国际营销解答题
第1章国际市场营销的范围和所面临的挑战
2。“。。。营销人员的任务是相同的，无论是在硬币盒，得克萨斯州，或坦桑尼亚的达累斯萨拉姆，应用。“
3。可以增加对美国公司的一部分利益在国际市场营销如何解释呢？
4。讨论参与国际市场营销的四个阶段。
5。讨论导致全球市场的发展的条件。
6。区分一家全球性公司和跨国公司。
7。区分三个国际市场营销观念。
8。准备好您的终身计划在全球范围内知道。
9。要实现全球意识讨论的三个因素。
10。定义，并讨论全球定位的想法。
第2章国际营销的全球环境
2。关贸总协定东京回合强调减少非关税壁垒。乌拉圭回合如何有什么区别？
3。讨论“服务贸易总协定”，装饰，和TRIPS对全球贸易的影响。
4。讨论世界贸易的发展，导致了世贸组织制定。
5。美国出口到欧洲共同体在未来数年预计将下降。公司可能会采取什么样的营销行动，以应对这种变化？
6。“因为他们是动态的，因为他们有很大的增长潜力，跨国公司的市场很可能，尤其是对企业经营的外部乱七八糟的。”讨论。
7。讨论欧盟决定接纳东欧国家向本集团的影响。
8。讨论的加拿大- 美国- 墨西哥自由贸易协定的战略营销的影响。
10。东盟10 +3背后的动机是什么，什么是全球贸易的可能影响？
11。讨论大的新兴市场的经济和贸易的重要性。
此问题改造为：大的新兴市场讨论的一个外国的国际营销的重要性。（回答不在这儿）12。什么是大的新兴市场（BEMS）被认为是这些国家的特征是什么？列出这些国家。（这儿题目改了）
第3章历史和地理：文化基金会
2。为什么在国际市场营销的学习地理？讨论。
3。为什么要研究一个国家的历史？讨论
4。如何对历史的认识，帮助国际营销？
5。为什么会出现一个墨西哥和美国之间的爱/恨的关系？讨论。
6。有人说，全球环境是一个全球性的问题，而不是一个国家。这是什么意思？讨论。
7。选择一个国家，并显示如何就业和地形的影响在全国的营销。
8。选择一个国家（墨西哥除外）和重大历史事件如何影响国家的文化。
9。讨论世界贸易的基地。举例说明不同的基础。
10。营销“也应该检查后，一般的市场特点，配送系统和经济状况，地理更复杂的效果。”评论。
11。世界人口格局的趋势是从农村向城市的转移。讨论了营销的后果
12。选择一个国家，一个稳定的人口和迅速增长的人口。对比这两种情况下的营销影响。13。“。。。世界贸易路线的世界绑定在一起。。“讨论。
14。讨论如何舱单的命运和门罗主义的解释可能会有所不同，从拉丁美洲。
15。电报，电话，电视，卫星，计算机，互联网都已经对国际商业运作的影响。讨论这些通信创新如何影响国际企业管理。
第4章在评估全球市场的文化动态
2。营销发挥作为变革代理人的角色？
3。讨论外国的营销可以追求的三个文化变革策略。
4。“文化是在所有的营销活动中普遍存在。”讨论。
5。什么是“文化移情”的重要性，国外的营销？如何他或她获得“文化移情？”
6。为什么要关注与文化研究外国的营销？
7。流行文化的定义是什么？什么是文化人类学家的观点？差异的重要性是什么？
8。这是说，一个社会的成员来自其他文化的借贷来解决他们共同面对的问题。这是什么意思？营销的意义是什么？
9。“对于没有经验的营销，文化的特点”相似，但不同的“创建一个相似的错觉，这通常并不总是存在的。”讨论，并举例说明。
10。大纲的文化人类学家看到的元素。营销人员如何使用这种“文化计划？”
11。物质文化是什么？什么是营销的影响？请举例说明。
13。社会制度的影响，在以各种方式的营销。讨论，举例说明。
14。“市场是营销人员的努力，经济条件和文化的所有其他元素的三位一体的互动的结果。”评论。
15。什么是语言在国外的营销造成一些特别棘手的问题是什么？讨论。
16。假设你被要求准备一个潜在的市场的文化分析，你会做什么？大纲的步骤和每个简要评论。
17。文化是动态的。他们怎样的变化？是否有变化是不抵制，但实际上是首选的案件？解释。什么是市场营销的相关性？
18。如何可以抵抗文化变化影响产品介绍。在国内市场是否有任何相似之处吗？解释，给人的例子。
19。被形容为创新的功能或功能失调。解释，并给每个实例。
20。保卫命题，跨国公司有一个超越创新，如产品的安全性，性能，等等直接影响创新的后果概不负责。
21。查找产品，引入外国文化，可能会导致功能失调的后果和描述的后果可能会被淘汰，产品仍有利可图介绍。
第5章管理风格，和业务系统
2。“超过容忍外来文化需要。。。需要有一个肯定不同，但平等接受的。“精心制作的。3。“我们也应该牢记，在今天的商业导向的世界经济，文化本身正在显著商业活动和商业惯例的影响。”评论。
4。“在处理与外国企业，营销人员必须特别管理的不同目标和愿望。”解释。
5。建议如何在其中的人可能会作好准备，处理独特的业务，可在出国旅行中遇到的海关。7。确定文化的迫切需要，adiaphora，并独家本地和外国的例子。准备解释为什么适合到您所选择的类别的每一个例子。
8。对比管理局高层管理人员在不同的社会角色。权威的不同的意见，将如何影响市场营销活动？
9。相同的理想模式。
10。商业习俗有什么影响，可能会从最近在国际商业活动的水平快速上涨的预期？
11。采访一些外国学生的文化冲击，他们也遇到过这样的态度，当他们第一次来到贵国，以确定类型。
12。区分：私有制和家庭所有权。分散和委员会的决策。
13。其中的方法，客户的业务规模会影响他的商业行为？
14。比较三个决策权威模式，在国际商业。
15。探索商业习惯可以影响竞争结构的各种方法。
16。为什么是很重要的，业务主管要警惕商业习俗的意义？
17。提出了一些警告说，从高语境文化的人应采取从低语境文化的人打交道时。低到高语境的情况下是相同的。
18。政治回报是一个问题;，你会如何反应，如果你面临的行贿的前景？如果你知道不支付的，你将无法完成1000万美元的合同吗？
19。区分下列：
20。区分时间的P -和M -。
21。讨论如何一个P -时间的人的反应不同，从一个人的M -爽约。
22。何谓“法律是过去的行为，社会认为不道德或对社会不负责任的标记？”
23。什么是提供了一个框架，以帮助区分正确与错误的三个伦理原则？
24。访问透明国际网页和检查，看看如何在表5-2中列出的国家的CPI指数已经改变。
第六章政治环境：一个关键问题
2。为什么一个国家，而驯养比征用？
3。“在国外的业务时，一个重要的事实是，开展业务是由东道国政府控制的权限。”评论。4。有哪些主要的因素来考虑，在评估一个国家内占主导地位的政治气候？
5。为什么一个市场的政治评估工作在党的哲学如此重要的知识？讨论。
6。如何能在政治力量党的变化影响投资者呢？讨论并举例说明。
7。什么是不稳定的政府中最常见的原因？讨论。
8。讨论政府不稳定如何能影响营销。
9。什么是外国企业最常遇到的政治风险吗？讨论。
10。征用被认为是外国企业的主要风险。讨论在这种特定类型的风险已经被最小化作为公司活动的结果有点的方式。解释如何将这些风险已经由美国政府的活动最小化。
11。如何做外汇管制阻碍外国企业？讨论。
12。外国政府如何鼓励投资呢？讨论。
13。美国政府如何鼓励外商投资吗？阐明在国外市场的影响。
14。什么是美国政府鼓励外商投资的背后的动机是什么？解释。
