国际市场营销与策划4-6章
国际市场营销课件第六章 国际市场营销战略
§2 Corporate Strategic Planning
公司战略计划
Ⅰ.Defining the Corporate Mission
定义公司的使命
Mission statements (公司使命说明书) Good
mission statements have three major characteristics.
5.
Synergy
Synergy exists when the firm’s business, product-
markets, resource deployments and competences complement and reinforce one
other. Synergy enables the total performance of related business to be great than it would otherwise be: the whole becomes greater than the sum of its parts.
They focus on a limited number of goals. Mission statements stress the major policies and values
that the company wants to honor. They define the major competitive scope within which the company will operate.
2.波士顿咨询集团的增长-占有率矩阵
Market growth share
市 场 增 长 率
20%18%16%14%12%10%8%6%4%2%0
国际市场营销与战略课程大纲
国际市场营销与战略课程大纲1. 引言国际市场营销与战略课程旨在向学生介绍全球市场环境以及开展国际市场营销所需的策略和技能。
本课程将涵盖市场营销原理、国际市场研究、市场定位与分析、国际品牌管理、国际市场推广等内容。
通过本课程的学习，学生将能够全面了解国际市场营销的关键概念和实践技术，为未来在国际市场中取得成功做好准备。
2. 课程目标2.1 理解国际市场营销的重要性和挑战；2.2 掌握国际市场营销的基本原理和概念；2.3 学习如何进行国际市场研究和市场定位；2.4 掌握国际品牌管理的策略和技巧；2.5 学习如何制定和实施国际市场推广计划；2.6 培养发展国际市场营销战略的能力。
3. 课程内容3.1 市场营销基础知识3.1.1 市场营销概述3.1.2 市场分析与调研3.1.3 市场定位与分析3.1.4 市场细分与目标市场选择 3.2 国际市场环境3.2.1 国际市场概述3.2.2 国际市场特点与挑战3.2.3 国际市场风险评估3.2.4 国际市场准入策略3.3 国际品牌管理3.3.1 国际品牌建设与塑造3.3.2 国际品牌定位与传播3.3.3 国际品牌保护与维护3.4 国际市场推广策略3.4.1 国际市场推广原理3.4.2 广告与宣传策略3.4.3 销售促进与公关3.4.4 数字化营销与社交媒体 3.5 国际市场营销策略3.5.1 产品定价与渠道策略3.5.2 跨国市场扩张策略3.5.3 跨文化管理与国际团队建设3.5.4 可持续发展与社会责任4. 课程教学方法4.1 授课采用讲解和案例分析相结合的方式，向学生介绍相关理论和实践。
讲师将通过具体案例和行业报告等来帮助学生深入理解和应用所学知识。
4.2 小组讨论学生将组成小组，讨论和解决国际市场营销相关的问题。
小组讨论将有助于学生在实际情境中运用所学，培养团队合作和解决问题的能力。
4.3 案例分析学生将分析不同行业和企业的实际案例，深入了解国际市场营销的实践策略和挑战。
第六章国际市场营销战略规划课件
许可证合同是通过代理进行的国际市场营销活动，在许可证合同中，许可方给予被许可方在该国市场生产和销售其产品的权利，收取销售额提成作为报酬；而被许可方是在其本国进行市场营销，产品也未跨越国界。基本上未涉及国际市场营销。
2.许可证进入的几种形式
独占许可排他许可普通许可区分许可（从属许可）交叉许可
间接出口是所有进入国际市场方式中风险最低的一种。 它既不要求新增投资，也不牵涉国际市场营销的其他活动，以及汇率和政治风险等。从很多方面来看，间接出口与向国内其他用户销售产品没有什么不同，这种出口只是国内经营在量上的简单扩大，不要求特殊的管理知识，企业的管理也没有因此而发生质的改变。利用得当，间接出口可以使企业以很低的投入有效地增加企业的产出。但是，企业通过间接出口方式来学习了解国际市场的潜力也很低，企业控制海外营销活动的能力也极为有限。 间接出口的关键是寻找理想的国内出口中间商。
2）许可证合同是许可方迅速大面积占领国外市场的有效方式。 作为对许可方的补偿，被许可方同意在自己的国家生产和销售产品，支付产权、技术等的使用费，并承担保守秘密及其有关义务。通过这种方式，许可方可以避免在外国进行生产时，必须面对和解决的有关投资、法律以及雇工等一系列重大问题。被许可方不仅负责在本国的生产，也负责产品在本国市场的销售，因此许可方承担的国际业务量小，管理也相应简单。 另外，此种方式还可使许可方避免高额运费或外国市场赋税，不必提供大量的资金和人力，就可以迅速大面积地占领外国市场，保护技术专利不受侵犯，并形成先入为主的技术标准优势，为开发下一代或相关产品打下基础。
本章主要内容 1.掌握国际市场营销战略及其规划程序； 2.掌握各种进入国际市场方式的基本内容，了解各种进入国际市场方式的优缺点。
第一节 国际市场营销战略及其规划
《国际市场营销》课件 第四章 营销战略计划的制定
3.制度
企业的发展和战略实施需要完善的制度作为保证，而 实际上各项制度又是企业精神和战略思想的具体体现。
1.成本领先战略
2.产品差别化战略
3.市场聚焦战略
公司将其力量集中在为几个细分市场服务上，而不是追 求全部市场。公司从了解这些细分市场的需要入手，在 选中的细分市场上，运用成本领先，产品差别化，或者 两者兼有的战略。
二.麦肯锡7-S模型
结构
战略
共同价 值观念
系统
技能 人员 麦肯锡7—S构架
作风
1.战略
吸 大 引 力 小
1 3
2 4
机会矩阵
2．威胁（threats）
环境中一种不利的发展趋势所形成的挑战。如不采取 果断的营销行动，这种趋势将导致企业市场地位被侵蚀。 出现概率 威胁
1. 竞争者发明了一种高效电动 小汽车 2. 严重的漫长的经济萧条 3. 汽油价格提高
高
严 重 大 程 度 小
低 2
4
1
三.ＳＷＯＴ分析
1．机会（opportunity）
对公司营销行为富有吸引力的领域，在这个领域内， 该公司具有竞争优势。这些机会可以按其吸引力以及每一 个机会可能获得成功的概率加以衡量并分类。 成功概率
高 低
机会
1. 公司发明一种高效电动小汽车 2. 公司发明每加仑行驶60英里的节 油汽车 3. 公司发明一种更有效的减震汽车 4. 公司发明一种更有效的汽车污染 控制系统
国际市场营销 全球营销学每章课后习题答案
全球营销学第四版每章课后习题答案第一章Introduction to Global Marketing1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?P31、Surpass the competition at the task of creating perceived value for customers2、The Guide line is the value equation –Value = Benefits/Price (Money, Time, Effort, Etc.)P42.What is mean by “global localization”?（全球本土化策略）Is Coca-Cola a globalproduct? Explain.The phrase “global localization” represents an attempt to capture the spirit of the rallying cry for o rganizations in the 21st century, namely, “think globally, act locally.”Most people will agree that Coca-Cola is a global product by virtue of the fact that it is available in more than 195 countries in red cans bearing the distinctive signature style. It must be noted, however, that customer service efforts are adapted to the needs of particular markets, e.g., vending machines in Japan. Thus, Coca-Cola is both global and local.