keegan01-Introduction to Global Marketing(Global Marketing,Keegan and Green)
运筹学课程课件
中原工Zhongyuan University of TechnologyCourse SyllabusDecember 5Note: Each student should print out this course syllabus and bring it to each class session. COURSE TITLE: Principles of Marketing: A Global PerspectiveINSTRUCTOR: William Teng, Ph.D., CFACONTACT: wyteng@FACULTY BIO: Dr. William Teng received his Ph.D. in Economics and Finance from the University of Memphis in Tennessee. Dr. Teng also holds the designations of Chartered Financial Analyst (CFA). Dr. Teng has more than fifteen years of teaching experience at both the undergraduate and the graduate levels. He has published research papers in the International Journal of Service Science, Information Technology Journal, and Economics System.TEXTBOOK:Keegan, Warren, Global Marketing, 8th edition, Prentice-Hall, 4LEARNING OUTCOMES:Upon successful course completion, students should be able to:1. Identify the principles of marketing and explain the impact these principles have on the global economic, social/cultural, legal/political, and regulatory environment.2. Identify regional economic markets and explain how to qualify and quantify potential opportunities using research, segmentation, and targeting techniques.3. Explain how marketing ‘mix’ decisions – product, price, physical distribution, promotion – impact a global marketing strategy.4. Explain the strengths and weaknesses of a company’s global marketing plan.COURSE OUTLINE:The outline included below is subject to change. Class assignments and complete listing of readings and assignment questions for each class will be discussed in class.DAY 1: CHAPTERS 1 AND 2Chapter 1: Introduction to Global MarketingGlobal marketing’s importance today is shaped by the interplay of several driving and restraining forces. The former includes market needs and wants, technology, transportation and communication improvements, product costs, quality, world economic trends, and recognition of opportunities to develop leverage by operating globally. Restraining forces include market differences, management myopia, organizational culture, and national controls. After you complete this section, you should be able to answer the following questions:1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?2.What is meant by “global localization?” Is Coca-Cola a global product? Explain.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.Chapter 2: The Global Economic EnvironmentThe economic environment is a major determinant of global market potential and opportunity. In today’s global economy, capital movements are the driving force, and production is uncoupled from employment. Based on patterns of resource allocation and ownership, the world's economies can be categorized as market capitalism, centrally-planned capitalism, centrally-planned socialism, and market socialism. The final years of the 20th century were marked by transitions toward market capitalism in many countries that had been centrally controlled. After you complete this section, you should be able to answer the following questions:1.Why are Brazil, Russia, India, and China (BRIC) highlighted in this chapter?Identify the current stage of economic development for each BRIC nation.2. A manufacturer of satellite dishes is assessing the world market potential for hisproducts. He asks you if he should consider developing countries as potentialmarkets. How would you advise him?3. A friend is distressed to learn that America's merchandise trade deficit hit a record$780 billion in 5. You want to cheer your friend up by demonstrating that thetrade picture is not as bleak as it sounds. What do you say?Homework Assignment:Case Study: McDonald’s Expands Globally While Adjusting Its Local Recipe.On Tuesday, before the class starts, each team is to submit a printed PowerPoint slide set containing the team’s response to the case questions listed below. Meanwhile, several teams will be randomly selected to give oral reports to the class. Therefore, each team ought to prepare to give an oral presentation while working on the PowerPoint slide set.Case Overview:Today, McDonald’s golden arches are one of the most recognized symbols in the world, just behind the Olympic rings. While growth within the U.S. has slowed, the picture outside the U.S. has appeared brighter until recently. However, globally, taste profiles and consumer desires are changing. McDonald’s has responded to these changes by altering their basic products (when necessary) to fit the requirements of the local markets. While not always successful, it has proven to be a winning strategy. Completely answer the following questions in your PowerPoint slide set.1.Identify the key elements in McDonald’s globa l marketing strategy (GMS). Inparticular, how does McDonald’s approach the issue of standardization?2.Do you think government officials in developing countries such as Russia, China,and India welcome McDonald’s? Do consumers in these countries welcomeMcD onald’s? Why or why not?3.Is it realistic to expect that McDonald’s can expand globally without occasionallymaking mistakes or generating controversy? Why do anti-globalization protesters around the world frequently target McDonald’s?DAY 2: CHAPTERS 7 AND 10Chapter 7: Segmentation, Targeting, and PositioningAfter marketers have identified segments, the next step is targeting: The identified groups are evaluated and compared, and one or more segments with the greatest potential is selected from them. The groups are evaluated on the basis of several factors, including segment size and growth potential, competition, and compatibility and feasibility. Positioning a product or brand to differentiate it in the minds of target customers can be accomplished in various ways: positioning by attribute or benefit, positioning byquality/price, positioning by use or user, and positioning by competition. After you complete this section, you should be able to answer the following questions:1.American Isuzu Motors recently introduced the AXIOM SUV in the United Stateswith a base sticker price of $25,985. The base price for a Honda CRV is $18,750;prices for Toyota's RAV4 start at $16,365. Assess Isuzu's decision to target theU.S. market for sport utility vehicles.2.What is positioning? Identify the different positioning strategies presented in thechapter and give examples of companies or products that illustrate each.3.What is a high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.Chapter 10: Product and Branding DecisionsA brand is a complex bundle of images and experiences in the mind of the customer. In most countries, local brands compete with international brands and global brands. A global product meets the wants and needs of a global market. A global brand has the same name and a similar image and positioning in most parts of the world. Many global companies leverage favorable brand images and high brand equity by employing combination (tiered) branding, co-branding, and brand extension strategies. Companies can create strong brands in all markets through global brand leadership. After you complete this section, you should be able to answer the following questions:1.What are some of the elements that make up a brand? Are these elements tangibleor intangible?2.Identify several global brands. What are some of the reasons for the globalsuccess of the brands you chose?pare and contrast the three categories of innovation discussed in the chapter.Which type of innovation do flat panel widescreen HDTVs represent? Homework Assignment:Case Study: Carmakers Target Gen YOn Wednesday, before the class starts, each team is to submit a printed PowerPoint slide set containing the team’s response to the case questions listed below. Meanwhile, several teams will be randomly selected to give oral reports to the class. Therefore, each team ought to prepare to give an oral presentation while working on the PowerPoint slide set.Case Overview: Due to the projected growth of Generation Y individuals coming into the work force, world automakers are switching their attention to Gen Y. Gen Y has a high market potential for Japanese cars that are associated by youth with “coolness.” Toyota, Honda and Hyundai make use of multiple marketing strategies to provide themselves with new customers. One of those strategies, creating car models especially for young people, such as Toyota’s Scion and Honda’s Elements, proves to be effective.1.Why are Japanese automakers targeting Gen Y?2.Do you think Honda and Toyota are using the right strategy by creating newvehicles such as the Element and the Scion (See the photos above)?3.Do you agree with To yota’s decision to limit the number of Scion vehiclesavailable for sale?DAY 3: CHAPTER 11 AND 16Chapter 11: Pricing DecisionPricing decisions are a critical element of the marketing mix that must reflect costs, competitive factors, and customer perceptions regarding value of the product. In a true global market, the law of one price would prevail. Pricing strategies include market skimming, market penetration, and market holding. Novice exporters frequently use cost-plus pricing. International terms of a sale such as ex-works, F.A.S., F.O.B., and C.I.F. are known as Incoterms and specify which party to a transaction is responsible for covering various costs. These and other costs lead to price escalation, the accumulation of costs that occurs when products are shipped from one country to another. Expectations regarding currency fluctuations, inflation, government controls, and the competitive situation must also be factored into pricing decisions. After you complete this section, you should be able to answer the following questions:1.Define the various types of pricing strategies and objectives available to globalmarketers.2.What is dumping? Why was dumping such an important issue during the UruguayRound of GATT negotiations?3.If you were responsible for marketing CAT scanners worldwide (average price,$1,,000) and your country of manufacture was experiencing a strong andappreciating currency against almost all other currencies, what options areavailable to you to maintain your competitive advantage in world markets? Chapter 16: Strategic Elements of Competitive AdvantageAccording to Porter's five forces model, industry competition is a function of the threat of new entrants, the threat of substitutes, the bargaining power of suppliers and buyers, and rivalry among existing competitors. Porter's generic strategies model can be used by managers to conceptualize possible sources of competitive advantage. A company can pursue broad market strategies of low cost and differentiation or the more targeted approaches of cost focus and focused differentiation.1.Identify the five driving forces to determine the business landscape of an industry.2.Explain how each of the five forces affects the average profitability in an industry.3.Identify the sources of competitive advantage of a firm.EVALUATION:The breakdown of course grade is as follows.1. Homework Assignments & Presentations (2) 80%2. Attendance and Class Participation 20%Total: 100%Grades: A = (90-100); B = (80-89); C = (70-79); D = (60-69); F = (0-59) ACADEMIC INTEGRITYStudents are expected maintain high standards of academic integrity in all work for this course and are expected to demonstrate their own mastery of the subject material on projects and case work. Students are expected to develop good working relationships with other members of the class. Dishonesty in any work may result in the grade of F forthe course. Plagiarism is a form of academic dishonesty that may result in the same penalty.ATTENDANCEThe course consists of three-day scheduled class meetings. Students are expected to attend all class sessions and to actively participate in all class discussions.。
全球营销-基坎-第六版-第十七章题库-答案
Global Marketing, 6e (Keegan/Green)Chapter 17 Leadership, Organization, and Corporate Social Responsibility1) Unilever Group Chief Executive Patrick Cescau wanted to reconnect the company with its heritage of sustainability and concern for the environment. This and other values reflect Unilever's philosophy of "doing well by doing good."Answer: TRUEDiff: 2 Page Ref: 5162) During his years as chief executive of GE, Jack Welch discovered that many employees resisted his ideas about the need to globalize the company.Answer: TRUEDiff: 2 Page Ref: 5183) At companies with a global orientation, the best person for top executive positions is generally considered to be a person born in the headquarters country.Answer: FALSEDiff: 2 Page Ref: 518AACSB: Reflective Thinking4) Although PepsiCo is faced with weak demand in the United States, the snack-and-beverage giant depends on its fast-growing international division.Answer: TRUEDiff: 2 Page Ref: 519AACSB: Reflective Thinking5) According to Hamel and Prahalad, the most successful business leaders are those who view their organizations as a "portfolio of businesses."Answer: FALSEDiff: 2 Page Ref: 520AACSB: Reflective Thinking6) According to Hamel and Prahalad, the most successful business leaders are those who view their organizations as a "portfolio of competencies."Answer: TRUEDiff: 2 Page Ref: 520AACSB: Reflective Thinking7) A Brazilian, Carlos Ghosn, and executive in the company, was required to move aggressively to cut costs and make drastic changes in Nissan's structure.Answer: TRUEDiff: 3 Page Ref: 5198) PepsiCo's fast growing international division reported snack sales to be particularly strong in Mexico and Russia.Answer: TRUEDiff: 2 Page Ref: 519AACSB: Reflective Thinking9) Even companies with years of experience competing around the globe find it necessary to adjust their organizational designs in response to environmental change.Answer: TRUEDiff: 2 Page Ref: 522AACSB: Reflective Thinking10) No single correct organizational structure exists for global marketing.Answer: TRUEDiff: 2 Page Ref: 522AACSB: Reflective Thinking11) As markets globalize and as Japan opens its own market to more competition from overseas, more Japanese companies are likely to break from traditional organization patterns.Answer: TRUEDiff: 2 Page Ref: 522AACSB: Reflective Thinking12) A geographically dispersed company cannot limit its knowledge to product, function, and the home territory..Answer: TRUEDiff: 2 Page Ref: 522AACSB: Reflective Thinking13) Suppose a Japanese company has independent subsidiaries in several European nations. As the need for coordination of planning and control activities increases, a matrix design should be implemented.Answer: FALSEDiff: 2 Page Ref: 522AACSB: Reflective Thinking14) Suppose a Japanese company has independent subsidiaries in several European nations. As the need for coordination of planning and control activities increases, a regional management center should be established.Answer: TRUEDiff: 2 Page Ref: 522AACSB: Reflective Thinking15) Successful companies, the real global winners, must have both good strategies and good execution..Answer: TRUEDiff: 1 Page Ref: 52316) New forms of flexibility, efficiency, and responsiveness are required to meet the demands of globalizing markets.Answer: TRUEDiff: 2 Page Ref: 523AACSB: Reflective Thinking17) When business is conducted in a single region that is characterized by differences in economic, social, geographical, and political conditions, there is both justification and need for a management center.Answer: FALSEDiff: 2 Page Ref: 526AACSB: Reflective Thinking18) A major advantage of a regional center is its cost.Answer: FALSEDiff: 2 Page Ref: 52619) GE is managing its worldwide organization as a network, not a centralized hub with foreign appendages.Answer: TRUEDiff: 2 Page Ref: 528AACSB: Reflective Thinking20) Both Gillette and Ericsson reorganized themselves into matrix organizations.Answer: TRUEDiff: 2 Page Ref: 528AACSB: Reflective Thinking21) The matrix organization requires a fundamental change in management behavior, organizational culture, and technical systems.Answer: TRUEDiff: 2 Page Ref: 528-530AACSB: Analytic Skills22) There is general agreement that the matrix design is the single best organization structure for global marketing.Answer: FALSEDiff: 2 Page Ref: 528-530AACSB: Reflective Thinking23) The lean production techniques that have revolutionized the automobile industry were pioneered by German auto makers.Answer: FALSEDiff: 2 Page Ref: 531AACSB: Reflective Thinking24) "Build to inventory to reduce unit costs" and "inspect at end of process" are two assumptions associated with traditional approaches to automobile manufacturing.Answer: TRUEDiff: 2 Page Ref: 531-532AACSB: Reflective Thinking25) "Minimize inventory to cut costs and waste" and "inspect to prevent defective production" are two assumptions associated with lean production in automobile manufacturing.Answer: TRUEDiff: 2 Page Ref: 531-532AACSB: Reflective Thinking26) Toyota Production system (TPS), as the Japanese company's manufacturing methods are known, achieves efficiencies by following a lean production system.Answer: TRUEDiff: 2 Page Ref: 531-532AACSB: Reflective Thinking27) The differences between lean producers and U.S. mass producers in the way they deal with their respective dealers, distributors, and customers are as dramatic as the differences in the way they deal with their suppliers.Answer: TRUEDiff: 3 Page Ref: 531-532AACSB: Reflective Thinking28) The U.S. mass producers focus on short-term income and return on investment, whereas Japanese see the process in terms of the long-term perspective.Answer: TRUEDiff: 3 Page Ref: 531-532AACSB: Reflective Thinking29) Once a Japanese dealership gets a customer, it is absolutely determined to hang on to that customer for life.Answer: TRUEDiff: 3 Page Ref: 533-534AACSB: Reflective Thinking30) Today's chief executive must have good understanding and responding to the concerns and interests of a variety of stakeholders.Answer: TRUEDiff: 2 Page Ref: 535-536AACSB: Reflective Thinking31) A stakeholder is any group or individual that is affected by, or takes an interest in, the policies and practices adopted by an organization.Answer: TRUEDiff: 2 Page Ref: 535-536AACSB: Reflective Thinking32) Primary stockholders include top management, employees, customers, media, and persons holding stock in the company.Answer: FALSEDiff: 1 Page Ref: 535-536AACSB: Reflective Thinking33) In developing countries, globalization's opponents accuse companies of placing intellectual property rights ahead of human rights.Answer: TRUEDiff: 2 Page Ref: 536AACSB: Reflective Thinking34) Corporate social responsibility (CSR) refers to a company's obligation to pursue goals and policies that are in a company's best interest.Answer: FALSEDiff: 2 Page Ref: 536-537AACSB: Reflective Thinking35) Timberland Company unveiled a "nutritional label" on its footwear boxes as a means of communicating its corporate social responsibility commitment to consumers.Answer: TRUEDiff: 2 Page Ref: 537AACSB: Reflective Thinking36) A multinational firm must rely on individual country managers to address Corporate Social Responsibility (CSR) issues on an ad hoc basis.Answer: TRUEDiff: 2 Page Ref: 537-538AACSB: Reflective Thinking37) As retail gasoline prices soared in the United States following the devastation of Hurricane Katrina, BP, Royal Dutch Shell, and other companies were accused of gouging.Answer: TRUEDiff: 2 Page Ref: 539AACSB: Reflective Thinking38) According to one study in 2004, CEOs in the United States were paid 431 times more than the average worker.Answer: TRUEDiff: 2 Page Ref: 53939) Despite the fact that Starbucks is widely admired for forward-thinking management policies, Global Exchange pressed the company to further demonstrate its commitment to social responsibility by selling Fair Trade coffee.Answer: TRUEDiff: 2 Page Ref: 539AACSB: Analytic Skills40) One of the Corporate Social Responsibility (CSR) initiatives by IKEA's primary carpet supplier in India is to monitor subcontractors to ensure that they do not employ children. Answer: TRUEDiff: 2 Page Ref: 540AACSB: Reflective Thinking41) According to Carly Florina, former CEO of Hewlett-Packard, leadership is about:A) hierarchy.B) title.C) status.D) connecting.E) bragging.Answer: DDiff: 2 Page Ref: 517-518AACSB: Reflective Thinking42) In addition to "selling" their visions, top management at both Whirlpool and GE face the formidable task of building:A) their company stature.B) physical layout and design.C) a cadre of globally oriented managers.D) a cadre of loyal customers.E) access to distribution channels.Answer: CDiff: 2 Page Ref: 518AACSB: Reflective Thinking43) Which of the following is true?A) The number of Japanese businesspersons fluent in English working in the U.S. exceeds the number of American businesspersons fluent in Japanese working in Japan.B) The number of American businesspersons fluent in Japanese working in Japan exceeds the number of Japanese businesspersons fluent in English working in the U.S.C) The number of Japanese businesspersons working in the U.S. who are fluent in English is about equal to the number of American businesspersons working in Japan who are fluent in Japanese.D) Fewer than 1,000 Japanese businesspersons working in the U.S. are fluent in English. Answer: ADiff: 2 Page Ref: 518-519AACSB: Multicultural and Diversity44) The ability to speak foreign languages is one difference between managers born and raised in the United States and those born and raised elsewhere. Which is true and reflects the earlier statement?A) There are 200 million Chinese children studying English.B) There are 24 million American children studying Chinese.C) There are 200 million Indian children studying Chinese.D) Chinese managers study English as much as Chinese.E) There are equal numbers of American and Chinese children studying English.Answer: ADiff: 2 Page Ref: 518-519AACSB: Multicultural and Diversity45) Marjorie Scardino is chief executive of:A) Nissan Motor (Japan).B) Pearson PLC (Great Britain).C) Ford Motor Company (USA).D) Pharmacia Corporation (USA).E) Atlas Copco AB (Sweden).Answer: BDiff: 2 Page Ref: 519AACSB: Reflective Thinking46) Which of the following has an American woman as the chief executive?A) Nissan Motor (Japan)B) Pearson PLC (Great Britain)C) Ford Motor Company (USA)D) Pharmacia Corporation (USA)E) Atlas Copco AB (Sweden)Answer: BDiff: 2 Page Ref: 519AACSB: Reflective Thinking47) Brazilian Carlos Ghosn is chief executive of:A) Nissan Motor (Japan).B) Pearson PLC (Great Britain).C) Ford Motor Company (USA).D) Pharmacia Corporation (USA).E) Atlas Copco AB (Sweden).Answer: ADiff: 2 Page Ref: 519AACSB: Reflective Thinking48) Fred Hassan, a native of Pakistan, is chief executive of:A) Nissan Motor (Japan).B) Pearson PLC (Great Britain).C) Ford Motor Company (USA).D) Schering-Plough (USA).E) Atlas Copco AB (Sweden).Answer: DDiff: 2 Page Ref: 519AACSB: Reflective Thinking49) According to Prahalad and Hamel a core competence has all of the following characteristics except:A) potential access to a wide variety of markets.B) a significant contribution to perceived customer benefits.C) it is easy for competitors to imitate.D) benefits to customers.E) it is difficult for competitors to imitate.Answer: CDiff: 2 Page Ref: 520AACSB: Reflective Thinking50) Indra Nooyi, chairman and chief executive of PepsiCo is faced with all of the following except:A) rising prices for raw materials in the United States.B) a weak demand for carbonated soft drinks in the United States.C) a rapidly growing international division.D) a strong snack sales in Mexico and Russia.E) a decrease in sales in the Middle East and Argentina.Answer: EDiff: 2 Page Ref: 519AACSB: Reflective Thinking51) According to David Whitwam, former CEO of Whirlpool, one must create an organization whose people are:A) adept at exchanging ideas.B) absolutely free of the 'not-invented here' syndrome.C) constantly working together to identify best global opportunities.D) working together to solve the biggest global problems.E) can adapt to systems across borders.Answer: DDiff: 2 Page Ref: 522AACSB: Analytic Skills52) Which of the following is the best organization structure for global marketing?A) international division structureB) matrixC) geographic structureD) worldwide product division structureE) There is no single "best" structure for global marketing.Answer: EDiff: 2 Page Ref: 522-523AACSB: Analytic Skills53) In today's dynamic global competitive environment, organizations need to develop new forms of:A) ethnocentrism and myopia.B) flexibility, efficiency, and responsiveness.C) export department structure.D) self-reference criterion.E) geographic structure.Answer: BDiff: 2 Page Ref: 522-523AACSB: Reflective Thinking54) Which global marketing expert recommends an organization design based on a "global superstructure" that views the world in terms of 30 regions?A) Paul KrugmanB) Kenichi OhmaeC) Tom PetersD) Michael PorterE) Kazuo InamoriAnswer: DDiff: 2 Page Ref: 522-523AACSB: Reflective Thinking55) As a company's initial international business involvement becomes too much for a single manager or export department to handle, the next step is typically to establish a(n):A) matrix structure.B) international division structure.C) geographic structure.D) worldwide product division structure.E) regional management center.Answer: BDiff: 2 Page Ref: 524-526AACSB: Reflective Thinking56) Which of the following does not contribute to the establishment of an international division?A) top management commitment that justifies an organizational unit headed by a senior managerB) complexity of international operations requires unit with authority to make its own decisionsC) Management recognizes the need for internal specialists.D) Management lacks desire to scan the globe for opportunities and threats.E) Pressure to assemble a staff that will take the responsibility to coordinate.Answer: DDiff: 2 Page Ref: 524-526AACSB: Reflective Thinking57) A company with headquarters in the United States and operational units in the Netherlands, France, Italy, and Spain would be well advised to consider establishing a(n):A) matrix structure.B) international division structure.C) geographic structure.D) worldwide product division structure.E) regional management center.Answer: EDiff: 2 Page Ref: 526AACSB: Reflective Thinking58) A company with headquarters in Europe and operational units in Canada, the United States, and Mexico would be well advised to consider establishing a(n):A) matrix structure.B) international division structure.C) geographic structure.D) worldwide product division structure.E) regional management center.Answer: EDiff: 2 Page Ref: 526AACSB: Reflective Thinking59) The advantages that a regional management center can offer a company includes all of the following except:A) pan-regional decision making.B) coordinated regional planning.C) considerable cost saving.D) coordinated control.E) coordinated decision making.Answer: CDiff: 2 Page Ref: 526AACSB: Reflective Thinking60) One of the potential drawbacks of a regional management center is that:A) pan-regional coordination efforts can suffer.B) the cost can be prohibitive.C) the company may lose its "insider" advantage.D) regional management may take a one-sided approach when implementing corporate objectives.E) lack of coordinated decision making.Answer: BDiff: 2 Page Ref: 526AACSB: Reflective Thinking61) Under the geographical and product division structures, for the company with French origins, France is:A) the headquarter country market.B) simply another geographic market.C) European market.D) divisional market.E) product market.Answer: BDiff: 2 Page Ref: 526-527AACSB: Reflective Thinking62) The organization design in which an employee reports to both a country manager and a functional manager is a(n):A) matrix structure.B) international division structure.C) geographic structure.D) worldwide product division structure.E) regional management center.Answer: ADiff: 2 Page Ref: 528-530AACSB: Reflective Thinking63) Which form of organization design is capable of integrating geographic knowledge, product knowledge, functional competencies, and customer knowledge?A) matrix structureB) international division structureC) geographic structureD) worldwide product division structureE) regional management centerAnswer: ADiff: 2 Page Ref: 528-530AACSB: Reflective Thinking64) Boeing has reorganized its commercial transport design and manufacturing engineers from functional lines into a matrix organization. This new design is expected to all but one of the following benefits:A) lower costs and quicken updates.B) facilitate problem solving.C) unite engineering and manufacturing processes.D) provide customer contacts.E) enhance product consistency.Answer: DDiff: 2 Page Ref: 528-530AACSB: Reflective Thinking65) Having established that the matrix is appropriate, management can expect the matrix to integrate the following competency on a worldwide basis.A) geographic knowledgeB) product knowledge and know-howC) functional competence in finance, production and marketingD) knowledge of customer or industry and its needsE) all of the above are competenciesAnswer: BDiff: 2 Page Ref: 528-530AACSB: Reflective Thinking66) Which global company has dissolved its matrix structure in order to achieve "greater speed and efficiency by further focusing and flattening the organization?"A) WhirlpoolB) Levi StraussC) Pearson PLCD) ABBE) GilletteAnswer: DDiff: 2 Page Ref: 529AACSB: Reflective Thinking67) The key to successful matrix management is ensuring that managers are able to:A) adopt a matrix design.B) adhere to matrix structure.C) maintain technical systems.D) resolve conflicts and achieve integration.E) preserve existing organizational culture.Answer: DDiff: 2 Page Ref: 529AACSB: Reflective Thinking68) Which of the following does not belong in a list of traditional assumptions about automobile manufacturing?A) maximize machine utilizationB) fixed set up timesC) build to inventory to reduce unit costD) outsource from supplier specialistsE) inspection at the end of the processAnswer: DDiff: 2 Page Ref: 531AACSB: Reflective Thinking69) Which of the following are traditional assumptions about automobile manufacturing?A) maximize machine utilizationB) fixed set up timesC) build to inventory to reduce unit costD) maximize backwards integrationE) all of the aboveAnswer: EDiff: 2 Page Ref: 531AACSB: Reflective Thinking70) Which of the following assumptions does not belong in a list of characteristics of lean production?A) labor is more costly than machinesB) set up time can be reducedC) minimize inventory to cut costs, wasteD) maximize backwards integrationE) inspection to prevent defective productionAnswer: DDiff: 2 Page Ref: 531AACSB: Reflective Thinking71) In contrast to the lean producers, U.S. mass producers typically maintain operations that involve all of the following except:A) less mechanization.B) greater labor direct content.C) divide employees with no overlap.D) limited quality control.E) employee teamwork.Answer: EDiff: 3 Page Ref: 532AACSB: Reflective Thinking72) Concepts such as "assembler value chains" and "downstream value chains" are associated with:A) lean production.B) the matrix structure.C) polycentric organizational designs.D) the global marketing audit.E) traditional assembly designs.Answer: ADiff: 2 Page Ref: 532-534AACSB: Reflective Thinking73) Which of the following does not describe the Toyota Production System (TPS)?A) jidokaB) 'just-in-time'C) fixed setup timeD) built-in qualityE) visualizing problemsAnswer: CDiff: 2 Page Ref: 532AACSB: Reflective Thinking74) Primary stakeholders include all of the following except:A) top management.B) employees.C) media.D) suppliers.E) customers.Answer: CDiff: 2 Page Ref: 535-536AACSB: Reflective Thinking75) Secondary shareholders include all of the following except:A) media.B) employees.C) local community groups.D) nongovernmental organizations.E) general business community.Answer: BDiff: 2 Page Ref: 535-536AACSB: Reflective Thinking76) In developing countries, globalization's opponents accuse companies of:A) undermining local cultures.B) placing intellectual property rights ahead of human rights.C) promoting unhealthy diets and unsafe food technologies.D) pursuing unsustainable consumption.E) all of the aboveAnswer: EDiff: 2 Page Ref: 536AACSB: Reflective Thinking77) In a socially responsible firm, employees perform all of the following except:A) conduct business in an ethical manner.B) pursue goals and policies that are in society's best interest.C) guided by moral principles.D) distinguish between right and wrong.E) develop their own core ideologies on moral principles.Answer: EDiff: 2 Page Ref: 536-537AACSB: Reflective Thinking78) The universal concerns for global companies established by the United Nations Global Compact consists of the following three dimensions:A) factor conditions, demand conditions, industry conditions.B) human rights, animal rights, and the environment.C) content domain, human conditions and animal rights.D) human rights, labor, and the environment.E) content domains, animal rights, and labor.Answer: DDiff: 2 Page Ref: 539-540AACSB: Ethical Reasoning79) Nike came under fire from critics who alleged poor working conditions in the factories that make the company's athletic shoes. This is an example of the demand for:A) labor unions.B) equal opportunity employment.C) higher wages.D) standards for working conditions.E) corporate social responsibility.Answer: EDiff: 2 Page Ref: 536-539AACSB: Ethical Reasoning80) The Timberland Company is best known for its popular hiking boots and work boots. It is a global mission-centered company. Timberland unveiled a sort of "nutritional label" on its footwear boxes as a means of:A) showing the strength of work boots.B) to promote the health benefit of walking.C) to communicate its CSR commitment.D) showing the quality of materials used.E) to communicate the popularity of hiking boots.Answer: CDiff: 2 Page Ref: 537AACSB: Ethical Reasoning81) How important is the nationality of the top management