四川大学经济学院 国际市场营销双语课程期末复习.docx
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四川大学经济学院 国际市场营销双语课程期末复习.docx
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四川大学经济学院国际市场营销双语课程期末复习
2008—2009学年度第一学期
国际市场营销(双语)期末复习
任课老师:
赵智上课时间:
周五第四大节
题型:
1、名词解释(每题5分,共20分)
2、不定项选择题(每题2分,共20分)
3、简答题(每题10分,共40分)
4、论述题(共20分)
复习重点:
(名词、简答、多选的重点全部在以下资料中)
第一部分:
市场营销与国际市场营销
1.Marketing:
Marketingistheprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofideas,goods&servicestocreateexchangesthatsatisfyindividualandorganizationalgoals
2.Businessorientations:
ØProduction生产导向(一般是垄断地位的公司)
ØProduct产品导向:
注重产品的质量、技术(一般是高技术公司)
ØSelling推销导向:
降价,急于在短期内将东西卖出去
ØMarketing营销导向(研究重点)
ØSocietyMarketing
3.ThemarketingMix:
isthesetofcontrollabletacticalmarketingtools,thatthefirmblendstoproducetheresponseitwantsinthetargetmarket.MarketingMixisthecoreofmordenmarketing.
4.4Ps
(1)Productdevelopingtheright“product”forthetargetmarket
(2)Priceistheamountofmoneycustomshavetopaytoobtaintheproduct
A.Theonlyelementinthemarketingmixthatproducesrevenue
B.Mostflexibleelementsofthemarketingmix
(3)Promotionmeansactivitiesthatcommunicatethemeritsofproductandpersuadetargetcustomstobuyit.
A.personalselling
B.massselling
C.salespromotion
D.publicrelation
E.directmarketing
(4)Placeisconcernedwithallthedecisionsinvolvedingettingthe“right”producttothetargetmarket’splace.
5.Targetmarketselection(8Os)
OccupantsObjectsOccasionsOpposition
OperationsOrganizationsOutletsObjectives
6.Internationalmarketing:
isdefinedastheperformanceofbusinessactivitiesdesignedtoplan,
price,promote,anddirecttheflowofacompany’sgoodsandservicestoconsumersorusersin
morethanonenationforaprofit
7.differentiationbetweenmarketingandinternationalmarketing(重点问题,简答)
(1)Environmentinmorethanonecountry
国内计划在国际环境中会有影响、改变削弱,是不可控的。
唯一可做的是利用那些可控的,以适应新的国际环境或当地环境。
(2)Degreeofresourceutilizationresourceallocationintwoormorecountries
利用国际分工,利用比较优势,相对优势。
(3)Tacticsusingdifferenttacticsaccordingtothedifferentenvironment
(4)Difficultyinmarketingmanagementmanagementinvolvingalltheactivitieswiththecrossingborderoftheproduct
(5)Degreeofrisks
国内:
本币计价
国外:
汇率波动
8.differentiationbetweenmarketingandinternationaltrade
Internationaltrade
InternationalMarketing
Motivation
Comparativeadvantage
Companydecision
Businessrange
IN-OUT
OUT
Transactionparticipants
countries
Enterprise
Commoditycirculationpatterncommoditycrossingborders
Actual
Indentinite
9.Thetotalenvironment
(1)decisionareacontrollable
(2)environmentalelementsathomeuncontrollable
(3)elementoftheforeignenvironmentaluncontrollable
environmentalelementsathome(AspectsoftheDomesticenvironment):
Political/Legalforce
Economicclimate
Competitivestructure
AspectsoftheForeignenvironment:
Political/Legal
Economicforces
Culturalforces
Geographyandinfrastructure
Structureofdistribution
Leveloftechnology
Competitiveforces
10.StagesofinternationalMarketing
(1)NodirectForeignMarketingSalesmaybemadetotradingcompaniesaswellasforeigncustomerswhocomedirectlytothefirm.
(2)InfrequentForeignMarketingTemporarysurplusescausedbyvariationsintheproductionlevelsordemandedmayresultininfrequentForeignMarketing
(3)RegularForeignMarketingAtthislevel,thefirmhaspermanentproductivecapacitydevotedtotheproductionofgoodstobemarkedinforeignmarkets
(4)InternationalMarketingCompaniesinthisstagearefullycommittedandinvolvedininternationalmarketingactivities.
(5)GlobalMarketingthemostprofoundchangeistheorientationofthecompanytowardmarketsandassociatedplanningactivities.
11.StrategicOrientation
(1)DomesticMarketingExtensionThedomesticcompanyseekingsalesextensionofitsdomesticproductsintoforeignmarketsillustratesthisorientationtointernationalmarketing.
(2)Multi-DomesticMarketingAcompanyguidedbythisconcepthasastrongsensethatcountrymarketsarevastlydifferentandthatmarketsuccess.Requiresanalmostindependentprogramforeachcountry
(3)GlobalMarketingAcompany’smarketingactivityisglobal.Frimwiththisorientationisgeocentric(全球中心导向)Thepointis,beingglobalisamindset,awayoflookingatthemarketforcommonalitiesthatcanbestandardizedacrossregionorcountry-marketsets.
12.(补)BlendingthemarketingMix:
Alltheelementsinthemarketingmixmustsupporteachother.Iftheyconflict,targetmarketswillbeconfusedandobjectiveswillnotbemet.
