《国际市场营销学》第六章习题参考
国际市场营销 全球营销学每章课后习题答案
全球营销学第四版每章课后习题答案第一章Introduction to Global Marketing1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?P31、Surpass the competition at the task of creating perceived value for customers2、The Guide line is the value equation –Value = Benefits/Price (Money, Time, Effort, Etc.)P42.What is mean by “global localization”?（全球本土化策略）Is Coca-Cola a globalproduct? Explain.The phrase “global localization” represents an attempt to capture the spirit of the rallying cry for o rganizations in the 21st century, namely, “think globally, act locally.”Most people will agree that Coca-Cola is a global product by virtue of the fact that it is available in more than 195 countries in red cans bearing the distinctive signature style. It must be noted, however, that customer service efforts are adapted to the needs of particular markets, e.g., vending machines in Japan. Thus, Coca-Cola is both global and local.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world markets; 2. standardization versus adaptation is the extent to which each marketing mix element can be standardized or adapted in various country markets; 3. concentration of marketing activities is the extent to which activities related to marketing mix are performed in one or a few country locations; 4. coordination of marketing activities is the extent to which activities related to marketing mix are performed interdependently around the globe; 5. integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of world are interdependent.Examples: 1. Coke is the best-known, strongest brand, as the Coca-Cola Company, supporting its Coke, Fanta, and Powerade brands with marketing mix elements both that are globe and local, is adept at adapting sales promotion, distribution, and customer service efforts to local needs;2. Mcdonald’s business model is a restaurant system that can be set up virtually anywhere in the world and offers core menu items-hamburgers, French fries, and soft drinks-in most countries, and the company also customizes menu offerings according to local eating customs.4.How do the global marketing strategies of Harley-Davidson and Toyota differ?Harley-Davidson motorcycles are known the world over as “the” all-American motorcycle. Harley’s mystique and heritag e are associated with the USA. The company backs up this positioning with exports from two U.S. manufacturing locations. By contrast, Toyota builds some models (e.g., Camry and Avalon) for the U.S. market in the U.S., a fact that Toyota stresses in its American ad. Thus, Harley-Davidson serves global markets while sourcing locally, while Toyota’s strategy calls for serving world markets and using the world as a source of supply.5.Describe the difference between ethnocentric, polycontric, regiocentric, andgeocentric management orientations.The premise of an ethnocentric orientation is that home country products and management processes are superior. An ethnocentric company that neither sources inputs from, nor seeks market opportunities in the world outside the home country may be classified as an domestic company. A company that does business abroad while still presuming the superiority of the home country may be classified as an international company. Such a company would rely on an extension strategy whereby it would export, without adaptation, products designed for the domestic market.The polycentric orientation that predominates at a multinational company leads to aview of the world in which each country markets is different from the others. Local country managers operating with a high degree of autonomy adapt the marketing mix in a polycentric, multinational company. Managers who are regiocentric or geocentric in their orientations recognize both similarities and differences in world markets. Market opportunities are pursued using both extension and adaptation strategies. The regiocentric and geocentric orientations are characteristic of global transnational companies.OrEthnocentric orientation: home country is superior to the rest of the world, sees similarities in foreign countries，leads to a standardized or extension approach; Polycentric orientation: the opposite of ethnocentrism, each country in which a company does business is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; management`s goal is to develop an integrated regional strategy; Geocentric orientation：views the entire world as a potential market and strives to develop integrated world market strategies.6.Identify and briefly describe some of the forces that have resulted in increased globalintegration and the growing importance of global marketing.P21+Driving Forces：Regional economic agreements、Market needs and wants、TechnologyTransportation and communication improvements、Product development costs、Quality、World economic trends、LeverageRestraining Forces：Management myopia、Organizational culture、National controls 7.Define leverage and explain the different