position holder in global businesses? Answer: Many globally minded companies realize that the best person for a top management job or board position is not necessarily someone born in the home country. The ability to speak foreign languages is one difference between managers born and raised in the United States and those born and raised elsewhere. There are many examples of executives who were from other than the country where the business is located. Alexander Trotman was born in England and speaks English, French, and German. Howard Stringer is the chief executive at Sony. Generally speaking, however, Japanese companies have been reluctant to place non-Japanese nationals in top positions. For years, only Sony, Mazda, and Mitsubishi had foreigners on their boards. In March 1999 the French company Renault SA bought a stake in Nissan Motor and installed a Brazilian, Carlos Ghosn, as president. An outsider, Ghosn was required to move aggressively to cut costs and make drastic changes in Nissan's structure. He also introduced two new words into Nissan's lexicon: speed and commitment. His life story and exploits have been so important that he is celebrated in a big comic that is popular with Japanese.Diff: 2 Page Ref: 518-520AACSB: Reflective Thinking82) As a company's international business grows, the need for having international divisions become evident. Explain how an international division structure works and what factors contribute to the establishment of an international division.Answer: The complexity of coordination and directing activities grows with the growth of international business. Pressure is created to assemble a staff with the responsibility for coordination and direction of the growing international activities of the organization. This demands the creation of the international division as has happened in many of the organizations such as Wal-Mart, Levi Strauss, Best Buy and Walt Disney Company. Four factors contribute to the establishment of an international division. First, top management's commitment to global operations has increased enough to justify an organizational unit headed by a senior manager. Second, the complexity of international operations requires a single organizational unit whose management has sufficient authority to make its own determination on important issues such as which market entry strategy to employ. Third, an international division is frequently formed when the firm has recognized the need for internal specialists to deal with the special demands of global operations. A fourth contributing factor is management's recognition of the importance of strategically scanning the global horizon for opportunities and aligning them with company resources rather than simply responding on an ad hoc basis to situations as they arise.Diff: 2 Page Ref: 524-526AACSB: Reflective Thinking83) What are Regional Management Centers? What are the advantages of having such centers in the management of global businesses?Answer: When business is conducted in a single region that is characterized by similarities in economic, social, geographical, and political conditions, there is both justification and need for a management center. Thus, another stage of organizational evolution is the emergence of an area or regional headquarters as a management layer between the country organization and the international division headquarters. The increasing importance of the EU as a regional market has prompted a number of companies to change their organizational structures by setting up regional headquarters there. A regional center typically coordinates decisions on pricing, sourcing, and other matters. Executives at the regional center also participate in the planning and control of each country's operations with an eye toward applying country knowledge on a regional basis and optimally utilizing corporate resources on a regional basis. Regional management can offer a company several advantages. First, many regional managers agree that an on-the-scene regional management unit makes sense where there is a real need for coordinated, pan-regional decision making. Coordinated regional planning and control are becoming necessary as the national subsidiary continues to lose its relevance as an independent operating unit. Regional management can probably achieve the best balance of geographical, product, and functional considerations required to implement corporate objectives effectively. By shifting operations and decision making to the region, the company is better able to maintain an insider advantage. The major disadvantage of a regional center is its cost.Diff: 2 Page Ref: 526AACSB: Reflective Thinking84) McDonald's organizational design integrates the international division and geographical structures. How does the geographical and product division structure work in a global context? Answer: As a company becomes more global, management frequently faces the dilemma of whether to organize by geography or by product lines. The geographical structure involves the assignment of operational responsibility for geographic areas of the world to line managers. The corporate headquarters retains responsibility for world-wide planning and control, and each area of the world — including the "home" or base market — is organizationally equal. For the company with French origins, for example, France is simply another geographic market under the organizational arrangement. This structure is most common in companies with closely related product lines that are sold in similar end-use markets around the world. For example, the major international oil companies utilize the geographical structure. McDonald's U.S. is organized into five geographical operating divisions and McDonald's International has four. When an organization assigns regional or worldwide product responsibility to its product divisions, manufacturing standardization can result in significant economies. One potential disadvantage of the product approach is that local input from individual country managers may be ignored with the result that products will not be sufficiently tailored to local markets.Diff: 2 Page Ref: 526-527AACSB: Reflective Thinking。
全球营销-基坎-第六版-第九章题库-答案
Global Marketing, 6e (Keegan/Green)Chapter 9 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances 1) Companies like Bill Blass, Hugo Boss, and other global design icons typically generate more revenue from licensing deals for jeans, fragrances, and watches than from their high-priced couture lines.Answer: TRUEDiff: 2 Page Ref: 265-267AACSB: Reflective Thinking2) Licensing is a contractual agreement whereby one company (the licensor) makes a legally protected asset available to another company (the licensee) in exchange for royalties, license fees, or some other form of compensation.Answer: TRUEDiff: 1 Page Ref: 2653) Licensing enables companies to circumvent tariffs, quotas, or similar export barriers. Answer: TRUEDiff: 2 Page Ref: 266AACSB: Reflective Thinking4) Licensing agreements offer unlimited market control.Answer: FALSEDiff: 2 Page Ref: 266AACSB: Reflective Thinking5) Apple's failure to license its technology in the pre-Windows era arguably cost the company tens of billions of dollars.Answer: TRUEDiff: 2 Page Ref: 2676) Companies may find that the upfront easy money obtained from licensing turns out to be a very expensive source of revenue.Answer: TRUEDiff: 2 Page Ref: 267AACSB: Reflective Thinking7) Sony was the first company to manufacture and market a transistor radio.Answer: FALSEDiff: 2 Page Ref: 267AACSB: Reflective Thinking8) Sony's worldwide success in manufacturing and marketing transistor radios in the 1950s stemmed from its joint venture arrangement with an American corporation.Answer: TRUEDiff: 1 Page Ref: 2679) One of the cornerstones of Apple Computers' business strategy has been licensing its famed operating system.Answer: TRUEDiff: 2 Page Ref: 267AACSB: Reflective Thinking10) Starbucks' relentless pursuit of new market opportunities in Germany and other countries illustrates the fact that most firms face a limited range of strategy alternatives.Answer: FALSEDiff: 1 Page Ref: 265AACSB: Reflective Thinking11) A company that emphasizes direct investment as a market entry strategy is subject to a higher degree of political risk than a company that relies heavily on exporting.Answer: TRUEDiff: 1 Page Ref: 265AACSB: Reflective Thinking12) Franchising is a variation of licensing strategy in which there is a contract between the parent company franchiser and a franchisee that allows the franchisee to operate a business developed by the franchiser in return for all rights for operations.Answer: FALSEDiff: 2 Page Ref: 267AACSB: Reflective Thinking13) In China, regulations require foreign franchisers to directly own two or more stores for a minimum of one year before franchising.Answer: TRUEDiff: 1 Page Ref: 269AACSB: Analytic Skills14) McDonald's has the largest number of overseas sites according to a listing in the Wall Street Journal (2006).Answer: FALSEDiff: 1 Page Ref: 26815) Franchising in a global market is actually a market entry strategy that is typically executed with less localization than licensing.Answer: TRUEDiff: 2 Page Ref: 269AACSB: Reflective Thinking16) Foreign direct investment figures reflect investment flows out of the home country as companies invest in or acquire plants, equipment, or other assets.Answer: TRUEDiff: 2 Page Ref: 269-270AACSB: Reflective Thinking17) Foreign investment can take the form of outright acquisition.Answer: TRUEDiff: 2 Page Ref: 270AACSB: Reflective Thinking18) A joint venture with a local partner represents another form of strategy that is similar to exporting and licensing.Answer: FALSEDiff: 2 Page Ref: 270-271AACSB: Reflective Thinking19) A lesson that can be learned from Anheuser-Busch's experience in Japan is that it is better to give control to a local partner via a licensing agreement rather than making a major investment. Answer: TRUEDiff: 2 Page Ref: 271-272AACSB: Analytic Skills20) The joint venture between Corning Glass and Mexican manufacturer Vitro failed primarily due to conflicts arising out of cultural differences.Answer: TRUEDiff: 2 Page Ref: 27221) GM and South Korea's Daewoo Group formed a joint venture which helped Daewoo improve its competitiveness. The venture was terminated since Daewoo prevented the import of GM cars to Korea.Answer: FALSEDiff: 2 Page Ref: 272-27322) An example of a successful joint venture is Ericsson's cell phone alliance with Sony. Answer: TRUEDiff: 2 Page Ref: 273AACSB: Analytic Skills23) "Greenfield investment" is a phrase sometimes used interchangeably with the phrase "licensing agreement."Answer: FALSEDiff: 2 Page Ref: 274-275AACSB: Reflective Thinking24) In 2008 the largest merger and acquisition deal in the pharmaceutical industry, Roche's acquisition of Genentech, is an example of an equity stake.Answer: FALSEDiff: 2 Page Ref: 27625) Companies may move from licensing or joint venture strategies to ownership in order to achieve faster expansion in a market, greater control, or higher profits.Answer: TRUEDiff: 2 Page Ref: 274AACSB: Reflective Thinking26) Monsanto and the German pharmaceutical company, Bayer AG, recently entered a joint venture.Answer: FALSEDiff: 2 Page Ref: 274AACSB: Reflective Thinking27) If government restrictions prevent majority or 100 percent ownership by foreign companies, the investing company will have to settle for a minority equity stake.Answer: TRUEDiff: 2 Page Ref: 274AACSB: Reflective Thinking28) Japan's Fuji Photo Film Company invested hundreds of millions of dollars in the United States after the U.S. government ruled that Fuji was guilty of dumping.Answer: TRUEDiff: 2 Page Ref: 275AACSB: Reflective Thinking29) Following its bankruptcy filing in 2009, GM divested itself of several non-core businesses and brands, including Saab.Answer: TRUEDiff: 2 Page Ref: 276AACSB: Reflective Thinking30) Borden ended licensing and joint venture arrangements for branded food products in Japan and set up its own production, distribution, and marketing capabilities for dairy products. For non-food products, Borden has maintained joint venture relationships with Japanese partners in flexible packaging and foundry materials. All this indicates that strategy preference may change over time. Answer: TRUEDiff: 2 Page Ref: 277AACSB: Analytic Skills31) To succeed in global markets, firms can rely exclusively on the technological superiority or core competence which made them successful in the past.Answer: FALSEDiff: 2 Page Ref: 279AACSB: Reflective Thinking32) Sony entered into a strategic partnership with Samsung in order to produce flat-panel TV screens due to the high product development costs.Answer: TRUEDiff: 2 Page Ref: 280AACSB: Reflective Thinking33) Some companies prefer global strategic partnerships to joint ventures because, with a GSP, there is less risk of strengthening a competitor.Answer: FALSEDiff: 2 Page Ref: 279-280AACSB: Reflective Thinking34) The CFM partnership between General Electric (USA) and Snecma (France) is a notable example of a successful GSP.Answer: TRUEDiff: 2 Page Ref: 283AACSB: Reflective Thinking35) In Japan, a horizontal "keir etsu" is a form of business alliance between companies in a particular group headed by a trading company, bank, or other cash-rich entity.Answer: TRUEDiff: 2 Page Ref: 286-289AACSB: Reflective Thinking36) Because "keir etsu" relationships are crossing the Pacific and directly affecting the American market, U.S. companies have reason to be concerned.Answer: TRUEDiff: 2 Page Ref: 286-289AACSB: Reflective Thinking37) The South Korean government has recently abandoned the "chaebol" industry structure in favor of the "keiretsu"structure.Answer: FALSEDiff: 1 Page Ref: 286-28938) "Digital keiretsu" refers to alliances between companies in several industries that are undergoing transformation and convergence.Answer: TRUEDiff: 2 Page Ref: 286-289AACSB: Reflective Thinking39) In a country and market concentration strategy, a company serves many markets in a few countries.Answer: FALSEDiff: 2 Page Ref: 290-291AACSB: Reflective Thinking40) In country and market diversification strategy, a company seeks out the world market for a product.Answer: FALSEDiff: 2 Page Ref: 290-291AACSB: Reflective Thinking41) For Starbucks and other companies whose business models include a service component it is not recommended that they use this method for going global.A) joint venturesB) licensingC) 100 percent ownershipD) exportingE) franchisingAnswer: DDiff: 2 Page Ref: 265AACSB: Reflective Thinking42) Licensing as a market entry mode has several disadvantages and opportunity costs, which does not include:A) limited market control.B) agreement may have short life.C) leveraging and exploiting by licensee.D) similar product or technology development by licensee.E) adaptations by licensee to fit local tastes.Answer: EDiff: 2 Page Ref: 265-267AACSB: Reflective Thinking43) In order to prevent a licensor-competitor from gaining unilateral benefit, licensing agreements should provide for:A) contract manufacturing.B) franchising.C) cross licensing.D) strategic decision-making.E) adaptation for local tastes.Answer: CDiff: 2 Page Ref: 267AACSB: Reflective Thinking44) ________ represent(s) a market entry strategy whereby one company permits a foreign company to make use of its patents, know-how, technology, company name, or other intangible assets in return for a royalty payment.A) Joint venturesB) One hundred percent ownershipC) LicensingD) ExportingE) Global strategic alliancesAnswer: CDiff: 2 Page Ref: 265-267AACSB: Reflective Thinking45) Pollo Campero, a chicken restaurant chain based in Central America is using the following method for expanding operation in the United States.A) joint venturesB) licensingC) exportingD) franchisingE) acquisitionAnswer: DDiff: 2 Page Ref: 267AACSB: Reflective Thinking46) In the mid-1990s, NCR signed an agreement allowing two South Korean companies, Samsung and Hyundai, to build computers based on NCR's "parallel processing" technology. Samsung and Hyundai can sell the new computers everywhere except the U.S., Western Europe, Japan, and Australia. This arrangement is typical of which entry strategy?A) joint venturesB) licensingC) 100% ownershipD) exportingE) global strategic alliancesAnswer: BDiff: 2 Page Ref: 265-267AACSB: Reflective Thinking47) The specialty retailing industry, as well as the fast-food industry, favors ________ for global growth:A) licensingB) investmentC) franchisingD) joint venturesE) strategic alliancesAnswer: CDiff: 2 Page Ref: 269AACSB: Reflective Thinking48) The agreements that allow McDonald's franchisees around the globe to use McDonald's trademarked name and menu items represent, in essence, which form of market entry?A) joint venturesB) franchisingC) 100% ownershipD) exportingE) acquisitionAnswer: BDiff: 2 Page Ref: 269AACSB: Reflective Thinking49) McDonald's success in franchising in global markets can be attributed to several