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 research
The systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making.
2. Secondary data
Data collected already by some other agency, such as government statistics, NGO statistics, etc.
3. Primary data
Data collected specifically for the particular research project.
4. Expert opinion
The key in using expert opinion to help in forecasting demand is triangulation, that is comparing estimates produce by different sources.
5. Parallel translation
It 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. Back translation
A 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 quality 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 tax 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In some countries, data can be many years out of date or have been collected on an infrequent schedule.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 compare 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？
? ? ? ?
Difficulties
Ability to communicate opinions 表达观点的能力 Sampling in field survey 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 problems
The 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 necessary. 必须有修正研究结果的创造性能力
3. Problems in international marketing research
? Stem from differences among countries
? Range from inability or unwillingness of respondents to communicate their opinions ? Inadequacies in questionnaire translation
4. The scope of international marketing research? Why is international marketing research generally broader in scope than domestic marketing research?
? ? ? ? ? ?
Economic and demographic
Cultural, sociological and political climate Overview of market conditions
Summary of technological environment Competitive situation
Because a country’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?
? Define the research problem and establish the research objectives.
? ? ? ? ?
Determine the sources of information to fulfill the research objectives Consider the costs and benefits of the research effort
Gather the relevant data from secondary or primary sources, or both Analyze, interpret and summarize the results
Effectively communicate the results to decision makers
Chapter 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 allocation 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 planning
? An organization's process of defining its strategy, or direction, and making decisions on
allocating its resources to pursue 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 deals with products, capital, research and the long-and short-term goals of the company.) 4. 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 means 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。
5. 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，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：
1. 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 marketing全球营销的好处:
2. The process of planning:
a. Preliminary analysis and screening-matching company and country b. Defining target markets and adapting the marketing mix accordingly c. Developing the marketing plan d. Implement and control
The International Planning ProcessP207 The entry methods: (P210 图)
Chapter 10 Products and Services for Consumers
名解：
1. Green marketing
Concerns the environmental consequences of a variety of marketing activities. 2. Diffusion 新产品扩散
The process by which innovation 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. Global brands
Ideally 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。 ? The Internet and other technologies accelerate the pace of the globalization of brands ? Ideally gives the company a uniform worldwide image ? Balance
? Ability to translate
6. Product Component Model Core Components 核心成分
? Physical product——the platform 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 ? Installation 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’s positive or negative perception of a product.
简答：
1. What are the three major components of a product? Discuss their importance to
product adaptation.
? its core, the physical product and all its functional features
? 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 levels