国际市场营销 习题答案.pdfVIP

Answerthefollowingquestionsbasedonyourcasestudy:owingquestionsbasedonyourcasestudy:

【本国中心主义】,polycentric【多

国中心主义】,regiocentric【地区中心】,andgeocentric【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：HomecountryisSuperior,seesSimilaritiesinforeignCountries

Polycentric:EachhostcountryIsUnique,seesdifferencesInforeigncountries

Regiocentric:SeessimilaritiesanddifferencesinaworldRegion;isethnocentric

orpolycentricinitsviewoftherestoftheworld

Geocentric:Worldview,seesSimilaritiesandDifferencesinhomeAndhost

countries

Whatarethebasicreasonsofglobalmarketing?What,inyourview,what

arethekeyreasonsofyourcompany?Brieflyintroductionyourcompany’sglobal

marketingperformanceandresult.

。

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。

ReasonsforGlobalMarketing

1）Growth①Accesstonewmarkets②Accesstoresources

2）Survival①Againstcompetitorswithlowercosts(duetoincreasedaccessto

resources)

Inmyview,accesstonewmarketsandaccesstoresourcesarethekeyreasonsof

mycompany.

例子1.SamsungGroupwasfoundedin1938,In1996,SamsungGroupbecame

oneoftheworldsfifth-largestgroup,nearly300corporateofficesinnearly70

countriesandregions,andhas196,000employeesandsubsidiaries.Samsung

havenearly20kindsofproductstheworldmarketshareintheglobalbusiness

first,andhighlightstherelativestrengthintheinternationalmarket.Take

SamsungElectronicsforexample,thecompanysannualIndustrialDesignAward

ofAmericanSocietyofIndustrialDesignAwardwonseveralawardsforseveral

consecutiveyearstobecomethemostawardedcompany.Theseproofo