最新第16版国际营销重点

1，international marketing（国际营销）：

is the performance of business activities designed to plan,price,promote,and direct the flow of company’s goods and services to consumers or users in more than one nation for profit.

国际营销是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。

2.Self-reference criterion(SRC)自我参照标准

The SRC is an unconscious reference to one’s own cultural values,experience, and knowledge as a basis for decisions.

是指无意识的参照个人的文化价值观、经验和知识，作为决策的依据。

3. ethnocentrism 民族中心主义

Ethnocentrism is the notion that people in one’s own company,culture,or country know best how to do things.’

4.如何避免SRC建立全球意识？

1.Select individual(个人的，独特的）managers specifically for their demonstrated global awareness

选择有全球意识的个人经理

2.Personal relationships in other countries.

在其他国家的人际关系

3.Successful long-term business relationships with foreign customs

和外国长期的贸易关系

4.Have a culturally diverse senior executive staff or board of directors

有一个多元文化的高级主管或者董事会

5.国际营销的五个阶段

1.No direct foreign marketing

2.Infrequent foreign marketing

3.Regular foreign marketing

4.International marketing

5.Global marketing

6.三种策略导向

1.See international marketing as ancillary to the domestic operations.

国际营销用来辅助国内业务

2.See international marketing as a crucial aspect of sales revenue generation but treats each market as a separate entity.

将国际营销作为销售收入的一个重要方面，但是把每一个市场当做独立的实体对待

mon consumer characteristics and behaviors come into play as key

segmentation variables applied across countries

共同的消费特性和消费行为作为应用于各国的主要细分变量。

7.新兴大市场的特点

1.are all geographically large

2.have significant populations

3.represent sizable markets for a wide range of products

4.have strong rates of growth or the potential for significant growth

5.have undertaken significant programs of economic reform

6.are of major political importance within their regions

7.are “regional economic drivers”

8.will engender further expansion in neighboring markets as they grow(逐步扩张周边市场）

8.文化的定义

Culture is the sum of the values ,rituals,symbols,beliefs,and thought processes that are learned and shared by a group of people,then transmitted from generation to generation.

文化是群体拥有代代相传的认知和分享的价值观，宗教，符号，信仰和思维方式。

9.文化的分类

*cultural imperatives (文化强制性）

*cultural electives (文化选择性)

*cultural exclusives (文化排他性）

10.收集原始数据

*quantitative research 定量分析

*qualitative research 定性分析

11.如何提前发现翻译的错误

1.back translation 回译法

The questionnaire is translated from one language to another,and then a second party translate it back into the original,and the two original language versions are compared.

先将问卷翻译成另外一种语言，再由他人译回原文借此过程发现误解之处。2.parallel translation平行翻译

More than two translators are used for the back translation;the result are compared,difference discussed,and the most appropriate translation selected

让两个以上译者进行回译，然后比较个人的翻译并讨论存在的差异，选出最合适的。

3.Decentering逐译

Is a hybrid of back translation