国际营销chapter8

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a第一章国际营销概述

chapter 4 purchasing behavior analysis （购买行为分析）
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chapter 5 international market segmentation, target marketing and market positioning (国际市场细分、目标营销与市场定位) chapter 6 international production decisions (国际产品决策) chapter 7 international distribution channel decisions (国际分销的渠道决策)
3. international marketing (1) definition: • international marketing means a enterprise’s cross-border market business activities.
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(2) characteristics of international marketing international marketing is more complex than domestic marketing • ① the domestic marketing just adapts to domestic environment, and international marketing not only has to adapt the domestic environment, but also to adapt to the international environment;
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第三、四章

国际营销chapter8资料

8-6
Ⅲ. Defining the Problem and Establishing Research Objectives
• The market researcher must be certain the problem definition is sufficiently broad to cover the whole range of response possibilities and not be clouded by his or her SRC.
▪ International marketing research involves two complications
▪ Information must be communicated across cultural boundaries
▪ The environments within which the research tools are applied are often different in foreign markets
▪ 3.Specific market information used to make and develop marketing plans on Product; Promotion; Distribution; Price decisions
8-4
▪ Unisys Corporation’s planning steps for collecting and assessing the following types of information
market ▪ rmation to forecast future marketing requirements,

国际营销学(2)

《国际营销学》完全采用国际MBA实战案例教学为主的讲义，此课程为大学MBA、EMBA、DBA学员必修课程，内部讲义仅限自修。

第一章国际营销导论第二章国际营销环境第三章全国市场及购买者第四章国际营销信息系统第五章全国市场细分第六章全球货源决策第七章全球市场进入和拓展战略第八章全球竞争与合作第九章全球产品决策第十章国际营销沟通决策第七章全球市场进入和拓展战略一. 国际市场的进入决策1. 营销机构如前所述，企业进入全球市场，可以选择独立的代理商或经销商，或者是自己建立分销机构。

对于这两种方式的特点，可以用如下的框图来表示：显然，所有权和控制力的关系是正相关，对于公司自己拥有的营销分支机构，公司可以施予更多的控制力，在产品销售、定价、售后服务等方面能够很好地贯彻公司的宗旨和策略；相反，如果利用独立的代理或者经销商，公司对其控制力就会变得有限，但这样做的成本会比较低。

在有些情况下，公司会将两种方式结合起来，以便在充分利用代理和经销商当地优势的同时公司能够对营销活动有所控制。

事实上，许多跨国公司都会在目标市场国设立自己独资的代表性机构。

这一代表机构会在投资决策、生产甚至品牌管理方面提供指导性意见。

比如，德国大众公司在中国设立有全资的投资公司，负责投资、广告、汽车金融服务、进口车销售和服务等方面的事宜，并与大众在中国的合资企业形成相互支持。

同样地，法国标致公司在中国设有代表处，同时标致在中国也有与东风公司成立的合资公司。

2. 进入决策的一般考虑因素一般而言，进入国际市场的有关决策，涉及以下几个方面：(1). 货源：母国、第三国或东道国？考虑成本、市场准入、原产地因素。

(2). 是否在市场国（或地区）设立营销组织？考虑成本、估计的市场影响力、如果选择建立自己的营销组织，必须就选派何人担任关键职位作出决定。

(3). 选择、培训和激励当地的分销商和代理商。

(4). 营销组合策略：在销售、盈利和市场份额方面的目标和任务；定位；营销组合策略制订。

国际市场营销学Lascu_Chapter8

Copyright Atomic Dog Publishing, 2008 2
International Product Life Cycle: Maturity
• • • • Product is adopted by most target consumers. Sales are leveling off. Profits decline due to intense competition. Manufacturing operations move to developing countries to take advantage of cheap labor. • New competitors: firms from developing countries.
• Product line
• All the brands the company offers in one product category.
Colgate Palmolive offers different brands to consumers worldwide.
Copyright Atomic Dog Publishing, 2008 2
Decline
Developing Country Markets Remain Viable Target Markets for MNC; MNC Home Country Market Is Diminiyright Atomic Dog Publishing, 2008 2
Copyright Atomic Dog Publishing, 2008 2
Dimensions of the International Product Mix

