国际营销(英文版)重点
全球市场营销重要知识点罗列（中英文）
全球市场营销重要知识点罗列（中英文）Global marketing Chapter one掌握：营销概念：Although marketing is universal, marketing practice, of course,varies from country to country.了解：The market conceptThe New concept of marketing and the Four Ps: shifted the focus of marketing from the product to the customer.The strategic 1.concept of marketing: shifted the focus of marketing from the customer or the product to the customer in the context of the broader external environment.2.the strategic concept of marketing has shifted the focus of marketing from a microeconomics maximization paradigm to a focus of managing strategic partnerships and positioning the firm between vendors and customers in the value chain with the aim and purpose of creating value for customers.掌握：THE THREE PRINCIPLES OF MARKETING1.Customer value and the value equationThe task of marketing is to create customer value that is greater than the value created by competitors./doc/1312473186.html,petitive or differential advantageThe advantage can exist in any element of the company’s offer: the product, the price, the advertising and point-of-sale promotion, or the distribution of the product.V=B/P3.FocusThe third marketing principle is focus, or the concentration of attention.掌握：全球本土化概念（global localization）：it means asuccessful global marketer must have the ability to “think globally and act locally”掌握：MANAGEMENT ORIENTATION1.Ethnocentric (母国中心)---------international companyHome country is superior, sees similarities in foreign countries2.Polycentric（东道国中心）-----------multinational companyEach host country is unique sees differences in foreign countries3.Regiocentric（区域中心）----------global companySees similarities and differences in the world region; is ethnocentric or polycentric the rest of the world.4.Geocentric （世界中心）-------------transnational companyWorldview, sees similarities and differences in home and host countries.了解：Leverage定义：Leverage is simply some type of advantage that a company enjoys by virtue of the fact that it conducts business in more than one country.类型：1.experience transfers(经验移植) 2.Scale economies （规模经济：可降低成本）3.resource utilization （资源利用）4.global strategy（全球化战略）Chapter two了解ECONOMIC SYSTEMS1.Market allocationA market allocation system is one that relies on consumers to allocate resources.Consumers“write” the economic plan by deciding what will be produced by whom./doc/1312473186.html,mand or centralplan allocationIn a command allocation system, the state has broad powers to serve the public interest.These include deciding which products to make and how to make them.3. Mixed allocation了解STAGES OF MARKET DEVELOMENTUsing GNP as a base , we have divided global markets into four categories.1.low-income countries(also known as preindustrial countries)2.lower-middle-income countries(also known as less developed countries or LDCs)3.upper-middle-income countries(also known as industrializing countries)4.high-income countries(also known as advanced , industrialized, postindustrial countries) chapter three 了解：BASIC ASPERTS OF SOCIETY AND CULTURE①It is learned, not innate②The various facts of culture are interrelated, influence or change one aspect of a culture and everything else is affected.③It is shared by members of groups and defines the boundaries between different groups.掌握：High and low context cultures强交际环境文化和弱交际环境文化的对比(看73页表) In low context cultures,①messages have to be explicit.②A person's word is not t o be relied on.③Paperwork is important.In high context cultures,①less information is contained in the verbal part of message.② A person's value, position, background are crucial.掌握：Maslow's Hierarchy of Needs 马斯洛需求层次理论①physiological 生理需求②safety 安全需求③social 社交需求④esteem 尊重⑤self-actualization 自我实现掌握：Hofstede Framework 霍夫斯诺德构架（看细节）①individualism versus collectivism 个人主义与集体主义②power distance 权力距离③uncertainty avoidance 不确定性规避⑤masculinity versus femininity 男权主义相对女权主义了解：THE SELF-REFERENCE CRITERION AND PERCEPTION As we have shown, a person’s perception of market needs is framed by his or her own cultural experience.了解：ENVIRONMENTAL SENSITIVITY(了解80页表格)Environmental sensitivity is the extent to which products must be adapted to the culture-specific needs of different national markets. （对环境中最敏感的东西是food）Chapter four了解POLITICAL RISK （经济发达阶段和政治风险的关系，经济越不发达政治风险越高）了解征用（EXPROPRIATION）定义：Expropriation refers to governmental action to dispossess a company or investor.没收（CONPENSATION）定义：compensation is generally provided to foreign investors,although not often in the “prompt effective ,and adequate”manner provided for by international standard.国有化（NATIONALIZATION）定义：Nationalization occurs ifownership of the property or assets in question is transferred to the host government.了解：Differences of the two systems in solving commercial disputes两种法律体系在解决商务纠纷中的区别common law versus civil law(code law)①Under common law, commercial disputes are subjected to either civil or commercial laws. Under code law, commercial disputes are subjected to the commercial code.