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