Tapping into Global Markets习题及答案详解
高考英语全球问题解决方案单选题30题
高考英语全球问题解决方案单选题30题1. Many countries are taking measures to reduce carbon emissions. Which of the following is NOT an effective way?A. Developing renewable energy sources.B. Increasing the use of fossil fuels.C. Promoting energy conservation.D. Encouraging public transportation.答案：B。
解析：A 选项发展可再生能源是减少碳排放的有效方式。
C 选项促进能源节约也有助于减少碳排放。
D 选项鼓励公共交通可以减少私人车辆的使用，从而降低碳排放。
B 选项增加化石燃料的使用会增加碳排放，不是有效的减少碳排放的方式。
2. In order to protect the environment, some countries have implemented a ban on plastic bags. What is the main advantage of this measure?A. Reducing waste.B. Saving money.C. Increasing convenience.D. Promoting fashion.答案：A。
解析：禁止塑料袋的主要目的是减少塑料垃圾，从而保护环境。
B 选项节省金钱不是主要目的。
C 选项增加便利性错误，禁止塑料袋会在一定程度上降低便利性。
D 选项促进时尚与禁止塑料袋的目的无关。
3. Which of the following actions can help reduce air pollution?A. Burning more coal.B. Planting more trees.C. Driving more cars.D. Using more pesticides.答案：B。
global marketing 习题和答案
Chapter 12Global Placement and Distribution Channels Multiple Choice Questions1.Lorenzo is assessing the internal factors that impact his channel development inthe Middle East. Among other issues, he is considering_________________________________________.A. m arket penetration objectives and the financial strength of his firmB. l ocal regulationsC. c onsumer shopping habits and market sizeD. t he stage of the product’s life cycle2.Adeena is finalizing her distribution strategy in Indonesia, and is developingstatistics regarding local regulations, the competitive climate, and consumershopping habits there. Adeena is assessing ________________________.A. b oth internal and external factorsB. t he stage of the product life cycleC. e xternal factorsD. i nternal factorsTrue / False Questions3.Choosing indirect export as an international market entry mode will providecomplete control of the foreign marketing strategy.True False4.Strategic alliances and franchising agreements allow constant monitoring of salesactivities abroad.True FalseMultiple Choice Questions5.In Europe, products such as milk, snack foods, and cigarettes are purchased withhigh frequency, and found in almost every possible outlet. The distributionstrategy used for these types of items would be ____________________.A. s pecialtyB. e xclusiveC. s electiveD. i ntensive6.High end kitchen cookware manufacturer LeCreuset’s p roducts are widelyavailable through specialized retailers such as Bed, Bath and Beyond, and can also be found at department store chains such as Macys. However, the product is not heavily distributed through other types of retailers such as discount stores.LeCreuset’s distribution strategy would be considered ________________.A. i ntensiveB. s electiveC. e xclusiveD. d ual7.In an exclusive distribution strategy, ___________________________________.A. o nly a limited number of retailers have the right to sell products in their specificterritoriesB. p roduct is made available exclusively through online salesC. c ompetitive products are not allowed to be sold in the same storeD. p roducts are sold in every available distribution outlet8.Rolex watches employs a(n) _______________________ distribution strategy.A. l imitedB. s electiveC. i ntensiveD. e xclusive9.Beechwood Gums has identified a high market penetration as one of its keyobjectives in pursuing the market in Russia. Accordingly, it will require a(n)_______________ distribution strategy, and a _____________ financial investment.A. s elective, moderateB. e xclusive, minimalC. i ntensive, largeD. i ntensive, minimalTrue / False Questions10.The intimacy of distributor relationships is more intense as the complexity of theproduct increases.True FalseMultiple Choice Questions11.Mary Kay, Amway, and Avon lost significant sales in China due to the nature oftheir distribution network and the __________________ environment.A. s ocioculturalB. l egal/regulatoryC. t echnologicalD. e conomicTrue / False Questions12.The type of distribution outlets used for a specific product in multiple foreignmarkets is one factor that is easily standardized.True False13.The stage of the product life cycle in which your product is currently operating isone consideration in distribution strategy development.True FalseMultiple Choice Questions14.In Yemen, consumer products are primarily distributed via small, often mobil retailkiosks situated in a local souk, or town marketplace. Residential luxuries such as refrigerators are not as readily available, so food and other items are purchased on a daily basis. This scenario speaks to the dimensions of _______________ and ______________ which must be considered when establishing a foreign market distribution strategy.A. c onsumer shopping habits, outlet preferencesB. m arket size, consumer distributionC. l ife cycle stage, regulationsD. e conomics, educationTrue / False Questions15.Procter and Gamble’s venture into rural Chinese consumer products distributionhas not produced satisfactory results for the firm.True False16.In a growing economy it is expected that retail and wholesale institutionsbecomes larger and more specialized, while less efficient intermediaries exit the market.True FalseMultiple Choice Questions17.When Greatlands Beer salespeople sell their products to consumers at holidayevents and fairs across the U.K., they are employing this type of distribution.A. i ntensiveB. b usiness to businessC. i ndirectD. d irect18.The food brokers and supermarkets who sell Mertensen’s salt to the consumerare classified as ___________________.A. d istribution centersB. w holesalersC. i ntermediariesD. p rincipals19.The number of levels and types of intermediaries which perform some work tobring the product to the final user defines distribution channel ______________.A. m ixB. b readthC. w idthD. l ength20.If Wendy is assessing her distribution network on the basis of the types ofretailers to whom she sells; for example, convenience stores, department stores, and discount outlets, she is analyzing channel ________________.A. w idthB. l engthC. d irectnessD. s tandardization21.Invotech sells the latest in large scale printing equipment to wallpaper producers,who depend on the firm for continuous service and technical support. Invotech’s best option for distribution involves ________________________.A. d irect sales through an internal sales forceB. i ndirect sales involving distributors and retailersC. t hree-tiered distributionD. i ndirect sales involving distributorsTrue / False Questions22.Online purchases are typically confined to products like books and airline tickets.True FalseMultiple Choice Questions23.Intermediaries perform all of these functions except ________________________.A. a fter-sales serviceB. s ellingC. p roduct developmentD. p romotion24.The benefits of using intermediaries in foreign markets include all of these except________________________.A. i ncreased control of pricing policy at various channel stagesB. r eduction in the number of exchangesC. r eduction of cultural barriersD. s implification of the selling process25.A. h orizontalB. V MSC. W hen intermediaries are independent and they act as if they are running aseparate business they are participating in a ____________________distribution channel.D. v ertical26.Wal-Mart stores depend in large part on their suppliers to monitor Wal-Mart’sinventory levels at their various distribution centers. When supplies of a particular product are diminished, it is up to the suppliers themselves to place reorders on behalf of Wal-Mart. This arrangement would reflect the cooperation found in_______________.A. d iagonal marketing systemB. t raditional marketing systemC. h orizontal marketing systemD. v ertical marketing system27.Royal Crest Soda bottlers around the world, under contract with Royal Crest, arecharged with the compounding of ingredients to produce Royal Crest products and subsequently distribute the finished goods. These bottlers are representative of ___________________ VMS.A. c orporateB. c ontractualC. a dministrativeD. i ntegration28.When manufacturers create sales branches and offices that perform thewholesale function, they are creating a(n) ______________ VMS system.A. c orporateB. c ontractualC. a dministrativeD. a rm's length29.Hampton Road is an exclusive manufacturer and marketer of luxury, high endluggage and travel accessories. As it expands to the Indian market, it is notsatisfied with the distribution partners available there, fearing that they do not exhibit the right image for the brand. Hampton Road should consider_____________________________.A. d irect-to-consumer salesB. c ontract manufacturingC. f orward integration by company-owned storesD. e liminating plans to market in India30.Hernando works for Global Industrial Sales Corporation. He sells a large numberof diverse but related product lines for manufacturers that produce construction-related products. Acting on behalf of the manufacturers, he obtains salescontracts and forwards them directly to his principals without taking title to the goods. Hernando is compensated via commission on sales. Global Industrial Sales Corporation represents a(n) ____________________________.A. a gentB. w holesalerC. d istributorD. r etailer31.When CCD Industries buys cleaning products from KleenRite Chemicals andresells them to the hospitality industry, they are performing a(n) ____________ function.A. r etailerB. w holesalerC. i ndustrial agentD. m anufacturer's representative32.Auckland Supply provides purchases and resells on behalf of many industrieswho manufacture safety equipment for use in production facilities and medical institutions. While the company takes title to the goods, they do not inventory the items, which are drop-shipped directly to the purchasers from the manufacturer.Auckland is an example of a(n) _____________________.A. b rokerB. a gentC. f ull-service wholesalerD. l imited-service wholesalerTrue / False Questions33.Due to limited income levels in underdeveloped country markets, sales aretypically made on a direct basis without the use of wholesalers in order to reduce end-user prices.True False34.In foreign markets, wholesaler power is concentrated in the hands of a fewcompanies that operate on a nationwide basis.True FalseMultiple Choice Questions35.Edgemont has a network of 200 outlets across Europe. The company purchasesand inventories products, then resells the items to consumers while providing after sales services. Edgemont is a(n)A. a gentB. d istributorC. r etailerD. w holesalerTrue / False Questions36.Because of the similarities in geography, culture, and consumer buying behavior,retailing formats for groceries in Europe are congruous from country to country.True False37.Retailing giant Tesco is successful in global markets primarily due to its ability tostandardize retail formats among markets and take advantage of the consequent economies of scale.True FalseMultiple Choice Questions38.Helga is conducting extensive research on CoreMark Construction ProductDistributors in Hong Kong. She is dissecting the company’s financial statements and credit ratings and reading up on CoreMark brand’s influence in themarketplace.A. H elga is considering CoreMark as a distributor partner in Hong Kong.B. H elga has signed CoreMark as her new distributor in Hong Kong.C. H elga has decided to terminate her partnership with CoreMark in Hong Kong.D. H elga has recently acquired CoreMark.39.When Michelin taught its distributors how to promote its new line of tires based ontheir superior product characteristics, they exhibited the channel management practice of __________.A. c overage managementB. m otivational programsC. p erformance managementD. c apability-building programsTrue / False Questions40.Distributor partners are motivated primarily through the provision of monetarybenefits such as higher commissions.True FalseChapter 12 Global Placement and Distribution Channels Answer Key Multiple Choice Questions1.Lorenzo is assessing the internal factors that impact his channel developmentin the Middle East. Among other issues, he is considering_________________________________________.A.m arket penetration objectives and the financial strength of his firmB.l ocal regulationsC.c onsumer shopping habits and market sizeD.t he stage of the product’s life cycleCorrect!2.Adeena is finalizing her distribution strategy in Indonesia, and is developingstatistics regarding local regulations, the competitive climate, and consumershopping habits there. Adeena is assessing ________________________.A.b oth internal and external factorsB.t he stage of the product life cycleC.e xternal factorsD.i nternal factorsThere are no internal factors included in Adeena's research.True / False Questions3.Choosing indirect export as an international market entry mode will providecomplete control of the foreign marketing strategy.FALSEChoosing indirect export as an international market entry mode often forces the company to delegate its distribution choices to a foreign partner.4.Strategic alliances and franchising agreements allow constant monitoring ofsales activities abroad.TRUECorrect!Multiple Choice Questions5.In Europe, products such as milk, snack foods, and cigarettes are purchasedwith high frequency, and found in almost every possible outlet. The distribution strategy used for these types of items would be ____________________.A.s pecialtyB.e xclusiveC.s electiveD.i ntensive'Specialty' is not considered a type of distribution strategy, but in dealing withthe products noted in the question, it would be clear that these are not specialty items.6.Hig h end kitchen cookware manufacturer LeCreuset’s products are widelyavailable through specialized retailers such as Bed, Bath and Beyond, and can also be found at department store chains such as Macys. However, the product is