国际营销14版期末复习资料
《国际市场营销学》期末复习材料NEW
1、市场营销分析工具：（1）分析宏观环境——PEST分析（2）企业状况——SWOT分析（3）行业状况——波特五力模型（4）市场选择战略——STP（5）评价市场细分——MASA（6）波士顿矩阵法——分析和规划企业产品组合2、国际市场营销的目标——满足国际市场需要3、企业开展国际市场营销活动的导向——国际市场需求4、国际市场营销学的研究中心——国外顾客需求5、开展国际市场营销的主力军——跨国公司6、本国政府采取支持和鼓励本国企业到国际市场开拓经营的一系列政策，目的是扩大出口，获取更多利润。
7、4P策略：产品、价格、渠道、促销8、营销观念9、企业开展国际市场营销时，最为严重的政治风险——没收、征用、国有化10、政治风险的外部影响因素：东道国的国际关系、东道国的政治稳定性、产品在东道国的政治敏感度（越敏感风险越大）、企业在东道国的知名度11、国际市场中的文化环境不同，会导致居民对相同产品的接受程度不同12、区域经济一体化的发展阶段是：自由贸易区、关税同盟、共同市场、经济同盟。
P7513、国际营销调研的类型：探测性调研、描述性调研（如实反映市场经营状况）、因果关系调研、预测性调研。
14、国际营销信息系统的构成：内部报告系统、营销情报系统、营销调研系统、营销分析系统。
15、营销战略目标的制定过程：STP（市场细分、目标市场选择、市场定位）、制定营销组合16、市场细分是根据消费者消费需求和购买习惯的差异将整个市场划分为若干子市场。
17、市场细分应适度，恰当的市场细分应该既能保证市场细分的有效性和精确性，又能使成本最低，运用的细分变量并非越多越好。
18、国际消费品市场的细分标准：地理、人口、心理、行为19、国际工业品市场的细分标准：最终用户、用户特点、用户地理、用户行为20、目标市场选择策略：集中性、差异性、无差异性21、消费者对某种商品的要求与爱好比较接近，企业选择目标市场时，应采取无差异性营销策略。
22、某公司将它的目标市场定在高档笔记本电脑市场上，尽力在这一市场上取得最大的份额，应采取集中性营销策略。
国际营销复习资料及习题
《国际营销》复习资料及习题期末复习重点：国际市场营销的概念市场营销观念案头调研和实地调研目标市场营销分销渠道的宽度和长度产品定价方法整体产品概念国际产品生命周期理论促销方法：广告，人员推销，公共关系。
及其与产品生命周期的联系练习题：判断题：1.遇到环境威胁，企业只有回避，没有其他办法。
（）2.产品生命周期是指产品从开始使用到报废为止，失去其使用价值的全过程。
（）3.当产品处于衰退期时，应主要采取广告作为促销手段。
（）4.营销就是销售。
（）5.分销商与代理商的根本区别在于是否拥有产品的所有权（）6.营销者可以是卖主，也可以是买主。
（）7.案头调研是对第二手资料进行再搜集、整理和分析，从而间接地获得对自己有用的信息并加以利用。
（）8.国际目标市场选择包括两层含义，一是指选择目标市场国，二是指选择目标市场国上的目标消费者。
（）9.无差异营销视整个国际市场为目标市场。
（）10.工业品的促销组合以人员推销为主，同时辅以营业推广，广告和公共关系（）单项选择题1.分析一个国家的市场规模，主要根据( )A.人口状况和收入水平B.经济状况和类型C.人口总量和年龄结构D.恩格尔系数2.国际营销与国内营销的区别主要体现在( )A.经营观念的演进B.企业结构的不同C.经营商品的不同D.营销环境的变化3. 企业考虑进入某一国外市场后对该国的顾客进行的细分，这种含义上的细分叫做( )A.国际市场细分B.国际市场宏观细分C.国际市场中观细分D.国际市场微观细分4.企业采用许可证贸易、技术转让、劳务合作等方式进入国际市场的模式属于（）A.出口进入模式B.合同进入模式C.投资进入模式D.贸易进入模式5.在市场细分的基础上，企业将多个细分市场作为目标市场并针对每个子市场分别制定营销组合方案。
这种营销策略是（）A.无差异国际营销B.差异型国际营销C.密集型国际营销D.细分型国际营销6.国际市场营销是指（）A.各国之间商品交换B.向他国出口产品C.跨国界的市场营销活动D.在某国生产产品7.以下哪种途径获得的信息属于二手资料？（）A.通过访谈B.通过调查问卷C.通过市场试验D.通过报纸和刊物8.产品质量、式样和品牌属于产品概念的（）A.核心产品B.有形产品C.期望产品D.附加产品9. 关于品牌与商标的关系，下列说法正确的是（）A.品牌和商标是一回事B.品牌是商标的一部分C.商标是品牌或品牌的一部分D.品牌和商标之间没关系10.“不管顾客需要什么，我的车就是黑色的。
国际营销期末考试总复习
Review the whole book for term exam 2013Chapter one:P.7 International marketing defined•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 profitP.8 Exhibit 1.3P.12 SRC (definition)SRC is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions.P.14 4 steps are suggested as a framework1.Define business problem or goal•Home-country vs. foreign-country cultural traits, habits, or norms•Consultation with natives of the target country2.Make no value judgments3.Isolate the SRC influence•Examine it carefully to see how it complicates the problem4.Redefine the problem•Without SRC influence•Solve for the optimum business goal situationP.16 stages of International Marketing•No direct foreign marketing•Infrequent foreign marketing•Regular foreign marketing•International marketing•Global marketingChapter two:P.23 GATT (three basic elements)•Three basic elements:•1) trade shall be conducted on a non-discriminatory basis;•2) protection shall be afforded domestic industries through customs tariffs, not through such commercial measures as import quotas;•3) consultation shall be the primary method used to solve global trade problems.P.25-26 IMF (three objectives)–Stabilization of foreign exchange rates–Establishment of freely convertible currencies to facilitate the expansion and balanced growth of international trade–The IMF also lends money to members having trouble meeting financial obligation to other members.World Bank Group (services)–Lending money to the governments of developing countries–Providing assistance to governments for developmental projectsto the poorest developing countries–Lending directly to the private sector–Providing investors with guarantees against “noncommercial risk”–Promoting increased flows of international investmentP.27-39 Global Markets and Multinational Market GroupsEurope•-- European Integration•-- European Union (EU Institutions, Economic and Monetary Union and Expansion of the European Union)The Americas•-- North American Free Trade Agreement (NAFTA)Asian-Pacific Rim•-- Association of Southeast Asian Nations•-- Asia-Pacific Economic CooperationAfricaThe Middle EastP.33 NAFTAP.51 Big emerging markets share a number of important traits•Big emerging markets share a number of important traits. They•- Are all geographically large.•- Have significant populations.•- Represent sizable markets for a wide range of products.•- Have strong rates of growth or the potential for significant growth•- Have undertaken significant programs of economic reform.