包郵國(guó)際市場(chǎng)營(yíng)銷(xiāo)學(xué)-第2版

作者：李威，王大超主編

出版社：機(jī)械工業(yè)出版社出版時(shí)間：2012-08-01

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國(guó)際市場(chǎng)營(yíng)銷(xiāo)學(xué)-第2版版權(quán)信息

ISBN：9787111392774
條形碼：9787111392774 ; 978-7-111-39277-4
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國(guó)際市場(chǎng)營(yíng)銷(xiāo)學(xué)-第2版本書(shū)特色

李威編著的《國(guó)際市場(chǎng)營(yíng)銷(xiāo)學(xué)(第2版高等院校市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)精品規(guī)劃教材)》收錄了該學(xué)科當(dāng)代*新的理論和觀點(diǎn)，以及權(quán)威的統(tǒng)計(jì)資料和典型的跨國(guó)公司案例，同時(shí)介紹了該學(xué)科主要理論的發(fā)展趨勢(shì)。本書(shū)可以作為高等院校相關(guān)專(zhuān)業(yè)的教材，也可以作為各種培訓(xùn)班教材，是各層次、各類(lèi)經(jīng)營(yíng)管理人員的**讀物。

國(guó)際市場(chǎng)營(yíng)銷(xiāo)學(xué)-第2版內(nèi)容簡(jiǎn)介

國(guó)際市場(chǎng)營(yíng)銷(xiāo)學(xué)于20世紀(jì)60年代從基礎(chǔ)市場(chǎng)營(yíng)銷(xiāo)學(xué)中分離出來(lái),成為市場(chǎng)營(yíng)銷(xiāo)學(xué)的分支。通過(guò)本課程的學(xué)習(xí),學(xué)生可以理解有關(guān)國(guó)際市場(chǎng)營(yíng)銷(xiāo)的基本概念、原理,同時(shí)課程配合使用國(guó)內(nèi)外的市場(chǎng)營(yíng)銷(xiāo)案例進(jìn)行教學(xué),使學(xué)生掌握具有一定的可操作性的實(shí)踐技巧。本書(shū)收錄了該學(xué)科當(dāng)代*新的理論和觀點(diǎn),以及權(quán)威的統(tǒng)計(jì)資料和典型的跨國(guó)公司案例,同時(shí)介紹了該學(xué)科主要理論的發(fā)展趨勢(shì)。本書(shū)可以作為高等院校相關(guān)專(zhuān)業(yè)的教材,也可以作為各種培訓(xùn)班教材,是各層次、各類(lèi)經(jīng)營(yíng)管理人員的**讀物。

國(guó)際市場(chǎng)營(yíng)銷(xiāo)學(xué)-第2版目錄

前言教學(xué)建議 **篇國(guó)際市場(chǎng)營(yíng)銷(xiāo)導(dǎo)論第1章國(guó)際市場(chǎng)營(yíng)銷(xiāo)理論基礎(chǔ) 11市場(chǎng)營(yíng)銷(xiāo)基本范疇 111市場(chǎng)營(yíng)銷(xiāo) 112市場(chǎng)營(yíng)銷(xiāo)理念 113市場(chǎng)營(yíng)銷(xiāo)組合理念的發(fā)展 12國(guó)際市場(chǎng)營(yíng)銷(xiāo)基本范疇 121跨國(guó)公司 122全球化 123新興市場(chǎng) 124國(guó)際市場(chǎng)營(yíng)銷(xiāo)及其基本程序 125國(guó)際市場(chǎng)營(yíng)銷(xiāo)與國(guó)內(nèi)市場(chǎng)營(yíng)銷(xiāo) 126國(guó)際市場(chǎng)營(yíng)銷(xiāo)與全球市場(chǎng)營(yíng)銷(xiāo) 127國(guó)際市場(chǎng)營(yíng)銷(xiāo)與國(guó)際貿(mào)易 13與國(guó)際市場(chǎng)營(yíng)銷(xiāo)相關(guān)的國(guó)際經(jīng)濟(jì)組織 131國(guó)際貨幣基金組織 132世界銀行 133世界貿(mào)易組織 134亞洲及太平洋經(jīng)濟(jì)合作組織 135上海合作組織 136東南亞國(guó)家聯(lián)盟第二篇國(guó)際市場(chǎng)營(yíng)銷(xiāo)環(huán)境第2章國(guó)際市場(chǎng)營(yíng)銷(xiāo)的政治環(huán)境與法律環(huán)境 21國(guó)際市場(chǎng)營(yíng)銷(xiāo)的政治環(huán)境 211國(guó)際市場(chǎng)營(yíng)銷(xiāo)的政治環(huán)境因素 212政治環(huán)境對(duì)國(guó)際市場(chǎng)營(yíng)銷(xiāo)的影響 213政治風(fēng)險(xiǎn)的預(yù)測(cè)及防范 22國(guó)際市場(chǎng)營(yíng)銷(xiāo)的法律環(huán)境 221國(guó)際市場(chǎng)營(yíng)銷(xiāo)的法律環(huán)境因素 222國(guó)際法律環(huán)境 223目標(biāo)市場(chǎng)國(guó)的國(guó)內(nèi)法律環(huán)境 224國(guó)際商事?tīng)?zhēng)端的解決方式第3章國(guó)際市場(chǎng)營(yíng)銷(xiāo)的經(jīng)濟(jì)環(huán)境 31國(guó)際市場(chǎng)營(yíng)銷(xiāo)的全球經(jīng)濟(jì)環(huán)境 311世界經(jīng)濟(jì)局勢(shì) 312全球經(jīng)濟(jì)體系 