重庆工商大学期末复习资料国际市场营销Chapter 3(政治与法律环境)

[参考答案] creates both standardized and localized products.
试题 4
A fundamental difference between regular marketing and global marketing is the:
lack of marketing mix.
Chapter 3 练习题
一 单项选择题
试题 1
McDonald's serves McAloo Tikki Burger in India, McRice Burger in Malaysia, McOZ Burger in Australia, Kiwi Burger in New Zealand, and McHuevo Burger in Uruguay and McSamurai Burger in Thailand. These menu variations are examples of a:
试题 5
The former chairman of Nestlé recently told an interviewer: "We are food and beverages. We are not running bicycle shops. Even in food, we are not in all fields. There are certain areas we do not touch. Also, we have no soft drinks because I have said we either buy Coca-Cola or we leave it alone." What strategic marketing principle does the chairman's comment emphasize most specifically?
ethnocentric polycentric regiocentric technocentric. geocentric [试题解析] B,国家中心主义 ethnocentric 指主要关注国内市场，即使有国际业务，也是使用国内的方法开展 [参考答案] ethnocen succeeds in global marketing:
replacement of standard menu names with fancy names.
selection of menu items that can be sold eventually in U.S. markets.
[试题解析] A,标准化带来更低的成本，但可能不能适应当地需求，而当地化 localization-adaptation 可能反之，因此国际营销中企业总是面临着这两方面的平衡 [参考答案] combination of global and local marketing mix elements.
creates both standardized and localized products.
nurtures an ethnocentric management orientation.
uses localized products only
[试题解析] C，标准化带来更低的成本，但可能不能适应当地需求，而当地化 localization-adaptation 可能反之，因此国际营销中企业总是面临着这两方面的平衡
pursues a "one size fits all" strategy by creating identical products for homogeneous markets.
customizes special products for each world country or region.
customer value
competitive advantag
focus
myopia
policy of dealing only with Swiss businesses
[试题解析] C，企业资源有限，需要集中精力与资源在创造竞争优势的方面 [参考答案] focus
试题 6
The cell phone division of Toshiba prospered by doing business in the domestic market. When handset sales slowed, Atsutoshi Nishida, president of Toshiba noted, "We were thinking only about Japan. We really missed our chance." This statement is indicative of ________
试题 2
Nissan's earlier vehicles were difficult to start in many parts of the United States during the cold winter months. In northern Japan, it was customary for many car owners to put blankets over the hoods of their cars during winter months. Nissan's assumption was that Americans would do the same thing. This is an example of:
combination of global and local marketing mix elements.
reflection of failure of U.S. menu items in those countries.
deviation from successful marketing practices.
scope of activities.
lack of strategic planning.
focus on resources.
lack of communication.
[试题解析] B，Marketing discipline is universal but markets and customers are quite different，因此国际营销的范围更广，更复杂 [参考答案] scope of activities.