全球营销管理复习资料

第一章1.营销的定义：（broadly defined ） social and managerial process where by individuals and groups obtain what they need and want through creating and exchanging products and value with others.(narrow defined ） The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return。Marketing can be defined as a series of activities leading to an exchange transaction between a seller and a buyer at a profit.2。 Maslow's hierarchy of needs：即马斯洛需求层次理论，3。价值：V = B / P V = ValueB = Perceived Benefits – Perceived CostsP = Price4。营销组合（4C、4P)：市场营销分析要素：2c-6o—4p2c: competitor ， cost6o：What ? Object （购买对象）Why ? Objective（购买目的）Who ? Organization（购买组织）How? Operation(购买方式）When? Occasion（购买时机)Where? Outlet（购买渠道）4p: product , price , place, promotion5.四种全球营销组合（具体概念）—management orientation and global marketing:（ Different Management Orientations in the Global Arena – EPRG Framework)Ethnocentric Orientation:母国中心导向,认为产品可以不经修改就在世界各地销售 ,即标准化（standardized）或延伸（extension approach）Polycentric Orientation多国中心导向，认为产品需根据不同市场条件做适当修改，即当地化（localized）或因地制宜策略(adaptation approach）Regiocentric or Geocentric Orientation: 地区中心导向和全球中心导向，瞄准所选的市场在全球寻求资源，实际上是母国中心和多国中心的整合. 第二章1。 economic systems:Three types of economic systems：Capitalist、Socialist、Mixed，based on dominant method of resource allocation、Market allocation、Command or central plan allocation、Mixed allocation.2.三级区:The location of population Triad(三极区)（north America，EU, Japan )table2—73. 各 种 经 济 一 体 化 形 态 （ degrees of economic cooperation ） ： 1 。...