InternationalMarketing—Chapter16Questions
国际市场营销第16版chapter 5
7 Understand important new terms
International Marketing
Business and Organizational Customers
— A big opportunity!
International Marketing
Who are business and organizational customers?
More professional purchasing effort
Buying decisions
More complex More formalized Close supplier-customer relationship
International Marketing
Overlapping needs of individual influencers and the customer organization
Chapபைடு நூலகம்er 5
Business and Organizational Customers and Their Buying
Behavior
International Marketing
Learning Objectives
1 Describe who the business and organizational customers are.
•Utilities •Office Supplies •Bulk chemicals
第14版国际营销习题答案1
Chapter 1 The Scope and Challenge of InternationalMarketing1 “. . . the marketer’s task is the same whether applied in Dime Box, Texas, or Dar es Salaam, Tanzania.”Discuss. The only difference between domestic marketing and international marketing is that the activities take place in more than one country. Therefore, the marketing task is the same throughout the world.2.How can the increased interest in international marketing on the part of the U.S. firms beexplained?Increased interest has been brought about because of changing competitive structures, coupled with shifts in demand characteristics throughout the world. The U.S. market has reached saturation levels for many products, and increasing numbers of firms are faced with surpluses which must be sold. Also, many firms find that return on investment may be higher in foreign markets than in domestic markets. Finally, more and more firms realize that tomorrow’s markets will be world markets and it is imperative that they establish world market positions early.3.Discuss the four phases of international marketing involvement.The first phase includes those domestic firms which have no foreign business activity except those sales made to foreign customers who come directly to the firm. The second phase includes domestic firms which have temporary surpluses which are sold abroad.Therefore, sales are made on an availability basis with little or no intention for continuing market representation. The third phase includes the domestic firms that have permanent productive capacity which is utilized to produce goods which are sold on a continuing basis in foreign markets. The fourth phase includes the international company that produces a product for the world market.4.Discuss the conditions that have led to the development of global markets.According to the Professor Levitt and others who suggest that there is a global market for goods, this phenomenon has resulted from new communications technology, travel and other factors which have led to the markets of the world being more aware of different products and processes. As a result of this awareness, there are segments in each market who have had similar experiences and thus have common needs. These common needs are described as a demand for high quality, reasonably priced, standardized products.There is a strong feeling that within each country’s market there is a growing segment that has been exposed to ideas from around the world and thus have had their tastes and perceived needs affected. There is a strong feeling that world markets are being driven toward a converging commonality of taste and needs leading toward global markets.5.Differentiate between a global company and a multinational company.The main distinction between a global and a multinational company is that a global company assumes there are segments across countries which have the same needs and wants and designs a standardized, high quality, reasonably priced product for those segments and markets it as if there are no differences among the country markets. On the other hand, a multinational company operates in a number of countries and adjusts its products and marketing practices for each market. The multinational company has a specific marketing plan and adapts products for each country market. The philosophy for the multinational company is that there are cultural differences among countries that require specific adaptations for those markets. This is contrasted with the global company which sees the entire world, or major regions of it, as a single entity requiring no specialized adjustments. This distinction may be more myth than fact and reflects Professor Levitt’s opinion.6.Differentiate among the three international marketing concepts.Companies can be described by one of three orientations to international marketingmanagement:1.Domestic Market Expansion Concept2.Multi-Domestic Market Concept3.Global Marketing ConceptIt is expected that differences in the complexity and sophistication of a company’s marketing activity depend on which of these orientations guides its operations.The Domestic Market Extension Concept. The domestic company that seeks sales extension of its domestic products into foreign markets illustrates this orientation to international marketing. It views its international operations as secondary to and an extension of its domestic operations. The primary motive is to dispose of excess domestic production. Domestic business is its priority and foreign sales are seen as a profitable extension of domestic operations. While foreign markets may be vigorously pursued, the orientation remains basically domestic. Its attitude toward international sales is typified by the belief that if it sells in Peoria it will sell anywhere else in the world. Minimal, if any, efforts are made to adapt the marketing mix to foreign markets. The firm’s orientation is to market to foreign customers in the same manner the company markets to domestic customers. It seeks markets where demand is similar to the home market and its domestic product will be acceptable. This Domestic Market Expansion Strategy can be very profitable. Large and small exporting companies approach international marketing from this perspective.Multi-Domestic Market Concept. Once a company recognizes the importance of differences in overseas markets and the importance of offshore business to their organization, its orientation toward international business may shift to a Multi-Domestic Market Strategy. A company guided by this concept has a strong sense that country markets are vastly different (and they may be, depending on the product) and that market success requires an almost independent program for each country. Firms with thisorientation market on a country-by-country basis with separate marketing strategies for each country. Subsidiaries operate independently of one another in establishing marketing objectives and plans. The domestic market and each of the country markets have separate marketing mixes with little interaction among them. Products are adapted for each market with minimum coordination with other country markets, advertising campaigns are localized as are the pricing and distribution decisions. A company with this concept does not look for similarity among elements of the marketing mix that might respond to standardization. Rather, it aims for adaptation to local country markets. Control is typically decentralized to reflect the belief that the uniqueness of each market requires local marketing input and control.Global Marketing Concept. A company guided by this new orientation or philosophy is generally referred to as a global company, its marketing activity is global marketing, and its market coverage is the world. A company employing a Global Marketing Strategy strives for efficiencies of scale by developing a standardized product, of dependable quality, to be sold at a reasonable price to a global market (that is, the same country market set throughout the world). Important to the Global Marketing Concept is the premise that world markets are being “driven towa rd a converging commonalty” that seek much the same ways to satisfy their needs and desires and thus, constitute significant market segments with similar demands for the same product the world over. With this orientation a company attempts to standardize as much of the company effort as is practical on a world-wide basis. Some decisions are viewed as applicable worldwide, while others require consideration of local influences. The world as a whole is viewed as the market and the firm develops a global marketing strategy.7.Prepare your lifelong plan to be globally aware.Student exercise. A minimum would be a reading list plus some commitment to study different countries.8.Discuss the three factors necessary to achieve global awareness.The three factors necessary to achieve global awareness are: 1) objectivity; objective in assessing opportunities, evaluating potential, and responding to problems. Too often mistakes are made because companies are swept away with generalities and make investments only later to find out that their commitment or abilities were not sufficient to succeed, 2) tolerance toward cultural differences; tolerance is understanding cultural differences and accepting and working with others whose behavior may be different from yours, 3) knowledgeable; knowledgeable about cultures, history, world market potentials, and global economy and social trends is critical for a person to be culturally aware. To be successfully in international business and globally aware, a person needs to keep abreast of the enormous changes occurring throughout the world. The 21st century will usher in great change and opportunities. The knowledgeable marketer will identify those opportunities long before it becomes evident to others.9.Define and discuss the idea of global orientation.A global orientation means operating as if all the country markets in a company’s scope of operations (including domestic market) are approachable as a single global market and to standardize the marketing mix where culturally feasible and cost effective or to adapt the marketing mix where culturally required and cost effective. A global orientation does not mean to follow a single strategy of standardization without regard for cultural differences nor does it imply that the marketing effort must be adapted to every cultural difference. Instead, it means looking for market segments with similar demands that can be satisfied with the same product, standardizing the components of the marketing mix that can be standardized, and, where there are significant cultural differences that require parts of the marketing mix to be culturally adapted, adapting.。
市场营销英文题
Chapter 01 The Scope and Challenge of International Marketing True / False Questions1. Global commerce thrives during peacetime.TRUE (p. 4)st century is "expect theunexpected."TRUEDifficulty: EasyType: Knowledge3. (p. 5) Today, every American business is international.TRUEDifficulty: ModerateType: Comprehension4. (p. 5) One event that will influence the shape of international business as the future unfolds is the rapid growth of the World Trade Organization, NAFTA, and the European Union. TRUE5. (p. 5) One event that will influence the shape of international business as the future unfolds is the unprecedented acceptance of communism and socialism in Latin America.FALSEDifficulty: ModerateType: Comprehension6. (p. 5) A trend that will impact international business in the future is a mandate to properly manage the resources and global environment.TRUEDifficulty: ModerateType: Comprehension7. (p. 5) Today, most business activities are local or regional in scope.FALSEDifficulty: ModerateType: Knowledge8. (p. 6, Crossing Borders 1.1) What do French farmers, Chinese fishermen, and Russian hackers have in common--they can all receive subsidy payments from the U.S. government.FALSE9. (p. 6) Foreign-made products remain a small portion of all consumer products sold in the United States.FALSE10. (p. 8) U.S. companies compete with global competitors in foreign markets and have little competition in domestic markets from global competitors.FALSEDifficulty: EasyType: Knowledge11. (p. 9, Exhibit 1.2) The leading U.S. multinational with foreign revenues of $345 billion plus annually is Wal-Mart.TRUEDifficulty: HardType: Knowledge12. (p. 9) International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit.TRUEDifficulty: ModerateType: Knowledge13. (p. 9-10) A good illustration of an uncontrollable variable that might impact international business is a marketing decision with respect to research.FALSEDifficulty: HardType: Application14. (p. 11, Exhibit 1.3) The foreign