国际市场营销学复习资料(中英版)
国际市场营销(双语版)第10章 国际市场营销管理
全球性公司所面临的基本问题是应该采用集权化还是分权化。 独立组织形式可以集中所有的专业技能和国际经验于一身；独立的国际企
采用产品型组织结构的公司比较有弹性，因为当公司想发展 另一条与现有业务无关的产品线时，可以额外增加一个新的 产品部门；这种结构也有助于企业对各个产品系列给予足够 的重视，纺织企业忽略开发新产品和那些销售量虽小但有发 展潜力的产品。此方法的显著特征是分权化，部门领导有很 大的主动权，从而有较高的积极性；对国外市场环境的变化 反应敏感，增加新产品和减少老产品对企业整体活动不会产 生太大的影响。
（二）产品型组织结构 PRODUCT ORGANIZATIONAL STRUCTURE
以产品为基础进行组织划分意味着生产单位也要对营销负起 全球性的责任，因此这种组织形态是由许多产品部门所组成， 即使是独立的国际事业部门也可以依据产品再加以划分，而 且依据其特殊的性质，地区性的专业人员也可以包括在内。 通常如果公司拥有数条没有关联的产品线，那么这是适合采 用产品型的组织结构，因为每一产品线所需要的营销工作完 全不同。
10.1.3 国际市场营销计划的协调 1.国际市场营销计划协调的必要性 2.综合计划 Comprehensive plan 3.比较分析 Comparative analysis 4.竞争战略 Competitive strategy 5.建立战略联盟 Establishing a strategic alliance
当企业的组织结构是依据区域划分时，其划分的基础是以世 界上的主要区域为主的。
全球市场营销重要知识点罗列（中英文）
全球市场营销重要知识点罗列（中英文）Global marketing Chapter one掌握：营销概念：Although marketing is universal, marketing practice, of course,varies from country to country.了解：The market conceptThe New concept of marketing and the Four Ps: shifted the focus of marketing from the product to the customer.The strategic 1.concept of marketing: shifted the focus of marketing from the customer or the product to the customer in the context of the broader external environment.2.the strategic concept of marketing has shifted the focus of marketing from a microeconomics maximization paradigm to a focus of managing strategic partnerships and positioning the firm between vendors and customers in the value chain with the aim and purpose of creating value for customers.掌握：THE THREE PRINCIPLES OF MARKETING1.Customer value and the value equationThe task of marketing is to create customer value that is greater than the value created by competitors./doc/1312473186.html,petitive or differential advantageThe advantage can exist in any element of the company’s offer: the product, the price, the advertising and point-of-sale promotion, or the distribution of the product.V=B/P3.FocusThe third marketing principle is focus, or the concentration of attention.掌握：全球本土化概念（global localization）：it means asuccessful global marketer must have the ability to “think globally and act locally”掌握：MANAGEMENT ORIENTATION1.Ethnocentric (母国中心)---------international companyHome country is superior, sees similarities in foreign countries2.Polycentric（东道国中心）-----------multinational companyEach host country is unique sees differences in foreign countries3.Regiocentric（区域中心）----------global companySees similarities and differences in the world region; is ethnocentric or polycentric the rest of the world.4.Geocentric （世界中心）-------------transnational companyWorldview, sees similarities and differences in home and host countries.了解：Leverage定义：Leverage is simply some type of advantage that a company enjoys by virtue of the fact that it conducts business in more than one country.类型：1.experience transfers(经验移植) 2.Scale economies （规模经济：可降低成本）3.resource utilization （资源利用）4.global strategy（全球化战略）Chapter two了解ECONOMIC SYSTEMS1.Market allocationA market allocation system is one that relies on consumers to allocate resources.Consumers“write” the economic plan by deciding what will be produced by whom./doc/1312473186.html,mand or centralplan allocationIn a command allocation system, the state has broad powers to serve the public interest.These include deciding which products to make and how to make them.3. Mixed allocation了解STAGES OF MARKET DEVELOMENTUsing GNP as a base , we have divided global markets into four categories.1.low-income countries(also known as preindustrial countries)2.lower-middle-income countries(also known as less developed countries or LDCs)3.upper-middle-income countries(also known as industrializing countries)4.high-income countries(also known as advanced , industrialized, postindustrial countries) chapter three 了解：BASIC ASPERTS OF SOCIETY AND CULTURE①It is learned, not innate②The various facts of culture are interrelated, influence or change one aspect of a culture and everything else is affected.③It is shared by members of groups and defines the boundaries between different groups.掌握：High and low context cultures强交际环境文化和弱交际环境文化的对比(看73页表) In low context cultures,①messages have to be explicit.②A person's word is not t o be relied on.③Paperwork is important.In high context cultures,①less information is contained in the verbal part of message.② A person's value, position, background are crucial.掌握：Maslow's Hierarchy of Needs 马斯洛需求层次理论①physiological 生理需求②safety 安全需求③social 社交需求④esteem 尊重⑤self-actualization 自我实现掌握：Hofstede Framework 霍夫斯诺德构架（看细节）①individualism versus collectivism 个人主义与集体主义②power distance 权力距离③uncertainty avoidance 不确定性规避⑤masculinity versus femininity 男权主义相对女权主义了解：THE SELF-REFERENCE CRITERION AND PERCEPTION As we have shown, a person’s perception of market needs is framed by his or her own cultural experience.了解：ENVIRONMENTAL SENSITIVITY(了解80页表格)Environmental sensitivity is the extent to which products must be adapted to the culture-specific needs of different national markets. （对环境中最敏感的东西是food）Chapter four了解POLITICAL RISK （经济发达阶段和政治风险的关系，经济越不发达政治风险越高）了解征用（EXPROPRIATION）定义：Expropriation refers to governmental action to dispossess a company or investor.没收（CONPENSATION）定义：compensation is generally provided to foreign investors,although not often in the “prompt effective ,and adequate”manner provided for by international standard.国有化（NATIONALIZATION）定义：Nationalization occurs ifownership of the property or assets in question is transferred to the host government.了解：Differences of the two systems in solving commercial disputes两种法律体系在解决商务纠纷中的区别common law versus civil law(code law)①Under common law, commercial disputes are subjected to either civil or commercial laws. Under code law, commercial disputes are subjected to the commercial code.②Under common law, industrial property right based on proof of agreement.Under code law, industrial property right based on notarization or registration③Under common law, Performance of contract: Act of God/act of nature means extraordinary happenings not reasonably anticipated.Under code law, Performance of contract: Act of God is extended to include unavoidable interferences such as strike or riots (Force Majeure)掌握：Three bases for jurisdiction in resolving private international disputes处理国际争端的3种基本司法程序①negotiation调解协商②Arbitration仲裁③Litigation 诉讼Chapter five掌握：DIFFUSION THEORY(传播理论)（AIETA）Five stages of the adoption process 对新产品接纳过程的五个阶段①Awareness 知晓阶段②Interest 感兴趣阶段③Evaluation 评价阶段④Trial 试用阶段⑤Adoption 采纳阶段Five types of adopter categories 新产品接纳者的5种类型②innovators②early adopters(Early adopters are the most influential people in their communities,even more than the innovators. Thus. The early adopters are a critical group in the adoption process )③early majority④late majority⑤laggards (落后者)掌握：Characteristics of innovations(创新的特征)1.Relative advantage（相对优势）/doc/1312473186.html,patibility（兼容性）/doc/1312473186.html,plexity（复杂性）4.Divisibility（可分性）/doc/1312473186.html,municability（可交流性）Chapter six了解Information subject agenda （理解168页表格）了解SCANNING MODES（搜寻模式）: SURVEILLANCE AND SEARCH监视的两种类型Surveillance include: viewing and monitoring 了解营销信息的主要来源（sources of market information）：1.human sources (人)2.documentary sources（文档资源）3.internet sources（因特网来源）4. Direct perception（直接感知）了解FORMAL MARKETING RESEARCH（正式的市场调研）Step 1: Identifying the research problemStep 2: Developing a research planStep 3: Collecting data (看细节secondary data, primary data, survey research)Step 4: Analyzing research dataStep 5: Presenting the findingsChapter seven掌握市场细分的定义: Market segmentation is the process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs.