市场营销英文题

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国际市场营销英文练习题库及答案

国际市场营销英⽂练习题库及答案1、Management with a geocentric orientation viewing the entire world as a potential market and striving to develop an integrated world market strategy、2、Marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitors do、3、Product concept is such an idea that consumers will favor products that offer the most quality performance and features, and that the organization should therefore devote its energy to making continuous product improvement、4、The production concept is such a philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency、5、The goal of differentiation principle is to create competitive advantage、6、What does global localization mean? Thinking globally and acting locally、7、EPRG Framework consists of Ethnocentric orientation, Polycentric orientation, Regiocentric Orientation, Geocentric Orientation、8、Three principles of marketing includes value principle, differentiation principle, focus principle、9、Which management philosophy holds that achieving organizational goals need to determine the needs and wants of target markets、Marketing concept, social marketing concept、10、Marketing is a social and manager process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others、√对1、European union is a kind of Economic Unions、2、Two or more countries agree to abolish all internal barriers to trade among themselves, Then they establish a Free trade areas、3、Power distance index (PPDI Refers to the extent to which the less powerful member of a society accept- even expect- that power is to be distributed uniquely、4、Lower middle income countries, also known as less developed countries/LDCs、5、Expropriation is a kind of political risk、6、High income countries also known as advanced industrialized postindustrial or first world countries、7、Self -reference criterion(SRC) refers to the unconscious reference to one's own cultural values、8、Market Allocation relies on consumers to allocate resources、9、Which of the following belongs to the most of delusion of equity control?Expropriation, Confiscaction, Nationalization, Creeping expropriation、10、In a high context country lawyers is less important , a person's word is his or her bond, responsibility for organizational error is taken by highest level, people breathe on each other、11、Sovereignty refers to the spring and independent political authority of a country、12、There are three types of economic systems, namely capitalist, sociologist, and mixed、13、There are four stages of market development, namely low income countries, lower middle income countries, upper middle income countries, and high income countries、14、Culture can be explained by ways of living built up by a group of human beings which are transmitted from one generation to another、15、Maslow's hierarchy of needs is a useful theory of human motivation that helps explain cultural universals、1、Segmentation is defined as the process of dividing the world market into distinct success of consumers that behave in thesame way or have similar needs、2、Demographic segmentation is dividing the world based on measurable characteristics of populations, such as age, gender, income, national income, education and occupation, etc、3、Behavior segmentation focus on whether people buy or use a product, how often and how much they use it、4、Targeting is the act of evaluating and comparing the identified segments in order to select one ormore of them as prospects with the highest potential、5、Differentiated global marketing entails targeting two or more distinct segments with different marketing mixes、6、Positioning is the location of a product in the mind of its customers,that is positioning is what happens in the mind of the customer、7、High-tech positioning is a kind of positioning strategy for products which are ppurchased on concrete product features; Bears already have processed or wish to acquire considerable technical Information、8、Core product consists of the core, problem solving benefits that consumers seek when they buy a product、9、Product life cycle is the cause of a product's sales and profits over its lifetime、10、Then company sells exactly the same product or service with the same advertising as used in the home country ,in some or all world market countries or segments, we say the company chooses a dual expansion strategy for global product expansion、11、Transfer pricing refers to the pricing of goods and services bought and sold by operating units or divisions of a single company、12、Price escalation is the increase in a product's price as transportation ,duty and distributor margins are added to the factory price、13、Distribution channel refers to an organized network of agencies and institutions which in combination perform all the activities required to link producers with users to accomplish the marketing task、14、The width of distribution channel is depending on the number of intermediaries in each level of channel、15、Promotion refers to all forms of communication used by organizations to inform ,remaind,explain, persuade, and influence the attitudes and buying behavior of customers and other persons、。

科特勒市场营销题库chapter 1

Principles of Marketing, 16e (Kotler)Chapter 1 Marketing: Creating Customer Value and Engagement1) Which of the following is NOT an accurate description of modern marketing?A) Marketing is the creation of value for customers.B) Marketing involves managing profitable customer relationships.C) Marketing emphasizes selling and advertising exclusively.D) Marketing involves satisfying customers' needs.E) Marketing is building value-laden exchange relationships with customers.Answer: CAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate2) According to management guru Peter Drucker, "The aim of marketing is to ________."A) maximize profits of the companyB) emphasize customer wants and not customer needsC) make selling unnecessaryD) fulfill unrealistic customer expectationsE) sell productsAnswer: CSkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Easy3) Marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through ________.A) research and developmentB) innovation and creativityC) manufacturing efficienciesD) value creation and exchangeE) sales and revenue creationAnswer: DAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate4) According to the five-step model of the marketing process, which of the following is the final step in creating value for customers?A) designing a customer-driven marketing strategyB) understanding the marketplace and customer needsC) constructing an integrated marketing program that delivers superior valueD) building profitable relationships and creating customer delightE) capturing value from customers to create profit and customer equityAnswer: DSkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate5) According to the five-step model of the marketing process, a company should ________ before designing a customer-driven marketing strategy.A) determine how to deliver superior value to customersB) build profitable relationships with customersC) use customer relationship management to create full partnerships with key customersD) understand the marketplace and customer needs and wantsE) construct an integrated marketing programAnswer: DSkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate6) Marketing is managing profitable customer relationships.Answer: TRUESkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Easy7) ________ are human needs that are shaped by culture and individual personality.A) NecessitiesB) WantsC) DemandsD) ValuesE) ExchangesAnswer: BSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy8) When backed by buying power, wants become ________.A) social needsB) demandsC) physical needsD) self-esteem needsE) exchangesAnswer: BSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy9) Greg Williams now has the buying power to purchase the desktop computer that he has wanted for the last six months. Greg's want now has become a(n) ________.A) needB) necessityC) demandD) exchangeE) transactionAnswer: CAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate10) A ________ is some combination of products, services, information, or experiences provided to consumers to satisfy a need or want.A) market offeringB) value propositionC) brand positioningD) market segmentE) market mixAnswer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy11) Which of the following terms refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs?A) vendor lock-inB) social loafingC) value propositionD) marketing myopiaE) conspicuous consumptionAnswer: DAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate12) When marketers set low expectations for a market offering, they run the risk of ________.A) disappointing loyal customersB) having to use an outside-in rather than an inside-out perspectiveC) failing to attract enough customersD) failing to understand their customers' needsE) incorrectly identifying a target marketAnswer: CSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy13) ________ is the act of obtaining a desired object from someone by offering something in return.A) ValuationB) ExchangeC) Market offeringD) ConfiscationE) DonationAnswer: BSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy14) A(n) ________ is the set of actual and potential buyers of a product or service.A) marketB) control groupC) subsidiaryD) focus groupE) audienceAnswer: ASkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy15) Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.A) positioningB) marketingC) outsourcingD) productionE) logisticsAnswer: BSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: EasyRefer to the scenario below to answer the following question(s).Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a cliff overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during summer, but then faced a tremendous downturn in business during winter. "But, given the established industries in the nearby towns, very little year-round competition, and our close proximity to Portland," Carol added, "I couldn't understand why seasonality had to hit Seagull Terrace so hard!"So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol's plan also involved a seasonal promotional gimmick—to be implemented from early winter to late spring—that would attract the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers—both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals."We still have a long way to go," Carol admitted. "Our delicatessen offers entrees that are a part of the local cuisine, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Carol then added, "Actually there are so many possibilities. With an indoor pool area, I will eventually offer weekend getaways throughout winter."16) Seagull Terrace offers its customers good accommodations, local delicacies, and amazing seaside views. The overall experience provided at the motel is a part of its ________.A) market offeringB) target marketC) market segmentD) product positioningE) marketing mixAnswer: AAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Challenging17) Human needs are shaped by culture and individual personality.Answer: FALSESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy18) The difference between human needs and wants is that needs are not created by marketers. Answer: TRUESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate19) When backed by buying power, needs become wants.Answer: FALSESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy20) Market offerings are limited to physical products.Answer: FALSESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy21) An experience such as a vacation can be defined as a market offering.Answer: TRUESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy22) When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia.Answer: FALSESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate23) A market is the set of actual and potential buyers of a product or service.Answer: TRUESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy24) What should sellers consider if they wish to avoid marketing myopia?Answer: Sellers should consider the particular benefits and experiences desired by their customers, and not just pay attention to the specific products they offer.AACSB: Application of knowledgeSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy25) You are a manufacturer of tents, sleeping bags, and outdoor cooking equipment. How might you go about creating brand experiences for your customers?Answer: Such manufacturers should focus on the benefits enjoyed through the use of their products, such as arrangements to visit great outdoor locations, chances for customers to enjoy with their families, and relive their memories of camping trips.AACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Challenging26) How do suppliers help companies like Walmart maintain consistently low prices? Answer: Walmart has been able to maintain its promise of providing low prices to its customers only because of its suppliers who provide merchandise at low costs. Walmart has developed and managed relationships with its suppliers.AACSB: Application of knowledgeSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate27) Briefly compare and contrast the concepts of needs, wants, and demands and provide examples to illustrate your answer. How do these three concepts relate to marketing practices? Answer: Human needs are states of felt deprivation. Needs are a basic part of the human makeup; they are not created by marketers. Humans have a basic physical need for food, clothing, warmth, and safety; a basic social need for belonging and affection; and a basic individual need for knowledge and self-expression. Wants are needs shaped by culture, society, and individual personality. For example, an American needs food but wants a Big Mac and a soft drink. Wants become demands when they are backed by consumers' buying power. For example, an American with ten dollars needs food, wants a Big Mac and soft drink, and demands lunch at McDonald's. Marketers conduct extensive research to understand customers' wants and demands. They then attempt to fulfill customers' wants and demands through their market offerings.AACSB: Written and oral communicationSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate28) Explain how and why marketers go beyond selling a product or service to create brand experiences.Answer: Sellers are most effective when they focus more on the benefits and experiences produced by their products and services than on the specific products and services themselves. Smart marketers focus on creating a brand experience, incorporating several products and services for their customers. By doing so, marketers hope to increase customer satisfaction. Satisfied customers buy again and tell others about their good experiences.AACSB: Written and oral communicationSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate29) The art and science of choosing target markets and building profitable relationships with them is called ________.A) marketing managementB) positioningC) marketing mixD) market offeringE) differentiationAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy30) Selecting which segments of a population to serve is called ________.A) market segmentationB) positioningC) customizationD) target marketingE) differentiationAnswer: DSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy31) Cathy's Clothes is a small yet successful retail chain that sells women's clothing and accessories with a focus on buyers who have relatively modest means. For this specific purpose, the firm has rolled out several marketing initiatives aimed at women of a specific demographic. This is an example of ________.A) ambush marketingB) social marketingC) societal marketingD) target marketingE) cause marketingAnswer: DAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Challenging32) An organic farmer has identified three distinct groups that might be interested in his products: vegetarians, health-conscious individuals, and people identified as trendsetters who try out new products in the market before others. These three groups are examples of ________.A) marketing mixesB) market segmentsC) value propositionsD) market offeringsE) marketing intermediariesAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Challenging33) Which of the following refers to a set of benefits that a company promises to deliver to customers to satisfy their needs?A) customer lock-inB) a cartelC) marketing mixD) value propositionE) market segmentationAnswer: DAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy34) Which of the following customer questions is answered by a company's value proposition?A) "Why should I buy your brand rather than a competitor's?"B) "What is your company's estimated customer equity?"C) "What are the costs involved in the production of your brand?"D) "What is the budget allocated by your company for research and development?"E) "What is the financial stability of your company?"Answer: AAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate35) Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain?A) production conceptB) product conceptC) selling conceptD) marketing conceptE) societal marketing conceptAnswer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy36) Which of the following marketing management concepts is most likely to lead to marketing myopia?A) customer-driven marketing conceptB) customer-driving marketing conceptC) societal marketing conceptD) marketing conceptE) product conceptAnswer: EAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy37) Which of the following statements is true of the production concept?A) It considers customer focus and value to be the paths to sales and profits.B) It follows the customer-centered sense-and-respond philosophy.C) It takes an outside-in perspective.D) It calls for sustainable marketing.E) It leads to companies focusing too narrowly on their own operations.Answer: ESkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate38) The ________ concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality, performance, and innovative features.A) productB) productionC) societal marketingD) marketingE) sellingAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy39) Which of the following is the aim of the product concept?A) improve the marketing of a firm's best productsB) market only those products with high customer appealC) focus on the target market and make products that meet those customers' demandsD) focus on making continuous product improvementsE) ensure that product promotion has the highest priorityAnswer: DAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate40) Henry Ford's philosophy was to perfect the Model T so that its cost could be reduced further for increased consumer affordability. This reflects the ________ concept.A) productB) productionC) sellingD) marketingE) societal marketingAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Challenging41) Railroads were once operated based on the thinking that users wanted trains that would offer the most in quality, performance, and innovative features. The railroad managing companies overlooked the fact that there could be other modes of transportation. This reflects the ________ concept.A) productB) productionC) sellingD) marketingE) societal marketingAnswer: AAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Challenging42) Which of the following statements is true of the selling concept?A) It requires minimum promotion efforts.B) It creates long-term, profitable customer relationships.C) It takes an outside-in perspective.D) It is typically practiced with unsought goods.E) It follows the customer-centered sense-and-respond philosophy.Answer: DAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate43) Which of the following marketing orientations calls for aggressive promotional efforts and focuses on creating transactions rather than long-term customer relationships?A) the marketing conceptB) the production conceptC) the product conceptD) the selling conceptE) the societal marketing conceptAnswer: DAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy44) Jolene's firm markets preplanning services for a mortician. She finds that most of her target market avoids discussing future funeral needs. She convinces people to invest in the firm's services through her large-scale promotional efforts. Jolene's firm most likely practices the________.A) production conceptB) marketing conceptC) selling conceptD) product conceptE) societal marketing conceptAnswer: CAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Challenging45) The selling concept is typically practiced ________.A) to balance consumers' wants, company's requirements, and the society's long-run interestsB) with products that offer the most in terms of quality, performance, and innovative featuresC) when the company focuses on building long-term customer relationshipsD) with goods that buyers normally do not think of buyingE) by customer-driven companiesAnswer: DAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate46) Which of the following marketing orientations holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do?A) the product conceptB) the production conceptC) the selling conceptD) the marketing conceptE) the societal marketing conceptAnswer: DAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy47) Which of the following uses a customer-centered "sense-and-respond" philosophy rather than a product-centered "make-and-sell" philosophy?A) market segmentationB) the production conceptC) the marketing conceptD) the inside-out perspectiveE) marketing myopiaAnswer: CAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy48) A firm that uses the selling concept takes a(n) ________ approach.A) outside-inB) niche marketingC) inside-outD) societal marketingE) customer-drivenAnswer: CAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy49) The marketing concept takes a(n) ________. It starts with a well-defined market, focuses on customer needs, and integrates all the marketing activities that affect customers.A) outside-in perspectiveB) product-centered make-and-sell philosophyC) inside-out perspectiveD) consumer-generated marketing approachE) telling-and-selling approachAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy50) Which of the following is a characteristic of customer-driven marketing?A) Companies understand customer needs even better than customers themselves do.B) Customers are unaware of their needs.C) Products are created that meet both existing and latent needs, now and in the future.D) Customers know what they want.E) Customers don't know what is possible.Answer: DAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate51) ________ marketing is practiced by an organization that understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future needs.A) Customer-drivenB) Customer-drivingC) AffinityD) SocietalE) AmbushAnswer: BAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy。

