国际营销2012-2013学期期末考试范围
2023年10月28日发(作者：关于激情的正能量句子(精选50句))
万能个人自传范文-
国际营销2012-2013学期期末考试范围
第一章
Global business trends
rapid growth of the World Trade Organization and regional free trade areas such as the North
American Free Trade Area(NAFTA) and the European Union
l acceptance of the free market system among developing countries in Latin America, and
eastern Europe
of the Internet and other global media on the dissolution of national borders
ng the resources and global environment properly for the generations to come
International marketing defined
International marketing is defined as the performance of business activities designed to plan, price,
promote and direct the flow of a company’s goods and services to consumers or users in more than
one nation for a profit.
P10 图
SRC=the Self-Reference Criterion (自我参照标准) and Ethnocentrism (民族优越感)
The SRC is an unconscious reference to one’s own cultural values,experiences, and knowledge
as a basis for decisions.
Ethnocentrism is the notion that people in one’s own company, culture, or country knows best how
to do things.
Avoiding the self reference criterion
the business problem or goal in home-country cultural traits, habits, or norms.
the business problem or goal in foreign-country cultural traits, habits,or norms through
consultation with natives of the target country. Make no value judgments.
e the SRC influence in the problem and examine it carefully to see how it complicates the
problem.
ne the problem without the SRC influence and solve for the optimum business goal
situation.
Developing a global awareness----To be globally aware is to have
nt of culture differences
dge of :
(a)culture (b)history (c)world market potential
(d)global economic, social and political trends
Stages of International marketing involvement
direct foreign marketing
uent foreign marketing
r foreign marketing
ational marketing
marketing
4和5的区别 后三个阶段的案例
Strategic orientation
ic market extension concept
omestic market concept
marketing concept
Global marketing concept
The global marketing concept views an entire set of country markets whether the home market
plus just 1other country or the home market and 100 other countries as a unit, identifying groups
of prospective buyer with similar needs as a global market segment and developing a marketing
plan that strives for standardization wherever it is cost and culturally effective. 第二章
GATT=General Agreement on Tariffs and Trade(关贸总协定)
This agreement paved the way for the first effective worldwide tariff agreement
created an agency to serve as watchdog over word trade
resolve their trade disputes bilaterally
WTO=World Trade Organization
IMF=the International Monetary Fund（国际货币基金组织）
SDRs=special drawing rights(特别提款权)
The SDRs is in effect “Paper gold”
WBG goals
The goal of WBG is to reduce poverty and the improvement of living standards by promoting
sustainable growth and investment in people.
Europe union (EU)
None is more secure in its cooperation or more important economically than the Europe union
Euro=欧元 英国，瑞典不使用欧元
欧盟目前最稳定最大
Economic and Monetary Union
NAFTA=North American Free Trade Agreement(北美自由贸易协定)最大的双边协定，只有经济上的联合，没有政治
后加的三个国家：China,Japan,South Korea（韩国）
AFTA=the ASEAN Free Trade Area（东南亚联盟）
APEC=the Asia-Pacific Economic Cooperation(亚太经济合作组织)加拿大、美国、俄罗斯、墨西哥等也属于亚太经济合作组织
印度经济组织形式
traditional rural/agricultural sector
modern urban/high-income sector
often very large transitional sector usually represented by low-income urban slums
第10章
Market offerings and business-to-consumer marketing=products
市场供应（有形+无形） 广义的产品
Quality
包括：market-perceived quality(市场感知、顾客感知) and performance quality（性能质量，最基本的功能）
These market-perceived quality attributes are embedded in the total product, that is , the physical
or core produce and all the additional features the consumer expects.
Most consumers expect performance quality.
Product homologation(产品同化)
Product homologation is used to describe the changes mandated by local product and service
standards.(产品被当地的产品和服务规范所改变)
The less economically developed a market is ,the greater degree of change a product may need for
acceptance.(把产品销售到欠发达国家，产品要做出较大的改变，差距越大，改变越大)
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 ecology-friendly product.
Product and culture
A product is more than a physical item: it is a bundle of satisfactions(or utilities) that the
buyer receives.
Innovative product(革新产品)
创新产品被市场接受的5个特性：
ve advantage
ibility
xity
bility
bility
P246页图
Consumer services characteristics(服务的5个特征)
ibility(无形性)
rability（不可分割性）
geneity（异质性）
ability（易腐性，指服务不可存储）
Barriers to entering global markets for consumer services
tionism地方保护主义
ctions on transborder data flows跨国数据流动的限制
tion of intellectual property知识产权的保护
al barriers and adaptation文化的障碍和调试
A global brand is defined as the world wide use of a name,term,sign,symbol, design, or
combination there of intended to identify goods or services of one seller and to differentiate them
from those of competitors.
(了解)The brand name encompasses the years of advertising,goodwill,quality evaluations, product
experience,and other beneficial attributes the market associates with the product.
品牌的三个层次
Global brands
National brands
Private brands
National brands 涉及到COE原产地效应
COE=country of origin effect
COE can be defined as any influence that the country of manufacture, assembly, or design has on
a consumer’s positive negative perception of a product.
民族优越感可以形成原产地效应
第11章
Channel of distribution structures
The distribution process includes the physical handing and distribution of goods,the passage of
ownership
The buying and selling negotiations between products and middlemen and between middlemen
and customers.
Import-oriented distribution structure
In an import-oriented or traditional distribution structure,(1)an importer controls a fixed supply of goods, and (2)the marketing system develops around the philosophy of selling a limited supply of
goods at high prices to a small number of affluent customers.(3)the importer-wholesaler
traditionally performs most marketing functions.
