期末论文之国际营销英文版
优秀的营销策略英文作文
优秀的营销策略英文作文1. Personalized Marketing。
One of the most effective marketing strategies is personalized marketing. This involves tailoring your marketing messages to individual customers based on their preferences and behaviors. By using data analytics and customer segmentation, you can create targeted campaigns that are more likely to resonate with your audience. This can lead to higher engagement rates, increased sales, and improved customer loyalty.2. Influencer Marketing。
Influencer marketing has become increasingly popular in recent years. This involves partnering with social media influencers who have a large following in your target market. By collaborating with influencers, you can tap into their audience and leverage their credibility to promote your products or services. This can be a highly effectiveway to reach new customers and build brand awareness.3. Content Marketing。
国际市场营销策划方案英文
国际市场营销策划方案英文Introduction:The purpose of this international marketing plan is to outline the strategies and tactics that will be used to enter and expand into new international markets. The company, XYZ Corporation, is a leading provider of high-tech products and services in the technology industry. With a strong presence in the domestic market, XYZ Corporation is now seeking to explore new opportunities in international markets to increase its global reach and customer base. This marketing plan aims to define the target international markets, identify the marketing objectives, establish the marketing strategies, and outline the implementation and control measures to effectively penetrate these markets.1. Executive Summary:The executive summary provides a brief overview of the entire marketing plan, highlighting the key objectives, strategies, and tactics.2. Situation Analysis:This section provides an analysis of the internal and external factors that will have an impact on the international marketing plan. It includes a market analysis, competitive analysis, and a SWOT analysis. The market analysis examines the target international markets, their size, growth potential, and cultural, economic, and regulatory factors. The competitive analysis assesses the major competitors in these markets and their market share, pricing, distribution channels, and marketing strategies. The SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats in the international markets.3. Marketing Objectives:The marketing objectives identify the specific goals that the company aims to achieve in the target international markets. These objectives should be specific, measurable, achievable, relevant, and time-bound (SMART). Examples of marketing objectives include increasing market share by a certain percentage, expanding the customer base, establishing strategic partnerships, and achieving a certain level of brand awareness and recognition.4. Target Market Segmentation:This section identifies the target market segments in the international markets. The segmentation criteria can be geographic, demographic, psychographic, or behavioral. By dividing the market into smaller segments, the company can better understand the needs, preferences, and buying behaviors of its target customers and develop tailored marketing strategies and tactics.5. Positioning and Branding Strategy:This section outlines the positioning and branding strategy for the company's products and services in the target international markets. It defines the unique value proposition and competitive advantage that the company offers and highlights the key benefits and features that differentiate the company from its competitors.6. Marketing Strategies:This section outlines the marketing strategies that will be used to achieve the marketing objectives in the target international markets. It includes product strategy, pricing strategy, distribution strategy, and promotion strategy.a) Product Strategy: This strategy defines the product offering for the international markets, including the product features, packaging, branding, and customization options.b) Pricing Strategy: This strategy determines the pricing approach for the company's products and services in the international markets. It takes into account factors such as production costs, competitor pricing, customer willingness to pay, and market demand.c) Distribution Strategy: This strategy outlines the distribution channels and logistics that will be used to deliver the company's products and services to customers in the international markets. It may involve direct sales, joint ventures, strategic partnerships, or third-party distributors.d) Promotion Strategy: This strategy defines the promotional activities that will be used to create awareness and generate demand for the company's products and services in the international markets. It includes advertising, public relations, sales promotions, direct marketing, and digital marketing tactics.7. Implementation Plan:The implementation plan details the specific actions, timelines, and responsibilities for executing the marketing strategies in the target international markets. It includes a budget allocation, resource allocation, and a timeline for each marketing activity. This section also outlines the key performance indicators (KPIs) that will be used to measure the success of the marketing efforts.8. Control and Evaluation:The control and evaluation section establishes the monitoring and control measures that will be used to track the progress and performance of the international marketing plan. It includes regular performance reviews, data analysis, and feedback mechanisms to ensure that the marketing strategies are effectively implemented and aligned with the marketing objectives.Conclusion:In conclusion, this international marketing plan outlines the strategies and tactics that will be used to enter and expand into new international markets. By conducting a thorough analysis of the target markets, defining the marketing objectives, and implementing a comprehensive marketing strategy, XYZ Corporation can successfully penetrate these markets and achieve its business goals. Continuous monitoring and evaluation will be crucial to ensure the success of the plan and make any necessary adjustments to maximize results.。
国际市场营销英文版
• The enterprises are faced with the problems: the shortages of the natural resoures the pollution of the natural environment
The solution: 1、setting up the green marketing concept 2、sustainable development
• Business cycles and Spending patterns Spending patterns are linked to the business cycle. The level of business activity that moves from prosperity to recession, to recovery. Prosperity production employment demand Recession production employment demand Recovery production employment demand • Consumer Income It influences whether or not consumers buy products
• The people living in a particular society hold many core beliefs and values that tend to persist,and the beliefs are passed on parents,schools,religious,government, business,groups. For example: the government of singapor encourage the people speak mandarin.
