IB-Liu-10-国际企业的市场营销.pptVIP

10. Global Marketing and RD 10.1 Market segmentation 10.2 Product attributes 10.3 Distribution strategy 10.4 Communication strategy 10.5 Pricing strategy 10.6 New product development 10.7 Integrating RD, marketing and production Case: Marketing Coca-Cola in China China major market for Coca-Cola Expected to surpass consumption in the US in the next decade To reach goals aggressive marketing campaign Market information helps define sales and distribution strategies Coca- Colas hurdle is distribution pricing Coke only reaches 8% of population High transportation costs makes Coke most expensive