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国际市场营销期末考试的题型及分值如下
(1)单项选择题(15题*1分=15分)
(2)判断题(15题*1分=15分)
(3)名词解释(5题*4分=20分)
(4)简答题(5题*6分=30分)
(5)案例分析(2题*10分=20分)Chapter8DevelopingaGlobalVisionThrough__rketingResearch名解
1.__rketingresearchThesyste__ticgatheringrecordingand____yzingofdatatoprovideinfor__tionusefulto__rketingdecision__king.
2.SecondarydataDatacollectedalreadybysomeotheragencysuchasgover__entstatisticsNGOstatisticsetc.
3.Pri__rydataDatacollectedspecificallyfortheparticularresearchproject.
4.ExpertopinionThekeyinusingexpertopiniontohelpinforecastingde__ndistriangulationthatiscomparingesti__tesprodu__bydifferentsour__s.
5.ParalleltranslationItisusedtoovercometheinaccuratetranslationinwhichmorethantwotranslatorsareusedforthebacktranslation;resultsarecompareddifferen__sdiscussedandthemostappropriatetranslationselected.
6.BacktranslationAquestionnaireistranslatedfromalanguagetoanotherasecond_____translatesitbackintotheoriginalandthetwooriginallanguageversionsarecompared.简答
1.Discusstheproblemsofgatheringsecondarydatainforeign__rkets.__ailabilityofdata资料的可获得性Thequantityandqualityof__rketing-relateddataisnot__ailablein__nycountries.Eveninsomecountriessubstantialdatacollectionhasbeeninitiated(开始收集)onlyre__ntly.Reliabilityofdata资料的可靠性Officialstatistics__数据aresometimestoooptimistic乐观的,reflectingnationalprideratherthanrealitywhiletaxstructures税收制度andfearofthetaxcollectoroftenadverselyaffectdata.Comparabilityofdata资料的可比性Insomecountriesdatacanbe__nyyearsoutofdateorh__ebeencollectedonaninfrequentschedule.Thoughsomecountriesarenowgatheringreliabledatatherearenohistoricaldatatocomparewiththecurrentinfor__tion.
2.Whataresomeproblemscreatedbylanguageandtheabilitytocomprehendthequestionsincollectingpri__rydataHowcanaforeign__rketerovercomethesedifficultiesP195在收集原始资料时,由于语言和理解能力带来的困难有那些?外国营销人员如何克服这些困难?DifficultiesAbilitytocommunicateopinions表达观点的能力Samplinginfieldsurvey实地调查中的抽样Languageandcomprehension语言与理解Willingnesstorespond.回答的意愿WaystoovercometheproblemsTheresearchermustpossessahighdegreeofculturalunderstandingofthe__rketinwhichresearchisbeingconducted.研究人员应对所研究市场的文化有相当的理解Acreativetalentforadaptingresearchmethodsisne__ssary.必须有修正研究结果的创造性能力
3.Problemsininternational__rketingresearchStemfromdifferen__samongcountriesRangefrominabilityorunwillingnessofrespondentstocommunicatetheiropinionsInadequaciesinquestionnairetranslation
4.Thescopeofinternational__rketingresearchWhyisinternational__rketingresearchgenerallybroaderinscopethandomestic__rketingresearchEconomicanddemographicCulturalsociologicalandpoliticalcli__teOverviewof__rketconditionsSum__ryoftechnologicalenviro__entCompetitivesituationBecauseacountry’spoliticalstabilityculturalattributesandgeographiccharacteristicsaresomeofthekindsofinfor__tionnotordinarilygatheredbythedomestic__rketingresearchdepartmentbuttheyarerequiredforasoundasses__entofaforeign__rket.
5.Thepro__ssofinternationalresearchDefinetheresearchproblemandestablishtheresearcho__ectives.Determinethesour__sofinfor__tiontofulfilltheresearcho__ectivesConsiderthecostsandbenefitsoftheresearcheffortGathertherelevantdatafromsecondaryorpri__rysour__sorboth____yzeinterpretandsum__rizetheresultsEffectivelycommunicatetheresultstodecision__kersChapter9Global__rketing__nagement:PlanningandOrganization名解
1.TacticalplanningThepro__ssoftakingthestrategicplanandbreakingitdownintospecificshorttermactionsandplans.orpertainstospecificactionsandtotheallocationofresour__susedtoimplementstrategicplanninggoalsinspecific__rkets
2.Corporateplanning公司计划Corporateplanningisessentiallylongtermincorporatinggeneralizedgoalsfortheenterprisesasawhole.公司计划是长远的,包含整合公司的总目标
3.StrategicplanningAnorganizationspro__ssofdefiningitsstrategyordirectionand__kingdecisionsonallocatingitsresour__stopursuethisstrategyincludingitscapitalandpeople.Variousbusiness____ysistechniquescanbeusedinstrategicplanningincludingSWOT____ysisGE/McKinseyportfolio____ysisCOPE____ysisPEST____ysisSTEER____ysisandEPISTEL.oritisconductedbythehighestlevelsof__nagementanddealswithproductscapitalresearchandthelong-andshort-termgoalsofthecompany.
