全球營銷管理復習資料

1、第一章1.營銷的定義：(broadly defined ) social and managerial process where by individuals and groups obtain what they need and want through creating and exchanging products and value with others.(narrow defined ) The process by which companies create value for customers and build strong customer relationship

2、s in order to capture value from customers in return.Marketing can be defined as a series of activities leading to an exchange transaction between a seller and a buyer at a profit.2. Maslows hierarchy of needs：即馬斯洛需求層次理論，3.價值：V = B / P V = Value B = Perceived Benefits Perceived Costs P = Price4.營銷組合

3、（4C、4P）：市場營銷分析要素：2c-6o-4p 2c: competitor , cost 6o:What ? Object （購買對象）Why ? Objective（購買目的）Who ? Organization（購買組織）How? Operation（購買方式）When? Occasion（購買時機）Where? Outlet（購買渠道）4p: product , price , place, promotion5. 四種全球營銷組合（具體概念）management orientation and global marketing:( Different Management Ori

4、entations in the Global Arena EPRG Framework)l Ethnocentric Orientation:母國中心導向，認為產(chǎn)品可以不經(jīng)修改就在世界各地銷售，即標準化（standardized）或延伸(extension approach)l Polycentric Orientation多國中心導向，認為產(chǎn)品需根據(jù)不同市場條件做適當修改，即當?shù)鼗╨ocalized）或因地制宜策略(adaptation approach)l Regiocentric or Geocentric Orientation: 地區(qū)中心導向和全球中心導向，瞄準所選的市場在全球?qū)?/p>

5、求資源,實際上是母國中心和多國中心的整合。 第二章1. economic systems：Three types of economic systems:Capitalist、Socialist、Mixed，based on dominant method of resource allocation、Market allocation、Command or central plan allocation、Mixed allocation.2.三級區(qū)：The location of population Triad（三極區(qū)）（north America，EU, Japan ）table2-73

6、.各種經(jīng)濟一體化形態(tài)（degrees of economic cooperation）：1.優(yōu)惠貿(mào)易安排（preferential trade arrangement）: 成員國通過協(xié)定，相互之間提供較優(yōu)惠的關稅。2.自由貿(mào)易區(qū) （free trade area）:成員國之間取消絕大多數(shù)商品的關稅 ，每個成員對非成員保留自己的貿(mào)易壁壘。3.關稅同盟:關稅同盟指由兩個或兩個以上國家簽訂協(xié)定，相互間免征關稅和取消其它壁壘，并對非同盟國家實行統(tǒng)一的關稅率而締結的同盟。它在一體化程度上高于自由貿(mào)易區(qū)。4.共同市場:所謂共同市場，就是在共同市場成員國內(nèi)完全廢除關稅與數(shù)量限制，并建立對非成員國的統(tǒng)一關稅，

7、同時也允許成員國間資金、勞動力等生產(chǎn)要素的自由流動。5.經(jīng)濟聯(lián)盟:所謂經(jīng)濟同盟，就是各成員國之間不但商品和生產(chǎn)要素可以完全自由流動，對外建立統(tǒng)一關稅，而且要求成員國制定和執(zhí)行某些共同經(jīng)濟政策和社會政策，逐步廢除政策方面的差異，使一體化的程度從商品交換擴展到生產(chǎn)、分配乃至整個國民經(jīng)濟，形成一個龐大的經(jīng)濟集團。6.完全經(jīng)濟一體化:這是經(jīng)濟一體化的最高階段。在此階段，區(qū)域內(nèi)各國在經(jīng)濟、金融、財政等政策上完全統(tǒng)一化。在各成員國內(nèi)完全消除商品、資本、勞動力及服務貿(mào)易等自由流通的人為障礙。進而在政治、經(jīng)濟上結成更緊密的聯(lián)盟，統(tǒng)一對外的政治、外交和防務政策及經(jīng)濟政策，建立統(tǒng)一的金融機構，發(fā)行統(tǒng)一的貨幣。第三

8、章1. 自我參照準則（SRC）：Self-reference criterion (SRC) and perception Perception of market needs is framed by own cultural experienceFour-step framework：Define problem in terms of home country norms （將問題或目標以母國文化的特點、習慣和規(guī)則表示出來）Define problem in terms of host country norms（用當?shù)兀ㄍ鈬┪幕奶攸c、習慣和規(guī)則表示出問題或目標）Isolate SR

9、C influence. See how it complicates problem（分離出問題中自我參照標準的影響并仔細檢查它如何將問題變得復雜）Redefine problem without SRC influence. Solve for host country market situation（排除自我參照標準的影響后，將問題重新表示出來并根據(jù)外國市場情況找出解答方案）第五章1. stages in the adoption process：(1)Awareness：the customer becomes aware for the first time of the prod

