(完整版)國際營銷簡答題

4’*5=20分1.Whatarethestagesoflifecycleofprodut?Provideashortdescriptionforeachofthem.Chapter1P41.productevelopment:development&research(D&R)costsmount2.Pre-introduction:marketingplanningisinvlvd,especiallyprootioncostsmount3.in--distribution/pricestrategyAninitiallowpricingpolcytogetnothemarket,tuhihltecompetition,pricemaybehighiitiallytorecoupdevelopmentcosts.Selectionofadistributionmodeltogetheproductontothemarket.4.h--salesrevenuesoutnumbercostsThegrowthstageistypicallycharacterizedbyastronggrowthinsalesandprofts.maturity成熟-competitionisgettingfierce,andprofitsleveloff.Thisisprobablytemostcompetitivetimeformostproductsandbusinessesneedtoinvestiselyinanymarketingtheyundertake.6.decline-sales/prices/profitsdrop;consumersareseekingfornewproductsEventually,themarketforaproductwillstartoshrink.2.WhatdifficultiesdidWal-Martencounter遇到whenittriedtoexpandChinesemarket,andhowdidWal-Martsolvestheseproblemsaccordingwhatyouhavelearnedinthissemester?Chapter3P50RegionalismWal-Marthavedifficultininterprovincialtransportationanddistributionoftheproductstheycover.HowWal-Martencouragessupplersthatsellnationwidetosethedistrubutioncenterandoffersback-aulservicesfromtheirlocalmarketplaces.usedistributioncentresandback-haultrucks.NontariffTradeBarrier:governmenteffortstokeepChineseproductson,andimportedproductsoffshelves.How:Chinesecustomersarestillnterestedintryingnew,importedgoods.FinancialMatters:Regionalfragmentationoffinanceregulation,taxlaws,andotherinstitutionhaseffectonthepaymentsideofthesupplychain.How:Wal-MarthasworkedwiththeChieegovernmenttosetupaholdingcompanyoconsoliatejintventureistrbutionandinance.InefficientLTLPrivate,NationwideParcelDelivery:Thechoiceofserviceprovidersislimited,andtracking,pickup,anddeliveryareunrelable.How:Chnsestate-ownedtransortfrsadforeignfreightorpaclcompanieshavercentlybeenestablished.3.Listatleastfiveinternationalmarketentrystrategies,andprovideashortdescriptionforeachofthem.Chapter2P37Exporting：Sellproducts/goods/visiblecommoditiestothebuyersfromdomesticmarketstooverseamarketsAgencAglobalcompanygrantsanorganization(calledasanagent)tosellitsproductsFrFranchisingisthepracticeoftherighttouseafim'ssuccessfulbusinessmodelandbrandforaprescribedperiodoftime.Forthefranchiser,thefranchiseisanalternativetobuilding"chainstores"todistributegoodsthatvoidstheinvestmentsandliabiliyofachain.ContractManufacturing:Acontractmanufacturer(")isartshamrsr.tsaformofoutsourcing.ManagetcoAmanagementcontractisanarngmetunderwhichoperationalcontrolofanenterpriseisvestedbycontractinaseparateenterprisethatperformsthenecessarymanagerialfunctionsinreturnforafee.Original Equipment Manufacture (0EM):Original equipmentmanufacturer(OEM)isatermusedwhenonecompanymakesapartorsubsystemthatsusedinnothercompany'sendproduct.FDI4.Makeacomparisonamongabsolutequota(絕對配額）/tariff-ratequotas(關(guān)稅配額）/voluntaryexportrestraints(VERs自愿出口限制）absolutequota:Toimposeamaximumamountonthequantityoramountofimportsofcertaincommoditiesforaspecifiedperiodoftime.tariff-ratequotas:Thegcountrysetsaquantitativeliitonthequantityofimportedgoods,andappliesahigherorgeneraltaxratetothegoodsimportedafterexceedingthelimitVoluntaryexportrestriction:isanactionunilaterallytakenandimplementedbytheexprtigcounry.Itiscald"voluntary"andmsthateexportingcountryhstheformalrighttocancelormodifytherestrictivemeasurs.5.Whydomarketeerswanttoexpandoverseasmarkets,carryinganestablishedproduct?Chapter7P122Saturation:thehmemarkethaspeakedandisnowsaturatdwithyourproduct.Declininginterest：Foreigndemand：receivinganunsolicieddemandfromaoreignbuyer.Shareenlargement:flushwithcashorenergizedwithcuriosity,theywishtoincreasetheirsalesbyincreasingtheirexposure.CompetitionExchangevalue:thevalueofnationalcurrenciescanfluctuatewildly,oftenwithdeletriouseffecsondomesticcompanies.whenproductioncostiseanddomesticbuyingpowerdeclines,themarketeerhavenochoicebuttolookoffhoreforcusomers.Preproductionpenetration:priortosettingupfullscaleoffshoreproduction,acompanywillselltothetargetedmarketasawayoftestingdemand,observingpriceelasticit,oreducatingthepopulationaboutaproduct.Governmentrequest:manydevelopingcountriesfinanetergrowththroughexports,sincedomesticbuyingpowerislimited.6.Internetresearchisbecomingwidespreadnowadays.Canyouillustratethebenefitsandshortcomingsofinternetresearch?Benefit:eed,immediacy,andacompletedisregardforphysicaldistance.1.focusedandpurposeful(sonotrecreationalbrowsing),2.usesinternetinformationorinternet-basedresources3.tendstowardstheimmediate(drawinganswersfrominformationyoucanaccesswithoutdelay)4.tendstoaccessinformationwithoutapurchaseprie.shortcomings1.unrecognizedbias,2.difficultiesnverifyingawriter'scredentials3.notbethemostsuitableesourcestoansweraparticularquestion1.Advertisingcampaign廣告營銷Aplannedsetfadvertingmessagesepeatedinaarietyofedia.2.Commodity商品Anyarticleexchangedduringtrade.Morecommonly,it’susedtorefertorawmaterials.3.Consumerproducts消費品Goodspurchasedbyindividualsorhouseholdsfortheirpersonaluse,sopposedoproductspurchasedbybusinesses.4.Createdmarket新創(chuàng)市場Amarketwhereaproductisplcedonfferwithnopreviousdemand.5.Distributor分銷商Acompanythatundertakestopurchaseproductsfromthemanufacturerforresaleinagivenmarket.6.Dumping傾銷Theexportofgoodstoamarketforsaleatapricebelowactualproductioncostinanefforttogainmarketshare.7.Exchangerisk外匯風險Theriskassociatedwiththepotentialforachangeinthemarketvalueofcurrenciesthatoccursbetweenthetimeaninternationalcontractisagreeduponandwhenpaymentisactuallymade.8.Expropriation征用Theforcibletakeoverbyalocalgovernmentofaforeignbusinessoperatingwithinisborders.Theeizuregeneralyhappenswithoutpayment.9.Foundmarket新發(fā)現(xiàn)市場Amarketwhereinconsumerdemandinitiatesthedevelopmentofgoodsorservicesomeetthatdemand.10.Hardcurrency硬通貨Nationalcurrenciesthatholdaninternationallystablevaleovernextendedperiodandhavereateasefexchange.11.Marketingmax營銷組合Thecombinationofthemarketingelementsofproduct,price,placeandpromotiontogeneratethesaleofgoodsorservices.12.Marketresearch市場調(diào)研Theobjectiveandsystematicprocessoflocatingandanalyzinginformationformakingdecisionsaboutaspecificmarketorproduct.13.Nichemarketing利基營銷Marketingstrategyinwhichacompanyfocusesitsentireeffortonasmall,specializedsegmentofalargermarket.14.On-the-ground實地考察Researchorinformationacquiredintheactualmarketthat’sthesubjectoftheresearch.15.Penetra