Internationalmarketing.doc

International marketing1、 international marketing：international marketing is the performance 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.2、 SRC(the self-reference criterion ):the src is an unconscious reference to ones own cultural values ,experiences and knowledge as a basis for decisions.3、 To avoid errors in business decisions,the knowledgeable marketer will conduct a crosscultural analysis that isolates the src influences and maintain a vigilance regarding ethnocentrism .the following steps are suggested as a framework for such 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-county cultural traits,habitats or norms through consultation with natives of the target country.make no value judgements.(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 .4、 stages of international marketing involvement :no direct foreign marketing ;infrequent foreign marketing ;regular foreign marketing ;global marketing 5、 research has revealed a number of factors favoring faster internationalization:(1)companies with either high technology and /or marketing -based resourses appeared to be better equipped to internationalize than more traditional manufacturing kinds of companies;(2)smaller home markets and larger production capacities appear to favor internationalization and (3)firms with key managers well networked internationally are able to accelerate the internationalization process .6、 the consensus of researchers and authors in this area reveals three relatively distinctive approaches that seem to dominate strategic thinking in firms involved in international markets:(1)domestic market extension concept ;(2)multidomestic market concept ;(3)global market concept 7、 as a guide to adaptation ,all who wish to deal with individuals ,firms ,or authorities in foreign counties should be able to meet 10 basic criteria :(1)open tolerance ,(2)flexibility ,(3)humility,(4)justice /fairness ,(5)ability to adjust to varying tempos ,(6)curiosity /interest ,(7)knowledge of the country ,(8)liking for others ,(9)ability to recommend respect and (10)ability to integrate oneself into the environment .8、 cultural imperatives : cultural imperatives are the business customs and expectations that must be met and conformed to or avoided if relationships are to be successful .9、 cultural electives : cultural electives relate to areas of behavior or to customs that cultural aliens may wish to conform to or participate in but that are not required.10、 Cultural exclusives : Cultural exclusives are those customs or behavior patterns reserved exclusively for the locals and from which the foreigher is barred.11、 However ,3 ethical principles also provide a framework to help the marketer distinguish between right and wrong,determine what ought to be done ,and properly justify his or her actions. Simply stated ,they are as follows :utilitarian ethics ,rights of the parties ,justice or fairness .12、 Marketing research :marketing research is traditionally defined as the systematic gathering,recording,and analyzing of data to provide information useful to marketing decision making .13、 This broader scope of international marketing research is reflected in unisys corporations planning steps,which call for collecting and assessing the following types of information :(1)economic and demographic (2)cultural ,sociological and political climate (3)overview of market conditions (4)summary of the technological environment (5)competitive situation .14、 Whether a research program is conducted in new york or new delhi ,the research process should follow these steps:(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 .15、 as a practical matter,the following questions should be asked to effectively judge the reliability of secondary data sources :(1) who collected the data ?would there be any reason for purposely misrepresenting the facts?(2) For what purposes were the data collected ?(3) How (by what methodology )were the data collected ?(4) Are the data internally consistent and logical in light of known data sources or market factors?16、 indeed，it has been suggested that there are at least 8 different uses for the internet in international research :(1) online surveys and buyer panels .(2) online focus groups.(3) Web visitor tracking .(4) Advertising measurement .(5) Customer identification systems .(6) Email marketing lists.(7) Embedded research .(8) Observational research .17.international corporate planning is essentially long term ,incorporating generalized goals for the enterprise as a whole .Strategic planning is conducted at the highest levels of management and deals with products ,capital ,research ,and the long-term and short-term goals of the company .Tactical planning ,or market planning ,pertains to specific actions and to the allocation of resources used to implement strategic planning goals in specific markets.18.the process illustrated in exhibit 9.1 offers a systematic guide to planning for the multinational firm operating in several countries .Phase 1: preliminary analysis and screening matching company and country needs.Phase 2:adapting the marketing mix to target markets .Phase 3:developing the marketing plan .Phase 4:implementation and control .19.contractual agreements : contractual agreements are long-term ,nonequity associations between a company and another in a foreign market . contractual agreements generally involve the transfer of technology ,processes ,trademarks,and /or human skills.20.Franchising :franchising is a rapidly growing form of licensing in which the franchiser provides a standard package of products,systems ,and management services ,and the franchisee provides market knowledge ,capital ,and personal involvement in management .21.Strategic international alliance (SLA ):is a business relationship established by two or more companies to cooperate out of mutual need and to share risk in achieving a common objective .22.four characteristics define joint ventures:(1)JVs are established,separate ,legal entities ;(2)they acknowledge intent by the partners to share in the management of the JV;(3)they are partnerships between legally incorporated entities, such as companies, chartered organizations, or governments, and not between individuals; (4) equity positions are held by each of the partners.23.As with the other modes of market entry, several factors have been found to influence the structure and performance of direct investments:(1) timingfirst movers have advantages but are more risky;(2) the growing complexity and contingencies of contracts;(3) transaction cost structures;(4) technology transfer ;(5) degree of product differentiation ;(6) the previous experiences and cultural diversity of acquired firms; (7) advertising and reputation barriers .24. product homologation: is used to describe the changes mandated by local product and service standards.25. Green marketing; is a term used to identify concern with the environmental consequences of a variety of marketing activities.26. crucial elements in the diffusion of new ideas are :(1) an innovation; (2) which is communicated through certain channels ;(3) over time ;(4) among the members of a social system .27. Analyzing the five characteristics of an innovation can assist in determining the rate of acceptance or resistance of the market to a product : A products (1)relative advantage (the perceived marginal value of the new product relative to the old);(2) compatibility (its compatibility with acceptable behavior, norms, values, and so forth);(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 ) affect the degree of its acceptance or resistance.28. intangibility，inseparability，heterogeneity,and perishability:The intangibility of services results in characteristics unique to a service :it is inseparable in that its creation cannot be separated form its consumption ;it is heterogeneous in that is individually produced and is thus unique ;and it is perishable in that once created it cannnot be stored but must be consumed simultaneously with its creation .29. Four kinds of barriers face consumer services marketers in this growing sector of the global marketplace;Protectionism Restrictions on transborder data flowsProtection of intellectual property Cultural barriers and adaptation 30. A global brand(全球品牌): is defined as the worldwide use of a name, term, sign, symbol (visual and/or auditory), design, or combination thereof intended to identify goods or services of one seller and to differentiate them from those of competitors. 31. COE can be defined