Information Gap
Activities of Information Gap &Role-play
Country
The gesture for OK
someone who makes the gesture will think it means money.
gestures use gestures for for “yes” and greeting “no”
a bow or simply a nod of the head. the gestures have the opposite meaning.
Chang’e
• This activity was designed for use with Unit 21 of Senior English for China,book1B,to go with the texts “Body Language”
Activity 2
Student A:
Activity2:
• Student A is a customer and Student B is the shop assistant.
Student A: You arrive at a shop center one morning and want to buy a TV. You meet the assistant and 1.Ask him/her if there are some televisions 2.Ask him/her what kind do they have 3.Tell him/her what do you want 4.Ask for the price 5.Ask if they can help you to take the TV home
Japan
France
In Brazil and Germany
THERM-A-GAP
THERM-A-GAP™Gap Filler Pads* T hicknesstolerance,in(mm)±10%**********************(2.5mm)orless;±0.01in(0.25mm)@nominalthicknessgreaterthan0.1in(2.5mm).Custom thicknesses may be available upon request.** The typical deflection range is approximately 5-40%.*** Laminated polyester film provides low abrasion on one side as well as improved dielectric isolation.THERM-A-GAP™Gap FIller Pads* T HERM-A-GAP 976 is only offered without a carrier, PSA not available.** The typical deflection range for G974 and 974 is approximately 5-20%; 976 is 5-30%.THERM-A-GAP™ Gap Filler PadsHCS10Gwith gray fiberglass carrier, peelable liner G569with gray fiberglass carrier, peelable linerA579with aluminum PSA carrier, peelable liner 579unsupported (no carrier),peelable liner579KTwith thermally enhanced polyimide carrier,no liner579PNwith PEN film carrier, no liner Blue base liner on all pads remove prior to installationProduct examples showing carrier options and liners.G579with fiberglass carrier,peelable linerD O N O T R EM O V EP E E L LI N E R ON L YD O N O T R EM O V EP E E L LI N E R ON L YD O N O T R EM O V EP E E L LI N E R ON L YD O N O T R EM O V EP E E L LI N E R ON L YP E E L LI N E R ON L YD O N O T R EM O V ED O N O T R EM O V EAvailable Carriers• G – woven fiberglass (no PSA) – this carrier option provides reinforcement and a clean break / low-tack interface surface, allowing for re-use of the pad if necessary or for prototyping.• A – aluminum foil (with PSA) – this carrier’s primary function is to allow a pressure sensitive adhesive on the gap pad.• PN – PEN film (polyethylenenapthalate) – this carrier permits the gap pad to see a shearing motion and offers a clear,cost-effective dielectric film with fair thermal performance.• KT – thermally enhanced polyimide – this carrier permits the gap pad to see a shearing motion and offers an excellent dielectric film with enhanced thermal performance.• No carrier (no letter distinction) – the no carrier or “un-reinforced” option allows the gap pad to have high-tack surfaces on both sides, allowing for the pad to be highlyconformable, but it does make cutting and handling of the product more difficult.THERM-A-GAP ™ HCS10, 569, 570, 579 and 580 Thermally Conductive PadsOrdering Information: Custom Configurations Please contact Parker Chomerics for a pre-assigned part number, for custom widths, lengths and part sizes, etc.Available options include:• Custom die-cut parts on sheets, or as individual parts• “A” version offered die-cut (up to 0.040”) on continuous rolls (higher volumes) • Custom thicknesses available upon request (up to 1” thick) • Custom molded designs and ribbed sheets* See typical properties table for thicknesses† Minimum thickness for A570, G570, G579 and A580, G580 ††Minimum thickness for 579 and 5809" x 9" Sheets - No Pressure Sensitive Adhesive (PSA)9" x 9" Sheets - Pressure Sensitive Adhesive (PSA) 1 SideTHERM-A-GAP ™ HCS10, 569, 570, 579 and 580 Thermally Conductive Pads18" x 