International Marketing(Chap001)

合集下载

a第一章国际营销概述

chapter 4 purchasing behavior analysis （购买行为分析）
27.02.2019 3
chapter 5 international market segmentation, target marketing and market positioning (国际市场细分、目标营销与市场定位) chapter 6 international production decisions (国际产品决策) chapter 7 international distribution channel decisions (国际分销的渠道决策)
3. international marketing (1) definition: • international marketing means a enterprise’s cross-border market business activities.
27.02.2019
17
(2) characteristics of international marketing international marketing is more complex than domestic marketing • ① the domestic marketing just adapts to domestic environment, and international marketing not only has to adapt the domestic environment, but also to adapt to the international environment;
27.02.2019 6
第三、四章

国际营销InternationalMarketing-资料PPT共44页

1、不要轻言放弃，否则对不起自己。
2、要冒一次险!整个生命就是一场冒险。走得最远的人，常是愿意去做，并愿意去冒险的人。“稳妥”之船，从未能从岸边走远。-戴尔．卡耐基。
梦境
3、人生就像一杯没有加糖的咖啡，喝起来是苦涩的，回味起来却有久久不会退去的余香。
国际营销InternationalMarketing-资料 4、守业的最好办法就是不断的发展。 5、当爱不能完美，我宁愿选择无悔，不管来生多么美丽，我不愿失去今生对你的记忆，我不求天长地久的美景，我只要生生世世的轮回里有你。
44、卓越的人、自己的饭量自己知道。——苏联
41、学问是异常珍贵的东西，从任何源泉吸收都不可耻。——阿卜·日·法拉兹
42、只有在人群中间，才能认识自己。——德国
43、重复别人所说的话，只需要教育；而要挑战别人所说的话，则需要头脑。—— 玛丽·佩蒂博恩·普尔

国际市场营销(第一章讲稿PPT)

2021/4/9
2
2021/4/9
3
2021/4/9
4
2021/4/9
5
2021/4/9
6
2021/4/9
7
What is Marketing?
Marketing Defined:
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others”
A great amount of information about practically anything.
A greater case in interacting and placing and receiving orders.
An ability to compare notes on products and services.
2021/4/9
15
5. Marketing Concepts and Tools
We can distinguish between a social and a managerial definition of marketing.：
Here is a social definition that serves our purpose: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and, freely exchanging products and services of value with others.

international market

glocal orientation
5.Characteristics of international marketing strategies
Benefits of central management Global marketing Glocal marketing high Multinational marketing: Focus: many local markets (Polycentric approach)
• Uncontrollable elements: which the marketer cannot control or influence but instead must adjust or adapt to them • Controllable elements: which made by the marketer The key of international marketing is to mold the controllable elements of marketing decisions within the framework of the uncontrollable elements of the marketplace in such a way that marketing objectives are achieved.
7. Standardization and differentiation Standardization
• standardization: the offering of identical product lines at identical prices through identical distribution systems, supported by identical promotion programs in several different countries. That is to get the biggest refund with the lowest invest • Basic theory of standardization: it’s a global market, customers in different countries have the same needs and preference. • Basic way: high centralization.

国际营销英文课件Chap (一)

国际营销英文课件Chap (一) IntroductionChap is a comprehensive international marketing course that is designed to equip learners with the necessary skills and knowledge to excel in the global market. The course is divided into various modules that cover different aspects of international marketing, such as market research, pricing, distribution, and promotion. This article will explore the content and structure of the Chap course in detail.Module 1: Introduction to International MarketingThis module provides an overview of international marketing, including its scope, definition, and significance. Learners are introduced to the key concepts and principles of international marketing, such as cultural diversity, global competition, and international trade barriers.Module 2: Market Analysis and ResearchThis module focuses on the process of market analysis and research, which is a critical step in developing effective marketing strategies for international markets. Learners will gain an understanding of the importance of market research, the various methods of conducting market research, and how to analyze and interpret market data.Module 3: International Marketing EnvironmentThis module explores the different factors that influence international marketing, such as political, economic,cultural, and legal factors. Learners will also learn aboutthe impact of globalization and technological advancements on international marketing.Module 4: International Product and Service StrategiesThis module covers the various product and service strategies that organizations can adopt when entering foreign markets. Learners will gain an understanding of product development, branding, packaging, and pricing strategies.Module 5: International Distribution StrategiesThis module focuses on the distribution strategies that organizations can adopt when entering foreign markets, suchas direct export, licensing, franchising, and joint ventures. Learners will learn about the various channels ofdistribution, the role of intermediaries, and the challengesof managing global supply chains.Module 6: International Promotion StrategiesThis module covers the various promotion strategies that organizations can adopt when entering foreign markets, suchas advertising, personal selling, public relations, anddirect marketing. Learners will gain an understanding of the importance of cultural sensitivity in international promotion,and the need to adapt promotional messages to local markets. ConclusionThe Chap course is a comprehensive and well-structured international marketing course that covers all the key aspects of international marketing. Learners who complete the course will have a deep understanding of the global market and the skills and knowledge needed to develop effective international marketing strategies. The course is suitablefor anyone who wants to excel in the global market, whether they are students, professionals, or entrepreneurs.。

