国际市场营销重点解析.docx

国际市场营销重点解析.docx

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国际市场营销重点解析

1.India,Russia,China,BrazilareingroupcountrieswhichareinthesameUnionnamed…BRIC金砖四国

2.Monochromeandpolychromedefinitions

Polychromeculturesincross-culturalcommunicationmeanstypeofcultureswhererepresentativesusuallytryingtodocoupleandmorebusinessesatthesametime.

Monochromeculturesincross-culturalcommunicationmeanstypeofcultureswhererepresentativesusuallytoconcentrateondoingbusinesses“Step-by-step”,ororganizedoingbusinessaccordingthemostlogicalway.

3.Indevelopingcountriesconsumersmostlyprefer:

Theypreferglobalproductsfromthedevelopedcountriesandthegoodsofnationalcharacteristicsfromtheirowncountry

4.Whichkindsofcrisisarenotnaturaldisasterscrisis？

FinancialcrisisEconomicalcrisis

5.WhatisthemostfamousFranchiserintheWorld？

Mcdonald`s

（shouldfollowthestandardofthequalityoftheproduct）（contractmanufacturingdon’tcaretheprocedurebuttheresult）

6.Theriskofaninvestmentthathasapredeterminedmaximumdownsidepotential,whichisusuallytheinitialamountinvestedis

7.Thestepsorstrategiesimplementedbyfirmstodeterminetheoptimumpriceofaproduct.

Costversusmarketbasedapproach基于成本与市场

●Newproductpricing:

skimmingversuspenetrationpricing

新产品定价:

略读与渗透定价法

●Standardizationversusadaptationapproach标准化与自适应方法

●Centralizedversusdecentralizedapproach集中与分散处理的办法

●Preparednessforinternationalizationandindustryglobalization:

pricingstrategyprototypes国际化和产业的全球化准备:

定价战略原型

8.WhatisaproductontheFOREXmarket?

Currencies

（FX）usuallyreferstoexpressedinforeigncurrenciescanbeusedforinternationalsettlementofallkindsofmeansofpayment.Include:

foreigncurrency,foreigncurrencydeposit,foreigncurrencysecuritiesandforeigncurrencypaymentvoucher.

9.WhatisWTO？

TheWorldTradeOrganization（WTO）istheonlyglobalinternationalorganizationdealingwiththerulesoftradebetweennations.

10.WhichcountryisnotmemberofWTO?

建议注意：

越南，朝鲜，斯坦系列（除了巴基斯坦）

People'sDemocraticRepublicofAlgeriaIslamicRepublicofIranRepublicoftheSudan阿尔及利亚人民民主共和国伊朗伊斯兰共和国苏丹共和国

11.WhatisBrand?

Uniquedesign,sign,symbol,words,oracombinationofthese,employedincreatinganimagethatidentifiesaproductanddifferentiatesitfromitscompetitors.

（Guidelinesforsuccessofaglobalbrand:

1.Recognition2.Consistency3.Emotion4.Uniqueness

5.Adaptability6.Management）

12.WhatisSlogan?

Asloganisanoun，usuallyrepeatedandpersuasivethatcreatesamemorablecatchphrase，motto，orjingle，thatexpressesaparticularaimorconcept。

InbusinessAsloganisasentenceplacedafteryourcompanynameorproductnamethathelpstogiveitanidentityandapositiveimage。

13.WhatisDesign?

Designisthecreationofaplanorconventionfortheconstructionofanobjectorasystem

14.Partsofdistributionchannelchain?

Manufacturers,merchants（intermediaryandagentmiddlemen）,theconsumer制造商、商人（中间商和代理中间商）、消费者

15.Elementsof4PS?

1.Promotion2.Price3.Product4.Place

16.WhatisEthnocentrism?

Ethnocentricisafocusonthehomemarket

●Consumersbeliefabouttheethicsofbuyingforeignproducts

●Ethnocentricconsumersareproudofbrandsandsymbolsoftheirowncountry

●Ethnocentricconsumersarelessopentoforeignculturesandcosmopolitanism

17.Modesofmarket-entry.

