市场营销学原理复习资料(名词解释).pdf

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1、立身以立学为先，立学以读书为本Define the following terms ：1.WTO(P28) ：the World Trades Organization. 2.IMF(P30) ：the International Monetary Found. 3.WBG(P30) :the World Bank Group. 4.EMU(P36) :the European Monetary Union5.NAFTA(P39) :the North American Free Trade Agrement. 6.APEC(P41) :the Asia-Pacific Economic Co

2、operation. 7.ASEAN+3(P42): 8.Cultural Imperatives(P108) :Cultural Imperatives are the business customs and expectations that must be met and conformed to or avoided if relationships are to be successful. 9.Cultural Electives(P109) :Cultural Electives relate to areas of behavior or to customs that cu

3、ltural aliens may wish to conform to or participate in but that are not required. 10.Cultural Exclusives(P109):Cultural Exclusives are those customs or behaviors potters reserved exclusively for the locals and from which the foreigner is barred. 11.Subornation(P129):Subornation generally involves gi

4、ving large suns of money-frequently not properly accounted for-designed to entice an official to commit an illegal act on behalf of the one offering the bribe. 12.Conciliation(P163 最后一段 ):Conciliation is a non binding agreement between parties to resolve disputes by asking a third party to mediate d

5、ifferences. 13.Arbitration(P164 第 3段) :The usual arbitration procedure is for the parties involves to select a disinterested and informed party or parties as referees to determine the merits of the case and make a judgment that both parties agree to honor. 14.Litigation(P166 最后一段 ):Most observes of

6、lawsuits between citizens of different countries believe that almost all victories are spurious because the cost ,frustrating delays,and extended aggravation that these cases produce are more oppressive by far than any matter of comparable size. 15.Marketing Research(P183 第 2段):Marketing Research is

7、 traditionally defined as the systematic gathering , recording , and analyzing of data to provide information useful to marketing decision making. 16.Primary Data(p189 第 7 段):Primary Data is data collected specifically for the particular research project at hand. 17.Back Translation(p195 第 1 段):The

8、questionnaire is translate from one language to another,and than a second party translates it back into the original,and the two original language versions are compared. 18.Green Marketing(P238 第 5段):Green Marketing is a term used to identify concern with the environmental consequences of a variety

9、of marketing activities. 19.Innovation(p241 第 7、8段):Any idea perceived as new by a group of people is an innovation. 20.Global Brand(p255 第 4 段):A global brand is defined as the worldwide use of a name, term, sign, symbol, design, or combination there of intended to identify goods or services of one

10、 seller and to differentiate them from those of competitors. 21.Sales Promotions(p293第 3 段):Sale promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation. 22.Public Relations(P294第 3 段):Public relation is creating good rela

11、tionships with popular press and other media to help companies communicate messages to their public -customers, the general public, and governmental regulators. 23.Price Escalation(P351第 3 段):Price escalation is the added costs incurred as a result of exporting products from one country to another.

12、24.Dumping(P359 第 6 段):One approach classifies international shipments as dumped of the product are sold below their cost of production.Another approach characterizes, dumping as selling goods in a foreign market below the price of the same goods in the home market. 25.Transfer Pricing(P365 第 5 段):Prices of goods transferred from a companys operations or sale unities in one country to its units elsewhere.