1、第一章 P24名词解释1、SRC （self-reference criterion）is an unconscious reference to ones own cultural values, experiences, and knowledge as a basis for decisions. P142、Global awareness to be globally aware is to have tolerance of cultural differences and knowledge of cultures, history, world market potential,
2、 and global economic, social, and political trends P16简答4、Discuss the four phases of international marketing involvement P18The 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 pha
3、se 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
4、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 orientationA global orientation means operating as if all the country markets in a compa
5、nys 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
6、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 compo
7、nents 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 Departm
8、ent 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 proble
9、ms 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.第 3 章 P79简答11. The world population pattern trend is shifting from rural to urban areas. Discuss the marketing rami
10、ficationsThere are many marketing ramifications to the world rural-urban population shift. One of the obvious ones is that the world market is becoming more unified in location. Thus, it is becoming easier to reach a larger segment of the market by just marketing in the urban population centers. The
11、 types of products marketed will also change with this population shift. For example, food might become a more important product in international marketing with few people raising their own. Similarly, these shifts will result in greater industrialization in countries with presently low levels of in
12、dustrialization. This again implies marketing changes that might affect the world marketer, increased sales of capital goods, for example. In summary, people living in cities have different needs than those living in the country. Thus, the shift from country to city means that the world marketer has
13、 a different market to serve with different characteristics.第四章 P104名词解释Culture sensitivity: Being attuned to the nuances of culture so that a new culture can be viewed objectively, evaluated and appreciated.Culture borrowing: Effort to learn from otherscultural ways in the quest for better solution
14、s to a societys particular problems.简答7. What is the popular definition of culture? What is the viewpoint of cultural anthropologists? What is the importance of the difference? The popular definition of culture is that a person is either “cultured” or “uncultured” according to his or her ability in
15、certain specialized fields of knowledge. The cultural anthropologist defines culture as “all the knowledge, beliefs, and skills he or she acquires as a member of society.” The importance to the marketer of the differences between these two definitions is the fact that the anthropologists definition
16、includes all parts of life, and all of these parts affect a consumers desire and ability to pay for a product.16. How can resistance to cultural change influence product introduction. Are there any similarities in domestic marketing? Explain, giving examples. Resistance to cultural change will affec
17、t new product introduction in the respect that the greatest resistance will confront products which are farthest from the status quo, but this resistance can be lowered by gaining public interest. Lowering resistance in this situation means shortening the duration of the resistance. Domestic marketi
18、ng is subject to the same resistance to change. Examples of this resistance in the domestic market are the introduction of contact lenses and using motorcycles as an acceptable means of recreation.第五章 P134名词解释Cultural imperative：Business customs and expectations that must be met and conformed to or
19、avoided if relationships are to be successful. (customs that must be recognized and accommodated)Cultural elective：Relate to areas of behavior or to customs that cultural aliens may wish to conform to or participate in but that are not required. (customs to which adaptation is helpful but not necess
20、ary)Cultural exclusive：Customs or behavior patterns reserved exclusively for the locals (customs in which an outsider must not participate)P-Time：Characterized by the simultaneous occurrence of many thingsM-Time：Tend to concentrate on one thing at a time. Divide time into small units and are concern
21、ed with promptness简答14、Compare three decision-making authority patterns in international business. The top management decision making is the centralized decision making whereby only the people at the top make the decisions. The reason for this is managements distrust of the ability of the subordinat
22、es. The decentralized decision making is the system whereby executives at various levels of the business hierarchy are given rather complete decision making authority over their own functions. The committee decision-making places great emphasis on group participation, group harmony, and group decisi
23、on making.20、Distinguish between P-time and M-time. Edward Hall defines two kinds of time systems in the world monochronic and polychronic time. M-time (monochronic) typifies most North Americans, Swiss, Germans, and Scandinavians. In these Western cultures, they tend to concentrate on one thing at
24、a time. They divide time into small units and are concerned with promptness. M-time is used in a linear way and it is experienced as being almost tangible in that we save time, waste time, bide time, spend time and lose time. Most low context cultures operate on M-time. P-time is more dominant in hi
25、gh context cultures where the completion of a human transaction is emphasized more than holding to schedules. P-time is characterized by the simultaneous occurrence of many things and by “a great involvement with people.” P-time allows for relationships to build and context to be absorbed that are a
26、 part of high-context cultures. In Japan there is a mix between P-time and M-time. For appointments, Japan is very M-time but for all other interaction, they are more P-time. The American desire to “get straight to the point,” to “get down to business” and other indications of directness are all man
27、ifestations of M-time cultures. While the P-time system gives rise to looser time schedules, deeper involvement with individuals and a “wait and see what develops” attitude. For example, two Latins conversing would likely opt to be late for their next appointments rather than abruptly terminate the
28、conversation before it came to a natural conclusion.第六章 P156问答8、Discuss how governmental instability can affect marketing. Government instability affects marketing because of the risks which are inherent in foreign marketing. Much can be lost if a company invests money in a plant or operation within
