国际市场营销第1章国际市场营销理论基础习题参考答案

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国际市场营销——理论、实务、案例、实训(第二版刘苍劲)参考答案与提示

“21世纪多元整合一体化”教材系列·市场营销专业国际市场营销——理论、实务、案例、实训（第二版）网络教学资源包之《参考答案与提示》第1章国际市场营销导论【教学互动1-1】（1）教学提示：本题是一个开放性的问题，在国际市场营销过程中，需要根据实际的市场情况来分析相对的“大而全”或是“小而美”，企业的国际市场营销过程中，不是偏执于某一方面，要努力做到一种平衡，就像骑自行车一样。

（2）教学提示：由于文化的差异性，同样一种产品可能面临各种不同的需求偏好，从而导致企业的营销决策需要根据当地的特殊偏好作适当的调整，哪怕是标准化程度比较高的产品也不可能在世界范围内采用完全一样的营销组合。

这就需要企业在国际营销活动当中具备“全球本土化”的能力。

即全球化思考并且本土化行动，或者说是一种如何把标准化和非标准化整合起来在国际市场上进行营销活动的能力。

除了“全球本土化”能力之外，企业在应对交叉文化的国际营销活动当中，还应该超越“自我参照标准”的障碍。

这里的“自我参照标准”是指无意识地参照本国文化的价值观、经验、和知识，并以此作为决策的依据。

■单元训练□理论题▲客观题△选择题○单项选择1）C; 2）C；3）D○多项选择1）ABCD 2）ABCD 3）AC△判断题1）错 2）对 3）错 4）对▲主观题△简答题1）什么是国际市场营销？国际营销与国内营销有何不同？参考答案：国际市场营销（International Marketing，简称国际营销，也有的称国际行销）是以营销学理论应用于国际市场大环境而形成、发展起来的，指的是企业在跨越国境的基础上计划和实施交易，以实现满足个人和组织需要的交换的过程。

国内营销和国际营销的区别不在于营销概念的不同，而是实施营销计划的环境不同。

国际市场营销是国内营销在国际市场上的延伸，作为企业超越本国国境进行的市场经营活动，是指企业为满足世界多国消费者的需要以获取利润为目的而进行的营销管理活动。

国际市场营销课后习题答案

《国际市场营销理论与实务》（第2版）习题答案仅供参考第一章国际市场营销概述一、单项选择题C C B C B二、多项选择题1.ABDE2.ABCD3.ACDE三、简答题1.简述国际营销和国际贸易的异同（1）相同点。

国际市场营销与国际贸易都是以获得利润收入为目的而进行的跨越国境的经济活动。

（2）不同点。

①所依据的理论点不同；②商品(劳务)交换的行为主体不同；③强调重点不同；④商品(劳务)转移的形态不同；⑤国际市场营销涉及企业整体发展战略问题；⑥评价绩效的信息来源不同。

2.简述企业走向国际市场的主要动因（1）国际营销的竞争动因①避开竞争锋芒。

②追逐竞争对手。

③锻炼竞争能力。

④延长产品生命周期，发挥竞争优势。

（2）国际营销的资源动因①开发自然资源。

②利用劳动力资源。

③获取技术资源。

④赢取信息资源。

（3）国际营销的利润动因①通过规模效应，获得更大利润。

②利用资源优势，获得更大利润。

③利用优惠政策，获得更大利润。

同时，一些国家为了吸引外商投资，在税收等方面采取一系列优惠政策。

国际企业也可以通过东道国政府的优惠政策获得更大的收益。

3.试区别国内营销、出口营销、国际营销、多国营销、全球营销（1）国内营销。

国内营销是指国内市场为企业唯一的经营范围，企业经营的目光、焦点、导向及经营活动集中于国内消费者、国内供应商、国内竞争者。

其公司在国内从事营销活动可能是有意识的、自觉的战略选择，活着是无意识的、不自觉的想躲避国外竞争者的挑战，有时甚至由于对外界环境的无知而造成“出口恐惧症”，对出口销售持消极态度。

（2）出口营销。

出口营销时期一般指20世纪第二次世界大战后至60年代。

但是，此阶段仍以出口产品为主组织国际市场营销活动，对国际市场调研、产品开发的自觉性还不够。

这是企业进入国际市场的第一阶段。

其目标市场是国外市场，企业在国内生产产品到国外销售，满足国外市场需求。

在这一阶段产品与经验成为发展出口营销的关键。

同时，国际营销者还要研究国际目标市场，使产品适应每个国家的特殊要求。

国际市场营销（第十六版）参考答案

国际市场营销（第十六版）参考答案Keys to the exercises of Chapter1Marketing’s Value to Consumers, Firms and Society1.Multiple choices.(1)B(2)D(3)C(4)D(5)A2.Terms translation.(1)营销(2)融资(3)顾客满意度(4)计划经济(5)社会责任(6)中间商(7)合作者(8)销售时代(9)营销伦理(10)规模经济3.True or false.(1)F(2)T(3)T(4)T(5)T(6)T(7)F(8)T(9)F(10)T4.Fill in the blanks.(1)Economics of scale(2)E-commerce(3)Customer value(4)spatial separation(5)Standardization and grading(6)collaborators(7)command(8)sales(9)marketing(10)micro-macro dilemma5.Answer the following questions.(1)There are seven main functions of marketing:selling,pricing,financing, promotion,distribution or channel management,product or service management, marketing information management.(2)Marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client.(3)Micro-marketing refers to the marketing of products or services designed to meet the needs of a very small section of the market.Macro-marketing is a social process that directs an economy’s flow of goods and services from producers to consumers in a way that effectively matches supply and demand and accomplishes the objectives of society.As the same with micro-marketing,macro-marketing is also concerned with the flow of need-satisfying goods and services from producer to consumer.However, the emphasis with macro-marketing is not on the activities of individual organizations.Instead,the emphasis is on how the whole marketing system works.(4)Production orientation refers to making whatever products are easy to produce and then trying to sell them.Marketing orientation means trying to carry out the marketing concept.Instead of just trying to get customers to buy what the firm has produced,a marketing-oriented firm tries to offer customers what they need. (5)Open-ended.Keys to the exercises of Chapter2:Evaluating Opportunities in theChanging Market Environment1.Multiple choices(1)C(2)B(3)D(4)B(5)A2.Terms translation(1)公司宗旨(2)竞争环境(3)可持续的竞争优势(4)竞争对手分析(5)经济环境(6)文化和社会环境(7)国民总收入(GNI)(8)智能代理(9)民族主义(10)可持续性3.True or false(1)T(2)T(3)F(4)F(5)T(6)F(7)T(8)T(9)F(10)T4.Fill in the blanks(1)mission statement(2)monopoly(3)opportunities(4)Artificial intelligence(AI)(5)intelligent agent(6)Nationalism(7)Free trade(8)competition(9)return on investment(10)Sustainability 5.Answer the following questions(1)The marketing manager should be heard when the company is setting objectives. But setting whole-company objectives—within resource limits—ultimately is the responsibility of top management.T op management must look at the whole business, relate its present objectives and resources to the external environment,and then decide what the firm wants to accomplish in the future.(2)Many firms try to avoid this problem by developing a mission statement,which sets out the organization’s basic purpose for being.A good mission statement focuses on a few key goals rather than embracing everything.It should guide managers in determining which opportunities to pursue.(3)To find its strengths or recognize weaknesses,a firm must evaluate its functional areas(production,research and engineering,marketing,general management,and finance)as well as its present products and markets.(4)Sustainable competitive advantage refers to a marketing mix that customers see as better than a competitor’s mix andcannot be quickly or easily copied.The search for some sort of competitive advantage—requires an understanding not only of customers but also of competitors.That’s why marketing managers turn to competitor analysis—an organized approach for evaluating the strengths and weaknesses of current or potential competitors’marketing strategies.(5)open-ended.。

