全球营销学国际市场营销答案Word格式.docx

全球营销学国际市场营销答案Word格式.docx

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4.coordinationofmarketingactivitiesistheextenttowhichactivitiesrelatedtomarketingmixareperformedinterdependentlyaroundtheglobe;

5.integrationofcompetitivemovesistheextenttowhichafirm’scompetitivemarketingtacticsindifferentpartsofworldareinterdependent.

Examples:

1.Cokeisthebest-known,strongestbrand,astheCoca-ColaCompany,supportingitsCoke,Fanta,andPoweradebrandswithmarketingmixelementsboththatareglobeandlocal,isadeptatadaptingsalespromotion,distribution,andcustomerserviceeffortstolocalneeds;

2.Mcdonald’sbusinessmodelisarestaurantsystemthatcanbesetupvirtuallyanywhereintheworldandofferscoremenuitems-hamburgers,Frenchfries,andsoftdrinks-inmostcountries,andthecompanyalsocustomizesmenuofferingsaccordingtolocaleatingcustoms.

5.Describethedifferencebetweenethnocentric,polycentric,regiocentric,andgeocentricmanagementorientations

（1）

Ethnocentricorientation:

homecountryissuperiortotherestoftheworld,seessimilaritiesinforeigncountries，leadstoastandardizedorextensionapproach;

Polycentricorientation:

theoppositeofethnocentrism,eachcountryinwhichacompanydoesbusinessisunique,seesdifferencesinforeigncountries,leadstolocalizedoradaptionapproach;

Regiocentricorientation:

aregionbecomestherelevantgeographicunit;

management`sgoalistodevelopanintegratedregionalstrategy;

Geocentricorientation：

viewstheentireworldasapotentialmarketandstrivestodevelopintegratedworldmarketstrategies.

第二章

1.Explainthedifferencebetweenmarketcapitalism,centrallyplannedcapitalism,centrallyplannedsocialism,andmarketsocialism.Giveanexampleofacountrythatillustrateseachtypeofsystem.

（2）

Marketcapitalismisaneconomicsysteminwhichindividualsandfirmsallocateresourcesandproductionresourcesareprivatelyowned.（England）.

Centrallyplannedcapitalismisaneconomicsysteminwhichcommandresourceallocationisutilizedextensivelyinanenvironmentofprivateresourceownership.（Sweden）

Centrallyplannedsocialism,inthistypeofeconomicsystem,thestatehasbroadpowerstoservethepublicinterestasitseesfit.（FormerSovietUnion）

Marketsocialism,insuchasystem,marketallocationpoliciesarepermittedwithinanoverallenvironmentofstateownership.（China）

4.Amanufacturerofsatellitedishesisassessingtheworldmarketpotentialforhisproducts.Heasksyouifheshouldconsiderdevelopingcountriesaspotentialmarkets.Howwouldyouadvisehim?

（2）

Despitethedifficulteconomicconditionsinpartsofdevelopingcountries,manynationswillinvolveintoattractivemarkets.

Oneofmarketing’srolesindevelopingcountriesistofocusresourcesonthetaskofcreatinganddeliveringproductsthatarebestsuitedtolocalneedsandincomes.Theroleofmarketingtoindentifypeople’sneedsandwantsisthesameinallcountries,irrespectiveoflevelofeconomicdevelopment.Itisalsoanopportunitytohelpdevelopingcountriesjointheinformationage.

第三章

1.Whataresomeoftheelementsthatmakeupculture?

Howdothesefindexpressioninyournativeculture?

（3）

CultureisacollectionofValues,beliefs,behaviors,customs,andattitudesthatdistinguishonesocietyfromanother.

Cultureisactedoutinsocialinstitutions,suchas,family,education,religion,government,business.

第五章

1.Explainhowinformationtechnologyputspowerfultoolsinthehandsofglobalmarketers.（5）

ModernITtoolsprovidethemeansforacompany'

smarketinginformationsystemandresearchfunctionstoproviderelevantinformationinatimely,cost–efficient,andactionablemanner.

Electronicdatainterchange（EDI）allowsbusinessunitstosubmitorders,toissueinvoices,toconductbusinesselectronically,Wal-MartlegendaryforitsEDI,savetimeandmoney,enablesretailerstoimproveinventorymanagement.Transactionformatsareuniversal

EfficientConsumerResponse（ECR）ThisisinadditiontoEDI,aneffortforretailersandvendorstoworkcloselyonstockreplenishment（补充）.ECRcanbedefinedasajointinitiativebymembersofasupplychaintoworktowardimprovingandoptimizing（最优化）aspectsofthesupplychaintobenefitcustomers

Intranet,ElectronicPointofSale（EPOS）,DataWarehousesarealsohelpingbusinessesimprovetheirabilitytotargetconsumersandincreaseloyalty.

5.Whatisthedifferencebetweenexisting,latent,andincipientdemand?