营销话题英文作文带翻译
营销话题英文作文带翻译英文：Marketing is a crucial aspect of any business, and it requires a lot of planning, creativity, and effort. As a marketer, I have learned that there are several key elements to a successful marketing campaign.Firstly, it is important to understand your target audience. This involves researching and analyzing their demographics, interests, and behavior patterns. By doing this, you can tailor your marketing message to resonate with them and increase the chances of conversion.Secondly, creativity is key. In a world where people are bombarded with advertisements, it is important to stand out and grab their attention. This can be achieved through unique and eye-catching visuals, catchy slogans, and engaging content.Thirdly, consistency is crucial. Your marketing message should be consistent across all channels, whether it be social media, email marketing, or traditional advertising. This helps to build brand recognition and trust among your audience.Lastly, measuring and analyzing your campaign's success is important. This allows you to identify what worked and what didn't, and make adjustments for future campaigns.Overall, a successful marketing campaign requires a combination of research, creativity, consistency, and analysis.中文：营销是任何企业的重要组成部分，需要大量的计划、创意和努力。
国际营销英文版(自己亲手整理)
CH11. Definition of MarketingMarketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. 2. Core Concepts of Marketinga. Target Markets ＆Segmentationb. Needs, Wants, and Demandsc. Product or offeringd. Value and satisfactione. Exchange and Transactionsf. Relationships and networksg. Marketing channelsh. Supply Chaini. Competitionj. Marketing Environment 3、 Simple Marketing SystemIndustryMarket（a collection of sellers ） a collection of buyers ）4. Company Orientations(导向) Towards the Marketplace（1）production concept 生产导向 expand resources→ Consumers prefer products that are widely available and inexpensive daily commodities （生活须品） (成本) （价格） （2）product Concept 产品导向 research development ，innovation→ Consumers favor products that offer the most quality, performance or Innovative features.（reliability ） （speed ）Risky（3）selling concept 销售导向 advertise, promote sales→ Consumers will buy products only if the company aggressively promotes/sells theseproducts. （4）marketing concept 市场导向→ focuses on needs/wants of target markets&delivering value better than Competitors 5. Customer Delivered Value（a ） the Selling conceptStarting point focus means ends（b ） the marketing Concept6. Evolving Views of Marketing’s roleprofits through sales volume selling and promotionExisting products Factoryprofits through customer satisfactionIntegrated marketingcustomer needss Marketa Marketing as an equal function b. Marketing as more important function. ProductionC.Marketing as the major function d . The customer as the Controlling factor other sections need to Serve for Marketing and achieve the marketing needse. The customer as the Controlling function and marketing as the integrative function.project manager 项目经理→Solve Customer’s problems and Contact the customers 7. need 、want 、 demandneed: basic requirements for people’s survival （ food, clothes ） want: more advanced/specific requirements （coke, KFC ）demand: not only specific requirements but also the ability of payment 8. The Four Ps The Four Cs Marketing Mix （营销组合）【Combination of techniques and skills and marketing condition 】➢ Product →Customer Solution （not only Consider the quality, performance, features ofproducts but also brand, related service）➢Price→定价cost of production, profits, demand, competitors.➢Promotion→specific methods used to push customers to buy product（gifts. discount, Coupon）give stimulators➢place→move the product from the manufacturer➢where we buy→retailers （distribution channels）, where the market locatedThe Four Cs➢Convenience for place➢Customer Solution products + services➢Customer Cost customers are more likely to but Products with more convenience➢Communication for Promotion information about the product, company, promotional information（benefits）though media, face-to-face communications9. Customer Satisfactioncustomer Satisfaction →value →benefit ÷cost①increase the benefits and reduce the costs at the same time→technology changeiphone, car②increase the benefits reserve the cost steady at the same time→手机、加量不如价③reserve the benefits and reduce the costs at the same time→促销（New Arrival）④increase the benefits by more than increasing the cost→iphone Plus⑤reduce the cost by more than reducing the benefits10.transaction 交易five Conditions must be satisfied to achieve transaction①at least two parties②each party must have something valve to the other party③each party is capable of the ability of communication and delivery④each party believes appropriate or desirable to deal with other parties→both of them canbenefit from the transaction not a zero Sum game but a win-win gameone winner one loser⑤each party is free to accept or reject the exchange and offer→not much interference（government）11.Scope of market10 terms of entity can be marketeda)Goods产品（physical goods实物）b)Service 服务（insurance, security, medication）c)idea （innovation, creation, new tech, small company with technology sell itself）d)persons （组织人）e)information→Culture related products→movief)property→expensive product(real property不动产house, building)real estate 房地产（persuade to buy real property）financial property（stock、bound债秀、future期货）g)experience体验→theme park、翔伞、真人CSh)event→Olympic games, Expo, Shows, trade fairi)place→scenic sports, cities, countries (investment)j)organization→(universities, hospital，museum）12.Four levels of Competition1)brand competition→company Sees the competitors