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world markets; 2. standardization versus adaptation is the extent to which each marketing mix element can be standardized or adapted in various country markets; 3. concentration of marketing activities is the extent to which activities related to marketing mix are performed in one or a few country locations; 4. coordination of marketing activities is the extent to which activities related to marketing mix are performed interdependently around the globe; 5. integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of world are interdependent.Examples: 1. Coke is the best-known, strongest brand, as the Coca-Cola Company, supporting its Coke, Fanta, and Powerade brands with marketing mix elements both that are globe and local, is adept at adapting sales promotion, distribution, and customer service efforts to local needs;2. Mcdonald’s business model is a restaurant system that can be set up virtually anywhere in the world and offers core menu items-hamburgers, French fries, and soft drinks-in most countries, and the company also customizes menu offerings according to local eating customs.4.How do the global marketing strategies of Harley-Davidson and Toyota differ?Harley-Davidson motorcycles are known the world over as “the” all-American motorcycle. Harley’s mystique and heritag e are associated with the USA. The company backs up this positioning with exports from two U.S. manufacturing locations. By contrast, Toyota builds some models (e.g., Camry and Avalon) for the U.S. market in the U.S., a fact that Toyota stresses in its American ad. Thus, Harley-Davidson serves global markets while sourcing locally, while Toyota’s strategy calls for serving world markets and using the world as a source of supply.5.Describe the difference between ethnocentric, polycontric, regiocentric, andgeocentric management orientations.The premise of an ethnocentric orientation is that home country products and management processes are superior. An ethnocentric company that neither sources inputs from, nor seeks market opportunities in the world outside the home country may be classified as an domestic company. A company that does business abroad while still presuming the superiority of the home country may be classified as an international company. Such a company would rely on an extension strategy whereby it would export, without adaptation, products designed for the domestic market.The polycentric orientation that predominates at a multinational company leads to aview of the world in which each country markets is different from the others. Local country managers operating with a high degree of autonomy adapt the marketing mix in a polycentric, multinational company. Managers who are regiocentric or geocentric in their orientations recognize both similarities and differences in world markets. Market opportunities are pursued using both extension and adaptation strategies. The regiocentric and geocentric orientations are characteristic of global transnational companies.OrEthnocentric orientation: home country is superior to the rest of the world, sees similarities in foreign countries，leads to a standardized or extension approach; Polycentric orientation: the opposite of ethnocentrism, each country in which a company does business is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; management`s goal is to develop an integrated regional strategy; Geocentric orientation：views the entire world as a potential market and strives to develop integrated world market strategies.6.Identify and briefly describe some of the forces that have resulted in increased globalintegration and the growing importance of global marketing.P21+Driving Forces：Regional economic agreements、Market needs and wants、TechnologyTransportation and communication improvements、Product development costs、Quality、World economic trends、LeverageRestraining Forces：Management myopia、Organizational culture、National controls 7.Define leverage and explain the different types of leverage utilized by companieswith global operations.Define leverage：P25第二章The Global Economic Environment1.Explain the difference between market capitalism, centrally planned capitalism,centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.Market capitalism is an economic system in which individuals and firms allocate resources and production resources are privately owned. (England).Centrally planned capitalism is an economic system in which command resource allocation is utilized extensively in an environment of private resource ownership. (Sweden)Centrally planned socialism, in this type of economic system, the state has broad powers to serve the public interest as it sees fit. (Former Soviet Union)Market socialism, in such a system, market allocation policies are permitted within an overall environment of state ownership. (China)2.What is a BEM? Identify the BEMs according to their respective stages of economicdevelopment.P53P56-583. A manufacture of satellite dishes is assessing the world market potential for hisproducts. He asks you if he should consider developing countries as potential markets.How would you advise him?Despite the difficult economic conditions in parts of developing countries, many nations will involve into attractive markets.One of marketing’s roles in developing countries is to focus resources on the task of creating and delivering products that are best suited to local needs and incomes. The role of marketing to indentify people’s needs and wants is the same in all countries, irrespective of level of economic development. It is also an opportunity to help developing countries join the information age.And P654.