国际营销英语考试题
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、。
新世纪国际营销英语刘法公答案
新世纪国际营销英语刘法公答案1、My brother is too shy. He _______ speaks in front of lots of people. [单选题] *A. alwaysB. usuallyC. seldom(正确答案)D. sometimes2、Her ideas sound right, but _____ I'm not completely sure. [单选题] *A. somehow(正确答案)B. somewhatC. somewhereD. sometime3、57．Next week will be Lisa's birthday. I will send her a birthday present ________ post. [单选题] *A．withB．forC．by(正确答案)D．in4、____ is standing at the corner of the street. [单选题] *A. A policeB. The policeC. PoliceD. A policeman(正确答案)5、Will you please say it again? I _______ you. [单选题] *A. didn’t hear(正确答案)B. don’t heardC. didn’t heardD. don’t hear6、Finally,I have _____ interesting to share with you,and I am sure you will be interested in it. [单选题] *A. everythingB. something(正确答案)C. nothingD. anything7、Nowadays schools should care for the full _______ of a student’s talents. [单选题] *A. satisfactionB. development(正确答案)C. communicationD. preparation8、We will _______ Mary this Sunday. [单选题] *A. call on(正确答案)B. go onC. keep onD. carry on9、The plane arrived at London airport _______ Wednesday morning. [单选题] *A. on(正确答案)B. atC. inD. for10、He has grown rich lately. [单选题] *A. 后来B. 以后C. 终于D. 最近(正确答案)11、My dog is very _______. It is safe to touch it if you want to. [单选题] *A. luckyB. deliciousC. friendly(正确答案)D. helpful12、I have seldom seen my father（）pleased with my progress as he is now. [单选题] *A. so(正确答案)B. veryC. tooD. rather13、The teacher asked him to practice playing the piano _______. [单选题] *A. often as possibleB. as often possibleC. as possible oftenD. as often as possible(正确答案)14、( ) The Great Wall was listed by the UNESCO as ___ World Heritage Site. [单选题]*A. a(正确答案)B. theC.\D.an15、John had planned to leave but he decided to stay in the hotel for _____ two days because of the heavy rain. [单选题] *A. otherB. another(正确答案)C. the otherD. others16、A?pen _______ writing. [单选题] *A. is used toB. used toC. is used for(正确答案)D. used for17、Once you get on the road, here are some traffic _______ to remember. [单选题] *A. problemsB. positionsC. rules(正确答案)D. points18、Don’t play games on the computer all day. It’s ______ for your eyes. [单选题] *A. bad(正确答案)B. usefulC. helpfulD. thankful19、( ) Some students preferred to stay in the toilet ______ do morning exercises. [单选题] *A in order to notB in not order toC in order not to(正确答案)D not in order to20、Can you _______ this form? [单选题] *A. fillB. fill in(正确答案)C. fill toD. fill with21、On Easter children _______ eggs around the house. [单选题] *A. hunt for(正确答案)B. send forC. prepare forD. ask for22、一Mary wants to invite you to see the movie today. 一I would rather she（B）me tomorrow. [单选题] *A.tellsB. told (正确答案)C. would tellD. had told23、He has two sisters but I have not _____. [单选题] *A. noneB. someC. onesD. any(正确答案)24、Reading（）the lines, I dare say that the government are more worried than they admitted. [单选题] *A. behindB. between(正确答案)C. alongD. among25、We have made a _______ tour plan to Sydney. [单选题] *A. two dayB. two daysC. two-day(正确答案)D. two-days26、My sister _______ listen to music when she was doing her homework．[单选题] *A. used to(正确答案)B. use toC. is used toD. uses to27、--What are you going to be in the future?--I want to be _______ actor. [单选题] *A. aB. an(正确答案)C. theD. /28、The beautiful radio _______ me 30 dollars. [单选题] *A. spentB. paidC. cost(正确答案)D. took29、28．The question is very difficult. ______ can answer it. [单选题] * A．EveryoneB．No one(正确答案)C．SomeoneD．Anyone30、_______, making some DIY things is fashionable. [单选题] *A. Stand outB. In ones opinionC. In my opinion(正确答案)D. Out of fashion。
国际市场营销英文试题
一、单选题，每题只有一个选项正确（共30分，每小题2分）1. The purpose of international marketing is for the ( ) benefit.A. nationalB. regionalC. company’sD. consumers2. According to Maslow’s theory, people will pursuit the ( ) need after satisfying the physiological need.A. belongingB. safetyC. esteemD. self-actualization3. Which of the following statements is not true when describing the role of and the effect of international marketing on companies?A. International markets can become a source of growth.B. International markets can simplify the process and eliminate complex business decisions.C. International markets can produce a quality of life that would not have existed.D. International markets can become a source of profit.4. Which of the following descriptions provides the best definition of the “marketing mix”?A. The way products are arranged in a retail store to maximize salesB. The way products are priced and packagedC. The way a business combines the main marketing elements to sell products that meet the needs and wants of customersD. The way a business distributes its products through retailers and wholesalers5. Goods which are bought and used by individuals and households are known as ( ).A. brandsB. consumer goodsC. retail productsD. industrial goods6. In regards to foreign direct investment, the market entry strategy that involves the most risk and the most control is ( ).A. contract manufacturingB. franchisingC. sales officeD. greenfield7. The critical point of market segmentation is the ( ) of consumer’s demand and consumption behavior.A. differentiationB. similarityC. stabilityD. development8. Market research data that explores the attitudes and opinions of customers is known as ( ).A. quantitative researchB. focus group dataC. qualitative researchD. opinion polling9. The particular market segment at which a business aims its products in known as the ( ).A. target marketB. main marketC. market leaderD. unique selling point10. For the small-medium corporations with limited resources, the appropriate strategy to enter the new market is ( ).A. concentrated marketingB. differentiated marketingC. integrated MarketingD. undifferentiated marketing11. Different strategies are suitable for different companies depending on their particular situation. This is articulated by the “EPRG Framework”. What are the four options of the EPRG Framework?A. Ethno Policies, Private Polies, Racial Policies, GeographyB. Ethnocentrism, Polycentrism, Regiocentrism, GeocentrismC. Energy, Privacy, Real-World, GiggityD. Ethnocentrism, Polycentrism, Racialism, Governmental12.The correct steps of consumer buying process are ( ).A. need recognition-information search-evaluation of alternatives-purchase decision-post purchasing behaviorB. need recognition-evaluation of alternatives-information search-purchase decision-post purchasing behaviorC. information search-evaluation of alternatives-need recognition-purchase decision-post purchasing behaviorD. purchase decision-need recognition-evaluation of alternatives-information search-post purchasing behavior13. Which of the following methods of market research is not an example of “primary research”?A. QuestionnairesB. A company’s own sales statistics and recordsC. Test marketingD. Consumer panels14. Which of the following is true with respect to the importance of culture to an international marketer?A. The successful marketer should avoid cultural influences in his marketing campaign.B. Using attractive colors for the packaging of a product is more important than ensuring cultural acceptability.C. Culture is pervasive in all marketing activities and the marketer's efforts are a part of the fabric of culture.D. Pricing and promotion of a product are free of the influence of culture.15. Which of the following is a political cause for instability in international markets?A. Varied taxing conventionsB. Differences in philosophical ideologiesC. Global focusD. Animosity toward specific countries二、多选，每题有两个或两个以上选项符合题意。
【精品课程】国际市场营销各章英语习题
Chapter 1 Introduction1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?2.What is meant by global localization? Is Coca-Cola a global product?Explain.3.Describe some of the global marketing strategies available to companies.Give examples of companies using the different strategies.4.How do the global marketing strategies of the Harley-Davidson andToyota differ?5.Describe the difference among ethnocentric, polycentric, regiocentric, andgeocentric management orientations.6.Identify and briefly describe some of the forces that have resulted inincreased global integration and the growing importance of global marketing.7.Define leverage and explain the different types of leverage utilized bycompanies with global operations.8.What, in your view, is the future of a company such as Renault? Will it beable to continue as an independent company? Why? Why not?9.What are some major trends in the world that will affect marketing?Chapter2 Entry and Expansion Strategies1.What are the alternative tools or strategies for expanding internationally?What are the major advantages and disadvantages of each strategy?2.The president of XYZ Manufacturing Company of Buffalo, New York,comes to you with a license offer from a company in Osaka. In return for sharing the company’s patents and know-how, the Japanese company will paya license fee of 5 percent of the ex-factory price of all products sold based onthe U.S. company’s license. The president wants your advice. What would you tell him?3.What are the differences among companies at international, multinational,global, and transnational stages of development? Find examples of companies that fit the characteristics of each of these types.4.Why is exporting from the United States dominated by large companies?What, if anything, could be done to increase exports from smaller companies?5.What six criteria should be assessed when evaluating potential exportmarkers?6.What does it take to be a successful exporter?7.Which strategic options for market entry or expansion would a smallcompany be likely to pursue? A large company?Chapter3 The Global Economic Environment1.Explain the differences among a market allocation economic system, acommand allocation system, and a mixed system.2.What are the stages of national market development, and what percentageof world income is found in each of the stages?3.What is the pattern of income distribution in the world today? How dodeveloping country markets compare with high-income country markets in the proportion of income going to the bottom and the top 20 percent of the population?4. A manufacturer of long-range radios is assessing the world marketpotential for his product. He asks you if he should consider developing countries as potential markets. How would you advise him?5.Are income and standard of living the same thing? What is meant by theterm “standard of living”?6.Describe the similarities and differences among a free trade area, acustoms union, a common market, and an economic union. Give an example of each.Chapter 4 The Social and CulturalEnvironmentof Global Marketing1.What is culture? Is there such a thing as a cultural universal or culturaluniversals: If your answer is affirmative, give an example of a cultural universal. If it is negative, explain why there is no such thing.2.Can Hofstede’s cultural typologies help marketers better understandcultures outside their home country? Is you answer is yes, explain how, and if it is no, explain why not.3.Explain the self-reference criterion. Go to the library and find examples ofproduct failures that might have been avoided through the application of the SRC.4.What is the difference between a low-context culture and a high-contextculture? Give an example of a country that is an example of each type, and provide evidence for your answer. How does this apply to marketing?5.Consider the equation Y= f(A, B, C, D, E, F, G), where Y stands forconsumption of soft drinks and D is the variable for cultural elements. How would this equation help a soft-drink marketer understand demand for soft drinks in global markets?Chapter5 The Political, Legal, and RegulatoryEnvironments of Global Marketing1.What is sovereignty? Why is it an important consideration in the politicalenvironment of global marketing?1Briefly describe some of the differences that relate to marketing between the legal environments of a country that embraces common law as opposed to a country that observes civil law.2Global marketers can avoid legal conflicts by understanding the reasons conflicts arise in the first place. Identify and describe several legal issues that relate to global commerce. What alternatives are available from a marketing perspective?3See you in court” is one way to respond when legal issues arise. What other approaches are possible?Chapter6 Global Marketing Information4What is the major source of information for headquarters executives of global companies?5What are the different modes of information acquisition? Which is the most important for gathering strategic information?6Assume that you have been asked by the president of your organization to devise a systematic approach to scanning. The president does not want to be surprised by major market or competitive developments. What would you recommend?7What is the difference between existing, latent, and incipient demand? How might these differences affect the design of a marketing research project?8Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?9How does the Internet affect market information systems?Chapter7 Segmentation, Targeting, and Positioning10What is a global market segment? Pick a market that you know something about, and describe the global segments for this market.11Identify the major geographic and demographic segments in global markets. has been an early winner in the on-line book business. Which market segments has Amazon served? Are the Amazon target market segments in the United States and the rest of the world identical?13Smoking is on the decline in high-income countries where the combination of longer life expectancy, education, income, and legal action has created a powerful anti-smoking campaign. Global tobacco companies are shifting their focus from