英文版国际营销重点及答案
国际市场营销复习资料（中英文）
国际市场营销复习资料（中英文）国际市场营销学考试题型1.名词解释5个2.简答题5个3.案例分析1个4.论述题1个。
事件营销1、国际市场营销定义：是一门研究企业如何向一国以上的消费者或用户提供商品和劳务，以获得全球利益最大化的学科。
Definition: It is a subject to study how to supply commodities and services to the consumers in more and more nations in order to obtain global profits in maximization.2、国际市场营销的途径The Channels of International Marketing（1）被动的出口 passive export（2）积极的的出口 active export（3）授权国外生产 authorized production abroad（4）在海外建立营销机构 marketing branches abroad（5）海外生产海外营销 producing & marketing abroad3、国际营销与国际贸易教材 Page 22International Marketing and International Trade1. 行为主体的差异性 principles different2. 产品转移的差异性 products transfer different3. 活动内容的差异性 activities different4、国际营销人员必须具备的素质有哪些(1)高涨的工作热情和足够的自信心（2）外向型的性格（3）较强的信息交流能力（4）对自己所经销的产品或服务的有关知识有透彻的了解（5）高层次的社会工作能力（6）自我约束力和自我激发力（7）乐于为顾客服务，因为市场营销工作常常是在别人监督的情况下进行的，而且有些工作也是监督的（8）精力充沛，具体体力和脑力上的耐久力（9）能够注意服务潜在顾客的需要、愿望和和需求（10）精通或熟悉一门以上的外国语言，这是从事国际市场营销活动必不可少的工具（11）善于计划和实施销售任务，尤其要善于安排时间（12）对国际政治经济环境形势十分关注5、国际市场营销的环境人口环境、经济环境、自然环境、政治环境、法律环境、文化环境6、一个国家经济结构有哪几种形式？How many forms are the re in a nation’s economic structure?（1）原始农业经济 simple agriculture economy（2）原料输出经济 raw material-output economy（3）工业化进程中经济 industrializing economy（4）工业化经济 industrialized economyQuestion：1. 日本的自然环境因素怎样？How is the natural environment of Japan?日本是一个四面环海，境内多山，处于地震带的一个岛国。
【精品课程】国际市场营销各章英语习题
Chapter 1 Introduction1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?2.What is meant by global localization? Is Coca-Cola a global product?Explain.3.Describe some of the global marketing strategies available to companies.Give examples of companies using the different strategies.4.How do the global marketing strategies of the Harley-Davidson andToyota differ?5.Describe the difference among ethnocentric, polycentric, regiocentric, andgeocentric management orientations.6.Identify and briefly describe some of the forces that have resulted inincreased global integration and the growing importance of global marketing.7.Define leverage and explain the different types of leverage utilized bycompanies with global operations.8.What, in your view, is the future of a company such as Renault? Will it beable to continue as an independent company? Why? Why not?9.What are some major trends in the world that will affect marketing?Chapter2 Entry and Expansion Strategies1.What are the alternative tools or strategies for expanding internationally?What are the major advantages and disadvantages of each strategy?2.The president of XYZ Manufacturing Company of Buffalo, New York,comes to you with a license offer from a company in Osaka. In return for sharing the company’s patents and know-how, the Japanese company will paya license fee of 5 percent of the ex-factory price of all products sold based onthe U.S. company’s license. The president wants your advice. What would you tell him?3.What are the differences among companies at international, multinational,global, and transnational stages of development? Find examples of companies that fit the characteristics of each of these types.4.Why is exporting from the United States dominated by large companies?What, if anything, could be done to increase exports from smaller companies?5.What six criteria should be assessed when evaluating potential exportmarkers?6.What does it take to be a successful exporter?7.Which strategic options for market entry or expansion would a smallcompany be likely to pursue? A large company?Chapter3 The Global Economic Environment1.Explain the differences among a market allocation economic system, acommand allocation system, and a mixed system.2.What are the stages of national market development, and what percentageof world income is found in each of the stages?3.What is the pattern of income distribution in the world today? How dodeveloping country markets compare with high-income country markets in the proportion of income going to the bottom and the top 20 percent of the population?4. A manufacturer of long-range radios is assessing the world marketpotential for his product. He asks you if he should consider developing countries as potential markets. How would you advise him?5.Are income and standard of living the same thing? What is meant by theterm “standard of living”?6.Describe the similarities and differences among a free trade area, acustoms union, a common market, and an economic union. Give an example of each.Chapter 4 The Social and CulturalEnvironmentof Global Marketing1.What is culture? Is there such a thing as a cultural universal or culturaluniversals: If your answer is affirmative, give an example of a cultural universal. If it is negative, explain why there is no such thing.2.Can Hofstede’s cultural typologies help marketers better understandcultures outside their home country? Is you answer is yes, explain how, and if it is no, explain why not.3.Explain the self-reference criterion. Go to the library and find examples ofproduct failures that might have been avoided through the application of the SRC.4.What is the difference between a low-context culture and a high-contextculture? Give an example of a country that is an example of each type, and provide evidence for your answer. How does this apply to marketing?5.Consider the equation Y= f(A, B, C, D, E, F, G), where Y stands forconsumption of soft drinks and D is the variable for cultural elements. How would this equation help a soft-drink marketer understand demand for soft drinks in global markets?Chapter5 The Political, Legal, and RegulatoryEnvironments of Global Marketing1.What is sovereignty? Why is it an important consideration in the politicalenvironment of global marketing?1Briefly describe some of the differences that relate to marketing between the legal environments of a country that embraces common law as opposed to a country that observes civil law.2Global marketers can avoid legal conflicts by understanding the reasons conflicts arise in the first place. Identify and describe several legal issues that relate to global commerce. What alternatives are available from a marketing perspective?3See you in court” is one way to respond when legal issues arise. What other approaches are possible?Chapter6 Global Marketing Information4What is the major source of information for headquarters executives of global companies?5What are the different modes of information acquisition? Which is the most important for gathering strategic information?6Assume that you have been asked by the president of your organization to devise a systematic approach to scanning. The president does not want to be surprised by major market or competitive developments. What would you recommend?7What is the difference between existing, latent, and incipient demand? How might these differences affect the design of a marketing research project?8Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?9How does the Internet affect market information systems?Chapter7 Segmentation, Targeting, and Positioning10What is a global market segment? Pick a market that you know something about, and describe the global segments for this market.11Identify the major geographic and demographic segments in global markets. has been an early winner in the on-line book business. Which market segments has Amazon served? Are the Amazon target market segments in the United States and the rest of the world identical?13Smoking is on the decline in high-income countries where the combination of longer life expectancy, education, income, and legal action has created a powerful anti-smoking campaign. Global tobacco companies are shifting their focus from high income to emerging markets where the combination of rising income and theabsence of anti-smoking campaigns is leading to ever-increasing demand for cigarettes. Is this shift in focus by global tobacco companies ethical? What, if anything, should residents in high-income countries do about the rise in smoking in emerging markets?Chapter8 Product Decisions1.What is the difference between a product and a brand?2.What are the differences among a local, an international, and a globalproduct or brand? Cite examples.3.What criteria should global marketers consider when making productdesign decisions?4.How can buyer attitudes about a product’s country of origin affectmarketing strategy?5.Identify several global brands. What are some of the reasons for the globalsuccess of the brands you chose?6.Briefly describe various combinations of product/communicationstrategies available to global marketers. When is it appropriate to use each?Chapter9 Global Marketing Channelsand Physical Distribution1.What factors influence the channel structures and strategies available toglobal marketers?2.What is “cherry picking”? What approaches can be used to deal with thisproblem?pare and contrast the typical channel structures for consumer productsand industrial products.4.Briefly discuss the global issues associated with physical distribution andtransportation logistics. Cite one example of a company that is making efficiency improvements in its physical distribution.5.What special distribution challenges exist in Japan? What is the best wayfor a non-Japanese company to deal with these challenges?Chapter 10 Pricing Decisions1.What are the three basic factors affecting price in any market? Whatconsiderations enter into the pricing decision?2.Identify some of the environmental constraints on global pricing decision3.What is “dumping”? Is it an important trade issue or a red herring?4.What is a transfer price? What is the difference, if any, between a transferprice and a “regular” price? What are three methods for determining transfer prices?5.What are three alternative approaches to global pricing? Which one wouldyou recommend to a company that has global market aspirations?6.If you were responsible for marketing CAT scanners worldwide (averageprice, $1,200,000) and your country of manufacture was experiencing a strong and appreciating currency against almost all other currencies, what options are available for adjusting prices to take into account the strong currency situation?Chapter 11 Globalcommunication1.In what ways can global brands and global advertising campaigns benefit acompany?2.How does the standardized-versus-localized debate apply to advertising?3.When creating advertising for world markets, what issues must artdirectors and copywriters take into account?4.How do the media options available to advertisers vary in different partsof the world? What can advertisers do to cope with media limitations in certain countries?5.What is the role of public relations in global marketing?6.What is the role of sales promotion in the marketing mix? How do theseroles differ for industrial and consumer products?7.Does the role of promotion in the marketing mix vary from one country tothe next for the same product?8.How does personal selling differ in international markets?9.What effect will the Internet have on global promotion?10.One important impact is that buyers will be able to scan the world to get thebest price for the product of their choice. The balance of power will shift from producers to consumers; price disparities in different parts of the world are likely to be diminished as producers adjust to the new world of price transparency.Chapter 12 Leading, Organizing theGlobal Marketing Effort14What are the major variables influencing control in a global company?15What is the major complaint of managers in subsidiary companies about the control practices of headquarters?16What is a global marketing audit?17What kind of planning problems develop in the headquarters of a global company?18What are the problems in planning at the country or subsidiary level in a global company?19How would you advise a company manufacturing a line of construction equipment to organize on a global scale?。
国际营销简答英文版
1© 2010 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be differentfrom the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.chapter1What are the recent trends in world trade? Will expansion of world trade in the future follow these trends?Global Linkages:Global linkages bind countries, institutions, and individuals more closely than ever. World trade opens up entirely new business horizons （界限，范围）.Domestic Policy Repercussions(影响):Exchange rates have begun to determine the level of trade.The global market imposes increasingly tight limits on national economic regulation and sovereignty(国家主权）.Chapter21. List and briefly describe the five elements of success that are required for an international marketer to take advantage of and thrive in developing markets.Research - learn about the needs, aspirations, and habits of targeted populations.Creating Buying Power - allowing consumers with no collateral to borrow money. Tailoring Local Solutions - combine advanced technology with local insights.Improving Access - by providing access, it could lead to a thriving business.Shaping Aspirations - ideally suited products to match consumer demand.2.From the international marketer's point of view, what are the opportunities and problems caused by increased urbanization in developing countries?WuChapter4:1.List and briefly describe the elements of culture.a) Languageb) Nonverbal Languagec) Religiond) Values and Attitudese) Manners and Customsf) Material Elementsg) Aestheticsh) Educationi) Social Institutionsj) Sources of Cultural Knowledge2.List and briefly describe the dimensions of culture used in Cultural Analysisa) Individualism-“I ” consciousness versus “we ” consciousness;b) Power distance- level of equality in a society;c) Uncertainty avoidance- need for formal rules and regulationsd) Masculinity- attitudes toward achievement, roles of men and women.。
国际市场营销英语答案复习课程
国际市场营销英语答案国际市场营销Chapter 1 Multiple choices D D D A C C B D E D B1. What will WTO bring to Chinese firm in international marketing? China successfully participating in the WTO offers both challenges and opportunities to Chinese companies.China officially joined the WTO on 10th November 2001. WTO is one of the most influential international governmental bodies to affect marketing. WTO and the World Court are set up to help to solve international trade disputes, and they also help the member countries to gain fair treatment in international trades. Since China is a member country of the organization, China can also enjoy low trade tariffs and seek equal treatment among association members, which would, of course, give companies more chances to expand their international markets.2 The differences between domestic marketing and international marketing.International marketing is more complex than domestic marketing in a number of ways. 1. Different environments, 2. Different applications of marketing principles, concepts and techniques 3. Different relations between enterprises and government.3 what are the functions of marketing?Contact: The seeking out of prospective consumers and it may be based on a variety of determinants. Improper handling of the initial contact can keep a company out of the marketplace indefinitely. Merchandising: Merchandising is the process of bringing the right product to the right place at the right time in the right quantity at the right place. Pricing: The price of a product is often the determining factor when a purchase is made and is always a key to profit. Promotion: Promotion is used to support marketing efforts: paid advertising, personal selling, public relations, and supplemental efforts. Distribution: The process of putting the consumer and the product together. Human resources: Internal marketing that occurs within a company between employers and employees is a reflection in the ability to market externally to the public. It’s essential that sellers understand, communicate with, and value buyers.4. There are many reasons for that, environment, Competition, legal restraints, government controls, weather, fickle consumers, and any number of other uncontrollable elements can, and frequently do, affect Chapter 3 Multiple choices C A C E A B D A B BThe Global economy has experienced the following changesa) Capital movements rather than trade have become the driving force of the global economy.b) Production has become "uncoupled" from employment.c) Primary products have become uncoupled from the industrial economy.d) The world economy is in control.Reasonsa) World trade is some US$ 3 trillion, whereas the London Eurodollar market - alone is some US$ 75 billion per annum and foreign exchange transactions were US$35 billion per annum. Interest and exchange rate - gains are often more lucrative than investment in goods and services manufacturing.b) Employment is in decline while manufacturing either grows or remains static. Sectors are becoming more productive, with injections of capital equipment and new technologies.c) Commodity prices may collapse but industrial economies can be unaffected.d) World trade is recognized as vital to economies as domestic growth slows down and opportunities overseas grow. Growth achievable in international trade is often at a greater rate than domestically and the returns higher.Chapter 4 Multiple choices A D D B D A A C B C1. Important to have a regulatory framework for the following reasons.a) Framework states the political, social and legal ground rules for doing business between and within countries.