首页
登录
职称英语
[originaltext] Good morning, everyone. I’m going to give a brief summary of t
[originaltext] Good morning, everyone. I’m going to give a brief summary of t
游客
2023-12-21
38
管理
问题
Good morning, everyone. I’m going to give a brief summary of the transition from export marketing to global marketing. Basically, there are three phases in this transition. These are: export marketing, international marketing, and global marketing.
Let’s describe the first phase, which is export marketing. Export marketing has four main characteristics. First, with export marketing there is home-based production and home-based management. Secondly, there is direct selling to the export markets. Next, it’s common to use agents and distributors. Finally, it’s possible that there arc sales centers in overseas markets. Overall, the investment costs are low with export marketing because almost everything, especially production and management, is still centered on the home base.
Now let’s look at the second phase, international marketing. Here I identify three main characteristics. The first is that production has expanded to overseas markets. This is very important. Next, there is local management. This means you have local cost centers, individually responsible for making a profit. Finally, there is much more local employment of staff and management. Altogether, this means there is more investment, so investment with international marketing is high.
Now we come to the third phase, which is global marketing, with at least four main characteristics. The most important is that the brand name, or brand names, are international, like IBM or Coca-Cola. Secondly, the business is established in all major world markets. This means, and this is the third point, that the business has a global identity. Next, the business has cost centers in all major markets. The fourth and final point is that the production is often complex, with parts made and transported all over the world between various centers. An example here is a laptop, where perhaps the chips, the circuit board, the case, the screen, the packaging, the documentation, are all made in different locations around the world. Maybe Singapore, Brazil, Italy or South Africa. The result is that the global marketing phase involves very high levels of investment, higher than the other two phases.
That is a good summary of the stages between export marketing and global marketing. Does anyone have any questions or need clarification on any point?
Question No. 16 What’s the main topic of this talk?
Question No. 17 Which of the following is TRUE with the phase of export marketing?
Question No. 18 What do we know about the phase of international marketing?
Question No. 19 What is the most important characteristic of global marketing?
Question No. 20 Which of the following phases involves the highest levels of investment?
选项
A、The overall investment costs are low.
B、It is common to use agents, but not distributers.
C、All sales centers are in home markets.
D、Management is centered on the overseas base.
答案
A
解析
转载请注明原文地址:https://tihaiku.com/zcyy/3293732.html
相关试题推荐
[originaltext]下面你将听到的是一段有关中国经济社会发展的讲话。中国的改革开放已经走过了26个年头。26年来,中国发生了翻天覆地的变化。
[originaltext]下面你将听到一段介绍北京申奥功臣何振梁的讲话。7月13日晚,在莫斯科国际贸易中心,当国际奥委会主席萨马兰奇宣布北京获得2
[originaltext]下面你将听到的是一段有关经济发展的讲话。Iwouldliketocommentontherelations
[originaltext]下面你将听到的是一段有关海洋的讲话。海洋是全球生命支持系统的一个不可缺少的组成部分。海洋不仅是自然资源的宝库,同时也是我
[originaltext]下面你将听到的是一段有关矿产开发的讲话。中国经济高速发展,需要大量的矿产品及相关的能源与原材料加工制品。每年消耗的矿石量
[originaltext]下面你将听到的是一段有关企业管理的讲话。Itstandstoreasonthatforanorganiza
[originaltext]下面你将听到的是一段有关旅游的讲话。旅游是一项集观光、娱乐、健身为一体的愉快而美好的活动。旅游业随着时代进步而不断进步。
[originaltext]下面你将听到的是一段有关文化方面的讲话。Whatweneedisa"CultureofTolerance"
[originaltext]下面你将听到的是一段有关减轻债务的讲话。Iwanttodaytosetdebtreductioninth
[originaltext]下面你将听到的是一段有关金融改革的讲话。我国金融改革的不断深化将为外资银行与中资银行的合作带来新的机遇。银监会鼓励外资银
随机试题
Forcountlesstimesinhistory,peoplehaveexploredtherelationshipbetwe
Theterm“qualityoflife”isdifficulttodefine.It【C1】______averywidesco
以下财政支出项目中,适用于负荷定价法的是( )。A.高等教育 B.公园
建国初期,我国社会主义国营经济建立的主要途径和手段是()A.没收帝国主义在华企
根据水利工程各专业配合的先后顺序,由水工到施工到机电金结的顺序计算方式是()。A
工地试验室应加强外委试验管理,关于外委试验,以下正确的是()。A、工地试验室应
A.辛芩颗粒B.紫金锭C.三七伤药片D.人参再造丸E.冠心苏合丸治疗跌打损伤的处
Pandy试验中,与脑脊液中的蛋白质形成不溶性蛋白盐而出现白色沉淀的物质是A.饱
A.单股DNA恢复成双股DNA B.不同的核酸链经变性处理,它们之间形成局部的
下列有关维生素B的叙述,哪项不正确A.黄素酶类的辅基 B.在碱性溶液中不易破坏
最新回复
(
0
)