4.Li__nsing许可证协议Ameansofestablishingafootholdinforeign__rketswithoutlargecapitaloutlays是一种不需要大量资金支出就可以在国外建立一个立足点的办法Af__oritestrategyfor__allandmedium-sizedcompanies对于中小公司来说是个最好的战略Legiti__temeansofcapitalizingonin____ectualpropertyinaforeign__rket这是一种在国外市场利用知识产权获利的合法方式
5.Franchising特许经营Franchiserprovidesastandardpackageofproductssystemsand__nagementservi__s特许方提__品,系统和管理服务Franchiseprovides__rketknowledgecapitalandpersonalinvolvementin__nagement被特许方提供市场知识,资金和管理人员Expectedtobethefastest-growing__rket-entrystrategy有望成为发展最快的市场进入战略简答
1.DiscussthebenefitstoanMNCofac__ptingtheglobal__rketcon__pt.Explainthethreepointsthatdefineaglobalapproachtointernational__rketing.(全球营销的好处,内容,程序,以及进入国际市场的方法参照P204-P210)
1.Thebenefitsofglobal__rketing全球营销的好处:
2.Thepro__ssofplanning:a.Preliminary____ysisandscreening-__tchingcompanyandcountryb.Definingtarget__rketsandadaptingthe__rketingmixaccordinglyc.Developingthe__rketingpland.ImplementandcontrolTheInternationalPlanningPro__ssP207Theentrymethods:P210图Chapter10ProductsandServi__sforConsumers名解
1.Green__rketingCon__rnstheenviro__entalconsequen__sofavarietyof__rketingactivities.
2.Diffusion新产品扩散Thepro__ssbywhichinnovationspreads.革新扩散的过程
3.Innovation革新Fromasociologicalviewpointanyideaper__ivedasnewbyagroupofpeopleisaninnovation从社会学角度看,任何概念只要被某一群人看做新颖的就是一种革新
4.Producthomologation产品同化isusedtodescribethechanges__ndatedbylocalproductandservi__standards.用来描述由当__品和服务标准强制要求的改动
5.GlobalbrandsIdeallygivesthecompanyauniformworldwidei__geandenhan__efficiencyandcosts__ingswhenintroducingotherproductswiththebrandname.全球品牌使公司在全世界拥有一个统一的形象同时在引进与这个品牌有关的产品时可以提高效率,节约成本TheInternetandothertechnologiesac__leratethepa__oftheglobalizationofbrandsIdeallygivesthecompanyauniformworldwidei__geBalan__Abilitytotranslate
6.ProductComponentModelCoreComponents核心成分Physicalproduct——theplatformthatcontainstheessentialtechnology物质产品即含有关键技术的平台Designfeatures设计特性Functionalfeatures功能特性PackagingComponent包装成分Pri____Quality质量Packages包装Styling式样Trade__rk商标Brandname商标名称SupportServi__sComponent支持服务成分Deliveries送货Warranty保证Spareparts零配件Repairand__intenan__维修和保养Installation__Instructions指导Otherrelatedservi__s其他相关服务7Quality质量Qualitycanbedefinedontwodimensions:质量可以从两个方面来定义__rket-per__ivedquality市场感知的质量Perfor__n__quality性能质量
8.COEcountry-of-origineffect:canbedefinedasanyinfluen__thatcountryof__nufactureassemblyordesignhasonaconsumer’spositiveornegativeper__ptionofaproduct.简答
1.Whatarethethree__jorcomponentsofaproductDiscusstheirimportan__toproductadaptation.itscorethephysicalproductandallitsfunctionalfeaturesthepackagingcomponentthatincludesthephysicalpackageinwhichtheproductispresentedaswellasthebrandnametrade__rkstylinganddesignfeaturespri__andqualitylevelsthesupportservi__scomponentwhichcompletestheproductbuyersre__iveandfromwhichthebundleofsatisfactionsre__ivedarederived.(P236)
2.Adaption文化适应含义及影响(文化适应和强制适应的含义及影响)Physicalor__ndatoryadaptationProducts__yh__etochangeinanumberofwaystomeetthephysicalor__ndatoryrequirementsofanew__rket.eg.Legaleconomicpoliticaltechnologicalcli__te.Green__rketingadaptationGreen__rketingcon__rnstheenviro__entalconsequen__sofavarietyof__rketingactivities.Twocriticalissuesofitarethecontrolofthepackagingcomponentofsolidwasteandconsumerde__ndforenviro__entallyfriendlyproducts.CulturaladaptationAproductismorethanaphysicalitemitisabundleofsatisfactionsorutilitiesthatthebuyerre__iveslikepri__ryfunctionpsychologicalattributesnormsvaluesbeh__iorpatterns.InnovativeproductsadaptationFromasociologicalviewpointanyideaper__ivedasnewbyagroupofpeopleisaninnovation.
