市场营销英文题

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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、。

科特勒市场营销题库chapter 1

Principles of Marketing, 16e (Kotler)Chapter 1 Marketing: Creating Customer Value and Engagement1) Which of the following is NOT an accurate description of modern marketing?A) Marketing is the creation of value for customers.B) Marketing involves managing profitable customer relationships.C) Marketing emphasizes selling and advertising exclusively.D) Marketing involves satisfying customers' needs.E) Marketing is building value-laden exchange relationships with customers.Answer: CAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate2) According to management guru Peter Drucker, "The aim of marketing is to ________."A) maximize profits of the companyB) emphasize customer wants and not customer needsC) make selling unnecessaryD) fulfill unrealistic customer expectationsE) sell productsAnswer: CSkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Easy3) Marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through ________.A) research and developmentB) innovation and creativityC) manufacturing efficienciesD) value creation and exchangeE) sales and revenue creationAnswer: DAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate4) According to the five-step model of the marketing process, which of the following is the final step in creating value for customers?A) designing a customer-driven marketing strategyB) understanding the marketplace and customer needsC) constructing an integrated marketing program that delivers superior valueD) building profitable relationships and creating customer delightE) capturing value from customers to create profit and customer equityAnswer: DSkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate5) According to the five-step model of the marketing process, a company should ________ before designing a customer-driven marketing strategy.A) determine how to deliver superior value to customersB) build profitable relationships with customersC) use customer relationship management to create full partnerships with key customersD) understand the marketplace and customer needs and wantsE) construct an integrated marketing programAnswer: DSkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate6) Marketing is managing profitable customer relationships.Answer: TRUESkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Easy7) ________ are human needs that are shaped by culture and individual personality.A) NecessitiesB) WantsC) DemandsD) ValuesE) ExchangesAnswer: BSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy8) When backed by buying power, wants become ________.A) social needsB) demandsC) physical needsD) self-esteem needsE) exchangesAnswer: BSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy9) Greg Williams now has the buying power to purchase the desktop computer that he has wanted for the last six months. Greg's want now has become a(n) ________.A) needB) necessityC) demandD) exchangeE) transactionAnswer: CAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate10) A ________ is some combination of products, services, information, or experiences provided to consumers to satisfy a need or want.A) market offeringB) value propositionC) brand positioningD) market segmentE) market mixAnswer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy11) Which of the following terms refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs?A) vendor lock-inB) social loafingC) value propositionD) marketing myopiaE) conspicuous consumptionAnswer: DAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate12) When marketers set low expectations for a market offering, they run the risk of ________.A) disappointing loyal customersB) having to use an outside-in rather than an inside-out perspectiveC) failing to attract enough customersD) failing to understand their customers' needsE) incorrectly identifying a target marketAnswer: CSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy13) ________ is the act of obtaining a desired object from someone by offering something in return.A) ValuationB) ExchangeC) Market offeringD) ConfiscationE) DonationAnswer: BSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy14) A(n) ________ is the set of actual and potential buyers of a product or service.A) marketB) control groupC) subsidiaryD) focus groupE) audienceAnswer: ASkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy15) Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.A) positioningB) marketingC) outsourcingD) productionE) logisticsAnswer: BSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: EasyRefer to the scenario below to answer the following question(s).Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a cliff overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during summer, but then faced a tremendous downturn in business during winter. "But, given the established industries in the nearby towns, very little year-round competition, and our close proximity to Portland," Carol added, "I couldn't understand why seasonality had to hit Seagull Terrace so hard!"So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol's plan also involved a seasonal promotional gimmick—to be implemented from early winter to late spring—that would attract the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers—both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals."We still have a long way to go," Carol admitted. "Our delicatessen offers entrees that are a part of the local cuisine, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Carol then added, "Actually there are so many possibilities. With an indoor pool area, I will eventually offer weekend getaways throughout winter."16) Seagull Terrace offers its customers good accommodations, local delicacies, and amazing seaside views. The overall experience provided at the motel is a part of its ________.A) market offeringB) target marketC) market segmentD) product positioningE) marketing mixAnswer: AAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Challenging17) Human needs are shaped by culture and individual personality.Answer: FALSESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy18) The difference between human needs and wants is that needs are not created by marketers. Answer: TRUESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate19) When backed by buying power, needs become wants.Answer: FALSESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy20) Market offerings are limited to physical products.Answer: FALSESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy21) An experience such as a vacation can be defined as a market offering.Answer: TRUESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy22) When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia.Answer: FALSESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate23) A market is the set of actual and potential buyers of a product or service.Answer: TRUESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy24) What should sellers consider if they wish to avoid marketing myopia?Answer: Sellers should consider the particular benefits and experiences desired by their customers, and not just pay attention to the specific products they offer.AACSB: Application of knowledgeSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy25) You are a manufacturer of tents, sleeping bags, and outdoor cooking equipment. How might you go about creating brand experiences for your customers?Answer: Such manufacturers should focus on the benefits enjoyed through the use of their products, such as arrangements to visit great outdoor locations, chances for customers to enjoy with their families, and relive their memories of camping trips.AACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Challenging26) How do suppliers help companies like Walmart maintain consistently low prices? Answer: Walmart has been able to maintain its promise of providing low prices to its customers only because of its suppliers who provide merchandise at low costs. Walmart has developed and managed relationships with its suppliers.AACSB: Application of knowledgeSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate27) Briefly compare and contrast the concepts of needs, wants, and demands and provide examples to illustrate your answer. How do these three concepts relate to marketing practices? Answer: Human needs are states of felt deprivation. Needs are a basic part of the human makeup; they are not created by marketers. Humans have a basic physical need for food, clothing, warmth, and safety; a basic social need for belonging and affection; and a basic individual need for knowledge and self-expression. Wants are needs shaped by culture, society, and individual personality. For example, an American needs food but wants a Big Mac and a soft drink. Wants become demands when they are backed by consumers' buying power. For example, an American with ten dollars needs food, wants a Big Mac and soft drink, and demands lunch at McDonald's. Marketers conduct extensive research to understand customers' wants and demands. They then attempt to fulfill customers' wants and demands through their market offerings.AACSB: Written and oral communicationSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate28) Explain how and why marketers go beyond selling a product or service to create brand experiences.Answer: Sellers are most effective when they focus more on the benefits and experiences produced by their products and services than on the specific products and services themselves. Smart marketers focus on creating a brand experience, incorporating several products and services for their customers. By doing so, marketers hope to increase customer satisfaction. Satisfied customers buy again and tell others about their good experiences.AACSB: Written and oral communicationSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate29) The art and science of choosing target markets and building profitable relationships with them is called ________.A) marketing managementB) positioningC) marketing mixD) market offeringE) differentiationAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy30) Selecting which segments of a population to serve is called ________.A) market segmentationB) positioningC) customizationD) target marketingE) differentiationAnswer: DSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy31) Cathy's Clothes is a small yet successful retail chain that sells women's clothing and accessories with a focus on buyers who have relatively modest means. For this specific purpose, the firm has rolled out several marketing initiatives aimed at women of a specific demographic. This is an example of ________.A) ambush marketingB) social marketingC) societal marketingD) target marketingE) cause marketingAnswer: DAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Challenging32) An organic farmer has identified three distinct groups that might be interested in his products: vegetarians, health-conscious individuals, and people identified as trendsetters who try out new products in the market before others. These three groups are examples of ________.A) marketing mixesB) market segmentsC) value propositionsD) market offeringsE) marketing intermediariesAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Challenging33) Which of the following refers to a set of benefits that a company promises to deliver to customers to satisfy their needs?A) customer lock-inB) a cartelC) marketing mixD) value propositionE) market segmentationAnswer: DAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy34) Which of the following customer questions is answered by a company's value proposition?A) "Why should I buy your brand rather than a competitor's?"B) "What is your company's estimated customer equity?"C) "What are the costs involved in the production of your brand?"D) "What is the budget allocated by your company for research and development?"E) "What is the financial stability of your company?"Answer: AAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate35) Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain?A) production conceptB) product conceptC) selling conceptD) marketing conceptE) societal marketing conceptAnswer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy36) Which of the following marketing management concepts is most likely to lead to marketing myopia?A) customer-driven marketing conceptB) customer-driving marketing conceptC) societal marketing conceptD) marketing conceptE) product conceptAnswer: EAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy37) Which of the following statements is true of the production concept?A) It considers customer focus and value to be the paths to sales and profits.B) It follows the customer-centered sense-and-respond philosophy.C) It takes an outside-in perspective.D) It calls for sustainable marketing.E) It leads to companies focusing too narrowly on their own operations.Answer: ESkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate38) The ________ concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality, performance, and innovative features.A) productB) productionC) societal marketingD) marketingE) sellingAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy39) Which of the following is the aim of the product concept?A) improve the marketing of a firm's best productsB) market only those products with high customer appealC) focus on the target market and make products that meet those customers' demandsD) focus on making continuous product improvementsE) ensure that product promotion has the highest priorityAnswer: DAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate40) Henry Ford's philosophy was to perfect the Model T so that its cost could be reduced further for increased consumer affordability. This reflects the ________ concept.A) productB) productionC) sellingD) marketingE) societal marketingAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Challenging41) Railroads were once operated based on the thinking that users wanted trains that would offer the most in quality, performance, and innovative features. The railroad managing companies overlooked the fact that there could be other modes of transportation. This reflects the ________ concept.A) productB) productionC) sellingD) marketingE) societal marketingAnswer: AAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Challenging42) Which of the following statements is true of the selling concept?A) It requires minimum promotion efforts.B) It creates long-term, profitable customer relationships.C) It takes an outside-in perspective.D) It is typically practiced with unsought goods.E) It follows the customer-centered sense-and-respond philosophy.Answer: DAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate43) Which of the following marketing orientations calls for aggressive promotional efforts and focuses on creating transactions rather than long-term customer relationships?A) the marketing conceptB) the production conceptC) the product conceptD) the selling conceptE) the societal marketing conceptAnswer: DAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy44) Jolene's firm markets preplanning services for a mortician. She finds that most of her target market avoids discussing future funeral needs. She convinces people to invest in the firm's services through her large-scale promotional efforts. Jolene's firm most likely practices the________.A) production conceptB) marketing conceptC) selling conceptD) product conceptE) societal marketing conceptAnswer: CAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Challenging45) The selling concept is typically practiced ________.A) to balance consumers' wants, company's requirements, and the society's long-run interestsB) with products that offer the most in terms of quality, performance, and innovative featuresC) when the company focuses on building long-term customer relationshipsD) with goods that buyers normally do not think of buyingE) by customer-driven companiesAnswer: DAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate46) Which of the following marketing orientations holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do?A) the product conceptB) the production conceptC) the selling conceptD) the marketing conceptE) the societal marketing conceptAnswer: DAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy47) Which of the following uses a customer-centered "sense-and-respond" philosophy rather than a product-centered "make-and-sell" philosophy?A) market segmentationB) the production conceptC) the marketing conceptD) the inside-out perspectiveE) marketing myopiaAnswer: CAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy48) A firm that uses the selling concept takes a(n) ________ approach.A) outside-inB) niche marketingC) inside-outD) societal marketingE) customer-drivenAnswer: CAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy49) The marketing concept takes a(n) ________. It starts with a well-defined market, focuses on customer needs, and integrates all the marketing activities that affect customers.A) outside-in perspectiveB) product-centered make-and-sell philosophyC) inside-out perspectiveD) consumer-generated marketing approachE) telling-and-selling approachAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy50) Which of the following is a characteristic of customer-driven marketing?A) Companies understand customer needs even better than customers themselves do.B) Customers are unaware of their needs.C) Products are created that meet both existing and latent needs, now and in the future.D) Customers know what they want.E) Customers don't know what is possible.Answer: DAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate51) ________ marketing is practiced by an organization that understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future needs.A) Customer-drivenB) Customer-drivingC) AffinityD) SocietalE) AmbushAnswer: BAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy。

