國際市場(chǎng)營銷第一章(編輯修改稿)
2025-02-01 13:30 本頁面
【文章內(nèi)容簡介】 Learning. All rights reserved. Globalization Why we need study international marketing? 企業(yè)參與國際競(jìng)爭(zhēng) ,可以獲得自然資源 ,技術(shù) ,信息 1企業(yè)可以通過擴(kuò)大產(chǎn)品銷量 ,實(shí)現(xiàn)規(guī)模經(jīng)濟(jì)效益 . 2通過享受本國及東道國的優(yōu)惠政策 ,取得更大的收益 3通過投資海外 ,利用國外豐富的資源條件 ,生產(chǎn)出成本更低的產(chǎn)品 ,增加收益 4通過企業(yè)內(nèi)部運(yùn)用轉(zhuǎn)移價(jià)格策略 ,使企業(yè)整體利益最大化 Copyright 169。 2023 by SouthWestern, a division of Thomson Learning. All rights reserved. Globalization Why we need study international marketing ? 間接的外部拉力 ,投資吸引力 Copyright 169。 2023 by SouthWestern, a division of Thomson Learning. All rights reserved. Emerging Market ? Emerging Markets ? Emerged Markets ? Emerging Market Characteristic 1. Low labor Cost 2. GDP Low 。 Grow fast 3. Close Copyright 169。 2023 by SouthWestern, a division of Thomson Learning. All rights reserved. International Marketing Process ? 跨國公司面臨的問題 跨國公司需要國際營銷 ,但怎么去？去了后怎么辦 ? Copyright 169。 2023 by SouthWestern, a division of Thomson Learning. All rights reserved. International Marketing Process(P19) Analysis of international Marketing Environment (PEST。 SWOT) Marketing Strategy Segmentation, Targeting and Positioning, STP Strategies for Entering International Markets International Marketing Mix Product, Pricing, Promotion and place,4ps Marketing Control and Management Copyright 169。 2023 by SouthWestern, a division of Thomson Learning. All rights reserved. International Marketing Process 1. International Marketing Process ? 市場(chǎng)營銷的理論體系：營銷戰(zhàn)略 +4Ps戰(zhàn)術(shù) ? Product。 Price。 Place。 Promotion ? 戰(zhàn)略管理的分析方法： PEST 。 SWOT ? Strength。 Weakness。 Opportunity。 Threat ? 國際貿(mào)易的研究視角：全球、國際 ? 跨國公司面臨的問題：要不要國際營銷？要的話去哪里？怎么去？去了后怎么辦？ Copyright 169。 2023 by SouthWestern, a division of Thomson Learning. All rights reserved. International marketing and domestic marketing. ? The difference between domestic marketing and international marketing. Copyright 169。 2023 by SouthWestern, a division of Thomson Learning. All rights reserved. International marketing and domestic marketing. ? The difference between domestic marketing and international marketing. 1. 面臨的環(huán)境和背景不同 2. 利用資源 ,獲得比較優(yōu)勢(shì)的程度不同 3. 市場(chǎng)營銷的策略和手段不同 4. 市場(chǎng)營銷的管理難度不同 5. 市場(chǎng)營銷過程中的風(fēng)險(xiǎn)不同 Copyright 169。 2023 by SouthWestern, a division of Thomson Learning. All rights reserved. International Marketing and Global Marketing International Marketing Global Marketing Copyright 169。 2023 by SouthWestern, a division of Thomson Learning. All rights reserved. International Marketing and International Trade ? 國際市場(chǎng)營銷與國際貿(mào)易 聯(lián)系 Copyright 169。 2023 by SouthWestern, a division of Thomson Learning. All rights reserved. International Marketing and International Trade ? The difference between international trade and international marketing. Copyright 169。 2023 by SouthWestern, a division of Thomson Learning. All rights reserved. International Marketing and International Trade ? The difference between international trade and international marketing. Copyright 169。 2023 by SouthWestern, a division of Thomson Learning. All rights reserved. International Marketing and International Trade 從事領(lǐng)域 國際市場(chǎng)營銷 國際貿(mào)易 1經(jīng)營主體 公司 國家 2產(chǎn)品是否跨越國界 是 是 3行為動(dòng)機(jī) 公司利潤 比較利益 4信息來源 公司記錄 國際收支平衡表 5市場(chǎng)活動(dòng) (1)買賣行為 有 有 (2)倉儲(chǔ) .運(yùn)輸 有 有 (3)定價(jià) 有 有 (4)產(chǎn)品開發(fā) 有 一般沒有 (5)產(chǎn)品促銷 有 一般沒有 (7)渠道管理 有 沒有 (8)市場(chǎng)調(diào)研 有 一般沒有 Copyright 169。 2023 by SouthWestern, a division of Thomson Learning. All rights reserved. International Marketing and International Trade 1. 業(yè)務(wù)范圍不同 2. 交易主體不同 3. 超越國界的方式不同 4. 實(shí)施的過程不同 Copyright 169。 2023 by SouthWestern, a division of Thomson Learning. All rights reserved. What International Marketing is ? ? 國際市場(chǎng)營銷基本類型 1. 貿(mào)易 對(duì)外營銷型
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