营销英语考试

1、市场细分：一个大的市场中一群独特的顾客A market segment is a distinct group of customers within a large market2、市场营销：为满足人们的需要、欲望、而组织市场进行交换的活动3、顾客价值：目标购买者能得到的所有利益的独特组合Customer value is the unique combination of benefits received by target buyers 4、生产观念核心思想就是凡是产品都能卖出去，因此生产观念关注的是生产而不是营销The central notion of the production concept is that products will sell themselves, so the major concern of business firms is production, not marketing5、使命：实际而具体的，并且反映市场环境的需要Missing：realistic and specific, and fit the market environment6、市场开发：将现有的产品介绍到新的细分市场的成长战略Market development is a growth strategy that introduces existing product to new market segment7、公司企业文化:公认的管理态度、价值、信念A company’s corporate culture : shared management attitudes、values、beliefs8、企业想要成功就必须要比他的竞争者提供更高的顾客价值、满意度To be successful, a company must provide greater customer value and satisfaction than its competitors9、文化包含在一群类似的人中间代代相传的理念态度Culture incorporates the set of values, ideas ,and attitudes of a homogeneous group of people that are transmitted from one generation to the next.10、了解目标市场的购买行为，是营销经理们的主要任务Understanding the buying behavior of the target market is the essential task of marketing managers11、文化决定人们的愿望，行为的最根本因素Culture is the most fundamental determinant of a person’s wants and behavior12、人们在一生中不断改变他们对产品和服务的选择People change the goods and services they buy over their lifetime.13、一个人的职业也会影响他对产品和服务的购买A person ’s consumption pattern is also influenced by his or her occupation14、在美国政府市场由联邦政府、州、县地方政府构成Government markets in America are made up of federal, state, county, and local governments 15、组织机构采购者比个人消费者下的订单要大很多Organizational buyers tend to place larger orders than consumers do.16、企业要想取得成功，必须要比原来更加迅速的开发销售新型产品To be successful, companies must develop and market new products more quickly than ever before17、销售观念：从工厂出发的，专注于公司现有的产品18、包括制造商、包括最终消费者和至少一层中间商的分销渠道交间接分销19、市场由购买者组成，而购买者在某些方面或多或少存在差异Markets consist of buyers, and buyers differ in one or more ways20、市场可被组合为产品非用户，潜在用于，以前用户，首次用户和经常用户Market can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product21、市场还可以根据消费者忠诚进行细分A market can also be segmented by consumer loyalty.22、消费品是指最终消费者购买并用于个人消费的用品Consumer goods are those bought by final consumers for personal consumption23、营销商为其产品建立品牌，以便于竞争对手的产品区分开来Marketers brand their product to differentiate them from competitors .Maslow Theory of motivation: physiological needs, safety needs, social needs, esteem needs, and self-actualization needs、Three tools used in research are the marketing information system, decision support systems, and the research project.。

市场营销英语试题

一、 T r a n s l a t e t h e f o l l o w i n g p h r a s es i n t o C h i n e s e ( 1 5分)1． Distribution channel2． Marketing environment3． Target customer4． Natural resource5． Sustainable development6． Annual report7． Well-recognized8．Company’s image9． New alternative10． Target market11． Respondent12． Brand positioning13． Product origin14． Final consumer15． On-line shopping二、 Translate the words into English(15 分)1．市场细分2．检盘问卷3．年度收入4．生产线5．品牌忠诚度6．第一手数据7．周年特卖8．绿色营销9．销售时机10．主流购置者11．成本订价12．市场据有率13．实体产品14．销售促使15．公共关系三、 Translate the sentences into Chinese(40 分)1、 Advertising objectives should be realistic, precise, measurable and consistent withthe organization ’ s overall marketing objectives.2、 The core beliefs and values people hold in a given society are hard to change.3、 Marketing is a process of finding out the needs and wants of the market then designing products or services to satisfy these needs and wants.4、 The marketing environment refers to any outside factors and conditions related to themarketing activities of an organization.5、 Market research is the systematic collection,analysis and reporting of data to aid marketing decision making.6、 The segments you choose to serve are your Target Markets.7、Ｇ reen marketing consists of all activities designed to generate and facilitate any exchange intended to satisfy human needs and wants..8、 Direct channel means that you sell your products or services directly to the final userswithout involving any wholesaler, retailer, broker or agent.四、 Choose the suitable words to complete the sentences and fill the word in the blank.(10 分 )order, cost, enquire, free, dimensions, charge, guarantee1.Good morning. I'm phoning to ____about your personal computers.2.You asked about the ___. They are meters wide, and...3.You're in our _ __ delivery area, so there'll be no extra __ for delivery.4.We ___ delivery within two weeks after you place an ___.5.It __ us $ to make one unit, but we only ___you $6.五、 Reading comprehension （20 分）The home computer industry has been growing rapidly in the United States for the lastten years. Computers used to be large, expensive machines that were very difficult to use.But scientists and technicians have been making them smaller and cheaper while at the same time they have been made easier to use. As a result, their popularity has been increasing as more people have been buying computers for their homes and businesses. Computers have been designed to store information and compute problems that are difficult for human beings to work out. Some have voices that speak with the operators. Stores use computers tokeep records of theinventories(库存货物 ) and to send bills to their customers. Offices usecomputers to copy letters, record business and keep in touch with other offices. Peoplehave been using computers in their homes to keep track of the money they spend.One important new use for computers is for entertainment . Many new games have been des igned to be played on the computers. People of all ages have been playing these games, People also have been buying home computers to play computer games, watch movies and listen to concerts at home. They have become very popular indeed.puters used to _____.A. work rapidlyB. be large and expensiveC. be easy to useD. be used for fun2.In recent years, computers are being made ______.A. larger and more expensiveB. smaller and cheaperC. more difficult to useD. to work more slowly3.Home computers can be used for ______.A.writing lettersB. playing gamesC. doing businessD. all of the above4.Salesmen use computers mainly to ______.A.check the list of goods and materials that are kept in the store houseB.play games for pleasureC.talk with their friendsD.write letters5.The best title for the passage would be _______.A. New Uses For ComputersB. The Popularity of Home ComputersC.The Home Computer Industry D. Computers At Home6、Please match the English words in Column A with its means in Column BＡＢpopularity compute records entertainment tracka diversion that holds the attentionthe quality of being widely admired or accepted or sought after a line or route along which something travels or movescalculateanything providing permanent evidence of or information about pastevents。

国际市场营销习题答案

Answer the foll owing questions based on your case study:1\ Describe the difference between ethnocentric【本国中心主义】, polycentric【多国中心主义】, regiocentric【地区中心】, and geocentric【全球中心】management orientations. 说明本国中心主义、多国中心主义、地区中心和全球中心的管理取向/经营方向的区别Ethnocentric：Home country is Superior, sees Similarities in foreign Countries Polycentric: Each host country Is Unique, sees differences In foreign countries Regiocentric: Sees similarities and differences in a worl d Region; is ethnocentric or polycentric in its view of the rest of the worldGeocentric:World view, sees Similarities and Differences in home And host countries2\ What are the basic reasons of gl obal marketing? What , in your view, what are the key reasons of your company? Briefly introduction your com pany’s gl obal marketing performance and result.。

2 什么是全球市场营销的根本原因？什么，在您看来，贵公司的关键原因是什么？简要介绍贵公司的全球市场的表现和结果。

市场营销原理题库1(ch1-ch4_with_answer) (2)

