國(guó)際市場(chǎng)營(yíng)銷學(xué)(已修改)
2025-01-21 11:23 本頁(yè)面
【正文】 國(guó)際市場(chǎng)營(yíng)銷 山西財(cái)經(jīng)大學(xué) 國(guó)際貿(mào)易學(xué)院 藥朝誠(chéng) International Marketing (雙語(yǔ)教學(xué) ) 1 國(guó)際市場(chǎng)營(yíng)銷學(xué) 第一部分 國(guó)際市場(chǎng)營(yíng)銷導(dǎo)論 Guiding Theories of International Marketing 一、市場(chǎng)營(yíng)銷學(xué)的基礎(chǔ)知識(shí) Marketing Essentials 二、國(guó)際市場(chǎng)營(yíng)銷 International Marketing 三、國(guó)際市場(chǎng)營(yíng)銷與國(guó)際貿(mào)易的關(guān)系 International Marketing International Trade 四、企業(yè)從事國(guó)際市場(chǎng)營(yíng)銷的原因 Why Companies go for International Marketing? 2 國(guó)際市場(chǎng)營(yíng)銷學(xué) Marketing Promotion 3 國(guó)際市場(chǎng)營(yíng)銷學(xué) 內(nèi)容簡(jiǎn)介 Learning Objectives 1. The changing face of . business 2. The scope of the international marketing task 3. The increasing importance of global awareness 4. The progression of being a global marketer 5. The importance of the selfreference criterion (SRC) in international marketing 4 國(guó)際市場(chǎng)營(yíng)銷學(xué) Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others. Marketing is managing profitable customer relationships. 營(yíng)銷與國(guó)際市場(chǎng)營(yíng)銷 Marketing and International Marketing 5 國(guó)際市場(chǎng)營(yíng)銷學(xué) 國(guó)際市場(chǎng)營(yíng)銷 International Marketing: 定義 Definition International marketing is defined as the performance of business activities designed to plan, price, promote, and direct the flow of a pany’ s goods and services to consumers or users in more than one nation for a profit Marketing concepts, processes, and principles are universally applicable all over the world 6 國(guó)際市場(chǎng)營(yíng)銷學(xué) 市場(chǎng)營(yíng)銷與國(guó)際市場(chǎng)營(yíng)銷 ? 國(guó)際市場(chǎng)營(yíng)銷，簡(jiǎn)稱國(guó)際營(yíng)銷，是指企業(yè)超越本國(guó)國(guó)境進(jìn)行的市場(chǎng)營(yíng)銷活動(dòng)。 ? 國(guó)際營(yíng)銷與國(guó)內(nèi)營(yíng)銷在定義上的唯一區(qū)別在于國(guó)際營(yíng)銷活動(dòng)是在一個(gè)以上國(guó)家進(jìn)行的。說(shuō)明了國(guó)際營(yíng)銷活動(dòng)的多樣性和復(fù)雜性。 ? 國(guó)際營(yíng)銷與國(guó)內(nèi)營(yíng)銷的區(qū)別不在于概念的不同，而是實(shí)施營(yíng)銷計(jì)劃的環(huán)境不同，盡管它們的營(yíng)銷基本概念、方式與程序相同。 7 國(guó)際市場(chǎng)營(yíng)銷學(xué) 國(guó)際市場(chǎng)營(yíng)銷學(xué)與市場(chǎng)營(yíng)銷學(xué)的區(qū)別 What are the Differences? ? 市場(chǎng)營(yíng)銷環(huán)境
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