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs areranked. What does the result tell you in terms of the relevance of the index to global marketers?P52第三章Social and Cultural Environments1.What are some of the elements that make up culture? How do these find expression inyour native culture?Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguish one society from another.Culture is acted out in social institutions, such as, family, education, religion, government, business.2.What is the difference between a low-context culture and a high-context culture?Give an example of a country that is an example of each type and provide evidence for your answer.PPT 第四章4-63.How can Hofstede’s cultural typologies help Western marketers better understandAsian culture?P874.Explain the self-reference criterion(自我参照准则). Go to the library and findexamples of product failures that might have been avoided through the application of the SRC.Unconscious reference to one’s own cultural values; creates cultural myopia5.Briefly explain the social research of Everrtt Rogers regarding diffusion ofinnovations,……P94pare and contrast USA and Japan in terms of traditions and organizationalbehavior and norms.第四章The Legal and Regulatory Environments of Global Marketing1.What is sovereignty? What is it an important consideration in the politicalenvironment of global marketing?sovereignty2.Describe some of the sources of political risk. Specially, what forms can political risktake?Tension between aspirations and realityPrimarily occurs in lower and lower-middle income countries–Indonesia and economic crisisWhen political risk occurs in high income countries, it is generally due to a long-standing conflict–Northern IrelandP1423.Briefly describe some of the differences between the legal environment of a countrythat embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasons conflictsarise in the first place. Identify and describe several legal issues that relate to global commerce.Intellectual PropertyAntitrustContractualLicensing and Trade Secrets5.“See you in court” is one way to respond when legal issues arise. What otherapproaches are possible?LitigationFormal arbitration–Settles disputes outside of court–Groups agree to abide by panel’s decision1958 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards–Most important treaty regarding international arbitration第五章Global Information Systems and Market Research1.Explain two information technology puts powerful tools in the hands of globalmarketers.Modern IT tools provide the means for a company's marketing information system and research functions to provide relevant information in a timely, cost –efficient, and actionable manner.Electronic data interchange (EDI) allows business units to submit orders, to issue invoices, to conduct business electronically, Wal-Mart legendary for its EDI, save time and money, enables retailers to improve inventory management. Transaction formats are universalEfficient Consumer Response (ECR) This is in addition to EDI, an effort for retailers and vendors to work closely on stock replenishment(补充). ECR can be defined as a joint initiative by members of a supply chain to work toward improving and optimizing(最优化) aspects of the supply chain to benefit customersIntranet, Electronic Point of Sale (EPOS), Data Warehouses are also helping businesses improve their ability to target consumers and increase loyalty.2.What are the different modes of information acquisition? Which is the most importantfor gathering strategic information?3.4、Outline the basic steps of the market research process.5、What is the difference between existing, latent, and incipient demand? How mightthese differences affect the design of a marketing research project?Demand and profit potential, in turn, depend in part on whether the market being studied can be classifieds existing or potential. Existing markets are those in which customer needs are already being served by one or more companies. In some instances, there is no existing market to research and. information may be readily available. A latent market is in essence, an und iscovered segment .It’s a market in which demand would materialize if an appropriate product were made available. An incipient market is a market that will emerge if particular economic demographic, political, or sociocultural trend continues. A company is not likely to achieve satisfactory results if it offers a product in an incipient market before the trends have taken root.Market growth, brand loyalty, market segment, product, sales promotion, pricing, distribution, will be different in marketing research project.6.Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?A number of techniques are available for analyzing survey data.Factor analysis can be used to transform large amount of data into manageable units. It is useful in psychographic segmentation studies or creating perceptual maps; cluster analysis allows the researchers to group variables into clusters that maximize within-group similarities and between-group differences. It can be used to do global marketing research, to perform benefit segmentation, and to identify new product opportunities. Multi dimensional scaling is another technique for creating perceptual maps which is particular useful when there are many product to choose and consumers have difficulty in verbalizing their conceptions. Conjoint analysis is used to gain insights into the combination of features that will be the most attractive to consumers. It is useful when determines the values and utilities of the various levels of product features and plots them graphically.第六章Segmentation, Targeting, and Positioning1.differentiate the five basic segmentation strategies. Give an example of a companythat has used each one.P170-P1831、IncomePopulationsAge distributionGenderEducationOccupation2、Grouping people according to attitudes, value, and lifestyles3、4、Benefit segmentation focuses on the value equation–Value = Benefits / Price5、The population of many countries includes ethnic groups of significant size2.Explain the difference between segmenting and targeting.P200pare and contrast standardized, concentrated, and differentiated global marketing.Illustrate each strategy with an example from a global company.Standardized global marketing is mass marketing on a global scale with undifferentiated target marketing (Revlon International)Concentrated global marketing, involves devising a marketing mix to reach a niche. A niche is simply a single segment of the global market. (Germany`s Winter halter) Differentiated global marketing, represents a more ambitious approach than concentrated target marketing with multi-segment targeting and two or more distinct markets (Rover)4.5.What is positioning? Identify the different positioning strategies presented in thechapter and give examples of companies or products that illustrate each.Locating a brand in consumers’minds over and against competitors in terms of attributes and benefits that the brand does and does not offer.P192-1956.What is global consumer culture positioning? What other strategic positioningchoices do global marketers have?Identifies the brand as a symbol of a particular global culture or segment.P1967.What is high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.High-tech products are sophisticated technologically complex, and/or difficult to explain or understand, and frequently evaluated in terms of their performance against established objective standards. High-tech global consumer positioning also works well for special interest products associated with leisure of recreation.High-touch products, consumers are generally energized by emotional motives rather than rational ones, and frequently evaluated in terms of their performance against established subjective, aesthetic terms.Some products can be positioned using both strategies, with both satisfying buyers’ rational criteria and evoking an emotional response. Nokia, for example, combines technical performance with a fashion orientation.