3.Thecharacteristicsandbarriersofservi__sforconsumers服务业全球营销的特点及障碍Characteristics:Intangibility无形性Inseparability不可分割性Heterogeneity不均匀性Perishability非持久性Barriers:Protectioni__Controlsontran__orderdataflowProtectionofin____ectualpropertyCulturalrequirementsforadaptation
4.GlobalBrandsorNationalBrandsEconomiesofscaleDevelopmentcostsPromotionofasinglebrandproductBuildingbrandawarenessExtensivemediaoverlapPrestigei__geofthebrand
5.Whataretheinfluen__sofCountry-of-originonbrands原产地对品牌的影响有哪些?CountryofOriginEffectCOEcanbedefinedasanyinfluen__thatthecountryof__nufactureassemblyordesignhasonaconsumer’spositiveornegativeper__ptionofaproduct..原产地效应被定义为产品的涉及,制造,装配国对消费者对产品的积极或消极的看法的影响Whenthecustomerisawareofthecountryoforiginthereisthepossibilitythatthepla__of__nufacturewillaffectproduct/brandi__ge.当消费者了解到原产地的时候,该生产地可能会影响产品或者品牌的形象Consumersh__estereotypesaboutspecificcountriesandspecificproductcategoriesthattheyjudges”best”.消费者对某些国家和某类产品存在着成见,认为他们最优秀Ethno__ntri__canalsoh__ecountry-of-origineffectssuchas“buylocal”effect..种族优越感也有原产地效应如买国货Countriesarealsostereotypedonthebasisofwhethertheyareindustrializedinthepro__ssofindustrializingordeveloping.人们对国家也存在着成见,其依据是该国是工业化国家还是正在向工业化过渡的国家,还是发展中国家OnefinalgeneralizationaboutCOEinvolvedfadsthatoftensurroundproductsfromparticularcountriesorregionsintheworld.有关原产地效应的最后一个结论与时尚有关,这些时尚常常围绕世界上某些国家和地区的产品Chapter11productsandservi__sforbusiness名解
1.Derivedde__ndcanbedefinedasde__nddependentonanothersour__.P
2552.Pri__–qualityrelationshipisanimportantfactorin__rketingindustrialproducts.AlackofuniversalstandardsisanotherproblemininternationalsalesofindustrialproductsP259--P307要自己看书上
3.ISO9000sP261--P309了解一下aseriesoffiveinternationalindustrialstandardsISO9000–9004originallydesignedbytheInternationalOrganizationforStandardizationinGenevatomeettheneedforproductqualityassuran__sinpurchasingagreements.Theseriesdescribesthreequalitysystemmodelsdefinesqualitycon__ptsandgivesguidelinesforusinginternationalstandardsinqualitysystem
4.Relationship__rketinga.Buildinglong-termrelationshipwithcustomersisaviablestrategyforbusiness-to-business__rketing.b.Itshiftsthefocusawayfrompri__toservi__andlong-termbenefits.c.Therewardisloyalcustomersthattranslateintosubstantiallong-termprofits.d.Focusinglong-termrelationshipbuildingwillbeespeciallyimportantinmostinternational__rketswhereculturedictatesstrongertiesbetweenpeopleandcompanies.简答
1.Stagesofdevelopment/industrializationa.ThetraditionalsocietyThemostimportantindustrialde__ndwillbeassociatedwithnaturalresour__sextraction.b.Preconditionsfortakeoff__nufacturingisbeginning.Pri__ryneedswillberelatedtoinfrastructuredevelopment.c.Takeoff__nufacturingofbothsemidurableandnondurableconsumergoodshasbegun.Goodsde__ndedrelatetoequipmentandsuppliestosupport__nufacturing.d.Driveto__turityTheseareindustrializedcountries.Theirfocusismoreonlow-cost__nufacturingofavariedofconsumerandsomeindustrialgoods.Theybuyallcategoriesofindustrialproductsandservi__s.e.Theageof__ssconsumptionThesearecountrieswheredesignactivitiesaregoingonand__nufacturingtechniquesarebeingdevelopedandtheyaremostlyservi__economies.
