国际市场营销学课后题作业答案演示教学
国际市场营销学课后习题答案
国际市场营销学课后习题答案第一章1、国际市场营销学：是一门研究以国外顾客需求为中心、从事国际市场营销活动的国际企业经营管理的科学。
2、国际市场营销学与市场营销学、国际贸易学的区别与联系是什么？答：国际市场营销学与市场营销学的关系与区别联系：①理论基础相同②经营理念相同③市场边界的扩大区别：①国际市场环境更加复杂②国际市场营销面对更多不确定因素③国际市场营销方案更多样化④国际市场营销的难度更大国际市场营销与国际贸易的联系与区别联系：①国际贸易是国际市场营销的先导。
②企业的国际市场营销是国际贸易的一部分。
区别：①经营主体不同②商品的流通形态不同③经营动力或行为动机不同④评价经济效益的信息来源不同⑤国际市场营销活动的作业流程比国际贸易更加复杂3、企业开展国际市场营销的动因是什么？答：⑴国市场竞争激烈，利润微薄促使企业走向国际市场⑵企业走向国际市场以延长其产品的生命周期⑶国际市场需求潜力大、机会多⑷对低成本的追求⑸对东道国丰富和廉价资源的吸引⑹本国政府的支持和鼓励⑺东道国市场环境和基础设施条件的吸引4、国际市场营销的发展过程是什么？答：⑴国营销阶段⑵出口营销阶段⑶国际市场营销阶段5、国际市场的研究容有哪些？答：研究对象：国际市场需求、国际市场营销活动、国际市场营销规律研究容：国际市场营销环境、国际市场的选择、国际市场的调研、国际市场营销规划与组织、国际市场营销信息系、国际市场营销策略、国际市场竞争战略。
第二章1、国际政治环境：是指东道国直接或间接影响和制约国际市场营销的各种政治因素的集合，其容主要涉及政府与政党体制、政府政策和政治风险。
2、国际法律环境：影响国际企业开展国际市场营销活动的法律主要有国法律国际法律和东道国法律构成了国际法律环境。
3、如何评估国际政治环境？答：⑴专家调查法⑵实地考察法⑶利用驻外专家调查法⑷利用国际咨询机构法⑸政治体制稳定指数（PSSI）法4、采取什么措施以防国际政治风险？答：⑴回避策略⑵保险策略⑶当地化策略⑷建立合资企业策略⑸树立良好的企业形象策略⑹积极参与东道国经济建设策略5、国际商务争端的解决途径有哪些？答：（1）协商：是指在发生商务争端之后，各方当事人约定在自愿互谅互让、相互妥协的基础上，依据相关法律和合同条款的规定，达成各方都能接受的解决方案。
(完整版)《国际市场营销(第二版)》章后习题参考答案与提示
附录1章后习题参考答案与提示第1章□知识题1.1 阅读理解1）国际市场营销（International Marketing，简称国际营销，也有的称国际行销）指的是企业在跨越国境的基础上计划和实施交易，以实现满足个人和组织需要的交换的过程。
这里其主要特点是跨越国境的交易。
与国内营销的主要区别是：①国际营销比国内营销面临更多不可控因素；②国际营销比国内营销面临着更复杂的需求；③国际营销比国内营销更需要统一的协调和控制；④国际营销的目标市场在国外，它的产品（或服务）应该满足国外客户的需要。
2）开展国际市场营销，主要是为了让企业的决策者在综合考虑分析国内外市场营销环境的基础上，捕捉营销机会，避免风险，制定进入国际市场的营销战略、策略，以实现企业的基本目标。
因此，企业开展国际营销的目的是：①拓展企业的市场基础，扩大企业的经营业务；②获得国际市场的经验和资源，参与全球竞争；③获得全球基础上的竞争优势，加强企业的核心竞争能力；④分散化经营，规避经营风险。
3）这些环境因素包括三个方面。
①营销可控因素。
产品、渠道、价格和促销就是营销的可控因素，企业要达到自己的经营目标，必须以目标市场消费者的需求为中心，制定一个适应企业外部环境的营销方案。
企业对外部环境认识得愈深刻，适应得愈好，效益就愈佳。
②国内不可控因素，包括政治力量、经济形势和竞争环境等。
这些因素往往对企业在国际市场上的营销活动产生直接或间接的影响。
有时政府一项政治决定会给企业带来巨大的营销机会；而另一项决定也可能使原来谈妥的生意告吹。
国内经济形势的好坏，也会影响企业海外投资办厂的能力，以及在国际市场购买的多寡。
竞争环境往往构成企业实现营销目标的直接威胁。
③国外不可控因素，包括政治力量、经济形势、社会文化环境、科技条件、竞争因素、地理环境、分销结构等，这些都是无法控制而且更为复杂的环境，但它们又是企业进入国际市场制订营销规划的基础和依据。
4）国际市场营销的主要任务包括：适应环境差距，包括文化差距、行政差距、地理差距和经济差距；进行跨国的组织协调；确定和管理组织的全球化决策，包括战略的全球化决策、企业组织的全球化决策、产品全球化决策及全球品牌决策等。
国际市场营销学课后题作业答案
国际市场营销学作业第一章1、什么是市场营销？市场营销的基本要素是什么？市场营销有哪些主要职能？答：市场营销是个人和集体通过创造，提供出售，并同别人自由交换产品和价值，以获得其所需所欲之物的一种社会和管理过程。
市场营销的基本要素：产品、品牌、价格、渠道、推广、促销。
市场营销的主要职能：（1）采购与销售（2）分销与存货（3）质量与数量（4）促销与信息（5）财务与风险2、目前有哪些市场营销组合理论？各有哪些优势和不足？答：（1）4P理论：产品Product、价格Price、渠道Place、促销Promotion（2）7P理论：4p理论+人（People ）、过程（Process）、物质环境（Physical Environment）。
（3）11P理论：4p+政府权力(Power)、公共关系(PublicRelations) 、调研(Probe)即探索、区隔(Partition)即市场细分的过程、优先(Priorition)即选出我的目标市场；、定位(Position) 、员工(People)第二章1、国际市场营销的政治环境包括哪些？答：（1）国际政治局势（2）国家间关系（3）民族主义4、造成政府不稳定的常见因素有哪些？答：政治制度、政治稳定性、政策连续性、行政干预、行政效率。
第三章1、什么是经济环境？答：经济环境是指构成企业生存和发展的社会经济状况和国家经济政策，是影响消费者购买能力和支出模式的因素，它包括收入的变化，消费者支出模式的变化等5、请举例说明地区性经济组织在国际市场营销中的积极意义。
答：举例：中美洲一体化体系，成立于１９９１年１２月在洪都拉斯召开的第十一次中美洲国家首脑会议上签署的“特古西加尔巴声明”建立的。
总部：萨尔瓦多首都圣萨尔瓦多。
成员国：萨尔瓦多、洪都拉斯、尼加拉瓜、危地马拉、哥斯达黎加、巴拿马和伯里兹，共7个职能：协调和推进一体化进程，促进中美洲，地区的和平、民主与发展。
地区性经济组织的积极意义：是全球经济一体化的重要表现，也为全球经济一体化的进一步发展以及全球经济的整合奠定了坚实的基础，为平衡某一地区的经济发展水平，缩小国家、地区间的贫富差距做出了巨大贡献。
《国际市场营销学》第七章习题参考答案
《国际市场营销学》第七章习题参考答案1. 解释下列概念：国际市场营销信息系统：国际市场营销信息系统是由人、设备和程序所构成的持续与相互作用的系统，其任务在于搜集、区分、分析、评估与分配（传递）那些合适、及时与准确的国际市场信息，以供国际营销决策者用来改善市场营销计划、执行与控制的工作。
国际市场营销调研系统：国际市场营销系统的子系统，这个系统对某些特殊问题进行研究。
通过特定的渠道和方式开展消费者动机和购买行为调查、产品偏好测验、销售测验、市场占有率分析、市场发展趋势分析、广告效果研究、市场潜力测量、竞争产品分析、新产品试销研究等。
国际营销情报系统：国际市场营销信息系统的子系统，该系统是整个信息系统的核心，其信息主要包括国际市场营销环境、国际市场产品、价格、分销、促销和竞争信息等。
国际市场营销分析系统：国际市场营销系统的子系统，它主要根据研究内容建立各种数据库和市场营销分析模型，通过这些方法和模型来说明、分析、预测及解决市场营销问题。
企业内部报告与管理系统：国际市场营销信息系统的子系统，这个系统是最基本的信息系统，它反映企业内部的经济状况，主要信息内容包括国际市场客户订货、发货、销售量、市场占有率、库存水平、承包、现金流量、固定资产、流动资产、应收贷款、应付贷款、利润水平和税收等。
2. 试说明国际市场营销信息的主要内容。
答：国际市场环境信息；国际市场产品信息；国际市场价格信息；国际市场销售渠道信息；国际市场促销信息；国际市场竞争信息；3. 国际市场信息的主要来源有哪些？如何进行国际市场营销信息的开发和利用？答：国际市场直接信息的来源：企业派技术人员、信息人员或推销人员等，到一定的国际市场进行实地考察、搜集市场信息；委托本国驻外经济贸易机构进行调查，获取信息；委托本国出国人员（特别是经济、技术访问团）对有关国际市场进行专门调查或附带调查；企业在世界各地的销售网点，不断从市场上反馈得到的信息资料；委托市场所在国的代理商、零售商、进口商、批发商或其他的中间商，帮助搜集有关的市场信息；网络信息。
国际市场营销课后答案internationalmarketingplanessayque
国际市场营销课后答案internationalmarketingplanessayqueinternational marketing planDeveloping a Global Vision through Marketing ResearchEssay Questions100. (p. 216) Give the traditional definition for marketing research.Marketing research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.101. (p. 216) Discuss the differences between traditional marketing research and international marketing research. Although the research processes and methods are basically the same in traditional marketing research and international marketing research, international marketing research involves two additional plications. First, information must be municated across cultural boundaries. Second, the environments within which the research tools are applied are often different in foreign markets.102. (p. 217) International marketers often collect forms of information not normally collected by domestic marketing researchers. Unisys Corporation gives some guidance as to what forms of information need to be collected in theinternational environment. List and briefly discuss each of the five types of information suggested by the UnisysCorporation model.103. (p. 218 and major section titles for the six) List and briefly characterize the six steps in the research process.The steps are: (a) define the research problem and establish research objectives, (b) determine the sources of information to fulfill the research objectives, (c) consider the costs and benefits of the research effort, (d) gather the relevant data from secondary or primary sources, or both, (e) analyze, interpret, and summarize the results, and (f) effectively municate the results to decision makers. Summaries of the steps can be found in the major sections describing each of the six steps.104. (p. 220-223) There are four major problems with using secondary data in international marketing research. What are these four major problems? Briefly, characterize each problem.The four major problems are: (a) availability of data, (b)reliability of data, (c) parability of data, and (d) validating secondary data. For a brief summary see each of the section titles of the four problem areas.105. (p. 223) As a practical matter, the international marketing researcher should ask four questions to effectively judge the reliability (validating secondary data) of secondary data sources. List those four