第七章Global Market Entry Strategies:1.What are the advantages and disadvantages of using licensing as a market entry tool?Give examples of companies from different countries that use licensing as a global marketing strategy.Advantages to LicensingProvides additional profitability with little initial investmentProvides method of circumventing tariffs, quotas, and other export barriersAttractive ROILow costs to implementDisadvantages to LicensingLimited participationReturns may be lostLack of controlLicensee may become competitorLicensee may exploit company resourcesP2062.What is foreign direct investment? What forms can FDI take?P209Partial or full ownership of operations outside of home countryForms:Joint ventures–Minority or majority equity stakes–Outright acquisition3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuable toFord---the physical assets or the name?P2154.What is meant by the phrase global strategic partnership? In what ways does this formof market entry strategy differ from more traditional forms such as joint ventures? Participants remain independent following formation of the allianceParticipants share benefits of alliance as well as control over performance of assigned tasksParticipants make ongoing contributions in technology, products, and other key strategic areasPPT3055.What are Keiretsu? How does this form of industrial structure affect companies thatcompete with Japan or that are trying to enter the Japanese market?PPT307书P2276.Which Strategic options for market entry or expansion would a small company belikely to pursue? A large company?StrategiesCompanies must decide to expand by:–Seeking new markets in existing countries–Seeking new country markets for already identified and served market segments第八章Product and Brand Decisions1.What is the difference between a product and a brand?A product is a good, service, or ideaBrandsBundle of images and experiences in the customer’s mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand ImageThe added value that accrues to a product as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time2.How do local, international, and global products differ? Cite examplesLocal Product is one that has achieved success in a single national market and represents the lifeblood of domestic companies. （Coca-cola, ginseng beverage only in Japan）International product is offered in several markets in a particular region (Euro-product, only in euro zone)Global product meets the wants and needs of a global market and is offered in all world regions (personal stereos)3.What are some of the elements that make up a brand? Are these elements tangible orintangible?IntangibleP2414.What criteria should global marketers consider when making product designdecisions?In many instances, packaging is an integral element of product-related design decisions. Packaging is designed to protect or contain the product during shipping；Labeling provides consumers with various types of information; Aesthetics differ around the world. Global marketers must understand the importance of visual aesthetics; Product Warranties is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure. Warranties can be used as a competitive tool5.How can buyer at titudes about a product’s country of origin affect marketing strategy?买家对于原产国的态度对营销策略有什么影响？Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries–Japan–Germany–France–ItalyP252-2546.Identify several global brands. What are some of the reasons for the global success ofthe brands you chose?Both products and brand are good……7.Briefly describe various combinations of product-communication strategies availableto global marketers. When is it appropriate to use each?Product-communication extension (dual extension) is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market. It used frequently with industrial (business to business) products.Product extension-communication adaptation strategy is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used frequently when consumer conceptions outside the home market are very different from domestic marketProduct adaptation-communication extension is an approach to global product planning is to extend, without change, the basic home-market communications strategy while adapting the product to local use or preference conditions. It used frequently when natural conditions outside the home market are very different from domestic market Product-communication adaptation (dual adaptation) strateg y is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the home market, environmental conditions or consumer preferences differ;第九章Pricing Decisions1.What are the basic factors that affect price in any market? What considerations enterinto the pricing decision?In global marketing, the task of setting prices is complicated by fluctuating exchange rates. Currency fluctuations can create significant problems and opportunities for the classic international company that exports from the home country.Inflation, or a persistent upward change in price levels, is a problem in many