国际市场营销 题答案.docVIP

Answer the following questions based on your case study: 1\ Describe the difference between ethnocentric【本国中心主义】, polycentric【多国中心主义】, regiocentric【地区中心】, and geocentric【全球中心】 management orientations. 说明本国中心主义、多国中心主义、地区中心和全球中心的管理取向/经营方向的区别 Ethnocentric：Home country is Superior, sees Similarities in foreign Countries Polycentric: Each host country Is Unique, sees differences In foreign countries Regiocentric: Sees similarities and differences in a world Region; is ethnocentric or polycentric in its view of the rest of the world Geocentric: World view, sees Similarities and Differences in home And host countries 2\ What are the basic reasons of global marketing? What , in your view, what are the key reasons of your company? Briefly introduction your company’s global marketing performance and result. 。 2 什么是全球市场营销的根本原因？什么，在您看来，贵公司的关键原因是什么？简要介绍贵公司的全球市场的表现和结果。 Reasons for Global Marketing 1）Growth ①Access to new markets ②Access to resources 2）Survival ①Against competitors with lower costs (due to increased access to resources) In my view , access to new markets and access to resources are the key reasons of my company. 例子1.Samsung Group was founded in 1938, In 1996, Samsung Group became one of the worlds fifth-largest group, nearly 300 corporate offices in nearly 70 countries and regions, and has 196,000 employees and subsidiaries. Samsung have nearly 20 kinds of products the world market share in the global business first, and highlights the relative strength in the international market. Take Samsung Electronics for example, the companys annual Industrial Design Award of American Society of Industrial Design Award won several awards for several consecutive years to become the most awarded company. These proof of Samsungs design capacity has reached world-class level. Patents Samsung achieved in the United States in 2003 up to 1313, ranked ninth among all companies in the world。, we can know that the development of overseas market contributed greatly for sa