国际市场营销第4章 国际市场营销的文化和社会环境 习题参考答案
大学国际市场营销学课后题作业答案
国际市场营销学作业第一章1、什么是市场营销？市场营销的基本要素是什么？市场营销有哪些主要职能？答：市场营销是个人和集体通过创造，提供出售，并同别人自由交换产品和价值，以获得其所需所欲之物的一种社会和管理过程。
市场营销的基本要素：产品、品牌、价格、渠道、推广、促销。
市场营销的主要职能：（1）采购与销售（2）分销与存货（3）质量与数量（4）促销与信息（5）财务与风险2、目前有哪些市场营销组合理论？各有哪些优势和不足？答：（1）4P理论：产品Product、价格Price、渠道Place、促销Promotion（2）7P理论：4p理论+人（People ）、过程（Process）、物质环境（Physical Environment）。
（3）11P理论：4p+政府权力(Power)、公共关系(PublicRelations) 、调研(Probe)即探索、区隔(Partition)即市场细分的过程、优先(Priorition)即选出我的目标市场；、定位(Position) 、员工(People)第二章1、国际市场营销的政治环境包括哪些？答：（1）国际政治局势（2）国家间关系（3）民族主义4、造成政府不稳定的常见因素有哪些？答：政治制度、政治稳定性、政策连续性、行政干预、行政效率。
第三章1、什么是经济环境？答：经济环境是指构成企业生存和发展的社会经济状况和国家经济政策，是影响消费者购买能力和支出模式的因素，它包括收入的变化，消费者支出模式的变化等5、请举例说明地区性经济组织在国际市场营销中的积极意义。
答：举例：中美洲一体化体系，成立于１９９１年１２月在洪都拉斯召开的第十一次中美洲国家首脑会议上签署的“特古西加尔巴声明”建立的。
总部：萨尔瓦多首都圣萨尔瓦多。
成员国：萨尔瓦多、洪都拉斯、尼加拉瓜、危地马拉、哥斯达黎加、巴拿马和伯里兹，共7个职能：协调和推进一体化进程，促进中美洲，地区的和平、民主与发展。
地区性经济组织的积极意义：是全球经济一体化的重要表现，也为全球经济一体化的进一步发展以及全球经济的整合奠定了坚实的基础，为平衡某一地区的经济发展水平，缩小国家、地区间的贫富差距做出了巨大贡献。
国际市场营销学课后习题答案
国际市场营销学课后习题答案第一章1、国际市场营销学：是一门研究以国外顾客需求为中心、从事国际市场营销活动的国际企业经营管理的科学。
2、国际市场营销学与市场营销学、国际贸易学的区别与联系是什么？答：国际市场营销学与市场营销学的关系与区别联系：①理论基础相同②经营理念相同③市场边界的扩大区别：①国际市场环境更加复杂②国际市场营销面对更多不确定因素③国际市场营销方案更多样化④国际市场营销的难度更大国际市场营销与国际贸易的联系与区别联系：①国际贸易是国际市场营销的先导。
②企业的国际市场营销是国际贸易的一部分。
区别：①经营主体不同②商品的流通形态不同③经营动力或行为动机不同④评价经济效益的信息来源不同⑤国际市场营销活动的作业流程比国际贸易更加复杂3、企业开展国际市场营销的动因是什么？答：⑴国市场竞争激烈，利润微薄促使企业走向国际市场⑵企业走向国际市场以延长其产品的生命周期⑶国际市场需求潜力大、机会多⑷对低成本的追求⑸对东道国丰富和廉价资源的吸引⑹本国政府的支持和鼓励⑺东道国市场环境和基础设施条件的吸引4、国际市场营销的发展过程是什么？答：⑴国营销阶段⑵出口营销阶段⑶国际市场营销阶段5、国际市场的研究容有哪些？答：研究对象：国际市场需求、国际市场营销活动、国际市场营销规律研究容：国际市场营销环境、国际市场的选择、国际市场的调研、国际市场营销规划与组织、国际市场营销信息系、国际市场营销策略、国际市场竞争战略。
第二章1、国际政治环境：是指东道国直接或间接影响和制约国际市场营销的各种政治因素的集合，其容主要涉及政府与政党体制、政府政策和政治风险。
2、国际法律环境：影响国际企业开展国际市场营销活动的法律主要有国法律国际法律和东道国法律构成了国际法律环境。
3、如何评估国际政治环境？答：⑴专家调查法⑵实地考察法⑶利用驻外专家调查法⑷利用国际咨询机构法⑸政治体制稳定指数（PSSI）法4、采取什么措施以防国际政治风险？答：⑴回避策略⑵保险策略⑶当地化策略⑷建立合资企业策略⑸树立良好的企业形象策略⑹积极参与东道国经济建设策略5、国际商务争端的解决途径有哪些？答：（1）协商：是指在发生商务争端之后，各方当事人约定在自愿互谅互让、相互妥协的基础上，依据相关法律和合同条款的规定，达成各方都能接受的解决方案。
重庆工商大学期末复习资料国际市场营销Chapter 4(文化与社会环境)
Hofstede's dimension
National character
GLOBE Model
Schwartz Value Survey
High- Versus Low-Context Cultures
[试题解析] AC，GLOBE Model 是对 Hofstede's 的延伸，也包含了 uncertainty avoidance, power distance, and Long-term (Future) Orientation 几个维度， 同时还将 collectivism 分为了 societal 和 in-group 两类，因此有 overlap 的就是 GLOBE Model 和 Hofstede's 这两种分析工具。 [参考答案] Hofstede's dimension GLOBE Model
三 判断题
试题 1
High-context messages are explicit and specific; words carry most of the communication power.
[试题解析] F，高情境文化的特征是口头表达的意思往往是不够明确与具体的（not explicit and specific），不能仅从字面理解，而取决于当时的情境
试题 3
In the documentary film《American Factory》, President Cao did not agree with the direction of the factory gate and required the administration to change it. He did this out of the judgement of Fengshui. It represents which element of the Chinese culture?
