Marketingmanagement

Contents

Part I : Overview of world business

1. Nature of International Marketing : Challenges and Opportunities

2. Trade Theories and Economic Development

3. Trade Distorations and Marketing Barriers

Part II : World market environment

4. Political Environment

5. Legal Environment

6. Culture

7. Consumer Behaviour in the International Context

Part III : planning for international marketing

8. Marketing Research and Information System

9. Marketing Analysis and Foreign Market Entry Strategies

Part IV : international marketing decisions

10. Product Strategies : Basic Decisions & Product Planning

11. Product Strategies : Branding and Packaging Decisions

12. Distribution Strategies : Channels of Distribution

13. Distribution Strategies : Physical Distribution & Documentation

14. Promotion Strategies : Personal Selling, Publicity & Sales Promotion

15. Promotion Strategies : Advertising

16. Pricing Strategies

Part V : Special topics : financial environment and decisions

17. Sources of Financing and International Money Markets

18. Currencies and Foreign Exchange

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PhÇn I

Tæng quan vÒ th­¬ng m¹i quèc tÕ

1. Nguån gèc cña Marketing quèc tÕ : C¬ héi vµ th¸ch thøc

Minh ho¹ vÒ Marketing : Sù ph¸t sinh viÖc ®a quèc tÞch ho¸ c¸c tËp ®oµn.

Kh¸c nhiÒu c«ng ty cña Mü, kh«ng chñ ®Ých ho¹t ®éng kinh doanh ë n­íc ngoµi, Beatrice Foods – mét c«ng ty thùc phÈm vµ s¶n phÈm tiªu dïng lín thø 2 ë Mü ®· tù nhËn m×nh lµ mét doanh nghiÖp quèc tÕ mµ trong ®ã Mü lµ mét trong c¸c thÞ tr­êng c«ng ty ®ang ho¹t ®éng. Mong muèn trë thµnh c«ng ty ®øng ®Çu thÕ giíi nh­ tËp ®oµn Nestle.A cña Thôy SÜ. C«ng ty Beatrice ®· nhËn ra ®iÒu tÊt yÕu r»ng nÕu lµ mét ph¸p nh©n Mü ho¹t ®éng theo luËt ph¸p Mü th× sÏ