《国际市场营销考试范围.doc》由会员分享，可在线阅读，更多相关《国际市场营销考试范围.doc（9页珍藏版）》请在taowenge.com淘文阁网|工程机械CAD图纸|机械工程制图|CAD装配图下载|SolidWorks_CaTia_CAD_UG_PROE_设计图分享下载上搜索。
1、单选（英）、填空（英）、简答（汉or英best）Week11Definition of MarketingMarketing is a total system of business activities designed to provide:products or servicespricepromotedistribute to target marketsto achieve organisational objectives2Global MarketingRefers to marketing activities coordinated and integrated acros
2、s multiple country markets.Standardized products,uniform packing,identical brand names.No. of countries:10-50 3International MarketingAn older term encompassing all marketing efforts in foreign countries, whether coordinated or not, involving recognition of environmental differences and foreign trad
3、e analysis4Multi-Domestic Marketn Product markets in which local consumers have preferences and functional requirements which differ widely from one another;n Reflects underlying religious,cultural,social factors. Drink ,food,taste.5Globalisation DriversMarket: n common customer needs, global custom
4、ers, global channels, transferable marketing, leading marketsCompetitive:n common competitors using global strategiesCost: n scale economies, scope economies, sourcing advantages, avoidance of duplicationGovernment:n favourable trade policies, acceptance of foreign investment, compatible technical s
5、tandards, common marketing regulations6Global Marketing Objectivesn Pressuring Competitorsn Increasing the competitive pressure in a competitors stronghold market n might help divert the competitors attention from other marketsn Diversifying Marketsn By adding new countries and markets to the compan
6、y portfolion the firms dependence on any one market will be lessenedn Learning How to do Business Abroadn This is an important spillover effect from marketing in a foreign countryWeek21.CSA&FSA（CSA）Country specific advantagesThe advantages to the firm because of the country it is from or where it pr
7、oduces. As cost advantage in low cost country （FSA）Firm specific advantagesThe advantages to the firm that can not be duplicated by others. As Vokswagens brand.2.Country-of-origin effects1. Refers to the impact on customers of the made-in label. Products from countries with positive image tend to be
8、 favorably evaluated From less positively perceived countries tend to be downgraded. As buy Japanese car, not necessarily a Nissan or Toyoda 2. The made-in labels has been widened. Sony label as a sign of insurance that the product will function as a “real” Sony.3. Country of origin effects differ b
9、y product category In apparel,less effect Medical equipment,electronics,wine,still counts for a great deal.4. Whether a country produces at widely different quality level German, Japan, Sweden5. Vary across markets American brand may be advantage in Asia but may not in Europe3.FSA in the Value Chain
10、Suggests that the firms activities in transforming raw materials and other inputs to final goods can be viewed as a collection of complementary & sequential tasks,each adding value to the product.Componentsassemblymarketing，salesretailingWeek31.CultureA set of Rules or Standards shared by members of
11、 a society, which when acted upon by the members, produce Behaviour that falls within a range of variation the members consider Proper and Acceptable2.High versus Low Context Cultures High Context Culturesn The meaning of individual behavior and speech changes depending on the situation or contextn
12、Nonverbal messages are full of important and intended meaningsn When words are spoken “reading between the lines” is importantn High context cultures can be found in most of the European countries, some of Latin American countries, and in Japan and many of the newly industrializing Asian countries L
13、ow Context Culturesn Intentions are expressed verballyn A persons meaning should be explicit not taken for grantedn Propositions have to be justified and opinions defended openlyn Low context cultures can be found in the U.S., India, Russia, Australia and New Zealand3.Culture and how to do businessC
14、ulture differences affect the applicability of managers skillsPepsi-Cola entered Japan,select a young executiveCoca-Cola gained market with help of Japanese leaders (6 steps of a sequence)1.culture defines behaviors2.people learn to act3.people become skilled4.Behavior in firms reflects behaviors in
