Chapter11-5EBAEA6-10DDBCD11-15EACAD16-20FTTFTChapter21-5BBBAC6-10ABACA11-15BCCAE16-20TTFTF21-22TF23.Countrieswithemergingmarketspresentgreatpotentialtointernationalfirms.Thesecountrieswithemergingmarketsthatareexpectedtohaveasuccessfuleconomyfutureshareanumberoftraits:highpoliticalstability,asoundcurrency,alowlevelofinflation,privatizationpoliciesthatreducegovernmentdeficit,createfirst-timeshareownerswhovoteforpro-businessconservativepoliciesanddiminishthepoweroftradeunions,policiesthatfacilitaterepatriationofdividendsandcapital,policiesthatareinlinewithinternationalaccountingstandards,opendisclosureofdirectors'interests,policiesthatstressregularreportingofearningsandsalesfigures,asoundandcomprehensivesystemofcorporatelaw,aliquidandwell-tradedsecuritiesmarketreflectingfairprices,ahighsavingsrate,stronggovernmentsupportforinternationalization,apeoplecharacterizedbyintegrity,astrongworkethic,andrespectforthelaw.24.Sstandsforstrength;Wstandsforweakness;Ostandsforopportunity;Tstandsforthreats.25.Geologyandtheshortageofnaturalresources;HydrologyandeconomicdevelopmenttopographyandaccesstoMarkets;climate.Chapter31-5CACDA6-10BDDCD11-15EEDEA16-21TTTFTF22.Marketingenvironmentisconstantlychanging,Marketingmanagersneedtoconstantlymonitorthedifferentforcesaffectingtheirinternationaloperations.Marketinginformation,whichshouldconstitutesabasisforanexecutiveaction,mustbetakenintoconsiderationtoimprovethechancesofsuccessinacomplexglobalenvironment.23.Marketingresearchsystemconsistsof:researchofindustrymarketcharacteristicsandmarkettrends,productresearch,distributionresearch,buyerbehaviorresearch,pricingresearch,promotionresearch.24.Definingtheresearchproblemandresearchobjectives,Developingtheresearchplan,Decidingoninformationsources,interpretingdatacollected,Solvingtheproblem.25.Thedatacollectedtoaddresstheproblemathandsisknownasprimarydata,collectedeitherbythecompanyitself(internal)orbysomeotherfirmoragency(external)iscalledsecondarydata.26.Definingtheresearchproblemandresearchobjectives,Developingtheresearchplan,Decidingoninformationsources,interpretingdatacollected,Solvingtheproblem.27.Datacollectedeitherbythecompanyitself(internal)orbysomeotherfirmoragency(external)iscalledsecondarydata.28.Weshouldpayattentiontobothmacro-environmentandmicro-environment.(listsomefactorsinfluencingthetwomentionedenvironments).Chapter41-5CDAAE6-10CDDBC11-15ACDBD16B17.Usepriceandsalespromotionstopromotebuying,addproductfeaturesorenhancementstodifferentiatetheirbrandsfromtherestofthepackandraiseinvolvement.,Adrepetition.Firstcarefullychooseyouradsmedia,trytoreachyourtargetcustomer.Andtrytomakecustomersinterested.19.Themarketer’safter-salecommunicationsshouldprovideevidenceandsupporttohelpconsumersfeelgoodabouttheirbrandchoices.20.Peoplehaveattitudesregardingreligion,politics,clothes,music,food,andalmosteverythingelse.Attitudedescribesaperson’srelativelyconsistentevaluations,feelings,andtendenciestowardanobjectoridea.Chapter51-5CABAC6-10BEBBA11-15ACACD16.Companiestodayrecognizethattheycannotappealtoallbuyersinthemarketplace—oratleastnottoallbuyersinthesameway.Buyersaretoonumerous,widelyscattered,andvariedintheirneedsandbuyingpractices.Moreover,thecompaniesthemselvesvarywidelyintheirabilitiestoservedifferentsegmentsofthemarket.17.Aproduct’spositionisthewaytheproductisdefinedbyconsumersonimportantattributes—theplacetheproductoccupiesinconsumers’mindsrelativetocompetingproducts.Productsaremadeinfactories,butbrandshappeninthemindsofconsumers.Consumersareoverloadedwithinformationaboutproductsandservices.Theycannotreevaluateproductseverytimetheymakeabuyingdecision.Consumerspositionproductswithorwithoutthehelpofmarketers;Butmarketersdonotwanttoleavetheirproducts’positionstochance.Theymustplanpositionsthatwillgivetheirproductsthegreatestadvantageinselectedtargetmarkets.18.Marketsconsistofbuyers,andbuyersdifferinoneormoreways.Theymaydifferintheirwants,resources,locations,buyingattitudesandbuyingpractices.Thereisnosinglewaytosegmentamarket.Amarketerhastotrydifferentsegmentationvariables,aloneandincombination.19.