1、International Marketing Exam Review Notes International marketing; Is simply the application of marketing principles to more than one country.国际市场营销 :简单来说，就是市场营销原则的应用不再局限于一个国家 Global Marketing; is a firms ability to market to almost all countries on the planet.全球营销 :是一个公司有能力在全球建立市场 Trends and Events
2、;趋势和项目 1. The growth of The World Trade Organization and regional trade areas such as the North American Free Trade Area and The European Union.世贸 ,北美自由贸易区 ,欧盟都在增长 2. The trend towards the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe. 拉丁美
3、洲 ,亚洲 ,东欧的发展中国家对自由市场体系的接受的趋势 3. the burgeoning impact of the Internet and Global media on the dissolution of national borders 互联网和全球媒体迅速发展的影响打破了国界 4. the mandate to properly manage the resources and the global environment for the generations to come.正确管理资源的命令和未来全球的环境 Pro-Globalists; Pro-globalists a
4、rgue that the modern world is experiencing rapid convergence in tastes and preferences, and a standardization of worldwide production, distribution, and manufacturing.赞成全球化者 :他们认为全球正在经历审美和选择的快速收敛 ,是全球范围的标准化的生产 ,分配 ,制造的过程 Anti-Globalists; They rebel against the implications of its existence and vehem
5、ently challenge the view that it is inevitable and naturally occurring. 反对全球化者 :他们对抗存在的影 响，激烈的挑战不可避免的和必然发生的观点 Self-Reference Criterion (SRC); is an unconscious reference to ones own cultural values, experiences, and knowledge as a basis for decisions.自我参考标准 :是无意识的参考文化价值 ,经验和知识为基础做出的决定 Ethnocentrism;
6、 the notion that ones own culture or company knows best how to do things.民族优越感 :是一种认为自己的文化或公司是最好的的观念 Stages of International Marketing Involvement 国际市场营销参与的阶段 No Direct Foreign Marketing; In this stage the firm does not actively cultivate customers outside national boundaries; however, this companys
7、 products may reach foreign markets.不直接国外市场营销 :这个阶段的公司并不积极的培养国外消费者 ,然而公司的产品可以到达国外市场 Infrequent Foreign Marketing; Sales to foreign markets are made as goods are available, with little or no intention of maintaining continuous market representation.不频发的国外市场营销 :实现国外市场的销售因为商品是可得到的 ,有着很少的甚至是没有维持市场表现的意图
8、Regular Foreign Marketing; At this level, the firm has permanent production capacity devoted to the production of goods to be marketed in foreign markets.经常性的国外市场营销 :在这个阶段公司有永久的生产能力投入到国外市场的商品生产中去 International Marketing; Companies at this stage are fully committed and involved in international marke
9、ting activities.国际市场营销：这个阶段的公司完全参与到国际市场营销活动中 Global Marketing; At this stage, companies treat the world, including their home market, as one market.全球市场营销 :在这个阶段 ,公司把全球包括国内市场 看做一 个市场 The Twentieth to the Twenty First Century20 世纪到 21 世纪 The first half of The Twentieth Century was marred by two major
10、 global conflicts, and The Great Depression.20世纪的前半叶两次世界大战和经济大萧条损毁 World War 1 1914 to 1918第一次世界大战 1914-1918 The Great Depression 1929 to 1939大萧条时期 1929-1939 World War 2 1939 to 1945第二次世界大战 1939-1945 The Marshall plan; Was a plan aimed at the rebuilding of Europe and Japan after their destruction du
11、ring the Second World War.马歇尔计划 :计划的目的是重建在二战中摧毁的欧洲和日本 Agency of International Development; was an organization created after WW2 where member countries could invest funds to help foster economic development in underdeveloped countries in order to create a stronger world economy.国际开发总署 :二战后成立的组织 ,为了更
12、强大的全球经济 ,成员国可以在不发达国家投资促 进经济发展 GATT (General Agreement of Tariffs and Trade); In 1947 GATT was ratified by 23 member nations. Their goal was to limit trade barriers and increase global trade among nations.关税和贸易总协定 :1947年 23 个国家批准了 GATT,他们的目标是降低贸易壁垒和增加全球贸易 During the world wars trade amongst warring n
13、ations had all but stopped, and in the period between the wars there was an atmosphere of protectionism. This lead to tariffs as high as 60% on many products to limit trade, and is one of the causes of The Great Depression! After the wars world leaders sought cooperation and trade!战争期间 ,交战国的贸易停止了 ,贸
14、易保护主义盛行 ,许多产品的关税高达 60%,这限制了贸易 ,这也是导致经济大萧条的原因之一 ,战后世界的领导者寻求合作和贸易 The World Trade Organization (WTO); Was created in 1994 as an institution to deal with, and eliminate trade disputes amongst the 132 member countries.世贸 :1994成立的机构旨在处理和消除 132 个成员国之间的贸易争端 The International Monetary Fund (IMF); Was formed
