国际市场营销名词解释简答及论述

1、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 8 Developing a Global Vision Through Marketing Research名解：Marketing researchThe systematic gathering, recording, and analyzing of data to provide information useful to marketing dec

2、ision making. Secondary dataData collected already by some other agency, such as government statistics, NGO statistics, etc.Primary dataData collected specifically for the particular research project.Expert opinionThe key in using expert opinion to help in forecasting demand is triangulation, that i

3、s comparing estimates produce by different sources.Parallel translationIt 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 appropriate translation selected.Back translationA

4、 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：Discuss the problems of gathering secondary data in foreign markets.Availability of data 资料的可获得性The quantity and quality of marketing-r

5、elated data is not available in many countries.Even in some countries, substantial data collection has been initiated （开始收集） only recently.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) a

6、nd 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of the tax collector often adversely affect data.Comparability of data 资料的可比性In some countries, data can be many years out of date or have been collected on an infrequent schedule.Though some countries are now gathering reliable data, there are no historical data to compare with the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

7、information.What are some problems created by language and the ability to comprehend the questions in collecting primary data? 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？DifficultiesAbility to communicate opinions 表达观点的能力Sampling in field su

8、rvey 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 problemsThe researcher must 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 neces

9、sary. 必须有修正研究结果的创造性能力Problems in international marketing researchStem from differences among countriesRange from inability or unwillingness of respondents to communicate their opinions Inadequacies in questionnaire translationThe scope of international marketing research? Why is international market

10、ing research generally broader in scope than domestic marketing research?Economic and demographicCultural, sociological and political climateOverview of market conditionsSummary of technological environmentCompetitive situationBecause a countrys political stability, cultural attributes and geographi

11、c characteristics are some of the kinds of information not ordinarily gathered by the domestic marketing research department, but they are required for a sound assessment of a foreign market.The process of international research?Define the research problem and establish the research objectives.Deter

12、mine the sources of information to fulfill the research objectivesConsider the costs and benefits of the research effortGather the relevant data from secondary or primary sources, or bothAnalyze, interpret and summarize the resultsEffectively communicate the results to decision makersChapter 9 Globa

13、l marketing management: Planning and Organization名解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 goals in specific m

14、arkets )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。Strategic planningAn organizations process of defining its strategy, or direction, and making decisions on allocating its resources to pursue

15、 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 levels of management and dea

16、ls with products, capital, research and the long-and short-term goals of the company.)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对于中小公司来说是个最好的战略。Legitimate mean

17、s 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。 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 involvement in management。被特许方提供市场知识，

18、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略简答：Discuss the benefits to an MNC of accepting the global market concept. 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 m

19、arketing全球营销的好处:The process of planning:Preliminary analysis and screening-matching company and countryDefining target markets and adapting the marketing mix accordinglyDeveloping the marketing planImplement and controlThe International Planning ProcessP207The entry methods: (P210 图)Chapter 10 Produ

20、cts and Services for Consumers名解：Green marketingConcerns the environmental consequences of a variety of marketing activities.Diffusion 新产品扩散 The process by which innovation spreads. 革新扩散的过程。Innovation 革新From a sociological viewpoint, any idea perceived as new by a group of people is an innovation从社会

21、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。Product homologation 产品同化 is used to describe the changes mandated by local product and service standards. 用来描述由当地产品和服务标准强制要求的改动。Global brandsIdeally gives the company a uniform worldwide image and enhance efficiency and cost savings when introducing other products with

22、the brand 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 brandsIdeally gives the company a uniform worldwide imageBalanceAbility to translateProduct Component ModelCore Components 核心成分Physical productthe platform

23、 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Installatio

24、n 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

25、s positive or negative perception of a product.简答：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 present

26、ed, as well as the brand name, trademark, styling and design features, price and quality levelsthe support services component, which completes the product buyers receive and from which the bundle of satisfactions received are derived.（P236）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 adap

27、tation 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 marketing adaptationGreen marketing concerns the environmental consequences of a variety of marketing activities. Two cr

28、itical issues of it are the control of the packaging component of solid waste and consumer demand for environmentally friendly products.Cultural adaptationA product is more than a physical item, it is a bundle of satisfactions(or utilities) that the buyer receives like primary function, psychologica

29、l attributes, norms, values, behavior patterns.Innovative products adaptationFrom a sociological viewpoint, any idea perceived as new by a group of people is an innovation.The 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H

30、eterogeneity 不均匀性Perishability 非持久性Barriers:ProtectionismControls on transborder data flowProtection of intellectual propertyCultural requirements for adaptation Global Brands or National Brands?Economies of scale Development costsPromotion of a single brand product Building brand awareness Extensiv

31、e media overlap Prestige image of the brandWhat are the influences of Country-of-origin on brands? 原产地对品牌的影响有哪些？Country of Origin Effect (COE) can be defined as any influence that the country of manufacture, assembly, or design has on a consumers positive or negative perception of a product. .原产地效应被

32、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 aware 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 th

33、ey 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。Ethnocentrism 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

34、在向工业化过渡的国家，还是发展中国家。One final generalization about COE 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：Derived demandcan be defined as demand dependent on another sou

35、rce. P255Pricequality relationship is an important 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ISO 9000s, P261 -P309 了解一下a series of five international industrial standards (ISO 90009004) o

36、riginally designed by the International Organization 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

37、system)Relationship marketingBuilding long-term relationship with customers is a viable strategy for business- to-business marketing.It shifts the focus away from price to service and long-term benefits.The reward is loyal customers that translate into substantial long-term profits.Focusing long-ter

