国际营销简答英文版
全球营销简答题
一、母国中心主义，（Ethnocentric orientation）多国中心导向、地区中心导向、全球中心导向的差异。
母国中心主义：认为自己的国家优于世界其他国家的人即属于母国中心导向性。
公司员工只看到市场的共性，并认为在本国市场畅销的产品和可行做法也会在其他任何地方畅行无阻。
多国中心导向：与母国中心主义真好相反。
他们认为每个公司商务所及的国家都是独特的，这一观点导致人们采取当地化或因地制宜策略。
产品根据不同的市场条件作适当的修改。
地区中心导向：管理层将每个地区都视为独特的并试图发展一个整合的地区性战略。
地区中心导向的公司把整个世界视为潜在市场，并努力发展一体化的世界市场战略。
全球中心导向：是综合母国中心和多国中心的结果；这是一种既看到各个市场和国家的共性也看到其差异的“世界视野”这种视野促使企业努力创造一套能完全迎合各地需要和欲望的全球战略。
二、市场资本主义、中央计划社会主义、中央计划资本主义和市场社会主义的不同之处。
举例。
市场资本主义：是一种由个人和公司配置资源，生产资源私有的体制。
简而言之，消费者决定他们要什么，公司决策生产什么和生产多少。
北美西欧多采用。
中央计划社会主义：与市场资本主义相反的是中央计划社会主义。
政府计划编制者就货品或服务的种类、生产产量、可供消费者选购的种类做自上而下的决策。
中央计划资本主义：在私有资源环境中大幅依靠指令配置资源的体制。
例子：如在瑞典，2/3的支出是由政府控制的资源配置的“指令”导向部分大于“市场”导向部分。
市场社会主义：这种制度允许在整体国有的环境中采取市场配置的政策。
例子：中国寄予广东省企业和个人相当大的在市场经济体制下运营的自由。
三、高语境与低语境。
高语境：用言语表达的信息包含着较少的世纪信息，更多的信息存在于沟通情境中.低语境：词语承载了沟通中的大部分信息。
例子：日本、沙特阿拉伯。
在这类文化中，影响商务信贷发放决策的依据更多是借贷人的身份和背景，稳不是对预计财务报表文件的正式分析。
国际营销homework1--ch2
1. After reading “Global Commerce Causes Peace”, please answer this question. How to understand “global commerce causes peace”?2. Why did McDonald’s pull out off Latin American and Middle East markets according to the information given in the third paragraph on page 5?3. Why does the author believe that in international market “Flexibility means survival”?4. What are the four major Events and Trends Affecting Global Business?5. “As one international expert noted, every American company is international”, how to understand this?6. Please give out some illustrations on the Internationalization of U.S. Business. Can you list some foreign acquisitions of Chinese companies?Can you list some Chinese acquisitions of foreign companies?7. What’s International Marketing?What’s the difference between domestic marketing and international marketing8. Why the international marketing is more complicated than that the domestic marketing?9. Please list the controllable factors for a company?10. Please list the uncontrollable factors in domestic market facing by an MNC.11. Please list the uncontrollable factors in foreign markets facing by an MNC.12. The key to successful international marketing is adaptation to the environmental differences from one market to another. What are the primary obstacles to success in international marketing?13. What’s SRC ? What are the dangerous of SRC? What’s Ethnocentrism?14. How to isolate the SRC influences and to maintain a vigilance regardingethnocentrism?15. What does “to be Global Awareness” mean?16.Please list out approaches that can be used in the building of organization global awareness .17. Please list the stages of International Marketing Involvement.18. Discuss the conditions that have led to the development of global markets.19. Differentiate between a global company and a multinational company.20. Does a global orientation mean to follow a single strategy of standardization without regard for cultural differences ？Does it imply that the marketing effort must be adapted to every cultural difference?。
(完整版)国际营销简答题
4’*5=20分1.What are the stages of life cycle of product? Provide a short description for each of them. Chapter1P41.product development: development &research (D&R )costs mount2. Pre-introduction:marketing planning is involved, especially promotion costs mount3. introduction--distribution/price strategyAn initial low pricing policy to get into the market, though with little competition, price may be high initially to recoup development costs. Selection of a distribution model to get the product onto the market.4. growth--sales revenues outnumber costsThe growth stage is typically characterized by a strong growth in sales and profits.5.maturity成熟-competition is getting fierce, and profits level off. This is probably the most competitive time for most products and businesses need to invest wisely in any marketing they undertake.6. decline-sales /prices/profits drop; consumers are seeking for new productsEventually, the market for a product will start to shrink.2.What difficulties did Wal-Mart encounter遇到when it tried to expand Chinese market, and how did Wal-Mart solves these problems according what you have learned inthis semester? Chapter3 P50Regionalism:Wal-Mart have difficult in interprovincial transportation and distribution of the products they cover.How:Wal-Mart encourages suppliers that sell nationwide to use the distrubution center and offers back-haul services from their local e distribution centres and back-haul trucks.Nontariff Trade Barrier:government efforts to keep Chinese products on, and imported products off shelves.How:Chinese customers are still interested in trying new, imported goods. Financial Matters:Regional fragmentation of finance regulation, tax laws, and other institution has effect on the payment side of the supply chain. How:Wal-Mart has worked with the Chinese government to set up a holding company to consolidate joint venture distribution and finance. Inefficient LTL & Private, Nationwide Parcel Delivery:The choice of service providers is limited, and tracking, pickup, and delivery are unreliable.How:Chinese state-owned transport firms and foreign freight or parcel companies have recently been established.3.List at least five international market entry strategies, and provide a short description for each of them. Chapter2 P37 Exporting：Sell products /goods/visible commodities to the buyers fromdomestic markets to oversea marketsAgency：A global company grants an organization ( called as an agent )to sell its productsFranchising: Franchising is the practice of the right to use a firm's successful business model and brand for a prescribed period of time. For the franchiser, the franchise is an alternative to building "chain stores" to distribute goods that avoids the investments and liability of a chain. Contract Manufacturing :A contract manufacturer ("CM") is a manufacturer that contracts with a firm for components or products. It is a form of outsourcing.Management contracting: A management contract is an arrangement under which operational control of an enterprise is vested by contract in a separate enterprise that performs the necessary managerial functions in return for a fee.Original Equipment Manufacture (0EM):Original equipment manufacturer (OEM) is a term used when one company makes a part or subsystem that is used in another company's end product.FDI4.Make a comparison among absolute quota(绝对配额）/tariff-rate quotas(关税配额）/voluntary export restraints (VERs 自愿出口限制）absolute quota:To impose a maximum amount on the quantity or amount of imports of certain commodities for a specified period of time.tariff-rate quotas:The importing country sets a quantitative limit on the quantity of imported goods, and applies a higher or general tax rate to the goods imported after exceeding the limitVoluntary export restriction: is an action unilaterally taken and implemented by the exporting country. It is called "voluntary" and means that the exporting country has the formal right to cancel or modify the restrictive measures.5.Why do marketeers want to expand overseas markets, carrying an established product? Chapter7 P122 Saturation: the home market has peaked and is now saturated with your product.Declining interest：Foreign demand：receiving an unsolicited demand from a foreign buyer. Share enlargement: flush with cash or energized with curiosity,they wish to increase their sales by increasing their petition Exchange value: the value of national currencies can fluctuate wildly, often with deleterious effects on domestic companies.when production cost rise and domestic buying power declines, the marketeer have no choice but tolook offshore for customers.Preproduction penetration: prior to setting up full scale offshore production, a company will sell to the targeted market as a way of testing demand , observing price elasticity, or educating the population about a product. Government request: many developing countries finance their growth through exports, since domestic buying power is limited.6.Internet research is becoming widespread nowadays. Can you illustrate the benefits and shortcomings of internet research?Benefit: speed, immediacy, and a complete disregard for physical distance.1.focused and purposeful (so not recreational browsing),es internet information or internet-based resources3.tends towards the immediate (drawing answers from information you can access without delay)4.tends to access information without a purchase price. shortcomings1.unrecognized bias,2.difficulties in verifying a writer's credentials3.not be the most suitable resources to answer a particular question1.Advertising campaign 广告营销A planned set of adverting messages repeated in a variety of media.modity 商品Any article exchanged during trade. More commonly, it’s used to refer to raw materials.3.Consumer products 消费品Goods purchased by individuals or households for their personal use, as opposed to products purchased by businesses.4.Created market 新创市场A market where a product is placed on offer with no previous demand.5.Distributor 分销商A company that undertakes to purchase products from the manufacturer for resale in a given market.6.Dumping 倾销The export of goods to a market for sale at a price below actual production cost in an effort to gain market share.7.Exchange risk 