【精品课程】国际市场营销各章英语习题
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、。
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 the same 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 or more 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.16. Advertising refers to any sponsored paid message placed in a mass medium.17. The goal of public relations is to build good relations with company's various publics.18. Personal selling is the interpersonal art of the promotion mix, which involves two -way ,personal communication between salespeople and individual customers-whether face to face ,by telephone,through video conferences ,or by other means.19. Sales promotion refers to any consumers or trade program of limited duration that is tangible value to a product or brand.20. The goal of sales promotion is to encourage the purchase our sale of a product or service through the short term incentives.21. ST p refers to segmentation positioning and targeting.22. Consumer products contains of convenience, shopping, specialty ,and unsought products on the basis of how they are purchased.23. Sure, when the design product. We need to consider such factors as preferences, cost, laws and regulations ,compatibility and so on.24. What are the factors influencing price setting? Pricing objectives, competitive prices, demand for the product, cost.25. Which of the following a new product pricing strategies? Market skimming pricing, Market penetration pricing.。
【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。
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 the same 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 or more 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.16. Advertising refers to any sponsored paid message placed in a mass medium.17. The goal of public relations is to build good relations with company's various publics.18. Personal selling is the interpersonal art of the promotion mix, which involves two -way ,personal communication between salespeople and individual customers-whether face to face ,by telephone,through video conferences ,or by other means.19. Sales promotion refers to any consumers or trade program of limited duration that is tangible value to a product or brand.20. The goal of sales promotion is to encourage the purchase our sale of a product or service through the short term incentives.21. ST p refers to segmentation positioning and targeting.22. Consumer products contains of convenience, shopping, specialty ,and unsought products on the basis of how they are purchased.23. Sure, when the design product. We need to consider such factors as preferences, cost, laws and regulations ,compatibility and so on.24. What are the factors influencing price setting? Pricing objectives, competitive prices, demand for the product, cost.25. Which of the following a new product pricing strategies? Market skimming pricing, Market penetration pricing.《国际技术贸易》习题2一、单项选择题1.《马德里协定》生效的时间是（）2.国际合作生产的主体（）。
国际市场营销练习题13章节
Chapter 13Products and Services for BusinessesTrue / False Questionspared to practices in product markets, protectionism is much less prevalent in international services markets.2.The most rapidly growing sector of U.S. international trade today consists of business services--accounting, advertising, banking, consulting, et cetera.3.For managers selling capital equipment and big-ticket industrial services, understanding the concept of derived demand is absolutely fundamental to their success.4.One of the ways that an industrial firm can manage against the inherent volatility of the industrial sector is to maintain broad product lines.5.With respect to Rostow's five-stage model of economic development, in Stage 1 (the traditional society), the most important industrial demand is associated with labor.Multiple Choice Questions1. Services are an important element for U.S. exports. The main product U.S. businesses export is:A. agricultural productsB. technologyC. toysD. home appliancesE. automotive vehicles2.Natalie is a new international sales rep for an industrial supply company. She will learn that the inherent nature of industrial good and the sameness in motive and behavior among business customers create a market where product and marketing mix __________________ are commonplace.A. celebrity statusB. generic brand namesC. standardizationD. simplificationE. regulations3. Which of the following statements regarding standardization versus adaptation in the industrial market is most correct?A. the exact same situation occurs in marketing industrial goods as in marketing consumer goodsB. there is more standardization in industrial goods because there is more similarity in marketing these goods to businesses in the international marketplaceC. there is more adaptation in industrial goods than in consumer goodsD. the industrial goods market demands adaptationE. the industrial goods market vary across cultural groups4. Along with industrial goods, the most rapidly growing sector of U.S. international trade today consists of:A. industrial products.B. consumer products.C. computer products.D. business services.E. governmental services.5.Many reasons for marketing consumer products and services abroad match with those for marketing industrial goods abroad. However, there is one important additional reason for marketing industrial goods abroad that does not apply to the consumer market. What is that reason?A. to avoid inflationary pressures domesticallyB. to make as much profit as possibleC. dampening the natural volatility of industrial marketsD. to meet foreign competitors in their home marketsE. to set up situations where strategic alliance opportunities might be realizedEssay Questions1. Describe the two basic factors that account for greater market similarities among industrial goods customers than among consumer goods customers.2.Three factors seem to affect the demand in international industrial markets differently than in consumer markets. What are these factors?。
