國(guó)際市場(chǎng)營(yíng)銷(xiāo)技術(shù)
定 價(jià):18 元
- 作者:席波,蔡蔚
- 出版時(shí)間:2004/5/1
- ISBN:9787307041448
- 出 版 社:武漢大學(xué)出版社
- 中圖法分類(lèi):H31
- 頁(yè)碼:197
- 紙張:膠版紙
- 版次:1
- 開(kāi)本:16K
《國(guó)際市場(chǎng)營(yíng)銷(xiāo)技術(shù)》涵蓋了營(yíng)銷(xiāo)基本概念、市場(chǎng)分析、營(yíng)銷(xiāo)調(diào)研、市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇和定位、營(yíng)銷(xiāo)計(jì)劃、營(yíng)銷(xiāo)組合等各基本層面的知識(shí)和方法。
本書(shū)的內(nèi)容涵蓋了近年來(lái)市場(chǎng)營(yíng)銷(xiāo)領(lǐng)域最新進(jìn)展,市場(chǎng)營(yíng)銷(xiāo)的基本理念和實(shí)施技巧,營(yíng)銷(xiāo)基本概念、市場(chǎng)分析、營(yíng)銷(xiāo)調(diào)研、市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇和定位、營(yíng)銷(xiāo)計(jì)劃、營(yíng)銷(xiāo)組織等基本層面的的知識(shí)和方法,并介紹了近年來(lái)日益受到重視的內(nèi)部營(yíng)銷(xiāo)理念、B2B營(yíng)銷(xiāo)和互聯(lián)網(wǎng)營(yíng)銷(xiāo)。同時(shí),基于品牌戰(zhàn)略關(guān)系到企業(yè)生存和發(fā)展的認(rèn)識(shí),本書(shū)也對(duì)此作了專(zhuān)門(mén)的介紹,希望對(duì)于想了解營(yíng)銷(xiāo)的人士有所幫助,并提供大量翔實(shí)案例和營(yíng)銷(xiāo)領(lǐng)域最新資訊。全書(shū)共由十章內(nèi)容組成,是大學(xué)商務(wù)英語(yǔ)專(zhuān)業(yè)和商務(wù)管理專(zhuān)業(yè)教材。
本書(shū)可作為企業(yè)營(yíng)銷(xiāo)從業(yè)人士,或其他營(yíng)銷(xiāo)愛(ài)好者進(jìn)修提高的參考書(shū),亦可作為大學(xué)商務(wù)英語(yǔ)專(zhuān)業(yè)或商務(wù)管理專(zhuān)業(yè)的教材。
《國(guó)際市場(chǎng)營(yíng)銷(xiāo)技術(shù)》涵蓋了營(yíng)銷(xiāo)基本概念、市場(chǎng)分析、營(yíng)銷(xiāo)調(diào)研、市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇和定位、營(yíng)銷(xiāo)計(jì)劃、營(yíng)銷(xiāo)組合等各基本層面的知識(shí)和方法。
自中國(guó)加入WTO以來(lái),國(guó)外著名跨國(guó)集團(tuán)公司、金融機(jī)構(gòu)、工商企業(yè)紛紛搶灘中國(guó)市場(chǎng),在中國(guó)設(shè)立分支機(jī)構(gòu)、分公司及合資企業(yè),引發(fā)了新一輪對(duì)高素質(zhì)復(fù)合型外經(jīng)貿(mào)人才的需求:要求他們具備良好的英語(yǔ)聽(tīng)、說(shuō)、讀、寫(xiě)、譯及對(duì)外交流、溝通的能力,同時(shí)熟知外經(jīng)貿(mào)專(zhuān)業(yè)知識(shí)及國(guó)際貿(mào)易慣例。所有這些對(duì)高等院校在人才培養(yǎng)方面提供了新的挑戰(zhàn)。如何充分利用現(xiàn)有教育資源,培養(yǎng)大批社會(huì)急需的復(fù)合型外經(jīng)貿(mào)人才是我們所面臨的重大研究課題。
目前,許多高等院校關(guān)于如何利用翻譯技巧,準(zhǔn)確處理商務(wù)資料,處理不同信息,進(jìn)行商務(wù)談判的書(shū)籍較少;從文化的角度向讀者介紹商務(wù)溝通技巧,不同民族商務(wù)活動(dòng)的差異、作用、影響等的實(shí)用書(shū)籍也不多;此外,隨著現(xiàn)代商務(wù)活動(dòng)國(guó)際化程度的不斷提高,目前全國(guó)從事商務(wù)領(lǐng)域活動(dòng),包括財(cái)貿(mào)、金融、商務(wù)、經(jīng)濟(jì)、法律、外交等部門(mén)的專(zhuān)業(yè)人員和從業(yè)人員也越來(lái)越多,閱此,綜合目前的形勢(shì),為滿足廣大教師、學(xué)生、從業(yè)人員的需要,我們有責(zé)任為其提供一套全方位的、綜合性強(qiáng)的現(xiàn)代商務(wù)英語(yǔ)叢書(shū)。張立玉院長(zhǎng)主編的《現(xiàn)代實(shí)用商務(wù)英語(yǔ)叢
書(shū)》在此做廠成功的嘗試。
本套叢書(shū)分為八分冊(cè):《商務(wù)跨文化交際》、《商務(wù)英語(yǔ)英漢門(mén)譯》、《商務(wù)英語(yǔ)選讀》、《舊際商務(wù)英語(yǔ)初級(jí)口語(yǔ)》、《國(guó)際貿(mào)易結(jié)算》、《國(guó)際貿(mào)易進(jìn)出口實(shí)務(wù)》、《國(guó)
際市場(chǎng)營(yíng)銷(xiāo)技術(shù)》、《商務(wù)合同寫(xiě)作及翻譯》。本套叢書(shū)的內(nèi)容涵蓋了當(dāng)今國(guó)際商務(wù)最新觀點(diǎn),最新動(dòng)態(tài)真。它可以滿足讀者所需要了解的在全球背景下商務(wù)活動(dòng)的最新進(jìn)展?fàn)顩r,并提供和幫助讀者做好準(zhǔn)備迎接新世紀(jì)國(guó)際商務(wù)業(yè)態(tài)的新挑戰(zhàn)。
本從書(shū)的作者均在高等學(xué)校、研究單位或公司工作,具有豐富的教學(xué)、研究和實(shí)踐經(jīng)驗(yàn),其中有的同志在商貿(mào)界享有盛名,頗有建樹(shù),且編著過(guò)相關(guān)書(shū)藉。在編著該套叢書(shū)過(guò)程中,作者花了近兩年的時(shí)間做了大量的市場(chǎng)調(diào)查和案頭工作,力求使理淪性、實(shí)用性、可讀性有機(jī)結(jié)合。