15。商讨对策，公司可能采取以减轻其政治的脆弱性。
16。选择一个国家，从营销的角度看，在政治上和分析。
17。文字表明，暴力是出于政治动机的国际商业风险。评论。
18。有证据表明，征用和没收是经常遇到的短短几年前相比，今天。为什么呢？什么其他类型的政治风险已经取代征用和没收的重要性？
19。你是在一个大的国内企业在国际市场上只有轻微的利益的执行;然而，企业主要的全球扩张计划。访问控制风险集团https://www.wendangku.net/doc/81367788.html,的网页。彻底熟悉自己所提供的服务由CRG后，写一个简短的报告，管理描述其服务如何可能帮助您的全球扩张。
20。访问的雅格娜https://www.wendangku.net/doc/81367788.html,网页。选择一周的政治网站和写一封简短的政治分析，突出在该国投资的公司有兴趣的潜在问题地区。
个别研究。导师可能需要访问该网站，并分配给学生学习的国家。
21。搜索在美国以外的公益活动的信息网络和国际管理潜在的问题写一个简报文件。
22。讨论讨论了公司在全球范围看，可以减少他们的损失，在香蕉战争的方式。
意见。问题22和23可用于在课堂讨论或辩论
23。讨论任何道德和对社会负责的隐含的问题可能会在全球范围看。
第7章国际法律环境
2。国际营销如何确定什么样的法律系统将有管辖权的法律纠纷时
3。讨论国际商法的状态。
4。讨论合同的管辖权条款的限制。
5。什么是“管辖权的客观理论？”它是如何适用于在外国一家公司做业务？
6。讨论的原因可能是最好的，在国际商业，而不是起诉的法律纠纷寻求庭外和解。
7。说明一般在一个正式的仲裁庭主持下解决国际商业纠纷的程序。
8。什么是知识产权？在国际市场营销的公司为什么要采取特殊的步骤来保护他们呢？
9。工业产权的独家产品，工艺，设计，配方，品牌名称，并提供超过竞争对手的优势，一个公司的商标或限制使用的权利，即，专利，商标，和版权。这些工业物业是一个公司最重要的资产的象征，因为它们的质量，吸引消费者，并有一个心理的或无形的质量，这是非常宝贵的的。由于这一事实，并花费数百万美元的开发等素质，国际营销应采取特殊的步骤来管理这些属性，因为规则因国家而异。（参见下一个问题。）
10。在许多代码法系国家，知识产权的所有权，而不是之前使用的注册成立。评论。
11。讨论上的商标，专利，和版权的各项国际公约的存在所产生的国际营销的优势。
12。“国外营销的法律环境，需要一个重要的补充维，因为没有一个单一的统一的国际商业法律，规管外国商业交易。”评论。
13。为什么调解比仲裁解决商业纠纷的一种更好的方式？
14。区分调解和仲裁。
14。假设你是在一个新的企业对企业电子商务的一个著名的大型国际汽车零部件制造商的分工负责的副总裁。A）网络寮屋域网络名称注册为公司名称。什么是你的选择，以确保为您的公司的域名呢？b）讨论应采取的步骤，以确保全球范围内保护您的域名。
15。讨论的一个网站在网站上发布的信息被以诽谤罪起诉的问题。
16。一个cybersquatter讨论的动机。一家公司抵御一个抢注什么资源。
第9章全球营销管理：策划和组织
2。定义战略规划。比国内营销国际营销战略规划是如何不同？
3。讨论的产品生命周期缩短，对公司的规划过程中的影响。
4。竞争协作关系的重要性是什么？
5。在国际规划过程中的一个和两个阶段，国家可能会下降到潜在市场的进一步审议。讨论在每个阶段的条件下可能存在的会导致营销人员排除一个国家一个国家。（这里回答为改动，存在其它地方了）
6。假设你是公司生产冰箱的国际营销总监。选择一个国家在拉丁美洲和欧洲，并制定筛选标准评价两国在使用。了解贵公司所必需的任何额外的假设。
7。“的二分法（二分法）之间的出口市场和海外营销通常绘制部分是虚构的，从营销的角度来看，他们的替代方法，但利用国外市场的机会。”讨论。
8。进入发达的国外市场将如何不同于进入一个相对未开发的的市场呢？
9。为什么公司改变他们的组织，当他们从一家全球性公司的国际的去吗？
10。（此条没有问题对应，是本章的总结）以市场为导向的企业正在寻找更大的世界市场
上的竞争力，使全球的角度，在规划和组织结构，它必须承担。全球竞争，也需要优质的产品设计，以满足不断变化的客户需求，面对迅速增长，从世界的每一个角落的竞争。意味着每一个机会，完善国际商业惯例，必须研究公司的目标成本控制，技术升级，客户满意度和更多的球员。国际战略联盟，战略规划和替代市场准入战略的重要途径，必须在全球市场营销管理的规划和组织实施的全球营销。
11。决定国际商业决策应的制定一般规则。
12。解释的合资企业的普及。
13。比较与发牌的合资企业组织的影响。
14。访问的美泰公司https://www.wendangku.net/doc/81367788.html,/和惠而浦公司https://www.wendangku.net/doc/81367788.html,/，在美国家电厂商的主页。每个人都有一些国际参与。搜寻他们的网站，并比较其国际参与。你将如何进行分类，如出口，国际或全球？
16。使用的来源问题，即，https://www.wendangku.net/doc/81367788.html,/以上）和https://www.wendangku.net/doc/81367788.html,/，列出不同的替代输入模式，每使用。
17。雀巢公司主页https://www.wendangku.net/doc/81367788.html,和联合利华https://www.wendangku.net/doc/81367788.html,/和比较自己的战略走向国际市场。在什么样的方式（除了产品类别）在其国际营销它们有什么不同呢？
第10章 - 消费者的产品和服务
1。辩论的问题与适应国际市场的全球产品。
2。定义该国的原产地效应，并举例说明。
3。文字讨论有关的原产国效应对产品的感知概括的基础上的刻板印象，种族优越感，经济发展程度，和潮流。解释每举一个例子。
4。讨论产品的替代品和三个营销策略：国内市场的扩展，multidomestic市场和全球市场战略，。
5。讨论不同的宣传/产品的国际营销策略。
6。假设您决定以“走出去”和大纲产品线，以帮助您决定将采取的步骤。
图书馆的研究项目。
7。产品可适应，身体上和文化国外市场。讨论。
8。什么是一个产品的三个主要组成部分？讨论他们的产品适应的重要性。
9。创新扩散的知识如何能帮助他的国际投资计划产品经理？
10。旧产品（也就是老美国市场）可能会在国外市场的创新。充分讨论。
11。“。。。如果产品的售价在达拉斯，将出售在东京或柏林。“评论。
13。如何可以与人均国民生产总值为100美元的国家是一个潜在市场消费品？什么样的种商品的需求可能会在？讨论。
14。讨论创新的四种类型。给出将由美国市场视为一种类型的创新，但在另外一个市场的不同类型的产品的例子。支持你的选择。
第11章 - 国际营销渠道
1。讨论日本分配制度的显着特征。
1。讨论日本厂商控制分销过程中从制造商到零售商的方式。
2。说明在日本发现的大型零售商店法，显示的结构性障碍倡议组织（SII）是如何带来改变日本零售。
3。“日本零售业可能会经历一个类似第二次世界大战后在美国发生的变化。”讨论，并举例说明。
