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International MarketingCourseOutline•Introduction toInternationalMarketing•Understanding theGlobalMarket•International MarketingMix•Managing InternationalMarketingChannels•Global BrandingandAdvertising•Managing InternationalMarketingRisks andChallenges01Introduction toInternationalMarketingDefinition andCharacteristics of InternationalMarketingDefinitionInternational marketingrefers tomarketing activitiesconducted byenterprises incross-borderenvironments,aimed atmeeting theneeds ofconsumers in different countries and regionsandachieving profitabilityfor theenterprise.CharacteristicsInternational marketinghas thecharacteristics ofcross-cultural,cross-border,and diversified,requiring enterprisesto conductmarket research,product development,brand promotion,and saleschannelconstruction inmultiple countriesand culturalbackgrounds.The Importance of InternationalMarketing•Expanding markets:International marketingcan helpbusinessesexpand intonew markets,increase salesand profits.•Enhancing brand awareness:Through international marketing,companies canenhance theirbrand awarenessandinfluence ona globalscale.•Cost reduction:Purchasing andproducing in the internationalmarket canreduce costsand enhancethecompetitiveness ofenterprises.•Increasing technical and management experience:International marketingrequires enterprisesto communicateandcooperate withconsumers,suppliers,distributors,etc.from differentcountriesandcultures,which helpsenterpriseslearn andmaster moretechnicalandmanagementexperience.The DevelopmentofInternationalMarketingHistorical backgroundDevelopment trendInternationalmarketing originatedfrom Withthe popularizationof theInternet ande-international tradein themid-19th century.With commerce,international marketingis movingthecontinuous accelerationof globalization,towards digitization,intelligence,customization,international marketinghas graduallybecome and other directions.At thesame time,one of the importantstrategies forenterprise enterprisesare increasinglyfocusing oncross-development.cultural communicationand cooperationtomeet themarket demandsof differentcountriesand cultures.02Understanding theGlobalMarketDifferences inCulture andConsumer BehaviorCultural differences ConsumerhabitsThere aresignificant differencesin culturalConsumers exhibitdifferent habitsin productbackgroundsand valuesaround theworld,which selection,purchasing channels,brand loyalty,andcan affectconsumer needs,preferences,and otheraspects.For example,some culturesmaybehaviors.Understanding nonverbalplace more emphasis onproduct practicalityandcommunication,etiquette,time management,price,while othersmay placemoreemphasisonand powerdistance in different culturesis crucialbrand andquality.for developingeffective international marketingstrategies.Market Researchand AnalysisMarket researchIt isnecessary toconduct in-depth marketresearch beforeentering anewinternational market.This includesunderstanding theeconomic situation,market size,competitive landscape,consumer demand,andotherinformationof the target market.Data analysisBycollecting andanalyzing data,companies canbetter understandmarkettrends,consumer behaviorpatterns,and competitorstrategies.This helpstodevelop targetedmarketing strategiesand optimizeproduct positioning.Identifying Opportunitiesand Threatsin theGlobalMarketMarket opportunities:Identifying potentialMarket threats:At thesame time,enterprisesmarket opportunitiesis keyto internationalalso needto bevigilant aboutpotential marketmarketing.This includesidentifying unmetneeds,threats,such astrade barriers,exchange ratenewdistribution channels,or innovativeproduct fluctuations,political risks,etc.Developingconcepts.By gaininga deeperunderstanding ofresponse strategiesand establishingriskthe target market,companies canidentify managementmechanisms canhelp businessescompetitiveadvantages anddevelop successfulreduce the impact of these threatson theirmarketentry strategies.internationalmarketing activities.03International MarketingMixProductStrategy for International Markets030102Product Life04ProductCycleAdaptationProduct ProductUnderstandingthe lifecycleTailoring productsto suitPortfolio Positioningofproducts indifferentspecific culturalandconsumer preferencesin Evaluatingthe suitabilityof markets and managingtheir Definingthe uniquevalueinternational marketsexisting productsfor foreignintroduction,growth,proposition ofproducts inmarketsand thematurity,and disposalrelation tocompetitors indevelopmentof newaccording totarget marketsproductsto meetlocalneedsPricing Strategy for International MarketsCost ConsiderationsEvaluatingthe costof productionand distributionin differentmarketsand pricing products accordinglyCompetitiveAnalysisMonitoring competitorspricing strategiesand adjustingpricesto maintaincompetitivenessPrice ElasticityAssessingthe