最新国际市场营销 考试复习题 答案资料

International Marketing 一、名词解释:

1．International marketing：

International marketing is defined as the performance of business activities designed to plan,price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit. 2．strategic international alliance (SIA)

A strategic international alliance (SIA) is a business relationship established by two or more companies to cooperate out of mutual need and to share risk in achieving a common objective.

3．Common law,

The basis for common law is tradition, past practices, and legal precedents set by the courts through interpretations of statutes, legal legislation, and past rulings

Common law seeks “interpretation through the past decisions of higher courts which interpret the same statutes or apply established and customary principles of law to a similar set of facts”

Civil or code law,

Code law is based on an all-inclusive system of written rules (codes) of law Islamic law

Islamic law defines a complete system that prescribes specific patterns of social and economic behavior for all individuals.

4．Global brand

A global brand is defined as the worldwide use of a name, term, sign, symbol (visual and/or auditory), design, or combination thereof intended to identify goods or services of one seller and to differentiate them from those of competitors

5．Politically sensitive products

Perceived to have an effect on the environment, exchange rates, national and economic security, and the welfare of people 。Are publicly visible or subject to public debate 。

6. Sales promotions

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

7.Culture

c ulture refers to “the human-made part of human environment—the sum total of knowledge, beliefs, art, morals, laws, customs, an

d any other capabilities and habits acquired by humans as members of society”

8. Subornation

Involves giving large sums of money—frequently not properly accounted for—designed to entice an official to commit an illegal act on behalf of the one offering the bribe; involves breaking the law

Lubrication

Involves a relatively small sum of cash, a gift, or a service given to a

low-ranking official in a country where such offerings are not prohibited by law 9. Confiscation

Confiscation, the most severe political risk, is the seizing of a company’s assets without payment

Expropriation

Expropriation is where the government seizes an investment, but some reimbursement for the assets is made; often the expropriated investment is nationalized to become a government run entity

Domestication

Domestication occurs when the government mandates local ownership and greater national involvement in a foreign company’s management

10.Distribution process，

The distribution process includes the physical handling and distribution of goods, the passage of ownership (title), and the buying and selling negotiations between producers and middlemen and between middlemen and customers

Distribution structure

Each country market has a distribution structure through which goods pass from producer to use，Within this structure are a variety of middlemen whose customary functions, activities, and services reflect existing competition, market characteristics, tradition, and economic development

11. Country-of-origin effect (COE)

Country-of-origin effect (COE) can be defined as any influence that the country of manufacture, assembly, or design has on a consumer’s positive or negative perception of a product。

12. Price escalation

Price escalation refers to the added costs incurred as a result of exporting products from one country to another

13.M-time/ P-time

M-time, or monochronic time, typifies most North Americans, Swiss, Germans, and Scandinavians

P-time, or polychronic time, is more dominant in high-context cultures。P-time is characterized by multi-tasking and by “a great involvement with people”。14.Quality

Quality can be defined on two dimensions: market-perceived quality and performance quality。

15. Integrated marketing communications (IMC)

Integrated marketing communications (IMC) comprises: advertising、sales promotions 、personal selling 、direct selling, and 、public relations

二、翻译：