国际市场营销期末资料.doc

填空：991.Successful marketing requires: Profitable，Offensive (rather than defensive)， Integrated，Strategic (is future orientated)，Effective (gets results)992The Marketing Process：Customer needs and wants，Research and development，Engineering，Manufacturing，Customer value）2. 993International marketing process:appraising the international marketing environment, deciding whether to go abroad, deciding which market to enter, deciding how to enter the market, deciding on the marketing mix, deciding on the marketing control and management.4.994Core Marketing Concepts：1.Needs, wants, and demands，2.Marketing offers: including products, services and experiences，3.Value and satisfaction ，4.Exchange, transactions and relationships，5.Markets5995.Four Eras in the History of Marketing：Production Era，Sales Era，Marketing Concept Era，societal era.996.Different levels of international marketing:Domestic marketing,exporting marketing, international marketing.997.11Ps:product,price,place,promotion,power,public relation,people,probe,partition,prioritize,position.998.4Cs:consumer,cost,convenience,communication999.4Rs:related,reaction,relationship,reward910.4Vs:variation,versatility,value,vibration911.Why International Marketing Occurs:Tax Incentives,Comparative Advantage, Stage in the Product Life Cycle,Competition at Home,Economic and Demographic Trends912.EPRG scheme:Ethnocentrism, Polycentrism, Regiocentrism, Geocentrism.913.WTOs 3 aims: to help trade flow as freely as possible, produce transparent and predictable rules via trade negotiations, dispute settlement914.The Companys Micro-environment:internal structure, suppliers, competitors, marketing intermediaries, customers and general publics915.The Companys Macro-environment:Demographic , Economic ,Natural,Technological ,Political ,Cultural environment916.the marketing research process: defining the problem, exploratory research, formulating hypotheses, research design, collecting data, interpersonal and presentation.917.The components of a computerised MKIS：Data Bank， Statistical Bank，Model Bank， Display unit，Marketing Manager 918.Factors Influencing Consumer Behavior：Cultural，Social，Personal，Psychological，919.The Buyer Decision Process：Need Recognition，Information Search，Evaluation of Alternatives，Purchase Decision，Post-purchase Behavior920.Stages in the Adoption Process：Awareness，Interest，Evaluation，Trial，Adoption921The Business Buying Process.：problem recognition, general need description, product specification, supplier search, proposal solicitation, supplier selection, order-routine specification, performance review.922.Major Types of Buying Situations: Straight Re-buy, Modified Re-buy, New Task923.Some Bases for Segmenting Consumer Markets: Demographic, Geographic, Psychological, Benefit, Behavior924.The Process of Market Segmentation: Analyze Customer Product Relationship, Investigate Segmentation Bases, Develop Product Positioning, Select Segmentation Strategy925.New Product Development Process：Idea Generation，Idea Screening，Concept Developmentand Testing，Marketing Strategy Development，Business Analysis，Product Development，MarketTesting，Commercialization。926.Approaches to Pricing：Cost based approach，Competitive approach，Value based approach927.Distribution Channel Functions: Information, Financing, Physical Distribution, Matching, Negotiation, Contact, Promotion, Risk Taking.928.Channel Members: A channel may include manufacturer, wholesaler, retailer, and consumer929.three major marketing systems: vertical marketing system(VMS), horizontal marketing system, hybrid marketing system.930.The Marketing Communications Mix：Advertising，Sales Promotion，Public Relations，Personal Selling，Direct Marketing。931.Factors in Developing Promotion Mix Strategies： Type of Product/ Market，Push vs. Pull Strategy，Buyer/ Readiness Stage，Product Life-Cycle Stage。932.steps of developing effective marketing promotion: determine the communication objectives, determine the budget, design a massage, choose the media, measurement and management of the effectiveness of promotion.933.Major Advertising Decisions : Mission, Budget Decisions, Message decisions, Media decisions, Measurement.934.广告的分类Informative Advertising，Persuasive Advertising，Comparison Advertising，Reminder Advertising名词解释：991.Originally the term of market is the place where buyers and sellers gathered to exchange their goods；Economists refer to a market as a collection of buyers and sellers who transact in a particular product class. As for marketers, it is a set of all actual and potential buyers of a product or service.2. 992S. Carter defines marketing as: “The process of building lasting relationships through planning, executing and controlling the conception, pricing, promotion and distribution of ideas, goods and services to create mutual exchange that satisfy individual and organizational needs and objectives.”3. 993Products - anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a need or want. 4. 994Services - activities or benefits offered for sale that are essentially intangible and dont result in the ownership of anything. 5. 995Marketing concept: The concept that holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.6. 