marketing（国内市场营销和国际营销之间的差异）至少5个
Domesticmarketing:
（1）Businessistransactedinasinglecurrency.
（2）Marketsegmentationoccurswithinasinglecountry-
（3）Businesslawsandregulationsareimmediateanddirect.
（4）Businessisconductedinasinglelanguage.
（5）Businessriskcanusuallybeidentifiedandassessed.
Internationalmarketing:
（1）Manycurrenciesinvolved,withwideexchangeratefluctuations.
（2）Marketsegmentsmightbedefinedacrosstheconsumersofthesametypeinmanydifferentcountries.
（3）Foreignlawsandregulationsmightnotbeclear.
（4）Multinationalcommunicationisrequired.
（5）Distributionandcreditcontrolmaybeextremelycomplex
6.Theexternalforcesarecommonlycalleduncontrollableforcesandconsistofthefollowing.（不可控因素）至少5个
（1）Competitive-kindsandnumbersofcompetitors,theirlocations.andtheiractivities.
（2）Distributive-nationalandinternationalagenciesavailablefordistributinggoodsandservices.
（3）Economic-variables（suchasGNRunitlaborcost,andpersonalconsumptionexpenditure）thatinfluenceafirm'sabilitytodobusiness.
（4）Socioeconomic-characteristicsanddistributionofhumanpopulation.
（5）Financial-variablessuchasinterestrates,inflationrates,andtaxation.
（6）Legal-themanykindsofforeignanddomesticlawsbywhichinternationalfirmsmustoperate.
litisveryimpossibleforanycompanytomakegreatbusinessachievementifitdoesnottakeanyinternationalactivities.Thisisbecause?
（如果不采取任何国际活动，那么任何公司都可能造就伟大的
商业成就。
这是因为?
）
（1）Thecompanieshavetocomplywiththedevelopmenttrendofthewoldeconomy.
（2）Theinternationalmarketwillprovideimportantproductionfactorsforthecompanies.
（3）Totaketheinternationalmarketingmakesthecompaniesbreakthetradebarriersandexpandtheexport.
s.Theinternationalmarketwillprovideimportantproductionfactors
forthecompanies,Thisisbecause?
（国际市场将为公司提供重要的生产要素，这是为什么？
）
（1）nocountrycanprovideallofthenatureresourcesforitseconomicdevelopment.
（2）thecompaniesmaylackenoughcapitalandadvancedtechnologies.
（3）thecompaniescangetmorebusinessinformation.
9.Thetwoexceptions-JapanandtheUnitedStates.（日本和美国贸易方向不一样产生的原因JapanandtheUnitedStatesisnotthesame
asthedirectionofthetrade.）
（1）whyJapansellsmoretodevelopingnationsthanmostdevelopednationsdoisthatithashadanextensivedistributionsysteminthesemarketssincetheearly1980s
（2）thecountryhasnolocalsourcesofrawmaterials,ithasusedgeneraltradingcompaniestoimportmanyoftheraw
（3）AmericanfirmshavesignificantlymoresubsidiariesindevelopingnationsthanJapanesecompaniesdo,thesesubsidiariesarecaptivecustomersfortheirAmericanowners
（4）somebuyersinSoutheastAsiancountries,rememberingthatJapanwasanaggressor,prefertobuyfromAmericanfirms
lO.Whoshouldbeyourmajortradingpartners?
（选择贸易伙伴标准）
至少3个
（1）Businessclimateinimportingnationisrelativelyfavorable.
（2）Exportandimportregulationsarenotinsurmountable.
（3）Thereshouldbenostrongculturalobjectionstobuyingthatnation'sgoods.
（4）Satisfactorytransportationfacilitieshavealreadybeenestablished.
11.Lotsofthegovernmentstakevariouscountermeasurestolimitthe
worldtrade,because:
（限制贸易原因）
（1）Theywanttoprotecttheirmarkets.
（2）Theywanttoprotecttheiremployment.
（3）Theywanttoprotecttheirnationalindustries.
（4）Theywanttolimitthecompetitivenessoftheforeigncompanies.
（5）Theywanttoimprovetheirfinancialrevenue.
（6）Theywanttoprotecttheirenvironmentandnatureresources,etc.
ii.Homegovernmentintervention（自己国家政府的干预、限制）
①Embargo（禁运）
Whilethere'smuchdebateastowhetherembargoesaccomplishtheirpoliticalgoals,there'slittledoubtthattheyhaveadisastrouseffectonexporters.