<1>export-basedmode

<2>contract-basedmode

<3>equity-basedmodes

18.Whoislicenser?

Whoislicensee？

认可者是谁?

被许可方是谁

Forafee,thelicensorallowsthelicenseetouseintellectualpropertytogainpresenceinthemarketscoveredbythelicensee。

Smallupfrontcost/riskforlicensee

Royaltiescantranslateintodirectprofitforlicensor

（Licenserselllicensetolicensee）（licenseedon’tcare/responsibleofthequalityoftheproduct）

收费的,许可人允许被许可人使用知识产权获得市场由被许可人的存在

小的前期成本/被许可方的风险

版税许可方可以转化为直接利润

（许可销售许可被许可人）（被许可方不在乎/负责产品的质量）

19.FormsofInternationalJointVentures?

<1>Twoormorecompaniesfromthesamecountryformanalliancetoenteranothercountry

<2>Anoverseascompanyjoinsalocalcompanytoenteritsdomesticmarket

<3>FirmsfromtwoormorecountriesbandtogetherinaJVformedinathirdcountry.

<4>Foreignprivatebusinessandagovernmentagreetojoinforcesinapursuitofmutualinterests

<5>AforeignprivatefirmentersintoaJVwithagovernment-ownedfirmtoenterintoathirdnationalmarket

20.Globalvision?

Theabilitytolookintothefutureorthecapacitytovisualizetheimagethatthecompanyisseekingtocreateonaworld-widebasis.

21.Localvision?

22.Factorswhichareinfluencingpricingdecisions

<1>competitivefactors

<2>consumerfactors

<3>productfactorsanddistributionchannels

<4>countriesfactors

<5>companyfactors（strategiclevel）

23.ConcentrationStrategy.

Companyfocusesintenselyononesegmentofthemarketanddesignsitsmarketingeffortswiththatsegmentinmind

Decreasedcompetitionanddominantshareare‘pros’

But,lackof‘portfoliodiversification’meansgreaterfinancialrisk

24.GoalofanSTPstrategy

Toidentifyandengagetherightcustomersegments,butalsotopreservethetrueidentityofthebrandwhileansweringtheneedtopositionitinverycustomized,segment-specificcommunications

25.Segment（definition）

Segmentisagroupofcustomerswithcommonneeds,valuesandresponsivenesstomarketingvariables（homogeneousclusters）

26.Brandproduct（definition）

Strategybasedonadirectlinkbetweenabrandandaspecificproduct

27.Culturalmacro-segmentation

identificationofgroupsofcountriesthataresimilarintermsofsomemacroindicatorsorintermsofculture

（2）Thevariablesthatcanbeusedare:

<1>economy

<2>geography

<3>politics

<4>religion

<5>cultur

28.Stagesofproductlifecycle

Productdevelopmentstage产品开发阶段

Introductionphase介绍阶段

Developmentphase开发阶段

Maturityphase成熟阶段

Declinephase下降阶段

29.Influencingpricesdecisions（5）

•Competitivefactors

•Consumerfactors

•ProductfactorsanddistributionChannels产品因素和分销渠道

•Countryfactors

•Companyfactors（strategiclevel）

30.Ingredientbrand（definition）

Additionalbrandaboutadifferentversionofaspecificproductoran“ingredient“

31.Price（definition）

Priceisatangiblevalueofanoffercreatedthroughproduct,distributionandcommunicationdecisions。

（Pricingdecisionsareintrinsicallytiedtoothermarketingmixvariables.

