江苏理工高杰国际市场营销考试答案解析

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1、WORD格式可编辑国际市场营销1.conceptanalysis(营销特点)：①Marketingistheactivityofinnovation②Marketingistheprocesstosatisfythedemandofconsumers③Marketingistheprocessofthemanagement④Marketingisthebridgebetweenthesocietyandenterprise⑤Marketingistheuniqueactivityforhumanbeings2.a

2、globalfirm’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,no

3、tdifferences,amongmarkets.Thisisbecauseallofthemarketingoperationrequiresthecompaniestoinvesttheresourcesandfamiliarmarketscanreducetheexpendituresforthecompanyandmaketheoperationeasier.3.fourforcestopromoteglobalization(全球化四大推动力量)(1)Thedevelopmentofthemodern

4、scienceandtechnology,especiallyadvancesincomputerandcommunicationstechnologypermitanincreasingflowofideasandinformationacrossborders,enablingcustomerstolearnaboutforeigngoods.（2）Theprogressivereductionofbarrierstoinvestmentandtradebymostgovernmentsishastening

5、theopeningofnewmarketsbyinternationalfirmsthatarebothexportingtothemandbuildingproductionfacilitiesforlocalmanufacture.（3）Thereisatrendtowardtheunificationandsocializationoftheglobalcommunities.(4)Moreandmoregovernmentsrealizethemostimportantmissionforthemist

6、opromotetheeconomicdevelopmentandimprovethedomesticlivingstandardandiftheywanttoreachthegoaltheyhavetouseforeignresources.Cooperationistheonlywaytoachievethetarget.4.BussinessWeeksurveyedthesecompaniesandfoundthattheyhadthefollowingcharacteristics：（跨国公司的共同特点）

7、Characteristicsoftheinternationalcompanies.(1)Productsareoftenuniquebecauseoftheirtechnology,design,orcost.(2)Sharplyfocused.Theirgoalistobefirstorsecondgloballyintechnologyniche.(3)Leanoperationstosavemoneyandspeeddecisionmaking.(4)Opentoideasandtechnologies

8、fromaroundtheworld.Manyestablishresearchlaboratoriesinothercountries.(5)Usingforeigntoheadoperationsandalsofillseniorpositionsatheadquarters.5.Differencesbetweendomesticmarketingandintern