国际市场营销选择判断题

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2019年外销员考试《国际营销学》试题及答案

2019年外销员考试《国际营销学》试题及答案一、单选题1 、“酒香不怕巷子深”是一种()观念。

A 、生产B 、产品C、推销 D 、社会营销2 、生产观念强调的是()。

A 、以量取胜B 、以廉取胜C、以质取胜 D 、以形象取胜3 、()动机是以注重产品的实际使用价值为主要特征的。

A 、求实B 、求名C、求新 D 、求美4 、()型购买行为发生在购买差异性不大的产品的场合。

A 、复杂B 、多变C、习惯 D 、和谐5 、改变消费者对竞争品牌的信念，这是()定位。

A 、实际的重新B 、心理的重新C、竞争性反 D 、二次6 、下列组织中，(b)不是营销中介单位。

A 、中间商B 、供应商C、银行 D 、保险公司7 、能满足同一需要的各种产品的生产者互为()竞争者。

A 、愿望B 、平行C、产品形式 D 、品牌8 、当家庭收入达到一定水平时，随着收入增长，思格尔系数将()。

A 、下降B 、增大C、不变 D 、上下波动9 、企业决定生产各种产品，但只向某一顾客群供应，这是()。

A 、产品/ 市场集中化B 、产品专业化C 、市场专业化D、有选择专业化10、按照人口的具体变量细分市场的方法就是()细分。

A 、地理B 、行为C、心理 D 、人口11、处于()的产品，可采用无差异性的目标市场营销策略。

A 、成长期B 、衰退期C、导入期 D 、成熟期12、()调查是为了解市场中出现的有关现象之间的因果关系而进行的专题调查。

A 、探测性B 、描述性C、因果性 D 、预测性13、以现有产品开发新市场，这是()战略。

A 、一体化B 、市场渗透C、市场开发 D 、产品开发14、利用原有市场，采用不同技术开发新产品，这是()战略。

A 、产品开发B 、同心多元化C、综合多元化 D 、水平多元化15、产业用品渠道一般不包括()A 、批发商B 、代理商C、制造商 D 、零售商16、产品价格低，其营销渠道就应()。

A 、长而窄B 、长而宽C、短而窄 D 、短而宽17、生产者在某一地区仅通过少数几个精心挑选的中间商来分销产品，这是()分销策略。

国际市场营销学自考题-12-1

国际市场营销学自考题-12-1(总分：100.00，做题时间：90分钟)一、单项选择题(总题数：24，分数：24.00)1.在国际交易所、国际交易会和博览会里，交易双方就定价进行商务谈判时，通常会参照当时的______ （分数：1.00）A.国际市场价格√B.进口国市场价格C.出口国市场价格D.任意第三国市场价格解析：[解析] 在国际交易所、国际交易会和博览会里，交易双方就定价进行商务谈判时，通常会参照当时的国际市场价格。

2.国际贸易中，______是税金的主要部分，能够影响产品的最终价格。

（分数：1.00）A.增值税B.关税√C.印花税D.消费税解析：[解析] 关税是税金中的主要部分，在国际贸易中,关税影响产品的最终价格。

3.国际市场营销中，决定企业定价目标的是______（分数：1.00）A.企业财务目标B.企业学习目标C.企业管理目标D.企业国际市场营销目标√解析：[解析] 定价目标是由企业国际市场营销目标决定的。

4.在国际贸易中，下列说法正确的是______（分数：1.00）A.国际市场是买方市场，供给处于主导地位B.国际市场是卖方市场，供给处于主导地位C.国际市场是买方市场，需求处于主导地位√D.国际市场是卖方市场，需求处于主导地位解析：[解析] 供求关系是决定商品在国际市场上的价格的基本要素之一。

供给大于需求时，定价要下降，反之则上升。

在国际贸易中，国际市场是买方市场，需求处于主导地位，产品的出口最终取决于市场需求。

5.对于需要维护的产品，对市场需求影响最为明显的是______（分数：1.00）A.包装因素B.质量因素C.服务因素√D.品牌因素解析：[解析] 对于需要维护的产品，服务因素对市场需求的影响最为明显。

6.国际营销定价中最难控制的因素是______（分数：1.00）A.国际市场需求B.行业内竞争者对定价策略的反应√C.经济周期D.汇率变动解析：[解析] 国际营销定价中最难控制的因素是行业内竞争者对定价策略的反应。