国际市场营销全球营销学每章课后习题答案

全球营销学第四版每章课后习题答案第一章Introduction to Global Marketing1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?P31、Surpass the competition at the task of creating perceived value for customers2、The Guide line is the value equation –Value = Benefits/Price (Money, Time, Effort, Etc.)P42.What is mean by “global localization”?（全球本土化策略）Is Coca-Cola a globalproduct? Explain.The phrase “global localization” represents an attempt to capture the spirit of the rallying cry for o rganizations in the 21st century, namely, “think globally, act locally.”Most people will agree that Coca-Cola is a global product by virtue of the fact that it is available in more than 195 countries in red cans bearing the distinctive signature style. It must be noted, however, that customer service efforts are adapted to the needs of particular markets, e.g., vending machines in Japan. Thus, Coca-Cola is both global and local.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world markets; 2. standardization versus adaptation is the extent to which each marketing mix element can be standardized or adapted in various country markets; 3. concentration of marketing activities is the extent to which activities related to marketing mix are performed in one or a few country locations; 4. coordination of marketing activities is the extent to which activities related to marketing mix are performed interdependently around the globe; 5. integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of world are interdependent.Examples: 1. Coke is the best-known, strongest brand, as the Coca-Cola Company, supporting its Coke, Fanta, and Powerade brands with marketing mix elements both that are globe and local, is adept at adapting sales promotion, distribution, and customer service efforts to local needs;2. Mcdonald’s business model is a restaurant system that can be set up virtually anywhere in the world and offers core menu items-hamburgers, French fries, and soft drinks-in most countries, and the company also customizes menu offerings according to local eating customs.4.How do the global marketing strategies of Harley-Davidson and Toyota differ?Harley-Davidson motorcycles are known the world over as “the” all-American motorcycle. Harley’s mystique and heritag e are associated with the USA. The company backs up this positioning with exports from two U.S. manufacturing locations. By contrast, Toyota builds some models (e.g., Camry and Avalon) for the U.S. market in the U.S., a fact that Toyota stresses in its American ad. Thus, Harley-Davidson serves global markets while sourcing locally, while Toyota’s strategy calls for serving world markets and using the world as a source of supply.5.Describe the difference between ethnocentric, polycontric, regiocentric, andgeocentric management orientations.The premise of an ethnocentric orientation is that home country products and management processes are superior. An ethnocentric company that neither sources inputs from, nor seeks market opportunities in the world outside the home country may be classified as an domestic company. A company that does business abroad while still presuming the superiority of the home country may be classified as an international company. Such a company would rely on an extension strategy whereby it would export, without adaptation, products designed for the domestic market.The polycentric orientation that predominates at a multinational company leads to aview of the world in which each country markets is different from the others. Local country managers operating with a high degree of autonomy adapt the marketing mix in a polycentric, multinational company. Managers who are regiocentric or geocentric in their orientations recognize both similarities and differences in world markets. Market opportunities are pursued using both extension and adaptation strategies. The regiocentric and geocentric orientations are characteristic of global transnational companies.OrEthnocentric orientation: home country is superior to the rest of the world, sees similarities in foreign countries，leads to a standardized or extension approach; Polycentric orientation: the opposite of ethnocentrism, each country in which a company does business is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; management`s goal is to develop an integrated regional strategy; Geocentric orientation：views the entire world as a potential market and strives to develop integrated world market strategies.6.Identify and briefly describe some of the forces that have resulted in increased globalintegration and the growing importance of global marketing.P21+Driving Forces：Regional economic agreements、Market needs and wants、TechnologyTransportation and communication improvements、Product development costs、Quality、World economic trends、LeverageRestraining Forces：Management myopia、Organizational culture、National controls 7.Define leverage and explain the different types of leverage utilized by companieswith global operations.Define leverage：P25第二章The Global Economic Environment1.Explain the difference between market capitalism, centrally planned capitalism,centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.Market capitalism is an economic system in which individuals and firms allocate resources and production resources are privately owned. (England).Centrally planned capitalism is an economic system in which command resource allocation is utilized extensively in an environment of private resource ownership. (Sweden)Centrally planned socialism, in this type of economic system, the state has broad powers to serve the public interest as it sees fit. (Former Soviet Union)Market socialism, in such a system, market allocation policies are permitted within an overall environment of state ownership. (China)2.What is a BEM? Identify the BEMs according to their respective stages of economicdevelopment.P53P56-583. A manufacture of satellite dishes is assessing the world market potential for hisproducts. He asks you if he should consider developing countries as potential markets.How would you advise him?Despite the difficult economic conditions in parts of developing countries, many nations will involve into attractive markets.One of marketing’s roles in developing countries is to focus resources on the task of creating and delivering products that are best suited to local needs and incomes. The role of marketing to indentify people’s needs and wants is the same in all countries, irrespective of level of economic development. It is also an opportunity to help developing countries join the information age.And P654.