as other companies offering same products or Services to the Same customers at similar prices大众Vs丰田top and second in sales, same level of salesprice花冠、高夫w迈腾-suv途锐in2)industrial competition→company Sees the competitors as all companies that make the same products 大众VS宝马VS奔驰VS起亚all provide cars, how to compete with othersdesign a new model 向上→辉腾向下→高尔夫（cheap）多品牌竞争大众（斯科达、西雅特）宝马BMW斯莱斯（奥迪、宾利）mini cooper（兰博尼、布加迪）3)form competition→company sees the competitors as all the companies that supply the same services 大众→transportation→motor bike BMW produces motor bike本田、雅马哈、川崎摩托车4)generic Competition→company sees the competitors as all the companies that compete for the same customers＇dollars大众→people→same sun of money 10万（car/house/travel）CH2 Winning Markets: Market-Oriented Strategic planning1.market-oriented strategic planningachieve profits and growth➢objectives→start from the Head office to each division➢resources→money, human resources, capital., raw material.(skilled workers, basic labor)Relations, technology resources, place resources➢skills→Special methods will be used or applied to achieve or realize the objectives➢opportunity→policy（reform and opening up, e-car, government Support, diplomatic relationship）Japanese cars→USA（economical）oil crisisbusiness unit业务单位2.objectivesCorporate and division strategic planningbusiness unit planningthe marketing processproject level planningthe marketing plan3.Strategic-Planning, Implementation and Control ProcessPlanning Implementation Control4.Define the corporate mission→What shoud be done for the company*values: culture of company*competitive Scopes:a)industry Scope→industry or range of the industry in which the company operate美的→家电领城（白色）索尼→电子产品奥克斯空调→车b)products and application scope→the product that company will supply富士康OEM provides services for big companyc)Competence scope竞争力→know the range of technology and other core competence董明珠→空调、电池NEC→TV、laptopapple→iOS, Chips, designingd)market Segment Scope→the type of market or the customersthe company will serve→group of the customers sharing same similaritybased on education, income, age…phones→income，age，sexe)vertical scope 垂直范围→the company have the number of channellevels from raw materials to final products and distnbution→Start with one Company and end in another companyDesigning, manufacturing, resembling, distributingonly cover one industry that they have advantage in apple: design, marketing, never produce raw material, never resemble productsf)geographical scope→range of regions and countries in which the company will operaterestaurant→local5.Establishing Strategic Business Units（SBU）建立战略义务单位*three characteristics of SBU①It’s the Single business, which is separated from the rest of the companyBMW -lots of sections, but it has different business unitsSBU- motorbike②It has it’s own Competitorsmotorbikes of BMW VS雅哈…→摩托③It has its own manager who is responsible for strategic planningand profit, performance管宝马摩托的经理与管宝马汽车的经理是平级的*Sign分配how to sign the resources?to the business unitsin order tohead office must evaluate the performance, profit, potential of the business unit.(重点)The Boston consulting Group＇s Growth Share Matrix矩阵Question Mark➢high market growth rate and low market share➢most business units Start from question mark➢need a lot of money, investment, resources to develop its market shareexpand the production→buy more machines, raw materials, hire more employees, build more factories➢result: not sure they have to think hard whether to continue to pour their money into this or not●Stars(不一定赚钱，甚至还需要继续投资) most shining ones 最需要钱→are the leaders of high market growth rate and high market share→Star was question mark oncealways show great performance in both growth market&market share*Where star makes money？Star不定赚钱公司要继续砸钱以保持优越Star doesn’t necessarily make a profit, the company still need to continuously pour the cash （money）to reserve the high growth rate＆market share●Cash Cow最赚钱impossible to develop quickly→is the former star of slow growth rate and the largest market share→produce a lot of cash for the company*why？1)the largest market share2)higher profit rate利润率→pays the company’s bills Income heavily rely on cash cowit supports＂other business units●Dogs不赚钱，甚到还会亏→are business units with weak market share→in low growth market maybe from cash Cow or question marks→make low profits or even lossSpecific Strategies for each sale (不是一一对比，一个sale可用1-2个strategy）（a）build the object of build strategy is to increase the market share even giving up short-term earning if that purpose of achieving.it is necessary→always need large investmentappropriate for question Marks/ Stars until it becomes star饿了么滴滴、支付宝红包、微信摇一摇→billions dollars for marketing（b）hold to preserve market shareSuitable for strong cash cow→mate sure it can continuouslyAchieve positive cash flow foreign language training young students’ study（c）harvest increase the short-term cash flow regardless of the long-term effect, make sure to make money within a short period of time→don’t care about the futuremaximize the use of the final profitwithdraw the business and get money back quickly reduce the cost input成本下降利润上升→cast flow reboostedSuitable for dog, question mark, weak cash cow马自达内置差一点，价格降一半4）divest剥夺放弃to sell the business because the resources can be better used elsewhere sell stars, question marks to Small company诸基亚手机大公司垃圾是小公司的宝贝Product Life Grade Theory （three stages）（USA→always new products）1) new product Stagenew product will only be produced and sold in the United States because of lag:A. imitation lag 模仿滞后（it takes time for another country to make similar product, long time to copy or imitate train employees）B. demand lag 