江苏理工高杰国际市场营销考试答案

江苏理工高杰国际市场营销考试答案国际市场营销conceptanalysis(营销特点)：①Marketingistheactivityofinnovation②Marketingistheprocesstosatisfythedemandofconsumers③Marketingistheprocessofthemanagement④Marketingisthebridgebetweenthesocietyandenterprise⑤Marketingistheuniqueactivityforhumanbeings2.aglobalfirm’smanagement(一个全球性公司的管理基本条件)：(1)Searchesformarketopportunitiesintheworld,threatsfromcompetitors,sourcesofproducts,rawmaterials,andfinancing,personnel.Inotherwords,ithasglobalvision.(2)Seekstomaintainapresenceinthekeymarket.(3)Looksforsimilarities,notdifferences,amongmarkets.Thisisbecauseallofthemarketingoperationrequiresthecompaniestoinvesttheresourcesandfamiliarmarketscanreducetheexpendituresforthecompanyandmaketheoperationeasier.3.fourforcestopromoteglobalization(全球化四大推动力量)(1)Thedevelopmentofthemodernscienceandtechnology,especiallyadvancesincomputerandcommunicationstechnologypermitanincreasingflowofideasandinformationacrossborders,enablingcustomerstolearnaboutforeigngoods.（2）Theprogressivereductionofbarrierstoinvestmentandtradebymostgovernmentsishasteningtheopeningofnewmarketsbyinternationalfirmsthatarebothexportingtothemandbuildingproductionfacilitiesforlocalmanufacture.（3）Thereisatrendtowardtheunificationandsocializationoftheglobalcommunities.(4)Moreandmoregovernmentsrealizethemostimportantmissionforthemistopromotetheeconomicdevelopmentandimprovethedomesticlivingstandardandiftheywanttoreachthegoaltheyhavetouseforeignresources.Cooperationistheonlywaytoachievethe要的生产要素,这是为什么？)（1）nocountrycanprovideallofthenatureresourcesforitseconomicdevelopment.（2）thecompaniesmaylackenoughcapitalandadvancedtechnologies.（3）thecompaniescangetmorebusinessinformation.Thetwoexceptions-JapanandtheUnitedStates.(日本和美国贸易方向不一样产生的原因JapanandtheUnitedStatesisnotthesameasthedirectionofthetrade.)（1）whyJapansellsmoretodevelopingnationsthanmostdevelopednationsdoisthatithashadanextensivedistributionsysteminthesemarketssincetheearly1980s（2）thecountryhasnolocalsourcesofrawmaterials,ithasusedgeneraltradingcompaniestoimportmanyoftheraw（3）AmericanfirmshavesignificantlymoresubsidiariesindevelopingnationsthanJapanesecompaniesdo,thesesubsidiariesarecaptivecustomersfortheirAmericanowners（4）somebuyersinSoutheastAsiancountries,rememberingthatJapanwasanaggressor,prefertobuyfromAmericanfirmsWhoshouldbeyourmajortradingpartners?(选择贸易伙伴标准）至少3个Businessclimateinimportingnationisrelativelyfavorable.Exportandimportregulationsarenotinsurmountable.Thereshouldbenostrongculturalobjectionstobuyingthatnation’sgoods.Satisfactorytransportationfacilitieshavealreadybeenestablished.Lotsofthegovernmentstakevariouscountermeasurestolimittheworldtrade,because:(限制贸易原因)Theywanttoprotecttheirmarkets.Theywanttoprotecttheiremployment.Theywanttoprotecttheirnationalindustries.(4)Theywanttolimitthecompetitivenessoftheforeigncompanies.Theywanttoimprovetheirfinancialrevenue.Theywanttoprotecttheirenvironmentandnatureresources,etc.Homegovernmentintervention(自己国家政府的干预、限制)Embargo（禁运）Whilethere’smuchdebateastowhetherembargoesaccomplishtheirpoliticalgoals,there’slittledoubtthattheyhaveadisastrouseffectonexporters.Blockaderunningisrarelypartofanyone’smarketingplanandlong-termriskishigh.Someareignoredafterseveralyearswhileothersarestringentlyenforcedforalongtime.Note:Marketersmustbeawareofthepoliticalenvironmenttheyworkinandbepreparedtocalculate,aswellasmanagerisk.Decisionmakingconcern(进入国外市场所需要考虑的因素）至少5个(1)WillIbeabletogetmyprice?(2)Ifexporting,canlettersofcreditbesecured?Canproperinsurancebeobtainedinthetargetmarket?Isthetargetinfrastructurecapableofhandlingmyproduct?Willtheforeigngovernmentgiveusfairtreatment?CanIcontroldistribution?