questions.The four questions are: (a) Who collected the data? Would there be any reason for purposely misrepresenting the facts? (b) For what purposes were the data collected? (c) How were the data collected? (methodology) (d) Are the data internally consistent and logical in light of known data sources or market factors?106. (p. 223-225) Demonstrate the difference between quantitative and qualitative research.In quantitative research, usually a large number of respondents are asked to reply either verbally or in writing to structured questions using a specific response format or to select a response from a set of choices. Questions are designed to obtain specific responses regarding aspects of the respondents' behavior, intentions, attitudes, motives, and demographic international marketing plancharacteristics. In qualitative research, if questions are asked they are almost always open-ended or in-depth, and unstructured responses that reflect the person's thoughts and feelings on the subject are sought.107. (p. 229) Discuss the differences between back translation and parallel translation in international marketing research. In back translation the questionnaire is translated from one language to another, and then a second party translates it back into the original. This process pinpoints misinterpretations and misunderstandings before they reach the public. Back translations may not always ensure an accurate translation because of monly used idioms in both languages. Parallel translation is used to e this problem. In this process, more than two translators are used for the back translation; the results are pared, differences discussed, and the most appropriate translation selected.108. (p. 232) It has been suggested that there are at least seven different uses for the Internet in international research.Assume that you are a marketing director for Ty Beanie Babies and are interested in expanding your pany's phenomenal growth into Asia. What are the seven uses suggested in the textand which of the seven would you propose to use to plish your objective?The seven uses are (a) online surveys and buyer panels, (b) online focus groups, (c) Web visitor tracking, (d) advertising measurement, (e) customer identification systems, (f) e-mail marketing lists, and (g) embedded research. The students could make a case for any or all of the above, therefore, the intent of the question is to get the students to first list and then creatively think about options. Discussion of the seven uses may be found on page 232. If the instructor would like to place additional suggestions or parameters on the question, be sure to do so before assigning the question to students.109. (p. 239, Exhibit 8.3) The text suggests four kinds of pany-agency-customer relationships for managing the cultural barrier in international marketing research. Describe or characterize each of these kinds of relationships and designate which one(s) are better suited for managing the cultural barrier across the chain of munication.The four options are: Option A (pany--agency--customers); Option B (pany--agency--local agency--customers); Option C (pany--subsidiary--agency--customers); and, Option D (pany--foreign agency--customers). The text suggests that Options B and C are best for managing the cultural barrier.Global Marketing Management: Planning and Organization Essay Questions101. (p. 310-312) Briefly, explain the benefits of global marketing.When large market segments can be identified, economies of scale in production and marketing can be important petitive advantages of global panies. Other benefits include: (a) a transfer of experience and know-how across countries through improved coordination and integration of marketing activities, (b) ensures access to the toughest customers, and (c) diversity of markets served carries with it additional financial benefits.102. (p. 311-313) Demonstrate the differences among corporate, strategic, and tactical planning.Corporate planning is essentially long term, incorporating generalized goals for the enterprise as a whole. Strategic planning is conducted at the highest levels of management and deals with products, capital, and research, and long- and short-term goals of the pany. Tactical planning pertains to specific actions and tothe allocation of resources used to implement strategic planning goals in specific markets. Tactical plans are made at the local level and address marketing and advertising questions.international marketing plan103. (p. 315, Exhibit 11.1) List and briefly characterize the four phases of the international planning process.The four phases are: (a) Phase 1--Preliminary analysis and screening (matching pany/country needs); (b) Phase 2--Adapting the marketing mix to target markets; (c) Phase 3--Developing the marketing plan; and, (d) Phase 4--Implementation and control.104. (p. 319, Exhibit 11.2) A pany has four different modes of foreign market entry from which to select. List and briefly characterize each of these modes.The modes are exporting, contractual agreements, strategic alliances, and direct foreign investment. Brief characterizations may be found on page 319 in Exhibit 11.2. More detailed descriptions of each mode may be found in the associated sections found on pages 318-330.105. (p. 32-322) Describe the two basic contractual agreements that most panies follow in their attempt to enter aforeign market.Contractual agreements generally involve the transfer of technology, processes, trademarks, or human skills. The two basic forms of contractual agreements are licensing and franchising. Licensing is associated with patent rights, trademark rights, and the rights to use technological processes in foreign markets. It is a favorite strategy for small and medium-sized panies. Franchising involves offering a standard package of products, systems, and management services.106. (p. 323-324) What is a strategic international alliance (SIA)?A SIA is a business relationship established by two or more panies to cooperate out of mutual need and to share risk in achieving a mon objective. SIAs are sought as a way to shore up weaknesses and