外汇风险The risk associated with the potential for a change in the market value of currencies that occurs between the time an international contract is agreed upon and when payment is actually made.8.Expropriation 征用The forcible takeover by a local government of a foreign business operatingwithin its borders. The seizure generally happens without payment.9.Found market 新发现市场A market wherein consumer demand initiates the development of goods or services to meet that demand.10.Hard currency 硬通货National currencies that hold an internationally stable value over an extended period and have great ease of exchange.11.Marketing max 营销组合The combination of the marketing elements of product, price, place and promotion to generate the sale of goods or services.12.Market research 市场调研The objective and systematic process of locating and analyzing information for making decisions about a specific market or product.13.Niche marketing 利基营销/补缺营销Marketing strategy in which a company focuses its entire effort on a small, specialized segment of a larger market.14.On-the-ground 实地考察Research or information acquired in the actual market that’s the subject of the research.15.Penetration 市场渗透The degree to which a product and its promotion have attained market share in any targeted market segment.16.Positioning 市场定位The way that customers perceive a company’s product in relation to that of its competition.17.Product life cycle 产品生命周期The series of stages through which a product passes, including development, introduction, growth, maturity and decline.18.Segmentation 市场细分A strategy wherein a large market is subdivided into ever smaller pieces, with each new segment being the focus of its own marketing plan and effort. 19.Soft currency 软通货National currencies that have an unstable international value and are difficult to exchange, due to the issuing nation’s lack of recognized reserves.20.Statistical research 统计研究A method that utilizes date and measurements to determine consumer behavior and potential demand.。
国际市场营销英文练习题库及答案
1. Management with a geocentric orientation viewing the entire world as a potential market and striving to develop an integrated world market strategy.2. Marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitors do.3. Product concept is such an idea that consumers will favor products that offer the most quality performance and features, and that the organization should therefore devote its energy to making continuous product improvement.4. The production concept is such a philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency.5. The goal of differentiation principle is to create competitive advantage.6. What does global localization mean? Thinking globally and acting locally.7. EPRG Framework consists of Ethnocentric orientation, Polycentric orientation, Regiocentric Orientation, Geocentric Orientation.8. Three principles of marketing includes value principle, differentiation principle, focus principle.9. Which management philosophy holds that achieving organizational goals need to determine the needs and wants of target markets. Marketing concept, social marketing concept.10. Marketing is a social and manager process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.√对1. European union is a kind of Economic Unions.2. Two or more countries agree to abolish all internal barriers to trade among themselves, Then they establish a Free trade areas.3. Power distance index(PPDI Refers to the extent to which the less powerful member of a society accept- even expect- that power is to be distributed uniquely.4. Lower middle income countries, also known as less developed countries/LDCs.5. Expropriation is a kind of political risk.6. High income countries also known as advanced industrialized postindustrial or first world countries.7. Self -reference criterion(SRC) refers to the unconscious reference to one's own cultural values.8. Market Allocation relies on consumers to allocate resources.9. Which of the following belongs to the most of delusion of equity control?Expropriation, Confiscaction, Nationalization, Creeping expropriation.10. In a high context country lawyers is less important , a person's word is his or her bond, responsibility for organizational error is taken by highest level, people breathe on each other.11. Sovereignty refers to the spring and independent political authority of a country.12. There are three types of economic systems, namely capitalist, sociologist, and mixed.13. There are four stages of market development, namely low income countries, lower middle income countries, upper middle income countries, and high income countries.14. Culture can be explained by ways of living built up by a group of human beings which are transmitted from one generation to another.15. Maslow's hierarchy of needs is a useful theory of human motivation that helps explain cultural universals.1. Segmentation is defined as the process of dividing the world market into distinct success of consumers that behave in the same way or have similar needs.2. Demographic segmentation is dividing the world based on measurable characteristics of populations, such as age, gender, income, national income, education and occupation, etc.3. Behavior segmentation focus on whether people buy or use a product, how often and how much they use it.4. Targeting is the act of evaluating and comparing the identified segments in order to select one or more of them as prospects with the highest potential.5. Differentiated global marketing entails targeting two or more distinct segments with different marketing mixes.6. Positioning is the location of a product in the mind of its customers，that is positioning is what happens in the mind of the customer.7. High-tech positioning is a kind of positioning strategy for products which are ppurchased on concrete product features; Bears already have processed or wish to acquire considerable technical Information.8. Core product consists of the core, problem solving benefits that consumers seek when they buy a product.9. Product life cycle is the cause of a product's sales and profits over its lifetime.10. Then company sells exactly the same product or service with the same advertising as used in the home country ,in some or all world market countries or segments, we say the company chooses a dual expansion strategy for global product expansion.11. Transfer pricing refers to the pricing of goods and services bought and sold by operating units or divisions of a single company.12. Price escalation is the increase in a product's price as transportation ,duty and distributor margins are added to the factory price.13. Distribution channel refers to an organized network of agencies and institutions which in combination perform all the activities required to link producers with users to accomplish the marketing task.14. The width of distribution channel is depending on the number of intermediaries in each level of channel.15. Promotion refers to all forms of communication used by organizations to inform ,remaind,explain, persuade, and influence the attitudes and buying behavior of customers and other persons.16. Advertising refers to any sponsored paid message placed in a mass medium.17. The goal of public relations is to build good relations with company's various publics.18. Personal selling is the interpersonal art of the promotion mix, which involves two -way ,personal communication between salespeople and individual customers-whether face to face ,by telephone,through video conferences ,or by other means.19. Sales promotion refers to any consumers or trade program of limited duration that is tangible value to a product or brand.20. The goal of sales promotion is to encourage the purchase our sale of a product or service through the short term incentives.21. ST p refers to segmentation positioning and targeting.22. Consumer products contains of convenience, shopping, specialty ,and unsought products on the basis of how they are purchased.23. Sure, when the design product. We need to consider such factors as preferences, cost, laws and regulations ,compatibility and so on.24. What are the factors influencing price setting? Pricing objectives, competitive prices, demand for the product, cost.25. Which of the following a new product pricing strategies? Market skimming pricing, Market penetration pricing.《国际技术贸易》习题2一、单项选择题1.《马德里协定》生效的时间是（）2.国际合作生产的主体（）。
国际市场营销英文版
• The enterprises are faced with the problems: the shortages of the natural resoures the pollution of the natural environment
The solution: 1、setting up the green marketing concept 2、sustainable development
• Business cycles and Spending patterns Spending patterns are linked to the business cycle. The level of business activity that moves from prosperity to recession, to recovery. Prosperity production employment demand Recession production employment demand Recovery production employment demand • Consumer Income It influences whether or not consumers buy products
• The people living in a particular society hold many core beliefs and values that tend to persist,and the beliefs are passed on parents,schools,religious,government, business,groups. For example: the government of singapor encourage the people speak mandarin.
