国际市场营销 名词解释 简答 及论述_24766.docxVIP

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 8Developing a Global Vision Through Marketing Research名解：Marketing researchThesystematic gathering,recording, and analyzing of data to provide information useful to marketing decision making.Secondary dataData collected already by some other agency, such as government statistics, NGO statistics, etc.Primary dataData collected specifically for the particular research project.Expert opinionThe key in using expert opinion to help in forecasting demand is triangulation, that is comparing estimates produce by different sources.Parallel translationIt 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.Back translationA 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：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of the tax collector often adversely affect data.Comparability of data 资料的可比性In some countries, data can be many years out of date or have been collected on an infrequent schedule.Though some countries are now gathering reliable data, there are no historical data to compare with the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.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