国际营销14版期末复习资料

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《国际市场营销学》期末复习材料NEW

《国际市场营销学》期末复习材料NEW

1、市场营销分析工具:(1)分析宏观环境——PEST分析(2)企业状况——SWOT分析(3)行业状况——波特五力模型(4)市场选择战略——STP(5)评价市场细分——MASA(6)波士顿矩阵法——分析和规划企业产品组合2、国际市场营销的目标——满足国际市场需要3、企业开展国际市场营销活动的导向——国际市场需求4、国际市场营销学的研究中心——国外顾客需求5、开展国际市场营销的主力军——跨国公司6、本国政府采取支持和鼓励本国企业到国际市场开拓经营的一系列政策,目的是扩大出口,获取更多利润。

7、4P策略:产品、价格、渠道、促销8、营销观念9、企业开展国际市场营销时,最为严重的政治风险——没收、征用、国有化10、政治风险的外部影响因素:东道国的国际关系、东道国的政治稳定性、产品在东道国的政治敏感度(越敏感风险越大)、企业在东道国的知名度11、国际市场中的文化环境不同,会导致居民对相同产品的接受程度不同12、区域经济一体化的发展阶段是:自由贸易区、关税同盟、共同市场、经济同盟。

P7513、国际营销调研的类型:探测性调研、描述性调研(如实反映市场经营状况)、因果关系调研、预测性调研。

14、国际营销信息系统的构成:内部报告系统、营销情报系统、营销调研系统、营销分析系统。

15、营销战略目标的制定过程:STP(市场细分、目标市场选择、市场定位)、制定营销组合16、市场细分是根据消费者消费需求和购买习惯的差异将整个市场划分为若干子市场。

17、市场细分应适度,恰当的市场细分应该既能保证市场细分的有效性和精确性,又能使成本最低,运用的细分变量并非越多越好。

18、国际消费品市场的细分标准:地理、人口、心理、行为19、国际工业品市场的细分标准:最终用户、用户特点、用户地理、用户行为20、目标市场选择策略:集中性、差异性、无差异性21、消费者对某种商品的要求与爱好比较接近,企业选择目标市场时,应采取无差异性营销策略。

22、某公司将它的目标市场定在高档笔记本电脑市场上,尽力在这一市场上取得最大的份额,应采取集中性营销策略。

国际营销复习资料及习题

国际营销复习资料及习题

《国际营销》复习资料及习题期末复习重点:国际市场营销的概念市场营销观念案头调研和实地调研目标市场营销分销渠道的宽度和长度产品定价方法整体产品概念国际产品生命周期理论促销方法:广告,人员推销,公共关系。

及其与产品生命周期的联系练习题:判断题:1.遇到环境威胁,企业只有回避,没有其他办法。

()2.产品生命周期是指产品从开始使用到报废为止,失去其使用价值的全过程。

()3.当产品处于衰退期时,应主要采取广告作为促销手段。

()4.营销就是销售。

()5.分销商与代理商的根本区别在于是否拥有产品的所有权()6.营销者可以是卖主,也可以是买主。

()7.案头调研是对第二手资料进行再搜集、整理和分析,从而间接地获得对自己有用的信息并加以利用。

()8.国际目标市场选择包括两层含义,一是指选择目标市场国,二是指选择目标市场国上的目标消费者。

()9.无差异营销视整个国际市场为目标市场。

()10.工业品的促销组合以人员推销为主,同时辅以营业推广,广告和公共关系()单项选择题1.分析一个国家的市场规模,主要根据( )A.人口状况和收入水平B.经济状况和类型C.人口总量和年龄结构D.恩格尔系数2.国际营销与国内营销的区别主要体现在( )A.经营观念的演进B.企业结构的不同C.经营商品的不同D.营销环境的变化3. 企业考虑进入某一国外市场后对该国的顾客进行的细分,这种含义上的细分叫做( )A.国际市场细分B.国际市场宏观细分C.国际市场中观细分D.国际市场微观细分4.企业采用许可证贸易、技术转让、劳务合作等方式进入国际市场的模式属于()A.出口进入模式B.合同进入模式C.投资进入模式D.贸易进入模式5.在市场细分的基础上,企业将多个细分市场作为目标市场并针对每个子市场分别制定营销组合方案。

这种营销策略是()A.无差异国际营销B.差异型国际营销C.密集型国际营销D.细分型国际营销6.国际市场营销是指()A.各国之间商品交换B.向他国出口产品C.跨国界的市场营销活动D.在某国生产产品7.以下哪种途径获得的信息属于二手资料?()A.通过访谈B.通过调查问卷C.通过市场试验D.通过报纸和刊物8.产品质量、式样和品牌属于产品概念的()A.核心产品B.有形产品C.期望产品D.附加产品9. 关于品牌与商标的关系,下列说法正确的是()A.品牌和商标是一回事B.品牌是商标的一部分C.商标是品牌或品牌的一部分D.品牌和商标之间没关系10.“不管顾客需要什么,我的车就是黑色的。

