全球营销学国际市场营销复习资料VIP专享VIP免费

第一章3.Describesomeoftheglobalmarketingstrategiesavailabletocompanies.Giveexamplesofcompaniesthatusethedifferentstrategies.(1)Globalmarketingstrategies:1.globalmarketparticipationistheextenttowhichacompanyhasoperationsinmajorworldmarkets;2.standardizationversusadaptationistheextenttowhicheachmarketingmixelementcanbestandardizedoradaptedinvariouscountrymarkets;3.concentrationofmarketingactivitiesistheextenttowhichactivitiesrelatedtomarketingmixareperformedinoneorafewcountrylocations;4.coordinationofmarketingactivitiesistheextenttowhichactivitiesrelatedtomarketingmixareperformedinterdependentlyaroundtheglobe;5.integrationofcompetitivemovesistheextenttowhichafirm’scompetitivemarketingtacticsindifferentpartsofworldareinterdependent.Examples:1.Cokeisthebest-known,strongestbrand,astheCoca-ColaCompany,supportingitsCoke,Fanta,andPoweradebrandswithmarketingmixelementsboththatareglobeandlocal,isadeptatadaptingsalespromotion,distribution,andcustomerserviceeffortstolocalneeds;2.Mcdonald’sbusinessmodelisarestaurantsystemthatcanbesetupvirtuallyanywhereintheworldandofferscoremenuitems-hamburgers,Frenchfries,andsoftdrinks-inmostcountries,andthecompanyalsocustomizesmenuofferingsaccordingtolocaleatingcustoms.5.Describethedifferencebetweenethnocentric,polycentric,regiocentric,andgeocentricmanagementorientations(1)Ethnocentricorientation:homecountryissuperiortotherestoftheworld,seessimilaritiesinforeigncountries，leadstoastandardizedorextensionapproach;Polycentricorientation:theoppositeofethnocentrism,eachcountryinwhichacompanydoesbusinessisunique,seesdifferencesinforeigncountries,leadstolocalizedoradaptionapproach;Regiocentricorientation:aregionbecomestherelevantgeographicunit;management`sgoalistodevelopanintegratedregionalstrategy;Geocentricorientation：viewstheentireworldasapotentialmarketandstrivestodevelopintegratedworldmarketstrategies.第二章1.Explainthedifferencebetweenmarketcapitalism,centrallyplannedcapitalism,centrallyplannedsocialism,andmarketsocialism.Giveanexampleofacountrythatillustrateseachtypeofsystem.（2）Marketcapitalismisaneconomicsysteminwhichindividualsandfirmsallocateresourcesandproductionresourcesareprivatelyowned.(England).Centrallyplannedcapitalismisaneconomicsysteminwhichcommandresourceallocationisutilizedextensivelyinanenvironmentofprivateresourceownership.(Sweden)Centrallyplannedsocialism,inthistypeofeconomicsystem,thestatehasbroadpowerstoservethepublicinterestasitseesfit.(FormerSovietUnion)Marketsocialism,insuchasystem,marketallocationpoliciesarepermittedwithinanoverallenvironmentofstateownership.(China)4.Amanufacturerofsatellitedishesisassessingtheworldmarketpotentialforhisproducts.Heasksyouifheshouldconsiderdevelopingcountriesaspotentialmarkets.Howwouldyou1/5全球营销学国际市场营销复习资料--第1页全球营销学国际市场营销复习资料--第1页advisehim?(2)Despitethedifficulteconomicconditionsinpartsofdevelopingcountries,manynationswillinvolveintoattractivemarkets.Oneofmarketing’srolesindevelopingcountriesistofocusresourcesonthetaskofcreatinganddeliveringproductsthatarebestsuitedtolocalneedsandincomes.Theroleofmarketingtoindentifypeople’sneedsandwantsisthesameinallcountries,irrespectiveoflevelofeconomicdevelopment.Itisalsoanopportunitytohelpdevelopingcountriesjointheinformationage.第三章1.Whataresomeoftheelementsthatmakeupculture?Howdothesefindexpressioninyournativec...