international marketing coulture

国际市场营销策划方案英文doc1. IntroductionThe purpose of this marketing plan is to provide a detailed strategy for entering and succeeding in international markets. The plan will outline market analysis, target audience segmentation, marketing objectives, marketing mix strategies, and budgeting considerations.2. Market Analysis2.1 Market Size and GrowthThe first step in developing a successful international marketing plan is to thoroughly analyze the target market. The market size and growth potential will provide insight into the viability and profitability of the venture. This analysis will consider factors such as population size, purchasing power, GDP growth rate, and market trends.2.2 Competitive AnalysisUnderstanding the competitive landscape is crucial for developing effective marketing strategies. Analyze competitors' strengths and weaknesses, market share, pricing strategies, and distribution channels. Identify any competitive advantages that can be leveraged to gaina competitive edge in the target market.2.3 Cultural AnalysisCultural factors play a significant role in international marketing. Analyze the target country's cultural norms, values, beliefs, and consumer behavior. Tailor marketing messages, product positioning, and packaging to align with the cultural preferences of the target audience.3. Target Audience SegmentationSegmentation enables effective targeting and positioning strategies. Identify and segment the target audience based on demographic, psychographic, and behavioral factors. For example, identify age, gender, income level, lifestyle, and purchasing behavior to hone in on the most profitable segments.4. Marketing ObjectivesClear marketing objectives are essential for measuring success and guiding marketing strategies. SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives provide a framework for setting clear goals. Examples of marketing objectives may include:- Increase market share in the target market by 10% within the first year.- Generate $1 million in revenue from international markets within the first year.- Increase brand awareness by 20% in the target market within the first six months.5. Marketing Mix StrategiesThe marketing mix, also known as the Four Ps (Product, Price, Place, and Promotion), must be adapted to fit the target market. Develop strategies for each element of the marketing mix based on market analysis and segmentation.5.1 Product StrategyTailor the product or service offering to meet the needs and preferences of the target market. This may involve product customization, packaging modifications, or offering additional features to appeal to the target audience.5.2 Pricing StrategyPricing strategies should take into account factors such as local market conditions, competition, and customer perceptions of value. Consider using market penetration pricing, skimming pricing, or competitive pricing strategies based on the target market analysis.5.3 Place StrategyDistribution channels play a crucial role in international markets. Determine the most effective distribution channels for reaching the target audience. This may involve utilizing local distributors, establishing partnerships, or developing an e-commerce platform.5.4 Promotion StrategyPromotion strategies should be tailored to the target market's media preferences, cultural norms, and communication channels. Develop a comprehensive promotional plan that includes advertising, public relations, sales promotions, and digital marketing initiatives. 6. Budgeting ConsiderationsAllocate appropriate financial resources to support the international marketing efforts. Considerations should include market entry costs, promotional expenses, distribution costs, and any other relevant expenses. Develop a detailed budget plan to ensure sufficient funding for all marketing activities.7. Implementation and ControlThe final step in the international marketing plan is to develop an execution timeline, assign responsibilities, and establish control mechanisms to monitor and evaluate the success of the marketing efforts. Regularly review key performance indicators, adjust strategies as necessary, and ensure that the marketing plan aligns with the overall business objectives. ConclusionA well-developed international marketing plan is essential for successfully entering and thriving in international markets. Thorough market analysis, effective target audience segmentation, clear marketing objectives, and tailored marketing mix strategies are key components of a successful plan. Continuous monitoring and evaluation are crucial to ensure the plan remains relevant and effective in achieving the desired marketing outcomes.。

