? the support 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） ? Physical or mandatory adaptation
? 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 adaptation
? 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 demand for environmentally friendly products. ? Cultural adaptation
? 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. ? Innovative products adaptation
? From a sociological 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: ? Intangibility 无形性 ? Inseparability 不可分割性 ? Heterogeneity 不均匀性 ? Perishability 非持久性
Barriers: ? Protectionism
? Controls on transborder data flow ? Protection of intellectual property ? Cultural requirements for adaptation 4. Global Brands or National Brands?
Economies of scale Development costs
Promotion of a single brand product Building brand awareness Extensive media overlap Prestige image of the brand
5. What 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 consumer’s 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。
? 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 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。 ? 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：
1. Derived demand
can be defined as demand dependent on another source. P255
2. Price–quality 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
3. ISO 9000s, P261 --P309 了解一下
a series of five international industrial standards (ISO 9000–9004) originally 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 system)
4. Relationship marketing
a. Building 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 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 society
The most important industrial demand will be associated with natural resources extraction. b. Preconditions for takeoff
Manufacturing 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 maturity
These are 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. e. The age of mass consumption
These are countries where design activities are going on and manufacturing techniques are being developed, 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 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 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。 254 302
Chapter 12 International Marketing Channels
名解：
1. Agent Middlemen
Work on sales in the commission and arrange for sales in the foreign country but do not take title to the merchandise.
2. Merchant middlemen
Actually take title to manufacturers’ goods 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 marketing
P283
5. Home-country middlemen 母国中间商
Or called domestic middlemen, located in the producing firm’s 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, 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 and 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-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 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。
10. 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。
11. Webb-Pomerene Export Associations ，WPEA韦伯-波默雷恩出口联合会 看书了解284
330
12. Motivating Middlemen 激励中间商 288 289 看书了解 13. Promotion 促销 297 339 看书了解即可 14. 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 formal 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：
3. 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, 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.
1. 6C标准（P285—P287）/What are the factors affecting choice of channels?影响渠道选
择的因素有哪些？285 331 1. Cost 成本
The two kinds 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。 2. Capital requirements 资本要求 3. 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，它对分销的控制越大。 4. 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。 5. character 特点
The channel-of-distribution system selected 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。 6. 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。 4. 渠道管理内容(P287—P289)
a. Locating middlemen b. Selecting middlemen
Screening: Reputation, creditworthiness, market served, products carried, number of stores, store size agreement
c. Motivating middlemen d. Controlling middlemen e. Terminating middlemen