not heavily distributed through other types of retailers such as discountstores. LeCreuset’s distribution strategy would be considered________________.A.i ntensiveB.s electiveC.e xclusiveD.d ualBecause LeCreuset's distribution is through specialized retailers it would not be considered intensive.7.In an exclusive distribution strategy, ___________________________________.A.o nly a limited number of retailers have the right to sell products in theirspecific territoriesB.p roduct is made available exclusively through online salesC.c ompetitive products are not allowed to be sold in the same storeD.p roducts are sold in every available distribution outletCorrect!8.Rolex watches employs a(n) _______________________ distribution strategy.A.l imitedB.s electiveC.i ntensiveD.e xclusiveThe term 'limited' is not one which is used to describe a specific distributionstrategy.9.Beechwood Gums has identified a high market penetration as one of its keyobjectives in pursuing the market in Russia. Accordingly, it will require a(n)_______________ distribution strategy, and a _____________ financialinvestment.A.s elective, moderateB.e xclusive, minimalC.i ntensive, largeD.i ntensive, minimalThe goal of high market penetration, and the nature of the product, indicate that selective distribution would be an inappropriate strategy for this product.True / False Questions10.The intimacy of distributor relationships is more intense as the complexity ofthe product increases.TRUECorrect!Multiple Choice Questions11.Mary Kay, Amway, and Avon lost significant sales in China due to the nature oftheir distribution network and the __________________ environment.A.s ocioculturalB.l egal/regulatoryC.t echnologicalD.e conomicThese firms' Chinese sales were limited by new regulations which requiredtheir salespeople to pass an exam administered by local authorities. Thiswould not be a sociocultural restriction.True / False Questions12.The type of distribution outlets used for a specific product in multiple foreignmarkets is one factor that is easily standardized.FALSERefer to Table 12-1 to see how dispersed just one product category can be in terms of distribution strategy in varied global markets.13.The stage of the product life cycle in which your product is currently operatingis one consideration in distribution strategy development.TRUECorrect!Multiple Choice Questions14.In Yemen, consumer products are primarily distributed via small, often mobilretail kiosks situated in a local souk, or town marketplace. Residential luxuries such as refrigerators are not as readily available, so food and other items are purchased on a daily basis. This scenario speaks to the dimensions of_______________ and ______________ which must be considered whenestablishing a foreign market distribution strategy.A.c onsumer shopping habits, outlet preferencesB.m arket size, consumer distributionC.l ife cycle stage, regulationsD.e conomics, educationCorrect!True / False Questions15.Procter and Gamble’s venture into rural Chinese consumer productsdistribution has not produced satisfactory results for the firm.FALSESee Box 12-1 in your text for further details.16.In a growing economy it is expected that retail and wholesale institutionsbecomes larger and more specialized, while less efficient intermediaries exit the market.TRUECorrect!Multiple Choice Questions17.When Greatlands Beer salespeople sell their products to consumers at holidayevents and fairs across the U.K., they are employing this type of distribution.A.i ntensiveB.b usiness to businessC.i ndirectD.d irectThe strategy would not be considered intensive as it involves only a limitedtype of retail outlet.18.The food brokers and supermarkets who sell Mertensen’s salt to the consumerare classified as ___________________.A.d istribution centersB.w holesalersC.i ntermediariesD.p rincipalsDistribution centers are large scale warehouses and not a form of channelpartner.19.The number of levels and types of intermediaries which perform some work tobring the product to the final user defines distribution channel ______________.A.m ixB.b readthC.w idthD.l engthSee Figure 12-2 for more details.20.If Wendy is assessing her distribution network on the basis of the types ofretailers to whom she sells; for example, convenience stores, departmentstores, and discount outlets, she is analyzing channel ________________.A.w idthB.l engthC.d irectnessD.s tandardizationCorrect!21.Invotech sells the latest in large scale printing equipment to wallpaperproducers, who depend on the firm for continuous service and technicalsupport. Invotech’s best option for distribution involves________________________.A.d irect sales through an internal sales forceB.i ndirect sales involving distributors and retailersC.t hree-tiered distributionD.i ndirect sales involving distributorsCorrect!True / False Questions22.Online purchases are typically confined to products like books and airlinetickets.FALSEGlobal studies confirm that online purchases are being made in categories such as clothing and electronic equipment, as well as many others.Multiple Choice Questions23.Intermediaries perform all of these functions except________________________.A.a fter-sales serviceB.s ellingC.p roduct developmentD.p romotionAfter-sales service on behalf of the manufacturer is one of the key value-added functions of an intermediary.24.The benefits of using intermediaries in foreign markets include all of theseexcept ________________________.A.i ncreased control of pricing policy at various channel stagesB.r eduction in the number of exchangesC.r eduction of cultural barriersD.s implification of the selling processCorrect!25.A.h orizontalB.V MSC.W hen intermediaries are independent and they act as if they are running aseparate business they are participating in a____________________distribution channel.D.v ertical'Horizontal' distribution is not a type of marketing system.26.Wal-Mart stores depend in large part on their suppliers to monitor Wal-Mart’sinventory levels at their various distribution centers. When supplies of aparticular product are diminished, it is up to the suppliers themselves to place reorders on behalf of Wal-Mart. This arrangement would reflect the cooperation found in _______________.A.d iagonal marketing systemB.t raditional marketing systemC.h orizontal marketing systemD.v ertical marketing system'Diagonal' is not a term associated with a distribution system.27.Royal Crest Soda bottlers around the world, under contract with Royal Crest,are charged with the compounding of ingredients to produce Royal Crestproducts and subsequently distribute the finished goods. These bottlers arerepresentative of ___________________ VMS.A.c orporateB.c ontractualC.a dministrativeD.i ntegrationIn the Corporate VMS, the control is determined through the ownership of the company. The question indicates the bottlers are not related to Royal Crest by ownership, therefore this answer is incorrect.28.When manufacturers create sales branches and offices that perform thewholesale function, they are creating a(n) ______________ VMS system.A.c orporateB.c ontractualC.a dministrativeD.a rm's lengthCorrect!29.Hampton Road is an exclusive manufacturer and marketer of luxury, high endluggage and travel accessories. As it expands to the Indian market, it is notsatisfied with the distribution partners available there, fearing that they do not exhibit the right image for the brand. Hampton Road should consider_____________________________.A.d irect-to-consumer salesB.c ontract manufacturingC.f orward integration by company-owned storesD.e liminating plans to market in IndiaThis method of distribution would not be optimum for a marketer of high end, prestige products.30.Hernando works for Global Industrial Sales Corporation. He sells a largenumber of diverse but related product lines for manufacturers that produce construction-related products. Acting on behalf of the manufacturers, heobtains sales contracts and forwards them directly to his principals withouttaking title to the goods. Hernando is compensated via commission on sales.Global Industrial Sales Corporation represents a(n)____________________________.A.a gentB.w holesalerC.d istributorD.r etailerCorrect!31.When CCD Industries buys cleaning products from KleenRite Chemicals andresells them to the hospitality industry, they are performing a(n) ____________ function.A.r etailerB.w holesalerC.i ndustrial agentD.m anufacturer's representativeCCD is not selling to consumers, therefore their function cannot be one of a retailer.32.Auckland Supply provides purchases and resells on behalf of many industrieswho manufacture safety equipment for use in production facilities and medical institutions. While the company takes title to the goods, they do not inventory the items, which are drop-shipped directly to the purchasers from themanufacturer. Auckland is an example of a(n) _____________________.A.b rokerB.a gentC.f ull-service wholesalerD.l imited-service wholesalerAuckland cannot be considered a broker as the firm does take title to thegoods.True / False Questions33.Due to limited income levels in underdeveloped country markets, sales aretypically made on a direct basis without the use of wholesalers in order toreduce end-user prices.FALSEWholesalers are beneficial in underdeveloped country markets as they are able to handle a large variety of low price products.34.In foreign markets, wholesaler power is concentrated in the hands of a fewcompanies that operate on a nationwide basis.FALSEThis type of power concentration in wholesaling activities is an importantconsideration in distribution strategy development.Multiple Choice Questions35.Edgemont has a network of 200 outlets across Europe. The companypurchases and inventories products, then resells the items to consumers while providing after sales services. Edgemont is a(n)A.a gentB.d istributorC.r etailerD.w holesalerBecause Edgemont does purchase the goods prior to resale it cannot beclassified as an agent.True / False Questions36.Because of the similarities in geography, culture, and consumer buyingbehavior, retailing formats for groceries in Europe are congruous from country to country.FALSEThere are considerable differences in geography, culture, and consumerbuying behavior from market to market within Europe, and for that reason,retailing formats are quite differentiated.37.Retailing giant Tesco is successful in global markets primarily due to its abilityto standardize retail formats among markets and take advantage of theconsequent economies of scale.FALSESee Box 12-3 for further details.Multiple Choice Questions38.Helga is conducting extensive research on CoreMark Construction ProductDistributors in Hong Kong. She is dissecting the company’s financialstatements and credit ratings and reading up on CoreMark brand’s influenc e in the marketplace.A.H elga is considering CoreMark as a distributor partner in Hong Kong.B.H elga has signed CoreMark as her new distributor in Hong Kong.C.H elga has decided to terminate her partnership with CoreMark in HongKong.D.H elga has recently acquired CoreMark.Correct!39.When Michelin taught its distributors how to promote its new line of tires basedon their superior product characteristics, they exhibited the channelmanagement practice of __________.A.c overage managementB.m otivational programsC.p erformance managementD.c apability-building programsThis term would refer to the method in which distributor territory responsibilities are identified, not training programs.True / False Questions40.Distributor partners are motivated primarily through the provision of monetarybenefits such as higher commissions.FALSEIt is often non-monetary benefits that motivate distributor loyalty and saleseffort.。
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、。
global marketing 习题和答案
global marketing 习题和答案Chapter 11Setting Global PricesTrue / False Questions1. If a company is selling a commodity-type of product or service, then quality will bethe driving factor determining sales.True False2. Companies that have a strong brand image relative to competition are oftensubjected to price pressures.True FalseMultiple Choice Questions3. To be price competitive in the Chinese toothpaste market, Proctor and Gamble_______________________________.A. introduced a new product with lower manufacturing costsB. reduced price and profit to meet Chinese consumer requirementsC. reduced the number of channel partners in ChinaD. significantly reduced the amount of toothpaste in each package4. India-based Arvind Ltd. produces products for Wrangler and Tommy Hilfiger andalso produces price-appropriate “Ruff & Tuff” jeans in India via_________________________________________________.A. use of substandard fabricB. a USD 6.00 ‘sew it yourself’ kitC. cost reductions resulting from low levels of advertisingD. significantly reduced profits5. The two dimensions of the consumer's perceived price of a product include________________________________.A. core price and supplemental priceB. company and consumer pricesC. retail and wholesale pricesD. monetary and non-monetary prices6. Lu-Ann has finally decided to join the ranks of PC users after years of being aloyal Mac devotee. When she starts using her new PC she is uncomfortable with the differences in operation, and realizes she will have to spend several hours ‘re-learning’ her PC operating skills. Lu-Ann’s situation is representative of a ____________________________________.A. monetary priceB. non-monetary priceC. PC priceD. promotional priceTrue / False Questions7. Non-monetary price represents the idea the consumer’s perception of a price ascheap or expensive.True FalseMultiple Choice Questions8. Max perceives himself to be a rational thinker. When determining which brand offlatscreen television to purchase, he analyzes the price of the item in relation to its specifications, and service warranties to find the productwith the lowest total expected cost. Max applies the ____________ choice strategy.A. sale priceB. price-averseC. best valueD. price-seeking9. Emma’s selection of an $80.00 coffee maker instead of a $35.00 coffee makerwith similar features marks her as a consumer who makes __________ choices.A. price-seekingB. best-valueC. price-averseD. sale priceTrue / False Questions10. Globalization has resulted in a convergence of consumer price perceptions.True False11. Consumer rationality has been aided by the growing use of the Internet forshopping.True FalseMultiple Choice Questions12. A combination of price and prestige sensitivity in China has contributed to_____________________________________.A. a large black market for counterfeit brandsB. an inability for U.S. firms to be successful thereC. large and rapid profitability for foreign firms entering the Chinese marketD. a lack of interest in prestige brands感谢您的阅读，祝您生活愉快。
