1 / 14

Unit Eight Global Marketing

Understand how marketing impacts the global market by learning about the elements of the marketing mix, the marketing plan, and international marketing activities. Explore consumer behavior patterns, market segmentation, and identifying target markets.

swaters
Download Presentation

Unit Eight Global Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Unit EightGlobal Marketing

  2. Unit 8 Vocabulary • Consumer Market • International Marketing • Marketing Environment • Marketing Plan • Marketing Process • Organizational Market

  3. Unit 8 Essential Question • How does marketing impact the global market?

  4. Essential Question 1Global MarketingHow does the marketing mix relate to the marketing plan? Amplifying Questions What are the elements of the marketing mix? How is the marketing plan used in global marketing activities? International Business pg. 420-430

  5. Identify business opportunities Plan the marketing strategy for the marketing mix based on marketing research Evaluate potential demand and consumer behavior patterns The Marketing Process Carry out the marketing plan

  6. Product Goods Services The Marketing Mix The Marketing Mix Price • Value to consumer • Production costs Place • Transportation • Storage • Wholesaling • Retailing Promotion • Advertising • Personal selling • Publicity • Sales promotions

  7. Marketing of Services • Consumer services: • Lawyers, Doctors, Hairstylists, Repair Shops, Teachers, etc. • Commercial services: • Advertising, Information Systems, Security, Maintenance, etc. • Distribution of services: • Unlike goods, distribution of services usually occur at time of consumption.

  8. 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

  9. Essential Question 2Global MarketingWhat marketing activities are used in international business? Amplifying Questions What are the factors that make up the international marketing environment? What factors influence consumer behavior in different countries? How are markets segmented and a target market identified? International Business pg. 432-438

  10. The Marketing Environment • Geography: • Climate and terrain affect the types of products sold and transportation methods used. • Economic conditions: • High inflation may discourage foreign entry. • A country’s currency value will affect selling price, demand and profits.

  11. The Marketing Environment • Social and cultural influences: • Tastes, habits, customs, and religious beliefs all affect the marketing environment. • Political and legal factors

  12. Consumer Behavior • Physical and emotional needs: • Food, clothing, shelter, health care, transportation, personal satisfaction, etc. • Geographic and demographic factors: • Location, climate, population trends, age, gender, income, education, etc.

  13. Consumer Behavior • Personality and psychographic factors: • Attitudes toward risk, change, convenience, and competition. • Hobbies, family activities, interests, political and social opinions. • Social and cultural factors: • Family, friends, organizations, religions.

  14. Selecting a Target Market • Market segments • Achievers • Strivers • Traditionalists • Target market

More Related