营销英语考试

1、市场细分：一个大的市场中一群独特的顾客A market segment is a distinct group of customers within a large market2、市场营销：为满足人们的需要、欲望、而组织市场进行交换的活动3、顾客价值：目标购买者能得到的所有利益的独特组合Customer value is the unique combination of benefits received by target buyers 4、生产观念核心思想就是凡是产品都能卖出去，因此生产观念关注的是生产而不是营销The central notion of the production concept is that products will sell themselves, so the major concern of business firms is production, not marketing5、使命：实际而具体的，并且反映市场环境的需要Missing：realistic and specific, and fit the market environment6、市场开发：将现有的产品介绍到新的细分市场的成长战略Market development is a growth strategy that introduces existing product to new market segment7、公司企业文化:公认的管理态度、价值、信念A company’s corporate culture : shared management attitudes、values、beliefs8、企业想要成功就必须要比他的竞争者提供更高的顾客价值、满意度To be successful, a company must provide greater customer value and satisfaction than its competitors9、文化包含在一群类似的人中间代代相传的理念态度Culture incorporates the set of values, ideas ,and attitudes of a homogeneous group of people that are transmitted from one generation to the next.10、了解目标市场的购买行为，是营销经理们的主要任务Understanding the buying behavior of the target market is the essential task of marketing managers11、文化决定人们的愿望，行为的最根本因素Culture is the most fundamental determinant of a person’s wants and behavior12、人们在一生中不断改变他们对产品和服务的选择People change the goods and services they buy over their lifetime.13、一个人的职业也会影响他对产品和服务的购买A person ’s consumption pattern is also influenced by his or her occupation14、在美国政府市场由联邦政府、州、县地方政府构成Government markets in America are made up of federal, state, county, and local governments 15、组织机构采购者比个人消费者下的订单要大很多Organizational buyers tend to place larger orders than consumers do.16、企业要想取得成功，必须要比原来更加迅速的开发销售新型产品To be successful, companies must develop and market new products more quickly than ever before17、销售观念：从工厂出发的，专注于公司现有的产品18、包括制造商、包括最终消费者和至少一层中间商的分销渠道交间接分销19、市场由购买者组成，而购买者在某些方面或多或少存在差异Markets consist of buyers, and buyers differ in one or more ways20、市场可被组合为产品非用户，潜在用于，以前用户，首次用户和经常用户Market can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product21、市场还可以根据消费者忠诚进行细分A market can also be segmented by consumer loyalty.22、消费品是指最终消费者购买并用于个人消费的用品Consumer goods are those bought by final consumers for personal consumption23、营销商为其产品建立品牌，以便于竞争对手的产品区分开来Marketers brand their product to differentiate them from competitors .Maslow Theory of motivation: physiological needs, safety needs, social needs, esteem needs, and self-actualization needs、Three tools used in research are the marketing information system, decision support systems, and the research project.。

市场营销英语试题

一、 T r a n s l a t e t h e f o l l o w i n g p h r a s es i n t o C h i n e s e ( 1 5分)1． Distribution channel2． Marketing environment3． Target customer4． Natural resource5． Sustainable development6． Annual report7． Well-recognized8．Company’s image9． New alternative10． Target market11． Respondent12． Brand positioning13． Product origin14． Final consumer15． On-line shopping二、 Translate the words into English(15 分)1．市场细分2．检盘问卷3．年度收入4．生产线5．品牌忠诚度6．第一手数据7．周年特卖8．绿色营销9．销售时机10．主流购置者11．成本订价12．市场据有率13．实体产品14．销售促使15．公共关系三、 Translate the sentences into Chinese(40 分)1、 Advertising objectives should be realistic, precise, measurable and consistent withthe organization ’ s overall marketing objectives.2、 The core beliefs and values people hold in a given society are hard to change.3、 Marketing is a process of finding out the needs and wants of the market then designing products or services to satisfy these needs and wants.4、 The marketing environment refers to any outside factors and conditions related to themarketing activities of an organization.5、 Market research is the systematic collection,analysis and reporting of data to aid marketing decision making.6、 The segments you choose to serve are your Target Markets.7、Ｇ reen marketing consists of all activities designed to generate and facilitate any exchange intended to satisfy human needs and wants..8、 Direct channel means that you sell your products or services directly to the final userswithout involving any wholesaler, retailer, broker or agent.四、 Choose the suitable words to complete the sentences and fill the word in the blank.(10 分 )order, cost, enquire, free, dimensions, charge, guarantee1.Good morning. I'm phoning to ____about your personal computers.2.You asked about the ___. They are meters wide, and...3.You're in our _ __ delivery area, so there'll be no extra __ for delivery.4.We ___ delivery within two weeks after you place an ___.5.It __ us $ to make one unit, but we only ___you $6.五、 Reading comprehension （20 分）The home computer industry has been growing rapidly in the United States for the lastten years. Computers used to be large, expensive machines that were very difficult to use.But scientists and technicians have been making them smaller and cheaper while at the same time they have been made easier to use. As a result, their popularity has been increasing as more people have been buying computers for their homes and businesses. Computers have been designed to store information and compute problems that are difficult for human beings to work out. Some have voices that speak with the operators. Stores use computers tokeep records of theinventories(库存货物 ) and to send bills to their customers. Offices usecomputers to copy letters, record business and keep in touch with other offices. Peoplehave been using computers in their homes to keep track of the money they spend.One important new use for computers is for entertainment . Many new games have been des igned to be played on the computers. People of all ages have been playing these games, People also have been buying home computers to play computer games, watch movies and listen to concerts at home. They have become very popular indeed.puters used to _____.A. work rapidlyB. be large and expensiveC. be easy to useD. be used for fun2.In recent years, computers are being made ______.A. larger and more expensiveB. smaller and cheaperC. more difficult to useD. to work more slowly3.Home computers can be used for ______.A.writing lettersB. playing gamesC. doing businessD. all of the above4.Salesmen use computers mainly to ______.A.check the list of goods and materials that are kept in the store houseB.play games for pleasureC.talk with their friendsD.write letters5.The best title for the passage would be _______.A. New Uses For ComputersB. The Popularity of Home ComputersC.The Home Computer Industry D. Computers At Home6、Please match the English words in Column A with its means in Column BＡＢpopularity compute records entertainment tracka diversion that holds the attentionthe quality of being widely admired or accepted or sought after a line or route along which something travels or movescalculateanything providing permanent evidence of or information about pastevents。