high income to emerging markets where the combination of rising income and theabsence of anti-smoking campaigns is leading to ever-increasing demand for cigarettes. Is this shift in focus by global tobacco companies ethical? What, if anything, should residents in high-income countries do about the rise in smoking in emerging markets?Chapter8 Product Decisions1.What is the difference between a product and a brand?2.What are the differences among a local, an international, and a globalproduct or brand? Cite examples.3.What criteria should global marketers consider when making productdesign decisions?4.How can buyer attitudes about a product’s country of origin affectmarketing strategy?5.Identify several global brands. What are some of the reasons for the globalsuccess of the brands you chose?6.Briefly describe various combinations of product/communicationstrategies available to global marketers. When is it appropriate to use each?Chapter9 Global Marketing Channelsand Physical Distribution1.What factors influence the channel structures and strategies available toglobal marketers?2.What is “cherry picking”? What approaches can be used to deal with thisproblem?pare and contrast the typical channel structures for consumer productsand industrial products.4.Briefly discuss the global issues associated with physical distribution andtransportation logistics. Cite one example of a company that is making efficiency improvements in its physical distribution.5.What special distribution challenges exist in Japan? What is the best wayfor a non-Japanese company to deal with these challenges?Chapter 10 Pricing Decisions1.What are the three basic factors affecting price in any market? Whatconsiderations enter into the pricing decision?2.Identify some of the environmental constraints on global pricing decision3.What is “dumping”? Is it an important trade issue or a red herring?4.What is a transfer price? What is the difference, if any, between a transferprice and a “regular” price? What are three methods for determining transfer prices?5.What are three alternative approaches to global pricing? Which one wouldyou recommend to a company that has global market aspirations?6.If you were responsible for marketing CAT scanners worldwide (averageprice, $1,200,000) and your country of manufacture was experiencing a strong and appreciating currency against almost all other currencies, what options are available for adjusting prices to take into account the strong currency situation?Chapter 11 Globalcommunication1.In what ways can global brands and global advertising campaigns benefit acompany?2.How does the standardized-versus-localized debate apply to advertising?3.When creating advertising for world markets, what issues must artdirectors and copywriters take into account?4.How do the media options available to advertisers vary in different partsof the world? What can advertisers do to cope with media limitations in certain countries?5.What is the role of public relations in global marketing?6.What is the role of sales promotion in the marketing mix? How do theseroles differ for industrial and consumer products?7.Does the role of promotion in the marketing mix vary from one country tothe next for the same product?8.How does personal selling differ in international markets?9.What effect will the Internet have on global promotion?10.One important impact is that buyers will be able to scan the world to get thebest price for the product of their choice. The balance of power will shift from producers to consumers; price disparities in different parts of the world are likely to be diminished as producers adjust to the new world of price transparency.Chapter 12 Leading, Organizing theGlobal Marketing Effort14What are the major variables influencing control in a global company?15What is the major complaint of managers in subsidiary companies about the control practices of headquarters?16What is a global marketing audit?17What kind of planning problems develop in the headquarters of a global company?18What are the problems in planning at the country or subsidiary level in a global company?19How would you advise a company manufacturing a line of construction equipment to organize on a global scale?。
《国际市场营销》英文标准答案
2008~2009学年度第二学期期末考试试卷国际市场营销A卷答案一、Filling the Blank（1 ×20＝20）1. Marketing2. The company, suppliers ,marketing intermediaries, customers, political/legal environment, economic environment, sociocultural environment, technological environment3. Product, Price, Place, Promotion4.differentiation through products, differentiation through service, differentiation through personnel, differentiation through image5.personal selling, sales promotion, public relations Ⅱ、Individual choice: （2 ×10＝20）1-10 BDCDC DDBCA三．英译汉：(5×5=25)1.服务行业有很多种，服务类组织从大型的跨国公司如航空，银行，保险，电信，连锁酒店，以及货物运输到大量的小企业如餐馆，洗衣店，出租车......2.尽管市场调查仅能提供很少有完全保险的信息，但它对于提高营销决策成功的可能性能减少风险和不确定性。
3.中国的消费者是谨慎的，关注质量的，看重功能更重于外型，对于品牌一般模棱两可。
4．广告是一个非人员的，单向大众化传播一个产品，由营销者出钱。
它包括使用传播媒介来广而告之，说服，大众化，提醒潜在的和已存在的消费者关于一个公司的产品或活动。
5．传统地，“市场”是一个买方和卖方集中的地点来交换他们的商品，比如乡村集市。
英文版国际营销学期末试卷4
英文版国际营销学期末试卷4A, True or False (2’X10=20’)1.Items sold in the convenience stores are usually more expensive thansimilar items sold in the supermarket.2.The marginal effect of advertising on sales is always same throughoutdifferent stages of new product diffusion.3.Strategy guru Michael Porter’s three “generic” strategies are: cost leadership,diversification, and focus.4.The sales quantity of a new product is evenly distributed in different timeperiods.5.Post-purchase satisfaction is a function of the co nsumer’s product expectations andthe product’s perceived performance.6.Personal communication is a more efficient way to increase consumer’snew product awareness level than advertising7.New product development involves very high cost and risks of failure.Therefore, companies should not develop new product.8.The higher the price, the lower the demand, given others constant.9.Product line extension could possibly damage the reputation of the motherbrand.10.Marketing is both an art and a science—there is constant tension between theformulated side and the creative side.1,T 2,G 3,F 4,F 5,T, 6,F 7,F 8,F 9,T 10,FB. Multiple Choices (3’x10=30’)1, The characteristics of services include the following components EXCEPT:a, distinctivenessb, intangibilityc, perishabilityd, inseparability2, What is the objective of quantity discount to the consumers?a, provide more welfare to the consumers b, extract more consumer surplusc, attract more customers d, none of the above3, General Mills offers different product lines in China market from those in US.What kind of strategy General Mills uses here in the world marketplace?a, price discriminationb, cost leadershipc, focusd, differentiation4, If you go to a national electronic appliance chain store in China, you will find more air conditioners but fewer heaters in southern China where it is hot. A chain store in northeastern China where it is cold, however, sells more heaters but fewer air conditioners. The Chinese chain store realizes that the people in each of these areas do not have the same needs and should therefore not be offered the same products. This is an example of __________.a. benefits segmentationb. geoclusteringc. demographic segmentationd. behavioral segmentation5, In the buying center, __________ are people who request that something be purchased, including users or others.a. initiatorsb. influencersc. decidersd. approvers6, Bentley produces fine automobiles with price tags in the $300,000 and above range. Because the number of people with sufficient income to purchase a Bentley is relatively small, we might say Bentley is engaged in __________ marketing.a. localb. aggregatedc. individuald. niche7, The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company is termed__________.a, the sales reporting systemb, marketing researchc, marketing intelligenced, the sales force8, What are the two solutions to unprofitable customers?a. Lower fees; reduce service.b. Lower fees; increase service.c. Raise fees; increase service.d. Raise fees; reduce service.9, In the absence of noticeable and rapid healing, Susan is not sure whether she got good service by her physician. Medical services are a good example of this type of difficulty— __________—where the consumer finds hard to evaluate even after consumption.a. search qualitiesb. experience qualitiesc. credence qualitiesd. differentiation qualities10, Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down the cost and thus expand the market. This is most indicative of the __________ concept.a. productionb. productc. customerd. marketing1,a 2,b 3,d 4,b 5,a 6,d 7,b 8,d 9,c 10,aC. Short Essay Questions (10’+10’=20’)1, Perform a limited SWOT analysis for the Wal-Mart company. (10’)Strength: low price, scale of economy, high bargaining power to supplier and customer, strong reputationWeakness: low serviceOpportunity: expansion to other country and areaThreat: strong local competitors with established relationship with suppliers.2, Happy Days seafood restaurant in Sanya of Hainan Province has just been bought by a young and rich Chinese businessman. The new owner wants to make Happy Days stand out among the many competitors by being the highest quality restaurant. Explain at least five ways Happy Days quality could be improved. (10’)∙Reliability∙Assurance∙Tangibles∙Empathy, and∙ResponsivenessOR.Identify high quality foodHire highly skilled chefs and waitressStandardize cooking and serving processCultivate good meal environment in restaurantDifferentiate product features and relevant pricing strategyD. Long Essay Questions (30’)China Premium League Football Match is a popular TV program in China.1)Please discuss the marketing efforts of China Premium League Football Matchitself, in terms of traditional marketing mix: price, product, promotion and place.What is doing right and what is left to be improved in future? (15’)Price: OK. Not too expensive.Product: really bad. Corruption everywhere. If the product quality is too bad, it may drive audience away.Promotion: OK. With some new features.Place: OK covering all major cities in China.2)Please answer whether a company should or should not take advantage of ChinaPremium League Football Match to market its products. If you choose yes, please explain how to market the product by China Premium League Football Match. If you choose no, please explain why you would not like to market the product by China Premium League Football Match. (15’)Yes. High exposure rate so far. Sporty goods, goods purchased by male are more appropriate than products purchased usually by female.No. The League match is really too bad and destroys the reputation of products advertised with them.。
国际营销英语考试题
国际营销英语考试题————————————————————————————————作者：————————————————————————————————日期：1. In PLC，( )is a period of slowdown in sales growth because the product has achieved acceptance by most potential buyers. At this stage, competition increases as rival firms fight for a bigger share of the market. Profits levels off or decline because of increased marketing outlays to defend the product against competition.Introduction B. Growth C. Maturity D. Decline2.In BCG Matrix, the business with high market share and low market growth was called ( )Stars B. Cash cows C. Problem children D. Dogs3.A manufacturer of air conditioner guarantees that they will repair the air conditioner for free within a year from the consumer buying it. This belongs to ( )A. Core productB. Real productC. Enhanced productD. Not sure4. Which one of the following is not the content of socio-cultural environment? ( )A. ReligionB. BeliefC. LanguageD. Income5.The “4Ps” theory of marketing mix is developed by ( )A. Philip KotlerB. Jerome McCarthyC. Robert LauterbornD. DonE. Schuhz6.Lucy’s frie nd bought a digital camera, which is of interest to Lucy. So Lucy decides to buy one. Which stage is Lucy in? ( )A. Need recognitionB. Information searchC. Evaluation alternativesD. Purchase decision7. ( )is the pricing strategy of setting a relatively high price for a new, innovative, or much improved product or service at first, then lowers the price over time.A. Market skimmingB. Market penetrationC. TenderingD. Contribution pricing8. A well-developed model of buyer behavior is ( ). The essence of the model is that it suggests consumers will respond in particular ways to different stimuli after they have “processed” those stimuli in their minds.A. stimulus-response modelB. black-box modelC. both A and BD. neither A or B9. When backed by purchasing power, wants become ( )A. social needsB. physical needsC. self-esteem needsD. demandsⅡ. Answer the questions.What are the contents involved in Macro-environment and Micro-environment?What are the types of competitors?What are the three levels of a product?How does the Boston Box classify products?What are the stages of PLC? What are the characteristics of every stage?What are the characteristics of market penetration pricing and market skimming pricing respectively?7. What is the simplest distribution channel?8. What is the buyer decision process for general products?9. How is the post-purchase behavior important for a company?10.What are the factors affecting consumer behavior?11.How are the reference groups classified?12.What are the Maslow’s hierarchy of needs?13.To describe the four types of buying behavior with a figure.Quiz21.生产消费品中的便利品的企业通常采取（）渠道策略。
英文版国际营销重点及答案
