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1、精选学习资料 - - - - - - - - - 国际市场营销1. concept analysis营销特点 ：Marketing is the activity of innovation Marketing is the process to satisfy the demand of consumers Marketing is the process of the management Marketing is the bridge between the society and enterprise Marketing is the unique activity for human
2、 beings 2.a global firms management 一个全球性公司的治理基本条件：1 Searches for market opportunities in the world, threats from competitors, sources of products, raw materials, and financing, personnel. In other words, it has global vision. 2Seeks to maintain a presence in the key market. 3Looks for similarities,
3、 not differences, among markets. This is because all of the marketing operation requires the companies to invest the resources and familiar markets can reduce the expenditures for the company and make the operation easier. 3.four forces to promote globalization全球化四大推动力气 1The development of the moder
4、n science and technology, especially advances in computer and communications technology permit an increasing flow of ideas and information across borders, enabling customers to learn about foreign goods. （2） The progressive reduction of barriers to investment and trade by most governments is hasteni
5、ng the opening of new markets by international firms that are both exporting to them and building production facilities for local manufacture. （3）There is a trend toward the unification and socialization of the global communities. 4More and more governments realize the most important mission for the
6、m is to promote the economic development and improve the domestic living standard and if they want to reach the goal they have to use foreign resources. Cooperation is the only way to achieve the target. 4.Bussiness Week surveyed these companies and found that they had the following characteristics：
7、（跨国公司的共同特点）Characteristics of the international companies. 1Products are often unique because of their technology, design, or cost. 2Sharply focused. Their goal is to be first or second globally in technology niche. 3Lean operations to save money and speed decision making. 4Open to ideas and technol
8、ogies from around the world. Many establish research laboratories in other countries. 5Using foreign to head operations and also fill senior positions at headquarters. 名师归纳总结 5.Differences between domestic marketing and international 第 1 页,共 8 页marketing国 内市场营销和国际营销之间的差异至少 5 个- - - - - - -精选学习资料 - -
9、 - - - - - - - Domestic marketing: 1Business is transacted in a single currency. 2Market segmentation occurs within a single country. 3Business laws and regulations are immediate and direct. 4Business is conducted in a single language. 5Business risk can usually be identified and assessed. Internati
10、onal marketing: 1Many currencies involved, with wide exchange rate fluctuations. 2Market segments might be defined across the consumers of the same type in many different countries. 3Foreign laws and regulations might not be clear. 4Multinational communication is required. 5Distribution and credit c
11、ontrol may be extremely complex 6. The external forces are commonly called uncontrollable forces and consist of the following.不行控因素 至少 5 个1Competitive-kinds and numbers of competitors , their locations ,and their activities . 2Distributive-national and international agencies available for distributi
12、ng goods and services. 3Economic-variablessuch as GNP, unit labor cost, and personal consumption expenditurethat influence a firm s ability to do business. 4Socioeconomic-characteristics and distribution of human population. 5Financial-variables such as interest rates, inflation rates, and taxation.
