祝女-志明与春娇经典台词

双语版商务英语重点题目答案
这份资料是由欧阳、小邱和刘丹三个人整理的，因为英文 版的整理起来确实有点恼
火，有些题没有确切的答案，所以，资料还有很多不完善的地方，请同学们自行 修
改哈。

第十章
Green Marketing(绿色营销): green marketng is a term used to identify concern with the
environmental consequences of a variety of marketing activities.(绿色营销这一术语被用来表示对形形色色的营销活动所造成的环境后果的关注.)
Innovation(革新): from a sociological viewpoint, any idea perceived as new by a group of people is
an innovation.(从社会学角度看,任何概念只要被某一群人看做事新颖的,就是一种革新.)
Global Brand(全球品牌): a global brand is defined as the worldwide use of a name, term, sign,
symbol (visual andor auditory), design, or combination thereof intended to idendtify goods or services
of one seller and to differentiate them from those of competitors.(在全世界范围内使用某个名称、术
语、记号、符号、设计或以上一切的组合，旨在标识某一卖主的商品或服务，使他们与竞对手区
别开来 )
the issue of global versus adapted products for the international marketer. (试就国际营
销者是销售全球产品还是适应性产品进行讨论)
(1)In a competitive struggle,quality products and services that meet the needs and wants of consumers
at a affordable price should be the goal of any marketing firm.
(2)The growing globalization of markets givesrise to the standardization,and some products may be
sold in foreign markets without modification. But i think it is still necessary to change in some ways to
meet the requirement of o new market. Besides the change of some physical attributes, there are some
thing others that need to change. A products is more than a physical item: it is a bundle of
satisfactions(utilities) that the buyer receives. The values and customs within a culture confer much of
the importance of these other benefits. So each product must be viewed in light of how it is perceived
by each culture with which it comes in contact, and we need to assess all markets for those differences
or dictate product adaptation when necessary.
the conutry-of-origin effect and give examples.(解释原产地效应并举例说明)
Country-of-origin effect can be difined as any influence that the country of manufacture, assembly,
or design has on a consumer’s positive or negative perception of a product. A company competing in
global markets today manufactures products worldwide; when the customer bacomes aware of the
country of origin, there is the possibility that the place of manufacture will affect product or brand
image. For example, French wine, German beer, Swiss watches and clocks, Cuban cigars, Ireland's

textiles are some good brands of origin.
(原产地效应被定义为产品的设计,制造,装配国 对消费者对产品的积极或消极的看法的影响.如
今在全球市场竞争的公司在世界范围内生产产品,因此当 消费者了解到原产地时,产品生产的可
能会影响产品或品牌的形象.比如说法国葡萄酒,德国啤酒,瑞士 钟表,古巴雪茄,爱尔兰的纺织品
都是一些优良的原产地品牌)
s product alternatives and the three marketing strategies: domestic market extention,
multidomestic markets, and global market strategies.(讨论产品选择及三种营销 战略;国内市场
扩张战略.国别市场战略和全球市场战略.)
Product alternatives: can’t find right answers
Three marketing strategies:
(1) Domestic market extention(国内市场扩张战略): This concept means that domestic companies
strive hard to bring domestic products to the domestic market. It regards the national business as the
second place, and in is the extension of domestic business. Its dominant motive is to solve the problem
of excess capacity production. Domestic business has been given priority, Foreign sales are seen as an
extension of the profitable domestic business. Even though great efforts have been made to seek
foreign markets, enterprise's orientation is also basically domestic,
Companies which use this marketing method are center-oriented. (这一观念是指国内公司力 图把国
内产品销售到国内市场去.它把国家业务看成是第二位,是国内业务得延伸,其主要动机是解决生
产能力过剩问题.国内业务得到优先考虑,国外销售被视为国内业务有利可图的延伸.即使花大力
气寻求国外市场,企业的导向也基本上是国内的,采用这种营销方法的公司属于本国中心导向.)
(2) Multidomestic markets: Once the company realized the importance of differences in overseas
markets as well as the importance of overseas business, its international management guidance will
possibly transform to the multidomestic market strategy. Companies which take this concept as its
orientation, realizing that the market in each country are entirely different. To be successful, every
country needs to formulate an independent plan. Enterprises which take this as guidance are
foundamentaled by nationality to develop marketing. For each country, different marketing strategies
should be used. (国别市场战略:公 司一旦意识到海外市场差异的重要性以及海外业务的重要性,
公司的国际经营导向可能会转变到国别市场 策略.以这一观念为导向的公司,强烈意识到各国市
场大不相同,需要对每一个国家制定几乎独立的计划 ,才能取得成功.以此为导向的企业以国别为
基础开展营销,对于每一个国家,分别采用不同的营销策略 .)
(3) Global market strategies: The global marketing idea regards a group of national market as a unit,
put the potential buyer community that has the similar demand into a whole world subdivide market.
As long as low cost, culturally feasible, then we seek to develop standardized marketing programs. (全
球市场战略:全球营销观 念将一组国家市场视为一个单位,把具有相似需求的潜在购买者群体归
入一个全球细分市场,只要成本低 ,文化上可行,就制定谋求标准化的营销计划)
s the different promotionalproduct strategies available to an international marketer. (讨
论国际营销者可利用的不同的促销产品战略.)