1《国际市场营销》第1章

2.国际市场营销的含义 2.国际市场营销的含义国际市场营销(International 国际市场营销(International Marketing)是指企业跨越本国国 Marketing)是指企业跨越本国国界而进行的市场经营活动.具体来说,就是企业为获得利润和满足国际市场的需求而进行的超越本国国界的经营和销售活动.
★国际贸易与国际市场营销的区别,主要体现在经营主体,经营动力,信息来源,经营内容和业务范围等方面. ★国际市场营销的演进大体经历了国内市场营销,出口营销,国际市场营销,多国市场营销和全球市场营销五个阶段. ★企业开展国际市场营销的动因有:国内市场竞争激烈,促使企业走向国际市场;国际市场需求潜力巨大;有利于产品生命周期的延长;政府对企业出口政策的鼓励与支持;有效地利用世界资源,降低生产成本;目标市场国的市场环境的吸引.
第一节国际市场营销的基本概念
一,国际市场营销的含义 1. 市场营销的含义市场营销一词译自英文Marketing, 市场营销一词译自英文Marketing, 1985年美国市场营销协会(American 1985年美国市场营销协会(American Marketing Association ,简场营销是为创造达到个人和机构目标的交换,而规划和实施理念,产品和服务构思,定价,促销和配销的过程."
第二节国际市场营销的演进和发展国际市场营销的演进大体经历了以下五个阶段: 了以下五个阶段:
一,国内市场营销阶段二,出口营销阶段三,国际市场营销阶段四,多国市场营销阶段五,全球市场营销阶段
第三节企业开展国际市场营销的动因
一,国内市场竞争激烈,促使企业走向国际市场二,国际市场需求潜力巨大三,有利于产品生命周期的延长四,政府对企业出口政策的鼓励与支持五,有效地利用世界资源,降低生产成本六,目标市场国市场环境的吸引

国际市场营销学课件

㈤审美
• 审美包括人们对艺术、戏剧、舞蹈、音乐及色彩的评价。 • 不同国家、民族往往有不同的审美标准，企业在进行国际营销活动时，对待东道国审美观的唯一正确态度，就是采用东道国的审美标准。
㈥教育
1. 教育对国际营销的影响一般表现在两个方面：一是教育程度直接影响消费者的消费行为；二是教育程度制约着国际营销活动的进行。 2. 国际上通常使用成人识字率来衡量东道国的教育水平。
四、国际市场营销发展阶段
国内市场营销层次出口市场营销国际市场营销全球市场营销国际市场营销发展的三个阶段
国内市场营销：domestic marketing
企业目标仅为国内市场，在不可控的外部环境中，用可控因素（产品、价格、营销手段等）满足消费者。
人口环境竞争者文化环境供应商企业
国际市场调研
国际市场细分与目标市场确定进入国际市场的战略决策产品和服务的调整
第二章国际市场营销文化环境
Chapter Two International Marketing Culture Environment
Culture just different, not right or wrong, better or worse
企业对利益关注的变化
社会（整体利益）
今天
顾客
20世纪 70年代二战前
企业（利润）
（欲望满足）
三、营销组合Marketing Mix
产品
种类质量设计性能品牌包装服务价格标价折扣折让还款期信用条款
促销
广告人员推销销售促进公共关系
分销渠道覆盖面地点仓储运输物流
第三章国际市场营销经济环境

Chap001国际商务查尔斯希尔英文9版

Four trends are important: 1. The changing world output and world
trade picture 2. The changing foreign direct investment
picture 3. The changing nature of the multinational
Declining barriers to the free flow of goods, services, and capital
average tariffs are now at just 4% more favorable environment for FDI
global stock of FDI was $15.5 trillion in 2009 facilitates global production
enterprise 4. The changing world order
1-16
How Has World Output And World Trade Changed?
In 1960, the U.S. accounted for over 40% of world economic activity, but by 2009, the U.S. accounted for just 24%
global communication networks and global media create a worldwide culture and a global consumer product market
1-15
The Changing Demographics Of The Global Economy

