《国际市场营销 考试复习题 答案.doc》由会员分享，可在线阅读，更多相关《国际市场营销 考试复习题 答案.doc（9页珍藏版）》请在金锄头文库上搜索。
1、International Marketing 一、名词解释:1International marketing： International marketing is defined as the performance of business activities designed to plan,price, promote, and direct the flow of a companys goods and services to consumers or users in more than one nation for a profit.2strategic internatio
2、nal alliance (SIA) A strategic international alliance (SIA) is a business relationship established by two or more companies to cooperate out of mutual need and to share risk in achieving a common objective.3Common law, The basis for common law is tradition, past practices, and legal precedents set b
3、y the courts through interpretations of statutes, legal legislation, and past rulingsCommon law seeks “interpretation through the past decisions of higher courts which interpret the same statutes or apply established and customary principles of law to a similar set of facts” Civil or code law,Code l
4、aw is based on an all-inclusive system of written rules (codes) of law Islamic law Islamic law defines a complete system that prescribes specific patterns of social and economic behavior for all individuals.4Global brand A global brand is defined as the worldwide use of a name, term, sign, symbol (v
5、isual and/or auditory), design, or combination thereof intended to identify goods or services of one seller and to differentiate them from those of competitors5Politically sensitive productsPerceived to have an effect on the environment, exchange rates, national and economic security, and the welfar
6、e of people 。Are publicly visible or subject to public debate 。 6. Sales promotions Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation。7.Cultureculture refers to “the human-made part of human environmentthe sum
7、total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society”8. SubornationInvolves giving large sums of moneyfrequently not properly accounted fordesigned to entice an official to commit an illegal act on behalf of the one o
8、ffering the bribe; involves breaking the lawLubrication Involves a relatively small sum of cash, a gift, or a service given to a low-ranking official in a country where such offerings are not prohibited by law9. ConfiscationConfiscation, the most severe political risk, is the seizing of a companys a
9、ssets without paymentExpropriationExpropriation is where the government seizes an investment, but some reimbursement for the assets is made; often the expropriated investment is nationalized to become a government run entityDomestication Domestication occurs when the government mandates local owners
10、hip and greater national involvement in a foreign companys management10.Distribution process，The distribution process includes the physical handling and distribution of goods, the passage of ownership (title), and the buying and selling negotiations between producers and middlemen and between middle
11、men and customersDistribution structure Each country market has a distribution structure through which goods pass from producer to use，Within this structure are a variety of middlemen whose customary functions, activities, and services reflect existing competition, market characteristics, tradition,
12、 and economic development 11. Country-of-origin effect (COE) Country-of-origin effect (COE) can be defined as any influence that the country of manufacture, assembly, or design has on a consumers positive or negative perception of a product。12. Price escalation Price escalation refers to the added c
13、osts incurred as a result of exporting products from one country to another13.M-time/ P-time M-time, or monochronic time, typifies most North Americans, Swiss, Germans, and Scandinavians P-time, or polychronic time, is more dominant in high-context cultures。P-time is characterized by multi-tasking a
14、nd by “a great involvement with people”。14.Quality Quality can be defined on two dimensions: market-perceived quality andperformance quality。15. Integrated marketing communications (IMC)Integrated marketing communications (IMC) comprises: advertising、sales promotions 、personal selling 、direct sellin
15、g, and 、public relations二、翻译：1) SRC is an unconscious reference to ones own cultural values, experiences, and knowledge as a basis for decisions. ( self-reference criterion )自我参照标准是指人们习惯于用自己的价值观、经历、知识来作为评判一件事情的标准的无意识行为2) Ethnocentrism refers to the notion that ones own culture or company knows best
16、how to do things. 民族优越感是一种相信自身种族或团体优于其他团体的行为3) P17 To be globally aware is to have tolerant of cultural differences, and knowledgeable of culture, history, world market potential, and global economic, social and political trends.树立全球意识就要包容不同的文化差异，对世界各地的文化、历史、市场潜力，全球经济、政治倾向都要有深刻的了解4) P71 We must not make value judgments as to whether or not cultural behavior is good or bad, better