②Under common law, industrial property right based on proof of agreement.Under code law, industrial property right based on notarization or registration③Under common law, Performance of contract: Act of God/act of nature means extraordinary happenings not reasonably anticipated.Under code law, Performance of contract: Act of God is extended to include unavoidable interferences such as strike or riots (Force Majeure)掌握：Three bases for jurisdiction in resolving private international disputes处理国际争端的3种基本司法程序①negotiation调解协商②Arbitration仲裁③Litigation 诉讼Chapter five掌握：DIFFUSION THEORY(传播理论)（AIETA）Five stages of the adoption process 对新产品接纳过程的五个阶段①Awareness 知晓阶段②Interest 感兴趣阶段③Evaluation 评价阶段④Trial 试用阶段⑤Adoption 采纳阶段Five types of adopter categories 新产品接纳者的5种类型②innovators②early adopters(Early adopters are the most influential people in their communities,even more than the innovators. Thus. The early adopters are a critical group in the adoption process )③early majority④late majority⑤laggards (落后者)掌握：Characteristics of innovations(创新的特征)1.Relative advantage（相对优势）/doc/1312473186.html,patibility（兼容性）/doc/1312473186.html,plexity（复杂性）4.Divisibility（可分性）/doc/1312473186.html,municability（可交流性）Chapter six了解Information subject agenda （理解168页表格）了解SCANNING MODES（搜寻模式）: SURVEILLANCE AND SEARCH监视的两种类型Surveillance include: viewing and monitoring 了解营销信息的主要来源（sources of market information）：1.human sources (人)2.documentary sources（文档资源）3.internet sources（因特网来源）4. Direct perception（直接感知）了解FORMAL MARKETING RESEARCH（正式的市场调研）Step 1: Identifying the research problemStep 2: Developing a research planStep 3: Collecting data (看细节secondary data, primary data, survey research)Step 4: Analyzing research dataStep 5: Presenting the findingsChapter seven掌握市场细分的定义: Market segmentation is the process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs.掌握全球市场细分的定义：Global market segmentation is the process of dividing the world market into distinct subsets of customers that behave in the same way or have similar needs.掌握全球市场的主要细分的标准（criteria）(知道归属)：1.Geographic segmentation2.Demographic segmentation3.Psychographic segmentation4.Behavior segmentation5.Benefit segmentation掌握全球目标市场确定的定义：T argeting is the act of evaluating and comparing the identified groups and then selecting one or more of them as the prospect(s) with the highest potential.掌握选择目标市场的标准（criteria）:1.current segment size and growth potential2.potential competition/doc/1312473186.html,patibility and feasibility掌握选择目标市场的策略：1.standardized global marketing2.concentrated global marketing3.differentiated global marketing掌握全球产品定位（Global product positioning）定义:Positioning is the location of your product in the mind of your customer.Chapter eight掌握出口市场选择的六大标准（MARKET SELECTION CRITERIA）：1.market potential(市场潜量)2.market access (市场潜入因素)3.shipping costs(运输成本及时间)4.potential competition(潜在竞争)5.service requirement(服务要求)6.product fit(产品适应性)了解ENTRY AND EXPANSION DECISION MODEL(进入和扩张决策模型，第237页)掌握依托营销（Piggyback Marketing）的定义：The manufacturer using the piggyback arrangement does so at a cost that is much lower than that required for any direct arrangement. Successful piggyback marketing requires that the combined product lines be complement. They must appeal to the same customers, and they must not be competitive with each other.掌握许可贸易（licensing）的定义:Licensing can be defined as a contractual arrangement whereby one company(the licensee) makes an asset available to another company(the licensing) in exchange for royalties, license fees, or some other form of compensation. The licensed asset may be a patent, trade secret, or company name.其中，Franchising is a form of licensing了解Joint Ventures（第247页）了解市场扩张战略（5 MARKET EXPANSION STRATEGIES）:1.Strategy one: concentrates on a few segments in a few countries.2.Strategy two: country concentration and segment diversification3.Strategy three: country diversification and market segment concentration4.Strategy four: country and segment diversificationChapter nine了解全球战略联盟的三个特点：1.The participants remain independent subsequent to the formation of the alliance2.The participants share the benefits of the alliance as well as control over the performance ofassigned tasks.3.The participants make ongoing contributions in technology, products, and other key strategicareas.了解全球战略同盟的六个特性（attributes）（第265页）在日本，战略联盟被称为综合商社在韩国，战略联盟被称为财阀Chapter ten掌握影响产业竞争的五种力量（Forces Influencing Competition in a Industry）：1.Thread of new entrants2.Rivalry Among Existing Competitors3.Bargaining Power of Suppliers4.Bargaining Power of Buyers5.thread of Substitute Product or Services掌握新加入者的五种威胁（thread of new entrants）：1.Economies of scales(规模经济)2.Product differentiation(产品差异性)3.Capital requirements(资本要求)4.Switching costs(转换成本)5.Access to distribution channels(获取分销渠道的途径)/doc/1312473186.html,ernment policy(政府政策)7.Established firms may also enjoy cost advantages independent of the scale economies(老公司享有的与规模经济无关的成本优势)掌握Porter’s basic thesis(Porter’s diamond): four national attributes of a nation shape the environment in which local firms compete.