国际市场营销复习题.docx

国际市场营销复习题
一、单项选择题
1.The international planning process is conducted as the fol lows:
(1) Marketing plan deve 1 opment;
0 Preliminary analysis and screening
@ Notching mix requi reiwnt;
④ Implementation, evaluation, and control
A (l)-(2)-(3)-④；
B (l)-(3)-(2)-④；
C Q —(1) — (3) —④；
D (D —④—(3)-0;
2.Which of the fol lowing methods is the greatest control and the greatest
risk of al 1 the foreign market—entry strategies
A Direct sales E Strategic al 1iances
C Exporter
D Joint Ventures
3.International ____________ is essential ly long terrr} incorporating
generalized goals for the enterprise as a whole.
A strategic planning
B corporate planning
C tactical planning
D market planning
4.Qual ity can be defined on two dimensions: market—perceived qual ity and
performance qual i ty. Both are important concepts, but consumer perception of
a quality product often has more to do with market—perceived qual i ty than
perfoimance qual i ty.
A True E False
5.The core ccmponent consists of the fol lowings EXEPJ? •
A trademark E product platform
C design features
D functional features
6.Miny consumer services are distinguished by _________________ L
A Intangibi1ity and inseparabi1ity E heterogeneity and perishabi1ity
C Both A and B
D Neither A or B
7.PEST in the marketing environment analysis refers to ________________ L
A People, Economy, Society and Technology
E Pol itical, Econcmic, Socia 1 and Cultural issues and Technology
C People, Econcrnj; Society and Treatment
D Political, Econcmic, Scientific issues and Technology
8.Tie data that are avai lable are cal led ________________ L
A Primary data
B secondary data
C tertiary data
D elementary data
9.In quantitative research, usual ly a large number of respondents are asked to reply
either verbal ly or in writing to structured questions using a specific response foimat or to select a respo9nse frcm a set of choices.
A True E false
10.Hcxre-Country Middlemen inc 1 ude
A Foreign Country Brokers
B Inport Jobbers
11.The motivation of middloren in the international marketing
inc1udes
.
A cost, capitals, control, coverage, character and continuity
B Financial rewards, psychological rewards, ccninunicat ions, caipany support^
and corporate rapport
C Financial rewards, psychological rewards, coverage, caipany support, and
corporate rapport
D ccnniunicat ions, ccrrpany support, and corporate rapport, coverage,
character and continuity
12.Saw general distribut ion patterns that are simi lar global ly include:
A Product Line Breadth E NDnexistent Channe 1 s
C Blocked Channels
D Al 1 of them
13.Sane of the more important foreign-count ry middlemen, who findmarkets for
foreign manufacturers include:
A Foreign-Country Brokers
B ]\4inaging Agents and
Ccmpradors
C Both of them
D None of them
14.When using the in ternet for distribut i on purposes, the fol lowing factors
should be cons i de red
A Price
B advertise
C INone of them
D Al 1 of them
15.TheNfarketing and Sales Personnel can be recruited fram ________________ L
A expatriates E local nationals
C thi rd-country nationals
D Al 1 of them
16.Perfoirnance-based incentives have been found to be less effective in Easter
European countries than in the thited States.
18.In general, price decisions are viewed in the fol lowing ways:
A Pricing as an active instrument of acccnpl ishing marketing objectives
E Pricing as a static element in a business decision
C Both of them
D Neither of them
19.______ a re often set on a cost-plus basis, i- e., total costs plus
a profit margin.
A Penetration Pricing
B Full-Cost Pricing
C \^ariable-Cost Pricing
D Skinming Pricing
20. _______ is the direct exchange of goods between two parties in a transaction
A Barter
B Caipensation deals
A True
B False
People with cultural skills should be able to
C Counter —purchase
D BujH^ack
18. The international planning process is conducted as the fol lows:
◎ Matching mix requi rement;
⑹ IVferketing plan development;
(7) Prel iminary analysis and screening
⑻ Inplementation, evaluation, and control
A (l)-(2)-(3)-④；
B (3)-(2)-(1) —④；
C © — (1) — (3) —④；
D (D —④—(3)-0;
19. Which of the fol lowingmethods is the greatest control and the greatest risk of al 1 the foreign market —entry strategies?
A Import
B Distributor
C Licensing and franchising
D Di rect foreign investment
at the highest levels of management and eals and research, and long- and short-term goals and perfomiance quality. Both are important concepts, but often perfonnance qual i ty has rmre to do with market —perceived qual ity than consumer perception of a qual ity product.
