國際市場營銷internationalmarketingch1(編輯修改稿)
2025-04-15 18:07 本頁面
【文章內(nèi)容簡介】 keting inside a pany between employers and employees. It is important for employees to understand. Marketing process Understand the marketplace and customer needs and wants Design a customerdriven marketing strategy Construct a marketing program that delivers superior value Build profitable relationships and create customer satisfaction Capture value from customers to create profits and customer quality Create value for customers and build customer relationships Capture value from customers in return Marketing technology Global markets Ethics and social responsibility Introduction What is international marketing? “International marketing is the process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and anizations” (Czinkota and Ronkainen) “International marketing focuses its resources on global market opportunities and threats” (Keegan and Green) “International marketing is the motor of the internationalization process of the firm” (Usunier) It is a tool used to obtain improvement of the firm’s position in the global market Strategy and action, global and local Different levels of international marketing Domestic marketing : entirely focus on home country market, without targeting overseas market. Export marketing: the initial stage of addressing market opportunities outside the domestic market International marketing: more involved in overseas market. entering certain countries by evaluating a pany’s resources and the nature of opportunity and threat. International Marketing Decisions appraising the international marketing environment Deciding whether to go abroad Deciding which markets to enter Deciding how to enter the market Deciding on the marketing program Deciding on the marketing anization Introduction What are the similarities and differences between international marketing and domestic marketing? Similarities: basic concepts, practices and tools are almost identical, key success factors are the same… Differences: more strategic, more variables, more plex, cultural differences, legal constraints, information sources, managing distances, entry mode choice… International marketing of Chinese panies Read yourself marketing management orientations(市場經(jīng)營觀念 ) Marketing management wants to design strategies that will build profitable relationshi
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