全球营销英文PPT

1、 2003 n n n n n n n n n n n n ?n ?n?n ?n ?n a ? ? ?n , , , , , , , . n n : n ?n .n n nn n % 0510152025191319502000 % 1959 96024681012WorldUSAGDPGDPGDPGDPTradeTradeTradeTrade n n n n n & 2002/01-10进出口进出口出口 出口 进口 进口 总总 值 值 50,025,80126,249,92423,775,87819.720.618.7亚洲 28,989,87313,725,51315,264,360

2、23.220.326非洲 1,001,081561,926439,15610.812.98.3欧洲 9,116,4064,750,4864,365,92013.9189.8拉丁美洲 1,438,463783,826654,63716.213.319.8北美洲 8,494,6176,001,2132,493,40416.6250.4大洋洲 984,621426,226558,39517.327.610.6累计比上年同期增减累计比上年同期增减% 国家（地区国家（地区） ） 进出口额 进出口额 出口额 出口额 进口额 进口额 s n n n n : , , , , , ;n : , , , , ,

3、, n : , , , , n , . ?n n, , , .n n, , , , , .n ns n n n .n :n ;n n ;n n .n :n .n: , , & n: .n: a . n .n : , . n n: 7 4 , n: , 2 a , n, , n n, , , , n n, , n n , , , , , .n n n n n .n n n n n n n n n n n n n n , n n$4 . , $100 , . $250 n . n n n n n n n , , E. n, , n, n n n n n n n n ? n n$2000n

4、n$3036-$9386n n$9386 n , $766n , n n n n n, n ()n n n n n n n n n n n n n n n n n n, , n“”: , , , n n ns n SizeGrowth Intensity Infrastructure Freedom RiskOverallCountriesRankRankRankRankRankRankRankHONGKONG21611421SINGAPORE2481421212S. KOREA6146773ISRAEL23935934CHINA11124172485HUNGARY221954246CZECH

5、 REP.1823153267POLAND10181276118CHILE193910159INDIA2162023171410MEXICO51261413911THAILAND135211981312RUSSIA 322212222313TURKEY9779202114 n .n n n , , , .n , .n . n, n, , , , n, , n, , , , ,n n n ! n: , a . “I I ”.n: , , , . “ I .” , , , , , , , n ns a “” “”?n“ ”.n“ . .”n . .”n n . n, , n: t . t . t

6、.n, , , n, n“” “” nt .nt .n , .n , , n , .s s n n n n n a .n n n : .n : s nA , , nA , n a , , . n . n n n . n . n n: $75,000, : $2.5 n n“ ”n“ ”n“” , , n n n .n n n n: n a n . n a a s .n, , , n n n n . n n n a . n: .n : , , , .n n n: , n .n , n ?n n n n n n: a .n: a a n: . n : .n n n: n .ns , n: “ .”

7、n n a a a , , , , .n ? ? “”, “”, “”? ? “ ?”n . n .n , , a . - A n , , , , , .n, , n n n s .n n n n n n , , , , , , , , , . n n .n .n n . 1974-19931994-2003 2.9%2.7% 3.0%4.8% 7.5%7.6% 4.8%5.3% 2.6%3.4% 1.0%2.7% 2.0%3.9% , 1.2%3.8% & n n ()n n n n Chart 1: RTAs in force and under negotiation as of

8、 July 2000, by type of RTA14824671FTAs in forceCUs in forceFTAs under negotiationCUs under negotiationChart 2: Geographical Distribution of RTAs, both in force and under negotiation020406080100120AmericasAsia PacificEastern Europe& Central AsiaEuro-MediterraneanSub-SaharanCross RegionalRegionNum

9、ber of RTAsFTAs under negotiationCUs under negotiationFTAs in forceCUs in force ()nA .n n . n , (), n n n ( ) n , . n a ;n a ;n , , , , , n , a ; n: A 125 .n , n: A . A n : , , , . n: n n n n n n n n n n n n n n n, , , , , n: ns n, , a n n n n n n n n n n n n n n n n, , , , n , , , n , , n n n n n n

10、 a n n n n, , , , n n n, , , , n n, .n n a n n n 1: nA .n . n , , n: , , , , n n .n n n n a , , , . 2: a n I ?n I ?n , , , . 3: n n n n, n n n n n n n n n n, n n n n n n n n 8 12 a .n n n , , n, n , n n ?n n n n n n, , , n ?n , n n a a (s) a .n n n n n n 4: n n n n n n n n n X an X an X bn X b. n a

