英语专业市场营销参考试题.pptVIP

Supply is dominated by few companies and they are more concentrated than the industry they sell to. their products are unique or differentiated, or they have built up switching costs. they are not obliged to contend with other products for sale to the industry. they pose a credible threat of integrating forwards into the industry’s business. 5. Buyers do not threaten to integrate backwards into supply. 6. The market is not an important customer to the supplier group. Buyers are concentrated and/or purchase in large volumes. buyers pose a credible threat of integrating backwards to manufacture the industry’s product. products they purchase are standard or undifferentiated. 4. There are many suppliers(sellers) of the product 5. Buyers earn low profits, which create a great incentive to lower purchasing costs. Export, intermediate and hierarchical modes. 1. Export modes are the most common modes for initial entry into international markets. With export entry modes a firm’s products are manufactured in the domestic market or third countries and then transferred either directly or indirectly to the host market. Exporting can be organized in a variety of ways, depending on characteristics of the host market and the number and types of available intermediaries. 2. Intermediate modes are distinguished from export modes because they are primarily vehicles for the transfer of knowledge and kills, although they may also create export opportunities. They are distinguished from the hierarchical entry modes in that there is no full ownership involved, but ownership and control can be shared between the parent firm and a local partner. This is the case with the joint venture. 3. Hierarchical modes are the head office completely owns and controls the company. The degree of control that head office can exert on the subsidiary will depend on how many and which value chain functions can be transferred to the market. 1. Global marketing: Global marketing is defined as the f