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1、国际市场营销1. concept analysis(营销特点)：Marketing is the activity of innovationMarketing is the process to satisfy the demand of consumersMarketing is the process of the managementMarketing is the bridge between the society and enterpriseMarketing is the unique activity for human beings2. a global firms man
2、agement(一个全球性公司的管理基本条件)：(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. (2)Seeks to maintain a presence in the key market. (3)Looks for similarities, not differences, amo
3、ng 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(全球化四大推动力量)(1)The development of the modern science and tech
4、nology, 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 hastening the opening of n
5、ew 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. (4)More and more governments realize the most important mission for them is to promote t
6、he 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：（跨国公司的共同特点）Charact
7、eristics of the international companies.(1) Products are often unique because of their technology, design, or cost. (2) Sharply focused. Their goal is to be first or second globally in technology niche. (3) Lean operations to save money and speed decision making. (4) Open to ideas and technologies f
8、rom around the world. Many establish research laboratories in other countries.(5) Using foreign to head operations and also fill senior positions at headquarters. 5.Differences between domestic marketing and international marketing(国 内市场营销与国际营销之间的差异)至少5 个Domestic marketing: (1) Business is transacte
9、d in a single currency. (2) Market segmentation occurs within a single country. (3) Business laws and regulations are immediate and direct. (4) Business is conducted in a single language.(5) Business risk can usually be identified and assessed. International marketing: (1) Many currencies involved,
10、with wide exchange rate fluctuations. (2) Market segments might be defined across the consumers of the same type in many different countries. (3) Foreign laws and regulations might not be clear. (4) Multinational communication is required. (5) Distribution and credit control may be extremely complex
11、6. The external forces are commonly called uncontrollable forces and consist of the following.(不可控因素)至少5 个 (1) Competitive-kinds and numbers of competitors，their locations ,and their activities . (2)Distributive-national and international agencies available for distributing goods and services. (3)Ec
12、onomic-variables(such as GNP, unit labor cost, and personal consumption expenditure)that influence a firms ability to do business. (4) Socioeconomic-characteristics and distribution of human population. (5) Financial-variables such as interest rates, inflation rates, and taxation. (6) Legal-the many
13、 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?(如果不采取任何国际活动,那么任何公司都可能造就伟大的商业成就。这是因为?)（1）The companies have to comply with the de
14、velopment 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 production factors
15、for the companies,This is because?(国际市场将为公司提供重要的生产要素,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.（3）the companies can get more business information.9. The two exceptions -Japan and the Un
16、ited States.(日本与美国贸易方向 不一样产生的原因 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 distribution system in these markets since the early 1980s（2）the country has no loc
17、al 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 captive customers for their American owners（4）some buyers in Southeast Asian coun
18、tries, remembering that Japan was an aggressor, prefer to buy from American firms10. Who should be your major trading partners?(选择贸易伙伴标准）至少3 个 (1) Business climate in importing nation is relatively favorable. (2) Export and import regulations are not insurmountable. (3) There should be no strong cul
19、tural objections to buying that nations goods. (4) Satisfactory transportation facilities have already been established. 11. Lots of the governments take various countermeasures to limit the world trade , because:(限制贸易原因) (1) They want to protect their markets. (2) They want to protect their employm
20、ent. (3) They want to protect their national industries.(4)They want to limit the competitiveness of the foreign companies. (5) They want to improve their financial revenue. (6) They want to protect their environment and nature resources, etc. 12. Home government intervention(自己国家政府的干预、限制)Embargo（禁运
21、） While theres much debate as to whether embargoes accomplish their political goals,theres little doubt that they have a disastrous effect on exporters. Blockade running is rarely part of anyones marketing plan and long-term risk is high.Some are ignored after several years while others are stringen
22、tly 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5个 (1)Will I be able to get my price?(2)If exporting, can letters of credit be secured? (3) Can prope
23、r insurance be obtained in the target market? (4) Is the target infrastructure capable of handling my product? (5) Will the foreign government give us fair treatment? (6) Can I control distribution? (7)If I have to use local distributors, are they trustworthy?14. Reasons for investing overseas (海外投资
24、的原因) 至少5 个(1) enter new markets(2) new market creation(3) faster-growing markets(4) improved communications(5) Downstream markets(6) follow customers overseas15.follow customers oversea (案例分析)（1）Service companies (accounting, advertising, marketing research, banks, law) will establish foreign operat
25、ions 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 firms home country,as opposed to the supplier being involved in foreign man
26、ufacture 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 companies begin in this manner generally change to direct exporting?
