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