国际市场营销 习题答案

Answer the following questions based on your case study: 1\\ Describe the difference between ethnocentric【本国中心主义】, polycentric【多国中心主义】, regiocentric【地区中心】, and geocentric【全球中心】 management orientations. 说明本国中心主义、多国中心主义、地区中心和全球中心的管理取向/经营方向的区别

Ethnocentric：Home country is Superior, sees Similarities in foreign Countries Polycentric: Each host country Is Unique, sees differences In foreign countries Regiocentric: Sees similarities and differences in a world Region; is ethnocentric or polycentric in its view of the rest of the world

Geocentric: World view, sees Similarities and Differences in home And host countries

2\\ What are the basic reasons of global marketing? What , in your view, what are the key reasons of your company? Briefly introduction your company’s global marketing performance and result. 。

2 什么是全球市场营销的根本原因？什么，在您看来，贵公司的关键原因是什么？简要介绍贵公司的全球市场的表现和结果。 Reasons for Global Marketing

1）Growth ①Access to new markets ②Access to resources

2）Survival ①Against competitors with lower costs (due to increased access to resources)

In my view , access to new markets and access to resources are the key reasons of my company.

例子1.Samsung Group was founded in 1938, In 1996, Samsung Group became one of the world's fifth-largest group, nearly 300 corporate offices in nearly 70 countries and regions, and has 196,000 employees and subsidiaries. Samsung have nearly 20 kinds of products the world market share in the global business first, and highlights the relative strength in the international market. Take Samsung Electronics for example, the company's annual Industrial Design Award of American Society of Industrial Design Award won several awards for several consecutive years to become the most awarded company. These proof of Samsung's design capacity has reached world-class level. Patents Samsung achieved in the United States in 2003 up to 1313, ranked ninth among all companies in the world。, we can know that the development of overseas market contributed greatly for samsung's success

例子2Nestlé has been developing over 140 years, and it employs around 280 000 people and has more than 500 factories or operations in almost every country in the world,such as America,Africa,Eurpe,Asia,Oceania and so on.

In 2005,Nestle sales were about CHF 91 bn ; In 2010,Nestle sales were almost CHF 110 bn . Among them,ahout 95%were from sales of food,and about 98% were from abroad

3、Identify the most salient characteristics of the economic environment to provide the framework for further consideration of the elements of you company’s global marketing program.

3，确定的经济环境中最突出的特点，提供的框架内进一步考虑你公司的全球营销方案的元素。

Elements of Economic Environment:- It has mainly five main components:- 1. Economic Conditions

2. Economic System。There are there types of economic systems（讲义P5） Index of econimic freedom :Economic freedom is the fundamental right of every human to control his or her own labor and property. In an economically free society, individuals are free to work, produce, consume, and invest in any way they please, with that freedom both protected by the state and unconstrained by the state. In economically free societies, governments allow labor, capital and goods to move freely, and refrain from coercion or constraint of liberty beyond the extent necessary to protect and maintain liberty itself. 3. Economic Policies

4. International Economic Environment 5. Economic Legislations

4\\ List the major approaches to the study of culture and show their relevance in international marketing citing examples.

4 \\列出主要研究文化的方法，显示其相关的国际营销实例。 【讲义p13chapter summary, 】

美学：England has two major tribes, Lindsay and Donald . McDonald have been using Lindsay clan Tartan as a restaurant employee uniforms, group Donald princes anger, complained that Macdonald is simply be utterly ignorant of .

5\\ What are the advantages and disadvantages of licensing, joint venture and exporting as market entry strategies? Which strategic options for market entry or expansion did your brand choose? 经营许可、合资和出口市场进入策略的优点和缺点？你的品牌的选择了那些市场进入或扩大战略？ 1）Licensing Advantages:

Lower-risk entry mode.

Limits exposure to economic, financial, and political instability.

Permits the company access to markets that may be closed or that may have high entry barriers. Disadvantages:

Can produce a new competitor: the licensee.

Can be problematic if licensee cannot guarantee quality – it affects the brand’s overall reputation. 2）Joint Venture Advantages:

Higher control, potentially resulting in higher profits. Costs and risks shared with joint-venture partner.

Local partner shares market expertise, relationships, and connections to local government. Disadvantages:

Problematic if franchisee cannot guarantee quality.

Repatriation of profits may be difficult if local government has control over joint-venture partner.

Can produce a new competitor.

70% of all joint ventures break up within 3.5 years.

例子：Samsung Entry Mode in the word 30s~60s Direct export 70s local agent

++（原因）Small scale enterprises & Lack of experience 80s joint venture & exclusive investment 90s Localization

+++（原因）Experienced & tariff walls & price of labor & Transportation cost Take China & America 's difference Entry Mode for example

America 1979 Direct export ------- exclusive investment - large market ***（原因）Technology & American encourage policy China 1992 Direct export ------- joint venture – +++（原因）price of labor & tariff walls & opening level

6\\ What factors are important in the standardisation versus adaptation product decision process?

标准化与适应产品的决策过程中很重要的因素是什么 【讲义P23】

7\\ Outline the difficulties which could occur when conducting an advertising campaign across national boundaries.

概述一个公司跨越国界进行广告宣传时可能发生的困难。【讲义31】 Four major difficulties

message may not get through to intended recipient

message may reach target audience but may not be understood or may even be misunderstood

message may reach target audience & may be understood but still not induce the recipient to take the action desired by the sender

effectiveness of the message can be impaired by noise

8\\Define the various types of pricing strategies and objectives available to global marketers. Which pricing strateges does your brand use, give some information about that.

8 \\定义各类全球营销的定价策略和目标。就自己的品牌使用的定价策略使用，提供一些有关信息。 1）penetration pricing：

Uses price as a competitive weapon to gain market position Practiced by many companies in Pacific Rim

Means that the product may be sold at a loss for a certain time to gain market share

Companies new to exporting cannot absorb such losses 2) Market Skimming ：

Deliberate attempt to reach a segment that is willing to pay a premium price , Often used in introductory phase of product life cycle .

Goal is to maximize revenue on limited volume & reinforce customer’s perception of high product value 3）Market Holding

Dictates that source-country currency appreciation will not be automatically passed on in the form of higher prices May accept lower margins

May have to shift production to other countries or licensing 例子：At the beginning of entering into Chinese market,Unilever’s price strategy is to produce high-end products,and adopt market skimming . Unilever emphasize more on its international brand. It aim its potential consumer at the high-income city residents who pursues fashion。

9\\ What factors influence the channel structures and strategies available to global marketers? Cite one example of a company that is making efficiency channel strategy.

是什么因素影响渠道结构和全球营销策略？举一个公司的决策效率的渠道策略的例子。

【讲义27页】

For example , Samsung LCD TV has just entered the Chinese market is the adoption of the following sales channels

Manufacturer Agents retail Consumer

But now its channels has become this : Manufacturer retail Consumer

1.Domestic companies:

①See only similarities in markets ②products and practices that successful anywhere

2.international companies

①adhere to the notion that the products that succeed in the home country are superior.②products can be sold everwhere without adaptation-----standarized or extension approach to marketing.