中央财经《国际市场营销》期末整理.docx

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中央财经《国际市场营销》期末整理.docx

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中央财经《国际市场营销》期末整理.docx

中央财经《国际市场营销》期末整理

25选择

6简答不用展开，PPT上的就可以

2案例

英语词典

期中考过的不一定就不考

1、WhatistheEPRGframeworkinrelationtomanagementorientationsinglobalmarkets

2、Freetradeagreementisoneofthefourlevelsofinternationalcooperation.Listthefourandbrieflystatewhatformsofcooperationeachlevelincludes

3、WhatistheTRIAD

4、Whatarethe5dimensionsofcultureoutline

知识点：

Lecture1：

overviewofglobalmaketing

1.Howtocreatevalueforcustomers?

（1）Valueequation:

Value=Benefits/Price

（2）Createvalueforcustomersbyimprovingbenefitsorreducingprice:

（4点）

a.Improvetheproduct

b.Findnewdistributionchannels

c.Createbettercommunications

d.Cutmonetaryandnon-monetarycostsandprices

2.Answer:

Focus--Concentrationofattentiononacorebusinessorcompetence.

3.4P（marketingmix）营销组合:

product,price,promotion,place.

Marketingmixdevelopment:

concentrationofmarketingactivities,coordinationofmarketingaactivities,integrationofcompetitivemoves.

相关知识：

domesticcompanies,internationalcompanies

（2）PolycentricOrientation多国中心导向型（4点）

1.Eachcountryisunique

2.Eachsubsidiarydevelopsitsownuniquebusinessandmarketingstrategies

3.Oftenreferredtoasmultinational

4.Leadstoalocalizedoradaptationapproachthatassumesproductsmustbeadaptedtolocalmarketconditions

eg.Citicorp

（3）RegiocentricOrientation区域中心导向型（2点）

1.Aregionistherelevantgeographicunit

2.Somecompaniesservemarketsthroughouttheworldbutonaregionalbasis

eg.GM

（4）GeocentricOrientation世界中心导向型（6点）

1.Entireworldisapotentialmarket

2.Strivesforintegratedglobalstrategies

3.Alsoknownasaglobalortransnationalcompany

4.Retainsanassociationwiththeheadquarterscountry

5.Pursuesservingworldmarketsfromasinglecountryorsourcesgloballytofocusonselectcountrymarkets

6.Leadstoacombinationofextensionandadaptationelements

eg.GM,Harley-Davidson（U.S.）,Waterford（Ireland）,Gap（U.S.）

Lecture2:

theglobaleconomicenvironment

1.Thenewrealities（-WilliamGreider）.五个新现实（5点）

1.Capitalmovementshavereplacedtradeasthedrivingforceoftheworldeconomy

2.Productionhasbecomeuncoupledfromemployment

3.Theworldeconomy,notindividualcountries,isthedominatingfactor

4.75-yearstrugglebetweencapitalismandsocialismhasalmostended

5.E-commercediminishestheimportanceofnationalbarriersandforcescompaniestoreevaluatebusinessmodels

2.Economicsystems

3.BRICS金砖五国:

Brazil,Russia,India,andChinaSouthAfrica

India—low-incomecountry

Brazil,China—low-middle-incomecountries

Russia—upper-middle-incomecountry

SouthAfrica-?

4.Stagesofmarketdevelopment市场发展的4个阶段

TheWorldBankhasdefinedfourcategoriesofdevelopmentusingGrossNationalIncome（GNI）asabase.

（1）Low-Incomecountries低收入

GNIpercapitaof$935orless

Characteristics

Limitedindustrialization工业有限

Highpercentageofpopulationinvolvedinfarming高农业人口百分比

Highbirthrates高出生率

Lowliteracyrates低识字率

Heavyrelianceonforeignaid严重依赖国际援助

Politicalinstabilityandunrest动荡局势

ConcentratedinSub-SaharanAfrica集中于撒哈拉以南非洲

IndiaistheonlyBRICScountry

（2）Low-Middle-Incomecountries中低收入

GNIpercapita:

$936to$3,705

Characteristics

Rapidlyexpandingconsumermarkets消费者市场的迅速扩大

Cheaplabor廉价劳动力

Mature,standardized,labor-intensiveindustriesliketextilesandtoys成熟标准的劳动密集型工业，如玩具和纺织品

China、Brazil、SouthAfrica

（3）Upper-Middle-Incomecountries中高收入

GNIpercapita:

$3,706to$11,455

Characteristics

Rapidlyindustrializing,lessagriculturalemployment农业少工业发达

Increasingurbanization城镇化

Risingwages报酬增长

Highliteracyratesandadvancededucation高识字率和高等教育

Lowerwagecoststhanadvancedcountries比发达国家更少的工资成本

Alsocallednewlyindustrializingeconomies（NIEs）新兴工业化经济体

Malaysia,Chile,Venezuela,Hungary,Ecuador

（4）High-Incomecountries高收入

GNIpercapita:

$11,456ormore

Alsoknowasadvanced,developed,industrialized,orpostindustrialcountries先进发达工业化和信息化的

Characteristics

Sustainedeconomicgrowththroughdisciplinedinnovation革新让经济不断增长

Servicesectorismorethan50%ofGNI服务行业占GNI一半

5.MistakenAssumptionsAboutLDCs+examplesINBOOKLDCs的错误假设

（1）Thepoorhavenomoney.

