國際營銷失誤案例解讀

內(nèi)容概要

上海外語教育出版社經(jīng)過精心策劃，適時推出了商務英語知識群的教材——“簡明商務英語系列教程”。這套原版商務英語專業(yè)知識閱讀教材從美國世界貿(mào)易圖書出版社最新引進，共12本，涉及商科知識的各個領(lǐng)域，包括國際經(jīng)濟學、國際貿(mào)易、管理學、營銷學、國際商法、商務談判、商業(yè)倫理、商業(yè)文化、商業(yè)合同、商業(yè)支付等。本系列教材的特點是：知識體系完整，內(nèi)容簡明扼要，語言文字流暢，理論聯(lián)系實際。為了幫助讀者更好地理解商務英語學習所必備的商務專業(yè)知識，本套教材組織了陣容強大的專家委員會，還特邀對外經(jīng)濟貿(mào)易大學商務英語的專家教授為本系列教材撰寫導讀，相信一定會對學習者大有裨益?！　”鞠盗薪滩目梢宰鳛榇髮Ｔ盒Ｉ虅沼⒄Z、國際貿(mào)易、工商管理等專業(yè)學生的相關(guān)課程的教材，同時也可作為企業(yè)各類管理人員的培訓教材或輔導資料，以及廣大商務英語學習者的自學教程或閱讀叢書?！　∨c那些研究成功案例的書籍不同，本書為讀者提供了一個國際化的視角，使他們有機會從其他公司的失敗案例中獲取經(jīng)驗和教訓，其內(nèi)容適合所有商界人士的普遍需求。

作者簡介

麥克爾·懷特，是南加利福尼亞對外貿(mào)易協(xié)會的執(zhí)行董事，擁有東京國際學院的文憑和加利福尼亞州立大學新聞學學位。在23年的新聞記者工作生涯中，他擔任過《世界貿(mào)易雜志》的總主編、《國際商務雜志》和《太平洋航運商》以及國際湯姆森運輸出版社的編輯，主要針對國際貿(mào)易相關(guān)問題進行報道與評論。

書籍目錄

Chapter 1: THE WHY OF INTERNATIONAL MARKETING BLUNDERSChapter 2: LANGUAGE AND TRANSLATION BLUNDERSChapter 3: PRODUCT AND SERVICE BLUNDERSChapter 4: DISTRIBUTION BLUNDERSChapter 5: ADVERTISING BLUNDERSChapter 6: JAPAN: A WORLD UNTO ITSELFChapter 7: INTERNAL“INTERNATIONAL” BLUNDERSChapter 8: APPLYING THE LESSONS LEARNEDChapter 9: THE (ALMOST) BLUNDER-PROOF INTERNATIONAL MARKETING PLANChapter 10: GLOSSARYChapter 11: RESOURCES

章節(jié)摘錄

　　NOTHING TO JOKE ABOUT　　Source Perriers global withdrawal of its product was the first of its kind that didnt involve the malicious tampering of a product. Only a few years earlier， Johnson & Johnson bad been forced twice to order a worldwide recall of its Tylenol pain reliever medication after some capsules had been deliberately laced with cyanide. But the contrasts between the two incidents "made all the difference，" said Stephen Greyser， a professor at Harvard Business School in Cambridge， Massachusetts. The key issue was that Source Perriers problem "was of its own making. In that sort of situation， consumers are a lot less forgiving， and second， the Tylenol incidents resulted in eight deaths， while Perriers posed no real health threat."　　Greyser said that， to a drinker of Pettier water who didnt read the newspapers， watch television， or listen to the radio， "Perriers response to the crisis would have seemed perfect. It withdrew the product swiftly， cleared up the problem， and reintroduced the product within weeks. But because Source Perrier fumbled its initial explanations so badly， the company got rotten press worldwide." Like the benzene residue that caused the problem in the first place， the fallout from the contamination incident and the companys mishandling of the entire situation lingered on and on.　　In Britain; the companys subsidiary， Perrier UK， was left on its own to allay consumer fears about product quality. The subsidiary received no direction or coordination from parent Source Perrier， SA， for any concerted attempt to either explain the situation honestly， or more important， apologize to its customers. Perrier UK launched its own campaign with advertisements in newspapers across the country stating there "was no hazard to the publics health."　　To add to matters， the British subsidiary found itself with 40 million unwanted bottles of Perrier water for disposal. The company decided to dump the water-after giving assurances to government officials concerned about the possibility of ground water contamination-and recycle the distinctive pearshaped， green bottles. This proved to be a tall order because the UK had virtually no market at the time for recycled green glass. When the company announced that half of the bottles would be recycled， it drew loud criticism from several environmentalists who chastised Perrier UK for not recycling the entire lot， and all expectations of a positive public response were dashed.

編輯推薦

　　外教社“簡明商務英語系列教程”可作為大專院校商務英語、國際貿(mào)易、工商管理等專業(yè)學生的相關(guān)課程的教材，也可作為企業(yè)各類管理人員的培訓教材或輔導資料，以及廣大商務英語學習者的自學教程或閱讀叢書。

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