全球市场营销 重要知识点罗列(中英文).doc

Global marketingChapter one掌握：营销概念：Although marketing is universal, marketing practice, of course,varies from country to country.了解：The market conceptThe New concept of marketing and the Four Ps: shifted the focus of marketing from the product to the customer.The strategic 1.concept of marketing: shifted the focus of marketing from the customer or the product to the customer in the context of the broader external environment. 2.the strategic concept of marketing has shifted the focus of marketing from a microeconomics maximization paradigm to a focus of managing strategic partnerships and positioning the firm between vendors and customers in the value chain with the aim and purpose of creating value for customers.掌握：THE THREE PRINCIPLES OF MARKETING1.Customer value and the value equationThe task of marketing is to create customer value that is greater than the value created by competitors.2.Competitive or differential advantage The advantage can exist in any element of the companys offer: the product, the price, the advertising and point-of-sale promotion, or the distribution of the product.V=B/P3.FocusThe third marketing principle is focus, or the concentration of attention.掌握：全球本土化概念（global localization）：it means a successful global marketer must have the ability to “think globally and act locally”掌握：MANAGEMENT ORIENTATION1. Ethnocentric (母国中心)-international companyHome country is superior, sees similarities in foreign countries2. Polycentric（东道国中心）-multinational companyEach host country is unique sees differences in foreign countries3. Regiocentric（区域中心）-global companySees similarities and differences in the world region; is ethnocentric or polycentric the rest of the world. 4. Geocentric （世界中心）-transnational companyWorldview, sees similarities and differences in home and host countries. 了解：Leverage定义：Leverage is simply some type of advantage that a company enjoys by virtue of the fact that it conducts business in more than one country.类型：1.experience transfers(经验移植) 2.Scale economies （规模经济：可降低成本）3.resource utilization （资源利用） 4.global strategy（全球化战略）Chapter two了解ECONOMIC SYSTEMS1. Market allocationA market allocation system is one that relies on consumers to allocate resources.Consumers “write” the economic plan by deciding what will be produced by whom.2. Command or central plan allocationIn a command allocation system, the state has broad powers to serve the public interest. These include deciding which products to make and how to make them.3. Mixed allocation了解STAGES OF MARKET DEVELOMENTUsing GNP as a base , we have divided global markets into four categories.1. low-income countries(also known as preindustrial countries)2. lower-middle-income countries(also known as less developed countries or LDCs)3. upper-middle-income countries(also known as industrializing countries)4. high-income countries(also known as advanced , industrialized, postindustrial countries)chapter three了解：BASIC ASPERTS OF SOCIETY AND CULTUREIt is learned, not innateThe various facts of culture are interrelated, influence or change one aspect of a culture and everything else is affected.It is shared by members of groups and defines the boundaries between different groups. 掌握：High and low context cultures强交际环境文化和弱交际环境文化的对比(看73页表)In low context cultures, messages have to be explicit. A persons word is not to be relied on. Paperwork is important. In high context cultures, less information is contained in the verbal part of message. A persons value, position, background are crucial.掌握： Maslows Hierarchy of Needs 马斯洛需求层次理论physiological 生理需求safety 安全需求social 社交需求esteem 尊重self-actualization 自我实现掌握：Hofstede Framework 霍夫斯诺德构架（看细节）individualism versus collectivism 个人主义与集体主义power distance 权力距离uncertainty avoidance 不确定性规避masculinity versus femininity 男权主义相对女权主义了解：THE SELF-REFERENCE CRITERION AND PERCEPTIONAs we have shown, a persons perception of market needs is framed by his or her own cultural experience.了解：ENVIRONMENTAL SENSITIVITY(了解80页表格) Environmental sensitivity is the extent to which products must be adapted to the culture-specific needs of different national markets. （对环境中最敏感的东西是food）Chapter four了解POLITICAL RISK （经济发达阶段和政治风险的关系，经济越不发达政治风险越高）了解征用（EXPROPRIATION）定义：Expropriation refers to governmental action to dispossess a company or investor.