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 controlA (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 greatestrisk of al 1 the foreign market—entry strategiesA Direct sales E Strategic al 1iancesC ExporterD Joint Ventures3.International ____________ is essential ly long terrr} incorporatinggeneralized goals for the enterprise as a whole.A strategic planningB corporate planningC tactical planningD market planning4.Qual ity can be defined on two dimensions: market—perceived qual ity andperformance qual i ty. Both are important concepts, but consumer perception ofa quality product often has more to do with market—perceived qual i ty thanperfoimance qual i ty.A True E False5.The core ccmponent consists of the fol lowings EXEPJ? •A trademark E product platformC design featuresD functional features6.Miny consumer services are distinguished by _________________ LA Intangibi1ity and inseparabi1ity E heterogeneity and perishabi1ityC Both A and BD Neither A or B7.PEST in the marketing environment analysis refers to ________________ LA People, Economy, Society and TechnologyE Pol itical, Econcmic, Socia 1 and Cultural issues and TechnologyC People, Econcrnj; Society and TreatmentD Political, Econcmic, Scientific issues and Technology8.Tie data that are avai lable are cal led ________________ LA Primary dataB secondary dataC tertiary dataD elementary data9.In quantitative research, usual ly a large number of respondents are asked to replyeither 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 false10.Hcxre-Country Middlemen inc 1 udeA Foreign Country BrokersB Inport Jobbers11.The motivation of middloren in the international marketinginc1udes.A cost, capitals, control, coverage, character and continuityB Financial rewards, psychological rewards, ccninunicat ions, caipany support^and corporate rapportC Financial rewards, psychological rewards, coverage, caipany support, andcorporate rapportD ccnniunicat ions, ccrrpany support, and corporate rapport, coverage,character and continuity12.Saw general distribut ion patterns that are simi lar global ly include:A Product Line Breadth E NDnexistent Channe 1 sC Blocked ChannelsD Al 1 of them13.Sane of the more important foreign-count ry middlemen, who findmarkets forforeign manufacturers include:A Foreign-Country BrokersB ]\4inaging Agents andCcmpradorsC Both of themD None of them14.When using the in ternet for distribut i on purposes, the fol lowing factorsshould be cons i de redA PriceB advertiseC INone of themD Al 1 of them15.TheNfarketing and Sales Personnel can be recruited fram ________________ LA expatriates E local nationalsC thi rd-country nationalsD Al 1 of them16.Perfoirnance-based incentives have been found to be less effective in EasterEuropean 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 objectivesE Pricing as a static element in a business decisionC Both of themD Neither of them19.______ a re often set on a cost-plus basis, i- e., total costs plusa profit margin.A Penetration PricingB Full-Cost PricingC \^ariable-Cost PricingD Skinming Pricing20. _______ is the direct exchange of goods between two parties in a transactionA BarterB Caipensation dealsA TrueB FalsePeople with cultural skills should be able toC Counter —purchaseD BujH^ack18. The international planning process is conducted as the fol lows:◎ Matching mix requi rement;⑹ IVferketing plan development;(7) Prel iminary analysis and screening⑻ Inplementation, evaluation, and controlA (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 ImportB DistributorC Licensing and franchisingD Di rect foreign investmentat 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 trademarkB warrantyC brand nameD styling23. Nfeny consumer services are distinguished by _________________ LB Intangibi1ity and heterogeneity B inseparabi1ity and perishabi1ityC Both A and BD Neither A or B24. SIP in the marketing strategies refers to _________________ LA Segwntation, Targeting and PositioningB Separation, Target and PositionC Sales, Target and PurchaseD Segnentation, Targeting and Purchase25. The data that are col lected for particular projects are cal ledB Primary data B secondary dataC tertiary dataD elementary data26. 