国际市场营销习题.doc

国际市场营销习题

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一、名词解释
1．网络营销：With the Internet is based, the use of digital information and network media to assist the interactivity of realizing the goal of the marketing a new marketing mode
2．全球营销观念 练P4
3．原始数据 练P28
4．二手资料 练P27 书187
5．价值观念Concept of value is a kind of subjective consciousness it can follow the objective environment changes, sets up the correct values to the growth of the people have the help very much, to set up the socialist collective values. Values are political and moral, for money and whether there is a value that after the subjective judgment, form the subjective views. A person's value will be constantly changing.
6．个人主义/集体主义指数 书P91
7．国际市场细分(International market segmentation) is in the market segment of the developed on the basis of, is the market segment concept in the use of the International marketing. Compared with the domestic market and international market buyers more, distribution and more because of its own strength as the enterprise of limit, often more difficult to meet the needs of the customers worldwide. Therefore, you need to the international market in accordance with some standard division
9．品牌 练P47
10．文化 练习P17
11．顾客价值 练P2
12．国际市场营销调研书P183
13．国际市场营销 书P9
14．国际战略联盟 练P38
15．营销渠道 练P63
16．直接分销渠道Direct distribution channel is refers to the producers will products direct to consumers or users supply, no middlemen intervention
17．间接分销渠道Indirect distribution channel is refers to the producers utilizing middlemen will supply to consumers or users, middlemen intervention in exchange.
18．代理中间商The agent to belong to a middleman. Specialized in purchase, sale or both of both the work, but don't get ownership. They are in the products to does not have the ownership, provide the services limited service businessmen wholesalers than less, the main function is to close the sale, earn commissions as a reward.
19．营销辅助机构
20．网络营销渠道The network marketing is the age of the network economy is a new marketing concept and marketing mode, it is to point to by Internet, computer communication technology and digital interactive media to achieve the marketing target a marketing methods.
二、简答题
2．简述文化的特征 练P22
3．简述国际市场营销的基本任务
4．简述直接出口进入国际市场的优点
5．简述新产品开发的基本程序
6．简述评估国际目标市场的标准
7．简述有效市场细分的条件
8．简述企业进行渠道建设需考虑的因素
9. 简述国际市场营销调研过程 书P185 p183
10.简述影响国际目标市场战略选择的因素
11．简述国际市场营销调研与国内市场营销调研的区别
12．简述服务的特征
13．简述新产品的类型
14．简述企业的定价目标
15．简述国际市场营销学与国内市场营销学的联系与区别 练P4
16．简述国际市场产品策略
17．简述二手资料的来源 练P27 书187
18．简述选择促销方式需考虑的因素 书P281
19. 简述影响渠道建设的因素。
20. 简述国际市场营销渠道开发影响因素
三、论述题
1. 试述国际目标市场战略及其特点
2. 试述国际市场细分的原则
3. 试述新建企业进入国际市场的优点和缺点
4. 试述国际市场营销定价策略
5．试述国际市场细分应注意的问题