国际市场营销

作者简介

什么是市场营销的9Ps?为什么国际市场营销如此重要?公司应该在什么时候、在何种条件下进入国际市场?环境变化会产生什么影响，应该如何对这些变化作出反应?本书对上述问题及其他有关问题作了清楚而确切的解释。对于那些接受短期培训的管理者、MBA，以及想迅速了解这一问题核心内容的教师和学生来说，都不失为极具价值的参考书。它还可以作为管理人员的藏书，以及那些有抱负的管理人员完善自己知识和技能的参考资料。

书籍目录

Contents

Introduction

1 People

Segmentation

Negotiation

Sales

Checklist: be aware

References and further reading

2 Process

Levels of competitiveness

Export sales

Exporting with local technical presence

Intemationalization beyond exporting

Investment issues

Checklist: be aware

References and further reading

3 Power

Corporate power: is it transferable?

Market power: can it be measured?

Market power of trading blocs

Checklist: be aware

References and further reading

4 Product/service

Bland products for a global market?

Standardization

Adaptation

Local cultural interfaces

Checklist: be aware

References and further reading

5 Promotion and publicity

Transferability

Origination costs for foreign markets

The importance of publidty and public relations

Checklist: be aware

References and further reading

6 Pricing

Bringing the product/service to the foreign market

Additional foreign costs

Recovering funds from abroad

Positioning for competitiveness

Checklist: be aware

Appendix: INCOTERMS 1990

References and further reading

Place of sale/distribution

Moving goods from the factory to the foreign markets

Comparing channels of distribution

Producer, intermediary and customer perceptions

Trends in place of sale/distribution

Trade-offs in setting customer service levels

Checklist: be aware

References and further reading

7 Planning and control

Foreign markets can be planned and controlled

Infonnation inputs required

Assessing and evaluating foreign market information

A longer-term horizon for investment

Checklist: be aware

8 References and further reading

9 Precedents

Political

Legal

Sodal

Commercial

Checklist: be aware

References and further reading

Bibliography

Index

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