1、总共三个小时，十个问答，有时候给例子，有时候要求解释，写 38 开头的学号，外教判卷 1. 国际营销的实质？怎样为客户创造价值？P5 value equation 给了很好的答案，四个要点都要包括 4P 的分析 (1) The essence of marketing is to surpass the competition at the task of creating perceived value for customers. (2) Value equation = benefit/price 4Ps（price, promotion, product and place） (3)
2、Create value for customers by improving benefits or reducing price Improve the product Find new distribution channels Create better communications Cut monetary and non-monetary costs and prices * Standardization 和 adaptation 全球营销面临的基本问题标准化与适应化贯穿始终了解 可以说全球公司，比如麦当劳，都用的 combination 的方式，即 think globally
3、，act locally The extent to which each marketing mix element can be standardized or adapted in various country markets. 2. 四种 PTA 注意不是 FTA，FTA 只是其中一种，包括这四个形式：FTA(自由贸易区)；CU （FTA 的进化，比 FTA 多 了对外统一关税） ；common market（生产要素自由流动，包括劳动力、资本信息） ；EU （比前面多了经济 政策的统一） ；FTA 是其中等级最低的合作形式，countries 继续保持独立对外关税；CU 比 FTA
4、 多一个 external barriers to trade；共同市场经济联盟 （1）Free Trade Area - Two or more countries agree to eliminate tariffs and other barriers that restrict trade. - Countries continue independent trade policies with countries outside the agreements. - Rules of origin: requirements restrict the transshipment for
5、 the country with the lowest tax to another. （2）Custom Union - include the elimination of the internal barriers to trade - establish common external barriers to trade （3）Common Market - (2) + allows for free movement of factors of production, such as labor, capital and information （4）Economy Union -
6、 (3) + coordinate and harmonize economic and social policy within the union 贸易协定： 自由贸易区：两国或者更多的国家同意取消关税和其他障碍，这些国家之间没有这些贸易障碍，这些国家 维持相对于第三国的独立贸易政策；如北美自由贸易区，加拿大和智力也确定了这样一个协定。 Rules of origin：原产地规则，原产地政策要求限制了为避免贸易转移而带来的货物的流动 在北美的自由贸易区 NAFTA，通过较少关税，扩张的贸易和投资进行经济发展，非关税同盟，没有对外 统一关税，对于劳动力和其他要素的流动是限制，如墨西哥移民到美
7、国是不被允许的 关税同盟：自由贸易区进化，除了取消贸易障碍外，还建立共同的对外贸易政策，即对非成员国实行统一 关税，叫做关税同盟 共同市场：共同市场比关税同盟更进一步，除了以上所述，还允许要素的自由流动，如产品、劳动力、信 息、资本等 经济联盟：在共同市场基础上更进一步，除了以上所述之外，在整个联盟之内，实行社会政策与经济政策 的统一，甚至政治的统一，即欧盟 3. 文化 （1）什么是文化？What is Culture? - Cultureways of living, built up by a group of human beings, that are transmitted from
8、 one generation to another 文化值得是生活的方式，由一组人群创建的，代代相传的东西 - Culture has both conscious and unconscious values, ideas, attitudes, and symbols - Culture is acted out in social institutions - Culture is both physical (clothing and tools) and nonphysical (religion, attitudes, beliefs, and values) （2）高背景文化和
9、低背景文化 High- and Low- Context Cultures （文化藏在文字里，需要猜；强调背景和基础的价值观与社会地位，如日本；不注重法律文件，更相信关 系，非常在于个人声誉，彼此建立信任） ，和低背景文化（文化明确清晰，每一句话包括了很多，如美国， 重视法律文件等） ；可以举例，比如律师在高背景文化中不那么重要，而在地背景文化中很重要。 单一的时间观：一段时间里只能做一件事，时间观念强，多种的时间观：时间的融通性更强 High Context Information resides in context 文化藏在文本中，必须仔细的猜和推断 Emphasis on backgr
10、ound, basic values, societal status, focus on personal reputation, thus ones words are his or her bonds 背景、基本价值观、社会地位，看中个人信誉，一个人的话是信条 Less emphasis on legal paperwork, lawyer is less important 不重视法律文件， Low Context Messages are explicit and specific, Words carry all information 信息清晰明确, 语言本身即可传递很多信息 D
11、eals are made with much less information about the character, background and values of the participants; but focus on non-personal documentation of credibility, ones words are not reliable - must get in writing Reliance on legal paperwork, thus lawyer is very important 重视法律文本 高背景文化律师不大重要、作用有限、所说的话就是