Chapter 12、“. . . the marketer’s task is the same whether applied in Dime Box, Texas, or Dar es Salaam, Tanzania.”Discuss. The only difference between domestic marketing and international marketing is that the activities take place in more than one country.Therefore, the marketing task is the same throughout the world.3、How can the increased interest in international marketing on the part of the U.S. firms be explained?Increased interest has been brought about because of changingcompetitive structures, coupled with shifts in demand characteristicsthroughout the world. The U.S. market has reached saturation levels for many products, and increasing numbers of firms are faced with surpluses which must be sold. Also, many firms find that return on investment may be higher in foreign markets than in domestic markets. Finally, more and more firms realize that tomorrow’s markets will be world markets and it isimperative that they establish world market positions early.4、Discuss the four phases of international marketing involvement.The first phase includes those domestic firms which have no foreignbusiness activity except those sales made to foreign customers who come directly to the firm. The second phase includes domestic firms which have temporary surpluses which are sold abroad. Therefore, sales are made on an availability basis with little or no intention for continuing marketrepresentation. The third phase includes the domestic firms that havepermanent productive capacity which is utilized to produce goods which are sold on a continuing basis in foreign markets. The fourth phaseincludes the international company that produces a product for the world market.5、Discuss the conditions that have led to the development of global markets.According to the Professor Levitt and others who suggest that there is a global market for goods, this phenomenon has resulted from newcommunications technology, travel and other factors which have led to the markets of the world being more aware of different products and processes.As a result of this awareness, there are segments in each market who have had similar experiences and thus have common needs. These commonneeds are described as a demand for high quality, reasonably priced,standardized products. There is a strong feeling that within each country’s market there is a growing segment that has been exposed to ideas from around the world and thus have had their tastes and perceived needsaffected. There is a strong feeling that world markets are being driventoward a converging commonality of taste and needs leading toward global markets.6、Differentiate between a global company and a multinational company.The main distinction between a global and a multinational company is thata global company assumes there are segments across countries whichhave the same needs and wants and designs a standardized, high quality, reasonably priced product for those segments and markets it as if there are no differences among the country markets. On the other hand, amultinational company operates in a number of countries and adjusts its products and marketing practices for each market. The multinationalcompany has a specific marketing plan and adapts products for eachcountry market. The philosophy for the multinational company is that there are cultural differences among countries that require specific adaptations for those markets. This is contrasted with the global company which sees the entire world, or major regions of it, as a single entity requiring nospecialized adjustments. This distinction may be more myth than fact and reflects Professor Levitt’s opinion.7、Differentiate among the three international marketing concepts.Companies can be described by one of three orientations to international marketing management:1. Domestic Market Expansion Concept2. Multi-Domestic Market Concept3. Global Marketing ConceptIt is expected that differences in the complexity and sophistication of a company’s marketing activity depend on which of these orientations guides its operations.The Domestic Market Extension Concept. The domestic company thatseeks sales extension of its domestic products into foreign marketsillustrates this orientation to international marketing. It views itsinternational operations as secondary to and an extension of its domestic operations. The primary motive is to dispose of excess domestic production.Domestic business is its priority and foreign sales are seen as a profitable extension of domestic operations. While foreign markets may be vigorouslypursued, the orientation remains basically domestic. Its attitude toward international sales is typified by the belief that if it sells in Peoria it will sell anywhere else in the world. Minimal, if any, efforts are made to adapt the marketing mix to foreign markets. The firm’s orientation is to market to foreign customers in the same manner the company markets to domestic customers. It seeks markets where demand is similar to the home market and its domestic product will be acceptable. This Domestic Market Expansion Strategy can be very profitable. Large and small exporting companies approach international marketing from this perspective.Multi-Domestic Market Concept. Once a company recognizes the importance of differences in overseas markets and the importance of offshore business to their organization, its orientation toward international business may shift to a Multi-Domestic Market Strategy. A company guided by this concept has a strong sense that country markets are vastly different (and they may be, depending on the product) and that market success requires an almost independent program for each country. Firms with this orientation market on a country-by-country basis with separate marketing strategies for each country. Subsidiaries operate independently of one another in establishing marketing objectives and plans. The domestic market and each of the country markets have separate marketing mixes with little interaction among them. Products are adapted for each market with minimum coordination with other country markets, advertising campaigns are localized as are the pricing and distribution decisions. A company with this concept does not look for similarity among elements of the marketing mix that might respond to standardization. Rather, it aims for adaptation to local country markets. Control is typically decentralized to reflect the belief that the uniqueness of each market requires local marketing input and control.Global Marketing Concept. A company guided by this new orientation or philosophy is generally referred to as a global company, its marketing activity is global marketing, and its market coverage is the world. A company employing a Global Marketing Strategy strives for efficiencies of scale by developing a standardized product, of dependable quality, to be sold at a reasonable price to a global market (that is, the same country market set throughout the world). Important to the Global Marketing Concept is the premise that world markets are being ―driven toward a converging commonalty‖ that seek much the same ways to satisfy their needs and desires and thus, constitute significant market segments with similar demands for the same product the world over. With this orientation a company attempts to standardize as much of the company effort as is practical on a world-wide basis. Some decisions are viewed as applicable worldwide, while others require consideration of local influences. The world as a whole is viewed as the market and the firm develops a global marketing strategy.9、Discuss the three factors necessary to achieve global awareness.The three factors necessary to achieve global awareness are: 1) objectivity;objective in assessing opportunities, evaluating potential, and responding to problems. Too often mistakes are made because companies are swept away with generalities and make investments only later to find out that their commitment or abilities were not sufficient to succeed, 2) tolerance toward cultural differences; tolerance is understanding cultural differences andaccepting and working with others whose behavior may be different from yours, 3) knowledgeable; knowledgeable about cultures, history, worldmarket potentials, and global economy and social trends is critical for aperson to be culturally aware. To be successfully in international business and globally aware, a person needs to keep abreast of the enormouschanges occurring throughout the world. The 21st century will usher ingreat change and opportunities. The knowledgeable marketer will identify those opportunities long before it becomes evident to others.10、Define and discuss the idea of global orientation.A global orientation means operating as if all the country markets in acompany’s scope of operations (including domestic market) areapproachable as a single global market and to standardize the marketing mix where culturally feasible and cost effective or to adapt the marketing mix where culturally required and cost effective. A global orientation does not mean to follow a single strategy of standardization without regard for cultural differences nor does it imply that the marketing effort must beadapted to every cultural difference. Instead, it means looking for market segments with similar demands that can be satisfied with the same product, standardizing the components of the marketing mix that can bestandardized, and, where there are significant cultural differences thatrequire parts of the marketing mix to be culturally adapted, adapting.Chapter 2:2. The Tokyo Round of GATT has emphasized the reduction of nontariff barriers. How does the Uruguay Round differ? 东京回合关贸总协定强调非关税壁垒的减少。