国际营销期末考试总复习

国际营销期末考试总复习

Review the whole book for term exam 2013Chapter one:P.7 International marketing defined•Performance of business activities designed to–Plan–Price–Promote, and–Direct the flow of a company’s goods and services to consumers or users in more than one nation for a profitP.8 Exhibit 1.3P.12 SRC (definition)SRC is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions.P.14 4 steps are suggested as a framework1.Define business problem or goal•Home-country vs. foreign-country cultural traits, habits, or norms•Consultation with natives of the target country2.Make no value judgments3.Isolate the SRC influence•Examine it carefully to see how it complicates the problem4.Redefine the problem•Without SRC influence•Solve for the optimum business goal situationP.16 stages of International Marketing•No direct foreign marketing•Infrequent foreign marketing•Regular foreign marketing•International marketing•Global marketingChapter two:P.23 GATT (three basic elements)•Three basic elements:•1) trade shall be conducted on a non-discriminatory basis;•2) protection shall be afforded domestic industries through customs tariffs, not through such commercial measures as import quotas;•3) consultation shall be the primary method used to solve global trade problems.P.25-26 IMF (three objectives)–Stabilization of foreign exchange rates–Establishment of freely convertible currencies to facilitate the expansion and balanced growth of international trade–The IMF also lends money to members having trouble meeting financial obligation to other members.World Bank Group (services)–Lending money to the governments of developing countries–Providing assistance to governments for developmental projectsto the poorest developing countries–Lending directly to the private sector–Providing investors with guarantees against “noncommercial risk”–Promoting increased flows of international investmentP.27-39 Global Markets and Multinational Market GroupsEurope•-- European Integration•-- European Union (EU Institutions, Economic and Monetary Union and Expansion of the European Union)The Americas•-- North American Free Trade Agreement (NAFTA)Asian-Pacific Rim•-- Association of Southeast Asian Nations•-- Asia-Pacific Economic CooperationAfricaThe Middle EastP.33 NAFTAP.51 Big emerging markets share a number of important traits•Big emerging markets share a number of important traits. They•- Are all geographically large.•- Have significant populations.•- Represent sizable markets for a wide range of products.•- Have strong rates of growth or the potential for significant growth•- Have undertaken significant programs of economic reform.•- Are of major political importance within their regions.•-Are “regional economic drives.”•Will endanger further expansion in neighboring markets as they grow•Because many lack modern infrastructure, much of the expected growth will be in industrial sectorsChapter three:P.59 Exhibit 3.1 (the love-hate relationship between the United States and MexicoP.65 Exhibit 3.4 World Energy ConsumptionP.68 Rural/urban migration (a desire for greater access to …)–Sources of education–Health care–Improved job opportunitiesP.68 Population Decline& Aging•Population growth in many countries has dropped below the rate necessary to maintain present levels• A nation needs a fertility rate of about 2.1 children per woman•Not one major country has sufficient internal population growth to maintain itselfChapter four:P.75 culture’s pervasive impact•Culture affects every part of our lives, every day, from birth to death, and everything in between–Japan –the year of the Fire Horse•As countries move from agricultural to industrial to services economies’birthrates decline •Consequences of consumption–Tobacco•Culture not only affects consumption, it also affects production–Stomach cancer in JapanP.79 definition of cultureP.79 Exhibit 4.4 Origins of CultureChapter five:P.100 10 basic criteria for required adaptation1) open tolerance2) flexibility3) humility4) justice/fairness5) ability to adjust to varying tempos6) curiosity/interest7) knowledge of the country8) liking for others9) ability to command respect10) ability to integrate oneself into the environmentP.101 cultural imperatives–Business customs and expectations that must be met and conformed to or avoided if relationships are to be successful►The significance friendship cannot be overemphasized–In some cultures a person’s demeanor is more critical than in others–Imperatives vary from culture to cultureP.102 cultural electives (Example)–Relate to areas of behavior or to customs that cultural aliens may wish to conform to or participate in but that are not required–A cultural elective in one county may be an imperative in another–Cultural electives are most visibly different customsP.102 cultural exclusives (Example)–Customs or behavior patterns reserved exclusively for the localsP.103 The impact of American culture on management style(7 important ideas)•“Master of destiny” viewpoint•Independent enterprise as the instrument of social action•Personnel selection and reward based on merit•Decisions based on objective analysis•Wide sharing in decision making•Never-ending quest for improvement•Competition producing efficiencyP.105 PDI•Higher on Hofstede’s Power Distance Index (PDI)–May lead to business misunderstandingsP.106-108 Management Objectives and AspirationsP.111 P-time versus M-time•Monochronic time–Tend to concentrate on one thing at a time–Divide time into small units and are concerned with promptness–Most low-context cultures operate on M-Time•Polychronic time–Dominant in high-context cultures–Characterized by the simultaneous occurrence of many things–Allows for relationships to build and context to be absorbed as parts of high-context cultures•Most cultures offer a mix of P-time and M-time behavior–Have a tendency to be either more P-time or M-time in regard to the role time plays •As global markets expand more businesspeople fromP-time cultures are adapting to M-time.P.113 Marketing Orientation• A company’s marketing orientation has been positively related to profits (U.S.)•Other countries have more traditional approach–Production orientation (consumers will prefer products that are widely available)–Product orientation (consumers will favor products that offer the most quality performance, or innovative features)–Selling orientation (consumers and businesses alike will not buy enough without prodding)•Encouraging a marketing orientation across global business units can be difficultP.116-117 Business Ethnics (corruption & Bribery)•Types of Corruption–Profits (Marxism)–Individualism (Japan)–Rampant consumerism (India)–Missionaries (China)–Intellectual property laws (Sub-Sahara Africa)–Currency speculation ( Southeast Asia)•Criticisms of Mattel and Barbie–Sales of Barbie declined worldwide after the global standardization–Parents and government did react–Mattel’s strategy boosted sales of its competitionP.118 Exhibit 5.5P.119 Exhibit 5.6P.119 Bribery & Extortion•Bribery and Extortion–V oluntary offered payment by someone seeking unlawful advantage is bribery–If payments are extracted under duress by someone in authority from a person seeking only what he are she is lawfully entitled to that is extortionLubrication & subornation–Lubrication involves a relatively small sum of cash, a gift, or a service given to a low-ranking official in a country where such offerings are not prohibited by law –Subornation involves giving large sums of money, frequently not properly accounted for, designed to entice an official to commit an illegal act on behalf of the oneoffering the bribeP.124 Exhibit 5.7Chapter six:P.131 the sovereignty of nations• A sovereign state–Independent–Free from all external control•Sovereignty–Powers exercised by a state in relation to other countries–Supreme powers exercised over its own members•Nations can and do abridge specific aspects of their sovereign rights in order to coexist with other nations–NAFTA –North America Free Trade Agreement–NATO –North Atlantic Treaty Organization–WTO –World Trade Organization•The United States involvement in international political affiliations is surprisingly low•The WTO is considered by some as the biggest threat so far to national sovereigntyP.137 political risk of global business•Confiscation–the seizing of a company’s assets without payment•Expropriation–where the government seizes an investment but makes some reimbursement for the assets•Domestication–when host countries gradually cause the transfer of foreign investments to national control and ownership through a series of government decrees–Mandating local ownership–Greater national involvement in a company’s managementP.144 lessening political vulnerability•Relations between governments and MNCs are generally positive if the investment –Improves the balance of payments by increasing exports or reducing imports through import substitution–Uses locally produced resources–Transfers capital, technology, and/or skills–Creates jobs–Makes tax contributions•Political parties often focus public opinion on the negative aspects of MNCs whether true or false–As scapegoats for their own failure–To serve their own interestsP.145-146 MNCs can use other strategies to minimize political vulnerability and risk (6 approaches)–Joint ventures–Expanding the investment base–Licensing–Planned domestication–Political bargaining–Political payoffsChapter seven:P.152 common VS code law•Common law–Seeks interpretation through the past decisions of higher courts which interpret the same statues–Applies established and customary law principles to a similar set of facts–Are recognized as not being all-inclusive–Ownership is established by use•Code law–Legal system is generally divided into three separate codes►Commercial►Civil►Criminal–Ownership is determined by registration–Considered complete as a result of catchall provisions found in most code-law systemsP.153 Islamic law•The basis for Islamic law is interpretation of the Koran•Islamic law defines a complete system that prescribes specific patterns of social and economic behavior for all individuals–Property rights–Economic decision making–Types of economic freedom•Among the unique aspects of Islamic law is the prohibition against the payment of interest •The Islamic system–Places emphasis on the ethical, moral, social, and religious dimensions to enhance equality and fairness for the good of societyP.154 Marxist –socialist Tenets•Socialist countries are now more directly involved in trade with non-Marxist countries –Necessitated the development a commercial legal system that allowed engagement in active international commerce•Pattern for development varies among countries–Each has a different background–Development of market-driven economies at different stages•Premise is that law is strictly subordinate to prevailing economic conditions–Fundamental propositions as private ownership, contracts, due process, and other legal mechanisms have had to be developedP.155 Jurisdiction is generally determined in one of three ways–Jurisdictional clauses included in contracts–Where a contract was entered into–Where the provisions of the contract were performedP.155 conciliation (definition)•Conciliation is a nonbinding agreement between parties to resolve disputes by asking a third party to mediate differences.P.156 arbitration (definition)P.158 litigation (deterrents to …)–Fear of creating a poor image and damaging public relations–Fear of unfair treatment in a foreign court–Difficulty in collecting a judgment that may otherwise have been collected in a mutually agreed settlement through arbitration–The relatively high cost and time required when bringing legal action–Loss of confidentialityP.161 prior use versus registration•Prior Use –whoever can establish first use is typically considered the rightful owner •Registration –the first to register a trademark or other property right is considered the rightful owner• A company that believes it can always establish ownership in another country by proving it used the trademark or brand name first is wrong and risks the loss of these assets •It is best to protect intellectual property rights through registrationChapter eight:P.174 The research processP.178-179 quantitative research and qualitative researchChapter nine: (none)Chapter ten:P.225 quality defined•Shift to a customer’s market•Increased customer knowledge•The customer defines quality•The cost and quality of a product–Among the most important criteria by which purchases are made •Quality can be defined on two dimensions–Market-perceived quality–Performance quality•Most consumers expect performance quality•In many industries quality is measured by third parties–JD Power and AssociatesMaintaining Quality:•Damage in the distribution chain–Russian chocolate•Quality is essential for success in today’s competitive global market•The decision to standardize or adapt a product is crucial in delivering qualityP.236 Exhibit 10.1P244 A global brand (definition)•A global brand is the worldwide use of a name, term, sign, symbol, design, or combination thereof Intended to identify goods or services of one seller and to differentiate them from those of competitors.P.245 Global Brands (Function)•The Internet and other technologies accelerate the pace of the globalization of brands•Ideally gives the company a uniform worldwide image•Balance•Ability to translateChapter eleven:P.254 Demand in Global B2B MarketsChapter twelve:P.273 Japanese distribution structure has 4 distinguishing features1. A structure dominated by many small middlemen dealing with many small retailers2.Channel control by manufacturers3. A business philosophy shaped by a unique culturews that protect the foundation of the systemP.285 factors affecting choice of channels (6 “C”)•Cost•Capital requirements•Control•Coverage•Character•Continuity•P.287-290 Channel ManagementLocating middlemenLocating middlemenSelecting middlemenMotivating middlemenTerminating middlemenP.288 select middlemen–Screening–The agreementChapter thirteen:P.299 IMC•Integrated marketing communications (IMC) are composed of–Advertising–Sales promotions–Trade shows–Personal selling–Direct selling–Public relations•Objective: successful sale of a product or service•Availability of appropriate communication channels can determine entry decisionsP.299 sales promotion (definition)•Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation. Sales promotions are short-term efforts directed to the consumer or retailer to achieve specific objectivesP.300 International public relations (definition)•Public relations (PR) is creating good relationships with the popular press and other media to help companies communicate messages to customers, the general public, and governmental regulators.Chapter fourteen:P.334 selecting sales and marketing personnel (certain personnel characteristics, skills and orientations)Management must define precisely what is expected of people•Prime requisites–Maturity–Emotional stability–Breadth of knowledge–Positive outlook–Flexibility–Cultural empathy–Energetic and enjoy travel•Mistakes can be costly• A manager’s culture affects personnel decisionsP.341 IBM’s process of revamping its sales compensation scheme(do’s and don’s of global compensation)•Do involve representatives from key countries•Do allow local managers to decide the mix between base and incentive pay•Do use consistent performance measures (results paid for) and emphasis on each measure •Do allow local countries flexibility in implementations•Do use consistent communication and training themes worldwide•Don’t design the plan centrally and dictate to local offices•Don’t create a similar framework for jobs with different responsibilities•Don’t require consistency on every performance measure within the incentive plan•Don’t assume cultural differences can be managed through the incentive plan•Don’t proceed without the support of senior sales executives worldwideP.344 A report on what MNCs are doing to improve the reentry process suggests five steps1 Commit to reassigning expatriates to meaningful positions.2 Create a mentor program.3 Offer a written job guarantee stating what company is obligated to do for returningexpatriate.4 Keep the expatriate in touch with headquarters through periodic briefings and headquartervisits.5 Prepare the expatriate and family for repatriation once a return date is set.Chapter fifteen:P.355 Full-cost versus Variable–cost pricing•Variable-cost pricing–Firm is concerned only with the marginal or incremental cost of producing goods to be sold in overseas markets•Full-cost pricing–Companies insist that no unit of a similar product is differentfrom any other unit in terms of cost–Each unit must bear full share of the total fixed and variable costP.355 skimming versus penetration pricing•Skimming–Used by a company when the objective is to reach a segment of the market that is relatively price insensitive–Market is willing to pay a premium price for the value received•Penetration pricing policy–Used to stimulate market and sales growth by deliberately offering products at low pricesP.357 price escalation•Costs of exporting–Price escalation•Taxes, tariffs, and administrative costs–Taxes include tariffs–Tariff –fee charged when goods are brought into a country from another country–Administrative costs►Include export and import licenses►Other documents►Physical arrangements for getting the product from port of entry to the buyer’s location•Inflation–In countries with rapid inflation or exchange variation, the selling price must be related to the cost of goods sold and the cost of replacing the items •Deflation–In a deflationary market, it is essential for a company to keep prices low and raise brand value to win the trust of consumers•Exchange rate fluctuations–No one is quite sure of the future value of currency–Transactions are increasingly being written in terms of the vendor company’s national currency•Varying currency values–Changing values of a country’s currency relative to other currencies–Cost-plus pricing•Middleman and transportation costs–Channel diversity–Underdeveloped marketing and distribution channel infrastructuresP.361 approaches to reducing price escalation•Lowering cost of goods–Manufacturing in a third country–Eliminating costly functional features–Lowering overall product quality•Lowering tariffs–Reclassifying products into a different, and lower customs classification–Modify product to qualify for a lower tariff rate within classification–Requiring assembly or further processing–Repackaging•Lowering distribution costs–Shorter channels–Reducing or eliminating middlemen•Using foreign trade zones to lessen price escalation–Establish free trade zones (FTZs) or free ports•Tax-free enclave not considered part of country•Postpones payment of duties and tariffs•Dumping–Use of marginal (variable) cost pricing–Selling goods in foreign country below the price of the same goods in the home marketP.364 dumping (definition)P.366 countertrade (definition)P.371 Getting Paid: Foreign Commercial PaymentsLetters of creditBills of exchangeCash in advanceOpen accountsForfaiting。