国际市场营销习题答案

Answer the foll owing questions based on your case study:1\ Describe the difference between ethnocentric【本国中心主义】, polycentric【多国中心主义】, regiocentric【地区中心】, and geocentric【全球中心】management orientations. 说明本国中心主义、多国中心主义、地区中心和全球中心的管理取向/经营方向的区别Ethnocentric：Home country is Superior, sees Similarities in foreign Countries Polycentric: Each host country Is Unique, sees differences In foreign countries Regiocentric: Sees similarities and differences in a worl d Region; is ethnocentric or polycentric in its view of the rest of the worldGeocentric:World view, sees Similarities and Differences in home And host countries2\ What are the basic reasons of gl obal marketing? What , in your view, what are the key reasons of your company? Briefly introduction your com pany’s gl obal marketing performance and result.。

2 什么是全球市场营销的根本原因？什么，在您看来，贵公司的关键原因是什么？简要介绍贵公司的全球市场的表现和结果。

市场营销原理题库1(ch1-ch4_with_answer) (2)

Ch1-Ch4Question PoolMULTIPLE CHOICE.Choose the one alternative that best completes the statement or answers the question.1)Marketin g seeks to create and manage profitable customer relationships by delivering ________to customers.1)_______A)superior promotionB)superior serviceC) competitive pricesD)superior valueE)product assortment2)You have learned at work that today's successful companies at all levels have one thing in common:they are strongly customer focused and heavily committed to________.2)_______A)marketingB)social responsibilityC)increasing wealth to stockholdersD)employee motivationE)obtaining the best CEOs3)The twofold goal of marketing is to attract new customers by promising superior value and to________.3)_______A)keep and grow current customers by delivering competitive pricingB)keep and grow current customers by delivering satisfactionC)keep and grow current customers by delivering friendly serviceD)keep and grow current customers by delivering vast product assortmentE)all of the above4)You have learned from experience as well as from this course that the m ost basicconcept underlying marketing is that of________. 4)_______A)human needsB)fulfilling consumer wantsC)customer satisfactionD)selling and advertisingE)retaining customers5)What do compani es call a set of benefits that they promise to consumers to satisfy their needs?5)_______A) marketing offerB)demand satisfactionC)value propositionD)evoked setE)need proposition6)We must learn a valuable lesson in marketing.Many sellers make the mistake of paying more attention to the specific products they offer than to the________ produced by those products.6)_______A)benefitsB)value satisfactionC) experiencesD)customer loyaltyE)benefits and experiences7)Marketin g consists of actions taken to build and maintain desirable________with target audiences involving a product,service,idea,or other object.7)_______exchange processesB)exchange privilegesC)exchange communicationD)exchange transactionsE)exchange relationships8)The federal governm ent finds it necessary at times to limit demand by reducing the number of customers or to shift their demand temporarily or permanently. Name the term for this type of action.8)_______A) integrationB) debuggingC) demarketingD)gray marketingE) deregulation9)The five alternati ve concepts under which organizations conduct their marketing activities include the production,________,selling,marketing,and societal marketing concepts.9)_______A) pricingB) promotionC) distributionD) productE) demarketing10)To practice the marketing concept,an organization must deliver the________better than competitors.10)______A) convenient packagingattractive pricesC)level of serviceD) advertising campaignE)desired satisfactions11)Now many companies are beginning to think of________interests as well as their own customers'needs.11)______A) competitors'B) society'sC) lenders'D) investors'E) stockholders'12)Compani es today face some new marketing realities that mean there are fewer customers to go around.Changing demographics,________,and overcapacity in many industries are great concerns.12)______A)slowing incomesB)higher unemploymentC)more sophisticated competitorsD)9/11E)increased technology13)Custome rs buy from stores and firms that offer the highest________.13)______A)customer perceived valueB)value for the dollarC)level of customer satisfactionD)both B and CE) company image14)Because customer s tend to act on perceived values,they often do not judge product values and costs________.14)______A)oftenB)reliablyC) accurately or objectivelyD) accuratelyE) objectively15)By supplyin g customers with special equipment or computer linkages that help them manage their orders,payroll,or inventory,a business marketer would be building customer relationships by adding________.15)______A)greater customer serviceB)structural tiesC)partnership marketingD)value-added servicesE)none of the above16)When your firm practices developing and maintaining a strategic fit between your organization's goals and capabilities,it is forming a(n)________.16)______A) operating planB)short-term purposeC)values statementD) strategic planE)mission statement17)Marketin g planning at your firm occurs at what levels?17)______A)business unit;product;marketB)business unit;marketC)business unit;productD)product;marketE)business unit;financial unit;market18)Your text pointed out that mission statements should be both________and spe cific.18)______A)unachievableB)realisticC)long termD)value ladenE)short term19)Successf ul organizations base their missions on their________.19)______A)strategic plansB)value propositionsC)long-term goalsD)values statementsE)distinctive competencies20)the collection of businesses and products that make up the company?What dowe call20)______A)business portfolioB) investment diversityC) departmentsD)needs inventoryE)none of the above21)The firm you work for has decided to use the Boston Consulting Group's(BCG's) approach to classify its business units.Upon what is the approach based?21)______A)most profitable unitsB)customer satisfactionC)customer retentionD)cost-benefitsE)growth-share matrix22)Now that your employer has classified his SBUs,the next step to take in using the BCG approach is to determine________.22)______A)the three-year budgetB)the profit centerC)the tactical planD)what role each will play in the futureE)none of the above23)Accordin g to your text,some companies are using all of the following in their strategic planning except one.Choose it.23)______A)cross-function al teams of managersB)suppliersC)customersD)company philosophyE)employee teams24)Which of the following explain(s)why a firm might want to abandon products?24)______A)The products may have become less profitable.B)The firm may have entered areas where it lacks experience.C)The firm may have grown too fast.D)The market environment might have changed.E)All of the above.25)A company 's value chain is successful when each department adds________for customers and________other departments.25)______A)satisfaction;coordinates withB)value;coordinates withC)value;shares budgets withD)efficiency;differentiates amongE)value;strengthens26)Generall y speaking,most companies today cannot profitably serve________.26)______A)all foreign marketsB)all consumers in a given market segmentC)all consumers in a given marketD)both A and CE)none of the above27)Banking,airline,and retailing services are properly termed________.27)______A) accessoriesB)service productsC)adjunct productsD)service encountersE) products28)A concern with the four Ps is that it takes the________view and not the________ view.28)______A) traditional;modernB)seller's;buyer'sC) broad;narrowD)buyer's;seller'sE) domestic;global29)A major tool for strategic control is a________,which is a comprehensive,systematic,independent,and periodic examination of a company's environment, objectives,strategies,and activities to determine problem areas andopportunities.29)______A)marketing auditB)marketing mix strategyC)business planD)marketing analysisE)marketing plan30)Which of the following is NOT true about mission statements?30)______A)They should be motivating.B)They should be realistic.C)They should be broad,generic statements.D)They should be based on distinctive competencies.E)They should fit the market environment.31)The most commercially influential demographic group in history is________.31)______A)baby boomersB)infantsC)generation YD)seniorsE)generation X32)All of the groups within a company are called the________.32)______A)diversityB)internal environmentC)cultureD)rangeE)climate33)Banks, credit compani es,insurance companies,and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as________.33)______A)physical distribution firmsB)wholesalersC)marketing service agenciesD)financial intermediariesE)resellers34)A consume r organization,environmental group,or minority group have challenged your firm's stand on a local issue.This is the________public.34)______A) generalB) localC) mediaD) citizen-actionE) government35)Defining people by their birth date may be less effective than segmenting them by their ________or________.35)______A)lifestyle;occupationB)income;occupationC)lifestyle;life stageD)gender;sexual preferenceE)occupation;life stage36)________households are now growing faster than________households.36)______A)Large;traditionalB)Traditional;nontraditionalC)Nontraditiona l;smallerD)Male-dominan t;female-dominantE)Nontraditiona l;traditional37)Within given regions,the population is moving from large cities to________.37)______foreign countriesB)farming communitiesC)coastal townsD)rural areasE)suburbs38)The________environment consists of factors that affect consumer purchasing power and spending patterns.38)______A)political-legalB)technologicalC)naturalD)social-culturalE)economic39)Find the group of expenses that use up most household income.39)______A)housing,insurance,taxesB)food,housing,transportationC)housing,taxes,transportationD)food,housing,retirement planningE)food,travel,electronics40)One ofthe majorconcerns for marketers about the natural environment is the________.40)______A)increases in recyclingB)offshore oil explorationC)shortages of raw materialsnumber of protestors against misuseE)none of the above41)As a marketer of pesticides,you should be concerned about all of the following natural environment trends mentioned in your text except________.41)______A)increased pollutionB)increased government interventionC)increased acid rainD)government subsidiesE)shortages of raw materials42)Which of the following represents the most dramatic force shaping a marketer's destiny?42)______A)partnership marketingB)technological environmentC)legal-political environmentD)deregulationE)natural environment43)The recent rash of business scandals and increased concerns about the environment have created fresh interest in the issues of________and________.43)______A)promotion;pricingB)finances;employee discriminationC)management ethics;insider tradingD)ethics;social responsibilityE)ethics;promotion responsibility44)Marketers must understand that a society's core beliefs and values have a highdegree of________.44)______A) persistenceB) ethnocentrismC) rigidityD) conformityE) similarity45)Marketer s can take________by taking aggressive action