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1 2 ( 34$/ก ,( !, ก $

/ '0$ก

2 ,5 ( 2 " 1 : , , 0 (2547) 9ก

ก 105-128 2 " 2 : , , 0 (2547) 9ก

ก 131-148 2 " 3 : , , 0 (2547) 9ก

ก 151-172

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1 2 ( 30 3 : #: C 7/ ภ9/191-192 3. # 6 4= 0 ภ9E 10220 . 0-2971-6299 GภC=. 0-2971-6696 = : masa_lab@hotmail.com

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1. -$ % . / '0$ภ( ( ) 1 4 ภ$1 ' ภ! ,=( $ / '0$ภ-$ % . / 'B /! # (national product) -$ % . /2"( B /! # (international product) ( 3: 2 B /! #) -$ % .2$ 3B /! # (multinational product) ( 3: B /! # ภภ"( 2 B /! #) -$ % . / '0$ภ(global product)

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1.5. -$ % . (brands) " 2 3 -$ % . (brands) ! 5 2 3ภ(trademarks) , , 4 ภ( ภ3( ? ??

] !B^ = ภ, , " 4 ภ( ] " % ภ, ภ$3 ภภ1 2

!, 3 ] ,= ` , ;=ภ!$ 3 4''?

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(% #0> @T= 0! B0! ก ก V:@ ก )

ก

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2.2. Bg

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1 2 ( 3 (channel cost)

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/ ' 3? (income level) ,% <ภ4 ( (competition) ] ภภ1 2 1 (market penetration), ภ1 2 $ (market holding), ภ1 2

,= !B^ < !#>: $ (market skimming)

Bg

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ภ( Transfer at Cost ] plus based )

3. ( ŕ¸

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% > (local language differences) " ! " % f (governmental policy restriction) ! ( 0n> ' 2 !2$ : ? 3 ' ' ภ: ,5 (local media differences) B /ภ' !# >fภ(economic element differences) % < "4 0n> (local agency quality)

3. ( ŕ¸

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ภ$3 ภ0n> (advertising strategies) ภ$3 ภ0n> / '0$ภ(global advertising strategy) → f / '! 3"ภ(standardization) (e.g. 1 $ )

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ภ$3 ภ0n> / ' ; (local advertising strategy)

3. ( ŕ¸

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2 3,,5 ! $5 Bg

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3. ( ŕ¸

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ภ'B / 0n> / '0$ภ(global advertising budget)

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3. ( ŕ¸

1 2 ( 34$/ภ,( !, ภ$ / '0$ภ( ( ) 3.2. ภ,( !, ภ3 / '0$ภภ,( !, ภ3 (sales promotion) 5 ภภภ,( !, ภ$

2 3ภ!" ภ0n> , B / , < , ภ30 3: < ภ3 !<5 ภ/ -= ' 0%

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3. ( ŕ¸

1 2 ( 34$/ภ,( !, ภ$ / '0$ภ( ( ) ภ,( !, ภ3,1 2 ' ภ$ (3 Bg‚" Q Bg‚" ƒ$ƒ)

,(" $ (price-off) ( '4 (allowance) , :2 !B$( (free goods) ภ4 ( 3 3 (sales contests) ภ:2 ! " $ (push money)

ภ30 3: < ภ3: $ 0$ภ(personal selling in global market) ภ' 2 ภ34$/ภ:2 -$ '4 !ภ(< ภ3 ภภ4'' 3 (designing the sales force) ภ' 2 3 (managing the sales force)

3. ( ŕ¸

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ภ!-34< ( ( ", (publications) ภ!2 ภ(events) ภ! 3 ( " (news) , < (speeches) ภภภภ#$ (public-service activities) ,5 4, ,; % < (identity media) =B4'' 5 Â…???

3. ( ŕ¸

1 2 ( 34$/ภ,( !, ภ$ / '0$ภ( ( )

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3. ( ŕ¸

1 2 ( 34$/ภ,( !, ภ$ / '0$ภ( ( )

4 ภ( /2"( ภB / , < ภ'ภ0n> ( : ( 3 (cost) B /!% ,5 (type) ภ$ ( !BY 2 3 (target groups) " ; B /, (objective) ( ภ3( ? ?? '! (boundary) $ ภ> / ภ(organization)

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