国际营销期末复习选择题
1. What are the two basic forms of research gathering methods? C
a. Generic and specific
b. Presentation and demonstration
c. Primary and secondary
d. Limited and scope-oriented
2. Marketing research stresses the need for objectivity and information, reducing the roles of all of these except which one? B
a. Bias
b. Demographics
c. Emotions
d. Subjective judgment
3. The value of research in making a particular decision can be determined by applying the following equation: V(dr) - V(d) > C(r). In this equation, V(dr) represents: B
a. the cost of research.
b. the value of the decision with the benefit of research.
c. the value of the decision without the benefit of research.
d. the difference between the cost of research and the benefit of the research.
4. What is a major reason that firms are reluctant to engage in international marketing activities? B
a. Lack of investors in international markets.
b. The lack of sensitivity to differences in consumer tastes and preferences.
c. Absence of profitable opportunities.
d. Lack of distributors in most international markets.
5. Which of the following is the first step in foreign-market opportunity analysis? B
a. To identify the potential demand for a specific product.
b. Indexing and ranking countries by their market appeal.
c. Clustering countries into similar groups for screening and evaluation.
d. Development and planning of strategies of the country chosen.
6. Collecting MICRO secondary data information, involves gathering: D
a. tariff and non-tariff information.
b. government trade policy information.
c. information obtained from the WTO.
d. data on local laws, regulations, standards, and specifications.
7. Which of the following entities has the greatest variety of secondary data? B
a. The Data Store
b. Governments
c. Trade directories
d. Service organizations
8. The level of computerization of a society can estimate the future need for software. In this example, the level of computerization of a society is a: B
a. random variable.
b. proxy variable.
c. constant.
d. qualitative variabl
e.
9. Which of the following observations concerning primary research is true? C
a. It is always conducted by the firm with the specific need.
b. It is lesser in scope compared to secondary data collection.
c. It is conducted to fill specific information needs.
d. It is easier to conduct internationally.
10. Firms are increasingly recognizing that ____, such as lifestyles, attitudes, or personality, can play a major role in identifying similar consumer group in different countries. B
a. culture characteristics
b. segmentation variables
c. family qualities
d. macro variables
11. Which of the following questions will most likely require the use of primary research? C
a. What is the projected growth of Internet penetration in the Middle-East in the next few years?
b. What is the ratio of Columbia's debt to gross domestic product?
c. What is the market potential for our furniture in Indonesia?
d. What percentage of global steel production is accounted by the Chinese steel industry?
12. Because an international marketer is unlikely to possess specialized expertise in international marketing research for every single market it currently serves or is planning to serve, it is best to consider: A
a. using outside research services.
b. not doing any research at all.
c. assigning one person in the company this responsibility.
d. extrapolating one country research findings to another.
13. Which of the following are three research instruments used for gathering qualitative data in marketing research? D
a. Data mining, data warehousing, and filtering
b. Surveys, scanner data, and directories
c. Government statistics, electronic information services, and networks
d. Interviews, focus groups, and observation
14. In a developed country, a white-collar worker may be part of the middle class, whereas in a less-developed country, the same person would be part of the upper class. This example underscores the importance of _____ while deciding on survey question formats. A
a. data equivalence
b. social desirability
c. question validity
d. overt questioning
15. What demographic characteristic below best describes something that would affect a person's ability to answer a question based on his or her knowledge and the information available? D
a. Gender
b. Income
c. Social class
d. Education level
16. To enrich information obtained from factual data, corporations resort to the use of creative and highly qualitative data-gathering methods. Which of the following is one of those methods? D
a. Survey
b. Questionnaire
c. Mall intercept
d. Delphi study
17. Which of the following is true about Delphi Studies? B
a. It seeks to obtain the responses of many people with only limited knowledge.
b. It aims at qualitative rather than quantitative measures by aggregating the information of a
group of experts.
c. It suffers from the same drawback of ordinary mail investigations.
d. It requires only two steps for completion and hence information is obtained very quickly.
18. Which of the following statements about companies that export is not true? A
a. Companies that export are taxed at a higher rate than those that do not.
b. Companies that export grow faster than those that do not export.
c. Companies that export are more productive than those that do not export.
d. Companies that export have employees that tend to earn mor
e.
19. Which of the following is considered a proactive motivation to go international? B
a. Competitive pressures
b. Unique products
c. Over-production
d. Excess capacity
20. Which of the following is considered a reactive motivation to go international? B
a. Profit advantage
b. Saturated domestic markets
c. Managerial urge
d. Technological advantage
21. The most stimulating motivation to become involved in international marketing is: C
a. to avoid taxation.
b. to create international partnerships.
c. the profit advantage.
d. creation of excess capacity.
22. In small and medium-sized firms, the initial decision to export is usually made by the president, with substantial input provided by: D
a. the finance department.
b. the researchers and product developers.
c. the human resource department.
d. the marketing department.
23. The primary external influence on a firm's decision to become international is: D
a. competition.
b. management's gamble on a new market segment.
c. government mandate.
d. foreign demand.
24. External change agents include all of the following except: C
a. banks.
b. accountants.
c. the company's owners.
d. advertising agencies.
25. A company that starts exporting within two years of start up is called: A
a. an innate exporter.
b. a pioneer.
c. a reactive exporter.
d. a trade visionary.
26. Under this type of agreement, one firm permits another firm to use its intellectual property in exchange for royalty compensation. This property might include patents, trademarks, copyrights, technology, technical know-how, or specific marketing skills. What is this type of agreement called? D
a. Outright purchase
b. Franchising
c. Focal market agreement
d. Licensing
27. Which of the following is not a cost associated with negotiating a licensing agreement?
B
a. Transfer cost
b. Sunk cost
c. R&D cost
d. Opportunity cost
28. When a parent company grants another, independent entity the right to do business in a specified manner, including the right to sell the parent company's products and use its name, production, preparation, and marketing techniques, this is called: D
a. portfolio management.
b. a joint venture.
c. export management.
d. franchising.
29. Which of the following is the proper definition of portfolio investment? D
a. Direct investment in foreign entities.
b. Purchase of a manufacturing plant in a foreign market.
c. Outright purchase of a competing company.
d. Purchase of stocks and bonds internationally.
30. Which of the following are defined as enterprises which own or control production or service facilities outside the country in which they are based? B
a. Innate exporters
b. Multinational corporations
c. Matrix organizations
d. Joint ventures
31. Very often, foreign direct investors, particularly multinational corporations, are praised by governments and individuals for bringing capital, economic activity, transferring technology and managerial skills, and one other key component to the country. What is that key component?
