名词解释1.Positioning：Itisthelocationofyourproductinthemindofyourcustomer.p2022.Psychographicsegmentation:Itisgroupingpeopleintermoftheirattitudes,valuesandlifestyle.p1953.Internationalproduct:productsareofferedinmultinational,regionalmarkets.p3344.Dumping:Asthesaleofanimportedproductatapricelowerthanthatnormallychargedinadomesticmarketorcountryoforigin.P371Sellingproductsinaforeigncountryatlowerpricesthanthosechargedintheproducingcountry5.Ethnocentricorientation:Homecountryissuperior;seessimilaritiesinforeigncountries.p126.Geographicsegmentation:isdividingtheworldintogeographicsubsets.p1927.Transferpricing:referstothepricingofgoodsandservicesboughtandsoldbyoperatingunitsordivisionsofasinglecompany.p3738.Marketallocation:reliesonconsumerstoallocateresources.P339.Nationalproducts：Productsareofferedinasinglenationalmarket.p33310.Self-referencecriterion:theunconsciousreferencetoone’sownculturalvalues.P7911.Polycentricorientation:Viewseachhostcountryisunique;seesdifferencesinforeigncountries.p1212.Geocentricorientation:worldview;seessimilaritiesanddifferencesinhomeandhostcountries.P13IV.简答题1.Identifysomeoftheenvironmentalinfluencesonglobalpricingdecisions.P359Globalmarketersmustdealwithanumberofenvironmentalconsiderationswhenmakingpricingdecisions.Amongthesearecurrencyfluctuations,inflation,governmentcontrolsandsubsidies,competitivebehavior,andmarketdemand.Someofthesefactorsworkinconjunctionwithothers;forexample,inflationmaybeaccompaniedbygovernmentcontrols.2.Brieflydescribevariouscombinationsofproduct/communicationstrategiesavailabletoglobalmarketers.Whenisitappropriatetouseeach?P346Strategy1:product/communicationextension.isastrategysellingthesameproductwiththesamepromotionalappealsusedindomesticallywhenpursuingopportunitiesoutsidethehomemarket.itusedfrequentlywithindustrial(businesstobusiness)productsStrategy2:productextension,communicationsadaptationisarelativelylowcostofimplementationbecausethephysicalproductisunchanged,andthemaincostsareassociatedwithmarketresearchandrevisingpromotionalappeals.Itusedwhenaproductfillsadifferentneed,appealstodifferentsegment,orservesadifferentfunctionunderconditionsofusethatarethesameorsimilartothoseinthedomesticmarketStrategy3:productadaptation,communicationextensionisanapproachtoglobalproductplanningistoextend,withoutchange,thebasichome-marketcommunicationsstrategywhileadaptingtheproducttolocaluseorpreferenceconditions,Strategy4:dualadaptationisanapproachusedboththedifferentproductservesandadvertisingappealstoconsumerreceptivitywhencomparinganewgeographicmarkettothemarket,environmentalconditionsorconsumerpreferencesdiffer.Strategy5:productinvention.Itusedwhenpotentialcustomershavelimitedpurchasingpower.3.Whatisatransferprice?Whatarethreemethodsfordeterminingtransferprices?P373Referstothepricingofgoodsandservicesboughtandsoldbyoperatingunitsordivisionsofasinglecompany.Thethreemethodsarecost-basedtransferpricing,market-basedtransferpricingandnegotiatedprices.4.Explainthedifferencesamongstandardizedmarketing,concentratedmarketinganddifferentiatedmarketing.P201Standardizedmarketingisanalogoustomassmarketinginasinglecountry.Itinvolvescreatingthesamemarketingmixforabroadmarketofpotentialbuyers.SendingthesamepromotionalmessagetoeveryoneConcentratedmarketinginvolvesdevisingamarketingmixtoreachasinglesegmentofglobalmarket.designingapromo...
