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