D
a. Corporate work culture
b. Brain drain
c. Deference
d. Employment
32. A major concern of governments is the concept of transfer of profit from the new foreign market back to the domestic country. What is the term used for this transfer?A
a. Profit repatriation
b. Domestic sharing
c. Currency liquidation
d. Credit acceptance
33. Which of the following is true about full ownership of international operations by multinational firms? C
a. It is not desirable, but a necessary prerequisite for international success.
b. It is the result of polycentric considerations.
c. Profit repatriation is a major concern.
d. The international environment is quite amicable towards it.
34. When two or more organizations collaborate for more than a transitory period and share assets, risks, and profits, this is known as a(n): D
a. value partnership.
b. acquisition.
c. opportunistic alliance.
d. joint ventur
e.
35. When a government allows companies to join together to conduct joint basic research efforts without fear of antitrust action, this is called: A
a. research consortia.
b. controlled research.
c. primary data from undisclosed documents.
d. strategic allianc
e.
36. Which of the following best describes the product or service a company offers for sale? B
a. A pertinent formation of space and time.
b. A complex combination of tangible and intangible elements.
c. A tangible benefit.
d. An intangible offering.
37. Differentiation is a marketing method to: D
a. get different customers to try the product.
b. create an image or a perception in the mind of the consumer.
c. dilate the market forces with excessive distribution.
d. help consumers distinguish between competing brands.
38. When the core product is relatively or highly similar between competitors, marketers highlight what type of features to achieve differentiation? A
a. Augmented
b. Core
c. Innate
d. Fancy
39. Which of the following is an intangible element of a product? C
a. Installation
b. Aesthetics
c. Positioning
d. Packaging
40. Installation, after-sales service, warranty etc. are _____ elements of a product. B
a. intangible
b. augmented
c. core
d. packaging
41. Which of the following is NOT a factor which might encourage standardization? A
a. Government and regulatory influences.
b. Economies of scale in production.
c. Economies in marketing.
d. Shrinking of the world marketplac
e.
42. Which of the following products do NOT tend to have high levels of standardization? B
a. Personal care products
b. Food products
c. Luxury goods
d. Medical equipment
43. What are the conditions which generally require product adaptation in consumer goods? C
a. Time, space and utility.
b. Focus, layout and entity.
c. Cultural grounding and economic conditions.
d. Money, labor and foreclosur
e.
44. Which of the following are typical changes made to products to modify them for the international marketplace? A
a. Packaging, measuring units, labeling and usage instructions.
b. Weight, size, and units.
c. Product form and price.
d. Sweetness levels and color.
45. What is probably the single most important factor contributing to product adaptation? C
a. Economic integration
b. Situational analysis
c. Government regulations
d. Primary packaging
46. Which of the following is NOT a non-tariff barrier? A
a. Import duty
b. Product standards
c. Testing or approval procedures
d. Subsidies for local products
47. In developing markets, products such as cigarettes and razor blades are often sold by the piece. Why? D
a. It is easier to get regulatory approval.
b. Because of packaging concerns.
c. Taxation considerations usually lead to such actions.
d. So that consumers with limited incomes can afford them.
48. Why do climate and geography affect product offerings in foreign countries? A
a. The result maybe longer shipping and storage times, perhaps affecting the product.
b. Needs of consumers remain the same in different climates.
c. Geography has a no impact on the product offering.
d. Geography and climate remain neutral towards the benefits offered by the product.
49. The name, term, symbol, sign or design used by a firm to differentiate its offerings from those of its competitors is called the: C
a. perception.
b. benefits.
c. bran
d.
d. position.
50. Which of the following is true about brands? B
a. Allows customization of promotional items.
b. Conveys the image of the product or service.
c. Are always listed on balance sheet.
d. Are used only by apparel companies.
51. Which of the following is NOT one of the major functions of packaging? C
a. Marketing
b. Distribution
c. Feedback
d. User convenience
52. What does the "Made in" phrase required on most products say about product quality? A
a. Consumers have a perception of product quality based on the area of origin.
b. The statement has no relevance in this context.
c. Consumers in superstitious cultures may feel awkward about using the product.
d. The statement is about origin, not product quality.
53. Any good bearing an unauthorized representation of a trademark, patented invention , or copyrighted work that is legally protected in the country where it is marketed is known as a: C
a. replica.
b. me-too product.
c. counterfeit.
d. hand-me-down.
54. Which of the following is not a general alternative pricing mechanism? A
a. Monopoly
b. Skimming
c. Market pricing
d. Penetration pricing
55. Which of the following statements about prices is false? A
a. It cannot determine the long-term viability of an enterprise.
b. It serves as a means of communication with a buyer by providing a basis for judging the
attractiveness of an offer.
c. It is a major competitive tool in meeting and beating close rivals and substitutes.
d. Competition has an impact on prices.
56. For an exporter to use the _____ approach, the product has to be unique, and some segments of the market must be willing to pay the high price. B
a. extinction pricing
b. skimming
c. penetration pricing
d. market pricing
57. Which of the following can be used to discourage marketers from entering the market? D
a. Cost-plus pricing
b. Changing pricing
c. Multiple-product pricing
d. Penetration pricing
58. Which of the following is a reactive approach that may lead to problems if sales volumes never rise to sufficient levels to produce a satisfactory return? A
a. Market pricing
b. Penetration pricing
c. Multiple-product pricing
d. Changing pricing
59. Which of the following is not an attribute of pricing policy selection? C
a. Decision control
b. Flexibility
c. Differentiation
d. Objectives
60. Which of the following is not considered an internal factor for setting the export price? D
a. Company’s philosophy
b. Company’s goals
c. Company’s objectives
d. Company’s customers
61. Which of the following is not a factor to be considered in determining the price of an exported product? B
a. The importance of price in customer decision making.
b. The brand or brand family being considered.
c. The strength of perceived price-quality relationships.
d. Potential reactions to marketing mix manipulation by marketers.
62. ____ price system differentiates between domestic and export prices. A
a. Dual pricing
b. Bilateral pricing
c. Semi-pricing
d. Export secondary methodology
63. The marginal cost method of pricing considers the direct costs of producing and selling products for export as the floor beneath which prices cannot be set. What costs need to be excluded in these direct costs? C
a. Variable costs and product costs
b. Shipment costs and manufacturing costs
c. Fixed costs, R&D and domestic overhead
d. Inventory costs and production costs
64. Free on board (FOB): B
a. means that the exporter quotes a price for the good.
b. applies only to vessel shipments.
c. replaced a variety of FOB terms for all modes of transportation except vessel.
d. applies only at a designated inland shipping point.
