国际市场营销重点解析

1. India, Russia, China, Brazil are in group countries which are in the same Union named… BRIC金砖四国

2. Monochrome and polychrome definitions

Polychrome cultures in cross-cultural communication means type of cultures where representatives usually trying to do couple and more businesses at the same time.

Monochrome cultures in cross-cultural communication means type of cultures where representatives usually to concentrate on doing businesses “Step-by-step”, or organize doing business according the most logical way.

3. In developing countries consumers mostly prefer:

They prefer global products from the developed countries and the goods of national characteristics from their own country

4. Which kinds of crisis are not natural disasters crisis？

Financial crisis Economical crisis

5. What is the most famous Franchiser in the World？Mcdonald`s （should follow the standard of the quality of the product）（contract manufacturing don’t care the procedure but the result）

6. The risk of an investment that has a predetermined maximum downside potential, which is usually the initial amount invested is

7. The steps or strategies implemented by firms to determine the optimum price of a product.

Cost versus market based approach基于成本与市场

●New product pricing: skimming versus penetration pricing

新产品定价: 略读与渗透定价法

●Standardization versus adaptation approach标准化与自适应方法●Centralized versus decentralized approach集中与分散处理的办法●Preparedness for internationalization and industry globalization:

pricing strategy prototypes国际化和产业的全球化准备: 定价战略原型

8. What is a product on the FOREX market? Currencies

(FX) usually refers to expressed in foreign currencies can be used for international settlement of all kinds of means of payment.

Include: foreign currency, foreign currency deposit, foreign currency securities and foreign currency payment voucher.

9. What is WTO？

The World Trade Organization (WTO) is the only global international organization dealing with the rules of trade between nations.

10. Which country is not member of WTO?

建议注意：越南，朝鲜，斯坦系列（除了巴基斯坦）

People's Democratic Republic of Algeria Islamic Republic of Iran Republic of the Sudan阿尔及利亚人民民主共和国伊朗伊斯兰共和国苏丹共和国

11. What is Brand?

Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.

（Guidelines for success of a global brand:

1.Recognition

2.Consistency

3.Emotion

4.Uniqueness

5.Adaptability

6.Management)

12. What is Slogan?

A slogan is a noun，usually repeated and persuasive that creates a

memorable catch phrase，motto，or jingle，that expresses a particular aim or concept。

In business A slogan is a sentence placed after your company name or product name that helps to give it an identity and a positive image。

13. What is Design?

Design is the creation of a plan or convention for the construction of an object or a system

14. Parts of distribution channel chain?

Manufacturers, merchants (intermediary and agent middlemen), the consumer制造商、商人（中间商和代理中间商）、消费者

15. Elements of 4PS? 1.Promotion 2.Price 3.Product 4.Place

16. What is Ethnocentrism?

Ethnocentric is a focus on the home market

●Consumers belief about the ethics of buying foreign products

●Ethnocentric consumers are proud of brands and symbols of their

own country

●Ethnocentric consumers are less open to foreign cultures and

cosmopolitanism

17. Modes of market-entry.

<1>export-based mode

<2>contract-based mode

<3>equity-based modes

18. Who is licenser? Who is licensee？认可者是谁?被许可方是谁

For a fee, the licensor allows the licensee to use intellectual property to gain presence in the markets covered by the licensee。

Small upfront cost/risk for licensee

Royalties can translate into direct profit for licensor

(Licenser sell license to licensee)（licensee don’t care/responsible

of the quality of the product）

收费的,许可人允许被许可人使用知识产权获得市场由被许可人的存在

小的前期成本/被许可方的风险

版税许可方可以转化为直接利润

(许可销售许可被许可人)(被许可方不在乎/负责产品的质量)

19. Forms of International Joint Ventures?

<1>Two or more companies from the same country form an alliance to enter another country

<2>An overseas company joins a local company to enter its domestic market

<3>Firms from two or more countries band together in a JV formed in a third country.

<4>Foreign private business and a government agree to join forces in a pursuit of mutual interests

<5>A foreign private firm enters into a JV with a government-owned firm to enter into a third national market

20. Global vision?

The ability to look into the future or the capacity to visualize the

image that the company is seeking to create on a world-wide

basis.