《国际市场营销(第二版)》章后习题参考答案与提示
附录1章后习题参考答案与提示第1章□知识题1.1 阅读理解1）国际市场营销（International Marketing，简称国际营销，也有的称国际行销）指的是企业在跨越国境的基础上计划和实施交易，以实现满足个人和组织需要的交换的过程。
这里其主要特点是跨越国境的交易。
与国内营销的主要区别是：①国际营销比国内营销面临更多不可控因素；②国际营销比国内营销面临着更复杂的需求；③国际营销比国内营销更需要统一的协调和控制；④国际营销的目标市场在国外，它的产品（或服务）应该满足国外客户的需要。
2）开展国际市场营销，主要是为了让企业的决策者在综合考虑分析国内外市场营销环境的基础上，捕捉营销机会，避免风险，制定进入国际市场的营销战略、策略，以实现企业的基本目标。
因此，企业开展国际营销的目的是：①拓展企业的市场基础，扩大企业的经营业务；②获得国际市场的经验和资源，参与全球竞争；③获得全球基础上的竞争优势，加强企业的核心竞争能力；④分散化经营，规避经营风险。
3）这些环境因素包括三个方面。
①营销可控因素。
产品、渠道、价格和促销就是营销的可控因素，企业要达到自己的经营目标，必须以目标市场消费者的需求为中心，制定一个适应企业外部环境的营销方案。
企业对外部环境认识得愈深刻，适应得愈好，效益就愈佳。
②国内不可控因素，包括政治力量、经济形势和竞争环境等。
这些因素往往对企业在国际市场上的营销活动产生直接或间接的影响。
有时政府一项政治决定会给企业带来巨大的营销机会；而另一项决定也可能使原来谈妥的生意告吹。
国内经济形势的好坏，也会影响企业海外投资办厂的能力，以及在国际市场购买的多寡。
竞争环境往往构成企业实现营销目标的直接威胁。
③国外不可控因素，包括政治力量、经济形势、社会文化环境、科技条件、竞争因素、地理环境、分销结构等，这些都是无法控制而且更为复杂的环境，但它们又是企业进入国际市场制订营销规划的基础和依据。
4）国际市场营销的主要任务包括：适应环境差距，包括文化差距、行政差距、地理差距和经济差距；进行跨国的组织协调；确定和管理组织的全球化决策，包括战略的全球化决策、企业组织的全球化决策、产品全球化决策及全球品牌决策等。
国际市场营销学试题及答案
国际市场营销学试题及答案一、选择题1. 国际市场营销的核心理念是什么？A. 产品导向B. 顾客导向C. 竞争导向D. 价格导向答案：B2. 下列哪个不是国际市场细分的依据？A. 地理位置B. 人口统计C. 心理特征D. 产品类型答案：D3. 跨国市场进入策略中，哪一项通常风险最低？A. 出口ingB. 特许经营C. 合资企业D. 全资子公司答案：A4. 在国际市场营销中，文化差异可能导致什么问题？A. 产品设计障碍B. 广告传播障碍C. 价格策略障碍D. 所有以上问题答案：D5. 国际市场营销中的PEST分析是指什么？A. 政治、经济、社会、技术B. 产品、企业、销售、交易C. 人口、环境、战略、技术D. 公共关系、教育、战略、技术答案：A二、填空题1. ________ 是指企业将其产品或服务直接销售给国外市场的最终用户。
2. ________ 是一种国际市场进入策略，企业通过与外国公司合作，共同投资并分享所有权、控制权和利润。
3. ________ 是指企业调整其产品、营销组合以适应不同国家市场的需求和偏好。
4. 在进行国际市场调研时，________ 是指对特定国际市场或消费者群体的详尽研究，以了解其特定需求和行为模式。
5. ________ 是指企业在进入国际市场时，面临的来自当地企业或其他国际竞争者的竞争压力。
三、简答题1. 简述国际市场营销与国内市场营销的主要区别。
答：国际市场营销与国内市场营销的主要区别在于市场环境的复杂性和多样性。
国际市场营销需要考虑不同国家的法律、文化、经济和政治环境，以及货币汇率和国际贸易壁垒等因素。
此外，国际市场营销还需要对不同国家的消费者行为和偏好有深入的了解，并相应调整产品、价格、推广和渠道策略。
2. 阐述国际市场细分的作用及其对企业的意义。
答：国际市场细分的作用在于帮助企业更精确地识别和定位目标市场，通过对市场的细致划分，企业可以更有效地分配资源，针对不同细分市场制定差异化的营销策略。
国际市场营销课后习题答案
《国际市场营销理论与实务》（第2版）习题答案仅供参考第一章国际市场营销概述一、单项选择题C C B C B二、多项选择题1.ABDE2.ABCD3.ACDE三、简答题1.简述国际营销和国际贸易的异同（1）相同点。
国际市场营销与国际贸易都是以获得利润收入为目的而进行的跨越国境的经济活动。
（2）不同点。
①所依据的理论点不同；②商品(劳务)交换的行为主体不同；③强调重点不同；④商品(劳务)转移的形态不同；⑤国际市场营销涉及企业整体发展战略问题；⑥评价绩效的信息来源不同。
2.简述企业走向国际市场的主要动因（1）国际营销的竞争动因①避开竞争锋芒。
②追逐竞争对手。
③锻炼竞争能力。
④延长产品生命周期，发挥竞争优势。
（2）国际营销的资源动因①开发自然资源。
②利用劳动力资源。
③获取技术资源。
④赢取信息资源。
（3）国际营销的利润动因①通过规模效应，获得更大利润。
②利用资源优势，获得更大利润。
③利用优惠政策，获得更大利润。
同时，一些国家为了吸引外商投资，在税收等方面采取一系列优惠政策。
国际企业也可以通过东道国政府的优惠政策获得更大的收益。
3.试区别国内营销、出口营销、国际营销、多国营销、全球营销（1）国内营销。
国内营销是指国内市场为企业唯一的经营范围，企业经营的目光、焦点、导向及经营活动集中于国内消费者、国内供应商、国内竞争者。
其公司在国内从事营销活动可能是有意识的、自觉的战略选择，活着是无意识的、不自觉的想躲避国外竞争者的挑战，有时甚至由于对外界环境的无知而造成“出口恐惧症”，对出口销售持消极态度。
（2）出口营销。
出口营销时期一般指20世纪第二次世界大战后至60年代。
但是，此阶段仍以出口产品为主组织国际市场营销活动，对国际市场调研、产品开发的自觉性还不够。
这是企业进入国际市场的第一阶段。
其目标市场是国外市场，企业在国内生产产品到国外销售，满足国外市场需求。
在这一阶段产品与经验成为发展出口营销的关键。
同时，国际营销者还要研究国际目标市场，使产品适应每个国家的特殊要求。
国际市场营销学试题及答案
