ch03TheGlobalTradeEnvironment(全球营销,沃伦·J·

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全球市场营销重要知识点罗列（中英文）

全球市场营销重要知识点罗列（中英文）Global marketing Chapter one掌握：营销概念：Although marketing is universal, marketing practice, of course,varies from country to country.了解：The market conceptThe New concept of marketing and the Four Ps: shifted the focus of marketing from the product to the customer.The strategic 1.concept of marketing: shifted the focus of marketing from the customer or the product to the customer in the context of the broader external environment.2.the strategic concept of marketing has shifted the focus of marketing from a microeconomics maximization paradigm to a focus of managing strategic partnerships and positioning the firm between vendors and customers in the value chain with the aim and purpose of creating value for customers.掌握：THE THREE PRINCIPLES OF MARKETING1.Customer value and the value equationThe task of marketing is to create customer value that is greater than the value created by competitors./doc/1312473186.html,petitive or differential advantageThe advantage can exist in any element of the company’s offer: the product, the price, the advertising and point-of-sale promotion, or the distribution of the product.V=B/P3.FocusThe third marketing principle is focus, or the concentration of attention.掌握：全球本土化概念（global localization）：it means asuccessful global marketer must have the ability to “think globally and act locally”掌握：MANAGEMENT ORIENTATION1.Ethnocentric (母国中心)---------international companyHome country is superior, sees similarities in foreign countries2.Polycentric（东道国中心）-----------multinational companyEach host country is unique sees differences in foreign countries3.Regiocentric（区域中心）----------global companySees similarities and differences in the world region; is ethnocentric or polycentric the rest of the world.4.Geocentric （世界中心）-------------transnational companyWorldview, sees similarities and differences in home and host countries.了解：Leverage定义：Leverage is simply some type of advantage that a company enjoys by virtue of the fact that it conducts business in more than one country.类型：1.experience transfers(经验移植) 2.Scale economies （规模经济：可降低成本）3.resource utilization （资源利用）4.global strategy（全球化战略）Chapter two了解ECONOMIC SYSTEMS1.Market allocationA market allocation system is one that relies on consumers to allocate resources.Consumers“write” the economic plan by deciding what will be produced by whom./doc/1312473186.html,mand or centralplan allocationIn a command allocation system, the state has broad powers to serve the public interest.These include deciding which products to make and how to make them.3. Mixed allocation了解STAGES OF MARKET DEVELOMENTUsing GNP as a base , we have divided global markets into four categories.1.low-income countries(also known as preindustrial countries)2.lower-middle-income countries(also known as less developed countries or LDCs)3.upper-middle-income countries(also known as industrializing countries)4.high-income countries(also known as advanced , industrialized, postindustrial countries) chapter three 了解：BASIC ASPERTS OF SOCIETY AND CULTURE①It is learned, not innate②The various facts of culture are interrelated, influence or change one aspect of a culture and everything else is affected.③It is shared by members of groups and defines the boundaries between different groups.掌握：High and low context cultures强交际环境文化和弱交际环境文化的对比(看73页表) In low context cultures,①messages have to be explicit.②A person's word is not t o be relied on.③Paperwork is important.In high context cultures,①less information is contained in the verbal part of message.② A person's value, position, background are crucial.掌握：Maslow's Hierarchy of Needs 马斯洛需求层次理论①physiological 生理需求②safety 安全需求③social 社交需求④esteem 尊重⑤self-actualization 自我实现掌握：Hofstede Framework 霍夫斯诺德构架（看细节）①individualism versus collectivism 个人主义与集体主义②power distance 权力距离③uncertainty avoidance 不确定性规避⑤masculinity versus femininity 男权主义相对女权主义了解：THE SELF-REFERENCE CRITERION AND PERCEPTION As we have shown, a person’s perception of market needs is framed by his or her own cultural experience.了解：ENVIRONMENTAL SENSITIVITY(了解80页表格)Environmental sensitivity is the extent to which products must be adapted to the culture-specific needs of different national markets. （对环境中最敏感的东西是food）Chapter four了解POLITICAL RISK （经济发达阶段和政治风险的关系，经济越不发达政治风险越高）了解征用（EXPROPRIATION）定义：Expropriation refers to governmental action to dispossess a company or investor.没收（CONPENSATION）定义：compensation is generally provided to foreign investors,although not often in the “prompt effective ,and adequate”manner provided for by international standard.