內容大鋼
This book consists of eight chapters : the first chapter is the introduction, which mainly introduces the concept of marketing and its evolution, main contents, driving factors and constraints of international marketing; the second chapter is the international marketing environment, which mainly describes the cultural environment, economic environment, political and legal environment, natural environment and other aspects, and compares market environment differences among countries; the third chapter is international marketing research, which mainly introduces the main contents, methods, data acquisition and analysis of international marketing research; the fourth chapter is the entry strategy of international marketing, which mainly describes the standard, selection and positioning of international market division and the choice of entry strategy; the fifth chapter is the product strategy of international marketing, which mainly describes the characteristics of international products, market expansion, brand building and service supply; the sixth chapter is the channel strategy of international marketing, mainly a bout the innovation of international market channel, network construction, logistics system, etc; the seventh chapter is the promotion strategy of international marketing, mainly about the integrated marketing communication, advertising and public relations strategy; the eighth chapter is the price strategy of international marketing, which mainly describes the influencing factors of pricing, pricing methods and the change trends of international product prices. He Dan in chief of this textbook, puts forward the overall idea and design, and is responsible for the unified and final draft of the whole book; Wu Qinqin, Shi Junguo, Chen Yang, Yang Jialiang, Yuan Shichao, Wan Ting, Chen Zhiwei and Yang Jie participated in the discussion and cross review of the overall framework of the book and assisted in completing the unified draft and finalization. The writing division of each chapter is as follows : He Dan and Chen Zhiwei compile the first and second chapters; Wu Qinqin and Yang Jie compile the third and fourth chapters; Chen Yang and Yuan Shichao compile the fifth and sixth chapters; Yang Jialiang and Wan Ting compile the seventh and eighth Chapters.
目錄
Chapter 1 Introduction of International Marketing
1.1 Concepts of International Marketing
1.1.1 Definition of Marketing and International Marketing
1.1.2 Differences between Marketing and International Marketing
1.1.3 Basic Tasks of International Marketing
1.2 Evolution of International Marketing
1.2.1 Development Pattern of International Marketing
1.2.2 Evolution of International Marketing Concept
1.3 Driving Force and Obstacles of International Marketing
1.3.1 Driving Force
1.3.2 Obstacles
Case Study
Key Terms
Discussion Questions
Chapter 2 International Marketing Environment
2.1 Cultural Environment in International Marketing
2.1.1 Meaning and Characteristics of Culture
2.1.2 Elements of Culture
2.1.3 Hofstede's Cultural Dimension Theory
2.1.4 Cross Cultural Problems and Solutions
2.2 Economic Environment in International Marketing
2.2.1 Environment Analysis of International Marketing
2.2.2 Regional Economic Integration and Economic Globalization
2.3 Political and Legal Environment in International Marketing
2.3.1 International Political Environment
2.3.2 International Legal Environment
2.4 Natural Environment in International Marketing
2.4.1 Geographical Location
2.4.2 Climatic Characteristics
2.4.3 Natural Resources
Case Study
Key Terms
Discussion Questions
Chapter 3 International Marketing Research
3.1 Basic Concepts and Contents of International Marketing Research
3.1.1 Concepts of International Marketing Research
3.1.2 Significance of International Marketing Research
3.1.3 Contents of International Marketing Research
3.1.4 Types of International Marketing Research
3.1.5 Procedures of International Marketing Research
3.2 Methods of International Marketing Research
3.2.1 Original Data Research
3.2.2 Secondary Data Survey
3.2.3 Internet Research
3.3 Data Acquisition of International Marketing Research
3.3.1 Attitude Measurement
3.3.2 Sampling Survey
3.3.3 Major Issues Facing International Marketing Research
3.4 Data Analysis of International Marketing Research
3.4.1 Data Processing Procedures and Data Adjustment
3.4.2 Commonly Used Data Processing Methods
3.4.3 Foreign Market Demand Estimation
Case Study
Key Terms
Discussion Questions
Chapter 4 Strategies for Entering International Markets
4.1 International Market Segmentation
4.1.1 Definition and Principle of International Market Segmentation
4.1.2 Significance of International Market Segmentation