18" Sheets - No Pressure Sensitive Adhesive (PSA)18" x 18" Sheets - Pressure Sensitive Adhesive (PSA) 1 SideOrdering Information: Custom Configurations Please contact Parker Chomerics for a pre-assigned part number, for custom widths, lengths and part sizes, etc.Available options include:• Custom die-cut parts on sheets, or as individual parts• “A” version offered die-cut (up to 0.040”) on continuous rolls (higher volumes) • Custom thicknesses available upon request (up to 1” thick) • Custom molded designs and ribbed sheets* See typical properties table for thicknesses ** Minimum thickness for G579† Minimum thickness for A570, G570, and A580, G580 †† Minimum thickness for 579 and 580HANDLING INFORMATIONThese products are defined by Parker Chomerics as “articles” according to the following generally recognized regulatory definition for articles:An article is a manufactured item “formed to a specific shape or design during manufacturing,” which has “end use functions” dependent upon its size and shape during end use and which has generally “no change of chemical composition during its end use.”In addition:• T here is no known or anticipated exposure to hazardous materials/substances during routine and anticipated use of the product.• T he product’s shape, surface and design is more relevant than its chemical composition.These materials are not deemed by Parker Chomerics to require an MSDS. For furtherquestions, please contact Parker Chomerics at 781-935-4850.* See typical properties table for thicknessesOrdering Information: Custom Configurations Please contact Parker Chomerics for a pre-assigned part number, for custom widths, lengths and part sizes, etc.Available options include:• Custom die-cut parts on sheets, or as individual parts• “A” version offered die-cut (up to 0.040”) on continuous rolls (higher volumes) • Custom molded designs and ribbed sheetsTHERM-A-GAP ™ 976 Thermally Conductive PadsTHERM-A-GAP™ 974 and G974 Thermally Conductive PadsHANDLING INFORMATIONThese products are defined by Parker Chomerics as “articles” according to the following generally recognized regulatory definition for articles:An article is a manufactured item “formed to a specific shape or design during manufacturing,” which has “end use functions” dependent upon its size and shape during end use and which has generally “no change of chemical composition during its end use.” In addition:• T here is no known or anticipated exposure tohazardous materials/substances during routineand anticipated use of the product.• T he product’s shape, surface and design ismore relevant than its chemical composition.These materials are not deemed by ParkerChomerics to require an MSDS. For furtherquestions, please contact Parker Chomerics at781-935-4850.* See typical properties table for thicknesses** Minimum thickness 974† Maximum thickness 974Ordering Information: Custom ConfigurationsPlease contact Parker Chomerics for a pre-assigned part number, for custom widths, lengths and part sizes, etc.Available options include:• Custom die-cut parts on sheets, or as individual parts• “A” version offered die-cut (up to 0.040”) on continuous rolls (higher volumes) • Custom molded designs and ribbed sheets。
GAP
开关量输入 – RESET复位输入
PROPRIETARY INFORMATION - © 2017 WOODWARD, INC.
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GAP Training
创建模拟量输入
PROPRIETARY INFORMATION - © 2017 WOODWARD, INC. PAGE 21
CONFIDENTIAL
HMI_ENUM – 用于Toolkit
定义在Toolkit中可显示和/或调整的参数；
可设置访问权限；
适用于GAP软件中的整数类型的参数；
将整数参数转换成显示字符或下拉菜单；
PROPRIETARY INFORMATION - © 2017 WOODWARD, INC.
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SEL IN_1 IN_2 OUTPUT
PARD, INC.
PAGE 15
B_SW – 开关量选择开关
根据CTRL参数，选择NC或者NO作为Block的输出；
CTRL，NC和NO数据类型为开关量输入；
输出数据类型为开关量(BOOL)；
PROPRIETARY INFORMATION - © 2017 WOODWARD, INC.