收集于网络，如有侵权请联系管理员删除b) The framework gives:i) the basis for all production, exchange and distribution activitiesii) gives rise to expectations and assurances about the actions of others andiii) gives order and stability to the means of doing business.The most important rules are these:a) Defining, allocating and enforcing property rights.b) Establishing rules and conventions defining allowable and non allowable forms of cooperation and coordination (standards, rules of conduct, fair trading etc).2. Tariff barriers/duties (terms of access)a) Tariffs - single column, two column, preferential.b) Duties - ad valorem, specific, alternative, compound, anti-dumping.c) Import charges - variable, temporary, compensatory.Non tariff barriersa) Quota and trade controls.b) Discriminatory Government and private procurement policies.c) Restrictive customs procedures.d) Selective monetary control and discriminatory exchange rate policies.e) Restrictive administrative and technical regulations.Chapter 5 Multiple choices C E B D D D B E C C1. Main elements of culture -"Definition of culture" - The integrated total sum of learned behavioral traits that are manifest and shared by members of society.Elements are - language, social norms, religion, ethics, socio economics, mores, traditions, societal regulations, nationalism, aesthetics, material culture, attitudes, values, social organization. (Discuss each in turn with students).2. Main approaches to culturea) Anthropological - relevance to interpretation of ways of doing business e.g. Japan versus USA. b) Marlow’s hierarchy of needs - relevance to product type, sophistication and pricec) Self reference criterion - relevance in the standardization versus adoption concepts of marketing strategy.d) Diffusion theory - relevance to rates of adoption of innovations and of new products.e) High and low context - relevance to the degree of necessity to have explicitly verbal or written communications e.g. contracts.f) Perception - relevance to sensitivity in operation of the marketing mix variables e.g. advertisingChapter 6 Multiple choices A D A C C E C C C E1. Distinguish between primary and secondary data. When should each type be used?Answer: Primary data is data collected through observation, survey or controlled experiment for the first time during a marketing research study. Marketers rely on primary data when up-to-date, specifically targeted information is essential; when they have sufficient time to conduct the analysis; and when the good or service plays a major role in the company's total marketing strategy to warrant the expense of data collection.Secondary data refers to previously collected data from internal and external sources. Internal data include sales records, product performance, sales force activities and marketing costs. External data are obtained from local, provincial (state) and federal governments and private sources. The reasons for using secondary data include the relative low cost, the easy availability and the limited time taken by searching for it.2. What contributions can each make to the marketing research function? Answer: A marketing information system (MIS) is a planned, computer-based system designed to provide managers with a continuous flow of information relevant to their specific decision areas. An MIS permits a continuous, systematic study of any deviation from marketing goals, and allows management to adjust actions as收集于网络，如有侵权请联系管理员删除conditions change. A marketing decision-support system (MDSS) consists of computer software that helps users obtain and use information to make marketing decisions. An MDSS is the portion of an MIS that enables marketers to explore the state of the market and do market forecasting and simulations that illustrate what might happen if various components of the marketing strategy were changed. Data mining consists of a program that searches customer information stored in data warehouses for connections. Organizations are using data mining to enhance decisions about customer preferences, sales trends, and marketing programs. Chapter 7 Multiple choices E B A D A A C C E D1. List and discuss the requirements for effective segmentation.Answer: If a market segment is large, but not homogeneous enough, it becomes difficult to develop a marketing mix that would effectively fit all customers in this segment. In this case some customers may become dissatisfied and lured away by competitors who offer a better tailored marketing mix. If market segments are properly defined most customers should be addressed with a marketing mix that can satisfy their needs well. Very well satisfied customers are more loyal. On the other hand breaking markets down into too many segments and addressing each of them with a separate marketing mix is costly. This is why it is very important to define segments in such a way that they would be large enough to be profitable, and, on the other hand, homogeneous enough to be satisfied with the same marketing mix.Chapter 8 Multiple choices C B B D D A C E E D1. Different methods of foreign market entry.These are either "direct", "indirect" or "cooperative” based.2.The advantages and disadvantages of barter, counter-trade, and export processing zones as market entry strategies.1) Export processing zones -Advantages:· host country obtains know-how,· capital, technology, employment opportunities; · foreign exchange earnings;· "reputation", "internationalization".Disadvantages:· short term investments,· capital movements,· employment movements,· transaction costs and benefits,· not part of economy so alienisation,· labor laws may be different,· bureaucracy creation.2) Barter-Advantages:· simple to administer,· no currency,· commodity based valuation or currency based valuation. Disadvantages:· risk of non delivery,· poor quality,· technological obsolescence,· unfulfilled quantities,· risk of commodity price rise thus losing out on an increased valuation, · depressed valuation,· marketability of products.3) Counter trade -Advantages:· method of obtaining sales by seller and getting a slice of the order, · method of breaking into a "closed" market.Disadvantages:· not covered by GATT,· so dumping may occur,· variety differences,· difficult to set price and service quality,· inconsistency of delivery and specification,· difficult to revert to currency trading.收集于网络，如有侵权请联系管理员删除Chapter 11 Multiple choices A B D B C B D C C C1. What is a product? What are the features of products?A product is anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need. It refers to both tangible and intangible products. When talking about product, one needs to consider its characteristics. They are 1) primary functional purpose, 2) secondary purpose, 3) durability and quality, 4) method of operation, and 5) maintenance.2. How to classify products traditionally and internationally? Product may be classified according to a variety of criteria. Traditionally, classification of products is based on users, hence the consumer goods and industrial goods.Consumer products include Convenience products, Shopping products, Specialty products, Unsought products, Industrial products include Materials and parts, Capital items, Supplies and services. Another traditional method of classifying products is how long a product may exist. Thus, there are durable, consumable, or disposable goods. In recent years, with the fast speed of globalize economy, a product with international profit potential is more likely to gain attentions than that with local potentials. Therefore, some researchers further classified products according to their marketing potentials, ie. Local products and international products3. What is a product life cycle? Give a brief description of the separate stages.Products have a limited market life. Typically there are 4 stages for the development of a new product: Introduction, growth, maturity and decline. Introduction stage is a period of slow sales growth as the product is introduced in the market. This stage starts when the new product is first launched. Introduction takes time, and sales growth is apt to be slow. Innovators will buy product in this stage. In growth stage, sales will start climbing quickly. It’s a period of rapid market acceptance, and substantial profit improvement. The innovators will continue to buy, and early adopters will start to follow their lead, especially if they hear favorable word of mouth. They will introduce new product features, and the market will expand. Maturity stage is a period of a slowdown in sales growth because the product has achieved acceptance by most potential buyers. This maturity stage normally lasts longer than the previous stage, and it poses strong challenges to marketing management. Most products are in the maturity stage of the life cycle. In the decline stage, because the demands are less, technology advances, consumer tastes shift, or competition increases, sales show a downward drift and profits erode. Some firms withdraw from the market. As for those remaining companies, they may cut the promotion budget and reduce their prices further.4. Describe the process of designing and developing a new product. Product design is the process of designing a product’s style and function: creating a product that is attractive, easy, safe, and inexpensive to use and services, and simple and economical to produce and distribute.Eight major steps are necessary for the new product development process. They are idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, test marketing, commercialization.5.What are the advantages and disadvantages of branding? Why are people willing to pay more for branded product than unbranded products?Some companies such as Toyota, McDonald’s, Shell Oil, and Sony have established international brand names. Branding brings both advantages and disadvantages.On a positive note, companies with well established brand can be recognized pretty soon by new markets. If the target markets have no preconceived notion about what the company represents, products of the companies can be very easily accepted by the consumers in those new markets.收集于网络，如有侵权请联系管理员删除But famous brands of big companies sometimes are rejected for localprotest. They are also blamed for some serious social and environmental problems. The fact of the international market is many companies are not equipped with highly accepted brands. These companies have even bigger problems. They have to spend extra time and money to persuade the local government, their distributors and consumers. In a foreign market, more effort would be taken to overcome problems of language and cultural differences.People are willing to buy products with well established brand because of the brand equity. Brand equity is defined as the added value a brand name gives to a product beyond the functional benefits provided. In another word, it is the value of a brand, based on the extent to which it has high brand loyalty, name awareness, perceived quality, strong brand associations, and other assets such as patents, trademarks, and channel relationships. The most valuable brands have a brand equity that is considered an important company asset. It is very important to establish the brand equity of product.Chapter 12 Multiple choices C A B D A C C C D C1. What is price? Describe factors that influence price of a product.Price is the value of what a consumer exchanges in return for products. It may take the form of monetary exchange, bartered services, or other goods.Pricing is driven by three major forces. They are costs, demands and competition. Costs are very important factors that set the floor for the price that the company can charge. Whereas costs set the lower limit of prices, the market and demand set the upper limit. Competition forces companies to offer special prices to attract customers.2. What are the objectives of pricing a product?Profitability objectives involve profit levels and target-return.. Volume objectives include sales maximization and market-share goals, which are specified as a percentage of certain markets. Some prices are set to beat competition by beating the pricing leader's prices hence, the meeting competition objectives. 3. What are the pricing strategies in pricing a product?Market skimming price charges the highest price possible over those buyers who most desire the product will pay. In market penetration pricing, a relatively low initial price is established for a new product. Market holding pricing is a strategy intended to hold market share. There are basically two types of cost plus pricing: the historical accounting cost method and the estimated future cost method. While costs are important they should be looked at alongside the prices of competitive products in the target markets, hence competitive pricing. Marketers of raw commodity traded on the international market subject to world prices have no alternative but to take the going price - a price governed by competition, especially on the supply side. They accept market pricing strategy. Pricing strategy also involves psychological pricing and product life cycle pr icing. Psychological pricing considers how consumers’ perceptions and beliefs affect their price evaluations. Product life cycle pricing strategies recognize that products and product categories generally go through a cycle, including introduction, growth, maturity and decline.4. Explain the increasing importance of value –based pricing and contrast it with cost-based pricing.Explain the increasing importance of value-based pricing and contrast it with cost-based pricing.To compete effectively, marketers may be the lowest cost producer. Sometimes the companies set their price low to gain market share and preventing competitors from entering the market. They must be willing and able to change the price frequently by responding quickly and aggressively. However, competitors can also respond quickly. Customers adopt brand switching to use the lowest priced brand. Sellers move along the demand curve by raising and lowering prices. Price sensitivity varies among market segments and across different products. Marketers need to know buyers’ acceptable range of prices and sensitivity towards price changes and set their price according to different segments.收集于网络，如有侵权请联系管理员删除Cost plus pricing includes direct and indirect costs or assumptions of production volume which will be a principal factor determining costs, but it has the disadvantage of ignoring demand and competitive position in the target market which now plays a very important role.5. What are the international pricing strategies?Extension (standardized pricing) is to set the same global price no matter where the target market is. It is a very simple method but does not respond to market sensitivity. Few firms use these methods to price their products in the international trade.Adaptation (differential pricing) is to set different prices in different markets. The only control is setting transfer prices within the corporate system. It prevents problems of arbitrage when the disparities in local market prices exceed the transportation and duty costs separating markets. Invention is to a mix of extension and adaptation strategy. This takes cognizance of any unique market factors like costs, competition, income levels and local marketing strategy. In addition, it recognizes the fact that headquarters price coordination is necessary in dealing with international accounts and arbitrage and it systematically seeks to embrace national experience.6. What is transfer pricing? What are the attitudes of government to transfer pricing?When a company decentralizes, organizing itself into separate profit centers, it is necessary to transfer components or finished products between units. Transfer pricing is used to motivate profit center managers, provide divisional flexibility and also further corporate profit goals. Across national boundaries the system becomes complicated by taxes, joint ventures, attitudes of governments and so on.Many governments see transfer pricing as a tax evasion policy and have, in recent years, looked more closely at company returns. Rates of duty encourage the size of the transfer price: the higher the duty rate the more desirable a lower transfer price. A low income tax creates a pressure to raise the transfer price to locate income in the low tax setting. Harmonization of tax rates worldwide may make the intricacies of transfer pricing obsolete. Government controls, like cash deposits on importers, give an incentive to minimize the price of the imported item. Profit transfer rules may apply which restrict the amount of profit transferred out of the country. Although many multinational companies practice transfer pricing, they have various attitudes towards it. Many companies regard it as a means of encouraging and measuring corporate efficiency. Others emphasize the opportunities for financial gain or market manipulation. 