需求滞后（they have no idea about the product. It takes time to develop a market and create demand）2)maturing stageexport this new product to other developed countries （similar market Condition→income, interest, habit）make the same product in Eu and Japan, sell them to the local market→production cost, transportation cost, better local servicelocalization export↓try to buy the same product from other developed countries→economic choice, manufacture advantages3)standardized stageeven the developing countries can make the same product, have quality control, more manufacture to developing countriesgive up manufacture and buy products*How does the USA reserve its advantage in export? Innovation.CH3 Analyzing Consumer Markets and Buying Behavior**Buying Behavior: Study how individuals and groups, organizationsSelect, buy, we, and dispose of goods, services, ideas or experiences tosatisfy their needs and desires. 1. Simple Response Model （external 外部）↓ ↓sales promotion: discount internal decision advertising based on personalities reference group age, gender government）①Economic ： policy →exchange rateRevaluation of RMB →buy abroadDevaluation of RMB →buy domestic products 贸战②IT →buy online（不针对某品）③political: 萨德，中韩关系break of the relationship④Cultural: culture -related productsHollywood movies, KFC, MCCultural Factors1. Culture is the most foundamental determination of the people’s behavior.When a child grow up in the USA, he/she is exposed to these cultural values: freedom, achievement and success individualism ……（1）freedom ： independence （leave family earlier than in China ）right(do sth. freely ） （2）achievement and success: how much contribution you can make to the society（3）individualism: emphasize on individual characters and seek more individual benefits or rights（4）efficiency and practicability: 效率和实践性trying is encouraged深圳速度→efficiency（5）material comfort物质享受（6）humanitarianism人道主义2. Subculture→each culture consists of smaller subcultures that provide morespecific identification and socialization for their membersnationality国籍racial groups种族geographical region地理位置在美中国人→餐饮、IT黑人→taxi driver白人→businessdo similar things3.Social class→are relatively homogeneous and divisionalthey are hierarchically or deal and their members share similar valves, interests and behavior, show distinct products and brand preference→income, education and occupationPeople in the USA are divided into 7 cases.1)Top class: “upper upper”less than 1％of USA’s population→Social elites who live on inherited wealth, they give large sums to charity and maintain more than one home. They send their children to top Schools.This small group serves as a reference group for others.标杆make contribution to the country表率作用how much you donate this year2)“lower lower＂:more than 7% of the population→people on welfare, visible poverty, Usually out of work and some of them are uninterested in finding a permanent work. most depend on the charity, social aid for income→jobless people, don’t like to workbeg restaurant for basic food, sleep in the park3)lower upperPeople coming up from the middle class who have earned high income or wealth through professions (professional sills→lawyers, dentists, scientists, engineers）or business, they tend to be active in Social and civic affairs.They buy status symbol products （top brands）and hope to be accepted in the “upper upper”about 2% very rich or powerful in politics施瓦辛格→加州州长4）”middle class”: about 32%, average pay, white and blue collar workersthey often buy -popular products （普通商品not very expensive）to keep up with the trend. they believe in spending more money on experiences for their children and aiming them towards college educationWorking class4. personal influence①age and family life Cycle Stage②lifestyle③occupation→economic circumstance④personality& self-concept5. Maslow＇s Hierarchy of NeedsSelf-actualization（setf-development and realization）→top class already achieve recognition Esteem needs（self-esteem,recognition）→receive more respect,recognition(donate,buy, luxuries) Social needs（Sense of belonging, love）→学生不买车买衣服书Reflect social status, buy things belong to the group Safety needs（security-protection）→qualityPsychological needs（food, water, shelter）→quantityCH4 Marketing Channels1. What is marketing channels？→refers to the middle man or intermediaries who are involved in the process of moving the products to the buyers and customers.2. two groups of channels1) merchants→deeply involved in buying and selling. They have to buy the products first and then resell. They have the title(ownership) of goods. They make money by price difference.e.g.: distributor 经销商Whole seller批发商retailer零售商exporter →distributor wholesaler →retailer →Individual customers（生产商）middlemanprice increases a lot2) agents→they do not need to buy the products first, they just help the exporter Search for customers and negotiate with the customers on behalf of the manufacturer.Conclude the deal/ transaction达成交易make money by commission(佣金) given by exporterpercent of the total valuese.g.: broker经纪人→use client’s money find business opportunitymanufacturer’s representativessales agent代理商Q: What kind of the product need relatively longer/ shorter channels?Consuming products 消费品→个人longerindustrial products工业品→公司shorter价格敏感、时间宝费→reduce channels3. advantages of marketing channels1）saving exporter’s money and time→if they want to sell products by themselves, they need to establish large Sales department, hire people which need money2) increasing the sales→sell through channels can achieve more sales because they are professionals. local channels know more about the market3) transferring more attention to manufacturer’s main business→manufact→Save all resources on manufact which they are good at and have advantage, same input different output4) improving the service→the channels can provide better service （presell and aftersell）near the customers and know well宝马→4s店→修车4.jobs and functions of agents1) gather information about the potential and current customers2) develop communication to stimulate the purchasing3) reach an agreement on price and other terms, help manufacturer and buyer conclude a dealcontract, delivery, payment, Insurance4) place orders(下订单)with manufacturer5) finance inventory at different levels 库存管理6）provide service of storage and transportation7) provide for buyer’s payment and bills8) oversee监管the extra transfer of ownership from one organization to another5. Commission for agents*On what kind of circumstance the percentage is big/small？