12、信誉， 低背景文化律师很重要，对于 oral 和 writing 是不同的东西，必须是纸面的东西才能表示合同的成立。 对于公司组织的错误，在高背景文化由高层负责，在低背景文化中由低层负责 在个人空间方面，高背景文化：个人空间小 低背景文化：必须有距离，否则他会感觉个人隐私受 到侵犯 在时间方面，高背景：多元时间观生命中的任何事情都有其时间规律，应顺其自然; 时间不 重要；低背景：单一时间观时间就是金钱，线形的一时一事，守时非常重要; 竞标：高背景：不常见 低背景：常见 高：不强调个人空间 低：强调个人空间 * Hofstedes Cultural Typology P126 从 5 个维度考虑
13、国家文化，基于国家角度：具体权利距离解释（比如日本较高、德国较低社会地 位低的成员能否接受较低的社会地位，如果能够接受，则说明权利权利比较高） ，个人注意和集体主义、 男权文化（比如日本、奥地利） 、不确定行规避（社会成员对于社会当中出现的模糊的不确定性东西的看 法，不喜欢就是不确定性规避很强，比如美国这个指数非常高） 、长期导向（比如日本） ，后面讲到的广告 诉求（rational 和 * appeals 的）里面说明，那张表格也会结合有文化的 consideration Power distance Individualism/collectivism Masculinity Uncert
14、ainty avoidance Long-term orientation SRC 会形成 cultural myopia 第 4 章 全球管理信息系统 Global Management Information Systems and Marketing Research 一共两个重点 FRID 和国际市场与国内市场调查的不同 4. 管理信息系统了解 tools of MIS 重点了解 RFID 是什么？确切解释是什么(P432 CASE 12-2)有跟踪作用，方便物流、仓储运输 Intranet, Electronic Data Interchange (EDI), Efficient C
15、onsumer Response System (ECR), Electronic point of sale, RFID RFID is a new technology employing tiny tags 编程程序 equipped with microchips and antennas 天线. RFID has been used for such applications as security and access control and toll collection on roads and bridges. Now, global companies are access
16、ing the technology as a means of improving supply chain management. RFID tags can facilitate a companys effort to track the location of components and parts as they move along an assembly line, or shipping containers as they move from global factories to retailers in various parts of the world; RFID
17、-based inventory system. It is too expensive to put on individual items. And may be concerned with privacy. 5. 国际市场营销相比国内市场营销来说对问题的界定有什么不同 four specific environmental factors that may require international research efforts to be conducted differently than domestic research. 国际市场：为国际市场调研存在的，与国内相关比存在挑
18、战，P192有两个人的例子， 国际市场营销专门为某一些项目设计的营销，与国内相比主要存在一些挑战，要意识到并且对 national differences but influence the way information is obtained 有所反映 The objectives of international market research are the same as the objectives of domestic research. Global marketing research is the project- specified, systematic gather
19、ing of data in the search scanning mode on a global basis. Challenge is to recognize and respond to national differences that influence the way information is obtained. (1) researchers must be prepared for new parameters 参量 of doing business. Different requirements and the ways in which rules are ap
20、plied may differ. (2) Cultural megashock 强烈的文化冲击 , may occur as company personnel come to grips with a new set of culture-based assumptions about conducting business. (3) A company entering more than one new geographic market faces a burgeoning 急速成长 network of interacting factors. Research may help
21、prevent psychological overload. (4) Company researchers may have to broaden the definition of competitors in international markets to include competitive pressures that would not be present in the domestic market. 当你确定要调查什么问题的时候，SRC 自我参照标准的存在其存在可能影响国际市场调查或者调查数 据的有效性 * Self-reference criterion and pe