313市場(chǎng)發(fā)展階段 314地區(qū)性經(jīng)濟(jì)組織 32目標(biāo)市場(chǎng)國(guó)的經(jīng)濟(jì)環(huán)境因素 321人口數(shù)量及分布 322收入和購(gòu)買(mǎi)力 323基礎(chǔ)設(shè)施 324金融財(cái)政因素 325自然環(huán)境第4章國(guó)際市場(chǎng)營(yíng)銷(xiāo)的文化與社會(huì)環(huán)境 41國(guó)際市場(chǎng)營(yíng)銷(xiāo)的文化環(huán)境 411文化的基礎(chǔ) 412文化的含義 413文化的基本特征 414文化的要素 415文化的變遷 416各國(guó)的商業(yè)習(xí)慣 42國(guó)際市場(chǎng)營(yíng)銷(xiāo)的社會(huì)環(huán)境 421社會(huì)組織 422社會(huì)責(zé)任與倫理第5章國(guó)際市場(chǎng)營(yíng)銷(xiāo)的科技環(huán)境 51技術(shù)對(duì)國(guó)際市場(chǎng)營(yíng)銷(xiāo)的影響 511技術(shù)對(duì)消費(fèi)者需求的影響 512技術(shù)對(duì)交易方式的影響 513技術(shù)對(duì)企業(yè)戰(zhàn)略的影響 514技術(shù)對(duì)企業(yè)營(yíng)銷(xiāo)決策的影響 52電子商務(wù)與國(guó)際市場(chǎng)營(yíng)銷(xiāo) 521互聯(lián)網(wǎng)的商業(yè)應(yīng)用 522電子商務(wù)對(duì)國(guó)際市場(chǎng)營(yíng)銷(xiāo)的影響 53科學(xué)技術(shù)的發(fā)展趨勢(shì) 531信息技術(shù)將成為世界競(jìng)爭(zhēng)的關(guān)鍵 532先進(jìn)材料技術(shù)成為科學(xué)技術(shù)發(fā)展的突破口 533現(xiàn)代生物技術(shù)將成為革命性技術(shù) 534先進(jìn)制造技術(shù)將是工業(yè)現(xiàn)代化的保障 535當(dāng)代技術(shù)創(chuàng)新的強(qiáng)大功能第6章中國(guó)市場(chǎng)及消費(fèi)者分析 61中國(guó)市場(chǎng)及其營(yíng)銷(xiāo)特征 611中國(guó)市場(chǎng)的特征 612中國(guó)市場(chǎng)的營(yíng)銷(xiāo)特征 62中國(guó)市場(chǎng)的營(yíng)銷(xiāo)環(huán)境 621中國(guó)市場(chǎng)的人口環(huán)境 622中國(guó)市場(chǎng)的政治與法律環(huán)境 623中國(guó)市場(chǎng)的經(jīng)濟(jì)環(huán)境 624中國(guó)市場(chǎng)的社會(huì)文化環(huán)境 63中國(guó)市場(chǎng)的消費(fèi)行為 64中國(guó)市場(chǎng)發(fā)展新趨勢(shì) 641中國(guó)市場(chǎng)的網(wǎng)絡(luò)營(yíng)銷(xiāo) 642中國(guó)市場(chǎng)的物流管理 643中國(guó)市場(chǎng)的高增長(zhǎng)性 644中國(guó)市場(chǎng)營(yíng)銷(xiāo)新態(tài)勢(shì) 第7章國(guó)際市場(chǎng)營(yíng)銷(xiāo)調(diào)研 71國(guó)際市場(chǎng)營(yíng)銷(xiāo)調(diào)研的基本概念及內(nèi)容 711國(guó)際市場(chǎng)營(yíng)銷(xiāo)調(diào)研的概念 712國(guó)際市場(chǎng)營(yíng)銷(xiāo)調(diào)研的類(lèi)型 713國(guó)際市場(chǎng)營(yíng)銷(xiāo)調(diào)研的內(nèi)容 72國(guó)際市場(chǎng)營(yíng)銷(xiāo)調(diào)研的程序和方法 721國(guó)際營(yíng)銷(xiāo)調(diào)研的程序 722國(guó)際營(yíng)銷(xiāo)調(diào)研的方法 73國(guó)際營(yíng)銷(xiāo)信息系統(tǒng) 731國(guó)際市場(chǎng)營(yíng)銷(xiāo)信息的組成要素 732建立國(guó)際市場(chǎng)信息系統(tǒng)的步驟和原則 74國(guó)際市場(chǎng)營(yíng)銷(xiāo)調(diào)研的挑戰(zhàn) 741文化的挑戰(zhàn) 742抽樣（取樣）的挑戰(zhàn) 743測(cè)量的挑戰(zhàn) 744基礎(chǔ)設(shè)施的挑戰(zhàn) 745信息搜集的挑戰(zhàn) 746法律的挑戰(zhàn) 第三篇國(guó)際市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略第8章國(guó)際市場(chǎng)進(jìn)入戰(zhàn)略 81評(píng)估可選擇性國(guó)外市場(chǎng) 811市場(chǎng)潛力 812競(jìng)爭(zhēng)水平 813政治和法律環(huán)境 814社會(huì)文化影響 815成本、收益和風(fēng)險(xiǎn) 816選擇進(jìn)入模式 82出口戰(zhàn)略 821出口形式 822出口中介 83契約式進(jìn)入模式 831國(guó)際許可證 832國(guó)際特許經(jīng)營(yíng) 833其他契約式進(jìn)入模式 84對(duì)外直接投資戰(zhàn)略 841綠地投資戰(zhàn)略 842收購(gòu)戰(zhàn)略 85國(guó)際戰(zhàn)略聯(lián)盟 851合資企業(yè) 