(1)To enter new markets, there are three strategic to approach:①Sales in the mother country currently
marketed products ②According to the special needs of new market to consider exports ③ the
introduction of new products.
(2)The three basic choices and promotions can be combined with the time evolution of international
marketing to the five ways to use for the product strategy. First of all, a company like Pepsi and
Coca-Cola can be done around the world use the same promotional advertising to sell the same product.
The second strategy is through the use of different promotional advertising to sell the same product.
The third strategy is to change the physical characteristics of the product without changing the
product's performance to meet local environmental fourth strategy is both to change
products and marketing patterns. The fifth strategy is to invest in or develop new products, rather than
on the transformation of existing products, such strategies are relatively rare. But when enterprises
enter the market and seek the least developed countries of the greater penetration of these markets,this
strategy becomes popular.
(3)The success of any strategy depends on: product itself and it can meet the basic needs, it can be
understood by the culture and, finally, the cost associated with each marketing plan.
营销者进入新市场时有三种战略方式以供选择(1)销售 目前在母国市场销售的产品.(2)根据
新市场的特殊需求而考虑出口产品,(3)引入全新的产品.这 三种基本的选择与促销方 式结合在
一起的时候可以演化为5五种可供国际营销者使用的产品战略.首先 ,一个公司可以像百事和可
口可乐那样在世界各地使用相同的促销广告来销售相同的产品.第二种战略就 是通过使用不同的
促销广告来销售相同的产品.例如为美国家庭设计的花园供电设备在发展中国家卖坐农 业设备.
第三个战略就是更改产品的物理特征而不改变产品的性能以满足当地的环境要求,因为环境重新
设计出的在冷水中工作的清洁剂而又仍然能使衣服干净就是这样的一个例子.第四种策略是既改
变产品以满足不同的使用模式又改变促销模式.第五种策略是投资或开发全新的产品而不是对现
有产品进 行改造,这种战略比较少见.但是当企业进入不发达国家市场和寻求对这些市场的更大
渗透力时这种战略 就会变得流行起来.例如可口可乐公司就曾经研制出一种叫SACI的蛋白质饮
料作为营养补充物在国外 销售.
任何战略的成功都取决于:品本身以及它能满足的基本需要,特性和文化对它的理解,最后 是
每个营销计划的关联成本.
are the three major components of a product? Discuss their importance to product
adaptation.（产品的三个主要组成部分是什么？讨论它们在产品适应中的重要性）
The three major components of a product are: core component, packaging component, and support
sercices component.
The importance of core component: It consists of the physical product-the platform that contains
the essential technology-and all its design and functional features. The physical product and all its
functional features should be examined as potential candidates for adaptation.

The importance of packaging component: it includes style features,packaging,labeling, trademarks,
brandd name, quality, price, and all other aspects of a product’s package. The importance of each of the
elements in the eyes of the consumer depends on the need that the product is designed to serve.
Marketers must examine each of the packaging component to be certain that this part of the product
conveys the appropriate meaning and value to a new market, otherwise they may be caught short.
The importance of support services component: it includes repair and maintenance, instructions,
installation, warranties, deliveries, and the availability of spare parts. Many otherwise successful
marketing programs ultimately failed bacause little attention was given to this product component.
(一个产品的三个主要组成部分是：核心组件，包装组件，和支持服务组成部分。
核心 组成部分的重要性：它的物理产品的平台，它包含组成的关键技术和所有的设计和功能特
点。产品的物理 特性及其所有功能应审查作为适应潜在候选人。
对包装组成部分的重要性：它包括风格特征，包装，标 签，商标，brandd名称，质量，价格和产
品的软件包的所有其他方面。作者：在消费者心目中的每 一要素的重要性取决于该产品的设计服
务的需求。营销人员必须检查每一个组件的包装必须肯定，这个产 品的一部分传达适当的意义和
价值提高到一个新的市场，否则可能会措手不及。
支持服务的组 成部分的重要性：它包括维修和保养，指示，安装，保证，交货和备件供应。许多
成功的营销方案，否则 最终未能bacause很少注意由于这项产品的组成部分。)
s “environmentally friendly” products and product development.(试讨论”环境友好”
产品和产品开发.)
Environmentally friendly products have a close relationship with product development. Two critical
issues that affect product development are the contol of the packaging component of solid waste and
consumer demand for environmentally friendly products. Thus, green marketing is a term used to
identify concern with the environmental consequences of a variety of marketing activities. Besides, the
designing that a product is “environmentally friendly ”is voluntary, and the environmental success
depends on the consumer selecting the eco-friendly product. When developing a product, we should
concern for the environment, and not view green marketing as a European problem, bacause it is
woldwide and similar legislation is sure to surface elsewhere.
(环保产品与产品开发的密切关系。 影响产品发展的两个关键问题是该固体废物和消费者对环保
产品的需求包装组件控逆变。因此，绿色营销 是用来识别与各种各样的营销活动对环境的影响表
示关注的一个术语。此外，设计一个产品是“环保”是 自愿的，环境能否成功，选择环保产品的
消费者而定。当开发一个产品，我们应该关心的环境，不认为这 是欧洲问题绿色营销，bacause
是woldwide和类似的法例，是一定要表面其它地方。)
第十一章
Distribution Process（分销过程）:In every country and in every market, rich or poor, all consumer and
industrial products eventually go through a distribution process. The distibution process includes the
physical handling and distribution of goods, the passage of ownership (title), and—most important
from the standpoint of marketing strategy—the buying and selling negotiations between products and
middlemen and between middlemen and customers. (在每一个国家和每一个市场,无论是在城市还