15、 after WW2 to stabilise foreign exchange rates and the establishment of freely convertible currencies to facilitate the expansion and balanced growth of international trade. (181 member countries)国际货币基金组织 :二战后成立 ,致力于稳定货币汇率和建立自由兑换货币促进扩张 ,平衡国际贸易的增长（ 181 个成员国 ） The World Bank; Is an institution that ha
16、s as its goal the reduction of poverty and the improvement of living standards by promoting sustainable growth and investment in people.世界银行 :这一机构的目标在于减少贫困 ,提高生活质量 ,促进可持续增长和投资 International Trade Theories 国际贸易理论 Adam Smith and Absolute Advantage 亚当 斯密和绝对优势 Absolute advantage; The advantage that exis
17、ts when a country has a monopoly on producing a specific product or is able to produce it more efficiently than all other countries. 绝对优势 :一个国家在特定商品上垄断或比其他国家生产效率更高的优势 David Ricardo and Comparative Advantage 大卫 李嘉图和相对优势 Comparative Advantage; The theory that states that a country should sell to other
18、 countries those products it produces most effectively and efficiently, and buy from other countries those products it cannot produce as effectively or efficiently. 相对优势 :这个理论表 明一个国家应向其他国家销售其能高效生产的商品 ,购买其不能高效生产的商品 Heckscher Ohlin and Factor Endowments 赫克舍 奥林和具备的生产要素 Follow along the line of Comparat
19、ive Advantage, Heckscher and Ohlin suggest that some countries have natural advantages, known as factors.依照相对优势理论 ,赫克舍 奥林提出国家应该有自然优势如各 种要素 Thus; A country will have a Comparative Advantage in products that require resources that are abundant in that country.因此 ,一个国家要在充足的自然资源生产的产品上有相对优势 Country Simil
20、arity Theory 国家相似理论 Economist, Steffen Linder, in 1960, suggested that trade between countries for manufactured goods depended on the similarities in consumer preferences, production conditions, and economic development stage. Economic and social similarity increases level of trade between countries
21、.经济学家史蒂芬琳达 1960 年提出国家间商品的交换依靠相似的消费者选择 ,生产环境 ,经济发展阶段 ,经 济和社会的相似能提升国家间贸易的阶段 Product Life Cycle Theory 产品周期理论 Raymond Vernon, Is very similar to The Product Life Cycle Theory, but includes the factors of global competition and trade. He says that within the PLC there are three stages of international p
22、roduct growth. They are;雷蒙德 弗农提出与产品周期理论相似的理论 ,但包括全球竞争和贸易的因素 ,他说在产品周期理论内国际产品增长有三个阶段 1. New Product Stage; Entrepreneurs launch a new product in their home market, where they understand the environment.新产品阶段 :企业家在国内市场推行新产品 ,他们了解市场环境 2. Mature Product Stage; Demand for the product expands faster then s
23、upply as customers alter their choices and adopt new styling. As demand moves offshore so does production!成熟产品阶段 :对产品的需求迅速增长 ,然后供给满足消费者的不同选择和采用新款式 ,产品的需求和生产到达国外 3. Standardized Product Stage; Demand for the product stabilizes. The innovative features of the product no longer exist. Production moves
24、to the lowest cost locations as demand drops.标准化产品阶段 :产品的需求稳定 ,产品创新的特点不再存在 ,随着需求下降 ,生产转移到低成本地区 Balance of Payments 收支平衡 Balance of Payments; The system of accounts that records a nations international financial transactions.收支平衡 :记录一个国家的国际金融处理的账目系统 Trade Surplus; A favourable balance of trade; occur
25、s when the value of a countrys exports exceeds that of its imports.贸易顺差 :有利的贸易平衡 ,一国出口的贸易额超过进口 Trade Deficit; An unfavourable balance of trade; occurs when the value of a countrys imports exceeds that of its exports.贸易逆差 :不利的贸易平衡 ,一国进口的贸易额超过出口 Exchange Rate; Refers to the value of a currency in rela
26、tion to the values of other currencies.汇率 :本国货币价值与其他货币价值的关系 Purchasing Power Parity (PPP); The value of a countries currency and the cost of living in that country, compared to the value of another currency in another country and the cost of living in that country.购买力同等 :一国货币的价值与生活成本与另一国相比较 Protecti
27、onism 贸易保护主义 Protectionism; The use of government regulations to limit the import of goods and services.贸易保护主义政府条例的使用限制商品和服务的进口 Trade Barriers; Are barriers put in place by governments to restrict or prevent international trade.贸易壁垒 :政府设置壁垒限制或阻止国际贸易 Tariff; A tax imposed on imports.关税强加到进口上的税 Quota;