改套叢書(shū)內(nèi)容新穎、概念清晰,理論性和實(shí)用性強(qiáng),通俗易懂、層次分明,其讀者對(duì)象雖定位于高等學(xué)校商貿(mào)英語(yǔ)專(zhuān)業(yè)的學(xué)生,但對(duì)于外貿(mào)易工作人員、商務(wù)管理人員、外企文員等,也大有裨益。相信該套叢書(shū)的出版,定會(huì)受到讀者的歡迎。
*1*2*3
2003年12月16日
Chapter 1 Introduction of Marketing
Section 1 What Is Marketing?
Section 2 A The Notions of Marketing
B Internal Marketing
Section 3 Case Study
Introduction of Case Study
Section 4 Supplementary Reading
The Elements of a Successful Marketing Campaign
Chapter 2 Market Analysis
Section 1 Defining the Market
Section 2 A Introduction to Market Share
B Competitor Analysis
Section 3 Case Study
Market Share——Dixons
Section 4 Supplementary Reading
Changing Patterns in Consumer Demend——Snow Sport Holidays
Chapter 3 Consumer Behavior
Section 1 Introduction
Section 2 A Buting Process
B Customer Buting Process for New Behavior
Section 3 Case Study
Introduction of Children on Buyer Behavior
Section 4 Supplementary Reading
Un-Retiring Wallets and No Blue Hair:Senior Women
Chapter 4 Selection of Market
Chapter 5 Marketing Research
Chapter 6 Marketing Plam
Chapter 7 Marketing Mix
Chapter 8 B2B Marketing
Chapter 9 Internet-marketing
Chapter 10 Branding Strategy
References(參考書(shū)目)
A maket can be defined as follows:
A market is the set of all actual and potential buyers of a product or service.
This definition suggests that a market is the total value and/or volume of products that satisfy the same customer need.
For example, if the customer need is "eat breakfast", then the relevant market could be defined as the "Breakfast Food Market". Many products would be relevant to measuring and analyzing such a market:
-Breakfast cereals
-Nutrition bars
-Porridge/oats
-Specialty breads (e. g. croissants)
-Fast-food outlets serving breakfast
In defining a market, it is important not to focus only on products/services that cur-rently meet the customer need. For example, the button manufacturer who believed that his market was the "button market" would have made some poor marketing decisions un- less he had seen the arrival of products such aszips--which also satisfy the same need--"to fasten clothes".
Thinking about customcr needs first, and then idcntifying the products that meet those needs is the best way to define a market. However, it is also important not to define a market too broadly. For example, it is not particularly helpful for a marketing manager to define his or her market as the "food market" or the "transport market". The purpose of markct definition is to provide a meaningful framework for analysis and decision-ma-king.
For example, consider the "entertainment market". The customer need is to be "en-tertained". There are; many products and services thai can claim to meet that need in dif-ferent ways:
At home:
--Television
--Radio
--Video
--DVD
--Games consoles
Outside the Home:
一Theatre
一Theme parks--
一Opem
Sporting events
It is important to avoid too broad a definition of a market.For example,it ill be morema