国际营销双语期末章节重点文档格式.docx

国际营销双语期末章节重点文档格式.docx

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1判断并改错5×

3名词解释5×

4

简答5×

6论述1×

10案例分析1×

15

第一章TheScopeandChallengeofInternationalMarketing

一、名词解释

1、internationalmarketing国际市场

Internationalmarketingistheperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofacompany'

sgoodsandservicetoConsumerorusersinmorethanonenationforaprofit.

2、uncontrollableelements不可控因素

Theelementsofbusinessenvironmentwhichbeyondthecontrolofcompanies.

3、SRCSelf-ReferenceCriterion自我参展标准

Anunconsciousreferencetoone'

sownculturalvalues,experiences,andknowledgeasabasisfordecision.

4、GlobalAwareness全球意识

Toleranceofculturaldifferenceandknowledgeofcultures,history,worldmarketpotential,andglobaleconomic,social,andpoliticaltrends.

二、简答

2、“...themarketer’staskisthesamewhetherappliedinDimeBox,Texas,orDaresSalaam,Tanzania.”Discuss.

Theonlydifferencebetweendomesticmarketingandinternationalmarketingisthattheactivitiestakeplaceinmorethanonecountry.Therefore,themarketingtaskisthesamethroughouttheworld.Asthebusiness’sgoalissameindifferentplace,whichistomakeprofitbypromoting,pricing,anddistributingproductsforwhichthereisamarket.Intheotherword,thetaskneverchange,whicharedealwithcontrollableelementsanduncontrollableelements.

4、Discussthefourphasesofinternationalmarketinginvolvement.国际市场营销的四个阶段Thefirstphaseisdomesticfirmswhichhavenoforeignbusinessactivityexceptthosesalesmadetoforeigncustomerswhocomedirectlytothefirm.

Thesecondisdomesticfirmswhichhavetemporarysurpluseswhicharesoldabroadonanavailabilitybasiswithnointentionforcontinuingmarketrepresentation.

Thethirdisthedomesticfirmsthathavepermanentproductivecapacitywhichisusedtoproducegoodswhicharesoldonacontinuingbasisinforeignmarkets.

Thefourthistheinternationalcompanythatproducesaproductfortheworldmarket.

5、Discusstheconditionsthathaveledtothedevelopmentofglobalmarkets.讨论导致全球市场发展的条件。

AccordingtotheProfessorLevittandotherswhosuggestthatthereisaglobalmarketforgoods,thisphenomenonhasresultedfromnewcommunicationstechnology,travelandotherfactorswhichhaveledtothemarketsoftheworldbeingmoreawareofdifferentproductsandprocesses.Asaresultofthisawareness,therearesegmentsineachmarketwhohavehadsimilarexperiencesandthushavecommonneeds.Thesecommonneedsaredescribedasademandforhighquality,reasonablypriced,standardizedproducts.Thereisastrongfeelingthatwithineachcountry’smarketthereisagrowingsegmentthathasbeenexposedtoideasfromaroundtheworldandthushavehadtheirtastesandperceivedneedsaffected.Thereisastrongfeelingthatworldmarketsarebeingdriventowardaconvergingcommonalityoftasteandneedsleadingtowardglobalmarkets.

总结：

1）newcommunicationstechnology,travelandotherfactorsledtheworldmarketsbeingawareofdifferentproductsandprocesses.

2）Becauseofthisawareness,eachmarketthushadcommonneedsforhighquality,reasonablypriced,standardizedproducts.

3）Thereisastrongfeelingthatwithinideasfromtheworldaffectedthetastesandperceivedneedsofeverycountrymarket

4）Thereisastrongfeelingthatworldmarketsarebeingdriventowardaconvergingcommonalityoftasteandneedsleadingtowardglobalmarkets.

7、Differentiateamongthethreeinternationalmarketingconcepts.区分三个国际营销的概念。

①DomesticMarketExtansionConcept②MultiDomesticMarketConcept

③GlobalMarketingConcept

Itisexpectedthatdifferencesinthecomplexityandsophisticationofacompany’smarketingactivitydependonwhichoftheseorientationsguidesitsoperations.

TheDomesticMarketExtensionConcept国内市场扩展.Thedomesticcompanythatseekssalesextensionofitsdomesticproductsintoforeignmarketsillustratesthisorientationtointernationalmarketing.Itviewsitsinternationaloperationsassecondarytoandanextensionofitsdomesticoperations.

Multi-domesticMarketConcept多国市场观念.Onceacompanyrecognizestheimportanceofdifferencesinoverseasmarketsandtheimportanceofoffshorebusinesstotheirorganization,itsorientationtowardinternationalbusinessmayshifttoaMulti-DomesticMarketStrategy.GlobalMarketingConcept全球营销导向.Acompanyguidedbythisneworientationorphilosophyisgenerallyreferredtoasaglobalcompany,itsmarketingactivityisglobalmarketing,anditsmarketcoverageistheworld.

9、Discussthethreefactorsnecessarytoachieveglobalawareness.

讨论实现全球意识的三个必要因素

（1）Objectivity客观性：

objectiveinassessingopportunities,evaluatingpotential,andrespondingtoproblems.Toooftenmistakesaremadebecausecompaniesaresweptawaywithgeneralitiesandmakeinvestmentsonlylatertofindoutthattheircommitmentorabiliti