Chapter 1 The Scope and Challenge of International Marketing2. How can the increased interest in international marketing on the part of the U.S. firms be explained? 1)The U.S. market has reached saturation levels for many products, and increasing numbers of firms are faced with surpluses which must be sold. 2) many firms find that return on investment may be higher in foreign markets than in domestic markets. 3) more firms realize that tomorrows markets will be world markets and it is imperative to establish world market positions early.3. Discuss the four phases of international marketing involvement. The first phase is domestic firms which have no foreign business activity except those sales made to foreign customers who come directly to the firm. The second is domestic firms which have temporary surpluses which are sold abroad on an availability basis with no intention for continuing market representation. The third is the domestic firms that have permanent productive capacity which is used to produce goods which are sold on a continuing basis in foreign markets. The fourth is the international company that produces a product for the world market.4. Discuss the conditions that have led to the development of global markets. 1) new communications technology, travel and other factors led the world markets being aware of different products and processes. 2) Because of this awareness, each market thus had common needs for high quality, reasonably priced, standardized products. 3) There is a strong feeling that within ideas from the world affected the tastes and perceived needs of every country market4) There is a strong feeling that world markets are being driven toward a converging commonality of taste and needs leading toward global markets.5. Differentiate between a global company and a multinational company.A global company assumes countries have the same needs and designs a standardized, high quality, reasonably priced product for those markets it as if there are no differences among the country markets. A multinational company has a specific marketing plan and adapts products for each country market and think there are cultural differences among countries that require specific adaptations for those markets. 6. Differentiate among the three international marketing concepts. 见课件7. Discuss the three factors necessary to achieve global awareness.(1) objectivity; objective in assessing opportunities, evaluating potential, and responding to problems. Too often mistakes are made because companies are swept away with generalities and make investments only later to find out that their commitment or abilities were not sufficient to succeed, (2) tolerance toward cultural differences; tolerance is understanding cultural differences and accepting and working with others whose behavior may be different from yours, 3) knowledgeable; To be successful in international business and globally aware, a person needs to be knowledgeable of the enormous changes occurring throughout the world and the potential opportunities 8. Define and discuss the idea of global orientation.A global orientation means operating as if all the country markets in a companys scope of operations (including domestic market) are approachable as a single global market and to standardize the marketing mix where culturally feasible and cost effective or to adapt the marketing mix where culturally required and cost effective. A global orientation mean standardizing the components of the marketing mix where demand is similar and changing the marketing mix where there are significant cultural differences .Chapter 2:The Global Environment of International MarketingDiscussion Questions2. The Tokyo Round(会谈) of GATT has emphasized the reduction of nontariff barriers. How does the Uruguay(乌拉圭) Round differ? Nontariff barriers are all the restrictions imposed on the importation of goods by a host government with the exception of tariffs. Such things as standards, quotas, import licenses, countervailing duties, border taxes can be classified as nontariff barriers. Earlier rounds of negotiations by GATT members had been successful in reducing tariffs and the Tokyo Round focused on the reduction of nontariff barriers. The Tokyo Round start to address a number of nontariff barriers that have become more serious in recent years. Despite the success of these past rounds, high tariffs have not disappeared entirely and nontariff barriers are still widely used. There are also areas that, until now, GATT has not addressed such as services, intellectual property rights, and investment. Specifically, GATT negotiations in this round are to address key areas of importance in international trade which are not now under the scope of GATT rules. For example, GATT rules do not apply to the international trade of services which represent an increasing percentage of international trade flows. Similarly, GATT rules h