© 2011 South-Western | Cengage Learning

Global Marketing and Consumer Behavior

16-116-1 Marketing Around the World16-216-2 The Marketing Mix and the

Marketing Plan16-316-3 Planning Global Marketing

Activities

CHAPTER 16

INTERNATIONAL BUSINESS, 4e CHAPTER

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16LESSON 16-1

Marketing Around the World

GOALSGOALSDescribe the nature of markets.Identify trends that influence global

marketing opportunities.

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International Markets

Consumer marketsOrganizational markets

Also called commercial markets or business-to-business marketing

Job creationEconomic expansion

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Global Marketing Opportunities

Global trendsExpanded communicationsTechnologyChanging political situationsIncreased competitionChanging demographics

INTERNATIONAL BUSINESS, 4e CHAPTER

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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.

EXECUTEEXECUTEPLANPLANEVALUATEEVALUATEIDENTIFY IDENTIFY

INTERNATIONAL BUSINESS, 4e CHAPTER

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16LESSON 16-2

The Marketing Mix and the Marketing Plan

GOALSGOALSList the four elements of the

marketing mix.Describe a marketing plan and its

use in global marketing activities.

INTERNATIONAL BUSINESS, 4e CHAPTER

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DISTRIBUTION● Transportation ● Storage● Wholesaling● Retailing

DISTRIBUTION● Transportation ● Storage● Wholesaling● Retailing

Marketing Mix

PRICE● Value to consumer● Production costs

PRICE● Value to consumer● Production costs

PRODUCT ● Goods● Services

PRODUCT ● Goods● Services

PROMOTION● Advertising● Personal selling● Publicity● Sales promotions

PROMOTION● Advertising● Personal selling● Publicity● Sales promotions

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Marketing of Services

Consumer servicesCommercial servicesDistribution of services

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The Marketing Plan

Part 1: A statement of company goalsPart 2: A description of customers and their needsPart 3: Information about competitorsPart 4: Information about economic, social, legal,

and technological trendsPart 5: Information about financial and human

resources availablePart 6: A time line of actions to be takenPart 7: A description of the methods for

measuring success

INTERNATIONAL BUSINESS, 4e CHAPTER

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16LESSON 16-3

Planning Global Marketing Activities

GOALSGOALSExplain 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

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The Marketing Environment

GeographyEconomic conditionsSocial and cultural influencesPolitical and legal factors

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Consumer Behavior

Physical and emotional needsGeographic and demographic factorsPersonality and psychographic factorsSocial and cultural factors

INTERNATIONAL BUSINESS, 4e CHAPTER

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16Factors Affecting Consumer Behavior

Physical and emotional needs FoodShelterClothingHealth careTransportationApproval of othersPersonal satisfaction

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16Factors Affecting Consumer Behavior

Geographic and demographic factorsLocationClimatePopulation trendsAgeGenderIncomeEducation

INTERNATIONAL BUSINESS, 4e CHAPTER

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16Factors Affecting Consumer Behavior

Personality and psychographic factorsAttitudesBeliefsOpinionsPersonality traitsActivitiesInterests

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16Factors Affecting Consumer Behavior

Social and cultural factorsBusiness organizationsCommunity activitiesReligious or political affiliationFamilyFriends

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Selecting a Target Market

Market segmentsAchieversStriversTraditionalists

Target market