国际市场营销 考试复习题 答案.docx
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国际市场营销 考试复习题 答案.docx
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国际市场营销考试复习题答案
InternationalMarketing
一、名词解释:
1.Internationalmarketing:
Internationalmarketingisdefinedastheperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofacompany’sgoodsandservicestoconsumersorusersinmorethanonenationforaprofit.
2.strategicinternationalalliance(SIA)
Astrategicinternationalalliance(SIA)isabusinessrelationshipestablishedbytwoormorecompaniestocooperateoutofmutualneedandtoshareriskinachievingacommonobjective.
3.Commonlaw,
Thebasisforcommonlawistradition,pastpractices,andlegalprecedentssetbythecourtsthroughinterpretationsofstatutes,legallegislation,andpastrulings
Commonlawseeks“interpretationthroughthepastdecisionsofhighercourtswhichinterpretthesamestatutesorapplyestablishedandcustomaryprinciplesoflawtoasimilarsetoffacts”
Civilorcodelaw,
Codelawisbasedonanall-inclusivesystemofwrittenrules(codes)oflawIslamiclaw
Islamiclawdefinesacompletesystemthatprescribesspecificpatternsofsocialandeconomicbehaviorforallindividuals.
4.Globalbrand
Aglobalbrandisdefinedastheworldwideuseofaname,term,sign,symbol(visualand/orauditory),design,orcombinationthereofintendedtoidentifygoodsorservicesofonesellerandtodifferentiatethemfromthoseofcompetitors
5.Politicallysensitiveproducts
Perceivedtohaveaneffectontheenvironment,exchangerates,nationalandeconomicsecurity,andthewelfareofpeople。
Arepubliclyvisibleorsubjecttopublicdebate。
6.Salespromotions
Salespromotionsaremarketingactivitiesthatstimulateconsumerpurchasesandimproveretailerormiddlemeneffectivenessandcooperation。
7.Culture
culturerefersto“thehuman-madepartofhumanenvironment—thesumtotalofknowledge,beliefs,art,morals,laws,customs,andanyothercapabilitiesandhabitsacquiredbyhumansasmembersofsociety”
8.Subornation
Involvesgivinglargesumsofmoney—frequentlynotproperlyaccountedfor—designedtoenticeanofficialtocommitanillegalactonbehalfoftheoneofferingthebribe;involvesbreakingthelaw
Lubrication
Involvesarelativelysmallsumofcash,agift,oraservicegiventoalow-rankingofficialinacountrywheresuchofferingsarenotprohibitedbylaw
9.Confiscation
Confiscation,themostseverepoliticalrisk,istheseizingofacompany’sassetswithoutpayment
Expropriation
Expropriationiswherethegovernmentseizesaninvestment,butsomereimbursementfortheassetsismade;oftentheexpropriatedinvestmentisnationalizedtobecomeagovernmentrunentity
Domestication
Domesticationoccurswhenthegovernmentmandateslocalownershipandgreaternationalinvolvementinaforeigncompany’smanagement
10.Distributionprocess,
Thedistributionprocessincludesthephysicalhandlinganddistributionofgoods,thepassageofownership(title),andthebuyingandsellingnegotiationsbetweenproducersandmiddlemenandbetweenmiddlemenandcustomers
Distributionstructure
Eachcountrymarkethasadistributionstructurethroughwhichgoodspassfromproducertouse,Withinthisstructureareavarietyofmiddlemenwhosecustomaryfunctions,activities,andservicesreflectexistingcompetition,marketcharacteristics,tradition,andeconomicdevelopment
