国际市场营销考试重点

Marketing: A social and managerial process by which individuals and Groups obtain what they need and want through creating and exchange products and value with others Market positioning Arrange for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. Formulating competitive positioning for a product and a detailed marketing mix. Product Life Cycle The course of a product’s sales and profit over its life time. It involves four stages Introduction The new product is first distributed and made available for purchase. Much money is need to attract distributors and build their inventories .Promotion spending is relatively high to inform consumers of the new product and get them to try it. Growth A product sales start climbing quickly The early adopters will continue to buy, and later buyers will start following their lead, especially if they hear favorable word of mouth.Maturity Sales grow slow or level off Modifying the market-new users and market segment Modifying the product-change product characteristic, such as quality, features or style to attract new users and to inspire more usage. Decline A stage at which a product’s sales decline. Sales decline for many reasons, including technological advance, shifts in consumer tastes, and increased competition Carrying a weak product can be very costly to a firm.

SWOT Analysis logical point of view anyway when completing a SWOT analysis in most business and marketing situations, Strengths and Weaknesses are regarded distinctly as internal factors, whereas Opportunities and Threats are regarded distinctly as external factors.

International of business activities designed to Plan Price Promote, and Direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit Environmental Adaptation Ability to effectively interpret the influence and impact of the culture in which you hope to do business Establish a frame of reference Avoid measuring and assessing markets against the fixed values and assumptions of your own culture

The Self-Reference Criterion and Ethnocentrism The key to successful international marketing is adaptation to the environmental differences from one market to another SRC and Ethnocentrism SRC is an unconscious reference to One’s own cultural values, experiences, and knowledge as a basis for decisions. Ethnocentrism--Notion that one’s own culture or company knows best Dangers of the SRC Failing to recognize the need to take action Discounting the cultural differences that exist among countries Reacting to a situation in an offensive to your hosts. The most effective way to control the influence of ethnocentrism and the SRC is to recognize their effects on our behavior

Definitions and Origins of Culture Traditional definition of culture Culture is the sum of the values, rituals, symbols, beliefs, and thought

processes that are learned, shared by a group of people, and transmitted from generation to generation

Cultural Borrowing Effort to learn from others’ cultural ways in the quest for better solutions to a society’s particular problems Imitating diversity of other makes cultures unique Contact can make cultures grow closer or further apart

Marketing research The systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making

Secondary Data Collection and analysis of secondary data should be done before primary data collection Secondary data is usually available at a fraction of the cost of obtaining primary data

Quantitative research (定量分析）Usually a large number of respondents Respondents answer structured oral or written questions using a specific response format (such as yes/no) or to select a response from a set of choices Responses can be summarized in percentages, averages, or other statistics Qualitative research （定性分析）If questions are asked, they are almost always open-ended or in-depth Seeks unstructured responses that reflect the person’s thoughts and feelings on the subject

Brands Bundle of images and experiences in the customer’s mind A promise made by a particular company about a particular product A quality certification Differentiation between competing products The sum of impressions about a brand is the Brand Image

Parallel imports Develop 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

Public relations (PR) is creating good relationships with the popular press and other media To help companies communicate messages to customers, the general public, and governmental regulators; Bridgestone/Firestone Tires safety recall;Global workplace standards; Building an international profile; Corporate sponsorships

Marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation Short-term efforts directed to the consumer or retailer to achieve specific objectives

Personal selling person-to –person communication between a company representative and a prospective buyer; Focus is to inform and persuade prospect; Short-term goal: make a sale Long-term goal: build a relationship

Political Risks of Global Business Confiscation – the seizing of a company’s assets without payment Expropriation – where the government seizes an investment but makes some reimbursement for the assets Domestication – when host countries gradually cause the transfer of foreign investments to national control and ownership through a series of government decrees

Economic Risks Exchange controls Local-content laws Import restrictions Tax controls Price controls Labor problems

Forecasting Political Risk Political risk assessment An attempt to forecast political instability To help management identify and evaluate political events To predict their potential influence on current and future international business decisions

Bases for Legal Systems Four heritages form the basis for the majority of the legal systems of the world Common law 习惯法，case law 不成文法，普通法系，英美法系Civil or code law 民法，大陆法系Islamic law 伊斯兰法Marxist-socialist tenets 马克思-社会主义法系