一.名词解释（每题 3分共 15分）1. 国际市场营销是指商品和劳务流入一个以上国家的消费者或用户手中的过程。

换而言之，国际市场营销是一种跨国界的社会和管理过程，是企业通过计划，定价促销和引导，创造产品和价值并在国际市场上进行交换，以满足多国消费者的需要和获取利润的活动。

2.文化适应当不同文化群体的人们进行持续不断的直接接触时，一方或双方的原文化类型所产生的变化称为文化适应。

文化适应分为四个阶段：同化，分离，融合，微小化3.特许经营是指特许经营权拥有者以合同约定的形式，允许被特许经营者有偿使用其名称、商标、专有技术、产品及运作管理经验等从事经营活动的商业经营模式。

4.标准化定价采用标准化定价法的企业给销往任何市场的产品都制定统一的出厂价格。

虽然产品出厂时价格是统一的，但由于消费者需要直接或间接地支付运输费用及进口关税，所以对于最终消费者来说，不同地区的产品价格差异是相当大的。

5.Green marketing企业在绿色消费需求的推动下，从而保护环境、充分利用环境资源、绿色资源，研发绿色产品把日常生活的中废品和大自然的绿色资源变成为消费品，从而满足消费者的需求的企业的营销的理念。

它是以消费者的绿色消费需求为基础之上，综合利用各种资源进行企业的整个的营销的过程。

6.主动竞争定价法与随行就市定价法相反，主动竞争定价法不是追随竞争者的价格，而是以市场为主体，以竞争对手为参照物的一种常用的营销绩效定价方法。

定价时首先将市场上竞争商品价格与企业估算价格进行比较，分为高、一致及低三个价格层次。

其次，将企业商品的性能、质量、成本、式样、产量等与竞争企业进行比较，分析造成价格差异的原因。

再次根据以上综合指标确定企业商品的特色、优势及市场定位，在此基础上，按定价所要达到的目标，确定商品价格。

最后，跟踪竞争商品的价格变化，及时分析原因，相应调整企业商品价格。

7. 强制性的产品适应为了保护本国消费者或者维持原有的商业习惯，各国政府会针对一些产品指定特殊的法律、规则和要求。

<International Marketing>国际市场营销词汇表Aaccessibility （市场细分）可接受性acquisition 收购actionability实效性actual product现实产品（形式产品）administered VMS管理系统advertising objective广告目标advertising specialities广告特写稿，号外advertising广告，广告活动affordable method财力承受力age and life—cycle segmentation年龄及生命周期细分agent代理人allowance折让,津贴American Marketing Association（AMA）美国市场营销协会analytical marketing system营销分析系统annual plan control年度计划控制Asia and Pacific Economic Cooperation 亚太经合组织atmospheres气氛,环境（购买现场）attitude态度augmented product附加产品automatic vending自动售货（机）available market 有效性市场Bbaby room （第二次世界大战至６０年代后）生育高峰backward integration后向一体化basing-point pricing基定定价behavioral segmentation购买行为细分benchmarking产品水准基点(与购买者比较)benefit segmentation顾客利益细分brand decision品牌决策brand equity品牌价值brand extension品牌延伸brand image品牌形象brand mark品牌标志brand name品牌名称brand品牌breakeven pricing盈亏零界点定价法bribery and corruption 贿赂、受贿Bribery 行贿broker经纪者business analysis商业分析business philosophy商业观，经营哲学business portfolio 业务组合buyer’s market买方市场buyer decision process购买者决策过程buyer-readiness states 购买状态buyer购买者Ccall norms 访问(客户）标准次数captive—product pricing组合产品定价法cash cows金牛类产品cash discount现金折扣catalog marketing目录营销causal research因果分析调查central business district中心商业区chain stores连锁商店channel level渠道层次channel members渠道成员channel system渠道系统closing结帐cluster analysis 聚类分析collaborations 合作combination store联合商店commercialization商业化company marketing environment公司营销环境company marketing opportunity公司营销机会comparison advertising比较广告competitive advantage竞争广告competitor analysis竞争者分析competitors竞争者concentrated marketing集中性市场营销confiscation 没收consumer buying behavior消费者购买行为consumer cooperative消费者合作社consumer goods消费品consumerism消费者保护主义consumer market消费者市场consumer orientation消费者导向consumer消费者contests sweeptakes contractual VMS合同系统convenience goods日用品convenience store便民店conventional marketing channel传统营销渠道cooporate chain 公司连锁core product 核心产品corporate communication公司宣传corporate VMS公司系统cost—plus pricing成本加成定价counter segmentation反细分化coupons优待券；赠券criteria 标准cultural environment文化环境culture文化cultural Change 文化变革cultural Borrowing 文化借鉴currency fluctuations 币值波动customer attitude tracking顾客态度跟踪customer group顾客群customer-structured sales force顾客结构型推销结构customer顾客custom union 关税同盟Ddatabase marketing 