國際市場營銷技術(shù)

內(nèi)容概要

　　《國際市場營銷技術(shù)》涵蓋了營銷基本概念、市場分析、營銷調(diào)研、市場細(xì)分、目標(biāo)市場選擇和定位、營銷計(jì)劃、營銷組合等各基本層面的知識和方法?！　　　”緯膬?nèi)容涵蓋了近年來市場營銷領(lǐng)域最新進(jìn)展，市場營銷的基本理念和實(shí)施技巧，營銷基本概念、市場分析、營銷調(diào)研、市場細(xì)分、目標(biāo)市場選擇和定位、營銷計(jì)劃、營銷組織等基本層面的的知識和方法，并介紹了近年來日益受到重視的內(nèi)部營銷理念、B2B營銷和互聯(lián)網(wǎng)營銷。同時(shí)，基于品牌戰(zhàn)略關(guān)系到企業(yè)生存和發(fā)展的認(rèn)識，本書也對此作了專門的介紹，希望對于想了解營銷的人士有所幫助，并提供大量翔實(shí)案例和營銷領(lǐng)域最新資訊。全書共由十章內(nèi)容組成，是大學(xué)商務(wù)英語專業(yè)和商務(wù)管理專業(yè)教材?！　”緯勺鳛槠髽I(yè)營銷從業(yè)人士，或其他營銷愛好者進(jìn)修提高的參考書，亦可作為大學(xué)商務(wù)英語專業(yè)或商務(wù)管理專業(yè)的教材。

書籍目錄

Chapter 1 Introduction of MarketingSection 1 What Is Marketing?Section 2 A The Notions of MarketingB Internal MarketingSection 3 Case StudyIntroduction of Case StudySection 4 Supplementary ReadingThe Elements of a Successful Marketing CampaignChapter 2 Market AnalysisSection 1 Defining the MarketSection 2 A Introduction to Market ShareB Competitor AnalysisSection 3 Case StudyMarket Share——DixonsSection 4 Supplementary ReadingChanging Patterns in Consumer Demend——Snow Sport HolidaysChapter 3 Consumer BehaviorSection 1 IntroductionSection 2 A Buting ProcessB Customer Buting Process for New BehaviorSection 3 Case StudyIntroduction of Children on Buyer BehaviorSection 4 Supplementary ReadingUn-Retiring Wallets and No Blue Hair：Senior WomenChapter 4 Selection of MarketChapter 5 Marketing ResearchChapter 6 Marketing PlamChapter 7 Marketing MixChapter 8 B2B MarketingChapter 9 Internet-marketingChapter 10 Branding StrategyReferences（參考書目）

章節(jié)摘錄

　　A maket can be defined as follows：　　A market is the set of all actual and potential buyers of a product or service.　　This definition suggests that a market is the total value and/or volume of products that satisfy the same customer need.　　For example， if the customer need is "eat breakfast"， then the relevant market could be defined as the "Breakfast Food Market". Many products would be relevant to measuring and analyzing such a market：　　-Breakfast cereals　　-Nutrition bars　　-Porridge/oats　　-Specialty breads （e. g. croissants）　　-Fast-food outlets serving breakfast　　In defining a market， it is important not to focus only on products/services that cur-rently meet the customer need. For example， the button manufacturer who believed that his market was the "button market" would have made some poor marketing decisions un- less he had seen the arrival of products such aszips--which also satisfy the same need--"to fasten clothes".　　Thinking about customcr needs first， and then idcntifying the products that meet those needs is the best way to define a market. However， it is also important not to define a market too broadly. For example， it is not particularly helpful for a marketing manager to define his or her market as the "food market" or the "transport market". The purpose of markct definition is to provide a meaningful framework for analysis and decision-ma-king.　　For example， consider the "entertainment market". The customer need is to be "en-tertained". There are; many products and services thai can claim to meet that need in dif-ferent ways：　　At home：　　--Television　　--Radio　　--Video　　--DVD　　--Games consoles　　Outside the Home：　　一Theatre　　一Theme parks--　　一Opem　　Sporting events　　It is important to avoid too broad a definition of a market．For example，it ill be moremanageable for marketing managei~in the sporting evenls manet to further　efine their market definition into mole detailed classes or senents．　　To help with calculating market share，the following definitions are helpful：　　Product class—e．g．computers，televisions，holidays　　Product sube．1ass--e．g．laptops，digital televisions，long-haul holidays Product brandsme．g．Dell，Panasonic　　Dell as a brand．for the purposes of measuring market share，is only concerned withthe aggregate of all other travel brands that sadsfy　the samee group of eustomePs·However， Kuoni also needs to be aware of the trends in mobile computer and the PC rnalket in ge— neral．　　Before delving too deep into the stuay of marketing，it is worth pausing to consider the different types of manet that exist．Markets earl be analy zed via the product itself，or　end．consumer，or both．In this chapter We focus ON eonsIlmer markets．　　Consumer markets are the markets for products and services bought by individuals for　their own orfamny USe．Coods boughtin consulnelyma~ets caII be categorizedin several　ways：　　·Fret-moving ClMIsIHnel"goods　　—These are high volume。low unit value，fast repurchasem　　Examples include：Ready meals；Ice ere．a(chǎn)m；Newspapers　　·ConsilDinelr durables　　—These haye low volume but high unit value．Consumer durables are often further divi-　ded into：　　一Wh／tegoods（e．g．fage—freezers；cookers；dishwashers；microwaves）　　一Brown　goods（e．g DVD players；games consoles；personal computers）　　·Soft goods　　—Soft goods are similar to consunler durables．except that they wear out more quickly　and therefore have a sho~er replacement cycle．Examples include clothes，shoes．　　·Services（e．g．hairdressing，dentism，childcare）　　1．Normally，which kind of goods／service has the longest repumhase cycle?　　A．Soft goods．　　B．Consmner durables．　　C．Fast moving consumer g00ds．D．Childcare service．　　2．KFCandMcDonalds are popular all aroundtheworld．Which kind of goods dothey　　provide onthemarket?　　A．Fast moving consumer goods．　B．White goods．　　C．Brown g00ds．D．Soft goods．　　3．Two scienfism，Edwardand Daniel，set up a company oftheir own．Which ofthefol　　lowingisthe bestforthemto definethemaiket?　　A．Hi—tech market．　　B．1T maflcet．　　C．Intemetservicemarket．D．Intemet softwaremarket．　　Why can’t amarket be defmedtoo broad ortoo narrow?　　Section 2 A　　Ontroduction toMarkot Share　　Market share Call be defined as the percentage of all sales within a market that is held by one brand／product or company．Market share call be measured in several ways． However．the two most important measures aIe by：

