国际营销——市场进入策略.ppt

The Internet * Alternative Market-Entry Strategies Alternative Market-Entry strategies ——Core Words Distribution channel 销售渠道 Middlemen 中间商 Dealership 代理商 Rate of return 收益率 Distributor 经销商 Retailer 零售商 Wholesale 批发 Catalog n. 目录；登记 Expatriate vt. 使移居国外 Vertical a.垂直的，竖的 Alternative Market-Entry strategies ——Core Words Integration n.结合，整合 Blending n.混合，混合物 Centralization n.集中 Decentralization n.分散 Operational a.操作的，经营的 Profound a.深远的 Setback n.挫折，阻碍 Register vt.登记，注册 Spur vt.激励 Entrepreneur n.企业家 Chapter Learning Objective The important factors each alternative market-entry strategy. When a company makes the commitment to go international , it must choose an entry strategy. (当一个公司决定走向国际市场，它必须选择一个入市策略。） In fact, a company in several country markets may employ a variety of entry modes because each country market poses a different set of conditions. (事实上，一个公司在不同的国内市场会采用不同的进入模式，因为每个国内市场都有不同的条件。) A company has four different modes of foreign market entry from which to select: exporting, contractual agreements, strategic alliances, and direct foreign investment. Exporting Which approaches exporting can be? What are they? Do you know something about early motives for exporting? Exporting Exporting can be either direct or