国际营销第一组
国际营销 第一章
1)“.the marketer’s task is the same whether applied in Dime Box, Texas, or Dar es Salaam,Tanzania.”Discuss. The only difference between domestic marketing and international marketing is that the activities take place in more than one country. Therefore, the marketing task is the same throughout the world.2)How can the increased interest in international marketing on the part of the U.S. firms beexplained?Increased interest has been brought about because of changing competitive structures, coupled with shifts in demand characteristics throughout the world. The U.S. market has reached saturation levels for many products, and increasing numbers of firms are faced with surpluses which must be sold. Also, many firms find that return on investment may be higher in foreign markets than in domestic markets. Finally, more and more firms realize that tomorrow’s markets will be world markets and it is imperative that they establish world market positions early.3)Discuss the four phases of international marketing involvement.The first phase includes those domestic firms which have no foreign business activity except those sales made to foreign customers who come directly to the firm. The second phase includes domestic firms which have temporary surpluses which are sold abroad.Therefore, sales are made on an availability basis with little or no intention for continuing market representation. The third phase includes the domestic firms that have permanent productive capacity which is utilized to produce goods which are sold on a continuing basis in foreign markets. The fourth phase includes the international company that produces a product for the world market.4)Discuss the conditions that have led to the development of global markets.According to the Professor Levitt and others who suggest that there is a global market for goods, this phenomenon has resulted from new communications technology, travel and other factors which have led to the markets of the world being more aware of different products and processes. As a result of this awareness, there are segments in each market who have had similar experiences and thus have common needs. These common needs are described as a demand for high quality, reasonably priced, standardized products. There is a strong feeling that within each country’s market there is a growing segment that has been exposed to ideas from around the world and thus have had their tastes and perceived needs affected. There is a strong feeling that world markets are being driven toward a converging commonality of taste and needs leading toward global markets5)Differentiate among the three international marketing concepts.Companies can be described by one of three orientations to international marketingmanagement:1.Domestic Market Expansion Concept2.Multi-Domestic Market Concept3.Global Marketing ConceptIt is expected that differences in the complexity and sophistication of a company’s marketing activity depend on which of these orientations guides its operations.The Domestic Market Extension Concept. The domestic company that seeks sales extension of its domestic products into foreign markets illustrates this orientation to international marketing. It views its international operations as secondary to and an extension of its domestic operations. The primary motive is to dispose of excess domestic production. Domestic business is its priority and foreign sales are seen as a profitable extension of domestic operations. While foreign markets may be vigorously pursued, the orientation remains basically domestic. Its attitude toward international sales is typified by the belief that if it sells in Peoria it will sell anywhere else in the world. Minimal, if any, efforts are made to adapt the marketing mix to foreign markets. The firm’s orientation is to market to foreign customers in the same manner the company markets to domestic customers. It seeks markets where demand is similar to the home market and its domestic product will be acceptable. This Domestic Market Expansion Strategy can be very profitable. Large and small exporting companies approach international marketing from this perspective.Multi-Domestic Market Concept. Once a company recognizes the importance of differences in overseas markets and the importance of offshore business to their organization, its orientation toward international business may shift to a Multi-Domestic Market Strategy. A company guided by this concept has a strong sense that country markets are vastly different (and they may be, depending on the product) and that market success requires an almost independent program for each country. Firms with this orientation market on a country-by-country basis with separate marketing strategies for each country. Subsidiaries operate independently of one another in establishing marketing objectives and plans. The domestic market and each of the country markets have separate marketing mixes with little interaction among them. Products are adapted for each market with minimum coordination with other country markets, advertising campaigns are localized as are the pricing and distribution decisions. A company with this concept does not look for similarity among elements of the marketing mix that might respond to standardization. Rather, it aims for adaptation to local country markets. Control is typically decentralized to reflect the belief that the uniqueness of each market requires local marketing input and control.Global Marketing Concept. A company guided by this new orientation or philosophy is generally referred to as a global company, its marketing activity is global marketing, and its market coverage is the world. A company employing a Global Marketing Strategy strives for efficiencies of scale by developing a standardized product, of dependable quality, to be sold at a reasonable price to a global market (that is, the same country market set throughout the world). Important to the Global Marketing Concept is the premise that world markets are being “driven toward a converging commonalty” that seek much the same ways to satisfy their needs and desires and thus, constitute significantmarket segments with similar demands for the same product the world over. With this orientation a company attempts to standardize as much of the company effort as is practical on a world-wide basis. Some decisions are viewed as applicable worldwide, while others require consideration of local influences. The world as a whole is viewed as the market and the firm develops a global marketing