國際市場營銷1(已修改)
2025-04-05 18:06 本頁面
【正文】 國際市場營銷 International marketing ? International Marketing reflects the emergence of a global marketplace and significant new challenges facing business management in a petitive and rapidly changing international environment. ? STUDENT EVALUATIONS ? Participation 10% ? Homework 15% ? Quiz 10% ? Term paper (presentation) 15% ? Final Exam 50% 需要 產(chǎn)品 … 效用 … 交換 … 市場 … … 營銷 Chapter 1 Ⅰ Introduction to international marketing ? Concept of international marketing ? 1） Marketing （ P2） 指一個(gè)企業(yè)所進(jìn)行的各種與市場相關(guān)的營利活動(dòng) ， 包括市場調(diào)查與分析 ， 市場細(xì)分與目標(biāo)市場的選擇；產(chǎn)品或服務(wù)的開發(fā)；產(chǎn)品或服務(wù)的定價(jià)；經(jīng)過一定的分銷渠道 ， 向市場供應(yīng)這些產(chǎn)品或服務(wù)；使用某種促銷手段 ， 向市場提供信息并說服人們購買 。 Process of planning and executing the conception pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and anization goals.（ P1） ? two fundamental goals in mind: ? to create customer value ? to achieve petitive advantage 2） International marketing ? It is the performance of business activities designed to plan , price, promotion. And direct the flow of a pany’ goods and services to consumers or users in more than one nation for a profit. ? 國際市場營銷是指對商品和勞務(wù)流入一個(gè)以上的國家的消費(fèi)者或用戶手中的過程 ,進(jìn)行計(jì)劃 ,定價(jià) ,促銷和引導(dǎo) ,以便獲取利潤的活動(dòng). ? The international marketing task（ P4） – Controllable factors – Uncontrollable factors 7 3） The International Marketing Task Political/legal forces Economic forces 1 2 Environmental uncontrollables country market A Environmental uncontrollables country market B Environmental uncontrollables country market C Co
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