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国际营销【2025|PDF|Epub|mobi|kindle电子书版本百度云盘下载】

席波主编著
出版社：武汉：武汉大学出版社
ISBN：9787307069114
出版时间：2009
标注页数：166页
文件大小：28MB
文件页数：175页
主题词：国际市场－市场营销学－英语－高等学校－教材

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图书目录

Chapter 1 Introduction1

Part Ⅰ What Is International Marketing?1

Part Ⅱ4

Passage 1 Challenges in International Marketing4

Passage 2 Localization6

Background Information Smart Globalization7

BBS11

Chapter 2 International Marketing and Multinational Corporations12

Part Ⅰ Multinational Corporation12

Part Ⅱ14

Passage 1 The Growth of International Marketing14

Passage 2 Global Village15

Background Information The Place to Be16

BBS18

Chapter 3 International Marketing Environment Analysis19

Part Ⅰ International Marketing Environment20

Part Ⅱ25

Passage 1 Website Loses Legal Fight Over MP3 Download25

Passage 2 Keeping Companies Honest26

Background Information How to Research the Marketing Environment28

BBS29

Chapter 4 International Market Research32

Part Ⅰ Why International Market Research32

Part Ⅱ34

Passage 1 How to Design Questionnaire34

Passage 2 Do Online Surveys Get More Extreme Answers?38

Background Information Types of Market Reports39

BBS41

Chapter 5 Product Strategy in International Marketing42

Part Ⅰ Product and Product Strategy42

Part Ⅱ51

Passage 1 Crossover Is the Future of Car Design51

Passage 2 Home Appliances Producer:Electrolux53

Background Information Case—Product Strategy of Bull54

BBS57

Chapter 6 Distribution58

Part Ⅰ Distribution:Channels,Tactics and Its International Variations58

Part Ⅱ65

Passage 1 Case Study:Remedy for Japan Distribution Problem65

Passage 2 An Introduction to SCM(Supply Chain Management)66

Background Information The 10 Commandments of Networking68

BBS71

Chapter 7 Pricing Strategy in International Marketing72

Part Ⅰ Pricing Concepts and Strategies72

Part Ⅱ82

Passage 1 Dumping a Heavy Cost on Wood82

Passage 2 Overseas TV Brands Join Pricing War83

Background Information Pricing for Profit85

BBS87

Chapter 8 Promotion Strategy89

Part Ⅰ Promotion Applied in International Marketplace89

Part Ⅱ97

Passage 1 Pull and Push in Marketing97

Passage 2 How to Do Export Promotion?98

Background Information Great Gift Marketing Ideas99

BBS102

Chapter 9 Internet Marketing103

Part Ⅰ Internet and Marketing Strategy103

Part Ⅱ106

Passage 1 Internet's Impact on the Marketing Mix106

Passage 2 Privacy and Security Issues for Online Commerce107

Background Information International Online Business:Think Globally,Act Locally109

BBS111

Chapter 10 Cross-cultural Communication and International Marketing113

Part Ⅰ Cultural Differences Among Different Nations113

Part Ⅱ121

Passage 1 Lenovo's in an Olympic Mood Now121

Passage 2 Names Have Coffee Chain Steamed Up122

Background Information Global Marketing Gaffes123

BBS125

Chapter 11 Marketing and Social Responsibility127

Part Ⅰ Social Responsibility and Ethics in Marketing128

Part Ⅱ133

Passage 1 CSR Case:Starbucks Coffee Co133

Passage 2 An Introduction to Green Marketing134

Background Information Mind Your Business137

BBS140

Chapter 12 Career in Marketing141

Part Ⅰ Career in Marketing141

Part Ⅱ146

Passage 1 Marketing Yourself146

Passage 2 Paving the Way for New Staff Members147

Background Information Career in Marketing—We Will Train148

附录部分练习参考答案150

参考书目166