strategy.6)Discuss the three factors necessary to achieve global awareness.The three factors necessary to achieve global awareness are: 1) objectivity; objective in assessing opportunities, evaluating potential, and responding to problems. Too often mistakes are made because companies are swept away with generalities and make investments only later to find out that their commitment or abilities were not sufficient to succeed, 2) tolerance toward cultural differences; tolerance is understanding cultural differences and accepting and working with others whose behavior may be different from yours, 3) knowledgeable; knowledgeable about cultures, history, world market potentials, and global economy and social trends is critical for a person to be culturally aware. To be successfully in international business and globally aware, a person needs to keep abreast of the enormous changes occurring throughout the world. The 21st century will usher in great change and opportunities. The knowledgeable marketer will identify those opportunities long before it becomes evident to others.1)”。
国际市场营销
Price Product
2. Technology
5. Political- Target
6. Geography and Legal
Market 7
Infrastructure
Promotion Place or 2 .Technology
Distribution
Environmental uncontrollables country market B
3. 政府的支持和鼓励
4. 科技的发展提供了物质前提
5. 学习先进的科学技术和管理经验
国际市场营销学
13
1.4 Stages of International Marketing Involvement
In general, firms go through five different phases in going international:
利润 公司营销记录
是 是 是 一般没有 一般没有 一般没有 没有
国际市场营销学
海外营业额不计入
是 国际贸易统计，导
是 致贸易逆差，营销
是
顺差
有
有
有
有
12
1.3 企业走向国际市场的动因
Why Companies Go International? 1. 国内市场需求饱和及市场竞争激烈
2. 国际市场的吸引力
Exchange: Commodities and labor Services 经营环境：复杂的国际环境
Environment: International, with complexity 理论基础：比较利益学说,国际产品生命周期
Theories: Comparable Advantage,
国际市场营销 全球营销学每章课后习题答案
全球营销学第四版每章课后习题答案第一章Introduction to Global Marketing1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?P31、Surpass the competition at the task of creating perceived value for customers2、The Guide line is the value equation –Value = Benefits/Price (Money, Time, Effort, Etc.)P42.What is mean by “global localization”?（全球本土化策略）Is Coca-Cola a globalproduct? Explain.The phrase “global localization” represents an attempt to capture the spirit of the rallying cry for o rganizations in the 21st century, namely, “think globally, act locally.”Most people will agree that Coca-Cola is a global product by virtue of the fact that it is available in more than 195 countries in red cans bearing the distinctive signature style. It must be noted, however, that customer service efforts are adapted to the needs of particular markets, e.g., vending machines in Japan. Thus, Coca-Cola is both global and local.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world markets; 2. standardization versus adaptation is the extent to which each marketing mix element can be standardized or adapted in various country markets; 3. concentration of marketing activities is the extent to which activities related to marketing mix are performed in one or a few country locations; 4. coordination of marketing activities is the extent to which activities related to marketing mix are performed interdependently around the globe; 5. integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of world are interdependent.Examples: 1. Coke is the best-known, strongest brand, as the Coca-Cola Company, supporting its Coke, Fanta, and Powerade brands with marketing mix elements both that are globe and local, is adept at adapting sales promotion, distribution, and customer service efforts to local needs;2. Mcdonald’s business model is a restaurant system that can be set up virtually anywhere in the world and offers core menu items-hamburgers, French fries, and soft drinks-in most countries, and the company also customizes menu offerings according to local eating customs.4.How do the global marketing strategies of Harley-Davidson and Toyota differ?Harley-Davidson motorcycles are known the world over as “the” all-American motorcycle. Harley’s mystique and heritag e are associated with the USA. The company backs up this positioning with exports from two U.S. manufacturing locations. By contrast, Toyota builds some models (e.g., Camry and Avalon) for the U.S. market in the U.S., a fact that Toyota stresses in its American ad. Thus, Harley-Davidson serves global markets while sourcing locally, while Toyota’s strategy calls for serving world markets and using the world as a source of supply.5.Describe the difference between ethnocentric, polycontric, regiocentric, andgeocentric management orientations.The premise of an ethnocentric orientation is that home country products and management processes are superior. An ethnocentric company that neither sources inputs from, nor seeks market opportunities in the world outside the home country may be classified as an domestic company. A company that does business abroad while still presuming the superiority of the home country may be classified as an international company. Such a company would rely on an extension strategy whereby it would export, without adaptation, products designed for the domestic market.The polycentric orientation that predominates at a multinational company leads to aview of the world in which each country markets is different from the others. Local country managers operating with a high degree of autonomy adapt the marketing mix in a polycentric, multinational company. Managers who are regiocentric or geocentric in their orientations recognize both similarities and differences in world markets. Market opportunities are pursued using both extension and adaptation strategies. The regiocentric and geocentric orientations are characteristic of global transnational companies.OrEthnocentric orientation: home country is superior to the rest of the world, sees similarities in foreign countries，leads to a standardized or extension approach; Polycentric orientation: the opposite of ethnocentrism, each country in which a company does business is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; management`s goal is to develop an integrated regional strategy; Geocentric orientation：views the entire world as a potential market and strives to develop integrated world market strategies.6.Identify and briefly describe some of the forces that have resulted in increased globalintegration and the growing importance of global marketing.P21+Driving Forces：Regional economic agreements、Market needs and wants、TechnologyTransportation and communication improvements、Product development costs、Quality、World