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 concept

The 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 MARKETING

1.Customer value and the value equation

The task of marketing is to create customer value that is greater than the value created by competitors.

petitive or differential advantage

The 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/P

3.Focus

The third marketing principle is focus, or the concentration of attention.

掌握：全球本土化概念（global localization）：it means a successful global marketer must have the ability to “think globally and act locally”

掌握：MANAGEMENT ORIENTATION

1.Ethnocentric (母国中心)---------international company

Home country is superior, sees similarities in foreign countries

2.Polycentric（东道国中心）-----------multinational company

Each host country is unique sees differences in foreign countries

3.Regiocentric（区域中心）----------global company

Sees similarities and differences in the world region; is ethnocentric or polycentric the rest of the world.

4.Geocentric （世界中心）-------------transnational company

Worldview, 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 SYSTEMS

1.Market allocation

A 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.

mand or central plan allocation

In 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 DEVELOMENT

Using 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 CULTURE

①It is learned, not innate

②The 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 to be relied on.

③Paperwork is important.