是在农村,无论贫富,所有消费品和工业 品最终必须经历一个分销过程.分销过程包括产品的运输
和配送,所有权的转移以及制造商和中间商及中 间商和顾客之间的买卖谈判.)
Distribution Structure（分销结构）:distribution structure means that through which goods can pass
from producer to user. (分销结构是指可以通过这一结构产品从制造商手中转到使用者手中.)
Distribution channels（分销渠道）：a channel of distribution for a product is the route taken by the title
to the product as it moves from the producer to the ultimate consumer or industrial user.
6. Discuss how the globalization of markets, especially Europe after l992 in, affects retail
distribution.（试讨论市场的全球化，尤其是l992年的欧洲，对零售业有何影响。）
Some important trends in marketing system will eventually lead to globalization. That is to say the
middle men in different countries is greater than the similarity of heterogeneous line. U.S. Southern
Company is a large range of 7-11 convenience store to replace many traditional family-run shops, these
shops are an important component of food retailing in Japan part. ,7-11 in Spain and in the monopoly
Campsa oil companies, gas stations opened in Campsa 2007-11 convenience stores. Discount stores
began in France and developed retail, this mode of operation has now reached other European countries,
across borders and even the United States. Discounts, home repair, self-service and supermarket
purchases of these methods are popular throughout the world. In `a forecast of Europe in 1992, the
domestic retail network development throughout the world. European integration, global brands, global
medium of communication, rational expectations and the product category can be estimated consumers
eager to have their products sold the most effective way to global companies are driven by factors
which the traditional sales approach to a more efficient and competitive way of selling. Many of which
are transformed into, if not global, cross-border mode of operation is. Comprehensive and effective
global product marketing systems required to achieve maximum efficiency.
销售系统的某些重要趋势最终会导致全球化。那就是说不同国家的中间人的相 似性大于其异质
行。美国的南方公司的7-11便利店正在大范围的取代很多传统的家庭经营的小店，这 些小店是
日本食品零售业的重要组成部分。在西班牙，7-11和在该国垄断经营的Campsa石油公 司，在
Campsa的加油站开了200间7-11便利店。折扣店是在法国起始并发展起来的零售方式 ，现在这
种经营方式已经跨越国界到达其他欧洲国家甚至是美国。折扣、家居维修、自我服务以及超市这
些大众化的购买方式逐渐传遍全世界。在`1992年欧洲的一次预测中，国内外零售网络的发展遍及全世界。欧洲一体化，全球品牌，全球化的沟通媒介，期望理性的和可估计的产品分类的消费
者， 急于把他们的产品有最有效方式销售出去的全球的公司都受到要素的驱动而把传统的销售方
式转变为更具 有效率和竞争力的销售方式。其中许多正转变成为即使不是全球的，也是跨国的经
营方式。全球化产品要 求综合有效的销售系统以达到最大效率。
s how physical distribution relates to channel policy and how then affect one another.
(讨论货物实际转移过程与分销政策之间的关系以及它们如何相互影响)
different areas have different channels in the policy, and they have different effects on logistics and
distribution. For example, in Tokyo, buyers must look for sellers to provide few services. This is an
example of the operation of market channels back Except the retail market, the general policy is to find

a buyer by the seller and the sellers provide a complete set of services. In some areas, brokers are
characterized by specialization This example is a complication of the sales process. In many countries
the use of alternative channels of policy is only a great broker and small middlemen, not only polarized
the middle Large intermediary sales activities is efficient, small middlemen without much efficiency
Except the United States and the Soviet Union, most countries, sales channels is very long This delayed
the product logistics Usually the delay is caused by low inventory, and obviously high-volume stocks
are not worth keeping.
许多领域促在着两种截然不同的渠道政策，他们物流配送有不同的影响。比如，在东京，买家必
须寻找提 供很少服务的卖家。这是一个市场渠道向后运作的例子。除了零售市场，一般政策是由
卖家寻找买家，并 由卖家提供一整套的服务。在某些地区，中间人的特点是专业化。这一实例是
销售过程趋于复杂。在许多 国家中使用另一种渠道政策是只有很大的中间人和很小的中间人，只
有两极而没有中间的。大中间人的销 售活动很有效率，小中间人却没什么效率。在除了美国和苏
联的大部分国家，销售渠道是很长的。这延缓 了产品的物流配送。通常这种延缓是由于低库存引
起的，因为库存成本是很好的，保持大批量存货很不划 算
is distribution-channel structure affected by increasing emphasis on the government as a
customer by the existence of state trading agencies? (政府采购扩大和国家采购代理公司的出现
是如何影响分销渠道结构的?)
Government is not only a user but also a intermediary. Its growing development focus on marketing
monopoly, especially in industrial and commercial operations. Intermediaries benefit from the powerful
government and omit the complicated official procedures. In all, contacts with government only need
direct contracts and single local intermediary.
政府即是使用者又是中间商，其不断的成长 将新的重点放在营销垄断上。政府对经营工业品和商
品特别重要。中间商从强势的政府合同中得到利益并 可以省去繁杂的公事程序。总之，政府交易
需要直接的合同或单个本地中间商这样较短的渠道。
t,as best you can,for the differences in channel pattern that might be encountered in a
highly developed country and an underdeveloped. (尽可能说明在高度发达的国家和欠发达国家
所遇到的渠道模式的可能差异)
Intermediaries in less developed countries are mostly in negative attitudes, whereas developed
countries fully accept them. Attitudes in less developed countries are due to great attention on
production. People in those places think intermediaries inefficient. As a result, functions of
intermediaries only go on quietly, which makes distributions in great difficult situations and a very
small range. But, developed countries are on the contrary. Poor countries can only struggle in the food
and clothing d, they do not develop on trade and pay little attention on distribution which is
slow and inefficient in less developed countries because of widely distributed population, little amount