increase petitive strengths.107. (p. 325-328) Explain the differences between a joint venture and consortia.A joint venture is differentiated from other types of strategic alliances or collaborative relationships in that a joint venture is a partnership of two or more participating panies that join forces to create a separate legal entity. Consortia are similar to jointventures but have two distinguishing characteristics: (a) they typically involve a large number of participants and (b) they frequently operate in a country or market in which none of the participants is currently active.108. (p. 328-329) You have just been hired as a consultant by Apple Computer to advise them on how to enter the South African market. You have decided that direct foreign investment would be the best mode for Apple to follow at this point in time. Write a one-paragraph memo that outlines the benefits of direct foreign investment in a country.Companies that manufacture locally can capitalize on low-cost labor, avoid high import taxes, reduce the high cost of transportation to market, gain access to raw materials, and gain advantages by being perceived as making an investment in the market (as a way to gain entry).109. (p. 331, Exhibit 11.4) With respect to organizational structures used in international marketing, panies are usually structured around one of three alternatives. Assuming that you were a consultant for ATT who desired to create an organization that was able to merge your organization's expertise and skills with that of Sony's cell phone division so that your new jointventure could enter the Scandinavian market, which of the organizational structure alternatives would make most sense? Comment on why the structure might be a good one to use.international marketing planThe three structures are product, geographic, and a matrix approach. Students could select any of the three options, however, the text suggests that the matrix form is preferable in today's market place. A matrix structure permits management to respond to the conflicts that arise between functional activity, product, and geography. Since the new venture will be a joint venture, the matrix structure might allow both of the panies to bring separate expertise to the table. Since a matrixstructure encourages sharing of experience, resources, expertise, technology, and information, it seem to be a natural in this situation.Products and Services for ConsumersEssay Questions107. (p. 337) Discuss the two dimensions of quality.The two dimensions of quality are market-perceived quality and performance quality. Simply, one dimension deals with how consumers believe the pany, product, or service matches toexpectations of quality. The other dimension, which can be measured, deals with how the product, pany, or service actually performs.108. (p. 339) Describe the process called product homologation.Product homologation is used to describe the changes mandated by local product and service standards. A product may have to change in a number of ways to meet the physical or mandatory requirements of a new market.109. (p. 344-347) Everett Rogers notes that four crucial elements impact the diffusion of new ideas. What are those elements?The elements are (a) an innovation, (b) which is municated through certain channels, (c) over time, and (d) among the members of a social system.110. (p. 350, Exhibit 12.1) Draw and correctly label the product ponent model shown in the text.The model is shown on page 350 (see Exhibit 12.1). Students should include the core, packaging, and support services ponents and the sub-parts of each for full credit.111. (p. 353-355) Consumer services are distinguished byfour unique characteristics. List and characterize each of these four unique characteristics.The characteristics are (a) intangibility--services cannot be touched, (b) inseparability--the service cannot be separated from its consumption, (c) heterogeneous--it is individually produced and is thus virtually unique, and (d) perishability--once created it cannot be stored but must be consumed simultaneously with its creation.112. (p. 356-358) Consumer services face four kinds of barriers as these services are presented to the global market. What are these barriers?The barriers are (a) protectionism, (b) controls on transborder data flows, (c) protection of intellectual property, and (d) cultural requirements for adaptation.113. (p. 358-359, Exhibit 12.2) A successful brand is the most valuable resource a pany has. Comment on why this is true and create an example to illustrate.international marketing planUsing the material on pages 358-359 and including Exhibit 12.2, students should be able to make a case for the value of a brand. To summarize, the brand name passes the years ofadvertising, good will, quality evaluation, productexperience, and other beneficial attributes the market associates with the product. Students may use whatever example they wish, however, it still needs to be appropriate to the material above.114. (p. 363-364) Assuming that you were a new marketing manager for Nike and that your first task was to launch a renewed effort to gain market share in Europe, an Adidas stronghold. Describe the impact that the country-of-origin effect might have on your chances of success.The country-of-origin effect can be defined as any influence that the country of manufacture, assembly, or design has on a consumer's positive or negative perception of a product. Students could discuss stereotypes in the example, mention the difficulties that the U.S. has had with France, the general opinion of American-made products, Nike's publicity as asweatshop broker, or how a home-based rival such as Adidas might react to Nike. If you, as an instructor, would like to set additional parameters for this question, please do so before the exam.International Marketing ChannelsEssay Questions101. (p. 396) Characterize a distribution process.A distribution process includes the physical handling and distribution of goods, the passage of ownership (title), and the buying and selling negotiations between producers and middlemen and between middlemen