全球营销管理复习资料.docx

全球营销管理复习资料.docx

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全球营销管理复习资料

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:

productsareofferedin

multinational,regionalmarkets.p334

4.Dumping:

Asthesaleofanimportedproductatapricelowerthanthatnormallycharged

inadomesticmarketorcountryoforigin.P371Sellingproductsinaforeigncountryatlower

pricesthanthosechargedintheproducingcountry

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:

Viewseachhost

countryisunique;seesdifferencesinforeigncountries.p12

12.Geocentricorientation:

worldview;seessimilaritiesanddifferencesinhomeand

hostcountries.P13IV.简答题

1.Identifysomeoftheenvironmentalinfluencesonglobalpricingdecisions.P359Globalmarketersmustdealwithanumberofenvironmentalconsiderationswhenmakingpricingdecisions.Amongthesearecurrencyfluctuations,inflation,governmentcontrolsandsubsidies,competitivebehavior,andmarketdemand.

Someofthesefactorsworkinconjunctionwith

others;forexample,inflationmaybeaccompaniedbygovernmentcontrols.

2.Brieflydescribevariouscombinationsofproduct/communicationstrategiesavailabletoglobalmarketers.Whenisitappropriatetouseeach?

P346

Strategy1:

product/communication

extension.isastrategysellingthesameproductwiththesamepromotionalappealsusedindomesticallywhenpursuingopportunitiesoutsidethehomemarket.itusedfrequentlywithindustrial（businesstobusiness）productsStrategy2:

productextension,communicationsadaptationisarelativelylowcostofimplementationbecausethephysicalproductisunchanged,andthemaincostsareassociatedwithmarketresearchandrevisingpromotionalappeals.Itusedwhenaproductfillsadifferentneed,appealstodifferentsegment,orservesadifferentfunctionunderconditionsofusethatarethesameorsimilartothoseinthedomesticmarket

Strategy3:

productadaptation,communicationextensionisanapproachtoglobalproductplanningistoextend,withoutchange,thebasichome-marketcommunicationsstrategywhileadaptingtheproducttolocaluseorpreferenceconditions,

Strategy4:

dualadaptationisanapproachusedboththedifferentproductservesandadvertisingappealstoconsumerreceptivitywhencomparinganewgeographicmarkettothemarket,environmentalconditionsorconsumerpreferencesdiffer.

Strategy5:

productinvention.Itusedwhenpotentialcustomershavelimitedpurchasingpower.

3.Whatisatransferprice?

Whatarethree

methodsfordeterminingtransferprices?

P373Referstothepricingofgoodsandservicesboughtandsoldbyoperatingunitsordivisionsofasinglecompany.

Thethreemethodsarecost-basedtransfer

pricing,market-basedtransferpricingandnegotiatedprices.

4.Explainthedifferencesamongstandardizedmarketing,concentratedmarketinganddifferentiatedmarketing.P201

Standardizedmarketingisanalogoustomass

marketinginasinglecountry.Itinvolves

creatingthesamemarketingmixforabroad

marketofpotentialbuyers.Sendingthesame

promotionalmessagetoeveryone

Concentratedmarketinginvolvesdevisinga

marketingmixtoreachasinglesegmentof

globalmarket.designingapromotional

messagethatcommunicatesthebenefitsdesired

byasinglesegment.

Differentiatedmarketingisavariationofconcentratedglobalmarketing.itentailstargetingtwoormoredistinctmarketsegmentswithdifferentmarketingmixes.Thisstrategyallowsacompanytoachievewidermarket

coverage.Designingmorethanone

promotionalmessage,witheachcommunicatingdifferentbenefits.

5.Whatisthedifferencebetweenaproductandabrand?

p334

Thebrandortradenameistheproprietaryidentificationfromthemanufacturer.Itissubjecttotrademarkinglaws（itmustnot

infringeonexistingtrademarkednames）andhealthauthorityregulationsifitisacosmetic,food,drug,ormedicaldevice（mustnotconfuseormisleadtheconsumer）.

Theproductnameor"statementofidentity"isthebasicdefinitionofthegoods（fromwhichfairvaluecomparisonmaybemadebytheconsumer）.Thebrand/tradenameandstatementofidentitymustbedirectlyadjacenteachotheronthefrontpanelofthelabel.

6.Whatispositioning?

Whatisthedifferencebetweenhigh-techpositioningandhigh-touchpositioning?

