四川大学经济学院 国际市场营销(双语)课程期末复习.doc

20082009年国际市场营销（双语）期末复习重点 20082009学年度第一学期国际市场营销（双语）期末复习任课老师：赵智 上课时间：周五第四大节题型：1、名词解释（每题5分，共20分）2、不定项选择题（每题2分，共20分）3、简答题（每题10分，共40分）4、论述题（共20分）复习重点：（名词、简答、多选的重点全部在以下资料中）第一部分：市场营销与国际市场营销1.Marketing: Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods &services to create exchanges that satisfy individual and organizational goals 2.Business orientations: Production 生产导向（一般是垄断地位的公司） Product 产品导向：注重产品的质量、技术（一般是高技术公司） Selling 推销导向：降价，急于在短期内将东西卖出去 Marketing 营销导向（研究重点） Society Marketing3.The marketing Mix: is the set of controllable tactical marketing tools, that the firm blends to produce the response it wants in the target market. Marketing Mix is the core of morden marketing.4.4Ps(1)Product developing the right “product” for the target market(2)Price is the amount of money customs have to pay to obtain the productA. The only element in the marketing mix that produces revenueB. Most flexible elements of the marketing mix(3)Promotion means activities that communicate the merits of product and persuade target customs to buy it.A. personal sellingB. mass selling C. sales promotionD. public relationE. direct marketing(4)Place is concerned with all the decisions involved in getting the “right” product to the target markets place.5.Target market selection(8Os)Occupants Objects Occasions OppositionOperations Organizations Outlets Objectives6.International marketing: is defined as the performance of business activities designed to plan, price, promote, and direct the flow of a companys goods and services to consumers or users in more than one nation for a profit7.differentiation between marketing and international marketing（重点问题，简答）(1)Environment in more than one country国内计划在国际环境中会有影响、改变削弱，是不可控的。唯一可做的是利用那些可控的，以适应新的国际环境或当地环境。(2)Degree of resource utilization resource allocation in two or more countries利用国际分工，利用比较优势，相对优势。(3)Tactics using different tactics according to the different environment(4)Difficulty in marketing management management involving all the activities with the crossing border of the product(5)Degree of risks国内：本币计价国外：汇率波动8. differentiation between marketing and international tradeInternational tradeInternational MarketingMotivationComparative advantageCompany decisionBusiness rangeIN-OUTOUTTransaction participantscountriesEnterpriseCommodity circulation pattern commodity crossing bordersActualIndentinite9.The total environment(1)decision area controllable(2)environmental elements at home uncontrollable(3)element of the foreign environmental uncontrollableenvironmental elements at home(Aspects of the Domestic environment)：Political/Legal forceEconomic climateCompetitive structureAspects of the Foreign environment:Political/LegalEconomic forcesCultural forcesGeography and infrastructureStructure of distributionLevel of technologyCompetitive forces10.Stages of international Marketing(1)No direct Foreign Marketing Sales may be made to trading companies as well as foreign customers who come directly to the firm.(2)Infrequent Foreign Marketing Temporary surpluses caused by variations in the production levels or demanded may result in infrequent Foreign Marketing(3)Regular Foreign Marketing At this level, the firm has permanent productive capacity devoted to the production of goods to be marked in foreign markets(4)International Marketing Companies in this stage are fully committed and involved in international marketing activities.(5)Global Marketing the most profound change is the orientation of the company toward markets and associated planning activities.11.Strategic Orientation(1)Domestic Marketing Extension The domestic company seeking sales extension of its domestic products into foreign markets illustrates this orientation to international marketing.(2)Multi-Domestic Marketing A company guided by this concept has a strong sense that country markets are vastly different and that market success. Requires an almost independent program for each country(3)Global Marketing A companys marketing activity is global. Frim with this orientation is geocentric（全球中心导向） The point is, being global is a mindset, a way of looking at the market for commonalities that can be standardized across region or country-market sets.12.（补） Blending the marketing Mix: All the elements in the marketing mix must support each other. If they conflict , target markets will be confused and objectives will not be met.第二部分：国际市场营销的环境分析1.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 and generationCore culture and Sub cultureCore culture（核心文化）：公有价值观Sub culture：亚文化注：当我们全体大众接纳Sub culture，Sub culture文化就变成了Core culture2.Six rules which serves as a summary of how culture and its appreciation may serve as a tool to ensure marketing（简答）(1)Embrace local culture Many corporate credos include a promise to be the best possible corporate citizens in every community in which they operate(2) Build relationship Each market has its own unique set of continents who need to be identified and natured(3)Employ locals to gain cultural knowledge Employing locals will give a marketer a valuable asset in market development(4)Help employees understand you The single best way to understand a marketing is to grow with it by developing human resources & business partnerships (5)Adopt products and processes to local markets Nowhere is a commitment to local marketing as evident as in its product offering (6)Coordinate by regionThe transfer of best practice is critical, especially in areas that have cultural similarities3.Religion and international marketing(1)Religions discipline and cultural inclination affects consumer buying behavior(2)Religions festivals and holidays are best selling periods(3)Religions is an important element in international market segmentation4.Social institution including social strata and social organization, all affect the ways in which people relate to one another, organize their activities to live in harmony with one another, teach acceptable behavior to succeeding generations , and govern themselves.5.Economic environment and Five stages(1)The firms are affected by changes in their macroeconomic environment. Many companies are characterized by recurring cycles of boom & slump.