Large, long- term order低many competitors →make Compromisesmall, Short-term order高△del credere→payment6. main considerations for agent selection1) make sure the potential agents are respectable businessmen(good business reputation)2）make sure the potential agents have their own resources to access the customers and government3) make sure the potential agents have well-developed facilities to achieve the goals.经营场所premise，location，places of the business→close to customers（office, well decoration, good transportation）good image vehicle5)make sure the potential agents have a long-term interest in handling exporter’s productswilling to sell the product for a long time very risky, expensive (find, confirm) to frequently change agents potential→affect the image7. different kinds of merchants in the market1) distributor direct buyers on manufacturer, given special rights→top level in channel system excusive selling nighty独家经销商≠专卖店in the specific area, this distributor can controlthe sales, other people have to buy from the distributorfirst and then resell2) consignment distributor委托经销商not necessary for consignment distributor to arrange the payment immediately for the goods they bought, pay after successfully selling them lower risk, arrange payment partially(→more troubles for exporters: more paperwork, but higher profits3) import house进口商行Complete transaction 交易not regular buyer，only buy the products when receiving an order help the customer to purchase4) state-buying organizationstate-owned corporationlarge buying quantitygiven special nights and licensescontrol the exporting and importing in specific areasbuy products through these corporation5)wholesaler批发商large buyer, buy products directly from the exporter if there is no distributorlarge quantity and sell to retailer零售商hope to become distributor6) retailer零售商much bigger than any wholesalere.g. Supermarket Chain store沃尔玛buy from wholesaler or directly from the exporterlarge quantity→have more influence on the manufacturerProducts with their own brand→leave the manufacture to other manufacturers·for small manufacturer·sales will increase, less favorable brand image·for big manufacturer, top brand higher price, sales can’t be guaranteed ·increase the sales volume(销售量)·can’t simply reduce the price which would lower the imageCH5 Marketing Communication→”P”romotion1. marketing communication mix→combination of the major skills and techniques for communicating with the customers.①promotional sub mix: short-term marketing objective→increase the sales within a short period of time→manufacturer has to provide specific information about the products and brands to the customers，provide stimulates and incentives to push the buyer to make a decision to buy the product immediatelyAd.discount, off, gifts coupons P.O.P.= point of purchase(place) given directly at the P.O.P(打折，show, try)可以立马买到②Public relation sub mix :→make more people like your company/ brand·focus on long-term marketing objectives·establish favorable brand image or reputation in the market·provide information about the company history, story of the leader - background ·noncommercial media：news, report, documentary→don’t have to payIntel→computer chips CPUAMD→second largest Computer chips manufacture through news (provide scholarship and position for graduates in Suzhou University)(merge with ATI)2. Consideration for marketing communication selection1) product characteristic→different products need different communicationsconsuming products: heavy advertisements, sales promotionindustrial products: personal selling2) marketing objectives→long/short term3) marketing environment→location, culture, political policy, law4) targeted audience→find customers who have the same interest hit the customers who are likely to be persuaded, and final communication is the budget and whether it is acceptable3. Specific techniques and media can be used for the marketing communication1) personal Selling:most efficient way→persuade the buyerhigh success rate but low efficiency 效率低limited coverageface-to-face talking：①give detailed information②Customers achieve more attention③get feedback and response which can be handled immediately*useful for large buyer& expensive products2) special trade presslike magazines, with limited readers, people work in specific industry, more likely to be persuaded and interested in companies introduced in the special trade presse.g.纺织品出版物3）direct advertising（sales literature and direct mail）有联系Sales literature：pointed materials （e.g. pricelist. Brochure. catalogue）it will be given directly to the customersprovide detailed information readers will catch information at their Conveniencehow to? through personal selling, trade fairs, direct maildirect mail: samples （used for confirming the quality of the product）(buyer’s sample -ask manufacturer to produce similar product)gifts （improve the relations with customers）mass media pros: large coverage variety of choicescons: expensivee.g. radio: popular, used when other media are not availablespoken language with music backgroundnewspaper: economic choice, limited coverage, select geographically（local restaurant→local newspaper）relatively detailedInformation, word description and picturesBillboard: improve brand familiarity 品牌熟悉度by repeating many timesmagazine: high-quality photos, more impressive, focus customers with common interest, football magazines( football fans players)。