27、(间接出口劣势的原因)（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.Advantages and disadvantages of joint venture (合资企业的优缺点) 优点:(1) Less commitme
28、nt of financial and managerial resources. (2)Less risk 缺点:(1)Profits must be shared. (2)Lack of control over the joint venture. If the law allows the foreign investors to have no more than a 49 percent participation, they may not have control. 19.Management contract（合同管理概念） The management contract i
29、s 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 （许可经营概念） By means of a licensing agreement,one firm (the licensor)will grant to another firm (the licensee) the right
30、 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） Franchising permits the franchisee to sell products or services under a highly publicized brand name and a wel
31、l-proven set of procedures with a carefully developed and controlled marketing strategy22,initial screening-basic need potential 第一次筛选市场潜力及原因 第一次筛选的内容：An initial screening based on the basic need potential is a logical first step,because if the need is lacking,no reasonable expenditure of effort and
32、 money will enable the firm to market its goods or services. 原因：The basic need potential of certain goods is dependent on various physical forces,such as climate,topography,or natural resources.If the firm produces air conditioners,the analyst will look for countries with warm climates.Manufacturers
33、 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 for gold-dredging equipment. 23.Impors dont completely measure market potential（进口不代表市场及原因） A myriad of reasons
34、 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 certain products abroad and does not guarantee that it will continue to do so. Management knows that a competitor
35、 may decide to produce locally , which, in many markets, will cause imports to cease. 24.Market indicatorsMarket size: Market size shows the relative size of each market as a percentage of the total world market. Market intensity: market intensity measures the degree of concentrated purchasing power
36、 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: population ,steel consumption, electricity production , and ownership of cars , trucks ,buses , and television
37、sets. 25.Government-sponsored trade missions and trade fairs (为什么国内企业一定要参 及国际代表团、展会等) Because of discounted air fares, hotels, and so 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. Befor
38、e a missions arrival, consulate or embassy officials publicize the visit and make contact with local companies they believe are interested. State governments,trade associations, chambers of commerce, and other export-oriented organizations also organize trade missions. 26.The benefits from standardi
39、zation of the marketing?标准化的好处体现在？ In summary, the benefits from standardization of the marketing mix arelower costs, easier control and coordination from headquarters,and reduction of the time consumed in preparing the marketing plan 27.Total and physical product(整体产品的概念及区别)？ Much of the confusion
40、in the ongoing discussion about whether a global firm can have global products results from the discussants not clarifying whether they are 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 tr
41、ue that the total product and the brand are global. However, the physical product is multinational; its sweetness varies according to local tastes, even in the United States. 28.Type of product:Industrial products , consumer products , services29.Economic forces (国家之间经济状况/因素是如何影响国际产品的)（1）poor econom
42、ies often signify poor infrastructure（2）the lack of a constant supply of electricity（3）market size influences the product mix30.Concept 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
43、选择（The following six strategies are most commonly used.) (1) Same product-same message (2) Same product-different message (3) Product adaptation-same message (4) Product adaptation-message adaptation (5) Different product-same message (6) Different product for the same use-different message32.Global
44、 and regional brands(为什么要创建全球地区品牌？)(1) cost is often the most cited reason (2) there 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
45、companies have a single image throughout a region(4) companies establish regionalized organizations where many functions(5) global and regional satellite and cable television are becoming available33.选择代理商理由(How to choose agencies) 选择国内/国外各有什么样的例子？(1) Argument for using the domestic agencies: A. The
46、y are already familiar with the marketers product and image. B.They have an existing relationship 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 dom
47、estic and international efforts and staffing are combined.(2)Argument against using the domestic agencies:A. They may have no experience with consumer habits in the target market.B. They may lack the cultural and linguistic skills necessary to reach the new market segment.C. They may lack the media
48、connections needed to get the best prices.D. They may be unfamiliar with local laws and politics regarding foreign companies.(3)Arguments for using the local agencies:A. They may have strong local political connections and knowledge.B. They are intimately familiar with the consumer habits of the targeted segments.C. They share the cultural and linguistic background of the targeted segments.D. They can offer additional input about local standards for product adaptation.E. They currently operate with all of the necess