江苏理工高杰国际市场营销考试答案

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1、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

2、)Searchesformarketopportunitiesintheworld,threatsfromcompetitors,sourcesofproducts,rawmaterials,andfinancing,personnel.Inotherwords,ithasglobalvision.(2)Seekstomaintainapresenceinthekeymarket.(3)Looksforsimilarities,notdifferences,amongmarkets.Thisisbecauseallofthemarketingoperationrequires

3、thecompaniestoinvesttheresourcesandfamiliarmarketscanreducetheexpendituresforthecompanyandmaketheoperationeasier.3.fourforcestopromoteglobalization(全球化四大推动力量)(1)Thedevelopmentofthemodernscienceandtechnology,especiallyadvancesincomputerandcommunicationstechnologypermitanincreasingflowofideas

4、andinformationacrossborders,enablingcustomerstolearnaboutforeigngoods.（2）Theprogressivereductionofbarrierstoinvestmentandtradebymostgovernmentsishasteningtheopeningofnewmarketsbyinternationalfirmsthatarebothexportingtothemandbuildingproductionfacilitiesforlocalmanufacture.（3）Thereisatrendto

5、wardtheunificationandsocializationoftheglobalcommunities.(4)Moreandmoregovernmentsrealizethemostimportantmissionforthemistopromotetheeconomicdevelopmentandimprovethedomesticlivingstandardandiftheywanttoreachthegoaltheyhavetouseforeignresources.Cooperationistheonlywaytoachievethetarget.4.Bus

6、sinessWeeksurveyedthesecompaniesandfoundthattheyhadthefollowingcharacteristics：（跨国公司的共同特点）Characteristicsoftheinternationalcompanies.(1)Productsareoftenuniquebecauseoftheirtechnology,design,orcost.(2)Sharplyfocused.Theirgoalistobefirstorsecondgloballyintechnologyniche.(3)Leanoperationstosav

7、emoneyandspeeddecisionmaking.(4)Opentoideasandtechnologiesfromaroundtheworld.Manyestablishresearchlaboratoriesinothercountries.(5)Usingforeigntoheadoperationsandalsofillseniorpositionsatheadquarters.5.Differencesbetweendomesticmarketingandinternationalma