国际市场营销考试重点.docxVIP

国际市场营销考试重点 国际市场营销考试重点 Marketing: A social and managerial process by which individuals and Groups obtain what they need and want through creating and exchange products and value with others Market positioning Arrange for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. Formulating competitive positioning for a product and a detailed marketing mix. Product Life Cycle The course of a product’s sales and profit over its life time. It involves four stages Introduction The new product is first distributed and made available for purchase. Much money is need to attract distributors and build their inventories .Promotion spending is relatively high to inform consumers of the new product and get them to try it. Growth A product sales start climbing quickly The early adopters will continue to buy, and later buyers will start following their lead, especially if they hear favorable word of mouth.Maturity Sales grow slow or level off Modifying the market-new users and market segment Modifying the product-change product characteristic, such as quality, features or style to attract new users and to inspire more usage. Decline A stage at which a product’s sales decline. Sales decline for many reasons, including technological advance, shifts in consumer tastes, and increased competition Carrying a weak product can be very costly to a firm. SWOT Analysis logical point of view anyway when completing a SWOT analysis in most business and marketing situations, Strengths and Weaknesses are regarded distinctly as internal factors, whereas Opportunities and Threats are regarded distinctly as external factors. International of business activities designed to Plan Price Promote, and Direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit Environmental Adaptation Ability to effectively interpret the influence and impact of the culture in which you ho