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国际市场营销PDF|Epub|txt|kindle电子书版本网盘下载

国际市场营销
  • （英）斯坦利·帕利沃达（Stanley J.Paliwoda）著 著
  • 出版社： 北京：中国人民大学出版社；普兰蒂斯霍尔出版公司
  • ISBN：7300024661
  • 出版时间：1997
  • 标注页数：164页
  • 文件大小：6MB
  • 文件页数：174页
  • 主题词：

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图书目录

1 People6

Segmentation11

Negotiation13

Sales15

Checklist: be aware16

References and further reading18

2 Process20

Levels of comPetitiveness25

ExPort sales26

ExPorting with local technical Presence27

IntErnationalization beyond exporting28

Investment Issues31

Checklist: be aware32

References and further reading33

3 Power35

Corporate power: is it transferable?35

Market POwer: can it be measured?40

Market Power of trading blocs41

Checklist: be aware45

References and further reading46

4 Product/service48

Bland products for a global market?49

Standardization50

Adaptation55

Local cultUral interfaces58

Checklist: be aware62

References and further reading64

5 promotion and publicity66

Transferability68

Origination costs for foreign markets76

The importance of publicity and public relations77

Checklist: be aware82

References and further reading83

6 Pricing85

Bringing the product/service to the foreign market85

Additional foreign costs86

Recovering funds from abroad89

Positioning for comPetitiveness90

Checklist: be aware94

ApPendix: INCOTERMS 199096

References and further reading97

7 Place of sala/distribution98

Moving goods from the factory to the foreign markets98

Comparing channels of distribution101

Producer intermediary and customer Perceptions102

Trends in place of sale/distribution106

Trade-offs in setting customer service levels109

Checklist: be aware112

References and further reading115

8 Planning and control117

Foreign markets can be planned and controlled120

Information inPuts required122

Assessing and evaluating foreign market information129

A longer-term horizon for investment132

Checklist: be aware134

References and further reading135

9 PrecedentS138

Political141

Legal143

Social143

Commercial145

Checklist: be aware146

References and further reading147

BibliograPhy149

Index159

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