(完整版)《国际市场营销学》课后习题答案

1.企业走向国际市场的主要动因是什么？我国企业走向国际市场的动因有哪些特殊性？国内市场需求饱和及市场竞争激烈；国际市场的吸引力；政府鼓励与支持企业出口政策；科学技术发展为企业跨国经营提供物质前提；我国动因：国内市场竞争激烈；国外产品通过各种渠道大量涌入国内市场，使国内市场呈现出饱和状态，企业为实现产品的竞争日益激烈；获取国外先进科学技术及先进的管理技术；利用俩种资源与俩个市场获取国外低成本的生产资源及引进外资；2.什么是国际市场营销？国际营销同国内营销有何联系和区别？国际市场营销是指在一国以上把企业生产的商品或劳务引导到消费者或用户中去的经营活动；一)国际营销与国内营销的联系1．基础的共同性国际营销与国内营销都以经济学的基本原理作为理论基础。

现代管理学、统计学、数学、会计学、社会学、心理学等诸多学科的内容，既可以指导国内营销活动，又广泛运用于国际营销之中。

2．观念的一致性在当代经济活动中，国际营销观念与国内营销观念本质上是一致的，都以“市场观念”作为指导原则，以满足消费者和用户的需求为中心。

所谓满足需求，一是指满足消费者和用户对商品或服务在使用价值上的需求；二是指满足消费者和用户的心理需求。

由于观念的一致性，企业的国内外营销活动也具有一致性，即企业在国内外营销活动中都必须做到：（1）企业生产、销售产品与服务都要有自己的目标市场，即要有特定的用户作为自己的买主；（2）企业提供的产品和服务，不仅在物质功能上而且在价值观念上，都要满足目标市场的需求；（3）企业销售产品与服务在时间、地点、方式、价格等方面，都必须便于顾客购买；（4）及时为顾客提供信息和满意的售后服务，以满足现实顾客和潜在顾客对商品和服务的多种需要。

