点点英语-铁氧化物
1.
SRC
is an
unconscious reference to
one
’
s own cultural values,
experiences,
and knowledge
as a basis for decisions
2.
Culture
(1)
is the sum of the
learned
and shared by a group of people ,then transmitted
from generation to generation.
(2)
Is the human made part of human
environment-the sum total of knowledge, beliefs,
art,
morals,
laws,
customs,
and
any
other
capabilities
and
habits
acquired
by
humans
as
members
of society.
3.
Marketing
research
is
traditionally
defined
as
the
systematic
gathering
,recording
,and
analyzing of data to
provide information useful to marketing decision
making.
4.
Green
marketing
is term used to identify
concern with the environmental
consequence of a variety of marketing
activities.
5.
Distribution
process
includes the physical handling
and distribution of goods ,the passage
of ownership(title),and the buying and
selling negotiation between producers and
middlemen and between
middlemen and customers.
6.
Planning process
is a systematized way
of relating to the future. It is an attempt to
manage the effects of
external ,uncontrollable factors on the firm's
strengths ,weaknesses ,
objectives ,and
goals ,toattain a desired end.
7.
International marketing
is
the performance of business activities designed to
plan, price,
promote, and
direct the flow of a
company
’
s goods and services
to consumers or users in
more than one
nation for a profit.
1
、
What are the
four distinguished features of Japanese
distribution ?
(1)
a structure
dominated by many small middlemen dealing with
many small retailers
(2)
channel control by manufactures
(3)
a business philosophy
shaped a union culture
(4)
laws that protect the foundation of the
system
—
the small retailer.
2
、
What are the
five characteristics of a product innovation?
(1)
relative advantage (the
perceived marginal value of the new product
relative to the old )
(2)
compatibility (its compatibility with
acceptable behavior ,norms ,values)
(3)
Complexity (the degree of complexity
associated with product use)
(4)
Trialability (the degree of economic
and/or social risk associated with product use)
(5)
Observability (the ease
with which the product benefits can be
communicated )
3
、
Discuss the
stages of the research process
9
、
What are the
six steps for marketing research process
(1)
Defining the research
problem and establish research objectives
(2)
Determine the source of
information to fulfill the research objectives
(3)
Consider the costs and
benefits of the research effort
(4)
Gather the relevant data from secondary
or primary sources, or both
(5)
Analyse,interpret and summarize the
results
(6)
Effectively
communicate the result to decision makers
4
、
What's the
guiding steps of a company in international
advertising ?
(1)
Perform
marketing research
(2)
Specify the goals of the communication
(3)
Develop the most effective
message(s) for the market segments selected
(4)
Select effective media
(5)
Compose and secure a budget
(6)
Execute the campaign, and
(7)
Evaluate the campaign
relative to the goals specified
5
、
What is the
task of the international market researcher?
How is it complicated by
the foreign environment ?
Task:
a
marketer
must
find
the
most
accurate
and
reliable
data
possible
within
the
limits
imposedby time, cost, and present state
of the art to marketing decision making.
Complicated:
(1)
Information must be
communicated across cultural boundaries.
(2)
The
environments
in
which
research
tools
are
applied
are
often
different
in
foreign
markets.
Within
a
foreign
environment,
the
frequently
differing
emphases
on
the
kinds
of
information needed, the often limited
variety of appropriate tools and techniques
available, and
the
difficulty
of
implementing
the
research
process
constitute
the
challenges
facing
most
international marketing
researchers.