国际市场营销 名词解释 简答 及论述.docx

国际市场营销 名词解释 简答 及论述.docx

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国际市场营销名词解释简答及论述

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）

Chapter8DevelopingaGlobalVisionThroughMarketingResearch

名解：

1.Marketingresearch

Thesystematicgathering,recording,andanalyzingofdatatoprovideinformationusefultomarketingdecisionmaking.

2.Secondarydata

Datacollectedalreadybysomeotheragency,suchasgovernmentstatistics,NGOstatistics,etc.

3.Primarydata

Datacollectedspecificallyfortheparticularresearchproject.

4.Expertopinion

Thekeyinusingexpertopiniontohelpinforecastingdemandistriangulation,thatiscomparingestimatesproducebydifferentsources.

5.Paralleltranslation

Itisusedtoovercometheinaccuratetranslation,inwhichmorethantwotranslatorsareusedforthebacktranslation;resultsarecompared,differencesdiscussed,andthemostappropriatetranslationselected.

6.Backtranslation

Aquestionnaireistranslatedfromalanguagetoanother,asecondpartytranslatesitbackintotheoriginal,andthetwooriginallanguageversionsarecompared.

简答：

1.Discusstheproblemsofgatheringsecondarydatainforeignmarkets.

Availabilityofdata资料的可获得性

Thequantityandqualityofmarketing-relateddataisnotavailableinmanycountries.

Eveninsomecountries,substantialdatacollectionhasbeeninitiated（开始收集）onlyrecently.

Reliabilityofdata资料的可靠性

Officialstatistics（官方数据）aresometimestoooptimistic（乐观的），reflectingnationalprideratherthanreality,whiletaxstructures（税收制度）andfearofthetaxcollectoroftenadverselyaffectdata.

Comparabilityofdata资料的可比性

Insomecountries,datacanbemanyyearsoutofdateorhavebeencollectedonaninfrequentschedule.

Thoughsomecountriesarenowgatheringreliabledata,therearenohistoricaldatatocomparewiththecurrentinformation.

2.Whataresomeproblemscreatedbylanguageandtheabilitytocomprehendthequestionsincollectingprimarydata?

Howcanaforeignmarketerovercomethesedifficulties?

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

●Abilitytocommunicateopinions表达观点的能力

●Samplinginfieldsurvey实地调查中的抽样

●Languageandcomprehension语言与理解

●Willingnesstorespond.回答的意愿

Waystoovercometheproblems

Theresearchermustpossessahighdegreeofculturalunderstandingofthemarketinwhichresearchisbeingconducted.

研究人员应对所研究市场的文化有相当的理解。

Acreativetalentforadaptingresearchmethodsisnecessary.

必须有修正研究结果的创造性能力

3.Problemsininternationalmarketingresearch

●Stemfromdifferencesamongcountries

●Rangefrominabilityorunwillingnessofrespondentstocommunicatetheiropinions

●Inadequaciesinquestionnairetranslation

4.Thescopeofinternationalmarketingresearch?

Whyisinternationalmarketingresearchgenerallybroaderinscopethandomesticmarketingresearch?

●Economicanddemographic

●Cultural,sociologicalandpoliticalclimate

●Overviewofmarketconditions

●Summaryoftechnologicalenvironment

●Competitivesituation

●Becauseacountry’spoliticalstability,culturalattributesandgeographiccharacteristicsaresomeofthekindsofinformationnotordinarilygatheredbythedomesticmarketingresearchdepartment,buttheyarerequiredforasoundassessmentofaforeignmarket.

5.Theprocessofinternationalresearch?

●Definetheresearchproblemandestablishtheresearchobjectives.

●Determinethesourcesofinformationtofulfilltheresearchobjectives

●Considerthecostsandbenefitsoftheresearcheffort

●Gathertherelevantdatafromsecondaryorprimarysources,orboth

●Analyze,interpretandsummarizetheresults

●Effectivelycommunicatetheresultstodecisionmakers

Chapter9Globalmarketingmanagement:

PlanningandOrganization

名解

1.Tacticalplanning

Theprocessoftakingthestrategicplanandbreakingitdownintospecific,shorttermactionsandplans.（orpertainstospecificactionsandtotheallocationofresourcesusedtoimplementstrategicplanninggoalsinspecificmarkets）

2.Corporateplanning公司计划

Corporateplanningisessentiallylongterm,incorporatinggeneralizedgoalsfortheenterprisesasawhole.

公司计划是长远的，包含整合公司的总目标。

3.Strategicplanning

●Anorganization'sprocessofdefiningitsstrategy,ordirection,andmakingdecisionsonallocatingitsresourcestopursuethisstrategy,includingitscapitalandpeople.

●Variousbusinessanalysistechniquescanbeusedinstrategicplanning,includingSWOTanalysis,GE/McKinseyportfolioanalysis,COPEanalysis,PESTanalysis,STEERanalysis,andEPISTEL.

