《国际市场营销学》第二章习题参考
国际市场营销学习题
《国际市场营销学》练习题及参考答案第一单元(第1、2章)练习题一、选择题:1.第二次世界大战以来,世界经济生活中最显著的变化之一,就是企业经济活动的。
A.公开化B.国际化C.全球化D.多样化2.全球性的国际市场营销,是跨国公司营销的阶段。
A.高级B.初级C.促销D.优化3.以增加产量和降低成本为企业经营主要问题的指导思想是。
A.生产观念B.产品观念C.推销观念D.营销观念4.在商品经济发展史上一种与工业革命相提并论的全新经营思想是。
A.推销观念B.营销观念C.社会营销观念D.大市场营销观念5.政府强迫企业交出其资产由政府接管的政治风险是。
A．没收B.征用C.国有化D.购买6.大陆法系的主要特征是。
A.以成文法典为主要法源、B.实行"先例约束力原则"C.重视法律程序D.采用判例法7.各种关税与非关税措施纷纷出笼,说明。
A.新的贸易方法B.世界经济一体化C.经济活动集团化D.政府参与国际市场竞争8. 技术的发展使传统的国际市场发生变革。
A.营销观念B.营销方式C.营销水平D.营销组织9.两个人均收入相近的国家或两个收入相同的消费者消费模式迥然不同,关键在于的差别。
A.政治B.法律c.经济D.文化二、简答题:1.何谓国际市场营销?2.国际市场营销与国内市场营销的差异主要有哪些?3.国际市场营销与国际贸易的差异主要有哪些?4.当今国际市场的主要特征。
5.国际市场营销活动主要经过了哪几个阶段?6.国际市场营销学的研究对象是什么?7.为减少政治风险,企业可采取哪些途径和措施?8.科学技术对企业国际市场营销有什么影响?9.何谓"文化适应"?10.影响国际营销的文化环境的主要内容。
三、判断分析题1.国际市场营销比国内市场营销所面临的环境因素更为夏杂。
2.国际市场营销和国际贸易产品和劳务的交换必须真正试一国转移到另一国。
3.国际市场营销实际上就是研究国际贸易实务问题。
4.产品观念与生产观念有所不同,生产观念注重产品的吊质与性能,产品观念注重产品的质量与成本。
国际市场营销各章复习题
第一章国际市场营销概述
国际市场营销、顾客价值、自我参照原则
生产观念、产品观念、推销观念、市场营销观念、社会市场营销观念、大市场营销观念、全球营销观念
1、国内市场营销、国际贸易与国际市场营销的异同。
2、国际市场营销的发展阶段。
3、自我参照标准对国际市场营销的影响。
第二章国际市场营销环境
文化、文化环境、经济环境、法律环境、政治环境、绿色营销
1、霍夫斯泰德的文化类型说
2、罗斯托的经济发展六阶段模型
3、英美法系和大陆法系
4、解决国际贸易争端的途径
第三章国际市场调研
国际市场营销调研、询问法、实验法、观察法
1、国际市场营销调研的内容包括哪些？
2、国际市场营销调研的类型
3、调查问卷的设计
4、搜集国外市场原始数据和二手数据的方法
第四章国际市场机会选择
国际市场细分、许可贸易、特许经营、合同生产、工程承包合同、战略联盟
1、国际市场细分的标准
2、评估国际目标市场的标准有哪些？
3、国际市场进入策略有哪些？其优点和缺点分别是什么？
4、许可贸易的形式有哪些？
第五章国际市场营销产品策略
原产地效应、国际产品生命周期、
1、国际产品生命周期分为哪几个阶段？
2、国际市场营销产品扩张有哪些策略组合？
第六章国际市场营销价格策略
国际市场价格的构成P165
国际市场定价方法与策略
国际市场价格调整
第七章国际市场渠道策略
渠道、渠道的长度、宽度、中间商
1、国际市场营销渠道开发影响因素
2、国际中间商的类型
3、国际渠道的设计
第八章国际市场促销策略国际广告、公共关系、人员推销、销售促进。
《国际市场营销学》第二章习题参考答案
1.解释下列概念：文化：文化是指给定社会中由人们可识别的行为方式特征整合而成的体系。
它包括给定社会群体想、说、做、行的方式，即这个社会群体的习惯、语言、物质成就、共同的态度和感情体系等。
物质文化：物质文化是指人类创造的物质产品，包括生产工具和劳动对象以及创造物质产品的技术。
语言：语言是文化要素中最具特征、区别最为明显的一个要素，反映了一种文化的实质和价值观。
社会组织：社会组织是指一个社会中个人和团体所发挥的作用以及这些个人和组织之间的相互关系。