国际市场营销第一章(ppt文档)

Copyright © 2007 by South-Western, a division of Thomson Learning. All rights reserved.
1.1.3 The Development of Marketing Mix
1 Marketing Mix: 4P- 7P-11P • 4P McCarthy Product ; Price; Place; Promotion • 7P Boom &Bitner Product ; Price; Place Promotion; People Physical • 11P Philip Kotlter Product ; Price; Place Promotion; Power; Public
Copyright © 2007 by South-Western, a division of Thomson Learning. All rights reserved.
1.1.2 Marketing Philosophy
Marketing Philosophy :A way of organizing and controlling marketing. The whole philosophy of marketing is changing. Previously, marketing involved creating a demand for a specific product or service. That approach is obsolete. Today marketers must interact with the market, determine what products and services are needed, and supply enough information to the market about those products so that the products find their own market. (Page 3，重点词汇7)

国际市场营销学Lascu-Chapter1ppt课件

Copyright Atomic Dog Publishing, 2008
Levels of International Marketing Involvement (summarized)
Domestic Marketing
Scope, Concepts, and Drivers of International Marketing
Dana-Nicoleta Lascu Chapter 1
Copyright Atomic Dog Publishing, 2008
Chapter Objectives
• Define international marketing and identify the different levels of international involvement.
• Identify obstacles preventing firms from successful international ventures.
Copyright Atomic Dog Publishing, 2008
Importance of International Marketing
▪ Global marketing:
- The firm coordinates its marketing activities across different countries without focusing primarily on national or regional segmentation.
• For many companies, an international presence is essential to their success.

国际市场营销

国际市场营销国际市场营销（International marketing）是指商品和劳务流入一个以上国家的消费者或用户手中的过程.换而言之,国际市场营销是一种跨国界的社会和管理过程,是企业通过计划,定价促销和引导,创造产品和价值并在国际市场上进行交换,以满足多国消费者的需要和获取利润的活动。

国际市场营销与市场营销的关系国际市场营销学的基本原理和方法同基础市场营销学并无多大差异。

许多指导国内企业营销的原理和方法，诸如市场营销调研、消费者行为分析、选择目标市场、营销组合策略、营销战略计划、营销管理等，均可用以指导国际市场营销活动。

二者的主要区别是：1.市场营销环境不同国内营销是在企业熟悉的营销环境（包括人口、经济、社会文化、政治法律及竞争环境）中开展，国际市场营销则要在一国以上的不熟悉的营销环境中开展，同时还有受国内宏观营销环境影响，可见，国际市场营销所面临的环境更加复杂多变。

2.市场营销组合策略有区别国际市场营销活动受到双重环境，尤其是各国环境的影响，使营销组合策略复杂得多，难度也比较大。

（1）在产品策略方面，国际市场营销面临产品标准化与差异化策略的选择；（2）在定价策略方面，国际市场定价不仅要考虑成本，还要考虑不同国家市场需求及竞争状况，而且成本还包含运输费、关税、外汇汇率、保险费等。

此外还要考虑各国政府对价格调控的法规；（3）在分销渠道方面，由于各国营销环境的差异，造成了不同的分销系统与分销渠道，各国的分销机构的形式、规模不同，从而增加了管理的难度。

（4）在促销策略方面，由于各国文化、政治法律、语言、媒体、生产成本等不同，使企业在选择促销策略的时候更复杂；3.国际营销战略及营销管理过程更复杂由于各国营销环境差异大，各国消费者需求又存在巨大差别，如制订国际营销战略计划及进行营销管理，既要考虑国际市场需求，又要考虑企业决策中心对计划和控制承担的责任应当达到什么程度等等问题。

