목차
Ⅰ. 서 론
Ⅱ. 국제마케팅의 전략적 중요성 및 전략 유형
1. 국제마케팅의 전략적 중요성
2. 국제마케팅의 전략 유형
1)국제마케팅의 표준화와 적응화 논쟁 배경
2)표준화전략
3)적응화전략
4)절충전략
Ⅲ. 교차문화 분석을 이용한 국제마케팅전략수립
1. 교차 문화 분석의 요인(culture)
1) 문화적 가치
2) 커뮤니케이션 방법
3) 제품에 대한 소비자의 심리적 태도와 소비형태
2. 교차문화적 분석모델(cross-cultural analysis)
1) 문화적 규범의 분석
2) 문화적 세분화
3) 사용관습 분석모델
Ⅳ. 우리나라 기업의 국제마케팅현황 및 개선방안
1. 우리나라 기업의 국제마케팅 현황 및 문제점
2. 국제마케팅 및 PR의 개선방안
1) 국제마케팅비용 예산의 확충
2) 적응화 전략의 강화
3) 국제PR활동의 강화
3. 정부의 지원방안
1) 마케팅비용의 손비처리
2) 국가마케팅활동의 강화
V. 결 론
*참고문헌*
Ⅱ. 국제마케팅의 전략적 중요성 및 전략 유형
1. 국제마케팅의 전략적 중요성
2. 국제마케팅의 전략 유형
1)국제마케팅의 표준화와 적응화 논쟁 배경
2)표준화전략
3)적응화전략
4)절충전략
Ⅲ. 교차문화 분석을 이용한 국제마케팅전략수립
1. 교차 문화 분석의 요인(culture)
1) 문화적 가치
2) 커뮤니케이션 방법
3) 제품에 대한 소비자의 심리적 태도와 소비형태
2. 교차문화적 분석모델(cross-cultural analysis)
1) 문화적 규범의 분석
2) 문화적 세분화
3) 사용관습 분석모델
Ⅳ. 우리나라 기업의 국제마케팅현황 및 개선방안
1. 우리나라 기업의 국제마케팅 현황 및 문제점
2. 국제마케팅 및 PR의 개선방안
1) 국제마케팅비용 예산의 확충
2) 적응화 전략의 강화
3) 국제PR활동의 강화
3. 정부의 지원방안
1) 마케팅비용의 손비처리
2) 국가마케팅활동의 강화
V. 결 론
*참고문헌*
본문내용
Modern Marketing , 7th ed., The Dryden Press, 1990, pp.555-559.
Elinder, Erik, "How International Can European Advertising Be?" 8Journal of Marketing , 29, 1965, pp.7-11.
Green, Robert, William Cunningham and Isabella Cunningham, "The Effectiveness of Standardized Global Advertising," 8Journal of Advertising , 4, 3, 1975, pp.25-28.
Hall, Edward T., "The Silent Language of Business Overseas," 8Harvard Business Review , 38, 3, May-June 1960, pp.87-96.
Hite, Robert and Cynthia Frazer, "International Advertising Strategies of Multinational Corporations," 8Journal of Advertising Research , 28, 4, 1988, pp.9-17.
Hornik, Jacob, "Comparative Evaluation of International vs. National Advertising Strategies," 8Columbia Journal of World Business , 15, Spring 1980, pp.36-45.
Advertising Appeals," 8Journal of Advertising Research , 27, 3, 1987, pp.51-59.
Kanso, Ali, "International Advertising Strategies: Global Commitment to Local Vision," 8Journal of Advertising Research , 32, 1, 1992, pp.10-14.
Kaynak, E. and L. A. Mitchell, "A Comparative Study of Advertising in Canada, the United Kingdom and Turkey," 8European Journal of Marketing , 15, 1, 1981, pp.1-9.
Levitt, Theodore, "The Globalization of Markets," 8Harvard Business Review , 61, 3, 1983, pp.92-102.
Marquez, F. T., "Cross Cultural Research: A Decision Factor in Standardized versus Non-Standardized Global Advertising," 8Gazette , 25, 3, 1979, pp.150-162.
Miracle, Gordon, "International advertising and Strategies," In Phillip Grubb and Mika Kaskimies, editors, 8International Marketing in Perspective , 1971.
Mueller, Barbara, "Reflections of Culture: An Analysis of Japanese and American Advertising Appeals," 8Journal of Advertising Research , 27, 3, 1987, pp.51-59.
Nebenzahl, Israel D. and Eugene D. Jaffe, "The Effectiveness of Spondsored Events in Promoting a Countrys Image," 8International Journal of Advertising , 1991. 10, pp.223-237.