•- Are of major political importance within their regions.•-Are “regional economic drives.”•Will endanger further expansion in neighboring markets as they grow•Because many lack modern infrastructure, much of the expected growth will be in industrial sectorsChapter three:P.59 Exhibit 3.1 (the love-hate relationship between the United States and MexicoP.65 Exhibit 3.4 World Energy ConsumptionP.68 Rural/urban migration (a desire for greater access to …)–Sources of education–Health care–Improved job opportunitiesP.68 Population Decline& Aging•Population growth in many countries has dropped below the rate necessary to maintain present levels• A nation needs a fertility rate of about 2.1 children per woman•Not one major country has sufficient internal population growth to maintain itselfChapter four:P.75 culture’s pervasive impact•Culture affects every part of our lives, every day, from birth to death, and everything in between–Japan –the year of the Fire Horse•As countries move from agricultural to industrial to services economies’birthrates decline •Consequences of consumption–Tobacco•Culture not only affects consumption, it also affects production–Stomach cancer in JapanP.79 definition of cultureP.79 Exhibit 4.4 Origins of CultureChapter five:P.100 10 basic criteria for required adaptation1) open tolerance2) flexibility3) humility4) justice/fairness5) ability to adjust to varying tempos6) curiosity/interest7) knowledge of the country8) liking for others9) ability to command respect10) ability to integrate oneself into the environmentP.101 cultural imperatives–Business customs and expectations that must be met and conformed to or avoided if relationships are to be successful►The significance friendship cannot be overemphasized–In some cultures a person’s demeanor is more critical than in others–Imperatives vary from culture to cultureP.102 cultural electives (Example)–Relate to areas of behavior or to customs that cultural aliens may wish to conform to or participate in but that are not required–A cultural elective in one county may be an imperative in another–Cultural electives are most visibly different customsP.102 cultural exclusives (Example)–Customs or behavior patterns reserved exclusively for the localsP.103 The impact of American culture on management style(7 important ideas)•“Master of destiny” viewpoint•Independent enterprise as the instrument of social action•Personnel selection and reward based on merit•Decisions based on objective analysis•Wide sharing in decision making•Never-ending quest for improvement•Competition producing efficiencyP.105 PDI•Higher on Hofstede’s Power Distance Index (PDI)–May lead to business misunderstandingsP.106-108 Management Objectives and AspirationsP.111 P-time versus M-time•Monochronic time–Tend to concentrate on one thing at a time–Divide time into small units and are concerned with promptness–Most low-context cultures operate on M-Time•Polychronic time–Dominant in high-context cultures–Characterized by the simultaneous occurrence of many things–Allows for relationships to build and context to be absorbed as parts of high-context cultures•Most cultures offer a mix of P-time and M-time behavior–Have a tendency to be either more P-time or M-time in regard to the role time plays •As global markets expand more businesspeople fromP-time cultures are adapting to M-time.P.113 Marketing Orientation• A company’s marketing orientation has been positively related to profits (U.S.)•Other countries have more traditional approach–Production orientation (consumers will prefer products that are widely available)–Product orientation (consumers will favor products that offer the most quality performance, or innovative features)–Selling orientation (consumers and businesses alike will not buy enough without prodding)•Encouraging a marketing orientation across global business units can be difficultP.116-117 Business Ethnics (corruption & Bribery)•Types of Corruption–Profits (Marxism)–Individualism (Japan)–Rampant consumerism (India)–Missionaries (China)–Intellectual property laws (Sub-Sahara Africa)–Currency speculation ( Southeast Asia)•Criticisms of Mattel and Barbie–Sales of Barbie declined worldwide after the global standardization–Parents and government did react–Mattel’s strategy boosted sales of its competitionP.118 Exhibit 5.5P.119 Exhibit 5.6P.119 Bribery & Extortion•Bribery and Extortion–V oluntary