国际市场营销英语课后判断题

二、判断题Chapter one1. A marketing exchange cannot take place unless each party in the exchange has something that the other party values. T2.The owners of the Plane Rubber and Tire Company are pleased with their low unit costs and high production volumes. Salespeople are unnecessary because buyers are always waiting for new tires to come off the assembly line. Plane currently has a production orientation. T3.The president of Hoppity Flea Collars docs not find it necessary to conduct much marketing research because the telephone selling campaign has been such a successful marketing strategy. Hoppity has a marketing orientation. F4.Having a sales orientation is the same as having a market orientation since both have the ultimate goal of satisfying customer needs. F5.You are about to start manufacturing and selling ferret food. You have met with your board of directors and you all discussed the benefits and sacrifices regarding the purchase of your food. Knowing the ratio of benefits to sacrifices allows you to specify how much customer value you will achieve. F6.The marketing mix variables are product. place, promotion, and price. T7.Conceptually, international marketing differs from domestic marketing only by virtue of the fact that the marketer must operate in more than one nation. TChapter three1. Soft currencies can readily be exchanged for other currencies. while hard currencies are not so easily exchanged.F2. Foreign licensing grants foreign marketers the right to use a domestic company's trademark, patent, or process ina specified geographic area. T3. A multinational corporation is a firm that has entered the international marketplace by exporting its products to aforeign market. F4. Though the first multinational corporations were US based, today it is as likely for a multinational to be Japanese,German, or British as to be American. T5. If it is believed that tastes are sufficiently homogeneous in different parts of the world to allow a standardmarketing strategy everywhere, then a global marketing strategy is appropriate. T6. Use of a straight extension marketing strategy usually results in economies of scale in production and marketing.T7. In a countertrade, goods and services from one country are exchanged for goods and services from anotherinstead of for cash. T8. Some marketing exchanges are still characterized by transaction-based marketing, such as residential realestate sales. T9. Traditionally, manufacturers have focused their energies on making products and then promoting those productsto customers in hopes of selling enough of those products to cover costs and earn a profit. T10. Often, the desirability of partnering in the business market is based upon the fact that each firm brings to thepartnership something that the other needs but cannot provide. TChapter four1. US firms operating in the international marketplace are clearly affected by a legal environment including US laws,international laws, and laws of the host country. T2. Government regulations that tax or otherwise set limits on the number of goods and services by foreignproducers are known as trade barriers. F3. A free trade area extends a customs union by seeking to reconcile all government regulations affecting trade.F4. Trade officials are in full agreement as to the direction the WTO should follow in pursuing its major policyinitiatives. F5. Foreign licensing can build revenues without the capital outlay required for establishment of manufacturingfacilities in a foreign country. T6. The trend toward increased foreign ownership of assets in the United States will probably decline because of theincreased hostility toward and government regulation of foreign- owned businesses operating in the United States. F7. Income left over after an individual pays taxes and purchases the basic necessities of food, clothing and shelter iscalled disposable income. F8. A comprehensive spending pattern shows the percentages of annual family expenditures allotted to generalclasses of goods and services. T9. Import tariffs are the means by which a government controls the in-flow of foreign goods across its borders.T10. Although WTO is a global institutional proponent of free trade, it is not without critics. TChapter five1. Culture is learned behavior passed on from generation to generation, but it is not difficult for the inexperienced oruntrained outsider to fathom. F2. Equality, disadvantaged members of society, safety and health, education and general welfare, pollution aresocial responsibility issues related to community relations. F3. All marketing employees are responsible for setting the ethical tone for the entire marketing organization. F4. Green marketing refers to the development, pricing, promotion and distribution of products that do not harm theenvironment. T5. Water pollution, air pollution, land pollution, safety and health are social responsibility issues related to theenvironment, or green marketing. F6. The vital, critical skill of the global marketer is perception, or the ability to see what is so in a culture. T7. Gestures, carriage, proximity of speakers, eye contact, and smiling all play key roles in a culture's use oflanguage. T8. Every country and culture has a history that will greatly affect both the market and the marketer. T9. Being enthusiastic about a product and having a personal attachment to it are two similar things. F10. Although the hospitality and tourism industries are slightly affected by religious holidays, marketers withproducts related to those industries need to be highly sensitive to this issue. FChapter six1.Early marketing research was fairly sophisticated because statistical techniques were sufficiently refined toproduce high levels of accuracy in research findings. F2.In the event that a new competitor were to enter a market in which you were involved. one question marketingresearch might help answer for you would be “ What must w e do to differentiate our company from our competitor?”T3. A hypothesis is a statement about the relationship among variables that carries clear implications for testing therelationship. It sets the stage for more in-depth research by clarifying what researchers need to test. T4.Trade associations represent an excellent source of private data for particular industries. T5.Sampling is the process of selecting survey respondents or other research participants. Trmation related to global markets is not readily available to American firms seeking to enter foreign markets.The Department of Commerce has only recently begun to collect data to assist firms in this area. F7.Telephone interviews are a suitable method of collecting primary marketing research data all over the worldbecause the telephone is now the universal appliance found in every home. F8.An MIS is a planned, computer-based system designed to provide managers with a continual flow of informationrelevant to specific decision areas. T9.An MIS gathers data only from inside the organization and processes it to product relevant marketing information.Fputers have automated the buying process at large retailers, opening new channels for gathering marketinginformation. TChapter seven1. The target market