掌握全球市场细分的定义：Global market segmentation is the process of dividing the world market into distinct subsets of customers that behave in the same way or have similar needs.掌握全球市场的主要细分的标准（criteria）(知道归属)：1.Geographic segmentation2.Demographic segmentation3.Psychographic segmentation4.Behavior segmentation5.Benefit segmentation掌握全球目标市场确定的定义：T argeting is the act of evaluating and comparing the identified groups and then selecting one or more of them as the prospect(s) with the highest potential.掌握选择目标市场的标准（criteria）:1.current segment size and growth potential2.potential competition/doc/1312473186.html,patibility and feasibility掌握选择目标市场的策略：1.standardized global marketing2.concentrated global marketing3.differentiated global marketing掌握全球产品定位（Global product positioning）定义:Positioning is the location of your product in the mind of your customer.Chapter eight掌握出口市场选择的六大标准（MARKET SELECTION CRITERIA）：1.market potential(市场潜量)2.market access (市场潜入因素)3.shipping costs(运输成本及时间)4.potential competition(潜在竞争)5.service requirement(服务要求)6.product fit(产品适应性)了解ENTRY AND EXPANSION DECISION MODEL(进入和扩张决策模型，第237页)掌握依托营销（Piggyback Marketing）的定义：The manufacturer using the piggyback arrangement does so at a cost that is much lower than that required for any direct arrangement. Successful piggyback marketing requires that the combined product lines be complement. They must appeal to the same customers, and they must not be competitive with each other.掌握许可贸易（licensing）的定义:Licensing can be defined as a contractual arrangement whereby one company(the licensee) makes an asset available to another company(the licensing) in exchange for royalties, license fees, or some other form of compensation. The licensed asset may be a patent, trade secret, or company name.其中，Franchising is a form of licensing了解Joint Ventures（第247页）了解市场扩张战略（5 MARKET EXPANSION STRATEGIES）:1.Strategy one: concentrates on a few segments in a few countries.2.Strategy two: country concentration and segment diversification3.Strategy three: country diversification and market segment concentration4.Strategy four: country and segment diversificationChapter nine了解全球战略联盟的三个特点：1.The participants remain independent subsequent to the formation of the alliance2.The participants share the benefits of the alliance as well as control over the performance ofassigned tasks.3.The participants make ongoing contributions in technology, products, and other key strategicareas.了解全球战略同盟的六个特性（attributes）（第265页）在日本，战略联盟被称为综合商社在韩国，战略联盟被称为财阀Chapter ten掌握影响产业竞争的五种力量（Forces Influencing Competition in a Industry）：1.Thread of new entrants2.Rivalry Among Existing Competitors3.Bargaining Power of Suppliers4.Bargaining Power of Buyers5.thread of Substitute Product or Services掌握新加入者的五种威胁（thread of new entrants）：1.Economies of scales(规模经济)2.Product differentiation(产品差异性)3.Capital requirements(资本要求)4.Switching costs(转换成本)5.Access to distribution channels(获取分销渠道的途径)/doc/1312473186.html,ernment policy(政府政策)7.Established firms may also enjoy cost advantages independent of the scale economies(老公司享有的与规模经济无关的成本优势)掌握Porter’s basic thesis(Porter’s diamond): four national attributes of a nation shape the environment in which local firms compete.波特钻石理论中认为决定一国本地公司竞争环境的四大特征：①factor condit ions②demand conditions③related and supporting industries④firm strategy, structure, rivalryAnd two influencers: Governments and chance其中，了解要素来源（factor conditions）的分类1.Human resources2.Physical resources3.Knowledge resources4.Capital resources5.Infrastructure resources掌握要素资源的类型1.Basic versus advanced factors（基本要素与高级要素）2.Generalized（通用要素是前提条件）versus specialized factors（专门要素是企业真正竞争要素的来源）掌握创造竞争优势的一般战略：1.Broad market strategy 大市场战略Cost-Leadership Advantage（成本领先）Differentiation（差异化）2.Narrow target strategies（缩小目标范围）Focused differentiation （差异专注）Cost focus（成本专注）了解日本人创新性竞争的策略：/doc/1312473186.html,yers of advantage （优势层）2.Loose bricks（松动的砖头）3.Changing the rules（改变规则）4.Collaborating（合作）5.Hypercompetition （超级竞争）CHAPTER11了解产品含义（了解产品属于哪类）Local products(本土产品)：A local product is available in a portion of a national market. National products（国家产品）: A national product is one that, in the context o a particular company is offered in a single national market.International products(国际产品): international products are offered in multinational,regional markets.Global products（全球产品）：global products are offered in global markets了解产品与品牌的不同（了解334页的全球品牌的特征--------地球图）A global product differs from a global brand in one important respect: it does not carry the same name and image from country to country.掌握产品定位（product positioning）的定义：product positioning is a communications strategy based on the notion of mental "space": positioning refers to the act of locating a brandin customers' minds over and against other products in terms of product attributes and benefits that the brand does and does not offer.掌握产品定位的一般策略（general strategies for positioning products）1.attribute or benefit （属性与性能）2.Quality/price（质量价格）/doc/1312473186.html,e/user （使用和使用者）4.High-tech positioning （高科技定位）5.High-touch positioning （高感性定位）掌握产品设计的四个因素（Product design considerations）Global market need to consider four factors when making product design decision:1. Preferences （偏好）2. Cost （成本）3. Laws and regulations（法律法规）4. Compatibility（兼容性）5. Labeling and instructions （标签以及用法说明）了解原产国的态度的（coo：country of origin）定义：Country of origin (often abbreviated to COO), is the country of manufacture, production, or growth where an article or product comes from. There are differing rules of origin under various national laws and international treaties掌握产品地理扩张的主要策略（5个）Strategy1:product/communication extension(dual extension) Strategy2:product extension/communication adaptationStrategy3:product adaptation/communication extensionStrategy4:dual adaptationStrategy5:product invention理解公司的三个阶段（How to choose a strategy）1.cave dweller.（洞穴居住着）2.Naive nationalist（天真的国家主义者）3.Globally sensitive（全球性敏感者）了解新产品开发的几层含义（New products in global marketing）:Newness can be assessed in t h e c o n t e x t o f t h e p r o d u c t i t s e l f,t h e o r g a n i z at i o n,a n d t h e m a r ke t.1.an entirely new invention or innovation2. a line extension3.newness may also be organizational4.an existing product that is new to a company may be new to a particular market了解新产品开发的几个步骤：1.Identifying new-product ideas2.New-product development location3.Testing new products in national marketsCHAPTER 12掌握环境对定价决策的影响（Environmental influences on pricing decisions）1.Currency fluctuations（货币的不稳定性）2.Exchange rate clauses（汇率条款）3.Pricing in an inflationary environment（在通货膨胀的环境里定价）/doc/1312473186.html,ernment controls and subsidies（政府控制和补贴）/doc/1312473186.html,petitive behavior （竞争行为）6.Price and quality relationships（价格与质量的关系）掌握全球定价目标及战略（Global pricing objectives andstrategies）1. 