国际市场营销

单选（英）、填空（英）、简答（汉or英—best）

Week1

1．Definition of Marketing

Marketing is a total system of business activities designed to provide:

products or services

price

promote

distribute

to target markets

to achieve organisational objectives

2．Global Marketing

Refers to marketing activities coordinated and integrated across multiple country markets.

Standardized products,uniform packing,identical brand names.

No. of countries:10-50

3．International Marketing

An older term encompassing all marketing efforts in foreign countries, whether coordinated or not, involving recognition of environmental differences and foreign trade analysis

4．Multi-Domestic Market

Product markets in which local consumers have preferences and functional requirements which differ

widely from one another;

Reflects underlying religious,cultural,social factors. Drink ,food,taste.

5．Globalisation Drivers

Market:

common customer needs, global customers, global channels, transferable marketing, leading markets

Competitive:

common competitors using global strategies

Cost:

scale economies, scope economies, sourcing advantages, avoidance of duplication

Government:

favourable trade policies, acceptance of foreign investment, compatible technical standards, common

marketing regulations

6．Global Marketing Objectives

Pressuring Competitors

Increasing the competitive pressure in a competitor’s stronghold market

might help divert the competitor’s attention from other markets

Diversifying Markets

By adding new countries and markets to the company portfolio

the firm’s dependence on any one market will be lessened

Learning How to do Business Abroad

This is an important spillover effect from marketing in a foreign country

Week2