uncontrollable environment is the same as the domestic uncontrollable environment.FALSEDifficulty: HardType: Comprehension15. (p. 12) The level of technology is an uncontrollable element for international marketers. TRUEDifficulty: ModerateType: Knowledge16. (p. 14) The political and legal environment is a controllable element for international marketers because of the ability to lobby and influence legislation.FALSEDifficulty: ModerateType: Knowledge17. (p. 14) In a broad sense, the uncontrollable elements of the foreign business environment constitute the culture.TRUEDifficulty: HardType: Comprehension18. (p. 15) John refuses to buy Japanese products because he sees them as a way of selling out to nation known for its aggressive behavior. John is using a self-reference criterion to make his decision.TRUEDifficulty: ModerateType: Application19. (p. 15) A self-reference criterion is closely related to ethnocentrism.TRUEDifficulty: ModerateType: Comprehension20. (p. 15) Sam Watkins just recently ate and, therefore, feels justified in refusing food from his Middle Eastern host. In this instance, Sam's self-reference criterion has just saved him from making a cultural blunder.FALSEDifficulty: HardType: Application21. (p. 16) To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis that emphasizes the need for ethnocentrism.FALSEDifficulty: ModerateType: Comprehension22. (p. 17) To be globally aware, you should be tolerant of cultural differences.TRUEDifficulty: EasyType: Comprehension23. (p. 17) To be globally aware, you should require that all of your international customers know about your cultural rules and adhere strictly to each one.FALSEDifficulty: ModerateType: Comprehension24. (p. 18) If a company is in a stage designated as being one with "no direct foreign marketing," the company does not actively cultivate customers outside national boundaries.TRUEDifficulty: EasyType: Knowledge25. (p. 20) Of all the stages in international business, a stage called "regular foreign marketing" produces the most profound change in the orientation of the company toward markets and associated planning activities.FALSEDifficulty: ModerateType: Knowledge26. (p. 22) If a company uses a strategic orientation called domestic market extension, it views its international operations as secondary to and an extension of its domestic operations.TRUEDifficulty: ModerateType: Knowledge27. (p. 22-23) The global marketing concept views the marketplace as consisting of one primary domestic market that is complimented by several smaller regional markets.FALSEDifficulty: HardType: KnowledgeMultiple Choice Questions28. (p. 3) International __________ play an important role in promoting global peace and prosperity.A. foreign aid and treatiesB. competition and consumer spendingC. trade and marketingD. consumer and industrial servicesDifficulty: EasyType: Knowledge29. (p. 4) According to the text, all of the following events have impacted international business EXCEPT:A. the Indian Ocean tsunami in 2004B. the high-tech bust of 2001.C. the steroids in major league sports scandalD. 2003 SARS outbreak in Asia.E. September 11, 2001 disasters.Difficulty: EasyType: Comprehension30. (p. 5) Of all the events and trends affecting global business today, four stand out as the most dynamic. Which of the following would be one of those events?A.B. The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe.C. The trend toward using English as the global language.D. The trend toward establishing a world currency.E. The trend toward worldwide instant communication.Difficulty: ModerateType: Comprehension31. (p. 5) All of the following events and trends are among the four major trends described in the chapter as having a major impact or effect on global business EXCEPT:A. the trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe.B. the rapid growth of the World Trade Organization and regional free trade areas such as NAFTA and the European Union.C. the burgeoning impact of the Internet and other global media on the dissolution of national borders.D. the trend toward decreasing OPEC profits as oil reserves decline in the 21st century.E. the mandate to properly manage the resources and global environment for the generations to come.Difficulty: HardType: Comprehension32. (p. 5-6) Strategic plans that are competitive in global markets are _____.A. the challenge of international marketingB.C. not necessary for small firmsD. multilingual and multicultural in scopeDifficulty: EasyType: Knowledge33. (p. 5) Every American company is international, at least to the extent that:A. Federal law requires all corporations to outsource whenever it is cost-effective.B. the Internet generates orders for all American businesses from abroad.C. its business performance is affected by events that occur abroad.D. natural disasters create a greater global community.E. all of the above.Difficulty: HardType: Knowledge34. (p. 5) Simi Khan wants to move his business into the international arena as quickly as possible; however, to be successful he must consider a variety of factors that have global dimensions. Which of the following factors would be most important to Simi Khan's computer technology business as he moves forward with his global expansion plans?A. Electricity usage around the world.B. The drive toward a more ergonomic workplace.C. Communication and technology networks in third-world countries.D. Restrictions on advertising in Russia.E. Increasing licensing fees in Spain and Portugal.Difficulty: ModerateType: Application35. (p. 7) Foreign investment in the United States is growing yearly. At present, foreign investment in the United States is in excess of $16.3 ______________.A. trillionB.C. billionD. thousandE. cannot be determined. The government does not track foreign investment.Difficulty: ModerateType: Knowledge36. (p. 7) Companies from ____________________ lead in foreign investment in the United States:A. Kingdom of Saudi ArabiaB. RussiaC. ChinaD. United KingdomE. CanadaDifficulty: HardType: Knowledge37. (p. 7) Foreign investment is a two-way street. An organization (through investment and acquisition) from which of the following countries now controls all United Kingdom rail freight business and runs the queen's private train via its English, Welsh, & Scottish Railway unit?A. GermanyB. SwitzerlandC. United StatesD. CanadaE. NetherlandsDifficulty: HardType: Knowledge38. (p. 9, Exhibit 1.2) Many U.S. firms do exceedingly well in the global arena. Which of the following organizations is considered to be the U.S. leader with global revenues approximated at $345 billion annually?A. IBMB. ExxonMobilC. Ford MotorD. Wal-MartE.Difficulty: ModerateType: Knowledge39. (p. 9) For firms venturing into international marketing for the first time, the first requirement is:A. employment of foreign nationals in target foreign markets.B. a thorough and complete commitment to foreign markets.C. obtain market data from consulate of the country being targeted.D. an assessment of the cost of doing business in the foreign market.E. performance reviews of all potential salespeople being considered for foreign assignment.Difficulty: ModerateType: Knowledge40. (p. 9) ___________ is the performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit.A. Global managementB. Global businessC. MarketingD. International marketingE. Global marketing conceptDifficulty: ModerateType: Knowledge41. (p. 9) The performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit is called:A. global management.B. global business.C. marketing.D. the global marketing concept.E. international marketing.Difficulty: ModerateType: Knowledge42. (p. 9) The only difference between the definitions of domestic marketing and international marketing is that marketing activities:A. focus on consumers in domestic markets and barterers in foreign markets.B. take place in more than one country.C. follow traditional communication paths in domestic markets.D. focus on distribution in the domestic market.E. are usually non-regulated in foreign markets.Difficulty: ModerateType: Comprehension43. (p. 9) According to the text, the primary difference in the practice of marketing at the domestic versus the international level is:A. the environment within which the marketing plans must be implemented.B. the revenues necessary to be successful.C. the demand charts available to the marketer.D. the control over the budget.E. the accountability of board of directors.Difficulty: HardType: Comprehension44. (p. 9) With respect to the environment in which a business operates, such factors as competition, legal restrains, government controls, and the weather would all be examples of what are called:A. controllable elements.B. uncontrollable elements.C. predictable elements.D. demographic elements.E. cultural elements.Difficulty: EasyType: Knowledge45. (p. 9-10) All of the following would be considered to be controllable elements of marketing decisions EXCEPT:A. product.B. price.C. promotion.D. research.E. government regulations.Difficulty: EasyType: Knowledge46. (p. 11, Exhibit 1.3) Considering the model of the international marketing task displayed in the text, which of the following reasons demonstrates the most important difference between the international marketer's task and that of the domestic marketer?A. The international marketer must deal with at least two levels of uncontrollable uncertainty instead of one.B. The international marketer must rely on at least two levels of controllable certainty instead of one.C. The international marketer is never certain about supply or demand.D. The international marketer is never certain about total market size.E. The international marketer must be aware of international monetary exchange rates.Difficulty: ModerateType: Comprehension47. (p. 11, Exhibit 1.3) Robert Jonas is in charge of a new marketing effort directed toward Peru. In order for his company to effectively market and distribute to all of Peru's major cities, Mr. Jonas must devise a logistics plan for crossing the Andes Mountains on a daily basis. Which of the following foreign environment uncontrollable variables would be a chief concern as Mr. Jonas devises his plan?A. Competitive forcesB. Cultural forcesC. Geography and infrastructureD. Economic forcesE. Political/legal forcesDifficulty: ModerateType: Application48. (p. 11, Exhibit 1.3) Compared to the foreign environment uncontrollable variables, which of the following elements is excluded from the domestic marketer's list of uncontrollable variables?A. Political forcesB. Competitive structureC. Economic climateD. Cultural forcesE. Legal forces.Difficulty: HardType: Comprehension49. (p. 11, Exhibit 1.3) All of the following would be among the domestic marketer's controllable environmental variables EXCEPT:A. research.B. price.C. product.D. channels of distribution.E. economic climate.Difficulty: ModerateType: Comprehension50. (p. 11, Exhibit 1.3) All of the following appear as a foreign environment uncontrollable variable in the model of the international marketing task shown in the text EXCEPT:A. economic forces.B. competitive forces.C. product demand forces.D. cultural forces.E. political/legal forces.Difficulty: EasyType: Knowledge51. (p. 10) Amy Sims has been assigned the task of preparing a marketing plan for company for the next year's business activities. She knows that she should begin her plan by examining the variables that she has some control over. These controllable variables would include price, product, channels-of-distribution, and:A. demand.B. supply.C. competition.D. economic climate.E. promotion.Difficulty: EasyType: Knowledge52. (p. 10) A political decision involving _______________ would most likely have a direct effect on a firm's international marketing success.A. domestic foreign policyB. immigration reformC. oil exploration policyD. FCC satellite regulationsE. FAA airline regulationsDifficulty: ModerateType: Knowledge53. (p. 11) Which of the following would be a chief way that U.S. companies attempt to influence domestic foreign policy?A. A company could lobby with respect to its own interests.B.C. A company could ask a foreign government to bring pressure on U.S. legislative bodies.D. A company could threaten to withdraw operations from foreign markets.E. A company could threaten to move its corporate headquarters to a foreign market.Difficulty: HardType: Comprehension54. (p. 12) Competition within the home country can have a profound effect on the