Ch1-Ch4Question PoolMULTIPLE CHOICE.Choose the one alternative that best completes the statement or answers the question.1)Marketin g seeks to create and manage profitable customer relationships by delivering ________to customers.1)_______A)superior promotionB)superior serviceC) competitive pricesD)superior valueE)product assortment2)You have learned at work that today's successful companies at all levels have one thing in common:they are strongly customer focused and heavily committed to________.2)_______A)marketingB)social responsibilityC)increasing wealth to stockholdersD)employee motivationE)obtaining the best CEOs3)The twofold goal of marketing is to attract new customers by promising superior value and to________.3)_______A)keep and grow current customers by delivering competitive pricingB)keep and grow current customers by delivering satisfactionC)keep and grow current customers by delivering friendly serviceD)keep and grow current customers by delivering vast product assortmentE)all of the above4)You have learned from experience as well as from this course that the m ost basicconcept underlying marketing is that of________. 4)_______A)human needsB)fulfilling consumer wantsC)customer satisfactionD)selling and advertisingE)retaining customers5)What do compani es call a set of benefits that they promise to consumers to satisfy their needs?5)_______A) marketing offerB)demand satisfactionC)value propositionD)evoked setE)need proposition6)We must learn a valuable lesson in marketing.Many sellers make the mistake of paying more attention to the specific products they offer than to the________ produced by those products.6)_______A)benefitsB)value satisfactionC) experiencesD)customer loyaltyE)benefits and experiences7)Marketin g consists of actions taken to build and maintain desirable________with target audiences involving a product,service,idea,or other object.7)_______exchange processesB)exchange privilegesC)exchange communicationD)exchange transactionsE)exchange relationships8)The federal governm ent finds it necessary at times to limit demand by reducing the number of customers or to shift their demand temporarily or permanently. Name the term for this type of action.8)_______A) integrationB) debuggingC) demarketingD)gray marketingE) deregulation9)The five alternati ve concepts under which organizations conduct their marketing activities include the production,________,selling,marketing,and societal marketing concepts.9)_______A) pricingB) promotionC) distributionD) productE) demarketing10)To practice the marketing concept,an organization must deliver the________better than competitors.10)______A) convenient packagingattractive pricesC)level of serviceD) advertising campaignE)desired satisfactions11)Now many companies are beginning to think of________interests as well as their own customers'needs.11)______A) competitors'B) society'sC) lenders'D) investors'E) stockholders'12)Compani es today face some new marketing realities that mean there are fewer customers to go around.Changing demographics,________,and overcapacity in many industries are great concerns.12)______A)slowing incomesB)higher unemploymentC)more sophisticated competitorsD)9/11E)increased technology13)Custome rs buy from stores and firms that offer the highest________.13)______A)customer perceived valueB)value for the dollarC)level of customer satisfactionD)both B and CE) company image14)Because customer s tend to act on perceived values,they often do not judge product values and costs________.14)______A)oftenB)reliablyC) accurately or objectivelyD) accuratelyE) objectively15)By supplyin g customers with special equipment or computer linkages that help them manage their orders,payroll,or inventory,a business marketer would be building customer relationships by adding________.15)______A)greater customer serviceB)structural tiesC)partnership marketingD)value-added servicesE)none of the above16)When your firm practices developing and maintaining a strategic fit between your organization's goals and capabilities,it is forming a(n)________.16)______A) operating planB)short-term purposeC)values statementD) strategic planE)mission statement17)Marketin g planning at your firm occurs at what levels?17)______A)business unit;product;marketB)business unit;marketC)business unit;productD)product;marketE)business unit;financial unit;market18)Your text pointed out that mission statements should be both________and spe cific.18)______A)unachievableB)realisticC)long termD)value ladenE)short term19)Successf ul organizations base their missions on their________.19)______A)strategic plansB)value propositionsC)long-term goalsD)values statementsE)distinctive competencies20)the collection of businesses and products that make up the company?What dowe call20)______A)business portfolioB) investment diversityC) departmentsD)needs inventoryE)none of the above21)The firm you work for has decided to use the Boston Consulting Group's(BCG's) approach to classify its business units.Upon what is the approach based?21)______A)most profitable unitsB)customer satisfactionC)customer retentionD)cost-benefitsE)growth-share matrix22)Now that your employer has classified his SBUs,the next step to take in using the BCG approach is to determine________.22)______A)the three-year budgetB)the profit centerC)the tactical planD)what role each will play in the futureE)none of the above23)Accordin g to your text,some companies are using all of the following in their strategic planning except one.Choose it.23)______A)cross-function al teams of managersB)suppliersC)customersD)company philosophyE)employee teams24)Which of the following explain(s)why a firm might want to abandon products?24)______A)The products may have become less profitable.B)The firm may have entered areas where it lacks experience.C)The firm may have grown too fast.D)The market environment might have changed.E)All of the above.25)A company 's value chain is successful when each department adds________for customers and________other departments.25)______A)satisfaction;coordinates withB)value;coordinates withC)value;shares budgets withD)efficiency;differentiates amongE)value;strengthens26)Generall y speaking,most companies today cannot profitably serve________.26)______A)all foreign marketsB)all consumers in a given market segmentC)all consumers in a given marketD)both A and CE)none of the above27)Banking,airline,and retailing services are properly termed________.27)______A) accessoriesB)service productsC)adjunct productsD)service encountersE) products28)A concern with the four Ps is that it takes the________view and not the________ view.28)______A) traditional;modernB)seller's;buyer'sC) broad;narrowD)buyer's;seller'sE) domestic;global29)A major tool for strategic control is a________,which is a comprehensive,systematic,independent,and periodic examination of a company's environment, objectives,strategies,and activities to determine problem areas andopportunities.29)______A)marketing auditB)marketing mix strategyC)business planD)marketing analysisE)marketing plan30)Which of the following is NOT true about mission statements?30)______A)They should be motivating.B)They should be realistic.C)They should be broad,generic statements.D)They should be based on distinctive competencies.E)They should fit the market environment.31)The most commercially influential demographic group in history is________.31)______A)baby boomersB)infantsC)generation YD)seniorsE)generation X32)All of the groups within a company are called the________.32)______A)diversityB)internal environmentC)cultureD)rangeE)climate33)Banks, credit compani es,insurance companies,and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as________.33)______A)physical distribution firmsB)wholesalersC)marketing service agenciesD)financial intermediariesE)resellers34)A consume r organization,environmental group,or minority group have challenged your firm's stand on a local issue.This is the________public.34)______A) generalB) localC) mediaD) citizen-actionE) government35)Defining people by their birth date may be less effective than segmenting them by their ________or________.35)______A)lifestyle;occupationB)income;occupationC)lifestyle;life stageD)gender;sexual preferenceE)occupation;life stage36)________households are now growing faster than________households.36)______A)Large;traditionalB)Traditional;nontraditionalC)Nontraditiona l;smallerD)Male-dominan t;female-dominantE)Nontraditiona l;traditional37)Within given regions,the population is moving from large cities to________.37)______foreign countriesB)farming communitiesC)coastal townsD)rural areasE)suburbs38)The________environment consists of factors that affect consumer purchasing power and spending patterns.38)______A)political-legalB)technologicalC)naturalD)social-culturalE)economic39)Find the group of expenses that use up most household income.39)______A)housing,insurance,taxesB)food,housing,transportationC)housing,taxes,transportationD)food,housing,retirement planningE)food,travel,electronics40)One ofthe majorconcerns for marketers about the natural environment is the________.40)______A)increases in recyclingB)offshore oil explorationC)shortages of raw materialsnumber of protestors against misuseE)none of the above41)As a marketer of pesticides,you should be concerned about all of the following natural environment trends mentioned in your text except________.41)______A)increased pollutionB)increased government interventionC)increased acid rainD)government subsidiesE)shortages of raw materials42)Which of the following represents the most dramatic force shaping a marketer's destiny?42)______A)partnership marketingB)technological environmentC)legal-political environmentD)deregulationE)natural environment43)The recent rash of business scandals and increased concerns about the environment have created fresh interest in the issues of________and________.43)______A)promotion;pricingB)finances;employee discriminationC)management ethics;insider tradingD)ethics;social responsibilityE)ethics;promotion responsibility44)Marketers must understand that a society's core beliefs and values have a highdegree of________.44)______A) persistenceB) ethnocentrismC) rigidityD) conformityE) similarity45)Marketer s can take________by taking aggressive action to affect the publics and forces in their marketing environments.45)______A)a relationship building perspectiveB)an environmental perspectiveC)a proactive stanceD)a natural perspectiveE)a natural management perspective46)Despite the data glut that marketing managers receive,they frequently complain that they lack________.46)______A)accurate and reliable informationB)timely informationC)quality informationD)valid informationE)enough information of the right kind47)Your firm has just developed its first successful MIS.It interacts with information users to assess information needs,develop needed information,________the marketing information,and help managers use it in their decisionmaking.47)______retrieveB) collectC) validateD) storeE) distribute48)Marketer s must weigh carefully the costs of additional information against the________ resulting from it.48)______A) costB) benefitsC) rewardsD) usesE) knowledge49)This systemat ic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful.What is it called?49)______A)marketing intelligenceB)Web MasterC)sales and sales managementD)marketing dataE)secondary data50)Which of the steps in the marketing research process has been left out:defining the problems and research objectives,implementing the research plan,and interpreting and reporting the findings?50)______A)developing the research budgetchoosing the research methodC)choosing the research agencyD)comparing and contrasting primary and secondary data E)developing the research plan51)The objective of________research is to gather preliminary information that will help define the problem and suggest hypotheses.51)______A)descriptive and exploratoryB)descriptiveC)causalD)correctiveE)exploratory52)The way to begin marketing research is to gather secondary data,which consists of information________.52)______A)that already exists somewhereB)that does not currently exist in an organized formC)that already exists somewhere,having been collected for another purpose D)that the researcher can obtain through surveys and observation E)used by competition53)This method of research can obtain information that people are unwilling or unable to provide.53)______A)focus groupsB)personal interviewsC)fax surveysD)questionnairesE)observation54)All of thefollowing are disadvantages of telephone interviewing except one.Which one?54)______A)interviewers tend to interpret answers similarlyB)introduces interviewer biasC)under time pressures some interviewers might cheatD)higher cost than mail questionnairesE)A and D55)Currentl y you find yourself involved in marketing research.The form you are using is flexible,allows explanation of difficult questions,and lends itself to showing products and advertisements.What is this form of research?55)______A)online interviewingB)mall interceptsC)vision phone interviewingD)personal interviewingE)none of the above56)Samplin g requires the answers to three questions.Choose the inappropriate one.56)______A)How many people should be surveyed(what sample size)?B)Who is to be sampled(what sampling unit)?C)How should the people be chosen(what sampling method)?D)Why should they be sampled(justification)?E)None of the above.57)Research ers interpret and report findings to their managers.What might be a typical problem the researcher might encounter when discussing the findings?57)______A)Managers may accept results that support their preconceived notions.B)Managers may interpret the findings differently.C)Managers may be biased.D)Managers may not believe the findings.E)All of the above.58)When manager s use small convenience samples such as asking customers what theythink or inviting a small group out to lunch to get reactions,they areusing________.58)______A)focus groupsB)informal surveysC) marketing intelligenceD) experimentsE) observation59)Choose the statement that is not a typical consumer reaction to intrusion on consumer privacy.59)______A)Marketers use this information to manipulate our buying.B)Marketers build huge databases full of personal information.C)Sophisticated researchers probe our deepest feelings.D)Marketers make too many products and services available蕌it's confusing.E)None of the above.60)Which of the following statements is NOT true regarding information collected by marketers?60)______A)Most managers do not need more information.B)Many managers are burdened by data overload.C)Managers lack information of the right kind.D)Managers have the right information and they have enough of it.E)Most managers need better information.TRUE/FALSE.Write'T'if the statement is true and'F'if the statement is false.61)A thorough definitio n of marketing tells us that it is a business and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.61)______62)The differenc e between human needs and wants is that needs are states of felt deprivation.62)______63)Custome r value in relation to a purchase depends on how well the product's performance lives up to the customer's expectations.63)______64)Marketin g management is interested in serving all customers in every way to remain competitive in today's markets.64)______65)The societal marketing concept questions whether the pure marketing conceptoverlooks possible conflicts between consumer short-run and long-runwelfare.65)______66)A smart company tries to delight customers by promising more than it can deliver and delivering more than it promises.66)______67)In order to build relationships with key customers,firms should add financial and social benefits to customer purchases.67)______68)The marketin g mix includes production,price,promotion,and packaging;this is known as the four Ps of marketing.68)______69)A company with many low-margin customers may seek to develop full partnerships with them;a company with few high-margin customers may seek to develop basic relationships with them.69)______70)With selective relationship management,companies use customer profitability analysis to eliminate losing customers and target winning ones.70)______71)When your organization is involved in the task of selecting an overall companystrategy for long-run survival and growth,it is conducting strategicplanning.71)______72)Mission statements should be realistic and general in nature.72)______73)The major activity in strategic planning is strategic business unit planning,whereby management evaluates the products and businesses makingupthecompany.73)______74)When an organizat ion identifies and develops new markets for its current products and services,it is engaged in market development.74)______75)When a firm finds products or businesses that no longer fit its overall strategy,it must carefully prune,harvest,or merge them.75)______76)In today's marketplace,competition takes place between individual competitorsrather than between the entire value-delivery networks created by thesecompetitors.76)______77)Market positioni ng is a strong strategy to develop.The company first identifies possible competitive advantages upon which to build the position.77)______78)A firmthatorganizes by specialist departments is called a divisional organization.78)______79)A marketin g audit is actually a thorough examination of a company's performance, problems areas,and opportunities.79)______80)Today's marketer s must be good at building relationships in order to connect effectively with customers,others in the company,and external partners.80)______81)The microenv ironment consists of larger societal forces that affect themicroenvironment,such as demographic,economic,political,andculturalforces.81)______82)Today's marketer s recognize the importance of working with their intermediaries aschannels through which they sell their products rather than as merepartners.82)______83)The reason the demographic environment is of major interest to marketers is because it involves people,and people make up markets.83)______84)The significa nt trends in the natural environment include shortages of raw materials, increased pollution,and decreased government intervention.84)______85)Significa nt reasons for business legislation to be enacted include protecting the interests of society,protecting consumers,and protecting companies from each other.85)______86)The differenc e in the cultural environment between core values and beliefs and secondary values and beliefs is that the former are more open to change.86)______87)Environ mental concerns have been on the decline in the past decade;more government legislation and the green movement may be the cause of this trend.87)______88)Most marketer s today believe they still lack a sufficient quantity of research data to make high-quality decisions.88)______89)Today, marketin g managers are viewing research information not only as an input for making internal decisions but also as an input for external partners.89)______90)You have just extracted sales and cost data used by the accounting department for preparing financial statements.Most likely,this information should be complete and in useable form to build an internal marketing database.90)______91)After carefully questioning your major suppliers and resellers,you ascertain they donot form important sources of intelligence information for marketingdecisionmaking.91)______92)Marketin g research is conducted to systematically design,collect,and report datadirectly relevant to a specific marketing situation facing theorganization.92)______93)Once the research problems and objectives have been defined,researchers must determine the exact information needed and present it to management.93)______94)Secondar y data provide good starting points and often help to define problems and research objectives,though most companies must also collect primarydata.94)______95)A single-so urce data system uses huge consumer panels and electronically monitors survey respondents'purchases and exposure to various marketing activities.95)______96)Ideally,a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population.96)______97)After conducti ng formal marketing research for your department,you make an oral presentation with notes to management.You are following normal marketing research steps.97)______98)Your manager asked you to go through three of your competitors'garbage bins to gather marketing intelligence from their discarded paperwork.One of them caught you in the act and has summoned you to court.The judge will most likely rule this to be an illegal activity and fine you and your company.98)______99)Marketer s all agree that questionnaires are the most common research instrument.99)______100)You want to calculate confidence limits for sampling error.It would be best to use nonprobability samples.100) _____1)D2)A3)B4)A5)C6)E7)E8)C9)D10)E 11)B12)C13)A14)C15)B16)D17)A18)B19)E20)A 21)E22)D23)E24)D25)B26)C27)B28)B29)A30)C 31)A32)B33)D34)D35)C36)E37)E38)E39)B40)C 41)D42)B43)D44)A45)C46)E47)E48)B49)A50)E 51)E52)C53)E54)A55)D56)D57)E58)B59)D60)D 61)FALSE62)TRUE63)FALSE64)FALSE65)TRUE66)FALSE67)TRUE68)FALSE69)FALSE70)TRUE71)TRUE72)FALSE73)FALSE74)TRUE75)FALSE76)FALSE77)TRUE78)FALSE79)TRUE80)TRUE81)FALSE82)FALSE83)TRUE84)FALSE85)TRUE86)FALSE87)FALSE88)FALSE89)TRUE90)FALSE91)FALSE92)FALSE93)FALSE94)TRUE95)TRUE96)TRUE97)FALSE98)FALSE99)TRUE100)FALSE。

市场营销英文版练习题multiple choice exercise

1. A Cash Cow is(a) a product which generates a significant amount of profit for a company.(b) a product with a high market share, and a high rate of growth.(c) a product with a low market share and a low rate of growth.(d) a product which generates a significant amount of money for a company.2. A product life cycle(a) shows how a products sales or profits, depending on the units used, may rise and fall over its life.(b) tells you how long a product will sell for and make a profit.(c) is divided into three stages.(d) shows how profitable a product will be.3. All of the following are roles of wholesalers , except(a) breaking bulk.(b) sharing the risk of new products with the manufacturer.(c) servicing the needs of small customers.(d) selling directly to consumers.4. The demand for a product varies with all of the following except(a) the income of prospective customers.(b) its price.(c) the costs of production.(d) The amount of successful advertising expenditure.5. The price elasticity of demand for a product tells you(a) how sensitive price is to changes in demand.(b) how sensitive the demand for a product is to changes in the products price.(c) How demand changes with changes in the prices of competitors goods.(d) how sensitive demand is to changes in the costs of production.6. Market share tells you(a) how well a firm is doing. （It can have a large share of a small, old market and be doing badly.）(b) how much power a firm has in a market.(c) how many firms there are in a particular market.(d) how big a market is.7. Market segmentation is done by firms for all of the following reasons, except(a) to increase market share.(b) to assist new product development.(c) so that they can develop multi-purpose advertising campaigns.(d) to extend products into new markets.8. In the marketing mix what is meant by the term 'place'?(a) The process of getting products to the places where customers can buy them.(b) Recognising that consumers change their tastes over a period of time.(c) The building-in of reliability to a product.(d) Launching a new product that extends the product range.9. The Boston Matrix is a visual presentation, or model, which(a) shows if a product is likely to be a success or not.(b) allows firms to classify their products according to their market share and the growth rate(c) The building-in of reliability to a product.(d) Launching a new product that extends the product range.10. A 'Star' is(a) A product with a high market share and a high rate of growth.(b) A product with a low market share and a low rate of growth.(c) A product with a high market share but a low rate of growth.(d) A product with a low market share but a high rate of growth.11. Market share can be measured by(a) counting the number of customers there are in a market, and for a particular firm within it.(b) comparing the sales value for a company with the total unit sales for the whole market.(c) comparing the sales value for a company with the total sales value for the whole market.(d) comparing the number of outlets a firm has with the total number of outlets within the market.12. All of the following are extension strategies for a product, except(a) finding new uses for the product.(b) encouraging more frequent use and purchase of the product.(c) developing new markets for the product.(d) repackaging the product.13. 'We should have referred to the Boston matrix exercise we carried out.' Who or what is the Boston Matrix?(a) A mathematical exercise that puts data into a series of boxes.(b) A management tool that allows firms to classify their products according to their market share and the growth of the industry.(c) The feedback that comes from a survey.(d) Research conducted by using publications that are available on a subject.14. Giving retailer an incentive to sell your product/service is the responsibility of which marketing mix?A. Promotion.B. Product.C. Price.D. Place.15. Public Relations is managed by which marketing mix?A. Product.B. Place.C. Promotion.D. Price.16. Which is the most likely marketing mix you would use if you wanted to increase your product’s market share?A. Place.B. Promotion.C. Pricing.D. Product.17. The stages of the product life cycle are______.A. Maturity, Saturation, Introduction, DeclineB. Beginning, Introduction, Growth, Maturity, DeclineC Introduction, Growth, Maturity, Decline D. Maturity, Saturation, Growth, Decline18. Positioning refers to______.A. how products are viewed on the shelfB. how consumers perceive the productC. your product compared to your competitorsD. how competitors perceive the product19. The ____ consists of all the forces close to a company that affect its ability to serve its customers.a. macroenvironmentb. organizational environmentc. microenvironmentd. marketing environment20. The difference between the values the customer gains from owning and using a product and the cost of obtaining the product is:a. customer satisfactionb. relationship marketingc. needs marketingd. customer value21. The most basic concept underlying marketing is:a. producing goods of high qualityb. developing distribution networksc. identification of consumer needsd. development of effective promotional programs22. ____ distribution is appropriate for low-cost, frequently-purchased items like soft drinks.a. Selectiveb. Exclusivec. Intensived. Pervasive23. Which of the following is NOT a part of the company’s macroenvironment?a. Natural forcesb. Economic forces d. Technological innovations d. Marketing intermediaries24. A business has a 75 percent share of a low-growth industry. According to the Boston Consulting Group growth-share matrix, such a business is a:a. dogb. cash cowc. stard. question mark25. The most fundamental level of a product is the ____.a. core benefitb. product unitc. augmented productd. total concept of the product26. According to the BCG growth-share matrix, which types of strategic business units often need heavy investment to finance their rapid growth?a. starsb. dogsc. question marksd. cash cows28. What is marketing?A. Setting up a market stall.B. Buying as many products as you can.C. Selling as many products as possible.D. Identifying and satisfying consumer needs and wants.29. Which magazine would you use to advertise a new weatherproof coat?A. Mountain BikerB. TV TimesC. Smash HitsD. Woman30. Identify the major components of the microenvironment.A. company, suppliers, intermediaries, customer markets, competitors, and political forcesB. company, suppliers, intermediaries, customer markets, competitors, and social forcesC. company, suppliers, intermediaries, customer markets, competitors, and cultural forcesD. company, suppliers, intermediaries, customer markets, competitors, and publics31. Design is a______.A. place decisionB. pricing decisionC. product decisionD. promotion decision32. Which one of the 4Ps is responsible for Direct Mail?A. Product.B. Price.C. Place.D. Promotion.33. All the following factors are contained in the economic environment EXCEPT___.A. the level of unemploymentB. distribution of wealth and incomeC. relations with other countriesD. balance of payments situation34. Jakubowski Farms Gourmet Bread Base is the brand name for a mix designed for use in bread machines. The mixes are sold in 2 pound. This is a description of the ____.A action planB market segmentation strategyC mission statementD marketing mixE target market35. A situation in which an increase or a decrease in price will not significantly affect demand for the product.A. Marketing PlanB. DiversificationC. Inelastic DemandD. Evaluation36. A philosophy that assumes that a sale does not depend on an aggressive sales force but rather on a customer's decision to purchase a product; it is synonymous with the marketing concept.A. Market OrientationB. Market ShareC. Sales PresentationD. Mass Customization37. Data previously collected for any purpose other than the one at hand.A. Primary dataB. Secondary dataC. SWOT analysisD. Internal data38 The most fundamental level of a product is the ___.A.core productB.product unitC.augmented productD.total concept of the product40 Professor Wang writes a lot. To have a personal computer will help him greatly. He tells one of his friends that he wants to buy one and is able to pay for it. According to marketing theory, he has expressed a ___.A.need for the productB.demand for the productC.desire for the productD.want for the product41 After the clothes dryer broke down for the third time while she was using it, Sally told her husband to purchase a new G.E. dryer to replace the broken machine. Her husband bought the dryer the next day. In this instance, the roles Sally played in the buying decision process were ___.A. influencer and deciderB. initiator and influencerC. initiator, influencer, decider and userD. initiator, influencer and user42. A company produced a kind of durable briefcase. But it didn’t sell well when it was put into the market. The company manager complained, “Our products can stand such wear and tear that even if they are dropped from the fourth floor high up, they will stay in shape. God knows why the sales are so low.” The manager held the ___.A. selling conceptB. production conceptC. marketing conceptD. product concept43. In an attempt to build a unique product image, increase profits and exercise an effective control over the middleman, the manufacturers of upscale women’s apparels and of new luxurious cars tend to take which of the following strategy of distribution width?A. intensive distributionB. selective distributionC. exclusive distributionD. comprehensive distribution44. Marketing is best understood as the process of ___.A. making a saleB. creating customer needsC. satisfying customer needs and wantsD. promoting products and servicesE. generating a profit45. A person’s want becomes a demand when his want is backed by ___.A. purchasing powerB. productsC. needsD. desireE. exchange mechanisms46. The ___ concept holds that all customers will favor those products offering the most quality performances and features, therefore, the organization should devote its energy to making continuous product improvements.A. productionB. productC. serviceD. marketingE. selling47. High growth, high share businesses or products appear in the Boston consulting growth-share matrix as ___.A. dogsB. cash cowsC. question marksD. stars48. Which of the following is not a component of a company’s microenvironment?A. marketing intermediariesB. customersC. competitorsD. economic environmentE. publics49. Organizations that buy goods and services for their production process in order to make profits are called ___ markets.A. resellerB. businessC. internationalD. governmentE. consumer50. After the sale, marketing communications providing evidence and support to help consumers feel good about their brand choice is especially appropriate under which of the following situation?A. dissonance-reducing behaviorB. habitual buying behaviorC. complex buying behaviorD. variety-seeking behavior51. Product ___ is a period of rapid market acceptance and increasing profits.A. developmentB. introductionC. growthD. maturityE. decline52. If demand is elastic rather than inelastic and the firm is interested in increasing total revenue, the firm should ___.A. not change the priceB. decrease productionC. raise the priceD. lower the priceE. decrease promotional efforts.53. A market skimming pricing policy ___.A. starts with a high price which is gradually loweredB. starts with a high price and keeps it highC. starts with a low price and gradually raises itD. starts with a low price and keeps it low54. Kevin Stiles is a farmer who sells his product directly to a supermarket chain which in turn sells it to consumers. This is an example of ___ marketing channel system.A. zero-levelB. one-levelC. two-levelD. direct-levelE. sub-level55. Geographic segmentation is about______.A. dividing markets based on locationB. dividing consumer groups based on social statusC. understanding the benefit the product has to offerD. Dividing consumer groups based on lifestyles56. Which of the following is NOT a demographic variable that can be used in market segmentation?A. ageB. occupationC. attitudes toward lifeD. life cycle57. A reference group is______.A. a group where people feel they belong toB. a group of people who have expert knowledge on marketingC. a group of people who sell you products or servicesD. a group who people refer to for advice59. When consumers are highly involved in a purchase and perceive significance differences among brands, they engage in ______ buying behavior.A. dissonance-reducingB. variety-seekingC. complexD. habitual60. A pricing strategy of ___ seeks to provide the company the largest portion of a particular market.A. survivalB. current profit maximizationC. market share leadershipD. product quality leadership64. All the following are examples of personal sources of information except ___.A. familyB. friendsC. neighborsD. dealers65. The most basic concept underlying marketing is ___.A. producing goods of high qualityB. developing distribution networksC. identification of consumer needsD. development of effective promotional programs68. Merchant wholesalers ___.A. own the goods they sellB. represent manufacturers of complementary linesC. assist buyers and sellers with negotiationsD. enjoy contractual authority to sell a producers’ entire output69. Setting a high initial price for a new product and then gradually reducing that price, is called ___.A. market penetrationB. market skimmingC. product-line pricingD. functional discounting71. You’re a marketer for a sporting goods firm. One day, a colleague hands you the latest tennis racket developed by your colleagues in product development with a description of the racket’s attributes, quality, and design features. You are holding a(n) ___.A. core productB. potential productC. actual productD. augmented product72. Market segmentation refers to______.A. analysing consumer behaviorB. dividing products into distinct groupsC. dividing competitors into distinct groupsD. the process of dividing markets into distinct groups of buyers73. Intensive distribution is used commonly for______.A. low price or impulse itemsB. high priced, non-impulse itemsC. high value itemsD. high priced, impulse items74. PEST is used for______.A. consumer analysisB. competitor analysisC. product adoption analysisD. environmental analysis75. Penetration pricing is______.A. where the firm looks at competitor pricesB. where the firm charges a high price to support product positioning strategiesC. where the firm pricing strategy is based on willingness to payD. where the firm charges a low price to gain sales76. The four product classification used within the B.C.G. Matrix are______.A. Question Mark, Dogs, Stars and RabbitsB. Dogs, Question Mark, Star, Cash CowC. Introduction, Growth, Maturity, DeclineD. Cash Cow, Rabbit, Dog and Stars。