(2)Five stagesA. The traditional societySociety narrow domestic marketB. The pre-condition take off Several capital goods and consumer goodsC. The take offIncreasing demand levelD .The drive to maturityNew industrial goods markets increasing propaganda costs and other marketing expendituresE. The age of High mass consumptionHigh services consumption expenditures Conditions for take off Investment rate above 10% Sound politicalsocial structure Rapid development in some manufacturing sectors6.Economy characteristics(1)Population one of the most basic indicates of market sizeA total population indicative of the potential demand for certain staple itemsB. population density relative in the difficulty in entering a marketC. population age mix(6 age groups)Preschoolschool-age Childrenteensyoung adults aged 25 to 39Middle-aged adults aged 40 to 64Older adults aged 65 and up D. Natural growth rate of population a dynamic index(2)Income Apart from basic staple items, income is most indicative of the market potential for most consumer & industrial products & services(3)InfrastructureTransportation,communication,energy,distributing,information,financing(4)Natural conditionsNatural factors like climate, topography, natural resources. Natural conditions also determine the countrys purchasing power(5)Degree of urbanizationGreat different between urban consumers and rural consumers in life pattern &consumption behavior7.The sovereignty of nations Sovereignty refers to both the powers exercised by a state in relation to other countries and the supreme powers exercised over its own members8.Stability of government Polices If there is potential for profit and if permitted to operate within a country multinational companies can functions under any type of government as long as there is some long-run predictability and stability Frequent regime changes Poor public order, frequent violence and demonstration Religion antithesis Split in culture9.Nationalism: Nationalism can be best be described as an intense feeling of national pride and untiy, an awakening of a nations people to pride in their country10. Risks of global business include：（重点）(1) Confiscation, Expropriation, and Domestication（没收、征用、本土化）A. Confiscation is the most severe political risk, is the seizing of a companys assets without payment(is the forceful government seizure of a company without compensation for the assets seized)B. Expropriation is where the government seizes an investment, but some reimbursement for the assets is made; often the expropriated investment is nationalized to become a government run entity(is the government takeover with compensation frequently at a level lower than the investment value of the companys assets)C. Domestication occurs when the government mandates local ownership and greater national involvement in a foreign companys management(is the host countries gradually cause the transfer of foreign investments to natural control and ownership through a series of government decrees by mandating local ownership and greater national-involvement in a companys management.)The ultimate goal of domestication is to face foreign investors to share more of the ownership management with naturals than was the case before domestication(2)Economic riskA. Exchange controls: Stem from shortages of foreign exchange held by a country. When a nation face shortage of foreign exchange or there is a substantial amount of capital leaving the country, controls may not be levied over all movements of capital, or selectively against the most politically vulnerable companies to conserve the supply of foreign exchange for the most essential uses. A recurrent problem for the foreign investor a currency is getting profits in and out of the host country without loss of value, which can occur when a currency is devaluedB. Local-Content Laws: In additional to restricting imports of essential supplies to force local purchase, countries often require a portion of any products sold within the country to have local content, that is, to contain locally made parts.C. Import RestrictionsD. Tax ControlE. Price ControlF. Labor Problem（C-F略）(3)Political Sanctions(4)Political and Social Activists(5)Violence and Terrorism(6)Cyber terrorism11.Reducing Political Vulnerability(1)Joint Ventures (2)Expanding the investment Base(3)Licensing(4)Planned Domestication(5)Political Payoffs12.The legal environment(1)Common Law 普遍法（英美法系）The basis for common law is tradition, past practices, and legal precedents, set by the courts through interpretations of statutes, legal legislation& past rulings Case rule（以判例法为主）(2)Code LawCode Law on an all-inclusive system of written rules(codes) of law13.International dispute Resolution(1)Consultation(2)Conciliation: (also known as mediation) is a nonbinding agreement between parties to resolve disputes by asking a third party to mediate