文化分析：对消费者的态度、动机、信念和行为的分析。
文化适应：企业在制定国际营销决策时，充分考虑目标市场国的文化特点，使决策在实施过程中不但不触犯当地的文化传统、生活习俗、宗教信仰等，而且能比竞争对手更好地满足当地消费者的需求，取得竞争优势。
文化变迁文化的民族中心主义：人们对本民族的文化有着一种强烈的认同感，并自觉不自觉地贬低其他文化中陌生和未知的部分。
商业习惯：一个国家的商业习惯与该国的文化是密切相关的，犹如语言一样，商业习惯也是文化环境的组成部分。
企业经营结构：包括企业规模，企业所有制，企业权利结构，企业的各种公众。
2.为什么说文化因素是影响国际营销的核心因素？答：首先，文化渗透于营销活动的各个方面。
其次，国际营销者的活动又构成文化的一个组成部分，其活动推动着文化的发展。
再次，跨界文化差异不仅仅存在于国与国之间,更多的体现在组织、机构和公司内部。
最后，市场营销成果的好坏受文化的裁判。
3.物质文化对国际营销有哪些影响？答：广告促销方面，东道国传播媒介的方式和完善程度，直接影响促销方式和效果；在分销渠道方面，东道国的商业基础设施和机构的完善程度不同，批发与零售的网络各异，要做到合理利用当地营销机构作好分销，也必须对这方面的物质文化状况有全面了解；物质文化水平还影响着消费者对产品的要求。
4.文化分析有什么作用？答：认识文化差异对于国际市场营销而言至关重要。
认识文化差异可以建立在文化分析的基础上，文化分析有利于国际市场营销者更好地认识文化差异；文化分析能够为营销组合提供指南。
国际市场营销学(二)章节练习
《国际市场营销》阶段练习（1—4章）班级__________ 姓名__________ 成绩__________一、单选题（20分）1．人们对名誉、地位等方面的需要属于以下哪个层次的需要？（）CA. 生理需要B. 社交需要C. 尊敬需要D. 自我实现需要2．记录所有的商品和劳务的进出口以及单方面资金转移是（）AA. 经常项目B. 资本项目C. 官方储备项目D. 非经常项目3．国际产品生命周期理论的代表人物是（）DA. 亚当斯密B. 大卫李嘉图C. 俄林D. 费农4．印度、埃及和菲律宾等国经济属于（）CA. 自给型经济B. 原料出口型经济C. 工业化进程中的经济D. 工业化经济5．国际市场营销是指（）CA. 各国之间的商品交换B. 向他国出口产品C. 跨国界的市场营销活动D. 在某国生产产品6．国际市场营销的约束力是（）CA. 新技术革命的推动B. 杠杆作用C. 市场差异D. 国内竞争的压力7．企业能生产什么就生产什么，能生产多少就生产多少，这种经营观念叫做（）CA. 市场营销观念B. 推销观念C. 生产观念D. 社会市场营销观念8．社会市场营销观念的基础是（）CA. 生产观念B. 推销观念C. 市场营销观念D. 计划观念9．工商企业最关注的国际收支项目是（）AA. 经常项目B. 资本与金融项目C. 官方储备项目D. 错误与遗漏项目10．进出口商品经过一国关境时，由政府海关所征的税收称为（）AA. 关税B. 所得税C. 营业税D. 增值税11．提倡“以顾客为导向，整合营销，从顾客需求的满足中获利”的经营观念叫作（）CA. 生产观念B. 推销观念C. 市场营销观念D. 社会市场营销观念12．霍夫施塔德提出从几个方面进行跨文化分析（）DA. 2个B. 3个C. 4个D. 5个13．马斯洛认为，人的需要按轻重缓急可以分为（）CA. 3个层次B. 4个层次C. 5个层次D. 6个层次14．一国居民在一定时期内与外国居民之间的经济交易的系统记录称为（）BA. 国际流量B. 国际收支C. 国际储备D. 国际借贷15．“比较优势”贸易理论的提出者是（）BA. 亚当斯密B. 大卫李嘉图C. 凯恩斯D. 曼昆16．以下哪种途径获得的信息属于二手资料？（）DA. 通过访谈B. 通过调查问卷C. 通过市场试验D. 通过报刊杂志17．用一组与某产品潜在需求量密切相关的变量来间接估计该产品可能的需求量的方法是（）BA.类比估计技术B. 多因素指标技术C. 回归分析技术D. 风险评估技术18．国际市场营销调研的最后一个环节是（）DA. 问卷设计B. 二手资料收集C. 数据分析D. 撰写调研报告19．下列各项统计误差中属于样本统计误差的是（）AA. 调研对象范围误差B. 