for a product is the specific segment of consumers most likely to purchase a particular product.T2. The division of the total market into smaller, relatively homogeneous groups is called market selectivity. F3. The number and size of the market segments chosen by a firm must not exceed its marketing capabilities.T4. Marketers must identity segments sufficiently small enough to capture in their entirely and effectively promote toas an exclusive source of some needed product. F5. Marketers are often able to identify totally homogeneous markets segments；there are seldom majordifferences among the members of a target market group. F6. The information, analysis, and forecasts accumulated through the entire market segmentation decision processallow management to assess the potential for achieving company goals and to justify committing resources to develop one or more segments. T7. Using differentiated marketing, Culture's Edge can market a wide range of trips exploring ethnic, cultural, andlifestyle-based issues that together appeal to the majority of vacation travelers, yet sell them in such a way as to appeal to individual parts of that market. T8. Colorado River White Water Raft Tours may take your breath away, but they don't take American Express! Thisrepresents an attempt by Visa Card to position itself with to one of its competitors. T9. The firm's segmentation strategy may change as its product progresses through the stages of the life cycle.During the early stages, undifferentiated marketing might effectively support the firm's attempt to develop initial demand for the product. T10. Marketers can create a competitive positioning map from information solicited from competitors or from publicdatabases that track consumer attitudes, opinions, and interests. FChapter eight1. The principal disadvantage of licensing is that it can be a very limited form of participation. T2. Exporting is the most traditional and well-established form of operating internationally. T3. Licensing, joint ventures and importing are points and tools for global market entry and expansion. F4. Large-scale direct expansion may be less expensive and a major commitment of managerial time and energy isunnecessary. F5. Management contracting includes the sharing of risk and the ability to combine different value chain strengths.F6. One of the advantages of joint venture is better control of sales activities compared with other forms ofparticipation in foreign markets. F7. Licensing is an alternative entry and expansion strategy with considerable appeal. T8. Direct exporting lakes place through sales by foreign distributors, sales agents, and overseas subsidiaries. T9. As export merchants, they are essentially acting as domestic wholesalers operating in foreign markets throughtheir own sales agents or salesforce. T10. International trading companies tend to be large-scale manufacturers and merchants and they are involved inwholesale and retail distribution. TChapter nine1. The final step in the marketing control process is to compare actual performance and standards. F2. In a period of recovery, the best marketing strategy for Electrolux would he characterized by flexibility. F3. In the beer industry, a few large brewers supply the majority of the market. The brewing industry is an example ofthe competitive structure ： Monopolistic Competition. F4. Post Office Parcel Services firms would most likely have a monopoly for its competitive environment. F5. Essex Office Products has decided to use a particular competitive tool that it feels will have a major impact. Itsconsultant, Dr. Bell, contends that this particular approach is the one most easily copied by the firm's competitors.The tool in question is： market segmentation. F6. A small hardware store whose only competitor is a huge discount store would be least likely to use thecompetitive tool distribution. F7. Customer value analysis refers to analysis conducted to determine what benefits target customers value and howthey rate the relative value of various competitors’ offers. T8. Some basic competitive positioning strategies that companies can follow are：overall cost leadership,differentiation, and focus. T9. While trying to expand total market size, the leading firm must constantly protect its current business againstcompetitors’ attacks. T10. Competitor-centered company is a company whose moves are mainly based on competitors’actions andreactions; it spends most of its lime Cracking compelilors1 moves and market shares and trying to find strategies to counter them. TChapter ten1. Ford Motor Company’s marketing strategy in Europe reflects a company that saw Europe as distinctlyfragmented into narrow markets within their specific nation states. F2. The United States can be considered as a good example for regional economic integration. T3. Regional economic integration is the political and economic agreement among countries that give preference tomember countries to that agreement. T4. Global strategic partnerships will become less important in the Asia-Pacific regions. F5. The WTO allows a departure from its policy to grant the same favorable trade conditions to all WTO members inthe case of regional trade agreements ( RTAs ). T6. The goal of a free-trade area ( FTA ) is to abolish work permits among its members. F7. Collaborative agreements can be used to refer to linkages between companies to pursue a common goal. T8. Custom unions levy a common external tariff on goods being imported from nonmembers. T9. Changes in the political, economic, socio-cultural, and technological environments are leading to new strategiesin global competition. T10. Trade creation allows consumers access to more goods at lower prices and is considered a major benefit ofregional economic integration. TChapter eleven1. A company's research and development process is the only way for them to develop new products. F2. The step-by-step new product development process explained in the text has been used by so many companiesover so many years that it is almost failure-proof today. F3. The first full-scale working product from a concept is called a “prototype. “T4. When a product has been in the maturity stage of the product life cycle for a period of time, marketing managershave pretty well lost any control of the product to the competitive vagaries that characterize that stage. F 5. Brand equity is the added value a given brand name gives to a product beyond the functional benefits provided.F6. The marketing objective for a product in the introduction stage of the product life cycle (PLC ) is to promoteconsumer awareness and gain trial. T7. The goal of VCR manufacturers’advertisement is to maintain brand loyalty and market share; the productcategory is in the introduction stage of its product life cycle. F8. Products that are used directly in the production of a final product but are not easily identifiable are categorized ascomponent parts. T9. Machines and tools used in a production process but not as part of final products are classified as componentparts. F10. Routinely purchased items that do not become part of the final physical product and are treated like expenseitems rather than capital goods are