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs areranked. What does the result tell you in terms of the relevance of the index to global marketers?P52第三章Social and Cultural Environments1.What are some of the elements that make up culture? How do these find expression inyour native culture?Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguish one society from another.Culture is acted out in social institutions, such as, family, education, religion, government, business.2.What is the difference between a low-context culture and a high-context culture?Give an example of a country that is an example of each type and provide evidence for your answer.PPT 第四章4-63.How can Hofstede’s cultural typologies help Western marketers better understandAsian culture?P874.Explain the self-reference criterion(自我参照准则). Go to the library and findexamples of product failures that might have been avoided through the application of the SRC.Unconscious reference to one’s own cultural values; creates cultural myopia5.Briefly explain the social research of Everrtt Rogers regarding diffusion ofinnovations,……P94pare and contrast USA and Japan in terms of traditions and organizationalbehavior and norms.第四章The Legal and Regulatory Environments of Global Marketing1.What is sovereignty? What is it an important consideration in the politicalenvironment of global marketing?sovereignty2.Describe some of the sources of political risk. Specially, what forms can political risktake?Tension between aspirations and realityPrimarily occurs in lower and lower-middle income countries–Indonesia and economic crisisWhen political risk occurs in high income countries, it is generally due to a long-standing conflict–Northern IrelandP1423.Briefly describe some of the differences between the legal environment of a countrythat embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasons conflictsarise in the first place. Identify and describe several legal issues that relate to global commerce.Intellectual PropertyAntitrustContractualLicensing and Trade Secrets5.“See you in court” is one way to respond when legal issues arise. What otherapproaches are possible?LitigationFormal arbitration–Settles disputes outside of court–Groups agree to abide by panel’s decision1958 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards–Most important treaty regarding international arbitration第五章Global Information Systems and Market Research1.Explain two information technology puts powerful tools in the hands of globalmarketers.Modern IT tools provide the means for a company's marketing information system and research functions to provide relevant information in a timely, cost –efficient, and actionable manner.Electronic data interchange (EDI) allows business units to submit orders, to issue invoices, to conduct business electronically, Wal-Mart legendary for its EDI, save time and money, enables retailers to improve inventory management. Transaction formats are universalEfficient Consumer Response (ECR) This is in addition to EDI, an effort for retailers and vendors to work closely on stock replenishment(补充). ECR can be defined as a joint initiative by members of a supply chain to work toward improving and optimizing(最优化) aspects of the supply chain to benefit customersIntranet, Electronic Point of Sale (EPOS), Data Warehouses are also helping businesses improve their ability to target consumers and increase loyalty.2.What are the different modes of information acquisition? Which is the most importantfor gathering strategic information?3.4、Outline the basic steps of the market research process.5、What is the difference between existing, latent, and incipient demand? How mightthese differences affect the design of a marketing research project?Demand and profit potential, in turn, depend in part on whether the market being studied can be classifieds existing or potential. Existing markets are those in which customer needs are already being served by one or more companies. In some instances, there is no existing market to research and. information may be readily available. A latent market is in essence, an und iscovered segment .It’s a market in which demand would materialize if an appropriate product were made available. An incipient market is a market that will emerge if particular economic demographic, political, or sociocultural trend continues. A company is not likely to achieve satisfactory results if it offers a product in an incipient market before the trends have taken root.Market growth, brand loyalty, market segment, product, sales promotion, pricing, distribution, will be different in marketing research project.6.Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?A number of techniques are available for analyzing survey data.Factor analysis can be used to transform large amount of data into manageable units. It is useful in psychographic segmentation studies or creating perceptual maps; cluster analysis allows the researchers to group variables into clusters that maximize within-group similarities and between-group differences. It can be used to do global marketing research, to perform benefit segmentation, and to identify new product opportunities. Multi dimensional scaling is another technique for creating perceptual maps which is particular useful when there are many product to choose and consumers have difficulty in verbalizing their conceptions. Conjoint analysis is used to gain insights into the combination of features that will be the most attractive to consumers. It is useful when determines the values and utilities of the various levels of product features and plots them graphically.