1、3Common law, The basis for common law is tradition, past practices, and legal precedents set by the courts through interpretations of statutes, legal legislation, and past rulingsCommon law seeks “interpretation through the past decisions of higher courts which interpret the same statutes or apply e
2、stablished and customary principles of law to a similar set of facts” Civil or code law,Code law is based on an all-inclusive system of written rules （codes） of law Islamic law Islamic law defines a complete system that prescribes specific patterns of social and economic behavior for all individuals
3、.4Global brand A global brand is defined as the worldwide use of a name, term, sign, symbol （visual and/or auditory）, design, or combination thereof intended to identify goods or services of one seller and to differentiate them from those of competitors5Politically sensitive productsPerceived to hav
4、e an effect on the environment, exchange rates, national and economic security, and the welfare of people 。Are publicly visible or subject to public debate 。6. Sales promotions Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness
5、 and cooperation。7.Cultureculture refers to “the human-made part of human environmentthe sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society”8. SubornationInvolves giving large sums of moneyfrequently not properl
6、y accounted fordesigned to entice an official to commit an illegal act on behalf of the one offering the bribe; involves breaking the lawLubrication Involves a relatively small sum of cash, a gift, or a service given to a low-ranking official in a country where such offerings are not prohibited by l
7、aw9. ConfiscationConfiscation, the most severe political risk, is the seizing of a companys assets without paymentExpropriationExpropriation is where the government seizes an investment, but some reimbursement for the assets is made; often the expropriated investment is nationalized to become a gove
8、rnment run entityDomestication Domestication occurs when the government mandates local ownership and greater national involvement in a foreign companys management10.Distribution process，The distribution process includes the physical handling and distribution of goods, the passage of ownership （title
9、）, and the buying and selling negotiations between producers and middlemen and between middlemen and customersDistribution structure Each country market has a distribution structure through which goods pass from producer to use，Within this structure are a variety of middlemen whose customary functio
10、ns, activities, and services reflect existing competition, market characteristics, tradition, and economic development 11. Country-of-origin effect （COE） Country-of-origin effect （COE） can be defined as any influence that the country of manufacture, assembly, or design has on a consumers positive or
11、 negative perception of a product。12. Price escalation Price escalation refers to the added costs incurred as a result of exporting products from one country to another13.M-time/ P-time M-time, or monochronic time, typifies most North Americans, Swiss, Germans, and Scandinavians P-time, or polychron
12、ic time, is more dominant in high-context cultures。P-time is characterized by multi-tasking and by “a great involvement with people”。14.Quality Quality can be defined on two dimensions: market-perceived quality andperformance quality。15. Integrated marketing communications （IMC）Integrated marketing
13、communications （IMC） comprises: advertising、sales promotions 、personal selling 、direct selling, and 、public relations二、翻译：1） SRC is an unconscious reference to ones own cultural values, experiences, and knowledge as a basis for decisions. （ self-reference criterion ）自我参照标准是指人们习惯于用自己的价值观、经历、知识来作为评判一件
14、事情的标准的无意识行为2） Ethnocentrism refers to the notion that ones own culture or company knows best how to do things. 民族优越感是一种相信自身种族或团体优于其他团体的行为3） P17 To be globally aware is to have tolerant of cultural differences, and knowledgeable of culture, history, world market potential, and global economic, social
15、 and political trends.树立全球意识就要包容不同的文化差异，对世界各地的文化、历史、市场潜力，全球经济、政治倾向都要有深刻的了解4） P71 We must not make value judgments as to whether or not cultural behavior is good or bad, better or worse. There is no culture right or wrong, just difference. 我们绝不能以某种文化行为的好坏、优劣作为价值判断标准，文化没有对错之说，只存在差异。5） P6E The rapid gr
16、owth of the World Trade Organization and regional free trade areas, e.g., NAFTA and the European Union; General acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe; Impact of the Internet and other global media on the dissolution of national bor