B False 22. The packaging ccnponent consists of the fol lowings .
A trademark
B warranty
C brand name
D styling
23. Nfeny consumer services are distinguished by _________________ L
B Intangibi1ity and heterogeneity B inseparabi1ity and perishabi1ity
C Both A and B
D Neither A or B
24. SIP in the marketing strategies refers to _________________ L
A Segwntation, Targeting and Positioning
B Separation, Target and Position
C Sales, Target and Purchase
D Segnentation, Targeting and Purchase
25. The data that are col lected for particular projects are cal led
B Primary data B secondary data
C tertiary data
D elementary data
26. In qual itative research, i f questions are asked they are almost always open-ended or in-depth, and unstructured responses that reflect the person s thoughts and feelings on the subject are sought.
A True
B False
27. Hom^-Country Middlemen inc 1 ude
A Minufacturer s Export Agent
B Export Jobbers
28. The six Cs of channe 1 strategy includes •
20. _________ i s conducted
with products, capital, of the caipany. A Strategic planning B Corporate p1anning C Tactical planning D Nferket planning 21. Qual ity can be defined on two dimensions: market^)erceived quality B True
E cost, capitals, control, coverage, character and continuity
E cooperation, corporation, consumer, caimunication, convenience, and cost
G consuirer, communication, convenience, and cost, coverage, and corporation
H ccrmiunications, ccrrpany support, and corporate rapport, coverage,
character and continuity
29.Distribution in ________ has long been considered the most effective
non—tari ff barrier to the Japanese market
A US
B UK
C France
D Japan
30.Sow of thennre important foreign-country middlemen, who findmarkets
for foreign manufacturers include ____________
B Heme-Country Brokers B Manufacture Agents and
Compradors
C Both of them
D None of them
31.When using the internet for distribution purposes, the fol lowing
factors should be considered •
A Price
B advertise
C Promotion
D Al 1 of them
32.Sales and marketing executives can be recruited via _________________ L
A newspaper
B employment agencies
C executive search films
D al 1 of them
33.Caipensat ion in the thi ted States typical ly involve a greater enphas i s on base pay than in Eastern European countries.
A True
B False
34.People with cultural ski 1 Is should be able to ______________
A put up ambiguity
B 1 augh at things
C Criticize the 9RC
D convey a negative regard
35.Wiich of the fol lowings is NZ5T true concerning about the con trol ling price?
A The more control a company has over the final sei 1 ing price of a product, the
better it is able to achieve its marketing goals
B It is not always possible to control end prices
C Broader product 1ines and the larger the number of countries involved, the
more ccrrplex the process of control 1 ing prices charged to the end use匚
D It is always possible to control end prices.
36._______ is used to stimulate market growth and capture market share
by deliberately offering products at low prices
A Penetration Pricing
B Ful 1-Cost Pricing
C X^ariable-Cost Pricing
D Skinming Pricing
37. ______ is the payment in goods and in cash
A Barter
B Ccmpensation deals
C Counter-purchase
D Buy-back
3& The international planning process is conducted as the fol lows: (9 Preliminary analysis and screening
(10 Nferketing plan development;
(ID Mitching mix requi rement;
(12) Implementation, evaluation, and control
A (1) —Q —(3) —④；
B (1) —(3) —Q —
C @) — (1) —(3) —⑷；
D (1) —⑷一(3) —Q; 39 Which of the fol lowing methods is the greatest control and the greatest risk of al 1 the foreign market-entry strategies?
A Direct E Strategic al 1iances
C Internet
D Distributor
4(X ________ pertains to speci fic actions and to the al location of
resources used to inplement strategic planning goals in speci ficmarket..
A Strategic planning
B Corporate planning
C Tacticalplanning
D Global planning
41、Quality can be defined on two dimensions: market —perceived qual ity and perfoirnance quality. The former is more inportant than the late 匚 So consumer perception of a qual ity product often has more to do with market —perceived quality than performance quality.
C True B False 42、 The support service component consists of the followings
A installation E warranty
C product platform
D deliveries
