2022年江苏理工高杰国际市场营销考试答案.docx
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1、精品学习资源国际市场营销1. concept analysis营 销特点 :Marketing is the activity of innovationMarketing is the process to satisfy the demand of consumersMarketing is the process of the managementMarketing is the bridge between the society and enterpriseMarketing is the unique activity for human beings2.a global firm
2、 s manag一em个e全nt球 性公司的治理基本条件 :(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 difference
3、s, 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 球化四大推动力气 1The development of the modern science and
4、technology, especially advances in computer and communications technology permit an increasing flow of ideas and informationacross borders, enabling customers to learn about foreign goods.( 2 ) The progressive reduction of barriers to investmentand trade by most governments ishastening the opening o
5、f 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.4More and more governments realize the most important mission for them is to promote t
6、he 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 hadthe following characteristic:s (跨国公司的共同特点)Charac
7、teristics of the international companies.1Products are often unique because of their technology, design, or cost. 2Sharply focused. Their goal is to be first or second globally in technology niche. 3Lean operations to save money and speed decision making.(4) Open to ideas and technologies from aroun
8、d the world. Many establish research laboratories in other countries.(5) Using foreign to head operations and also fill senior positions at headquarters.5. Differencesbetweendomesticmarketingandinternational marketing国 内市场营销和国际营销之间的差异 至少 5 个欢迎下载精品学习资源Domestic marketing:1Business is transacted in a s
9、ingle currency. 2Market segmentation occurs within a single country.3Business laws and regulations are immediate and direct. 4Business is conducted in a single language.5Business risk can usually be identified and assessed. International marketing:(1) Many currencies involved, with wide exchange rat
10、e fluctuations.(2) Market segments might be defined across the consumers of the same type in many different countries.(3) Foreign laws and regulations might not be clear.(4) Multinational communication is required.(5) Distribution and credit control may be extremely complex6. The external forces are
11、 commonly called uncontrollable forces andconsist of the following不. 可控因素 至少 5 个1Competitive-kindsand numbersofcompetitors , theirlocations,andtheiractivities. 2Distributive-nationaland international agencies available for distributinggoods and services.(3) Economic-variablessuch as GNP, unit labor
12、cost, and personal consumption expenditurethat influence a firm s ability to do business.(4) Socioeconomic-characteristics and distribution of human population.(5) Financial-variables such as interest rates, inflation rates, and taxation.(6) Legal-the many kinds of foreign and domestic laws by which
13、 international firms must operate.7. it is very impossible for any company to make great business achievement if it does not take any international activities.This isbecause.如 果不实行任何国际活动 ,那么任何公司都可能造就宏大的商业成就;这是由于 .(1) The companies have to comply with the development trend of the wold economy.(2) The
14、 international market will provide important production factors for the companies.( 3) To take the internationalmarketing makes the companies break the trade barriers and expand the export.8. The international market will provide important production factors欢迎下载精品学习资源for the companies,Thisis because
15、.国产要素 ,这是为什么? 际市场将为公司供应重要的生欢迎下载精品学习资源(1) no country can provide all of the nature resources for its economic development.(2) the companies may lack enough capital and advanced technologies.欢迎下载精品学习资源(3) the companies can get more business information.9. The two exceptions -Japan and the United State
16、s.日本和美国贸易欢迎下载精品学习资源方向 不一样产生的缘由 Japan and the United States is not the sameas the direction of the trade.(1) why Japan sells more to developing nations than most developed nations do is that it has had an extensive distribution system in these markets since the early 1980s(2) the country has no local
17、 sources of raw materials, it has used general trading companies toimport many of the raw(3) American firmshave significantlymore subsidiaries in developing nations than Japanese companies do,these subsidiaries are captive customers for their American owners(4) some buyers in Southeast Asian countri
18、es, remembering that Japan was an aggressor, preferto buy from American firms欢迎下载精品学习资源10. Who should be your major trading partners.选至少 3 个择贸易伙伴标准)欢迎下载精品学习资源1Business climate in importing nation is relatively favorable. 2Export and import regulations are not insurmountable.(3) There should be no st
19、rong cultural objectionsto buying that nation s goods.(4) Satisfactory transportation facilities have already been established.11. Lots of the governments take various countermeasures to limit theworld trade , because:限 制贸易缘由 1They want to protect their markets. 2They want to protect their employmen
20、t.(3) They want to protect their national industries.(4) They want to limit the competitiveness of the foreign companies. 5They want to improve their financial revenue.6They want to protect their environment and nature resources, etc.欢迎下载精品学习资源12. Home government intervention自Embargo(禁运)己国家政府的干预、限制
21、欢迎下载精品学习资源While there s much debate as to whether embargoes accomplish their political goals,theres little doubt that they have a disastrous effect on exporters.Blockade running is rarely part of anyones marketing plan and long-term risk is high.Some are ignored after several years while others are
22、stringently enforced for a long time.Note:Marketersmust be aware of the politicalenvironment they work in and be prepared to calculate,as well as manage risk.13. Decision making concern 进入国外市场所需要考虑的因素)至少欢迎下载精品学习资源5 个(1) Will I be able to get my price.(2) If exporting, can letters of credit be secure
23、d.(3) Can proper insurance be obtained in the target market. 4Is the target infrastructure capable of handling my product. 5Will the foreign government give us fair treatment.(6) Can I control distribution.(7) If I have to use local distributors, are they trustworthy.14. Reasons for investing overse
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