国际市场营销名词解释简答及论述Word格式.docx
- 文档编号:17746044
- 上传时间:2022-12-09
- 格式:DOCX
- 页数:21
- 大小:55.82KB
国际市场营销名词解释简答及论述Word格式.docx
《国际市场营销名词解释简答及论述Word格式.docx》由会员分享,可在线阅读,更多相关《国际市场营销名词解释简答及论述Word格式.docx(21页珍藏版)》请在冰豆网上搜索。
Thekeyinusingexpertopiniontohelpinforecastingdemandistriangulation,thatiscomparingestimatesproducebydifferentsources.
5.Paralleltranslation
Itisusedtoovercometheinaccuratetranslation,inwhichmorethantwotranslatorsareusedforthebacktranslation;
resultsarecompared,differencesdiscussed,andthemostappropriatetranslationselected.
6.Backtranslation
Aquestionnaireistranslatedfromalanguagetoanother,asecondpartytranslatesitbackintotheoriginal,andthetwooriginallanguageversionsarecompared.
简答:
1.Discusstheproblemsofgatheringsecondarydatainforeignmarkets.
Availabilityofdata资料的可获得性
Thequantityandqualityofmarketing-relateddataisnotavailableinmanycountries.
Eveninsomecountries,substantialdatacollectionhasbeeninitiated(开始收集)onlyrecently.
Reliabilityofdata资料的可靠性
Officialstatistics(官方数据)aresometimestoooptimistic(乐观的),reflectingnationalprideratherthanreality,whiletaxstructures(税收制度)andfearofthetaxcollectoroftenadverselyaffectdata.
Comparabilityofdata资料的可比性
Insomecountries,datacanbemanyyearsoutofdateorhavebeencollectedonaninfrequentschedule.
Thoughsomecountriesarenowgatheringreliabledata,therearenohistoricaldatatocomparewiththecurrentinformation.
2.WhataresomeproblemscreatedbylanguageandtheabilitytocomprehendthequestionsincollectingprimarydataHowcanaforeignmarketerovercomethesedifficultiesP195
在收集原始资料时,由于语言和理解能力带来的困难有那些外国营销人员如何克服这些困难
Difficulties
Abilitytocommunicateopinions表达观点的能力
Samplinginfieldsurvey实地调查中的抽样
Languageandcomprehension语言与理解
Willingnesstorespond.回答的意愿
Waystoovercometheproblems
Theresearchermustpossessahighdegreeofculturalunderstandingofthemarketinwhichresearchisbeingconducted.
研究人员应对所研究市场的文化有相当的理解。
Acreativetalentforadaptingresearchmethodsisnecessary.
必须有修正研究结果的创造性能力
3.Problemsininternationalmarketingresearch
Stemfromdifferencesamongcountries
Rangefrominabilityorunwillingnessofrespondentstocommunicatetheiropinions
Inadequaciesinquestionnairetranslation
4.ThescopeofinternationalmarketingresearchWhyisinternationalmarketingresearchgenerallybroaderinscopethandomesticmarketingresearch
Economicanddemographic
Cultural,sociologicalandpoliticalclimate
Overviewofmarketconditions
Summaryoftechnologicalenvironment
Competitivesituation
Becauseacountry’spoliticalstability,culturalattributesandgeographiccharacteristicsaresomeofthekindsofinformationnotordinarilygatheredbythedomesticmarketingresearchdepartment,buttheyarerequiredforasoundassessmentofaforeignmarket.
5.Theprocessofinternationalresearch
Definetheresearchproblemandestablishtheresearchobjectives.
Determinethesourcesofinformationtofulfilltheresearchobjectives
Considerthecostsandbenefitsoftheresearcheffort
Gathertherelevantdatafromsecondaryorprimarysources,orboth
Analyze,interpretandsummarizetheresults
Effectivelycommunicatetheresultstodecisionmakers
Chapter9Globalmarketingmanagement:
PlanningandOrganization
名解
1.Tacticalplanning
Theprocessoftakingthestrategicplanandbreakingitdownintospecific,shorttermactionsandplans.(orpertainstospecificactionsandtotheallocationofresourcesusedtoimplementstrategicplanninggoalsinspecificmarkets)
2.Corporateplanning公司计划
Corporateplanningisessentiallylongterm,incorporatinggeneralizedgoalsfortheenterprisesasawhole.
公司计划是长远的,包含整合公司的总目标。
3.Strategicplanning
An'
sprocessofdefiningits,ordirection,andmakingdecisionsonallocatingitsresourcestopursuethisstrategy,includingitscapitalandpeople.
Variousbusinessanalysistechniquescanbeusedinstrategicplanning,including,GE/McKinseyportfolioanalysis,COPEanalysis,,,andEPISTEL.
(oritisconductedbythehighestlevelsofmanagementanddealswithproducts,capital,researchandthelong-andshort-termgoalsofthecompany.)