to affect the publics and forces in their marketing environments.45)______A)a relationship building perspectiveB)an environmental perspectiveC)a proactive stanceD)a natural perspectiveE)a natural management perspective46)Despite the data glut that marketing managers receive,they frequently complain that they lack________.46)______A)accurate and reliable informationB)timely informationC)quality informationD)valid informationE)enough information of the right kind47)Your firm has just developed its first successful MIS.It interacts with information users to assess information needs,develop needed information,________the marketing information,and help managers use it in their decisionmaking.47)______retrieveB) collectC) validateD) storeE) distribute48)Marketer s must weigh carefully the costs of additional information against the________ resulting from it.48)______A) costB) benefitsC) rewardsD) usesE) knowledge49)This systemat ic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful.What is it called?49)______A)marketing intelligenceB)Web MasterC)sales and sales managementD)marketing dataE)secondary data50)Which of the steps in the marketing research process has been left out:defining the problems and research objectives,implementing the research plan,and interpreting and reporting the findings?50)______A)developing the research budgetchoosing the research methodC)choosing the research agencyD)comparing and contrasting primary and secondary data E)developing the research plan51)The objective of________research is to gather preliminary information that will help define the problem and suggest hypotheses.51)______A)descriptive and exploratoryB)descriptiveC)causalD)correctiveE)exploratory52)The way to begin marketing research is to gather secondary data,which consists of information________.52)______A)that already exists somewhereB)that does not currently exist in an organized formC)that already exists somewhere,having been collected for another purpose D)that the researcher can obtain through surveys and observation E)used by competition53)This method of research can obtain information that people are unwilling or unable to provide.53)______A)focus groupsB)personal interviewsC)fax surveysD)questionnairesE)observation54)All of thefollowing are disadvantages of telephone interviewing except one.Which one?54)______A)interviewers tend to interpret answers similarlyB)introduces interviewer biasC)under time pressures some interviewers might cheatD)higher cost than mail questionnairesE)A and D55)Currentl y you find yourself involved in marketing research.The form you are using is flexible,allows explanation of difficult questions,and lends itself to showing products and advertisements.What is this form of research?55)______A)online interviewingB)mall interceptsC)vision phone interviewingD)personal interviewingE)none of the above56)Samplin g requires the answers to three questions.Choose the inappropriate one.56)______A)How many people should be surveyed(what sample size)?B)Who is to be sampled(what sampling unit)?C)How should the people be chosen(what sampling method)?D)Why should they be sampled(justification)?E)None of the above.57)Research ers interpret and report findings to their managers.What might be a typical problem the researcher might encounter when discussing the findings?57)______A)Managers may accept results that support their preconceived notions.B)Managers may interpret the findings differently.C)Managers may be biased.D)Managers may not believe the findings.E)All of the above.58)When manager s use small convenience samples such as asking customers what theythink or inviting a small group out to lunch to get reactions,they areusing________.58)______A)focus groupsB)informal surveysC) marketing intelligenceD) experimentsE) observation59)Choose the statement that is not a typical consumer reaction to intrusion on consumer privacy.59)______A)Marketers use this information to manipulate our buying.B)Marketers build huge databases full of personal information.C)Sophisticated researchers probe our deepest feelings.D)Marketers make too many products and services available蕌it's confusing.E)None of the above.60)Which of the following statements is NOT true regarding information collected by marketers?60)______A)Most managers do not need more information.B)Many managers are burdened by data overload.C)Managers lack information of the right kind.D)Managers have the right information and they have enough of it.E)Most managers need better information.TRUE/FALSE.Write'T'if the statement is true and'F'if the statement is false.61)A thorough definitio n of marketing tells us that it is a business and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.61)______62)The differenc e between human needs and wants is that needs are states of felt deprivation.62)______63)Custome r value in relation to a purchase depends on how well the product's performance lives up to the customer's expectations.63)______64)Marketin g management is interested in serving all customers in every way to remain competitive in today's markets.64)______65)The societal marketing concept questions whether the pure marketing conceptoverlooks possible conflicts between consumer short-run and long-runwelfare.65)______66)A smart company tries to delight customers by promising more than it can deliver and delivering more than it promises.66)______67)In order to build relationships with key customers,firms should add financial and social benefits to customer purchases.67)______68)The marketin g mix includes production,price,promotion,and packaging;this is known as the four Ps of marketing.68)______69)A company with many low-margin customers may seek to develop full partnerships with them;a company with few high-margin customers may seek to develop basic relationships with them.69)______70)With selective relationship management,companies use customer profitability analysis to eliminate losing customers and target winning ones.70)______71)When your organization is involved in the task of selecting an overall companystrategy for long-run survival and growth,it is conducting strategicplanning.71)______72)Mission statements should be realistic and general in nature.72)______73)The major activity in strategic planning is strategic business unit planning,whereby management evaluates the products and businesses makingupthecompany.73)______74)When an organizat ion identifies and develops new markets for its current products and services,it is engaged in market development.74)______75)When a firm finds products or businesses that no longer fit its overall strategy,it must carefully prune,harvest,or merge them.75)______76)In today's marketplace,competition takes place between individual competitorsrather than between the entire value-delivery networks created by thesecompetitors.76)______77)Market positioni ng is a strong strategy to develop.The company first identifies possible competitive advantages upon which to build the position.77)______78)A firmthatorganizes by specialist departments is called a divisional organization.78)______79)A marketin g audit is actually a thorough examination of a company's performance, problems areas,and opportunities.79)______80)Today's marketer s must be good at building relationships in order to connect effectively with customers,others in the company,and external partners.80)______81)The microenv ironment consists of larger societal forces that affect themicroenvironment,such as demographic,economic,political,andculturalforces.81)______82)Today's marketer s recognize the importance of working with their intermediaries aschannels through which they sell their products rather than as merepartners.82)______83)The reason the demographic environment is of major interest to marketers is because it involves people,and people make up markets.83)______84)The significa nt trends in the natural environment include shortages of raw materials, increased pollution,and decreased government intervention.84)______85)Significa nt reasons for business legislation to be enacted include protecting the interests of society,protecting consumers,and protecting companies from each other.85)______86)The differenc e in the cultural environment between core values and beliefs and secondary values and beliefs is that the former are more open to change.86)______87)Environ mental concerns have been on the decline in the past decade;more government legislation and the green movement may be the cause of this trend.87)______88)Most marketer s today believe they still lack a sufficient quantity of research data to make high-quality decisions.88)______89)Today, marketin g managers are viewing research information not only as an input for making internal decisions but also as an input for external partners.89)______90)You have just extracted sales and cost data used by the accounting department for preparing financial statements.Most likely,this information should be complete and in useable form to build an internal marketing database.90)______91)After carefully questioning your major suppliers and resellers,you ascertain they donot form important sources of intelligence information for marketingdecisionmaking.91)______92)Marketin g research is conducted to systematically design,collect,and report datadirectly relevant to a specific marketing situation facing theorganization.92)______93)Once the research problems and objectives have been defined,researchers must determine the exact information needed and present it to management.93)______94)Secondar y data provide good starting points and often help to define problems and research objectives,though most companies must also collect primarydata.94)______95)A single-so urce data system uses huge consumer panels and electronically monitors survey respondents'purchases and exposure to various marketing activities.95)______96)Ideally,a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population.96)______97)After conducti ng formal marketing research for your department,you make an oral presentation with notes to management.You are following normal marketing research steps.97)______98)Your manager asked you to go through three of your competitors'garbage bins to gather marketing intelligence from their discarded paperwork.One of them caught you in the act and has summoned you to court.The judge will most likely rule this to be an illegal activity and fine you and your company.98)______99)Marketer s all agree that questionnaires are the most common research instrument.99)______100)You want to calculate confidence limits for sampling error.It would be best to use nonprobability samples.100) _____1)D2)A3)B4)A5)C6)E7)E8)C9)D10)E 11)B12)C13)A14)C15)B16)D17)A18)B19)E20)A 21)E22)D23)E24)D25)B26)C27)B28)B29)A30)C 31)A32)B33)D34)D35)C36)E37)E38)E39)B40)C 41)D42)B43)D44)A45)C46)E47)E48)B49)A50)E 51)E52)C53)E54)A55)D56)D57)E58)B59)D60)D 61)FALSE62)TRUE63)FALSE64)FALSE65)TRUE66)FALSE67)TRUE68)FALSE69)FALSE70)TRUE71)TRUE72)FALSE73)FALSE74)TRUE75)FALSE76)FALSE77)TRUE78)FALSE79)TRUE80)TRUE81)FALSE82)FALSE83)TRUE84)FALSE85)TRUE86)FALSE87)FALSE88)FALSE89)TRUE90)FALSE91)FALSE92)FALSE93)FALSE94)TRUE95)TRUE96)TRUE97)FALSE98)FALSE99)TRUE100)FALSE。