13、 6Legal-the many kinds of foreign and domestic laws by which international firms must operate. 7.it is very impossible for any company to make great business achievement if it does not take any international activities.This is because.假如不实行任何国际活动 商业成就；这是由于 .,那么任何公司都可能造就宏大的（1）The companies have to co
14、mply with the development trend of the wold economy. （2）The international market will provide important production factors for the companies. （ 3） To take the international marketing makes the companies break the trade barriers and expand the export. 8.The international market will provide important
15、 production factors for the companies,This is because.国际市场将为公司供应重要的生产要素 ,这是为什么？ （1）no country can provide all of the nature resources for its economic development. （2）the companies may lack enough capital and advanced technologies. 名师归纳总结 - - - - - - -第 2 页,共 8 页精选学习资料 - - - - - - - - - （3）the compa
16、nies can get more business information. 9.The two exceptions -Japan and the United States.日本和美国贸易方向 不一样产生的缘由 Japan and the United States is not the same as the direction of the trade. （1）why Japan sells more to developing nations than most developed nations do is that it has had an extensive distrib
17、ution system in these markets since the early 1980s （2）the country has no local sources of raw materials, it has used general trading companies to import many of the raw （3）American firms have significantly more subsidiaries in developing nations than Japanese companies do,these subsidiaries are cap
18、tive customers for their American owners （4）some buyers in Southeast Asian countries, remembering that Japan was an aggressor, prefer to buy from American firms 10.Who should be your major trading partners.挑选贸易伙伴标准）至少 3 个1Business climate in importing nation is relatively favorable. 2Export and impo
19、rt regulations are not insurmountable. 3There should be no strong cultural objections to buying that nations goods. 4Satisfactory transportation facilities have already been established. 11.Lots of the governments take various countermeasures to limit the world trade , because:限制贸易缘由 1They want to p
20、rotect their markets. 2They want to protect their employment. 3They want to protect their national industries. 4They want to limit the competitiveness of the foreign companies. 5They want to improve their financial revenue. 6They want to protect their environment and nature resources, etc. 12.Home g
21、overnment intervention自己国家政府的干预、限制 Embargo（禁运） While there s much debate as to whether embargoes accomplish their political goals,there s little doubt that they have a disastrous effect on exporters. Blockade running is rarely part of anyone s marketing plan and long-term risk is high.Some are ignor
22、ed after several years while others are stringently enforced for a long time. Note:Marketers must be aware of the political environment they work in and be prepared to calculate,as well as manage risk. 13.Decision making concern 进入国外市场所需要考虑的因素）至少名师归纳总结 - - - - - - -第 3 页,共 8 页精选学习资料 - - - - - - - -
23、- 5 个1Will I be able to get my price. 2If exporting, can letters of credit be secured. 3Can proper insurance be obtained in the target market. 4Is the target infrastructure capable of handling my product. 5Will the foreign government give us fair treatment. 6Can I control distribution. 7If I have to
24、 use local distributors, are they trustworthy. 14.Reasons for investing overseas 海外投资的缘由 至少 5 个1enter new markets 2new market creation 3faster-growing markets 4improved communications 5Downstream markets 6follow customers overseas 15.follow customers oversea 案例分析 （1）Service companies accounting, adv
25、ertising, marketing research, banks, law will establish foreign operations in markets where their principal customers are, to prevent competitors from gaining access to them. 16.Exporting 概念 Exporting means the sale in a foreign market of an item produced,stored or processed in the supplying firm s
26、home country,as opposed to the supplier being involved in foreign manufacture or processing of goods. 17.Indirect exporting 间接出口的概念 Indirect exporting, is also called inactive exporting, is simpler than direct exporting because it requires neither special expertise nor large cash outlays. Why many c
27、ompanies begin in this manner generally change to direct exporting. 间接出口劣 势的缘由 （1）they will pay a commission to the first three kinds of exporters （2）foreign business can be lost if exporters decide to change their sources of supply （3）firms gain little experience from these transactions 18.Advantag
28、es and disadvantages of joint venture 合资企业的优缺点 优点 :1 Less commitment of financial and managerial resources. 2Less risk 缺点 :1Profits must be shared. 2Lack of control over the joint venture. If the law allows the foreign investors to have no more 名师归纳总结 - - - - - - -第 4 页,共 8 页精选学习资料 - - - - - - - - -
29、 than a 49 percent participation, they may not have control. 19.Management contract（合同治理概念）The management contract is an arrangement under which a company provides managerial know-how in some or all functional areas to another party for a fee that ranges from 2 to 5 percents of sales. 20.licensing （
30、许可经营概念）By means of a licensing agreement,one firm the licensorwill grant to another firm the licensee the right to use any kind of expertise,such as manufacturing processes patented or unpatented, marketing procedures,and trademarks for one or more of the licensors products.21.Franchising （特许经营概念）Fr