11.Country-of-origineffect(COE)
Country-of-origineffect(COE)canbedefinedasanyinfluencethatthecountryofmanufacture,assembly,ordesignhasonaconsumer’spositiveornegativeperceptionofaproduct。
12.Priceescalation
Priceescalationreferstotheaddedcostsincurredasaresultofexportingproductsfromonecountrytoanother
13.M-time/P-time
M-time,ormonochronictime,typifiesmostNorthAmericans,Swiss,Germans,andScandinavians
P-time,orpolychronictime,ismoredominantinhigh-contextcultures。
P-timeischaracterizedbymulti-taskingandby“agreatinvolvementwithpeople”。
14.Quality
Qualitycanbedefinedontwodimensions:
market-perceivedqualityand
performancequality。
15.Integratedmarketingcommunications(IMC)
Integratedmarketingcommunications(IMC)comprises:
advertising、salespromotions、personalselling、directselling,and、publicrelations
二、翻译:
1)SRCisanunconsciousreferencetoone’sownculturalvalues,experiences,andknowledgeasabasisfordecisions.(self-referencecriterion)自我参照标准是指人们习惯于用自己的价值观、经历、知识来作为评判一件事情的标准的无意识行为
2)Ethnocentrismreferstothenotionthatone’sowncultureorcompanyknowsbesthowtodothings.民族优越感是一种相信自身种族或团体优于其他团体的行为
3)P17Tobegloballyawareistohavetolerantofculturaldifferences,andknowledgeableofculture,history,worldmarketpotential,andglobaleconomic,socialandpoliticaltrends.树立全球意识就要包容不同的文化差异,对世界各地的文化、历史、市场潜力,全球经济、政治倾向都要有深刻的了解
4)P71Wemustnotmakevaluejudgmentsastowhetherornotculturalbehaviorisgoodorbad,betterorworse.Thereisnoculturerightorwrong,justdifference.我们绝不能以某种文化行为的好坏、优劣作为价值判断标准,文化没有对错之说,只存在差异。
5)P6ETherapidgrowthoftheWorldTradeOrganizationandregionalfreetradeareas,e.g.,NAFTAandtheEuropeanUnion;GeneralacceptanceofthefreemarketsystemamongdevelopingcountriesinLatinAmerica,Asia,andEasternEurope;ImpactoftheInternetandotherglobalmediaonthedissolutionofnationalborders,andManagingglobalenvironmentalresources.世界贸易组织和区域自由贸易区的快速发展,例如北美自由贸易协定、欧盟,在发展中国家、拉丁美洲、亚洲和中东普被遍接受的自由市场制度,在互联网和其它全球性的媒介的帮助下,逐渐瓦解了国家保护壁垒,管理起了全球环境资源。
6)P123EAmericanculturalislow-context,individualistic,lowpowerdistance,andobviouslyclosetoEnglish.BriberyislesscommonandAmericansaremonochronictimeoriented,linguisticallydirect,foreground-focused,andtheyachieveefficiencythroughcompetition.ThereforetheUnitedStatesiscategorizedhereafterintheasaninformation-orientedculture.美国文化是一种低调、崇尚个人主义、权力等级较小的文化,很明显的接近英国文化。
美国人很少收受贿赂,日常时间安排很紧凑,交谈喜欢直言直语,直奔主题,他们通过竞争来提高效率。
因此,美国可以说是一个信息化的社会。
7)P123EJapanesecultureishigh-context,collectivistic,highpowerdistance,farfromEnglish,briberyismorecommon,polychronic(inpart),linguisticallyindirect,background-focused.Japanesecultureachievesefficiencythroughreductionoftransactioncosts,andthereforeisproperlycategorizedasarelationship-orientedculture.日本文化是一种高调的、尊崇集体主义、权利等级森严的文化,与英国文化截然不同,收受贿赂也比较常见,局部还有小团体,他们说话比较含蓄,看重人的背景。
日本人通过减少交易成本来提高效率,所以,日本可以说是一个关系导向的社会。
8)Socialinstitutionsincludingfamily,religion,school,themedia,government,andcorporationsallaffectculture.社会机构,包括家庭、宗教、学校、新闻媒体、政府、公司等都会影响到社会文化。
