国际市场营销英语
国际市场营销4consumerbehavior
Maslow’s Hierarchy
of
Needs5
Selfactualization
(self-development and realization)
4 Esteem needs
(self-esteem, recognition)
1) Family: Family members can strongly influence buyer behaviour.
2) Reference group: direct (face to face) or indirect point of comparison or reference in forming a person’s attitudes.
The person’s position
People -----products -------their status in society
Ⅲ. Influences on Consumer Behavior
Personal characteristics
Personal Influences
Case: Home party and office party
Marykay
Marykay: Host a small beauty show
friend or neighbours
free make-up lessons beauty plan
3) Role and status: A person belongs to many groups– family, clubs, organisations.
Motivation
国际市场营销英语课后判断题
二、判断题Chapter one1. A marketing exchange cannot take place unless each party in the exchange has something that the other party values. T2.The owners of the Plane Rubber and Tire Company are pleased with their low unit costs and high production volumes. Salespeople are unnecessary because buyers are always waiting for new tires to come off the assembly line. Plane currently has a production orientation. T3.The president of Hoppity Flea Collars docs not find it necessary to conduct much marketing research because the telephone selling campaign has been such a successful marketing strategy. Hoppity has a marketing orientation. F4.Having a sales orientation is the same as having a market orientation since both have the ultimate goal of satisfying customer needs. F5.You are about to start manufacturing and selling ferret food. You have met with your board of directors and you all discussed the benefits and sacrifices regarding the purchase of your food. Knowing the ratio of benefits to sacrifices allows you to specify how much customer value you will achieve. F6.The marketing mix variables are product. place, promotion, and price. T7.Conceptually, international marketing differs from domestic marketing only by virtue of the fact that the marketer must operate in more than one nation. TChapter three1. Soft currencies can readily be exchanged for other currencies. while hard currencies are not so easily exchanged.F2. Foreign licensing grants foreign marketers the right to use a domestic company's trademark, patent, or process ina specified geographic area. T3. A multinational corporation is a firm that has entered the international marketplace by exporting its products to aforeign market. F4. Though the first multinational corporations were US based, today it is as likely for a multinational to be Japanese,German, or British as to be American. T5. If it is believed that tastes are sufficiently homogeneous in different parts of the world to allow a standardmarketing strategy everywhere, then a global marketing strategy is appropriate. T6. Use of a straight extension marketing strategy usually results in economies of scale in production and marketing.T7. In a countertrade, goods and services from one country are exchanged for goods and services from anotherinstead of for cash. T8. Some marketing exchanges are still characterized by transaction-based marketing, such as residential realestate sales. T9. Traditionally, manufacturers have focused their energies on making products and then promoting those productsto customers in hopes of selling enough of those products to cover costs and earn a profit. T10. Often, the desirability of partnering in the business market is based upon the fact that each firm brings to thepartnership something that the other needs but cannot provide. TChapter four1. US firms operating in the international marketplace are clearly affected by a legal environment including US laws,international laws, and laws of the host country. T2. Government regulations that tax or otherwise set limits on the number of goods and services by foreignproducers are known as trade barriers. F3. A free trade area extends a customs union by seeking to reconcile all government regulations affecting trade.F4. Trade officials are in full agreement as to the direction the WTO should follow in pursuing its major policyinitiatives. F5. Foreign licensing can build revenues without the capital outlay required for establishment of manufacturingfacilities in a foreign country. T6. The trend toward increased foreign ownership of assets in the United States will probably decline because of theincreased hostility toward and government regulation of foreign- owned businesses operating in the United States. F7. Income left over after an individual pays taxes and purchases the basic necessities of food, clothing and shelter iscalled disposable income. F8. A comprehensive spending pattern shows the percentages of annual family expenditures allotted to generalclasses of goods and services. T9. Import tariffs are the means by which a government controls the in-flow of foreign goods across its borders.T10. Although WTO is a global institutional proponent of free trade, it is not without critics. TChapter five1. Culture is learned behavior passed on from generation to generation, but it is not difficult for the inexperienced oruntrained outsider to fathom. F2. Equality, disadvantaged members of society, safety and health, education and general welfare, pollution aresocial responsibility issues related to community relations. F3. All marketing employees are responsible for setting the ethical tone for the entire marketing organization. F4. Green marketing refers to the development, pricing, promotion and distribution of products that do not harm theenvironment. T5. Water pollution, air pollution, land pollution, safety and health are social responsibility issues related to theenvironment, or green marketing. F6. The vital, critical skill of the global marketer is perception, or the ability to see what is so in a culture. T7. Gestures, carriage, proximity of speakers, eye contact, and smiling all play key roles in a culture's use oflanguage. T8. Every country and culture has a history that will greatly affect both the market and the marketer. T9. Being enthusiastic about a product and having a personal attachment to it are two similar things. F10. Although the hospitality and tourism industries are slightly affected by religious holidays, marketers withproducts related to those industries need to be highly sensitive to this issue. FChapter six1.Early marketing research was fairly sophisticated because statistical techniques were sufficiently refined toproduce high levels of accuracy in research findings. F2.In the event that a new competitor were to enter a market in which you were involved. one question marketingresearch might help answer for you would be “ What must w e do to differentiate our company from our competitor?”T3. A hypothesis is a statement about the relationship among variables that carries clear implications for testing therelationship. It sets the stage for more in-depth research by clarifying what researchers need to test. T4.Trade associations represent an excellent source of private data for particular industries. T5.Sampling is the process of selecting survey respondents or other research participants. Trmation related to global markets is not readily available to American firms seeking to enter foreign markets.The Department of Commerce has only recently begun to collect data to assist firms in this area. F7.Telephone interviews are a suitable method of collecting primary marketing research data all over the worldbecause the telephone is now the universal appliance found in every home. F8.An MIS is a planned, computer-based system designed to provide managers with a continual flow of informationrelevant to specific decision areas. T9.An MIS gathers data only from inside the organization and processes it to product relevant marketing information.Fputers have automated the buying process at large retailers, opening new channels for gathering marketinginformation. TChapter seven1. The target market for a product is the specific segment of consumers most likely to purchase a particular product.T2. The division of the total market into smaller, relatively homogeneous groups is called market selectivity. F3. The number and size of the market segments chosen by a firm must not exceed its marketing capabilities.T4. Marketers must identity segments sufficiently small enough to capture in their entirely and effectively promote toas an exclusive source of some needed product. F5. Marketers are often able to identify totally homogeneous markets segments；there are seldom majordifferences among the members of a target market group. F6. The information, analysis, and forecasts accumulated through the entire market segmentation decision processallow management to assess the potential for achieving company goals and to justify committing resources to develop one or more segments. T7. Using differentiated marketing, Culture's Edge can market a wide range of trips exploring ethnic, cultural, andlifestyle-based issues that together appeal to the majority of vacation travelers, yet sell them in such a way as to appeal to individual parts of that market. T8. Colorado River White Water Raft Tours may take your breath away, but they don't take American Express! Thisrepresents an attempt by Visa Card to position itself with to one of its competitors. T9. The firm's segmentation strategy may change as its product progresses through the stages of the life cycle.During the early stages, undifferentiated marketing might effectively support the firm's attempt to develop initial demand for the product. T10. Marketers can create a competitive positioning map from information solicited from competitors or from publicdatabases that track consumer attitudes, opinions, and interests. FChapter eight1. The principal disadvantage of licensing is that it can be a very limited form of participation. T2. Exporting is the most traditional and well-established form of operating internationally. T3. Licensing, joint ventures and importing are points and tools for global market entry and expansion. F4. Large-scale direct expansion may be less expensive and a major commitment of managerial time and energy isunnecessary. F5. Management contracting includes the sharing of risk and the ability to combine different value chain strengths.F6. One of the advantages of joint venture is better control of sales activities compared with other forms ofparticipation in foreign markets. F7. Licensing is an alternative entry and expansion strategy with considerable appeal. T8. Direct exporting lakes place through sales by foreign distributors, sales agents, and overseas subsidiaries. T9. As export merchants, they are essentially acting as domestic wholesalers operating in foreign markets throughtheir own sales agents or salesforce. T10. International trading companies tend to be large-scale manufacturers and merchants and they are involved inwholesale and retail distribution. TChapter nine1. The final step in the marketing control process is to compare actual performance and standards. F2. In a period of recovery, the best marketing strategy for Electrolux would he characterized by flexibility. F3. In the beer industry, a few large brewers supply the majority of the market. The brewing industry is an example ofthe competitive structure ： Monopolistic Competition. F4. Post Office Parcel Services firms would most likely have a monopoly for its competitive environment. F5. Essex Office Products has decided to use a particular competitive tool that it feels will have a major impact. Itsconsultant, Dr. Bell, contends that this particular approach is the one most easily copied by the firm's competitors.The tool in question is： market segmentation. F6. A small hardware store whose only competitor is a huge discount store would be least likely to use thecompetitive tool distribution. F7. Customer value analysis refers to analysis conducted to determine what benefits target customers value and howthey rate the relative value of various competitors’ offers. T8. Some basic competitive positioning strategies that companies can follow are：overall cost leadership,differentiation, and focus. T9. While trying to expand total market size, the leading firm must constantly protect its current business againstcompetitors’ attacks. T10. Competitor-centered company is a company whose moves are mainly based on competitors’actions andreactions; it spends most of its lime Cracking compelilors1 moves and market shares and trying to find strategies to counter them. TChapter ten1. Ford Motor Company’s marketing strategy in Europe reflects a company that saw Europe as distinctlyfragmented into narrow markets within their specific nation states. F2. The United States can be considered as a good example for regional economic integration. T3. Regional economic integration is the political and economic agreement among countries that give preference tomember countries to that agreement. T4. Global strategic partnerships will become less important in the Asia-Pacific regions. F5. The WTO allows a departure from its policy to grant the same favorable trade conditions to all WTO members inthe case of regional trade agreements ( RTAs ). T6. The goal of a free-trade area ( FTA ) is to abolish work permits among its members. F7. Collaborative agreements can be used to refer to linkages between companies to pursue a common goal. T8. Custom unions levy a common external tariff on goods being imported from nonmembers. T9. Changes in the political, economic, socio-cultural, and technological environments are leading to new strategiesin global competition. T10. Trade creation allows consumers access to more goods at lower prices and is considered a major benefit ofregional economic integration. TChapter eleven1. A company's research and development process is the only way for them to develop new products. F2. The step-by-step new product development process explained in the text has been used by so many companiesover so many years that it is almost failure-proof today. F3. The first full-scale working product from a concept is called a “prototype. “T4. When a product has been in the maturity stage of the product life cycle for a period of time, marketing managershave pretty well lost any control of the product to the competitive vagaries that characterize that stage. F 5. Brand equity is the added value a given brand name gives to a product beyond the functional benefits provided.F6. The marketing objective for a product in the introduction stage of the product life cycle (PLC ) is to promoteconsumer awareness and gain trial. T7. The goal of VCR manufacturers’advertisement is to maintain brand loyalty and market share; the productcategory is in the introduction stage of its product life cycle. F8. Products that are used directly in the production of a final product but are not easily identifiable are categorized ascomponent parts. T9. Machines and tools used in a production process but not as part of final products are classified as componentparts. F10. Routinely purchased items that do not become part of the final physical product and are treated like expenseitems rather than capital goods are classified as supplies and services. F11. A desirable feature for a brand name is it can be used as the general name for all products in the category.FChapter twelve1. Pricing and price competition is the number-one problem facing most marketing executives. T2. External environmental factors have the greatest effect on pricing decisions. F3. “ Forward buying” means that w holesalers stock up on far more merchandise than they can sell duringmanufacturers’ price promotions, and then resell to customers at higher prices after the promotion is over. T4. A firm’s total cost is made up of two components: direct costs and variable costs. F5. “Optional product pricing” is adding services to the base product to differentiate it from competitors and justifyhigher prices and margins. F6. The fact that prices are usually higher ( often substantially higher ) in foreign markets is called price escalation.T7. The Robinson-Patman Act seeks to prevent unfair price discrimination by ensuring that all members at a givenlevel in the channel of distribution are offered the same terms by the seller. TChapter thirteen1. A wholesaler is a marketing intermediary that takes title to the goods it sells and then distributes those goods toretailers, other distributors, and sometimes consumers. T2. A generalization that is usually true of marketing channel length is： The more standardized the product. theshorter the channel. F3. When Coca-Cola and Nestle formed a joint venture to market ready-to-drink coffee and tea worldwide, theyformed a horizontal marketing system. T4. The use of two or more marketing channels to reach the same target market is referred to as dual channeling.F5. Forcing a dealer to take the full line of products in order to get a strong brand is illegal. F6. Once a firm has defined its channel objectives, it should identify its channel alternatives, i. e. the types andnumber of intermediaries and the functions that each intermediary should perform. T7. Third party logistics basically means that firms outsource logistical tasks to independent providers who may adoptone or all of the functions required to get clients’products to market. T8. A direct-marketing channel consists of a manufacturer selling directly to the final customer. T9. Intensive is the type of distribution where there is the use of more than a few but less than all of the intermediarieswho are willing to carry a particular product. F10. When retailers develop private brands to compete with producers’ brands, the type of marketing channel conflictis vertical. TChapter fourteen1. A company's integrated marketing communications mix also goes by the name of promotional mix. T2. Contests, free samples, and coupons are examples of personal selling. F3. Non-personal communication channels carry messages without personal contact or feedback. T4. ACD Corporation sells technical products and its customers are concentrated in a small geographic area. Thecompany will use advertising the most. F5. Companies that use the affordable method base their promotion budget on a certain percentage of current orforecasted sales and / or a percentage of the sales price. F6. Mast larger companies combine push and pull strategies to move their products from the manufacturer to the finalconsumer. T7. When Gin Toy advertises a toy on Saturday-morning television and tells children to ask for the product at theirfavorite toy store, it is implementing a pull strategy in its promotion mix. T8. While the promotion mix is the company's primary communication process, the entire marketing mix must becoordinated for the greatest communication impact. T9. If a push policy is employed in promoting a product, the firm promotes only to the next institution down themarketing channel. T10. A television commercial demonstrating the versatility of the Mercedes sports utility vehicle would best beclassified as product advertising. T11. The main disadvantage with the percentage-of-sales method of setting advertising budgets is that it reversescause and effect. T12. An evaluation of media impact will help determine the media types to be used. T13. Marketers have found much success using standardized ads in their global advertising. FChapter sixteen1. The Matrix organizational structure uses teams whose members report to two or more managers. T2. Small and medium-sized firms most commonly use matrix organizational structure. F3. The process of creating an organization’s structure is called organizing. T4. A marketing control process provides feedback on how well a marketing strategy is working in the marketplace.T5. With regard to “marketing organization”, firms that focus their attention on developing a coordinated marketingmix for each brand are examples of matrix organizations. F6. The hard task of selecting an overall company strategy for long-run survival and growth is called marketingcontrol. F7. The marketing audit is a comprehensive, periodic examination of a company's environment, objectives,strategies, and activities to determine problem areas and opportunities. T8. A marketing audit is a control device used primarily by large corporations to study past performance. F9. Gabble’s Granola has set up a committee to formally study its current status and capabilities and its futureexpectations. Gabble's Granola is conducting a marketing audit. F10. A marketing audit should evaluate a company's whole marketing program on a regular basis. T11. A planning manager from corporate headquarters finds that his eastern region has no effective method ofallocating resources or evaluating goals and performance of the marketing organization. He suggests that the region should prepare a marketing audit. T12. A marketing audit should be conducted by the person who is most familiar with each of the firm's marketing plans.F13. A marketing audit should help determine if the company's marketing objectives are reasonable. TChapter seventeen1. E-marketing is a generic term used to describe all marketing channels facilitated by the Web. T2. One reason so many companies and government agencies are interested in the development of extensiveelectronic commerce is because of its potential to shift or eliminate costs. T3. Electronic commerce has become collaborative commerce. T4. China still takes the lead of the e-commerce both in technology and practices. F5. In the 1990s, the Chinese government enacted *'golden bridge”, "gold card" and "golden gate” projects topromote e-commerce. F6. Traditional marketing, from a communications standpoint, is primarily a one-way medium. TChapter eighteen1. Direct marketing involves one-way connections aimed at consumers. F2. Direct marketing is convenient, easy, and private. T3. Direct marketing is poor in building customer relationships. F4. Internet marketing has the advantage of reducing costs. T5. Direct marketing sales have grown at about 4% annually. F6. A customer mailing list and a customer database are the same. F7. Companies use their databases to identify prospects. T8. Telemarketing is the major direct marketing communication tool. T9. Direct mail marketing involves only selling catalogs to customers. F10. Three new forms of direct mail are fax, e-mail, and voice mail. T。
市场营销专业英语
市场营销专业英语Marketing Management营销管理New Products Development新产品开发 Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为 Systems of Management Information管理信息系统Marketing Research营销调研accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略 positioning定位 additions to existing product lines 现有产品线的增加administered vertical marketing systems 管理式垂直营销系统market segmentation市场细分 sales promotion销售促进 advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数 advertising message 广告信息 advertising source 广告信息来源 agent middleman 代理商 allowance 折让 alteration 退换 American Marketing Association 美国营销协会 annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness （产品）知晓度/知名度baby boomers 婴儿潮出生的一代人 backward channels for recycling 回收的后向渠道 backward integration 后向垂直一体化 banner advertisements 横幅标语广告 bar codes 条形码 barter 实物交易 basic physical needs 基本生理需要 BCG Grow-Share Matrix 波士顿增长-份额矩阵 1before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司 behavioural analysis 行为分析 behaviouralhierarchies 行为层级 benchmarking 基准 benefit clusters 利益群体 benefits 利益 Benz 奔驰 billing 帐单 birth rate 出生率 blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试 blue collars 蓝领 bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度 brand mark 品牌标志 brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略 brand 品牌 branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析 break-even volume 盈亏平衡产量 breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性 bribery 贿赂 British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局 busines strength rating 商业能力评分 business plan 商业计划 business position 经营地位 business sector 商业部门business services markets 商业服务市场business strategies 经营战略 business unit strategy 经营单位战略buyback allowances 回购折让 2buyback arrangements 产品返销 buyers' bargaining power 买方的讨价还价能力 buyers 采购者 buying behavior 购买行为 buying center 采购中心 buying inertia 购买惯性 buying intention 购买意图 buying offices 连锁商店的进货中心 buying power indes (BPI)购买力指数 buying situation 采购情况/类型 buying task 采购任务 capital gains 资本收益 capital invested in product 产品投入资本 Carnival 嘉年华 cash cows 现金牛类 cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者 channel alternatives 可选择的营销渠道 channel conflicts 渠道冲突 channel decisions 渠道决策 channel functions 渠道功能 channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略 channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售 clothing retailers 服装零售商 co-branding 联合品牌 code of ethics （职业）道德标准 coercive power 强制权 cognitive dissonance 认识的不协调 collection of data 数据收集 collection 收款 co-marketing alliances 联合营销联盟 3combination compensation plan 结合式薪酬方案 commitment 承诺 communication channels 传播渠道 communication process 传播过程 communication 信息交流/沟通 communications media 传播媒体 company personnel 公司员工 comparative advertisements 比较广告 comparison of brands 品牌比较 compensation deals 补偿处理 compensation plan 酬金方案 compensation/rewards 酬金/奖励 compensatory 补偿性的 competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场 computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况 conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法 conjunctive model 联合模型 consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道 Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场4consumers' perceptions 消费者感知 consumption 消费 contests 竞赛 contingency planning 权变计划 contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式 contractual vertical marketing systems 合约式垂直营销系统 contribution margin analysis 边际贡献（贡献毛利）分析 contributrion margin 边际贡献 control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性Cool Whip 清凉维普co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决 co-production 合作生产 core benefit proposition (CBP) 核心利益方案/提议 corollary-data method 推定数据法 corporate HQ 公司总部 corporate scope 公司（经营）范围corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告 corrective action 矫正行动 cost analysis 成本分析 cost effectiveness 成本有效性 cost leadership strategy 成本领先战略 cost of capital 资本成本 cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系 cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs ofcompetitors 竞争者成本costs of distribution 分销成本countertrade 对等贸易 coupons 优惠券 courtesy 礼貌 coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围 5credibility 信誉 credit terms 信贷条款 critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析 customer contact 顾客接触 customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价 customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知 customers' preferences 顾客偏好 customers' price sensitivity 顾客的价格敏感度customizing 定制data collection 数据收集 data confidentiality 数据保密 data research 数据研究 data sources 数据来源 dealers 经销商 deceptive advertisements 欺骗性广告 deciders 决策者 declining markets 衰退市场 decoding 解码 defect rate 缺陷率 defender strategy 防御型战略 defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间 delivery 配送 demand characteristics 需求特征demand curve 需求曲线 demand-oriented pricing 需求导向定价法 demographic environment 人口统计环境 6department stores 百货商店dependability 可靠性deregulation 放松管制 derived demand 衍生需求 descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率 determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销 differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度 direct costing profitability analysis 直接成本盈利性分析 direct mail 直接邮寄 direct marketing via advertising media 通过广告媒体的直接营销 direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率 direct selling 直销 discount rate 贴现率 discount stores 折扣商店 discount 折扣 discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整 discriminatory pricing adjustments 歧视定价调整 disjunctive model 分离模型 display space 陈列空间disposable income 可支配收入dissonance-attributionhierarchy 不和谐-归属层次结构 distribution channel designs 分销渠道设计 7distribution channel objectives 分销渠道的目标distribution channel 分销渠道 distribution decisions 分销决策 distribution policies 分销策略distribution 分销distributor/store (private lables) brands 分销商/私有品牌distributors 分销商diversification 多元化 divest 撤退 divest 出让 divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国内目标市场定位的营销战略 dropping products 放弃产品 dry cleaning 干洗 dual/two channel distribution systems 双重分销系统 duplication （媒体）重复DuPont 杜邦公司durability 耐用性early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权 economies of scale 规模经济 education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品 emotional appeals 情感诉求 empathy 移情作用empirical evidence 经验性实例 empowerment 授权 encoding 编码 end use 最终使用 endorsement 赞同 engineering （产品）工程设计 8entrepreneurial strategy 企业家战略 entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素 environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit （公司）伦理审计 ethics of marketing 营销伦理道德 ethnic composition 种族构成 European Community 欧共体evaluation and reward systems 评估与奖励体系 evaluation and selection of supplier 评估和选择供应商 evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助 event 活动 everyday low-price (EDLP) 天天低价 evoked set 引发的组合 evolution of market 市场演变exchange 交换 exclusive dealing 独家销售 exclusive distribution 独家分销 executive summary 执行摘要 exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径 expectation measures （顾客）预期测度 expectations of customers 顾客期望 expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究 export agents 出口代理（商）9export jobbers 出口批发商 export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额 external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法 facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品 fear appeals 恐惧/顾虑诉求 features 特征 Federal Department Stores 联邦百货商店Federal Trade Code （FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递 feedback data 反馈数据 field test marketing 实地市场测试 financing 融资 fisheries 渔业 fit and finish 结实度与外观 fixed costs 固定成本 fixed salary 固定工资 flanker strategy 侧翼进攻战略 flanker/fighting brand 战斗品牌 flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构 FOB origin pricing FOB产地定价法 focus strategy 集中战略 followers 追随者 10Ford 福特公司 foreign middlemen 国外中间商 forestry 林业formalization 形式/规范化formulate 制定fortress/position-defence strategy 防御堡垒战略 Fortune 《财富》杂志 forward integration 向前一体化 franchise systems 特许系统 franchising 特许经营 free call numbers 免费电话号码 free goods 免费商品freight-absorption pricing 免收运费定价法 fringe benefits 小额津贴 frontal attack strategy 正面进攻战略 full costing profitabilityanalysis 全成本盈利性分析 full-service wholesalers 全方位服务的批发商 functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍 functional organizational structure 职能型组织结构 functional performance 功能性能 functional strategy 职能战略 games 比赛 gap 差距gatekeepers 信息传递者 general behavioral descriptors 一般行为变量 General Electric (GE) 通用电气 General Foods Corporation 通用食品 general merchandise discount chains 大众商品折扣连锁店 General Motors 通用汽车 geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布 geographical organization of sales force 按地区组织销售队伍 Gillette 吉列剔须刀 global adjustments 全球调整 11global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场 globalization 全球化 global-market expansion 全球市场扩张 goals 总目标 going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场 gross domestic product (GDP) 国内生产总值 gross margin 毛利 gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理 growing markets 成长市场 growth rate of market 市场增长率 growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略 growth-market strategy 成长性市场战略 growth-market targeting strategy 成长性市场定位战略 guarantee/warranty 保证/担保 guarantees 保证 Gucci 古琦（世界著名时装品牌）Haagen-Dazs 哈根达斯hard technology 硬技术 12Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健 health maintenance organizations (HMOs) （美国）卫生保健组织 heavy buyer 大客户 Heileman Brewing Company Heinz 亨氏食品 helpfulness 有益性 Henkel 汉高Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share globalstrategy 高市场份额全球战略 high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买 hight market share 高市场份额战略 Hilton 希尔顿 Holiday Inns 假日旅馆 homogeneous market 同质市场 Honda 本田 household/family life cycle 家庭生命周期 household 家庭 hybrid technology 混合技术 idea generation 创意的产生/生成 ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价 imitative positioning 模仿定位 imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源 13implementation and control of marketing programs 营销计划的执行和控制 implementation 实施 improvements in or revisions of existing products 现有产品的改良或修正 impulse buying 冲动购买 impulse goods 冲动购买品 incentives 激励 income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析 individual brand 个别品牌 individual value 个人价值 industrial goods & services 工业产品和服务 industrial goods channels 工业品分销渠道 industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵 industry dynamics 产业动态 industry evaluation 产业评估 industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者infocommunications industry 信息通信行业 infomercials 商业信息广告 information age 信息时代 information search 信息搜集information technology 信息技术 information 信息 informative 告知性的 ingredient 成份 in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性 installation 设施 in-store display 店内展示 in-store positioning 店内布局 in-store promotion 店内促销intangibles 无形 14integrated marketing communication plan (IMC) 整合营销传播计划 integration of perception 感知整合 integration 整合 Intel 因特尔intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用 interactive media 交互式媒体 interest rates 利率 internal data sources 内部数据来源internal marketing 内部营销internal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部 international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化 introductory stageof product life cycle 产品生命周期的推出阶段 inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告 jobbers 批发商 Johnson & Johnson 强生joint ventures 合资 jury of executive opinion 行政管理人员群体意见法 just noticeable difference (JND) 恰巧注意到的差异 just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及 key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户laboratory tests 实验室测试 15leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务 legislation 立法 legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 李维·史特劳斯Levi's 列维斯（全球最大的牛仔服制造商） lexicographic model 词典编纂模型 lifestyle 生活方式 limited-service wholesalers 有限服务的批发商 line extension 产品线扩展 line filling 产品线填充line stretching 产品线延伸list price 订价Lloyd's of London 伦敦劳埃德保险公司localizaiton strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟 long-term memory 长期记忆 lostcustomer 失去的顾客Louis Vuitton 路易·威登（法国著名时尚品牌） low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构 macro risks 宏观风险 macroenvironment 宏观环境 macrosegmentation 宏观细分mail-order retailers 邮购零售商 maintaining market share 保持市场份额 maintenance strategy 保持战略 management overhead 管理费 mandatory adaptation 强制性适应 16manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构 manufacturing process 制造过程 manufacturing 制造业market aggregation strategy 整体市场战略 market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵 market circumstances 市场环境 market demorgraphics 市场人口分布/统计特征 market dimension 市场量度 market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略 market factors 市场因素 market followers 市场跟随者 market growth rate 市场增长率market hirarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析 market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额 market targeting 目标市场选择 market 市场 marketability 市场开拓能力 market-entry strategies 市场进入战略 marketing action plan 营销行动计划 17marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制 marketing decision support systems (MDSS) 营销决策支持系统 marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响 marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理 marketing message 营销信息 marketing mix 营销组合 marketing policy 营销策略 marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略 market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略 mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Matsushita 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场 mature stage of product life cycle 产品生命周期的成熟阶段 McDonald's 麦当劳 McDonnell Douglas 麦道公司 MCI电讯公司（前世界通信公司） 18MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务 Medico Containment Services memory of consumers 消费者记忆 Mercedes-Benz 梅赛德斯-奔驰 Mercer Management Consulting 美国美智管理顾问公司 merchandising 推销 merchant middlemen 国内贸易中间商 merchant wholesalers 商业批发商 message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentatioin 微观细分 Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company (3M) 明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购 monosegment positioning 单一细分市场定位 Monsanto 孟山都农业生物技术公司 moral appeals 伦理/道德诉求 morals 道德 Motorola 摩托罗拉 multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售 multinational coporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略 19multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC 日本电子Nescafé 雀巢咖啡Nestlé 雀巢net sales 净销售额network computer (NC) 网络计算机new business selling 新业务销售 new buy 购入新产品 new entrants 新进入者 new markets 新市场 new materials 新材料 New Prod screening model 新普罗德筛选模型 new product lines 新产品线 new products 新产品 new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购 new-to-the-world products 世界性新产品 niche penetration strategy 壁龛/机会市场渗透战略 niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no-brand brand name 无品牌的品牌名称 no-frills product 无虚饰产品noise in communication system 传播系统中的噪音non-financial rewards 非物质性奖励措施 non-probability sampling 非概率抽样non-profit organization 非盈利组织non-store retailing 无店铺零售业 number of stockouts 迟滞数目 20object-and-task method of promotion budgeting 目标-任务促销预算法 objectives and strategy area audit 目标与战略领域的审计 objectives 具体目标 observation 观察法 occupancy costs 房屋占用成本 occupation/position 职业/职位 odd pricing 奇/余数定价法 OEM (original equipment manufacturer) 原始设备制造商 oeverall quality 总体质量 off-invoice discounts 发票之外的折扣 offsets 抵消交易 Omega 欧米加 on-air testing 广播测试 OPEC (Organization of Petroleum Exporting Countries) 欧佩克（石油输出国组织） opening relationships 建立关系 operating supplies 生产供应品operational excellence 运作管理水平opinion leaders 意见领导者opportunity cost 机会成本opportunity identification 机会识别 opportunity/threat matrix 机会/威胁矩阵 order cycle time 订货周期 order processing 订单处理 organisational level 组织层次 organizaitonal requirement planning 组织需求计划 organization area audit 组织领域的审计organization buying center 组织采购中心organizationalcustomer 组织顾客organizational direct selling 组织直销organizational markets 组织市场 organizational purchasing 组织采购 organzational structure 组织结构 outdoor enthusiasts 户外运动爱好者 out-of-home media 户外广告媒体 overall cost leadership 全面成本领先 overheads 日常开支 overseas direct investment 海外直接投资 21ownership of new product 新产品所有权packaging 包装panel of experts 专家小组 parentage 渊源 parties involved 交换中的各方 payment terms 支付条款 pay-off control 支出控制penetration pricing 渗透定价Pepsi-Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of consumers 消费者感知/理解 perceptual (product) pisitioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准 performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能 perishability 非持久性 personal selling 人员推销 personal sources 个人的信息来源 personnel development 人力资源开发 persuasive 说服性的 pharmaceuticals industry医药行业physical (product) positioning 物理（产品）定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞 pioneers 先入者 Pizza Hut 必胜客 place utility 地点效用 22planning and control system area audit 计划与控制系统领域的审计 point of sale information 销售点信息 point-of-purhcase (POP) promotion 采购点促销point-of-sales (POS) data 销售点数据pontificator 保守派 popularity 通用性 population trends 人口趋势 portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用 post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务 potential advantages 潜在优势 potential customer 潜在顾客 potential market 潜在市场potential target market 潜在目标市场 power in distribution 分销权力 power of buyers 购买者能力 power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息 pre-test market research 测试前市场研究 price discrimination 价格歧视 price elasticity of demand 需求的价格弹性 price fixing 价格设定 price leaders价格领导者 price lining 价格排列定价法 price promotion 价格促销 price quotation 报价 price sensitivity 价格敏感度 price structure 价格结构 23price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整 pricing policies 价格策略 pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体 private/for-profit organization 私营/盈利性组织 PRIZM (Potential Rating Index for Zip Markets) 按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略 probability sampling 概率抽样problem formulation 界定问题 problem identificatioin 确定问题process management 过程管理 Procter & Gamble (P&G) 宝洁公司 product line 产品线 product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发 product dimension or attributes 产品维度/属性 product evolution 产品演变 product features 产品特征product intent share 产品倾向份额 product leadership 产品领导能力 product life cycle (PLC) 产品生命周期 product life cycle curve 产品生命周期曲线 product line 产品线 product manager audit 产品经理审计product offering 供应品productorganizaiton of salesforce 按产品组织销售队伍 product policies 产品策略 24product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格 product systems 产品体系 product type 产品类型 product usage 产品用途 product 产品 product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量 product's market characteristics 产品的市场特征 product-use testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响 profitability analysis 盈利性分析 profitability 盈利性/盈利能力 profitable survivor strategy 有利可图的生存者战略 project-company resource compatibility 项目与公司资源的协调性 projected profit-and-loss statement 预计损益表 projective tests 投影测试 promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销 promotional allowance 促销折让 promotional effort 促销努力 promotional pricing 促销定价 promptness 及时性 propector strategy 探索型战略 prospecting for customers 寻找顾客 psychographics 心理统计特征 psychological cost 心理成本 25psychological pricing 心理定价法 public organization 公共组织public relations 公共关系 public utilities 公共设施 publicity 公共宣传 pull strategy for control of distribution channels 分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向 purchasing agent 采购代理 purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power perity (PPP) 购买力平价指数push money/spiffs 佣金push stragtegy for control of distribution channels 分销渠道控制的推式战略 qualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣 question marks 问题类 questioning 询问法 quotas 定额 R & D expenditure 研究开发战略 race and ethnic origin 种族和民族 rack jobbers 供应超级市场的批发商 radio 无线电广播 rank ordering 排序 rate of adoption 采购率rate-of-return/target return pricing 回报率/目标回报定价法rational appeals 理性诉求 rationale 基本原理 raw materials 原材料 reactive and proactive responses 反应及前摄策略 reactive new-product development strategy reactor strategy 反应型战略real estate 房地产 rebates 回扣 recall tests 记忆测试 26receiver 接收者reciprocity 利益互惠recognition ofproblem/need 发现问题/需求recognition tests 认知测试recreation 娱乐业recruitment and selection 招聘与选拔recycling of packaging 包装回收（利用）Reebok 锐步reference group 参照群体 referent power 参照权 refocus 巩固refunds 退款 refusal to deal 拒绝经营 regression analysis 回归分析法 regulation 管制 related/concentric diversification 相关/同心多元化relational VMSs 相关式垂直营销系统relative attractiveness of declining markets 衰退市场的相对吸引力relative market potential 相对市场潜力 relative market share 相对市场份额 reliability 可靠性 repeat purchase behavior 重复购买行为repetition 重复repositionings 重新定位产品requirements planning 需求计划reseller 中间商resident buyers 常驻采购员resource allocation/deployment 资源配置response strategies 反应策略 response to communication 传播响应 responsive strategy 反应型新产品开发战略 responsiveness 响应性 retail coverage strategy 零售范围战略 Retail Index 零售指数retail outlets 零售店retail sales 零售额retailer co-operatives 零售商合作社 27retailer 零售商retailing trends 零售趋势Return on Equity (ROE) 权益回报率Return on Investment (ROI) 投资回报率Return on Net Assets (RONA) 净资产回报率 reverse engineering 反向工程 reward systems 奖励系统 rivalry determinants 竞争。
国际市场营销的定义
国际市场营销判断单选名解简答案例1．国际市场营销的定义International marketing：是指对商品和劳务流入一个及以上国家的消费者或用户手中的过程进行计划、定价、促销和引导以便获取利润的活动。
2．国际市场营销的任务3．国际市场营销成功的一个主要障碍是个人在决策过程中的自我参照标准和与此相关的民族中心主义。
自我参照标准（self-reference criterion,SRC）是指无意识的参照个人的文化价值观、经验和只是，作为决策的依据。
与自我参照标准密切相关的是民族中心主义，即认为自己的公司最清楚应该怎么做事情。
4．历史的主观性5．地理与全球市场：地理是有关地貌、气候、陆地、国家、民族、产业和资源的研究，是每一个营销者都须面对的一种不可控环境因素。
作为地理因素，气候与地形特征是评价一国市场的重要环境因素。
地理特征对营销的影响包括从显而易见的对产品的适应性的影响直至更深层次的对营销系统开发的影响。
6．可持续发展(sustainable development)，即在经济发展的同时，实现“资源的合理利用，利益得以均摊，在经济发展过程中减少对任何环境的危害。
”可持续发展并不只是有关环境、经济或社会的某一方面，而是要取得它们之间的平衡。
7．贸易壁垒：为了鼓励国内产业的发展及保护现有产业，各国政府可能会针对进口商品和外国企业设置种种贸易壁垒，如关税、配额、抵制、货币壁垒、非关税壁垒和市场壁垒等。
这些壁垒的设置可能出于经济的或政治的目的，并得到产业界的支持。
8．文化价值观(cultural values) ，国家之间的文化差异主要表现在四个方面：（1）强调自我的个人主义/集体主义指数（IDV）(2)强调权力的权力距离指数（PDI）（3）强调风险的不确定性回避指数或风险回避指数(UAI)（4）强调自信和成就的男性化/女性化指数（MAS）9．文化知识有两种。
其一是有关某种文化的事实性知识（factualknowledge）,通常显而易见，必须学习。
营销关键词英语词汇
营销关键词市场（Market）市场功能（Market Function）市场营销（Marketing）市场分析（Market Analyze）生产（Production）微观营销（Mirco-marketing）宏观营销（Marco-marketing）经济体制（Economic system）计划经济体制（Planned economics system）市场导向经济体制（Market-directed economics system）营销的一般功能（Universal functions of marketing）购买功能（Buying function）推销功能（Selling function）运输功能（Transporting function）营销的信息功能（Marketing information system）营销伦理（Marketing ethics）体验营销（Experiential Marketing）营销哲学（Marketing philosophy）生产观念（Production concept）产品观念（Product concept）推销观念(Selling concept)营销观念（Marketing concept）社会营销（Social Marketing concept）顾客让渡价值（Customer demisability value）顾客价值（Customer value）市场营销环境（Marketing environment）环境威胁（Environment threaten）市场机会（Marketing opportunity）微观市场营销环境（Micro marketing environment）宏观市场营销环境（Macro marketing environment）市场营销渠道企业（Marketing channel enterprise）竞争环境（Competitive environment）竞争者分析（Competitor analysis）竞争对手（Competitive rivals）竞争障碍（Competitive barriers）国家主义（Nationalism）消费者运动（Cunsumerism）文化和社会环境（Cultural and social environment）消费者市场(Consumer market)消费者需求(Consumer Demand)复杂的购买行为(Complex purchase action)消费者购买动机(Consumer purchase motivation)消费者购买动机(Consumer purchase modality)消费者购买程序(Consumer purchase procedure)生产者购买行为(Producer purchase action)生产资料(Production material)生产者市场需求(Producer market demand)生产资料购买决策(Production material purchase decision)企业和组织市场（Business and organization customer）采购经理（Purchasing managers）多种购买影响（Multiple buying influence）准点交货（Just-in-time delivery）营销调研（maketing research）第一/二手资料（primary/secondary data）定性研究（qualitative research）定量研究（quatitative research）小组访谈（focus group interview）消费者普查（consumer panels）随机抽样（random sampling）科学方法（scientific method）情景分析（situation analysis）研究建议书（research proposal）反馈率（response rate）实验法（experimental method）统计软件包（statistical packages）总体（population）样本（sample）置信区间（confidence intervals）有效性（validity）市场需求(Market demand)潜在市场(potential market)市场需求的多维性(Multidimensional market demand)市场份额(Market share)市场预测(Market forecast)预测模型(Forecast model)统计(statistics)德尔菲法(Delphi method)时间序列法(Time sequence method)回归分析(Regression analysis)信息技术(Information technology)市场预测信息系统（Market forecast information system）市场细分(Market segmentation)目标市场(Target Market)无差异营销战略（Undifferentiated marketing strategy）差异性营销战略(Differentiated marketing strategy)集中性营销战略(centrality marketing strategy)市场定位(Market positioning)竞争优势（Competitive advantage）差异化（Differentiation）S.W.O.T.分析法（S.W.O.T.analysis）市场渗透（Market penetration）市场发展（Market development）产品发展（Product development）多样化（Diversification）一般市场（General market）产品市场（Product-market）市场竞争（Market competition）竞争对手(Opponent)完全垄断（Pure Monopoly）寡头垄断(Oligopoly)垄断竞争(Monopolistic competition)完全竞争(Pure competition)市场领导者(Market Leader)市场挑战者(Market challenger)竞争模式(Competition mode)市场强度(Market intention)市场能力(Market ability)企业竞争策略(Enterprise competition strategy)产品(Product)产品整体概念产品组合(Product combination)产品线(Product line)产品项目(Product project)产品生命周期(Product life circle)市场成长（Market growth）市场成熟（Market maturity）流行（Fashion）时尚（Fad）产品责任（Product liability）产品经理（Product managers）成本导向定价(Cost oriented pricing)需求导向定价(Demand oriented pricing)竞争导向定价(Competition oriented pricing)折扣定价(Discount Pricing)地区定价(Area pricing)声望定价(Reputation pricing)差别定价（differentiated pricing）撇脂定价(Skimming pricing)渗透定价(Penetration pricing)目标利润率目标（Target return objective）利润最大化目标（Profit maximization objective）销售导向目标（Sales-oriented objective）单一价格策略（One-price pricing）弹性价格策略（Flexible-price policy）折扣（Discounts）补贴（Allowances）分销渠道(Distribution channel)分销模式(Distribution mode)批发商(Wholesaler)零售商(Distributor)销售区域(Distribution area)物流管理(Logistics management)实体分配(Physical distribution)垂直营销系统（Vertical marketing system）零售（Retailing）专卖店（Specialty shop）大众商品销售观念（Mass merchandising concepet）特许经营（Franchise operation）客户服务水平（Custmet service level）供应链（Supply chain）存货（Inventory）配送中心（Distribution center）销售队伍(Sales force)销售人员(Salesman)推销技巧(Salesmanship)包装策略(Packaging Strategy)包装设计(Package Design)直接营销(Direct marketing)促销(Promotion)推式策略(Push Strategy)拉式策略(Pull Strategy)人员推销（Personal selling）整合营销传播（Intergrated marketing communications）AIDA模型（Attention,interest,desire,action,model）团队销售（Team selling）销售区域（Sales territory）销售定额（Sales quota）销售介绍（Sales presentation）广告(Advertising)广告媒体(Advertising media)媒体组合(Media combination)广告设计(Advertisement Designing)效果测评(Effect evaluation)产品广告（Product advertising）企业形象广告（Institutional advertising）品牌(Brand)品牌名称(Brand name)品牌标志(Brand symbol)品牌要素(Brand elements)品牌作用(Brand effect)品牌资产(Brand value)品牌策略(Brand strategy)商标（Trademark）品牌熟悉度（Brand familiarity）品牌识别（Brand recognition）品牌偏好（Brand preference）品牌执著（Brand insistence）包装（Packaging）统一产品编码（Universal product code:UPC）公共关系(Public relationships)公众（Public）团体（Organization sodality）媒体（Media）调研活动（Investigation activity）专题活动（Special topic activity）赞助（sponsor）公益事业（Commonweal project）宣传部门（Publicity）新闻界关系（Press relations）游说（Canvassing）内部沟通（Inner communication）市场营销管理(Marketing management)市场营销计划(Marketing planning)市场营销预算(Marketing budget)市场营销组织(Marketing Organization)市场营销控制(Marketing control)市场营销审计(Marketing audit)全面质量管理（Total quality management-TQM）持续改进（Continuous improvement）直方图（Pareto chart）鱼刺图（Fishbone diagram）自主权（Empowerment）优胜基准（Benchmarking）销售分析（Sales analysis）绩效分析（Performance analysis）非营利组织营销(Nonprofit organization marketing)非营利组织市场(Nonprofit organization market)服务市场营销(Service marketing)服务质量(Service quality)服务利润链(Service profit chain)顾客保留(Retention)相关销售(Related sales)顾客满意度(Customer satisfaction)互联网(Internet)电子商务(E-commerce)电子数据交换(Electronic data exchange)网络营销(Cyber-marketing)文化市场营销(Culture marketing)整合营销(Integrated marketing)国际营销(International marketing)。
