国际市场营销 全球营销学每章课后习题答案.docx

国际市场营销 全球营销学每章课后习题答案.docx

《国际市场营销 全球营销学每章课后习题答案.docx》由会员分享，可在线阅读，更多相关《国际市场营销 全球营销学每章课后习题答案.docx（16页珍藏版）》请在冰豆网上搜索。

国际市场营销全球营销学每章课后习题答案

全球营销学第四版每章课后习题答案

第一章IntroductiontoGlobalMarketing

1.Whatarethebasicgoalsofmarketing?

Arethesegoalsrelevanttoglobalmarketing?

P3

1、Surpassthecompetitionatthetaskofcreatingperceivedvalueforcustomers

2、TheGuidelineisthevalueequation–

Value=Benefits/Price（Money,Time,Effort,Etc.）

P4

2.Whatismeanby“globallocalization”?

（全球本土化策略）IsCoca-Colaaglobalproduct?

Explain.

Thephrase“globallocalization”representsanattempttocapturethespiritoftherallyingcryfororganizationsinthe21stcentury,namely,“thinkglobally,actlocally.”

MostpeoplewillagreethatCoca-Colaisaglobalproductbyvirtueofthefactthatitisavailableinmorethan195countriesinredcansbearingthedistinctivesignaturestyle.Itmustbenoted,however,thatcustomerserviceeffortsareadaptedtotheneedsofparticularmarkets,e.g.,vendingmachinesinJapan.Thus,Coca-Colaisbothglobalandlocal.

3.Describesomeoftheglobalmarketingstrategiesavailabletocompanies.Giveexamplesofcompaniesthatusethedifferentstrategies.

Globalmarketingstrategies:

1.globalmarketparticipationistheextenttowhichacompanyhasoperationsinmajorworldmarkets;2.standardizationversusadaptationistheextenttowhicheachmarketingmixelementcanbestandardizedoradaptedinvariouscountrymarkets;3.concentrationofmarketingactivitiesistheextenttowhichactivitiesrelatedtomarketingmixareperformedinoneorafewcountrylocations;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.

4.HowdotheglobalmarketingstrategiesofHarley-DavidsonandToyotadiffer?

Harley-Davidsonmotorcyclesareknowntheworldoveras“the”all-Americanmotorcycle.Harley’smystiqueandheritageareassociatedwiththeUSA.ThecompanybacksupthispositioningwithexportsfromtwoU.S.manufacturinglocations.Bycontrast,Toyotabuildssomemodels（e.g.,CamryandAvalon）fortheU.S.marketintheU.S.,afactthatToyotastressesinitsAmericanad.Thus,Harley-Davidsonservesglobalmarketswhilesourcinglocally,whileToyota’sstrategycallsforservingworldmarketsandusingtheworldasasourceofsupply.

5.Describethedifferencebetweenethnocentric,polycontric,regiocentric,andgeocentricmanagementorientations.

Thepremiseofanethnocentricorientationisthathomecountryproductsandmanagementprocessesaresuperior.Anethnocentriccompanythatneithersourcesinputsfrom,norseeksmarketopportunitiesintheworldoutsidethehomecountrymaybeclassifiedasandomesticcompany.Acompanythatdoesbusinessabroadwhilestillpresumingthesuperiorityofthehomecountrymaybeclassifiedasaninternationalcompany.Suchacompanywouldrelyonanextensionstrategywherebyitwouldexport,withoutadaptation,productsdesignedforthedomesticmarket.

Thepolycentricorientationthatpredominatesatamultinationalcompanyleadstoaviewoftheworldinwhicheachcountrymarketsisdifferentfromtheothers.Localcountrymanagersoperatingwithahighdegreeofautonomyadaptthemarketingmixinapolycentric,multinationalcompany.Managerswhoareregiocentricorgeocentricintheirorientationsrecognizebothsimilaritiesanddifferencesinworldmarkets.Marketopportunitiesarepursuedusingbothextensionandadaptationstrategies.Theregiocentricandgeocentricorientationsarecharacteristicofglobaltransnationalcompanies.

Or

Ethnocentricorientation:

homecountryissuperiortotherestoftheworld,seessimilaritiesinforeigncountries，leadstoastandardizedorextensionapproach;

Polycentricorientation:

theoppositeofethnocentrism,eachcountryinwhichacompanydoesbusinessisunique,seesdifferencesinforeigncountries,leadstolocalizedoradaptionapproach;Regiocentricorientation:

aregionbecomestherelevantgeographicunit;management`sgoalistodevelopanintegratedregionalstrategy;

Geocentricorientation：

viewstheentireworldasapotentialmarketandstrivestodevelopintegratedworldmarketstrategies.

6.Identifyandbrieflydescribesomeoftheforcesthathaveresultedinincreasedglobalintegrationandthegrowingimportanceofglobalmarketing.