852戰(zhàn)略聯(lián)盟的好處 853戰(zhàn)略聯(lián)盟的局限性 854成功聯(lián)盟的基本準(zhǔn)則第9章國(guó)際市場(chǎng)細(xì)分戰(zhàn)略 91國(guó)際市場(chǎng)細(xì)分 911國(guó)際市場(chǎng)細(xì)分的含義與意義 912國(guó)際市場(chǎng)宏觀細(xì)分 913國(guó)際市場(chǎng)微觀細(xì)分 914國(guó)際市場(chǎng)細(xì)分的步驟 92國(guó)際目標(biāo)市場(chǎng)戰(zhàn)略 921評(píng)估國(guó)際目標(biāo)市場(chǎng)的標(biāo)準(zhǔn) 922影響國(guó)際目標(biāo)市場(chǎng)選擇的因素 923選擇國(guó)際目標(biāo)市場(chǎng)的策略 93國(guó)際市場(chǎng)定位 931國(guó)際市場(chǎng)定位的含義 932國(guó)際市場(chǎng)定位的因素分析 933國(guó)際市場(chǎng)定位的程序 934國(guó)際市場(chǎng)定位的戰(zhàn)略第四篇國(guó)際市場(chǎng)營(yíng)銷(xiāo)策略第10章國(guó)際市場(chǎng)營(yíng)銷(xiāo)的產(chǎn)品策略 101產(chǎn)品及相關(guān)概念 1011產(chǎn)品 1012產(chǎn)品的構(gòu)成 1013國(guó)際產(chǎn)品生命周期 102國(guó)際市場(chǎng)營(yíng)銷(xiāo)的產(chǎn)品決策 1021國(guó)際市場(chǎng)營(yíng)銷(xiāo)的產(chǎn)品組合決策 1022國(guó)際市場(chǎng)營(yíng)銷(xiāo)的單個(gè)產(chǎn)品決策 1023國(guó)際市場(chǎng)營(yíng)銷(xiāo)的新產(chǎn)品策略 103國(guó)際市場(chǎng)營(yíng)銷(xiāo)的品牌決策 1031品牌的概念 1032國(guó)際市場(chǎng)營(yíng)銷(xiāo)的品牌決策 104國(guó)際市場(chǎng)營(yíng)銷(xiāo)的產(chǎn)品包裝策略第11章國(guó)際市場(chǎng)營(yíng)銷(xiāo)的價(jià)格策略 111國(guó)際產(chǎn)品價(jià)格的構(gòu)成 112影響國(guó)際定價(jià)的因素 113國(guó)際市場(chǎng)營(yíng)銷(xiāo)的定價(jià)方法 1131成本導(dǎo)向定價(jià)法 1132市場(chǎng)導(dǎo)向定價(jià)法 1133競(jìng)爭(zhēng)導(dǎo)向定價(jià)法 114國(guó)際市場(chǎng)營(yíng)銷(xiāo)的定價(jià)策略 1141統(tǒng)一定價(jià)策略、多元定價(jià)策略與協(xié)調(diào)定價(jià)策略 1142撇脂定價(jià)策略與滲透定價(jià)策略 1143國(guó)際市場(chǎng)營(yíng)銷(xiāo)中的價(jià)格戰(zhàn) 115國(guó)際定價(jià)中可能遇到的幾個(gè)問(wèn)題 1151傾銷(xiāo)與反傾銷(xiāo) 1152國(guó)際轉(zhuǎn)移定價(jià) 1153平行進(jìn)口第12章國(guó)際市場(chǎng)營(yíng)銷(xiāo)的渠道策略 121國(guó)際營(yíng)銷(xiāo)渠道 1211國(guó)際營(yíng)銷(xiāo)渠道模式 1212國(guó)際營(yíng)銷(xiāo)渠道成員 122影響國(guó)際營(yíng)銷(xiāo)渠道選擇的因素 123國(guó)際營(yíng)銷(xiāo)渠道決策 1231國(guó)際營(yíng)銷(xiāo)渠道的標(biāo)準(zhǔn)化與差異化決策 1232新建渠道與利用原有渠道的決策 1233國(guó)際營(yíng)銷(xiāo)渠道的長(zhǎng)度決策 1234國(guó)際營(yíng)銷(xiāo)渠道的寬度決策 124電子商務(wù) 125國(guó)際物流第13章國(guó)際市場(chǎng)營(yíng)銷(xiāo)的促銷(xiāo)策略 131國(guó)際促銷(xiāo)與整合營(yíng)銷(xiāo) 132國(guó)際公共關(guān)系 1321公共關(guān)系的含義 1322國(guó)際市場(chǎng)營(yíng)銷(xiāo)的公共關(guān)系策略 133國(guó)際廣告 1331國(guó)際市場(chǎng)營(yíng)銷(xiāo)的廣告策略 1332國(guó)際廣告的創(chuàng)意制作 1333國(guó)際廣告的媒體選擇 1334影響國(guó)際廣告策略的因素 134其他銷(xiāo)售手段 1341人員推銷(xiāo) 1342直復(fù)營(yíng)銷(xiāo) 1343銷(xiāo)售促進(jìn) 參考文獻(xiàn) 推薦閱讀 Preface Suggestion Part IIntroduction Chapter 1International Marketing Fundamentals 11The Concepts of Marketing 111Marketing 112Marketing Philosophy 113The Development of Marketing Mix 12The Concepts of International Marketing 121Multinational Corporations 122Globalization 123Emerging Markets 124International Marketing Process 