Breadth and Scope of International Marketing Research Types of information needed by research General information about the country, area, and/or market Information to forecast future marketing requirements Specific market information used to make and develop marketing plans Product Promotion Distribution Price decisions Corporation’s planning steps for collecting and assessing the following types of information 1、Economic 2、Cultural, sociological; and political climate 3、Overview of market conditions 4、Summary of the technological environment 5、Competitive situation Research process steps1. Identifying the Information Requirement 2. Problem Definition and Overcoming the SRC 3. Choose a Unit of Analysis 4. Examine data availability 5. Assess Value of Research 6. Research Design—Data Collection 7. Analyzing Data Step 6: Research Design—Data Collection Develop customized indicators specific to the industry, product market, or business model Do not assess a market in isolation Observation of purchasing patterns/behavior are more important than reports of purchase intention or price sensitivity

Secondary Data - Problems 1、All necessary data may not be available 2、 Accuracy may be suspect 3、Data may not be comparable across countries 4、Timeliness is often a problem

Investment Cost of Marketing Entry Strategies—Exporting, Licensing, Contract manufacturing, Joint venture, Equity stake or acquision

Licensing A contractual agreement whereby one company (the licensor) makes an asset available to another company (the licensee) in exchange for royalties, license fees, or some other form of compensation

Advantages to Licensing 1、Provides additional profitability with little initial investment 2、Provides method of circumventing tariffs, quotas, and other export barriers 3、Attractive ROI 4、Low costs to implement 5、License agreements should have cross-technology agreements to inequities Disadvantages to Licensing 1、 Limited participation 2、Returns may be lost 3、Lack of control 4、Licensee may become competitor 5、Licensee may exploit company resources

Contract manufacturing Company provides technical specifications to a subcontractor or local manufacturer，Allows company to specialize in product design while contractors accept responsibility for manufacturing facilities

Joint venture Entry strategy for a single target country in which the partners share ownership of a newly-created business entity Builds upon each partner’s strengths

Advantages1.Allows for risk sharing–financial and political 2.Provides opportunity to learn new environment 3.Provides opportunity to achieve synergy by combining strengths of partners 4.May be the only way to enter market given barriers to entry

Disadvantages 1.Requires more investment than a licensing agreement 2.Must share rewards as well as risks 3.Requires strong coordination 4.Potential for conflict among partners 5.Partner may become a competitor Success Factors Mission, Strategy, Governance, Culture, Organization, Managemen

Channel Control Inventory financing Cumulative rebates Merchandise returns Promotional support

Integrated marketing communications (IMC) An integrated marketing communications (IMC) program includes coordination among advertising, sales management, public relations, sales promotions, and direct marketing Advertising Sales promotions Trade shows Personal selling Direct selling Public relations

Country of Origin as Brand Element Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries Japan Germany France（perfume）Italy 1、World Trade Organization WTO is an institution – not an agreement Sets many rules governing trade between its 148 members Provides a panel exports to hear and rule on trade disputes between members Issues binding decisions All member countries will have equal representation Member countries have open their markets and to be bound by the rules of the multilateral trading system 2、IMF--Created to assist nations in becoming and remaining economically viable Objectives of the IMF

Stabilization of foreign exchange rates Establishment of freely convertible currencies to facilitate the expansion and balanced growth of international trade Special Drawing Rights (SDRs)“Paper gold” 3、The WB Group--Institution created to reduce poverty and improve standard of living By promoting sustainable growth and investment in people 4、History Perspective in Global Business History helps define a nation’s mission How it perceives its neighbors How it perceives itself Its place in the world Insights into history are important for understanding current attitudes It is necessary to study culture as it is now as well as to understand culture as it was A country’s history 5、History and Contemporary Behavior Japanese history Seven centuries under the shogun feudal system Threat of domination by colonial powers Rise of new social classes Western influences Humiliation of World War II Involvement in the international community Historically, loyalty and service, a sense of responsibility, and respect for discipline, training, and artistry were stressed to maintain stability and order A historical perspective gives the foreigner a basis on which to begin developing cultural sensitivity and a better understanding of contemporary Japanese behavior. 6．不同定价方式Variable-cost pricing Firm is concerned only with the marginal or incremental cost of producing goods to be sold in overseas markets Full-cost pricing Companies insist that no unit of a similar product is different rom any other unit in terms of cost Each unit must bear full share of the total fixed and variable cost Skimming Used by a company when the objective is to reach a segment of the market that is relatively price insensitive Market is willing to pay a premium price for the value received Penetration pricing policy Used to stimulate market and sales growth by deliberately offering products at low prices Charging a low price in order to penetrate market quickly Appropriate to saturate market prior to imitation by competitors 7、Motivating Sales Personnel National differences must always be considered when motivating the marketing force；Individual incentives that work effectively in the U.S. can fail completely in other cultures；Communications are important in maintaining high levels of motivation；A company needs to make clear the opportunities for growth within the firm