and customers.102. (p. 397) The Japanese distribution system has four distinguishing characteristics. What are these characteristics? The characteristics are (a) a structure dominated by many small middlemen dealing with many small retailers, (b) channel control by manufacturers, (c) a business philosophy shaped by a unique culture, and (d) laws that protect the foundation of the system--the small retailer.103. (p. 399) How does a manufacturer attempt to control the distribution channel?The manufacturer attempts to control the distribution channel through (a) inventory financing, (b) cumulative rebates, (c) merchandise returns, and (d) promotional support.104. (p. 404) Discuss the impact of the trend from traditional to modern channel structures.The impact of these trends will change traditionaldistribution and marketing systems. While retailing revolution remains in flux, new retailing and middle-men systems will be invented, and established panies will experiment, seeking ways to maintain their petitive edge. Moreover, it is ing more dangerous to think of petitors in terms of individual panies―in international business generally, and distribution systems particularly, a networks perspective is increasingly required. That is, firms must be understood in the context of the mercial networks of which they are a part. These changes will resonate throughout the distribution chain before new concepts are established and the system stabilizes.105. (p. 408) Characterize the difference(s) between agent middlemen and merchant middlemen.The primary difference is that agent middlemen do not take title to the goods they process and the merchant middleman does. Additionally, the merchant middleman normally performs more work tasks that are often general in nature whereas the agent middleman may be more of a specialist.international marketing plan106. (p. 412) Steve Smith has been assigned the task of choosing a foreign market channel that would be mostappropriate for his pany. Assuming that his pany was an automobile pany and he wished to enter the Spanish market, list the four points that were identified in the text as starting places for making the channel selection decision. Be specific with your wording of the points.The points are: (a) identify specific target markets within and across countries; (b) specify marketing goals in terms of volume, market share, and profit margin requirements, (c) specify financial and personnel mitments to the development of international distribution, and (d) identify control, length of channels, terms of sale, and channel ownership.107. (p. 419-421) Channel strategy is thought to have six specific strategic goals. If you were to list these goals for a strategic planner, what would be the six specific goals that the planner should consider?The six Cs of channel strategy are: (a) cost, (b) capital, (c) control, (d) coverage, (e) character, and (f) continuity.108. (p. 396-424) Name and briefly define/describe the five basic points involved in making channel decisions.1. channel decisions - producer's choice of a distribution structure through which goods pass from producer to user. Everycountry market has a distribution structure through which goods pass form producer to user. This structure may have a variety of possible middlmen.2. distribution patterns - the variety of possible distribution paths and distribution channel length through which a product may pass from producer to customer.3. available alternative middlemen - the external middlemen from which specific intermediaries are selected. The middlemen e the means of building and developing the channels for international distribution.4. factors affecting choice of channels - identifying target markets, specifying marketing goals, specifying financial and personnel needs, and identifying control, length of channels, terms of sales, and channel ownership.5. locating, selecting, motivating, terminating, and controlling middlemen - the process of building international distribution requires as a first step locationg prospective middlemen. Selection involves determining which ones can performsatisfactorily. Motivating middlemen may involve financial rewards, psychological rewards, munications, pany support, andcorporate report. Termination is the dismissal of middlemen that have not performed up to standard. Controlling middlemen involves control of the distribution network and includes middlemen meeting standards of performance to insure that product is flowing through desired middlemen.Integrated Marketing Communications and International AdvertisingEssay Questions100. (p. 464) Describe the ponents of integrated marketing munications (IMC).IMC are posed of advertising, sales promotions, trade shows, personal selling, direct selling, and public relations.101. (p. 464) What are sales promotions?Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middleman effectiveness and cooperation.102. (p. 465) Describe the role of public relations.Creating good relationships with the popular press and other media to help panies municate messages to their publics--customers, the general public, and government regulators--is the role of public relations.international marketing plan103. (p. 470-471) List the seven steps in creating an international advertising campaign.The steps are: (a) perform marketing research, (b) specify the goals of the munication, (c) develop the most effective message(s) for the market segments selected, (d) select effective media, (e) pose and secure a budget, (f) execute the campaign, and (g) evaluate the campaign relative to the goals specified.104. (p. 476) List and describe the steps (stages) in the international munication process.The steps are (a) an information source, (b) encoding, (c) a message channel, (d) decoding, (e) receiver, (f) feedback, and (g) noise. See page 479 for details on each stage.105. (p. 486-493)advertising: newspapers, magazines, radio, television, or direct mail.See pages 486-493 for summaries of each of the mass media forms mentioned. If you wish to give additional instructions for answering this question or set question