of inventory and intermediaries and many limitations. The features of developed countries are the
opposite.
欠发达国家对中间商的态度基本 上是消极的，而发达国家则能够完全接受中间商。这种态度之所
以在欠发达地区存在是因为那里的人们重 视生产，他们认为中间商是没有效率的。结果中间商的
功能只能在边上悄悄进行，这使得分销变得非常困 难。并且分销只在很小的范围进行，而发达国
家则常常存在非常大的中间商。贫穷的国家挣扎在温饱线上 。他们不会像发达国家那样依赖贸易。
因此，并不重视分销。分销在欠发达国家是缓慢而没有效率的，因 为人口分布广，存货量少（资
本成本高），中间商少，限制大。而发达国家的特点正好相反。
s the economic implications of assessing termination penalties or restricting the
termination of you foresee such restrictions in the united states?
(讨论对因解雇中间商而受到的惩罚进行评估或限制解 雇中间商的经济意义。你会遇到类似这样
的限制吗?)
Terminating punishment limits the freedom of marketers. Therefore, marketers can not adapt to the
changeable market demand and reduce the efficiency of market, which limits company's development
and flexibility. Terminating test channels leads to a company in a sticky period. Thus, adventure and
experiments have been minimized.
There are many regulations in the United States which limit manufacturers and intermediaries.
However, the growth of limitations is becoming much slower and less caution.
(终止惩罚限制了营销商的自由，营销商不能及时对市场的需求变化做成调整从而降 低了市场的
有效性。这种限制会限制公司的增长和灵活性。冒险和实验被最小化，因为终止实验渠道导致 公
司处于困难时期。
在美国有很多限制制造商中间商的指令和法律条文，但这种限制的增长越来越缓慢和谨慎。)
第十二章
一、名词解释
1、Integrated Marketing Communication(整合营销沟通)：Integrated marketing communication
consists of advertising, promotion, trade fairs, personal selling, direct marketing and public relations.
(整合营销沟通由广告,促销,贸易展览会,人员推销,直销和公共关系构成.)
2、Public Relations (公共关系）:Creating good relationships with the popular press and other media to
help companies communicate messages to their publics-customers, the general public, and
governmental regulatiors-is the role of public relations. The job consists of not only encouraging the
press to cover positive stories about companies , but also of managing unfavorable rumors, stories, and
events. (与大众媒 介建立良好关系,帮助企业把信息传递给包括顾客,普通公众,政府在内的公众,
是公共关系的任务.公 共关系不仅要鼓励媒体对企业进行正面的报道,而且还要对不利的谣言,传

说和事件做出 反应.)
3、Sales Promotion(促销):Sales promotions are marketing activities that stimulate consumer
purchases and improve retailer or middlemen effectiveness and cooperation. (促销是刺激消费者购买
欲望,改进零售商或中间商工作的有效性和加强相互之间的合作的营销活动.)
4、Noise(噪声):Uncontrollable and unpredictable influences such as competitive activities and
confusion that detract from the process and affect any or all of the other six steps. (噪声是一种破 坏
性的力量,干扰沟通的每一个步骤,常常不受信息发送者或接收者的控制.噪声可能是由任一文化中的行动引起,也可能是由于文化内容的重叠所造成)
二、问答题
1、“Perhaps advertising is the side of international marketing with the greatest similarities from
country to country throughout the world. Paradoxically, despite its many similarities, it may also
be credited with the greatest number of unique problems in international marketing.” Discuss.
（“广告或许是国际市场营 销中在世界各国之间最相似的，然而尽管广告有许多类似之处，但同
时也可以说它在国际市场营销中拥有 的独特问题最多。”试讨论之）
This self-contradictory phrase is based on the fact that: ads are the same methodology in each
country, but the unique company policy restrictions, legal issues, language, the media gave the
international advertising limitations of different issues. Ads must be based, linked to existing incentive
models. The only problem is finding the motivation is to adapt your activities to make most people buy
this product situation. But the problem is usually mechanical in nature, through long-term investigation
of simple solution.
这句自相矛盾的话是基于这样一个事实：广告的方法论在每个国家都是相同的，但 独特的公司政
策限制、法律问题、语言、传媒局限性都给了国际广告人不同的问题。广告必须与基础的、 现存
的动机模式联系起来。唯一的问题是找到这个动机并是你们的活动适应这种必须让多数人购买这种产品的形势。但是这个问题一般是机械性的，能通过长期的调查轻易地解决。
2、Outline some of the major problems confronting an international advertiser.(简要说出国际广
告主所面临的一些主要问题)
For all the elements of marketing mix, advertising decisions are among the most vulnerable to
cultural differences in different countries affected. Customers reflect their culture, style, feel, value
systems, attitudes, beliefs and perceptions. As the function of advertising is to depending on customer
needs, ideas, hopes and desire to explain products and services enable customers to obtain satisfactory

