國際市場營銷考試范圍-資料下載頁
2025-03-24 23:56本頁面
【正文】 em prefer it over other choices. Week13 Curve Pricingn Experience curve shows how unit costs go down as successively more units are produced.n Learning by doing The employees developed skills amp。 capabilities that translate into low costs167。 Low introductory price in new market 167。 Raise or not depend on the correctness167。 Many Japanese firms use Pricingn Systems selling refers to that not only selling physical product or offering a single service but also providing the buyer with a plete package. Nixdorf, information system for banksn How to price a system selling? importn Parallel import occurs that an unauthorized importer purchases the goods abroad and imports them for resale in the importing country without the permission of the owner of intellectual property right. n Gray Traden Live in France,bought car from elsewhere in Europen Save 23% on a Citroenn Save 19% on a Peugeotn Save 33% on a Jetta Four Approachesn Economic Controlsn Centralizationn Formalizationn Informal CoordinationWeek15Promotion：advertising、in—store promotions、personal selling。? Any paid form of nonpersonal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor.? Advertising is paid munication through a nonpersonal medium in which the sponsor is identified and the message is controlled. Does Global AD Involve? product appeal should be the same,brand central control,ad agency expansion abroad global media in 2 ways:crossing borders,following traveling customers amp。 creative 3 levels Budgeting for Global Advertising? Percentageof –sales setting a certain % of last year’s sales as the next year’s budget? Competitive Parity Budget set on the basis of what petitors spend Coca amp。 Pepsi,Sony amp。 Matsushita? Objectivetask method Objectives are first made quantified,then media spending. Week16分銷渠道t 分銷渠道是指“企業(yè)內(nèi)部和外部代理商和經(jīng)銷商(批發(fā)和零售)的組織結(jié)構(gòu)，通過這些組織，商品(產(chǎn)品或勞務(wù))才得以上市行銷。”Distribution Channelt Distribution channel a way of selling a pany39。s product either directly or via distributors。 t Possible distribution channels are wholesalers or small retailers or retail chains or direct mailers or your own stores.Why Critical?t The gateway ,face of the exporter’s firmt Difficult to change—contractual obligationst 運(yùn)送槍支彈藥、補(bǔ)充糧草的“生命線”； 聯(lián)系企業(yè)與市場的“橋梁”； 產(chǎn)品通往市場的“腳”； 企業(yè)吐故納新的通道；寧可累死在路上，也不能閑死在家里！寧可去碰壁，也不能面壁。是狼就要練好牙，是羊就要練好腿。什么是奮斗？奮斗就是每天很難，可一年一年卻越來越容易。不奮斗就是每天都很容易，可一年一年越來越難。能干的人，不在情緒上計較，只在做事上認(rèn)真；無能的人！不在做事上認(rèn)真，只在情緒上計較。拼一個春夏秋冬！贏一個無悔人生！早安！—————獻(xiàn)給所有努力的人. 學(xué)習(xí)好幫手
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