国际市场营销概述国际市场营销是世界经济发展的必然产物，它作为进军国际市场的企业行为，是跨越国界的市场营销活动。

国际市场营销International Marketing

Stages of International Marketing Involvement
In general, firms go through five different phases in going international: No Direct Foreign Marketing
Infrequent Foreign Marketing Regular Foreign Marketing
(Controllables) 1. Competition 2. Technology Price Product Target 5. PoliticalEnvironmental 7 Market uncontrollables 6. Geography and Legal country Promotion Place or 2 .Technology Infrastructure market B Distribution 4. Culture Environmental 3. Economy uncontrollables 5. Political3. Economy country Legal market C 4. Culture
International Marketing
Global Marketing
国际市场营销过程 International Marketing Progress
Appraising the international marketing environment
Deciding whether to go abroad
国际营销的基本要素 Basic Elements of International Marketing
Determine the needs of global customers Satisfy the needs of global customers Exceed competitors Coordinate marketing activities Identify the constraints in global environment

国际营销InternationalMarketing-资料共44页

▪
ቤተ መጻሕፍቲ ባይዱ
26、要使整个人生都过得舒适、愉快，这是不可能的，因为人类必须具备一种能应付逆境的态度。——卢梭
▪
27、只有把抱怨环境的心情，化为上进的力量，才是成功的保证。——罗曼·罗兰
▪
28、知之者不如好之者，好之者不如乐之者。——孔子
▪
29、勇猛、大胆和坚定的决心能够抵得上武器的精良。——达·芬奇
▪
30、意志是一个强壮的盲人，倚靠在明眼的跛子肩上。——叔本华
谢谢！
44
国际营销InternationalMarketing-资料
46、法律有权打破平静。——马·格林 47、在一千磅法律里，没有一盎司仁爱。— —英国
48、法律一多，公正就少。——托·富勒 49、犯罪总是以惩罚相补偿；只有处罚才能使犯罪得到偿还。— —达雷尔
50、弱者比强者更能得到法律的保护。—— 威·厄尔

