江苏理工高杰国际市场营销考试答案Word文件下载.docx

江苏理工高杰国际市场营销考试答案Word文件下载.docx

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④Marketingisthebridgebetweenthesocietyandenterprise

⑤Marketingistheuniqueactivityforhumanbeings

2.aglobalfirm’smanagement（一个全球性公司的管理基本条件）：

（1）Searchesformarketopportunitiesintheworld,threatsfromcompetitors,sourcesofproducts,rawmaterials,andfinancing,personnel.Inotherwords,ithasglobalvision.

（2）Seekstomaintainapresenceinthekeymarket.

（3）Looksforsimilarities,notdifferences,amongmarkets.Thisisbecauseallofthemarketingoperationrequiresthecompaniestoinvesttheresourcesandfamiliarmarketscanreducetheexpendituresforthecompanyandmaketheoperationeasier.

3.fourforcestopromoteglobalization（全球化四大推动力量）

（1）Thedevelopmentofthemodernscienceandtechnology,especiallyadvancesincomputerandcommunicationstechnologypermitanincreasingflowofideasandinformationacrossborders,enablingcustomerstolearnaboutforeigngoods.

（2）Theprogressivereductionofbarrierstoinvestmentandtradebymostgovernmentsishasteningtheopeningofnewmarketsbyinternationalfirmsthatarebothexportingtothemandbuildingproductionfacilitiesforlocalmanufacture.

（3）Thereisatrendtowardtheunificationandsocializationoftheglobalcommunities.

（4）Moreandmoregovernmentsrealizethemostimportantmissionforthemistopromotetheeconomicdevelopmentandimprovethedomesticlivingstandardandiftheywanttoreachthegoaltheyhavetouseforeignresources.Cooperationistheonlywaytoachievethetarget.

4.BussinessWeeksurveyedthesecompaniesandfoundthattheyhadthefollowingcharacteristics：

（跨国公司的共同特点）

Characteristicsoftheinternationalcompanies.

（1）Productsareoftenuniquebecauseoftheirtechnology,design,orcost.

（2）Sharplyfocused.Theirgoalistobefirstorsecondgloballyintechnologyniche.

（3）Leanoperationstosavemoneyandspeeddecisionmaking.

（4）Opentoideasandtechnologiesfromaroundtheworld.Manyestablishresearchlaboratoriesinothercountries.

（5）Usingforeigntoheadoperationsandalsofillseniorpositionsatheadquarters.

5.Differencesbetweendomesticmarketingandinternationalmarketing（国内市场营销和国际营销之间的差异）至少5个

Domesticmarketing:

（1）Businessistransactedinasinglecurrency.

（2）Marketsegmentationoccurswithinasinglecountry.

（3）Businesslawsandregulationsareimmediate

（4）

（5）

（6）

7.要的生产要素,这是为什么？

）

（1）nocountrycanprovideallofthenatureresourcesforitseconomicdevelopment.

（2）thecompaniesmaylackenoughcapitalandadvancedtechnologies.

（3）thecompaniescangetmorebusinessinformation.

8.Thetwoexceptions-JapanandtheUnitedStates.（日本和美国贸易方向不一样产生的原因JapanandtheUnitedStatesisnotthesameasthedirectionofthetrade.）

（1）whyJapansellsmoretodevelopingnationsthanmostdevelopednationsdoisthatithashadanextensivedistributionsysteminthesemarketssincetheearly1980s

（2）thecountryhasnolocalsourcesofrawmaterials,ithasusedgeneraltradingcompaniestoimportmanyoftheraw

（3）AmericanfirmshavesignificantlymoresubsidiariesindevelopingnationsthanJapanesecompaniesdo,thesesubsidiariesarecaptivecustomersfortheirAmericanowners

（4）somebuyersinSoutheastAsiancountries,rememberingthatJapanwasanaggressor,prefertobuyfromAmericanfirms

9.Whoshouldbeyourmajortradingpartners?

（选择贸易伙伴标准）至少3个

（1）Businessclimateinimportingnationisrelativelyfavorable.

（2）Exportandimportregulationsarenotinsurmountable.

（3）Thereshouldbenostrongculturalobjectionstobuyingthatnation’sgoods.

（4）Satisfactorytransportationfacilitieshavealreadybeenestablished.

11.Lotsofthegovernmentstakevariouscountermeasurestolimittheworldtrade,because:

（限制贸易原因）

（1）Theywanttoprotecttheirmarkets.

（2）Theywanttoprotecttheiremployment.

（3）Theywanttoprotecttheirnationalindustries.

（4）Theywanttolimitthecompetitivenessoftheforeigncompanies.

（5）Theywanttoimprovetheirfinancialrevenue.

（6）Theywanttoprotecttheirenvironmentandnatureresources,etc.

12.Homegovernmentintervention（自己国家政府的干预、限制）

①Embargo（禁运）

Whilethere’smuchdebateastowhetherembargoesaccomplishtheirpoliticalgoals,there’slittledoubtthattheyhaveadisastrouseffectonexporters.

Blockaderunningisrarelypartofanyone’smarketingplanandlong-termriskishigh.Someareignoredafterseveralyearswhileothersarestringentlyenforcedforalongtime.

Note:

Marketersmustbeawareofthepoliticalenvironmenttheyworkinandbepreparedtocalculate,aswellasmanagerisk.

13.Decisionmakingconcern（进入国外市场所需要考虑的因素）至少5个

（1）WillIbeabletogetmyprice?

（2）Ifexporting,canletterso