国际市场营销学(第四版)

目 录 **篇 导论 第1章 认识市场营销 ··························2 全球视角 泰国东方饭店的故事··················2 1.1 营销的定义·············································3 1.2 市场营销学的核心概念·························5 1.3 营销观念···············································12 本章小结························································17 关键术语························································17 课后习题························································18 本章讨论案例 耐克和New Balance营销 战略比较分析····················18 讨论题····························································19 第2章 国际营销学主要概念及其基本 理论 ······································20 全球视角 营销理论中的西方战略迷局····20 2.1 国际营销学的主要概念及其形成·······21 2.2 国际营销学的基本理论·······················24 本章小结························································39 关键术语························································39 课后习题························································39 本章讨论案例 宝洁公司在中国本土的 营销战略····························40 讨论题····························································42 第二篇 国际营销环境分析 第3章 国际营销经济环境 ··················44 全球视角 当今世界经济格局发生 深刻变化····································44 3.1 世界经济环境分析·······························46 3.2 区域市场环境·······································56 本章小结························································65 关键术语························································65 课后习题························································66 本章讨论案例 海尔进入印度尼西亚市场 ···66 讨论题····························································68 第4章 国际社会文化环境 ··················69 全球视角 肯德基公司“家乡鸡” 香港市场沉浮····························69 4.1 文化的概念及其文化环境的重要性 ····71 4.2 文化的基本要素···································73 4.3 社会文化环境的综合评价···················78 4.4 社会文化环境对国际营销产品的 影响·······················································84 本章小结························································86 关键术语························································86 _x00C_ VIII 课后习题························································87 本章讨论案例 芭比娃娃的失败营销········87 讨论题····························································89 第5章 国际政治法律环境 ··················90 全球视角 全球治理困境凸显····················90 5.1 国际政治环境·······································91 5.2 国际法律环境·······································95 本章小结······················································100 关键术语······················································101 课后习题······················································101 本章讨论案例 新冠疫情蔓延全球， 国际油价“三国杀” 陷负和博弈？··················101 讨论题··························································104 第6章 国际营销信息系统和营销 调查 ····································105 全球视角 麦当劳这么懂客户 全因 大数据······································105 6.1 国际营销信息系统·····························107 6.2 国际营销调查·····································110 本章小结······················································118 关键术语······················································118 课后习题······················································118 本章讨论案例 可口可乐的新口味产品的 试验··································119 讨论题··························································119 第三篇 国际营销战略 第7章 国际营销战略规划及其竞争 策略 ····································122 全球视角 沃尔玛的零售冠军之道··········122 7.1 行业分析及竞争对手分析·················124 7.2 公司层次的战略·································127 7.3 国际营销战略规划过程·····················136 7.4 竞争战略设计及策略设计·················140 本章小结······················································145 关键术语······················································145 课后习题······················································146 本章讨论案例 福特潜伏战······················146 讨论题··························································148 第8章 国际营销的市场细分与 目标市场选择 ·······················149 全球视角 宜家的选择······························149 8.1 国际市场的细分·································150 8.2 国际目标市场评估和选择·················155 8.3 进入国际市场方式·····························158 本章小结······················································164 关键术语······················································164 课后习题······················································164 本章讨论案例 Brandless的营销 新思维······························165 讨论题··························································167 第9章 国际营销的产品差别化和 定位 ····································168 全球视角 Costco电商大潮中 逆势而起··································168 9.1 国际营销的差别化·····························169 9.2 国际营销的产品定位·························176 本章小结······················································180 关键术语······················································181 课后习题······················································181 本章讨论案例 太古集团的产品与服务 差别化······························182 讨论题··························································184 _x00C_ IX 第四篇 国际营销组合策略 第10章 国际市场产品策略 ··············186 全球视角 苹果公司傲人销售业绩背后的 产品营销策略··························186 10.1 国际产品整体概念···························187 10.2 国际产品的调整与适应策略···········189 10.3 国际市场产品生命周期···················198 10.4 国际新产品开发策略·······················203 10.5 国际品牌策略···································210 本章小结······················································218 关键术语······················································219 课后习题······················································219 本章讨论案例 时装杀手ZARA， 席卷全球··························220 讨论题··························································221 第11章 国际市场价格策略 ··············222 全球视角 宜家的价格策略······················222 11.1 国际定价的影响因素 ·······················223 11.2 国际定价方法及程序 ·······················227 11.3 国际定价策略 ···································231 11.4 国际市场的价格管理与控制 ···········239 11.5 跨国公司定价策略 ···························244 本章小结······················································250 关键术语······················································250 课后习题······················································251 本章讨论案例 铁矿石定价的尴尬··········251 讨论题··························································252 第12章 国际市场分销渠道策略 ·······253 全球视角 华为公司的分销模式··············253 12.1 国际分销渠道结构···························254 12.2 国际分销渠道成员类型···················258 12.3 国际分销渠道决策···························265 12.4 国际分销渠道管理···························271 本章小结······················································276 关键术语······················································276 课后习题······················································277 本章讨论案例 从一块肥皂诞生而来的 日化巨头··························277 讨论题··························································279 第13章 国际市场促销策略 ··············280 13.1 国际广告策略···································281 13.2 国际市场人员推销策略···················288 13.3 国际市场营业推广策略···················294 13.4 国际营销公共关系策略···················303 本章小结······················································309 关键术语······················································309 课后习题······················································310 本章讨论案例 悦诗风吟的组合营销······310 讨论题··························································311 第五篇 国际营销的组织与控制 第14章 国际营销的组织 ·················314 14.1 国际营销组织的演进及其结构 类型···················································315 14.2 影响国际营销组织结构的因素·······322 14.3 企业在选择国际营销组织形式时 要考虑的主要因素···························323 本章小结······················································325 关键术语······················································325 课后习题······················································326 本章讨论案例 ABB公司的组织结构 ····326 讨论题··························································327 第15章 国际营销的控制 ·················328 15.1 国际营销控制的影响因素···············328 _x00C_ 15.2 国际营销控制模式···························330 15.3 国际营销控制的程序·······················332 15.4 国际营销控制的类型·······················333 本章小结······················································343 关键术语······················································343 课后习题······················································344 本章讨论案例 麦当劳的营销控制··········345 讨论题··························································346 第六篇 国际营销的未来 第16章 国际营销的数字经济时代：网络、 移动和社交媒体营销············348 全球视角 汉堡王：“为了皇堡 绕路”······································348 16.1 国际市场网络、移动和社交媒体营销 的产生与发展···································349 16.2 网络、移动和社交媒体营销的内涵、 特点及功能·······································351 16.3 国际市场网络、移动和社交媒体营销 的影响···············································358 16.4 国际市场网络、移动和社交媒体营销 的策略与方法···································363 本章小结······················································369 关键术语······················································369 课后习题······················································369 本章案例讨论 漫威影业的微博营销······370 讨论题··························································371 第17章 国际营销展望 ·····················372 17.1 国际营销环境更迭化·······················372 17.2 国际营销观念丰富化·······················377 17.3 国际营销战略层次化·······················385 17.4 国际营销组合策略多元化···············386 17.5 国际营销模式个性化·······················391 17.6 国际营销手段虚拟化·······················394 17.7 国际营销业态数字化·······················395 本章小结······················································396 关键术语······················································397 课后习题······················································397 本章讨论案例 腾讯营销··························398 讨论题··························································399 主要参考文献 ····································400 主要参考网站 ····································404