国际市场营销管理 Global Marketing Management
国际市场营销(双语版)第10章 国际市场营销管理
全球性公司所面临的基本问题是应该采用集权化还是分权化。 独立组织形式可以集中所有的专业技能和国际经验于一身；独立的国际企
采用产品型组织结构的公司比较有弹性，因为当公司想发展 另一条与现有业务无关的产品线时，可以额外增加一个新的 产品部门；这种结构也有助于企业对各个产品系列给予足够 的重视，纺织企业忽略开发新产品和那些销售量虽小但有发 展潜力的产品。此方法的显著特征是分权化，部门领导有很 大的主动权，从而有较高的积极性；对国外市场环境的变化 反应敏感，增加新产品和减少老产品对企业整体活动不会产 生太大的影响。
（二）产品型组织结构 PRODUCT ORGANIZATIONAL STRUCTURE
以产品为基础进行组织划分意味着生产单位也要对营销负起 全球性的责任，因此这种组织形态是由许多产品部门所组成， 即使是独立的国际事业部门也可以依据产品再加以划分，而 且依据其特殊的性质，地区性的专业人员也可以包括在内。 通常如果公司拥有数条没有关联的产品线，那么这是适合采 用产品型的组织结构，因为每一产品线所需要的营销工作完 全不同。
10.1.3 国际市场营销计划的协调 1.国际市场营销计划协调的必要性 2.综合计划 Comprehensive plan 3.比较分析 Comparative analysis 4.竞争战略 Competitive strategy 5.建立战略联盟 Establishing a strategic alliance
当企业的组织结构是依据区域划分时，其划分的基础是以世 界上的主要区域为主的。
全球营销管理计划和组织
Chapter 9 Global Marketing Management: Planning and Organization第9章全球营销管理：计划和组织1. Benefits of global marketing(1)When large market segments can be identified, economies of scale in production and marketing can be important competitive advantages for multinational companies.(2)Transfer of experience and know-how across countries through improved coordination and integration of marketing activities is also cited as a benefit of global operations.(3)Marketing globally also ensures that marketers have access to the toughest customers.(4)Diversity of markets served carries with it additional financial benefits.2. Planning process(1)Preliminary analysis and screening---Matching company and country needs(2)Adapting the marketing mix to target markets(3)Developing the marketing plan(4)Implementation and control3. Alternative market-entry strategies(1)Exporting出口模式输出的多是有形产品，产品在目标国家境外制造，然后运输到该国市场销售。
第十章 国际市场营销管理 《国际市场营销》PPT课件
（3）营销费用——销售额分析
管理当局应该监控这些营销开支比率。它们可能出现一 些不为人注意的小波动。但是超过正常范围的波动正是 引起麻烦的原因。
（4）财务分析
管理当局利用财务分析来判别影响公司资本净值报酬率 的各种要素。
1）确定公司的目标和任务 2）确定战略业务单位 战略核心是独立的业务单位，满足以下三个标准： （1）它们有一组清晰的外部竞争者： （2）它们的经理负责制定和执行自己独立的战略： （3）它们的盈利性可以用实际收入衡量，而不是
账面上部门间的转移支付。 因此，一个战略业务单位可以围绕不同国家、不
根据BCC方法，一家公司可以通过以下几点做机会分析： ①分析自己目前国际产品/市场的获利性； ②分析竞争者目前国际产品/市场的获利性； ③预测自己和竞争者未来国际产品/市场的获利性。 然后，利用这些分析确定每个产品/市场的目标。 一旦将目标具体化，随之也就生成了各种可供选择的战
略。
不同的战略业务单位可能在矩阵中处于不同位置。
高效的组织构架需要具备三个条件：
第一，公司组织架构的不同要素必须具有内部一致性 第二，组织构架必须与公司的战略相匹配例如 第三，战略和公司的构架不仅应相互一致，而且它们也
必须与公司市场中的竞争条件相符合，即战略、构架和 竞争环境必须都一致。
10.2.1组织结构设计的要素
国际企业的组织结构设计涉及以下四个要素。
3）战略和集权的关系
选择集权还是分权并不是绝对的。通常有些决策适合集 权，而另一些则适合分权，这取决于决策的类型和公司 的战略。
对奉行全球战略的公司而言，它们必须抉择如何在全球 分布各种创造价值的活动，以实现区位和经验曲线经济。
相反，由于多国公司强调地区的调适，把经营决策权下 放到国外子公司就显得极为重要。
国际市场营销课后答案internationalmarketingplanessayque
国际市场营销课后答案internationalmarketingplanessayqueinternational marketing planDeveloping a Global Vision through Marketing ResearchEssay Questions100. (p. 216) Give the traditional definition for marketing research.Marketing research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.101. (p. 216) Discuss the differences between traditional marketing research and international marketing research. Although the research processes and methods are basically the same in traditional marketing research and international marketing research, international marketing research involves two additional plications. First, information must be municated across cultural boundaries. Second, the environments within which the research tools are applied are often different in foreign markets.102. (p. 217) International marketers often collect forms of information not normally collected by domestic marketing researchers. Unisys Corporation gives some guidance as to what forms of information need to be collected in theinternational environment. List and briefly discuss each of the five types of information suggested by the UnisysCorporation model.103. (p. 218 and major section titles for the six) List and briefly characterize the six steps in the research process.The steps are: (a) define the research problem and establish research objectives, (b) determine the sources of information to fulfill the research objectives, (c) consider the costs and benefits of the research effort, (d) gather the relevant data from secondary or primary sources, or both, (e) analyze, interpret, and summarize the results, and (f) effectively municate the results to decision makers. Summaries of the steps can be found in the major sections describing each of the six steps.104. (p. 220-223) There are four major problems with using secondary data in international marketing research. What are these four major problems? Briefly, characterize each problem.The four major problems are: (a) availability of data, (b)reliability of data, (c) parability of data, and (d) validating secondary data. For a brief summary see each of the section titles of the four problem areas.105. (p. 223) As a practical matter, the international marketing researcher should ask four questions to effectively judge the reliability (validating secondary data) of secondary data sources. List those four questions.The four questions are: (a) Who collected the data? Would there be any reason for purposely misrepresenting the facts? (b) For what purposes were the data collected? (c) How were the data collected? (methodology) (d) Are the data internally consistent and logical in light of known data sources or