3．经营的延伸性在经营上，国际营销与国内营销往往存在一定的联系。

就其经营发生的过程来看，国际营销是国内营销的延伸。

粗略说来，企业先从事国内营销，再逐渐发展到国际营销。

也就是说，企业发展国际营销，一般都有一个渐进的过程。

国际市场营销全球营销学每章课后习题答案

全球营销学第四版每章课后习题答案第一章Introduction to Global Marketing1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?P31、Surpass the competition at the task of creating perceived value for customers2、The Guide line is the value equation –Value = Benefits/Price (Money, Time, Effort, Etc.)P42.What is mean by “global localization”?（全球本土化策略）Is Coca-Cola a globalproduct? Explain.The phrase “global localization” represents an attempt to capture the spirit of the rallying cry for o rganizations in the 21st century, namely, “think globally, act locally.”Most people will agree that Coca-Cola is a global product by virtue of the fact that it is available in more than 195 countries in red cans bearing the distinctive signature style. It must be noted, however, that customer service efforts are adapted to the needs of particular markets, e.g., vending machines in Japan. Thus, Coca-Cola is both global and local.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world markets; 2. standardization versus adaptation is the extent to which each marketing mix element can be standardized or adapted in various country markets; 3. concentration of marketing activities is the extent to which activities related to marketing mix are performed in one or a few country locations; 4. coordination of marketing activities is the extent to which activities related to marketing mix are performed interdependently around the globe; 5. integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of world are interdependent.Examples: 1. Coke is the best-known, strongest brand, as the Coca-Cola Company, supporting its Coke, Fanta, and Powerade brands with marketing mix elements both that are globe and local, is adept at adapting sales promotion, distribution, and customer service efforts to local needs;2. Mcdonald’s business model is a restaurant system that can be set up virtually anywhere in the world and offers core menu items-hamburgers, French fries, and soft drinks-in most countries, and the company also customizes menu offerings according to local eating customs.4.How do the global marketing strategies of Harley-Davidson and Toyota differ?Harley-Davidson motorcycles are known the world over as “the” all-American motorcycle. Harley’s mystique and heritag e are associated with the USA. The company backs up this positioning with exports from two U.S. manufacturing locations. By contrast, Toyota builds some models (e.g., Camry and Avalon) for the U.S. market in the U.S., a fact that Toyota stresses in its American ad. Thus, Harley-Davidson serves global markets while sourcing locally, while Toyota’s strategy calls for serving world markets and using the world as a source of supply.5.Describe the difference between ethnocentric, polycontric, regiocentric, andgeocentric management orientations.The premise of an ethnocentric orientation is that home country products and management processes are superior. An ethnocentric company that neither sources inputs from, nor seeks market opportunities in the world outside the home country may be classified as an domestic company. A company that does business abroad while still presuming the superiority of the home country may be classified as an international company. Such a company would rely on an extension strategy whereby it would export, without adaptation, products designed for the domestic market.The polycentric orientation that predominates at a multinational company leads to aview of the world in which each country markets is different from the others. Local country managers operating with a high degree of autonomy adapt the marketing mix in a polycentric, multinational company. Managers who are regiocentric or geocentric in their orientations recognize both similarities and differences in world markets. Market opportunities are pursued using both extension and adaptation strategies. The regiocentric and geocentric orientations are characteristic of global transnational companies.OrEthnocentric orientation: home country is superior to the rest of the world, sees similarities in foreign countries，leads to a standardized or extension approach; Polycentric orientation: the opposite of ethnocentrism, each country in which a company does business is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; management`s goal is to develop an integrated regional strategy; Geocentric orientation：views the entire world as a potential market and strives to develop integrated world market strategies.6.Identify and briefly describe some of the forces that have resulted in increased globalintegration and the growing importance of global marketing.P21+Driving Forces：Regional economic agreements、Market needs and wants、TechnologyTransportation and communication improvements、Product development costs、Quality、World economic trends、LeverageRestraining Forces：Management myopia、Organizational culture、National controls 7.Define leverage and explain the different types of leverage utilized by companieswith global operations.Define leverage：P25第二章The Global Economic Environment1.Explain the difference between market capitalism, centrally planned capitalism,centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.Market capitalism is an economic system in which individuals and firms allocate resources and production resources are privately owned. (England).Centrally planned capitalism is an economic system in which command resource allocation is utilized extensively in an environment of private resource ownership. (Sweden)Centrally planned socialism, in this type of economic system, the state has broad powers to serve the public interest as it sees fit. (Former Soviet Union)Market socialism, in such a system, market allocation policies are permitted within an overall environment of state ownership. (China)2.What is a BEM? Identify the BEMs according to their respective stages of economicdevelopment.P53P56-583. A manufacture of satellite dishes is assessing the world market potential for hisproducts. He asks you if he should consider developing countries as potential markets.How would you advise him?Despite the difficult economic conditions in parts of developing countries, many nations will involve into attractive markets.One of marketing’s roles in developing countries is to focus resources on the task of creating and delivering products that are best suited to local needs and incomes. The role of marketing to indentify people’s needs and wants is the same in all countries, irrespective of level of economic development. It is also an opportunity to help developing countries join the information age.And P654.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs areranked. What does the result tell you in terms of the relevance of the index to global marketers?P52第三章Social and Cultural Environments1.What are some of the elements that make up culture? How do these find expression inyour native culture?Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguish one society from another.Culture is acted out in social institutions, such as, family, education, religion, government, business.2.What is the difference between a low-context culture and a high-context culture?Give an example of a country that is an example of each type and provide evidence for your answer.PPT 第四章4-63.How can Hofstede’s cultural typologies help Western marketers better understandAsian culture?P874.Explain the self-reference criterion(自我参照准则). Go to the library and findexamples of product failures that might have been avoided through the application of the SRC.Unconscious reference to one’s own cultural values; creates cultural myopia5.Briefly explain the social research of Everrtt Rogers regarding diffusion ofinnovations,……P94pare and contrast USA and Japan in terms of traditions and organizationalbehavior and norms.第四章The Legal and Regulatory Environments of Global Marketing1.What is sovereignty? What is it an important consideration in the politicalenvironment of global marketing?sovereignty2.Describe some of the sources of political risk. Specially, what forms can political risktake?Tension between aspirations and realityPrimarily occurs in lower and lower-middle income countries–Indonesia and economic crisisWhen political risk occurs in high income countries, it is generally due to a long-standing conflict–Northern IrelandP1423.Briefly describe some of the differences between the legal environment of a countrythat embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasons conflictsarise in the first place. Identify and describe several legal issues that relate to global commerce.Intellectual PropertyAntitrustContractualLicensing and Trade Secrets5.“See you in court” is one way to respond when legal issues arise. What otherapproaches are possible?LitigationFormal arbitration–Settles disputes outside of court–Groups agree to abide by panel’s decision1958 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards–Most important treaty regarding international arbitration第五章Global Information Systems and Market Research1.Explain two information technology puts powerful tools in the hands of globalmarketers.Modern IT tools provide the means for a company's marketing information system and research functions to provide relevant information in a timely, cost –efficient, and actionable manner.Electronic data interchange (EDI) allows business units to submit orders, to issue invoices, to conduct business electronically, Wal-Mart legendary for its EDI, save time and money, enables retailers to improve inventory management. Transaction formats are universalEfficient Consumer Response (ECR) This is in addition to EDI, an effort for retailers and vendors to work closely on stock replenishment(补充). ECR can be defined as a joint initiative by members of a supply chain to work toward improving and optimizing(最优化) aspects of the supply chain to benefit customersIntranet, Electronic Point of Sale (EPOS), Data Warehouses are also helping businesses improve their ability to target consumers and increase loyalty.2.What are the different modes of information acquisition? Which is the most importantfor gathering strategic information?3.4、Outline the basic steps of the market research process.5、What is the difference between existing, latent, and incipient demand? How mightthese differences affect the design of a marketing research project?Demand and profit potential, in turn, depend in part on whether the market being studied can be classifieds existing or potential. Existing markets are those in which customer needs are already being served by one or more companies. In some instances, there is no existing market to research and. information may be readily available. A latent market is in essence, an und iscovered segment .It’s a market in which demand would materialize if an appropriate product were made available. An incipient market is a market that will emerge if particular economic demographic, political, or sociocultural trend continues. A company is not likely to achieve satisfactory results if it offers a product in an incipient market before the trends have taken root.Market growth, brand loyalty, market segment, product, sales promotion, pricing, distribution, will be different in marketing research project.6.Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?A number of techniques are available for analyzing survey data.Factor analysis can be used to transform large amount of data into manageable units. It is useful in psychographic segmentation studies or creating perceptual maps; cluster analysis allows the researchers to group variables into clusters that maximize within-group similarities and between-group differences. It can be used to do global marketing research, to perform benefit segmentation, and to identify new product opportunities. Multi dimensional scaling is another technique for creating perceptual maps which is particular useful when there are many product to choose and consumers have difficulty in verbalizing their conceptions. Conjoint analysis is used to gain insights into the combination of features that will be the most attractive to consumers. It is useful when determines the values and utilities of the various levels of product features and plots them graphically.