营销学期末重点复习题 (1)

1.Explain Words

stakeholders

mixed system

ow-context cultures

Code /civil law

(product) compatibility

direct perception

positioning

market access

high-touch product

penetration pricing

franchising operation

market communication

direct marketing

II．Answer Questions

1.Identify and briefly describe some of the forces that have resulted in increased global

integration. (Chapter 1)

2.Are income and standard of living the same thing? What is meant by the term “standard of

living”? （P39）(Chapter 2)

3.How to deal with people with high/low-context cultures in communication and negotiation?

(P73)

4.What is a sovereign state considered? And what functions does it have? (P92)

5.What is diffusion theory? What are the three concepts in the theory? (P160)

6.State the purpose of a marketing information system (MIS). (P166)

7.What is global market segmentation? (Chapter 7)

8.Besides exporting, what are the other options for a company to go international?（P239）

9.What factors should global marketers consider when making product design decisions?

(P342)

10.Under what circumstances is market skimming strategy used? (P364)

11.In which ways can channel intermediaries create utility for buyers? (P405)

12. In what ways can global brands and global advertising campaigns benefit a company?

(P409-411 Students:You should simply summarize the main contents by your attentive reading. )

13. What are the purposes of sponsorship? (P437)

1