名词解释

1、市场营销:一种社会和管理过程,个人和团体获得他们所需要的和想要通过创造和交换产品及价值与他人

2、市场定位安排一个产品占领一个清晰的、独特的和可取的地方相对于竞争产品在目标消费者的心中。制定竞争定位为一个产品和一个详细的营销组合。 3、产品生命周期的过程产品的销售和利润超过它的生命时间。它包括四个阶段介绍新产品首先是分布式和供采购。多少钱是需要吸引经销商和建立他们的库存。促销支出是相对较高的告知消费者的新产品,让他们试试。一个产品销售增长迅速爬上了早期采用者将继续买,后来买家将开始步他们的后尘,特别是如果他们听到良好的口碑。成熟的销售增长缓慢或平整修改市场新用户和细

分市场的产品改变产品特性修改,如质量、特点或风格来吸引新用户和激发更多的用法。下降一个阶段,在这个阶段,产品的销售下降。销售下降的原因很多,其中包括技术进步、转变消费者的品味,和竞争加剧携带弱产品可以非常昂贵的一个公司。

4、SWOT分析,使这发生干净并且清楚地,并且从逻辑的观点无论如何当完成SWOT分析在大多数商业和营销情况,优点和缺点被认为明显的内部因素,而机会和威胁被认为明显是外部因素。 5、国际营销业务活动的性能设计计划价格,直接促进流动的一个公司的产品和服务给消费者或用户在超过一个国家来获利 6、环境适应能力能够有效地解释的影响和影响的文化中,你希望做业务建立一个参照系避免测量和评估市场对固定值和假设自己

的文化

7、自我参照准则和民族优越感国际营销成功的关键是适应市场环境的差异从一个到另一个SRC和民族优越感SRC是一个无意识的参照自己的文化价值观、经验和知识作为决策基础。民族优越感,认为自己的文化或公司知道最好的危险的SRC未能认识到需要采取行动对文化差异存在,各国应对局势,进攻你的主机。最有效的方法来控制影响的民族优越感和SRC是认识他们的影响我们的行为

8、定义和起源的文化传统文化的定义,文化是值的总和、仪式、符号、信仰和思维过程,是学习、共享的一群人,和传播代代相传 9、文化借贷努力学习其他国家的文化方式寻求更好的解决方案,一个社会的特定问题 模仿其他使独特的文化多样性

接触可以使文化变得更加密切或远

习惯,食物,和海关是适合每个社会的需要

10、营销研究系统的收集、记录和分析数据,提供一些有用的信息在营销决策

11、二次数据收集和分析的二次数据前应进行主数据收集二手数据通常是可用的一小部分成本,获取原始数据

12、定量研究(定量分析)通常是大量的受访者受访者回答结构化口头或书面问题使用一个特定的响应格式(这样一个总结了百分比、平均数、或其他统计定性研究(定性分析)如果被问到的问题,他们几乎都是开放式或深入寻求非结构化的反应,反映了人的思想和感情的话题

13、品牌包的图片和在顾客思想经历了由一个特定的公司承诺对

一个特定的产品质量认证区分竞争产品印象的总和对于一个品牌来说,品牌形象

14、平行进口发展当进口商从经销商购买产品在一个国家卖出,然后在另一个经销商谁不属于制造商的正则分布系统

15、公共关系(PR)是创建良好的关系与大众媒体和其他媒体 帮助企业客户沟通信息,公众和政府监管部门,普利司通/费尔斯通轮胎安全召回;全球工作场所标准;建立一个国际形象;企业赞助

16、促销营销活动,刺激消费者购买,提高零售商或中间商有效性和合作短期努力向消费者或零售商以实现特定的目标

17、个人销售人的存在之间的通信公司代表和潜在的买家,重点是要告知和说服前景;短期目标:做一个销售的长期目标:建立一

个关系 简答或多选

1、政治风险的全球业务没收——抓住的一个公司的资产没有支付征收——政府抓住一次投资但使一些报销资产驯化——当东道国逐渐引起转移海外投资对国家所有权和控制权通过一系列的政府法规

