2008—2009 年国际市场营销（双语）期末复习重点 1 2008— 2009 学年度第一学期 国际市场营销（双语）期末复习 任课老师：赵智 上课时间：周五第四大节 题型： 1、名词解释（每题 5 分，共 20 分） 2、不定项选择题（每题 2 分，共 20 分） 3、简答题（每题 10 分，共 40 分） 4、论述题（共 20 分） 复习重点：（名词、简答、多选的重点全部在以下资料中） 第一部分：市场营销与国际市场营销 1.Marketing: Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods &services to create exchanges that satisfy individual and organizational goals 2.Business orientations: Production 生产导向（一般是垄断地位的公司） Product 产品导向：注重产品的质量、技术（一般是高技术公司） Selling 推销导向：降价，急于在短期内将东西卖出去 Marketing 营销导向（研究重点） Society Marketing 3.The marketing Mix: is the set of controllable tactical marketing tools, that the firm blends to produce the response it wants in the target market. Marketing Mix is the core of morden marketing. 4.4Ps (1)Produ ct developing the right ―product‖ for the target market (2)Price is the amount of money customs have to pay to obtain the product A. The only element in the marketing mix that produces revenue B. Most flexible elements of the marketing mix 2008—2009 年国际市场营销（双语）期末复习重点 2 (3)Promotion means activities that communicate the merits of product and persuade target customs to buy it. A. personal selling B. mass selling C. sales promotion D. public relation E. direct marketing (4)Place is concerned with all the decisions involved in getting the ―right‖ product to the target market’s place. 5.Target market selection(8Os) Occupants Objects Occasions Opposition Operations Organizations Outlets Objectives 6.International marketing: ...