英文版国际营销重点及答案
国际营销International Marketingis 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.国际营销市场细分International marketing market segmentationEnterprises after entry into a foreign market, due to customer demand is varied in the country, businesses cannot meet all the needs of customers, and can be broken down into a number of markets, meet the needs of one or several markets.After that when the company decides to enter an overseas market, it will find that customer demand on the local market there is still a difference, need to be further subdivided into a number of markets, with a view to selecting one or several markets to target markets.文化culture（1）is the sum of the "value, rituals, symbols, beliefs, and through processes that are learned and shared by a group of people ,then transmitted from generation to generation."（2）Is 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营销渠道Marketing channelsMarketing (Marketing channels) refers to the product or service path along the transfer, transfer from participating product or service activities in order to make the product or service is easy to use or consumption of all organizations.销售促进销售促进（英文为：Sales Promotion，简称SP）Sales promotion (English: Sales Promotion, known as SP), also known as a marketing promotion, it is an enterprise using a variety of short-term incentives to encourage consumers and brokers to buy promotional activities, distribution of products and services.1.国内营销与国际营销区别和共同点International marketing is developed on the basis of marketing. As the different branches of marketing, international marketing and domestic marketing of existing linkages, and differentiated.(A)Link1. Based on commonality of international marketing and domestic marketing are based on the principles of economics as a theoretical basis.2. Consistency of concepts in contemporary economic activity, international marketing and domestic marketing concepts are consistent in nature, are "marketing concept" as a guiding principle, to meet consumer demand and user-centric.3. Operation is easy, in management, international marketing and domestic marketing there is often a certain amount of contact. Their business processes, international marketing is an extension of domestic marketing(B) the difference1. International marketing environment has become more complex2. Uncertainties facing the international market moreChanging trend of the market demand for our products, as well as consumer buying motives, consumer psychology, evaluation of products, it is difficult to determine. Enterprises ' difficulty in timely, accurate information about competitors ' reactions, and multinational market research more difficult. Companies are struggling to choose the more suitable advertising media and advertising tools, selection and control of international marketingchannel is more difficult to determine.3. selection of international than domestic marketing more diverse, more difficult.4. International marketing marketing harder2.文化具有哪些特点？文化具有的一些特征。
国际营销英文版(自己亲手整理)
CH11. Definition of MarketingMarketing 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. 2. Core Concepts of Marketinga. Target Markets ＆Segmentationb. Needs, Wants, and Demandsc. Product or offeringd. Value and satisfactione. Exchange and Transactionsf. Relationships and networksg. Marketing channelsh. Supply Chaini. Competitionj. Marketing Environment 3、 Simple Marketing SystemIndustryMarket（a collection of sellers ） a collection of buyers ）4. Company Orientations(导向) Towards the Marketplace（1）production concept 生产导向 expand resources→ Consumers prefer products that are widely available and inexpensive daily commodities （生活须品） (成本) （价格） （2）product Concept 产品导向 research development ，innovation→ Consumers favor products that offer the most quality, performance or Innovative features.（reliability ） （speed ）Risky（3）selling concept 销售导向 advertise, promote sales→ Consumers will buy products only if the company aggressively promotes/sells theseproducts. （4）marketing concept 市场导向→ focuses on needs/wants of target markets&delivering value better than Competitors 5. Customer Delivered Value（a ） the Selling conceptStarting point focus means ends（b ） the marketing Concept6. Evolving Views of Marketing’s roleprofits through sales volume selling and promotionExisting products Factoryprofits through customer satisfactionIntegrated marketingcustomer needss Marketa Marketing as an equal function b. Marketing as more important function. ProductionC.Marketing as the major function d . The customer as the Controlling factor other sections need to Serve for Marketing and achieve the marketing needse. The customer as the Controlling function and marketing as the integrative function.project manager 项目经理→Solve Customer’s problems and Contact the customers 7. need 、want 、 demandneed: basic requirements for people’s survival （ food, clothes ） want: more advanced/specific requirements （coke, KFC ）demand: not only specific requirements but also the ability of payment 8. The Four Ps The Four Cs Marketing Mix （营销组合）【Combination of techniques and skills and marketing condition 】➢ Product →Customer Solution （not only Consider the quality, performance, features ofproducts but also brand, related service）➢Price→定价cost of production, profits, demand, competitors.➢Promotion→specific methods used to push customers to buy product（gifts. discount, Coupon）give stimulators➢place→move the product from the manufacturer➢where we buy→retailers （distribution channels）, where the market locatedThe Four Cs➢Convenience for place➢Customer Solution products + services➢Customer Cost customers are more likely to but Products with more convenience➢Communication for Promotion information about the product, company, promotional information（benefits）though media, face-to-face communications9. Customer Satisfactioncustomer Satisfaction →value →benefit ÷cost①increase the benefits and reduce the costs at the same time→technology changeiphone, car②increase the benefits reserve the cost steady at the same time→手机、加量不如价③reserve the benefits and reduce the costs at the same time→促销（New Arrival）④increase the benefits by more than increasing the cost→iphone Plus⑤reduce the cost by more than reducing the benefits10.transaction 交易five Conditions must be satisfied to achieve transaction①at least two parties②each party must have something valve to the other party③each party is capable of the ability of communication and delivery④each party believes appropriate or desirable to deal with other parties→both of them canbenefit from the transaction not a zero Sum game but a win-win gameone winner one loser⑤each party is free to accept or reject the exchange and offer→not much interference（government）11.Scope of market10 terms of entity can be marketeda)Goods产品（physical goods实物）b)Service 服务（insurance, security, medication）c)idea （innovation, creation, new tech, small company with technology sell itself）d)persons （组织人）e)information→Culture related products→movief)property→expensive product(real property不动产house, building)real estate 房地产（persuade to buy real property）financial property（stock、bound债秀、future期货）g)experience体验→theme park、翔伞、真人CSh)event→Olympic games, Expo, Shows, trade fairi)place→scenic sports, cities, countries (investment)j)organization→(universities, hospital，museum）12.Four levels of Competition1)brand competition→company Sees the competitors as other companies offering same products or Services to the Same customers at similar prices大众Vs丰田top and second in sales, same level of salesprice花冠、高夫w迈腾-suv途锐in2)industrial competition→company Sees the competitors as all companies that make the same products 大众VS宝马VS奔驰VS起亚all provide cars, how to compete with othersdesign a new model 向上→辉腾向下→高尔夫（cheap）多品牌竞争大众（斯科达、西雅特）宝马BMW斯莱斯（奥迪、宾利）mini cooper（兰博尼、布加迪）3)form competition→company sees the competitors as all the companies that supply the same services 大众→transportation→motor bike BMW produces motor bike本田、雅马哈、川崎摩托车4)generic Competition→company sees the competitors as all the companies that compete for the same customers＇dollars大众→people→same sun of money 10万（car/house/travel）CH2 Winning Markets: Market-Oriented Strategic planning1.market-oriented strategic planningachieve profits and growth➢objectives→start from the Head office to each division➢resources→money, human resources, capital., raw material.(skilled workers, basic labor)Relations, technology resources, place resources➢skills→Special methods will be used or applied to achieve or realize the objectives➢opportunity→policy（reform and opening up, e-car, government Support, diplomatic relationship）Japanese cars→USA（economical）oil crisisbusiness unit业务单位2.objectivesCorporate and division strategic planningbusiness unit planningthe marketing processproject level planningthe marketing plan3.Strategic-Planning, Implementation and Control ProcessPlanning Implementation Control4.Define the corporate mission→What shoud be done for the company*values: culture of company*competitive Scopes:a)industry Scope→industry or range of the industry in which the company operate美的→家电领城（白色）索尼→电子产品奥克斯空调→车b)products and application scope→the product that company will supply富士康OEM provides services for big companyc)Competence scope竞争力→know the range of technology and other core competence董明珠→空调、电池NEC→TV、laptopapple→iOS, Chips, designingd)market Segment Scope→the type of market or the customersthe company will serve→group of the customers sharing same similaritybased on education, income, age…phones→income，age，sexe)vertical scope 垂直范围→the company have the number of channellevels from raw materials to final products and distnbution→Start with one Company and end in another companyDesigning, manufacturing, resembling, distributingonly cover one industry that they have advantage in apple: design, marketing, never produce raw material, never resemble productsf)geographical scope→range of regions and countries in which the company will operaterestaurant→local5.Establishing Strategic Business Units（SBU）建立战略义务单位*three characteristics of SBU①It’s the Single business, which is separated from the rest of the companyBMW -lots of sections, but it has different business unitsSBU- motorbike②It has it’s own Competitorsmotorbikes of BMW VS雅哈…→摩托③It has its own manager who is responsible for strategic planningand profit, performance管宝马摩托的经理与管宝马汽车的经理是平级的*Sign分配how to sign the resources?to the business unitsin order tohead office must evaluate the performance, profit, potential of the business unit.(重点)The Boston consulting Group＇s Growth Share Matrix矩阵Question Mark➢high market growth rate and low market share➢most business units Start from question mark➢need a lot of money, investment, resources to develop its market shareexpand the production→buy more machines, raw materials, hire more employees, build more factories➢result: not sure they have to think hard whether to continue to pour their money into this or not●Stars(不一定赚钱，甚至还需要继续投资) most shining ones 最需要钱→are the leaders of high market growth rate and high market share→Star was question mark oncealways show great performance in both growth market&market share*Where star makes money？Star不定赚钱公司要继续砸钱以保持优越Star doesn’t necessarily make a profit, the company still need to continuously pour the cash （money）to reserve the high growth rate＆market share●Cash Cow最赚钱impossible to develop quickly→is the former star of slow growth rate and the largest market share→produce a lot of cash for the company*why？