international marketer's task. Which of the following BEST illustrates this statement?A. Boeing recently opened talks with its primary trade union to avoid a forecasted strike.B. Microsoft and Dell have jointly invested $700 million in a new venture to investigate high technology of the future.C. Fuji opened a $300 million plant in the U.S. and now commands a 12 percent share of the lucrative U.S. film market.D. Several name companies are still under investigation because of the Enron scandal.E. Declaration of independence by Baltic States after the collapse of the Soviet Union.Difficulty: ModerateType: Application55. (p. 12) With respect to challenges faced by the international marketer, a significant source of uncertainty is the number of factors in the:A. foreign environment controllables.B. foreign environment uncontrollables.C. domestic environment controllables.D. parallel environment uncontrollables.E. parallel environment controllables.Difficulty: EasyType: Comprehension56. (p. 12) Ralph Waite has just been assigned the task of reviewing his company's international investment opportunities. He knows that his view of the list of opportunities should be tempered by foreign environment uncontrollables that might be encountered. Which of the following would be the BEST illustration of a foreign environmental uncontrollable that Mr. Waite should investigate?A. A country's level of technology.B.C. The ability to do research in the foreign country.D. Manufacturing capabilities in the foreign country.E. The ability to do advertising in the foreign country.Difficulty: HardType: Application57. (p. 12) The _____________ is an uncontrollable element that can often be misread because of the vast differences that may exist between developed and undeveloped countries.A. Structure of distributionB. competitive forcesC. economic forcesD. political/legal forcesE. level of technologyDifficulty: HardType: Knowledge58. (p. 13) The _____________ and issues abroad are often amplified by the "alien status" of the company, which increases the difficulty of properly assessing and forecasting the dynamic international business climate.A. structure of distributionB. competitive forcesC. economic forcesD. political/legal forcesE. level of technologyDifficulty: ModerateType: Knowledge59. (p. 13) Which of the following would be the BEST illustration of the "alien status" found in the political and legal arena that sometimes cause problems for international marketers as they attempt to do business in foreign countries?A. A company in the U.K. recently purchased Ben & Jerry's ice cream operations.B. The Indian government told Coca-Cola that it must reveal its "secret formula" if it wished toC. Richard Branson's Virgin Cola was not widely accepted in the United States.D. French Canadians prefer French to English when conducting business in Canada.E. British Airlines and Japan Airlines join American Airlines to form OneWorld Alliance.Difficulty: ModerateType: Application60. (p. 14) Global businesses must be willing to adjust and adapt a marketing program to a foreign market. In a broad sense, the environmental uncontrollable elements constitute the:A. problem.B. opportunity.C. culture.D. marketplace.E. commerce landscape.Difficulty: HardType: Comprehension61. (p. 14) The task of ____________ is the most challenging and important one confronting international marketers.A. care for the environmentB. dealing with politicsC. international standardizationD. cultural adjustmentE. international brandingDifficulty: ModerateType: Comprehension62. (p. 14) Which of the following would be the BEST example to illustrate the fact that international marketers need to make cultural adjustments as they seek to do business abroad?A. In America, white is an accepted color for wedding gowns; in Asia it is the color ofB. Many teens earn extra income by working.C. Women out number men in the United States.D. Most Middle Eastern women do not work outside the home.E. Many European nations require a period of national service for youth.Difficulty: HardType: Application63. (p. 15) ____________ is the conscious effort on the part of the international marketer to anticipate the influences of both the foreign and domestic uncontrollable factors on a marketing mix and then adjust the marketing mix to minimize the effects.A. StandardizationB. AdaptationC. SegregationD. SegmentationE. ProjectionDifficulty: ModerateType: Knowledge64. (p. 15) The primary obstacles to success in international marketing are a person's _________ and an associated ethnocentrism.A. regionalismB. holismC. self-reference criterionD. segregationE. integrationDifficulty: EasyType: Comprehension65. (p. 15) _____________ is an unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decisions.A. RegionalismB. HolismC. Self-reference criterionD. SegregationE. XenophobiaDifficulty: ModerateType: Knowledge66. (p. 15) In the United States, unrelated individuals keep a certain physical distance between themselves and others when talking or in groups. We do not consciously think about that distance; we just know what feels right without thinking. Someone from another culture would not necessarily understand this and would apply their own rules for contact when speaking. The preceding is an illustration of what is called applying a ___________ when reviewing the mentioned social custom of contact.A. self-spaceB. segregationC. integrationD. space command theoryE. self-reference criterion (SRC)Difficulty: ModerateType: Application67. (p. 15) Your ____________ can prevent you from being aware that there are cultural differences or from recognizing the importance of those differences.A. self-spaceB. personalityC. demographic characterD. self-reference criterion (SRC)E. concept of integrationDifficulty: EasyType: Comprehension68. (p. 16) The most effective way to control the influence of ethnocentrism and __________ is to recognize their effects on our behavior.A. the self-reference criterion (SRC)B.C. tunnel visionD. standardizationE. xenophobiaDifficulty: ModerateType: Knowledge69. (p. 17) To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis that isolates the self-reference criterion influences. Which of the following would be the BEST first-step to take to avoid the aforementioned errors?A. Redefine the problem without the SRC influence.B. Solve the problem for the optimum business goal situation.C. Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem.D. Define the business problem or goal in home-country cultural traits, habits, or norms.E. Define the business problem or goal in foreign-country cultural traits, habits, or norms through consultation with natives of the target country.Difficulty: HardType: Application70. (p. 17) Which of the following steps in a cross-cultural analysis to isolate self-reference criterion influences would finalize the process and lead to a solution of the problem?A. Redefine the problem without the SRC influence and solve the problem for the optimal business goal situation.B. Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem.C. Define the business problem or goal in home-country cultural traits, habits, or norms.D. Define the business problem or goal in foreign-country cultural traits, habits, or norms through consultation with natives of the target country.E. The last step is not indicated in the list of alternatives.Difficulty: EasyType: Application71. (p. 17) To be globally aware, an international marketer must have all the following EXCEPT:A. a tolerance of cultural differences.B. a knowledge of cultures.C. a knowledge of history.D. a knowledge of microeconomics.E.Difficulty: EasyType: Knowledge72. (p. 17) Successful businesspeople in the twenty-first century have ___________ and a frame of reference that goes beyond a region or even a country and encompasses the world.A. a sense of fashionB. global awarenessC. an intimate knowledge of ecological problemsD. a consumer mind-setE. a pronounced skill in promotionDifficulty: ModerateType: Knowledge73. (p. 18) There are a variety of stages in the process of becoming involved in international marketing. Which of the following best describes the stage of development where the company's products reach a foreign market through no conscious effort on the part of the marketer?A. Infrequent foreign marketingB. Regular foreign marketingC. No direct foreign marketingD. International marketingE. Global marketingDifficulty: EasyType: Comprehension74. (p. 18) If a marketer is motivated to enter into an international marketing effort because of temporary surpluses in the domestic market, which of the following stages BEST characterizes the stage of international marketing involvement for this marketer?A. Infrequent foreign marketingB.C. No direct foreign marketingD. International marketingE. Global marketingDifficulty: ModerateType: Comprehension75. (p. 19) James Bright's company seek markets all over the world and attempts to sell products that are a result of planned production for markets in various countries. Which of the following stages BEST characterizes the stage of international marketing involvement for Mr. Bright's company?A. Infrequent foreign marketingB. Regular foreign marketingC. No direct foreign marketingD. International marketingE. Global marketingDifficulty: HardType: Application76. (p. 20) Maria Peron's company treats the world, including the home market in Spain, as one market. Market segmentation decisions no longer focus on national borders. Instead, market segments are defined by income levels, usage patterns, and other factors that span countries and regions. Which of the following stages BEST characterizes the stage of international marketing involvement for Ms. Peron's company?A. Infrequent foreign marketingB. Regular foreign marketingC. No direct foreign marketingD. International marketingE. Global marketingDifficulty: ModerateType: Application77. (p. 22) If a company basically sees the process of international marketing as one where the domestic company seeks a sales extension of its domestic products into foreign markets, the company is using which of the following concepts to formulate its international policies and strategies?A. Domestic market extension conceptB.C. Global marketing conceptD. Universal marketing conceptE. Standardized marketing conceptDifficulty: EasyType: Comprehension78. (p. 22) The Ajax Corporation has decided to enter the international marketing arena by marketing its products on a country-by-country basis, with separate marketing strategies for each country. The company is using which of the following concepts to formulate its international policies and strategies?A. Domestic market extension conceptB. Multidomestic market conceptC. Global marketing conceptD. Universal marketing conceptE. Standardized marketing conceptDifficulty: ModerateType: Comprehension79. (p. 22-23) A company using the ________________ views an entire set of country markets as a unit, identifying groups of prospective buyers with similar needs as an opportunity market segment and develops a marketing plan that strives for standardization wherever it is cost and culturally effective.A. domestic market extension conceptB. multidomestic market conceptC. global marketing conceptD. universal marketing conceptE. standardized marketing conceptDifficulty: HardType: Comprehension。
国际市场营销理论基础
International Marketing (4rd, 2020)
1.1.3 市场营销组合理念的发展
4P
Product Price Place Promotion
People Physical
Evidence Process
International Marketing (4rd, 2020)
1.3.7 AIIB
亚洲基础设施投资银行 （Asian Infrastructure Investment Bank) 成立于2015年12月的亚洲投资银行，简称亚投行，是一个政府间性质 的亚洲区域多边开发机构，总部设在北京。 其主要业务是援助亚太地区 国家的基础设施建设。 截至2019年7月，亚投行已经拥有100个成员国。
International Marketing (4rd, 2020)
营销透视1-6 新兴市场风暴来袭
International Marketing (4rd, 2020)
1.3 与国际市场营销相关的国际经济组织
1.3.1国际货币基金组织 1.3.2世界银行 1.3.3世界贸易组织 1.3.4亚洲及太平洋经济合作组织 1.3.5上海合作组织 1.3.6东南亚国家联盟
International Marketing (4rd, 2020)
1.1.1 市场营销
企业的一整套活动，即对一种能满足现有和潜在需求的产品、劳务、计 谋，从设计、定价、促销、调运到销售互为影响的一系列活动。
International Marketing (4rd, 2020)
1. 采购与销售 2. 分销与存货 3. 质量与数量 4. 促销与信息 5. 财务与风险
国际市场营销(双语版)3.TheInternationalMarketingResearch
(5) Report the findings 撰写调研总结报告
the research report contains the following parts:
Cover (封面) Contents (目录) Abstract (摘要) Introduction (引言) Methodology and result analysis (方法与数据分析) Conclusion and suggestions (结论与建议) Appendix (附录)
(4) Analyse the information 分析信息
Statistical methods:
Excel, SPSS, Minitab
Researchers can use them to build tables and graphs, and draw the conclusion.
