全球营销学国际市场营销答案.doc

第一章
3. Describe some of the global marketing strategies available to companies. Give examples of companies that use the different strategies. (1)
Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world markets; 2. standardization versus adaptation is the extent to which each marketing mix element can be standardized or adapted in various country markets; 3. concentration of marketing activities is the extent to which activities related to marketing mix are performed in one or a few country locations; 4. coordination of marketing activities is the extent to which activities related to marketing mix are performed interdependently around the globe; 5. integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of world are interdependent.
Examples: 1. Coke is the best-known, strongest brand, as the Coca-Cola Company, supporting its Coke, Fanta, and Powerade brands with marketing mix elements both that are globe and local, is adept at adapting sales promotion, distribution, and customer service efforts to local needs;
2. Mcdonald’s business model is a restaurant system that can be set up virtually anywhere in the world and offers core menu items-hamburgers, French fries, and soft drinks-in most countries, and the company also customizes menu offerings according to local eating customs.

5. Describe the difference between ethnocentric, polycentric, regiocentric, and geocentric management orientations(1)
Ethnocentric orientation: home country is superior to the rest of the world, sees similarities in foreign countries，leads to a standardized or extension approach;
Polycentric orientation: the opposite of ethnocentrism, each country in which a company does business is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; management`s goal is to develop an integrated regional strategy;
Geocentric orientation：views the entire world as a potential market and strives to develop integrated world market strategies.

第二章
1. Explain the difference between market capitalism, centrally planned capitalism, centrally planned socialism, and market socialism. Give an example of a country that illustrates each type of system.（2）
Market capitalism is an economic system in which individuals and firms allocate resources and production resources are privately owned. (England).
Centrally planned capitalism is an economic system in which command resource allocation is utilized extensively in an environment of private resource ownership. (Sweden)
Centrally planned socialism, in this type of economic system, the state has broad powers to serve the public interest as it sees fit. (Former Soviet Union)
Market socialism, in such a system, market allocation policies are permitted within an overall environment of state ownership. (China)

4. A manufacturer of satellite dishes is assessing the world market potential for his products. He asks you if he should consider developing countries as potential markets. How would you advise him? (2)
Despite the difficult economic conditions in parts of developing countries, many nations will involve into attractive markets.
One of marketing’s roles in developing countries is to focus resources on the task of creating and delivering products that are best suited to local needs and incomes. The role of marketing to indentify people’s needs and wants is the same in all countries, irrespective of level of economic development. It is also an opportunity to help developing countries join the information age.

第三章
1. What are some of the elements that make up culture? How do these find expression in your native culture?（3）
Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguish one society from another.
Culture is acted out in social institutions, such as, family, education, religion, government, business.

第五章
1. Explain how information technology puts powerful tools in the hands of global marketers.(5)
Modern IT tools provide the means for a company's marketing information system and research functions to provide relevant information in a timely, cost –efficient, and actionable manner.
Electronic data interchange (EDI) allows business units to submit orders, to issue invoices, to conduct business electronically, Wal-Mart legendary for its EDI, save time and money, enables retailers to improve inventory management. Transaction formats are universal
Efficient Consumer Response (ECR) This is in addition to EDI, an effort for retailers and vendors to work closely on stock replenishment(补充). ECR can be defined as a joint initiative by members of a supply chain to work toward improving and optimizing(最优化) aspects of the supply chain to benefit customers
Intranet, Electronic Point of Sale (EPOS), Data Warehouses are also helping businesses improve their ability to target consumers and increase loyalty.

5. What is the difference between existing, latent, and incipient demand? How might these differences affect the design of a marketing research project?(5)
Demand and profit potential, in turn, depend in part on whether the market being studied can be classifieds existing or potential. Existing markets are those in which customer needs are already being served by one or more companies. In some instances, there is no existing market to research and. information may be readily available. A latent market is in essence, an undiscovered segment .It’s a market in which demand would materialize if an appropriate product were made available. An incipient market is a market that will emerge if particular economic demographic, political, or sociocultural trend continues. A company is not likely to achieve satisfactory results if it offers a product in an incipient market before the trends have taken root.
Market growth, brand loyalty, market segment, product, sales promotion, pricing, distribution, will be different in marketing research project.

6. Describe some of the analytical techniques used by marketers. When is appropriate to use each technique?(5)
A number of techniques are available for analyzing survey data.
Factor analysis can be used to transform large amount of data into manageable units. It is useful in psychographic segmentation studies or creating perceptual maps; cluster analysis allows the researchers to group variables into clusters that maximize within-group similarities and between-group differences. It can be used to do global marketing research, to perform benefit segmentation, and to identify new product opportunities. Multi dimensional scaling is another technique for creating perceptual maps which is particular useful when there are many product to choose and consumers have difficulty in verbalizing their conceptions. Conjoint analysis is used to gain insights into the combination of features that will be the most attractive to consumers. It is useful when determines the values and utilities of the various levels of product features and plots them graphically.