7. How do international trade finance? What are the most commonly used payments of international trade?Drafts covering exports, Sales against cost advances, Sales on a consignment basis, collection arrangement, Letters of credit, letter of credit is of most common use. Chapter 13 Multiple choices C C B A D C A B A D1. What is distribution? What are channels? What are the functions of channels?Distribution is the process that goods are distributed from the manufacturer to the end user. Different companies may adopt different distribution services according to their marketing objectives and strategies. Some companies have their own means of distribution, some companies deal directly with the most important customers, but many companies rely on other companies to perform distribution services for them. Channel members should have interdependency.There are eight main functions for distribution channels. Information collecting: gathering and distributing marketing research. Promotion: developing and communicating offers. Contact: communicating with prospective buyers. Matching: fitting the offer to the buyer's needs. Negotiation: reaching agreement on price and terms. Physical distribution: transporting and storing the goods. Financing: getting and using funds to cover the costs of channel work. Risk taking: assuming the risks the channel work.2. What are the different types of channels?收集于网络，如有侵权请联系管理员删除Distribution channels can be described by the number of channel levels involved. Each layer of marketing intermediaries that performs some work in bringing the product and its ownership closer to the final buyer is a channel level. Because the producer and the final consumer both perform some work, they are part of every channel. We use the number of intermediary levels to indicate the length of a channel. Generally there are customer marketing channels and business marketing channels each has their own characters and features.3. How are channels structured?There are Vertical marketing system (VMS) which is a distribution channel structure in which producers, wholesalers, and retailers act as a unified system. One channel member owns the others, has contracts with them, or has so much power that they all cooperate. Horizontal structure which means two or more companies at one level combine their marketing efforts to open new marketing opportunities. By combination, companies enjoy greater capital, improved production abilities and extended marketing resources and accomplish more than just one single company may do. and Hybrid marketing structure which refers to the situation that single firm sets up two or more marketing channels to reach one or more customer segments. Retailers, catalogs, and sales force forma typical example for the hybrid marketing structure.4. Why are intermediaries used in marketing?The use of intermediaries results from their greater efficiency in making goods available to target markets. Through their contacts, experience, specialization, and scale of operation, intermediaries usually offer the firm more than it can achieve on its own. From the economic system's point of view, the role of marketing intermediaries is to transform the assortments of products made by producers into the assortments5 wanted by consumers.5. Tell briefly the intermediaries in both domestic and international marketing. An agent or broker brings together buyers and sellers but does not take ownership of the products being traded. A wholesaler is a business that buys large quantities of an item and resells them to retailers. Wholesalers do not usually sell directly to final users of a product. A retailer is a store or other business that sells directly to the final user. Retailers are located at shopping malls, open markets, small shops, or large retail stores. Retailers attract the attention of potential customers through product selection, convenience, product quality, sales staff assistance, and special services.Retailers are in the form of many different kinds of stores. Convenience stores usually locate near other shopping or near the homes of potential customers. Prices may be higher since smaller quantities of convenience or necessary items are carried by these stores. General merchandise retailers offer a larger variety of product types and offer more service than convenience stores. Supermarkets, department store, discount stores, warehouse club stores, and outlet stores are part of the general merchandise retailers. Specialty stores cater to one particular area such as shoes, furniture, clothing, flowers, etc. Direct sellers include mail order, telephone contacts, and door-to-door marketing. Electronic retailers are common on home-shopping TV.International trade may include intermediaries different from domestic companies. An export management company (EMC) provides complete distribution services for businesses that desire to sell in foreign markets. Export trading companies (ETC) are full-service global distribution intermediaries. An ETC buys and sells products; conducts market research; and packages, ships, and distributes goods abroad. Freight forwarders ship goods to customers in other countries. Like a travel agent for cargo, these companies get an exporter's merchandise to the required destination. A customs broker is an intermediary that specializes in moving goods through the customs process which involves inspection of imported products and payment of duties.Packaging is an important part of the marketing process, especially for international trade. When preparing for international shipping, an item should be packaged to avoid breakage, maintain the lowest possible收集于网络，如有侵权请联系管理员删除weight and volume provide moisture-proof surroundings, and minimize theft. Shipments going by land or sea require strong containers.6. What is logistics system? How a company deals with its logistic distribution? Briefly describe it.Physical distribution refers to the physical requirements necessary to move a product from producer to end-user; it can also be called a logistics system. The major logistics functions include order processing, warehousing, inventory management, and transportation.7. What are the documents that would be prepared for international distribution?Shipped items must be accompanied by shipping and billing documents, with copies going to various departments. These documents may include: 1.) A bill of lading is a contract between the exporter and the transporter. This form describes the weight, number, and value of goods along with the names and addresses of the seller and buyer. 2.) Certificate of origin documents the country in which the goods being shipped were produced.3.) Export declaration is required by the U.S. Department of Commerce for shipments with a value of more than $500. This form lists the information on the bill of lading along with the name of the carrier and exporting vessel. And4.) Destination control statement verifies the country to which goods are being shipped. This document notifies the carrier and all other handlers that the shipment may only go to certain destinationsChapter 14 Multiple choices B C A D B A D C B D A D B1. What is promotion? What is promotion mix?Promotion is one of the major elements of the marketing mix of the business. Promotion is a form of persuasive communication, or getting others to do what marketers want them to do.The combination of different forms of promotion is called the promotional mix. 2. What are the differences among informative, persuasive, and reminder advertising? In what circumstances might a company use each?Informative advertising is the advertising used to inform consumers about a new product or feature and to build primary demand. An informative advertising is telling the market about a new product, suggesting new uses for a product, informing the market of a price change, explaining how the products works, describing available services, correcting false impressions, reducing buyers’ fears and building a company image. Persuasive advertising is to build selective demand for a particular brand (later growth and early maturity stages). It is the advertising used to build selective demand for a brand by persuading consumers that it offers the best quality for their money. Persuasive advertising is about building brand preference, encouraging switc hing to the brand, changing buyers’ perception of product attributes, persuading buyers to purchase now and persuading buyers to receive a sales call.Reminder advertising is advertising used to keep consumers thinking about a product. As a reminder advertisement, it is very important to remind buyers that the product may be needed in the near future, tell them where to buy it, keep it in buyers’ minds during off-season and maintain its top-of –mind awareness.Informative advertising is heavily used in the pioneering period. (During introduction and early growth stages its object is to build primary demand). Persuasive advertising is very important in the competitive stage; Reminder advertising is for mature products (later maturity and decline stages).3. What are the push and pull strategies?A push strategy is a promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to wholesalers, the wholesalers promote to retailers, and retailers to customers. It involves “pushing” the product through distribution channels to final consumers.收集于网络，如有侵权请联系管理员删除。
全球营销学 国际市场营销答案
第一章3. Describe some of the global marketing strategies available to companies. Give examples of companies that use the different strategies. (1)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.5. Describe the difference between ethnocentric, polycentric, regiocentric, and geocentric management orientations(1)Ethnocentric 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.第二章1. Explain the difference between market capitalism, centrally planned capitalism, centrally planned socialism, and market socialism. Give an example of a country that illustrates each type of system.（2）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)4. A manufacturer of satellite dishes is assessing the world market potential for his products. He asks you if he should consider developing countries as potential markets. How would youadvise him? (2)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.第三章1. What are some of the elements that make up culture? How do these find expression in your native culture?（3）Culture is a collection of V alues, 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.第五章1. Explain how information technology puts powerful tools in the hands of global marketers.(5)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.5. What is the difference between existing, latent, and incipient demand? How might these differences affect the design of a marketing research project?(5)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 undiscovered segment .It’s a market in which demand would materialize if an approp riate 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 marketers. When is appropriate to use each technique?(5)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3. Compare and contrast standardized, concentrated, and differentiated global marketing. Illustrate each strategy with an example from a global company. (6)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)7. What is a high-touch product? Explain the difference between high-tech product positioning and high-touch product positioning. Can some products be positioned using both strategies? Explain. (6)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 buyer s’rational criteria and evoking an emotional response. Nokia, for example, combines technical performance with a fashion orientation.第八章4. What criteria should global marketers consider when making product design decisions?(8)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. Globalmarketers 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 tool2. How do local, international, and global products differ? Cite examples.(8)Local 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)7. Briefly describe various combinations of product-communication strategies available to global marketers. When is it appropriate to use each?(8)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 marketProduct-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1. What are the basic factors that affect price in any market? What considerations enter into the pricing decision?(9)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 or the environmental factors described in the last section.2. Define the various types of pricing strategies and objectives available to global marketers?(9)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 competitors第十章2. What factors influence the channel structures and strategies available to global marketers?(10)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.。
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Ex-chapter13-IMC
Ex-chapter13-IMC1、The role of ____________ is to create good relationships with the popular press and other media to help companies communicate messages to their publics.A、advertisingB、trade showsC、direct sellingD、sales promotionE、public relations正确答案： E2、Aspects of integrated marketing communications work best when coordinated and reinforced with a consistent ______________ campaign.A、direct sellingB、public relationsC、personal sellingD、InternetE、advertising正确答案： E3、Of all the elements of the marketing mix, decisionsinvolving ___________ are those most often affected by cultural differences among country markets.A、direct sellingB、public relationsC、the InternetD、advertisingE、sales promotion正确答案： D4、The number one advertiser (based on dollars spent) in the world is:A、Procter & Gamble.B、General Motors Corp.C、Unilever.D、Ford Motor Co.E、AOL Time Warner正确答案： A5、Ron Thorne is an international marketing manager. He has just succeeded in creating a new advertising campaign for a new teenage deodorant from a well-known U.S. manufacturer. As he reviews his successes and failures with his campaign,he is reminded that his most daunting task (the most difficult) during the construction of the campaign came from a particular step in the process. This step also frustrates and challenges almost all international marketing managers. Which step is Mr. Thorne most likely referring to?A、perform market researchB、specify goals of the communicationC、develop the most effective message(s) for the market segments selectedD、select effective mediaE、compose and secure a budget正确答案： C6、With respect to the seven steps of the international communications process, which step ultimately affects the accuracy of the process?A、an information sourceB、encodingC、a message channelD、decodingE、all seven steps can ultimately affect the accuracy of the process正确答案： E7、Once a message, in the international communications process, has been decoded, it goes to the ______________ stage.A、feedbackB、receiverC、message channelD、encodingE、noise正确答案： B8、_____________ is one of the major barriers to effective communication through advertising.A、LanguageB、International signsC、Physical gesturesD、Body languageE、all of the above would match the statement正确答案： A二.判断题（共7题,47.2分）9、Integrated marketing communications primary function isto link electronic and print advertising under one function. 正确答案：×10、Sales promotions are short-term efforts directed to the consumer or retailer to achieve such objectives as consumer-product trial or immediate purchase.正确答案：√11、The first step in any good international advertising endeavor is to pick a market segment that will receive an advertising message.正确答案：×12、One of the reasons that a marketing communication may fail is that the message that is received by the intended audience is not understood because of cultural interpretations.正确答案：√13、Decoding errors often occur because a word in one language means something else in another language.正确答案：√14、For many countries language is a matter of cultural pride and preservation. The best example of this is the United States.正确答案：×15、Factors that impact international advertising in almost every market are media availability, cost, coverage, and appropriateness of the media.正确答案：√。
（完整版）国际营销简答题