国际市场营销中英对照词汇
国际市场营销重点中英对照词汇总顾客价值total customer value, TCV顾客让渡价值customer delivered value, CDV顾客满意customer satisfraction预期期望值expectation实际感知效果perceived performance美国顾客满意度指标American Customer Satisfaction Index, ACSI 体系市场营销环境marketing environmentSTP 战略SWOT 分析PEST 分析Michael Porter's Five Forces Model 迈克尔波特的“五力模型”（1. Bargaining power of suppliers; 2. Bargaining power of buyers; 3. Entry of competitor; 4. Threat of substitues; 5. Rivalry Among the Existing Player. ）民族主义nationalism自我参照标准self-reference criterion自我中心主义ethnocentrism国际法international law文化冲突cultural shock文化偏见cultural prejudice基督教Christianity伊斯兰教Islam印度教Hinduism佛教Buddhism北美自由贸易协定NAFTA东南亚国家联盟(东盟）ASEAN亚太经合组织APEC石油输出国组织OPEC国际货币基金组织IMF世界贸易组织WTO国际贸易法规委员会UNCTRAL国际标准化组织ISO英美法系British System大陆法系Civil Law System国民总收入/国民生产总值GNP (Gross National Product)国内总收入GDP (Gross Domestic Product)人均收入per captial income恩格尔系数（E）Engel's cofficient出口进入Exporting (indirect ~; direct ~)合同进入Contractual Agreement投资进入Investment \FDI ( joint venture合资企业, wholly-owned subsidiary独资企业)许可证贸易Licensing特许经营Franchising工程承包Turkey Entry\ operations合同制造Contract Manufacturing管理合同Management Contracting产品生命周期PLC产品项目item产品线product line产品组合product mix (宽度width; 深度depth; 长度length;相关性consistency)波士顿矩阵BCG Matrix\Box (Boston Consulting Group)明星产品Stars金牛产品Cash Cow问题产品Question Marks/Problem Children瘦狗产品DogsGE 分析（美国通用电气组合动态分析法General Electric Company）品牌名称brand name品牌标志brand mark品牌含义（attributes 属性；benefits 利益；value 价值；culture 文化；personality 个性；user 使用者）OBM（Own Brand Manufacturer）制造商自有品牌OB (Dealer Brand) 中间商品牌OEM (Original Equipment Manufacturer) 特许品牌策略/原始设备制造商/原产地委托加工/贴牌生产ODM (Original Design Manufacturer) 原始设计商固定成本fixed cost变动成本variable cost平均成本average cost边际成本marginal cost机会成本opportunity cost总成本total cost边际收入marginal revenue边际利润marginal profit边际效应marginal utility需求价格弹性price elasticity of demand成本加成定价法cost-plus pricing目标利润定价法target profit pricing边际成本定价法marginal-cost pricing需求导向定价法demand-oriented pricing竞争导向定价法competition-oriented pricing统一定价策略Extension Pricing Strategy多元定价策略Adaptation Pricing Strategy协调定价策略Invention Pricing Strategy撇脂定价策略Skimming Pricing Strategy渗透定价策略Penetration Pricing Strategy满意价格策略（折中/温和/君子价格）Satisfaction Pricing Strategy 倾销Dumping平行进口Parallel Import目标转移定价International Transfer Pricing Strategy渠道中间商middleman进口/出口中间商import/export intermediary批发商wholesaler零售商retailer零级/一级/二级/多级渠道zero/one/two/multi-level channel渠道决策“6Cs”: (费用cost; 资金capital; 控制control; 市场区域coverage; 特征character; 连续性continuity)标准化分销渠道standard distribution channel差异化分销渠道adapted distribution channel密集分销intensive distribution选择分销selecitve distribution独家分销exclusive distribution促销组合Promotion Mix (advertising 广告；personal selling 人员推销；sales promotion 营业推广；public relations 公共关系）国际营业推广international sales promotion (针对消费者的销售推广consumer promotion; 针对中间商的营业推广intertrade promotion; 针对销售人员的营业推广salesforce promotion)标准化广告策略Standadization Advertising Strategy差异化广告策略Adaptation Advertising Strategy模式化广告策略Pattern Advertising StrategyPOP 广告Point of Purchasing Advertising社会媒体Social Media内容营销Content Marketing直复营销Direct Marketing ( 直销direct selling；直邮营销Mail Selling; 电话营销Telemarketing; 电视营销Cable Selling; 网络营销Online Marketing)。
第一章国际市场营销双语ppt课件
• 1.2 The Concepts of International Marketing
国际市场营销基本范畴
• 1.3 Related International Economic Organizations
与国际市场营销相关的国 际经济组织
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1.1The Concepts of Marketing
Technological factors
• 社会文化因素 • 科技因素
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Monopolies
legislation
Environmental
protection laws
Taxation policyΒιβλιοθήκη Employment laws
Government policy
Legislation
P
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1.1.2. Marketing philosophy
• a way of organizing and controlling marketing. The whole philosophy of marketing is changing. Previously, marketing involved creating a demand for a specific product or service. That approach is obsolete. Today marketers must interact with the market, determine what products and services are needed, and supply enough information to the market about those products so that the products find their own market.
国际市场营销课后答案internationalmarketingplanessayque
国际市场营销课后答案internationalmarketingplanessayqueinternational marketing planDeveloping a Global Vision through Marketing ResearchEssay Questions100. (p. 216) Give the traditional definition for marketing research.Marketing research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.101. (p. 216) Discuss the differences between traditional marketing research and international marketing research. Although the research processes and methods are basically the same in traditional marketing research and international marketing research, international marketing research involves two additional plications. First, information must be municated across cultural boundaries. Second, the environments within which the research tools are applied are often different in foreign markets.102. (p. 217) International marketers often collect forms of information not normally collected by domestic marketing researchers. Unisys Corporation gives some guidance as to what forms of information need to be collected in theinternational environment. List and briefly discuss each of the five types of information suggested by the UnisysCorporation model.103. (p. 218 and major section titles for the six) List and briefly characterize the six steps in the research process.The steps are: (a) define the research problem and establish research objectives, (b) determine the sources of information to fulfill the research objectives, (c) consider the costs and benefits of the research effort, (d) gather the relevant data from secondary or primary sources, or both, (e) analyze, interpret, and summarize the results, and (f) effectively municate the results to decision makers. Summaries of the steps can be found in the major sections describing each of the six steps.104. (p. 220-223) There are four major problems with using secondary data in international marketing research. What are these four major problems? Briefly, characterize each problem.The four major problems are: (a) availability of data, (b)reliability of data, (c) parability of data, and (d) validating secondary data. For a brief summary see each of the section titles of the four problem areas.105. (p. 223) As a practical matter, the international marketing researcher should ask four questions to effectively judge the reliability (validating secondary data) of secondary data sources. List those four questions.The four questions are: (a) Who collected the data? Would there be any reason for purposely misrepresenting the facts? (b) For what purposes were the data collected? (c) How were the data collected? (methodology) (d) Are the data internally consistent and logical in light of known data sources or market factors?106. (p. 223-225) Demonstrate the difference between quantitative and qualitative research.In quantitative research, usually a large number of respondents are asked to reply either verbally or in writing to structured questions using a specific response format or to select a response from a set of choices. Questions are designed to obtain specific responses regarding aspects of the respondents' behavior, intentions, attitudes, motives, and demographic international marketing plancharacteristics. In qualitative research, if questions are asked they are almost always open-ended or in-depth, and unstructured responses that reflect the person's thoughts and feelings on the subject are sought.107. (p. 229) Discuss the differences between back translation and parallel translation in international marketing research. In back translation the questionnaire is translated from one language to another, and then a second party translates it back into the original. This process pinpoints misinterpretations and misunderstandings before they reach the public. Back translations may not always ensure an accurate translation because of monly used idioms in both languages. Parallel translation is used to e this problem. In this process, more than two translators are used for the back translation; the results are pared, differences discussed, and the most appropriate translation selected.108. (p. 232) It has been suggested that there are at least seven different uses for the Internet in international research.Assume that you are a marketing director for Ty Beanie Babies and are interested in expanding your pany's phenomenal growth into Asia. What are the seven uses suggested in the textand which of the seven would you propose to use to plish your objective?The seven uses are (a) online surveys and buyer panels, (b) online focus groups, (c) Web visitor tracking, (d) advertising measurement, (e) customer identification systems, (f) e-mail marketing lists, and (g) embedded research. The students could make a case for any or all of the above, therefore, the intent of the question is to get the students to first list and then creatively think about options. Discussion of the seven uses may be found on page 232. If the instructor would like to place additional suggestions or parameters on the question, be sure to do so before assigning the question to students.109. (p. 239, Exhibit 8.3) The text suggests four kinds of pany-agency-customer relationships for managing the cultural barrier in international marketing research. Describe or characterize each of these kinds of relationships and designate which one(s) are better suited for managing the cultural barrier across the chain of munication.The four options are: Option A (pany--agency--customers); Option B (pany--agency--local agency--customers); Option C (pany--subsidiary--agency--customers); and, Option D (pany--foreign agency--customers). The text suggests that Options B and C are best for managing the cultural barrier.Global Marketing Management: Planning and Organization Essay Questions101. (p. 310-312) Briefly, explain the benefits of global marketing.When large market segments can be identified, economies of scale in production and marketing can be important petitive advantages of global panies. Other benefits include: (a) a transfer of experience and know-how across countries through improved coordination and integration of marketing activities, (b) ensures access to the toughest customers, and (c) diversity of markets served carries with it additional financial benefits.102. (p. 311-313) Demonstrate the differences among corporate, strategic, and tactical planning.Corporate planning is essentially long term, incorporating generalized goals for the enterprise as a whole. Strategic planning is conducted at the highest levels of management and deals with products, capital, and research, and long- and short-term goals of the pany. Tactical planning pertains to specific actions and tothe allocation of resources used to implement strategic planning goals in specific markets. Tactical plans are made at the local level and address marketing and advertising questions.international marketing plan103. (p. 315, Exhibit 11.1) List and briefly characterize the four phases of the international planning process.The four phases are: (a) Phase 1--Preliminary analysis and screening (matching pany/country needs); (b) Phase 2--Adapting the marketing mix to target markets; (c) Phase 3--Developing the marketing plan; and, (d) Phase 4--Implementation and control.104. (p. 319, Exhibit 11.2) A pany has four different modes of foreign market entry from which to select. List and briefly characterize each of these modes.The modes are exporting, contractual agreements, strategic alliances, and direct foreign investment. Brief characterizations may be found on page 319 in Exhibit 11.2. More detailed descriptions of each mode may be found in the associated sections found on pages 318-330.105. (p. 32-322) Describe the two basic contractual agreements that most panies follow in their attempt to enter aforeign market.Contractual agreements generally involve the transfer of technology, processes, trademarks, or human skills. The two basic forms of contractual agreements are licensing and franchising. Licensing is associated with patent rights, trademark rights, and the rights to use technological processes in foreign markets. It is a favorite strategy for small and medium-sized panies. Franchising involves offering a standard package of products, systems, and management services.106. (p. 323-324) What is a strategic international alliance (SIA)?A SIA is a business relationship established by two or more panies to cooperate out of mutual need and to share risk in achieving a mon objective. SIAs are sought as a way to shore up weaknesses and increase petitive strengths.107. (p. 325-328) Explain the differences between a joint venture and consortia.A joint venture is differentiated from other types of strategic alliances or collaborative relationships in that a joint venture is a partnership of two or more participating panies that join forces to create a separate legal entity. Consortia are similar to jointventures but have two distinguishing characteristics: (a) they typically involve a large number of participants and (b) they frequently operate in a country or market in which none of the participants is currently active.108. (p. 328-329) You have just been hired as a consultant by Apple Computer to advise them on how to enter the South African market. You have decided that direct foreign investment would be the best mode for Apple to follow at this point in time. Write a one-paragraph memo that outlines the benefits of direct foreign investment in a country.Companies that manufacture locally can capitalize on low-cost labor, avoid high import taxes, reduce the high cost of transportation to market, gain access to raw materials, and gain advantages by being perceived as making an investment in the market (as a way to gain entry).109. (p. 331, Exhibit 11.4) With respect to organizational structures used in international marketing, panies are usually structured around one of three alternatives. Assuming that you were a consultant for ATT who desired to create an organization that was able to merge your organization's expertise and skills with that of Sony's cell phone division so that your new jointventure could enter the Scandinavian market, which of the organizational structure alternatives would make most sense? Comment on why the structure might be a good one to use.international marketing planThe three structures