(1)GeographicSegmentation;(2)ServicesDifferentiation,MorefortheSamepositioning.(3)MorefortheSamepositioning(4)Statewhatthesociallyresponsibletargetmarketing.Chapter61-5CDBAB21-26TTTTFTTask6-10DBABB11-15BCEAE16-20BDDCD1.Safety,reliability,maintenance,convenient,efficiency.2.Flexibilitytoproduce,therewillbechangesrelatingtobothlimitingcarbonemissionsandincreasingenergy.3.Promotioncanhelpmakethelaunchsuccessful.4.GrowthandmaturitystageChapter71-5AADBD6-10DBDBE11-14AEBB15-20TFTFFFChapter81-5BDEDC6-10DCDCA11C12.Customerperceptionsofvalue;Value-basedpricing;Good-valuepricing;Value-addedpricing;13.Four:purecompetitionmarket,monopolisticcompetition,oligopolisticcompetition,puremonopoly;oligopolisticcompetition14.Marketskimmingmakessenseonlyundercertainconditions.First,theproduct’squalityandimagemustleadcustomerstohaveapositiveperceptionofitsvalueagainstsuchahighpricethattheywillaccepttheproductatthatprice.Second,thecostsofproducingasmallervolumecannotbesohighthattheycanceltheadvantageofchargingmore.Finally,competitorsshouldnotbeabletoenterthemarketeasilyandundercutthehighprice.15.First,howdoesthecompany’smarketofferingcomparewithcompetitors’offeringsintermsofcustomervalue?Second,howstrongarecurrentcompetitorsandwhataretheircurrentpricingstrategies?16.Productlinepricing,optional-productpricing,captive-productpricing,by-productpricing,andproductbundlepricing.17.Inusingpsychologicalpricing,sellerstakeintoconsiderationthepsychologyofpricesandnotsimplytheeconomics.Companiescanstrategicallyexertinfluenceonconsumers’psychologyoruseconsumers’referencepriceswhensettingprice;referencepricesarepricesthatconsumershaveintheirmindsandusethemasreferencewhenexaminingagivenoffer.18.FOB-originpricing:thegoodsareplacedfreeonboard;Uniform-deliveredpricing:thecompanysetsthesamepriceincludingfreighttoallcustomers,regardlessoftheirlocation;freight-absorptionpricing:sellerabsorbsallorpartoftheactualfreightchargestogetthedesiredbusiness.19.Economicconditions,competitivesituations,lawsandregulations,anddevelopmentofthewholesalingandretailingsystem.20.Theywanttodominatethemarketthroughlowercostsorreducepricestopromotesalesandshare.Chapter91-5EAECA6-10ACDAE11-15First,buyersthemselvesarechanging.;Second,marketingstrategiesarechanging;Finally,changesincommunicationstechnologyarecausingstrikingchangesinthewaysinwhichproducersandcustomerscommunicatewitheachother.12.IdentifyingtheTargetAudience;DeterminingtheCommunicationObjectives;DesigningaMessage;ChoosingMedia;SelectingtheMessageSource;CollectingFeedback;13.Costandeffectiveness.(Eachpromotiontoolhasitsowncharacteristicsandcosts.)14.Newproductsnormallyneedbigadvertisingbudgetstobuildawarenessandgainconsumertrial,andsoon.Incontrast,maturebrandsusuallyrequirelowerbudgetsasaratiotosales.15.Startwithcustomers.Identifyallcustomertouchpointsforthecompanyanditsbrands.Worktoensurethatcommunicationsateachtouchpointareconsistentwiththeoverallcommunicationsstrategyandthatcommunicationseffortsareoccurringwhen,where,andhowcustomerswantthem;Analyzetrends—internalandexternal—thatcanaffectthecompany’sabilitytodobusiness.Lookforareaswherecommunicationscanhelpthemost.Determinethestrengthsandweaknessesofeachcommunicationsfunction.Developacombinationofpromotionalstrategiesbasedonstrengthsandweaknesses;Auditthepocketsofcommunicationsspendingthroughouttheorganization.Itemizethecommunicationsbudgetsandtasksandconsolidatetheseintoasinglebudgetingprocess;Reassessallcommunicationsexpendituresbyproduct,promotionaltool,stageofthelife-cycle,andobservedeffect,etc.16.Mediaplannersmustcomputethecostperthousandpersonsreachedbyavehicle;Themediaplannermustalsoconsiderthecostsofproducingadsfordifferentmedia.17.DesigningSalesForceStrategyandStructure;RecruitingandSelectingSalespeople;TrainingSalespeople;