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
23
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、Export marketing.
B、International marketing.
C、Global marketing.
D、It’s not mentioned in the talk.
答案
C
解析
转载请注明原文地址:https://tihaiku.com/zcyy/3293735.html
相关试题推荐
[originaltext]Becauseofitswidespreadusegeographically,andbecauseoft
[originaltext]Owingtotheremarkabledevelopmentinmass-communications,peopl
[originaltext]Owingtotheremarkabledevelopmentinmass-communications,peopl
[originaltext]Owingtotheremarkabledevelopmentinmass-communications,peopl
[originaltext]Man:Mysecretarytellsmethatyou’dliketoknowsomethinga
[originaltext]Man:Mysecretarytellsmethatyou’dliketoknowsomethinga
[originaltext]Man:Mysecretarytellsmethatyou’dliketoknowsomethinga
[originaltext]W:Isthistherightlinetofileaclaim?M:Yeah.It’sth
[originaltext]W:Isthistherightlinetofileaclaim?M:Yeah.It’sth
[originaltext]Now,mynameisPatBaker,IworkforstudentservicesandI’m
随机试题
Thetoymakerproducesa______copyofthespacestation,exactineverydetail
LearningaboutCognitiveGrammar(CG),anapproachtotheanalysisandd
用位移法计算图所示结构时,各杆EI=常数,典型方程的系数r11和自由项R1P分别
螺纹连接的类型中,被连接件不太厚,螺杆带钉头,通孔不带螺纹,螺杆通过通孔与螺母配
曾先生,作家,45岁,常常因为写作熬夜,吸烟20年,每日约10支,不饮酒。体查:
下列哪种股利政策可能会给公司造成较大的财务负担()。A.剩余股利政策
建设单位可以将建设工程的监理业务委托给()。A.本单位内的质量部门 B.政府
申请创业板首次公开发行股票的公司应按第9号准则的要求制作申请文件。()
A.甲氧苄啶 B.磺胺多辛 C.呋喃唑酮 D.磺胺嘧啶 E.环丙沙星抗菌
财务报表的项目列报应遵守重要性原则,应当根据企业所处的具体环境,从项目的性质和金
最新回复
(
0
)