山东财经大学国际营销（双语）期末重点

market?

? Channels of distribution which may or may not be developed.

? Governmental attitudes toward business, foreigners, and industry may be very liberal in a growing economy, while an established market may be very restrictive.

? Communication and transportation may be highly limited in untapped markets and highly developed in successful countries.

? The amount of capital, banks, and exchange-rate systems will vary according to the market’s development.

? Finally, the degree and amount of competition will vary accordingly. To this list, endless factors could be added such as cost of entering the market, social customs, laws, etc.

12、Explain the popularity of joint ventures.

? One important marketing reason is to gain access to markets. Nearly all of the developing countries, and many developed countries, require some degree of local participation for operating in their country. Mergers with distributor companies or companies which already have well-established local distribution may provide rapid market access and distribution to foreign companies entering a country. Sometimes companies join forces in order to broaden the line of merchandise that they have available, thereby gaining marketing efficiency and better public image.

? Another market reason for joining ventures is that local firms possess market information and the marketing know-how which would take years for a foreign company to acquire. Such participation minimizes the risk of market failure and speeds the marketing effort. Joint ventures may also arise for financial and manpower reasons. Financially it is sometimes desirable to merge with foreign companies because the merger provides access to local capital markets and combines the resources and fund raising capabilities the companies have. It may also give access to a higher quality and more capable managerial manpower.

解释影响对外直接投资的因素：

(1) timing—first movers have advantages but are more risky; (2) the growing complexity and contingencies of contracts; (3) transaction cost structures; (4) technology transfer

(5) degree of product differentiation

(6) the previous experiences and cultural diversity of acquired firms; (7) advertising and reputation barriers . 17、企业战略规划的相关内容 战略计划的主要内容

①认识和界定企业使命：反映企业的目的、特征和性质本企业是干什么的？本企

业应该怎么样？

②区分战略业务单位（SBU）主要依据：各项业务之间是否存在共同的经营主线共

同的经营主线：是指目前的产品、市场与未来的产品、市场之间的一种内在联系

③规划投资组合：怎样确定把企业的资源分配给不同的战略业务单位 方法：方法一：SWOT分析法p199笔记

方法二：波士顿咨询公司法BCG 方法三：通用电气公司法GE

策略：拓展策略，即设法提高市场占有率，必要时放弃短期利润。适用于问题类中有希望

成为明星类的单位；

维持策略，即保持现有的市场占有率。适用于金牛类的单位，以保持其为企业提供

大量现金；

收割策略，注重增加短期现金收入，不管其长期效果。适用于前景暗淡的金牛类或狗类、问题类业务单位；

抛弃策略，变卖和处理。适用于没有发展前途的狗类和问题类业务单位。 ④规划成长战略：

新增业务发展思路：

在现有业务范围内，寻找进一步发展的机会；

分析建立和从事某些与目前业务有关的新业务的可能性； 考虑开发与目前业务无关，但是有较强吸引力的业务。 三种战略：

密集型成长战略(Intensive Growth ) 一体化成长战略（Integrative Growth） 多样化战略（Diversification Growth）

18、进入海外市场4方式 exporting

Exporting can be either direct or indirect

In direct exporting the company sells to a customer in another country

In contrast, indirect exporting usually means that the company sells to a buyer (importer or distributor) in the home country who in turn exports the product

The Internet is becoming increasingly important as a foreign market entry method contractual agreements

Contractual agreements are long-term, non-equity associations between a company and another in a foreign market

Contractual agreements generally involve the transfer of technology, processes, trademarks, or human skills

Contractual forms of market entry include: Licensing、Franchising、 strategic alliances,

Strategic alliances have grown in importance over the last few decades as a competitive strategy in global marketing management

a joint venture is a partnership of two or more participating companies that have joined forces to create a separate legal entity

Consortia，Consortia are similar to joint ventures and could be classified as such except for two unique characteristics: ①They typically involve a large number of participants,②They frequently operate in a country or market in which none of the participants is currently active. Consortia are developed to pool financial and managerial resources and to lessen risks. direct foreign investment

Companies may manufacture locally to capitalize on low-cost labor, to avoid high import taxes, to reduce the high costs of transportation to market, to gain access to raw materials, or as a means of gaining market entry

Firms may either invest in or buy local companies or establish new operations facilities

第十章 Products and Services for Consumers

一、名词解释

1、quality

Quality can be defined on two dimensions: ①market-perceived quality市场感知的质量②performance quality性能质量

Consumer perceptions of a quality product often have more to do with market-perceived quality than performance quality 2、Green marketing