Blockaderunningisrarelypartofanyone'smarketingplanandlong-termriskishigh.Someareignoredafterseveralyearswhileothersarestringentlyenforcedforalongtime.
Note:
Marketersmustbeawareofthepoliticalenvironmenttheyworkinandbepreparedtocalculate,aswellasmanagerisk.
B.Decisionmakingconcern（进入国外市场所需要考虑的因素）至少5
（1）WillIbeabletogetmyprice?
（2）Ifexporting,canlettersofcreditbesecured?
（3）Canproperinsurancebeobtainedinthetargetmarket?
（4）Isthetargetinfrastructurecapableofhandlingmyproduct?
（5）Willtheforeigngovemmentgiveusfairtreatment?
（6）CanIcontroldistribution?
（7）IfIhavetouselocaldistributors,aretheytrustworthy?
14.Reasonsforinvestingoverseas（海外投资的原因）至少5个
（1）enternewmarkets
（2）newmarketcreation
（3）faster-growingmarkets
（4）improvedcommunications
（5）Downstreammarkets
（6）followcustomersoverseas
15.followcustomersoversea（案例分析）
（1）Servicecompanies（accounting,advertising,marketingresearch,banks,law）willestablishforeignoperationsinmarketswheretheirprincipalcustomersare,topreventcompetitorsfromgainingaccesstothem.
16.Exporting（概念）
Exportingmeansthesaleinaforeignmarketofanitemproduced,storedorprocessedinthesupplyingfirm'shomecountry,asopposedtothesupplierbeinginvolvedinforeignmanufactureorprocessingofgoods.
17.1ndirectexporting（间接出口的概念）
Indirectexporting,isalsocalledinactiveexporting,issimplerthandirectexportingbecauseitrequiresneitherspecialexpertisenorlargecashoutlays.
②Whymanycompaniesbegininthismannergenerallychangetodirectexporting?
（间接出口劣势的原因）
（1）theywillpayacommissiontothefirstthreekindsofexporters
（2）foreignbusinesscanbelostifexportersdecidetochangetheirsourcesofsupply
（3）firmsgainlittleexperiencefromthesetransactions
18.Advantagesanddisadvantagesofjointventure（合资企业的优缺
点）
优点:
⑴Lesscommitmentoffinancialandmanagerialresources.
（2）Lessrisk
缺点:
（l）Profitsmustbeshared.
（2）Lackofcontroloverthejointventure.Ifthelawallowstheforeigninvestorstohaveno
morethana49percentparticipation,theymaynothavecontrol.
19>Managementcontract（合同管理概念）
Themanagementcontractisanarrangementunderwhichacompanyprovidesmanagerialknow-howinsomeorallfunctionalareastoanotherpartyforafeethatrangesfrom2to5percentsofsales.
20.1icensing（许可经营概念）
Bymeansofalicensingagreement,onefirm（thelicensor）willgranttoanotherfirm（thelicensee）therighttouseanykindofexpertise,suchasmanufacturingprocesses（patentedorunpatcntcd）,marketingprocedures,andtrademarksforoneormoreofthelicensor'sproducts.
Franchisingpermitsthefranchiseetosellproductsorservicesunderahighlypublicizedbrandnameandawell-provensetofprocedureswithacarefullydevelopedandcontrolledmarketingstrategy
229initialscreening-basicneedpotential第一次筛选市场潜力及
原因第一次筛选的内容：
Aninitialscreeningbasedonthebasicneedpotentialisalogicalfirststep,becauseiftheneedislacking,noreasonableexpenditureofeffortandmoneywillenablethefirmtomarketitsgoodsorservices.
原因：
Thebasicneedpotentialofcertaingoodsisdependentonvariousphysicalforces,suchasclimate,topography,ornaturalresources.Ifthefirmproducesairconditioners,theanalystwilllookforcountrieswithwarmclimates.ManufacturersoflargefarmtractorswouldnotconsiderSwitzerlandalikelyprospect,becauseofitsmountainousterrain,andonlycountriesknowntopossessgolddepositswouldbepotentialcustomersforgold-dredgingequipment.
23.1mporsdon^tcompletelymeasuremark
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