全球營銷管理復(fù)習(xí)資料-免費(fèi)閱讀
【正文】 s attention ，and the quality and features will keep it. over time ，as you bee known ，you can raise your prices to a level that is consistent with your perceived value.what is the difference between low –context culture and a highcontext culture ?Give an example of a country that is an example of each type, and provide evidence for your answer .how does this apply to In a lowcontext culture ,message are explicit。 sees similarities and differences in home and host IV. 簡答題1. Identify some of the environmental influences on global pricing decisions. P359Global marketers must deal with a number of environmental considerations when making pricing decisions .Among these are currency fluctuations, inflation, government controls and subsidies, petitive behavior, and market demand.Some of these factors work in conjunction with others。 for example,inflation may be acpanied by government controls.2. Briefly describe various binations of product/munication strategies available to global marketers. When is it appropriate to use each? P346Strategy 1 :product /munication extension .is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market .it used frequently with industrial (business to business)productsStrategy 2 : product extension, munications adaptation is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used when a product fills a different need, appeals to different segment, or serves a different function under conditions of use that are the same or similar to those in the domestic marketStrategy 3: product adaptation, munication extension is an approach to global product planning is to extend, without change, the basic homemarket munications strategy while adapting the product to local use or preference conditions, Strategy 4: dual adaptation is an approach used both the different product serves and advertising appeals to consumer receptivity when paring a new geographic market to the market ,environmental conditions or consumer preferences differ.Strategy 5: product invention. It used when potential customers have limited purchasing power.3. What is a transfer price? What are three methods for determining transfer prices? P373Refers to the pricing of goods and services bought and sold by operating units or divisions of a single pany.The three methods are costbased transfer pricing, marketbase
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