(7)IfIhavetouselocaldistributors,aretheytrustworthy?Reasonsforinvestingoverseas(海外投资的原因)至少5个enternewmarketsnewmarketcreationfaster-growingmarketsimprovedcommunicationsDownstreammarketsfollowcustomersoverseas15.followcustomersoversea(案例分析)（1）Servicecompanies(accounting,advertising,marketingresearch,banks,law)willestablishforeignoperationsinmarketswheretheirprincipalcustomersare,topreventcompetitorsfromgainingaccesstothem.16.Exporting(概念)Exportingmeansthesaleinaforeignmarketofanitemproduced,storedorprocessedinthesupplyingfirm’shomecountry,asopposedtothesupplierbeinginvolvedinforeignmanufactureorprocessingofgoods.17.Indirectexporting(间接出口的概念)Indirectexporting,isalsocalledinactiveexporting,issimplerthandirectexportingbecauseitrequiresneitherspecialexpertisenorlargecashoutlays.Whymanycompaniesbegininthismannergenerallychangetodirectexporting?(间接出口劣势的原因)（1）theywillpayacommissiontothefirstthreekindsofexporters（2）foreignbusinesscanbelostifexportersdecidetochangetheirsourcesofsupply（3）firmsgainlittleexperiencefromthesetransactions18.Advantagesanddisadvantagesofjointventure(合资企业的优缺点)优点:(1)Lesscommitmentoffinancialandmanagerialresources.(2)Lessrisk缺点:(1)Profitsmustbeshared.(2)Lackofcontroloverthejointventure.Ifthelawallowstheforeigninvestorstohavenomorethana49percentparticipation,theymaynothavecontrol.19.Managementcontract（合同管理概念）Themanagementcontractisanarrangementunderwhichacompanyprovidesmanagerialknow-howinsomeorallfunctionalareastoanotherpartyforafeethatrangesfrom2to5percentsofsales.20.licensing（许可经营概念）Bymeansofalicensingagreement,onefirm(thelicensor)willgranttoanotherfirm(thelicensee)therighttouseanykindofexpertise,suchasmanufacturingprocesses(patentedorunpatented),marketingprocedures,andtrademarksforoneormoreofthelicensor’sproducts.21.Franchising（特许经营概念）Franchisingpermitsthefranchiseetosellproductsorservicesunderahighlypublicizedbrandnameandawell-provensetofprocedureswithacarefullydevelopedandcontrolledmarketingstrategy22,initialscreening-basicneedpotential第一次筛选——市场潜力及原因第一次筛选的内容：Aninitialscreeningbasedonthebasicneedpotentialisalogicalfirststep,becauseiftheneedislacking,noreasonableexpenditureofeffortandmoneywillenablethefirmtomarketitsgoodsorservices.原因：Thebasicneedpotentialofcertaingoodsisdependentonvariousphysicalforces,suchasclimate,topography,ornaturalresources.Ifthefirmproducesairconditioners,theanalystwilllookforcountrieswithwarmclimates.ManufacturersoflargefarmtractorswouldnotconsiderSwitzerlandalikelyprospect,becauseofitsmountainousterrain,andonlycountriesknowntopossessgolddepositswouldbepotentialcustomersforgold-dredgingequipment.23.Imporsdon’tcompletelymeasuremarketpotential（进口不代表市场及原因）Amyriadofreasonsisresponsible,amongthose,alackofforeignexchange,highprice（dutiesandmarkups）,andpoliticalpressures.Moreover,importdataindicatesonlythatacountryhasbeenbuyingcertainproductsabroadanddoesnotguaranteethatitwillcontinuetodoso.Managementknowsthatacompetitormaydecidetoproducelocally,which,inmanymarkets,willcauseimportstocease.24.MarketindicatorsMarketsize:Marketsizeshowstherelativesizeofeachmarketasapercentageofthetotalworldmarket.Marketintensity:marketintensitymeasuresthedegreeofconcentratedpurchasingpowerthemarketrepresentswhencomparedtotheworldintensityof100.Marketgrowth:marketgrowthisaaverageofthepercentagegrowthofthefollowingindicatorsoverthepastfiveyears:population,steelconsumption,electricityproduction,andownershipofcars,trucks,buses,andtelevisionsets.25.Government-sponsoredtrademissionsandtradefairs(为什么国内企业一定要参与国际代表团、展会等)Becauseofdiscountedairfares,hotels,andsoforth,thecosttothefirmislessthanwhatitwouldpayifitwentonitsown.Moreover,theimpactofagroupvisitisgreaterthanitisforanindividual.Beforeamission’sarrival,consulateorembassyofficialspublicizethevisitandmakecontactwithlocalcompaniestheybelieveareinterested.Stategovernments,tradeassociations,chambersofcommerce,andotherexport-orientedorganizationsalsoorganizetrademissions.26.Thebenefitsfromstandardizationofthemarketing?