Vanessa Chen School of Foreign Languages & T
Vanessa Chen School of Foreign Languages & Trade, GZPYP
五、提出结论
1. 使用飞机上电话服务的主要原因是：有紧急情况，紧迫的商业 交易，飞行时间上的混乱，等等。用电话来消磨时间的现象是不大 会发生的。绝大多数的电话是商人所打的，并且他们要报销单。
The problems defining should not be too narrow or too broad.
Background information search.
国际营销练习题
Chapter 01True / False Questions( )1. International marketing involves selling of a company’s goods and services to consumers or users in more than one nation for a profit.( )2. The geography and infrastructure of a country are uncontrollable factors that influence the business decisions of a company in an international market.( )3.The uncontrollable factors affecting international marketing are limited to political forces, economic climate, and competitive structure.( )4. The uncontrollable factors a company has to deal with decreases with the number of foreign markets in which it operates.( )5. The controllable elements can be altered in the long run and, usually, in the short run to adjust to changing market conditions, consumer tastes, or corporate objectives.( )6. The business activities of international marketers are not affected by competition in their domestic market.( )7. In a broad sense, the uncontrollable elements of the foreign business environment constitute the culture.( )8. John refuses to buy Japanese products because he sees this as a way of selling out to a nation known for its aggressive behavior. John is using a self-reference criterion to make his decision.( )9. To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis that emphasizes the need for ethnocentrism.( )10. A company in the “no direct foreign marketing” stage of international marketing involvement does not actively cultivate customers outside national boundaries.( )11. Which of the following is a dynamic trend that is affecting the current global business strategies?A. The trend toward buying American cars in EuropeB. The trend toward the acceptance of the free market system among developing countries.C. The trend toward using English as the global language.D. The trend toward establishing a world currency.E. The trend toward worldwide instant communication.( )12. Which of the following is an essential requirement for companies to succeed in international markets?A. Binding strictly to their traditional methods of operations to succeed in international markets.B. Focusing primarily on their production to meet the demands at home.C. Venturing into multiple markets at once.D. Committing themselves completely to foreign markets.E. Focusing on improving the domestic market to invest the returns in international markets.( )13. For an international marketer, the _____ can be altered in the long run and, usually, in the short run to adjust to changing market conditions, consumer tastes, or corporate objectives.A. competitive structureB. economic climateC. structure of distributionD. environmental factorsE. controllable elements( )14. Which of the following is an uncontrollable factor for a marketer in a domestic environment?A. Firm characteristicsB. Competitive structureC. Channels of distributionD. Price of the productE. Promotional measures( )15. Robert Jonas is in charge of a new marketing effort directed toward Peru. In order for his company to effectively market and distribute to all of Peru’s major cities, Mr. Jonas must devise a logistics plan for crossing the Andes Mountains on a daily basis. Which of the following foreign environment uncontrollable variables would be a chief concern as Mr. Jonas devises his plan?A. Competitive forcesB. Cultural forcesC. Geography and infrastructureD. Economic forcesE. Political/legal forces( )16. Amy Sims has been assigned the task of preparing a marketing plan for her company for the next year’s business activities. She knows that she should begin her plan by examining the variables that she has some control over. These controllable variables would include price, product, channels-of-distribution, and _____.A. demandB. political forcesC. competitionD. economic climateE. Promotion( )17. M&M, a company producing musical instruments, had dominated its home market for several years before venturing into international markets. The company was focusing more on international operations until a German company in the same business entered its home market. The German company started selling good quality products at prices much lower than M&M’s and affected its sales adversely. Which of the following elements in the marketing environment has affected the business of M&M in the above scenario?A. Level of technologyB. Structure of distributionC. Competition in the domestic marketD. Cultural forcesE. Promotion of the product( )18. Ralph Waite is a marketing manager at a video game console manufacturing firm. Ralph has been asked to review the marketing opportunities of his company in a foreign market. Ralph is aware that he can modify certain elements of the marketing environment to suit the foreign market needs. He is primarily focusing his attention on the factors that are not under his control and might affect their business prospects. Which of the following uncontrollable elements is most likely to affect the company’s business prospects in the foreign market?A. The pricing policies in the foreign market.B. The trade policies in the home country.C. The promotional activities required to market the product.D. The level of technology in the targeted market.E. The product distribution channels adopted by his company.( )19. The primary obstacles to success in international marketing are a person’s_____ and an associated ethnocentrism.A. regionalismB. holismC. self-reference criterionD. Effort at adaptationE. Effort at integration( )20. Which of the following is true of ethnocentrism?A. It is the cultural binding force among a diverse employee population in an organization.B. It is a problem that arises when managers from affluent countries work with managers and markets in less affluent countries.C. American managers have generally been uninfluenced by it, especially in the beginning of the 21st century.D. It is the cornerstone of effective adaptation in the field of international marketing.E. Self-reference criterion is universally considered the technique to reduce or eliminate ethnocentrism.( )21. Which of the following characterizes a globally aware manager?A. Using one’s home culture’s values alone to market one’s products in foreign countries.B. Accepting the cultural ways of another individual as their own.C. Allowing others to be different and equal.D. Discarding one’s home culture’s standards to adopt the global cultural standards.E. Controlling any influences that the global cultural standards may have on the marketing process.( )22. Which of the following will aid a manager in understanding the way people of different countries think and act?A. A better understanding of global economic trends.B. A deeper understanding of world market potential.C. An understanding of foreign investment opportunities.D. An understanding of microeconomics.E. A historical perspective.( )23. Which of the following organizations seems better equipped for internationalization?A. A firm that sells its products only to those foreign customers who directly contact the firm.B. A firm that has a production capacity that is much greater than home market demand.C. A firm that focuses its production activities on meeting the demands in the home market.D. A firm that has a culturally diverse employee profile but few competitive offerings at the global level.E. A firm that has little intention of maintaining a continuous market representation.( )24. Jefferson’s is a firm that specializes in dog food and grooming products. The company has a very well-established domestic market. The company does not actively sell its products outside national borders but provides goods to customers who contact them directly or place orders with them through the Internet. Jefferson’s is currently in the _____ stage of international marketing involvement.A. frequent foreign marketingB. active foreign marketingC. global marketingD. regular foreign marketingE. no direct foreign marketing( )25. James Bright’s company seeks markets all over the world and attempts to sell products that are a result of planned production for markets in various countries. Which of the following stages best characterizes the stage of international marketing involvement for Mr. Bright’s company?A. Infrequent foreign marketingB. Regular foreign marketingC. No direct foreign marketingD. International marketingE. Internal marketingEssay Questions1. Why is the international marketer’s task more difficult than that of the domestic marketer?2. List the domestic environment uncontrollables that influence an international marketer.CHAPTER 02True / False Questions( ) 1. After World War II, the U.S. provided assistance to other countries to develop their markets and improve global trade though it gained no returns on these initiatives. ( ) 2.The GATT became part of the World Trade Organization in 1995, with the ratification of the Uruguay Round agreements.( )3. To encourage development of domestic industries, governments work on reducing trade barriers.( )4. A government boycott is a partial restriction against the purchase and importation of certain goods and/or services from other countries.( )5. Antidumping laws were specifically designed to prevent foreign producers from investing in the U.S. local markets.( )6. The decisions taken by the World Trade Organization in solving trade disputes among members are binding ones.( )7. The World Bank was formed with the primary objective of overcoming inadequate monetary reserves and dealing with unstable currencies which were particularly vexing problems in global trade.Multiple Choice Questions( )8. After World War II, the United States led efforts like the Marshall Plan to assist in rebuilding Europe, financial and industrial development assistance to rebuild Japan, and funds channeled to foster economic growth in the underdeveloped world. These efforts were primarily aimed at:A. halting the growth of Nazi Germany.B. dampening the spread of communism.C. dissolving the colonial powers.D. building a stronger defense force.E. creating a worldwide trade bloc to counter the OPEC countries’clout.