（完整版）国际营销简答题4’*5=20分1.What are the stages of life cycle of product? Provide a short description for each of them. Chapter1P41.product development: development &research (D&R )costs mount2. Pre-introduction:marketing planning is involved, especially promotion costs mount3. introduction--distribution/price strategyAn initial low pricing policy to get into the market, though with little competition, price may be high initially to recoup development costs. Selection of a distribution model to get the product onto the market.4. growth--sales revenues outnumber costsThe growth stage is typically characterized by a strong growth in sales and profits.5.maturity成熟-competition is getting fierce, and profits level off. This is probably the most competitive time for most products and businesses need to invest wisely in any marketing they undertake.6. decline-sales /prices/profits drop; consumers are seeking for new productsEventually, the market for a product will start to shrink.2.What difficulties did Wal-Mart encounter遇到when it tried to expand Chinese market, and how did Wal-Mart solves these problems according what you have learned inthis semester? Chapter3 P50Regionalism:Wal-Mart have difficult in interprovincial transportation and distribution of the products they cover.How:Wal-Mart encourages suppliers that sell nationwide to use the distrubution center and offers back-haul services from their local /doc/4d18931167.html,e distribution centres and back-haul trucks.Nontariff Trade Barrier:government efforts to keep Chinese products on, and imported products off shelves.How:Chinese customers are still interested in trying new, imported goods. Financial Matters:Regional fragmentation of finance regulation, tax laws, and other institution has effect on the payment side of the supply chain. How:Wal-Mart has worked with the Chinese government to set up a holding company to consolidate joint venture distribution and finance. Inefficient LTL & Private, Nationwide Parcel Delivery:The choice of service providers is limited, and tracking, pickup, and delivery are unreliable.How:Chinese state-owned transport firms and foreign freight or parcel companies have recently been established.3.List at least five international market entry strategies, and provide a short description for each of them. Chapter2 P37 Exporting：Sell products /goods/visible commodities to the buyers fromdomestic markets to oversea marketsAgency：A global company grants an organization ( called as an agent )to sell its productsFranchising: Franchising is the practice of the right to use a firm's successful business model and brand for a prescribed period of time. For the franchiser, the franchise is an alternative to building "chain stores" to distribute goods that avoids the investments and liability of a chain. Contract Manufacturing :A contract manufacturer ("CM") is a manufacturer that contractswith a firm for components or products. It is a form of outsourcing.Management contracting: A management contract is an arrangement under which operational control of an enterprise is vested by contract in a separate enterprise that performs the necessary managerial functions in return for a fee.Original Equipment Manufacture (0EM):Original equipment manufacturer (OEM) is a term used when one company makes a part or subsystem that is used in another company's end product.FDI4.Make a comparison among absolute quota(绝对配额）/tariff-rate quotas(关税配额）/voluntary export restraints (VERs 自愿出口限制）absolute quota:To impose a maximum amount on the quantity or amount of imports of certain commodities for a specified period of time.tariff-rate quotas:The importing country sets a quantitative limit on the quantity of imported goods, and applies a higher or general tax rate to the goods imported after exceeding the limit Voluntary export restriction: is an action unilaterally taken and implemented by the exporting country. It is called "voluntary" and means that the exporting country has the formal right to cancel or modify the restrictive measures.5.Why do marketeers want to expand overseas markets, carrying an established product? Chapter7 P122 Saturation: the home market has peaked and is now saturated with your product.Declining interest：Foreign demand：receiving an unsolicited demand from a foreign buyer. Share enlargement: flush with cash or energized with curiosity,they wish to increase their sales by increasing their/doc/4d18931167.html,petition Exchange value: the value of national currencies can fluctuate wildly, often with deleterious effects on domestic companies.when production cost rise and domestic buying power declines, the marketeer have no choice but tolook offshore for customers.Preproduction penetration: prior to setting up full scale offshore production, a company will sell to the targeted market as a way of testing demand , observing price elasticity, or educating the population about a product. Government request: many developing countries finance their growth through exports, since domestic buying power is limited.6.Internet research is becoming widespread nowadays. Can you illustrate the benefits and shortcomings of internet research?Benefit: speed, immediacy, and a complete disregard for physical distance.1.focused and purposeful (so not recreational browsing),/doc/4d18931167.html,es internet information or internet-based resources3.tends towards the immediate (drawing answers from information you can access without delay)4.tends to access information without a purchase price. shortcomings1.unrecognized bias,2.difficulties in verifying a writer's credentials3.not be the most suitable resources to answer a particular question1.Advertising campaign 广告营销A planned set of adverting messages repeated in a variety of media./doc/4d18931167.html,modity 商品Any article exchanged during trade. More commonly, it’s used to refer to raw materials.3.Consumer products 消费品Goods purchased by individuals or households for their personal use, as opposed to products purchased by businesses.4.Created market 新创市场A market where a product is placed on offer with no previous demand.5.Distributor 分销商A company that undertakes to purchase products from the manufacturer for resale in a given market.6.Dumping 倾销The export of goods to a market for sale at a price below actual production cost in an effort to gain market share.7.Exchange risk 外汇风险The risk associated with the potential for a change in the market value of currencies that occurs between the time an international contract is agreed upon and when payment is actually made.8.Expropriation 征用The forcible takeover by a local government of a foreign business operatingwithin its borders. The seizure generally happens without payment.9.Found market 新发现市场A market wherein consumer demand initiates the development of goods or services to meet that demand.10.Hard currency 硬通货National currencies that hold an internationally stable valueover an extended period and have great ease of exchange.11.Marketing max 营销组合The combination of the marketing elements of product, price, place and promotion to generate the sale of goods or services.12.Market research 市场调研The objective and systematic process of locating and analyzing information for making decisions about a specific market or product.13.Niche marketing 利基营销/补缺营销Marketing strategy in which a company focuses its entire effort on a small, specialized segment of a larger market.14.On-the-ground 实地考察Research or information acquired in the actual market that’s the subject of the research.15.Penetration 市场渗透The degree to which a product and its promotion have attained market share in any targeted market segment.16.Positioning 市场定位The way that custom ers perceive a company’s product in relation to that of its competition.17.Product life cycle 产品生命周期The series of stages through which a product passes, including development, introduction, growth, maturity and decline.18.Segmentation 市场细分A strategy wherein a large market is subdivided into ever smaller pieces, with each new segment being the focus of its own marketing plan and effort. 19.Soft currency 软通货National currencies that have an unstable international value and are difficult to exchange, due t o the issuing nation’s lack ofrecognized reserves.20.Statistical research 统计研究A method that utilizes date and measurements to determine consumer behavior and potential demand.。
国际市场营销英文练习题库及答案
1. Management with a geocentric orientation viewing the entire world as a potential market and striving to develop an integrated world market strategy.2. Marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitors do.3. Product concept is such an idea that consumers will favor products that offer the most quality performance and features, and that the organization should therefore devote its energy to making continuous product improvement.4. The production concept is such a philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency.5. The goal of differentiation principle is to create competitive advantage.6. What does global localization mean? Thinking globally and acting locally.7. EPRG Framework consists of Ethnocentric orientation, Polycentric orientation, Regiocentric Orientation, Geocentric Orientation.8. Three principles of marketing includes value principle, differentiation principle, focus principle.9. Which management philosophy holds that achieving organizational goals need to determine the needs and wants of target markets. Marketing concept, social marketing concept.10. Marketing is a social and manager process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.√对1. European union is a kind of Economic Unions.2. Two or more countries agree to abolish all internal barriers to trade among themselves, Then they establish a Free trade areas.3. Power distance index(PPDI Refers to the extent to which the less powerful member of a society accept- even expect- that power is to be distributed uniquely.4. Lower middle income countries, also known as less developed countries/LDCs.5. Expropriation is a kind of political risk.6. High income countries also known as advanced industrialized postindustrial or first world countries.7. Self -reference criterion(SRC) refers to the unconscious reference to one's own cultural values.8. Market Allocation relies on consumers to allocate resources.9. Which of the following belongs to the most of delusion of equity control?Expropriation, Confiscaction, Nationalization, Creeping expropriation.10. In a high context country lawyers is less important , a person's word is his or her bond, responsibility for organizational error is taken by highest level, people breathe on each other.11. Sovereignty refers to the spring and independent political authority of a country.12. There are three types of economic systems, namely capitalist, sociologist, and mixed.13. There are four stages of market development, namely low income countries, lower middle income countries, upper middle income countries, and high income countries.14. Culture can be explained by ways of living built up by a group of human beings which are transmitted from one generation to another.15. Maslow's hierarchy of needs is a useful theory of human motivation that helps explain cultural universals.1. Segmentation is defined as the process of dividing the world market into distinct success of consumers that behave in the same way or have similar needs.2. Demographic segmentation is dividing the world based on measurable characteristics of populations, such as age, gender, income, national income, education and occupation, etc.3. Behavior segmentation focus on whether people buy or use a product, how often and how much they use it.4. Targeting is the act of evaluating and comparing the identified segments in order to select one or more of them as prospects with the highest potential.5. Differentiated global marketing entails targeting two or more distinct segments with different marketing mixes.6. Positioning is the location of a product in the mind of its customers，that is positioning is what happens in the mind of the customer.7. High-tech positioning is a kind of positioning strategy for products which are ppurchased on concrete product features; Bears already have processed or wish to acquire considerable technical Information.8. Core product consists of the core, problem solving benefits that consumers seek when they buy a product.9. Product life cycle is the cause of a product's sales and profits over its lifetime.10. Then company sells exactly the same product or service with the same advertising as used in the home country ,in some or all world market countries or segments, we say the company chooses a dual expansion strategy for global product expansion.11. Transfer pricing refers to the pricing of goods and services bought and sold by operating units or divisions of a single company.12. Price escalation is the increase in a product's price as transportation ,duty and distributor margins are added to the factory price.13. Distribution channel refers to an organized network of agencies and institutions which in combination perform all the activities required to link producers with users to accomplish the marketing task.14. The width of distribution channel is depending on the number of intermediaries in each level of channel.15. Promotion refers to all forms of communication used by organizations to inform ,remaind,explain, persuade, and influence the attitudes and buying behavior of customers and other persons.16. Advertising refers to any sponsored paid message placed in a mass medium.17. The goal of public relations is to build good relations with company's various publics.18. Personal selling is the interpersonal art of the promotion mix, which involves two -way ,personal communication between salespeople and individual customers-whether face to face ,by telephone,through video conferences ,or by other means.19. Sales promotion refers to any consumers or trade program of limited duration that is tangible value to a product or brand.20. The goal of sales promotion is to encourage the purchase our sale of a product or service through the short term incentives.21. ST p refers to segmentation positioning and targeting.22. Consumer products contains of convenience, shopping, specialty ,and unsought products on the basis of how they are purchased.23. Sure, when the design product. We need to consider such factors as preferences, cost, laws and regulations ,compatibility and so on.24. What are the factors influencing price setting? Pricing objectives, competitive prices, demand for the product, cost.25. Which of the following a new product pricing strategies? Market skimming pricing, Market penetration pricing.《国际技术贸易》习题2一、单项选择题1.《马德里协定》生效的时间是（）2.国际合作生产的主体（）。
国际市场营销（第十六版）参考答案
国际市场营销（第十六版）参考答案Keys to the exercises of Chapter1Marketing’s Value to Consumers, Firms and Society1.Multiple choices.(1)B(2)D(3)C(4)D(5)A2.Terms translation.(1)营销(2)融资(3)顾客满意度(4)计划经济(5)社会责任(6)中间商(7)合作者(8)销售时代(9)营销伦理(10)规模经济3.True or false.(1)F(2)T(3)T(4)T(5)T(6)T(7)F(8)T(9)F(10)T4.Fill in the blanks.(1)Economics of scale(2)E-commerce(3)Customer value(4)spatial separation(5)Standardization and grading(6)collaborators(7)command(8)sales(9)marketing(10)micro-macro dilemma5.Answer the following questions.(1)There are seven main functions of marketing:selling,pricing,financing, promotion,distribution or channel management,product or service management, marketing information management.(2)Marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client.(3)Micro-marketing refers to the marketing of products or services designed to meet the needs of a very small section of the market.Macro-marketing is a social process that directs an economy’s flow of goods and services from producers to consumers in a way that effectively matches supply and demand and accomplishes the objectives of society.As the same with micro-marketing,macro-marketing is also concerned with the flow of need-satisfying goods and services from producer to consumer.However, the emphasis with macro-marketing is not on the activities of individual organizations.Instead,the emphasis is on how the whole marketing system works.(4)Production orientation refers to making whatever products are easy to produce and then trying to sell them.Marketing orientation means trying to carry out the marketing concept.Instead of just trying to get customers to buy what the firm has produced,a marketing-oriented firm tries to offer customers what they need. (5)Open-ended.Keys to the exercises of Chapter2:Evaluating Opportunities in theChanging Market Environment1.Multiple choices(1)C(2)B(3)D(4)B(5)A2.Terms translation(1)公司宗旨(2)竞争环境(3)可持续的竞争优势(4)竞争对手分析(5)经济环境(6)文化和社会环境(7)国民总收入(GNI)(8)智能代理(9)民族主义(10)可持续性3.True or false(1)T(2)T(3)F(4)F(5)T(6)F(7)T(8)T(9)F(10)T4.Fill in the blanks(1)mission statement(2)monopoly(3)opportunities(4)Artificial intelligence(AI)(5)intelligent agent(6)Nationalism(7)Free trade(8)competition(9)return on investment(10)Sustainability 5.Answer the following questions(1)The marketing manager should be heard when the company is setting objectives. But setting whole-company objectives—within resource limits—ultimately is the responsibility of top management.T op management must look at the whole business, relate its present objectives and resources to the external environment,and then decide what the firm wants to accomplish in the future.(2)Many firms try to avoid this problem by developing a mission statement,which sets out the organization’s basic purpose for being.A good mission statement focuses on a few key goals rather than embracing everything.It should guide managers in determining which opportunities to pursue.(3)To find its strengths or recognize weaknesses,a firm must evaluate its functional areas(production,research and engineering,marketing,general management,and finance)as well as its present products and markets.(4)Sustainable competitive advantage refers to a marketing mix that customers see as better than a competitor’s mix andcannot be quickly or easily copied.The search for some sort of competitive advantage—requires an understanding not only of customers but also of competitors.That’s why marketing managers turn to competitor analysis—an organized approach for evaluating the strengths and weaknesses of current or potential competitors’marketing strategies.(5)open-ended.。
