英文版国际营销重点及答案

2021年1月24日发(作者：contractor)
国际营销
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.
国际营销市场细分
International marketing market segmentation
Enterprises
after
entry
into
a
foreign
market,
due
to
customer
demand
is
varied
in
the
country, businesses cannot meet all the needs of customers, and can be broken down into
a
number
of
markets,
meet
the
needs
of
one
or
several

that
when
the
company decides to enter an overseas market, it will find that customer demand on the
local
market
there
is
still
a
difference,
need
to
be
further
subdivided
into
a
number
of
markets, with a view to selecting one or several markets to target markets.
文化
culture
（
1
）

is the sum of the
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
营销渠道
Marketing channels
Marketing (Marketing channels) refers to the product or service path along the transfer, transfer
from participating product or service activities in order to make the product or service is easy to
use or consumption of all organizations.
销售促进销售促进（英文为：
Sales Promotion
，简称
SP
）

Sales promotion (English: Sales Promotion, known as SP), also known as a marketing promotion,
it is an enterprise using a variety of short-term incentives to encourage consumers and brokers to
buy promotional activities, distribution of products and services.
1.

国内营销与国际营销区别和共同点

International
marketing
is
developed
on
the
basis
of
marketing.
As
the
different
branches
of
marketing,
international
marketing
and
domestic
marketing
of
existing
linkages,
and
differentiated.
(A)

Link
1.
Based
on
commonality
of
international
marketing
and
domestic
marketing
are
based
on
the
principles
of
economics
as
a
theoretical
basis.2.
Consistency
of
concepts
in
contemporary
economic
activity,
international
marketing
and
domestic
marketing
concepts
are
consistent
in
nature,
are

concept
as
a
guiding
principle,
to
meet
consumer
demand
and
user-centric.3. Operation is easy, in management, international marketing and domestic marketing
there is often a certain amount of contact. Their business processes, international marketing is an
extension of domestic marketing
(B) the difference
1.
International
marketing
environment
has
become
more
complex2.
Uncertainties
facing
the
international
market
moreChanging
trend
of
the
market
demand
for
our
products,
as
well
as
consumer
buying
motives,
consumer
psychology,
evaluation
of
products,
it
is
difficult
to
determine.
Enterprises
'
difficulty
in
timely,
accurate
information
about
competitors
'
reactions,
and
multinational
market
research
more
difficult.
Companies
are
struggling
to
choose
the
more
suitable advertising media and advertising tools, selection and control of international marketing
channel is more difficult to determine.3. selection of international than domestic marketing more
diverse, more difficult.4. International marketing marketing harder
2.

文化具有哪些特点？

文化具有的一些特征。它是：

(1)
规范性、

(2)
社会共享、

(3)
学、

(4)
主观，
(5)
持久，
(6)
累积的与

(7)
动态。此外，它方便的沟通。

Culture has a number of characteristics.

It is:

(1) prescriptive, (2) socially shared, (3) learned,
(4)
subjective,
(5)
enduring,
(6)
cumulative,
and
(7)
dynamic.

Furthermore,
it
facilitates
communication.

一般来讲，文化具有以下特征：①应用性。②社会现象。③规范性。④学习性。⑤武断性。
⑥价值载体 。⑦沟通功能。⑧适应性或动态性。⑨长期性。⑩满足需求性

In General, the culture has the following characteristics:
①

application.
②

social phenomenon.
③

normative.
④

studies.
⑤

arbitrary.
⑥

value
carrier.
⑦

communication
features.
⑧

Adaptive or dynamic. Issues long-term.
⑩

to meet demand
3.

有效进行市场细分的标准
---
可测量性，可进入性，可盈利性，可区分性

Enterprise
market
segmentation
strategies,
must
pay
attention
to
the
effectiveness
of
market
segmentation and practicality, cannot be broken down and have a clear purpose
and
direction
before

General,
valid
market
segment
should
meet
the
following
criteria:
(A)

market size has measurable; to segment various characteristics can be measured.
(B)

Needs adequate; subdivided out of the reality of the market must be sufficient demand, and the
demand level is in line with sales expectations, but also to a certain degree of potential demand,
thus enabling enterprises to enter the market after that to have good development prospects.
(C)

Intrusive; that is, the market is broken down business impact of marketing activities to reach
the market. Inaccessible or difficult to enter the market segment is meaningless.
(D)

Stability
and
development
value;
is
required
after
a
breakdown
in
the
form
of
market,
customer
needs
should
be
over
a
long
period
of
relative
stability,
so
as
to
ensure
the
effective
development
of
enterprises
on
the
market,
and
is
expected
to
gain;
on
the
contrary,
if
the
frequently changing needs of the two market segments, it will bring to the enterprise business risk.
(E)

Response differences; refers to the segment out of the market, to any element in the marketing
mix
changes
are
sensitive
to
differences
in
sexual
response.
As
several
markets
individually
designed a marketing mix. For example, all markets to respond to price changes in the same way,
you do not need to set different prices for each market strategy. Only those customers of different
responses to immediate price changes only need to be broken down according to the price.
4.