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模拟量输入
可选择从不同的硬件通道读取输入；
将输入的模拟电压或电流信号转换成工程单位量；
• 例如电流、电压信号转换成压力或温度；
可对输入信号进行短路或断路诊断； 可在无需外部输入（使能传感器）或外部输入故障情 况下，可以使用缺省值用于控制逻辑；
根据XOR的特点，可以使不同的开关量状态对应一样 的逻辑输出，以保持其它部分的逻辑不发生变化。例 如一部分用户要求断开有效（TRUE），而另外的用户 要求接通有效。使用XOR可以保证无论何种外部用户 需求，仅需更改IN_2参数，就可保证与之接口的程序 中都可以采用一致的策略，无需改动；
informationgap定义
informationgap定义information gap是指在某个环境中存在信息缺失，导致人们在获取信息时遇到困难的现象。
在现代社会中，information gap是一个普遍存在的问题，它涉及到各个领域，例如教育、科技、经济等等。
本文将从各个方面来探讨information gap的影响和解决办法。
information gap在教育领域中尤为显著。
学生在学习过程中往往会遇到知识的空缺，难以获得完整的信息。
例如，在教室里，老师可能只讲解一部分知识，而学生需要通过自己的努力来填补剩下的空白。
这种information gap会导致学生的学习效果受到限制，甚至可能影响他们的未来发展。
为了解决这个问题，学校可以提供更多的资源和支持，例如丰富的图书馆、网络学习平台等，让学生能够更全面地获取信息，弥补知识的空缺。
information gap在科技领域中也非常常见。
尽管我们生活在信息爆炸的时代，但仍然存在着信息不对称的现象。
例如，一些新兴技术的知识可能只有少数专家了解，普通人很难获取到相关信息。
这种information gap不仅限制了技术的推广应用，也影响了社会的整体发展。
为了解决这个问题，我们可以通过加强科技普及教育，提高公众的科技素养，以及建立更加开放和透明的科技交流平台，让更多的人能够了解和参与到科技创新中。
information gap在经济领域中也存在着。
在市场经济中，信息的不对称会导致买卖双方的利益不平衡。
一方面，卖方可能会隐瞒产品的质量问题或者涨价信息，从而让买方产生信息不对称，导致交易不公平。
另一方面，买方也可能会隐瞒对某个产品的需求，使卖方无法准确了解市场需求。
为了解决这个问题，可以加强市场监管，打击虚假宣传和欺诈行为，同时鼓励信息透明和消费者教育，提高消费者的信息获取能力。
information gap是一个普遍存在的问题，它涉及到教育、科技、经济等各个领域。
解决information gap的关键在于提供更多的资源和支持，加强信息的传递和共享，提高公众的信息获取能力。
信息差英语作文
信息差英语作文Information AsymmetryIn today's rapidly evolving global marketplace, the concept of information asymmetry has become increasingly relevant and significant. Information asymmetry refers to the unequal distribution of information between two or more parties involved in a transaction or decision-making process. This imbalance of information can have far-reaching consequences, affecting various aspects of our personal, professional, and economic lives.One of the primary areas where information asymmetry is prevalent is in the financial sector. Investors, both individual and institutional, often face a disadvantage when compared to the financial institutions and experts who possess more in-depth knowledge and insider information about the markets, investment opportunities, and potential risks. This disparity in information can lead to suboptimal investment decisions, making it challenging for average investors to make informed choices and protect their financial interests.Moreover, information asymmetry can also be observed in the realm of consumer purchases, where sellers often have a morecomprehensive understanding of the products or services they are offering than the buyers. This discrepancy can enable sellers to exploit the lack of knowledge on the part of the consumers, leading to unfair pricing, hidden costs, or the sale of substandard goods. This scenario is particularly prevalent in the insurance industry, where policyholders may not fully comprehend the complexities of their coverage or the potential exclusions and limitations within their policies.In the healthcare sector, information asymmetry can have even more profound implications. Patients often rely heavily on the expertise and recommendations of healthcare professionals, such as doctors and specialists, who possess a deeper understanding of medical conditions, treatment options, and potential outcomes. This power imbalance can make it difficult for patients to actively participate in their own healthcare decisions, potentially leading to suboptimal treatment choices or even medical errors.Furthermore, information asymmetry can have significant consequences in the labor market. Employers often have a more comprehensive understanding of the industry, job requirements, and potential career trajectories, while job applicants may lack the necessary information to effectively negotiate their compensation or understand the long-term