classified as supplies and services. F11. A desirable feature for a brand name is it can be used as the general name for all products in the category.FChapter twelve1. Pricing and price competition is the number-one problem facing most marketing executives. T2. External environmental factors have the greatest effect on pricing decisions. F3. “ Forward buying” means that w holesalers stock up on far more merchandise than they can sell duringmanufacturers’ price promotions, and then resell to customers at higher prices after the promotion is over. T4. A firm’s total cost is made up of two components: direct costs and variable costs. F5. “Optional product pricing” is adding services to the base product to differentiate it from competitors and justifyhigher prices and margins. F6. The fact that prices are usually higher ( often substantially higher ) in foreign markets is called price escalation.T7. The Robinson-Patman Act seeks to prevent unfair price discrimination by ensuring that all members at a givenlevel in the channel of distribution are offered the same terms by the seller. TChapter thirteen1. A wholesaler is a marketing intermediary that takes title to the goods it sells and then distributes those goods toretailers, other distributors, and sometimes consumers. T2. A generalization that is usually true of marketing channel length is： The more standardized the product. theshorter the channel. F3. When Coca-Cola and Nestle formed a joint venture to market ready-to-drink coffee and tea worldwide, theyformed a horizontal marketing system. T4. The use of two or more marketing channels to reach the same target market is referred to as dual channeling.F5. Forcing a dealer to take the full line of products in order to get a strong brand is illegal. F6. Once a firm has defined its channel objectives, it should identify its channel alternatives, i. e. the types andnumber of intermediaries and the functions that each intermediary should perform. T7. Third party logistics basically means that firms outsource logistical tasks to independent providers who may adoptone or all of the functions required to get clients’products to market. T8. A direct-marketing channel consists of a manufacturer selling directly to the final customer. T9. Intensive is the type of distribution where there is the use of more than a few but less than all of the intermediarieswho are willing to carry a particular product. F10. When retailers develop private brands to compete with producers’ brands, the type of marketing channel conflictis vertical. TChapter fourteen1. A company's integrated marketing communications mix also goes by the name of promotional mix. T2. Contests, free samples, and coupons are examples of personal selling. F3. Non-personal communication channels carry messages without personal contact or feedback. T4. ACD Corporation sells technical products and its customers are concentrated in a small geographic area. Thecompany will use advertising the most. F5. Companies that use the affordable method base their promotion budget on a certain percentage of current orforecasted sales and / or a percentage of the sales price. F6. Mast larger companies combine push and pull strategies to move their products from the manufacturer to the finalconsumer. T7. When Gin Toy advertises a toy on Saturday-morning television and tells children to ask for the product at theirfavorite toy store, it is implementing a pull strategy in its promotion mix. T8. While the promotion mix is the company's primary communication process, the entire marketing mix must becoordinated for the greatest communication impact. T9. If a push policy is employed in promoting a product, the firm promotes only to the next institution down themarketing channel. T10. A television commercial demonstrating the versatility of the Mercedes sports utility vehicle would best beclassified as product advertising. T11. The main disadvantage with the percentage-of-sales method of setting advertising budgets is that it reversescause and effect. T12. An evaluation of media impact will help determine the media types to be used. T13. Marketers have found much success using standardized ads in their global advertising. FChapter sixteen1. The Matrix organizational structure uses teams whose members report to two or more managers. T2. Small and medium-sized firms most commonly use matrix organizational structure. F3. The process of creating an organization’s structure is called organizing. T4. A marketing control process provides feedback on how well a marketing strategy is working in the marketplace.T5. With regard to “marketing organization”, firms that focus their attention on developing a coordinated marketingmix for each brand are examples of matrix organizations. F6. The hard task of selecting an overall company strategy for long-run survival and growth is called marketingcontrol. F7. The marketing audit is a comprehensive, periodic examination of a company's environment, objectives,strategies, and activities to determine problem areas and opportunities. T8. A marketing audit is a control device used primarily by large corporations to study past performance. F9. Gabble’s Granola has set up a committee to formally study its current status and capabilities and its futureexpectations. Gabble's Granola is conducting a marketing audit. F10. A marketing audit should evaluate a company's whole marketing program on a regular basis. T11. A planning manager from corporate headquarters finds that his eastern region has no effective method ofallocating resources or evaluating goals and performance of the marketing organization. He suggests that the region should prepare a marketing audit. T12. A marketing audit should be conducted by the person who is most familiar with each of the firm's marketing plans.F13. A marketing audit should help determine if the company's marketing objectives are reasonable. TChapter seventeen1. E-marketing is a generic term used to describe all marketing channels facilitated by the Web. T2. One reason so many companies and government agencies are interested in the development of extensiveelectronic commerce is because of its potential to shift or eliminate costs. T3. Electronic commerce has become collaborative commerce. T4. China still takes the lead of the e-commerce both in technology and practices. F5. In the 1990s, the Chinese government enacted *'golden bridge”, "gold card" and "golden gate” projects topromote e-commerce. F6. Traditional marketing, from a communications standpoint, is primarily a one-way medium. TChapter eighteen1. Direct marketing involves one-way connections aimed at consumers. F2. Direct marketing is convenient, easy, and private. T3. Direct marketing is poor in building customer relationships. F4. Internet marketing has the advantage of reducing costs. T5. Direct marketing sales have grown at about 4% annually. F6. A customer mailing list and a customer database are the same. F7. Companies use their databases to identify prospects. T8. Telemarketing is the major direct marketing communication tool. T9. Direct mail marketing involves only selling catalogs to customers. F10. Three new forms of direct mail are fax, e-mail, and voice mail. T。