types of leverage utilized by companieswith global operations.Define leverage：P25第二章The Global Economic Environment1.Explain the difference between market capitalism, centrally planned capitalism,centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.Market capitalism is an economic system in which individuals and firms allocate resources and production resources are privately owned. (England).Centrally planned capitalism is an economic system in which command resource allocation is utilized extensively in an environment of private resource ownership. (Sweden)Centrally planned socialism, in this type of economic system, the state has broad powers to serve the public interest as it sees fit. (Former Soviet Union)Market socialism, in such a system, market allocation policies are permitted within an overall environment of state ownership. (China)2.What is a BEM? Identify the BEMs according to their respective stages of economicdevelopment.P53P56-583. A manufacture of satellite dishes is assessing the world market potential for hisproducts. He asks you if he should consider developing countries as potential markets.How would you advise him?Despite the difficult economic conditions in parts of developing countries, many nations will involve into attractive markets.One of marketing’s roles in developing countries is to focus resources on the task of creating and delivering products that are best suited to local needs and incomes. The role of marketing to indentify people’s needs and wants is the same in all countries, irrespective of level of economic development. It is also an opportunity to help developing countries join the information age.And P654.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs areranked. What does the result tell you in terms of the relevance of the index to global marketers?P52第三章Social and Cultural Environments1.What are some of the elements that make up culture? How do these find expression inyour native culture?Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguish one society from another.Culture is acted out in social institutions, such as, family, education, religion, government, business.2.What is the difference between a low-context culture and a high-context culture?Give an example of a country that is an example of each type and provide evidence for your answer.PPT 第四章4-63.How can Hofstede’s cultural typologies help Western marketers better understandAsian culture?P874.Explain the self-reference criterion(自我参照准则). Go to the library and findexamples of product failures that might have been avoided through the application of the SRC.Unconscious reference to one’s own cultural values; creates cultural myopia5.Briefly explain the social research of Everrtt Rogers regarding diffusion ofinnovations,……P94pare and contrast USA and Japan in terms of traditions and organizationalbehavior and norms.第四章The Legal and Regulatory Environments of Global Marketing1.What is sovereignty? What is it an important consideration in the politicalenvironment of global marketing?sovereignty2.Describe some of the sources of political risk. Specially, what forms can political risktake?Tension between aspirations and realityPrimarily occurs in lower and lower-middle income countries–Indonesia and economic crisisWhen political risk occurs in high income countries, it is generally due to a long-standing conflict–Northern IrelandP1423.Briefly describe some of the differences between the legal environment of a countrythat embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasons conflictsarise in the first place. Identify and describe several legal issues that relate to global commerce.Intellectual PropertyAntitrustContractualLicensing and Trade Secrets5.“See you in court” is one way to respond when legal issues arise. What otherapproaches are possible?LitigationFormal arbitration–Settles disputes outside of court–Groups agree to abide by panel’s decision1958 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards–Most important treaty regarding international arbitration第五章Global Information Systems and Market Research1.Explain two information technology puts powerful tools in the hands of globalmarketers.Modern IT tools provide the means for a company's marketing information system and research functions to provide relevant information in a timely, cost –efficient, and actionable manner.Electronic data interchange (EDI) allows business units to submit orders, to issue invoices, to conduct business electronically, Wal-Mart legendary for its EDI, save time and money, enables retailers to improve inventory management. Transaction formats are universalEfficient Consumer Response (ECR) This is in addition to EDI, an effort for retailers and vendors to work closely on stock replenishment(补充). ECR can be defined as a joint initiative by members of a supply chain to work toward improving and optimizing(最优化) aspects of the supply chain to benefit customersIntranet, Electronic