国际市场营销学复习资料

国际市场营销学复习资料

国际市场营销学复习资料一、考试纲要:1.理解熟记国际市场营销与国内市场营销的区别与联系2 .正确理解市场的概念(1 对市场的认识应随社会生产力和商品经济发展而变化。

(2 市场的实质是商品供求关系的总和。

(3 从现代市场经济出发理解市场,市场是指对某种产品有需要和购买能力的人们。

(4 产销市场的出现是现代市场经济发展的必然结果。

3 .理解熟记国际市场营销的特殊性。

4 .熟记国际市场营销发展的几个阶段或国际市场营销的发展过程。

5.理解熟记国际市场营销学与国际贸易学的不同点。

6 .理解人口因素对营销的影响7 .理解价值观与态度影响国际营销的主要表现8 .理解熟记国际营销企业在东道国所面临的主要控制和压力9 .理解熟记简述国际营销文化环境的构成要素。

10 .理解熟记国际市场环境中的文化环境因素。

12 .理解熟记与国际营销有关的国内法律措施。

13 .理解熟记信息工作和企业经营的关系。

(1)信息是企业经营决策的基础。

(2)信息是控制企业营销活动的主要工具。

(3)信息搜集、处理分析研究的复杂性,企业需要有专职人员处理。

(4)企业都有本身所特有的问题,必须组织专人进行调查才能获得所需信息。

14 、理解熟记国际市场营销环境包括哪些因素?15 .理解熟记国际市场信息系统的构成。

16.理解熟记市场研究的主要类型。

17 .理解熟记市场调查与分析中,二手资料的作用?18 .理解熟记国际市场扩展的基本战略。

19 .理解国际市场竞争的基本战略。

20 .理解熟记国际营销战略的规划过程或国际营销战略规划的制定过程。

21 .理解熟记消费品市场的细分标准。

22 .理解熟记整体产品的构成。

23.理解熟记新产品开发的基本程序。

(1)确定新产品战略;(2)新产品组织;(3)新产品构思;(4)新产品评价;(5)新产品的商业化。

24 .理解熟记国际产品营销战略的种类。

(1)产品扩展—促销扩展;(2)产品扩展—促销适应;(3)产品适应—促销扩展;(4)产品适应—促销适应;(5)产品创新。

国际市场营销期末复习

国际市场营销期末复习

国际市场营销复习一、名词解释1、国际市场营销:国际市场营销(international marketing)是指一个企业对商品和劳务流入一个以上国家的消费者或用户手中过程进行计划、定价、促销和引导,以便获取利润的活动。

简言之,在全球视角下开展企业的市场营销活动。

2、差异性营销策略:企业将整体市场看作一个大的目标市场,不进行细分,用一种产品、统一的市场营销组合去满足整个市场的需要。

3、特许经营:特许经营是某一母公司(特许方)授予另一独立实体(被特许方)以某种规定的方式从事业务活动的权利。

4、产品标准化策略:是指国际营销企业把进行标准化(包括造型、包装、商标、功能等)设计的产品推向世界各国市场的策略。

5、倾销:是指外国进口商品在某国市场上以低于公平价格的水平销售,以致使当地市场上生产同类产品的企业受到实质性的损害或实质性的威胁6、国际市场定位:国际市场定位,是根据竞争者现有产品在国际细分市场上所处的地位和顾客对产品某些属性的重视程度,塑造出本企业产品与众不同的鲜明个性或形象并传递给目标顾客,使该产品在细分市场上占有强有力的竞争位置7、集中性营销策略:企业集中全部力量进入一个或少数几个细分市场,在选定的一个或少数几个细分市场上开展营销活动。

8、许可证贸易:通过许可证协议,在一定时期内企业(许可方公司)允许另一公司(被许可方)使用其知识财产,并以双方选项定的产权费作为补偿。

9、产品差异化策略:产品差异化策略是为了满足不同国家或地区的消费者由于所处不同的地理、经济、政治、文化及法律等环境尤其是文化环境的差异而形成的对产品的千差万别的个性需求。

它是企业开展国际市场营销的主流产品策略。

10、国际广告:是指为了配合国际营销活动,在产品出口目标国或地区所做的商品广告。

它是以本国的广告发展为母体,再进入世界市场的广告宣传,使出口产品能迅速地进入国际市场,为产品赢得声誉,扩大产品的销售,实现销售目标。

11、国际目标市场:所谓国际目标市场,就是企业在经过国际市场细分并对细分市场进行分析评价的基础上准备进入开展国际营销活动的市场部分。

国际市场营销期末复习资料

国际市场营销期末复习资料

国际市场营销是国内市场营销在国际市场上的延伸,指企业为满足国际市场需求和获得利润而进行的经营和销售活动。

企业进行市场扩张时的地理顺序本地市场,地区市场,全国市场,海外相邻市场,全球市场。

国内市场营销可控因素:产品、价格、渠道、促销。

不可控因素:人口、政治,法律,经济市场营销环境不可控因素:竞争格局,文化背景,技术水平,经济体制,政治力量,地理因素国际市场营销的基本类型。

贸易-出口营销型海外投资-国外营销型——独资、合资的方式在国外生产基地从事生产,并在该国市场就近销售跨国公司-多国营销型——在两国或两国以上从事经营活动的公司国际市场营销的发展阶段国内营销——目标仅在本国市场上的营销活动出口营销——企业以国内市场为基础,同事从事部分产品的出口业务,通过产品出口进入国际市场的一种营销形态,是企业进入国际市场的第一阶段国外营销——在出口营销的基础上,企业更多地参与某些国外市场,并有比较完整的国际市场营销策略的营销活动多国营销——是指企业同时参与多个国外市场的一种国际营销活动,并有比较完整的国际营销策略的营销活动。

