全球营销学 国际市场营销答案

第一章3.Describesomeoftheglobalmarketingstrategiesavailabletocompanies.examplesofcompaniesthatusethedifferentstrategies.(1)Globalmarketingstrategies:1.globalmarketparticipationistheextenttowhichacompanyhasoperationsinmajorworldmarkets; 2.standardizationversusadaptationistheextenttowhicheachmarketingmixelementcanbestandardizedoradaptedinvariouscountrymarkets;3.concentrationofmarketingactivitiesistheextenttowhichactivitiesrelatedtomarketingmixareperformedinoneorafewcountrylocations;4.coordinationofmarketingactivitiesisthetowhichactivitiesrelatedtomarketingmixareperformedinterdependently aroundtheglobe;5.integrationofcompetitivemovesistheextenttowhichafirmcompetitivemarketingtacticsindifferentpartsofworldareinterdependent.Examples:1.Cokeisthebest-known,strongestbrand,astheCoca-ColaCompany,supportingitsCoke,Fanta,andPoweradebrandswithmarketingmixelementsboththatareglobeandlocal,isadeptatadaptingsalespromotion,distribution,andcustomerserviceeffortstolocalneeds;2.Mcdonald’sbusinessmodelisarestaurantsystemthatcanbesetupvirtuallyanywhereintheworldandofferscoremenuitems-hamburgers,Frenchfries,andsoftdrinks-inmostcountries,andthecompanyalsocustomizesmenuofferingsaccordingtolocaleatingcustoms.5.Describethedifferencebetweenethnocentric,polycentric,regiocentric,andgeocentricmanagementorientations(1)Ethnocentricorientation:homecountryissuperiortotherestoftheworld,seessimilaritiesinforeigncountries，leadstoastandardizedorextensionapproach;Polycentricorientation:theoppositeofethnocentrism,eachcountryinwhichacompanybusinessisunique,seesdifferencesinforeigncountries,leadstolocalizedoradaptionapproach;Regiocentricorientation:aregionbecomestherelevantgeographicunit;management`sgoal todevelopanintegratedregionalstrategy;Geocentricorientation：viewstheentireworldasapotentialmarketandstrivestodevelopintegratedworldmarketstrategies.第二章1.Explainthedifferencebetweenmarketcapitalism,centrallyplannedcapitalism,centrallyplannedsocialism,andmarketsocialism.Giveanexampleofacountrythatillustrateseachtypeofsystem.（2）Marketcapitalismisaneconomicsysteminwhichindividualsandfirmsallocateresourcesandproductionresourcesareprivatelyowned.(England).Centrallyplannedcapitalismisaneconomicsysteminwhichcommandresourceallocation utilizedextensivelyinanenvironmentofprivateresourceownership.(Sweden)Centrallyplannedsocialism,inthistypeofeconomicsystem,thestatehasbroadpowerstoservethepublicinterestasitseesfit.(FormerSovietUnion)Marketsocialism,insuchasystem,marketallocationpoliciesarepermittedwithinanoverallenvironmentofstateownership.(China)4.Amanufacturerofsatellitedishesisassessingtheworldmarketpotentialforhisproducts.Heasksyouifheshouldconsiderdevelopingcountriesaspotentialmarkets.Howwouldyouadvisehim?(2)Despitethedifficulteconomicconditionsinpartsofdevelopingcountries,manynationsinvolveintoattractivemarkets.Oneofmarketing’srolesindevelopingcountriesistofocusresourcesonthetaskofcreatinganddeliveringproductsthatarebestsuitedtolocalneedsandincomes.Theroleofmarketingtoindentifypeople’sneedsandwantsisthesameinallcountries,irrespectiveoflevelofeconomicdevelopment.Itisalsoanopportunitytohelpdevelopingcountriesjointheinformationage.第三章1.Whataresomeoftheelementsthatmakeupculture?Howdothesefindexpressioninyournativeculture?（3）CultureisacollectionofValues,beliefs,behaviors,customs,andattitudesthatdistinguishonesocietyfromanother.Cultureisactedoutinsocialinstitutions,suchas,family,education,religion,government,business.第五章1. Explainhow information technology puts powerful tools inthe hands of marketers.