江苏理工高杰国际市场营销考试答案.docx
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江苏理工高杰国际市场营销考试答案
江苏理工高杰国际市场营销考试答案
国际市场营销
1.conceptanalysis(营销特点):
①Marketingistheactivityofinnovation
②Marketingistheprocesstosatisfythedemandofconsumers
③Marketingistheprocessofthemanagement
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