Chapter 1 市场营销题库

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SJTU
Value and satisfaction
Customer value is the difference between the values the customer gains from owning and using a product and the costs of obtaining the product. Customer satisfaction depends on how well the product’s perceived performance lives up to the customer’s expectations.
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Creating, delivering and communicating superior customer value is key.
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Marketing management involves managing demand, which in turn involves managing customer relationships.
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SJTU
Needs, wants, and demands
Marketing involves satisfying customer needs. Needs describe basic human requirements. Human needs are states of felt deprivation. Humans have many complex needs. Maslow’s hierarchy of needs theory
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selfactualization needs

市场营销英语试题及答案

市场营销英语试题及答案一、选择题（每题1分，共10分）1. Which of the following is NOT a function of marketing?A. Product developmentB. PromotionC. DistributionD. Human resources management2. The 4Ps of marketing mix refer to:A. Product, Price, Place, PromotionB. Product, Price, Position, PromotionC. Product, Price, Positioning, PromotionD. Product, Place, Position, Promotion3. What is the primary goal of market segmentation?A. To increase the number of productsB. To target specific customer groupsC. To reduce advertising costsD. To expand the market share4. Which of the following is an example of a push strategy?A. AdvertisingB. Personal sellingC. Sales promotionsD. Public relations5. The concept of "Customer Lifetime Value" (CLV) is used to measure:A. The value of a customer's first purchaseB. The value of a customer's total purchases over timeC. The value of a customer's most recent purchaseD. The value of a customer's future purchases6. What is the term used to describe the process of identifying, anticipating, and satisfying customer requirements efficiently and effectively?A. Market researchB. Customer relationship managementC. MarketingD. Product management7. A marketing campaign that focuses on the benefits of the product to the customer is known as:A. Feature-based marketingB. Benefit-based marketingC. Need-based marketingD. Value-based marketing8. Which of the following is a type of market structure?A. MonopolyB. OligopolyC. Perfect competitionD. All of the above9. In marketing, the term "brand equity" refers to:A. The value of the brand's assetsB. The brand's market shareC. The brand's advertising budgetD. The brand's customer base10. Which of the following is a key element of the marketing mix for services?A. Service qualityB. Service priceC. Service promotionD. All of the above二、填空题（每题1分，共5分）11. The SWOT analysis is a tool used to identify a company's strengths, weaknesses, opportunities, and ________.12. The marketing concept is based on the idea that the key to achieving organizational goals is to determine the needs and wants of ________ and society.13. A ________ is a marketing strategy that involves creatinga unique image or identity in the minds of consumers.14. The term "market penetration" refers to increasing sales of existing products to existing customers without ________.15. The marketing mix for tangible goods is often referred to as the "4Ps," while for services it is sometimes called the "7Ps," which includes the additional elements of people, process, and ________.三、简答题（每题5分，共10分）16. Briefly explain the concept of market orientation and its importance in business.17. Describe the steps involved in the marketing research process.四、案例分析题（15分）18. (a) Assume you are a marketing manager for a new smartphone brand. Discuss the factors you would consider when setting the price for your product.(b) How would you use the concept of market segmentation to target different consumer groups?五、论述题（20分）19. Discuss the role of technology in modern marketing and how it has changed the way companies interact with their customers.答案：一、选择题1. D2. A3. B4. B5. B6. C7. B8. D9. A10. D二、填空题11. threats12. target customers13. brand positioning14. targeting new markets15. physical evidence三、简答题16. Market orientation is a business philosophy that emphasizes the importance of understanding and meeting customer needs in order to achieve long-term success. It involves a customer-centric approach where the company's actions are driven by the needs and wants of the market. This concept is important because it helps companies to be more competitive by focusing on customer satisfaction, which can lead to increased loyalty and profitability.17. The marketing research process typically involves the following steps: defining the research problem, designing the research, collecting data, analyzing data, and reporting findings. Each step is crucial for gaining insights into the market and making informed decisions.四、案例分析题18. (a) When setting the price for a new smartphone, factors to consider include production costs, competitor pricing, perceived value, target market's willingness to pay, and the desired profit margin. (b) Market segmentation can be used to identify different consumer groups based on demographics, psychographics, or behavioral factors. Tailoring。

高二英语市场营销策略单选题40题

高二英语市场营销策略单选题40题1.Which of the following is a characteristic of a luxury product?A.Low priceB.Simple designC.High quality materialsD.Mass production答案：C。

解析：豪华产品通常具有高质量的材料。

A 选项低价不是豪华产品的特点；B 选项简单设计也不符合豪华产品通常精美的特点；D 选项大规模生产也不是豪华产品的特点。

2.A product that is aimed at a specific group of consumers is called?A.Generic productB.Targeted productC.Mass-market productmodity product答案：B。

解析：针对特定消费者群体的产品被称为目标产品。

A 选项通用产品不是针对特定群体；C 选项大众市场产品针对的是广泛的消费者；D 选项商品产品也不是针对特定群体。

3.What is an important factor in positioning a unique product?A.Similarity to competitorsB.Low advertising budgetC.Distinctive featuresD.Limited availability答案：C。

解析：独特产品定位的一个重要因素是具有独特的特征。

A 选项与竞争对手相似不利于独特产品定位；B 选项低广告预算与产品定位关系不大；D 选项有限的可用性不是主要定位因素。

4.Which of the following products is likely to have a high price elasticity of demand?A.Necessity goodsB.Luxury goodsC.Giffen goodsD.Inferior goods答案：B。

