内容简介

什么是市场营销的9Ps? ? 为什么市场营销如此重要?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

目录

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 Internationalization 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 publicity 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 7 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 8 Planning and control Foreign markets can be planned and controlled Information inputs required Assessing and evaluating foreign market information A longer-term horizon for investment Checklist: be aware References and further reading 9 Precedents Political Legal Social Commercial Checklist: be aware References and further reading Bibliography Index