22、rception 自我参照标准 SRC 的概念，应该了解诶，不需要背文化的偏见 Unconscious reference to ones own cultural values; creates cultural myopia 不自觉的参考自己文化里的 价值观造成文化短视 How to reduce cultural myopia: 如何较少文化短视 Define the problem or goal in terms of home-country cultural traits Define the problem in terms of host-country cultural t
23、raits; make no value judgments Isolate the SRC influence and examine it Redefine the problem without the SRC influence and solve for the host-country situation 母国中心主义往往会以自我为标准 市场细分人口的标准要了解，CET 消费者母国中心主义（不同收入的人有什么影响、性别、年龄，人口 统计数据经常会用到） 6. 产品（内容集中） 产品形象的界定 P328,什么是产品形象 Brands: brands are bundle of ima
24、ges and experiences in the customers mind. It has two functions: a promise made by a particular company about a particular product and a quality certification; and also a differentiation between competing products. 关于品牌形象的 概念，来自使用的经验和体验，在 P328 有定义。 Brand image: customers integrate all their experien
25、ces of observing, using, or consuming a product with everything they hear and read about it. The sum of impressions about a brand is the brand image - mental image about both the product itself and the company that markets it. 消费者整合所有的观察、使用以及消费产品的体 验和他们所听到和督导的一切。关于一个品牌印象的综合就是品牌形象关于产品本身和生产它的公司 的头脑中的印
26、象 包装等这些都会影响品牌形象: family, friends; brand name/logo; service by company employees; packaging; company name;advertising; publicity, news stories; promotion, sponsered events; pricing; distribution 7. 品牌策略 梯度，和联合品牌策略、品牌延伸不管什么都用同一个名字; 重点了解 co-branding，在包装和广告当中的 使用，使得原来不知名的品牌很快被市场认可 (1) Combination or tie
27、red branding allows marketers to leverage a companys reputation while developing a distinctive identity for a line of products. Sony Walkman (2) Co-branding features two or more company or product brands 包装上和广告中，使品牌很快为市场认可 Properly implemented, co-branding can engender 产生 customer loyalty and allow
28、companies to achieve synergy 合作力. However, co-branding can also confuse consumers and dilute brand equity. The approach works most effectively when the products involved complement 补助 each other. Credit card companies were the pioneers 先锋, and today it is possible to use cards to earn frequent flyer
29、 miles and discounts on automobiles. 适当的执行，联合品牌策略可以产生消费者忠诚度，并且允许公司获得合力。然而，这 种策略亦可能迷惑消费者并且稀释品牌资产。这种方法在产品互补的时候最有效。信用卡公司是先 锋，今天依然可能用信用卡来赚取频繁的飞行公里和移动工具的折扣。 (3) Brand extension: brand acts as an umbrella for new products. 8. Country of origin 和 foreign branding 的区别 COO（在哪生产）对一个国家的态度：made-in 的一种态度，使一个产地的概
30、念，其实最真实，反映产品 在哪生产；区别 foreign branding：使一个品牌名称听上去更像外国名字，和 COO 还是有区别的 (1) COO在哪生产 made-in COO 强调的是原产地：德国的科技的东西，日本的电子，会让人觉得很好，这就是 COOeffect Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries. Such perceptions contribute
31、to the country-of-origin effect; Perceptions and attitudes about a products origins can be positive or negative. (2) Foreign branding 一种产品策略，如何给产品取名，比如宇宙牌香烟起名 universe，在中国生产，中国是 COO，但是 universe 是其 foreign branding，其是一种策略，相对于 local branding。是本地名称还是外地名称。 In some product categories, foreign products ha
32、ve a substantial advantage over their domestic counter-parts simply due tot their “foreignness”. Always, the subjects perceptions were positively influenced by the knowledge they were an export. It disguises the foreign origin of products by package, label and product design to minimize evidence of