市场营销英文版练习题multiple choice exercise

1. A Cash Cow is(a) a product which generates a significant amount of profit for a company.(b) a product with a high market share, and a high rate of growth.(c) a product with a low market share and a low rate of growth.(d) a product which generates a significant amount of money for a company.2. A product life cycle(a) shows how a products sales or profits, depending on the units used, may rise and fall over its life.(b) tells you how long a product will sell for and make a profit.(c) is divided into three stages.(d) shows how profitable a product will be.3. All of the following are roles of wholesalers , except(a) breaking bulk.(b) sharing the risk of new products with the manufacturer.(c) servicing the needs of small customers.(d) selling directly to consumers.4. The demand for a product varies with all of the following except(a) the income of prospective customers.(b) its price.(c) the costs of production.(d) The amount of successful advertising expenditure.5. The price elasticity of demand for a product tells you(a) how sensitive price is to changes in demand.(b) how sensitive the demand for a product is to changes in the products price.(c) How demand changes with changes in the prices of competitors goods.(d) how sensitive demand is to changes in the costs of production.6. Market share tells you(a) how well a firm is doing. （It can have a large share of a small, old market and be doing badly.）(b) how much power a firm has in a market.(c) how many firms there are in a particular market.(d) how big a market is.7. Market segmentation is done by firms for all of the following reasons, except(a) to increase market share.(b) to assist new product development.(c) so that they can develop multi-purpose advertising campaigns.(d) to extend products into new markets.8. In the marketing mix what is meant by the term 'place'?(a) The process of getting products to the places where customers can buy them.(b) Recognising that consumers change their tastes over a period of time.(c) The building-in of reliability to a product.(d) Launching a new product that extends the product range.9. The Boston Matrix is a visual presentation, or model, which(a) shows if a product is likely to be a success or not.(b) allows firms to classify their products according to their market share and the growth rate(c) The building-in of reliability to a product.(d) Launching a new product that extends the product range.10. A 'Star' is(a) A product with a high market share and a high rate of growth.(b) A product with a low market share and a low rate of growth.(c) A product with a high market share but a low rate of growth.(d) A product with a low market share but a high rate of growth.11. Market share can be measured by(a) counting the number of customers there are in a market, and for a particular firm within it.(b) comparing the sales value for a company with the total unit sales for the whole market.(c) comparing the sales value for a company with the total sales value for the whole market.(d) comparing the number of outlets a firm has with the total number of outlets within the market.12. All of the following are extension strategies for a product, except(a) finding new uses for the product.(b) encouraging more frequent use and purchase of the product.(c) developing new markets for the product.(d) repackaging the product.13. 'We should have referred to the Boston matrix exercise we carried out.' Who or what is the Boston Matrix?(a) A mathematical exercise that puts data into a series of boxes.(b) A management tool that allows firms to classify their products according to their market share and the growth of the industry.(c) The feedback that comes from a survey.(d) Research conducted by using publications that are available on a subject.14. Giving retailer an incentive to sell your product/service is the responsibility of which marketing mix?A. Promotion.B. Product.C. Price.D. Place.15. Public Relations is managed by which marketing mix?A. Product.B. Place.C. Promotion.D. Price.16. Which is the most likely marketing mix you would use if you wanted to increase your product’s market share?A. Place.B. Promotion.C. Pricing.D. Product.17. The stages of the product life cycle are______.A. Maturity, Saturation, Introduction, DeclineB. Beginning, Introduction, Growth, Maturity, DeclineC Introduction, Growth, Maturity, Decline D. Maturity, Saturation, Growth, Decline18. Positioning refers to______.A. how products are viewed on the shelfB. how consumers perceive the productC. your product compared to your competitorsD. how competitors perceive the product19. The ____ consists of all the forces close to a company that affect its ability to serve its customers.a. macroenvironmentb. organizational environmentc. microenvironmentd. marketing environment20. The difference between the values the customer gains from owning and using a product and the cost of obtaining the product is:a. customer satisfactionb. relationship marketingc. needs marketingd. customer value21. The most basic concept underlying marketing is:a. producing goods of high qualityb. developing distribution networksc. identification of consumer needsd. development of effective promotional programs22. ____ distribution is appropriate for low-cost, frequently-purchased items like soft drinks.a. Selectiveb. Exclusivec. Intensived. Pervasive23. Which of the following is NOT a part of the company’s macroenvironment?a. Natural forcesb. Economic forces d. Technological innovations d. Marketing intermediaries24. A business has a 75 percent share of a low-growth industry. According to the Boston Consulting Group growth-share matrix, such a business is a:a. dogb. cash cowc. stard. question mark25. The most fundamental level of a product is the ____.a. core benefitb. product unitc. augmented productd. total concept of the product26. According to the BCG growth-share matrix, which types of strategic business units often need heavy investment to finance their rapid growth?a. starsb. dogsc. question marksd. cash cows28. What is marketing?A. Setting up a market stall.B. Buying as many products as you can.C. Selling as many products as possible.D. Identifying and satisfying consumer needs and wants.29. Which magazine would you use to advertise a new weatherproof coat?A. Mountain BikerB. TV TimesC. Smash HitsD. Woman30. Identify the major components of the microenvironment.A. company, suppliers, intermediaries, customer markets, competitors, and political forcesB. company, suppliers, intermediaries, customer markets, competitors, and social forcesC. company, suppliers, intermediaries, customer markets, competitors, and cultural forcesD. company, suppliers, intermediaries, customer markets, competitors, and publics31. Design is a______.A. place decisionB. pricing decisionC. product decisionD. promotion decision32. Which one of the 4Ps is responsible for Direct Mail?A. Product.B. Price.C. Place.D. Promotion.33. All the following factors are contained in the economic environment EXCEPT___.A. the level of unemploymentB. distribution of wealth and incomeC. relations with other countriesD. balance of payments situation34. Jakubowski Farms Gourmet Bread Base is the brand name for a mix designed for use in bread machines. The mixes are sold in 2 pound. This is a description of the ____.A action planB market segmentation strategyC mission statementD marketing mixE target market35. A situation in which an increase or a decrease in price will not significantly affect demand for the product.A. Marketing PlanB. DiversificationC. Inelastic DemandD. Evaluation36. A philosophy that assumes that a sale does not depend on an aggressive sales force but rather on a customer's decision to purchase a product; it is synonymous with the marketing concept.A. Market OrientationB. Market ShareC. Sales PresentationD. Mass Customization37. Data previously collected for any purpose other than the one at hand.A. Primary dataB. Secondary dataC. SWOT analysisD. Internal data38 The most fundamental level of a product is the ___.A.core productB.product unitC.augmented productD.total concept of the product40 Professor Wang writes a lot. To have a personal computer will help him greatly. He tells one of his friends that he wants to buy one and is able to pay for it. According to marketing theory, he has expressed a ___.A.need for the productB.demand for the productC.desire for the productD.want for the product41 After the clothes dryer broke down for the third time while she was using it, Sally told her husband to purchase a new G.E. dryer to replace the broken machine. Her husband bought the dryer the next day. In this instance, the roles Sally played in the buying decision process were ___.A. influencer and deciderB. initiator and influencerC. initiator, influencer, decider and userD. initiator, influencer and user42. A company produced a kind of durable briefcase. But it didn’t sell well when it was put into the market. The company manager complained, “Our products can stand such wear and tear that even if they are dropped from the fourth floor high up, they will stay in shape. God knows why the sales are so low.” The manager held the ___.A. selling conceptB. production conceptC. marketing conceptD. product concept43. In an attempt to build a unique product image, increase profits and exercise an effective control over the middleman, the manufacturers of upscale women’s apparels and of new luxurious cars tend to take which of the following strategy of distribution width?A. intensive distributionB. selective distributionC. exclusive distributionD. comprehensive distribution44. Marketing is best understood as the process of ___.A. making a saleB. creating customer needsC. satisfying customer needs and wantsD. promoting products and servicesE. generating a profit45. A person’s want becomes a demand when his want is backed by ___.A. purchasing powerB. productsC. needsD. desireE. exchange mechanisms46. The ___ concept holds that all customers will favor those products offering the most quality performances and features, therefore, the organization should devote its energy to making continuous product improvements.A. productionB. productC. serviceD. marketingE. selling47. High growth, high share businesses or products appear in the Boston consulting growth-share matrix as ___.A. dogsB. cash cowsC. question marksD. stars48. Which of the following is not a component of a company’s microenvironment?A. marketing intermediariesB. customersC. competitorsD. economic environmentE. publics49. Organizations that buy goods and services for their production process in order to make profits are called ___ markets.A. resellerB. businessC. internationalD. governmentE. consumer50. After the sale, marketing communications providing evidence and support to help consumers feel good about their brand choice is especially appropriate under which of the following situation?A. dissonance-reducing behaviorB. habitual buying behaviorC. complex buying behaviorD. variety-seeking behavior51. Product ___ is a period of rapid market acceptance and increasing profits.A. developmentB. introductionC. growthD. maturityE. decline52. If demand is elastic rather than inelastic and the firm is interested in increasing total revenue, the firm should ___.A. not change the priceB. decrease productionC. raise the priceD. lower the priceE. decrease promotional efforts.53. A market skimming pricing policy ___.A. starts with a high price which is gradually loweredB. starts with a high price and keeps it highC. starts with a low price and gradually raises itD. starts with a low price and keeps it low54. Kevin Stiles is a farmer who sells his product directly to a supermarket chain which in turn sells it to consumers. This is an example of ___ marketing channel system.A. zero-levelB. one-levelC. two-levelD. direct-levelE. sub-level55. Geographic segmentation is about______.A. dividing markets based on locationB. dividing consumer groups based on social statusC. understanding the benefit the product has to offerD. Dividing consumer groups based on lifestyles56. Which of the following is NOT a demographic variable that can be used in market segmentation?A. ageB. occupationC. attitudes toward lifeD. life cycle57. A reference group is______.A. a group where people feel they belong toB. a group of people who have expert knowledge on marketingC. a group of people who sell you products or servicesD. a group who people refer to for advice59. When consumers are highly involved in a purchase and perceive significance differences among brands, they engage in ______ buying behavior.A. dissonance-reducingB. variety-seekingC. complexD. habitual60. A pricing strategy of ___ seeks to provide the company the largest portion of a particular market.A. survivalB. current profit maximizationC. market share leadershipD. product quality leadership64. All the following are examples of personal sources of information except ___.A. familyB. friendsC. neighborsD. dealers65. The most basic concept underlying marketing is ___.A. producing goods of high qualityB. developing distribution networksC. identification of consumer needsD. development of effective promotional programs68. Merchant wholesalers ___.A. own the goods they sellB. represent manufacturers of complementary linesC. assist buyers and sellers with negotiationsD. enjoy contractual authority to sell a producers’ entire output69. Setting a high initial price for a new product and then gradually reducing that price, is called ___.A. market penetrationB. market skimmingC. product-line pricingD. functional discounting71. You’re a marketer for a sporting goods firm. One day, a colleague hands you the latest tennis racket developed by your colleagues in product development with a description of the racket’s attributes, quality, and design features. You are holding a(n) ___.A. core productB. potential productC. actual productD. augmented product72. Market segmentation refers to______.A. analysing consumer behaviorB. dividing products into distinct groupsC. dividing competitors into distinct groupsD. the process of dividing markets into distinct groups of buyers73. Intensive distribution is used commonly for______.A. low price or impulse itemsB. high priced, non-impulse itemsC. high value itemsD. high priced, impulse items74. PEST is used for______.A. consumer analysisB. competitor analysisC. product adoption analysisD. environmental analysis75. Penetration pricing is______.A. where the firm looks at competitor pricesB. where the firm charges a high price to support product positioning strategiesC. where the firm pricing strategy is based on willingness to payD. where the firm charges a low price to gain sales76. The four product classification used within the B.C.G. Matrix are______.A. Question Mark, Dogs, Stars and RabbitsB. Dogs, Question Mark, Star, Cash CowC. Introduction, Growth, Maturity, DeclineD. Cash Cow, Rabbit, Dog and Stars。