factors which does not include:A) a well known global brand name.B) a business system that can be easily replicated.C) local market knowledge.D) cross licensing.E) granting franchisees leeway to tailor menu offerings to suit local tastes.Answer: DDiff: 3 Page Ref: 269AACSB: Analytic Skills50) Based on rankings by the Wall Street Journal (2006) the company which has the most overseas franchised sites is:A) Domino's Pizza.B) Subway.C) 7-Eleven.D) McDonald's.E) Yum Brands.Answer: CDiff: 2 Page Ref: 26851) Honda has invested $550 million in building an assembly plant in Greensburg, Indiana; IKEA spent nearly $2 billion to open stores in Russia; and South Korea's LG Electronics purchased a 58% stake in Zenith Electronics. All of these are examples of:A) acquisition.B) licensing.C) franchising.D) FDI.E) exporting.Answer: DDiff: 2 Page Ref: 269-270AACSB: Reflective Thinking52) Starbucks has been successful in various global markets; however, it has to face tough competition in several countries. In China the challenge comes from the traditional Chinese tea house. Starbucks found that the Chinese consumers have different tastes and behavior patterns which include all of the following except:A) Chinese consumers prefer drinking in the cafes.B) Chinese consumers prefer carry-out.C) Chinese consumers go to cafes to socialize.D) store traffic is heaviest in the afternoon.E) Chinese need to be educated about coffee.Answer: BDiff: 2 Page Ref: 264-265AACSB: Reflective Thinking53) Which of the following does not fit into the sequence of experiences Anheuser-Busch had in Japan?A) Anheuser-Busch first entered Japan by means of a licensing agreement with Suntory, the smallest brewery in Japan.B) Anheuser-Busch created a joint venture with Kirin Brewery, the market leader.C) Anheuser-Busch dissolved the joint venture with Kirin Brewery.D) Anheuser-Busch entered into a joint venture with Kirin Brewery.E) Anheuser-Busch reverted to a licensing agreement with Kirin Brewery.Answer: DDiff: 2 Page Ref: 270-271AACSB: Reflective Thinking54) GM executives are looking for a joint venture with AvtoVAZ, the largest carmaker in:A) Germany.B) Lithuania.C) Russia.D) Kazakhstan.E) Turkey.Answer: CDiff: 2 Page Ref: 271AACSB: Reflective Thinking55) In a joint venture with Russian manufacturer AvtoVAZ, GM executives were planning to havea stripped-down reengineered car based on its Opel model. However, the market research revealed that a "Made-in-Russia" car would only be acceptable if:A) it has a German name.B) it sported a very low sticker price.C) it has an American name.D) it has a very high sticker price.E) it has a Russian name.Answer: BDiff: 2 Page Ref: 271AACSB: Reflective Thinking56) Joint ventures have proven successful for many companies. However, there are certain disadvantages which does not include:A) risk sharing.B) market knowledge.C) achieve synergy.D) control and coordination.E) market entry.Answer: DDiff: 2 Page Ref: 270-272AACSB: Reflective Thinking57) Sony Ericsson is a ________ Sweden's Telefonaktiebolaget LM and Japanese consumer electronics giant Sony Corporation.A) a joint venture betweenB) licensor forC) licensee forD) franchisee forE) franchisor forAnswer: ADiff: 2 Page Ref: 273AACSB: Reflective Thinking58) The president of a Mexican company recently remarked, "Business in Mexico is done on a consensus basis, very genteel and sometimes slow by U.S. standards." A few months later, the Mexican company and its U.S. joint venture partner parted company. Judging by the president's remark, one important reason for the "divorce" was:A) failure of one partner to live up to the terms of the contract.B) cultural differences.C) the cancellation of NAFTA.D) the U.S. government's insistence on quick negotiations.E) the language barrier.Answer: BDiff: 2 Page Ref: 272AACSB: Multicultural and Diversity59) As a general rule, the Chinese government allows foreign companies to participate in its market only if those companies agree to establish operations with local Chinese enterprises. Which market entry mode would be the appropriate choice under these circumstances?A) acquisitionB) licensingC) joint ventureD) exportingE) franchisingAnswer: CDiff: 2 Page Ref: 272-273AACSB: Reflective Thinking60) Which automaker currently has a joint venture with Hindustan Motors (India)?A) VolkswagenB) FordC) GMD) RenaultE) MazdaAnswer: CDiff: 3 Page Ref: 272AACSB: Reflective Thinking61) Which of the following currently owns a 70% stake in Skoda, the Czech automaker?A) GMB) VolkswagenC) FordD) DaimlerChryslerE) RenaultAnswer: BDiff: 3 Page Ref: 27562) Which automaker owns an equity stake in Japan's Nissan Motor?A) GMB) VolkswagenC) FordD) DaimlerChryslerE) RenaultAnswer: EDiff: 3 Page Ref: 27563) Gerber's woes in France illustrate some of the disadvantages of which market entry strategy?A) joint venturesB) licensingC) 100% ownershipD) exportingE) franchisingAnswer: BDiff: 2 Page Ref: 277AACSB: Reflective Thinking64) ________ is a market entry mode that traditionally has been used by companies that, for one reason or another, needed a partner to manufacture products for sale in the partner's home country market.A) AcquisitionB) Strategic allianceC) Joint ventureD) ExportingE) LicensingAnswer: CDiff: 2 Page Ref: 277AACSB: Reflective Thinking65) Which of the following is not a characteristic of global strategic alliances?A) Participants maintain independence outside the framework of alliance.B) Participants share benefits of the alliance.C) Participants share control over the performance of the assigned tasks.D) Participants make ongoing contributions in technology, products, and other areas.E) Participants agree not to compete in areas unrelated to the alliance.Answer: EDiff: 2 Page Ref: 279-281AACSB: Reflective Thinking66) Which of the following is not a characteristic of global strategic alliances?A) Participants maintain independence outside the framework of alliance.B) Participants share benefits as well as control.C) Participants make ongoing contributions in technology, products, and other areas.D) Participants focus on an individual country market.E) Participants share benefits of the alliance.Answer: DDiff: 2 Page Ref: 279-281AACSB: Reflective Thinking67) The terminology used to describe the new forms of cooperation strategies varies widely and the phrases used include all of the following except:A) collaborative agreements.B) strategic alliances.C) global strategic partnerships.D) strategic international alliances.E) Greenfield operations.Answer: EDiff: 2 Page Ref: 279AACSB: Reflective Thinking68) GSPs (Global Strategic Partnerships) are attractive for several reasons which does not include:A) sharing high product development costs.B) sharing technological developments.C) securing access to national and regional markets.D) continuous transfer of technology between partners.E) focus on a single national market or a specific problem.Answer: EDiff: 2 Page Ref: 279-281AACSB: Reflective Thinking69) Which of the following does not fit in with the factors that should be considered by companies forming GSP's?A) Partners are competitors to each other.B) Harmony is not the most important measure of success.C) All employees and managers must understand where cooperation ends and competitive compromise begins.D) :Learning from partners is critically important.E) none of the aboveAnswer: EDiff: 2 Page Ref: 279-281AACSB: Reflective Thinking70) "Discussion and consensus must be the norms. Partners must be viewed as equals." When applied to global strategic partnerships, this statement indicates the importance of which factor?A) missionB) strategyC) governanceD) cultureE) organizationAnswer: CDiff: 2 Page Ref: 281AACSB: Reflective Thinking71) "Successful GSPs create win-win situations, where participants pursue objectives on the basis of mutual advantage." When applied to global strategic partnerships, this statement indicates the importance of which factor?A) missionB) strategyC) governanceD) cultureE) organizationAnswer: ADiff: 2 Page Ref: 281-282AACSB: Reflective Thinking72) According to a 1991 report by McKinsey & Co. problems of alliances between Western and Japanese firms were related to all of the following factors except:A) objective levels of performance.B) a feeling of mutual disillusionment.C) difference in expectations.D) balance between partners.E) frictional loss.Answer: ADiff: 3 Page Ref: 282AACSB: Analytic Skills73) Boeing developed the wide bodied aircraft, the 777 with about ________ percent of the work subcontracted out to Mitsubishi, Fuji, and Kawasaki.A) 50B) 25C) 20D) 60E) 75Answer: CDiff: 3 Page Ref: 28374) The success of CFM International (the strategic partnership between GE and Snecma) can be attributed to which of the following?A) compatibility of the partnersB) capability of the partnersC) commitment of the partnersD) all of the aboveE) none of the aboveAnswer: DDiff: 2 Page Ref: 283AACSB: Reflective Thinking75) A number of factors combine to make Russia an excellent location for an alliance which does not include:A) a well-educated workforce.B) quality is important to Russian consumers.C) abundance of supplies.D) potential for economic growth.E) potential for growth in service sector.Answer: CDiff: 2 Page Ref: 284-286AACSB: Reflective Thinking76) Which of the following is NOT true of Japanese keiretsu?A) promotes risk sharingB) promotes long-term employmentC) ensures low prices for Japanese consumersD) blocks foreign suppliers from the Japanese marketE) relationships are cemented by bank ownershipAnswer: EDiff: 3 Page Ref: 286-289AACSB: Analytic Skills77) Which of the following is true about Japanese keiretsu?A) Toyota is a vertical keiretsu, Mitsubishi is a horizontal keiretsu.B) Toyota is a horizontal keir etsu, Mitsubishi is a vertical keiretsu.C) Toyota and Mitsubishi are both horizontal keiretsu.D) Toyota and Mitsubishi are both vertical keiretsu.E) none of the aboveAnswer: ADiff: 3 Page Ref: 286-289AACSB: Analytic Skills78) Which of the following statements most accurately describes the extent to which GM and Toyota outsource components?A) GM and Toyota each outsource approximately 50 percent of their components.B) Toyota outsources about 50 percent of its components; GM outsources about 75 percent.C) GM outsources about 50 percent of its components; Toyota outsources about 75 percent.D) Neither GM nor Toyota outsources a significant proportion of its components.E) GM and Toyota each outsource approximately 25 percent of their components.Answer: CDiff: 3 Page Ref: 287-288AACSB: Analytic Skills79) The next stage in the evolution of the global strategic alliance is predicted to be in the form of:A) mergers and acquisition.B) relationship enterprise.C) franchising.D) joint ventures.E) keiretsu.Answer: BDiff: 2 Page Ref: 290AACSB: Reflective Thinking80) Saab markets two luxury car models, both prized by drivers for their "quirkiness." Thirty percent of Saab's sales come from the USA, with most of the rest from Western Europe. Which strategy does Saab appear to be using?A) country concentration/market segment concentrationB) country diversification/market segment concentrationC) country concentration/market segment diversificationD) country diversification/market segment diversificationE) none of the aboveAnswer: ADiff: 2 Page Ref: 290-291AACSB: Reflective Thinking81) Walt Disney Company has successfully adapted licensing as a market entry mode in different countries. What are the advantages of using licensing as entry mode?Answer: Walt Disney Company generates nearly $ 15 billion in annual revenues from licensed merchandise, thanks to the popularity of their theme parks, movies, and television shows, as well as Mickey Mouse, Winnie the Pooh, and other popular characters which have gained familiarity all over the world. Licensing is a contractual arrangement whereby one company (the licensor) makes a legally protected asset available to another company (the licensee) in exchange for royalties, license fees, or some other form of compensation. There are two key advantages associated with licensing as a market entry mode. First of all, because the licensee is typically a local business that will produce and market the goods or services on a local or regional basis, companies can circumvent tariffs, quotas, or similar export barriers. Secondly, licensees are granted considerable autonomy by the licensor to freely adapt the licensed goods to an extent to suit the local tastes and preferences. Disney licenses trademarked cartoon characters, names and logos to producers of clothing, toys, and watches for sale throughout the world. This allows Disney to create synergies based on its core theme park, motion pictures, and television businesses. Its licensees have considerable leeway to adapt colors, materials, or other design elements that fit with the local tastes of a particular country or region.Diff: 2 Page Ref: 265-267AACSB: Reflective Thinking82) Nike provides technical specifications to a subcontractor or local manufacturer for its products. What is this arrangement called and what are its major benefits and drawbacks?Answer: This type of arrangement is referred to as "contract manufacturing." Nike, for example, provides technical specifications of products to be manufactured to the subcontractor who then oversees production. The licensing firm can specialize in product design and marketing, while transferring responsibility for ownership of manufacturing facilities to contractors and subcontractors. Other advantages include limited commitment of financial and managerial resources and quick entry into target countries. This is especially helpful when the target market is too small to justify full- scale investment. Also, there is the possible advantage of securing labor and resources at less cost than in the licensors home country or manufacturing plant. One disadvantage would be that the licensed companies may become subject to public scrutiny and criticism for several reasons. Nike has to face this problem if workers in the contracted companies are underpaid. Inhumane working conditions and hiring underage workers have also been points of criticism by many governmental and private organizations. Violations of sustainable business practices have also come under scrutiny.Diff: 2 Page Ref: 267-269AACSB: Reflective Thinking83) McDonald's and other fast food restaurants have benefitted tremendously by using franchising as a mode of entry into different countries. What are the benefits of franchising and how does it differ from other modes of entry?Answer: Franchising involves a contract between a parent company (franchiser) and a franchisee that allows a franchisee to operate a business developed by the franchiser in return for a fee and adherence to franchise-wide policies and practices. This definition is very similar to that of licensing since franchising itself is another variation of licensing strategy. McDonald's is a very good example of the success that can be achieved through franchising. It has great appeal to local entrepreneurs who are very anxious to learn and apply franchising, which has been found to be very successful in the United States. The specialty retailing industry favors franchising as a market entry mode. Many of the famous American restaurant chains have used franchising to enter and to develop in other countries. McDonald's has a well-known global brand name and a business system that can be easily replicated in multiple country markets. It also provides it franchisees considerable leeway to tailor restaurant interior designs and menu offerings to suitcountry-specific preferences and tastes. Franchising is a market entry strategy that is typically executed with less localization than licensing.Diff: 2 Page Ref: 267-269AACSB: Reflective Thinking。
keegan09-Licensing, Investment, and Strategic Alliances(Global Marketing,Keegan and Green)
Keegan and Green, Chapter 9
12
Global Strategic Partnerships
• Possible terms:
– – – – Collaborative agreements Strategic alliances Strategic international alliances Global strategic partnerships
Keegan and Green, Chapter 9
5
Disadvantages of Licensing
• • • • • Limited participation Returns may be lost Lack of control Licensee may become competitor Licensee may exploit company resources
– – – – Patent Trade secret Brand name Product formulations
4
Keegan and Green, Chapter 9
Advantages of Licensing
• Provides additional profitability with little initial investment • Provides method of circumventing tariffs, quotas, and other export barriers • Attractive ROI • Low costs to implement
Keegan and Green, Chapter 9
6
Special Licensing Arrangements
国际市场营销(双语)ch0531 Global customers
14%
Population with income>$2500 2.3%
Average household size
5.2
Growth Rate
3.5%
* One of the lowest rates of access in the world
Chapter 5/ 17
Latin America
Chapter 5/ 14
JAPAN
•Home of most demanding customers •Home market of global customers •Home market of global competitors •Significant market of global competitors •Major source of industry innovation.