journal of international marketing文章
journal of international marketing文章标题：《探索国际市场的趋势与策略：Journal of International Marketing 文章精选解析》国际市场是企业拓展业务、增加竞争力的必经之路。
本文将为您介绍《Journal of International Marketing》期刊中的精选文章，帮助您深入了解国际市场的发展趋势及营销策略。
一、《Journal of International Marketing》简介《Journal of International Marketing》（以下简称JIM）是美国市场营销协会（AMA）旗下的一本国际市场营销领域的顶级学术期刊。
自1994 年创刊以来，JIM 专注于国际市场营销理论与实践的研究，为全球营销学者和从业者提供了丰富的学术资源和实践指导。
二、精选文章解析1.文章标题：《Digital Transformation in Global Marketing: A Framework for Research and Practice》文章简介：本文探讨了数字转型对全球市场营销的影响，并提出一个研究与实践的框架。
内容亮点：- 数字技术对全球市场产生了深远影响，促使企业重新审视其营销策略；- 作者提出了一个包含四个维度的数字转型框架：技术、组织、战略和顾客；- 企业应根据自身情况，制定合适的数字转型策略，以应对国际市场的挑战。
2.文章标题：《The Role of Cultural Intelligence in International Marketing Success》文章简介：本文分析了文化智力在国际市场营销成功中的作用，为企业提供了一种新的营销思路。
内容亮点：- 文化智力是企业在国际市场取得成功的关键因素之一；- 作者提出了文化智力的四个维度：认知、情感、行为和策略；- 企业应重视培养员工的文化智力，以提高国际市场的竞争力。
国际营销英文版 18
国际营销英文版 18IntroductionInternational marketing is the process of promoting and selling products or services in other countries, outside of the company’s domestic market. It requires a deep understanding of the global business environment, cultural differences, and effective marketing strategies to succeed. In this document, we will discuss various aspects of international marketing.Understanding the Global Business EnvironmentTo be successful in international marketing, it is crucial to have a good understanding of the global business environment. This includes understanding the political, economic, legal, and cultural aspects of the countries in which you plan to operate.Political FactorsPolitical factors, such as government regulations and policies, can greatly impact international marketing efforts. For example, trade agreements and tariffs can affect the cost of importing or exporting goods. It is important to stay up-to-date on the political situation in target markets to anticipate potential risks and opportunities.Economic FactorsEconomic factors, such as exchange rates, inflation rates, and GDP growth, also play a significant role in international marketing. These factors can impact the purchasing power ofconsumers and the affordability of products or services. Conducting thorough market research and understanding economic trends is important for successful international marketing campaigns.Legal FactorsLegal factors, such as intellectual property laws, product regulations, and labor laws, vary across countries. It is crucial to understand and comply with local laws and regulations to avoid legal issues that may hamper international marketing efforts.Cultural FactorsCultural factors are perhaps the most important aspect of international marketing. Cultural differences across countries can significantly impact consumer preferences, behavior, and buying habits. Adapting marketing strategies to these cultural nuances is vital for success. This includes considering language differences, customs, traditions, and even holidays and festivals.Developing an International Marketing StrategyDeveloping an effective international marketing strategy involves careful planning and consideration of various factors.Market SegmentationMarket segmentation is the process of dividing a target market into smaller, more specific segments based on similar characteristics or needs. Effective market segmentation allowsmarketers to create tailored marketing strategies that resonate with different customer groups. This approach is especially important in international marketing, considering the diverse mix of cultures, languages, and preferences.Product AdaptationAdapting products or services to suit the needs and preferences of international markets is crucial for success. This may include making modifications to packaging, branding, features, or even creating entirely new products. Conducting market research and understanding customer preferences and expectations is essential for effective product adaptation.Pricing StrategiesPricing strategies need to consider factors such as local market conditions, competition, and local purchasing power. For example, pricing a product the same way in multiple countries may not be effective if the local market can’t afford it. Developing flexible pricing strategies that are tailored to each market is essential for success in international marketing.Promotional StrategiesPromotional strategies in international marketing may differ from those used in domestic markets. It is important to consider cultural differences, local advertising regulations, and the effectiveness of various promotional channels. For example, social media advertising may be more effective in some countries, while traditional print media may still dominate in others.Distribution ChannelsChoosing the right distribution channels is crucial for international marketing success. Factors such as transportation infrastructure, customs regulations, and buyer preferences should be considered when deciding on distribution methods. This may involve partnering with local distributors or setting up direct sales operations in target markets.ConclusionInternational marketing requires a deep understanding of the global business environment, cultural differences, and effective marketing strategies. By considering political, economic, legal, and cultural factors, developing tailored strategies, and adapting products and services to suit international markets, companies can achieve success in their international marketing efforts. It is important to continually monitor and adapt marketing strategies based on market trends and changes in the global business environment to stay competitive in the international arena.Note: This document was written in Markdown format.。
