江苏理工高杰国际市场营销考试答案

国际市场营销1.conceptanalysis(营销特点)：①Marketingistheactivityofinnovation②Marketingistheprocesstosatisfythedemandofconsumers③Marketingistheprocessofthemanagement④Marketingisthebridgebetweenthesocietyandenterprise⑤Marketingistheuniqueactivityforhumanbeings2.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.Cooperationistheonlywaytoachievethetarget.4.BussinessWeeksurveyedthesecompaniesandfoundthattheyhadthefollowingcharacteristics：（跨国公司的共同特点）Characteristicsoftheinternationalcompanies.(1)Productsareoftenuniquebecauseoftheirtechnology,design,orcost.(2)Sharplyfocused.Theirgoalistobefirstorsecondgloballyintechnologyniche.(3)Leanoperationstosavemoneyandspeeddecisionmaking.(4)Opentoideasandtechnologiesfromaroundtheworld.Manyestablishresearchlaboratoriesinothercountries.(5)Usingforeigntoheadoperationsandalsofillseniorpositionsatheadquarters.5.Differencesbetweendomesticmarketingandinternationalmarketing(国内市场营销和国际营销之间的差异)至少5个Domesticmarketing:(1)Businessistransactedinasinglecurrency.(2)Marketsegmentationoccurswithinasinglecountry.(3)Businesslawsandregulationsareimmediateanddirect.(4)Businessisconductedinasinglelanguage.(5)Businessriskcanusuallybeidentifiedandassessed.Internationalmarketing:(1)Manycurrenciesinvolved,withwideexchangeratefluctuations.(2)Marketsegmentsmightbedefinedacrosstheconsumersofthesametypeinmanydifferentcountries.(3)Foreignlawsandregulationsmightnotbeclear.(4)Multinationalcommunicationisrequired.(5)Distributionandcreditcontrolmaybeextremelycomplex6.Theexternalforcesarecommonlycalleduncontrollableforcesandconsistofthefollowing.(不可控因素)至少5个(1)Competitive-kindsandnumbersofcompetitors，theirlocations,andtheiractivities.(2)Distributive-nationalandinternationalagenciesavailablefordistributinggoodsandservices.(3)Economic-variables(suchasGNP,unitlaborcost,andpersonalconsumptionexpenditure)thatinfluenceafirm｀sabilitytodobusiness.(4)Socioeconomic-characteristicsanddistributionofhumanpopulation.(5)Financial-variablessuchasinterestrates,inflationrates,andtaxation.(6)Legal-themanykindsofforeignanddomesticlawsbywhichinternationalfirmsmustoperate.7.itisveryimpossibleforanycompanytomakegreatbusinessachievementifitdoesnottakeanyinternationalactivities.Thisisbecause?(如果不采取任何国际活动,那么任何公司都可能造就伟大的商业成就。这是因为?)（1）Thecompanieshavetocomplywiththedevelopmenttrendofthewoldeconomy.（2）Theinternationalmarketwillprovideimportantproductionfactorsforthecompanies.（3）Totaketheinternationalmarketingmakesthecompaniesbreakthetradebarriersandexpandtheexport.8.Theinternationalmarketwillprovideimportantproductionfactorsforthecompanies,Thisisbecause?(国际市场将为公司提供重要的生产要素,这是为什么？)（1）nocountrycanprovideallofthenatureresourcesforitseconomicdevelopment.（2）thecompaniesmaylackenoughcapitalandadvancedtechnologies.（3）thecompaniescangetmorebusinessinformation.9.Thetwoexceptions-JapanandtheUnitedStates.(日本和美国贸易方向不一样产生的原因JapanandtheUnitedStatesisnotthesameasthedirectionofthetrade.)（1）whyJapansellsmoretodevelopingnationsthanmostdevelopednationsdoisthatithashadanextensivedistributionsysteminthesemarketssincetheearly1980s（2）thecountryhasnolocalsourcesofrawmaterials,ithasusedgeneraltradingcompaniestoimportmanyoftheraw（3）AmericanfirmshavesignificantlymoresubsidiariesindevelopingnationsthanJapanesecompaniesdo,thesesubsidiariesarecaptivecustomersfortheirAmericanowners（4）somebuyersinSoutheastAsiancountries,rememberingthatJapanwasanaggressor,prefertobuyfromAmericanfirms10.Whoshouldbeyourmajortradingpartners?(选择贸易伙伴标准）至少3个(1)Businessclimateinimportingnationisrelativelyfavorable.(2)Exportandimportregulationsarenotinsurmountable.(3)Thereshouldbenostrongculturalobjectionstobuyingthatnation’sgoods.(4)Satisfactorytransportationfacilitieshavealreadybeenestablished.11.Lotsofthegovernmentstakevariouscountermeasurestolimittheworldtrade,because:(限制贸易原因)(1)Theywanttoprotecttheirmarkets.(2)Theywanttoprotecttheiremployment.(3)Theywanttoprotecttheirnationalindustries.(4)Theywanttolimitthecompetitivenes