4，讨论全球化的市场，尤其是欧洲1992年，将如何影响零售分销。
5到什么程度，以及以何种方式，做国内中间商的职能，从国外同行不同？（此问题所答非所问）
4。为什么EMC有时也被称为一个独立的出口部门？
5。讨论如何实物分配，涉及到的渠道政策，以及他们如何互相影响的。
1。解释如何和为什么分销渠道受到影响，因为它们是提高经济发展的阶段。（回答不同）8。在什么情况下使用了EMC的逻辑？
9。在什么情况下都可能被用于贸易公司？
10。分销渠道的结构是如何影响通过增加政府作为重点客户，并通过国营贸易机构的存在？11。审查影响市场营销的分销渠道的选择的关键变量。
12。帐户，最好的，你可以在通道，这可能是在一个高度发达的国家和一个不发达的国家中遇到的模式的差异。
13。“的企业分布格局的国际通道发现的第一件事情之一是，在大多数国家，它几乎是不可能获得足够的市场覆盖面，通过一个简单的信道分配计划。”讨论。
14。讨论克服渠道受阻的各种方法。
15。有效分发货物在二分法小大的中间人模式的特点在大多数国家的商人中间商，可能采用什么策略？
16。讨论的充电终止罚款或限制终止中间商对经济的影响。你预见在美国这样的限制呢？17。讨论为什么日本的分销渠道渠道受阻的一个缩影。
18。什么是最重要的两个1982年的进出口贸易法案“的规定？
第12章 - 整合营销传播和国际广告
2。“或许广告是国际营销方与整个世界各国最大的相似之处。荒谬的是，尽管有许多相似之处，它也可能被记入与独特的问题，在国际市场营销的最大数量。“讨论。
3。曾经有人评论说，广告是美国最大的出口。讨论。
4。随着卫星电视能够达到许多国家，讨论公司如何能够使用卫星电视和有效地处理不同语言，不同文化，不同的法律制度。
5。大纲的一些国际广告客户面临的主要问题。
6。保卫任一侧的命题，可以对所有的国家都采用标准化的广告。
7。审查广告监管的基本范畴。这样的规定是纯粹的外国现象呢？
8。广告如何才能克服文化水平低的问题，在他们的市场？
9。有什么特殊的媒体问题，面对国际广告客户？
10。直接邮寄节阅读本章后，制定发展直接邮件程序时，由公司使用的指引。
11。的能力，广播电视卫星的广告增加或减少广告标准化的需要吗？什么是卫星广播相关的问题吗？评论。
12。在许多的世界市场中，各种媒体的广泛必须使用，以达到广大的市场。解释。
13。影院广告是在美国，但奥地利等国各大媒体的不重要。为什么呢？
14。“外国报纸显然不能被认为是均匀的广告实体。”解释。
15。从图书馆借阅的外国杂志。比较国外的广告在美国杂志。
16。什么是促销和它在国际市场营销是如何使用？
17。显示通信过程可以帮助避免国际营销国际广告中存在的问题。
18。在通信过程中的每个步骤，并给予文化差异如何影响最终收到的消息的例子。
19。讨论因为通信过程是在一个文化背景，并在另一个两端发起创建的问题。
20。的反馈在通信过程中的重要性是什么？的噪音？
第14章 - 面向国际市场的的定价
2。讨论水货和他们对价格的影响的原因和解决办法。
3。为什么如此难以控制居民消费价格畅销海外？
4。解释“价格上涨”的概念，并告诉它为什么能误导国际营销。
5。什么是价格上涨的原因是什么？他们出口和在国外生产和销售的商品有什么区别？
6。为什么很少为一个公司吸收国际运输成本高，减少收到的净价可行吗？
7。价格上涨是国际营销的一个主要的定价问题。如何能抵消这个问题呢？讨论。
8。改变货币价值有一个出口战略的影响。讨论。
9。“不管涉及的战略因素和公司的方向，以市场定价，每一个价格，必须设置在考虑到成本的考虑。”讨论。
10。“价格由企业固定一般不被视为一个可以接受的程序（至少在国内市场），但政府当进入价格管理领域，他们推测做一般的福利，以减轻`破坏性”竞争的影响“讨论。
11。做歧视进口货物增值税？
12。解释具体的关税，从价关税，并结合关税。
13。建议营销人员可按照调整价格，以适应汇率波动的方法。
14。解释的间接竞争的影响，以及如何克服它可能是。
15。为什么倾销成为这样一个问题在近年来？
16。卡特尔似乎如凤凰般上升后，他们已被销毁。他们为什么如此吸引人的业务？
17。讨论不同的定价问题，在一个县的通胀与通缩的结果。
18。讨论中，政府制定价格的各种方式。为什么他们从事这类活动？
19。讨论可能的替代目标设定为公司内部销售价格。
20。政府为什么要这么仔细审查公司内部定价安排？
21。为什么这么难的成本，在评估国际营销？
22。讨论为什么countertrading有增加的趋势。
23。讨论是countertrading的公司面临的主要问题。
24。如果你是一个国家的贸易与硬通货短缺的问题，你应该如何准备谈判的价格？
25。文本中所讨论的四种类型的易货贸易，这是最有利的卖方？解释。
26。为什么要“知识countertrades”国际营销定价工具包的一部分？讨论。
27。讨论买家强加给购房者对销贸易义务的种种原因。
28。讨论自由贸易区的可用于帮助减少价格上涨。
29。为什么是一个积极的易货贸易政策，在一些国家，良好的业务？
30。区分一个主动和被动的易货贸易政策。
31。蒙得维的亚ZFM一个自由贸易区。访问https://www.wendangku.net/doc/81367788.html,并讨论如何它可能是用来帮助解决一个产品从美国出口到南方共同市场国家之一的价格上涨问题。
32。选择“，”什么是自由贸易区“和”什么是自由贸易区的效益“的国家的对外贸易区https://www.wendangku.net/doc/81367788.html,协会的网页，并在德克萨斯州麦卡伦https://www.wendangku.net/doc/81367788.html,访问主页上的一个自由贸易区美国和墨西哥之间的边界。这个自由贸易区的描述如何在文本的讨论，从不同呢？讨论如何从美国的出口商可以利用这个自由贸易区，以降低配送成本。
本中心是什么？
33。在https://www.wendangku.net/doc/81367788.html,/globaltrading/edge.html访问全球贸易公司（明尼苏达矿业及制造公司的一个部门），并选择“竞争力”和“我们是谁”，和写一个简短的报告对全球贸易，公司可以协助一家小公司，预计从易货贸易的商品。
Chapter 1 The Scope and Challenge of International
Marketing
1 ―. . . the marketer’s task is the same whether applied in Dime Box, Texas, or Dar es Salaam, Tan zania.‖
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.
2.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 changing competitive structures, coupled with shifts in demand characteristics throughout 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 is imperative that they establish world market positions early.