Point of Sale (EPOS), Data Warehouses are also helping businesses improve their ability to target consumers and increase loyalty.2.What are the different modes of information acquisition? Which is the most importantfor gathering strategic information?3.4、Outline the basic steps of the market research process.5、What is the difference between existing, latent, and incipient demand? How mightthese differences affect the design of a marketing research project?Demand and profit potential, in turn, depend in part on whether the market being studied can be classifieds existing or potential. Existing markets are those in which customer needs are already being served by one or more companies. In some instances, there is no existing market to research and. information may be readily available. A latent market is in essence, an und iscovered segment .It’s a market in which demand would materialize if an appropriate product were made available. An incipient market is a market that will emerge if particular economic demographic, political, or sociocultural trend continues. A company is not likely to achieve satisfactory results if it offers a product in an incipient market before the trends have taken root.Market growth, brand loyalty, market segment, product, sales promotion, pricing, distribution, will be different in marketing research project.6.Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?A number of techniques are available for analyzing survey data.Factor analysis can be used to transform large amount of data into manageable units. It is useful in psychographic segmentation studies or creating perceptual maps; cluster analysis allows the researchers to group variables into clusters that maximize within-group similarities and between-group differences. It can be used to do global marketing research, to perform benefit segmentation, and to identify new product opportunities. Multi dimensional scaling is another technique for creating perceptual maps which is particular useful when there are many product to choose and consumers have difficulty in verbalizing their conceptions. Conjoint analysis is used to gain insights into the combination of features that will be the most attractive to consumers. It is useful when determines the values and utilities of the various levels of product features and plots them graphically.第六章Segmentation, Targeting, and Positioning1.differentiate the five basic segmentation strategies. Give an example of a companythat has used each one.P170-P1831、IncomePopulationsAge distributionGenderEducationOccupation2、Grouping people according to attitudes, value, and lifestyles3、4、Benefit segmentation focuses on the value equation–Value = Benefits / Price5、The population of many countries includes ethnic groups of significant size2.Explain the difference between segmenting and targeting.P200pare and contrast standardized, concentrated, and differentiated global marketing.Illustrate each strategy with an example from a global company.Standardized global marketing is mass marketing on a global scale with undifferentiated target marketing (Revlon International)Concentrated global marketing, involves devising a marketing mix to reach a niche. A niche is simply a single segment of the global market. (Germany`s Winter halter) Differentiated global marketing, represents a more ambitious approach than concentrated target marketing with multi-segment targeting and two or more distinct markets (Rover)4.5.What is positioning? Identify the different positioning strategies presented in thechapter and give examples of companies or products that illustrate each.Locating a brand in consumers’minds over and against competitors in terms of attributes and benefits that the brand does and does not offer.P192-1956.What is global consumer culture positioning? What other strategic positioningchoices do global marketers have?Identifies the brand as a symbol of a particular global culture or segment.P1967.What is high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.High-tech products are sophisticated technologically complex, and/or difficult to explain or understand, and frequently evaluated in terms of their performance against established objective standards. High-tech global consumer positioning also works well for special interest products associated with leisure of recreation.High-touch products, consumers are generally energized by emotional motives rather than rational ones, and frequently evaluated in terms of their performance against established subjective, aesthetic terms.Some products can be positioned using both strategies, with both satisfying buyers’ rational criteria and evoking an emotional response. Nokia, for example, combines technical performance with a fashion orientation.