英语专业市场营销参考试题.ppt

参考试题,Section A definition,1. Global marketing: Global marketing is defined as the firms commitment to coordinate its marketing activities across national boundaries in order to find and satisfy global customer needs better than the competition.,2. Marketing mix: In carrying out the marketing functions, the firm needs to have a marketing program or strategy. This is known as the marketing mix.,3. Big Mac Index: The index is based on the theory of purchasing-power parity, the notion that a dollar should buy the same amount in all countries. The theory naturally relies on certain assumptions, such as negligible transportation costs, the goods and services must be “tradable”. Thus, in the long run, the exchange rate between two currencies should move towards the rate that equalizes the prices of an identical basket of goods and services in each country. It can help us determine whether a currency is overvalued or undervalued.,4. Global integration Recognizing the similarities between international markets and integrating them into the overall global strategy. 5. Market responsiveness Responding to each markets needs and wants.,Physic distance Psychic distance has been defined as differences in language, culture, political system, level of education or level of industrial development. It is influenced by the psychological characteristics of the buyer and the seller, the firms organizational culture, and the national and industry culture to which the firm belongs. With the interaction process of people or firms, the physic distance can be reduced. However, relationships do not always last forever. The partner may move from each other until they are separated.,7. Reactive Motives the firm reacts to pressures or threats in its home market or in foreign markets and adjusts passively to them by changing its activities over time.,8. Coca-colonization. Coca-colonization is a term that refers to globalization or cultural colonization. It is a portmanteau of the name of the multinational soft drink maker Coca-Cola and the word colonization. The term is used to imply either the importation of Western (particularly American) goods or an invasion by Western and especially American cultural values that threatens the local culture.,Proactive motive represent stimuli to attempt strategy change, based on the firms interest in exploiting unique competences (e.g. a special technological knowledge) or market possibilities.,10. Economies of scale Becoming a participant in global marketing activities may enable the firm to increase its output and therefore reduce its cost for the accomplishment of a given repetitive operation.,Section B Acronym,1.EPRG E: ethnocentric P: polycentric R: regiocentric G: geocentric,2. SME SMALL AND MEDIUM ENTERPRIZES 3. LSE LARGE SCALE ENTERPRIZES 4. NAFTA NORTH AMERICA FREE TRADE AGREEMENT,5. WTO WORLD TRADE ORGANIZATION 6 GDP GROSS DOMESTIC PRODUCT 7. GNP GROSS NATIONAL PRODUCT,8. R&D RESEARCH AND DEVELOPMENT 9. PEST POLITICAL, ECONOMICAL, SOCIAL AND TECHNOLOGICAL 10. BERI index BUSINESS ENVIRONMENTAL RISK INDEX,Part II Fill in the blanks,Markets are people, not products, There may be global product but there are not global people Regional clusters (such as the European Union or NAFTA)have formed regional trading blocs , which may represent a significant blockage to globalization.,3. Greek historian Herodotus claimed that everyone believes their regional customs and religion are the best. 4. In the international motive section, we know that short term profit is especially important for SMEs. 5. Porters diamond model contains six factors, basic factors and advanced factors are elements of Factor conditions.,6. There are three rules to be used for entry mode selection, they are nave rule , Pragmatic rule and strategy rules .,Question 1: 1. Find global customer needs: This involves carrying out international marketing research and analysing market segments, as well as seeking to understanding similarities and differences in customer groups across countries.,2. Satisfy global customers: Adapting products, services and elements of the marketing mix to satisfy different customer needs across countries and regions. Coordinate its marketing activities: Coordinating and integrating marketing strategies and implementing them across global markets, which involves centralization, delegation, standardization and local responsiveness.,4. Being better than the competition: Assessing, monitoring and responding to global competition by offering better value, low price, high quality, superior distribution, great advertising strategies or superior brand image.,Question 2: The EPRG framework: E: ethnocentric eg: Apple; ZARA P: polycentric eg: auto-mobile manufactures R: regiocentric eg: baby products G: geocentric(think global, act local) eg: KFC,Question 3:,Question 4,Suppliers bargaining power,Supply is dominated by few companies and they are more concentrated than the industry they sell to. their products are unique or differentiated, or they have built up switching costs. they are not obliged to contend with other products for sale to the industry. they pose a credible threat of integrating forwards into the industrys business.,5. Buyers do not threaten to integrate backwards into supply. 6. The market is not an important customer to the supplier group.,Buyer bargaining power,Buyers are concentrated and/or purchase in large volumes. buyers pose a credible threat of integrating backwards to manufacture the industrys product. products they purchase are standard or undifferentiated.,4. There are many suppliers(sellers) of the product 5. Buyers earn low profits, which create a great incentive to lower purchasing costs.,Question 5,Export, intermediate and hierarchical modes. 1. Export modes are the most common modes for initial entry into international markets. With export entry modes a firms products are manufactured in the domestic market or third countries and then transferred either directly or indirectly to the host market. Exporting can be organized in a variety of ways, depending on characteristics of the host market and the number and types of