© 2011 South-Western | Cengage Learning Global Marketing and Consumer Behavior Marketing Around the World The Marketing Mix and the Marketing Plan Planning Global Marketing Activities CHAPTER 16

INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 2 16 LESSON 16-1 Marketing Around the World GOALS Describe the nature of markets. Identify trends that influence global marketing opportunities.

INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 3 16 International Markets Consumer markets Organizational markets Also called commercial markets or business- to-business marketing Job creation Economic expansion

INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 4 16 Global Marketing Opportunities Global trends Expanded communications Technology Changing political situations Increased competition Changing demographics

INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 5 16 The Marketing Process Identify business opportunities. Evaluate potential demand and consumer behavior patterns. Plan the marketing strategy for the marketing mix based on marketing research. Execute the marketing plan. EXECUTEPLANEVALUATEIDENTIFY

INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 6 16 LESSON 16-2 The Marketing Mix and the Marketing Plan GOALS List the four elements of the marketing mix. Describe a marketing plan and its use in global marketing activities.

INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 7 16 DISTRIBUTION ●Transportation ●Storage ●Wholesaling ●Retailing Marketing Mix PRICE ●Value to consumer ●Production costs PRODUCT ●Goods ●Services PROMOTION ●Advertising ●Personal selling ●Publicity ●Sales promotions

INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 8 16 Marketing of Services Consumer services Commercial services Distribution of services

INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 9 16 The Marketing Plan Part 1:A statement of company goals Part 2:A description of customers and their needs Part 3:Information about competitors Part 4:Information about economic, social, legal, and technological trends Part 5:Information about financial and human resources available Part 6:A time line of actions to be taken Part 7:A description of the methods for measuring success

INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE LESSON 16-3 Planning Global Marketing Activities 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.

INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE The Marketing Environment Geography Economic conditions Social and cultural influences Political and legal factors

INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE Consumer Behavior Physical and emotional needs Geographic and demographic factors Personality and psychographic factors Social and cultural factors

INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE Factors Affecting Consumer Behavior Physical and emotional needs Food Shelter Clothing Health care Transportation Approval of others Personal satisfaction

INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE Factors Affecting Consumer Behavior Geographic and demographic factors Location Climate Population trends Age Gender Income Education

INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE Factors Affecting Consumer Behavior Personality and psychographic factors Attitudes Beliefs Opinions Personality traits Activities Interests

INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE Factors Affecting Consumer Behavior Social and cultural factors Business organizations Community activities Religious or political affiliation Family Friends

INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE Selecting a Target Market Market segments Achievers Strivers Traditionalists Target market