125International Marketing and Domestic Marketing 126International Marketing and Global Marketing 127International Marketing and International Trade 13Related International Economic Organizations 131The International Monetary Fund,IMF 132The World Bank,WB 133The World Trade Organization ,WTO 134The AsiaPacific Economic Cooperation,APEC 135The Shanghai Cooperation Organization,SCO 136The Association of Southeast Asian Nations,ASEAN Part IIInternational Marketing Environment Chapter 2International Political and Legal Environments 21Political Environment of International Marketing 211Political Environment Factors Influencing International Marketing 212Influence of Political Environment on International Marketing 213Forecasting and Reducing Political Risks 22Legal Environment of International Marketing 221Legal Environment Factors Influencing International Marketing 222International Legal Environment 223Domestic Legal Environment 224Settlement of International Disputes Chapter 3International Economic Environment 31The Economic Environment of The World 311Global Economic Environment 312Economic Systems of the World 313Stages of Market Development 314Regional Economic Organizations 32Economic Environment of Individual Country 321Distribution and Number of Population 322Income and Purchasing Power 323Infrastructure 324Financial Factors 325Natural Environment Chapter 4International Social and Cultural Environments 41Culture Environment of International Marketing 411The Source of Culture 412The Meaning of Culture 413The Fundamental Characteristics of Culture 414The Elements of Culture 415The Change of Culture 416Commercial Customs of Different Countries 42Social Environment of International Marketing 421Social Organization 422Social Obligation and Ethic Chapter 5International Science and Technology Environment 51Technological Influences on International Marketing 511Technological Influences on Customer Needs 512Technological Influences on Transaction Modes 513Technological Influences on Competition Strategy 514Technological Influences on Marketing Decisions 52Electronic Commerce and International Marketing 521The Applications of Internet in Business 522Impact of Electronic Commerce on International Marketing 53The Trends of Science and Technology 531Information Technology Will Be The Key Determinant in The World Competition 532Advanced Materials Technology as The Breakthrough to The Development of Science and Technology 533Modern Biological Technology Will Become The Revolutionary Technology 534Advanced Manufacturing Technology Will Be Guarantee of Industrial Modernization 