国际市场营销学试题及答案1. 简答题：a) 什么是国际市场营销学？国际市场营销学是研究跨国企业在不同国家和地区展开市场营销活动的学科。
它涉及了市场调研、产品定位、市场策略、市场开发等各个方面，旨在帮助企业更好地适应和利用不同国际市场的特点和差异。
b) 国际市场营销中的国际市场环境包括哪些因素？国际市场环境包括政治、经济、文化、法律等因素。
政治因素指的是各国的政治体制、政策法规等；经济因素包括国家的经济发展水平、市场规模等；文化因素包括语言、宗教、价值观念等；法律因素指各国的法律法规和知识产权保护等。
c) 国际市场营销中的市场细分方法有哪些？市场细分是将市场按照不同的特征和需求分成若干个小的细分市场的过程。
常用的市场细分方法有地理细分、人口统计细分、心理行为细分和购买行为细分等。
2. 简答题：a) 请简要说明国际市场营销中的跨文化管理意义和挑战。
跨文化管理是国际市场营销中不可忽视的重要内容，其意义包括：（1）帮助企业深入了解和尊重不同国家和地区的文化差异，避免文化冲突。
（2）加深企业与消费者之间的互信和情感联系，提高市场营销的有效性。
（3）优化企业的跨国战略，提高企业在国际市场的竞争力。
跨文化管理也面临一些挑战，其中包括：（1）语言沟通问题，可能出现语言障碍和误解。
（2）文化差异导致的市场需求和消费习惯的不同。
（3）跨国团队合作的管理困难，来自不同国家和文化背景的团队成员可能存在理念冲突和合作问题。
b) 如何应对国际市场中的文化差异？为了应对国际市场中的文化差异，企业可以采取以下策略：（1）进行充分的市场调研，了解目标市场的文化特点和消费习惯。
（2）培养跨文化沟通能力，包括语言能力和文化敏感度。
（3）定制化产品和市场策略，根据不同国家和地区的需求进行个性化设计和推广。
（4）建立本地化团队，借助当地员工的了解和资源来适应目标市场。
（5）持续学习和改进，紧跟国际市场发展的变化并及时调整策略。
3. 论述题：国际市场营销中的品牌建设策略和案例分析。
(完整版)《国际市场营销学》课后习题答案
1.企业走向国际市场的主要动因是什么？我国企业走向国际市场的动因有哪些特殊性？国内市场需求饱和及市场竞争激烈；国际市场的吸引力；政府鼓励与支持企业出口政策；科学技术发展为企业跨国经营提供物质前提；我国动因：国内市场竞争激烈；国外产品通过各种渠道大量涌入国内市场，使国内市场呈现出饱和状态，企业为实现产品的竞争日益激烈；获取国外先进科学技术及先进的管理技术；利用俩种资源与俩个市场获取国外低成本的生产资源及引进外资；2.什么是国际市场营销？国际营销同国内营销有何联系和区别？国际市场营销是指在一国以上把企业生产的商品或劳务引导到消费者或用户中去的经营活动；一)国际营销与国内营销的联系1．基础的共同性国际营销与国内营销都以经济学的基本原理作为理论基础。
现代管理学、统计学、数学、会计学、社会学、心理学等诸多学科的内容，既可以指导国内营销活动，又广泛运用于国际营销之中。
2．观念的一致性在当代经济活动中，国际营销观念与国内营销观念本质上是一致的，都以“市场观念”作为指导原则，以满足消费者和用户的需求为中心。
所谓满足需求，一是指满足消费者和用户对商品或服务在使用价值上的需求；二是指满足消费者和用户的心理需求。
由于观念的一致性，企业的国内外营销活动也具有一致性，即企业在国内外营销活动中都必须做到：（1）企业生产、销售产品与服务都要有自己的目标市场，即要有特定的用户作为自己的买主；（2）企业提供的产品和服务，不仅在物质功能上而且在价值观念上，都要满足目标市场的需求；（3）企业销售产品与服务在时间、地点、方式、价格等方面，都必须便于顾客购买；（4）及时为顾客提供信息和满意的售后服务，以满足现实顾客和潜在顾客对商品和服务的多种需要。
3．经营的延伸性在经营上，国际营销与国内营销往往存在一定的联系。
就其经营发生的过程来看，国际营销是国内营销的延伸。
粗略说来，企业先从事国内营销，再逐渐发展到国际营销。
也就是说，企业发展国际营销，一般都有一个渐进的过程。
《国际市场营销学》第四章习题参考答案
1.解释下列概念：政治风险：政治风险来自于东道国未来政治变化的不确定性，和东道国政府对外国企业未来利益损害的不确定性。
它一般包括四类：总体政局风险，所有权/控制风险，经营风险，转移风险。
经营风险：它产生于企业对东道国政府控制性惩罚认识的不确定性。
它主要表现在对生产、销售、财务等经营职能方面的限制。
转移风险：它主要产生于对东道国政府限制经营所得和资本的汇出认识的不确定性。
转移风险还包括货币贬值的风险。
成文法：它源于罗马法制，它又称大陆法，最重要的特点是以法典为第一法律渊源，成文法系国家的司法不是依据法院以前的裁决，同样的条文，可能产生解释上的偏差。
习惯法：它又称不成文法或普通法。
它源于英国的法律体系，原属于英国殖民地的国家的法律体系都属习惯法系，最重要的特点是以传统导向为主，重视习惯和案例，过去案例的判决理由，对以后的案件有约束力，即所谓的先例原则。
仲裁：仲裁是比协调或调解更为正式化的解决争端的办法。
仲裁一般可以避免诉讼的缺点，裁决快、费用省。
过程秘密并且不存在敌意行为，对商誉没有破坏性影响。
2.营销是世界范围的活动，不应区分什么中国营销、法国营销等。
你同意这种观点吗？为什么？答：不同意。
营销确实存在一般性的原则，在运用这些原则时，由于各国政治经济法律等情况的不同，应该灵活运用。
在国际层面实现最优的营销组合，不仅要确保产品满足东道国文化的要求,另外一个重要因素在于东道国对市场的法律倾向，以及规制商业行为的无数法律法规。
3.试举例说明东道国政府外贸政策对国际营销的影响？答：可以以印度的外贸政策为例，以对营销组合的影响展开论述，该国在许多行业的贸易保护主义对国际市场竞争者造成了极大影响。
4.试举例说明国内法律对国际营销有何影响？答：可以以中国政府限制稀土出口政策对我国相关行业造成的影响为例。
5.有哪些类型的国际法律，它们对国际营销有何影响？答：保护消费者利益的立法，国际营销者必须保证其生产产品的质量，并承担对其生产或出售的产品所应承担的责任，保护消费者的合法权益；保护生产制造者和销售者的立法，国际营销者可以获得知识产权等方面的保护；保护公平竞争的立法，对国际营销者在竞争中的权力和要遵守的义务做了规定；调整国际间经济贸易行为的立法，决定了国际竞争者如何进入以及在东道国开展活动，发生纠纷时如何解决。
国际市场营销课后习题答案.