market factors?106. (p. 223-225) Demonstrate the difference between quantitative and qualitative research.In quantitative research, usually a large number of respondents are asked to reply either verbally or in writing to structured questions using a specific response format or to select a response from a set of choices. Questions are designed to obtain specific responses regarding aspects of the respondents' behavior, intentions, attitudes, motives, and demographic international marketing plancharacteristics. In qualitative research, if questions are asked they are almost always open-ended or in-depth, and unstructured responses that reflect the person's thoughts and feelings on the subject are sought.107. (p. 229) Discuss the differences between back translation and parallel translation in international marketing research. In back translation the questionnaire is translated from one language to another, and then a second party translates it back into the original. This process pinpoints misinterpretations and misunderstandings before they reach the public. Back translations may not always ensure an accurate translation because of monly used idioms in both languages. Parallel translation is used to e this problem. In this process, more than two translators are used for the back translation; the results are pared, differences discussed, and the most appropriate translation selected.108. (p. 232) It has been suggested that there are at least seven different uses for the Internet in international research.Assume that you are a marketing director for Ty Beanie Babies and are interested in expanding your pany's phenomenal growth into Asia. What are the seven uses suggested in the textand which of the seven would you propose to use to plish your objective?The seven uses are (a) online surveys and buyer panels, (b) online focus groups, (c) Web visitor tracking, (d) advertising measurement, (e) customer identification systems, (f) e-mail marketing lists, and (g) embedded research. The students could make a case for any or all of the above, therefore, the intent of the question is to get the students to first list and then creatively think about options. Discussion of the seven uses may be found on page 232. If the instructor would like to place additional suggestions or parameters on the question, be sure to do so before assigning the question to students.109. (p. 239, Exhibit 8.3) The text suggests four kinds of pany-agency-customer relationships for managing the cultural barrier in international marketing research. Describe or characterize each of these kinds of relationships and designate which one(s) are better suited for managing the cultural barrier across the chain of munication.The four options are: Option A (pany--agency--customers); Option B (pany--agency--local agency--customers); Option C (pany--subsidiary--agency--customers); and, Option D (pany--foreign agency--customers). The text suggests that Options B and C are best for managing the cultural barrier.Global Marketing Management: Planning and Organization Essay Questions101. (p. 310-312) Briefly, explain the benefits of global marketing.When large market segments can be identified, economies of scale in production and marketing can be important petitive advantages of global panies. Other benefits include: (a) a transfer of experience and know-how across countries through improved coordination and integration of marketing activities, (b) ensures access to the toughest customers, and (c) diversity of markets served carries with it additional financial benefits.102. (p. 311-313) Demonstrate the differences among corporate, strategic, and tactical planning.Corporate planning is essentially long term, incorporating generalized goals for the enterprise as a whole. Strategic planning is conducted at the highest levels of management and deals with products, capital, and research, and long- and short-term goals of the pany. Tactical planning pertains to specific actions and tothe allocation of resources used to implement strategic planning goals in specific markets. Tactical plans are made at the local level and address marketing and advertising questions.international marketing plan103. (p. 315, Exhibit 11.1) List and briefly characterize the four phases of the international planning process.The four phases are: (a) Phase 1--Preliminary analysis and screening (matching pany/country needs); (b) Phase 2--Adapting the marketing mix to target markets; (c) Phase 3--Developing the marketing plan; and, (d) Phase 4--Implementation and control.104. (p. 319, Exhibit 11.2) A pany has four different modes of foreign market entry from which to select. List and briefly characterize each of these modes.The modes are exporting, contractual agreements, strategic alliances, and direct foreign investment. Brief characterizations may be found on page 319 in Exhibit 11.2. More detailed descriptions of each mode may be found in the associated sections found on pages 318-330.105. (p. 32-322) Describe the two basic contractual agreements that most panies follow in their attempt to enter aforeign market.Contractual