prospects of the position. This discrepancy can lead to unfair hiring practices, wage disparities, and limitations inthe career advancement opportunities available to employees.Beyond the economic realm, information asymmetry can also manifest in social and political spheres. Governments and policymakers may possess privileged information regarding national security, public policies, or societal trends, which can be withheld from the general public. This lack of transparency can undermine the ability of citizens to make informed decisions, participate in the democratic process, and hold their elected officials accountable.To address the challenges posed by information asymmetry, various strategies and initiatives have been developed. Regulatory bodies, such as financial regulators and consumer protection agencies, have introduced measures to enhance transparency, disclosure requirements, and access to information for all stakeholders. Additionally, technological advancements, such as the internet and digital platforms, have enabled the democratization of information, empowering individuals and small businesses to access a wider range of data and make more informed decisions.Moreover, the importance of education and financial literacy cannot be overstated. By equipping individuals with the knowledge and tools to navigate complex financial, healthcare, and employment-related decisions, we can empower them to make informed choices and mitigate the negative impacts of information asymmetry.In conclusion, information asymmetry is a complex and multifaceted issue that permeates various aspects of our lives. Addressing this challenge requires a multifaceted approach, including strengthening regulatory frameworks, leveraging technological advancements, and promoting education and financial literacy. By working towards a more equitable and transparent distribution of information, we can foster a more just and inclusive society, where all individuals have the opportunity to make informed decisions and achieve their full potential.。
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.。
信息差(Information Gap)在中学英语口语教学中的运用
信息差(Information Gap)在中学英语口语教学中的运用摘要：英语口语交流中，信息差是一个普遍存在的现象，影响着对话双方的信息交换。
在英语口语教学中，教师如何利用信息差指导教学活动、启发学生主动交流已越来越受关注。
中学生思维全面快速发展，形式逻辑能力不断提高，同时运用语言表达想法的需求也在增加。
文章分析了信息差对现代初高中英语口语课堂中的重要意义和实际教学中关注口语语流、语义层次的具体运用。
关键词：信息差，中学，英语口语课堂一、信息差对中学英语口语教学的重要意义“information gap”是指“信息代沟”或是“信息不对称”，即信息存在差异、有待补充或调整；在中学英语教学中教师常利用“信息差活动”指导教学活动。
学生通过此类活动构建已知知识和未知知识的桥梁，是一个完整的信息传递过程从而使学生有效掌握学习内容或培养解决问题能力。
信息差在口语交流中十分常见，谈话的实质即信息差的填补。
新课标的英语五维目标之一语言技能中的“说”技能，是学生英语输出的重要方式，教师可通过信息差教学，有效地刺激中学生有语言表达的需求，增加学生口语输出。
从理论上看，“信息差教学”是基于交际教学法（Communicative Language Teaching）和任务型教学法（Task-based Language Teaching）的一种教学手段，该教学手段在口语课上主要关注两个层面：一是学生对要描述的话题或材料理解的广度和深度上的差异，二是学生运用英语交流时，输出信息量的差异。
教师如何运用好学生在这两方面的差异是提高英语口语课堂教学效率的关键。
实际教学中，传统初中英语口语教学大多遵循3P的教学模式，即presentation, practice和production，强调口语的准确度(accuracy)，但忽视了口语实际要表达的内容（content）。
同时教师习惯在教学活动开始时向学生展示所有要练习的固定内容，牵着学生反复、机械地练习口语。
Information-Gap-and-Role-play教学提纲
My
D
net friend
He is 12 years old. He is a student. He likes surfing the net.
Jigsaw
reading
A
BCLeabharlann D• Jigsaw groups
• Students are put into groups of four--their jigsaw groups. Within these groups, each group is assigned a different letter: A, B, C, D, which will correspond to an assigned text (A, B, C, D).
lives in a small town near London. wants to play table tennis. is writing an e-mail now.
Listen and match. Wang Bing Gao Shan Tom
lives in a small town near London. wants to play table tennis. is writing an e-mail now.
have a new
in the chat
friend. His
room. We
name is
talk in
Jack.
English.
Look at my T-shirt.
Look at my skirt.