3.Discuss the four phases of international marketing involvement.
The first phase includes those domestic firms which have no foreign business 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 market representation. The third phase includes the domestic firms that have permanent productive capacity which is utilized to produce goods which are sold on a continuing basis in foreign markets. The fourth phase includes the international company that produces a product for the world market.
4.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 new communications 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 common needs 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 needs affected. There is a strong feeling that world markets are being driven toward a converging commonality of taste and needs leading toward global markets.
5.Differentiate between a global company and a multinational company.
The main distinction between a global and a multinational company is that a global company assumes there are segments across countries which have 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, a multinational company operates in a number of countries and adjusts its products and marketing practices for each market. The multinational company has a specific marketing plan and adapts products for each country 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 no specialized adjustments. This distinction may be more myth than fact and reflects Professor Levitt’s opinion.
6.Differentiate among the three international marketing concepts.
Companies can be described by one of three orientations to international marketing
management:
1.Domestic Market Expansion Concept
2.Multi-Domestic Market Concept
3.Global Marketing Concept
It 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 that seeks sales extension of its domestic products into foreign markets illustrates this orientation to international marketing. It views its international 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 vigorously pursued, 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.
7.Prepare your lifelong plan to be globally aware.
Student exercise. A minimum would be a reading list plus some commitment to study different countries.
8.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 and accepting and working with others whose behavior may be different from yours, 3) knowledgeable; knowledgeable about cultures, history, world market potentials, and global economy and social trends is critical for a person to be culturally aware. To be successfully in international business and globally aware, a person needs to keep abreast of the enormous changes occurring throughout the world. The 21st century will usher in great change and opportunities. The knowledgeable marketer will identify those opportunities long before it becomes evident to others.
9.Define and discuss the idea of global orientation.