掌握市场撇脂（Market skimming）定义：the market skimming pricing strategy is a deliberate attempt to reach a market segment that is willing to pay a premium price for a product.2. 掌握渗透式定价（Penetration pricing）定义：penetration pricing uses price as a competitive weapon to gain market position.3. 掌握市场保持（Market holding）定义：the market holding strategy is frequently adopted by companies that want to maintain their share of the market.4. 掌握成本加成价格升级Cost plus/price escalation掌握价格升级的定义：Price escalation is the increase in a product’s price as tr ansportation, duty, and distributor margins are added to the factory price.掌握灰色市场（Grey market goods）条件和定义定义：gray market goods are trademarked products that are exported from one country to another, where they are sold by unauthorized persons or organizations.条件：The marketing opportunity that presents itself requires gray market goods to be priced lower than goods sold by authorized distributors or domestically produced goods.了解倾销(Dumping) 定义：Dumping is an important global pricing strategy issue.了解转移定价（TRANSFER PRICING）的定义：transfer pricing refers to the pricing of goods and services bought and sold by operating units or divisions of a single company.了解几种转移定价的方法：The alternatives are(1)cost-based transfer pricing,(2).market-based transfer pricing（目的基于市场竞争需要的转移定价）Market-based transfer price了解定义：a market-based transfer price is derived from the price required to be competitive in the international market.(3).negotiated prices.掌握三种定价策略（GLOBAL PRICING-THREE POLICY ALTERNATIVES）1.Extension/ethnocentric2.Adaptation/polycentric3.Invention/geocentricCHAPTER 13掌握分销渠道（Channel of distribution）的定义：Channel of distribution American marketing association defines channel of distribution as"an organized network of agencies and institutions which, in combination, perform all the activities required to link producers withusers to accomplish the marketing task."掌握分销(marketing channels)的目的: The purpose of marketing channels is to create utility for customers.掌握渠道的效用：The major categories of channel utility are place (the availability of a product or service in a location that is convenient to a potential customer);time(the availability of a product or service when desired by a customer);form(the product is processed, prepared, and ready to use and in proper condition);and information(answers to questions and general communication about useful product features and benefits are available).了解两种渠道：1.Direct involvement2.Indirect involvement掌握影响渠道因素（CHANNEL OBJECTIVES AND CONSTRAINTS）1. customers characteristics2. products characteristics3. middlemen characteristics4. environment characteristics掌握中间商（Middleman characteristics）的定义：Channel strategy must recognize the characteristics of existing middlemen. Middlemen are in business to maximize their own profit and not that of the manufacturer. They are notorious for cherry picking.了解cherry picking的定义：that is, the practice of taking orders from manufacturers whose products and brands are in demand to avoid any real selling effort for a manufacturer’s products that may required push.DISTRIBUTION CHANNELS:TERMINOLOGY AND STRUCTURE 掌握消费品（CONSUMER PRODUCTS）的主要渠道1.DOOR-TO-DOOR SELLING2.MANUFACTURER-OWNED STORE3.FRANCHISE OPERATIONS/doc/1312473186.html,BINATION STUCTURES掌握工业产品（INDUSTRIAL PRODUCTS）的主要渠道1.M-manufacturer2. W-wholesaler3. MSF-manufacturer's sales force4. D or A-distributor or agentCHAPTER 14掌握全球广告的定义：Global advertising is the use of the same advertising appeals, messages,art, copy, photographs, stories, and video segments in multiple-country markets.了解global advertising content: the extension versus adoption debate了解选择广告代理商的主要因素：In selecting an advertising agency, the following issues should be considered: Company organization, Area coverage, Buyer perception.CHAPTER 15（重点看选择题）掌握几种主要的促销方式（GLOBAL PROMOTION）Advertising（广告）Public Relations and Publicity （公共关系与公众度）Personal selling （个人推销）Sales promotion (营业促销)Direct Marketing（直复营销）Trade Shows and Exhibitions（贸易展示和展会）Sponsorship Promotion （赞助促销）了解公共关系的主要作用：foster goodwill and understanding among constituents both inside and outside the company.还有宣传的特征:Publicity is a nonpaid form of communication (unearned media)掌握推销(personal selling)的定义: personal selling is two-way,personal communication between a company representative and a potential customer as well as back to the company. 掌握推销的主要过程:The selling process is typically divided into several stages:prospecting, preapproaching, aaproaching, presenting, problem solying, handing objections, closing the sale, and following up.了解SALES PROMOTIONTrade promotions are designed to increases productavailability in distribution channels.了解DIRECT MARKETINGThe use of direct marketing is growing rapidly in many parts of the world due to increased use of computer databases, credit cards, and toll-free numbers, as well as changing life-styles.了解TRADE SHOWS AND EXHIBITIONSTrade shows and exhibitions are other promotion vehicles that are increasingly important in the promotional mix, especially for industrial products and in the international marketplace.了解SPONSORSHIP PROMOTION特点：Sponsorship can be used to increase awareness and esteem, to build the brand identification, to enhance the brand’s positioning and sales,and to circumvent advertising restrictions in some countries.。
国际市场营销复习资料（中英文）
国际市场营销复习资料（中英文）国际市场营销学考试题型1.名词解释5个2.简答题5个3.案例分析1个4.论述题1个。
事件营销1、国际市场营销定义：是一门研究企业如何向一国以上的消费者或用户提供商品和劳务，以获得全球利益最大化的学科。
Definition: It is a subject to study how to supply commodities and services to the consumers in more and more nations in order to obtain global profits in maximization.2、国际市场营销的途径The Channels of International Marketing（1）被动的出口 passive export（2）积极的的出口 active export（3）授权国外生产 authorized production abroad（4）在海外建立营销机构 marketing branches abroad（5）海外生产海外营销 producing & marketing abroad3、国际营销与国际贸易教材 Page 22International Marketing and International Trade1. 行为主体的差异性 principles different2. 产品转移的差异性 products transfer different3. 活动内容的差异性 activities different4、国际营销人员必须具备的素质有哪些(1)高涨的工作热情和足够的自信心（2）外向型的性格（3）较强的信息交流能力（4）对自己所经销的产品或服务的有关知识有透彻的了解（5）高层次的社会工作能力（6）自我约束力和自我激发力（7）乐于为顾客服务，因为市场营销工作常常是在别人监督的情况下进行的，而且有些工作也是监督的（8）精力充沛，具体体力和脑力上的耐久力（9）能够注意服务潜在顾客的需要、愿望和和需求（10）精通或熟悉一门以上的外国语言，这是从事国际市场营销活动必不可少的工具（11）善于计划和实施销售任务，尤其要善于安排时间（12）对国际政治经济环境形势十分关注5、国际市场营销的环境人口环境、经济环境、自然环境、政治环境、法律环境、文化环境6、一个国家经济结构有哪几种形式？How many forms are the re in a nation’s economic structure?（1）原始农业经济 simple agriculture economy（2）原料输出经济 raw material-output economy（3）工业化进程中经济 industrializing economy（4）工业化经济 industrialized economyQuestion：1. 日本的自然环境因素怎样？How is the natural environment of Japan?日本是一个四面环海，境内多山，处于地震带的一个岛国。
国际市场营销中英对照词汇