Developed Countries Global Buyers Global Marketing Plan Summary
Chapter 5/ 2
Learning Objectives
Become familiar with different regional markets Learn how transitional & developing markets
Chapter 5/ 9
Eastern & Central Europe Before – After Market Economy
Before After
% World GNP 6.9%
2.5%
GNP per Capita $3,665 $2,219
Chapter 5/ 10
Marketing in Eastern & Central Europe
国际市场营销(双语)ch1353 Global marketing channels and on
Keegan:Global Marketing Management
Chapter 13 / 7
Distribution Channels for Consumer Products
Door-to-door Manufacturer-owned store Franchise operations Combined structures
Keegan:Global Marketing Management
Chapter 13 / 8
Top 5 Food Franchises Abroad
Chain: 1. McDonald’s 2. KFC 3. Pizza Hut 4. Burger King 5. Tim Hortons
Source: Restaurant Business
Keegan:Global Marketing Management
Chapter 13 / 2
Learning Objectives
Recognize the complexity of global channels & distribution
Know which characteristics influence the design of distribution channels for international markets
Know how new developments reshape international distribution
Keegan:Global Marketing Management
Chapter 13 / 3
Channel Objectives
Create utility of place, time & information Can be a source of competitive advantage Important because of number & nature of
国际市场营销(双语)ch0423 The political,legal,and regulang
Sovereignty Political risk Taxes Dilution of equity control Expropriation
Keegan: Global Marketing Management
Chapter 4/ 2
Keegan: Global Marketing Management
Chapter 4/ 6
5.Expropriation (p.96)
Expropriation = governmental action to dispossess a company or investor
Nationalization = ownership of property & assets is transferred to the host government
Keegan: Global Marketing Management
Chapter 4/ 3
2.Political Risk (p.93)
The risk that a governmental policy adversely affects a company’s activities
A lower level of political risk tends to attract higher investments
Keegan: Global Marketing Management
Chapter 4/ 5
4.Dilution of Equity Control (p.94)
In lower-income countries, often political pressure for national control of foreign-owned companies
全球营销-基坎-第六版-第二章题库-答案
Global Marketing, 6e (Keegan/Green)Chapter 2 The Global Economic Environment1) The global economic crisis vividly illustrates the dynamic, integrated nature of today's economic environment.Answer: TRUEDiff: 1 Page Ref: 39AACSB: Reflective Thinking2) Cars with European nameplates such as Peugeot, Volvo, Renault, and Citroen were originally designed as local cars mostly destined for local or regional markets.Answer: TRUEDiff: 2 Page Ref: 39AACSB: Reflective Thinking3) During the past two decades the volume of capital movements has decreased.Answer: FALSEDiff: 1 Page Ref: 40AACSB: Reflective Thinking4) Global capital movements far exceed the dollar volume of global trade in goods and services. Answer: TRUEDiff: 2 Page Ref: 40AACSB: Reflective Thinking5) Gross domestic product (GDP), a measure of a nation's economic activity, is calculated by adding consumer spending (C), investment spending (I), government purchases (G), and net exports (NX).Answer: TRUEDiff: 2 Page Ref: 40AACSB: Analytic Skills6) Russia is so dependent on revenues from the fuel and energy sectors that some feared the major decline in world oil prices that began in 2008 would have a destabilizing effect.Answer: TRUEDiff: 2 Page Ref: 41AACSB: Reflective Thinking7) The economic success of Germany and Japan is due to the fact that their company executives and national leaders recognized the emergence of the world economy as the dominant economic unit and therefore focused on world markets and their respective competitive positions in the world economy.Answer: TRUEDiff: 2 Page Ref: 42AACSB: Reflective Thinking8) The personal computer revolution and the advent of the Internet era have increased the importance of national boundaries.Answer: FALSEDiff: 1 Page Ref: 429) Due to globalization it is easier to categorize economic systems within the confines of afour-cell matrix.Answer: FALSEDiff: 2 Page Ref: 42AACSB: Reflective Thinking10) Today, market capitalism is widely practiced around the world, most notably in North America and the European Union.Answer: TRUEDiff: 2 Page Ref: 43AACSB: Reflective Thinking11) In centrally planned socialism economic systems the state allocates resources, whereas production resources are privately owned.Answer: FALSEDiff: 1 Page Ref: 4312) In centrally planned socialism economic systems, since demand typically exceeds supply, the elements of the marketing mix are not used as strategic variables.Answer: TRUEDiff: 2 Page Ref: 44AACSB: Reflective Thinking13) In Sweden, where the government controls two-thirds of all expenditures, resource allocation is more "market" oriented than "command" oriented.Answer: FALSEDiff: 1 Page Ref: 45AACSB: Reflective Thinking14) Market reforms and nascent capitalism in many parts of the world are creating opportunities for large-scale investments by global companies.Answer: FALSEDiff: 1 Page Ref: 4515) According to the Index of Economic Freedom compiled by the Heritage Foundation, Hong Kong is ranked as having the highest degree of economic freedom.Answer: TRUEDiff: 1 Page Ref: 45-46AACSB: Reflective Thinking16) As per the listings of the Index of Economic Freedom by the Heritage Foundation, there is a high correlation between the degree of economic freedom and the extent to which a nation's mixed economy is heavily market-oriented.Answer: TRUEDiff: 2 Page Ref: 45AACSB: Analytic Skills17) The World Bank has developed a four-category classification system for stages of marketing development which uses GDP as a base.Answer: FALSEDiff: 3 Page Ref: 47AACSB: Reflective Thinking18) The World Bank has developed a four-category classification system for stages of marketing development which uses per capita gross national income (GNI) as a base.Answer: TRUEDiff: 2 Page Ref: 47AACSB: Reflective Thinking19) About 40 percent of the world population is included into the low-income economic category as per the World Bank classification system.Answer: TRUEDiff: 2 Page Ref: 48AACSB: Analytic Skills20) Although Bangladesh is categorized in the low-income countries they have genuine market opportunities, particularly in the garment industry.Answer: TRUEDiff: 2 Page Ref: 48AACSB: Analytic Skills21) The United Nations designates 50 countries in the bottom ranks of the low-income category as least-developed countries (LDCs); the term is sometimes used to indicate a contrast with developing countries and developed countries.Answer: TRUEDiff: 2 Page Ref: 49AACSB: Analytic Skills22) Upper-middle-income countries, also known as industrializing or developing countries, are those that achieve the highest rates of economic growth and are also collectively referred to as Newly Incoming Economies or NIEs.Answer: FALSEDiff: 2 Page Ref: 50AACSB: Reflective Thinking23) Today, Nike produces and sells only a small portion of its output in China, but when the firm refers to China as a "two-billion-foot market," it clearly has the future in mind.Answer: TRUEDiff: 2 Page Ref: 51AACSB: Reflective Thinking24) According to C.K. Prahalad and A. Hammond the poor often pay higher prices for many goods, and so there is an opportunity for efficient competitors to realize attractive margins by offering quality and low prices.Answer: TRUEDiff: 2 Page Ref: 52AACSB: Reflective Thinking25) The Coca-Cola Company recently began to address dietary and health needs in low-income countries by developing Vitango, a beverage product that can help fight anemia, blindness, and other ailments related to malnutrition.Answer: TRUEDiff: 2 Page Ref: 52AACSB: Reflective Thinking26) Global companies can also contribute to economic development by finding creative ways to preserve old-growth forests and other resources while creating economic opportunities for local inhabitants.Answer: TRUEDiff: 3 Page Ref: 53AACSB: Reflective Thinking27) With the exception of a few oil-rich nations, the countries in the high-income category reached their present income level through a process of sustained economic growth.Answer: TRUEDiff: 2 Page Ref: 53AACSB: Analytic Skills28) A distinction between industrial and postindustrial countries is that the postindustrial countries exhibit an orientation toward the future and stress the importance of interpersonal relationships in the functioning of society.Answer: TRUEDiff: 2 Page Ref: 53-54AACSB: Reflective Thinking29) The thirty nations that belong to the OECD, that believe in market-allocation economic systems and pluralistic democracy, addressed the vexing problem of bribery by requiring members to cooperate when pursuing bribery allegations.Answer: TRUEDiff: 2 Page Ref: 57AACSB: Reflective Thinking30) In countries with low per capita income, product saturation levels for many products are high. Answer: FALSEDiff: 1 Page Ref: 57AACSB: Reflective Thinking31) Both the G8 and the OECD are comprised of high-income countries and are referred to as a "rich-man's club."Answer: FALSEDiff: 2 Page Ref: 58AACSB: Reflective Thinking32) As policymakers around the globe tried to respond to the financial crisis of 2008, some looked to Mexico's Tequila Crisis for answers.Answer: FALSEDiff: 2 Page Ref: 58AACSB: Reflective Thinking33) A country with a positive current account balance has a trade deficit; that is, the outflow of money to pay for imports exceeds the inflow of money for sales of exports.Answer: FALSEDiff: 2 Page Ref: 59AACSB: Analytic Skills34) The United States regularly posts deficits in both the current account and the trade balance in goods.Answer: TRUEDiff: 2 Page Ref: 59AACSB: Reflective Thinking35) China offsets its trade surpluses with an outflow of capital, while technology United States offsets its trade deficit with an inflow of capital.Answer: TRUEDiff: 2 Page Ref: 60AACSB: Reflective Thinking36) The U.S. services surplus can be attributed to services provided by companies such as Disney, IBM, and Microsoft.Answer: TRUEDiff: 2 Page Ref: 62AACSB: Reflective Thinking37) The foreign exchange market consists literally of a buyer's and a seller's market where currencies are traded for both spot and future delivery on a continuous basis. The forward market is for immediate delivery and the spot market is for future delivery.Answer: FALSEDiff: 2 Page Ref: 62AACSB: Reflective Thinking38) A country's currency would be overvalued if the Big Mac price (converted to dollars) is higherthan the U.S. price.Answer: TRUEDiff: 1 Page Ref: 63AACSB: Reflective Thinking39) Hedging exchange rate exposure involves establishing an offsetting currency position such that the loss or gain of one currency position is offset by a corresponding gain or loss in some other currency.Answer: TRUEDiff: 2 Page Ref: 64AACSB: Analytic Skills40) A call option in foreign currency gives the buyer the right, not the obligation, to sell a specified number of foreign currency units at a fixed price, up to the option's expiration date.Answer: FALSEDiff: 2 Page Ref: 66AACSB: Analytic Skills41) During the past two decades, the world economic environment has become increasingly dynamic. To achieve success, executives and marketers must take into account all of the following realities except:A) capital movements have replaced trade as the driving force of the world economy.B) production has become "uncoupled" from employment.C) the world economy dominates the scene.D) the struggle between capitalism and socialism continues.E) the growth of e-commerce diminishes the importance of national barriers.Answer: DDiff: 2 Page Ref: 40AACSB: Reflective Thinking42) That Russia is being transformed by economic change can be witnessed in all of the following observations except:A) affluent Russians can shop at boutiques that offer Versace.B) per capita gross national income in Russia is only $ 5770.C) the banking system in Russia is robust.D) Russian shoppers spend an estimated $ 4 billion each year on luxury goods.E) Russian government lifted all currency controls.Answer: CDiff: 2 Page Ref: 41AACSB: Reflective Thinking43) Market Capitalism is an economic system in which:A) individuals and firms allocate resources and production resources that are privately owned.B) the state has broad powers to serve the public interest as it sees fit.C) market resource allocation is commanded by both private and state ownership.D) there is no correlation between economic freedom and a nation's economy.E) no correct answerAnswer: ADiff: 1 Page Ref: 43- 4544) One of the distinguishing features of a Centrally Planned Capitalism economic system is:A) all production resources are privately owned.B) the state has broad powers to serve the public interest as it sees fit.C) command resource allocation is utilized extensively in a private resource ownership environment.D) market allocation policies are permitted within an environment of state ownership.E) none of the aboveAnswer: CDiff: 3 Page Ref: 44AACSB: Reflective Thinking45) The Swedish government has significant holdings in key business sectors and has a hybrid economic system that incorporate:A) market capitalism and centrally planned socialism.B) centrally planned socialism and market socialism.C) centrally planned socialism and capitalism.D) market socialism and market capitalism.E) market capitalism and socialistic capitalism.Answer: CDiff: 2 Page Ref: 45AACSB: Reflective Thinking46) Coca-Cola returned to India in 1994 after two decades of being forced out of the government because:A) Coca-Cola decided to reveal its formula to the government.B) Coke was not very popular in earlier days.C) a new law allowing 100 percent foreign ownership was passed.D) the water supply was not consistent in earlier years.E) installation of a bottling plant required special permits.Answer: CDiff: 2 Page Ref: 4547) China predominantly follows an economic system that can be classified under:A) centrally planned socialism.B) market socialism.C) market capitalism.D) centrally planned capitalism.E) socialistic capitalism.Answer: ADiff: 1 Page Ref: 45AACSB: Reflective Thinking48) Which of the following is true about economic output in China today?A) The state sector accounts for about 70 percent of output.B) The state and private sectors each account for about 50 percent of output.C) The private sector accounts for about 70 percent of output.D) The private sector is virtually nonexistent in China.E) The state sector is virtually nonexistent in China.Answer: CDiff: 3 Page Ref: 45AACSB: Reflective Thinking49) The Washington, DC-based Heritage Foundation compiles a survey of over 150 countries ranked by degree of economic freedom. Although there are a number of key economic variables which are considered in this ranking it does not include:A) monetary policy.B) banking policy.C) black market.D) property rights.E) no correct answerAnswer: EDiff: 2 Page Ref: 4550) According to analysis by the Heritage Foundation, which of the following countries ranks number one in the world in terms of economic freedom?A) Hong KongB) SingaporeC) IrelandD) DenmarkE) AustraliaAnswer: ADiff: 1 Page Ref: 4651) Singapore banned the import, manufacture, and sales of chewing gum in the country since wads of gum were making a mess on sidewalks, buses, and subway trains. Violators are subject to severe penalties and before buying a pack consumers must register their names and addresses. This, according to author William Greider, demonstrates that Singapore's government:A) is harshly autocratic.B) administers a paranoid control over Singaporeans.C) administers a paranoid control over press and politics.D) runs an effective welfare state.E) all of the aboveAnswer: EDiff: 1 Page Ref: 48-49AACSB: Reflective Thinking52) About 40 percent of the world's population is included into the following economic category:A) high-income countries.B) upper-middle-income countries.C) lower-middle-income countries.D) low-income countries.E) lower-upper income countries.Answer: DDiff: 2 Page Ref: 47-48AACSB: Analytic Skills53) Upper-middle-income countries, also known as industrializing or developing countries, are those with GNI per capita ranging from:A) $ 936 to $ 3,705B) $ 3,706 to $ 11,455C) $ 11,456 or higherD) less than $ 936E) no correct answerAnswer: BDiff: 2 Page Ref: 47-51AACSB: Analytic Skills54) According to the earlier classification of the BEM (big emerging markets) thecountry/countries included were:A) Indonesia.B) Argentina.C) South Africa.D) Poland.E) all of the aboveAnswer: EDiff: 2 Page Ref: 48AACSB: Reflective Thinking55) The general characteristics shared by low-income countries does not include:A) high birth rates.B) low literacy rates.C) concentration in Africa south of the Sahara.D) heavy reliance on foreign aid.E) lack of genuine market opportunities.Answer: EDiff: 3 Page Ref: 48AACSB: Analytic Skills56) Global marketers should take note of the fact that almost half of the world's population is located in:A) low-income countries.B) lower-middle income countries.C) upper-middle income countries.D) high-income countries.E) higher-middle income countries.Answer: ADiff: 1 Page Ref: 48AACSB: Reflective Thinking57) Upper-middle-income countries that achieve the highest rates of economic growth are sometimes referred to collectively as:A) LDCs.B) BEMs.C) BRICs.D) NIEs.E) BOPs.Answer: DDiff: 1 Page Ref: 5058) Which of the following nations fall in the lower-middle-income category?A) BurundiB) BangladeshC) ChinaD) VenezulaE) none of the aboveAnswer: CDiff: 1 Page Ref: 5259) According to the authors of the Harvard Business Review article, "Serving the World's Poor, Profitably", which of the following is a mistaken assumption that global companies might have about the BOP (bottom of the pyramid)?A) The poor have no money.B) The poor are too concerned with fulfilling basic needs to "waste" money on nonessential goods.C) People in BOP markets will be criticized for exploiting the poor.D) People in BOP markets cannot use advanced technology.E) all of the above are mistaken assumptions discussed by the authorsAnswer: EDiff: 2 Page Ref: 51- 52AACSB: Reflective Thinking60) Pursuing alternative sources of energy, such as wind and solar power, is important due to the fact that:A) people in developing countries are more conscious about the environment.B) global marketers are more interested in publicizing environmental issues.C) it is easy to develop solar power in many parts of the world.D) heavy reliance on fossil fuels contributes to global warming.E) people worldwide can afford to buy power generated from wind and solar.Answer: DDiff: 2 Page Ref: 52AACSB: Reflective Thinking61) Which two companies are sourcing product components from small-scale enterprises, which in turn are helping preserve old-growth forests as well as economic opportunities in Brazil?A) Ford Motor Company and ArmaniB) DaimlerAG and HermesC) General Motors and Hugo BossD) Volkswagen and CoachE) Coca-cola and NestléAnswer: BDiff: 3 Page Ref: 53AACSB: Reflective Thinking62) Product and market opportunities in a postindustrial society are more heavily dependent upon new products and innovations than in industrial societies. An example of this would be:A) Nestlé marketing Bono brand cookies in Brazil.B) Coca-cola company developing a beverage Vintago in low-income countries.C) New e-commerce markets for interactive forms of electronic communication.D) Hermes creating handbags called Amazonia.E) India's Suzlon Energy using wind driven turbines.Answer: CDiff: 3 Page Ref: 54AACSB: Reflective Thinking63) Which country is the only country classified as an emerging market among the high-income countries by influential stock market indexes?A) United StatesB) South KoreaC) BritainD) ItalyE) MalaysiaAnswer: BDiff: 3 Page Ref: 54AACSB: Reflective Thinking64) When the world's leaders meet to discuss policy issues, non-governmental organizations (NGOs):A) are included in meetings.B) often take advantage of the opportunity to make their voices heard.C) sign final documents.D) provide educational materials.E) are excluded from meetings.Answer: BDiff: 1 Page Ref: 5565) The term tiger has frequently been used to describe:A) market socialism.B) less reliance on foreign aid.C) upper-middle-income countries.D) postindustrial countries.E) fast-growing economies in Asia.Answer: EDiff: 1 Page Ref: 5666) The term "tiger" has frequently been used to describe fast-growing economies in Asia which does not include:A) South Korea.B) India.C) Taiwan.D) Singapore.E) Hong Kong.Answer: BDiff: 2 Page Ref: 56AACSB: Reflective Thinking67) Recently, the Organization for Economic Cooperation and Development (OECD) has become more focused on global issues as seen by:A) addressing the vexing problem of bribery.B) requiring members to cooperate when pursuing bribery allegations.C) helping members candidly assess their own economic policies.D) member nations working together in committees to review social policies.E) all of the aboveAnswer: EDiff: 1 Page Ref: 5768) The Organization for Economic Cooperation and Development (OECD) is comprised of:A) the 30 high-income countries.B) countries that believe in market-allocation economic systems.C) pluralistic democracies.D) countries that demonstrate progress toward economic reform.E) All of the above statements are applicable.Answer: EDiff: 3 Page Ref: 57-58AACSB: Reflective Thinking69) Which of the following is true about the Triad?A) Triad countries account for approximately one-third of world income and one- third of world population.B) Triad countries account for approximately 75% of world income as measured by GNP.C) Triad countries are those in which consumer products, industrial products, and the services sector each contribute one-third to GDP.D) Triad countries account for approximately 25% of world income as measured by GNP.E) Triad countries account for approximately 50% of world income as measured by the World Bank.Answer: BDiff: 2 Page Ref: 57AACSB: Reflective Thinking70) India's teledensity a measure of ownership of private telephones — is only about 20 percent of the population is indicative of:A) low product saturation level.B) high product saturation level.C) triad power.D) high technological level.E) low technological level.Answer: ADiff: 2 Page Ref: 57AACSB: Analytic Skills71) The United States' growing trade deficit reflects a number of factors which exclude:A) increased imports from China.B) a seemingly insatiable consumer demand for imported goods.C) the enormous cost of military operations in the Middle East.D) the services trade surplus.E) record goods sales to developing countries.Answer: DDiff: 3 Page Ref: 59AACSB: Reflective Thinking72) The fastest-growing sector of world trade includes:A) travel and entertainment.B) accounting and legal services.C) royalties and license fees.D) engineering services.E) all of the aboveAnswer: EDiff: 1 Page Ref: 6173) Between the year 2001 and 2006, China bought more than $ 250 billion in U.S. Treasury bonds. Such purchases:A) ensures that China's currency is relatively weak compared to the U.S. dollar.B) indicate that China is not sure of its economic viability.C) show that currency exchange rate is unpredictable.D) predict that yuan will be devalued in the near future.E) indicate that China's currency is stronger than the U.S. dollar.Answer: ADiff: 3 Page Ref: 62AACSB: Analytic Skills74) As a repercussion set by the devaluation of Chinese yuan in 1994, the following action was noted:A) the yuan became stronger than the U.S. dollar.B) a stage was set for the devaluation of the Thai baht.C) the demand for Indonesian rupiah increased considerably.D) Malaysian ringgit became very competitive.E) India rupees were devalued.Answer: BDiff: 3 Page Ref: 62AACSB: Analytic Skills75) To the extent that a country sells more goods and services abroad than it buys, there will be:A) a greater demand for its currency.B) a surplus production of goods and services.C) a scarcity of goods and services within the country.D) a need for revaluation of its currency.E) time for fluctuating its currency.Answer: ADiff: 2 Page Ref: 62AACSB: Analytic Skills76) The Big Mac Index dated May 01, 2009 shows that the price of Big Mac in China converted from the local currency, yuan, to be $ 1.83; whereas its price in the United States was $ 3.54. This shows that:A) Big Mac is more popular in China than in the United States.B) Big Mac is less expensive in the United States than in China.C) Chinese yuan is overvalued when compared to US $.D) Chinese yuan is undervalued against the US $.E) beef is less expensive in China than in the United States.Answer: DDiff: 3 Page Ref: 63AACSB: Analytic Skills77) One Friday a few years ago, the Big Mac Index suggested that the yen was overvalued relative to the dollar by 70%. When currency markets opened on the following Monday, anyone using the Big Mac Index would conclude that yen was only 20% overvalued relative to the dollar. What is the most likely explanation for this?A) Japan's Central Bank acted to prop up the yen.B) Inflation in Japan suddenly spiked upward.C) McDonald's headquarters stopped hedging.D) McDonald's Japan reduced the yen price of a Big Mac.E) McDonald's Japan increased the yen price of a Big Mac.Answer: DDiff: 3 Page Ref: 63AACSB: Analytic Skills78) If an American tourist in Tokyo pays more in dollars for the same amount of yen that she bought last week, then:A) a Japanese tourist in San Francisco pays more in yen for the same amount of dollars that she bought the week before.B) the dollar has depreciated relative to the yen.C) the yen has depreciated relative to the dollar.D) the dollar has appreciated relative to the yen.E) the dollar and yen both remained same in value.Answer: BDiff: 2 Page Ref: 63-64AACSB: Analytic Skills79) Porsche relies on currency hedging rather than price increases in order to:A) boost pretax profits on sales of its automobiles.B) balance the relative value of the dollar compared to the euro.C) protect all earnings from foreign-exchange movements.D) generate about 45% of its sales in the United States.E) A, B & CAnswer: EDiff: 3 Page Ref: 64AACSB: Analytic Skills80) The ripple effect from the global recession was felt strongly in:A) China.B) Japan.C) Canada.D) Russia.E) India.Answer: CDiff: 1 Page Ref: 6981) The world economic environment is changing very rapidly and has become increasingly competitive. In order to achieve success, based on author William Greider's analysis, what are the realities that executives and marketers should take into account in such a dynamic environment? Answer: (a) Capital movements have replaced trade as the driving force of the world economy; (b) production has become "uncoupled" from employment; (c) the world economy dominates the scene; individual country economies play a subordinate role; (d) the struggle between capitalism and socialism is largely over; and (e) the growth of e-commerce diminishes the importance of national barriers and forces companies to reevaluate their business models.Diff: 2 Page Ref: 40-4182) Traditionally economists identified four main types of economic systems. However, due to globalization it is harder to categorize the systems narrowly. What will be more robust descriptive criteria that can be used for classification?Answer: (a) type of economy; (b) type of government; (c) trade and capital flows; (d) the commanding heights; (e) services provided by the state and funded through taxes; (f) institutions; and (g) markets.Diff: 2 Page Ref: 42-43AACSB: Reflective Thinking83) What are the distinguishing features between Centrally Planned Socialism and Centrally Planned Capitalism? Give examples of countries which follow these systems.Answer: In Centrally Planned Socialism the state has broad powers to serve the public interest as it sees fit. Ownership of entire industries as well as individual enterprises belongs to the government. The elements of the marketing mix are not used as strategic variables. In Centrally Planned Capitalism economic system command resource allocation is utilized extensively in an overall environment of private resource ownership. In Sweden, the government controlstwo-thirds of all expenditures and the resource allocation is more "command" oriented than "market" oriented. This would be an example of centrally planned socialism although it can have elements of capitalism. China is an example of centrally planned socialism.Diff: 2 Page Ref: 43-44AACSB: Reflective Thinking84) A decade ago, a number of countries in Central Europe, Latin America, and Asia were expected to experience rapid economic growth. Today much attention is focused on opportunities in Brazil, Russia, India, and China. Give reasons for this shift using example of a manufacturer. Answer: These four countries are collectively known as BRIC. Microsoft's experience illustrates the nature of the market opportunity in these countries: In fiscal 2008, the software giant's collective revenues from BRIC grew 54 percent, compared with overall global revenue growth of 18 percent. Experts predict that the BRIC nations will be key players in global trade even as their track records on human rights, environmental protection, and other issues come under closer scrutiny by their trading partners. The BRIC government leaders will also come under pressure at home as their developing market economies create greater income disparity.Diff: 2 Page Ref: 48AACSB: Reflective Thinking85) The newly independent countries of the former Soviet Union present an interesting situation: income is declining, and there is considerable economic hardship. The potential for disruption is certainly high. Are they problem cases, or are they attractive opportunities with good potential for moving out of the low-income category?Answer: These countries are good example of risk-reward trade-off. Many companies have taken the plunge, but many others are still assessing whether to take risk. Belarus and Turkmenistan are rated quite low in the rankings in terms of economic freedom. Russia itself has slipped within the upper-middle income category. However, there are still some former Soviet dominated countries which have opportunities for economic growth. It much depends on the actions taken by the Soviet republic. For example, the launching of a military action in Georgia creates a ripple effect and causes economic and political instability.Diff: 2 Page Ref: 49-50AACSB: Reflective Thinking。
chpt01Introduction
Importance of Global Marketing
International arena is of great importance to companies maximizing growth potential 75% of market potential is outside the US 94% of market potential for German companies is outside of Germany A large number of industries will be dominated by a handful of global companies
Focus on stakeholder value
employees, managers, customers, shareholders, society, government
The Marketing Concept (3)
Today: Two key tasks of marketing
Key Elements of Marketing –
3. Focus
• Goal: a concentration of attention & resources • Requirement to create customer value at a competitive advantage • A viable way for small & medium sized companies to achieve dominant position in world market • A clear focus on customer needs & wants
国际市场营销(双语)ch1761 Leading,organizing,and monitorrt
Chapter 17 / 3
Organization I