A global orientation means operating as if all the country markets in a company’s scope
of operations (including domestic market) are approachable 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 be adapted 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 be standardized, and, where there are significant cultural differences that require parts of the marketing mix to be culturally adapted, adapting.
Chapter 2: The Global Environment of International Marketing
2. The Tokyo Round of GA TT has emphasized the reduction of nontariff barriers. How does the Uruguay Round differ?
Nontariff barriers are all the restrictions imposed on the importation of goods by a host government with the exception of tariffs. Such things as standards, quotas, import licenses, countervailing duties, border taxes can be classified as nontariff barriers. The Tokyo Round considered nontariff barriers as having become one of the major deterrents to international trade. Earlier rounds of negotiations by GATT members had been successful in reducing tariffs but nontariff barriers are considered to be insidious protectionist devices and the Tokyo Round focused on the reduction of nontariff barriers.
The Tokyo Round made a good start at addressing a number of nontariff barriers that have become more serious in recent years. Despite the success of these past rounds, high tariffs have not disappeared entirely and nontariff barriers are still widely used. There are also areas that, until now, GATT has not addressed such as services, intellectual property rights, and investment. Specifically, GATT negotiations in this round are to address key areas of importance in international trade which are not now under the scope of GATT rules. For example, GATT rules do not apply to the international trade of services which represent an increasing percentage of international trade flows. Similarly, GATT rules have little influence over government investment policies affecting international trade or on policies concerning the protection of intellectual property rights such as patents, trademarks, and copyrights. Agricultural trade is another area where GATT rules either do not apply or are not effective. Finally, the dispute settlement mechanism is seen to be increasingly ineffective at resolving conflicts among GATT members.
3. Discuss the impact of GATS, TRIMS, AND TRIPS on global trade.
An important objective of the United States in the Uruguay Round was to reduce or eliminate barriers to international trade in services. While there is still much progress to be made before free trade in services will exist throughout the world, the General Agreement on Trade in Services (GATS) is the first multilateral, legally enforceable agreement covering trade and investment in services sector. It provides a legal basis for future negotiations aimed at eliminating barriers that discriminate against foreign services trade and deny them market access. For the first time, comprehensive multilateral
disciplines and procedures covering trade and investment in services have been established. Specific market-opening concessions from a wide range of individual countries were achieved and provision was made for continued negotiations to further liberalize telecommunications and financial services.
Equally significant were the results of negotiations in the investment sector. Trade-Related Investment Measures (TRIMs), established the basic principle that investment restrictions can be major trade barriers and therefore are included, for the first time, under GATT procedures. An initial set of specific practices were prohibited including: local content requirements specifying that some amount of the value of the investor’s production must be purchased from local sources or produced locally; trade balancing requirements specifying that an investor must export an amount equivalent to some proportion of imports or condition the amount of imports permitted on export levels; and, foreign exchange balancing requirements limiting the importation of products used in local production by restricting its access to foreign exchange to an amount related to its exchange inflow. As a result of TRIMs, restrictions in Indonesia which prohibit foreign firms from opening their own wholesale or retail distribution channels can be challenged. And so can investment restrictions in Brazil that require foreign-owned manufacturers to buy most of their components from high-cost local suppliers and that affiliates of foreign multinationals maintain a trade surpl us in Brazil’s favor by exporting more than they sell within.
Another objective of the United States from the Uruguay Round was achieved by an agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPs). The TRIPs agreement establishes substantially higher standards of protection for a full range of intellectual property rights (patents, copyrights, trademarks, trade secrets, industrial designs, and semiconductor chip mask works) than are embodied in current international agreements and it provides for the effective enforcement of those standards both internally and at the border.
4. Discuss the evolution of world trade that has led to the formulation of the WTO.
Since the inception of GATT, there have been eight ―rounds‖ of intergovernmental tariff negotiations. The most recently completed was the Uruguay round which built on the success of the Tokyo Round, the most comprehensive and far-reaching round undertaken by GATT up to that time. The Tokyo Round resulted in tariff cuts and set new international rules for subsidies and countervailing measures, anti-dumping, government procurement, technical barriers to trade (standards), customs valuation, and import licensing. While the Tokyo Round addressed non-tariff barriers, there were some areas not covered by that round which continued to impede free trade. In addition to market access, there were issues of trade in services, agriculture, and textiles; intellectual property rights; and investment and capital flows.
. T he Uruguay Round was begun in 1986 in Punta del Este, Uruguay and finally concluded in 1994. By 1995, 80 GATT members including the United States, the European Union (and it member states) Japan, and Canada had accepted the agreement.
Perhaps the most notable achievement of the Uruguay Round was the creation of a new institution as a successor to the GATT, the World Trade Organization (WTO). At the
signing of the Uruguay Round trade agreement, U.S. representatives pushed for an enormous expansion of the definition of trade issues. The result was the creation of the World Trade Organization that encompasses the current GATT structure and extends it to new areas not adequately covered in the past. The WTO is an institution—not an agreement as was GATT. It will set the rules governing trade between its 117 members, provide a panel of experts to hear and rule on trade disputes between members and, unlike GATT, issue binding decisions. It will require for the first time, the full participation of all members in all aspects of the current GATT and the Uruguay Round agreements and, through its enhanced stature and scope, provide a permanent, comprehensive forum to address the trade issues of the 21st century global market. Trade disputes will be heard by
a panel of experts. A panel of experts, selected by the WTO, will hear both sides and
issue a decision; the winning side will be authorized to retaliate with trade sanctions if the losing country does not change its practices. While the WTO has no actual means of enforcement, international pressure to comply with WTO decisions from other member countries is expected to force compliance. The WTO ensures that member countries agree to the obligations of all the agreements, countries, including developing countries (the fastest growing markets of the world) will undertake obligations to open their markets and to be bound by the rules of the multilateral trading system.
The GATT has had a long and eventful history. Visit https://www.wendangku.net/doc/81367788.html,/wto/about/about.html and write a short report on the various Rounds of GATT. What were the key issues addressed in each round?