1)the largest market share2)higher profit rate利润率→pays the company’s bills Income heavily rely on cash cowit supports＂other business units●Dogs不赚钱，甚到还会亏→are business units with weak market share→in low growth market maybe from cash Cow or question marks→make low profits or even lossSpecific Strategies for each sale (不是一一对比，一个sale可用1-2个strategy）（a）build the object of build strategy is to increase the market share even giving up short-term earning if that purpose of achieving.it is necessary→always need large investmentappropriate for question Marks/ Stars until it becomes star饿了么滴滴、支付宝红包、微信摇一摇→billions dollars for marketing（b）hold to preserve market shareSuitable for strong cash cow→mate sure it can continuouslyAchieve positive cash flow foreign language training young students’ study（c）harvest increase the short-term cash flow regardless of the long-term effect, make sure to make money within a short period of time→don’t care about the futuremaximize the use of the final profitwithdraw the business and get money back quickly reduce the cost input成本下降利润上升→cast flow reboostedSuitable for dog, question mark, weak cash cow马自达内置差一点，价格降一半4）divest剥夺放弃to sell the business because the resources can be better used elsewhere sell stars, question marks to Small company诸基亚手机大公司垃圾是小公司的宝贝Product Life Grade Theory （three stages）（USA→always new products）1) new product Stagenew product will only be produced and sold in the United States because of lag:A. imitation lag 模仿滞后（it takes time for another country to make similar product, long time to copy or imitate train employees）B. demand lag 需求滞后（they have no idea about the product. It takes time to develop a market and create demand）2)maturing stageexport this new product to other developed countries （similar market Condition→income, interest, habit）make the same product in Eu and Japan, sell them to the local market→production cost, transportation cost, better local servicelocalization export↓try to buy the same product from other developed countries→economic choice, manufacture advantages3)standardized stageeven the developing countries can make the same product, have quality control, more manufacture to developing countriesgive up manufacture and buy products*How does the USA reserve its advantage in export? Innovation.CH3 Analyzing Consumer Markets and Buying Behavior**Buying Behavior: Study how individuals and groups, organizationsSelect, buy, we, and dispose of goods, services, ideas or experiences tosatisfy their needs and desires. 1. Simple Response Model （external 外部）↓ ↓sales promotion: discount internal decision advertising based on personalities reference group age, gender government）①Economic ： policy →exchange rateRevaluation of RMB →buy abroadDevaluation of RMB →buy domestic products 贸战②IT →buy online（不针对某品）③political: 萨德，中韩关系break of the relationship④Cultural: culture -related productsHollywood movies, KFC, MCCultural Factors1. Culture is the most foundamental determination of the people’s behavior.When a child grow up in the USA, he/she is exposed to these cultural values: freedom, achievement and success individualism ……（1）freedom ： independence （leave family earlier than in China ）right(do sth. freely ） （2）achievement and success: how much contribution you can make to the society（3）individualism: emphasize on individual characters and seek more individual benefits or rights（4）efficiency and practicability: 效率和实践性trying is encouraged深圳速度→efficiency（5）material comfort物质享受（6）humanitarianism人道主义2. Subculture→each culture consists of smaller subcultures that provide morespecific identification and socialization for their membersnationality国籍racial groups种族geographical region地理位置在美中国人→餐饮、IT黑人→taxi driver白人→businessdo similar things3.Social class→are relatively homogeneous and divisionalthey are hierarchically or deal and their members share similar valves, interests and behavior, show distinct products and brand preference→income, education and occupationPeople in the USA are divided into 7 cases.1)Top class: “upper upper”less than 1％of USA’s population→Social elites who live on inherited wealth, they give large sums to charity and maintain more than one home. They send their children to top Schools.This small group serves as a reference group for others.标杆make contribution to the country表率作用how much you donate this year2)“lower lower＂:more than 7% of the population→people on welfare, visible poverty, Usually out of work and some of them are uninterested in finding a permanent work. most depend on the charity, social aid for income→jobless people, don’t like to workbeg restaurant for basic food, sleep in the park3)lower upperPeople coming up from the middle class who have earned high income or wealth through professions (professional sills→lawyers, dentists, scientists, engineers）or business, they tend to be active in Social and civic affairs.They buy status symbol products （top brands）and hope to be accepted in the “upper upper”about 2% very rich or powerful in politics施瓦辛格→加州州长4）”middle class”: about 32%, average pay, white and blue collar workersthey often buy -popular products （普通商品not very expensive）to keep up with the trend. they believe in spending more money on experiences for their children and aiming them towards college educationWorking class4. personal influence①age and family life Cycle Stage②lifestyle③occupation→economic circumstance④personality& self-concept5. Maslow＇s Hierarchy of NeedsSelf-actualization（setf-development and realization）→top class already achieve recognition Esteem needs（self-esteem,recognition）→receive more respect,recognition(donate,buy, luxuries) Social needs（Sense of belonging, love）→学生不买车买衣服书Reflect social status, buy things belong to the group Safety needs（security-protection）→qualityPsychological needs（food, water, shelter）→quantityCH4 Marketing Channels1. What is marketing channels？→refers to the middle man or intermediaries who are involved in the process of moving the products to the buyers and customers.2. two groups of channels1) merchants→deeply involved in buying and selling. They have to buy the products first and then resell. They have the title(ownership) of goods. They make money by price difference.e.g.: distributor 经销商Whole seller批发商retailer零售商exporter →distributor wholesaler →retailer →Individual customers（生产商）middlemanprice increases a lot2) agents→they do not need to buy the products first, they just help the exporter Search for customers and negotiate with the customers on behalf of the manufacturer.Conclude the deal/ transaction达成交易make money by commission(佣金) given by exporterpercent of the total valuese.g.: broker经纪人→use client’s money find business opportunitymanufacturer’s representativessales agent代理商Q: What kind of the product need relatively longer/ shorter channels?Consuming products 消费品→个人longerindustrial products工业品→公司shorter价格敏感、时间宝费→reduce channels3. advantages of marketing channels1）saving exporter’s money and time→if they want to sell products by themselves, they need to establish large Sales department, hire people which need money2) increasing the sales→sell through channels can achieve more sales because they are professionals. local channels know more about the market3) transferring more attention to manufacturer’s main business→manufact→Save all resources on manufact which they are good at and have advantage, same input different output4) improving the service→the channels can provide better service （presell and aftersell）near the customers and know well宝马→4s店→修车4.jobs and functions of agents1) gather information about the potential and current customers2) develop communication to stimulate the purchasing3) reach an agreement on price and other terms, help manufacturer and buyer conclude a dealcontract, delivery, payment, Insurance4) place orders(下订单)with manufacturer5) finance inventory at different levels 库存管理6）provide service of storage and transportation7) provide for buyer’s payment and bills8) oversee监管the extra transfer of ownership from one organization to another5. Commission for agents*On what kind of circumstance the percentage is big/small？Large, long- term order低many competitors →make Compromisesmall, Short-term order高△del credere→payment6. main considerations for agent selection1) make sure the potential agents are respectable businessmen(good business reputation)2）make sure the potential agents have their own resources to access the customers and government3) make sure the potential agents have well-developed facilities to achieve the goals.经营场所premise，location，places of the business→close to customers（office, well decoration, good transportation）good image vehicle5)make sure the potential agents have a long-term interest in handling exporter’s productswilling to sell the product for a long time very risky, expensive (find, confirm) to frequently change agents potential→affect the image7. different kinds of merchants in the market1) distributor direct buyers on manufacturer, given special rights→top level in channel system excusive selling nighty独家经销商≠专卖店in the specific area, this distributor can controlthe sales, other people have to buy from the distributorfirst and then resell2) consignment distributor委托经销商not necessary for consignment distributor to arrange the payment immediately for the goods they bought, pay after successfully selling them lower risk, arrange payment partially(→more troubles for exporters: more paperwork, but higher profits3) import house进口商行Complete transaction 交易not regular buyer，only buy the products when receiving an order help the customer to purchase4) state-buying organizationstate-owned corporationlarge buying quantitygiven special nights and licensescontrol the exporting and importing in specific areasbuy products through these corporation5)wholesaler批发商large buyer, buy products directly from the exporter if there is no distributorlarge quantity and sell to retailer零售商hope to become distributor6) retailer零售商much bigger than any wholesalere.g. Supermarket Chain store沃尔玛buy from wholesaler or directly from the exporterlarge quantity→have more influence on the manufacturerProducts with their own brand→leave the manufacture to other manufacturers·for small manufacturer·sales will increase, less favorable brand image·for big manufacturer, top brand higher price, sales can’t be guaranteed ·increase the sales volume(销售量)·can’t simply reduce the price which would lower the imageCH5 Marketing Communication→”P”romotion1. marketing communication mix→combination of the major skills and techniques for communicating with the customers.①promotional sub mix: short-term marketing objective→increase the sales within a short period of time→manufacturer has to provide specific information about the products and brands to the customers，provide stimulates and incentives to push the buyer to make a decision to buy the product immediatelyAd.discount, off, gifts coupons P.O.P.= point of purchase(place) given directly at the P.O.P(打折，show, try)可以立马买到②Public relation sub mix :→make more people like your company/ brand·focus on long-term marketing objectives·establish favorable brand image or reputation in the market·provide information about the company history, story of the leader - background ·noncommercial media：news, report, documentary→don’t have to payIntel→computer chips CPUAMD→second largest Computer chips manufacture through news (provide scholarship and position for graduates in Suzhou University)(merge with ATI)2. Consideration for marketing communication selection1) product characteristic→different products need different communicationsconsuming products: heavy advertisements, sales promotionindustrial products: personal selling2) marketing objectives→long/short term3) marketing environment→location, culture, political policy, law4) targeted audience→find customers who have the same interest hit the customers who are likely to be persuaded, and final communication is the budget and whether it is acceptable3. Specific techniques and media can be used for the marketing communication1) personal Selling:most efficient way→persuade the buyerhigh success rate but low efficiency 效率低limited coverageface-to-face talking：①give detailed information②Customers achieve more attention③get feedback and response which can be handled immediately*useful for large buyer& expensive products2) special trade presslike magazines, with limited readers, people work in specific industry, more likely to be persuaded and interested in companies introduced in the special trade presse.g.纺织品出版物3）direct advertising（sales literature and direct mail）有联系Sales literature：pointed materials （e.g. pricelist. Brochure. catalogue）it will be given directly to the customersprovide detailed information readers will catch information at their Conveniencehow to? through personal selling, trade fairs, direct maildirect mail: samples （used for confirming the quality of the product）(buyer’s sample -ask manufacturer to produce similar product)gifts （improve the relations with customers）mass media pros: large coverage variety of choicescons: expensivee.g. radio: popular, used when other media are not availablespoken language with music backgroundnewspaper: economic choice, limited coverage, select geographically（local restaurant→local newspaper）relatively detailedInformation, word description and picturesBillboard: improve brand familiarity 品牌熟悉度by repeating many timesmagazine: high-quality photos, more impressive, focus customers with common interest, football magazines( football fans players)。