4.Licensing许可证协议
Ameansofestablishingafootholdinforeignmarketswithoutlargecapitaloutlays
是一种不需要大量资金支出就可以在国外建立一个立足点的办法。
Afavoritestrategyforsmallandmedium-sizedcompanies
对于中小公司来说是个最好的战略。
Legitimatemeansofcapitalizingonintellectualpropertyinaforeignmarket
这是一种在国外市场利用知识产权获利的合法方式。
5.Franchising特许经营
Franchiserprovidesastandardpackageofproducts,systems,andmanagementservices特许方提供产品,系统和管理服务。
Franchiseprovidesmarketknowledge,capital,andpersonalinvolvementinmanagement。
被特许方提供市场知识,资金和管理人员。
Expectedtobethefastest-growingmarket-entrystrategy有望成为发展最快的市场进入战略
1.DiscussthebenefitstoanMNCofacceptingtheglobalmarketconcept.Explainthethreepointsthatdefineaglobalapproachtointernationalmarketing.(全球营销的好处,内容,程序,以及进入国际市场的方法
参照P204-P210)
benefitsofglobalmarketing全球营销的好处:
2.Theprocessofplanning:
a.Preliminaryanalysisandscreening-matchingcompanyandcountry
b.Definingtargetmarketsandadaptingthemarketingmixaccordingly
c.Developingthemarketingplan
d.Implementandcontrol
TheInternationalPlanningProcessP207
Theentrymethods:
(P210图)
Chapter10ProductsandServicesforConsumers
1.Greenmarketing
Concernstheenvironmentalconsequencesofavarietyofmarketingactivities.
2.Diffusion新产品扩散
Theprocessbywhichinnovationspreads.革新扩散的过程。
3.Innovation革新
Fromasociologicalviewpoint,anyideaperceivedasnewbyagroupofpeopleisaninnovation
从社会学角度看,任何概念只要被某一群人看做新颖的就是一种革新。
4.Producthomologation产品同化
isusedtodescribethechangesmandatedbylocalproductandservicestandards.
用来描述由当地产品和服务标准强制要求的改动。
5.Globalbrands
Ideallygivesthecompanyauniformworldwideimageandenhanceefficiencyandcostsavingswhenintroducingotherproductswiththebrandname.全球品牌使公司在全世界拥有一个统一的形象,同时在引进与这个品牌有关的产品时可以提高效率,节约成本。
TheInternetandothertechnologiesacceleratethepaceoftheglobalizationofbrands
Ideallygivesthecompanyauniformworldwideimage
Balance
Abilitytotranslate
6.ProductComponentModel
CoreComponents核心成分
Physicalproduct——theplatformthatcontainstheessentialtechnology
物质产品即含有关键技术的平台
Designfeatures设计特性
Functionalfeatures功能特性
PackagingComponent包装成分
Price价格
Quality质量
Packages包装
Styling式样
Trademark商标
Brandname商标名称
SupportServicesComponent支持服务成分
Deliveries送货
Warranty保证
Spareparts零配件
Repairandmaintenance维修和保养
Installation安装
Instructions指导
Otherrelatedservices其他相关服务
7Quality质量
Qualitycanbedefinedontwodimensions:
质量可以从两个方面来定义
Market-perceivedquality市场感知的质量
Performancequality性能质量
(country-of-origineffect):
canbedefinedasanyinfluencethatcountryofmanufacture,assemblyordesignhasonaconsumer’spositiveornegativeperceptionofaproduct.
1.WhatarethethreemajorcomponentsofaproductDiscusstheirimportancetoproductadaptation.
itscore,thephysicalproductandallitsfunctionalfeatures
thepackagingcomponentthatincludesthephysicalpackageinwhichtheproductispresented,aswellasthebrandname,trademark,stylinganddesignfeatures,priceandqualitylevels
thesupportservicescomponent,whichcompletestheproductbuyersreceiveandfromwhichthebundleofsatisfactionsreceivedarederived.(P236)
2.Adaption文化适应含义及影响(文化适应和强制适应的含义及影响)
Physicalormandatoryadaptation
Productsmayhavetochangeinanumberofwaystomeetthephysicalormandatoryrequirementsofanewmarket.eg.Legal,economic,political,technological,climate.
Greenmarketingadaptation
Greenmarketingconcernstheenvironmentalconsequencesofavarietyofmarketingactivities.Twocriticalissuesofitarethecontrolofthepackagingcomponentofsolidwasteandconsumerdemandforenvironmentallyfriendlyproducts.
Culturaladaptation
Aproductismorethanaphysicalitem,itisabundleofsatisfactions(orutilities)thatthebuyerreceiveslikeprimaryfunction,psychologicalattributes,norms,values,behaviorpatterns.
Innovativeproductsadaptation
Fromasociologicalviewpoint,anyideaperceivedasnewbyagroupofpeopleisaninnovation.
3.Thecharacteristicsandbarriersofservicesforconsumers服务业全球营销的特点及障碍
Characteristics:
Intangibility无形性
Inseparability不可分割性
Heterogeneity不均匀性
Perishability非持久性
Barriers:
Protectionism
Controlsontransborderdataflow
Protectionofintellectualproperty
Culturalrequirementsforadaptation
4.GlobalBrandsorNationalBrands
EconomiesofscaleDevelopmentcosts
PromotionofasinglebrandproductBuildingbrandawareness
ExtensivemediaoverlapPrestigeimageofthebrand
5.WhataretheinfluencesofCountry-of-originonbrands原产地对品牌的影响有哪些
CountryofOriginEffect(COE)canbedefinedasanyinfluencethatthecountryofmanufacture,assembly,ordesignhasonaconsumer’spositiveornegativeperceptionofaproduct..原产地效应被定义为产品的涉及,制造,装配国对消费者对产品的积极或消极的看法的影响。
Whenthecustomerisawareofthecountryoforigin,thereisthepossibilitythattheplaceofmanufacturewillaffectproduct/brandimag
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 国际市场 营销 名词解释 论述