江苏理工高杰国际市场营销考试答案doc.docx
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江苏理工高杰国际市场营销考试答案doc.docx
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江苏理工高杰国际市场营销考试答案doc
国际市场营销
1.conceptanalysis(营销特点):
©Marketingistheactivityofinnovation
©Marketingistheprocesstosatisfythedemandofconsumers
©Marketingistheprocessofthemanagement
©Marketingisthebridgebetweenthesocietyandenterprise
©Marketingistheuniqueactivityforhumanbeings
2.aglobalfirm'smanagement一个全球性公司的管理基本条件):
(1)Searchesformarketopportunitiesintheworld,threatsfromcompetitors,sourcesofproducts,rawmaterials,andfinancing,personnel.Inotherwords,ithasglobalvision.
(2)Seekstomaintainapresenceinthekeymarket.
(3)Looksforsimilarities,notdifferences,amongmarkets.Thisisbecauseallofthemarketingoperationrequiresthecompaniestoinvesttheresourcesandfamiliarmarketscanreducetheexpendituresforthecompanyandmaketheoperationeasier.
3.fourforcestopromoteglobalization(全球化四大推动力量)
(1)Thedevelopmentofthemodernscienceandtechnology,especiallyadvancesincomputerandcommunicationstechnologypermitanincreasingflowofideasandinformationacrossborders,enablingcustomerstolearnaboutforeigngoods.
(2)Theprogressivereductionofbarrierstoinvestmentandtradebymostgovernmentsishasteningtheopeningofnewmarketsbyinternationalfirmsthatarebothexportingtothemandbuildingproductionfacilitiesforlocalmanufacture.
(3)Thereisatrendtowardtheunificationandsocializationoftheglobalcommunities.
(4)Moreandmoregovernmentsrealizethemostimportantmissionforthemistopromotetheeconomicdevelopmentandimprovethedomesticlivingstandardandiftheywanttoreachthegoaltheyhavetouseforeignresources.Cooperationistheonlywaytoachievethetarget.
4.BussinessWeeksurveyedthesecompaniesandfoundthattheyhadthefollowingcharacteristics:
(跨国公司的共同特点)
Characteristicsoftheinternationalcompanies.
(1)Productsareoftenuniquebecauseoftheirtechnology,design,orcost.
(2)Sharplyfocused.Theirgoalistobefirstorsecondgloballyintechnologyniche.
(3)Leanoperationstosavemoneyandspeeddecisionmaking.
(4)Opentoideasandtechnologiesfromaroundtheworld.Manyestablishresearchlaboratoriesinothercountries.
(5)Usingforeigntoheadoperationsandalsofillseniorpositionsatheadquarters.
5 marketing(国内市场营销和国际营销之间的差异)至少5个 Domesticmarketing: (1)Businessistransactedinasinglecurrency. (2)Marketsegmentationoccurswithinasinglecountry- (3)Businesslawsandregulationsareimmediateanddirect. (4)Businessisconductedinasinglelanguage. (5)Businessriskcanusuallybeidentifiedandassessed. Internationalmarketing: (1)Manycurrenciesinvolved,withwideexchangeratefluctuations. (2)Marketsegmentsmightbedefinedacrosstheconsumersofthesametypeinmanydifferentcountries. (3)Foreignlawsandregulationsmightnotbeclear. (4)Multinationalcommunicationisrequired. (5)Distributionandcreditcontrolmaybeextremelycomplex 6.Theexternalforcesarecommonlycalleduncontrollableforcesandconsistofthefollowing.(不可控因素)至少5个 (1)Competitive-kindsandnumbersofcompetitors,theirlocations.andtheiractivities. (2)Distributive-nationalandinternationalagenciesavailablefordistributinggoodsandservices. (3)Economic-variables(suchasGNRunitlaborcost,andpersonalconsumptionexpenditure)thatinfluenceafirm'sabilitytodobusiness. (4)Socioeconomic-characteristicsanddistributionofhumanpopulation. (5)Financial-variablessuchasinterestrates,inflationrates,andtaxation. (6)Legal-themanykindsofforeignanddomesticlawsbywhichinternationalfirmsmustoperate. litisveryimpossibleforanycompanytomakegreatbusinessachievementifitdoesnottakeanyinternationalactivities.Thisisbecause? (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)Thecompanieshavetocomplywiththedevelopmenttrendofthewoldeconomy. (2)Theinternationalmarketwillprovideimportantproductionfactorsforthecompanies. (3)Totaketheinternationalmarketingmakesthecompaniesbreakthetradebarriersandexpandtheexport. s.Theinternationalmarketwillprovideimportantproductionfactors forthecompanies,Thisisbecause? (国际市场将为公司提供重要的生产要素,这是为什么? ) (1)nocountrycanprovideallofthenatureresourcesforitseconomicdevelopment. (2)thecompaniesmaylackenoughcapitalandadvancedtechnologies. (3)thecompaniescangetmorebusinessinformation. 9.Thetwoexceptions-JapanandtheUnitedStates.