国际营销复习资料,英文
1.A market is defined as a group of people who have the authority, purchasing power, and willingness to buy.2.Marketing A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others ①essence：The essence of the marketing concept is consumer satisfaction.②The three distinct elements that comprise the marketing concept are:1) satisfaction of consumer needs; 2) coordination of all activities in support of marketing, and 3) achievement of organizational objectives through customer satisfaction.3.Marketing environment：The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers.①The company’s microenvironment：The forces close to the company that affect its ability to serve its customers —The Company;Suppliers;Marketing Intermediaries ;Customers; Competitors; Publics②The company’s macroenvironment：The larger societal forces that affect the whole microenvironment—Demographic Environment ；Economic Environment ；Natural Environment；Technological Environment；Political Environment；Cultural Environment4.Economic environment: Factors that affect consumer buying power and spending patterns ①Changes in income ②Changing consumer spending patterns5.Cultural environment: Institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors.6.Engel’s laws regarding how people shift their spending across food, housing, transportation, health care, and other goods and services categories as family income rises.7.Environmental management perspective:A management perspective in which the firm takes aggressive actions to affect the publics and forces in its marketing environment rather than simply watching and reacting to it.8.The Marketing Information Systems：People, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers①Assessing Information Needs②Developing Information③Distributing Information9.Developing information：①Internal records information：Information gathered from sources within the company to evaluate marketing performance and detect marketing problems and opportunities.②Marketing intelligence：Everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans.③Marketing research：Information used to identify and define marketing opportunities and problems; to generate, refine, and evaluate marketing actions; to monitor marketing performance; and to improve understanding of the marketing process④Information analysis10.Questionnaire design：①identify the information requirement ②problem definition---overcoming the SRC ③choose unit of analysis ④examine data availability ⑤assess value of research ⑥research design ⑦analyzing data⑧presenting the findings11.Other Marketing Research Considerations：①Marketing Research in Small Business and Nonprofit Organizations②International Marketing Research③Public Policy and Ethics in Marketing Research12 ①Market: The set of all actual and potential buyers of a product or service.②Micromarketing:A form of target marketing in which companies tailor their marketing programs to the needs and wants of narrowly defined geographic, demographic, psychographic, or behavioral segments.③Mass marketing④Product-variety marketing⑤Target marketing13.Market segmentation: represents an effort to identify and categorize groups of customers and countries according to common characteristics14.Market targeting: The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.15.Market positioning: Formulating competitive positioning for a product and creating a detailed marketing mix.16.The bases for segmenting consumer ①Geographic segmentation：Dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods.②Demographic segmentation：Dividing the market into groups based on demographic variables such as age, sex, family size, family life cycle, income③Psychographic segmentation Dividing a market into different groups based on social class, lifestyle, or personality characteristics.④Behavioral segmentation：Dividing a market into groups based on consumer knowledge, attitude, use, or responses to a product.⑤Targeting multiple segments17.Segmenting business market:①Programmed buyers②Relationship buyers③Transaction buyers④Bargain hunters18.Inter market segmentation：Forming segments of consumers who have similar needs and buying behavior even though they are located in different countries.19.Target Market: A set of buyers sharing common needs or characteristics that the company decides to serve.20.Undifferentiated marketing: A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer.21.Differentiated marketing: A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each.22.Concentrated marketing: A market-coverage strategy in which a firm goes after a large share of one or a few submarkets27.Product position:The way that the product is defined by consumers on important attributes-the place that the product occupies in consumers’ minds relative to competing products.22.Positioning for competitive advantage：Competitive advantage: An advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits that justify higher prices.①Positioning Strategies ②Choosing and Implementing a Positioning Strategy23.Choosing implementing a position strategy：①Identifying possible competitive advantages:1)Product differentiation2)Services differentiation3)Personnel differentiation4)Image differentiation ②Selecting the right competitive advantages:important distinctive superior communicable preemptive affordable profitable ③Communicating and delivering the chosen position24.Product:Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.25.①Brand: A name, term, sign, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.②Brand name: That part of a brand that can be vocalized-the . Examples are Avon, Chevrolet, Disneyland, American Express, and UCLA.③Trademark: A brand or part of a brand that is given legal protection-it protects the seller’s exclusive rights to use the brand name or brand mark.④Copyright: The exclusive legal right to reproduce, publish, and sell the matter and form ofa literary, musical, or artistic work.26.Product attributes：①Product quality:The ability of a product to perform its functions; it includes the product’s overall durability, reliability, precision, ease of operation and repair, and other valued attributes.②Product features③Product design27.Packaging：is the activities of designing and producing the container or wrapper for a product.28.Price: The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service.29Advertising: defined as any sponsored,paid message that is communicated in a nonpersonal way.①Setting objectives②Setting the advertising budget③Advertising strategy④Advertising evaluation⑤Organizing for advertising⑥International advertising decisions30.Advertising strategy：①Creating the advertising message②Selecting advertising media31.Advertising agency:A marketing service organization that assists other companies in the planning, creation, and implementation of their advertising programs.32.Sales promotion: Short-term incentives to encourage purchase or sales of a product or service.①Rapid Growth of Sales Promotion②Setting Sales-Promotion Objectives③Selecting Sales-Promotion Tools④Developing the Sales-Promotion Program33Discount: A straight reduction in price on purchases during a stated period of time.34.Allowance: Promotional money paid by manufacturers to retailers who agree to feature the manufacturer’s products in some way.。
国际营销英文版 18
国际营销英文版 18IntroductionInternational marketing is the process of promoting and selling products or services in other countries, outside of the company’s domestic market. It requires a deep understanding of the global business environment, cultural differences, and effective marketing strategies to succeed. In this document, we will discuss various aspects of international marketing.Understanding the Global Business EnvironmentTo be successful in international marketing, it is crucial to have a good understanding of the global business environment. This includes understanding the political, economic, legal, and cultural aspects of the countries in which you plan to operate.Political FactorsPolitical factors, such as government regulations and policies, can greatly impact international marketing efforts. For example, trade agreements and tariffs can affect the cost of importing or exporting goods. It is important to stay up-to-date on the political situation in target markets to anticipate potential risks and opportunities.Economic FactorsEconomic factors, such as exchange rates, inflation rates, and GDP growth, also play a significant role in international marketing. These factors can impact the purchasing power ofconsumers and the affordability of products or services. Conducting thorough market research and understanding economic trends is important for successful international marketing campaigns.Legal FactorsLegal factors, such as intellectual property laws, product regulations, and labor laws, vary across countries. It is crucial to understand and comply with local laws and regulations to avoid legal issues that may hamper international marketing efforts.Cultural FactorsCultural factors are perhaps the most important aspect of international marketing. Cultural differences across countries can significantly impact consumer preferences, behavior, and buying habits. Adapting marketing strategies to these cultural nuances is vital for success. This includes considering language differences, customs, traditions, and even holidays and festivals.Developing an International Marketing StrategyDeveloping an effective international marketing strategy involves careful planning and consideration of various factors.Market SegmentationMarket segmentation is the process of dividing a target market into smaller, more specific segments based on similar characteristics or needs. Effective market segmentation allowsmarketers to create tailored marketing strategies that resonate with different customer groups. This approach is especially important in international marketing, considering the diverse mix of cultures, languages, and preferences.Product AdaptationAdapting products or services to suit the needs and preferences of international markets is crucial for success. This may include making modifications to packaging, branding, features, or even creating entirely new products. Conducting market research and understanding customer preferences and expectations is essential for effective product adaptation.Pricing StrategiesPricing strategies need to consider factors such as local market conditions, competition, and local purchasing power. For example, pricing a product the same way in multiple countries may not be effective if the local market can’t afford it. Developing flexible pricing strategies that are tailored to each market is essential for success in international marketing.Promotional StrategiesPromotional strategies in international marketing may differ from those used in domestic markets. It is important to consider cultural differences, local advertising regulations, and the effectiveness of various promotional channels. For example, social media advertising may be more effective in some countries, while traditional print media may still dominate in others.Distribution ChannelsChoosing the right distribution channels is crucial for international marketing success. Factors such as transportation infrastructure, customs regulations, and buyer preferences should be considered when deciding on distribution methods. This may involve partnering with local distributors or setting up direct sales operations in target markets.ConclusionInternational marketing requires a deep understanding of the global business environment, cultural differences, and effective marketing strategies. By considering political, economic, legal, and cultural factors, developing tailored strategies, and adapting products and services to suit international markets, companies can achieve success in their international marketing efforts. It is important to continually monitor and adapt marketing strategies based on market trends and changes in the global business environment to stay competitive in the international arena.Note: This document was written in Markdown format.。
