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）Chapter8DevelopingaGlobalVisionThroughMarketingResearch名解：1.MarketingresearchThesystematicgathering,recording,andanalyzingofdatatoprovideinformationusefultomarketing
2、decisionmaking.2.SecondarydataDatacollectedalreadybysomeotheragency,suchasgovernmentstatistics,NGOstatistics,etc.3.PrimarydataDatacollectedspecificallyfortheparticularresearchproject.4.ExpertopinionThekeyinusingexpertopiniontohelpinforecastingdemandistriangula
3、tion,thatiscomparingestimatesproducebydifferentsources.5.ParalleltranslationItisusedtoovercometheinaccuratetranslation,inwhichmorethantwotranslatorsareusedforthebacktranslation;resultsarecompared,differencesdiscussed,andthemostappropriatetranslationselected.6.
4、BacktranslationAquestionnaireistranslatedfromalanguagetoanother,asecondpartytranslatesitbackintotheoriginal,andthetwooriginallanguageversionsarecompared.简答：1.Discusstheproblemsofgatheringsecondarydatainforeignmarkets.Availabilityofdata资料的可获得性Thequantityandq
5、ualityofmarketing-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,whilet
6、axstructures(税收制度)andfearofthetaxcollectoroftenadverselyaffectdata.Comparabilityofdata资料的可比性Insomecountries,datacanbemanyyearsoutofdateorhavebeencollectedonaninfrequentschedule.Thoughsomecountriesarenowgatheringreliabledata,therearenohistoricaldatatocomp
7、arewiththecurrentinformation.2.WhataresomeproblemscreatedbylanguageandtheabilitytocomprehendthequestionsincollectingprimarydataHowcanaforeignmarketerovercomethesedifficultiesP195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？DifficultieslAbilitytocommunicateopinions表
8、达观点的能力lSamplinginfieldsurvey实地调查中的抽样lLanguageandcomprehension语言与理解lWillingnesstorespond.回答的意愿WaystoovercometheproblemsTheresearchermustpossessahighdegreeofculturalunderstandingofthemarketinwhichresearchisbeingconducted.研究人员应对所研究市场的文化有相当的理解。Acreativetalentforad
9、aptingresearchmethodsisnecessary.必须有修正研究结果的创造性能力3.ProblemsininternationalmarketingresearchlStemfromdifferencesamongcountrieslRangefrominabilityorunwillingnessofrespondentstocommunicatetheiropinionslInadequaciesinquestionnairetranslation4.Thescopeofinternationalmar
10、ketingresearchWhyisinternationalmarketingresearchgenerallybroaderinscopethandomesticmarketingresearchlEconomicanddemographiclCultural,sociologicalandpoliticalclimatelOverviewofmarketconditionslSummaryoftechnologicalenvironmentlCompetitivesituationlBecauseacountry
11、spoliticalstability,culturalattributesandgeographiccharacteristicsaresomeofthekindsofinformationnotordinarilygatheredbythedomesticmarketingresearchdepartment,buttheyarerequiredforasoundassessmentofaforeignmarket.5.TheprocessofinternationalresearchlDefinethe
12、researchproblemandestablishtheresearchobjectives.lDeterminethesourcesofinformationtofulfilltheresearchobjectiveslConsiderthecostsandbenefitsoftheresearcheffortlGathertherelevantdatafromsecondaryorprimarysources,orbothlAnalyze,interpretandsummarizetheresults
13、lEffectivelycommunicatetheresultstodecisionmakersChapter9Globalmarketingmanagement:PlanningandOrganization名解1.TacticalplanningTheprocessoftakingthestrategicplanandbreakingitdownintospecific,shorttermactionsandplans.(orpertainstospecificactionsandtothealloca
14、tionofresourcesusedtoimplementstrategicplanninggoalsinspecificmarkets)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.StrategicplanninglAnorganizationsprocessofdefiningits
15、strategy,ordirection,andmakingdecisionsonallocatingitsresourcestopursuethisstrategy,includingitscapitalandpeople.lVariousbusinessanalysistechniquescanbeusedinstrategicplanning,includingSWOTanalysis,GE/McKinseyportfolioanalysis,COPEanalysis,PESTanalysis,STEERa
