第16版国际营销重点

1，international marketing（国际营销）：

is the performance of business activities designed to plan,price,promote,and direct the flow of company’s goods and services to consumers or users in more than one nation for profit.

国际营销是指对商品和劳务流入一个以上国家的消费者或用户手中的过程进行计划、定价、促销和引导，以便获取利润的活动。

2.Self-reference criterion(SRC)自我参照标准

The SRC is an unconscious reference to one’s own cultural values,experience, and knowledge as a basis for decisions.

是指无意识的参照个人的文化价值观、经验和知识，作为决策的依据。

3. ethnocentrism 民族中心主义

Ethnocentrism is the notion that people in one’s own company,culture,or country know best how to do things.’

4.如何避免SRC建立全球意识？

1.Select individual(个人的，独特的）managers specifically for their demonstrated global awareness

选择有全球意识的个人经理

2.Personal relationships in other countries.

在其他国家的人际关系

3.Successful long-term business relationships with foreign customs

和外国长期的贸易关系

4.Have a culturally diverse senior executive staff or board of directors

有一个多元文化的高级主管或者董事会

5.国际营销的五个阶段

1.No direct foreign marketing

2.Infrequent foreign marketing

3.Regular foreign marketing

4.International marketing

5.Global marketing

6.三种策略导向

1.See international marketing as ancillary to the domestic operations.

国际营销用来辅助国内业务

2.See international marketing as a crucial aspect of sales revenue generation but treats each market as a separate entity.

将国际营销作为销售收入的一个重要方面，但是把每一个市场当做独立的实体对待

https://www.wendangku.net/doc/313707680.html,mon consumer characteristics and behaviors come into play as key segmentation variables applied across countries

共同的消费特性和消费行为作为应用于各国的主要细分变量。

7.新兴大市场的特点

1.are all geographically large

2.have significant populations

3.represent sizable markets for a wide range of products

4.have strong rates of growth or the potential for significant growth

5.have undertaken significant programs of economic reform

6.are of major political importance within their regions

7.are “regional economic drivers”

8.will engender further expansion in neighboring markets as they grow(逐步扩张周边市场）

8.文化的定义

Culture is the sum of the values ,rituals,symbols,beliefs,and thought processes that are learned and shared by a group of people,then transmitted from generation to generation.

文化是群体拥有代代相传的认知和分享的价值观，宗教，符号，信仰和思维方式。

9.文化的分类

*cultural imperatives (文化强制性）

*cultural electives (文化选择性)

*cultural exclusives (文化排他性）

10.收集原始数据

*quantitative research 定量分析

*qualitative research 定性分析

11.如何提前发现翻译的错误

1.back translation 回译法

The questionnaire is translated from one language to another,and then a second party translate it back into the original,and the two original language versions are compared.

先将问卷翻译成另外一种语言，再由他人译回原文借此过程发现误解之处。

2.parallel translation平行翻译

More than two translators are used for the back translation;the result are compared,difference discussed,and the most appropriate translation selected

让两个以上译者进行回译，然后比较个人的翻译并讨论存在的差异，选出最合适的。

3.Decentering逐译

Is a hybrid of back translation

是回译和平译的综合。由不同译者担任翻译和回译，会议导致对调查问卷的修改，连续重复上述过程，直至最终回译与原语言版本一致。

12.国际广告的步骤

1.perform marketing research

2.specify the goals of the communication

3.develop the most effective message for the market segments selected

4.select effective media

https://www.wendangku.net/doc/313707680.html,pose and secure a budget based on what is required to meet goals