国际市场营销练习题18章节
Chapter 18Pricing for International MarketsTrue / False Questionspanies that use pricing to achieve marketing objectives are engaged in static pricing.2.Exclusive distribution is often used to offset the effects of parallel importing.3.In variable-cost pricing, the firm is concerned only with the marginal or incremental cost of producing goods to be sold in overseas markets.4.A company uses skimming pricing as an objective when it desires to reach a market segment that is relatively price insensitive and thus willing to pay a premium price for the value received.5.One of the export strategies that can be tried when the domestic currency is weak is to improve productivity and engage in vigorous cost reduction.Multiple Choice Questions1.Assuming that the international marketer has produced the right product, initiated the proper channel of distribution, and promoted goods and services correctly, the effort can fail badly if the international marketer fails to: (pick the best answer)A. inform the host government of all its marketing objectives.B. properly price the goods or services.C. work through union representatives.D. consider the environmental impact of its goods or services.E. deliver the product to the correct place at the correct time.2. ______________ imports develop when importers buy products from distributors in one country and sell them in another country to distributors who are not part of the manufacturer's regular distribution system.A. Black-listedB. DirectC. CircularD. Co-mingledE. Parallel3. Which of the following, because it encourages retailers to stock large assortments, often createsa favorable condition for parallel importing?A. exclusive distributionB. selective distributionC. intensive distributionD. global distributionE. dual distribution4.Another term for parallel importing is:A. the black market.B. manufacturer black-listing.C. government piracy.D. gray-market goods.E. forwarded market.5.In _____________ pricing, the philosophy is that no unit of a similar product is different from any other unit in terms of cost and that each unit must bear its full share of the total fixed and variable cost.A. full-costB. fixed-costC. variable-costD. demand-basedE. supply-basedEssay Questions1.Explain the process called parallel importing.2.What is the difference between variable-cost pricing and full-cost pricing.。
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 the same 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 or more 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.16. Advertising refers to any sponsored paid message placed in a mass medium.17. The goal of public relations is to build good relations with company's various publics.18. Personal selling is the interpersonal art of the promotion mix, which involves two -way ,personal communication between salespeople and individual customers-whether face to face ,by telephone,through video conferences ,or by other means.19. Sales promotion refers to any consumers or trade program of limited duration that is tangible value to a product or brand.20. The goal of sales promotion is to encourage the purchase our sale of a product or service through the short term incentives.21. ST p refers to segmentation positioning and targeting.22. Consumer products contains of convenience, shopping, specialty ,and unsought products on the basis of how they are purchased.23. Sure, when the design product. We need to consider such factors as preferences, cost, laws and regulations ,compatibility and so on.24. What are the factors influencing price setting? Pricing objectives, competitive prices, demand for the product, cost.25. Which of the following a new product pricing strategies? Market skimming pricing, Market penetration pricing.。
国际市场营销英文练习题1
QUIZ 1NAME ______________No.______________ CLASS_____________1. The driving forces that can encourage business firms to undertake International Marketing include _______________________________________________2. Macro-environmental differences between the domestic and overseas markets may prompt an international marketer to modify the marketing mix. Which of the following are environmental elements that can cause this need for change:_________________________________________________________________3. What are the main risks involved in international marking? Please provide an actual example.4．Discuss the merits of classification by economic system, economic structure, or by5．