国际营销双语期末章节重点.docx
- 文档编号:1973676
- 上传时间:2022-10-25
- 格式:DOCX
- 页数:33
- 大小:45.62KB
国际营销双语期末章节重点.docx
《国际营销双语期末章节重点.docx》由会员分享,可在线阅读,更多相关《国际营销双语期末章节重点.docx(33页珍藏版)》请在冰豆网上搜索。
国际营销双语期末章节重点
国际营销(双语)期末章节重点
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.Toooftenmistakesaremadebecausecompaniesaresweptawaywithgeneralitiesandmakeinvestmentsonlylatertofindoutthattheircommitmentorabiliti
- 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 营销 双语 期末 章节 重点