(日本和美国贸易方向不一样产生的原因JapanandtheUnitedStatesisnotthesame asthedirectionofthetrade.) (1)whyJapansellsmoretodevelopingnationsthanmostdevelopednationsdoisthatithashadanextensivedistributionsysteminthesemarketssincetheearly1980s (2)thecountryhasnolocalsourcesofrawmaterials,ithasusedgeneraltradingcompaniestoimportmanyoftheraw (3)AmericanfirmshavesignificantlymoresubsidiariesindevelopingnationsthanJapanesecompaniesdo,thesesubsidiariesarecaptivecustomersfortheirAmericanowners (4)somebuyersinSoutheastAsiancountries,rememberingthatJapanwasanaggressor,prefertobuyfromAmericanfirms lO.Whoshouldbeyourmajortradingpartners? (选择贸易伙伴标准) 至少3个 (1)Businessclimateinimportingnationisrelativelyfavorable. (2)Exportandimportregulationsarenotinsurmountable. (3)Thereshouldbenostrongculturalobjectionstobuyingthatnation'sgoods. (4)Satisfactorytransportationfacilitieshavealreadybeenestablished. 11.Lotsofthegovernmentstakevariouscountermeasurestolimitthe worldtrade,because: (限制贸易原因) (1)Theywanttoprotecttheirmarkets. (2)Theywanttoprotecttheiremployment. (3)Theywanttoprotecttheirnationalindustries. (4)Theywanttolimitthecompetitivenessoftheforeigncompanies. (5)Theywanttoimprovetheirfinancialrevenue. (6)Theywanttoprotecttheirenvironmentandnatureresources,etc. ii.Homegovernmentintervention(自己国家政府的干预、限制) ①Embargo(禁运) Whilethere'smuchdebateastowhetherembargoesaccomplishtheirpoliticalgoals,there'slittledoubtthattheyhaveadisastrouseffectonexporters. Blockaderunningisrarelypartofanyone'smarketingplanandlong-termriskishigh.Someareignoredafterseveralyearswhileothersarestringentlyenforcedforalongtime. Note: Marketersmustbeawareofthepoliticalenvironmenttheyworkinandbepreparedtocalculate,aswellasmanagerisk. B.Decisionmakingconcern(进入国外市场所需要考虑的因素)至少5 (1)WillIbeabletogetmyprice? (2)Ifexporting,canlettersofcreditbesecured? (3)Canproperinsurancebeobtainedinthetargetmarket? (4)Isthetargetinfrastructurecapableofhandlingmyproduct? (5)Willtheforeigngovemmentgiveusfairtreatment? (6)CanIcontroldistribution? (7)IfIhavetouselocaldistributors,aretheytrustworthy? 14.Reasonsforinvestingoverseas(海外投资的原因)至少5个 (1)enternewmarkets (2)newmarketcreation (3)faster-growingmarkets (4)improvedcommunications (5)Downstreammarkets (6)followcustomersoverseas 15.followcustomersoversea(案例分析) (1)Servicecompanies(accounting,advertising,marketingresearch,banks,law)willestablishforeignoperationsinmarketswheretheirprincipalcustomersare,topreventcompetitorsfromgainingaccesstothem. 16.Exporting(概念) Exportingmeansthesaleinaforeignmarketofanitemproduced,storedorprocessedinthesupplyingfirm'shomecountry,asopposedtothesupplierbeinginvolvedinforeignmanufactureorprocessingofgoods. 17.1ndirectexporting(间接出口的概念) Indirectexporting,isalsocalledinactiveexporting,issimplerthandirectexportingbecauseitrequiresneitherspecialexpertisenorlargecashoutlays. ②Whymanycompaniesbegininthismannergenerallychangetodirectexporting? (间接出口劣势的原因) (1)theywillpayacommissiontothefirstthreekindsofexporters (2)foreignbusinesscanbelostifexportersdecidetochangetheirsourcesofsupply (3)firmsgainlittleexperiencefromthesetransactions 18.Advantagesanddisadvantagesofjointventure(合资企业的优缺 点) 优点: ⑴Lesscommitmentoffinancialandmanagerialresources. (2)Lessrisk 缺点: (l)Profitsmustbeshared. (2)Lackofcontroloverthejointventure.Ifthelawallowstheforeigninvestorstohaveno morethana49percentparticipation,theymaynothavecontrol. 19>Managementcontract(合同管理概念) Themanagementcontractisanarrangementunderwhichacompanyprovidesmanagerialknow-howinsomeorallfunctionalareastoanotherpartyforafeethatrangesfrom2to5percentsofsales. 20.1icensing(许可经营概念) Bymeansofalicensingagreement,onefirm(thelicensor)willgranttoanotherfirm(thelicensee)therighttouseanykindofexpertise,suchasmanufacturingprocesses(patentedorunpatcntcd),marketingprocedures,andtrademarksforoneormoreofthelicensor'sproducts. Franchisingpermitsthefranchiseetosellproductsorservicesunderahighlypublicizedbrandnameandawell-provensetofprocedureswithacarefullydevelopedandcontrolledmarketingstrategy 229initialscreening-basicneedpotential第一次筛选市场潜力及 原因第一次筛选的内容: Aninitialscreeningbasedonthebasicneedpotentialisalogicalfirststep,becauseiftheneedislacking,noreasonableexpenditureofeffortandmoneywillenablethefirmtomarketitsgoodsorservices. 原因: Thebasicneedpotentialofcertaingoodsisdependentonvariousphysicalforces,suchasclimate,topography,ornaturalresources.Ifthefirmproducesairconditioners,theanalystwilllookforcountrieswithwarmclimates.ManufacturersoflargefarmtractorswouldnotconsiderSwitzerlandalikelyprospect,becauseofitsmountainousterrain,andonlycountriesknowntopossessgolddepositswouldbepotentialcustomersforgold-dredgingequipment. 23.1mporsdon^tcompletelymeasuremark
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