Chapter 16
Global Marketing
全球营销概论
Global marketing is a strategic method businesses use to expand their operations internationally.
It involves developing a cohesive marketing ...
评估全球营销环境 I
Economic fluctuations, political regulations, and geopolitical events influence costs, profits, trade relations, and supply chain operations, requiring a ...
评估全球营销环境 II
Understanding cultural, infrastructure, and technology differences helps global marketers adapt strategies, reduce risks, and find new opportunities, as ...
评估全球营销环境 III
The international trade system is a complex network of transactions, agreements, and regulations between countries that govern the exchange of goods, ...
影响全球市场决策的因素
Decisions in global markets depend on several key factors.
First, market size and growth rate are essential. Large, rapidly growing markets like ...
全球入场策略 I
To expand internationally, firms use entry strategies like exporting, licensing, and contract manufacturing.
The choice of strategy is based on their ...
全球入场策略 II
Management Contracting, Joint Ventures, and Franchising are the global market entry strategies that leverage local market knowledge, enable rapid ...
全球入场策略 III
Global marketers also use Direct Investment and Strategic Alliances to expand their global reach.
Direct investment involves a company fully owning its ...
全球营销计划
Standardized and Adapted Global Marketing are two critical strategies for businesses operating in foreign markets.
In standardized global marketing, a ...
全球营销组合 I - 产品
The product aspect of the global marketing mix involves creating and adapting products to suit the varied preferences of international markets.
Straight ...
全球营销组合 II - 价格
In global marketing, pricing reflects a product's value and consumer willingness to pay across different markets.
Entry and operational costs, ...
全球营销组合 III - 地点
In global marketing, place decisions involve a complex network that delivers products from production to consumers, creating a global value delivery ...
全球营销组合 IV - 促销
Media choices, creative direction, and budgeting shape global promotional strategies.
Media decisions depend on target audience preferences and local ...
全球营销中的道德问题
Global marketing faces ethical dilemmas due to diverse economic, regulatory, and cultural landscapes.
Outsourcing raises concerns about labor exploitation ...
全球营销的挑战
Expanding into foreign markets creates internal challenges for global marketers, from adapting strategies to managing local teams and diverse logistics ...
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