6.execute the campaign

7.evaluate the campaign relative to the goals specified

13.四种定价方法以及定义

1.variable-cost Pricing变动成本定价法

2.full-cost pricing完全成本定价法

3.skimming撇脂定价法/高价法

4.penetration pricing policy渗透定价法/最低价格定价法

国际营销英文文献

International private enterprises external constraints and the Government Service Innovation Abstract: In the opening to the outside world situation growing, private enterprises can not be separated from the internationalization of the rational power of the Government. This paper analyzes the internationalization of private enterprises of the external constraints, a private enterprise internationalization of innovation need to government services. Keywords: private enterprises of the external factors of international service innovation With the world economy, increasing globalization, China has become the world's fourth-largest economy, including private enterprises in economic development by increasing the role. Private enterprises are faced with not only the competitiveness of domestic firms and foreign multinational companies are faced with challenges. Therefore, expanding the opening up of the situation, the private enterprises to develop and grow, not only to make use of domestic markets and resources, but also going out to implement the strategy and the internationalization of private enterprises, in a broader competitive environment to meet the challenge. Towards world-class enterprise can not be separated from the support of the Government, the Government should be private enterprise to provide a good environment, strengthening innovation services. International private enterprises external constraints At present, the development of private enterprises in China has made great achievements, but our small and medium-sized private enterprises still dominated the majority of private enterprises through the first start of the primitive accumulation period, being the second business, the implementation of international strategy, international operations, enterprises must create a certain degree of accumulation and the capacity and conditions. However, the internationalization of private enterprises of the potential hindering the external environment, so that many companies fall into the plight of the development. (A) financial bottlenecks encountered At present, private enterprises, especially those in the survival of small and medium-sized financial institutions from the public it is difficult to obtain adequate financing for development. These enterprises can apply for loans to small, low visibility due to take the way of external financing is very difficult. Most of them only through self-financing and non-formal channels of access to capital financing. High-risk and cost of financing and financial situation of the shortage of channels for private enterprises has seriously hampered the pace of foreign trade, and even lead to business in the international competition of mortality. Small and medium-sized private

国际市场营销论文英文版

《国际营销》期末论文 班级：Z0902 姓名：于涛学号：09 The Role of Government Abstract: The purpose of the passage is to describe the role of government in the market. Key words: Government market role develop The word’s markets are overseen by governments. Ideally, those governments set polices based on what they believe will serve the greatest number of their people to the greatest extent. The maintenance of nation borders is the single most important element that separates international trade from domestic trade. While consumers and producers make most decisions that mold the economy, government activities have a powerful effect on the market. Incubate special research, business and development, such as small businesses, space research, job training, unemployment insurance and more. Perhaps most importantly, the federal government guides the overall pace of economic activity, attempting to maintain steady growth, high levels of employment, and price stability. It can slow down or speed up the economy's rate of growth -- in the process, affecting the level of prices and employment. It is supposed to create and administer laws which are fair and equitable. Imagine any team sport without rules or referees. Experience has shown that neither the teams nor the fans find this acceptable. Without an independent referee disputes in a game could not be resolved. Most fans and teams are willing to put up with the occasional bad call rather than no calls at all. The same thing applies in government. Lately there has been a great deal of discussion about the power of the free market to regulate itself or the "invisible hand" to sort things out. Hundreds of years of experience had shown this not to work. Time and again markets have become unstable, either with bubbles such as the famous tulip mania or the "South Sea Island" bubble, or have become overly concentrated such as the standard oil trust. This leads inefficiency, since prices are distorted and resources are diverted from innovation and expansion of socially useful tasks. Without a referee the situation eventually fails anyway, but later and with more social damage than a well regulated society would provide. Modern society is going to continue to have government perform all functions. These have developed because there was a need, and because they worked more often than they failed. Progress will be made when the critics stop trying to turn the clock back to an imaginary past and devote their energies to optimizing what we have. "Liberals" can also do their part by focusing the discussion on the roles listed above and proposing improvements targeted to each sector. In fact, government plans important roles in the market. Government can protect and regulate the sustainable use of natural resources. Enforce and regulate fair and responsible business practices. Included in this is monitoring monetary policy, giving consumer protection and regulating banking practices. Determine and enforce civil laws of property and conduct. This includes the freedoms of the press, religion and rights of property. Provide public goods and services for the well-being of the community as a whole, such as infrastructure, vaccination programs, disaster relief, fireworks shows, public parks, basic healthcare, subsidized housing,

