第16版国际营销重点.docxVIP

精品文档 精品文档 精品文档 精品文档 1，international marketing（国际营销）： is the performance of business activities designed to plan,price,promote,and direct the flow of company ’s goods and services to consumers or users in more than one nation for profit. 国际营销是指对商品和劳务流入一个以上国家的消费者或用户手中的过程进行计划、定价、促销和引导，以便获取利润的活动。 Self-reference criterion(SRC)自我参照标准 The SRC is an unconscious reference to one ’ s own cultural values,experience, and knowledge as a basis for decisions. 是指无意识的参照个人的文化价值观、经验和知识，作为决策的依据。 ethnocentrism 民族中心主义 Ethnocentrism is the notion that people in one’s own company,culture,or country know best how to do things.’ 如何避免 SRC 建立全球意识？ Select individual(个人的，独特的） managers specifically for their demonstrated global awareness 选择有全球意识的个人经理 Personal relationships in other countries. 在其他国家的人际关系 Successful long-term business relationships with foreign customs 和外国长期的贸易关系 Have a culturally diverse senior executive staff or board of directors 有一个多元文化的高级主管或者董事会 国际营销的五个阶段 1.No direct foreign marketing 2.Infrequent foreign marketing 3.Regular foreign marketing 4.International marketing 5.Global marketing 6.三种策略导向 See international marketing as ancillary to the domestic operations. 国际营销用来辅助国内业务 See international marketing as a crucial aspect of sales revenue generation but treats each market as a separate entity. 将国际营销作为销售收入的一个重要方面，但是把每一个市场当做独立的实体对待 Common consumer characteristics and behaviors come into play as key segmentation variables applied across countries 共同的消费特性和消费行为作为应用于各国的主要细分变量。 7.新兴大市场的特点 1.are all geographically large 2.have significant populations represent sizable markets for a wide range of products have strong rates of growth or the potential for significant growth 5.have undertaken significant programs of economic reform 6.are of major political importance within their regions 7.are “regional economic drivers” 8.will engender further expansion in neighboring markets as they grow(逐步扩张周边市场） 文化的定义 Culture is the sum of the values ,rituals,symbols,beliefs,and thought processes tha