市场扩张策略有哪些

1
）
Expansion
strategy
is
an
existing
product,
or
on
the
basis
of
the
existing
market
expansion
strategy of trying to
increase
market share. It includes
a market penetration
strategy, market development, and new product development policy.



1) market
penetration
strategies
to
take
various
measures,
seeking
to
expand
sales
in
existing markets, further improve market share. Its methods are: existing customers more
to purchase the company's products; attract competitors ' customers to buy the company's
products;
stimulate
leads
purchase
motivation,
making
it
a
reality
for
the
enterprise
product customers.



2)
market development strategy, namely, by opening up new markets to expand sales of
the
company's
existing
products.
Method:
the
original
potential
customers
into
real
customers; sales in existing open up new sales channels in the region; the development
of new sales area (geographic area).



3)
new
product
development
strategies,
that
is,
to
supply
existing
markets
to
improve
products or new products to meet the different demands on the existing market.

5.

同一品牌和多品牌的优势和劣势


单一品牌策略的优势：
1
品牌架构简单、清晰；
2
企业品牌对产品的拉动力强；
3
可以节省
品牌传播的费用等。劣势：
（
1
）市场风险较大，一类产品出现问题，对其它品类产品 的市场
影响会较大；
（
2
）
不便于做更深的市场细分等。

Advantages of the single brand policy: 1 brand
architecture
simple
and
clear;
2
brand's
pull
is
strong;
3
brand
communication
costs
can
be
antages:
(1)
market
risk,
a
class
of
product
problems,
greater
impact
on
the
other
category of product market (2) is not easy to do deep segmentation.

多品牌策略的优势：
（
1
）品牌定位会更加精准；
（
2
）更 有利于做大细分市场的规模；
（
3
）市
场风险相对较小，一类产品出问题对其 它品类产品影响较小等。

劣势：
（
1
）需要较多的品牌投入，每个 产品品牌需要分别投入传播费用；
（
2
）品牌较多会加
大企业品牌管理的难度 等。

Advantages of multi-branding strategy: (1) brand positioning will be
more
accurate,
and
(2)
more
conducive
to
big
market
segment
size
and
(3)
market
is
relatively
small, a class of problem affects the other category of products antages: (1) need
more
brands
of
inputs,
inputs
to
each
product
brand
dissemination
costs,
(2)
more
brands
will
increase the difficulty of the enterprise brand management
6.

营销销售传销是否相同，区别判断标准定义

Marketing
:
organizing
production
according
to
market
needs,
means
and
through
the
sale
of
products to the needs of the customer is called marketing. Marketing simple speaking is: through
some sort of way to make more people understand the product and then have the desire to buy. To
know the market demand, market desire, to the best programme to promote, expand, and create a
demand
for
atmosphere.
And
target
sales
to
reach
advertising,
branding,
to
establish
the
brand.
Another concept of marketing is the promotion, enhance the rate of exposure.
Sales:

is
to
create,
communicate
and
transfer
the
value
to
the
customer,
and
operation
of
the
customer
relationships
so
that
the
Organization
and
its
stakeholders
(stakeholder)
benefits
an
organization functions and procedures.

Helping needy people get what they need, and the people
who work in sales, from the modest remuneration during this Exchange.
Distributor:
refers to the organizer or Manager development personnel, through the development
to
its
direct
or
indirect
development
personnel
number
or
sales
performance
as
a
basis
for
calculation and payment of remuneration, or require the developers to pay a fee as a condition to
obtain qualification joined making illegal profits, disrupt the economic order, affect the behavior
of social stability.
7.

国内营销国际营销的研究环境是否相同，对营销人员来说

Different
marketing
environment
(one
is
a
domestic
environment
in
a
foreign
environment,
external environment is not familiar with the more complex) in the domestic market at the national
level, facing the market environment is a relatively simple structure, it consists of enterprises are
more familiar with domestic political, economic, legal, cultural and other factors.
Market to international marketing environment
is multi-layered and complex structure. This is
because, all enterprises engaged in international marketing, will inevitably be under the influence
of market environment throughout the world. This will require enterprises to first world market
environment, including political, military, economic, science and technology in the world today,