economic trends、LeverageRestraining Forces：Management myopia、Organizational culture、National controls 7.Define leverage and explain the different types of leverage utilized by companieswith global operations.Define leverage：P25第二章The Global Economic Environment1.Explain the difference between market capitalism, centrally planned capitalism,centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.Market capitalism is an economic system in which individuals and firms allocate resources and production resources are privately owned. (England).Centrally planned capitalism is an economic system in which command resource allocation is utilized extensively in an environment of private resource ownership. (Sweden)Centrally planned socialism, in this type of economic system, the state has broad powers to serve the public interest as it sees fit. (Former Soviet Union)Market socialism, in such a system, market allocation policies are permitted within an overall environment of state ownership. (China)2.What is a BEM? Identify the BEMs according to their respective stages of economicdevelopment.P53P56-583. A manufacture of satellite dishes is assessing the world market potential for hisproducts. He asks you if he should consider developing countries as potential markets.How would you advise him?Despite the difficult economic conditions in parts of developing countries, many nations will involve into attractive markets.One of marketing’s roles in developing countries is to focus resources on the task of creating and delivering products that are best suited to local needs and incomes. The role of marketing to indentify people’s needs and wants is the same in all countries, irrespective of level of economic development. It is also an opportunity to help developing countries join the information age.And P654.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs areranked. What does the result tell you in terms of the relevance of the index to global marketers?P52第三章Social and Cultural Environments1.What are some of the elements that make up culture? How do these find expression inyour native culture?Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguish one society from another.Culture is acted out in social institutions, such as, family, education, religion, government, business.2.What is the difference between a low-context culture and a high-context culture?Give an example of a country that is an example of each type and provide evidence for your answer.PPT 第四章4-63.How can Hofstede’s cultural typologies help Western marketers better understandAsian culture?P874.Explain the self-reference criterion(自我参照准则). Go to the library and findexamples of product failures that might have been avoided through the application of the SRC.Unconscious reference to one’s own cultural values; creates cultural myopia5.Briefly explain the social research of Everrtt Rogers regarding diffusion ofinnovations,……P94pare and contrast USA and Japan in terms of traditions and organizationalbehavior and norms.第四章The Legal and Regulatory Environments of Global Marketing1.What is sovereignty? What is it an important consideration in the politicalenvironment of global marketing?sovereignty2.Describe some of the sources of political risk. Specially, what forms can political risktake?Tension between aspirations and realityPrimarily occurs in lower and lower-middle income countries–Indonesia and economic crisisWhen political risk occurs in high income countries, it is generally due to a long-standing conflict–Northern IrelandP1423.Briefly describe some of the differences between the legal environment of a countrythat embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasons conflictsarise in the first place. Identify and describe several legal issues that relate to global commerce.Intellectual PropertyAntitrustContractualLicensing and Trade Secrets5.“See you in court” is one way to respond when legal issues arise. What otherapproaches are possible?LitigationFormal arbitration–Settles disputes outside of court–Groups agree to abide by panel’s decision1958 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards–Most important treaty regarding international arbitration第五章Global Information Systems and Market Research1.Explain two information technology puts powerful tools in the hands of globalmarketers.Modern IT tools provide the means for a company's marketing information system and research functions to provide relevant information in a timely, cost –efficient, and actionable manner.Electronic data interchange (EDI) allows business units to submit orders, to issue invoices, to conduct business electronically, Wal-Mart legendary for its EDI, save time and money, enables retailers to improve inventory management. Transaction formats are universalEfficient Consumer Response (ECR) This is in addition to EDI, an effort for retailers and vendors to work closely on stock replenishment(补充). ECR can be defined as a joint initiative by members of a supply chain to work toward improving and optimizing(最优化) aspects of the supply chain to benefit customersIntranet, Electronic Point of Sale (EPOS), Data Warehouses are also helping businesses improve their ability to target consumers and increase loyalty.2.What are the different modes of information acquisition? Which is the most importantfor gathering strategic information?3.4、Outline the basic steps of the market research process.5、What is the difference between existing, latent, and incipient demand? How mightthese differences affect the design of a marketing research project?Demand and profit potential, in turn, depend in part on whether the market being studied can be classifieds existing or potential. Existing markets are those in which customer needs are already being served by one or more companies. In some instances, there is no existing market to research and. information may be readily available. A latent market is in essence, an und iscovered segment .It’s a market in which demand would materialize if an appropriate product were made available. An incipient market is a market that will emerge if particular economic demographic, political, or sociocultural trend continues. A company is not likely to achieve satisfactory results if it offers a product in an incipient market before the trends have taken root.Market growth, brand loyalty, market segment, product, sales promotion, pricing, distribution, will be different in marketing research project.6.Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?A number of techniques are available for analyzing survey data.Factor analysis can be used to transform large amount of data into manageable units. It is useful in psychographic segmentation studies or creating perceptual maps; cluster analysis allows the researchers to group variables into clusters that maximize within-group similarities and between-group differences. It can be used to do global marketing research, to perform benefit segmentation, and to identify new product opportunities. Multi dimensional scaling is another technique for creating perceptual maps which is particular useful when there are many product to choose and consumers have difficulty in verbalizing their conceptions. Conjoint analysis is used to gain insights into the combination of features that will be the most attractive to consumers. It is useful when determines the values and utilities of the various levels of product features and plots them graphically.第六章Segmentation, Targeting, and Positioning1.differentiate the five basic segmentation strategies. Give an example of a companythat has used each one.P170-P1831、IncomePopulationsAge distributionGenderEducationOccupation2、Grouping people according to attitudes, value, and lifestyles3、4、Benefit segmentation focuses on the value equation–Value = Benefits / Price5、The population of many countries includes ethnic groups of significant size2.Explain the difference between segmenting and targeting.P200pare and contrast standardized, concentrated, and differentiated global marketing.Illustrate each strategy with an example from a global company.Standardized global marketing is mass marketing on a global scale with undifferentiated target marketing (Revlon International)Concentrated global marketing, involves devising a marketing mix to reach a niche. A niche is simply a single segment of the global market. (Germany`s Winter halter) Differentiated global marketing, represents a more ambitious approach than concentrated target marketing with multi-segment targeting and two or more distinct markets (Rover)4.5.What is positioning? Identify the different positioning strategies presented in thechapter and give examples of companies or products that illustrate each.Locating a brand in consumers’minds over and against competitors in terms of attributes and benefits that the brand does and does not offer.P192-1956.What is global consumer culture positioning? What other strategic positioningchoices do global marketers have?Identifies the brand as a symbol of a particular global culture or segment.P1967.What is high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.High-tech products are sophisticated technologically complex, and/or difficult to explain or understand, and frequently evaluated in terms of their performance against established objective standards. High-tech global consumer positioning also works well for special interest products associated with leisure of recreation.High-touch products, consumers are generally energized by emotional motives rather than rational ones, and frequently evaluated in terms of their performance against established subjective, aesthetic terms.Some products can be positioned using both strategies, with both satisfying buyers’ rational criteria and evoking an emotional response. Nokia, for example, combines technical performance with a fashion orientation.第七章Global Market Entry Strategies:1.What are the advantages and disadvantages of using licensing as a market entry tool?Give examples of companies from different countries that use licensing as a global marketing strategy.Advantages to LicensingProvides additional profitability with little initial investmentProvides method of circumventing tariffs, quotas, and other export barriersAttractive ROILow costs to implementDisadvantages to LicensingLimited participationReturns may be lostLack of controlLicensee may become competitorLicensee may exploit company resourcesP2062.What is foreign direct investment? What forms can FDI take?P209Partial or full ownership of operations outside of home countryForms:Joint ventures–Minority or majority equity stakes–Outright acquisition3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuable toFord---the physical assets or the name?P2154.What is meant by the phrase global strategic partnership? In what ways does this formof market entry strategy differ from more traditional forms such as joint ventures? Participants remain independent following formation of the allianceParticipants share benefits of alliance as well as control over performance of assigned tasksParticipants make ongoing contributions in technology, products, and other key strategic areasPPT3055.What are Keiretsu? How does this form of industrial structure affect companies thatcompete with Japan or that are trying to enter the Japanese market?PPT307书P2276.Which Strategic options for market entry or expansion would a small company belikely to pursue? A large company?StrategiesCompanies must decide to expand by:–Seeking new markets in existing countries–Seeking new country markets for already identified and served market segments第八章Product and Brand Decisions1.What is the difference between a product and a brand?A product is a good, service, or ideaBrandsBundle of images and experiences in the customer’s mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand ImageThe added value that accrues to a product as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time2.How do local, international, and global products differ? Cite examplesLocal Product is one that has achieved success in a single national market and represents the lifeblood of domestic companies. （Coca-cola, ginseng beverage only in Japan）International product is offered in several markets in a particular region (Euro-product, only in euro zone)Global product meets the wants and needs of a global market and is offered in all world regions (personal stereos)3.What are some of the elements that make up a brand? Are these elements tangible orintangible?IntangibleP2414.What criteria should global marketers consider when making product designdecisions?In many instances, packaging is an integral element of product-related design decisions. Packaging is designed to protect or contain the product during shipping；Labeling provides consumers with various types of information; Aesthetics differ around the world. Global marketers must understand the importance of visual aesthetics; Product Warranties is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure. Warranties can be used as a competitive tool5.How can buyer at titudes about a product’s country of origin affect marketing strategy?