没收（CONPENSATION）定义：compensation is generally provided to foreign investors,although not often in the “prompt effective ,and adequate” manner provided for by international standard.国有化（NATIONALIZATION）定义：Nationalization occurs if ownership of the property or assets in question is transferred to the host government.了解：Differences of the two systems in solving commercial disputes两种法律体系在解决商务纠纷中的区别 common law versus civil law(code law)Under common law, commercial disputes are subjected to either civil or commercial laws. Under code law, commercial disputes are subjected to the commercial code.Under common law, industrial property right based on proof of agreement. Under code law, industrial property right based on notarization or registrationUnder common law, Performance of contract: Act of God/act of nature means extraordinary happenings not reasonably anticipated. Under code law, Performance of contract: Act of God is extended to include unavoidable interferences such as strike or riots (Force Majeure) 掌握：Three bases for jurisdiction in resolving private international disputes处理国际争端的3种基本司法程序negotiation调解协商Arbitration仲裁Litigation 诉讼Chapter five掌握：DIFFUSION THEORY(传播理论)（AIETA）Five stages of the adoption process 对新产品接纳过程的五个阶段Awareness 知晓阶段Interest 感兴趣阶段Evaluation 评价阶段Trial 试用阶段Adoption 采纳阶段Five types of adopter categories 新产品接纳者的5种类型 innovatorsearly adopters(Early adopters are the most influential people in their communities,even more than the innovators. Thus. The early adopters are a critical group in the adoption process )early majoritylate majoritylaggards (落后者)掌握：Characteristics of innovations(创新的特征)1. Relative advantage（相对优势）2. Compatibility（兼容性）3. Complexity（复杂性）4. Divisibility（可分性）5. Communicability（可交流性）Chapter six了解Information subject agenda （理解168页表格）了解SCANNING MODES（搜寻模式）: SURVEILLANCE AND SEARCH监视的两种类型Surveillance include: viewing and monitoring了解营销信息的主要来源（sources of market information）：1.human sources (人) 2.documentary sources（文档资源） 3.internet sources（因特网来源） 4. Direct perception（直接感知）了解FORMAL MARKETING RESEARCH（正式的市场调研）Step 1: Identifying the research problemStep 2: Developing a research planStep 3: Collecting data (看细节secondary data, primary data, survey research)Step 4: Analyzing research dataStep 5: Presenting the findingsChapter seven掌握市场细分的定义: Market segmentation is the process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs.掌握全球市场细分的定义：Global market segmentation is the process of dividing the world market into distinct subsets of customers that behave in the same way or have similar needs.掌握全球市场的主要细分的标准（criteria）(知道归属)：1. Geographic segmentation2. Demographic segmentation3. Psychographic segmentation4. Behavior segmentation5. Benefit segmentation掌握全球目标市场确定的定义：Targeting is the act of evaluating and comparing the identified groups and then selecting one or more of them as the prospect(s) with the highest potential.掌握选择目标市场的标准（criteria）:1. current segment size and growth potential2. potential competition3. compatibility and feasibility掌握选择目标市场的策略：1. standardized global marketing2. concentrated global marketing3. differentiated global marketing掌握全球产品定位（Global product positioning）定义:Positioning is the location of your product in the mind of your customer.Chapter eight掌握出口市场选择的六大标准（MARKET SELECTION CRITERIA）：1. market potential(市场潜量)2. market access (市场潜入因素)3. shipping costs(运输成本及时间)4. potential competition(潜在竞争)5. service requirement(服务要求)6. product fit(产品适应性)了解ENTRY AND EXPANSION DECISION MODEL(进入和扩张决策模型，第237页)掌握依托营销（Piggyback Marketing）的定义：The manufacturer using the piggyback arrangement does so at a cost that is much lower than that required for any direct arrangement. Successful piggyback marketing requires that the combined product lines be complement. They must appeal to the same customers, and they must not be competitive with each other.掌握许可贸易（licensing）的定义:Licensing can be defined as a contractual arrangement whereby one company(the licensee) makes an asset available to another company(the licensing) in exchange for royalties, license fees, or some other form of compensation. The licensed asset may be a patent, trade secret, or company name.