sensitivityof demand to pricechanges indifferent marketsandpricingproductsaccordinglyExchange ratequotationsManaging theimpact ofexchange ratequotations onpricingto ensureprofitabilityPlace StrategyforInternationalMarketsDistribution ChannelPhysical DistributionMarket EntryMode GeographicExpansionSelectionIdentifying themost Ensuringeffective logisticsSelecting themost Prioritizingmarkets foreffectivechannels forand transportationto appropriateentry modefor expansionbased on theirreaching targetcustomers supportproduct availabilityeach market,such asattraction andpotential forindifferentmarketsand reducestockouts greenfieldinvestment,joint growthventures,or distributorsPromotionStrategyforInternationalMarkets•Advertising andPromotional Activities:Developing targetedadvertisingcampaigns andpromotional offersto attractcustomers ininternationalmarkets•Public Relationsand BrandAwareness:Managing public relationships activitiesto buildbrandawarenessandreporting intarget markets•Sales Promotion:Implementing salespromotions,such asdiscounts,bundling,or loyaltyprograms,to revenuesalesgrowth•Digital Marketing:Leveraging digitalchannels,such associal media,search engines,and email marketing toreachcustomers online04Managing InternationalMarketingChannelsDirect andIndirect DistributionChannels0102Direct channels:Direct selling,Indirect channels:Retailers,online sales,telesales,etc wholesalers,distributors,etcDifferences betweendirect Selectingthe rightchanneland indirectchannels:Cost,mix:Marketresearch,targetcontrol,reach,etc audience,competition,etc0304International Logisticsand SupplyChainManagement输入Importanceoflogistics and supply chainChallenges ininternational logistics:Distance,02标题management ininternationalmarketingtransportation modes,customs clearance,etc0103Technologies andtools forimproving logisticsSupply chain management ininternational04andsupplychainmanagement:ERP systems,marketing:Partner selection,contractlogistics managementsoftware,etc negotiation,inventory management,etcE-commerce andDigital Marketingin InternationalMarkets01Overview ofe-commerce anddigital marketingin internationalmarkets02Key trendsin digital marketing:Mobile commerce,socialmedia marketing,content marketing,etc03Challenges indigitalmarketing:Culturaldifferences,languagebarriers,legal regulations,etc04Digital marketing tools:SEO,PPC advertising,emailmarketing,social mediaplatforms,etc05Global BrandingandAdvertisingBuilding StrongBrands inInternational MarketsIdentifytargetmarket01Conduct in-depth researchon theconsumer needs,culturalbackground,and consumption habits ofthetargetmarket toprovidea basisfor brandpositioning.Brand differentiation02Through productinnovation,service upgrades,or brandstories,make thebrand uniqueand attractiveinthemarket.Brand Communication03Utilize diversecommunication channelssuch asadvertising,publicrelations,and contentmarketingtoenhance brandawarenessand reputation.Translating AdvertisingMessages acrossCulturesCultural sensitivityLanguage Localizationoftranslation creativityUnderstandconsumer values,Reasonably uselanguage Basedon theculture andbeliefs,and customsindifferenttranslation techniquesto ensureconsumptionhabitsofthetargetcultural backgroundsto ensureaccurate communicationof market,make appropriatetheaccuracy andappropriateness advertisinginformation,while adjustmentsand adaptationstoof advertisinginformation payingattention topreserving theadvertising creativityto bettertransmission.original artisticconception andattract localconsumers.style.Measuring AdvertisingEffectiveness GloballyEffectivenessevaluation standardsDevelopa globallyunified advertisingeffectiveness evaluationstandard forhorizontal comparisonandanalysis of advertising activitiesindifferentmarkets.Data collectionand analysisUtilizediverse datasources suchas salesdata,media monitoringreports,social mediaanalysis,etc.tocomprehensively understandthe actualeffectiveness ofadvertising activities.Continuous optimizationBasedontheevaluation resultsoftheeffectiveness,adjust andoptimize advertisingstrategiesto improvethe returnon investmentofadvertising.06Managing InternationalMarketingRisks andChallengesPoliticaland RegulatoryRisksPolitical GovernmentTrade barriersstabilitypoliciesAssessing thepolitical Understandingand adaptingIdentifying andaddressingstability oftarget marketsandtolocal governmentpolicies tradebarriers thatmay hintatthe potentialimpact onand regulationsthat affectthe importor exportofbusiness operationsmarketingactivitiesproductsCurrency andExchange RateRisksExchange ratefluctuations:Anticipatingand mitigatingtheimpactof exchangeratefluctuations onrevenue andexpensesCurrencyconversion:Managing therisksassociated withconvertingcurrencies whenconductinginternational businesstransactionsImplementing hedgingstrategiesto mitigatethe impactofcurrency andexchange rateriskson businessoperationsTHANKS感谢观看。