买家对于原产国的态度对营销策略有什么影响？Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries–Japan–Germany–France–ItalyP252-2546.Identify several global brands. What are some of the reasons for the global success ofthe brands you chose?Both products and brand are good……7.Briefly describe various combinations of product-communication strategies availableto global marketers. When is it appropriate to use each?Product-communication extension (dual extension) is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market. It used frequently with industrial (business to business) products.Product extension-communication adaptation strategy is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used frequently when consumer conceptions outside the home market are very different from domestic marketProduct adaptation-communication extension is an approach to global product planning is to extend, without change, the basic home-market communications strategy while adapting the product to local use or preference conditions. It used frequently when natural conditions outside the home market are very different from domestic market Product-communication adaptation (dual adaptation) strateg y is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the home market, environmental conditions or consumer preferences differ;第九章Pricing Decisions1.What are the basic factors that affect price in any market? What considerations enterinto the pricing decision?In global marketing, the task of setting prices is complicated by fluctuating exchange rates. Currency fluctuations can create significant problems and opportunities for the classic international company that exports from the home country.Inflation, or a persistent upward change in price levels, is a problem in many country markets. It can be caused by an increase in the money supply and currency devaluation. Governmental policies and regulations that affect pricing decisions include dumping legislation, resale price maintenance legislation, price ceilings, and general reviews of price levels.Pricing decisions are bounded not only by cost and nature of demand but also by competitive action.Competitive Behavior: If competitors do not adjust their prices in response to rising costs it is difficult to adjust your price to maintain operating margins; If competitors are manufacturing or sourcing I a lower-cost country, it may be necessary to cut prices to stay competitiveThe global marketer has several options for addressing the problem of price escalation orthe environmental factors described in the last section.2.Define the various types of pricing strategies and objectives available to globalmarketers.Market Skimming and Financial Objectives: Market Skimming charges a premium price which may occur at the introduction stage of product life cyclePenetration Pricing and Non-Financial Objectives: Penetration Pricing charges a low price in order to penetrate market quickly which appropriates to saturate market prior to imitation by competitors3.Identify some of the environmental constraints on global pricing decisions. Currency FluctuationsInflationary EnvironmentGovernment Controls, Subsidies, RegulationsCompetitive BehaviorSourcing4.Why do price differences in world markets often lead to gray marketing?Because price differences in world markets lead to trademarked products are exported from one country to another where they are sold by unauthorized persons or organizationsGray marketing occurs when product is in short supply, when producers use skimming strategies in some markets, and when goods are subject to substantial mark-ups 5.What is dumping? Why was dumping such an important issue during the UruguayRound of GATT negotiations?Sale of an imported product at a price lower than that normally charged in a domestic market or country of origin.P2966.What is transfer price? Why is it an important issue for companies with foreignaffiliates(外国子公司)? Why did transfer pricing in Europe take on increased importance in 1999?The transfer price is that Pricing of goods, services, and intangible property bought and sold by operating units or divisions of a company doing business with an affiliate in another jurisdiction.P2997.What is the difference between ethnocentric, polycontric, and geocentric pricingstrategies? Which one would you recommend to a company that has global market aspirations?P291-292 PPT240-242pare and contrast the different forms of countertrade.Countertrade occurs when payment is made in some form other than moneyOptions–BarterThe least complex and oldest form of bilateral, non-monetary counter-tradeA direct exchange of goods or services between two parties–Counter-purchase P303-304–Offset–Compensation trading–Cooperation agreements–Switch trading第十章Global Marketing Channels and Physical Distribution1.In what ways can channel intermediaries create utility for buyers?ObjectivesMarketing channels exist to create utility for customers–Place utility -availability of a product or service in a location that is convenient to a potential customer–Time utility -availability of a product or service when desired by a customer–Form utility -availability of the product processed, prepared, in proper condition and/or ready to use–information utility -availability of answers to questions and general communicationabout useful product features and benefits2.What factors influence the channel structures and strategies available to globalmarketers?B2CThe characters of both buyers and products have an important influence on channel design.The number of individual buyers and their geographic distribution, income, shopping habits and different channel approaches.Products characters such as degree of standardization, perishability, bulk, service requirements, and unit price have an impact as well.Channels tends to be longer as the number of consumers to be served increases and the price per unit decreases. Bulky products usually require channel arrangements that minimize the shipping distances and the number of times products change hands before they reach the ultimate customer.B2BAs is true with consumer channels, product and consumer characteristics have an impact on channel structure. Three basic elements are involved: the manufacture's sales force, distributors or agents and wholesalers.Channel strategy in a global marketing program must fit the company's competitive position and overall marketing objectives in each national market.market factors: consumer profiles, market size and location of country.3.What is cherry picking? What