第六章Segmentation, Targeting, and Positioning1.differentiate the five basic segmentation strategies. Give an example of a companythat has used each one.P170-P1831、IncomePopulationsAge distributionGenderEducationOccupation2、Grouping people according to attitudes, value, and lifestyles3、4、Benefit segmentation focuses on the value equation–Value = Benefits / Price5、The population of many countries includes ethnic groups of significant size2.Explain the difference between segmenting and targeting.P200pare and contrast standardized, concentrated, and differentiated global marketing.Illustrate each strategy with an example from a global company.Standardized global marketing is mass marketing on a global scale with undifferentiated target marketing (Revlon International)Concentrated global marketing, involves devising a marketing mix to reach a niche. A niche is simply a single segment of the global market. (Germany`s Winter halter) Differentiated global marketing, represents a more ambitious approach than concentrated target marketing with multi-segment targeting and two or more distinct markets (Rover)4.5.What is positioning? Identify the different positioning strategies presented in thechapter and give examples of companies or products that illustrate each.Locating a brand in consumers’minds over and against competitors in terms of attributes and benefits that the brand does and does not offer.P192-1956.What is global consumer culture positioning? What other strategic positioningchoices do global marketers have?Identifies the brand as a symbol of a particular global culture or segment.P1967.What is high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.High-tech products are sophisticated technologically complex, and/or difficult to explain or understand, and frequently evaluated in terms of their performance against established objective standards. High-tech global consumer positioning also works well for special interest products associated with leisure of recreation.High-touch products, consumers are generally energized by emotional motives rather than rational ones, and frequently evaluated in terms of their performance against established subjective, aesthetic terms.Some products can be positioned using both strategies, with both satisfying buyers’ rational criteria and evoking an emotional response. Nokia, for example, combines technical performance with a fashion orientation.第七章Global Market Entry Strategies:1.What are the advantages and disadvantages of using licensing as a market entry tool?Give examples of companies from different countries that use licensing as a global marketing strategy.Advantages to LicensingProvides additional profitability with little initial investmentProvides method of circumventing tariffs, quotas, and other export barriersAttractive ROILow costs to implementDisadvantages to LicensingLimited participationReturns may be lostLack of controlLicensee may become competitorLicensee may exploit company resourcesP2062.What is foreign direct investment? What forms can FDI take?P209Partial or full ownership of operations outside of home countryForms:Joint ventures–Minority or majority equity stakes–Outright acquisition3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuable toFord---the physical assets or the name?P2154.What is meant by the phrase global strategic partnership? In what ways does this formof market entry strategy differ from more traditional forms such as joint ventures? Participants remain independent following formation of the allianceParticipants share benefits of alliance as well as control over performance of assigned tasksParticipants make ongoing contributions in technology, products, and other key strategic areasPPT3055.What are Keiretsu? How does this form of industrial structure affect companies thatcompete with Japan or that are trying to enter the Japanese market?PPT307书P2276.Which Strategic options for market entry or expansion would a small company belikely to pursue? A large company?StrategiesCompanies must decide to expand by:–Seeking new markets in existing countries–Seeking new country markets for already identified and served market segments第八章Product and Brand Decisions1.What is the difference between a product and a brand?A product is a good, service, or ideaBrandsBundle of images and experiences in the customer’s mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand ImageThe added value that accrues to a product as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time2.How do local, international, and global products differ? Cite examplesLocal Product is one that has achieved success in a single national market and represents the lifeblood of domestic companies. （Coca-cola, ginseng beverage only in Japan）International product is offered in several markets in a particular region (Euro-product, only in euro zone)Global product meets the wants and needs of a global market and is offered in all world regions (personal stereos)3.What are some of the elements that make up a brand? Are these elements tangible orintangible?IntangibleP2414.What criteria should global marketers consider when making product designdecisions?In many instances, packaging is an integral element of product-related design decisions. Packaging is designed to protect or contain the product during shipping；Labeling provides consumers with various types of information; Aesthetics differ around the world. Global marketers must understand the importance of visual aesthetics; Product Warranties is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure. Warranties can be used as a competitive tool5.How can buyer at titudes about a product’s country of origin affect marketing strategy?买家对于原产国的态度对营销策略有什么影响？Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries–Japan–Germany–France–ItalyP252-2546.Identify several global brands. What are some of the reasons for the global success ofthe brands you chose?Both products and brand are good……7.Briefly describe various combinations of product-communication strategies availableto global marketers. When is it appropriate to use each?Product-communication extension (dual extension) is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market. It used frequently with industrial (business to business) products.Product extension-communication adaptation strategy is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used frequently when consumer conceptions outside the home market are very different from domestic marketProduct adaptation-communication extension is an approach to global product planning is to extend, without change, the basic home-market communications strategy while adapting the product to local use or preference conditions. It used frequently when natural conditions outside the home market are very different from domestic market Product-communication adaptation (dual adaptation) strateg y is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the home market, environmental conditions or consumer preferences differ;第九章Pricing Decisions1.What are the basic factors that affect price in any market? What considerations enterinto the pricing decision?In global marketing, the task of setting prices is complicated by fluctuating exchange rates. Currency fluctuations can create significant problems and opportunities for the classic