characteristics. Emotional appeal of such advertising, a symbol of persuasion, and other characteristics
must be consistent with the existing cultural norms. Acts of international advertising and promotion of
cultural uniqueness and the market is consistent with international or global challenges facing
advertisers. International advertisers face legal and tax considerations, language restrictions, media
restrictions and restrictions on production and costs. If the company to have a effective advertising,
these restrictions should be effectively addressed.
对于销售组合的所有要素，广告决策是最容易受到不同国家间文化差异影响的。顾客反映了
他们的文化、 风格、感受、价值系统、态度、信仰和感知。由于广告的功能是“根据顾客的需要、
想法、希望和渴望解 释产品和服务能使顾客得到满意的特质”。广告的这种情感呼吁、象征、说
服手段和其它特质必须与现行 的文化标准相符。使国际广告和促销行为与市场的文化独特性相符
是国际或全球广告商所面临的挑战。国 际广告人面临着法律与税收的考虑，语言限制，传媒限制
和制作与成本限制。如果公司要有一个有效地广 告，这些限制都要得到有效地处理。
3、What is sales promotion and how is it used in international marketing? (什么是促销?在国际市
场营销中如何运用促销?)
Including all of the marketing promotion and not just advertising, marketing and stimulate
consumers to buy and improve the efficiency of retailers and middlemen and cooperation. Promotions
include symbolic concessions, shopping malls demonstrations, samples, coupons, product tie-in sales,
competition awards, as stake, some sponsorship and shopping show. Promotion is used for short- term
behavior of consumers and retailers have reached specific goals for example: (1) consumer product test
and immediately purchase; (2) to the mall customers; (3) shopping spots in retail; (4) to encourage
Shopping inventory; (5) support and increased advertising, marketing success
促销包括所有的营销活动而不只是广告、推销和刺激消费者购买和提高零售商和中间商 的效
率与合作。促销包括了象征性优惠、商场内示范、样品、优惠券、产品搭卖、竞赛奖励、充当赌金、某种活动的赞助和购物点展示。促销被用作对于消费者和零售商的短期行为已达到特定目标
例如 ：（1）消费者试验产品并立即购买；（2）为商场介绍顾客；（3）购物点展示零售；（4）鼓励
商场 存货；（5）支持和加大广告、推销成就
4、Show how the communications process can help an international marketer aviod problems in
international marketing? (说明沟通过程如何帮助国际营销者避免在开展国际广告活动时出现
问题)
Basically acts as marketing communication process, to make an effective promotional strategy, all

problems are the domestic market and discussed in this chapter must be overcome in order to enjoy a
successful international marketing plan for cultural issues. International marketers main concerns is
to ensure that cultural differences, media restrictions, legal issues and constraints, the control of the
ad can be appropriately communicated. International advertising and promotion of communication
will fail for many reasons: (1) because the media does not fully convey the ad may not; (2) the target
audience can see the advertisements were not as understanding of different cultures interpret the
meaning of advertising; (3) target viewers can see the ad, understand the meaning, but because the
business does not correctly estimate the target market to the needs and demands and not get results.
Because many different promotional strategies to the impact of hazards, understand the
communication process, international marketers will be better prepared to deal with these differences,
because the communication process to promote international advertising sales people to check
potential problem areas.
由于促销行为基本上是沟通过程，在作出一个有效的促销战略时，所有出现的问题都是国内市
场与在本章 中讨论过必须被克服以享有一个成功的国际促销规划的文化问题。国际营销者主要
考虑的问题是确保文化 差异、传媒限制、法律问题和约束、对广告词的控制都能合适地得到沟
通。国际广告和促销沟通因为很多 原因都会失败：（1）因传媒不充分，广告词可能传达不到；
（2）目标观众能看到广告却由于不同文化 诠释理解不了广告的意义；（3）目标观众能看到广
告、理解其中的意义但因为商家没有正确估测目标市 场地需要和需求而收不到效果。因为众多
不同的能危害促销战略的影响，懂得沟通过程的国际营销者会准 备得更好来处理这些差异性，
因为沟通过程促使国际广告人去检查可能产生促销问题的地方。
5、What is the importance of feedback in the communications process? Of noise? (沟通过程中反
馈的重要性如何?噪声的重要性又如何?)
The importance of feedback is provided to a particular culture in the marketers under the
interpretation of the message immediately, in order to communicate any problems that arise during or
from errors caused by different cultures to cause significant damage in the to be adjusted. The
importance of noise and other forms of competitive behavior such as confusion can detract from the
communication process and affect the course of some six or all. Noise, the most important factor is that
it can not control can not be predicted, but instead to influence the results. Noise is why feedback is so
important in the communication process important reasons.
反馈的重要性在于提供给了在某种特定文化下的营销者对讯息 的立即的诠释，以使沟通过程

中产生的任何问题或由不同文化而产生的错误在造成重大损 害时得到调整。噪声的重要性在于诸
如竞争行为和其它形式的混乱能减损沟通过程并影响六个过程中的部 分或全部。噪声最重要的因
素是它是无法控制也无法预测的，然而却能影响结果。噪声也是为什么反馈在 沟通过程中如此重
要的重要原因。
第十三章 人员推销与销售管理
一、名词解释
1、Expatriate(外派人员)：Expatriate is chosen national staff as an overseas marketing manager and
outside sales staff. (外派人员是指选用的本国人员担任海外营销经理和外派销售人员)
2、Local Nationals (当地人员): The use of foreign domestic workers as an overseas marketing
manager and outside sales staff. (所选用的外国本地人员来担任海外营销经理和外派销售人员)
3、TCNs (第三国人员):Expatriates from their own countries working for a foreign company in a third
country, whose nationality has little to do with where they work or for whom. (离开自己的国土到第
三国为一家外国公司工作的人员.)
二、问答题
1、“To some extent, the exigencies of the personal situation will dictate the approach to the
oveseas sales organization.”Discuss.(“在某种程度上，员 工状况的迫切要求决定了海外销售组织采
取的措施。”试讨论之)
Can’t find the right answers.
2、How do legal factors affect international sales management? (法律因素是怎样影响国际销售管
理的?)
Can’t find the right answers.
3、Can a person develop good cultural skills? Discuss. (娴熟的个人文化技巧是可以培养的吗?试
讨论之)
Yes, heshe can. Just as someone can achieve good social skills(i.e. an ability to remain poised and
be in control under all social situations), so too can good cultural skills be developed. These skills serve
a similar function in varying cultural situations; they provide the individual with the ability to relate to
a different culture even when the individual is unfamiliar with the details of that particular culture.
Cultural skills can be learned just as social skills can be learned. (正如一个人能够掌握高明的社交技
巧一样（就是说 他在各种社交场合都能从容应付，总是处于主动地位）我们也可以培养高明的文
化技巧，这种技巧在各种 不同的文化背景下的作用和高明的社交技巧相似，使得人们即使不了解