英文版国际营销重点及答案
国际营销International Marketingis the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.国际营销市场细分International marketing market segmentationEnterprises after entry into a foreign market, due to customer demand is varied in the country, businesses cannot meet all the needs of customers, and can be broken down into a number of markets, meet the needs of one or several markets.After that when the company decides to enter an overseas market, it will find that customer demand on the local market there is still a difference, need to be further subdivided into a number of markets, with a view to selecting one or several markets to target markets.文化culture（1）is the sum of the "value, rituals, symbols, beliefs, and through processes that are learned and shared by a group of people ,then transmitted from generation to generation."（2）Is the human made part of human environment-the sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society营销渠道Marketing channelsMarketing (Marketing channels) refers to the product or service path along the transfer, transfer from participating product or service activities in order to make the product or service is easy to use or consumption of all organizations.销售促进销售促进（英文为：Sales Promotion，简称SP）Sales promotion (English: Sales Promotion, known as SP), also known as a marketing promotion, it is an enterprise using a variety of short-term incentives to encourage consumers and brokers to buy promotional activities, distribution of products and services.1.国内营销与国际营销区别和共同点International marketing is developed on the basis of marketing. As the different branches of marketing, international marketing and domestic marketing of existing linkages, and differentiated.(A)Link1. Based on commonality of international marketing and domestic marketing are based on the principles of economics as a theoretical basis.2. Consistency of concepts in contemporary economic activity, international marketing and domestic marketing concepts are consistent in nature, are "marketing concept" as a guiding principle, to meet consumer demand and user-centric.3. Operation is easy, in management, international marketing and domestic marketing there is often a certain amount of contact. Their business processes, international marketing is an extension of domestic marketing(B) the difference1. International marketing environment has become more complex2. Uncertainties facing the international market moreChanging trend of the market demand for our products, as well as consumer buying motives, consumer psychology, evaluation of products, it is difficult to determine. Enterprises ' difficulty in timely, accurate information about competitors ' reactions, and multinational market research more difficult. Companies are struggling to choose the more suitable advertising media and advertising tools, selection and control of international marketingchannel is more difficult to determine.3. selection of international than domestic marketing more diverse, more difficult.4. International marketing marketing harder2.文化具有哪些特点？文化具有的一些特征。
国际营销(双语)期末章节重点
国际营销(双语)期末章节重点考试题型：单选10×1 判断并改错5×3 名词解释5×4简答5×6 论述1×10 案例分析1×15第一章The Scope and Challenge of International Marketing一、名词解释1、international marketing 国际市场International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and service to Consumer or users in more than one nation for a profit.2、uncontrollable elements 不可控因素The elements of business environment which beyond the control of companies.3、SRC Self-Reference Criterion 自我参展标准An unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decision. 4、Global Awareness 全球意识Tolerance of cultural difference and knowledge of cultures, history, world marketpotential, and global economic, social, and political trends.二、简答2、“. . . the marketer’s task is the same whether applied in Dime Box, Texas, or Dar es Salaam, Tanzania.”Discuss.The only difference between domestic marketing and international marketing is that the activities take place in more than one country. Therefore, the marketing task is the same throughout the world.As the business’s goal is same in different place, which is to make profit by promoting, pricing, and distributing products for which there is a market. In the other word, the task never change, which are deal with controllable elements and uncontrollable elements.4、Discuss the four phases of international marketing involvement.国际市场营销的四个阶段The first phase is domestic firms which have no foreign business activity except those sales made to foreign customers who come directly to the firm.The second is domestic firms which have temporary surpluses which are sold abroad on an availability basis with no intention for continuing market representation.The third is the domestic firms that have permanentproductive capacity which is used toproduce goods which are sold on a continuing basis in foreign markets. The fourth is the international company that producesa product for the world market.5、Discuss the conditions that have led to the development of global markets. 讨论导致全球市场发展的条件。
国际营销英文版(自己亲手整理)
CH11. Definition of MarketingMarketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. 2. Core Concepts of Marketinga. Target Markets ＆Segmentationb. Needs, Wants, and Demandsc. Product or offeringd. Value and satisfactione. Exchange and Transactionsf. Relationships and networksg. Marketing channelsh. Supply Chaini. Competitionj. Marketing Environment 3、 Simple Marketing SystemIndustryMarket（a collection of sellers ） a collection of buyers ）4. Company Orientations(导向) Towards the Marketplace（1）production concept 生产导向 expand resources→ Consumers prefer products that are widely available and inexpensive daily commodities （生活须品） (成本) （价格） （2）product Concept 产品导向 research development ，innovation→ Consumers favor products that offer the most quality, performance or Innovative features.（reliability ） （speed ）Risky（3）selling concept 销售导向 advertise, promote sales→ Consumers will buy products only if the company aggressively promotes/sells theseproducts. （4）marketing concept 市场导向→ focuses on needs/wants of target markets&delivering value better than Competitors 5. Customer Delivered Value（a ） the Selling conceptStarting point focus means ends（b ） the marketing Concept6. Evolving Views of Marketing’s roleprofits through sales volume selling and promotionExisting products Factoryprofits through customer satisfactionIntegrated marketingcustomer needss Marketa Marketing as an equal function b. Marketing as more important function. ProductionC.Marketing as the major function d . The customer as the Controlling factor other sections need to Serve for Marketing and achieve the marketing needse. The customer as the Controlling function and marketing as the integrative function.project manager 项目经理→Solve Customer’s problems and Contact the customers 7. need 、want 、 demandneed: basic requirements for people’s survival （ food, clothes ） want: more advanced/specific requirements （coke, KFC ）demand: not only specific requirements but also the ability of payment 8. The Four Ps The Four Cs Marketing Mix （营销组合）【Combination of techniques and skills and marketing condition 】➢ Product →Customer Solution （not only Consider the quality, performance, features ofproducts but also brand, related service）➢Price→定价cost of production, profits, demand, competitors.➢Promotion→specific methods used to push customers to buy product（gifts. discount, Coupon）give stimulators➢place→move the product from the manufacturer➢where we buy→retailers （distribution channels）, where the market locatedThe Four Cs➢Convenience for place➢Customer Solution products + services➢Customer Cost customers are more likely to but Products with more convenience➢Communication for Promotion information about the product, company, promotional information（benefits）though media, face-to-face communications9. Customer Satisfactioncustomer Satisfaction →value →benefit ÷cost①increase the benefits and reduce the costs at the same time→technology changeiphone, car②increase the benefits reserve the cost steady at the same time→手机、加量不如价③reserve the benefits and reduce the costs at the same time→促销（New Arrival）④increase the benefits by more than increasing the cost→iphone Plus⑤reduce the cost by more than reducing the benefits10.transaction 交易five Conditions must be satisfied to achieve transaction①at least two parties②each party must have something valve to the other party③each party is capable of the ability of communication and delivery④each party believes appropriate or desirable to deal with other parties→both of them canbenefit from the transaction not a zero Sum game but a win-win gameone winner one loser⑤each party is free to accept or reject the exchange and offer→not much interference（government）11.Scope of market10 terms of entity can be marketeda)Goods产品（physical goods实物）b)Service 服务（insurance, security, medication）c)idea （innovation, creation, new tech, small company with technology sell itself）d)persons （组织人）e)information→Culture related products→movief)property→expensive product(real property不动产house, building)real estate 房地产（persuade to buy real property）financial property（stock、bound债秀、future期货）g)experience体验→theme park、翔伞、真人CSh)event→Olympic games, Expo, Shows, trade fairi)place→scenic sports, cities, countries (investment)j)organization→(universities, hospital，museum）12.Four levels of Competition1)brand competition→company Sees the competitors as other companies offering same products or Services to the Same customers at similar prices大众Vs丰田top and second in sales, same level of salesprice花冠、高夫w迈腾-suv途锐in2)industrial competition→company Sees the competitors as all companies that make the same products 大众VS宝马VS奔驰VS起亚all provide cars, how to compete with othersdesign a new model 向上→辉腾向下→高尔夫（cheap）多品牌竞争大众（斯科达、西雅特）宝马BMW斯莱斯（奥迪、宾利）mini cooper（兰博尼、布加迪）3)form competition→company sees the competitors as all the companies that supply the same services 大众→transportation→motor bike BMW produces motor bike本田、雅马哈、川崎摩托车4)generic Competition→company sees the competitors as all the companies that compete for the same customers＇dollars大众→people→same sun of money 10万（car/house/travel）CH2 Winning Markets: Market-Oriented Strategic planning1.market-oriented strategic planningachieve profits and growth➢objectives→start from the Head office to each division➢resources→money, human resources, capital., raw material.(skilled workers, basic labor)Relations, technology resources, place resources➢skills→Special methods will be used or applied to achieve or realize the objectives➢opportunity→policy（reform and opening up, e-car, government Support, diplomatic relationship）Japanese cars→USA（economical）oil crisisbusiness unit业务单位2.objectivesCorporate and division strategic planningbusiness unit planningthe marketing processproject level planningthe marketing plan3.Strategic-Planning, Implementation and Control ProcessPlanning Implementation Control4.Define the corporate mission→What shoud be done for the company*values: culture of company*competitive Scopes:a)industry Scope→industry or range of the industry in which the company operate美的→家电领城（白色）索尼→电子产品奥克斯空调→车b)products and application scope→the product that company will supply富士康OEM provides services for big companyc)Competence scope竞争力→know the range of technology and other core competence董明珠→空调、电池NEC→TV、laptopapple→iOS, Chips, designingd)market Segment Scope→the type of market or the customersthe company will serve→group of the customers sharing same similaritybased on education, income, age…phones→income，age，sexe)vertical scope 垂直范围→the company have the number of channellevels from raw materials to final products and distnbution→Start with one Company and end in another companyDesigning, manufacturing, resembling, distributingonly cover one industry that they have advantage in apple: design, marketing, never produce raw material, never resemble productsf)geographical scope→range of regions and countries in which the company will operaterestaurant→local5.Establishing Strategic Business Units（SBU）建立战略义务单位*three characteristics of SBU①It’s the Single business, which is separated from the rest of the companyBMW -lots of sections, but it has different business unitsSBU- motorbike②It has it’s own Competitorsmotorbikes of BMW VS雅哈…→摩托③It has its own manager who is responsible for strategic planningand profit, performance管宝马摩托的经理与管宝马汽车的经理是平级的*Sign分配how to sign the resources?to the business unitsin order tohead office must evaluate the performance, profit, potential of the business unit.(重点)The Boston consulting Group＇s Growth Share Matrix矩阵Question Mark➢high market growth rate and low market share➢most business units Start from question mark➢need a lot of money, investment, resources to develop its market shareexpand the production→buy more machines, raw materials, hire more employees, build more factories➢result: not sure they have to think hard whether to continue to pour their money into this or not●Stars(不一定赚钱，甚至还需要继续投资) most shining ones 最需要钱→are the leaders of high market growth rate and high market share→Star was question mark oncealways show great performance in both growth market&market share*Where star makes money？Star不定赚钱公司要继续砸钱以保持优越Star doesn’t necessarily make a profit, the company still need to continuously pour the cash （money）to reserve the high growth rate＆market share●Cash Cow最赚钱impossible to develop quickly→is the former star of slow growth rate and the largest market share→produce a lot of cash for the company*why？1)the largest market share2)higher profit rate利润率→pays the company’s bills Income heavily rely on cash cowit supports＂other business units●Dogs不赚钱，甚到还会亏→are business units with weak market share→in low growth market maybe from cash Cow or question marks→make low profits or even lossSpecific Strategies for each sale (不是一一对比，一个sale可用1-2个strategy）（a）build the object of build strategy is to increase the market share even giving up short-term earning if that purpose of achieving.it is necessary→always need large investmentappropriate for question Marks/ Stars until it becomes star饿了么滴滴、支付宝红包、微信摇一摇→billions dollars for marketing（b）hold to preserve market shareSuitable for strong cash cow→mate sure it can continuouslyAchieve positive cash flow foreign language training young students’ study（c）harvest increase the short-term cash flow regardless of the long-term effect, make sure to make money within a short period of time→don’t care about the futuremaximize the use of the final profitwithdraw the business and get money back quickly reduce the cost input成本下降利润上升→cast flow reboostedSuitable for dog, question mark, weak cash cow马自达内置差一点，价格降一半4）divest剥夺放弃to sell the business because the resources can be better used elsewhere sell stars, question marks to Small company诸基亚手机大公司垃圾是小公司的宝贝Product Life Grade Theory （three stages）（USA→always new products）1) new product Stagenew product will only be produced and sold in the United States because of lag:A. imitation lag 模仿滞后（it takes time for another country to make similar product, long time to copy or imitate train employees）B. demand lag 需求滞后（they have no idea about the product. It takes time to develop a market and create demand）2)maturing stageexport this new product to other developed countries （similar market Condition→income, interest, habit）make the same product in Eu and Japan, sell them to the local market→production cost, transportation cost, better local servicelocalization export↓try to buy the same product from other developed countries→economic choice, manufacture advantages3)standardized stageeven the developing countries can make the same product, have quality control, more manufacture to developing countriesgive up manufacture and buy products*How does the USA reserve its advantage in export? Innovation.CH3 Analyzing Consumer Markets and Buying Behavior**Buying Behavior: Study how individuals and groups, organizationsSelect, buy, we, and dispose of goods, services, ideas or experiences tosatisfy their needs and desires. 1. Simple Response Model （external 外部）↓ ↓sales promotion: discount internal decision advertising based on personalities reference group age, gender government）①Economic ： policy →exchange rateRevaluation of RMB →buy abroadDevaluation of RMB →buy domestic products 贸战②IT →buy online（不针对某品）③political: 萨德，中韩关系break of the relationship④Cultural: culture -related productsHollywood movies, KFC, MCCultural Factors1. Culture is the most foundamental determination of the people’s behavior.When a child grow up in the USA, he/she is exposed to these cultural values: freedom, achievement and success individualism ……（1）freedom ： independence （leave family earlier than in China ）right(do sth. freely ） （2）achievement and success: how much contribution you can make to the society（3）individualism: emphasize on individual characters and seek more individual benefits or rights（4）efficiency and practicability: 效率和实践性trying is encouraged深圳速度→efficiency（5）material comfort物质享受（6）humanitarianism人道主义2. Subculture→each culture consists of smaller subcultures that provide morespecific identification and socialization for their membersnationality国籍racial groups种族geographical region地理位置在美中国人→餐饮、IT黑人→taxi driver白人→businessdo similar things3.Social class→are relatively homogeneous and divisionalthey are hierarchically or deal and their members share similar valves, interests and behavior, show distinct products and brand preference→income, education and occupationPeople in the USA are divided into 7 cases.1)Top class: “upper upper”less than 1％of USA’s population→Social elites who live on inherited wealth, they give large sums to charity and maintain more than one home. They send their children to top Schools.This small group serves as a reference group for others.