标准化的好处体现在？Insummary,thebenefitsfromstandardizationofthemarketingmixare①lowercosts,②easiercontrolandcoordinationfromheadquarters,and③reductionofthetimeconsumedinpreparingthemarketingplan27.Totalandphysicalproduct(整体产品的概念与区别)？Muchoftheconfusionintheongoingdiscussionaboutwhetheraglobalfirmcanhaveglobalproductsresultsfromthediscussantsnotclarifyingwhethertheyarereferringtothetotalproduct,thephysicalproduct,orthebrandname.Forexample,Cocacolaisalwaysofferedasanexampleofaglobalproduct,anditistruethatthetotalproductandthebrandareglobal.However,thephysicalproductismultinational;itssweetnessvariesaccordingtolocaltastes,evenintheUnitedStates.28.Typeofproduct:Industrialproducts,consumerproducts,services29.Economicforces(国家之间经济状况/因素是如何影响国际产品的)（1）pooreconomiesoftensignifypoorinfrastructure（2）thelackofaconstantsupplyofelectricity（3）marketsizeinfluencestheproductmix30.Conceptunderstanding：Promotion，oneofthebasicelementsofthemarketingmix,isthecommunicationthatsecuresanunderstandingbetweenafirmanditspublic.31.6种促销战略选择（Thefollowingsixstrategiesaremostcommonlyused.)Sameproduct------samemessage(2)Sameproduct------differentmessage(3)Productadaptation-----samemessage(4)Productadaptation-----messageadaptation(5)Differentproduct-----samemessage(6)Differentproductforthesameuse-----differentmessage32.Globalandregionalbrands(为什么要创建全球地区品牌？)(1)costisoftenthemostcitedreason(2)thereisabetterchanceofobtainingoneregionalsourcetodohigh-qualityworkthanattemptingtofindsourcesinvariouscountriesthatwillworkatthesamehighstandard(3)somemarketingmanagerspreferthattheircompanieshaveasingleimagethroughoutaregion(4)companiesestablishregionalizedorganizationswheremanyfunctions(5)globalandregionalsatelliteandcabletelevisionarebecomingavailable33.选择代理商理由(Howtochooseagencies)选择国内/国外各有什么样的例子？Argumentforusingthedomesticagencies:Theyarealreadyfamiliarwiththemarketer’sproductandimage.B.Theyhaveanexistingrelationshipwithmanagement.C.Theymaybewillingtodiscounttheirservicesinordertoreceiveanopportunitytooperateontheinternationalfront.D.Theywillbeabletoprovidelong-termcostsavingsincedomesticandinternationaleffortsandstaffingarecombined.(2)Argumentagainstusingthedomesticagencies:Theymayhavenoexperiencewithconsumerhabitsinthetargetmarket.Theymaylacktheculturalandlinguisticskillsnecessarytoreachthenewmarketsegment.Theymaylackthemediaconnectionsneededtogetthebestprices.Theymaybeunfamiliarwithlocallawsandpoliticsregardingforeigncompanies.(3)Argumentsforusingthelocalagencies:A.Theymayhavestronglocalpoliticalconnectionsandknowledge.B.Theyareintimatelyfamiliarwiththeconsumerhabitsofthetargetedsegments.C.Theysharetheculturalandlinguisticbackgroundofthetargetedsegments.D.Theycanofferadditionalinputaboutlocalstandardsforproductadaptation.E.Theycurrentlyoperatewithallofthenecessarymediainthelocalmarket.F.Theymayoffersubstantialdiscountsinordertosignupaforeignclient.Argumentsagainstusingthelocalagencies:A.Theymaylackthetechnicalsophisticationnecessarytoservetheforeigncompany.B.Theyhavelittleknowledgeofthecompany’simageormanagementstyle.C.Theyhavelittlestakeinmaintainingthecompany’sinternationalbrandequity.D.Theycannotalwaysofferthesavingsthatcomefromtheeconomiesofscaleofferedbylarge,globalfirms.E.Theymayattemptto“gouge”theforeignfirmwithmulti-tierpricing.F.Theymaybeasunfamiliarwiththeproductaslocalconsumersare.Argumentsforusingaffiliateagency:A.Theyalreadyhave,orhaveaccessto,theleveloftechnicalsophisticationneededbymostinternationalcompanies.B.Theyhavethenecessaryculturalandlinguisticskillsforthenewmarket.C.The