country markets. It can be caused by an increase in the money supply and currency devaluation. Governmental policies and regulations that affect pricing decisions include dumping legislation, resale price maintenance legislation, price ceilings, and general reviews of price levels.Pricing decisions are bounded not only by cost and nature of demand but also by competitive action.Competitive Behavior: If competitors do not adjust their prices in response to rising costs it is difficult to adjust your price to maintain operating margins; If competitors are manufacturing or sourcing I a lower-cost country, it may be necessary to cut prices to stay competitiveThe global marketer has several options for addressing the problem of price escalation orthe environmental factors described in the last section.2.Define the various types of pricing strategies and objectives available to globalmarketers.Market Skimming and Financial Objectives: Market Skimming charges a premium price which may occur at the introduction stage of product life cyclePenetration Pricing and Non-Financial Objectives: Penetration Pricing charges a low price in order to penetrate market quickly which appropriates to saturate market prior to imitation by competitors3.Identify some of the environmental constraints on global pricing decisions. Currency FluctuationsInflationary EnvironmentGovernment Controls, Subsidies, RegulationsCompetitive BehaviorSourcing4.Why do price differences in world markets often lead to gray marketing?Because price differences in world markets lead to trademarked products are exported from one country to another where they are sold by unauthorized persons or organizationsGray marketing occurs when product is in short supply, when producers use skimming strategies in some markets, and when goods are subject to substantial mark-ups 5.What is dumping? Why was dumping such an important issue during the UruguayRound of GATT negotiations?Sale of an imported product at a price lower than that normally charged in a domestic market or country of origin.P2966.What is transfer price? Why is it an important issue for companies with foreignaffiliates(外国子公司)? Why did transfer pricing in Europe take on increased importance in 1999?The transfer price is that Pricing of goods, services, and intangible property bought and sold by operating units or divisions of a company doing business with an affiliate in another jurisdiction.P2997.What is the difference between ethnocentric, polycontric, and geocentric pricingstrategies? Which one would you recommend to a company that has global market aspirations?P291-292 PPT240-242pare and contrast the different forms of countertrade.Countertrade occurs when payment is made in some form other than moneyOptions–BarterThe least complex and oldest form of bilateral, non-monetary counter-tradeA direct exchange of goods or services between two parties–Counter-purchase P303-304–Offset–Compensation trading–Cooperation agreements–Switch trading第十章Global Marketing Channels and Physical Distribution1.In what ways can channel intermediaries create utility for buyers?ObjectivesMarketing channels exist to create utility for customers–Place utility -availability of a product or service in a location that is convenient to a potential customer–Time utility -availability of a product or service when desired by a customer–Form utility -availability of the product processed, prepared, in proper condition and/or ready to use–information utility -availability of answers to questions and general communicationabout useful product features and benefits2.What factors influence the channel structures and strategies available to globalmarketers?B2CThe characters of both buyers and products have an important influence on channel design.The number of individual buyers and their geographic distribution, income, shopping habits and different channel approaches.Products characters such as degree of standardization, perishability, bulk, service requirements, and unit price have an impact as well.Channels tends to be longer as the number of consumers to be served increases and the price per unit decreases. Bulky products usually require channel arrangements that minimize the shipping distances and the number of times products change hands before they reach the ultimate customer.B2BAs is true with consumer channels, product and consumer characteristics have an impact on channel structure. Three basic elements are involved: the manufacture's sales force, distributors or agents and wholesalers.Channel