国有化（NATIONALIZATION）定义：Nationalization occurs ifownership of the property or assets in question is transferred to the host government.了解：Differences of the two systems in solving commercial disputes两种法律体系在解决商务纠纷中的区别common law versus civil law(code law)①Under common law, commercial disputes are subjected to either civil or commercial laws. Under code law, commercial disputes are subjected to the commercial code.②Under common law, industrial property right based on proof of agreement.Under code law, industrial property right based on notarization or registration③Under common law, Performance of contract: Act of God/act of nature means extraordinary happenings not reasonably anticipated.Under code law, Performance of contract: Act of God is extended to include unavoidable interferences such as strike or riots (Force Majeure)掌握：Three bases for jurisdiction in resolving private international disputes处理国际争端的3种基本司法程序①negotiation调解协商②Arbitration仲裁③Litigation 诉讼Chapter five掌握：DIFFUSION THEORY(传播理论)（AIETA）Five stages of the adoption process 对新产品接纳过程的五个阶段①Awareness 知晓阶段②Interest 感兴趣阶段③Evaluation 评价阶段④Trial 试用阶段⑤Adoption 采纳阶段Five types of adopter categories 新产品接纳者的5种类型②innovators②early adopters(Early adopters are the most influential people in their communities,even more than the innovators. Thus. The early adopters are a critical group in the adoption process )③early majority④late majority⑤laggards (落后者)掌握：Characteristics of innovations(创新的特征)1.Relative advantage（相对优势）/doc/1312473186.html,patibility（兼容性）/doc/1312473186.html,plexity（复杂性）4.Divisibility（可分性）/doc/1312473186.html,municability（可交流性）Chapter six了解Information subject agenda （理解168页表格）了解SCANNING MODES（搜寻模式）: SURVEILLANCE AND SEARCH监视的两种类型Surveillance include: viewing and monitoring 了解营销信息的主要来源（sources of market information）：1.human sources (人)2.documentary sources（文档资源）3.internet sources（因特网来源）4. Direct perception（直接感知）了解FORMAL MARKETING RESEARCH（正式的市场调研）Step 1: Identifying the research problemStep 2: Developing a research planStep 3: Collecting data (看细节secondary data, primary data, survey research)Step 4: Analyzing research dataStep 5: Presenting the findingsChapter seven掌握市场细分的定义: Market segmentation is the process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs.掌握全球市场细分的定义：Global market segmentation is the process of dividing the world market into distinct subsets of customers that behave in the same way or have similar needs.掌握全球市场的主要细分的标准（criteria）(知道归属)：1.Geographic segmentation2.Demographic segmentation3.Psychographic segmentation4.Behavior segmentation5.Benefit segmentation掌握全球目标市场确定的定义：T argeting is the act of evaluating and comparing the identified groups and then selecting one or more of them as the prospect(s) with the highest potential.掌握选择目标市场的标准（criteria）:1.current segment size and growth potential2.potential competition/doc/1312473186.html,patibility and feasibility掌握选择目标市场的策略：1.standardized global marketing2.concentrated global marketing3.differentiated global marketing掌握全球产品定位（Global product positioning）定义:Positioning is the location of your product in the mind of your customer.Chapter eight掌握出口市场选择的六大标准（MARKET SELECTION CRITERIA）：1.market potential(市场潜量)2.market access (市场潜入因素)3.shipping costs(运输成本及时间)4.potential competition(潜在竞争)5.service requirement(服务要求)6.product fit(产品适应性)了解ENTRY AND EXPANSION DECISION MODEL(进入和扩张决策模型，第237页)掌握依托营销（Piggyback Marketing）的定义：The manufacturer using the piggyback arrangement does so at a cost that is much lower than that required for any direct arrangement. Successful piggyback marketing requires that the combined product lines be complement. They must appeal to the same customers, and they must not be competitive with each other.掌握许可贸易（licensing）的定义:Licensing can be defined as a contractual arrangement whereby one company(the licensee) makes an asset available to another company(the licensing) in exchange for royalties, license fees, or some other form of compensation. The licensed asset may be a patent, trade secret, or company name.其中，Franchising is a form of licensing了解Joint Ventures（第247页）了解市场扩张战略（5 MARKET EXPANSION STRATEGIES）:1.Strategy one: concentrates on a few segments in a few countries.2.Strategy two: country concentration and segment diversification3.Strategy three: country diversification and market segment concentration4.Strategy four: country and segment diversificationChapter nine了解全球战略联盟的三个特点：1.The participants remain independent subsequent to the formation of the alliance2.The participants share the benefits of the alliance as well as control over the performance ofassigned tasks.3.The participants make ongoing contributions in technology, products, and other key strategicareas.