11、n1122n1 X a 1n1 X a 1n2 X b 2n2 X b 2. 5: n , n n n ?ns .nI t I .n . n . ? n a .n ?n ?n ? n ?n ?n , , & n , .n n a , , . n .n a .n .n a . n n n .n n n n n n , , , , , , .n: n n a .ns , , , , .n: n : , , n : , , , , , n80/20 n n, , n n n n n . .n n a a .n n . n .n n n: : 1 , : 1 .n : : 80%, 90% ;

12、 : 0.54 .n: 7,500,000n: 500,000n: n n, , n n n n , n a n n n n, , , : n n , “” n n . n n n n n n n n R & D n n n n n , , n, , , n ?ns s n n n n n n n n, , , , , , , n n n , , n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n, , n n (), 1959n (), 1989n n , a , a a .n n n n n n a n , n

13、 n a n n & n , , n n n a n n n n n n n n n n n n n a n n n n n n a ()n nA n n n n n n n a n: n a , , , . n , n , , . n .n n n . n n n n n n n n n n n s n a n n n n n n n n n n n n s . n s n ns n n n n : s n n ()nA n n n n n n n , n n n n a , n s & n n n & n n, , , , , n n n n n n n100% ;

14、 ( )n . 1 2 3 4 n n & n n n n n n n n n n n , , n n n n s n n n , n n n n n n n n n n n a s s & n , , n n n n n n n n n n n n n n n n n n n n n ? n n n n n : , , n n n n, , n , n n n n n n n n n n “ ” n n n n nA , , n n n nR & D n n , n n n n , , n a a .n . n n n n n n n 2. , 4. 1. 3. n

15、(C, C, D)n n n n n n n n n, n n n n n a n n n, n n n a n n n n n n, , n n a a .n, , n n () n n n n n ns a n n n a n n a n ?n n n, n n , , n a n n n n n n n n n n n n n . : n500 , 4000 , $10 n n n n s s 序号国家或地区已经作出终裁已经初裁尚未终裁已经立案尚未初裁立案后被中止总计1中国39912512欧盟1253203韩国153184日本134175美国1141166中国台湾省1042167新加坡2

16、642148俄罗斯11119泰国63910印度尼西亚617其他81总计260 ?n ?n ?n ! 375% , n a n n !n n n nA n n n n n n n n n , , .n n n n n n n nA , n n n n n n , , n n n , , n , n n n n n n nA , , , a . n nA .nA n n n n n n n a .n n n nA a a .n n, , , , , n n nA a a .n n n nA a a a . n, , n , n , n a a .n n a a s . n, , , , n . n

17、 n n n n n ?n n n n n, , , n , n s n n n n n n n n n n n n n n n n n n n n n n n n n, , , n, , n n 1% n n n n n , 5% n n n n n n Selling Costs ($)Level of Sales ($)Independent IntermediaryDirect DistributionA$50,000$30,000$4,000$75,000 n n n n n n n , n , , , n ;n ;n, , ;n ;n, , ;n, , , , n s n s ,

18、n n n ; , ;n , n ;n; ;n ;n ;n n . n n , , n n , , n n n n n n ;n n n n n n n n n n n n n n n ;n n n , , s . n ;n ;n n n a ;n a s ;n n . n :n a s a .n , , , n : n, , , n a a a .n: n , , , , a , . ?n ;n ;n ;n ?n n , ;n ;n ;n , ; n;n SenderEncodingChannelDecodingReceiverResponseFeedback & n: , , a

19、;n: s ;, & n n n n n ( )n ( )n ( )n ( ) n (, , )n ( ) n n n n n ? n, a , , a .n, , n, , n , , n , , , , , , .nA n n ?n , , . n , , n n , Research InputsConsumerProductMarket AnalysisCompetitive AnalysisStrategic DecisionsSetting objectives Target marketsMessage & media strategyCoordination with otherMarketing mix elementsConstraints andUncontrollable factorsTactical ExecutionAdvertising budgetEstablish controlsWrite and produce Ads & commercialsMedia choicesPretest advertising alternativesMeasuringEffecti