Global marketing 习题和答案
Chapter 12Global Placement and Distribution Channels Multiple Choice Questions1.Lorenzo is assessing the internal factors that impact his channel development inthe Middle East. Among other issues, he is considering_________________________________________.A. m arket penetration objectives and the financial strength of his firmB. l ocal regulationsC. c onsumer shopping habits and market sizeD. t he stage of the product’s life cycle2.Adeena is finalizing her distribution strategy in Indonesia, and is developingstatistics regarding local regulations, the competitive climate, and consumershopping habits there. Adeena is assessing ________________________.A. b oth internal and external factorsB. t he stage of the product life cycleC. e xternal factorsD. i nternal factorsTrue / False Questions3.Choosing indirect export as an international market entry mode will providecomplete control of the foreign marketing strategy.True False4.Strategic alliances and franchising agreements allow constant monitoring of salesactivities abroad.True FalseMultiple Choice Questions5.In Europe, products such as milk, snack foods, and cigarettes are purchased withhigh frequency, and found in almost every possible outlet. The distributionstrategy used for these types of items would be ____________________.A. s pecialtyB. e xclusiveC. s electiveD. i ntensive6.High end kitchen cookware manufacturer LeCreuset’s products are widelyavailable through specialized retailers such as Bed, Bath and Beyond, and can also be found at department store chains such as Macys. However, the product is not heavily distributed through other types of retailers such as discount stores.LeCreuset’s distribution strategy would be considered ________________.A. i ntensiveB. s electiveC. e xclusiveD. d ual7.In an exclusive distribution strategy, ___________________________________.A. o nly a limited number of retailers have the right to sell products in their specificterritoriesB. p roduct is made available exclusively through online salesC. c ompetitive products are not allowed to be sold in the same storeD. p roducts are sold in every available distribution outlet8.Rolex watches employs a(n) _______________________ distribution strategy.A. l imitedB. s electiveC. i ntensiveD. e xclusive9.Beechwood Gums has identified a high market penetration as one of its keyobjectives in pursuing the market in Russia. Accordingly, it will require a(n)_______________ distribution strategy, and a _____________ financial investment.A. s elective, moderateB. e xclusive, minimalC. i ntensive, largeD. i ntensive, minimalTrue / False Questions10.The intimacy of distributor relationships is more intense as the complexity of theproduct increases.True FalseMultiple Choice Questions11.Mary Kay, Amway, and Avon lost significant sales in China due to the nature oftheir distribution network and the __________________ environment.A. s ocioculturalB. l egal/regulatoryC. t echnologicalD. e conomicTrue / False Questions12.The type of distribution outlets used for a specific product in multiple foreignmarkets is one factor that is easily standardized.True False13.The stage of the product life cycle in which your product is currently operating isone consideration in distribution strategy development.True FalseMultiple Choice Questions14.In Yemen, consumer products are primarily distributed via small, often mobil retailkiosks situated in a local souk, or town marketplace. Residential luxuries such as refrigerators are not as readily available, so food and other items are purchased on a daily basis. This scenario speaks to the dimensions of _______________ and ______________ which must be considered when establishing a foreign market distribution strategy.A. c onsumer shopping habits, outlet preferencesB. m arket size, consumer distributionC. l ife cycle stage, regulationsD. e conomics, educationTrue / False Questions15.Procter and Gamble’s venture into rural Chinese consumer products distributionhas not produced satisfactory results for the firm.True False16.In a growing economy it is expected that retail and wholesale institutionsbecomes larger and more specialized, while less efficient intermediaries exit the market.True FalseMultiple Choice Questions17.When Greatlands Beer salespeople sell their products to consumers at holidayevents and fairs across the U.K., they are employing this type of distribution.A. i ntensiveB. b usiness to businessC. i ndirectD. d irect18.The food brokers and supermarkets who sell Mertensen’s salt to the consumerare classified as ___________________.A. d istribution centersB. w holesalersC. i ntermediariesD. p rincipals19.The number of levels and types of intermediaries which perform some work tobring the product to the final user defines distribution channel ______________.A. m ixB. b readthC. w idthD. l ength20.If Wendy is assessing her distribution network on the basis of the types ofretailers to whom she sells; for example, convenience stores, department stores, and discount outlets, she is analyzing channel ________________.A. w idthB. l engthC. d irectnessD. s tandardization21.Invotech sells the latest in large scale printing equipment to wallpaper producers,who depend on the firm for continuous service and technical support. Invotech’s best option for distribution involves ________________________.A. d irect sales through an internal sales forceB. i ndirect sales involving distributors and retailersC. t hree-tiered distributionD. i ndirect sales involving distributorsTrue / False Questions22.Online purchases are typically confined to products like books and airline tickets.True FalseMultiple Choice Questions23.Intermediaries perform all of these functions except ________________________.A. a fter-sales serviceB. s ellingC. p roduct developmentD. p romotion24.The benefits of using intermediaries in foreign markets include all of these except________________________.A. i ncreased control of pricing policy at various channel stagesB. r eduction in the number of exchangesC. r eduction of cultural barriersD. s implification of the selling process25.A. h orizontalB. V MSC. W hen intermediaries are independent and they act as if they are running aseparate business they are participating in a ____________________distribution channel.D. v ertical26.Wal-Mart stores depend in large part on their suppliers to monitor Wal-Mart’sinventory levels at their various distribution centers. When supplies of a particular product are diminished, it is up to the suppliers themselves to place reorders on behalf of Wal-Mart. This arrangement would reflect the cooperation found in_______________.A. d iagonal marketing systemB. t raditional marketing systemC. h orizontal marketing systemD. v ertical marketing system27.Royal Crest Soda bottlers around the world, under contract with Royal Crest, arecharged with the compounding of ingredients to produce Royal Crest products and subsequently distribute the finished goods. These bottlers are representative of ___________________ VMS.A. c orporateB. c ontractualC. a dministrativeD. i ntegration28.When manufacturers create sales branches and offices that perform thewholesale function, they are creating a(n) ______________ VMS system.A. c orporateB. c ontractualC. a dministrativeD. a rm's length29.Hampton Road is an exclusive manufacturer and marketer of luxury, high endluggage and travel accessories. As it expands to the Indian market, it is notsatisfied with the distribution partners available there, fearing that they do not exhibit the right image for the brand. Hampton Road should consider_____________________________.A. d irect-to-consumer salesB. c ontract manufacturingC. f orward integration by company-owned storesD. e liminating plans to market in India30.Hernando works for Global Industrial Sales Corporation. He sells a large numberof diverse but related product lines for manufacturers that produce construction-related products. Acting on behalf of the manufacturers, he obtains salescontracts and forwards them directly to his principals without taking title to the goods. Hernando is compensated via commission on sales. Global Industrial Sales Corporation represents a(n) ____________________________.A. a gentB. w holesalerC. d istributorD. r etailer31.When CCD Industries buys cleaning products from KleenRite Chemicals andresells them to the hospitality industry, they are performing a(n) ____________ function.A. r etailerB. w holesalerC. i ndustrial agentD. m anufacturer's representative32.Auckland Supply provides purchases and resells on behalf of many industrieswho manufacture safety equipment for use in production facilities and medical institutions. While the company takes title to the goods, they do not inventory the items, which are drop-shipped directly to the purchasers from the manufacturer.Auckland is an example of a(n) _____________________.A. b rokerB. a gentC. f ull-service wholesalerD. l imited-service wholesalerTrue / False Questions33.Due to limited income levels in underdeveloped country markets, sales aretypically made on a direct basis without the use of wholesalers in order to reduce end-user prices.True False34.In foreign markets, wholesaler power is concentrated in the hands of a fewcompanies that operate on a nationwide basis.True FalseMultiple Choice Questions35.Edgemont has a network of 200 outlets across Europe. The company purchasesand inventories products, then resells the items to consumers while providing after sales services. Edgemont is a(n)A. a gentB. d istributorC. r etailerD. w holesalerTrue / False Questions36.Because of the similarities in geography, culture, and consumer buying behavior,retailing formats for groceries in Europe are congruous from country to country.True False37.Retailing giant Tesco is successful in global markets primarily due to its ability tostandardize retail formats among markets and take advantage of the consequent economies of scale.True FalseMultiple Choice Questions38.Helga is conducting extensive research on CoreMark Construction ProductDistributors in Hong Kong. She is dissecting the company’s financial statements and credit ratings and reading up on CoreMark brand’s influence in themarketplace.A. H elga is considering CoreMark as a distributor partner in Hong Kong.B. H elga has signed CoreMark as her new distributor in Hong Kong.C. H elga has decided to terminate her partnership with CoreMark in Hong Kong.D. H elga has recently acquired CoreMark.39.When Michelin taught its distributors how to promote its new line of tires based ontheir superior product characteristics, they exhibited the channel management practice of __________.A. c overage managementB. m otivational programsC. p erformance managementD. c apability-building programsTrue / False Questions40.Distributor partners are motivated primarily through the provision of monetarybenefits such as higher commissions.True FalseChapter 12 Global Placement and Distribution Channels Answer Key Multiple Choice Questions1.Lorenzo is assessing the internal factors that impact his channel developmentin the Middle East. Among other issues, he is considering_________________________________________.A.m arket penetration objectives and the financial strength of his firmB.l ocal regulationsC.c onsumer shopping habits and market sizeD.t he stage of the product’s life cycleCorrect!2.Adeena is finalizing her distribution strategy in Indonesia, and is developingstatistics regarding local regulations, the competitive climate, and consumershopping habits there. Adeena is assessing ________________________.A.b oth internal and external factorsB.t he stage of the product life cycleC.e xternal factorsD.i nternal factorsThere are no internal factors included in Adeena's research.True / False Questions3.Choosing indirect export as an international market entry mode will providecomplete control of the foreign marketing strategy.FALSEChoosing indirect export as an international market entry mode often forces the company to delegate its distribution choices to a foreign partner.4.Strategic alliances and franchising agreements allow constant monitoring ofsales activities abroad.TRUECorrect!Multiple Choice Questions5.In Europe, products such as milk, snack foods, and cigarettes are purchasedwith high frequency, and found in almost every possible outlet. The distribution strategy used for these types of items would be ____________________.A.s pecialtyB.e xclusiveC.s electiveD.i ntensive'Specialty' is not considered a type of distribution strategy, but in dealing withthe products noted in the question, it would be clear that these are not specialty items.6.High end kitchen cookware manufacturer LeCreuset’s products are widelyavailable through specialized retailers