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1、InternationalMarketingTrendsPhilipKotlerKelloggSchoolofManagementNorthwesternUniversityTimesAreBadCEO’sarenowplayingminiaturegolf.Obamametwithsmallbusinesses-Chrysler,CitigroupandGM,todiscusstheStimulusPackage.PeopleinAfricaaredonatingmoneytoAmericans.TheMafiaislayingo
2、ffjudges.MarketingTrendsExcelindistinctareasratherthanbeallthingstoallpeople.Cultivatecustomeradvocatesandco-creators.Movemoremarketingdollarstosocialmedia.Createqualitycontentandincreasebrandedonlineexperiences..TrackbrandreputationsonthesocialWeb.Localizeyourglobalma
3、rketing(goGlocal).Getalldepartmentstobecustomer-driven.Developtwomarketingdepartments.Investmoreininnovation.CaterpillarandItsDealers“Localdealerswhoarelong-establishedmembersoftheircommunitiescangetclosertocustomersthanaglobalcompanycanonitsown;buttotapthefullpotentia
4、lofsuchdealers,acompanymustforgeextremelyclosetieswiththemandintegratethemintoitscriticalbusinesssystems.Whentreatinthisway,dealerscanserveassourcesofmarketinformationandintelligence,asproxiesforcustomers,asconsultants,andasproblemsolvers.Indeed,ourdealersplayavitalrol
5、einalmosteveryaspectofourbusiness,includingproductdesignanddelivery,serviceandfieldsupportandthemanagementofreplacement-partinventories.Dealerscanbemuchmorethanachanneltocustomers.”MostCompaniesareShortLivedAveragecompanymaylastfrom10-20years.HypercompetitionChangingbu
6、yerwantsandbudgetsLackofaninnovationcultureShorttermfocusandfailuretoinvestinalongertermperformanceYetsomecompanieshavelastforhundredsofyears.Namethem.Whataretheirsecrets?CitedeGeus.AriedeGeusInLivingCompanies,AriedeGeusfoundthat30companieshavebeenaroundatleast100years
7、,includingDuPont,W.R.Grace,Kodak,Mitsui,Sumitomo,andSiemens.FourtraitsofLivingCompanies:ConservatisminfinancingSensitivitytotheworldaroundthemAwarenessoftheiridentityToleranceofnewideasFourpriorities:Valuingpeople,notassetsLooseningsteeringandcontrolOrganizingforlearni
8、ngShapingthehumancommunityDisruptiveTechnologiesOLDPhotographicfilmWiredtelephonesStoreretailingClassroomeducationOff
