江蘇理工高杰國(guó)際市場(chǎng)營(yíng)銷考試答案

江蘇理工高杰國(guó)際市場(chǎng)營(yíng)銷考試答案國(guó)際市場(chǎng)營(yíng)銷conceptanalysis(營(yíng)銷特點(diǎn))：①M(fèi)arketingistheactivityofinnovation②Marketingistheprocesstosatisfythedemandofconsumers③Marketingistheprocessofthemanagement④Marketingisthebridgebetweenthesocietyandenterprise⑤Marketingistheuniqueactivityforhumanbeings2.aglobalfirm’smanagement(一個(gè)全球性公司的管理基本條件)：(1)Searchesformarketopportunitiesintheworld,threatsfromcompetitors,sourcesofproducts,rawmaterials,andfinancing,personnel.Inotherwords,ithasglobalvision.(2)Seekstomaintainapresenceinthekeymarket.(3)Looksforsimilarities,notdifferences,amongmarkets.Thisisbecauseallofthemarketingoperationrequiresthecompaniestoinvesttheresourcesandfamiliarmarketscanreducetheexpendituresforthecompanyandmaketheoperationeasier.3.fourforcestopromoteglobalization(全球化四大推動(dòng)力量)(1)Thedevelopmentofthemodernscienceandtechnology,especiallyadvancesincomputerandcommunicationstechnologypermitanincreasingflowofideasandinformationacrossborders,enablingcustomerstolearnaboutforeigngoods.（2）Theprogressivereductionofbarrierstoinvestmentandtradebymostgovernmentsishasteningtheopeningofnewmarketsbyinternationalfirmsthatarebothexportingtothemandbuildingproductionfacilitiesforlocalmanufacture.（3）Thereisatrendtowardtheunificationandsocializationoftheglobalcommunities.(4)Moreandmoregovernmentsrealizethemostimportantmissionforthemistopromotetheeconomicdevelopmentandimprovethedomesticlivingstandardandiftheywanttoreachthegoaltheyhavetouseforeignresources.Cooperationistheonlywaytoachievethe要的生產(chǎn)要素,這是為什么？)（1）nocountrycanprovideallofthenatureresourcesforitseconomicdevelopment.（2）thecompaniesmaylackenoughcapitalandadvancedtechnologies.（3）thecompaniescangetmorebusinessinformation.Thetwoexceptions-JapanandtheUnitedStates.(日本和美國(guó)貿(mào)易方向不一樣產(chǎn)生的原因JapanandtheUnitedStatesisnotthesameasthedirectionofthetrade.)（1）whyJapansellsmoretodevelopingnationsthanmostdevelopednationsdoisthatithashadanextensivedistributionsysteminthesemarketssincetheearly1980s（2）thecountryhasnolocalsourcesofrawmaterials,ithasusedgeneraltradingcompaniestoimportmanyoftheraw（3）AmericanfirmshavesignificantlymoresubsidiariesindevelopingnationsthanJapanesecompaniesdo,thesesubsidiariesarecaptivecustomersfortheirAmericanowners（4）somebuyersinSoutheastAsiancountries,rememberingthatJapanwasanaggressor,prefertobuyfromAmericanfirmsWhoshouldbeyourmajortradingpartners?(選擇貿(mào)易伙伴標(biāo)準(zhǔn)）至少3個(gè)Businessclimateinimportingnationisrelativelyfavorable.Exportandimportregulationsarenotinsurmountable.Thereshouldbenostrongculturalobjectionstobuyingthatnation’sgoods.Satisfactorytransportationfacilitieshavealreadybeenestablished.Lotsofthegovernmentstakevariouscountermeasurestolimittheworldtrade,because:(限制貿(mào)易原因)Theywanttoprotecttheirmarkets.Theywanttoprotecttheiremployment.Theywanttoprotecttheirnationalindustries.(4)Theywanttolimitthecompetitivenessoftheforeigncompanies.Theywanttoimprovetheirfinancialrevenue.Theywanttoprotecttheirenvironmentandnatureresources,etc.Homegovernmentintervention(自己國(guó)家政府的干預(yù)、限制)Embargo（禁運(yùn)）Whilethere’smuchdebateastowhetherembargoesaccomplishtheirpoliticalgoals,there’slittledoubtthattheyhaveadisastrouseffectonexporters.Blockaderunningisrarelypartofanyone’smarketingplanandlong-termriskishigh.Someareignoredafterseveralyearswhileothersarestringentlyenforcedforalongtime.Note:Marketersmustbeawareofthepoliticalenvironmenttheyworkinandbepreparedtocalculate,aswellasmanagerisk.Decisionmakingconcern(進(jìn)入國(guó)外市場(chǎng)所需要考慮的因素）至少5個(gè)(1)WillIbeabletogetmyprice?(2)Ifexporting,canlettersofcreditbesecured?Canproperinsurancebeobtainedinthetargetmarket?Isthetargetinfrastructurecapableofhandlingmyproduct?Willtheforeigngovernmentgiveusfairtreatment?CanIcontroldistribution?