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Chapter1 Understanding of the International Marketing - Coggle Diagram
Chapter1 Understanding of the International Marketing
1.1 What is Marketing
1.Market
定义P3
Market=Population+Want+Buying power
市场=人口+购买的欲望+购买能力
2.Marketing
Philip Kotler
管理学之父
他给marketing的定义P5
AMA
（American Marketing Associate)
给的定义P5
3.Basic elements of marketing concept
Need，want and
demandP6,7
Need+Want+
Ability=Demand
马斯洛的需求层次，金字塔P7
4.The development of marketing philosophiesP9
1.2 Brief Introduction to
the International
1.Definiton
domestic,international,global
2.Characteristics
More complicated，uncertainty
and risks
3.Reasons for entering
into international arena P16
Entry mode into
international market
export,licensing,foreign joint venture，
foreign production
5.国际市场营销的流程P19