國際營銷

內(nèi)容概要

上海外語教育出版社經(jīng)過精心策劃，適時推出了商務英語知識群的教材——“簡明商務英語系列教程”。這套原版商務英語專業(yè)知識閱讀教材從美國世界貿(mào)易圖書出版社最新引進，共12本，涉及商科知識的各個領域，包括國際經(jīng)濟學、國際貿(mào)易、管理學、營銷學、國際商法、商務談判、商業(yè)倫理、商業(yè)文化、商業(yè)合同、商業(yè)支付等。本系列教材的特點是：知識體系完整，內(nèi)容簡明扼要，語言文字流暢，理論聯(lián)系實際。為了幫助讀者更好地理解商務英語學習所必備的商務專業(yè)知識，本套教材組織了陣容強大的專家委員會，還特邀對外經(jīng)濟貿(mào)易大學商務英語的專家教授為本系列教材撰寫導讀，相信一定會對學習者大有裨益。　　本系列教材可以作為大專院校商務英語、國際貿(mào)易、工商管理等專業(yè)學生的相關課程的教材，同時也可作為企業(yè)各類管理人員的培訓教材或輔導資料，以及廣大商務英語學習者的自學教程或閱讀叢書。

作者簡介

卡瑞(Jeffrey Curry)，曾獲得工商管理碩士和博士學位，是一名知名的國際貿(mào)易專家，多年來在亞洲、北美和歐洲從事大型的國際貿(mào)易業(yè)務和合資企業(yè)的談判活動。他在亞洲和北美教授過管理學、經(jīng)濟學和國際金融等課程。他是《越南通行證》(Passport Vietnam)等書的作者，也是《觀

書籍目錄

Chapter 1: MARKETING BASICSChapter 2: ELEMENTS OF THE MARKETPLACEChapter 3: THE DIMENSIONS OF INTERNATIONAL MARKETINGChapter 4: INTERNATIONAL TRADEChapter 5: THE ROLE OF GOVERNMENTSChapter 6: THE ROLE OF CULTURAL FORCESChapter 7: DEVELOPING PRODUCTS FOR THE FOREIGN MARKETChapter 8: MARKET RESEARCHChapter 9: PREPARING FOR MARKET ENTRYChapter 10: DEVELOPING DISTRIBUTIONChapter 11: ADVERTISING AND PROMOTIONSChapter 12: MAKING CONTACT: DIFFERENT PRODUCTS AND PROMOTIONSChapter 13: STAFFING THE NEW MARKETChapter 14: EVALUATING PERFORMANCEChapter 15: THE MARKETING PLANChapter 16: THE MARKETING AUDITChapter 17: GLOSSARYChapter 18: RESOURCES

章節(jié)摘錄

　　THE LANGUAGE CHALLENGE　　Language is the primary way in which producers and distributors communicate with consumers. Those involved with personal selling will find that speaking the local language isnt optional but a requirement for success. Besides just being able to get the basic information across to the customer, a salesperson also communicates the companys dedication to the marketplace. All salespeople face an uphill battle when trying to promote a product, but those without the requisite language skills may find that the hill is almost vertical.　　Language skills will also come into play when advertising and promotional collateral （brochures, manuals, business cards） are translated. A poorly worded document or mistranslated slogan can sink a sales effort before it even starts. （Wanting to assure their Belgian target audience of the sturdiness of their vehicles, General Motors marketeers once translated their slogan of "Body by Fisher" into Flemish. The resulting translation read more like "Corpse by Fisher" with embarrassing results. One could question whether, even if it had been properly translated, the slogan would have had the desired effect on the Belgian consumers.） The choice of brand names （see Chapter 9） will also rely heavily on how the translation or logo design will play in the new market.　　Prior to distribution, all translated advertising and promotional materials should be reviewed numerous times by native speakers to uncover potential problems. All administrative and sales personnel who will be Working regularly in the target market must have a degree of fluency that will permit their marketing skills to be effective over the long-term.　　THE CULTURE CHALLENGE　　Understanding the target culture is a continuing difficulty, even for major global market players. Pundits may be claiming that the world is becoming more and more homogenized, but theres only scant evidence of it in marketing. Cultural challenges are perceptual, and perception changes regularly. Having a firm understanding of what a culture was like a decade ago is of practically no use today. Cultural research must be continually updated if advertising and promotions are to work.　　Even cultures that have had a long-term relationship with each other can have difficulty communicating. For instance, though the Paris-based House of Chanel has been a name brand in the United States for many decades, they were unable to reach the American market with an ad that was hugely successful in Europe. The now-famous Egoiste fragrance ad-featuring women screaming out the brand name from the windows of a Riviera hotel-made very little sense to the U.S. consumer. The ad was just "too French" for the United States and demonstrates a lack of market research. Another Chanel advertising campaign, this one for the Coco line, featured scantily clad European pop star Vanessa Paradis swinging on a trapeze inside of a birdcage. This ad was quite successful, even though few in the U.S. market knew who Ms. Paradis was. In this case, the sexual nature of the advertisement crossed the cultural line. The same ad, however, would have been banned in much of Asia and the Middle East.

編輯推薦

　　《簡明商務英語系列教程8：國際營銷》可作為大專院校商務英語、國際貿(mào)易、工商管理等專業(yè)學生的相關課程的教材，也可作為企業(yè)各類管理人員的培訓教材或輔導資料，以及廣大商務英語學習者的自學教程或閱讀叢書。

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