international company that exports from the home country.Inflation, or a persistent upward change in price levels, is a problem in many country markets. It can be caused by an increase in the money supply and currency devaluation. Governmental policies and regulations that affect pricing decisions include dumping legislation, resale price maintenance legislation, price ceilings, and general reviews of price levels.Pricing decisions are bounded not only by cost and nature of demand but also by competitive action.Competitive Behavior: If competitors do not adjust their prices in response to rising costs it is difficult to adjust your price to maintain operating margins; If competitors are manufacturing or sourcing I a lower-cost country, it may be necessary to cut prices to stay competitiveThe global marketer has several options for addressing the problem of price escalation orthe environmental factors described in the last section.2.Define the various types of pricing strategies and objectives available to globalmarketers.Market Skimming and Financial Objectives: Market Skimming charges a premium price which may occur at the introduction stage of product life cyclePenetration Pricing and Non-Financial Objectives: Penetration Pricing charges a low price in order to penetrate market quickly which appropriates to saturate market prior to imitation by competitors3.Identify some of the environmental constraints on global pricing decisions. Currency FluctuationsInflationary EnvironmentGovernment Controls, Subsidies, RegulationsCompetitive BehaviorSourcing4.Why do price differences in world markets often lead to gray marketing?Because price differences in world markets lead to trademarked products are exported from one country to another where they are sold by unauthorized persons or organizationsGray marketing occurs when product is in short supply, when producers use skimming strategies in some markets, and when goods are subject to substantial mark-ups 5.What is dumping? Why was dumping such an important issue during the UruguayRound of GATT negotiations?Sale of an imported product at a price lower than that normally charged in a domestic market or country of origin.P2966.What is transfer price? Why is it an important issue for companies with foreignaffiliates(外国子公司)? Why did transfer pricing in Europe take on increased importance in 1999?The transfer price is that Pricing of goods, services, and intangible property bought and sold by operating units or divisions of a company doing business with an affiliate in another jurisdiction.P2997.What is the difference between ethnocentric, polycontric, and geocentric pricingstrategies? Which one would you recommend to a company that has global market aspirations?P291-292 PPT240-242pare and contrast the different forms of countertrade.Countertrade occurs when payment is made in some form other than moneyOptions–BarterThe least complex and oldest form of bilateral, non-monetary counter-tradeA direct exchange of goods or services between two parties–Counter-purchase P303-304–Offset–Compensation trading–Cooperation agreements–Switch trading第十章Global Marketing Channels and Physical Distribution1.In what ways can channel intermediaries create utility for buyers?ObjectivesMarketing channels exist to create utility for customers–Place utility -availability of a product or service in a location that is convenient to a potential customer–Time utility -availability of a product or service when desired by a customer–Form utility -availability of the product processed, prepared, in proper condition and/or ready to use–information utility -availability of answers to questions and general communicationabout useful product features and benefits2.What factors influence the channel structures and strategies available to globalmarketers?B2CThe characters of both buyers and products have an important influence on channel design.The number of individual buyers and their geographic distribution, income, shopping habits and different channel approaches.Products characters such as degree of standardization, perishability, bulk, service requirements, and unit price have an impact as well.Channels tends to be longer as the number of consumers to be served increases and the price per unit decreases. Bulky products usually require channel arrangements that minimize the shipping distances and the number of times products change hands before they reach the ultimate customer.B2BAs is true with consumer channels, product and consumer characteristics have an impact on channel structure. Three basic elements are involved: the manufacture's sales force, distributors or agents and wholesalers.Channel strategy in a global marketing program must fit the company's competitive position and overall marketing objectives in each national market.market factors: consumer profiles, market size and location of country.3.What is cherry picking? What approaches can be used to deal with this problem?P323pare and contrast the typical channel structures for consumer products andindustrial products.P340 PPT252-2555.Identify the different forms of retailing and cite an example of each form. Identifyretailers from as many different countries as you can.PPT258-259 P3256.Identify the four retail market expansion strategies discussed in the text. What factorsdetermine the appropriable mode?Organic–Company uses its own resources to open a store on a green field site or acquire one or more existing retail facilitiesFranchise–Appropriate strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structuresChain Acquisition–A market entry strategy that entails purchasing a company with multiple existing outlets in a foreign countryJoint Venture–This strategy is advisable when culturally distant, difficult-to-enter markets are targeted 7.What special distribution challenges exist in Japan? What is the best way for anon-Japanese company to deal with these challenges?第十一章Global Marketing Communications Decisions:Advertising and Public Relations1.In what ways can global brands and global advertising campaigns benefit a company? P3482.How does the “standardized versus localized” debate apply to advertising?Four difficulties that compromise an organization’s communicat ion efforts–The message may not get through to the intended recipient.–The message may reach the target audience but may not be understood or may even be misunderstood.–The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender.–The effectiveness of the message can be impaired by noise.。