国际市场营销(双语)课程TBChap001

Chapter 01The Scope and Challenge of International MarketingTrue / False Questions1.For companies today, becoming international is a luxury only some can afford.True Falsepanies from Japan are the leading group of investors in the United States.True False3.International marketing involves selling of a company’s goods and services to consumers or usersin more than one nation for a profit.True False4.The difference between domestic and international marketing lies in the different concepts ofmarketing.True False5.An international marketer must deal with at least two levels of uncontrollable uncertainty.True False6.The geography and infrastructure of a country are uncontrollable factors that influence thebusiness decisions of a company in an international market.True False7.The uncontrollable factors affecting international marketing are limited to political forces, economicclimate, and competitive structure.True False8.The level of technology in a country is an uncontrollable element for international marketers.True False9.The uncontrollable factors a company has to deal with decreases with the number of foreignmarkets in which it operates.True False10.The controllable elements can be altered in the long run and, usually, in the short run to adjust tochanging market conditions, consumer tastes, or corporate objectives.True False11.Political and legal forces, economic climate, and competition are some of the domesticenvironment’s controllable factors.True False12.The foreign policies of a country have a direct effect on a firm’s international marketing success.True False13.Abolition of apartheid in South Africa is an example of a positive uncontrollable element in aninternational marketing scenario.True False14.The business activities of international marketers are not affected by competition in their domesticmarket.True False15.The process of evaluating the uncontrollable elements in an international marketing programinvolves substantial doses of cultural, political, and economic shock.True False16.Level of technology remains unchanged across countries making it a fairly predictable factor ininternational marketing.True False17.Political and legal issues a company may face abroad are mitigated by the “alien status” of thecompany.True False18.The political details and the ramifications of political and legal events are often more transparent ina domestic situation than they are in a foreign market.True False19.The political and legal environment is a controllable element for international marketers becauseof their potent ability to lobby and influence legislation in foreign markets.True False20.In a broad sense, the uncontrollable elements of the foreign business environment constitute theculture.True False21.In dealing with unfamiliar markets, marketers must be aware of the frames of reference they areusing in making their decisions.True False22.John refuses to buy Japanese products because he sees this as a way of selling out to a nationknown for its aggressive behavior. John is using a self-reference criterion to make his decision.True False23.The self-reference criterion is closely related to ethnocentrism.True False24.Sam Watkins just ate cookies and, therefore, feels justified in refusing food offered by his MiddleEastern host. In this instance, Sam’s self-reference criterion has just saved him from making a cultural blunder.True False25.To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis thatemphasizes the need for ethnocentrism.True False26.Understanding one’s own culture normally requires no additional study.True False27.The most effective approach to build global awareness into an organization is to increase thediversity mix of the employee profile, especially for entry-level jobsTrue False28.Research has revealed that smaller home markets and larger production capacities appear tofavor internationalization.True False29.A com pany in the “no direct foreign marketing” stage of international marketing involvement doesnot actively cultivate customers outside national boundaries.True False30.The global marketing concept views the marketplace as consisting of one primary domesticmarket that is complimented by several smaller regional markets.True FalseMultiple Choice Questions31.Which of the following is a dynamic trend that is affecting the current global business strategies?A. T he trend toward buying American cars in Europe.B. T he trend toward the acceptance of the free market system among developing countries.C. T he trend toward using English as the global language.D. T he trend toward establishing a world currency.E. T he trend toward worldwide instant communication.panies from _____ lead in foreign investment in the United States.A. K ingdom of Saudi ArabiaB. R ussiaC. C hinaD. U nited KingdomE. C anada33.Which of the following is true regarding the impact of globalization on domestic markets in theUnited States?A. C ompanies with only domestic markets have been able to sustain their customary rates ofgrowth.B. M ultinational companies are making more profits from their domestic operations compared totheir earnings from the foreign markets.C. O nly multinational companies with large production facilities have succeeded in theinternational markets.D. T he domestic companies have reduced their manufacturing employment more than the USmultinationals.E. M ultinational manufacturing companies in all industries and sizes have outperformed theirdomestic counterparts.34.Which of the following is an essential requirement for companies to succeed in internationalmarkets?A. B inding strictly to their traditional methods of operations to succeed in international markets.B. F ocusing primarily on their production to meet the demands at home.C. V enturing into multiple markets at once.D. C ommitting themselves completely to foreign markets.E. F ocusing on improving the domestic market to invest the returns in international markets.35._____ is the performance of business activities designed to plan, price, promote, and direct theflow of a company’s goods and services to consumers or users in more than one nation for a profit.A. I nternal marketingB. I mportingC. C orporate managementD. I nternational marketingE. D omestic trade36.Which of the following is the most critical difference between domestic marketing and internationalmarketing?A. T he difference in marketing principles being followed.B. T he different concepts of marketing.C. T he change in marketing goals.D. T he environment in which marketing plans must be implemented.E. T he basic processes used to market products and services.37.Which of the following elements in the marketing environment poses a