第六章Segmentation, Targeting, and Positioning1.differentiate the five basic segmentation strategies. Give an example of a companythat has used each one.P170-P1831、IncomePopulationsAge distributionGenderEducationOccupation2、Grouping people according to attitudes, value, and lifestyles3、4、Benefit segmentation focuses on the value equation–Value = Benefits / Price5、The population of many countries includes ethnic groups of significant size2.Explain the difference between segmenting and targeting.P200pare and contrast standardized, concentrated, and differentiated global marketing.Illustrate each strategy with an example from a global company.Standardized global marketing is mass marketing on a global scale with undifferentiated target marketing (Revlon International)Concentrated global marketing, involves devising a marketing mix to reach a niche. A niche is simply a single segment of the global market. (Germany`s Winter halter) Differentiated global marketing, represents a more ambitious approach than concentrated target marketing with multi-segment targeting and two or more distinct markets (Rover)4.5.What is positioning? Identify the different positioning strategies presented in thechapter and give examples of companies or products that illustrate each.Locating a brand in consumers’minds over and against competitors in terms of attributes and benefits that the brand does and does not offer.P192-1956.What is global consumer culture positioning? What other strategic positioningchoices do global marketers have?Identifies the brand as a symbol of a particular global culture or segment.P1967.What is high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.High-tech products are sophisticated technologically complex, and/or difficult to explain or understand, and frequently evaluated in terms of their performance against established objective standards. High-tech global consumer positioning also works well for special interest products associated with leisure of recreation.High-touch products, consumers are generally energized by emotional motives rather than rational ones, and frequently evaluated in terms of their performance against established subjective, aesthetic terms.Some products can be positioned using both strategies, with both satisfying buyers’ rational criteria and evoking an emotional response. Nokia, for example, combines technical performance with a fashion orientation.第七章Global Market Entry Strategies:1.What are the advantages and disadvantages of using licensing as a market entry tool?Give examples of companies from different countries that use licensing as a global marketing strategy.Advantages to LicensingProvides additional profitability with little initial investmentProvides method of circumventing tariffs, quotas, and other export barriersAttractive ROILow costs to implementDisadvantages to LicensingLimited participationReturns may be lostLack of controlLicensee may become competitorLicensee may exploit company resourcesP2062.What is foreign direct investment? What forms can FDI take?P209Partial or full ownership of operations outside of home countryForms:Joint ventures–Minority or majority equity stakes–Outright acquisition3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuable toFord---the physical assets or the name?P2154.What is meant by the phrase global strategic partnership? In what ways does this formof market entry strategy differ from more traditional forms such as joint ventures? Participants remain independent following formation of the allianceParticipants share benefits of alliance as well as control over performance of assigned tasksParticipants make ongoing contributions in technology, products, and other key strategic areasPPT3055.What are Keiretsu? How does this form of industrial structure affect companies thatcompete with Japan or that are trying to enter the Japanese market?PPT307书P2276.Which Strategic options for market entry or expansion would a small company belikely to pursue? A large company?StrategiesCompanies must decide to expand by:–Seeking new markets in existing countries–Seeking new country markets for already identified and served market segments第八章Product and Brand Decisions1.What is the difference between a product and a brand?A product is a good, service, or ideaBrandsBundle of images and experiences in the customer’s mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand ImageThe added value that accrues to a product as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time2.How do local, international, and global products differ? Cite examplesLocal Product is one that has achieved success in a single national market and represents the lifeblood of domestic companies. （Coca-cola, ginseng beverage only in Japan）International product is offered in several markets in a particular region (Euro-product, only in euro zone)Global product meets the wants and needs of a global market and is offered in all world regions (personal stereos)3.What are some of the elements that make up a brand? Are these elements tangible orintangible?IntangibleP2414.What criteria should global marketers consider when making product designdecisions?In many instances, packaging is an integral element of product-related design decisions. Packaging is designed to protect or contain the product during shipping；Labeling provides consumers with various types of information; Aesthetics differ around the world. Global marketers must understand the importance of visual aesthetics; Product Warranties is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure. Warranties can be used as a competitive tool5.How can buyer at titudes about a product’s country of origin affect marketing strategy?买家对于原产国的态度对营销策略有什么影响？Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries–Japan–Germany–France–ItalyP252-2546.Identify several global brands. What are some of the reasons for the global success ofthe brands you chose?Both products and brand are good……7.Briefly describe various combinations of product-communication strategies availableto global marketers. When is it appropriate to use each?Product-communication extension (dual extension) is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market. It used frequently with industrial (business to business) products.Product extension-communication adaptation strategy is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used frequently when consumer conceptions outside the home market are very different from domestic marketProduct adaptation-communication extension is an approach to global product planning is to extend, without change, the basic home-market communications strategy while adapting the product to local use or preference conditions. It used frequently when natural conditions outside the home market are very different from domestic market Product-communication adaptation (dual adaptation) strateg y is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the home market, environmental conditions or consumer preferences differ;第九章Pricing Decisions1.What are the basic factors that affect price in any market? What considerations enterinto the pricing decision?In global marketing, the task of setting prices is complicated by fluctuating exchange rates. Currency fluctuations can create significant problems and opportunities for the classic international company that exports from the home country.Inflation, or a persistent upward change in price levels, is a problem in many country markets. It can be caused by an increase in the money supply and currency devaluation. Governmental policies and regulations that affect pricing decisions include dumping legislation, resale price maintenance legislation, price ceilings, and general reviews of price levels.Pricing decisions are bounded not only by cost and nature of demand but also by competitive action.Competitive Behavior: If competitors do not adjust their prices in response to rising costs it is difficult to adjust your price to maintain operating margins; If competitors are manufacturing or sourcing I a lower-cost country, it may be necessary to cut prices to stay competitiveThe global marketer has several options for addressing the problem of price escalation orthe environmental factors described in the last section.2.Define the various types of pricing strategies and objectives available to globalmarketers.Market Skimming and Financial Objectives: Market Skimming charges a premium price which may occur at the introduction stage of product life cyclePenetration Pricing and Non-Financial Objectives: Penetration Pricing charges a low price in order to penetrate market quickly which appropriates to saturate market prior to imitation by competitors3.Identify some of the environmental constraints on global pricing decisions. Currency FluctuationsInflationary EnvironmentGovernment Controls, Subsidies, RegulationsCompetitive BehaviorSourcing4.Why do price differences in world markets often lead to gray marketing?Because price differences in world markets lead to trademarked products are exported from one country to another where they are sold by unauthorized persons or organizationsGray marketing occurs when product is in short supply, when producers use skimming strategies in some markets, and when goods are subject to substantial mark-ups 5.What is dumping? Why was dumping such an important issue during the UruguayRound of GATT negotiations?Sale of an imported product at a price lower than that normally charged in a domestic market or country of origin.P2966.What is transfer price? Why is it an important issue for companies with foreignaffiliates(外国子公司)? Why did transfer pricing in Europe take on increased importance in 1999?The transfer price is that Pricing of goods, services, and intangible property bought and sold by operating units or divisions of a company doing business with an affiliate in another jurisdiction.P2997.What is the difference between ethnocentric, polycontric, and geocentric pricingstrategies? Which one would you recommend to a company that has global market aspirations?P291-292 PPT240-242pare and contrast the different forms of countertrade.Countertrade occurs when payment is made in some form other than moneyOptions–BarterThe least complex and oldest form of bilateral, non-monetary counter-tradeA direct exchange of goods or services between two parties–Counter-purchase P303-304–Offset–Compensation trading–Cooperation agreements–Switch trading第十章Global Marketing Channels and Physical Distribution1.In what ways can channel intermediaries create utility for buyers?ObjectivesMarketing channels exist to create utility for customers–Place utility -availability of a product or service in a location that is convenient to a potential customer–Time utility -availability of a product or service when desired by a customer–Form utility -availability of the product processed, prepared, in proper condition and/or ready to use–information utility -availability of answers to questions and general communicationabout useful product features and benefits2.What factors influence the channel structures and strategies available to globalmarketers?B2CThe characters of both buyers and products have an important influence on channel design.The number of individual buyers and their geographic distribution, income, shopping habits and different channel approaches.Products characters such as degree of standardization, perishability, bulk, service requirements, and unit price have an impact as well.Channels tends to be longer as the number of consumers to be served increases and the price per unit decreases. Bulky products usually require channel arrangements that minimize the shipping distances and the number of times products change hands before they reach the ultimate customer.B2BAs is true with consumer channels, product and consumer characteristics have an impact on channel structure. Three basic elements are involved: the manufacture's sales force, distributors or agents and wholesalers.Channel strategy in a global marketing program must fit the company's competitive position and overall marketing objectives in each national market.market factors: consumer profiles, market size and location of country.3.What is cherry picking? What approaches can be used to deal with this problem?P323pare and contrast the typical channel structures for consumer products andindustrial products.P340 PPT252-2555.Identify the different forms of retailing and cite an example of each form. Identifyretailers from as many different countries as you can.PPT258-259 P3256.Identify the four retail market expansion strategies discussed in the text. What factorsdetermine the appropriable mode?Organic–Company uses its own resources to open a store on a green field site or acquire one or more existing retail facilitiesFranchise–Appropriate strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structuresChain Acquisition–A market entry strategy that entails purchasing a company with multiple existing outlets in a foreign countryJoint Venture–This strategy is advisable when culturally distant, difficult-to-enter markets are targeted 7.What special distribution challenges exist in Japan? What is the best way for anon-Japanese company to deal with these challenges?第十一章Global Marketing Communications Decisions:Advertising and Public Relations1.In what ways can global brands and global advertising campaigns benefit a company? P3482.How does the “standardized versus localized” debate apply to advertising?Four difficulties that compromise an organization’s communicat ion efforts–The message may not get through to the intended recipient.–The message may reach the target audience but may not be understood or may even be misunderstood.–The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender.–The effectiveness of the message can be impaired by noise.。

