1、四川大学经济学院 国际市场营销双语课程期末复习20082009学年度第一学期国际市场营销（双语）期末复习任课老师：赵智 上课时间：周五第四大节题型：1、名词解释（每题5分，共20分）2、不定项选择题（每题2分，共20分）3、简答题（每题10分，共40分）4、论述题（共20分）复习重点：（名词、简答、多选的重点全部在以下资料中）第一部分：市场营销与国际市场营销1.Marketing: Marketing is the process of planning and executing the conception, pricing, promotion and distribution of i
2、deas, goods &services to create exchanges that satisfy individual and organizational goals 2.Business orientations: Production 生产导向（一般是垄断地位的公司） Product 产品导向：注重产品的质量、技术（一般是高技术公司） Selling 推销导向：降价，急于在短期内将东西卖出去 Marketing 营销导向（研究重点） Society Marketing3.The marketing Mix: is the set of controllable tactica
3、l marketing tools, that the firm blends to produce the response it wants in the target market. Marketing Mix is the core of morden marketing.4.4Ps(1)Product developing the right “product” for the target market(2)Price is the amount of money customs have to pay to obtain the productA. The only elemen
4、t in the marketing mix that produces revenueB. Most flexible elements of the marketing mix(3)Promotion means activities that communicate the merits of product and persuade target customs to buy it.A. personal sellingB. mass selling C. sales promotionD. public relationE. direct marketing(4)Place is c
5、oncerned with all the decisions involved in getting the “right” product to the target markets place.5.Target market selection(8Os)Occupants Objects Occasions OppositionOperations Organizations Outlets Objectives6.International marketing: is defined as the performance of business activities designed
6、to plan, price, promote, and direct the flow of a companys goods and services to consumers or users in more than one nation for a profit7.differentiation between marketing and international marketing（重点问题，简答）(1)Environment in more than one country国内计划在国际环境中会有影响、改变削弱，是不可控的。唯一可做的是利用那些可控的，以适应新的国际环境或当地环
7、境。(2)Degree of resource utilization resource allocation in two or more countries利用国际分工，利用比较优势，相对优势。(3)Tactics using different tactics according to the different environment(4)Difficulty in marketing management management involving all the activities with the crossing border of the product(5)Degree o
8、f risks国内：本币计价国外：汇率波动8. differentiation between marketing and international tradeInternational tradeInternational MarketingMotivationComparative advantageCompany decisionBusiness rangeIN-OUTOUTTransaction participantscountriesEnterpriseCommodity circulation pattern commodity crossing bordersActualIn
9、dentinite9.The total environment(1)decision area controllable(2)environmental elements at home uncontrollable(3)element of the foreign environmental uncontrollableenvironmental elements at home(Aspects of the Domestic environment)：Political/Legal forceEconomic climateCompetitive structureAspects of
10、the Foreign environment:Political/LegalEconomic forcesCultural forcesGeography and infrastructureStructure of distributionLevel of technologyCompetitive forces10.Stages of international Marketing(1)No direct Foreign Marketing Sales may be made to trading companies as well as foreign customers who co
11、me directly to the firm.(2)Infrequent Foreign Marketing Temporary surpluses caused by variations in the production levels or demanded may result in infrequent Foreign Marketing(3)Regular Foreign Marketing At this level, the firm has permanent productive capacity devoted to the production of goods to
12、 be marked in foreign markets(4)International Marketing Companies in this stage are fully committed and involved in international marketing activities.(5)Global Marketing the most profound change is the orientation of the company toward markets and associated planning activities.11.Strategic Orienta
13、tion(1)Domestic Marketing Extension The domestic company seeking sales extension of its domestic products into foreign markets illustrates this orientation to international marketing.(2)Multi-Domestic Marketing A company guided by this concept has a strong sense that country markets are vastly diffe
14、rent and that market success. Requires an almost independent program for each country(3)Global Marketing A companys marketing activity is global. Frim with this orientation is geocentric（全球中心导向） The point is, being global is a mindset, a way of looking at the market for commonalities that can be sta
15、ndardized across region or country-market sets.12.（补） Blending the marketing Mix: All the elements in the marketing mix must support each other. If they conflict , target markets will be confused and objectives will not be met.第二部分：国际市场营销的环境分析1.Culture: is the sum of the values, rituals, symbols, be
16、liefs and thought processes that are learned, shared by a group of people, and transmitted from generation and generationCore culture and Sub cultureCore culture（核心文化）：公有价值观Sub culture：亚文化注：当我们全体大众接纳Sub culture，Sub culture文化就变成了Core culture2.Six rules which serves as a summary of how culture and its
