6113614136国际营销英文案例.doc

国际营销英文案例 篇一：服务营销英文案例CASE 2 Four Customers in Search of SolutionsCHRISTOPHER LOVELOOKFour telephone subscribers from suburban Toronto call their telephone company to complainabout a variety of problems. How should the company respond in each instance?Among the many customers of Bell Canada in Toronto, Ontario, are four individuals living on Willow Street in a middle-class suburb of the city. Each of them has a telephone-related problem and decides to call the company about it.Winston ChenWinston Chen grumbles constantly about the amount of his home telephone bill (which is, in fact, in the top 2 percent of all household phone bills in Ontario). There are many calls to countries in Southeast Asia on weekday evenings, almost daily calls to Kingston (a smaller city not far from Toronto) around midday, and calls to Vancouver, British Columbia, most weekends. Mr. Chen uses the same company for his telephone and internet broadband needs. One day, Mr. Chen receives a telephone bill which is even larger than usual. On reviewing the bill, he is convinced that he has been overcharged, so he calls the phone company to complain and request an adjustment.Marie PortilloMarie Portillo has missed several important calls recently because the caller received a busy signal. She phones the customer service department to determine possible solutions to this problem. Ms. Portillo’s telephone bill is at the median level for a household subscriber. (The median is the point at which 50 percent of all bills are higher and 50 percent are lower.) Most of the calls from her house are local, but there are occasional international calls to Mexico or to countries in South America. She does not subscribe to any value-added services.Eleanor VanderbiltDuring the past several weeks, Mrs. Vanderbilt has been distressed to receive a series of obscene telephone calls. It sounds like the same person each time. She calls the telephone company to see if they can put a stop to this harassment. Her phone bill is in the bottom 10 percent of all household subscriber bills and almost all calls are local.Richard RobbinsFor more than a week, the phone line at Rich Robbins’ house has been making strange humming and crackling noises, making it difficult to hear what the other person is saying. After two of his friends comment on these distracting noises, Mr. Robbins calls to report the problem. His guess is that it is caused by the answering machine, which is getting old and sometimes loses messages. Mr. Robbins’ phone bill is in the 75th percentile for a household subscriber. Most calls are made to locations within Canada, usually at evenings and weekends, although there are a few calls to the United States, too. He studied for his undergraduate degree at NYU and he likes to keep in touch with some of his former classmates.Study Questions1. Based strictly on the information in the case, how many possibilities do you see to segment the telecommunications market?2. As a customer service rep, how would you address each of the problems and complaints reported?3. As a marketing manager, do you see any marketing opportunities for the telephone company in any of these complaints?篇二：国际营销案例分析国际营销案例分析班级： 学号： 姓名：案例 派克笔公司位于美国威斯康星州的派克笔公司(Parker Pen Company)是世界上书写工具行 业中的一家著名公司。

它的产品销往154个国家，在高档笔市场(每支价格在3美元以上)占据首位1984年初，公司总部策划了一次全球性营销活动，所有活动都按规范化、标准化形式组织这是一次大规模的试验性活动正当许多跨国公司急于借鉴派克笔公司的经验时，这次活动却意想不到地遭到了失败到1985年2月活动结束(转载自：www.hnBoX 博 旭范文 网:国际营销英文案例)时，公司总部策划此次活动的大部分人员离开公司或被解雇1986年1月份，派克笔公司的书写工具部门以1亿美元的价格卖给派克公司中经营国际业务的一些管理人员和伦敦的一家风险资本公司企业追求全球一体化，需要进行必要的内部调整，把分散于海外子公司的权力集中起来，对全球经营活动进行统一协调 1982年1月，杰姆·皮特森成为派克笔公司的总裁当时，公司正处于困境，全球营销是公司摆脱困境采取的重要措施之一在70年代，美元疲软，促使派克笔公司大量出口，80％的销售额在国外市场中实现然而，市场在不断变化日本开始推销廉价笔，并获得很大的成功Paper、Mate、Bic、Pilot和Pentel等品牌占有较大市场份额，导致派克的份额降至6％派克笔仍采用原有战略，坚持把营销活动集中在百货公司和文具店的高价位市场上。

即使在这个细分的市场中，由于A·T．克劳斯公司的竞争，派克笔的市场份额也在不断下降派克笔公司的海外子公司在市场营销中拥有很大自主权，结果是产品系列繁多，需要大量广告促销公司在世界各地设有40个不同的广告代理公司80年代，美元的升值导致公司在国际市场的份额下降，利润减少皮特森上任后立刻采取调整措施他削减工资总额，把产品系列从500个砍到只剩100个，加强了生产运营，并聘用Ogilvy & Mather公司负责派克笔的全球性广告同时，公司决定快速占领低价位产品市场其中，盈利最大的产品品牌是Vector圆珠笔，售价每支2.98美元公司还计划销售更便宜的笔(品牌为Itala)，但从未考虑经营自动笔 公司聘任了三位在国际市场上有丰富营销经验的经理负责产品营销负责书写工具的营销副总裁理查德·斯沃特曾负责3M的全球形象广告，并培训公司管理人员制定营销计划的各种技巧杰克·马克斯是书写工具广告部经理，他曾在吉列特公司负责协调护发产品的全球性营销活动德尔·内罗被任命为派克笔公司国际营销计划部的经理，他曾在费舍-普来斯公司积累了丰富的国际营销经验在世界各地用同样方式销售的理念并没有被派克笔的海外子公司和经销商很好接受。

他们认为，笔是一样的，但市场是不同的法国和意大利对昂贵的自来水笔情有独钟，斯堪的纳维亚是圆珠笔的大好市场在一些市场中，派克产品可以维持高价；而在另一些市场中，公司必须面对价格竞争然而，公司总部坚持认为派克笔广告必须以共同创新战略和市场定位为基础全球性广告主题“建立派克的知名度”必须得到贯彻在广告中必须采用相同的图形布局、相同的字型和相同的标志斯沃特坚持认为这种集权性管理只能作为“起点”，它将允许充分的地方自主性各个子公司对这项决策有不同看法英国子公司始终反对这一广告主题Ogilvy & Mather公司也强烈反对“一个世界，一个品牌，一种广告”的提法于是公司内部产生了冲突在一次会议上，斯沃特神经质地大嚷道：“你们应该做的不是问为什么，而是去执行1984年10月，英国伦敦子公司发起了“建立你的品牌”运动除了语言差别外，广告的形式和内容实质上是一样的：长版面，在相同位置的横向布局说明，派克笔的标志放在底部，等等问题出在生产过程中资产价值为1500万美元的新工厂不断出故障，成本大幅度提高，次品率达到难以接受的水平1.what should you do if you in James Peterson’s shoes in January 1982?首先很多都是用电脑写材料的。

用钢笔的人自然就减少了。