国际市场营销习题答案-1-14章(1)

课后习题答案第一章导论一、单选A 2B 3D 4C 5C 6D 7D 8C 9D 10C二、多选题1 ABCDE2 ABCDE 3ABD 4 ABCD 5 ABD三、简答：1．国际市场营销的含义是什么?国际市场营销是指企业根据市场国消费者的消费习惯与需求，将产品和服务提供给国外的消费者的跨越国界的营销行为。

国际市场营销的本质是企业通过为国际市场上的消费者提供满足其需要的产品和服务从而获得利润的经营活动。

国际市场营销相对于国内市场营销更具有复杂性、风险性、困难性等。

2．国际市场营销的基本理论有哪些?国际市场营销与市场营销一样，是以经济学的基本原理作为理论基础，融合现代管理学、统计学、数学、会计学、社会学、心理学等诸多学科的内容，既可以应用于国内的市场营销活动，又广泛运用于国际市场营销之中。

以消费者的需求为中心，经历了一个由生产观念到市场观念，从以生产者为中心到以满足消费者和用户的需求为中心的发展过程。

国际市场营销是国内市场营销的延伸。

4．如何理解国际市场营销的概念?国际市场营销的本质是企业通过为国际市场上的消费者提供满足其需要的产品和服务从而获得利润的经营活动。

国际市场营销相对于国内市场营销更具有复杂性、风险性、困难性等。

因为国际市场营销是企业在国际市场进行的，由于各国的经济、政治、文化等方面都存在一定的差异，因此市场需求千差万别。

企业在进行国际市场营销活动时，必须充分调研各国的商业政策和市场特点，营销决策应因地制宜，尊重各国的文化特点。

5．市场营销学与国际市场营销学的区别。

国际市场营销与国内市场营销所面临的环境大不相同，因此，从事国际市场营销和从事国内市场营销时也存在较大的区别，具体表现在以下几个方面。

1．国际市场营销面临的环境更复杂。

国内市场营销在本国范围内进行，面临的是一种比较单纯的市场环境结构，它是由企业营销人员比较熟悉的所在国的政治、经济、法律、文化等市场环境构成。

国际市场营销所面临的市场环境则是多层次的复杂结构。

国际市场营销课后习题答案

国际市场营销课后习题答案《国际市场营销理论与实务》（第2版）习题答案仅供参考第一章国际市场营销概述一、单项选择题C C B C B二、多项选择题1.ABDE2.ABCD3.ACDE三、简答题1.简述国际营销和国际贸易的异同（1）相同点。

国际市场营销与国际贸易都是以获得利润收入为目的而进行的跨越国境的经济活动。

（2）不同点。

2.简述企业走向国际市场的主要动因（1）国际营销的竞争动因①避开竞争锋芒。

②追逐竞争对手。

③锻炼竞争能力。

④延长产品生命周期，发挥竞争优势。

（2）国际营销的资源动因①开发自然资源。

②利用劳动力资源。

③获取技术资源。

④赢取信息资源。

（3）国际营销的利润动因①通过规模效应，获得更大利润。

②利用资源优势，获得更大利润。

③利用优惠政策，获得更大利润。

同时，一些国家为了吸引外商投资，在税收等方面采取一系列优惠政策。

国际企业也可以通过东道国政府的优惠政策获得更大的收益。

3.试区别国内营销、出口营销、国际营销、多国营销、全球营销（1）国内营销。

国内营销是指国内市场为企业唯一的经营范围，企业经营的目光、焦点、导向及经营活动集中于国内消费者、国内供应商、国内竞争者。

（2）出口营销。

出口营销时期一般指20世纪第二次世界大战后至60年代。

但是，此阶段仍以出口产品为主组织国际市场营销活动，对国际市场调研、产品开发的自觉性还不够。

这是企业进入国际市场的第一阶段。

其目标市场是国外市场，企业在国内生产产品到国外销售，满足国外市场需求。

在这一阶段产品与经验成为发展出口营销的关键。

国际市场营销在线测试

第一章国际市场营销导论一、选择题1、国际贸易和国际营销在以下哪个环节是不同的（）A．定价 B．利润C．购销 D．促销参考答案：D2、推动企业营销观念变化的根本原因是（）A．消费需求的变化 B．竞争状况的变件C．社会生产力水平的提高 D．消费观念的变件参考答案：C3．奉行全球化战略的企业在营销策略的使用上（）A.既重视国外市场又重视国内市场B.重视各国市场的差异C.按国别组织营销活动D.更强调一体化参考答案：D4、属于国际市场营销策略组合4PS中的策略是（）A、国际产品策略B、国际公共关系C、国际市场探查D、国际广告策略参考答案：A5、以下观点表达了现代市场营销观念（）A、“酒香不怕巷子深”B、“帮助客户成功就是成功你自己”C、“己所不欲不施与人”D、“营销就是推销产品”参考答案：C二、判断题（）1、大市场营销观念同样适合于国内市场的封锁。

（）2、帮助客户成功就是成功你自己表达了关系营销观念。

（）3、从营销视角来看，市场是商品交换的场所。

（）4、现在营销观念和传统营销观念的一个重要区别是是否以顾客为中心和以社会为中心。

（）5、地区多元化比产品多元化更具有优越性。

参考答案：1、对；2、对；3、错；4、对；5、对第二章国际文化环境一、选择题1、由于教育水平的差异，导致各国居民对（）。

A．同一消费品偏好相同 B．同一消费品偏好不同C．任何产品承受程度不同 D．产品承受程度无影响参考答案：B2、国际文化环境中最敏感的因素是（）。

A、语言B、宗教C、教育水平D、社会组织参考答案：B3、高科技产品的营销对以下哪个文化因素比较敏感（）？A、语言B、宗教C、教育水平D、物质要素参考答案：C4、文化对国际营销的影响包括（）。

A、语言在很小程度上影响促销效果；B、语言为便捷了解当地情况提供了通道；C、语言仅仅是公司内部沟通的工具；D、多语言国家的国际营销更容易成功。

参考答案：B二、判断题（）1、国际营销文化环境主要是语言、美学、教育、宗教、社会组织、人类创造的物质条件等。

国际市场营销课后习题答案.

