2022年国际市场营销名词解释简答及论述.pdf

《2022年国际市场营销名词解释简答及论述.pdf》由会员分享，可在线阅读，更多相关《2022年国际市场营销名词解释简答及论述.pdf（18页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、学习好资料欢迎下载国际市场营销期末考试的题型及分值如下：（1）单项选择题（15 题*1 分=15 分）（2）判断题（ 15 题*1 分=15 分）（3）名词解释（5 题 *4 分=20 分）（4）简答题（ 5 题*6 分=30 分）（5）案例分析（2 题 *10 分 =20 分）Chapter 8Developing a Global Vision Through Marketing Research 名解：1.Marketing research Thesystematic gathering,recording, and analyzing of data to provide infor

2、mation useful to marketing decision making. 2.Secondary data Data collected already by some other agency, such as government statistics, NGO statistics, etc. 3.Primary data Data collected specifically for the particular research project. 4.Expert opinion The key in using expert opinion to help in fo

3、recasting demand is triangulation, that is comparing estimates produce by different sources. 5.Parallel translation It is used to overcome the inaccurate translation, in which more than two translators are used for the back translation; results are compared, differences discussed, and the most appro

4、priate translation selected. 6.Back translation A questionnaire is translated from a language to another, a second party translates it back into the original, and the two original language versions are compared. 简答：1. Discuss the problems of gathering secondary data in foreign markets. Availability

5、of data 资料的可获得性The quantity and quality of marketing-related data is not available in many countries. Even in some countries, substantial data collection has been initiated （开始收集）only 精品资料 - - - 欢迎下载 - - - - - - - - - - - 欢迎下载 名师归纳 - - - - - - - - - -第 1 页，共 18 页 - - - - - - - - - - 学习好资料欢迎下载recentl

6、y. Reliability of data 资料的可靠性Official statistics (官方数据 ) are sometimes too optimistic(乐观的 )，reflecting national pride rather than reality, while tax structures(税收制度 ) and fear of the tax collector often adversely affect data. Comparability of data 资料的可比性In some countries, data can be many years out

7、of date or have been collected on an infrequent schedule. Though some countries are now gathering reliable data, there are no historical data to compare with the current information. 2. What are some problems created by language and the ability to comprehend the questions in collecting primary data?

8、 How can a foreign marketer overcome these difficulties? P195 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 Ability to communicate opinions 表达观点的能力Sampling in field survey 实地调查中的抽样Language and comprehension 语言与理解Willingness to respond. 回答的意愿Ways to overcome the problems The researcher must

9、possess a high degree of cultural understanding of the market in which research is being conducted. 研究人员应对所研究市场的文化有相当的理解。A creative talent for adapting research methods is necessary. 必须有修正研究结果的创造性能力3. Problems in international marketing research Stem from differences among countries Range from inabi

10、lity or unwillingness of respondents to communicate their opinions Inadequacies in questionnaire translation 4. The scope of international marketing research? Why is international marketing research generally broader in scope than domestic marketing research? Economic and demographic Cultural, socio

11、logical and political climate Overview of market conditions Summary of technological environment Competitive situation Because a country s political stability, cultural attributes and geographic characteristics are some of the kinds of information not ordinarily gathered by the domestic marketing re

12、search department, but they are required for a sound assessment of a foreign market. 5. The process of international research? Define the research problem and establish the research objectives. 精品资料 - - - 欢迎下载 - - - - - - - - - - - 欢迎下载 名师归纳 - - - - - - - - - -第 2 页，共 18 页 - - - - - - - - - - 学习好资料欢

13、迎下载Determine the sources of information to fulfill the research objectives Consider the costs and benefits of the research effort Gather the relevant data from secondary or primary sources, or both Analyze, interpret and summarize the results Effectively communicate the results to decision makers Ch

14、apter 9 Global marketing management: Planning and Organization 名解1.Tactical planning The process of taking the strategic plan and breaking it down into specific, short term actions and plans.( or pertains to specific actions and to the allocation of resources used to implement strategic planning goa

15、ls in specific markets ) 2.Corporate planning 公司计划Corporate planning is essentially long term, incorporating generalized goals for the enterprises as a whole. 公司计划是长远的，包含整合公司的总目标。3.Strategic planning An organizations process of defining its strategy, or direction, and making decisions on allocating

16、its resources to pursue this strategy, including its capital and people. Various business analysis techniques can be used in strategic planning, including SWOT analysis, GE/McKinsey portfolio analysis, COPE analysis, PEST analysis, STEER analysis, and EPISTEL. (or it is conducted by the highest leve

17、ls of management and deals with products, capital, research and the long-and short-term goals of the company.) 4.Licensing 许可证协议A means of establishing a foothold in foreign markets without large capital outlays 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。A favorite strategy for small and medium-sized companies 对于

