國際市場營銷1(編輯修改稿)
2025-04-15 18:06 本頁面
【文章內(nèi)容簡介】 , production, distribution, promotion, and pricing of products, services, ideas, and experiences for international markets ? key: 目標(biāo)市場在國外 ? 有完整的營銷策略 4) Multinational marketing (多國營銷 ) when more countries are involved, international marketing is often referred to as multinational marketing. ? key: 環(huán)節(jié)分散 ? 充分考慮成本 ? A (raw material)→B （ research） → C(pay)→D(fabricate)→E(price) ? 5） global marketing (全球營銷 ) ? involved marketing activities across different countries without focusing primarily on national or regional segmentation. ? key: 統(tǒng)一偏好 標(biāo)準(zhǔn)化 Ex: McDonald’s Microsoft Ⅲ International Orientation and Philosophy ? 1)Ethnocentric Orientation: a person who assumes that his or her home country is superior to the rest of the world is said to have an ethnocentric orientation. ? 民族中心主義導(dǎo)向 : 是受本土市場擴(kuò)張理念指導(dǎo)的 . 總體來說 , 具有民族中心主義導(dǎo)向的公司高級管理者們?nèi)苏J(rèn)為本國的戰(zhàn)略 , 技能和人員優(yōu)先于國外市場 , 因此能夠味公司參與海外市場提供最有效地國家結(jié)構(gòu) . 結(jié)果 ,國際運(yùn)營和國際顧客被認(rèn)為沒有本國運(yùn)營和本國顧客重要 . Ex 1: firmAmerican brand lifestyles and traditions (cigarettes, bluejeans, HollyWood movies) ? Ex 2: Disney Abroad ? the mouse, princes and princesses, ? Cinderella and her castle, rides ? the main street USA, ? past, present, future ? Tokyo Disney Resort ? work well ? Disney Resort Paris ? fail ? Hongkong ? ticke problem ? 2) Polycentric orientation: is the opposite of ethnocentrism, the term polycentric describes management’s belief or assumption that each country in which a pany does business is unique. ? 持有 當(dāng)?shù)貒鴮?dǎo)向 的公司是受多國市場理念
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號-1