第16版國際營銷重點(共6頁)

1、精選優(yōu)質(zhì)文檔-傾情為你奉上1，international marketing（國際營銷）：is the performance of business activities designed to plan,price,promote,and direct the flow of companys goods and services to consumers or users in more than one nation for profit.國際營銷是指對商品和勞務(wù)流入一個以上國家的消費者或用戶手中的過程進行計劃、定價、和引導(dǎo)，以便獲取利潤的活動。2. Self-reference cr

2、iterion(SRC)自我參照標準The SRC is an unconscious reference to ones own cultural values,experience, and knowledge as a basis for decisions.是指無意識的參照個人的文化價值觀、經(jīng)驗和知識，作為決策的依據(jù)。3. ethnocentrism 民族中心主義Ethnocentrism is the notion that people in ones own company,culture,or country know best how to do things.4. 如何避免

3、SRC建立全球意識？1.Select individual(個人的，獨特的）managers specifically for their demonstrated global awareness選擇有全球意識的個人經(jīng)理2.Personal relationships in other countries.在其他國家的人際關(guān)系3.Successful long-term business relationships with foreign customs和外國長期的貿(mào)易關(guān)系4.Have a culturally diverse senior executive staff or board

4、 of directors有一個多元文化的高級主管或者董事會5. 國際營銷的五個階段1.No direct foreign marketing2.Infrequent foreign marketing3.Regular foreign marketing4.International marketing5.Global marketing6. 三種策略導(dǎo)向1.See international marketing as ancillary to the domestic operations.國際營銷用來輔助國內(nèi)業(yè)務(wù)2.See international marketing as a cru

5、cial aspect of sales revenue generation but treats each market as a separate entity.將國際營銷作為銷售收入的一個重要方面，但是把每一個市場當做獨立的實體對待3.Common consumer characteristics and behaviors come into play as key segmentation variables applied across countries共同的消費特性和消費行為作為應(yīng)用于各國的主要細分變量。7. 新興大市場的特點1.are all geographically

6、large2.have significant populations 3.represent sizable markets for a wide range of products4.have strong rates of growth or the potential for significant growth5.have undertaken significant programs of economic reform6.are of major political importance within their regions7.are “regional economic d

7、rivers”8.will engender further expansion in neighboring markets as they grow(逐步擴張周邊市場）8. 文化的定義Culture is the sum of the values ,rituals,symbols,beliefs,and thought processes that are learned and shared by a group of people,then transmitted from generation to generation.文化是群體擁有代代相傳的認知和分享的價值觀，宗教，符號，信仰

8、和思維方式。9. 文化的分類*cultural imperatives (文化強制性）*cultural electives (文化選擇性)*cultural exclusives (文化排他性）10. 收集原始數(shù)據(jù)*quantitative research 定量分析*qualitative research 定性分析11. 如何提前發(fā)現(xiàn)翻譯的錯誤1.back translation 回譯法The questionnaire is translated from one language to another,and then a second party translate it back

9、 into the original,and the two original language versions are compared.先將問卷翻譯成另外一種語言，再由他人譯回原文借此過程發(fā)現(xiàn)誤解之處。2.parallel translation 平行翻譯More than two translators are used for the back translation;the result are compared,difference discussed,and the most appropriate translation selected讓兩個以上譯者進行回譯，然后比較個人的

10、翻譯并討論存在的差異，選出最合適的。3.Decentering 逐譯Is a hybrid of back translation 是回譯和平譯的綜合。由不同譯者擔任翻譯和回譯，會議導(dǎo)致對調(diào)查問卷的修改，連續(xù)重復(fù)上述過程，直至最終回譯與原語言版本一致。12. 國際廣告的步驟1.perform marketing research2.specify the goals of the communication3.develop the most effective message for the market segments selected 4.select effective mediapose and secure a budget based on what is required to meet goals6.execute the campaign7.evaluate the campaign relative t