第七章Global Market Entry Strategies:1.What are the advantages and disadvantages of using licensing as a market entry tool?Give examples of companies from different countries that use licensing as a global marketing strategy.Advantages to LicensingProvides additional profitability with little initial investmentProvides method of circumventing tariffs, quotas, and other export barriersAttractive ROILow costs to implementDisadvantages to LicensingLimited participationReturns may be lostLack of controlLicensee may become competitorLicensee may exploit company resourcesP2062.What is foreign direct investment? What forms can FDI take?P209Partial or full ownership of operations outside of home countryForms:Joint ventures–Minority or majority equity stakes–Outright acquisition3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuable toFord---the physical assets or the name?P2154.What is meant by the phrase global strategic partnership? In what ways does this formof market entry strategy differ from more traditional forms such as joint ventures? Participants remain independent following formation of the allianceParticipants share benefits of alliance as well as control over performance of assigned tasksParticipants make ongoing contributions in technology, products, and other key strategic areasPPT3055.What are Keiretsu? How does this form of industrial structure affect companies thatcompete with Japan or that are trying to enter the Japanese market?PPT307书P2276.Which Strategic options for market entry or expansion would a small company belikely to pursue? A large company?StrategiesCompanies must decide to expand by:–Seeking new markets in existing countries–Seeking new country markets for already identified and served market segments第八章Product and Brand Decisions1.What is the difference between a product and a brand?A product is a good, service, or ideaBrandsBundle of images and experiences in the customer’s mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand ImageThe added value that accrues to a product as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time2.How do local, international, and global products differ? Cite examplesLocal Product is one that has achieved success in a single national market and represents the lifeblood of domestic companies. （Coca-cola, ginseng beverage only in Japan）International product is offered in several markets in a particular region (Euro-product, only in euro zone)Global product meets the wants and needs of a global market and is offered in all world regions (personal stereos)3.What are some of the elements that make up a brand? Are these elements tangible orintangible?IntangibleP2414.What criteria should global marketers consider when making product designdecisions?In many instances, packaging is an integral element of product-related design decisions. Packaging is designed to protect or contain the product during shipping；Labeling provides consumers with various types of information; Aesthetics differ around the world. Global marketers must understand the importance of visual aesthetics; Product Warranties is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure. Warranties can be used as a competitive tool5.How can buyer at titudes about a product’s country of origin affect marketing strategy?买家对于原产国的态度对营销策略有什么影响？Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries–Japan–Germany–France–ItalyP252-2546.Identify several global brands. What are some of the reasons for the global success ofthe brands you chose?Both products and brand are good……7.Briefly describe various combinations of product-communication strategies availableto global marketers. When is it appropriate to use each?Product-communication extension (dual extension) is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market. It used frequently with industrial (business to business) products.Product extension-communication adaptation strategy is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used frequently when consumer conceptions outside the home market are very different from domestic marketProduct adaptation-communication extension is an approach to global product planning is to extend, without change, the basic home-market communications strategy while adapting the product to local use or preference conditions. It used frequently when natural conditions outside the home market are very different from domestic market Product-communication adaptation (dual adaptation) strateg y is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the home market, environmental conditions or consumer preferences differ;第九章Pricing Decisions1.What are the basic factors that affect price in any market? What considerations enterinto the pricing decision?In global marketing, the task of setting prices is complicated by fluctuating exchange rates. Currency fluctuations can create significant problems and opportunities for the classic international company that exports from the home country.Inflation, or a persistent upward change in price levels, is a problem in many country markets. It can be caused by an increase in the money supply and currency