国际市场营销重点中英对照词汇总顾客价值total customer value, TCV顾客让渡价值customer delivered value, CDV顾客满意customer satisfraction预期期望值expectation实际感知效果perceived performance美国顾客满意度指标American Customer Satisfaction Index, ACSI 体系市场营销环境marketing environmentSTP 战略SWOT 分析PEST 分析Michael Porter's Five Forces Model 迈克尔波特的“五力模型”（1. Bargaining power of suppliers; 2. Bargaining power of buyers; 3. Entry of competitor; 4. Threat of substitues; 5. Rivalry Among the Existing Player. ）民族主义nationalism自我参照标准self-reference criterion自我中心主义ethnocentrism国际法international law文化冲突cultural shock文化偏见cultural prejudice基督教Christianity伊斯兰教Islam印度教Hinduism佛教Buddhism北美自由贸易协定NAFTA东南亚国家联盟(东盟）ASEAN亚太经合组织APEC石油输出国组织OPEC国际货币基金组织IMF世界贸易组织WTO国际贸易法规委员会UNCTRAL国际标准化组织ISO英美法系British System大陆法系Civil Law System国民总收入/国民生产总值GNP (Gross National Product)国内总收入GDP (Gross Domestic Product)人均收入per captial income恩格尔系数（E）Engel's cofficient出口进入Exporting (indirect ~; direct ~)合同进入Contractual Agreement投资进入Investment \FDI ( joint venture合资企业, wholly-owned subsidiary独资企业)许可证贸易Licensing特许经营Franchising工程承包Turkey Entry\ operations合同制造Contract Manufacturing管理合同Management Contracting产品生命周期PLC产品项目item产品线product line产品组合product mix (宽度width; 深度depth; 长度length;相关性consistency)波士顿矩阵BCG Matrix\Box (Boston Consulting Group)明星产品Stars金牛产品Cash Cow问题产品Question Marks/Problem Children瘦狗产品DogsGE 分析（美国通用电气组合动态分析法General Electric Company）品牌名称brand name品牌标志brand mark品牌含义（attributes 属性；benefits 利益；value 价值；culture 文化；personality 个性；user 使用者）OBM（Own Brand Manufacturer）制造商自有品牌OB (Dealer Brand) 中间商品牌OEM (Original Equipment Manufacturer) 特许品牌策略/原始设备制造商/原产地委托加工/贴牌生产ODM (Original Design Manufacturer) 原始设计商固定成本fixed cost变动成本variable cost平均成本average cost边际成本marginal cost机会成本opportunity cost总成本total cost边际收入marginal revenue边际利润marginal profit边际效应marginal utility需求价格弹性price elasticity of demand成本加成定价法cost-plus pricing目标利润定价法target profit pricing边际成本定价法marginal-cost pricing需求导向定价法demand-oriented pricing竞争导向定价法competition-oriented pricing统一定价策略Extension Pricing Strategy多元定价策略Adaptation Pricing Strategy协调定价策略Invention Pricing Strategy撇脂定价策略Skimming Pricing Strategy渗透定价策略Penetration Pricing Strategy满意价格策略（折中/温和/君子价格）Satisfaction Pricing Strategy 倾销Dumping平行进口Parallel Import目标转移定价International Transfer Pricing Strategy渠道中间商middleman进口/出口中间商import/export intermediary批发商wholesaler零售商retailer零级/一级/二级/多级渠道zero/one/two/multi-level channel渠道决策“6Cs”: (费用cost; 资金capital; 控制control; 市场区域coverage; 特征character; 连续性continuity)标准化分销渠道standard distribution channel差异化分销渠道adapted distribution channel密集分销intensive distribution选择分销selecitve distribution独家分销exclusive distribution促销组合Promotion Mix (advertising 广告；personal selling 人员推销；sales promotion 营业推广；public relations 公共关系）国际营业推广international sales promotion (针对消费者的销售推广consumer promotion; 针对中间商的营业推广intertrade promotion; 针对销售人员的营业推广salesforce promotion)标准化广告策略Standadization Advertising Strategy差异化广告策略Adaptation Advertising Strategy模式化广告策略Pattern Advertising StrategyPOP 广告Point of Purchasing Advertising社会媒体Social Media内容营销Content Marketing直复营销Direct Marketing ( 直销direct selling；直邮营销Mail Selling; 电话营销Telemarketing; 电视营销Cable Selling; 网络营销Online Marketing)。
国际市场营销(双语版)7.InternationalProductPricing
成本加成定价法 Markup Pricing
产品售价= 单位产品总成本×（1+加成率）
产品售价=
进货价格 1-加成率
Vanessa Chen Applied Foreign Languages Department, PYP
成本加成定价法
1. 例：某小型收录机单位成本100元,利润率 为40%,则其价格: 100X(1+40%)＝140（元）
Price Elasticity of Demand
需求价格弹性：E＝（(QP22--
Q1）/ P1）/
Q1 P1
A. Inelastic Demand Demand Hardly Changes With a Small Change in Price.
P2
P1
Price
Quantity DemandQe2d pQe1r Period
Maximum Current Profit, Etc.
Market Share Leadership Low as Possible Prices to Become
the Market Share Leader.
Product Quality Leadership High Prices to Cover Higher
而加深消费者对商品价值的理解从而提高其愿意支付的价格限度的主要方法是搞好产品的市场定位突出产品特征加深消费者对产品的印象二需求差异定价法需求量定价法需求弹性定价法地区差别定价法季节差别定价顾客差别定价产品差别定价vanessachenappliedforeignlanguagesdepartmentpyp认知价值定价法为什么要为卡特彼勒公司的拖拉机多付10000美元90000相当于竞争对手的拖拉机的价格7000更耐用6000更可靠5000更优质的服务2000零部件更长时间的担保110000顾客认知价值10000折扣额100000最终价格vanessachenappliedforeignlanguagesdepartmentpyp需求弹性定价法某种商品售价是36元需求弹性为05如何变动价格才能促使某种商品销售量增加二需求弹性值需求变化率价格变化率价格变化率需求变化率需求弹性值20054036x40144降价后的价格36144216元vanessachenappliedforeignlanguagesdepartmentpyp差别定价1对不同顾客群定不同价格2不同花色式样定不同价格3不同部位位置定不同价格4不同时间定不同价格vanessachenappliedforeignlanguagesdepartmentpypcompetitionbasedpricingsealedbidcompanysetspricesbasedthinkcompetitorschargegoingratecompanysetspricesbasedwhatcompetitorschargingvanessachenappliedforeignlanguagesdepartmentpyp73pricingstrategiestactics一新产品定价策略二心理定价策略三折扣与折让策略四系列产品定价策略五地区定价策略六价格变动策略vanessachenappliedforeignlanguagesdepartmentpyp73pricingstrategiestactics一高价策略1
国际市场营销(双语)ch0531 Global customers
14%
Population with income>$2500 2.3%
Average household size
5.2
Growth Rate
3.5%
* One of the lowest rates of access in the world
Chapter 5/ 17
Latin America
Chapter 5/ 14
JAPAN
•Home of most demanding customers •Home market of global customers •Home market of global competitors •Significant market of global competitors •Major source of industry innovation.
Developed Countries Global Buyers Global Marketing Plan Summary
Chapter 5/ 2
Learning Objectives
Become familiar with different regional markets Learn how transitional & developing markets
Chapter 5/ 9
Eastern & Central Europe Before – After Market Economy
Before After
% World GNP 6.9%
2.5%
GNP per Capita $3,665 $2,219
Chapter 5/ 10
Marketing in Eastern & Central Europe
国际市场营销(双语版) 国际市场营销战略
· Expand the market demand is mainly from three aspects: (1) looking for new users; (2) the development of new uses; (3) to increase usage.
· （2）不同策略群体的竞争者。凡采取不同竞争策略 的 企业，可以划为不同策略群体。在不同的策略群体 之 间也存在着竞争：企业具有相同的目标市场，从而 相 互之间存在着争夺市场的竞争；策略差异的不明确 性 ，使顾客混淆了企业之间的差别；企业策略的多元 性 ，使不同策略群体企业的策略发生了交叉；企业可 能 改变或扩展自己的策略，加入另一策略群体的行列。
选择本企业 的竞争对策
1. 确定企业的竞争对手
· How to determine the competitors of the enterprise: (1) From the perspective of the industry to find competitors;(2) To find the competitors from the market, consumer demand perspective; (3) To find the competitors from the perspective of market segmentation.
①阵地防御（Position Defense）。 ②侧翼防御（Flanking Defense）。 ③先发防御（Preemptive Defense）。
· ④反攻防御（Counteroffensive Defense）。当市场领导者遭 到对手发动降价或促销攻势，或改进产品、占领市场阵地等 进攻时，应主动反攻入侵者的主要市场阵地，以切断进攻者 的后路。但有时企业在反攻以前会稍作停顿，有很多理由使 企业不能急于行事，因为在等待过程中企业可更全面地了解 竞争者，发现其过失，找到反击的突破口。
《国际市场营销学二》中英合作商务管理本科段 自学考试复习资料
《国际市场营销学二》中英合作商务管理本科段自学考试复习资料出口商：凡经营出口业务，在本国市场上买进商品再卖给国外买主的企业，通称出口商。
出口商以自己的名义买卖货物，自己选择货物的种类并决定买进和出售的价格，自资金、自库存、承担交易风险。
进口商：是以自己的名义从国外进口货物，并向国内市场销售获取商业利润的企业。
分销商：被出口企业指定销售其产品的商号称为分销商。
出口企业与进口国某商号订立长期契约，以进口商商号特许经营的形式销售其产品。
代理商：接受制造商或其他卖方的委托，在规定的条件下代委托人推销产品，收取佣金。
潜在产品：是产品的第五个层次，是某种产品最终可能的所有的增加或改变，是产品将来的可能形态。
品牌：美国营销协会将品牌定义为用来识别一个或某些销售者的产品或劳务，并用以和其他竞争对手的产品或劳务相区别的一个名词、术语、符号或设计，或者这些内容的组合。
品牌化：是指企业为其产品规定其产品规定品牌名称、品牌标准，并向有关整个主管部门注册登记的一种业务活动。
产品生命周期：是指产品进入市场开始直至被市场淘汰的持续时间。
该过程可以分为四个阶段，投入期、成长期、成熟期、衰退期。
文化适应：是指企业应根据目标市场国家的文化特点制定与调整营销战略与策略。
自我参照标准：即人们在评价、理解其他文化时，总是无意识地参照我们自己的文化标准。
低背景相关文化：是指这样一种文化背景，信息的表达比较直接、明确，主要依靠口头和书面语言相互理解。
信息出发编码信息时，期望消息接收者能够准确地译码，从而很好的理解他的意图。
信息接收者能够依据有关陈述、实际数据理解对方意图。
在这种背景下，谈判往往进行很简单而顺利。
高背景相关文化：在背景相关文化下，语言只传达部分信息，大部分信息隐含交流过程的其他方面，包括人员地位、场景选择、时间安排等，人们使用和解释更多的环境因素推导对信息的理解。
政治风险：是指当地正在环境中突然或渐进的变化，导致外国企业和市场处于劣势或面临减产的风险。
国际市场营销(双语版)3.TheInternationalMarketingResearch
(5) Report the findings 撰写调研总结报告
the research report contains the following parts:
Cover (封面) Contents (目录) Abstract (摘要) Introduction (引言) Methodology and result analysis (方法与数据分析) Conclusion and suggestions (结论与建议) Appendix (附录)
(4) Analyse the information 分析信息
Statistical methods:
Excel, SPSS, Minitab
Researchers can use them to build tables and graphs, and draw the conclusion.
