国际市场营销 考试复习题 答案

International Marketing一、名词解释:1．International marketing：International marketing is defined as the performance of business activities designed to plan,price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit. 2．strategic international alliance (SIA)A strategic international alliance (SIA) is a business relationship established by two or more companies to cooperate out of mutual need and to share risk in achieving a common objective.3．Common law,The basis for common law is tradition, past practices, and legal precedents set by the courts through interpretations of statutes, legal legislation, and past rulingsCommon law seeks “interpretation through the past decisions of higher courts which interpret the same statutes or apply established and customary principles of law to a similar set of facts”Civil or code law,Code law is based on an all-inclusive system of written rules (codes) of law Islamic lawIslamic law defines a complete system that prescribes specific patterns of social and economic behavior for all individuals.4．Global brandA global brand is defined as the worldwide use of a name, term, sign, symbol (visual and/or auditory), design, or combination thereof intended to identify goods or services of one seller and to differentiate them from those of competitors5．Politically sensitive productsPerceived to have an effect on the environment, exchange rates, national and economic security, and the welfare of people 。

Are publicly visible or subject to public debate 。

6. Sales promotionsSales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation。

7.Culturec ulture refers to “the human-made part of human environment—the sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society”8. SubornationInvolves giving large sums of money—frequently not properly accounted for—designed to entice an official to commit an illegal act on behalf of the one offering the bribe; involves breaking the lawLubricationInvolves a relatively small sum of cash, a gift, or a service given to alow-ranking official in a country where such offerings are not prohibited by law 9. ConfiscationConfiscation, the most severe political risk, is the seizing of a company’s assets without paymentExpropriationExpropriation is where the government seizes an investment, but some reimbursement for the assets is made; often the expropriated investment is nationalized to become a government run entityDomesticationDomestication occurs when the government mandates local ownership and greater national involvement in a foreign company’s management10.Distribution process，The distribution process includes the physical handling and distribution of goods, the passage of ownership (title), and the buying and selling negotiations between producers and middlemen and between middlemen and customersDistribution structureEach country market has a distribution structure through which goods pass from producer to use，Within this structure are a variety of middlemen whose customary functions, activities, and services reflect existing competition, market characteristics, tradition, and economic development11. Country-of-origin effect (COE)Country-of-origin effect (COE) can be defined as any influence that the country of manufacture, assembly, or design has on a consumer’s positive or negative perception of a product。

12. Price escalationPrice escalation refers to the added costs incurred as a result of exporting products from one country to another13.M-time/ P-timeM-time, or monochronic time, typifies most North Americans, Swiss, Germans, and ScandinaviansP-time, or polychronic time, is more dominant in high-context cultures。

P-time is characterized by multi-tasking and by “a great involvement with people”。

14.QualityQuality can be defined on two dimensions: market-perceived quality and performance quality。

15. Integrated marketing communications (IMC)Integrated marketing communications (IMC) comprises: advertising、sales promotions 、personal selling 、direct selling, and 、public relations二、翻译：1)SRC is an unconscious reference to one’s own cultural values, experiences, andknowledge as a basis for decisions. ( self-reference criterion )自我参照标准是指人们习惯于用自己的价值观、经历、知识来作为评判一件事情的标准的无意识行为2)Ethnocentrism refers to the notion that one’s own culture or company knows best howto do things. 民族优越感是一种相信自身种族或团体优于其他团体的行为3)P17 T o be globally aware is to have tolerant of cultural differences, andknowledgeable of culture, history, world market potential, and global economic, social and political trends.树立全球意识就要包容不同的文化差异，对世界各地的文化、历史、市场潜力，全球经济、政治倾向都要有深刻的了解4)P71 W e must not make value judgments as to whether or not cultural behavior is goodor bad, better or worse. There is no culture right or wrong, just difference. 我们绝不能以某种文化行为的好坏、优劣作为价值判断标准，文化没有对错之说，只存在差异。