数据库营销data compatibility 数据的兼容性decision-making approach决策研究法decline stage衰退期demand curve需求曲线demands需求demand需求demographic segmentation人口统计环境department store百货商店derived demand派生需求；引发需求differentiated marketing差异性营销direct export直接出口direct investment直接投资direct-mail marketing直邮营销discount store折扣商店discriminatory pricing（需求)差异定价distribution channel 分销渠道diversification growth opportunity多样化增长机会diversification多样化，多种差异dogs狗灯产品door—to-door retailing挨户销售durable goods 耐用品Eecological environment生态环境economic community 经济共同体economic enviroment经济环境embargo禁运，贸易禁止令engel's laws恩格尔定律environmentalism环境保护主义exchange control外汇管制；外汇管理exchange function交换功能exchange rate汇价；汇率;外汇行市exchange交换Extortion 索贿exclusive distribution独家分销experience curve（learning curving)经验曲线；学习曲线exporting出口expropriation 征用Ffacilitating function便利功能fads时尚family life cycle家庭生命周期fashion 流行financing资金融通fixed costs固定成本FOB—origin pricing离岸价格forecasing预测foreward integration向前一体化form Utility形态效用franchise organization特许经营组织franchise特许经营franchising 特许经营freight—absorption pricing免收运费定价full service wholesaler完全服务职能批发商functional approach 职能研究法functional discount 功能折扣；交易折扣Ggender segmentation性别细分generic strategies 一般战略Gender Bias 性别偏见geographic organization地理细分geographic segmentation性别细分GE strategic business-planning grid 通用电气业务组合方法globalization 全球化going-rate pricing随行就市定价government market政府市场green marketing绿色营销grey markets 灰色市场growth-share matrix增长份额矩阵（波士顿矩阵）growth stage成长期Hhabitual buying behavior 习惯性购买行为head—on positioning迎头定位high—context culture 高背（语）景文化high—touch positioning 高情感定位horizontal integration水平（横向)一体化horizontal marketing system水平营销系统horizontal organisation 水平型组织human need人类需求hypercompetition 超级竞争hypermarkets特级需求Iidea generation 创意想法idea screening创意筛选impaired 干扰in-bound logistics 上游物流income elasticity of demand需求收入弹性income segmentation收入细分indirect export 间接出口indirect export直接出口industrial economies发达工业化经济类型industrial goods工业品industrializaing economies新兴工业化经济类型industrial market产业市场inelastic demand需求无弹性initiator初次使用者，发起者inseparability等一性；不可分割性institutional approach机构研究法intangibility无形性integrated marketing communication整合营销传播integrative growth opportunity一体化增长机会intensive distribution密集化（广泛性）分销intensive growth opportunity密集化增长机会internal reports system内部报告系统international marketing国际市场营销international market国际市场introduction stage投入期inventory 库存inventory control存货控制Jjoint ownership合营股权joint venturing合营Llearning 学习leasing租赁legal environment法律环境licensing许可lifestyle生活方式limited-service retailers有限服务职能零售商limited-serviece wholesaler有限服务职能批发商line extension产品线扩展Lubrication 打点Mmacroenvironment 宏观环境macromarketing宏观市场营销management contracing管理合同management science approach管理科学研究法manufacturer's brand 制造商品牌market development市场开发market growth rate市场增长率marketing audit 营销审计marketing budget营销预算marketing concept市场营销信息系统marketing database数据库营销；关系营销marketing environment市场营销环境marketing information system市场营销信息系统marketing intermediaries营销中介marketing management 营销管理marketing mix市场营销组合marketing research营销调研marketing strategy营销战略marketing市场营销学;市场营销market leader市场领导企业market orientation市场导向market penetration