国际市场营销英语
国际市场营销英语International marketing is a crucial aspect of business, as it involves the sale and promotion of goods and servicesin foreign countries. Companies engage in international marketing to expand their customer base, increase profits, and tap into new markets. However, it is not an easy task, as companies need to navigate through different cultures, languages, and regulations.One important factor in international marketing is market segmentation. Companies need to understand the cultural, economic, and social differences among various countries and tailor their marketing strategies accordingly. For example, what works in one country might not work in another, so it is crucial to conduct thorough market research and target the right audience with the right message.Another key aspect of international marketing is branding. Companies need to develop a strong and consistent brand image that resonates with consumers across different countries.This requires careful consideration of cultural differences and preferences, as well as the adaptation of branding and marketing materials to suit each target market.Moreover, pricing and distribution are critical components of international marketing. Companies need to consider factors such as exchange rates, import/export duties, and local pricing strategies when setting prices for their products. Additionally, they need to develop efficient distribution channels to ensure that their products reach consumers in a timely and cost-effective manner.In the digital age, online marketing has become increasingly important in international marketing. Companies can leverage social media, search engine optimization, and online advertising to reach global audiences and engage withpotential customers in different countries. However, they need to be mindful of cultural nuances and language barriers when crafting online marketing campaigns.In conclusion, international marketing is a complex and challenging endeavor, but it offers great opportunities for companies to expand their business and reach new customers around the world. By understanding and adapting to the unique characteristics of each target market, companies can develop successful international marketing strategies and achieve sustainable growth in the global marketplace.。
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2006学年第一学期期末论文International Marketing Plan——Hisense Group课程名称：国际营销任课教师：韩广义学生姓名：许康I Company Profit:Hisense brand was recognized as a Famous Trademark in China by the State Administration of Industry and Commerce on January 5, 1999. Founded as Qingdao No.2 Radio Factory in 1969.Hisense in Chinese connotes an ocean-like broad vision and credibility that Hisense always values. The English name Hisense is composed of “high” and “sense”, which connote Hisense’s persistent pursuit of high technology, high quality and high taste.Hisense has now developed into a multibillion dollar global conglomerate, which has two listed companies (Hisense Electric Co., Ltd. (600060), on the Shanghai Stock Exchange, and Hisense Kelon Electrical Holdings Company Ltd. (000921), on the Shenzhen and Hong Kong Stock Exchanges)。
owns three famous trademarks (Hisense, Kelon and Ronshen)。
and provides a wide range of products and services includin g “multimedia”, “homeappliances”, “telecommunications” and ”information technology”. Adhering to its development strategies stressing sound technological foundation and robust operation, Hisense expands its business into high-end industries and also into the top tiers of those industries through continuous technological research and development. It is making unremitting efforts and developing successive innovations together with its 60,000 employees around the world for the same dream---developing Hisense into an enduring enterprise and global brand. Around the world,Hisense has production basesin South Africa, Algeria, Egypt and sales offices in USA, Europe, Australia and the Middle East. The products are exported to over 100 countries and regions throughout the world.ⅡMarketing MixMarketing mix consists of 4P,price,product(or service),place(distribution),promotion,.The marketing mix describes the specific combination of marketing elements used to achieve objectives and satisfy the target market.1.PricePriceis one of the marketing mix.For different pricing objectives,pricing polices and methods will be carried out to achieve companies, set goals.There are three types of pricing polices or methods:cost based pricing methods,market orientated pricing methods and competition based pricing methods.so price has become an strategyand methods to enter the market of Hisense.Hisense proposed the slogan of "technology go further, the price for a step",in TVsand air conditionings.Summed up the success of Hisense price strategy is mainly determined by three factors: First, the rate of price reductionis fast.Second,the selling point is excellent. Third,provide adequate material to media.Hisense is very good at using the media to advertise.2.Product(or