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什么是市场营销的9Ps?为什么国际市场营销如此重要?公司应该在什么时候、在何种条件下进入国际市场?环境变化会产生什么影响，应该如何对这些变化作出反应?本书对上述问题及其他有关问题作了清楚而确切的解释。对于那些接受短期培训的管理者、MBA，以及想迅速了解这一问题核心内容的教师和学生来说，都不失为极具价值的参考书。它还可以作为管理人员的藏书，以及那些有抱负的管理人员完善自己知识和技能的参考资料。

Contents
Introduction
1 People
Segmentation
Negotiation
Sales
Checklist: be aware
References and further reading
2 Process
Levels of competitiveness
Export sales
Exporting with local technical presence
Intemationalization beyond exporting
Investment issues
Checklist: be aware
References and further reading
3 Power
Corporate power: is it transferable?
Market power: can it be measured?
Market power of trading blocs
Checklist: be aware
References and further reading
4 Product/service
Bland products for a global market?
Standardization
Adaptation
Local cultural interfaces
Checklist: be aware
References and further reading
5 Promotion and publicity
Transferability
Origination costs for foreign markets
The importance of publidty and public relations
Checklist: be aware
References and further reading
6 Pricing
Bringing the product/service to the foreign market
Additional foreign costs
Recovering funds from abroad
Positioning for competitiveness
Checklist: be aware
Appendix: INCOTERMS 1990
References and further reading
Place of sale/distribution
Moving goods from the factory to the foreign markets
Comparing channels of distribution
Producer, intermediary and customer perceptions
Trends in place of sale/distribution
Trade-offs in setting customer service levels
Checklist: be aware
References and further reading
7 Planning and control
Foreign markets can be planned and controlled
Infonnation inputs required
Assessing and evaluating foreign market information
A longer-term horizon for investment
Checklist: be aware
8 References and further reading
9 Precedents
Political
Legal
Sodal
Commercial
Checklist: be aware
References and further reading
Bibliography
Index
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