(7)IfIhavetouselocaldistributors,aretheytrustworthy?Reasonsforinvestingoverseas(海外投資的原因)至少5個(gè)enternewmarketsnewmarketcreationfaster-growingmarketsimprovedcommunicationsDownstreammarketsfollowcustomersoverseas15.followcustomersoversea(案例分析)（1）Servicecompanies(accounting,advertising,marketingresearch,banks,law)willestablishforeignoperationsinmarketswheretheirprincipalcustomersare,topreventcompetitorsfromgainingaccesstothem.16.Exporting(概念)Exportingmeansthesaleinaforeignmarketofanitemproduced,storedorprocessedinthesupplyingfirm’shomecountry,asopposedtothesupplierbeinginvolvedinforeignmanufactureorprocessingofgoods.17.Indirectexporting(間接出口的概念)Indirectexporting,isalsocalledinactiveexporting,issimplerthandirectexportingbecauseitrequiresneitherspecialexpertisenorlargecashoutlays.Whymanycompaniesbegininthismannergenerallychangetodirectexporting?(間接出口劣勢(shì)的原因)（1）theywillpayacommissiontothefirstthreekindsofexporters（2）foreignbusinesscanbelostifexportersdecidetochangetheirsourcesofsupply（3）firmsgainlittleexperiencefromthesetransactions18.Advantagesanddisadvantagesofjointventure(合資企業(yè)的優(yōu)缺點(diǎn))優(yōu)點(diǎn):(1)Lesscommitmentoffinancialandmanagerialresources.(2)Lessrisk缺點(diǎn):(1)Profitsmustbeshared.(2)Lackofcontroloverthejointventure.Ifthelawallowstheforeigninvestorstohavenomorethana49percentparticipation,theymaynothavecontrol.19.Managementcontract（合同管理概念）Themanagementcontractisanarrangementunderwhichacompanyprovidesmanagerialknow-howinsomeorallfunctionalareastoanotherpartyforafeethatrangesfrom2to5percentsofsales.20.licensing（許可經(jīng)營(yíng)概念）Bymeansofalicensingagreement,onefirm(thelicensor)willgranttoanotherfirm(thelicensee)therighttouseanykindofexpertise,suchasmanufacturingprocesses(patentedorunpatented),marketingprocedures,andtrademarksforoneormoreofthelicensor’sproducts.21.Franchising（特許經(jīng)營(yíng)概念）Franchisingpermitsthefranchiseetosellproductsorservicesunderahighlypublicizedbrandnameandawell-provensetofprocedureswithacarefullydevelopedandcontrolledmarketingstrategy22,initialscreening-basicneedpotential第一次篩選——市場(chǎng)潛力及原因第一次篩選的內(nèi)容：Aninitialscreeningbasedonthebasicneedpotentialisalogicalfirststep,becauseiftheneedislacking,noreasonableexpenditureofeffortandmoneywillenablethefirmtomarketitsgoodsorservices.原因：Thebasicneedpotentialofcertaingoodsisdependentonvariousphysicalforces,suchasclimate,topography,ornaturalresources.Ifthefirmproducesairconditioners,theanalystwilllookforcountrieswithwarmclimates.ManufacturersoflargefarmtractorswouldnotconsiderSwitzerlandalikelyprospect,becauseofitsmountainousterrain,andonlycountriesknowntopossessgolddepositswouldbepotentialcustomersforgold-dredgingequipment.23.Imporsdon’tcompletelymeasuremarketpotential（進(jìn)口不代表市場(chǎng)及原因）Amyriadofreasonsisresponsible,amongthose,alackofforeignexchange,highprice（dutiesandmarkups）,andpoliticalpressures.Moreover,importdataindicatesonlythatacountryhasbeenbuyingcertainproductsabroadanddoesnotguaranteethatitwillcontinuetodoso.Managementknowsthatacompetitormaydecidetoproducelocally,which,inmanymarkets,willcauseimportstocease.24.MarketindicatorsMarketsize:Marketsizeshowstherelativesizeofeachmarketasapercentageofthetotalworldmarket.Marketintensity:marketintensitymeasuresthedegreeofconcentratedpurchasingpowerthemarketrepresentswhencomparedtotheworldintensityof100.Marketgrowth:marketgrowthisaaverageofthepercentagegrowthofthefollowingindicatorsoverthepastfiveyears:population,steelconsumption,electricityproduction,andownershipofcars,trucks,buses,andtelevisionsets.25.Government-sponsoredtrademissionsandtradefairs(為什么國(guó)內(nèi)企業(yè)一定要參與國(guó)際代表團(tuán)、展會(huì)等)Becauseofdiscountedairfares,hotels,andsoforth,thecosttothefirmislessthanwhatitwouldpayifitwentonitsown.Moreover,theimpactofagroupvisitisgreaterthanitisforanindividual.Beforeamission’sarrival,consulateorembassyofficialspublicizethevisitandmakecontactwithlocalcompaniestheybelieveareinterested.Stategovernments,tradeassociations,chambersofcommerce,andotherexport-orientedorganizationsalsoorganizetrademissions.26.Thebenefitsfromstandardizationofthemarketing?