全球營銷管理復(fù)習(xí)資料

1、精品文檔第一章1.營銷的定義：（broadly defi ned ） social and man agerial process where by in dividuals and groupsobta in what they n eed and want through creat ing and excha nging products and value with others.（n arrow defi ned ） The process by which compa nies create value for customers and build strong customer

2、 relati on ships inorder to capture value from customers in return.Market ing can be defi ned as a series of activities leadi ng to an excha nge tran sact ion betwee n a seller and a buyer at a profit.2. Maslows hierarchy of needs:即馬斯洛需求層次理論，Self AcmUuaitenBrHb1 itrrm剛?右mef solution| pFi怕Customer co

3、st| place*convenience| promotioncommunications5.四種全球營銷組合(具體概念)一management orientation and global marketing:(Differe nt Man ageme nt Orien tati ons in the Global Arena-EPRG Framework)Ethnocen tric Orien tati on:母國中心導(dǎo)向，認(rèn)為產(chǎn)品可以不經(jīng)修改就在世界各地銷售，即標(biāo)準(zhǔn)化(standardized)或延伸(extensionapproach)Polycen tric Orien tati

4、on多國中心導(dǎo)向，認(rèn)為產(chǎn)品需根據(jù)不同市場條件做適當(dāng)修改，即當(dāng)?shù)鼗?localized)或因地制宜策略(adaptati on approach)Regioce ntric or Geoce ntric Orien tati on:地區(qū)中心導(dǎo)向和全球中心導(dǎo)向，瞄準(zhǔn)所選的市場在全球?qū)で筚Y源，實際上是母國中心和多國中心的整合。1歡迎下載Sufrfy nrerh第二章1. economic systems:Three types of economic systems:Capitalist、Socialist、Mixed,based on dominantmethod of resource allo

5、catio n、Market allocati on、Comma nd or cen tral pla n allocati on、Mixedallocati on.2.三級區(qū)：The location of population Triad（三極區(qū)）（north America,EU, Japan）table2-73.各種經(jīng)濟(jì)一體化形態(tài)（degrees of economic cooperation）：1.優(yōu)惠貿(mào)易安排（preferential tradearrangement）:成員國通過協(xié)定，相互之間提供較優(yōu)惠的關(guān)稅。2.自由貿(mào)易區(qū)（free trade area）:成員國之間取消絕大多

6、數(shù)商品的關(guān)稅，每個成員對非成員保留自己的貿(mào)易壁壘。3.關(guān)稅同盟：關(guān)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(guān)稅和取消其它壁壘，并對非同盟國家實行統(tǒng)一的關(guān)稅率而締結(jié)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(guān)稅與數(shù)量限制，并建立對非成員國的統(tǒng)一關(guān)稅，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(jì)聯(lián)盟:所謂經(jīng)濟(jì)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(guān)稅，而且 要求成員國制定和執(zhí)行某些共同經(jīng)濟(jì)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(kuò)展到生產(chǎn)、分配乃至整個國民經(jīng)濟(jì)

7、，形成一個龐大的經(jīng)濟(jì)集團(tuán)。6.完全經(jīng)濟(jì)一體化:這是經(jīng)濟(jì)一體化的最高階段。在此階段，區(qū)域內(nèi)各國在經(jīng)濟(jì)、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(wù)貿(mào)易等自由流通的人為障礙。進(jìn)而在政治、經(jīng)濟(jì)上結(jié)成更緊密的聯(lián)盟，統(tǒng)一對外 的政治、外交和防務(wù)政策及經(jīng)濟(jì)政策，建立統(tǒng)一的金融機(jī)構(gòu)，發(fā)行統(tǒng)一的貨幣。第三章1.自我參照準(zhǔn)則(SRC:Self-referenee criterion (SRC) and perception Perceptio n of market n eeds is framed by own culturalexperie neeFour-step fram

8、ework:Define problem in terms of home country norms示出來) Define problem in terms of host country norms表示出問題或目標(biāo))Isolate SRC in flue nee. See how it complicates problem檢查它如何將問題變得復(fù)雜) Redefi ne problem without SRC in flue nee. Solve for host country market situati on照標(biāo)準(zhǔn)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）精品文檔（

9、將問題或目標(biāo)以母國文化的特點、習(xí)慣和規(guī)則表（用當(dāng)?shù)兀ㄍ鈬┪幕奶攸c、習(xí)慣和規(guī)則（分離出問題中自我參照標(biāo)準(zhǔn)的影響并仔細(xì)（排除自我參第五章(1)Aware ness:the customer becomes aware for the first time of the product ion or inno vati on at2歡迎下載精品文檔this stage impers onal sources of in formati on such as advertis ing are most importa nt（2）1 nterest:the customer is in terest

10、ed eno ugh to lear ning more（3）Evaluation:decides whether or not to try it（4）Trial:trial or actual purchase（5）adoption:an initial purchase or continues to purchase at this stage, personal sources ofin formatio n such sales represe ntatives are most importa nt2.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(wù)消

11、費所產(chǎn)生的感覺與自己期望進(jìn)行對比，對比后的心理感受?！皾M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(wù)價值、人員價值、形象價值。總顧客成本包括：貨幣成本、時間成本、體力成本、精力成本。V=B/P B=perceived ben efits-perceived costs4.定義：潛伏市場、初期市場、先發(fā)優(yōu)勢：To late nt markets（潛伏市場）initial success is based on prime move advantage（