Green marketing is a term used to identify concern with the environmental consequences of a variety of marketing activities. The designation that a product is “environmentally friendly” is voluntary, and environmental success depends on the consumer selecting the eco-friendly product

3、Innovation 革新

From a sociological viewpoint, any idea perceived as new by a group of people is an innovation 从社会学角度看，任何概念只要被某一群人看做新颖的就是一种革新。 4、Global brands

A global brand is defined as the worldwide use of a name, term, sign, symbol (visual and/or auditory), design, or combination thereof intended to identify goods or services of one seller and to differentiate them from those of competitors

Ideally gives the company a uniform worldwide image and enhance efficiency and cost savings when introducing other products with the brand name. but not all companies believed a single global approach is the best.全球品牌使公司在全世界拥有一个统一的形象,同时在引进与这个品牌有关的产品时可以提高效率，节约成本。

Country-of-origin effect (COE)原产国效应 can be defined as any influence that the country of manufacture, assembly, or design has on a consumer’s positive or negative perception of a product 5、diffusion

Variables affecting the rate of diffusion of an object

Degree of perceived newness

Perceived attributes of the innovation Method used to communicate the idea 6、Product Component Model p236图

Product component model产品构成模式（产品组成成分的组合）：

支持服务成分Support services component：维修和保养、安装、指导、送货、保证、零配件、法律、其他相关服务。

包装成分Packaging component：商标、商标名称、法律、价格、质量、包装、式样。 核心成分Core component：产品平台、设计特性、功能特性、法律。 绿色营销Green marketing：用来表示对形形色色的营销活动所造成的环境后果的关注。

二、简答

3、Define the country-of-origin effect and give examples.

? Country of Origin Effect (COE) can be defined as any influence that country-of-manufacturer has on a consumer’s positive or negative perception of a product.

? Today a company competing in global markets will manufacture products worldwide and,

when the customer is aware of the country of origin, there is the possibility that the place of manufacture will affect product/brand image.

? Some examples are French wines, German beer, Swiss watches, Cuban cigars, and Irish woolens are some positive COEs. A negative COE is an automobile from Yugoslavia (the Yugo). 5、Discuss product alternatives and the three marketing strategies: domestic market extension, multidomestic market, and global market strategies.

? The marketer has at least three viable alternatives when entering a new market: (1) sell the same product presently sold in the home market (Domestic Market Extension Strategy); (2) adapt existing products to the tastes and specific needs in each new country market (Multi Domestic Market Strategy); or (3) develop a standardized product for all markets (Global Market Strategy.) ? An important issue in choosing which alternative to use is whether or not a company is starting from scratch (i.e., no existing products to market abroad), or whether it has products already established in various country markets. For a company starting fresh, the prudent alternative is to develop a global product. If the company has several products that have evolved over time in various foreign markets, then the task is one of repositioning the existing products into a global product.

7、产品生命周期（PLC）各阶段营销策略 介绍期

新产品初上市，由于顾客对它不熟悉，需要大力促销，广泛宣传，建立知名度，吸引潜在顾客的注意。通常应将促销的重点集中于高收入阶层，因为他们有可能称为第一批购买者。 由于产量少，成本高加之必须支付高额促销费用，售价必然偏高 成长期

进入成长期后，为了进一步扩大市场售价应于介绍期持平或略低，为了对付竞争和广泛吸引消费者，应继续保持较高的促销费用，可采用的策略有：

提高产品质量，增加新的功能、花色和款式 积极开拓新的细分市场和新的分销渠道

广告宣传的重点，从建立产品知名度转向说服消费者购买 适当时期降低售价，扩大销售抑制竞争 成熟期

成熟期的标志是销售增长速度减缓。市场供过于求，价格下跌，竞争力较弱的企业开始退出市场，竞争日益加剧。处于此阶段的企业要积极进取，进攻是最好的防御，可采取的策略有：

调整市场。寻找新的细分市场和营销机会；为为品牌重新定位，吸引较大顾客群 改进产品。增加新的功能、款式等

修订营销组合。如降价，采用更有效的广告，扩大营业推广，加强人员推销 衰退期：

由于经济的发展技术进步，市场需求和偏好的变化大多数产品迟早要进入衰退期。 可采取保留策略。有时大多数企业退出这一产品市场少数留下来的企业销售额可能暂时会增加，这样可继续实行原来的营销策略

实行集中营销。企业将人才物等资源集中使用到最为有利的市场、用户以及最为有效的销售渠道

抛弃策略。企业采取果断措施，将衰退期劣势产品迅速处理掉，及时退出市场，以求其它发展

5、What are the three major components of a product? Discuss their importance to product