目 录
第一篇 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
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
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
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
