全球营销管理复习资料.docxVIP

5 5.四种全球营销组合（具体概念）一 man ageme nt orie ntati on and global marketi ng: 第一章 营销的定义：（broadly defi ned ） social and man agerial process where by in dividuals and groups obta in what they n eed and want through creati ng and excha nging products and value with others. （narrow defined ） The process by which companies create value for customers and build strong customer relati on ships in order to capture value from customers in return. Marketing can be defined as a series of activities leading to an exchange transaction between a seller and a buyer at a profit. Maslows hierarchy of needs :即马斯洛需求层次理论， fckf ActHth/altoiii 价值：V = B / P V = Value B = Perceived Ben efits - Perceived Costs P = Price 营销组合（4C、4P）:市场营销分析要素：2c-6o-4p 2c: competitor , cost 6o:What Object （购买对象）Why Objective （购买目的）Who Organization （购买组织）How Operation （购买方式） When Occasion （购买时机） Where Outlet （购买渠道） 4p: product , price , place, promoti on 4a product Custom ar ^uthrh prices Customer place* convenience prormotion- ccmnnunicdCiorv [ ( (Differe nt Man ageme nt Orien tati ons in the Global Arena EPRG Framework) Ethnocen tric Orien tati on: 母国中心导向，认为产品可以不经修改就在世界各地销售，即标准化( standardized)或延伸(extension approach) Polycen tric Orien tati on 多国中心导向，认为产品需根据不同市场条件做适当修改， 即当地化(localized)或因地制宜策略(adaptation approach) Regioce ntric or Geoce ntric Orien tati on: 地区中心导向和全球中心导向，瞄准所选的市场在全球寻求资源 ，实际上是母国中心和多国中心的整合。 第二章 economic systems: Three types of economic systems:Capitalist、Socialist、Mixed，based on dominant method of resource allocati on、 Market allocati on 、 Comma nd or cen tral pla n allocati on 、 Mixed allocati on. 三级区： The location of population Triad (三极区)(north America， EU, Japan ) table2-7 各种经济一体化形态 (degrees of economic cooperation ):1.优惠贸易安排 (preferential trade arrangement ): 成员国通过协定，相互之间提供较优惠的关税。 2.自由贸易区 (free trade area):成员国之间取消绝大多 数商品的关税，每个成员对非成员保留自己的贸易壁垒。 3关税同盟：关税同盟指由两个或两个以上国家签 订协定，相互间免征关税和取消其它壁垒，并对非同盟国家实行统一的关税率而缔结的同盟。它在一体化 程度上高于自由贸易区。 4.共同市场：所谓共同市场，就是在共同市场成员国内完全废除关税与数量限制， 并建立对非成员国的统一关税，同时也允许成员国间资金、劳动力等生产要素的自由流动。