国际营销14版期末复习资料.doc

1. SRC is an unconscious reference to ones own cultural values, experiences, and knowledge as a basis for decisions2. Culture (1) is the sum of the value, rituals, symbols, beliefs, and through processes that are learned and shared by a group of people ,then transmitted from generation to generation. (2) Is the human made part of human environment-the sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society.3. Marketing research is traditionally defined as the systematic gathering ,recording ,and analyzing of data to provide information useful to marketing decision making. 4. Green marketing is term used to identify concern with the environmental consequence of a variety of marketing activities.5. Distribution process includes the physical handling and distribution of goods ,the passage of ownership(title),and the buying and selling negotiation between producers and middlemen and between middlemen and customers.6. Planning process is a systematized way of relating to the future. It is an attempt to manage the effects of external ,uncontrollable factors on the firms strengths ,weaknesses ,objectives ,and goals ,toattain a desired end.7. International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a companys goods and services to consumers or users inmore than one nation for a profit.1、What are the four distinguished features of Japanese distribution ? (1) a structure dominated by many small middlemen dealing with many small retailers (2) channel control by manufactures (3) a business philosophy shaped a union culture (4) laws that protect the foundation of the systemthe small retailer.2、What are the five characteristics of a product innovation? (1) relative advantage (the perceived marginal value of the new product relative to the old ) (2) compatibility (its compatibility with acceptable behavior ,norms ,values) (3) Complexity (the degree of complexity associated with product use) (4) Trialability (the degree of economic and/or social risk associated with product use) (5) Observability (the ease with which the product benefits can be communicated ) 3、Discuss the stages of the research process 9、What are the six steps for marketing research process (1) Defining the research problem and establish research objectives (2) Determine the source of information to fulfill the research objectives (3) Consider the costs and benefits of the research effort (4) Gather the relevant data from secondary or primary sources, or both (5) Analyse,interpret and summarize the results (6) Effectively communicate the result to decision makers4、Whats the guiding steps of a company in international advertising ? (1) Perform marketing research (2) Specify the goals of the communication (3) Develop the most effective message(s) for the market segments selected (4) Select effective media (5) Compose and secure a budget (6) Execute the campaign, and (7) Evaluate the campaign relative to the goals specified 5、What is the task of the international market researcher? How is it complicated by the foreign environment ?Task: a marketer must find the most accurate and reliable data possible within the limits imposedby time, cost, and present state of the art to marketing decision making.Complicated: (1) Information must be communicated across cultural boundaries. (2) The environments in which research tools are applied are often different in foreign markets. Within a foreign environment, the frequently differing emphases on the kinds of information needed, the often limited variety of appropriate tools and techniques available, and the difficulty of implementing the research process constitute the challenges facing most international marketing researchers.6、To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis that isolates the self-reference criterion influence. List the four steps that make up the framework for such an analysis(1) Define the business problem or goal in home-country cultural traits, habits, or norms.(2) Define the business problem or goal in foreign-country cultural traits, habits, or norms. Make no value judgments.(3) Isolate the SRC Influence in the problem and examine it carefully to see how it complicates the problem.(4) Redefine the problem without the SRC influence and solve for the optimum business goal situation.7、Discuss the differences between corporate ,strategic,and tactical planning (1) International corporate planning is essentially long term, incorporating generalized goals for the enterprise as a whole (2) 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 company (3) Tactical planning, or market planning, pertains to specific actions and to the allocation of resources used to implement strategic planning goals in specific markets.Tatical plans are made at the local level and address marketing and advertising question.8、Differentiate the three international marketing concepts(1) Domestic market extension concept. It views its international operations as secondaryand an extension of its domestic operations. The primary motive is to market excess domestic production.(2) Multidomestic market concept. A company guided by this concept has a strong sence that country markets are vastly different and that market success requires and almost independent program for each country.(3) Global marketing concept. The world as a whole is viewed as the market, and the firm develops a global marketing strategy. It vies an entire set of country markets as a unit, identifying groups of prospective buyers with similar needs as a global market segment and developing a marketing plan thatstrives for standardization wherever it is cost and culturally effective.10、An entry strategy into international market should reflect on analysis. List the two parts that make up the framework for such an analysis(1) Market characteristics: potential sales, competition, strategic importance, Strengths of local resources, cultural differences, country restrictions and deregulation. (2) Company capability and characteristics: the degree of near-market knowledge, Marketing involvement, commitment that management is prepared to make.11、What are important traits of big emerging markets? They are(1) All geographically large(2) Have significant populations(3) Represent sizable markets for a wide range of product(4) Have strong rates of growth or the potential for significant growth(5) Have undertaken significant programs of economic reform(6) Are of major political importance within their regions(7) Are regional economic drivers(8) Will engender further expansion in neighboring markets as they grow.12、 Briefly ,explain the 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 global companies (2) Unifying product development, purchasing, and supply activities across several countries It can save costs (3) Transfer of experience and know-how across countries through improved coordination and integration of marketing activities (4) Diversity of markets by spreading the portfolio of markets served brings an important stability of revenues and operations to many global firms (5) Marketing globally also ensures that marketers have access to the toughest customers.1、Why should inditex introduce their online store country-by-country?Cost, advertising, time & space, Competitors-broader distribution(more order, P customer)2、Why was inditex slow to embrace online sales when they are so tech-savvy in other ways?Risk(political, economic, immaturity customer behavior, cultural acceptance, environments 3、Why did inditex offer a zara application for apple inc,?Zara -apple-commonSIASIA：strategy international alliance is a business relationship established by two or more companies