(完整版)国际营销简答题

1、4*5=20 分1.What are the stages of life cycle of product? Provide a short description for each of them. Chapter1P4product development: development &research (D&R )costs mountPre-introduction :marketing planning is involved, especially promotion costs mountintroduction-distribution/price strategyAninit

2、iallowpricingpolicytogetintothemarket,thoughwithlittle competition, price may be high initially to recoup development costs.Selection of a distribution model to get the product onto the market.growth-sales revenues outnumber costsThe growth stage is typically characterized by a strong growth in sale

3、s and profits.maturity 成熟-competition is getting fierce, and profits level off.Thisisprobablythemostcompetitivetimeformostproductsand businesses need to invest wisely in any marketing they undertake.decline-sales/prices/profitsdrop;consumersareseekingfornew productsEventually, the market for a produ

4、ct will start to shrink.What difficulties did Wal-Mart encounter 遇 到 when it tried to expand Chinese market, and how did Wal-Mart solves these problems according what you have learned inthis semester? Chapter3 P50Regionalism:Wal-Mart have difficult in interprovincial transportation and distribution

5、of the products they cover.How:Wal-Martencouragessuppliersthatsellnationwidetousethedistrubutioncenterandoffersback-haulservicesfromtheirlocal marketplaces.use distribution centres and back-haul trucks.Nontariff Trade Barrier:government efforts to keep Chinese products on,and imported products off s

6、helves.How:Chinese customers are still interested in trying new, imported goods. Financial Matters :Regional fragmentation of finance regulation, tax laws, and other institution has effect on the payment side of the supply chain.How:Wal-MarthasworkedwiththeChinesegovernmenttosetupaholding company to

7、 consolidate joint venture distribution and finance.Inefficient LTL & Private, Nationwide Parcel Delivery:The choice of service providers is limited, and tracking, pickup, and delivery are unreliable.How:Chinesestate-ownedtransportfirmsandforeignfreightorparcelcompanies have recently been establishe

8、d.List at least five international market entry strategies, and provide a short description for each of them. Chapter2 P37 Exporting：Sell products /goods/visible commodities to the buyers fromdomestic markets to oversea marketsAgency：A global company grants an organization ( called as an agent )to s

9、ell its productsFranchising:Franchisingisthepracticeoftherighttouseafirmssuccessful business model and brand for a prescribed period of time. For the franchiser, the franchise is an alternative to building chain stores to distribute goods that avoids the investments and liability of a chain.Contract

10、Manufacturing:Acontractmanufacturer(CM)isamanufacturer that contracts with a firm for components or products. It is a form of outsourcing.Managementcontracting:Amanagementcontract isanarrangementunder which operational control of an enterprise is vested by contract in a separate enterprise that perf

11、orms the necessary managerial functions in return for a fee.OriginalEquipmentManufacture(0EM):Originalequipmentmanufacturer (OEM) is a term used when one company makes a part or subsystem that is used in another companys end product.FDIMake a comparison among absolute quota( 绝对配额）/tariff-rate quotas

12、(关税配额）/voluntary export restraints (VERs自愿出口限制）absolute quota:To impose a maximum amount on the quantity or amount of imports of certain commodities for a specified period of time.tariff-ratequotas:Theimportingcountrysetsaquantitativelimitonthe quantity of imported goods, and applies a higher or gen

13、eral tax rate to the goods imported after exceeding the limitVoluntary export restriction: is an action unilaterally taken and implemented by the exporting country. It is called voluntary and means that the exporting country has the formal right to cancel or modify the restrictive measures.Whydomark

14、eteerswanttoexpandoverseasmarkets, carrying an established product? Chapter7 P122Saturation: the home market has peaked and is now saturated with your product.Declining interest：Foreign demand：receiving an unsolicited demand from a foreign buyer.Share enlargement: flush with cash or energized with c

15、uriosity,they wish to increase their sales by increasing their exposure.CompetitionExchange value: the value of national currencies can fluctuate wildly, often with deleterious effects on domestic companies.when production cost rise and domestic buying power declines, the marketeer have no choice bu

16、t tolook offshore for customers.Preproduction penetration: prior to setting up full scale offshore production, a company will sell to the targeted market as a way of testing demand , observing price elasticity, or educating the population about a product.Governmentrequest:manydevelopingcountriesfina

17、ncetheirgrowth through exports, since domestic buying power is limited.Internet research is becoming widespread nowadays. Can you illustrate the benefits and shortcomings of internet research?Benefit: speed,distance.immediacy,andacompletedisregardforphysical1.focused and purposeful (so not recreatio

18、nal browsing), 2.uses internet information or internet-based resourcestends towards the immediate (drawing answers from information you can access without delay)tends to access information without a purchase price.shortcomingsunrecognized bias,difficulties in verifying a writers credentialsnot be th

19、e most suitable resources to answer a particular questionAdvertising campaign广告营销A planned set of adverting messages repeated in a variety of media.Commodity商品Any article exchanged during trade. More commonly, it s used to refer to raw materials.Consumer products消费品Goods purchased by individuals or

20、households for their personal use, as opposed to products purchased by businesses.Created market新创市场A market where a product is placed on offer with no previous demand.Distributor分销商A company that undertakes to purchase products from the manufacturer for resale in a given market.Dumping倾销The export

21、of goods to a market for sale at a price below actual production cost in an effort to gain market share.Exchange risk外汇风险The risk associated with the potential for a change in the market value of currencies that occurs between the time an international contract is agreed upon and when payment is act

22、ually made.Expropriation征用The forcible takeover by a local government of a foreign business operatingwithin its borders. The seizure generally happens without payment.Found market新发现市场A market wherein consumer demand initiates the development of goods or services to meet that demand.Hard currency硬通货

23、Nationalcurrenciesthatholdaninternationallystablevalueoveran extended period and have great ease of exchange.Marketing max营销组合The combination of the marketing elements of product, price, place and promotion to generate the sale of goods or services.Market research市场调研The objective and systematic pro

24、cess of locating and analyzing information for making decisions about a specific market or product.Niche marketing利基营销/补缺营销Marketing strategy in which a company focuses its entire effort on a small, specialized segment of a larger market.On-the-ground实地考察Research or information acquired in the actual market thats the subject of the research.Penetration市场渗透The