17、 appreciation may serve as a tool to ensure marketing（简答）(1)Embrace local culture Many corporate credos include a promise to be the best possible corporate citizens in every community in which they operate(2) Build relationship Each market has its own unique set of continents who need to be identifi
18、ed and natured(3)Employ locals to gain cultural knowledge Employing locals will give a marketer a valuable asset in market development(4)Help employees understand you The single best way to understand a marketing is to grow with it by developing human resources & business partnerships (5)Adopt produ
19、cts and processes to local markets Nowhere is a commitment to local marketing as evident as in its product offering (6)Coordinate by regionThe transfer of best practice is critical, especially in areas that have cultural similarities3.Religion and international marketing(1)Religions discipline and c
20、ultural inclination affects consumer buying behavior(2)Religions festivals and holidays are best selling periods(3)Religions is an important element in international market segmentation4.Social institution including social strata and social organization, all affect the ways in which people relate to
21、 one another, organize their activities to live in harmony with one another, teach acceptable behavior to succeeding generations , and govern themselves.5.Economic environment and Five stages(1)The firms are affected by changes in their macroeconomic environment. Many companies are characterized by
22、recurring cycles of boom & slump.(2)Five stagesA. The traditional societySociety narrow domestic marketB. The pre-condition take off Several capital goods and consumer goodsC. The take offIncreasing demand levelD .The drive to maturityNew industrial goods markets increasing propaganda costs and othe
23、r marketing expendituresE. The age of High mass consumptionHigh services consumption expenditures Conditions for take off Investment rate above 10% Sound politicalsocial structure Rapid development in some manufacturing sectors6.Economy characteristics(1)Population one of the most basic indicates of
24、 market sizeA total population indicative of the potential demand for certain staple itemsB. population density relative in the difficulty in entering a marketC. population age mix(6 age groups)Preschoolschool-age Childrenteensyoung adults aged 25 to 39Middle-aged adults aged 40 to 64Older adults ag
25、ed 65 and up D. Natural growth rate of population a dynamic index(2)Income Apart from basic staple items, income is most indicative of the market potential for most consumer & industrial products & services(3)InfrastructureTransportation,communication,energy,distributing,information,financing(4)Natu
26、ral conditionsNatural factors like climate, topography, natural resources. Natural conditions also determine the countrys purchasing power(5)Degree of urbanizationGreat different between urban consumers and rural consumers in life pattern &consumption behavior7.The sovereignty of nations Sovereignty
27、 refers to both the powers exercised by a state in relation to other countries and the supreme powers exercised over its own members8.Stability of government Polices If there is potential for profit and if permitted to operate within a country multinational companies can functions under any type of
28、government as long as there is some long-run predictability and stability Frequent regime changes Poor public order, frequent violence and demonstration Religion antithesis Split in culture9.Nationalism: Nationalism can be best be described as an intense feeling of national pride and untiy, an awake
29、ning of a nations people to pride in their country10. Risks of global business include：（重点）(1) Confiscation, Expropriation, and Domestication（没收、征用、本土化）A. Confiscation is the most severe political risk, is the seizing of a companys assets without payment(is the forceful government seizure of a compa
30、ny without compensation for the assets seized)B. Expropriation is where the government seizes an investment, but some reimbursement for the assets is made; often the expropriated investment is nationalized to become a government run entity(is the government takeover with compensation frequently at a
31、 level lower than the investment value of the companys assets)C. Domestication occurs when the government mandates local ownership and greater national involvement in a foreign companys management(is the host countries gradually cause the transfer of foreign investments to natural control and owners
32、hip through a series of government decrees by mandating local ownership and greater national-involvement in a companys management.)The ultimate goal of domestication is to face foreign investors to share more of the ownership management with naturals than was the case before domestication(2)Economic riskA. Exchang