16、nalysis,andEPISTEL.(oritisconductedbythehighestlevelsofmanagementanddealswithproducts,capital,researchandthelong-andshort-termgoalsofthecompany.)4.Licensing许可证协议lAmeansofestablishingafootholdinforeignmarketswithoutlargecapitaloutlays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。lAfavoritestrategyforsmallandmedium-sizedcompanies对于中小公司来说是个最好的战略。lLegitimatemeansofcapitalizingonintellectualpropertyinaforeignmarketl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lFranchiserprovidesastandardpackageofproducts,systems,andmanagementservices特许方提供产品，系统和管理
18、服务。lFranchiseprovidesmarketknowledge,capital,andpersonalinvolvementinmanagement。被特许方提供市场知识，资金和管理人员。lExpectedtobethefastest-growingmarket-entrystrategy有望成为发展最快的市场进入战略简答：1.DiscussthebenefitstoanMNCofacceptingtheglobalmarketconcept.Explainthethreepointsthatdefinea
19、globalapproachtointernationalmarketing.（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-matchingcompanyandcountryb.Definingtargetmarketsandadaptingthemarketingmixaccordinglyc.Developingt
20、hemarketingpland.ImplementandcontrolTheInternationalPlanningProcessP207Theentrymethods:(P210图)Chapter10ProductsandServicesforConsumers名解：1.GreenmarketingConcernstheenvironmentalconsequencesofavarietyofmarketingactivities.2.Diffusion新产品扩散Theprocessbywhichinnovation
21、spreads.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.Globa
22、lbrandsIdeallygivesthecompanyauniformworldwideimageandenhanceefficiencyandcostsavingswhenintroducingotherproductswiththebrandname.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。lTheInternetandothertechnologiesacceleratethepaceoftheglobalizationofbrandslIdeally
23、givesthecompanyauniformworldwideimagelBalancelAbilitytotranslate6.ProductComponentModelCoreComponents核心成分lPhysicalproducttheplatformthatcontainstheessentialtechnology物质产品即含有关键技术的平台lDesignfeatures设计特性lFunctionalfeatures功能特性PackagingComponent包装成分lPrice价格lQuality质量l
25、et-perceivedquality市场感知的质量lPerformancequality性能质量8.COE(country-of-origineffect):canbedefinedasanyinfluencethatcountryofmanufacture,assemblyordesignhasonaconsumerspositiveornegativeperceptionofaproduct.简答：1.WhatarethethreemajorcomponentsofaproductDiscusstheir
26、importancetoproductadaptation.litscore,thephysicalproductandallitsfunctionalfeatureslthepackagingcomponentthatincludesthephysicalpackageinwhichtheproductispresented,aswellasthebrandname,trademark,stylinganddesignfeatures,priceandqualitylevelslthesupport
27、servicescomponent,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）lPhysicalormandatoryadaptationlProductsmayhavetochangeinanumberofwaystomeetthephysicalormandatoryrequirement
28、sofanewmarket.eg.Legal,economic,political,technological,climate.lGreenmarketingadaptationlGreenmarketingconcernstheenvironmentalconsequencesofavarietyofmarketingactivities.Twocriticalissuesofitarethecontrolofthepackagingcomponentofsolidwasteandconsumerdeman
29、dforenvironmentallyfriendlyproducts.lCulturaladaptationlAproductismorethanaphysicalitem,itisabundleofsatisfactions(orutilities)thatthebuyerreceiveslikeprimaryfunction,psychologicalattributes,norms,values,behaviorpatterns.lInnovativeproductsadaptationlFromasoci
30、ologicalviewpoint,anyideaperceivedasnewbyagroupofpeopleisaninnovation.3.Thecharacteristicsandbarriersofservicesforconsumers服务业全球营销的特点及障碍Characteristics:lIntangibility无形性lInseparability不可分割性lHeterogeneity不均匀性lPerishability非持久性Barriers:lProtectionismlControlsontran
31、sborderdataflowlProtectionofintellectualpropertylCulturalrequirementsforadaptation4.GlobalBrandsorNationalBrandsEconomiesofscaleDevelopmentcostsPromotionofasinglebrandproductBuildingbrandawarenessExtensivemediaoverlapPrestigeimageofthebrand5.Whataretheinfluen