such as Bed, Bath and Beyond, and can also be found at department store chains such as Macys. However, the product is not heavily distributed through other types of retailers such as discountstores. LeCreuset’s distribut ion strategy would be considered________________.A.i ntensiveB.s electiveC.e xclusiveD.d ualBecause LeCreuset's distribution is through specialized retailers it would not be considered intensive.7.In an exclusive distribution strategy, ___________________________________.A.o nly a limited number of retailers have the right to sell products in theirspecific territoriesB.p roduct is made available exclusively through online salesC.c ompetitive products are not allowed to be sold in the same storeD.p roducts are sold in every available distribution outletCorrect!8.Rolex watches employs a(n) _______________________ distribution strategy.A.l imitedB.s electiveC.i ntensiveD.e xclusiveThe term 'limited' is not one which is used to describe a specific distributionstrategy.9.Beechwood Gums has identified a high market penetration as one of its keyobjectives in pursuing the market in Russia. Accordingly, it will require a(n)_______________ distribution strategy, and a _____________ financialinvestment.A.s elective, moderateB.e xclusive, minimalC.i ntensive, largeD.i ntensive, minimalThe goal of high market penetration, and the nature of the product, indicate that selective distribution would be an inappropriate strategy for this product.True / False Questions10.The intimacy of distributor relationships is more intense as the complexity ofthe product increases.TRUECorrect!Multiple Choice Questions11.Mary Kay, Amway, and Avon lost significant sales in China due to the nature oftheir distribution network and the __________________ environment.A.s ocioculturalB.l egal/regulatoryC.t echnologicalD.e conomicThese firms' Chinese sales were limited by new regulations which requiredtheir salespeople to pass an exam administered by local authorities. Thiswould not be a sociocultural restriction.True / False Questions12.The type of distribution outlets used for a specific product in multiple foreignmarkets is one factor that is easily standardized.FALSERefer to Table 12-1 to see how dispersed just one product category can be in terms of distribution strategy in varied global markets.13.The stage of the product life cycle in which your product is currently operatingis one consideration in distribution strategy development.TRUECorrect!Multiple Choice Questions14.In Yemen, consumer products are primarily distributed via small, often mobilretail kiosks situated in a local souk, or town marketplace. Residential luxuries such as refrigerators are not as readily available, so food and other items are purchased on a daily basis. This scenario speaks to the dimensions of_______________ and ______________ which must be considered whenestablishing a foreign market distribution strategy.A.c onsumer shopping habits, outlet preferencesB.m arket size, consumer distributionC.l ife cycle stage, regulationsD.e conomics, educationCorrect!True / False Questions15.Procter and Gamble’s venture into rural Chinese consumer productsdistribution has not produced satisfactory results for the firm.FALSESee Box 12-1 in your text for further details.16.In a growing economy it is expected that retail and wholesale institutionsbecomes larger and more specialized, while less efficient intermediaries exit the market.TRUECorrect!Multiple Choice Questions17.When Greatlands Beer salespeople sell their products to consumers at holidayevents and fairs across the U.K., they are employing this type of distribution.A.i ntensiveB.b usiness to businessC.i ndirectD.d irectThe strategy would not be considered intensive as it involves only a limitedtype of retail outlet.18.The food brokers and supermarkets who sell Mertensen’s salt to the consumerare classified as ___________________.A.d istribution centersB.w holesalersC.i ntermediariesD.p rincipalsDistribution centers are large scale warehouses and not a form of channelpartner.19.The number of levels and types of intermediaries which perform some work tobring the product to the final user defines distribution channel ______________.A.m ixB.b readthC.w idthD.l engthSee Figure 12-2 for more details.20.If Wendy is assessing her distribution network on the basis of the types ofretailers to whom she sells; for example, convenience stores, departmentstores, and discount outlets, she is analyzing channel ________________.A.w idthB.l engthC.d irectnessD.s tandardizationCorrect!21.Invotech sells the latest in large scale printing equipment to wallpaperproducers, who depend on the firm for continuous service and technicalsupport. Invotech’s best option for distribution involves________________________.A.d irect sales through an internal sales forceB.i ndirect sales involving distributors and retailersC.t hree-tiered distributionD.i ndirect sales involving distributorsCorrect!True / False Questions22.Online purchases are typically confined to products like books and airlinetickets.FALSEGlobal studies confirm that online purchases are being made in categories such as clothing and electronic equipment, as well as many others.Multiple Choice Questions23.Intermediaries perform all of these functions except________________________.A.a fter-sales serviceB.s ellingC.p roduct developmentD.p romotionAfter-sales service on behalf of the manufacturer is one of the key value-added functions of an intermediary.24.The benefits of using intermediaries in foreign markets include all of theseexcept ________________________.A.i ncreased control of pricing policy at various channel stagesB.r eduction in the number of exchangesC.r eduction of cultural barriersD.s implification of the selling processCorrect!25.A.h orizontalB.V MSC.W hen intermediaries are independent and they act as if they are running aseparate business they are participating in a____________________distribution channel.D.v ertical'Horizontal' distribution is not a type of marketing system.26.Wal-Mart stores depend in large part on their suppliers to monitor Wal-Mart’sinventory levels at their various distribution centers. When supplies of aparticular product are diminished, it is up to the suppliers themselves to place reorders on behalf of Wal-Mart. This arrangement would reflect the cooperation found in _______________.A.d iagonal marketing systemB.t raditional marketing systemC.h orizontal marketing systemD.v ertical marketing system'Diagonal' is not a term associated with a distribution system.27.Royal Crest Soda bottlers around the world, under contract with Royal Crest,are charged with the compounding of ingredients to produce Royal Crestproducts and subsequently distribute the finished goods. These bottlers arerepresentative of ___________________ VMS.A.c orporateB.c ontractualC.a dministrativeD.i ntegrationIn the Corporate VMS, the control is determined through the ownership of the company. The question indicates the bottlers are not related to Royal Crest by ownership, therefore this answer is incorrect.28.When manufacturers create sales branches and offices that perform thewholesale function, they are creating a(n) ______________ VMS system.A.c orporateB.c ontractualC.a dministrativeD.a rm's lengthCorrect!29.Hampton Road is an exclusive manufacturer and marketer of luxury, high endluggage and travel accessories. As it expands to the Indian market, it is notsatisfied with the distribution partners available there, fearing that they do not exhibit the right image for the brand. Hampton Road should consider_____________________________.A.d irect-to-consumer salesB.c ontract manufacturingC.f orward integration by company-owned storesD.e liminating plans to market in IndiaThis method of distribution would not be optimum for a marketer of high end, prestige products.30.Hernando works for Global Industrial Sales Corporation. He sells a largenumber of diverse but related product lines for manufacturers that produce construction-related products. Acting on behalf of the manufacturers, heobtains sales contracts and forwards them directly to his principals withouttaking title to the goods. Hernando is compensated via commission on sales.Global Industrial Sales Corporation represents a(n)____________________________.A.a gentB.w holesalerC.d istributorD.r etailerCorrect!31.When CCD Industries buys cleaning products from KleenRite Chemicals andresells them to the hospitality industry, they are performing a(n) ____________ function.A.r etailerB.w holesalerC.i ndustrial agentD.m anufacturer's representativeCCD is not selling to consumers, therefore their function cannot be one of a retailer.32.Auckland Supply provides purchases and resells on behalf of many industrieswho manufacture safety equipment for use in production facilities and medical institutions. While the company takes title to the goods, they do not inventory the items, which are drop-shipped directly to the purchasers from themanufacturer. Auckland is an example of a(n) _____________________.A.b rokerB.a gentC.f ull-service wholesalerD.l imited-service wholesalerAuckland cannot be considered a broker as the firm does take title to thegoods.True / False Questions33.Due to limited income levels in underdeveloped country markets, sales aretypically made on a direct basis without the use of wholesalers in order toreduce end-user prices.FALSEWholesalers are beneficial in underdeveloped country markets as they are able to handle a large variety of low price products.34.In foreign markets, wholesaler power is concentrated in the hands of a fewcompanies that operate on a nationwide basis.FALSEThis type of power concentration in wholesaling activities is an importantconsideration in distribution strategy development.Multiple Choice Questions35.Edgemont has a network of 200 outlets across Europe. The companypurchases and inventories products, then resells the items to consumers while providing after sales services. Edgemont is a(n)A.a gentB.d istributorC.r etailerD.w holesalerBecause Edgemont does purchase the goods prior to resale it cannot beclassified as an agent.True / False Questions36.Because of the similarities in geography, culture, and consumer buyingbehavior, retailing formats for groceries in Europe are congruous from country to country.FALSEThere are considerable differences in geography, culture, and consumerbuying behavior from market to market within Europe, and for that reason,retailing formats are quite differentiated.37.Retailing giant Tesco is successful in global markets primarily due to its abilityto standardize retail formats among markets and take advantage of theconsequent economies of scale.FALSESee Box 12-3 for further details.Multiple Choice Questions38.Helga is conducting extensive research on CoreMark Construction ProductDistributors in Hong Kong. She is dissecting the company’s financialstatements and credit ratings and reading up on CoreMark brand’s influence in the marketplace.A.H elga is considering CoreMark as a distributor partner in Hong Kong.B.H elga has signed CoreMark as her new distributor in Hong Kong.C.H elga has decided to terminate her partnership with CoreMark in HongKong.D.H elga has recently acquired CoreMark.Correct!39.When Michelin taught its distributors how to promote its new line of tires basedon their superior product characteristics, they exhibited the channelmanagement practice of __________.A.c overage managementB.m otivational programsC.p erformance managementD.c apability-building programsThis term would refer to the method in which distributor territory responsibilities are identified, not training programs.True / False Questions40.Distributor partners are motivated primarily through the provision of monetarybenefits such as higher commissions.FALSEIt is often non-monetary benefits that motivate distributor loyalty and saleseffort.。
国际市场营销 全球营销学每章课后习题答案
