Task Twelve Managing and Extending International Marketing（课件）- 《国际市场营销实务》同步教学（对外经贸大学·2011）

Task Four Managing and Extending International Marketing Task Twelve International Marketing Implementation, Control and Extension I International Marketing Implementation and Control 1. International Marketing Implementation International marketing plans begin from the research as whether to enter the international market, the research and analysis of internal and external factors: international marketing environment foreign customers and company’s internal factors marketing goals setting selection of appropriate target market and entry mode, the formulation of 4Ps or 7Ps strategies. 1.1 Procedure of International Marketing Implementation Although many companies use the above-mentioned process when implementing international marketing tasks, the role of different tasks in the process may not the same, and the process may be different for companies in different levels of internationalization. 1.2 Implementation of International Marketing When you want to implement these specific tasks, you need to break the decision-making process down into a detailed program, which includes tactics, clear implementation facts and time schedules. You should also bear in mind the resources and marketing funds available for each task. It is also important for marketers to cooperate closely with other departments and external suppliers and distributors. 2. Control of International Marketing Activities 2.1 Setting up Performance Standards 2.2 Measuring Performance 2.3 Correcting Discrepancies Skill Training 12.1 Questions: (1) What was the marketing objective of KFC in this event? (2) What were the discrepancies between the objectives and the real situation? (3) Why were there discrepancies? (4) If you were a KFC sales staff or cashier, what would you learn from this event? II International Marketing Extension—International Green Marketing Extension of marketing to benefit the whole society is an emerging task of Chinese companies. international green marketing is esse