18、中小公司来说是个最好的战略。Legitimate means of capitalizing on intellectual property in a foreign market 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Franchiser provides a standard package of products, systems, and management services 特许方提供产品，系统和管理服务。Franchise provides market knowledge , capital, and personal invol

19、vement in management 。 被特许方提供市场知识，资金和管理人员。Expected to be the fastest-growing market-entry strategy 有望成为发展最快的市场进入战精品资料 - - - 欢迎下载 - - - - - - - - - - - 欢迎下载 名师归纳 - - - - - - - - - -第 3 页，共 18 页 - - - - - - - - - - 学习好资料欢迎下载略简答：1. Discuss the benefits to an MNC of accepting the global market concept.

20、Explain the three points that define a global approach to international marketing.（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）1.The benefits of global marketing 全球营销的好处 : 2. The process of planning: a. Preliminary analysis and screening-matching company and country b. Defining target markets and adapting

21、 the marketing mix accordingly c.Developing the marketing plan d. Implement and control The International Planning ProcessP207 The entry methods: (P210 图) Chapter 10 Products and Services for Consumers 名解：1.Green marketing Concerns the environmental consequences of a variety of marketing activities.

22、 2.Diffusion 新产品扩散The process by which innovation spreads. 革新扩散的过程。3.Innovation 革新From a sociological viewpoint, any idea perceived as new by a group of people is an innovation 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.Product homologation 产品同化is used to describe the changes mandated by local product and ser

23、vice standards. 用来描述由当地产品和服务标准强制要求的改动。5.Global brands Ideally gives the company a uniform worldwide image and enhance efficiency and cost 精品资料 - - - 欢迎下载 - - - - - - - - - - - 欢迎下载 名师归纳 - - - - - - - - - -第 4 页，共 18 页 - - - - - - - - - - 学习好资料欢迎下载savings when introducing other products with the bran

24、d name. 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。The Internet and other technologies accelerate the pace of the globalization of brands Ideally gives the company a uniform worldwide image Balance Ability to translate 6.Product Component Model Core Components 核心成分Physical product the platform

25、 that contains the essential technology 物质产品即含有关键技术的平台Design features 设计特性Functional features 功能特性Packaging Component 包装成分Price 价格Quality 质量Packages 包装Styling 式样Trademark 商标Brand name 商标名称Support Services Component 支持服务成分Deliveries 送货Warranty 保证Spare parts 零配件Repair and maintenance 维修和保养Installation

26、 安装Instructions 指导Other related services 其他相关服务7 Quality 质量Quality can be defined on two dimensions: 质量可以从两个方面来定义Market-perceived quality 市场感知的质量Performance quality 性能质量8.COE(country-of-origin effect): can be defined as any influence that country of manufacture, assembly or design has on a consumer

27、s positive or negative perception of a product. 简答：1.What are the three major components of a product? Discuss their importance to product adaptation. its core, the physical product and all its functional featuresthe packaging component that includes the physical package in which the product is pres

28、ented, as well as the brand name, trademark, styling and design features, price and quality levels 精品资料 - - - 欢迎下载 - - - - - - - - - - - 欢迎下载 名师归纳 - - - - - - - - - -第 5 页，共 18 页 - - - - - - - - - - 学习好资料欢迎下载the support services component, which completes the product buyers receive and from which th

29、e bundle of satisfactions received are derived. （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）Physical or mandatory adaptation Products may have to change in a number of ways to meet the physical or mandatory requirements of a new market. eg. Legal, economic, political, technological, climate. Green mar

30、keting adaptation Green marketing concerns the environmental consequences of a variety of marketing activities. Two critical issues of it are the control of the packaging component of solid waste and consumer demand for environmentally friendly products. Cultural adaptation A product is more than a

31、physical item, it is a bundle of satisfactions(or utilities) that the buyer receives like primary function, psychological attributes, norms, values, behavior patterns. Innovative products adaptation From a sociological viewpoint, any idea perceived as new by a group of people is an innovation. 3.The

32、 characteristics and barriers of services for consumers? 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 Controls on transborder data flow Protection of intellectual property Cultural requirements for adaptation 4.Global

33、Brands or National Brands? Economies of scaleDevelopment costs Promotion of a single brand productBuilding brand awareness Extensive media overlap Prestige image of the brand 5.What are the influences of Country-of-origin on brands? 原产地对品牌的影响有哪些？精品资料 - - - 欢迎下载 - - - - - - - - - - - 欢迎下载 名师归纳 - - -

34、- - - - - - -第 6 页，共 18 页 - - - - - - - - - - 学习好资料欢迎下载Country of Origin Effect (COE) can be defined as any influence that the countryofmanufacture, assembly, or design has on a consumer s positive or negative perception of a product. . 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。When the customer is a