are product, geographic, and a matrix approach. Students could select any of the three options, however, the text suggests that the matrix form is preferable in today's market place. A matrix structure permits management to respond to the conflicts that arise between functional activity, product, and geography. Since the new venture will be a joint venture, the matrix structure might allow both of the panies to bring separate expertise to the table. Since a matrixstructure encourages sharing of experience, resources, expertise, technology, and information, it seem to be a natural in this situation.Products and Services for ConsumersEssay Questions107. (p. 337) Discuss the two dimensions of quality.The two dimensions of quality are market-perceived quality and performance quality. Simply, one dimension deals with how consumers believe the pany, product, or service matches toexpectations of quality. The other dimension, which can be measured, deals with how the product, pany, or service actually performs.108. (p. 339) Describe the process called product homologation.Product homologation is used to describe the changes mandated by local product and service standards. A product may have to change in a number of ways to meet the physical or mandatory requirements of a new market.109. (p. 344-347) Everett Rogers notes that four crucial elements impact the diffusion of new ideas. What are those elements?The elements are (a) an innovation, (b) which is municated through certain channels, (c) over time, and (d) among the members of a social system.110. (p. 350, Exhibit 12.1) Draw and correctly label the product ponent model shown in the text.The model is shown on page 350 (see Exhibit 12.1). Students should include the core, packaging, and support services ponents and the sub-parts of each for full credit.111. (p. 353-355) Consumer services are distinguished byfour unique characteristics. List and characterize each of these four unique characteristics.The characteristics are (a) intangibility--services cannot be touched, (b) inseparability--the service cannot be separated from its consumption, (c) heterogeneous--it is individually produced and is thus virtually unique, and (d) perishability--once created it cannot be stored but must be consumed simultaneously with its creation.112. (p. 356-358) Consumer services face four kinds of barriers as these services are presented to the global market. What are these barriers?The barriers are (a) protectionism, (b) controls on transborder data flows, (c) protection of intellectual property, and (d) cultural requirements for adaptation.113. (p. 358-359, Exhibit 12.2) A successful brand is the most valuable resource a pany has. Comment on why this is true and create an example to illustrate.international marketing planUsing the material on pages 358-359 and including Exhibit 12.2, students should be able to make a case for the value of a brand. To summarize, the brand name passes the years ofadvertising, good will, quality evaluation, productexperience, and other beneficial attributes the market associates with the product. Students may use whatever example they wish, however, it still needs to be appropriate to the material above.114. (p. 363-364) Assuming that you were a new marketing manager for Nike and that your first task was to launch a renewed effort to gain market share in Europe, an Adidas stronghold. Describe the impact that the country-of-origin effect might have on your chances of success.The country-of-origin effect can be defined as any influence that the country of manufacture, assembly, or design has on a consumer's positive or negative perception of a product. Students could discuss stereotypes in the example, mention the difficulties that the U.S. has had with France, the general opinion of American-made products, Nike's publicity as asweatshop broker, or how a home-based rival such as Adidas might react to Nike. If you, as an instructor, would like to set additional parameters for this question, please do so before the exam.International Marketing ChannelsEssay Questions101. (p. 396) Characterize a distribution process.A distribution process includes the physical handling and distribution of goods, the passage of ownership (title), and the buying and selling negotiations between producers and middlemen and between middlemen and customers.102. (p. 397) The Japanese distribution system has four distinguishing characteristics. What are these characteristics? The characteristics are (a) a structure dominated by many small middlemen dealing with many small retailers, (b) channel control by manufacturers, (c) a business philosophy shaped by a unique culture, and (d) laws that protect the foundation of the system--the small retailer.103. (p. 399) How does a manufacturer attempt to control the distribution channel?The manufacturer attempts to control the distribution channel through (a) inventory financing, (b) cumulative rebates, (c) merchandise returns, and (d) promotional support.104. (p. 404) Discuss the impact of the trend from traditional to modern channel structures.The impact of these trends will change traditionaldistribution and marketing systems. While retailing revolution remains in flux, new retailing and middle-men systems will be invented, and established panies will experiment, seeking ways to maintain their petitive edge. Moreover, it is ing more dangerous to think of petitors in terms of individual panies―in international business generally, and distribution systems particularly, a networks perspective is increasingly required. That is, firms must be understood in the context of the mercial networks of which they are a part. These changes will resonate throughout the distribution chain before new concepts are established and the system stabilizes.105. (p. 408) Characterize the difference(s) between agent middlemen and merchant middlemen.The primary difference is that agent middlemen do not take title to the goods they process and the merchant middleman does. Additionally, the merchant middleman normally performs more work tasks that are often general in nature whereas the agent middleman may be more of a specialist.international marketing plan106. (p. 412) Steve Smith has been assigned the task of choosing a foreign market channel that would be mostappropriate for his pany. Assuming that his pany was an automobile pany and he wished to enter the Spanish market, list the four points that were identified in the text as starting places for making the channel selection decision. Be specific with your wording of the points.The points are: (a) identify specific target markets within and across countries; (b) specify marketing goals in terms of volume, market share, and profit margin requirements, (c) specify financial and personnel mitments to the development of international distribution, and (d) identify control, length of channels, terms of sale, and channel ownership.107. (p. 419-421) Channel strategy is thought to have six specific strategic goals. If you were to list these goals for a strategic planner, what would be the six specific goals that the planner should consider?The six Cs of channel strategy are: (a) cost, (b) capital, (c) control, (d) coverage, (e) character, and (f) continuity.108. (p. 396-424) Name and briefly define/describe the five basic points involved in making channel decisions.1. channel decisions - producer's choice of a distribution structure through which goods pass from producer to user. Everycountry market has a distribution structure through which goods pass form producer to user. This structure may have a variety of possible middlmen.2. distribution patterns - the variety of possible distribution paths and distribution channel length through which a product may pass from producer to customer.3. available alternative middlemen - the external middlemen from which specific intermediaries are selected. The middlemen e the means of building and developing the channels for international distribution.4. factors affecting choice of channels - identifying target markets, specifying marketing goals, specifying financial and personnel needs, and identifying control, length of channels, terms of sales, and channel ownership.5. locating, selecting, motivating, terminating, and controlling middlemen - the process of building international distribution requires as a first step locationg prospective middlemen. Selection involves determining which ones can performsatisfactorily. Motivating middlemen may involve financial rewards, psychological rewards, munications, pany support, andcorporate report. Termination is the dismissal of middlemen that have not performed up to standard. Controlling middlemen involves control of the distribution network and includes middlemen meeting standards of performance to insure that product is flowing through desired middlemen.Integrated Marketing Communications and International AdvertisingEssay Questions100. (p. 464) Describe the ponents of integrated marketing munications (IMC).IMC are posed of advertising, sales promotions, trade shows, personal selling, direct selling, and public relations.101. (p. 464) What are sales promotions?Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middleman effectiveness and cooperation.102. (p. 465) Describe the role of public relations.Creating good relationships with the popular press and other media to help panies municate messages to their publics--customers, the general public, and government regulators--is the role of public relations.international marketing plan103. (p. 470-471) List the seven steps in creating an international advertising campaign.The steps are: (a) perform marketing research, (b) specify the goals of the munication, (c) develop the most effective message(s) for the market segments selected, (d) select effective media, (e) pose and secure a budget, (f) execute the campaign, and (g) evaluate the campaign relative to the goals specified.104. (p. 476) List and describe the steps (stages) in the international munication process.The steps are (a) an information source, (b) encoding, (c) a message channel, (d) decoding, (e) receiver, (f) feedback, and (g) noise. See page 479 for details on each stage.105. (p. 486-493)advertising: newspapers, magazines, radio, television, or direct mail.See pages 486-493 for summaries of each of the mass media forms mentioned. If you wish to give additional instructions for answering this question or set question limits, please do so before assigning the question.106. (p. 470-471) Assume that you are the munications manager for a pany that is seeking to begin amunications process with buyers in a foreign market. Take the steps in the international munications process, list them, and indicate which of the steps will probably present the greatest challenge with respect to munication.The steps are: (a) perform marketing research, (b) specify the goals of the munication, (c) develop the most effective message(s) for the market segments selected, (d) select effective media, (e) pose and secure a budget, (f) execute the campaign, and (g) evaluate the campaign relative to the goals specified. Students should build a case for what they perceive to be the most challenging step. See pages 473 for additional aid.107. (p. 491) Belinda is considering Internet advertising to support her pany's international marketing campaign. She knows the Internet has some limitations as an advertising vehicle. What are the current limitations associated with Internet advertising?In many markets the Internet is limited in its penetration of households. Also, there is petition among Internet marketers for Web surfers.Pricing for International MarketsEssay Questions100. (p. 529) Explain the process called parallel importing.Parallel importing occurs when importers buy products from distributors in one country and sell them in another to distributors who are not part of the manufacturer's regular distribution system. For more information and illustrations see page 531, Exhibit 18.1.101. (p. 532) What is the difference between variable-cost pricing and full-cost pricing.In variable-cost pricing, the firm is concerned only with the marginal or incremental cost of producing goods to be sold in overseas markets. In full-cost pricing, the philosophy insists that no unit of a similar product is different from any other unit in terms of cost and that each unit must bear its full share of the total fixed and variable cost.international marketing plan102. (p. 544) There are two distinct views of what constitutes dumping. Explain each of these views.One approach classifies international shipments as dumped if the products are sold below their cost of production. The other approach characterizes dumping as selling goods in a foreign market below the price of the same goods in the home market.103. (p. 545-549) List and briefly characterize the four formsof countertrade.The four forms are (a) barter--the direct exchange of goods between two parties in a transaction, (b) pensation deal--involves payments in goods and cash, (c) counterpurchase--the seller agrees to sell a product at a set price to a buyer and receives payment in cash; however, a second contract stipulates that the original seller will in turn purchase a like amount of goods from the buyer (or a similar arrangement), and (d) product buy-back agreement--the seller may agree to accept partial payment in manufactured goods from the buyer or the seller can accept full payment in manufactured goods. For additional information and examples see pages 545-549.104. (p. 549) What are the benefits of transfer pricing?The benefits are (a) lowering duty costs by shipping goods into high-tariff countries at minimal transfer prices so that duty base and duty are low, (b) reducing e taxes in high-tax countries by overpricing goods transferred to units in such countries, and (c) facilitating dividend repatriation when dividend repatriation is curtailed by government policy.105. (p. 542) A reasonable price for goods in the home market may more than double in the foreign market. How doeschannel length and transportation costs contribute to the price increase?Channel length is determined by the number of middlemen. Middlemen may increase the price of goods to covertransportation costs and to increase their margins; there is little opportunity for a manufacturer to control retail prices in a foreign country. In addition, transportation costs also contribute to the increase in product costs. Transportation costs include insurance, packing, handling, and shipping charges. Such costs are added to the price of goods to determine the landed cost which es the basis of import tariffs. These costs add to the inflation of the final price of goods.106. (p. 551-553) Discuss the meaning of and nature of cartels. Are these groups beneficial or not? Create an example to illustrate your stance.A cartel exists when various panies producing similar products or services work together to control markets for the types of goods and services they produce. The cartel association may use formal agreements to set prices, establish levels of production and sales for the participating panies, allocate territories, and even redistribute profits. The economic role ofcartels is debatable, but their proponents argue that they eliminate cutthroat petition and rationalize business, permitting greater technical progress and lower prices to consumers. Many do not agree with this view. See the text on pages 551-553 for additional information and examples.。
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（）。
国际市场营销专业术语