2021年04月高等教育自学考试国际市场营销学真题(含答案)

2021年04月高等教育自学考试国际市场营销学真题姓名年级学号题型选择题填空题解答题判断题计算题附加题总分得分评卷人得分一、单选题1.企业开展国际市场营销面对的产品总需求量具有（）。

A.确定性B.不确定性√C.滞后性D.随机性解析：国际市场营销面对更多的不确定因素，主要体现在以下几方面：产品总需求量的不确定性、消费者需求特性的不确定性、竞争者所采取的竞争策略的不确定性、产品价格的不确定性、促销媒介的不确定性以及分销渠道的不确定性。

其中，产品总需求量的不确定性是指在国际市场上，产品总需求量受价格、购买力、消费者需求偏好、竞争对手的营销策略等因素的影响，这些影响因素具有不确定性，使得产品总需求量具有不确定性。

2.根据服务主体的地位，可以将国际服务划分为三种类型，即（）。

A.基于人、物和信息的服务√B.基于人、信息和财务的服务C.基于资金、信息和物的服务D.基于人、物和技术的服务解析：根据服务主体的地位，可以将国际服务划分为三种类型，即基于人的服务、基于物的服务和基于信息的服务。

基于人的服务强调服务的生产和消费同时交互进行，顾客作为消费者同时也是服务生产过程的参与者，如医疗、餐饮服务等；基于物的服务则强调服务公司需要借助特殊的载体来为顾客提供服务，如物流、仓储服务等；基于信息的服务是指服务公司通过信息处理和传送来为顾客提供服务，如金融、企业咨询等。

3.对于企业选择进入国际市场的各种战略，风险最高的是（）。

A.出口B.直接投资√C.战略联盟D.许可协议解析：企业进入国际市场时，有四种战略可供选择：出口、许可协议、国际战略联盟和对外直接投资。

其中，对外直接投资是指一国的企业或个人通过在国外设立子公司或分公司，通过购买、参与当地企业的股份，直接在海外从事生产、销售和其他经营活动的投资形式，也是四种战略中面临风险最高的战略。

按企业对国外子公司拥有股权份额的程度，对外直接投资表现为合资经营和独资经营两种基本形式。

市场营销(选择题和判断题)

选择题1、从（狭义）角度看，市场是在一定的时间、一定的地点进行商品交换的场所。

2、某企业为举办“家好月圆，畅意游园”活动，到商店采购了一批物品，从购买目的的划分，这是（社会集团）市场。

3、广州芳村水上鲜果交易市场提供各类应节水果给各类门店、小商贩等选购，从商品流通顺序划分，这是（批发）市场4、中东地区盛产的石油销往世界各地，按照商品流通的地域划分，这是（国际）市场。

5、家长在新华书店为小孩购书，满足小孩学习的需要。

这是（消费者）市场。

6、市场营销的内容包括（产品构思和设计）和售后服务等内容。

7、美国汽车大王福特曾宣称：“不管消费者需要什么颜色的汽车，我们的汽车只生产黑色的。

”这是属于（生产）观念。

8、市场营销学开始进入我国的时间是（1978年）。

9、《广州日报》属于（媒介公众）。

10、2009年爆发了全球性“H1N1”疫情，该环境变化对下列哪一行业带来了市场机会（医药行业）。

11、小明本月个人收入为5 000元，税款100元、社保等费用150元、每月必需品支出2 500元，请问以下哪一选项是正确的（个人可支配收入为4750元）。

12、电子商务的发展离不开物流的配送，物流企业属于微观环境中的（营销中介）。

13、许多家长认为龙年是吉祥年，因此都计划生个龙宝宝，2012年是龙年，各地都出现了出生率大幅增长的现象，请问该现象将会给以下哪一行业带来机遇（家政业）？14、肯德基快餐与麦当劳快餐属于（品牌竞争者）竞争者。

15、公路自行车是山路自行车的（产品形式竞争者）。

16、小明通过互联网和朋友了解了很多关于iphone5的信息，决定加入电信的网络，他去到电信营业厅此时他的购买行为属于（全确定型）。

17、小飞去大超市想买一款去头屑的洗发水，但是超市里去头屑的洗发水很多，他一下子迷惑了，不知道该买哪个牌于的洗发水，小飞的购买行为是属于（半确定型）的购买行为。

18、人们特有的信仰、偏好、禁忌等形成的一种亚文化叫做（宗教亚文化）。

国际市场营销

国际市场营销按照企业国际市场营销参与程度,可以将国际市场营销划分为五个阶段。

哪个阶段企业国际市场营销参与程度最高？ [单选题] *A. 非直接对外营销阶段B. 全球营销阶段(正确答案)C. 经常性对外营销阶段D. 国际营销阶段当今符合社会规范的、为人类所普遍接受的满足基本需要的方式是哪一种方式？[单选题] *A. 市场交换(正确答案)B. 沿街乞讨C. 强取豪夺D. 自产自销国际管理定位中的多重中心适合哪个国际市场营销阶段？ [单选题] *A. 非经常性对外营销阶段B. 国际营销阶段(正确答案)C. 全球营销阶段D. 非直接对外营销阶段马斯洛的需要层次理论把人们的需要分成生理需要、安全需要、社会需要、受尊重需要和自我实现需要五个层次，按照马斯洛理论哪一个是推动人们行动的最强大的动力？ [单选题] *A. 受尊重需要B. 生理需要(正确答案)C. 自我实现需要D. 社会需要哪一种国际管理定位对企业的国际化经验和人才要求最高？ [单选题] *A. 全球中心(正确答案)B. 区域中心C. 多重中心D. 种族中心是谁提出的折中理论？ [单选题] *A. 玻尔马特B. 詹姆斯C. 海默D. 邓宁(正确答案)以下哪一个不是市场营销中“市场”所特别强调的？ [单选题] *A. 购买力B. 需求C. 消费者D. 交易地点(正确答案)以下哪一个属于企业相对的可控因素？ [单选题] *A. 东道国环境B. 全球环境C. 母国环境D. 渠道(正确答案)折中理论认为企业必须具备哪些优势才可以进行国际直接投资？ [单选题] *A. 同时拥有三种优势(正确答案)B. 内部化优势C. 企业优势D. 区位优势自我参照准则是国际管理定位中哪一种认识世界的方法？ [单选题] *A. 区域中心B. 多重中心C. 全球中心D. 种族中心(正确答案)“某一中国企业在美国投资建厂，并将该生产的产品在美国市场销售。

