全球营销管理复习资料

名词解释

1.Positioning：Itisthelocationofyourproductinthemindofyourcustomer.p202

2.Psychographicsegmentation:Itisgroupingpeopleintermoftheirattitudes,valuesand

lifestyle.p195

3.Internationalproduct:productsareofferedinmultinational,regionalmarkets.p334

4.Dumping:Asthesaleofanimportedproductatapricelowerthanthatnormallycharged

inadomesticmarketorcountryoforigin.P371

Sellingproductsinaforeigncountryatlowerpricesthanthosechargedintheproducingcountry

5.Ethnocentricorientation:Homecountryissuperior;seessimilaritiesinforeigncountries.p12

6.Geographicsegmentation:isdividingtheworldintogeographicsubsets.p192

7.Transferpricing:referstothepricingofgoodsandservicesboughtandsoldbyoperating

unitsordivisionsofasinglecompany.p373

8.Marketallocation:reliesonconsumerstoallocateresources.P33

9.Nationalproducts：Productsareofferedinasinglenationalmarket.p333

10.Self-referencecriterion:theunconsciousreferencetoone’sownculturalvalues.P79

11.Polycentricorientation:Viewseachhostcountryisunique;seesdifferencesin

foreigncountries.p12

12.Geocentricorientation:worldview;seessimilaritiesanddifferencesinhomeand

hostcountries.P13

IV.简答题

1.Identifysomeoftheenvironmentalinfluencesonglobalpricingdecisions.P359

Globalmarketersmustdealwithanumberofenvironmentalconsiderationswhenmakingpricingdecisions.Amongthesearecurrencyfluctuations,inflation,governmentcontrolsandsubsidies,competitivebehavior,andmarketdemand.

Someofthesefactorsworkinconjunctionwithothers;forexample,inflationmaybeaccompaniedbygovernmentcontrols.

2.Brieflydescribevariouscombinationsofproduct/communicationstrategiesavailabletoglobalmarketers.Whenisitappropriatetouseeach?P346

Strategy1:product/communicationextension.isastrategysellingthesameproductwiththesamepromotionalappealsusedindomesticallywhenpursuingopportunitiesoutsidethehomemarket.itusedfrequentlywithindustrial(businesstobusiness)products

Strategy2:productextension,communicationsadaptationisarelativelylowcostofimplementationbecausethephysicalproductisunchanged,andthemaincostsareassociatedwithmarketresearchandrevisingpromotionalappeals.Itusedwhenaproductfillsadifferentneed,appealstodifferentsegment,orservesadifferentfunctionunderconditionsofusethatarethesameorsimilartothoseinthedomesticmarket

Strategy3:productadaptation,communicationextensionisanapproachtoglobalproductplanningistoextend,withoutchange,thebasichome-marketcommunicationsstrategywhileadaptingtheproducttolocaluseorpreferenceconditions,

Strategy4:dualadaptationisanapproachusedboththedifferentproductservesandadvertisingappealstoconsumerreceptivitywhencomparinganewgeographicmarkettothemarket,environmentalconditionsorconsumerpreferencesdiffer.

Strategy5:productinvention.Itusedwhenpotentialcustomershavelimitedpurchasingpower.

3、whatisthedifferencebetweenlow–contextcultureandahigh-contextculture?Giveanexampleofacountrythatisanexampleofeachtype,andprovideevidenceforyouranswer.howdoesthisapplytomarketing.p73

Inalow-contextculture,messageareexplicit;wordscarrymostoftheinformationincommunication.

Inahigh-contextculture,lessinformationiscontainedintheverbalpartofamessage.Muchmoreinformationresidesinthecontextofcommunication,includingthebackground,associations,andbasicvaluesofthecommunicators.

Ingeneral,high-contextculturesfunctionwithmuchlesslegalpaperworkthanisdeemedessentialinlow-contextcultures.

Inahigh-contextculture,aperson’swordishisorherbond.Thereislessneedtoanticipatecontingenciesandprovideforexternallegalsanctionsbecausethecultureemphasizesobligationsandtrustasimportantvalues.

Japanisahigh-contextculture，placeagreatdealofemphasisonaperson’svaluesandpositionorplaceinsociety.InJapan,abusinessloanismorelikelytobebasedonwhoyouarethanonformalanalysisofproformafinancialdocuments.

TheUnitedStatesisalow-contextculture;dealsaremadewithmuchlessinformationaboutthecharacter,backgroundandvaluesoftheparticipants.Muchmorerelianceisplacedonthewordsandnumbersintheloanapplication.

4.Howcanbuyerattitudesaboutaproduct’scountryoforiginaffectmarketingstrategy?P344

Oneofthefactsoflifeinglobalmarketingistheexistenceofstereotypedattitudestowardforeignproducts.

Stereotypedattitudesmayeitherfavororhinderthemarketer’sefforts.Onthepositiveside,asonemarketingexpertpointout“Germanissynonymouswithqualityengineering,Italianissynonymouswithstyle,andFrenchissynonymouswithchic.” However,nocountryhasamonopolyonafavorableforeignreputationforitsproductsorauniversallyinferior低劣reputation.Similarly,individualcitizensinagivencountryarelikelytodifferintermsofboththeimportancetheyascribetoaproduct’scountryoforiginandtheirperceptionsofdifferentcountries.

Thereputationofaparticularcountrymayvaryaroundtheworld;aparticularcountry’sreputationcanchangeovertime.

Countryimageisnotuniform.

Countrystereotypingcanpresentaconsiderabledisadvantagetoacompetitorinagivenmarket.Becauseofthis,globalmarketersshouldconsidershiftingproductionlocationstoexploitcountry-specificadvantages.

Ifacountry’smanufacturersproducequalityproductsthatarenonethelessperceivedasbeingoflowquality,therearetwoalternatives.

Oneistoattempttohideordisguisetheforeignoriginoftheproduct.Package,label,anddesigncanminimizeevidenceofforeignsourcing.Abrandpolicyofusinglocalnameswillcontributetoadomesticidentity.

Theotheralternativeistocontinuetheforeignidentification