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1、第一章3.Describesomeoftheglobalmarketingstrategiesavailabletocompanies.Giveexamplesofcompaniesthatusethedifferentstrategies.(1)Globalmarketingstrategies:Lglobalmarketparticipationistheextenttowhichacompanyhasoperationsinmajorworldmarkets;2.standardizationversusad
2、aptationistheextenttowhicheachmarketingmixelementcanbestandardizedoradaptedinvariouscountrymarkets;3.concentrationofmarketingactivitiesistheextenttowhichactivitiesrelatedtomarketingmixareperformedinoneorafewcountrylocations;4・coordinationofmarketingactivitiesi
3、stheextenttowhichactivitiesrelatedtomarketingmixareperformedinterdependentlyaroundtheglobe;5.integrationofcompetitivemovesistheextenttowhichafirm'scompetitivemarketingtacticsindifferentpartsofworldareinterdependent.Examples:1.Cokeisthebest-known,strongestbrand
4、,astheCoca-ColaCompany,supportingitsCoke,Fanta,andFoweradebrandswithmarketingmixelementsboththatareglobeandlocal,isadeptatadaptingsalespromotion,distribution,andcustomerserviceeffortstolocalneeds;2.Mcdonald'sbusinessmodelisarestaurantsystemthatcanbesetupvirtua
5、llyanywhereintheworldandofferscoremenuitems-hamburgers,Frenchfries,andsoftdrinks-inmostcountries,andthecompanyalsocustomizesmenuofferingsaccordingtolocaleatingcustoms.5.Describethedifferencebetweenethnocentric,polycentric,regiocentric,andgeocentricmanagementor
6、ientations(l)Ethnocentricorientation:homecountryissuperiortotherestoftheworld,seessimilaritiesinforeigncountries,leadstoastandardizedorextensionapproach;Polycentricorientation:theoppositeofethnocentrism,eachcountryinwhichacompanydoesbusinessisunique,seesdiffer
7、encesinforeigncountries,leadstolocalizedoradaptionapproach;Regiocentricorientation:aregionbecomestherelevantgeographicunit;management'sgoalistodevelopanintegratedregionalstrategy;Geocentricorientation：viewstheentireworldasapotentialmarketandstrivestodevelopint
8、egratedworldmarketstrategies-第一早I.Explainthedifferencebetweenmarketcapitalism,centrallyplannedcapitalism,centrallyplannedsocialism,andmarketsocialism*Giveanexampleofacountrythatill