offered payment by someone seeking unlawful advantage is bribery–If payments are extracted under duress by someone in authority from a person seeking only what he are she is lawfully entitled to that is extortionLubrication & subornation–Lubrication involves a relatively small sum of cash, a gift, or a service given to a low-ranking official in a country where such offerings are not prohibited by law –Subornation involves giving large sums of money, frequently not properly accounted for, designed to entice an official to commit an illegal act on behalf of the oneoffering the bribeP.124 Exhibit 5.7Chapter six:P.131 the sovereignty of nations• A sovereign state–Independent–Free from all external control•Sovereignty–Powers exercised by a state in relation to other countries–Supreme powers exercised over its own members•Nations can and do abridge specific aspects of their sovereign rights in order to coexist with other nations–NAFTA –North America Free Trade Agreement–NATO –North Atlantic Treaty Organization–WTO –World Trade Organization•The United States involvement in international political affiliations is surprisingly low•The WTO is considered by some as the biggest threat so far to national sovereigntyP.137 political risk of global business•Confiscation–the seizing of a company’s assets without payment•Expropriation–where the government seizes an investment but makes some reimbursement for the assets•Domestication–when host countries gradually cause the transfer of foreign investments to national control and ownership through a series of government decrees–Mandating local ownership–Greater national involvement in a company’s managementP.144 lessening political vulnerability•Relations between governments and MNCs are generally positive if the investment –Improves the balance of payments by increasing exports or reducing imports through import substitution–Uses locally produced resources–Transfers capital, technology, and/or skills–Creates jobs–Makes tax contributions•Political parties often focus public opinion on the negative aspects of MNCs whether true or false–As scapegoats for their own failure–To serve their own interestsP.145-146 MNCs can use other strategies to minimize political vulnerability and risk (6 approaches)–Joint ventures–Expanding the investment base–Licensing–Planned domestication–Political bargaining–Political payoffsChapter seven:P.152 common VS code law•Common law–Seeks interpretation through the past decisions of higher courts which interpret the same statues–Applies established and customary law principles to a similar set of facts–Are recognized as not being all-inclusive–Ownership is established by use•Code law–Legal system is generally divided into three separate codes►Commercial►Civil►Criminal–Ownership is determined by registration–Considered complete as a result of catchall provisions found in most code-law systemsP.153 Islamic law•The basis for Islamic law is interpretation of the Koran•Islamic law defines a complete system that prescribes specific patterns of social and economic behavior for all individuals–Property rights–Economic decision making–Types of economic freedom•Among the unique aspects of Islamic law is the prohibition against the payment of interest •The Islamic system–Places emphasis on the ethical, moral, social, and religious dimensions to enhance equality and fairness for the good of societyP.154 Marxist –socialist Tenets•Socialist countries are now more directly involved in trade with non-Marxist countries –Necessitated the development a commercial legal system that allowed engagement in active international commerce•Pattern for development varies among countries–Each has a different background–Development of market-driven economies at different stages•Premise is that law is strictly subordinate to prevailing economic conditions–Fundamental propositions as private ownership, contracts, due process, and other legal mechanisms have had to be developedP.155 Jurisdiction is generally determined in one of three ways–Jurisdictional clauses included in contracts–Where a contract was entered into–Where the provisions of the contract were performedP.155 conciliation (definition)•Conciliation is a nonbinding agreement between parties to resolve disputes by asking a third party to mediate differences.P.156 arbitration (definition)P.158 litigation (deterrents to …)–Fear of creating a poor image and damaging public