国际营销总结

1、1.（一） SRC： the self-reference criterion:1 ）SRC is an unconscious reference to ones own cultural values, experiences, and knowledgeas a basis for decisions 自我参照标准是指无意识地参照个人的文化价值观、经验和知识，作为决策的依据 .closely connected is ethnocentrism ,that is ,the notion that people in ones own culture, or country knows b

2、est how to do things.2） Your self-reference criterion can prevent you from being aware of cultural differences orfrom recognize the importance of those differences.3) The most effective way to control the influence of ethnocentrism and the SRC is to recognize their effects on our behavior and develo

3、p on awareness of the need to be sensitive to differencesand to ask questions when doing business in another culture.2.（四 )definitions of culture: culture is the sum of the value ,rituals ,symbols ,beliefs ,and thought processes that are learned and shared by a group of people ,then transmitted from

4、 generation to generation .so culture resides in the individuals mind.origins: geography ,history ,the political economy ,technology ,social institutions 3 .（五） The impact of American Culture on Management Style:1） “Master of destiny ”viewpoint.（2） Independent enterprise as the instrument of social

5、action 自由市场制度.3） Personnel selection and reward based on merit.4） Decisions based on objective analysis.5） Wide sharing in decision making.6） Never-ending quest for improvement.7） Competition producing efficiency.1） M-time or monochronic time 单向性时间观 ， typifies most north Americans swiss german these

6、 western culture tend to concentrate on one thing at a time . They divide time into small unitsand are concerned with promptness 敏捷，迅速most low-context cultures operate on m-time.（ 2）P-time or polychronic time 多向性时间观， is more dominant in hight-context 含蓄的 cultures . P-time is character by the simulta

7、neous occurrence of many things and by a great involvement with people .p-time allow for relationship to build and context to be absorbed.5.（六） Lessening political vulnerability/Reducing Political Vulnerability:MNC s can use the following strategies to minimize- political vulnerability and risk:(1)J

8、oint ventures. （ 2） Expanding the Investment Base .(3)Licensing.(4)Planned Domestication(5)Political Bargaining.(6)Political Payoffs.6.（七） Bases for Legal Systems :The bases for the majority of the legal systems of the world include:Common law, derived from English law and found in England, the Unit

9、ed States, Canada, and other countries once under English influenceCivil or code law, derived from Roman law and found in Germany, Japan, France, and in non-Islamic and non- - Marxist countriesIslamic law, derived from the interpretation of the Koran and found in Pakistan, Iran, Saudi Arabia, and ot

10、her Islamic statesA commercial legal system in the Marxist-socialist economies of Russia and the republics ofthe former Soviet Union, Eastern Europe, China, whose legal system is based on the economic, political, and social policies of the state.7.（八） The Research Process :The marketing research pro

11、cess 调研过程for all countries should follow these steps ：Define the research problem and establish research objectives 明确要调研的问题，确立调研目标 .2)Determine the sources of information on fulfill the research objectives决定实现调研目标的信息来源 .3)Consider the costs and benefits of the research effort 考虑调研活动的成本与利益 .4)Gather

12、 the relevant data from secondary or primary sources, or both收集有关的二手资料或原始资料，或两种资料 .5)Analyze, interpret, and summarize the results 对结果进行分析、解释与总结.6)Effectively communicate the results to decision makers 将结果有效的传递给决策者 .8.（九） Planning process(1)Phase 1:Preliminary 初步的analysis and screening 筛查；放映，播放 -Mat

13、ching company andcountry needs(2)Phase 2:Adapting the marketing mix to target markets(3)Phase 3:Developing the marketing plan(4)Phase 4:Implementation and control9.（九） Alternative market-entry strategiesWhen a company makes the commitment to go international, it must choose an entry strategy.A compa

14、ny has four different modes of foreign market entry from which to select:(1)Exporting 出口模式 .1)Exporting can be either direct or indirect直接或间接In direct exporting the company sells to a customer in another countryIn contrast, indirect exporting usually means that the company sells to a buyer (importer

15、 or distributor) in the home country who in turn exports the productThe Internet is becoming increasingly important as a foreign market entry method(2)Contractual agreements 合同进入模式.Contractual agreements are long-term, non-equity associations between a company and another in a foreign marketContract

16、ual agreements generally involve the transfer of technology, processes, trademarks,or human skills(3)Strategic international alliance国际战略联盟A strategic international alliance (SIA)is a business relationship established by two or morecompanies to cooperate out of mutual need and to share risk in achie

17、ving a common objective.国际战略联盟是指两个或两个以上的跨国企业出于对世界市场竞争态势的判断，根据其战略目标和自身的综合竞争能力，采取联合结盟的形式在资金、科研、生产和开拓市场等方面建立的合作性利益共同体。(4)International joint ventures合资进入A joint venture is a partnership of two or more participating companies that joint forces to create aseparate legal entity.Characteristics of joint ve

18、nturesJoint ventures are established, separate, legal entitiesThey acknowledge intent by the partners to share in the management of the joint ventures They are partnerships between legally incorporatedentities such as companies, charteredorganizations, or governments, and not between individualsEqui

