江苏理工高杰国际市场营销考试.答案~.docVIP

- 国际市场营销 concept analysis(营销特点)： ①Marketing is the activity of innovation ②Marketing is the process to satisfy the demand of consumers ③Marketing is the process of the management ④Marketing is the bridge between the society and enterprise ⑤Marketing is the unique activity for human beings 2. a global firm’s management(一个全球性公司的管理基本条件)： (1) Searches for market opportunities in the world, threats from competitors, sources of products, raw materials, and financing, personnel. In other words, it has global vision. (2)Seeks to maintain a presence in the key market. (3)Looks for similarities, not differences, among markets. This is because all of the marketing operation requires the companies to invest the resources and familiar markets can reduce the expenditures for the company and make the operation easier. 3.four forces to promote globalization(全球化四大推动力量) (1)The development of the modern science and technology, especially advances in computer and communications technology permit an increasing flow of ideas and information across borders, enabling customers to learn about foreign goods. （2）The progressive reduction of barriers to investment and trade by most governments is hastening the opening of new markets by international firms that are both exporting to them and building production facilities for local manufacture. （3）There is a trend toward the unification and socialization of the global communities. (4)More and more governments realize the most important mission for them is to promote the economic development and improve the domestic living standard and if they want to reach the goal they have to use foreign resources. Cooperation is the only way to achieve the target. 4.Bussiness Week surveyed these companies and found that they had the following characteristics：（跨国公司的共同特点） Characteristics of the international companies. Products are often unique because of their technology, design, or cost. Sharply focused. Their goal is to be first or second globally i