国际营销双语期末章节重点.docx

1、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 101 判断并改错53 名词解释 54简答56 论述110 案例分析 115第一章The Scope and Challenge of International Marketing一、名词解释1、international marketing 国际市场International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a companys goods

2、 and service to Consumer or users in more than one nation for a profit.2、uncontrollable elements 不可控因素The elements of business environment which beyond the control of companies.3、SRC Self-Reference Criterion 自我参展标准An unconscious reference to ones own cultural values, experiences, and knowledge as a

3、basis for decision.4、Global Awareness 全球意识Tolerance of cultural difference and knowledge of cultures, history, world marketpotential, and global economic, social, and political trends.二、简答2、“. . . the marketers task is the same whether applied in Dime Box, Texas, or Dar es Salaam, Tanzania.”Discuss.

4、The only difference between domestic marketing and international marketing is that the activities take place in more than one country. Therefore, the marketing task is the same throughout the world.As the businesss goal is same in different place, which is to make profit by promoting, pricing, and d

5、istributing products for which there is a market. In the other word, the task never change, which are deal with controllable elements and uncontrollable elements.4、Discuss the four phases of international marketing involvement.国际市场营销的四个阶段The first phase is domestic firms which have no foreign busine

6、ss activity except those sales made to foreign customers who come directly to the firm.The second is domestic firms which have temporary surpluses which are sold abroad on an availability basis with no intention for continuing market representation.The third is the domestic firms that have permanent

7、 productive capacity which is used toproduce goods which are sold on a continuing basis in foreign markets.The fourth is the international company that produces a product for the world market.5、Discuss the conditions that have led to the development of global markets. 讨论导致全球市场发展的条件。According to the

8、Professor Levitt and others who suggest that there is a global market for goods, this phenomenon has resulted from new communications technology, travel and other factors which have led to the markets of the world being more aware of different products and processes. As a result of this awareness, t

9、here are segments in each market who have had similar experiences and thus have common needs. T hese common needs are described as a demand for high quality, reasonably priced, standardized products.T here is a strong feeling that within each countrys market there is a growing segment that has been

10、exposed to ideas from around the world and thus have had their tastes and perceived needs affected. There is a strong feeling that world markets are being driven toward a converging commonality of taste and needs leading toward global markets.总结：1)new communications technology, travel and other fact

11、ors led the world markets being aware of different products and processes.2)Because of this awareness, each market thus had common needs for high quality, reasonably priced, standardized products.3)There is a strong feeling that within ideas from the world affected the tastes and perceived needs of

12、every country market4)There is a strong feeling that world markets are being driven toward a converging commonality of taste and needs leading toward global markets.7、Differentiate among the three international marketing concepts. 区分三个国际营销的概念。Domestic Market Ex tansion ConceptMulti Domestic Market C

13、onceptGlobal Marketing ConceptIt is expected that differences in the complexity and sophistication of a companys marketing activity depend on which of these orientations guides its operations.The Domestic Market Extension Concept国内市场扩展. The domestic company that seeks sales extension of its domestic

14、 products into foreign markets illustrates this orientation to international marketing. It views its international operations as secondary to and an extension of its domestic operations.Multi-domestic Market Concept多国市场观念. Once a company recognizes the importance of differences in overseas markets a

15、nd the importance of offshore business to their organization, its orientation toward international business may shift to a Multi-Domestic Market Strategy. Global Marketing Concept全球营销导向. A company guided by this new orientation or philosophy is generally referred to as a global company, its marketin

16、g activity is global marketing, and its market coverage is the world.9、Discuss the three factors necessary to achieve global awareness.讨论实现全球意识的三个必要因素(1)Objectivity客观性：objective in assessing opportunities, evaluating potential, and responding to problems. Too often mistakes are made because companies are swept away with generalities and make investments only later to find out that their commitment or abiliti