2.Whytherearegreater__rketsimilaritiesamongindustrialgoodscustomersthanamongconsumergoodscustomers___工业品用户之间与消费品顾客之间相比,具有更多的市场相似之处?Firstistheinherentnatureoftheproduct:industrialproductsandservi__sareusedinthepro__ssofcreatingothergoodsandservi__s;consumergoodsareintheirfinalformandareconsumedbyindividualsand/orhouseholds奇异是产品固有特性工业产品和服务用于创造其他产品和服务;消费品是最终产品,为个人所消费Secondthemotiveorintentoftheusersdiffers:industrialconsumersareseekingprofitswhereastheulti__teconsumersisseekingsatisfaction.其二是使用者的动机或者意向不同工业用户追求利润,而最终消费者最求满足254302Chapter12International__rketingChannels名解
1.AgentMiddlemenWorkonsalesinthecommissionandarrangeforsalesintheforeigncountrybutdonottaketitletothemerchandise.
2.MerchantmiddlemenActuallytaketitleto__nufacturers’goodsandassumethetradingriskssotheytendtobelesscontrollabletheagentmiddlemen.
3.Export__nagementcompanyEMCIsanimportantmiddle__nforfirmswithrelatively__allinternationalvolumeorthoseunwillingtoinvolvetheirownpersonnelintheinternationalfunction.
4.Complementary__rketingP
2835.Home-countrymiddlemen母国中间商Orcalleddomesticmiddlemenlocatedintheproducingfirm’scountryprovide__rketingservi__sfromadomesticbase.处于生产企业所在国的母国中间商或者国内中间商,从国内__出发,提供营销服务
6.Directselling直销Sometimescalleddirect__rketingsellingdirectlytotheconsumerthrough__ilbytelephoneordoor-to-doorisoftentheapproachofchoi__in__rketswithinsufficientorundevelopeddistributionsystems.通过邮寄,__和上门推销的直接销售时分销系统不充分和不发达的市场的分销办法
7.Distributionpro__ss分销过程Distributionpro__ssincludesthephysicalhandlinganddistributionofgoodsthepassageofownershipandthebuyingandsellingnegotiationsbetweenprodu__rsandmiddlemenandbetweenmiddlemenandcustomers.分销过程包括产品的运输和配送,所有权的转移,以及制造商和中间商及中间商和顾客之间的买卖谈判
8.Distributionstructure分销结构Eachcountry__rkethasadistributionstructurethroughwhichgoodspassfromprodu__rstousersandwithinwhichthereareavarietyofmiddlemen.每个国家市场都有分销结构,通过这一结构产品从制造商手里转到使用者手里,早这个结构中有各式各样的中间商
9.Import-orientedortraditionaldistributionstructure进口导向的或者是传统的分销结构Inthisstructureanimportercontrolsafixedsupplyofgoodsandthe__rketingsystemdevelopsaroundthephilosophyofsellingalimitedsupplyofgoodsathighpri__stoa__allnumberofaffluentcustomers.在这个系统中,进口商控制着固定的货源,其营销系统的发展思路是向少数富有顾客高价销售数量有限的商品
10.Tradingcompanies贸易公司Tradingcompaniesaccumulatetransportanddistributegoodsfrom__nycountries.贸易公司从许多国家__运输和分销商品
11.Webb-PomereneExportAssociations,WPEA韦伯-波默雷恩出口联合会看书了解
28433012.MotivatingMiddlemen激励中间商2882__看书了解
13.Promotion促销297339看书了解即可
14.Complementary__rketing补充营销Companieswith__rketingfacilitiesorcontactsindifferentcountrieswithex__ssdistributioncapacityoradesireforabroaderproductlinesometimestakeonadditionallinesforinternationaldistribution;thoughthefor__lnameforsuchactivitiesiscomplementary__rketingitiscommonlycalledpiggybacking.在不同的国家拥有营销设施或渠道的公司,如果营销能力过剩或者希望扩大经营范围,优势在国际营销中会经营额外的产品尽管这些活动按类别应称为补充营销,但是被俗称为顺带销售P283简答
3.传统渠道和各种中间商特征(P275-P282)Import-orienteddistributionstructureortraditionaldistributionstructure:Inthisstructureanimportercontrolsafixedsupplyofgoodsandthe__rketingsystemdevelopsaroundthephilosophyofsellingalimitedsupplyofgoodsathighpri__stoa__allnumberofaffluentcustomers.
