1. SRC is an unconscious reference to one’s own cultural values, experiences,and knowledge as a basis for decisions2. Culture(1) is the sum of the "value, rituals, symbols, beliefs, and through processes that arelearned and shared by a group of people ,then transmitted from generation to generation."(2) Is the human made part of human environment-the sum total of knowledge, beliefs, art,morals, laws, customs, and any other capabilities and habits acquired by humans as members of society.3. Marketing research is traditionally defined as the systematic gathering ,recording ,andanalyzing of data to provide information useful to marketing decision making.4. Green marketing is term used to identify concern with the environmentalconsequence of a variety of marketing activities.5. Distribution process includes the physical handling and distribution of goods ,the passageof ownership(title),and the buying and selling negotiation between producers andmiddlemen and between middlemen and customers.6. Planning process is a systematized way of relating to the future. It is an attempt tomanage the effects of external ,uncontrollable factors on the firm's strengths ,weaknesses , objectives ,and goals ,toattain a desired end.7. 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 consumers or users in more than one nation for a profit.1、What are the four distinguished features of Japanese distribution ?(1) a structure dominated by many small middlemen dealing with many small retailers(2) channel control by manufactures(3) a business philosophy shaped a union culture(4) laws that protect the foundation of the system—the small retailer.2、What are the five characteristics of a product innovation?(1) relative advantage (the perceived marginal value of the new product relative to the old )(2) compatibility (its compatibility with acceptable behavior ,norms ,values)(3) Complexity (the degree of complexity associated with product use)(4) Trialability (the degree of economic and/or social risk associated with product use)(5) Observability (the ease with which the product benefits can be communicated )3、Discuss the stages of the research process9、What are the six steps for marketing research process(1) Defining the research problem and establish research objectives(2) Determine the source of information to fulfill the research objectives(3) Consider the costs and benefits of the research effort(4) Gather the relevant data from secondary or primary sources, or both(5) Analyse,interpret and summarize the results(6) Effectively communicate the result to decision makers4、What's the guiding steps of a company in international advertising ?(1) Perform marketing research(2) Specify the goals of the communication(3) Develop the most effective message(s) for the market segments selected(4) Select effective media(5) Compose and secure a budget(6) Execute the campaign, and(7) Evaluate the campaign relative to the goals specified5、What is the task of the international market researcher?How is it complicated by the foreign environment ?Task: a marketer must find the most accurate and reliable data possible within the limits imposedby time, cost, and present state of the art to marketing decision making.Complicated:(1) Information must be communicated across cultural boundaries.(2) The environments in which research tools are applied are often different in foreign markets. Within a foreign environment, the frequently differing emphases on the kinds of information needed, the often limited variety of appropriate tools and techniques available, and the difficulty of implementing the research process constitute the challenges facing most international marketing researchers.6、To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis that isolates the self-reference criterion influence. List the four steps that make up the framework for such an analysis(1) Define the business problem or goal in home-country cultural traits, habits, or norms.(2) Define the business problem or goal in foreign-country cultural traits, habits, or norms.Make no value judgments.(3) Isolate the SRC Influence in the problem and examine it carefully to see how it complicatesthe problem.(4) Redefine the problem without the SRC influence and solve for the optimum businessgoal situation.7、Discuss the differences between corporate ,strategic,and tactical planning(1) International corporate planning is essentially long term, incorporating generalized goalsfor the enterprise as a whole(2) Strategic planning is conducted at the highest levels of management and deals withproducts, capital, and research, and long- and short-term goals of the company(3) T actical planning, or market planning, pertains to specific actions and to the allocation ofresources used to implement strategic planning goals in specific markets.Tatical plans are made at the local level and address marketing and advertising question.8、Differentiate the three international marketing concepts(1) Domestic market extension concept. It views its international operations as secondaryand an extension of its domestic operations. The primary motive is to marketexcess domestic production.(2) Multidomestic market concept. A company guided by this concept has a strong sencethat country markets are vastly different and that market success requires andalmost independent program for each country.(3) Global marketing concept. The world as a whole is viewed as the market,and the firm develops a global marketing strategy.It vies an entire set of country markets as a unit,identifying groups of prospective buyers with similar needsas a global market segment and developing a marketing plan thatstrives for standardization wherever it is cost and culturally effective.10、An entry strategy into international market should reflect on analysis.List the two parts that make up the framework for such an analysis(1) Market characteristics: potential sales, competition, strategic importance,Strengths of local resources, cultural differences, country restrictions and deregulation.(2) Company capability and characteristics: the degree of near-market knowledge,Marketing involvement, commitment that management is prepared to make.11、What are important traits of big emerging markets? They are(1) All geographically large(2) Have significant populations(3) Represent sizable markets for a wide range of product(4) Have strong rates of growth or the potential for significant growth(5) Have undertaken significant programs of economic reform(6) Are of major political importance within their regions(7) Are "regional economic drivers"(8) Will engender further expansion in neighboring markets as they grow.12、Briefly ,explain the benefits of global marketing.(1) When large market segments can be identified, Economies of scale in productionand marketing can be important competitive advantages for global companies(2) Unifying product development, purchasing, and supply activities across several countriesIt can save costs(3) Transfer of experience and know-how across countries through improved coordinationand integration of marketing activities(4) Diversity of markets by spreading the portfolio of markets served brings an importantstability of revenues and operations to many global firms(5) Marketing globally also ensures that marketers have access to the toughest customers.1、Why should inditex introduce their online store country-by-country?Cost, advertising, time & space, Competitors--broader distribution(more order, P customer) 2、Why was inditex slow to embrace online sales when they are so tech-savvy in other ways? Risk(political, economic, immaturity customer behavior, cultural acceptance, environments 3、Why did inditex offer a zara application for apple inc,?Zara ---apple---common—SIASIA：strategy international alliance is a business relationship established by two or more companies to cooperate out of mutual need and share risk in achieving a common objective.SIAs are sought as a way to shore up weaknesses and increase competitive strengths.Firms enter into SIAs for several reasons:(1) opportunities for rapid expansion into new markets,(2) access to new technology, more efficient production and innovation(3) reduced marketing costs, strategic competitive moves(4) access to additional sources of products and capital(5) contribute nicely to profits.4、Briefly describe five opportunities for continued growth during the next five years for zara's parent. inditex, SAProduct ----consumer---brand----store----channel5、Why does zara develop in a rapid and successful way across the world?材料中有答案国际战略联盟（strategic international alliances ）是两家或两家以上企业为了相互需要、分担风险并实现共同目的而建立的一种合作关系。