1、全球营销学第四版每章课后习题答案第一章 Introduction to Global Marketing1. What are the basic goals of marketing? Are these goals relevant to global marketing?P31、Surpass the competition at the task of creating perceived value for customers2、The Guide line is the value equation Value = Benefits/Price (Money, Time, Effo
2、rt, Etc.)P42. What is mean by “global localization”?（全球本土化策略） Is Coca-Cola a global product? Explain.The phrase “global localization” represents an attempt to capture the spirit of the rallying cry for organizations in the 21st century, namely, “think globally, act locally.” Most people will agree t
3、hat Coca-Cola is a global product by virtue of the fact that it is available in more than 195 countries in red cans bearing the distinctive signature style. It must be noted, however, that customer service efforts are adapted to the needs of particular markets, e.g., vending machines in Japan. Thus,
4、 Coca-Cola is both global and local.3. Describe some of the global marketing strategies available to companies. Give examples of companies that use the different strategies.Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world mark
5、ets; 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;
6、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 firms competitive marketing tactics in different parts of world are interdependent. Example
7、s: 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. Mcdonalds business mo
8、del 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.4. How do the global marketing strategies of Harley-D
9、avidson and Toyota differ?Harley-Davidson motorcycles are known the world over as “the” all-American motorcycle. Harleys mystique and heritage are associated with the USA. The company backs up this positioning with exports from two U.S. manufacturing locations. By contrast, Toyota builds some models
10、 (e.g., Camry and Avalon) for the U.S. market in the U.S., a fact that Toyota stresses in its American ad. Thus, Harley-Davidson serves global markets while sourcing locally, while Toyotas strategy calls for serving world markets and using the world as a source of supply. 5. Describe the difference
11、between ethnocentric, polycontric, regiocentric, and geocentric management orientations.The premise of an ethnocentric orientation is that home country products and management processes are superior. An ethnocentric company that neither sources inputs from, nor seeks market opportunities in the worl
12、d outside the home country may be classified as an domestic company. A company that does business abroad while still presuming the superiority of the home country may be classified as an international company. Such a company would rely on an extension strategy whereby it would export, without adapta
13、tion, products designed for the domestic market. The polycentric orientation that predominates at a multinational company leads to a view of the world in which each country markets is different from the others. Local country managers operating with a high degree of autonomy adapt the marketing mix i
14、n a polycentric, multinational company. Managers who are regiocentric or geocentric in their orientations recognize both similarities and differences in world markets. Market opportunities are pursued using both extension and adaptation strategies. The regiocentric and geocentric orientations are ch
15、aracteristic of global transnational companies. Or 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 compan
16、y does business is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; managements goal is to develop an integrated regional strategy; Geocentric orientation：views the entire world as a poten
17、tial market and strives to develop integrated world market strategies.6. Identify and briefly describe some of the forces that have resulted in increased global integration and the growing importance of global marketing.P21+Driving Forces：Regional economic agreements、Market needs and wants、 Technolo
18、gyTransportation and communication improvements、Product development costs、Quality、World economic trends 、LeverageRestraining Forces：Management myopia、Organizational culture 、National controls7. Define leverage and explain the different types of leverage utilized by companies with global operations.D
19、efine leverage：P25 第二章 The Global Economic Environment1. Explain the difference between market capitalism, centrally planned capitalism, centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.Market capitalism is an economic system in wh
20、ich 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,
21、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)2. What is a BEM? Identify the BEMs acco
22、rding to their respective stages of economic development.P53P56-583. A manufacture 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?Despite the difficult economic condit
23、ions in parts of developing countries, many nations will involve into attractive markets.One of marketings 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 peoples n
24、eeds 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.And P654. Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs are ranked. What does the result tell yo
25、u in terms of the relevance of the index to global marketers?P52第三章 Social and Cultural Environments1. What are some of the elements that make up culture? How do these find expression in your native culture?Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguis
26、h one society from another.Culture is acted out in social institutions, such as, family, education, religion, government, business.2. What is the difference between a low-context culture and a high-context culture? Give an example of a country that is an example of each type and provide evidence for
27、 your answer.PPT 第四章4-63. How can Hofstedes cultural typologies help Western marketers better understand Asian culture?P874. Explain the self-reference criterion(自我参照准则). Go to the library and find examples of product failures that might have been avoided through the application of the SRC.Unconscio
28、us reference to ones own cultural values; creates cultural myopia 5. Briefly explain the social research of Everrtt Rogers regarding diffusion of innovations,P946. Compare and contrast USA and Japan in terms of traditions and organizational behavior and norms.第四章 The Legal and Regulatory Environment
29、s of Global Marketing1. What is sovereignty? What is it an important consideration in the political environment of global marketing?sovereignty2. Describe some of the sources of political risk. Specially, what forms can political risk take?Tension between aspirations and realityPrimarily occurs in l
30、ower and lower-middle income countriesIndonesia and economic crisisWhen political risk occurs in high income countries, it is generally due to a long-standing conflictNorthern IrelandP1423. Briefly describe some of the differences between the legal environment of a country that embraces common law a
31、nd one that observes civil law.4. Global marketers can avoid legal conflicts by understanding the reasons conflicts arise in the first place. Identify and describe several legal issues that relate to global commerce.Intellectual PropertyAntitrustContractual Licensing and Trade Secrets5. “See you in
32、court” is one way to respond when legal issues arise. What other approaches are possible?LitigationFormal arbitrationSettles disputes outside of courtGroups agree to abide by panels decision1958 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral AwardsMost important tre
33、aty regarding international arbitration第五章 Global Information Systems and Market Research1. Explain two information technology puts powerful tools in the hands of global marketers.Modern IT tools provide the means for a companys marketing information system and research functions to provide relevant
34、 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. Tr
35、ansaction formats are universalEfficient 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 t
36、he supply chain to benefit customersIntranet, Electronic Point of Sale (EPOS), Data Warehouses are also helping businesses improve their ability to target consumers and increase loyalty.2. What are the different modes of information acquisition? Which is the most important for gathering strategic in
37、formation?3.4、 Outline the basic steps of the market research process.5、 What is the difference between existing, latent, and incipient demand? How might these differences affect the design of a marketing research project?Demand and profit potential, in turn, depend in part on whether the market bei
38、ng 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 undiscove
39、red segment .Its 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 o
40、ffers 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 global marketers. When is it ap
41、propriate to use each technique?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
42、 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
43、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
44、 utilities of the various levels of product features and plots them graphically.第六章 Segmentation, Targeting, and Positioning1. differentiate the five basic segmentation strategies. Give an example of a company that has used each one.P170-P183 1、IncomePopulationsAge distributionGenderEducationOccupat
45、ion2、Grouping people according to attitudes, value, and lifestyles 3、4、Benefit segmentation focuses on the value equationValue = Benefits / Price5、The population of many countries includes ethnic groups of significant size2. Explain the difference between segmenting and targeting.P2003. Compare and
46、contrast standardized, concentrated, and differentiated global marketing. Illustrate each strategy with an example from a global company.Standardized global marketing is mass marketing on a global scale with undifferentiated target marketing (Revlon International)Concentrated global marketing, invol
47、ves devising a marketing mix to reach a niche. A niche is simply a single segment of the global market. (Germanys Winter halter)Differentiated global marketing, represents a more ambitious approach than concentrated target marketing with multi-segment targeting and two or more distinct markets (Rove
48、r)4.5. What is positioning? Identify the different positioning strategies presented in the chapter and give examples of companies or products that illustrate each.Locating a brand in consumersminds over and against competitors in terms of attributes and benefits that the brand does and does not offe
49、r.P192-1956. What is global consumer culture positioning? What other strategic positioning choices do global marketers have?Identifies the brand as a symbol of a particular global culture or segment.P1967. What is 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.High-tech products are sophisticated technologically complex, and/or difficult to explain or understand, and frequently evaluated in terms of their performance against establish