国际营销(简答题)
1. What is performance quality? What is market-perceived quality? Which one is essential for international marketer? Explain.(1) Performance quality is the level at which the products primary characteristics operate; it is concerned with how the service is delivered.(2) Market-perceived quality is consumer’s opinion of a product compared to those of the competitors; customer value is market perceived quality adjusted for the relative price of the product.(3) Market-perceived quality is essential.Because:…2. What is product mix? What are product mix length, width and depth? Describe, with example, the product line and product consistency.(1)Product mix is the complete assortment of the products that a company offers to its target international consumers.(2)Product length: the total number of brands in the productProduct width: the total number of product lines the company offersProduct depth: the number of different offerings for a product category(3)Product line is a number of related brands in the same product category. Product consistency refers to the extent to which the different product lines are related, use the same distribution channels, and have the same final consumers.The example:…3. What is value-based pricing strategy? Briefly descript the differences between value-based pricing and cost-based pricing.(1)Value-based pricing means setting price based on buyers’perceptions of value rather than on the seller’s cost.(2)Cost-based pricing: Product→Cost→Price→Value→CustomersValue-based pricing: Customers→Value→Price→Cost→Product4. What are main objectives of a persuasive advertising? Give an example to explain the difference between “reminder advertising” and “persuasive advertising”.(老师说这会有选择题，且，PDF上也没有具体的解释，所以，大题的概率为0。
国际营销英语考试题
1. In PLC，( )is a period of slowdown in sales growth because the product has achieved acceptance by most potential buyers. At this stage, competition increases as rival firms fight for a bigger share of the market. Profits levels off or decline because of increased marketing outlays to defend the product against competition.Introduction B. Growth C. Maturity D. Decline2.In BCG Matrix, the business with high market share and low market growth was called ( )Stars B. Cash cows C. Problem children D. Dogs3.A manufacturer of air conditioner guarantees that they will repair the air conditioner for free within a year from the consumer buying it. This belongs to ( )A. Core productB. Real productC. Enhanced productD. Not sure4. Which one of the following is not the content of socio-cultural environment? ( )A. ReligionB. BeliefC. LanguageD. Income5.The “4Ps” theory of marketing mix is devel oped by ( )A. Philip KotlerB. Jerome McCarthyC. Robert LauterbornD. DonE. Schuhz6.Lucy’s friend bought a digital camera, which is of interest to Lucy. So Lucy decides to buy one. Which stage is Lucy in? ( )A. Need recognitionB. Information searchC. Evaluation alternativesD. Purchase decision7. ( )is the pricing strategy of setting a relatively high price for a new, innovative, or much improved product or service at first, then lowers the price over time.A. Market skimmingB. Market penetrationC. TenderingD. Contribution pricing8. A well-developed model of buyer behavior is ( ). The essence of the model is that it suggests consumers will respond in particular ways to different stimuli after they have “processed” those stimuli in their minds.A. stimulus-response modelB. black-box modelC. both A and BD. neither A or B9. When backed by purchasing power, wants become ( )A. social needsB. physical needsC. self-esteem needsD. demandsⅡ. Answer the questions.What are the contents involved in Macro-environment and Micro-environment?What are the types of competitors?What are the three levels of a product?How does the Boston Box classify products?What are the stages of PLC? What are the characteristics of every stage?What are the characteristics of market penetration pricing and market skimming pricing respectively?7. What is the simplest distribution channel?8. What is the buyer decision process for general products?9. How is the post-purchase behavior important for a company?10.What are the factors affecting consumer behavior?11.How are the reference groups classified?12.What are the Maslow’s hierarchy of needs?13.To describe the four types of buying behavior with a figure.Quiz21.生产消费品中的便利品的企业通常采取（）渠道策略。
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 company's goods 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 one's own cultural values, experiences,and knowledge as a 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 marketer’s task is the same whether appliedin Dime Box,Texas,or Dar es Salaam,Tanzania.”Discuss. 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 business’s goal is same in different place,which is to make profit by promoting,pricing,and distributing 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 business 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 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 aproduct 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。
国际市场营销英语
国际市场营销英语International marketing is a crucial aspect of business, as it involves the sale and promotion of goods and servicesin foreign countries. Companies engage in international marketing to expand their customer base, increase profits, and tap into new markets. However, it is not an easy task, as companies need to navigate through different cultures, languages, and regulations.One important factor in international marketing is market segmentation. Companies need to understand the cultural, economic, and social differences among various countries and tailor their marketing strategies accordingly. For example, what works in one country might not work in another, so it is crucial to conduct thorough market research and target the right audience with the right message.Another key aspect of international marketing is branding. Companies need to develop a strong and consistent brand image that resonates with consumers across different countries.This requires careful consideration of cultural differences and preferences, as well as the adaptation of branding and marketing materials to suit each target market.Moreover, pricing and distribution are critical components of international marketing. Companies need to consider factors such as exchange rates, import/export duties, and local pricing strategies when setting prices for their products. Additionally, they need to develop efficient distribution channels to ensure that their products reach consumers in a timely and cost-effective manner.In the digital age, online marketing has become increasingly important in international marketing. Companies can leverage social media, search engine optimization, and online advertising to reach global audiences and engage withpotential customers in different countries. However, they need to be mindful of cultural nuances and language barriers when crafting online marketing campaigns.In conclusion, international marketing is a complex and challenging endeavor, but it offers great opportunities for companies to expand their business and reach new customers around the world. By understanding and adapting to the unique characteristics of each target market, companies can develop successful international marketing strategies and achieve sustainable growth in the global marketplace.。
国际营销英文作文
国际营销英文作文International marketing is all about reaching out to customers in different countries and cultures. It's about understanding their needs and preferences, and tailoring your products or services to meet those needs.In today's globalized world, it's crucial for businesses to have a strong international marketing strategy. This means understanding the cultural nuances of different markets, and adapting your marketing efforts accordingly.One of the key challenges in international marketing is language. It's important to ensure that your marketing materials are accurately translated and culturally sensitive. A simple mistranslation can lead to a major marketing blunder.Another important aspect of international marketing is understanding the local laws and regulations. Differentcountries have different rules when it comes to advertising, promotions, and sales. It's crucial to be aware of these regulations to avoid any legal issues.In addition to language and legal considerations, international marketing also requires a deep understandingof the local customs and traditions. What works in one country may not work in another, so it's important totailor your marketing efforts to each specific market.In conclusion, international marketing is a complex and challenging endeavor, but it's also incredibly rewarding.By understanding the cultural, linguistic, and legal nuances of different markets, businesses can successfully reach out to customers around the world.。
国际市场营销 英文版 试题
(一)一、选择题（每空1分，共20分）1. The powers exercised by a state in relation to other countries and the supreme powers exercised over its own members is called:A) government policy.B) control.C) sovereignty.D) domestication.E) none of the above.2 The ideal political climate for a multinational firm is one where there is a __________________ government.A) democraticB) socialistC) dictatorialD) stable, friendly governmentE) bribable and corrupt3 An awakening of a nation's people to pride in their country is best called:A) democracy.B) socialism.C) fascism.D) nationalism.E) localism.4 The most severe political risk is one of ____________ where a company's assets are seized without payment.A) confiscationB) expropriationC) domesticationD) liquidationE) destruction5 During a recent dictatorship in Chile, a United Fruit plant was ____________; however, the owners were paid about twenty five percent of the plant's value as compensation.A) confiscatedB) expropriatedC) domesticatedD) liquidatedE) none of the above6 Over time Brazil was able to take over and control most foreign coffee plantations. In each case, the government acquired the properties by decrees, increased involvement of Brazilian managers, and Brazilian take over of stock and options. Which of the following terms best describes the above situation?A) confiscationB) expropriationC) domesticationD) liquidationE) destruction7 All of the following are considered to be economic risks of doing abroad EXCEPT:A) exchange controls.B) local-content laws.C) import restrictions.D) tax controls.E) all of the above.8 NAFTA requires 62 percent of parts and chassis of any cars coming from member countries be NAFTA-originated (in other words, there are limits on foreign cars and parts). This process is a reflection of which of the following economic risks of doing business abroad?A) exchange controlsB) local-content lawsC) import restrictionsD) tax controlsE) price controls9 Which of the following products are NOT subject to price controls?A) pharmaceuticalsB) foodC) gasolineD) carsE) all of the above are subject to price controls10 When the United States boycotted trade with Cuba, this was called a(n):A) technological sanction.B) business sanction.C) social sanction.D) political sanction.E) none