Chapter 13 Integrated Marketing Communications and International Advertising
名解
1. Integrated marketing communications（IMC）
Are composed of advertising, sales promotions, trade shows, personal selling, direct selling, and public relations—almost all are included in the Barbie campaign described in the Global Perspective. 2. Public relations
Creating good relationships with the popular press and other media to help companies communicate messages to their publics—customers, the general public, and governmental regulators—is the role of public relations. 3. Sales promotion
Are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation 4. Crisis PR
The job of PR consists of not only encouraging the press to cover positive stories about companies, but also of managing unfavorable rumors, stories, and events.
简答:
1. Outline some of the major problems confronting an international advertiser.（国际广
告的障碍，不是很全面，要参考课本） ? Of all the elements of the marketing mix, decisions involving advertising are the ones most
often affected by cultural differences among country markets. Consumers reflect their culture, its style, feelings, value systems, attitudes, beliefs, and perceptions. Since advertising’s function is to ―interpret or translate the need/want satisfying qualities of product and services in terms of consumer needs, wants, desires, and aspirations,‖ the emotional appeals, symbols, persuasive approaches and other characteristics of an advertisement must coincide with cultural norms to be effective. ? Reconciling international advertising and sales promotion effort with cultural uniqueness of
markets is the challenge confronting the international or global marketer. The global advertiser is confronted with legal and tax considerations, language limitations, media limitation and production and cost limitations. These limitations must all be dealt with effectively if a company is to have an effective advertisement.
a. Legal constraints b. Linguistic limitations c. Cultural diversity d. Media limitations
e. Production and cost limitations
2. 国际广告的决策过程和步骤。
Steps of ad:
a. Perform marketing research
b. Specify the goals of communication
c. Develop the most effective messages for market segment selected d. Select effective media
e. Compose and secure a budget based on what is required to meet goals. f. Execute the campaign
g. Evaluate the campaign relative to the goals specified.
Process of ad:
a. An information source b. Encoding
c. A message channel d. Decoding e. Receiver f. Feedback g. noise
Types of sales promotion? a. cents-off
b. in-store demonstrations c. samples d. coupons e. gifts
f. product tie-ins g. contests h. sweepstakes
i. sponsorship of special events j. point-of –purchase displays
3. The international communications process consists of the following:国际沟通过程由以
下部分组成：
1 an information source 信息源 。 2 encoding 编码
3 a message channel 信息渠道 4 decoding 解码 5 receiver 接收者 6 feedback 反馈 7 noise 噪声
Chapter 14 Personal Selling and Sales Management
名解：
1. Expatriate 外派人员
P331 The expatriate salesperson may have the advantages of greater technical training, better knowledge of the company and its product line , and proven dependability.
外派人员可能接受过更多的技术训练，更加了解公司情况以及产品线，而且忠实可靠，经得起考验。
2. Separation allowance 分居津贴
If the family doesn’t go along ,the expatriates may get separation allowance for a short-term assignment.
如果外派人员的家属不能一起去，则外派人员执行短期任务可获得分居津贴 3. Virtual expatriates 虚拟外派人员
They manage operation in other countries but do not move there. 虚拟外派人员管理国外的工作 但是并不搬到那里去。 4. Repatriation 遣送回国
P342 385 简答:
1. Expatriate（外派人员）：With the increasing volume of world trade, the number of
companies relying on expatriate personnel is increasing as well
When products are highly technical, or when selling requires an extensive background of information and applications, an expatriate sales force is the best choice
The chief disadvantages of an expatriate sales force are:
? the high cost
? cultural and legal barriers and
? the limited number of high-caliber personnel willing to live abroad for extended
periods
The chief advantage of an expatriate sales of force are:
? Greater technical training
? Better knowledge of the company and its product line ? Proven dependability
? Employees are reluctant to go abroad for many reasons:
? Some find it difficult to uproot families for a two- or three-year assignment
? increasing numbers of dual career couples often require finding suitable jobs for
spouses and
? many executives believe such assignments impede their subsequent promotions
at home
2. Virtual Expatriates（虚拟外派人员）
The Internet and other advances in communications technologies are creating a new breed of expatriate, the virtual one.