某种特定文化的详 细情况，也能应付自如。文化技巧像社交技巧一样，可以通过学习来掌握)
4、Discuss the attributes of a person with good cultural skills.(试描述具备良好文化技巧的人的特
征)
People with cultural skills can;
a. communicate respect and convey verbally and nonverbally a positive regard and sincere interest in
people and their culture. (通过自己的言谈举止表现出对他国人民及其所属文化的尊重、积极的关
心和真诚的兴趣)
b..tolerate ambiguity and cope with cultural differences and the frustration that frequently develops
when things are differente and circumstances change. (容忍模糊，泰然对待各种文化差异和因情况不
同、环境有变而引起的种种挫折)
c..display empathy by understanding other people’s needs and differences from their point of view.
(设身处地理解他国人民的需要和差异，体现出对他国文化的认同)
d. remin nonjudgmental about the behavior of others, particularly with reference to their own value
standards. (对他国人民的行为不做判断，尤其要避免根据自己的价值标准去判断他们的行为)
e. recognize and control the self-reference criteria, that is, recongnize their own culture and values as
an influence on their perceptions, evaluations, and judgment in a situation. (认识并控制“自 我参照标
准”的干扰，也就是说，要认识到本国文化和价值观会影响自己在具体场合的观察和评判)
f. laugh things off-a good sense of humor helps when frustration levels rise and things do not work
as planned. (乐观地对待一切，对看不懂的事物一笑了之—在挫折和不尽如人意时良好的幽默感
会带来些许帮助)
5、If “the language of international business is English ”,why is it important to develop a skill in a
foreign language? Discuss.(如果“国际商务通 用语言是英语”，那为什么培养外语技能很重要?试对
此加以讨论)
Proponents of language skills argue that learning a language improves cultural understanding and
business relationships. Others points out that to be taken seriously in the business community, the
expatriate must be at least conversational in the host language.
Some recruiters want candidates who speak at least one foreign langusge, even if the language will
not be needed in a particular job. Having learned a second language is a strong signal to the recruiter
that the candidate is willing to get involved in someone else’s sulture.
The author feels strongly that language skills are of great importance: if you want to be a major

player in international business in the future, learn to speak other languages or you might not make it.
(建议培养语言技能的人认为学习语言可以增强对文化的理解 ，并改善商业关系；其他人则指出，
在商界要想受到重视，驻外人员至少必须能用当地语言进行交流。有 些负责招聘的工作人员要求
应聘者至少会说一门外语，哪怕这门外语在特定的工作中并不需要，他们认为 ，懂一门外语能清
楚表明该应聘者愿意了解其文化。本书作者强烈地感到，语言技能非常重要。如果想在 未来的国
际经营中成为主角，就必须学习其他语言，否则就不可能会成功)

6、The global manager of 2020 will have to meet many new challenges. Draw up a sample resume
for someone who could be considered for a top- level executive position in global firm.( 2020年的全球经理将不得不面临许多新的挑战，试为某个可以被考虑担任一家全球公司高级经理的人草拟
一份 简历样本。)
There’s no right answers. Do it yourselves.
第十四章 国际市场定价
一、名词解释
1、Parallel Imports(平行进口)：Parallel imports develop when importers buy products
from distributors in one country and sell them in another to distributors who are not part of the
manufacturer’s regular distribution system. (当 一个进口商从一国的分销商那里购得产品,然后销售
给另一国中不属于产品制造商正常分销系统得分销商 时,就出现了平行进口.)
2、Exclusive Distribution (专营):专营是 公司为鼓励零售商提供额外得服务给顾客,增加存货,维护
专营产品得质量形象而给予较大零售差价得做 法,这种做法为平行进口提供了便利.
3、Skimming(撇脂定价法):A company uses skimming when the objective is to reach a segment of the
market that is relatively price insensitive and thus willing to pay a premium paice for the value received.
(当企业的目的是进入一个价格弹性 小,消费者愿意为获得产品价值而支付高价的细分市场时,可
以采用撇脂定价法)
4、Price Escalation (价格升级):Price escalation is the added costs incurred as a result of exporting
products from one country to another. Specifically, the term relates to situations in which ultimate
paices are raised by shipping costs, insurance, packing, tariffs, longer channels of distribution, larger
middlemen margins, special taxes, administrative costs, and exchange rate fluctuations. (是指由于装运
费,保险费,包装费,关 税,较长的分销渠道,较高的中间商毛利,专门税费,行政管理费,汇率波动而导
致最终价格上涨的情形 .)