1.6C标准(P285—P287)/Whatarethefactorsaffectingchoi__ofchannels影响渠道选择的因素有哪些?
2853311.Cost成本Thetwokindsofchannelcostare1thecapitalorinvestmentcostofdevelopingthechanneland2thecontinuingcostof__intainingit.渠道成本有两类__渠道的资本或投资成本,以及保持渠道畅通的维护成本
2.Capitalrequirements资本要求
3.Control控制Themoreinvolvedacompanyiswiththedistributionthemorecontrolitexerts.公司对分销活动参与的越多,它对分销的控制越大
4.coverage覆盖面Another__jorgoalisfull-__rketcoveragetogaintheoptimumvolumeofsalesobtainableineach__rketsecureareasonable__rketshareandattainsatisfactory__rketpenetration.另一个主要目标是全面战略市场以便在各个市场获得最佳销售额,获得适当的市场份额,并取得令人满意的市场渗透
5.character特点Thechannel-of-distributionsystemselectedmustfitthecharacterofthecompanyandthe__rketsinwhichitisdoingbusiness.所选择的分销渠道体系必须与公司及其从事经营的市场的特点相符
6.continuity连续性Channelsofdistributionoftenposelongevityproblems.__nufacturersmustattempttobuildbrandloyaltydownstreaminachannel.分销渠道往往有个寿命问题制造商必须力争在渠道的下游建立品牌忠诚
4.渠道管理内容P287—P2__a.Locatingmiddlemenb.SelectingmiddlemenScreening:Reputationcreditworthiness__rketservedproductscarriednumberofstoresstoresizeagreementc.Motivatingmiddlemend.Controllingmiddlemene.TerminatingmiddlemenChapter13Integrated__rketingCommunicationsandInternationalAdvertising名解
1.Integrated__rketingcommunications(IMC)Arecomposedofadvertisingsalespromotionstradeshowspersonalsellingdirectsellingandpublicrelations—almostallareincludedintheBarbiecampaigndescribedintheGlobalPerspective.
2.PublicrelationsCreatinggoodrelationshipswiththepopularpressandothermediatohelpcompaniescommunicatemessagestotheirpublics—customersthegeneralpublicandgover__entalregulators—istheroleofpublicrelations.
3.SalespromotionAre__rketingactivitiesthatstimulateconsumerpurchasesandimproveretailerormiddlemeneffectivenessandcooperation
4.CrisisPRThejobofPRconsistsofnotonlyencouragingthepresstocoverpositivestoriesaboutcompaniesbutalsoof__nagingunf__orablerumorsstoriesandevents.简答:
1.Outlinesomeofthe__jorproblemsconfrontinganinternationaladvertiser.(国际__的障碍,不是很全面,要参考课本)Ofalltheelementsofthe__rketingmixdecisionsinvolvingadvertisingaretheonesmostoftenaffectedbyculturaldifferen__samongcountry__rkets.Consumersreflecttheircultureitsstylefeelingsvaluesystemsattitudesbeliefsandper__ptions.Sin__advertising’sfunctionisto“interpretortranslatetheneed/wantsatisfyingqualitiesofproductandservi__sintermsofconsumerneedswantsdesiresandaspirations”theemotionalappealssymbolspersuasiveapproachesandothercharacteristicsofanadvertisementmustcoincidewithculturalnormstobeeffective.Reconcilinginternationaladvertisingandsalespromotioneffortwithculturaluniquenessof__rketsisthechallengeconfrontingtheinternationalorglobal__rketer.Theglobaladvertiserisconfrontedwithlegalandtaxconsiderationslanguagelimitationsmedialimitationandproductionandcostlimitations.Theselimitationsmustallbedealtwitheffectivelyifacompanyistoh__eaneffectiveadvertisement.a.Legalconstraintsb.Linguisticlimitationsc.Culturaldiversityd.Medialimitationse.Productionandcostlimitations