第六章
3. Compare and contrast standardized, concentrated, and differentiated global marketing. Illustrate each strategy with an example from a global company. (6)
Standardized global marketing is mass marketing on a global scale with undifferentiated target marketing (Revlon International)
Concentrated global marketing, involves devising a marketing mix to reach a niche. A niche is simply a single segment of the global market. (Germany`s Winter halter)
Differentiated global marketing, represents a more ambitious approach than concentrated target marketing with multi-segment targeting and two or more distinct markets (Rover)

7. What is a high-touch product? Explain the difference between high-tech product positioning and high-touch product positioning. Can some products be positioned using both strategies? Explain. (6)
High-tech products are sophisticated technologically complex, and/or difficult to explain or understand, and frequently evaluated in terms of their performance against established objective standards. High-tech global consumer positioning also works well for special interest products associated with leisure of recreation.
High-touch products, consumers are generally energized by emotional motives rather than rational ones, and frequently evaluated in terms of their performance against established subjective, aesthetic terms.
Some products can be positioned using both strategies, with both satisfying buyers’ rational criteria and evoking an emotional response. Nokia, for example, combines technical performance with a fashion orientation.

第八章
4. What criteria should global marketers consider when making product design decisions?(8)
In many instances, packaging is an integral element of product-related design decisions. Packaging is designed to protect or contain the product during shipping；Labeling provides consumers with various types of information; Aesthetics differ around the world. Global marketers must understand the importance of visual aesthetics; Product Warranties is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure. Warranties can be used as a competitive tool

2. How do local, international, and global products differ? Cite examples.(8)
Local Product is one that has achieved success in a single national market and represents the lifeblood of domestic companies. （Coca-cola, ginseng beverage only in Japan）
International product is offered in several markets in a particular region (Euro-product, only in euro zone)
Global product meets the wants and needs of a global market and is offered in all world regions (personal stereos)

7. Briefly describe various combinations of product-communication strategies available to global marketers. When is it appropriate to use each?(8)
Product-communication extension (dual extension) is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market. It used frequently with industrial (business to business) products.
Product extension-communication adaptation strategy is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used frequently when consumer conceptions outside the home market are very different from domestic market
Product adaptation-communication extension is an approach to global product planning is to extend, without change, the basic home-market communications strategy while adapting the product to local use or preference conditions. It used frequently when natural conditions outside the home market are very different from domestic market
Product-communication adaptation (dual adaptation) strategy is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the home market, environmental conditions or consumer preferences differ;

第九章
1. What are the basic factors that affect price in any market? What considerations enter into the pricing decision?(9)
In global marketing, the task of setting prices is complicated by fluctuating exchange rates. Currency fluctuations can create significant problems and opportunities for the classic international company that exports from the home country.
Inflation, or a persistent upward change in price levels, is a problem in many country markets. It can be caused by an increase in the money supply and currency devaluation.
Governmental policies and regulations that affect pricing decisions include dumping legislation, resale price maintenance legislation, price ceilings, and general reviews of price levels.
Pricing decisions are bounded not only by cost and nature of demand but also by competitive action.
Competitive Behavior: If competitors do not adjust their prices in response to rising costs it is difficult to adjust your price to maintain operating margins; If competitors are manufacturing or sourcing I a lower-cost country, it may be necessary to cut prices to stay competitive
The global marketer has several options for addressing the problem of price escalation or the environmental factors described in the last section.

2. Define the various types of pricing strategies and objectives available to global marketers?(9)
Market Skimming and Financial Objectives: Market Skimming charges a premium price which may occur at the introduction stage of product life cycle
Penetration Pricing and Non-Financial Objectives: Penetration Pricing charges a low price in order to penetrate market quickly which appropriates to saturate market prior to imitation by competitors

第十章
2. What factors influence the channel structures and strategies available to global marketers? (10)
B2C
The characters of both buyers and products have an important influence on channel design.
The number of individual buyers and their geographic distribution, income, shopping habits and different channel approaches.
Products characters such as degree of standardization, perishability, bulk, service requirements, and unit price have an impact as well.
Channels tends to be longer as the number of consumers to be served increases and the price per unit decreases. Bulky products usually require channel arrangements that minimize the shipping distances and the number of times products change hands before they reach the ultimate customer.
B2B
As is true with consumer channels, product and consumer characteristics have an impact on channel structure. Three basic elements are involved: the manufacture's sales force, distributors or agents and wholesalers.
Channel strategy in a global marketing program must fit the company's competitive position and overall marketing objectives in each national market.
market factors: consumer profiles, market size and location of country.