Chapter 1 市场营销题库

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SJTU
Value and satisfaction
Customer value is the difference between the values the customer gains from owning and using a product and the costs of obtaining the product. Customer satisfaction depends on how well the product’s perceived performance lives up to the customer’s expectations.
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Creating, delivering and communicating superior customer value is key.
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Marketing management involves managing demand, which in turn involves managing customer relationships.
1-6
SJTU
Needs, wants, and demands
Marketing involves satisfying customer needs. Needs describe basic human requirements. Human needs are states of felt deprivation. Humans have many complex needs. Maslow’s hierarchy of needs theory
1-7
SJTU
selfactualization needs

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Chapter 01 The Scope and Challenge of International Marketing True / False Questions1. Global commerce thrives during peacetime.TRUE (p. 4)st century is "expect theunexpected."TRUEDifficulty: EasyType: Knowledge3. (p. 5) Today, every American business is international.TRUEDifficulty: ModerateType: Comprehension4. (p. 5) One event that will influence the shape of international business as the future unfolds is the rapid growth of the World Trade Organization, NAFTA, and the European Union. TRUE5. (p. 5) One event that will influence the shape of international business as the future unfolds is the unprecedented acceptance of communism and socialism in Latin America.FALSEDifficulty: ModerateType: Comprehension6. (p. 5) A trend that will impact international business in the future is a mandate to properly manage the resources and global environment.TRUEDifficulty: ModerateType: Comprehension7. (p. 5) Today, most business activities are local or regional in scope.FALSEDifficulty: ModerateType: Knowledge8. (p. 6, Crossing Borders 1.1) What do French farmers, Chinese fishermen, and Russian hackers have in common--they can all receive subsidy payments from the U.S. government.FALSE9. (p. 6) Foreign-made products remain a small portion of all consumer products sold in the United States.FALSE10. (p. 8) U.S. companies compete with global competitors in foreign markets and have little competition in domestic markets from global competitors.FALSEDifficulty: EasyType: Knowledge11. (p. 9, Exhibit 1.2) The leading U.S. multinational with foreign revenues of $345 billion plus annually is Wal-Mart.TRUEDifficulty: HardType: Knowledge12. (p. 9) 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.TRUEDifficulty: ModerateType: Knowledge13. (p. 9-10) A good illustration of an uncontrollable variable that might impact international business is a marketing decision with respect to research.FALSEDifficulty: HardType: Application14. (p. 11, Exhibit 1.3) The foreign uncontrollable environment is the same as the domestic uncontrollable environment.FALSEDifficulty: HardType: Comprehension15. (p. 12) The level of technology is an uncontrollable element for international marketers. TRUEDifficulty: ModerateType: Knowledge16. (p. 14) The political and legal environment is a controllable element for international marketers because of the ability to lobby and influence legislation.FALSEDifficulty: ModerateType: Knowledge17. (p. 14) In a broad sense, the uncontrollable elements of the foreign business environment constitute the culture.TRUEDifficulty: HardType: Comprehension18. (p. 15) John refuses to buy Japanese products because he sees them as a way of selling out to nation known for its aggressive behavior. John is using a self-reference criterion to make his decision.TRUEDifficulty: ModerateType: Application19. (p. 15) A self-reference criterion is closely related to ethnocentrism.TRUEDifficulty: ModerateType: Comprehension20. (p. 15) Sam Watkins just recently ate and, therefore, feels justified in refusing food from his Middle Eastern host. In this instance, Sam's self-reference criterion has just saved him from making a cultural blunder.FALSEDifficulty: HardType: Application21. (p. 16) To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis that emphasizes the need for ethnocentrism.FALSEDifficulty: ModerateType: Comprehension22. (p. 17) To be globally aware, you should be tolerant of cultural differences.TRUEDifficulty: EasyType: Comprehension23. (p. 17) To be globally aware, you should require that all of your international customers know about your cultural rules and adhere strictly to each one.FALSEDifficulty: ModerateType: Comprehension24. (p. 18) If a company is in a stage designated as being one with "no direct foreign marketing," the company does not actively cultivate customers outside national boundaries.TRUEDifficulty: EasyType: Knowledge25. (p. 20) Of all the stages in international business, a stage called "regular foreign marketing" produces the most profound change in the orientation of the company toward markets and associated planning activities.FALSEDifficulty: ModerateType: Knowledge26. (p. 22) If a company uses a strategic orientation called domestic market extension, it views its international operations as secondary to and an extension of its domestic operations.TRUEDifficulty: ModerateType: Knowledge27. (p. 22-23) The global marketing concept views the marketplace as consisting of one primary domestic market that is complimented by several smaller regional markets.FALSEDifficulty: HardType: KnowledgeMultiple Choice Questions28. (p. 3) International __________ play an important role in promoting global peace and prosperity.A. foreign aid and treatiesB. competition and consumer spendingC. trade and marketingD. consumer and industrial servicesDifficulty: EasyType: Knowledge29. (p. 4) According to the text, all of the following events have impacted international business EXCEPT:A. the Indian Ocean tsunami in 2004B. the high-tech bust of 2001.C. the steroids in major league sports scandalD. 2003 SARS outbreak in Asia.E. September 11, 2001 disasters.Difficulty: EasyType: Comprehension30. (p. 5) Of all the events and trends affecting global business today, four stand out as the most dynamic. Which of the following would be one of those events?A.B. The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe.C. The trend toward using English as the global language.D. The trend toward establishing a world currency.E. The trend toward worldwide instant communication.Difficulty: ModerateType: Comprehension31. (p. 5) All of the following events and trends are among the four major trends described in the chapter as having a major impact or effect on global business EXCEPT:A. the trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe.B. the rapid growth of the World Trade Organization and regional free trade areas such as NAFTA and the European Union.C. the burgeoning impact of the Internet and other global media on the dissolution of national borders.D. the trend toward decreasing OPEC profits as oil reserves decline in the 21st century.E. the mandate to properly manage the resources and global environment for the generations to come.Difficulty: HardType: Comprehension32. (p. 5-6) Strategic plans that are competitive in global markets are _____.A. the challenge of international marketingB.C. not necessary for small firmsD. multilingual and multicultural in scopeDifficulty: EasyType: Knowledge33. (p. 5) Every American company is international, at least to the extent that:A. Federal law requires all corporations to outsource whenever it is cost-effective.B. the Internet generates orders for all American businesses from abroad.C. its business performance is affected by events that occur abroad.D. natural disasters create a greater global community.E. all of the above.Difficulty: HardType: Knowledge34. (p. 5) Simi Khan wants to move his business into the international arena as quickly as possible; however, to be successful he must consider a variety of factors that have global dimensions. Which of the following factors would be most important to Simi Khan's computer technology business as he moves forward with his global expansion plans?A. Electricity usage around the world.B. The drive toward a more ergonomic workplace.C. Communication and technology networks in third-world countries.D. Restrictions on advertising in Russia.E. Increasing licensing fees in Spain and Portugal.Difficulty: ModerateType: Application35. (p. 7) Foreign investment in the United States is growing yearly. At present, foreign investment in the United States is in excess of $16.3 ______________.A. trillionB.C. billionD. thousandE. cannot be determined. The government does not track foreign investment.Difficulty: ModerateType: Knowledge36. (p. 7) Companies from ____________________ lead in foreign investment in the United States:A. Kingdom of Saudi ArabiaB. RussiaC. ChinaD. United