国际营销International Marketingis 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.国际营销市场细分International marketing market segmentationEnterprises after entry into a foreign market, due to customer demand is varied in the country, businesses cannot meet all the needs of customers, and can be broken down into a number of markets, meet the needs of one or several markets.After that when the company decides to enter an overseas market, it will find that customer demand on the local market there is still a difference, need to be further subdivided into a number of markets, with a view to selecting one or several markets to target markets.文化culture（1）is the sum of the "value, rituals, symbols, beliefs, and through processes that are learned and shared by a group of people ,then transmitted from generation to generation."（2）Is the human made part of human environment-the sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society营销渠道Marketing channelsMarketing (Marketing channels) refers to the product or service path along the transfer, transfer from participating product or service activities in order to make the product or service is easy to use or consumption of all organizations.销售促进销售促进（英文为：Sales Promotion，简称SP）Sales promotion (English: Sales Promotion, known as SP), also known as a marketing promotion, it is an enterprise using a variety of short-term incentives to encourage consumers and brokers to buy promotional activities, distribution of products and services.1.国内营销与国际营销区别和共同点International marketing is developed on the basis of marketing. As the different branches of marketing, international marketing and domestic marketing of existing linkages, and differentiated.(A)Link1. Based on commonality of international marketing and domestic marketing are based on the principles of economics as a theoretical basis.2. Consistency of concepts in contemporary economic activity, international marketing and domestic marketing concepts are consistent in nature, are "marketing concept" as a guiding principle, to meet consumer demand and user-centric.3. Operation is easy, in management, international marketing and domestic marketing there is often a certain amount of contact. Their business processes, international marketing is an extension of domestic marketing(B) the difference1. International marketing environment has become more complex2. Uncertainties facing the international market moreChanging trend of the market demand for our products, as well as consumer buying motives, consumer psychology, evaluation of products, it is difficult to determine. Enterprises ' difficulty in timely, accurate information about competitors ' reactions, and multinational market research more difficult. Companies are struggling to choose the more suitable advertising media and advertising tools, selection and control of international marketingchannel is more difficult to determine.3. selection of international than domestic marketing more diverse, more difficult.4. International marketing marketing harder2.文化具有哪些特点？文化具有的一些特征。
国际市场营销考试复习题答案
International Marketing一、名词解释: 1．International marketing ：International marketing is defined as the performance of business activities designed to plan,price, promote, and direct the flow of a company go'od s sand services to consumers or users in more than one nation for a profit. 2．strategic international alliance (SIA)A strategic international alliance (SIA) is a business relationship established by two or more companies to cooperate out of mutual need and to share risk in achieving a common objective.3．Common law,The basis for common law is tradition, past practices, and legal precedents set by the courts through interpretations of statutes, legal legislation, and past rulingsCommon law seeks “ interpretation through the past decisions of higher courts which interpret the same statutes or apply established and customary principles of law to a similar set of facts ”Civil or code law,Code law is based on an all-inclusive system of written rules (codes) of law Islamic law Islamic law defines a complete system that prescribes specific patterns of social and economic behavior for all individuals.4．Global brandA global brand is defined as the worldwide use of a name, term, sign, symbol (visual and/or auditory), design, or combination thereof intended to identify goods or services of one seller and to differentiate them from those of competitors 5．Politically sensitive products Perceived to have an effect on the environment, exchange rates, national and economic security, and the welfare of people 。
英文版国际营销学期末试卷
英⽂版国际营销学期末试卷英⽂版国际营销学期末试卷6Section 1: Multiple Choices (75%)This section has 30 questions, each worth 2.5%. For each question, you must choose ONLY one choice which you think best fits in. Please transfer the code of your choice into the attached Answer Sheet.1. Marketing seeks to create and manage profitable customer relationships bydelivering ________ to customers.a. competitive pricesb. superior valuec. superior serviced. superior promotione. product assortment2. Customer satisfaction depends on the product’s perceived valu e relative tothe buyer’s ________.a. cost of obtaining the productb. expectationsc. cost of competing productsd. cost of the lost experiencee. all of the above3. To reduce demand for space on congested expressways in Washington,D.C., the Metropolitan Washington Council of Governments has attemptedto engage in ________.a. target marketingb. deregulationc. demarketingd. gray marketinge. integration4. Your firm is attempting to divide up the total market to determine the bestsegments it can serve. Which is the correct order of doing so?a. market segmentation, target marketing, market positioningb. target marketing, market positioning, market segmentationc. market positioning, market segmentation, target marketingd. market segmentation, market positioning, target marketinge. mass marketing, demographic segmentation, psychographicsegmentation5. A company with limited resources might enter a new market by serving ________ segment(s).a. the largestb. the most profitablec. duald. one or a fewe. three or more6. 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; convenience7. This systematic collection and analysis of publicly available information aboutcompetitors and developments in the marketing environment is very useful.What is it called?a. marketing datab. marketing intelligencec. Web masterd. sales and sales managemente. secondary data8. Survey research is best suited for gathering ________ information.a. personalb. preferencec. attituded. descriptivee. exploratory9. Which form of data can usually be obtained more quickly and at a lower cost?a. primaryb. censusc. secondaryd. syndicatede. tertiary10. ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.a. Opinion leadersb. Habitual buyersc. Charismatic personalitiesd. Perceptionistse. Wild ducks11. ________ are defined as smaller cultural groups of people with sharedvalue systems based on common life experiences and situations.a. Alternative evaluationsb. Cognitive dissonancesc. Subculturesd. Motivese. Attitudes12. To marketers, more important than reality is ________, the process bywhich people select, organize, and interpret information to form a meaningful picture of the world.a. personalityb. perceptionc. selective groupd. habitual behaviore. assessment13. Markets can be segmented into groups of nonusers, ex-users, potentialusers, first-time users, and regular users of a product. This method of segmentation is called ________.a. user statusb. usage ratec. benefitd. behaviore. product frequency14. Mass marketers, such as Target and Venture Stores, ignore marketsegment differences and target the whole market with one offer. What is their approach to segmenting?a. undifferentiated marketingb. differentiated marketingc. target marketingd. blanket marketinge. intelligent marketing15. A segmenting approach that has been around for a long time that can bevery effective—________—tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even specific stores.a. micromarketingb. differentiated marketingc. niche marketingd. local marketinge. A or D16. ________ are consumer products and services with uniquecharacteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.a. Shopping productsb. Unsought productsc. Specialty productsd. Industrial productse. Line extensions17. A(n) ________ is a name, term, sign, symbol, design, or a combinationof these, that identifies that maker or seller of a product or service.a. serviceb. brandc. co-brandd. internal markete. external market18. Product mix ________ refers to the number of different product lines thecompany carries. Procter & Gamble markets 250 brands organized into many product lines.a. lengthb. heightc. widthd. perimetere. depth19. General Electric worked with Culligan to develop its Water by CulliganProfile Performance refrigerator with a built-in Culligan water filtration system. This is an example of ________.a. brand extensionb. brand equityc. co-brandingd. internal marketinge. cannibalization20. Which of the stages in the product life cycle is characterized by rapidmarket acceptance, increasing sales, and increasing profits?a. introductione. development21. What actually leads to greater competition in the maturity stage of the PLC?a. overcapacityb. many competitorsc. poor managementd. inadequate promotione. a lack of money22. Some companies have adopted a ________ strategy, offering just the right combination of quality and good service at a fair price.a. value-based pricingb. good-value pricingc. cost-plus pricingd. low-price imagee. none of the above23. Lawyers, accountants, and other professionals typically price by adding a standard markup for profit. This is known as ________.a. variable costsb. cost-plus pricingc. value-based pricingd. break-even pricee. penetration pricing24. Consumer perceptions of the product’s value set the ________.a. demand curveb. floorc. ceilingd. variable coste. image25. By definition, a conventional distribution channel consists of one or more independent producers, wholesalers, and ________.a. productsb. retailers26. The most common type of contractual agreement in business is the________.a. franchise organizationb. vertical marketing systemc. conventional marketing channeld. corporate VMSe. scrambled system27. A recent major trend, whereby producers are bypassing intermediariesand going directly to final buyers, or radically new types of channel intermediaries are emerging to displace traditional ones is referred to as ________.a. the vertical marketing systemb. the corporate marketing systemc. disintermediationd. the corporate mergere. a hostile takeover28. The communication tools a company uses to pursue its advertising andmarketing objectives is often referred to as the company’s ________.a. direct marketingb. integrated marketingc. promotion mixd. competitive marketinge. target marketing29. The major promotion tool that includes catalogs, telephone marketing,kiosks, the Internet, and more is called ________.a. sales promotionb. direct marketingc. affordable methodd. public relationse. advertising30. A message showing a product’s quality, economy, value, or performanceis called a ________ appeal.a. structuralb. rationald. morale. linguisticSection 2 Short Answer Questions (25%)Answer each question with adequate knowledge you have learned in this course. You need to present your answer and the question number in the Attached Answer Sheet.1. Outline the four major steps in designing a customer-driven marketingstrategy. (7%)Answer KeysThe first step is market segmentation: dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors, who might require separate products or marketing mixes. The company then identifies different ways to segment the market and develops profiles of the resulting market segment. The third step is differentiating the firm’s market offering to create superior customer value. The final step is mar ket positioning: arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers..2. Discuss the importance of consumer perceptions of value and costs tosetting prices. (8%)Answer KeysCustomer perceptions of value set the upper limit for prices, and costs set the lower limit.However, in setting prices within these limits the company must then consider other internal and external factors. Internal factors affecting pricing include the company’soverall marketing strategy, objectives, and marketing mix, as well as other organizational considerations. External factors include the nature of the market and demand, competitors’ strategies and prices, and other environmental fact ors.3. What advantages do multichannel distribution systems offer in today’smarkets? (8%)Answer KeysWhat is the principle advantage of using a multichannel distribution system?With each new channel in a multichannel distribution system the company expands its sales and market coverage and gains opportunities to tailor its products and services to the specific needs of diverse customer segments.。
国际市场营销（英）课堂测试题
国际市场营销（英）课堂测试题班级：姓名：学号：国贸专业 14 级《国际市场营销》（英）课堂测验⼀⼀、Cloze（共20分，每空2分）。