65. What is a letter of credit? A
a. An instrument issued by a bank at the request of a buyer in which the bank promises to pay a
specified amount of money on presentation of documents stipulated in the letter.
b. It is a letter which states that after the seller ships the goods, the shipping documents and the
draft demanding payment should be presented to the importer through banks acting as the seller’s agent.
c. It is given to shipping companies who have a line of vessels.
d. An instrument of currency issued by a foreign government to the exporter.
66. Which of the following refers to a tactic whereby a foreign firm intentionally sells at a loss in another country in order to increase its market share at the expense of domestic producers, which amounts to an international price war? B
a. Unintentional dumping
b. Predatory dumping
c. Sporadic dumping
d. Persistent dumping
67. Countervailing duties are associated with which of the following? C
a. Price negotiations
b. Leasing
c. Dumping
d. Factoring
68. Which of the following statements about communication is false? C
a. The communication process extends beyond the conveying of ideas to include persuasion.
b. Ideally, marketing communication is a dialogue that allows organizations and consumers to
achieve mutually satisfying exchange agreements.
c. It is a process of establishing a “commonness” of thought in between the source and the
sender.
d. A relationship has to be established from the beginning and deepened over tim
e.
69. The process of converting a message into symbolic form so that it is properly understood by the receiver is called: B
a. patterning.
b. encoding.
c. formulation.
d. pledging.
70. Which of the following are the two biggest dangers faced in international negotiations? C
a. Lack of interest and resources
b. Punitive damage and lawsuits
c. Parochialism and stereotyping
d. Flattening and wholesaling
71. Which stage of international business negotiations allows the two parties to assess each other’s needs and degree of commitment? B
a. Implementation
b. The offer
c. Informal meetings
d. Strategy formulations
72. Competitive and collaborative approaches are associated with which of the following? B
a. Strategy formulation
b. Face-to-face negotiations
c. Implementation
d. The offer
13. Which of the following is not part of the influences on negotiation style? A
a. Values
b. Attitudes
c. Expectations
d. Habitual Behavior
73. What is the first step in developing a communications strategy? D
a. Set marketing communications objectives
b. Respond to competitor's campaigns
c. Implement the campaign
d. Assess marketing communications opportunities
74. The tools the international marketer has available to form a total communications program for use in the targeted markets are referred to as the: D
a. marketing mix.
b. campaign mix.
c. distribution mix.
d. promotional mix.
75. Personal selling would be considered which type of strategy? A
a. Push
b. Pull
c. Point of purchase
d. Differential
76. Advertising is considered what kind of marketing strategy? D
a. Retrenchment
b. Focus
c. Push
d. Pull
77. What are the two main concerns when selecting media? B
a. Size and frame
b. Effectiveness and efficiency
c. Space and utility
d. Size and utility
78. In export marketing, which new dimension is added to the task in addition to making market specific decisions? D
a. The import channel decision
b. The dual channel decision
c. The hybrid channel decision
d. The export channel decision
79. What is the main reason to use an intermediary when introducing an internationally marketed product into a new foreign market? C
a. Intense competition
b. Fighting of possible retailing expenditures
c. To gain quick, easy, and relatively low-cost entry
d. Sensationalize the installment precedent
80. Channel design is determined by factors that can be summarized as the 11 Cs. Which of the following is on the 11 C's checklist? B
a. Country
b. Company objectives
c. Consumer
d. Corporation
81. What is the most likely scenario for an international product introduction? B
a. To be English based and only deal with American intermediaries.
b. Concentrate efforts on only the most attractive markets.
c. Personalize the packaging for individuals.
d. Preplan the marketing allocation to include customization.
7. Which of the following is an external determinant of channel structure relationships? B
a. Coverage
b. Culture
c. Cost
d. Capital
82. Existing channel structures which must be considered when planning a distribution system are called: C
a. channeling.
b. precursors.
c. distribution culture.
d. interagency agreements.
83. The expenditure incurred in maintaining a channel once it is established is referred to as:
B
a. price.
b. cost.
c. outlay.
d. capital.
84. There are three different approaches to coverage. Identify one of the following that is not a type of coverage. A
a. Extensive
b. Intensive
c. Selective
d. Exclusive
85. Which of the following is considered the most long-term of the marketing mix decisions?
C
a. Pricing
b. Promotion
c. Channel design
d. Process
86. Parallel importation refers to authentic and legitimately manufactured trademark items that are produced and purchased abroad but imported or diverted to the market by bypassing designated channels. What type of market is this? C
a. Flea market
b. Black market
c. Gray market
d. Monopolistic market
87. Which of the following statements about gray markets is false? D
a. Gray market goods can severely undercut local marketing plans.
b. In almost all cases of gray marketing, someone in the authorized channel commits a diversion,
thus violating the agreements signed.
c. Gray markets attract consumers with high price sensitivities.
d. Risk tolerance will have a negative influence on consumers’ propensity to buy gray-market
goods.