<International Marketing>国际市场营销词汇表Aaccessibility （市场细分）可接受性acquisition 收购actionability实效性actual product现实产品（形式产品）administered VMS管理系统advertising objective广告目标advertising specialities广告特写稿，号外advertising广告，广告活动affordable method财力承受力age and life—cycle segmentation年龄及生命周期细分agent代理人allowance折让,津贴American Marketing Association（AMA）美国市场营销协会analytical marketing system营销分析系统annual plan control年度计划控制Asia and Pacific Economic Cooperation 亚太经合组织atmospheres气氛,环境（购买现场）attitude态度augmented product附加产品automatic vending自动售货（机）available market 有效性市场Bbaby room （第二次世界大战至６０年代后）生育高峰backward integration后向一体化basing-point pricing基定定价behavioral segmentation购买行为细分benchmarking产品水准基点(与购买者比较)benefit segmentation顾客利益细分brand decision品牌决策brand equity品牌价值brand extension品牌延伸brand image品牌形象brand mark品牌标志brand name品牌名称brand品牌breakeven pricing盈亏零界点定价法bribery and corruption 贿赂、受贿Bribery 行贿broker经纪者business analysis商业分析business philosophy商业观，经营哲学business portfolio 业务组合buyer’s market买方市场buyer decision process购买者决策过程buyer-readiness states 购买状态buyer购买者Ccall norms 访问(客户）标准次数captive—product pricing组合产品定价法cash cows金牛类产品cash discount现金折扣catalog marketing目录营销causal research因果分析调查central business district中心商业区chain stores连锁商店channel level渠道层次channel members渠道成员channel system渠道系统closing结帐cluster analysis 聚类分析collaborations 合作combination store联合商店commercialization商业化company marketing environment公司营销环境company marketing opportunity公司营销机会comparison advertising比较广告competitive advantage竞争广告competitor analysis竞争者分析competitors竞争者concentrated marketing集中性市场营销confiscation 没收consumer buying behavior消费者购买行为consumer cooperative消费者合作社consumer goods消费品consumerism消费者保护主义consumer market消费者市场consumer orientation消费者导向consumer消费者contests sweeptakes contractual VMS合同系统convenience goods日用品convenience store便民店conventional marketing channel传统营销渠道cooporate chain 公司连锁core product 核心产品corporate communication公司宣传corporate VMS公司系统cost—plus pricing成本加成定价counter segmentation反细分化coupons优待券；赠券criteria 标准cultural environment文化环境culture文化cultural Change 文化变革cultural Borrowing 文化借鉴currency fluctuations 币值波动customer attitude tracking顾客态度跟踪customer group顾客群customer-structured sales force顾客结构型推销结构customer顾客custom union 关税同盟Ddatabase marketing 数据库营销data compatibility 数据的兼容性decision-making approach决策研究法decline stage衰退期demand curve需求曲线demands需求demand需求demographic segmentation人口统计环境department store百货商店derived demand派生需求；引发需求differentiated marketing差异性营销direct export直接出口direct investment直接投资direct-mail marketing直邮营销discount store折扣商店discriminatory pricing（需求)差异定价distribution channel 分销渠道diversification growth opportunity多样化增长机会diversification多样化，多种差异dogs狗灯产品door—to-door retailing挨户销售durable goods 耐用品Eecological environment生态环境economic community 经济共同体economic enviroment经济环境embargo禁运，贸易禁止令engel's laws恩格尔定律environmentalism环境保护主义exchange control外汇管制；外汇管理exchange function交换功能exchange rate汇价；汇率;外汇行市exchange交换Extortion 索贿exclusive distribution独家分销experience curve（learning curving)经验曲线；学习曲线exporting出口expropriation 征用Ffacilitating function便利功能fads时尚family life cycle家庭生命周期fashion 流行financing资金融通fixed costs固定成本FOB—origin pricing离岸价格forecasing预测foreward integration向前一体化form Utility形态效用franchise organization特许经营组织franchise特许经营franchising 特许经营freight—absorption pricing免收运费定价full service wholesaler完全服务职能批发商functional approach 职能研究法functional discount 功能折扣；交易折扣Ggender segmentation性别细分generic strategies 一般战略Gender Bias 性别偏见geographic organization地理细分geographic segmentation性别细分GE strategic business-planning grid 通用电气业务组合方法globalization 全球化going-rate pricing随行就市定价government market政府市场green marketing绿色营销grey markets 灰色市场growth-share matrix增长份额矩阵（波士顿矩阵）growth stage成长期Hhabitual buying behavior 习惯性购买行为head—on positioning迎头定位high—context culture 高背（语）景文化high—touch positioning 高情感定位horizontal integration水平（横向)一体化horizontal marketing system水平营销系统horizontal organisation 水平型组织human need人类需求hypercompetition 超级竞争hypermarkets特级需求Iidea generation 创意想法idea screening创意筛选impaired 干扰in-bound logistics 上游物流income elasticity of demand需求收入弹性income segmentation收入细分indirect export 间接出口indirect export直接出口industrial economies发达工业化经济类型industrial goods工业品industrializaing economies新兴工业化经济类型industrial market产业市场inelastic demand需求无弹性initiator初次使用者，发起者inseparability等一性；不可分割性institutional approach机构研究法intangibility无形性integrated marketing communication整合营销传播integrative growth opportunity一体化增长机会intensive distribution密集化（广泛性）分销intensive growth opportunity密集化增长机会internal reports system内部报告系统international marketing国际市场营销international market国际市场introduction stage投入期inventory 库存inventory control存货控制Jjoint ownership合营股权joint venturing合营Llearning 学习leasing租赁legal environment法律环境licensing许可lifestyle生活方式limited-service retailers有限服务职能零售商limited-serviece wholesaler有限服务职能批发商line extension产品线扩展Lubrication 打点Mmacroenvironment 宏观环境macromarketing宏观市场营销management contracing管理合同management science approach管理科学研究法manufacturer's brand 制造商品牌market development市场开发market growth rate市场增长率marketing audit 营销审计marketing budget营销预算marketing concept市场营销信息系统marketing database数据库营销；关系营销marketing environment市场营销环境marketing information system市场营销信息系统marketing intermediaries营销中介marketing management 营销管理marketing mix市场营销组合marketing research营销调研marketing strategy营销战略marketing市场营销学;市场营销market leader市场领导企业market orientation市场导向market penetration pricing市场渗透定价market penetration市场渗透market positioning市场定位market segment 市场细分market segmentation市场细分化market share市场份额；市场占有率market—skimming pricing取脂定价market specialization 市场专业化market targeting确定目标市场market testing试销market市场maslow's hierarchy of needs马洛斯需求层次论maturity stage成熟期media媒体merchant wholesaler商人批发商microenvironment微观环境micromarketing 微观市场营销学middlemen中间商monopolistic competition垄断竞争motive 动机multibrand strategy多品牌战略multichannel marketing多渠道营销Nnatural environment 自然环境need 需要new product development新产品开发new product pricing新产品定价new product新产品new task新购买（任务)nontariff trade barriers非关税贸易壁垒Ooligopolistic competition 寡头垄断竞争opinion leaders意见领袖order processing订单处理organization image组织形象overall market整体形象Ppackaging 包装parallel imports 平行进口perishability 不可储存性personal selling 人员推销physical distribution 实物分销place utility 必要的场地political environment 政治环境polycentric orientation 多国中心主义portfolio analysis 投资组合分析potential market 潜在市场premiums 额外费用，保险费price 价格price elasticity 价格弹性price pack 包装价格producer market 生产者市场producer orentation 以产品为中心product 产品product concept 产品观念product development 产品发展production concept 产品观念product item 产品项目product life cycle（PLC）产品生命周期product line 产品线product mix 产品组合product specialization 产品特色promotion 促销promotion mix 混合促销promotion pricing 促销价格pruchase decision 分销策略psychographic segmentation 心理细分psychological pricing 心理定价法public 公众publicity 公开pubulic relations 公共关系pure monopoly 完全垄断Qquantity discount 数量折扣question marks 问题类产品quotas 配额Rreciprocity 互惠reference group 相关群体regiocentric orientation 地区中心主义relationship marketing 关系营销religious rituals 宗教仪式repositioning 重新定位reseller market 转卖者市场retailer 零售商retailer cooperatives 零售商合作社retailing 零售；零售业return on investment（ROI) 投资报酬率risk taking 风险承担role 角色Ssales force structure 推销结构sales promotion 营业推广sales quotas 销售配额sales representative 推销代表sales team 推销队伍samples 样品seal—bid pricing 密封投标竞价seasonal discount 季节折扣segmentattion variable 细分变量11selective distribution 选择性分销selective specialization 选择性专业化seller’s market卖方市场selling concept 推销观念served market(target market）目标市场service 服务services marketing 服务营销shopping center 购物中心social classes 社会阶层social environment 社会环境social marketing 社会营销观念specialty goods 特殊品specialty store 专业商品stars 明星类产品straight rebuy 直接重购strategic business unit（SBU) 战略业务单位strategic fit 战略适应strategic planning 战略规划subculture 亚文化Subornation 收买submarket 亚市场supermarkets 超级市场superstore 超级商店suppliers 供应商Ttactics 战术target profit pricing 目标利润定价tariff 关税technological environment 技术环境telemarketing 电话直销television marketing 电视直销territorial-structured sales force 地区结构型推销结构12time—series analysis 时间序列分析total costs 总成本total promotion budget 促销预算trade mark 商标trading stamps 赠品印花transportation 运输Uundifferentiated marketing 无差异性营销uniform delivered pricing 统一交货定价universal discipline 通用原则unsought goods 未寻求产品;未知产品user 用户Vvalue analysis 价值分析value chain 价值链variable costs 变动成本vertical marketing system（VMS）纵向营销系统virtual organisations 虚拟组织voluntary chain 自愿连锁Wwant 欲望warehouse store 仓储商店warehousing 仓储wheel of retailing concept 零售车轮假说wholesaler 批发商wholesaling 批发；批发业Zzone pricing 分区定价13。
国际市场营销英语
1-11
SRC and Ethnocentrism
• SRC is an unconscious reference to
– One’s own cultural values, experiences, and knowledge as a basis for decisions
– – – – 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
1-8
The International Marketing Task
2. Make no value judgments
3. Isolate the SRC influence
• Examine it carefully to see how it complicates the problem
Without SRC influence Solve for the optimum business goal situation
1-14
4. Redefine the problem
• •
Developing a Global Awareness
• Tolerance of cultural differences:
– Understanding cultural differences and accepting and working with others whose behavior may be different from yours
商务英语综合教程(第二版 下册)Unit 13 International Marketing Re
marketing strategies: 营销策略
Notes
2. International marketing research is necessary in order to decide which foreign markets to enter and the best mode of entry (exporting, licensing, joint ventures, etc.) to each nation. exporting, licensing, joint venture: 出口、许可证以及合资经营，这 些都是进入国际市场的方式。其他进入的方式还包括：使用代理 或分销商、建立国外分支机构或子公司、设立独资企业等 。
4.There is nothing direct to show that he is guilty of the crime. So far all the evidence is only _______.
Exercises
5.It was very _______ of you to tell her about your pay raise when she has been unemployed since last year.
according to refer to take sth. into consideration regard sb./sth. as rather than tend to do bid conversely artificial restore
1.But________, music may also distract or annoy some workers.
商务英语翻译Unit 15 市场营销_OK
national markets, total advertising can be reducted
significantly. ( )
T
2. The creative presentation is what the advertisers say .( ) 3. MarketinFg ideas that worked in one country may work in
sentences and paragraphs relating the marketing. 4. Master the difficult words and expressions.
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Passage One
Standardized Marketing Strategy
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Passage One Notes
5. The most significant disadvantages of standardization is simply that cultural, political, and economic differences among countries may make it all but impossible to use a single standardized marketing strategy：标准化最大的劣势就是，由于不同国家 的文化、政治和经济差异，导致几乎不可能使一 个单一的标准化市场战略。“all but impossible”， 应译成“几乎不可能”。
prosandcons优势和劣势?apriorassessment预期评估?fittheneedsof满足?excessproductioncapacity过剩生产能力?domesticmarket国内市场?costefficiency成本效率?ideautilization理念利用?thesizeofproductionruns产品覆盖范围?aconsistentimage统一的形象?environmentalvariables环境变量passageoneassignment?finishtherestofexercisesofpassageone
《国际市场营销》(英)教学大纲
《国际市场营销》（英）教学大纲Subject Outline课程代码：3025021总学时：56学时总学分：3.5学分适用专业：国际经济与贸易专业、经济学专业（本科）一、课程性质、目的、任务：本课程是国际经济与贸易专业、经济学专业本科的学科基础课。
课程除介绍市场及国际商务的基本原理外，主要研究企业从国内贸易扩展到国际贸易时，面对不同的文化背景，如何进行产品开发、市场调研、产品促销、产品分销及市场评估等活动，从而能达到扩大产品国际市场占有率的目的。
二、课程教学的基本要求：使学生系统掌握国际市场营销的原理及其在国际商务中的运用；了解政府及不同文化背景对国际市场营销的影响；掌握市场调研、产品销售等方法；培养和提高正确分析和解决国际市场营销活动中的各种问题的能力。
三、教学方法和教学手段的建议：本课程采用双语教学。
使用原版外文教材。
要求在教学中根据学生的适应情况逐步采用英语讲授。
除课堂讲解外，大量采用案例教学，以提高学生解决实际问题的能力。
运用多媒体教学手段，辅以录像教学。
四、大纲的使用说明：本课程建议学时为56学时。
如遇课时增减，或使用不同的教材，教学内容可作适当调整。
1. 说明:This course examines the impact of economic, cultural, political, legal and other environmental influences on international marketing. Within this context, we will discuss how to identify and analyze worldwide marketing opportunities, and examine product, pricing, distribution and promotion strategies. The course is structured to provide ample opportunity for interaction among students, and between students and the instructor. Students are expected to read current periodicals and journals to keep abreast of current international developments. The course will primarily consist of lectures, discussions, presentations, cases, and group projects.主要章节和课时分配Part1. Introduction Time: 4 hoursCH1. Marketing and International MarketingCH2. GlobalizationPart2. Environment of Global Marketing Time: 8 hoursCH3. The Cultural EnvironmentCH4. The Economic EnvironmentCH5. The Legal EnvironmentCH6. The Political EnvironmentPart3. Global Marketing Opportunities & Strategies Time: 20 hours CH7. Marketing Research and Information SystemCH8. Consumer Markets & Consumer Buyer BehaviorCH9. Business market & Business buyer behaviorCH10. Market Segmentation, Targeting & PositioningCH11. Market Entry ModePart4. Global Marketing Operations Time: 24 hours CH12. Products and Services StrategiesCH13. Pricing StrategiesCH14. Promotional StrategiesCH15. Distribution Strategies主要教学内容：PART1.INTRODUCTION TIME: 4 hours1. Course introduction:2. An overview:——What’s selling?——What’s marketing?——The primary differences3. International marketing4. Concept & theories of marketing——Market——Marketing strategy——Marketing segmentation——Buyer behavior research——Marketing research and forecast——Marketing management5. History and Development of International marketing——Export marketing strategy——International marketing strategy——Global marketing strategyPART2. ENVIRONMENT OF GLOBAL MARKETINGCH3. CULTURAL FACTORS TIME: 2 hours1. Material force/condition (technology, economy)2. System of society (organization, education, social structure, media)3. Human and universe (religious belief, superstition)4. Aesthetics (painting and calligraphy, plastic arts, folktale, music, drama)5. The language6. Values (the time conception, the attitude to innovation and wealth, an awareness of risk, local customs)CH4. COMMERCIAL CUSTOMS AND PRACTICES TIME: 2 hours1. Culture and commercial customs (Imperative, Adiaphorous, Exclusive)2. Operating structure——Power structure——Management target and ambition3. Operating patternCH5. ECNOMICS ENVIRONMENT TIME: 2 hours1. Scale of market——Demographic environment——Income2. Characteristics of local economy——Natural environment——Infrastructure——CivilizationCH6. POLITICAL AND LEGAL ENVIRONMENT TIME: 2 hours1. Political Environment——The Stable Political Situation——The Successive Policy of Government——Political Risks2.Legal Environment——Mother Country Laws——Host Country Laws——International Conventions and CustomsPART3. GLOBAL MARKETING OPPORTUNITIES& TRATEGIESCH.7 MARKETING RESEARCH &INFORMATION SYSTEM TIME: 2 hours1. Marketing information system——Assessing information——Developing information——Distributing information2. The marketing research process——Defining the problem and research objectives——Developing the research plan——Implementing the research planCH.8 CONSUMER MARKETS &CONSUMER BUYER BEHA VIOR TIME: 4 hours1. Model of Consumer behavior2. Characteristics affecting consumer behavior3. Four types of buying decision behavior4. The buyer decision processCH.9 BUSINESS MARKET &BUSINESS BUYER BEHAVIOR TIME: 2 hours1. Business market2. Business buyer behavior3. International and government marketCH.10 MARKET SEGMENTATION, TARGETING & POSITIONING TIME: 4 hours 1．Market Segmentation2．Market Targeting3．PositioningCH.11 MARKET ENTRY MODE TIME: 4 hours1．Export2．Contractual3．Direct InvestmentCASES: TIME: 4 hoursPART4. GLOBAL MARKETING OPERATIONSCH.12 PRODUCTS AND SERVICES STRATEGIES TIME: 4 hours1．Product Classification2．Product Decisions——Branding——Packing3．International Product Policy——Standardization——Modification4．New Product Development Strategy5．International Product Life Cycle StrategyCH.13 PRICING STRATEGIES TIME: 4 hours1．General Pricing Approaches2．The factors influencing priding3．New-product Pricing Strategy4．Product Mix Pricing Strategy5．Product Adjustment Strategy6．Price ChangesCH.14 PROMOTION STRATEGIES TIME: 4 hours1．The Communication Mix TIME: 4 hours2．Steps in Developing Effective Communication3．Setting Total Promotion Budget and Mix4．Advertising5．Sales Promotion6．Public Relations7．Direct MarketingCH.15 DISTRIBUTION STRATEGIES TIME: 4 hours1．Nature of Distribution Channels2．Channel Behavior and Organization3．Channel Design Decisions4．Channel Management DecisionsCASE: TIME: 8 hours4.5. 教材:International Marketing Strategy Planning, Marketing Entry &Implementation (3rd edition). By Roger Bebbett, Jim Blythe6. 参考书:1). Principles of Marketing (9th edition). By Philip Kotler, Gary Armstrong2). International Marketing (11th edition). By Philip R. Cateora, John L. Graham7. 考核方式:1). Class Participation and Assignments: 10%2). Presentation (group): 20%3). Final Exam: 70%。