替代信息误差C. 回答误差D. 测量工具误差20．国际市场营销调研中，所用设计概念与收集信息之间的差距而产生的误差称为（）CA. 调查人员误差B. 处理过程误差C. 替代信息误差D. 回答误差二、多选题（10分）1．下列属于国际经济活动统计时所在国的居民有（）ABEA．所在国企业 B 所在国的非盈利企业 C 所在国政府部门及外交人员D．外籍自然人在该国的经济活动不足一年E．受雇在驻外使领馆工作的雇员2．根据企业跨国经营的性质，国际市场营销可划分为哪些层次？（）ABDEA. 国内市场营销B. 出口市场营销C. 区域市场营销D. 国际市场营销E. 全球市场营销3．国际市场营销调研中，下列各项误差属于测量误差的有（）ACDEA. 替代信息误差B. 抽样误差C. 回答误差D. 调研对象范围误差E. 处理过程误差4．影响企业国际营销的社会文化环境因素包括（）ABCEA. 语言B. 教育C. 宗教D. 人口状况E. 审美观和价值观5．非关税壁垒的特点是（）ACEA. 灵活性B. 间接性C. 歧视性D. 无偿性E. 隐蔽性三、名词解释（12分）1．整合营销2．仲裁3．关税的有效保护率4．相对配额四、判断分析题（6分）1．哈维瑞史认为，文化因素在谈判的信息交换阶段起着最重要的作用。
国际市场营销学二
国际市场营销学二国际市场营销学（二）03年7月--06年7月试题及答案本部分设定了隐藏,您已回复过了,以下是隐藏的内容全国2003年7月--国际市场营销学(二)试题一、单项选择题(在每小题的四个备选答案中，选出一个正确答案，并将正确答案的序号填在题干的括号内。
每小题1分，共20分)1.从事国际营销的企业具有利用杠杆作用的独特优势，这种杠杆作用是( c )P11A.国际竞争B.发展机会C.经验移植D.政府鼓励2.国际营销与国内营销的区别主要体现在( D )-P3A.经营观念的演进B.企业结构的不同C.经营商品的不同D.营销环境的变化3.在跨文化分析中，低背景相关文化是指( B )P120A.语言只表达部分信息B.信息表达比较直接C.信息表达不明确D.主要依靠背景信息4.分析一个国家的市场规模，主要根据( A )P20A.人口状况和收入水平B.经济状况和类型C.人口总量和年龄结构D.恩格尔系数5.国际消费者购买过程的差异主要体现在( B )P111A.信息收集B.认识过程C.买后感受D.挑选过程6.有效的市场细分应具有的特征是( D )p145A.广泛性B.相似性C.区域性D.可盈利性7.属于直接出口形式的是( C )P153-155,重点看一下A.与国外企业合资经营,B.经本国贸易公司出口C.在国外市场设立销售机构D.授权国外企业使用商标8.制造商用一个品牌来命名自己所有的产品，这是( A )P199A.统一品牌策略B.系列品牌策略C.个别品牌策略D.组合品牌策略9.一个企业将价格降至竞争者不得不离开该市场，这是( A ) P217A.掠夺性定价B.撇脂定价C.转移定价D.渗透定价10.当产品的销售额和利润都明显上升，这表明产品处于( B )P189A.成熟期B.成长期C.投入期D.发展期11.二手资料经过多次转载容易出错，必须注意其( C ) P93A.充分性C.准确性D.滞后性12.在企业所在国以外的国家进行的调研项目属于( D ) P87A.多国调研B.交叉文化调研C.跨国调研D.国外调研13.意大利、西班牙和东欧等国的零售业可称之为( C ) P241A.发达型零售B.结构化零售C.中间型零售D.传统零售14.间接渠道比直接渠道的优势是( A ) P154A.迅速开发市场B.直接接触最终用户C.节省流通时间D.节省流通费用15.国际分销中具有速度快、运量大的特点的运输方式是( B )P249A.公路B.铁路C.空运D.海运16.采用标准化促销信息的根据之一是( A)P258A.规模经济B.文化差异C.形式相同D.法律区别17.在一段时间内每个受众接触同一广告的次数是广告的( B P265A.到达率C.持续性D.总强度18.国际公共关系促销方法有( C )P279A.营业推广B.价格折扣C.新闻发布D.红利分成19.在麦肯锡7-S模型中被认为是企业成功经营的“软件”有( B ) p286A.战略B.风格C.结构D.制度20.关税与贸易总协定生效于( D )P76A.2001年B.1996年C.1949年D.1948二、简答题(每小题5分，共30分)21.企业在制定国际营销策略时，考虑到各国教育水平的差异，应注意哪些问题?p3422.在国际市场营销中，为什么需要提高文化适应性? p11523.列出消费者的购物风险，并举例说明。