4.1.3 International Market Segmentation Standards
4.2 International Target Market Selection and Positioning
4.2.1 Criteria for Evaluating International Target Markets
4.2.2 Selection of International Target Market
4.2.3 International Market Positioning
4.3 Strategic Choices of International Marketing
4.3.1 Strategic Objectives of International Marketing
4.3.2 Choice of Competitive Strategy in International Marketing
4.3.3 Selection of National Market Strategies
4.3.4 Choice of International Target Marketing Entry Strategy
Case Study
Key Terms
Discussion Questions
Chapter 5 Product Strategy of International Marketing
5.1 Overview of Products in International Market
5.1.1 Meaning of the Product
5.1.2 Overall Product Concept
5.1.3 Geographical Concept of International Products
5.1.4 Origin Effect of International Products
5.1.5 Life Cycle of International Products
5.1.6 Design Principles of International Products
5.2 Product Strategy in International Market
5.2.1 Expansion Strategy of International Marketing Products
5.2.2 International Marketing Brand Strategy
5.2.3 New Product Development Strategy in International Market
5.3 Overview of Service Product Strategy in International Market
5.3.1 Concept and Characteristics of Services
5.3.2 Overall Product Concept of International Service Products
5.3.3 Strategic Combination of International Service Products
Case Study
Key Terms
Discussion Questions
Chapter 6 Channel Strategy of International Marketing
6.1 Overview of International Marketing Channels
6.1.1 Main Structure of International Marketing Channels
6.I.2 Types of International Marketing Channels
6.2 Development and Innovation of International Marketing Channels
6.2.1 Influencing Factors of International Marketing Channel Development
6.2.2 Innovation of International Marketing Channels
6.3 Overview of International Network Marketing Channels
6.3.1 Determination of Network Marketing Channels
6.3.2 Characteristics of Network Marketing Channels
6.3.3 Functions of Network Marketing Channels
6.3.4 Categories of Internet Marketing Channels
6.3.5 Construction of International Network Marketing Channels
6.4 Overview of International Logistics
6.4.1 Characteristics of International Logistics
6.4.2 Composition of the International Logistics System
6.4.3 Development Trend of International Logistics
Case Study
Key Terms
Discussion Questions
Chapter 7 Promotion Strategy of International Marketing
7.1 Overview of International Marketing Promotion
7.1.1 Meaning of Promotion
7.1.2 Promotion Functions
7.1.3 Promotion Methods
7.2 Integrated Marketing Communication in International Market
7.2.1 Overview of Integrated Marketing Communication
7.2.2 Integrated Marketing Communication Strategy
7.3 International Advertising Strategy
7.3.1 Overview of International Advertising
7.3.2 Influencing Factors of International Advertising
7.3.3 Decision-making Procedures for International Advertising
7.4 International Public Relations Strategy
7.4.1 Overview of International Public Relations
7.4.2 Dissemination Process of International Public Relations
7.4.3 Main Strategies of International Public Relations
7.4.4 Misunderstanding of International Public Relations
7.5 Marketing Strategies of International Marketing Personnel
7.5.1 Overview of Marketing by International Marketing Personnel
7.5.2 Types of International Marketing Personnel
7.5.3 Marketing Strategy of International Marketing Personnel
7.6 Sales Promotion Strategy in International Market
7.6.1 Overview of Sales Promotion in International Market
7.6.2 Basic Strategy of Sales Promotion in the International Market
7.6.3 Special Issues should be Paid Attention to in Sales Promotion in International Market
Case Study
Key Terms
Discussion Questions
Chapter 8 Price Strategy of International Marketing
8.1 Types and Composition of International Market Prices
8.1.1 Types of International Market Prices
8.1.2 Composition of International Market Prices
8.2 Factors Affecting International Marketing Pricing
8.2.1 Pricing Target
8.2.2 Cost Factor
8.2.3 Market Demand
8.2.4 Market Competition Structure
8.2.5 Government's Price Control Policy
8.3 Pricing Methods and Strategies of International Marketing
8.3.1 Pricing Methods for International Marketing
8.3.2 International Marketing Pricing Strategy
8.3.3 International Marketing Price Adjustment Strategy
8.4 Development Trend of International Marketing Price and Enterprise Countermeasures
8.4.1 Price Escalation
8.4.2 Government Price Control has been Strengthened
8.4.3 Dumping Problem has become Increasingly Prominent
Case Study
Key Terms
Discussion Questions
References
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