国际市场营销与国际贸易都是以获得利润收入为目的而进行的跨越国境的经济活动。

（2）不同点。

2.简述企业走向国际市场的主要动因（1）国际营销的竞争动因①避开竞争锋芒。

②追逐竞争对手。

③锻炼竞争能力。

④延长产品生命周期，发挥竞争优势。

（2）国际营销的资源动因①开发自然资源。

②利用劳动力资源。

③获取技术资源。

④赢取信息资源。

（3）国际营销的利润动因①通过规模效应，获得更大利润。

②利用资源优势，获得更大利润。

③利用优惠政策，获得更大利润。

同时，一些国家为了吸引外商投资，在税收等方面采取一系列优惠政策。

国际企业也可以通过东道国政府的优惠政策获得更大的收益。

3.试区别国营销、出口营销、国际营销、多国营销、全球营销（1）国营销。

国营销是指国市场为企业唯一的经营围，企业经营的目光、焦点、导向及经营活动集中于国消费者、国供应商、国竞争者。

其公司在国从事营销活动可能是有意识的、自觉的战略选择，活着是无意识的、不自觉的想躲避国外竞争者的挑战，有时甚至由于对外界环境的无知而造成“出口恐惧症”，对出口销售持消极态度。

（2）出口营销。

出口营销时期一般指20世纪第二次世界大战后至60年代。

但是，此阶段仍以出口产品为主组织国际市场营销活动，对国际市场调研、产品开发的自觉性还不够。

这是企业进入国际市场的第一阶段。

其目标市场是国外市场，企业在国生产产品到国外销售，满足国外市场需求。

在这一阶段产品与经验成为发展出口营销的关键。

同时，国际营销者还要研究国际目标市场，使产品适应每个国家的特殊要求。

国际市场营销课后习题答案.doc

国际市场营销与国际贸易都是以获得利润收入为目的而进行的跨越国境的经济活动。

（2）不同点。

2.简述企业走向国际市场的主要动因（1）国际营销的竞争动因①避开竞争锋芒。

②追逐竞争对手。

③锻炼竞争能力。

④延长产品生命周期，发挥竞争优势。

（2）国际营销的资源动因①开发自然资源。

②利用劳动力资源。

③获取技术资源。

④赢取信息资源。

（3）国际营销的利润动因①通过规模效应，获得更大利润。

②利用资源优势，获得更大利润。

③利用优惠政策，获得更大利润。

同时，一些国家为了吸引外商投资，在税收等方面采取一系列优惠政策。

国际企业也可以通过东道国政府的优惠政策获得更大的收益。

3.试区别国内营销、出口营销、国际营销、多国营销、全球营销（1）国内营销。

国内营销是指国内市场为企业唯一的经营范围，企业经营的目光、焦点、导向及经营活动集中于国内消费者、国内供应商、国内竞争者。

（2）出口营销。

出口营销时期一般指20世纪第二次世界大战后至60年代。

但是，此阶段仍以出口产品为主组织国际市场营销活动，对国际市场调研、产品开发的自觉性还不够。

这是企业进入国际市场的第一阶段。

其目标市场是国外市场，企业在国内生产产品到国外销售，满足国外市场需求。

在这一阶段产品与经验成为发展出口营销的关键。

同时，国际营销者还要研究国际目标市场，使产品适应每个国家的特殊要求。

国际市场营销第1章国际市场营销理论基础习题

第1章国际市场营销理论基础习题一、选择题1．下列有关交换的说法哪个是正确的？（）A．人们要想获得所需要的产品，必须通过交换B．交换是一个结果而不是一个过程C．交换也就是交易的另一种说法D．交换是人们获得自己所需要的某种产品的一种方式2．1984年，科特勒提出了市场营销的新概念，即（）A．大市场营销B．直接市场营销C．关系市场营销D．全球市场营销3．市场营销运行的基本要求是：一切经济活动都要围绕（）而进行。

A．企业B．市场营销C．等价交换D．市场4．哪种观念下容易出现“市场营销近视”？（）A．生产观念B．推销观念C．产品观念D．社会市场营销观念5．市场营销组合的4Ps是指（）A．价格、权力、地点、促销B．价格、广告、地点、产品C．价格、公关、地点、产品D．价格、产品、地点、促销6．在买方市场条件下，一般容易产生（）A．推销观念B．生产观念C．市场营销观念D．社会市场营销观念E．产品观念7．现代市场营销的构架形成于（）A．20世纪初B．20世纪20年代C．二次大战后D．20世纪60年代8．下列关于关系市场营销的论述不正确的是：（）A．关系市场营销就是通过不正当途径搞市场营销B．关系市场营销是交易市场营销的一种方式C．关系市场营销没有交易市场营销公平D．关系市场营销认为保持老顾客比吸引新顾客更重要9．为了适应社会对于环境保护的要求，许多企业主动采取绿色包装以降低白色污染。

这种做法反映了企业的：（）A．社会营销观念B．销售观念C．市场观念D．生产观念10．关系营销的核心概念是建立（）的长期关系：A．企业与顾客B．企业与供应商C．业与分销商D．企业与经销商11．下列哪种说法是正确的？（）A．市场营销者可以通过市场营销活动创造需求B．需要就是对某种产品的需求C．市场营销者可以通过营销活动影响人们的欲望，进而影响人们的需求D．有了欲望，需求自然产生12．许多冰箱生产厂家近年来高举“环保”、“健康”旗帜，纷纷推出无氟冰箱。

国际市场营销学(顾春梅)习题与参考答案(新)

国际市场营销学(顾春梅)习题与参考答案(新) 第一章国际市场营销学导论 1、名词解释1.答:国际营销是指企业向一国以上的市场提供产品或劳务，在满足市场需求的基础上实现更大的经济利益的跨越国界的经济活动。

2.答:多国营销是指企业开始将国外市场作为目标市场，有计划地、系统地运用国际营销手段开拓国外市场。

3.答:全球营销是指企业将全球市场作为整体，从世界范围来筹划企业的营销行为，以求得企业的综合竞争优势，实现全球利益最大化。

4.答:跨国经营是国际营销的高级阶段，它是指企业向国外市场直接输出资本，通过在当地设立子公司或分支机构等形式，在国外直接从事产品的生产经营活动。

2、简答题2.答:国际营销活动的发展经历了出口营销?多国营销?全球营销等阶段。

出口营销、多国营销、全球营销是国际营销在不同发展阶段的活动，它们既有区别，又有联系。

4.答:国际营销与国内营销的基本原理相同，但由于国际营销活动需要跨越国界在一个完全陌生的环境下进行，使国际营销要比国内营销更为复杂和困难。

国际营销与国内营销的差别主要体现在以下几个方面:1)营销环境的差异性。

由于企业的营销活动从国内市场延伸到国外市场，市(场环境发生了很大变化。

(2)营销系统的复杂性。

构成国际营销系统的主要参与者，有的来自本国，有的来自东道国，还有的来自第三国。

而在国内市场上，这些参与者大多来自本国，因此营销系统较为简单。

(3)营销过程的不确定性。

由于环境差异，使各国的消费需求存在显著差异，从而使国际营销人员无法确切地把握国外市场的需求水平、需求构成、需求心理等，难以为之提供合适的产品、制定合理的价格、构建通畅的分销网络，也难以取得理想的促销效果。