9)P130EAchangeingovernment,whetherbyelectionorcoup,doesnotalwaysmeanachangeinthelevelofpoliticalrisk.Conversely,radicalchangesinpoliciestowardforeignbusinesscanoccurinthemoststablegovernmentsaswell.政府的变动,无论是通过选举还是政变,不代表每次都有一定水平的政治风险。
反过来,对外国公司来说,在最稳定的政权下,也有可能发生彻底的政策变动。
10)P135EInternationalfirmsfaceavarietyofeconomicrisks:
suchasexchangecontrols,local-contentlaws,importrestrictions,taxcontrols,pricecontrolsandlaborproblems.跨国公司面临着一系列的经济风险,例如,外汇管制、当地法律、进口限制、税收控制,价格限制和劳务问题等。
11)P135ERestraintsonbusinessactivitymaybeimposedunderthebannerofnationalsecuritytoprotectaninfantindustry,toconservescarceforeignexchange,toraiserevenue,ortoretaliateagainstunfairtradepractices,amongascoreofotherrealorimaginedreasons.为了保护某种新兴工业,国家可能会对相应的商业活动加以约束,用以保存稀缺的外汇、增加收入或者抵制不正当竞争,或者为了其它存在或不存在的原因。
12)P164EExistinginternetlawisvagueordoesnotcompletelycoversuchissuesastheprotectionofdomainnames,taxes,jurisdictionincross-bordertransactions,andcontractualissues.TheEuropeanUnion,theU.S.andmanyothercountriesaredraftinglegislationtoaddressthemyriadlegalquestionsnotclearlyaddressedbycurrentlaw
现有的互联网法律比较模糊或者没有完全涵盖如对域名、税收、跨境交易的管辖权、合同问题的的保护。
欧盟、美国和其它许多国家正在起草一部有关现行法律没有明确界定的许多法律问题的新法律。
13)P161EInAustria,premiumoffers,freegifts,orcouponsareconsideredascashdiscountsandareprohibited.PremiumoffersinFinlandareallowedaslongasthewordfreeisnotused.Frenchlawpermitssalesonlytwiceayear,inJanuaryandAugust.在奥地利,商家溢价销售、免费礼品、或者提供优惠券都被视为现金折扣,是明令禁止的行为。
在芬兰,在不打折扣时,溢价销售是可以的。
法国法律规定,一年中只能在一月和八月做两次促销。
14)P147EUndercodelaw,thelegalsystemisgenerallydividedintothreeseparatecodes:
Commercial,civilcode,andcriminal.标准法律中,法律制度分为以下三个部分:
商业法、民法典和刑法。
15)P295EAdvertisingontelevisionisstrictlycontrolledinmanycountries,e.g.,inGermany,forexample,commercialsmustbespacedatleast20minutesapartandtotaladtimemaynotexceed12minutesperhour.CommercialstationsintheUnitedKingdomarelimitedto7minutesperhour电视广告在许多国家被严格控制,例如,在德国,相邻两个广告之间至少间隔20分钟,在每小时内广告时间不能超过12分钟,而在英国,商业电视台的广告被限定在每小时七分钟内。
16)P333EThecompany’sforceisonthefrontlineofamarketingorganization.Theroleofmarketersinbothdomesticandforeignmarketsisrapidlychanging,alongwiththecompositionofinternationalmanagerialandsalesforces.Suchforceshavemanyuniquerequirementsthatarebeingfilledbyexpatriates,locals,third-countrynationals,oracombinationofthethree.公司的职能体现在第一线的营销组织中,营销人员在国内和国外的角色都随着公司国际管理和营销能力的构成在迅速改变着。
这种职能的许多需求被外籍人士、当地人、第三国国民、或联合第三方满足了。
17)M-time,ormonochronictime,typifiesmostNorthAmericans,Swiss,Germans,andScandinavians.Mostlow-contextculturesoperateonM-timeconcentratingononethingatatime.P-time,orpolychronictime,ismoredominantinhigh-contextcultures.P-timeischaracterizedbymulti-taskingandby“agreatinvolvementwithpeople”.
北美、瑞士、德国、斯堪的纳维亚都是典型的单向记时制的国家。
大部分低调的国家都奉行单向记时制,他们做事情都是一件一件的完成。
在高调的国家中,P-time则占主流地位,这些人喜欢让很多人同时进行多个任务。
18)P24Threedifferentstrategicorientationsarefoundamongmanagersofinternationalmarketingoperations.Justasimportantaredifficultiesareassociatedinternationalmarketingasancillarytothedo
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