approaches can be used to deal with this problem?P323pare and contrast the typical channel structures for consumer products andindustrial products.P340 PPT252-2555.Identify the different forms of retailing and cite an example of each form. Identifyretailers from as many different countries as you can.PPT258-259 P3256.Identify the four retail market expansion strategies discussed in the text. What factorsdetermine the appropriable mode?Organic–Company uses its own resources to open a store on a green field site or acquire one or more existing retail facilitiesFranchise–Appropriate strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structuresChain Acquisition–A market entry strategy that entails purchasing a company with multiple existing outlets in a foreign countryJoint Venture–This strategy is advisable when culturally distant, difficult-to-enter markets are targeted 7.What special distribution challenges exist in Japan? What is the best way for anon-Japanese company to deal with these challenges?第十一章Global Marketing Communications Decisions:Advertising and Public Relations1.In what ways can global brands and global advertising campaigns benefit a company? P3482.How does the “standardized versus localized” debate apply to advertising?Four difficulties that compromise an organization’s communicat ion efforts–The message may not get through to the intended recipient.–The message may reach the target audience but may not be understood or may even be misunderstood.–The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender.–The effectiveness of the message can be impaired by noise.。
国际市场营销-第一章
金钱、忠诚、良好口碑
消费者
需求/目标 應 创造利润
用
管 永续经营
理
需求/目标 布置家居、慰问病患
讨女朋友欢心
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一营销意、营销的意义7/9 义
营销的定义
市 場
营销强调价值的创造与交换
理
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社区组织
亲子活动、合理的参与成本与管道
顧
客
知 覺
缴费、担任义工、参与活动
需求/目标
應 用
建立幸福的家园
微软：用一种全球性的眼光来看待works 的目标市场，而不是 以单个国家为基础，这样就可以建立一个全球范围的标准产品， 而对国家间的差别仅需作微小的变动，从而减少了软件本土化 的时间。
麦当劳：产品、分销、促销标准化 产品：只提供汉堡包、炸薯条、冰激凌和软饮料等。 分销：5公里的半径范围内有5万以上的居民居住。 促销：始终坚持以儿童为主要促销对象 。
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一營銷意、营销的意义1/9 義
市 各学科有其关注的焦点或现象，例：
場 理
念 数学： 逻辑
顧 客
化学：
物质
知
覺
社会学： 群体行为
應
用 管
营销学(marketing)？
理
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一營銷意、营销的意义2/9 義
我们为什么～
市
場
理 念
付学费？
顧 买电影票？
客
知 覺
买人寿保险？
换取教育 换取娱乐 换取保障
其他发达国家
净
出
T2
T4
口
T1
T3
T5
发达中国家
不同国家的产品生命周期
时间
第三节：国际市场营销的发展阶段
阿里巴巴国际营销策划方案
阿里巴巴国际营销策划方案第一章引言随着全球化的推进和互联网的普及，国际贸易已经成为各国经济发展的重要组成部分。
阿里巴巴作为中国最大的电子商务企业之一，在国际市场上也具备了一定的竞争优势。
本方案将从阿里巴巴品牌推广、国际市场调研、产品适应性定位、供应链建设和推广渠道选择等方面，提出具体的阿里巴巴国际营销策划方案，以实现国际市场的战略目标。
第二章阿里巴巴品牌推广2.1 品牌定位阿里巴巴已经在国内市场上建立了良好的品牌形象，但在国际市场上还需要进一步推广和树立品牌形象。
首先，阿里巴巴需要明确自己的品牌核心价值，即“让天下没有难做的生意”，并以此为核心价值进行品牌推广。
其次，阿里巴巴还需要根据不同的国际市场特点，进行定制化推广策略，以满足不同国家和地区的市场需求。
2.2 媒体宣传为了有效推广品牌形象，阿里巴巴需要通过各种媒体进行宣传。
首先，阿里巴巴可以通过国际知名的商业杂志和报纸进行刊登广告，提升品牌的知名度和形象。
其次，阿里巴巴还可以通过电视、广播和互联网等媒体进行全面的品牌宣传，以吸引更多国际客户。
2.3 参加国际展会阿里巴巴还可以通过参加国际展会来展示自己的品牌形象和产品。
阿里巴巴可以选择在一些国际知名的贸易展会上设立展位，向来自全球各地的客户展示自己的产品和服务，并与他们进行进一步的沟通和合作。
此外，阿里巴巴还可以组织自己的展会，以进一步提升品牌的知名度和影响力。
第三章国际市场调研3.1 市场需求调研在进入国际市场之前，阿里巴巴需要对不同国家和地区的市场需求进行深入调研。
阿里巴巴可以通过市场调查问卷、面谈等方式，了解不同国家和地区的消费者需求和购买偏好，以便调整自己的产品和营销策略。
3.2 竞争对手分析除了了解市场需求，阿里巴巴还需要对竞争对手进行详细的分析。
阿里巴巴可以通过查阅竞争对手的市场报告、分析其产品和服务、研究其营销推广策略等方式，了解竞争对手的优势和不足之处，从而制定相应的竞争策略。
浅析国际市场营销发展史以及现今国际市场营销主要手段
浅析国际市场营销发展史以及现今国际市场营销主要手段国际市场营销发展史：国际市场营销，指的是企业将产品或服务推向全球市场，满足各个国家和地区不同的需求。
随着全球化的加速和经济发展的变化，国际市场营销的发展也经历了几个重要阶段。
1.初期阶段（19世纪末-20世纪初）：在这个阶段，国际市场营销的主要手段是贸易代理和代理商。
由于交通和通信技术的限制，当时的国际市场营销主要依赖于代理商来推广和销售产品。
2.中期阶段（第二次世界大战后）：在这个阶段，国际市场营销开始发生重大变化。
企业开始建立全球化的分销网络，并利用广告、品牌营销和网络推广等手段来提高产品的知名度和市场份额。
此外，企业也开始研究和了解不同国家和地区的消费者需求，以便更好地满足市场需求。
3.现代阶段（20世纪70年代以后）：随着信息技术的迅速发展，国际市场营销也进入了一个新的时代。
企业可以更加容易地了解和研究全球市场，通过互联网和社交媒体等平台与消费者进行直接互动。
此外，信息技术的发展还使得国际市场营销更加个性化，企业可以根据不同国家和地区的需求，定制不同的营销策略和推广活动。
现今国际市场营销主要手段：1.数字营销：互联网和移动设备的普及使得数字营销成为国际市场营销中的重要手段。
企业可以通过网站、电子邮件、引擎优化、社交媒体和移动应用程序等渠道与全球消费者进行直接互动，提高产品的知名度和销售额。
2. 社交媒体营销：随着社交媒体的快速发展，企业可以利用Facebook、Instagram、Twitter和LinkedIn等平台来推广和宣传产品。
这些平台具有广泛的用户群体，可以帮助企业在全球范围内建立品牌形象并与消费者进行有效的沟通。
3.跨境电商：跨境电商平台如亚马逊和阿里巴巴等为企业提供了一个直接销售产品到全球市场的途径。
企业可以通过这些平台建立店铺，与全球消费者进行交易，并利用平台的物流和支付系统来提供全球范围内的产品和服务。
4.参展和展览：参展和展览是企业参与国际市场营销的重要手段。
国际市场营销第一章PPT课件
通过经销商、代理商等中间商将产品销售 给消费者。
多元化渠道
定制化渠道
结合直接和间接渠道，以覆盖更广泛的消 费者群体。
根据目标市场的特点和需求，定制特定的 销售渠道。
促销策略
广告宣传
通过各种媒体平台进行广告投放，提高产品 知名度和曝光率。
销售促进
提供折扣、赠品等促销活动，吸引消费者购 买。
公关活动
组织公关活动，如赞助、公益活动等，提升 品牌形象。
营销绩效的持续改进
根据营销效果的评估结果，对国际市场营销活动进行持续改进和优化， 以提高企业在全球市场的竞争力。
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感谢观看
国际市场营销的控制与评估
营销计划的制定与实施
制定详细的国际市场营销计划，明确营销目标和行动方案，确保计划 的顺利实施。
营销效果的评估
通过市场占有率、销售额、利润等指标，对国际市场营销活动的效果 进行评估，以便及时调整营销策略。
营销风险的防范与控制
识别和评估国际市场营销中的潜在风险，如政治风险、汇率风险等， 并采取相应的防范和控制措施。
组织结构的优势与挑战
国际市场营销的组织结构需具备全球视野、灵活性和适应性，以应对不同国家和地区的文化、市场和竞 争环境。同时，也需面对组织复杂度增加、协调难度加大等挑战。
国际市场营销的执行过程
市场调研与分析
对目标市场的政治、经济、社会、文化和 法律环境进行深入调研，分析市场需求、
竞争态势和潜在机会。
04
国际市场营销组合策略
产品策略
目标市场定位
明确产品在目标市场的定位，以满足特定消 费群体的需求。
品牌建设
建立强大的品牌形象，提高消费者对产品的 认知度和忠诚度。
国际市场营销案例集
国际市场营销案例集一、海尔集团海尔集团是中国家电行业产品系列最全、产品销量最大的企业之一。
随着企业不断进展状大海尔集团提出要创世界名牌进入世界500强的宏伟目标。
海尔集团始终坚持“靠质量与技术求生存、图进展”的原那么在充分吸收世界先进电子技术的基础上进行创新提高形成了在人材、技术科技创新、品牌信誉、经济实力等方面有壮大的优势多项技术标准都高于国际标准。
为此在国际市场竞争中拥有了与世界水平同步的高科技含量的产品后开始分时期向国际市场拓展。
海尔产品国际市场拓展的第一时期将国内生产的海尔产品销往国外。
通过几年的尽力海尔冰箱为亚洲销往德国的数量第一海尔空调为国内同行业销往欧共体的数量第一海尔洗衣机为销旧日本的数量第一等等。
使得海尔产品在国际市场上占有重要的地位。
海尔产品向国际市场拓展的第二时期在美国等目标国家成立家电产品生产基地即在目标国家成为独资公司或合伙公司生产海尔品牌的家电产品直接在目标国家进行销售增进海尔产品和向着国际化水平迈进。
问题1海尔集团向国际市场拓展的第一时期采纳了何种进入国际市场的模式该模式有哪些方式 2海尔集团向国际市场拓展的第二时期采纳了何种进入国际市场模式该模式有哪些方式二、卡斯科公司好小孩GOODBABY是中国最大的专业从事儿童用品设计、制造和销售的企业集团。
在产品初始进入美国市场之前好小孩集团在美国找到了一家理想的合作伙伴——卡斯科公司。
卡斯科公司位于美国中南部城市达拉斯市是一家有上百年历史的老牌儿童用品企业。
好小孩登岸美国时正值卡斯科公司在猛烈的市场竞争中方才丢失了童车市场之际。
当一家大公司傲慢地一口气拒绝了“好小孩”的合作意向后卡斯科公司却表示它很情愿与来自中国的童车新秀结盟希冀收复失地重铸辉煌而好小孩集团那么看中了卡斯科公司悠长的历史、良好的商誉和庞大的营销网络。
两边几经磋商结成了战略联盟关系一起开拓美国市场。
依照协议好小孩集团把自己设计生产的童车运往美国由卡斯科公司总代理并以两边联名的“Cosco-Geoby”品牌在美国市场销售。
国际营销期末试题及答案
国际营销期末试题及答案第一部分：选择题1. 在国际营销中，以下哪个因素是决定公司产品定价的主要因素？a) 市场需求b) 生产成本c) 竞争对手定价d) 所在国家的经济状况答案: a) 市场需求2. 哪个市场定位策略适合在新兴市场推出新产品？a) 高端市场b) 特定市场c) 大众市场d) 小众市场答案: c) 大众市场3. 在国际市场开发的过程中，哪个市场输送策略是最直接的方式？a) 直接出口b) 合资企业c) 特许经营d) 联盟合作答案: a) 直接出口4. 全球品牌战略的核心是什么？a) 标准化b) 个性化c) 地域化d) 客户化答案: a) 标准化5. 以下哪个是国际营销中最常用的促销工具？a) 广告b) 促销员c) 公关活动d) 社交媒体答案: a) 广告第二部分：解答题1. 请简要描述国际市场选择的四个主要因素。
国际市场选择的四个主要因素是:市场规模与增长潜力、竞争环境、商业环境、文化因素。
第一，市场规模与增长潜力是选择目标市场时的关键考量因素。
大规模市场和高增长潜力市场往往能提供更多的商机和利润。
第二，竞争环境对于企业在国际市场中取得成功至关重要。
了解竞争对手的策略和优势，有助于企业制定应对措施。
第三，商业环境包括政治、经济、法律等因素。
稳定的商业环境有利于企业在国际市场中长期发展。
第四，文化因素是考虑国际市场时必不可少的因素。
了解目标市场的文化背景和消费习惯，有助于企业调整产品和营销策略，提高市场适应性。
2. 请解释国际产品生命周期理论。
国际产品生命周期理论认为，产品的市场生命周期会随着产品进入国际市场而发生变化。
一般来说，产品生命周期经历四个阶段：导入期、成长期、成熟期和衰退期。
在导入期，产品刚进入国际市场，销售量有限，市场份额低。
在成长期，产品销售量逐渐增长，市场份额也随之上升。
在成熟期，市场竞争激烈，产品销售量趋于稳定，市场份额达到饱和状态。
在衰退期，产品销售量和市场份额开始下降，可能受到新竞争对手或新技术的冲击。
