國際行銷管理 Chapter10
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Transcript of 國際行銷管理 Chapter10
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C h a p t e r C h a p t e r 1010
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10-2
10-1 10-2 10-3 10-4 10-5 10-6 10-7
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10-3
1/3(price)
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10-4
2/3
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10-5
3/3
Lambert(1972)
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10-6
1/6
(objective price)
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10-7
2/6
(perceived price)
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10-8
3/6
()
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10-9
4/6
1
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10-10
5/6
2 Zeithaml(1988)
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10-11
1/3(reference price)
(internal reference price)
(adaptation level)(Thaler, 1985Grewal, et al, 1998)
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10-12
2/3(normal price perception)
(internal reference price scope)
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10-13
3/3(the lowest price perception)
(the highest price perception)
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10-14
(external reference price)
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10-15
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10-16
1/2
(assimilation)
(discounting)
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10-17
2/2(contrast)
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10-18
()
(/)
3
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10-19
10-5
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10-20
4
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10-21
1/4
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10-22
2/4
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10-23
3/4
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10-24
4/4
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10-25
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10-26
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10-27
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10-28
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10-29
8%
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10-30
Predatory Dumping
Unintentional Dumping
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10-31
Lexus
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10-32
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10-33
()
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10-34
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10-35
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10-36
5
()
()
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10-37
10-6
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10-38
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10-39
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10-40
6
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10-41
10-7
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10-42
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10-43
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10-44
7
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10-45
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10-46
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10-47
Cartels
OPEC
1/3 2/3 3/3 1/6 2/6 3/6 4/6 5/6 1/3 2/3 3/3 1/2 2/2 1/4 2/4 3/4 4/4 ()