市场营销期末考试试卷及参考答案
一、单项选择题（共15分，每小题1分） 1．市场营销观念的中心是（）。 A．推销已经生产出来的产品 B．发现需要并设法满足它们 C．制造质优价廉的产品 D．制造大量产品并推销出去 2.做为市场营销中介的物流公司，通常被称为( )。 A.供应商 B.商人中间商 C.代理中间商 D.辅助商 3．企业购买者做出购买决策最少的购买情况是（）。 A．直接重购 B．修订重购 C．新购 D．变更收购 4．下列调查方法中不属于访问法的是（）。 A．邮寄调查 B．留置问卷调查 C．电话访问 D．直接观察 5．某油漆公司不仅生产油漆，同时还拥有和控制200家以上的油漆商店，这就叫（）。 A．前向一体化B．后向一体化 C 横向一体化D．多角化6．下列不属于市场营销组合要素的是( )。 A．产品 B．促销 C．渠道 D．利润 7．对经济、收入和税收因素的分析属于( )。 A．技术环境分析 B．政治环境分析 C．经济环境分析 D．社会环境分析8．如一种产品的销售增加必然引起另一种产品销售的减少，那么，这两种产品是( )。 A. 互补品 B. 独立品 C. 条件品 D. 替代品 9．人们购买制冷用的空调主要是为了在夏天获得凉爽空气。这属于空调产品整体概念中的（）。 A．核心产品 B．有形产品 C．附加产品 D．直接产品 10．细分消费者市场必须注意以下五方面的要求：（）。 A．市场要有同质性、应变性，市场范围相对较小 B．市场要有可进人性、可变性、垄断性、同质性
C．市场具有可测量性、需求大量性、效益性、应变性等 D．市场要有足够的购买潜力、可进入性、可衡量性、可盈利性等 11．相对于黑白电视机而言，彩色电视机属于（）。 A．全新产品 B．换代产品 C ．改进产品 D．仿制产品 12．产品生命周期指的是（）。 A．产品使用寿命B．产品物理寿命 C．产品合理寿命D．产品市场寿命 13．企业只推出单一产品，运用单一的市场营销组合，力求在一定程度上适合尽可能多的顾客的需求，这种战略是（）。 A．无差异市场营销战略 B．密集市场营销战略 C．差异市场营销战略 D．集中市场营销战略 14．宝洁公司有包括洗衣粉、牙膏、肥皂、纸尿布、纸巾在内的5个产品线，其中“5”代表的是企业的产品组合的（）。 A．宽度 B．深度 C．长度 D．关联度 15．消费者对价格敏感，生产与销售成本低，竞争者易进入，商品差异性小的新产品定价，应采用( )。 A．高价策略B．低价策略 C．满意策略D．折扣策略 二、名词解释（共15分，每小题3分）。 1.关系市场营销 2.后向一体化 3.市场预测 4.核心产品 5.需求的交叉弹性 三、简答题（共30分，每小题6分） 1．影响消费者购买行为的主要因素有哪些？
《国际市场营销学》期末复习材料NEW
1、市场营销分析工具： （1）分析宏观环境——PEST分析 （2）企业状况——SWOT分析 （3）行业状况——波特五力模型 （4）市场选择战略——STP （5）评价市场细分——MASA （6）波士顿矩阵法——分析和规划企业产品组合 2、国际市场营销的目标——满足国际市场需要 3、企业开展国际市场营销活动的导向——国际市场需求 4、国际市场营销学的研究中心——国外顾客需求 5、开展国际市场营销的主力军——跨国公司 6、本国政府采取支持和鼓励本国企业到国际市场开拓经营的一系列政策，目的是扩大出口，获取更多利润。 7、4P策略：产品、价格、渠道、促销 8、营销观念 9、企业开展国际市场营销时，最为严重的政治风险——没收、征用、国有化
10、政治风险的外部影响因素：东道国的国际关系、东道国的政治稳定性、产品在东道国的政治敏感度（越敏感风险越大）、企业在东道国的知名度 11、国际市场中的文化环境不同，会导致居民对相同产品的接受程度不同 12、区域经济一体化的发展阶段是：自由贸易区、关税同盟、共同市场、经济同盟。P75 13、国际营销调研的类型：探测性调研、描述性调研（如实反映市场经营状况）、因果关系调研、预测性调研。 14、国际营销信息系统的构成：内部报告系统、营销情报系统、营销调研系统、营销分析系统。 15、营销战略目标的制定过程：STP（市场细分、目标市场选择、市场定位）、制定营销组合 16、市场细分是根据消费者消费需求和购买习惯的差异将整个市场划分为若干子市场。 17、市场细分应适度，恰当的市场细分应该既能保证市场细分的有效性和精确性，又能使成本最低，运用的细分变量并非越多越好。
国际市场营销课程标准
《国际市场营销》课程标准 一、概述 （一）课程性质 经济全球化加快了企业融入国际市场的步伐，这就要求企业对国际市场的营销环境、规则和营销策略的规律性有一个充分的把握。《国际营销学》是工商管理、国际贸易专业的—门重要专业必修课。通过学习本课程，要求学生掌握有关国际市场营销的一些基本理论，更重要的是要求掌握相关的营销操作技能，为日后实际工作打下良好的基础。 （二）课程基本理念 通过本课程的教学，帮助学生掌握现代国际市场营销的基本原理，培养学生的市场营销实战才干，使学生能运用所学的理论知识，具备进行国际市场营销策划的能力，具备进行国际市场研究的能力，具备制定国际经营战略，选择国际目标市场并进行市场定位的能力，具备进行国际市场产品决策、定价决策、分销决策、促销决策等方面的能力，提高分析和处理国际市场营销问题的综合能力和实践能力。 （三）课程设计思路 本课程的教学方法以课堂讲授教学为主，以实践和课堂讨论为辅。主要的教学手段包括: 1.课堂讲授：系统地向学生传授基础知识。 2.课堂讨论：通过引导学生参与讨论加深学生对基本知识的理解。 3.课后作业：适量的课后思考督促学生进行更深入的思考。 4.小组项目：提供调研课题与经典案例，学生分组讨论、课堂陈述 并上交报告。 5．结课成绩=平时成绩*30%+期末考试成绩*70% 二、课程目标 （一）总目标 主要围绕“企业如何开展国际营销”这一主题，按照企业进入国际市场的过程依次展开论述。从国际营销环境的分析、国际目标市场的选择及进入方式的决策，到国际营销竞争策略的制定，国际营销组合策略的实施以及营销过程的组织与控制，进行全面、系统的分析。使学生了解国际市场营销基本理论及其发生、发展；掌握国际市场营销管理的基本原理和方法。并使他们对国际市场的环境、进入国际市场的方式与应用条件、国际产品、定价、渠道和沟通策略、全球营销管理的领导、组
国际市场营销学考试及答案
全球市场营销学复习资料一、名词解释 1、自我参照标准P13民族中心主义P13 自我参照标准指无意识地参照个人的文化价值观、经验和知识，作为决策的依据。 民族中心主义是一种认为自己文化优于他人文化的信条。广义上说就是轻视其他群体的成员。 2、国际市场营销P8 国际市场营销：指对商品和劳务流入一个以上国家的消 费者或用户手中的过程，企业进行计划、定价、促销和引导以便获取利润的活动。3、文化P62 文化：人们通过学习获得的区别于其他群体行为的特征 的集合。文化是人类所创造的物质财富与精神财富的总和。文化是一个复杂的整体，包括知识、信仰、艺术、道德、法律、风俗以及作为社会成员而获得的其他方面的能力和习惯。4、无计划变革与有计划变革P83 无计划变革是引进一种产品，然后听天由命；有计划变革，有目的地改变那些会对实现预定营销目标产生阻力的文化因素。5、文化的强制性、选择性与排他性P88 有些商业惯例有着强制性，人们必须承认它、遵守它；有些商业惯例，适应是有益的，但不是必须的，是有选择性的；还有些习俗，“外人”不得介入，具有排他性。 6、单一时间利用方式与多种时间利用方式P98 单一时间利用方式强调“专时专用”和“速度”，单一时间 利用方式就是线性的使用时间，专时专用，仿佛时间是
有形的一样。多种时间利用方式强调“一时多用”，注重人际交往。7、收买与打点P105 收买是用财物或其他好处笼络人，以便利用一个政府官员；打点指送人钱财疏通关系，托人关照，希望对方加快工作速度和提高效率。8、主权国家116 主权国家指拥有独立主权的国家。9、本土化121 本土化指东道国政府通过制定一系列的政府法令来增加对外国公司的控制和限制，逐渐将外国投资置于控制之下的过程。10、政治贿赂133 政治贿赂是企图通过收买掌权者，让其代表跨国公司出面干预，从而减少公司的政治风险。 11、调解141 调解是指争端双方在第三方主持下，自愿进行协商，促成双方达成协议、解决纠纷的办法。12、仲裁142 仲裁是指买卖双方达成协议，自愿将有关争议交给仲裁机构进行裁决，这个裁决是最终的，对双方都有约束力，双方必须遵守。 仲裁是指争端双方达成协议，自愿将有关争议提交非司法机构的第三方审理，由第三方作出对争议双方均有约束力的裁决的一种解决纠纷的制度和方式。 13、市场营销研究165 市场营销研究：系统地收集、记录和分析资料，为营销决策提供有用的信息。14、定量研究171
市场营销期末试题(三)及标准答案
市场营销期末试题(三)及答案