《国际市场营销学》第八章习题参考答案

1.解释下列概念：国际市场营销调研：国际市场营销调研是指企业运用科学的方法，有目的地、系统地搜集、记录一切与国际市场营销活动相关的信息，对所收集到的信息进行整理和分析，从而把握目标市场的变化规律，为国际市场上的营销决策提供可靠的依据。

文案调研：文案调研方式是指从各种文书档案中检索出有用的信息资料，再加以分析判断确定国际市场营销策略的一种以收集第二手资料为主的调研方式。

实地调研：实地调研是指市场调研信息资料直接来源于国际市场，从而取得第一手资料的调研方式。

问卷调查：问卷调查是将设计好的问卷寄给被调查者，请其回答后寄回以获取信息资料。

抽样调查：这是从调查对象的总体中按随机原则抽取一部分单位作为样本，对样本进行观测和调查，并以所观测和调查的样本指标推断或推算总体指标的一种非全面调查方法。

二手信息资料：第二手资料包括联合国、各国（地区）政府、贸易协会及其他组织公布的资料，企业内部记录和报告以及从各种渠道得到的间接资料。

第一手信息资料：是市场营销人员直接从顾客、中间商、推销员和竞争者等方面收集得来的第一手资料。

询问法：指采取询问方式向具有代表性的被调查者了解情况，从而获取原始信息资料的一种方法。

观察法：观察法：指由调研人员直接到现场，指由调研人员直接到现场，指由调研人员直接到现场，通过工具、机器或直观方法，通过工具、机器或直观方法，通过工具、机器或直观方法，观察被调查者观察被调查者的行动和表情，收集原始资料。

实验法：实验法：指在一定的小范围市场指在一定的小范围市场指在一定的小范围市场（样本空间）（样本空间）（样本空间）内，对某一购买行为进行实验性的内，对某一购买行为进行实验性的统计性观察，从而了解其因果关系的一种重要方法。

2.国际市场营销调研主要包括哪些内容？答：国际市场营销环境调研：国际自然环境；人口资源；国民收入；各国社会和文化；国际政治环境；国际经济环境。

国际市场的消费者调研：消费者调研；消费量调研。

国际市场营销学第八章

100 500美元 600美元 700美元
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8.1 国际市场(shìchǎng)产品策略
一、国际化的产品策略选择：
（二）国际化产品策略的驱动力因素 ➢共同的客户需求
➢全球化的客户
➢规模(guīmó)经济
➢上市的时间
➢区域国际市场(shìchǎng)产品策略
一、国际化的产品策略选择：
（三）国际化产品设计的策略 ➢模式化策略
➢自创产品属性排列法（改变属性）强行关系法（增加属性）
多角分析法（重组属性）聚会激励创新法（头脑激荡或风暴法）。 ➢寻找
顾客、中间商、广告(guǎnggào)代理人、营销人员设计人员、管理者、科研教学人员、技术发
明人专利持有人等。（4C－公司、客户、竞争者和合作者）
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8.1 国际(guójì)市场产品策略
第八章国际市场产品策略 (guójì)
第一节国际市场产品策略第二节国际市场品牌决策第三节国际市场服务(fúwù)营销
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本章在国际市场营销内容体系(tǐxì)中的位置
国际营销战略
企业目标与全球战略国际目标市场营销国际市场进入与竞争战略
1）全球战略

国际市场营销学-第八章

背景 + 流行时尚报刊杂志 + 精美欧式设施，力求给消费者带去更多的
“洋气”感觉。让喝咖啡变成一种生活体验,让喝咖啡的人自觉很时尚，
很文化。
与咖啡对应的是东方的茶叶，其历史和文化应比咖啡更长。东方人喝了几千年的茶，最初品味咖啡是苦涩的，但西方人不信中国人咽不下这口“苦水”，坚持营销，东方人总算从“苦水”里喝出了香味，并接受甚至是享受星巴克这样公司的休闲“生活方式”。
利益
User status 使用状况
Loyalty Status
忠诚度情况
市场营销人员在估计使用率时时常运用80/20法则（二八定律two eight law或帕累托法则Pareto’s Law),即80% 的公司总收秝或利润来自它20%的产品或顾客。
牙膏市场的利益细分
利益细分市场人口统计
行为
Strategy 2
Strategy 3
Global Target Market Strategies
Single Target Market Approach
如何国使市际场市场细分----原则
细分更为有效？
可分性
可量性
细分原则
可入性
可行性
可图性
Global Targeting
全球定位
After markets have been segmented, targeting aims at evaluating and comparing the indentified segments in order to select one or more as prospect(s) with the highest potential.
讲究享受者