KingdomE. CanadaDifficulty: HardType: Knowledge37. (p. 7) Foreign investment is a two-way street. An organization (through investment and acquisition) from which of the following countries now controls all United Kingdom rail freight business and runs the queen's private train via its English, Welsh, & Scottish Railway unit?A. GermanyB. SwitzerlandC. United StatesD. CanadaE. NetherlandsDifficulty: HardType: Knowledge38. (p. 9, Exhibit 1.2) Many U.S. firms do exceedingly well in the global arena. Which of the following organizations is considered to be the U.S. leader with global revenues approximated at $345 billion annually?A. IBMB. ExxonMobilC. Ford MotorD. Wal-MartE.Difficulty: ModerateType: Knowledge39. (p. 9) For firms venturing into international marketing for the first time, the first requirement is:A. employment of foreign nationals in target foreign markets.B. a thorough and complete commitment to foreign markets.C. obtain market data from consulate of the country being targeted.D. an assessment of the cost of doing business in the foreign market.E. performance reviews of all potential salespeople being considered for foreign assignment.Difficulty: ModerateType: Knowledge40. (p. 9) ___________ 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.A. Global managementB. Global businessC. MarketingD. International marketingE. Global marketing conceptDifficulty: ModerateType: Knowledge41. (p. 9) 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 is called:A. global management.B. global business.C. marketing.D. the global marketing concept.E. international marketing.Difficulty: ModerateType: Knowledge42. (p. 9) The only difference between the definitions of domestic marketing and international marketing is that marketing activities:A. focus on consumers in domestic markets and barterers in foreign markets.B. take place in more than one country.C. follow traditional communication paths in domestic markets.D. focus on distribution in the domestic market.E. are usually non-regulated in foreign markets.Difficulty: ModerateType: Comprehension43. (p. 9) According to the text, the primary difference in the practice of marketing at the domestic versus the international level is:A. the environment within which the marketing plans must be implemented.B. the revenues necessary to be successful.C. the demand charts available to the marketer.D. the control over the budget.E. the accountability of board of directors.Difficulty: HardType: Comprehension44. (p. 9) With respect to the environment in which a business operates, such factors as competition, legal restrains, government controls, and the weather would all be examples of what are called:A. controllable elements.B. uncontrollable elements.C. predictable elements.D. demographic elements.E. cultural elements.Difficulty: EasyType: Knowledge45. (p. 9-10) All of the following would be considered to be controllable elements of marketing decisions EXCEPT:A. product.B. price.C. promotion.D. research.E. government regulations.Difficulty: EasyType: Knowledge46. (p. 11, Exhibit 1.3) Considering the model of the international marketing task displayed in the text, which of the following reasons demonstrates the most important difference between the international marketer's task and that of the domestic marketer?A. The international marketer must deal with at least two levels of uncontrollable uncertainty instead of one.B. The international marketer must rely on at least two levels of controllable certainty instead of one.C. The international marketer is never certain about supply or demand.D. The international marketer is never certain about total market size.E. The international marketer must be aware of international monetary exchange rates.Difficulty: ModerateType: Comprehension47. (p. 11, Exhibit 1.3) Robert Jonas is in charge of a new marketing effort directed toward Peru. In order for his company to effectively market and distribute to all of Peru's major cities, Mr. Jonas must devise a logistics plan for crossing the Andes Mountains on a daily basis. Which of the following foreign environment uncontrollable variables would be a chief concern as Mr. Jonas devises his plan?A. Competitive forcesB. Cultural forcesC. Geography and infrastructureD. Economic forcesE. Political/legal forcesDifficulty: ModerateType: Application48. (p. 11, Exhibit 1.3) Compared to the foreign environment uncontrollable variables, which of the following elements is excluded from the domestic marketer's list of uncontrollable variables?A. Political forcesB. Competitive structureC. Economic climateD. Cultural forcesE. Legal forces.Difficulty: HardType: Comprehension49. (p. 11, Exhibit 1.3) All of the following would be among the domestic marketer's controllable environmental variables EXCEPT:A. research.B. price.C. product.D. channels of distribution.E. economic climate.Difficulty: ModerateType: Comprehension50. (p. 11, Exhibit 1.3) All of the following appear as a foreign environment uncontrollable variable in the model of the international marketing task shown in the text EXCEPT:A. economic forces.B. competitive forces.C. product demand forces.D. cultural forces.E. political/legal forces.Difficulty: EasyType: Knowledge51. (p. 10) Amy Sims has been assigned the task of preparing a marketing plan for company for the next year's business activities. She knows that she should begin her plan by examining the variables that she has some control over. These controllable variables would include price, product, channels-of-distribution, and:A. demand.B. supply.C. competition.D. economic climate.E. promotion.Difficulty: EasyType: Knowledge52. (p. 10) A political decision involving _______________ would most likely have a direct effect on a firm's international marketing success.A. domestic foreign policyB. immigration reformC. oil exploration policyD. FCC satellite regulationsE. FAA airline regulationsDifficulty: ModerateType: Knowledge53. (p. 11) Which of the following would be a chief way that U.S. companies attempt to influence domestic foreign policy?A. A company could lobby with respect to its own interests.B.C. A company could ask a foreign government to bring pressure on U.S. legislative bodies.D. A company could threaten to withdraw operations from foreign markets.E. A company could threaten to move its corporate headquarters to a foreign market.Difficulty: HardType: Comprehension54. (p. 12) Competition within the home country can have a profound effect on the international marketer's task. Which of the following BEST illustrates this statement?A. Boeing recently opened talks with its primary trade union to avoid a forecasted strike.B. Microsoft and Dell have jointly invested $700 million in a new venture to investigate high technology of the future.C. Fuji opened a $300 million plant in the U.S. and now commands a 12 percent share of the lucrative U.S. film market.D. Several name companies are still under investigation because of the Enron scandal.E. Declaration of independence by Baltic States after the collapse of the Soviet Union.Difficulty: ModerateType: Application55. (p. 12) With respect to challenges faced by the international marketer, a significant source of uncertainty is the number of factors in the:A. foreign environment controllables.B. foreign environment uncontrollables.C. domestic environment controllables.D. parallel environment uncontrollables.E. parallel environment controllables.Difficulty: EasyType: Comprehension56. (p. 12) Ralph Waite has just been assigned the task of reviewing his company's international investment opportunities. He knows that his view of the list of opportunities should be tempered by foreign environment uncontrollables that might be encountered. Which of the following would be the BEST illustration of a foreign environmental uncontrollable that Mr. Waite should investigate?A. A country's level of technology.B.C. The ability to do research in the foreign country.D. Manufacturing capabilities in the foreign country.E. The ability to do advertising in the foreign country.Difficulty: HardType: Application57. (p. 12) The _____________ is an uncontrollable element that can often be misread because of the vast differences that may exist between developed and undeveloped countries.A. Structure of distributionB. competitive forcesC. economic forcesD. political/legal forcesE. level of technologyDifficulty: HardType: Knowledge58. (p. 13) The _____________ and issues abroad are often amplified by the "alien status" of the company, which increases the difficulty of properly assessing and forecasting the dynamic international business climate.A. structure of distributionB. competitive forcesC. economic forcesD. political/legal forcesE. level of technologyDifficulty: ModerateType: Knowledge59. (p. 13) Which of the following would be the BEST illustration of the "alien status" found in the political and legal arena that sometimes cause