第14版国际营销课后习题答案1文档格式.docx

第14版国际营销课后习题答案1文档格式.docx

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2）manyfirmsfindthatreturnoninvestmentmaybehigherinforeignmarketsthanindomesticmarkets.

3）morefirmsrealizethattomorrow’smarketswillbeworldmarketsanditisimperativetoestablishworldmarketpositionsearly.

3.Discussthefourphasesofinternationalmarketinginvolvement.

Thefirstphaseisdomesticfirmswhichhavenoforeignbusinessactivityexceptthosesalesmadetoforeigncustomerswhocomedirectlytothefirm.

Thesecondisdomesticfirmswhichhavetemporarysurpluseswhicharesoldabroadonanavailabilitybasiswithnointentionforcontinuingmarketrepresentation.

Thethirdisthedomesticfirmsthathavepermanentproductivecapacitywhichisusedtoproducegoodswhicharesoldonacontinuingbasisinforeignmarkets.

Thefourthistheinternationalcompanythatproducesaproductfortheworldmarket.

4.Discusstheconditionsthathaveledtothedevelopmentofglobalmarkets.

1）newcommunicationstechnology,travelandotherfactorsledtheworldmarketsbeingawareofdifferentproductsandprocesses.

2）Becauseofthisawareness,eachmarketthushadcommonneedsforhighquality,reasonablypriced,standardizedproducts.

3）Thereisastrongfeelingthatwithinideasfromtheworldaffectedthetastesandperceivedneedsofeverycountrymarket

4）Thereisastrongfeelingthatworldmarketsarebeingdriventowardaconvergingcommonalityoftasteandneedsleadingtowardglobalmarkets.

5.Differentiatebetweenaglobalcompanyandamultinationalcompany.

Aglobalcompanyassumescountrieshavethesameneedsanddesignsastandardized,highquality,reasonablypricedproductforthosemarketsitasiftherearenodifferencesamongthecountrymarkets.

Amultinationalcompanyhasaspecificmarketingplanandadaptsproductsforeachcountrymarketandthinkthereareculturaldifferencesamongcountriesthatrequirespecificadaptationsforthosemarkets.

6.Differentiateamongthethreeinternationalmarketingconcepts.见课件

7.Discussthethreefactorsnecessarytoachieveglobalawareness.

（1）objectivity;

objectiveinassessingopportunities,evaluatingpotential,andrespondingtoproblems.Toooftenmistakesaremadebecausecompaniesaresweptawaywithgeneralitiesandmakeinvestmentsonlylatertofindoutthattheircommitmentorabilitieswerenotsufficienttosucceed,

（2）tolerancetowardculturaldifferences;

toleranceisunderstandingculturaldifferencesandacceptingandworkingwithotherswhosebehaviormaybedifferentfromyours,

3）knowledgeable;

Tobesuccessfulininternationalbusinessandgloballyaware,apersonneedstobeknowledgeableoftheenormouschangesoccurringthroughouttheworldandthepotentialopportunities

8.Defineanddiscusstheideaofglobalorientation.

Aglobalorientationmeansoperatingasifallthecountrymarketsinacompany’sscopeofoperations（includingdomesticmarket）areapproachableasasingleglobalmarketandtostandardizethemarketingmixwhereculturallyfeasibleandcosteffectiveortoadaptthemarketingmixwhereculturallyrequiredandcosteffective.

Aglobalorientationmeanstandardizingthecomponentsofthemarketingmixwheredemandissimilarandchangingthemarketingmixwheretherearesignificantculturaldifferences.

Chapter2:

TheGlobalEnvironmentofInternationalMarketing

DiscussionQuestions

2.TheTokyoRound（会谈（huì

tá

n））ofGATThasemphasizedthereductionofnontariffbarriers.HowdoestheUruguay（乌拉圭）Rounddiffer?

Nontariffbarriersarealltherestrictionsimposedontheimportationofgoodsbyahostgovernmentwiththeexceptionoftariffs.Suchthingsasstandards,quotas,importlicenses,countervailingduties,bordertaxescanbeclassifiedasnontariffbarriers.EarlierroundsofnegotiationsbyGATTmembershadbeensuccessfulinreducingtariffsandtheTokyoRoundfocusedonthereductionofnontariffbarriers.

TheTokyoRoundstarttoaddressanumberofnontariffbarriersthathavebecomemoreseriousinrecentyears.Despitethesuccessofthesepastrounds,hightariffshavenotdisappearedentirelyandnontariffbarriersarestillwidelyused.Therearealsoareasthat,untilnow,GATThasnotaddressedsuchasservices,intellectualpropertyrights,andinvestment.Specifically,GATTnegotiationsinthisroundaretoaddresskeyareasofimportanceininternationaltradewhicharenotnowunderthescopeofGATTrules.Forexample,GATTrulesdonotapplytotheinternationaltradeofserviceswhichrepresentanincreasingpercentageofinternationaltradeflows.Similarly,GATTruleshavelittleinfluenceovergovernmentinvestmentpoliciesaffectinginternationaltradeoronpoliciesconcerningtheprotectionofintellectualpropertyrightssuchaspatents,trademarks,andcopyrights.AgriculturaltradeisanotherareawhereGATTruleseitherdonotapplyorarenoteffective.Finally,thedisputesettlementmechanismisseentobeincreasinglyineffectiveatresolvingconflictsamongGATTmembers.

