國際市場營銷

內(nèi)容概要

什么是市場營銷的9Ps?為什么國際市場營銷如此重要?公司應(yīng)該在什么時(shí)候、在何種條件下進(jìn)入國際市場?環(huán)境變化會產(chǎn)生什么影響，應(yīng)該如何對這些變化作出反應(yīng)?本書對上述問題及其他有關(guān)問題作了清楚而確切的解釋。對于那些接受短期培訓(xùn)的管理者、MBA，以及想迅速了解這一問題核心內(nèi)容的教師和學(xué)生來說，都不失為極具價(jià)值的參考書。它還可以作為管理人員的藏書，以及那些有抱負(fù)的管理人員完善自己知識和技能的參考資料。

書籍目錄

Contents
Introduction
1 People
Segmentation
Negotiation
Sales
Checklist: be aware
References and further reading
2 Process
Levels of competitiveness
Export sales
Exporting with local technical presence
Intemationalization beyond exporting
Investment issues
Checklist: be aware
References and further reading
3 Power
Corporate power: is it transferable?
Market power: can it be measured?
Market power of trading blocs
Checklist: be aware
References and further reading
4 Product/service
Bland products for a global market?
Standardization
Adaptation
Local cultural interfaces
Checklist: be aware
References and further reading
5 Promotion and publicity
Transferability
Origination costs for foreign markets
The importance of publidty and public relations
Checklist: be aware
References and further reading
6 Pricing
Bringing the product/service to the foreign market
Additional foreign costs
Recovering funds from abroad
Positioning for competitiveness
Checklist: be aware
Appendix: INCOTERMS 1990
References and further reading
Place of sale/distribution
Moving goods from the factory to the foreign markets
Comparing channels of distribution
Producer, intermediary and customer perceptions
Trends in place of sale/distribution
Trade-offs in setting customer service levels
Checklist: be aware
References and further reading
7 Planning and control
Foreign markets can be planned and controlled
Infonnation inputs required
Assessing and evaluating foreign market information
A longer-term horizon for investment
Checklist: be aware
8 References and further reading
9 Precedents
Political
Legal
Sodal
Commercial
Checklist: be aware
References and further reading
Bibliography
Index

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