在国际市场营销过程中,存在着可控制因素和不可控制因素。所谓可控制因素即企业在进行国际市场营销中可以自行控制的因素,包括产品(Product)、价格(Price)、渠道或场所(Place)和促销(Promotion),通常称之为4P。所谓不可控制因素即企业在国际市场营销中无法控制的因素,如市场的政治、文化、经济、地理、竞争形势、技术水平和基础设施等。国际市场营销人员必须将可 In the international marketing process, there are controllable factors and uncontrollable factors. The so-called controllable factors that companies can control in the international marketing of their own factors, including product, price, channel or place and promotion, usually called 4P. The so-called uncontrollable factors that enterprises in the international marketing can not control factors, such as the market’s political, cultural, economic, geographical, competitive situation, technological level and infrastructure. International marketers must be available