国际市场营销.docxVIP

国 际 市 场 营 销（双语） International Marketing （Bilingual） 2006 级 国贸 期末考试题 ( A ) 一、名词解释 Explanation ( 中文、英文解释均可；每题 2 分) SWOT； 市场调研； 全球当地化战略；商务谈判； 国际招标二、填空 （Filling Blanks；每空 2 分） According to Philip Kotler’family tree theory of the ( ) development, the philosophy is regarded as ( ); economics as ( ); mathematics as ( ); performing science as ( ) 三、解答 ( Answer the following question in English. Special words could be in Chinese. 个别词汇可以用中文替代) What are the features of the marketing strategy? What does a marketing strategy mean? 说明营销战略的特征并解释营销战略的意义所在。 What are the elements in the Marketing Mix in modern concept? 从现代意义讲，营销组合的构成要素都有哪些？ What is the most important element in the Marketing Mix based on your own understanding， and why? 根据你的理解，哪一个是营销组合中最重要的因素？为什么？ What is the definition for Marketing described in class? 本课程中是如何对市场营销定义的？ What is your understanding by now about the relationship of natural ecology and marketing ecology? 你如何理解自然生态学与营销生态学之间的关系？ What are the factors that might influence a companys marketing plan? 哪些因素可能会影响一个公司的营销计划？ What are the main steps in marketing research process? 市场调研过程中的主要步骤是什么？ Explain the GLOCAL strategy in international business terms. 从国际商务的角度，如何解释 GLOCAL 战略？ 四、思考题 ( Thinking about the following question and write down your opinion) How do you think about the opinion that multinational could interfere the political life in the countries where they do business? 有人认为跨国公司会干预客国的政治事务。你如何看待这样的观点? 用英语回答以下试题，个别生词可以使用中文替代（每题10分）： Describe the importance of the international marketing. 谈谈国际营销的重要性。 What is the most important element in the Marketing Mix based on your own understanding， and why? 根据你的理解，哪一个是营销组合中最重要的因素？为什么？ What is the definition for Marketing and why should the Marketing Mix be re- visited? 市场营销定义是什么？为什么要重新回顾营销组合？ Analyze the features of a marketing strategy 分析营销战略的特征。 For what reasons would the companies go multinational? 企业为什么要走向跨国经营？ In what ways, the multinational companies implement the GLOCAL strategy (give examples, if possible)? 跨