標(biāo)準(zhǔn)化的好處體現(xiàn)在？Insummary,thebenefitsfromstandardizationofthemarketingmixare①lowercosts,②easiercontrolandcoordinationfromheadquarters,and③reductionofthetimeconsumedinpreparingthemarketingplan27.Totalandphysicalproduct(整體產(chǎn)品的概念與區(qū)別)？Muchoftheconfusionintheongoingdiscussionaboutwhetheraglobalfirmcanhaveglobalproductsresultsfromthediscussantsnotclarifyingwhethertheyarereferringtothetotalproduct,thephysicalproduct,orthebrandname.Forexample,Cocacolaisalwaysofferedasanexampleofaglobalproduct,anditistruethatthetotalproductandthebrandareglobal.However,thephysicalproductismultinational;itssweetnessvariesaccordingtolocaltastes,evenintheUnitedStates.28.Typeofproduct:Industrialproducts,consumerproducts,services29.Economicforces(國(guó)家之間經(jīng)濟(jì)狀況/因素是如何影響國(guó)際產(chǎn)品的)（1）pooreconomiesoftensignifypoorinfrastructure（2）thelackofaconstantsupplyofelectricity（3）marketsizeinfluencestheproductmix30.Conceptunderstanding：Promotion，oneofthebasicelementsofthemarketingmix,isthecommunicationthatsecuresanunderstandingbetweenafirmanditspublic.31.6種促銷戰(zhàn)略選擇（Thefollowingsixstrategiesaremostcommonlyused.)Sameproduct------samemessage(2)Sameproduct------differentmessage(3)Productadaptation-----samemessage(4)Productadaptation-----messageadaptation(5)Differentproduct-----samemessage(6)Differentproductforthesameuse-----differentmessage32.Globalandregionalbrands(為什么要?jiǎng)?chuàng)建全球地區(qū)品牌？)(1)costisoftenthemostcitedreason(2)thereisabetterchanceofobtainingoneregionalsourcetodohigh-qualityworkthanattemptingtofindsourcesinvariouscountriesthatwillworkatthesamehighstandard(3)somemarketingmanagerspreferthattheircompanieshaveasingleimagethroughoutaregion(4)companiesestablishregionalizedorganizationswheremanyfunctions(5)globalandregionalsatelliteandcabletelevisionarebecomingavailable33.選擇代理商理由(Howtochooseagencies)選擇國(guó)內(nèi)/國(guó)外各有什么樣的例子？Argumentforusingthedomesticagencies:Theyarealreadyfamiliarwiththemarketer’sproductandimage.B.Theyhaveanexistingrelationshipwithmanagement.C.Theymaybewillingtodiscounttheirservicesinordertoreceiveanopportunitytooperateontheinternationalfront.D.Theywillbeabletoprovidelong-termcostsavingsincedomesticandinternationaleffortsandstaffingarecombined.(2)Argumentagainstusingthedomesticagencies:Theymayhavenoexperiencewithconsumerhabitsinthetargetmarket.Theymaylacktheculturalandlinguisticskillsnecessarytoreachthenewmarketsegment.Theymaylackthemediaconnectionsneededtogetthebestprices.Theymaybeunfamiliarwithlocallawsandpoliticsregardingforeigncompanies.(3)Argumentsforusingthelocalagencies:A.Theymayhavestronglocalpoliticalconnectionsandknowledge.B.Theyareintimatelyfamiliarwiththeconsumerhabitsofthetargetedsegments.C.Theysharetheculturalandlinguisticbackgroundofthetargetedsegments.D.Theycanofferadditionalinputaboutlocalstandardsforproductadaptation.E.Theycurrentlyoperatewithallofthenecessarymediainthelocalmarket.F.Theymayoffersubstantialdiscountsinordertosignupaforeignclient.Argumentsagainstusingthelocalagencies:A.Theymaylackthetechnicalsophisticationnecessarytoservetheforeigncompany.B.Theyhavelittleknowledgeofthecompany’simageormanagementstyle.C.Theyhavelittlestakeinmaintainingthecompany’sinternationalbrandequity.D.Theycannotalwaysofferthesavingsthatcomefromtheeconomiesofscaleofferedbylarge,globalfirms.E.Theymayattemptto“gouge”theforeignfirmwithmulti-tierpricing.F.Theymaybeasunfamiliarwiththeproductaslocalconsumersare.Argumentsforusingaffiliateagency:A.Theyalreadyhave,orhaveaccessto,theleveloftechnicalsophisticationneededbymostinternationalcompanies.B.Theyhavethenecessaryculturalandlinguisticskillsforthenewmarket.C.The