29、 a foreign country and is later subjected to restrictions, controls, or expropriation by the present or new government.9、 What are the most frequently encountered political risks in foreign business? Discuss. a. Expropriation the acquisition of a companys property by the host country. The companies
30、may or may not be compensated. b. Exchange Controls used to conserve the supply of foreign exchange. Controls may be levied against foreign companies or types of products. c. Import Restrictions restrictions on the imports of raw material, parts, etc., are employed to induce the foreign industry to
31、purchase its supplies locally.d. Taxes they are sometimes increased despite prior agreements calling for a specific tax rate. e. Price Controls generally applied during inflationary periods to essential products. f. Labor Problems unions may have strong government support which allows special labor
32、concessions from the foreign business. Companies may be forced to abide by rules set up by labor unions through the government.15、Discuss measures a company might take to lessen its political vulnerability.Companies investing in foreign countries can minimize the political and economic risks by:a. e
33、stablishing a management of Americans and nationals,b. employing nationals,c. selling stock in the company to nationals,d. sharing the profits and earnings in a fair manner,e. understanding the traditions of the people in the host country,f. having the national work with you, not for you.第七章 P176名词解
34、释 1. Conciliation（调解）is a nonbinding agreement between parties to resolve disputes by asking a third party to mediate differences2. Arbitration（仲裁）：The usual arbitration procedure is for the parties involved to select a disinterested and informed party or parties as referees to determine the merits
35、of the case and make a judgment that both parties agree to hornor.3、Litigation (诉讼) ：Lawsuits in public courts.第十一章 P289名词解释distribution process includes the physical handling and distribution of goods, the passage of ownership, buying and selling negotiations between producers and middlemen, buying
36、 and selling negotiations between middlemen and customers. P265Each country market has a distribution structure through which goods pass from producer to user P265In an import-oriented or traditional distribution structure: Importer controls a fixed supply of goods Marketing system develops around t
37、he philosophy of selling a limited supply of goods at high prices to a small number of affluent customers6c p280 Cost Capital requirements Control Coverage Character ContinuityDistribution channels（baidu）A distribution channel is a method of getting a product to its consumer. Distribution channels a
38、re part of a companys marketing mix. A marketing mix refers to each business unique combination of product, price, promotion and place. Distribution affects the place or path through which consumers can buy and receive the product. A distribution channel may be an on-site store, a virtual store, a r
39、etailer, a wholesaler, an agent, a telemarketer or direct mail.简答2、Discuss the distinguishing features of the Japanese distribution system.P266Distribution in Japan has long been considered the most effective non-tariff barrier to the Japanese market. The distribution system is different enough from
40、 its United States or European counterparts that it should be carefully studied by anyone contemplating entry. The Japanese system has four distinguishing features: 1) a structure dominated by many small wholesalers dealing with many small retailers; 2) channel control by manufacturers; 3) a busines
41、s philosophy shaped by a unique culture; and 4) laws that protect the foundation of the system, the small retailer.14、Review the key variables that affect the marketers choice of distribution channels. P280The four main variables which affect the marketers choice of distribution channels are (1) the
42、 availability of middlemen, (2) the cost of their services, (3) the functions performed (and the effectiveness with which each is performed) and (4) the extent of control which the manufacturers can exert over the middlemens activities.第十二章 P320名词解释Sales promotions are marketing activities that stim
43、ulate consumer purchases and improve retailer or middlemen effectiveness and cooperation. P293Public relations(PR) Creating good relationships with the popular press and other media to help companies communicate messages to their publicscustomers, the general public, and governmental regulatorsis th
44、e role of public relations(PR). P294四方面Availability cost coverage lack of market data第 13 章 P342名词解释Expatriates P325 Expatriates Numbers are declining Important for highly technical or involved products High cost Cultural and legal barriers Limited number of high-caliber personnel willing to live ab
45、roadRelationship marketing （百度的） P323Relationship Marketing is a marketing strategy whose objective is to establish and maintain a profitable, long-term relationship with a customer, which goes beyond the initial contact.Relationship marketing is a form of marketing that evolved from direct response
46、 marketing, it places emphasis on building longer-term relationships with customers rather than on individual transactions. Relationship marketing involves an understanding of customers needs and wants through their lifecycle and providing a range of products or services accordingly.选拔六因素1 maturity
47、2 emotional stability 3 breadth of knowledge 4 positive outlook 5 a high level of flexibility 6 cultural empathy问答题10 Adaptability and maturity are traits needed by all salesmen. Why should they be singled out as especially important for international salesmen? These two traits are singled out as es
48、pecially important for international salesmen because the foreign market is extremely different from the domestic market and calls for different policies and more independent decisions and commitments. The traits are credited with being two of the prime causes for failure of international salesmen.1
49、1 an a person develop good cultural skills? P339Yes. Good cultural skills just as good social skills can be developed. Cultural skills provide the individual with the ability to relate to a different culture, even when the individual is unfamiliar with the details of that particular culture. Anyone being sent to another culture should receive training to develop cultural skills. In addition, they should receive specific schooling on the customs, values, and the social and political institutions of the host country. There are a variety of organi