期末论文之国际营销英文版

2006学年第一学期期末论文 International Marketing Plan ——Hisense Group

课程名称：国际营销 任课教师：韩广义 学生姓名：许康 I Company Profit: Hisense brand was recognized as a Famous Trademark in China by the State Administration of Industry and Commerce on January 5, 1999. Founded as Qingdao No.2 Radio Factory in 1969.Hisense in Chinese connotes an ocean-like broad vision and credibility that Hisense always values. The English name Hisense is composed of “high” and “sense”, which connote Hisense’s persistent pursuit of high technology, high quality and high taste.Hisense has now developed into a multibillion dollar global conglomerate, which has two listed companies (Hisense Electric Co., Ltd. (600060), on the Shanghai Stock Exchange, and Hisense Kelon Electrical Holdings Company Ltd. (000921), on the Shenzhen and Hong Kong Stock Exchanges)。owns three famous trademarks (Hisense, Kelon and Ronshen)。and provides a wide range of products and services includin g “multimedia”, “homeappliances”, “telecommunications” and ”information technology”. Adhering to its development strategies stressing sound technological foundation and robust operation, Hisense expands its business into high-end industries and also into the top tiers of those industries through continuous technological research and development. It is making unremitting efforts and developing successive innovations together with its 60,000 employees around the world for the same dream---developing Hisense into an enduring enterprise and global brand. Around the world,Hisense has production bases

国际营销简答英文版

1 ? 2010 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. chapter1 What are the recent trends in world trade? Will expansion of world trade in the future follow these trends? Global Linkages: Global linkages bind countries, institutions, and individuals more closely than ever. World trade opens up entirely new business horizons （界限，范围）. Domestic Policy Repercussions(影响): Exchange rates have begun to determine the level of trade. The global market imposes increasingly tight limits on national economic regulation and sovereignty(国家主权）. Chapter2 1. List and briefly describe the five elements of success that are required for an international marketer to take advantage of and thrive in developing markets. Research - learn about the needs, aspirations, and habits of targeted populations. Creating Buying Power - allowing consumers with no collateral to borrow money. Tailoring Local Solutions - combine advanced technology with local insights. Improving Access - by providing access, it could lead to a thriving business. Shaping Aspirations - ideally suited products to match consumer demand. 2.From the international marketer's point of view, what are the opportunities and problems caused by increased urbanization in developing countries? Wu Chapter4: 1.List and briefly describe the elements of culture. a) Language b) Nonverbal Language c) Religion d) Values and Attitudes e) Manners and Customs f) Material Elements g) Aesthetics h) Education i) Social Institutions j) Sources of Cultural Knowledge 2.List and briefly describe the dimensions of culture used in Cultural Analysis a) Individualism-“I ” consciousness versus “we ” consciousness; b) Power distance- level of equality in a society; c) Uncertainty avoidance- need for formal rules and regulations d) Masculinity- attitudes toward achievement, roles of men and women.

国际营销(英文版)重点

国际营销(英文版)重点

华北科技学院 课程设计说明书 班级：国贸B08- 3 班 姓名（学号）：彭龙耀（200804014305） 设计题目：市场营销策划与实现 设计时间：2010年12月20日至2011年1月6日评语：

评阅成绩：评阅教师： 目录 一、课程设计概述 (1) 二、第一季度营销计划 (5) 三、第二季度营销计划 (10) 四、第三季度营销计划 (15) 五、第四季度营销计划 (21) 六、第五季度营销计划 (26) 七、第六季度营销计 第 3 页共 54 页