3.DiscusstheimpactofGATS,TRIMS,ANDTRIPSonglobaltrade.

AnimportantobjectiveoftheUnitedStatesintheUruguayRoundwastoreduceoreliminatebarrierstointernationaltradeinservices.Whilethereisstillmuchprogresstobemadebeforefreetradeinserviceswillexistthroughouttheworld,theGeneralAgreementonTradeinServices（GATS）isthefirstmultilateral,legallyenforceableagreementcoveringtradeandinvestmentinservicessector.Itprovidesalegalbasisforfuturenegotiationsaimedateliminatingbarriersthatdiscriminateagainstforeignservicestradeanddenythemmarketaccess.Forthefirsttime,comprehensivemultilateraldisciplinesandprocedurescoveringtradeandinvestmentinserviceshavebeenestablished.Specificmarket-openingconcessionsfromawiderangeofindividualcountrieswereachievedandprovisionwasmadeforcontinuednegotiationstofurtherliberalizetelecommunicationsandfinancialservices.

Equallysignificantweretheresultsofnegotiationsintheinvestmentsector.Trade-RelatedInvestmentMeasures（TRIMs）,establishedthebasicprinciplethatinvestmentrestrictionscanbemajortradebarriersandthereforeareincluded,forthefirsttime,underGATTprocedures.Aninitialsetofspecificpracticeswereprohibitedincluding:

localcontentrequirementsspecifyingthatsomeamountofthevalueoftheinvestor’sproductionmustbepurchasedfromlocalsourcesorproducedlocally;

tradebalancingrequirementsspecifyingthataninvestormustexportanamountequivalenttosomeproportionofimportsorconditiontheamountofimportspermittedonexportlevels;

and,foreignexchangebalancingrequirementslimitingtheimportationofproductsusedinlocalproductionbyrestrictingitsaccesstoforeignexchangetoanamountrelatedtoitsexchangeinflow.AsaresultofTRIMs,restrictionsinIndonesiawhichprohibitforeignfirmsfromopeningtheirownwholesaleorretaildistributionchannelscanbechallenged.AndsocaninvestmentrestrictionsinBrazilthatrequireforeign-ownedmanufacturerstobuymostoftheircomponentsfromhigh-costlocalsuppliersandthataffiliatesofforeignmultinationalsmaintainatradesurplusinBrazil’sfavorbyexportingmorethantheysellwithin.

AnotherobjectiveoftheUnitedStatesfromtheUruguayRoundwasachievedbyanagreementonTrade-RelatedAspectsofIntellectualPropertyRights（TRIPs）.TheTRIPsagreementestablishessubstantiallyhigherstandardsofprotectionforafullrangeofintellectualpropertyrights（patents,copyrights,trademarks,tradesecrets,industrialdesigns,andsemiconductorchipmaskworks）thanareembodiedincurrentinternationalagreementsanditprovidesfortheeffectiveenforcementofthosestandardsbothinternallyandattheborder.

4.DiscusstheevolutionofworldtradethathasledtotheformulationoftheWTO.

SincetheinceptionofGATT,therehavebeeneight“rounds”ofintergovernmentaltariffnegotiations.ThemostrecentlycompletedwastheUruguayroundwhichbuiltonthesuccessoftheTokyoRound,themostcomprehensiveandfar-reachingroundundertakenbyGATTuptothattime.TheTokyoRoundresultedintariffcutsandsetnewinternationalrulesforsubsidiesandcountervailingmeasures,anti-dumping,governmentprocurement,technicalbarrierstotrade（standards）,customsvaluation,andimportlicensing.WhiletheTokyoRoundaddressednon-tariffbarriers,thereweresomeareasnotcoveredbythatroundwhichcontinuedtoimpedefreetrade.Inadditiontomarketaccess,therewereissuesoftradeinservices,agriculture,andtextiles;

intellectualpropertyrights;

andinvestmentandcapitalflows.

.TheUruguayRoundwasbegunin1986inPuntadelEste,Uruguayandfinallyconcludedin1994.By1995,80GATTmembersincludingtheUnitedStates,theEuropeanUnion（anditmemberstates）Japan,andCanadahadacceptedtheagreement.PerhapsthemostnotableachievementoftheUruguayRoundwasthecreationofanewinstitutionasasuccessortotheGATT,theWorldTradeOrganization（WTO）.AtthesigningoftheUruguayRoundtradeagreement,U.S.representativespushedforanenormousexpansionofthedefinitionoftradeissues.TheresultwasthecreationoftheWorldTradeOrganizationthatencompassesthecurrentGATTstructureandextendsittonewareasnotadequatelycoveredinthepast.TheWTOisaninstitution—notanagreementaswasGATT.Itwillsettherulesgoverningtradebetweenits117members