problems for international marketers as they attempt to do business in foreign countries?A. A company in the U.K. recently purchased Ben & Jerry's ice cream operations.B. The Indian government told Coca-Cola that it must reveal its "secret formula" if it wished toC. Richard Branson's Virgin Cola was not widely accepted in the United States.D. French Canadians prefer French to English when conducting business in Canada.E. British Airlines and Japan Airlines join American Airlines to form OneWorld Alliance.Difficulty: ModerateType: Application60. (p. 14) Global businesses must be willing to adjust and adapt a marketing program to a foreign market. In a broad sense, the environmental uncontrollable elements constitute the:A. problem.B. opportunity.C. culture.D. marketplace.E. commerce landscape.Difficulty: HardType: Comprehension61. (p. 14) The task of ____________ is the most challenging and important one confronting international marketers.A. care for the environmentB. dealing with politicsC. international standardizationD. cultural adjustmentE. international brandingDifficulty: ModerateType: Comprehension62. (p. 14) Which of the following would be the BEST example to illustrate the fact that international marketers need to make cultural adjustments as they seek to do business abroad?A. In America, white is an accepted color for wedding gowns; in Asia it is the color ofB. Many teens earn extra income by working.C. Women out number men in the United States.D. Most Middle Eastern women do not work outside the home.E. Many European nations require a period of national service for youth.Difficulty: HardType: Application63. (p. 15) ____________ is the conscious effort on the part of the international marketer to anticipate the influences of both the foreign and domestic uncontrollable factors on a marketing mix and then adjust the marketing mix to minimize the effects.A. StandardizationB. AdaptationC. SegregationD. SegmentationE. ProjectionDifficulty: ModerateType: Knowledge64. (p. 15) The primary obstacles to success in international marketing are a person's _________ and an associated ethnocentrism.A. regionalismB. holismC. self-reference criterionD. segregationE. integrationDifficulty: EasyType: Comprehension65. (p. 15) _____________ is an unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decisions.A. RegionalismB. HolismC. Self-reference criterionD. SegregationE. XenophobiaDifficulty: ModerateType: Knowledge66. (p. 15) In the United States, unrelated individuals keep a certain physical distance between themselves and others when talking or in groups. We do not consciously think about that distance; we just know what feels right without thinking. Someone from another culture would not necessarily understand this and would apply their own rules for contact when speaking. The preceding is an illustration of what is called applying a ___________ when reviewing the mentioned social custom of contact.A. self-spaceB. segregationC. integrationD. space command theoryE. self-reference criterion (SRC)Difficulty: ModerateType: Application67. (p. 15) Your ____________ can prevent you from being aware that there are cultural differences or from recognizing the importance of those differences.A. self-spaceB. personalityC. demographic characterD. self-reference criterion (SRC)E. concept of integrationDifficulty: EasyType: Comprehension68. (p. 16) The most effective way to control the influence of ethnocentrism and __________ is to recognize their effects on our behavior.A. the self-reference criterion (SRC)B.C. tunnel visionD. standardizationE. xenophobiaDifficulty: ModerateType: Knowledge69. (p. 17) To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis that isolates the self-reference criterion influences. Which of the following would be the BEST first-step to take to avoid the aforementioned errors?A. Redefine the problem without the SRC influence.B. Solve the problem for the optimum business goal situation.C. Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem.D. Define the business problem or goal in home-country cultural traits, habits, or norms.E. Define the business problem or goal in foreign-country cultural traits, habits, or norms through consultation with natives of the target country.Difficulty: HardType: Application70. (p. 17) Which of the following steps in a cross-cultural analysis to isolate self-reference criterion influences would finalize the process and lead to a solution of the problem?A. Redefine the problem without the SRC influence and solve the problem for the optimal business goal situation.B. Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem.C. Define the business problem or goal in home-country cultural traits, habits, or norms.D. Define the business problem or goal in foreign-country cultural traits, habits, or norms through consultation with natives of the target country.E. The last step is not indicated in the list of alternatives.Difficulty: EasyType: Application71. (p. 17) To be globally aware, an international marketer must have all the following EXCEPT:A. a tolerance of cultural differences.B. a knowledge of cultures.C. a knowledge of history.D. a knowledge of microeconomics.E.Difficulty: EasyType: Knowledge72. (p. 17) Successful businesspeople in the twenty-first century have ___________ and a frame of reference that goes beyond a region or even a country and encompasses the world.A. a sense of fashionB. global awarenessC. an intimate knowledge of ecological problemsD. a consumer mind-setE. a pronounced skill in promotionDifficulty: ModerateType: Knowledge73. (p. 18) There are a variety of stages in the process of becoming involved in international marketing. Which of the following best describes the stage of development where the company's products reach a foreign market through no conscious effort on the part of the marketer?A. Infrequent foreign marketingB. Regular foreign marketingC. No direct foreign marketingD. International marketingE. Global marketingDifficulty: EasyType: Comprehension74. (p. 18) If a marketer is motivated to enter into an international marketing effort because of temporary surpluses in the domestic market, which of the following stages BEST characterizes the stage of international marketing involvement for this marketer?A. Infrequent foreign marketingB.C. No direct foreign marketingD. International marketingE. Global marketingDifficulty: ModerateType: Comprehension75. (p. 19) James Bright's company seek markets all over the world and attempts to sell products that are a result of planned production for markets in various countries. Which of the following stages BEST characterizes the stage of international marketing involvement for Mr. Bright's company?A. Infrequent foreign marketingB. Regular foreign marketingC. No direct foreign marketingD. International marketingE. Global marketingDifficulty: HardType: Application76. (p. 20) Maria Peron's company treats the world, including the home market in Spain, as one market. Market segmentation decisions no longer focus on national borders. Instead, market segments are defined by income levels, usage patterns, and other factors that span countries and regions. Which of the following stages BEST characterizes the stage of international marketing involvement for Ms. Peron's company?A. Infrequent foreign marketingB. Regular foreign marketingC. No direct foreign marketingD. International marketingE. Global marketingDifficulty: ModerateType: Application77. (p. 22) If a company basically sees the process of international marketing as one where the domestic company seeks a sales extension of its domestic products into foreign markets, the company is using which of the following concepts to formulate its international policies and strategies?A. Domestic market extension conceptB.C. Global marketing conceptD. Universal marketing conceptE. Standardized marketing conceptDifficulty: EasyType: Comprehension78. (p. 22) The Ajax Corporation has decided to enter the international marketing arena by marketing its products on a country-by-country basis, with separate marketing strategies for each country. The company is using which of the following concepts to formulate its international policies and strategies?A. Domestic market extension conceptB. Multidomestic market conceptC. Global marketing conceptD. Universal marketing conceptE. Standardized marketing conceptDifficulty: ModerateType: Comprehension79. (p. 22-23) A company using the ________________ views an entire set of country markets as a unit, identifying groups of prospective buyers with similar needs as an opportunity market segment and develops a marketing plan that strives for standardization wherever it is cost and culturally effective.A. domestic market extension conceptB. multidomestic market conceptC. global marketing conceptD. universal marketing conceptE. standardized marketing conceptDifficulty: HardType: Comprehension。