33、foreign derivation. 9. Consumer Ethnocentrism and consumer animosity * Management Orientation 母国导向还有一种消费者母国中心主义 Ethnocentric orientation: Home country is superior to others; See only similarities in other countries; Assumes products and practices that succeed at home will be successful everywhere; L
34、eads to a standardized or extension approach KW: superior, similarities（只看到相似处）, 本国成功可推广到其他地方，标准化或延伸 (1) Consumer ethnocentrism: 消费者母国中心主义：由于自己的爱国主义倾向母国中心主义的倾向觉得自己国家的东西是最优 秀的，尽管有 COO 效应，但是如果他是 CET，还是会购买美国的产品，导致的结果是 buy local，购买本 国产品如果购买外国产品就是提高了当地的失业率，伤害本地经济 The consumer ethnocentrism effect: - pref
35、erence of home country products, which is based on ethnocentrism. - it is general in the sense that is tends to affect all products more or less equally. - It holds the belief that the purchase of foreign product is morally wrong, will harm local economy and increase unempolyment. They can be target
36、ed by stressing nationalistic themes. 旨在强调民族主义的主题 - The less educated and older people tend to be more ethnocentric. 市场细分的人口标准有印象就可.用于消费者母国中心主义 不同分类的人有不同的印象，会用到; FTP 影响细分的标准人口？心理？行为？利益？人口细分最 常见，比如从收入角度、年龄、性别、受教育程度等; Demographics (income, population, age distribution, gender, education, occupation),
37、psychographics, behavioral characteristics, Benefits sought (2) Consumer animosity 还存在一些怨恨愤怒等 CA 导致的结果是 boycott - Consumer Animosity 定义: The unwillingness of consumers to buy products stemming from companies based in or associated with a country towards which they harbor remnants 残余 of antipathy 反感
38、related to previous or ongoing military, political or economic events - purchasing just those of some specific country will damage the domestic economy. - The Animosity effect has been found in a variety of cultures and countries. It seems to be stronger in developed countries, but is also existent
39、in developing countries. - it is completely divorced from considerations of product quality, consumers avoid products from the offending country simply because of their anger over that countrys past or current actions. 对于购买意愿的作用是直接的，一般先要形成对产品的评价形成，但是 CA 跳过这一步，直接，对于 CET 来说，不因为产品不好，而是因为爱国，由于文化和历史因素形成的
40、。Effect and cause(定义中) The model of International consumer behavior 国际消费者模型 这个模型一定要熟悉 CA 在 PDF 老师发送的有，看一下摘要和总结：消费者由于历史上的和别的国家的冲突，特别仇视那个国 家的所有产品，会与 CET 的表合起来构成国际消费者模型。它的前因：各种仇视倾向，所有种种仇视导 致这个国家的消费者不会去购买这个国家的一切的产品，所以他已经不会去评价这个国家是好还是坏了。 知道产品好也不去购买，会直接越过评价还价，进入 purchase willingness，最终导致 boycott 这个国家的产 品；
41、其区别于 CET，CET 是不买外国货，只买自己的货，另一个是买外国货但是不买仇视国家的货物。 一个是 buy local，另一个是 boycott这两个的作用机理是一样的，都是不经过产品影响的形成，直接 作用于购买决策，很重要的是人口统计数据的因素都会有影响性别、年龄等 COO，CA，CET BRAND IMAGE SUPPLY CHAIN SUPPLY CHAIN IMAGE 都要知道，那种表格而要用 话叙述出来，显然判断会影响，影响判断（产品形象，供应链形象，COO 会影响判断） ；CET 直接影响最 终决策，没有对产品的判断的过程，有两个因素越过这个关节，即 CET 和 CA，这两个必
42、须提到，只有 COO 对产品是有评价的必须有所解释：For a marketer, the most important thing is if the consumers will buy his product, the judgment is .作为营销人，最关心得是购买意向；Surply chain definition 描述一下， 描述一下其 image、从供应商到经销商的问题 10. Communication 的广告，广告的诉求和文化的联系理性诉求和感性诉求 首先要知道什么是 advertisingglobal advertising。面对一个有一些针对性，文化因素成为考虑因素，引 入了五个维度，P453，会有相应描述 (1) 全球广告: Global advertising is the use of the same advertising appeals, messages, art, copy, photographs, stories, and video segments in multiple country markets
