第2章 Chapter 2 International Marketing.pptVIP

Chen Jianhui Chapter 2 International Marketing Chapter 2 International Marketing Section A Introduction The terms market and marketing can have several meanings depending upon how they are used. The term stock market refers to the buying and selling of shares in corporations as well as other activities related to stock trading and pricing. The important world stock markets are in London, Geneva, New York, Tokyo, and Singapore. Another type of market is a grocery market, which is a place where people purchase food. When economists use the word market they mean a set of forces or conditions that determine the price of a product, such as the supply available for sale and the demand for it by consumers. The term marketing in business includes all of these meanings, and more. 市场与营销这两个术语根据不同的上下文可能有多种含义。股票市场指的是公司股票的买卖以及其他一些与股票交易和定价相关联的活动。主要的世界股票市场分布于伦敦、日内瓦、纽约、东京以及新加坡。市场的另一种类型指的是人们购买食物的杂货市场。当经济学家用到“市场”一词时，他们指的是决定产品价格的一组力量和条件，例如可供销售的货物供给和消费者对它的需求。在商务中，营销一词不仅包括了所有这些意思，而且还有其他的含义。 NOTES 1. sales promotion 促销，推销 2. raw materials 原材料 3. finished products 制成品 4. bulk freight 散装运输 5. careful handling 小心轻放 6. merchandise freight 商品运输 7. manufactured goods 制成品 8. distribution channel 分销渠道 9. personal selling 人员销售 10. convenience goods 便利品 11. general consumption 一般消费 12. information promotion 信息性促销 13. stimulation promotion 鼓励性促销 14. market research 市场调查  Section B The Product Life Cycle  Products, like individuals, pass through a series of stages. Whereas humans progress from infancy to childhood to adulthood to retirement to death, successful products progress through four basic stages: introduction, growth, maturity, and decline. NOTES 1. product life cycle 产品生命周期 2. introductory stage 介绍期 3. growth stage 成长期 4. maturity stage 成熟期 5. decline stage 衰退期 Section C The Pricing Process  Of course, many organizations may not follow a thoughtful, analytical approach to setting prices. They may price pro