【摘要】 全球营销作为国际营销发展高级阶段上的新形式日益成为学术界和企业界关注的重点。根据对环境敏感性的不同 ,我们将全球性企业划分为全球响应型企业和国别响应型企业。不同类型的全球企业不仅在战略重点上有着显著的不同 ,而且有着不同的市场定位和营销组合实施。正确区分这两类企业对于我们加入WTO后的营销实践有着极为重要的指导意义。更多还原

【Abstract】 As an advanced stage in the international marketing development, global marketing has attracted more attention from the academic and enterprise fields. According to the different sensitivity to the environment , we divide the global businesses into two groups : the global response business and national response business. Different global business has not only different strategic emphasis but also different market orientation and marketing portfolio. Correctly differentiating the two types of businesses has important guiding meaning for us after we enter the WTO.更多还原