P204

Itisthelocationofyourproductinthemindofyourcustomer。

High-techPositioningstrategyforproductswhicharepurchasedonconcreteproductfeatures

Buyertypicallyalreadypossessesorwishestoacquireconsiderabletechnicalinformation.High-touchpositioningemphasisliesmoreontheproduct’image;sspecializedinformationappearsofminorrelevance

7.Whatarethedifferencesbetweenaninternationalandaglobalproduct?

p334

Internationalproductsareofferedin

multinational,regionalmarkets.

Theclassicinternationalproductsistheeuroproduct,offeredthroughoutEuropebutnotintherestoftheworld.

Globalproductsareofferedinglobalmarkets.Atrulyglobalproductisofferedinthetriad,ineveryworldregion,andincountriesateverystageofdevelopment,meetthewantsandneedsofglobalmarket.

8.Whatsixcriteriashouldbeassessedwhenevaluatingpotentialexportmarkers?

P235

sixcriteriashouldbeassessed：

marketpotential,marketaccess,shippingcosts,potentialcompetition,servicerequirements,andproductfit

9.Whatcriteriashouldglobalmarketers

considerwhenmakingproductdesigndecisions?

P342

Globalmarketersneedtoconsiderfourfactorswhenmarkingproductdesigndecisions:

preferences,cost,lowsandregulations,andcompatibility.

论述题

1.Whatismeantbygloballocalization?

IsCoca-Colaaglobalproduct?

Explain.P6

Itmeansasuccessfulglobalmarketermust

havetheabilityto“thinkgloballyandactlocally.A”“globalproduct”maybe“thesame”producteverywhereandyet“different”.Globalmarketingrequiresmarketerstobehaveinawaythatisglobalandlocalatthesametime

byrespondingtosimilaritiesanddifferencesinworldmarkets.

Coca-colaisaglobalproductbyvirtueofthefactthatitisavailableinmorethan195countriesinredcansbearingthedistinctivesignaturestyle.Itmustbenoted,however,thatcustomerserviceeffortsareadaptedtotheneedsofparticularmarkets（forexample,vendingmachinesinJapan）.Thus,Coca-Colaisbothglobalandlocal.

Cokeisaproductembodyingmarketingmixelementsthatarebothglobalandlocalonnature.

thecoca-colacompany'ssoft-drinkproductsaredistributedinalmost200countries；

coca-cola'positioningandstrategyarethesameinallcountries；itprojectsaglobalimageoffun，goodtimes，andenjoyment.cokeis

“therealthing.”thereisonlyonecoke.itis

unique.itisabrilliantexampleofmarketingdifferentiation.theessenceofdiscriminationistoshowthedifferencebetweenyourproduct

andothercompetingproductsandservices.

2.Whatisthesignificanceofthevalueequationforglobalmarketers?

P5P159

Thevalueequationcanbeconsideredasaguidetocreateperceivedvalueforcustomersbyanyorganizationoperatinganywhereintheworld

ThevalueequationisknownasV=B/P,WhereVisthevalue,BisbenefitsandPis

price.

Thevaluecanbeincreasedintwoways,byincreasingthenumerator‘benefitsor’byreducingthedenominator‘pricethe’.benefitscanbeincreasedbyimprovingtheproductitself,

theproductdistribution,and/orthecommunication.Therefore,acompanythatcanproduceasuperiorqualityproductatthelowestcostcouldachieveacompetitiveadvantageinamarketplace.

therefore，companiesusingpriceasacompetitiveweaponmayenjoyanamplesupplyoflow-wagelabororaccesstocheapraw

materials.Companiescanalso

reducepricesif

costsare

low

due

to

efficiencies

in

manufacturing.ifcompanyisabletoofferboth

superiorproduct

，distribution

，orpromotion

benefits

andlower

prices

relative

to

the

competition

，it

enjoys

an

extremely

advantageousposition.

Thebottomlineonthevalueequationisthat

youcan

succeedina

market

only

youhave

perceivedvaluethatisequaltoorgreaterthanthatofyourcompetitors.ifyouarenewandunknown，yourbestentrystrategyistoenterthemarketwithanofferthatcustomerswillfindhardtorefuse：

Offerqualityandfeaturesthatequalorexceedthatofyourcompetitionatalowerprice.thepricewillgetyourprospect'sattention，andthequalityandfeatureswillkeepit.overtime，asyoubecomeknown，youcanraiseyourpricestoalevelthatisconsistentwithyourperceivedvalue.

3、whatisthedifferencebetweenlow

–contextcultureandahigh-contextculture?

Giveanexampleofacountrythatisanexampleofeachtype,andprovideevidencefor

youranswer.howdoesthisapplyto

Inalow-contextculture,messageare

explicit;wordscarrymostoftheinformationin

communication.

Inahigh-contextculture,lessinformationis

containedintheverbalpartofamessage.Much

moreinformationresidesinthe