了解全球战略同盟的六个特性（attributes）（第265页）在日本，战略联盟被称为综合商社在韩国，战略联盟被称为财阀Chapter ten掌握影响产业竞争的五种力量（Forces Influencing Competition in a Industry）：1.Thread of new entrants2.Rivalry Among Existing Competitors3.Bargaining Power of Suppliers4.Bargaining Power of Buyers5.thread of Substitute Product or Services掌握新加入者的五种威胁（thread of new entrants）：1.Economies of scales(规模经济)2.Product differentiation(产品差异性)3.Capital requirements(资本要求)4.Switching costs(转换成本)5.Access to distribution channels(获取分销渠道的途径)/doc/1312473186.html,ernment policy(政府政策)7.Established firms may also enjoy cost advantages independent of the scale economies(老公司享有的与规模经济无关的成本优势)掌握Porter’s basic thesis(Porter’s diamond): four national attributes of a nation shape the environment in which local firms compete.波特钻石理论中认为决定一国本地公司竞争环境的四大特征：①factor condit ions②demand conditions③related and supporting industries④firm strategy, structure, rivalryAnd two influencers: Governments and chance其中，了解要素来源（factor conditions）的分类1.Human resources2.Physical resources3.Knowledge resources4.Capital resources5.Infrastructure resources掌握要素资源的类型1.Basic versus advanced factors（基本要素与高级要素）2.Generalized（通用要素是前提条件）versus specialized factors（专门要素是企业真正竞争要素的来源）掌握创造竞争优势的一般战略：1.Broad market strategy 大市场战略Cost-Leadership Advantage（成本领先）Differentiation（差异化）2.Narrow target strategies（缩小目标范围）Focused differentiation （差异专注）Cost focus（成本专注）了解日本人创新性竞争的策略：/doc/1312473186.html,yers of advantage （优势层）2.Loose bricks（松动的砖头）3.Changing the rules（改变规则）4.Collaborating（合作）5.Hypercompetition （超级竞争）CHAPTER11了解产品含义（了解产品属于哪类）Local products(本土产品)：A local product is available in a portion of a national market. National products（国家产品）: A national product is one that, in the context o a particular company is offered in a single national market.International products(国际产品): international products are offered in multinational,regional markets.Global products（全球产品）：global products are offered in global markets了解产品与品牌的不同（了解334页的全球品牌的特征--------地球图）A global product differs from a global brand in one important respect: it does not carry the same name and image from country to country.掌握产品定位（product positioning）的定义：product positioning is a communications strategy based on the notion of mental "space": positioning refers to the act of locating a brandin customers' minds over and against other products in terms of product attributes and benefits that the brand does and does not offer.掌握产品定位的一般策略（general strategies for positioning products）1.attribute or benefit （属性与性能）2.Quality/price（质量价格）/doc/1312473186.html,e/user （使用和使用者）4.High-tech positioning （高科技定位）5.High-touch positioning （高感性定位）掌握产品设计的四个因素（Product design considerations）Global market need to consider four factors when making product design decision:1. Preferences （偏好）2. Cost （成本）3. Laws and regulations（法律法规）4. Compatibility（兼容性）5. Labeling and instructions （标签以及用法说明）了解原产国的态度的（coo：country of origin）定义：Country of origin (often abbreviated to COO), is the country of manufacture, production, or growth where an article or product comes from. There are differing rules of origin under various national laws and international treaties掌握产品地理扩张的主要策略（5个）Strategy1:product/communication extension(dual extension) Strategy2:product extension/communication adaptationStrategy3:product adaptation/communication extensionStrategy4:dual adaptationStrategy5:product invention理解公司的三个阶段（How to choose a strategy）1.cave dweller.（洞穴居住着）2.Naive nationalist（天真的国家主义者）3.Globally sensitive（全球性敏感者）了解新产品开发的几层含义（New products in global marketing）:Newness can be assessed in t h e c o n t e x t o f t h e p r o d u c t i t s e l f,t h e o r g a n i z at i o n,a n d t h e m a r ke t.1.an entirely new invention or innovation2. a line extension3.newness may also be organizational4.an existing product that is new to a company may be new to a particular market了解新产品开发的几个步骤：1.Identifying new-product ideas2.New-product development location3.Testing new products in national marketsCHAPTER 12掌握环境对定价决策的影响（Environmental influences on pricing decisions）1.Currency fluctuations（货币的不稳定性）2.Exchange rate clauses（汇率条款）3.Pricing in an inflationary environment（在通货膨胀的环境里定价）/doc/1312473186.html,ernment controls and subsidies（政府控制和补贴）/doc/1312473186.html,petitive behavior （竞争行为）6.Price and quality relationships（价格与质量的关系）掌握全球定价目标及战略（Global pricing objectives andstrategies）1. 掌握市场撇脂（Market skimming）定义：the market skimming pricing strategy is a deliberate attempt to reach a market segment that is willing to pay a premium price for a product.2. 掌握渗透式定价（Penetration pricing）定义：penetration pricing uses price as a competitive weapon to gain market position.3. 掌握市场保持（Market holding）定义：the market holding strategy is frequently adopted by companies that want to maintain their share of the market.4. 掌握成本加成价格升级Cost plus/price escalation掌握价格升级的定义：Price escalation is the increase in a product’s price as tr ansportation, duty, and distributor margins are added to the factory price.