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国际市场营销学课后习题答案

第一章 1、国际市场营销学：是一门研究以国外顾客需求为中心、从事国际市场营销活 动的国际企业经营管理的科学。 2、国际市场营销学与市场营销学、国际贸易学的区别与联系是什么？ 答：国际市场营销学与市场营销学的关系与区别 联系：①理论基础相同②经营理念相同③市场边界的扩大 区别：①国际市场环境更加复杂②国际市场营销面对更多不确定因素 ③国际市场营销方案更多样化④国际市场营销的难度更大 国际市场营销与国际贸易的联系与区别 联系：①国际贸易是国际市场营销的先导。 ②企业的国际市场营销是国际贸易的一部分。 区别：①经营主体不同②商品的流通形态不同 ③经营动力或行为动机不同④评价经济效益的信息来源不同 ⑤国际市场营销活动的作业流程比国际贸易更加复杂 3、企业开展国际市场营销的动因是什么？ 答：⑴国内市场竞争激烈，利润微薄促使企业走向国际市场 ⑵企业走向国际市场以延长其产品的生命周期 ⑶国际市场需求潜力大、机会多 ⑷对低成本的追求 ⑸对东道国丰富和廉价资源的吸引 ⑹本国政府的支持和鼓励 ⑺东道国市场环境和基础设施条件的吸引

4、国际市场营销的发展过程是什么？ 答：⑴国内营销阶段⑵出口营销阶段⑶国际市场营销阶段 5、国际市场的研究内容有哪些？ 答：研究对象：国际市场需求、国际市场营销活动、国际市场营销规律研究内容：国际市场营销环境、国际市场的选择、国际市场的调研、国 际市场营销规划与组织、国际市场营销信息系、国际市场营销策略、国 际市场竞争战略。 第二章 1、国际政治环境：是指东道国直接或间接影响和制约国际市场营销的各种政治 因素的集合，其内容主要涉及政府与政党体制、政府政策和政治风险。 2、国际法律环境：影响国际企业开展国际市场营销活动的法律主要有国内法律 国际法律和东道国法律构成了国际法律环境。 3、如何评估国际政治环境？ 答：⑴专家调查法⑵实地考察法⑶利用驻外专家调查法 ⑷利用国际咨询机构法⑸政治体制稳定指数（PSSI）法 4、采取什么措施以防范国际政治风险？ 答：⑴回避策略⑵保险策略⑶当地化策略⑷建立合资企业策略 ⑸树立良好的企业形象策略⑹积极参与东道国经济建设策略 5、国际商务争端的解决途径有哪些？ 答：（1）协商：是指在发生商务争端之后，各方当事人约定在自愿互谅互让、相互妥协的基础上，依据相关法律和合同条款的规定，达成 各方都能接受的解决方案。

第16版国际营销重点

1，international marketing（国际营销）： is the performance of business activities designed to plan,price,promote,and direct the flow of company’s goods and services to consumers or users in more than one nation for profit. 国际营销是指对商品和劳务流入一个以上国家的消费者或用户手中的过程进行计划、定价、促销和引导，以便获取利润的活动。 2.Self-reference criterion(SRC)自我参照标准 The SRC is an unconscious reference to one’s own cultural values,experience, and knowledge as a basis for decisions. 是指无意识的参照个人的文化价值观、经验和知识，作为决策的依据。 3. ethnocentrism 民族中心主义 Ethnocentrism is the notion that people in one’s own company,culture,or country know best how to do things.’ 4.如何避免SRC建立全球意识？ 1.Select individual(个人的，独特的）managers specifically for their demonstrated global awareness 选择有全球意识的个人经理 2.Personal relationships in other countries. 在其他国家的人际关系 3.Successful long-term business relationships with foreign customs 和外国长期的贸易关系 4.Have a culturally diverse senior executive staff or board of directors 有一个多元文化的高级主管或者董事会