国际营销渠道策略教案

国际营销渠道策略-教案章节一：国际营销渠道策略概述教学目标：1. 理解国际营销渠道的概念和重要性。

2. 掌握国际营销渠道的类型和作用。

3. 了解国际营销渠道策略的基本原则。

教学内容：1. 国际营销渠道的定义和作用。

2. 国际营销渠道的类型：直接渠道、间接渠道、混合渠道。

3. 国际营销渠道策略的原则：适应性、竞争性、合作性、稳定性。

教学活动：1. 引入讨论：国际营销渠道的重要性。

2. 讲授国际营销渠道的定义和作用。

3. 分析不同类型的国际营销渠道。

4. 讲解国际营销渠道策略的原则。

5. 案例分析：国际营销渠道策略的成功案例。

章节二：国际营销渠道选择与评估教学目标：1. 掌握国际营销渠道选择的影响因素。

2. 学会评估和优化国际营销渠道。

教学内容：1. 国际营销渠道选择的影响因素：市场需求、竞争环境、企业资源、文化差异。

2. 国际营销渠道评估的方法：效益评估、风险评估、适应性评估。

3. 国际营销渠道优化的策略：增加渠道效率、提高渠道性能、调整渠道结构。

教学活动：1. 讨论：国际营销渠道选择的影响因素。

2. 练习：国际营销渠道评估的方法。

3. 案例分析：国际营销渠道优化的成功案例。

章节三：国际营销渠道管理教学目标：1. 理解国际营销渠道管理的重要性。

2. 掌握国际营销渠道管理的基本原则。

3. 学会国际营销渠道冲突的解决方法。

教学内容：1. 国际营销渠道管理的重要性：确保渠道稳定性、提高渠道效率。

2. 国际营销渠道管理的基本原则：合作共赢、公平竞争、灵活调整。

3. 国际营销渠道冲突的解决方法：沟通协商、调整渠道政策、建立合作关系。

教学活动：1. 讨论：国际营销渠道管理的重要性。

2. 练习：国际营销渠道管理的基本原则。

3. 角色扮演：国际营销渠道冲突的解决。

章节四：国际营销渠道发展趋势教学目标：1. 了解国际营销渠道的发展趋势。

2. 掌握新兴的国际营销渠道形式。

教学内容：1. 国际营销渠道的发展趋势：多元化、个性化、数字化。

国际市场营销8

（3）差异化国际广告
国际广告在以下因素影响非常显著时，必须采取差异化广告： A、文化的差异性 B、产品的使用习惯、动机、用途差异 C、目标市场差异 D、各国政府特殊规定 E. 适应不同文化背景的消费需求； B. 针对性强。（5）差异化策略的不足对各国市场的广告宣传较难控制
安全象只弓，不拉它就松，要想保安全，常把弓弦绷。20.12.403:56:4003:56Dec-204-Dec-20
重于泰山，轻于鸿毛。03:56:4003:56:4003:56Friday, December 04, 2020
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1、采用母国的销售人员 2、采用当地销售人员 3、采用第三地销售人员
第四节国际销售推广策略一、销售推广及其特点
1、销售推广（Sales Promotion）企业在国际目标市场上，为了刺激需求、扩大销售而采取的能迅速产生激励作用的促销措施。
2、销售推广的特点
A. 特定时期的短期性促销工具 B. 一种辅助性促销方式 C. 使用过多可能会影响品牌形象
重规矩，严要求，少危险。2020年 12月 4日星期五3时 56分40秒 03:56:404 December 2020
好的事情马上就会到来，一切都是最好的安排。上午 3时56分 40秒上午3时 56分03:56:4020.12.4
每天都是美好的一天，新的一天开启。 20.12.420.12.403:5603:56:4003:56:40Dec-20
第二节国际广告策略