掌握灰色市场（Grey market goods）条件和定义定义：gray market goods are trademarked products that are exported from one country to another, where they are sold by unauthorized persons or organizations.条件：The marketing opportunity that presents itself requires gray market goods to be priced lower than goods sold by authorized distributors or domestically produced goods.了解倾销(Dumping) 定义：Dumping is an important global pricing strategy issue.了解转移定价（TRANSFER PRICING）的定义：transfer pricing refers to the pricing of goods and services bought and sold by operating units or divisions of a single company.了解几种转移定价的方法：The alternatives are(1)cost-based transfer pricing,(2).market-based transfer pricing（目的基于市场竞争需要的转移定价）Market-based transfer price了解定义：a market-based transfer price is derived from the price required to be competitive in the international market.(3).negotiated prices.掌握三种定价策略（GLOBAL PRICING-THREE POLICY ALTERNATIVES）1.Extension/ethnocentric2.Adaptation/polycentric3.Invention/geocentricCHAPTER 13掌握分销渠道（Channel of distribution）的定义：Channel of distribution American marketing association defines channel of distribution as"an organized network of agencies and institutions which, in combination, perform all the activities required to link producers withusers to accomplish the marketing task."掌握分销(marketing channels)的目的: The purpose of marketing channels is to create utility for customers.掌握渠道的效用：The major categories of channel utility are place (the availability of a product or service in a location that is convenient to a potential customer);time(the availability of a product or service when desired by a customer);form(the product is processed, prepared, and ready to use and in proper condition);and information(answers to questions and general communication about useful product features and benefits are available).了解两种渠道：1.Direct involvement2.Indirect involvement掌握影响渠道因素（CHANNEL OBJECTIVES AND CONSTRAINTS）1. customers characteristics2. products characteristics3. middlemen characteristics4. environment characteristics掌握中间商（Middleman characteristics）的定义：Channel strategy must recognize the characteristics of existing middlemen. Middlemen are in business to maximize their own profit and not that of the manufacturer. They are notorious for cherry picking.了解cherry picking的定义：that is, the practice of taking orders from manufacturers whose products and brands are in demand to avoid any real selling effort for a manufacturer’s products that may required push.DISTRIBUTION CHANNELS:TERMINOLOGY AND STRUCTURE 掌握消费品（CONSUMER PRODUCTS）的主要渠道1.DOOR-TO-DOOR SELLING2.MANUFACTURER-OWNED STORE3.FRANCHISE OPERATIONS/doc/1312473186.html,BINATION STUCTURES掌握工业产品（INDUSTRIAL PRODUCTS）的主要渠道1.M-manufacturer2. W-wholesaler3. MSF-manufacturer's sales force4. D or A-distributor or agentCHAPTER 14掌握全球广告的定义：Global advertising is the use of the same advertising appeals, messages,art, copy, photographs, stories, and video segments in multiple-country markets.了解global advertising content: the extension versus adoption debate了解选择广告代理商的主要因素：In selecting an advertising agency, the following issues should be considered: Company organization, Area coverage, Buyer perception.CHAPTER 15（重点看选择题）掌握几种主要的促销方式（GLOBAL PROMOTION）Advertising（广告）Public Relations and Publicity （公共关系与公众度）Personal selling （个人推销）Sales promotion (营业促销)Direct Marketing（直复营销）Trade Shows and Exhibitions（贸易展示和展会）Sponsorship Promotion （赞助促销）了解公共关系的主要作用：foster goodwill and understanding among constituents both inside and outside the company.还有宣传的特征:Publicity is a nonpaid form of communication (unearned media)掌握推销(personal selling)的定义: personal selling is two-way,personal communication between a company representative and a potential customer as well as back to the company. 掌握推销的主要过程:The selling process is typically divided into several stages:prospecting, preapproaching, aaproaching, presenting, problem solying, handing objections, closing the sale, and following up.了解SALES PROMOTIONTrade promotions are designed to increases productavailability in distribution channels.了解DIRECT MARKETINGThe use of direct marketing is growing rapidly in many parts of the world due to increased use of computer databases, credit cards, and toll-free numbers, as well as changing life-styles.了解TRADE SHOWS AND EXHIBITIONSTrade shows and exhibitions are other promotion vehicles that are increasingly important in the promotional mix, especially for industrial products and in the international marketplace.了解SPONSORSHIP PROMOTION特点：Sponsorship can be used to increase awareness and esteem, to build the brand identification, to enhance the brand’s positioning and sales,and to circumvent advertising restrictions in some countries.。