《国际市场营销学》第五章习题参考答案

1.解释下列概念： 知识经济: 所谓知识经济，也叫作智能经济，是指建立在科学技术知识信息的开发研究、生产分配及应用推广基础上的经济形态。它是以高新技术产业为主，以智力资源的拥有和配置为基础，以科学技术为依托的一种可持续发展的新型经济形式。 创造需求观念: 创造需求观念是以技术革新为契机，去挖掘消费者无法意识到的消费需求，开发出新产品去创造、引导消费者的消费，并形成企业特定的市场。 EDI : EDI 是一种由电子计算机和通讯网络来处理业务文件的技术，这一新型贸易方式无需纸张单据，因而被称为“无纸贸易”。 互联网：互联网是指将两台计算机或者是两台以上的计算机终端、客户端、服务端通过计算机信息技术的手段互相联系起来的结果，人们可以远距离的实现参与者之间的互动、分享与联系。 4C: 以顾客为中心的4C (顾客、成本、方便、沟通） 电子商务: 电子商务是指那种改变了传统的商业模式，通过电子通信，包括电话、传真机、信用卡、电视、自动提款机和基于互联网络而进行的商业贸易。 2.试述知识经济的特征。 答: 科学和技术的研究开发日益成为知识经济的重要基础; 信息和通信技术在知识经济的发展过程中处于中心地位; 服务业在知识经济中扮演了主要角色; 人力的素质和技能成为知识经济实现的先决条件. 3.知识经济时代技术革命的主要特点是什么？ 答：它引起社会生产力的巨大变化，推进着社会生产率的提高，并推动了许多全新领域的产生；促进工业结构高级化；科技革命将推进传统工业的改造；以电子信息技术为核心的现代科技革命从地域范围上看是一场全球性革命。 4.技术革命对国际营销有什么影响？ 答：对顾客需求的影响：消费者需求趋于个性化；消费者行为趋于理性化；市场竞争加剧，消费者面临更多的选择；消费者对价格更加敏感；知识消费将成为最重要的消费领域。 对营销观念的影响：技术革命一方面使技术日新月异，产品的生命周期将大大缩短，新产品层出不穷；另一方面消费者的需求更多样化、个性化及高档化，因此，企业不仅适应消费者需求，还必须不断地进行营销创新，营销创新的关键是营销观念创新，即从满足顾客需求转变为创造需求。 对交易方式的影响：EDI的使用将大大增加交易速度，降低交易费用，扩大客户范围；大大拓宽了市场营销网络，创造了一个全新的网上贸易市场，电子商务应运而生。 对营销管理的影响：信息技术革命带来全球通信便捷，使得远程办公、远程会议和远程管理成为可能，信息成本不断下降，这种现代化的管理模式和方式越来越易于操作，而且可以大幅度压缩传统的旅行费用和额外开支。 对竞争战略的影响：技术革命的加速发展，使企业在获取巨大利润的同时，需要大量的投入和承担巨大风险，因此采用高技术开拓国际市场的企业，一般都注重与相关企业建立战略合作联盟，从而使传统的单纯的对抗竞争形式变成既是竞争对手又是合作伙伴、相互依赖相互竞争的形式 5. 简述互联网的商业应用。 答：厂商利用互联网做广告，进行客户调查，寻找合作伙伴及分销商，发布产品信息，与客户沟通，提供服务信息以及获取市场分析的数据等。 Web2.0的出现使网络应用更趋向人与人之间的信息交换和协同合作，其模式更加以用户为中心，其核心是强调参与者之间的互动、分享与关系。Web2.0 的发展，在两个方面对市场营销产生了重大的影响：其一是促成了社会化媒体的发展，其二是创造性顾客的兴起。