of the above11 When groups of people protested the WTO at a recent round of WTO meetings in Seattle, these ____________ served notice that actions of the WTO and IMF would get increasing attention from those that are seeking a redistribution of wealth in the world.A) PSAs (political and social activists)B) communistsC) socialistsD) peaceniksE) consumers12 _____________ is an attempt to forecast political instability to help management identify and evaluate political events and their potential on current and future international business decisions.A) Poly measurementB) Political risk assessmentC) Vulnerability modelingD) Sensitivity modelingE) Performance assessment13 Relations between governments and MNCs are generally positive if the investment does any ofthe following EXCEPT:A) provides for more direct control of a local market (thus stability) by the MNC.B) creates jobs.C) makes tax contributions.D) transfers capital, technology, or skills.E) improves the balance of payments by increasing exports.14 Which of the following is a strategy that can be used by a MNC to minimize vulnerability and risk?A) expropriationB) boycottsC) joint venturesD) political payoffsE) C and D15 All of the following are considered strategies that can be used by MNCs to reduce or minimize vulnerability and risk in the international arena EXCEPT:A) planned domestication.B) licensing.C) expanding the investment base.D) political payoffs.E) all of the above.16 . All of the following are arguments that favor protectionism EXCEPT:A) increase of business size.B) maintenance of employment and reduction of unemployment.C) conservation of natural resources.D) national defense.E) all of the above are correct arguments for protectionism.17 Which of the following regions of the world uses the greatest percentage of total energy according to the World Energy Consumption charts shown in the text?A) North AmericaB) Developing AsiaC) Eastern EuropeD) Industrialized AsiaE) South America18 By 2050, ___________ will be the most populace world region.A) AsiaB) AfricaC) EuropeD) North AmericaE) Latin America19 All of the following are primary reasons for migration from rural to urban areas EXCEPT:A) desire for greater access to government protection and ability to speak out on issues.B) desire for greater access to sources of education.C) desire for greater access to sources of health care.D) desire for greater access to sources of improved job opportunities.E) none of the above is correct answers to the question.20 In order to keep a country's population from falling, social scientists indicate that a nation needs a fertility rate of ______ children per woman.A) 1B) 1.5C) 2.1D) 2.8E) 3.5二、填空题（每空1分，共10分）1. Culture is a set of and shared by members of a society, which when acted upon by the members, produce that falls within a range of variation the members consider proper and acceptable.2. If a country sells more to other countries than it buys from them, the situation is called a favorable .3. Within the balance-of-payments statement, the _____ ______ account is a record of all exports and imports of gold, increases or decreases in , and increases or decreases in to foreign central banks.4. Instead of selling directly to , some companies use intermediaries that assume all ownership risks. Such intermediaries are known as a5. Culture is a set of and shared by members of a society, which when acted upon by the members, produce that falls within a range of variation the members consider proper and acceptable.三、使用英语解释下列名词（每小题5分，共20分）1 营业推广2 需要3 品牌4 选择经销四、根据掌握的国际市场营销知识，用汉语或英语回答以下问题（每小题5分，共20分）1 简述国际营销文化环境的构成要素。
国际营销英文
Contents1. The potential of China’s grape wine market2. The grape wine culture3. The advantage of Italian grape wine4. The measures we will take5. The conclusionsABSTRACTItalian wine is about to enter the Chinese market. This article will analyze the situation of Chinese grape wine market in recent years, as well as China's economy, politics, laws, grape wine culture, and the advantages of Italian grape wine compared to other brands of wine, so that we can take a series of measures to make Chinese consumers accept and like our grape wine.Key Words:It alian grape wine, culture, marketingReport1. The potential of China’s grape wine marketNo one has more passion for grape wine than the Italians throughout the history and Italians themselves are full of passion for life such as love, art, culture, football, family and so on. Of course, the grape wine is also an important part in everyday life. Italian businessmen think China is a paradise because China is richer and richer, and Chinese people have some knowledge of grape wine. Now, Italian wine is going to enter the Chinese market. Although China is large, the grape wine market in China is not large. Ninety percent of the grape wine is from China like the Great Wall and Dynasty, and only the remaining ten percent is from France, Australia and other countries.Overall China's market is potential even though it is small. After China entering WTO the import tariffs of grape wine dropped which leads to that more and more imported brands are flocking and the competition is intensified. China’s government has promulgated all kinds of laws and regulations to manage winemaking techniques of grape wine, which reflects emphasis on the development of grape wine, and there will a substantial increase in the product quality and competitiveness of Chinese grape wine market in the future. It’s hard to survive for the wineof low quality and the superior are against international competition directly. The products compliance with international standards will gradually become mainstreams in the market.The incomes and consumer spending of Chinese consumers rise in recent years，and the purchasing power in the products of middle and top grades has increased relatively, and the grape wine is the product of this type. Therefore, market opportunities and potential of grape wine can be expected.Foreign-invested enterprises, foreign businessmen and tourists are pouring in China in the past five years, and these overseas like drinking grape wine in their countries. Domestic enterprise managers have a lot of chances shuttling shopping malls and social occasions at home and abroad, so they gradually developed consumption habits of drinking grape wine.2. The grape wine cultureWe should recognize that China's grape wine market, consumers’ awareness of grape wine and consumption behaviors are still at a relatively immature stage despite the unprecedented prosperity of the grape wine market.The production of grape wine materials is seasonal and it’s les s convenient than the raw materials for wine in procuration andpreservation. So, brewing technique of grape wine has not spread in large area. In addition, many people hold the view that the grape wine is exotic, not an original part of Chinese culture so that Chinese consumption of wine is also not universal. As a result, to gain a firm foothold in the Chinese market we need to vigorously promote the grape wine culture with Chinese style, especially the grape wine’s drinking culture. For example, western people are inclined to eat red meat with red wine and white meat with white wine, but in a Chinese dinner it’s very rich in taste. It’s clear that western grape wine catering is not consistent with Chinese actual situation. With regard to the problem how to cater when Chinese drink grape wine, the best answer is varying with persons and time on the basis of knowing contraindications. At the same time, we also need to continuously strengthen the education on domestic consumption and deepen the target consume r groups’ knowledge and understanding of grape wine culture with Chin a’s characteristics.When we mentioned the grape wine culture, we always refer to that how Egyptians grew grapes to make wine thousands of years ago and how plentiful French grape wine culture is. But in fact, China has a longer and more glorious wine culture including the grape wine culture, which contains knowledge, spiritual, entities and a series of heritage. Chinese diet way involves a family, social and personal relationships, cultural tastes, and so on. They can establish, communicate, and have adeal through a dinner to deal with all kinds of social relations. People’s interests, wealth, status, positions, and incredibly important face can be seen among the cup drinking, and this is where they are completely different from the Western culture, and it is also where we have to focus our attention when we are developing Chinese grape wine culture. Hosted by a bottle of wine, not just liquid drinks containing alcohol, there are also intangible culture. Any grape wine product spreads and expands in Chinese market; it will contain the spread and dissemination of grape wine culture.3. The advantage of Italian grape wineIn our investigation we have found that in the market there are many fake French wine, which sells expensive with low quality and not good contents ,and actually the cheap French wine is not bottled in France. So far there have not a lot of Italian wine in China, so a certain market still exists, and the prospects are promising. But as a matter of fact, the most famous wine to Chinese is not French wine but Italian wine. Now Chinese people are not familiar with Italian wine because we have given little publicity in China.Italian wine has high quality but sells not expensive. We need to spend about twenty euro buying a bottle of good French grape wine because French wine owns its brand. But Italian wine need not be soexpensive, and we can only pay about one hundred Y uan to have a drink of good Italian wine, but if you want to buy Australian and French wine at such price, it will not be delicious.The consumption of grape wine is universal in South China. But there are too many grape wine companies in Beijing, Shanghai, Guangzhou, and the competitiveness of the market is very intense, especially the market of Beijing and Shanghai, so we have little interest in these two markets. However, we will probably establish companies in Guangzhou, since we have many customers in Guangzhou, but also have established a certain market, such as in Shenzhen, Huizhou and Qingyuan. In Xi’an, Chongqing and Chengdu the competitive atmosphere is relatively good, and the customers don’t know more on grape wine, and more importantly, they are interested in Italian grape wine.4. The measures we will takeBasically, to produce the grape wine in accordance with international standards is very difficult. The advanced equipment and production technology are also key elements in addition to good grape species, so it is more difficult for the imported brands to get market shares in China. Except for brand, product quality it will be the key to the success in the market to establish good supply chain technologies and systems suitable for local operation.From the present situation, main factors affecting the market are tastes, brands, packages and price. Practically, grape wine is something to drink in Italy every day, just like Chinese tea, American coke. In Italy there are more than one thousand species of grapes, among which about three hundreds can be used for brewing grape wine. In Italy the grape wine varies with regions and the tastes are different because the climate is different in each province. First of all, we will organize a large-scale activity for a small one will make consumers think that Italian wine is very general. Secondly, we must make more popular wine which provides different price and tastes. The company will organize fifteen to sixteen persons to have a travel to Italy, and visit Italian wineries to know more about Italian grape wine culture.To sum up, we need to get Chinese consumers to accept the exotic charm of the grape wine with the background of the grape wine culture, the origin of strong sense of taste , and a unique brewing process for appealing ,making it noble consumption and a status symbol.We will take measures as follows:We are going to advertise