国际市场营销课后习题答案
《国际市场营销理论与实务》（第2版）习题答案仅供参考第一章国际市场营销概述一、单项选择题C C B C B二、多项选择题1.ABDE2.ABCD3.ACDE三、简答题1.简述国际营销和国际贸易的异同（1）相同点。
国际市场营销与国际贸易都是以获得利润收入为目的而进行的跨越国境的经济活动。
（2）不同点。
①所依据的理论点不同；②商品(劳务)交换的行为主体不同；③强调重点不同；④商品(劳务)转移的形态不同；⑤国际市场营销涉及企业整体发展战略问题；⑥评价绩效的信息来源不同。
2.简述企业走向国际市场的主要动因（1）国际营销的竞争动因①避开竞争锋芒。
②追逐竞争对手。
③锻炼竞争能力。
④延长产品生命周期，发挥竞争优势。
（2）国际营销的资源动因①开发自然资源。
②利用劳动力资源。
③获取技术资源。
④赢取信息资源。
（3）国际营销的利润动因①通过规模效应，获得更大利润。
②利用资源优势，获得更大利润。
③利用优惠政策，获得更大利润。
同时，一些国家为了吸引外商投资，在税收等方面采取一系列优惠政策。
国际企业也可以通过东道国政府的优惠政策获得更大的收益。
3.试区别国内营销、出口营销、国际营销、多国营销、全球营销（1）国内营销。
国内营销是指国内市场为企业唯一的经营范围，企业经营的目光、焦点、导向及经营活动集中于国内消费者、国内供应商、国内竞争者。
其公司在国内从事营销活动可能是有意识的、自觉的战略选择，活着是无意识的、不自觉的想躲避国外竞争者的挑战，有时甚至由于对外界环境的无知而造成“出口恐惧症”，对出口销售持消极态度。
（2）出口营销。
出口营销时期一般指20世纪第二次世界大战后至60年代。
但是，此阶段仍以出口产品为主组织国际市场营销活动，对国际市场调研、产品开发的自觉性还不够。
这是企业进入国际市场的第一阶段。
其目标市场是国外市场，企业在国内生产产品到国外销售，满足国外市场需求。
在这一阶段产品与经验成为发展出口营销的关键。
同时，国际营销者还要研究国际目标市场，使产品适应每个国家的特殊要求。
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.。
国际市场营销学重点及复习题答案
第1章国际市场营销导论关键词市场营销国际市场营销国际贸易全球营销⑴企业走向国际市场的主要动因；①国内市场竞争激烈②获取国外先进科学技术及先进的管理技术③利用两种资源与两个市场获取国外低成本的生产资源及引进外资⑵国际市场营销学与市场营销学的关系；联系：国际市场营销是基础市场营销学的延伸和分支，国际市场营销学的基本原理和方法同基础市场营销学无多大差异。
区别:①环境不同②市场营销组合策略有区别③国际营销战略及营销管理过程更复杂⑶国际营销与国际贸易有何区别与联系；联系：①都是以获取利润为目的而进行的跨国界的经营活动②都是以商品与劳务作为交换对象③都面临着相同的国际环境④理论基础都是早期的“比较利益学说”及“国际产品生命周期”区别；①商品的交换主题不同②商品的流通形态不同③国际贸易的作业流程比国际营销狭窄④国际营销活动较国际贸易更富于主动及创新精神⑤评估二者的效益的信息来源不同⑷国际企业经营哲学的演变经历了哪几个阶段，目前我国企业的经营哲学主要处于哪一阶段，为什么？p17①以生产为向导的传统营销观念②以国外顾客为向导的营销新观念③以外部环境为向导的营销战略观念④以全球市场为向导的全球营销观念第2章国际文化环境关键词文化文化分析文化适应文化变迁⑴为什么说文化因素是影响国际营销的核心因素；首先，文化渗透于营销活动的各个方面。
其次，国际营销者的活动又构成文化的一个组成部分，其活动推动着文化的发展。
最后，市场营销成果的好坏受文化的裁判。
P33⑵文化要素有哪些；①语言②宗教信仰③教育④社会组织⑤物质要素⑶文化分析的作用、种类和方式；P45作用：文化分析能够为营销组合提供指南。
文化因素影响促销方式的选择。