strategy in a global marketing program must fit the company's competitive position and overall marketing objectives in each national market.market factors: consumer profiles, market size and location of country.3.What is cherry picking? What approaches can be used to deal with this problem?P323pare and contrast the typical channel structures for consumer products andindustrial products.P340 PPT252-2555.Identify the different forms of retailing and cite an example of each form. Identifyretailers from as many different countries as you can.PPT258-259 P3256.Identify the four retail market expansion strategies discussed in the text. What factorsdetermine the appropriable mode?Organic–Company uses its own resources to open a store on a green field site or acquire one or more existing retail facilitiesFranchise–Appropriate strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structuresChain Acquisition–A market entry strategy that entails purchasing a company with multiple existing outlets in a foreign countryJoint Venture–This strategy is advisable when culturally distant, difficult-to-enter markets are targeted 7.What special distribution challenges exist in Japan? What is the best way for anon-Japanese company to deal with these challenges?第十一章Global Marketing Communications Decisions:Advertising and Public Relations1.In what ways can global brands and global advertising campaigns benefit a company? P3482.How does the “standardized versus localized” debate apply to advertising?Four difficulties that compromise an organization’s communicat ion efforts–The message may not get through to the intended recipient.–The message may reach the target audience but may not be understood or may even be misunderstood.–The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender.–The effectiveness of the message can be impaired by noise.。
国际市场营销策略手册
国际市场营销策略手册第1章市场调研与评估 (5)1.1 国际市场环境分析 (5)1.1.1 政治环境分析 (5)1.1.2 经济环境分析 (5)1.1.3 社会环境分析 (5)1.1.4 技术环境分析 (5)1.1.5 环境因素分析 (5)1.1.6 法律环境分析 (5)1.2 市场需求与潜力评估 (6)1.2.1 市场需求规模分析 (6)1.2.2 市场需求增长趋势分析 (6)1.2.3 消费结构分析 (6)1.3 竞争对手分析 (6)1.3.1 竞争对手市场份额分析 (6)1.3.2 竞争对手产品特点分析 (6)1.3.3 竞争对手营销策略分析 (6)1.4 市场调研方法与工具 (6)1.4.1 定性调研方法 (7)1.4.2 定量调研方法 (7)1.4.3 市场调研工具 (7)第2章市场细分与目标市场选择 (7)2.1 市场细分策略 (7)2.2 目标市场选择标准 (7)2.3 市场定位策略 (7)2.4 产品差异化与定位 (8)第3章国际市场进入策略 (8)3.1 出口策略与进口策略 (8)3.1.1 出口策略 (8)3.1.2 进口策略 (9)3.2 国际市场进入模式 (9)3.3 合资、并购与绿地投资 (9)3.4 国际营销渠道建设 (9)第4章产品策略 (10)4.1 产品设计与包装 (10)4.1.1 设计原则 (10)4.1.2 包装策略 (10)4.2 产品生命周期策略 (10)4.2.1 导入期策略 (10)4.2.2 成长期策略 (10)4.2.3 成熟期策略 (11)4.2.4 衰退期策略 (11)4.3.1 市场调研 (11)4.3.2 产品创新 (11)4.3.3 试销与推广 (11)4.4 品牌策略 (11)4.4.1 品牌定位 (11)4.4.2 品牌传播 (11)4.4.3 品牌延伸 (12)4.4.4 品牌维护 (12)第5章价格策略 (12)5.1 价格制定与调整策略 (12)5.1.1 确定定价目标 (12)5.1.2 成本分析 (12)5.1.3 市场需求分析 (12)5.1.4 竞争对手分析 (12)5.1.5 价格调整策略 (12)5.2 国际市场价格竞争 (12)5.2.1 了解竞争对手的价格策略 (13)5.2.2 产品差异化 (13)5.2.3 成本优势 (13)5.2.4 市场细分 (13)5.3 折扣与补贴策略 (13)5.3.1 折扣策略 (13)5.3.2 补贴策略 (13)5.3.3 促销活动 (13)5.3.4 限时优惠 (13)5.4 价格风险管理 (13)5.4.1 多元化定价策略 (13)5.4.2 预测市场变化 (13)5.4.3 风险分担 (13)5.4.4 价格调整机制 (14)第6章分销策略 (14)6.1 国际分销渠道设计 (14)6.1.1 国际分销渠道的类型与结构 (14)6.1.2 选择合适的国际分销渠道 (14)6.1.3 国际分销渠道的管理与协调 (14)6.2 物流与供应链管理 (14)6.2.1 国际物流管理 (14)6.2.2 供应链风险管理 (14)6.2.3 供应链协同与优化 (14)6.3 仓储与配送策略 (14)6.3.1 仓储策略 (15)6.3.2 配送策略 (15)6.3.3 仓储与配送的协同优化 (15)6.4.1 电子分销渠道建设 (15)6.4.2 跨境电商运营策略 (15)6.4.3 跨境电商风险管理 (15)第7章推广策略 (15)7.1 国际广告策略 (15)7.1.1 了解目标市场：研究目标市场的文化、消费习惯和消费者需求，以保证广告内容的适宜性和吸引力。
国际市场营销第六章PPT课件
• Expropriation is where the government seizes an investment, but some reimbursement for the assets is made; often the expropriated investment is nationalized to become a government run entity
.
9
Nationalism
• Nationalism refers to feelings of national pride and unity
Feelings of nationalism are manifested by:
1. Call to “buy our country’s products only,” e.g., “Buy American”
• The ideal political climate for a multinational firm to conduct business is a stable, friendly government
• Be knowledgeable about the philosophies of all major political parties and their attitudes towards trade
• Domestication occurs when the government mandates local ownership and greater national involvement in a foreign company’s management
.
17
没收、征用和本土化
国际市场营销4
4.2 国际市场营销管理过程（上）
4.2.1 国际市场机会分析
4.2.1.1 概念及分类
市场机会：已经出现或即将出现在市 场上，但未得到满足或完全满足的市 场需求，即消费者对某种商品或劳务 的潜在需求。
美 哈梅尔、普拉哈拉德
消明 费确
人格特质经常用来依附在品牌的形象上， 以创造个性化商品来吸引有类似人格特质 的消费者
“年轻人的第一辆车”—奇瑞QQ
3、购买行为特点细分
根据购买者对一件产品的了解程度、态度、使用情况或 反应，将他们划分成不同的群体。购买行为变量包括 ，追求的利益、使用者地位、使用率、忠诚程度、购 买者态度等。
追求的利益 进入市场的程度：新顾客和老顾客 使用率:少量使用者、中度使用者和大量使用者 忠诚度
美国营销学者拉塞尔·哈雷（Rusell Haley） 曾经研究购买牙膏的消费 者所寻求的利益，成功将牙膏市场进行了细分。哈雷的调研揭示了四种主 要类型的利益细分市场：
