国际市场营销名词解释

1、International marketing(国际市场营销) is defined as the performance of business actives designed to plan, price, promote and direct the flow of a company’s goods and services to customers or users in more than one nation for a profit.

2、Domestic uncontrollable（国内不可控因素）: home-country elements that can have a direct on the success of foreign venture and are out of the immediate control of the marketer.

3、Self-reference criterion (SRC)(自我参照标准)：SRC is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions.

4、Conciliation（调解）(also known as mediation) is a nonbinding agreement between parties to resolve disputes by asking a third party to mediate difference.

5、Marketing research（市场调研）is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.

6、Focus group discussion（焦点小组座谈会）：A focus group discussion (FGD) is an in-depth field method that brings together a small homogeneous group (usually six to twelve persons) to discuss topics on a study agenda. The purpose of this discussion is to use the social dynamics of the group. With the help of a moderator/facilitator to stimulate participants to reveal underlying opinions, attitudes, and reasons for their behavior. In short, a well facilitated group can be helpful in finding out the “hows” and “whys” of human behavior.

7、Questionnaire(问卷调查): a questionnaire is a group of sequence of questions designed to elicit information from an informant or respondent when asked by an interviewer or completed unaided by the respondent. When an interviewer in involved, the questionnaire is sometimes referred to as an interview.

8、Decentering(逐渐翻译)：In a process known as decentering, a successive process of translation and retranslation of a questionnaire occurs. In this process each time there are translations by a different translator. The process is repeated until all language difficulties or differences are resolved.

9、Distribution process(分销过程)：the distribution process includes the physical handling and distribution of goods, the passage of ownership and the buying and selling negotiations between producers and middlemen and between middlemen and customers.

10、Sales promotion(销售促进)：the media and nonmedia marketing pressure applied for a predetermined , limited period of time at the level of customer , retailer .or wholesaler in order to stimulate trial increase consumer.

11、Advertising(广告)：the placement of announcements and persuasive message in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/or persuade members of a particular target market or audience about their products, services, organizations ,or ideals.

12、Direct marketing(直接销售)：a form of nonstore retailing in which customers are exposed to merchandise through an impersonal medium and then purchase thee merchandise by telephone or mail.

13、Home-country middlemen(母国中间商), or domestic middlemen, provide marketing services from a domestic base and find foreign markets for products for local manufacturers.

14、parallel imports（灰色市场）develop 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.

15、Exclusive distribution(专营)：it encourages retailers to stock large assortments ,often creates a favorable condition for parallel importing.