波特钻石理论中认为决定一国本地公司竞争环境的四大特征：①factor condit ions②demand conditions③related and supporting industries④firm strategy, structure, rivalryAnd two influencers: Governments and chance其中，了解要素来源（factor conditions）的分类1.Human resources2.Physical resources3.Knowledge resources4.Capital resources5.Infrastructure resources掌握要素资源的类型1.Basic versus advanced factors（基本要素与高级要素）2.Generalized（通用要素是前提条件）versus specialized factors（专门要素是企业真正竞争要素的来源）掌握创造竞争优势的一般战略：1.Broad market strategy 大市场战略Cost-Leadership Advantage（成本领先）Differentiation（差异化）2.Narrow target strategies（缩小目标范围）Focused differentiation （差异专注）Cost focus（成本专注）了解日本人创新性竞争的策略：/doc/1312473186.html,yers of advantage （优势层）2.Loose bricks（松动的砖头）3.Changing the rules（改变规则）4.Collaborating（合作）5.Hypercompetition （超级竞争）CHAPTER11了解产品含义（了解产品属于哪类）Local products(本土产品)：A local product is available in a portion of a national market. National products（国家产品）: A national product is one that, in the context o a particular company is offered in a single national market.International products(国际产品): international products are offered in multinational,regional markets.Global products（全球产品）：global products are offered in global markets了解产品与品牌的不同（了解334页的全球品牌的特征--------地球图）A global product differs from a global brand in one important respect: it does not carry the same name and image from country to country.掌握产品定位（product positioning）的定义：product positioning is a communications strategy based on the notion of mental "space": positioning refers to the act of locating a brandin customers' minds over and against other products in terms of product attributes and benefits that the brand does and does not offer.掌握产品定位的一般策略（general strategies for positioning products）1.attribute or benefit （属性与性能）2.Quality/price（质量价格）/doc/1312473186.html,e/user （使用和使用者）4.High-tech positioning （高科技定位）5.High-touch positioning （高感性定位）掌握产品设计的四个因素（Product design considerations）Global market need to consider four factors when making product design decision:1. Preferences （偏好）2. Cost （成本）3. Laws and regulations（法律法规）4. Compatibility（兼容性）5. Labeling and instructions （标签以及用法说明）了解原产国的态度的（coo：country of origin）定义：Country of origin (often abbreviated to COO), is the country of manufacture, production, or growth where an article or product comes from. There are differing rules of origin under various national laws and international treaties掌握产品地理扩张的主要策略（5个）Strategy1:product/communication extension(dual extension) Strategy2:product extension/communication adaptationStrategy3:product adaptation/communication extensionStrategy4:dual adaptationStrategy5:product invention理解公司的三个阶段（How to choose a strategy）1.cave dweller.（洞穴居住着）2.Naive nationalist（天真的国家主义者）3.Globally sensitive（全球性敏感者）了解新产品开发的几层含义（New products in global marketing）:Newness can be assessed in t h e c o n t e x t o f t h e p r o d u c t i t s e l f,t h e o r g a n i z at i o n,a n d t h e m a r ke t.1.an entirely new invention or innovation2. a line extension3.newness may also be organizational4.an existing product that is new to a company may be new to a particular market了解新产品开发的几个步骤：1.Identifying new-product ideas2.New-product development location3.Testing new products in national marketsCHAPTER 12掌握环境对定价决策的影响（Environmental influences on pricing decisions）1.Currency fluctuations（货币的不稳定性）2.Exchange rate clauses（汇率条款）3.Pricing in an inflationary environment（在通货膨胀的环境里定价）/doc/1312473186.html,ernment controls and subsidies（政府控制和补贴）/doc/1312473186.html,petitive behavior （竞争行为）6.Price and quality relationships（价格与质量的关系）掌握全球定价目标及战略（Global pricing objectives andstrategies）1. 掌握市场撇脂（Market skimming）定义：the market skimming pricing strategy is a deliberate attempt to reach a market segment that is willing to pay a premium price for a product.2. 掌握渗透式定价（Penetration pricing）定义：penetration pricing uses price as a competitive weapon to gain market position.3. 掌握市场保持（Market holding）定义：the market holding strategy is frequently adopted by companies that want to maintain their share of the market.4. 掌握成本加成价格升级Cost plus/price escalation掌握价格升级的定义：Price escalation is the increase in a product’s price as tr ansportation, duty, and distributor margins are added to the factory price.掌握灰色市场（Grey market goods）条件和定义定义：gray market goods are trademarked products that are exported from one country to another, where they are sold by unauthorized persons or organizations.条件：The marketing opportunity that presents itself requires gray market goods to be priced lower than goods sold by authorized distributors or domestically produced goods.了解倾销(Dumping) 定义：Dumping is an important global pricing strategy issue.了解转移定价（TRANSFER PRICING）的定义：transfer pricing refers to the pricing of goods and services bought and sold by operating units or divisions of a single company.