ch02TheGlobalEconomicEnvironment(全球营销,沃伦·

Influencing the World Economy
Group of Seven (G-7) Organization for Economic Cooperation and Development The Triad
第十三页，共34页。
Marketing Implications of the Stages of Development
Product Saturation Levels
– The percentage of
勇于开始，才能找到成功的路
potential buyers or households that own a particular product – Graph shows that in India a private phone is owned by 1% of the population
• Devaluation is a reduction in the value of the local currency against other currencies
第十八页，共34页。

Managed Dirty Float?
Definitions
– Dirty refers to the fact that central banks, as well as currency traders, buy and sell currency to influence exchange rates
第十六页，共34页。
Overview of International Finance
Foreign exchange makes it possible to do business across the boundary of a national currency Currency of various countries are traded for both immediate (spot) and future (forward) delivery Increases the risk to organizations that are involved in global marketing

国际市场营销环境概述

公共关系
通过公关活动建立和维护企业形象和声誉。公共关系活动包括媒体发布会、公益活动、企业合作等，可以提高企业知名度和美誉度，增强消费者对企业的信任感。
THANKS FOR WATCHING
感谢您的观看
竞争激烈
国际市场竞争日益激烈，企业需要不断提高自身竞争力，以在市场中脱颖而出。
04 国际市场营销战略与实践
市场细分与定位
识别不同国家和地区的消费者需求和行为差异
国际市场由不同国家和地区组成，每个国家和地区的消费者需求、文化、价值观和消费习惯都有所不同。因此，企业需要深入了解目标市场的消费者需求和行为特征，以便进行市场细分和定位。
促销策略
广告宣传
通过各种媒体广告宣传产品特点和优势，提高消费者对产品的认知度和兴趣。广告宣传应根据目标市场的文化和消费习惯进行定制化设计，以更好地吸引消费者。
销售促进
通过打折、赠品、优惠券等销售促进手段，吸引消费者购买产品。销售促进策略应根据市场状况和消费者需求进行调整和创新，以提高销售效果。
市场规模的大小直接影响企业在特定国家的营销投入和市场份额。
社会文化因素
语言
语言是文化的重要组成部分，不同的语言和文化背景要求企业采取相应的营销
策略。
宗教信仰
宗教信仰对消费者的价值观和消费行为有重要影响，企业在营销中需尊重
当地宗教信仰。
教育水平
教育水平影响消费者的信息获取和消费观念，进而影响市场需求和消费行为。
建立分销网络
在国际市场中建立高效、可控的分销网络是关键。企业需要与分销商建立长期合作关系，并加强对分销渠道的管理和控制，以确保产品能够快速、准确地到达目标市场。
分销物流管理
分销物流管理是确保产品及时、准确地送达消费者的关键环节。企业需要优化物流网络，提高运输效率，降低运输成本，以确保分销渠道的高效运作。

ch GlobalMarketingDecisions 全球营销沃伦 J 基

– Identify customers and accumulate detailed information about them
– Differentiate customers and rank them in terms of their value to the company
– Interact with customers and develop more cost efficient and effective forms of interaction
Direct Marketing
– Direct mail – Catalogs – Infomercials, Teleshopping
Event Sponsorship
– Concerts, sporting events – Product placement in movies
Internet Communications
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Hall25.03.2020
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Direct Marketing
Any communication with a consumer or business recipient that is designed to generate a response in the form of:
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Hall25.03.2020
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Direct Marketing vs. Mass Marketing
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Hall25.03.2020
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One-to-One Marketing
Building from Customer Relationship Management

国际市场营销中英对照词汇

国际市场营销重点中英对照词汇总顾客价值total customer value, TCV顾客让渡价值customer delivered value, CDV顾客满意customer satisfraction预期期望值expectation实际感知效果perceived performance美国顾客满意度指标American Customer Satisfaction Index, ACSI 体系市场营销环境marketing environmentSTP 战略SWOT 分析PEST 分析Michael Porter's Five Forces Model 迈克尔波特的“五力模型”（1. Bargaining power of suppliers; 2. Bargaining power of buyers; 3. Entry of competitor; 4. Threat of substitues; 5. Rivalry Among the Existing Player. ）民族主义nationalism自我参照标准self-reference criterion自我中心主义ethnocentrism国际法international law文化冲突cultural shock文化偏见cultural prejudice基督教Christianity伊斯兰教Islam印度教Hinduism佛教Buddhism北美自由贸易协定NAFTA东南亚国家联盟(东盟）ASEAN亚太经合组织APEC石油输出国组织OPEC国际货币基金组织IMF世界贸易组织WTO国际贸易法规委员会UNCTRAL国际标准化组织ISO英美法系British System大陆法系Civil Law System国民总收入/国民生产总值GNP (Gross National Product)国内总收入GDP (Gross Domestic Product)人均收入per captial income恩格尔系数（E）Engel's cofficient出口进入Exporting (indirect ~; direct ~)合同进入Contractual Agreement投资进入Investment \FDI ( joint venture合资企业, wholly-owned subsidiary独资企业)许可证贸易Licensing特许经营Franchising工程承包Turkey Entry\ operations合同制造Contract Manufacturing管理合同Management Contracting产品生命周期PLC产品项目item产品线product line产品组合product mix (宽度width; 深度depth; 长度length;相关性consistency)波士顿矩阵BCG Matrix\Box (Boston Consulting Group)明星产品Stars金牛产品Cash Cow问题产品Question Marks/Problem Children瘦狗产品DogsGE 分析（美国通用电气组合动态分析法General Electric Company）品牌名称brand name品牌标志brand mark品牌含义（attributes 属性；benefits 利益；value 价值；culture 文化；personality 个性；user 使用者）OBM（Own Brand Manufacturer）制造商自有品牌OB (Dealer Brand) 中间商品牌OEM (Original Equipment Manufacturer) 特许品牌策略/原始设备制造商/原产地委托加工/贴牌生产ODM (Original Design Manufacturer) 原始设计商固定成本fixed cost变动成本variable cost平均成本average cost边际成本marginal cost机会成本opportunity cost总成本total cost边际收入marginal revenue边际利润marginal profit边际效应marginal utility需求价格弹性price elasticity of demand成本加成定价法cost-plus pricing目标利润定价法target profit pricing边际成本定价法marginal-cost pricing需求导向定价法demand-oriented pricing竞争导向定价法competition-oriented pricing统一定价策略Extension Pricing Strategy多元定价策略Adaptation Pricing Strategy协调定价策略Invention Pricing Strategy撇脂定价策略Skimming Pricing Strategy渗透定价策略Penetration Pricing Strategy满意价格策略（折中/温和/君子价格）Satisfaction Pricing Strategy 倾销Dumping平行进口Parallel Import目标转移定价International Transfer Pricing Strategy渠道中间商middleman进口/出口中间商import/export intermediary批发商wholesaler零售商retailer零级/一级/二级/多级渠道zero/one/two/multi-level channel渠道决策“6Cs”: (费用cost; 资金capital; 控制control; 市场区域coverage; 特征character; 连续性continuity)标准化分销渠道standard distribution channel差异化分销渠道adapted distribution channel密集分销intensive distribution选择分销selecitve distribution独家分销exclusive distribution促销组合Promotion Mix (advertising 广告；personal selling 人员推销；sales promotion 营业推广；public relations 公共关系）国际营业推广international sales promotion (针对消费者的销售推广consumer promotion; 针对中间商的营业推广intertrade promotion; 针对销售人员的营业推广salesforce promotion)标准化广告策略Standadization Advertising Strategy差异化广告策略Adaptation Advertising Strategy模式化广告策略Pattern Advertising StrategyPOP 广告Point of Purchasing Advertising社会媒体Social Media内容营销Content Marketing直复营销Direct Marketing ( 直销direct selling；直邮营销Mail Selling; 电话营销Telemarketing; 电视营销Cable Selling; 网络营销Online Marketing)。