Vanessa Chen School of Foreign Languages & T
Vanessa Chen School of Foreign Languages & Trade, GZPYP
五、提出结论
1. 使用飞机上电话服务的主要原因是：有紧急情况，紧迫的商业 交易，飞行时间上的混乱，等等。用电话来消磨时间的现象是不大 会发生的。绝大多数的电话是商人所打的，并且他们要报销单。
The problems defining should not be too narrow or too broad.
Background information search.
国际营销复习资料,英文
1.A market is defined as a group of people who have the authority, purchasing power, and willingness to buy.2.Marketing A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others ①essence：The essence of the marketing concept is consumer satisfaction.②The three distinct elements that comprise the marketing concept are:1) satisfaction of consumer needs; 2) coordination of all activities in support of marketing, and 3) achievement of organizational objectives through customer satisfaction.3.Marketing environment：The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers.①The company’s microenvironment：The forces close to the company that affect its ability to serve its customers —The Company;Suppliers;Marketing Intermediaries ;Customers; Competitors; Publics②The company’s macroenvironment：The larger societal forces that affect the whole microenvironment—Demographic Environment ；Economic Environment ；Natural Environment；Technological Environment；Political Environment；Cultural Environment4.Economic environment: Factors that affect consumer buying power and spending patterns ①Changes in income ②Changing consumer spending patterns5.Cultural environment: Institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors.6.Engel’s laws regarding how people shift their spending across food, housing, transportation, health care, and other goods and services categories as family income rises.7.Environmental management perspective:A management perspective in which the firm takes aggressive actions to affect the publics and forces in its marketing environment rather than simply watching and reacting to it.8.The Marketing Information Systems：People, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers①Assessing Information Needs②Developing Information③Distributing Information9.Developing information：①Internal records information：Information gathered from sources within the company to evaluate marketing performance and detect marketing problems and opportunities.②Marketing intelligence：Everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans.③Marketing research：Information used to identify and define marketing opportunities and problems; to generate, refine, and evaluate marketing actions; to monitor marketing performance; and to improve understanding of the marketing process④Information analysis10.Questionnaire design：①identify the information requirement ②problem definition---overcoming the SRC ③choose unit of analysis ④examine data availability ⑤assess value of research ⑥research design ⑦analyzing data⑧presenting the findings11.Other Marketing Research Considerations：①Marketing Research in Small Business and Nonprofit Organizations②International Marketing Research③Public Policy and Ethics in Marketing Research12 ①Market: The set of all actual and potential buyers of a product or service.②Micromarketing:A form of target marketing in which companies tailor their marketing programs to the needs and wants of narrowly defined geographic, demographic, psychographic, or behavioral segments.③Mass marketing④Product-variety marketing⑤Target marketing13.Market segmentation: represents an effort to identify and categorize groups of customers and countries according to common characteristics14.Market targeting: The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.15.Market positioning: Formulating competitive positioning for a product and creating a detailed marketing mix.16.The bases for segmenting consumer ①Geographic segmentation：Dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods.②Demographic segmentation：Dividing the market into groups based on demographic variables such as age, sex, family size, family life cycle, income③Psychographic segmentation Dividing a market into different groups based on social class, lifestyle, or personality characteristics.④Behavioral segmentation：Dividing a market into groups based on consumer knowledge, attitude, use, or responses to a product.⑤Targeting multiple segments17.Segmenting business market:①Programmed buyers②Relationship buyers③Transaction buyers④Bargain hunters18.Inter market segmentation：Forming segments of consumers who have similar needs and buying behavior even though they are located in different countries.19.Target Market: A set of buyers sharing common needs or characteristics that the company decides to serve.20.Undifferentiated marketing: A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer.21.Differentiated marketing: A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each.22.Concentrated marketing: A market-coverage strategy in which a firm goes after a large share of one or a few submarkets27.Product position:The way that the product is defined by consumers on important attributes-the place that the product occupies in consumers’ minds relative to competing products.22.Positioning for competitive advantage：Competitive advantage: An advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits that justify higher prices.①Positioning Strategies ②Choosing and Implementing a Positioning Strategy23.Choosing implementing a position strategy：①Identifying possible competitive advantages:1)Product differentiation2)Services differentiation3)Personnel differentiation4)Image differentiation ②Selecting the right competitive advantages:important distinctive superior communicable preemptive affordable profitable ③Communicating and delivering the chosen position24.Product:Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.25.①Brand: A name, term, sign, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.②Brand name: That part of a brand that can be vocalized-the . Examples are Avon, Chevrolet, Disneyland, American Express, and UCLA.③Trademark: A brand or part of a brand that is given legal protection-it protects the seller’s exclusive rights to use the brand name or brand mark.④Copyright: The exclusive legal right to reproduce, publish, and sell the matter and form ofa literary, musical, or artistic work.26.Product attributes：①Product quality:The ability of a product to perform its functions; it includes the product’s overall durability, reliability, precision, ease of operation and repair, and other valued attributes.②Product features③Product design27.Packaging：is the activities of designing and producing the container or wrapper for a product.28.Price: The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service.29Advertising: defined as any sponsored,paid message that is communicated in a nonpersonal way.①Setting objectives②Setting the advertising budget③Advertising strategy④Advertising evaluation⑤Organizing for advertising⑥International advertising decisions30.Advertising strategy：①Creating the advertising message②Selecting advertising media31.Advertising agency:A marketing service organization that assists other companies in the planning, creation, and implementation of their advertising programs.32.Sales promotion: Short-term incentives to encourage purchase or sales of a product or service.①Rapid Growth of Sales Promotion②Setting Sales-Promotion Objectives③Selecting Sales-Promotion Tools④Developing the Sales-Promotion Program33Discount: A straight reduction in price on purchases during a stated period of time.34.Allowance: Promotional money paid by manufacturers to retailers who agree to feature the manufacturer’s products in some way.。
国际市场营销复习资料
1. The Boston Box波士顿矩阵又称市场增长率-相对市场份额矩阵、波士顿咨询集团法、四象限分析法、产品系列结构管理法等。
区分出4种业务组合。
（1）明星型业务（Stars，指高增长、高市场份额）（2）问题型业务（Question Marks，指高增长、低市场份额）（3）现金牛业务（Cash cows，指低增长、高市场份额）（4）瘦狗型业务（Dogs，指低增长、低市场份额）2．整体产品概念产品整体概念包含核心产品、有形产品，附加产品。
核心产品:是指消费者购买某种产品时所追求的利益，是顾客真正要买的东西，因而在产品整体概念中也是最基本、最主要的部分。
消费者购买某种产品，并不是为了占有或获得产品本身，而是为了获得能满足某种需要的效用或利益。
有形产品: 是核心产品借以实现的形式，即向市场提供的实体和服务的形象。
如果有形产品是实体品，则它在市场上通常表现为产品质量水平、外观特色、式样、品牌名称和包装等。
产品的基本效用必须通过某些具体的形式才得以实现。
市场营销者应首先着眼于顾客购买产品时所追求的利益，以求更完美地满足顾客需要，从这一点出发再去寻求利益得以实现的形式，进行产品设计。
附加产品: 是顾客购买有形产品时所获得的全部附加服务和利益，包括提供信贷、免费送货、质量保证、安装、售后服务等。
附加产品的概念来源于对市场需要的深入认识。
因为购买者的目的是为了满足某种需要，因而他们希望得到与满足该项需要有关的一切。
美国学者西奥多·莱维特曾经指出：“新的竞争不是发生在各个公司的工厂生产什么产品，而是发生在其产品能提供何种附加利益（如包装、服务、广告、顾客咨询、融资、送货、仓储及具有其他价值的形式）”。
3. PEST宏观环境分析法（1）p（政治法律）：政治制度体制方针、政府的稳定性、特殊经济政策、环保立法反不正当竞争法、对外国企业态度、法律法规。
（2）E（经济）：GNP变化、财政货币政策、利率汇率通货膨胀率失业率、可任意支配收入、市场需求价格政策。
国际营销(双语)期末章节重点
