山东财经大学国际营销双语期末重点.docx
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山东财经大学国际营销双语期末重点.docx
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山东财经大学国际营销双语期末重点
国际营销(双语)期末考点
考试时间:
2016年7月7日10:
40-12:
20
考试地点:
1-308
考试题型:
单选10×1判断并改错5×3名词解释5×4
简答5×6论述1×10案例分析1×15
第一章TheScopeandChallengeofInternationalMarketing
一、名词解释
1、internationalmarketing国际市场
Internationalmarketingistheperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofacompany'sgoodsandservicetoConsumerorusersinmorethanonenationforaprofit.
2、uncontrollableelements不可控因素
Theelementsofbusinessenvironmentwhichbeyondthecontrolofcompanies.
3、SRCSelf-ReferenceCriterion自我参展标准
Anunconsciousreferencetoone'sownculturalvalues,experiences,andknowledgeasabasisfordecision.
4、GlobalAwareness全球意识
Toleranceofculturaldifferenceandknowledgeofcultures,history,worldmarketpotential,andglobaleconomic,social,andpoliticaltrends.
二、简答
2、“...themarketer’staskisthesamewhetherappliedinDimeBox,Texas,orDaresSalaam,Tanzania.”Discuss.
Theonlydifferencebetweendomesticmarketingandinternationalmarketingisthattheactivitiestakeplaceinmorethanonecountry.Therefore,themarketingtaskisthesamethroughouttheworld.Asthebusiness’sgoalissameindifferentplace,whichistomakeprofitbypromoting,pricing,anddistributingproductsforwhichthereisamarket.Intheotherword,thetaskneverchange,whicharedealwithcontrollableelementsanduncontrollableelements.
4、Discussthefourphasesofinternationalmarketinginvolvement.国际市场营销的四个阶段
Thefirstphaseisdomesticfirmswhichhavenoforeignbusinessactivityexceptthosesalesmadetoforeigncustomerswhocomedirectlytothefirm.
Thesecondisdomesticfirmswhichhavetemporarysurpluseswhicharesoldabroadonanavailabilitybasiswithnointentionforcontinuingmarketrepresentation.
Thethirdisthedomesticfirmsthathavepermanentproductivecapacitywhichisusedtoproducegoodswhicharesoldonacontinuingbasisinforeignmarkets.
Thefourthistheinternationalcompanythatproducesaproductfortheworldmarket.
5、Discusstheconditionsthathaveledtothedevelopmentofglobalmarkets.讨论导致全球市场发展的条件。
AccordingtotheProfessorLevittandotherswhosuggestthatthereisaglobalmarketforgoods,thisphenomenonhasresultedfromnewcommunicationstechnology,travelandotherfactorswhichhaveledtothemarketsoftheworldbeingmoreawareofdifferentproductsandprocesses.Asaresultofthisawareness,therearesegmentsineachmarketwhohavehadsimilarexperiencesandthushavecommonneeds.Thesecommonneedsaredescribedasademandforhighquality,reasonablypriced,standardizedproducts.Thereisastrongfeelingthatwithineachcountry’smarketthereisagrowingsegmentthathasbeenexposedtoideasfromaroundtheworldandthushavehadtheirtastesandperceivedneedsaffected.Thereisastrongfeelingthatworldmarketsarebeingdriventowardaconvergingcommonalityoftasteandneedsleadingtowardglobalmarkets.
总结:
1)newcommunicationstechnology,travelandotherfactorsledtheworldmarketsbeingawareofdifferentproductsandprocesses.
2)Becauseofthisawareness,eachmarketthushadcommonneedsforhighquality,reasonablypriced,standardizedproducts.
3)Thereisastrongfeelingthatwithinideasfromtheworldaffectedthetastesandperceivedneedsofeverycountrymarket
4)Thereisastrongfeelingthatworldmarketsarebeingdriventowardaconvergingcommonalityoftasteandneedsleadingtowardglobalmarkets.
7、Differentiateamongthethreeinternationalmarketingconcepts.区分三个国际营销的概念。
①DomesticMarketExtansionConcept②MultiDomesticMarketConcept
③GlobalMarketingConcept
Itisexpectedthatdifferencesinthecomplexityandsophisticationofacompany’smarketingactivitydependonwhichoftheseorientationsguidesitsoperations.
TheDomesticMarketExtensionConcept国内市场扩展.Thedomesticcompanythatseekssalesextensionofitsdomesticproductsintoforeignmarketsillustratesthisorientationtointernationalmarketing.Itviewsitsinternationaloperationsassecondarytoandanextensionofitsdomesticoperations.
Multi-domesticMarketConcept多国市场观念.Onceacompanyrecognizestheimportanceofdifferencesinoverseasmarketsandtheimportanceofoffshorebusinesstotheirorganization,itsorientationtowardinternationalbusinessmayshifttoaMulti-DomesticMarketStrategy.GlobalMarketingConcept全球营销导向.Acompanyguidedbythisneworientationorphilosophyisgenerallyreferredtoasaglobalcompany,itsmarketingactivityisglobalmarketing,anditsmarketcoverageistheworld.
9、Discussthethreefactorsnecessarytoachieveglobalawareness.