全球营销——跨国经营,企业将整个世界看作一个市场。

区域经济组织类型优惠贸易协定-最惠国待遇(关税优惠)自由贸易区关税同盟-统一的关税制度共同市场经济联盟完全经济一体化自由贸易区特点:取消关税与非关税壁垒缺点:造成迂回贸易,很多企业将市场进入程序改为向区域内关税最低的国家出口,之后在免税出口到最终消费国解决:按原产地确定最终关税的税收制度eg:欧洲、北美、东盟、日本新加坡、中国东盟、日本东盟国际贸易政策关税——经常性、进口税、出口税、过境税-转口税(转口贸易)、非经常性、临时性关税、差价税、进口附加税(饭反倾销,反补贴)非关税壁垒-隐蔽进口配额出口限额进口许可证外汇管制技术壁垒(政府采购政策,垄断,专断海关估价制,技术卫生服务标准)鼓励出口出口补贴本币贬值出口信贷出口信贷国家担保制世界贸易组织-wto、前身是关贸总协定gatt4P:产品(product)价格(price)渠道(place)促销(promotion)公共关系(public relation)政治(politics)目标市场国国内环境人口环境——数量、增长、结构、分布、流动政治环境——✧政治制度(国家结构-权力,政治体制-发达展,资本社会,政党体系)✧政治稳定性、✧政治风险、✧没收,征用和国有化、✧进口限制与外汇管制、✧价格管制与劳动问题、✧税收管制法律环境——法律制度(大陆,英美)、涉及国际营销的法律规定、有关产品的法律规定、有关价格的法律规定、有关渠道的法律规定、有关促销的法律规定、就有法律效力的国际公约、协定、国际惯例及仲裁机构消费者市场购买力的特征✧消费者市场交易的范围广,购买人数多,比较分散✧消费者个体差异较大,因此对产品的花色,品种,规格等要求复杂多样,消费者的购买数量小,次数多✧消费者大多缺乏商业的专业知识,因此受企业广告或其他推广方式得影响较大,属于非专家购买✧消费者的购买流动性大,购买商品比较慎重,印钞票购买力会在不同地区,不同企业及替代品之间流动✧消费者的需求具有无线扩展性,人们的需求会随着社会经济的发展和消费者收入的提高而不断向前发展,不断产生新需求✧消费者得需求具有多层次性——生理,安全,社会,尊重,自我实现消费者的决策过程✧引起需求→收集信息→选择评估→购买决策→购后评价国际市场宏观细分地理位置经济水平社会文化标准-案例分析——语言、宗教、美学、价值观、社会组织国际市场微观细分地理系分——考虑不同地区偏好人口细分——年龄和家庭生命周期,性别,收入,人口多元细分心里细分——生活方式、个性行为细分——时机、追求利益(经济、名望、耐用)、使用者状态、产品使用率、品牌总程度、态度、使用者状态——非使用者,过去使用者,经常使用着,首次使用者市场占有率高潜在使用者市场变为首次使用者经常使用着市场占有率低满足现有经常使用着需求重点放在竞争对手的现有客户喜迎她们适应他们使用自己的品牌使用者状态——重点商品,重点顾客,80%核心客户,20%重点商品品牌总程度——鉴定的忠诚者、不坚定的忠诚者、转移的忠诚者、多变者态度——热情、肯定、不关心、否定、敌视国际市场细分的有效性特征✧可测量性✧可盈利性✧可进入性✧可行动性✧稳定性国际目标市场营销策略-案例无差异市场营销策略——把整个国际市场作为目标市场,针对共性,用单一的营销策略去开拓市场,用一种产品/一套标准化的营销方案去吸引更多的购买者(标准化,麦当劳)差异化市场营销策略——推出多种产品,采用不同的市场营销组合,以满足细分后各子市场的不同消费需求。

国际商务与国际营销总复习资料

国际商务与国际营销总复习资料

国际商务与国际营销总复习资料《国际商务与国际营销》复习资料第一章国际贸易的优势一.国际贸易的起因:要点:1、开展国际贸易的原因:气候、资源稀缺、比较优势理论、政治因素、技术差异2、生产要素:被生产者用来生产产品或服务的东西。

包括:土地:包括地下矿藏、河流、海洋、地表上生长的一切。

劳动力:所有愿意并能够劳动的人组成的总和。

资本:主要包括资金,也包括所有商品生产过程中涉及的机器和厂房。

企业:包括了那些愿意在产品或服务的生产过程中进行投入的人,他们做出决策并愿意承担风险,是资本和土地的所有者。

3、专业化:是使人们能够提供其最擅长的产品和服务的一种生产方式。

专业化生产的优点:(1)雇佣的每个员工能够做他们最擅长的工作(2)在不断地重复一项任务中掌握熟练技术(3)减少对工具的需求成本,可以购买专业的机器设备(4)无需转换流程,节约时间(5)与学习全部流程相比,工人只需学习部分流程,花费更少的时间来掌握专门的技能(6)雇主能更准确地估计生产成本和产量4、规模经济:如果企业提高产量,单位成本和平均生产成本都降低。

规模经济分为:内部规模经济分为:技术经济、财务经济、管理经济、商业经济、风险承担经济、研发经济。

外部规模经济:也称聚集经济历年考题:1.下列属于内部规模经济类型的是( D )A.废料的高效处理 B.辅助产业的存在C.支撑性服务的存在 D.商业风险的分散2.企业实施大规模生产获得的成本节约属于( D )A.机会成本 B.绝对优势C.比较优势 D.规模经济二.绝对优势:要点:1、绝对优势理论:亚当·斯密提出的绝对优势理论是指利用同样数量资源的情况下,一个生产商(国家)可以生产出比另一个生产商(国家)更多的特定产品;一国有可能比其他国家在生产某种产品或配件上更有效率,每个国家都生产自己最擅长的产品和服务,各国都能获益。

绝对优势:说明:1)两国均用一半资源产生X和Y产品;2)A国在生产X产品有绝对优势,B国在生产Y产品上有绝对优势;A国应将所有资源生产X,B国应将所有资源生产Y。

国际营销期末复习资料整理

国际营销期末复习资料整理

国际营销期末复习资料整理填空:SRC:self-reference criterion 自我参照标准GATT:General Agreement on Tariffs and Trade关贸总协定WTO:World Trade Organization 世贸组织IMF:The International Monetary Fund 国际货币基金组织WBG: World Bank Group 世界银行EU:European Integration欧盟euro欧元NAFTA: North American Free Trad Agreement北美自由贸易协定ASEAN: Association of Southeast Asian Nations东南亚国家联盟APEC:Asia-Pacific Economic Cooperation亚太经合组织COE: Country-of-origin effect 原产地效应市场供应:market offerings企业对消费者营销B2C:business-to-consumer marketing企业对企业B2B:business-to-business市场细分:market segmentation产品调试:product adaptation产品同化:product homologation绿色营销:green marketing特别提款权:special drawing rights(SDRs)促销支持: Promotional support大规模零售商店法: Large-Scale Retail Store Law出口管理公司: Export Management Companies(EMC)制造商的出口代理: Manufacturer’s Export Agent(MEA)补充营销/顺带销售:Complementary Marketing(piggybacking) 客户关系管理: Customer relationship management(CRM)销售队伍: Sales force虚拟外派: Virtual Expatriates当地人员: Local Nationals第三国人员: Third-Country Nationals(TCNs)平行进口: Parallel Imports /parallel importation灰色市场: Grey/Gray Markets专营: Exclusive distribution自由贸易区: free trade zones(FTZs)反补贴税: countervailing duty最小的进入量: minimum access volume(MAV)反向购买、抵消贸易: Counter-purchase or off-set trade回购: Buy-back补充贸易:Compensation deals革新产品: Innovative products and adaptation自有品牌:Private brands名词解释:1.International marking is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.国际营销是指在计划、定价、促进和引导公司商品和服务流向不止一个国家的消费者或用户以获取利润的商业活动的表现。

国际市场营销学期末复习题

国际市场营销学期末复习题

国际市场营销学期末复习题一、简答题1.什么是国际市场营销?国际市场营销是指企业根据国际市场需求,对产品进行包装外销的活动。

它包括了市场调研、产品定位、市场策略、销售渠道等方面。

2.国际市场营销的主要目标是什么?国际市场营销的主要目标是在国际市场上实现企业的销售目标,并通过广告营销等手段,提升产品的知名度和形象。

3.什么是市场细分?市场细分是将市场划分为若干细小的市场部分,以满足特定消费者群体的需求。

4.为什么国际市场营销需进行市场细分?国际市场营销需要进行市场细分,主要是因为国际市场的消费者群体十分庞大,他们的需求和喜好各不相同,只有通过市场细分,才能更好地满足不同群体的需求。

5.请说明国际市场营销策略的要素。

国际市场营销策略的要素包括市场定位、市场调研、目标市场选择、市场开发、产品定价、产品包装、广告宣传等。

二、论述题1.国际市场营销的难点是什么?国际市场营销的难点主要有以下几个方面:•文化差异:不同国家和地区有着不同的文化背景和价值观念,产品在不同文化环境下的传播和接受度会有所不同。