( )9.What was the outcome for the GATT after the ratification of the Uruguay Round agreements?A. With the ratification of the Uruguay Round agreements, the GATT became part of the World Trade Organization (WTO) in 1995, and its 117 original members moved into a new era of free trade.B. It became part of the World Trade OrganizationC. It led to the uneven distribution of economic power and potentialD. The European Union decided to stay away from the treatyE. The original purpose was sidelined in favor of political and military intervention between member states.( )10. The rapid growth of war-torn economies and previously underdeveloped countries, coupled with large-scale economic cooperation and assistance that followed World War II led to:A. the rise of new global marketing opportunitiesB. the uneven distribution of economic powerC. the dissolution of GATTD. the spread of CommunismE. the sharp reduction of the production capacity in the U.S( )11. Post World War II, it was noticed that there was worldwide economic growth and countries once classified as less developed were reclassified as _____.A. capitalist countriesB. free trade economiesC. tier-II countriesD. developed countriesE. newly industrialized countries( )12. In the late 1990s, most of the countries of the world saw a slow down in the unprecedented and precipitous growth of their economies. However, _____ remained unaffected by this trend.A. the United StatesB. GermanyC. ChinaD. JapanE. France( )13. Which of the following arguments regarding the need for protectionism is recognized by economists as valid?A. Need to keep money at home.B. Encouragement of capital accumulation.C. Protection of an infant industry.D. Conservation of natural resources.E. Maintenance of employment and reduction of unemployment.( )14. A tax imposed by a government on goods entering at its borders is most accurately termed as a(n) _____.A. boycottB. asterisk billC. tariffD. quotaE. writ( )15. In general, tariffs restrict:A. inflationary pressuresB. special interests’privilegesC. government control in economic mattersD. the number of reciprocal tariffsE. manufacturers’supply sources( )16. Which of the following is an example of a nontariff trade barrier?A. Compound dutiesB. Revenue tariffsC. Administrative feesD. Specific dutiesE. Duties( )17. The fundamental difference between quotas and import licenses is that:A. import licenses have greater flexibility than quotas.B. quotas impose specific limitations on trade and import licenses take care of standards.C. quotas are imposed on export goods and import licenses are imposed on import goods.D.for quotas the exporting country sets the limits but licenses are issued by the importing country.E. unlike licenses, quotas limit quantities on a case-by-case basis.( )18. The marketing manager for Grand Products wants to export the company’s range of beer products to a Gulf country. However, he discovers that there is a complete restriction on the import of any form of liquor into that country. This is an accurate example of _____.A. OMAsB. quotasC. tarrifsD. VERsE. Boycotts( )19. When the United States refuses to sell goods to Iran because of the perception that the country harbors radicals and terrorists, the refusal is most accurately referred to as a(n):A.antidumping penalty.B. embargo.C. tariff.D. orderly market agreement.E. voluntary export restraint.( )20. The exchange permit can stipulate:A. the quantity of goods that can be exchanged for a particular sum of foreign currency.B. the number of parties that can be involved in an exchange transaction.C. the amount to be exchanged to be deposited in a local bank for a set period.D. the parties involved to declare collaterals to avail of exchange permits.E. the number of times one party can avail of exchange permits.( )21. The United States and other countries require some products (automobiles in particular) to contain a percentage of “local content”to gain admission to their markets. This is an example of the stringent usage of _____ to restrict trade.A. exchange permitsB. embargoesC. blocked currenciesD. standardsE. antidumping penalties( )22. _____ is a new nontariff barrier that was designed to prevent foreign producers from using predatory pricing.A. QuotaB. EmbargoC. Import licenseD. Antidumping lawE. License( )23. Which of the following trading partners of the U.S. became its topmost “trade problem”at the beginning of the 21st century?A. United KingdomB. JapanC. GermanyD. CanadaE. China( )24. Which of the following emerged as a successor to the GATT following the Uruguay Round of GATT negotiations?A. International Monetary FundB. World BankC. European Services ForumD. World Trade OrganizationE. Association of Southeast Asian NationsCHAPTER 03True / False Questions( )1. To un derstand fully a society’s actions and its points of view, one must have an appreciation for the influence of historical events.( )2. Recording of historic events by historians belonging to different cultures gives us a subjective view of history.( )3. Altitude, humidity, and temperature extremes are climatic features that affect the uses and functions of products and equipment.( )4. Physical barriers that exist within Europe are nowadays seen as a natural protection from potentially hostile neighbors.( )5. In the context of social responsibility and environmental management, the process of controlling industrial wastes leads to the issue of disposal of hazardous waste. ( )6. In the context of social responsibility and environmental management, sustainable development is about protecting the environment at all costs.( )7. The availability of minerals and the ability to generate energy are the foundations of modern technology.( )8. According to some economists, economic prosperity is a factor that leads to decline in fertility rates.( )9. Most of the major industrialized countries have sufficient internal population growth to maintain themselves.( )10. Trade routes represent the attempts of countries to overcome economic and social imbalances created in part by the influence of geography.( )11. Which of the following is true of culture?A. It is a set of texts considered to be sacred.B. It is a society’s accepted basis for responding to external and internal events.C. It is a branch of philosophy dealing with beauty and taste.D. It is the philosophical study of being and knowing.E. It is a set of rules governing socially acceptable behavior.( )12. In the context of U.S. foreign policy in the 19th and the 20th centuries, _____, in its broadest interpretation, meant that Americans were a chosen people ordained by God to create a model society.A. Roosevelt CorollaryB. Monroe DoctrineC. Hays CorollaryD. Grant MandateE. Manifest Destiny( )13. Which of the following best describes the current perception of geographical features such as mountains in the context of economic growth in Europe?A. They provide natural protection from potentially hostile neighbors.B. They are impediments to efficient trade and communication.C. They are natural landmarks that symbolize national treasure.D. They are fortuitous blessings that provide a wealth of natural resources.E. They are symbols of national heritage and history.( )14. In the context of social responsibility and environmental management, which of the following is a byproduct of pollution controls?A. Corporate environmental responsibility.B. Higher tariffs against developing countries.C. The disposal of hazardous waste.D. Reduced availability of petroleum products.E. The emission of greenhouse gases.( )15. _____ development is a joint approach among those who seek economic growth with “wise resource management, equitable distribution of benefits and reduction of negative effects on people and the en vironment from the process of economic growth.”A. ParallelB. GlobalC. SustainableD. UnrestrictedE. Holistic( )16. Which of the following sources of energy provides the preponderance of energy in much of the underdeveloped world?A. Nuclear powerB. Human laborC. Wind energyD. Geothermal powerE. Fossil fuel( )17. Which of the following sources of energy dominates the world’s energy usage?A. Hydroelectric powerB. Petroleum productsC. Wind energyD. Geothermal powerE. Nuclear power( )18. Which of the following countries is considered to be the world’s most efficient user of energy?A. AfricaB. Latin AmericaC. JapanD. Western EuropeE. China( )19. Which of the following is true with respect to the dynamics of global population trends?A. The demand for goods worldwide may have no effect on migration patterns.B. Changes in the distribution of population among the world’s countries may fail to influence demand.C. The global financial crisis has caused migration from rural to urban areas within countriesD. Economic growth forecasts and assumptions about fertility rates are independent of each other.E. The existence of sheer numbers of people is significant in appraising potential consumer markets.( )20. Which o f the following is true of the industrialized world’s population?A. It is increasing at an unprecedented paceB. It is in decline and rapidly agingC. It mainly consists of young adultsD. It has remained constant for a long timeE. It is similar to the populations of developing countries( )21. An underpinning of all commerce is _____—knowledge of where goods and services exist and where they are needed.A. sustainable developmentB. expropriationC. immigrationD. effective communicationsE. political stability22. How has Japan’s history influenced its contemporary behavior and culture?23. Briefly describe the policies that were accepted the basis for U.S. foreign policy during the 19th and 20th centuries.24. Explain, with some examples, how climate and topography of a country affect its economic profile.。
international(国际经济学)课后习题及答案