devaluation. Governmental policies and regulations that affect pricing decisions include dumping legislation, resale price maintenance legislation, price ceilings, and general reviews of price levels.Pricing decisions are bounded not only by cost and nature of demand but also by competitive action.Competitive Behavior: If competitors do not adjust their prices in response to rising costs it is difficult to adjust your price to maintain operating margins; If competitors are manufacturing or sourcing I a lower-cost country, it may be necessary to cut prices to stay competitiveThe global marketer has several options for addressing the problem of price escalation orthe environmental factors described in the last section.2.Define the various types of pricing strategies and objectives available to globalmarketers.Market Skimming and Financial Objectives: Market Skimming charges a premium price which may occur at the introduction stage of product life cyclePenetration Pricing and Non-Financial Objectives: Penetration Pricing charges a low price in order to penetrate market quickly which appropriates to saturate market prior to imitation by competitors3.Identify some of the environmental constraints on global pricing decisions. Currency FluctuationsInflationary EnvironmentGovernment Controls, Subsidies, RegulationsCompetitive BehaviorSourcing4.Why do price differences in world markets often lead to gray marketing?Because price differences in world markets lead to trademarked products are exported from one country to another where they are sold by unauthorized persons or organizationsGray marketing occurs when product is in short supply, when producers use skimming strategies in some markets, and when goods are subject to substantial mark-ups 5.What is dumping? Why was dumping such an important issue during the UruguayRound of GATT negotiations?Sale of an imported product at a price lower than that normally charged in a domestic market or country of origin.P2966.What is transfer price? Why is it an important issue for companies with foreignaffiliates(外国子公司)? Why did transfer pricing in Europe take on increased importance in 1999?The transfer price is that Pricing of goods, services, and intangible property bought and sold by operating units or divisions of a company doing business with an affiliate in another jurisdiction.P2997.What is the difference between ethnocentric, polycontric, and geocentric pricingstrategies? Which one would you recommend to a company that has global market aspirations?P291-292 PPT240-242pare and contrast the different forms of countertrade.Countertrade occurs when payment is made in some form other than moneyOptions–BarterThe least complex and oldest form of bilateral, non-monetary counter-tradeA direct exchange of goods or services between two parties–Counter-purchase P303-304–Offset–Compensation trading–Cooperation agreements–Switch trading第十章Global Marketing Channels and Physical Distribution1.In what ways can channel intermediaries create utility for buyers?ObjectivesMarketing channels exist to create utility for customers–Place utility -availability of a product or service in a location that is convenient to a potential customer–Time utility -availability of a product or service when desired by a customer–Form utility -availability of the product processed, prepared, in proper condition and/or ready to use–information utility -availability of answers to questions and general communicationabout useful product features and benefits2.What factors influence the channel structures and strategies available to globalmarketers?B2CThe characters of both buyers and products have an important influence on channel design.The number of individual buyers and their geographic distribution, income, shopping habits and different channel approaches.Products characters such as degree of standardization, perishability, bulk, service requirements, and unit price have an impact as well.Channels tends to be longer as the number of consumers to be served increases and the price per unit decreases. Bulky products usually require channel arrangements that minimize the shipping distances and the number of times products change hands before they reach the ultimate customer.B2BAs is true with consumer channels, product and consumer characteristics have an impact on channel structure. Three basic elements are involved: the manufacture's sales force, distributors or agents and wholesalers.Channel strategy in a global marketing program must fit the company's competitive position and overall marketing objectives in each national market.market factors: consumer profiles, market size and location of country.3.What is cherry picking? What approaches can be used to deal with this problem?P323pare and contrast the typical channel structures for consumer products andindustrial products.P340 PPT252-2555.Identify the different forms of retailing and cite an example of each form. Identifyretailers