535Contemporary Technical Innovation Has Powerful Function Chapter 6Analysis of Chinese Market and Consumers 61The Characteristics of Chinese Market and Marketing 611The Characteristics of Chinese Market 612The Characteristics of Marketing of China 62The Marketing Environment of Chinese Market 621The Population Environment of Chinese Market 622The Political and Legal Environments of Chinese Market 623The Economic Environment of Chinese Market 624The Socialcultural Environment of Chinese Market 63The Consumer Behavior of Chinese Market 64The New Trend of Development of Chinese Market 641The Online Marketing of Chinese Market 642The Logistic Management of Chinese Market 643The High Increase of Chinese Market 644The New Marketing Trend of Chinese Market Chapter 7International Marketing Research 71The Basic Concepts and Contents of International Marketing Research 711The Concepts of International Marketing Research 712The Types of International Marketing Research 713The Contents of International Marketing Research 72The Procedure and Methods of International Marketing Research 721The Procedure of International Marketing Research 722The Methods of International Marketing Research 73International Marketing Information System 731The Main Factors of International Marketing Information 732The Steps and Principles of Setting The International Marketing Information System 74International Marketing Research Challenges 741Cultural Challenges 742Sampling Challenges 743Measurement Challenges 744Infrastructure Challenges 745Data Collection Challenges 746Legal Challenges Part IIIInternational Marketing Strategies Chapter 8Strategies for Entering International Markets 81Assessing Alternative Foreign Markets 811Market Potential 812Levels of Competition 813Political and Legal Environment 814Sociocultural Influences 815Costs,Benefits and Risks 816Choosing a Mode of Entry 82Exporting to Foreign Markets 821Forms of Exporting 822Export Intermediaries 83The Contractual Entry Modes 831International Licensing 832International Franchising 833Other Contractual Entry Modes 84Foreign Direct Investment,FDI 841The Greenfield Strategy 842The Acquisition Strategy 85International Strategic Alliances 851Joint Venture 852Benefits of Strategic Alliances 853Problems in Strategic Alliances 854Rules for Completing Successful Alliances Chapter 9Strategies for International Marketing Segmentation 91International Market Segmentation 911Definition and Significance of International Market Segmentation 912International Market Segmentation Macroscopically 913International Market Segmentation Microscopically 914Steps