2.国际__的决策过程和步骤Stepsofad:a.Perform__rketingresearchb.Specifythegoalsofcommunicationc.Developthemosteffectivemessagesfor__rketsegmentselectedd.Selecteffectivemediae.Composeandsecureabudgetbasedonwhatisrequiredtomeetgoals.f.Executethecampaigng.Evaluatethecampaignrelativetothegoalsspecified.Pro__ssofad:a.Aninfor__tionsour__b.Encodingc.Amessagechanneld.Decodinge.Re__iverf.Feedbackg.noiseTypesofsalespromotiona.__nts-offb.in-storedemonstrationsc.samplesd.couponse.giftsf.producttie-insg.contestsh.sweepstakesi.sponsorshipofspecialeventsj.point-of–purchasedisplays
3.Theinternationalcommunicationspro__ssconsistsofthefollowing:国际沟通过程由以下部分组成1aninfor__tionsour__信息源2encoding编码3amessagechannel信息渠道4decoding解码5re__iver接收者6feedback反馈7noise噪声Chapter14PersonalSellingandSales__nagement名解
1.Expatriate外派人员P331Theexpatriatesalesperson__yh__etheadvantagesofgreatertechnicaltrainingbetterknowledgeofthecompanyanditsproductlineandprovendependability.外派人员可能接受过更多的技术训练,更加了解公司情况以及产品线,而且忠实可靠,经得起考验
2.Separationallowan__分居津贴Ifthefamilydoesn’tgoalongtheexpatriates__ygetseparationallowan__forashort-termassig__ent.如果外派人员的家属不能一起去,则外派人员执行短期任务可获得分居津贴
3.Virtualexpatriates虚拟外派人员They__nageoperationinothercountriesbutdonotmovethere.虚拟外派人员管理国外的工作但是并不搬到那里去
4.Repatriation遣送回国P342385简答:
1.Expatriate(外派人员)WiththeincreasingvolumeofworldtradethenumberofcompaniesrelyingonexpatriatepersonnelisincreasingaswellWhenproductsarehighlytechnicalorwhensellingrequiresanextensivebackgroundofinfor__tionandapplicationsanexpatriatesalesfor__isthebestchoi__Thechiefdisadvantagesofanexpatriatesalesfor__are:•thehighcost•culturalandlegalbarriersand•thelimitednumberofhigh-caliberpersonnelwillingtoliveabroadforextendedperiodsThechiefadvantageofanexpatriatesalesoffor__are:•Greatertechnicaltraining•Betterknowledgeofthecompanyanditsproductline•ProvendependabilityEmployeesarereluctanttogoabroadfor__nyreasons:•Somefinditdifficulttouprootfamiliesforatwo-orthree-yearassig__ent•increasingnumbersofdualcareercouplesoftenrequirefindingsuitablejobsforspousesand•__nyexecutivesbelievesuchassig__entsimpedetheirsubsequentpromotionsathome
2.VirtualExpatriates(虚拟外派人员)TheInternetandotheradvan__sincommunicationstechnologiesarecreatinganewbreedofexpatriatethevirtualone.
3.localnationals Thehistoricalpreferen__forexpatriate__nagersandsalespeoplefromthehomecountryisgivingwaytoapreferen__forlocalnationals•Thispreferen__isbecausetheycantrans__ndbothculturalandlegalbarriersTheycostlessto__intainthanastaffofexpatriatesinsomepla__sThedisadvantagesofhiringlocalnationalsare:•thetendencyofheadquarterspersonneltoignoretheiradvi__.•theirinfluen__isoftenredu__dbytheirlimitedEnglishcommunicationskillsandlackofunderstandingofhome-offi__politics•theirlackof__ailability
4.third-countrynationalsTheinternationalizationofbusinesshascreatedapoolofthird-countrynationalsTCNsexpatriatesfromtheirowncountriesworkingforaforeigncompanyinathirdcountryTheTCNsareagroupwhosenationalityhaslittletodowithwheretheyworkorforwhomAmericancompaniesoftenseekTCNsfromotherEnglish-speakingcountriesto__oidthedoubletaxationcostsoftheirAmerican__nagers
5.MotivatingSalesPersonnelMotivationiscomplicatedbecausethefirmisdealingwithdifferentculturessour__sandphilosophiesNationaldifferen__smustalwaysbeconsideredinmotivatingthe__rketingfor__A__nagermustbeextremelysensitivetothepersonalbeh__iorpatternsofemployeesduetoculturaldifferen__sIndividualin__ntivesthatworkeffectivelyintheUnitedStatescanfailcompletelyinothercultures.