The goal in organizing for global marketing is to find a structure that enables the company to respond to relevant market environment differences
Finance Planning Personnel
Foreign Subsidiaries
United Kingdom
Mexico
Germany
Functional Corporate Structure, Domestic Corporate Staff Orientation, Pre-international Division
Staff, Pre-international Division
Keegan:Global Marketing Management
Chapter 17 / 7
International Division Structure I
President Corporate Staff
Marketing Manufacturing Research
Simple structures
increase the speed and clarity of communication
allow the concentration of organisational
energy and valuable resources on learning,
rather than on controlling, monitoring, and
Global Market
Global MarketWith high competitiveness of products, M&G brand has dramaticallyupgraded itspopularity, reputation and customer loyalty.We have put our products on the markets of Southeast Asia, Europe,Japan, UnitedStates and Mid-East. Now we are expanding the market sharegradually.Global BrandM&G is a global brand designed by world-class master , basing on global universal values.We are dedicated to creating a global culture, global ideas as well as global brands.Our Brand ValuesEnvironmental ProtectionM&G has been aspiring at being one of the best earth citizens, thus has devoted in the development of sustainable economy from the viewpoint of protecting the living environment of mankind.Competitive PricingOffer most worthy writing instrument.Fashionable DesignsLink fashion element, launch the newest product with trend topic.Technological RenovationPenetrate the up-dated technology into our renovation, and convert it toenterprise " productivity" effectively.Comfortability and Enjoyment SharingCreate, transfer and share the writing comfortability and enjoyment.晨光产品的售价是日本同行的1/3，毛利率大约在15％~20％左右，而每提升5个百分点，就会有1亿元的收入递增。
keegan12-Pricing Decisions(Global Marketing,Keegan and Green)
Considerations for Setting Price (cont.)
• Should prices differ with market segment? • What pricing options are available if the firm’s costs increase or decrease? Is demand in the international market elastic or inelastic? • Are the firm’s prices likely to be viewed by the host-country government as reasonable or exploitative? • Do the foreign country’s dumping laws pose a problem?
• Penetration Pricing
– Charging a low price in order to penetrate market quickly – Appropriate to saturate market prior to imitation by competitors
Keegan and Green, Chapter 12 3
Keegan and Green, Chapter 12 17
Transfer Pricing
• 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 • Intra-corporate exchanges
keegan02-The Global Economic Environment(Global Marketing,Keegan and Green)l
• Repressed
– – – – – – – – – Bosnia Vietnam Laos Iran Cuba Iraq Libya North Korea Congo
10
Keegan and Green, Chapter 2
Stages of Market Development
• • • • High income countries Upper-middle income countries Lower-middle income countries Low income countries
Keegan and Green, Chapter 2 16
G-7 Countries
• Leaders from these high income countries work to establish prosperity and ensure monetary stability – United States – Japan – Germany – France – Britain – Canada – Italy
– China – India
Keegan and Green, Chapter 2
8
Degrees of Economic Freedom
Table 2-1
• Rankings of economic freedom among countries – Ranges from “free” to “repressed” • Variables considered include such things as: – Trade policy – Taxation policy – Banking policy – Wage and price controls – Property rights
国际市场营销学培训讲义(英文版)
国际市场营销学培训讲义(英文版) International Marketing Training HandbookSession 1: Introduction to International Marketing1.1 Definition of International Marketing- Explanation of international marketing and its importance in today's globalized world.- Overview of key concepts, such as globalization, market segmentation, and cultural diversity.1.2 Benefits and Challenges of International Marketing- Discussion on the advantages of expanding into international markets, such as increased sales and new business opportunities. - Identification of common challenges, such as cultural differences, legal and regulatory complexities, and competitive pressures.1.3 International Marketing Strategies- Introduction to different strategies for entering international markets, including exporting, licensing, joint ventures, and direct investment.- Examination of factors influencing strategy selection, such as market potential, risk assessment, and resource allocation. Session 2: Market Research and Analysis2.1 Understanding Global Consumers- Analysis of cultural differences and their impact on consumer behavior.- Identification of global consumer segments and trends to targeteffectively.2.2 Market Research Methods- Overview of primary and secondary research methods for gathering market intelligence.- Explanation of techniques for analyzing market data, such as surveys, focus groups, and data mining.2.3 Assessing Market Potential- Examination of key factors to consider when evaluating market potential, including market size, growth rate, and competition.- Introduction to tools and frameworks for assessing market attractiveness and competitiveness.Session 3: Market Entry Strategies3.1 Exporting and Importing- Discussion on the advantages and disadvantages of exporting and importing.- Explanation of export and import processes, including logistics, documentation, and international trade regulations.3.2 Licensing and Franchising- Overview of licensing and franchising as market entry strategies. - Examination of the benefits, risks, and considerations involved in entering into licensing and franchising agreements.3.3 Joint Ventures and Strategic Alliances- Introduction to joint ventures and strategic alliances as collaborative market entry strategies.- Analysis of the advantages, challenges, and factors for successful partnerships.Session 4: Product and Brand Management4.1 Adaptation vs. Standardization- Examination of product and brand adaptation strategies to suit local market preferences.- Discussion on the benefits and risks of standardizing products and brands across international markets.4.2 Product Development and Innovation- Overview of product development processes for international markets.- Introduction to strategies for fostering innovation and staying competitive in global markets.4.3 Branding and Positioning- Explanation of brand building and positioning strategies for global brands.- Examination of the role of culture, communication, and customer perception in successful international branding.Session 5: Communication and Promotion5.1 Integrated Marketing Communications- Introduction to integrated marketing communications (IMC) and its role in international marketing.- Explanation of different promotional tools and channels, such as advertising, public relations, and digital marketing.5.2 Cultural Sensitivity in Communication- Discussion on the importance of cultural sensitivity and adaptation in international communication.- Analysis of successful cross-cultural marketing campaigns and the lessons learned.5.3 Digital Marketing in International Markets- Overview of digital marketing strategies and tactics for reaching global audiences.- Examination of the challenges and opportunities in leveraging digital platforms for international marketing.Note: This training handbook provides an overview of key topicsin international marketing and can be customized to suit specific training objectives and participant needs.Session 6: Pricing and Distribution6.1 Pricing Strategies in International Markets- Explanation of factors affecting pricing decisions in international markets, such as currency fluctuations, local market conditions, and competition.- Introduction to pricing strategies, such as cost-based pricing, market-based pricing, and value-based pricing.6.2 Distribution Channels and Logistics- Overview of distribution channel options in international markets, including direct sales, distributors, agents, and e-commerce.- Examination of logistics considerations, such as transportation, warehousing, and customs regulations.6.3 Channel Management and Relationship Building- Discussion on the importance of effective channel management and relationship building with international partners.- Introduction to strategies for selecting, managing, and incentivizing channel partners.Session 7: Legal and Ethical Considerations7.1 International Legal Framework- Overview of international trade laws and regulations, such as tariff and non-tariff barriers, intellectual property protection, and contract laws.- Explanation of the role of international organizations, such as the World Trade Organization (WTO), in promoting fair trade practices.7.2 Ethical Issues in International Marketing- Analysis of ethical dilemmas and challenges in international marketing, such as cultural sensitivity, advertising standards, and environmental sustainability.- Discussion on the importance of corporate social responsibility (CSR) in international business practices.7.3 Risk Management and Compliance- Introduction to risk management strategies for mitigating legal and ethical risks in international marketing.- Explanation of compliance standards, such as anti-corruption laws and data privacy regulations, that businesses need to adhere to in global markets.Session 8: Market Expansion and Growth8.1 Emerging Markets and Opportunities- Analysis of emerging markets and their potential for business expansion and growth.- Discussion on strategies for entering and succeeding in emerging markets, such as adaptation to local conditions and collaboration with local partners.8.2 International Business Development- Overview of strategies and considerations for expanding and growing international business operations.- Discussion on factors such as market diversification, innovation, and strategic partnerships.8.3 Sustainable International Marketing- Examination of sustainability and responsible business practices in international marketing.- Introduction to concepts such as green marketing, social entrepreneurship, and inclusive business models.Session 9: Cross-Cultural Communication and Negotiation9.1 The Importance of Cross-Cultural Communication- Explanation of the challenges and opportunities presented by cross-cultural communication in international business.- Analysis of cultural dimensions and their impact on communication styles and business practices.9.2 Cross-Cultural Negotiation- Overview of negotiation strategies and techniques in cross-cultural settings.- Examination of cultural norms and practices that influence negotiation processes and outcomes.9.3 Managing Cultural Differences- Discussion on strategies for managing and leveraging cultural differences in international business.- Introduction to intercultural competence skills, such as empathy, adaptability, and cultural intelligence.Session 10: International Marketing Plan10.1 Developing an International Marketing Plan- Step-by-step guide to developing an international marketing plan. - Explanation of key components, such as market analysis, target market selection, marketing objectives, and implementation strategies.10.2 Evaluating and Monitoring International Marketing Performance- Introduction to metrics and tools for evaluating the performance of international marketing activities.- Discussion on the importance of monitoring and adjusting strategies based on market feedback and changing conditions. 10.3 Case Studies and Best Practices in International Marketing- Analysis of real-world case studies and best practices in international marketing.- Examination of successful international marketing campaigns and their underlying strategies and tactics.Note: This training handbook provides an overview of key topics in international marketing and can be customized to suit specific training objectives and participant needs. The content can be expanded upon by incorporating additional case studies, interactive exercises, and group discussions to enhance participant engagement and learning.。
国际市场营销理论思想的历史演进过程
国际市场营销理论思想的历史演进过程1. 营销导向（Marketing Orientation，1900-1950）20世纪初，企业开始关注市场需求和消费者行为，逐渐从生产导向转向市场导向。
哈佛商学院的教授Theodore N. Levitt在1960年提出了“营销导向”的概念，强调企业应该将消费者的需求和愿望放在产品开发和市场营销的中心位置。
这一理念推动了营销概念在国际贸易中的发展。
2. 国际市场选择理论（International Market Selection Theory，1950-1960）20世纪50年代，学者们开始研究企业如何选择最佳的国际市场进入和发展策略。
纳什和扩大提出了“群体理论”，认为企业应选择那些具有相似文化背景和购买习惯的市场进行拓展。
这一理论成为了后来的国际市场选择理论的基础。
3. 国际化阶段理论（Stages of Internationalization theory，1960-1970）20世纪60年代，学者们注意到企业在进入国际市场的过程中，往往会经历一系列的阶段。
约翰·达尼尔表示，企业国际化的过程可以分为出口、合作、直接投资和多国经营等不同阶段。
这一理论帮助企业了解自身在国际市场上的成长和发展。
4. 跨国企业理论（Transnational Corporation Theory，1970-1980）20世纪70年代，随着跨国公司在全球范围内的迅速增长，学者们开始研究跨国企业的运营管理和市场开拓问题。
著名学者韩国籍教授戴维·霍金森提出了“背靠国籍理论”，强调跨国企业在国际市场中应使用跨国化策略，同时充分发挥其国籍优势和资源。
5. 全球市场导向理论（Global Market Orientation Theory，1980-1990）20世纪80年代，企业开始关注全球市场和全球化的竞争环境。
学者持续关注企业如何在全球市场中定位自己，并开展全球化战略。
TED演讲_从可口可乐中学生意经 中英对照翻译
从可口可乐学生意经One of my favorite parts of my job at the Gates Foundation is that I get to travel to the developing world, and I do that quite regularly. And when I meet the mothers in so many of these remote places, I'm really struck by the things that we have in common. They want what we want for our children and that is for their children to grow up successful, to be healthy, and to have a successful life. But I also see lots of poverty, and it's quite jarring, both in the scale and the scope of it. My first trip in India, I was in a person's home where they had dirt floors, no running water, no electricity, and that's really what I see all over the world. So in short, I'm startled by all the things that they don't have. But I am surprised by one thing that they do have: Coca-Cola.Coke is everywhere. In fact, when I travel to the developing world, Coke feels ubiquitous. And so when I come back from these trips, and I'm thinking about development,and I'm flying home and I'm thinking, "We're trying to deliver condoms to people or vaccinations," you know, Coke's success kind of stops and makes you wonder: how is it that they can get Coke to these far-flung places? If they can do that, why can't governments and NGOs do the same thing? And I'm not the first person to ask this question. But I think, as a community, we still have a lot to learn. It's staggering, if you think about Coca-Cola. They sell 1.5 billion servings every single day. That's like every man, woman and child on the planet having a serving of Coke every week. So why does this matter? Well, if we're going to speed up the progress and go even faster on the set of Millennium Development Goals that we're set as a world, we need to learn from the innovators, and those innovators come from every single sector. I feel that, if we can understand what makes something like Coca-Cola ubiquitous, we can apply those lessons then for the public good.Coke's success is relevant, because if we can analyze it, learn from it, then we can save lives. So that's why I took a bit of time to study Coke. And I think there are really three things we can take away from Coca-Cola.They take real-time data and immediately feed it back into the product. They tap into local entrepreneurial talent, and they do incredible marketing. So let's start with the data. Now Coke has a very clear bottom line -- they report to a set ofshareholders, they have to turn a profit. So they take the data, and they use it to measure progress. They have this very continuous feedback loop. They learn something, they put it back into the product, they put it back into the market. They have a whole team called "Knowledge and Insight." It's a lot like other consumer companies. So if you're running Namibia for Coca-Cola, and you have a 107 constituencies, you know where