其中，Franchising is a form of licensing了解Joint Ventures（第247页）了解市场扩张战略（5 MARKET EXPANSION STRATEGIES）:1. Strategy one: concentrates on a few segments in a few countries.2. Strategy two: country concentration and segment diversification3. Strategy three: country diversification and market segment concentration 4. Strategy four: country and segment diversificationChapter nine了解全球战略联盟的三个特点：1. The participants remain independent subsequent to the formation of the alliance2. The participants share the benefits of the alliance as well as control over the performance of assigned tasks. 3. The participants make ongoing contributions in technology, products, and other key strategic areas.了解全球战略同盟的六个特性（attributes）（第265页）在日本，战略联盟被称为综合商社在韩国，战略联盟被称为财阀Chapter ten掌握影响产业竞争的五种力量（Forces Influencing Competition in a Industry）：1. Thread of new entrants2. Rivalry Among Existing Competitors3. Bargaining Power of Suppliers4. Bargaining Power of Buyers5. thread of Substitute Product or Services 掌握新加入者的五种威胁（thread of new entrants）：1. Economies of scales(规模经济)2. Product differentiation(产品差异性) 3. Capital requirements(资本要求)4. Switching costs(转换成本)5. Access to distribution channels(获取分销渠道的途径)6. Government policy(政府政策)7. Established firms may also enjoy cost advantages independent of the scale economies(老公司享有的与规模经济无关的成本优势) 掌握Porters basic thesis(Porters diamond): four national attributes of a nation shape the environment in which local firms compete.波特钻石理论中认为决定一国本地公司竞争环境的四大特征：factor conditionsdemand conditionsrelated and supporting industriesfirm strategy, structure, rivalryAnd two influencers: Governments and chance其中，了解要素来源（factor conditions）的分类1. Human resources2. Physical resources3. Knowledge resources4. Capital resources5. Infrastructure resources掌握要素资源的类型1. Basic versus advanced factors（基本要素与高级要素）2. Generalized（通用要素是前提条件） versus specialized factors（专门要素是企业真正竞争要素的来源）掌握创造竞争优势的一般战略：1.Broad market strategy 大市场战略Cost-Leadership Advantage（成本领先）Differentiation（差异化）2.Narrow target strategies（缩小目标范围）Focused differentiation （差异专注）Cost focus（成本专注）了解日本人创新性竞争的策略：1. Layers of advantage （优势层）2. Loose bricks（松动的砖头）3. Changing the rules（改变规则）4. Collaborating（合作）5. Hypercompetition （超级竞争）CHAPTER11了解产品含义（了解产品属于哪类）Local products(本土产品)：A local product is available in a portion of a national market.National products（国家产品）: A national product is one that, in the context o a particular company is offered in a single national market.International products(国际产品): international products are offered in multinational,regional markets.Global products（全球产品）： global products are offered in global markets了解产品与品牌的不同（了解334页的全球品牌的特征-地球图）A global product differs from a global brand in one important respect: it does not carry the same name and image from country to country.掌握产品定位（product positioning）的定义： product positioning is a communications strategy based on the notion of mental space: positioning refers to the act of locating a brand in customers minds over and against other products in terms of product attributes and benefits that the brand does and does not offer.掌握产品定位的一般策略（general strategies for positioning products）1. attribute or benefit （属性与性能）2. Quality/price（质量价格）3. Use/user （使用和使用者）4. High-tech positioning （高科技定位）5. High-touch positioning （高感性定位）掌握产品设计的四个因素（Product design considerations）Global market need to consider four factors when making product design decision:1. Preferences （偏好）2. Cost （成本）3. Laws and regulations（法律法规）4. Compatibility（兼容性）5. Labeling and instructions （标签以及用法说明）了解原产国的态度的（coo：country of origin）定义：Country of origin (often abbreviated to COO), is the country of manufacture, production, or growth where an article or product comes from. There are differing rules of origin under various national laws and international treaties掌握产品地理扩张的主要策略（5个）Strategy1:product/communication extension(dual extension)Strategy2:product extension/communication adaptationStrategy3:product adaptation/communication extensionStrategy4:dual adaptationStrategy5:product invention理解公司的三个阶段（How to choose a strategy）1.cave dweller.