市场营销学试题库marketing试题库1

Chapter 1 Marketing: Creating and Capturing Customer Value1) All of the following are accurate descriptions of modern marketing, EXCEPT which one?A) Marketing is the creation of value for customers.B) Marketing is managing profitable customer relationships.C) Selling and advertising are synonymous with marketing.D) Marketing involves satisfying customers' needs.E) Marketing is used by for-profit and not-for-profit organizations.Answer: CDiff: 2 Page Ref: 2 and 4Skill: Concept2) According to the opening scenario, the Tide marketing team is MOST concerned about which of the following?A) maintaining its brand shareB) fostering customers' emotional connections with their productC) advertising their product's benefitsD) comparing the effectiveness of their product to other brandsE) incorporating consumer-generated marketing in the marketing mixAnswer: B3) According to management guru Peter Drucker, "The aim of marketing is to________."A) create customer valueB) identify customer demandsC) make selling unnecessaryD) set realistic customer expectationsE) sell productsAnswer: CDiff: 2 Page Ref: 5Skill: Concept4) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange.A) SellingB) AdvertisingC) BarteringD) MarketingE) NegotiatingAnswer: DDiff: 2 Page Ref: 5Skill: Concept5) Which steps of the five-step marketing process are about understanding customers,creating customer value, and building strong customer relationships?A) the first two onlyB) the first three onlyC) the first four onlyD) the last three onlyE) the last four onlyAnswer: CDiff: 2 Page Ref: 5AACSB: CommunicationSkill: Concept6) When marketers set low expectations for a market offering, the biggest risk they run is ________.A) disappointing loyal customersB) decreasing customer satisfactionC) failing to attract enough customersD) failing to understand their customers' needsE) incorrectly identifying a target marketAnswer: CDiff: 1 Page Ref: 7Skill: Concept7) ________ is the act of obtaining a desired object from someone by offering something in return.A) A value propositionB) ExchangeC) BriberyD) Value creationE) DonationAnswer: BDiff: 1 Page Ref: 7Skill: Concept8) A(n) ________ is the set of actual and potential buyers of a product.A) marketB) audienceC) groupD) segmentE) exchangeAnswer: ADiff: 1 Page Ref: 7Skill: Concept9) Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.A) exchangeB) marketingC) managementD) productionE) customer relationship managementAnswer: BDiff: 1 Page Ref: 7AACSB: CommunicationSkill: Concept10) Which of the following is the most likely result of a marketing strategy that attempts to serve all potential customers?A) All customers will be delighted.B) Customer-perceived value will increase.C) Customer evangelists will become unpaid salespersons for the service or product.D) Not all customers will be satisfied.E) The company will need to follow up with a demarketing campaign.Answer: DDiff: 3 Page Ref: 9AACSB: Analytic SkillsSkill: Concept11) When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing.A) customer-drivenB) customer-drivingC) societalD) productionE) productAnswer: BDiff: 2 Page Ref: 11Skill: Concept12) The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer ________.A) short-run costs and profitsB) short-run ethicsC) long-run welfareD) immediate healthE) value propositionsAnswer: CDiff: 2 Page Ref: 11AACSB: Ethical Reasoning13) Which concept holds that firms must strive to deliver value to customers in a way that maintains or improves the consumer's and society's well-being?A) marketingB) sellingC) productD) societal marketingE) equityAnswer: DDiff: 1 Page Ref: 11AACSB: Ethical ReasoningSkill: Concept15) The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests, and ________.A) human welfareB) want satisfactionC) company profitsD) short-run wantsE) long-term needsAnswer: CDiff: 2 Page Ref: 11AACSB: Ethical ReasoningSkill: Concept15) The set of marketing tools a firm uses to implement its marketing strategy is called the ________.A) promotion mixB) product mixC) marketing mixD) TQME) marketing effortAnswer: CDiff: 2 Page Ref: 12Skill: ConceptObjective: 1-360) The final step in the marketing process is ________.A) capturing value from customersB) creating customer loyaltyC) creating customer lifetime valueD) understanding the marketplaceE) designing a customer-driven marketing strategyAnswer: ADiff: 1 Page Ref: 2116) Stew Leonard, the owner of a highly successful regional supermarket chain, reacts adversely to losing a single customer sale. He feels that this amounts to losing the entire stream of future purchases that a customer is likely to make if he or she remains in the area. Stew Leonard's concern is an illustration of which of the following?A) share of customerB) market shareC) profitabilityD) customer lifetime valueE) market share maintenanceAnswer: DDiff: 2 Page Ref: 22AACSB: Reflective ThinkingSkill: Concept17) Advertising Age, a magazine for advertising professionals, recently gave its Ad Agency of the Year award to ________.A) the consumerB) on-line marketersC) Frito-LayD) Coca-ColaE) YouTubeAnswer: ADiff: 3 Page Ref: 2018) Which of the following is an example of consumer-generated marketing?A) Toyota's presence in online communitiesB) Nike's Nike Plus running Web siteC) MasterCard's use of "Priceless" commercials shot by customersD) Neiman Marcus's InCircle Rewards program for its best customersE) The Lexus Covenant aimed at creating customer delightAnswer: CDiff: 2 Page Ref: 20Skill: Concept19) When an airline goes after a "share of travel" from its customers, it is attempting to increase ________.A) customer lifetime valueB) share of customerC) total customer spendingD) customer satisfactionE) customer ownershipAnswer: BDiff: 2 Page Ref: 22AACSB: Reflective ThinkingSkill: Concept20) Beyond simply retaining good customers, marketers want to constantly increase their "share of customer." What does this mean in marketing terms?A) Marketers want to increase their market share.B) Marketers want to increase the share they get of the customer's purchasing in their product categories.C) Marketers want to increase the profit margin with this target market.D) Marketers want to continuously increase their customers' levels of satisfaction.E) Marketers want to turn satisfied customers into delighted customers.Answer: BDiff: 3 Page Ref: 22Skill: Concept21) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. Which type of customers have the highest profit potential and strong loyalty?A) barnaclesB) strangersC) butterfliesD) true friendsE) big fishAnswer: DDiff: 2 Page Ref: 24Skill: Concept22) Which of the following statements about the Internet is most accurate?A) Companies are cautiously using the Internet to build closer relationships with customers and marketing partners alike.B) After the dot-com meltdown of 2000, fewer consumers are buying products and/or services online.C) The Internet makes it easy for consumers to view, interact with, and create marketing content.D) Consumer e-commerce looks promising, but business-to-business e-commerce is declining.E) Web 2.0 involves a less balanced approach to online marketing than the original dot-com boom did.Answer: CDiff: 2 Page Ref: 26AACSB: Use of ITSkill: Concept23) Which of the following is currently the fastest-growing form of marketing?A) consumer-generated marketingB) online marketingC) mass media marketingD) social marketingE) word-of-mouth marketingAnswer: BDiff: 3 Page Ref: 26AACSB: Use of ITSkill: Concept24) Today almost every company, small and large, is affected in some way by which of the following?A) the societal marketing conceptB) not-for-profit marketingC) global competitionD) customer-generated marketingE) caring capitalismAnswer: CDiff: 2 Page Ref: 26Skill: Concept25) Governmental agencies are becoming more involved in marketing as the years pass. When a local government advertises keeping the area's streams and water supply cleaner, it is involved in ________.A) green marketingB) social marketing campaignsC) demarketingD) environmental marketingE) partnership marketingAnswer: BDiff: 2 Page Ref: 29Skill: Concept26) Fast Food, Inc. views marketing as the science and art of finding, retaining, and growing profitable customers by providing them with the food they want. Fast Food, Inc. practices societal marketing.Answer: FALSEDiff: 2 Page Ref: 11AACSB: Reflective ThinkingSkill: Application27) The societal marketing concept calls on marketers to balance consumer wants and desires, company profits, and society's interests.Answer: TRUEDiff: 2 Page Ref: 11AACSB: Ethical ReasoningSkill: Concept28) For most marketers, customer relationship management (CRM) is exclusively a matter of customer data management.Answer: FALSEDiff: 2 Page Ref: 13Skill: Concept29) The marketing mix includes production, price, promotion, and packaging; this is known as the four Ps of marketing.Answer: FALSEDiff: 2 Page Ref: 12Skill: Concept30) Customer-perceived value is defined as the customer's evaluation of the perceived difference between all the benefits and all the costs of a marketing offer relative to those of competing offers.Answer: TRUEDiff: 1 Page Ref: 13Skill: ConceptChapter 2 Company and Marketing Strategy:Partnering to Build Customer Relationships1) Which of the following involves adapting a firm to take advantage of opportunities in its constantly changing environment?A) long-range planningB) short-range planningC) media planningD) strategic planningE) annual planningAnswer: DDiff: 2 Page Ref: 38Skill: Concept2) When a firm develops and maintains a strategic fit between its goals and capabilities, it is performing ________.A) mission planningB) values planningC) strategic planningD) business-portfolio planningE) operations planningAnswer: CDiff: 1 Page Ref: 383) Which of the following is the first step in strategic planning?A) set objectives and goalsB) develop the business portfolioC) define the company missionD) plan marketing strategiesE) identify threats and weaknessesAnswer: CDiff: 1 Page Ref: 394) Which of the following is NOT a step in the strategic planning process?A) defining the company missionB) setting company objectives and goalsC) designing the business portfolioD) planning marketing and other functional strategiesE) evaluating all members of the value chainAnswer: EDiff: 2 Page Ref: 395) Which of the following provides an answer to these questions: What is our business? Who are our customers? What do our customers value? What should our business be?A) objectives and goalsB) a mission statementC) a business portfolioD) marketing and functional strategiesE) operational strategiesAnswer: BDiff: 2 Page Ref: 39AACSB: CommunicationSkill: Concept6) After management has identified the key businesses making up its company, whatis the next step in portfolio analysis?A) identifying businesses in which to investB) assessing the attractiveness of its SBUsC) deciding whether to harvest any businessesD) completing short-range planningE) identifying SBUsAnswer: BDiff: 2 Page Ref: 417) The best known product portfolio planning method was developed by ________.A) the Boston Consulting GroupB) Philip KotlerC) Harvard UniversityD) the SRI Consulting FirmE) James P. HessAnswer: ADiff: 2 Page Ref: 418) Most portfolio analysis methods evaluate SBUs on two dimensions, namely________ and ________.A) market share; strength of the SBU's positionB) market diversification; relative market shareC) market or industry attractiveness; strength of the SBU's positionD) market growth rates; profitsE) market penetration; market development9) In the Boston Consulting Group approach, ________ provides a measure of market attractiveness.A) relative market shareB) market developmentC) market penetrationD) market growth rateE) market segmentationAnswer: DDiff: 2 Page Ref: 41Skill: Concept10) In the Boston Consulting Group approach, ________ serves as a measure of company strength in the market.A) relative market shareB) market developmentC) market diversificationD) market growth rateE) market segmentationAnswer: ADiff: 2 Page Ref: 4111) Each department in a company that carries out value-creating activities can be thought of as a link in the company's ________.A) market developmentB) product developmentC) business portfolioD) value chainE) value delivery networkAnswer: DDiff: 1 Page Ref: 46Skill: ConceptObjective: 2-312) Jack Welch, CEO at General Electric, said that "Companies can't give job security, only ________ can."A) developmentB) growthC) good strategyD) customersE) efficiencyAnswer: DDiff: 3 Page Ref: 47Skill: ConceptObjective: 2-313) Multinationals like Honda Motor Co. and Wal-Mart stores have designed programs to work closely with their suppliers to help them reduce their costs and improve quality. This illustrates the importance of an efficient ________.A) business portfolioB) low-cost operatorC) product mixD) value delivery networkE) value chainAnswer: DDiff: 2 Page Ref: 47Skill: ConceptObjective: 2-314) Which of the following is the marketing logic by which a company hopes to achieve profitable customer relationships?A) priceB) a consistent product mixC) the value delivery networkD) marketing strategyE) differentiationAnswer: DDiff: 1 Page Ref: 48Skill: ConceptObjective: 2-415) Lucy Ortiz is preparing a PowerPoint presentation of the marketing process to show at a sales meeting. ________ should appear in the center of her diagram depicting marketing strategies and the marketing mix.A) Sales goalsB) Customer value and relationshipsC) Company objectivesD) Customer retention ratesE) CompetitorsAnswer: BDiff: 1 Page Ref: 49Skill: ConceptObjective: 2-416) Which of the four Ps describes the goods-and-services combination the company offers to the target market?A) priceB) promotionC) productD) placeE) packageAnswer: CDiff: 1 Page Ref: 51Skill: ConceptObjective: 2-517) In the four Ps of the marketing mix, design, packaging, services, and variety all fall under the category of ________.A) productB) priceC) promotionD) placeE) positionAnswer: ADiff: 2 Page Ref: 51Skill: ConceptObjective: 2-418) Today the four Ps are compared to the four Cs. Product and place are called________ and ________, respectively.A) convenience; customer solutionB) customer cost; convenienceC) communication; customer solutionD) customer solution; convenienceE) communication; convenienceAnswer: DDiff: 3 Page Ref: 52Skill: ConceptObjective: 2-419) In the marketing management functions, an SWOT analysis should ________ a marketing plan.A) precedeB) coincide withC) followD) evaluateE) take priority overAnswer: ADiff: 2 Page Ref: 54Skill: ConceptObjective: 2-520) In a basic SWOT analysis the "T" stands for ________.A) timingB) trustC) threatsD) tradeE) tangibleAnswer: CDiff: 1 Page Ref: 53Skill: ConceptObjective: 2-521) The ________ organizational system's main advantage is that the company is organized around the needs of specific market segments.A) market managementB) geographicC) product managementD) verticalE) functionalAnswer: ADiff: 2 Page Ref: 56Skill: ConceptObjective: 2-522) An increasingly large number of firms are changing their organizational focus from ________ to ________.A) product management; functional managementB) product management; geographic managementC) brand management; customer managementD) geographic management; functional managementE) global management; regional managementAnswer: CDiff: 2 Page Ref: 57Skill: ConceptObjective: 2-523) Evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained is called ________.A) marketing controlB) strategic controlC) operating controlD) developmental controlE) efficiencyAnswer: ADiff: 1 Page Ref: 57Skill: ConceptObjective: 2-524) The marketing control process entails the following steps in order: setting goals, ________, evaluating performance, and ________.A) evaluating goals; measuring performanceB) achieving goals; measuring performanceC) taking corrective action; measuring performanceD) measuring performance; taking corrective actionE) taking corrective action; following upAnswer: DDiff: 2 Page Ref: 57Skill: ConceptObjective: 2-525) Which of the following is NOT a step in the marketing control process?A) setting goalsB) measuring performanceC) taking corrective actionD) defining the missionE) evaluating the causes of gaps between expected and actual performance Answer: DDiff: 3 Page Ref: 57Skill: ConceptObjective: 2-526) Mission statements should be realistic and general in nature.Answer: FALSEDiff: 2 Page Ref: 39Skill: ConceptObjective: 2-127) ABC Fortunes has just developed a formal statement of its purpose. This firm has put together a mission statement.Answer: TRUEDiff: 1 Page Ref: 39Skill: ConceptObjective: 2-128) Mission statements should both emphasize the company's strengths in the marketplace and be motivating.Answer: TRUEDiff: 2 Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-129) At America Online, "we create customer connectivity, anytime, anywhere," is a product-oriented business definition.Answer: FALSEDiff: 3 Page Ref: 39AACSB: Reflective ThinkingSkill: ApplicationObjective: 2-130) "At Nike, we sell shoes" is a market-oriented business definition.Answer: FALSEDiff: 3 Page Ref: 40AACSB: Reflective ThinkingSkill: ApplicationObjective: 2-1Chapter 3 Analyzing the Marketing Environment1) You are directed to study the actors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying?A) the macroenvironmentB) the microenvironmentC) the marketing environmentD) the demographic environmentE) the global environmentAnswer: BDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-12) Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers?A) the marketing environmentB) the cultural environmentC) strategic planningD) target marketsE) the marketing mixAnswer: ADiff: 1 Page Ref: 66Skill: ConceptObjective: 3-13) You are directed to study the demographic, economic, natural, technological, political, and cultural factors that are larger societal forces affecting your company. What are you studying?A) the macroenvironmentB) the microenvironmentC) the external environmentD) the marketing mixE) the global environmentAnswer: ADiff: 1 Page Ref: 66Skill: ConceptObjective: 3-14) Which of the following is NOT a type of factor in a company's macroenvironment?A) demographicB) economicC) technologicalD) competitiveE) politicalAnswer: DDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-15) All of the groups within a company are called the ________.A) cultureB) diversityC) internal environmentD) climateE) rangeAnswer: CDiff: 2 Page Ref: 67Skill: ConceptObjective: 3-16) Which type of market buys goods and services to produce public services or totransfer them to others who need them?A) governmentB) resellerC) wholesaleD) consumerE) retailAnswer: ADiff: 1 Page Ref: 69Skill: ConceptObjective: 3-17) Rachel Patino works for a wholesale company called Distributors Unlimited. She is responsible for buying and selling goods at a profit to small retailers. What is her market?A) businessB) resellerC) wholesaleD) consumerE) retailAnswer: BDiff: 1 Page Ref: 69Skill: ConceptObjective: 3-18) Your marketing department is currently researching the size, density, location, age, and occupations of your target market. Which environment is being researched?A) demographicB) psychographicC) economicD) geographicE) culturalAnswer: ADiff: 1 Page Ref: 70Skill: ConceptObjective: 3-29) The three largest generational groups in America are the baby boomers, Generation Xers, and ________.A) seniorsB) MillennialsC) teensD) tweensE) toddlersAnswer: BDiff: 1 Page Ref: 71AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-210) As a group, ________ are the most affluent Americans.A) baby boomersB) Generation XersC) the MillennialsD) echo boomersE) seniorsAnswer: ADiff: 2 Page Ref: 71AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-211) "Dreams don't retire" is the theme of a(n) ________ marketing campaign aimed at baby boomers.A) financial servicesB) anti-aging productsC) travel and entertainmentD) fitness productsE) technological productsAnswer: ADiff: 2 Page Ref: 73Skill: ConceptObjective: 3-212) In 1950, women made up under 40 percent of the workforce; now they make up ________ percent.A) 35B) 40C) 43D) 46E) 59Answer: EDiff: 3 Page Ref: 75AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-213) Which of the following is a trend that depicts the increasingly nontraditional nature of today's American family?A) working women making up a smaller percentage of the workforceB) the falling percentage of married couples with childrenC) dual-income families declining in numberD) stay-at-home dads declining in numberE) the declining reliance on convenience foods and servicesAnswer: BDiff: 2 Page Ref: 75AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-214) Over the past two decades, the U.S. population has shifted most heavily toward the ________ states.A) MidwesternB) NorthernC) SunbeltD) SoutheasternE) NortheasternAnswer: CDiff: 2 Page Ref: 76Skill: ConceptObjective: 3-215) Which of the following geographical areas has NOT seen a recent population increase?A) micropolitan areasB) suburbsC) the WestD) the NortheastE) the SouthAnswer: DDiff: 3 Page Ref: 76Skill: ConceptObjective: 3-216) Which of the following American government agencies is charged with setting and enforcing pollution standards?A) the Environmental Protection Agency (EPA)B) the Federal Trade Commission (FTC)C) the Food and Drug Administration (FDA)D) the Consumer Product Safety CommissionE) the Federal Energy Regulatory CommissionAnswer: ADiff: 2 Page Ref: 81AACSB: Ethical ReasoningSkill: ConceptObjective: 3-317) Which of the following has encouraged marketers to pursue environmentally sustainable strategies?A) the EPAB) the black marketC) the green movementD) deregulationE) green interventionAnswer: CDiff: 2 Page Ref: 82AACSB: Ethical ReasoningSkill: ConceptObjective: 3-318) Which of the following is a result of regulations set up by the Food and Drug Administration and the Consumer Product Safety Commission?A) The time between new product ideas and their introduction to the market has decreased.B) Spending on research and development has decreased.C) Research costs for companies have grown.D) More companies have failed to meet safety standards.E) Companies are more focused on making practical, affordable versions of products. Answer: CDiff: 2 Page Ref: 83AACSB: Ethical ReasoningSkill: ConceptObjective: 3-319) Marketers should be aware of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. This is most accurately described as the ________ environment.A) socio-legalB) culturalC) politicalD) legal-technologicalE) economicAnswer: CDiff: 1 Page Ref: 84AACSB: Ethical ReasoningSkill: ConceptObjective: 3-420) Even the most liberal advocates of free-market economies agree that the system works best with ________ regulation.A) privateB) maximumC) intermittentD) at least someE) noAnswer: DDiff: 2 Page Ref: 84AACSB: Ethical ReasoningSkill: ConceptObjective: 3-421) When the marketing manager Suzie Kwan discusses factors and forces outside marketing, such as political that affect marketing management's ability to build and maintain successful relationships with target customers, she is talking about the external marketing concept.Answer: FALSEDiff: 2 Page Ref: 66Skill: ApplicationObjective: 3-122) The microenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces.Answer: FALSEDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-123) The macroenvironment consists of the factors close to the company that affect its ability to serve its customers, such as suppliers, customer markets, competitors, and publics.Answer: FALSEDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-124) Trudie Jones works for a distribution channel firm that helps several electronics companies find customers or make sales to them. Trudie works for a reseller. Answer: TRUEDiff: 3 Page Ref: 67AACSB: Reflective ThinkingSkill: ApplicationObjective: 3-1。