996international marketing:At its simplest level, international marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most complex, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across markets.7. 997Theory of Absolute Advantage:Adam Smith: Wealth of Nations (1776).Capability of one country to produce more of a product with the same amount of input than another country. Produce only goods that you are most efficient, trade for those where you are not efficient. Trade between countries is, therefore, beneficial. Assumes there is an absolute advantage balance among nations.8. 998Theory of Comparative Advantage:David Ricardo: Principles of Political Economy (18117). Extends free trade argument. Efficiency of resource utilization leads to more productivity. Should import even if country is more efficient in the products production than country from which it is buying. Look to see how much more efficient. If only comparatively efficient, than import. Makes better use of resources. Trade is a positive-sum game.9. 999The theory of product trade cycle: put forward by Dr. Raymond Vernon. The International Product Life Cycle model suggests that many products go through a cycle during which high income, mass consumption countries are initially exporters, then lose their export markets, and finally become importers of the product. he International Product Life Cycle can be defined as market life span stages the product goes through in international markets sequentially, simultaneously or asynchronously. The sequential stages are introduction, growth, maturity, decline and extinction in the international markets. 10. 910The Theory of Business Orientation by Dr. Howard Perlmutter. Some firms are very involved with international marketing while others show very little interest or motivation. These different attitudes can be called international marketing orientations. 11. 911Exchange system is another economic factor a firm would consider in international marketing, especially the stability of currency. Sales and profits could be affected if a foreign country revalues its currency in relation to the companys home currency.12. 912The Gross Domestic Product (GDP) is the total value of goods and services produced in a country in a year.13. 913Engels Law:Economic theory that the proportion of income spent on food decreases as income increases, other factors remaining constant. This law does not suggest that money spent on food falls with increase in income, but instead that the percentage of income spent on food rises slower than the percentage increase in income, or the proportion spent on other goods (such as luxury goods) increases. Proposed by the German statistician Ernst Engel (1821-96) in his 1857 paper. 914Marketing Research:The process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment, in order to improve marketing effectiveness.915MKIS (MIS) is a set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions916Consumer Buying Behavior refers to the buying behavior of final consumers -individuals & households who buy goods and services for personal consumption.917Business Buyer Behavior refers to the buying behavior of all the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others.918Market Segmentation:The process of dividing a market into groups of potential buyers who have similar needs and wants, value perceptions, or purchasing behavior919Positioning: is the development of a service and a marketing mix to occupy a specific place in the minds of customers within target markets.920Five characteristics of products: primary functional purpose, secondary purpose, durability and quality, method of operation, and maintenance.921Product classification: consumer products( convenience products, shopping products, specialty products, unsought products), industrial products.922Break-even analysis involves developing charts that show the relationship of costs, customer demand volumes, and profits. Costs are separated into fixed and variable in order to do break-even analysis. Break-even analysis is used in pricing to determine the level of profitability from an assumed selling price, when the total fixed costs and variable cost per unit are known. revenues that exactly equal fixed and variable costs.923Distribution is the process that goods are distributed from the manufacturer to the end user.14. A distribution channel is A set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user. A channel directs the flow of products from producers to customers.924Intermediaries are organizations operating in the middle or between the producer and the final buyer. They link producers to other intermediaries or to the ultimate users of the product. Traditionally, intermediaries have been referred to as middlemen.925A wholesaler or distributor is a commercial establishment that purchases from one or more manufacturers stock and resells to various business users who are engaged primarily in producing other kinds of products. It is a full-service institution in buying, selling, storage, transportation, standardization, financing, risk bearing, and market information and research.926A selling agent is an individual or firm that operates on a contractual basis with a manufacturer and undertakes full responsibility for the sale of the entire output of its principal.It takes