35、ware of the country of origin, there is the possibility that the place of manufacture will affect product/brand image. 当消费者了解到原产地的时候，该生产地可能会影响产品或者品牌的形象。Consumers have stereotypes about specific countries and specific product categories that they judges ” best” . 消费者对某些国家和某类产品存在着成见，认为他们最优秀。Ethnocentr

36、ism can also have country-of-origin effects such as “ buy local” effect.种族优越感也有原产地效应,如买国货。Countries are also stereotyped on the basis of whether they are industrialized, in the process of industrializing, or developing.人们对国家也存在着成见，其依据是该国是工业化国家还是正在向工业化过渡的国家，还是发展中国家。One final generalization about COE

37、involved fads that often surround products from particular countries or regions in the world.有关原产地效应的最后一个结论与时尚有关，这些时尚常常围绕世界上某些国家和地区的产品。Chapter 11 products and services for business名解：1. Derived demand can be defined as demand dependent on another source. P255 2.Price quality relationship is an impor

38、tant factor in marketing industrial products.( A lack of universal standards is another problem in international sales of industrial products)P259 -P307 要自己看书上3.ISO 9000s, P261 -P309 了解一下a series of five international industrial standards (ISO 9000 9004) originally designed by the International Orga

39、nization for Standardization in Geneva to meet the need for product quality assurances in purchasing agreements. (The series describes three quality system models, defines quality concepts, and gives guidelines for using international standards in quality system )4. Relationship marketing a. Buildin

40、g long-term relationship with customers is a viable strategy for business- to-business marketing. b. It shifts the focus away from price to service and long-term benefits. c.The reward is loyal customers that translate into substantial long-term profits. d. Focusing long-term relationship building w

41、ill be especially important in most international markets where culture dictates stronger ties between people and 精品资料 - - - 欢迎下载 - - - - - - - - - - - 欢迎下载 名师归纳 - - - - - - - - - -第 7 页，共 18 页 - - - - - - - - - - 学习好资料欢迎下载companies. 简答：1.Stages of development/industrialization? a. The traditional s

42、ociety The most important industrial demand will be associated with natural resources extraction. b. Preconditions for takeoff Manufacturing is beginning. Primary needs will be related to infrastructure development. c.Takeoff Manufacturing of both semidurable and nondurable consumer goods has begun.

43、 Goods demanded relate to equipment and supplies to support manufacturing. d. Drive to maturity These are industrialized countries. Their focus is more on low-cost manufacturing of a varied of consumer and some industrial goods. They buy all categories of industrial products and services. e. The age

44、 of mass consumption These are countries where design activities are going on and manufacturing techniques are being developed, and they are mostly service economies. 2.Why there are greater market similarities among industrial goods customers than among consumer goods customers?为什么工业品用户之间与消费品顾客之间相比

45、，具有更多的市场相似之处？First is the inherent nature of the product: industrial products and services are used in the process of creating other goods and services; consumer goods are in their final form and are consumed by individuals and/or households 奇异是产品固有特性：工业产品和服务用于创造其他产品和服务；消费品是最终产品，为个人所消费。Second, the m

46、otive or intent of the users differs: industrial consumers are seeking profits, whereas the ultimate consumers is seeking satisfaction. 其二是使用者的动机或者意向不同：工业用户追求利润，而最终消费者最求满足。 254 302 Chapter 12 International Marketing Channels 名解：1.Agent Middlemen Work on sales in the commission and arrange for sales

47、in the foreign country but do not take title to the merchandise. 2.Merchant middlemen Actually take title to manufacturers goods and assume the trading risks, so they tend to be less controllable the agent middlemen. 精品资料 - - - 欢迎下载 - - - - - - - - - - - 欢迎下载 名师归纳 - - - - - - - - - -第 8 页，共 18 页 - -

48、 - - - - - - - - 学习好资料欢迎下载3.Export management company(EMC) Is an important middleman for firms with relatively small international volume or those unwilling to involve their own personnel in the international function. 4.Complementary marketing P283 5.Home-country middlemen 母国中间商Or called domestic m

49、iddlemen, located in the producing firm s country, provide marketing services from a domestic base. 处于生产企业所在国的母国中间商或者国内中间商，从国内基地出发，提供营销服务。6.Direct selling 直销Sometimes called direct marketing, selling directly to the consumer through mail, by telephone, or door-to-door is often the approach of choice

50、 in markets with insufficient or undeveloped distribution systems. 通过邮寄，电话和上门推销的直接销售时分销系统不充分和不发达的市场的分销办法。7.Distribution process 分销过程Distribution process includes the physical handling and distribution of goods, the passage of ownership and the buying and selling negotiations between producers and mi