Translate the following sentence:The increased level of import competition facing local firms has been caused by several key factors：the growing impact of the global economy on individual countries; the expanded use of e-commerce and the Internet; production capacity is no longer directly linked to labour efficiency; the economies of socialist countries have become more market-driven.6. Since World War II, most nations have been classified according to the economic ‘system’ they have implemented. The three defined systems are:________________________________________________________7. As an alternative to economic systems, countries can be classified according to their eco nomic ‘structure’. The three elements in this approach are:________________________________________________________8. The Asian ‘tiger’ economies of Singapore, South Korea and Taiwan are identified as being in the _______________________ stage of market development.9. Over recent years there has been an increasing trend towards economic integration between nations, where they team-up to improve their trading positions. The four defined stages of economic integration between nations are: Preferential trading arrangements; ________________________________________________________ 10. The integrated trading arrangement between Canada, Mexico and the USA, which is referred to as NAFTA, is an example of a(n):______________________________________________________11. In terms o f evaluating a nation’s consumption patterns, Engel’s Law states that:______________________________________________________________________ ____________________________________________________________________ 12. Which of the following would be true for a country that operates a ‘command economy’:a. Consumers can purchase whatever they want, but have to order the goods in advanceb. The number of orders received will determine the allocation of resourcesc. Consumers can spend their money only on whatever is availabled. All of the above13. The availability of infrastructure facilities and services is important for a firm that is marketing its product overseas, because it can have a direct effect on the:a. Physical distribution of the productb. Cost of running the businessc. Capacity to promote the product to potential customersd. All of the above14. In many developing countries, a major percentage of income received has to be used to pay off foreign debt. This in turn may lead to:a. A country being viewed as an unattractive marketb. A country engaging in some form of countertradec. A reduction in the availability of foreign exchanged. All of the above15. True or false:(1) A major feature of the global marketing environment is the diversity of economic environments.(2) Services products account for an increasing percentage of employment in all countries, and are the fastest growing area of economic activity in all exceptlow-income countries.(3) Low-income countries are identified as having a high dependence on agriculture with little, or no, manufacturing.。
国际市场营销 英文版 试题2
（二）一、选择题（每空1分，共20分）1.The United States has many trading partners around the world. Of all of these trading partners, _______________ leads in total trade with $371.4 billion in exports and imports.A) the United KingdomB) JapanC) MexicoD) CanadaE) Taiwan2. According to information presented in the text, which of the following events marred the first half of the twentieth century to such an extent that it took most of the last half of the century for most of the industrialized world to recover? A) the nuclear arms raceB) World War IC) World War IID) the polio epidemicE) the Great Depression3 .If a country sells more to other countries than it buys from them, the situation is called a favorable:A) balance of trade.B) economic model.C) management structure.D) tariff management scheme.E) marriage between government and industry.4. A statement that records all financial transactions between a nation's residents and those of the rest of the world during a given period of time (usually one year) is called a nation's:A) balance of trade.B) balance-of-payments.C) import-export statement.D) supply-demand statement.E) none of the above.5. Within the balance-of-payments statement, the ___________ account is a record of all exports and imports of gold, increases or decreases in foreign exchange, and increases or decreases in liabilities to foreign central banks.A) currentB) capitalC) reservesD) wealthE) power6 .If a nation uses tariffs, quotas, and nontariff barriers to restrict trade so that domestic industries can flourish, it may be guilty of what is called:A) embargoes.B) boycotts.C) protectionism.D) monopolistic thinking.E) predatory pricing.7 . 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.8 . If a government wants to tax goods entering at its borders, it will impose what is called a(n):A) quota.B) voluntary export restraint.C) orderly market agreement.D) tariff.E) standard monetary barrier.9 .A(n) __________ will generally increase inflationary pressures, weaken balance-of-payments positions, and restrict manufacturers' supply sources.A) quotaB) voluntary export restraintC) orderly market agreementD) tariffE) standard monetary barrier10 .CORRECT If Germany limits the number of Japanese ball b earings that may enter its country to protect its domestic industry and reduce reliance of foreign supply, it is using a(n) _______ as a trade barrier.A) quotaB) voluntary export restraintC) orderly market agreementD) tariffE) standard monetary barrier11. If the United States were to place an absolute restriction against the purchase and importation of Libyan oil as a punishment for perceived support of global terrorism, the United States would have imposed which of the following against Libya?A) embargoB) boycottC) standard restrictionD) import quotaE) export restraint12 .One of the weapons used by the United States against global terrorism is a monetary barrier called ______________ where the U.S. refuses to allow importers to exchange its national currency for the seller's currency.A) differential exchange rateB) export restraintC) valuation systemsD) blocked