了解几种转移定价的方法：The alternatives are(1)cost-based transfer pricing,(2).market-based transfer pricing（目的基于市场竞争需要的转移定价）Market-based transfer price了解定义：a market-based transfer price is derived from the price required to be competitive in the international market.(3).negotiated prices.掌握三种定价策略（GLOBAL PRICING-THREE POLICY ALTERNATIVES）1.Extension/ethnocentric2.Adaptation/polycentric3.Invention/geocentricCHAPTER 13掌握分销渠道（Channel of distribution）的定义：Channel of distribution American marketing association defines channel of distribution as"an organized network of agencies and institutions which, in combination, perform all the activities required to link producers withusers to accomplish the marketing task."掌握分销(marketing channels)的目的: The purpose of marketing channels is to create utility for customers.掌握渠道的效用：The major categories of channel utility are place (the availability of a product or service in a location that is convenient to a potential customer);time(the availability of a product or service when desired by a customer);form(the product is processed, prepared, and ready to use and in proper condition);and information(answers to questions and general communication about useful product features and benefits are available).了解两种渠道：1.Direct involvement2.Indirect involvement掌握影响渠道因素（CHANNEL OBJECTIVES AND CONSTRAINTS）1. customers characteristics2. products characteristics3. middlemen characteristics4. environment characteristics掌握中间商（Middleman characteristics）的定义：Channel strategy must recognize the characteristics of existing middlemen. Middlemen are in business to maximize their own profit and not that of the manufacturer. They are notorious for cherry picking.了解cherry picking的定义：that is, the practice of taking orders from manufacturers whose products and brands are in demand to avoid any real selling effort for a manufacturer’s products that may required push.DISTRIBUTION CHANNELS:TERMINOLOGY AND STRUCTURE 掌握消费品（CONSUMER PRODUCTS）的主要渠道1.DOOR-TO-DOOR SELLING2.MANUFACTURER-OWNED STORE3.FRANCHISE OPERATIONS/doc/1312473186.html,BINATION STUCTURES掌握工业产品（INDUSTRIAL PRODUCTS）的主要渠道1.M-manufacturer2. W-wholesaler3. MSF-manufacturer's sales force4. D or A-distributor or agentCHAPTER 14掌握全球广告的定义：Global advertising is the use of the same advertising appeals, messages,art, copy, photographs, stories, and video segments in multiple-country markets.了解global advertising content: the extension versus adoption debate了解选择广告代理商的主要因素：In selecting an advertising agency, the following issues should be considered: Company organization, Area coverage, Buyer perception.CHAPTER 15（重点看选择题）掌握几种主要的促销方式（GLOBAL PROMOTION）Advertising（广告）Public Relations and Publicity （公共关系与公众度）Personal selling （个人推销）Sales promotion (营业促销)Direct Marketing（直复营销）Trade Shows and Exhibitions（贸易展示和展会）Sponsorship Promotion （赞助促销）了解公共关系的主要作用：foster goodwill and understanding among constituents both inside and outside the company.还有宣传的特征:Publicity is a nonpaid form of communication (unearned media)掌握推销(personal selling)的定义: personal selling is two-way,personal communication between a company representative and a potential customer as well as back to the company. 掌握推销的主要过程:The selling process is typically divided into several stages:prospecting, preapproaching, aaproaching, presenting, problem solying, handing objections, closing the sale, and following up.了解SALES PROMOTIONTrade promotions are designed to increases productavailability in distribution channels.了解DIRECT MARKETINGThe use of direct marketing is growing rapidly in many parts of the world due to increased use of computer databases, credit cards, and toll-free numbers, as well as changing life-styles.了解TRADE SHOWS AND EXHIBITIONSTrade shows and exhibitions are other promotion vehicles that are increasingly important in the promotional mix, especially for industrial products and in the international marketplace.了解SPONSORSHIP PROMOTION特点：Sponsorship can be used to increase awareness and esteem, to build the brand identification, to enhance the brand’s positioning and sales,and to circumvent advertising restrictions in some countries.。
全球营销英文版最新版教学课件第1章
1-6
Global Industries
• An industry is global to the extent that a company’s industry position in one country is interdependent with its industry position in another country
we leave it alone. This is focus.”
~Helmut Maucher, former chairman of Nestlé SA~
1-8
GLOBAL MARKETING: What It Is & What It Isn’t
Single Country Marketing Strategy
– Often referred to as multinational
– Leads to a localized or adaptation approach that assumes products must be adapted to local market conditions
1-18
Coca Cola spent $5 billion worldwide on promotions and marketing in 2010
1-7
Competitive Advantage, Globalization
• Focus
& Global Industries
– Concentration and attention on core business and competence
The British Invasion of the music world was led by the Beatles who first toured the U.S. in 1964.
