全球营销管理复习资料.docVIP

全球营销管理复习资料 名词解释 Positioning : It is the location of your product in the mind of your customer .p202 Psychographic segmentation: It is grouping people in term of their attitudes, values and Iifestyle.p195 Intern ati onal product: products are offered in mult in ati on al, regi onal markets . p334 Dump ing: As the sale of an imported product at a price lower tha n that no rmally charged in a domestic market or country of origin. P371 Selling products in a foreign country at lower prices than those charged in the producing country Ethnocentric orientation: Home country is superior; sees similarities in foreign countries. p12 Geographic segmentation: is dividing the world into geographic subsets. p192 Transfer pricing: refers to the pricing of goods and services bought and sold by operat ing un its or divisi ons of a sin gle compa ny. p373 Market allocation: relies on consumers to allocate resources.P33 National products : Products are offered in a single national market. p333 Self-referenee criterion: the unconsciou referenee to one own cultural values. P79 Polycentric orientation: Views each hos country is uniq ue; sees differe nces in foreign countries. p12 Geocentric orientation: worldview; see similarities and differences in home and host coun tries.P13 IV.简答题 Identify some of the environmental in flue nces on global pric ing decisi ons. P359 Global marketers must deal with a number of en vir onmen tal con siderati ons whe n making pricing decisions .Among these are currency fluctuati on s, i nflati on, gover nment con trols and subsidies, competitive behavior, and market dema nd. Some of these factors work in conjun cti on with others; for example」nflatio n may be accompa nied by gover nment con trols. Briefly describe various comb in ati ons of product/communication strategies available to global marketers. When is it appropriate to use each? P346 Strategy 1 :product /comm uni cati on extension .is a strategy selling the same product with the same promotional app