国际市场营销复习版.docVIP

国际市场营销复习版： 1. 国际市场营销International marketing 教师提示 国际营销目的：为客户创造更多价值 Value equation = benefit/price Improve the benefit for customers/cut the price —— 4Ps（price, promotion, product and place） 课件诠释 （1）The essence of marketing is to surpass the competition at the task of creating perceived value for customers. （2）Create value for customers by improving benefits or reducing price Improve the product Find new distribution channels Create better communications Cut monetary and non-monetary costs and prices 2. 比较全球市场营销和单个市场营销 International Marketing: What It Is and What It Isn’t 教师提示 Single country 和国际不同 ——国际市场参与；标准化和适应（standardization or adaptation） 课件诠释 Single Country Marketing Strategy Target market strategy Marketing mix Product Price Promotion Place International Marketing Strategy International market participation Marketing mix development 4 P’s: adapt or standardize? Concentration of marketing activities Coordination of marketing activities Integration of competitive moves (1) In single country marketing, strategy development addresses two fundamental issues: choosing a target and developing a marketing mix. (2) International Marketing Strategy: Global market participation: the extent to which a company has operations in major world markets. Standardization vs. adaptation: the extent to which each marketing mix element can be standardized or adapted in various country markets. Concentration of marketing activities: the extent to which activities related to the marketing mix. Coordination of marketing activities: the extent to which activities related to the marketing mix are planned and executed interdependently around the global. Integration of competitive moves: the extent to which a firm’s competitive marketing tactics in different parts of the world are interdependent. 3. 管理导向 management orientation 教师提示 （1）母国导向：本国is the best and unique; KW: superior, similarities（只看到相似处）, 本国成功可推广到其他地方，标准化或延伸 （2）多国导向：每个国家都是独特的，每个分公司都是独立的，应该实施自己的策略，因此会导致Localize 和 adap