《 國際市場行銷學（第四版）》是清華大學出版社出版的一本圖書，作者：閆國慶 孫琪 黃錦明 鄭蕾娜 閆晗。
基本介紹
- 中文名：國際市場行銷學（第四版）
- 作者：閆國慶 孫琪 黃錦明 鄭蕾娜 閆晗
- 出版社：清華大學出版社
- 出版時間：2021年3月1日
- 定價：69 元
- ISBN：9787302571032
- 印次：4-1
內容簡介,目錄,
內容簡介
本書全面系統地介紹了國際市場行銷學。全書包括六篇內容。第一篇為導論，包括第一和第二章，介紹國際市場行銷學主要概念、主要理論等內容；第二篇為國際行銷環境分析，包括第三至第六章，介紹國際行銷經濟環境、國際社會文化環境等內容；第三篇為國際行銷戰略，包括第七至第九章，介紹國際行銷戰略規劃、國際凶習射嚷行銷的市場區隔等內容；第四篇為國際行銷組合策略，包括第十至第十三章，介紹國際市場產品策略、國際市場價格策略等內容；第五篇為國際行銷的組織和控制，包括第十四和第十五章，介紹國際白漿員行銷的組織及國際行銷的控制；第六篇為國際行銷的未來，包括第十六和第十七章，介紹國際行銷的數字經濟時代和國際行銷展望。本書的突出特點是全面地、創新性地引入了新形態教材的理念與方法，使紙質、網路多種媒介有機結合在一起。學生可以從文字、PPT等獲取教學相關知識與內容，為學習帶來極大便利，提高了教與學的效率。本書每章都有全球視角引出每章內容，章後附有本章小結、課後習題、本章討論案例以及自我評價。同雅鴉贈時，通過掃描書上各章節中的二維碼，可查看PPT、補充說明資料以及教學大綱、模擬試卷和答案等。
目錄
第一篇 導論
第1章 認識市場行銷 ··························2
全球視角 泰國東方飯店的故事··················2
1.1 行銷的定義···············3
1.2 市場行銷學的核心概念·························5
1.3 行銷觀念·················12
本章小結··············17
關鍵術語··············17
課後習題··············18
本章討論案例 耐克和New Balance行銷
戰略比較分析····················18
討論題··················19
第2章 國際行銷學主要概念及其基本
理論 ······································20
全球視角 行銷理論中的西方戰略迷局····20
2.1 國際行銷學的主要概念及其形成·······21
2.2 國際行銷學的基本理論·······················24
本章小結··············39
關鍵術燥店語··············39
課後習題··············39
本章討論案例 寶潔公司在中國本土的
行銷戰略····························40
討論題··················42
第二篇 國際行銷環境分析
第3章 國際行銷經濟環境 ··················44
全設匙寒球視角 當今世界經濟囑拜姜狼格局發生
深刻變化····································44
3.1 世界經濟環境分析·······························46
3.2 區域市場環境·······································56
本章小結··············65
關鍵術語··············65
課後習題··············66
本章討論案例 海爾進腿籃臭入印度尼西亞市場 ···66
討論題··················68
第4章 國際社會文化環境 ··················69
全球視角 肯德基公司“家鄉雞”
香港市場沉浮····························69
4.1 文化的概念及其文化環境的重要性 ····71
4.2 文化的基本要素···································73
4.3 社會文化環境的綜合評價···················78
4.4 社會文化環境對國際行銷產品的
影響·············84
本章小結··············86
關鍵術語··············86
VIII
課後習題··············87
本章討論案例 芭比娃娃的失敗行銷········87
討論題··················89
第5章 國際政治法律環境 ··················90
全球視角 全球治理困境凸顯····················90
5.1 國際政治環境·······································91
5.2 國際法律環境·······································95
本章小結············100
關鍵術語············101
課後習題············101
本章討論案例 新冠疫情蔓延全球，
國際油價“三國殺”
陷負和博弈？··················101
討論題················104
第6章 國際行銷信息系統和行銷
調查 ····································105
全球視角 麥當勞這么懂客戶 全因
大數據······································105
6.1 國際行銷信息系統·····························107
6.2 國際行銷調查·····································110
本章小結············118
關鍵術語············118
課後習題············118
本章討論案例 可口可樂的新口味產品的
試驗··································119
討論題················119
第三篇 國際行銷戰略
第7章 國際行銷戰略規劃及其競爭
策略 ····································122
全球視角 沃爾瑪的零售冠軍之道··········122
7.1 行業分析及競爭對手分析·················124
7.2 公司層次的戰略·································127
7.3 國際行銷戰略規划過程·····················136
7.4 競爭戰略設計及策略設計·················140
本章小結············145
關鍵術語············145
課後習題············146
本章討論案例 福特潛伏戰······················146
討論題················148
第8章 國際行銷的市場區隔與
目標市場選擇 ·······················149
全球視角 宜家的選擇······························149