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市场营销期末试题（三）及答案 一、名词解释(每个3分．共15分) 1．市场 2．文化 3．市场补缺者 4．中间商 5．市场营销控制 二、填空(每空1分。共15分) 1．赫杰特齐教授编写的第一本市场营销学教科书于——年出版，它的问世是市场营销学诞生的标志。 2．消费需求变化中最活跃的因素是--------的收入。 3．在无需求的状态下，企业营销的任务是------ 。 4．国外一些厂商常花高价请明星们穿用他们的产品，可收到显著的示范效应。这是利用-------对消费者的影响。 5．最早建立购买行为理论的是以——为代表的经济学家。 6．生产者采购生产资料的过程一般分为八个阶段，其中第一个阶段是——最后一个阶段是 ------------ 7．一个消费者的完整购买过程是从——————开始的。 8．在市场调查活动中，一般只有在现存的二手资料已过时、不准确、不完整甚至不可靠的情况下，才花较多的费用和时间去收集——。 9．那些与本企业提供的产品或服务相类似，并且所服务的目标顾客也相似的其他企业，被称为——。 10．市场挑战者策略的核心是——。 11．目标市场营销是——观念的体现。 12．产品定价的最低限度是——，最高限度是——。 13．生产企业在特定的市场里，选择几家批发商或零售商销售特定的产品，这就是----- 三、单项选择(在每小题的4个备选答案中选出一个最优的，将其序号填入题后括号内。每小题1分，共20分) 1．消费者个人收入中扣除税款和非税性负担之后所得的余额叫做( )。 A．个人全部收入 B．个人可支配收入 C．个人可任意支配的收入 D．人均国民收入 2．一个企业若要识别其竞争者，通常可从以下( )方面进行。 A．产业和市场 B．分销渠道
国际市场营销 期末复习重点
国际市场营销 第一章国际市场营销学导论 学习内容：一、企业进军国际市场的动因 二、国际市场营销的概念 三、国际市场营销与国际贸易的关系 四、国际营销的发展阶段 五、国际营销的挑战 教学要求：知识目标：掌握国际营销概念; 了解国际营销发展阶段，掌握企业开展国际营销的动因; 了解国际营销观念的演变，掌握国际营销发展阶段的特点； 了解跨国公司与国际营销的关系。 能力目标：能够运用国际营销观念分析国际营销活动，指导国际营销实践; 能够结合实际案例分析企业所处的国际营销阶段及其策略。 引导案例吉利收购沃尔沃成为中国汽车首家跨国企业----略 一、企业进军国际市场的动因 ?（一）动因：1.经济全球化的必然结果，是时代发展的必然趋势； 2.国内市场需求趋于饱和，市场竞争日益加剧； 3.国际市场的吸引力； 4.政府的鼓励与支持； 5.其它原因：*获得国外先进的科学技术和管理经验 *充分利用国外的资源，有利于提高规模经济效益 *其它 ?（二）方式： 1.出口Exporting； 2.许可证贸易Licensing； 3.在国外设立销售办事处或营销子公司； 4.国外直接生产与营销； 5.其它方式。 例1 从“海尔中国造”到“海尔世界造” 二、国际市场营销的概念 （一）国际市场营销的概念：国际市场营销是企业在一国以上从事经营与销售活动。 ?特点：复杂性、多样性、风险性 ?任务：从国际市场顾客需求出发，依据国内外不可控的各类环境因素，运用企业可控制的因素，制定、执行及控制企业的国际营销计划，实现企业的营销目标。 （二）国际市场营销体系 （三）国际市场营销与国际贸易的关系 ?国际市场营销与国际贸易的联系： 1.基本的经营方式相同； 2.所面临的经营环境是相同的； 3.部分理论基础相同： “比较利益学说”，“国际产品的生命周期理论”等。 判断正误：“国际贸易中的产品一定要跨越国界，而国际营销中的产品却不一定需要跨越国界。”?国际营销与国际贸易的比较 三、国际营销理念的演进 EPRG模型 美国宾州大学教授波尔穆特提出国际营销企业有四种导向：母国中心导向(Ethnocentric)、多元中心导向(Polycentric) 及全球中心导向(Geocentric) 、区域中心导向(Regioncentric) 国际营销企业的四个基本导向（EPRG模型）
《市场营销》课程标准
XXXX 学校 市场营销》课程标准 课程编码：FG18021 适用专业：电子商务专业学分：4 编写执笔人：XXXXXX 修订日期：2016年6 月课程类别：专业必修课授课单位：XXXXX 学时：72 审定负责人：审定日期： 一、制定课程标准的依据 根据教育部加强职业教育的规定，促进技能型实用人才培养依据，特别是适应现代基础营销管理人才的需求，特制定本标准。 二、课程的性质与作用该课程是电子商务专业的专业必修课程，是企业经营管理的核心基础课程。是学生职业能力提高和拓展所必需的学习领域课程。 《市场营销》是一门理论研究与实践应用并重的学科，是建立在经济科学、行为科学和现代管理理论之上的应用科学。本课程要使学生系统地掌握市场营销基本理论、基本方法和基本技能，学会用营销知识指导企业开展营销管理活动，培养学生识别、分析和解决营销问题的能力。 三、课程设计理念及思路 （一）设计理念本课程本着“以学生为中心”教育思想，依据“任务驱动、工学结合、能力培养”的原则，以提高学生整体素质为基础，以培养学生市场营销综合能力、特别是创新能力和实际操作能力为主线，兼顾学生后续发展需要，选取符合市场营销职场所要求的市场营销知识、素质和能力为教学内容；在基础知识的选择上以应用为目的，以“必需、够用、实用”为度，服从培养能力的需要，突出针对性和实用性，实现“教中学、学中做、做中学”。 （二）设计思路本课程是依据市场营销专业专家研讨形成的项目设计，其基本设计思路是：打破以往以介绍营销概念、原理、具体营销策略等知识传授为主要特征的传统教学模，转变成以企业具体的营销工作任务为中心组织课程内容；让学生在完成具 体营销项目的过程中，感受市场及市场定位的真谛，体会营销策略的运用规律，并在此基础上构建市场营销理论知识体系，有目的地训练营销技能。课程内容突出对学生职业能力的训练，以“认识市场营销活动”、“了解市场营销环境”、
国际营销14版期末复习资料
1. SRC is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions 2. Culture(1) is the sum of the "value, rituals, symbols, beliefs, and through processes that are learned and shared by a group of people ,then transmitted from generation to generation." (2) Is the human made part of human environment-the sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society. 3. Marketing research is traditionally defined as the systematic gathering ,recording ,and analyzing of data to provide information useful to marketing decision making. 4. Green marketing is term used to identify concern with the environmental consequence of a variety of marketing activities. 5. Distribution process includes the physical handling and distribution of goods ,the passage of ownership(title),and the buying and selling negotiation between producers and middlemen and between middlemen and customers. 6. Planning process is a systematized way of relating to the future. It is an attempt to manage the effects of external ,uncontrollable factors on the firm's strengths ,weaknesses , objectives ,and goals ,toattain a desired end. 7. International marketing is 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. 