国际营销

名词解释 1、SRC （self-reference criterion）is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions. P14 2、Global awareness to be globally aware is to have tolerance of cultural differences and knowledge of cultures, history, world market potential, and global economic, social, and political trends P16 简答 4、Discuss the four phases of international marketing involvement P18 The first phase includes those domestic firms which have no foreign business activity except those sales made to foreign customers who come directly to the firm. The second phase includes domestic firms which have temporary surpluses which are sold abroad. Therefore, sales are made on an availability basis with little or no intention for continuing market representation. The third phase includes the domestic firms that have permanent productive capacity which is utilized to produce goods which are sold on a continuing basis in foreign markets. The fourth phase includes the international company that produces a product for the world market. 10、Define and discuss the idea of global orientation A global orientation means operating as if all the country markets in a company’s scope of operations (including domestic market) are approachable as a single global market and to standardize the marketing mix where culturally feasible and cost effective or to adapt the marketing mix where culturally required and cost effective. A global orientation does not mean to follow a single strategy of standardization without regard for cultural differences nor does it imply that the marketing effort must be adapted to every cultural difference. Instead, it means looking for market segments with similar demands that can be satisfied with the same product, standardizing the components of the marketing mix that can be standardized, and, where there are significant cultural differences that require parts of the marketing mix to be culturally adapted, adapting. 第二章P54 简答 12、What are the traits of those countries considered big emerging markets? Discuss. Those BEMs, as the Department of Commerce refers to them, share a number of important traits: They are all physically large; have significant populations; represent considerable markets for a wide range of products; all have strong rates of growth or the potential for significant growth have all undertaken significant problems of economic reforms; are all of major political importance within their regions; are ―regional economic drivers;‖ will engender further expansion in neighboring markets as they grow.

国际贸易销售合同(英文版)Sales-Contract

Sales Contract Contract No: Contract Date: The Buyer: Address: Tel: Fax: E-mail: The Seller: Address: Tel: Fax: E-mail: The Seller and the Buyer agree to conclude this Contract subject to the terms and conditions stated below: 1. Product Name: 2. Purity: 3. Quantity: % more or less allowed 4. Unit Price: USD /KG 5. Total Amount: USD(大写) 6. Terms of Delivery: 7. Country of Origin and Manufacturer: 8. Packing: The packing of the goods shall be preventive from dampness, rust, moisture, erosion and shock, and shall be suitable for ocean transportation / multi-transportation. The Seller shall be liable for any damage and loss of the goods attributable to the inadequate or improper packing. The measurement, gross weight, net weight and the cautions such as "Keep away from moisture", "Handle with care" shall be stenciled on the surface of each package with fadeless pigment. 9. Shipping Marks: 10. Time of Shipment: No later than 11. Port of Loading:

第14版国际营销习题答案1

Chapter 1 The Scope and Challenge of International Marketing 1 “. . . the marketer’s task is the same whether applied in Dime Box, Texas, or Dar es Salaam, Tanzania.” Discuss. The only difference between domestic marketing and international marketing is that the activities take place in more than one country. Therefore, the marketing task is the same throughout the world. 2.How can the increased interest in international marketing on the part of the U.S. firms be explained? Increased interest has been brought about because of changing competitive structures, coupled with shifts in demand characteristics throughout the world. The U.S. market has reached saturation levels for many products, and increasing numbers of firms are faced with surpluses which must be sold. Also, many firms find that return on investment may be higher in foreign markets than in domestic markets. Finally, more and more firms realize that tomorrow’s markets will be world markets and it is imperative that they establish world market positions early. 3.Discuss the four phases of international marketing involvement. The first phase includes those domestic firms which have no foreign business activity except those sales made to foreign customers who come directly to the firm. The second phase includes domestic firms which have temporary surpluses which are sold abroad. Therefore, sales are made on an availability basis with little or no intention for continuing market representation. The third phase includes the domestic firms that have permanent productive capacity which is utilized to produce goods which are sold on a continuing basis in foreign markets. The fourth phase includes the international company that produces a product for the world market. 4.Discuss the conditions that have led to the development of global markets. According to the Professor Levitt and others who suggest that there is a global market for goods, this phenomenon has resulted from new communications technology, travel and other factors which have led to the markets of the world being more aware of different products and processes. As a result of this awareness, there are segments in each market who have had similar experiences and thus have common needs. These common needs are described as a demand for high quality, reasonably priced, standardized products. There is a strong feeling that within each country’s market there is a growing segment that has been exposed to ideas from around the world and thus have had their tastes and perceived needs affected. There is a strong feeling that world markets are being driven toward a converging commonality of taste and needs leading toward global markets. 5.Differentiate between a global company and a multinational company.