12、先發(fā)優(yōu)勢）a companys ability to un cover theopport un ity and launch a market ing program that taps the late nt dema nd最初的成功是基于（先發(fā)優(yōu)勢）-公司發(fā)現(xiàn)機(jī)遇，推出的營銷方案開發(fā)潛伏市場In cipie nt dema nd（初期市場）In cipie nt dema nd-late nt demand- existi ng markets第六章1.收集信息T設(shè)計調(diào)查問卷第七章進(jìn)入海外市場的方式(market en try alternative)(圖)1. stages in th

13、e adopti on processhistiJAcqiiis-ihmWlw-lly-lMtied Subsa diFranchii&inpLicencingDirectExportinghidirecfJointVermtres_ jXUm*Pr 朋觸 V 印科thePr曲m伽AbroadZResource Deplcineuthn頁h.Source: Adapted from Gunther MiJIer-Stewens and Christoph Lechner, UnternehmensindividuelleundgastlandbezogeneEinflu ?faktorende

14、r Markteintrittsformen,”in:Klaus Macharzina and3歡迎下載精品文檔Michael-J ?rg Oesterle (eds.), Handbuch Internationales Management, Gabler, Wiesbaden, 1997, p.237; Gun ter Stahr, Ausla ndsmarketi ng, Vol. 1, Kohlhammer, Stuttgart, 1979, p. 162第八章1.SW0T分析：SWO(Stre ngths Weak ness Opportu nity Threats)分析法，用來確

15、定企業(yè)自身的競爭優(yōu)勢(strength)、競劣勢(weakness)、機(jī)會(opportunity)和威脅(threat)。S w為企業(yè)內(nèi)部環(huán)境分析，ot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(jī)地結(jié)合起來。54rem|thsWaaknMiBEOpperturiitiitThrub1, 2. i4.Wcknes&es1T星屯Opporlmillit! & 1.玄4.Opportuinity-StrengthfrrarfffiesHEfo MfcaEfvTitagirof1 2.Opportunity- WfalmcftFrraT#pp?s HWibwsaHbytnklng

16、f ndjuntngfa ofepMJTUMTMfLZ.Threats lr2.3.4.Ttireat-StrengLhthreatsLZThreat-Weakness and(avoid tfrrnatiL；：!五加模式P2783.國家競爭優(yōu)勢模型(national competitive advantages以及dimension of global competition4歡迎下載2.i ndustry分析：Five Forces Model+SWOT ANALYSISdime nsion of global competiti on4. competitive strategies（3

17、種競爭優(yōu)勢）：Source of Competitive AdvantageCompetitiveLow CostDifferentiation2嚴(yán)匸Industry-wideCost LeadershipDifferentiationSingle SegmentFocus第九章1. STP（每個字母的含義）：Global Segmentation, targeting and position2. Criteriafor Target ing目標(biāo)市場的營銷：Target market is a set of buyer shari ngcom mon n eeds orcharacteris

18、tics that the compa ny decides to serve.3. Criteria for Target ing目標(biāo)市場挑選標(biāo)準(zhǔn)：As in sin gle-co untry target ing, the most importa nt精品文檔FactorCon diti onsDema ndCon diti onsn ati onalcompetitiveadva ntagesChanceFirm Strategy,Structure, andRivalryFactorConditionsRelated andSupport ing Industrie sRelated

19、 andSupportingIndustriesFirm Strategy,Structure, andRivalryDemandConditionsGovernment5歡迎下載精品文檔criteria are:Current size of the segme nt and an ticipated growth pote ntialCompetitive inten sity and pote ntial competiti onCompatibility with the companys overall objectives and the feasibility of succes

20、sfullyreachinga designated target 4. 3種目標(biāo)市場選擇策略（標(biāo)準(zhǔn)|差異化）：standardisedmarketing:A market-coverage strategy in which a firm decides to ignore market segmentdiffere nces and go after the whole market with one offer.Concen trated marketi ng:A market-coverage strategy in which a firm goes after a large sh

21、are ofone or a few segme nts or ni ches.Differentiatedmarketing（差異營銷）：A market-coverage strategy in which a firm decides to targetseveral market segme nts and desig ns separate offers for each.第十章1. three levels of productIn sta IllationAugmented product（附加）PackagingBrandnamevictual product（寵嵐產(chǎn)品）Fea

22、tuiesCorebenefitAftersaleMrvire product（核心產(chǎn)品）”JT *JDesign2.6歡迎下載3.the Bost on matrixThe Boston MatrixProblemChildCosRelative MarketUfi戰(zhàn)M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 pric

23、e2.Global pricingstrategies（四種價格策略） ：market Skimming : Using high-priced unique productsto achieve the highest possible contribution in a short initial time period, then graduallylowering the price as the market.Pen etrati on Prici ng:Offeri ng low prici ng to gen erate volume sales which hopefully

24、willcompensate for low margins.Market holding Price:Followingcompetitivepricingin the targetmarket; adjust ing producti on and market ing mixto competitivecon diti ons.Whe n excha nge ratechange, maintain the price.Cost plus/price escalation:cost-plus pricing requires adding up all the costs required toget the product to where it must go, plus shipp in