Inaglobalcontext,thepricethataproductcangaininthemarketoftendeterminesitsdevelopment）价格是报价的有形资产的价值通过产品,分销和沟通决定

定价决策是本质上与其他营销组合变量。

在全球背景下,产品在市场上可以获得的价格往往决定了它的发展

32.Globalization（definition）

Globalizationisaprocessofinteractionandintegrationdrivenbyinternationaltrade

33.Marketing（definition）

Marketingisasocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andexchangingproductsandservicesofvaluefreelywithothers.营销是一个社会过程,个人和团体获得他们所需要的,并希望通过创造,提供和交换产品和服务的价值与他人自由。

Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalgoals.营销是计划和执行的过程的概念、定价、促销和分销的想法,商品,,和服务创建交流,满足个人和组织目标。

MarketPotential:

isthelevelofdemandthatwouldexistifallpeoplewhoexpresstheneedfortheproductwouldbuyandusetheproductinthemaximumquantityavailable

34.Marketpotentialformula

MPts=（NtsxPt）xFtsxDts

N=numberofpotentialcustomers

P=percentageofpotentialcustomerswithdiscretionaryincomelevelfortheproductcategory

D=dosage（quantityperuse）

F=Frequence

s=marketspace

t=timeperiod

☉35.Marketshareanalysis

☉StrategicAlliances（definition）

Astrategicallianceisaformal,contractualrelationshipbetweentwoormorefirmsthatshareresourcestopursueacommongoal.

▪Vertical

Firmsfromdifferentindustriescooperate

▪Horizontal

Firmsarefromthesameindustry（没有垄断）

☉1印度、俄罗斯、中国、巴西是在集团国家在同一个联盟命名…

☉2单色和彩色的定义

☉3发展中国家的消费者大多喜欢:

☉4哪种危机不是自然灾害危机?

☉5什么是世界上最著名的经销商吗

☉6投资的风险有一个预定的最大缺点潜力,通常初始投资额

☉7公司或策略实施的步骤来确定产品的最优价格。

☉8什么是外汇市场上的产品?

外汇foreignexchange（FX市场）通常指以外国货币表示的可用于国际结算的各种支付手段。

包括：

外国货币、外币存款、外币有价证券（政府公债、国库券、公司债券、股票等）、外币支付凭证（票据、银行存款凭证、邮政储蓄凭证等）。

☉9世贸组织是什么

☉10哪个国家不是世贸组织成员?

☉11品牌是什么?

☉12口号是什么?

☉13设计是什么?

☉14地区分销渠道链？

☉15、4ps的元素?

☉16、种族中心主义是什么?

☉17、掉期交易模式。

☉18、认可者是谁?

被许可方是谁

☉19、形式的国际合资企业?

☉20、全球视野?

☉21、当地的愿景吗?

☉22、影响定价的决定因素

☉23集中策略。

☉24、STP战略的目标

☉25市场细分的（定义）

☉26品牌产品（定义）

☉27文化的宏观细分？

？

？

macro-segmentation

☉28产品生命周期阶段

☉29影响价格的决定（5）

☉30成分品牌（定义）

☉31价格（定义）

☉32全球化（定义）

☉33营销（定义）

☉34市场潜力的公式

☉35市场份额分析

▪Positiveeffectsoffinancialcrisis:

1.helpfultocleanthemarket

2.giveopportunitiestoenlargebusiness

3.togetthecompetitiveadvantages

▪Negativeeffectsoffinancialcrisis:

1.Bankrupting2.unempolyment3.economicdepression

▪Globalmarketsegmentcriteria

Criteriatouseinformingthesegment:

1.Measurable:

Size,purchasingpower,andprofileofsegment

2.Differentiable:

Responddifferentlychangesinthemarketingmix

3.Accessible:

canbereachedandserved

4.Substantial:

Largeandprofitableenoughtoserve

5.Actionable:

stableenoughtoallowforpropertargetingandmeasurableresponse

Criteriatochoosesegments（补考）

1.Marketsize2.Growthrate3.Competitiveposition

4.Marketaccessibility5.Customerfit

▪Concentrated&CustomizedApproaches

Concentrated（NicheTargeting）

---Companyfocusesintenselyononesegmentofthemarketanddesignsitsmarketingeffortswiththatsegmentinmind

1.Decreasedcompetitionanddominantshareare‘pros’

2.But,lackof‘portfoliodiversification’meansgreaterfinancialrisk

Customized（Micromarketing）

---Deepersegmentationofthetargetmarketandmorenuancedandspecializedproductsandmarketingcam