文档介绍：HigherEducationProgrammeFeedbackSheetProgrammeTitle:analysisofinternationalmarketModuleTitle:InternationalMarketingStudent:王悦ModuleTutor::6SubmissionDate:2015/12/es:BylearningthemarketingoperationofCoca-Cola,:1st2:12:etoenhancefuturepractice:ments:ments:Signature:……………………………………Date:…………....Signature:…………………...Date:…………………….Signature:…………………...Date:…………………….GUIDANCEONSUPPORTMATERIALS&READINGLISTCourseText:PRINCIPLESMARKETINGAuthors: PhilipKotlerYear: 2009 ISBN: -to-dateguidetomodernmarketingissues&techniques..Therearesomeexcellenttextson‘Marketing’:Latesteditionof:Marketing:ConceptsandStrategiesByBeverlyHoughton-MifflinPrinciplesofMarketing,4thEditionByBrassington&Pettitt(2006)FTPrenticeHall (1)panyofCoca-colaTheCoca-panyistheworld’pany, is Coca-Cola such a pany?Putinthiscontext,theansweroughttobeobvious.(2)Discusshowinternationaltradesystem,economic,political/legal,andculturalenvironmentsaffectCoca-pany’-colaadheretoexpandtheproductportfoliostrategy,-cola,SpritetoSmart,Qoo,Zero,Coca-colacarbonateddrinksChinacontinuesitsexpandingasthecoreproductstrategy。Asakindofcarbonateddrinks,Coca-colainChineseconsumers,theproductmadacorrespondingadjustment,haslaunchedaQoo,minutemaidpulpyon-carbonated,-colabysponsoringactivitiessuchassports,educationandculturetostrengthentheirbrandimage,suchassponsoringtheBeijingOlympicGamestopromote