3. local nationals：The historical preference for expatriate managers and salespeople from
the home country is giving way to a preference for local nationals
? This preference is because they can transcend both cultural and
legal barriers
They cost less to maintain than a staff of expatriates in some places
The disadvantages of hiring local nationals are:
? the tendency of headquarters personnel to ignore their advice.
? their influence is often reduced by their limited English, communication skills
and lack of understanding of home-office politics ? their lack of availability
4. third-country nationals
? The internationalization of business has created a pool of third-country nationals (TCNs), expatriates from their own countries working for a foreign company in a third country
? The TCNs are a group whose nationality has little to do with where they work or for whom
? American companies often seek TCNs from other English-speaking countries to avoid the double taxation costs of their American managers 5. Motivating Sales Personnel
Motivation is complicated because the firm is dealing with different cultures, sources, and philosophies
National differences must always be considered in motivating the marketing force A manager must be extremely sensitive to the personal behavior patterns of employees due to cultural differences
Individual incentives that work effectively in the United States can fail completely in other cultures.
6. Standard and matters needing attention of selecting expatriates .选择外派人员的标
准和注意事项。334 377 Standards
1. Maturity . They must work more independently than their domestic counterparts. 成熟。他们与国内同行相比，不许具有更加独立的工作能力。 2. emotional stability.稳定的情绪
3. breadth of knowledge. The ability to speak one or more other languages is always
preferable.知识面广。最好还会一门或者多门外语。 4. a positive outlook.积极乐观的态度。
5. a high level of flexibility.很强的适应能力。 6. the ability of cultural empathy .文化移情能力 7. be energetic and enjoy travel.精力充沛 喜欢旅行 matters needing attention
company should not overselling the assignment, showing the bright side of the picture, and not warning about the bleak side.
公司不应该夸大海外工作的好处，只谈有利的一面，而不提及不利的一面。
Chapter 15 Pricing for International Markets
名解：
1. Parallel market 平行市场
The possibility of a parallel market occurs whenever price differences are greater than the cost of transportation between two markets.
只要两个市场间的价格差异大于运输成本，平行市场就有可能存在。
2. Skimming 撇脂定价法
A company uses skimming when the objective is to reach a segment of the market that is relatively price insensitive and thus willing to pay a premium price for the value received. 当公司的目的是进入一个价格弹性小，消费者愿意为获得产品价值而支付高价的细分市场时，可以采用撇脂定价法 3. Cartel 卡特尔
A Cartel exists when various companies producing similar products or services work together to control markets for the types of goods and services they produce.
科特尔是生产同类产品的不同公司为了控制其产品的销售市场而进行的合作。 4. Administered pricing 管制定价
Is an attempt to establish prices for an entire market . Such prices may be arranged through the cooperation of competitions; through national, state, or local governments; or by international agreement.
管制定价试图为整个市场制定价格。这种价格可能是通过与竞争者的合作，或者通过一国的中央政府或者地方政府，或者通过国际性协议来制定的。 5. Countertrade反向贸易
Is a price tool that every international marketer must be ready to employ, and the willingness to accept a countertrade will often give the company a competitive advantage.
每一位国际营销者都必须随时准备采用反向贸易这一定价工具，乐于接受反向贸易常常会给企业带来竞争优势。 6. Price Escalation 价格升级
Excess profits exist in some international markets, but generally the cause of the disproportionate difference in price between the exporting country and importing country , here termed price escalation is the added costs incurred as a result of exporting products from one country to another.
在一些国家市场上，超额利润是存在的，但导致出口国与进口国之间价格不成比例的差异，这里称之为价格升级，通常是因为产品型一个国家出口到另一个国家的过程中附加了许多成本。
7. Exclusive distribution 专营
A practice often used by companies to maintain high retail margins to encourage retailers to provide extra service to customers, to stock lager assortments, or to maintain the exclusive-quality image of a product, can create a favorable condition for parallel importing. 专营是公司为鼓励零售商提供额外服务给顾客，增加存货，维护专营产品的质量形象而给予加大的零售差价的做法，这种做法为平行进口提供了便利。 8. Gray market 灰色市场
P353 397