the place of sales department. Its functions include pricing, terms and conditions of sale, and customer contact.927A manufacturers agent is an individual or firm acting as an intermediary between the manufacturer and the business product user, usually in a specified territory.The agents primary function is selling928A broker or commission agent is an individual or firm that brings buyers and sellers together and negotiates contracts of sale and purchase on a fee or commission basis.929Retailer: an intermediary who involves in All activities in selling goods or services directly to final consumers for their personal, non-business use. 930A jobber is a commercial establishment that buys from various sources for resale to retail stores. It provides broken-package quantities and makes up specified assortments on a job lot basis. Jobbers offer flexibility for servicing small retailers and odd-lot requirements. 931Promotion：Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.（Informative function ，Persuasive function ，Influence function）932Pull strategy: Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.933Push strategy: Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.934Advertising is Any Paid Form of Non-personal Presentation and Promotion of Ideas, Goods, or Services by an Identified Sponsor.935Public Relations Involves Building Good Relations With the Companys Various Publics by Obtaining Favorable Publicity, Building Up a Good Corporate Image, and Handling or Heading Off Unfavorable Rumors, Stories, and Events. Public Relations is a broad set of planned communication about the company, including publicity releases, designed to promote goodwill and a favorable image.936Marketing planning: is a logical sequence and a series of activities leading to the setting of marketing objectives and the formation of plans for achieving them. It is a management process.回答问题：111. Marketing Functions: 1)Contact: the seeking out of prospective consumers, and it may be based on a variety of determinants. Improper handling of the initial contact can keep a company out of the marketplace indefinitely. 2.)Merchandising: It is the process of bringing the right product to the right place at the right time in the right quantity at the right procedure. 3.)Pricing: The price of a product is often the determining factor when a purchase is made and is always a key to profit. 4).Promotion: It is used to support marketing efforts: paid advertising, personal selling, public relations and supplemental efforts. 5).Distribution: The process of putting the consumer and the product together. 6).Human resources: Internal marketing that occurs within a company between employers and employees is a reflection in the ability to market externally to the public. It is essential that sellers understand, communicate with, and value buyers.222Difference between domestic marketing and international marketing:The principles and process of marketing are universal and can apply for international marketing. However IM is more complex than domestic M in a number of ways. 1)environment differences,2)different applications of marketing principles, concepts and techniques,3)the different relations between enterprises and government.333Major changes in the past fifty years:1).capital movements rather than trade have become the driving force of the global economy 2).production has become uncoupled from employment 3).primary products have become uncoupled from the industrial economy and, 2. )the world economy is in control - individual nations are not, despite the large world economic share of the USA and Japan.444.Three types of economic systems:1).Planned Economy: Centralized government controls all or most factors of production and makes all or most production and allocation decisions 2).Market Economy: Individuals control production and allocation decisions through supply and demand3).Mixed Economy: Economic system featuring characteristics of both planned and market economies555.Ethical Concern in Marketing ResearchArea of Concern：Preserving participants anonymity，Exposing participants to mental stress， Asking participants questions against their self-interest，Using special equipment and techniques，Involving participants in research without their knowledge，Using deception，Using coercion，Depriving participants of their right to self-determination。666.Characteristics of Business Markets: 1)Market Structure and Demand: Fewer, larger buyers, Geographically concentrated, Demand derived from consumers, Fluctuating demand 2)Nature of the Buying Unit: More members ,More professional purchasing effort 3)Types of Decisions & the Decision Process: More complex decisions,Process is more formalized,Buyer and seller are more dependent on each other,Build close long-term relationships with customers777.benefits of market segmentation: 1)design or provide responsive products to meet the needs of the market place 2)determine effective and cost efficient promotional strategies 3)evaluate market competition, in particular a companys market position 4)provide insight on present marketing strategies.888.Brand Strategy：1）Line Extension：Existing brand names extended to new forms, sizes, and flavours of an existing product category2）Brand Extension：Exist