challenge to both domesticand international marketers due to its uncontrollable nature?A. P riceB. P romotionC. R esearch activitiesD. P olitical/legal forcesE. C hannels of distribution38.Which of the following is a controllable element for an international marketer?A. L evel of technologyB. G eography and infrastructureC. C hannels of distributionD. C ultural forcesE. S tructure of distribution39.Which of the following is an uncontrollable element for an international marketer?A. F irm characteristicsB. P romotionC. P riceD. R esearchE. L evel of technology40.For an international marketer, the _____ can be altered in the long run and, usually, in the shortrun to adjust to changing market conditions, consumer tastes, or corporate objectives.A. c ompetitive structureB. e conomic climateC. s tructure of distributionD. e nvironmental factorsE. c ontrollable elements41.Which of the following is an uncontrollable factor for a marketer in a domestic environment?A. F irm characteristicsB. C ompetitive structureC. C hannels of distributionD. P rice of the productE. P romotional measures42.Which of the following political actions is likely to favor international marketing?A. P lacing trade embargo on Cuba owing to widespread political instability in the country.B. U.S. government placing a trade ban on Libya for rampant terrorism.C. P araguay imposing low tariffs and tax rates for manufacturing industries.D. T ariff hike for imports established by China.E. U.S. government coupling human rights issues with foreign trade policy.43.Which of the following reflects the relationship between international business and domesticbusiness?A. D omestic businesses find it relatively easy to manage profits in the current scenario.B. D omestic businesses find it relatively easy to manage profits in the current scenario.C. M ost domestic businesses are the result of customization efforts of international businesses.D. T he ability to invest abroad is to a large extent a function of domestic economic vitality.E. D omestic businesses are more viable as capital tends to move toward minimum use.44.Which of the following is a possible outcome of the “alien status” of a company?A. A n increase in protectionist federal policies.B. A positive balance of trade.C. A sharp rise in domestic and international demand.D. A huge trade deficit.E. A n economic situation of the magnitude of the Great Depression.45.With respect to the environment in which a business operates, factors such as competition,political and legal forces, economic climate, would all be classified as:A. c ontrollable elements.B. u ncontrollable elements.C. p redictable elements.D. d emographic elements.E. c ultural elements.46._____ is a controllable element in both domestic and international marketing environments.A. E conomic climateB. C ompetition within the home countryC. P rice of productsD. P olitical forcesE. F oreign policies47.The marketing tasks of an international marketer differs from that of a domestic marketer as:A. t he international marketer has fewer uncontrollable elements to deal with compared to adomestic marketer.B. t he level of technology and cultural forces are controllable elements for the domestic marketer.C. t he structure of distribution is an uncontrollable element for the international marketer.D. t he competitive structure is one of the controllable factors for an international marketer.E. t he international marketer is less concerned about geography and infrastructure than thedomestic marketer.48.Robert Jonas is in charge of a new marketing effort directed toward Peru. In order for his companyto effectively market and distribute to all of Peru’s major cities, Mr. Jonas must devise a logistics plan for crossing the Andes Mountains on a daily basis. Which of the following foreignenvironment uncontrollable variables would be a chief concern as Mr. Jonas devises his plan?A. C ompetitive forcesB. C ultural forcesC. G eography and infrastructureD. E conomic forcesE. P olitical/legal forcespared to the foreign environment uncontrollable variables, which of the following elements isexcluded from the domestic marketer’s list of uncontrollable variables?A. P olitical forcesB. C ompetitive structureC. E conomic climateD. C ultural forcesE. L egal forces50.Amy Sims has been assigned the task of preparing a marketing plan for her company for the nextyear’s business activities. She knows that she should begin her plan by examining the variables that she has some control over. These controllable variables would include price, product,channels-of-distribution, and _____.A. d emandB. p olitical forcesC. c ompetitionD. e conomic climateE. p romotion51.M&M, a company producing musical instruments, had dominated its home market for severalyears before venturing into international markets. The company was focusing more oninternational operations until a German company in the same business entered its home market.The German company started selling good quality products at prices much lower than M&M’s and affected its sales adversely. Which of the following elements in the marketing environment has affected the business of M&M in the above scenario?A. L evel of technologyB. S tructure of distributionC. C ompetition in the domestic marketD. C ultural forcesE. P romotion of the product52.Ralph Waite is a marketing manager at a video game console manufacturing firm. Ralph has beenasked to review the marketing opportunities of his company in a foreign market. Ralph is aware that he can modify certain elements of the marketing environment to suit the foreign marketneeds. He is primarily focusing his attention on the factors that are not under his control and might affect their business prospects. Which of the following uncontrollable elements is most likely to affect the company’s business prospects in the foreign market?A. T he pricing policies in the foreign market.B. T he trade policies in the home country.C. T he promotional activities required to market the product.D. T he level of technology in the targeted market.E. T he product distribution channels adopted by his company.53.The _____ issues faced by a company are often amplified by the “alien status” of the company,which increases the difficulty of properly assessing and forecasting the dynamic international business climate.A. p roduct researchB. p ricingC. p roduct specificationD. p olitical/legalE. p romotional54.Which of the following best illustrates the political and legal issues faced by companies because oftheir “alien status” when they attempt to do business in foreign countries?A. A company doing moderate business in international markets because of violent history of itshome country.B. A