21. Local vision?

22. Factors which are influencing pricing decisions

<1>competitive factors

<2>consumer factors

<3>product factors and distribution channels

<4>countries factors

<5>company factors (strategic level)

23. Concentration Strategy.

Company focuses intensely on one segment of the market and designs its marketing efforts with that segment in mind

Decreased competition and dominant share are ‘pros’

But, lack of ‘portfolio diversification’ means greater financial risk 24. Goal of an STP strategy

To identify and engage the right customer segments, but also to preserve the true identity of the brand while answering the need to position it in very customized, segment-specific communications

25. Segment (definition)

Segment is a group of customers with common needs, values and responsiveness to marketing variables (homogeneous clusters) 26. Brand product (definition)

Strategy based on a direct link between a brand and a specific product

27. Cultural macro-segmentation

identification of groups of countries that are similar in terms of some macroindicators or in terms of culture

(2)The variables that can be used are:

<1> economy

<2>geography

<3> politics

<4> religion

<5> cultur

28. Stages of product life cycle

Product development stage产品开发阶段

Introduction phase介绍阶段

Development phase开发阶段

Maturity phase成熟阶段

Decline phase下降阶段

29. Influencing prices decisions (5)

?Competitive factors

?Consumer factors

?Product factors and distribution Channels产品因素和分销渠道

?Country factors

?Company factors (strategic level)

30. Ingredient brand (definition)

Additional brand about a different version of a specific product or an “ingredient“

31. Price (definition)

Price is a tangible value of an offer created through product, distribution and communication decisions。

（Pricing decisions are intrinsically tied to other marketing mix variables.

In a global context, the price that a product can gain in the market often determines its development）价格是报价的有形资产的价值通过产品,分销和沟通决定

定价决策是本质上与其他营销组合变量。

在全球背景下,产品在市场上可以获得的价格往往决定了它的发展

32. Globalization (definition)

Globalization is a process of interaction and integration driven by international trade

33. Marketing (definition)

Marketing is a societal process by which individuals and groups obtain what they need and want through creating,offering,and exchanging products and services of value freely with others.营销

是一个社会过程,个人和团体获得他们所需要的,并希望通过创造,提供和交换产

品和服务的价值与他人自由。

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.营销是计划和执行的过程的概念、定价、促销和分销的想法,商品,,

和服务创建交流,满足个人和组织目标。

Market Potential: is the level of demand that would exist if all people who express the need for the product would buy and use the

product in the maximum quantity available

34. Market potential formula

MP ts = (N ts x P t) x F ts x D ts

N = number of potential customers

P = percentage of potential customers with discretionary income level for the product category

D = dosage (quantity per use)

F = Frequence

s = marketspace

t = time period

?35. Market share analysis

?Strategic Alliances(definition)

A strategic alliance is a formal, contractual relationship between two

or more firms that share resources to pursue a common goal.

?Vertical

Firms from different industries cooperate

?Horizontal

Firms are from the same industry(没有垄断)

?1印度、俄罗斯、中国、巴西是在集团国家在同一个联盟命名…

?2单色和彩色的定义

?3发展中国家的消费者大多喜欢:

?4哪种危机不是自然灾害危机?

?5什么是世界上最著名的经销商吗

?6投资的风险有一个预定的最大缺点潜力,通常初始投资额

?7公司或策略实施的步骤来确定产品的最优价格。

?8什么是外汇市场上的产品? 外汇foreign exchange (FX市场)通常指以外

国货币表示的可用于国际结算的各种支付手段。包括：外国货币、外币存款、外币有价证券(政府公债、国库券、公司债券、股票等)、外币支付凭证(票据、银行存款凭证、邮政储蓄凭证等)。

?9世贸组织是什么

?10哪个国家不是世贸组织成员?

?11品牌是什么?

?12口号是什么?

?13设计是什么?

?14 地区分销渠道链？

?15、4ps的元素?

?16、种族中心主义是什么?

?17、掉期交易模式。

?18、认可者是谁?被许可方是谁

?19、形式的国际合资企业?

?20、全球视野?

?21、当地的愿景吗?

?22、影响定价的决定因素

?23集中策略。

?24、STP战略的目标

?25市场细分的(定义)

?26品牌产品(定义)

?27文化的宏观细分？？？macro-segmentation

?28产品生命周期阶段

?29影响价格的决定(5)

?30成分品牌(定义)

?31价格(定义)

?32全球化(定义)

?33营销(定义)

?34市场潜力的公式

?35市场份额分析

?Positive effects of financial crisis:

1.helpful to clean the market

2.give opportunities to enlarge business

3.to get the competitive advantages

?Negative effects of financial crisis:

1.Bankrupting

2.unempolyment

3. economic depression

?Global market segment criteria

Criteria to use in forming the segment:

1.Measurable: Size, purchasing power, and profile of segment

2.Differentiable: Respond differently changes in the marketing mix

3.Accessible: can be reached and served

4.Substantial: Large and profitable enough to serve

5.Actionable: stable enough to allow for proper targeting and measurable response

Criteria to choose segments（补考）

1.Market size

2.Growth rate

https://www.360docs.net/doc/a310768122.html,petitive position

4.Market accessibility

5.Customer fit

?Concentrated & Customized Approaches

Concentrated (Niche Targeting)

---Company focuses intensely on one segment of the market and designs its marketing efforts with that segment in mind

1.Decreased competition and dominant share are ‘pros’

2.But, lack of ‘portfolio diversification’ means greater financial risk Customized (Micromarketing)

---Deeper segmentation of the target market and more nuanced and specialized products and marketing campaigns aimed at very specific sub-segments of consumers

1.Greatly enhanced by online research and communication

2.Behavioral targeting involves tracking the sites visited by internet users and displaying ads related to their interests

?What is segmentation？

The process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs

?STP strategy

?Why Price Escalation?（选择题，哪项不包括在里面）

1.Host country Taxes

2.Tariffs

3.Administrative Costs (agents’ fees, port charges, documentation

costs, labeling...) 4.Inflation

5.Exchange Rate Fluctuations

6.Varying Currency Values

7.Middlemen and Transportation Cost/Distributor markups

8.Insurance

?Price standardization:

---is same price positioning strategy across different markets

?Factors influencing standardization

?Political and legal environment

?Distribution infrastructure

?Customer characteristics and behavior

?Product Life Cycle stage

?Price adaptation：

---Is adopting a different price positioning strategy

1.Factors influencing adaptation

--Product perception

--Heterogeneities in consumer’s

2.preferences

--Intensity of competition

--Country-of-origin effect

?Product standardization

?Product adaptation

?Country analysis: First screening

It is fundamental to identify some variables that represent minimum entry requirement for the market. These variables can be identified on the basis of some macro-indicators as:

1．Geography 2. Technology 3. Demography

4. Society

5. Culture

?Centralization vs. Decentralization（differences）

---Reasons for centralization

1.Increasing globalization requires standardized prices (or else risk of parallel imports)

2.Same competitors in different markets

3.Pricing closely related to production volume planning (a corporate activity). Central prices make easier forecasting

4.Homogeneity is desirable for global positioning

---Reasons for decentralization

1.Local distributors can be more reactive to price changes of competitive products

2.Necessary with significant differences in end-users

3.Different tax rates, product adaption costs, transportation costs, etc. across countries

4.Differences in retail negotiating leverage from market to market

5.Can relate to local capacity utilization

6.Excess capacity → lower prices

7.Limited production → higher prices

?International Joint Ventures

---Form of foreign direct investment

---Two or more companies share ownership of a third commercial entity

1.Ease of market entry

2.Shared risk, knowledge and expertise

3.Potential for synergy and competitive advantage

?Export price escalation（defination）

---is the increase in the final selling price of goods traded across

borders.

?Positioning

---is not what you do to the product but what you do to the mind of the consumer

?Attribute or benefit: Volvo-Safety

?Quality and price: L’Oreal –Because I am worth it

?Use or user: Aspirin-recommended by doctors

?Competitor: The body shop-natural ingredients/no animal testing （1.The consumer compares similar brands and products and creates

a mental map of each related to his or her individual needs and

wants

2.The marketer’s goal is to influence the position brands have in the

minds of consumers in relation to competitor brands

3.Successful positioning results in strong, long-term emotional ties to

the brand）

?Main point to do business is money/fund

?Means-Ends Chain or Customer Value Chain:(补考)

?下面是有关于culture的What is culture?

A shared meaning system, or the collective programming of the mind

that distinguishes the members of one group or people from another. (food ,tradition ,custom ,history ,clothes ,languages ,festival …) (Broad view of culture is that it encompasses all value systems of a nation)

?National character

The concept of “national character “assumes that each country has its own character

--People from a given nation share common behavioral patterns that are distinct from other nations

--Perceptions of national character are often based on indirect experience

---Can be inaccurate and are

---Clouded by racism, ethnocentrism and discrimination

---National character may not reflect actual personality traits

?Hofstede’s 5 Dimensions of National Culture（补考）

1dimensions inherent in culture:

1. Individualism

2. Masculinity

3. Power Distance

4. Uncertainty Avoidance

5. Long-term v. Short-term orientation （Cultural values affect many decisions inherent in the marketing mix, especially product and promotional considerations）

?Monochronic cultures vs polychronic cultures：