国际市场营销环境

经济结构
Economic Characteristics
经济特征
International Economic Organization
国际经济组织
The Stage of Economic Development 经济发展水平
At different stages of economic development , inhabitants’ income are different, and customer demands for the product are not the same 经济发展阶段不同，居民的收入不同，顾客对产品的需求也不一样 5 Stages in The Theory of Economic Growth Stages (by W.W.Rostow)
an organic whole consisted of the socio-economic components which reflect the socially productive relations, and is the economic basis determining the rest of the of social relations The composition of national economic departments, systems, and various aspects of social and economic relations in an area, and their mutual ties as well as the restricting proportional relationships
The Definition of International Marketing 国际市场营销环境的含义

关于国际贸易的外文书籍

关于国际贸易的外文书籍国际贸易是当今世界经济中的重要组成部分，对于推动各国经济发展、促进全球经济一体化起到了至关重要的作用。

在了解国际贸易的过程、机制和影响方面，外文书籍是一种重要的资源。

下面我将介绍几本关于国际贸易的外文书籍，供大家参考。

1. "International Trade: Theory and Policy" by Paul Krugman, Maurice Obstfeld, and Marc Melitz这本书是国际贸易理论的经典教材，由诺贝尔经济学奖得主Paul Krugman等联合撰写。

书中通过深入剖析国际贸易模型和政策，介绍了国际贸易的理论基础、政策制定和影响因素等内容。

它为读者提供了了解国际贸易的核心原理和实践的全面视角。

2. "International Trade: A Feasible Approach" by Patrick Low这本书将国际贸易问题置于全球整体的背景下，探讨了国际贸易的发展动力、规则和政策等方面的问题。

作者Patrick Low是世界贸易组织前首席经济学家，他的观点具有独到的洞察力和实践经验。

这本书对于了解国际贸易的实际运行机制和相关政策具有很强的实用性。

3. "The World Trade Organization: A Very Short Introduction" by Amrita Narlikar这本书是关于世界贸易组织（WTO）的简介，可以帮助读者快速了解WTO的发展历程、功能以及对国际贸易的影响。

作者AmritaNarlikar是一位国际政治学家，她在书中详细介绍了WTO的角色和运作方式，并分析了WTO面临的挑战和争议。

这本书对于理解国际贸易规则的制定和实施具有重要意义。

4. "The Box: How the Shipping Container Made the World Smaller and the World Economy Bigger" by Marc Levinson 这本书通过讲述集装箱的发明和应用对国际贸易的影响，揭示了国际贸易和物流运输之间的紧密联系。

ch14GlobalMarketingDecisions(全球营销-沃伦·J·基

• Internet Communications
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ch14GlobalMarketingDecisions(全球营销,沃伦·J·基
Direct Marketing
• Any communication with a consumer or business recipient that is designed to generate a response in the form of:
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ch14GlobalMarketingDecisions(全球营销,沃伦·J·基
The Strategic/Consultative Selling Model
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ch14GlobalMarketingDecisions(全球营销,沃伦·J·基
Couponing
• Couponing
– Printed certificates entitle the bearer to a price reduction or some other special consideration for purchasing a particular product
• Market maturity can also be different from country to country
• Local perceptions of a particular promotional tool or program can vary

