徐州工程学院国际市场营销(双语)样卷B

徐州工程学院试卷—学年第学期课程名称试卷类型考试形式考试时间分钟命题人年月日使用班级教研室主任年月日教学院长年月日一、选择题（每空1分，共20分）1. There are four events and trends that have affected and will continue to affect global business today. Which of the following would be classed as one of those four major trends?A) The trend toward acceptance of English as the global languageB) The trend toward affluence in all nationsC) The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern EuropeD) The trend toward friendship in almost all sections of AfricaE) All of the above are considered to be among the four major trends that are affecting global business today2. Which of the following terms would most closely match with the following description 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 StrategyB) MarketingC) Marketing ConceptD) Regional Marketing ConceptE) Global Marketing3. Which of the following would be considered to be an uncontrollable element in the foreign environment?A) channels of distributionB) researchC) economic forcesD) promotionE) product elements4. Such elements as political and legal forces, economic climate, and competition are the three elements found in the ___________________ according to the international marketing task model found in the text.A) foreign environment (uncontrollable)B) foreign environment (controllable)C) domestic environment (uncontrollable)D) domestic environment (controllable)E) domestic environment (marketing mix variables)5. In China, to enter into a proper contract, the Chinese company or individual must be considered to be a "legal person." To be a legal person in China, the company or person must have registered as such with the Chinese government. This is only one of the problems encountered by businesspeople seeking to do business in China. Which of the following environments would most correctly apply to the above situation?A) foreign environment (uncontrollable)B) foreign environment (controllable)C) domestic environment (uncontrollable)D) domestic environment (controllable)E) domestic environment (marketing mix variables)6. When Rita Thomas' clothing company began to market its line of inexpensive cotton shirts in Africa, it assumed that it would be able to use its television and print advertising that had worked so well in the United States and other countries. However, the company was soon to learn that literacy rates and ability to access television was not the same as in the other areas of the world. Which of the following environments would most correctly apply to the above situation ?A) domestic environment (controllable)B) domestic environment (marketing mix variables)C) domestic environment (uncontrollable)D) foreign environment (uncontrollable)E) foreign environment (controllable)7. One of Phillipe Ortiz's difficulties in marketing his line of Philippine cabinetry in Los Angeles is that he is still tied culturally to business models that work in the Philippines. These models do not work in the United States. The obstacle that Mr. Ortiz is facing may be identified as being which of the following?A) xenophobiaB) SRC (self-reference criterion)C) globalismD) racismE) intellectual challenges8. To avoid errors in business decisions, it is necessary to conduct a ______________ that isolates the SRC influences and to maintain a vigilance regarding ethnocentrism.A) cross-cultural analysisB) global research effortC) search of the InternetD) purgeE) parallel cultural simulation9. If a company adopts a concept wherein it views an entire set of country markets asa unit, identifying groups of prospective buyers with similar needs as global market segment and developing a marketing plan that strives for standardization wherever it is cost and culturally effective, the company has adopted what is called the:A) marketing concept.B) social marketing concept.C) global marketing concept.D) multidomestic marketing orientation.E) domestic market extension orientation.10. If Germany limits the number of Japanese ball bearings that may enter its country to protect its domestic industry and reduce reliance of foreign supply, it is using a(n) _______ as a trade barrier.A) quotaB) voluntary export restraintC) orderly market agreementD) tariffE) standard monetary barrier11. Michele Phillips has just begun to understand the French culture even though she has lived there for two years. She speaks the language almost fluently, however, learning to live in France will certainly take time. The process of how a person learns and adjusts to a new culture is called:A) socialization.B) democratization.C) a reference path.D) acculturation.E) embodiment.12. Which of the following countries scores the highest on the IDV index (individualism/collectivism) suggesting that it follows an "I" mentality versus a "we" mentality?A) CanadaB) FranceC) JapanD) BrazilE) United States13. The ___________ Index measures the tolerance of social inequality.A) Individualism/CollectivismB) Uncertainty AvoidanceC) Power DistanceD) Cultural ValueE) Consumer Behavior14. Electrolux offers a cold-wash only washing machine in Asian countries where electric power is expensive or scarce. This would be an example of a company conforming to which of the following terms or phrases?A) standardizationB) "dumbing down"C) environmentalizationD) homologationE) heterogeneity15. The Windsor Group is concerned that consumers will not be able to get sufficient spare parts for the company's new line of air conditioners. Which element of product component model would be the element that contains The Windsor Group's concern?A) core componentB) packaging componentC) support services componentD) communication componentE) global component16. Which of the following is another name for parallel importing?A) indirect marketingB) gray tradeC) gray marketingD) simultaneous marketingE) preferred marketing17. If a firm is concerned only with the marginal or incremental cost of producing goods to be sold in overseas markets, it is engaged in ____________ pricing.A) variable-costB) full-costC) breakevenD) multi-levelE) predatory18. Which of the following pricing strategies is known to stimulate market growth and capture market share by deliberately offering products at low prices?A) skimming pricingB) penetration pricingC) demand-based pricingD) predatory pricingE) competition-based pricing19. Sad-Ohs is a themed nightclub that is aimed at the over 40’s. What kind of segmentation is being used by the owners of the nightclub?A) AgeB) Socio-economicC) GeographicD) Occupational20. If the cost of producing one unit of a product is $ 5 and the firm adds a mark –up of 40%, what is the resulting selling price?A) $ 6.25B) $ 9C) $ 5.4D) $ 7二、填空题（每空1分，共10分）1. The theory that a dollar buys the same amount of goods in various countries when converted into local currencies at prevailing rates is p.2. According to Hofstede’s research on cultural values, the dimension which describes the extent toWhich the members of a society are uncomfortable with unclear, ambiguous of unstructured situations is named u.3. In order to compare the relative values of currencies, managers can check the price of aB in different countries.4. A market that will emerge if a particular economic, demographic, political, or sociocultural trend continues can be named as i market.5. The technique of back translation can help increase c and vof a questionnaire.6. The most important international patent treaty is p.7. For a market which is culturally distant and difficult to enter, the most appropriate entry strategy is j.8. Current and expected market size, p, and compatibility and fare al criteria used by marketers to make targeting decision.三、使用英语解释下列名词（每题5分，共20分）1 Global Marketing2 Firm specific Advantages3 Market Segmentation4 Parallel Import四、简答题（每题10分，共20分）1 What is advertising? What does global advertising strategy involve? How can you budget for global advertising?2. Define culture. Culture deals with a group's design for living. Comment and explain.五、案例分析题（30分）美国大型日用产品公司宝洁公司因其在世界上营销做得最好而出名。