Howmightthesedifferencesaffectthedesignofamarketingresearchproject?

（5）

Demandandprofitpotential,inturn,dependinpartonwhetherthemarketbeingstudiedcanbeclassifiedsexistingorpotential.Existingmarketsarethoseinwhichcustomerneedsarealreadybeingservedbyoneormorecompanies.Insomeinstances,thereisnoexistingmarkettoresearchand.informationmaybereadilyavailable.Alatentmarketisinessence,anundiscoveredsegment.It’samarketinwhichdemandwouldmaterializeifanappropriateproductweremadeavailable.Anincipientmarketisamarketthatwillemergeifparticulareconomicdemographic,political,orsocioculturaltrendcontinues.Acompanyisnotlikelytoachievesatisfactoryresultsifitoffersaproductinanincipientmarketbeforethetrendshavetakenroot.

Marketgrowth,brandloyalty,marketsegment,product,salespromotion,pricing,distribution,willbedifferentinmarketingresearchproject.

6.Describesomeoftheanalyticaltechniquesusedbymarketers.Whenisappropriatetouseeachtechnique?

Anumberoftechniquesareavailableforanalyzingsurveydata.

Factoranalysiscanbeusedtotransformlargeamountofdataintomanageableunits.Itisusefulinpsychographicsegmentationstudiesorcreatingperceptualmaps;

clusteranalysisallowstheresearcherstogroupvariablesintoclustersthatmaximizewithin-groupsimilaritiesandbetween-groupdifferences.Itcanbeusedtodoglobalmarketingresearch,toperformbenefitsegmentation,andtoidentifynewproductopportunities.Multidimensionalscalingisanothertechniqueforcreatingperceptualmapswhichisparticularusefulwhentherearemanyproducttochooseandconsumershavedifficultyinverbalizingtheirconceptions.Conjointanalysisisusedtogaininsightsintothecombinationoffeaturesthatwillbethemostattractivetoconsumers.Itisusefulwhendeterminesthevaluesandutilitiesofthevariouslevelsofproductfeaturesandplotsthemgraphically.

第六章

3.Compareandcontraststandardized,concentrated,anddifferentiatedglobalmarketing.Illustrateeachstrategywithanexamplefromaglobalcompany.（6）

Standardizedglobalmarketingismassmarketingonaglobalscalewithundifferentiatedtargetmarketing（RevlonInternational）

Concentratedglobalmarketing,involvesdevisingamarketingmixtoreachaniche.Anicheissimplyasinglesegmentoftheglobalmarket.（Germany`sWinterhalter）

Differentiatedglobalmarketing,representsamoreambitiousapproachthanconcentratedtargetmarketingwithmulti-segmenttargetingandtwoormoredistinctmarkets（Rover）

7.Whatisahigh-touchproduct?

Explainthedifferencebetweenhigh-techproductpositioningandhigh-touchproductpositioning.Cansomeproductsbepositionedusingbothstrategies?

Explain.（6）

High-techproductsaresophisticatedtechnologicallycomplex,and/ordifficulttoexplainorunderstand,andfrequentlyevaluatedintermsoftheirperformanceagainstestablishedobjectivestandards.High-techglobalconsumerpositioningalsoworkswellforspecialinterestproductsassociatedwithleisureofrecreation.

High-touchproducts,consumersaregenerallyenergizedbyemotionalmotivesratherthanrationalones,andfrequentlyevaluatedintermsoftheirperformanceagainstestablishedsubjective,aestheticterms.

Someproductscanbepositionedusingbothstrategies,withbothsatisfyingbuyers’rationalcriteriaandevokinganemotionalresponse.Nokia,forexample,combinestechnicalperformancewithafashionorientation.

第八章

4.Whatcriteriashouldglobalmarketersconsiderwhenmakingproductdesigndecisions?

（8）

Inmanyinstances,packagingisanintegralelementofproduct-relateddesigndecisions.Packagingisdesignedtoprotectorcontaintheproductduringshipping；

Labelingprovidesconsumerswithvarioustypesofinformation;

Aestheticsdifferaroundtheworld.Globalmarketersmustunderstandtheimportanceofvisualaesthetics;

ProductWarrantiesisawrittenguaranteethatassuresthebuyerisgettingwhattheypaidfororprovidesaremedyincaseofaproductfailure.Warrantiescanbeusedasacompetitivetool

2.Howdolocal,international,andglobalproductsdiffer?

Citeexamples.（8）

LocalProductisonethathasachievedsuccessinasinglenationalmarketandrepresentsthelifebloodofdomesticcompanies.（Coca-cola,ginsengbeverageonlyinJapan）

Internationalproductisofferedinseveralmarketsinaparticularregion（Euro-product,onlyineurozone）

Globalproductmeetsthewantsandneedsofaglobalmarketandisofferedinallworldregions（personalstereos）

7.Brieflydescribevariouscombinationsofproduct-communicationstrategiesavailabletoglobalmarketers