《国际市场营销理论与实务》（第2版）习题答案仅供参考第一章国际市场营销概述一、单项选择题C C B C B二、多项选择题1.ABDE2.ABCD3.ACDE三、简答题1.简述国际营销和国际贸易的异同（1）相同点。
国际市场营销与国际贸易都是以获得利润收入为目的而进行的跨越国境的经济活动。
（2）不同点。
①所依据的理论点不同；②商品(劳务)交换的行为主体不同；③强调重点不同；④商品(劳务)转移的形态不同；⑤国际市场营销涉及企业整体发展战略问题；⑥评价绩效的信息来源不同。
2.简述企业走向国际市场的主要动因（1）国际营销的竞争动因①避开竞争锋芒。
②追逐竞争对手。
③锻炼竞争能力。
④延长产品生命周期，发挥竞争优势。
（2）国际营销的资源动因①开发自然资源。
②利用劳动力资源。
③获取技术资源。
④赢取信息资源。
（3）国际营销的利润动因①通过规模效应，获得更大利润。
②利用资源优势，获得更大利润。
③利用优惠政策，获得更大利润。
同时，一些国家为了吸引外商投资，在税收等方面采取一系列优惠政策。
国际企业也可以通过东道国政府的优惠政策获得更大的收益。
3.试区别国营销、出口营销、国际营销、多国营销、全球营销（1）国营销。
国营销是指国市场为企业唯一的经营围，企业经营的目光、焦点、导向及经营活动集中于国消费者、国供应商、国竞争者。
其公司在国从事营销活动可能是有意识的、自觉的战略选择，活着是无意识的、不自觉的想躲避国外竞争者的挑战，有时甚至由于对外界环境的无知而造成“出口恐惧症”，对出口销售持消极态度。
（2）出口营销。
出口营销时期一般指20世纪第二次世界大战后至60年代。
但是，此阶段仍以出口产品为主组织国际市场营销活动，对国际市场调研、产品开发的自觉性还不够。
这是企业进入国际市场的第一阶段。
其目标市场是国外市场，企业在国生产产品到国外销售，满足国外市场需求。
在这一阶段产品与经验成为发展出口营销的关键。
同时，国际营销者还要研究国际目标市场，使产品适应每个国家的特殊要求。
国际市场营销课后习题答案.doc
《国际市场营销理论与实务》（第2版）习题答案仅供参考第一章国际市场营销概述一、单项选择题C C B C B二、多项选择题1.ABDE2.ABCD3.ACDE三、简答题1.简述国际营销和国际贸易的异同（1）相同点。
国际市场营销与国际贸易都是以获得利润收入为目的而进行的跨越国境的经济活动。
（2）不同点。
①所依据的理论点不同；②商品(劳务)交换的行为主体不同；③强调重点不同；④商品(劳务)转移的形态不同；⑤国际市场营销涉及企业整体发展战略问题；⑥评价绩效的信息来源不同。
2.简述企业走向国际市场的主要动因（1）国际营销的竞争动因①避开竞争锋芒。
②追逐竞争对手。
③锻炼竞争能力。
④延长产品生命周期，发挥竞争优势。
（2）国际营销的资源动因①开发自然资源。
②利用劳动力资源。
③获取技术资源。
④赢取信息资源。
（3）国际营销的利润动因①通过规模效应，获得更大利润。
②利用资源优势，获得更大利润。
③利用优惠政策，获得更大利润。
同时，一些国家为了吸引外商投资，在税收等方面采取一系列优惠政策。
国际企业也可以通过东道国政府的优惠政策获得更大的收益。
3.试区别国内营销、出口营销、国际营销、多国营销、全球营销（1）国内营销。
国内营销是指国内市场为企业唯一的经营范围，企业经营的目光、焦点、导向及经营活动集中于国内消费者、国内供应商、国内竞争者。
其公司在国内从事营销活动可能是有意识的、自觉的战略选择，活着是无意识的、不自觉的想躲避国外竞争者的挑战，有时甚至由于对外界环境的无知而造成“出口恐惧症”，对出口销售持消极态度。
（2）出口营销。
出口营销时期一般指20世纪第二次世界大战后至60年代。
但是，此阶段仍以出口产品为主组织国际市场营销活动，对国际市场调研、产品开发的自觉性还不够。
这是企业进入国际市场的第一阶段。
其目标市场是国外市场，企业在国内生产产品到国外销售，满足国外市场需求。
在这一阶段产品与经验成为发展出口营销的关键。
同时，国际营销者还要研究国际目标市场，使产品适应每个国家的特殊要求。
国际市场营销学习题及答案
精心整理一、单项选择题（本大题共15小题，每小题1分，共15分）在每小题列出的四个选项中只有一个选项是符合题目要求的，请将正确选项前的字母填在题后的括号内。
1.跨国营销是国际营销的发展阶段之一，一般认为该阶段始于（?）?）A.探索性研究B.描述性研究C.因果性研究D.预测性研究5.在选择目标市场的策略中，不追求在整体市场上占据最大市场份额的策略为（?）A.无差异性营销策略B.差异性营销策略C.集中性营销策略D.分散性营销策略6.在产品生命周期各阶段中，企业需要侧重于加强成本和质量控制，增强、维护产品和商标信誉的阶段是（?）A.投入期B.成长期C.成熟期D.衰退期?）10.按国际上的通常定义，下列项目中不属于服务产品的是（?）A.保险B.运输C.旅游D.技术专利11.在商品价格构成要素中，最基本、最主要的因素是（?）A.价值B.成本C.利润D.边际效用12.收购和创建是跨国公司对外投资的两种方式，与收购相比，创建这种方式的优点是（?）A.有利于迅速进入市场B.有利于扩大经营范围是（是（?）A.国际贸易公司B.出口直运批发商C.出口经营商D.国外设在本国的常驻采购商二、多项选择题（本大题共10小题，每小题2分，共20分）在每小题列出的五个选项中有二至五个选项是符合题目要求的，请将正确选项前的字母填在题后的括号内。
?多选、少选、错选均无分。
D.国际协议和国际组织E.合同19.国际市场微观细分的要求是（?）A.可衡量性B.可接近性C.稳定性D.足量性E.可实施性20.产品组合一致性是指各产品线在下列哪些方面的相似或相近程度（?）A.最终用途B.目标市场C.分销渠道23.在决定和影响跨国公司内部贸易发展的主要因素有（?）A.节约市场交易成本B.增加营销措施C.在世界范围内利用资源禀赋优势D.保护技术秘密E.调整公司资源配置24.国际促销组合的四种主要方式是（?）A.人员推销B.广告C.公共关系D.营业推广E.展览会四、简答题（本大题共4小题，每小题6分，共24分）29.国际市场营销战略规划的主要步骤是什么？30.新产品开发的基本程序是什么？31.直接出口方式的优点是什么？32.简述国际营销文化环境的构成要素。
国际市场营销第4章 国际市场营销的文化和社会环境 习题参考答案
第4章国际市场营销的文化和社会环境习题参考答案
一、选择题
1. AD
2. BC
3. ABCD
4. ABCD
5. ABC
6.ABD
7. ABC
8.ABD
9.ABD 10.CD
二、是非判断题
1. 错
2. 对
3. 对
4. 对
5. 对
6. 对
7. 错
8. 错
9. 对
10. 错
三、案例分析
1.结合案例，谈谈未来世界主导文化中中国文化的作用？
过去30年，中国被全球化，未来30年，世界格局改变的可能之一是全球被中国化，中国的崛起给全球带来多元、积极的元素，东方文明应该承担起自己的责任，中国传统文化传播广度和深度预期未来主导文化中中国文化占相当大权重。
2.中英文化对两国经贸合作的意义？
文化是价值观，是愿景。
经济的合作始于文化，文化博弈带动了异域的经济发展。
五千年的中国传统文化正在向全球传播，弘扬中国文化，中国文化深深吸引了包括英国在内的众多国家的目光。
中国很多方面超过了英国，中英关系的改善与深入合作意味着英国所代表的西方文明开始重新看待中国所代表的东方文明，背后的深层含义是两种文明开始出现的平等对话，是两种文明关系的调整，是对“普世价值”重新认识的开始，是对人类未来前景的重新展望。
中英
超越社会制度、文化传统、意识形态差异达成重要共识，决定共同构建中英面向21世纪全球全面战略伙伴关系，共同开启持久、开放、共赢的“黄金时代”。
国际市场营销学(顾春梅)习题与参考答案(新)
国际市场营销学(顾春梅)习题与参考答案(新) 第一章国际市场营销学导论 1、名词解释1.答:国际营销是指企业向一国以上的市场提供产品或劳务，在满足市场需求的基础上实现更大的经济利益的跨越国界的经济活动。
2.答:多国营销是指企业开始将国外市场作为目标市场，有计划地、系统地运用国际营销手段开拓国外市场。
3.答:全球营销是指企业将全球市场作为整体，从世界范围来筹划企业的营销行为，以求得企业的综合竞争优势，实现全球利益最大化。
4.答:跨国经营是国际营销的高级阶段，它是指企业向国外市场直接输出资本，通过在当地设立子公司或分支机构等形式，在国外直接从事产品的生产经营活动。
2、简答题2.答:国际营销活动的发展经历了出口营销?多国营销?全球营销等阶段。
出口营销、多国营销、全球营销是国际营销在不同发展阶段的活动，它们既有区别，又有联系。
4.答:国际营销与国内营销的基本原理相同，但由于国际营销活动需要跨越国界在一个完全陌生的环境下进行，使国际营销要比国内营销更为复杂和困难。
国际营销与国内营销的差别主要体现在以下几个方面:1)营销环境的差异性。
由于企业的营销活动从国内市场延伸到国外市场，市(场环境发生了很大变化。
(2)营销系统的复杂性。
构成国际营销系统的主要参与者，有的来自本国，有的来自东道国，还有的来自第三国。
而在国内市场上，这些参与者大多来自本国，因此营销系统较为简单。
(3)营销过程的不确定性。
由于环境差异，使各国的消费需求存在显著差异，从而使国际营销人员无法确切地把握国外市场的需求水平、需求构成、需求心理等，难以为之提供合适的产品、制定合理的价格、构建通畅的分销网络，也难以取得理想的促销效果。
1(4)营销管理的困难性。
国际营销管理的任务不仅在于把每一个国家的市场营销活动搞好，还需要对其在各国营销业务进行统一规划、控制与协调，使母公司和分散在世界各地的子公司的营销活动成为一个整体，实现总体利益最大化。
6.答:(1)进入国外市场。
国际市场营销学课后答案chapter 4 outline
Chapter 4International Marketing Research: Practices and Challenges1. Please Give the overview of Chapter 42. Please describe the Scope of International Marketing Research:3. What are the steps for international marketing research4. Please mention decision support systems for global marketing:5. Please complete the following terms:a. Brand Awareness Research:b. Brand Name Generation and Testing:c. Buyer Behavior Research:d. Causal Research:e. Channel Performance and Coverage Studies:∙Scope of International Marketing Research: There are several types of international marketing research: Research of market characteristics, buyer behavior research, product research, distribution research, promotion research, and pricing research, among others. ∙International Marketing Research Process: The steps for international marketing research are: Defining the research objectives, developing research plan, deciding on information sources, determining research approach, designing the data collection instrument, deciding on the sampling plan, and collecting and interpreting the information.∙Decision Support Systems for Global Marketing: A decision support system is a coordinated collection of data, tools, and techniques, complemented by supporting software designed for the gathering of business data.Brand Awareness Research: Research investigating how consumers’ knowledge and recognition of a brand name affect their purchasing behavior.Brand Name Generation and Testing: The testing of brand names and logos, necessary when companies market their products internationally.Buyer Behavior Research: Research examining brand preferences and brand attitudes. Causal Research: Research that examines cause-and-effect relationships.Channel Performance and Coverage Studies: Studies investigating whether existing channels are appropriate for communication, if channels exist at all, or whether they are appropriate for international marketing communications.1)False2)False3)TrueMultiple Choice1) A2) B3) B4) D5) C6) B7) D。
国际市场营销第4章 国际市场营销的文化和社会环境 习题
第 4 章国际市场营销的文化与社会环境习题一、选择题1. 美国企业的海外投资集中在下列哪些国家?( )A. 西欧B. 中国C. 俄罗斯D. 加拿大2. 准备在中国投资的外商更看重中国的条件是（）。
A. 人力成本B. 经营理念C. 价值观念D. 科技环境3. 国际营销者必须了解营销所在国的（）。
A. 地理知识B. 历史发展C. 风土人情D. 政治法律4. 下列哪些是文化的组成要素 ?( )A．物质B．语言C．教育D．价值观5. 社会组织包括（）。
A．亲属关系B．相关全体C．社会阶层D．自然人6. 从伦理学角度，下列（）属于不道德的行为。
A．贿赂B．竞争C．创新D．歧视7. 人们的生活方式 AIO 表述具体表现为( )。
A. 活动B. 关心事宜C. 思想见解D. 信仰8.世界的三大宗教是（）。
A. 佛教B. 基督教C. 印度教D. 伊斯兰教9.文化从结构层次上分为（）。
A. 表层文化B. 同层文化C. 中层文化D. 深层文化10. （）不属于物质文化。
A. 劳动对象B. 技术C. 自然物质D. 人二、是非判断题1. 中国三资企业纠纷较多，其中不少是因为薪酬问题。
2. 能否融入国际社会的根本前提是是否自愿接受国际社会中的主导文化。
3. 文化与社会包括除了政治、经济以外的一切内容。
4. 文化属于民族，凡是民族的最终必然是世界的。
5. 企业在创造利润，对股东负责，兼顾顾客利益的同时，还应该承担其社会责任。
6.价值观是个人或企业追求的的一种愿景。
7.文化的首要任务是建设好组织结构。
8.欧美属于高背景文化国家，中国属于低背景文化国家。
9.品牌相关的色彩和音乐会提升品牌价值。