市场营销学习题答案英语

市场营销学习题答案英语Market Marketing Study Guide Answers in EnglishMarket marketing is a crucial aspect of any business, and it is essential for students of marketing to have a deep understanding of the subject. To help students in their studies, here are the answers to some common market marketing study guide questions in English.1. What is market marketing?Market marketing is the process of promoting and selling products or services to a specific target audience. It involves understanding the needs and wants of the target market and creating strategies to meet those needs effectively.2. What are the key elements of market marketing?The key elements of market marketing include market research, target audience identification, product development, pricing, promotion, and distribution. These elements work together to create a successful marketing strategy.3. What is the importance of market research in market marketing?Market research is crucial in market marketing as it helps businesses understand their target audience, their preferences, and their purchasing behavior. This information is vital in creating effective marketing strategies and developing products or services that meet the needs of the target market.4. How does market marketing differ from traditional marketing?Market marketing focuses on creating personalized and targeted marketing strategies to reach specific audiences, while traditional marketing tends to havea broader approach. Market marketing uses data and analytics to tailor marketing efforts to the needs of the target market, whereas traditional marketing may rely on more general advertising and promotion.5. What are the different types of market marketing strategies?There are various market marketing strategies, including segmentation, targeting, positioning, and differentiation. Segmentation involves dividing the market into smaller, more manageable segments based on factors such as demographics, psychographics, and behavior. Targeting involves selecting specific segments to focus marketing efforts on, while positioning involves creating a unique and favorable perception of the brand in the minds of the target audience. Differentiation involves making the brand stand out from competitors by highlighting its unique features and benefits.In conclusion, market marketing is a complex and dynamic field that requires a deep understanding of consumer behavior, market trends, and effective marketing strategies. By mastering the key elements of market marketing and understanding the importance of market research, students can prepare themselves for successful careers in the field of marketing.。

营销管理考试题及答案英文

营销管理考试题及答案英文Marketing Management Exam Questions and AnswersSection A: Multiple Choice Questions (MCQs)1. Which of the following is not a component of the marketing mix?a) Productb) Pricec) Placed) ProcessAnswer: d) Process2. The marketing concept is customer-oriented and focuses on:a) The productb) The company's needsc) The customer's needsd) The competitionAnswer: c) The customer's needs3. What is the term used to describe the process of creating, communicating, and delivering value to customers and managing customer relationships in ways that benefit the organization and its stakeholders?a) Market Researchb) Marketing Managementc) Sales Managementd) Customer ServiceAnswer: b) Marketing Management4. In which stage of the product life cycle is it most appropriate to focus on market penetration?a) Introductionb) Growthc) Maturityd) DeclineAnswer: a) Introduction5. Which of the following is not a type of market structure?a) Monopolyb) Oligopolyc) Perfect Competitiond) DuopolyAnswer: d) Duopoly (This is a specific case of Oligopoly)Section B: Short Answer Questions6. Define 'market segmentation' and explain its importance in marketing.Answer: Market segmentation is the process of dividing a broad market into sub-groups of consumers with similar needs or characteristics. It is important in marketing because it allows companies to tailor their marketing strategies to meet the specific needs of different customer groups, thereby increasing the effectiveness of marketing efforts andcustomer satisfaction.7. What are the four main stages of the customer decision journey?Answer: The four main stages of the customer decision journey are:i) Awarenessii) Information Searchiii) Evaluation of Alternativesiv) Purchase Decision8. Explain the concept of 'relationship marketing' and its significance.Answer: Relationship marketing is the strategy of building and maintaining long-term relationships with customers to encourage repeat business and customer loyalty. Its significance lies in the fact that it can lead to increased customer retention, higher profit margins, and a better understanding of customer needs, which in turn can drive continuous improvement and innovation.Section C: Case Study Questions9. Case Study: XYZ Company is a manufacturer of high-end headphones. They have recently entered a new market and are looking to establish a strong brand presence. Discuss the marketing strategies XYZ Company could employ to achieve this goal.Answer: XYZ Company could employ the following marketingstrategies:- Conduct market research to understand the preferences and behaviors of the target market.- Develop a unique value proposition that differentiates their headphones from competitors.- Implement a strong branding campaign to create brand awareness and emotional connections with consumers.- Utilize digital marketing channels, such as social media and search engine optimization (SEO), to reach a wider audience.- Offer exceptional customer service and support to build a loyal customer base.- Engage in strategic partnerships and collaborations to increase brand visibility.10. Case Study: ABC Corporation is experiencing a decline in sales for one of its products. The product is in the maturity stage of its life cycle. What strategies could ABC Corporation adopt to revitalize the product?Answer: To revitalize the product, ABC Corporation could consider the following strategies:- Product Modification: Enhance the product with new features or improve its quality to make it more appealing.- Market Penetration: Increase marketing efforts toattract new customers or encourage existing customers to buy more.- Market Development: Target new market segments that have not yet been reached.- Diversification: Develop new products or services that complement the existing product line.- Pricing Strategy: Adjust pricing to make the product more competitive or offer promotional pricing for a limited time.Section D: Essay Questions11. Discuss the role of market orientation in a company's success and how it can be achieved.Answer: Market orientation is crucial for a company's success as it ensures that the company is focused on understanding and meeting customer needs. It can be achieved through:- Encouraging a customer-centric culture within the organization.- Conducting regular market research to stay informed about customer preferences and market trends.- Involving all departments in the decision-making process to ensure a holistic approach to meeting customer needs.- Establishing feedback mechanisms to continuously learn from customers and improve products and services.12. Critically evaluate the impact of social media on marketing management.Answer: Social media has had a significant impact on marketing management by:- Providing a platform for direct customer engagement and relationship building.- Allowing for targeted advertising and the ability to reach specific customer segments.- Enabling real-time monitoring of customer feedback and sentiment.- Facilitating the spread of word-of-mouth marketing through shares and recommendations.- Requiring。

市场营销原理题库2(ch5-ch8 with answer)

10) ______
11) People will forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called ________. A) selective distortion B) selective attention C) selective attitude D) selective retention E) perceptual vigilance
14) What determines whether the buyer is satisfied or dissatisfied with a purchase? The answer lies in the relationship between the consumer's expectations and the product's ________. A) consumer market B) recognition C) brand personality D) perceived performance E) service quality
5) _______
6) ________ marketers are now taking to the streets, as well as cafes, nightclubs, and the Internet, in record numbers. Their goal: to seek out the trendsetters in each community and subtly push them into talking up a specific brand to their friends and admirers.

(本科)市场营销专业英语模拟测试题AB卷及答案

市场营销专业英语模拟测试题AB卷及答案I. Put the following from Chinese into English or vice versa. (每小题1分，共20分）1．母国 2. 政府没收3．跨国公司 4. 市场开发5．特许经营 6. 营销组合7．关税同盟8. 标准化9．原产国10. 竞争优势11．hedging 12. secondary data13. non-tariff barriers 14. IPLC15. foreign- related enterprise 16. global sourcing17.penertration pricing 18. business units19. segmentation 20. strategic allianceⅡ. Make brief explanations of the following terms in English. (每小题3分，共15分)1.dumping2.ethnocentric orientation3.OEM4.economic union5.direct selling channelⅢ. Answer the following questions in English :（每小题5分，共20分）1．What is meant by global localization? Is Coca-Cola a global product? Explain.2．What is licensing? Why do firms sometimes choose it as a means of entering a foreign market?3. What are the characteristics of a good international brand name?4. Define leverage, explain the different types of leverage utilized by companies with global operations.Ⅳ.Minicases: （每小题10分,共20分）pared to Americans, are Asians: (1) more group-oriented, (b) more family-oriented, and(c) more concerned with social status? How might such orientations affect the way Americansmarket their products to Asian consumers? Give examples to demonstrate your opinions.2.Many consumers consider direct mail as junk mail, a term that is offensive to the directmarketing industry. What is your assessment of the future of direct mail overseas?Ⅴ.Open question （共25分）As a researcher, you have just been asked to do marketing research in order to make recommendations on how to market coffee in a number of Asian, European, and South American countries. What questions do you need to ask in order to understand the varying buying motives, consumption habits, and uses of this particular product?参考答案：I. Put the following from Chinese into English or vice versa. (每小题1分，共20分）1. home country 2 confiscation3. global company or transnational company4. market development5. franchising6. marketing mix7. custom union 8. standardization9. country of origin petitive advantage11.套期保值12. 二手资料13．非关税壁垒14 国际产品生命周期15．外企16 全球采购17．渗透价格18 业务单元19．市场细分20 战略联盟Ⅱ. Make brief explanations of the following terms in English. (每小题3分，共15分)1. .Dumping is defined as the practice of selling a product abroad at a price below the cost of production, (2分)or below its normal price in the domestic market.(1分)2. Opportunities outside the home market are pursued by extending various elements of the marketing mix. (2分)Home country is superior. The management sees similarities in foreign countries. The products that succeed in the home country are superior, so can be sold everywhere without adaptation.(1分)3. OEM is known as contract manufacturing. Its full name is original equipment manufacturing.(1分) Under an OEM agreement, the MNE provides the know-how and sometimes equipment to a supplier that must provide the product according to the standards of authorized technology.(2分)4. The full evolution of an economic union would involve the creation of a unified central bank,（1分） the use of a single currency, （1分）and common policies on agriculture, social services and welfare, regional development, transport, taxation, competition and mergers, construction and building, and so on. （1分）5. Direct selling is employed when a manufacturer develops an overseas channel so that it deals directly with a foreign party without going through an intermediary in the home country.(3分)Ⅲ. Answer the following questions in English :（每小题5分，共20分）1. Products and marketing activities are standardized wherever possible(1分), but adapted where necessary within a uniform format to meet local needs.（2分）Yes, it is. …（2分）2. Under an international licensing contract, a licensor grants a foreign licensee the rights to use the licensor’s intangible asset such as its patent, trade mark, or know-how. In exchange, the licensee will pay a fee or royalty.(3分) Licensing will cost little for the licensor,（1分） and it can generate immediate return without new investment.（1分）3.An international brand name should reflect the desired product image. It should be unique or distinctive while rendering itself to graphic design possibilities. Special attention must be given to pronunciation, making sure that the languages have the brand's alphabets. Furthermore, the name must be capable of gaining registration and protection.4. Leverage is some type of advantage that a company enjoys by virtue of the fact that it conducts business in more than one country.(1分) Experience transfers, scale economies, resource utilization, global strategy. It can draw on management practices, strategies, products, advertising appeals, or sales or promotional ideas that have been tested in actual markets and apply them in other comparable markets. (1分)The global company can take advantage of its greater manufacturing volume to obtain traditional scale advantages within a single factory.(1分) A major strength of the global company is its ability to scan the entire world to identify people, money, and raw materials that will enable it to compete most effectively in world market.(1分) A global strategy is built on an information system that scans the world business environment to identify opportunities, trends, threats, and resources.(1分)Ⅳ.Minicases: （每小题10分,共20分）1. Compared to Americans, Asians are more group- oriented, more family-oriented, and more status-oriented. As such, a marketer of an American product needs to be careful in utilizing such appeals as individualism, independence, and equality. Instead, the emphasis should be on groups, families, and status.2. Direct mail is largely undeveloped in many countries. This is especially true where illiteracy is high and where labor is cheap, making it easy to use a salesperson to make sales calls. Still despite the small volume, the use of direct mail is growing rapidly in many countries. It can be expected that list owners may develop more confidence in the rental process of their lists and that government regulations may permit companies to have more flexibility in collecting personal information and developing lists on a more sophisticated basis. It is thus not unreasonable to expect growth in the use and popularity of direct mail.Ⅴ.Open question（共25分）The purpose of this question is to get students to recognize the varying usage and buying motives of a relatively simple product--coffee. At first, the students may be at a loss to see why any questioning is even necessary, and they probably do not know how to ask questions. Not until after talking to foreign students or other foreign-born persons will they realize that there are many different kinds of coffee coupled with varying buying motives.The questions would be as follows.How is coffee used--in bean form, ground, or powdered? If it is ground, how is it brewed? Which coffee is preferred-- Brazilian Santos blended with Colombian coffee,or robusta from the Ivory Coast? Is it roasted? Do the people prefer dark roasted or blond coffee? The color of Nestle's soluble coffee must resemble as closely as possible the color of the coffee consumed in the country. Do the Germans drink coffee after lunch or with their breakfast? Do they take it black or with cream or milk? Do they drink coffee in the evening? Do they sweeten it? In France, the answer is clear: in the morning, coffee with milk; at noon, black coffee--i.e., two utterly different coffees. At what age do people begin drinking coffee? Is it a traditional beverage, as in France, or is it a form of rebellion, as in England and Japan, where the younger generation has taken up coffee drinking in order to defy theirtea-drinking parents?I. Put the following from Chinese into English or vice versa. (每小题1分，共20分）1．东道国 2. 灰色市场3．全球公司 4. 套期保值5．特许经营 6. 战略联盟7．关税同盟8. 本土化9．价值链10. 经销商11．purchasing power parity 12. FDI13. non-tariff barriers 14. market penetration15. customization 16. global sourcing17.Joint Venture 18. strategic business units19. spot exchange rate 20. dumpingⅡ. Make brief explanations of the following terms in English. (每小题3分，共15分)6.licensing7.direct selling channel8.transnational transfer pricing9.economic union10.OEMⅢ. Answer the following questions in English :（每小题5分，共20分）3．What are gray market products? Are they legal? Do gray marketers serve useful marketing functions--for consumers and manufacturers?2. Some retailers (e.g., Sears) and manufacturers (e.g., General Motors) place their trademarks on products actually made by foreign suppliers. Discuss the rationale for these actions by these firms3. Define leverage, explain the different types of leverage utilized by companies with global operations.4. By marketing in a foreign country, must a firm automatically utilize geographic segmentation or other segmentation bases?Ⅳ.Minicases: （每小题10分,共20分）1. Many consumers consider direct mail as junk mail, a term that is offensive to the direct marketing industry. What is your assessment of the future of direct mail overseas?2.Before becoming IBM’s chairman and chief executive officer, Louis V. Gerstner, Jr. was a vice-chairman of American Express. While at American Express, he stated that “the split between international and domestic is very artificial--and at times dangerous.” D o you agree with the statement? Offer your rationale.Ⅴ.Open question （共25分）Sony Corp. of America, in an effort to include retailing in its operations, runs its own licensed stores in Japan and Europe. In the United States, Sony has opened Sony Gallery of Consumer Electronics in Chicago. Inside the store, "boom boxes" and camcorders are displayed on pedestals as if they were art objects, and the Walkman is displayed on trendy mannequins. The gallery includes a life-size mock-up of an apartment with a built-in Sony home theater system. Some retailers are concerned that Sony might turn out to be both their supplier and competitor. How should Sony deal with this concern?参考答案：I. Put the following from Chinese into English or vice versa. (每小题1分，共20分）1. host country 2 grey market3. global company or transnational company4. hedging5. franchising6. strategic alliances7. custom union 8. localization9. value chain 10.distributor11.购买力平价12. 对外直接投资13．非关税壁垒14 市场渗透15．定制化16 全球采购17．合资企业18 战略业务单元19．即期汇率20 倾销Ⅱ. Make brief explanations of the following terms in English. (每小题3分，共15分)1. Under an international licensing contract, a licensor grants a foreign licensee the rights to use the licensor’s intangible asset such as its patent, trade mark, or know-how. (2分)In exchange, the licensee will pay a fee or royalty.(1分)2. Direct selling is employed when a manufacturer develops an overseas channel so that it deals directly with a foreign party without going through an intermediary in the home country.(3分)3. Transfer pricing is to set a price on goods or services transferred between subsidiaries or divisions of the same enterprise.(2分) It is the pricing strategy of a MNE.（1分）4. The full evolution of an economic union would involve the creation of a unified central bank,（1分） the use of a single currency, （1分）and common policies on agriculture, social services and welfare, regional development, transport, taxation, competition and mergers, construction and building, and so on. （1分）5. OEM is known as contract manufacturing. Its full name is original equipment manufacturing.(1分) Under an OEM agreement, the MNE provides the know-how and sometimes equipment to a supplier that must provide the product according to the standards of authorized technology.(2分)Ⅲ. Answer the following questions in English :（每小题5分，共20分）1.Gray market products are those imported by an unauthorized party. Gray marketing may be illegal in the case that the protection is granted to an independent American trademark owner. In general, however, it is legal to import and sell gray market goods. In spite of all the criticisms, gray marketers do serve useful marketing functions. For manufacturers, gray marketers help distributing surplus goods and perform some of the service functions. As a matter of fact, many manufacturers tolerate or even encourage the practice of gray marketing. For consumers, gray marketers provide an alternative-- essentially the same product for a lower price. They promote the free enterprise system. The discrepancy of prices in two countries for the same product causes gray marketing to exist whichin turn narrows the price differential. Gray marketers thus bring about more uniform prices.2.There are several reasons why MNEs place their trademarks on products made by foreign firms. First, they may be able to create a unique product by bundling or unbundling product attributes. Second, the strategy guarantees that MNEs cannot be bypassed by their suppliers. Third, they can avoid fixed production costs. Finally, the strategy offers these firms brand loyalty, bargaining power, and price. Foreign manufacturers also have their own reasons for agreeing to place other firms' brands on the products. One benefit is the ease in gaining market entry and dealers' acceptance which may allow a larger market share overall while contributing to offset fixed costs. Another advantage is that there are no promotional headaches and expenses. Finally, the strategy prevents other competitors from making this same product for these customers.3.Leverage is some type of advantage that a company enjoys by virtue of the fact that it conducts business in more than one country.(1分) Experience transfers, scale economies, resource utilization, global strategy. It can draw on management practices, strategies, products, advertising appeals, or sales or promotional ideas that have been tested in actual markets and apply them in other comparable markets. (1分)The global company can take advantage of its greater manufacturing volume to obtain traditional scale advantages within a single factory.(1分) A major strength of the global company is its ability to scan the entire world to identify people, money, and raw materials that will enable it to compete most effectively in world market.(1分) A global strategy is built on an information system that scans the world business environment to identify opportunities, trends, threats, and resources.(1分)4.It must be stressed that the introduction of a product to a foreign market does not mean that market segmentation (geographic or otherwise) has been automatically employed. If consumers in a number of countries have the same desire, their nationality and geographic locations are irrelevant and do not require these countries to be treated as separate markets or segments.Ⅳ.Minicases: （每小题10分,共20分）1. Direct mail is largely undeveloped in many countries. This is especially true where illiteracy is high and where labor is cheap, making it easy to use a salesperson to make sales calls. Still despite the small volume, the use of direct mail is growing rapidly in many countries. It can be expected that list owners may develop more confidence in the rental process of their lists and that government regulations may permit companies to have more flexibility in collecting personal information and developing lists on a more sophisticated basis.It is thus not unreasonable to expect growth in the use and popularity of direct mail.2. This of course is an indication of ethnocentricity. Citizens and corporations of many countries however do not see any need to make this split. To them,international business is a natural occurrence. International marketing complements domestic marketing, one being the natural extension of the other. As such, smart marketers look at domestic marketing and international marketing as being highly interrelated--both of which they must encounter everyday in conducting business. It is thus dangerous to believe that there is a certain point which domestic marketing ends and international marketing starts.Ⅴ.Open question（共15分）Sony's effort is a good illustration of the benefits and problems derived from having multiple or parallel channels. On the one hand, it employs middlemen in its regular, long channel. On the other hand, it has begun to add the second and direct channel From manufacturers' standpoint, it is only natural that they all want to utilize all channels that can contribute to corporate sales and image. In the case of Sony, such a goal becomes even more critical because the consumer-electronics business is maturing.Sony claims that the purpose of the Chicago Gallery is to further strengthen its positive image by offering in-depth product information, demonstrations, and services. The Gallery showcases Sony's full product line, including new Sony technologies that many retailers have yet to carry (e.g., Data Discman--books on compact discs). Because retailers, as a rule, emphasize price rather than product features, Sony wants to make the demand for its product less price elastic. According to the president of Sony Consumer Products Group, Sony must explain why its products deserve to be "higher-value purchases." The Gallery allows the firm to explain its premium technology for image building. In other words, the new channel is more of a promotional tool than a distribution tool.From the perspective of Sony's retailers, it is hardly surprising that they have a cause for concern: their own supplier may take sales away from them and may create price war which hurts profit margin. To allay such fears, Sony has stated that the goal of the Gallery is not to make money but rather to make consumers comfortable with Sony's products, making them want to buy Sony's products regardless of the retail outlets. If this goal is accomplished, it will benefitboth Sony and its retailers. To assure retailers that Sony is not a competitor, Sony's Gallery sells products at full retail price and even steers shoppers toward local Sony dealers who usually have lower prices. This strategy, if executed properly, should allow Sony to bolster its positive image, keep its premium price, minimize dealer conflict, and maintain dealer loyalty.。