agreements generally involve the transfer of technology, processes, trademarks, or human skills. The two basic forms of contractual agreements are licensing and franchising. Licensing is associated with patent rights, trademark rights, and the rights to use technological processes in foreign markets. It is a favorite strategy for small and medium-sized panies. Franchising involves offering a standard package of products, systems, and management services.106. (p. 323-324) What is a strategic international alliance (SIA)?A SIA is a business relationship established by two or more panies to cooperate out of mutual need and to share risk in achieving a mon objective. SIAs are sought as a way to shore up weaknesses and increase petitive strengths.107. (p. 325-328) Explain the differences between a joint venture and consortia.A joint venture is differentiated from other types of strategic alliances or collaborative relationships in that a joint venture is a partnership of two or more participating panies that join forces to create a separate legal entity. Consortia are similar to jointventures but have two distinguishing characteristics: (a) they typically involve a large number of participants and (b) they frequently operate in a country or market in which none of the participants is currently active.108. (p. 328-329) You have just been hired as a consultant by Apple Computer to advise them on how to enter the South African market. You have decided that direct foreign investment would be the best mode for Apple to follow at this point in time. Write a one-paragraph memo that outlines the benefits of direct foreign investment in a country.Companies that manufacture locally can capitalize on low-cost labor, avoid high import taxes, reduce the high cost of transportation to market, gain access to raw materials, and gain advantages by being perceived as making an investment in the market (as a way to gain entry).109. (p. 331, Exhibit 11.4) With respect to organizational structures used in international marketing, panies are usually structured around one of three alternatives. Assuming that you were a consultant for ATT who desired to create an organization that was able to merge your organization's expertise and skills with that of Sony's cell phone division so that your new jointventure could enter the Scandinavian market, which of the organizational structure alternatives would make most sense? Comment on why the structure might be a good one to use.international marketing planThe three structures are product, geographic, and a matrix approach. Students could select any of the three options, however, the text suggests that the matrix form is preferable in today's market place. A matrix structure permits management to respond to the conflicts that arise between functional activity, product, and geography. Since the new venture will be a joint venture, the matrix structure might allow both of the panies to bring separate expertise to the table. Since a matrixstructure encourages sharing of experience, resources, expertise, technology, and information, it seem to be a natural in this situation.Products and Services for ConsumersEssay Questions107. (p. 337) Discuss the two dimensions of quality.The two dimensions of quality are market-perceived quality and performance quality. Simply, one dimension deals with how consumers believe the pany, product, or service matches toexpectations of quality. The other dimension, which can be measured, deals with how the product, pany, or service actually performs.108. (p. 339) Describe the process called product homologation.Product homologation is used to describe the changes mandated by local product and service standards. A product may have to change in a number of ways to meet the physical or mandatory requirements of a new market.109. (p. 344-347) Everett Rogers notes that four crucial elements impact the diffusion of new ideas. What are those elements?The elements are (a) an innovation, (b) which is municated through certain channels, (c) over time, and (d) among the members of a social system.110. (p. 350, Exhibit 12.1) Draw and correctly label the product ponent model shown in the text.The model is shown on page 350 (see Exhibit 12.1). Students should include the core, packaging, and support services ponents and the sub-parts of each for full credit.111. (p. 353-355) Consumer services are distinguished byfour unique characteristics. List and characterize each of these four unique characteristics.The characteristics are (a) intangibility--services cannot be touched, (b) inseparability--the service cannot be separated from its consumption, (c) heterogeneous--it is individually produced and is thus virtually unique, and (d) perishability--once created it cannot be stored but must be consumed simultaneously with its creation.112. (p. 356-358) Consumer services face four kinds of barriers as these services are presented to the global market. What are these barriers?The barriers are (a) protectionism, (b) controls on transborder data flows, (c) protection of intellectual property, and (d) cultural