company being forced by the local government to share its core competencies in order tocontinue doing business.C. A product not being widely accepted in the foreign market because of its irrelevance to thecustomers.D. A company utilizing an identical promotional campaign it used in the domestic country.E. A company not succeeding in a foreign market because its product pricing is above thepurchasing power of the local customers.55._____ is the conscious effort on the part of the international marketer to anticipate the influences ofboth the foreign and domestic uncontrollable factors on a marketing mix and then to adjust the marketing mix to minimize the effects.A. S tandardizationB. A daptationC. S egregationD. S egmentationE. P rojection56.The primary obstacles to success in international marketing are a person’s _____ and anassociated ethnocentrism.A. r egionalismB. h olismC. s elf-reference criterionD. e ffort at adaptationE. e ffort at integration57._____ is an unconscious reference to one’s own cultural values, experiences, and knowledge as abasis for decisions.A. N ativismB. H olismC. S elf-reference criterionD. S egregationE. X enophobia58.In the United States, unrelated individuals keep a certain physical distance between themselvesand others when talking or in groups. Americans do not consciously think about that distance; they just know what feels right without thinking. Someone from another culture would not necessarily understand this and would apply their rules for contact when speaking. The preceding is anillustration of what is called applying a _____ when reviewing the mentioned social custom of contact.A. s elf-space principleB. s egregation principleC. i ntegration criterionD. s pace command criterionE. s elf-reference criterion59.Which of the following is closely related to the self-reference criterion?A. D ifferentiationB. M arketing myopiaC. E thnocentrismD. M ulticulturalismE. P luralism60._____ impedes the ability of a person to assess a foreign market in its true light.A. N ativismB. P luralismC. X enocentrismD. E thnocentrismE. R elativism61.Which of the following is true of ethnocentrism?A. I t is the cultural binding force among a diverse employee population in an organization.B. I t is a problem that arises when managers from affluent countries work with managers andmarkets in less affluent countries.C. A merican managers have generally been uninfluenced by it, especially in the beginning of the21st century.D. I t is the cornerstone of effective adaptation in the field of international marketing.E. S elf-reference criterion is universally considered the technique to reduce or eliminateethnocentrism.62.The most effective way to control the influence of ethnocentrism and the SRC is to:A. r educe interaction with culturally diverse audience.B. a sk for feedback on every possible occasion.C. r ecognize their effects on our behavior.D. l earn at least two foreign languages to understand the cultural differences.E. a sk for second opinion in a decision-making scenario.63.To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis thatisolates the self-reference criterion influences. Which of the following should be the first-step to avoid the aforementioned errors?A. R edefining the problem without the SRC influence.B. S olving the problem for the optimum business goal situation.C. I solating the SRC influence in the problem and examining it carefully to see how it complicatesthe problem.D. D efining the business problem or goal in home-country cultural traits, habits, or norms.E. D efining the business problem or goal in foreign-country cultural traits, habits, or norms throughconsultation with natives of the target country.64.Understanding one’s own culture requires additional study as:A. s elf-criticism is not easy to build when studying one’s own culture.B. m uch of the cultural influence on market behavior is at the subconscious level.C. t he cultural traits in one’s own country are complex and not internalized.D. i nternational trade treaties mandate that managers have extensive cultural knowledge of theirown country.E. c ultural influence on one’s own market behavior is generally minimal and insignificant in thelong run.65.Which of the following types of nontariff barriers strictly falls under the category of specificlimitations on trade?A. I mport credit discriminationsB. E xport subsidiesC. V oluntary export restraintsD. E mbargoesE. P ackaging, labeling, or marking standards66.Which of the following characterizes a globally aware manager?A. U sing one’s home culture’s values alone to market one’s products in foreign countries.B. A ccepting the cultural ways of another individual as their own.C. A llowing others to be different and equal.D. D iscarding one’s home culture’s standards to adopt the global cultural standards.E. C ontrolling any influences that the global cultural standards may have on the marketingprocess.67.Which of the following will aid a manager in understanding the way people of different countriesthink and act?A. A better understanding of global economic trends.B. A deeper understanding of world market potential.C. A n understanding of foreign investment opportunities.D. A n understanding of microeconomics.E. A historical perspective.68.Which of the following is the most effective way to achieve organizational global awareness?A. H iring employees based on the sole criterion of global awareness.B. O rganizing employee trips to foreign cultures to increase their sensitivity.C. I ncreasing the diversity mix of the front-level employee profile.D. H aving a culturally diverse senior executive staff or board of directors.E. P romoting social networking as a means to improve inter-cultural communication.69.Which of the following organizations seems better equipped for internationalization?A. A firm that sells its products only to those foreign customers who directly contact the firm.B. A firm that has a production capacity that is much greater than home market demand.C. A firm that focuses its production activities on meeting the demands in the home market.D. A firm that has a culturally diverse employee profile but few competitive offerings at the globallevel.E. A firm that has little intention of maintaining a continuous market representation.70.Which of the following firms has a better chance of accelerating the internationalization process?A. I nternational regulatory bodies set export/import limits.B. T he importing country can levy heavier import tariffs to override the VERs.C. T he exporting country sets the limits on the quantity it will export.D. I t is a mandatory tax imposed by a government on goods entering at its borders.E. I t is an