Japanese distribution structure(4个特征)
1.a structure dominated by many small middlemen dealing with many small retailers
l control by manufacturers
3.A business philosophy shaped by a unique culture
that protect the foundation of the system-the small retailer
Control is maintained through the following elements:
ory financing
tive rebates
ndise returns
ional support
Agent middlemen(代理中间商，不承担风险，不具有商品的所有权)
Merchant middlemen（独立中间商，承担交易风险，拥有商品所有权）
Agent middlemen work on commission and arrange for sales in the foreign country but do not
take title to the merchandise.
Represent the principal rather than themselves
Merchant middlemen actually take title to manufacturer’s goods and assume the trading risks, so
they tend to be less controllable than agent middlemen.
Take title to the goods and buy and sell on their own account.
国际营销中，中间商分类
Home-country middlemen=domestic middleman
Foreign-country middlemen
Government-affiliated middlemen
EMC=export management companies
（详见笔记）
Complementary marketers.（补充营销）
Companies with marketing facilities or contacts in different countries with excess marketing
capacity or a desire for a broader product line sometimes take on additional lines for international
distribution
Complementary marketing=piggybacking(顺带销售)
The selection process for new products for piggyback distribution determines whether(1) the
product relates to the product line and contributes to it, (2) the product fits the sales and
distribution channel presently employed, (3) the margin is adequate to make the undertaking
worthwhile, and (4)the product will find market acceptance and profitable volume.
Manufacturer’s export agent=MEA(生产商的出口代理)
MEA is an individual agent middlemen or an agent middlemen firm providing a selling service for
manufacturers.
Unlike the EMC, the MEA does not serve as the producer’s export department but has a
short-term relationship, covers only one or two markets, and operates on a straight commission
basis. Another principal difference is that MEAs do business in their own name rather than in the
name of the client. Within a limited scope of operation, the MEAs provide services similar to
those the EMC.
Home-country middlemen要知道的几个种类 cturers’ retail stores
retailers g companies 5.U.S. Export trading companies (ETC) 5. Complementary marketing
7. Foreign sales corporation
Factors affecting choice of channels
(the two kinds of channel cost are 1. The capital or investment cost of developing the
channel and continuing cost of maintaining it.)
l requirements
l
ge
ter
uity
Motivating middlemen(激励中间商，背诵)
Five categories:
ial rewards
logical rewards
ications
y support
ate rapport
B2B=business-to-business
从三方面降低成本
s procurement costs（节省采购成本）
better supply-chain management(供应链管理)
possible tighter inventory control（控制）
第13章
CRM=Customer relationship management
Sales force (销售队伍)
Recruiting marketing and sales personnel
Three sources:
iates
nationals
-country nationals
TCNs=third-country nationals
Selecting sales and marketing personnel
ty成熟的
nal stability情绪稳定的
h of knowledge知识广博
ve outlook积极的见解
ility灵活的
al empathy文化包容
tic and enjoy travel有活力的， 享受出差
Training for international marketing
Training for expatriates focuses on the customs and the special foreign sales problems that will be
encountered,whereas local personnel require greater emphasis on the company,its products,
technical information,and selling methods.
第14章
Pricing policy
Two ways:pricing as an active instrument of accomplishing marketing objectives,or pricing as a
static element in a business decision.
Parallel imports（平行进口，概念）
Develop when importers buy products from distributors in one country and sell them in another t
distributors who are not part of the manufacturers regular distribution system.
平行进口造成灰市场（the gray market）
Exclusive distribution, a practice often used by companies to maintain high retail margins to
encourage retailers to provide extra service to customers, to stock large assortments,or to maintain
the exclusive-quality image of a product, can create a favorable condition for parallel importing.
专营会导致平行进口
定价的方法
Full-cost versus variable-cost pricing(完全成本定价)
Skimming versus penetration pricing（撇指定价，渗透定价）
Price escalation
Price escalation is the added costs incurred as a result of exporting products from one country to
another.
,tariff,and administrative costs
ion
ion
ge rate fluctuations
g currency values
men and transportation cost
Approaches to reducing price escalation
ng cost of goods
ng tariffs
ng distribution costs
foreign trade zones to lessen price escalation
FTZs=free trade zones
g
两点识别倾销：
One approach classifies international shipments as dumped if the products are sold below their
cost of production. Another approach characterizes dumping as selling goods in a foreign market
below the price of the same goods in the home market.
WTO反倾销
Leasing in international markets
g opens the door to a large segment of nominally financed foreign firms that can be sold
on a lease option but might be unable to buy for cash.
g can ease the problems of selling new,experimental equipment, because less risk is
involved for the users.
g helps guarantee better maintenance and service on overseas equipment.
ent leased and in use helps sell other companies in tha country.
revenue tends to be more stable over a period of time than direct sales would be.
Countertrade as a pricing tool
Types of countertrade
sation deals
r-purchased
k
Transfer pricing strategy(背)
ng duty costs by shipping goods into high-tariff countries at minimal transfer prices so
that the duty base and duty are low. ng income taxes in high-tax countries by overpricing goods transferred to units in such
countries;profits are eliminated and shifted to low-tax countries. Such profit shifting may also be
used for”dressing up” financial statements by increasing reported profits in countries where
borrowing and other financing are undertaken.
tating dividend repatriation when dividend repatriation is curtailed by government policy.
Income may be taken out in the form of high prices for products or components shipped to units in
that country.