relations–Fear of unfair treatment in a foreign court–Difficulty in collecting a judgment that may otherwise have been collected in a mutually agreed settlement through arbitration–The relatively high cost and time required when bringing legal action–Loss of confidentialityP.161 prior use versus registration•Prior Use –whoever can establish first use is typically considered the rightful owner •Registration –the first to register a trademark or other property right is considered the rightful owner• A company that believes it can always establish ownership in another country by proving it used the trademark or brand name first is wrong and risks the loss of these assets •It is best to protect intellectual property rights through registrationChapter eight:P.174 The research processP.178-179 quantitative research and qualitative researchChapter nine: (none)Chapter ten:P.225 quality defined•Shift to a customer’s market•Increased customer knowledge•The customer defines quality•The cost and quality of a product–Among the most important criteria by which purchases are made •Quality can be defined on two dimensions–Market-perceived quality–Performance quality•Most consumers expect performance quality•In many industries quality is measured by third parties–JD Power and AssociatesMaintaining Quality:•Damage in the distribution chain–Russian chocolate•Quality is essential for success in today’s competitive global market•The decision to standardize or adapt a product is crucial in delivering qualityP.236 Exhibit 10.1P244 A global brand (definition)•A global brand is the worldwide use of a name, term, sign, symbol, design, or combination thereof Intended to identify goods or services of one seller and to differentiate them from those of competitors.P.245 Global Brands (Function)•The Internet and other technologies accelerate the pace of the globalization of brands•Ideally gives the company a uniform worldwide image•Balance•Ability to translateChapter eleven:P.254 Demand in Global B2B MarketsChapter twelve:P.273 Japanese distribution structure has 4 distinguishing features1. A structure dominated by many small middlemen dealing with many small retailers2.Channel control by manufacturers3. A business philosophy shaped by a unique culturews that protect the foundation of the systemP.285 factors affecting choice of channels (6 “C”)•Cost•Capital requirements•Control•Coverage•Character•Continuity•P.287-290 Channel ManagementLocating middlemenLocating middlemenSelecting middlemenMotivating middlemenTerminating middlemenP.288 select middlemen–Screening–The agreementChapter thirteen:P.299 IMC•Integrated marketing communications (IMC) are composed of–Advertising–Sales promotions–Trade shows–Personal selling–Direct selling–Public relations•Objective: successful sale of a product or service•Availability of appropriate communication channels can determine entry decisionsP.299 sales promotion (definition)•Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation. Sales promotions are short-term efforts directed to the consumer or retailer to achieve specific objectivesP.300 International public relations (definition)•Public relations (PR) is creating good relationships with the popular press and other media to help companies communicate messages to customers, the general public, and governmental regulators.Chapter fourteen:P.334 selecting sales and marketing personnel (certain personnel characteristics, skills and orientations)Management must define precisely what is expected of people•Prime requisites–Maturity–Emotional stability–Breadth of knowledge–Positive outlook–Flexibility–Cultural empathy–Energetic and enjoy travel•Mistakes can be costly• A manager’s culture affects personnel decisionsP.341 IBM’s process of revamping its sales compensation scheme(do’s and don’s of global compensation)•Do involve representatives from key countries•Do allow local managers to decide the mix between base and incentive pay•Do use consistent performance measures (results paid for) and emphasis on each measure •Do allow local countries flexibility in implementations•Do use consistent communication and training themes worldwide•Don’t design the plan centrally and dictate to local offices•Don’t create a similar framework for jobs with different responsibilities•Don’t require consistency on every performance measure within the incentive plan•Don’t assume cultural differences can be managed through the incentive