P21+DrivingForces：

Regionaleconomicagreements、Marketneedsandwants、Technology

Transportationandcommunicationimprovements、Productdevelopmentcosts、Quality、Worldeconomictrends、Leverage

RestrainingForces：

Managementmyopia、Organizationalculture、Nationalcontrols

7.Defineleverageandexplainthedifferenttypesofleverageutilizedbycompanieswithglobaloperations.

Defineleverage：

P25

第二章TheGlobalEconomicEnvironment

1.Explainthedifferencebetweenmarketcapitalism,centrallyplannedcapitalism,centrallyplannedsocialism,andmarketsocialism.Giveanexampleofacountrythatillustrateseachtypesofsystem.

Marketcapitalismisaneconomicsysteminwhichindividualsandfirmsallocateresourcesandproductionresourcesareprivatelyowned.（England）.

Centrallyplannedcapitalismisaneconomicsysteminwhichcommandresourceallocationisutilizedextensivelyinanenvironmentofprivateresourceownership.（Sweden）

Centrallyplannedsocialism,inthistypeofeconomicsystem,thestatehasbroadpowerstoservethepublicinterestasitseesfit.（FormerSovietUnion）

Marketsocialism,insuchasystem,marketallocationpoliciesarepermittedwithinanoverallenvironmentofstateownership.（China）

2.WhatisaBEM?

IdentifytheBEMsaccordingtotheirrespectivestagesofeconomicdevelopment.

P53

P56-58

3.Amanufactureofsatellitedishesisassessingtheworldmarketpotentialforhisproducts.Heasksyouifheshouldconsiderdevelopingcountriesaspotentialmarkets.Howwouldyouadvisehim?

Despitethedifficulteconomicconditionsinpartsofdevelopingcountries,manynationswillinvolveintoattractivemarkets.

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

AndP65

4.TurntotheIndexofEconomicFreedom（Table2-1）andidentifywheretheBEMsareranked.Whatdoestheresulttellyouintermsoftherelevanceoftheindextoglobalmarketers?

P52

第三章SocialandCulturalEnvironments

1.Whataresomeoftheelementsthatmakeupculture?

Howdothesefindexpressioninyournativeculture?

CultureisacollectionofValues,beliefs,behaviors,customs,andattitudesthatdistinguishonesocietyfromanother.

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

2.Whatisthedifferencebetweenalow-contextcultureandahigh-contextculture?

Giveanexampleofacountrythatisanexampleofeachtypeandprovideevidenceforyouranswer.

PPT第四章4-6

3.HowcanHofstede’sculturaltypologieshelpWesternmarketersbetterunderstandAsianculture?

P87

4.Explaintheself-referencecriterion（自我参照准则）.GotothelibraryandfindexamplesofproductfailuresthatmighthavebeenavoidedthroughtheapplicationoftheSRC.

Unconsciousreferencetoone’sownculturalvalues;createsculturalmyopia

5.BrieflyexplainthesocialresearchofEverrttRogersregardingdiffusionofinnovations,……

P94

6.CompareandcontrastUSAandJapanintermsoftraditionsandorganizationalbehaviorandnorms.

第四章TheLegalandRegulatoryEnvironmentsofGlobalMarketing

1.Whatissovereignty?

Whatisitanimportantconsiderationinthepoliticalenvironmentofglobalmarketing?

sovereignty

2.Describesomeofthesourcesofpoliticalrisk.Specially,whatformscanpoliticalrisktake?

Tensionbetweenaspirationsandreality

Primarilyoccursinlowerandlower-middleincomecountries

–Indonesiaandeconomiccrisis

Whenpoliticalriskoccursinhighincomecountries,itisgenerallyduetoalong-standingconflict

–NorthernIreland

P142

3.Brieflydescribesomeofthedifferencesbetweenthelegalenvironmentofacountrythatembracescommonlawandonethatobservescivillaw.

4.Globalmarketerscanavoidlegalconflictsbyunderstandingthereasonsconflictsariseinthefirstplace.Identifyanddescribeseverallegalissuesthatrelatetoglobalcommerce.

IntellectualProperty

Antitrust

Contractual

LicensingandTradeSecrets

5.“Seeyouincourt”isonewaytorespondwhenlegalissuesarise.Whatotherapproachesarepossible?

Litigation

Formalarbitration

–Settlesdisputesoutsideofcourt

–Groupsagreetoabidebypanel’sdecision

1958UnitedNationsConventionontheRecognitionandEnforcementofForeignArbitralAwards

–Mostimportanttreatyregardinginternationalarbitration

第五章GlobalInformationSystemsandMarketResearch

1.Explaintwoinformationtechnologyputspowerfultoolsinthehandsofglobalmarketers.

Mod