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1、第一章3. Describe some of the global marketing strategies available to companies. Give examples of companies that use the different strategies. (1)Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world markets; 2. standardization versu
2、s adaptation is the extent to which each marketing mix element can be standardized or adapted in various country markets; 3. concentration of marketing activities is the extent to which activities related to marketing mix are performed in one or a few country locations; 4. coordination of marketing
3、activities is the extent to which activities related to marketing mix are performed interdependently around the globe; 5. integration of competitive moves is the extent to which a firms competitive marketing tactics in different parts of world are interdependent. Examples: 1. Coke is the best-known,
4、 strongest brand, as the Coca-Cola Company, supporting its Coke, Fanta, and Powerade brands with marketing mix elements both that are globe and local, is adept at adapting sales promotion, distribution, and customer service efforts to local needs;2. Mcdonalds business model is a restaurant system th
5、at can be set up virtually anywhere in the world and offers core menu items-hamburgers, French fries, and soft drinks-in most countries, and the company also customizes menu offerings according to local eating customs.5. Describe the difference between ethnocentric, polycentric, regiocentric, and ge
6、ocentric management orientations(1)Ethnocentric orientation: home country is superior to the rest of the world, sees similarities in foreign countries，leads to a standardized or extension approach; Polycentric orientation: the opposite of ethnocentrism, each country in which a company does business
7、is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; managements goal is to develop an integrated regional strategy; Geocentric orientation：views the entire world as a potential market and
8、strives to develop integrated world market strategies.第二章1. Explain the difference between market capitalism, centrally planned capitalism, centrally planned socialism, and market socialism. Give an example of a country that illustrates each type of system.（2）Market capitalism is an economic system
9、in which individuals and firms allocate resources and production resources are privately owned. (England). Centrally planned capitalism is an economic system in which command resource allocation is utilized extensively in an environment of private resource ownership. (Sweden)Centrally planned social
10、ism, in this type of economic system, the state has broad powers to serve the public interest as it sees fit. (Former Soviet Union)Market socialism, in such a system, market allocation policies are permitted within an overall environment of state ownership. (China)4. A manufacturer of satellite dish
11、es is assessing the world market potential for his products. He asks you if he should consider developing countries as potential markets. How would you advise him? (2)Despite the difficult economic conditions in parts of developing countries, many nations will involve into attractive markets.One of
12、marketings roles in developing countries is to focus resources on the task of creating and delivering products that are best suited to local needs and incomes. The role of marketing to indentify peoples needs and wants is the same in all countries, irrespective of level of economic development. It i
13、s also an opportunity to help developing countries join the information age.第三章1. What are some of the elements that make up culture? How do these find expression in your native culture?（3）Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguish one society from
14、 another.Culture is acted out in social institutions, such as, family, education, religion, government, business.第五章1. Explain how information technology puts powerful tools in the hands of global marketers.(5)Modern IT tools provide the means for a companys marketing information system and research
15、 functions to provide relevant information in a timely, cost efficient, and actionable manner. Electronic data interchange (EDI) allows business units to submit orders, to issue invoices, to conduct business electronically, Wal-Mart legendary for its EDI, save time and money, enables retailers to im
16、prove inventory management. Transaction formats are universalEfficient Consumer Response (ECR) This is in addition to EDI, an effort for retailers and vendors to work closely on stock replenishment(补充). ECR can be defined as a joint initiative by members of a supply chain to work toward improving and optimizing(最优化) aspects of the supply chain to benefit customersIntranet, Electronic Point of Sale (EPOS), Data Warehouses