limits, please do so before assigning the question.106. (p. 470-471) Assume that you are the munications manager for a pany that is seeking to begin amunications process with buyers in a foreign market. Take the steps in the international munications process, list them, and indicate which of the steps will probably present the greatest challenge with respect to munication.The steps are: (a) perform marketing research, (b) specify the goals of the munication, (c) develop the most effective message(s) for the market segments selected, (d) select effective media, (e) pose and secure a budget, (f) execute the campaign, and (g) evaluate the campaign relative to the goals specified. Students should build a case for what they perceive to be the most challenging step. See pages 473 for additional aid.107. (p. 491) Belinda is considering Internet advertising to support her pany's international marketing campaign. She knows the Internet has some limitations as an advertising vehicle. What are the current limitations associated with Internet advertising?In many markets the Internet is limited in its penetration of households. Also, there is petition among Internet marketers for Web surfers.Pricing for International MarketsEssay Questions100. (p. 529) Explain the process called parallel importing.Parallel importing occurs when importers buy products from distributors in one country and sell them in another to distributors who are not part of the manufacturer's regular distribution system. For more information and illustrations see page 531, Exhibit 18.1.101. (p. 532) What is the difference between variable-cost pricing and full-cost pricing.In variable-cost pricing, the firm is concerned only with the marginal or incremental cost of producing goods to be sold in overseas markets. In full-cost pricing, the philosophy insists that no unit of a similar product is different from any other unit in terms of cost and that each unit must bear its full share of the total fixed and variable cost.international marketing plan102. (p. 544) There are two distinct views of what constitutes dumping. Explain each of these views.One approach classifies international shipments as dumped if the products are sold below their cost of production. The other approach characterizes dumping as selling goods in a foreign market below the price of the same goods in the home market.103. (p. 545-549) List and briefly characterize the four formsof countertrade.The four forms are (a) barter--the direct exchange of goods between two parties in a transaction, (b) pensation deal--involves payments in goods and cash, (c) counterpurchase--the seller agrees to sell a product at a set price to a buyer and receives payment in cash; however, a second contract stipulates that the original seller will in turn purchase a like amount of goods from the buyer (or a similar arrangement), and (d) product buy-back agreement--the seller may agree to accept partial payment in manufactured goods from the buyer or the seller can accept full payment in manufactured goods. For additional information and examples see pages 545-549.104. (p. 549) What are the benefits of transfer pricing?The benefits are (a) lowering duty costs by shipping goods into high-tariff countries at minimal transfer prices so that duty base and duty are low, (b) reducing e taxes in high-tax countries by overpricing goods transferred to units in such countries, and (c) facilitating dividend repatriation when dividend repatriation is curtailed by government policy.105. (p. 542) A reasonable price for goods in the home market may more than double in the foreign market. How doeschannel length and transportation costs contribute to the price increase?Channel length is determined by the number of middlemen. Middlemen may increase the price of goods to covertransportation costs and to increase their margins; there is little opportunity for a manufacturer to control retail prices in a foreign country. In addition, transportation costs also contribute to the increase in product costs. Transportation costs include insurance, packing, handling, and shipping charges. Such costs are added to the price of goods to determine the landed cost which es the basis of import tariffs. These costs add to the inflation of the final price of goods.106. (p. 551-553) Discuss the meaning of and nature of cartels. Are these groups beneficial or not? Create an example to illustrate your stance.A cartel exists when various panies producing similar products or services work together to control markets for the types of goods and services they produce. The cartel association may use formal agreements to set prices, establish levels of production and sales for the participating panies, allocate territories, and even redistribute profits. The economic role ofcartels is debatable, but their proponents argue that they eliminate cutthroat petition and rationalize business, permitting greater technical progress and lower prices to consumers. Many do not agree with this view. See the text on pages 551-553 for additional information and examples.。
《国际市场营销学》第六章习题参考答案
《国际市场营销学》第六章习题参考答案1.解释下列概念：物质自然环境：物质自然环境是国际营销环境的重要因素, 它主要包括自然条件与基础设施。
自然条件：自然环境主要包括地形、气候、土地面积及自然资源等。
基础设施：基础设施主要包括交通运输设施、通讯设备和仓库等，还包括有关商业的基础设施。
环保运动或环境保护主义：环保运动或环境保护主义是指由对保护及改善人类赖以生存的环境十分关注的公民和政府所倡导的一种有组织的运动。
可持续发展战略：可持续发展战略是指社会经济发展必须同自然环境及社会环境相联系，使经济建设与资源环境相协调，使人口增长与社会生产力发展相适应，以保证实现社会良性循环的发展。
绿色消费：消费者从关心和维护个人生命安全、身体健康、生态环境、人类社会和永续发展出发，试图以自己强烈的环境意识对市场形成一股巨大的环保压力。
以此引导企业生产和制造符合环境标准的产品，促进环境保护，以实现人类与环境和谐演进的目标。
绿色产品：所谓绿色产品，指对社会或环境的改善有贡献的产品，或减少其对社会和环境所造成的损害，或指对环境及社会生活品质的改善优于竞争者所提供的产品。
绿色营销：绿色营销是指企业以保护环境观念作为其经营哲学思想，以绿色文化为其价值观念，以消费者的绿色消费为中心和出发点，通过制定及实施绿色营销策略，满足消费者的消费需求，实现企业的经营目标。
2.何谓物质自然环境？它对该国社会的政治、经济及国际营销发生什么样的影响？答：物质自然环境是国际营销环境的重要因素, 它主要包括自然条件与基础设施。
自然环境影响国家的经济与社会发展：地理条件影响一个国家的交通运输与贸易的发展；地理条件影响一个国家社会的发展；自然资源的差异将影响世界经济发展与贸易发展的格局。
自然环境对国际营销的影响：影响产品的适应性；影响分销体系的设立及分销渠道的选择；自然条件影响企业的经营成本。
基础设施从以下几个方面影响国际营销：交通运输、通讯设备、商业基础设施。
(完整版)《国际市场营销学》课后习题答案
1.企业走向国际市场的主要动因是什么？我国企业走向国际市场的动因有哪些特殊性？国内市场需求饱和及市场竞争激烈；国际市场的吸引力；政府鼓励与支持企业出口政策；科学技术发展为企业跨国经营提供物质前提；我国动因：国内市场竞争激烈；国外产品通过各种渠道大量涌入国内市场，使国内市场呈现出饱和状态，企业为实现产品的竞争日益激烈；获取国外先进科学技术及先进的管理技术；利用俩种资源与俩个市场获取国外低成本的生产资源及引进外资；2.什么是国际市场营销？国际营销同国内营销有何联系和区别？国际市场营销是指在一国以上把企业生产的商品或劳务引导到消费者或用户中去的经营活动；一)国际营销与国内营销的联系1．基础的共同性国际营销与国内营销都以经济学的基本原理作为理论基础。