全球营销学第四版每章课后习题答案第一章Introduction to Global Marketing1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?P31、Surpass the competition at the task of creating perceived value for customers2、The Guide line is the value equation –Value = Benefits/Price (Money, Time, Effort, Etc.)P42.What is mean by “global localization”?（全球本土化策略）Is Coca-Cola a globalproduct? Explain.The phrase “global localization” represents an attempt to capture the spirit of the rallying cry for o rganizations in the 21st century, namely, “think globally, act locally.”Most people will agree that Coca-Cola is a global product by virtue of the fact that it is available in more than 195 countries in red cans bearing the distinctive signature style. It must be noted, however, that customer service efforts are adapted to the needs of particular markets, e.g., vending machines in Japan. Thus, Coca-Cola is both global and local.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world markets; 2. standardization versus adaptation is the extent to which each marketing mix element can be standardized or adapted in various country markets; 3. concentration of marketing activities is the extent to which activities related to marketing mix are performed in one or a few country locations; 4. coordination of marketing activities is the extent to which activities related to marketing mix are performed interdependently around the globe; 5. integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of world are interdependent.Examples: 1. Coke is the best-known, strongest brand, as the Coca-Cola Company, supporting its Coke, Fanta, and Powerade brands with marketing mix elements both that are globe and local, is adept at adapting sales promotion, distribution, and customer service efforts to local needs;2. Mcdonald’s business model is a restaurant system that can be set up virtually anywhere in the world and offers core menu items-hamburgers, French fries, and soft drinks-in most countries, and the company also customizes menu offerings according to local eating customs.4.How do the global marketing strategies of Harley-Davidson and Toyota differ?Harley-Davidson motorcycles are known the world over as “the” all-American motorcycle. Harley’s mystique and heritag e are associated with the USA. The company backs up this positioning with exports from two U.S. manufacturing locations. By contrast, Toyota builds some models (e.g., Camry and Avalon) for the U.S. market in the U.S., a fact that Toyota stresses in its American ad. Thus, Harley-Davidson serves global markets while sourcing locally, while Toyota’s strategy calls for serving world markets and using the world as a source of supply.5.Describe the difference between ethnocentric, polycontric, regiocentric, andgeocentric management orientations.The premise of an ethnocentric orientation is that home country products and management processes are superior. An ethnocentric company that neither sources inputs from, nor seeks market opportunities in the world outside the home country may be classified as an domestic company. A company that does business abroad while still presuming the superiority of the home country may be classified as an international company. Such a company would rely on an extension strategy whereby it would export, without adaptation, products designed for the domestic market.The polycentric orientation that predominates at a multinational company leads to aview of the world in which each country markets is different from the others. Local country managers operating with a high degree of autonomy adapt the marketing mix in a polycentric, multinational company. Managers who are regiocentric or geocentric in their orientations recognize both similarities and differences in world markets. Market opportunities are pursued using both extension and adaptation strategies. The regiocentric and geocentric orientations are characteristic of global transnational companies.OrEthnocentric orientation: home country is superior to the rest of the world, sees similarities in foreign countries，leads to a standardized or extension approach; Polycentric orientation: the opposite of ethnocentrism, each country in which a company does business is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; management`s goal is to develop an integrated regional strategy; Geocentric orientation：views the entire world as a potential market and strives to develop integrated world market strategies.6.Identify and briefly describe some of the forces that have resulted in increased globalintegration and the growing importance of global marketing.P21+Driving Forces：Regional economic agreements、Market needs and wants、TechnologyTransportation and communication improvements、Product development costs、Quality、World economic trends、LeverageRestraining Forces：Management myopia、Organizational culture、National controls 7.Define leverage and explain the different types of leverage utilized by companieswith global operations.Define leverage：P25第二章The Global Economic Environment1.Explain the difference between market capitalism, centrally planned capitalism,centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.Market capitalism is an economic system in which individuals and firms allocate resources and production resources are privately owned. (England).Centrally planned capitalism is an economic system in which command resource allocation is utilized extensively in an environment of private resource ownership. (Sweden)Centrally planned socialism, in this type of economic system, the state has broad powers to serve the public interest as it sees fit. (Former Soviet Union)Market socialism, in such a system, market allocation policies are permitted within an overall environment of state ownership. (China)2.What is a BEM? Identify the BEMs according to their respective stages of economicdevelopment.P53P56-583. A manufacture of satellite dishes is assessing the world market potential for hisproducts. He asks you if he should consider developing countries as potential markets.How would you advise him?Despite the difficult economic conditions in parts of developing countries, many nations will involve into attractive markets.One of marketing’s roles in developing countries is to focus resources on the task of creating and delivering products that are best suited to local needs and incomes. The role of marketing to indentify people’s needs and wants is the same in all countries, irrespective of level of economic development. It is also an opportunity to help developing countries join the information age.And P654.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs areranked. What does the result tell you in terms of the relevance of the index to global marketers?P52第三章Social and Cultural Environments1.What are some of the elements that make up culture? How do these find expression inyour native culture?Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguish one society from another.Culture is acted out in social institutions, such as, family, education, religion, government, business.2.What is the difference between a low-context culture and a high-context culture?Give an example of a country that is an example of each type and provide evidence for your answer.PPT 第四章4-63.How can Hofstede’s cultural typologies help Western marketers better understandAsian culture?P874.Explain the self-reference criterion(自我参照准则). Go to the library and findexamples of product failures that might have been avoided through the application of the SRC.Unconscious reference to one’s own cultural values; creates cultural myopia5.Briefly explain the social research of Everrtt Rogers regarding diffusion ofinnovations,……P94pare and contrast USA and Japan in terms of traditions and organizationalbehavior and norms.第四章The Legal and Regulatory Environments of Global Marketing1.What is sovereignty? What is it an important consideration in the politicalenvironment of global marketing?sovereignty2.Describe some of the sources of political risk. Specially, what forms can political risktake?Tension between aspirations and realityPrimarily occurs in lower and lower-middle income countries–Indonesia and economic crisisWhen political risk occurs in high income countries, it is generally due to a long-standing conflict–Northern IrelandP1423.Briefly describe some of the differences between the legal environment of a countrythat embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasons conflictsarise in the first place. Identify and describe several legal issues that relate to global commerce.Intellectual PropertyAntitrustContractualLicensing and Trade Secrets5.“See you in court” is one way to respond when legal issues arise. What otherapproaches are possible?LitigationFormal arbitration–Settles disputes outside of court–Groups agree to abide by panel’s decision1958 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards–Most important treaty regarding international arbitration第五章Global Information Systems and Market Research1.Explain two information technology puts powerful tools in the hands of globalmarketers.Modern IT tools provide the means for a company's marketing information system and research functions to provide relevant information in a timely, cost –efficient, and actionable manner.Electronic data interchange (EDI) allows business units to submit orders, to issue invoices, to conduct business electronically, Wal-Mart legendary for its EDI, save time and money, enables retailers to improve inventory management. Transaction formats are universalEfficient Consumer Response (ECR) This is in addition to EDI, an effort for retailers and vendors to work closely on stock replenishment(补充). ECR can be defined as a joint initiative by members of a supply chain to work toward improving and optimizing(最优化) aspects of the supply chain to benefit customersIntranet, Electronic Point of Sale (EPOS), Data Warehouses are also helping businesses improve their ability to target consumers and increase loyalty.2.What are the different modes of information acquisition? Which is the most importantfor gathering strategic information?3.4、Outline the basic steps of the market research process.5、What is the difference between existing, latent, and incipient demand? How mightthese differences affect the design of a marketing research project?Demand and profit potential, in turn, depend in part on whether the market being studied can be classifieds existing or potential. Existing markets are those in which customer needs are already being served by one or more companies. In some instances, there is no existing market to research and. information may be readily available. A latent market is in essence, an und iscovered segment .It’s a market in which demand would materialize if an appropriate product were made available. An incipient market is a market that will emerge if particular economic demographic, political, or sociocultural trend continues. A company is not likely to achieve satisfactory results if it offers a product in an incipient market before the trends have taken root.Market growth, brand loyalty, market segment, product, sales promotion, pricing, distribution, will be different in marketing research project.6.Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?A number of techniques are available for analyzing survey data.Factor analysis can be used to transform large amount of data into manageable units. It is useful in psychographic segmentation studies or creating perceptual maps; cluster analysis allows the researchers to group variables into clusters that maximize within-group similarities and between-group differences. It can be used to do global marketing research, to perform benefit segmentation, and to identify new product opportunities. Multi dimensional scaling is another technique for creating perceptual maps which is particular useful when there are many product to choose and consumers have difficulty in verbalizing their conceptions. Conjoint analysis is used to gain insights into the combination of features that will be the most attractive to consumers. It is useful when determines the values and utilities of the various levels of product features and plots them graphically.第六章Segmentation, Targeting, and Positioning1.differentiate the five basic segmentation strategies. Give an example of a companythat has used each one.P170-P1831、IncomePopulationsAge distributionGenderEducationOccupation2、Grouping people according to attitudes, value, and lifestyles3、4、Benefit segmentation focuses on the value equation–Value = Benefits / Price5、The population of many countries includes ethnic groups of significant size2.Explain the difference between segmenting and targeting.P200pare and contrast standardized, concentrated, and differentiated global marketing.Illustrate each strategy with an example from a global company.Standardized global marketing is mass marketing on a global scale with undifferentiated target marketing (Revlon International)Concentrated global marketing, involves devising a marketing mix to reach a niche. A niche is simply a single segment of the global market. (Germany`s Winter halter) Differentiated global marketing, represents a more ambitious approach than concentrated target marketing with multi-segment targeting and two or more distinct markets (Rover)4.5.What is positioning? Identify the different positioning strategies presented in thechapter and give examples of companies or products that illustrate each.Locating a brand in consumers’minds over and against competitors in terms of attributes and benefits that the brand does and does not offer.P192-1956.What is global consumer culture positioning? What other strategic positioningchoices do global marketers have?Identifies the brand as a symbol of a particular global culture or segment.P1967.What is high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.High-tech products are sophisticated technologically complex, and/or difficult to explain or understand, and frequently evaluated in terms of their performance against established objective standards. High-tech global consumer positioning also works well for special interest products associated with leisure of recreation.High-touch products, consumers are generally energized by emotional motives rather than rational ones, and frequently evaluated in terms of their performance against established subjective, aesthetic terms.Some products can be positioned using both strategies, with both satisfying buyers’ rational criteria and evoking an emotional response. Nokia, for example, combines technical performance with a fashion orientation.