10、uction or innovation at this stage impersonal sources of information such as advertising are most important (2)Interest：the customer is interested enough to learning more(3)Evaluation ：decides whether or not to try it(4)Trial：trial or actual purchase(5)adoption：an initial purchase or continues to pu

11、rchase at this stage, personal sources of information such sales representatives are most important 2.顧客滿意度：顧客滿意度反映的是顧客的一種心理狀態(tài)，它顧客對消費某種產(chǎn)品或服務消費所產(chǎn)生的感覺與自己期望進行對比，對比后的心理感受。“滿意”并不是一個絕對概念，而是一個相對概念。3.讓渡價值：Customer delivered value(顧客讓渡價值),是指總顧客價值與總顧客成本之差。其中總顧客價值包含：產(chǎn)品價值、服務價值、人員價值、形象價值?？傤櫩统杀景ǎ贺泿懦杀尽r間成本、體力成本、精

12、力成本。 V=B/P B=perceived benefits-perceived costs4.定義：潛伏市場、初期市場、先發(fā)優(yōu)勢：To latent markets(潛伏市場) initial success is based on prime move advantage(先發(fā)優(yōu)勢)-a companys ability to uncover the opportunity and launch a marketing program that taps the latent demand最初的成功是基于（先發(fā)優(yōu)勢）-公司發(fā)現(xiàn)機遇，推出的營銷方案開發(fā)潛伏市場Incipient deman

13、d(初期市場)Incipient demand -latent demand- existing markets 第六章1.收集信息設計調(diào)查問卷第七章進入海外市場的方式（market entry alternative）（圖）： Source: Adapted from Gnther Mller-Stewens and Christoph Lechner, ”Unternehmensindividuelle und gastlandbezogene Einflufaktoren der Markteintrittsformen,” in: Klaus Macharzina and Michae

14、l-Jrg Oesterle (eds.), Handbuch Internationales Management, Gabler, Wiesbaden, 1997, p. 237; Gunter Stahr, Auslandsmarketing, Vol. 1, Kohlhammer, Stuttgart, 1979, p. 162第八章1.SWOT分析：SWOT（Strengths Weakness Opportunity Threats）分析法，用來確定企業(yè)自身的競爭優(yōu)勢（strength）、競劣勢（weakness）、機會(opportunity)和威脅（threat）。S w為企業(yè)

15、內(nèi)部環(huán)境分析，o t為企業(yè)外部環(huán)境分析；從而將公司的戰(zhàn)略與公司內(nèi)部資源、外部環(huán)境有機地結合起來。 2.industry 分析：Five Forces Model 五加模式P2783.國家競爭優(yōu)勢模型（national competitive advantages 以及 dimension of global competition）： national competitive advantages dimension of global competition4. competitive strategies（3種競爭優(yōu)勢）：第九章1. STP（每個字母的含義）：Global Segmenta

16、tion, targeting and position 2.Criteria for Targeting目標市場的營銷：Target market is a set of buyer sharing common needs or characteristics that the company decides to serve. 3.Criteria for Targeting 目標市場挑選標準：As in single-country targeting, the most important criteria are:Current size of the segment and an

17、ticipated growth potentialCompetitive intensity and potential competitionCompatibility with the companys overall objectives and the feasibility of successfully reaching a designated target 4. 3種目標市場選擇策略（標準|差異化）：standardised marketing：A market-coverage strategy in which a firm decides to ignore marke

18、t segment differences and go after the whole market with one offer.Concentrated marketing:A market-coverage strategy in which a firm goes after a large share of one or a few segments or niches.Differentiated marketing（差異營銷）:A market-coverage strategy in which a firm decides to target several market

19、segments and designs separate offers for each.第十章1. three levels of product:2.2. product life cycle：3.the Boston matrix：第十一章1. Three basic factors（決定價格范圍的3個因素）：In any country , three basic factors determine the boundaries of price: (1) product cost (2)competitive price (3)optimum price2. Global pric

20、ing strategies（四種價格策略）：market Skimming：Using high-priced unique products to achieve the highest possible contribution in a short initial time period, then gradually lowering the price as the market.Penetration Pricing：Offering low pricing to generate volume sales which hopefully will compensate for

21、low margins.Market holding Price：Following competitive pricing in the target market; adjusting production and marketing mix to competitive conditions. When exchange rate change, maintain the price.Cost plus/price escalation：cost-plus pricing requires adding up all the costs required to get the product to where it must go, plus shipping and anci