（oritisconductedbythehighestlevelsofmanagementanddealswithproducts,capital,researchandthelong-andshort-termgoalsofthecompany.）

4.Licensing许可证协议

●Ameansofestablishingafootholdinforeignmarketswithoutlargecapitaloutlays

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。

●Afavoritestrategyforsmallandmedium-sizedcompanies

对于中小公司来说是个最好的战略。

●Legitimatemeansofcapitalizingonintellectualpropertyinaforeignmarket

●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

●Franchiserprovidesastandardpackageofproducts,systems,andmanagementservices特许方提供产品，系统和管理服务。

●Franchiseprovidesmarketknowledge,capital,andpersonalinvolvementinmanagement。

被特许方提供市场知识，资金和管理人员。

●Expectedtobethefastest-growingmarket-entrystrategy有望成为发展最快的市场进入战略

简答：

1.DiscussthebenefitstoanMNCofacceptingtheglobalmarketconcept.Explainthethreepointsthatdefineaglobalapproachtointernationalmarketing.（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.Thebenefitsofglobalmarketing全球营销的好处:

2.Theprocessofplanning:

a.Preliminaryanalysisandscreening-matchingcompanyandcountry

b.Definingtargetmarketsandadaptingthemarketingmixaccordingly

c.Developingthemarketingplan

d.Implementandcontrol

TheInternationalPlanningProcessP207

Theentrymethods:

（P210图）

Chapter10ProductsandServicesforConsumers

名解：

1.Greenmarketing

Concernstheenvironmentalconsequencesofavarietyofmarketingactivities.

2.Diffusion新产品扩散

Theprocessbywhichinnovationspreads.革新扩散的过程。

3.Innovation革新

Fromasociologicalviewpoint,anyideaperceivedasnewbyagroupofpeopleisaninnovation

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.Producthomologation产品同化

isusedtodescribethechangesmandatedbylocalproductandservicestandards.

用来描述由当地产品和服务标准强制要求的改动。

5.Globalbrands

Ideallygivesthecompanyauniformworldwideimageandenhanceefficiencyandcostsavingswhenintroducingotherproductswiththebrandname.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。

●TheInternetandothertechnologiesacceleratethepaceoftheglobalizationofbrands

●Ideallygivesthecompanyauniformworldwideimage

●Balance

●Abilitytotranslate

6.ProductComponentModel

CoreComponents核心成分

●Physicalproduct——theplatformthatcontainstheessentialtechnology

物质产品即含有关键技术的平台

●Designfeatures设计特性

●Functionalfeatures功能特性

PackagingComponent包装成分

●Price价格

●Quality质量

●Packages包装

●Styling式样

●Trademark商标

●Brandname商标名称

SupportServicesComponent支持服务成分

●Deliveries送货

●Warranty保证

●Spareparts零配件

●Repairandmaintenance维修和保养

●Installation安装

●Instructions指导

●Otherrelatedservices其他相关服务

7Quality质量

Qualitycanbedefinedontwodimensions:

质量可以从两个方面来定义

●Market-perceivedquality市场感知的质量

●Performancequality性能质量

8.COE（country-of-origineffect）:

canbedefinedasanyinfluencethatcountryofmanufacture,assemblyordesignhasonaconsumer’spositiveornegativeperceptionofaproduct.

简答：

1.Whatarethethreemajorcomponentsofaproduct?

Discusstheirimportancetoproductadaptation.

●itscore,thephysicalproductandallitsfunctionalfeatures

●thepackagingcomponentthatincludesthephysicalpackageinwhichtheproductispresented,aswellasthebrandname,trademark,stylinganddesignfeatures,priceandqualitylevels

●thesupportservicescomponent,whichcompletestheproductbuyersreceiveandfromwhichthebundleofsatisfactionsreceivedarederived.（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）

●Physicalormandatoryadaptation

●Productsmayhavetochangeinanumberofwaystomeetthephysicalormandatoryrequirementsofanewmarket.eg.Legal,economic,political,technological,climate.

●Greenmarketingadaptation

●Greenmarketingconcernstheenvironmentalconsequencesofavarietyofmarketingactivities.Twocriticalissuesofitarethecontrolofthepackagingcomponentofsolidwasteandconsumerdemandforenvironmentallyfriendlyproducts.

●Culturaladaptation

●Aproductismorethanaphysicalitem,itisabundleofsatisfactions（orutilities）thatthebuyerreceiveslikeprimaryfunction,psychologicalattributes,norms,values,behaviorpatterns.

●Innovativeproductsadaptation

●Fromasociologicalviewpoint,anyideaperceivedasnewbyagroupofpeopleisaninnovation.

3.Thecharacteristicsandbarriersofservicesforconsumers?

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

●Controlsontransborderdataflow

●Protectionofintellectualproperty

●Culturalrequirementsforadaptation

4.GlobalBrandsorNationalBrands?

EconomiesofscaleDevelopmentcosts

PromotionofasinglebrandproductBuildingbrandawareness

ExtensivemediaoverlapPrestigeimageofthebrand

5.WhataretheinfluencesofCountry-of-originonbrands?

原产地对品牌的影响有哪些？

CountryofOriginEffect（COE）canbedefinedasanyinfluencethatthecountryofmanufacture,assembly,ordesignhasonaconsumer’spositiveornegativeperceptionofaproduct..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。

●Whenthecustomerisawareofthecountryoforigin,thereisthepossibilitythat