1、What are the four distinguished features of Japanese distribution ? (1) a structure dominated by many small middlemen dealing with many small retailers (2) channel control by manufactures (3) a business philosophy shaped a union culture (4) laws that protect the foundation of the system—the small retailer. 2、What are the five characteristics of a product innovation? (1) relative advantage (the perceived marginal value of the new product relative to the old ) (2) compatibility (its compatibility with acceptable behavior ,norms ,values) (3) Complexity (the degree of complexity associated with product use) (4) Trialability (the degree of economic and/or social risk associated with product use) (5) Observability (the ease with which the product benefits can be communicated ) 3、Discuss the stages of the research process 9、What are the six steps for marketing research process (1) Defining the research problem and establish research objectives (2) Determine the source of information to fulfill the research objectives (3) Consider the costs and benefits of the research effort (4) Gather the relevant data from secondary or primary sources, or both (5) Analyse,interpret and summarize the results (6) Effectively communicate the result to decision makers 4、What's the guiding steps of a company in international advertising ? (1) Perform marketing research (2) Specify the goals of the communication (3) Develop the most effective message(s) for the market segments selected (4) Select effective media (5) Compose and secure a budget (6) Execute the campaign, and (7) Evaluate the campaign relative to the goals specified 5、What is the task of the international market researcher? How is it complicated by the foreign environment ? Task: a marketer must find the most accurate and reliable data possible within the limits imposedby time, cost, and present state of the art to marketing decision making. Complicated: (1) Information must be communicated across cultural boundaries. (2) The environments in which research tools are applied are often different in foreign markets. Within a foreign environment, the frequently differing emphases on the kinds of information needed, the often limited variety of appropriate tools and techniques available, and the difficulty of implementing the research process constitute the challenges facing most international marketing researchers.
市场营销调研期末试卷
武汉大学经济与管理学院高等教育(网络) ________ — _______ 学年第_____ 学期考试试卷(A卷) 课程名称: ______________________ (限120分钟) 教师签名： ________________ 站名: __________________ 专业：______________________________ 层次：____________ 姓名: __________________ 学号：____________________________ 年级：__________ 考分：_____________ 说明：1、答题书写在空栏或专用答题纸上，其他任何答题无效。 2、学号、姓名等项目填写不规范、不准确，一律视为废卷，不计成绩。................................... .虚线以上为试卷卷头 .............................................. 名词解释(6' 5 = 30') 1、营销调研 2、二手资料 3、系统抽样 4、里克特量表 5、投影技法简答题(10' 3= 30') 1、抽样调查的程序 2、问卷设计六原则 3、实验法的优缺点论述题(20'X 1= 20') 介绍观察法案例分析(20'X 1 = 20') 随着人们经济条件的改善和生活水平的提高，电脑已成为一种普通的消费品。在高校内，拥有电脑的学生数量不断增加。为了了解武汉两所高校电脑使用市场情况，某公司计划对这两所高校内进行一次专项市场调研。通过此次调研，旨在掌握高校内电脑市场整体情况，分析本公司电脑市场前景，因此调研的目的在于： 第一，了解高校内电脑市场的竞争格局，为该公司扩展学生市场提供科学依据； 第二，研究电脑用户消费行为特点及对电脑服务质量及功能的满意度； 第三，了解用户对各种广告宣传形式的认可程度，为其广告策划提供依据。 根据以上案例材料，回答如下问题： 1、你认为本次调研的对象是什么？ 2、本次调研可以采用什么样的调查方法？分别调查哪些放方面的内容？ 3、在本次研究中可以使用什么样的抽样框？ 4、在选择的抽样框中，可以采用什么方法进行简单随机抽样？ 5、在本项目中，可以依据哪些因素进行配额抽样？假如样本量确定为200各，列出配额表。 最新范本，供参考! 【本文档内容可以自由复制内容或自由编辑修改内容期待你的好评和关注，们将会做得更好】
国际市场营销学名词解释和简答题答案
