国际营销 The Mix.docx

1.ProductProduct is able to provide to the market, use and consumption by people, and to meet the needs of any particular thing, including tangible goods and intangible services, organizations, ideas, or their combination. Products can generally be divided into three levels, namely, the core product, the form of augmented products. Core product is the whole product to the purchasers direct interest and usefulness; the form of products refers to products on the market shape the material entities, including product quality, features, styling, trademarks and packaging; extension product is the overall product provide a range of additional benefits to customers, including delivery, installation, maintenance, assurance given in the consumption benefits to consumers.Control of supply of similar products abroad, mainly to introduce their products, such measures can have its own sales of protection products, for example, developed countries have attached great importance to the protection of domestic agriculture. Protections of agriculture in developed countries have a variety of reasons. They believe that the market price of agricultural production to create social value can not reflect, so the government should be given to agricultural subsidies.2. PricePricing strategy, marketing mix in a very critical component. Price is usually an important factor affecting the success of the transaction, while the marketing mix is the most difficult to determine the factors. The companys pricing objective is to promote sales, profit. This requires that enterprises should consider the cost of compensation, but also consider the price of consumer acceptance, so that pricing decisions with the characteristics of two-way buyers and sellers. In addition, the price is still the most flexible marketing mix factors; it can make a sensitive reflection of the market.The companys pricing strategy is to fully consider the impact of an enterprise in the pricing of corporate internal and external factors, based on a predetermined price in order to achieve corporate goals and strategies adopted by the price. Formulate scientific and rational pricing strategy, not only require companies to cost accounting, analysis, control and predict, and requires companies based on market structure, market supply and demand, consumer psychology, and other factors to determine the state of competition and choice, whether to choose an appropriate pricing strategy is the impact on business goals an important factor in pricing.The companys pricing strategy is to fully consider the impact of an enterprise in the pricing of corporate internal and external factors, based on a predetermined price in order to achieve corporate goals and strategies adopted by the price. Formulate scientific and rational pricing strategy, not only require companies to cost accounting, analysis, control and predict, and requires companies based on market structure, market supply and demand, consumer psychology, and other factors to determine the state of competition and choice, whether to choose an appropriate pricing strategy is the impact on business goals an important factor in pricing.For example High-tech enterprises of Chinas three names, low prices to win London Business School Professor of Management Practice Donald Sur (Donald Sull) has the author of three Chinese-made business cards - Glanz, Lenovo, Haier analyzed. Value in China is actually the king, the cost is very low, but the fast pace of innovation and marketing, U.S. and European companies in China than the cost is much higher, but the speed is much lower, what means we Glanz with China, Lenovo , Haier competition! Donald Sull for those who mistakenly believe that Made in China made in Japan far less terrible! European and American entrepreneurs, warned: Japan is a very small number of big companies by the government to enhance international competitiveness, while China has a large number of companies through their own rigorous endurance test won worldwide acclaim, therefore, China has created more frightening than in Japan! hold high the low hit card Donald Sull Chinas three major achievements that Chinas terrible is that, as Glanz, Lenovo , Haier appliances such enterprises is not limited to business, such as clothing, furniture, chemicals, petroleum, telecommunications and other industries, China also has a lot of cards business, the full flowering in China than the Japanese confined to a few industries to be more terror rule the roost! China to create the most fundamental trick is the ultra-low-cost domestic rivals will be suppressed in the low-end, the same time have high technology to foreign competitors off the end! To the three major Chinese home appliance brand, for example, Lenovo customers around the world tailor-made low-cost PCs, Dell computers than the United States and IBM PCs for more than six months ahead, so Dells low-cost direct sales in China, the basic failure; Haier refrigerator with quality than the Siemens and Electrolux much lower price, At the same time off than the price of domestic rivals with better quality, they are able to occupy 25% of Chinas refrigerator market over! Galanzs success mainly by large specialized production to reduce costs, and the most advanced Western equipment to get the Chinese to produce microwave ovens, and fundamentally changed the pattern of world production and sales of microwave ovens; Galanz microwave oven 26 million annual Taiwan, more than 90% of global brand Galanz microwave ovens are actually from the endless flow of the production line around the world.3. PropagandaPublicity is a special order service-specific issues (agenda, agenda) message expression. In the West, the original meaning of propaganda spread philosophical argument or opinion, but now most commonly on the political context (environment) to use, in particular, the Government or the political groups to support the operation. The same way for companies or products, usually is called public relations or advertising. The use of certain concepts of symbolic communication to influence peoples thinking and actions of social behavior. Publicity with motivation, inspiration, persuade, guide, and other critical functions, their basic function is to persuade. Through a variety of content and form, to clarify a point, to make people believe and follow the action. Proletarian revolutionary teachers attach great importance to publicity work, and actively participate in promotional activities, developed to enlightenment, education and organize the masses for the purpose of the strategic objectives of the proletarian revolutionary propaganda, the propaganda and organizations linked to the creation theory of the proletarian propaganda and publicity form, thus promoting the building of a proletarian party, to promote human progress and the socialist cause.4. ChannelChannel marketing link building is a very important part of the tactical channels to promote the operation of a direct relationship between the products in the smooth flow of the market or not, and whether the overall strategy to coordinate the consumer pull.For wholesale channel programDistribution channels for tactical productsFirst, immersion Distribution. This is a high-intensity distribution approach, the aim is to quickly get through distributors, wholesalers and retailers of the pathway, the product in the shortest period of time covered all aspects of the channel, so as to promote the subsequent laying basis, but also to avoid the interference of competitors, to seize the channel share. Distribution of the most suitable way of permeation channels is carried out for rebates to stimulate the interests of active channels, purchase, and with the manufacturers vigorousl