媒體關(guān)注與評論

　　序1　　自中國加入WTO以來，國外著名跨國集團(tuán)公司、金融機(jī)構(gòu)、工商企業(yè)紛紛搶灘中國市場，在中國設(shè)立分支機(jī)構(gòu)、分公司及合資企業(yè)，引發(fā)了新一輪對高素質(zhì)復(fù)合型外經(jīng)貿(mào)人才的需求：要求他們具備良好的英語聽、說、讀、寫、譯及對外交流、溝通的能力，同時(shí)熟知外經(jīng)貿(mào)專業(yè)知識及國際貿(mào)易慣例。所有這些對高等院校在人才培養(yǎng)方面提供了新的挑戰(zhàn)。如何充分利用現(xiàn)有教育資源，培養(yǎng)大批社會急需的復(fù)合型外經(jīng)貿(mào)人才是我們所面臨的重大研究課題?！　∧壳?，許多高等院校關(guān)于如何利用翻譯技巧，準(zhǔn)確處理商務(wù)資料，處理不同信息，進(jìn)行商務(wù)談判的書籍較少；從文化的角度向讀者介紹商務(wù)溝通技巧，不同民族商務(wù)活動的差異、作用、影響等的實(shí)用書籍也不多；此外，隨著現(xiàn)代商務(wù)活動國際化程度的不斷提高，目前全國從事商務(wù)領(lǐng)域活動，包括財(cái)貿(mào)、金融、商務(wù)、經(jīng)濟(jì)、法律、外交等部門的專業(yè)人員和從業(yè)人員也越來越多，閱此，綜合目前的形勢，為滿足廣大教師、學(xué)生、從業(yè)人員的需要，我們有責(zé)任為其提供一套全方位的、綜合性強(qiáng)的現(xiàn)代商務(wù)英語叢書。張立玉院長主編的《現(xiàn)代實(shí)用商務(wù)英語叢　　書》在此做廠成功的嘗試?！　”咎讌矔譃榘朔謨裕骸渡虅?wù)跨文化交際》、《商務(wù)英語英漢門譯》、《商務(wù)英語選讀》、《舊際商務(wù)英語初級口語》、《國際貿(mào)易結(jié)算》、《國際貿(mào)易進(jìn)出口實(shí)務(wù)》、《國　　際市場營銷技術(shù)》、《商務(wù)合同寫作及翻譯》。本套叢書的內(nèi)容涵蓋了當(dāng)今國際商務(wù)最新觀點(diǎn)，最新動態(tài)真。它可以滿足讀者所需要了解的在全球背景下商務(wù)活動的最新進(jìn)展?fàn)顩r，并提供和幫助讀者做好準(zhǔn)備迎接新世紀(jì)國際商務(wù)業(yè)態(tài)的新挑戰(zhàn)?！　”緩臅淖髡呔诟叩葘W(xué)校、研究單位或公司工作，具有豐富的教學(xué)、研究和實(shí)踐經(jīng)驗(yàn)，其中有的同志在商貿(mào)界享有盛名，頗有建樹，且編著過相關(guān)書藉。在編著該套叢書過程中，作者花了近兩年的時(shí)間做了大量的市場調(diào)查和案頭工作，力求使理淪性、實(shí)用性、可讀性有機(jī)結(jié)合?！　「奶讌矔鴥?nèi)容新穎、概念清晰，理論性和實(shí)用性強(qiáng)，通俗易懂、層次分明，其讀者對象雖定位于高等學(xué)校商貿(mào)英語專業(yè)的學(xué)生，但對于外貿(mào)易工作人員、商務(wù)管理人員、外企文員等，也大有裨益。相信該套叢書的出版，定會受到讀者的歡迎?！　?1*2*3　　2003年12月16日

編輯推薦

　　《國際市場營銷技術(shù)》涵蓋了營銷基本概念、市場分析、營銷調(diào)研、市場細(xì)分、目標(biāo)市場選擇和定位、營銷計(jì)劃、營銷組合等各基本層面的知識和方法。

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