with its elegant and noble feeling and mellow taste as the main content, supported by the grape wine culture through television, newspapers and other media, making it an advantage brand which is worth the consumers’ trust.In price positioning, the price of middle-grade and top-gradeproducts can keep pace with the original price in the market, and lower the price of the low-grade products appropriately to develop a larger consumer market, especially the general public market. We can reduce costs through the smaller bottle and slightly simplified package.As to the way of marketing, we have to ensure its quality on the origin of the products. For larger agents we can take the general agency through signing with the wineries and set up grape wine shops in large urban centers to contact with clients of the company directly, forming integration effect of chains.For small operators, consumers can taste the grape wine on spot directly and watch the simplified brewing process. In the holidays we promote grape wine to the ordinary consumers by price concessions and other means. For example, wedding grape wine has a better market in Xiamen. According to the introduction of the wholesalers in Xiamen, there still exists a huge amount of space in the wedding market, and the wedding is one of the grape wine segment markets.Regarding to the service after sales and the development of new products, we are supposed to pay much attention to the market trends in time, feedback the market information, learn about which tastes are best for consumers , develop products fit for different tastes according to different characteristics such as age, gender, district, and package products with wine culture so that we can form high-grade serviceattitude from the top managers of enterprise to the general staff and return to the consumers with the service of high quality.In addition, our brands should construct the channel of terminal brand store relying on our brand image. A brand store is like a business card, always communicating its brand, product information, and faces the consumers directly, which reduces collisions and docking from the competitors’ brands.5. The conclusionsIn conclusion, when we are doing marketing jobs, we should also take the strategy combining product sales with knowledge marketing, taking product sales as main purpose and promote product sales with knowledge marketing, by which we are to build strong strategic marketing relationship with the consumers, and make customers become loyal consumers of Italian grape wine.Marketing needs to respect consumption concept, culture and other dimensions of the local market. Otherwise, we would lose the market's favor. Therefore, we must have a complete understanding of consumer culture, consumption concept of the regional markets before entering Chinese markets, and provide professional and personalized service so that we could acquire the acceptance and loyalty of the consumers.。
国际营销期末复习ShortAnswer
国际营销期末复习ShortAnswerShort Answer:1. Describe three types of ownership in foreign direct investing?A corporation’s ownership choice can range from 100 percent ownership to a minority interest. Full ownership is to have 100 percent ownership. However, a major concern is the fairness of profit repatriation. Another type of ownership is joint venture, which is a collaboration of two or more organizations for more than a transitory period. The partners share assets, risks, and profits, though equality of partners is not necessary. Lastly is strategic alliance. This is an arrangement between two or more companies with a common business objective. The great advantage of strategic alliances is their ongoing flexibility, since they can be formed, adjusted, and dissolved rapidly in response to changing conditions.2. What is the difference between proactive and reactive motivators that spur a company to go international?Proactive motivations represent stimuli to attempt strategic change. Reactive motivations influence firms that respond to environmental shifts by changing their activities overtime. In other words proactive firms go international because they want to while reactive ones go international because they have to.3. Is any product ever the same everywhere it is sold?Products are not the same everywhere they are sold. Even if the physical product is the same the differences in customer perceptions change the positioning of the product as a complete cluster of value perceptions. Differences in perception occur as a result of cultural factors such as the impact of colors of thepackaging and country-of-origin effects and differences in promotion advertising and distribution. The availability of service and warranties also make products different.4. Explain how counterfeiting has become a problem in foreign markets..Counterfeiting problems occur in three ways and depending on the origin of the product and where they are marketed require different courses of action. Enforcement has been problematic because of the lack of adequate personnel and the increasingly high-tech character of the products. The theft of intellectual property is a critical problem for many industries and countries accelerating with the pace of market globalization. Governments have long argued about intellectual property protection but the lack of results in some parts of the world has forced companies themselves to take action on this front.5. Briefly named 4 elements of Products1. Core product- Product or service in its simplest generic state other tangible and augmented features may be added to distinguish a core product or service from its competitors.2. Tangible product- Brand name Packaging Aesthetics Quality3. Intangible product- Country-of-Origin positioning4. Augmented product- Elements added to a core product or service that serve to distinguish it from competing products of services. Such as installation after sale service warranty delivery and credit.6. Who is harmed and who is helped by dumping ?Before the issue of dumping can be discussed it has to be defined. Dumping refers to the selling of goods overseas at a price lower than in the exporter’s home market or at a pricebelow the cost of production, or both. The concept is quite often narrowly understood to mean only predatory dumping in which the intent by one party is to injure, and in the long term, to eliminate domestic competition.According to domestic producers who petition the U.S. government to impose antidumping duties, the exporters benefit from dumping by increased sales and market share and the domestic producers suffer from it because of the "unfair" competition. As a result, the United States imposed higher tariffs on organizations found guilty of dumping and distributed the proceeds to affected U.S. competitors. This action of the U.S. was condemned by the World Trade Organization on the grounds that it violated international trade rules as it allowed U.S. companies to benefit twice from anti-dumping rules.On the other hand, some have argued that it is actually the domestic industry that benefits from dumping. Increased competition from dumping force domestic producers to become more efficient and price competitive. Cheap imports increase competition and it is usually in the national interest to increase competition. For example, the unlikely scenario that OPEC would start "dumping" crude oil in the U.S. market would adversely affect the domestic petroleum industry but would benefit the local consumers.Dumping results in lower prices and the economic principle of comparative advantage where every country should specialize in what it produces best. Thus, as the argument goes, dumping is beneficial to the firm engaged in the practice and serves the national interest of the country where the good is dumped at the same time. One can of course not ignore the harmful effects upon the domestic industry in terms of decreased employmentand lower profits for the domestic industry.7. How to minimize the risk of being accused of dumping?The marketer can focus on value-added products (产品附加值) and increase differentiation(增加差异化)by including services in the product offering.8. Some exporters report that they value above all the broad exposure afforded through exhibiting at a trade show, regardless of whether they are able to sell directly at the event. Comment on this philosophy.Marketers participate in trade shows for several reasons, including broad exposure, generating new sales leads, generating goodwill, improving contact with government officials and decision makers, obtaining evaluative data on the effectiveness of a promotional campaign, opportunity to promote and demonstrate new products, cultivation of customer and distributor contacts and the ability to reach a large number of prospective customers. Participation in trade shows is a sales promotion tool and the goal of sales promotion is to increase sales by stimulating market response, if not at the show, at least in the future.Future sales may be achieved through broad exposure at show. If exporters value the broad exposure afforded through exhibiting at a trade shows, they must value it because they believe the exposure will result in a purchase behavior. Unless the firm takes advantage of these factors to increase sales in the future, the costs of participating in trade shows may be unwarranted.The simple statement of "nobody may notice you're there, but everyone will notice if you are notthere" may indeed hold true.9. Please describe the Channel Configuration of Consumer Products and Industrial Products respectively.In general, companies use one or more of the following distribution system of Consumer Products:1)Producer – retailer - consumer2)Producer – wholesaler – retailer – consumer3)Producer – agent – retailer – consumer4)Producer – agent – wholesaler – retailer – consumerIn general, companies use one or more of the following distribution system of Industrial Products:1)Producer – agent – industrial user2)Producer – industrial distributor – industrial user3)Producer – agent – industrial distributor – industrial user。
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© 2010 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different
from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
chapter1
What are the recent trends in world trade? Will expansion of world trade in the future follow these trends?
Global Linkages:
Global linkages bind countries, institutions, and individuals more closely than ever. World trade opens up entirely new business horizons （界限，范围）.
Domestic Policy Repercussions(影响):
Exchange rates have begun to determine the level of trade.
The global market imposes increasingly tight limits on national economic regulation and sovereignty(国家主权）.
Chapter2
1. List and briefly describe the five elements of success that are required for an international marketer to take advantage of and thrive in developing markets.
Research - learn about the needs, aspirations, and habits of targeted populations.
Creating Buying Power - allowing consumers with no collateral to borrow money. Tailoring Local Solutions - combine advanced technology with local insights.
Improving Access - by providing access, it could lead to a thriving business.
Shaping Aspirations - ideally suited products to match consumer demand.
2.From the international marketer's point of view, what are the opportunities and problems caused by increased urbanization in developing countries?
Wu
Chapter4:
1.List and briefly describe the elements of culture.
a) Language
b) Nonverbal Language
c) Religion
d) Values and Attitudes
e) Manners and Customs
f) Material Elements
g) Aesthetics
h) Education
i) Social Institutions
j) Sources of Cultural Knowledge
2.List and briefly describe the dimensions of culture used in Cultural Analysis
a) Individualism-“I ” consciousness versus “we ” consciousness;
b) Power distance- level of equality in a society;
c) Uncertainty avoidance- need for formal rules and regulations
d) Masculinity- attitudes toward achievement, roles of men and women.。