plan•Don’t proceed without the support of senior sales executives worldwideP.344 A report on what MNCs are doing to improve the reentry process suggests five steps1 Commit to reassigning expatriates to meaningful positions.2 Create a mentor program.3 Offer a written job guarantee stating what company is obligated to do for returningexpatriate.4 Keep the expatriate in touch with headquarters through periodic briefings and headquartervisits.5 Prepare the expatriate and family for repatriation once a return date is set.Chapter fifteen:P.355 Full-cost versus Variable–cost pricing•Variable-cost pricing–Firm is concerned only with the marginal or incremental cost of producing goods to be sold in overseas markets•Full-cost pricing–Companies insist that no unit of a similar product is differentfrom any other unit in terms of cost–Each unit must bear full share of the total fixed and variable costP.355 skimming versus penetration pricing•Skimming–Used by a company when the objective is to reach a segment of the market that is relatively price insensitive–Market is willing to pay a premium price for the value received•Penetration pricing policy–Used to stimulate market and sales growth by deliberately offering products at low pricesP.357 price escalation•Costs of exporting–Price escalation•Taxes, tariffs, and administrative costs–Taxes include tariffs–Tariff –fee charged when goods are brought into a country from another country–Administrative costs►Include export and import licenses►Other documents►Physical arrangements for getting the product from port of entry to the buyer’s location•Inflation–In countries with rapid inflation or exchange variation, the selling price must be related to the cost of goods sold and the cost of replacing the items •Deflation–In a deflationary market, it is essential for a company to keep prices low and raise brand value to win the trust of consumers•Exchange rate fluctuations–No one is quite sure of the future value of currency–Transactions are increasingly being written in terms of the vendor company’s national currency•Varying currency values–Changing values of a country’s currency relative to other currencies–Cost-plus pricing•Middleman and transportation costs–Channel diversity–Underdeveloped marketing and distribution channel infrastructuresP.361 approaches to reducing price escalation•Lowering cost of goods–Manufacturing in a third country–Eliminating costly functional features–Lowering overall product quality•Lowering tariffs–Reclassifying products into a different, and lower customs classification–Modify product to qualify for a lower tariff rate within classification–Requiring assembly or further processing–Repackaging•Lowering distribution costs–Shorter channels–Reducing or eliminating middlemen•Using foreign trade zones to lessen price escalation–Establish free trade zones (FTZs) or free ports•Tax-free enclave not considered part of country•Postpones payment of duties and tariffs•Dumping–Use of marginal (variable) cost pricing–Selling goods in foreign country below the price of the same goods in the home marketP.364 dumping (definition)P.366 countertrade (definition)P.371 Getting Paid: Foreign Commercial PaymentsLetters of creditBills of exchangeCash in advanceOpen accountsForfaiting。
国际市场营销学复习资料
国际市场营销学复习资料一、考试纲要：1．理解熟记国际市场营销与国内市场营销的区别与联系2 ．正确理解市场的概念（1 对市场的认识应随社会生产力和商品经济发展而变化。
（2 市场的实质是商品供求关系的总和。
（3 从现代市场经济出发理解市场，市场是指对某种产品有需要和购买能力的人们。
（4 产销市场的出现是现代市场经济发展的必然结果。
3 ．理解熟记国际市场营销的特殊性。
4 ．熟记国际市场营销发展的几个阶段或国际市场营销的发展过程。
5．理解熟记国际市场营销学与国际贸易学的不同点。
6 ．理解人口因素对营销的影响7 ．理解价值观与态度影响国际营销的主要表现8 ．理解熟记国际营销企业在东道国所面临的主要控制和压力9 ．理解熟记简述国际营销文化环境的构成要素。
10 ．理解熟记国际市场环境中的文化环境因素。
12 ．理解熟记与国际营销有关的国内法律措施。
13 ．理解熟记信息工作和企业经营的关系。
（1）信息是企业经营决策的基础。
（2）信息是控制企业营销活动的主要工具。
（3）信息搜集、处理分析研究的复杂性，企业需要有专职人员处理。
（4）企业都有本身所特有的问题，必须组织专人进行调查才能获得所需信息。
14 、理解熟记国际市场营销环境包括哪些因素？15 ．理解熟记国际市场信息系统的构成。
16．理解熟记市场研究的主要类型。
17 ．理解熟记市场调查与分析中，二手资料的作用？18 ．理解熟记国际市场扩展的基本战略。
19 ．理解国际市场竞争的基本战略。
20 ．理解熟记国际营销战略的规划过程或国际营销战略规划的制定过程。
21 ．理解熟记消费品市场的细分标准。
22 ．理解熟记整体产品的构成。
23．理解熟记新产品开发的基本程序。
（1）确定新产品战略；（2）新产品组织；（3）新产品构思；（4）新产品评价；（5）新产品的商业化。
24 ．理解熟记国际产品营销战略的种类。
（1）产品扩展—促销扩展；（2）产品扩展—促销适应；（3）产品适应—促销扩展；（4）产品适应—促销适应；（5）产品创新。
国际市场营销期末复习
国际市场营销复习一、名词解释1、国际市场营销：国际市场营销（international marketing）是指一个企业对商品和劳务流入一个以上国家的消费者或用户手中过程进行计划、定价、促销和引导，以便获取利润的活动。
简言之，在全球视角下开展企业的市场营销活动。
2、差异性营销策略：企业将整体市场看作一个大的目标市场，不进行细分，用一种产品、统一的市场营销组合去满足整个市场的需要。
3、特许经营：特许经营是某一母公司（特许方）授予另一独立实体（被特许方）以某种规定的方式从事业务活动的权利。
4、产品标准化策略：是指国际营销企业把进行标准化（包括造型、包装、商标、功能等）设计的产品推向世界各国市场的策略。