•法律法规:不同国家和地区的法律法规对市场营销活动有着不同的限制和要求,需要企业了解并遵守这些规定。

•语言沟通:不同国家和地区使用不同的语言,语言沟通的障碍会对市场营销活动产生影响。

•竞争对手:国际市场上竞争激烈,需要企业制定有效的竞争策略,与其他竞争对手进行竞争。

2.国际市场营销中的产品定价策略有哪些?产品定价策略在国际市场营销中非常重要,常见的产品定价策略有:•市场定价:根据市场需求和竞争情况确定产品的价格。

•成本加价:在产品成本的基础上加上一定的利润,作为产品的价格。

•售价导向:根据消费者对产品价格的敏感程度,确定产品的价格。

•市场份额定价:通过降低产品价格,争夺更大的市场份额。

三、应用题某企业打算将产品进军国际市场,请根据以下条件,制定适合该产品的国际市场营销策略:1.产品介绍:–产品名称:SmartWatch–产品功能:智能手表,具备计步、心率监测、来电提醒等功能–售价:$1502.目标市场:–欧美地区年轻人群体3.竞争对手:–Apple Watch、Samsung Galaxy Watch4.策略措施:–市场定位:将SmartWatch定位为功能上与Apple Watch等竞争对手相近,但价格更具竞争力的产品。

(完整版)国际市场营销期末考试复习重点

(完整版)国际市场营销期末考试复习重点

国际市场营销第一章国际市场营销导论“国际市场营销”:是国内市场营销在国际市场上的延伸,是指企业为满足国际市场需求和获得利润而进行的超越本国国境的营销和销售活动。

国际市场营销基本类型:1、贸易——出口营销型2、海外投资——国外营销型3、跨国公司——多国营销性国际市场营销理论:大卫·李嘉图:比较利益学说(比较优势学说)雷蒙德·弗农:产品生命周期理论赫克歇尔-俄林:资源配置学说海默:垄断优势理论马斯洛的需求理论层次:自我实现的需要尊重的需要社交的需要安全的需要生理的需要第二章国际市场营销环境(上)——国际环境区域经济组织的类型和特点:类型:1、优惠贸易协定 4、共同市场2、自由贸易区 5、经济联盟3、关税同盟 6、完全经济一体化特点:1、区域经济组织是一种国际趋势2、区域化经济组织有不断扩大的趋势3、区域经济组织有不断高度化的趋势4、区域经济组织在某种程度上存在交叉性(了解)非关税壁垒有哪些形式:主要:进口配额、出口限额、进口许可证、外汇管制其他:政府采购政策、进出口的国家垄断、专断的海关估价制、各种技术或卫生标准等。

(知道)4P——产品(product)、价格(price)、渠道(place)、促销(promotion)+公共关系(public relation)政治(politics)政府经济中所起的作用:参与者、规范者(管理者)。

(政府在经济中不能当决策者)第三章国际市场营销环境(下)目标市场过的国内环境——目标市场过的国内环境经济体制:是指在一定的历史发展阶段,国家采用何种方式来管理经济活动的具体制度,是一国宏观经济环境的最重要特征。

世界各国的经济体制分类方式:按财产所有权划分:私有制经济体制和公有制经济体制按志愿配制方法划分,可分为计划经济体制和市场经济体制(知道)经济发展阶段:传统社会阶段——起飞前的准备阶段——起飞阶段(工业化的开始)——成熟阶段—-高额群众消费阶段——追求生活质量阶段(真正突变)政治风险类型:(1)没收、征用和国有化 (5)政局动荡(2)进口限制与外汇管制(6)政治干预竞争(3)价格管制与劳工问题(7)政治报复和经济制裁(4)税收管制国际市场营销有关的法律:产品质量法标准法商标法包装法直销法反不当竞争法广告法等具有法律效力的国际公约:《国际海运公约》《联合国国际货物销售合同公约》《保护工业产权国际公约》国际惯例:《华沙—牛津规则》《国际贸易术语解释通则》《商业跟单信用证统一惯例》第四章国际市场购买行为分析消费者市场的特征(消费者市场购买行为特征):1消费者市场交易的范围广,购买人数众多,而且较为分散(广泛性)2消费者的个体差异加大,对商品的要求复杂,并且购买数量小、次数多。

国际市场营销的最终复习资料

国际市场营销的最终复习资料

《国际市场营销学》总复习1、我国企业走向市场营销的动因(1)国内市场竞争激烈(2)获取国外先进科学技术及先进的管理技术(3)利用两种资源和两个市场获取低成本的生产资源及引进外资2、国际市场营销:是指在一国以上把企业生产的商品或劳务引导到消费者或用户手中去以便获取利润的经营活动。

3、国内营销与国际市场营销联系和区别国际市场营销学是国内市场营销的延伸。

国际市场营销的基本原理和方法同国同内市场营销无多大差异二者的主要区别是:▪市场营销环境不同。

国际营销所面临的环境更复杂。

▪市场营销组合策略有区别(产品战略、定价战略、分销策略、促销策略)▪国际营销战略及营销管理过程更复杂4、国际营销与国际贸易的比较联系:(1)目的相同:获取利润;(2)交换对象相同:商品与劳务(3)面临相同的国际环境;(4)理论基础相同:早期“比较利益学说”和“国际产品生命周期理论”区别:(1)商品交换主题不同。

国际贸易是国与国之间的产品或劳务的交换,主体是国家;国际营销是企业与企业之间的产品或劳务的交换,主题是企业。

(2)商品流通形态不同。

国际贸易是跨国界型的,交换的产品或劳务必须是从一国移到另一个国。

国际营销形态是多样化的,产品可以是跨国界的也可能不是跨国界的。

(3)国际贸易的作业流程比国际营销狭窄。

(4)国际营销活动较国际贸易更富于主动及创造精神。

(5)评估二者的效益的信息来源不同。

国际贸易效益的信息来源是国际收支平衡状况;国际营销是企业营销记录。

5、企业跨国营销的演进1、国内营销2、出口营销3、国际市场营销4、多国营销5、全球营销全球营销:是以全球文化的共同性及差异性为前提,主要侧重于文化的共同性,实行统一的营销战略。

同时也注重各国需求的差异性而实行本土化营销策略。

是以地理为中心导向,其产品战略是扩展、适应及创新的混合体。

6.国际营销面临国际市场竞争的挑战:∙全球化竞争的领域日益扩大:从有形产品扩展到无形产品领域的竞争∙全球化竞争的内容日益扩大:营销策略从单纯价格策略扩展为整合营销策略∙全球市场竞争的主体发生了变化:单一企业—跨国公司∙全球竞争形势发生了新的变化:你死我活---双赢7、国际市场营销任务:企业从事国际营销的任务是根据国内外不可控制的环境因素,运用企业可控制的因素,制定出国际营销的战略目标并加以实现。

国际营销期末复习资料整理

国际营销期末复习资料整理

填空:SRC:self-reference criterion 自我参照标准GATT:General Agreement on Tariffs and Trade关贸总协定WTO:World Trade Organization 世贸组织IMF:The International Monetary Fund 国际货币基金组织WBG: World Bank Group 世界银行EU:European Integration欧盟euro欧元NAFTA: North American Free Trad Agreement北美自由贸易协定ASEAN: Association of Southeast Asian Nations东南亚国家联盟APEC:Asia-Pacific Economic Cooperation亚太经合组织COE: Country-of-origin effect 原产地效应市场供应:market offerings企业对消费者营销B2C:business-to-consumer marketing企业对企业B2B:business-to-business市场细分:market segmentation产品调试:product adaptation产品同化:product homologation绿色营销:green marketing特别提款权:special drawing rights(SDRs)促销支持: Promotional support大规模零售商店法: Large-Scale Retail Store Law出口管理公司: Export Management Companies(EMC)制造商的出口代理: Manufacturer’s Export Agent(MEA)补充营销/顺带销售:Complementary Marketing(piggybacking)客户关系管理: Customer relationship management(CRM)销售队伍: Sales force虚拟外派: Virtual Expatriates当地人员: Local Nationals第三国人员: Third-Country Nationals(TCNs)平行进口: Parallel Imports /parallel importation灰色市场: Grey/Gray Markets专营: Exclusive distribution自由贸易区: free trade zones(FTZs)反补贴税: countervailing duty最小的进入量: minimum access volume(MAV)反向购买、抵消贸易: Counter-purchase or off-set trade回购: Buy-back补充贸易:Compensation deals革新产品: Innovative products and adaptation自有品牌:Private brands名词解释:1.International marking is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.国际营销是指在计划、定价、促进和引导公司商品和服务流向不止一个国家的消费者或用户以获取利润的商业活动的表现。

