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Tasks Of The International Marketer essay

时间:2015-06-07 08:54来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
国际营销人员的任务
 
介绍
 
在我们逐步发展的全球社会,一些企业公司不能总是幻想着自己国内的市场总是能够顽强的生存下去。因此,企业也要选择海外市场。这就使得国际营销人员的任务更加的复杂和困难了,他必须要把握两级控制的不确定性而不仅只是单一的方面。除了国内环境的不可控因素外,他也得处理每个外来国家独特的不可控因素,尽管研究的过程和方法基本上是相同的,无论是应用在约翰内斯堡,莫桑比克或南非特兰斯凯。国际市场营销的研究主要涉及两个额外的并发症:
1,信息交流需要跨越文化障碍。
2.研究工具所应用的环境通常与国外市场不同。
 
我们可以将我们的研究要求划分为三个不同的领域:
大致上是对于国家,领域,市场
对于未来的预测,预期通过经济,消费者的信息,在特定的市场/国家行业的发展趋势。
准确的市场信息,产品开发,推广,分销和定价决策。
 
Tasks Of The International Marketer
 
Introduction 
 
In our increasingly global society, many companies cannot afford to live with the illusion that their domestic markets will always be strong. Therefore, companies choose to market overseas as well. This then makes the international marketer’s task more complicated as he now has to deal with two levels of uncontrollable uncertainty instead of one. Besides the uncontrollable elements of the domestic environment, he has to deal with each foreign country’s unique uncontrollable factors as well. 
 
Although the research process and methods are basically the same whether applied in Johannesburg, Mozambique or Transkei, International marketing research involves two additional complications: 
1. Information will need to be communicated across cultural boundaries. 
2. The environments within which the research tools are applied are often different in foreign markets. 
 
We can divide our research required, into 3 areas: 
• General – regarding the country, area, market 
• Information regarding future forecasts anticipated through economic, consumer, 
industry trends within particular markets/countries. 
• Precise market information, to develop the product, promotion, distribution or pricing decisions. 
An extensive scope is needed for foreign research, due to higher levels of uncertainty associated with it. A country’s political stability, cultural attributes, and geographical characteristics, are not ordinary types of information gathered for the domestic market, but are essential for a sound assessment of foreign markets. (责任编辑:BUG)


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