32、cesofCountry-of-originonbrands原产地对品牌的影响有哪些？CountryofOriginEffect(COE)canbedefinedasanyinfluencethatthecountryofmanufacture,assembly,ordesignhasonaconsumerspositiveornegativeperceptionofaproduct..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。lWhenthecustomerisaware
33、ofthecountryoforigin,thereisthepossibilitythattheplaceofmanufacturewillaffectproduct/brandimage.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。lConsumershavestereotypesaboutspecificcountriesandspecificproductcategoriesthattheyjudges”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。lEthnocentris
34、mcanalsohavecountry-of-origineffectssuchas“buylocal”effect.种族优越感也有原产地效应,如买国货。lCountriesarealsostereotypedonthebasisofwhethertheyareindustrialized,intheprocessofindustrializing,ordeveloping.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。lOnefinalgeneralizationaboutCOE
35、involvedfadsthatoftensurroundproductsfromparticularcountriesorregionsintheworld.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。Chapter11productsandservicesforbusiness名解：1.Deriveddemandcanbedefinedasdemanddependentonanothersource.P2552.Pricequalityrelationshipisanimport
36、antfactorinmarketingindustrialproducts.(Alackofuniversalstandardsisanotherproblemininternationalsalesofindustrialproducts)P259-P307要自己看书上3.ISO9000s,P261-P309了解一下aseriesoffiveinternationalindustrialstandards(ISO90009004)originallydesignedbytheInternationalOrga
37、nizationforStandardizationinGenevatomeettheneedforproductqualityassurancesinpurchasingagreements.(Theseriesdescribesthreequalitysystemmodels,definesqualityconcepts,andgivesguidelinesforusinginternationalstandardsinqualitysystem)4.Relationshipmarketinga.Building
38、long-termrelationshipwithcustomersisaviablestrategyforbusiness-to-businessmarketing.b.Itshiftsthefocusawayfrompricetoserviceandlong-termbenefits.c.Therewardisloyalcustomersthattranslateintosubstantiallong-termprofits.d.Focusinglong-termrelationshipbuildingwill
39、beespeciallyimportantinmostinternationalmarketswhereculturedictatesstrongertiesbetweenpeopleandcompanies.简答：1.Stagesofdevelopment/industrializationa.ThetraditionalsocietyThemostimportantindustrialdemandwillbeassociatedwithnaturalresourcesextraction.b.Preconditionsf
40、ortakeoffManufacturingisbeginning.Primaryneedswillberelatedtoinfrastructuredevelopment.c.TakeoffManufacturingofbothsemidurableandnondurableconsumergoodshasbegun.Goodsdemandedrelatetoequipmentandsuppliestosupportmanufacturing.d.DrivetomaturityTheseareindustrialize
41、dcountries.Theirfocusismoreonlow-costmanufacturingofavariedofconsumerandsomeindustrialgoods.Theybuyallcategoriesofindustrialproductsandservices.e.TheageofmassconsumptionThesearecountrieswheredesignactivitiesaregoingonandmanufacturingtechniquesarebeingdeve
42、loped,andtheyaremostlyserviceeconomies.2.Whytherearegreatermarketsimilaritiesamongindustrialgoodscustomersthanamongconsumergoodscustomers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？Firstistheinherentnatureoftheproduct:industrialproductsandservicesareusedintheprocessofcre
43、atingothergoodsandservices;consumergoodsareintheirfinalformandareconsumedbyindividualsand/orhouseholds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,themotiveorintentoftheusersdiffers:industrialconsumersareseekingprofits,whereastheultimateconsumersisseeking
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。254302Chapter12InternationalMarketingChannels名解：1.AgentMiddlemenWorkonsalesinthecommissionandarrangeforsalesintheforeigncountrybutdonottaketitletothemerchandise.2.MerchantmiddlemenActuallytaketitletomanufacturersgoo
