wikipedia "marketing" 有非常多的连结中英文都有Marketing is an integrated communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of Marketing is defined by the American Marketing Association as the activity， set of institutions， and processes for creating， communicating， delivering， and exchanging offerings that have value for customers， clients， partners， and society at The term developed from the original meaning which referred literally to going to market， as in shopping， or going to a market to buy or sell goods or Marketing practice tends to be seen as a creative industry， which includes advertising， distribution and It is also concerned with anticipating the customers' future needs and wants， which are often discovered through market Seen from a systems point of view， sales process engineering views marketing as a set of processes that are interconnected and interdependent with other functions， whose methods can be improved using a variety of relatively new Marketing is influenced by many of the social sciences， particularly psychology， sociology， and Anthropology and neuroscience are also small but growing Market research underpins these activities through advertising， it is also related to many of the creative The marketing literature is also infamous for re-inventing itself and its vocabulary according to the times and the Four PsMain article: Marketing mixIn the early 1960s， Professor Neil Borden at Harvard Business School identified a number of company performance actions that can influence the consumer decision to purchase goods or Borden suggested that all those actions of the company represented a “Marketing Mix” Professor E Jerome McCarthy， also at the Harvard Business School in the early 1960s， suggested that the Marketing Mix contained 4 elements: product， price， place and * Product: The product aspects of marketing deal with the specifications of the actual goods or services， and how it relates to the end-user's needs and The scope of a product generally includes supporting elements such as warranties， guarantees， and * Pricing: This refers to the process of setting a price for a product， including The price need not be monetary; it can simply be what is exchanged for the product or services， time， energy， or Methods of setting prices optimally are in the domain of pricing * Placement (or distribution): refers to how the product gets to the customer; for example， point-of-sale placement or This third P has also sometimes been called Place， referring to the channel by which a product or service is sold ( online retail)， which geographic region or industry， to which segment (young adults， families， business people)， also referring to how the environment in which the product is sold in can affect * Promotion: This includes advertising， sales promotion， publicity， and personal Branding refers to the various methods of promoting the product， brand， or
目录摘要 IAbstract II1 当前国际营销的状况及成因 1 当前国际营销的状况 1 国际营销的发展 2 国际营销的特点 3 国际市场的内容 4 国际营销的环境 2 国际营销的成因 72 精成企业现状及问题分析 1 企业简介 2 现状分析 1 国际市场产品分析 2 国际进入方式分析 3 国际定价分析 4 国际市场促销分析 5 国际市场营销人才分析 3 精成企业国际营销存在的主要问题 1 对国际市场了解不够 2 缺乏国际营销人才 3 缺少国际广告 123 精成企业的国际市场策略 1 国际产品策略 1 产品组合策略 2 运用好国际产品生命周期 3 做好国际产品包装与品种工作 2 国际市场进入方式策略 1 巩固间接出口 2 积极发展直接出口 3 尝试国外生产 3 国际渠道策略 1 利用好国外中间商 2 运用好传统渠道与新兴渠道模式 3 挥发好标准化与多样化的作用 4 国际定价策略 1 认识影响国际价格的因素 2 做好国际定价管理 3 选好定价基本方法与策略 4 运用好国际企业定价策略 5 国际促销策略 1 做好国际广告 2 在国外进行人员推销 3 结合营业推广 4 搞好公共关系 224 精成企业的国际策略的实施 1 建立阿里巴巴中国供应商网 2 培养新型外贸人才 3 做好广告工作 24结论 26参考文献 27致谢 28附录一 29国际营销的发展前景 29附录二 34International Marketing Prospects For Development 34摘要加入世界贸易组织不仅给我们整个社会的经济、生活带来巨大变化，而且使国际贸易发生了巨大变革，使在贸易中占据重要地位的国际市场营销活动面临着新的选择和挑战。营销的各个方面，无论是市场调研、市场开拓、营销队伍和营销组合都显现出新经济的作用。一方面，国际市场营销的空间领域扩大了，营销的技术更先进了；而另一方面，营销的复杂性上升了，营销的难度也加大了。中国加入WTO之后，带来的是新的市场游戏规则、新的理念、知识、技术、资金、人才和全球的庞大市场。由于加入WTO后国际市场壁垒的减少，中国企业将有更多的机会在全球发达的消费市场中展示实力和发展自己的事业，实现跨国经营。本文论述了国际营销理论的国内外发展、国际营销的特点、内容和各种环境分析。还有国际营销在我国企业的运用情况，分析了中国中小型民型企业在国际营销中存在的问题，指出了入世后中国企业国际市场营销应对策略以及实施过程。【关键字】 国际营销；营销策略；产品组合AbstractAfter china entered into world trade organization， Great change has taken The each aspect of marketing，include market investigation，market explanation and marketing troops，is reflecting new economic On the other hand，the realm of the international marketing extended，the technique of the marketing is more advanced； on the other hand，the complexity of the marketing ran high，the difficulties of the marketing enlarge，This text This text discussed the international market characteristics，contents of the theories’s domestic and international development，international market with the every kind of environment It also discussed the domestic and international development of the international marketing theory，and analyzed the China inside the business enterprise of small scaled people type the problem that exsits in the international market，and point outed into the international market of Chinese business enterprise of a life time empress the market to reply the strategy and into practice the Keywords： International marketing；Marketing strategies；Product combination