标杆make contribution to the country表率作用how much you donate this year2)“lower lower＂:more than 7% of the population→people on welfare, visible poverty, Usually out of work and some of them are uninterested in finding a permanent work. most depend on the charity, social aid for income→jobless people, don’t like to workbeg restaurant for basic food, sleep in the park3)lower upperPeople coming up from the middle class who have earned high income or wealth through professions (professional sills→lawyers, dentists, scientists, engineers）or business, they tend to be active in Social and civic affairs.They buy status symbol products （top brands）and hope to be accepted in the “upper upper”about 2% very rich or powerful in politics施瓦辛格→加州州长4）”middle class”: about 32%, average pay, white and blue collar workersthey often buy -popular products （普通商品not very expensive）to keep up with the trend. they believe in spending more money on experiences for their children and aiming them towards college educationWorking class4. personal influence①age and family life Cycle Stage②lifestyle③occupation→economic circumstance④personality& self-concept5. Maslow＇s Hierarchy of NeedsSelf-actualization（setf-development and realization）→top class already achieve recognition Esteem needs（self-esteem,recognition）→receive more respect,recognition(donate,buy, luxuries) Social needs（Sense of belonging, love）→学生不买车买衣服书Reflect social status, buy things belong to the group Safety needs（security-protection）→qualityPsychological needs（food, water, shelter）→quantityCH4 Marketing Channels1. What is marketing channels？→refers to the middle man or intermediaries who are involved in the process of moving the products to the buyers and customers.2. two groups of channels1) merchants→deeply involved in buying and selling. They have to buy the products first and then resell. They have the title(ownership) of goods. They make money by price difference.e.g.: distributor 经销商Whole seller批发商retailer零售商exporter →distributor wholesaler →retailer →Individual customers（生产商）middlemanprice increases a lot2) agents→they do not need to buy the products first, they just help the exporter Search for customers and negotiate with the customers on behalf of the manufacturer.Conclude the deal/ transaction达成交易make money by commission(佣金) given by exporterpercent of the total valuese.g.: broker经纪人→use client’s money find business opportunitymanufacturer’s representativessales agent代理商Q: What kind of the product need relatively longer/ shorter channels?Consuming products 消费品→个人longerindustrial products工业品→公司shorter价格敏感、时间宝费→reduce channels3. advantages of marketing channels1）saving exporter’s money and time→if they want to sell products by themselves, they need to establish large Sales department, hire people which need money2) increasing the sales→sell through channels can achieve more sales because they are professionals. local channels know more about the market3) transferring more attention to manufacturer’s main business→manufact→Save all resources on manufact which they are good at and have advantage, same input different output4) improving the service→the channels can provide better service （presell and aftersell）near the customers and know well宝马→4s店→修车4.jobs and functions of agents1) gather information about the potential and current customers2) develop communication to stimulate the purchasing3) reach an agreement on price and other terms, help manufacturer and buyer conclude a dealcontract, delivery, payment, Insurance4) place orders(下订单)with manufacturer5) finance inventory at different levels 库存管理6）provide service of storage and transportation7) provide for buyer’s payment and bills8) oversee监管the extra transfer of ownership from one organization to another5. Commission for agents*On what kind of circumstance the percentage is big/small？Large, long- term order低many competitors →make Compromisesmall, Short-term order高△del credere→payment6. main considerations for agent selection1) make sure the potential agents are respectable businessmen(good business reputation)2）make sure the potential agents have their own resources to access the customers and government3) make sure the potential agents have well-developed facilities to achieve the goals.经营场所premise，location，places of the business→close to customers（office, well decoration, good transportation）good image vehicle5)make sure the potential agents have a long-term interest in handling exporter’s productswilling to sell the product for a long time very risky, expensive (find, confirm) to frequently change agents potential→affect the image7. different kinds of merchants in the market1) distributor direct buyers on manufacturer, given special rights→top level in channel system excusive selling nighty独家经销商≠专卖店in the specific area, this distributor can controlthe sales, other people have to buy from the distributorfirst and then resell2) consignment distributor委托经销商not necessary for consignment distributor to arrange the payment immediately for the goods they bought, pay after successfully selling them lower risk, arrange payment partially(→more troubles for exporters: more paperwork, but higher profits3) import house进口商行Complete transaction 交易not regular buyer，only buy the products when receiving an order help the customer to purchase4) state-buying organizationstate-owned corporationlarge buying quantitygiven special nights and licensescontrol the exporting and importing in specific areasbuy products through these corporation5)wholesaler批发商large buyer, buy products directly from the exporter if there is no distributorlarge quantity and sell to retailer零售商hope to become distributor6) retailer零售商much bigger than any wholesalere.g. Supermarket Chain store沃尔玛buy from wholesaler or directly from the exporterlarge quantity→have more influence on the manufacturerProducts with their own brand→leave the manufacture to other manufacturers·for small manufacturer·sales will increase, less favorable brand image·for big manufacturer, top brand higher price, sales can’t be guaranteed ·increase the sales volume(销售量)·can’t simply reduce the price which would lower the imageCH5 Marketing Communication→”P”romotion1. marketing communication mix→combination of the major skills and techniques for communicating with the customers.①promotional sub mix: short-term marketing objective→increase the sales within a short period of time→manufacturer has to provide specific information about the products and brands to the customers，provide stimulates and incentives to push the buyer to make a decision to buy the product immediatelyAd.discount, off, gifts coupons P.O.P.= point of purchase(place) given directly at the P.O.P(打折，show, try)可以立马买到②Public relation sub mix :→make more people like your company/ brand·focus on long-term marketing objectives·establish favorable brand image or reputation in the market·provide information about the company history, story of the leader - background ·noncommercial media：news, report, documentary→don’t have to payIntel→computer chips CPUAMD→second largest Computer chips manufacture through news (provide scholarship and position for graduates in Suzhou University)(merge with ATI)2. Consideration for marketing communication selection1) product characteristic→different products need different communicationsconsuming products: heavy advertisements, sales promotionindustrial products: personal selling2) marketing objectives→long/short term3) marketing environment→location, culture, political policy, law4) targeted audience→find customers who have the same interest hit the customers who are likely to be persuaded, and final communication is the budget and whether it is acceptable3. Specific techniques and media can be used for the marketing communication1) personal Selling:most efficient way→persuade the buyerhigh success rate but low efficiency 效率低limited coverageface-to-face talking：①give detailed information②Customers achieve more attention③get feedback and response which can be handled immediately*useful for large buyer& expensive products2) special trade presslike magazines, with limited readers, people work in specific industry, more likely to be persuaded and interested in companies introduced in the special trade presse.g.纺织品出版物3）direct advertising（sales literature and direct mail）有联系Sales literature：pointed materials （e.g. pricelist. Brochure. catalogue）it will be given directly to the customersprovide detailed information readers will catch information at their Conveniencehow to? through personal selling, trade fairs, direct maildirect mail: samples （used for confirming the quality of the product）(buyer’s sample -ask manufacturer to produce similar product)gifts （improve the relations with customers）mass media pros: large coverage variety of choicescons: expensivee.g. radio: popular, used when other media are not availablespoken language with music backgroundnewspaper: economic choice, limited coverage, select geographically（local restaurant→local newspaper）relatively detailedInformation, word description and picturesBillboard: improve brand familiarity 品牌熟悉度by repeating many timesmagazine: high-quality photos, more impressive, focus customers with common interest, football magazines( football fans players)。
国际营销复习资料,英文
1.A market is defined as a group of people who have the authority, purchasing power, and willingness to buy.2.Marketing A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others ①essence：The essence of the marketing concept is consumer satisfaction.②The three distinct elements that comprise the marketing concept are:1) satisfaction of consumer needs; 2) coordination of all activities in support of marketing, and 3) achievement of organizational objectives through customer satisfaction.3.Marketing environment：The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers.①The company’s microenvironment：The forces close to the company that affect its ability to serve its customers —The Company;Suppliers;Marketing Intermediaries ;Customers; Competitors; Publics②The company’s macroenvironment：The larger societal forces that affect the whole microenvironment—Demographic Environment ；Economic Environment ；Natural Environment；Technological Environment；Political Environment；Cultural Environment4.Economic environment: Factors that affect consumer buying power and spending patterns ①Changes in income ②Changing consumer spending patterns5.Cultural environment: Institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors.6.Engel’s laws regarding how people shift their spending across food, housing, transportation, health care, and other goods and services categories as family income rises.7.Environmental management perspective:A management perspective in which the firm takes aggressive actions to affect the publics and forces in its marketing environment rather than simply watching and reacting to it.8.The Marketing Information Systems：People, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers①Assessing Information Needs②Developing Information③Distributing Information9.Developing information：①Internal records information：Information gathered from sources within the company to evaluate marketing performance and detect marketing problems and opportunities.②Marketing intelligence：Everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans.③Marketing research：Information used to identify and define marketing opportunities and problems; to generate, refine, and evaluate marketing actions; to monitor marketing performance; and to improve understanding of the marketing process④Information analysis10.Questionnaire design：①identify the information requirement ②problem definition---overcoming the SRC ③choose unit of analysis ④examine data availability ⑤assess value of research ⑥research design ⑦analyzing data⑧presenting the findings11.Other Marketing Research Considerations：①Marketing Research in Small Business and Nonprofit Organizations②International Marketing Research③Public Policy and Ethics in Marketing Research12 ①Market: The set of all actual and potential buyers of a product or service.②Micromarketing:A form of target marketing in which companies tailor their marketing programs to the needs and wants of narrowly defined geographic, demographic, psychographic, or behavioral segments.③Mass marketing④Product-variety marketing⑤Target marketing13.Market segmentation: represents an effort to identify and categorize groups of customers and countries according to common characteristics14.Market targeting: The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.15.Market positioning: Formulating competitive positioning for a product and creating a detailed marketing mix.16.The bases for segmenting consumer ①Geographic segmentation：Dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods.②Demographic segmentation：Dividing the market into groups based on demographic variables such as age, sex, family size, family life cycle, income③Psychographic segmentation Dividing a market into different groups based on social class, lifestyle, or personality characteristics.④Behavioral segmentation：Dividing a market into groups based on consumer knowledge, attitude, use, or responses to a product.⑤Targeting multiple segments17.Segmenting business market:①Programmed buyers②Relationship buyers③Transaction buyers④Bargain hunters18.Inter market segmentation：Forming segments of consumers who have similar needs and buying behavior even though they are located in different countries.19.Target Market: A set of buyers sharing common needs or characteristics that the company decides to serve.20.Undifferentiated marketing: A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer.21.Differentiated marketing: A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each.22.Concentrated marketing: A market-coverage strategy in which a firm goes after a large share of one or a few submarkets27.Product position:The way that the product is defined by consumers on important attributes-the place that the product occupies in consumers’ minds relative to competing products.22.Positioning for competitive advantage：Competitive advantage: An advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits that justify higher prices.①Positioning Strategies ②Choosing and Implementing a Positioning Strategy23.Choosing implementing a position strategy：①Identifying possible competitive advantages:1)Product differentiation2)Services differentiation3)Personnel differentiation4)Image differentiation ②Selecting the right competitive advantages:important distinctive superior communicable preemptive affordable profitable ③Communicating and delivering the chosen position24.Product:Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.25.①Brand: A name, term, sign, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.②Brand name: That part of a brand that can be vocalized-the . Examples are Avon, Chevrolet, Disneyland, American Express, and UCLA.③Trademark: A brand or part of a brand that is given legal protection-it protects the seller’s exclusive rights to use the brand name or brand mark.④Copyright: The exclusive legal right to reproduce, publish, and sell the matter and form ofa literary, musical, or artistic work.26.Product attributes：①Product quality:The ability of a product to perform its functions; it includes the product’s overall durability, reliability, precision, ease of operation and repair, and other valued attributes.②Product features③Product design27.Packaging：is the activities of designing and producing the container or wrapper for a product.28.Price: The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service.29Advertising: defined as any sponsored,paid message that is communicated in a nonpersonal way.①Setting objectives②Setting the advertising budget③Advertising strategy④Advertising evaluation⑤Organizing for advertising⑥International advertising decisions30.Advertising strategy：①Creating the advertising message②Selecting advertising media31.Advertising agency:A marketing service organization that assists other companies in the planning, creation, and implementation of their advertising programs.32.Sales promotion: Short-term incentives to encourage purchase or sales of a product or service.①Rapid Growth of Sales Promotion②Setting Sales-Promotion Objectives③Selecting Sales-Promotion Tools④Developing the Sales-Promotion Program33Discount: A straight reduction in price on purchases during a stated period of time.34.Allowance: Promotional money paid by manufacturers to retailers who agree to feature the manufacturer’s products in some way.。
第14版国际营销课后习题答案1.