6.Standardand__ttersneedingattentionofselectingexpatriates.选择外派人员的标准和注意事项334377Standards
1.__turity.Theymustworkmoreindependentlythantheirdomesticcounterparts.成熟他们与国内同行相比,不许具有更加__的工作能力
2.emotionalstability.稳定的情绪
3.breadthofknowledge.Theabilitytospeakoneormoreotherlanguagesisalwayspreferable.知识面广最好还会一门或者多门外语
4.apositiveoutlook.积极乐观的态度
5.ahighlevelofflexibility.很强的适应能力
6.theabilityofculturalempathy.文化移情能力
7.beenergeticandenjoytr__el.精力充沛喜欢旅行__ttersneedingattentioncompanyshouldnotoversellingtheassig__entshowingthebrightsideofthepictureandnotwarningaboutthebleakside.公司不应该夸大海外工作的好处,只谈有利的一面,而不提及不利的一面Chapter15PricingforInternational__rkets名解
1.Parallel__rket平行市场Thepossibilityofaparallel__rketoccurswheneverpri__differen__saregreaterthanthecostoftransportationbetweentwo__rkets.只要两个市场间的__差异大于运输成本,平行市场就有可能存在
2.Skimming撇脂定价法Acompanyusesskimmingwhentheo__ectiveistoreachasegmentofthe__rketthatisrelativelypri__insensitiveandthuswillingtopayapremiumpri__forthevaluere__ived.当公司的目的是进入一个__弹性小,消费者愿意为获得产品价值而支付高价的细分市场时,可以采用撇脂定价法
3.Cartel卡特尔ACartelexistswhenvariouscompaniesproducingsimilarproductsorservi__sworktogethertocontrol__rketsforthetypesofgoodsandservi__stheyprodu__.科特尔是生产同类产品的不同公司为了控制其产品的销售市场而进行的合作
4.Administeredpricing管制定价Isanattempttoestablishpri__sforanentire__rket.Suchpri__s__ybearrangedthroughthecooperationofcompetitions;throughnationalstateorlocalgover__ents;orbyinternationalagreement.管制定价试图为整个市场制定__这种__可能是通过与竞争者的合作,或者通过一国的____或者地方__,或者通过国际性协议来制定的
5.Countertrade反向贸易Isapri__toolthateveryinternational__rketermustbereadytoemployandthewillingnesstoac__ptacountertradewilloftengivethecompanyacompetitiveadvantage.每一位国际营销者都必须随时准备采用反向贸易这一定价工具,乐于接受反向贸易常常会给企业带来竞争优势
6.Pri__Escalation__升级Ex__ssprofitsexistinsomeinternational__rketsbutgenerallythecauseofthedisproportionatedifferen__inpri__betweentheexportingcountryandimportingcountryheretermedpri__escalationistheaddedcostsincurredasaresultofexportingproductsfromonecountrytoanother.在一些国家市场上,超额利润是存在的,但导致出口国与进口国之间__不成比例的差异,这里称之为__升级,通常是因为产品型一个国家出口到另一个国家的过程中附加了许多成本
7.Exclusivedistribution专营Apracti__oftenusedbycompaniesto__intainhighretail__rginstoencourageretailerstoprovideextraservi__tocustomerstostocklagerassortmentsorto__intaintheexclusive-qualityi__geofaproductcancreateaf__orableconditionforparallelimporting.专营是公司为鼓励零售商提供额外服务给顾客,增加存货,维护专营产品的质量形象而给予加大的零售差价的做法,这种做法为平行进口提供了便利
8.Gray__rket灰色市场P
3533979.PenetrationPricing:Thisisusedtostimulate__rketgrowthandcapture__rketsharebydeliberatelyofferingproductsatlowpri__s
10.Variable-CostPricing:firmsregardforeignsalesasbonussalesandassumethatanyreturnovertheirvariablecost__kesacontributiontonetprofit
11.Dumping:OneapproachclassifiesinternationalshipmentsasdumpediftheproductsaresoldbelowtheircostofproductionTheotherapproachcharacterizesdumpingassellinggoodsinaforeign__rketbelowthepri__ofthesamegoodsinthehome__rketTwoapproachclassifydumping:对倾销有两种解释1Theproductsaresoldbelowtheircostofproductionininternational__rket2Sellinggoodsoverseasatalowerpri__thanathomenation