43^ Nhny consumer services are distinguished by __________________ L
A perishabi1ity and inseparabi1ity
B heterogeneity and intangibi1ity
C Both A and B
D Neither A or B
People, Price, Premotion and Place
Product, Price, production and promt ion
Product^ People, Price and Place
Product, Price, Premotion and Place
4〉 In
______ the questionnaire is translated frem one 1 anguage to another, and then a second party translates it back into the original.
C parallei translation
D back translation
46 In quantitative research, i f questions are asked they are almost always open-ended or in-depth, and unstructured responses that reflect the person s thoughts and feelings on the subject are sought.
E True B False
44 4Ps in the traditional marketing mix refers to _______ A E C D A direct translation B cultural translation
41 Foreign-Countrj^ Middlemen include •
A Foreign Sales Corporation
B Export IVferchants
C Both A and B
D Neither A nor B
48. Channe 1 control is maintained through the fol lowing elements EXCEPT
A inventory financing E business philosophy
C cumulative rebates C merchandise returns
49、 __________ m arket structure is dcminated by many smal 1 middlonen deal ing with many smal 1 retai lers — high density of middlemen AUS E UK
C Japanese 50. Frequently used types of dcmestic A Herne-Country Brokers B C Both of them
51、When using the internet for distribution
purposes, the fol lowing factors should be considered •
A Culture
B Del ivery
C Promotion
D Al 1 of them
51 lb select personnel for international marketing positions effectively, management must choose individuals who have _______________________ L
A JVhturity E Flexibi 1 ity
C Breadth of Knowledge
D Al 1 of them
53^ Individual incentives that wrk effeetively in the Lhited States can fai 1 in other cultures.
B False 54. A successful expatriate repatriation involves the fol lowing
A creating a mentor program
B of fering a no ral job guarantee
C keeping in touch with him
D offering a written job
guarantee
55. The possibi 1 i ty of a paral lei market occurs whenever ___________ etwen tw markets.
A price di fferences are greater than the cost of transportat ion E the cost of transportation is greater than price differences.
C price di fferences are less than the cost of transportation
D price di fferences are the same as the cost of transportation
56. ________ is used to reach a segnent of the market that is relatively
price insensitive and thus willing to pay a premium price for a product
A Penetration Pricing
B Ful I-Cost Pricing
C Variable-Cost Pricing
D Skinming Pricing
57. _______ is made when the sei ler agrees to accept as partial payment
a certain portion of the output that are produced frem the plant or machinery that are sold to the buyer.
A Barter
B Caipensation deals
C Counter —purchase
D BujH^ack
二、 名词解释 D French intermediaries inc1ude
Minufacturer s Export Agent D None of them
A True
I.back translation 2. Joint venture 3. Green marketing
4. Separation allowances
5. skinming
6. Paral lei Translation
7. Franchising & global brand 9. Sales pramtions 10. exclusive distribution
II.Expert opinion 12. Licensing 13. Dealers
14. Integrated marketing ccnmunication 15. transfer pricing
三、简答题
1.What special media problems confront the in ter nati onal advert isef?
2.What is sales prcnntion and how is it used in international marketing
3.Uhder which circumstances should expatriate salespeople be utilized
4.Wiat are the causes of price escalatior?
5- Discuss the characteristics of an innovation that can account for di f fere nt di ffusi on rates.
6 Define the countrj^f-origin effect and give an example.
7^ What are the key variables that affect the marketer" s choice of distribution channel?
& Discuss the problems of gathering secondary data in foreign markets-
2 What is the job of publ ic relat ionV?
Id How can price escalation be counteractecP
四、论述题
1> Discuss the breadth and scope of in ter national marketing research. Wiy is international marketing research generally broader in scope than domestic marketing research?
2、Ccnpare the organizational inpl ications of joint ventures versus 1 icensing
3.Explain the concept and effeet of price escalation
4^ What are the three major conponents of a product? Discuss thei r inportance to product adaptation
5s Discuss the causes of and solutions for paral lei imports.
五、案例分析
国内运动服饰市场，Nike和Adidas占有最大的领导优势，本土品牌如Lining 和Anta等，虽然销售增长快速，但要在主流市场和品牌上挑战前两大巨头，还有很长路要走。

