国际市场营销 习题答案

Answer the foll owing questions based on your case study:1\ Describe the difference between ethnocentric【本国中心主义】, polycentric【多国中心主义】, regiocentric【地区中心】, and geocentric【全球中心】management orientations. 说明本国中心主义、多国中心主义、地区中心和全球中心的管理取向/经营方向的区别Ethnocentric：Home country is Superior, sees Similarities in foreign Countries Polycentric: Each host country Is Unique, sees differences In foreign countries Regiocentric: Sees similarities and differences in a worl d Region; is ethnocentric or polycentric in its view of the rest of the worldGeocentric:World view, sees Similarities and Differences in home And host countries2\ What are the basic reasons of gl obal marketing? What , in your view, what are the key reasons of your company? Briefly introduction your com pany’s gl obal marketing performance and result.。

2 什么是全球市场营销的根本原因？什么，在您看来，贵公司的关键原因是什么？简要介绍贵公司的全球市场的表现和结果。

Reasons for Gl obal Marketing1）Growth ①Access to new markets ②Access to resources2）Survival ①Against competitors with l ower costs (due to increased access to resources)In my view , access to new markets and access to resources are the key reasons of my company.例子1.Samsung Group was found ed in 1938, In 1996, Samsung Group became one of the worl d's fifth-largest group, nearly 300 corporate offices in nearly 70 countries and regions, and has 196,000 empl oyees and subsidiaries. Samsung have nearly 20 kinds of products the worl d market share in the gl obal business first, and highlights the relative strength in the international market. Take Samsung El ectronics for exampl e, the company's annual Industrial Design Award of American Society of Industrial Design Award won several awards for several consecutive years to become the most award ed company. These proof of Samsung's d esign capacity has reached worl d-class l evel. Patents Samsung achieved in the United States in 2003 up to 1313, ranked ninth among all companies in the worl d。

, we can know that the d evelopment of overseas market contributed greatly for samsung's success例子2Nestléhas been d evel oping over 140 years, and it empl oys around 280 000 peopl e and has more than 500 factories or operations in almost every country in the worl d,such as America,Africa,Eurpe,Asia,Oceania and so on.In 2005,Nestl e sales were about CHF 91 bn ; In 2010,Nestl e sales were almost CHF 110 bn . Among them,ahout 95%were from sales of food,and about 98% were from abroad3、Id entify the most salient characteristics of the economic environment to provid e the framework for further consid eration of the el ements of you company’s gl obal marketing program.3，确定的经济环境中最突出的特点，提供的框架内进一步考虑你公司的全球营销方案的元素。

El ements of Economic Environment:- It has mainly five main components:-1. Economic Conditions2. Economic System。

There are there types of economic systems（讲义P5）Ind ex of econimic freedom :Economic freed om is the fundamental right of every human to control his or her own labor and property. In an economically free society, individuals are free to work, produce, consume, and invest in any way they pl ease, with that freed om both protected by the state and unconstrained by the state. In economically free societies, governments allow labor, capital and goods to move freely, and refrain from coercion or constraint of liberty beyond the extent necessary to protect and maintain liberty itself.3. Economic Policies4. International Economic Environment5. Economic Legislations4\ List the major approaches to the study of culture and show their relevance in international marketing citing exampl es.4 \列出主要研究文化的方法，显示其相关的国际营销实例。

【讲义p13chapter summary, 】美学：England has two major tribes, Lindsay and Donal d . McDonald have been using Lindsay clan Tartan as a restaurant employee uniforms, group Donal d princes anger, complained that Macd onal d is simply be utterly ignorant of .5\ What are the advantages and disadvantages of licensing, joint venture and exporting as market entry strategies? Which strategic options for market entry or expansion did your brand choose?经营许可、合资和出口市场进入策略的优点和缺点？你的品牌的选择了那些市场进入或扩大战略？1）LicensingAdvantages:Lower-risk entry mod e.Limits exposure to economic, financial, and political instability.Permits the company access to markets that may be cl osed or that may have high entry barriers.Disadvantages:Can produce a new competitor: the licensee.Can be problematic if licensee cannot guarantee quality –it affects the brand’s overall reputation.2）Joint VentureAdvantages:Higher control, potentially resulting in higher profits.Costs and risks shared with joint-venture partner.Local partner shares market expertise, relationships, and connections to l ocal government.Disadvantages:Problematic if franchisee cannot guarantee quality.Repatriation of profits may be difficult if l ocal government has control over joint-venture partner.Can produce a new competitor.70% of all joint ventures break up within 3.5 years.例子：Samsung Entry Mod e in the word30s~60s Direct export70s local agent++（原因）Small scale enterprises & Lack of experience80s joint venture & exclusive investment90s Localization+++（原因）Experienced & tariff walls & price of labor & Transportation cost Take China & America 's difference Entry Mod e for exampl eAmerica 1979 Direct export -------exclusive investment - large market***（原因）Technol ogy & American encourage policyChina 1992 Direct export -------joint venture –+++（原因）price of labor & tariff walls & opening l evel6\ What factors are important in the standardisation versus adaptation product d ecision process?标准化与适应产品的决策过程中很重要的因素是什么【讲义P23】7\ Outline the difficulties which coul d occur when conducting an advertising campaign across national boundaries.概述一个公司跨越国界进行广告宣传时可能发生的困难。