全球營(yíng)銷(xiāo)管理復(fù)習(xí)資料-文庫(kù)吧資料
2025-04-22 22:12本頁(yè)面
【正文】 offer both superior product ，distribution ，or promotion benefits and lower prices relative to the petition ，it enjoys an extremely advantageous position.The bottom line on the value equation is that you can succeed in a market only you have perceived value that is equal to or greater than that of your petitors. if you are new and unknown，your best entry strategy is to enter the market with an offer that customers will find hard to refuse： Offer quality and features that equal or exceed that of your petition at a lower price. the price will get your prospect39。 positioning and strategy are the same in all countries； it projects a global image of fun ，good times ，and enjoyment . coke is “the real thing.” there is only one coke. it is unique .it is a brilliant example of marketing differentiation. the essence of discrimination is to show the difference between your product and other peting products and services. 2. What is the significance of the value equation for global marketers? P5P159The value equation can be considered as a guide to create perceived value for customers by any organization operating anywhere in the worldThe value equation is known as V=B/P, Where V is the value, B is benefits and P is price. specialized information appears of minor relevance7. What are the differences between an international and a global product?p334 International products are offered in multinational, regional markets. The classic international products is the euro product, offered throughout Europe but not in the rest of the world.Global products are offered in global markets. A truly global product is offered in the triad, in every world region, and in countries at every stage of development, meet the wants and needs of global market.8. What six criteria should be assessed when evaluating potential export markers? P235six criteria should be assessed：market potential, market access, shipping costs, potential petition, service requirements, and product fit 9. What criteria should global marketers consider when making product design decisions? P342Global marketers need to consider four factors when marking product design decisions: preferences, cost, lows and regulations, and patibility. 論述題1. What is meant by global localization? Is CocaCola a global product? Explain. P6It means a successful global marketer must have the ability to “think globally and act locally”. A “global product” may be “the same” product everywhere and yet “different”. Global marketing requires marketers to behave in a way that is
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