国际营销英文版最新版教学课件unit18
Price Escalation 2 of 5
Tariffs a special form of taxation
• Serve to discriminate against all foreign goods • Hurt domestic market if counter-tariffs implemented
• Only wealthy customers able to buy product • Low-income consumers priced out of market
Approaches to Reducing Price Escalation 1 of 3
Lowering Cost of Goods
Varying Currency Values
• Impacts consumers’ perceptions of value • Changes cost of exporting products and impacts price
Price Escalation 5 of 5
Middleman and Transportation Costs
Chapter 18
Pricing for International Markets
ቤተ መጻሕፍቲ ባይዱearning Objectives
18-1 Components of pricing as competitive tools in international marketing
18-2 How to control pricing in parallel import or gray markets 18-3 Price escalation and how to minimize its effect 18-4 Countertrading and its place in international marketing
最新第16版国际营销重点
1，international marketing（国际营销）：is the performance of business activities designed to plan,price,promote,and direct the flow of company’s goods and services to consumers or users in more than one nation for profit.国际营销是指对商品和劳务流入一个以上国家的消费者或用户手中的过程进行计划、定价、促销和引导，以便获取利润的活动。
2.Self-reference criterion(SRC)自我参照标准The SRC is an unconscious reference to one’s own cultural values,experience, and knowledge as a basis for decisions.是指无意识的参照个人的文化价值观、经验和知识，作为决策的依据。
3. ethnocentrism 民族中心主义Ethnocentrism is the notion that people in one’s own company,culture,or country know best how to do things.’4.如何避免SRC建立全球意识？1.Select individual(个人的，独特的）managers specifically for their demonstrated global awareness选择有全球意识的个人经理2.Personal relationships in other countries.在其他国家的人际关系3.Successful long-term business relationships with foreign customs和外国长期的贸易关系4.Have a culturally diverse senior executive staff or board of directors有一个多元文化的高级主管或者董事会5.国际营销的五个阶段1.No direct foreign marketing2.Infrequent foreign marketing3.Regular foreign marketing4.International marketing5.Global marketing6.三种策略导向1.See international marketing as ancillary to the domestic operations.国际营销用来辅助国内业务2.See international marketing as a crucial aspect of sales revenue generation but treats each market as a separate entity.将国际营销作为销售收入的一个重要方面，但是把每一个市场当做独立的实体对待mon consumer characteristics and behaviors come into play as keysegmentation variables applied across countries共同的消费特性和消费行为作为应用于各国的主要细分变量。
国际营销专业英语（商务英语）重点资料
国际营销专业英语（商务英语）重点资料I.术语解释CIF=cost insurance freight到岸价FOB=free on board 离岸价CFR=cost freight 成本运费价EMP=European main Ports欧洲主要港口P/I=proforma invoice形式发票L/C=letter of credit 信用证II.Key wordEstablish business relations建立业务关系business scope业务范围import进口export出口importer进口商exporter进口商commercial counsellor's office商务处chamber of commerce 商会credit standing信誉Export List导出列表Inquiry Note调查说明fall within the scope of business activities属于经营活动范围之内inquiries询盘first inquiry第一次询价general inquiry一般询价specific inquiry具体询价commission 佣金delivery交货effect delivery影响交货期all necessary information所有必要信息delivery date邮寄日期take delivery 提货terms and conditions条款和条件sample book样本catalogue 目录册Quotation Sheet报价单quote报价offer报盘voluntary offer主动报价free offer 自由报价firm offer 实盘pro forma invoice形式发票import licence进口许可证under cover随函supply from stock现货供应under separate cover 另函寄上in stock存货 counteroffer 还盘 be on the high side 价格高昂regret 遗憾be in line with 与……同等水平reduce 减少 make a reduction of减少 prevailing market 平行市场turn down 拒绝订单heavy bookings 订单过重heavy commitments 承约过多 repeat order 重复订单 duplicate order 二次订单shortage of stock 缺货 on the usual terms 按惯常条款III.介词1、We shall make a reduction in our price if you increase the quantity to 5,000 pcs.2、we would liketodirect your attention to the quality of the goods which is superior to that of other makers3、we are prepared to keep the offer open till 25th this moth.4、many of our clients requested us to approach you for offers.5、if you could make a reduction of 1% in quotation, we have confidence in securing large orders for you .6、we will withdraw the offer if we should not hear from you by the end of this week.7、the above offer is subject to our final confirmation.8、the earliest shipment is December ,we hope that it will be acceptable to you.IV.单词填空1、as the market is declining your price is found on the high side.2、we note from your letter of may 15 that you are in the market for green tea.3、we cannot see our way clear to reduce the price tothe level you required.4、we hope to close business at something near our level.5、you may rest assured that the goods under sales contract No.9898 will be shipped without delay. 6、since your price is out of line with the prevailing market ,it is not possible for the buyers at our end to accept.7、while we appreciate your intention , we regret that we cannot entertain any fresh orders.8、as soon as we are in a position to make an offerfor black tea ,we shall contact you by cable9、we are enclosing a list of our new products for your reference10、when you are in need of further quantities , please feel free to communicate with us.V.翻译(英译中)This corporation is specialized …..textiles.本公司专经营纺织品的进口业务We send you by ..for export我们向您发送另函寄上可供出口各类电子产品的小册子As requested, we …reference按要求我们另涵上2001和2002的艺术样本各一份供你参考We thank you …..with you 我方感谢您9月2号的来信，我方愿与你方就扩大贸易可能性进行讨论It will be …cooperation如果贵方能与我方合作不胜感激We are enclosing …sheet现随函附上询价单As soon as we …prices以接到你方的询价，我们就会寄上样品并报最优惠的价格Please quote ..date 请按我方询价单报最低价格和最早交货期We shall /doc/a910085388.html,rmation 如果你们寄给我们你的全部细节的价格，质量，可供数量及其他资料我们将不胜感激Please quote /doc/a910085388.html,mission 请报温哥华到岸价，包括3%的佣金VI.翻译(中译英)我们的一个客户对你们的新产品感兴趣One of our customers is interested in your new production 如你所知，我们的外贸政策是在平等互利的基础上与各国人民做生意As you know, our policy is to trade with merchants of various countries on the basis ofequality and mutual benefit.谢谢你方来函表示提供服务，我方愿与你方就扩大贸易的可能性进行讨论。
国际营销英文课件-Trade System
Various trade restriction or barriers - Non-tariff Barrier
Various trade restriction or
barriers -Tariff Barrier
Revenue Tariff
- It is designed to raise money for the government. It is also commonly used by developing countries to help infant industries compete in global markets. The ways of irmestrpicotisoninorg tariffs
Protective tariff (Import tax)
- It is designed to raise the retail price of imported products so that domestic goods will be more competitive and foreign business will be discouraged from shipping certain goods into the country. It is meant to save jobs for domestic workers to keep industries from bankruptcy because of foreign competition.
