国际营销双语期末章节重点.docx

国际营销双语期末章节重点.docx

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国际营销双语期末章节重点

国际营销（双语）期末章节重点

考试题型：

单选10×1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’staskisthesamewhetherapplied

inDimeBox,Texas,orDaresSalaam,Tanzania.”Discuss.

Theonlydifferencebetweendomesticmarketingandinternationalmarketingisthattheactivitiestakeplaceinmorethanonecountry.Therefore,themarketingtask

isthesamethroughouttheworld.Asthebusiness’sgoalissameindifferentplace,whichistomakeprofitby

promoting,pricing,anddistributingproductsforwhichthereisamarket.Intheotherword,thetaskneverchange,whicharedealwithcontrollableelementsanduncontrollableelements.

4、Discussthefourphasesofinternationalmarketing

involvement.国际市场营销的四个阶段Thefirstphaseisdomesticfirmswhichhavenoforeignbusinessactivity

exceptthosesalesmadetoforeigncustomerswhocomedirectlytothefirm.

Thesecondisdomesticfirmswhichhavetemporary

surpluseswhicharesoldabroadonanavailabilitybasiswithnointentionforcontinuingmarketrepresentation.

Thethirdisthedomesticfirmsthathavepermanentproductivecapacitywhichisusedtoproducegoodswhicharesoldonacontinuingbasisinforeignmarkets.

Thefourthistheinternationalcompanythatproducesa

productfortheworldmarket.

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

AccordingtotheProfessorLevittandotherswhosuggestthatthereisaglobalmarketforgoods,thisphenomenonhasresultedfromnewcommunicationstechnology,travelandotherfactorswhichhaveledtothemarketsoftheworldbeingmoreawareofdifferentproductsandprocesses.Asaresultofthisawareness,therearesegmentsineachmarketwhohavehadsimilarexperiencesandthushavecommonneeds.Thesecommonneedsaredescribedasademandforhighquality,reasonablypriced,standardizedproducts.Thereisastrongfeelingthatwithineach

country’smarketthereisagrowingsegmentthathasbeen

exposedtoideasfromaroundtheworldandthushavehadtheirtastesandperceivedneedsaffected.Thereisastrongfeelingthatworldmarketsarebeingdriventowardaconvergingcommonalityoftasteandneedsleadingtowardglobalmarkets.

总结：

1）newcommunicationstechnology,travelandotherfactorsledtheworldmarketsbeingawareofdifferentproducts

andprocesses.

2）Becauseofthisawareness,eachmarketthushadcommonneedsforhighquality,reasonablypriced,standardizedproducts.

3）Thereisastrongfeelingthatwithinideasfromtheworldaffectedthetastesandperceivedneedsofeverycountrymarket

4）Thereisastrongfeelingthatworldmarketsarebeing

driventowardaconvergingcommonalityoftasteandneedsleadingtowardglobalmarkets.

7、Differentiateamongthethreeinternationalmarketing

concepts.区分三个国际营销的概念。

①DomesticMarketExtansionConcept②MultiDomesticMarketConcept

③GlobalMarketingConcept

Itisexpectedthatdifferencesinthecomplexityand

sophisticationofacompany’smarketingactivitydependonwhichoftheseorientationsguidesitsoperations.

TheDomesticMarketExtensionConcept国内市场扩展.Thedomesticcompanythatseekssalesextensionofits

domesticproductsintoforeignmarketsillustratesthisorientationtointernationalmarketing.Itviewsits

internationaloperationsassecondarytoandanextensionofitsdomesticoperations.

Multi-domesticMarketConcept多国市场观念.Onceacompany

recognizestheimportanceofdifferencesinoverseasmarketsandtheimportanceofoffshorebusinesstotheirorganization,itsorientationtowardinternationalbusinessmayshifttoaMulti-DomesticMarketStrategy.

GlobalMarketingConcept全球营销导向.Acompanyguidedby

thisneworientationorphilosophyisgenerallyreferredtoasaglobalcompany,itsmarketingactivityisglobalmarketing,anditsmarketcoverageistheworld.

9、Discussthethreefactorsnecessarytoachieveglobal

awareness.

讨论实现全球意识的三个必要因素

（1）Objectivity客观性：

objectiveinassessingopportunities,evaluatingpotential,andrespondi