全球营销学复习.pdfVIP

Ch1 1.whats global marketing?global localization: think global, act locally （思考全球化） marketing The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organiza- tion goals.(是一个策划和实施 “构思、产品和服务” 的概念、定价、促销和分销的过程，从而创造能够满足 个人和组织目标的交换。) global marketing Practicing marketing in the global environment. 2.The importance of global marketing Wish to achieve maximum growth potential. (希望获得最大的增长潜力) e.g. the US companies: 75% of world market potential is outside their home country Throughout history, companies have achieved worldwide dominance in spite of the smaller size and limited market of their home country. It should be noted, however, that an international presence was essential for their success. （纵观历史，无论是小规模公司还是本国市场有限的公司，他 们都已经获得了全球主导地位。然而，值得一提的是，国际化是他们成功的必要条件) 3.Management orientation Management’s assumptions or beliefs-both conscious and unconscious （管理的假设或信仰都有意识和无意识的） （1）Ethnocentric母国中心导向 e.g. Nissan （尼桑） Home country is superior to the rest of the world. (Foreign markets  secondary) A. Domestic companies: ·See only similarities in markets. （只看到相似的市场。） ·Products and practices that succeed in the home country will be successful anywhere; （产品和实践,成功在本国会成功的任何地方; ） B. international companies: ·Adhere to the notion that the products that succeed in the home country are superior. （坚持认为成功的产品在本国是优越的） ·Products can be sold everywhere without adaptation standardized or extension approach to marketing. （产品可以在各地销售没有适应标准化或扩展的营销手段） （2 ）Polycentric多国中心导向 e.g.: Citicorp, Ford Motor Compan（花旗公司、福特汽车公司） ·Each country is unique. （每个国家是独一无二的） ·Each subsidiar