国际营销英文版第16版第11章PPT
India
Since its independence in 1950, the world’s largest democracy had set a poor example as a model for economic growth It was among the last of the economically important developing nations to throw off traditional insular policies. India’s growth had been constrained and shaped by policies of import substitution and an aversion to free markets Now however, times have changed, and India has embarked on the most profound transformation India has taken the following steps: • Privatizing state-owned companies as opposed to merely selling shares in them • The government is now willing to reduce its take below 51 percent and to give management control to so-called strategic investors • Recasting the telecom sector’s regulatory authority and demolishing the monopolies enjoyed by SOEs • Signing a trade agreement with the United States to lift all quantitative restrictions on imports • Maintaining momentum in the reform of the petroleum sector • Planning the opening of domestic long-distance phone services, housing, and real estate and retail trading sectors to foreign direct investment
英文版国际营销重点及答案
国际营销International Marketingis the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.国际营销市场细分International marketing market segmentationEnterprises after entry into a foreign market, due to customer demand is varied in the country, businesses cannot meet all the needs of customers, and can be broken down into a number of markets, meet the needs of one or several markets.After that when the company decides to enter an overseas market, it will find that customer demand on the local market there is still a difference, need to be further subdivided into a number of markets, with a view to selecting one or several markets to target markets.文化culture（1）is the sum of the "value, rituals, symbols, beliefs, and through processes that are learned and shared by a group of people ,then transmitted from generation to generation."（2）Is the human made part of human environment-the sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society营销渠道Marketing channelsMarketing (Marketing channels) refers to the product or service path along the transfer, transfer from participating product or service activities in order to make the product or service is easy to use or consumption of all organizations.销售促进销售促进（英文为：Sales Promotion，简称SP）Sales promotion (English: Sales Promotion, known as SP), also known as a marketing promotion, it is an enterprise using a variety of short-term incentives to encourage consumers and brokers to buy promotional activities, distribution of products and services.1.国内营销与国际营销区别和共同点International marketing is developed on the basis of marketing. As the different branches of marketing, international marketing and domestic marketing of existing linkages, and differentiated.