国际商务重点笔记International Business Note - Chapter 2
国际商务重点笔记International Business Note - Chapter 3
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Term |
Definition |
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Global Marketing Strategies |
Marketing strategies could have much but basically
according to 5p which is product, price, place, promotion, and people. 营销策略可能有很多，但基本上根据 5p 即产品、价格、地点、促销和人员。 pricing According to the product positioning, pricing could
be high or low which category the product into luxury or commercial. 根据产品定位，定价可高可低，产品分为奢侈品或商业。 Example, Price skimming/ Market penetration
pricing/ Premium pricing/ Bundle pricing/ Value-based pricing/ Economy
pricing/ Dynamic pricing
Product Relate with the physical characteristic of the product.
The main core of the product will be the function, durability, packaging and
etc. 与产品的物理特性有关。 产品的主要核心将是功能、耐用性、包装等。 Example, Market positioning strategies, product
differentiation strategies, product quality strategies
People It refers to the company target audience, could be
categorize with ages, gender, races, religion, income level and etc. 它是指公司的目标受众，可以按年龄、性别、种族、宗教、收入水平等分类。 Example, Market segmentation strategies.
Promotion Communication between the company the consumer, it
was about how to attract the consumer and meet the consumer want and
preference. 公司与消费者之间的沟通，是关于如何吸引消费者，满足消费者的需求和喜好。 Example, Public relations, bundle sales,
advertising, personal selling, product giveaway, guerilla marketing
Places Refer to the accessibility of the product to the
consumer. It also relates with the distribution channel and decide on how
convenient that your consumer can reach your product which also mean that
business coverage area. 指产品对消费者的可及性。 它还与分销渠道有关，并决定您的消费者可以方便地到达您的产品，这也意味着业务覆盖范围。 Example, Entry strategies such as Franchising and licensing
strategies/exclusive distribution strategies, selective or intensive
distribution.
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Global integration |
Refer to the process that the same element of brand,
product, strategies able to be use common in different countries which is one
of the side effects of globalization. 指品牌、产品、策略的相同元素在不同国家可以通用的过程，这是全球化的副作用之一。 What increase global integration? Liberalization, privatization, and globalization
(LPG) (LPG) 自由化、私有化和全球化 Improvement on communication technology 通讯技术的改进 Improvement on transportation/logistic technology 运输/物流技术的改进 Rapid Growing demand for international trading 国际交易需求快速增长 Productivity enhancement technology 生产力提升技术
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Forces resulted increased global integration
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Improvement of transportation technology · Improvement of information transfer technology
(communication) ·
Product quality improve ·
Product development cost ·
Higher resources accessibility and availability ·
Bigger market scale ·
Capital liquidity increasing for international
trading.
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