requirements for adaptation.113. (p. 358-359, Exhibit 12.2) A successful brand is the most valuable resource a pany has. Comment on why this is true and create an example to illustrate.international marketing planUsing the material on pages 358-359 and including Exhibit 12.2, students should be able to make a case for the value of a brand. To summarize, the brand name passes the years ofadvertising, good will, quality evaluation, productexperience, and other beneficial attributes the market associates with the product. Students may use whatever example they wish, however, it still needs to be appropriate to the material above.114. (p. 363-364) Assuming that you were a new marketing manager for Nike and that your first task was to launch a renewed effort to gain market share in Europe, an Adidas stronghold. Describe the impact that the country-of-origin effect might have on your chances of success.The country-of-origin effect can be defined as any influence that the country of manufacture, assembly, or design has on a consumer's positive or negative perception of a product. Students could discuss stereotypes in the example, mention the difficulties that the U.S. has had with France, the general opinion of American-made products, Nike's publicity as asweatshop broker, or how a home-based rival such as Adidas might react to Nike. If you, as an instructor, would like to set additional parameters for this question, please do so before the exam.International Marketing ChannelsEssay Questions101. (p. 396) Characterize a distribution process.A distribution process includes the physical handling and distribution of goods, the passage of ownership (title), and the buying and selling negotiations between producers and middlemen and between middlemen and customers.102. (p. 397) The Japanese distribution system has four distinguishing characteristics. What are these characteristics? The characteristics are (a) a structure dominated by many small middlemen dealing with many small retailers, (b) channel control by manufacturers, (c) a business philosophy shaped by a unique culture, and (d) laws that protect the foundation of the system--the small retailer.103. (p. 399) How does a manufacturer attempt to control the distribution channel?The manufacturer attempts to control the distribution channel through (a) inventory financing, (b) cumulative rebates, (c) merchandise returns, and (d) promotional support.104. (p. 404) Discuss the impact of the trend from traditional to modern channel structures.The impact of these trends will change traditionaldistribution and marketing systems. While retailing revolution remains in flux, new retailing and middle-men systems will be invented, and established panies will experiment, seeking ways to maintain their petitive edge. Moreover, it is ing more dangerous to think of petitors in terms of individual panies―in international business generally, and distribution systems particularly, a networks perspective is increasingly required. That is, firms must be understood in the context of the mercial networks of which they are a part. These changes will resonate throughout the distribution chain before new concepts are established and the system stabilizes.105. (p. 408) Characterize the difference(s) between agent middlemen and merchant middlemen.The primary difference is that agent middlemen do not take title to the goods they process and the merchant middleman does. Additionally, the merchant middleman normally performs more work tasks that are often general in nature whereas the agent middleman may be more of a specialist.international marketing plan106. (p. 412) Steve Smith has been assigned the task of choosing a foreign market channel that would be mostappropriate for his pany. Assuming that his pany was an automobile pany and he wished to enter the Spanish market, list the four points that were identified in the text as starting places for making the channel selection decision. Be specific with your wording of the points.The points are: (a) identify specific target markets within and across countries; (b) specify marketing goals in terms of volume, market share, and profit margin requirements, (c) specify financial and personnel mitments to the development of international distribution, and (d) identify control, length of channels, terms of sale, and channel ownership.107. (p. 419-421) Channel strategy is thought to have six specific strategic goals. If you were to list these goals for a strategic planner, what would be the six specific goals that the planner should consider?The six Cs of channel strategy are: (a) cost, (b) capital, (c) control, (d) coverage, (e) character, and (f) continuity.108. (p. 396-424) Name and briefly define/describe the five basic points involved in making channel decisions.1. channel decisions - producer's choice of a distribution structure through which goods pass from producer to user. Everycountry market has a distribution structure through which goods pass form producer to user. This structure may have a variety of possible middlmen.2. distribution patterns - the variety of possible