8.1 國際市場的細分·································150
8.2 國際目標市場評估和選擇·················155
8.3 進入國際市場方式·····························158
本章小結············164
關鍵術語············164
課後習題············164
本章討論案例 Brandless的行銷
新思維······························165
討論題················167
第9章 國際行銷的產品差別化和
定位 ····································168
全球視角 Costco電商大潮中
逆勢而起··································168
9.1 國際行銷的差別化·····························169
9.2 國際行銷的產品定位·························176
本章小結············180
關鍵術語············181
課後習題············181
本章討論案例 太古集團的產品與服務
差別化······························182
討論題················184
IX
第四篇 國際行銷組合策略
第10章 國際市場產品策略 ··············186
全球視角 蘋果公司傲人銷售業績背後的
產品行銷策略··························186
10.1 國際產品整體概念···························187
10.2 國際產品的調整與適應策略···········189
10.3 國際市場產品生命周期···················198
10.4 國際新產品開發策略·······················203
10.5 國際品牌策略···································210
本章小結············218
關鍵術語············219
課後習題············219
本章討論案例 時裝殺手ZARA，
席捲全球··························220
討論題················221
第11章 國際市場價格策略 ··············222
全球視角 宜家的價格策略······················222
11.1 國際定價的影響因素 ·······················223
11.2 國際定價方法及程式 ·······················227
11.3 國際定價策略 ···································231
11.4 國際市場的價格管理與控制 ···········239
11.5 跨國公司定價策略 ···························244
本章小結············250
關鍵術語············250
課後習題············251
本章討論案例 鐵礦石定價的尷尬··········251
討論題················252
第12章 國際市場分銷渠道策略 ·······253
全球視角 華為公司的分銷模式··············253
12.1 國際分銷渠道結構···························254
12.2 國際分銷渠道成員類型···················258
12.3 國際分銷渠道決策···························265
12.4 國際分銷渠道管理···························271
本章小結············276
關鍵術語············276
課後習題············277
本章討論案例 從一塊肥皂誕生而來的
日化巨頭··························277
討論題················279
第13章 國際市場促銷策略 ··············280
13.1 國際廣告策略···································281
13.2 國際市場人員推銷策略···················288
13.3 國際市場營業推廣策略···················294
13.4 國際行銷公共關係策略···················303
本章小結············309
關鍵術語············309
課後習題············310
本章討論案例 悅詩風吟的組合行銷······310
討論題················311
第五篇 國際行銷的組織與控制
第14章 國際行銷的組織 ·················314
14.1 國際行銷組織的演進及其結構
類型·····················315
14.2 影響國際行銷組織結構的因素·······322
14.3 企業在選擇國際行銷組織形式時
要考慮的主要因素···························323
本章小結············325
關鍵術語············325
課後習題············326
本章討論案例 ABB公司的組織結構 ····326
討論題················327
第15章 國際行銷的控制 ·················328
15.1 國際行銷控制的影響因素···············328
15.2 國際行銷控制模式···························330
15.3 國際行銷控制的程式·······················332
15.4 國際行銷控制的類型·······················333
本章小結············343
關鍵術語············343
課後習題············344
本章討論案例 麥當勞的行銷控制··········345
討論題················346
第六篇 國際行銷的未來
第16章 國際行銷的數字經濟時代：網路、
移動和社交媒體行銷············348
全球視角 漢堡王：“為了皇堡
繞路”······································348
16.1 國際市場網路、移動和社交媒體行銷
的產生與發展···································349
16.2 網路、移動和社交媒體行銷的內涵、
特點及功能·······································351
16.3 國際市場網路、移動和社交媒體行銷
的影響·················358
16.4 國際市場網路、移動和社交媒體行銷
的策略與方法···································363
本章小結············369
關鍵術語············369
