国际营销考试部分.docVIP

Chapter 1 Key Terms International marketing:It is the performance of business activities designed to plan,price,promote and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit. 国际市场:对业务活动的性能设计计划、价格、促进和引导公司的商品和服务的消费者或用户在多个国家来获利。 Self-reference criterion:It is an unconscious reference to one’s own cultural values,experiences,and knowledge as a basis for decisions. 自我参照标准:它是一种无意识的参照自己的文化价值观,经验和知识为基础的决策。 Global awareness:It involves knowledge of world market potentials and global economic,social,and political trends. 全球意识:它涉及到知识的世界市场潜力和全球经济,社会和政治趋势。 Uncontrollable elements:They are precisely that,the marketer must actively evaluate and,if needed,adapt. 无法控制的元素:他们正是,营销人员必须积极评估,如果需要,适应。 Discuss How can the increased interest in international marketing on the part of U.S. Firms be explained?如何增加对国际市场的美国公司解释吗? Increased interest has been brought about because of changing competitive structures,coupled with shifts in demand characteristics through out the world.The U.S.market has reached saturation levels for many products,and increasing numbers of firms are faced with surpluses which must be sold.Also,many firms find that return on investment may be higher in foreign markets than in domestic markets.Finally,more and more firms realize the tomorrows markets will be world markets and it is imperative that they establish world market positions early. 增加兴趣已经带来了,因为改变竞争结构,加上世界各地的需求特性的变化。美国许多产品市场已经达到饱和,越来越多的公司正面临着盈余必须出售。同时,许多公司发现,在海外市场投资回报率可能高于国内市场。最后,越来越多的公司意识到明天市场将世界市场,当务之急是建立世界市场地位。 Discuss the four phases of international marketing involvement. 国际市场营销的四个阶段的参与讨论。 1)Those domestic firms which have no foreign business actively except those sales made to foreign customers who come directly to the firm. 那些没有外国企业的国内企业积极除直接销售为外国客户来公司。 2)Domestic firms which have temporary surpluses which are sold abroad.Therefore,sales are made on an actively basis with little or no intention for continuing market representation. 国内公