”这不属于国际市场营销。

[单选题] *正确答案：错误(正确答案)产品的价值是由消费者的评价和选择决定的,而不是生产成本所决定的。

国际市场营销复习题

国际市场营销复习题1. 在国际市场营销观念发展过程中，以销售为中心的阶段，已从生产为主开始进入（） [单选题] *A.生产停滞B.生产过剩(正确答案)C.经济危机D.市场繁荣2. 国际市场营销观念发展过程中，在以( )为中心的阶段先后产生了生产观念和产品观念 [单选题] *A.产品B.生产(正确答案)C.销售D.消费者3. 联想集团收购IBM的PC业务是( )的表现形式 [单选题] *A.国内营销阶段B.出口营销阶段C.跨国营销阶段(正确答案)D.全球营销阶段4. 强调市场导向和竞争者经营战略相结合的营销观念是( ) [单选题] *A.生产营销观念B.社会市场营销观念C.大市场营销观念D.市场营销观念(正确答案)5. 海尔在世博会期间50多款低碳节能的白色小家电产品，这属于( )营销。

[单选题] *A.关系营销B.绿色营销(正确答案)C.网络营销D.直复营销6. 一个国家生活必需品的市场潜量主要取决于( ) [单选题] *A.人口的规模(正确答案)B.人口的分布C.人口的增长率D.人口的结构7. 国际市场营销与国内市场营销相比，其表现为( ) [单选题] *A.两者的理论来源和基础相同(正确答案)B.两者的营销方式相同C.两者面对的环境相同D.两者的营销难度相同8. 国际市场营销主要着眼于( ) [单选题] *A.国家利益B.地区利益C.企业利益(正确答案)D.消费者利益9. 市场构成要素有( ) *A.人口(正确答案)B.买卖方C.购买力(正确答案)D.收入E.购买欲望(正确答案)10. 决定国际市场营销复杂性的两个主要因素是( ) *A.全球经济环境B.全球化竞争(正确答案)C.全球环境(正确答案)D.全球政治因素E.全球人口因素11. “以产定销”的国际市场营销观念有( ) *A.市场营销观念B.产品观念(正确答案)C.绿色营销观念D.推销观念(正确答案)E.全球营销观念12. 企业开展国际市场营销活动的驱动力主要有( ) *A.扩大市场(正确答案)B.获取竞争优势(正确答案)C.获取更多利润(正确答案)D.获取国内稀缺资源(正确答案)E.企业获得更大声望13. 下列属于国际市场营销基本要素的是 ( ) *A.确定国际目标市场顾客需求(正确答案)B.满足国际目标市场顾客需求(正确答案)C.超越国际市场竞争者D.协调国际市场营销活动(正确答案)E.确认国际目标市场营销环境限制因素(正确答案)14. 企业的全球化决策包括( ) *A.企业的战略全球化决策(正确答案)B.企业组织全球化决策(正确答案)C.企业的产品全球化决策(正确答案)D.企业的品牌全球化决策(正确答案)E.企业的生产全球化决策15. 企业在多个国家进行营销活动，在许多国家设立了子公司进行生产经营活动，同时这些子公司之间没有多少联系，这个企业处于出口营销阶段。

国际市场营销第7章国际市场营销调研习题

第7章国际市场营销学习题一、选择题1. 国际市场营销调研的最后一个环节是（）。

A. 二手资料搜集B. 问卷设计C．数据分析D. 撰写调研报告2. （）就是对所要解决的问题作如实的反映和具体的回答，国际市场营销调研多数属于此类。

A．探测性调研B．描述性调研C．因果关系调研D．预测性调研3. 在企业所在国以外的国家进行的调研项目属于（）。

A. 多国调研B. 交叉文化调研C. 跨国调研D. 国外调研4. （）是营销决策者使用的最基本的信息系统。

A．营销情报系统B．营销调研系统C．营销决策支持系统D．内部报告系统5. 二手资料调研的主要优点是（）。

A．准确性高B．节省时间C．及时准确D. 资料新鲜6. 对国际市场营销企业来说，第四大资源是（）。

A．人B．财C．物D．信息7. 国际营销企业实行在目的市场营销调研的主要优点在于（）。

A．可及时准确地得到所需信息B．目标更加明确C．降低调研成本D．节省时间8. 二手资料经过多次转载容易出错，必须注意其（）。

A．充分性B．相关性C．准确性D．滞后性9. 以下哪种途径获得的信息属于二手资料？（）A．通过访谈B．通过调查问卷C．通过市场试验D．通过报纸、刊物10. 某企业为评价其广告效果对消费者的态度和行为进行的调研是（）。

A. 产品调研B. 促销调研C. 价格调研D. 分销渠道调研11. 某国际企业为提高其老年市场的占有率，计划进行一次营销调研，最不合适的访问法是（）。

A．人员访问B．电话访问C．邮寄访问D．网上访问12. 在设计问卷时，问题的顺序原则上是（）。

A．先易后难B．先难后易C．难易交替D．无所谓13. 某国际企业开展了一次市场调研，以能更好地利用持续变化的市场中出现的机会，这属于营销调研的（）A．描述功能B．预测功能C．诊断功能D．控制功能14. 某国际企业开展了一次市场调研，以能更好地利用持续变化的市场中出现的机会，这属于营销调研的（）。