Chapter 1 The Scope and Challenge of International Marketing2.How can the increased interest in international marketing on the part of the U.S. firms beexplained?1)The U.S. market has reached saturation levels for many products, and increasingnumbers of firms are faced with surpluses which must be sold.2) many firms find that return on investment may be higher in foreign markets than indomestic markets.3) more firms realize that tomorrow’s markets will be world markets and it is imperativeto establish world market positions early.3.Discuss the four phases of international marketing involvement.The first phase is domestic firms which have no foreign business activity except those sales made to foreign customers who come directly to the firm.The second is domestic firms which have temporary surpluses which are sold abroad on an availability basis with no intention for continuing market representation.The third is the domestic firms that have permanent productive capacity which is used to produce goods which are sold on a continuing basis in foreign markets.The fourth is the international company that produces a product for the world market.4.Discuss the conditions that have led to the development of global markets.1)new communications technology, travel and other factors led the world markets beingaware of different products and processes.2)Because of this awareness, each market thus had common needs for high quality,reasonably priced, standardized products.3)There is a strong feeling that within ideas from the world affected the tastes andperceived needs of every country market4)There is a strong feeling that world markets are being driven toward a convergingcommonality of taste and needs leading toward global markets.5.Differentiate between a global company and a multinational company.A global company assumes countries have the same needs and designs a standardized, high quality, reasonably priced product for those markets it as if there are no differences among the country markets.A multinational company has a specific marketing plan and adapts products for each country market and think there are cultural differences among countries that require specific adaptations for those markets.6.Differentiate among the three international marketing concepts. 见课件7.Discuss the three factors necessary to achieve global awareness.(1) objectivity; objective in assessing opportunities, evaluating potential, and respondingto problems. Too often mistakes are made because companies are swept away with generalities and make investments only later to find out that their commitment or abilities were not sufficient to succeed,(2) tolerance toward cultural differences; tolerance is understanding cultural differencesand accepting and working with others whose behavior may be different from yours,3) knowledgeable; To be successful in international business and globally aware, a personneeds to be knowledgeable of the enormous changes occurring throughout the world and the potential opportunities8.Define and discuss the idea of global orientation.A global orientation means operating as if all the country markets in a company’s scopeof operations (including domestic market) are approachable as a single global market and to standardize the marketing mix where culturally feasible and cost effective or to adapt the marketing mix where culturally required and cost effective.A global orientation mean standardizing the components of the marketing mix wheredemand is similar and changing the marketing mix where there are significant cultural differences .Chapter 2:The Global Environment of International Marketing Discussion Questions2. The Tokyo Round(会谈) of GATT has emphasized the reduction of nontariff barriers. How does the Uruguay(乌拉圭) Round differ?Nontariff barriers are all the restrictions imposed on the importation of goods by a host government with the exception of tariffs. Such things as standards, quotas, import licenses, countervailing duties, border taxes can be classified as nontariff barriers.Earlier rounds of negotiations by GATT members had been successful in reducing tariffs and the Tokyo Round focused on the reduction of nontariff barriers.The Tokyo Round start to address a number of nontariff barriers that have become more serious in recent years. Despite the success of these past rounds, high tariffs have not disappeared entirely and nontariff barriers are still widely used. There are also areas that, until now, GATT has not addressed such as services, intellectual property rights, and investment. Specifically, GATT negotiations in this round are to address key areas of importance in international trade which are not now under the scope of GATT rules. For example, GATT rules do not apply to the international trade of services which represent an increasing percentage of international trade flows. Similarly, GATT rules have little influence over government investment policies affecting international trade or on policies concerning the protection of intellectual property rights such as patents, trademarks, and copyrights. Agricultural trade is another area where GATT rules either do not apply or arenot effective. Finally, the dispute settlement mechanism is seen to be increasinglyineffective at resolving conflicts among GATT members.3. Discuss the impact of GATS, TRIMS, AND TRIPS on global trade.An important objective of the United States in the Uruguay Round was to reduce oreliminate barriers to international trade in services. While there is still much progress tobe made before free trade in services will exist throughout the world, the GeneralAgreement on Trade in Services (GATS) is the first multilateral, legally enforceableagreement covering trade and investment in services sector. It provides a legal basis forfuture negotiations aimed at eliminating barriers that discriminate against foreign servicestrade and deny them market access. For the first time, comprehensive multilateraldisciplines and procedures covering trade and investment in services have beenestablished. Specific market-opening concessions from a wide range of individualcountries were achieved and provision was made for continued negotiations to furtherliberalize telecommunications and financial services.Equally significant were the results of negotiations in the investment sector. Trade-RelatedInvestment Measures (TRIMs), established the basic principle that investment restrictionscan be major trade barriers and therefore are included, for the first time, under GATTprocedures. An initial set of specific practices were prohibited including: local contentrequirements specifying that some amount of the value of the investor’s production m purchased from local sources or produced locally; trade balancing requirements specifyingthat an investor must export an amount equivalent to some proportion of imports orcondition the amount of imports permitted on export levels; and, foreign exchangebalancing requirements limiting the importation of products used in local production byrestricting its access to foreign exchange to an amount related to its exchange inflow. As aresult of TRIMs, restrictions in Indonesia which prohibit foreign firms from opening theirown wholesale or retail distribution channels can be challenged. And so can investmentrestrictions in Brazil that require foreign-owned manufacturers to buy most of theircomponents from high-cost local suppliers and that affiliates of foreign multinationalsmaintain a trade surplus in Brazil’s favor by exporting more than they sell within.Another objective of the United States from the Uruguay Round was achieved by anagreement on Trade-Related Aspects of Intellectual Property Rights (TRIPs). The TRIPsagreement establishes substantially higher standards of protection for a full range ofintellectual property rights (patents, copyrights, trademarks, trade secrets, industrial designs,and semiconductor chip mask works) than are embodied in current international agreementsand it provides for the effective enforcement of those standards both internally and at theborder.4. Discuss the evolution of world trade that has led to the formulation of the WTO.Since the inception of GATT, there have been eight “rounds” of intergovernmental tariff negotiations. The most recently completed was the Uruguay round which built on thesuccess of the Tokyo Round, the most comprehensive and far-reaching round undertakenby GATT up to that time. The Tokyo Round resulted in tariff cuts and set new international rules for subsidies and countervailing measures, anti-dumping, government procurement, technical barriers to trade (standards), customs valuation, and import licensing. While the Tokyo Round addressed n on-tariff barriers, there were some areas not covered by that round which continued to impede free trade. In addition to market access, there were issues of trade in services, agriculture, and textiles; intellectual property rights; and investment and capital flows.. T he Uruguay Round was begun in 1986 in Punta del Este, Uruguay and finally concluded in 1994. By 1995, 80 GATT members including the United States, the European Union (and it member states) Japan, and Canada had accepted the agreement. Perhaps the most notable achievement of the Uruguay Round was the creation of a new institution as a successor to the GATT, the World Trade Organization (WTO). At the signing of the Uruguay Round trade agreement, U.S. representatives pushed for an enormous expansion of the definition of trade issues. The result was the creation of the World Trade Organization that encompasses the current GATT structure and extends it to new areas not adequately covered in the past. The WTO is an institution—not an agreement as was GATT. It will set the rules governing trade between its 117 members, provide a panel of experts to hear and rule on trade disputes between members and, unlike GATT, issue binding decisions. It will require for the first time, the full participation of all members in all aspects of the currentGATT and the Uruguay Round agreements a nd, through its enhanced stature and scope, provide a permanent, comprehensive forum to address the trade issues of the 21st century global market. Trade disputes will be heard by a panel of experts. A panel of experts, selected by the WTO, will hear both sides and issue a decision; the winning side will beauthorized to retaliate with trade sanctions if the losing country does not change its practices.While the WTO has no actual means of enforcement, international pressure to comply with WTO decisions from other member countries is expected to force compliance. The WTO ensures that member countries agree to the obligations of all the agreements, c ountries, including developing countries (the fastest growing markets of the world) will undertake obligations to open their markets and to be bound by the rules of the multilateral tradingsystem.This exercise is designed to familiarize the student with the Internet and issues GATT as well as the WTO. In addition to the various Rounds of GATT, this site is a completediscussion of WTO. The discussion of this question could include a broader discussion of WTO.5.U. S. exports to the European Community are expected to decline in future years. Whatmarketing actions may a company take to counteract such changes?An economic unity such as the EC is primarily concerned with increases of trade withinits member-countries because they want to raise their own production and gain througheconomic growth that their specialized members can supply. It may be said that the ECwants to decrease their trade with nonmember nations. One study has shown some proportional declines already.What the U.S. marketer should do to counteract such actions is to, as rapidly as possible,expand exports to this market. More important, the marketers should build new andexpand EC-located, U.S.-owned industries and marketing facilities to strengthen theirposition before it becomes too late. EC members are now busy building new plants andpoint of view, establishing their outlets and markets. From the U.S. foreign marketer’sthere is no time to waste, otherwise they will lose some of the grip they have establishedin Europe.Also, keeping in mind that many other Western European countries are again interested inA soundjoining EC. The typical argument: “It will be too expensive to stay outside.”policy for American companies wanting or dependent upon marketing in the Europeanmarket might increase their potential in EFTA.6.“Because they are dynamic and because they have great growth possibilities, themultinational markets are likely to be especially rough-and-tumble for the externalbusiness.” Discuss.The attractive growth and profit opportunities in multinational markets tend to draw themore aggressive marketers into competition. Whereas, a company may have virtually nocompetition in its home market, it may be competing with three or four major firms in themultinational market. National interest gives preferential treatment of various types tofirms from member nations and intensifies the normal market competition.7.Discuss the implica tions of the European Union’s decision to admit Eastern European nationsto the group.The admission of Eastern European nations into the EU will create an ever larger andmore economically important than the present EU. The globalization of markets, therestructuring of Eastern Europe into independent market-driven economies, thedissolution of the Soviet Union into independent states, the worldwide trend towardeconomic cooperation, and enhanced global competition make it important that marketpotential be viewed in the context of regions of the world rather than country by country.Formal economic cooperation agreements such as the EC are the most notable examplesof multinational market groups but many new coalitions are forming, old ones are beingre-energized, and the possibility of many new cooperative arrangements is on the horizon.8.Discuss the strategic marketing implications of the Canada-United States-Mexico Free TradeAgreement.NAFTA affects a variety of strategic issues, the most important of which are:Market Access. Within 10 years of implementation, all tariffs will be eliminated onNorth American industrial products traded between Canada, Mexico, and the UnitedStates. All trade between Canada and the U.S. not already duty free will be duty free by1998 as provided for in CFTA. Mexico will immediately eliminate tariffs on nearly 50percent of all industrial goods imported from the U.S., and remaining tariffs will bephased out entirely within 15 years.Nontariff Barriers. In addition to elimination of tariffs, Mexico will eliminate nontariff barriers and other trade-distorting restrictions. U.S. exporters will benefit immediately from the removal of most import licenses that have acted as quotas essentially limiting the importation of products into the Mexican market. NAFTA also eliminates a host of other Mexican barriers such as local content, local production, and export performance requirements that have limited U.S. exports.Rules of Origin. NAFTA reduces tariffs only for goods made in North America. Tough rules of origin will determine whether goods qualify for preferential tariff treatment underfrom benefiting through NAFTA. Rules of origin are designed to prevent “free riders” minor processing or transshipment of non-NAFTA goods. For example, Japan could not assemble autos in Mexico and avoid U.S. or Canadian tariffs and quotas unless the auto had a specific percentage of Mexican (i.e., North American) content. For goods to be traded duty free, they must contain substantial (62.5 percent) North American content. Since NAFTA rules of origin have been strengthened, clarified, and simplified over those contained in the U.S.