(A)Link1. Based on commonality of international marketing and domestic marketing are based on the principles of economics as a theoretical basis.2. Consistency of concepts in contemporary economic activity, international marketing and domestic marketing concepts are consistent in nature, are "marketing concept" as a guiding principle, to meet consumer demand and user-centric.3. Operation is easy, in management, international marketing and domestic marketing there is often a certain amount of contact. Their business processes, international marketing is an extension of domestic marketing(B) the difference1. International marketing environment has become more complex2. Uncertainties facing the international market moreChanging trend of the market demand for our products, as well as consumer buying motives, consumer psychology, evaluation of products, it is difficult to determine. Enterprises ' difficulty in timely, accurate information about competitors ' reactions, and multinational market research more difficult. Companies are struggling to choose the more suitable advertising media and advertising tools, selection and control of international marketingchannel is more difficult to determine.3. selection of international than domestic marketing more diverse, more difficult.4. International marketing marketing harder2.文化具有哪些特点？文化具有的一些特征。
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国际营销(英文版)重点华北科技学院课程设计说明书班级：国贸B08- 3 班姓名（学号）：彭龙耀（200804014305）设计题目：市场营销策划与实现设计时间：2010年12月20日至2011年1月6日评语：评阅成绩：评阅教师：目录一、课程设计概述 (1)二、第一季度营销计划 (5)三、第二季度营销计划 (10)四、第三季度营销计划 (15)五、第四季度营销计划 (21)六、第五季度营销计划 (26)七、第六季度营销计第 3 页共 54 页划 (32)八、第七季度营销计划 (37)九、总结 (41)一、课程设计概述（一）课程设计目的通过本课程设计，帮助学生系统地学习、实践和体验营销完整方法体系，从营销环境机会分析到发展营销战略，以及制定具体营销计划和持续的营销管理；帮助学生实践和体验真实的竞争环境；使学生们通过模拟过程体验合作精神、学会如何同一个小组一起工作；更大地激发学生的学习热情。
（二）课程设计所需条件现代管理实验室计算机与网络设备、世格SimMarketing（即Simulate第 4 页共 54 页Marketing模拟市场营销）营销模拟系统软件V3.0。
（三）课程设计基本流程（1）营销设计的过程分为多个季度逐次展开。
在模拟的开始，营销小组将得到经济新闻、市场调查研究报告、公司经营报告等信息。
（2）营销小组根据各种信息分析市场机会和挑战，评估公司的优势劣势，通过小组充分讨论发展公司的战略，然后做出具体的营销计划。
（3）小组的决策和竞争者的决策全部完成以后，SimMarketing 将模拟市场运作，产生结果，并且开始进入下一个季度。
（4）营销小组将以经济新闻、产业报告和公司经营报告的方式接收到上个季度的市场运作结果，从而得到关于市场和竞争对手的详细资料。
（5）通过对于新信息的分析和战略战术的调整，营销小组在接下来的八个季度中逐步完成持续的营销管理运作。
第 5 页共 54 页（五）本组角色分工1、CEO：彭龙耀主要职责：统领协调小组成员，统筹各项营销管理行动（1）有效利用市场调查报告提供的信息正确评估当前的市场机会和竞争者动态；（2）结合公司自身的特点发展长期有效的营销战略；（3）根据营销战略制定和调整具体的营销计划；（4）充分利用公司的资源，和生产部门、研发部门有效配合。
2、市场分析师：田红娟主要职责：全面分析市场和公司资源（1）市场调查报告和其他各种报告的获得，确定“市场调研”策略；（2）宏观和产业环境分析；（3）消费者购买行为分析；（4）竞争分析；（5）辨认市场细分选择目标市场；（6）公司内部评价；3、战略规划师：王帆主要职责：发展营销战略（1）形成竞争战略；（2）开发定位策略；（3）产品生命周期的营销战略；（4）开发新的产品市场；（5）会同市场分析师完成“SWOT分析”；4、计划部经理：阮春俊主要职责：制定营销目标，确定生产计划第 6 页共 54 页（1）完成“市场规模预测”；（2）确定“计划市场占有率”；（3）确定“计划品牌销售量”；（4）确定“计划渠道销售量”；（5）确定“生产计划”；5、产品与品牌经理：王帆主要职责：制定新产品规划，管理品牌组合（1）规划“新的研发项目”；（2）修改“研发项目参数”；（3）规划“修改品牌”、“推出新品牌”或“撤出市场”；6、价格与促销经理：杨佩主要职责：制定与调整价格、制定促销组合策略（1）制定新产品价格；（2）根据产品生命周期与竞争状况调整原有产品定价；（3）确定广告制作与投放策略；7、销售与渠道经理：江硕主要职责：分配与管理销售力量，管理渠道体系（1）规划销售队伍人员数量；（2）决定销售力量分配；（3）确定各渠道折扣水平；（4）确定渠道支持力度；二、第一季度营销计划（一）环境分析预测1、SWOT分析设计结果如下第 7 页共 54 页优势：本公司第一季度新推出一个新的品牌，注重形象追求型的需求增长，提高产品的销售量。