5、Dumping（倾销）:Various economists define dumping approach classifies
international shipments as dumped if the products are sold below thrie cost of production. The other
approach characterizes dumping as selling goods in a foreign market below the price of the same goods
in the home market. (经济学家对倾销 有不同的解释.一种解释是,如果产品在国际市场上以低于生
产成本的价格销售,即可被认为是倾销.另 一种解释是,如果某一产品在海外市场的售价低于国内
市场的售价,即是倾销.)
6、Countervailing Duty (反补贴税): A countervailing duty ,which restricts the amount a country
will import, may be imposed on foreign goods benefiting from subsidies whether in production, export,
or transportation. (对那些在生产,出口或运输上享有补贴的外国商品征收的税称为反补贴税.)
7、Countertrade (反向贸易): Reverse trade or counter trade, also known as

industrial property and proprietary technology,etc. It combines the import and export trade, and they
are reciprocal conditions. The trading parties of countertrade both have profits and loss, and seek a
balance or basic balance in a transaction. (反向贸易即对销贸易，又称“互抵贸易”、“对等贸易”，是
指以货物或 劳务、工业产权和专有技术等无形财产的进口和出口相结合并互为条件的贸易方式。
对销贸易的交易双方 各有进出，并在一宗交易中各自求得收支平衡或基本平衡)
8、Counterpurchase (易货贸易):Counterpurchase is probably the most frequently used type of
countertrade. For this trade, the seller agrees to sell a product at a set price to a buyer and receives
payment in cash. (易货贸易是指交易双方直接互换货物.)
9、Product Buy-Back Agreement(补偿贸易):is the fourth type of countertrade transaction. This type
of agreement is made when the sale involves goods or services that produce other goods and services,
that is , production plant, production equipment, or technology. The buy-back agreement usually
involves one of two situations: the seller agrees to accept as partial payment a certain portion of the
output, or the seller receives full price initially but agrees to buy back a certain portion of the output.
(补偿贸易指一部分用实物,一部分用现金来支付的贸易.)
10、Transfer Pricing(转移定价):Prices of goods transferred from a company’s operations or sales
units in one country to its units elsewhere,known as transfer pricing, may be adjusted to enhance the
ultimate profit of the company as a whole. (为了 增加整个公司的最终利润,可以对公司设在不同国
家的生产或销售单位之间的价格进行调整,即所谓转移 定价.)
二、问答题

1、why is it so difficult to control consumer prices when selling overseas? (为什么在国外销售时，
控制最终价格会如此困难?)
There are many variables need to consider when attempts to operate the ultimate cost of products
overseas. It includes: import tariffs, dumping duties, sales tax, the cost of distribution channels,
additional intermediate product cost, transportation cost. It is difficult to control the ultimate cost of
products when carries on the overseas selling. As the price of the upgrade varies, so the price upgrade
is a major cause. There exists huge profits in some countries, but also interfere the control of the
consumer price. Dumping, has been given different meanings, the different laws established to develop
a wide range of prices also give different treatments to dumping. Companies operating abroad can only
through price changes and exchange rates that can leads to price fluctuations to get self-protected. In
addition, many retailers from overseas do not like the price competition and trying to lower or raise
prices to avoid such competition. (在试图操纵 产品在国外的最终价格时，有很多变数需要考虑。包
括：进口关税、倾销关税、销售税、分销渠道成本、 附加中间产品成本、运输成本。当进行海外
销售时要控制最终产品的价格是很困难的。由于价格升级的程 度不一，因此价格升级也是一个主
要原因。还有在一些国家存在的暴利，也干扰了消费价格的控制。倾销 ，被赋予了不同的意义，
为了各式各样的价格而制定的不同的法律也给了倾销不同的待遇。在海外运营的 公司只有通过价
格变化和能引起价格波动的汇率波动来进行自我保护。另外，许多海外零售商不喜欢价格 竞争并
试图通过降低或抬高价格来避免这种竞争)
2、Explain the concept of price escalation and tell why it can mislead an international marketer?
(试解释“价格升级”概念及为什么它会误导国际营销者)
Price escalation is a kind of price increase caused by the increase of cost, bacause of the customs
duties, taxes and distribution system, etc. It will mislead many international marketers think that, if you
have more goods of reasonable prices in the domestic market, but to pay high price in international
markets will increase the profits in foreign markets. In fact, this is contrary to the real situation. The
price escalation is not the extra profit,and even caused the high price. (价格升级是由于因关税、税收、
繁冗的分销体系等导致的成本增加 而引致的价格增加。它会误导很多国际营销者以为因为在国内
市场拥有更合理价格的货物而在国际市场上 支付昂贵的价格会增加在外国市场的利润。而这却与
很多现实的状况相反：价格升级而不是额外的利润， 导致了高价格)
3、What are the causes of price escalation? Do they differ for exports and goods produced and
sold in a foreign country? (引起价格升 级的原因是什么?在单纯出口与在国外制造和出售产品这

两者之间，价格升级的原因有何 不同？)
Reasons of price escalation: a, profiteering; b, transport costs; c, a long distribution channels; d,
growing profits in the middlemen; e, special business tax. (价格升级的原因包括 ：a、暴利；b、运输
成本；c、很长的分销渠道；d、不断增加的中间利润；e、特种营业税)
Export in simple, often suffers from the impact of the above, but if it was manufactured and sold
abroad, the transport costs will be lowered, and can have low tariffs and low special business tax. (在单
纯出口时，常遭受到上面所有原因的影响，但若是在国外制造并销 售，则会降低运输成本、享有
低关税和低特种营业税)
4、Price escalation is a major pricing problem for the international can this
problem be counteracted? Discuss. (对国际营销者来说，价格升级是一个主要的定价问题，怎样
才能解决这一问题?试讨论之)
Thre methods used to reduce costs and lower escalation are lowering cost of goods, lowering tariffs,
and lowering distribution costs.
Lowering cost of goods: if the manufacturer’s price can be lowerd, the effect is felt throughout the
chain; eliminating costly functional features or even lowering overall product quality is another method
of minimizing price escalation.
Lowering tariffs: some products can be reclassified into a different and lower customs classfication.
Besides having a product reclassified into a lower tariff category, it may be possible to modify a
product to qualify for a lower tariff rate within a tariff classfication. Repackaging also may help to
lower tariffs.
Lowering distribution costs: shorter channels can help keep prices under control. Designing a channel
that has fewer middlemen may lower distribution costs by reducing or eliminating middlemen markup.
Besides eliminating markups, fewer middlemen may mean lower overall taxes. (解决价格升级的关键
在于降低产品价格，降低关税或营 销成本。经常用到的方法有：1、通过在国外市场的净价来弥
补关税和运输成本。然而这样做可能导致进 口国将这种行为认为是倾销；2、更改产品以使关税
降低。例如，在国外装配能降低关税和运输成本。在 这种情况下，自由贸易区能起到很大的作用。
3、在国内制造可以降低关税，还可能因低劳动力成本而获 利。4、缩短了销售渠道的长度，尤其
是在那些要征收增值税和营业税的国家。5、免除了昂贵的功能性 特征的耗费，因而降低了总成
本和价格。对于美国产品这是一个合理的变化，因为在很多市场，美国产品 的功能特征都是不需
要和不必要的。另外，根据市场需求，还能降低产品的总质量以降低产品成本。在所 有这些情况