国际市场营销学期末复习题 题型：1、判断题10*1=10 2、单选题10*1=10 3、多选题10*2=20 4、名词解释5*3=15 5、问答题6*6=36 6、案例分析题1*9=9 一、单项选择题 1、一个国家生活必需品的市场潜量主要取决于（ A ）。 A、人口的规模 B、人口的分布 C、人口的增长率 D、人口的结构 2、国际文化环境中最敏感的因素是（ B ）。 A、语言 B、宗教 C、教育水平 D、社会组织 3、高科技产品的营销对下列哪个文化因素比较敏感（ C ）？ A、语言 B、宗教 C、教育水平 D、物质要素 4、下列行为中不属于政治干预的是（ B ）。 A．没收、征用和国有化 B．外汇管制 C．政治冲突 D．本国化 5、国际商业纠纷的解决途径有（ B ） A.友好协商、谈判和诉讼 B.友好协商、诉讼和仲裁 C.友好协商、谈判和仲裁 D.诉讼、审判、仲裁 6、东道国的“号召人民只买国货；反对进口；反对外国投资”等观念和行为是（ A ）的表现。 A、民族主义 B、政局不稳定 C、文化分裂 D、经济主义 7、“宝洁公司设计了九种品牌的洗衣粉、八种品牌的洗发水”是消费者市场下列哪个特点的体现？（ A ） A、消费需求复杂 B、购买批量小 C、消费需求的流动性 D、非专家购买 8、根据美国对社会阶层的研究，（ B ）是私人别墅、游艇、游泳池、及名牌轿车的主要消费群体，是各阶层中购买力最强的。 A、上上层 B、上下层 C、中上层 D、中下层 9、下列商品中较适宜采用无差异策略的是（ B ）。 A．服装 B．粮食 C．鞋类 D．化妆品 10、把国际市场分成北美、拉美、非洲、亚洲、中东、欧洲等几大市场的细分方法是（A ）A．地理细分 B．行为细分 C．人口细分 D．心理细分 11、细分市场是由类似的（ C ）组成的。 A．产品 B．行业 C．消费者群体 D．企业 12、有利于了解和掌握不同国家在市场容量、消费水平、需求及竞争方面的不同特点的世界市场分类方法，属于（ B ） A.按照地理位置分类 B.按照经济发展水平分类 C.按照经济联盟分类 D.按照商品类别分类 13、最初级的国际市场进入模式是（ B ）。 A、直接出口 B、间接出口 C、契约进入 D、投资进入 14、最高级的国际市场进入模式是（ D ）。 A、直接出口 B、间接出口 C、契约进入 D、投资进入
市场营销课程标准
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市场营销学期末复习试题及参考答案
市场营销学期末复习试 题及参考答案 Company number：【WTUT-WT88Y-W8BBGB-BWYTT-19998】
市场营销学期末复习试题及参考答案一、单项选择题 1.市场营销学产生于( B ) A十九世纪末 B二十世纪 C二战末期 D本世纪 五十年代 2.企业只推出单一产品，运用单一的市场营销组合，力 求在一定程度上适合尽可能多的顾客的需求，这种战略是( A ) A 无差异市场营销战略 B密集市场营销战略 C差异市场营销战 略 D集中市场营销战略 3.企业在调整业务投资组合时，对某 些问号类业务单位，欲使其转入明星类单位，宜采取哪种战略( C ) A保持 B收割 C发展增大 D放弃 4.机会水平和威胁水平均很高的企业业务属于( C ) A理想业务 B困难业务 C冒险业务 D成熟业务 5.按马斯洛的需要层次论，最高层次的需要是( C ) A 生理需要 B安全需要 C自我实现需要 D社会需要 6.产业购买 者往往这样选择供应商：你买我的产品，我也买你的产品，这种 习惯做法称为( D ) A直接购买 B冲动购买 C往返购买 D互惠购买 7.指出下列哪种市场是不可扩张市场( D ) A儿童玩具市场 B家用电器市场 C烟草市场 D食盐市场 8.创新产品同原有 产品只有细微差别，对消费模式的影响也十分有限，这种创新属 于( A ) A连续创新 B非连续创新 C动态创新 D动态连续创新9.中国服装设计师李艳萍设计的女士服装以典雅、高贵享誉中外，在国际市场上，一件“李艳萍”牌中式旗袍售价高达1千美元，这 种定价策略属于( A ) A声望定价 B基点定价 C招徕定价 D需求导向定价 10.同一层次的多个企业为了争夺同一目标市场的 销售而进行的竞争称为( C ) A水平渠道冲突 B垂直渠道冲突 C水平渠道竞争 D渠道系统竞争 11.不同广告媒体所需成醒有差别的，其中最昂贵的是( B ) A报纸 B电视 C广播 D杂志 12.以向企业管理人员提供有关销售、成本、存货、现金流程、应收 账款等各种反映企业经或现状信息为其主要工作任务的系统，是 市场营销信息系统中的( D ) A市场营销情报系统 B市场营销 研究系统 C市场营销分析系统 D内部报告系统 13.在国际市场营销中，能最大限度刺激销售人员积极性的激励方法是(B) A固定薪金加奖励 B佣金制 C浮动工资 D固定工资 14.在影响服务定 价的成本要素中，职员加班费属于(D) A固定成本 B准固定成本
市场营销调研期末试卷
武汉大学经济与管理学院高等教育(网络) —学年第学期考试试卷（ A 卷） 课程名称：（限120分钟）教师签名： 站名：专业：层次： 姓名：学号：年级：考分： 说明：1、答题书写在空栏或专用答题纸上，其他任何答题无效。 2、学号、姓名等项目填写不规范、不准确，一律视为废卷，不计成绩。…………………………………………….虚线以上为试卷卷头…………………………………………………… 名词解释（6’×5＝30’） 1、营销调研 2、二手资料 3、系统抽样 4、里克特量表 5、投影技法 简答题（10’×3＝30’） 1、抽样调查的程序 2、问卷设计六原则 3、实验法的优缺点 论述题（20’×1＝20’） 介绍观察法 案例分析（20’×1＝20’） 随着人们经济条件的改善和生活水平的提高，电脑已成为一种普通的消费品。在高校内，拥有电脑的学生数量不断增加。为了了解武汉两所高校电脑使用市场情况，某公司计划对这两所高校内进行一次专项市场调研。通过此次调研，旨在掌握高校内电脑市场整体情况，分析本公司电脑市场前景，因此调研的目的在于： 第一，了解高校内电脑市场的竞争格局，为该公司扩展学生市场提供科学依据； 第二，研究电脑用户消费行为特点及对电脑服务质量及功能的满意度； 第三，了解用户对各种广告宣传形式的认可程度，为其广告策划提供依据。 根据以上案例材料，回答如下问题： 1、你认为本次调研的对象是什么？ 2、本次调研可以采用什么样的调查方法？分别调查哪些放方面的内容？ 3、在本次研究中可以使用什么样的抽样框？ 4、在选择的抽样框中，可以采用什么方法进行简单随机抽样？ 5、在本项目中，可以依据哪些因素进行配额抽样？假如样本量确定为200各，列出配额表。
国际市场营销学期末考试题库完整
国际市场营销学期末考试试题库 一、单项选择题 1、国际贸易和国际营销在以下哪个环节是不同的（） A、定价 B、利润 C、购销 D、促 销2、推动企业营销观念变化的根本原因是（） A、消费需求的变化 B、竞争状况的变件 C、社会生产力水平的提高 D、消费观念的变 件3．奉行全球化战略的企业在营销策略的使用上（） A、既重视国外市场又重视国内市场 B、重视各国市场的差异 C、按国别组织营销活动 D、更强调一体 化4、属于国际市场营销策略组合4PS 中的策略是（） A、国际产品策略 B、国际公共关系 C、国际市场探查 D、国际广告策 略5、下列观点体现了现代市场营销观念（） A、“酒香不怕巷子深” B、“帮助客户成功就是成功你自己” C、 “己所不欲不施与人”D、“营销就是推销产品” 参考答案： 1、 C 2、 C 3、 D 4、 A 5、 B 一、单项选择题 1、下列行为中不属于政治干预的是（） A、没收、征用和国有化 B、外汇管制 C、政治冲突 D、本国 化2、国际商业纠纷的解决途径有（） A、友好协商、谈判和诉讼 B、友好协商、诉讼和仲裁 C、友好协商、谈判和仲裁 D、诉讼、审判、仲裁 3、东道国的“号召人民只买国货；反对进口；反对外国投资”等观念和行为是（）的表现。 A、民族主义 B、政局不稳定 C、文化分裂 D、经济主义 4、外国雇员限制、税收政策限制、地方含量法规等属于政治风险中的（） A、政局不稳定风险 B、所有权风险 C、经营风险 D、转移风险 5、由于教育水平的差异，导致各国居民对（） A、同一消费品偏好相同 B、同一消费品偏好不同 C、任何产品接受程度不同 D、产品接受程
跨境电商课程标准
电子商务专业 《跨境电商》课程标准 撰稿人： 审稿人： 审批人： 《跨境电商务》课程标准 课程编码：070585 课程性质：专业课 学分：4 计划学时：64 适用专业：电子商务 1．前言 课程定位 《跨境电商》是高等职业院校电子商务专业的专业课，主要面向网络销售岗位，为跨境网络销售提供必要的知识技能储备。 通过本门课程的学习，学生能熟知跨境电子商务的基本概念和政策，遵守跨境第三方操作平台规则，能够进行跨境电商基本工作流程的操作。 本课程设置在第四个学期，前导课程主要有网络营销、网店运营与管理、电子商务网站建设、进出口贸易实务等，这些课程为跨境电商课程的开设提供了必要的技术和理论基础，而《跨境电商》是对前面所学知识的融合、应用和升华，并为后续顶岗实习的顺利展开，提供知识技能储备。 课程设计思路 本课程设计遵循以职业能力培养为核心，围绕如何运营第三方电子商务平台，以网络销售岗位为学习角色，以电子商务平台操作为知识载体，采用“教、学、做”一体的教学模式，结合任务驱动为主的多种教学方法，培养学生利用电子商务平台开发国际客户的能力和技巧。 课程设置的依据：①电子商务行业、企业调研；②电子商务专业人才培养方案；③网络销售岗位的实际需求。课程内容的确定主要依据面向跨境的网络销售岗位设置工作
