国际市场营销课件Global Marketing Management全球市场营销管理概要1.pptxVIP

Global Marketing Management全球市场营销管理;Global Marketing Management全球市场营销管理;Local businesses, even if they have strong brand recognition must look to the international environment for expansion as they compete with national and international brands that have advantages in economies of scale, distribution and brand recognition.本地商业:即使他们有很强的品牌认可,也必须注意国际环境,因为他们与有经济规模,配送,品牌认可优势的国内和国际品牌竞争 Since new trade blocks are continually being formed and through mass communications traditional cultural beliefs and behaviours are being augmented with pop culture market segmentation across borders is a trend in marketing management.因为新贸易区通过大众传媒不断成形,在市场管理中一个趋势是传统文化理念和行为被越过国界的通俗文化市场细分扩张;Example!案例; Another trend in the international environment is a movement toward localization, and customization! People want to buy and support local business and products if they can and they want individualized customer service and product offerings as much as possible, when possible!!! Thus, the crucial question for marketers is “what are the most efficient ways to segment markets?”.国际环境的另一个趋势是本土化和客户化的行为.当可能时,人们会购买本地产品和支持本地商业如果他们能得到尽可能多的个性化客户服务和产品供应;Example; “The Nestle Way!”案例:雀巢的途径;Benefits of Going Global进入全球市场的益处;Global Branding Strategies全球品牌策略;Effective Branding In The International Environment requires;国际环境中有效的品牌策略需要;Planning for Global Markets全球市场的计划;Company Objectives and Resources公司的目标和资源;International Commitment企业承担国际的责任;The International Planning Process国际规划的过程;Phase 1: Preliminary Analysis and Screening阶段1:初步分析和筛选;Phase 2: Adapting the Marketing Mix to Target Markets阶段2:调整营销组合以适应目标市场;3 Questions Generated in Phase 2 阶段2产生的3个问题;Phase 3: Developing the Marketing Plan阶段3:发展营销计划;Plan 4: Implementation and Control阶段4:实施和控制;PRODUCT PRICE PLACE PROMOTION;Alternative Market-Entry Strategies;Exporting出口;Contractual Agreements合同协议; Franchising; Is a business type where a firm, the franchisor provides expertise, a plan, products, and a brand. And the franchisee provides a capital and personal invo