国际市场营销实务(英) 市场营销 陈谊
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北京丰台
认证卖家担保交易快速发货售后保障
作者陈谊
出版社对外经济贸易大学出版社
ISBN9787566300683
出版时间2011-08
版次1
装帧平装
开本16
定价34元
货号xhwx_1200164818
上书时间2024-11-26
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目录：
module one deci whether to internationalize
task one preparation for international marketing 3
i basic knowledge of international marketing 4
1.definition of international marketing 4
2.enviroment and challenges of international marketing 5
skill training 1.1 7
3.levels of international marketing involvement and marketing concepts in each level 8
ii the decision whether to internationalize 10
1.information search 10
2.identify drivers of international expansion 11
3.decision making 15
iii international marketing management process 15
iv prepare you for a good international marketer 16
skill training 1.2 17
营销实训练 19
module two deci which markets to enter and how to enter
task two international marketing research 25
i basic knowledge of international marketing research 25
1.definition of international marketing research 26
2.international marketing research process in general 26
ii international marketing research process in details 27
1.scope of international marketing research 28
2.collecting data 32
3.analysing data and predicting business trend 38
iii how to design a questionnaire 38
skill training 2.1 41
营销实训练 44
task three analysis of the international marketing environment 47
i importance of international business environment analysis 47
ii analysis of international business environment 48
1.analysis of international economic environment 49
2.political/legal environment 53
3.analysis of international petition environment 57
skill training 3.1 58
4.analysis of technological environment 58
5.natural environment 59
6.demographic environment 60
7.cultural environment 61
营销实训练 68
task four analysis of international buyers’ purchasing behaviour 71
i analysis of international consumer buying behaviour 71
1.the scope of international consumer analysis 72
2.analysis of international consumer buying behaviour 73
skill training 4.1 74
skill training 4.2 81
ii analysis of international organizational buyer behaviour 82
1.definition and types of international organizational markets 82
2.characteristics of organizational markets 83
3.international organization purchasing process 84
4.influence of buying centre on the organizational purchasing 85
skill training 4.3 86
5.other factors that influence organizational buyers’ behaviour 87
营销实训练 88
task five international market segmentation and selection 91
internal analysis 91
marketing objectives setting 92
i international market segmentation 93
1.importance of international market segmentation 93
2.requirements for international segmentation 94
3.criteria for segmenting markets 95
4.international segmentation process 98
ii international market selection 100
1.assigning a score to each screening criteria and score the criteria 100
2.calculating the total score of each segment 100
3.selecting the prime market 100
4.developing sub-segments in each prime segment 100
5.selecting the target market 101
iv market expansion strategy 101
1.timing of market expansion 101
2.concentration versus diversification 102
skill training 5.1 106
营销实训练 107
task six international markets entry mode selection 111
i alternatives of entry modes 111
1.export entry mode 112
skill training 6.1 114
2.contractual entry mode 115
3.investment entry mode 118
4.strategic alliances 121
ii factors affecting entry mode selection 122
1.internal factors 122
2.external factors 123
iii decision on international entry mode 125
1.summary of different entry modes 126
2.decision on the entry mode 127
3.redesigning of organizational structure after entry modes are chosen 127
营销实训练 130
module three designing the international marketing program
task seven international product and brand strategy 137
i introduction to international products 137
1.definition of international products 138
2.category of international products 138
3.levels of international products 139
ii international product itioning 141
1.factors affecting international product itioning 142
2.approaches to ition international products 143
3.re-itioning 144
iii international product strategies 144
1.international product mix strategy 144
2.new product development 149
3.international product life cycle strategy 153
iv international bran strategy 156
1.introduction to a brand 156
2.bran decision in the international market 157
3.managing a brand 165
营销实训练 167
task eight international pricing strategies 171
i pricing considerations for international marketing 171
1.importance of pricing in international marketing 172
2.factors affecting international pricing 172
ii the international market pricing approaches 179
1.cost-based pricing 179
2.market-orientated pricing 181
3.petition-orientated pricing 182
skill training 8.1 183
iii developing pricing strategies in international marketing 183
1.developing the pricing strategies for esting products 183
2.pricing strategies for new products 187
3.other pricing strategies 189
营销实训练 193
task nine international distribution strategy 197
i introduction to international distribution system 198
1.definition and importance of distribution channels 198
2.overview of international distribution channel structure 198
3.distribution system of some china’s major trade partners 200
ii establishment of the international distribution channel 202
1.considering determinants of channel decisions 203
2.setting channel objectives 207
3.identifying the intermediaries 207
4.designing the structure of international distribution channe 209
skill training 9.1 211
5.selecting intermediaries 211
iii management of international distribution channel 214
1.speized management 215
2.intermediary motivation 215
3.evaluation and adjustment of intermediaries 216
营销实训练 217
task ten international promotion strategies 221
i factors affecting international product promotion 221
1.languages 222
2.culture 222
3.legal and regulatory conditions 222
4.petition 223
ii strategies of international promotional mix 223
1.international munication process 223
2.advertising strategy 224
3.personal selling strategy 226
skill training 10.1 229
4.international public relations 231
5.international sales promotion 234
6.international direct marketing 236
skill training 10.2 240
7.integrated marketing munications 240
营销实训练 242
task eleven international service marketing 245
i introduction to international service marketing 245
1.scope of service sector 246
2.characteristics of service 246
3.differences between products marketing and service marketing 247
4.approaches of service internationalization 248
ii strategies of international service marketing 250
1.setting the objective of international service marketing 251
2.factors determining international service customers’ satisfaction 251
3.marketing strategies to international service 255
skill training 11.1 258
营销实训练 264
module four managing and exten international marketing
task twelve international marketing implementation，control and extension 269
i international marketing implementation and control 269
1.international marketing implementation 269
2.control of international marketing activities 271
skill training 12.1 272
ii international marketing extension―international green marketing 273
1.importance of green marketing 274
2.motivation for international green marketing of chinese panies 274
3.strategies of international green marketing 276
iii international marketing extension―managing marketing ethics 281
1.definition of marketing ethics 283
2.issues caused by deviation from marketing ethical principles 283
3.reasons why panies deviate from accepted marketing ethical rules 285
skill training 12.2 285
4.how to manage marketing ethics in internationalization 286
营销实训练 290
appendix 1 293
appendix 2 297
参文献 301
内容简介：
本书分为四个模块，个模块是国际营销开展决策，包括国际营销准备；第二个模块是国际市场选择和进入方式决策，包括国际市场调研、国际市场营销分析、国际购买行为分析、国际市场细分与选择、国际市场进入方式选择；第三个模块是国际市场营销组合决策，包括产品与品牌策略、国际产品定价策略、国际产品分销策略等；第四个模块是国际营销管理与延伸，包括十二国际营销的执行、控制与延伸。
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