19、ty positions are held by each of the partners(5)ConsortiaConsortia are similar to joint ventures and could be classified as such except for two unique characteristics:They typically involve a large number of participants.They frequently operate in a country or market in which none of the participant

20、s is currently active.(6)Direct foreign investment直接投资direct foreign investment ， that is，investment within a foreign country.10.（十） Quality defined ：Quality can be defined on two dimensions:market-perceived quality 市场认知质量and performance quality 工作质量11. (十） Marketing Consumer Services GloballyServic

21、es are distinguished by four unique characteristics-intangibility, inseparability, heterogeneity, and perishability-and thus require special consideration.Intangibility: the quality of being intangible and not perceptible by touchInseparability:Heterogeneity: the quality of being diverse and not com

22、parable in kindPerishability: unsatisfactoriness by virtue of being subject to decay or spoilage or destruction12.（十一） Factors Affecting Choice of Channels：Identify specific target markets within and across countries.Specify marketing goals in terms of volume, market share, and profit margin require

23、ments.Specify financial and personnel commitments to the development of international distribution.Identify control, length of channels, terms of sale, and channel ownership13.（十一） Six Cs of Channel Strategy：Channel strategy itself is considered to have the following six specific strategic goals:Cos

24、t： the two kinds of channel costs are (1) the capital or investment cost of developing thechannel and (2) the continuing cost of maintaining it.Capital requirements: Capital requirement and cash-flow patterns should be taken into account.Control : Each type of channel arrangement provides a differen

25、t level of control ,the moreinvolved the company is with the distribution ,the more control it exerts.Coverage : full-market coverage is aimed at gaining the optimum volume of sales ,securing a reasonable market share.Character : the channel-of-distribution system selected must fit the character of

26、the company and the markets in which it is doing business.Continuity : when one individual moves out of a line of business , the company may find it has lost its distribution in that area.14.（十二） Sales Promotions in International Markets:Examples of sales promotion include:Cents-off 取整，象征性优惠 (2)In-S

27、tore Demonstrations 店内展示 (3)Samples 赠送样品(4)Coupons 赠送代价券 (5)Gifts 赠送礼物 .(6)Product Tie-Ins产品连带，产品广告(7)Contests竞赛(8)Sweepstakes 有奖销售 (9)Sponsorship 赞助 of Special Events, (10)Point-Of-PurchaseDisplays 店头展示，购买点陈列15.（十二） the creative challenges.Global advertising and the communications process.Legal con

28、straints : (Comparative advertising) .Linguistic limitations : the problem involves different languages of different countries,different dialect within one country,and the subtler problems of linguistic ,argument style and even accent.Culture diversity : if the perceptual framework is different ,per

29、ception of the message itselfdiffers .5)Media limitations : (A TV commercial is limited to 10 showings a year).Production and cost limitations .16.（十三） Selecting Sales and Marketing Personnel:To select personnel for international marketing positions effectively, management must choose individuals wh

30、o have the following traits:Maturity :managers and sales personnel working abroad are able to make ethical decisions and commitments without constant recourse to the home office.Emotional stability : they need sensitivity to behavioral variations in different countries ,but they cannot be so hyperse

31、nsitive that behavior is adversely affected.Breadth of knowledge : they need considerable breadth of knowledge of many subjects both on and off the job.A positive outlook .Flexibility : successful adaptation in international affairs is based on a combination of attitude and effort.Cultural empathy.E

32、nergetic.Enjoy travel（十四） Approaches to International Pricing:1)Full-Cost Pricing 完全成本定价 : no unit of a similar product is different from any other unit in terms of cost, which must bear its full share of the total fixed and variable cost.Variable-Cost Pricing: firms regard foreign sales as bonus sa

33、les and assume that any return over their variable cost makes a contribution to net profit3)Skimming Pricing 撇脂定价 : This is used to reach a segment of the market that is relatively price insensitive and thus willing to pay a premium price for a productPenetration Pricing 渗透定价 : This is used to stimu

34、late market growth and capture market share by deliberately offering products at low prices18.（十四） Price Escalation:Price escalation: Organizations may take into consideration the increase on the price due to the application of duties and so on. This strategy is basically a cost based pricing strate

35、gy.Price escalation refers to the added costs incurred as a result of exporting products from one country to another .There are several factors that lead to higher prices:Cost of exportingTaxes, tariffs, and administrative costsInflation 通货膨胀Deflation 通货紧缩Exchange rate fluctuations 汇率波动Varying curre

36、ncy valuesMiddlemen and transportation costs19.（十四） Approaches to reducing price escalation:Methods used to reduce costs and, thus, lower price escalation include:Lowering cost of goodsLowering tariffsLowering distribution costsUsing foreign trade zones to lessen price escalationDumping20. （十四） types of countertrade:Barter: is the direct exchange of goods between two parties in a transactionCompensation deals: is the payment in goods and in cash3)Counter-purchase 回购或互购： Counter-purchase or off-set trade: the seller agrees to sell a product at a set price