山东财经大学国际营销(双语)期末重点.pdf

国际营销 （双语）期末考点 考试时间：2016年7月7 日 10:40-12:20 考试地点：1-308 考试题型：单选 10×1 判断并改错 5×3 名词解释 5×4 简答 5×6 论述 1×10 案例分析 1×15 第一章 The Scope and Challenge of International Marketing 一、名词解释 1、international marketing 国际市场 Internationalmarketingistheperformanceofbusinessactivitiesdesignedtoplan, price,promote,anddirect theflow ofacompanysgoodsand servicetoConsumer or usersinmorethan onenation for aprofit. 2、uncontrollable elements 不可控因素 Theelementsof businessenvironment whichbeyondthecontrol ofcompanies. 3、SRC Self-Reference Criterion 自我参展标准 An unconsciousreferenceto onesown culturalvalues, experiences,andknowledge asabasisfor decision. 4、Global Awareness 全球意识 Tolerance of cultural difference and knowledge of cultures, history, world market potential,andglobal economic,social,andpoliticaltrends. 二、简答 2、“. . . the marketer’s task is the same whether applied in Dime Box, Texas, or Dar es Salaam, Tanzania.”Discuss. The only difference between domestic marketing and international marketing is that the activities take place in more than one country. Therefore, the marketing task is the same throughout the world.As the business’s goal is same in different place, which is to make profit by promoting, pricing, and distributing products for which there is a market. In the other word, the task never change, which are deal with controllable elements and uncontrollable elements. 4、Discuss the four phases of international marketing involvement. 国际市场营销的四个阶段 Thefirstphaseisdomesticfirmswhichhavenoforeignbusinessactivity exceptthose salesmadetoforeign customerswhocomedirectlytothefirm. The secondisdomesticfirmswhichhavetemporary surpluseswhich are soldabroad on an availabilitybasiswithnointention for continuingmarketrepresentation. The third is the domestic firms that have permanent productive capacity which is used to produce goods which are sold on a continuing basis in foreign markets. The four