国际市场营销 全球营销学每章课后习题答案

全球营销学第四版每章课后习题答案 第一章Introduction to Global Marketing 1.What are the basic goals of marketing? Are these goals relevant to global marketing? P3 1、Surpass the competition at the task of creating perceived value for customers 2、The Guide line is the value equation – Value = Benefits/Price (Money, Time, Effort, Etc.) P4 2.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 o rganizations in the 21st century, namely, “think globally, act locally.” Most people will agree that 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, 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 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. 4.How do the global marketing strategies of Harley-Davidson and Toyota differ? Harley-Davidson motorcycles are known the world over as “the” all-American motorcycle. Harley’s mystique and heritag e 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 (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 Toyota’s strategy calls for serving world markets and using the world as a source of supply. 5.Describe the difference 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 world 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 adaptation, 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 in 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 characteristic 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 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. 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、Technology Transportation and communication improvements、Product development costs、Quality、World economic trends、Leverage Restraining Forces:Management myopia、Organizational culture、National controls 7.Define leverage and explain the different types of leverage utilized by companies with global operations. Define leverage:P25 第二章The Global Economic Environment 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 types of system. 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) 2.What is a BEM? Identify the BEMs according to their respective stages of economic development. P53 P56-58 3. 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 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. And P65 4.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs are ranked. What does the result tell you in terms of the relevance of the index to global marketers? P52 第三章Social and Cultural Environments 1.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 distinguish 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 your answer. PPT 第四章4-6 3.How can Hofstede’s cultural typologies help Western marketers better understand Asian culture? P87 4.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. Unconscious reference to one’s own cultural values; creates cultural myopia 5.Briefly explain the social research of Everrtt Rogers regarding diffusion of innovations,…… P94 6.Compare and contrast USA and Japan in terms of traditions and organizational behavior and norms. 第四章The Legal and Regulatory Environments of Global Marketing 1.What is sovereignty? What is it an important consideration in the political environment of global marketing? sovereignty 2.Describe some of the sources of political risk. Specially, what forms can political risk take? Tension between aspirations and reality Primarily occurs in lower and lower-middle income countries –Indonesia and economic crisis When political risk occurs in high income countries, it is generally due to a long-standing conflict –Northern Ireland P142 3.Briefly describe some of the differences between the legal environment of a country that embraces common law and 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 Property Antitrust Contractual Licensing and Trade Secrets 5.“See you in court” is one way to respond when legal issues arise. What other approaches are possible? Litigation Formal arbitration –Settles disputes outside of court –Groups agree to abide by panel’s decision 1958 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards –Most important treaty regarding international arbitration 第五章Global Information Systems and Market Research 1.Explain two information technology puts powerful tools in the hands of global marketers. 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. 2.What are the different modes of information acquisition? Which is the most important for gathering strategic information? 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 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 und iscovered 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 global marketers. When is it appropriate 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 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Segmentation, Targeting, and Positioning 1.differentiate the five basic segmentation strategies. Give an example of a company that has used each one. P170-P183 1、Income Populations Age distribution Gender Education Occupation 2、Grouping people according to attitudes, value, and lifestyles 3、 4、Benefit segmentation focuses on the value equation –Value = Benefits / Price 5、The population of many countries includes ethnic groups of significant size 2.Explain the difference between segmenting and targeting. P200 3.Compare and 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, 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) 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 consumers’minds over and against competitors in terms of attributes and benefits that the brand does and does not offer. P192-195 6.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. P196 7.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 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. 第七章Global Market Entry Strategies: 1.What are the advantages and disadvantages of using licensing as a market entry tool? Give examples of companies from different countries that use licensing as a global marketing strategy. Advantages to Licensing Provides additional profitability with little initial investment Provides method of circumventing tariffs, quotas, and other export barriers Attractive ROI Low costs to implement Disadvantages to Licensing Limited participation Returns may be lost Lack of control Licensee may become competitor Licensee may exploit company resources P206 2.What is foreign direct investment? What forms can FDI take? P209 Partial or full ownership of operations outside of home country Forms: Joint ventures –Minority or majority equity stakes –Outright acquisition 3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuable to Ford---the physical assets or the name? P215 4.What is meant by the phrase global strategic partnership? In what ways does this form of market entry strategy differ from more traditional forms such as joint ventures? Participants remain independent following formation of the alliance Participants share benefits of alliance as well as control over performance of assigned tasks Participants make ongoing contributions in technology, products, and other key strategic areas PPT305 5.What are Keiretsu? How does this form of industrial structure affect companies that compete with Japan or that are trying to enter the Japanese market? PPT307 书 关于书的成语关于读书的排比句社区图书漂流公约怎么写关于读书的小报汉书pdf P227 6.Which Strategic options for market entry or expansion would a small company be likely to pursue? A large company? Strategies Companies must decide to expand by: –Seeking new markets in existing countries –Seeking new country markets for already identified and served market segments 第八章Product and Brand Decisions 1.What is the difference between a product and a brand? A product is a good, service, or idea Brands Bundle of images and experiences in the customer’s mind A promise made by a particular company about a particular product A quality certification Differentiation between competing products The sum of impressions about a brand is the Brand Image The added value that accrues to a product as a result of investments in the marketing of the brand An asset that represents the value created by the relationship between the brand and customer over time 2.How do local, international, and global products differ? Cite examples 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) 3.What are some of the elements that make up a brand? Are these elements tangible or intangible? Intangible P241 4.What criteria should global marketers consider when making product design decisions? 