Global_Mareting复习.doc

part I multiple choice part II 名词解释 part III True or False part IV 问答题 part V case study 给学生划定范围如下： Introduction, chapter2, chapter 3, chapter 5, chapter 6, chapter 8, chapter9, chapter 10, chapter11 名词解释和问答题 chapter1: value chain, competitive advantage, global marketing strategy, discussion questions: 1,5,7 chapter2: product saturation levels discussion question:1 chapter3: high-or low-context; diffusion of innovations; environmental sensitivity; Hofstedes cultural typology discussion questions:1,2,3 chapter 5: discussion question:4;6 chapter6 segmentation, targeting, positioning discussion question: 1;3 chapter8: global brands, brand equity, packaging, country-of-origin effect; discussion question:2,6 chapter9: market skimming; market penetration, market holding; dumping; discussion question:1,2,7 chapter10: channel of distribution; physical distribution; global retailing discussion question: 2;4 chapter11: integrated marketing communications What are the basic goals of marketing? Are these goals relevant to global marketing? Describe some of the global marketing strategies available to companies. Give examples of companies that use the different strategies. Describe the difference between ethnocentric, polycentric, regiocentric, and geocentric management orientations Define leverage and explain the different types of leverage utilized by companies with global operations. a manufacturer of satellite dishes is assessing the world market potential for his products. He asks you if he should consider developing countries as potential markets. How would you advise him? Explain the difference between market capitalism, centrally planned capitalism, centrally planned socialism, and market socialism. Give an example of a country that illustrates each type of system. What are some of the elements that make up culture/ how do these find expression in your native culture? What is the difference between a low-context culture and a high-context culture?