This exercise is designed to familiarize the student with the Internet and issues GATT as well as the WTO. In addition to the various Rounds of GATT, this site is a complete discussion of WTO. The discussion of this question could include a broader discussion of WTO.
5.U. S. exports to the European Community are expected to decline in future years. What
marketing actions may a company take to counteract such changes?
An economic unity such as the EC is primarily concerned with increases of trade within its member-countries because they want to raise their own production and gain through economic growth that their specialized members can supply. It may be said that the EC wants to decrease their trade with nonmember nations. One study has shown some proportional declines already.
What the U.S. marketer should do to counteract such actions is to, as rapidly as possible, expand exports to this market. More important, the marketers should build new and expand EC-located, U.S.-owned industries and marketing facilities to strengthen their position before it becomes too late. EC members are now busy building new plants and establishing their outlets and markets. From the U.S. foreign marketer’s point o f view, there is no time to waste, otherwise they will lose some of the grip they have established in Europe.
Also, keeping in mind that many other Western European countries are again interested in joining EC. The typical argument: ―It will be too expensive to stay outside.‖ A sound
policy for American companies wanting or dependent upon marketing in the European market might increase their potential in EFTA.
6.―Because they are dynamic and because they have great growth possibilities, the
multinational markets are likely to be especially rough-and-tumble for the external business.‖ Discuss.
The attractive growth and profit opportunities in multinational markets tend to draw the more aggressive marketers into competition. Whereas, a company may have virtually no competition in its home market, it may be competing with three or four major firms in the multinational market. National interest gives preferential treatment of various types to firms from member nations and intensifies the normal market competition.
7.Discuss the implications of the European Union’s decision to admit Eastern European
nations to the group.
The admission of Eastern European nations into the EU will create an ever larger and more economically important than the present EU. The globalization of markets, the restructuring of Eastern Europe into independent market-driven economies, the dissolution of the Soviet Union into independent states, the worldwide trend toward economic cooperation, and enhanced global competition make it important that market potential be viewed in the context of regions of the world rather than country by country.
Formal economic cooperation agreements such as the EC are the most notable examples of multinational market groups but many new coalitions are forming, old ones are being re-energized, and the possibility of many new cooperative arrangements is on the horizon.
8.Discuss the strategic marketing implications of the Canada-United States-Mexico Free
Trade Agreement.
NAFTA affects a variety of strategic issues, the most important of which are:
Market Access. Within 10 years of implementation, all tariffs will be eliminated on North American industrial products traded between Canada, Mexico, and the United States. All trade between Canada and the U.S. not already duty free will be duty free by 1998 as provided for in CFTA. Mexico will immediately eliminate tariffs on nearly 50 percent of all industrial goods imported from the U.S., and remaining tariffs will be phased out entirely within 15 years.
Nontariff Barriers. In addition to elimination of tariffs, Mexico will eliminate nontariff barriers and other trade-distorting restrictions. U.S. exporters will benefit immediately from the removal of most import licenses that have acted as quotas essentially limiting the importation of products into the Mexican market. NAFTA also eliminates a host of other Mexican barriers such as local content, local production, and export performance requirements that have limited U.S. exports.
Rules of Origin. NAFTA reduces tariffs only for goods made in North America. Tough rules of origin will determine whether goods qualify for preferential tariff treatment under NAFTA. Rules of origin are designed to prevent ―free riders‖ from benefiting through minor processing or transshipment of non-NAFTA goods. For example, Japan could not assemble autos in Mexico and avoid U.S. or Canadian tariffs and quotas unless the auto
had a specific percentage of Mexican (i.e., North American) content. For goods to be traded duty free, they must contain substantial (62.5 percent) North American content.
Since NAFTA rules of origin have been strengthened, clarified, and simplified over those contained in the U.S.-Canada Free Trade Agreement, they supersede the CFTA rules.
Customs Administration. Under NAFTA, Canada, Mexico, and the U.S. have agreed to implement uniform customs procedures and regulations. Uniform procedures ensure that exporters who market their products in more than one NAFTA country will not have to adapt to multiple customs procedures. Most procedures governing rules of origin documentation record keeping, and origin verification will be the same for all three NAFTA countries. In addition, the three will issue advanced rulings, on request, on whether or not a product qualifies for tariff preference under the NAFTA rules of origin.
Investment. NAFTA will eliminate investment conditions that restrict the trade of goods and service to Mexico. Among conditions eliminated are the requirements that foreign investors export a given level or percentage of goods or services, use domestic goods or services, transfer technology to competitors, or limit imports to a certain percentage of exports.
Services. NAFTA establishes the first comprehensive set of principles governing services trade. U.S. and Canadian financial institutions are permitted to open wholly owned subsidiaries in Mexico, and all restrictions on the services they offer will be lifted by the year 2000. U.S. and Canadian trucking companies are able to carry international cargo into Mexican border states and, by 1999, they will be able to truck throughout Mexico.
Intellectual Property. NAFTA will provide the highest standards of protection of intellectual property available in any bilateral or international agreement. The agreement covers patents, trademarks, copyrights, and trade secrets, semiconductor integrated circuits, copyrights for North American movies, computer software, and records.
Government Procurement. NAFTA guarantees businesses fair and open competition for procurement in North America through transparent and predictable procurement procedures. In Mexico, Pemex (national oil company), CFE (national electric company), and other government-owned enterprises will be open to U.S. and Canadian suppliers.
Standards. NAFTA prohibits the use of standards and technical regulations used as obstacles to trade. However, NAFTA provisions do not require the United States or Canada to lower existing health, environmental, or safety regulations, nor does NAFTA require the importation of products that fail to meet each country’s health and safety standards.
10. What is the motive behind ASEAN+3 and what are the probable implications for global
trade?