不过近两年，一些国外的二三线品牌在中国做得风声水起，它们大多具有很强的设计/时尚感，定价较高（溢价能力强），而在一二线市场增长非常快速，其中最耀眼的当属Kappa这个意大利品牌。

北京动向体育用品公司于2002年正式将Kappa品牌引进中国市场。

最初并不成功。

作为事实上的国际二线运动品牌，正式涉足中国市场的Kappa 一来到中国就遇到难题：
产品定位不准：在2002年和2003年，北京动向主耍引入Kappa的专业运动
系列产品。

把自己的产品全线定位在专业体育领域范畴。

然而，Kappa很快发现自己深陷“红海”：“高端专业休育品牌”的定位，意味着一上来就与耐克、阿迪达斯等顶级专业运动品牌“硕碰硕”的较量。

果然，Kappa尝到了失败的滋味。

在专业领域，耐克和阿迪达斯赞助一个项目的钱款可能抵的上Kappa几乎全年的市场
费用，在这种情况下跟对手去硬拼只有死路一条。

对手太强大了，在纯粹体育的这一块，对手先入优势、超级细分的产品线和巨大的品牌号召力，任何一点都足以让Kappa败卜•阵来。

用Kappa中国CB3秦大中的话来说就是“Kappa在错误的时
间错误的地点打了一场不对称的战争”。

水土不服：出于对意大利先进设计思想的信任，Kappa来到屮国之初，将其服装、鞋等系列产品原汁原味地搬到中国来。

没想到的是，完全欧式、没有适当注入中国本土流行元素的体育服饰，并没有获得中国消费者的认可。

2002年销售额仅为1000多万，2003年销售为4800多万。

区区几千万的销
售额，根本无法维系北京动向当时的200多个专卖店的渠道成本。

2004年，在一次Kappa全球会议上，秦大屮突然发现Kapp》原来还有另外
一条线，这条被Kappa忽略了时尚产品线，强调的是生活化，采用紧身时尚活力
运动的设计风格，运动和休闲很好地被结合起来，设计师把体育的精神融汇在里面，但它又不是纯粹专业的体育用品，它们更像出现在T台上时装。

秦大中开始真正意识到原来是Kappa骷牌定位和产品定位的症结所在。

因为纯粹的体育产品所对应的消费人群是真正时时刻刻都在运动的人，人数少得可怜，而更多的人喜欢运动是喜欢运动精神和身穿运动装备所带来的愉悦。

而时尚化的运动品牌在那时候很没有特别明显的竞争对手（Nike/Adidas在Lifestyle的产品比例还远远不如现在）,反而Kappa的时尚形，让它在运动用品的卖场中脱颖而出,与Nike /Adidas 黑、白、灰为主色调迥异的夸张出位设计和颜色搭配，更加符合这个意大利品牌的血统；而偏瘦的版型让购买者都成为了品牌代言人。

与其他运动服饰以尼龙为主要面料不同，Kappa的服装多采用纯棉面料，更加适合日常穿着。

调整方向后，Kappa在国内市场取得了巨大成功。

销售额迅猛增长，从2005 年的2. 6亿，迅猛增长到2006的10亿，一年翻了近四倍。

利润率甚至超过了
8C%o Kappa专卖店也由2003年的150多家提高到现在的1500多家。

“Kappa 的诸多特点，使得我们在提供专业服务的同时，还能充分展现运动员的运动之美。

更为重要的是，运动与时尚的融合是当今体育用品领域发展的一个重要趋势，以时尚的形式诠释运动的精神，这一点正是Kappa与生俱来的优势。

”秦大中说。

对很多消费者来说，Kappa最吸引他们的，恐怕还是那巨大醒目而张扬的一对背靠背年轻人的品牌ion
请就Kappa在屮国的产品策略（定位、差异化）分析其成功的原因。

（20分）2三星奥运营销全面开花
随着北京2008年奥运会的临近，奥运经济热日渐升温，作为奥运营销的成功典范，三星的表现值得欲在国际市场大显身手的中国企业学习和借鉴。

在过去的20年里，三星一直在为奥运会、亚运会等世界范围内的体育盛会提供赞助。

从1988年以地区性赞助商身份参与首尔奥运会，到1998年日本长野冬奥会上的全球合作伙伴身份，再到2000年的悉尼奧运会、2002年盐湖城冬季奥运会、2004年雅典奥运会、2006年的都灵冬季奥运会以及即将到来的2008 年北京奥运会，三星的奥运营销一直在延续。

除了奥运会主阵地外，近儿年来，三星还持续赞助了悉尼、雅典以及都灵冬奥会的火炬传递活动，并在全球开展火炬手的选拔。

在2006年都灵冬奥会火炬接力中，深受我国公众喜爱的舞蹈艺术家邰丽华、素有“冰上蝴蝶”之称的陈露等体育明星以及全国各地选拔出来的数十名优秀选手，作为三星电子中国区火炬手参加了冬奥圣火的传递。

三星在各项赛事的赞助中都致力于将奥运精神延伸到对普通人生活心态、价值观念等方面。

这也是三星在奥运营销领域提出“人文”概念的深层次动因。

在三星的奥运价值观中，奥林匹克更被理解为一种生活哲学和生活方式，是一种展示人生价值、树立榜样力量、激励普通人向理想追求的价值观。

基于多年来对奥林匹克运
动的深刻理解，三星充分挖掘奥运资源和奥运赞助商权益，在全球各地共同推动和完成了许多赛场内和赛场外的活动，这些活动吸引了亿万民众，在弘扬奥运精神的同时，也将三星的品牌形象深深地置入了他们的心屮。

