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国际市场营销环境的复杂性使国际市场营销在产品、价格、渠道和促销的组合侧重点上经常处于变化之中。由于各国的产品质量,品种变化,价格高低,服务水平,包装新颖,使用好坏,接受订货能力,交货及时,支付条件以及推销活动和创新的积极性等因素在国际市场上很难预料,因而我们在国际市场营销活动中切不可不顾条件地照搬国内的做法,必须本着灵活、准确、及时的原则合理运用各种营销策略。在诸多营销策略中,各国的出口公司和企业都把产品策略,放到了首要位置,因为产品不仅是满足消费者需要的唯一对象和进行交易的唯一依托,而且是市场运动的流质,是市场营销组合策略的唯一落脚点,消费者对产品的评价,决定着企业的生存和发展。
The complexity of the international marketing environment has made international marketing constantly changing in the focus of product, price, channel and promotion combinations. Due to the fact that the quality of products, varieties, prices, service levels, novel packaging, good or bad use, ability to accept orders, prompt delivery, payment conditions, incentives for sales promotion, and innovation are all very difficult to predict in international markets. We must not ignore the conditions in the international marketing campaign to copy the domestic practices, and we must use various marketing strategies in a flexible, accurate, and timely manner. In many marketing strategies, export companies and companies in various countries have put their product strategies to the forefront, because products are not only the only object to satisfy consumer needs, but also the only support for trading, but also the liquidity of market movement and marketing. The only end result of a combination strategy, consumer evaluation of the product, determines the survival and development of the company.