10.权利差别大的社会认为，人们应该平等相处。
三、案例分析中英双方领导的交流每次出访，习近平主席都会安排丰富的人文交流活动。
2015 年10 月19 日至23 日，习近平主席应邀对英国进行国事访问，此次访英，习近平主席也身体力行地体验英国文化，与民众互动，增进了解。
《国际市场营销学》参考答案
《国际市场营销学》学员作业参考答案第一单元(第1—4章)作业题参考答案一、单项选择题1．A 2．D 3．C 4．B 5．B6．C 7．D 8．A 9．D 10．B11．D 12．B 13．A 14．C 15．A二、简答题1．答：国际市场营销(International Marketing)简称国际营销，是指在复杂的国际市场环境中，识别和确定国外消费者和用户的需要，并通过提供能满足这些需要的商品和劳务实现企业目标的整体营销活动。
2．答：一、拓宽企业的生存和发展空间，增强企业活力；二、外向型经济发展的需要；三、国外营销环境的吸引力；四、规避国际贸易壁垒的需要；五、利用外国资源、参与国际分工；六、接近市场，使产品更加适销对路；七、实现规模经济的需要。
3．答：企业遇到环境威胁时，一般有三种选择：一是抵抗，即设法限制或扭转不利因素的发展；二是减轻，即努力降低威胁的严重性；三是回避，即主动转移到较有利的其他市场。
4．答：国体；政体；政党制度；政府政策的稳定性；民族主义；行政效率及清廉程度。
5．答：各国关于广告的法律法规很多，归纳起来主要有以下几类：①对广告产品的限制。
②对广告的内容及真实性的限制。
③对于广告媒体的限制。
④对广告对象的限制。
⑤对广告时间的限制。
⑥对于广告税收的规定。
6．答：非关税措施主要有以下形式：进口配额、进口许可证制、政府采购条款、最低限价制、海关程序、各种复杂苛刻的标准与规定等。
7．答：技术环境对营销的影响主要体现在以下几个方面：1．对需求的影响。
2．对产品策略的影响。
3．对交易方式的影响。
4．对营销管理的影响。
5．对竞争战略的影响。
8．答：马斯洛将人们的需求按由低到高的顺序分成5个层次，即生理需求(衣、食、住)、安全需求(人身安全、健康保护)、社会需求(社交活动、归属感、友谊、爱情)、自尊需求(得到社会尊重和承认、自尊心获得满足)和自我实现需求(自我潜能极度发挥、追求理想的实现)。
9．答：1．确认需要、产生购买动机阶段。
国际市场营销 全球营销学每章课后习题答案
全球营销学第四版每章课后习题答案第一章Introduction to Global Marketing1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?P31、Surpass the competition at the task of creating perceived value for customers2、The Guide line is the value equation –Value = Benefits/Price (Money, Time, Effort, Etc.)P42.What is mean by “global localization”?（全球本土化策略）Is Coca-Cola a globalproduct? Explain.The phrase “global localization” represents an attempt to capture the spirit of the rallying cry for o rganizations in the 21st century, namely, “think globally, act locally.”Most people will agree that Coca-Cola is a global product by virtue of the fact that it is available in more than 195 countries in red cans bearing the distinctive signature style. It must be noted, however, that customer service efforts are adapted to the needs of particular markets, e.g., vending machines in Japan. Thus, Coca-Cola is both global and local.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world markets; 2. standardization versus adaptation is the extent to which each marketing mix element can be standardized or adapted in various country markets; 3. concentration of marketing activities is the extent to which activities related to marketing mix are performed in one or a few country locations; 4. coordination of marketing activities is the extent to which activities related to marketing mix are performed interdependently around the globe; 5. integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of world are interdependent.Examples: 1. Coke is the best-known, strongest brand, as the Coca-Cola Company, supporting its Coke, Fanta, and Powerade brands with marketing mix elements both that are globe and local, is adept at adapting sales promotion, distribution, and customer service efforts to local needs;2. Mcdonald’s business model is a restaurant system that can be set up virtually anywhere in the world and offers core menu items-hamburgers, French fries, and soft drinks-in most countries, and the company also customizes menu offerings according to local eating customs.4.How do the global marketing strategies of Harley-Davidson and Toyota differ?Harley-Davidson motorcycles are known the world over as “the” all-American motorcycle. Harley’s mystique and heritag e are associated with the USA. The company backs up this positioning with exports from two U.S. manufacturing locations. By contrast, Toyota builds some models (e.g., Camry and Avalon) for the U.S. market in the U.S., a fact that Toyota stresses in its American ad. Thus, Harley-Davidson serves global markets while sourcing locally, while Toyota’s strategy calls for serving world markets and using the world as a source of supply.5.Describe the difference between ethnocentric, polycontric, regiocentric, andgeocentric management orientations.The premise of an ethnocentric orientation is that home country products and management processes are superior. An ethnocentric company that neither sources inputs from, nor seeks market opportunities in the world outside the home country may be classified as an domestic company. A company that does business abroad while still presuming the superiority of the home country may be classified as an international company. Such a company would rely on an extension strategy whereby it would export, without adaptation, products designed for the domestic market.The polycentric orientation that predominates at a multinational company leads to aview of the world in which each country markets is different from the others. Local country managers operating with a high degree of autonomy adapt the marketing mix in a polycentric, multinational company. Managers who are regiocentric or geocentric in their orientations recognize both similarities and differences in world markets. Market opportunities are pursued using both extension and adaptation strategies. The regiocentric and geocentric orientations are characteristic of global transnational companies.OrEthnocentric orientation: home country is superior to the rest of the world, sees similarities in foreign countries，leads to a standardized or extension approach; Polycentric orientation: the opposite of ethnocentrism, each country in which a company does business is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; management`s goal is to develop an integrated regional strategy; Geocentric orientation：views the entire world as a potential market and strives to develop integrated world market strategies.6.Identify and briefly describe some of the forces that have resulted in increased globalintegration and the growing importance of global marketing.P21+Driving Forces：Regional economic agreements、Market needs and wants、TechnologyTransportation and communication improvements、Product development costs、Quality、World economic trends、LeverageRestraining Forces：Management myopia、Organizational culture、National controls 7.Define leverage and explain the different types of leverage utilized by companieswith global operations.Define leverage：P25第二章The Global Economic Environment1.Explain the difference between market capitalism, centrally planned capitalism,centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.Market capitalism is an economic system in which individuals and firms allocate resources and production resources are privately owned. (England).Centrally planned capitalism is an economic system in which command resource allocation is utilized extensively in an environment of private resource ownership. (Sweden)Centrally planned socialism, in this type of economic system, the state has broad powers to serve the public interest as it sees fit. (Former Soviet Union)Market socialism, in such a system, market allocation policies are permitted within an overall environment of state ownership. (China)2.What is a BEM? Identify the BEMs according to their respective stages of economicdevelopment.P53P56-583. A manufacture of satellite dishes is assessing the world market potential for hisproducts. He asks you if he should consider developing countries as potential markets.How would you advise him?Despite the difficult economic conditions in parts of developing countries, many nations will involve into attractive markets.One of marketing’s roles in developing countries is to focus resources on the task of creating and delivering products that are best suited to local needs and incomes. The role of marketing to indentify people’s needs and wants is the same in all countries, irrespective of level of economic development. It is also an opportunity to help developing countries join the information age.And P654.