A．描述功能B．预测功能C．诊断功能D．控制功能15. 国际市场营销调研划分为探测性调研、描述性调研、预测性调研和因果性调研，其划分的标准是（）。

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1 国际贸易理论基础第七章国际市场营销一、单项选择题（下列每题的选项中，只有一个是正确的，请将其代号填在括号内） 1.市场是由一切具有特定的欲望和需求并且愿意和能够以（）来满足此欲望和需求的潜在顾客组成。 A.合作 B.控制 C.组织 D.交换【答案】D 2.（）是一个社会管理过程，在这个过程中个人和群体通过创造、提供、与他人交换有价值的产品而满足自身的需要和欲望。 A.市场推销 B.合作经营 C.市场营销 D.客户服务【答案】C 3.企业国际营销战略必须服从于企业（）战略的要求。 A.国际贸易 B.国际经营 C.国际化 D.国际市场【答案】B 4.多国化营销战略的目标是（） A.占据国际市场 B.占据全球市场 C.占据多个不同的国外市场 D.占据一个国家多个市场【答案】C 5.将业务集中于少数国家的少数细分市场的战略称（）。

A.市场专门化战略 B.区域集中战略 C.多元化战略 D.集中化战略【答案】D 6.企业在进入某一国外市场后对该国的顾客进行的细分称为（）。

A.国际市场细分 B.国际市场组合细分 C.国际市场宏观细分 D.国际市场微观细分【答案】D 7.企业把全部或多数子市场作为目标市场，并为不同的子市场设计不同的营销组合方案的营销策略称（）。

A.无差异性营销策略 B.差异性营销策略 C.集中性营销策略 D.分散性营销策略【答案】B 8.企业所选定作为营销对象的具有某些特定需要的消费者群体称为（）。

A.细分市场 B.目标市场 C.市场主体 D.营销对象【答案】B 2

9.消费者对产品的质量、款式、价格等有不同的要求，而且对企业同一营销策略会做出不同的反应的市场，称为（）。 A.卖方市场 B.买方市场 C.异质市场 D.同质市场【答案】C 10.顾客对产品的需求大致一致，而且对企业同一营销策略反应也十分相似的市场称为（）。 A.卖方市场 B.买方市场 C.异质市场 D.同质市场【答案】D 11.有较大的营销风险的营销策略是（）。 A.无差异性营销策略 B.差异性营销策略 C.分散性营销策略 D.集中性营销策略【答案】D 12.目标营销的基础是（）。 A.市场细分 B.营销环境 C.营销组合 D.营销计划【答案】A 13.文化的主要影响因素是（）。 A.教育 B.语言 C.宗教 D.价值观【答案】C 14.市场细分的概念依据是（）。 A.顾客需求的同质理论 B.顾客需求的异质理论 C.营销目标的同质理论 D.营销目标的异质理论【答案】B 15.家庭规模对于市场营销具有重要参考价值，因为家庭规模小，家庭数目多，就意味着（）。

A.消费品市场潜力小 B.工业品市场潜力小 C.消费品市场潜力大 D.工业品市场潜力大【答案】C 16.用经济标准划分世界市场的一个最简单的方法是将（）作为衡量指标。

A.国民生产总值 B.国内生产总值 C.人均国民生产总值 D.国民生产净值【答案】C 17.如果企业经营的是钢铁、粮食、煤炭等彼此差异不大的产品，则采用（）目标营销策略较合适。

A.分散性 B.集中性 C.差异性 D.无差异性【答案】D 18.出口进入国外市场的经营对象主要是（）。 A.消费品 3

B.有形商品 C.无形商品 D.服务【答案】B 19.产品的功能属于（）。 A.产品的形体层 B.产品的有形特征层 C.产品的核心层 D.产品的附加利益层【答案】C 20.产品生命周期是指（）。 A.从生产制造到退出市场 B.从生产制造到废品回收 C.从投入市场到废品回收 D.从投入市场到退出市场【答案】D 21.销售迅速增长，企业开始赢利。同时快速扩张的产品市场和收益刺激其他厂商，吸引竞争者纷纷介入，新产品这一生命周期阶段是（）。 A.投入期 B.成长期 C.成熟期 D.衰退期【答案】B 22.下列哪种国际产品策略需要花费巨大的成本（）。 A.产品和宣传的双重改变 B.产品延伸，宣传改变 C.产品改变，宣传保持 D.设计并开发全新产品【答案】D 23.企业生产或经营的产品线数目称（）。 A.产品项目 B.产品组合 C.产品组合的广度 D.产品组合的深度【答案】C 24.国际消费品开发策略能最大限度地节省成本的是（）。

A.国际产品标准化策略 B.国际产品相对标准化策略 C.国际产品当地化策略 D.国际产品本国化策略【答案】A 25.有些经营汽车的跨国公司兼并摩托车企业，生产摩托车，实行的是（）。

A.专业化发展 B.同心多样化 C.水平多样化 D.混合多样化【答案】B 26.构成容量很大的现实市场，必须是（）。 A.人口众多而且购买力高 B.购买力高而且购买欲望大 C.人口众多而且购买欲望大 D.人口众多购买力高而且购买欲望大【答案】D 27.对消费者的购买行为具有最为广泛、最深远影响的因素是（）。