国际营销(双语)期末章节重点考试题型：单选10×1判断并改错5×3名词解释5×4简答5×6论述1×10案例分析1×15第一章The Scope and Challenge of International Marketing一、名词解释1、international marketing国际市场International marketing is the performance of business activities designed to plan,price,promote,and direct the flow of a company's goods and service to Consumer or users in more than one nation for a profit.2、uncontrollable elements不可控因素The elements of business environment which beyond the control of companies.3、SRC Self-Reference Criterion自我参展标准An unconscious reference to one's own cultural values, experiences,and knowledge as a basis for decision.4、Global Awareness全球意识Tolerance of cultural difference and knowledge of cultures, history,world marketpotential,and global economic, social,and political trends.二、简答2、“...the marketer’s task is the same whether appliedin 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.As the business’s goal is same in different place,which is to make profit by promoting,pricing,and distributing products for which there is a market.In the other word,the task never change, which are deal with controllable elements and uncontrollable elements.4、Discuss the four phases of international marketing involvement.国际市场营销的四个阶段The first phase is domestic firms which have no foreign business activity except those sales made to foreign customers who come directly to the firm.The second is domestic firms which have temporary surpluses which are sold abroad on an availability basis with no intention for continuing market representation. The third is the domestic firms that have permanent productive capacity which is used toproduce goods which are sold on a continuing basis in foreign markets.The fourth is the international company that produces aproduct for the world market.5、Discuss the conditions that have led to the development of global markets.讨论导致全球市场发展的条件。
国际市场营销学复习资料(中英版)
《国际市场营销学》复习资料一、填空题（1x18）1、把新产品引入新文化中的选择方案The introduction of the new product options for the international market2、新产品定价策略Pricing strategy of new products撇脂定价策略 skimming pricing strategy；渗透定价策略 penetration pricing strategy3、出口方进入国际市场典型的间接分销渠道Way to enter the international export market, the typical indirect distribution channels制造商出口中间商进口中间商经销商最终消费者4、重点集中战略的两种形式Two forms of focus strategy成本重点集中 cost focused；差异重点集中 focused differentation5、信息的两种来源Two sources of information二手资料secondary information(desk reseach)文案；原始资料primary information(field research)实地6、G-Hoftedes 的两种文化价值理论G-Hoftedes the two cultures theory of value权力距离指数 power distance（PDI）、个人主义 individualism（IDV）、不确定性规避指数 uncertainty avoidance（UAV）、价值观的男性度和女性度指数 masculinity（MAS）7、国际战略联盟的三种形式Three forms of international strategic alliance水平战略联盟、垂直战略联盟、混合联盟或跨行业联合大企业协议8、产品生命周期的四个阶段The four stages of product life cycle导入期 introduct、成长期 growth、成熟期 maturity、衰退期 decline.9、管理的四种导向Four-oriented management本国中心主义 Ethnocetrism 多中心主义 polycentrism地区中心主义 regioncentrism 全球中心主义 geocentrism10、产品的基本层次The basic level of productCore benefit 核心利益, actual product一般产品, expected product期望产品,augumented product 附加产品, potential product潜在产品11、菲利普·科特勒的三个层次Philip• Kotler of the three levelsCore product核心产品 ,tangible product有形产品 ,augment product 附加产品12、品牌包括哪几个部分Brands include several components13、企业进入国际市场的四种模式Enterprises to enter international markets four modes出口进入模式exporting entering、契约进入模式contract entering、投资进入模式investment entering 、互联网进入模式internet entering.14、国际市场营销的三种形态Three forms of international marketing跨越国界型或对外营销型international marketing、异国型或国外营销型 foreign marketing、多国型或多国营销 multinational marketing.15、国际市场的细分标准Standards of international market segmentation地理变数geographical segmentation、人口变数demographic segmentation、心理变数psychological segmentation、行为变数behavior segmentation.16、新贸易保护主义的三个方面Three aspects of the new trade protectionism绿色壁垒green barrier、技术壁垒technical barrier、反倾销和知识产权保护anti-dumping and intellectual property protection17、文化知识分为哪两类Cultural knowledge, which is divided into two categories事实性知识fact knowledge、解释性知识explanative knowledge18、迈克尔·波特的3种经营战略Michael Porter's three business strategy •总成本领先战略 overall cost leadership 差异化战略 differentiation重点集中战略 the narrow-focus advantage19、绿色营销的四个内容Four elements of Green Marketing绿色产品 green products 绿色分销green distribution绿色促销green promotion 绿色价格green price20、核心竞争力的特点The characteristics of core competencies不可模仿性、团队学习能力、具有专门的知识和独特的技术、主旨整合能力21、国际市场营销产品定位的两种形式International marketing product positioning of the two forms高技术定位 high technological positioning 高接触定位 high touch22、营销沟通战略的四部分Four-part marketing communications strategy23、目标管理的坏境因素Environmental management by objectives政治环境political environment、经济环境economic environment、社会文化环境social cultural environment、地理环境geographical environment24、国际目标市场选择应符合的标准Target market selection should be consistent with international standards可测量性measurability 、可进入性 accessibility 、需求足量性substantiality、易反应性 actionability25、产品因素对企业进入方式的影响主要表现在Product factors into the way of enterprises mainly in the1.产品要素密集度。
国际市场营销(双语版)2.TheInternationalMarketingenvironment
mothers. They thought
just changed diapers for
Pampers were too thick,
babies twice a day—morning
because they changed Pampers from P & G and evening. Therefore
The Marketing Environment
Vanessa Chen Applied Foreign Languages Department, PYP
2.1.2 市场营销环境与企业营销活动
市场营销环境是企业生存和发展的条件， 对企业具有强制性，企业必须适应环境， 然而企业又具有能动性，对环境具有反作 用。
正面影响 负面影响
Vanessa Chen Applied Foreign Languages Department, PYP
不知道
契机——生活方式
新住房 新汽车 节日 旅行 分期消费 交通 退休 疾病 保险 购物 饮食
正面影响 负面影响
Vanessa Chen Applied Foreign Languages Department, PYP
= PI－所得税－ 非商业性开支 = 个人消费+储蓄/投资 eg.2001我国城镇人均DPI=6,280元，Max上海=10,000
△ 可自由支配的个人收入 = DPI－储蓄－购买生活必需品的固定开支
2、区别货币收入 & 实际收入
Vanessa Chen Applied Foreign Languages Department, PYP
vanessachenappliedforeignlanguagesdepartmentpyp213市场营销环境的综合分析方法swotso战略利用优势利用机会战略利用优势利用机会wo战略利用机会克服劣势战略利用机会克服劣势st战略利用优势回避威胁战略利用优势回避威胁wt战略回避威胁克服劣势战略回避威胁克服劣势优势strengths劣势weakness机会opportunities威胁threats优势strengths劣势weakness机会opportunities威胁threatsvanessachenappliedforeignlanguagesdepartmentpypso战略公司优势机会战略公司优势机会战略中央电视台垄断广告需求大广告招标长虹低成本康佳换届价格战海尔管理品牌休克鱼兼并中央电视台垄断广告需求大广告招标长虹低成本康佳换届价格战海尔管理品牌休克鱼兼并vanessachenappliedforeignlanguagesdepartmentpyp抓住契机主动出击?仔细阅读下面的这些表并且加以应用?正面影响
国际市场营销学培训讲义(英文版)
国际市场营销学培训讲义(英文版) International Marketing Training HandbookSession 1: Introduction to International Marketing1.1 Definition of International Marketing- Explanation of international marketing and its importance in today's globalized world.- Overview of key concepts, such as globalization, market segmentation, and cultural diversity.1.2 Benefits and Challenges of International Marketing- Discussion on the advantages of expanding into international markets, such as increased sales and new business opportunities. - Identification of common challenges, such as cultural differences, legal and regulatory complexities, and competitive pressures.1.3 International Marketing Strategies- Introduction to different strategies for entering international markets, including exporting, licensing, joint ventures, and direct investment.- Examination of factors influencing strategy selection, such as market potential, risk assessment, and resource allocation. Session 2: Market Research and Analysis2.1 Understanding Global Consumers- Analysis of cultural differences and their impact on consumer behavior.- Identification of global consumer segments and trends to targeteffectively.2.2 Market Research Methods- Overview of primary and secondary research methods for gathering market intelligence.- Explanation of techniques for analyzing market data, such as surveys, focus groups, and data mining.2.3 Assessing Market Potential- Examination of key factors to consider when evaluating market potential, including market size, growth rate, and competition.- Introduction to tools and frameworks for assessing market attractiveness and competitiveness.Session 3: Market Entry Strategies3.1 Exporting and Importing- Discussion on the advantages and disadvantages of exporting and importing.- Explanation of export and import processes, including logistics, documentation, and international trade regulations.3.2 Licensing and Franchising- Overview of licensing and franchising as market entry strategies. - Examination of the benefits, risks, and considerations involved in entering into licensing and franchising agreements.3.3 Joint Ventures and Strategic Alliances- Introduction to joint ventures and strategic alliances as collaborative market entry strategies.- Analysis of the advantages, challenges, and factors for successful partnerships.Session 4: Product and Brand Management4.1 Adaptation vs. Standardization- Examination of product and brand adaptation strategies to suit local market preferences.