四川大学经济学院 国际市场营销(双语)课程期末复习.doc

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1、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:Marketingistheprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofideas,goods&servi

2、cestocreateexchangesthatsatisfyindividualandorganizationalgoals2.Businessorientations:ØProduction生产导向（一般是垄断地位的公司）ØProduct产品导向：注重产品的质量、技术（一般是高技术公司）ØSelling推销导向：降价，急于在短期内将东西卖出去ØMarketing营销导向（研究重点）ØSocietyMarketing3.ThemarketingMix:isthesetofcontrollabletacticalmarketingtools,tha

3、tthefirmblendstoproducetheresponseitwantsinthetargetmarket.MarketingMixisthecoreofmordenmarketing.4.4Ps(1)Productdevelopingtheright“product”forthetargetmarket(2)PriceistheamountofmoneycustomshavetopaytoobtaintheproductA.TheonlyelementinthemarketingmixthatproducesrevenueB.Mostf

4、lexibleelementsofthemarketingmix(3)Promotionmeansactivitiesthatcommunicatethemeritsofproductandpersuadetargetcustomstobuyit.A.personalsellingB.masssellingC.salespromotionD.publicrelationE.directmarketing(4)Placeisconcernedwithallthedecisionsinvolvedingettingthe“right”productto

5、thetargetmarket’splace.5.Targetmarketselection(8Os)OccupantsObjectsOccasionsOppositionOperationsOrganizationsOutletsObjectives6.Internationalmarketing:isdefinedastheperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofacompany’sgoodsandservicestoconsum

6、ersorusersinmorethanonenationforaprofit7.differentiationbetweenmarketingandinternationalmarketing（重点问题，简答）(1)Environmentinmorethanonecountry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)Degreeofresourceutilizationresourceallocationintwoormorecountries利用国际分工，利用比较优势，

7、相对优势。(3)Tacticsusingdifferenttacticsaccordingtothedifferentenvironment(4)Difficultyinmarketingmanagementmanagementinvolvingalltheactivitieswiththecrossingborderoftheproduct(5)Degreeofrisks国内：本币计价国外：汇率波动8.differentiationbetweenmarketingandinternationaltradeInternationaltradeInt

8、ernationalMarketingMotivationComparativeadvantageCompanydecis