from as many different countries as you can.PPT258-259 P3256.Identify the four retail market expansion strategies discussed in the text. What factorsdetermine the appropriable mode?Organic–Company uses its own resources to open a store on a green field site or acquire one or more existing retail facilitiesFranchise–Appropriate strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structuresChain Acquisition–A market entry strategy that entails purchasing a company with multiple existing outlets in a foreign countryJoint Venture–This strategy is advisable when culturally distant, difficult-to-enter markets are targeted 7.What special distribution challenges exist in Japan? What is the best way for anon-Japanese company to deal with these challenges?第十一章Global Marketing Communications Decisions:Advertising and Public Relations1.In what ways can global brands and global advertising campaigns benefit a company? P3482.How does the “standardized versus localized” debate apply to advertising?Four difficulties that compromise an organization’s communicat ion efforts–The message may not get through to the intended recipient.–The message may reach the target audience but may not be understood or may even be misunderstood.–The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender.–The effectiveness of the message can be impaired by noise.。
国际市场营销 第六章
III.非洲国家的地理环境
非洲由北非、南非、东非、西非四大部分共50多个国家和地区组成，面积广阔。非洲沿海 岛屿不多且海岸平直，少海湾和半岛。全境为高原型大陆，平均海拔较高。非洲森林面积占全 洲21%，草原辽阔，面积占非洲总面积的27%，居各洲首位。可开发的水力资源丰富。矿产资源 丰富，目前已知的石油、铀、金、金刚石、铝土矿、磷酸盐等储量均沾世界藏量很大的比重。 渔业资源丰富，但渔业生产仍停留在手工操作阶段，近年来淡水渔业发展较快。 畜牧业发展较快，牲畜头数多，但畜产品商品率低，经营粗放落后。 非洲有“热带大陆”之称，其气候特点是高温、少雨、干燥，气候带分布呈南北对称状。 赤道横贯中央，气候一般从赤道随纬度增加而降低。非洲降水量从赤道向南北两侧减少，降水 分布极不平衡。
三、基础设施与国际营销
基础设施是物质文化的成果，而自然条件是 天然禀赋。基础设施建设与经济发展之间存在 着一定的联系。一个国家的基础设施是否完善， 不仅影响社会经济的发展，而且之间影响国际 营销能否顺利开展。
交通运输：公路、铁路、水路、航空 通讯设施 ：邮政、电话、电视、互联网、印 刷、无线电等 商业基础设施 ：主要包括仓库、冷冻、批发 商及零售商网点、广告机构、市场调研机构、 金融保险机构和管理咨询机构。
案例：我国三大能源进口量激增，对外依存度还会上升。
我国能源对外依存度的增长已是不争的事实，2010年公布的海关数据再次提醒市场， 随着今年来我国能源进口量的逐月激增，我国能源的对外依存也相应提高。 专家认为，随着我国经济增长，能源产量与消费量的不对称，未来煤炭、石油、天然 气进口量的增加是不可避免的，未来对外依存度上升的趋势仍将继续。 前4月能源进口量激增 据海关统计数据显示，前4个月，煤炭、石油、天然气等传统能源的进口量均在增长。 原油对外依存度早已超过警戒线，去年就已突破50%的心理防线后，今年更是逐月走高。 前4个月，进口原油7785万吨，同比增长36.7%。进口占表观消费量为55%，同比增加6.20 个百分点，我国原油对外依存度达到54.45%，刷新历史最高纪录。 天然气方面，尽管进口量占整体消费比例仅一成有余，但因基数较小，进口增幅较快， 我国对于进口天然气的依存度也持续上升。1月-4月中国进口天然气45.1亿立方米，由于 中亚天然气的贯通，中国进口天然气与去年同期相比，涨幅剧增至206.1%。 煤炭方面，前4月煤炭出口741万吨，下降20.7%；进口5799万吨，增长1.5倍；净进口 5058万吨，同比增加3715万吨。有分析人士认为，我国今年有可能超过日本成为全球进 口煤炭最多的国家。
国际市场营销学练习题和答案
《国际市场营销学》练习题一、单项选择题这次发的练习题是将上次发的做了调整的，以这次的为准 1.20世纪80年代以后，国际市场营销的进展进入（ D ） A.入口营销时期B.出口营销时期 C.跨国国际营销时期 D.全世界营销时期 2.国际市场营销学是源于( D ) A.经济学 B.国际贸易 C.商业企业治理学 D.基础市场营销学 3.跨国国际营销是国际营销的进展时期之一，一样以为该时期始于( D ) A.20世纪初 B.20世纪50年代 C.20世纪60年代 D.20世纪70年代 4.世界市场有多种分类方式，把国际市场分为欧洲一起体、独联体、东盟自由贸易区、南美洲一起市场等，这种分类方式是( C ) A.按地理位置分类 B.按经济进展水平分类 C.按国际经济联盟分类 D.按出口商品类别及商品分类 5.在以下各类国际营销活动进程中可能碰到的不属于政治风险的是( A ) A.汇率变更 B.入口限制 C.外汇管制 D.政府没收 6.以下关于集中性营销策略的表达中，说法错误的选项是( C ) ．．A.在一个或几个较小的市场上占有较大的份额 B.目标集中在少数几个子市场 C.在较大的市场上占有一个较小的市场份额D.适用于资源有限的企业 7.企业只推出单一产品，运用单一的市场营销组合，力求在必然程度上适合尽可能多的顾客的需求，这种战略是( A ) A.无不同市场营销战略 B.密集市场营销战略 C.不同市场营销战略 D.集中市场营销战略 8.以下属于产品附加利益层的是( D ) A.产品的功能和效用 B.产品的品牌和商标 C.产品的包装和色彩 D.送货、安装、上门效劳 9.某企业集团从生产保健品转向房地产开发，其产品市场的进入模式是( D ) A.产品开发型模式 B.市场开发型模式 C.市场渗透型模式 D.多种经营型模式10.以向企业治理人员提供有关销售、本钱、存货、现金流量、应收账款等企业经营现状信息为要紧工作任务的系统是市场营销信息系统中的( D ) A.市场营销情报系统 B.市场决策支持系统 C.市场营销分析系统 D.内部报告系统 11.在国际营销活动中，遇见的最严峻的政治风险是（ C ） A.外汇管制 B.劳工政策 C.没收D.入口限制 12.国际市场宏观细分的首要步骤是（ A ） A.确信细分标准 B.初步划分子市场C.分析初分子市场D.选择易进入的子市场 13.不同性营销策略的优势是（ B ） A.实现规模经济，降低生产和营销本钱 B.增加企业竞争能力，扩大销售额 C.集中力量向某一特定子市场提供最好效劳 D.适用于资源比较有限的企业 14.适合选择短渠道销售决策的产品是( B ) A.效劳要求不高的产品 B.销售数量大、购买次数少的产品 C.企业销售力量较弱的产品 D.重量轻、体积小的产品 15.产品处于成长期和成熟期时期所采纳的广告策略主若是( C ) A.告知性广告 B.说服性广告 C.提示性广告 D.让利性广告 16.目标市场是指企业所选定的( B ) A.销售地域 B.消费者群体 C.销售渠道 D.销售产品 17.在商品价钱组成要素中，最大体、最要紧的因素是( A ) A.本钱 B.需求 C.供给 D.购买力 18.在分析国际市场政治环境时，衡量政治不稳固性的指标除文化割裂外，还有（ D ） A.没收 B.征用 C.宗教冲突 D.政权的更迭率 19.如实反映企业经营状况的调查研究属于（ B ） A.探讨性研究 B.描述性研究 C.因果性研究 D.预测性研究 20.由调查人通过亲自观看或用仪器进行记录的一种调查方式是（ B ） A.询问法 B.观观点 C.实验法 D.问卷法 21.某产品在市场上普及并慢慢达到饱和，销售量趋于稳固，这说明该产品处于产品生命周期中的（ C ） A.投入期 B.成长期 C.成熟期 D.衰退期 22.企业各产品线中产品项目的数量的平均数称为产品组合的（ C ） A.广度 B.长度 C.深度 D.密度 23.促销活动的首要任务是（ D ） A.推销产品 B.留住顾客 C.树立形象 D.传递信息24.以自己的名义在本国市场上购买商品，再卖给国外买主的贸易商，统称为（ C ） A.出口代理商 B.出口佣金商 C.出口商 D.企业自设出口机构25.从企业微观经济分析，市场的组成要素有消费者、欲望和（ D ） A.商品 B.货币C.收入D.购买力 26.国际市场营销要紧着眼于（ C ） A.国家利益 B.地域利益 C.企业利益 D.消费者利益 27能够反映一个国家或地域经济状况和金融政策的综合指标是（ C ） A.自然资源 B.基础设施 C.通货膨胀率 D.外国投资状况 28.对企业市场营销活动中因自变量的转变引发因变量转变的关系进行的研究是（ C ） A.探讨性研究 B.描述性研究 C.因果性研究 D.预测性研究 29.国际市场宏观细分标准中，最经常使用的细分标准是（ A ） A.地理标准 B.文化标准 C.经济标准 D.政治和法律标准 30.随行就市定价法属于（ C ） A.本钱导向定价法 B.需求导向定价法 C.竞争导向定价法D.心理导向定价法 3一、以“新产品—现有需求—国际市场”为大体思路的国际产品市场进入模式是( C ) A.多种经营型模式 B.市场渗透型模式 C.新产品开发型模式 D.市场开发型模式 32.产品的功能和效用属于整体产品概念中的（ B ） A.产品附加利益层 B.产品核心层 C.产品有形特点层 D.产品无形特点层 33.国际市场的“产品—市场矩阵”中，基于“现有产品—新需求—国际市场”的营销模式是（ C ） A.市场渗透模式 B.产品开发模式 C.市场开发模式 D.多种经营模式 34．顾客需求的不同性理论是（ C ） A．商品不同性的基础 B．市场不同性的基础 C．市场细分的基础 D．消费品细分的基础 35．产品生命周期中，大体特点为销量低且增加缓慢时，说明产品处于（ A ） A．投入期 B．成长期 C．