17、ders, and Managing global environmental resources.世界贸易组织和区域自由贸易区的快速发展，例如北美自由贸易协定、欧盟，在发展中国家、拉丁美洲、亚洲和中东普被遍接受的自由市场制度，在互联网和其它全球性的媒介的帮助下，逐渐瓦解了国家保护壁垒，管理起了全球环境资源。6） P123E American cultural is low-context, individualistic, low power distance, and obviously close to English. Bribery is less common and Americ
18、ans are monochronic time oriented, linguistically direct, foreground-focused, and they achieve efficiency through competition. Therefore the United States is categorized hereafter in the as an information-oriented culture. 美国文化是一种低调、崇尚个人主义、权力等级较小的文化，很明显的接近英国文化。美国人很少收受贿赂，日常时间安排很紧凑，交谈喜欢直言直语，直奔主题，他们通过竞
19、争来提高效率。因此，美国可以说是一个信息化的社会。7） P123E Japanese culture is high-context, collectivistic, high power distance, far from English, bribery is more common, polychronic （in part）, linguistically indirect, background-focused. Japanese culture achieves efficiency through reduction of transaction costs, and ther
20、efore is properly categorized as a relationship-oriented culture.日本文化是一种高调的、尊崇集体主义、权利等级森严的文化，与英国文化截然不同，收受贿赂也比较常见，局部还有小团体，他们说话比较含蓄，看重人的背景。日本人通过减少交易成本来提高效率，所以，日本可以说是一个关系导向的社会。8） Social institutions including family, religion, school, the media, government, and corporations all affect culture.社会机构，包括家庭
21、、宗教、学校、新闻媒体、政府、公司等都会影响到社会文化。9） P130E A change in government, whether by election or coup, does not always mean a change in the level of political risk. Conversely, radical changes in policies toward foreign business can occur in the most stable governments as well. 政府的变动，无论是通过选举还是政变，不代表每次都有一定水平的政治风险
22、。反过来，对外国公司来说，在最稳定的政权下，也有可能发生彻底的政策变动。10） P135E International firms face a variety of economic risks: such as exchange controls, local-content laws, import restrictions, tax controls, price controls and labor problems.跨国公司面临着一系列的经济风险，例如，外汇管制、当地法律、进口限制、税收控制，价格限制和劳务问题等。11） P135E Restraints on business a
23、ctivity may be imposed under the banner of national security to protect an infant industry, to conserve scarce foreign exchange, to raise revenue, or to retaliate against unfair trade practices, among a score of other real or imagined reasons.为了保护某种新兴工业，国家可能会对相应的商业活动加以约束，用以保存稀缺的外汇、增加收入或者抵制不正当竞争，或者为了
24、其它存在或不存在的原因。12） P164E Existing internet law is vague or does not completely cover such issues as the protection of domain names, taxes, jurisdiction in cross-border transactions, and contractual issues. The European Union, the U.S. and many other countries are drafting legislation to address the myr
25、iad legal questions not clearly addressed by current law 现有的互联网法律比较模糊或者没有完全涵盖如对域名、税收、跨境交易的管辖权、合同问题的的保护。欧盟、美国和其它许多国家正在起草一部有关现行法律没有明确界定的许多法律问题的新法律。13） P161E In Austria, premium offers, free gifts, or coupons are considered as cash discounts and are prohibited. Premium offers in Finland are allowed as
26、long as the word free is not used. French law permits sales only twice a year, in January and August. 在奥地利，商家溢价销售、免费礼品、或者提供优惠券都被视为现金折扣，是明令禁止的行为。在芬兰，在不打折扣时，溢价销售是可以的。法国法律规定，一年中只能在一月和八月做两次促销。14） P147E Under code law, the legal system is generally divided into three separate codes: Commercial, civil cod
27、e, and criminal.标准法律中，法律制度分为以下三个部分：商业法、民法典和刑法。15） P295E Advertising on television is strictly controlled in many countries, e.g., in Germany, for example, commercials must be spaced at least 20 minutes apart and total ad time may not exceed 12 minutes per hour. Commercial stations in the United King
28、dom are limited to 7 minutes per hour 电视广告在许多国家被严格控制，例如，在德国，相邻两个广告之间至少间隔20分钟，在每小时内广告时间不能超过12分钟，而在英国，商业电视台的广告被限定在每小时七分钟内。16） P333E The companys force is on the front line of a marketing organization. The role of marketers in both domestic and foreign markets is rapidly changing, along with the compos
29、ition of international managerial and sales forces. Such forces have many unique requirements that are being filled by expatriates, locals, third-country nationals, or a combination of the three. 公司的职能体现在第一线的营销组织中，营销人员在国内和国外的角色都随着公司国际管理和营销能力的构成在迅速改变着。这种职能的许多需求被外籍人士、当地人、第三国国民、或联合第三方满足了。17） M-time, or
30、 monochronic time, typifies most North Americans, Swiss, Germans, and Scandinavians.Most low-context cultures operate on M-time concentrating on one thing at a time. P-time, or polychronic time, is more dominant in high-context cultures.P-time is characterized by multi-tasking and by “a great involv
31、ement with people” .北美、瑞士、德国、斯堪的纳维亚都是典型的单向记时制的国家。大部分低调的国家都奉行单向记时制，他们做事情都是一件一件的完成。在高调的国家中，P-time则占主流地位，这些人喜欢让很多人同时进行多个任务。18） P24 Three different strategic orientations are found among managers of international marketing operations. Just as important are difficulties are associated international marketing as ancillary to the do