英语市场营销用语40题

英语市场营销用语40题1. In marketing, a "target market" refers to:A. All the people in a countryB. A specific group of customers that a business aims to sell toC. People who don't buy productsD. Everyone who has money答案：B。

本题主要考查“target market”（目标市场）的概念。

选项 A 指的是一个国家的所有人，范围太宽泛，不是特定的目标市场。

选项 C 中“不购买产品的人”显然不是企业的目标市场。

选项D“有钱的所有人”也不是目标市场的准确定义。

而选项B 中“企业旨在销售的特定客户群”准确地解释了目标市场的含义，所以选B。

2. Which of the following is an example of a marketing strategy?A. Making a lot of productsB. Selling products at high pricesC. Advertising on TVD. Buying materials for production答案：C。

营销战略是指企业为实现营销目标所采取的一系列行动和计划。

选项A“制造大量产品”只是生产方面的活动。

选项B“以高价销售产品”是定价策略的一部分，但不是完整的营销战略。

选项D“购买生产材料”属于生产环节。

而选项C“在电视上做广告”是一种常见的营销推广手段，属于营销战略的一部分，所以选C。

3. What does "brand awareness" mean?B. How well a brand is known by customersC. Making a new brandD. Selling a brand to other companies答案：B。

市场营销英语语态练习40题

市场营销英语语态练习40题1. The new product ______ widely in the market.A. is promotedB. promotesC. is promotingD. promoted答案：A。

本题考查一般现在时的被动语态。

A 选项“is promoted”是一般现在时的被动语态，产品是被推广，符合题意；B 选项“promotes”是主动语态，不符合产品被推广的语境；C 选项“is promoting”是现在进行时，时态不对；D 选项“promoted”是过去式，时态错误。

2. Market research ______ by our company every year.A. is conductedB. conductsC. is conductingD. conducted答案：A。

A 选项“is conducted”是一般现在时的被动语态，市场调研是被公司进行的，符合逻辑；B 选项“conducts”是主动语态，主语应该是人而不是市场调研；C 选项“is conducting”是现在进行时，不符合每年的这个时间表述；D 选项“conducted”是过去式，时态错误。

3. The advertisement ______ on TV frequently.A. is shownB. showsC. is showingD. showed答案：A。

A 选项“is shown”是一般现在时的被动语态，广告是被展示；B 选项“shows”是主动语态，不符合广告被展示的意思；C 选项“is showing”是现在进行时，时态不符；D 选项“showed”是过去式，时态不对。

4. Customers' opinions ______ carefully in our marketing strategy.A. are consideredB. considerC. are consideringD. considered答案：A。

市场营销英语版试题

4p：product、price、place、promotion、4c：customer solution、customer cost、convenience、communication4c的不足之处企业营销可能会在新的层次上统一化，不能形成个性化营销优势4c以顾客需求为向导、但顾客需求有合理性和个别性问题4c仍然没有体现既赢得客户、有长期的拥有客户关系营销思想、也没有解决满足顾客需求的操作性问题。

Concept checkWhat is marketing？Answer：marketing is an organizational function and set of processes for creating communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.Marketing focuses on __discovering and satisfying consumer needs.What are the four marketing mix elements that make up the organization”s marketing program?Test bank1 a study of marketing can :EA enable you to be a more informed citizenB help you in your careerC demonstrate how marketing affects your lifeD make you a better consumerE do all of above3 prospective customers include:EA individuals buying for themselvesB individuals buying for their householdsC organizations that buy for their own use （such as manufacturers）D organizations that buy for resale （such as wholesalers and retailers）E do all of above4 marketing seeks to discover the needs and wants of prospective customers and satisfy them 。

