國際市場營銷考試范圍-wenkub
2023-04-08 23:56:29 本頁面
【正文】 ce of foreign investment, patible technical standards, mon marketing regulations6．Global Marketing Objectivesn Pressuring Competitorsn Increasing the petitive pressure in a petitor’s stronghold market n might help divert the petitor’s attention from other marketsn Diversifying Marketsn By adding new countries and markets to the pany portfolion the firm’s dependence on any one market will be lessenedn Learning How to do Business Abroadn This is an important spillover effect from marketing in a foreign countryWeek2amp。FSA（CSA）Country specific advantagesThe advantages to the firm because of the country it is from or where it produces.? As cost advantage in low cost country （FSA）Firm specific advantagesThe advantages to the firm that can not be duplicated by others.? As Vokswagen’s brand. effects1. Refers to the impact on customers of the madein label.? Products from countries with positive image tend to be favorably evaluated? From less positively perceived countries tend to be downgraded.? As buy Japanese car, not necessarily a Nissan or Toyoda 2. The madein labels has been widened.? Sony label as a sign of insurance that the product will function as a “real” Sony.3. Country of origin effects differ by product category? In apparel,less effect? Medical equipment,electronics,wine,still counts for a great deal.4. Whether a country produces at widely different quality level? German, Japan, Sweden5. Vary across markets? American brand may be advantage in Asia but may not in Europe in the Value ChainSuggests that the firm’s activities in transforming raw materials and other inputs to final goods can be viewed as a collection of plementary amp。 Affects customer choice Big furniture . small home Electric toothbrush . electricity Big people . Small cars ii. Sociocultural Environment Direct contact (language petency), Matsushita refrigerator Stage 2Preliminary Screening Rating the identified countries on macrolevel indicators Political stability,geographic distance,economics development. A Basic Equation Sales=Industry sales * Market share Time Series Extrapolation Refers a time series of data observed over some periods in the past is extended into future. are available events relevant for futureWeek5Week6l Avoidance of tariffsl No need for market research amp。 Renault,Saab amp。 Purposes—segmentation and positioning,concept testing,customer satisfaction,product evaluation Direct observation of customers buying and using existing product. Japanese pany
公司管理相關推薦
鄂ICP備17016276號-1