Intheaggregate,thebuyingpowerofpoorcommunitiescanbesubstantial.InruralBangladesh,villagersspendconsiderablesumstousevillagephonesoperatedbylocalentrepreneurs.

（2）Thepoorwillnot“waste”moneyonnon-essentialgoods.

eg.PoorconsumersbuyTVsandgasstovestoimprovetheirlives.

（3）Enteringdevelopingmarketsisfruitlessbecausegoodstherearetoocheaptomakeaprofit.

Poorpeopleoftenpayhigherprices.Thereisanopportunityforefficientcompetitorstorealizeattractivemarginsbyofferingqualityandlowprices.

（4）PeopleinBOP（bottomofthepyramid）countriescannotusetechnology.

Ruralresidentscananddolearntousecellphones,PCs,andotherdevices.

（5）GlobalcompaniesdoingbusinessinBOPcountrieswillbeseenasexploitingthepoor.剥削穷人

Informaleconomiesinmanypoorcountriesarehighlyexploitive.Aglobalcompanycanimproveacountry’sstandardoflivingwhileearningareasonableROI.

6.TheTriad

UnitedStates,WesternEurope,andJapan

Represents75%ofworldincome

ExpandedtriadincludesallofNorthAmericaandthePacificRimandmostofEasternEurope

Globalcompaniesshouldbeequallystrongineachpart

7.Productsaturationlevels产品饱和水平

Thepercentageofpotentialbuyersorhouseholdswhoownaproduct

India:

1%ofpeoplehavetelephones

Autos:

1per20,000Chinese;21per100Poles;49per100EUcitizens

Computers:

1PCper6,000Chinese;11PCsperPoles;34PCsperEUcitizen

Lecture2B:

TheGlobalTradeEnvironment:

RegionalMarketCharacteristicsandPreferentialTradeAgreements

1.GATT、WTO

（1）GATT--GeneralAgreementonTariffsandTrade

Treatyamongnationstopromotetradeamongmembersestablishedin1947

•Handledtradedisputes

•Lackedenforcementpower

•ReplacedbyWorldTradeOrganizationin1995

（2）WTO—WorldTradeOrganization

Forumfortrade-relatednegotiationsamong150members

BasedinGeneva

ServesasdisputemediatorthroughDSB（DisputeSettlementBody）

Hasenforcementpowerandcanimposesanctions

2.PreferentialTradeAgreements（PTA）最惠国贸易协定

Apreferentialtradeagreementisamechanismthatconfersspecialtreatmentonselecttradingpartners.PTAsgivepartnersspecialtreatmentandmaydiscriminateagainstothers.注意比较

（1）FreeTradeArea（FTA）自由贸易区

Twoormorecountriesagreetoabolishtariffsandotherbarrierstotradeamongthemselves

Countriescontinueindependenttradepolicieswithcountriesoutsideagreement

Rulesoforiginrequirementsrestricttransshipmentofgoodsfromthecountrywiththelowesttarifftoanother

（2）CustomsUnion关税同盟

Evolutionoffreetradearea

Includestheeliminationofinternalbarrierstotrade（asinFTA）

ANDestablishescommonexternalbarrierstotrade

Ex:

TheEUandTurkey

（3）CommonMarket共同市场

Includestheeliminationofinternalbarrierstotrade（asinfreetradearea）

ANDestablishescommonexternalbarrierstotrade（asincustomsunion）

ANDallowsforthefreemovementoffactorsofproduction,suchaslabor,capital,andinformation

（4）EconomicUnion经济联盟

Includestheeliminationofinternalbarrierstotrade（asinfreetradearea）

ANDestablishescommonexternalbarrierstotrade（asincustomsunion）

ANDallowsforthefreemovementoffactorsofproduction,suchaslabor,capital,andinformation（asincommonmarket）

ANDcoordinatesandharmonizeseconomicandsocialpolicywithintheunion

Lecture3A:

SocialandCulturalEnvironments

1.Materialandnonmaterialculture.物质和非物质文化

Culture—waysofliving,builtupbyagroupofhumanbeings,thataretransmittedfromonegenerationtoanother

（1）Materialculture--Physicalcomponentorphysicalculture物质的

Clothing、Tools.、Decorativeart.、Bodyadornment.、Homes.

（2）Nonmaterialculture--Subjectiveorabstractculture非物质的

Religion、Perceptions.、Attitudes.、Beliefs、Values.

2.Attitudes,beliefs,values

Attitudes—learnedtendencytorespondinaconsistentwaytoagivenobjectorentity存在本质

Belief—anorganizedpattern模式ofknowledgethatanindividualholdstobetrueabouttheworld

Value—enduring不朽belieforfeelingthataspecificmodeofconductispersonallyorsociallypreferabletoanothermodeofconduct

3.Aesthetics美学

Thesenseofwhatisbeautifulandwhatisnotbeautiful

Whatrepresentsgoodtasteasopposedtotastelessnessorevenobscenity低俗

Visual视觉—embodiedinthecolororshapeofa

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