全球市场营销重要知识点罗列中英文文档格式.docx

全球市场营销重要知识点罗列中英文文档格式.docx

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shiftedthefocusofmarketingfromtheproducttothecustomer.

Thestrategic1.conceptofmarketing:

shiftedthefocusofmarketingfromthecustomerortheproducttothecustomerinthecontextofthebroaderexternalenvironment.

2.thestrategicconceptofmarketinghasshiftedthefocusofmarketingfromamicroeconomicsmaximizationparadigmtoafocusofmanagingstrategicpartnershipsandpositioningthefirmbetweenvendorsandcustomersinthevaluechainwiththeaimandpurposeofcreatingvalueforcustomers.

THETHREEPRINCIPLESOFMARKETING

1.Customervalueandthevalueequation

Thetaskofmarketingistocreatecustomervaluethatisgreaterthanthevaluecreatedbycompetitors.

2.Competitiveordifferentialadvantage

Theadvantagecanexistinanyelementofthecompany’soffer:

theproduct,theprice,theadvertisingandpoint-of-salepromotion,orthedistributionoftheproduct.

V=B/P

3.Focus

Thethirdmarketingprincipleisfocus,ortheconcentrationofattention.

全球本土化概念（globallocalization）：

itmeansasuccessfulglobalmarketermusthavetheabilityto“thinkgloballyandactlocally”

MANAGEMENTORIENTATION

1.Ethnocentric（母国中心）---------internationalcompany

Homecountryissuperior,seessimilaritiesinforeigncountries

2.Polycentric（东道国中心）-----------multinationalcompany

Eachhostcountryisuniqueseesdifferencesinforeigncountries

3.Regiocentric（区域中心）----------globalcompany

Seessimilaritiesanddifferencesintheworldregion;

isethnocentricorpolycentrictherestoftheworld.

4.Geocentric（世界中心）-------------transnationalcompany

Worldview,seessimilaritiesanddifferencesinhomeandhostcountries.

Leverage

定义：

Leverageissimplysometypeofadvantagethatacompanyenjoysbyvirtueofthefactthatitconductsbusinessinmorethanonecountry.

类型：

1.experiencetransfers（经验移植）2.Scaleeconomies（规模经济：

可降低成本）

3.resourceutilization（资源利用）4.globalstrategy（全球化战略）

Chaptertwo

了解ECONOMICSYSTEMS

1.Marketallocation

Amarketallocationsystemisonethatreliesonconsumerstoallocateresources.Consumers“write”theeconomicplanbydecidingwhatwillbeproducedbywhom.

2.Commandorcentralplanallocation

Inacommandallocationsystem,thestatehasbroadpowerstoservethepublicinterest.Theseincludedecidingwhichproductstomakeandhowtomakethem.

3.Mixedallocation

了解STAGESOFMARKETDEVELOMENT

UsingGNPasabase,wehavedividedglobalmarketsintofourcategories.

1.low-incomecountries（alsoknownaspreindustrialcountries）

2.lower-middle-incomecountries（alsoknownaslessdevelopedcountriesorLDCs）

3.upper-middle-incomecountries（alsoknownasindustrializingcountries）

4.high-incomecountries（alsoknownasadvanced,industrialized,postindustrialcountries）

chapterthree

BASICASPERTSOFSOCIETYANDCULTURE

①Itislearned,notinnate

②Thevariousfactsofcultureareinterrelated,influenceorchangeoneaspectofacultureandeverythingelseisaffected.

③Itissharedbymembersofgroupsanddefinestheboundariesbetweendifferentgroups.

Highandlowcontextcultures强交际环境文化和弱交际环境文化的对比（看73页表）

Inlowcontextcultures,

1messageshavetobeexplicit.

②Aperson'

swordisnottobereliedon.

③Paperworkisimportant.

Inhighcontextcultures,

1lessinformationiscontainedintheverbalpartofmessage.

2Aperson'

svalue,position,backgroundarecrucial.

Maslow'

sHierarchyofNeeds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

HofstedeFramework霍夫斯诺德构架（看细节）

①individualismversuscollectivism个人主义与集体主义

②powerdistance权力距离

③uncertaintyavoidance不确定性规避

⑤masculinityversusfemininity男权主义相对女权主义

THESELF-REFERENCECRITERIONANDPERCEPTION

Aswehaveshown,aperson’sperceptionofmarketneedsisframedbyhisorherownculturalexperience.

ENVIRONMENTALSENSITIVITY（了解80页表格）

Environmentalsensitivityistheextenttowhichproductsmustbeadaptedtotheculture-specificneedsofdifferentnationalmarkets.（对环境中最敏感的东西是food）

Chapterfour

了解POLITICALRISK（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：

Expropriationreferstogovernmentalactiontodispossessacompanyorinvestor.

没收（CONPENSATION）定义：

compensationisgenerallyprovidedtoforeigninvestors,althoughnotofteninthe“prompteffective,andadequate”mannerprovidedforbyinternationalstandard.

国有化（NATIONALIZATION）定义：

Nationalizationoccursifownershipofthepropertyorassetsinquestionistransferredtothehostgovernment.

Differencesofthetwosystemsinsolvingcommercialdisputes两种法律体系在解决商务纠纷中的区别commonlawversuscivillaw（codelaw）

①Undercommonlaw,commercialdisputes