2、经济风险外汇管制本地内容的法律限制进口的税收管制价格管制劳动问题

3、预测政治风险的政治风险评估试图预测政治不稳定,帮助管理层识别和评价政治事件预测其潜在影响当前和未来的国际业务决策

4、基础法律制度形成的基础,四个遗产的大多数法律系统的世界共同法习惯法,案例法不成文法,普通法系,英美法系民事或代码法民法,大陆法系伊斯兰法伊斯

兰法马克思主义社会主义信条马克思-社会主义法系

5、广度和范围的国际营销研究类型的信息需要通过研究一般信息关于这个国家,区域,和/或市场信息来预测未来的营销要求特定的市场信息用于制造和开发营销计划产品推广分布的价格决策 公司的规划步骤收集和评估以下类型的信息1、经济2、文化、社会和政治气候3,,4,的概述市场状况的总结技术环境5、竞争态势 6、研究过程steps1。 识别信息需求2。问题定义和克服SRC 3。选择一个单元的分析4。检查数据可用性5。评估价值的研究6。研究设计数据收集7。分析数据 7,步骤6:研究设计数据收集开发定制的指标,专门用于该行业产品市场,或商业模式不评估市场采购模式/隔离观察行为更重要比报告的购买意愿或敏感的价格

8、二次数据——问题1,所有必要的数据可能不可用,2、准确性可能怀疑3,数据可能不是在国家4、及时性可比往往是一个问题 9、投资成本的营销策略出口、许可证、入境合同制造、合资、股权或由于

许可合同协议,一个公司(许可方)使资产可用于另一个公司(被许可方)以换取版税,执照费或其他形式的补偿

优势许可1,提供额外的盈利和小初始投资2,提供方法,绕过关税、配额和其他出口壁垒3,有吸引力的ROI 4、低成本实现5、许可协议应该交叉技术许可协议不公平现象缺点1、有限参与2,回报可能会丢失3、缺乏控制4、被许可方、被许可方可能成为竞争对手5可以利用公司的资源

合同制造公司提供技术规范来一个分包商或本地制造商,允许公

司专营产品设计而承包商接受责任,生产设施

合资企业进入策略为单一目标的国家合作伙伴共享所有权的一种新业务实体构建在每个合作伙伴的优势

Advantages1。 允许风险共享金融和政治2。提供机会学习新的环境3。提供了机会来实现协同优势相结合的伙伴4。可能是唯一的方式进入市场给进入障碍 缺点1。需要更多的投资比一个许可协议2。必须分享奖励以及风险3。需要强大的协调4。合作伙伴之间的潜在矛盾5。合作伙伴可能成为竞争对手

10。 SuccessFactorsMission、战略、管理、文化、组织、管理 11、通道控制存货融资累计折扣促销支持退货

12、整合营销传播(IMC)整合营销传播(IMC)项目包括广告、销售之间的协调管理、公共关系、促销、直销广告促销贸易显示个人销售直销公共关系 案例

原产地品牌元素

看法和态度特定国家经常扩展到产品和品牌起源于这些国家知道 日本德国法国意大利(香水) 了解

1、世界贸易组织WTO是一个机构——不是一个协议设定了许多贸易规则之间的148个成员提供了一个面板出口听取和规则在成员之间的贸易争端问题绑定决策所有成员国将有平等的代表权成员国已经开放他们的市场和遵守规则的多边贸易体系

2、国际货币基金组织——创建协助国家成为经济上可行的和剩下的 目标的国际货币基金组织

稳定汇率的建立可自由兑换货币,以促进膨胀和平衡增长的国际贸易特别提款权(sdr)“纸黄金”

3、华纳集团——机构创建来减少贫困和提高的生活标准 通过促进可持续增长和投资的人

4、历史视角在全球商业历史有助于定义一个国家的任务如何感知它的邻居如何感知自己自己在世界上的位置的见解是很重要的对于理解当前历史的态度,所以有必要研究文化为现在以及理解文化是一个国家的历史

5、历史和当代行为日本历史七世纪在幕府封建制度统治的威胁被殖民国家崛起的新的社会阶层西方影响二战羞辱参与国际社会历史上,忠诚度和服务,一种责任感,尊重纪律,培训,和艺术性都强调维持稳定和秩序的历史的角度给出了外国人在此基础上开始发展文化敏感性和更好地了解当代日本的行为。

六。不同定价方式可变成本定价公司只关心边际或增量成本生产商品在海外市场的销售

完全成本定价公司坚持认为,任何单位的一个类似的产品是不同的 从任何其他单位在成本方面

各单位必须承担全部占总固定成本和可变成本

略读使用公司当目标是达到一个细分市场,相对价格不敏感市场愿意支付溢价的价格收到的金额

渗透定价政策用来刺激市场和销售增长,故意以较低的价格提供产品充电一个低的价格为了渗透市场迅速 合适的市场饱和之前被竞争者模仿

7、激励销售人员国家差异必须考虑当激励营销力;个人激励的有效工作,在美国可以失败完全在其他文化;通信是重要的维持高水平的动机,一个公司需要明确在公司成长的机会