Peevles, Dean, John Ryans, Jr. and Ivan Vernon, "Coordianting International Advertising," 8Journal of Marketing , 42, 1, 1978, pp.28-34.
Rokeach, Milton, 8Behavior, Attitudes, and Values: A Theory of Organization and Change , Jossery-Bass, 1968.
Rutigliano, Amthomy, "The Devate Goes On: Global vs. Local Advertising," 8Management Review , 75, 6, 1986, pp.27-31.
Ryans, John K, "It Is Too Soon to put a Tiger in Every Tank?" 8Columbia Journal of World Business , 4, March-April 1969, pp.69-75.
Ryans, John K, Jr, and J. H. Donnely, Jr, "Selected Practices and Problems of United States International Advertising Agencies," 8University of Washington Business Review , 30, Aug 1970, p.53.
Synodinos, Nicolaos, Charles Keown and Laurence Jacobs, "Transistional Advertising Practices: A Survey of Leading Brand Advertisers," 8Journal of Advertising Research , 29, 2, 1989, pp.43-50.
Talern, J., "Yankee Goods-And Know-How-Go Abroad," 8Advertising Age , 17, March 1982, pp.14-16.
Terpstra, Vern, 8International Dimensions of Marketing , 3rd ed., Wadsworth, 1993, p.175.
Elinder, Erik, "How International Can European Advertising Be?" 8Journal of Marketing , 29, 1965, pp.7-11.
Green, Robert, William Cunningham and Isabella Cunningham, "The Effectiveness of Standardized Global Advertising," 8Journal of Advertising , 4, 3, 1975, pp.25-28.
Hall, Edward T., "The Silent Language of Business Overseas," 8Harvard Business Review , 38, 3, May-June 1960, pp.87-96.
Hite, Robert and Cynthia Frazer, "International Advertising Strategies of Multinational Corporations," 8Journal of Advertising Research , 28, 4, 1988, pp.9-17.
Hornik, Jacob, "Comparative Evaluation of International vs. National Advertising Strategies," 8Columbia Journal of World Business , 15, Spring 1980, pp.36-45.
Advertising Appeals," 8Journal of Advertising Research , 27, 3, 1987, pp.51-59.
Kanso, Ali, "International Advertising Strategies: Global Commitment to Local Vision," 8Journal of Advertising Research , 32, 1, 1992, pp.10-14.
Kaynak, E. and L. A. Mitchell, "A Comparative Study of Advertising in Canada, the United Kingdom and Turkey," 8European Journal of Marketing , 15, 1, 1981, pp.1-9.
Levitt, Theodore, "The Globalization of Markets," 8Harvard Business Review , 61, 3, 1983, pp.92-102.
Marquez, F. T., "Cross Cultural Research: A Decision Factor in Standardized versus Non-Standardized Global Advertising," 8Gazette , 25, 3, 1979, pp.150-162.
Miracle, Gordon, "International advertising and Strategies," In Phillip Grubb and Mika Kaskimies, editors, 8International Marketing in Perspective , 1971.
Mueller, Barbara, "Reflections of Culture: An Analysis of Japanese and American Advertising Appeals," 8Journal of Advertising Research , 27, 3, 1987, pp.51-59.
Nebenzahl, Israel D. and Eugene D. Jaffe, "The Effectiveness of Spondsored Events in Promoting a Countrys Image," 8International Journal of Advertising , 1991. 10, pp.223-237.
Peevles, Dean, John Ryans, Jr. and Ivan Vernon, "Coordianting International Advertising," 8Journal of Marketing , 42, 1, 1978, pp.28-34.
Rokeach, Milton, 8Behavior, Attitudes, and Values: A Theory of Organization and Change , Jossery-Bass, 1968.
Rutigliano, Amthomy, "The Devate Goes On: Global vs. Local Advertising," 8Management Review , 75, 6, 1986, pp.27-31.
Ryans, John K, "It Is Too Soon to put a Tiger in Every Tank?" 8Columbia Journal of World Business , 4, March-April 1969, pp.69-75.
Ryans, John K, Jr, and J. H. Donnely, Jr, "Selected Practices and Problems of United States International Advertising Agencies," 8University of Washington Business Review , 30, Aug 1970, p.53.
Synodinos, Nicolaos, Charles Keown and Laurence Jacobs, "Transistional Advertising Practices: A Survey of Leading Brand Advertisers," 8Journal of Advertising Research , 29, 2, 1989, pp.43-50.
Talern, J., "Yankee Goods-And Know-How-Go Abroad," 8Advertising Age , 17, March 1982, pp.14-16.
Terpstra, Vern, 8International Dimensions of Marketing , 3rd ed., Wadsworth, 1993, p.175.
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