任务目标。 课程的项目编排基于网络销售工作过程，结合学生智能特点，遵循先易后难的原则。 活动设计的目的在于有效组织课堂，充分利用灵活多样的教学方法和教学手段，激发学生的学习积极性与能动性，做中学、学中做，真正体现教师为主导、学生为主体的职业教育特点。 本课程总计64学时。其中，理论32学时、实践32学时。 2．课程目标 总体目标 通过本门课程的学习，学生能熟知跨境电子商务的基本概念和政策，遵守跨境第三方操作平台规则，进行跨境电商基本工作流程的操作，具备跨境店铺运营管理、客服服务和电商操作技术等业务能力。 具体目标 （1）识记跨境第三方操作平台规则； （2）熟知跨境电商操作基本工作流程； （3）识记跨境电商平台进行选品的技巧； （4）熟知不同的国际物流方式的运费计算方法； （5）熟知国际支付宝Escrow优势、交易流程及支付方式； （6）熟知P4P的规则、广告模式、价值和优势； （7）熟知速卖通纠纷规则。 能力目标 （1）能顺利开通跨境电商店铺账号； （2）能熟练设计跨境物流方案、合理选择跨境物流方式； （3）能深入调研海外市场跨境电商发展情况、形成可供企业采纳的调研报告； （4）能独立完成跨境电商选品及产品的信息化工作； （5）能合理设置跨境电商产品价格、完成产品刊登和发布； （6）能制定跨境产品和店铺优化方案、通过合适的方法和渠道在平台内外进行推广；（7）能及时处理订单、提升客户体验感和满意度； （8）能及时处理争议订单，维护老客户、开发新客。 （1）具备跨境电商运营的基本职业道德； （2）对境外客户有一定了解，并能包容、合理应对各种买方行为。
国际营销期末复习Short Answer
Short Answer: 1. Describe three types of ownership in foreign direct investing? A corporation’s ownership choice can range from 100 percent ownership to a minority interest. Full ownership is to have 100 percent ownership. However, a major concern is the fairness of profit repatriation. Another type of ownership is joint venture, which is a collaboration of two or more organizations for more than a transitory period. The partners share assets, risks, and profits, though equality of partners is not necessary. Lastly is strategic alliance. This is an arrangement between two or more companies with a common business objective. The great advantage of strategic alliances is their ongoing flexibility, since they can be formed, adjusted, and dissolved rapidly in response to changing conditions. 2. What is the difference between proactive and reactive motivators that spur a company to go international? Proactive motivations represent stimuli to attempt strategic change. Reactive motivations influence firms that respond to environmental shifts by changing their activities overtime. In other words proactive firms go international because they want to while reactive ones go international because they have to. 3. Is any product ever the same everywhere it is sold? Products are not the same everywhere they are sold. Even if the physical product is the same the differences in customer perceptions change the positioning of the product as a complete cluster of value perceptions. Differences in perception occur as a result of cultural factors such as the impact of colors of the packaging and country-of-origin effects and differences in promotion advertising and distribution. The availability of service and warranties also make products different. 4. Explain how counterfeiting has become a problem in foreign markets.. Counterfeiting problems occur in three ways and depending on the origin of the product and where they are marketed require different courses of action. Enforcement has been problematic because of the lack of adequate personnel and the increasingly high-tech character of the products. The theft of intellectual property is a critical problem for many industries and countries accelerating with the pace of market globalization. Governments have long argued about intellectual property protection but the lack of results in some parts of the world has forced companies themselves to take action on this front. 5. Briefly named 4 elements of Products 1. Core product- Product or service in its simplest generic state other tangible and augmented features may be added to distinguish a core product or service from its competitors. 2. Tangible product- Brand name Packaging Aesthetics Quality 3. Intangible product- Country-of-Origin positioning 4. Augmented product- Elements added to a core product or service that serve to distinguish it from competing products of services. Such as installation after sale service warranty delivery and credit.