(5)ModernITtoolsprovidethemeansforacompany'smarketinginformationsystemandresearchfunctionstoproviderelevantinformationinatimely,cost–efficient,andactionablemanner.Electronicdatainterchange(EDI)allowsbusinessunitstosubmitorders,toissueinvoices,toconductbusinesselectronically,Wal-MartlegendaryforitsEDI,savetimeandmoney,enablesretailerstoimproveinventorymanagement.TransactionformatsareuniversalEfficientConsumerResponse(ECR)ThisisinadditiontoEDI,aneffortforretailersandvendorstoworkcloselyonstockreplenishment(补充).ECRcanbedefinedasajointinitiativebymembersofasupplychaintoworktowardimprovingand最优化)aspectsofsupplychaintobenefitcustomersIntranet,ElectronicPointofSale(EPOS),DataWarehousesarealsohelpingbusinessesimprovetheirabilitytotargetconsumersandincreaseloyalty.Whatisthedifferencebetweenexisting,latent,andincipientdemand? Howmightdifferencesaffectthedesignofamarketingresearchproject?(5)Demandandprofitpotential,inturn,dependinpartonwhetherthemarketbeingstudiedcanbeclassifiedsexistingorpotential.Existingmarketsarethoseinwhichcustomerneedsarealreadybeingservedbyoneormorecompanies.Insomeinstances,rmationmaybereadilyavailable.Alatentmarketisinessence,ansegment.It’samarketinwhichdemandwouldmaterialize ifanappropriateproductweremadeavailable.Anincipientmarketisamarketthatwillemergeifparticulareconomicdemographic,political,orsocioculturaltrendcontinues.Acompanyisnotlikelytoachievesatisfactoryresultsifitoffersaproductinanincipientmarketbeforethetrendshavetakenroot.Marketgrowth,brandloyalty,marketsegment,product,salespromotion,pricing,distribution,bedifferentinmarketingresearchproject.Describesomeoftheanalyticaltechniquesusedbymarketers.Whenisappropriatetoeachtechnique?(5)Anumberoftechniquesareavailableforanalyzingsurveydata.Factoranalysiscanbeusedtotransformlargeamountofdataintomanageableunits. Itisusefulinpsychographicsegmentationstudiesorcreatingperceptualmaps;clusteranalysis allowstheresearcherstogroupvariablesintoclusters thatmaximizewithin-groupsimilaritiesandbetween-groupdifferences.Itcanbeusedtodoglobalmarketingresearch,toperformbenefitsegmentation,andtoidentifynewproductopportunities.Multidimensionalscalingisanothertechniqueforcreatingperceptualmapswhichisparticularusefulwhentherearemanyproducttochooseandconsumershavedifficultyinverbalizingtheirconceptions. Conjointanalysisisusedtogaininsightsintothecombinationoffeaturesthatwillbethemostattractivetoconsumers.Itisusefulwhendeterminesthevaluesandutilitiesofthevariouslevelsofproductfeaturesandplotsthemgraphically.第六章3.Compareandcontraststandardized,concentrated,anddifferentiatedglobalmarketing.Illustrateeachstrategywithanexamplefromaglobalcompany.(6)Standardizedglobalmarketingis massmarketingonaglobalscalewithundifferentiatedmarketing(RevlonInternational)Concentratedglobalmarketing,involvesdevisingamarketingmixtoreachaniche.A nichesimplyasinglesegmentoftheglobalmarket.(Germany`sWinterhalter)Differentiatedglobalmarketing,representsamoreambitiousapproachthanconcentratedmarketingwithmulti-segmenttargetingandtwoormoredistinctmarkets(Rover)7. What isa high-touchproduct?Explainthe differencebetween high-tech positioningandhigh-touchproductpositioning.Cansomeproductsbepositionedusingbothstrategies?Explain.(6)High-techproductsaresophisticatedtechnologicallycomplex,and/ordifficulttoexplainorunderstand,andfrequentlyevaluated intermsoftheirperformanceagainstestablishedobjectivestandards.High-techglobalconsumerpositioningalsoworkswellforspecialinterestproductsassociatedwithleisureofrecreation.High-touchproducts,consumersaregenerallyenergizedbyemotionalmotivesratherrationalones,andfrequentlyevaluatedintermsoftheirperformanceagainstestablishedsubjective,aestheticterms.Someproductscanbepositionedusingbothstrategies,withbothsatisfyingcriteriaandevokinganemotionalresponse.Nokia,forexample,combinestechnicalperformancewithafashionorientation.