國(guó)際營(yíng)銷(xiāo)

內(nèi)容概要

上海外語(yǔ)教育出版社經(jīng)過(guò)精心策劃，適時(shí)推出了商務(wù)英語(yǔ)知識(shí)群的教材——“簡(jiǎn)明商務(wù)英語(yǔ)系列教程”。這套原版商務(wù)英語(yǔ)專(zhuān)業(yè)知識(shí)閱讀教材從美國(guó)世界貿(mào)易圖書(shū)出版社最新引進(jìn)，共12本，涉及商科知識(shí)的各個(gè)領(lǐng)域，包括國(guó)際經(jīng)濟(jì)學(xué)、國(guó)際貿(mào)易、管理學(xué)、營(yíng)銷(xiāo)學(xué)、國(guó)際商法、商務(wù)談判、商業(yè)倫理、商業(yè)文化、商業(yè)合同、商業(yè)支付等。本系列教材的特點(diǎn)是：知識(shí)體系完整，內(nèi)容簡(jiǎn)明扼要，語(yǔ)言文字流暢，理論聯(lián)系實(shí)際。為了幫助讀者更好地理解商務(wù)英語(yǔ)學(xué)習(xí)所必備的商務(wù)專(zhuān)業(yè)知識(shí)，本套教材組織了陣容強(qiáng)大的專(zhuān)家委員會(huì)，還特邀對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)商務(wù)英語(yǔ)的專(zhuān)家教授為本系列教材撰寫(xiě)導(dǎo)讀，相信一定會(huì)對(duì)學(xué)習(xí)者大有裨益。　　本系列教材可以作為大專(zhuān)院校商務(wù)英語(yǔ)、國(guó)際貿(mào)易、工商管理等專(zhuān)業(yè)學(xué)生的相關(guān)課程的教材，同時(shí)也可作為企業(yè)各類(lèi)管理人員的培訓(xùn)教材或輔導(dǎo)資料，以及廣大商務(wù)英語(yǔ)學(xué)習(xí)者的自學(xué)教程或閱讀叢書(shū)。

作者簡(jiǎn)介

卡瑞(Jeffrey Curry)，曾獲得工商管理碩士和博士學(xué)位，是一名知名的國(guó)際貿(mào)易專(zhuān)家，多年來(lái)在亞洲、北美和歐洲從事大型的國(guó)際貿(mào)易業(yè)務(wù)和合資企業(yè)的談判活動(dòng)。他在亞洲和北美教授過(guò)管理學(xué)、經(jīng)濟(jì)學(xué)和國(guó)際金融等課程。他是《越南通行證》(Passport Vietnam)等書(shū)的作者，也是《觀

書(shū)籍目錄

Chapter 1: MARKETING BASICSChapter 2: ELEMENTS OF THE MARKETPLACEChapter 3: THE DIMENSIONS OF INTERNATIONAL MARKETINGChapter 4: INTERNATIONAL TRADEChapter 5: THE ROLE OF GOVERNMENTSChapter 6: THE ROLE OF CULTURAL FORCESChapter 7: DEVELOPING PRODUCTS FOR THE FOREIGN MARKETChapter 8: MARKET RESEARCHChapter 9: PREPARING FOR MARKET ENTRYChapter 10: DEVELOPING DISTRIBUTIONChapter 11: ADVERTISING AND PROMOTIONSChapter 12: MAKING CONTACT: DIFFERENT PRODUCTS AND PROMOTIONSChapter 13: STAFFING THE NEW MARKETChapter 14: EVALUATING PERFORMANCEChapter 15: THE MARKETING PLANChapter 16: THE MARKETING AUDITChapter 17: GLOSSARYChapter 18: RESOURCES

章節(jié)摘錄

　　THE LANGUAGE CHALLENGE　　Language is the primary way in which producers and distributors communicate with consumers. Those involved with personal selling will find that speaking the local language isnt optional but a requirement for success. Besides just being able to get the basic information across to the customer, a salesperson also communicates the companys dedication to the marketplace. All salespeople face an uphill battle when trying to promote a product, but those without the requisite language skills may find that the hill is almost vertical.　　Language skills will also come into play when advertising and promotional collateral （brochures, manuals, business cards） are translated. A poorly worded document or mistranslated slogan can sink a sales effort before it even starts. （Wanting to assure their Belgian target audience of the sturdiness of their vehicles, General Motors marketeers once translated their slogan of "Body by Fisher" into Flemish. The resulting translation read more like "Corpse by Fisher" with embarrassing results. One could question whether, even if it had been properly translated, the slogan would have had the desired effect on the Belgian consumers.） The choice of brand names （see Chapter 9） will also rely heavily on how the translation or logo design will play in the new market.　　Prior to distribution, all translated advertising and promotional materials should be reviewed numerous times by native speakers to uncover potential problems. All administrative and sales personnel who will be Working regularly in the target market must have a degree of fluency that will permit their marketing skills to be effective over the long-term.　　THE CULTURE CHALLENGE　　Understanding the target culture is a continuing difficulty, even for major global market players. Pundits may be claiming that the world is becoming more and more homogenized, but theres only scant evidence of it in marketing. Cultural challenges are perceptual, and perception changes regularly. Having a firm understanding of what a culture was like a decade ago is of practically no use today. Cultural research must be continually updated if advertising and promotions are to work.　　Even cultures that have had a long-term relationship with each other can have difficulty communicating. For instance, though the Paris-based House of Chanel has been a name brand in the United States for many decades, they were unable to reach the American market with an ad that was hugely successful in Europe. The now-famous Egoiste fragrance ad-featuring women screaming out the brand name from the windows of a Riviera hotel-made very little sense to the U.S. consumer. The ad was just "too French" for the United States and demonstrates a lack of market research. Another Chanel advertising campaign, this one for the Coco line, featured scantily clad European pop star Vanessa Paradis swinging on a trapeze inside of a birdcage. This ad was quite successful, even though few in the U.S. market knew who Ms. Paradis was. In this case, the sexual nature of the advertisement crossed the cultural line. The same ad, however, would have been banned in much of Asia and the Middle East.

編輯推薦

　　《簡(jiǎn)明商務(wù)英語(yǔ)系列教程8：國(guó)際營(yíng)銷(xiāo)》可作為大專(zhuān)院校商務(wù)英語(yǔ)、國(guó)際貿(mào)易、工商管理等專(zhuān)業(yè)學(xué)生的相關(guān)課程的教材，也可作為企業(yè)各類(lèi)管理人員的培訓(xùn)教材或輔導(dǎo)資料，以及廣大商務(wù)英語(yǔ)學(xué)習(xí)者的自學(xué)教程或閱讀叢書(shū)。

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