英语专业市场营销参考试题
30页1、 1. Global marketing: Global marketing is defined as the firms commitment to coordinate its marketing activities across national boundaries in order to find and satisfy global customer needs better than the competition.2. Marketing mix: In carrying out the marketing functions, the firm needs to have a marketing program or strategy. This is known as the marketing mix.3. Big Mac Index: The index is based on the theory of purchasing- power parity, the notion that a dollar should buy the same amount
2、 in all countries. The theory naturally relies on certain assumptions, such as negligible transportation costs, the goods and services must be “tradable”. Thus, in the long run, the exchange rate between two currencies should move towards the rate that equalizes the prices of an identical basket of goods and services in each country. It can help us determine whether a currency is overvalued or undervalued.4. Global integration Recognizing the similarities between international markets and integr
3、ating them into the overall global strategy.5. Market responsiveness Responding to each markets needs and wants.6.Physic distance Psychic distance has been defined as differences in language, culture, political system, level of education or level of industrial development. It is influenced by the psychological characteristics of the buyer and the seller, the firms organizational culture, and the national and industry culture to which the firm belongs. With the interaction process of people or fi
4、rms, the physic distance can be reduced. However, relationships do not always last forever. The partner may move from each other until they are separated.7. Reactive Motives the firm reacts to pressures or threats in its home market or in foreign markets and adjusts passively to them by changing its activities over time.8. Coca-colonization. Coca-colonization is a term that refers to globalization or cultural colonization. It is a portmanteau of the name of the multinational soft drink maker Coc
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