一种所寻求的利益是防蛀，一种注重洁齿，一种注重牙膏的口味和外 观。最后一种注重经济实惠的价格，每种追求利益的群体都有其特定的人 口统计的行为和心理特征。
综合或专业频道的划分主要依据成年电视观众的不同收看需求来 开设： ➢BBC1内容丰富受众面广，2002年其市场份额达到26．2％； ➢BBC2侧重于文学、历史、艺术等教育方面，同时也满足了部分非 主流电视观众的收视需求，市场份额达到11．4％； ➢BBC3侧重于年轻电视观众； ➢BBC4以经典艺术、音乐为主要内容，观众欣赏水平较高； ➢BBCNews以55岁以上的观众为主要收视群。
者 需 求
不 明 确
现有的业务
已满足的消费者 未满足的消费者
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市场营销策划（4-6章复习题）班级姓名一、选择题（每题1分）1.企业所属的行业竞争状况是指（）。
A.竞争战略 B.竞争程度 C.竞争结构 D.竞争模型 2．一个行业被少数几家大企业所控制，这些企业的优势是其实力而非其产品差异的竞争称为（）A．完全竞争 B．完全垄断 C．寡头竞争 D．垄断竞争3．对企业的行动不做出迅速反应或者反应不强烈，这种竞争者反应模式属于（）A．选择型B．从容不迫型C．强烈型D．随机型4．竞争者只对企业某些类型的攻击做出反应，而对其他攻击不做出反应，这种竞争反应模式是（）A．选择型 B．从容不迫型 C．强烈型 D．随机型5．企业营销工作的基础是（）A．市场信息 B.营销计划 C.市场营销信息 D.市场营销计划6．下列不属于宏观环境信息的是（）A．经济水平 B.政治法律 C.竞争者 D.科技文化7．市场营销信息系统是一个由人员、机器设备和计算机程序组成并相互组成的( )A．合成系统 B.独立系统 C.复合系统 D.特殊系统8．进行营销调研的首要任务是（）A．确定调研主题B．确定资料来源C．拟定实施计划D．选择调研方法9．进行营销调研的首要任务是（）A．正确地确定营销调研的主题 B．制订营销调研方案 C．实地调研 D．分析调研结果10.以竞争双方都希望采取行动使自己损失最小，即最大损失最小化准则为基本依据的数学推断模型是( )。
A.微分推断 B.博弈推断 C.统计推断 D.数学规划推断11．在控制的条件下，对所研究的对象从一个或多个因素进行控制，以测定这些因素的关系的市场调研方法是（）A．案头调研法 B．实验法 C．询问法 D．观察法12．市场预测的首要步骤是（）A.收集资料B.确定预测目标C.选择预测方法D.进行预测13．企业市场营销管理过程的出发点是（）A．市场营销计划 B.市场营销策略 C.市场机会分析 D.市场营销预测14．对于在不同行业的交叉与结合部分出现的市场机会，我们称之为（）A．显性市场机会 B．边缘市场机会 C．局部市场机会 D．隐性市场机会15．在市场机会中，有的是明显没有被满足的市场需求，这种未被满足的需求称为（）A．行业市场机会 B．边缘市场机会 C．显性市场机会 D．隐性市场机会16．将有关人员召集在一起，不加以任何限制，对任何人提出的意见，哪怕是异想天开，也不作批评。
通过这种方法来收集那些无法从常规渠道或常规方法中得到的意见，从中寻找和发现市场机会的方法称为（）A．询问调查法 B．召开座谈会 C．德尔菲法 D．头脑风暴法17．通过轮番征求专家意见，从中寻找和发现市场机会的方法是（）A．头脑风暴法 B．德尔菲法 C．课题招标法 D．询问调查法18．企业用年龄、家庭生命周期和职业等作为细分变量来细分某一市场，这种细分的方式属于（）A．地理细分B．人口细分C．心理细分D．行为细分19．按照消费者的心理特征来细分市场称之为心理细分，心理因素主要是（）A．生活方式和个性 B．生活方式和购买时机 C．生活方式和受教育程度 D．个性和受教育程度20．春节期间，许多商家都会大肆促销。
可见他们对市场进行细分的方法是（）A．地理细分 B.人口细分 C.心理细分 D.行为细分21．将年龄、性别、收入三个因素综合起来对服装市场进行细分的方法称为（）A．单一变数法B．综合变数法C．系列变数法D．多因素分析法22．可口可乐公司没有对其软饮料市场进行细分，而是大量销售、广泛获利。
这种市场营销策略称为（）A．无差异营销 B．密集销售 C．反市场细分 D．整体销售23．企业选择目标市场的首要条件是（）A．市场上有一定的购买力 B．符合企业的目标和能力C．市场上有一定数量的潜在需求 D．该市场上无竞争对手24．细分市场的消费者需求差异较大，则企业宜采用（）A．无差异市场策略 B.差异性市场策略 C.密集性市场策略 D.分散性市场策略25．在一段时间内集中企业的力量采用一种或少数几种营销组合策略专攻一个或几个细分市场。
这种目标市场策略属于（）A．无差异市场策略 B．差异市场策略 C．密集性市场策略 D．分散性市场策略26．市场定位的出发点是（）A．消费者 B．市场 C．产品 D．企业二、填空题（每空1分）1．市场领导者扩大市场需求量可以从三方面入手：发掘新的使用者、鼓励更多的人使用、。
2．市场营销信息系统中最基本的子系统是，又称为内部会计系统或订货处理系统。
3．一个设计优良的市场营销信息系统一般是由四个子系统构成的，即内部报告系统、营销情报系统、_______________系统和营销决策支持系统。
4．在实地调研的方法中，是最常见和最为广泛采用的一种方法。
5．市场营销预测的原则包括相关性原则、、类推性原则、综合性原则。
6．市场上存在的尚未满足或尚未完全满足的显性或隐性的需求称为_____ _______。
7．在企业市场营销组合中，是关键的因素，是最后进入消费领域、满足消费者需要的唯一手段。
8．对于在不同行业的交叉与结合部分出现的市场机会，被称之为。
9．细分消费者市场所依据的变数很多，可概括为四大类：地理变数、人口变数、心理变数和。
10．把整体市场按照一定的标准，分割成若干个互不相同而内部需求相似的分市场或亚市场的过程称为____________。
11．细分消费者市场所依据的变数很多，可概括为四大类：地理变数；人口变数；心理变数；_______________。
12．单就消费者对品牌的忠诚度来看，许多消费者都不同程度地存在着这样一种购买行为。
13．使一种产品或一个品牌广泛用于各类顾客群而谋求市场广域效益的市场营销策略，被称为。
14．企业在决定目标市场的选择和经营时，可根据具体条件考虑三种不同的策略：无差异性市场策略、差异性市场策略和市场策略。
15．企业根据消费者（或用户）对于某种产品属性的重视程度，给本企业的产品规定一定的市场地位的做法称为_______________。
16．所谓____________，就是公司对其市场提供物（包括产品、服务、人员、形象等）的一种差异化的构造设计，使其在目标顾客的心目中占有一个与众不同的、有价值的位置。
17．各产品线的产品在最终用途、生产条件、销售渠道或其他方面相互关系的紧密程度称为__________________。
18．企业变动产品特色，以改变目标顾客群对其原有的印象，使目标消费者群对其产品新形象有一个重新的认识过程称为____________。
三、名词解释（每题3分）1．完全竞争2．垄断竞争市场3．市场营销信息4．市场机会5、定制市场营销6．反市场细分7．目标市场8．市场定位9．市场再定位四、简答题（每题6分）1．增长型企业竞争战略类型有哪些？2．在新兴行业中，企业制定市场竞争战略要考虑哪些问题？3．市场细分应把握哪些原则？4．什么是市场细分？消费者市场细分的标准有哪些？5．简述市场细分的步骤。
6．选择目标市场应具备哪些基本条件？7．企业的市场定位策略有哪些？179五、论述题（每题10分）1．试论述针对具体竞争者的分析内容。
2．试论述市场领导者的主要竞争战略。
3．试论述市场营销调研的步骤。
4．试述企业在决定目标市场的选择和经营时的目标市场策略。
六、案例分析题（8分）案例一：某皮鞋厂通过市场调研，市场细分，寻找到企业机会，专门为城市中、高收入男子生产防臭、排汗皮鞋。
请回答以下问题：（1）什么是市场细分？（3分）（2）该厂市场细分的标准有哪些？（2分）（3）选择目标市场时应注意哪些问题？（3分）案例二：剑走偏锋，在差异化中取胜随着市场越来越同质化，如何使自己在强手如林的同业竞争中脱颖而出，成为新产品上市最关键的问题，而差异化切入市场就是一条可行捷径。
最近在广州市场出现一种名为蓝蝴蝶的保健饮料成功地打开了市场，它的成功之处就在于差异化的产品战略与营销战略。
蓝蝴蝶一进入市场，就将自己定位于保健饮料，将目标消费者群体定位在25～40岁这个阶段的女性消费者。
因此，它一进入市场就抓住了两点，一是当前的市场空白，二是当前人们对饮料和保健产品的消费趋势。
在产品策略上，蓝蝴蝶通过产品差异化的策略，瞄准新的市场去避开那些饮料和保健品厂商的竞争。
蓝蝴蝶一开始就从原材料入手，以野生原材料以及保持这些野生材料的原汁原味作为自己差异化进入市场的着眼点。
在营销战略上，由于消费者在广告“信息爆炸”的环境中越来越麻木，并且趋于理性。
因此，在传播上蓝蝴蝶主要采用的是公关+平面广告+终端生动化的策略。
通过一些公关活动，比如联合其他一些部门举办保健与美容沙龙等活动推介产品，让消费者了解产品的特性与保健功效，同时还经常到一些白领女性聚集的地方以免费的形式推广产品。
同时，利用广告与终端，配合公关进行多层次的推广。
通过平面广告、灯箱广告加上终端生动化、POP等的配合传播，产品的功效逐步被消费者所认可，产品知名度大幅度提升。
产品的独特个性、低成本高效率的广告传播加上终端的推动，蓝蝴蝶在市场上很快大有起色。
在终端上的成功，也使不少经销商看到了赚钱的机会，主动前来洽谈。
低成本的广告策略以及差异化的产品策略，使得蓝蝴蝶新产品上市后以非常短的时间，在激烈的饮料市场中站稳脚跟。
1、市场定位的实质是什么？（2分）2、该厂采用的产品差异化策略包括哪些方面？（4分）3、该厂市场定位策略的依据是什么？（2分）案例三：美国的“Lee”牌牛仔裤把目标市场对准占人口比例较大的那部分“出生高峰期”的消费者群体，从而成功地扩大了该品牌的市场占有率。
20世纪六七十年代，“Lee”牌牛仔裤以15-24岁的青年为目标市场。
因为这个年龄段的人正是在“出生高峰期”出生的，在整个人口中占有相当大的比率。
可是到了80年代，昔日“出生高峰期”一代已经成为中青年。
为适应这一目标市场的变化，厂商只有将原有的产品略加改变，使其正好适应中青年消费者的体型和偏好。
结果在90年代，该品牌的牛仔裤在中青年市场上的份额上升了20%，销售量增加了17%。
请分析：（1）该牛仔裤公司是依据什么进行的市场细分？消费者市场细分的依据有哪些？（4分）（2）该牛仔裤公司的成功关键是什么？（4分）。