A.个人因素 B.社会因素 C.文化因素 4

D.心理因素【答案】C 28.国际市场定位工作不包括下列哪一选项（）。 A.战略定位 B.产品定位 C.形象定位 D.营销定位【答案】D 29.国际营销企业选择目标市场所考虑的第一因素是（）。 A.文化差异 B.市场规模 C.营利性 D.销售额【答案】B 30.同质产品或需求共性较大的产品，宜采用（）。 A.无差异市场营销战略 B.差异市场营销战略 C.集中市场营销战略 D.大量市场营销战略【答案】A 二、多项选择题（"FYEJ每题的选项中，至少有两个是正确的。请将其代号填在括号内） 1.从竞争的角度来区分，国际营销战略有（）。 A.产品竞争战略 B.服务竞争战略 C.广告竞争战略 D.市场竞争战略 E.企业形象战略【答案】ADE 2.从国际化程度不同区分，国际经营战略有（）。 A.一国化战略 B.多国化战略 C.集中化战略 D.国际化战略 E.全球化战略【答案】BDE 3.关于国际化营销战略，正确的有（）。 A.目标是进入国际市场 B.产品来源于国内制造商 C.营销重心仍在国内 D.由国内市场向国际市场扩展 E.目标是占据多个不同的国外市场【答案】ABCD 4.关于多国化营销战略，正确的有（）。 A.目标是占据多个不同的国外市场 B.国外市场与国内市场并重 C.营销重心多元 D.产品在不同市场地域就地生产 E.目标是进入国际市场【答案】ABCD 5.关于全球化营销战略，正确的有（）。 A.目标在全球市场 B.以全球观点来看待各国市场 C.必须定期制定与修正国际战略及其规划 D.实现跨国营销管理 E.目标是进入国际市场【答案】ABCD 6.全球公司实行全球营销的依据是（）。 A.国际交通通信的现代化 B.经济的全球化 5

C.国际市场的统一化 D.国际市场需求的相似性 E.营销管理的一致性【答案】ABC 7.市场扩展与定位战略包括的基本战略有（）。 A.集中化战略 B.区域集中化战略 C.市场集中化战略 D.国别集中化战略 E.多元化战略【答案】ABCE 8.消费品市场的细分标准有（）。 A.家庭规模 B.家庭生命周期 C.生活方式 D.购买频率 E.消费模式【答案】ABCDE 9.工业品市场的细分标准有（）。 A.生产企业 B.政府部门 C.中间商 D.用户地理位置 E.用户规模【答案】ABCDE 10.关于无差异性营销策略，正确的有（）。 A.认为没有必要划分市场 B.用一种标准化的营销组合策略 C.可以增加企业的竞争能力 D.可以实现规模经济效益 E.忽视消费者差异性【答案】ABDE 11.关于集中性营销策略，正确的有（）。 A.目标市场集中在一个或少数几个市场上 B.中小企业采用此策略 C.适用资源有限的企业 D.可以降低经营成本 E.有较大风险【答案】ABCDE 12.制定产品/市场进入策略的要素包括（）。 A.目标产品/市场的选择 B.目标市场的对象和任务 C.目标市场的进入模式的选择 D.目标市场的市场营销计划 E.国际营销的控制系统【答案】ABCDE 13.合同进入模式的内容包括（）。 A.许可证贸易 B.特许 C.技术转让 D.合同制造 E.管理合同【答案】ABCDE 14.出口进入模式的内容包括（）。 A.间接出口 B.直接代理商 C.直接经销商 D.直接分公司 E.直接子公司【答案】ABCDE 6

15.不适于采用无差异营销策略的商品有（）。 A.化肥 B.服装 C.化妆品 D.粮食 E.药品【答案】BCE 16.关于衰退期产品的阐述正确的有（）。 A.销量下降 B.价格下跌 C.利润减少 D.竞争品增多 E.企业应发展新产品取代老产品【答案】ABCDE 17.关于“国际产品生命周期”正确的有（）。 A.此概念是美国雷德蒙•弗农提出的 B.是产品牛命周期理论在国际市场上的运用 C.它的四个阶段是针对创新国而言，而不是针对整个国际市场 D.说明了国际产业结构的变化和转移 E.利用不同市场差异，国际产品生命周期可延长【答案】ABCDE 18.关于产品差异化，正确的有（）。 A.属大量价格竞争策略 B.是相对于产品标准化的一个概念 C.指企业生产出独特产品 D.改变产品赋予消费者的期望 E.扩大产品赋予消费者的期望【答案】BCDE 19.关于产品多样化策略正确的有（）。 A.是相对于产品专业化的概念 B.使消费者从同一厂商处能购买到不同种类和型号的产品

C.同心多样化策略 D.纵向一体化策略 E.复合多样化策略【答案】ABCDE 20.从市场竞争战略选择上看，企业可追求的目标有（）。

A.市场领导者 B.市场防御者 C.市场挑战者 D.市场控制者 E.市场追随者【答案】ACE 21.企业选择目标营销策略应考虑的因素有（）。 A.企业资源条件 B.产品同质性 C.产品生命周期 D.市场同质性 E.竞争对手的营销策略【答案】ABCDE 22.国际营销中市场细分的主要作用是（）。 A.利于发掘新的市场机会 B.利于针对目标市场制订适当的营销方案 C.可使企业获得规模效益 D.可使企业获得竞争优势 E.可使企业适应资源有限这一特点【答案】ABD 23.需求是指人们对某个产品有（）。 A.爱好