31、anchising permits the franchisee to sell products or services under a highly publicized brand name and a well-proven set of procedures with a carefully developed and controlled marketing strategy 22,initial screening-basic need potential 第一次挑选 市场潜力及缘由 第一次挑选的内容：An initial screening based on the basic
32、 need potential is a logical first step,because if the need is lacking,no reasonable expenditure of effort and money will enable the firm to market its goods or services. 缘由 ：The basic need potential of certain goods is dependent on various physical forces,such as climate,topography,or natural resou
33、rces.If the firm produces air conditioners,the analyst will look for countries with warm climates.Manufacturers of large farm tractors would not consider Switzerland a likely prospect, because of its mountainous terrain, and only countries known to possess gold deposits would be potential customers
34、for gold-dredging equipment. 23.Impors dont completely measure market potential（进口不代表市场及缘由）A myriad of reasons is responsible , among those , a lack of foreign exchange , high price（duties and markups）, and political pressures. Moreover , import data indicates only that a country has been buying cer
35、tain products abroad and does not guarantee that it will continue to do so. Management knows that a competitor may decide to produce locally , which, in many markets, will cause imports to cease. 24.Market indicators Market size : Market size shows the relative size of each market as a percentage of
36、 the total world market. Market intensity: market intensity measures the degree of concentrated purchasing power the market represents when compared to the world intensity of 100. Market growth: market growth is a average of the percentage growth of the following indicators over the past five years:
37、 population ,steel consumption, electricity production , and ownership of cars , trucks ,buses , 名师归纳总结 - - - - - - -第 5 页,共 8 页精选学习资料 - - - - - - - - - and television sets. 25.Government-sponsored trade missions and trade fairs 为什么国内企业肯定要参 与国际代表团、展会等 Because of discounted air fares, hotels, and so
38、forth, the cost to the firm is less than what it would pay if it went on its own. Moreover, the impact of a group visit is greater than it is for an individual. Before a missions arrival, consulate or embassy officials publicize the visit and make contact with local companies they believe are intere
39、sted. State governments,trade associations, chambers of commerce, and other export-oriented organizations also organize trade missions. 26.The benefits from standardization of the marketing.标准化的好处表达在？In summary, the benefits from standardization of the marketing mix arelower costs, easier control an
40、d coordination from headquarters,and reduction of the time consumed in preparing the marketing plan 27.Total and physical product整体产品的概念与区分 ？Much of the confusion in the ongoing discussion about whether a global firm can have global products results from the discussants not clarifying whether they a
41、re referring to the total product, the physical product ,or the brand name. For example, Cocacola is always offered as an example of a global product, and it is true that the total product and the brand are global. However, the physical product is multinational ； its sweetness varies according to lo
42、cal tastes, even in the United States. 28.Type of product:Industrial products , consumer products , services 29.Economic forces 国家之间经济状况 /因素是如何影响国际产品的 （1）poor economies often signify poor infrastructure （2）the lack of a constant supply of electricity （3）market size influences the product mix 30.Conc
43、ept understanding：Promotion ,one of the basic elements of the marketing mix, is the communication that secures an understanding between a firm and its public. 31. 6 种 促 销 战 略 选 择 （ The following six strategies are most commonly used. 1 Same product-same message 2 Same product-different message 3 Pro
44、duct adaptation-same message 4 Product adaptation-message adaptation 5 Different product-same message 6 Different product for the same use-different message 名师归纳总结 32.Global and regional brands为什么要创建全球地区品牌？ 第 6 页,共 8 页- - - - - - -精选学习资料 - - - - - - - - - 1 cost is often the most cited reason 2 ther
45、e is a better chance of obtaining one regional source to do high-quality work than attempting to find sources in various countries that will work at the same high standard 3 some marketing managers prefer that their companies have a single image throughout a region 4 companies establish regionalized
46、 organizations where many functions 5 global and regional satellite and cable television are becoming available 33.挑选代理商理由 How to choose agencies 挑选国内 /国外各有什么样的例子？1Argument for using the domestic agencies: A.They are already familiar with the marketers product and image. B.They have an existing rela
47、tionship with management. C.They may be willing to discount their services in order to receive an opportunity to operate on the international front. D.They will be able to provide long-term cost saving since domestic and international efforts and staffing are combined. 2Argument against using the domestic agencies: A.They may have no experienc