现代管理学、统计学、数学、会计学、社会学、心理学等诸多学科的内容，既可以指导国内营销活动，又广泛运用于国际营销之中。
2．观念的一致性在当代经济活动中，国际营销观念与国内营销观念本质上是一致的，都以“市场观念”作为指导原则，以满足消费者和用户的需求为中心。
所谓满足需求，一是指满足消费者和用户对商品或服务在使用价值上的需求；二是指满足消费者和用户的心理需求。
由于观念的一致性，企业的国内外营销活动也具有一致性，即企业在国内外营销活动中都必须做到：（1）企业生产、销售产品与服务都要有自己的目标市场，即要有特定的用户作为自己的买主；（2）企业提供的产品和服务，不仅在物质功能上而且在价值观念上，都要满足目标市场的需求；（3）企业销售产品与服务在时间、地点、方式、价格等方面，都必须便于顾客购买；（4）及时为顾客提供信息和满意的售后服务，以满足现实顾客和潜在顾客对商品和服务的多种需要。
3．经营的延伸性在经营上，国际营销与国内营销往往存在一定的联系。
就其经营发生的过程来看，国际营销是国内营销的延伸。
粗略说来，企业先从事国内营销，再逐渐发展到国际营销。
也就是说，企业发展国际营销，一般都有一个渐进的过程。
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》课后习题答案
1、企业走向国际市场得主要动因就是什么？我国企业走向国际市场得动因有哪些特殊性？国内市场需求饱与及市场竞争激烈；国际市场得吸引力;政府鼓励与支持企业出口政策;科学技术发展为企业跨国经营提供物质前提；我国动因：国内市场竞争激烈;国外产品通过各种渠道大量涌入国内市场，使国内市场呈现出饱与状态，企业为实现产品得竞争日益激烈；获取国外先进科学技术及先进得管理技术；利用俩种资源与俩个市场获取国外低成本得生产资源及引进外资;2、什么就是国际市场营销？国际营销同国内营销有何联系与区别？国际市场营销就是指在一国以上把企业生产得商品或劳务引导到消费者或用户中去得经营活动;一)国际营销与国内营销得联系1．基础得共同性国际营销与国内营销都以经济学得基本原理作为理论基础。
现代管理学、统计学、数学、会计学、社会学、心理学等诸多学科得内容，既可以指导国内营销活动,又广泛运用于国际营销之中。
2．观念得一致性在当代经济活动中，国际营销观念与国内营销观念本质上就是一致得,都以“市场观念"作为指导原则，以满足消费者与用户得需求为中心。
所谓满足需求，一就是指满足消费者与用户对商品或服务在使用价值上得需求；二就是指满足消费者与用户得心理需求。
由于观念得一致性，企业得国内外营销活动也具有一致性,即企业在国内外营销活动中都必须做到：（1)企业生产、销售产品与服务都要有自己得目标市场,即要有特定得用户作为自己得买主;（２)企业提供得产品与服务,不仅在物质功能上而且在价值观念上，都要满足目标市场得需求；(３)企业销售产品与服务在时间、地点、方式、价格等方面,都必须便于顾客购买；(4）及时为顾客提供信息与满意得售后服务,以满足现实顾客与潜在顾客对商品与服务得多种需要。
3。
经营得延伸性在经营上，国际营销与国内营销往往存在一定得联系.就其经营发生得过程来瞧，国际营销就是国内营销得延伸。
粗略说来,企业先从事国内营销,再逐渐发展到国际营销。
也就就是说，企业发展国际营销,一般都有一个渐进得过程。
《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。
国际市场营销课后习题答案.
《国际市场营销理论与实务》（第2版）习题答案仅供参考第一章国际市场营销概述一、单项选择题C C B C B二、多项选择题1.ABDE2.ABCD3.ACDE三、简答题1.简述国际营销和国际贸易的异同（1）相同点。
国际市场营销与国际贸易都是以获得利润收入为目的而进行的跨越国境的经济活动。
（2）不同点。
①所依据的理论点不同；②商品(劳务)交换的行为主体不同；③强调重点不同；④商品(劳务)转移的形态不同；⑤国际市场营销涉及企业整体发展战略问题；⑥评价绩效的信息来源不同。
2.简述企业走向国际市场的主要动因（1）国际营销的竞争动因①避开竞争锋芒。
②追逐竞争对手。
③锻炼竞争能力。
④延长产品生命周期，发挥竞争优势。
（2）国际营销的资源动因①开发自然资源。
②利用劳动力资源。
③获取技术资源。
④赢取信息资源。
（3）国际营销的利润动因①通过规模效应，获得更大利润。
②利用资源优势，获得更大利润。
③利用优惠政策，获得更大利润。
同时，一些国家为了吸引外商投资，在税收等方面采取一系列优惠政策。
国际企业也可以通过东道国政府的优惠政策获得更大的收益。
3.试区别国营销、出口营销、国际营销、多国营销、全球营销（1）国营销。
国营销是指国市场为企业唯一的经营围，企业经营的目光、焦点、导向及经营活动集中于国消费者、国供应商、国竞争者。
其公司在国从事营销活动可能是有意识的、自觉的战略选择，活着是无意识的、不自觉的想躲避国外竞争者的挑战，有时甚至由于对外界环境的无知而造成“出口恐惧症”，对出口销售持消极态度。
（2）出口营销。
出口营销时期一般指20世纪第二次世界大战后至60年代。
但是，此阶段仍以出口产品为主组织国际市场营销活动，对国际市场调研、产品开发的自觉性还不够。
这是企业进入国际市场的第一阶段。
其目标市场是国外市场，企业在国生产产品到国外销售，满足国外市场需求。
在这一阶段产品与经验成为发展出口营销的关键。
同时，国际营销者还要研究国际目标市场，使产品适应每个国家的特殊要求。
《国际市场营销》课后习题参考答案
《国际市场营销》课后习题参考答案学习情境一走进国际市场营销一、简述题１．试区分国内市场营销、国际贸易与国际市场营销。
答：（1）国际市场营销与国际贸易的主要区别是：角度不同，范围不同，流向不同，对象不同。
（2）国际市场营销与国内市场营销相比，除了跨国性、异国性、多国性以外，更有复杂性、风险性、激烈性的特征。
２．试讨论国际市场营销学发展的不同阶段。
答：企业国际市场营销的发展同世界经济一体化及本国市场经济的发展是紧密相连的，其发展演变经历了一个过程，即国内市场营销→出口营销→国际市场营销→多国营销→全球营销。
从现实看，众多国家的企业仍处于国际市场营销阶段，少数发达国家的跨国公司已进入全球营销阶段。
３．试述几种国际市场营销观念的区别。
答：在西方国家企业的营销活动中，先后出现了五种营销观念，即生产观念、产品观念、推销观念、市场营销观念和社会市场营销观念。
在市场国际化、全球化、竞争激烈化的发展形势下，国际市场营销新观念也应运而生。
（1）生产观念：生产观念是以产品生产为中心的观念。
（2）产品观念：产品观念也是以产品生产为中心，但它认为：消费者并不是仅关注买得到和买得起的产品，更欢迎那些质量高、性能好、有特色、价格合理的产品。
（3）销售观念。
销售观念是一种以产品销售为中心的观念。
它认为：只要企业努力做好产品推销，消费者就会购买。
（4）市场营销观念。
市场营销观念是一种以消费者的需求为中心的经营思想。
它认为企业的一切活动都应以消费者中心，满足消费者的需求是企业的责任。
（5）社会营销观念。
社会营销观念是一种以社会利益为中心的市场营销观念。
它认为：企业不仅要考虑消费者的现实需求，更要考虑潜在需求；要善于引导消费，在获取效益的同时，还要考虑生态效益和社会效益。
４．你认为中国５００强企业应如何开展跨国营销活动？答：我国企业在国际营销中存在的问题是体制上、观念上等多方面复杂因素相互作用的结果，要解决这些问题，需要政府和企业共同努力采取相应的对策。
国际市场营销课后习题答案.doc
《国际市场营销理论与实务》（第2版）习题答案仅供参考第一章国际市场营销概述一、单项选择题C C B C B二、多项选择题1.ABDE2.ABCD3.ACDE三、简答题1.简述国际营销和国际贸易的异同（1）相同点。
国际市场营销与国际贸易都是以获得利润收入为目的而进行的跨越国境的经济活动。
（2）不同点。
①所依据的理论点不同；②商品(劳务)交换的行为主体不同；③强调重点不同；④商品(劳务)转移的形态不同；⑤国际市场营销涉及企业整体发展战略问题；⑥评价绩效的信息来源不同。
2.简述企业走向国际市场的主要动因（1）国际营销的竞争动因①避开竞争锋芒。
②追逐竞争对手。
③锻炼竞争能力。
④延长产品生命周期，发挥竞争优势。
（2）国际营销的资源动因①开发自然资源。
②利用劳动力资源。
③获取技术资源。
④赢取信息资源。
（3）国际营销的利润动因①通过规模效应，获得更大利润。
②利用资源优势，获得更大利润。
③利用优惠政策，获得更大利润。
同时，一些国家为了吸引外商投资，在税收等方面采取一系列优惠政策。
国际企业也可以通过东道国政府的优惠政策获得更大的收益。
3.试区别国内营销、出口营销、国际营销、多国营销、全球营销（1）国内营销。
国内营销是指国内市场为企业唯一的经营范围，企业经营的目光、焦点、导向及经营活动集中于国内消费者、国内供应商、国内竞争者。
其公司在国内从事营销活动可能是有意识的、自觉的战略选择，活着是无意识的、不自觉的想躲避国外竞争者的挑战，有时甚至由于对外界环境的无知而造成“出口恐惧症”，对出口销售持消极态度。
（2）出口营销。
出口营销时期一般指20世纪第二次世界大战后至60年代。
但是，此阶段仍以出口产品为主组织国际市场营销活动，对国际市场调研、产品开发的自觉性还不够。
这是企业进入国际市场的第一阶段。
其目标市场是国外市场，企业在国内生产产品到国外销售，满足国外市场需求。
在这一阶段产品与经验成为发展出口营销的关键。
同时，国际营销者还要研究国际目标市场，使产品适应每个国家的特殊要求。
国际市场营销学(顾春梅)习题与参考答案(新)
国际市场营销学(顾春梅)习题与参考答案(新) 第一章国际市场营销学导论 1、名词解释1.答:国际营销是指企业向一国以上的市场提供产品或劳务，在满足市场需求的基础上实现更大的经济利益的跨越国界的经济活动。
2.答:多国营销是指企业开始将国外市场作为目标市场，有计划地、系统地运用国际营销手段开拓国外市场。
3.答:全球营销是指企业将全球市场作为整体，从世界范围来筹划企业的营销行为，以求得企业的综合竞争优势，实现全球利益最大化。
4.答:跨国经营是国际营销的高级阶段，它是指企业向国外市场直接输出资本，通过在当地设立子公司或分支机构等形式，在国外直接从事产品的生产经营活动。
2、简答题2.答:国际营销活动的发展经历了出口营销?多国营销?全球营销等阶段。
出口营销、多国营销、全球营销是国际营销在不同发展阶段的活动，它们既有区别，又有联系。
4.答:国际营销与国内营销的基本原理相同，但由于国际营销活动需要跨越国界在一个完全陌生的环境下进行，使国际营销要比国内营销更为复杂和困难。
国际营销与国内营销的差别主要体现在以下几个方面:1)营销环境的差异性。
由于企业的营销活动从国内市场延伸到国外市场，市(场环境发生了很大变化。
(2)营销系统的复杂性。
构成国际营销系统的主要参与者，有的来自本国，有的来自东道国，还有的来自第三国。
而在国内市场上，这些参与者大多来自本国，因此营销系统较为简单。
(3)营销过程的不确定性。
由于环境差异，使各国的消费需求存在显著差异，从而使国际营销人员无法确切地把握国外市场的需求水平、需求构成、需求心理等，难以为之提供合适的产品、制定合理的价格、构建通畅的分销网络，也难以取得理想的促销效果。
1(4)营销管理的困难性。
国际营销管理的任务不仅在于把每一个国家的市场营销活动搞好，还需要对其在各国营销业务进行统一规划、控制与协调，使母公司和分散在世界各地的子公司的营销活动成为一个整体，实现总体利益最大化。
6.答:(1)进入国外市场。
《国际市场营销学》课后习题答案讲课稿
《国际市场营销学》课后习题答案1.企业走向国际市场的主要动因是什么？我国企业走向国际市场的动因有哪些特殊性？国内市场需求饱和及市场竞争激烈；国际市场的吸引力；政府鼓励与支持企业出口政策；科学技术发展为企业跨国经营提供物质前提；我国动因：国内市场竞争激烈；国外产品通过各种渠道大量涌入国内市场，使国内市场呈现出饱和状态，企业为实现产品的竞争日益激烈；获取国外先进科学技术及先进的管理技术；利用俩种资源与俩个市场获取国外低成本的生产资源及引进外资；2.什么是国际市场营销？国际营销同国内营销有何联系和区别？国际市场营销是指在一国以上把企业生产的商品或劳务引导到消费者或用户中去的经营活动；一)国际营销与国内营销的联系1．基础的共同性国际营销与国内营销都以经济学的基本原理作为理论基础。
现代管理学、统计学、数学、会计学、社会学、心理学等诸多学科的内容，既可以指导国内营销活动，又广泛运用于国际营销之中。
2．观念的一致性在当代经济活动中，国际营销观念与国内营销观念本质上是一致的，都以“市场观念”作为指导原则，以满足消费者和用户的需求为中心。
所谓满足需求，一是指满足消费者和用户对商品或服务在使用价值上的需求；二是指满足消费者和用户的心理需求。
由于观念的一致性，企业的国内外营销活动也具有一致性，即企业在国内外营销活动中都必须做到：（1）企业生产、销售产品与服务都要有自己的目标市场，即要有特定的用户作为自己的买主；（2）企业提供的产品和服务，不仅在物质功能上而且在价值观念上，都要满足目标市场的需求；（3）企业销售产品与服务在时间、地点、方式、价格等方面，都必须便于顾客购买；（4）及时为顾客提供信息和满意的售后服务，以满足现实顾客和潜在顾客对商品和服务的多种需要。
3．经营的延伸性在经营上，国际营销与国内营销往往存在一定的联系。
就其经营发生的过程来看，国际营销是国内营销的延伸。
粗略说来，企业先从事国内营销，再逐渐发展到国际营销。
国际市场营销课后习题答案
《国际市场营销理论与实务》（第2版）习题答案仅供参考第一章国际市场营销概述一、单项选择题C C B C B二、多项选择题1.ABDE2.ABCD3.ACDE三、简答题1.简述国际营销和国际贸易的异同（1）相同点。
国际市场营销与国际贸易都是以获得利润收入为目的而进行的跨越国境的经济活动。
（2）不同点。
①所依据的理论点不同；②商品(劳务)交换的行为主体不同；③强调重点不同；④商品(劳务)转移的形态不同；⑤国际市场营销涉及企业整体发展战略问题；⑥评价绩效的信息来源不同。
