期末市场营销

1、LICENSING refers to offering a firm’s know-how or other intangible asset to a foreign company for a fee, royalty, and/or other type of payment(许可是指提供了坚实的诀窍或其他无形资产向一家外国公司的费用，特许权使用费，和/或其他类型的付款方式)2、Joint Ventures (合资企业)1、Involve the transfer of capital, manpower, and usually some technology from the foreign partner to an existing local firm.2、This was the typical arrangement in past alliances–the equity investment allowed both partners to share both risks and rewards.3、There is a decided risk that know-how will be become diluted by the necessary sharing of information.3、The Entry Mode MatrixThe entry strategy is affected both by company factors and by market factors. The company factors can be grouped with three strategic postures, the market factors consider the difference in emerging market, high-growth market and mature marketProduct/Market SituationEmerging markets: such as some less-developed countries (recently opened up and have generally weak infrastructure, difficulty in accomplishing market-based exchanges, lack of distribution alternatives, and risk of default on payments)High-growth market: such as some high-technology markets in advanced economies and markets in many fast-growing countries, including the newly industrialized countries.Mature market: such as many markets in advanced economies (dominance in at least a niche in a well-differentiated marketplace)4、The Internationalization StagesAlthough companies differ, the general pattern is for gradually increased commitment to foreign marketStage 1 –Indirect exporting, licensing间接出口，许可Stage 2 –Direct exporter, via independent distributor直接出口，通过独立的分销商Stage 3 –Establishing foreign sales subsidiary建立海外销售子公司Stage 4 –Local assembly当地组装Stage 5 –Foreign production国外生产5、Born GlobalsFirms that from the outset view of the world as one marketTypically small technology-based businesses6、Waterfall Strategy1、The firm gradually moves into overseas markets (after success in the home market, the company gradually moves out to culturally close country markets, then to other mature andhigh-growth markets, and finally to less-developed country markets.)该公司逐渐进入海外市场（在国内市场的成功后，公司逐步移出文化靠近集贸市场，然后到其他成熟和高成长性的市场，终于到欠发达国家市场。

）2、Advantages of this strategy are that expansion can take place in an orderly manner and it is relatively less demanding in terms of resource requirements这种策略的优点是，可以采取扩张有序进行，这是在资源需求方面相对要求不高3、Disadvantage of this strategy: it may be too slow in fast-moving market它在快速移动的市场可能太慢Sprinkler Strategy1、The firm tries to enter several country markets simultaneously or within a limited period of time2、Advantages of this strategy are that it is a much quicker way to market penetration across the globe and it generates first-mover advantages它是一种更快的方式在全球范围内的市场渗透率和它产生的先发优势3、Disadvantage of this strategy is the amount of managerial, financial, and other resources required是管理，财务，和其他所需资源的数量。

7、Mature Markets:Segmentation and PositioningMARKET SEGMENTATION细分1、Segmentation is vital, customers are extremely particular with well developed preferences分割是至关重要的，客户有着非常特别发达的喜好2、Small differences in products & services make a big difference to the consumer体积小的产品和服务的差异对对消费者有着很大的不同3、Narrow niche segments continually increase窄利基市场不断增加4、Foreign entrant must be skilled in finding the proper niche外国入境者必须熟练找到合适的利基PRODUCT POSITIONING定位1、Brand image, name, are very important indicators of quality & reliability品牌形象，名称，质量与可靠性是非常重要的指标2、Country of origin”effect may have positive/negative implications on customer perceptions原产国效应“可能有正面/负面影响客户感知3、Foreign entrants from third world countries may try to introduce low-end products to undercut other brands; such a strategy will only work in the short term，外国进入者可能会尝试从第三世界国家引进低端产品，以低于其他品牌，这样的战略将只能在短期内8、“Country of origin”effect may have positive/negative implications on customer perceptions9、Marketing Tacticsproducts and brands is greater for the first entry . Low priceUse of leading markets for the core product.利用领先市场的核心产品More "me-too" products because of competition.Packages in at least four languages (e.g. English, French, German, and Spanish.）10、Two Kinds of New Growth MarketsThose rich in NATURAL RAW MATERIALS but where most people have suffered under authoritarian political regimes & colonial domination (e.g. Latin American countries, South Africa)Those rich in LOW COST LABOR have turned to Western-style capitalism recently, with the help of FOREIGN DIRECT INVESTMENT（外商直接投资）(e.g. Asian countries, Israel) NIE-newly industrialized economy11、12、13、14、DEVELOPING COUNTRIES Poor nations of Africa (Nigeria, Zambia, Tanzania), Asia (Pakistan, Bangladesh, Sri Lanka), & Central America (Nicaragua, Guatemala).Developing countries are defined by low per capita income levels & severe lack of marketing infrastructure。