-Canada Free Trade Agreement, they supersede the CFTA rules. Customs Administration. Under NAFTA, Canada, Mexico, and the U.S. have agreed to implement uniform customs procedures and regulations. Uniform procedures ensure that exporters who market their products in more than one NAFTA country will not have to adapt to multiple customs procedures. Most procedures governing rules of origin documentation record keeping, and origin verification will be the same for all three NAFTA countries. In addition, the three will issue advanced rulings, on request, on whether or not a product qualifies for tariff preference under the NAFTA rules of origin. Investment. NAFTA will eliminate investment conditions that restrict the trade of goods and service to Mexico. Among conditions eliminated are the requirements that foreign investors export a given level or percentage of goods or services, use domestic goods or services, transfer technology to competitors, or limit imports to a certain percentage of exports.Services.NAFTA establishes the first comprehensive set of principles governing services trade. U.S. and Canadian financial institutions are permitted to open wholly owned subsidiaries in Mexico, and all restrictions on the services they offer will be lifted by the year 2000. U.S. and Canadian trucking companies are able to carry international cargo into Mexican border states and, by 1999, they will be able to truck throughout Mexico. Intellectual Property. NAFTA will provide the highest standards of protection of intellectual property available in any bilateral or international agreement. The agreement covers patents, trademarks, copyrights, and trade secrets, semiconductor integrated circuits, copyrights for North American movies, computer software, and records. Government Procurement. NAFTA guarantees businesses fair and open competition for procurement in North America through transparent and predictable procurement procedures. In Mexico, Pemex (national oil company), CFE (national electric company), and other government-owned enterprises will be open to U.S. and Canadian suppliers. Standards. NAFTA prohibits the use of standards and technical regulations used as obstacles to trade. However, NAFTA provisions do not require the United States orCanada to lower existing health, environmental, or safety regulations, nor does NAFTAhealth and safety require the importation of products that fail to meet each country’sstandards.9.For each regional trade group—EC, NAFTA, AFTA, ASEAN+3 and Mercosur—cite which ofthe factors for success are the strongest and which are the weakest. Discuss each factor.Students will have different responses to this question. The important point is if they realize the importance of the different factors on the ultimate success of any regional trade group. In most cases, there are cultural, social, economic, political and ever, geographical differences among country members. The critical point is if their commitment to economic integration is sufficiently strong to allow them to deal with the differences that will arise as a result. Each response to this question will be different. For what it is worth, the author would rank them as follows:POLITICAL ECONOMIC SOCIAL GEOGRAPHIC EC S S to W S SNAFTA W to S W to S S to W SAFTA S, S W to S W to SMERCOSUR S to W W to S S S10. What is the motive behind ASEAN+3 and what are the probable implications for globaltrade?One result of the Asian financial crisis of 1997–98 was the creation of ASEAN+3 (ASEAN plus China, Japan and South Korea), to deal with trade and monetary issues facing Asia. Most East Asia felt that they were both let down and put upon by the West who they felt created much of the crisis by pulling out in the midst of the crisis. It was felt that the leading financial powers either declined to take part in the rescue operations, as the US did in Thailand, or that they proposed unattainable solutions. The result was the creation of ASEAN+3,1 consisting of the foreign and finance ministers of each country, which meets annually after ASEAN meetings. Their first meeting was devoted to devising a system whereby they share foreign exchange reserves to defend their currencies against future attack. While still only tentative, there was also discussion among the members of ASEAN+3 of creating a common market and even a single currency or, perhaps, a new Asian entity encompassing both Northeast and Southeast Asia.2 Closer links between Southeast Asia and Northeast Asia is seen as a step towards-block strengthening Asia’s role in the global economy and the creation of a global three configuration.311. Discuss the economic and trade importance of the big emerging markets.The Department of Commerce estimates that over 75 percent of the expected growth in the world trade over the next two decades will come from the more than 130 developing and newly industrialized countries (NICs). There is a small core of these that will account for over half of that growth. They predict that the countries identified as Big Emerging。
国际营销(简答题)
1. What is performance quality? What is market-perceived quality? Which one is essential for international marketer? Explain.(1) Performance quality is the level at which the products primary characteristics operate; it is concerned with how the service is delivered.(2) Market-perceived quality is consumer’s opinion of a product compared to those of the competitors; customer value is market perceived quality adjusted for the relative price of the product.(3) Market-perceived quality is essential.Because:…2. What is product mix? What are product mix length, width and depth? Describe, with example, the product line and product consistency.(1)Product mix is the complete assortment of the products that a company offers to its target international consumers.(2)Product length: the total number of brands in the productProduct width: the total number of product lines the company offersProduct depth: the number of different offerings for a product category(3)Product line is a number of related brands in the same product category. Product consistency refers to the extent to which the different product lines are related, use the same distribution channels, and have the same final consumers.The example:…3. What is value-based pricing strategy? Briefly descript the differences between value-based pricing and cost-based pricing.(1)Value-based pricing means setting price based on buyers’perceptions of value rather than on the seller’s cost.(2)Cost-based pricing: Product→Cost→Price→Value→CustomersValue-based pricing: Customers→Value→Price→Cost→Product4. What are main objectives of a persuasive advertising? Give an example to explain the difference between “reminder advertising” and “persuasive advertising”.(老师说这会有选择题，且，PDF上也没有具体的解释，所以，大题的概率为0。
国际市场营销学复习资料(中英版)
《国际市场营销学》复习资料一、填空题（1x18）1、把新产品引入新文化中的选择方案The introduction of the new product options for the international market2、新产品定价策略Pricing strategy of new products撇脂定价策略 skimming pricing strategy；渗透定价策略 penetration pricing strategy3、出口方进入国际市场典型的间接分销渠道Way to enter the international export market, the typical indirect distribution channels制造商出口中间商进口中间商经销商最终消费者4、重点集中战略的两种形式Two forms of focus strategy成本重点集中 cost focused；差异重点集中 focused differentation5、信息的两种来源Two sources of information二手资料secondary information(desk reseach)文案；原始资料primary information(field research)实地6、G-Hoftedes 的两种文化价值理论G-Hoftedes the two cultures theory of value权力距离指数 power distance（PDI）、个人主义 individualism（IDV）、不确定性规避指数 uncertainty avoidance（UAV）、价值观的男性度和女性度指数 masculinity（MAS）7、国际战略联盟的三种形式Three forms of international strategic alliance水平战略联盟、垂直战略联盟、混合联盟或跨行业联合大企业协议8、产品生命周期的四个阶段The four stages of product life cycle导入期 introduct、成长期 growth、成熟期 maturity、衰退期 decline.9、管理的四种导向Four-oriented management本国中心主义 Ethnocetrism 多中心主义 polycentrism地区中心主义 regioncentrism 全球中心主义 geocentrism10、产品的基本层次The basic level of productCore benefit 核心利益, actual product一般产品, expected product期望产品,augumented product 附加产品, potential product潜在产品11、菲利普·科特勒的三个层次Philip• Kotler of the three levelsCore product核心产品 ,tangible product有形产品 ,augment product 附加产品12、品牌包括哪几个部分Brands include several components13、企业进入国际市场的四种模式Enterprises to enter international markets four modes出口进入模式exporting entering、契约进入模式contract entering、投资进入模式investment entering 、互联网进入模式internet entering.14、国际市场营销的三种形态Three forms of international marketing跨越国界型或对外营销型international marketing、异国型或国外营销型 foreign marketing、多国型或多国营销 multinational marketing.15、国际市场的细分标准Standards of international market segmentation地理变数geographical segmentation、人口变数demographic segmentation、心理变数psychological segmentation、行为变数behavior segmentation.16、新贸易保护主义的三个方面Three aspects of the new trade protectionism绿色壁垒green barrier、技术壁垒technical barrier、反倾销和知识产权保护anti-dumping and intellectual property protection17、文化知识分为哪两类Cultural knowledge, which is divided into two categories事实性知识fact knowledge、解释性知识explanative knowledge18、迈克尔·波特的3种经营战略Michael Porter's three business strategy •总成本领先战略 overall cost leadership 差异化战略 differentiation重点集中战略 the narrow-focus advantage19、绿色营销的四个内容Four elements of Green Marketing绿色产品 green products 绿色分销green distribution绿色促销green promotion 绿色价格green price20、核心竞争力的特点The characteristics of core competencies不可模仿性、团队学习能力、具有专门的知识和独特的技术、主旨整合能力21、国际市场营销产品定位的两种形式International marketing product positioning of the two forms高技术定位 high technological positioning 高接触定位 high touch22、营销沟通战略的四部分Four-part marketing communications strategy23、目标管理的坏境因素Environmental management by objectives政治环境political environment、经济环境economic environment、社会文化环境social cultural environment、地理环境geographical environment24、国际目标市场选择应符合的标准Target market selection should be consistent with international standards可测量性measurability 、可进入性 accessibility 、需求足量性substantiality、易反应性 actionability25、产品因素对企业进入方式的影响主要表现在Product factors into the way of enterprises mainly in the1.产品要素密集度。
国际营销(双语)期末章节重点
国际营销( 双语) 期末章节重点考试题型：单选10×1判断并改错5×3名词解释5×4简答5×6论述1×10 案例分析1×15第一章The Scope and Challenge of International Marketing一、名词解释1、international marketing 国际市场International m arketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and service to Consumer or users in m ore than one nation for a profit.2、uncontrollable elements 不可控因素The elements of business environment which beyond the control of companies.3、SRC Self-Reference Criterion 自我参展标准An unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decision.4、Global Awareness 全球意识Tolerance of cultural difference and knowledge of cultures, history, world marketpotential, and global economic, social, and political trends.二、简答2、“. . . the marketer ’s task is the same w hether appliedin Dime Box, Texas, or Dar es Salaam, Tanzania. ”Discuss. The only difference between domestic m arketing and international marketing is t hat the activities take place in more than one country. Therefore, the marketing task is the same throughout the world.As the business ’s goal is same in different place, which is to make profit by promoting, pricing, and distributing products for which there is a market. In the other word, the task never change, which are deal with controllable elements and uncontrollable elements.4 、Discuss the four phases of international marketing involvement.国际市场营销的四个阶段The first phase is domestic firms which have no foreign business activityexcept those sales made to foreign customers who come directly to the firm.The second is domestic firms which have temporarysurpluses which are sold abroad on an availability basis with no intention for continuing market representation.The third is the domestic firms that have permanent productive capacity which is used toproduce goods which are sold on a continuing basis in foreign markets.The fourth is the international company that produces aproduct for the world market.5、Discuss the conditions that have led to the development of global markets. 讨论导致全球市场发展的条件。
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国际营销International Marketingis the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.国际营销市场细分International marketing market segmentationEnterprises after entry into a foreign market, due to customer demand is varied in the country, businesses cannot meet all the needs of customers, and can be broken down into a number of markets, meet the needs of one or several markets.After that when the company decides to enter an overseas market, it will find that customer demand on the local market there is still a difference, need to be further subdivided into a number of markets, with a view to selecting one or several markets to target markets.文化culture（1）is the sum of the "value, rituals, symbols, beliefs, and through processes that are learned and shared by a group of people ,then transmitted from generation to generation."（2）Is the human made part of human environment-the sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society营销渠道Marketing channelsMarketing (Marketing channels) refers to the product or service path along the transfer, transfer from participating product or service activities in order to make the product or service is easy to use or consumption of all organizations.销售促进销售促进（英文为：Sales Promotion，简称SP）Sales promotion (English: Sales Promotion, known as SP), also known as a marketing promotion, it is an enterprise using a variety of short-term incentives to encourage consumers and brokers to buy promotional activities, distribution of products and services.1.国内营销与国际营销区别和共同点International marketing is developed on the basis of marketing. As the different branches of marketing, international marketing and domestic marketing of existing linkages, and differentiated.(A)Link1. Based on commonality of international marketing and domestic marketing are based on the principles of economics as a theoretical basis.2. Consistency of concepts in contemporary economic activity, international marketing and domestic marketing concepts are consistent in nature, are "marketing concept" as a guiding principle, to meet consumer demand and user-centric.3. Operation is easy, in management, international marketing and domestic marketing there is often a certain amount of contact. Their business processes, international marketing is an extension of domestic marketing(B) the difference1. International marketing environment has become more complex2. Uncertainties facing the international market moreChanging trend of the market demand for our products, as well as consumer buying motives, consumer psychology, evaluation of products, it is difficult to determine. Enterprises ' difficulty in timely, accurate information about competitors ' reactions, and multinational market research more difficult. Companies are struggling to choose the more suitable advertising media and advertising tools, selection and control of international marketingchannel is more difficult to determine.3. selection of international than domestic marketing more diverse, more difficult.4. International marketing marketing harder2.文化具有哪些特点？文化具有的一些特征。
它是：(1) 规范性、(2) 社会共享、(3) 学、(4) 主观，(5) 持久，(6) 累积的与(7) 动态。
此外，它方便的沟通。
Culture has a number of characteristics. It is: (1) prescriptive, (2) socially shared, (3) learned, (4) subjective, (5) enduring, (6) cumulative, and (7) dynamic. Furthermore, it facilitates communication.一般来讲，文化具有以下特征：①应用性。
②社会现象。
③规范性。
④学习性。
⑤武断性。
⑥价值载体。
⑦沟通功能。
⑧适应性或动态性。
⑨长期性。
⑩满足需求性In General, the culture has the following characteristics: ①application. ②social phenomenon.③normative. ④studies. ⑤arbitrary. ⑥value carrier. ⑦communication features. ⑧Adaptive or dynamic. Issues long-term. ⑩to meet demand3.有效进行市场细分的标准---可测量性，可进入性，可盈利性，可区分性Enterprise market segmentation strategies, must pay attention to the effectiveness of market segmentation and practicality, cannot be broken down and subdivided.Must have a clear purpose and direction before breakdown.In General, valid market segment should meet the following criteria:(A)market size has measurable; to segment various characteristics can be measured.(B)Needs adequate; subdivided out of the reality of the market must be sufficient demand, and the demand level is in line with sales expectations, but also to a certain degree of potential demand, thus enabling enterprises to enter the market after that to have good development prospects.(C)Intrusive; that is, the market is broken down business impact of marketing activities to reach the market. Inaccessible or difficult to enter the market segment is meaningless.(D)Stability and development value; is required after a breakdown in the form of market, customer needs should be over a long period of relative stability, so as to ensure the effective development of enterprises on the market, and is expected to gain; on the contrary, if the frequently changing needs of the two market segments, it will bring to the enterprise business risk.(E)Response differences; refers to the segment out of the market, to any element in the marketing mix changes are sensitive to differences in sexual response. As several markets individually designed a marketing mix. For example, all markets to respond to price changes in the same way, you do not need to set different prices for each market strategy. Only those customers of different responses to immediate price changes only need to be broken down according to the price.4.市场扩张策略有哪些1）Expansion strategy is an existing product, or on the basis of the existing market expansion strategy of trying to increase market share. It includes a market penetration strategy, market development, and new product development policy.1) market penetration strategies to take various measures, seeking to expand sales in existing markets, further improve market share. Its methods are: existing customers more to purchase the company's products; attract competitors ' customers to buy the company's products; stimulate leads purchase motivation, making it a reality for the enterprise product customers.2) market development strategy, namely, by opening up new markets to expand sales of the company's existing products. Method: the original potential customers into realcustomers; sales in existing open up new sales channels in the region; the development of new sales area (geographic area).3) new product development strategies, that is, to supply existing markets to improve products or new products to meet the different demands on the existing market.5.同一品牌和多品牌的优势和劣势单一品牌策略的优势：1品牌架构简单、清晰；2企业品牌对产品的拉动力强；3可以节省品牌传播的费用等。