讨论实现全球意识的三个必要因素
(1)Objectivity客观性:
objectiveinassessingopportunities,evaluatingpotential,andrespondingtoproblems.Toooftenmistakesaremadebecausecompaniesaresweptawaywithgeneralitiesandmakeinvestmentsonlylatertofindoutthattheircommitmentorabilitieswerenotsufficienttosucceed,
(2)tolerancetowardculturaldifferences对文化差异的容忍度
toleranceisunderstandingculturaldifferencesandacceptingandworkingwithotherswhosebehaviormaybedifferentfromyours,
(3)knowledgeable
Tobesuccessfulininternationalbusinessandgloballyaware,apersonneedstobeknowledgeableoftheenormouschangesoccurringthroughouttheworldandthepotentialopportunities
第二章TheGlobalEnvironmentofInternationalMarketing
一、名词解释
1、GATT
GeneralAgreementonTariffsandTrade:
(1)tradeshallbeconductedonanon-discriminatoryBasis;
(2)protectionshallbeaffordeddomesticindustriesthroughcustomstariffs,notthroughsuchcommercialmeasuresasimportquotas;(3)consultationshallbetheprimarymethodusedtosolveglobaltradeproblems.
2、WTO
WorldTradeOrganization
3、IMF
InternationalMonetaryFund:
Stabilizeforeignexchangerates,facilitatetheexpansionandbalancegrowthofinternationaltrade.
4、NAFTA北美自由贸易协定
NorthAmericanFreeTradeAgreement:
Marketaccess,Nontariffbarriers,Rulesoforigin,Customsadministration,Investment,Service,Intellectualproperty.Governmentproperty,Governmentprocurement,Standards.
5、ASEAN东南亚国家联盟
AssociationofSoutheastAsian:
6、ASEAN+3
ASEANplusChina,Japan,andSouthKorea:
TodealwithtradeandmonetaryissuesfacingAsia.
7、APEC
Asia-PacificEconomicCooperation:
isaforum,farfrombeingafreetradearea.Commongoalsastoopentrade,toincreaseeconomiccollaboration,tosustainregionalgrowthanddevelopment,tostrengthenthemultilateraltradingsystemandtoreducebarrierstoinvestmentandtradewithoutdetrimenttoothereconomics.
8、BOPMs金字塔底层市场
Bottom-of-the-pyramidmarket:
Anewconceptintroducedintothediscussionofdevelopingcountriesandmarkets.Theyarenotdefinedbynationalbordersbutratherbythepocketsofpovertyacrosscountries.
Itconsistingofthe4billionpeopleacrosstheglobewithannualincomesoflessthan$1200.Thesemarketsarenotnecessarilydefinedbynationalbordersbutratherbythepocketsofpovertyacrosscountries.它组成的全球40亿人的年收入不到1200美元。
这些市场不一定是由国界而是各国贫困的口袋。
二、简答
3、DiscusstheimpactofGATS,TRIMS,ANDTRIPSonglobaltrade.
AnimportantobjectiveoftheUnitedStatesintheUruguayRoundwastoreduceoreliminatebarrierstointernationaltradeinservices.Whilethereisstillmuchprogresstobemadebeforefreetradeinserviceswillexistthroughouttheworld,theGeneralAgreementonTradeinServices(GATS)isthefirstmultilateral,legallyenforceableagreementcoveringtradeandinvestmentinservicessector.Itprovidesalegalbasisforfuturenegotiationsaimedateliminatingbarriersthatdiscriminateagainstforeignservicestradeanddenythemmarketaccess.Forthefirsttime,comprehensivemultilateraldisciplinesandprocedurescoveringtradeandinvestmentinserviceshavebeenestablished.Specificmarket-openingconcessionsfromawiderangeofindividualcountrieswereachievedandprovisionwasmadeforcontinuednegotiationstofurtherliberalizetelecommunicationsandfinancialservices.
Equallysignificantweretheresultsofnegotiationsintheinvestmentsector.Trade-RelatedInvestmentMeasures(TRIMs),establishedthebasicprinciplethatinvestmentrestrictionscanbemajortradebarriersandthereforeareincluded,forthefirsttime,underGATTprocedures.Aninitialsetofspecificpracticeswereprohibitedincluding:
localcontentrequirementsspecifyingthatsomeamountofthevalueoftheinvestor’sproductionmustbepurchasedfromlocalsourcesorproducedlocally;tradebalancingrequirementsspecifyingthataninvestormustexportanamountequivalenttosomeproportionofimportsorconditiontheamountofimportspermittedonexportlevels;and,foreignexchangebalancingrequirementslimitingtheimportationofproductsusedinlocalproductionbyrestrictingitsaccesstoforeignexchangetoanamountrelatedtoitsexchangeinflow.AsaresultofTRIMs,restrictionsinIndonesiawhichprohibitforeignfirmsfromopeningtheirownwholesaleorretaildistributionchannelscanbechallenged.AndsocaninvestmentrestrictionsinBrazilthatrequireforeign-ownedmanufacturerstobuymostoftheircomponentsfromhigh-costlocalsuppliersandthataffiliatesofforeignmultinationalsmaintainatradesurplusinBrazil’sfavorbyexportingmorethantheysellwithin.
AnotherobjectiveoftheUnitedStatesfromtheUruguayRoundwasachievedbyanagreementonTrade-RelatedAspectsofIntellectualPropertyRights(TRIPs).TheTRIPsagreementestablishessubstantiallyhigherstandardsofprotectionforafullrangeofintellectualpropertyrights(patents,copyrights,trademarks,tradesecrets,industrialdesigns,andsemiconductorchipmaskworks)thanareembodiedincurrentinternationa
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