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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：1. Marketing researchThe systematic gathering, recording, and analyzing of data to provide information useful to marketing
2、decision making. 2. Secondary dataData collected already by some other agency, such as government statistics, NGO statistics, etc.3. Primary dataData collected specifically for the particular research project.4. Expert opinionThe key in using expert opinion to help in forecasting demand is triangula
3、tion, that is comparing estimates produce by different sources.5. 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.6.
4、 Back translationA 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 of data 资料的可获得性The quantity and q
5、uality 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 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 t
6、ax 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of the tax collector often adversely affect data.Comparability of data 资料的可比性In some countries, data can be many years out of date or have been collected on an infrequent schedule.Though some countries are now gathering reliable data, there are no historical data to comp
7、are with the current information.2. 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？Difficultiesl Ability to communicate opinions 表
8、达观点的能力l Sampling in field survey 实地调查中的抽样l Language and comprehension 语言与理解l 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 ad
9、apting research methods is necessary. 必须有修正研究结果的创造性能力3. Problems in international marketing researchl Stem from differences among countriesl Range from inability or unwillingness of respondents to communicate their opinions l Inadequacies in questionnaire translation4. The scope of international mar
10、keting research? Why is international marketing research generally broader in scope than domestic marketing research?l Economic and demographicl Cultural, sociological and political climatel Overview of market conditionsl Summary of technological environmentl Competitive situationl Because a country
11、s political stability, cultural attributes and geographic 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.5. The process of international research?l Define the
12、 research problem and establish the research objectives.l Determine the sources of information to fulfill the research objectivesl Consider the costs and benefits of the research effortl Gather the relevant data from secondary or primary sources, or bothl Analyze, interpret and summarize the results
13、l Effectively communicate the results to decision makersChapter 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 alloca
14、tion of resources used to implement strategic planning goals 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 planningl An organizations process of defining its
15、strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people. l Various business analysis techniques can be used in strategic planning, including SWOT analysis, GE/McKinsey portfolio analysis, COPE analysis, PEST analysis, STEER a
16、nalysis, and EPISTEL.(or it is conducted by the highest levels 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l 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
17、法。l A favorite strategy for small and medium-sized companies对于中小公司来说是个最好的战略。l Legitimate means of capitalizing on intellectual property in a foreign marketl 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l Franchiser provides a standard package of products, systems, and management services 特许方提供产品，系统和管理
18、服务。l Franchise provides market knowledge , capital, and personal involvement in management。被特许方提供市场知识，资金和管理人员。l 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：1. Discuss the benefits to an MNC of accepting the global market concept. Explain the three points that define a
19、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 countryb. Defining target markets and adapting the marketing mix accordinglyc. Developing t
20、he marketing pland. Implement and controlThe International Planning ProcessP207The entry methods: (P210 图)Chapter 10 Products and Services for Consumers名解：1. Green marketingConcerns the environmental consequences of a variety of marketing activities.2. Diffusion 新产品扩散 The process by which innovation
21、 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 service standards. 用来描述由当地产品和服务标准强制要求的改动。5. Globa
22、l brandsIdeally gives the company a uniform worldwide image and enhance efficiency and cost savings when introducing other products with 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。l The Internet and other technologies accelerate the pace of the globalization of brandsl Ideally
23、gives the company a uniform worldwide imagel Balancel Ability to translate6. Product Component ModelCore Components 核心成分l Physical productthe platform that contains the essential technology 物质产品 即含有关键技术的平台 l Design features 设计特性l Functional features 功能特性Packaging Component 包装成分l Price价格l Quality 质量l
24、 Packages 包装l Styling 式样l Trademark 商标l Brand name 商标名称Support Services Component 支持服务成分l Deliveries 送货l Warranty 保证l Spare parts 零配件l Repair and maintenance 维修和保养l Installation 安装l Instructions 指导l 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l Mark
25、et-perceived quality 市场感知的质量l 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 consumers positive or negative perception of a product.简答：1. What are the three major components of a product? Discuss their
26、 importance to product adaptation. l its core, the physical product and all its functional featuresl the packaging component that includes the physical package in which the product is presented, as well as the brand name, trademark, styling and design features, price and quality levelsl the support
27、services component, which completes the product buyers receive and from which the 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）l Physical or mandatory adaptation l Products may have to change in a number of ways to meet the physical or mandatory requirement
28、s of a new market. eg. Legal, economic, political, technological, climate.l Green marketing adaptationl 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 deman
29、d for environmentally friendly products.l Cultural adaptationl A product is more than a physical item, it is a bundle of satisfactions(or utilities) that the buyer receives like primary function, psychological attributes, norms, values, behavior patterns.l Innovative products adaptationl From a soci
30、ological viewpoint, any idea perceived as new by a group of people is an innovation.3. The characteristics and barriers of services for consumers? 服务业全球营销的特点及障碍Characteristics: l Intangibility 无形性l Inseparability 不可分割性l Heterogeneity 不均匀性l Perishability 非持久性Barriers:l Protectionisml Controls on tran
31、sborder data flowl Protection of intellectual propertyl Cultural requirements for adaptation 4. Global Brands or National Brands?Economies of scale Development costsPromotion of a single brand product Building brand awareness Extensive media overlap Prestige image of the brand5. What are the influen
32、ces 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。l When the customer is aware
33、 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。l 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。l Ethnocentris
34、m 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。l 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。l One final generalization about COE
35、 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 demandcan be defined as demand dependent on another source. P2552. Pricequality relationship is an import
36、ant 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 90009004) originally designed by the International Orga
37、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 marketinga. Building
38、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 will
39、be especially important in most international markets where culture dictates stronger ties between people and companies.简答：1. Stages of development/industrialization?a. The traditional societyThe most important industrial demand will be associated with natural resources extraction.b. Preconditions f
40、or takeoffManufacturing is beginning. Primary needs will be related to infrastructure development.c. Takeoff Manufacturing of both semidurable and nondurable consumer goods has begun. Goods demanded relate to equipment and supplies to support manufacturing.d. Drive to maturityThese are industrialize
41、d 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 of mass consumptionThese are countries where design activities are going on and manufacturing techniques are being deve
42、loped, 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，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 cre
43、ating 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 seeking
44、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：1. Agent MiddlemenWork on sales in the commission and arrange for sales in the foreign country but do not take title to the merchandise.2. Merchant middlemenActually take title to manufacturers goo
45、ds and assume the trading risks, so they tend to be less controllable the agent middlemen.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 m
46、arketingP2835. Home-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。6. Direct selling 直销Sometimes called direct marketing, selling directly to the consumer through mail,
47、 by telephone, 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。7. Distribution process 分销过程Distribution process includes the physical handling and distribution of goods, the passage of ownership an
48、d the buying 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。8. 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 of middlemen.每个国家市