1(4)营销管理的困难性。

国际营销管理的任务不仅在于把每一个国家的市场营销活动搞好，还需要对其在各国营销业务进行统一规划、控制与协调，使母公司和分散在世界各地的子公司的营销活动成为一个整体，实现总体利益最大化。

6.答:(1)进入国外市场。

国际市场营销学课后答案chapter 1 outline

CHAPTER 1Scope, Concepts, and Drivers of International Marketing1.Please Give the overview of Chapter 12.Please describe the Levels of International Marketing Involvement3. What are the Drivers in the Business Environmen t?4. Please mention some Obstacles to Internationalization5. Please complete the following terms:a. Domestic Marketing:b. Global Marketing:c Polycentric Orientation:d Geocentric Orientation:e Regiocentric Orientation:Levels of International Marketing Involvementpanies have different degrees of commitment to international involvement; thefour levels of commitment are:a.Domestic marketing: The firm has the least commitment to internationalmarketing, with a focus solely on domestic consumers and on the home-country environment. Yet, even the local company cannot avoid the impactof the international environment on its operations: The home-countryenvironment is affected by events in the international environment and byinternational competition.b.Export marketing: The firm is indirectly or directly involved in exporting.While the firm seeks international clients, it considers the international marketto be a simple extension of the domestic market.c.International marketing: The firm has substantial focus on internationalconsumers in one or more countries. The firm has sales offices orsubsidiaries in different countries or is an active partner in alliances with localcompanies. However, the firm’s international activities ar e not coordinatedacross different countries. An international company has on of twophilosophies toward internationalization: polycentric (decentralized, nocoordination with firms in other countries) or regiocentric (with a region-widemarketing approach).d.Global marketing: The firm coordinates its marketing activities acrossdifferent countries without focusing primarily on national or regionalsegmentation. The strategy is possible due to the emergence of uniformglobal consumer segments and it entails an efficient global allocation ofcompany resources.Drivers in the Business Environment:petition: Competitive pressure from international companies will force thecompany to expand to new markets, even less profitable ones. (Example: McCannErickson advertising agency followed, until recently, its client Coca-Cola around theworld).2.Regional Economic and Political Integration: Involves lowering or eliminating barriersbetween neighboring countries and promoting trade within each regional market.Integration facilitates international trade for companies in member countries, and forcompanies from countries outside of the area.3.Technology: Media development exposes consumers worldwide to foreignprogramming. The Internet offers small and medium enterprises in both high- andlow-income countries unlimited international exposure. Technology offers a broadreach to these businesses whose advertising budget cannot cover the high cost ofinternational broadcast and print advertising.4.Improvements in the Transportation and Telecommunication Infrastructure:Improvements in telecommunications have lowered costs and allowed faster andmore efficient methods of communicating across borders. Outsourcing of customerservice to other countries has become more popular due to improvements intelecommunications. Efficient and fast travel allows for frequent interaction betweensubsidiaries in foreign countries and the headquarters. The introduction of containersin intermodal transportation and electronic communication between suppliers andcustomers greatly facilitates the transportation of physical goods.5.Economic Growth: Attributed to the emergence of a strong middle class in largemarkets. Economic growth created markets of high potential for international brands,while also opening previously closed markets.6.Transition to a Market Economy: The opening of previously closed markets inCentral and Eastern Europe and in China, and the subsequent deregulation andprivatization of former government monopolies created important new marketopportunities for international brands.7.Converging Consumer Needs: Consumers’ exposure to global brands createddemand for global products and worldwide loyalty to international brands. Theemergence of uniform consumer segments facilitates marketing strategies worldwide.Consumers, in their travels, learn of new product offerings and request them fromhome-country retailers, thus generating pull demand.Obstacles to Internationalization - Companies attempting to establish international presence are likely to encounter obstacles both from within the company and from the outside environment. Among the barriers to internationalization that companies face are the self-reference criterion, government barriers, and international competition.Domestic Marketing: Marketing that is focused solely on domestic consumers and on the home environment.Global Marketing: International marketing activities that do not have a country or a region focus and that are possibly due to the emergence of global consumer segments and efficient global allocation of company talent and resources.Polycentric Orientation: Company strategies predicated on the assumption that each country’s market in unique and should be addressed individually, with a country-specific marketing mix. Geocentric Orientation:Regiocentric Orientation: Company strategies that view world regions as distinct markets that share economic, political, and cultural traits that will respond to a region-wide marketing approach.REVIEW QUESTIONS:True/False1.True2.True3.True4.False5.FalseMultiple Choice1. C2. C3. A4. C5. B。

国际市场营销第1章国际市场营销理论基础习题参考答案

第1章国际市场营销理论基础习题参考答案一、选择题1．D 2．A 3．D 4．C 5．D6．C 7．D 8．D 9．A 10．A11．C 12．D二、判断题1．对2．错3．对4．错5．对6．错7．对8．错9．错10．对11．对12．错13．对14．对15．对16．对17．对18．错19．对20．错21．对22．对23．错24．错25．错26．对27．错28．错29．对30．错31．对32．对33．对34．错35．对三、案例分析（一）1．耐克选择的目标市场是什么？耐克选择的目标市场是大众化运动鞋市场。

2．耐克是怎样挤进“铁三角”的？耐克为挤进"铁三角"，迅速开发新式跑鞋，并为此花费巨资。

耐克运用其雄厚的研究力量开发出140余种不同式样的产品，不少产品是市场上最新颖和工艺最先进的。

这些式样是根据不同脚型、体重、速度、训练计划、性别而设计的。

这些风格各异、价格不同和多用途的产品，吸引了成千上万的跑步者。

到1979年,耐克通过策划新产品的上市和强劲的推销。

其市场占有率达到33%，终于打进了“铁三角”。

3．耐克如何推出新产品，怎样获得成功的？从市场营销的原理来看,为了使新产品开发获得成功，企业应该把握新产品开发的方向,包括:（1）多功能化。

（2）微型化。

（3）节能化（4）简易化。

（5）合理化和美化（6）智能化。

从新产品开发的方式看:（1）获取现成的新产品（2）自行开发新产品新产品开发的要求：（1）要有市场。

（2）要有特色。

（3）要有效益。

（4）要有能力。

耐克公司在综合考虑了市场环境和自身实力的基础上,推出的一系列新款跑鞋、运动鞋和多种训练用鞋,实现了新产品的多功能化,而注重运动鞋的外形与功用结合,则抓住了新产品的美观和合理性.巧妙利用了欧洲人对美国超级球星出神入化的球技的崇拜心理来推销自己的产品这一举措,是对消费市场的准确把握,也是耐克的"明星"特色体现.耐克一手塑造、推广并引领的以旅游鞋为时髦的风气和推销这种时髦的“美国形象”，使得耐克的新产品具备了运动鞋的功用和美观之外的特色——与时尚相联系，并成功地将这一特色转化为经济效益。