第二部分:
国际市场营销的环境分析
1.Culture:
isthesumofthevalues,rituals,symbols,beliefsandthoughtprocessesthatarelearned,sharedbyagroupofpeople,andtransmittedfromgenerationandgeneration
CorecultureandSubculture
Coreculture(核心文化):
公有价值观
Subculture:
亚文化
注:
当我们全体大众接纳Subculture,Subculture文化就变成了Coreculture
2.Sixruleswhichservesasasummaryofhowcultureanditsappreciationmayserveasatooltoensuremarketing(简答)
(1)Embracelocalculture
Manycorporatecredosincludeapromisetobethebestpossiblecorporatecitizensineverycommunityinwhichtheyoperate
(2)Buildrelationship
Eachmarkethasitsownuniquesetofcontinentswhoneedtobeidentifiedandnatured
(3)Employlocalstogainculturalknowledge
Employinglocalswillgiveamarketeravaluableassetinmarketdevelopment
(4)Helpemployeesunderstandyou
Thesinglebestwaytounderstandamarketingistogrowwithitbydevelopinghumanresources&businesspartnerships
(5)Adoptproductsandprocessestolocalmarkets
Nowhereisacommitmenttolocalmarketingasevidentasinitsproductoffering
(6)Coordinatebyregion
Thetransferofbestpracticeiscritical,especiallyinareasthathaveculturalsimilarities
3.Religionandinternationalmarketing
(1)Religionsdisciplineandculturalinclinationaffectsconsumerbuyingbehavior
(2)Religionsfestivalsandholidaysarebestsellingperiods
(3)Religionsisanimportantelementininternationalmarketsegmentation
4.Socialinstitutionincludingsocialstrataandsocialorganization,allaffectthewaysinwhichpeoplerelatetooneanother,organizetheiractivitiestoliveinharmonywithoneanother,teachacceptablebehaviortosucceedinggenerations,andgovernthemselves.
5.EconomicenvironmentandFivestages
(1)Thefirmsareaffectedbychangesintheirmacroeconomicenvironment.Manycompaniesarecharacterizedbyrecurringcyclesofboom&slump.
(2)Fivestages
A.Thetraditionalsociety
Societynarrowdomesticmarket
B.Thepre-conditiontakeoff
Severalcapitalgoodsandconsumergoods
C.Thetakeoff
Increasingdemandlevel
D.Thedrivetomaturity
Newindustrialgoodsmarketsincreasingpropagandacostsandothermarketingexpenditures
E.TheageofHighmassconsumption
Highservicesconsumptionexpenditures
Conditionsfortakeoff
✓Investmentrateabove10%
✓Soundpolitical—socialstructure
✓Rapiddevelopmentinsomemanufacturingsectors
6.Economycharacteristics
(1)Populationoneofthemostbasicindicatesofmarketsize
Atotalpopulationindicativeofthepotentialdemandforcertainstapleitems
B.populationdensityrelativeinthedifficultyinenteringamarket
C.populationagemix(6agegroups)
①Preschool
②school-ageChildren
③teens
④youngadultsaged25to39
⑤Middle-agedadultsaged40to64
⑥Olderadultsaged65andup
D.Naturalgrowthrateofpopulationadynamicindex
(2)Income
Apartfrombasicstapleitems,incomeismostindicativeofthemarketpotentialformostconsumer&industrialproducts&services
(3)Infrastructure
Transportation,communication,energy,distributing,information,financing
(4)Naturalconditions
Naturalfactorslikeclimate,topography,naturalresources.Naturalconditionsalsodeterminethecountry’spurchasingpower
(5)Degreeofurbanization
Greatdifferentbetweenurbanconsumersandruralconsumersinlifepattern&consumptionbehavior
7.ThesovereigntyofnationsSovereigntyreferstoboththepowersexercisedbyastateinrelationtoothercountriesandthesupremepowersexercisedoveritsownmembers
8.StabilityofgovernmentPolices
Ifthereispotentialforprofitandifpermittedtooperatewithinacountrymultinationalcompaniescanfunctionsunderanytypeofgovernmentaslongasthereissomelong-runpredictabilityandstability
✓Frequentregimechanges
✓Poorpublicorder,frequentviolenceanddemonstration
✓Religionantithesis
✓Splitinculture
9.Nationalism:
Nationalismcanbebestbedescribedasanintensefeelingofnationalprideanduntiy,anawakeningofanation’speopletoprideintheircountry
10.Risksofglobalbusinessinclude:
(重点)
(1)Confiscation,Expropriation,andDomestication(没收、征用、本土化)
A.Confiscationisthemostseverepoliticalrisk,istheseizingofacompany’sassetswithoutpayment
(istheforcefulgovernmentseizureofacompanywithoutcompensationfortheassetsseized)
B.Expropriationiswherethegovernmentseizesaninvestment,butsomereimbursementfortheassetsismade;oftentheexpropriatedinvestmentisnationalizedtobecomeagovernmentrunentity
(isthegovernmenttakeoverwithcompensationfrequentlyatalevellowerthantheinvestmentvalueofthecompany’sassets)
C.Domesticationoccurswhenthegovernmentmandateslocalownershipandgreaternationalinvolvementinaforeigncompany’smanagement
(isthehostcountriesgraduallycausethetransferofforeigninvestmentstonaturalcontrolandownershipthroughaseriesofgovernmentdecreesbymandatinglocalownershipandgreaternational-involvementinacompany’smanagement.)
Theultimategoalofdomesticationistofaceforeigninvestorstosharemoreoftheownershipmanagementwithnaturalsthanwasthecasebeforedomestication
(2)Economicrisk
A.Exchangecont
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