第七章Global Market Entry Strategies:1.What are the advantages and disadvantages of using licensing as a market entry tool?Give examples of companies from different countries that use licensing as a global marketing strategy.Advantages to LicensingProvides additional profitability with little initial investmentProvides method of circumventing tariffs, quotas, and other export barriersAttractive ROILow costs to implementDisadvantages to LicensingLimited participationReturns may be lostLack of controlLicensee may become competitorLicensee may exploit company resourcesP2062.What is foreign direct investment? What forms can FDI take?P209Partial or full ownership of operations outside of home countryForms:Joint ventures–Minority or majority equity stakes–Outright acquisition3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuable toFord---the physical assets or the name?P2154.What is meant by the phrase global strategic partnership? In what ways does this formof market entry strategy differ from more traditional forms such as joint ventures? Participants remain independent following formation of the allianceParticipants share benefits of alliance as well as control over performance of assigned tasksParticipants make ongoing contributions in technology, products, and other key strategic areasPPT3055.What are Keiretsu? How does this form of industrial structure affect companies thatcompete with Japan or that are trying to enter the Japanese market?PPT307书P2276.Which Strategic options for market entry or expansion would a small company belikely to pursue? A large company?StrategiesCompanies must decide to expand by:–Seeking new markets in existing countries–Seeking new country markets for already identified and served market segments第八章Product and Brand Decisions1.What is the difference between a product and a brand?A product is a good, service, or ideaBrandsBundle of images and experiences in the customer’s mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand ImageThe added value that accrues to a product as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time2.How do local, international, and global products differ? Cite examplesLocal Product is one that has achieved success in a single national market and represents the lifeblood of domestic companies. （Coca-cola, ginseng beverage only in Japan）International product is offered in several markets in a particular region (Euro-product, only in euro zone)Global product meets the wants and needs of a global market and is offered in all world regions (personal stereos)3.What are some of the elements that make up a brand? Are these elements tangible orintangible?IntangibleP2414.What criteria should global marketers consider when making product designdecisions?In many instances, packaging is an integral element of product-related design decisions. Packaging is designed to protect or contain the product during shipping；Labeling provides consumers with various types of information; Aesthetics differ around the world. Global marketers must understand the importance of visual aesthetics; Product Warranties is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure. Warranties can be used as a competitive tool5.How can buyer at titudes about a product’s country of origin affect marketing strategy?买家对于原产国的态度对营销策略有什么影响？Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries–Japan–Germany–France–ItalyP252-2546.Identify several global brands. What are some of the reasons for the global success ofthe brands you chose?Both products and brand are good……7.Briefly describe various combinations of product-communication strategies availableto global marketers. When is it appropriate to use each?Product-communication extension (dual extension) is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market. It used frequently with industrial (business to business) products.Product extension-communication adaptation strategy is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used frequently when consumer conceptions outside the home market are very different from domestic marketProduct adaptation-communication extension is an approach to global product planning is to extend, without change, the basic home-market communications strategy while adapting the product to local use or preference conditions. It used frequently when natural conditions outside the home market are very different from domestic market Product-communication adaptation (dual adaptation) strateg y is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the home market, environmental conditions or consumer preferences differ;第九章Pricing Decisions1.What are the basic factors that affect price in any market? What considerations enterinto the pricing decision?In global marketing, the task of setting prices is complicated by fluctuating exchange rates. Currency fluctuations can create significant problems and opportunities for the classic international company that exports from the home country.Inflation, or a persistent upward change in price levels, is a problem in many country markets. It can be caused by an increase in the money supply and currency devaluation. Governmental policies and regulations that affect pricing decisions include dumping legislation, resale price maintenance legislation, price ceilings, and general reviews of price levels.Pricing decisions are bounded not only by cost and nature of demand but also by competitive action.Competitive Behavior: If competitors do not adjust their prices in response to rising costs it is difficult to adjust your price to maintain operating margins; If competitors are manufacturing or sourcing I a lower-cost country, it may be necessary to cut prices to stay competitiveThe global marketer has several options for addressing the problem of price escalation orthe environmental factors described in the last section.2.Define the various types of pricing strategies and objectives available to globalmarketers.Market Skimming and Financial Objectives: Market Skimming charges a premium price which may occur at the introduction stage of product life cyclePenetration Pricing and Non-Financial Objectives: Penetration Pricing charges a low price in order to penetrate market quickly which appropriates to saturate market prior to imitation by competitors3.Identify some of the environmental constraints on global pricing decisions. Currency FluctuationsInflationary EnvironmentGovernment Controls, Subsidies, RegulationsCompetitive BehaviorSourcing4.Why do price differences in world markets often lead to gray marketing?Because price differences in world markets lead to trademarked products are exported from one country to another where they are sold by unauthorized persons or organizationsGray marketing occurs when product is in short supply, when producers use skimming strategies in some markets, and when goods are subject to substantial mark-ups 5.What is dumping? Why was dumping such an important issue during the UruguayRound of GATT negotiations?Sale of an imported product at a price lower than that normally charged in a domestic market or country of origin.P2966.What is transfer price? Why is it an important issue for companies with foreignaffiliates(外国子公司)? Why did transfer pricing in Europe take on increased importance in 1999?The transfer price is that Pricing of goods, services, and intangible property bought and sold by operating units or divisions of a company doing business with an affiliate in another jurisdiction.P2997.What is the difference between ethnocentric, polycontric, and geocentric pricingstrategies? Which one would you recommend to a company that has global market aspirations?P291-292 PPT240-242pare and contrast the different forms of countertrade.Countertrade occurs when payment is made in some form other than moneyOptions–BarterThe least complex and oldest form of bilateral, non-monetary counter-tradeA direct exchange of goods or services between two parties–Counter-purchase P303-304–Offset–Compensation trading–Cooperation agreements–Switch trading第十章Global Marketing Channels and Physical Distribution1.In what ways can channel intermediaries create utility for buyers?ObjectivesMarketing channels exist to create utility for customers–Place utility -availability of a product or service in a location that is convenient to a potential customer–Time utility -availability of a product or service when desired by a customer–Form utility -availability of the product processed, prepared, in proper condition and/or ready to use–information utility -availability of answers to questions and general communicationabout useful product features and benefits2.What factors influence the channel structures and strategies available to globalmarketers?B2CThe characters of both buyers and products have an important influence on channel design.The number of individual buyers and their geographic distribution, income, shopping habits and different channel approaches.Products characters such as degree of standardization, perishability, bulk, service requirements, and unit price have an impact as well.Channels tends to be longer as the number of consumers to be served increases and the price per unit decreases. Bulky products usually require channel arrangements that minimize the shipping distances and the number of times products change hands before they reach the ultimate customer.B2BAs is true with consumer channels, product and consumer characteristics have an impact on channel structure. Three basic elements are involved: the manufacture's sales force, distributors or agents and wholesalers.Channel strategy in a global marketing program must fit the company's competitive position and overall marketing objectives in each national market.market factors: consumer profiles, market size and location of country.3.What is cherry picking? What approaches can be used to deal with this problem?P323pare and contrast the typical channel structures for consumer products andindustrial products.P340 PPT252-2555.Identify the different forms of retailing and cite an example of each form. Identifyretailers from as many different countries as you can.PPT258-259 P3256.Identify the four retail market expansion strategies discussed in the text. What factorsdetermine the appropriable mode?Organic–Company uses its own resources to open a store on a green field site or acquire one or more existing retail facilitiesFranchise–Appropriate strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structuresChain Acquisition–A market entry strategy that entails purchasing a company with multiple existing outlets in a foreign countryJoint Venture–This strategy is advisable when culturally distant, difficult-to-enter markets are targeted 7.What special distribution challenges exist in Japan? What is the best way for anon-Japanese company to deal with these challenges?第十一章Global Marketing Communications Decisions:Advertising and Public Relations1.In what ways can global brands and global advertising campaigns benefit a company? P3482.How does the “standardized versus localized” debate apply to advertising?Four difficulties that compromise an organization’s communicat ion efforts–The message may not get through to the intended recipient.–The message may reach the target audience but may not be understood or may even be misunderstood.–The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender.–The effectiveness of the message can be impaired by noise.。
跨境电商营销英文作文
跨境电商营销英文作文英文，Cross-border e-commerce marketing has become increasingly prevalent in today's global marketplace. As someone who has been involved in this field for quite some time, I can attest to its challenges and opportunities.One of the key challenges in cross-border e-commerce marketing is understanding and adapting to different cultural norms and consumer behaviors. For instance, while a marketing strategy might be effective in one country, it could fall flat in another due to cultural differences. Let me illustrate this with an example: A company selling beauty products might use bright and colorful imagery to appeal to consumers in the United States, where bold advertising is common. However, this same approach might not resonate with consumers in Japan, where subtlety and minimalism are often preferred. In such cases, it's crucial to tailor marketing campaigns to suit the preferences of the target audience.Another challenge is navigating the complex landscapeof international regulations and policies. Different countries have varying tax laws, import restrictions, and data privacy regulations that can impact e-commerce businesses. For instance, selling certain products across borders may require compliance with specific certifications or labeling requirements. Failure to adhere to these regulations can result in hefty fines or even legal repercussions. Therefore, it's essential for cross-bordere-commerce marketers to stay abreast of the latestregulatory changes and ensure compliance at all times.Despite these challenges, cross-border e-commerce marketing also presents immense opportunities forbusinesses to expand their reach and increase sales. By tapping into foreign markets, companies can access a larger customer base and diversify their revenue streams. Moreover, advancements in technology have made it easier than ever to connect with global consumers through social media, influencer marketing, and targeted advertising campaigns.In addition to understanding cultural nuances andregulatory requirements, successful cross-border e-commerce marketers also need to be adept at leveraging dataanalytics to inform their strategies. By analyzing customer data and market trends, businesses can gain valuable insights into consumer preferences and behavior, allowing them to tailor their marketing efforts for maximum impact. For example, by tracking website traffic and sales conversions, marketers can identify which products are popular in specific regions and adjust their inventory accordingly.中文，跨境电商营销在当今全球市场中日益普及。
上海市商务英语等级考试BET中级教材练习及答案
市商务英语等级考试BET中级教材练习及答案Unit One International TradeIV. Translate the following sentences into English:1．在国际贸易中，国家间常常出售同类产品，在汽车业、纺织业、鞋类和食品业是这样，而且从长期看，任何产品都可能是这样。
Countries often sell each other the same products in international trade. This is true for automobiles, textiles, shoes, foodstuffs, and in the long-term, possibly for any products.2．外贸能促使两个贸易国增进了解，增加财富并建立平等互利的良好关系。
Foreign trade enables two trading countries to promote understanding, increase prosperity and build up good relations on the basis of equality and mutual benefit.3．一旦商品出售后，公司就必须提供售后效劳来保证顾客的满意，从而促进将来的销售。
Once goods are sold, the pany must provide after-sales service to ensure customer satisfaction and promote future sales.4．补偿贸易是当地公司或厂商取得外汇支付进口设备或技术的一种间接的融资方式。
pensation trade is an indirect way for local panies or manufacturers to acquire foreign exchange to finance the import of equipment or technology.5．在国际贸易中业务成交与实际交货时间间隔较长，因此付款问题远比国贸易复杂。