absolute restriction against the importation of certain goods.71.Which of the following is true regarding the stages of international marketing involvement?A. A firm essentially progresses through the stages in a linear order.B. T he international marketing stage represents the highest level of international involvement.C. A firm begins its international involvement at the second stage.D. A firm may be in more than one stage simultaneously.E. T he final stage of the process is involves no direct foreign marketing.72.Which of the following best describes the stage of development where the company’s productsreach a foreign market without any conscious effort on the part of the marketer?A. I nfrequent foreign marketingB. R egular foreign marketingC. N o direct foreign marketingD. I nternational marketingE. G lobal marketing73.Jefferson’s is a firm that specializes in dog food and grooming products. The company has a verywell-established domestic market. The company does not actively sell its products outside national borders but provides goods to customers who contact them directly or place orders with them through the Internet. Jefferson’s is currently in the _____ stage of international marketinginvolvement.A. f requent foreign marketingB. a ctive foreign marketingC. g lobal marketingD. r egular foreign marketingE. n o direct foreign marketing74.If a marketer is motivated to initiate an international marketing effort mainly because of temporarysurpluses in the domestic market, which of the following stages best characterizes the stage of international marketing involvement for this marketer?A. I nfrequent foreign marketingB. R egular foreign marketingC. N o direct foreign marketingD. I nternational marketingE. G lobal marketing75.James Bright’s company seeks markets all over the world and attempts to sell products that are aresult of planned production for markets in various countries. Which of the following stages best characterizes the stage of international marketing involvement for Mr. Bright’s company?A. I nfrequent foreign marketingB. R egular foreign marketingC. N o direct foreign marketingD. I nternational marketingE. I nternal marketing76.Maria Peron’s company treats the world, including the home market in Spain, as one market.Market segmentation decisions no longer focus on national borders. Instead, market segments are defined by income levels, usage patterns, and other factors that span countries and regions.Which of the following stages best characterizes the stage of international marketing involvement for Ms. Peron’s company?A. I nfrequent foreign marketingB. T est marketingC. N o direct foreign marketingD. I nternal marketingE. G lobal marketing77.Ajax Corporation has decided to enter the international marketing arena by marketing its productson a country-by-country basis, with separate marketing strategies for each country. The company is using which of the following concepts to formulate its international policies and strategies?A. D omestic market extension conceptB. M ultidomestic market conceptC. M ass marketing conceptD. U niversal marketing conceptE. S tandardized marketing concept78.Regular foreign marketing stage differs from the international marketing stage as companies at theregular foreign marketing stage:A. f ail to actively seek customers in international markets.B. m arket their products in international markets only when there is a surplus in production.C. f ail to represent careful strategic thinking about international expansion.D. l ack permanent productive capacity that is devoted for production of goods and services to bemarketed in international markets.E. f ocus all their operations and production to service the domestic market needs even thoughthey are interested in foreign markets.79.Which of the following is true of firms in the first two stages of international marketinginvolvement—no direct foreign marketing and infrequent foreign marketing?A. T hey do not begin internationalization at these stages.B. T hey take a strategic approach to decision making regarding international expansion.C. T hey are more reactive in nature and embark on internationalization without planning.D. T hey intend to maintain a continuous market representation in foreign markets.E. T hey are a result of dedicated production capacity maintained for foreign markets.80.In which of the following stages of international marketing involvement, companies primarily focusall their operations and production to service domestic market needs, even though they have a permanent productive capacity devoted to the production of goods to be marketed in foreign markets?A. N o direct foreign marketingB. I nfrequent foreign marketingC. R egular foreign marketingD. I nternational marketingE. G lobal marketing81.The firms at the stage of regular foreign marketing of international marketing involvement:A. s ell products that are a result of planned production in markets in various countries.B. p rimarily focus all their operations and production to service domestic market needs.C. h ave a global perspective and view the entire world as one market devoid of any segmentsbased on nationality.D. h ave half their sales revenues coming from international markets.E. h ave no intention of maintaining continuous market representation in foreign markets.82.Which of the following is true of firms at the international marketing stage of marketinginvolvement?A. T he primary focus of operations and production is to service domestic market needs.B. A s domestic demand increases and absorbs surpluses, foreign sales activity is reduced or evenwithdrawn.C. P rofit expectations from foreign markets are seen primarily as a bonus in addition to regulardomestic profits.D. P lanning generally entails production of goods outside the home market.E. T he firm treats the world, including the home market, as one market.83.What is the most profound change for firms at the global marketing stage of internationalization?A. P lanning involves production of goods outside the home market.B. S ales to foreign markets are made as and when goods become available.C. T emporary surpluses marketed in foreign markets is the only element of internationalization.D. C ompanies treat the world, along with home market, as one market.E. P roduction capacity exceeds domestic demand.84.Which of the following firms/products reflects a global marketing orientation?A. A skin-lightening cream aimed at African American women.B. A company promoting Latino jazz musicals.C. A firm producing highly cost-effective and durable computers.D. A famous restaurant in Singapore that specializes in Oriental food.E. A Japanese to English translation software.。