全球营销管理复习资料

1、全球营销管理复习资料名词解释1. Positioning : It is the location of your product in the mind of your customer .p2022. Psychographic segmentation: It is grouping people in term of their attitudes, values and lifestyle.p1953. International product: products are offered in multinational, regional markets . p3344. Dum

2、ping: As the sale of an imported product at a price lower than that normally chargedin a domestic market or country of origin. P371Selling products in a foreign country at lower prices than those charged in the producing country5. Ethnocentric orientation: Home country is superior; sees similarities

3、 in foreign countries. p126. Geographic segmentation: is dividing the world into geographic subsets. p1927. Transfer pricing: refers to the pricing of goods and services bought and sold by operatingunits or divisions of a single company. p3738. Market allocation: relies on consumers toallocate resou

4、rces.P339. National products : Products are offered in a single national market. p33310. Self-reference criterion: the unconscious reference to one's own cultural values. P7911. Polycentric orientation: Views each host country is unique; sees differences in foreign countries. p1212. Geocentric o

5、rientation: worldview; sees similarities and differences in home andhost countries.P13IV.简答题1. Identify some of the environmental influences on global pricing decisions. P359 Global marketers must deal with a number of environmental considerations when making pricing decisions .Among these are curre

6、ncy fluctuations, inflation, government controls and subsidies, competitive behavior, and market demand.Some of these factors work in conjunction with others; for example,inflation may be accompanied by government controls.2. Briefly describe various combinations of product/communication strategies

7、available to global marketers. When is it appropriate to use each? P346Strategy 1 :product /communication extension .is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market .it used frequently with industrial (

8、business to business)products Strategy 2 : product extension, communications adaptation is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used when a product fills a differ

9、ent need, appeals to different segment, or serves a different function under conditions of use that are the same or similar to those in the domestic marketStrategy 3: product adaptation, communication extension is an approach to global product planning is to extend, without change, the basic home-ma

10、rket communications strategy while adapting the product to local use or preference conditions,Strategy 4: dual adaptation is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the market ,environmental conditio

11、ns or consumer preferences differ.Strategy 5: product invention. It used when potential customers have limited purchasing power.3. What is a transfer price? What are three methods for determining transfer prices? P373 Refers to the pricing of goods and services bought and sold by operating units or

12、divisions of a single company.The three methods are cost-based transfer pricing, market-based transfer pricing and negotiated prices.4. Explain the differences among standardized marketing, concentrated marketing and differentiated marketing.P201Standardized marketing is analogous to mass marketing

13、in a single country. It involves creating the same marketing mix for a broad market of potential buyers. Sending the same promotional message to everyoneConcentrated marketing involves devising a marketing mix to reach a single segment of global market . designing a promotional message that communic

14、ates the benefits desired by a single segment.Differentiated marketing is a variation of concentrated global marketing . it entails targeting two or more distinct market segments with different marketing mixes. This strategy allows a company to achieve wider market coverage. Designing more than one

15、promotional message ,with each communicating different benefits.5. What is the difference between a product and a brand? p334The brand or trade name is the proprietary identification from the manufacturer. It is subject to trademarking laws (it must not infringe on existing trademarked names) and he

16、alth authority regulations if it is a cosmetic, food, drug, or medical device (must not confuse or mislead the consumer).The product name or "statement of identity" is the basic definition of the goods (from which fair value comparison may be made by the consumer). The brand/trade name and

17、 statement of identity must be directly adjacent each other on the front panel of the label.6. What is positioning? What is the difference between high-tech positioning and high-touch positioning?P204It is the location of your product in the mind of your customer。High-tech Positioning strategy for p

18、roducts which are purchased on concrete product featuresBuyer typically already possessesor wishes to acquire considerable technical information.High-touch positioning emphasis lies more on the product ' image; specialized information appears of minor relevance7. What are the differences between

19、 an international and a global product?p334 International products are offered in multinational, regional markets.The classic international products is the euro product, offered throughout Europe but not in the rest of the world.Global products are offered in global markets. A truly global product i

20、s offered in the triad, in every world region, and in countries at every stage of development, meet the wants and needs of global market.8. What six criteria should be assessed when evaluating potential export markers? P235 six criteria should be assessed: market potential, market access, shipping c