pricing市场渗透定价market penetration市场渗透market positioning市场定位market segment 市场细分market segmentation市场细分化market share市场份额；市场占有率market—skimming pricing取脂定价market specialization 市场专业化market targeting确定目标市场market testing试销market市场maslow's hierarchy of needs马洛斯需求层次论maturity stage成熟期media媒体merchant wholesaler商人批发商microenvironment微观环境micromarketing 微观市场营销学middlemen中间商monopolistic competition垄断竞争motive 动机multibrand strategy多品牌战略multichannel marketing多渠道营销Nnatural environment 自然环境need 需要new product development新产品开发new product pricing新产品定价new product新产品new task新购买（任务)nontariff trade barriers非关税贸易壁垒Ooligopolistic competition 寡头垄断竞争opinion leaders意见领袖order processing订单处理organization image组织形象overall market整体形象Ppackaging 包装parallel imports 平行进口perishability 不可储存性personal selling 人员推销physical distribution 实物分销place utility 必要的场地political environment 政治环境polycentric orientation 多国中心主义portfolio analysis 投资组合分析potential market 潜在市场premiums 额外费用，保险费price 价格price elasticity 价格弹性price pack 包装价格producer market 生产者市场producer orentation 以产品为中心product 产品product concept 产品观念product development 产品发展production concept 产品观念product item 产品项目product life cycle（PLC）产品生命周期product line 产品线product mix 产品组合product specialization 产品特色promotion 促销promotion mix 混合促销promotion pricing 促销价格pruchase decision 分销策略psychographic segmentation 心理细分psychological pricing 心理定价法public 公众publicity 公开pubulic relations 公共关系pure monopoly 完全垄断Qquantity discount 数量折扣question marks 问题类产品quotas 配额Rreciprocity 互惠reference group 相关群体regiocentric orientation 地区中心主义relationship marketing 关系营销religious rituals 宗教仪式repositioning 重新定位reseller market 转卖者市场retailer 零售商retailer cooperatives 零售商合作社retailing 零售；零售业return on investment（ROI) 投资报酬率risk taking 风险承担role 角色Ssales force structure 推销结构sales promotion 营业推广sales quotas 销售配额sales representative 推销代表sales team 推销队伍samples 样品seal—bid pricing 密封投标竞价seasonal discount 季节折扣segmentattion variable 细分变量11selective distribution 选择性分销selective specialization 选择性专业化seller’s market卖方市场selling concept 推销观念served market(target market）目标市场service 服务services marketing 服务营销shopping center 购物中心social classes 社会阶层social environment 社会环境social marketing 社会营销观念specialty goods 特殊品specialty store 专业商品stars 明星类产品straight rebuy 直接重购strategic business unit（SBU) 战略业务单位strategic fit 战略适应strategic planning 战略规划subculture 亚文化Subornation 收买submarket 亚市场supermarkets 超级市场superstore 超级商店suppliers 供应商Ttactics 战术target profit pricing 目标利润定价tariff 关税technological environment 技术环境telemarketing 电话直销television marketing 电视直销territorial-structured sales force 地区结构型推销结构12time—series analysis 时间序列分析total costs 总成本total promotion budget 促销预算trade mark 商标trading stamps 赠品印花transportation 运输Uundifferentiated marketing 无差异性营销uniform delivered pricing 统一交货定价universal discipline 通用原则unsought goods 未寻求产品;未知产品user 用户Vvalue analysis 价值分析value chain 价值链variable costs 变动成本vertical marketing system（VMS）纵向营销系统virtual organisations 虚拟组织voluntary chain 自愿连锁Wwant 欲望warehouse store 仓储商店warehousing 仓储wheel of retailing concept 零售车轮假说wholesaler 批发商wholesaling 批发；批发业Zzone pricing 分区定价13。