38、m relationship building will be especially important in most international markets where culture dictates stronger ties between people and companies.简答：Stages of development/industrialization?The traditional societyThe most important industrial demand will be associated with natural resources extrac

39、tion.Preconditions for takeoffManufacturing is beginning. Primary needs will be related to infrastructure development.Takeoff Manufacturing of both semidurable and nondurable consumer goods has begun. Goods demanded relate to equipment and supplies to support manufacturing.Drive to maturityThese are

40、 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.The age of mass consumptionThese are countries where design activities are going on and manufacturing techniques are

41、 being developed, and they are mostly service economies.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，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 proces

42、s 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 motive or intent of the users differs: industrial consumers are seeking profits, whereas the ultimate consumers is

43、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 302Chapter 12 International Marketing Channels名解：Agent MiddlemenWork on sales in the commission and arrange for sales in the foreign country but do not take title to the merchandise.Merchant middlemenActually take title to manufacturers g

44、oods and assume the trading risks, so they tend to be less controllable the agent middlemen.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.Complementary marke

45、tingP283Home-country middlemen 母国中间商Or called domestic middlemen, located in the producing firms 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。Direct selling 直销Sometimes called direct marketing, selling directly to the consumer through mail, by teleph

46、one, or door-to-door is often the approach of choice 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。Distribution process 分销过程Distribution process includes the physical handling and distribution of goods, the passage of ownership and the buying

47、and selling negotiations between producers and middlemen and between middlemen and customers.分销过程包括产品的运输和配送，所有权的转移，以及制造商和中间商及中间商和顾客之间的买卖谈判。Distribution structure 分销结构Each country market has a distribution structure through which goods pass from producers to users and within which there are a variety

48、 of middlemen.每个国家市场都有分销结构，通过这一结构产品从制造商手里转到使用者手里，早这个结构中有各式各样的中间商。Import-oriented or traditional distribution structure 进口导向的或者是传统的分销结构In this structure, an importer controls a fixed supply of goods, and the marketing system develops around the philosophy of selling a limited supply of goods at high

49、prices to a small number of affluent customers.在这个系统中，进口商控制着固定的货源，其营销系统的发展思路是向少数富有顾客高价销售数量有限的商品。Trading companies贸易公司Trading companies accumulate, transport, and distribute goods from many countries.贸易公司从许多国家购买 运输和分销商品。Webb-Pomerene Export Associations ，WPEA韦伯-波默雷恩出口联合会 看书了解284 330Motivating Middlem

50、en 激励中间商 288 289 看书了解Promotion 促销 297 339 看书了解即可Complementary marketing补充营销Companies with marketing facilities or contacts in different countries with excess distribution capacity or a desire for a broader product line sometimes take on additional lines for international distribution; though the for

51、mal name for such activities is complementary marketing, it is commonly called piggybacking.在不同的国家拥有营销设施或渠道的公司，如果营销能力过剩或者希望扩大经营范围，优势在国际营销中会经营额外的产品。尽管这些活动按类别应称为补充营销，但是被俗称为顺带销售。P283简答：传统渠道和各种中间商特征（P275-P282）Import-oriented distribution structure(or traditional distribution structure):In this structure

52、, an importer controls a fixed supply of goods, and the marketing system develops around the philosophy of selling a limited supply of goods at high prices to a small number of affluent customers.6C标准（P285P287）/What are the factors affecting choice of channels?影响渠道选择的因素有哪些？285 331 Cost 成本 The two ki

53、nds of channel cost are(1)the capital or investment cost of developing the channel and (2)the continuing cost of maintaining it.渠道成本有两类：开发渠道的资本或投资成本，以及保持渠道畅通的维护成本。Capital requirements 资本要求 Control 控制The more involved a company is with the distribution, the more control it exerts.公司对分销活动参与的越多，它对分销的控制

54、越大。coverage 覆盖面 Another major goal is full-market coverage to gain the optimum volume of sales obtainable in each market, secure a reasonable market share, and attain satisfactory market penetration.另一个主要目标是全面战略市场以便在各个市场获得最佳销售额，获得适当的市场份额，并取得令人满意的市场渗透。 character 特点The channel-of-distribution system s

55、elected must fit the character of the company and the markets in which it is doing business.所选择的分销渠道体系必须与公司及其从事经营的市场的特点相符。 continuity 连续性Channels of distribution often pose longevity problems. Manufacturers must attempt to build brand loyalty downstream in a channel.分销渠道往往有个寿命问题。制造商必须力争在渠道的下游建立品牌忠诚。

56、 渠道管理内容(P287P289)Locating middlemenSelecting middlemenScreening: Reputation, creditworthiness, market served, products carried, number of stores, store sizeagreementMotivating middlemenControlling middlemenTerminating middlemenChapter 13 Integrated Marketing Communications and International Advertis

57、ing名解Integrated marketing communications（IMC）Are composed of advertising, sales promotions, trade shows, personal selling, direct selling, and public relationsalmost all are included in the Barbie campaign described in the Global Perspective.Public relations Creating good relationships with the popu

58、lar press and other media to help companies communicate messages to their publicscustomers, the general public, and governmental regulatorsis the role of public relations.Sales promotionAre marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and coo

59、perationCrisis PRThe job of PR consists of not only encouraging the press to cover positive stories about companies, but also of managing unfavorable rumors, stories, and events.简答:Outline some of the major problems confronting an international advertiser.（国际广告的障碍，不是很全面，要参考课本）Of all the elements of

60、the marketing mix, decisions involving advertising are the ones most often affected by cultural differences among country markets. Consumers reflect their culture, its style, feelings, value systems, attitudes, beliefs, and perceptions. Since advertisings function is to “interpret or translate the n