成熟期 D．衰退期36．针对消费者的消费心理，可采纳的定价策略是（ C ） A．盈亏平稳固价法 B．边际本钱定价法 C．尾数定价法 D．平均本钱定价法 37．不拥有产品所有权，在规定条件下向国外市场销售商品的中间商是（ A ）．．．A．出口代理商 B．出口经销商 C．出口采购商 D．出口经纪人38.国际市场营销与国际贸易都有的工作是（ B ） A.促销 B.组织进出口业务 C.国际上商品互换 D.产品开发 39.若是需要把本公司具有优势的知识和技术进行国际转移，其要紧媒介是（ B ） A.出口打入模式 B.合同打入模式 C.投资打入模式 D.间接出口 40.产品的保护属于（ D ） A.产品的核心层 B.产品的有形特点层 C.产品的延伸层 D.产品附加利益层 41.美国通用汽车在中国大陆有“别克”、“雪佛兰”等不同的品牌号，这种决策是（ C ） A.统一品牌决策 B.分类品牌决策 C.多品牌决策 D.主、副品牌决策 42.在商品流通进程中，对商品没有所有权的是（ C ）．．A.中间商 B.经销商 C.代理商 D.消费者 43.所谓渠道治理的中心任务确实是要（ B ） A.降低本钱 B.解决矛盾 C.提高效率 D.增进和谐 44.在制定国际市场促销策略时，最大体的决策是（ B ） A.决定促销在国际营销中的强度 B.识别/估测目标受众 C.提出购买建议 D.决定最优促销组合 45.以下促销手腕中，属于营业推行的是（ C ） A.广告 B.人员推销 C.有奖销售 D.公共关系 46.以下关于阻碍国际市场销售渠道决策因素的说法中，正确的选项是（ B ） A.产品单价越低，越应选择短渠道 B.新产品问市之初应选择短渠道 C.体积大的重型产品应选择长渠道 D.技术性强的产品应选择长渠道 47.当商品的需求弹性系数E值>l时，说明该商品是( A ) D A.富有弹性 B.缺乏弹性 C.无弹性 D.不能确信弹性 48.企业的定货、销售量、生产量、价钱、存货等信息属于（ C ） A.市场情报系统 B.市场运筹学系统 C.内部记录系统 D.国际市场研究系统 49.将公司的产品在目标国家之外制造，然后运往目标国家市场销售，这种进入国际市场的式称为（ D ）A.契约进入模式B.投资进入模式C.产品进入模式D.出口进入模式50.产品的品质和价钱属于（ B ） A.产品核心层 B.产品有形特点层 C.产品无形特点层 D.产品附加利益层 51.适宜采纳“生产者→零售商→消费者”销售渠道的产品是（ B ） A.农产品类 B.汽车类C.日用品类D.能源类 52.短渠道策略适宜于（ A ） A.销售量专门大、购买次数少的市场 B.销售量专门大、购买次数多的市场 C.销售量很少、购买次数少的市场 D.销售量很少、购买次数多的市场53.关于顾客挑选性强、注重品牌商标的产品，其销售渠道宽度应选择的策略是（ D ） A.普遍销售策略 B.密集销售策略 C.选择性销售策略 D.独家销售策略 54.通货膨胀关于国际营销决策阻碍最大的是（ B ） A.产品决策 B.定价决策 C.分销决策 D.促销决策 55.如实了解企业产品销售增加率状况的市场研究属于（ B ） A.探讨性研究 B.描述性研究 C.因果性研究 D.预测性研究 56.某汽车制造厂有载重车、牵引车、小轿车等产品线，那么其产品组合的宽度为（ C ） A.1 B.2 C.3 D.4 57.活着界市场中处于中等竞争地位的企业常采纳的跨国公司市场竞争战略是（ C ） A.市场领导者战略 B.市场挑战者战略 C.市场跟随者战略 D.市场后起者战略 58．若是某个国家规定商标所有权以最先注册者优先取得，那么那个国家采纳的法律是 ( D ) A．国际法系B．国际商标法系 C．适应法系D．成文法系 59．为了明确某一问题的性质、情形和缘故等而进行的专项研究属于( A ) A．探讨性研究 B．描述性研究C．因果性研究 D．预测性研究 60．某产品的销量迅速增加，企业开始盈利，竞争者纷纷加入，这说明该产品处于产品生命周期中的( B ) A．投入期 B．成长期 C．成熟期 D．衰退期61．企业生产或经营的产品线数量称为产品组合的( A )A．宽度 B．长度 C．深度 D．密度 62．适宜市场跟随者采纳的定价策略是( D ) A．薄利多销策略 B．按质论价策略 C．最优价钱策略 D．随行就市策略63．较少采纳人员推销方式进行促销的产品是( A ) A．低价消费品 B．高价消费品 C．低价工业品 D．高价工业品 64．国际市场营销渠道是指商品从一个国家的生产企业流向( B ) A．国外供给商的流程B．国外最终消费者或用户的流程 D．国外生产企业的流程 C．国外代理商或经纪人的流程 65.以下定价法中不属于心理导向定价策略的是( B ) ．．．A.声望定价法 B.整数定价法 C.优质优价法 D.尾数定价法 66.以下活动中不属于营业推行活动的是( C ) ．．．A.有奖销售 B.赠券 C.公共关系 D.分期付款 67.国内出口中间商类型很多，其中不拥有产品所有权的出口中间商是( A ) ．．．A.出口代理商 B.国际贸易公司 C.出口直运批发商 D.国外设在本国的常驻收购商 68.能够表现及时调整信息、实现信息双向交流等特点的促销手腕是（ A ） A.人员推销 B.广告 C.营业推行 D.公共关系 69.关于在国外开展营业推行活动的公司来讲，应重点考查法律限制、中间商的能力和（ A ） A.竞争者的作法 B.企业自身能力 C.产品的特点 D.消费者的购买行为 70.价钱低廉、产品不同很小、购买量小而频率高的日常消费品的出口常采纳（ B ） A.集中销售策略 B.普遍销售策略 C.选择性销售策略 D.独家销售策略71.产品处于导入期和成长初期时，应采取的广告策略是（ B ） A.说服性广告策略 B.告知性广告策略 C.提示性广告策略 D.诱导性广告策略二、多项选择题 ABC1.进入国际市场模式有( )A.出口打入模式B.合同打入模式C.投资打入模式D.技术打入模式E.治理打入模式ABC2.出口代理商的要紧类型有( ) A.出口经营商 B.厂商出口代理人 C.国际经纪人 D.出口佣金商E.企业自设出口机构 3.企业在分析要进入的国家和地域时，第一要分析其市场规模和容量，具体而言，要分析的因素要紧有（ A ） A.人口B.收入 C.商业效劳能力 D.城市化水平 E.经济进展水平.ABDE4.契约进入模式的内容包括（） A.特许 B.许可证贸易 C.技术转让 D.合同生产协议E.“交钥匙”合同ACE5.一样外销企业在销售渠道宽度上可供选择的策略有（） A.普遍销售策略 B.一样性销售策略 C.选择性销售策略 D.非选择性销售策略 E.独家销售策略ADE6.在国际市场的产品——市场矩阵中，市场开发型模式的决定因素有（） A.现有产品 B.现有市场（现有需求）C.新产品 D.新市场（新需求） E.国际市场 7.国际市场的定价目标要紧有利润目标、市场目标和竞争目标，其中市场目标要紧包括 .ABCDE （） A.质量优良目标 B.增加销售量目标 C.市场占有率目标 D.市场渗透目标 E.稳固价钱目标 8.促销信息传播的方式要紧有（ ABCE ） A.人员推销B.广告 C.公共关系 D.宣传 E.营业推行 9.国际市场营销与国际贸易的区别在于( ABCDE ) A.市场主体 B.理论基础 C.生产经营特点 D.利益机制 E.商品互换范围ACD10.以下属于国际市场文化环境的是( ) A.语言 B.教育 C.价值观和态度 D.宗教 E.国际关系 11.信息传播的方式要紧有( ABDE ) A.人员推销 B.广告 C.产品包装 D.营业推行 E.公共关系12.国际市场研究的类型要紧有( ABC ) A.探讨性研究 B.描述性研究 C.因果性研究 D.调查性研究 E.预测性研究 13.对国际市场进行细分需要遵循的原那么是( ABCD ) A.不同性 B.可进入性 C.可衡量性 D.可收益性 E.可爱惜性 .ABCDE 14.跨国企业制定较高或较低转移价钱的作用要紧有( ) A.减少税负 B.规避风险 C争夺与操纵市场 D.转移资金 E.调剂子公司的利润水平 15对国际市场分销渠道成员操纵与治理的手腕要紧有( ABCDE ) A.人员培训 B.鼓励 C.提供优惠的信贷条件 D.评估 E.中止 16．国际市场信息系统包括（ ABD ）A．内部记录系统 B．营销情报系统 C．反馈评判系统 D．营销调研系统 E．营销决策支持系统 17.进入国际市场的投资打入模式要紧有（ AB ） A.独资经营 B.合伙经营 C.合同制造 D.劳务合作 E.合同生产协议 18.选用长渠道销售的产品特点要紧有（ ACD ） A.单价低 B.技术性强 C.重量轻 D.不易毁损 E.效劳要求高三、简答题 1.简述宗教对国际营销活动产生重要阻碍的缘故。
《市场营销学》第六章 定价策略练习题
第六章定价策略练习题一、填空题1、市场占有率是___________和__________的综合反映。
2、企业定价目标的确定必须服从于____________。
3、需求曲线表明了价格与需求之间成_________关系，即价格___________，需求_____________。
4、价格欺诈行为主要有_____________和____________两种类型。
5、企业定价方法可以分为三类：__________________，__________________，______________。
6、差别定价法有四种形式：__________________，___________________，_________________和________________．7、折扣折让策略有＿＿＿＿＿．＿＿＿＿＿＿．＿＿＿＿＿＿＿＿＿＿＿＿和＿＿＿＿＿＿五种形式。
8、促销定价策略有＿＿＿＿＿＿，＿＿＿＿＿，＿＿＿＿＿＿和＿＿＿＿＿＿四种形式。
9、企业调整价格通常分为两种情况：＿＿＿＿＿＿＿和＿＿＿＿＿＿＿＿＿＿＿。
二、单项选择题１、企业可以以（）为定价目标。
Ａ垄断控制Ｂ低价倾销Ｃ利润最大化Ｄ广告效应２根据需求曲线理论，市场需求随着产品价格的上升而（）。
Ａ减少Ｂ增加Ｃ不变Ｄ说不清３目标利润定价法由于没有考虑竞争关系对销量的影响，通常只适用于（）企业。
Ａ竞争激烈的Ｂ小型化Ｃ新成立的Ｄ垄断性４大宗物资采购通常采用（）定价法。
Ａ通行价格Ｂ竞争价格Ｃ密封投标Ｄ市场可销５现在许多超市经常推出“特价＂、“惊爆价”商品，这属于（）策略。
Ａ现金回扣Ｂ招徕定价Ｃ特别事件定价Ｄ习惯定价６价格欺诈行为主要有（）。
Ａ虚假降价Ｂ歧视报价Ｃ竞争定价Ｄ垄断价格７下列商品中，除（）以外，均不适合采用成本定价法。
Ａ商品房Ｂ电冰箱Ｃ糕点Ｄ服装８适用于附带产品定价法的产品是（）。
Ａ鲜花Ｂ手机Ｃ贺卡Ｄ胶卷９企业的生产成本低于竞争者，但在市场上并未处于支配地位，这时应考虑（）。
国际市场营销课后习题答案
《国际市场营销理论与实务》（第2版）习题答案仅供参考第一章国际市场营销概述一、单项选择题C C B C B二、多项选择题1.ABDE2.ABCD3.ACDE三、简答题1.简述国际营销和国际贸易的异同（1）相同点。
国际市场营销与国际贸易都是以获得利润收入为目的而进行的跨越国境的经济活动。
（2）不同点。
①所依据的理论点不同；②商品(劳务)交换的行为主体不同；③强调重点不同；④商品(劳务)转移的形态不同；⑤国际市场营销涉及企业整体发展战略问题；⑥评价绩效的信息来源不同。
2.简述企业走向国际市场的主要动因（1）国际营销的竞争动因①避开竞争锋芒。
②追逐竞争对手。
③锻炼竞争能力。
④延长产品生命周期，发挥竞争优势。
（2）国际营销的资源动因①开发自然资源。
②利用劳动力资源。
③获取技术资源。
④赢取信息资源。
（3）国际营销的利润动因①通过规模效应，获得更大利润。