課後習題············369
本章案例討論 漫威影業的微博行銷······370
討論題················371
第17章 國際行銷展望 ·····················372
17.1 國際行銷環境更迭化·······················372
17.2 國際行銷觀念豐富化·······················377
17.3 國際行銷戰略層次化·······················385
17.4 國際行銷組合策略多元化···············386
17.5 國際行銷模式個性化·······················391
17.6 國際行銷手段虛擬化·······················394
17.7 國際行銷業態數位化·······················395
本章小結············396
關鍵術語············397
課後習題············397
本章討論案例 騰訊行銷··························398
討論題················399
主要參考文獻 ····································400
主要參考網站 ····································404
本章討論案例 寶潔公司在中國本土的
行銷戰略····························40
討論題··················42
第二篇 國際行銷環境分析
第3章 國際行銷經濟環境 ··················44
全球視角 當今世界經濟格局發生
深刻變化····································44
3.1 世界經濟環境分析·······························46
3.2 區域市場環境·······································56
本章小結··············65
關鍵術語··············65
課後習題··············66
本章討論案例 海爾進入印度尼西亞市場 ···66
討論題··················68
第4章 國際社會文化環境 ··················69
全球視角 肯德基公司“家鄉雞”
香港市場沉浮····························69
4.1 文化的概念及其文化環境的重要性 ····71
4.2 文化的基本要素···································73
4.3 社會文化環境的綜合評價···················78
4.4 社會文化環境對國際行銷產品的
影響·············84
本章小結··············86
關鍵術語··············86
VIII
課後習題··············87
本章討論案例 芭比娃娃的失敗行銷········87
討論題··················89
第5章 國際政治法律環境 ··················90
全球視角 全球治理困境凸顯····················90
5.1 國際政治環境·······································91
5.2 國際法律環境·······································95
本章小結············100
關鍵術語············101
課後習題············101
本章討論案例 新冠疫情蔓延全球，
國際油價“三國殺”
陷負和博弈？··················101
討論題················104
第6章 國際行銷信息系統和行銷
調查 ····································105
全球視角 麥當勞這么懂客戶 全因
大數據······································105
6.1 國際行銷信息系統·····························107
6.2 國際行銷調查·····································110
本章小結············118
關鍵術語············118
課後習題············118
本章討論案例 可口可樂的新口味產品的
試驗··································119
討論題················119
第三篇 國際行銷戰略
第7章 國際行銷戰略規劃及其競爭
策略 ····································122
全球視角 沃爾瑪的零售冠軍之道··········122
7.1 行業分析及競爭對手分析·················124
7.2 公司層次的戰略·································127
7.3 國際行銷戰略規划過程·····················136
7.4 競爭戰略設計及策略設計·················140
本章小結············145
關鍵術語············145
課後習題············146
本章討論案例 福特潛伏戰······················146
討論題················148
第8章 國際行銷的市場區隔與
目標市場選擇 ·······················149
全球視角 宜家的選擇······························149
8.1 國際市場的細分·································150
8.2 國際目標市場評估和選擇·················155
8.3 進入國際市場方式·····························158
本章小結············164
關鍵術語············164
課後習題············164
本章討論案例 Brandless的行銷
新思維······························165
討論題················167
第9章 國際行銷的產品差別化和
定位 ····································168
全球視角 Costco電商大潮中
逆勢而起··································168
9.1 國際行銷的差別化·····························169
9.2 國際行銷的產品定位·························176
本章小結············180
關鍵術語············181
課後習題············181
本章討論案例 太古集團的產品與服務
差別化······························182
討論題················184
IX