international（国际经济学）课后习题及答案----------------------- Page 1-----------------------Review Questions and Condensed Answers forInternational Trade TheoriesChapter 1 World Trade and the National EconomyReview Questions::::1( What features distinguish international from domestic transactions?2( What can you say about the growth of world trade in both nominal and real terms? Was itfaster than the growth of output?3( Evaluate the statement,” the United States is a closed economy, hence foreign trade is ofno consequence to it.”4( Distinguish between export industries, import-competing industries and nontraded goods.Give examples of each.5( Using the figure in table 1-3, what can you say about the trade structure of the USA andJapan.Condensed Answers to Review Questions::::1. The text discusses ways that international transactions differfrom domestic ones.i. International trade requires that transactions be conductedbetween twocurrencies mediated by an exchange rate. Domestic transactions are conductedin a single currency.ii. Commercial policies that operate to restrict international transactions cannot, ingeneral, be imposed on domestic trade. Such policies include tariffs, quotas,voluntary export restraints, export subsidies, and exchange controls.iii. Countries pursue different domestic macroeconomic policieswhich result indivergent rates of economic growth, inflation, and unemployment.iv. More statistical data exist on the nature, volume, and value of internationaltransactions than exist in domestic trade.v. Factors of production are more mobile domestically than internationally.vi. Countries exhibit different demand patterns, sales techniques,and marketingrequirements. Many of these are due to culture and custom. Someresult fromdifferences in government regulations. Included here are health, safety,environmental, and technical rules.2. The real volume of world exports grew at an annual rate of more than 6 percent between1950 and 2000. Global output grew at an annual rate of 4 percent. Export growth inexcess of output growth reflects the increased openness to trade of many countries.3. The United States is a relatively closed economy since the share of trade in GDP issmaller than that of most other industrial nations. In 2000, U.S. exports of goods andservices were 11 percent of GDP. The U.S. economy is less dependent on the foreignsector than other major economies, but to say that foreign trade is of no consequence is anexaggeration. The U.S. economy has become increasingly open and, therefore, moreimpacted by trade developments over time. This trend is likely to continue. Curtailingimports would, for example, have a big effect on consumers' ability to buy some goods----------------------- Page 2-----------------------(e.g. tropical products) and would raise the prices of others. The absence of certain keycommodities and material inputs would greatly disrupt areas of U.S. industry.4. a. Export industries send a substantial share of their output abroad. Ratios ofexports to GDP are much higher than the average ratio for all industries. Netexporting industries are those for which exports exceed imports. U.S. netexporting industries include farm products, chemicals, certain types of machinery,and aerospace products.b. Import-competing industries are domestic industries that sharethe domesticmarket with a substantial import presence. These activities haveratios ofimports to GDP that are much higher than the average ratio for all industries.U.S. import-competing industries include fuels, automobiles,clothing, footwear,and iron and steel.c. Nontraded goods are those which, because of their nature and characteristics, arenot easily exported or imported. Examples are hair-dressing, movie theaters,meals, construction activity, and health-care.5. Table 1.3 contains figures on the trade structure of the U.S. and Japan. The U.S. is a netexporter of food, certain ores, chemicals, and other machinery and transport equipment,and is a net importer of raw materials, mining products, fuels, nonferrous metals, iron andsteel, semimanufactures, office and telecommunications equipment, automotive products,textiles and clothing, and other consumer goods. Japan is a net exporter of iron and steel,chemicals, semimanufactures, office and telecommunications equipment, automotiveproducts, other machinery and transport equipment, and other consumer goods. Importsexceed exports in food, raw materials, and textiles and clothing.----------------------- Page 3-----------------------Chapter 2 Why Nations TradeReview Questions::::1( a. In what sense are the cost data of footnote 4 related to the figures of scheme 1?b. Based on the figures of footnote 4, determine the:Direction of trade once it develops.Limits to mutually beneficial trade.Limits to a sustainable exchange trade.2. Evaluate the following statements:a. In international trade, domestic cost ratios determine the limits of mutually beneficial trade,whereas demand considerations show where, within these limits, the actual exchange ratio will lie.b. Comparative advantage is a theoretical concept. It cannot be used to explain any real-worldphenomena.c. The opening up of trade raises the price of export goods; hence trade is inflationary.d. The concept of absolute advantage offers explainations for East Germany’s high unemploymentrates in the 1990s.3. a. Use the theory of comparative advantage to explain why it pays for:The USA to export grains and import oil.Russia to export oil and import grains.b. Why does the popular press believe that grain exports are inflnationary? What is wrongwith this porposition?Condensed Answers to Review Questions:1. a. Scheme 1 is based on labor productivity comparisons, while Footnote 4presentsper unit cost data. Production cost ratios are inversely related to productivitymeasures.b. i. Textiles will be exported from the U.K. and wheat from the U.S.ii. The U.S. will trade only if one yard of textiles costs less than3 bushels ofwheat. The U.K. will trade only if 1 yard of textiles can be exchangedfor more than 2 bushels of wheat.iii. The value of the ? must be between $1 and $1.502. a. Consider Figure 2.2. The domestic cost ratios define limits of mutually beneficialtrade. Within the region of mutually beneficial trade the actual exchange rate willbe determined by the relative intensity of each country's demand for the othercountry's product. A full analysis requires an understanding of reciprocal demandcurves, but the following general principle might help heuristically. If the Britishare more eager to buy U.S. wheat than the Americans are eager for British textiles,the exchange ratio falls close to the U.K. domestic cost ratio and the U.S. can beviewed as capturing a greater share of the gains from trade.b. Since the real world does not conform to the convenienttwo-country, two-goodassumptions, the simple theoretical model is not immediately applicable.However, we can generalize the model to many goods and many nations. Thefundamental truth remains. Countries export those goods in which their relativeproduction costs are lower and import those goods for which the relative costs arehigher.----------------------- Page 4-----------------------c. While trade tends to raise the prices of exportables in the domestic economy, theeffect of trade is to lower the average price level of all goods. Trade givesconsumers an opportunity to consume at lower world prices. Many goods will becheaper when purchased from foreign supply sources. Trade also conveysprocompetitive effects, stimulates the adoption of new technologies, and allowsfirms to achieve efficient scale production levels. Thus, trade is anti-inflationary.d. The reunification of the Germany economy in 1990 was undertaken on the basisthat a unit of the deutschmark, the West German currency, should be equal in valueto a unit of the ostmark, the East German currency. At this exchange rate, goodsproduced in East Germany were almost universally more expensive to producethan their counterparts in the West. Labor productivity in East Germanmanufacturing was found to be about 35% of the West German level. Underthese conditions the East German manufacturing sector collapsed. Investors werereluctant to purchase East German factories and large scale closures and dismissalsresulted.3. a. The U.S. enjoys a comparative advantage in grains. It also produces oil, but will gain byspecializing in grain production and using proceeds of exported agriculturalproducts to purchase oil from nations that produce oil relatively more efficiently.Russia is relatively more efficient in the production of oil and will gain bypurchasing grain from the U.S. in exchange for oil.b. The popular press asserts that by exporting grain from the U.S. (say to the former U R)we are lowering the domestic supply of grain and raising the domestic U.S. price of grain. Sincegrain is an important ingredient in many food products, grain exports are believed to increase theprice of those products. However, the price of grain is determined in world markets. U.S.exports alone cannot permanently raise the domestic U.S. price. If the domestic U.S. grainpricerose above the world price, the U.S. would be a net importer of grains and the domestic price wouldfall.----------------------- Page 5-----------------------Chapter 3 The Commodity Composition of TradeReview Questions::::1( Does the factor proportions theory provide a good explanation of intraindustry trade? Ifnot, can you outline an alternative explaination for the growing phenomenon?2( Explain the dynamic nature of comparative advantage using Japan’s experience as anexample.3( Once the United States acquires a comparative advantage in jet aircraft production it canbe sure of a dominant position in the global market forever. Do you agree with thisstatement? Explain.Condensed Answers to Review Questions1. The factor proportions theory is better suited to explain interindustry trade, or the exchangebetween countries of totally different commodities, than intraindustry trade, which is thetwo-way trade of similar commodities. The growth of intraindustry trade is greatest inimperfectly competitive industries characterized by economies of scale. Here, scaleeconomies force firms in each industry to specialize in a narrow range of products withineach industry to achieve efficient scale operations. Intraindustry specialization combinedwith diverse consumer tastes gives rise to two-way trade within the same industryclassification.2. Japan's comparative advantage in the immediate post-war period was in labor intensivegoods. The high level of saving and investment transformed Japan into a relatively capitalabundant country. Its advantage in the labor-intensive industries was lost as wages rose.Moreover, Japan increased its technological capability through high spending on R&D.Now Japan's advantage lies in the production of high-tech, capital intensive goods similar tothe U.S. This in large part explains the increasing trade friction between the twocountries.3. Once the U.S. acquires a comparative advantage in jet aircraft, it is likely to enjoy a dominantposition in the global marketplace for years, but not forever. Jet aircraft production is characterizedby huge economies of scale due largely to research and development costs. High capitalrequirements and scale economies pose large entry barriers. It is extremely difficult for a countryto enter into aircraft production once the U.S. has the lead. The new firm would initially have asmall market share and would be unable to compete on a cost basis. The new market entrant wouldrequire considerable government support and encouragement. This was the case with the EuropeanAirbus.