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Chapter 01 The Scope and Challenge of International Marketing True / False Questions1. Global commerce thrives during peacetime.TRUE (p. 4)st century is "expect theunexpected."TRUEDifficulty: EasyType: Knowledge3. (p. 5) Today, every American business is international.TRUEDifficulty: ModerateType: Comprehension4. (p. 5) One event that will influence the shape of international business as the future unfolds is the rapid growth of the World Trade Organization, NAFTA, and the European Union. TRUE5. (p. 5) One event that will influence the shape of international business as the future unfolds is the unprecedented acceptance of communism and socialism in Latin America.FALSEDifficulty: ModerateType: Comprehension6. (p. 5) A trend that will impact international business in the future is a mandate to properly manage the resources and global environment.TRUEDifficulty: ModerateType: Comprehension7. (p. 5) Today, most business activities are local or regional in scope.FALSEDifficulty: ModerateType: Knowledge8. (p. 6, Crossing Borders 1.1) What do French farmers, Chinese fishermen, and Russian hackers have in common--they can all receive subsidy payments from the U.S. government.FALSE9. (p. 6) Foreign-made products remain a small portion of all consumer products sold in the United States.FALSE10. (p. 8) U.S. companies compete with global competitors in foreign markets and have little competition in domestic markets from global competitors.FALSEDifficulty: EasyType: Knowledge11. (p. 9, Exhibit 1.2) The leading U.S. multinational with foreign revenues of $345 billion plus annually is Wal-Mart.TRUEDifficulty: HardType: Knowledge12. (p. 9) International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit.TRUEDifficulty: ModerateType: Knowledge13. (p. 9-10) A good illustration of an uncontrollable variable that might impact international business is a marketing decision with respect to research.FALSEDifficulty: HardType: Application14. (p. 11, Exhibit 1.3) The foreign uncontrollable environment is the same as the domestic uncontrollable environment.FALSEDifficulty: HardType: Comprehension15. (p. 12) The level of technology is an uncontrollable element for international marketers. TRUEDifficulty: ModerateType: Knowledge16. (p. 14) The political and legal environment is a controllable element for international marketers because of the ability to lobby and influence legislation.FALSEDifficulty: ModerateType: Knowledge17. (p. 14) In a broad sense, the uncontrollable elements of the foreign business environment constitute the culture.TRUEDifficulty: HardType: Comprehension18. (p. 15) John refuses to buy Japanese products because he sees them as a way of selling out to nation known for its aggressive behavior. John is using a self-reference criterion to make his decision.TRUEDifficulty: ModerateType: Application19. (p. 15) A self-reference criterion is closely related to ethnocentrism.TRUEDifficulty: ModerateType: Comprehension20. (p. 15) Sam Watkins just recently ate and, therefore, feels justified in refusing food from his Middle Eastern host. In this instance, Sam's self-reference criterion has just saved him from making a cultural blunder.FALSEDifficulty: HardType: Application21. (p. 16) To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis that emphasizes the need for ethnocentrism.FALSEDifficulty: ModerateType: Comprehension22. (p. 17) To be globally aware, you should be tolerant of cultural differences.TRUEDifficulty: EasyType: Comprehension23. (p. 17) To be globally aware, you should require that all of your international customers know about your cultural rules and adhere strictly to each one.FALSEDifficulty: ModerateType: Comprehension24. (p. 18) If a company is in a stage designated as being one with "no direct foreign marketing," the company does not actively cultivate customers outside national boundaries.TRUEDifficulty: EasyType: Knowledge25. (p. 20) Of all the stages in international business, a stage called "regular foreign marketing" produces the most profound change in the orientation of the company toward markets and associated planning activities.FALSEDifficulty: ModerateType: Knowledge26. (p. 22) If a company uses a strategic orientation called domestic market extension, it views its international operations as secondary to and an extension of its domestic operations.TRUEDifficulty: ModerateType: Knowledge27. (p. 22-23) The global marketing concept views the marketplace as consisting of one primary domestic market that is complimented by several smaller regional markets.FALSEDifficulty: HardType: KnowledgeMultiple Choice Questions28. (p. 3) International __________ play an important role in promoting global peace and prosperity.A. foreign aid and treatiesB. competition and consumer spendingC. trade and marketingD. consumer and industrial servicesDifficulty: EasyType: Knowledge29. (p. 4) According to the text, all of the following events have impacted international business EXCEPT:A. the Indian Ocean tsunami in 2004B. the high-tech bust of 2001.C. the steroids in major league sports scandalD. 2003 SARS outbreak in Asia.E. September 11, 2001 disasters.Difficulty: EasyType: Comprehension30. (p. 5) Of all the events and trends affecting global business today, four stand out as the most dynamic. Which of the following would be one of those events?A.B. The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe.C. The trend toward using English as the global language.D. The trend toward establishing a world currency.E. The trend toward worldwide instant communication.Difficulty: ModerateType: Comprehension31. (p. 5) All of the following events and trends are among the four major trends described in the chapter as having a major impact or effect on global business EXCEPT:A. the trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe.B. the rapid growth of the World Trade Organization and regional free trade areas such as NAFTA and the European Union.C. the burgeoning impact of the Internet and other global media on the dissolution of national borders.D. the trend toward decreasing OPEC profits as oil reserves decline in the 21st century.E. the mandate to properly manage the resources and global environment for the generations to come.Difficulty: HardType: Comprehension32. (p. 5-6) Strategic plans that are competitive in global markets are _____.A. the challenge of international marketingB.C. not necessary for small firmsD. multilingual and multicultural in scopeDifficulty: EasyType: Knowledge33. (p. 5) Every American company is international, at least to the extent that:A. Federal law requires all corporations to outsource whenever it is cost-effective.B. the Internet generates orders for all American businesses from abroad.C. its business performance is affected by events that occur abroad.D. natural disasters create a greater global community.E. all of the above.Difficulty: HardType: Knowledge34. (p. 5) Simi Khan wants to move his business into the international arena as quickly as possible; however, to be successful he must consider a variety of factors that have global dimensions. Which of the following factors would be most important to Simi Khan's computer technology business as he moves forward with his global expansion plans?A. Electricity usage around the world.B. The drive toward a more ergonomic workplace.C. Communication and technology networks in third-world countries.D. Restrictions on advertising in Russia.E. Increasing licensing fees in Spain and Portugal.Difficulty: ModerateType: Application35. (p. 7) Foreign investment in the United States is growing yearly. At present, foreign investment in the United States is in excess of $16.3 ______________.A. trillionB.C. billionD. thousandE. cannot be determined. The government does not track foreign investment.Difficulty: ModerateType: Knowledge36. (p. 7) Companies from ____________________ lead in foreign investment in the United States:A. Kingdom of Saudi ArabiaB. RussiaC. ChinaD. United KingdomE. CanadaDifficulty: HardType: Knowledge37. (p. 7) Foreign investment is a two-way street. An organization (through investment and acquisition) from which of the following countries now controls all United Kingdom rail freight business and runs the queen's private train via its English, Welsh, & Scottish Railway unit?A. GermanyB. SwitzerlandC. United StatesD. CanadaE. NetherlandsDifficulty: HardType: Knowledge38. (p. 9, Exhibit 1.2) Many U.S. firms do exceedingly well in the global arena. Which of the following organizations is considered to be the U.S. leader with global revenues approximated at $345 billion annually?A. IBMB. ExxonMobilC. Ford MotorD. Wal-MartE.Difficulty: ModerateType: Knowledge39. (p. 9) For firms venturing into international marketing for the first time, the first requirement is:A. employment of foreign nationals in target foreign markets.B. a thorough and complete commitment to foreign markets.C. obtain market data from consulate of the country being targeted.D. an assessment of the cost of doing business in the foreign market.E. performance reviews of all potential salespeople being considered for foreign assignment.Difficulty: ModerateType: Knowledge40. (p. 9) ___________ is the performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit.A. Global managementB. Global businessC. MarketingD. International marketingE. Global marketing conceptDifficulty: ModerateType: Knowledge41. (p. 9) The performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit is called:A. global management.B. global business.C. marketing.D. the global marketing concept.E. international marketing.Difficulty: ModerateType: Knowledge42. (p. 9) The only difference between the definitions of domestic marketing and international marketing is that marketing activities:A. focus on consumers in domestic markets and barterers in foreign markets.B. take place in more than one country.C. follow traditional communication paths in domestic markets.D. focus on distribution in the domestic market.E. are usually non-regulated in foreign markets.Difficulty: ModerateType: Comprehension43. (p. 9) According to the text, the primary difference in the practice of marketing at the domestic versus the international level is:A. the environment within which the marketing plans must be implemented.B. the revenues necessary to be successful.C. the demand charts available to the marketer.D. the control over the budget.E. the accountability of board of directors.Difficulty: HardType: Comprehension44. (p. 9) With respect to the environment in which a business operates, such factors as competition, legal restrains, government controls, and the weather would all be examples of what are called:A. controllable elements.B. uncontrollable elements.C. predictable elements.D. demographic elements.E. cultural elements.Difficulty: EasyType: Knowledge45. (p. 9-10) All of the following would be considered to be controllable elements of marketing decisions EXCEPT:A. product.B. price.C. promotion.D. research.E. government regulations.Difficulty: EasyType: Knowledge46. (p. 11, Exhibit 1.3) Considering the model of the international marketing task displayed in the text, which of the following reasons demonstrates the most important difference between the international marketer's task and that of the domestic marketer?A. The international marketer must deal with at least two levels of uncontrollable uncertainty instead of one.B. The international marketer must rely on at least two levels of controllable certainty instead of one.C. The international marketer is never certain about supply or demand.D. The international marketer is never certain about total market size.E. The international marketer must be aware of international monetary exchange rates.Difficulty: ModerateType: Comprehension47. (p. 11, Exhibit 1.3) Robert Jonas is in charge of a new marketing effort directed toward Peru. In order for his company to effectively market and distribute to all of Peru's major cities, Mr. Jonas must devise a logistics plan for crossing the Andes Mountains on a daily basis. Which of the following foreign environment uncontrollable variables would be a chief concern as Mr. Jonas devises his plan?A. Competitive forcesB. Cultural forcesC. Geography and infrastructureD. Economic forcesE. Political/legal forcesDifficulty: ModerateType: Application48. (p. 11, Exhibit 1.3) Compared to the foreign environment uncontrollable variables, which of the following elements is excluded from the domestic marketer's list of uncontrollable variables?A. Political forcesB. Competitive structureC. Economic climateD. Cultural forcesE. Legal forces.Difficulty: HardType: Comprehension49. (p. 11, Exhibit 1.3) All of the following would be among the domestic marketer's controllable environmental variables EXCEPT:A. research.B. price.C. product.D. channels of distribution.E. economic climate.Difficulty: ModerateType: Comprehension50. (p. 11, Exhibit 1.3) All of the following appear as a foreign environment uncontrollable variable in the model of the international marketing task shown in the text EXCEPT:A. economic forces.B. competitive forces.C. product demand forces.D. cultural forces.E. political/legal forces.Difficulty: EasyType: Knowledge51. (p. 10) Amy Sims has been assigned the task of preparing a marketing plan for company for the next year's business activities. She knows that she should begin her plan by examining the variables that she has some control over. These controllable variables would include price, product, channels-of-distribution, and:A. demand.B. supply.C. competition.D. economic climate.E. promotion.Difficulty: EasyType: Knowledge52. (p. 10) A political decision involving _______________ would most likely have a direct effect on a firm's international marketing success.A. domestic foreign policyB. immigration reformC. oil exploration policyD. FCC satellite regulationsE. FAA airline regulationsDifficulty: ModerateType: Knowledge53. (p. 11) Which of the following would be a chief way that U.S. companies attempt to influence domestic foreign policy?A. A company could lobby with respect to its own interests.B.C. A company could ask a foreign government to bring pressure on U.S. legislative bodies.D. A company could threaten to withdraw operations from foreign markets.E. A company could threaten to move its corporate headquarters to a foreign market.Difficulty: HardType: Comprehension54. (p. 12) Competition within the home country can have a profound effect on the international marketer's task. Which of the following BEST illustrates this statement?A. Boeing recently opened talks with its primary trade union to avoid a forecasted strike.B. Microsoft and Dell have jointly invested $700 million in a new venture to investigate high technology of the future.C. Fuji opened a $300 million plant in the U.S. and now commands a 12 percent share of the lucrative U.S. film market.D. Several name companies are still under investigation because of the Enron scandal.E. Declaration of independence by Baltic States after the collapse of the Soviet Union.Difficulty: ModerateType: Application55. (p. 12) With respect to challenges faced by the international marketer, a significant source of uncertainty is the number of factors in the:A. foreign environment controllables.B. foreign environment uncontrollables.C. domestic environment controllables.D. parallel environment uncontrollables.E. parallel environment controllables.Difficulty: EasyType: Comprehension56. (p. 12) Ralph Waite has just been assigned the task of reviewing his company's international investment opportunities. He knows that his view of the list of opportunities should be tempered by foreign environment uncontrollables that might be encountered. Which of the following would be the BEST illustration of a foreign environmental uncontrollable that Mr. Waite should investigate?A. A country's level of technology.B.C. The ability to do research in the foreign country.D. Manufacturing capabilities in the foreign country.E. The ability to do advertising in the foreign country.Difficulty: HardType: Application57. (p. 12) The _____________ is an uncontrollable element that can often be misread because of the vast differences that may exist between developed and undeveloped countries.A. Structure of distributionB. competitive forcesC. economic forcesD. political/legal forcesE. level of technologyDifficulty: HardType: Knowledge58. (p. 13) The _____________ and issues abroad are often amplified by the "alien status" of the company, which increases the difficulty of properly assessing and forecasting the dynamic international business climate.A. structure of distributionB. competitive forcesC. economic forcesD. political/legal forcesE. level of technologyDifficulty: ModerateType: Knowledge59. (p. 13) Which of the following would be the BEST illustration of the "alien status" found in the political and legal arena that sometimes cause problems for international marketers as they attempt to do business in foreign countries?A. A company in the U.K. recently purchased Ben & Jerry's ice cream operations.B. The Indian government told Coca-Cola that it must reveal its "secret formula" if it wished toC. Richard Branson's Virgin Cola was not widely accepted in the United States.D. French Canadians prefer French to English when conducting business in Canada.E. British Airlines and Japan Airlines join American Airlines to form OneWorld Alliance.Difficulty: ModerateType: Application60. (p. 14) Global businesses must be willing to adjust and adapt a marketing program to a foreign market. In a broad sense, the environmental uncontrollable elements constitute the:A. problem.B. opportunity.C. culture.D. marketplace.E. commerce landscape.Difficulty: HardType: Comprehension61. (p. 14) The task of ____________ is the most challenging and important one confronting international marketers.A. care for the environmentB. dealing with politicsC. international standardizationD. cultural adjustmentE. international brandingDifficulty: ModerateType: Comprehension62. (p. 14) Which of the following would be the BEST example to illustrate the fact that international marketers need to make cultural adjustments as they seek to do business abroad?A. In America, white is an accepted color for wedding gowns; in Asia it is the color ofB. Many teens earn extra income by working.C. Women out number men in the United States.D. Most Middle Eastern women do not work outside the home.E. Many European nations require a period of national service for youth.Difficulty: HardType: Application63. (p. 15) ____________ is the conscious effort on the part of the international marketer to anticipate the influences of both the foreign and domestic uncontrollable factors on a marketing mix and then adjust the marketing mix to minimize the effects.A. StandardizationB. AdaptationC. SegregationD. SegmentationE. ProjectionDifficulty: ModerateType: Knowledge64. (p. 15) The primary obstacles to success in international marketing are a person's _________ and an associated ethnocentrism.A. regionalismB. holismC. self-reference criterionD. segregationE. integrationDifficulty: EasyType: Comprehension65. (p. 15) _____________ is an unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decisions.A. RegionalismB. HolismC. Self-reference criterionD. SegregationE. XenophobiaDifficulty: ModerateType: Knowledge66. (p. 15) In the United States, unrelated individuals keep a certain physical distance between themselves and others when talking or in groups. We do not consciously think about that distance; we just know what feels right without thinking. Someone from another culture would not necessarily understand this and would apply their own rules for contact when speaking. The preceding is an illustration of what is called applying a ___________ when reviewing the mentioned social custom of contact.A. self-spaceB. segregationC. integrationD. space command theoryE. self-reference criterion (SRC)Difficulty: ModerateType: Application67. (p. 15) Your ____________ can prevent you from being aware that there are cultural differences or from recognizing the importance of those differences.A. self-spaceB. personalityC. demographic characterD. self-reference criterion (SRC)E. concept of integrationDifficulty: EasyType: Comprehension68. (p. 16) The most effective way to control the influence of ethnocentrism and __________ is to recognize their effects on our behavior.A. the self-reference criterion (SRC)B.C. tunnel visionD. standardizationE. xenophobiaDifficulty: ModerateType: Knowledge69. (p. 17) To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis that isolates the self-reference criterion influences. Which of the following would be the BEST first-step to take to avoid the aforementioned errors?A. Redefine the problem without the SRC influence.B. Solve the problem for the optimum business goal situation.C. Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem.D. Define the business problem or goal in home-country cultural traits, habits, or norms.E. Define the business problem or goal in foreign-country cultural traits, habits, or norms through consultation with natives of the target country.Difficulty: HardType: Application70. (p. 17) Which of the following steps in a cross-cultural analysis to isolate self-reference criterion influences would finalize the process and lead to a solution of the problem?A. Redefine the problem without the SRC influence and solve the problem for the optimal business goal situation.B. Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem.C. Define the business problem or goal in home-country cultural traits, habits, or norms.D. Define the business problem or goal in foreign-country cultural traits, habits, or norms through consultation with natives of the target country.E. The last step is not indicated in the list of alternatives.Difficulty: EasyType: Application71. (p. 17) To be globally aware, an international marketer must have all the following EXCEPT:A. a tolerance of cultural differences.B. a knowledge of cultures.C. a knowledge of history.D. a knowledge of microeconomics.E.Difficulty: EasyType: Knowledge72. (p. 17) Successful businesspeople in the twenty-first century have ___________ and a frame of reference that goes beyond a region or even a country and encompasses the world.A. a sense of fashionB. global awarenessC. an intimate knowledge of ecological problemsD. a consumer mind-setE. a pronounced skill in promotionDifficulty: ModerateType: Knowledge73. (p. 18) There are a variety of stages in the process of becoming involved in international marketing. Which of the following best describes the stage of development where the company's products reach a foreign market through no conscious effort on the part of the marketer?A. Infrequent foreign marketingB. Regular foreign marketingC. No direct foreign marketingD. International marketingE. Global marketingDifficulty: EasyType: Comprehension74. (p. 18) If a marketer is motivated to enter into an international marketing effort because of temporary surpluses in the domestic market, which of the following stages BEST characterizes the stage of international marketing involvement for this marketer?A. Infrequent foreign marketingB.C. No direct foreign marketingD. International marketingE. Global marketingDifficulty: ModerateType: Comprehension75. (p. 19) James Bright's company seek markets all over the world and attempts to sell products that are a result of planned production for markets in various countries. Which of the following stages BEST characterizes the stage of international marketing involvement for Mr. Bright's company?A. Infrequent foreign marketingB. Regular foreign marketingC. No direct foreign marketingD. International marketingE. Global marketingDifficulty: HardType: Application76. (p. 20) Maria Peron's company treats the world, including the home market in Spain, as one market. Market segmentation decisions no longer focus on national borders. Instead, market segments are defined by income levels, usage patterns, and other factors that span countries and regions. Which of the following stages BEST characterizes the stage of international marketing involvement for Ms. Peron's company?A. Infrequent foreign marketingB. Regular foreign marketingC. No direct foreign marketingD. International marketingE. Global marketingDifficulty: ModerateType: Application77. (p. 22) If a company basically sees the process of international marketing as one where the domestic company seeks a sales extension of its domestic products into foreign markets, the company is using which of the following concepts to formulate its international policies and strategies?A. Domestic market extension conceptB.C. Global marketing conceptD. Universal marketing conceptE. Standardized marketing conceptDifficulty: EasyType: Comprehension78. (p. 22) The Ajax Corporation has decided to enter the international marketing arena by marketing its products on a country-by-country basis, with separate marketing strategies for each country. The company is using which of the following concepts to formulate its international policies and strategies?A. Domestic market extension conceptB. Multidomestic market conceptC. Global marketing conceptD. Universal marketing conceptE. Standardized marketing conceptDifficulty: ModerateType: Comprehension79. (p. 22-23) A company using the ________________ views an entire set of country markets as a unit, identifying groups of prospective buyers with similar needs as an opportunity market segment and develops a marketing plan that strives for standardization wherever it is cost and culturally effective.A. domestic market extension conceptB. multidomestic market conceptC. global marketing conceptD. universal marketing conceptE. standardized marketing conceptDifficulty: HardType: Comprehension。