国际营销 , 期末考试 ,复习重点,万里。第一章

国际营销 , 期末考试 ,复习重点,万里。第一章

第一章 认识市场营销
1.2 市场营销学价值、价值链
顾客满意是指一个人对一种产品的感知到的效果与他 的期望值比较后,所形成的愉悦或失望的感觉状态。 顾客价值(customer value),也叫总顾客价值,是顾 客从某一特定产品或服务中获得的一系列利益的总和, 包括产品价值、服务价值、人员价值和形象价值。
1.1 营销的定义
营销是计划和执行关于商品、服务和创意的构想、定 价、促销和分销,以创造符合个人和组织目标的交换 的一种过程。 世界上最短的营销定义:“比竞争对手更加有利润地 满足顾客的需要” 。 ( Philip • Kotler )
Philip • Kotler
第一章 认识市场营销 现代营销系统的构成要素:
第一章 认识市场营销 二、营销观念的历史演进:
(一)生产观念
1.3营销观念
产生的背景:生产力水平比较低、产品供不应求, “卖方市场” 企业生产什么,消费者买什么;“以产定销” 企业营销活动的重点是以产品生产为中心,尽可能地 增加产量和降低成本以增加利润
生产观念案例:福特公司
• 亨利.福特经 过简化设计、 提高生产效率, 1908年将T型 车价格降为 825美元 ,使 得汽车在美国 迅速普及。
耐克是典型的“哑铃式”结构的企业,是没有 制鞋车间的鞋业公司。 耐克的模式实质上是一个品牌运营商的模式: 只有一千多人,没有自己的工厂,但拥有两个 无价的网络,即前端的开发网络和后端的营销 网络。 具体生产则承包给劳动力成本低廉的国家和地 区的厂家,以此降低生产成本。 阿迪达斯2005年8月3日斥资31亿欧元(约合40 亿美元)收购美国锐步公司,旨在进一步挑战 世界运动品霸主美国耐克(Nike)公司。
第一章 认识市场营销
1.2 市场营销学的核心概念