基于Info-Gap理论的地下结构稳健性分析方法
要：围绕基于 Information-Gap(I-G)理论的地下结构稳健性方法展开研究。首先，根据地下结构输出响应模型中不
确定参量可能的取值范围及不同波动幅度对结构安全性能的影响，采用 I-G 模型量化处理不确定参量；其次，通过地下 结构失效准则确立输出模型响应值与临界值之间的关系，由此构建稳健函数，并将结构发生失效前能够容许的不确定 参量之最大波动幅度值定义为稳健可靠性指标来度量地下结构的可靠程度， 从而形成了基于 I-G 理论的地下结构稳健性 分析方法。最后，以某隧道衬砌稳健性分析为例，详细展示了地下结构稳健性分析的具体实施流程。工程算例表明， 稳健可靠性指标反映了结构性能主动抵抗不确定性参量变化的能力。稳健性方法为不易得到不确定性因素足够信息的 地下结构可靠性分析开辟了一条新途径。 关键词：地下结构；不确定性分析；Information-Gap 模型；稳健函数；稳健可靠度指标；非概率可靠性 中图分类号：TU43 文献标识码：A 文章编号：1000–4548(2011)02–0227–07 作者简介：苏永华(1966– )，男，湖南涟源人，博士，教授，博士生导师，主要从事岩石力学和地下结构非确定性及 优化设计方面的教学与研究工作。E-mail: syh5327@。
第 33 卷 2011 年
第2期 .2 月
岩
土
工
程
学
报
Chinese Journal of Geotechnical No.2 Feb. 2011
基于 Info-Gap 理论的地下结构稳健性分析方法
苏永华，李 翔
(湖南大学土木工程学院，湖南 长沙 410082)
摘
Abstract: The central focus is devoted to exploring the robust reliability methodology for underground structures based on the Information-Gap (I-G) theory. Firstly, according to the influences of the possible ranges and the various fluctuations of uncertain variables involved in the output model on the safety performance of underground structures, the I-G model is used to handle the uncertain variables quantitatively. Secondly, the correlation between the response value and the critical value for the output model is developed by use of the failure criterion utilized for underground structures, and the robustness function is then established. On this basis, the greatest horizon of the fluctuation of uncertain variables that the structural performance can suffer is further defined as the robust reliability index which will be consistent with no-failure to measure the structural reliability. Hence, a robust reliability methodology for underground structures by means of the I-G theory is presented. Finally, a scheme to demonstrate the robust reliability evaluation for an example of the tunnel lining is particularly implemented by the proposed approach. The illustrative practical example reveals that the current robust index for structural performance has the capacity to be actively immune to unanticipated variations of uncertainty parameters. The proposed methodology affords a novel route for the reliability assessment of underground structures when the uncertain information is unavailable or scarce. Key words: underground structure; uncertainty analysis; Information-Gap model; robustness function; robust reliability index; non-probabilistic reliability
informationgap教学法
informationgap教学法
Information Gap Teaching Method，即信息差教学法，是一种以交际为核心的第二语言教学策略。
该方法由美国著名教育家乔姆斯基（Stephen Krashen）和Terrell在上世纪70年代提出并发展起来，其核心理念是通过创设情境，使学生处于信息不完整状态，激发他们主动寻求、交流信息的欲望，从而提高语言运用能力。
信息差教学法主要步骤如下：
1.设定情境：教师首先设计一个包含关键信息的教学任务或故事，
这些信息被有意地分配给不同的学生或小组，使得每个人或每
个小组掌握的信息都是整体信息的一部分，但都不完整。
2.信息缺失：每个参与者都拥有一些其他参与者所不知晓的关键
信息，这就形成了所谓的“信息差”。
例如，在一次对话练习中，一名学生可能拥有目的地的具体地址，而另一名学生只知道出
发点和出行方式。
3.信息交换：为了完成任务或理解整个故事，学生们必须用目标
语言进行有效的沟通与交流，询问、推测、解释彼此手中的信
息，填补这个信息差。
4.角色扮演与互动：这种教学方法强调实际的语言使用和人际交
往，鼓励学生通过模拟真实生活中的交际情景，进行角色扮演
和合作学习，增强学生的口语表达能力和听力理解能力。
5.反馈与修正：在信息交流的过程中，教师适时提供指导和反馈，
帮助学生改正语法错误，改进表达方式，并强化正确使用目标
语言的信心。
总结来说，信息差教学法通过创造真实的交际需求，促使学生主动参与到有意义的语言实践中，不仅能够有效提升他们的语言技能，还能培养解决问题和团队协作的能力，使得语言学习更具趣味性和实用性。