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Tapping into Global Markets 习题及答案详解Chapter 22: Managing a Holistic Marketing Organization GENERAL CONCEPT QUESTIONSMultiple Choice1. ________ is the appointment of teams to manage customer-value–buildingprocesses and break down walls between departments.a. Reengineeringb. Outsourcingc. Benchmarkingd. Supplier partneringe. Customer PartneringAnswer: a Page: 696 Level of difficulty: Easy2. ________ is the greater willingness to buy more goods and services from outsidedomestic or foreign vendors.a. Benchmarkingb. Mergingc. Globalizingd. Outsourcinge. AcceleratingAnswer: d Page: 696 Level of difficulty: Easy3. ________ is the study of “best practice companies” to improve performance.a. Empoweringb. Globalizingc. Flatteningd. Focusinge. BenchmarkingAnswer: e Page: 696 Level of difficulty: Easy4. ________ is the trend to increase partnering with fewer but better value-addingsuppliers.a. Supplier partneringb. Benchmarkingc. Customer partneringd. Flatteninge. EmpoweringAnswer: a Page: 696 Level of difficulty: Easy6215. ________ is working more closely with customers to add value to theiroperations.a. Reengineeringb. Outsourcingc. Customer partneringd. Merginge. GlobalizingAnswer: c Page: 696 Level of difficulty: Easy6. ________ is the acquiring or merging with firms in the same or complementaryindustries to gain economies of scale or scope.a. Mergingb. Globalizingc. Acceleratingd. Empoweringe. OutsourcingAnswer: a Page: 696 Level of difficulty: Easy7. Increasing the effort to “think global” and “act local” is ________.a. flatteningb. benchmarkingc. globalizingd. focusinge. empoweringAnswer: c Page: 696 Level of difficulty: Easy8. ________ is reducing the number of organizational levels to get closer to thecustomer.a. Flatteningb. Globalizingc. Acceleratingd. Empoweringe. Draft the reportAnswer: a Page: 696 Level of difficulty: Easy9. Determining the most profitable businesses and customers and focusing on themis called ________.a. empoweringb. focusingc. flatteningd. merginge. outsourcingAnswer: b Page: 696 Level of difficulty: Easy62210. Designing the organization and setting up processes to respond more quickly tochanges in the environment is called ________.a. flatteningb. reengineeringc. customer partneringd. globalizinge. acceleratingAnswer: e Page: 696 Level of difficulty: Easy11. ________ encourages and empowers personnel to produce more ideas and takemore initiative.a. Empoweringb. Acceleratingc. Benchmarkingd. Merginge. FlatteningAnswer: a Page: 696 Level of difficulty: Easy12. The role of marketing in the organization is changing. Traditionally marketershave played the roles of ________.a. middlemenb. customersc. clientsd. internal customerse. external consumersAnswer: a Page: 696 Level of difficulty: Medium13. Today marketing no longer has sole ownership of customer interactions; rathermarketing needs to ________ all the customer-facing processes so that the customers see a single face and hear a single voice when they interact with the firm.a. collectb. examinec. reviewd. integratee. distributeAnswer: d Page: 696 Level of difficulty: Hard14. _________ requires that everyone in the organization buy into the concepts andgoals of marketing and engage in choosing, providing, and communicating customer value.a. Internal marketingb. External marketingc. Integrated marketing communicationsd. Sales departmente. External relations623Answer: a Page: 697 Level of difficulty: Medium15. The most common form of marketing organization consists of ________ reportingto a marketing vice president.a. sales staffb. functional specialistsc. departmental headd. internse. none of the aboveAnswer: b Page: 697 Level of difficulty: Medium16. The main advantage of a functional marketing organization is it ________.a. ease of reportingb. reduced staff requirementsc. administrative simplicityd. overlapping responsibilitiese. increased work load requirementsAnswer: c Page: 697 Level of difficulty: Medium17. A functional marketing organization can lose its ________ as products andmarkets increase.a. focusb. effectivenessc. leaderd. reporting relationshipse. vice presidentAnswer: b Page: 697 Level of difficulty: Medium18. A company selling in a national market often organizes its sales force along________ lines.a. territoryb. geographicc. psychographic profilesd. conveniencee. product linesAnswer: b Page: 698 Level of difficulty: Easy19. Several companies are new adding ________ to support the sales efforts inhigh-volume markets.a. behavior specialistsb. consumer specialistsc. area market specialistsd. regional managerse. district managersAnswer: c Page: 698 Level of difficulty: Medium62420. Improved information and marketing research technologies have spurredregionalization. This has allowed firms to produce more ________ aimed at consumers in their cities and neighborhood.a. national programsb. multiple programsc. local programsd. product specific programse. brand specific programsAnswer: c Page: 699 Level of difficulty: Medium21. Product and brand management is sometimes characterized as a ________system.a. hub-and-spokeb. wheelc. flattening organizationd. layered organizatione. regional systemAnswer: a Page: 699 Level of difficulty: Easy 22. The product-management organization has several advantages. Which of thefollowing is NOT one of the advantages of the product-management system?a. can concentrate on developing cost-effective marketing mix for the product.b. he/she can react quickly to new products in the marketplacec. the company’s smaller brands have a product advocated. the product manager is an expert in his/her category onlye. provides for management successionAnswer: d Page: 699 Level of difficulty: Hard23. A second alternative available to firms with a product-management organizationis to switch from product managers to ________.a. brand managersb. co-brand leadersc. a flattening organizationd. hub-and-spoke systeme. product teamsAnswer: e Page: 700 Level of difficulty: Easy24. There are three types of potential product-team structures. These are ________.a. vertical, triangular, and horizontal product teamsb. vertical, horizontal, and circular product teamsc. horizontal, vertical, and rectangular product teamsd. horizontal, vertical, and flattened product teamse. vertical, rectangular, and circular product teamsAnswer: a Page: 700 Level of difficulty: Hard62525. A Brand-asset management team (BAMT) ________.a. concerns itself with the brand only during the marketing auditb. consists of key brand managers from other companiesc. consists of management personnel from other departmentsd. consists of top evel mangers reviewing the brand during an audite. consists of key representatives from major functions affecting the brand’sperformanceAnswer: e Page: 700 Level of difficulty: Hard26. When customers fall into different user groups with distinct buying preferencesand practices, a ________ is desirable.a. market-management organizationb. product-management organizationc. brand-management organizationd. BAMT organizatione. flattened organizationAnswer: a Page: 701 Level of difficulty: Easy27. ________ is when the marketing activity is organized to meet the needs ofdistinct customer groups rather than being focused on marketing functions, regions, or products.a. Product-centered organizationb. Brand-centered organizationc. Customer-management organizationd. Market-centered organizationse. Brand asset organizationAnswer: d Page: 702 Level of difficulty: Hard28. In a ________, companies can organize themselves to understand and deal withindividual customers rather than with the mass market or even market segments.a. market-centered organizationb. brand-centered organizationc. brand-asset organizationd. customer-management organizatione. product centered organizationAnswer: d Page: 702 Level of difficulty: Medium29. Companies that product many products flowing into many markets may adopt a________ marketing organization.a. flat organizationb. brand organizationc. product organizationd. matrix organizatione. top-down organizationAnswer: d Page: 702 Level of difficulty: Medium62630. Several forces are driving companies to practice a higher level of corporatesocial responsibility. These include ________.a. rising customer expectationsb. changing employee expectationsc. government legislationd. investor interestse. all of the aboveAnswer: e Page: 706 Level of difficulty: Hard31. Raising the level of socially responsible marketing calls for a three-prongedattack that relies on ________.a. proper legal, ethical, and socially responsibility behaviorb. proper legal, ethical, and marketing communicationsc. legal, ethical, and acceptable behaviord. ethical, responsible, and clear behaviore. none of the aboveAnswer: a Page: 707 Level of difficulty: Medium32. _________ is marketing that links the firm’s contributions to a designated causeto customers’ engaging directly or indirectly in revenue-producing transactions with the firm.a. Asset marketingb. Direct marketingc. Multi-level marketingd. Cause-related marketinge. Socially-responsible marketingAnswer: d Page: 709 Level of difficulty: Easy33. Cause-related marketing has also been called a part of _________.a. action marketingb. corporate societal marketing (CSM)c. socially-responsible marketingd. trade marketinge. pro-active marketingAnswer: b Page: 709 Level of difficulty: Easy34. Some of the specific means by which cause-marketing programs can build brandequity withy consumers include _________.a. building brand awareness and enhancing brand imageb. establishing brand credibilityc. evoking brand feelings and creating a sense of brand communityd. eliciting brand engagementse. all of the aboveAnswer: e Page: 710 Level of difficulty: Medium62735. There are three potential options for branding a cause-marketing program.These are _________.a. self-branding, co-branding, jointly brandingb. self –branding, jointly branding, team brandingc. self-branding, team branding, co-brandingd. ethical branding, third-party branding, co-brandinge. cause branding, third-party branding, co-brandingAnswer: a Page: 711 Level of difficulty: Medium36. ________ is done by a nonprofit or government organization to further a cause.a. Issue marketingb. Brand marketingc. Causal marketingd. Social marketinge. Non-profit marketingAnswer: d Page: 712 Level of difficulty: Easy37. ________ is the process that turns marketing plans into action assignments andensures that such assignments are executed in a manner that accomplishes the plan’s stated objectives.a. Marketing implementationb. Marketing researchc. Marketing managementd. Brand managemente. Product managementAnswer: a Page: 715 Level of difficulty: Easy38. Thomas Bonoma identifies four sets of skills for implementing marketingprograms. These include ________.a. diagnostic skillsb. people skillsc. listening skillsd. marketing skillse. identification skillsAnswer: a Page: 715 Level of difficulty: Medium39. One of the four types of marketing control needed by companies would be________.a. operational controlb. financial controlc. logistical controld. annual plan controle. inter-departmental controlAnswer: d Page: 717 Level of difficulty: Medium62840. A company’s or division’s marketing effectiveness is reflected in the degree towhich it exhibits the five major attributes of a marketing orientation. These five major attributes include ________.a. integrated marketing organization,b. customer relationshipsc. the customer is always rightd. advertising efficiencye. none of the aboveAnswer: a Page: 719 Level of difficulty: Hard41. _________ is a comprehensive systematic, independent, and periodicexamination of a company’s or business unit’s marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance.a. Marketing planb. Marketing managementc. Marketing auditd. Marketing intelligencee. Marketing metricsAnswer: c Page: 719 Level of difficulty: Easy42. The four characteristics of a marketing audit are ________.a. product orientation, market orientation, innovation orientation, productivityorientationb. comprehensive, systematic, independent, periodicc. comprehensive, systematic, periodic, corporated. systematic, as needed, comprehensive, independente. compartmentalized, systematic, periodic, independentAnswer: b Page: 719 Level of difficulty: Hard43. Four areas for efficiency control that firms must evaluate are ________.a. personnel efficiency, distribution efficiency, advertising efficiency, brandprofitabilityb. sales force efficiency, profitability efficiency, brand efficiency, distributionefficiencyc. sales force efficiency, brand margin efficiency, distribution efficiency,advertising efficiencyd. sales force efficiency, advertising efficiency, sales promotion efficiency,distribution efficiencye. sales force efficiency, advertising efficiency, brand profitability, distributionefficiencyAnswer: d Pages: 717–718 Level of difficulty: Medium62944. The control process includes the following ________.a. goal setting, performance measurement, performance diagnosis, correctiveactionb. goal setting, brand review, marketing audit, corrective actionc. brand audit, control review, efficiency control, corrective actiond. management scorecard, goal setting, marketing audit, corrective actione. efficiency control, strategic control, goal setting, corrective action Answer: a Page: 717 Level of difficulty: Medium45. Modern marketing departments may be organized in a number of different,sometimes, overlapping ways by ________.a. function, by brand, by product group, by customer, by matrixb. design, by brand, by product, by territory, by matrixc. matrix, by brand, by function, by geography, by customerd. customer, by brand, by geography, by