currencyE) fees13. Different ____________ are a major source of trade difficulties between the U.S. and Japan. For example, the size of knotholes in plywood shipped to Japan can determine whether or not the shipment is accepted. This becomes an issue of perceived quality.A) valuation systemsB) export systemsC) standardsD) measurementsE) none of the above is correct14 . A Japanese chip manufacturer is intentionally selling its chips in the United States for less than the cost of production. It is doing this to undermine the U.S. competition and to take control of the U.S. chip market. Such a company would be correctly accused of __________ pricing.A) demand-basedB) supply-basedC) monopolisticD) predatoryE) competitive15. Which of the following treaties paved the way for effective a worldwide tariff agreement?A) WTOB) GA TTC) NAFTAD) NA TOE) EC16. There are four events and trends that have affected and will continue to affect global business today. Which of the following would be classed as one of those four major trends?A) The trend toward acceptance of English as the global languageB) The trend toward affluence in all nationsC) The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern EuropeD) The trend toward friendship in almost all sections of AfricaE) All of the above are considered to be among the four major trends that are affecting global business today17. Which of the following terms would most closely match with the following description the performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit?A) Global StrategyB) MarketingC) Marketing ConceptD) Regional Marketing ConceptE) Global Marketing18 ._______ is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.A)ExchangeB)MarketingC)SellingD)Organizational focus19. The marketin g management philosophy in which the firm’s focus is on its own internal capabilities rather than on the desires of the marketplace is called aA)Production orientationB)Sales orientationC)Market orientationD)Societal orientation20. A sales orientationA)Helps firms to understand the needs and wants of the marketplaceB)Focuses on customer wants and needs so the organization can distinguish its products from competitors’ offeringsC)Is based on the idea that people will buy more goods and services if aggressive sales techniques are usedD)Proves that companies can convince people to buy goods and services that they neither want nor need二、填空题（每空1分，共10分）1. A society's accepted basis for responding to external and internal events is called a society's2. Historical events always are viewed from one's own biases and _______________, and thus what is recorded by one historian may not be what another records, especially if the historians are from different .3. One of the weapons used by the United States against global terrorism is a monetary barrier called ______________ where the U.S. refuses to allow importers to exchange its national currency for the seller's currency.4. A limit on the of a specific product that can enter a country is a5. The methods of entering the global marketplace is typically considered the most risky is .6. Instead of selling directly to , some companies use intermediaries that assume all ownership risks. Such intermediaries are known as a三、使用英语解释下列名词（每小题5分，共20分）1 Market Segmentation2 Experience Curve3 转移价格4 国际市场营销研究四、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 请说明Characteristics of services。
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。
国际市场营销双语教学习题
《国际市场营销》双语教学习题Questions:1.Define the following terms:（1）International marketing, (2) Self-reference criteria,(3) Global awareness, (4) Global orientation.(5) WTO, (6) IMF,(7) EMU, (8) NAFTA,(9) ASEAN+3, (10) APEC(11) Manifest Destiny, (12) Sustainable development(13) Social Institutions, (14) Cultural V alue ,(15) Linguistic Distance, (16) Strategy of Planned change.(17) Cultural Imperative, (18) Cultural Exclusive.(19) M-time, T-time. (20) Principle of utilitarian ethics.(21) Principle of Justice or fairness. (22) Sovereignty,(23) Expropriation, (24) Domestication,(25) Confiscation (26) Expatriate,(27) TCNs, (28) Local Nationals,(29) Separation Allowance. (30) Common law,(31) Code law, (32) Conciliation,(33) Arbitration, (34) Litigation,(35) Prior Use V ersus Registration (36) Marketing Research,(37) International Marketing Research, (38) Research Process,(39) Secondary Data, (40) Primary Data,(41) Multicultural Research, (42) Corporate Planning,(43) Strategic planning , (44) Tactical Planning ,(45) Direct exporting , (46) Indirect exporting ,(47) Licensing, (48) Franchising,(49) Strategic International Alliance (SIA). (50) Joint V enture (JV).(51) Green Marketing, (52) Innovation, Product Diffusion,(53) Product Component Model, (54) Global Brand.(55) Homologation. (56) Distribution Process,(57) Distribution structure, (58) Trading Companies,(59) Distribution Channels, （60）Integrated Marketing Communications,（61）Sales Promotions, （62）Skimming,（63）Exclusive Distribution , （64）V ariable-Cost Pricing ,（65）Full-Cost Pricing, （66）Skimming,（67）Price Escalation, （68）Dumping, Transfer Pricing. （69）Public Relation.2．