国际市场营销重点解析

1.

India, Russia, China, Brazil are in group countries which are in

the same Union named

…

BRIC

金砖四国

2.

Monochrome and polychrome definitions

Polychrome cultures in cross

-

cultural communication means type

of cultures where representatives usually trying to do couple and

more businesses at the same time.

Monochrome

cultures

in

cross

-

cultural

communication

means

type of cultures where representatives usually to concentrate on

doing

businesses

“Step

-

by

-

step”,

or

organize

doing

business

according the most logical way.

3.

In developing countries consumers mostly prefer:

They prefer global products from the developed countries and the

goods of national characteristics from their own country

4.

Which kinds of crisis are not natural disasters crisis

？

Financial crisis

Economical crisis

5.

What is the most famous Franchiser in the World

？

Mcdonald`s

（

should

follow

the

standard

of

the

quality

of

the

product

）

contract

manufacturing don

’

t care the procedure but the result

）

6.

The

risk

of

an

investment

that

has

a

predetermined

maximum

downside potential, which is usually the initial amount invested is

7.

The

steps

or

strategies

implemented

by

firms

to

determine

the

optimum price of a product.

Cost versus market based approach

基于成本与市场

?

New product pricing: skimming versus penetration pricing

新产品定价

:

略读与渗透定价法

?

Standardization versus adaptation approach

标准化与自适应方法

?

Centralized versus decentralized approach

集中与分散处理的办法

?

Preparedness for internationalization and industry globalization:

pricing strategy prototypes

国际化和产业的全球化准备

:

定价战

略原型

8.

What is a product on the FOREX market?

Currencies

(FX) usually refers to expressed in foreign currencies can be used

for

international

settlement

of

all

kinds

of

means

of

payment.

Include:

foreign

currency,

foreign

currency

deposit,

foreign

currency securities and foreign currency payment voucher.

9.

What is WTO

？

The

World

Trade

Organization

(WTO)

is

the

only

global

international organization dealing with the rules of trade between

nations.

10.

Which country is not member of WTO?

建议注意：越南，朝鲜，斯坦系列（除了巴基斯坦）

People's Democratic Republic of Algeria

Islamic Republic of Iran

Republic of the Sudan

阿尔及利亚人民民主共和国

伊朗伊斯兰共和

国

苏丹共和国

11.

What is Brand?

Unique

design,

sign,

symbol,

words,

or

a

combination

of

these,

employed

in

creating

an

image

that

identifies

a

product

and

differentiates it from its competitors.

（

Guidelines for success of a global brand:

ition

tency

n

ness

bility

ment)

12.

What is Slogan?

A slogan is a noun

，

usually repeated and persuasive that creates a

memorable

catch

phrase

，

motto

，

or

jingle

，

that

expresses

a

particular aim or concept

。

In

business

A

slogan

is

a

sentence

placed

after

your

company

name

or

product

name

that

helps

to

give

it

an

identity

and

a

positive image

。

13.

What is Design?

Design is the creation of a plan or convention for the construction

of an object or a system

14.

Parts of distribution channel chain?

Manufacturers,

merchants

(intermediary

and

agent

middlemen),

the consumer

制造商、商人（中间商和代理中间商 ）

、消费者

15.

Elements of 4PS?

ion

t

16.

What is Ethnocentrism?

Ethnocentric is a focus on the home market

?

Consumers belief about the ethics of buying foreign products

?

Ethnocentric consumers are proud of brands and symbols of their

own country

?

Ethnocentric consumers are less open to foreign cultures and

cosmopolitanism

17.

Modes of market

-

entry.

<1>export

-

based mode

<2>contract

-

based mode

<3>equity

-

based modes

18.

Who is licenser? Who is licensee

？认可者是谁

?

被许可方是谁

For

a

fee,

the

licensor

allows

the

licensee

to

use

intellectual

property to gain presence in the markets covered by the licensee

。

Small upfront cost/risk for licensee

Royalties can translate into direct profit for licensor

(Licenser sell license to licensee)

（

licensee don

’

t care/responsible

of the quality of the product

）

收 费的

,

许可人允许被许可人使用知识产权获得市场由被许可人的 存在

小的前期成本

/

被许可方的风险

版税许可方可以转化为直接利润

(< /p>

许可销售许可被许可人

)(

被许可方不在 乎

/

负责产品的质量

)

19.

Forms of International Joint Ventures?

<1>Two or more companies from the same country form an alliance to

enter another country

<2>An

overseas

company

joins

a

local

company

to

enter

its

domestic

market

<3>Firms from two or more countries band together in a JV formed in a

third country.

<4>Foreign private business and a government agree to join forces in a

pursuit of mutual interests

<5>A foreign private firm enters into a JV with a government

-

owned firm

to enter into a third national market

20.

Global vision?

The ability to look into the future or the capacity to visualize the

image that the company is seeking to create on a world

-

wide

basis.

21.

Local vision?

22.

Factors which are influencing pricing decisions

<1>competitive factors

<2>consumer factors

<3>product factors and distribution channels

<4>countries factors

<5>company factors (strategic level)

23.

Concentration Strategy.

Company

focuses

intensely

on

one

segment

of

the

market

and

designs its marketing efforts with that segment in mind

Decreased competition and dominant share are ‘pros’

But, lack of ‘portfolio diversification’ means greater financial risk

24.

Goal of an STP strategy

To

identify

and

engage

the

right

customer

segments,

but

also

to

preserve the true identity of the brand while answering the need

to

position

it

in

very

customized,

segment

-

specific

communications

25.

Segment (definition)

Segment is a group of customers with common needs, values and

responsiveness to marketing variables (homogeneous clusters)

26.

Brand product (definition)

Strategy

based

on

a

direct

link

between

a

brand

and

a

specific

product

27.

Cultural macro

-< /p>

segmentation

identification

of

groups

of

countries

that

are

similar

in

terms

of

some macroindicators or in terms of culture

(2)The variables that can be used are:

<1> economy

<2>geography

<3> politics

<4> religion

<5> cultur

28.

Stages of product life cycle

Product development stage

产品开发阶段

Introduction phase

介绍阶段

Development phase

开发阶段

Maturity phase

成熟阶段

Decline phase

下降阶段

29.

Influencing prices decisions (5)

?

Competitive factors

?

Consumer factors

?

Product factors and distribution Channels

产品因素和分销渠道

?

Country factors

?

Company factors (strategic level)

30.

Ingredient brand (definition)

Additional brand about a different version of a specific product or

an “ingredient“

31.

Price (definition)

Price

is

a

tangible

value

of

an

offer

created

through

product,

distribution and communication decisions

。

（

Pricing

decisions

are

intrinsically

tied

to

other

marketing

mix

variables.

In a global context, the price that a product can gain in the market

often determines its deve lopment

）价格是报价的有形资产的价

值通过产品

,

分销和沟通决定

定价决策是本质上与其他营销组合变量。

在全球背景下

,

产品在市场上可以获得的价格往往决定了它 的

发展

32.

Globalization (definition)

Globalization is a process of interaction and integration driven by

international trade

33.

Marketing (definition)

Marketing

is

a

societal

process

by

which

individuals

and

groups

obtain

what

they

need

and

want

through

creating,offering,and

exchanging products and services of value freely with others.

营销

是一个社会过程

,

个人和团体获得他们 所需要的

,

并希望通过创造

,