②利用资源优势，获得更大利润。
③利用优惠政策，获得更大利润。
同时，一些国家为了吸引外商投资，在税收等方面采取一系列优惠政策。
国际企业也可以通过东道国政府的优惠政策获得更大的收益。
3.试区别国内营销、出口营销、国际营销、多国营销、全球营销（1）国内营销。
国内营销是指国内市场为企业唯一的经营范围，企业经营的目光、焦点、导向及经营活动集中于国内消费者、国内供应商、国内竞争者。
其公司在国内从事营销活动可能是有意识的、自觉的战略选择，活着是无意识的、不自觉的想躲避国外竞争者的挑战，有时甚至由于对外界环境的无知而造成“出口恐惧症”，对出口销售持消极态度。
（2）出口营销。
出口营销时期一般指20世纪第二次世界大战后至60年代。
但是，此阶段仍以出口产品为主组织国际市场营销活动，对国际市场调研、产品开发的自觉性还不够。
这是企业进入国际市场的第一阶段。
其目标市场是国外市场，企业在国内生产产品到国外销售，满足国外市场需求。
在这一阶段产品与经验成为发展出口营销的关键。
同时，国际营销者还要研究国际目标市场，使产品适应每个国家的特殊要求。
《国际市场营销学》第六章习题参考答案
《国际市场营销学》第六章习题参考答案1.解释下列概念：物质自然环境：物质自然环境是国际营销环境的重要因素, 它主要包括自然条件与基础设施。
自然条件：自然环境主要包括地形、气候、土地面积及自然资源等。
基础设施：基础设施主要包括交通运输设施、通讯设备和仓库等，还包括有关商业的基础设施。
环保运动或环境保护主义：环保运动或环境保护主义是指由对保护及改善人类赖以生存的环境十分关注的公民和政府所倡导的一种有组织的运动。
可持续发展战略：可持续发展战略是指社会经济发展必须同自然环境及社会环境相联系，使经济建设与资源环境相协调，使人口增长与社会生产力发展相适应，以保证实现社会良性循环的发展。
绿色消费：消费者从关心和维护个人生命安全、身体健康、生态环境、人类社会和永续发展出发，试图以自己强烈的环境意识对市场形成一股巨大的环保压力。
以此引导企业生产和制造符合环境标准的产品，促进环境保护，以实现人类与环境和谐演进的目标。
绿色产品：所谓绿色产品，指对社会或环境的改善有贡献的产品，或减少其对社会和环境所造成的损害，或指对环境及社会生活品质的改善优于竞争者所提供的产品。
绿色营销：绿色营销是指企业以保护环境观念作为其经营哲学思想，以绿色文化为其价值观念，以消费者的绿色消费为中心和出发点，通过制定及实施绿色营销策略，满足消费者的消费需求，实现企业的经营目标。
2.何谓物质自然环境？它对该国社会的政治、经济及国际营销发生什么样的影响？答：物质自然环境是国际营销环境的重要因素, 它主要包括自然条件与基础设施。
自然环境影响国家的经济与社会发展：地理条件影响一个国家的交通运输与贸易的发展；地理条件影响一个国家社会的发展；自然资源的差异将影响世界经济发展与贸易发展的格局。
自然环境对国际营销的影响：影响产品的适应性；影响分销体系的设立及分销渠道的选择；自然条件影响企业的经营成本。
基础设施从以下几个方面影响国际营销：交通运输、通讯设备、商业基础设施。
国际市场营销习题答案-1-14章(1)
课后习题答案第一章导论一、单选A 2B 3D 4C 5C 6D 7D 8C 9D 10C二、多选题1 ABCDE2 ABCDE 3ABD 4 ABCD 5 ABD三、简答：1．国际市场营销的含义是什么?国际市场营销是指企业根据市场国消费者的消费习惯与需求，将产品和服务提供给国外的消费者的跨越国界的营销行为。
国际市场营销的本质是企业通过为国际市场上的消费者提供满足其需要的产品和服务从而获得利润的经营活动。
国际市场营销相对于国内市场营销更具有复杂性、风险性、困难性等。
2．国际市场营销的基本理论有哪些?国际市场营销与市场营销一样，是以经济学的基本原理作为理论基础，融合现代管理学、统计学、数学、会计学、社会学、心理学等诸多学科的内容，既可以应用于国内的市场营销活动，又广泛运用于国际市场营销之中。
以消费者的需求为中心，经历了一个由生产观念到市场观念，从以生产者为中心到以满足消费者和用户的需求为中心的发展过程。
国际市场营销是国内市场营销的延伸。
4．如何理解国际市场营销的概念?国际市场营销的本质是企业通过为国际市场上的消费者提供满足其需要的产品和服务从而获得利润的经营活动。
国际市场营销相对于国内市场营销更具有复杂性、风险性、困难性等。
因为国际市场营销是企业在国际市场进行的，由于各国的经济、政治、文化等方面都存在一定的差异，因此市场需求千差万别。
企业在进行国际市场营销活动时，必须充分调研各国的商业政策和市场特点，营销决策应因地制宜，尊重各国的文化特点。
5．市场营销学与国际市场营销学的区别。
国际市场营销与国内市场营销所面临的环境大不相同，因此，从事国际市场营销和从事国内市场营销时也存在较大的区别，具体表现在以下几个方面。
1．国际市场营销面临的环境更复杂。
国内市场营销在本国范围内进行，面临的是一种比较单纯的市场环境结构，它是由企业营销人员比较熟悉的所在国的政治、经济、法律、文化等市场环境构成。
国际市场营销所面临的市场环境则是多层次的复杂结构。
《国际市场营销学》课后习题答案
《国际市场营销学》课后习题答案1、企业走向国际市场得主要动因就是什么？我国企业走向国际市场得动因有哪些特殊性？国内市场需求饱与及市场竞争激烈；国际市场得吸引力;政府鼓励与支持企业出口政策;科学技术发展为企业跨国经营提供物质前提；我国动因：国内市场竞争激烈;国外产品通过各种渠道大量涌入国内市场，使国内市场呈现出饱与状态，企业为实现产品得竞争日益激烈；获取国外先进科学技术及先进得管理技术；利用俩种资源与俩个市场获取国外低成本得生产资源及引进外资;2、什么就是国际市场营销？国际营销同国内营销有何联系与区别？国际市场营销就是指在一国以上把企业生产得商品或劳务引导到消费者或用户中去得经营活动;一)国际营销与国内营销得联系1．基础得共同性国际营销与国内营销都以经济学得基本原理作为理论基础。
现代管理学、统计学、数学、会计学、社会学、心理学等诸多学科得内容，既可以指导国内营销活动,又广泛运用于国际营销之中。
2．观念得一致性在当代经济活动中，国际营销观念与国内营销观念本质上就是一致得,都以“市场观念"作为指导原则，以满足消费者与用户得需求为中心。
所谓满足需求，一就是指满足消费者与用户对商品或服务在使用价值上得需求；二就是指满足消费者与用户得心理需求。
由于观念得一致性，企业得国内外营销活动也具有一致性,即企业在国内外营销活动中都必须做到：（1)企业生产、销售产品与服务都要有自己得目标市场,即要有特定得用户作为自己得买主;（２)企业提供得产品与服务,不仅在物质功能上而且在价值观念上，都要满足目标市场得需求；(３)企业销售产品与服务在时间、地点、方式、价格等方面,都必须便于顾客购买；(4）及时为顾客提供信息与满意得售后服务,以满足现实顾客与潜在顾客对商品与服务得多种需要。
3。
经营得延伸性在经营上，国际营销与国内营销往往存在一定得联系.就其经营发生得过程来瞧，国际营销就是国内营销得延伸。
粗略说来,企业先从事国内营销,再逐渐发展到国际营销。
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1.解释下列概念：
物质自然环境：物质自然环境是国际营销环境的重要因素,它主要包括自然条件与基础设施。
自然条件：自然环境主要包括地形、气候、土地面积及自然资源等。
基础设施：基础设施主要包括交通运输设施、通讯设备和仓库等，还包括有关商业的基础设施。
环保运动或环境保护主义：环保运动或环境保护主义是指由对保护及改善人类赖以生存的环境十分关注的公民和政府所倡导的一种有组织的运动。
可持续发展战略：可持续发展战略是指社会经济发展必须同自然环境及社会环境相联系，使经济建设与资源环境相协调，使人口增长与社会生产力发展相适应，以保证实现社会良性循环的发展。
绿色消费：消费者从关心和维护个人生命安全、身体健康、生态环境、人类社会和永续发展出发，试图以自己强烈的环境意识对市场形成一股巨大的环保压力。
以此引导企业生产和制造符合环境标准的产品，促进环境保护，以实现人类与环境和谐演进的目标。
绿色产品：所谓绿色产品，指对社会或环境的改善有贡献的产品，或减少其对社会和环境所造成的损害，或指对环境及社会生活品质的改善优于竞争者所提供的产品。
绿色营销：绿色营销是指企业以保护环境观念作为其经营哲学思想，以绿色文化为其价值观念，以消费者的绿色消费为中心和出发点，通过制定及实施绿色营销策略，满足消费者的消费需求，实现企业的经营目标。
2.何谓物质自然环境？它对该国社会的政治、经济及国际营销发生什么样的影响？答：物质自然环境是国际营销环境的重要因素,它主要包括自然条件与基础设施。
自然环境影响国家的经济与社会发展：地理条件影响一个国家的交通运输与贸易的发展；地理条件影响一个国家社会的发展；自然资源的差异将影响世界经济发展与贸易发展的格局。
自然环境对国际营销的影响：影响产品的适应性；影响分销体系的设立及分销渠道的选择；自然条件影响企业的经营成本。
基础设施从以下几个方面影响国际营销：交通运输、通讯设备、商业基础设施。
3.为什么自然环境保护必须进行国际性的合作？
答：自然环境恶化主要表现在：臭氧层空洞、全球变暖、空气污染、森林砍伐、土地退化、水源污染严重、资源短缺。
总之，自然环境的恶化是全球性的，因而，应当从全球的视角，协调各国的关系，共同采取环保对策。
4.什么叫环保运动？它对企业国际营销有何影响？
答：环保运动或环境保护主义是指由对保护及改善人类赖以生存的环境十分关注的公民和政府所倡导的一种有组织的运动。
环保运动对企业营销的要求：环保主义者并不反对营销活动及人们的消费，而是希望营销活动和消费能循生态方面的原则；环保主义者要求生产者和消费者在决策时要考虑环境成本。
环保运动对企业营销既造成威胁又带来了机遇：一方面对造成污染的企业形成威胁；另一方面对研制控制环境污染设备的企业则提供了发展的机会，使企业能开拓新的营销天地。
5.什么是可持续发展战略？其提出的社会背景如何？
答：可持续发展战略是指社会经济发展必须同自然环境及社会环境相联系，使经济建设与资源环境相协调，使人口增长与社会生产力发展相适应，以保证实现社会良性循环的发展。
人类自实行工业化以来，社会经济迅猛发展，在为社会创造巨大财富，给广大消费者提供物质福利及给企业带来巨额利润的同时，却严重地浪费了自然
资源，破坏了自然生态平衡，造成了严重的环境污染及恶劣的社会环境，要使人类社会能够良性循环地发展，必须实施保护自然环境，治理环境污染及实施改变恶劣社会环境的可持续发展战略。
6.绿色营销与可持续发展战略有何关系？
答：实现可持续发展实质上是要协调好经济、社会与资源三者的关系。
协调好这三者之间的关系，需要通过政府行为、公众行为与企业参与行为共同作用。
可持续发展战略的实施，从宏观方面，要求政府制定及实施可持续发展战略，要求国际间的合作。
从微观方面，要求各企业营销活动有利于环境的良性循环发展，也就是要求企业开展绿色营销。
7.什么是绿色营销？它同传统营销有何差异？
答：绿色营销是指企业以保护环境观念作为其经营哲学思想，以绿色文化为其价值观念，以消费者的绿色消费为中心和出发点，通过制定及实施绿色营销策略，满足消费者的消费需求，实现企业的经营目标。
绿色营销特点：绿色标准和标志表现出了世界的无差别性；绿色营销以绿色观念为主导；绿色营销以绿色产品为依托。
课后案例答案提示
讨论题，从上述案例中分析自然环境对企业营销的影响。
答：自然环境对国际营销的影响：影响产品的适应性、影响分销体系的设立及分销渠道的选择、自然条件影响企业的经营成本。
结合案例和理论作案即可。