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