国际市场营销ppt

《国际市场营销ppt》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、InternationalMarketing国际营销参考用书国际营销。卡瑞（Curry,J.E.）著；俞利军导读。—上海：上海外语教育出版社，2009。（“简明商务英语系列教程”由上海外语教育出版社从美国世界贸易图书出版社引进，共12本，涉及商科知识的各个领域，包括《国际经济学》、《国际营销》、《国际支付》、《国际贸易单证》、《国际商务合同》等。）国际营销实践教程。卡瑞（Curry,J.E.）著；张蔚主编。—上海：上海外语教育出版社，2013。国际营销（第16版）。（美）凯特奥拉等著；崔新健改编。北京：中国人民大学出版社，2013。AssessmentFinalGrade100

2、AssessmentFinalTest10080%ClassWork10020%FinalGrade10%ListenattentivelyRespondquicklyParticipateactively10%，Absentforthreetimes,youwillcertainlyfailthecourse80%BothfromtextbookandfromothersourcesAttendancePerformanceFinaltestOverviewofthecoursePartone:MarketingBasicsParttwo:Globalenvironmento

3、finternationalmarketingPartthree:Marketingresearch&MarketingplanPartfour:StrategydevelopmentContentsChapter1:MarketingbasicsChapter2:TheroleofgovernmentsChapter3:TheroleofculturalforcesChapter4:Marketresearch&marketingplanChapter5:DevelopingproductsforforeignmarketChapter6:Pricingforinternat

4、ionalmarketsChapter7:InternationalmarketingchannelsChapter8:AdvertisingandPromotionsChapter1:MarketingBasicsWhatshouldyoulearn?DefinitionofmarketingandinternationalmarketingThescopeoftheinternationalmarketingtaskTheincreasingimportanceofglobalawarenessThemotivationforinternationaltradeandthe

5、importanceofbalance-of-paymentfigurestoacountry’seconomyMarketingHowtodefinemarketing?Marketingistheactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyatlarge.(ApprovedJuly2013)美国市场营销协会（Americ

6、anMarketingAssociation,AMA）市场营销是在创造、沟通、传播和交换产品中，为顾客、客户、合作伙伴以及整个社会带来价值的一系列活动、过程和体系。（该定义于2013年7月通过美国市场营销协会董事会一致审核）MarketingMixMarketingmixisthesetofmarketingtoolsthatthefirmusestopursueitsmarketingobjectivesinthetargetmarket.ItusuallyreferstoE.JeromeMcCarthy's4Pclassificationfordevelopinganeff

7、ectivemarketingstrategy.Product:theselectionanddevelopmentoftheproductPrice:determinationofpricePlace:selectionanddesignofdistributionchannelsPromotion:allaspectsofgeneratingorenhancingdemandfortheproduct,includingadvertising营销组合营销组合是一种市场营销中用到的工具，营