(完整版)《国际市场营销》试题及答案
《国际市场营销》试题及答案第一套题 A卷(答案已验证)★单选题：BDDDA/ACADD1．“酒香不怕巷子深”反映的营销观念是 A、生产观念 B、产品观念 C、推销观念 D、社会营销观念2．强调企业要与顾客、经销商创造更亲密的工作关系和相互依赖的营销观念是 A、推销观念 B、市场营销观念 C、社会营销观念 D、关系营销观念3．下列哪部分收入是国际消费需求变化中最活跃的因素 A、该国国民收入 B、该国人均国民收入 C、该国个人可支配收入 D、该国个人可任意支配收入4．市场定位的4C不包括下面哪个因素 A、客户 B、销售渠道 C、竞争 D、环境5．在进入某一国家的市场之前，必须首先考虑其 A、政治是否稳定 B、市场是否足够大 C、科技是否发达 D、基础设施是否齐全6．具有共同目标或兴趣的两个或两个以上的人联结而成的群体被称为 A、群体 B、参考群体 C、向往群体 D、厌恶群体7．一个人推崇效仿的，期望成为其中一员或与之交往并受其影响的群体被称为 A、群体 B、参考群体 C、向往群体 D、厌恶群体8．人们确信的对某种事物的看法和评价被称为 A、信念 B、学习 C、气质 D、个性9．下列哪个因素对组织购买行为基本不产生影响 A、环境因素 B、组织因素 C、个人因素 D、生产因素10．下面对国际市场营销环境特点的叙述错误的是 A、客观性 B、差异性 C、相关性 D、静态性★多选题：>ABCD/ BDE/ ABCDE/ ADE/ ABCE//ABD/ ABCD/ ABCDE/ ABC/ ABCD1．下列对国际市场生产者市场特点的叙述正确的是 A、购买者地理分布相对集中，购买者较少但购买量较大 B、属于派生需求 C、属于理性需求 D、一般属于全球采购 E、需求富有价格弹性2．以顾客为中心的观念主要有 A、生产观念 B、产品观念 C、推销观念 D、市场营销观念 E、社会营销观念3．企业在开展国际市场营销活动时要发挥主观能动性，必须做到 A、从积极主动的角度出发，能动地去适应国际营销环境 B、以各种不同的方式增强适应国际环境的能力，避免来自国际营销环境的威胁 C、在变化的环境中寻找自己的新机会，并可能在一定的条件下转变环境因素 D、努力去影响和改变营销环境，为企业创造一个更有利的活动空间 E、努力使营销活动与国际营销环境取得有效适应4．人口对市场规模大小的影响主要表现在 A、人口总量是决定市场规模和潜力的一个基本要素 B、人口增长率不是预测市场前景的一个重要指标 C、人口分布状况对产品需求、促销方式、分销渠道都不会产生影响 D、人口年龄结构、性别结构影响着市场的需求结构 E、家庭结构影响着产品的设计与包装5．下列关于供应商的叙述正确的是 A、供应商是影响企业营销的微观环境的重要因素之一 B、供应商是指企业及其竞争者提供生产产品和服务所需资源的企业或个人 C、供应商影响供货的稳定性与及时性 D、企业在寻找和选择供应商时，不会充分考虑供应商的资信情况 E、企业必须使自己的供应商多样化6．技术革命特别是信息技术发展对国际营销的影响主要表现在 A、因特网已经成为国际营销中满足消费者需求最具魅力的营销工具 B、可以有效降低国际交易的费用和交易风险 C、不利用技术革命对产品实施技术创新 D、随着技术的发展，时间成为决定产品策略成败的关键 E、不会影响着国际市场的竞争的内容7．通常状况下影响国际组织市场购买行为的主要因素有 A、国际环境因素 B、组织本身的因素 C、组织人际因素 D、个人因素 E、非个人因素8．人们在一项购买决策过程中可能充当如下角色 A、发起者 B、影响者 C、决策者 D、购买者 E、使用者9．下面对国际生产者市场特点的叙述正确的是 A、非最终消费产品 B、技术性强 C、批量采购 D、最终消费产品 E、技术性不强10．消费者市场具有如下特点 A、发展性 B、多层次性 C、可诱导性 D、复杂多变性 E、替代性★是非题：>NNYYN/YYYNY1．以市场营销观念作为企业营销活动的指导思想就要求企业放弃赢利目标。
国际营销(完整版)
4、评估效益的信息来源不同。前者是国家的国际收支平衡表；后者是公司的营销记录
5、前者属于宏观经济学；后者属于微观经济学
3、企业国际营销的演变
1、国内营销（非经常性对外营销）
2、出口营销（经常性对外营销）
19、自行调研还是外部调研服务
取决于企业的国际运营规模和调研的复杂性。市场调研的规模越大、调研需要很高的专业技术时，使用外部的调研机构越合适；选择外部调研机构看重的是信息质量而不是费用
20、原始资料的收集方法：观察、问询、实验
21、问询调查的形式
购物中心访谈、经理人访谈、焦点集体讨论、电话访谈、入户访谈、信函调查
忠告：文化没有对错、好坏之分，只有差异
4、文化各要素
一）物质文化
1、内涵：人类创造的物质产品，包括生产工具、劳动对象、生产技术。
2、物质文化决定人们的生活方式
3、国际营销者如何把握东道国的物质文化
1）了解东道国物质文化的现状特点
2）了解东道国物质文化的细节
二）语言文字
1、语言文字是最重要的文化因素
2、语言是打开文化窗户的钥匙
7、国际市场调研的内容
（1）国际市场环境调研。有关国家地区或市场的一般信息
（2）国际市场的消费者调研。有关通过把握特定市场或国家的社会、经济、消费和工业发展趋势预测未来营销要求所必需的信息
（3）国际市场营销组合因素调研。做出有关产品、促销、分销与定价决策及制订营销计划所需的信息
企业在国内经营时，营销研究的重点放在第三类，即收集具体的市场信息，因为其它关于本
2．产品、包装、建筑设施等的设计必须符合东道国的审美观
第十七章 国际营销组织、计划与控制 (《国际市场营销学》PPT课件)
食品：主要品牌包括家乐、立顿、和路雪等。
经过多年的大力培植，这些品牌都已家喻户晓，成为中国消费者日常生活中的 常用品牌。
为实现公司在中国长期发展的承诺，从2000年起，联合利华开始了在中国的新 的战略布局：以上海为管理和科研中心，以安徽合肥等地为生产加工基地。联合 利华在合肥的生产基地自2002年投产，生产范围涵盖家庭及个人护理产品、以及 茶叶加工。目前合肥工业园已成为联合利华全球最大的生产基地之一，现出口14 个国家，成为了真正的全球供应中心。随着中国加入世贸组织，联合利华在上海 成立了全球采购中心，依托中国丰富的资源，向联合利华全球出口原料及成品。
国际营销控制系统在营销信息系统中的控制流程：
习题
1.解释下列概念： 国际营销战略计划 本国中心主义 多中心主义 地区中心主义 全球中心主义 战略业务单元SBU 矩阵组织结构模式 全球组 织结构模式 国际营销控制系统
2.国际营销计划的含义是什么？它有哪些主要内容？ 3.跨国公司母公司和子公司的国际营销计划的制订有何区别和 联系？
综合来看，联合利华在中国采取的是典型的基于产品型的混合组织结构，这种 组织结构综合考虑了地区、产品、职能等单一结构的优点，力求从各个生产经营 活动方面更加贴近中国消费者，提供更高标准的产品和服务，支持“本土化”战 略的推行。
来源：新浪播客
思考：联合利华为何要采用混合型的组织结构？
一、产品概念与国际市场产品计划
第十七章国际营销组织、计划与控制
1.国际营销计划 2.国际营销组织 3.国际营销控制
本章学习内容
本章主要阐述国际营销组织、计划和控 制。组织是计划与控制的基础，计划确 定了控制的方向，控制保证了计划的执 行和实现。企业通过这些国际营销管理 手段，使国际市 场营销的各个要素得到 整体化和实效化的组合，并使国 际营销 活动有效率地运行。
国际营销
通常，公司首先通过品牌接触和品牌传播评估来决定在哪里和在哪种情况下品牌或公司与其顾客和潜在顾客 建立。通常，这意味着公司要在进行传统的外部传播方法之前就采取行动。一般这些行动包括内部营销或与公司 雇员和销售队伍有关的活动。在某些情况下，公司开始尝试在营销渠道和业务伙伴中制订整合营销传播计划，希 望能有一个清晰、简明的信息流和公司对顾客的激励及顾客反馈的信息，通常公司的这些行为包括建立多功能小 组，这些小组的是顾客和最终使用者而不是公司的产品和服务。
2、提高市场反应速度
在今天的相互影响的市场中，对经营者最重要的是如何站在顾客的角度及时地倾听顾客的希望、渴望和需求， 并及时答复和迅速作出反应，满足顾客的需求。当代西方一些企业已从过去推测性商业模式，转移成高度回应需 求的商业模式。面对迅速变化的市场，要满足顾客的需求，建立关联关系，企业必须建立快速反应机制，提高反 应速度和回应力。这样可最大限度地减少抱怨，稳定客户群，减少客户转移的概率。
四个阶段
在研究开始之前，课题专家小组假设传播机构在制定整合营销传播计划时历经了以下四个阶段，这四个阶段 （步骤）。
整合的四个阶段。这些阶段已经被实地研究证实。以下加以简要说明。
第一阶段：战术协调：组织开始协调其营销传播活动。通常，他们制定一些品牌计划或者品牌管理计划，或 者说，首先决定管理其品牌以及它发布的与品牌有关的信息。这是通常的“一种形象和一个声音”的概念或定义。 这意味着组织在各方面整合广告信息。同时，公司希望在多媒介、多维度的传播过程中形成协同效应。
国际营销&amp80年代，美国劳特朋针对4P存在的问题提出了4Cs营销理论：即从消费者的需要与欲 望（consumerwants and needs）出发，考虑消费者愿意支付的成本（cost），消费者交易的便利性 （convenience），并通过消费者沟通 (communications）把顾客和企业的利益整合在一起。4Cs营销理论注重 以消费者需求为导向，但被动适应顾客需求的色彩较浓。随着市场的进一步发展，面对竞争的加剧、客户群的不 稳定、企业缺乏营销特色、缺乏满足客户需求的可操作性等新问题，需要企业从更高层次以更有效的方式在企业 与顾客之间建立起有别于传统的互动性关系。
企业国际市场营销活动的阶段划分与基本形态--
企业国际市场营销活动的阶段划分与基本形态（一）初始进入阶段的跨越国界型或对外营销型初始阶段可分为偶然性对外营销与经常性对外营销两个时期。
偶然性对外营销时期，生产能力偶尔过剩或者国内需求短期波动是促使企业进入国际市场的主要原因。
经常性对外营销时期，海外市场销量与利润直接影响企业经营目标的实现，但主要产品系列还是为了满足国内市场需求。
初始阶段的特点：国际市场只是作为国内市场的补充，企业主要以国内消费者为销售对象。
但同时在海外建立销售网络，初步涉及海外市场，少量的在国际市场上销售同类产品。
这一阶段主要以出口为主。
没有资金的对外投入，只是单纯的对外出口贸易。
（二）当地扩张阶段的异国型或国外营销型企业总部采用在海外委托制造、独立制造或合资制造等方式，在国外生产基地从事生产，并在国外市场销售。
在当地扩张阶段，海外市场对企业经营目标的实现至关重要，营销产品不再是国内产品的直接出口，而是专门为国际市场开发与生产的产品。
该阶段的特点:这一时期开始对海外市场进行大力的投资扩张，以出口为主的市场营销阶段开始在国际市场上直接建立国际营销对外部门，以出口导向转变为国际市场导向，这一阶段国内外市场的开发趋于一致。
但是这一阶段，比较侧重于发现国外市场的机会，采取在国外市场投资，生产和销售的方式。
这个相比于第一阶段来说更有进步性。
对于海外市场的开拓是一个极大的进步，但是面临的风险也更大。
相比于初始阶段，这一阶段对于海外开始有资金投入，也不再只是单纯的对外出口贸易。
（三）全球化阶段的多国型或全球性营销随着国际企业在国外直接投资，设立子公司或分公司，企业逐渐由多国公司发展成跨国公司。
这些子公司或分公司的所有权仍操纵在总公司手中。
总部设在国内，由总公司作出经营决策，而在国外生产和销售产品。
全球化阶段是企业国际营销活动的最高阶段。
该阶段的特点：各国市场同质化趋势加强，全球的企业对外投资都在急剧的增加。
在这种情况下，企业的市场营销活动就突破了地域的限制，不在分为国内市场和国外市场，已经突破了地域的限制。
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2013-8-20
概述
加多宝简介
加多宝大型专业饮料生产及销售企业，是中国唯一一个可以喝可口可 乐相媲美的民族企业。
加多宝旗下产品包括红色罐装『加多宝』、茶饮料系列 『加多宝』所经营的红色罐装是凉茶行业的第一大品牌，由纯中草药 配制，清热降火，功能独特。 加多宝销售网络遍及中国大陆30多个省、市、自治区，并销往东南亚、 欧美等地
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2、劣势 （1）、最大威胁和挑战主要是来自跨国饮料品牌的鲸吞蚕食 和本土饮料品牌之间的同质化竞争，。
（2）、饮料企业推陈出新的速率远远高于加多宝，同时国际企业和 国内大企业如可口可乐和康师傅等拥有渠道优势，饮料品种多，能够 很好的满足不同的消费者，加多宝产品单一，如果企业失误那将使企 业毁于一旦。
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六、价格策略
（一）定价策略 加多宝进行了成功的产品定位和品牌定位后，3.5元的零售价格， 因为“预防上火的功能”，不再“高不可攀”。主要目的是打开更多 的市场。 （二）市场现状 功能性饮料将热卖饮料市场，随着我国城市居民生活水平的不 断提高，人们对饮料的消费需求也发生了明显的变化。喝饮料不再仅 仅是为了解渴，而希望饮料能提供如降火、美容、补充人体中必需的 微量元素和健身等附加的一些保健功能。具有特定功能的饮料将会成 为今后饮料行业中又一个重要的细分市场。 （三）定价因素 本产品定价主要考虑一下因素：同类产品价格、运输费、管理 费、生产成本、包装成本、税金、合理利润、市场调查的结果等等。 （四）最终定价 每罐13元的零售价格
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宏观分析
宏观分析 经济：受生产资料价格上涨、劳动力工资成本提高，融资困难和 融资成本提高、节能和控制污染排放方面的费用增加等因素影响，企 业生产成本增加较为明显。 政策：在政府良好经济政策引领下，凉茶产业、民营企业携手耕 耘，共同进退。
随着总需求增幅放缓，市场竞争变得越来越激烈，企业提高产品销售 价格转移成本上升压力的空间有限。企业利润减少，经营困难加大， 可能会影响到企业的投资能力，进而影响到企业投资的增长。
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埃及对外贸易政策
埃及对外贸易频繁，与120多个国家和地区保持着贸易伙伴关系。埃 及主要贸易伙伴有美国、法国、德国、意大利、英国、日本、沙特、 阿联酋等。埃及政府采取若干措施来扩大对外出口，减少贸易逆差。 包括发展民族工业、争取生产更多进口替代品、限制进口，尤其是消 费性制成品的进口、争取扩大出口，尤其是原油、原棉以外的非传统 性商品的出口。 2011年埃及对外贸易额818.86亿美元，其中出口额279.13亿美元， 进口额539.73亿美元。
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3、机会 （1）、日益细分化的消费群体为饮料企业开展目标营销提供 机会，不同饮料群体有着不同的饮料消费需求，为饮料企业进行市场 拓展提供无限空间加多宝占据凉茶这一形象品牌的最高位子。
（2）、加多宝市场渗透的地域差异为其避实就虚策略创造空间 ，加 多宝可以根据各品牌市场占有情况，对竞争企业很少进入和尚未形成 领导品牌的地区进行市场渗透和重点攻击.
