1、 20082009 年国际市场营销（双语）期末复习重点 120082009 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
2、and distribution of ideas, goods often the expropriated investment is nationalized to become a government run entity(is the government takeover with compensation frequently at a level lower than the investment value of the companys assets)C. Domestication occurs when the government mandates local ow
3、nership and greater national involvement in a foreign companys management(is the host countries gradually cause the transfer of foreign investments to natural control and ownership through a series of government decrees by mandating local ownership and greater national-involvement in a companys mana
4、gement.)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. Exchange controls: Stem from shortages of foreign exchange held by a country. When a nation face shortage of foreig
5、n exchange or there is a substantial amount of capital leaving the country, controls may not be levied over all movements of capital, or selectively against the most politically vulnerable companies to conserve the supply of foreign exchange for the most essential uses. A recurrent problem for the f
6、oreign investor a currency is getting profits in and out of the host country without loss of value, which can occur when a currency is devaluedB. Local-Content Laws: In additional to restricting imports of essential supplies to force local purchase, countries often require a portion of any products
7、sold within the country to have local 20082009 年国际市场营销（双语）期末复习重点 9content, that is, to contain locally made parts.C. Import RestrictionsD. Tax ControlE. Price ControlF. Labor Problem（ C-F 略）(3)Political Sanctions(4)Political and Social Activists(5)Violence and Terrorism(6)Cyber terrorism11.Reducing
8、Political Vulnerability(1)Joint Ventures (2)Expanding the investment Base(3)Licensing(4)Planned Domestication(5)Political Payoffs12.The legal environment(1)Common Law 普遍法（英美法系）The basis for common law is tradition, past practices, and legal precedents, set by the courts through interpretations of st
9、atutes, legal legislation& past rulings Case rule（以判例法为主）(2)Code LawCode Law on an all-inclusive system of written rules(codes) of law13.International dispute Resolution(1)Consultation(2)Conciliation: (also known as mediation) is a nonbinding agreement between parties to resolve 20082009 年国际市场营销（双语）
10、期末复习重点 10disputes by asking a third party to mediate differences(3)Arbitration : The arbitration procedure calls for the parties involved to select a disinterested and informed party or parties as referee to determine the merits of the case and make a judgment that both parties agree to honor (4)Lit
11、igation: deals with filing a lawsuit to settle commercial disputes注：A. Arbitration clauses require agreement on two counts: The parties agree to arbitrate in the case of a dispute according to the rules and procedures of some arbitration tribunal They agree to abide by the awards resulting from the
12、arbitrationB. Deterrents to litigation Fear of creating a poor image & damaging public relations Fear of unfair treatment in foreign court Difficulty in collecting a judgment that may otherwise have been collected The relatively high cost & time required when bringing legal action Lost of confidenti
13、ality第三部分：市场调研与营销管理20082009 年国际市场营销（双语）期末复习重点 111.Marketing research: Marketing research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.2.Significant of Marketing research(1)identify potential traditio
14、nal & e-market(2)meet customer requirement(3)Create satisfied customers through finding out customers wants & needs. creating the right marketing mix.(i.e) the right product, in the right place ,at right price with right promotion.3.Research process(1) Define the research problem and establish resea
15、rch objectives.(2) Determine the sources of information to fulfill the research objectives.(3)Consider the costs and benefits of the research effort.(4) Gather the relevant data from secondary or primary sources, or both.(5)Analyze, interpret, and summarize the results.(6)Effectively communicate the
16、 results to decision makers.4.Secondary Data and Primary Data（重点）(1)Secondary Data A.def. information that already exists somewhere, having been collected for another purpose.B. Characteristicare from published sources(not first hand information)are accessible in several ways(libraries, publisher, d
17、ata bases, WB, UNESCO. etc)can be gathered from international sources(within the organization)&(external sources courtside the organization)C. Advantagenon-reactive(It can be carried out without alerting any organization or business)relatively cheapvast quantities of information covering a wide rang
18、e of subjects are available20082009 年国际市场营销（双语）期末复习重点 12data having already been analyzed & processedD. Disadvantagemay not be available from many countriesmay not have the level of reliability necessary for confident decision makingmay be out of datamay be not specific to a particular organizations
19、also available to rivals(2)Primary DataA. def. data collected specifically for the particular research project at handB. Characteristicnot exists somewhere originallyobtain by going out into fieldFor the purpose of the corporationgetting through questionnaire, focus group, observationC. Disadvantage
20、: expensive and time consumingD. Quantitative and Qualitative research The main research techniques of quantitative research Observation Experimental research SurveysThe main research techniques of qualitative research Open-ended or in-depth questions Unstructured responseE. Focus group: a qualitati
21、ve research technique using a group discussion overseen by a moderator, used to explore views, attitude & behavior with regard to a marketing issue(2-4hours,7-10persons)5. Estimating market demand: In assessing current product demand and forecasting future demand, reliable historical data are requir
