国际营销-简答题.docxVIP

4’*5=20分 1.What are the stages of life cycle of product? Provide a short description for each of them. Chapter1P4 product development: development research (DR )costs mount 2. Pre-introduction :marketing planning is involved, especially promotion costs mount 3. introduction--distribution/price strategy An initial low pricing policy to get into the market, though with little competition, price may be high initially to recoup development costs. Selection of a distribution model to get the product onto the market. 4. growth--sales revenues outnumber costs The growth stage is typically characterized by a strong growth in sales and profits. maturity成熟-competition is getting fierce, and profits level off. This is probably the most competitive time for most products and businesses need to invest wisely in any marketing they undertake. 6. decline-sales /prices/profits drop; consumers are seeking for new products Eventually, the market for a product will start to shrink. 2.What difficulties did Wal-Mart encounter遇到 when it tried to expand Chinese market, and how did Wal-Mart solves these problems according what you have learned in this semester? Chapter3 P50 Regionalism:Wal-Mart have difficult in interprovincial transportation and distribution of the products they cover. How:Wal-Mart encourages suppliers that sell nationwide to use the distrubution center and offers back-haul services from their local marketplaces.use distribution centres and back-haul trucks. Nontariff Trade Barrier:government efforts to keep Chinese products on, and imported products off shelves. How:Chinese customers are still interested in trying new, imported goods. Financial Matters:Regional fragmentation of finance regulation, tax laws, and other institution has effect on the payment side of the supply chain. How:Wal-Mart has worked with the Chinese government to set up a holding company to consolidate joint venture distribution and finance. Inefficient LTL Private, Nationwide Parcel Delivery: The