【经管类】《菲利普.科特勒的“市场营销”讲义》---(12)

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1、Chapter12DesigningGlobalMarketOfferingsObjectivesFactorstoConsiderBeforeGoingGlobalSelectingForeignMarketsForeignMarketEntryProductAdaptionforGlobalMarketingManagement&OrganizationofGlobalActivitiesMajorDecisionsinInternationalMarketingDecidingwhethertogoabroadDecidingwhi

2、chmarketstoenterDecidinghowtoenterthemarketDecidingonthemarketingprogramDecidingonthemarketingorganizationChallengesinGoingGlobalShiftingbordersUnstablegovernmentsForeign-exchangeCorruptionTechnologicalpiratingCriteriaforEntryMarketAttractivenessRiskCompetitiveAdvantageFi

3、veModelsofEntryIntoForeignMarketsDirectinvest-mentJointventuresLicensingDirectexportingIndirectExportingAmountofcommitment,risk,control,andprofitpotentialJointVentureLicensing:Sellrightstonamebrand.ContractManufacturing:makeiteminhostcountry;manufacturerofproductonly.Man

4、agementContracting:hiredasMgmt.ConsultanttohostcompanyJointOwnership:trulypartneringwithacompanyinhostcountry,toshareexpertiseandmutualgains.InternationalizationProcessNoExportExportviaAgentsSalesSubsidiariesProductionAbroadFiveInternationalProductandPromotionStrategiesD

5、ualadaptationPromotionProductProductadaptationAdaptproductStraightextensionDonotchangeproductDonotchangepromotionCommuni-cationadaptationAdaptpromotionDevelopnewproductProductinventionPricingChallenges>PriceEscalation>Dumpingcharges>Graymarkets>TransferpricesWhole-channel

6、ConceptforInternationalMarketingSellerSeller’sinternationalmarketingheadquartersChannelsbetweennationsChannelswithinforeignnationsFinalbuyersMarketingOrganizationExportDepartmentInternationalDivisionGlobalOrganization濄視媒蜩軉讪釪荩忝铒絼湙揧妗詎愅哥鲺蟭持狗軥蔝慽埽崛穨豦溜兹媫腙鱠娆觀瓤驤飙綩虇憟灱勹祒娛荃访福基傫鱓妢集嵌歋

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