22、edGiven the greater uncertainties and data limitations associated with foreign markets, two 20082009 年国际市场营销（双语）期末复习重点 13methods of forecasting demand are particularly suitable:(1) Expert Opinion: In this method, experts such as sales managers or outside consultants and government officials are poll
23、ed for their opinions about market size and growth rates(2) Analogy: This assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country 6.Planning for Global MarketsPlanning, which offers a systematic guide to planning for
24、the multinational firm operating in several countries, includes the following 4 phases:(1)Phase1: Preliminary Analysis and Screening Matching Company and Country Needs(2)Phase2: Adapting the Marketing Mix to Target Markets(3)Phase3: Developing the Marketing Plan(4)Phase4: Implementation and Control7
25、.Alternative market Entry strategies(Proactive motivation Reactive motivation)Difference between proactive and reactive motivators that spur a company to go internationalA. Proactive motivations are initiated by the firms management & consist of perceived profit advantage, technological advantage, p
26、roduct advantage, exclusive market information, or managerial urge, Reactive motivations are the responses of management to environmental charge & pressures.B. Typical reactive motivations include competitive pressures, overproduction, declining domestic sales, or excess capacity. Firms that are pri
27、marily stimulated by proactive motivations are more likely to entry international markets aggressively & successfully.8.A company has four different modes of foreign market entry from which to select:（重点）(1)Exporting Exporting can be either direct or indirectA. In direct exporting the company sells
28、to a customer in another country20082009 年国际市场营销（双语）期末复习重点 14B. indirect exporting usually means that the company sells to a buyer (importer or distributor) in the home country who in turn exports the product C. The Internet is becoming increasingly important as a foreign market entry method(2)Contr
29、actual agreements are long-term, non-equity associations between a company and another in a foreign marketA. Contractual agreements generally involve the transfer of technology, processes, trademarks, or human skills B. Contractual forms of market entry include: Licensing: A means of establishing a
30、foothold in foreign markets without large capital outlays is licensing of patent rights, trademark rights, and the rights to use technological Advantages: May require neither capital investment nor knowledge and marketing strength in foreign markets Reduces risk of exposure to government interventio
31、n Can be used as a strategy to preempt a market before the entry of competition Promotes the growing global protection (IPR)Disadvantages: To a large degree, it may leave the international marketing functions to the licensee. As a result, the licenser may not gain sufficient international marketing
32、expertise to ready itself for subsequent world market penetration In exchange for the royalty, the licensor may create its own competitor not only in the market for which the agreement was made but also in third market. Franchising: In licensing the franchisor provides a standard package of products
33、, systems, and management services, and the franchisee provides market knowledge, capital, and personal involvement in management control communication Autonomy or independence continuing relationship20082009 年国际市场营销（双语）期末复习重点 15(3)Strategic international alliances(SIA):is a business relationship es
34、tablished by two or more companies to cooperate out of mutual need and to share risk in achieving a common objective International joint ventures (IJVs) have been increasingly used since 1970s .IJVs are used as a means of lessening political and economic risks by the amount of the partners contribut
35、ion to the ventureFour factors are associated with IJV JVs are established, separate, legal entities they acknowledge intent by the partners to share in the management of the JV they are partnerships between legally incorporated entities such as companies, chartered organizations, or governments, an
36、d not between individuals equity positions are held by each of the partnersDifference between JV and licensing JV involved the partners in a new venture and usually require significant inputs of both capital and management Licensing, the companies return separate identity, usually the licensor is li
37、ttle affected by his licensing actions Consortia: are similar to joint ventures and could be classified as such except for two unique characteristics: They typically involve a large number of participants, and They frequently operate in a country or market in which none of the participants is curren
38、tly active(4)direct foreign investment A. occurs when a firm invests directly in new facilities to produce and /or ,market a produce in a foreign country.B. Turnkey operation: a complete operational system, together with the skills investment sufficient to allow unassisted maintenance and operation
39、of the system following its completion.20082009 年国际市场营销（双语）期末复习重点 16、2008-12-27 凌晨课上复习题：1. Marketing and selling and advertisingMarketing is more than selling and advertisingThey are important but not the only parts of marketing2. Differentiate the marketing mix between an up-market fashion brand an
40、d a mass-market clothing brand by considering the 4Ps3.如何在保守国家促销？4. How would a company decide to use secondary VS primary research?Given the scarcity of resources, companies beginning their international efforts often need to use data that has already been collected, that is secondary data. Such da
41、ta is available from government, international organizations, directions, trade associations or on line databases. The data tends to be less expensive and easies to obtain than primary. To respond to researcher needs to select an appropriate research technique to collect the information needed.This information tends to be more specific to answer a question posed at the beginning of research phase. 20082009 年国际市场营销（双语）期末复习重点 1720082009 学年度第一学期国际市场营销（双语）期末复习【草稿纸】