（洞穴居住着）2.Naive nationalist（天真的国家主义者）3.Globally sensitive（全球性敏感者）了解新产品开发的几层含义（New products in global marketing）:Newness can be assessed in the context of the product itself, the organization, and the market.1. an entirely new invention or innovation2. a line extension 3. newness may also be organizational4. an existing product that is new to a company may be new to a particular market了解新产品开发的几个步骤：1. Identifying new-product ideas2. New-product development location3. Testing new products in national marketsCHAPTER 12掌握环境对定价决策的影响（Environmental influences on pricing decisions）1. Currency fluctuations（货币的不稳定性）2. Exchange rate clauses（汇率条款）3. Pricing in an inflationary environment（在通货膨胀的环境里定价）4. Government controls and subsidies（政府控制和补贴）5. Competitive behavior （竞争行为）6. Price and quality relationships（价格与质量的关系）掌握全球定价目标及战略（Global pricing objectives and strategies）1. 掌握市场撇脂（Market skimming）定义：the market skimming pricing strategy is a deliberate attempt to reach a market segment that is willing to pay a premium price for a product.2. 掌握渗透式定价（Penetration pricing）定义：penetration pricing uses price as a competitive weapon to gain market position.3. 掌握市场保持（Market holding）定义：the market holding strategy is frequently adopted by companies that want to maintain their share of the market.4. 掌握成本加成 价格升级Cost plus/price escalation 掌握价格升级的定义：Price escalation is the increase in a products price as transportation, duty, and distributor margins are added to the factory price.掌握灰色市场（Grey market goods）条件和定义定义：gray market goods are trademarked products that are exported from one country to another, where they are sold by unauthorized persons or organizations.条件：The marketing opportunity that presents itself requires gray market goods to be priced lower than goods sold by authorized distributors or domestically produced goods.了解倾销(Dumping) 定义：Dumping is an important global pricing strategy issue.了解转移定价（TRANSFER PRICING）的定义：transfer pricing refers to the pricing of goods and services bought and sold by operating units or divisions of a single company.了解几种转移定价的方法：The alternatives are(1)cost-based transfer pricing,(2).market-based transfer pricing（目的基于市场竞争需要的转移定价）Market-based transfer price了解定义：a market-based transfer price is derived from the price required to be competitive in the international market.(3).negotiated prices.掌握三种定价策略（GLOBAL PRICING-THREE POLICY ALTERNATIVES） 1. Extension/ethnocentric2. Adaptation/polycentric3. Invention/geocentricCHAPTER 13掌握分销渠道（Channel of distribution）的定义：Channel of distribution American marketing association defines channel of distribution asan organized network of agencies and institutions which, in combination, perform all the activities required to link producers with users to accomplish the marketing task.掌握分销(marketing channels)的目的: The purpose of marketing channels is to create utility for customers. 掌握渠道的效用：The major categories of channel utility are place (the availability of a product or service in a location that is convenient to a potential customer);time(the availability of a product or service when desired by a customer);form(the product is processed, prepared, and ready to use and in proper condition);and information(answers to questions and general communication about useful product features and benefits are available).了解两种渠道：1. Direct involvement2. Indirect involvement掌握影响渠道因素（CHANNEL OBJECTIVES AND CONSTRAINTS）1. customers characteristics 2. products characteristics3. middlemen characteristics4. environment characteristics掌握中间商（Middleman characteristics）的定义：Channel strategy must recognize the characteristics of existing middlemen. Middlemen are in business to maximize their own profit and not that of the manufacturer. They are notorious for cherry picking.了解cherry picking的定义：that is, the practice of taking orders from manufacturers whose products and brands are in demand to avoid any real selling effort for a manufacturers products that may required push. DISTRIBUTION CHANNELS:TERMINOLOGY AND STRUCTURE掌握消费品（CONSUMER PRODUCTS）的主要渠道1.DOOR-TO-DOOR SELLING2. MANUFACTURER-OWNED STORE3. FRANCHISE OPERATIONS4. COMBINATION STUCTURES掌握工业产品（INDUSTRIAL PRODUCTS）的主要渠道1.M-manufacturer2. W-wholesaler3. MSF-manufacturers sales force4. D or A-distributor or agentCHAPTER 14掌握全球广告的定义：Global advertising