国际营销课后复习题 人民大学出版社 14版

国际营销课后复习题 人民大学出版社 14版

Discussion Questions for Chapter 33. Why study a country’s history? DiscussHistory helps define a nation’s “mission,” how it perceives its neighbors, how it sees its place in the world, and how it sees itself. Insights into the history of a country are important for understanding attitudes about the role of government and business, the relations between managers and the managed, the sources of management authority, and attitudes toward foreign corporations.To understand, explain, and appreciate a people’s image of itself and the attitudes and unconscious fears that reflected in its view of foreign cultures, it is necessary to study the culture as it is now as well as to understand the culture as it was—that is, a country’s history.Unless you have a historical sense of the many changes that have buffeted Japan—seven centuries under the shogun feudal system,i the isolation before the coming of Admiral Perry in 1853, the threat of domination by colonial powers,ii the rise of new social classes, Western influences, the humiliation of World War II, and involvement in the international community—it is difficult to fully understand its contemporary behavior.Loyalty to family, to country, to company, and to social groups and the strong drive to cooperate, to work together for a common cause, permeate many facets of Japanese behavior and have historical roots that date back thousands of years. Loyalty and service, a sense of responsibility, and respect for discipline, training, and artistry have been stressed since ancient times as necessary for stability and order. Confucian philosophy, taught throughout Japan’s history, emphasizes the basic virtue of loyalty “of friend to friend, of wife to husband, of child to parent, of brother to brother, but, above all, of su bject to lord,” that is, to country.A fundamental premise of Japanese ideology reflects the importance of cooperation for thecollective good. Japanese achieve consensus by agreeing that all will unite against outside pressures that threaten the collective good. A historical perspective gives the foreigner in Japan a basis on which to begin developing cultural sensitivity and a better understanding of contemporary Japanese behavior.4.How does an understanding of history help an international marketer?To u nderstand, explain, and appreciate a people’s image of itself and the fundamental attitudes and unconscious fears that are often reflected in its view of foreign cultures, it is necessary to study the culture as it is now as well as to understand culture as it was, that is, a country’s history. An awareness of the history of a country is particularly effective for understanding attitudes about the role of government and business, the relations between managers and the managed, the sources of management authority, and attitudes toward foreign MNC’s. History is what helps define a nation’s “mission,”how it perceives its neighbors, and how it sees its place in the world. To understand a country’s attitudes, prejudices, and fears it is necessary to look beyond the surface or current events to the inner subtleties of the country’s entire past for clues.6. Some say the global environment is a global issue rather than a national one. Whatdoes this mean? Discuss.Many view the problem as a global issue rather than a national one. One report on the global environment stressed . . . “it is quite clear that a number of critical problems—the threat to the ozone layer, the greenhouse effect, the loss of biodiversity, and ocean pollution—cannot be addressed by nations in isolation.”Companies looking to build manufacturing plants in countries with more liberal pollution regulations than they have at home are finding that regulations everywhere are becoming stricter. Many Asian governments are drafting new regulations and strictly enforcing existing ones. A strong motivator for Asia and the rest of the world is the realization that pollution is on the verge of getting completely out of control.Neither Western Europe nor the rest of the industrialized world are free of environmental damage; rivers are polluted and the atmosphere in many major urban areas is far from clean.The very process of controlling industrial wastes leads to another and perhaps equally critical issue: the disposal of hazardous waste, a by-product of pollution control. Estimates of hazardous wastes collected annually exceed 300 million tons; the critical question is disposal that does not move the problem elsewhere.The business community is responding positively to the notion that the focus must be on the global environment rather than “the quality of the air, land, and water in our own backyards.”An International Chamber of Commerce Industry Forum on the environment reflected a shift in company attitudes toward environmental issues away from a reactive and largely defensive stance to a proactive and constructive approach. Some skeptics may dismiss such statements as “window dressing” and they could be, but the beginning of change is awareness. Responsibility for cleaning up the environment does not rest solely with governments, businesses, or activist groups. Each citizen has social and moral responsibility to include environmental protection among his/her highest goals.9. Discuss the bases of world trade. Give examples illustrating the different bases.The basis for world trade is the differences between countries. One of these differences is the difference between people. Different heritages have resulted in the development of certain unique skills in the people of a country. An example would be the watchmaking skill developed by the Swiss. Thus, they have a unique skill on which to base trade. Another difference is the one of differing stages of economic development existing in the world today. Some countries are highly developed and industrialized.These nations, such as the United States and France, might be trading in luxuries, whereas an underdeveloped nation, such as Kenya, might be forced to trade only in essential capital goods. A third difference in countries serving as a basis for world trade is the availability of natural resources. Great Britain, poor in mineral resources, imports petroleum, where West Germany, rich in mineral resources but not food, imports large amounts of fruits and vegetables. Thus, trade is created by these differences: (1) Differences in skills – other countries seek the products of skills, (2) differences in economies –countries seek products they don’t produce but need, and (3)differences in national resources – countries buy and sell resources which they do not have or have an abundance of.15. The telegraph, telephone, television, satellites, computer, and the Internet have all hadan effect on how international business operates. Discuss how each of thesecommunications innovations affects international business management.An underpinning of all commerce is effective communications, knowledge of where goods and services exist and where they are needed and the ability to communicate instantaneously across vast distances. Facilitating the expansion of trade have been continuous improvements in electronic communications. First came the telegraph, then the telephone, television, satellites, the computer and the Internet. Each revolution in electronic technology has had a profound effect on human conditions, economic growth and the manner in which commerce functions. As each “new” communications technology has had its impact, new business models have been spawned and some existing businesses re-invented to adapt to the new technology while other businesses have failed to respond and thus ceased to exist. The Internet revolution will be no different; it too affects human conditions, economic growth, and the manner in which commerce operates. As we will discuss in subsequent chapters, the Internet has already begun to shape how international business is managed. However, as the Internet permeates the fabric of the world’s cultures, the biggest changes are yet to come!Discussion Questions for Chapter 82.Discuss how the shift from making "market entry" decision to "continuous operation" decisions creates a need for different types of information and data.●General information about the country, area, and/or market●Information to forecast future marketing requirements●By anticipating social, economic, consumer, and industry trends within specific markets orcountries●Specific market information used to make and develop marketing plans3.Discuss the breadth and scope of international marketing research. Why is it generally broader in scope than domestic marketing research?●Economic and demographic climate●Cultural, sociological; and political climate●Overview of market conditions●Summary of the technological environment●Competitive situation8.Discuss the problems of gathering secondary data in foreign markets.●Availability of data●Reliability of data●Comparability of data15."The foreign market researcher must possess three essential capabilities to generate meaningful information", what are they?● A high degree of cultural understanding of the market in which the research is beingconducted● A creative talent for adapting research methods● A skeptical attitude in handling both primary and secondary data Discussion Questions for Chapter 106.Discuss the different promotional/product strategies available to an international marketer.The marketer has at least three viable alternatives when entering a new market: he can (1) sell the same product he presently sells elsewhere, (2) individualize existing products to the tastes and specific needs of the new country, or (3) develop a totally new product. These three basic alternatives, when combined with promotional effort, can be developed into five different product strategies available to the international marketer. First, a company can sell the same product using the same promotional message worldwide as Pepsi-Cola and the Coca-Cola company do. A second version is to sell the same product but with promotions featuring different use patterns, for example, garden power equipment designed for United States home use but sold as agricultural equipment in underdeveloped countries. A third strategy involves altering the basic physical features of the product to meet local environmental needs but promoting the product to fill the same use patterns as are prevalent in the domestic market.Detergents redesigned to function in cold water but still promoted to get clothes clean is an example of this strategy. The fourth strategy requires both a change in the product to meet different use patterns and a change in the promotional message accompanying it. For example, the fifth strategy is one of investing or developing a totally new product rather than adapting an existing one. This is less frequently done, but as companies move into less developed markets and seek greater economic penetration into these markets it becomes more prevalent. As examples, the Coca-Cola Company has developed Saci, a protein fortified beverage to sell in foreign countries as a diet supplement; and Ford and General Motors are experimenting with a “bare bones” Model T-type truck to sell in developing countries. The success of any of these strategies depends upon the product and the fundamental need it fulfills, its characteristics and their perception within the culture, and finally, the associated costs of each program.7.Assume yo u are deciding to “go international” and outline the steps you would take to help you decide on a product line.Library research project.8.Products can be adapted physically and culturally for foreign markets. Discuss.Products can be adapted to a new culture in a variety of ways ranging from simple package changes to total redesign in the physical product. Some need for change becomes obvious with relatively little analysis. For example, a cursory analysis of a country will uncover theneed to require electrical goods if it uses a different voltage system, or to indicate product simplification when the local level of technologies is not high, or the need for a color change if the present color violates local taboos, etc. Most such superficial changes can be spotted by looking at product use patterns, the economy, and other related culture elements. One international scholar has categorized these changes into thirteen environmental factors listed below. Each is quickly detected and requires only basic changes to bring the product in line with a culture.Environmental Factor Design ChangeLevel of technical skills Product simplificationLevel of labor cost Automation or manualization of productLevel of literacy Remarking and simplification of productLevel of income Quality and price changeLevel of interest rates Quality and price change (investment in high qualitymight not be financially desirableLevel of maintenance Change in tolerancesClimatic differences Product adaptationProduct simplification and reliability improvement Isolation (heavy repair difficult andexpensive)Differences in standards Recalibration of product and resizingThe suggested changes are primarily concerned with the price and physical or mechanical properties of a product. Such product characteristics certainly can impede effective use of a product within another culture, but more subtle differences within a culture require other kinds of changes that must be resolved before a product gains acceptance.Internal cul tural variations may require product adaptation that hinges more on the product’s conflict with norms, values, and behavior patterns than on its physical or mechanical aspects.For example, introduction of a new product into a culture that does not perceive a need for such an item can conflict with established norms, locally accepted values can be upset by trying to introduce personal care items into a culture that prefers body functions remain very private and assuming too high a level of sophistication in product usage may overlook local behavior patterns.9,What are the three major components of a product? Discuss their importance to product adaptation.The three major components of a product are: (1) its core, the physical product and all its functional features; (2) the packaging component that includes the physical package in which the product is presented, as well as the brand name, trademark, styling and design features, price and quality levels; (3) the support services component, which completes the product buyers receive and from which the bundle of satisfactions received are derived. This support services component includes repair and maintenance services, installation, delivery, warranty, spare parts, training and instructions, credit, and any other services related to the use andpurchase of the product. The importance of each component, as well as the perceived component attributes are functions of culture. What may be desirable in one culture may be unimportant in another. A product is, in a large part, a cultural phenomenon; that is, culture determines the individual’s perception of what a product is and what satisfaction that product provides. Therefore, in developing products for international markets, adaptation of that bundle of utilities or satisfaction received may be necessary to bring the product in line with the culture’s needs. Such adaptation may require changes of any one or all of the product components as defined above.16.Discuss “environmentally friendly” products and product dev elopment.Germany has a strict Eco-labeling program to identify, for the concerned consumer, products that have a lesser negative impact on the environment than similar products. Under German law, a manufacturer is permitted to display a logo, called the “Blue Angel,” on all products that comply with certain criteria that make it environmentally friendly. More than 3,200 products in 58 product categories have been examined and given the Blue Angel logo. While it is difficult to judge the commercial value of a Blue Angel designation, manufacturers are seeking the eco-label for their products in response to growing consumer demand for environmentally friendly products. Similar national labels are under discussion in France, Denmark, the Netherlands and the United Kingdom. The EC Commission issued guidelines for eco-labeling that became operational in October 1992. Under the EC directive, a product is evaluated on all significant environmental effects throughout its life cycle, from manufacturing to disposal, a cradle-to-grave approach. Companies will be encouraged to continuously update their environmental technology because eco-labels will be granted for only a limited period. As more environmentally friendly products come onto the market, the standards will become tougher, and products that have not been improved will lose their eco-label.The “Blue Angel” and similar eco-labels are awarded on the basis of a product’s environmental friendliness, that is, how “friendly” when used and when its residue is released into the environment. A detergent formulated to be bio-degradable and not pollute would be judged more friendly than a detergent whose formulation would be harmful when discharged.Aerosol propellants that do not deplete the ozone layer are another example of environmentally friendly products. No country’s laws yet require products to carry an “eco-label” to be sold. The designation that a product is “environmentally friendly” is voluntary and its environmental success depends on the consumer selecting the “eco-friendly” product. However, laws that mandate systems to control solid waste management, while voluntary in one sense, do carry penalties in that consumers may not select their products.Discussion Questions for Chapter 122.“Perhaps advertising is th e side of international marketing with the greatest similaritiesfrom country to country throughout the world. Paradoxically, despite its many similarities, it may also be credited with the greatest number of unique problems in international marketing.” Di scuss.The paradox lies in the fact that advertising methodology is similar from country to country but that the unique problems of company policy limitations, legal aspects, linguistics, media limitations, all pose a distinct problem to the international advertiser. Advertising must be related to the basic and existing motivation patterns. The unique problem is to find this motivation and orient your campaign to the stimuli which must make the majority of the people buy the product. But these problems are generally mechanical and can be easily overcome by long-range research.5.Outline some of the major problems confronting an international advertiser.Of all the elements of the marketing mix, decisions involving advertising are the ones most often affected by cultural differences among country markets. Consumers reflect their culture, its style, feelings, value systems, attitudes, beliefs, and perceptions. Since advertising’s function is to “interpret or translate the need/want satisfying qualities of produ ct and services in terms of consumer needs, wants, desires, and aspirations,” the emotional appeals, symbols, persuasive approaches and other characteristics of an advertisement must coincide with cultural norms to be effective.Reconciling international advertising and sales promotion effort with cultural uniqueness of markets is the challenge confronting the international or global marketer. The global advertiser is confronted with legal and tax considerations, language limitations, media limitation and production and cost limitations. These limitations must all be dealt with effectively if a company is to have an effective advertisement.Discussion Questions for Chapter 132.Why may it be difficult to adhere to set job criteria in selecting foreign personnel? Whatcompensating actions might be necessary?It may be difficult to adhere to set job criteria in selecting foreign salesmen because there may be several different levels of job criteria and the company must move down these levels after having trouble hiring individuals who conform to the established criteria. Compensating actions, which may be necessary, include sales commissions, as this motivates the better personnel and eliminates the receiving of equal wages by both the better and poorersalesmen.3.Why do the global sales force cause special compensation problems? Suggest somealternate solutions.The global sales force causes special compensation problems because an imbalance is created, as the expatriate salesman would normally receive more than would the foreign salesman, and the foreign salesman will feel aggrieved and mistreated. Motivational devices are valuable in providing solution but perhaps a foreign sales force managed by expatriate salesmen is best.9.“It is costly to maintain an international sales force.” Comment.It is certainly more expensive to maintain an international sales force than a domestic sales force because travel, living expenses, interpreters, training and establishing a sales force, etc., all contribute to higher expenses. However, the increasing number of companies going overseas indicates it is well worth it.10.Adaptability and maturity are traits needed by all salesmen. Why should they be singled out as especially important for international salesmen?These two traits are singled out as especially important for international salesmen because the foreign market is extremely different from the domestic market and calls for different policies and more independent decisions and commitments. The traits are credited with being two of the prime causes for failure of international salesmen.11.Can a person develop good cultural skills?Yes. Good cultural skills just as good social skills can be developed. Cultural skills provide the individual with the ability to relate to a different culture, even when the individual is unfamiliar with the details of that particular culture. Anyone being sent to another culture should receive training to develop cultural skills. In addition, they should receive specific schooling on the customs, values, and the social and political institutions of the host country.There are a variety of organizations that provide intercultural training.。