2.简述企业走向国际市场的主要动因（1）国际营销的竞争动因①避开竞争锋芒。
②追逐竞争对手。
③锻炼竞争能力。
④延长产品生命周期，发挥竞争优势。
（2）国际营销的资源动因①开发自然资源。
②利用劳动力资源。
③获取技术资源。
④赢取信息资源。
（3）国际营销的利润动因①通过规模效应，获得更大利润。
②利用资源优势，获得更大利润。
③利用优惠政策，获得更大利润。
同时，一些国家为了吸引外商投资，在税收等方面采取一系列优惠政策。
国际企业也可以通过东道国政府的优惠政策获得更大的收益。
3.试区别国营销、出口营销、国际营销、多国营销、全球营销（1）国营销。
国营销是指国市场为企业唯一的经营围，企业经营的目光、焦点、导向及经营活动集中于国消费者、国供应商、国竞争者。
其公司在国从事营销活动可能是有意识的、自觉的战略选择，活着是无意识的、不自觉的想躲避国外竞争者的挑战，有时甚至由于对外界环境的无知而造成“出口恐惧症”，对出口销售持消极态度。
（2）出口营销。
出口营销时期一般指20世纪第二次世界大战后至60年代。
但是，此阶段仍以出口产品为主组织国际市场营销活动，对国际市场调研、产品开发的自觉性还不够。
这是企业进入国际市场的第一阶段。
其目标市场是国外市场，企业在国生产产品到国外销售，满足国外市场需求。
在这一阶段产品与经验成为发展出口营销的关键。
同时，国际营销者还要研究国际目标市场，使产品适应每个国家的特殊要求。
国际市场营销学课后答案chapter 1 outline
CHAPTER 1Scope, Concepts, and Drivers of International Marketing1.Please Give the overview of Chapter 12.Please describe the Levels of International Marketing Involvement3. What are the Drivers in the Business Environmen t?4. Please mention some Obstacles to Internationalization5. Please complete the following terms:a. Domestic Marketing:b. Global Marketing:c Polycentric Orientation:d Geocentric Orientation:e Regiocentric Orientation:Levels of International Marketing Involvementpanies have different degrees of commitment to international involvement; thefour levels of commitment are:a.Domestic marketing: The firm has the least commitment to internationalmarketing, with a focus solely on domestic consumers and on the home-country environment. Yet, even the local company cannot avoid the impactof the international environment on its operations: The home-countryenvironment is affected by events in the international environment and byinternational competition.b.Export marketing: The firm is indirectly or directly involved in exporting.While the firm seeks international clients, it considers the international marketto be a simple extension of the domestic market.c.International marketing: The firm has substantial focus on internationalconsumers in one or more countries. The firm has sales offices orsubsidiaries in different countries or is an active partner in alliances with localcompanies. However, the firm’s international activities ar e not coordinatedacross different countries. An international company has on of twophilosophies toward internationalization: polycentric (decentralized, nocoordination with firms in other countries) or regiocentric (with a region-widemarketing approach).d.Global marketing: The firm coordinates its marketing activities acrossdifferent countries without focusing primarily on national or regionalsegmentation. The strategy is possible due to the emergence of uniformglobal consumer segments and it entails an efficient global allocation ofcompany resources.Drivers in the Business Environment:petition: Competitive pressure from international companies will force thecompany to expand to new markets, even less profitable ones. (Example: McCannErickson advertising agency followed, until recently, its client Coca-Cola around theworld).2.Regional Economic and Political Integration: Involves lowering or eliminating barriersbetween neighboring countries and promoting trade within each regional market.Integration facilitates international trade for companies in member countries, and forcompanies from countries outside of the area.3.Technology: Media development exposes consumers worldwide to foreignprogramming. The Internet offers small and medium enterprises in both high- andlow-income countries unlimited international exposure. Technology offers a broadreach to these businesses whose advertising budget cannot cover the high cost ofinternational broadcast and print advertising.4.Improvements in the Transportation and Telecommunication Infrastructure:Improvements in telecommunications have lowered costs and allowed faster andmore efficient methods of communicating across borders. Outsourcing of customerservice to other countries has become more popular due to improvements intelecommunications. Efficient and fast travel allows for frequent interaction betweensubsidiaries in foreign countries and the headquarters. The introduction of containersin intermodal transportation and electronic communication between suppliers andcustomers greatly facilitates the transportation of physical goods.5.Economic Growth: Attributed to the emergence of a strong middle class in largemarkets. Economic growth created markets of high potential for international brands,while also opening previously closed markets.6.Transition to a Market Economy: The opening of previously closed markets inCentral and Eastern Europe and in China, and the subsequent deregulation andprivatization of former government monopolies created important new marketopportunities for international brands.7.Converging Consumer Needs: Consumers’ exposure to global brands createddemand for global products and worldwide loyalty to international brands. Theemergence of uniform consumer segments facilitates marketing strategies worldwide.Consumers, in their travels, learn of new product offerings and request them fromhome-country retailers, thus generating pull demand.Obstacles to Internationalization - Companies attempting to establish international presence are likely to encounter obstacles both from within the company and from the outside environment. Among the barriers to internationalization that companies face are the self-reference criterion, government barriers, and international competition.Domestic Marketing: Marketing that is focused solely on domestic consumers and on the home environment.Global Marketing: International marketing activities that do not have a country or a region focus and that are possibly due to the emergence of global consumer segments and efficient global allocation of company talent and resources.Polycentric Orientation: Company strategies predicated on the assumption that each country’s market in unique and should be addressed individually, with a country-specific marketing mix. Geocentric Orientation:Regiocentric Orientation: Company strategies that view world regions as distinct markets that share economic, political, and cultural traits that will respond to a region-wide marketing approach.REVIEW QUESTIONS:True/False1.True2.True3.True4.False5.FalseMultiple Choice1. C2. C3. A4. C5. B。