distribution paths and distribution channel length through which a product may pass from producer to customer.3. available alternative middlemen - the external middlemen from which specific intermediaries are selected. The middlemen e the means of building and developing the channels for international distribution.4. factors affecting choice of channels - identifying target markets, specifying marketing goals, specifying financial and personnel needs, and identifying control, length of channels, terms of sales, and channel ownership.5. locating, selecting, motivating, terminating, and controlling middlemen - the process of building international distribution requires as a first step locationg prospective middlemen. Selection involves determining which ones can performsatisfactorily. Motivating middlemen may involve financial rewards, psychological rewards, munications, pany support, andcorporate report. Termination is the dismissal of middlemen that have not performed up to standard. Controlling middlemen involves control of the distribution network and includes middlemen meeting standards of performance to insure that product is flowing through desired middlemen.Integrated Marketing Communications and International AdvertisingEssay Questions100. (p. 464) Describe the ponents of integrated marketing munications (IMC).IMC are posed of advertising, sales promotions, trade shows, personal selling, direct selling, and public relations.101. (p. 464) What are sales promotions?Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middleman effectiveness and cooperation.102. (p. 465) Describe the role of public relations.Creating good relationships with the popular press and other media to help panies municate messages to their publics--customers, the general public, and government regulators--is the role of public relations.international marketing plan103. (p. 470-471) List the seven steps in creating an international advertising campaign.The steps are: (a) perform marketing research, (b) specify the goals of the munication, (c) develop the most effective message(s) for the market segments selected, (d) select effective media, (e) pose and secure a budget, (f) execute the campaign, and (g) evaluate the campaign relative to the goals specified.104. (p. 476) List and describe the steps (stages) in the international munication process.The steps are (a) an information source, (b) encoding, (c) a message channel, (d) decoding, (e) receiver, (f) feedback, and (g) noise. See page 479 for details on each stage.105. (p. 486-493)advertising: newspapers, magazines, radio, television, or direct mail.See pages 486-493 for summaries of each of the mass media forms mentioned. If you wish to give additional instructions for answering this question or set question limits, please do so before assigning the question.106. (p. 470-471) Assume that you are the munications manager for a pany that is seeking to begin amunications process with buyers in a foreign market. Take the steps in the international munications process, list them, and indicate which of the steps will probably present the greatest challenge with respect to munication.The steps are: (a) perform marketing research, (b) specify the goals of the munication, (c) develop the most effective message(s) for the market segments selected, (d) select effective media, (e) pose and secure a budget, (f) execute the campaign, and (g) evaluate the campaign relative to the goals specified. Students should build a case for what they perceive to be the most challenging step. See pages 473 for additional aid.107. (p. 491) Belinda is considering Internet advertising to support her pany's international marketing campaign. She knows the Internet has some limitations as an advertising vehicle. What are the current limitations associated with Internet advertising?In many markets the Internet is limited in its penetration of households. Also, there is petition among Internet marketers for Web surfers.Pricing for International MarketsEssay Questions100. (p. 529) Explain the process called parallel importing.Parallel importing occurs when importers buy products from distributors in one country and sell them in another to distributors who are not part of the manufacturer's regular distribution system. For more information and illustrations see page 531, Exhibit 18.1.101. (p. 532) What is the difference between variable-cost pricing and full-cost pricing.In variable-cost pricing, the firm is concerned only with the marginal or incremental cost of producing goods to be sold in overseas markets. In full-cost pricing, the philosophy insists that no unit of a similar product is different from any other unit in terms of cost and that each unit must bear its full share of the total fixed and variable cost.international marketing plan102. (p. 544) There are two distinct views of what constitutes dumping. Explain each of these views.One approach classifies international shipments as dumped if the products are sold below their cost of production. The other approach characterizes dumping as selling goods in a foreign market below the price