----------------------- Page 6-----------------------Chapter 4 Protection of Domestic Industries: The TariffReview Questions::::1( A tariff on textiles is equivalent to a tax on consumers and a subsidy to the textileproducers and workers.2( Explain the concept of effective rate of protection.a. What does the effective rate on final goods depend upon and how?b. In what way does the effective rate analysis help to illuminate these policy issues:Deepening of production in LDCsEscalation of tariff rates by degree of processing in industrial countries3. A tariff lowers the real income of the country, while at the same time it distributes income fromconsumers to the governments and to the import-competing industry.Condensed Answers to Review Questions:1. The effect of a tariff is comparable to the combined effects of a tax on consumers and a subsidy toproducers. Using Figure 4.3, one can show a tariff results in a transfer of resources from theconsumers (who lose P P fd ) to the producers (who gain P P ec). With a non-prohibitive tariff, the2 3 2 3government will also gain revenue efmn. Whether the two schemes are equivalent depends on theexact nature of the tax and subsidy scheme.2. a. The effective rate of protection measures the percentage increase in domesticvalue added per unit of output made possible by tariffs on the output and onmaterial inputs. Determinants of the effective rate include thetariff on the finalproduct, tariffs on the imported material inputs, and the free trade value added perunit of output which is influenced by intermediate input coefficients. Effectiverates are positively related to the tariff on the final product and negatively related toboth tariffs on imported inputs and the free trade value added. A derivation ofthe formula appears in footnote 10, and footnote 12 interprets that formula.b. "Deepening" of production in LDCs involves import substitution industrializationpolicy. A final assembly plant is given a protective tariff and imported inputs areaccorded duty free treatment. As a second stage, the LDC begins to deepenproduction by manufacturing inputs and according them protection. By imposingtariffs on imported inputs, the LDC is reducing effective protection for the finalgood.Because of relatively high rates of protection on finished goods and low protectionon unfinished goods and raw materials, effective tariff rates in developed countriesmay be as much as double their nominal counterparts. Developing countriesmaintain that such tariff structures fatally harm their efforts to increase exports offinished manufactures.3. Again using Figure4.3, the loss in real income is shown by triangles cen and mfd.Redistribution has been given in 8a.----------------------- Page 7-----------------------Chapter 5 Nontariff Barriers (NTBs) to TradeReview Question::::Suppose the USA steel industry is seeking protection from foreign imports. Compare andcontrast the following measures of restricting steel industries: a tariff, a quota, and voluntaryexport restraints.Condensed Answers to Review Question:There are a variety of ways in which a tariff may be considered to be less harmful than an equivalentquota:i. The revenue effect. Tariffs provide revenue. Quotas do not automatically providerevenue. Under a quota, revenue accrues to holders of import licenses.Depending on the quota scheme, licenses may be held by domestic importers, foreign exporters, foreign governments, or domestic officialswho may use them to encourage bribery. Only through auctioning or selling licenses can the government capture quota rents.ii. Performance under demand and supply changes. Any amount of imports can enterunder a tariff, but with a quota import volumes are fixed. When demandgrows, or there is a shortfall in supply, the quota does not permit a quantityadjustment. The domestic price can depart significantly from the worldprice. Under a tariff, the domestic price cannot rise above the worldprice by more than the tariff rate. Thus, a tariff is less harmful than aquota.iii. Impact on Exporters. When a tariff is levied on an imported good it is usually rebatedwhen the good is exported. The same is not true for a quota. Quotas maytherefore be more harmful to export performance.iv. Curbing monopoly power. Quotas curtail monopoly power less than an equivalent tariff.v. Terms of Trade Effects. Quotas provide no incentive for exporting nations to absorb partof the price increase; tariffs do if the exporting nation wishes to retainmarket share.vi. Quality Upgrading. Quotas give an incentive for the exporting country to engage in qualityupgrading. Ad valorem tariffs do not provide an incentive for this behavior but specific duties do.VERs share all of the undesirable effects of quotas. When the exporter does the restricting, there isno opportunity to sell import licenses. Quota rents accrue toforeign exporters orgovernments under a VER. Therefore, VERs are more costly to society than anequivalent quota with licenses sold or a tariff. Quantitative restrictions like VERsare discriminatory. VERs are also hard to monitor. Since shipments from thirdparty countries are unrestricted, transshipment throughnonrestricted countries is amajor problem. One advantage of VERs is they do not invite retaliation sincethey are profitable to foreign exporters and governments.Tariffs, quotas and VERs may be equivalent in terms of effects on the domestic price and thevolumeof imports. This may be shown using diagram 5-1. However, there are important differencesdiscussed in 1a. above.----------------------- Page 8-----------------------Chapter 6 International and Regional Trade Organizations Among Developed CountriesReview Questions::::1. Explain the following terms:Trade creation of a customs union.Trade diversion of a customs union.2.What are the conflicts between the WTO and the environmental movement?Condensed Answers to Review Questions:1. Trade creation refers to the replacement of high cost production in each member by importsfrom another member. This effect is favorable to world welfare. Tradediversion is the diversion of trade from a nonmember to a higher cost member.This is unfavorable because it reduces worldwide resource allocative efficiency(See Figure 4-8).The basic approach to calculating welfare effects associated with customs union formation is toconstruct hypothetical estimates of what member country trade patterns wouldhave been in the absence of integration, comparing these with actual trade flows,and attributing any difference to integration. Effects ofintegration can be isolatedby using trade flow data pertaining to nonmember "normalizer" countries over thesame period to suggest what trade patterns would have been expected for memberswithout integration. Assume, in the absence of integration, both total (internalplus external) and external member imports would have grown at the same rates asthe corresponding imports in the normalizer. The normalizer's external importsrefer to its imports from third countries (i.e. intra-trade is excluded). Thenormalizer's internal imports are imports of normalizer countries from each other(e.g. intra-trade). The preintegration member country total import level ismultiplied by the corresponding normalizer import growth rate to yield an estimateof hypothetical total imports without integration. When compared with actualtotal imports, an estimate of trade creation is obtained. Trade diversion isestimated by multiplying the member country preintegration external import levelby the normalizer's rate of change of external imports to yield hypothetical membercountry external imports. The excess of hypothetical over actual external importsconstitutes trade diversion. The European Union (EU) is a customs unioncomprised of 15 West European countries.2. WTO rules often conflict with both international environmental agreements and nationalenvironmental laws. For example, a 1991 GATT panel upheld a Mexican challenge to aU.S. law banning importation of tuna caught indolphin-killing purse-seine nets.GATT/WTO provisions are concerned with products and not production methods.----------------------- Page 9-----------------------Chapter 7 International Mobility of Productive FactorsReview Question::::What is the meaning of DFI? List some of the factors that induce companies to invest abroad.Condensed Answers to Review Question:Direct Foreign Investment refers to international capital movement that gives a company controlover a foreign subsidiary. It may be the purchase of an existing company, a substantial part of itsshares, or the establishment of a new enterprise. It should be contrasted with portfolio investmentthat gives, by and large, no control over foreign assets.The motives are diverse and any particular investment may involve one or more of the followingi. investment in extractive industries to secure raw material supplies;ii. investment in manufacturing industry to take advantage of cheaper foreign labor;iii. to locate production close to foreign markets and avoid transportation costs;iv. to take advantage of incentives offered by host countries;v. to circumvent tariff barriers;vi. changes in the exchange values of currencies; andvii. marketing considerations.。
国际市场营销英语
1-11
SRC and Ethnocentrism
• SRC is an unconscious reference to
– One’s own cultural values, experiences, and knowledge as a basis for decisions
– – – – Plan Price Promote, and Direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit
1-8
The International Marketing Task
2. Make no value judgments
3. Isolate the SRC influence
• Examine it carefully to see how it complicates the problem
Without SRC influence Solve for the optimum business goal situation
1-14
4. Redefine the problem
• •
Developing a Global Awareness
• Tolerance of cultural differences:
– Understanding cultural differences and accepting and working with others whose behavior may be different from yours
国际市场营销第16版chapter 8
International Marketing
Promotion communicates to target markets
Promotion is communicating information between the seller and potential buyer or others in the channel to influence attitudes and behaviors.
Sales managers manage sales person.
Advertising managers work with ads and agencies.
Sales promotion managers need many talents. Marketing manager talks to all, blends all.