劣势：与各公司的产品性能不相上下，需要不断的研发新产品，稍微懈怠，即被竞争对手甩开。
机会：形象追求型的需求提高，我公司推出新的品牌，以形象追求型为主打，来抢占市场。
策略：多关注竞争对手的计划，研发新的产品，提高公司品牌的知名度。
理由是：刚开始毫无头绪，只能通过市场分析及教学课程介绍来写。
早些推出新产品可抢占市场份额，为以后各季度打下基础。
关注其他公司的计划以便提前考虑应对之策。
理由：根据市场预测确定相应类型的产品，各方面都投入一些预算，尝试都有何影响，研发新产品，走在市场前列。
2、市场规模预测设计结果如下：理由是：随着生活水平的不断提高，手机越来越普及，人们需求量也越来越大，市场规模会扩大。
所以，我们预测如上图。
（二）营销目标确定1、计划市场占有率设计结果如下：第 8 页共 54 页第9 页 共 54 页理由是：在手机所蕴含的科技水平相同的情况下，我们有信心提高我们的市场份额，通过广告促销，品牌推广，公司文化的宣传，使消费者对我们有一种认同感的存在，使我们的销售量稳中提高。
2、计划品牌销售量 设计结果如下：理由是：在原有的基础之上，提高各品牌的销售量，每个品牌提高200—1600不等的销售量，以保证我们公司在各种类型市场的销量保持稳定，不会出现求大于供的局面。
3、计划渠道销售量理由是：在没有熟悉市场之前，我们公司采取比较稳妥的方法，专卖店、百货公司各占40%，超级市场占20%。
因为超级市场不是专门出售手机的地方，而是附加销售手机，手机销售额只占超级市场销售额很少的一部分。
（三）战略决策制定1、新产品研发第 10 页 共 54 页设计结果如下：理由是：各个公司的产品科技水平是一样的，只有尽快的研发新的产品，我们才能突出重围，占领市场。
NEO3：是面对形象追求型的消费者，市场预测形象追求型在下一季度里，增长量最高，我们公司有必要研发更适合形象追求型消费者的新产品。
NEO1：是面对个人交往型的消费者，个人交往型在整个市场里面，消费数量是最大的，要想从这块得到最大利润的话，只有开发新的产品。
2、品牌组合 设计结果如下：理由是：根据上季度各品牌在不同类型市场的销售量，我们公司做出的市场定位调整，本季度又推出一个新的品牌，主打是形象追求，因为是上季度根据市场预测所研究的项目，所以我们积极的推出，力争更高的市场份额。
3、产品定价 设计结果如下：理由是：各公司手机性能相差不多，降低相应的价格，以吸引消费者的购买。
再者，手机有它的生命周期，价格会不断的降低，我们公司已经在开发研究新产品，旧的产品将逐步的淘汰。
4、广告促销设计结果如下：理由是：因为是第一季度，对于广告的投放不是太了解，只是在0季度的基础上，略有增长。
选择多元分析的角度，是我们公司的一次尝试，从另一个角度来进行宣传。
5、销售力量设计结果如下：理由是：在原有的基础上，每个销售组织增加1名销售人员，是为了更好的向消费者推销产品。
如果别的公司没有招聘人手的话，也许我们公司多一个人，会取得意想不到的结果。
6、分销渠道设计结果如下：理由是：在原有的折扣基础上，每个销售组织增加1%，以保证产品的销量。
渠道支持，也是为了更好的销售公司产品，专卖店的销售量最多，所以它的支持是最多的。
7、生产计划设计结果如下：理由是：根据本季度的计划销售量而确定的生产量，为了保证计划的实行，期初库存数被当做本季度的库存数，以防止出现产品求大于供的局面。
8、市场调研设计结果如下：理由是：购买全部的调研项目，是为了更好的了解竞争对手的动态，因为是第一季度，所以对以后的发展起着决定性的作用。
（四）本季度设计总结本季度连续犯了几大错误，导致公司出现各种问题，排名垫底。
第一，计划销售量过于大，过于乐观。
高估了市场成长率，乐观的以为市场规模会大幅度的扩大，其实市场规模和销售数量在本季度都在萎缩，导致大量商品堆积在库房，增加库存保管费用。
第二，计划渠道没有重点支持。
手机销售是在专卖店的销售量最高，我们没有将专卖店突显出来，而是把它与百货公司放在同一水平线上。
第三，广告投放错误大。
之前没有认真仔细的阅读系统帮助，没有察觉到B产品是我们公司在前期最有竞争力的产品。
广告投入太少，又没有针对性，导致品牌效应没有形成。
三、第二季度营销计划（一）上季度营销计划运行结果（二）环境分析预测1、SWOT分析设计结果如下：优势：我公司主打产品类型与市场需求类型基本吻合，上季度上产产品库存较多，本季度可缩小生产规模，降价销售，扩大市场份额；同时预算可主要投向广告宣传，新产品的研发及产品技术革新。
劣势：我公司与各公司的产品性能不相上下，广告宣传力度不足，市场份额大受挤压，价格可将幅度有限，打价格战危险性大。
新产品还未正式打开市场，需进一步加大宣传并加大资金技术投放力度。
机会：我公司库存量大，可通过降价来打击竞争对手，我公司主打产品类型符合市场需求潮流，可加大宣传来迎合大众消费心理，抢占市场份额。
策略：多关注竞争对手的计划，加大广告宣传投放力度，继续保持并增强新产品的研发和原产品技术革新，迎合市场需求类型。
通过降价来扩大市场份额，增加销售量，赢得更多的利润。
理由是：根据第一季度销售情况，我公司推出的产品类型基本符合市场需求，但生产量、广告投入量等制定不合理，加上有公司大力降价，我公司库存量大，只能降价，并加大广告投入。
当然关注竞争对手计划始终是必要的，而且既然原产品销售受阻，更要加大产品更新换代，即继续研发。
2、市场规模预测设计结果如下：理由是：上季度市场规模有所缩小，本季度市场会大幅上升，所以本公司决定维持上季度的市场规模预测。
（三）营销目标确定1、计划市场占有率设计结果如下：理由是：改变不同产品的市场类型定位，占领个人交往型的份额，个人交往型的需求量最大，更有前景。
2、计划品牌销售量设计结果如下：理由是：为了稳妥起见，根据上季度的销售量，做出微小的调整。
市场规模会扩大，所以各个品牌的销售量提高一点。
3、计划渠道销售量设计结果如下：理由是：将超级市场的目标销量由20%减少到10%，专卖店的销量由40%上升到50%。
因为超级市场不是专门出售手机的地方，而是附加销售手机，手机销售额只占超级市场销售额很少的一部分。
（四）战略决策制定1、新产品研发设计结果如下：理由是：可行性研究已经完成，继续研发，下季度推出市场，抢占市场份额。
2、品牌组合设计结果如下：理由是：是根据上个季度各产品在不同市场类型的销售量，调整市场定位。
消费者的采购习惯，市场反应才是公司制定不同目标市场定位的决定因素。
3、产品定价设计结果如下：理由是：上季度各个公司的产品都在降价，所以公司继续采取降价策略。
各公司手机性能相差不多，降低相应的价格，以吸引消费者的购买。
再者，手机有它的生命周期，价格会不断的降低，我们公司已经在开发研究新产品，旧的产品将逐步的淘汰。