of the same goods in the home market.103. (p. 545-549) List and briefly characterize the four formsof countertrade.The four forms are (a) barter--the direct exchange of goods between two parties in a transaction, (b) pensation deal--involves payments in goods and cash, (c) counterpurchase--the seller agrees to sell a product at a set price to a buyer and receives payment in cash; however, a second contract stipulates that the original seller will in turn purchase a like amount of goods from the buyer (or a similar arrangement), and (d) product buy-back agreement--the seller may agree to accept partial payment in manufactured goods from the buyer or the seller can accept full payment in manufactured goods. For additional information and examples see pages 545-549.104. (p. 549) What are the benefits of transfer pricing?The benefits are (a) lowering duty costs by shipping goods into high-tariff countries at minimal transfer prices so that duty base and duty are low, (b) reducing e taxes in high-tax countries by overpricing goods transferred to units in such countries, and (c) facilitating dividend repatriation when dividend repatriation is curtailed by government policy.105. (p. 542) A reasonable price for goods in the home market may more than double in the foreign market. How doeschannel length and transportation costs contribute to the price increase?Channel length is determined by the number of middlemen. Middlemen may increase the price of goods to covertransportation costs and to increase their margins; there is little opportunity for a manufacturer to control retail prices in a foreign country. In addition, transportation costs also contribute to the increase in product costs. Transportation costs include insurance, packing, handling, and shipping charges. Such costs are added to the price of goods to determine the landed cost which es the basis of import tariffs. These costs add to the inflation of the final price of goods.106. (p. 551-553) Discuss the meaning of and nature of cartels. Are these groups beneficial or not? Create an example to illustrate your stance.A cartel exists when various panies producing similar products or services work together to control markets for the types of goods and services they produce. The cartel association may use formal agreements to set prices, establish levels of production and sales for the participating panies, allocate territories, and even redistribute profits. The economic role ofcartels is debatable, but their proponents argue that they eliminate cutthroat petition and rationalize business, permitting greater technical progress and lower prices to consumers. Many do not agree with this view. See the text on pages 551-553 for additional information and examples.。
《全球营销管理》-课程教学大纲
《全球营销管理》课程教学大纲一、课程基本信息说明课程代码：16054503课程名称：全球营销管理英文名称：Global Marketing Management课程类别：专业课学时： 48学分： 3适用对象：国际商务专业本科考核方式：考试先修课程：《经济学》、《管理学》、《市场营销学原理》、《组织行为学》等课程。
二、课程简介《全球营销管理》是一门研究国际市场需求的应用性学科，旨在讲授企业进行国际市场营销的基本理论、基本知识和技巧。
内容包括国际市场营销管理哲学、国际市场营销环境分析、国际市场营销调研、国际目标市场营销战略、国际市场竞争战略、国际市场营销组合策略等。
本课程具有环境适应性、理论系统性和应用灵活性等特点，把基础市场营销学原理与国际市场营销实务紧密结合起来，立足中国与国际市场接轨，充分利用国内和国外两种资源，开拓国内与国外两个市场。
三、课程性质与教学目的《全球营销管理》是一门建立在经济科学、行为科学、现代管理理论基础之上的综合性应用科学。
在市场经济不断推进的今天，营销思维已成为当今时代人们的核心思维，它被广泛应用于社会经济生活的各个领域。
全面、系统地学习和把握市场营销学的理论和方法，对于工商管理和财经类专业的大学生来说，显得十分必要。
通过学习与讨论，使学生全面系统地掌握市场营销学的原理及其在国际市场营销中的应用，全面了解国际市场环境变化发展趋势，初步掌握进入国际市场经营和制定国际市场营销组合策略的基本理论和基本方法，使学生具备进行国际市场营销策划的能力；具备进行国际市场研究的能力；具备制定国际经营战略，选择国际目标市场并进行市场定位的能力；具备进行国际市场产品决策、定价决策、分销决策、促销决策等方面的能力；提高分析和处理国际市场营销问题的综合能力和实践能力。
全球营销课程思政的教学目标是，通过课程中“基因式”融入中华优秀传统文化元素，使学生树立社会主义核心价值观，培养文化自信，学会以正确的态度对待国际营销活动中的跨文化交往。
市场营销管理英语术语
一/营销管理 marketing management美国营销协会 American marketing association销售 selling市场营销 marketing市场营销理念 marketing concept营销战略 marketing strategy4PS:探查 probing 分割 patitioning 优先 prioritizing 定位 positioning 营销战术 marketing tactic市场营销组合 marketing mix4PS:产品 product 价格 price 地点 place 促销 promotion 需要 need欲望 want需求 demand价值观 value proposition品牌 brandQSP组合质量quality 服务service 价格price供应链 supply chain链接 linkage竞争 competitionODM原始设计制造商 original design manufacturer市场营销观念 marketing concept大市场 magmarketing权利 power公共关系 public relations全球营销管理 global marketing management服务营销 service marketing关系营销 relationship marketing网络营销 network marketing生产概念 production concept产品观念 product concept推销观念 selling concept市场营销观念 marketing concept社会营销观念 social marketing concept大市场营销观念 megmarketing concept全球营销观念 global marketing concept二/战略 strategy的特点：计划 plan谋略 poly模式 pattern定位 position观念 perspective管理的硬件：战略strategy，结构structure，系统system，管理的软件：作风 style，人员 staff，技能 skill，共同的价值观念 shared value 使命 missionSWOT分析：优势strengths，劣势weaknesses, 机会opportunities, 威胁threats 营销机会 marketing opportunity迈克尔.