国际营销简答题.doc

4’*5=20分
1.What are the stages of life cycle of product? Provide a short description for each of them. Chapter1P4
1. product development: development &research (D&R )costs mount
2. Pre-introduction :marketing planning is involved, especially promotion costs mount
3. introduction--distribution/price strategy
An initial low pricing policy to get into the market, though with little competition, price may be high initially to recoup development costs.
Selection of a distribution model to get the product onto the market.
4. growth--sales revenues outnumber costs
The growth stage is typically characterized by a strong growth in sales and profits.
5. maturity成熟-competition is getting fierce, and profits level off.
This is probably the most competitive time for most products and businesses need to invest wisely in any marketing they undertake.
6. decline-sales /prices/profits drop; consumers are seeking for new products
Eventually, the market for a product will start to shrink.
2.What difficulties did Wal-Mart encounter遇到 when it tried to expand Chinese market, and how did Wal-Mart solves these problems according what you have learned in this semester? Chapter3 P50
Regionalism:Wal-Mart have difficult in interprovincial transportation and distribution of the products they cover.
How:Wal-Mart encourages suppliers that sell nationwide to use the distrubution center and offers back-haul services from their local marketplaces.use distribution centres and back-haul trucks.
Nontariff Trade Barrier:government efforts to keep Chinese products on, and imported products off shelves.
How:Chinese customers are still interested in trying new, imported goods.
Financial Matters:Regional fragmentation of finance regulation, tax laws, and other institution has effect on the payment side of the supply chain.
How:Wal-Mart has worked with the Chinese government to set up a holding company to consolidate joint venture distribution and finance.
Inefficient LTL & Private, Nationwide Parcel Delivery:
The choice of service providers is limited, and tracking, pickup, and delivery are unreliable.
How:Chinese state-owned transport firms and foreign freight or parcel companies have recently been established.

3.List at least five international market entry strategies, and provide a short description for each of them. Chapter2 P37
Exporting：Sell products /goods/visible commodities to the buyers from domestic markets to oversea markets
Agency：A global company grants an organization ( called as an agent )to sell its products
Franchising: Franchising is the practice of the right to use a firm's successful business model and brand for a prescribed period of time. For the franchiser, the franchise is an alternative to building "chain stores" to distribute goods that avoids the investments and liability of a chain.
Contract Manufacturing :A contract manufacturer ("CM") is a manufacturer that contracts with a firm for components or products. It is a form of outsourcing.
Management contracting: A management contract is an arrangement under which operational control of an enterprise is vested by contract in a separate enterprise that performs the necessary managerial functions in return for a fee.
Original Equipment Manufacture (0EM):Original equipment manufacturer (OEM) is a term used when one company makes a part or subsystem that is used in another company's end product.
FDI

4. Make a comparison among absolute quota(绝对配额）/tariff-rate quotas(关税配额）/voluntary export restraints (VERs 自愿出口限制）
absolute quota:To impose a maximum amount on the quantity or amount of imports of certain commodities for a specified period of time.
tariff-rate quotas:The importing country sets a quantitative limit on the quantity of imported goods, and applies a higher or general tax rate to the goods imported after exceeding the limit
Voluntary export restriction: is an action unilaterally taken and implemented by the exporting country. It is called "voluntary" and means that the exporting country has the formal right to cancel or modify the restrictive measures.

5. Why do marketeers want to expand overseas markets, carrying an established product? Chapter7 P122
Saturation: the home market has peaked and is now saturated with your product.
Declining interest：
Foreign demand：receiving an unsolicited demand from a foreign buyer.
Share enlargement: flush with cash or energized with curiosity,they wish to increase their sales by increasing their exposure.Competition
Exchange value: the value of national currencies can fluctuate wildly, often with deleterious effects on domestic companies.when production cost rise and domestic buying power declines, the marketeer have no choice but to look offshore for customers.
Preproduction penetration: prior to setting up full scale offshore production, a company will sell to the targeted market as a way of testing demand , observing price elasticity, or educating the population about a product.
Government request: many developing countries finance their growth through exports, since domestic buying power is limited.

6. Internet research is becoming widespread nowadays. Can you illustrate the benefits and shortcomings of internet research?
Benefit: speed, immediacy, and a complete disregard for physical distance. 
1.focused and purposeful (so not recreational browsing),
2.uses internet information or internet-based resources
3.tends towards the immediate (drawing answers from information you can access without delay)
4.tends to access information without a purchase price.
shortcomings
1.unrecognized bias,
2.difficulties in verifying a writer's credentials
3.not be the most suitable resources to answer a particular question
1.Advertising campaign 广告营销
A planned set of adverting messages repeated in a variety of media.
2. Commodity 商品
Any article exchanged during trade. More commonly, it’s used to refer to raw materials.
3. Consumer products 消费品
Goods purchased by individuals or households for their personal use, as opposed to products purchased by businesses.
4. Created market 新创市场
A market where a product is placed on offer with no previous demand.
5. Distributor 分销商
A company that undertakes to purchase products from the manufacturer for resale in a given market.
6. Dumping 倾销
The export of goods to a market for sale at a price below actual production cost in an effort to gain market share.
7. Exchange risk 外汇风险
The risk associated with the potential for a change in the market value of currencies that occurs between the time an international contract is agreed upon and when payment is actually made.
8. Expropriation 征用
The forcible takeover by a local government of a foreign business operating within its borders. The seizure generally happens without payment.
9. Found market 新发现市场
A market wherein consumer demand initiates the development of goods or services to meet that demand.
10. Hard currency 硬通货
National currencies that hold an internationally stable value over an extended period and have great ease of exchange.
11. Marketing max 营销组合
The combination of the marketing elements of product, price, place and promotion to generate the sale of goods or services.
12. Market research 市场调研
The objective and systematic process of locating and analyzing information for making decisions about a specific market or product.
13. Niche marketing 利基营销/补缺营销
Marketing strategy in which a company focuses its entire effort on a small, specialized segment of a larger market.
14. On-the-ground 实地考察
Research or information acquired in the actual market that’s the subject of the research.
15. Penetration 市场渗透
The degree to which a product and its promotion have attained market share in any targeted market segment.
16. Positioning 市场定位
The way that customers perceive a company’s product in relation to that of its competition.
17. Product life cycle 产品生命周期
The series of stages through which a product passes, including development, introduction, growth, maturity and decline.
18. Segmentation 市场细分
A strategy wherein a large market is subdivided into ever smaller pieces, with each new segment being the focus of its own marketing plan and effort.
19. Soft currency 软通货
National currencies that have an unstable international value and are difficult to exchange, due to the issuing nation’s lack of recognized reserves.
20. Statistical research 统计研究
A method that utilizes date and measurements to determine consumer behavior and potential demand.