45、dsandassumethetradingrisks,sotheytendtobelesscontrollabletheagentmiddlemen.3.Exportmanagementcompany(EMC)Isanimportantmiddlemanforfirmswithrelativelysmallinternationalvolumeorthoseunwillingtoinvolvetheirownpersonnelintheinternationalfunction.4.Complementarym
46、arketingP2835.Home-countrymiddlemen母国中间商Orcalleddomesticmiddlemen,locatedintheproducingfirmscountry,providemarketingservicesfromadomesticbase.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.Directselling直销Sometimescalleddirectmarketing,sellingdirectlytotheconsumerthroughmail,
48、dthebuyingandsellingnegotiationsbetweenproducersandmiddlemenandbetweenmiddlemenandcustomers.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.Distributionstructure分销结构Eachcountrymarkethasadistributionstructurethroughwhichgoodspassfromproducerstousersandwithinwhichthe
49、reareavarietyofmiddlemen.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。9.Import-orientedortraditionaldistributionstructure进口导向的或者是传统的分销结构Inthisstructure,animportercontrolsafixedsupplyofgoods,andthemarketingsystemdevelopsaroundthephilosophyofsellingalimitedsuppl
50、yofgoodsathighpricestoasmallnumberofaffluentcustomers.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。10.Tradingcompanies贸易公司Tradingcompaniesaccumulate,transport,anddistributegoodsfrommanycountries.贸易公司从许多国家购买运输和分销商品。11.Webb-PomereneExportAssociations，WPEA韦伯-波默雷恩出口联合会看书
51、了解28433012.MotivatingMiddlemen激励中间商288289看书了解13.Promotion促销297339看书了解即可14.Complementarymarketing补充营销Companieswithmarketingfacilitiesorcontactsindifferentcountrieswithexcessdistributioncapacityoradesireforabroaderproductlinesometimestakeonadditionallinesforint
52、ernationaldistribution;thoughtheformalnameforsuchactivitiesiscomplementarymarketing,itiscommonlycalledpiggybacking.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：3.传统渠道和各种中间商特征（P275-P282）Import-orienteddistributionstructure(ortraditional
53、distributionstructure):Inthisstructure,animportercontrolsafixedsupplyofgoods,andthemarketingsystemdevelopsaroundthephilosophyofsellingalimitedsupplyofgoodsathighpricestoasmallnumberofaffluentcustomers.1.6C标准（P285P287）/Whatarethefactorsaffectingchoiceofcha
54、nnels影响渠道选择的因素有哪些？2853311.Cost成本Thetwokindsofchannelcostare(1)thecapitalorinvestmentcostofdevelopingthechanneland(2)thecontinuingcostofmaintainingit.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。2.Capitalrequirements资本要求3.Control控制Themoreinvolvedacompanyiswiththedistribut
55、ion,themorecontrolitexerts.公司对分销活动参与的越多，它对分销的控制越大。4.coverage覆盖面Anothermajorgoalisfull-marketcoveragetogaintheoptimumvolumeofsalesobtainableineachmarket,secureareasonablemarketshare,andattainsatisfactorymarketpenetration.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
56、的市场渗透。5.character特点Thechannel-of-distributionsystemselectedmustfitthecharacterofthecompanyandthemarketsinwhichitisdoingbusiness.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。6.continuity连续性Channelsofdistributionoftenposelongevityproblems.Manufacturersmustattempttobuildbrandloyalt
57、ydownstreaminachannel.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。4.渠道管理内容(P287P289)a.Locatingmiddlemenb.SelectingmiddlemenScreening:Reputation,creditworthiness,marketserved,productscarried,numberofstores,storesizeagreementc.Motivatingmiddlemend.Controllingmiddlemene.TerminatingmiddlemenChapter13IntegratedMarketingCommunicationsandInternationalAdvertising名解1.Integratedmarketingcommunications（IMC）Arecomposedofadvertising,salespromotions,tradeshows,personalselling,directselling,andpublicrelationsalmostalla