国际贸易书

国际贸易书以下是一些有关国际贸易的书籍推荐：1.《国际贸易：理论与政策》（International Trade: Theory and Policy）- Paul Krugman, Maurice Obstfeld，马克·梅尔文这本经典教材解释了国际贸易的原理和政策，并提供了对全球经济环境变化的分析。

2.《国际贸易实务》（International Trade and Business: Law, Policy and Ethics）- Peter Gillies该书提供了关于国际贸易法、政策和道德方面的详细知识，适合那些对国际贸易实践感兴趣的读者。

3.《国际商务实践》（International Business: Competing in the Global Marketplace）- Charles W.L. Hill, G. Tomas M. Hult这本书介绍了国际商务的基本概念和实践，并对国际贸易的重要问题进行了深入分析，同时还涵盖了跨国公司和全球化趋势。

4.《全球贸易与投资》（Global Trade and Investment）- John F. Due, Ioana Cristina Barbu, Thomas L. Brewer该书探讨了全球贸易和投资的重要性，以及国际贸易政策和实践的影响。

它还提供了一些理论框架，用于分析全球经济中的贸易和投资问题。

5.《国际商务管理》（International Business Management: A Guide for Students and Practitioners）- Dr. Kamel Mellahi, Dr. Ravi Pappu, Dr. David J. Gillis这本书涵盖了国际商务管理的各个方面，包括国际贸易、市场营销、跨国公司和国际商务谈判等重要领域。

它是一本综合性的教材，适合学生和从业者阅读。

国际市场营销环境分析PPT培训课件

特点
国际市场营销具有多国性、差异性、复杂性和风险性等特点，需要企业在多个国家开展市场营销活动，面对不同国家和地区的文化、经济、政治等方面的差异，同时需要应对各种不确定性和风险。
营销策略与全球市场
营销策略
国际市场营销需要制定全球化的营销策略，包括目标市场选择、产品定位、价格策略、渠道策略和促销策略等。
降低生产成本
在国际市场上，企业可以寻找低成本的生产基地，降低生产成本，提高盈利能力。
增强企业竞争力
国际市场营销可以帮助企业了解全球市场趋势和竞争对手情况，提高企业的竞争力和应对
能力。
02
国际市场营销环境分析
宏观环境因素
政治法律环境
经济环境
影响企业国际营销活动的政治制度、政治形势和政策法规等。如政治稳定性、关税政策、进口限制等。
案例一：华为的国际市场营销战略
华为概况
华为是一家中国的科技企业，专注于通信设备和智能终端的研发、生产和销售。
国际市场营销战略
华为采取了多元化的国际市场营销战略，包括品牌建设、渠道拓展、合作伙伴关系建立等。
面临的挑战
华为在国际化过程中面临了诸多挑战，如政治风险、知识产权纠纷、文化差异等。
国际市场营销环境分析ppt培训课件
• 国际市场营销概述 • 国际市场营销环境分析 • 国际市场营销战略 • 国际市场营销的挑战与机遇 • 国际市场营销案例分析
01
国际市场营销概述
定义与特点
定义
国际市场营销是指企业在跨国界环境中进行的市场营销活动，旨在满足不同国家和地区的消费者需求并实现企业盈利。
针对国际市场的不确定性和风险，制定有效的供应链风险管理策略，保障供应链的稳定性和可靠性。

ch09Global Market Entry Strategies(全球营销,沃伦·J·基坎;第四版)

Chapter 9 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
Power Point by Kristopher Blanchard North Central University
© 2005 Prentice Hall
© 2005 Prentice Hall
5 Attributes of True Global Strategic Partnerships
Two or more companies develop a joint long-term strategy Relationship is reciprocal Partners’ vision and efforts are global Relationship is organized along horizontal lines (not vertical) When competing in markets not covered by alliance, participants retain national and ideological identities
Disadvantages
– Requires more investment than a licensing agreement – Must share rewards as well as risks – Requires strong coordination – Potential for conflict among partners – Partner may become a competitor
© 2005 Prentice Hall

全球营销英文版最新版教学课件第4章

4-7
Society, Culture, and Global Consumer Culture
• Global consumer cultures are emerging
– Persons who share meaningful sets of consumptionrelated symbols
4-14
Dietary Preferences
• Domino’s Pizza pulled out of Italy because its products were seen as “too American” with bold tomato sauce and heavy toppings.
4-16
Language and Communication
Pronounced “shu” Sounds like “I hope you have bad luck”.
Sounds like “break into pieces or fall apart”.
Sounds like “death” or “the end”.
– Pub culture, coffee culture, fast-food culture, credit card culture
• Primarily the product of a technologically interconnected world
– Internet – Satellite TV – Cell phones
4-3
Society, Culture and Global Consumer Culture
• Culture–ways of living, built up by a group of human beings, that are transmitted from one generation to another

ch03TheGlobalTradeEnvironment(全球营销,沃伦·J·

© 2005 Prentice Hall
3-5
North America
Canada, United States, Mexico NAFTA establisБайду номын сангаасed free trade area
– all three nations pledge to promote economic growth through tariff reductions and expanded trade and investment
3-4
Preferential Trade Agreements
Many countries seek to lower barriers to trade within their regions
– Free Trade Areas – Customs Unions – Common Market – Economic Unions
Antigua, Barbuda, Bahamas, Barbados, Belize, Dominica, Grenada, Guyana, Haiti, Jamaica, Montserrat, St. Kitts, St. Lucia, St. Vincent, the Grenadines, Trinidad, Tobago
Countries found in violation of WTO rules are expected to change policies or else face sanctions
© 2005 Prentice Hall
3-3
Recent WTO Cases
© 2005 Prentice Hall