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埃及风俗习惯
埃及人具有阿拉伯人典型的性格特征。他们正直、勤劳、热情好客、 慷慨大方、乐善好施，从不怨天尤人。他们爽朗宽容，也很健谈，他 们的即席演讲能力令人叹服。埃及人的家庭观念很重，尤其是妇女。 在埃及人的社会中，等级观念依然存在。
埃及人一般都遵守伊斯兰教教规，忌讳喝酒，喜欢喝红茶。他们有饭 后洗手，饮茶聊天的习惯
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2013-8-20
3、企业自身特点
1 饮料市场容量在不断的扩大，整个饮料行业市场前景看好。 口味是影响消费群体购买的最重要因素加多宝的口感是最佳的
2价格的影响也不容忽视，被列为影响购买的第二大因素，加多宝抓 住了这个消费心理，以优质优价的策略来吸引留住顾客， 3品牌知名度、保质期、购买方便也成为人们购买时普遍考虑的较重 因素， 4广告影响也相当重要。所以加多宝要针对消费者的需求来制定战略， 特别是加多宝的公关际政治经济关系
1992年，两国政府建立了经贸混合委员交流机制。 1994年两国签定了投资保护协定。 1995年签署了新的经济和贸易协定。 1997年以来，两国政府先后签署了《关于中国帮助埃及建设苏伊士湾 经济特区的备忘录》、《关于在石油领域开展合作的框架协议》、 《中国政府鼓励公民出国旅游目的地国协议》等。 2001年，双边民间交流机制正式启动，进一步推动了两国间合作规模 不断扩大，合作领域不断拓宽。
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3）、将产品的劣势转化为优势。 ①、淡淡的中药味，成功转变为“预防上火”的有力支撑； ②13元的零售价格，因为“预防上火的功能”，不再“高不可攀”； ③、“加多宝”的品牌名、悠久的历史，成为预防上火“正宗”的最 好的证明。
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3、需解决的问题 企业应该融入埃及当地的人文背景，消费习俗。得到埃及 消费者的认 可。 4、解决方案 首先，了解当地人文，文化，消费习惯，消费特点以及消费者的需求。 其次，要保持自己原有的特色，维持品牌形象，并结合当地市场的特 点，进行细节上的转变使埃及消费者更容易接受。 再次，根据解消费者的需求，作出适合消费者需求的正确的战略
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1、面对埃及政府如何打开贸易壁垒，是中国产品进入埃及市场并得到有 效的推广。 2、面对埃及民众如何融入埃及当地的人文背景，消费习俗。得到埃及 消费者的认可。
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四、目标设定与行动方案
（一）策划目的 开创加多宝在埃及饮料市场，占有较大份额的优势，同时巩 固顾客关系，开发新市场，形成国际性的凉茶饮品。 (二)策划目标 1．、目标市场 企业的产品归属在饮料行业中，具有去热降火的“功能性饮 料” 2、市场定位 （1）、由于在中国占有率已相当高，此时就要维护国内的 销售额，以国内为中心，向世界市场发展。 （2）、进入宣传市场。“预防上火的凉茶”品牌定位使产品和竞争 者能有效地区分开来。并进入了肯德基等这类有着很广宣传渠道的强 势餐饮连锁企业，肯德基将加多宝作为中国的特色产品，确定为其餐 厅现场销售的饮品。
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2012年饮料市场分类统计图
80% 70%
瓶 装 水 、 液 态 奶 、 碳 酸 饮 料
50%
果 汁 饮 料 、 茶 饮 料
功 能 型 饮 料
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场。
1、市场潜力 通过市场调研分析得出，凉茶这是一个巨大的市
2、竞争者
目前中国市场的饮料品种繁多，竞争激烈做好广 告战略和得到消费者的认可。还要摸清楚自己的竞争对手 的营销战略及其战略定位。
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五、产品组合
(一)产品描述
加多宝配方中主要有“三花、菊花、金银花、蛋花、三草、甘草、 仙草、夏枯草、一叶、布渣叶”，外观多为红色的灌装，让人想起红 火的中华。独特的中药味是其一大特色。 （二）产品名称 进过多年发展，如今命名为：加多宝 （三）特点 清凉爽口，独特的中药味。 （四）功能 预防上火，同时能起到去热去火的功效 （五）包装 易拉罐灌装，现在为了满足需求部分地区提供瓶装的。
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（三）结果分析（SWOT分析）
1、优势
功能性饮料将热卖饮料市场，随着我国城市居民生活水平的 不断提高，人们对饮料的消费需求也发生了明显的变化。具有特定功 能的饮料将会成为今后饮料行业中又一个重要的细分市场。
淡淡的中药味，成功转变为“预防上火”的有力支撑。 3.5元的零售价格，因为“预防上火”的功能，不再“高不可 攀”。 · “加多宝”的品牌名称、悠久的历史，成为预防上火“正 宗”凉茶有力的支撑。
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关键问题 1、面对埃及政府如何打开贸易壁垒，是中国产品进入埃及市场并得 到有效的推广。
2、面对埃及民众如何融入埃及当地的人文背景，消费习俗。得到埃 及消费者的认可。
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三、市场细分
一）目标市场策略 1、市场细分碳酸饮料： 以可口可乐、百事可乐为代表； 茶饮料、果汁饮料: 以康师傅、统一、汇源为代表； 功能性饮料：以脉动、加多宝等为代表； 2、目标市场选择 购买需求：埃及地处热带，天气较为炎热，消费者对清凉下火的饮料 需求量，比较大。 购买能力：埃及国民GDP比中国高3%有一定的购买能力。 3、目标市场战略 根据解消费者的需求，作出适合消费者需求的正确的战略
加多宝国际推广方案
组长：史琳 组员：林朝亮 刘瑞平 彭超 陈婉仙 王文良
一、前言 二、现状分析 三、市场细分
四、目标设定与行动方案
五、产品组合 六、价格策略 七、渠道策略 八、推广策略
埃及简介
人口数量： 81,940,984人（2011年） 人口密度： 76.3人/平方公里（2011年） 主要民族： 阿拉伯人、柏柏尔人、科普特人 主要宗教： 伊斯兰教 国土面积： 1,001,449平方公里 水域率： 0.6% GDP总计： 2,357.19亿美元（2010年） 人均GDP： 2,970美元（2010年 埃及是阿拉伯和非洲国家人口最多的城市。 年品均气温夏季平均气温最高34. 2℃，最低20. 8℃；冬季最高19. 9℃， 最低9. 7℃
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八、推广策略
（一）推广目标
使消费者更加进一步认识加多宝。进一步提高加多宝的知名度， 并促进销售。