第四篇 國際行銷組合策略
第10章 國際市場產品策略 ··············186
全球視角 蘋果公司傲人銷售業績背後的
產品行銷策略··························186
10.1 國際產品整體概念···························187
10.2 國際產品的調整與適應策略···········189
10.3 國際市場產品生命周期···················198
10.4 國際新產品開發策略·······················203
10.5 國際品牌策略···································210
本章小結············218
關鍵術語············219
課後習題············219
本章討論案例 時裝殺手ZARA，
席捲全球··························220
討論題················221
第11章 國際市場價格策略 ··············222
全球視角 宜家的價格策略······················222
11.1 國際定價的影響因素 ·······················223
11.2 國際定價方法及程式 ·······················227
11.3 國際定價策略 ···································231
11.4 國際市場的價格管理與控制 ···········239
11.5 跨國公司定價策略 ···························244
本章小結············250
關鍵術語············250
課後習題············251
本章討論案例 鐵礦石定價的尷尬··········251
討論題················252
第12章 國際市場分銷渠道策略 ·······253
全球視角 華為公司的分銷模式··············253
12.1 國際分銷渠道結構···························254
12.2 國際分銷渠道成員類型···················258
12.3 國際分銷渠道決策···························265
12.4 國際分銷渠道管理···························271
本章小結············276
關鍵術語············276
課後習題············277
本章討論案例 從一塊肥皂誕生而來的
日化巨頭··························277
討論題················279
第13章 國際市場促銷策略 ··············280
13.1 國際廣告策略···································281
13.2 國際市場人員推銷策略···················288
13.3 國際市場營業推廣策略···················294
13.4 國際行銷公共關係策略···················303
本章小結············309
關鍵術語············309
課後習題············310
本章討論案例 悅詩風吟的組合行銷······310
討論題················311
第五篇 國際行銷的組織與控制
第14章 國際行銷的組織 ·················314
14.1 國際行銷組織的演進及其結構
類型·····················315
14.2 影響國際行銷組織結構的因素·······322
14.3 企業在選擇國際行銷組織形式時
要考慮的主要因素···························323
本章小結············325
關鍵術語············325
課後習題············326
本章討論案例 ABB公司的組織結構 ····326
討論題················327
第15章 國際行銷的控制 ·················328
15.1 國際行銷控制的影響因素···············328
15.2 國際行銷控制模式···························330
15.3 國際行銷控制的程式·······················332
15.4 國際行銷控制的類型·······················333
本章小結············343
關鍵術語············343
課後習題············344
本章討論案例 麥當勞的行銷控制··········345
討論題················346
第六篇 國際行銷的未來
第16章 國際行銷的數字經濟時代：網路、
移動和社交媒體行銷············348
全球視角 漢堡王：“為了皇堡
繞路”······································348
16.1 國際市場網路、移動和社交媒體行銷
的產生與發展···································349
16.2 網路、移動和社交媒體行銷的內涵、
特點及功能·······································351
16.3 國際市場網路、移動和社交媒體行銷
的影響·················358
16.4 國際市場網路、移動和社交媒體行銷
的策略與方法···································363
本章小結············369
關鍵術語············369
課後習題············369
本章案例討論 漫威影業的微博行銷······370
討論題················371
第17章 國際行銷展望 ·····················372
17.1 國際行銷環境更迭化·······················372
17.2 國際行銷觀念豐富化·······················377
17.3 國際行銷戰略層次化·······················385
17.4 國際行銷組合策略多元化···············386
17.5 國際行銷模式個性化·······················391
17.6 國際行銷手段虛擬化·······················394
17.7 國際行銷業態數位化·······················395
本章小結············396
關鍵術語············397
課後習題············397
本章討論案例 騰訊行銷··························398
討論題················399
主要參考文獻 ····································400
主要參考網站 ····································404
