全球化与市场营销

科技革命与消费者主权国际化推动了经济的全球化．经济全球化表现在制度与功能两方面．经济全球化条件下，市场营销将表现为整合营销、契约国际化、标准化、微营销、比较优势取向和消费者心理更趋理性等七大趋势，营销管理的内容、重点、手段、组织、经济学基础、目标、主体、战略、竞合关系和评价体系等十个方面将发生改变．

Globalization & Marketing

The revolution of science and technology and internationalization of consumer rights push forward the globalization of the world economy, which may be well reflected in terms of system and function. Under the conditions of the globalized economy, marketing tends to develop in the following aspects such as integrated marketing, contract internationalization, standardization, micro- marketing, comparative advantage orientation and rationalization of consumption mentality. It will thus change marketing management as to content emphasis, approach, organization, economics foundation. objective, main body, strategy, competititon and cooperation relationship, appraisal system, etc.