differences(3)Arbitration : The arbitration procedure calls for the parties involved to select a disinterested and informed party or parties as referee to determine the merits of the case and make a judgment that both parties agree to honor (4)Litigation: deals with filing a lawsuit to settle commercial disputes注：A. Arbitration clauses require agreement on two counts: The parties agree to arbitrate in the case of a dispute according to the rules and procedures of some arbitration tribunal They agree to abide by the awards resulting from the arbitrationB. Deterrents to litigation Fear of creating a poor image & damaging public relations Fear of unfair treatment in foreign court Difficulty in collecting a judgment that may otherwise have been collected The relatively high cost & time required when bringing legal action Lost of confidentiality第三部分：市场调研与营销管理1.Marketing research: Marketing research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.2.Significant of Marketing research(1)identify potential traditional & e-market(2)meet customer requirement(3)Create satisfied customers through finding out customers wants & needs. creating the right marketing mix.(i.e) the right product, in the right place ,at right price with right promotion.3.Research process(1)Define the research problem and establish research objectives.(2)Determine the sources 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)Analyze, interpret, and summarize the results.(6)Effectively communicate the results to decision makers.4.Secondary Data and Primary Data（重点）(1)Secondary Data A.def. information that already exists somewhere, having been collected for another purpose.B. Characteristicare from published sources(not first hand information)are accessible in several ways(libraries, publisher, data bases, WB, UNESCO. etc)can be gathered from international sources(within the organization)&(external sources courtside the organization)C. Advantagenon-reactive(It can be carried out without alerting any organization or business)relatively cheapvast quantities of information covering a wide range of subjects are availabledata having already been analyzed & processedD. Disadvantagemay not be available from many countriesmay not have the level of reliability necessary for confident decision makingmay be out of datamay be not specific to a particular organizationsalso available to rivals(2)Primary DataA. def. data collected specifically for the particular research project at handB. Characteristicnot exists somewhere originallyobtain by going out into fieldFor the purpose of the corporationgetting through questionnaire, focus group, observationC. Disadvantage: expensive and time consumingD. Quantitative and Qualitative research The main research techniques of quantitative research Observation Experimental research SurveysThe main research techniques of qualitative research Open-ended or in-depth questions Unstructured responseE. Focus group: a qualitative research technique using a group discussion overseen by a moderator, used to explore views, attitude & behavior with regard to a marketing issue(2-4hours,7-10persons)5. Estimating market demand: In assessing current product demand and forecasting future demand, reliable historical data are requiredGiven the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable:(1) Expert Opinion: In this method, experts such as sales managers or outside consultants and government officials are polled for their opinions about market size and growth rates(2) Analogy: This assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country 6.Planning for Global MarketsPlanning, which offers a systematic guide to planning for the multinational firm operating in several countries, includes the following 4 phases:(1)Phase1: Preliminary Analysis and Screening Matching Company and Country Needs(2)Phase2: Adapting the Marketing Mix to Target Markets(3)Phase3: Developing the Marketing Plan(4)Phase4: Implementation and Control7.Alternative market Entry strategies(Proactive motivation Reactive motivation)Difference between proactive and reactive motivators that spur a company to go internationalA. Proactive motivations are initiated by the firms management & consist of perceived profit advantage, technological advantage, product advantage, exclusive market information, or managerial urge, Reactive motivations are the responses of management to environmental charge & pressures.B. Typical reactive motivations include competitive pressures, overproduction, declining domestic sales, or excess capacity. Firms that are primarily stimulated by proactive motivations are more likely to entry international markets aggressively & successfully.8.A company has four different modes of foreign market entry from which to select:（重点）(1)Exporting Exporting can be either direct or indirectA. In direct exporting the company sells to a customer in another countryB. indirect exporting usually means that the company sells to a buyer (importer or distributor) in the home country who in turn exports the product C. The Internet is becoming increasingly important as a foreign market entry method(2)Contractual agreements are long-term, non-equity associations between a company and another in a foreign marketA. Contractual agreements generally involve the transfer of technology, processes, trademarks, or human skills B. Contractual forms of market entry include: Licensing: A means of establishing a foothold in foreign markets without large capital outlays is licensing of patent rights,