What is the four phases of international marketing involvement ?3.Discuss the conditions that have led to the development of global markets.4.Discuss the evolution of world trade that led to the formation of the WTO.5.Discuss the economic and trade importance of the big emerging markets.6.Pick a country and show how significant historical events have affected the country’s culture..7.Select a country with a stable population and one with a rapidly growing population. Contrastthe marketing implications of these two situations.8.What is the importance of cultural empathy to foreign markets? How do they acquire culturalempathy?9.Social institutions affect culture and marketing in a variety of ways. Discuss, giving examples.10.Explore the various ways in which customs affect the structure of competition.11.Why is it important that the business executive be alert to the significance of differingmanagement styles.12.What are the main factors to consider in assessing the dominant political climate with in acountry?13.Select a country and analyze it political from a marketing viewpoint.14.Discuss the state of international commercial law.15.Discuss the advantages to the international marketer arising from the existence of the variousinternational conventions on trademarks, patents, and copyrights.16.Discuss how the shift from making “market entry ”decisions to “continuous operations”decision creates a need for different types of information and data.17.Sampling offers some major problems in market research. Discuss.18.What is the importance of collaborative relationships to competition?19.How will entry into a developed foreign market differ from entry into a relatively untappedmarket?20.Discuss the different promotional product strategies available to an international marketer.21.Assume you are deciding to “go international”，Outline the steps you would take to help youdecide on a product line.22.Explain how and why distribution channels are affected, as they are when the stage ofdevelopment of an economy improves.23.Discuss the various methods of overcoming blocked channels.24.What special media problems confront the international advertiser?25.What is sales promotion and how is it used in international marketing?26.Evaluate the three major sources of multinational personnel.27.Why is it important to develop a skill in a foreign language? Discuss28.Why is it so difficult to control consumer prices when selling overseas?29．Discuss the different pricing problems that result from inflation versus deflation in a country.。
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 otheruncontrollable elements can, and frequently do, affectChapter 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 globaleconomy.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 - aloneis 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 downand opportunities overseas grow. Growth achievable in international trade is often ata 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 businessbetween 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 ofcooperation and coordination (standards, rules of conduct, fair trading etc).1 / 82. 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 E1. Distinguish between primary and secondary data. When should each type beused?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 playsa major role in the company's total marketing strategy to warrant the expense of datacollection.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 by2 / 8competitors who offer a better tailored marketing mix. If market segments are properly 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 orconsumption 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, Capital3 / 8items, 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 peoplewilling 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.4 / 82. 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. Marketersneed 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 transferpricing?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 the5 / 8low tax setting. Harmonization of tax rates worldwide may make the intricacies of transfer 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 theproduct 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 product6 / 8selection, 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 internationaldistribution?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 reminderadvertising? 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.7 / 8。
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。
国际市场营销练习题13章节
Chapter 13Products and Services for BusinessesTrue / False Questionspared to practices in product markets, protectionism is much less prevalent in international services markets.2.The most rapidly growing sector of U.S. international trade today consists of business services--accounting, advertising, banking, consulting, et cetera.3.For managers selling capital equipment and big-ticket industrial services, understanding the concept of derived demand is absolutely fundamental to their success.4.One of the ways that an industrial firm can manage against the inherent volatility of the industrial sector is to maintain broad product lines.5.With respect to Rostow's five-stage model of economic development, in Stage 1 (the traditional society), the most important industrial demand is associated with labor.Multiple Choice Questions1. Services are an important element for U.S. exports. The main product U.S. businesses export is:A. agricultural productsB. technologyC. toysD. home appliancesE. automotive vehicles2.Natalie is a new international sales rep for an industrial supply company. She will learn that the inherent nature of industrial good and the sameness in motive and behavior among business customers create a market where product and marketing mix __________________ are commonplace.A. celebrity statusB. generic brand namesC. standardizationD. simplificationE. regulations3. Which of