28、 Is a specific unit or dollar limit applied to a particular type of good.限额 :对特定商品限制交易量和交易额 Voluntary Export Restrictions; (VER) or Orderly Market Agreements; (OMA); are agreements between importing and exporting countries for a restriction on the volume of exports.自愿出口限制或有序市场协议 :是进口和出口国对大量出口限制的协议 B
29、oycott; Is an absolute restriction against the purchase and importation of certain goods from other countries.联合抵制 :是对从其它国家进口特定商品的绝对的限制 Embargo; Is a refusal to sell to a specific country.禁止或限制贸易 :拒绝和特定国家贸易 Monetary Barrier; Restrictions on money exchange.货币壁垒 :对货币兑换的限制 Standard; Standards on produc
30、t safety and quality and business rules.标准 :产品安全和质量的标准和商业准则 Antidumping Penalties; Limits on imports based on predatory pricing, to prevent dumping. 反倾销处罚 :对掠夺性定价商品的限制 ,目的是防止倾销 Definitions and Origins of Culture 所谓文化及其起源 Culture; Is the sum of the values, rituals, symbols, beliefs, and thought proce
31、sses that are learned, and shared by a group of people, and transmitted from generation to generation.文化即一群人共同拥有 ,认知并世代相传的价值观 ,宗教 ,符号 ,信仰和思维方式的总和。 Elements of Culture 文化的诸要素 Rokeach;罗克奇 ,一人名 ,以价值观调查 Rokeach Values Survey 著称于世。 Values; Is an enduring belief that a specific mode of conduct or end-stat
32、e of existence is personally or socially preferable to an opposite or converse mode of conduct or end-state of existence.价值观：是一种持久的信念，此信念是对某一特定行为模式或存在的最终状态的偏好，优于另一相对的行为模式或存在的最终状态。 Beliefs; Is a mental acceptance of and conviction in the truth, actuality, or validity of something.信仰：即对真理、事实或某物的正确性的心理
33、认同。 Attitudes; Is a mental predisposition to view a particular person, object, or idea in either positive or negative terms.态度或称看法，即当面临一特定的人 ,物体 ,或想法时，从积极或消极的方面考虑的心理倾向。 Three Types of Beliefs 信仰的三种类型 1. Existential beliefs; which are capable of being true or false.存在主义信仰：以真假为标准评价事物。 2. Evaluative be
34、liefs; where in the object or belief is judged to be good or bad.评价信仰：以好和坏评价事物。 3. Prescriptive beliefs; in which some means or end of action is judged to be desirable or undesirable.规范的信仰：以满意不满意来判定某种方法或行为。 Two Categories of Values 两种类型的价值观 Terminal values; values concerning desirable end states of
35、existence.终极价值观：关于最理想的最终存在方式的价值观念。 Instrumental values; values concerning desirable modes of conduct.工具价值观：关于最 理想的行为模式的价值观念。 Individualism/Collectivism Index 个人主义 /集体主义指数 The Individualism/collectivism Index refers to the preference for behaviour that promotes ones self-interest.是指有利于自身利益的行为取向。 Powe
36、r Distance Index 权力距离系数 Power Distance Index measures the tolerance of social inequality, that is, power inequality between superiors and subordinates within a social system. 权力距离系数反映人们对社会不平等，即在某一社会制度中上下级间的权力不平等情况的容忍度。 Uncertainty Avoidance Index 风险回避指数 The Uncertainty Avoidance Index measures the t
37、olerance of uncertainty and ambiguity among members of a society.不确定性回避系数反应了社会成员对模棱两可或不确定性的容忍程度。 Cultures that score higher on individualism and lower on uncertainty avoidance tend to be more innovative. 研究表明：个人主义指数高、不确定回避指数低的文化往往更喜欢创新。 Cultural Knowledge 对文化的了解 Factual Knowledge; Knowledge about a
38、culture that is obvious and has to be learned.事实性知识 :必须学习的显而易见的文化知识。 Interpretive Knowledge; An ability to understand and to appreciate fully the nuances of different cultural traits and patterns.解释性知识 :完全理解乃至能鉴赏不同文化特质和形态之间的细微差别。 Cultural Sensitivity; Being attuned to the nuances of culture so that
39、a new culture can be viewed objectively, evaluated, and appreciated.关注文化间的细微差别以便客观的看待一种新的文化，对这种文化进行评估和欣赏。 Culture is dynamic in nature; it is a living process. The fact that cultural change is constant seems paradoxical, because another important attribute of culture is that it is conservative and r
40、esists change.文化是动态的， 是一个活生生的过程。然而文化变革持续不断这一事实似乎又有些矛盾，因为文化的另一个重要特性就是它的保守性，抵制变革。 Cultural Borrowing; One culture or society learning news ways of dealing with new or old problems by learning from other societies or cultures.一种文化或社会向另一种文化或社会学习解决自身新旧问题的新方法的行为。 Hofstedes Data; Another look! 回顾一下；霍夫施泰德数据； More innovative cultures who accept change easier are;更容易接受变革的创新型文化往往具有以下特点： Have higher INDIVIDUALISM! (IDV) 个人主义指数较高 Have lower POWER DISTANCE! (PDI)权力距离指数较低 Have lower UNCERTAINTY AVOIDANCE! (UAI)风险回避指数较低
