(完整版)国际营销简答题

4’*5=20分1.Whatarethestagesoflifecycleofprodut?Provideashortdescriptionforeachofthem.Chapter1P41.productevelopment:development&research(D&R)costsmount2.Pre-introduction:marketingplanningisinvlvd,especiallyprootioncostsmount3.in--distribution/pricestrategyAninitiallowpricingpolcytogetnothemarket,tuhihltecompetition,pricemaybehighiitiallytorecoupdevelopmentcosts.Selectionofadistributionmodeltogetheproductontothemarket.4.h--salesrevenuesoutnumbercostsThegrowthstageistypicallycharacterizedbyastronggrowthinsalesandprofts.maturity成熟-competitionisgettingfierce,andprofitsleveloff.Thisisprobablytemostcompetitivetimeformostproductsandbusinessesneedtoinvestiselyinanymarketingtheyundertake.6.decline-sales/prices/profitsdrop;consumersareseekingfornewproductsEventually,themarketforaproductwillstartoshrink.2.WhatdifficultiesdidWal-Martencounter遇到whenittriedtoexpandChinesemarket,andhowdidWal-Martsolvestheseproblemsaccordingwhatyouhavelearnedinthissemester?Chapter3P50RegionalismWal-Marthavedifficultininterprovincialtransportationanddistributionoftheproductstheycover.HowWal-Martencouragessupplersthatsellnationwidetosethedistrubutioncenterandoffersback-aulservicesfromtheirlocalmarketplaces.usedistributioncentresandback-haultrucks.NontariffTradeBarrier:governmenteffortstokeepChineseproductson,andimportedproductsoffshelves.How:Chinesecustomersarestillnterestedintryingnew,importedgoods.FinancialMatters:Regionalfragmentationoffinanceregulation,taxlaws,andotherinstitutionhaseffectonthepaymentsideofthesupplychain.How:Wal-MarthasworkedwiththeChieegovernmenttosetupaholdingcompanyoconsoliatejintventureistrbutionandinance.InefficientLTLPrivate,NationwideParcelDelivery:Thechoiceofserviceprovidersislimited,andtracking,pickup,anddeliveryareunrelable.How:Chnsestate-ownedtransortfrsadforeignfreightorpaclcompanieshavercentlybeenestablished.3.Listatleastfiveinternationalmarketentrystrategies,andprovideashortdescriptionforeachofthem.Chapter2P37Exporting：Sellproducts/goods/visiblecommoditiestothebuyersfromdomesticmarketstooverseamarketsAgencAglobalcompanygrantsanorganization(calledasanagent)tosellitsproductsFrFranchisingisthepracticeoftherighttouseafim'ssuccessfulbusinessmodelandbrandforaprescribedperiodoftime.Forthefranchiser,thefranchiseisanalternativetobuilding"chainstores"todistributegoodsthatvoidstheinvestmentsandliabiliyofachain.ContractManufacturing:Acontractmanufacturer(")isartshamrsr.tsaformofoutsourcing.ManagetcoAmanagementcontractisanarngmetunderwhichoperationalcontrolofanenterpriseisvestedbycontractinaseparateenterprisethatperformsthenecessarymanagerialfunctionsinreturnforafee.Original Equipment Manufacture (0EM):Original equipmentmanufacturer(OEM)isatermusedwhenonecompanymakesapartorsubsystemthatsusedinnothercompany'sendproduct.FDI4.Makeacomparisonamongabsolutequota(绝对配额）/tariff-ratequotas(关税配额）/voluntaryexportrestraints(VERs自愿出口限制）absolutequota:Toimposeamaximumamountonthequantityoramountofimportsofcertaincommoditiesforaspecifiedperiodoftime.tariff-ratequotas:Thegcountrysetsaquantitativeliitonthequantityofimportedgoods,andappliesahigherorgeneraltaxratetothegoodsimportedafterexceedingthelimitVoluntaryexportrestriction:isanactionunilaterallytakenandimplementedbytheexprtigcounry.Itiscald"voluntary"andmsthateexportingcountryhstheformalrighttocancelormodifytherestrictivemeasurs.5.Whydomarketeerswanttoexpandoverseasmarkets,carryinganestablishedproduct?Chapter7P122Saturation:thehmemarkethaspeakedandisnowsaturatdwithyourproduct.Declininginterest：Foreigndemand：receivinganunsolicieddemandfromaoreignbuyer.Shareenlargement:flushwithcashorenergizedwithcuriosity,theywishtoincreasetheirsalesbyincreasingtheirexposure.CompetitionExchangevalue:thevalueofnationalcurrenciescanfluctuatewildly,oftenwithdeletriouseffecsondomesticcompanies.whenproductioncostiseanddomesticbuyingpowerdeclines,themarketeerhavenochoicebuttolookoffhoreforcusomers.Preproductionpenetration:priortosettingupfullscaleoffshoreproduction,acompanywillselltothetargetedmarketasawayoftestingdemand,observingpriceelasticit,oreducatingthepopulationaboutaproduct.Governmentrequest:manydevelopingcountriesfinanetergrowththroughexports,sincedomesticbuyingpowerislimited.6.Internetresearchisbecomingwidespreadnowadays.Canyouillustratethebenefitsandshortcomingsofinternetresearch?Benefit:eed,immediacy,andacompletedisregardforphysicaldistance.1.focusedandpurposeful(sonotrecreationalbrowsing),2.usesinternetinformationorinternet-basedresources3.tendstowardstheimmediate(drawinganswersfrominformationyoucanaccesswithoutdelay)4.tendstoaccessinformationwithoutapurchaseprie.shortcomings1.unrecognizedbias,2.difficultiesnverifyingawriter'scredentials3.notbethemostsuitableesourcestoansweraparticularquestion1.Advertisingcampaign广告营销Aplannedsetfadvertingmessagesepeatedinaarietyofedia.2.Commodity商品Anyarticleexchangedduringtrade.Morecommonly,it’susedtorefertorawmaterials.3.Consumerproducts消费品Goodspurchasedbyindividualsorhouseholdsfortheirpersonaluse,sopposedoproductspurchasedbybusinesses.4.Createdmarket新创市场Amarketwhereaproductisplcedonfferwithnopreviousdemand.5.Distributor分销商Acompanythatundertakestopurchaseproductsfromthemanufacturerforresaleinagivenmarket.6.Dumping倾销Theexportofgoodstoamarketforsaleatapricebelowactualproductioncostinanefforttogainmarketshare.7.Exchangerisk外汇风险Theriskassociatedwiththepotentialforachangeinthemarketvalueofcurrenciesthatoccursbetweenthetimeaninternationalcontractisagreeduponandwhenpaymentisactuallymade.8.Expropriation征用Theforcibletakeoverbyalocalgovernmentofaforeignbusinessoperatingwithinisborders.Theeizuregeneralyhappenswithoutpayment.9.Foundmarket新发现市场Amarketwhereinconsumerdemandinitiatesthedevelopmentofgoodsorservicesomeetthatdemand.10.Hardcurrency硬通货Nationalcurrenciesthatholdaninternationallystablevaleovernextendedperiodandhavereateasefexchange.11.Marketingmax营销组合Thecombinationofthemarketingelementsofproduct,price,placeandpromotiontogeneratethesaleofgoodsorservices.12.Marketresearch市场调研Theobjectiveandsystematicprocessoflocatingandanalyzinginformationformakingdecisionsaboutaspecificmarketorproduct.13.Nichemarketing利基营销Marketingstrategyinwhichacompanyfocusesitsentireeffortonasmall,specializedsegmentofalargermarket.14.On-the-ground实地考察Researchorinformationacquiredintheactualmarketthat’sthesubjectoftheresearch.15.Penetra