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1、partImultiplechoicepartII名词解释partIIITrueorFalsepartIV问答题partVcasestudy给学生划定范围如下：Introduction,chapter2,chapter3,chapter5,chapter6,chapter8,chapter9,chapter10,chapter11名词解释和问答题chapter1:valuechain,competitiveadvantage,globalmarketingstrategy,discussionquestions:1,5,7chapter2:productsaturation
2、levelsdiscussionquestion:1chapter3:high-orlow-context;diffusionofinnovations;environmentalsensitivity;Hofstede'sculturaltypologydiscussionquestions:1,2,3chapter5:discussionquestion:4;6chapter6segmentation,targeting,positioningdiscussionquestion:1;3chapter8:globalbrands,brandequity,packagin
3、g,country-of-origineffect;discussionquestion:2,6chapter9:marketskimming;marketpenetration,marketholding;dumping;discussionquestion:1,2,7chapter10:channelofdistribution;physicaldistribution;globalretailingdiscussionquestion:2;4chapter11:integratedmarketingcommunications49/49lWhatarethebasic
4、goalsofmarketing?Arethesegoalsrelevanttoglobalmarketing?lDescribesomeoftheglobalmarketingstrategiesavailabletocompanies.Giveexamplesofcompaniesthatusethedifferentstrategies.lDescribethedifferencebetweenethnocentric,polycentric,regiocentric,andgeocentricmanagementorientationslDefineleverage
5、andexplainthedifferenttypesofleverageutilizedbycompanieswithglobaloperations.lamanufacturerofsatellitedishesisassessingtheworldmarketpotentialforhisproducts.Heasksyouifheshouldconsiderdevelopingcountriesaspotentialmarkets.Howwouldyouadvisehim?lExplainthedifferencebetweenmarketcapitalism,ce
6、ntrallyplannedcapitalism,centrallyplannedsocialism,andmarketsocialism.Giveanexampleofacountrythatillustrateseachtypeofsystem.lWhataresomeoftheelementsthatmakeupculture/howdothesefindexpressioninyournativeculture?lWhatisthedifferencebetweenalow-contextcultureandahigh-contextculture?Giveanex
7、ampleofacountrythatisanexampleofeachtypeandprovideevidenceforyouranswer.lHowcanHofstede’sculturaltypologieshelpwesternmarketersbetterunderstandAsianculture?lOutlinethebasicstepsofthemarketresearchprocesslWhatisthedifferencebetweenexisting,latent,andincipientde