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 5.How can buyer at titudes about a product’s country of origin affect marketing strategy? 买家对于原产国的态度对营销策略有什么影响? Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries –Japan –Germany –France –Italy P252-254 6.Identify several global brands. What are some of the reasons for the global success of the brands you chose? Both products and brand are good…… 7.Briefly describe various combinations of product-communication strategies available to global marketers. When is it appropriate to use each? 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) strateg y 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Pricing Decisions 1.What are the basic factors that affect price in any market? What considerations enter into the pricing decision? 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. 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 3.Identify some of the environmental constraints on global pricing decisions. Currency Fluctuations Inflationary Environment Government Controls, Subsidies, Regulations Competitive Behavior Sourcing 4.Why do price differences in world markets often lead to gray marketing? Because price differences in world markets lead to trademarked products are exported from one country to another where they are sold by unauthorized persons or organizations Gray marketing occurs when product is in short supply, when producers use skimming strategies in some markets, and when goods are subject to substantial mark-ups 5.What is dumping? Why was dumping such an important issue during the Uruguay Round of GATT negotiations? Sale of an imported product at a price lower than that normally charged in a domestic market or country of origin. P296 6.What is transfer price? Why is it an important issue for companies with foreign affiliates(外国子公司)? Why did transfer pricing in Europe take on increased importance in 1999? The transfer price is that Pricing of goods, services, and intangible property bought and sold by operating units or divisions of a company doing business with an affiliate in another jurisdiction. P299 7.What is the difference between ethnocentric, polycontric, and geocentric pricing strategies? Which one would you recommend to a company that has global market aspirations? P291-292 PPT240-242 8.Compare and contrast the different forms of countertrade. Countertrade occurs when payment is made in some form other than money Options –Barter The least complex and oldest form of bilateral, non-monetary counter-trade A direct exchange of goods or services between two parties –Counter-purchase P303-304 –Offset –Compensation trading –Cooperation agreements –Switch trading 第十章Global Marketing Channels and Physical Distribution 1.In what ways can channel intermediaries create utility for buyers? Objectives Marketing channels exist to create utility for customers –Place utility -availability of a product or service in a location that is convenient to a potential customer –Time utility -availability of a product or service when desired by a customer –Form utility -availability of the product processed, prepared, in proper condition and/or ready to use –information utility -availability of answers to questions and general communication about useful product features and benefits 2.What factors influence the channel structures and strategies available to global marketers? 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. 3.What is cherry picking? What approaches can be used to deal with this problem? P323 4.Compare and contrast the typical channel structures for consumer products and industrial products. P340 PPT252-255 5.Identify the different forms of retailing and cite an example of each form. Identify retailers from as many different countries as you can. PPT258-259 P325 6.Identify the four retail market expansion strategies discussed in the text. What factors determine the appropriable mode? Organic –Company uses its own resources to open a store on a green field site or acquire one or more existing retail facilities Franchise –Appropriate strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structures Chain Acquisition –A market entry strategy that entails purchasing a company with multiple existing outlets in a foreign country Joint Venture –This strategy is advisable when culturally distant, difficult-to-enter markets are targeted 7.What special distribution challenges exist in Japan? What is the best way for a non-Japanese company to deal with these challenges? 第十一章Global Marketing Communications Decisions: Advertising and Public Relations 1.In what ways can global brands and global advertising campaigns benefit a company? P348 2.How does the “standardized versus localized” debate apply to advertising? Four difficulties that compromise an organization’s communicat ion efforts –The message may not get through to the intended recipient. –The message may reach the target audience but may not be understood or may even be misunderstood. –The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender. –The effectiveness of the message can be impaired by noise. 3.What is the difference between an advertising appeal(广告诉求) and creative execution? P360 4.When creating advertising for world markets, what are some of the issues that art directors and copywriters should take into account? P361 5.How do the media options available to advertisers vary in different parts of the world? What can advertiser do to cope with media limitations in certain countries? Prepare new copy for foreign markets in host country’s language Translate the original copy into target language Leave some or all copy elements in home country language Adapt their regulation and adjust the media option to available to countries. 6.How does public relations differ from advertising? Why is PR especially important for global companies? P370 or 376 7.What are some of the ways public relations practices vary in different parts of the world? P371-372 OR 第十二章Strategic Elements of Competitive Advantage 1.How can a company measure its competitive advantage? How does a firm know if it is gaining or losing competitive advantage? Cite a global company and its source of competitive advantage. 2.Outline Porter`s five forces model of industry competition. How are the various barriers to entry relevant to global marketing? 3.How does the five partners, or flagship model, developed by Rugman and D`Aveni differ from Porter`s five forces model? 4.Give an example of company that illustrates each of the four generic strategies that can lead to competitive advantage: overall cost leadership, cost focus, differentiation, and differentiation focus. 5.Briefly describe Hamel and Prahalad`s framework for competitive advantage. 6.How can a nation achieve competitive advantage? 7.According to current research on competitive advantage, what are some of the shortcomings of Porter`s models? 8.What is the connection, if any, between national competitive advantage and company competitive advantage? Explain and discuss. 第十三章The Digital Revolution and Global Electronic Marketplace 1.Briefly review the key innovations that culminated in the digital revolution. What is the basic technological process that made the revolution possible? 2.What is convergence? How is convergence affecting Sony? Kodak? Nokia? 3.What is the innovator’s dilemma? What is the difference between sustaining technology and disruptive technology? Briefly review Christensen’s five principles of disruptive innovation. 4.What key issues must be addressed by global companies that engage in e-commerce? 5.Briefly outline Web design issues as they pertain to global marketing. 6.Review the key products and services that have emerged during the digital revolution. What are some products and services that are not mentioned in the chapter?