国际市场营销学练习题第1章

国际市场营销学练习题第一章绪论一、单选题：1、国际市场营销是指（ C ）A.各国之间商品交换B.向他国出口产品C.跨国界的市场营销活动D.在某国生产产品2、国际营销与国内营销的区别主要体现在( D )A.经营观念的演进B.企业结构的不同C.经营商品的不同D.营销环境的不同3、以增加产量和降低成本为企业经营主要问题的指导思想是( A ) 。

A.生产观念B.产品观念C.推销观念D.营销观念4、千方百计推销产品，从扩大销售中获取利润，这种经营观念叫做（ B ）A．生产观念B．推销观念C．市场营销观念D．社会市场营销观念5、以“顾客导向、整合营销，从顾客需求的满足中获利”为基本特征的经营观念叫做（ C ）A．生产观念B．推销观念C．市场营销观念D．社会市场营销观念6、国际市场营销学产生于（D）A.日本B.法国C.意大利D.美国7、国际市场营销发展的成熟阶段是：（D）A.出口营销阶段B.跨国营销阶段C.对外投资阶段D.全球营销阶段二、多选题：1、国际市场营销与国际贸易的区别在于( ABCE )A.交易主体不同B.业务范围不同C.跨越国界的方式不同D.利益机制不同E.实施的过程不同2、国际市场营销观念的演变，大体上经历了( CDE )A.出口营销观念B.进口营销观念C.国内市场延伸观念D.国别市场营销观念E.全球营销观念3、从国际市场营销学的角度看，市场由以下部分构成（ ABC ）。

A.人口B.购买力C.购买欲望D.地理位置三、判断题：1、国际市场营销中产品和劳务的交换必须真正从一国转移到另一国。

（×）因为，就国际贸易而言,产品和劳务的交换必须是跨越国界的交换,即参加交换的产品和劳务必须真正从一国转移到另一国;国际市场营销是指营销活动跨越国界,而不一定是指产品和劳务跨越国界,就是说,既包括跨越国界的商品交换,如商品输出,也包括不跨越国界的商品交换,如输出资本,在当地设厂生产,产品在当地市场上出售。

《国际市场营销学》参考答案

《国际市场营销学》学员作业参考答案第一单元(第1—4章)作业题参考答案一、单项选择题1．A 2．D 3．C 4．B 5．B6．C 7．D 8．A 9．D 10．B11．D 12．B 13．A 14．C 15．A二、简答题1．答：国际市场营销(International Marketing)简称国际营销，是指在复杂的国际市场环境中，识别和确定国外消费者和用户的需要，并通过提供能满足这些需要的商品和劳务实现企业目标的整体营销活动。

2．答：一、拓宽企业的生存和发展空间，增强企业活力；二、外向型经济发展的需要；三、国外营销环境的吸引力；四、规避国际贸易壁垒的需要；五、利用外国资源、参与国际分工；六、接近市场，使产品更加适销对路；七、实现规模经济的需要。

3．答：企业遇到环境威胁时，一般有三种选择：一是抵抗，即设法限制或扭转不利因素的发展；二是减轻，即努力降低威胁的严重性；三是回避，即主动转移到较有利的其他市场。

4．答：国体；政体；政党制度；政府政策的稳定性；民族主义；行政效率及清廉程度。

5．答：各国关于广告的法律法规很多，归纳起来主要有以下几类：①对广告产品的限制。

②对广告的内容及真实性的限制。

③对于广告媒体的限制。

④对广告对象的限制。

⑤对广告时间的限制。

⑥对于广告税收的规定。

6．答：非关税措施主要有以下形式：进口配额、进口许可证制、政府采购条款、最低限价制、海关程序、各种复杂苛刻的标准与规定等。

7．答：技术环境对营销的影响主要体现在以下几个方面：1．对需求的影响。

2．对产品策略的影响。

3．对交易方式的影响。

4．对营销管理的影响。

5．对竞争战略的影响。

8．答：马斯洛将人们的需求按由低到高的顺序分成5个层次，即生理需求(衣、食、住)、安全需求(人身安全、健康保护)、社会需求(社交活动、归属感、友谊、爱情)、自尊需求(得到社会尊重和承认、自尊心获得满足)和自我实现需求(自我潜能极度发挥、追求理想的实现)。

9．答：1．确认需要、产生购买动机阶段。

《国际市场营销学》第一章习题参考答案

1.解释下列概念：答：市场营销：市场营销是创造、传播、传递和交换对顾客、客户、合作伙伴乃至整个社会有价值的产品和服务的一系列活动、机制和过程。

国际市场营销：国际市场营销是指在一国以上把企业生产的商品或劳务引导到消费者或用户中去的经营活动。

国际贸易：国际贸易是指国家之间进行的有形商品、无形商品及服务的交换活动。

多国营销：当企业进入国际市场营销后，为了适应各国市场不同的需求而实行多国市场营销战略，即企业为每一个国家制定一种营销战略，以适应每个不同条件的国家的需要。

全球营销：企业营销在全球范围全面展开—利用全球资源，包括资本、技术、管理、人力资源，为全球顾客服务。

出口营销：目标市场是国外市场，企业在国内生产产品到国外销售，满足国外市场需求。

营销战略观念：指导企业开展国际营销活动的观念、态度、思维方式和商业哲学。

即研究某企业以何种观念和态度来处理国际营销活动中所涉及的国外顾客、企业本身及社会各方面的利益问题。

2.企业走向国际市场的主要动因是什么？我国企业走向国际市场的动因有哪些特殊性？答：一、国内市场需求饱和及市场竞争激烈。

二、国际市场的吸引力。

三、政府鼓励与支持企业出口政策。

四、科学技术发展为企业跨国经营提供物质前提。

我国企业走向国际市场的动因是：一、国内市场竞争激烈。

二、获取国外先进科学技术及先进的管理技术。

三、利用两种资源与两个市场获取国外低成本的生产资源及引进外资。

四、在国际市场营销活动中，我国具有一些优势行业和产业。

3.什么是国际市场营销？国际营销同国内营销有何联系与区别？答：国际市场营销是指在一国以上把企业生产的商品或劳务引导到消费者或用户中去的经营活动。

国际市场营销和国内营销的联系在于：国际市场营销学的基本原理和方法同基础市场营销学无多大差异。

许多指导国内企业营销的原理和方法，诸如市场营销调研、消费者行为分析、选择目标市场、营销组合策略、营销战略计划、营销管理等，均可以用来指导国际市场营销活动。

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