川大学经济学院国际市场营销(双语)课程期末复习.docVIP

2008—2009学年度第一学期 国际市场营销（双语）期末复习 任课老师：赵智 上课时间：周五第四大节 题型： 1、名词解释（每题5分，共20分） 2、不定项选择题（每题2分，共20分） 3、简答题（每题10分，共40分） 4、论述题（共20分） 复习重点：（名词、简答、多选的重点全部在以下资料中） 第一部分：市场营销与国际市场营销 1.Marketing: Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods services to create exchanges that satisfy individual and organizational goals 2.Business orientations: Production 生产导向（一般是垄断地位的公司） Product 产品导向：注重产品的质量、技术（一般是高技术公司） Selling 推销导向：降价，急于在短期内将东西卖出去 Marketing 营销导向（研究重点） Society Marketing 3.The marketing Mix: is the set of controllable tactical marketing tools, that the firm blends to produce the response it wants in the target market. Marketing Mix is the core of morden marketing. 4.4Ps (1)Product developing the right “product” for the target market (2)Price is the amount of money customs have to pay to obtain the product A. The only element in the marketing mix that produces revenue B. Most flexible elements of the marketing mix (3)Promotion means activities that communicate the merits of product and persuade target customs to buy it. A. personal selling B. mass selling C. sales promotion D. public relation E. direct marketing (4)Place is concerned with all the decisions involved in getting the “right” product to the target market’s place. 5.Target market selection(8Os) Occupants Objects Occasions Opposition Operations Organizations Outlets Objectives 6.International marketing: is defined as the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit 7.differentiation between marketing and international marketing（重点问题，简答） (1)Environment in more than one country 国内计划在国际环境中会有影响、改变削弱，是不可控的。 唯一可做的是利用那些可控的，以适应新的国际环境或当地环境。 (2)Degree of resource utilization resource allocation in two or more countries 利用国际分工，利用比较优势，相对优势。 (3)Tactics using different tactics according to t