One result of the Asian financial crisis of 1997–98 was the creation of ASEAN+3 (ASEAN plus China, Japan and South Korea), to deal with trade and monetary issues facing Asia. Most East Asia felt that they were both let down and put upon by the West who they felt created much of the crisis by pulling out in the midst of the crisis. It was felt that the leading financial powers either declined to take part in the rescue operations, as
the US did in Thailand, or that they proposed unattainable solutions. The result was the creation of ASEAN+3,1 consisting of the foreign and finance ministers of each country, which meets annually after ASEAN meetings. Their first meeting was devoted to devising a system whereby they share foreign exchange reserves to defend their currencies against future attack. While still only tentative, there was also discussion among the members of ASEAN+3 of creating a common market and even a single currency or, perhaps, a new Asian entity encompassing both Northeast and Southeast Asia.2 Closer links between Southeast Asia and Northeast Asia is seen as a step towards strengthening Asia’s role in the global economy and the creation of a global three-block configuration.3
11.Discuss the economic and trade importance of the big emerging markets.
此问题改造为：Discuss the importance of the big emerging markets for an foreign international marketer. (回答不在这儿)
The Department of Commerce estimates that over 75 percent of the expected growth in the world trade over the next two decades will come from the more than 130 developing and newly industrialized countries (NICs). There is a small core of these that will account for over half of that growth. They predict that the countries identified as Big Emerging Markets (BEMs) alone will be a bigger import market by the end of this decade than the European Union and by the year 2010, will be importing more than the EU and Japan combined.
The BEMs differ from other developing countries because they import more than smaller markets an more than economies of similar size. As they embark on economic development, demand for capital goods to build their manufacturing base and develop infrastructure increases. Increased economic activity means more jobs and more income to spend on products not yet produced locally. Thus, as their economies expand, there is an accelerated growth in demand for goods and services, much of which must be imported. BEM merchandise imports are expected to be nearly one trillion dollars higher than they were in 1990; if services are added, the amount jumps beyond one trillion dollars.
12hat are the traits of those countries considered to be big emerging markets（BEMs）? List these countries. (这儿题目改了)
Those BEMs share a number of important traits: They are all physically large; have significant populations; represent considerable markets for a wide range of products; all have strong rates of growth or the potential for significant growth; have all undertaken significant problems of economic reforms; are all of major political importance within their regions; are ―regional economic drivers;‖ will further expan d in neighboring markets as they grow.
While these criteria are general nature and each country does not meet all the criteria, it is believed that the following nations are BEMs . In Asia: China, Indonesia, India, and South Korea. In Latin America: Mexico, Argentina, and Brazil. In Africa: South Africa. In Central Europe: Poland. In Southern Europe: Turkey. Vietnam, Thailand, Venezuela, and Columbia
may warrant inclusion in the near future. The list is fluid in that some countries will drop off while others will be added as economic conditions change.
Chapter 3 History and Geography: The Foundation of Culture
1. 2. Why study geography in international marketing? Discuss.
Geography is a study of the physical characteristics of a particular region of the earth.
Involved in this study are climate, topography, and population. The interaction of the physical characteristics is one of the principal determinants of a country’s customs,
products, industries, needs, and methods of satisfying those needs.
Marketing is concerned with satisfying the needs of people. International marketing seeks out the whole world as its marketplace. Therefore, for an international marketer to know how to satisfy the needs of the international market, he must be familiar enough with geography to know what the various causal factors of the people’s needs are. He must know that various climates and topographies do exist and that they are vital in shaping the marketing plans that an international marketer must make. As an example, a producer selling machinery in the tropics would have to realize that special protection is needed to keep a machine running properly in hot and humid climates.
3. Why study a country’s history? Discuss
History helps define a nation’s ―mission,‖ how it perceives its neighbors, how it sees its place in the world, and how it sees itself. Insights into the history of a country are
important for understanding attitudes about the role of government and business, the
relations between managers and the managed, the sources of management authority, and attitudes toward foreign corporations.
To understand, explain, and appreciate a people’s image of itself and the attitudes and unconscious fears that reflected in its view of foreign cultures, it is necessary to study the culture as it is now as well as to understand the culture as it was—that is, a country’s history. Unless you have a historical sense of the many changes that have buffeted Japan—seven centuries under the shogun feudal system,i the isolation before the coming of Admiral Perry in 1853, the threat of domination by colonial powers,ii the rise of new social classes, Western influences, the humiliation of World War II, and involvement in the international community—it is difficult to fully understand its contemporary behavior.
Loyalty to family, to country, to company, and to social groups and the strong drive to cooperate, to work together for a common cause, permeate many facets of Japanese
behavior and have historical roots that date back thousands of years. Loyalty and service,
a sense of responsibility, and respect for discipline, training, and artistry have been
stressed since ancient times as necessary for stability and order. Confucian philosophy, taught throughout Japan’s history, emphasizes the basic virtue of loyalty ―of friend to friend, of wife to husband, of child to parent, of brother to brother, but, above all, of
subject to lord,‖ that is, to country. A fundamental premise of Japanese ideology reflects the importance of cooperation for the collective good. Japanese achieve consensus by agreeing that all will unite against outside pressures that threaten the collective good. A
historical perspective gives the foreigner in Japan a basis on which to begin developing cultural sensitivity and a better understanding of contemporary Japanese behavior.
4.How does an understanding of history help an international marketer?
1. To understand, explain, and appreciate a people’s image of itself and the
fundamental attitudes and unconscious fears that are often reflected in its view of foreign cultures, it is necessary to study the culture as it is now as well as to understand culture as it was, that is, a country’s history. An awareness of the history of a country is particularly effective for understanding attitudes about the role of government and business, the relations between managers and the managed, the sources of management authority, and attitudes toward foreign MNC’s. History is what helps define a nation’s ―mission,‖ how it perceives its neighbors, and how it sees its place in the world. To understand a cou ntry’s attitudes, prejudices, and fears it is necessary to look beyond the surface or current events to the inner subtleties of the country’s entire past for clues.
2. 5. Why is there a love/hate relationship between Mexico and the United States?
Discuss.