12.Acountervailingdutyorminimumac__ssvolumeM__whichrestrictstheamountacountrywillimport__ybeimposedonforeigngoodsbenefitingfromsubsi___swhetherinproductionexportortransportation
13.简答
1.Discussthe__jorproblemsfacingacompanythatiscountertrading.(反向贸易的危害)Thecriticalproblemsconfrontingthesellerinacountertradenegotiationish__ingtheexpertisetodeterminethevalueandthepotentialde__ndofthegoodsoffered.Frequentlythereisinadequatetimetoconducta__rket____ysis.Infactitisnotunusualtoh__esalesnegotiationsalmostcompletedbeforecountertradeisintrodu__dasarequirement.Barterhousesspecializedintradinggoodsacquiredthroughbarterarrangementarethepri__ryoutsidesour__ofaidforcompaniesbesetbytheun__rtaintyofacountertrade.BarterhousesmostofwhicharefoundinEuropecanfinda__rketforbarteredgoodsbutthetimeit__ytakecanputafinancialstrainonacompanywhichhastoh__eitscapitaltiedupforalongerperiodthannor__l.Inthelongrunifcompaniesaregoingtobeinvolvedincountertradestheyshouldestablishpersonnelwhocaneffectivelyevaluatetheproductstobetraded.
2.几种定价方法P355(Approachestointernationalpricing)a.Variable-costpricingb.Full-costpricingc.Skimmingpricingd.Penetrationpricinge.Transferpricing
3.WhatcausePri__escalationandhowtoredu__thatCauses:a.Taxestariffsandadministrativecostsb.Inflationc.Deflationd.Exchangeratefluctuationse.Carryingcurrencyvaluesf.Middle__nandtransportationcostsRedu__:a.Loweringcostofgoodsb.Loweringtariffsc.Loweringdistributioncostsd.Usingforeigntradezonestolessenpri__escalatione.dumping
4.PricingO__ectivesIngeneralpri__decisionsareviewedintwoways:aPricingasanactiveinstrumentofaccomplishing__rketingo__ectivesorbPricingasastaticelementinabusinessdecisionThemorecontrolacompanyhasoverthefinalsellingpri__ofaproductthebetteritisabletoachieveits__rketinggoalsItisnotalwayspossibletocontrolendpri__sBroaderproductlinesandthelargerthenumberofcountriesinvolvedthemorecomplexthepro__ssofcontrollingpri__schargedtotheenduser
5.Howtoredu__pri__escalation如何降低__升级lowercostsofgoods降__造成本lowertariffs降低关税lowerdistributioncosts降低分销成本useforeigntradezonestolessenpri__escalation借助自由贸易区降低__升级dumping倾销
6.Whatarethefactorscausingandeffectingofpri__escalation造成和影响__升级的因素有哪些?357403Costsofexporting出口成本Taxestariffsandadministrativecosts税收关税和行政管理费Inflation通货膨胀Deflation通货紧缩Exchangeratefluctuations汇率波动Varyingcurrencyvalues币值变动Middle__nandtransportationcosts中间商和运输成本
7.TransferPricingStrategyPri__sofgoodstransferredfromacompany’soperationsorsalesunitsinonecountrytoitsunitselsewhere,cknownasintracompanypricingortransferpricingd__ybeadjustedtoenhan__theulti__teprofitofcompanyBenefitseLoweringdutycostsfReducingincometaxesinhigh-taxcountriesgFacilitatingdividendrepatriationwhendividendrepatriationiscurtailedbygover__entpolicyO__ectivesh__ximizingprofitsforcorporationiFacilitatingparent-companycontroljProvidingalllevelsof__nagementcontroloverprofitabilityArrangementsforpricinggoodsforintracompanytransferkSalesatthelocal__nufacturingcostplusastandard__rkuplSalesatthecostofthemostefficientprodu__rinthecompanyplusastandard__rkupmSalesatnegotiatedpri__snArm’s-lengthsalesusingthesamepri__sasquotedtoindependentcustomerso。