From a family firm with some 2,000 employees in 1966, the group has grown to become a public company comprising nine factories ①round 6,000 people at home and overseas. It ②f or 25% of the British ceramic tableware industry’s output and for 25% of its exports. The strength of Wedgwood’s marketing ③today is very much centered upon the breadth of its wares---in style, type and price range--- varying from the luxurious in fine bone china tableware to the ④in earthenware and oven-to-tableware. Wedgwood firmly believes that its wide choice of ⑤gives the right marketing ⑥and enable the Group to provide products that appeal to a ⑦section of the world public. Today, Wedgwood—a ⑧of Waterford Wedgwood following the merger in November 1986—comprises many famous names whose products have been ⑨in home and export markets for many years and has gained eleven Queen’s Awards to industry for export ⑩.⼆、Key concepts(共20分，每题2分)1. are concerned with love, friendship, status, and esteem---things that involve a person’s interaction with others.2. refers to how customers think about proposed or present brands in a market.3. means offering new or improved products for present markets.4. A is a homogeneous group of customers who will respond to a marketing mix in a similar way.5. occurs when a customer organization has a new need and wants a great deal of information.6. refers to that the firm contracts with an outside firm to product goods or services rather than to produce them internally.7. A is the people towhom an individual looks when forming attitudes about a particular topic.8.aim at one or more homogeneous segments and try to developa different marketing mix for each segment.9. The decision-making unit of a buying organization is called its .10. Firms that specialize in providing marketing functions other than buying and selling are known as .三．Match and Blank（共30分，每⼩题3分）Match each word in the left box with a word in the right box to form ten common marketing expressions. Some words can be used more than once. Then use these expressions to complete the sentences that follow.1. Convenience goods are those products that customers put forth very little effort in making a .2. The systems and power pants that electric utilities use to meet are made up of various technologies: plants fueled by nuclear energy, coal, natural gas, oil, hydroelectric power, solar, wind, biofuels, and other energy sources.3. Conversely, research on “ sport customers” demands solutions of how to build upon their brand knowledge, formulate or change their preferences for a product, and consequently determine how to make the sport product fits their expected value, personality,and .4. Participants were asked to consider three typical teammate, typical male athlete, and typical female athlete-across two drinking behaviors: frequency of drinking and quantity of drinking.5. At the same time, new surveys show that 90 percent of consumers trust word-of-mouth suggestions, and that some make purchases based on such guidance. ”Consumer-created content is still new enough that it’s much more influential at driving than driving purchases,” said Ms. Riley, the Jupiter analyst.6. As The Wall Street Journal notes: ”It turns out that consumers don’t necessarily want to get their home-phone, wireless, Internet, and TV service from the same company.One : comparison shopping is difficult, since you may not know how much you really are paying for each component of a bundle.”7. Windows and paint change color to harvest sunlight or reject it. But it’s one thing for scientists to talk game and another for builders and homeowners to play. Cutting home energy use means changing and industry practice.8. Continental executives said they are trying to get the message to customers that they will get more service on longer flight. But they also said that in coming weeks, they will probably create a ““ name---Continental would still be a part of it---that would be painted on the planes that fly Calite exclusively.9. Stage has a unique small market where low rents and few direct competitors result in a very attractive store model.” Small towns provide other advantages besides little competition and low rents. Advertising costs are cheaper, and labor costs are less than they are in big cities.”10. The project is a between Cuba and the Canadian mining company Sherritt.四、判断题，对的打“T“，错的打“F”（共30分，每⼩题2分）( )1. Marketing could offer many exciting and rewarding career opportunities.( )2. A production orientation means trying to get customers to buy what the firm has produced.( )3. All marketers should act in a socially responsible manner.( )4. Target marketing is limited to small and homogeneous market segments.( )5. The customer is not part of the marketing mix but should be the target of all marketing efforts.( )6. Generally the channel of distribution is short in business markets and in the marketing of services. ( )7. Customer service is a unpaid form of personal presentation of ideas, goods, or services.( )8. The high customer satisfaction means the high customer equity.( )9. The number of segments that should be formed depends more on judgment than on some scientific rule.( )10. The multiple target market approach will apply one marketing mix to two or more market segments.( )11. Positioning could help the firm build a competitive advantage.( )12. The PSSP Hierarchy of needs has close relationship with the standard of economic.( )13. It is usually economical for marketers to change consumer attitudes than to work with them.( )14. The organizations and the final consumers are all emotional in their buying decision.( )15. Most retail and wholesale buyers see themselves as purchasing agents for their target customer.。
国际营销英语考试题
1. In PLC，( )is a period of slowdown in sales growth because the product has achieved acceptance by most potential buyers. At this stage, competition increases as rival firms fight for a bigger share of the market. Profits levels off or decline because of increased marketing outlays to defend the product against competition.Introduction B. Growth C. Maturity D. Decline2.In BCG Matrix, the business with high market share and low market growth was called ( )Stars B. Cash cows C. Problem children D. Dogs3.A manufacturer of air conditioner guarantees that they will repair the air conditioner for free within a year from the consumer buying it. This belongs to ( )A. Core productB. Real productC. Enhanced productD. Not sure4. Which one of the following is not the content of socio-cultural environment? ( )A. ReligionB. BeliefC. LanguageD. Income5.The “4Ps” theory of marketing mix is devel oped by ( )A. Philip KotlerB. Jerome McCarthyC. Robert LauterbornD. DonE. Schuhz6.Lucy’s friend bought a digital camera, which is of interest to Lucy. So Lucy decides to buy one. Which stage is Lucy in? ( )A. Need recognitionB. Information searchC. Evaluation alternativesD. Purchase decision7. ( )is the pricing strategy of setting a relatively high price for a new, innovative, or much improved product or service at first, then lowers the price over time.A. Market skimmingB. Market penetrationC. TenderingD. Contribution pricing8. A well-developed model of buyer behavior is ( ). The essence of the model is that it suggests consumers will respond in particular ways to different stimuli after they have “processed” those stimuli in their minds.A. stimulus-response modelB. black-box modelC. both A and BD. neither A or B9. When backed by purchasing power, wants become ( )A. social needsB. physical needsC. self-esteem needsD. demandsⅡ. Answer the questions.What are the contents involved in Macro-environment and Micro-environment?What are the types of competitors?What are the three levels of a product?How does the Boston Box classify products?What are the stages of PLC? What are the characteristics of every stage?What are the characteristics of market penetration pricing and market skimming pricing respectively?7. What is the simplest distribution channel?8. What is the buyer decision process for general products?9. How is the post-purchase behavior important for a company?10.What are the factors affecting consumer behavior?11.How are the reference groups classified?12.What are the Maslow’s hierarchy of needs?13.To describe the four types of buying behavior with a figure.Quiz21.生产消费品中的便利品的企业通常采取（）渠道策略。
英文版国际营销学期末试卷10
英文版国际营销学期末试卷10SECTION 1: True and False <TOTAL20 marks>For each of the following, place a “T” if the statement is “true”, “F” if the statement is false. (20 marks)__F____1.When the price setter stresses the supply or cost side of the pricing problem, they are using competition-orientation pricing.____T__2. All activities involved in selling renting, and providing goods and services to ultimate consumers for personal, family or household use are known as retailing.___F___ 3.Any paid form of nonpersonal communication about an organization, good, service or idea by an identified sponsor is called: publicity___F___ 4. The main reasons a firm segments its markets is to refine sales forecasts and allow for more product differentiation.____F___5. The retail position matrix makes use of these two dimensions:width and depth of product line._____T___6. The purchase of a bottle of water is a low-involvement purchase.___F___ 7.During the introduction stage of the PLC, sales gradually increase and competition becomes tough.___F___ 8 “Marketing” is best described as “selling”__T____ 9. The marketing objective for the maturity stage of PLC is to maintain brand loyalty.____F___10. In introduction stage, a company retains the product but reduces marketing support costs it is in what stage of the PLC.SECTION 2: Multiple Choice. (Total 40, 2 Marks/Question)Right answers are highlighted.1. Between classes, many college students stop at conveniently located vending machines for their favorite candy bar and soft drink. Their choices are generally made quickly and with little or no effort to consider alternative product offerings. The college students described here are most likely involved in __________.a)limited problem solving situationsb)routine problem solving situationsc)extensive problem solving situationsd)intensive problem solving situationse) unlimited problem solving situations Ans: b Feedback: Routine purchase decisions involve low-priced, frequently purchased products. Consumers typically spend very little effort or time seeking or evaluating alternatives. Purchase decisions resemble habitual responses and are typical of low-involvement decisions. 2. The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is called __________. a) a negative antecedent b) perceived risk c) temporal uncertainty d) spatial uncertainty e) buyers' remorse Ans: b 3. Because the average consumer operates in a complex environment, the human brain attempts to organize and interpret information with a process called __________. a) selective retention b) selective attention c) selective exposure d) selective perception e) stimulus discrimination Ans: d 4. Qu estions such as:”What ads do you remember seeing yesterday?” are an exam ple of what type of post-test? a) Aided recall b) Unaided recall c) Inquiry test d) Attitude test. 5. __________ is a favorable attitude toward and consistent purchase of a single brand over time. a) Brand bias b) Brand discrimination c) Brand loyalty d) Behavioral loyalty e) Selective perception Ans: c 6.A market segment would have a collection of prospective buyers that are: a) Ready to buy ……………………………………………………………装订线…………………………………………………b)Showing unfilled needsc)Relatively heterogeneousd)Relatively homogeneous.7.KFC in Japan sells tempura crispy strips. In northern England, it stresses gravy and potatoes, while in Thailand it offers fresh rice. In Holland instead of potatoes, KFC offers customers a potato and onion croquette. In France, KFC sells pastries alongside its chicken. These examples illustrate that KFC exhibits an understanding of and appreciation for the __________ of other societies.a)demographicsb)symbolsc)customsd)sensitivitiese)selective perceptionAns: cFeedback: Customs are what is considered normal and expected about the way people do things (including what they eat) in a specific country. KFC serves food that suits the tastes of its target markets in each of the countries listed.8.The framework to relate the market segments of potential buyers to products offered or potential marketing actions by the firm is called:a)Action gridb)Relation gridc)Product gridd)Market grid.9.When a firm distributes to two or more different types of channels for the same product, this is called:a)Double channel dutyb)Dual networkc)Split distributiond)Dual distribution10.Which of the following is NOT a criterion used in forming segments?a)Potential for increased profitb)Similarity of needs of potential buyers within a segmentc)Competitive positiond)Potential of marketing action to reach a segmente)Simplicity and cost of assigning potential buyers to segmentsAns: cFeedback: Competitive position is a reason for selecting a market, not for segmenting it. The five criteria to be used in forming segments include (1) potential for increased profit; (2) similarity of needs of potential buyers within a segment; (3) difference ofneeds of buyers among segments; (4) potential of a marketing action to reach a segment; (5) simplicity and cost of assigning potential buyers to segments.11.Automobiles and TV’s are in what stage of the PLCa)Introductionb)Growthc)Maturityd)Decline12.Campbell's found that its canned nacho cheese sauce, which could be heated and poured directly onto nacho chips, was too hot for Americans in the East and not hot enough for those in the West and Southwest. Today, Campbell's plants in Texas and California produce a hotter nacho cheese sauce than that produced in the other plants. Campbell's is using __________ segmentation.a)ageb)behavioralc)socioeconomicd)geographice)perceptualAns: dFeedback: Campbell's is marketing a different sauce to different markets depending on where they are located. This is geographic segmentation.13.What type of ad gets the consumers to take immediate action?a)Delayed-response advertisingb)Direct-response advertisingc)Direct-trigger advertisingd)Direct-action advertising14. The consumers represented by "B" in Figure 11-5 are called __________.a)innovatorsb)late majorityc)early majorityd)early adopterse)laggardsFeedback: Figure 11-5 shows the consumer population divided into five categories of product adopters based on when they adopt a new product: (A) innovators, (B) early adopters, (C) early majority, (D) late majority and (E) laggards.15. Sugarcane producers are now promoting them as an alternative source of energy to oil. They are __________.a) finding new users through a product modification strategyb) creating new use situations through a market modification strategyc) increasing