江苏理工高杰国际市场营销考试答案.docVIP

江苏理工高杰国际市场营销考试答案

国际市场营销

conceptanalysis(营销特点)：

①Marketingistheactivityofinnovation

②Marketingistheprocesstosatisfythedemandofconsumers

③Marketingistheprocessofthemanagement

④Marketingisthebridgebetweenthesocietyandenterprise

⑤Marketingistheuniqueactivityforhumanbeings

2.aglobalfirm’smanagement(一个全球性公司的管理基本条件)：

(1)Searchesformarketopportunitiesintheworld,threatsfromcompetitors,sourcesofproducts,rawmaterials,andfinancing,personnel.Inotherwords,ithasglobalvision.

(2)Seekstomaintainapresenceinthekeymarket.

(3)Looksforsimilarities,notdifferences,amongmarkets.Thisisbecauseallofthemarketingoperationrequiresthecompaniestoinvesttheresourcesandfamiliarmarketscanreducetheexpendituresforthecompanyandmaketheoperationeasier.

3.fourforcestopromoteglobalization(全球化四大推动力量)

(1)Thedevelopmentofthemodernscienceandtechnology,especiallyadvancesincomputerandcommunicationstechnologypermitanincreasingflowofideasandinformationacrossborders,enablingcustomerstolearnaboutforeigngoods.

（2）Theprogressivereductionofbarrierstoinvestmentandtradebymostgovernmentsishasteningtheopeningofnewmarketsbyinternationalfirmsthatarebothexportingtothemandbuildingproductionfacilitiesforlocalmanufacture.

（3）Thereisatrendtowardtheunificationandsocializationoftheglobalcommunities.

(4)Moreandmoregovernmentsrealizethemostimportantmissionforthemistopromotetheeconomicdevelopmentandimprovethedomesticlivingstandardandiftheywanttoreachthegoaltheyhavetouseforeignresources.Cooperationistheonlywaytoachievethe

要的生产要素,这是为什么？)

（1）nocountrycanprovideallofthenatureresourcesforitseconomicdevelopment.

（2）thecompaniesmaylackenoughcapitalandadvancedtechnologies.

（3）thecompaniescangetmorebusinessinformation.

Thetwoexceptions-JapanandtheUnitedStates.(日本和美国贸易方向不一样产生的原