第八章4. What criteria should global marketers consider when making product decisions?(8)Inmanyinstances,packagingisanintegralelementofproduct-relateddesigndecisions.Packagingisdesignedtoprotectorcontaintheproductduringshipping；Labelingprovidesconsumerswithvarioustypesofinformation;Aestheticsdifferaroundtheworld.Globalmarketersmustunderstandtheimportanceofvisualaesthetics; ProductWarrantiesisaguaranteethatassuresthebuyeris gettingwhattheypaidfororprovidesaremedyincaseofaproductfailure.Warrantiescanbeusedasacompetitivetool2.Howdolocal,international,andglobalproductsdiffer?Citeexamples.(8)LocalProductisonethathasachievedsuccessinasinglenationalmarketandrepresentsthelifebloodofdomesticcompanies.（Coca-cola,ginsengbeverageonlyinJapan）Internationalproductisofferedinseveralmarketsinaparticularregion(Euro-product,onlyineurozone)Globalproductmeetsthewantsandneedsofaglobalmarketandisofferedinallworldregions(personalstereos)7.Brieflydescribevariouscombinationsofproduct-communicationstrategiesavailabletoglobalmarketers.Whenisitappropriatetouseeach?(8)Product-communicationextension(dualextension)isastrategysellingthesameproductwiththesamepromotionalappealsusedindomesticallywhenpursuingopportunitiesoutsidethemarket.Itusedfrequentlywithindustrial(businesstobusiness)products.Product extension-communication adaptation strategy is a relatively low cost implementationbecausethephysicalproductisunchanged,andthemaincostsareassociatedwithmarketresearchandrevisingpromotionalappeals.ItusedfrequentlywhenconsumerconceptionsoutsidethehomemarketareverydifferentfromdomesticmarketProductadaptation-communicationextensionisanapproachtoglobalproductplanningisextend,withoutchange,thebasichome-marketcommunicationsstrategywhileadaptingtheproducttolocaluseorpreferenceconditions.ItusedfrequentlywhennaturalconditionsoutsidethehomemarketareverydifferentfromdomesticmarketProduct-communicationadaptation(dualadaptation)strategyisanapproachusedbothdifferentproductservesandadvertisingappealstoconsumerreceptivitywhencomparinganewgeographicmarkettothehomemarket,environmentalconditionsorconsumerpreferencesdiffer;第九章Whatarethebasicfactorsthataffectpriceinanymarket?Whatconsiderationsenterintothepricingdecision?(9)Inglobalmarketing,thetaskofsettingpricesiscomplicatedbyfluctuatingexchangerates.Currencyfluctuationscancreatesignificantproblemsandopportunitiesfortheclassicinternationalcompanythatexportsfromthehomecountry.Inflation,orapersistentupwardchangeinpricelevels,isaprobleminmanycountrymarkets.Itcanbecausedbyanincreaseinthemoneysupplyandcurrencydevaluation.Governmentalpoliciesandregulationsthataffectpricingdecisionsincludedumpingresalepricemaintenancelegislation,priceceilings,andgeneralreviewsofpricelevels.Pricingdecisionsareboundednotonlybycostandnatureofdemandbutalsobycompetitiveaction.CompetitiveBehavior:Ifcompetitorsdonotadjusttheirpricesinresponsetorisingcostsitisdifficulttoadjustyourpricetomaintainoperatingmargins;IfcompetitorsaremanufacturingorsourcingIalower-costcountry,itmaybenecessarytocutpricestostaycompetitiveTheglobalmarketerhasseveraloptionsforaddressingtheproblemofpriceescalationortheenvironmentalfactorsdescribedinthelastsection.Define the various types of pricing strategies and objectives available to marketers?(9)MarketSkimmingandFinancialObjectives:MarketSkimmingchargesapremiumpricemayoccurattheintroductionstageofproductlifecycl