国际市场营销 名词解释 简答 及论述

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1、国际市场营销期末考试的题型及分值如下：（1）单项选择题（15题*1分=15分）（2）判断题（15题*1分=15分）（3）名词解释（5题*4分=20分）（4）简答题（5题*6分=30分）（5）案例分析（2题*10分=20分）Chapter8DevelopingaGlobalVisionThroughMarketingResearch名解：1.MarketingresearchThesystematicgathering,recording,andanalyzingofdatatoprovideinform

2、ationusefultomarketingdecisionmaking.2.SecondarydataDatacollectedalreadybysomeotheragency,suchasgovernmentstatistics,NGOstatistics,etc.3.PrimarydataDatacollectedspecificallyfortheparticularresearchproject.4.ExpertopinionThekeyinusingexpertopiniontohelpin

3、forecastingdemandistriangulation,thatiscomparingestimatesproducebydifferentsources.5.ParalleltranslationItisusedtoovercometheinaccuratetranslation,inwhichmorethantwotranslatorsareusedforthebacktranslation;resultsarecompared,differencesdiscussed,andthemos

4、tappropriatetranslationselected.6.BacktranslationAquestionnaireistranslatedfromalanguagetoanother,asecondpartytranslatesitbackintotheoriginal,andthetwooriginallanguageversionsarecompared.简答：1.Discusstheproblemsofgatheringsecondarydatainforeignmarkets.Ava

5、ilabilityofdata资料的可获得性Thequantityandqualityofmarketing-relateddataisnotavailableinmanycountries.Eveninsomecountries,substantialdatacollectionhasbeeninitiated（开始收集）onlyrecently.Reliabilityofdata资料的可靠性Officialstatistics(官方数据)aresometimestoooptimistic(乐观的)，

6、reflectingnationalprideratherthanreality,whiletaxstructures(税收制度)andfearofthetaxcollectoroftenadverselyaffectdata.Comparabilityofdata资料的可比性Insomecountries,datacanbemanyyearsoutofdateorhavebeencollectedonaninfrequentschedule.Thoughsomecountriesarenowgathe

7、ringreliabledata,therearenohistoricaldatatocomparewiththecurrentinformation.1.Whataresomeproblemscreatedbylanguageandtheabilitytocomprehendthequestionsincollectingprimarydata?Howcanaforeignmarketerovercomethesedifficulties?P195在收集原始资料时，由于语言和理解能力带来的困难有那些？

8、外国营销人员如何克服这些困难？DifficultieslAbilitytocommunicateopinions表达观点的能力lSamplinginfieldsurvey实地调查中的抽样lLanguageandcomprehension语言与理解lWillingnesstorespond.回答的意愿WaystoovercometheproblemsTheresearchermustpossessahighdegreeofculturalun