use by existing customers through a product modification strategyd) modifying the product characteristicse) demarketing the productAns: bFeedback: With market modification strategies, a company tries to find new customers, increase a product's use among existing customers or create new use situations. Finding new uses for a more mature product helps extend the product's life cycle, as in the case of sugarcanes.16. Pizza Hut’s recent introduction of the thin and crispy crust pizza on top of its original thick crust is an example of __________ and should attract new buyers.a) a market-product strategyb)diversificationc)market modificationd)product modificatione)harvestingAns: dFeedback: Product modification is a strategy that involves altering a product's characteristic such as its quality, performance or appearance to try to increase the product's value to customers and increase sales.17.The marketing of two or more products in a single package price is calleda)Target pricingb)Bundle pricingc)Odd-even pricingd)Price lining.18. In response to Duracell's introduction of the Duracell Ultra battery, Energizer introduced an Advanced Formula battery, but unlike Duracell, Energizer priced its batteries at a low initial price to attract the mass market. Energizer used __________.a)penetration pricingb)prestige pricingc)skimming pricingd)price lininge)cost-plus fixed-fee pricingFeedback: Penetration pricing is setting a low initial price of a new product—the strategy Energizer chose.19.Which promotional mix alternatives allows the seller to see or hear the potential buyers reaction to the message?a)Advertisingb)Personal sellingc)Public relationsd)Sales promotions20. To handle products in the decline stage of the product life cycle, companies often use either __________.a)diversification or harvestingb)diversification or contractingc)deletion or harvestingd)deletion or diversificatione)building or contractingAns: cFeedback: To handle a declining product, a company will follow one of two strategies. Deletion is dropping the product from the company's product line; harvesting is retaining the product but reducing marketing costs.SECTION 3: SHORT ANSWERS (40 marks)Question 1 (20 marks- Branding)Pro ImageThe marketing of professional and university team sportswear and novelty items is a $3 billion-a-year industry. Pro Image was one of the first franchiser of the one-stop sports fan shop. Pro Image controls over 130 stores, with an additional 100 franchised outlets. Each franchise store costs roughly $100,000, approximately $16,000 of which covers the franchise fee with the rest going toward inventory and store improvements.Pro Image assists franchisees in site selection, lease negotiation, and advertising. Pro Image requires new owners to attend a four-day training session. Other assistance includes a business hotline and a computerized inventory and sales system. As an added service they stock hard to get items in a 4,500 square-foot warehouse, making them more readily available to franchisees.2a) Suppose you are interested in opening a sports fan shop. What are the advantages and disadvantages of becoming part of a franchise operation? (10 marks) AnswersFor franchisor:•Expansion:VC & control•Legal considerationno more licenses•Operation considerationfranchisee has greater incentivethan employeeFor franchisee:•Employmenta way of owning a business•Quick starta proven trademark•TrainingFranchisor provide significanttrainingFor franchisor:•Limited pool of available franchiseesFinancial resources & desire•ControlCareful screen franchiseeIllegal operation by franchisee damage goodwill of franchisorFor franchisee:•No guaranteeBusiness risk•ControlLoss of controlRequired to follow system•Pricefranchise fee, ongoing royalties and advertising contributions•Conflictsacting in bad faith2b) A franchise is described as what type of vertical marketing system? How does this system differ from the other two types? (10 marks)AnswersFranchising is on contractual base.The other two are based on: corporate control or administrative control.Question 2 (20 Marks)GURU, a China based brand, is an energy drink made from all natural ingredients. It combines the power of carefully chosen ingredients from around the world. GURU drink is made from carbonated water, white grape juice concentrate, natural flavors, guarana extract, lemon juice, ginseng extract, Echinacea extract and ginkgo biloba extract. While the primary benefit of most other beverages on the market today is to quench thirst and refresh, GURU’s main benefit i s to provide the user with not only a boost of physical energy, but a mental one as well. GURU is used to delivery energy for athletic performance and to aid memory (helping students study).2. a) Assuming GURU is about to enter the maturity phase in the product life cycle. What changes to the marketing mix would you advise the management of GURU as it enters this phase of the Product Life Cycle? (10marks)AnswersProduct: Different versionPrice: lower pricePlace: intensive distributionPromotion: reminding, competitive ad, sales promotion.(2.5 each)2. b) How could GURU extend its product life cycle? (4)AnswersModify the productModify the marketRepositioning2 c) Which pricing strategy would you suggest to Guru, skimming pricing or penetration pricing at current product life cycle stage? Explain why. (6 marks) AnswersThere is no right answer. As long as students indicate 3 reasons, they get the points.Penetration Pricing.a. Setting a low initial price on a new product to appeal immediately to themass market is penetration pricing, the exact opposite of skimmingpricing.b. The conditions favoring penetration pricing are:Many segments of the market are price sensitive.A low initial price discourages competitors from entering the market.Unit production and marketing costs fall dramatically as productionvolumes increase.c. A firm using penetration pricing may:Maintain the initial price for a time to gain profit lost from its lowintroductory level.Lower the price further, counting on the new volume to generate thenecessary profit.d. Penetration pricing may follow skimming pricing:A firm might initially price a product high to attract price-insensitiveconsumers as well as recoup initial R&D costs and introductorypromotional expenses.Then, penetration pricing is used to appeal to a broader segment of thepopulation and increase market share.Skimming Pricing.a. A firm introducing a new or innovative product can use skimming pricing, setting the highest initial price that customers really desiring the productare willing to pay.These customers are not very price sensitive. They weigh the newproduct’s price, and quality against the same characteristics ofsubstitutes.As consumer demand is satisfied, the firm lowers the price to attractanother, more price-sensitive segment.Skimming pricing gets its name from skimming successive layers of “cream,” or customer segments, as prices are lowered in a series ofsteps.b. Skimming pricing is an effective strategy when:Enough customers are willing to buy the product at the high initialprice to make these sales profitable.The high initial price will not attract competitors.Lowering price has only a minor effect on increasing the sales volumeand reducing the unit costs.Customers interpret the high price as high quality.These four conditions are most likely to exist when patents orcopyrights protect the new product or its uniqueness is understood andvalued by consumers.。
国际市场营销 英文版 试题
(一)一、选择题（每空1分，共20分）1. The powers exercised by a state in relation to other countries and the supreme powers exercised over its own members is called:A) government policy.B) control.C) sovereignty.D) domestication.E) none of the above.2 The ideal political climate for a multinational firm is one where there is a __________________ government.A) democraticB) socialistC) dictatorialD) stable, friendly governmentE) bribable and corrupt3 An awakening of a nation's people to pride in their country is best called:A) democracy.B) socialism.C) fascism.D) nationalism.E) localism.4 The most severe political risk is one of ____________ where a company's assets are seized without payment.A) confiscationB) expropriationC) domesticationD) liquidationE) destruction5 During a recent dictatorship in Chile, a United Fruit plant was ____________; however, the owners were paid about twenty five percent of the plant's value as compensation.A) confiscatedB) expropriatedC) domesticatedD) liquidatedE) none of the above6 Over time Brazil was able to take over and control most foreign coffee plantations. In each case, the government acquired the properties by decrees, increased involvement of Brazilian managers, and Brazilian take over of stock and options. Which of the following terms best describes the above situation?A) confiscationB) expropriationC) domesticationD) liquidationE) destruction7 All of the following are considered to be economic risks of doing abroad EXCEPT:A) exchange controls.B) local-content laws.C) import restrictions.D) tax controls.E) all of the above.8 NAFTA requires 62 percent of parts and chassis of any cars coming from member countries be NAFTA-originated (in other words, there are limits on foreign cars and parts). This process is a reflection of which of the following economic risks of doing business abroad?A) exchange controlsB) local-content lawsC) import restrictionsD) tax controlsE) price controls9 Which of the following products are NOT subject to price controls?A) pharmaceuticalsB) foodC) gasolineD) carsE) all of the above are subject to price controls10 When the United States boycotted trade with Cuba, this was called a(n):A) technological sanction.B) business sanction.C) social sanction.D) political sanction.E) none of the above11 When groups of people protested the WTO at a recent round of WTO meetings in Seattle, these ____________ served notice that actions of the WTO and IMF would get increasing attention from those that are seeking a redistribution of wealth in the world.A) PSAs (political and social activists)B) communistsC) socialistsD) peaceniksE) consumers12 _____________ is an attempt to forecast political instability to help management identify and evaluate political events and their potential on current and future international business decisions.A) Poly measurementB) Political risk assessmentC) Vulnerability modelingD) Sensitivity modelingE) Performance assessment13 Relations between governments and MNCs are generally positive if the investment does any ofthe following EXCEPT:A) provides for more direct control of a local market (thus stability) by the MNC.B) creates jobs.C) makes tax contributions.D) transfers capital, technology, or skills.E) improves the balance of payments by increasing exports.14 Which of the following is a strategy that can be used by a MNC to minimize vulnerability and risk?A) expropriationB) boycottsC) joint venturesD) political payoffsE) C and D15 All of the following are considered strategies that can be used by MNCs to reduce or minimize vulnerability and risk in the international arena EXCEPT:A) planned domestication.B) licensing.C) expanding the investment base.D) political payoffs.E) all of the above.16 . All of the following are arguments that favor protectionism EXCEPT:A) increase of business size.B) maintenance of employment and reduction of unemployment.C) conservation of natural resources.D) national defense.E) all of the above are correct arguments for protectionism.17 Which of the following regions of the world uses the greatest percentage of total energy according to the World Energy Consumption charts shown in the text?A) North AmericaB) Developing AsiaC) Eastern EuropeD) Industrialized AsiaE) South America18 By 2050, ___________ will be the most populace world region.A) AsiaB) AfricaC) EuropeD) North AmericaE) Latin America19 All of the following are primary reasons for migration from rural to urban areas EXCEPT:A) desire for greater access to government protection and ability to speak out on issues.B) desire for greater access to sources of education.C) desire for greater access to sources of health care.D) desire for greater access to sources of improved job opportunities.E) none of the above is correct answers to the question.20 In order to keep a country's population from falling, social scientists indicate that a nation needs a fertility rate of ______ children per woman.A) 1B) 1.5C) 2.1D) 2.8E) 3.5二、填空题（每空1分，共10分）1. Culture is a set of and shared by members of a society, which when acted upon by the members, produce that falls within a range of variation the members consider proper and acceptable.2. If a country sells more to other countries than it buys from them, the situation is called a favorable .3. Within the balance-of-payments statement, the _____ ______ account is a record of all exports and imports of gold, increases or decreases in , and increases or decreases in to foreign central banks.4. Instead of selling directly to , some companies use intermediaries that assume all ownership risks. Such intermediaries are known as a5. Culture is a set of and shared by members of a society, which when acted upon by the members, produce that falls within a range of variation the members consider proper and acceptable.三、使用英语解释下列名词（每小题5分，共20分）1 营业推广2 需要3 品牌4 选择经销四、根据掌握的国际市场营销知识，用汉语或英语回答以下问题（每小题5分，共20分）1 简述国际营销文化环境的构成要素。
(完整版)国际营销简答题
