国际营销课后习题.docx

国际营销课后习题.docx

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国际营销课后习题

Chapter1

2、“...themarketer’staskisthesamewhetherappliedinDimeBox,Texas,orDaresSalaam,Tanzania.”

Discuss.Theonlydifferencebetweendomesticmarketingandinternationalmarketingisthattheactivitiestakeplaceinmorethanonecountry.Therefore,themarketingtaskisthesamethroughouttheworld.

3、HowcantheincreasedinterestininternationalmarketingonthepartoftheU.S.firmsbeexplained?

Increasedinteresthasbeenbroughtaboutbecauseofchangingcompetitivestructures,coupledwithshiftsindemandcharacteristicsthroughouttheworld.TheU.S.markethasreachedsaturationlevelsformanyproducts,andincreasingnumbersoffirmsarefacedwithsurpluseswhichmustbesold.Also,manyfirmsfindthatreturnoninvestmentmaybehigherinforeignmarketsthanindomesticmarkets.Finally,moreandmorefirmsrealizethattomorrow’smarketswillbeworldmarketsanditisimperativethattheyestablishworldmarketpositionsearly.

4、Discussthefourphasesofinternationalmarketinginvolvement.

Thefirstphaseincludesthosedomesticfirmswhichhavenoforeignbusinessactivityexceptthosesalesmadetoforeigncustomerswhocomedirectlytothefirm.Thesecondphaseincludesdomesticfirmswhichhavetemporarysurpluseswhicharesoldabroad.Therefore,salesaremadeonanavailabilitybasiswithlittleornointentionforcontinuingmarketrepresentation.Thethirdphaseincludesthedomesticfirmsthathavepermanentproductivecapacitywhichisutilizedtoproducegoodswhicharesoldonacontinuingbasisinforeignmarkets.Thefourthphaseincludestheinternationalcompanythatproducesaproductfortheworldmarket.

5、Discusstheconditionsthathaveledtothedevelopmentofglobalmarkets.

AccordingtotheProfessorLevittandotherswhosuggestthatthereisaglobalmarketforgoods,thisphenomenonhasresultedfromnewcommunicationstechnology,travelandotherfactorswhichhaveledtothemarketsoftheworldbeingmoreawareofdifferentproductsandprocesses.Asaresultofthisawareness,therearesegmentsineachmarketwhohavehadsimilarexperiencesandthushavecommonneeds.Thesecommonneedsaredescribedasademandforhighquality,reasonablypriced,standardizedproducts.Thereisastrongfeelingthatwithineachcountry’smarketthereisagrowingsegmentthathasbeenexposedtoideasfromaroundtheworldandthushavehadtheirtastesandperceivedneedsaffected.Thereisastrongfeelingthatworldmarketsarebeingdriventowardaconvergingcommonalityoftasteandneedsleadingtowardglobalmarkets.

6、Differentiatebetweenaglobalcompanyandamultinationalcompany.

Themaindistinctionbetweenaglobalandamultinationalcompanyisthataglobalcompanyassumestherearesegmentsacrosscountrieswhichhavethesameneedsandwantsanddesignsastandardized,highquality,reasonablypricedproductforthosesegmentsandmarketsitasiftherearenodifferencesamongthecountrymarkets.Ontheotherhand,amultinationalcompanyoperatesinanumberofcountriesandadjustsitsproductsandmarketingpracticesforeachmarket.Themultinationalcompanyhasaspecificmarketingplanandadaptsproductsforeachcountrymarket.Thephilosophyforthemultinationalcompanyisthatthereareculturaldifferencesamongcountriesthatrequirespecificadaptationsforthosemarkets.Thisiscontrastedwiththeglobalcompanywhichseestheentireworld,ormajorregionsofit,asasingleentityrequiringnospecializedadjustments.ThisdistinctionmaybemoremyththanfactandreflectsProfessorLevitt’sopinion.

7、Differentiateamongthethreeinternationalmarketingconcepts.

Companiescanbedescribedbyoneofthreeorientationstointernationalmarketingmanagement:

1.DomesticMarketExpansionConcept

2.MultiDomesticMarketConcept

3.GlobalMarketingConcept

Itisexpectedthatdifferencesinthecomplexityandsophisticationofacompany’smarketingactivitydependonwhichoftheseorientationsguidesitsoperations.

TheDomesticMarketExtensionConcept.Thedomesticcompanythatseekssalesextensionofitsdomesticproductsintoforeignmarketsillustratesthisorientationtointernationalmarketing.Itviewsitsinternationaloperationsassecondarytoandanextensionofitsdomesticoperations.Theprimarymotiveistodisposeofexcessdomesticproduction.Domesticbusinessisitspriorityandforeignsalesareseenasaprofitableextensionofdomesticoperations.Whileforeignmarketsmaybevigorouslypursued,theorientationremainsbasicallydomestic.ItsattitudetowardinternationalsalesistypifiedbythebeliefthatifitsellsinPeoriaitwillsellanywhereelseintheworld.Minimal,ifany,effortsaremadetoadaptthemarketingmixtoforeignmarkets.Thefirm’sorientationistomarkettoforeigncustomersinthesamemannerthecompanymarketstodomesticcustomers.Itseeksmarketswheredemandissimilartothehomemarketanditsdomesticproductwillbeacceptable.ThisDomesticMarketExpansionStrategycanbeveryprofitable.Largeandsmallexportingcompaniesapproachinternationalmarketingfromthisperspective.