A crucial element in understanding any nation’s business and political culture is the
subjective perception of its history. To a Mexican, the United States is seen as a threat to their political, economic, and cultural independence. To most citizens in the United States, the causes for such feelings are a mystery. After all, the U.S. has always been Mexico’s ―good neighbor.‖ Most would agree with President Kennedy’s proclamation during a visit to Mexico, ―Geography has made us neighbors, tradition has made us friends.‖ North
Americans may be surprised to learn that most Mexicans felt it more accurate to say,
―Geography has made us closer, tradition has made us far apart.‖
North Americans feel they have been good neighbors. They see the Monroe Doctrine as protection for Latin America from European colonization and the intervention of Europe in the governments of the Western Hemisphere. Latin Americans tend to see the Monroe Doctrine as an offensive expression of U.S. influence in Latin America. Or to put it
anot her way, ―Europe keep your hands off, Latin American is only for the United States.‖
1. United States Marines sing with pride of their exploits ―form the Halls of
Montezuma to the shores of Tripoli.‖ To the Mexican, the ―Halls of Montezuma‖ is remembered as U.S. troops marching all the way to the center of Mexico City and extracting as tribute 890,000 square miles that included Texas, New Mexico, Arizona and California. Most U.S. citizens probably do not know of the boy heroes of Chaptultepec Park but every M exican can recount the heroism of ―Los Ninos Heroes,‖ and the loss of Mexican territory to the United States.
2. 6. Some say the global environment is a global issue rather than a national one. What
does this mean? Discuss.
Many view the problem as a global issue rather than a national one. One report on the global environment stressed . . . ―it is quite clear that a number of critical problems—the
threat to the ozone layer, the greenhouse effect, the loss of biodiversity, and ocean
pollution—cannot be address ed by nations in isolation.‖
Companies looking to build manufacturing plants in countries with more liberal pollution regulations than they have at home are finding that regulations everywhere are becoming stricter. Many Asian governments are drafting new regulations and strictly enforcing
existing ones. A strong motivator for Asia and the rest of the world is the realization that pollution is on the verge of getting completely out of control.
Neither Western Europe nor the rest of the industrialized world are free of environmental damage; rivers are polluted and the atmosphere in many major urban areas is far from clean.
The very process of controlling industrial wastes leads to another and perhaps equally
critical issue: the disposal of hazardous waste, a by-product of pollution control. Estimates of hazardous wastes collected annually exceed 300 million tons; the critical question is disposal that does not move the problem elsewhere.
The business community is responding positively to the notion that the focus must be on the global environment rather than ―the quality of the air, land, and water in our own
backyards.‖ An International Chamber of Commerce Industry Forum on the environment reflected a shift in company attitudes toward environmental issues away from a reactive and largely defensive stance to a proactive and constructive approach. Some skeptics may
dismiss such statements as ―window dressing‖ and they could be, but the beginning of
change is awareness. Responsibility for cleaning up the environment does not rest solely with governments, businesses, or activist groups. Each citizen has social and moral
responsibility to include environmental protection among his/her highest goals.
7. Pick a country and show how employment and topography affect marketing within the country.
Library project.
8. Pick a country (other than Mexico) and show how significant historical events have affected the country’s culture.
1. Library Project
9. Discuss the bases of world trade. Give examples illustrating the different bases.
2. The basis for world trade is the differences between countries. One of these
differences is the difference between people. Different heritages have resulted in the development of certain unique skills in the people of a country. An example would be the watchmaking skill developed by the Swiss. Thus, they have a unique skill on which to base trade. Another difference is the one of differing stages of economic development existing in the world today. Some countries are highly developed and industrialized. These nations, such as the United States and France, might be trading in luxuries, whereas an underdeveloped nation, such as Kenya, might be forced to trade only in essential capital goods. A third difference in countries serving as a basis for world trade is the availability of natural resources. Great Britain, poor in mineral resources, imports petroleum, where West Germany, rich in mineral resources but not food, imports large amounts of fruits and vegetables. Thus, trade is created by these
differences: (1) Differences in skills – other countries seek the products of skills, (2) differences in economies –countries seek products they don’t produce but need, and (3) differences in national resources – countries buy and sell resources which they do not have or have an abundance of.
10. The marketer ―should also examine the more complex effect of geography upon general market characteristics, distribution systems, and the state of the economy.‖ Comment.
There can be no doubt that geography has had a ―complex effect upon general market characteristics, distribution systems, and the state of the economy.‖ Therefore, the world marketer should be careful not to look just at how his product must be changed to fit into
a foreign market. That is, he must not just fit his electric motors, say, with
high-temperature operating characteristics and stop there.
There’s more to it than that. Consider the diverse nature of South America, for example.
The channels of distribution that a domestic marketer has been accustomed to using might not even exist because of natural barriers. These same natural barriers also cause quite varied levels of economic development within the same country. Cities and rural areas might not even be on the same economic plane. Finally, as a result of these barriers and thus physical isolation of various population centers, areas of the same economic
development might have entirely different cultures. Therefore, the general market
characteristics of these areas would also differ greatly and have a direct effect upon the success of marketing plans.
11. The world population pattern trend is shifting from rural to urban areas. Discuss
the marketing ramifications
There are many marketing ramifications to the world rural-urban population shift. One of the obvious ones is that the world market is becoming more unified in location. Thus, it is becoming easier to reach a larger segment of the market by just marketing in the urban population centers. The types of products marketed will also change with this population shift. For example, food might become a more important product in international
marketing with few people raising their own. Similarly, these shifts will result in greater industrialization in countries with presently low levels of industrialization. This again implies marketing changes that might affect the world marketer, increased sales of capital goods, for example. In summary, people living in cities have different needs than those living in the country. Thus, the shift from country to city means that the world marketer has a different market to serve with different characteristics.
12.Select a country with a stable population and one with a rapidly growing population.
Contrast the marketing implications of these two situations.
Library Project
13. ―. . . world trade routes bind the world together . . .‖ Discuss.
World trade routes bind the world together. This statement means that the world trade routes serve as avenues of minimizing differences between countries. Without these
routes, countries would stand alone – each different from the rest in resources, economy, and people. The trade routes allow both people and products to flow, making more of a