4’*5=20分1.What are the stages of life cycle of product? Provide a short description for each of them. Chapter1P41.product development: development &research (D&R )costs mount2. Pre-introduction:marketing planning is involved, especially promotion costs mount3. introduction--distribution/price strategyAn initial low pricing policy to get into the market, though with little competition, price may be high initially to recoup development costs. Selection of a distribution model to get the product onto the market.4. growth--sales revenues outnumber costsThe growth stage is typically characterized by a strong growth in sales and profits.5.maturity成熟-competition is getting fierce, and profits level off. This is probably the most competitive time for most products and businesses need to invest wisely in any marketing they undertake.6. decline-sales /prices/profits drop; consumers are seeking for new productsEventually, the market for a product will start to shrink.2.What difficulties did Wal-Mart encounter遇到when it tried to expand Chinese market, and how did Wal-Mart solves these problems according what you have learned inthis semester? Chapter3 P50Regionalism:Wal-Mart have difficult in interprovincial transportation and distribution of the products they cover.How:Wal-Mart encourages suppliers that sell nationwide to use the distrubution center and offers back-haul services from their local e distribution centres and back-haul trucks.Nontariff Trade Barrier:government efforts to keep Chinese products on, and imported products off shelves.How:Chinese customers are still interested in trying new, imported goods. Financial Matters:Regional fragmentation of finance regulation, tax laws, and other institution has effect on the payment side of the supply chain. How:Wal-Mart has worked with the Chinese government to set up a holding company to consolidate joint venture distribution and finance. Inefficient LTL & Private, Nationwide Parcel Delivery:The choice of service providers is limited, and tracking, pickup, and delivery are unreliable.How:Chinese state-owned transport firms and foreign freight or parcel companies have recently been established.3.List at least five international market entry strategies, and provide a short description for each of them. Chapter2 P37 Exporting：Sell products /goods/visible commodities to the buyers fromdomestic markets to oversea marketsAgency：A global company grants an organization ( called as an agent )to sell its productsFranchising: Franchising is the practice of the right to use a firm's successful business model and brand for a prescribed period of time. For the franchiser, the franchise is an alternative to building "chain stores" to distribute goods that avoids the investments and liability of a chain. Contract Manufacturing :A contract manufacturer ("CM") is a manufacturer that contracts with a firm for components or products. It is a form of outsourcing.Management contracting: A management contract is an arrangement under which operational control of an enterprise is vested by contract in a separate enterprise that performs the necessary managerial functions in return for a fee.Original Equipment Manufacture (0EM):Original equipment manufacturer (OEM) is a term used when one company makes a part or subsystem that is used in another company's end product.FDI4.Make a comparison among absolute quota(绝对配额）/tariff-rate quotas(关税配额）/voluntary export restraints (VERs 自愿出口限制）absolute quota:To impose a maximum amount on the quantity or amount of imports of certain commodities for a specified period of time.tariff-rate quotas:The importing country sets a quantitative limit on the quantity of imported goods, and applies a higher or general tax rate to the goods imported after exceeding the limitVoluntary export restriction: is an action unilaterally taken and implemented by the exporting country. It is called "voluntary" and means that the exporting country has the formal right to cancel or modify the restrictive measures.5.Why do marketeers want to expand overseas markets, carrying an established product? Chapter7 P122 Saturation: the home market has peaked and is now saturated with your product.Declining interest：Foreign demand：receiving an unsolicited demand from a foreign buyer. Share enlargement: flush with cash or energized with curiosity,they wish to increase their sales by increasing their petition Exchange value: the value of national currencies can fluctuate wildly, often with deleterious effects on domestic companies.when production cost rise and domestic buying power declines, the marketeer have no choice but tolook offshore for customers.Preproduction penetration: prior to setting up full scale offshore production, a company will sell to the targeted market as a way of testing demand , observing price elasticity, or educating the population about a product. Government request: many developing countries finance their growth through exports, since domestic buying power is limited.6.Internet research is becoming widespread nowadays. Can you illustrate the benefits and shortcomings of internet research?Benefit: speed, immediacy, and a complete disregard for physical distance.1.focused and purposeful (so not recreational browsing),es internet information or internet-based resources3.tends towards the immediate (drawing answers from information you can access without delay)4.tends to access information without a purchase price. shortcomings1.unrecognized bias,2.difficulties in verifying a writer's credentials3.not be the most suitable resources to answer a particular question1.Advertising campaign 广告营销A planned set of adverting messages repeated in a variety of media.modity 商品Any article exchanged during trade. More commonly, it’s used to refer to raw materials.3.Consumer products 消费品Goods purchased by individuals or households for their personal use, as opposed to products purchased by businesses.4.Created market 新创市场A market where a product is placed on offer with no previous demand.5.Distributor 分销商A company that undertakes to purchase products from the manufacturer for resale in a given market.6.Dumping 倾销The export of goods to a market for sale at a price below actual production cost in an effort to gain market share.7.Exchange risk 外汇风险The risk associated with the potential for a change in the market value of currencies that occurs between the time an international contract is agreed upon and when payment is actually made.8.Expropriation 征用The forcible takeover by a local government of a foreign business operatingwithin its borders. The seizure generally happens without payment.9.Found market 新发现市场A market wherein consumer demand initiates the development of goods or services to meet that demand.10.Hard currency 硬通货National currencies that hold an internationally stable value over an extended period and have great ease of exchange.11.Marketing max 营销组合The combination of the marketing elements of product, price, place and promotion to generate the sale of goods or services.12.Market research 市场调研The objective and systematic process of locating and analyzing information for making decisions about a specific market or product.13.Niche marketing 利基营销/补缺营销Marketing strategy in which a company focuses its entire effort on a small, specialized segment of a larger market.14.On-the-ground 实地考察Research or information acquired in the actual market that’s the subject of the research.15.Penetration 市场渗透The degree to which a product and its promotion have attained market share in any targeted market segment.16.Positioning 市场定位The way that customers perceive a company’s product in relation to that of its competition.17.Product life cycle 产品生命周期The series of stages through which a product passes, including development, introduction, growth, maturity and decline.18.Segmentation 市场细分A strategy wherein a large market is subdivided into ever smaller pieces, with each new segment being the focus of its own marketing plan and effort. 19.Soft currency 软通货National currencies that have an unstable international value and are difficult to exchange, due to the issuing nation’s lack of recognized reserves.20.Statistical research 统计研究A method that utilizes date and measurements to determine consumer behavior and potential demand.。
国际市场营销英语答案
国际市场营销Chapter 1Multiple choices D D D A C C B D E D B1. What will WTO bring to Chinese firm in international marketing?China successfully participating in the WTO offers both challenges and opportunities to Chinese companies.China officially joined the WTO on 10th November 2001. WTO is one of the most influential international governmental bodies to affect marketing. WTO and the World Court are set up to help to solve international trade disputes, and they also help the member countries to gain fair treatment in international trades. Since China is a member country of the organization, China can also enjoy low trade tariffs and seek equal treatment among association members, which would, of course, give companies more chances to expand their international markets.2 The differences between domestic marketing and international marketing. International marketing is more complex than domestic marketing in a number of ways. 1. Different environments, 2. Different applications of marketing principles, concepts and techniques 3. Different relations between enterprises and government.3 what are the functions of marketing?Contact: The seeking out of prospective consumers and it may be based on a variety of determinants. Improper handling of the initial contact can keep a company out of the marketplace indefinitely. Merchandising: Merchandising is the process of bringing the right product to the right place at the right time in the right quantity at the right place. Pricing: The price of a product is often the determining factor when a purchase is made and is always a key to profit. Promotion: Promotion is used to support marketing efforts: paid advertising, personal selling, public relations, and supplemental efforts. Distribution:The process of putting the consumer and the product together. Human resources: Internal marketing that occurs within a company between employers and employees is a reflection in the ability to market externally to the public. It’s essential that sellers understand, communicat e with, and value buyers.4.There are many reasons for that, environment, Competition, legal restraints, government controls, weather, fickle consumers, and any number of other uncontrollable elements can, and frequently do, affect Chapter 3Multiple choices C A C E A B D A B BThe Global economy has experienced the following changesa) Capital movements rather than trade have become the driving force of the global economy.b) Production has become "uncoupled" from employment.c) Primary products have become uncoupled from the industrial economy.d) The world economy is in control.Reasonsa) World trade is some US$ 3 trillion, whereas the London Eurodollar market - alone is some US$ 75 billion per annum and foreign exchange transactions were US$35 billion per annum. Interest and exchange rate - gains are often more lucrative than investment in goods and services manufacturing.b) Employment is in decline while manufacturing either grows or remains static. Sectors are becoming more productive, with injections of capital equipment and new technologies.c) Commodity prices may collapse but industrial economies can be unaffected.d) World trade is recognized as vital to economies as domestic growth slows down and opportunities overseas grow. Growth achievable in international trade is often at a greater rate than domestically and the returns higher.Chapter 4 Multiple choices A D D B D A A C B C1. Important to have a regulatory framework for the following reasons.a) Framework states the political, social and legal ground rules for doing business between and within countries.b) The framework gives:i) the basis for all production, exchange and distribution activitiesii) gives rise to expectations and assurances about the actions of others andiii) gives order and stability to the means of doing business.The most important rules are these:a) Defining, allocating and enforcing property rights.b) Establishing rules and conventions defining allowable and non allowable forms of cooperation and coordination (standards, rules of conduct, fair trading etc).2. Tariff barriers/duties (terms of access)a) Tariffs - single column, two column, preferential.b) Duties - ad valorem, specific, alternative, compound, anti-dumping.c) Import charges - variable, temporary, compensatory.Non tariff barriersa) Quota and trade controls.b) Discriminatory Government and private procurement policies.c) Restrictive customs procedures.d) Selective monetary control and discriminatory exchange rate policies.e) Restrictive administrative and technical regulations.Chapter 5Multiple choices C E B D D D B E C C1. Main elements of culture -"Definition of culture" - The integrated total sum of learned behavioral traits that are manifest and shared by members of society.Elements are - language, social norms, religion, ethics, socio economics, mores, traditions, societal regulations, nationalism, aesthetics, material culture, attitudes, values, social organization. (Discuss each in turn with students).2. Main approaches to culturea) Anthropological - relevance to interpretation of ways of doing business e.g. Japan versus USA.b) Marlow’s hierarchy of needs - relevance to product type, sophistication and pricec) Self reference criterion - relevance in the standardization versus adoption concepts of marketing strategy.d) Diffusion theory - relevance to rates of adoption of innovations and of new products.e) High and low context - relevance to the degree of necessity to have explicitly verbal or written communications e.g. contracts.f) Perception - relevance to sensitivity in operation of the marketing mix variables e.g. advertisingChapter 6 Multiple choices A D A C C E C C C E 1. Distinguish between primary and secondary data. When should each type be used?Answer: Primary data is data collected through observation, survey or controlled experiment for the first time during a marketing research study. Marketers rely on primary data when