第一章 1、Why do companies engage in International Marketing?

   - To increase their profit by increasing total revenue（总收入） or decreasing the cost of goods.

   - The attractiveness of International market

- The saturation of domestic market needs and intensive market competition

-To take advantages of the regulations and polices of domestic and foreign market

- To acquire resources.（获得资源）

- To avoid risk （规避风险）

- To expand product life cycle（扩展产品的生命周期）

2、4ps  4cs   6ps

Marketing Mix           4CS

    Product         customer wants and needs

    Price           customer cost

    Promotion       customer communication

    Place           customer convenience

     6PS                                     

----Political      

 ----Public relation

3、国际市场营销定义：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 consumer or users in more than one countries for a profit.

4、国际市场营销的任务The International Marketing Task

外2个圈属于不可控因素，国外环境最不可控，国内比国外的不可控因素容易控制些

controllable : firm characteristics/ price / product / promotion /channels of distribution / research 

Foreign environment uncontrollable: political/ legal force 、economic force 、cultural force 、 geography and infrastructure 、competitive force 、level of technology 、structure of distribution

5、Selling 与 Marketing 的区别：What is difference between marketing and selling

Marketing– Marketing is getting the right goods and service to the right people at the right place at the right time and right place with the right communication and promotion.

starting point     focus           means                    ends

Selling    factory      products       selling and promotion        profit through sales volume

Marketing  target      customer        integrated marketing          profit through

           market     needs and wants                        customer satisfaction

6、Branch and subsidiary 的区别

在法律上，分公司在法律上没有完全和母公司独立开，而子公司与母公司完全独立开

第二章1、自我参照标准SRC is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions

2、民族主义Ethnocentrism refers to the notion that one’s own culture or company knows best how to do things

3、Developing a Global Awareness：

    Tolerant of Cultural Differences, and

Knowledgeable of:

(a) Culture, (b) History, (c) World Market Potential,

(d) Global Economic, Social and Political Trends

4、Stages of International Marketing Involvement

In general, firms go through five different phases in going international:

No Direct Foreign Marketing（无直接海外营销阶段）

Infrequent Foreign Marketing（非经常性对外营销）

Regular Foreign Marketing（经常性对外营销）

International Marketing（国际市场营销）

Global Marketing（全球市场营销）

5、选择题：越往右卷入程度越高，风险越大，收益也越高

6、GATT和WTO的区别：

GATT是一项协，WTO是一个机构

WTO provides a panel of experts to hear and rule on trade disputes between members, and, unlike GATT, issues binding decisions世贸组织提供一个专家小组，审理和裁决成员之间的贸易争端，不像关贸总协定的问题有约束力的决定

7、Objectives of the IMF include:（IMF的功能）

①stabilization of foreign exchange rates稳定外汇汇率

②establish convertible currencies to facilitate international trade建立可兑自由换的货币以促进国际贸易  ③lend money to members in financial trouble借钱给财政困难的成员国

The functions of the WBG include:（WBG的功能）

①lending money to countries to finance development projects in education, health, and infrastructure; 借钱给国家发展教育、卫生、基建等

②providing assistance for projects to the poorest developing countries; 为最贫穷的发展中国家提供项目资助

③lending directly to the private sector in developing countries with long-term loans, equity investments, and other financial assistance; 直接向发展中国家借贷长期贷款，股本投资，私营部门和其他财政援助

④provide investors with investment guarantees against “noncommercial risk,” so developing countries will attract FDI; and

⑤provide conciliation and arbitration of disputes between governments and foreign investors为政府和国外投资者提供调解和仲裁

8、国际收支平衡，指一国国际收支净额即净出口与净资本流出的差额为零。即：国际收支净额＝净出口－净资本流出；或BP＝NX－F。在特定的时间段内衡量一国对所有其他国家的交易支付。如果其货币的流入大于流出，国际收支是正值。此类交易产生于经常项目，金融账户或者资本项目。国际收支平衡被视作一国相关价值的另一个经济指标，包括贸易余额，境外投资和外方投资。