21、osts, potential competition, service requirements, and product fit9. What criteria should global marketers consider when making product design decisions? P342Global marketers need to consider four factors when marking product design decisions: preferences, cost, lows and regulations, and compatibili

22、ty.论述题1. What is meant by global localization? Is Coca-Cola a global product? Explain. P6It means a successful global marketer must have the ability to think globally and act locally . A global product " may be the same” product everywhere and yet different ”. Global marketing requires marketer

23、s to behave in a way that is global and local at the same timeby responding to similarities and differences in world markets.195Coca-cola is a global product by virtue of the fact that it is available in more than countries in red cans bearing the distinctive signature style. It must be noted, howev

24、er, that customer service efforts are adapted to the needs of particular markets (for example, vending machines in Japan). Thus, Coca-Cola is both global and local.Coke is a product embodying marketing mix elements that are both global and local on nature.the coca-cola company's soft-drink produ

25、cts are distributed in almost 200 countries ;coca-cola ' positioning and strategy are the same in all countries ; it projects a global image of fun ) good times ) and enjoyment . coke is“the real thing. " there is only one coke. it is unique .it is a brilliant example of marketing different

26、iation. the essenceof discrimination is to show the difference between your productand other competing products and services.2. What is the significance of the value equation for global marketers? P5P159The value equation can be considered as a guide to create perceived value for customers by any or

27、ganization operating anywhere in the worldThe value equation is known as V=B/P, Where V is the value, B is benefits and P is price.The value can be increased in two ways, by increasing the numerator ' benefits or by reducing the denominator 'price the. benefits can be increased by improving

28、the product itself, the product distribution, and/or the communication. Therefore, a company that can produce a superior quality product at the lowest cost could achieve a competitive advantage in a market place.therefore )companies using price as a competitive weapon may enjoy an ample supply of lo

29、w-wage labor or access to cheap raw materials . Companies can also reduce prices if costs are low due to efficiencies in manufacturing. if company is able to offer both superior product )distribution )or promotion benefits and lower prices relative to the competition ) it enjoys an extremely advanta

30、geous position.The bottom line on the value equation is that you can succeed in a market only you have perceived value that is equal to or greater than that of your competitors. if you are new and unknown )your best entry strategy is to enter the market with an offer that customers will find hard to

31、 refuse : Offer quality and features that equal or exceed that of your competition at a lower price. the price will get your prospect's attention )and the quality and features will keep it. over time ) as you become known ) you can raise your prices to a level that is consistent with your percei

32、ved value.3. what is the difference between low-contextculture and a high-contextculture ?Give an example of a country that is an example of each type, and provide evidence for your answer .how does this apply to marketing.p73In a low-context culture ,message are explicit;words carry most of the inf

33、ormation in communication.In a high-context culture, less information is contained in the verbal part of a message. Much more information resides in the context of communication, including the background, associations, and basic values of the communicators.In general, high-context cultures function

34、with much less legal paperwork than is deemed essential in low-context cultures.In a high-context culture, a person s word is his or her bond. There is less need to anticipate contingencies and provide for external legal sanctions because the culture emphasizes obligations and trust as important val

35、ues.Japan is a high-context culture )place a great deal of emphasis on a person 's values and position or place in society. In Japan, a business loan is more likely to be based on who you are than on formal analysis of pro forma financial documents.The United States is a low-context culture; dea

36、ls are made with much less information about the character, background and values of the participants. Much more reliance is placed on the words and numbers in the loan application.4. How can buyer attitudes about a product country of origin affect marketing strategy? P344One of the facts of life in

37、 global marketing is the existence of stereotyped attitudes toward foreign products.Stereotyped attitudes may either favor or hinder the marketer's efforts. On the positive side, as one marketing expert point out “ German is synonymous with quality engineering, Italian is synonymous with style,

38、and French is synonymous with chic. " However, no country has a monopoly on a favorable foreign reputation for its products or a universally inferior 低劣 reputation. Similarly, individual citizens in a given country are likely to differ in terms of both the importance they ascribe to a product s country of origin and their perceptions of different countries.The reputation of a particular country may vary around the world; a particular country s reputation can change over time.Country image is not uniform.Country stereot