4 Know how the communication process affects promotion planning
International Marketing
Learning Objectives
5 know how direct-response promotion is helping marketers develop more targeted promotion blends
2 Understand the integrated marketing communications concept and why firms use a blend of different promotion method
3 Understand the importance of promotion objectives
Chap012Questions
Chapter 12 — Integrated Marketing Communications and International AdvertisingDiscussion Questions1. Define:Noise AdvertisingMarket segment Public relations and sales promotionIntegrated marketing communications2.“Perhaps advertising is the side of international marketing with the greatest similarities from countryto country throughout the world. Paradoxically, despite its many similarities, it may also be credited with the greatest number of unique problems in international marketing.” Dis cuss.The paradox lies in the fact that advertising methodology is similar from country to country but thatthe unique problems of company policy limitations, legal aspects, linguistics, media limitations, allpose a distinct problem to the international advertiser. Advertising must be related to the basic andexisting motivation patterns. The unique problem is to find this motivation and orient your campaign to the stimuli which must make the majority of the people buy the product. But these problems aregenerally mechanical and can be easily overcome by long-range research.3.Someone once commented that advertising is America’s greatest export. Discuss.This comment portrays the fact that America was first to realize that advertising is a crucial elementin the integrated marketing plan. Since the American “philosophy” of advertising has penetrated the foreign market, it is said to have been “exported.” Many of America’s largest advertising agencies successfully operate in the foreign market. World advertising is generally patterned after the American advertising approach and system.4.With satellite TV able to reach many countries, discuss how a company can use satellite TV and dealeffectively with different languages, different cultures, and different legal systems.The reality of satellite TV provides the means to have truly global advertising. This raises thequestion of the effectiveness of standardized advertising versus locally produced ads. Problems ofdifferent languages and laws raise doubts about the effectiveness of pan-European ads. In European satellite broadcasting, English is the preferred language for programming since the satellites must cover a territory with 12 languages and 17 national borders. A study done on Sky Channel viewers indicated that the English language programs are unacceptable for many. Germans watch the English language programs for about a minute before deciding they have the wrong station. European programming is developing, but slowly. One of the reasons for using U.S. made programming is that producing quality programs for each country is too costly. One approach to language differences and the production costs of programming is a six-part series called “Eurocops.” It is a police series in which each country produces one episode based in the country with their own police, in their own style and with their own problems. Each broadcaster provides the episode produced in his country to the other five. The five are then dubbed into the local language and broadcast locally. The idea is to produce European programming but at a much lower cost per country than if each country had to produce all six shows. There is no question that cable, satellites, privatization and the advent of Europe 1992 will revolutionize broadcasting and create greater demand for global advertising.5.Outline some of the major problems confronting an international advertiser.Of all the elements of the marketing mix, decisions involving advertising are the ones most often affected by cultural differences among country markets. Consumers reflect their culture, its style,feelings, value systems, attitudes, beliefs, and perceptions. Since advertising’s function is to “interpret or translate the need/want satisfying qualities of product and services in terms of consumer needs,wants, desires, and aspirations,” the emotional appeals, symbols, persuasive approaches and other characteristics of an advertisement must coincide with cultural norms to be effective.Reconciling international advertising and sales promotion effort with cultural uniqueness of markets is the challenge confronting the international or global marketer. The global advertiser is confronted with legal and tax considerations, language limitations, media limitation and production and cost limitations. These limitations must all be dealt with effectively if a company is to have an effective advertisement.6.Defend either side of the proposition that advertising can be standardized for all countries.Yes, the basic theme, objectives, and philosophy of international advertising can be standardized; but the vast mechanical problems most certainly cannot be solved through international standardization.The ad man can adapt his basic skills to all countries. If buying motives and company objectives are the same for various countries, then the advertising approach may be the same. If they vary, then customizing your approach to each country is a must.7.Review the basic areas of advertising regulation. Are such regulations purely foreign phenomena?a.The basic areas of advertising regulation are (1) the legal type such as Germany’sComparative Terminology and Direct Comparison Laws, and (2) taxation on advertising,prevalent in Britain, France, and Austria.b.No, these regulations are not purely foreign. Here in the United States there are certainadvertising codes and standards that one must follow. These are generally enforced by theadvertising industry itself—but the FCC also imposes strict standards of “truth inadvertising.”8.How can advertisers overcome the problems of low literacy in their market?They can overcome low literacy by making use of ads that are self-explanatory, and extensive use ofradio which doesn’t have written words.9.What special media problems confront the international advertiser?Special problems in media—availability, cost, and coverage—confront the international advertiser.Local variations and lack of market data are also great headaches.Availability of media varies from country to country due to government restrictions. Countries have either too many or too few media to adequately cover the majority of the population. As far as price goes, the United States ad man must be prepared to haggle greatly over costs. Most media costs are subject to negotiation. Agency discounts are often split with the client to bring costs down. Coverage problems generally arise when trying to reach certain sections of the population. There are many uneconomical media divisions which do not permit enough regionality. Underlying all these problems is the lack of market information which hampers a good communication mix in foreign markets and causes much waste in ad campaigns.10.After reading the section in this chapter on direct mail, develop guidelines to be used by a companywhen developing a direct mail program.Guideline for direct mail should be the same as for any advertising program, i.e., identify the target market, select a medium that reaches the target market, develop a message that communicates howthe attributes of your product fit the needs of the target market. On this last point is the issue oftranslation. You want to avoid the mistake a catalog producer, R.R. Donnelley, made when acollection of a dozen American catalogs sent to Japanese consumers received only modest responsesand orders. Failure to receive sufficient response may have reflected more on the American Showcase package than on the success of direct mail in the Japanese market. Even though the covering letterand brochure describing the catalogs were in Japanese, the catalogs were all in English. This errorwas further amplified by the fact that the mailing list did not target English-speaking Japanese. Inaddition to these general issues, special attention needs to give to characteristics of mail. Are mailinglists that include your target market without excessive coverage of non-target market recipients? Doesthe mailing system impose some additional burden on the recipient? For example, the situation inChile where the person receiving mail must pay a portion of the postage.11.Will the ability to broadcast advertisements over TV satellites increase or decrease the need forstandardization of advertisements? What are the problems associated with satellite broadcasting?Comment.The ability to broadcast advertising over TV satellites will increase the need for standardization ofadvertisements. The problems associated with satellite broadcasting will focus on creating anadvertisement that will be culturally acceptable in all the countries receiving the BC satellite broadcast and created in such a manner that language differences that may exist within the countries will not affect the message sent. There are those, however, who feel that such an advertisement would be so bland that it would be relatively ineffective.12.In many of the world’s marketpl aces, a broad variety of media must be utilized to reach the majorityof the market. Explain.Due to the uneconomical division of media coverage, a large amount of media must be engaged tocover a majority of the market. If an advertiser wants to reach his total market, the expenditure he will have to incur in using a broad variety of media is great. The media competitors have segmented the market so that one must employ most of them in a successful campaign.13.Cinema advertising is unimportant in the United States but a major media in such countries as Austria.Why?Austria has 20 percent of all advertising in cinema as a solution to its huge taxes against the othermedia; and the effectiveness of this type of advertising is reflected by its dollar expenditure in thismedium—11 percent of the total ad expenditure in the country per year.14.“Foreign newspapers obviously cannot be considered as homogeneous advertising entities.” Explain.Literacy rates vary, and this results in coverage not being constant (selective rather than intensive).Many countries have too many papers to run an effective campaign because one must utilize all ofthem if one desires to cover large geographic areas. Even then, it is not known if effective readershipexists. Political position of the newspaper in which you decide to run an ad may have a bad effect onthe reputation of the product.15.Borrow a foreign magazine from the library. Compare the foreign advertising to that in an Americanmagazine.Library project.16.What is sales promotion and how is it used in international marketing?Sales promotions include all marketing activities other than advertising, personal selling, andpublicity that stimulate consumer purchases and improve retailer or middleman effectiveness andcooperation. Sales promotions include such items as cents-off, in store demonstrations, samples, coupons, product tie-ins, contests, sweepstakes, sponsorship of special events, and point-of-purchasedisplays. Sales promotions are used as short-term efforts directed at consumer and/or retailer to achieve such specific objectives as (1) consumer product trial and/or immediate purchase, (2) consumer introduction to the store, (3) gaining retail point-of-purchase displays, (4) encouraging stores to stock a product, and (5) supporting and augmenting the advertising, personal sales efforts. 17.Show how the communications process can help an international marketer avoid problems ininternational advertising.Since promotional activities are basically communications processes, all the attendant problems in developing an effective promotional strategy is domestic marketing plus all the cultural problems discussed in the chapter must be overcome to have a successful international promotional program. A major consideration for a foreign marketer is to ascertain that cultural diversity, media limitations, legal problems and constraints, or control of the message can be communicated properly.International advertising and promotional communications fail for a variety of reasons: (1) the message may not get through because of media inadequacy, (2) the message may be received by the intended audience but not be understood because of different cultural interpretations, and (3) the message may be received by the intended audience and be understood but have no effect because the marketer did not correctly assess the needs and wants of the target market. Because of the many different influences that may jeopardize the success of a promotional strategy, those international executives who understand the communications process will probably be better equipped to manage that diversity since the communications process forces the international advertiser to examine all of those areas where problems in promotion may surface.18.Take each of the steps in the communications process and give an example of how culture differencescan affect the final message received.The information source may create a problem because the marketer does not truly understand the needs and wants of the target market. This is especially important if the marketer relies on the self-reference criterion and makes the naive assumption that “if it sells in one country it would sell in another.” An example would be bicycles designed and sold in the United States to consumers fulfilling recreational, exercise needs which cannot be successfully sold for the same reasons in a market where the primary use of the bicycle is transportation. The encoding step of the communications process can also cause problems because such factors as colors, values, beliefs, tastes and other symbols utilized by the international marketer do not correctly symbolize the message intended. For example, “Body by Fisher” which decoded meant “Corpse by Fisher” was not General Motors’ intended message. The message channel may create problems because of the difficulty of effectively reaching target markets in many countries. Problems, such as illiteracy, the availability and types of media, create problems at this level. Decoding problems are generally created by improper encoding. The decoding process is one in which the receiver interprets the message in terms of one’s own culture, thereby receiving an incorrect message. For example, Pepsi’s “Come Alive” was decoded by many as “Come Out Of The Grave.” Sometimes decoding ca n create problems even when the encoder purposely attempted to develop a message with no symbolism. An example was the toothpaste CUE which was decoded as a pornographic word. Finally, the feedback step can create problems in the sense that companies do not use feedback to effectively measure their communications efforts and attempt to correct any problems that may have been created by the other steps.19.Discuss the problems created because the communications process is initiated in one cultural contextand ends in another.The major problem here is that the encoder is in one culture using one’s own SRC and the message is decoded in another culture where the decoders are using their own SRC. The challenge is that the encoder needs to be certain that the message is being encoded in such a manner that it will be decodedin the other culture in a manner in which it is intended. Thus, cultural decoding misinterpretations can be avoided.20.What is the importance of feedback in the communications process? Of noise?The importance of feedback is to provide the marketers who are generally in one cultural context with an immediate interpretation of the message sent so that any problems created by errors in the communications process or errors created by the different cultural contexts can be adjusted before significant harm occurs. The importance of noise in the system is that such things as competitive activity and other types of confusion can detract from the communications process and affect any or all of the six steps. The most important factor about noise is that it is generally uncontrollable and unpredictable, yet it can influence the outcome. Noise is also a significant reason why feedback in any communications process is so very important.。