15、 society 5.Good managers tend to be good at acceptable behavior6.successes & failures generate managerial experience4.Culture & Negotiations Know whom you are dealing with Know what they hear Know what to say1.Nontask sounding small talk,know each other 2.Task-related exchange of information 3.Persu
16、asion 4.concession and agreementWeek41.What does market research involve2.Environmental Research Affects customer choice Big furniture V.S. small home Electric toothbrush V.S. electricity Big people V.S. Small cars Thus,the most valuable market research centers on basic environment factors determina
17、nts of consumption and buying behaviors. The method can be unconventional US Department of Commerce in ThailandThe presence of building=market potential Four market research purposes i. Physical Environment Climate,air conditioning,furs ii. Socio-cultural Environment Direct contact (language compete
18、ncy), Matsushita refrigerator iii. Economics Environment Much more than income data(refrigerator in China,TV in Mexico City,Eastern European) iv. Regulatory Environment IKEA in GermanyEntry Evaluation Procedure Stage 1-Country Identification statistical data:income,population. Indonesia 178 million
19、Malaysia 17 million Germany 80 million Austria 8 million Stage 2-Preliminary Screening Rating the identified countries on macro-level indicators Political stability,geographic distance,economics development. Stage 3-In-Depth Screening market potential,actual market size,market growth rate,strengths
20、& weakness of competition,entry barriers,in country segmentation. Stage 4-Final Selection match the company objectives with the candidate3.Forecasting Country Sales A Basic Equation Sales=Industry sales * Market share The build up Method Sales are estimated on the basis of separate estimates from in
21、dividuals knowledgeable about certain segments of the market. Sales=Segment A+ Segment B+ Segment C Forecasting by Analogy Sales in one lagging country will show similarities to sales in another leading country. The stage of growth curve need to be identified. TV in US,UK & Germany Time Series Extra
22、polation Refers a time series of data observed over some periods in the past is extended into future. A.data are available B.past events relevant for futureWeek5Week61.Licensing特点l Avoidance of tariffsl No need for market research & knowledgel A form of technology transferl Risk -share the competiti
23、ve advantage2.Franchising,characterisitics特点l Standardized product line the same product Big Mac rulel Standardized customers service even smiles are obligatoryl Careful & continuous quality control McDonalds in Paris unclean servicel Global Management Systems & labor-intensive monitoring3.Types of
24、Alliancesl Distribution Alliances Skyteam,Star Alliancel Manufacturing Alliances Nissan & Renault,Saab & GMl R&D Alliances Standardl Joint VenturesWeek71.Consumer Surveys Surveys of relatively large(n=500 or above) random samples drawn from a sampling frame. Purposessegmentation and positioning,conc
25、ept testing,customer satisfaction,product evaluation Waysby mail,phone,in person Be affected by cultural aspects tell it like it is.(price survey case) high or low context culture open-ended questions are left blank attitude of the respondents Useful skill2.Observational Studies Direct observation o
26、f customers buying and using existing product. Best selling products & those that dont so well Kind of sense Japanese company the way drivers enter the car,door design(in Los Angeles),coffee cup holderweek81. Market Segmentation Important feature: the need for segmentation. Market Segmentation：refer
27、s to the aggregating of prospective buyers into groups (segments) that have common needs and will respond similarly to a marketing action. Opportunity and headache The foreign entrant has to spot these niches Stereotypical descriptions will be misleading 2.Product Positioning The creation of a parti
28、cular place in the prospects mind. In mature market, to provide “something special” TechniqueMercedes,Saab,Nissan Brandcountry of origin DesignShiseido,Swatch Costlow-wage HK附注： Market Segmentation Core middle class is developed People who have a degree of economic independence, but not a great deal