百思买国际市场营销调研英文

Chinese market. So it has closed 9 stores in mainland of China,
28
What can we learn from this lesson?
■ respect habits of Chinese consemers ■ make full preparetion before entering into a new market
20
challenge
casting couch
Operation system of Bestbuy
21
5
Failure & Recommendation
22
Bestbuy announced on the official website, It will
close 9 stores in mainland of China
5
"Company of the Year" in 2004 "Specialty Retailer of the Decade"in 2001 ranked in the Top 10 of "America's Most Generous Corporations" in 2005 made Fortune magazine's List of Most Admired Companies in 2006
• New stores
Threats
• Competition • Rising labor wages • Soaring consumer price
16
Competitive analysis

全球市场营销概念

价格策略
统一定价策略
在全球范围内设置统一的价格，这有助于简化定价管理，但由于全球市场的成本、竞争和购买力差异，可能导致在某些市场失去竞争力。
差异化定价策略
根据目标市场的成本、竞争状况和消费者的购买力等因素制定不同的价格。这种策略能够更好地适应各个市场的实际情况，但管理复杂度较高。
分销策略
02
全球市场营销的环境分析
全球经济环境
01
02
03
经济增长接影响，影响消费者的购买力和消费习惯。
汇率波动
不同国家的货币汇率波动会影响跨国交易的成本和利润，进而影响全球市场营销策略。
国际贸易政策
贸易保护主义、关税变动、非关税壁垒等国际贸易政策对全球市场营销的运作和成本有重要影响。
03
全球市场营销策略
产品策略
标准化产品策略
在全球范围内推行统一的产品设计和特性，通过规模效应降低成本并简化供应链管理。这种策略适用于那些需求相对统一的全球市场。
本地化产品策略
根据目标市场的特定需求和文化背景调整产品设计和特性。这种策略能够更好地满足本地市场的需求，但需要更高的研发和生产成本。
直接分销
通过公司自己的销售渠道直接将产品销售给最终消费者，这有助于更好地控制市场和品牌形象，但需要大量的投资和资源。
间接分销
通过合作伙伴、代理商或分销商等中间渠道销售产品，这能够利用本地市场的资源和网络，降低进入新市场的成本和风险。
促销策略
全球化广告策略
通过全球性的广告宣传活动推广产品，塑造统一的品牌形象和品牌价值，适用于具有广泛认知度和影响力的品牌。
本地化广告策略
针对不同市场的文化、习俗和需求定制广告宣传，更好地与本地消费者产生共鸣，但需要更高的营销投入和更复杂的营销管理。

基根全球营销(第8版)中文PPT 第1章

地制宜相结合的战略
1-20
影响全球一体化和全球营销的作用力
• 多边贸易协定 • 趋同的市场需求和欲望以及信息革命 • 交通和通信技术的进步 • 产品开发成本
1-21
影响全球一体化和全球营销的作用力
• 质量
– 一家全球公司和一家国内公司可能各自都将销售额的5%花费在研发s
• 世界经济趋势
– 2008年经济危机 – 全球自由市场运动
1-22
影响全球一体化和全球营销的作用力
• 杠杆作用
– 经验照搬 – 规模经济 – 资源利用 – 全球战略
1-23
影响全球一体化和全球营销的制约作用力
• 管理层的短视 • 组织文化 • 国家的控制 • 全球化的反对势力
1-24
• 第Ⅰ篇：引言
全书结构
• 第Ⅱ篇：全球营销环境
• 第Ⅲ篇：进军全球市场
• 市场营销: 通过创造、沟通、开发和交换等方式向顾客、合作伙伴和社会整体提供相关价值的活动、制度和过程。
• 全球营销: 将资源集中于开拓和利用全球的市场机会并规避其中的风险。
1-3
价值链与价值主张
• 价值链:
营销还可看作一系列活动和过程，它与产品设计、制造以及运输物流一起，构成了一个企业的价值链。
——雀巢公司前董事长赫尔穆特·莫彻尔
1-8
全球营销：是什么，不是什么
一国营销战略
• 目标市场战略 • 开发营销组合
– 产品 – 价格 – 渠道 – 促销
全球营销战略
• 全球市场竞争 • 开发营销组合
– 产品调整或产品标准化 – 价格调整或价格标准化 – 渠道调整或渠道标准化 – 促销调整或促销标准化
广告语：“我就喜欢”

外贸书籍推荐

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