下，主要手段就是降低产品的进入成本，从而降低关税和运输成本，这两个成 本是价格升级的两
个主要原因。)
5、Changing currency values have an impact on export strategies. Discuss.(币值变动对出口战略
有何影响?为什么?)
In addition to the risk of exchange rate changes, there is one country relative to another country due to
the risk of currency changes. A strong dollar will make the price of resistance, because of the need for
U.S. dollars requires a lot of local currency. On the contrary, if the weak dollar, U.S. goods imports will
increase, because the local currency for U.S. dollars to decrease. A company operating each additional
markets in question. Many global companies that exchange rate fluctuations as the main barriers to
trade. For a long-term plan requires continuity in foreign markets, business and want to maintain the
price competitiveness of companies, pricing strategies need to reflect currency fluctuations. When the
U.S. dollar relative to the purchase price in the currency becomes weak when (that is, the foreign
currency for U.S. dollars needed to become less), the company usually cost profit pricing. When the
dollar was strong when the (U.S. dollar foreign currency needed to increase the number) to maintain
price competitiveness, companies must find ways to offset the high prices caused by the currency
(除了汇率变化的风险，还有一国相对于另一国币值 变动而导致的风险。坚挺的美元会制造价格
阻力，因为要换取美元需要大量的当地货币。相反，如果美元 疲软，对美国商品的进口会增加，
因为要换取美元的本地货币减少了。每个有公司运营的额外市场都成了 问题。许多全球性的公司
认为汇率的波动成为了主要的贸易壁垒。对于一个长期计划需要有在国外市场的 持续性业务并希
望保持价格竞争力的公司来说，价格战略需要反映出币值的波动。当美元相对于买价所在 国的货
币变得疲软时（也就是换取美元所需要的外币变少了），公司通常采用成本价利润计价。当美元< br>坚挺时（兑换美元所需的外币数增加）要维持价格的竞争力，公司必须想办法抵消由币值引起的
高 价格 )
6、“Regardless of the strategic factors involved and the company’s orientation to market pricing,
every price must be set with cost considerations in mind.”. Discuss.(“不管定价中涉及到何种战略因素，也不管公司对市场定价采取何种方针，每项价格的制定都必须考虑成本因素。”试评述这
一说 法)
This view is correct, prices for any commodity must consider the cost factor. However, many
companies have exaggerated the cost factors and ignored the prices made by the market. Afterwards,
the price is usually higher, so manufacturers suffer losses because they do not use market to make price.

(这种说法是正确的，任何商 品价格的制定都必须考虑成本因素。然而，很多公司夸大了成本因
素这一方面而忽略的依市场定价。接下 来便通常是更高的价格，因此，制造商因没有利用市场定
价而遭受损失)
7、Discuss the different pricing problems that result from inflation versus deflation in a country.
(请就通货膨胀和通货紧缩引起的定价问题进行讨论。)
Inflation leads to higher consumer prices, consumers face rising prices and gradually excluded
from the market. On the other hand, deflation leads to lower prices and has the effectiveness of the
consumers. However, both put the pressure to lower costs on everyone in the supply r
deflation or inflation, an exporter must emphasize controlling price escalation. (通货膨胀导致消费者
价格攀升，消费者面临升高的价格并逐渐地被排除在市场之外。另一方面，通货紧缩降低价格并
对消费者产生正的成效。但两者都会对供应链上的任何人施加降低成本的压力。不管通胀还是通
缩，出口 商都必须对控制价格升级加以重视)
8、Why are costs so difficult to assess in marketing internationally? (为什么在国际营销中，对成
本的估计会如此困难?)
The reasons why it is difficult to evaluate the costs in international marketing:
1, tax and duty
2, intermediate costs
3, transport costs
4, financial and risk costs
These factors vary widely in the international market, and because circulation changes, the cost
assessment becomes more important in international marketing,.
(国际行销中对成本估价困难的原因有：
1、税收和关税
2、中间成本
3、运输成本
4、金融和风险成本
这些因素在国际市场上变化很大，而且由于流通变化的原因，更加重了国际营销中成本的估
价问题)
9、Discuss the various reasons purchasers impose countertrade obligations on buyers. (试述买方
要求卖方开展反向贸易的各种理由)

1. to preserve hard currency (节省硬通货)
2. to improve balance of trade (减少贸易逆差)
3. to gain access to new markets (进入新市场)
4. to upgrade manufacturing capabilities (提升生产能力)
5. to maintain prices of export goods (维护出口商品的价格)
6..to force reinvestment of proceeds from weapons deals (迫使把军火交易所得再投资于当地)