up-to-date, specifically targeted information is essential; when they have sufficient time to conduct the analysis; and when the good or service plays a major role in the company's total marketing strategy to warrant the expense of data collection.Secondary data refers to previously collected data from internal and external sources. Internal data include sales records, product performance, sales force activities and marketing costs. External data are obtained from local, provincial (state) and federal governments and private sources. The reasons for using secondary data include the relative low cost, the easy availability and the limited time taken by searching for it.2. What contributions can each make to the marketing research function? Answer: A marketing information system (MIS) is a planned, computer-based system designed to provide managers with a continuous flow of information relevant to their specific decision areas. An MIS permits a continuous, systematic study of any deviation from marketing goals, and allows management to adjust actions as conditions change. A marketing decision-support system (MDSS) consists of computer software that helps users obtain and use information to make marketing decisions. An MDSS is the portion of an MIS that enables marketers to explore the state of the market and do market forecasting and simulations that illustrate what might happen if various components of the marketing strategy were changed. Data mining consists of a program that searches customer information stored in data warehouses for connections. Organizations are using data mining to enhance decisions about customer preferences, sales trends, and marketing programs. Chapter 7Multiple choices E B A D A A C C E D1. List and discuss the requirements for effective segmentation.Answer: If a market segment is large, but not homogeneous enough, it becomes difficult to develop a marketing mix that would effectively fit all customers in this segment. In this case some customers may become dissatisfied and lured away by competitors who offer a better tailored marketing mix. If market segments areproperly defined most customers should be addressed with a marketing mix that can satisfy their needs well. Very well satisfied customers are more loyal. On the other hand breaking markets down into too many segments and addressing each of them with a separate marketing mix is costly. This is why it is very important to define segments in such a way that they would be large enough to be profitable, and, on the other hand, homogeneous enough to be satisfied with the same marketing mix. Chapter 8 Multiple choices C B B D D A C E E D1. Different methods of foreign market entry.These are either "direct", "indirect" or "cooperative” based.2.The advantages and disadvantages of barter, counter-trade, and export processing zones as market entry strategies.1) Export processing zones -Advantages:· host country obtains know-how,· capital, technology, employment opportunities;· foreign exchange earnings;· "reputation", "internationalization".Disadvantages:· short term investments,· capital movements,· employment movements,· transaction costs and benefits,· not part of economy so alienisation,· labor laws may be different,· bureaucracy creation.2) Barter-Advantages:· simple to administer,· no currency,· commodity based valuation or currency based valuation.Disadvantages:· risk of non delivery, · poor quality,· technological obsolescence,· unfulfilled quantities,· risk of commodity price rise thus losing out on an increased valuation,· depressed valuation,· marketability of products.3) Counter trade -Advantages:· method of obtaining sales by seller and getting a slice of the order,· method of breaking into a "closed" market.Disadvantages:· not covered by GATT,· so dumping may occur,· variety differences,· difficult to set price and service quality,· inconsistency of delivery and specification,· difficult to revert to currency trading.Chapter 11Multiple choices A B D B C B D C C C1. What is a product? What are the features of products?A product is anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need. It refers to both tangible and intangible products. When talking about product, one needs to consider its characteristics. They are 1) primary functional purpose, 2) secondary purpose, 3) durability and quality, 4) method of operation, and 5) maintenance.2. How to classify products traditionally and internationally?Product may be classified according to a variety of criteria. Traditionally, classification of products is based on users, hence the consumer goods and industrial goods.Consumer products include Convenience products, Shopping products, Specialty products, Unsought products, Industrial products include Materials and parts, Capital items, Supplies and services. Another traditional method of classifying products ishow long a product may exist. Thus, there are durable, consumable, or disposable goods. In recent years, with the fast speed of globalize economy, a product with international profit potential is more likely to gain attentions than that with local potentials. Therefore, some researchers further classified products according to their marketing potentials, ie. Local products and international products3. What is a product life cycle? Give a brief description of the separate stages. Products have a limited market life. Typically there are 4 stages for the development of a new product: Introduction, growth, maturity and decline.Introduction stage is a period of slow sales growth as the product is introduced in the market. This stage starts when the new product is first launched. Introduction takes time, and sales growth is apt to be slow. Innovators will buy product in this stage. In growth stage, sales will start climbing quickly. It’s a period of rapid market acceptance, and substantial profit improvement. The innovators will continue to buy, and early adopters will start to follow their lead, especially if they hear favorable word of mouth. They will introduce new product features, and the market will expand. Maturity stage is a period of a slowdown in sales growth because the product has achieved acceptance by most potential buyers. This maturity stage normally lasts longer than the previous stage, and it poses strong challenges to marketing management. Most products are in the maturity stage of the life cycle. In the decline stage, because the demands are less, technology advances, consumer tastes shift, or competition increases, sales show a downward drift and profits erode. Some firms withdraw from the market. As for those remaining companies, they may cut the promotion budget and reduce their prices further.4. Describe the process of designing and developing a new product.Product design is the process of designing a product’s style and function: creating a product that is attractive, easy, safe, and inexpensive to use and services, and simple and economical to produce and distribute.Eight major steps are necessary for the new product development process. They are idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, test marketing, commercialization. 5.What are the advantages and disadvantages of branding? Why are people willing to pay more for branded product than unbranded products?Some companies such as Toyota, McDonald’s, Shell Oil, and Sony have established international brand names. Branding brings both advantages and disadvantages.On a positive note, companies with well established brand can be recognized pretty soon by new markets. If the target markets have no preconceived notion about what the company represents, products of the companies can be very easily accepted by the consumers in those new markets.But famous brands of big companies sometimes are rejected for local protest. They are also blamed for some serious social and environmental problems. The fact of the international market is many companies are not equipped with highly accepted brands. These companies have even bigger problems. They have to spend extra time and money to persuade the local government, their distributors and consumers. In a foreign market, more effort would be taken to overcome problems of language and cultural differences.People are willing to buy products with well established brand because of the brand equity. Brand equity is defined as the added value a brand name gives to a product beyond the functional benefits provided. In another word, it is the value of a brand, based on the extent to which it has high brand loyalty, name awareness, perceived quality, strong brand associations, and other assets such as patents, trademarks, and channel relationships. The most valuable brands have a brand equity that is considered an important company asset. It is very important to establish the brand equity of product.Chapter 12Multiple choices C A B D A C C C D C1. What is price? Describe factors that influence price of a product.Price is the value of what a consumer exchanges in return for products. It may take the form of monetary exchange, bartered services, or other goods.Pricing is driven by three major forces. They are costs, demands and competition. Costs are very important factors that set the floor for the price that the company can charge. Whereas costs set the lower limit of prices, the market and demand set the upper limit. Competition forces companies to offer special prices to attract customers.2. What are the objectives of pricing a product?Profitability objectives involve profit levels and target-return.. V olume objectives include sales maximization and market-share goals, which are specified as a percentage of certain markets. Some prices are set to beat competition by beating the pricing leader's prices hence, the meeting competition objectives.3. What are the pricing strategies in pricing a product?Market skimming price charges the highest price possible over those buyers who most desire the product will pay. In market penetration pricing, a relatively low initial price is established for a new product. Market holding pricing is a strategy intended to hold market share. There are basically two types of cost plus pricing: the historical accounting cost method and the estimated future cost method. While costs are important they should be looked at alongside the prices of competitive products in the target markets, hence competitive pricing. Marketers of raw commodity traded on the international market subject to world prices have no alternative but to take the going price - a price governed by competition, especially on the supply side. They accept market pricing strategy. Pricing strategy also involves psychological pricing and product life cycle pricing. Psycholog ical pricing considers how consumers’ perceptions and beliefs affect their price evaluations. Product life cycle pricing strategies recognize that products and product categories generally go through a cycle, including introduction, growth, maturity and decline.4. Explain the increasing importance of value –based pricing and contrast it with cost-based pricing.Explain the increasing importance of value-based pricing and contrast it with cost-based pricing.To compete effectively, marketers may be the lowest cost producer. Sometimes the companies set their price low to gain market share and preventing competitors from entering the market. They must be willing and able to change the price frequently by responding quickly and aggressively. However, competitors can also respond quickly. Customers adopt brand switching to use the lowest priced brand. Sellers move along the demand curve by raising and lowering prices. Price sensitivity varies among market segments and across different products. Marketers need t o know buyers’ acceptable range of prices and sensitivity towards price changes and set their price according to different segments.Cost plus pricing includes direct and indirect costs or assumptions of production volume which will be a principal factor determining costs, but it has the disadvantage of ignoring demand and competitive position in the target market which now plays a very important role.5. What are the international pricing strategies?Extension (standardized pricing) is to set the same global price no matter where the target market is. It is a very simple method but does not respond to market sensitivity. Few firms use these methods to price their products in the international trade.Adaptation (differential pricing) is to set different prices in different markets. The only control is setting transfer prices within the corporate system. It prevents problems of arbitrage when the disparities in local market prices exceed the transportation and duty costs separating markets.Invention is to a mix of extension and adaptation strategy. This takes cognizance of any unique market factors like costs, competition, income levels and local marketing strategy. In addition, it recognizes the fact that headquarters price coordination is necessary in dealing with international accounts and arbitrage and it systematically seeks to embrace national experience.6. What is transfer pricing? What are the attitudes of government to transfer pricing?When a company decentralizes, organizing itself into separate profit centers, it is necessary to transfer components or finished products between units. Transfer pricing is used to motivate profit center managers, provide divisional flexibility and also further corporate profit goals. Across national boundaries the system becomes complicated by taxes, joint ventures, attitudes of governments and so on.Many governments see transfer pricing as a tax evasion policy and have, in recent years, looked more closely at company returns. Rates of duty encourage the size of the transfer price: the higher the duty rate the more