1. © 2011 South-Western | Cengage Learning Global Marketing and Consumer Behavior 16-1 16-1Marketing Around the World 16-2 16-2The Marketing Mix and the Marketing Plan 16-3 16-3Planning Global Marketing Activities CHAPTER 16

2. 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.

3. 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

4. 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

5. 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

6. 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.

7. 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

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

9. 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

10. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 10 16 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.

11. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 11 16 The Marketing Environment Geography Economic conditions Social and cultural influences Political and legal factors

12. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 12 16 Consumer Behavior Physical and emotional needs Geographic and demographic factors Personality and psychographic factors Social and cultural factors

13. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 13 16 Factors Affecting Consumer Behavior Physical and emotional needs Food Shelter Clothing Health care Transportation Approval of others Personal satisfaction

14. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 14 16 Factors Affecting Consumer Behavior Geographic and demographic factors Location Climate Population trends Age Gender Income Education

15. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 15 16 Factors Affecting Consumer Behavior Personality and psychographic factors Attitudes Beliefs Opinions Personality traits Activities Interests

16. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 16 16 Factors Affecting Consumer Behavior Social and cultural factors Business organizations Community activities Religious or political affiliation Family Friends

17. INTERNATIONAL BUSINESS, 4e CHAPTER © 2011 South-Western | Cengage Learning SLIDE 17 16 Selecting a Target Market Market segments Achievers Strivers Traditionalists Target market