国际营销简答英文版
全球营销简答题
一、母国中心主义，（Ethnocentric orientation）多国中心导向、地区中心导向、全球中心导向的差异。
母国中心主义：认为自己的国家优于世界其他国家的人即属于母国中心导向性。
公司员工只看到市场的共性，并认为在本国市场畅销的产品和可行做法也会在其他任何地方畅行无阻。
多国中心导向：与母国中心主义真好相反。
他们认为每个公司商务所及的国家都是独特的，这一观点导致人们采取当地化或因地制宜策略。
产品根据不同的市场条件作适当的修改。
地区中心导向：管理层将每个地区都视为独特的并试图发展一个整合的地区性战略。
地区中心导向的公司把整个世界视为潜在市场，并努力发展一体化的世界市场战略。
全球中心导向：是综合母国中心和多国中心的结果；这是一种既看到各个市场和国家的共性也看到其差异的“世界视野”这种视野促使企业努力创造一套能完全迎合各地需要和欲望的全球战略。
二、市场资本主义、中央计划社会主义、中央计划资本主义和市场社会主义的不同之处。
举例。
市场资本主义：是一种由个人和公司配置资源，生产资源私有的体制。
简而言之，消费者决定他们要什么，公司决策生产什么和生产多少。
北美西欧多采用。
中央计划社会主义：与市场资本主义相反的是中央计划社会主义。
政府计划编制者就货品或服务的种类、生产产量、可供消费者选购的种类做自上而下的决策。
中央计划资本主义：在私有资源环境中大幅依靠指令配置资源的体制。
例子：如在瑞典，2/3的支出是由政府控制的资源配置的“指令”导向部分大于“市场”导向部分。
市场社会主义：这种制度允许在整体国有的环境中采取市场配置的政策。
例子：中国寄予广东省企业和个人相当大的在市场经济体制下运营的自由。
三、高语境与低语境。
高语境：用言语表达的信息包含着较少的世纪信息，更多的信息存在于沟通情境中.低语境：词语承载了沟通中的大部分信息。
例子：日本、沙特阿拉伯。
在这类文化中，影响商务信贷发放决策的依据更多是借贷人的身份和背景，稳不是对预计财务报表文件的正式分析。
国际营销homework1--ch2
1. After reading “Global Commerce Causes Peace”, please answer this question. How to understand “global commerce causes peace”?2. Why did McDonald’s pull out off Latin American and Middle East markets according to the information given in the third paragraph on page 5?3. Why does the author believe that in international market “Flexibility means survival”?4. What are the four major Events and Trends Affecting Global Business?5. “As one international expert noted, every American company is international”, how to understand this?6. Please give out some illustrations on the Internationalization of U.S. Business. Can you list some foreign acquisitions of Chinese companies?Can you list some Chinese acquisitions of foreign companies?7. What’s International Marketing?What’s the difference between domestic marketing and international marketing8. Why the international marketing is more complicated than that the domestic marketing?9. Please list the controllable factors for a company?10. Please list the uncontrollable factors in domestic market facing by an MNC.11. Please list the uncontrollable factors in foreign markets facing by an MNC.12. The key to successful international marketing is adaptation to the environmental differences from one market to another. What are the primary obstacles to success in international marketing?13. What’s SRC ? What are the dangerous of SRC? What’s Ethnocentrism?14. How to isolate the SRC influences and to maintain a vigilance regardingethnocentrism?15. What does “to be Global Awareness” mean?16.Please list out approaches that can be used in the building of organization global awareness .17. Please list the stages of International Marketing Involvement.18. Discuss the conditions that have led to the development of global markets.19. Differentiate between a global company and a multinational company.20. Does a global orientation mean to follow a single strategy of standardization without regard for cultural differences ？Does it imply that the marketing effort must be adapted to every cultural difference?。
(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 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 contracts with 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 limitVoluntary 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 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),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.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 value over 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 customers 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 to the issuing nation’s lack of recognized 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（）。
国际市场营销英文版
• The enterprises are faced with the problems: the shortages of the natural resoures the pollution of the natural environment
The solution: 1、setting up the green marketing concept 2、sustainable development
• Business cycles and Spending patterns Spending patterns are linked to the business cycle. The level of business activity that moves from prosperity to recession, to recovery. Prosperity production employment demand Recession production employment demand Recovery production employment demand • Consumer Income It influences whether or not consumers buy products
• The people living in a particular society hold many core beliefs and values that tend to persist,and the beliefs are passed on parents,schools,religious,government, business,groups. For example: the government of singapor encourage the people speak mandarin.
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.。
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1
© 2010 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different
from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
chapter1
What 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）.
Chapter2
1. 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?
Wu
Chapter4:
1.List and briefly describe the elements of culture.
a) Language
b) Nonverbal Language
c) Religion
d) Values and Attitudes
e) Manners and Customs
f) Material Elements
g) Aesthetics
h) Education
i) Social Institutions
j) Sources of Cultural Knowledge
2.List and briefly describe the dimensions of culture used in Cultural Analysis
a) Individualism-“I ” consciousness versus “we ” consciousness;
b) Power distance- level of equality in a society;
c) Uncertainty avoidance- need for formal rules and regulations
d) Masculinity- attitudes toward achievement, roles of men and women.。