service)In the marketing mix, the product is the most important factor, other factors, such as price, promotion, etc., must be based on it. so that the product strategy is the cornerstone of the marketing mix strategy.Hisense adheres to the development strategy of "high-tech, high-quality, high level of service, and creating an internationally famous brand".From the overall planning of the brand in 1999, the Hisense's new products are created more and more.The company constructed the 3C framework led by home appliances, communication, and information, with its leading products in TVs、air conditioners、refrigerators、mobile phones、moulding、fiber optical transceivers and intelligent traffic management systems.3.Place(distribution)When a product is purchased by a consumer,it may have been bought directly fromthe business,or it may have through a number of intermediaries,such as,wholesaler,retailer,these are known as distribution channels. The channels are divided into different types:direct sale,direct mail,telemarketing,Internet,and so on.the products of Hisense not only sold in the Domestic market but also in the international market.The international marketincluding the North American market, the Latin American market,the Western Europe,the Eastern Europe, the Australian market andthe African markets.4.PromotionOnce a product is developed to meet target market needs and is properly priced and distributed,the intended customer must be informed of the product's availability and value.advertising and promotion are basic activities in an international company's mix.Advertise plays a important role in the Hisense's brand building. All the enterprise of household electrical appliances, Hisense is not the best one, but through advertising and other publicity means, Hisense was the most prominent one in the market . because of the frequent advertise , Hisense became the fastest rising companyin home appliance industry, which has been great concernedby the consumers.III Swot AnalysisSWOT includingStrengths ,W eaknesses ,Opportunities,Threats.Through analysis,we can combinate the business strategy of the internal resources and external environment. 1.StrengthFirstly, Hisense as ahousehold electrical appliance manufacturing companies has a mature product and service capabilities.It can be used as a solid foundation for developing the international market.Secondly,Hisense has the biggest costadvantagecompared to the foreign household electrical appliances industry, household electrical appliances enterprises in China has cost advantage mostly due to China's cheap labour.Thirdly,Accumulateand formate a sale team familiar with the international marketing.2.WeaknessHisense has the competitive advantage in the international market, but also has particularly competitive disadvantage.Firstly,the Hisense is not a prevalent brand in the internationalmarket.Hisenseneeds to focus on the value of brand,develop scientific marketing strategies to expand the effect of brand.Secondly,Products lack the core competitiveness.Hisense should pay more attention to technological innovation, only withthe world's leading core technologies and independent intellectual property rights, Hisense brand will be a powerful competitive advantage.Thirdly, Chinese goods have poor reputation in history,it also influence of Hisense.3.OpportunityWith more and more cooperationin the political, economic and cultural fields, it will provide a favorable external environment for Hisense to develop the international market.Secondly,The national income has been increased rapidly,so the purchasing power also has been enhanced.Thirdly, economic structure is not balance,some country need to import the the household electrical appliance.4.ThreatThere are also some threats.firstly,The threat of the strong brand.Secondly, the real threat of financial crisis in the world,Thirdly,some market is not mature, there is ahigher business risk and information costs.IV Foreign Markets AnalysisBecause of various differences,international marketing seems difficult ,especially when a company enters a new market ,it is very hard to choose the right market segments without considering the various factors set among different nations.such as, population,religion,culture, climate,and so on.Take South Africa as an example,In South Africa, the impact of Hisense products are everywhere, along the highway to the international Airport in the famous city of South Africa Johannesburg,standing one particularly eye-catching billboards,The characters on it that every Chinese will feel proud: HISENSE - CHINA'SFAMOUS BRAND.In fact, in the major cities in South Africa,we can see huge advertising of influence.Many local dealers said the success of Hisense products, is danue to the good name ofHisense in some way, "HISENSE" can beregared from the word meing as"high sensitivity".It is very popular,and correspond thecultureof South African, so it hard to forget.V RecommendationAs we all know, Some well-known enterprises has out of the countryefforts to open up overseas markets, and has made significant economic benefits.Theinfluence of brand is growing in the international markets.So does Hisense.Firstly, choose the target markets exactly.Secondly,strengthen theresearch and development to improvethe technology of products.Thirdly,adhere to trade first, and penetrate the sales network .The last but not least, implement of quality strategy to create a good corporate image.Bibliography:[1] Marketing Management, Ninth Edition, Philip Kotler, 清华大学出版社，2002 ［2］迈克尔·波特，陈小悦译：《竞争优势》，华夏出版社2001 年版［3］席波，《国际营销》，武汉大学出版社2009年版[4] [美]沃伦·J·基坎等.全球营销原理.傅慧芬等译.北京：中国人民大学出版社，2002[5]中国市场营销网/index.asp。