the following statements regarding standardization versus adaptation in the industrial market is most correct?A. the exact same situation occurs in marketing industrial goods as in marketing consumer goodsB. there is more standardization in industrial goods because there is more similarity in marketing these goods to businesses in the international marketplaceC. there is more adaptation in industrial goods than in consumer goodsD. the industrial goods market demands adaptationE. the industrial goods market vary across cultural groups4. Along with industrial goods, the most rapidly growing sector of U.S. international trade today consists of:A. industrial products.B. consumer products.C. computer products.D. business services.E. governmental services.5.Many reasons for marketing consumer products and services abroad match with those for marketing industrial goods abroad. However, there is one important additional reason for marketing industrial goods abroad that does not apply to the consumer market. What is that reason?A. to avoid inflationary pressures domesticallyB. to make as much profit as possibleC. dampening the natural volatility of industrial marketsD. to meet foreign competitors in their home marketsE. to set up situations where strategic alliance opportunities might be realizedEssay Questions1. Describe the two basic factors that account for greater market similarities among industrial goods customers than among consumer goods customers.2.Three factors seem to affect the demand in international industrial markets differently than in consumer markets. What are these factors?。
国际市场营销英文练习题2
QUIZ 2NAME ______________No.______________ CLASS_____________1. Because they are easily developed, _______ are the most superficial expressions of culture.2. International marketers have used Maslow’s ‘Hierarchy of Needs’ model to assess how consumers in different countries might behave in response to cultural stimuli. Which of the following is NOT one of the five elements of Maslow’s ‘Needs’ model:a. Physiologicalb. Safetyc. Sociald. Self-importance3．A self-reference criterion (SRC) relates to an exporting firm evaluating an overseas market, based on:_________________________________________________4. An example of a country with a high-context culture, where much of a message will be implied in the context of the communication and can be strongly influenced by the basic values of the communicator, is: ____________5. Psychic distance is a perceptual concept that uses a number of environmental variables to help marketers differentiate an overseas market from the domestic market. Variables that are included in the measure of psychic distance are:a. Language; Education; Politics; Cultureb. Infrastructure; Geographic distance; Time zones; Communicationsc. Geographic distance; Culture; Religion; Educationd. Time zones; Religion; Language; Politics6. According to Fletcher & Brown’s (2005) measurement of psychic distance,___________ is ‘psychically’ the closest to Australia, and ___________ is‘psychically’ the farthest from Australia.7. According to a survey conducted in 1980 by Hofstede, there are four underlying dimensions of culture, which are:_______________________________________________________________8. Consumption patterns may reflect different views of material possessions. Anex ample of a culture where a person admiring someone else’s possession, may lead to the owner feeling obliged to give the item to the admirer:a. Japaneseb. Chinesec. Spanishd. Arab9. True/False Questions(1) Because people are not born with a specific culture, the key elements of a particular culture have to be learned.(2) While there are clear differences between cultures, there are no universal tendencies that apply to all cultures.(3) Material culture consists of both technology and economics.(4) Rituals are collective activities, which are not an essential element of the social activities within a culture.(5) Although culture can have an impact at each level of Maslow’s Hierarchy of Needs, the impact is normally greater when the lower order needs are involved.(6)A low-context culture is one where what is said conveys only a limited portion of the meaning. Generally, to fully understand the message it must also be interpreted in terms of how it is said, where it is said, and the body language of the speaker.10. Discuss how you would compensate for the self-reference criterion when marketing in Vietnam.。
国际市场营销英文版试题2
国际市场营销英文版试题2（二）一、选择题（每空1分，共20分）1.The United States has many trading partners around the world. Of all of these trading partners, _______________ leads in total trade with $371.4 billion in exports and imports.A) the United KingdomB) JapanC) MexicoD) CanadaE) Taiwan2. According to information presented in the text, which of the following events marred the first half of the twentieth century to such an extent that it took most of the last half of the century for most of the industrialized world to recover? A) the nuclear arms raceB) World War IC) World War IID) the polio epidemicE) the Great Depression3 .If a country sells more to other countries than it buys from them, the situation is called a favorable:A) balance of trade.B) economic model.C) management structure.D) tariff management scheme.E) marriage between government and industry.4. A statement that records all financial transactions betweena nation's residents and those of the rest of the world during agiven period of time (usually one year) is called a nation's:A) balance of trade.B) balance-of-payments.C) import-export statement.D) supply-demand statement.E) none of the above.5. Within the balance-of-payments statement, the ___________ account is a record of all exports and imports of gold, increases or decreases in foreign exchange, and increases or decreases in liabilities to foreign central banks.A) currentB) capitalC) reservesD) wealthE) power6 .If a nation uses tariffs, quotas, and nontariff barriers to restrict trade so that domestic industries can flourish, it may be guilty of what is called:A) embargoes.B) boycotts.C) protectionism.D) monopolistic thinking.E) predatory pricing.7 . 