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 TrueB False27. Hom^-Country Middlemen inc 1 udeA Minufacturer s Export AgentB Export Jobbers28. The six Cs of channe 1 strategy includes •20. _________ i s conductedwith 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 TrueE cost, capitals, control, coverage, character and continuityE cooperation, corporation, consumer, caimunication, convenience, and costG consuirer, communication, convenience, and cost, coverage, and corporationH ccrmiunications, ccrrpany support, and corporate rapport, coverage,character and continuity29.Distribution in ________ has long been considered the most effectivenon—tari ff barrier to the Japanese marketA USB UKC FranceD Japan30.Sow of thennre important foreign-country middlemen, who findmarketsfor foreign manufacturers include ____________B Heme-Country Brokers B Manufacture Agents andCompradorsC Both of themD None of them31.When using the internet for distribution purposes, the fol lowingfactors should be considered •A PriceB advertiseC PromotionD Al 1 of them32.Sales and marketing executives can be recruited via _________________ LA newspaperB employment agenciesC executive search filmsD al 1 of them33.Caipensat ion in the thi ted States typical ly involve a greater enphas i s on base pay than in Eastern European countries.A TrueB False34.People with cultural ski 1 Is should be able to ______________A put up ambiguityB 1 augh at thingsC Criticize the 9RCD convey a negative regard35.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, thebetter it is able to achieve its marketing goalsB It is not always possible to control end pricesC Broader product 1ines and the larger the number of countries involved, themore 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 shareby deliberately offering products at low pricesA Penetration PricingB Ful 1-Cost PricingC X^ariable-Cost PricingD Skinming Pricing37. ______ is the payment in goods and in cashA BarterB Ccmpensation dealsC Counter-purchaseD Buy-back3& 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 controlA (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 1iancesC InternetD Distributor4(X ________ pertains to speci fic actions and to the al location ofresources used to inplement strategic planning goals in speci ficmarket..A Strategic planningB Corporate planningC TacticalplanningD Global planning41、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 followingsA installation E warrantyC product platformD deliveries43^ Nhny consumer services are distinguished by __________________ LA perishabi1ity and inseparabi1ityB heterogeneity and intangibi1ityC Both A and BD Neither A or BPeople, Price, Premotion and PlaceProduct, Price, production and promt ionProduct^ People, Price and PlaceProduct, Price, Premotion and Place4〉 In______ the questionnaire is translated frem one 1 anguage to another, and then a second party translates it back into the original.C parallei translationD back translation46 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 False44 4Ps in the traditional marketing mix refers to _______ A E C D A direct translation B cultural translation41 Foreign-Countrj^ Middlemen include •A Foreign Sales CorporationB Export IVferchantsC Both A and BD Neither A nor B48. Channe 1 control is maintained through the fol lowing elements EXCEPTA inventory financing E business philosophyC cumulative rebates C merchandise returns49、 __________ m arket structure is dcminated by many smal 1 middlonen deal ing with many smal 1 retai lers — high density of middlemen AUS E UKC Japanese 50. Frequently used types of dcmestic A Herne-Country Brokers B C Both of them51、When using the internet for distributionpurposes, the fol lowing factors should be considered •A CultureB Del iveryC PromotionD Al 1 of them51 lb select personnel for international marketing positions effectively, management must choose individuals who have _______________________ LA JVhturity E Flexibi 1 ityC Breadth of KnowledgeD Al 1 of them53^ 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 lowingA creating a mentor programB of fering a no ral job guaranteeC keeping in touch with himD offering a written jobguarantee55. 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 transportationD price di fferences are the same as the cost of transportation56. ________ is used to reach a segnent of the market that is relativelyprice insensitive and thus willing to pay a premium price for a productA Penetration PricingB Ful I-Cost PricingC Variable-Cost PricingD Skinming Pricing57. _______ is made when the sei ler agrees to accept as partial paymenta certain portion of the output that are produced frem the plant or machinery that are sold to the buyer.A BarterB Caipensation dealsC Counter —purchaseD BujH^ack二、 名词解释 D French intermediaries inc1udeMinufacturer s Export Agent D None of themA TrueI.back translation 2. Joint venture 3. Green marketing4. Separation allowances5. skinming6. Paral lei Translation7. Franchising & global brand 9. Sales pramtions 10. exclusive distributionII.Expert opinion 12. Licensing 13. Dealers14. 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 marketing3.Uhder which circumstances should expatriate salespeople be utilized4.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 icensing3.Explain the concept and effeet of price escalation4^ What are the three major conponents of a product? Discuss thei r inportance to product adaptation5s 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。