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs areranked. What does the result tell you in terms of the relevance of the index to global marketers?P52第三章Social and Cultural Environments1.What are some of the elements that make up culture? How do these find expression inyour native culture?Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguish one society from another.Culture is acted out in social institutions, such as, family, education, religion, government, business.2.What is the difference between a low-context culture and a high-context culture?Give an example of a country that is an example of each type and provide evidence for your answer.PPT 第四章4-63.How can Hofstede’s cultural typologies help Western marketers better understandAsian culture?P874.Explain the self-reference criterion(自我参照准则). Go to the library and findexamples of product failures that might have been avoided through the application of the SRC.Unconscious reference to one’s own cultural values; creates cultural myopia5.Briefly explain the social research of Everrtt Rogers regarding diffusion ofinnovations,……P94pare and contrast USA and Japan in terms of traditions and organizationalbehavior and norms.第四章The Legal and Regulatory Environments of Global Marketing1.What is sovereignty? What is it an important consideration in the politicalenvironment of global marketing?sovereignty2.Describe some of the sources of political risk. Specially, what forms can political risktake?Tension between aspirations and realityPrimarily occurs in lower and lower-middle income countries–Indonesia and economic crisisWhen political risk occurs in high income countries, it is generally due to a long-standing conflict–Northern IrelandP1423.Briefly describe some of the differences between the legal environment of a countrythat embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasons conflictsarise in the first place. Identify and describe several legal issues that relate to global commerce.Intellectual PropertyAntitrustContractualLicensing and Trade Secrets5.“See you in court” is one way to respond when legal issues arise. What otherapproaches are possible?LitigationFormal arbitration–Settles disputes outside of court–Groups agree to abide by panel’s decision1958 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards–Most important treaty regarding international arbitration第五章Global Information Systems and Market Research1.Explain two information technology puts powerful tools in the hands of globalmarketers.Modern IT tools provide the means for a company's marketing information system and research functions to provide relevant information in a timely, cost –efficient, and actionable manner.Electronic data interchange (EDI) allows business units to submit orders, to issue invoices, to conduct business electronically, Wal-Mart legendary for its EDI, save time and money, enables retailers to improve inventory management. Transaction formats are universalEfficient Consumer Response (ECR) This is in addition to EDI, an effort for retailers and vendors to work closely on stock replenishment(补充). ECR can be defined as a joint initiative by members of a supply chain to work toward improving and optimizing(最优化) aspects of the supply chain to benefit customersIntranet, Electronic Point of Sale (EPOS), Data Warehouses are also helping businesses improve their ability to target consumers and increase loyalty.2.What are the different modes of information acquisition? Which is the most importantfor gathering strategic information?3.4、Outline the basic steps of the market research process.5、What is the difference between existing, latent, and incipient demand? How mightthese differences affect the design of a marketing research project?Demand and profit potential, in turn, depend in part on whether the market being studied can be classifieds existing or potential. Existing markets are those in which customer needs are already being served by one or more companies. In some instances, there is no existing market to research and. information may be readily available. A latent market is in essence, an und iscovered segment .It’s a market in which demand would materialize if an appropriate product were made available. An incipient market is a market that will emerge if particular economic demographic, political, or sociocultural trend continues. A company is not likely to achieve satisfactory results if it offers a product in an incipient market before the trends have taken root.Market growth, brand loyalty, market segment, product, sales promotion, pricing, distribution, will be different in marketing research project.6.Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?A number of techniques are available for analyzing survey data.Factor analysis can be used to transform large amount of data into manageable units. It is useful in psychographic segmentation studies or creating perceptual maps; cluster analysis allows the researchers to group variables into clusters that maximize within-group similarities and between-group differences. It can be used to do global marketing research, to perform benefit segmentation, and to identify new product opportunities. Multi dimensional scaling is another technique for creating perceptual maps which is particular useful when there are many product to choose and consumers have difficulty in verbalizing their conceptions. Conjoint analysis is used to gain insights into the combination of features that will be the most attractive to consumers. It is useful when determines the values and utilities of the various levels of product features and plots them graphically.