国际市场营销学课后答案chapter 4 outline
Chapter 4International Marketing Research: Practices and Challenges1. Please Give the overview of Chapter 42. Please describe the Scope of International Marketing Research:3. What are the steps for international marketing research4. Please mention decision support systems for global marketing:5. Please complete the following terms:a. Brand Awareness Research:b. Brand Name Generation and Testing:c. Buyer Behavior Research:d. Causal Research:e. Channel Performance and Coverage Studies:∙Scope of International Marketing Research: There are several types of international marketing research: Research of market characteristics, buyer behavior research, product research, distribution research, promotion research, and pricing research, among others. ∙International Marketing Research Process: The steps for international marketing research are: Defining the research objectives, developing research plan, deciding on information sources, determining research approach, designing the data collection instrument, deciding on the sampling plan, and collecting and interpreting the information.∙Decision Support Systems for Global Marketing: A decision support system is a coordinated collection of data, tools, and techniques, complemented by supporting software designed for the gathering of business data.Brand Awareness Research: Research investigating how consumers’ knowledge and recognition of a brand name affect their purchasing behavior.Brand Name Generation and Testing: The testing of brand names and logos, necessary when companies market their products internationally.Buyer Behavior Research: Research examining brand preferences and brand attitudes. Causal Research: Research that examines cause-and-effect relationships.Channel Performance and Coverage Studies: Studies investigating whether existing channels are appropriate for communication, if channels exist at all, or whether they are appropriate for international marketing communications.1)False2)False3)TrueMultiple Choice1) A2) B3) B4) D5) C6) B7) D。
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销进行有效的控制盒管理。不足之处：难以满足不同市场消费者的不同需求。 国际产品的差异化策略又称产品定制化战略， 是指面向不同的国家或地区， 提供不同的或者 经过调整改进的产品，其实施的理论依据是不同国家或地区在需求和营销环境上存在差异。 优点是：产品是研发、生产和修改，都是以目标市场的环境要求和消费者的需求为出发点， 是为每一个特殊的目标市场而定制。 因此，在市场进入过程中， 较少遇到政策、 法规的限制， 由于产品可以充分满足市场的特殊需求，很容易赢得消费者的认同和喜爱。 第十一章
第十章
什么是产品生命周期？产品的生命周期理论对企业的国际市场营销有什么指导意义？ 答：所谓产品生命周期， 是指产品从进入市场开始， 直到最终退出市场为止所经历的市场生
命循环过程。
国际产品生命周期理论， 既能够帮助企业准确的辨认技术引发的产品转移，
抓住由此带来的
市场机会，还能够帮助企业及时调整产品出口结构和国际市场方向。
（2）国家间关系 （3）民族主义
4、造成政府不稳定的常见因素有哪些？ 答：政治制度、政治稳定性、政策连续性、行政干预、行政效率。
第三章
1、什么是经济环境？ 答：经济环境是指构成企业生存和发展的社会经济状况和国家经济政策，
是影响消费者购买
能力和支出模式的
因素，它包括收入的变化，消费者支出模式的变化等
5、请举例说明地区性经济组织在国际市场营销中的积极意义。 答：举例： 中美洲一体化体系， 成立于１９９１年１２月在洪都拉斯召开的第十一次中美洲
得中国电信在国际上能得到领先的地位。
第九章
选择国际目标市场时需考虑哪些因素？
答： 1.国际目标市场的规模和潜量。
目标市场的竞争结构及强度。
3.目标市场应符合企业的经营目标和资源条件。
5、国际市场定位的策略有哪些？ 答： 1.对抗定位； 2.回避定位
3.反向定位； 4.重新定位 “高级俱乐部”定位； 6.简接定位
说明市场营销数据资料多的一个持续的过程和方法。
作用：评估经理的信息需要，搜集所需要的信息，为营销经理适时分配信息。
第八章
1、选择两个中国企业（跨国公司） ，对其进入国际市场模式进行比较。
答：中国移动通信已经成功进入国际资本市场， 良好的经营业绩和巨大的发展潜力吸引了众
多国际投资。中国移动通信优质的网络覆盖已经得到了国际同行的高度认可
（2）分销与存货
（3）质量与数量
（4）促销与信息
（5）财务与风险
2、目前有哪些市场营销组合理论？各有哪些优势和不足？ 答：（ 1） 4P 理论：产品 Product 、价格 Price、渠道 Place、促销 Promotion
（2）7P 理论： 4p 理论 +人（ People ）、过程（ Process）、物质环境国家首脑会议上签署的“特古西加尔巴声明”建立的。
总部：萨尔瓦多首都圣萨尔瓦多。
成员国：萨尔瓦多、洪都拉斯、尼加拉瓜、危地马拉、哥斯达黎加、巴拿马和伯里兹，共
7
个
职能：协调和推进一体化进程，促进中美洲
，地区的和平、民主与发展。
地区性经济组织的积极意义： 是全球经济一体化的重要表现， 也为全球经济一体化的进一步
2、比较各种定价方法。 答：定价方法主要有三种，即成本导向定价法、需求导向定价法和竞争导向定价法。
①成本导向定价法
成本导向定价法是指企业在定价时主要以成本为依据。
在这一类定价方法中， 最常用的
是加成定价， 即在产品成本之上加上一定比例的利润， 构成产品价格。 成本导向定价法是一
种保本经营的做法。
②需求导向定价法
与道德责任的统一体，其首要责任是对股东负责。中国研究企业社会责任会计起步比较晚，
还没设立专门的研究机构但已涉及企业社会责任的评价问题。
与美国相比中国队企业社会责
任的监督缺乏力度。 美国社会责任涵盖各种企业社会责任， 企业社会责任只是企业责任的一
方面， 是对企业利益相关者的责任。 在美国， 企业社会责任的披露主要是通过社会责任会计 反映在企业的财务报告中，数据大多是关于治理环境污染的。监督对象主要是公司。 第五章
来定价。
③竞争导向定价法
该方法要求企业在定价时主要以竞争对手的价格为依据。
其特点是： 只要竞争者的价格
不动，即使成本或需求变动， 价格也不动； 相反只要竞争者调整价格， 这个企业也调整价格，
即使其成本或需求没有变动。这种定价方法主要适用于下述几种情况：
(1) 企业在某一时期
的经营目标就是击败某个或某些竞争对手；
答：企业社会责任是指企业在创造利润、 对股东负责的同时， 还应承担起对劳动者、 消费者、
环境、 社区等利益相关者的责任，实现企业与其相关区域的统筹、
协调发展、企业与社会的
和谐、可持续发展，企业利益和社会发展的双赢。企业伦理是企业经营本身的伦理。
异同： 中国社会责任：企业社会责任就是企业责任，是企业的道德责任与慈善责任，是法律
2、电子商务对国际市场营销的影响有哪些？ 答： 1.电子商务提高了国际市场营销的效率。 2.电子商务引起了消费者行为的变化。 商务引发了企业营销管理的变化。 4.电子商务改变了企业国际市场营销的方式。 第六章
3.电子
1、什么是计划经济？什么是市场经济？
答：计划经济又称指令型经济，是一种经济体系，而这种体系下，国家在生产、资源分配以
1、技术环境对国际市场营销产生了什么影响？ 答： 1.技术对消费者需求的影响：消费者需求多样化；消费者价格敏感化；消费者需求个性 化；消费者行为理性化；消费者消费结构知识化。
2.技术对交易方式的影响：开拓了新的交易方式——电子数据交换
EDI。
3.技术对企业战略的影响：首先，随着知识经济的不断发展，国际市场竞争由传统的对资本
5、请举例说明什么是企业国际市场营销中的产品标准化策略和差异化策略？各自使用的情 景是怎样呢？两个策略的优势和劣势是什么？
答：产品标准化策略是指企业面向全世界不同国家或地区的所有市场都提供相同的产品，
标
准化包括品牌名称、 产品的物理特征和包装。 实施的前提是市场全球化， 消费者需求日益趋
同。其优点为： 有利于规模经济的实现； 有助于全球统一品牌的建立； 有利于企业对全球营
及产品消费各方面， 都是由政府或财团事先进行计划。 市场经济和计划经济都是资源的配置
方式。是一种经济体系， 在这种体系下产品和服务的生产及销售完全由自由市场的自由价格
机制所引导， 而不是像计划经济一般由国家所引导。 式。
市场经济和计划经济都是资源的配置方
7、中国市场消费的特征是什么 ? 答：中国市场的消费特征是：炫耀性、开放性、进取性、青春性、趣味性。
.客户服务态度
得到大多数国外用户的好评。 中国移动通信能够根据客户需求的变化， 不断把客户需求变成
现实， 不断创新业务内容和模式， 不断满足客户多样化的需求， 使中国移动通信成为全世界
唯一单月客户净增长量超过 300 万户的电信运营商。
中国电信电信运营业国际化的三种模式：开展国际业务
,海外投资和运营 ,管理和技术输出使
答：广义的文化是指人类社会历史实践过程中所创造的物质财富和精神财富的总和。
狭义的
文化，是指社会的意识形态以及与之相适应的礼仪制度、 组织结构、 行为方式等物化的精神。
基本特征： 文化是整个社会的重要组成部分， 它具有社会的共性， 也有民族的个性特征。价
值观是文化的核心； 人性化是文化的中心； 柔性管理是文化管理的主要方式； 增强群体凝聚
（3） 11P 理论： 4p+政府权力 (Power) 、公共关系 (PublicRelations) 、调研 (Probe)即探索、区
隔(Partition) 即市场细分的过程、优先 (Priorition) 即选出我的目标市场； 、定位 (Position) 、员
工(People)
第二章
1、国际市场营销的政治环境包括哪些？ 答：（ 1）国际政治局势
(2)企业刚刚进入某一市场，对如何定价尚无主
见； (3)企业经营的是大宗性商品，定价时只需随行就市。
3、如何进行国际市场的价格管理和控制？ 答： 1.根据国际市场的环境要求和消费者需求制定合理的价格
2.要考察同类产品的国际市场价格管理，制定符合企业实际发展的管理方案。 4、如何看待跨国公司内部的转移价格问题？ 答：国际转移定价是指跨国公司在其母公司与国外子公司之间或国外子公司与子公司之间转
第七章
1、国际市场营销调研的主要内容有哪些？ 答：1 国际市场机会调研 2 目标市场选择调研 3 国际市场动态调研 4 进入目标市场方式的调
研 5 营销组合策略调研 6 资源配置决策调研
6、营销信息系统的含义和作用是什么？ 答：营销信息系统是指由人、机器和程序构成的，系统地收集、整理、储存、检索、分析和
8、中国市场营销发展的方向是什么？ 答： 1.网络营销进入了中国市场，但人们网络意识不强、网络诚信度不够高，网络营销制度
还不完善。
2.“物流”已经得到中国市场的高度重视，人们已经意识到物流是第三方利润源。
3.21 世纪的中国市场的营销主流模式将是关系营销、差异营销、整合营销、 的组合体。
直销、 在线营销
移中间产品时的定价。国际转移定价可以看作是跨国公司在其国际化生产体系中进行资源
(资本要素 )配置的一种手段，也就是说，国际转移定价的大小，取决于跨国公司在国际范围 内优化资源配置和达到总利润最大化的目的。
转移定价是一把双刃剑， 这就要看我们究竟应该采用怎样的思路与方略促使转移定价来为我
所用。我国目前主要是作为发达国家跨国公司东道国的面目出现，
力是文化的首要任务。
6、为什么说文化因素是影响国际营销的核心因素？ 答：首先， 文化渗透于营销活动的各个方面； 其次，国际营销者的活动又构成文化的一个组