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1、......单选（英）、填空（英）、简答（汉or英—best）Week11．DefinitionofMarketingMarketingisatotalsystemofbusinessactivitiesdesignedtoprovide:productsorservicespricepromotedistributetotargetmarketstoachieveorganisationalobjectives2．GlobalMarketingReferstomarketingactivitiescoordinatedandintegrat
2、edacrossmultiplecountrymarkets.Standardizedproducts,uniformpacking,identicalbrandnames.No.ofcountries:10-503．InternationalMarketingAnoldertermencompassingallmarketingeffortsinforeigncountries,whethercoordinatedornot,involvingrecognitionofenvironmentaldifferencesandforeigntr
3、adeanalysis4．Multi-DomesticMarketnProductmarketsinwhichlocalconsumershavepreferencesandfunctionalrequirementswhichdifferwidelyfromoneanother;nReflectsunderlyingreligious,cultural,socialfactors.Drink,food,taste.5．GlobalisationDriversMarket:ncommoncustomerneeds,globalcustomer
4、s,globalchannels,transferablemarketing,leadingmarketsCompetitive:ncommoncompetitorsusingglobalstrategiesCost:nscaleeconomies,scopeeconomies,sourcingadvantages,avoidanceofduplicationGovernment:nfavourabletradepolicies,acceptanceofforeigninvestment,compatibletechnicalstandard
5、s,commonmarketingregulations6．GlobalMarketingObjectivesnPressuringCompetitorsnIncreasingthecompetitivepressureinacompetitor’sstrongholdmarketnmighthelpdivertthecompetitor’sattentionfromothermarketsnDiversifyingMarketsnByaddingnewcountriesandmarketstothecompanyportfolionthef
6、irm’sdependenceonanyonemarketwillbelessenednLearningHowtodoBusinessAbroadnThisisanimportantspillovereffectfrommarketinginaforeigncountryWeek2学习好帮手......1.CSA&FSA（CSA）CountryspecificadvantagesTheadvantagestothefirmbecauseofthecountryitisfromorwhereitproduces.•Ascostadvantage
7、inlowcostcountry（FSA）FirmspecificadvantagesTheadvantagestothefirmthatcannotbeduplicatedbyothers.•AsVokswagen’sbrand.2.Country-of-origineffects1.Referstotheimpactoncustomersofthemade-inlabel.•Productsfromcountrieswithpositiveimagetendtobefavorablyevaluated•Fromlesspositively
8、perceivedcountriestendtobedowngraded.•AsbuyJapanesecar,notnecessarilyaNissanorToyo