波特的三种经典战略:成本领先战略cost leadership strategy差异化战略 differentiation strategy集中化战略focus strategy战略联盟strategy alliance营销联盟marketing alliances营销计划marketing plan三/进入壁垒entry barriers流动壁垒mobility barriers退出壁垒exit barriers标准化standardization协调concentration配置coordination价值链value chain整合integration竞争活动competitive activities市场拓展marketing broadening市场多样化marketing diversification正面进攻frontal attack侧翼进攻flank attack包围进攻encirclement attack迂回进攻bypass attack游击进攻guerrilla warfare信息技术information technology产品模仿product imitation冒险adventure四/二手数据secondary data四分位差interquartile range方差分析analysis of ariance判别分析discriminant anaiysis聚类分析cluster analysis联合分析conjoint analysis结构等式模型structural equation modeling测量模型measurement model德尔菲法delphi method五/顾客让渡价值customer delivered value总顾客价值total customer value总顾客成本total customer cost价值链value chain顾客期望customer expectations顾客满意customer satisfaction顾客满意度调查customer satisfaction research CSR全面质量管理total quality management TQM六/消费者购买行为：日常反应行为routinized response behavior有限解决问题limited problem solving广泛解决问题extensive problem solving文化culture亚文化subcultures多元文化营销multicltural marketing社会阶层social classes参考群体reference groups直接群体primary groups间接群体secondary groups崇拜性群体sepirational groups隔离群体dissociative groups家庭成员family身份role社会地位status年龄age家庭生命周期family life cycle生活方式life-style消费者生活方式研究方法 AIO分析：活动activities兴趣interests意见opinion按照生活方式消费者分为：在乎金钱的money-constrained在乎时间的time-constrained个性personality自我概念self-concept：实际自我概念actual self-concept理想自我概念ideal self-concept他人的自我概念other-self-concept动机motivation需要层次理论hierarchy of needs双因素理论two-factor theory:不满意的方面dissatisfiers 满意satisfiers 阶梯技术laddering techniques认知perception：选择性注意selective attentive选择性曲解selective distortion选择性保留selective retention潜意识认知subliminal perception记忆：长期记忆long-term memory LTM短期记忆short-term memory STM联想网络记忆模型associative network memory model品牌联想brand associations记忆编码memory encoding记忆恢复memory retrieval消费者购买决策的过程5W1H：why who where what when how 信念belief态度attitude期望价值模型expectancy value model消费者介入程度consumer involvement决策偏见理论decision bias心理会计mental accounting心理账户mental account风险规避risk adverse风险爱好risk taking组织采购orgnizational buying加速效应acceleration effect产品价值分析product value analysis PVA常规产品routine order product程序问题产品procrdural problem products政策问题产品political problem products顾客价值评估customer value assessment CVA一揽子合同blanket contract连续补充计划continuous replenishment programs买房管理存货vendor managed inventoryB2B交易的OTIFNE:OT交货准时IF交货充足NE交货无差错七/1.Marketing segmentation 市场细分2.mass marketing 大众营销3.global market segmentation 全球市场细分4.choiceboard 选择版5.undifferentiated marketing strategy 无差异性市场营销6.differentiated marketing strategy差异性市场营销7.concentrated marketing strategy 集中性市场营销战略8.high-tech product 高科技产品9.high-touch product 高感性产品10.product differentiated strategy 产品差异化战略11.service differentiated strategy 服务差异化战略12.staff differentiated strategy 员工差异化战略13.image differentiated strategy 形象差异化战略八/1．Customer value hierarchy 顾客价值体系：Core product 核心产品Basic product 形式产品Expected product 期望产品Augmented product 延伸产品Potential product 潜在产品2.product line 产品线3.product mix 产品组合4.product item 产品项目5.line stretching 产品线延伸6.product life cycle 产品生命周期：出现期E-加速成长期G1-缓慢增长期G2-成熟期M-衰退期D7.产品生命周期：Intrduction产品引入Growth市场成长Maturity市场成熟Decline市场衰退8.导入阶段：Rapid-skimming strategy快速猎取策略Slow-skimming strategy缓慢猎取策略Rapid-penetration strategy快速渗透策略Slow-penetration strategy缓慢渗透策略9.新产品开发程序：new-product idea新产品创意idea screening筛选创意concept development and test概念形成与测试business analysis商业分析product development产品研制market testing市场试销commercialization商业化10.消费者对新产品的反应差异：Innovators创新采用者Early adopters早期采用者Early majority早期大众Late majority晚期大众Laggards落后的购买者11.十二/整合营销传播 integrated marketing communication, IMC用一个声音说话 speak with one voice反映层次模型 response hierarchy models印象 image目标受众的总体印象分析：熟悉量表 familiarity scale偏好量表 favorability scale语义差别法 semantic differential营销传播目标：品牌知名度 brand awareness品牌态度 brand attitude品牌购买意图 brand purchase intention类目需要 category need传播诉求 appeal理性诉求 rational appeal 情感诉求 emotional appeals 道义诉求 moral appeal主题 theme单面展示 one sided presentation双面分析 two sided arguments可信度：专长 expertise可靠性 trustworthiness喜爱性 likeability传播渠道分为两类：人际传播 personal communication channels按媒体形式分：直接传播渠道 direct communication channels间接传播渠道 indirect communication channels按传播主体分：拥护者传播渠道 advocate communication channels专家传播渠道 expert communication channel社会传播渠道 social communication channels非人际传播 non-personal communication channels口碑传播 word of mouth意见领袖 opinion leader十三/广告 advertising5Ms决策：任务 mission 资金 money 信息 message 媒体 media 衡量 measurement 人员促销 personal selling促销促进 sales promotion SP事件 event体验 experience公共关系 public relations PR十四/外包 outsourcing战略联盟 strategic alliance并购：兼并 merger收购 acquisition营销环境变化归纳为八大趋势：流行化 fashionisation市场微型化 micro markets预期上升 rising expectation技术变化 technological change竞争加剧 competition全球化 globalization软性化 software新的制约 new constraints营销组织的类型：职能型组织 functional organization地区组织 regional organization品牌或产品管理型组织 managerial organization of brand or product市场管理型组织 managerial organization of market产品-市场管理组织 managerial organization of product-market事业部制组织 organization of business unitGYAT:get your act together会议营销计划 marketing planning5W1H 做什麽 what 为什麽要这样做 why 由谁来做 who 在什麽地方做 where 在什麽时间做 when 用什麽方式做 how营销控制 marketing controlling营销导向的五个属性：顾客哲学 customer philosophy整合营销组织 integrated marketing organization充分营销信息 adequate marketing information战略导向 strategic orientation工作效率 operational effciency营销审计：marketing audit十五/服务的特性：无形性intangible 不可分离性inseparability 异质性heterogeneity 易逝性 perishable服务质量：service quality全面感知服务质量：perceived service quality银行服务质量：专业professionalism礼貌courtesy快捷promptness周到thoroughness知识subject knowledge沟通技能communication skill 