- Discussion on the benefits and risks of standardizing products and brands across international markets.4.2 Product Development and Innovation- Overview of product development processes for international markets.- Introduction to strategies for fostering innovation and staying competitive in global markets.4.3 Branding and Positioning- Explanation of brand building and positioning strategies for global brands.- Examination of the role of culture, communication, and customer perception in successful international branding.Session 5: Communication and Promotion5.1 Integrated Marketing Communications- Introduction to integrated marketing communications (IMC) and its role in international marketing.- Explanation of different promotional tools and channels, such as advertising, public relations, and digital marketing.5.2 Cultural Sensitivity in Communication- Discussion on the importance of cultural sensitivity and adaptation in international communication.- Analysis of successful cross-cultural marketing campaigns and the lessons learned.5.3 Digital Marketing in International Markets- Overview of digital marketing strategies and tactics for reaching global audiences.- Examination of the challenges and opportunities in leveraging digital platforms for international marketing.Note: This training handbook provides an overview of key topicsin international marketing and can be customized to suit specific training objectives and participant needs.Session 6: Pricing and Distribution6.1 Pricing Strategies in International Markets- Explanation of factors affecting pricing decisions in international markets, such as currency fluctuations, local market conditions, and competition.- Introduction to pricing strategies, such as cost-based pricing, market-based pricing, and value-based pricing.6.2 Distribution Channels and Logistics- Overview of distribution channel options in international markets, including direct sales, distributors, agents, and e-commerce.- Examination of logistics considerations, such as transportation, warehousing, and customs regulations.6.3 Channel Management and Relationship Building- Discussion on the importance of effective channel management and relationship building with international partners.- Introduction to strategies for selecting, managing, and incentivizing channel partners.Session 7: Legal and Ethical Considerations7.1 International Legal Framework- Overview of international trade laws and regulations, such as tariff and non-tariff barriers, intellectual property protection, and contract laws.- Explanation of the role of international organizations, such as the World Trade Organization (WTO), in promoting fair trade practices.7.2 Ethical Issues in International Marketing- Analysis of ethical dilemmas and challenges in international marketing, such as cultural sensitivity, advertising standards, and environmental sustainability.- Discussion on the importance of corporate social responsibility (CSR) in international business practices.7.3 Risk Management and Compliance- Introduction to risk management strategies for mitigating legal and ethical risks in international marketing.- Explanation of compliance standards, such as anti-corruption laws and data privacy regulations, that businesses need to adhere to in global markets.Session 8: Market Expansion and Growth8.1 Emerging Markets and Opportunities- Analysis of emerging markets and their potential for business expansion and growth.- Discussion on strategies for entering and succeeding in emerging markets, such as adaptation to local conditions and collaboration with local partners.8.2 International Business Development- Overview of strategies and considerations for expanding and growing international business operations.- Discussion on factors such as market diversification, innovation, and strategic partnerships.8.3 Sustainable International Marketing- Examination of sustainability and responsible business practices in international marketing.- Introduction to concepts such as green marketing, social entrepreneurship, and inclusive business models.Session 9: Cross-Cultural Communication and Negotiation9.1 The Importance of Cross-Cultural Communication- Explanation of the challenges and opportunities presented by cross-cultural communication in international business.- Analysis of cultural dimensions and their impact on communication styles and business practices.9.2 Cross-Cultural Negotiation- Overview of negotiation strategies and techniques in cross-cultural settings.- Examination of cultural norms and practices that influence negotiation processes and outcomes.9.3 Managing Cultural Differences- Discussion on strategies for managing and leveraging cultural differences in international business.- Introduction to intercultural competence skills, such as empathy, adaptability, and cultural intelligence.Session 10: International Marketing Plan10.1 Developing an International Marketing Plan- Step-by-step guide to developing an international marketing plan. - Explanation of key components, such as market analysis, target market selection, marketing objectives, and implementation strategies.10.2 Evaluating and Monitoring International Marketing Performance- Introduction to metrics and tools for evaluating the performance of international marketing activities.- Discussion on the importance of monitoring and adjusting strategies based on market feedback and changing conditions. 10.3 Case Studies and Best Practices in International Marketing- Analysis of real-world case studies and best practices in international marketing.- Examination of successful international marketing campaigns and their underlying strategies and tactics.Note: This training handbook provides an overview of key topics in international marketing and can be customized to suit specific training objectives and participant needs. The content can be expanded upon by incorporating additional case studies, interactive exercises, and group discussions to enhance participant engagement and learning.。
市场营销导论复习笔记 英文原版(中文翻译)
Introductory Marketing Review Notes•Marketing: The process of determining customer needs and wants and then developing goods and services that meet or exceed these expectations.市场营销：寻找消费者的消费需求，然后提供产品和服务来满足或者超越消费者需求的过程。
•MICRO marketing: is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need satisfying goods and services from producer to customer or client.微观市场营销：通过对消费者或顾客消费需求的了解，提供能够满足消费者或顾客需求的商品或者服务。
•MACRO marketing: is a social process that directs an economy’s flow of goods and services from producers to consumers in a way that effectively matches supply and demand andaccomplishes the objectives of society.宏观市场营销：通过引导整个社会经济的运作，从而有效地满足整个社会的供求平衡。
Marketing’s Role Has Changed a lot Over the Years市场营销的角色在过去的若干年中发生了很大变化•The Five Stages in The Evolution of Marketing 市场营销变革的五个阶段• 1. The Simple Trade Era 自由贸易的时期• 2. The Production Era, Industrial Revolution; 1880s until 1920 产品时期（工业革命）• 3. The sales Era, until 1950 推销时期• 4. The Marketing Department Era, 营销部门出现的时期• 5. The Marketing Company Era, since 1960 营销公司出现的时期What Does The Marketing Concept Mean?营销理念的含义？•Marketing Concept: an organization which aims all it’s efforts toward its customers , for a profit.营销理念：组织或企业为了获得利益而去满足消费者需求•Production orientation; making whatever products are easy to produce and then trying to sell them.产品生产导向：压缩成本，销售出去•Marketing Orientation; trying to carry out the marketing concept.营销导向：践行营销理念•Three Ideas of The Marketing Concept营. Customer Satisfaction满足消费者需求• 2. Total Company Effort企业的付出• 3. Profit, not just Sales as the objective.利润，不仅仅在销售方面销理念的三个概念•Micro-macro dilemma; What is good for the firm may not be good for society.宏观市场的窘境：对企业好的并不一定对社会好。
国际市场营销双语版第1章
（二）国际市场营销与市场营销的区别 1. 市场营销环境和背景不同 Marketing environment and background are different, which is the main difference between international marketing and domestic marketing 2. 市场营销组合策略有区别 Marketing approach combined strategy is difference. 3．国际营销战略及营销管理过程更复杂 International marketing strategy and marketing management process are more complicated. 4．利用资源，获得比较优势的程度不同 Different level of use of resources and access to different degree of the comparative advantage 5. 市场营销过程的风险性程度不同 The marketing process’ degree of risk is different
1.2国际市场营销
1.1.1国际市场营销的概念 1.国际市场营销的概念 国际市场营销是国内市场营销的延伸与扩展，是指 企业在一国以上从事经营与销售活动。 International marketing is the extension of domestic marketing, and it refers to a marketing activity that enterprises deal with business and sales in more than one country.