第六章Segmentation, Targeting, and Positioning1.differentiate the five basic segmentation strategies. Give an example of a companythat has used each one.P170-P1831、IncomePopulationsAge distributionGenderEducationOccupation2、Grouping people according to attitudes, value, and lifestyles3、4、Benefit segmentation focuses on the value equation–Value = Benefits / Price5、The population of many countries includes ethnic groups of significant size2.Explain the difference between segmenting and targeting.P200pare and contrast standardized, concentrated, and differentiated global marketing.Illustrate each strategy with an example from a global company.Standardized global marketing is mass marketing on a global scale with undifferentiated target marketing (Revlon International)Concentrated global marketing, involves devising a marketing mix to reach a niche. A niche is simply a single segment of the global market. (Germany`s Winter halter) Differentiated global marketing, represents a more ambitious approach than concentrated target marketing with multi-segment targeting and two or more distinct markets (Rover)4.5.What is positioning? Identify the different positioning strategies presented in thechapter and give examples of companies or products that illustrate each.Locating a brand in consumers’minds over and against competitors in terms of attributes and benefits that the brand does and does not offer.P192-1956.What is global consumer culture positioning? What other strategic positioningchoices do global marketers have?Identifies the brand as a symbol of a particular global culture or segment.P1967.What is high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.High-tech products are sophisticated technologically complex, and/or difficult to explain or understand, and frequently evaluated in terms of their performance against established objective standards. High-tech global consumer positioning also works well for special interest products associated with leisure of recreation.High-touch products, consumers are generally energized by emotional motives rather than rational ones, and frequently evaluated in terms of their performance against established subjective, aesthetic terms.Some products can be positioned using both strategies, with both satisfying buyers’ rational criteria and evoking an emotional response. Nokia, for example, combines technical performance with a fashion orientation.第七章Global Market Entry Strategies:1.What are the advantages and disadvantages of using licensing as a market entry tool?Give examples of companies from different countries that use licensing as a global marketing strategy.Advantages to LicensingProvides additional profitability with little initial investmentProvides method of circumventing tariffs, quotas, and other export barriersAttractive ROILow costs to implementDisadvantages to LicensingLimited participationReturns may be lostLack of controlLicensee may become competitorLicensee may exploit company resourcesP2062.What is foreign direct investment? What forms can FDI take?P209Partial or full ownership of operations outside of home countryForms:Joint ventures–Minority or majority equity stakes–Outright acquisition3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuable toFord---the physical assets or the name?P2154.What is meant by the phrase global strategic partnership? In what ways does this formof market entry strategy differ from more traditional forms such as joint ventures? Participants remain independent following formation of the allianceParticipants share benefits of alliance as well as control over performance of assigned tasksParticipants make ongoing contributions in technology, products, and other key strategic areasPPT3055.What are Keiretsu? How does this form of industrial structure affect companies thatcompete with Japan or that are trying to enter the Japanese market?PPT307书P2276.Which Strategic options for market entry or expansion would a small company belikely to pursue? A large company?StrategiesCompanies must decide to expand by:–Seeking new markets in existing countries–Seeking new country markets for already identified and served market segments第八章Product and Brand Decisions1.What is the difference between a product and a brand?A product is a good, service, or ideaBrandsBundle of images and experiences in the customer’s mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand ImageThe added value that accrues to a product as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time2.How do local, international, and global products differ? Cite examplesLocal Product is one that has achieved success in a single national market and represents the lifeblood of domestic companies. （Coca-cola, ginseng beverage only in Japan）International product is offered in several markets in a particular region (Euro-product, only in euro zone)Global product meets the wants and needs of a global market and is offered in all world regions (personal stereos)3.What are some of the elements that make up a brand? Are these elements tangible orintangible?IntangibleP2414.What criteria should global marketers consider when making product designdecisions?In many instances, packaging is an integral element of product-related design decisions. Packaging is designed to protect or contain the product during shipping；Labeling provides consumers with various types of information; Aesthetics differ around the world. Global marketers must understand the importance of visual aesthetics; Product Warranties is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure. Warranties can be used as a competitive tool5.How can buyer at titudes about a product’s country of origin affect marketing strategy?买家对于原产国的态度对营销策略有什么影响？Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries–Japan–Germany–France–ItalyP252-2546.Identify several global brands. What are some of the reasons for the global success ofthe brands you chose?Both products and brand are good……7.Briefly describe various combinations of product-communication strategies availableto global marketers. When is it appropriate to use each?Product-communication extension (dual extension) is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market. It used frequently with industrial (business to business) products.Product extension-communication adaptation strategy is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used frequently when consumer conceptions outside the home market are very different from domestic marketProduct adaptation-communication extension is an approach to global product planning is to extend, without change, the basic home-market communications strategy while adapting the product to local use or preference conditions. It used frequently when natural conditions outside the home market are very different from domestic market Product-communication adaptation (dual adaptation) strateg y is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the home market, environmental conditions or consumer preferences differ;第九章Pricing Decisions1.What are the basic factors that affect price in any market? What considerations enterinto the pricing decision?In global marketing, the task of setting prices is complicated by fluctuating exchange rates. Currency fluctuations can create significant problems and opportunities for the classic international company that exports from the home country.Inflation, or a persistent upward change in price levels, is a problem in many country markets. It can be caused by an increase in the money supply and currency devaluation. Governmental