5、倾销：是指外国进口商品在某国市场上以低于公平价格的水平销售，以致使当地市场上生产同类产品的企业受到实质性的损害或实质性的威胁6、国际市场定位：国际市场定位，是根据竞争者现有产品在国际细分市场上所处的地位和顾客对产品某些属性的重视程度，塑造出本企业产品与众不同的鲜明个性或形象并传递给目标顾客，使该产品在细分市场上占有强有力的竞争位置7、集中性营销策略：企业集中全部力量进入一个或少数几个细分市场，在选定的一个或少数几个细分市场上开展营销活动。
8、许可证贸易：通过许可证协议，在一定时期内企业（许可方公司）允许另一公司（被许可方）使用其知识财产，并以双方选项定的产权费作为补偿。
9、产品差异化策略：产品差异化策略是为了满足不同国家或地区的消费者由于所处不同的地理、经济、政治、文化及法律等环境尤其是文化环境的差异而形成的对产品的千差万别的个性需求。
它是企业开展国际市场营销的主流产品策略。
10、国际广告：是指为了配合国际营销活动，在产品出口目标国或地区所做的商品广告。
它是以本国的广告发展为母体，再进入世界市场的广告宣传，使出口产品能迅速地进入国际市场，为产品赢得声誉，扩大产品的销售，实现销售目标。
11、国际目标市场：所谓国际目标市场，就是企业在经过国际市场细分并对细分市场进行分析评价的基础上准备进入开展国际营销活动的市场部分。
国际市场营销期末复习资料
国际市场营销是国内市场营销在国际市场上的延伸，指企业为满足国际市场需求和获得利润而进行的经营和销售活动。
企业进行市场扩张时的地理顺序本地市场，地区市场，全国市场，海外相邻市场，全球市场。
国内市场营销可控因素：产品、价格、渠道、促销。
不可控因素：人口、政治，法律，经济市场营销环境不可控因素：竞争格局，文化背景，技术水平，经济体制，政治力量，地理因素国际市场营销的基本类型。
贸易-出口营销型海外投资-国外营销型——独资、合资的方式在国外生产基地从事生产，并在该国市场就近销售跨国公司-多国营销型——在两国或两国以上从事经营活动的公司国际市场营销的发展阶段国内营销——目标仅在本国市场上的营销活动出口营销——企业以国内市场为基础，同事从事部分产品的出口业务，通过产品出口进入国际市场的一种营销形态，是企业进入国际市场的第一阶段国外营销——在出口营销的基础上，企业更多地参与某些国外市场，并有比较完整的国际市场营销策略的营销活动多国营销——是指企业同时参与多个国外市场的一种国际营销活动，并有比较完整的国际营销策略的营销活动。
全球营销——跨国经营，企业将整个世界看作一个市场。
区域经济组织类型优惠贸易协定-最惠国待遇（关税优惠）自由贸易区关税同盟-统一的关税制度共同市场经济联盟完全经济一体化自由贸易区特点：取消关税与非关税壁垒缺点：造成迂回贸易，很多企业将市场进入程序改为向区域内关税最低的国家出口，之后在免税出口到最终消费国解决：按原产地确定最终关税的税收制度eg：欧洲、北美、东盟、日本新加坡、中国东盟、日本东盟国际贸易政策关税——经常性、进口税、出口税、过境税-转口税（转口贸易）、非经常性、临时性关税、差价税、进口附加税（饭反倾销，反补贴）非关税壁垒-隐蔽进口配额出口限额进口许可证外汇管制技术壁垒（政府采购政策，垄断，专断海关估价制，技术卫生服务标准）鼓励出口出口补贴本币贬值出口信贷出口信贷国家担保制世界贸易组织-wto、前身是关贸总协定gatt4P：产品（product）价格（price）渠道（place）促销（promotion）公共关系（public relation）政治（politics）目标市场国国内环境人口环境——数量、增长、结构、分布、流动政治环境——✧政治制度（国家结构-权力，政治体制-发达展，资本社会，政党体系）✧政治稳定性、✧政治风险、✧没收，征用和国有化、✧进口限制与外汇管制、✧价格管制与劳动问题、✧税收管制法律环境——法律制度（大陆，英美）、涉及国际营销的法律规定、有关产品的法律规定、有关价格的法律规定、有关渠道的法律规定、有关促销的法律规定、就有法律效力的国际公约、协定、国际惯例及仲裁机构消费者市场购买力的特征✧消费者市场交易的范围广，购买人数多，比较分散✧消费者个体差异较大，因此对产品的花色，品种，规格等要求复杂多样，消费者的购买数量小，次数多✧消费者大多缺乏商业的专业知识，因此受企业广告或其他推广方式得影响较大，属于非专家购买✧消费者的购买流动性大，购买商品比较慎重，印钞票购买力会在不同地区，不同企业及替代品之间流动✧消费者的需求具有无线扩展性，人们的需求会随着社会经济的发展和消费者收入的提高而不断向前发展，不断产生新需求✧消费者得需求具有多层次性——生理，安全，社会，尊重，自我实现消费者的决策过程✧引起需求→收集信息→选择评估→购买决策→购后评价国际市场宏观细分地理位置经济水平社会文化标准-案例分析——语言、宗教、美学、价值观、社会组织国际市场微观细分地理系分——考虑不同地区偏好人口细分——年龄和家庭生命周期，性别，收入，人口多元细分心里细分——生活方式、个性行为细分——时机、追求利益（经济、名望、耐用）、使用者状态、产品使用率、品牌总程度、态度、使用者状态——非使用者，过去使用者，经常使用着，首次使用者市场占有率高潜在使用者市场变为首次使用者经常使用着市场占有率低满足现有经常使用着需求重点放在竞争对手的现有客户喜迎她们适应他们使用自己的品牌使用者状态——重点商品，重点顾客，80%核心客户，20%重点商品品牌总程度——鉴定的忠诚者、不坚定的忠诚者、转移的忠诚者、多变者态度——热情、肯定、不关心、否定、敌视国际市场细分的有效性特征✧可测量性✧可盈利性✧可进入性✧可行动性✧稳定性国际目标市场营销策略-案例无差异市场营销策略——把整个国际市场作为目标市场，针对共性，用单一的营销策略去开拓市场，用一种产品/一套标准化的营销方案去吸引更多的购买者（标准化，麦当劳）差异化市场营销策略——推出多种产品，采用不同的市场营销组合，以满足细分后各子市场的不同消费需求。
国际商务与国际营销总复习资料
国际商务与国际营销总复习资料《国际商务与国际营销》复习资料第一章国际贸易的优势一．国际贸易的起因：要点：1、开展国际贸易的原因：气候、资源稀缺、比较优势理论、政治因素、技术差异2、生产要素：被生产者用来生产产品或服务的东西。
包括：土地：包括地下矿藏、河流、海洋、地表上生长的一切。
劳动力：所有愿意并能够劳动的人组成的总和。
资本：主要包括资金，也包括所有商品生产过程中涉及的机器和厂房。
企业：包括了那些愿意在产品或服务的生产过程中进行投入的人，他们做出决策并愿意承担风险，是资本和土地的所有者。
3、专业化：是使人们能够提供其最擅长的产品和服务的一种生产方式。
专业化生产的优点：（1）雇佣的每个员工能够做他们最擅长的工作（2）在不断地重复一项任务中掌握熟练技术（3）减少对工具的需求成本，可以购买专业的机器设备（4）无需转换流程，节约时间（5）与学习全部流程相比，工人只需学习部分流程，花费更少的时间来掌握专门的技能（6）雇主能更准确地估计生产成本和产量4、规模经济：如果企业提高产量，单位成本和平均生产成本都降低。
规模经济分为：内部规模经济分为：技术经济、财务经济、管理经济、商业经济、风险承担经济、研发经济。
外部规模经济：也称聚集经济历年考题：1．下列属于内部规模经济类型的是（ D ）A．废料的高效处理 B．辅助产业的存在C．支撑性服务的存在 D．商业风险的分散2．企业实施大规模生产获得的成本节约属于（ D ）A．机会成本 B．绝对优势C．比较优势 D．规模经济二．绝对优势：要点：1、绝对优势理论：亚当·斯密提出的绝对优势理论是指利用同样数量资源的情况下，一个生产商（国家）可以生产出比另一个生产商（国家）更多的特定产品；一国有可能比其他国家在生产某种产品或配件上更有效率，每个国家都生产自己最擅长的产品和服务，各国都能获益。
绝对优势：说明：1）两国均用一半资源产生X和Y产品；2）A国在生产X产品有绝对优势，B国在生产Y产品上有绝对优势；A国应将所有资源生产X，B国应将所有资源生产Y。
国际营销期末复习资料整理
国际营销期末复习资料整理填空：SRC:self-reference criterion 自我参照标准GATT：General Agreement on Tariffs and Trade关贸总协定WTO：World Trade Organization 世贸组织IMF：The International Monetary Fund 国际货币基金组织WBG: World Bank Group 世界银行EU：European Integration欧盟euro欧元NAFTA: North American Free Trad Agreement北美自由贸易协定ASEAN: Association of Southeast Asian Nations东南亚国家联盟APEC：Asia-Pacific Economic Cooperation亚太经合组织COE: Country-of-origin effect 原产地效应市场供应：market offerings企业对消费者营销B2C：business-to-consumer marketing企业对企业B2B：business-to-business市场细分：market segmentation产品调试：product adaptation产品同化：product homologation绿色营销：green marketing特别提款权：special drawing rights(SDRs)促销支持: Promotional support大规模零售商店法: Large-Scale Retail Store Law出口管理公司: Export Management Companies(EMC)制造商的出口代理: Manufacturer’s Export Agent(MEA)补充营销/顺带销售:Complementary Marketing(piggybacking) 客户关系管理: Customer relationship management(CRM)销售队伍: Sales force虚拟外派: Virtual Expatriates当地人员: Local Nationals第三国人员: Third-Country Nationals(TCNs)平行进口: Parallel Imports /parallel importation灰色市场: Grey/Gray Markets专营: Exclusive distribution自由贸易区: free trade zones(FTZs)反补贴税: countervailing duty最小的进入量: minimum access volume(MAV)反向购买、抵消贸易: Counter-purchase or off-set trade回购: Buy-back补充贸易:Compensation deals革新产品: Innovative products and adaptation自有品牌：Private brands名词解释：1.International marking is 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.国际营销是指在计划、定价、促进和引导公司商品和服务流向不止一个国家的消费者或用户以获取利润的商业活动的表现。