of International Market Segmentation 92Strategy of International Target Market 921Standard for International Target Market Appraisal 922Factors Influencing International Target Market Choices 923Strategy of Choosing International Target Market 93International Market Positioning 931Implication of International Target Market 932Analysis of International Market Positioning 933Process of International Market Positioning 934Strategy of International Market Positioning Part IVInternational Marketing Mix Chapter 10International Product Strategy 101Product and Related Concepts 1011Product 1012Product Components 1013International Product Life Cycle 102International Product Decisions 1021International Product Mix Decisions 1022Individual Product Decisions 1023International New Product Strategy 103International Branding Strategy 1031Concepts of Brand 1032Brand Decisions 104International Packing Strategy Chapter 11International Pricing Strategy 111The Composition of International Price 112The Elements Influencing International Pricing 113The Approaches to International Pricing 1131CostOriented Pricing 1132MarketOriented Pricing 1133CompetitionOriented Pricing 114International Pricing Strategy 1141Extension Pricing Strategy,Adaptation Pricing Strategy and Invention Pricing Strategy 1142Skimming Pricing Strategy and Penetration Pricing Strategy 1143The Pricing War in International Marketing 115Some Problems Related to International Pricing Strategy 1151Dumping and AntiDumping 1152International Transfer Pricing Strategy 1153Parallel Imports Chapter 12International Place Strategy 121International Distribution Channels 1211The Patterns of International Distribution Channels 1212The Members of International Distribution Channels 122Factors Influencing Channels Choices 123International Distribution Channels Decisions 1231Standard Distribution Channel and Adapted Distribution Channel 1232Establishing Channels or Working with Channels Intermediaries 1233The Length of Distribution Channel 1234The Width of Distribution Channel 124Electronic Commerce 125International Logistics Chapter 13International Promotion Strategy 131International Promotion and IMC 132International Public Relations 1321The Concept of Public Relations 1322Strategies in International Public Relations 133International Advertising 1331International Advertising Strategy 1332International Advertising Design 1333Media Alternatives 1334Factors Influencing International Advertising 134Other Promotion Activities 1341Personal Selling 1342Direct Marketing 1343Sales Promotion

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