Worksheet – Chapter 36: International Marketing | 第36章 国际市场营销练习

📚 Worksheet – Chapter 36: International Marketing | 第36章 国际市场营销练习

International marketing is a core A-Level Business topic that requires you to apply marketing principles across different countries while balancing global consistency with local responsiveness. This worksheet covers key definitions, market entry methods, marketing mix decisions and exam-style evaluation questions.

国际市场营销是 A-Level 商务的核心主题，要求你在不同国家运用营销原理，在全球一致性与本地响应之间取得平衡。本练习涵盖关键定义、市场进入方式、营销组合决策及考试风格评估题。

1. What International Marketing Means | 国际市场营销的含义

International marketing means planning and carrying out marketing activities across national borders to create exchanges that satisfy both customer needs and business objectives. It is wider than exporting because it involves making decisions about product, price, promotion and place in more than one country.

国际市场营销 是指跨越国界计划并实施营销活动，以创造既能满足顾客需求、又能实现企业目标的交换。它比单纯的出口更广泛，因为它涉及在多个国家对产品、价格、促销和渠道作出决策。

Global marketing is often used when a business treats the world as one market and sells the same product with the same marketing approach. However, in practice most international businesses use some degree of local adaptation. The term glocalisation combines global and local, meaning a global brand adapts selected elements to fit local markets.

全球营销 通常指企业将世界视为一个市场，用相同的产品和相同营销方式销售。但在实践中，大多数国际企业会进行某种程度的本地调整。全球本地化 结合了全球与本地，指全球品牌调整其某些元素以适应当地市场。

2. Standardisation vs Adaptation | 标准化与本土化

Standardisation means offering the same product and using the same marketing mix in every country. It can reduce unit costs, create a consistent brand image and simplify control from head office. Adaptation means modifying the product, promotion, price or place to meet local needs, regulations or incomes.

标准化意味着在每个国家提供相同的产品并使用相同的营销组合。它可以降低单位成本、建立一致的品牌形象，也便于总部控制。本土化意味着修改产品、促销、价格或渠道，以满足当地需求、法规或收入水平。

Most multinational companies use a compromise: they keep the core brand consistent while adapting packaging, flavours, sizes, pricing or advertising messages.

大多数跨国公司采用折中方案：保持核心品牌一致，同时调整包装、口味、规格、价格或广告信息。

3. Market Entry Methods | 市场进入方式

A business entering a foreign market must choose an entry method. The choice depends on cost, control, risk, local knowledge and speed of entry.

企业进入外国市场时必须选择进入方式。选择取决于成本、控制权、风险、本地知识和进入速度。

Exporting is selling goods made in the home country to overseas customers. It is low cost and low risk, but the firm has little control over overseas marketing and may face tariffs.

出口 是在本国生产商品并销售给海外客户。它成本低、风险低，但企业对海外营销的控制很少，而且可能面临关税。

Licensing allows a foreign firm to produce and sell the product under the brand name in return for a fee or royalty. It requires less investment, but the firm may lose some control over quality and brand image.

许可经营 允许外国公司以该品牌生产并销售产品，以换取费用或特许权使用费。它所需投资较少，但企业可能会失去对质量和品牌形象的部分控制。

Franchising is common in services such as fast food. The franchisee pays for the right to use the business model and brand. It enables rapid expansion, but the franchisor must monitor quality carefully.

特许经营 在快餐等服务行业很常见。特许经营商支付费用以获得使用商业模式和品牌的权利。它有助于快速扩张，但特许人必须仔细监控质量。

Joint ventures involve two or more businesses setting up a new company together, often with a local partner. They give access to local knowledge and share risk, but decision-making can be slow.

合资企业 是两家或多家企业共同设立新公司，通常与当地合作伙伴一起。它提供本地知识和风险分担，但决策可能较慢。

Foreign direct investment (FDI) means setting up a wholly owned subsidiary, factory or retail outlet in another country. It gives full control and potentially high profits, but it is the most expensive and risky entry mode.

外国直接投资 (FDI) 指在另一个国家设立全资子公司、工厂或零售店。它能获得完全控制权和潜在高利润，但这是最昂贵、风险最大的进入方式。

4. Product and Promotion Decisions | 产品与促销决策

Product decisions in international marketing include whether to

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