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1. SRC is an unconscious reference to one’s own cultural values, experiences,and knowledge as a basis for decisions2. Culture(1) is the sum of the "value, rituals, symbols, beliefs, and through processes that arelearned 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.3. Marketing research is traditionally defined as the systematic gathering ,recording ,andanalyzing of data to provide information useful to marketing decision making.4. Green marketing is term used to identify concern with the environmentalconsequence of a variety of marketing activities.5. Distribution process includes the physical handling and distribution of goods ,the passageof ownership(title),and the buying and selling negotiation between producers andmiddlemen and between middlemen and customers.6. Planning process is a systematized way of relating to the future. It is an attempt tomanage the effects of external ,uncontrollable factors on the firm's strengths ,weaknesses , objectives ,and goals ,toattain a desired end.7. International marketing is 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.1、What are the four distinguished features of Japanese distribution ?(1) a structure dominated by many small middlemen dealing with many small retailers(2) channel control by manufactures(3) a business philosophy shaped a union culture(4) laws that protect the foundation of the system—the small retailer.2、What are the five characteristics of a product innovation?(1) relative advantage (the perceived marginal value of the new product relative to the old )(2) compatibility (its compatibility with acceptable behavior ,norms ,values)(3) Complexity (the degree of complexity associated with product use)(4) Trialability (the degree of economic and/or social risk associated with product use)(5) Observability (the ease with which the product benefits can be communicated )3、Discuss the stages of the research process9、What are the six steps for marketing research process(1) Defining the research problem and establish research objectives(2) Determine the source of information to fulfill the research objectives(3) Consider the costs and benefits of the research effort(4) Gather the relevant data from secondary or primary sources, or both(5) Analyse,interpret and summarize the results(6) Effectively communicate the result to decision makers4、What's the guiding steps of a company in international advertising ?(1) Perform marketing research(2) Specify the goals of the communication(3) Develop the most effective message(s) for the market segments selected(4) Select effective media(5) Compose and secure a budget(6) Execute the campaign, and(7) Evaluate the campaign relative to the goals specified5、What is the task of the international market researcher?How is it complicated by the foreign environment ?Task: a marketer must find the most accurate and reliable data possible within the limits imposedby time, cost, and present state of the art to marketing decision making.Complicated:(1) Information must be communicated across cultural boundaries.(2) The environments in which research tools are applied are often different in foreign markets. Within a foreign environment, the frequently differing emphases on the kinds of information needed, the often limited variety of appropriate tools and techniques available, and the difficulty of implementing the research process constitute the challenges facing most international marketing researchers.6、To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis that isolates the self-reference criterion influence. List the four steps that make up the framework for such an analysis(1) Define the business problem or goal in home-country cultural traits, habits, or norms.(2) Define the business problem or goal in foreign-country cultural traits, habits, or norms.Make no value judgments.(3) Isolate the SRC Influence in the problem and examine it carefully to see how it complicatesthe problem.