总类：①民族中心观念②民族同化观念③东道国中心观念方式：长期观察和现场考察⑷文化适应的内涵与类型；内涵;指企业在制定国际营销决策是，充分考虑目标市场国的文化特点，使决策在实施过程中不但不触犯当地的文化传统，生活习俗，宗教信仰等，而且能比竞争对手更好地满足当地消费者的需求，取得竞争优势。
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1.解释下列概念：
文化：文化是指给定社会中由人们可识别的行为方式特征整合而成的体系。
它包括给定社会群体想、说、做、行的方式，即这个社会群体的习惯、语言、物质成就、共同的态度和感情体系等。
物质文化：物质文化是指人类创造的物质产品，包括生产工具和劳动对象以及创造物质产品的技术。
语言：语言是文化要素中最具特征、区别最为明显的一个要素，反映了一种文化的实质和价值观。
社会组织：社会组织是指一个社会中个人和团体所发挥的作用以及这些个人和组织之间的相互关系。
文化分析：对消费者的态度、动机、信念和行为的分析。
文化适应：企业在制定国际营销决策时，充分考虑目标市场国的文化特点，使决策在实施过程中不但不触犯当地的文化传统、生活习俗、宗教信仰等，而且能比竞争对手更好地满足当地消费者的需求，取得竞争优势。
文化变迁文化的民族中心主义：人们对本民族的文化有着一种强烈的认同感，并自觉不自觉地贬低其他文化中陌生和未知的部分。
商业习惯：一个国家的商业习惯与该国的文化是密切相关的，犹如语言一样，商业习惯也是文化环境的组成部分。
企业经营结构：包括企业规模，企业所有制，企业权利结构，企业的各种公众。
2.为什么说文化因素是影响国际营销的核心因素？
答：首先，文化渗透于营销活动的各个方面。
其次，国际营销者的活动又构成文化的一个组成部分，其活动推动着文化的发展。
再次，跨界文化差异不仅仅存在于国与国之间,更多的体现在组织、机构和公司内部。
最后，市场营销成果的好坏受文化的裁判。
3.物质文化对国际营销有哪些影响？
答：广告促销方面，东道国传播媒介的方式和完善程度，直接影响促销方式和效果；在分销渠道方面，东道国的商业基础设施和机构的完善程度不同，批发与零售的网络各异，要做到合理利用当地营销机构作好分销，也必须对这方面的物质文化状况有全面了解；物质文化水平还影响着消费者对产品的要求。
4.文化分析有什么作用？
答：认识文化差异对于国际市场营销而言至关重要。
认识文化差异可以建立在文化分析的基础上，文化分析有利于国际市场营销者更好地认识文化差异；文化分析能够为营销组合提供指南。
5.试述文化变化对企业国际营销决策的影响。
答：满足文化变迁带来的消费者的新的需求；改变文化、推动文化变迁式的文化渗透是国际市场营销的有效手段；营销决策应该根据文化被接受的程度、阻力大小或反对程度进行。
6.国际营销应当如何尽量减少新产品引进国外市场时可能遭受到的文化阻力？
答：一个国家的商业习惯与该国的文化是密切相关的，国际营销人员最为重要的是要学会调整自己，以适应东道国的文化；理解和利用东道国的企业经营结构；理解并习惯东道国做生意的方式。
7.举例说明现实生活中营销改变文化的例子。
答：可以以淘宝的双十一活动为例，西方的传统节日在中国的流行也和商家的营销有莫大关系。
8.试述商业习惯与文化的关系。
答：一个国家的商业习惯与该国的文化是密切相关的，犹如语言一样，商业习惯也是文化环境的组成部分。
文化与商业习惯的关系应该这样理解：一方面，东道国的商业习俗和惯例受该国或地区文化的影响，这是基础部分；另一
方面，在当今以商业为基本活动内容的世界中，商业活动及商业习惯又在很大程度上丰富着各国的文化内涵。
案例思考答案的提示：
1.国际营销者的任务之一就是在国际市场传递价值。
请根据本案例中出现的问题，重新为该产品制定国际营销策略，以便能使产品成功上市。
答：结合国际营销策略的制定和印度当地的文化情景的结合展开论述。
2.根据营销组合制定营销计划。
这个计划应该基于印度市场的本地需求制定得出。
答：分别将4p组合结合当地需求论述。
3.比较iphone在印度市场所采取的国际营销策略与其本国（即美国）营销策略有何不同。
请在答案中包含文化的区别，并提出解决这些问题的方法。
答：营销不仅要适应目标市场的文化，也可以通过营销改变文化。
可以就此展开论述。