every can versus bottle of Sprite, Fanta or Coke was sold, whether it was a corner store, a supermarket or a pushcart. So if sales start to drop, then the person can identify the problem and address the issue.Let's contrast that for a minute to development.In development, the evaluation comes at the very end of the project. I've sat in a lot of those meetings, and by then, it is way too late to use the data. I had somebody from an NGO once describe it to me as bowling in the dark. They said, "You roll the ball, you hear some pins go down. It's dark, you can't see which one goes down until the lights come on, and then you an see your impact." Real-time data turns on the lights.So what's the second thing that Coke's good at? They're good at tapping into that local entrepreneurial talent. Coke's been in Africa since 1928, but most of the time they couldn't reach the distant markets, because they had a system that was a lot like in the developed world, which was a large truck rolling down the street. And in Africa, the remote places, it's hard to find a good road. But Coke noticed something -- t hey noticed that local people were taking the product, buying it in bulk and then reselling it in these hard-to-reach places. And so they took a bit of time to learn about that. And they decided in 1990 that they wanted to start training the local entrepreneurs, giving them small loans. They set them up as what they called micro-distribution centers, and those local entrepreneurs then hire sales people, who go out with bicycles and pushcarts and wheelbarrows to sell the product. There are now some 3,000 of these centers employing about 15,000 people in Africa. In Tanzania and Uganda, they represent 90 percent of Coke's sales. Let's look at the development side.What is it that governments and NGOs can learn from Coke? Governments and NGOs need to tap into that local entrepreneurial talent as well, because the locals know how to reach the very hard-to-serve places, their neighbors, and they know what motivates them to make change. I think a great example of thisis Ethiopia's new health extension program. The government noticed in Ethiopia that many of the people were so far away from a health clinic, they were over a day's travel away from a health clinic. So if you're in an emergency situation -- or if you're a mom about to deliver a baby -- forget it, to get to the health care center. They decided that wasn't good enough, so they went to India and studied the Indian state of Kerala that also had a system like this, and they adapted it for Ethiopia. And in 2003, the government of Ethiopia started this new system in their own country. They trained 35,000 health extension workers to deliver care directly to the people. In just five years, their ratio went from one worker for every 30,000 people to one worker for every 2,500 people. Now, think about how this can change people's lives. Health extension workers can help with so many things, whether it's family planning, prenatal care, immunizations for the children, or advising the woman to get to the facility on time for an on-time delivery. That is having real impact in a country like Ethiopia, and it's why you see their child mortality numbers coming down 25 percent from 2000 to 2008. In Ethiopia, there are hundreds of thousands of children living because of this health extension worker program. So what's the next step for Ethiopia? Well, they're already starting talk about this. They're starting to talk about, "How do you have the health community workers generate their own ideas? How do you incent them based on the impact that they're getting out in those remote villages?" That's how you tap into local entrepreneurial talent and you unlock people's potential.The third component of Coke's success is marketing. Ultimately, Coke's success depends on one crucial fact and that is that people want a Coca-Cola. Now the reason these micro-entrepreneurs can sell or make a profit is they have to sell every single bottle in their pushcart or their wheelbarrow. So, they rely on Coca-Cola in terms of its marketing, and what's the secret to their marketing? Well, it's aspirational. It is associated that product with a kind of life that people want to live. So even though it's a global company, they take a very local approach. Coke's global campaign slogan is "Open Happiness." But they localize it. And they don't just guess what makes people happy; they go to places like Latin America and they realize that happiness there is associated with family life. And in South Africa, they associate happiness with seriti or community respect. Now, that played itself out in the World Cup campaign. Let's listen to this song that Coke created for it, "Wavin' Flag" by a Somali hip hop artist.(Video) K'Naan: Oh oh oh oh oh o-oh Oh oh oh oh oh oh oh oh oh oh Oh oh oh oh oh o-oh Oh oh oh oh oh oh oh oh o-oh Give you freedom, give you fire Give you reason, take you higher See the champions take the field now You define us, make us feel proud In the streets our heads are lifted As we lose our inhibition Celebration, it's around us Every nation, all around usMelinda French Gates: It feels pretty good, right? Well, they didn't stop there -- they localized it into 18 different languages. And it went number one on the pop chart in 17 countries. It reminds me of a song that I remember from my childhood, "I'd Like to Teach the World to Sing," that also went number one on the pop charts. Both songs have something in common: that same appeal of celebration and unity. So how does health and development market? Well, it's based on avoidance, not aspirations. I'm sure you've heard some of these messages. "Use a condom, don't get AIDS." "Wash you hands, you might not get diarrhea." It doesn't sound anything like "Waving' Flag" to me.And I think we make a fundamental mistake -- we make an assumption, that we think that, if people need something, we don't have to make them want that. And I think that's a mistake. And there's some indications around the world that this is starting to change. One example is sanitation. We know that a million and a half children die a year from diarrhea and a lot of it is because of open defecation. But there's a solution: you build a toilet. But what we're finding around the world, over and over again, is, if you build a toilet and you leave it there, it doesn't get used. People reuse it for a slab for their home. They sometimes store grain in it. I've even seen it used for a chicken coop. (Laughter) But what does marketing really entail that would make a sanitation solution get a result in diarrhea? Well, you work with the community. You start to talk to them about why open defecation is something that shouldn't be done in the village, and they agree to that. But then you take the toilet and you position it as a modern, trendy convenience. One state in Northern India has gone so far as to link toilets to courtship. And it works -- look at these headlines. (Laughter) I'm not kidding. Women are refusing to marry men without toilets. No loo, no "I do."(Laughter)Now, it's not just a funny headline -- it's innovative. It's an innovative marketing campaign. But more importantly, it saves lives. Take a look at this -- this is a room full of young men and my husband, Bill. And can you guess what the young men are waiting for? They're waiting to be circumcised. Can you you believe that? We know that circumcision reduces HIV infection by 60 percent in men. And when we first heard this result inside the Foundation, I have to admit, Bill and I were scratching our heads a little bit and we were saying, "But who's going to volunteer for this procedure?" But it turns out the men do, becausethey're hearing from their girlfriends that they prefer it, and the men also believe it improves their sex life. So if we can start to understand what people really want in health and development, we can change communities and we can change whole nations.Well, why is all of this so important? So let's talk about what happens when this all comes together, when you tie the three things together. And polio, I think, is one of the most powerful examples. We've seen a 99 percent reduction in polio in 20 years. So if you look back to 1988, there are about 350,000 cases of polio on the planet that year. In 2009, we're down to 1,600 cases. Well how did that happen? Let's look at a country like India. They have over a billion people in this country, but they have 35,000 local doctors who report paralysis, and clinicians, a huge reporting system in chemists. They have two and a half million vaccinators. But let me make the story a little bit more concrete for you. Let me tell you the story of Shriram, an 18 month boy in Bihar, a northern state in India. This year on August 8th, he felt paralysis and on the 13th, his parents took him to the doctor. On August 14th and 15th, they took a stool sample, and by the 25th of August, it was confirmed he had Type 1 polio. By August 30th, a genetic test was done, and we knew what strain of polio Shriram had.Now it could have come from one of two places. It could have come from Nepal, just to the north, across the border, or from Jharkhand, a state just to the south. Luckily, the genetic testing proved that, in fact, this strand came north, because, had it come from the south, it would have had a much wider impact in terms of transmission. So many more people would have been affected. So what's the endgame? Well on September 4th, there was a huge mop-up campaign, which is what you do in polio. They went out and where Shriram lives, they vaccinated two million people. So in less than a month, we went from one case of paralysis to a targeted vaccination program. And I'm happy to say only one other person in that area got polio. That's how you keep a huge outbreak from spreading, and it shows what can happen when local people have the data in their hands; they can save lives.Now one of the challenges in polio, still, is marketing, but it might not be what you think. It's not the marketing on the ground. It's not telling the parents, "If you see paralysis, take your child to the doctor or get your child vaccinated." We have a problem with marketing in the donor community. The G8 nations have been incredibly generous on polio over the last 20 years, but we're startingto have something called polio fatigue and that is that the donor nations aren't willing to fund polio any longer. So by next summer, we're sighted to run out of money on polio. So we are 99 percent of the way there on this goal and we're about to run short of money. And I think that if the marketing were more aspirational, if we could focus as a community on how far we've come and how amazing it would be to eradicate this disease, we could put polio fatigue and polio behind us. And if we could do that, we could stop vaccinating everybody, worldwide, in all of our countries for polio. And it would only be the second disease ever wiped off the face of the planet. And we are so close. And this victory is so possible.So if Coke's marketers came to me and asked me to define happiness, I'd say my vision of happiness is a mother holding healthy baby in her arms. To me, that is deep happiness. And so if we can learn lessons from the innovators in every sector, then in the future we make together, that happiness can be just as ubiquitous as Coca-Cola.Thank you.译文我最喜欢的一个部分在盖茨基金会是我的工作,我前往发展中国家,经常和我这样做。
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Where in the World?
• How does a company decide which markets to enter?
– Company resources – Managerial mind-set – Nature of opportunities and threats in that market
Keegan and Green, Chapter 1
9
Focus
• Concentration and attention on core business and competence
– Nestle is focused: We are food and beverages. We are not running bicycle shops. Even in food we are not in all fields. There are certain areas we do not touch…..We have no soft drinks because I have said we will either buy Coca-Cola or we leave it alone. This is focus.
• For Japanese companies, 85% of potential is outside Japan. • For German and EU companies, 94% of potential is outside Germany.
Keegan and Green, Chapter 1 14
• Global localization
– Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction – Essence of segmentation – Think globally, act locally
• Management operates under the assumption that every country is different; the company develops country-specific strategies
– Sometimes called a multinational company – Company operates differently in each host country based on that situation
– Price is a function of money, time, and effort – Benefits result from the product, promotion, and distribution
• 2 methods of value creation
• Improved benefits • Lower prices
• Opposite of ethnocentrism
Keegan and Green, Chapter 1 17
Regiocentric Orientation
• Region becomes the relevant geographic unit (rather than by country) • Management orientation is geared to developing an integrated regional strategy
Keegan and Green, Chapter 1
8
Competitive Advantage
• Success over competition in industry at value creation • Achieved by integrating and leveraging operations on a worldwide scale
Keegan and Green, Chapter 1
2
Global Marketing Vs. Marketing
• Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individual and organizational goals. • Global marketing focuses on global market opportunities and threats.
» Helmut Maucher
Keegan and Green, Chapter 1 10
Globalization or Global Localization?
• Globalization
– Developing standardized products marketed worldwide with a standardized marketing mix – Essence of mass marketing
Keegan and Green, Chapter 1
12
Examples of Global Marketers
• • • • • • • • • Coca-Cola Philip Morris Daimler-Chrysler McDonald’s Toyota Ford Unilever Gillette IBM • • • • • • • • • USA USA Germany USA Japan USA UK/ Netherlands USA USA
» Thomas Friedman
Keegan and Green, Chapter 1 5
What is a Global Industry?
• An industry is global to the extent that a company’s industry position in one country is interdependent with its industry position in another country • Indicators of globalization: – Ratio of cross-border trade to total worldwide production – Ratio of cross-border investment to total capital investment – Proportion of industry revenue generated by companies that compete in key world regions
• Global companies serve world markets from a single country and tend to retain association with a headquarters country • Transnational companies serve global markets and acquire resources globally; blurring of national identity
– Sometimes called an international company – Products and processes used at home are used abroad without adaptation
Keegan and Green, Chapter 1 16
Polycentric Or, Chapter 1 3
Differences between Global Marketing and Marketing
• Scope of activities • Nature of activities
Keegan and Green, Chapter 1
Introduction to Global Marketing
Chapter 1
Global Marketing
Reasons for Global Marketing
• Growth
– Access to new markets – Access to resources
• Survival
– Against competitors with lower costs (due to increased access to resources)
– European Union – NAFTA
Keegan and Green, Chapter 1
18
Geocentric Orientation
• Entire world is a potential market • Managerial goal is to develop integrated world market strategies
Management Orientations
• • • • Ethnocentric Polycentric Regiocentric Geocentric
Keegan and Green, Chapter 1
15
Ethnocentric Orientation
• Assumes home country is superior to the rest of the world; associated with attitudes of national arrogance and supremacy • Management focus is to do in host countries what is done in the home country