市场营销双语复习提纲

1国际市场营销概念：International marketing is the extension of domestic marketing , and it refers to a marketing activity that enterprise deal with business and sales in more than one country.

2国际市场营销学的形成与发展

The theory was first formed in 1960s,further developed in 1970s, and was laid the international status in early 1980s.

20世纪60年代开始形成，70年代逐步完善，80年代初奠定了国际地位

3国际市场营销与市场营销的联系：

1.The same basic principle 基本原理相同

2.Focus customer requirements 都以消费者需求为中心

3.International marketing is the extension of domestic marketing 国际市场营销是国内市场长营销的延伸

4国际试产市场与市场营销的区别

1.环境不同，主要体现在文化背景的差异上

2.marketing combined strategy is different.组合策略有区别

3.international marketing strategy and marketing management process are more complicated战略及管理过程更复

杂

4.different level of the use of resources and the access to the comparative advantage利用资源、获得比较的优势不

同

5.the marketing process degree of risk is different 过程的风险性程度不同

5企业国际化经营的动因

市场动因The Market Motivation of International Marketing ,

顺利进入国外市场Successfully Enter A Foreign Market

市场拓展化Extension of Markets

市场多元化Diversified Markets

市场内部化Market Internalization

国际营销的竞争动因The Competitive Motivation of International Marketing

避开竞争锋芒Avoiding Competition

追逐竞争对手Following Competitors

锻炼竞争能力Exercising Competence

延长产品生命周期，发挥竞争优势Extending Product Life Cycle

国际营销的资源动因The Resource Motivation of International Marketing

开发自然资源Developing Natural Resources

利用劳动力资源The Use of Labor Resources

获取技术资源Getting Technological Resources

赢取信息资源Winning Information Resources

国际营销的利润动因The Profit Motivation of International Marketing

通过规模效应，获得更大利润Gaining Profit through Economies of Scale

利用资源优势，获得更大利润Gaining Profit through Resource Advantage

利用优惠政策，获得更大利润Gaining Profit by Favorable Policies

6 企业国际市场营销的发展阶段The Development Stages of International Marketing（顺序）

国内营销（Domestic Marketing）

出口营销（Exporting Marketing）

国际市场营销（International Marketing）

多国营销（Multinational Marketing）

全球营销（Global Marketing）

我国企业国际化经营的主要方式The main forms of Chinese Companies doing International Business

吸收和利用外资Absorption and utilization of foreign capital

对外商品贸易Foreign Trade of Merchandise

许可证贸易Licensing/License Trade (专利技术patent technology、商标trademarks、专有技术proprietary technology) 对外直接投资Foreign Direct Investment

6宏观环境

Macro environment ：

The marketing environment which is difficult to control and hardly influenced by companies when engaged in international marketing activities,

The major social forces which bring companies market opportunities and threats,

Including demographic, economic, natural, technological, political, legal, and cultural environment.

企业在从事国际营销活动时难以控制也较难影响的营销大环境，以及能给企业的营销活动带来市场机会和环境威胁的主要社会力量，包括人口环境、经济环境、自然环境、技术环境、政治法律环境以及社会文化环境微观环境

Micro environment ：

the organizational structure of the branches built in different countries and regions by companies performing marketing activities in different target markets,

And the characteristics of corporate culture combined with the local social and cultural features,

Mainly includes companies, suppliers, marketing intermediaries, customers, competitors and the public.

企业在不同目标市场进行营销活动中所构建的处于不同国家和不同地域的分支机构的组织结构，以及与当地社会文化特征相结合的企业文化特征等环境，主要包括企业自身、供应商、营销中介、顾客、竞争者及社会公众

7国际企业与环境关系

8经济特征Economic characteristics is the most important economic environmental indicator in international marketing.

经济特产正是国际市场营销中最重要的经济环境指标

恩格尔系数Engel's Coefficient

11 政治风险Political risk:

政治风险是一国发生的政治事件或一国与其他国家的政治关系发生的变化对公司造成不利影响the possibility of an adverse impact of the political events occurred in one country or changes of a country's political relations with other countries

一般包括四类：总体政局风险overall political risk , 所有权/控制权风险ownership/control risk , 经营风险operation risk , 转移风险transfer risk

9政治风险的主要表现(判断属于哪一种)

单纯征用simple expropriation , 没收confiscation , 报复性充公retaliatory confiscation, 政府禁令government bans, 东道国政府毁约host government breach of contract, 政治动乱political unrest

7 国际营销中主要考虑的文化因素Cultural Elements in International Marketing.

Language /Religion /Values/ Families /Social Class