policies and regulations that affect pricing decisions include dumping legislation, resale price maintenance legislation, price ceilings, and general reviews of price levels.Pricing decisions are bounded not only by cost and nature of demand but also by competitive action.Competitive Behavior: If competitors do not adjust their prices in response to rising costs it is difficult to adjust your price to maintain operating margins; If competitors are manufacturing or sourcing I a lower-cost country, it may be necessary to cut prices to stay competitiveThe global marketer has several options for addressing the problem of price escalation orthe environmental factors described in the last section.2.Define the various types of pricing strategies and objectives available to globalmarketers.Market Skimming and Financial Objectives: Market Skimming charges a premium price which may occur at the introduction stage of product life cyclePenetration Pricing and Non-Financial Objectives: Penetration Pricing charges a low price in order to penetrate market quickly which appropriates to saturate market prior to imitation by competitors3.Identify some of the environmental constraints on global pricing decisions. Currency FluctuationsInflationary EnvironmentGovernment Controls, Subsidies, RegulationsCompetitive BehaviorSourcing4.Why do price differences in world markets often lead to gray marketing?Because price differences in world markets lead to trademarked products are exported from one country to another where they are sold by unauthorized persons or organizationsGray marketing occurs when product is in short supply, when producers use skimming strategies in some markets, and when goods are subject to substantial mark-ups 5.What is dumping? Why was dumping such an important issue during the UruguayRound of GATT negotiations?Sale of an imported product at a price lower than that normally charged in a domestic market or country of origin.P2966.What is transfer price? Why is it an important issue for companies with foreignaffiliates(外国子公司)? Why did transfer pricing in Europe take on increased importance in 1999?The transfer price is that Pricing of goods, services, and intangible property bought and sold by operating units or divisions of a company doing business with an affiliate in another jurisdiction.P2997.What is the difference between ethnocentric, polycontric, and geocentric pricingstrategies? Which one would you recommend to a company that has global market aspirations?P291-292 PPT240-242pare and contrast the different forms of countertrade.Countertrade occurs when payment is made in some form other than moneyOptions–BarterThe least complex and oldest form of bilateral, non-monetary counter-tradeA direct exchange of goods or services between two parties–Counter-purchase P303-304–Offset–Compensation trading–Cooperation agreements–Switch trading第十章Global Marketing Channels and Physical Distribution1.In what ways can channel intermediaries create utility for buyers?ObjectivesMarketing channels exist to create utility for customers–Place utility -availability of a product or service in a location that is convenient to a potential customer–Time utility -availability of a product or service when desired by a customer–Form utility -availability of the product processed, prepared, in proper condition and/or ready to use–information utility -availability of answers to questions and general communicationabout useful product features and benefits2.What factors influence the channel structures and strategies available to globalmarketers?B2CThe characters of both buyers and products have an important influence on channel design.The number of individual buyers and their geographic distribution, income, shopping habits and different channel approaches.Products characters such as degree of standardization, perishability, bulk, service requirements, and unit price have an impact as well.Channels tends to be longer as the number of consumers to be served increases and the price per unit decreases. Bulky products usually require channel arrangements that minimize the shipping distances and the number of times products change hands before they reach the ultimate customer.B2BAs is true with consumer channels, product and consumer characteristics have an impact on channel structure. Three basic elements are involved: the manufacture's sales force, distributors or agents and wholesalers.Channel strategy in a global marketing program must fit the company's competitive position and overall marketing objectives in each national market.market factors: consumer profiles, market size and location of country.3.What is cherry picking? What approaches can be used to deal with this problem?P323pare and contrast the typical channel structures for consumer products andindustrial products.P340 PPT252-2555.Identify the different forms of retailing and cite an example of each form. Identifyretailers from as many different countries as you can.PPT258-259 P3256.Identify the four retail market expansion strategies discussed in the text. What factorsdetermine the appropriable mode?Organic–Company uses its own resources to open a store on a green field site or acquire one or more existing retail facilitiesFranchise–Appropriate strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structuresChain Acquisition–A market entry strategy that entails purchasing a company with multiple existing outlets in a foreign countryJoint Venture–This strategy is advisable when culturally distant, difficult-to-enter markets are targeted 7.What special distribution challenges exist in Japan? What is the best way for anon-Japanese company to deal with these challenges?第十一章Global Marketing Communications Decisions:Advertising and Public Relations1.In what ways can global brands and global advertising campaigns benefit a company? P3482.How does the “standardized versus localized” debate apply to advertising?Four difficulties that compromise an organization’s communicat ion efforts–The message may not get through to the intended recipient.–The message may reach the target audience but may not be understood or may even be misunderstood.–The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender.–The effectiveness of the message can be impaired by noise.。
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第4章国际市场营销的文化和社会环境习题参考答案
一、选择题
1. AD
2. BC
3. ABCD
4. ABCD
5. ABC
6.ABD
7. ABC
8.ABD
9.ABD 10.CD
二、是非判断题
1. 错
2. 对
3. 对
4. 对
5. 对
6. 对
7. 错
8. 错
9. 对
10. 错
三、案例分析
1.结合案例，谈谈未来世界主导文化中中国文化的作用？
过去30年，中国被全球化，未来30年，世界格局改变的可能之一是全球被中国化，中国的崛起给全球带来多元、积极的元素，东方文明应该承担起自己的责任，中国传统文化传播广度和深度预期未来主导文化中中国文化占相当大权重。
2.中英文化对两国经贸合作的意义？
文化是价值观，是愿景。
经济的合作始于文化，文化博弈带动了异域的经济发展。
五千年的中国传统文化正在向全球传播，弘扬中国文化，中国文化深深吸引了包括英国在内的众多国家的目光。
中国很多方面超过了英国，中英关系的改善与深入合作意味着英国所代表的西方文明开始重新看待中国所代表的东方文明，背后的深层含义是两种文明开始出现的平等对话，是两种文明关系的调整，是对“普世价值”重新认识的开始，是对人类未来前景的重新展望。
中英
超越社会制度、文化传统、意识形态差异达成重要共识，决定共同构建中英面向21世纪全球全面战略伙伴关系，共同开启持久、开放、共赢的“黄金时代”。