29、 of social influence or power. (merchants and professionals, bureaucrats, and some farmers and skilled workers) Variety & willing & able to pay Needs Wants Product Positioning Attention to brand names Not gulliblefoods,household appliances Neocolonialattitude to domestic productsWeek111.The most com
30、mon bases for segmentationn Economicsn Demographics(age,family structure ) consumption leveln Ethnicity (Korean people in Beijing)n Peer groups (Nike, Levis, British Airways)buying choice between brandsn Benefits (Bodyshop)2.Two-stage global segmentationn 1.Macro-segmentation stage Countries are sim
31、ilar general characteristics. a. Screen out countries do not present market opportunities b. Useful for firms with multiple product linesn 2.Micro-segmentation stage Collect data to analysis size & sales potential for each group; Find the best ways to reach & communicate to each segments beer market
32、 heavy user(3 beers a day); proportion vary countriesno need to coordinate strategy ; way to reachsponsorship; which sports are popular varies- no need week121.Localization vs. Adaptation Most standardized product usually requires some local changes Localization:refers to the changes required for a
33、product or service to function in a new country. telephone jack Adaptation:refers to the changes are made to match customer tastes or preferences. fax machine with lighter handset in Italy Localization avoid having consumer reject the product;Adaptation gives customers a positive reason for choosing
34、 it. Localization is a positive for all potential customer in the country;Adaptation aims to target some special segment. Localization is necessary for consumers to even consider the product;Adaptation tries to make them prefer it over other choices. Week131.Experience Curve Pricingn Experience curv
35、e shows how unit costs go down as successively more units are produced.n Learning by doing The employees developed skills & capabilities that translate into low costs Low introductory price in new market Raise or not depend on the correctness Many Japanese firms use2.Systems Pricingn Systems selling
36、 refers to that not only selling physical product or offering a single service but also providing the buyer with a complete package. Nixdorf, information system for banksn How to price a system selling?3.Parallel importn Parallel import occurs that an unauthorized importer purchases the goods abroad
37、 and imports them for resale in the importing country without the permission of the owner of intellectual property right. n Gray Traden Live in France,bought car from elsewhere in Europen Save 23% on a Citroenn Save 19% on a Peugeotn Save 33% on a Jetta Four Approachesn Economic Controlsn Centraliza
38、tionn Formalizationn Informal CoordinationWeek15Promotion：advertising、instore promotions、personal selling。1.Advertising Any paid form of non-personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor.
39、 Advertising is paid communication through a non-personal medium in which the sponsor is identified and the message is controlled.2.What Does Global AD Involve?1.Strategy product appeal should be the same,brand2.Organization central control,ad agency expansion abroad3.Media global media in 2 ways:cr
40、ossing borders,following traveling customers4.Message & creative 3 levels3.The Budgeting for Global Advertising Percentage-of sales setting a certain % of last years sales as the next years budget Competitive Parity Budget set on the basis of what competitors spend Coca & Pepsi,Sony & Matsushita Obj
41、ective-task method Objectives are first made quantified,then media spending. Week16分销渠道t 分销渠道是指“企业部和外部代理商和经销商(批发和零售)的组织结构，通过这些组织，商品(产品或劳务)才得以上市行销。”Distribution Channelt Distribution channel - a way of selling a companys product either directly or via distributors; t Possible distribution channels ar
42、e wholesalers or small retailers or retail chains or direct mailers or your own stores.Why Critical?t The gateway ,face of the exporters firmt Difficult to changecontractual obligationst 运送枪支弹药、补充粮草的“生命线”； 联系企业与市场的“桥梁”； 产品通往市场的“脚”； 企业吐故纳新的通道；宁可累死在路上，也不能闲死在家里！宁可去碰壁，也不能面壁。是狼就要练好牙，是羊就要练好腿。什么是奋斗？奋斗就是每天很难，可一年一年却越来越容易。不奋斗就是每天都很容易，可一年一年越来越难。能干的人，不在情绪上计较，只在做事上认真；无能的人！不在做事上认真，只在情绪上计较。拼一个春夏秋冬！赢一个无悔人生！早安！献给所有努力的人.