国际市场营销期末复习重点

国际市场营销期末复习重点

名词解释1.绿色消费:指消费者意识到环境恶化已经影响其生活质量及生活方式,要求企业生产及销售对环境冲击最小的产品,以减少对环境的损害的消费。

2.共同市场:指共同市场成员国间完全废除关税及数量限制,建立对非成员过的共同关税,同时劳动力与资本等生产要素在成员国之间自由流动。

3.文化的民族中心主义:人们对本民族的文化有着一种强烈的认同感,并自觉或不自觉地贬低其他文化中陌生和未知的部分。

4.许可证进入模式:在许可证进入模式下,企业在一定时期内向一外国法人单位(如企业)转让其工业产权,如专利、商标、产品配方、公司名称或其他有价值的无形资产的使用权,获得提成费用或其他补偿。

许可证合同的核心就是无形资产使用权的转移。

5.倒推定价法:企业先根据国外市场上同类产品的价格估算本企业产品国外市场上的零售价格,然后扣除中间商的利润、关税、运费等,倒推出产品的出厂价格,然后同成本比较,最后定出价格。

简答题5.政治风险的类别:政治风险来自于东道国未来政治变化的不确定性,和东道国政府对外国企业未来利益顺海的不确定性。

政治风险一般包括四类:总体政局风险,所有权/控制风险,经营风险,转移风险。

总体政局风险:它产生于企业对东道国政治制度前景认识的不确定性。

总体政局不稳定不一定会迫使企业放弃投资项目,但肯定会干扰企业经营决策和获利水平。

所有权/控制风险:它产生于企业对东道国政府注销或限制外商企业行为认识的不确定性。

这类风险包括政府对国外企业的没收和国有化行为。

经营风险:它产生于企业对东道国政府控制性惩罚认识的不确定性。

它主要表现在对生产、销售、财务等经营职能方面的限制。

转移风险:它主要产生于对东道国政府限制经营所得和资本的汇出认识的不确定性。

6.进行国际营销的企业选择间接出口模式具有哪些优点?①企业可以利用中间商现有的海外渠道进入海外市场,这对于缺乏海外联系或初次进入外国市场的企业意义尤为重要。

②企业可以不必自己处理出口单证、运输和保险业务。

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1. SRC is an unconscious reference to one’s own cultural values, experiences,and knowledge as a basis for decisions2. Culture(1) is the sum of the "value, rituals, symbols, beliefs, and through processes that arelearned and shared by a group of people ,then transmitted from generation to generation."(2) Is the human made part of human environment-the sum total of knowledge, beliefs, art,morals, laws, customs, and any other capabilities and habits acquired by humans as members of society.3. Marketing research is traditionally defined as the systematic gathering ,recording ,andanalyzing of data to provide information useful to marketing decision making.4. Green marketing is term used to identify concern with the environmentalconsequence of a variety of marketing activities.5. Distribution process includes the physical handling and distribution of goods ,the passageof ownership(title),and the buying and selling negotiation between producers andmiddlemen and between middlemen and customers.6. Planning process is a systematized way of relating to the future. It is an attempt tomanage the effects of external ,uncontrollable factors on the firm's strengths ,weaknesses , objectives ,and goals ,toattain a desired end.7. International marketing is the performance of business activities designed to plan, price,promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.1、What are the four distinguished features of Japanese distribution ?(1) a structure dominated by many small middlemen dealing with many small retailers(2) channel control by manufactures(3) a business philosophy shaped a union culture(4) laws that protect the foundation of the system—the small retailer.2、What are the five characteristics of a product innovation?(1) relative advantage (the perceived marginal value of the new product relative to the old )(2) compatibility (its compatibility with acceptable behavior ,norms ,values)(3) Complexity (the degree of complexity associated with product use)(4) Trialability (the degree of economic and/or social risk associated with product use)(5) Observability (the ease with which the product benefits can be communicated )3、Discuss the stages of the research process9、What are the six steps for marketing research process(1) Defining the research problem and establish research objectives(2) Determine the source of information to fulfill the research objectives(3) Consider the costs and benefits of the research effort(4) Gather the relevant data from secondary or primary sources, or both(5) Analyse,interpret and summarize the results(6) Effectively communicate the result to decision makers4、What's the guiding steps of a company in international advertising ?(1) Perform marketing research(2) Specify the goals of the communication(3) Develop the most effective message(s) for the market segments selected(4) Select effective media(5) Compose and secure a budget(6) Execute the campaign, and(7) Evaluate the campaign relative to the goals specified5、What is the task of the international market researcher?How is it complicated by the foreign environment ?Task: a marketer must find the most accurate and reliable data possible within the limits imposedby time, cost, and present state of the art to marketing decision making.Complicated:(1) Information must be communicated across cultural boundaries.(2) The environments in which research tools are applied are often different in foreign markets. Within a foreign environment, the frequently differing emphases on the kinds of information needed, the often limited variety of appropriate tools and techniques available, and the difficulty of implementing the research process constitute the challenges facing most international marketing researchers.6、To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis that isolates the self-reference criterion influence. List the four steps that make up the framework for such an analysis(1) Define the business problem or goal in home-country cultural traits, habits, or norms.(2) Define the business problem or goal in foreign-country cultural traits, habits, or norms.Make no value judgments.(3) Isolate the SRC Influence in the problem and examine it carefully to see how it complicatesthe problem.(4) Redefine the problem without the SRC influence and solve for the optimum businessgoal situation.7、Discuss the differences between corporate ,strategic,and tactical planning(1) International corporate planning is essentially long term, incorporating generalized goalsfor the enterprise as a whole(2) Strategic planning is conducted at the highest levels of management and deals withproducts, capital, and research, and long- and short-term goals of the company(3) T actical planning, or market planning, pertains to specific actions and to the allocation ofresources used to implement strategic planning goals in specific markets.Tatical plans are made at the local level and address marketing and advertising question.8、Differentiate the three international marketing concepts(1) Domestic market extension concept. It views its international operations as secondaryand an extension of its domestic operations. The primary motive is to marketexcess domestic production.(2) Multidomestic market concept. A company guided by this concept has a strong sencethat country markets are vastly different and that market success requires andalmost independent program for each country.(3) Global marketing concept. The world as a whole is viewed as the market,and the firm develops a global marketing strategy.It vies an entire set of country markets as a unit,identifying groups of prospective buyers with similar needsas a global market segment and developing a marketing plan thatstrives for standardization wherever it is cost and culturally effective.10、An entry strategy into international market should reflect on analysis.List the two parts that make up the framework for such an analysis(1) Market characteristics: potential sales, competition, strategic importance,Strengths of local resources, cultural differences, country restrictions and deregulation.(2) Company capability and characteristics: the degree of near-market knowledge,Marketing involvement, commitment that management is prepared to make.11、What are important traits of big emerging markets? They are(1) All geographically large(2) Have significant populations(3) Represent sizable markets for a wide range of product(4) Have strong rates of growth or the potential for significant growth(5) Have undertaken significant programs of economic reform(6) Are of major political importance within their regions(7) Are "regional economic drivers"(8) Will engender further expansion in neighboring markets as they grow.12、Briefly ,explain the benefits of global marketing.(1) When large market segments can be identified, Economies of scale in productionand marketing can be important competitive advantages for global companies(2) Unifying product development, purchasing, and supply activities across several countriesIt can save costs(3) Transfer of experience and know-how across countries through improved coordinationand integration of marketing activities(4) Diversity of markets by spreading the portfolio of markets served brings an importantstability of revenues and operations to many global firms(5) Marketing globally also ensures that marketers have access to the toughest customers.1、Why should inditex introduce their online store country-by-country?Cost, advertising, time & space, Competitors--broader distribution(more order, P customer) 2、Why was inditex slow to embrace online sales when they are so tech-savvy in other ways? Risk(political, economic, immaturity customer behavior, cultural acceptance, environments 3、Why did inditex offer a zara application for apple inc,?Zara ---apple---common—SIASIA:strategy international alliance is a business relationship established by two or more companies to cooperate out of mutual need and share risk in achieving a common objective.SIAs are sought as a way to shore up weaknesses and increase competitive strengths.Firms enter into SIAs for several reasons:(1) opportunities for rapid expansion into new markets,(2) access to new technology, more efficient production and innovation(3) reduced marketing costs, strategic competitive moves(4) access to additional sources of products and capital(5) contribute nicely to profits.4、Briefly describe five opportunities for continued growth during the next five years for zara's parent. inditex, SAProduct ----consumer---brand----store----channel5、Why does zara develop in a rapid and successful way across the world?材料中有答案国际战略联盟(strategic international alliances )是两家或两家以上企业为了相互需要、分担风险并实现共同目的而建立的一种合作关系。

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