效率efficiency有质量的顾客服务：功能性行为functional performance技术性行为technical performance共同因素elements of both顾客感知服务质量的五大属性：可感知tangibility可靠性reliability反应性responsiveness保证性assurance移情性empathy银行服务质量:bank service quality服务包：service package核心服务core service便利服务facilitating service支持服务supporting service内部营销：internal marketing内部营销管理：态度管理attitude management沟通管理communication management十六/顾客生命周期 customer life cycle顾客感知价值 customer perceived value CPV关键时刻 the moment of truth关系营销 relationship marketing十七/全球化 globalization全球营销管理 global marketing management营销标准化 marketing standardization价值链配置与协调 configuration and coordination of value chain activities竞争活动整合 integration of competitive activities全球战略 global strategy全球营销战略 global marketing strategy国际化三阶段：出口营销 export marketing多国营销 multinational marketing全球营销 global marketing主要市场 major market成本驱动因素：规模经济 economies of scale范围经济 economies of scope经验曲线 experience curve。
global marketing management 专业
global marketing management 专业
“Global Marketing Management”通常指全球营销管理专业，是一个涉及市场营销和国际商务领域的学科。
该专业主要研究全球化背景下的市场营销策略、品牌管理、国际
市场分析、跨文化沟通等方面的知识和技能。
学生将学习如何制定和
执行全球市场营销计划，以满足不同国家和地区的消费者需求。
全球营销管理专业的课程设置通常包括市场营销学、国际商务、
消费者行为学、品牌管理、国际市场营销、跨文化沟通、数字营销等。
学生通过学习这些课程，将掌握全球市场营销的基本理论和方法，了
解国际市场的特点和趋势，培养跨文化沟通和团队合作的能力。
毕业后，全球营销管理专业的学生可以在跨国公司、国际贸易公司、广告公司、市场调研公司等单位从事市场营销、品牌管理、国际
商务等方面的工作。
他们可以在全球范围内开展市场调研、制定营销
策略、管理品牌形象、开拓国际市场等工作。
国际营销管理制度
国际营销管理制度在当今全球化的商业环境中，国际营销管理制度是企业成功进入和发展国际市场的关键。
国际营销管理制度涉及到企业在国际市场上的整体营销策略、营销组织、市场细分与定位、产品定价、渠道管理、促销和品牌建设等方面的规划和实施，通过科学合理地运用各种营销手段和资源，以此提高企业在国际市场上的竞争力和市场占有率，实现良好的市场表现和经济效益。
一、国际营销管理制度的概念国际营销管理制度是指企业为适应国际市场的需求，制定和实施的一整套营销管理体系和制度。
它包括了企业在国际市场上的整体营销战略和策略、市场分析和定位、产品、价格、渠道、促销、品牌等方面的规划和管理。
通过建立健全的国际营销管理制度，企业能够更加科学有效地利用各种营销资源，提高国际市场竞争力和市场份额，实现良好的市场表现和经济效益。
二、国际营销管理制度的重要性1. 促进营销资源的有效配置国际市场的多元化和变化性，使得企业在国际市场的营销活动面临着巨大的不确定性。
国际营销管理制度的建立和实施，可以帮助企业有序地配置和利用各种营销资源，提高资源利用效率和市场反应速度，减少资源浪费和风险。
2. 提高企业在国际市场上的竞争力国际市场竞争激烈，要想在这个市场上立足和发展，企业必须要具备良好的营销管理制度。
通过科学合理地运用各种营销手段和资源，企业能够提高产品和服务在国际市场上的市场占有率和品牌知名度，实现与竞争对手的差异化竞争。
3. 促进企业国际市场业绩的稳定增长国际营销管理制度的建立和实施，可以更好地帮助企业把握国际市场的需求和市场动向，提高产品在国际市场上的适应性和市场反应速度，推动企业国际市场业绩的稳定增长，实现良好的市场表现和经济效益。
三、国际营销管理制度的内容和要素1. 国际营销战略和策略国际营销战略和策略是企业在国际市场上推动和实施的整体营销思路和规划，包括了企业在国际市场上的目标市场和目标群体、产品在国际市场的定位和市场细分、市场推广和渠道布局等方面的规划和执行。
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Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 4
Introduction
3
Buyer behavior and consumer needs are largely driven by cultural norms. Global business means dealing with consumers, strategic partners, distributors, and competitors with different cultural mindsets. Within a given culture, consumption processes can include four stages: access, buying behavior, consumption characteristics, and disposal (Exhibit 4-1). Each of these stages is heavily influenced by the culture in which the consumer thrives.
Blunders of translation are common either direction (Exhibit 4-2) Back-translation can help avoid prob09 John Wiley & Sons, Inc.
Chapter 4
Exhibit 4-2: Notice to Guests
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Copyright (c) 2007 John Wiley & Sons, Inc.
Chapter 4
2. Elements of Culture
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Social Interaction (social interactions among people; nuclear family, extended family; reference groups) (Exhibit 4-3). Aesthetics (ideas and perceptions that a culture upholds in terms of beauty and good taste) (Exhibit 4-4). Religion (community’s set of beliefs relating to a reality that cannot be verified empirically) (Exhibit 4-5). Education (One of the major vehicles to channel from one generation to the next) (Exhibit 4-6). Value System (values shape people’s norms and standards) (Exhibit 4-7).
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 4
Exhibit 4-1: The A-B-C-D Paradigm
4
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 4
1. Definition of Culture
Global Marketing Management, 5e
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Chapter 4 Global Cultural Environment and Buying Behavior
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 4
Chapter Overview
5
There are numerous definitions of culture. In this text, culture (in a business setting) is defined as being a learned, shared, compelling, interrelated set of symbols whose meanings provide a set of orientations for members of society. Cultures may be defined by national borders, especially when countries are isolated by natural barriers. Cultures contain subcultures that have little in common with one another.
2
1. 2. 3. 4. 5. 6. 7. 8.
Definition of Culture Elements of Culture Cross-Cultural Comparisons Adapting to Cultures Cultures and the Marketing Mix Organizational Cultures Global Account Management (GAM) Global Customer Relationship Management (CRM)
Copyright (c) 2009 John Wiley & Sons, Inc. Chapter 4
2. Elements of Culture
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Culture consists of many interrelated components. Knowledge of a culture requires a deep understanding of its different parts. Following are the elements of culture: Material life (technologies that are used to produce, distribute, and consume goods and services) Language (language has two parts: the spoken and the silent language)