Multi-DomesticMarketConcept.Onceacompanyrecognizestheimportanceofdifferencesinoverseasmarketsandtheimportanceofoffshorebusinesstotheirorganization,itsorientationtowardinternationalbusinessmayshifttoaMulti-DomesticMarketStrategy.Acompanyguidedbythisconcepthasastrongsensethatcountrymarketsarevastlydifferent（andtheymaybe,dependingontheproduct）andthatmarketsuccessrequiresanalmostindependentprogramforeachcountry.Firmswiththisorientationmarketonacountry-by-countrybasiswithseparatemarketingstrategiesforeachcountry.Subsidiariesoperateindependentlyofoneanotherinestablishingmarketingobjectivesandplans.Thedomesticmarketandeachofthecountrymarketshaveseparatemarketingmixeswithlittleinteractionamongthem.Productsareadaptedforeachmarketwithminimumcoordinationwithothercountrymarkets,advertisingcampaignsarelocalizedasarethepricinganddistributiondecisions.Acompanywiththisconceptdoesnotlookforsimilarityamongelementsofthemarketingmixthatmightrespondtostandardization.Rather,itaimsforadaptationtolocalcountrymarkets.Controlistypicallydecentralizedtoreflectthebeliefthattheuniquenessofeachmarketrequireslocalmarketinginputandcontrol.

GlobalMarketingConcept.Acompanyguidedbythisneworientationorphilosophyisgenerallyreferredtoasaglobalcompany,itsmarketingactivityisglobalmarketing,anditsmarketcoverageistheworld.AcompanyemployingaGlobalMarketingStrategystrivesforefficienciesofscalebydevelopingastandardizedproduct,ofdependablequality,tobesoldatareasonablepricetoaglobalmarket（thatis,thesamecountrymarketsetthroughouttheworld）.ImportanttotheGlobalMarketingConceptisthepremisethatworldmarketsarebeing“driventowardaconvergingcommonalty”thatseekmuchthesamewaystosatisfytheirneedsanddesiresandthus,constitutesignificantmarketsegmentswithsimilardemandsforthesameproducttheworldover.Withthisorientationacompanyattemptstostandardizeasmuchofthecompanyeffortasispracticalonaworld-widebasis.Somedecisionsareviewedasapplicableworldwide,whileothersrequireconsiderationoflocalinfluences.Theworldasawholeisviewedasthemarketandthefirmdevelopsaglobalmarketingstrategy.

9、Discussthethreefactorsnecessarytoachieveglobalawareness.

Thethreefactorsnecessarytoachieveglobalawarenessare:

1）objectivity;objectiveinassessingopportunities,evaluatingpotential,andrespondingtoproblems.Toooftenmistakesaremadebecausecompaniesaresweptawaywithgeneralitiesandmakeinvestmentsonlylatertofindoutthattheircommitmentorabilitieswerenotsufficienttosucceed,2）tolerancetowardculturaldifferences;toleranceisunderstandingculturaldifferencesandacceptingandworkingwithotherswhosebehaviormaybedifferentfromyours,3）knowledgeable;knowledgeableaboutcultures,history,worldmarketpotentials,andglobaleconomyandsocialtrendsiscriticalforapersontobeculturallyaware.Tobesuccessfullyininternationalbusinessandgloballyaware,apersonneedstokeepabreastoftheenormouschangesoccurringthroughouttheworld.The21stcenturywillusheringreatchangeandopportunities.Theknowledgeablemarketerwillidentifythoseopportunitieslongbeforeitbecomesevidenttoothers.

10、Defineanddiscusstheideaofglobalorientation.

Aglobalorientationmeansoperatingasifallthecountrymarketsinacompany’sscopeofoperations（includingdomesticmarket）areapproachableasasingleglobalmarketandtostandardizethemarketingmixwhereculturallyfeasibleandcosteffectiveortoadaptthemarketingmixwhereculturallyrequiredandcosteffective.Aglobalorientationdoesnotmeantofollowasinglestrategyofstandardizationwithoutregardforculturaldifferencesnordoesitimplythatthemarketingeffortmustbeadaptedtoeveryculturaldifference.Instead,itmeanslookingformarketsegmentswithsimilardemandsthatcanbesatisfiedwiththesameproduct,standardizingthecomponentsofthemarketingmixthatcanbestandardized,and,wheretherearesignificantculturaldifferencesthatrequirepartsofthemarketingmixtobeculturallyadapted,adapting.

Chapter2:

2.TheTokyoRoundofGATThasemphasizedthereductionofnontariffbarriers.HowdoestheUruguayRounddiffer?

东京回合关贸总协定强调非关税壁垒的减少。

如何在乌拉圭回合有什么不同？

Nontariffbarriersarealltherestrictionsimposedontheimportationofgoodsbyahostgovernmentwiththeexceptionoftariffs.Suchthingsas