1 1 1 2011 Pearson Education Taiwan 1 Slides: 22 Download presentation 第 1章 全球行銷導論 1 -1 © 2011 Pearson Education Taiwan 全球行銷的樣貌 1 -7 © 2011 Pearson Education Taiwan 標準化與調適化 • 全球市場參與Globalization (標準化) – 發展標準化的�品,並用標準化的行銷組合行銷至 全球 – Essence of mass marketing • 全球在地化Global localization (調適化) – 結合標準化及客製化mization in a way that minimizes costs while maximizing satisfaction – Essence of segmentation – 思考全球化, 行動在地化 1 -8 © 2011 Pearson Education Taiwan Mc. Donald的全球行銷案例 © 2011 Pearson Education Taiwan 《財星》五百大服務及製造業 1 -11 © 2011 Pearson Education Taiwan 消費性/ 業品市場 1 -12 © 2011 Pearson Education Taiwan UNIQLO的賣場 1 -22 © 2011 Pearson Education Taiwan Pearson education 20112011 pearson education inc2011 pearson education inc2011 pearson education inc2011 pearson education inc2011 pearson education inc2011 pearson education incPearson education inc publishing as pearson prentice hall2011 pearson education inc2011 pearson education incPearson education inc publishing as pearson prentice hall2011 pearson education inc2011 pearson education inc2011 pearson education inc2011 pearson education inc biology2011 pearson education inc2011 pearson education inc biologyPearson education inc publishing2011 pearson education inc2011 pearson education incPearson education inc publishing as pearson prentice hallPearson 2012Copyright 2008