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1、InternationalMarketingInternationalMarketingreferstoMarketingcarriedoutbycompaniesoverseasoracrossnationalborderlines.InternationalMarketingisasubjectwhichbasedonthebackgroundoftheglobalizationandthedevelopmentofthemultinationalcorporations.Whenacompanyisgoingtoentryotherco
2、untry’smarket,itwillfacedatotallydifferentsituationfromitsowncountry.Justlikethedifferentlanguage,differentcustoms,differentreligion,differentpoliticalandlaw,differentsocialscultural.Suchdifferentenvironmentbringshighrisksanduncertainty.Socompanyshouldpaymoreattentiontoit.T
3、hroughsegmentingtheglobalmarket,consideringitsownstrengthandcomparingthemarketopportunity,thecompanycouldchooseoneorseveralcountriesasitstargetmarkets.Andthenitshouldfindasuitableentryapproach,suchasjointventure,themergerandacquisition.Theinternationalmarketingfollowtheloca
4、lizationoftheproduct,theprice,theplaceandthepromotionForexample:HaierisafamouselectricalappliancecompanyinChina.Its’productscoverAsia,AmericaandAfrica.Atearlystage,itproducesinChinaandthensalethemtoanothercountriesbylocalmiddleman.Whenits’productsandbrandareacceptedbylocalm
5、arket,itattempttobuildnewfactoryinlocalarea.Andthen,withhighincreasingofmarketshare,itcanpurchaselocalcompany.4PininternationalmarketingProduct:Forexample:AfrigeforEuropeanisbiggerthanforChinese.AwashmachineforEuropean,itcanwashanddryclothes.Accordingtothehabitandcustomoflo
6、calconsumer.Price:severalfactorsaffectpricingLocalaffectingpricingTotalcost:productioncost,transportcost,taxCompetitor’spricePlace:MiddlemanIndevelopedcountries,theydistributeproductsbybigelectricalapplianceretailersIndevelopingcountries,theydistributeproductsbyagency.Promo
7、tion:PersonalsellingNativesalesAdvertisingLocallanguageandcultureMarketing一、市场调研marketresearchMarketingstudieshowthebusinesssaleproductsorservicestocustomers.Insuchstrongcompetition,companymuststudytheenvironmentoftheindustry,thecompetitor,theconsumeranditself.Eventheindire
8、ctenvironment,suchassocialculture,political,technology,lawandeconomy.Fromthese,com
