搜索
1，internationalmarketing（国际营销）：istheperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofcompany’sgoodsandservicestoconsumersorusersinmorethanonenationforprofit.国际营销是指对商品和劳务流入一个以上国家的消费者或用户手中的过程进行计划、定价、促销和引导，以便获取利润的活动。2.Self-referencecriterion(SRC)自我参照标准TheSRCisanunconsciousreferencetoone’sownculturalvalues,experience,andknowledgeasabasisfordecisions.是指无意识的参照个人的文化价值观、经验和知识，作为决策的依据。3.ethnocentrism民族中心主义Ethnocentrismisthenotionthatpeopleinone’sowncompany,culture,orcountryknowbesthowtodothings.’4.如何避免SRC建立全球意识？1.Selectindividual(个人的，独特的）managersspecificallyfortheirdemonstratedglobalawareness选择有全球意识的个人经理2.Personalrelationshipsinothercountries.在其他国家的人际关系3.Successfullong-termbusinessrelationshipswithforeigncustoms和外国长期的贸易关系4.Haveaculturallydiverseseniorexecutivestafforboardofdirectors有一个多元文化的高级主管或者董事会5.国际营销的五个阶段1.Nodirectforeignmarketing2.Infrequentforeignmarketing3.Regularforeignmarketing4.Internationalmarketing5.Globalmarketing6.三种策略导向1.Seeinternationalmarketingasancillarytothedomesticoperations.国际营销用来辅助国内业务2.Seeinternationalmarketingasacrucialaspectofsalesrevenuegenerationbuttreatseachmarketasaseparateentity.将国际营销作为销售收入的一个重要方面，但是把每一个市场当做独立的实体对待3.Commonconsumercharacteristicsandbehaviorscomeintoplayaskeysegmentationvariablesappliedacrosscountries共同的消费特性和消费行为作为应用于各国的主要细分变量。7.新兴大市场的特点1.areallgeographicallylarge2.havesignificantpopulations3.representsizablemarketsforawiderangeofproducts4.havestrongratesofgrowthorthepotentialforsignificantgrowth5.haveundertakensignificantprogramsofeconomicreform6.areofmajorpoliticalimportancewithintheirregions7.are“regionaleconomicdrivers”8.willengenderfurtherexpansioninneighboringmarketsastheygrow(逐步扩张周边市场）8.文化的定义Cultureisthesumofthevalues,rituals,symbols,beliefs,andthoughtprocessesthatarelearnedandsharedbyagroupofpeople,thentransmittedfromgenerationtogeneration.文化是群体拥有代代相传的认知和分享的价值观，宗教，符号，信仰和思维方式。9.文化的分类*culturalimperatives(文化强制性）*culturalelectives(文化选择性)*culturalexclusives(文化排他性）10.收集原始数据*quantitativeresearch定量分析*qualitativeresearch定性分析11.如何提前发现翻译的错误1.backtranslation回译法Thequestionnaireistranslatedfromonelanguagetoanother,andthenasecondpartytranslateitbackintotheoriginal,andthetwooriginallanguageversionsarecompared.先将问卷翻译成另外一种语言，再由他人译回原文借此过程发现误解之处。2.paralleltranslation平行翻译Morethantwotranslatorsareusedforthebacktranslation;theresultarecompared,differencediscussed,andthemostappropriatetranslationselected让两个以上译者进行回译，然后比较个人的翻译并讨论存在的差异，选出最合适的。3.Decentering逐译Isahybridofbacktranslation是回译和平译的综合。由不同译者担任翻译和回译，会议导致对调查问卷的修改，连续重复上述过程，直至最终回译与原语言版本一致。12.国际广告的步骤1.performmarketingresearch2.specifythegoalsofthecommunication3.developthemosteffectivemessageforthemarketsegmentsselected4.selecteffectivemedia5.composeandsecureabudgetbasedonwhatisrequiredtomeetgoals6.executethecampaign7.evaluatethecampaignrelativetothegoalsspecified13.四种定价方法以及定义1.variable-costPricing变动成本定价法2.full-costpricing完全成本定价法3.skimming撇脂定价法/高价法4.penetrationpricingpolicy渗透定价法/最低价格定价法