专业英语-第8章-国际市场营销

2.Red tape(繁琐手续）and other examples of _______________________ hinder a company’s entry into a market.
3.The country is attractive to exporters because it has enjoyed __________________for the last 50 years.
Fill up table of background of the case.
Discussion
b) retail outlet d) sales network
Reading comprehension and discussion:
Coffee culture comes to coffee-growers
CASE STUDY:Zumo-creating a global brand
Read the case
讲授法案例分析法小组讨论法多媒体教学目了解国际商务各环节的主要内容熟悉国际市场营销的英文概念掌握相关核心词汇
安阳师范学院商学院教案
第8章国际市场营销
第周
课题：
国际市场营销
教学方法：
讲授法、案例分析法、小组讨论法
教具：多媒体
教学目的：
了解国际商务各环节的主要内容，熟悉国际市场营销的英文概念，掌握相关核心词汇。
buying habits,
economic situation,
government bureaucracy,
income distribution,
monetary regulations,
political stability

国际市场营销(第八章讲稿PPT)

Types of intermediaries
• Company sales force, manufacturer’s agency, industrial distributors
Number of marketing intermediaries
• Intensive, selective, and exclusive distribution
• Marketing channel
Set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user
Manufacturer
Consumer
1-level channel
Manufacturer
Retailer Consumer
2-level channel
Mfg Wholesaler
Retailer Consumer
3-level channel
Mfg Wholesaler
Jobber Retailer Consumer
Consists of one or more independent channel members
Lack leadership and power Often result in poor performance
• Vertical Marketing Systems
Consists of members acting as a unified system

国际市场营销学第八版英文版

国际市场营销学第八版英文版International Marketing: 8th EditionAbstract:International marketing plays a crucial role in the global business landscape. It involves various activities and strategies aimed at expanding products and services into international markets. This article explores the key concepts, principles, and strategies of international marketing as discussed in the 8th edition of the book "International Marketing."Introduction:In today's interconnected world, businesses are increasingly looking towards international markets to expand their reach and increase profitability. International marketing involves the planning, implementation, and coordination of marketing activities across national boundaries to meet the diverse needs and preferences of global consumers. The 8th edition of "International Marketing" offers comprehensive insights into this dynamic field.1. Global Market Entry Strategies:International market entry strategies are vital for businesses aiming to establish a presence in foreign markets. This section explores several strategies, such as exporting, licensing, franchising, joint ventures, and direct investment. Each strategy has its benefits and challenges, and selecting the most suitable approach depends on factors like market characteristics, resources, and objectives.2. International Market Research and Analysis:Understanding the international marketplace is critical for successful market penetration. This segment emphasizes the significance of market research and analysis in international marketing. Topics covered include the identification of target markets, assessing market potential, consumer behavior analysis, and conducting competitive analysis. By utilizing these research techniques, companies can make informed decisions and tailor their marketing strategies accordingly.3. Global Product and Brand Management:Adapting products and brands to international markets is essential for success. This section covers the challenges faced in global product and brand management, including product development, standardization versus adaptation, and brand positioning strategies. With insights from the 8th edition, businesses can effectively manage their product and brand portfolios across diverse cultures and markets.4. International Pricing Strategies:Pricing is a critical element in international marketing as it directly influences market acceptance and profitability. This segment explores various pricing strategies, such as cost-based pricing, market-based pricing, and competitive-based pricing. The 8th edition highlights the importance of considering factors such as local market conditions, currency exchange rates, and cost structures when determining international pricing strategies.5. Global Distribution and Supply Chain Management:Efficient distribution and supply chain management are essential for delivering products and services to international customers. This section addresses topics such as channel selection, logistics management, and transportation strategies. The 8th edition provides insights into the complexities and challenges of managing global distribution networks.6. International Marketing Communications:Effectively communicating with consumers in diverse cultural contexts is crucial for international marketing success. This segment examines the intricacies of international marketing communications, including advertising, public relations, sales promotions, and personal selling. The 8th edition highlights the importance of cultural sensitivity, language adaptation, and media selection in international marketing communications.7. Ethical and Sustainable International Marketing:The 8th edition delves into the ethical and sustainable aspects of international marketing. It covers topics such as fair trade, social responsibility, and green marketing. In an era of increased environmental consciousness and social awareness, businesses must consider these factors when formulating their international marketing strategies.Conclusion:The 8th edition of "International Marketing" provides valuable insights into the intricacies and dynamics of global marketing. By understanding the concepts, principles, and strategies discussed in this book, businesses can navigate the complexities of international markets and achieve success in their global endeavors. International marketing continues to evolve, and theknowledge shared in this edition paves the way for businesses to excel in an increasingly interconnected world.。