营销管理 科特勒 第中国新世界的营销管理PPT学习教案

会计学1Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-2第1页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-3第2页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-4决定是否走向国际决定是否走向国际决定进入那个市场决定进入那个市场决定如何打入市场决定如何打入市场决定营销方案决定营销方案决定营销组织决定营销组织第3页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-5不规则的出口活动不规则的出口活动通过独立的机构出口通过独立的机构出口建立销售子公司建立销售子公司建立海外工厂建立海外工厂第4页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-6巴西巴西俄罗斯俄罗斯 南非南非第5页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-7间接出口间接出口直接出口直接出口特许特许合资合资直接投资直接投资承诺、风险、控制和潜在利润承诺、风险、控制和潜在利润第6页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-8第7页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-9第8页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-10个人主义个人主义 vs.集体主义集体主义弱弱 vs.强强不确定性规避不确定性规避高高 vs.低低权力距离权力距离男子主义男子主义vs.女子主义女子主义第9页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-11产品调整产品调整直接延伸直接延伸双重调整双重调整传播适应传播适应产品发明产品发明产品产品不改变产品不改变产品改变产品改变产品开发新产品开发新产品不改变传播不改变传播改变传播改变传播传播传播第10页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-12第11页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-13各地统一价各地统一价各国设基于市场的价各国设基于市场的价格格各国设基于成本的价各国设基于成本的价格格第12页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-14卖方卖方全球总部全球总部国家间渠道国家间渠道各国国内渠道各国国内渠道最终购买者最终购买者第13页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-15市场焦点市场焦点国内国内国外国外资源利用资源利用国内国内本地市场竞争者本地市场竞争者海外市场开拓者海外市场开拓者国外国外海外资源利用者海外资源利用者全球市场经营者全球市场经营者第14页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-16途径途径内部成长内部成长收购与合并收购与合并战略联盟战略联盟风险风险低高中速度速度低高高可控性可控性高中低第15页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-17全世界作为一个市场全世界作为一个市场跨国经营跨国经营本土化本土化第16页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-18第17页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-19第18页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-20第19页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-21第20页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-22第21页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-23市场经理市场经理产品经理产品经理纤维纤维醋酸纤维醋酸纤维奥纶奥纶尼龙尼龙涤纶涤纶男装男装女装女装家纺家纺产业市场产业市场第22页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-24我们要达到什么？我们要达到什么？正发生着什么？正发生着什么？为什么会发生？为什么会发生？我们应如何应对？我们应如何应对？第23页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-25第24页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-26我们在哪？我们在哪？我们要去哪？我们要去哪？我们如何去？我们如何去？我们如何才能不偏离路径？我们如何才能不偏离路径？第25页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-27第26页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-28第27页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-29第28页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-30第29页/共31页Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 19-31第30页/共31页