全球营销 1、麦当劳全球营销战略的关键要素，特别是麦当劳如何处理标准化问题 关键要素在于麦当劳的特许经营战略，有事业心，有经营天赋，正直，有业 务经验的人才会被授予特许经营权；地点的选择和建筑的战略，地点的选择 必须能够为客户提供便利，能为公司带来盈利；产品线战略，有限的菜单服 务项目，提高产品的口味，扩大产品的种类，进入快餐食品，为关心健康的 人们提供更多的服务项目；麦当劳的社会责任：积极承担社区责任，支持当 地的福利事业和着去项目，帮助创造一种社区的邻里精神，促进教育上的卓 越 The key factors of McDonald’s global marketing strategies are as follows: (1) Franchising strategy: only those enterprising, upright, and experienced people, and those who have enough marketing talents can be franchised. (2) Place choosing strategy: the chosen place must be convenient to customers, and be profitable to company. (3)Product line strategy: to limit the menu service, it tries to vary the flavor and types of products. It provides more services, in fast food industry, for customers who care for their health. (4) Undertaking social responsibilities: McDonald is actively assuming its community responsibilities, supporting the local welfare, helping to create neighborhood spirit and promoting education. 2、你认为发展中国家，如俄罗斯、中国和印度的政府官员欢迎麦当劳吗？这些 国家的消费者是否欢迎麦当劳？为什么？政府官员应该对麦当劳有所抵触。
麦当劳进入这些国家意味着要就地取 材.发展中国家的劳动力和原材料相对发达国家而言都要廉价, 但产品的价格 却没有低多少但同时，麦当劳的到来也有利于增加这些发展中国家的就业 岗位这些国家的消费者应该是欢迎麦当劳的到来的快捷的服务，多样的 选择让消费者在体验快餐的同时还能有美味 (1)Government officials may resist McDonald. The access of McDonald into these countries means the McDonald needs to make use of local resources. Though compared with the developed countries, the labor and raw material are much cheaper, the prices are almost the same. However, McDonald’s coming also provides many new jobs for these countries. (2)Consumers in these countries may welcome the coming of McDonald. The efficient service and multi-choices guarantee them the fast food as well as dainty.3、2003 年年底，麦当劳宣布它正在卖掉多纳托斯比萨饼部分。
根据这一规定， 请评估除汉堡与炸薯条模式以外麦当劳成功的前景作为餐饮零售服务业的龙头老大，麦当劳对服务视如性命般重要经营 信条——卖的就是服务 今天麦当劳已成为最令人敬佩的服务机构，正如 麦当劳所宣称的：“我们卖的不是汉堡包，而是服务 ” 麦当劳清楚地知道， 其食品决不是吸引顾客的关键因素，因而为了切合本土需求，将经营的重心 放在了服务和氛围上 人们之所以喜欢到麦当劳去就餐，并不仅仅是冲着 新鲜的汉堡包，因为其他一些餐厅制作的汉堡包味道也许更好As the leading company in food and beverage retail industry, McDonald considers its service as the matter of vital importance. McDonald’s management maxim is that what we sell is our service. Today McDonald has become the most honorable service industry, just as what it claims -----what we sell is not hamburger, but service. He clearly knows that its food is not the key factor of attracting customers. Thus in order to meet the local needs, he focuses his attention on the service and environment. People go to McDonald not because of the fresh hamburgers, but the good service and environment, for that other restaurants can also make good hamburgers, even better. 4、有人认为麦当劳或其他著名公司在向全球扩张时不该犯错误，也不该引起社 会争议，你认为这种期望现实吗？为什么世界各地的反全球化示威者经常把 麦当劳作为攻击目标？(1)这种期望很不现实。
任何公司在想全球扩张的时候都是摸着石头过河， 虽然有很多其他跨国公司的经验可以借鉴，但是因为公司的文化差异和战略 目标的不同，并不能完全照搬照抄所以在想全球扩张时犯错误也是不可避 免的2)人们主要反对的是美国的经济扩张，反对美国在全球化的幌子下进行 经济侵略而麦当劳则作为美国的象征且其食物对于人又无益，因此也就不 可避免地成了他们的攻击对象1) This kind of expectation is quite unrealistic. Any company who wants to expand globally will have to explore its own way. Although it can get reference from many other multinational corporations, it cannot be a copycat, because of the differences in company culture and strategic objectives. In the process of global expansion, making mistakes is inevitable.(2)What people resist is the economic expansion of America, and the economic invasion of it under the cover of globalization. McDonald, whose products do no good to people’s health, and as a symbol of America, will unavoidablly be the target of demonstrators.芭比：美国女孩走向全球 1、请描述美泰芭比的全球营销战略，并对它的成功做出评价。
(1) 参与全球市场，如进入日本，巴西等的国家 (2) 不断修改产品，在体现产品标准化的同时又有差异性 (3) 对价格进行战略调整美泰芭比娃娃将市场定位于 10-15 周岁之间的未 成年少女，这就有别于传统的定位理念，同时这也是一片未被人发现的 蓝海，所以取得成功也就不足为奇 (1) Participating in the global market, such as the entering into Japanese and Brazil market, etc. (2) Constant modification of products, presenting the standardization as well as differentiation. (3) Strategic adjustment of price. Mattel locates its market position of Barbie doll at young girls between 10 and 15 years old. This is different from the traditional orientation. Because the huge market is totally undeveloped, it is not a surprise that Mattel can succeed.2、美泰进入日本市场时遭遇了很多困难，它在日本是如何取得较大成功的？美泰利用日本女孩更喜欢全球皆知的芭比娃娃这一发现，在东京设立了自 己的营销和销售代表处，从而将美国的芭比娃娃引进日本，并且获得成功。
而后美泰再度与万豪联手，从而提升了自己的市场地位By the discovery that the Japanese girls have more preference on world famous Barbie dolls, Mattel achieved success by setting up a sales representative office in Tokyo, and introducing American Barbie dolls to Japan. Then it jointed hands with Marriot, and enhanced its market position.3、在拉丁美洲，美泰应该采用什么样的策略来应对苏茜娃娃构成的威胁？苏茜娃娃在拉美获得成功的原因在于：一是低廉的价格，二是融合了当 今的巴西特色苏茜反应了这样一个理念，小女孩想要的是像她们现在而不 是长大以后的模样的娃娃面对这种新娃娃的有力竞争，美泰需要强化自身 的优势，一确保芭比在拉美地区获得成功 The low price and the combination of Brazil features are the two reasons contributing SUSIE dolls’ success in Latin America. SUSIE dolls represents such an idea that little girls want dolls that are similar to them at present, not that in the fu。