Ambiente Social e Cultural Diferenças no Consumo e nos Desejos

Ambiente Social e Cultural Diferenças no Consumo e nos Desejos
Mkt Internacional Marketing Internacional Ambiente Social e Cultural Diferenças no Consumo e nos Desejos ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Marketing Internacional
Mkt Internacional Marketing Internacional 80 % homens almoçam em casa; Mulheres passam 4,5 horas na cozinha (EUA 1 hora); Maioria das mulheres não trabalha fora ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Mkt Internacional Marketing Internacional França – Alto consumo de vinho; EUA – Alto consumo de refrigerante; Inglaterra- Alto consumo de chá (café misturado com leite) ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Padrões de Beleza Padrões de Beleza Mkt Internacional
Ambiente Cultural Padrões de Beleza ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Padrões de Beleza Escola de Negócios

Formas de Vestir Mkt Internacional Ambiente Cultural
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Alimentação Compras Mkt Internacional Ambiente Cultural
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Compras Escola de Negócios

Consumo Afeto Mkt Internacional Ambiente Cultural
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Ambiente Social e Cultural no Marketing Global
Mkt Internacional Ambiente Cultural Ambiente Social e Cultural no Marketing Global Arquitetura ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Família Escola de Negócios

Manifestações Culturais
Mkt Internacional Ambiente Cultural Relacionamentos ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Manifestações Culturais Escola de Negócios

O Ambiente Internacional e o Comportamento do Consumidor
Mkt Internacional Marketing Internacional O Ambiente Internacional e o Comportamento do Consumidor ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

PIB DOS PAÍSES Mkt Internacional PIB dos Países

Mkt Internacional Demografia dos Países Demografia dos Países

Mkt Internacional Marketing Internacional Padrões de beleza; Tipos de roupas; Exposição do corpo; Preocupações estéticas; Alimentação ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Valores (casamento, filhos, trabalho); Produtos consumidos;
Mkt Internacional Fatores Religiosos Padrões de consumo; Valores (casamento, filhos, trabalho); Produtos consumidos; ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Mkt Internacional Fatores Culturais Crenças; Valores; Padrões morais;

Fenômenos naturais (terremotos, maremotos, vulcões);
Mkt Internacional Fatores Geográficos Agricultura; Pecuária; Fenômenos naturais (terremotos, maremotos, vulcões); Padrões de alimentação; Riquezas minerais; Riquezas dos países. ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Fatores Políticos e o Ambiente Internacional
Mkt Internacional Marketing Internacional Fatores Políticos e o Ambiente Internacional ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Mkt Internacional Marketing Internacional Estados-nações e soberania Soberania – Autoridade suprema e independente; Nenhum Estado soberano pode julgar outro Estado soberano; Países defendem seus interesses (interesse da sua população); Restringem ou estimulam o comércio defendendo o interesse da sua população; Defendem setores estratégicos e protegem suas indústrias; Integração do mercado global corrói a soberania econômica nacional – abre mão de direitos individuais (norma para produtos exemplo) em troca de melhor acesso ao mercado. ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Mkt Internacional Marketing Internacional Risco Político Risco Político – Risco de mudança na política governamental; Risco menor – mais investimentos; Risco político- inversamente proporcional ao estágio de desenvolvimento econômico; ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Impostos Diluição do controle acionário; Expropriação; Escola de Negócios

Mkt Internacional Marketing Internacional Direito Internacional Direito Internacional – Regras e princípios que os estados-nações consideram obrigatórias; Lei das nações e o direito comercial internacional; Raízes na idade média – tratava de guerras (Europa século XVII); Acordo entre países, surgiu com a incorporação de tratados ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Tribuna Internacional Justiça (TIJ) seda em Haia Tribuna Mundial (acordos aceitos pelos países membros) Escola de Negócios

Mkt Internacional Marketing Internacional Direito Internacional Problemas legais – escritórios de advocacia; Normas e regulamentações – preços, propagandas, distribuição, códigos do consumidor etc. Contratos; Leis trabalhistas (horas, assédios – sexual e moral, salários etc.) ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Lei antitruste Lei Sherman (limitação de produção, alocação de mercados, acordos para impedir competição- ind farma) Escola de Negócios

Mkt Internacional Marketing Internacional Leis, Patentes e Licenciamentos Na França Champagne é marca registrada para vinhos espumantes fabricados na região homônima; Falsificação – Produção e cópia de um produto ou marca sem autorização; Imitação (falsificação associativa) Utiliza o nome de um produto que difere pouco de uma marca famosa, mas é suficientemente próximo para que os consumidores o associem com o artigo genuíno. ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Mkt Internacional Marketing Internacional Corrupção – Questões Éticas e Legais Em alguns países é uma prática habitual; Criar normas e políticas internas; Questões – Laboratórios farmacêuticos, construtoras, fornecedores diversos. ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Programa de Marketing Global
Mkt Internacional Marketing Internacional Programa de Marketing Global ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Decisão de Produto Mkt Internacional Marketing Internacional
Coleção de atributos físicos, psicológicos, de utilidade e simbólicos que, coletivamente, proporcionam satisfação e/ou benefícios para o comprador ou usuário Produto Básico Satisfação de uma necessidade; Status; Socialização etc ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Produto Ampliado Instalações; Garantia; Pós-vendas; Produto Real Características e nível de qualidade; Marca; Design. Escola de Negócios

Classificação de Produtos
Mkt Internacional Marketing Internacional Classificação de Produtos Classificação de Usuários Bens de consumo Bens industriais Formas de aquisição: Conveniência; Compra comparada; Não procurados; Bens de especialidade ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Tempo de vida: Duráveis; Não duráveis; Serviços Escola de Negócios

Produto Local Mkt Internacional Marketing Internacional
Disponível apenas em uma parte do território nacional ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Produto Nacional Mkt Internacional Marketing Internacional
Oferecido em um único mercado nacional Empresas globais – atender necessidades específicas, competidor específico Empresas Nacionais – Mesmo gosto em todo o território; ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Produto Internacional
Mkt Internacional Marketing Internacional Produto Internacional Oferecido em mercados multinacionais e regionais ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Oferecido em todas as regiões do mundo
Mkt Internacional Marketing Internacional Produto Global e Marca Global Oferecido em todas as regiões do mundo ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Produto Global e Marca Global
Mkt Internacional Marketing Internacional Produto Global e Marca Global ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Produto Global e Marca Global
Mkt Internacional Marketing Internacional Produto Global e Marca Global Um produto Global pode não ter marca uma marca Global, o nome pode ter que ser diferente por questões culturais, legislação ou marketing. ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Posicionamento Global
Mkt Internacional Marketing Internacional Posicionamento Global ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Posicionamento por benefício ou atributo
Mkt Internacional Marketing Internacional Posicionamento por benefício ou atributo Explora um atributo, um benefício ou uma característica específica de um produto Formas de Posicionamento: Local de fabricação (atestado de qualidade); Economia; Confiabilidade; Segurança; Durabilidade ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Posicionamento por qualidade / preço
Mkt Internacional Marketing Internacional Posicionamento por qualidade / preço Gradação de alta qualidade e altos preços até baixa qualidade (menos atributos) e baixo preço ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Associação de um produto a uma classe de usuários em todo o mundo
Mkt Internacional Marketing Internacional Posicionamento por usuário Associação de um produto a uma classe de usuários em todo o mundo ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

Ambiente Social e Cultural Diferenças no Consumo e nos Desejos

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Ambiente Social e Cultural Diferenças no Consumo e nos Desejos

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