复习大纲1

\\p227-228 案例SMART CAR
Questions for discussion:
1. What do you think of the market potential of the Smart car?
\\2. Is the Smart car an international or a global product? Do you agree with the European only launch? Why? Why not?
\
3. Identify target markets where you would introduce this car? What sequence of
countries would you recommend for the introduction?
\
4. How would you position the Smart car in the target markets?
5. Who are the Smart car’s major competitors?How are these products
differentiated?
6. Should the pricing, assuming that it would still be profitable, be reduced?
简答题
、
、1. What is positioning? What is the difference between high-tech positioning and high-touch positioning? P 202-204
2. Explain the differences among standardized marketing, concentrated marketing and differentiated marketing. P 201
3. Briefly list FIVE methods for global market segmentation. P 192-199
1.What six criteria should be assessed when evaluating potential
export markers?
Six criteria should be assessed (page 235): 1. Market Potential, 2.
Market Access, 3. Shipping Costs and Time, 4. Potential
Competition, 5. Service Requirements, and 6. Product Fit.
1.What is the difference between a product and a brand? p 331, 334
、、
2.What are the differences among a local, an international, and a
global product or brand? 、
、
3.What criteria should global marketers consider when making
product design decisions? P342
4.、、Briefly describe various combinations of product/communication
strategies available to global marketers. When is it appropriate
to use each?
、、、、、、、、、、、、
1.Identify some of the environmental influences on global pricing
decisions.
、
2.What is a transfer price? What is the difference, if any, between
a transfer price and a “regular” price? What are three methods
for determining transfer prices?
、
3.What are three alternative approaches to global pricing? 、
名词解释
Psychographic segmentation: grouping people in terms of their attitudes, values and lifestyle.
Geographic segmentation: dividing the world into geographic subsets.
Positioning : it is the location of your product in the mind of your customer.
Ethnocentric: home country is superior; sees similarities in foreign countries.
Polycentric: each host country is unique; sees differences in foreign countries.
International product；products are offered in multinational，regional markets.
Local product: products are available in a portion of a national market.
National products: products are offered in a single national market.
Dumping is the practice of selling goods in foreign markets at prices that are lower than the cost of production or lower than the home-country price.\\\\\\\
self-reference criterion: the unconscious reference to one's own cultural values.
Ch 2
判断题
mand Allocation Economic Systems Relies upon consumers to allocate resources. 、、
2.、Market Allocation Economic Systems decides which products to make. \
\
单项选择
1. The three types of economic systems are:
A.Capitalist, socialist and mixed.
B.Capitalist, socialist and planned
C.Capitalist,
D.
\\ch\ 3 、
\
判断题
\1. Cu\lture in\clud\es Conscious and unconscious values, ideas, attitudes, and symbols that shape human behaviour.\\
\2. Culture is learned, not innate,\All facets of culture are interrelated. \
\\3. For low context culture, less information is contained in the verbal part of the message. \
\\\4. For high context culture, words carry most of the information in communication. \
\5. Consumer goods are usually more sensitive to cultural diversity than industrial goods. \
\
\\1.United States, Switzerland, Germany are good example of
A. High-context culture
B. Low-context culture
C. Universal culture
D. Basic culture
2.Japan, Saudi Arabia are good example of
\A. High-context culture
B. Low-context culture
C. Universal culture
D. Basic culture
3. \According to Hofstede’s cultural typology, cultures of different nations can be compared in terms
of four dimensions, which of the following is Not one of them:
\A. Power distance
\B. Integration into groups
C. Masculinity
D. Self-actualization
CH 4.
判断题
1.Global marketing activities influenced by governmental institutions, political parties & organizations. \
2.A lower level of political risk tends to attract higher investments. \\
1.Code law is
A.Based on written norms (codices), supplemented by judicial decisions.
B.Rests on tradition and precedence stemming from past jurisdiction.
C.Supreme and independent political authority.
D.Is decision-making authority.
mon law is
\A. Based on written norms (codices), supplemented by judicial decisions.
\B. Rests on tradition and precedence stemming from past jurisdiction.
\C. Supreme and independent political authority.
\D. Is decision-making authority.
\\
Ch 6
判断题
1.Inadequate International Marketing Research Can Cause Costly Mistakes. \
2.Primary Data is \from sources that already exist - they have not been gathered for the specific\
research project.\\\
3.\\
1.Which of the following is NOT the method used for analyzing research data?
\A. Demand pattern analysis \
B. Income elasticity measurements \\
C. Market estimation by analogy \
D. Scanning
2.Which of the following is NOT the \tools used to collect primary market data?
\A. Survey research
B. Interviews
C. Search on-line databases
D. Focus group
Ch 7
判断题
1.Segmentation is the process of dividing the world market \into distinct subsets of customers
\that have similar needs. \
2.Geographic segmentation is based on attitudes, values and lifestyle. \\\\\\
3.Demographic segmentation focus on whether & how much people buy or use a product.
\\\\\\\\\\\\\\\\\\\\\\\\\\\\
\1. Which of the following is the criteria for global market segmentation?
A.Geographic segmentation \
B.\Demographic segmentation \
C. Psychographic segmentation \
D. All of the above \
\\\\\\\\\\\\
2, There are three basic categories of target marketing strategies, which of the following is NOT one of them
\A. Standardized global marketing
B. Concentrated global marketing
C. Differentiated global marketing
D. Skimming price marketing
Ch 8
判断题
1.Ethnocentric views each host country is unique; sees differences in foreign countries. \\\
2.Regiocentric views each host country is unique; sees differences in foreign countries. \
\
1.Which of following is NOT the market expansion strategies?
A.Narrow focus
B.Country focus
C. Product focus
D. Country diversification
2.Which market entry strategy involves highest risk?
\A. Export
B. Licensing
C Joint venture
D. Wholly owned subsidiaries
Ch 9
判断题
\1. Global strategic partnerships are frequently used to refer to linkages \between companies to jointly pursue a common goal.\ p 264
2. For strategic partners, participants remain independent following to the formation of
the alliance. P 264
1.
Ch 11
判断题
1.Products can be classified into consumer and industrial goods. \
2.\National products are offered in a portion of a national market. \
1.Which of the following is NOT the strategies for positioning products?
\A. Positioning by attribute or benefit
B. Positioning by quality
\C. Positioning by use/user
D. Positioning by product
\2. Which of he following products use high-tech positioning more effectively?
A.Personal computer
B.Flowers
C.Fragrances
D.Fashion
\
\ch 12
\1. Which of the following is not \one\the environmental influences on pricing decisons?\
\A. Currency fl\\ctuations
B. \Com\p\etit\iv\e behav\io\r
C. \G\o\vernmen\t c\ontrol and s\ubd\idies
D.、\pe\\netra\tion \pric\in\g
t
2.W\hich of the following is not the global pricing strategies?
\A. competitive pricing
B. Market skimming
C. Penetration pricing
D. Market holding
判断题
1.Gray market goods trademarked products that are exported form one country to another where
they are sold by unauthorized persons or organizations. \
2.Transftoer pricing refers to the pricing of goods and services bought and sold by operating units
or divisions of a single company. \
3.Cost-based transfer pricing is derived from the price required to be competitive in the
international market. \
Ch 13
判断题
1.Distribution channel can not be a source of competitive advantage. \
pany uses its own sales force or its own retail stores to distribute its ow goods. This strategy is \indirect involvement\. \
1.Which of the following is NOT the option a company can use\ to distribute industrial goods?
\A. Manufacturer’s sales forces
B. Distributor
C. Wholesaler
D. \Franchise operations 、、、。