英文版国际营销重点及答案

国际营销InternationalMarketingistheperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofacompany’sgoodsandservicestoconsumersorusersinmorethanonenationforaprofit.国际营销市场细分InternationalmarketingmarketsegmentationEnterprisesafterentryintoaforeignmarket,duetocustomerdemandisvariedinthecountry,businessescannotmeetalltheneedsofcustomers,andcanbebrokendownintoanumberofmarkets,meettheneedsofoneorseveralmarkets.Afterthatwhenthecompanydecidestoenteranoverseasmarket,itwillfindthatcustomerdemandonthelocalmarketthereisstilladifference,needtobefurthersubdividedintoanumberofmarkets,withaviewtoselectingoneorseveralmarketstotargetmarkets.文化culture（1）isthesumofthevalue,rituals,symbols,beliefs,andthroughprocessesthatarelearnedandsharedbyagroupofpeople,thentransmittedfromgenerationtogeneration.（2）Isthehumanmadepartofhumanenvironment-thesumtotalofknowledge,beliefs,art,morals,laws,customs,andanyothercapabilitiesandhabitsacquiredbyhumansasmembersofsociety营销渠道MarketingchannelsMarketing(Marketingchannels)referstotheproductorservicepathalongthetransfer,transferfromparticipatingproductorserviceactivitiesinordertomaketheproductorserviceiseasytouseorconsumptionofallorganizations.销售促进销售促进（英文为：SalesPromotion，简称SP）Salespromotion(English:SalesPromotion,knownasSP),alsoknownasamarketingpromotion,itisanenterpriseusingavarietyofshort-termincentivestoencourageconsumersandbrokerstobuypromotionalactivities,distributionofproductsandservices.1.国内营销与国际营销区别和共同点Internationalmarketingisdevelopedonthebasisofmarketing.Asthedifferentbranchesofmarketing,internationalmarketinganddomesticmarketingofexistinglinkages,anddifferentiated.(A)Link1.Basedoncommonalityofinternationalmarketinganddomesticmarketingarebasedontheprinciplesofeconomicsasatheoreticalbasis.2.Consistencyofconceptsincontemporaryeconomicactivity,internationalmarketinganddomesticmarketingconceptsareconsistentinnature,aremarketingconceptasaguidingprinciple,tomeetconsumerdemandanduser-centric.3.Operationiseasy,inmanagement,internationalmarketinganddomesticmarketingthereisoftenacertainamountofcontact.Theirbusinessprocesses,internationalmarketingisanextensionofdomesticmarketing(B)thedifference1.Internationalmarketingenvironmenthasbecomemorecomplex2.UncertaintiesfacingtheinternationalmarketmoreChangingtrendofthemarketdemandforourproducts,aswellasconsumerbuyingmotives,consumerpsychology,evaluationofproducts,itisdifficulttodetermine.Enterprises'difficultyintimely,accurateinformationaboutcompetitors'reactions,andmultinationalmarketresearchmoredifficult.Companiesarestrugglingtochoosethemoresuitableadvertisingmediaandadvertisingtools,selectionandcontrolofinternationalmarketingchannelismoredifficulttodetermine.3.selectionofinternationalthandomesticmarketingmorediverse,moredifficult.4.Internationalmarketingmarketingharder2.文化具有哪些特点？文化具有的一些特征。它是：(1)规范性、(2)社会共享、(3)学、(4)主观，(5)持久，(6)累积的与(7)动态。此外，它方便的沟通。Culturehasanumberofcharacteristics.Itis:(1)prescriptive,(2)sociallyshared,(3)learned,(4)subjective,(5)enduring,(6)cumulative,and(7)dynamic.Furthermore,itfacilitatescommunication.一般来讲，文化具有以下特征：①应用性。②社会现象。③规范性。④学习性。⑤武断性。⑥价值载体。⑦沟通功能。⑧适应性或动态性。⑨长期性。⑩满足需求性InGeneral,theculturehasthefollowingcharacteristics:①application.②socialphenomenon.③normative.④studies.⑤arbitrary.⑥valuecarrier.⑦communicationfeatures.⑧Adaptiveordynamic.Issueslong-term.⑩tomeetdemand3.有效进行市场细分的标准---可测量性，可进入性，可盈利性，可区分性Enterprisemarketsegmentationstrategies,mustpayattentiontotheeffectivenessofmarketsegmentationandpracticality,cannotbebrokendownandsubdivided.Musthaveaclearpurposeanddirectionbeforebreakdown.InGeneral,validmarketsegmentshouldmeetthefollowingcriteria:(A)marketsizehasmeasurable;tosegmentvariouscharacteristicscanbemeasured.(B)Needsadequate;subdividedoutoftherealityofthemarketmustbesufficientdemand,andthedemandlevelisinlinewithsalesexpectations,butalsotoacertaindegreeofpotentialdemand,thusenablingenterprisestoenterthemarketafterthattohavegooddevelopmentprospects.(C)Intrusive;thatis,themarketisbrokendownbusinessimpactofmarketingactivitiestoreachthemarket.Inaccessibleordifficulttoenterthemarketsegmentismeaningless.(D)Stabilityanddevelopmentvalue;isrequiredafterabreakdownintheformofmarket,customerneedsshouldbeoveralongperiodofrelativestability,soastoensuretheeffectivedevelopmentofenterprisesonthemarket,andisexpectedtogain;onthecontrary,ifthefrequentlychangingneedsofthetwomarketsegments,itwillbringtotheenterprisebusinessrisk.(E)Responsedifferences;referstothesegmentoutofthemarket,toanyelementinthemarketingmixchangesaresensitivetodifferencesinsexualresponse.Asseveralmarketsindividuallydesignedamarketingmix.Forexample,allmarketstorespondtopricechangesinthesameway,youdonotneedtosetdifferentpricesforeachmarketstrategy.Onlythosecustomersofdifferentresponsestoimmediatepricechangesonlyneedtobebrokendownaccordingtotheprice.4.市场扩张策略有哪些1）Expansionstrategyisanexistingproduct,oronthebasisoftheexistingmarketexpansionstrategyoftryingtoincreasemarketshare.Itincludesamarketpenetrationstrategy,marketdevelopment,andnewproductdevelopmentpolicy.1)m