市场营销英语词汇
市场营销英语词汇市场营销英语词汇一、市场分析1.市场研究：market research2.调查问卷：survey questionnaire3.竞争对手：competitors4.市场调查：market survey5.消费者需求：consumer demand6.目标市场：target market7.市场规模：market size8.市场份额：market share9.市场细分：market segmentation10.市场定位：market positioning11.市场的机会：market opportunities12.市场威胁：market threats13.市场趋势：market trends14.市场前景：market prospects二、营销策略1.品牌认知：brand awareness2.品牌忠诚度：brand loyalty3.营销策略：marketing strategy4.产品定位：product positioning5.市场定位：market positioning6.目标市场：target market7.竞争优势：competitive advantage8.市场份额：market share9.销售额：sales revenue10.广告费用：advertising costs11.营销预算：marketing budget12.营销组合：marketing mix13.产品价格策略：product pricing strategy14.市场推广策略：marketing promotion strategy15.营销渠道：marketing channels16.口碑营销：word-of-mouth marketing17.网络营销：digital marketing三、销售管理1.销售经理：sales manager2.销售团队：sales team3.销售目标：sales target4.销售预测：sales forecast5.销售数据：sales data6.销售报告：sales report7.销售额：sales revenue8.销售人员绩效：sales performance9.销售技能培训：sales training10.销售策略：sales strategy11.销售渠道：sales channels12.销售推广：sales promotion13.销售方式：sales method14.市场营销：marketing and sales四、客户关系管理1.客户满意度：customer satisfaction2.客户需求：customer needs3.客户关怀：customer care4.客户忠诚度：customer loyalty5.客户服务：customer service6.客户关系管理：customer relationship management7.客户开发：customer development8.增加客户：acquire new customers9.保持客户：retain customers10.客户反馈：customer feedback11.客户投诉：customer complaints12.客户体验：customer experience13.生命周期价值：lifetime value14.客户分类：customer segmentation五、品牌管理1.品牌形象：brand image2.品牌建设：brand building3.品牌价值：brand value4.品牌忠诚度：brand loyalty5.品牌定位：brand positioning6.品牌延伸：brand extension7.品牌重塑：brand repositioning8.品牌保护：brand protection9.品牌战略：brand strategy10.品牌知名度：brand awareness11.品牌差异化：brand differentiation12.品牌推广：brand promotion13.品牌严格控制：brand equity14.品牌形象修复：brand image repair六、新产品开发1.产品开发：product development2.产品创新：product innovation3.产品设计：product design4.产品测试：product testing5.市场测试：market testing6.产品定价：product pricing7.产品包装设计：product packaging design8.产品发布：product launch9.产品开发流程管理：product development process management10.产品研究：product research11.产品管理：product management12.产品线策略：product line strategy13.产品生命周期：product life cycle14.产品特点：product features总结以上是关于市场营销英语词汇的介绍，通过了解这些词汇，可以帮助我们了解市场营销的基本知识和规律，从而更好地制定和实施营销战略，提高企业的竞争力和市场占有率。
国际市场营销经典名词解释
international marketing国际市场营销: 指对商品和劳务流入一个以上国家的消费者或用户手中的过程进行计划,定价、促销和引导以便获取利润的活动。
self-reference criterion自我参照标准(SRC):指无意识地参照个人的文化价值观、经验和知识，作为决策的一句。
global awareness全球意识:对文化差异的宽容，了解文化、历史、世界市场潜力，以及全球经济、社会和政治的发展趋势。
1.Manifest Destiny(命定说）：从广义上讲，命定说意指上帝选择了美国人来建立模范社会。
具体地说，命定说指的是让美国版图从大西洋一直扩张至太平洋。
2.Roosevelt corollary（罗斯福推论）：该推论宣称，美国政府不仅禁止非美洲势力干预拉美事物，而且将保护这一地区，确保拉美国家能履行其国际义务。
3.Monroe doctrine（门罗主义）：是美国对外政策的基石，包括三项基本内容：欧洲停止在新世界实行殖民统治；美国不干预欧洲政治；欧洲国家不得干涉西半球国家事务。
sustainable development（可持续发展）：即在经济发展的同时，实现"资源的合理利用，利益得以均摊，在经济发展过程中减少对任何环境的危害”，目前已成为许多政府和跨国公司的指导方针。
Cultural sensitivity 文化敏感性：关注文化间的细微差别以便客观的看待一种新的文化，对这种文化进行评估和欣赏。
文化敏感性，亦即文化共鸣，必须精心培养。
Linguistic distance 语言距离：语言工作者依据语言形态和发展的相似特点，将全世界的语言分成不同的语系，利用语系关系可以衡量语言距离。
Strategy of cultural congruence 文化适应策略：文化适应策略本质上要求新产品与市场上现有产品相似，即与现有的文化规范尽量一致，从而减少阻力。
Ethnocentrism 民族中心主义：民族中心主义是一种认为自己文化优于他人文化的信条。
国际市场营销 全球营销学每章课后习题答案
全球营销学第四版每章课后习题答案第一章Introduction to Global Marketing1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?P31、Surpass the competition at the task of creating perceived value for customers2、The Guide line is the value equation –Value = Benefits/Price (Money, Time, Effort, Etc.)P42.What is mean by “global localization”?（全球本土化策略）Is Coca-Cola a globalproduct? Explain.The phrase “global localization” represents an attempt to capture the spirit of the rallying cry for o rganizations in the 21st century, namely, “think globally, act locally.”Most people will agree that Coca-Cola is a global product by virtue of the fact that it is available in more than 195 countries in red cans bearing the distinctive signature style. It must be noted, however, that customer service efforts are adapted to the needs of particular markets, e.g., vending machines in Japan. Thus, Coca-Cola is both global and local.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world markets; 2. standardization versus adaptation is the extent to which each marketing mix element can be standardized or adapted in various country markets; 3. concentration of marketing activities is the extent to which activities related to marketing mix are performed in one or a few country locations; 4. coordination of marketing activities is the extent to which activities related to marketing mix are performed interdependently around the globe; 5. integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of world are interdependent.Examples: 1. Coke is the best-known, strongest brand, as the Coca-Cola Company, supporting its Coke, Fanta, and Powerade brands with marketing mix elements both that are globe and local, is adept at adapting sales promotion, distribution, and customer service efforts to local needs;2. Mcdonald’s business model is a restaurant system that can be set up virtually anywhere in the world and offers core menu items-hamburgers, French fries, and soft drinks-in most countries, and the company also customizes menu offerings according to local eating customs.4.How do the global marketing strategies of Harley-Davidson and Toyota differ?Harley-Davidson motorcycles are known the world over as “the” all-American motorcycle. Harley’s mystique and heritag e are associated with the USA. The company backs up this positioning with exports from two U.S. manufacturing locations. By contrast, Toyota builds some models (e.g., Camry and Avalon) for the U.S. market in the U.S., a fact that Toyota stresses in its American ad. Thus, Harley-Davidson serves global markets while sourcing locally, while Toyota’s strategy calls for serving world markets and using the world as a source of supply.5.Describe the difference between ethnocentric, polycontric, regiocentric, andgeocentric management orientations.The premise of an ethnocentric orientation is that home country products and management processes are superior. An ethnocentric company that neither sources inputs from, nor seeks market opportunities in the world outside the home country may be classified as an domestic company. A company that does business abroad while still presuming the superiority of the home country may be classified as an international company. Such a company would rely on an extension strategy whereby it would export, without adaptation, products designed for the domestic market.The polycentric orientation that predominates at a multinational company leads to aview of the world in which each country markets is different from the others. Local country managers operating with a high degree of autonomy adapt the marketing mix in a polycentric, multinational company. Managers who are regiocentric or geocentric in their orientations recognize both similarities and differences in world markets. Market opportunities are pursued using both extension and adaptation strategies. The regiocentric and geocentric orientations are characteristic of global transnational companies.OrEthnocentric orientation: home country is superior to the rest of the world, sees similarities in foreign countries，leads to a standardized or extension approach; Polycentric orientation: the opposite of ethnocentrism, each country in which a company does business is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; management`s goal is to develop an integrated regional strategy; Geocentric orientation：views the entire world as a potential market and strives to develop integrated world market strategies.6.Identify and briefly describe some of the forces that have resulted in increased globalintegration and the growing importance of global marketing.P21+Driving Forces：Regional economic agreements、Market needs and wants、TechnologyTransportation and communication improvements、Product development costs、Quality、World economic trends、LeverageRestraining Forces：Management myopia、Organizational culture、National controls 7.Define leverage and explain the different types of leverage utilized by companieswith global operations.Define leverage：P25第二章The Global Economic Environment1.Explain the difference between market capitalism, centrally planned capitalism,centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.Market capitalism is an economic system in which individuals and firms allocate resources and production resources are privately owned. (England).Centrally planned capitalism is an economic system in which command resource allocation is utilized extensively in an environment of private resource ownership. (Sweden)Centrally planned socialism, in this type of economic system, the state has broad powers to serve the public interest as it sees fit. (Former Soviet Union)Market socialism, in such a system, market allocation policies are permitted within an overall environment of state ownership. (China)2.What is a BEM? Identify the BEMs according to their respective stages of economicdevelopment.P53P56-583. A manufacture of satellite dishes is assessing the world market potential for hisproducts. He asks you if he should consider developing countries as potential markets.How would you advise him?Despite the difficult economic conditions in parts of developing countries, many nations will involve into attractive markets.One of marketing’s roles in developing countries is to focus resources on the task of creating and delivering products that are best suited to local needs and incomes. The role of marketing to indentify people’s needs and wants is the same in all countries, irrespective of level of economic development. It is also an opportunity to help developing countries join the information age.And P654.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs areranked. What does the result tell you in terms of the relevance of the index to global marketers?P52第三章Social and Cultural Environments1.What are some of the elements that make up culture? How do these find expression inyour native culture?Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguish one society from another.Culture is acted out in social institutions, such as, family, education, religion, government, business.2.What is the difference between a low-context culture and a high-context culture?Give an example of a country that is an example of each type and provide evidence for your answer.PPT 第四章4-63.How can Hofstede’s cultural typologies help Western marketers better understandAsian culture?P874.Explain the self-reference criterion(自我参照准则). Go to the library and findexamples of product failures that might have been avoided through the application of the SRC.Unconscious reference to one’s own cultural values; creates cultural myopia5.Briefly explain the social research of Everrtt Rogers regarding diffusion ofinnovations,……P94pare and contrast USA and Japan in terms of traditions and organizationalbehavior and norms.第四章The Legal and Regulatory Environments of Global Marketing1.What is sovereignty? What is it an important consideration in the politicalenvironment of global marketing?sovereignty2.Describe some of the sources of political risk. Specially, what forms can political risktake?Tension between aspirations and realityPrimarily occurs in lower and lower-middle income countries–Indonesia and economic crisisWhen political risk occurs in high income countries, it is generally due to a long-standing conflict–Northern IrelandP1423.Briefly describe some of the differences between the legal environment of a countrythat embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasons conflictsarise in the first place. Identify and describe several legal issues that relate to global commerce.Intellectual PropertyAntitrustContractualLicensing and Trade Secrets5.“See you in court” is one way to respond when legal issues arise. What otherapproaches are possible?LitigationFormal arbitration–Settles disputes outside of court–Groups agree to abide by panel’s decision1958 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards–Most important treaty regarding international arbitration第五章Global Information Systems and Market Research1.Explain two information technology puts powerful tools in the hands of globalmarketers.Modern IT tools provide the means for a company's marketing information system and research functions to provide relevant information in a timely, cost –efficient, and actionable manner.Electronic data interchange (EDI) allows business units to submit orders, to issue invoices, to conduct business electronically, Wal-Mart legendary for its EDI, save time and money, enables retailers to improve inventory management. Transaction formats are universalEfficient Consumer Response (ECR) This is in addition to EDI, an effort for retailers and vendors to work closely on stock replenishment(补充). ECR can be defined as a joint initiative by members of a supply chain to work toward improving and optimizing(最优化) aspects of the supply chain to benefit customersIntranet, Electronic Point of Sale (EPOS), Data Warehouses are also helping businesses improve their ability to target consumers and increase loyalty.2.What are the different modes of information acquisition? Which is the most importantfor gathering strategic information?3.4、Outline the basic steps of the market research process.5、What is the difference between existing, latent, and incipient demand? How mightthese differences affect the design of a marketing research project?Demand and profit potential, in turn, depend in part on whether the market being studied can be classifieds existing or potential. Existing markets are those in which customer needs are already being served by one or more companies. In some instances, there is no existing market to research and. information may be readily available. A latent market is in essence, an und iscovered segment .It’s a market in which demand would materialize if an appropriate product were made available. An incipient market is a market that will emerge if particular economic demographic, political, or sociocultural trend continues. A company is not likely to achieve satisfactory results if it offers a product in an incipient market before the trends have taken root.Market growth, brand loyalty, market segment, product, sales promotion, pricing, distribution, will be different in marketing research project.6.Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?A number of techniques are available for analyzing survey data.Factor analysis can be used to transform large amount of data into manageable units. It is useful in psychographic segmentation studies or creating perceptual maps; cluster analysis allows the researchers to group variables into clusters that maximize within-group similarities and between-group differences. It can be used to do global marketing research, to perform benefit segmentation, and to identify new product opportunities. Multi dimensional scaling is another technique for creating perceptual maps which is particular useful when there are many product to choose and consumers have difficulty in verbalizing their conceptions. Conjoint analysis is used to gain insights into the combination of features that will be the most attractive to consumers. It is useful when determines the values and utilities of the various levels of product features and plots them graphically.