三星坚信, 三星品牌与体育
休闲产业是一种最完美的结合。

通过赞助体育这种世界语言，三星会吸引全世界的眼球，从而也将自己的希望放飞。

另外，自2000年悉尼奥运会开始，三星推岀了“三星相约奥林匹克计划”，以求为运动员以及世界各地的游客提供奥运期间绝佳的休闲场所。

都灵冬奥会期间，自2月7日正式开放以来，“三星相约奥林匹克”中心接待了超过40万游客。

累计悉尼、盐湖城、雅典以及都灵冬奥会的参观人数，参观“三星相约奥林匹克”中心的总人数达到了250万之多。

三星近年来非常注重赞助群众性体育运动，全球范围内，三星长跑节的历史可以追溯到1995年纪念三星匈牙利工厂开工5周年。

2003年以来，三星分别在俄罗斯、屮国和伊朗举办了长跑节。

目前，作为2008年北京奥运会TOP赞助商, 三星正基于“绿色奥运、科技奥运、人文奥运”三大理念，向北京市政府和北京奥组委提供一系列的密切合作与支持。

成功者的成功，决非来自空想，而是脚踏实地、精心谋划的结果。

作为全球数字设备、半导体以及通讯设备领域的领导者，三星以卓越的运作能力，将三星詁牌同奥林匹克运动成功结合，探索出了一条独特的体育营销之路。

体育营销帮助三星达到了两个目的，一个是建立胡牌认知度提升销售机会，一个是建立品牌忠诚度，让更多的客户喜爱该品牌。

事实上，自1988年赞助汉城奥运会以来，三星电子已经连续20年成为奥运会的合作伙伴。

借助于奥运平台和灵活的市场营销，三星成功跨出国门并跻身于全球最顶尖企业之列，品牌价值更是名列世界20强。

三星的成功被誉为奥运营销的神话。

(1)案例中三星的体育营销具体使用了哪些促销方式？(8分)
(2)体育营销是如何帮助三星提升品牌价值的？(12分)
3海尔拓展海外市场
海尔的国际化路线是特立独行的。

1999年，海尔在美国的南卡罗来纳州开办
了一家家电组装工厂，尽管在美国刃、厂成本很高，风险很大，盈利预期也不明
朗，但海尔还是毅然这样做了。

相当长的一段时间里，海尔在欧美发达国家市场运用的营销策略是，针对部分用户的个性化需求开发与众不同的“缝隙产品”。

在这方面，针对美国大学生公寓的电脑桌冰箱、针对日本单身女性的“个人洗衣间”、专为欧美没有储酒地窖的家庭设计的自由式酒柜等“缝隙产品”都在当地市场获得成功。

在这个过程中，海尔得以零距离感受当地帀场的脉搏，熟悉游戏规则，逐渐融入了主流渠道。

产品质量和服务是品牌的两大基石，为加大品牌影响力，海尔在海外继续发扬在国内成功的服务理念。

例如在美国，美国海尔贸易公司创新性地开设了24 小时
免费服务电话，美国公司一般1分钟以内接电话，而美国海尔贸易公司耍求员工5秒以内接听电话，使海尔的服务变成了美誉。

随着海外市场渠道的扩大，海尔品牌影响力进一步提高，入选世界品牌实验室评选的“世界最具影响力的100个品牌”。

专家分析认为：“世界级企业的标杆是在全世界范围内的市场占有率达到1吆以上，世界级品牌是在世界级企业的基础上，还要求该品牌在全世界用户中的认知度达到1吆以上，海尔的国际化实践带来的成
果填补了中国品牌在世界名牌之林的空白。

”
但国内诸多企业非但没有采取海尔的国际化模式，相反却探索出自己的另一条国际化之路。

1CL作为吃螃蟹者，成功合并了法国老牌家电厂商汤姆逊的彩电业务，组建了全球最大的彩电帝国。

而联想也出资17.5亿美元成功收购了IBM 的PC业务。

这种国际化运作模式比海尔原来的国际化路线来得更有声势，连海尔自己也向这种趋势靠拢。

经过长时间的酝酿和考虑后海尔终于联手两家美国知名私募基金贝恩资本(Eain Capital)以及黑石集团(Elack stone Group)以每股16美元的收购价向美国电器业的百年老店美泰公司抛出价值12. 8亿美元的“绣球”。

(1)运用产品层次理论分析海尔的产品策略。

(12分)
(2)运用所学的知识分析案例中海尔分别采取了哪些国外市场进入方式。

(8 分)。