(4) Redefine the problem without the SRC influence and solve for the optimum businessgoal situation.7、Discuss the differences between corporate ,strategic,and tactical planning(1) International corporate planning is essentially long term, incorporating generalized goalsfor the enterprise as a whole(2) Strategic planning is conducted at the highest levels of management and deals withproducts, capital, and research, and long- and short-term goals of the company(3) T actical planning, or market planning, pertains to specific actions and to the allocation ofresources used to implement strategic planning goals in specific markets.Tatical plans are made at the local level and address marketing and advertising question.8、Differentiate the three international marketing concepts(1) Domestic market extension concept. It views its international operations as secondaryand an extension of its domestic operations. The primary motive is to marketexcess domestic production.(2) Multidomestic market concept. A company guided by this concept has a strong sencethat country markets are vastly different and that market success requires andalmost independent program for each country.(3) Global marketing concept. The world as a whole is viewed as the market,and the firm develops a global marketing strategy.It vies an entire set of country markets as a unit,identifying groups of prospective buyers with similar needsas a global market segment and developing a marketing plan thatstrives for standardization wherever it is cost and culturally effective.10、An entry strategy into international market should reflect on analysis.List the two parts that make up the framework for such an analysis(1) Market characteristics: potential sales, competition, strategic importance,Strengths of local resources, cultural differences, country restrictions and deregulation.(2) Company capability and characteristics: the degree of near-market knowledge,Marketing involvement, commitment that management is prepared to make.11、What are important traits of big emerging markets? They are(1) All geographically large(2) Have significant populations(3) Represent sizable markets for a wide range of product(4) Have strong rates of growth or the potential for significant growth(5) Have undertaken significant programs of economic reform(6) Are of major political importance within their regions(7) Are "regional economic drivers"(8) Will engender further expansion in neighboring markets as they grow.12、Briefly ,explain the benefits of global marketing.(1) When large market segments can be identified, Economies of scale in productionand marketing can be important competitive advantages for global companies(2) Unifying product development, purchasing, and supply activities across several countriesIt can save costs(3) Transfer of experience and know-how across countries through improved coordinationand integration of marketing activities(4) Diversity of markets by spreading the portfolio of markets served brings an importantstability of revenues and operations to many global firms(5) Marketing globally also ensures that marketers have access to the toughest customers.1、Why should inditex introduce their online store country-by-country?Cost, advertising, time & space, Competitors--broader distribution(more order, P customer) 2、Why was inditex slow to embrace online sales when they are so tech-savvy in other ways? Risk(political, economic, immaturity customer behavior, cultural acceptance, environments 3、Why did inditex offer a zara application for apple inc,?Zara ---apple---common—SIASIA：strategy international alliance is a business relationship established by two or more companies to cooperate out of mutual need and share risk in achieving a common objective.SIAs are sought as a way to shore up weaknesses and increase competitive strengths.Firms enter into SIAs for several reasons:(1) opportunities for rapid expansion into new markets,(2) access to new technology, more efficient production and innovation(3) reduced marketing costs, strategic competitive moves(4) access to additional sources of products and capital(5) contribute nicely to profits.4、Briefly describe five opportunities for continued growth during the next five years for zara's parent. inditex, SAProduct ----consumer---brand----store----channel5、Why does zara develop in a rapid and successful way across the world?材料中有答案国际战略联盟（strategic international alliances ）是两家或两家以上企业为了相互需要、分担风险并实现共同目的而建立的一种合作关系。