desirable a lower transfer price.A low income tax creates a pressure to raise the transfer price to locate income in the low tax setting. Harmonization of tax rates worldwide may make the intricacies oftransfer pricing obsolete. Government controls, like cash deposits on importers, give an incentive to minimize the price of the imported item. Profit transfer rules may apply which restrict the amount of profit transferred out of the country. Although many multinational companies practice transfer pricing, they have various attitudes towards it. Many companies regard it as a means of encouraging and measuring corporate efficiency. Others emphasize the opportunities for financial gain or market manipulation.7. How do international trade finance? What are the most commonly used payments of international trade?Drafts covering exports, Sales against cost advances, Sales on a consignment basis, collection arrangement, Letters of credit, letter of credit is of most common use. Chapter 13 Multiple choices C C B A D C A B A D1. What is distribution? What are channels? What are the functions of channels?Distribution is the process that goods are distributed from the manufacturer to the end user. Different companies may adopt different distribution services according to their marketing objectives and strategies. Some companies have their own means of distribution, some companies deal directly with the most important customers, but many companies rely on other companies to perform distribution services for them. Channel members should have interdependency.There are eight main functions for distribution channels. Information collecting: gathering and distributing marketing research. Promotion: developing and communicating offers. Contact: communicating with prospective buyers. Matching: fitting the offer to the buyer's needs. Negotiation: reaching agreement on price and terms. Physical distribution: transporting and storing the goods. Financing: getting and using funds to cover the costs of channel work. Risk taking: assuming the risks the channel work.2. What are the different types of channels?Distribution channels can be described by the number of channel levels involved. Each layer of marketing intermediaries that performs some work in bringing the product and its ownership closer to the final buyer is a channel level. Because the producer and the final consumer both perform some work, they are part of every channel. We use the number of intermediary levels to indicate the length of a channel. Generally there are customer marketing channels and business marketing channels each has their own characters and features.3. How are channels structured?There are Vertical marketing system (VMS) which is a distribution channel structure in which producers, wholesalers, and retailers act as a unified system. One channel member owns the others, has contracts with them, or has so much power that they all cooperate. Horizontal structure which means two or more companies at one level combine their marketing efforts to open new marketing opportunities. By combination, companies enjoy greater capital, improved production abilities and extended marketing resources and accomplish more than just one single company may do. and Hybrid marketing structure which refers to the situation that single firm sets up two or more marketing channels to reach one or more customer segments. Retailers, catalogs, and sales force form a typical example for the hybrid marketing structure.4. Why are intermediaries used in marketing?The use of intermediaries results from their greater efficiency in making goods available to target markets. Through their contacts, experience, specialization, and scale of operation, intermediaries usually offer the firm more than it can achieve on its own. From the economic system's point of view, the role of marketing intermediaries is to transform the assortments of products made by producers into the assortments5 wanted by consumers.5. Tell briefly the intermediaries in both domestic and international marketing. An agent or broker brings together buyers and sellers but does not take ownership of the products being traded. A wholesaler is a business that buys large quantities of an item and resells them to retailers. Wholesalers do not usually sell directly to final users of a product. A retailer is a store or other business that sells directly to the final user. Retailers are located at shopping malls, open markets, small shops, or large retail stores. Retailers attract the attention of potential customers through product selection, convenience, product quality, sales staff assistance, and special services.Retailers are in the form of many different kinds of stores. Convenience stores usually locate near other shopping or near the homes of potential customers. Prices may be higher since smaller quantities of convenience or necessary items are carried by these stores. General merchandise retailers offer a larger variety of product types and offer more service than convenience stores. Supermarkets, department store, discount stores, warehouse club stores, and outlet stores are part of the general merchandise retailers. Specialty stores cater to one particular area such as shoes, furniture, clothing, flowers, etc. Direct sellers include mail order, telephone contacts, and door-to-door marketing. Electronic retailers are common on home-shopping TV. International trade may include intermediaries different from domestic companies. An export management company (EMC) provides complete distribution services for businesses that desire to sell in foreign markets. Export trading companies (ETC) are full-service global distribution intermediaries. An ETC buys and sells products; conducts market research; and packages, ships, and distributes goods abroad. Freight forwarders ship goods to customers in other countries. Like a travel agent for cargo, these companies get an exporter's merchandise to the required destination.A customs broker is an intermediary that specializes in moving goods through the customs process which involves inspection of imported products and payment of duties.Packaging is an important part of the marketing process, especially for international trade. When preparing for international shipping, an item should be packaged to avoid breakage, maintain the lowest possible weight and volume provide moisture-proof surroundings, and minimize theft. Shipments going by land or sea require strong containers.6. What is logistics system? How a company deals with its logistic distribution? Briefly describe it.Physical distribution refers to the physical requirements necessary to move a product from producer to end-user; it can also be called a logistics system. The major logistics functions include order processing, warehousing, inventory management, and transportation.7. What are the documents that would be prepared for international distribution? Shipped items must be accompanied by shipping and billing documents, with copies going to various departments. These documents may include: 1.) A bill of lading is a contract between the exporter and the transporter. This form describes the weight, number, and value of goods along with the names and addresses of the seller and buyer. 2.) Certificate of origin documents the country in which the goods being shipped were produced. 3.) Export declaration is required by the U.S. Department of Commerce for shipments with a value of more than $500. This form lists the information on the bill of lading along with the name of the carrier and exporting vessel. And 4.) Destination control statement verifies the country to which goods are being shipped. This document notifies the carrier and all other handlers that the shipment may only go to certain destinationsChapter 14Multiple choices B C A D B A D C B D A D B1. What is promotion? What is promotion mix?Promotion is one of the major elements of the marketing mix of the business. Promotion is a form of persuasive communication, or getting others to do what marketers want them to do.The combination of different forms of promotion is called the promotional mix.2. What are the differences among informative, persuasive, and reminder advertising? In what circumstances might a company use each?Informative advertising is the advertising used to inform consumers about a new product or feature and to build primary demand. An informative advertising is telling the market about a new product, suggesting new uses for a product, informing the market of a price change, explaining how the products works, describing available services, correcting false impressions, reducing buyers’ fears and building a company image. Persuasive advertising is to build selective demand for a particular brand (later growth and early maturity stages). It is the advertising used to build selective demand for a brand by persuading consumers that it offers the best quality for their money. Persuasive advertising is about building brand preference, encouraging switching to the bran d, changing buyers’ perception of product attributes, persuading buyers to purchase now and persuading buyers to receive a sales call.Reminder advertising is advertising used to keep consumers thinking about a product.。
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文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.1. In PLC，( )is a period of slowdown in sales growth because the product has achieved acceptance by most potential buyers. At this stage, competition increases as rival firms fight for a bigger share of the market. Profits levels off or decline because of increased marketing outlays to defend the product against competition.Introduction B. Growth C. Maturity D. Decline2.In BCG Matrix, the business with high market share and low market growth was called ( )Stars B. Cash cows C. Problem children D. Dogs3.A manufacturer of air conditioner guarantees that they will repair the air conditioner for free within a year from the consumer buying it. This belongs to ( )A. Core productB. Real productC. Enhanced productD. Not sure4. Which one of the following is not the content of socio-cultural environment? ( )A. ReligionB. BeliefC. LanguageD. Income5.The “4Ps” theory of marketing mix is devel oped by ( )A. Philip KotlerB. Jerome McCarthyC. Robert LauterbornD. DonE. Schuhz6.Lucy’s friend bought a digital camera, which is of interest to Lucy. So Lucy decides to buy one. Which stage is Lucy in? ( )A. Need recognitionB. Information searchC. Evaluation alternativesD. Purchase decision7. ( )is the pricing strategy of setting a relatively high price for a new, innovative, or much improved product or service at first, then lowers the price over time.A. Market skimmingB. Market penetrationC. TenderingD. Contribution pricing8. A well-developed model of buyer behavior is ( ). The essence of the model is that it suggests consumers will respond in particular ways to different stimuli after they have “processed” those stimuli in their minds.A. stimulus-response modelB. black-box modelC. both A and BD. neither A or B9. When backed by purchasing power, wants become ( )A. social needsB. physical needsC. self-esteem needsD. demandsⅡ. Answer the questions.What are the contents involved in Macro-environment and Micro-environment?What are the types of competitors?What are the three levels of a product?How does the Boston Box classify products?What are the stages of PLC? What are the characteristics of every stage?What are the characteristics of market penetration pricing and market skimming pricing respectively?7. What is the simplest distribution channel?8. What is the buyer decision process for general products?9. How is the post-purchase behavior important for a company?10.What are the factors affecting consumer behavior?11.How are the reference groups classified?12.What are the Maslow’s hierarchy of needs?13.To describe the four types of buying behavior with a figure.Quiz21.生产消费品中的便利品的企业通常采取（）渠道策略。
A.独家分销B.选择性分销C.密集分销D.直销2.POP广告是一种（）A.产品广告B.促销广告C.价格广告D.售点广告3.铁路和航空公司都提供交通运输服务，二者的竞争关系属于（）A.愿望竞争者B.普通竞争者C.产品形式竞争者D.品牌竞争者4.根据消费者的介入程度和品牌间的差异程度，消费者购买家用轿车的行为属于（）A.复杂型购买行为B.和谐型购买行为C.习惯型购买行为D.多变型购买行为5.空调在夏季可以让消费者感到凉爽，这一特性属于产品的哪一层次（）A.核心产品B.有形产品C.延伸产品D.无形产品6.美国福特汽车公司的创始人亨利·福特曾自豪地说：“不管顾客需要什么，我的汽车就是黑的”。
这一观念属于( )。
A．产品导向观念B．生产导向观念C．市场导向观念D．推销导向观念7. 下列关于恩格尔系数的论述，正确的是（）A．恩格尔系数反映的是一个国家或地区消费者收入水平的变化B．恩格尔系数越大，生活水平越高C．恩格尔系数越大，生活水平越低D．恩格尔系数越小，生活水平越低8. ( )差异的存在，是市场细分的客观依据。
A．产品B．价格C．需求偏好D．供给状况9.同一细分市场的顾客需求具有（）A．绝对的共同性B．较多的共同性C．较少的共同性D．较多的差异性10.某公司生产建筑工程使用的打桩机、推土机、搅拌机、起重机等机械设备，此种目标市场选择模式为（）A.产品专业化B.市场专业化C.市场集中化D.市场全面化简答题1.What is niche marketing? What benefits can be gained fromniche marketing?2.What are the types of sampling procedures?3.What should be involved in a research plan?4. What are the advantages of personal selling?5. What are the main promotion tools?6. What are the advantages and disadvantages of franchising?案例分析1某集团派两名营销人员A和B到一个小岛上进行市场调查。
一到岛上，A就发现岛上的人都不穿鞋，他立即给营销总监发电，表明没有市场可开发，于是返回。
B也发现岛上的人不穿鞋，他给总监发电说，这是一个尚待开发的市场，有潜力可挖，建议设计生产适合岛上的人穿的鞋，他继续留在岛上进行深入调查。
试从营销学角度分析A、B两人的行为。
答：1.从营销的概念看，市场营销与推销不同。
推销是以企业自身生产为出发点，通过促销宣传影响消费者，使消费者购买其产品；而营销则是以消费者的需求为生产经营的出发点，满足消费者的需求，综合运用各种科学的市场经营手段，把商品和劳务整体地销售给消费者，以促进并引导企业不断发展。
2、营销的实质是不断开发潜在需求，并努力满足消费者的这种需求。
3、本案例从两个业务员身上表现出的职业素质，实质上反映了他们不同的营销理念。
后者发现了潜在需求，而前者只注重现实需求。
4、营销总监对前者应予以辞退，后者应重用。
案例分析2强大的明星阵容、巧妙的业务植入方式，节目一经播出便引起了广大观众和电信行业的热议。
请根据上述材料谈谈你对娱乐营销的看法。
答：娱乐营销为企业创造多元化的价值；可以在短时间里提升企业的知名度；可以快速推广新产品，宣传新概念；提升企业的竞争力，加强对客户的吸引力；让客户更加容易满意，更加忠诚；让员工热爱工作，提高员工的满意度；创造企业利润，战胜竞争对手。
案例分析3你如何理解一杯咖啡的价值？当咖啡被当成货物贩卖时，一磅卖300元；当咖啡被包装成为商品时，一杯就可以卖25元；当其加入了服务，在咖啡店里贩卖，一杯最少要35-100元；但如果能让顾客体验咖啡的香醇与生活方式，一杯就可以卖到150元甚至几百元。
这就是体验的力量。
全球著名咖啡连锁星巴克的价值主张之一是：星巴克出售的不是咖啡，而是人们对咖啡的体验。
在星巴克，咖啡只是一种载体，通过这一载体，星巴克把一种独特的情调传送给顾客。
从起居室风格的装修，到仔细挑选的装饰物和灯具，煮咖啡时的嘶嘶声，将咖啡粉末从过滤器敲击下来时发出的啪啪声，用金属勺子铲出咖啡豆时的沙沙声，都是顾客熟悉的、感到舒服的声音，都烘托出一种“星巴克情调”。