第二章国际市场营销双语
• 贸易争端的解决方式
2.2.1国际市场营销的法律环境因素
• 对企业来讲，法律环境就是“商业游戏”的竞争规则。 • 国际营销所面临的法律包括三个方面： ①与国际营销有关的国内法律； ②国际性法律与组织； ③国际营销面对的国外法律体系。
2.2.2 国际法律环境
• 1.国际贸易相关立法 贸易壁垒 技术性贸易壁垒 反倾销
2.1.1 Political Environment Factors influencing International Marketing 2.1.2 Influence of Political Environment on International Marketing 2.1.3. Forecasting and Reducing Political Risks • 国际市场营销的政治环境 因素
• 国家间关系 • 民族主义：
• 民族主义是一种意识形态。这 种信念是建立在国家、种族的 划分和民族同一性基础上的。
•
可 口 可 乐 汇 源 收 购 案
2. Domestic Political Environment
① ② ③ ④ ⑤ 政治制度 政治稳定性 政策连续性 行政干预 行政效率
2.1.2 政治环境对国际市场营销的影响
• 政治环境对国际市场营销 的影响 • 政治风险的预测及防范
1. International Political Environment • 1. International Political Situation • 2. States Relations • 3. Nationalism • 国际政治局势
• 进入风险 • 经营风险 没收(Confiscation) 征用（Expropriation） 进口限制（Import Restrictions） 税收控制(Tax Controls) 价格控制(Price Controls)
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
《国际市场营销学》复习资料一、填空题（1x18）1、把新产品引入新文化中的选择方案The introduction of the new product options for the international market2、新产品定价策略Pricing strategy of new products撇脂定价策略 skimming pricing strategy；渗透定价策略 penetration pricing strategy3、出口方进入国际市场典型的间接分销渠道Way to enter the international export market, the typical indirect distribution channels制造商出口中间商进口中间商经销商最终消费者4、重点集中战略的两种形式Two forms of focus strategy成本重点集中 cost focused；差异重点集中 focused differentation5、信息的两种来源Two sources of information二手资料secondary information(desk reseach)文案；原始资料primary information(field research)实地6、G-Hoftedes 的两种文化价值理论G-Hoftedes the two cultures theory of value权力距离指数 power distance（PDI）、个人主义 individualism（IDV）、不确定性规避指数 uncertainty avoidance（UAV）、价值观的男性度和女性度指数 masculinity（MAS）7、国际战略联盟的三种形式Three forms of international strategic alliance水平战略联盟、垂直战略联盟、混合联盟或跨行业联合大企业协议8、产品生命周期的四个阶段The four stages of product life cycle导入期 introduct、成长期 growth、成熟期 maturity、衰退期 decline.9、管理的四种导向Four-oriented management本国中心主义 Ethnocetrism 多中心主义 polycentrism地区中心主义 regioncentrism 全球中心主义 geocentrism10、产品的基本层次The basic level of productCore benefit 核心利益, actual product一般产品, expected product期望产品,augumented product 附加产品, potential product潜在产品11、菲利普·科特勒的三个层次Philip• Kotler of the three levelsCore product核心产品 ,tangible product有形产品 ,augment product 附加产品12、品牌包括哪几个部分Brands include several components13、企业进入国际市场的四种模式Enterprises to enter international markets four modes出口进入模式exporting entering、契约进入模式contract entering、投资进入模式investment entering 、互联网进入模式internet entering.14、国际市场营销的三种形态Three forms of international marketing跨越国界型或对外营销型international marketing、异国型或国外营销型 foreign marketing、多国型或多国营销 multinational marketing.15、国际市场的细分标准Standards of international market segmentation地理变数geographical segmentation、人口变数demographic segmentation、心理变数psychological segmentation、行为变数behavior segmentation.16、新贸易保护主义的三个方面Three aspects of the new trade protectionism绿色壁垒green barrier、技术壁垒technical barrier、反倾销和知识产权保护anti-dumping and intellectual property protection17、文化知识分为哪两类Cultural knowledge, which is divided into two categories事实性知识fact knowledge、解释性知识explanative knowledge18、迈克尔·波特的3种经营战略Michael Porter's three business strategy •总成本领先战略 overall cost leadership 差异化战略 differentiation重点集中战略 the narrow-focus advantage19、绿色营销的四个内容Four elements of Green Marketing绿色产品 green products 绿色分销green distribution绿色促销green promotion 绿色价格green price20、核心竞争力的特点The characteristics of core competencies不可模仿性、团队学习能力、具有专门的知识和独特的技术、主旨整合能力21、国际市场营销产品定位的两种形式International marketing product positioning of the two forms高技术定位 high technological positioning 高接触定位 high touch22、营销沟通战略的四部分Four-part marketing communications strategy23、目标管理的坏境因素Environmental management by objectives政治环境political environment、经济环境economic environment、社会文化环境social cultural environment、地理环境geographical environment24、国际目标市场选择应符合的标准Target market selection should be consistent with international standards可测量性measurability 、可进入性 accessibility 、需求足量性substantiality、易反应性 actionability25、产品因素对企业进入方式的影响主要表现在Product factors into the way of enterprises mainly in the1.产品要素密集度。
2.产品的价值高低和技术含量。
3.产品的服务性。
4．产品地位。
5.产品的适应性。
26、迈克尔·波特的五利模型主要包括哪几个方面Michael Porter's five-profit model includes several aspects which迈克尔波特的5力模型主要包括：1、新进入者的威胁Threat of new entrants 2、产业竞争对手，现有公司间的争夺rivalry among existing competitors 3、买方侃价实力 bargaining power of buyers 4、卖方侃价实力 bargaining power of suppliers 5、替代品或服务的威胁 threat of substitute products or service 。
27、影响战略联盟的五因素The five factors of strategic alliance影响战略联盟成功的5个因素：1、strategic integration战略整合2、tactical integration战术整合3 operational integration业务整合4 interpersonal integration人际整合 5 cultural integration 文化整合。
28、产品定价策略有哪几种What are the different pricing strategies产品定价策略：新产品定价策略 1、撇指定价market skimming pricing 2、渗透定价策略penetration pricing strategy 3、marketing holding strategy 心理定价策略4、声望定价 prestige pricing 5、地理定价策略 geographical pricing29、企业跨国营销的发展经过哪几个阶段After the development of international marketing company which stages企业跨国营销的阶段：1、国内营销domestic marketing 2、出口营销 exporting marketing 3、国际市场营销international marketing 4、多国营销 multinational marketing 5、全球营销global marketing30、产品延伸的五种战略选择Product extension of the five strategic choice产品延伸的5种战略选择: 1、产品和促销直接延伸策略 product-communication extension（dual-extension） 2、产品直接延伸，促销改变策略 product extension-communication adaptation 3、产品改变，促销直接延伸策略 product adaptation-communication extension 4、产品促销双重改变 dual-adaptation 5、产品创新策略 product invention31、成本导向定价方法有Cost-oriented pricing methods1、综合成本定价法2、成本加成定价法3、目标利润定价法4、边际成本定价法32、国际企业经营哲学经历过哪几个阶段International business philosophy which experienced several stages国际企业经营哲学的发展阶段：1、以生产为导向的传统营销观念 traditional marketing 2、以国外顾客为导向的营销新观念 new marketing concept 3、以外部环境为导向的营销战略观念 strategic marketing concept 4、以全球市场为导向的全球营销观念global marketing concept33、国际分销体系中的三个因素International distribution system, three factors国际分销体系的3个基本因素：制造商、中间商和最终消费者。