第六章Segmentation, Targeting, and Positioning1.differentiate the five basic segmentation strategies. Give an example of a companythat has used each one.P170-P1831、IncomePopulationsAge distributionGenderEducationOccupation2、Grouping people according to attitudes, value, and lifestyles3、4、Benefit segmentation focuses on the value equation–Value = Benefits / Price5、The population of many countries includes ethnic groups of significant size2.Explain the difference between segmenting and targeting.P200pare and contrast standardized, concentrated, and differentiated global marketing.Illustrate each strategy with an example from a global company.Standardized global marketing is mass marketing on a global scale with undifferentiated target marketing (Revlon International)Concentrated global marketing, involves devising a marketing mix to reach a niche. A niche is simply a single segment of the global market. (Germany`s Winter halter) Differentiated global marketing, represents a more ambitious approach than concentrated target marketing with multi-segment targeting and two or more distinct markets (Rover)4.5.What is positioning? Identify the different positioning strategies presented in thechapter and give examples of companies or products that illustrate each.Locating a brand in consumers’minds over and against competitors in terms of attributes and benefits that the brand does and does not offer.P192-1956.What is global consumer culture positioning? What other strategic positioningchoices do global marketers have?Identifies the brand as a symbol of a particular global culture or segment.P1967.What is high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.High-tech products are sophisticated technologically complex, and/or difficult to explain or understand, and frequently evaluated in terms of their performance against established objective standards. High-tech global consumer positioning also works well for special interest products associated with leisure of recreation.High-touch products, consumers are generally energized by emotional motives rather than rational ones, and frequently evaluated in terms of their performance against established subjective, aesthetic terms.Some products can be positioned using both strategies, with both satisfying buyers’ rational criteria and evoking an emotional response. Nokia, for example, combines technical performance with a fashion orientation.第七章Global Market Entry Strategies:1.What are the advantages and disadvantages of using licensing as a market entry tool?Give examples of companies from different countries that use licensing as a global marketing strategy.Advantages to LicensingProvides additional profitability with little initial investmentProvides method of circumventing tariffs, quotas, and other export barriersAttractive ROILow costs to implementDisadvantages to LicensingLimited participationReturns may be lostLack of controlLicensee may become competitorLicensee may exploit company resourcesP2062.What is foreign direct investment? What forms can FDI take?P209Partial or full ownership of operations outside of home countryForms:Joint ventures–Minority or majority equity stakes–Outright acquisition3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuable toFord---the physical assets or the name?P2154.What is meant by the phrase global strategic partnership? In what ways does this formof market entry strategy differ from more traditional forms such as joint ventures? Participants remain independent following formation of the allianceParticipants share benefits of alliance as well as control over performance of assigned tasksParticipants make ongoing contributions in technology, products, and other key strategic areasPPT3055.What are Keiretsu? How does this form of industrial structure affect companies thatcompete with Japan or that are trying to enter the Japanese market?PPT307书P2276.Which Strategic options for market entry or expansion would a small company belikely to pursue? A large company?StrategiesCompanies must decide to expand by:–Seeking new markets in existing countries–Seeking new country markets for already identified and served market segments第八章Product and Brand Decisions1.What is the difference between a product and a brand?A product is a good, service, or ideaBrandsBundle of images and experiences in the customer’s mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand ImageThe added value that accrues to a product as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time2.How do local, international, and global products differ? Cite examplesLocal Product is one that has achieved success in a single national market and represents the lifeblood of domestic companies. （Coca-cola, ginseng beverage only in Japan）International product is offered in several markets in a particular region (Euro-product, only in euro zone)Global product meets the wants and needs of a global market and is offered in all world regions (personal stereos)3.What are some of the elements that make up a brand? Are these elements tangible orintangible?IntangibleP2414.What criteria should global marketers consider when making product designdecisions?In many instances, packaging is an integral element of product-related design decisions. Packaging is designed to protect or contain the product during shipping；Labeling provides consumers with various types of information; Aesthetics differ around the world. Global marketers must understand the importance of visual aesthetics; Product Warranties is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure. Warranties can be used as a competitive tool5.How can buyer at titudes about a product’s country of origin affect marketing strategy?买家对于原产国的态度对营销策略有什么影响？Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries–Japan–Germany–France–ItalyP252-2546.Identify several global brands. What are some of the reasons for the global success ofthe brands you chose?Both products and brand are good……7.Briefly describe various combinations of product-communication strategies availableto global marketers. When is it appropriate to use each?Product-communication extension (dual extension) is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market. It used frequently with industrial (business to business) products.Product extension-communication adaptation strategy is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used frequently when consumer conceptions outside the home market are very different from domestic marketProduct adaptation-communication extension is an approach to global product planning is to extend, without change, the basic home-market communications strategy while adapting the product to local use or preference conditions. It used frequently when natural conditions outside the home market are very different from domestic market Product-communication adaptation (dual adaptation) strateg y is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the home market, environmental conditions or consumer preferences differ;第九章Pricing Decisions1.What are the basic factors that affect price in any market? What considerations enterinto the pricing decision?In global marketing, the task of setting prices is complicated by fluctuating exchange rates. Currency fluctuations can create significant problems and opportunities for the classic international company that exports from the home country.Inflation, or a persistent upward change in price levels, is a problem in many country markets. It can be caused by an increase in the money supply and currency devaluation. Governmental policies and regulations that affect pricing decisions include dumping legislation, resale price maintenance legislation, price ceilings, and general reviews of price levels.Pricing decisions are bounded not only by cost and nature of demand but also by competitive action.Competitive Behavior: If competitors do not adjust their prices in response to rising costs it is difficult to adjust your price to maintain operating margins; If competitors are manufacturing or sourcing I a lower-cost country, it may be necessary to cut prices to stay competitiveThe global marketer has several options for addressing the problem of price escalation orthe environmental factors described in the last section.2.Define the various types of pricing strategies and objectives available to globalmarketers.Market Skimming and Financial Objectives: Market Skimming charges a premium price which may occur at the introduction stage of product life cyclePenetration Pricing and Non-Financial Objectives: Penetration Pricing charges a low price in order to penetrate market quickly which appropriates to saturate market prior to imitation by competitors3.Identify some of the environmental constraints on global pricing decisions. Currency FluctuationsInflationary EnvironmentGovernment Controls, Subsidies, RegulationsCompetitive BehaviorSourcing4.Why do price differences in world markets often lead to gray marketing?Because price differences in world markets lead to trademarked products are exported from one country to another where they are sold by unauthorized persons or organizationsGray marketing occurs when product is in short supply, when producers use skimming strategies in some markets, and when goods are subject to substantial mark-ups 5.What is dumping? Why was dumping such an important issue during the UruguayRound of GATT negotiations?Sale of an imported product at a price lower than that normally charged in a domestic market or country of origin.P2966.What is transfer price? Why is it an important issue for companies with foreignaffiliates(外国子公司)? Why did transfer pricing in Europe take on increased importance in 1999?The transfer price is that Pricing of goods, services, and intangible property bought and sold by operating units or divisions of a company doing business with an affiliate in another jurisdiction.P2997.What is the difference between ethnocentric, polycontric, and geocentric pricingstrategies? Which one would you recommend to a company that has global market aspirations?P291-292 PPT240-242pare and contrast the different forms of countertrade.Countertrade occurs when payment is made in some form other than moneyOptions–BarterThe least complex and oldest form of bilateral, non-monetary counter-tradeA direct exchange of goods or services between two parties–Counter-purchase P303-304–Offset–Compensation trading–Cooperation agreements–Switch trading第十章Global Marketing Channels and Physical Distribution1.In what ways can channel intermediaries create utility for buyers?ObjectivesMarketing channels exist to create utility for customers–Place utility -availability of a product or service in a location that is convenient to a potential customer–Time utility -availability of a product or service when desired by a customer–Form utility -availability of the product processed, prepared, in proper condition and/or ready to use–information utility -availability of answers to questions and general communicationabout useful product features and benefits2.What factors influence the channel structures and strategies available to globalmarketers?B2CThe characters of both buyers and products have an important influence on channel design.The number of individual buyers and their geographic distribution, income, shopping habits and different channel approaches.Products characters such as degree of standardization, perishability, bulk, service requirements, and unit price have an impact as well.Channels tends to be longer as the number of consumers to be served increases and the price per unit decreases. Bulky products usually require channel arrangements that minimize the shipping distances and the number of times products change hands before they reach the ultimate customer.B2BAs is true with consumer channels, product and consumer characteristics have an impact on channel structure. Three basic elements are involved: the manufacture's sales force, distributors or agents and wholesalers.Channel strategy in a global marketing program must fit the company's competitive position and overall marketing objectives in each national market.market factors: consumer profiles, market size and location of country.3.What is cherry picking? What approaches can be used to deal with this problem?P323pare and contrast the typical channel structures for consumer products andindustrial products.P340 PPT252-2555.Identify the different forms of retailing and cite an example of each form. Identifyretailers from as many different countries as you can.PPT258-259 P3256.Identify the four retail market expansion strategies discussed in the text. What factorsdetermine the appropriable mode?Organic–Company uses its own resources to open a store on a green field site or acquire one or more existing retail facilitiesFranchise–Appropriate strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structuresChain Acquisition–A market entry strategy that entails purchasing a company with multiple existing outlets in a foreign countryJoint Venture–This strategy is advisable when culturally distant, difficult-to-enter markets are targeted 7.What special distribution challenges exist in Japan? What is the best way for anon-Japanese company to deal with these challenges?第十一章Global Marketing Communications Decisions:Advertising and Public Relations1.In what ways can global brands and global advertising campaigns benefit a company? P3482.How does the “standardized versus localized” debate apply to advertising?Four difficulties that compromise an organization’s communicat ion efforts–The message may not get through to the intended recipient.–The message may reach the target audience but may not be understood or may even be misunderstood.–The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender.–The effectiveness of the message can be impaired by noise.。
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国际市场营销英语From
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Accordion Insert 加上手风琴样稿
Ad Copy
Advertising Allowance广告津贴
Advertising Budget广告预算
Advertising Elasticity广告弹性
Advertising Plan广告计划
Advertising Research广告调研
Ad Specialty广告专业
Agency Commission 广告佣金
Affiliate 关联
Affiliate Marketing 关联营销
Affiliate Directory关联目录
Affiliate Network关联网络
B
Banner Ad 旗帜广告
Brand 品牌
Brand Identity 品牌标识
Brand Image 品牌形象
Brand Manager品牌经理
Business-to-Business Advertising B2B广告
C
Caption 标头
Channel Distribution渠道分销
Circulation 发行
Classified Advertising 分类广告Comparative Advertising 比较广告Competition-Oriented Pricing竞争导向型定价Copyright 版权
Cost Efficiency 高性价比
Cost Per Inquiry 询盘成本
Cost Per Rating Point (CPP)
Cost Per Thousand (CPM)
Counter Advertising
Creative Strategy
Creatives
D
DAGMAR
Day-After Recall Test
Deceptive Advertising
Demographics
Direct Mail 直邮
Direct Marketing 直销
Direct Response
E
End-User 终端用户
Equal Time
Eighty-Twenty Rule Exposure
Eye Tracking
F
FCC
FTC
Fixed-Sum-Per-Unit Method Flat Rate
Flighting
Focus Group Interview Four Ps
Full Position
Full-Service Agency
G
Galvanometer Test Generic Brand
Gross Audience
Gross Impressions 粗略印象Gross Rating Points (GRPs) H
Hierarchy-Of-Effects Theory
Holdover Audience
Horizontal Discount平行折扣
Horizontal Publications 平行出版物
House Agency
I
Image Advertising 形象广告
In-Pack Premium
Industrial Advertising
Infomercial
Integrated Marketing Communication (IMC) J
Jingle
Jumble Display
K
Keeper
Key Success Factors
L
Leave-Behind
Lifestyle Segmentation
List Broker
Loss Leader
Loyalty Index
M
Macromarketing 宏观营销Marginal Analysis 边际分析Market Profile
Market Segmentation
Market Share 市场份额Marketing Firm营销公司Marketing Mix
Marketing Research 市场调研Materiality
Media Strategy 媒体策略Motivation Research 动机调查N
NAD
Narrowcasting
National Brand
Net Unduplicated Audience Nominal Scale
Nonprofit Marketing 无利润营销Norms
O
Objectives
Observation
On-pack (On-pack Premium)
Parity Products
Payment Threshold
Patronage Motives
Penetrated Market
Per Inquiry
Percent-of-Sales Method Perceived Risk 可觉察风险Persuasion Process
Potential Market 潜在市场Product Differentiation 产品差异Product Life Cycle 产品生命周期Product Positioning 产品定位Promotion 推销
Promotional Mix Psychographics
Publicity
Pupilometrics
Psychological Segmentation
Q
Qualitative Research Quantitative Research
Quality Control
Questionnaire
Range
Rate Card
Reach
Reference Group
Referral Premium
S
Selling Orientation 销售导向
Slogan 标语
Strategic Market Planning 策略营销计划Subliminal Perception
T
Tag line
Target Audience目标受众
Target Market 目标市场
Target Market Identification
U
Unique Selling Proposition
V
Values and Lifestyles (VALS) Research Vehicle
Vertical Publications
Vision
W
Word of Mouth Advertising 口头广告Wear Out
Word Painting。