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.8 . If a government wants to tax goods entering at its borders, it will impose what is called a(n):A) quota.B) voluntary export restraint.C) orderly market agreement.D) tariff.E) standard monetary barrier.9 .A(n) __________ will generally increase inflationary pressures, weaken balance-of-payments positions, and restrict manufacturers' supply sources.A) quotaB) voluntary export restraintC) orderly market agreementD) tariffE) standard monetary barrier10 .CORRECT If Germany limits the number of Japanese ballb earings that may enter its country to protect its domestic industry and reduce reliance of foreign supply, it is using a(n) _______ as a trade barrier.A) quotaB) voluntary export restraintC) orderly market agreementD) tariffE) standard monetary barrier11. If the United States were to place an absolute restriction against the purchase and importation of Libyan oil as a punishment for perceived support of global terrorism, the United States would have imposed which of the following against Libya?A) embargoB) boycottC) standard restrictionD) import quotaE) export restraint12 .One of the weapons used by the United States against global terrorism is a monetary barrier called ______________ where the U.S. refuses to allow importers to exchange its national currency for the seller's currency.A) differential exchange rateB) export restraintC) valuation systemsD) blocked currencyE) fees13. Different ____________ are a major source of trade difficulties between the U.S. and Japan. For example, the size of knotholes in plywood shipped to Japan can determine whether or not the shipment is accepted. This becomes an issue of perceived quality.A) valuation systemsB) export systemsC) standardsD) measurementsE) none of the above is correct14 . A Japanese chip manufacturer is intentionally selling its chips in the United States for less than the cost of production. It is doing this to undermine the U.S. competition and to take control of the U.S. chip market. Such a company would be correctly accused of __________ pricing.A) demand-basedB) supply-basedC) monopolisticD) predatoryE) competitive15. Which of the following treaties paved the way for effective a worldwide tariff agreement?A) WTOB) GA TTC) NAFTAD) NA TOE) EC16. There are four events and trends that have affected and will continue to affect global business today. Which of the following would be classed as one of those four major trends?A) The trend toward acceptance of English as the global languageB) The trend toward affluence in all nationsC) The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern EuropeD) The trend toward friendship in almost all sections of AfricaE) All of the above are considered to be among the four major trends that are affecting global business today17. Which of the following terms would most closely match with the following description the performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit?A) Global StrategyB) MarketingC) Marketing ConceptD) Regional Marketing ConceptE) Global Marketing18 ._______ is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.A)ExchangeB)MarketingC)SellingD)Organizational focus19. The marketin g management philosophy in which the firm’s focus is on its own internal capabilities rather than on the desires of the marketplace is called aA)Production orientationB)Sales orientationC)Market orientationD)Societal orientation20. A sales orientationA)Helps firms to understand the needs and wants of the marketplaceB)Focuses on customer wants and needs so the organization can distinguish its products from competitors’ offeringsC)Is based on the idea that people will buy more goods and services if aggressive sales techniques are usedD)Proves that companies can convince people to buy goods and services that they neither want nor need二、填空题（每空1分，共10分）1. A society's accepted basis for responding to external and internal events is called a society's2. Historical events always are viewed from one's own biasesand _______________, and thus what is recorded by one historian may not be what another records, especially if the historians are from different .3. One of the weapons used by the United States against global terrorism is a monetary barrier called ______________ where the U.S. refuses to allow importers to exchange its national currency for the seller's currency.4. A limit on the of a specific product that can enter a country is a5. The methods of entering the global marketplace is typically considered the most risky is .6. Instead of selling directly to , some companies use intermediaries that assume all ownership risks. Such intermediaries are known as a三、使用英语解释下列名词（每小题5分，共20分）1 Market Segmentation2 Experience Curve3 转移价格4 国际市场营销研究四、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 请说明Characteristics of services。
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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?。