全球营销管理复习资料.docVIP

. . . word.zl. 第一章 1.营销的定义：(broadly defined ) social and managerial process where by individuals and groups obtain what they need and want through creating and exchanging products and value with others. (narrow defined ) The process by which companies create value for customers and build strong customer relationships 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. 2. Maslows hierarchy of needs：即马斯洛需求层次理论， 3.价值：V = B / P V = Value B = Perceived Benefits – Perceived Costs P = Price 4.营销组合〔4C、4P〕：市场营销分析要素：2c-6o-4p 2c: competitor , cost 6o:What ? Object 〔购置对象〕Why ? Objective〔购置目的〕Who ? Organization〔购置组织〕How? Operation〔购置方式〕When? Occasion〔购置时机〕Where? Outlet〔购置渠道〕 4p: product , price , place, promotion 四种全球营销组合〔具体概念〕—management orientation and global marketing: ( Different Management Orientations in the Global Arena – EPRG Framework) Ethnocentric Orientation: 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) Polycentric Orientation 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) Regiocentric or Geocentric Orientation: 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 1. economic systems：Three types of economic systems:Capitalist、Socialist、Mixed，based on dominant method of resource allocation、Market allocation、Command or central plan allocation、Mixed allocation. 2.三级区：The location of population Triad〔三极区〕〔north America，EU, Japan 〕table2-7 3.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存自己的贸易壁垒。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