国际营销期末复习Short Answer

Short Answer:1. Describe three types of ownership in foreign direct investing?A corporation’s ownership choice can range from 100 percent ownership to a minority interest. Full ownership is to have 100 percent ownership. However, a major concern is the fairness of profit repatriation. Another type of ownership is joint venture, which is a collaboration of two or more organizations for more than a transitory period. The partners share assets, risks, and profits, though equality of partners is not necessary. Lastly is strategic alliance. This is an arrangement between two or more companies with a common business objective. The great advantage of strategic alliances is their ongoing flexibility, since they can be formed, adjusted, and dissolved rapidly in response to changing conditions.2. What is the difference between proactive and reactive motivators that spur a company to go international?Proactive motivations represent stimuli to attempt strategic change. Reactive motivations influence firms that respond to environmental shifts by changing their activities overtime. In other words proactive firms go international because they want to while reactive ones go international because they have to.3. Is any product ever the same everywhere it is sold?Products are not the same everywhere they are sold. Even if the physical product is the same the differences in customer perceptions change the positioning of the product as a complete cluster of value perceptions. Differences in perception occur as a result of cultural factors such as the impact of colors of the packaging and country-of-origin effects and differences in promotion advertising and distribution. The availability of service and warranties also make products different.4. Explain how counterfeiting has become a problem in foreign markets..Counterfeiting problems occur in three ways and depending on the origin of the product and where they are marketed require different courses of action. Enforcement has been problematic because of the lack of adequate personnel and the increasingly high-tech character of the products. The theft of intellectual property is a critical problem for many industries and countries accelerating with the pace of market globalization. Governments have long argued about intellectual property protection but the lack of results in some parts of the world has forced companies themselves to take action on this front.5. Briefly named 4 elements of Products1. Core product- Product or service in its simplest generic state other tangible and augmented features may be added to distinguish a core product or service from its competitors.2. Tangible product- Brand name Packaging Aesthetics Quality3. Intangible product- Country-of-Origin positioning4. Augmented product- Elements added to a core product or service that serve to distinguish it from competing products of services. Such as installation after sale service warranty delivery and credit.6. Who is harmed and who is helped by dumping ?Before the issue of dumping can be discussed it has to be defined. Dumping refers to the selling of goods overseas at a price lower than in the exporter’s home market or at a price below the cost of production, or both. The concept is quite often narrowly understood to mean only predatory dumping in which the intent by one party is to injure, and in the long term, to eliminate domestic competition.According to domestic producers who petition the U.S. government to impose antidumping duties, the exporters benefit from dumping by increased sales and market share and the domestic producers suffer from it because of the "unfair" competition. As a result, the United States imposed higher tariffs on organizations found guilty of dumping and distributed the proceeds to affected U.S. competitors. This action of the U.S. was condemned by the World Trade Organization on the grounds that it violated international trade rules as it allowed U.S. companies to benefit twice from anti-dumping rules.On the other hand, some have argued that it is actually the domestic industry that benefits from dumping. Increased competition from dumping force domestic producers to become more efficient and price competitive. Cheap imports increase competition and it is usually in the national interest to increase competition. For example, the unlikely scenario that OPEC would start "dumping" crude oil in the U.S. market would adversely affect the domestic petroleum industry but would benefit the local consumers.Dumping results in lower prices and the economic principle of comparative advantage where every country should specialize in what it produces best. Thus, as the argument goes, dumping is beneficial to the firm engaged in the practice and serves the national interest of the country where the good is dumped at the same time. One can of course not ignore the harmful effects upon the domestic industry in terms of decreased employment and lower profits for the domestic industry.7. How to minimize the risk of being accused of dumping?The marketer can focus on value-added products (产品附加值) and increase differentiation(增加差异化)by including services in the product offering.8. Some exporters report that they value above all the broad exposure afforded through exhibiting at a trade show, regardless of whether they are able to sell directly at the event. Comment on this philosophy.Marketers participate in trade shows for several reasons, including broad exposure, generating new sales leads, generating goodwill, improving contact with government officials and decision makers, obtaining evaluative data on the effectiveness of a promotional campaign, opportunity to promote and demonstrate new products, cultivation of customer and distributor contacts and the ability to reach a large number of prospective customers. Participation in trade shows is a sales promotion tool and the goal of sales promotion is to increase sales by stimulating market response, if not at the show, at least in the future.Future sales may be achieved through broad exposure at show. If exporters value the broad exposure afforded through exhibiting at a trade shows, they must value it because they believe the exposure will result in a purchase behavior. Unless the firm takes advantage of these factors to increase sales in the future, the costs of participating in trade shows may be unwarranted.The simple statement of "nobody may notice you're there, but everyone will notice if you are notthere" may indeed hold true.9. Please describe the Channel Configuration of Consumer Products and Industrial Products respectively.In general, companies use one or more of the following distribution system of Consumer Products:1)Producer – retailer - consumer2)Producer – wholesaler – retailer – consumer3)Producer – agent – retailer – consumer4)Producer – agent – wholesaler – retailer – consumerIn general, companies use one or more of the following distribution system of Industrial Products:1)Producer – agent – industrial user2)Producer – industrial distributor – industrial user3)Producer – agent – industrial distributor – industrial user。