territorye.functionally, geographically, by product or brand, by market, in a matrix, bycorporate/divisionAnswer: e Page: 696 Level of difficulty: Easy46. A fourth alternative available to a company that uses a product-managementorganization is to introduce ________ in which a company focuses on product ________ to manage its brands.a. product managers/categoriesb. category specialists/managersc. category management/categoriesd. product brand managers/categoriese. category management/specialistsAnswer: c Page: 700 Level of difficulty: Medium47. Another rationale for category management is the increasing power of the________.a. consumerb. customerc. traded. distribution partnerse. competitionAnswer: c Page: 701 Level of difficulty: Easy48. In a typical organization, each business function has a potential impact oncustomer satisfaction. Under the marketing concept, all departments need to _________ and work together to satisfy_________ .a. profits/customersb. market share/customersc. think customer/customer needs and expectationsd. think customer/corporate goals and objectivese. think customer/short term bonusesAnswer: c Page: 703 Level of difficulty: Medium49. Market leaders tend to miss trends when they are risk-adverse, obsessed aboutprotecting their existing markets and physical resources, and more interested in ________ than innovation.a. profitsb. efficiencyc. customer loyaltyd. customer selectivitye. price selectivityAnswer: b Page: 705 Level of difficulty: Medium50. Effective _________ marketing must be matched by a strong sense of socialresponsibility.a. internalb. social marketingc. externald. cause-marketinge. ethical behaviorAnswer: a Page: 706 Level of difficulty: Easy51. Cause-related marketing began in earnest in the _________.a. 1940sb. 1990sc. 1980sd. 1970se. 1960sAnswer: c Page: 709 Level of difficulty: Medium52. A successful cause marketing program can produce a number of benefits:improving social welfare; creating differentiated brand positioning; building strong consumer bonds; enhancing the company’s public image with government officials and other decision makers; creating a reservoir of goodwill; boosting internal morale and galvanizing employees; and _________.a. increased profit marginsb. increased brand recognitionc. driving salesd. increasing the rate of return on net worthe. increased stock pricingAnswer: c Page: 710 Level of difficulty: Medium53.Some experts believe that the positive impact on a brand from cause-relatedmarketing may be lessened by __________.a. sporadic involvement with numerous causesb. involvement in “orphan causes”c. involvement in popular causesd. involvement in “unpopular causes”e. involvement in politically unacceptable causesAnswer: a Page: 710 Level of difficulty: Medium54. _________ with an existing cause is a means for firms to complement theirexisting brand image with specific associations that are “borrowed”or “transferred” from a cause.a. Promotingb. Brandingc. Advertisingd. Co-brandinge. Sales promotionsAnswer: d Page: 711 Level of difficulty: Medium55. Choosing the right goal or objective for a social marketing program is critical.Some examples of the range of possible objectives include ________.a. cognitive campaigns, action campaigns, behavioral campaigns, valuecampaignsb. cognitive campaigns, behavioral campaigns, marketing campaigns,advertising campaignsc. cognitive campaigns, marketing campaigns, brand campaigns, valuecampaignsd. “shock”campaigns, marketing campaigns, brand campaigns, actioncampaignse. behavioral campaigns, action campaigns, “shock” campaignsAnswer: a Pages: 713–714 Level of difficulty: Hard56. Strategy addresses the ________ and the _________ of marketing activities.a. who/howb. what/whenc. what/howd. what/whye. what/whoAnswer: d Page: 715 Level of difficulty: Medium57. Implementation addresses the ________.a. potential market, available markets, and target marketb. who, where, when, and howc. who, when, the target market, and the priced. the who, the where, the consumer, and the pricee. the who, the when, the how, and the product choicesAnswer: b Page: 715 Level of difficulty: Medium58. To implement programs successfully, marketers need other skills. Oneadditional skill needed by marketers includes ________.a. market skillsb. organizing skillsc. personality skillsd. analytical skillse. interpersonal skillsAnswer: b Page: 715 Level of difficulty: Medium59. Going forward, there are a number of imperatives to achieve marketingexcellence. Marketing must be _________ and less departmental.a. holisticb. comprehensivec. integratedd. developede. functionalAnswer: a Page: 721 Level of difficulty: Medium60. One of the cardinal rules in conducting the marketing audit is ________.a. it has to be independentb. do not rely solely on company managers for data and opinionsc. it has to be conducted periodically and comprehensivelyd. a “short version” of a marketing audit is satisfactorye. a marketing audit is not necessary except when the company is in trouble Answer: b Page: 721 Level of difficulty: HardTrue/False61. Reengineering is the appointment of teams to manage customer-value-buildingprocesses and break down walls between departments.Answer: True Page: 696 Level of difficulty: Easy62. Outsourcing is the greater willingness to buy more goods and services fromoutside domestic or foreign vendors.Answer: True Page: 696 Level of difficulty: Easy63. Benchmarking is studying “best practice companies” to improve performance. Answer: True Page: 696 Level of difficulty: Easy64. Supplier partnering is increasing partnering with fewer but better value-addingsuppliers.Answer: True Page: 696 Level of difficulty: Easy65. Merging is acquiring or merging with firms in the same or complementaryindustries to gain economies of scale and scope.Answer: True Page: 696 Level of difficulty: Easy66. Globalizing is increasing the effort to “think global” and “act local.”Answer: True Page: 696 Level of difficulty: Easy67. Flattening is reducing the number of organizational levels to get closer to thecustomer.Answer: True Page: 696 Level of difficulty: Easy68. Focusing is determining the most profitable businesses and customers andfocusing on them.Answer: True Page: 696 Level of difficulty: Easy69. Accelerating is designing the organization and setting up processes to respondmore quickly to changes in the environment.Answer: True Page: 696 Level of difficulty: Easy70. Empowering is encouraging and empowering personnel to produce more ideasand take more initiative.Answer: True Page: 696 Level of difficulty: Easy71. Internal marketing requires that everyone in the organization buy into theconcepts and goals of marketing and engage in choosing, providing, and communicating customer value.Answer: True Page: 697 Level of difficulty: Medium72. A company can have an excellent marketing department, however, and yet failat marketing because much depends on how other company departments view their customers.Answer: True Page: 697 Level of difficulty: Easy73. Marketing has sole ownership of customer interaction, which has existed fromthe very beginning, when marketers played the role of middlemen between the firm and the consumer.Answer: False Page: 696 Level of difficulty: Medium74. The main advantage of a functional marketing organization is its administrativesimplicity.Answer: True Page: 697 Level of difficulty: Easy75. To achieve customer-related outcomes, companies appoint process leaders whomanage cross-disciplinary teams.Answer: True Page: 697 Level of difficulty: Hard76. A functional organization often leads to adequate planning for specific productsand markets.Answer: False Page: 697 Level of difficulty: Medium77. Improved information and marketing research technologies have spurredregionalization of marketing programs.Answer: True Page: 699 Level of difficulty: Medium78. Companies producing a variety of products and brands often establish a productmanagement organization.Answer: True Page: 699 Level of difficulty: Medium79. The product-management organization replaces the function organization in thefirm managing a variety of brands and products.Answer: False Page: 699 Level of difficulty: Medium80. A product-management organization makes sense if the company’s products arequite different, or if the sheer number of products is beyond the ability of a functional organization to handle.Answer: True Page: 699 Level of difficulty: Hard81. Product and brand management is sometimes characterized as a hub-and-spokesystem.Answer: True Page: 699 Level of difficulty: Easy82. When customers fall into different user groups with distinct buying preferencesand practices, a market-management organization is desirable.Answer: True Page: 701 Level of difficulty: Easy83. An alternative with a product-management organization is to switch fromproduct managers to product teams.Answer: True Page: 700 Level of difficulty: Medium84. An advantage of the product manager is that he/she can concentrate ondeveloping cost-effective marketing mix for the product.Answer: True Page: 699 Level of difficulty: Medium85. A disadvantage of product and brand managers is that they become experts intheir product area but rarely achieve functional expertise.Answer: True Page: 700 Level of difficulty: Medium86. An advantage of the product and brand management system is that product andbrand managers cause the company to focus on building market share rather than on building customer relationships.Answer: False Page: 700 Level of difficulty: Hard87. Category management is when a company focuses on product categories tomange its brands.Answer: True Page: 700 Level of difficulty: Medium88. Many companies are beginning to realize that they are not really market- andcustomer-driven—they are product and sales driven.Answer: True Page: 704 Level of difficulty: Medium89. Raising the level of socially responsible marketing calls for a three-prongedattack that relies on proper legal, ethical, and social responsibility behavior. Answer: True Page: 707 Level of difficulty: Medium90. Effective internal marketing must be matched by a strong sense of socialresponsibility.Answer: True Page: 706 Level of difficulty: Medium91. Cause-related marketing is done by a company to support a cause.Answer: True Page: 709 Level of difficulty: Easy92. Social marketing is done by a nonprofit or government organization to further acause.Answer: True Page: 712 Level of difficulty: Easy93. The four types of marketing controls are annual-plan, profitability, efficiency,and strategic.Answer: False Page: 717 Level of difficulty: Hard94. A marketing audit is a comprehensive, systematic, internal, and periodicexamination of a company’s or business units’ marketing environment. Answer: False Page: 719 Level of difficulty: Medium95. The four characteristics of a marketing audit are comprehensive, systematic,independent, and periodic.Answer: True Page: 719 Level of difficulty: Medium96. Top management has recognized that past marketing has been highly effectiveand is pleased with the accountability from marketing.Answer: False Page: 721 Level of difficulty: Medium97. Strategy addresses the what,and why of marketing activities; implementationaddresses the who, where, when, and how.Answer: True Page: 715 Level of difficulty: Medium98. The actual success of the social marketing program must be evaluated in termsof the program objectives.Answer: True Page: 715 Level of difficulty: Medium99. There are three types of potential product-teams structures: vertical, triangular,and horizontal.Answer: True Page: 700 Level of difficulty: Medium100. Companies must adopt and disseminate a written code of ethics, build a company tradition of ethical behavior, and hold its people fully responsible for observing ethics and legal guidelines if the firm wishes to demonstrate ethical behavior.Answer: True Page: 707 Level of difficulty: MediumEssay101. In response to the rapidly changing environment, companies have restructured their business and marketing practices in some ways. Please list and define these practices.Suggested Answer: Reengineering is the appointment of teams to manage customer-value-building processes and break down walls between departments. Outsourcing is the greater willingness to buy more goods and services from outside domestic or foreign vendors. Benchmarking is studying “best practice companies’to improve performance. Supplier partnering is increasing partnering with fewer but better value-adding suppliers. Customer partnering is working more closely with customers to add value to their operations. Merging is acquiring or merging with firms in the same or complementary industries to gain economies of scale and scope. Globalizing is increasing the effort to “think global”and “act local.”Flattening is reducing the number of organizational levels to get closer to the customer.Focusing is determining the most profitable businesses and customers and focusing on them. Accelerating is designing the organization and setting up processes to respond more quickly to changes in the environment.Empowering is encouraging and empowering personnel to produce more ideas and take more initiative.Page: 696 Level of difficulty: Hard 102. Characterize the functional organizational marketing department in terms of its structure, advantages, and disadvantages.Suggested Answer: The most common form of marketing organization is the functional organization consists of functional specialists reporting to a marketing vice president. The main advantage of a functional marketing organization is it administrative simplicity. This form can also lose its effectiveness as products and markets increase. A functional organization often leads to inadequate planning for specific products and markets.Pages: 697–698 Level of difficulty: Medium。