国际市场营销英语课后判断题
国际营销课后习题
Chapter 12、“. . . the marketer’s task is the same whether applied in Dime Box, Texas, or Dar es Salaam, Tanzania.”Discuss. The only difference between domestic marketing and international marketing is that the activities take place in more than one country.Therefore, the marketing task is the same throughout the world.3、How can the increased interest in international marketing on the part of the U.S. firms be explained?Increased interest has been brought about because of changingcompetitive structures, coupled with shifts in demand characteristicsthroughout the world. The U.S. market has reached saturation levels for many products, and increasing numbers of firms are faced with surpluses which must be sold. Also, many firms find that return on investment may be higher in foreign markets than in domestic markets. Finally, more and more firms realize that tomorrow’s markets will be world markets and it isimperative that they establish world market positions early.4、Discuss the four phases of international marketing involvement.The first phase includes those domestic firms which have no foreignbusiness activity except those sales made to foreign customers who come directly to the firm. The second phase includes domestic firms which have temporary surpluses which are sold abroad. Therefore, sales are made on an availability basis with little or no intention for continuing marketrepresentation. The third phase includes the domestic firms that havepermanent productive capacity which is utilized to produce goods which are sold on a continuing basis in foreign markets. The fourth phaseincludes the international company that produces a product for the world market.5、Discuss the conditions that have led to the development of global markets.According to the Professor Levitt and others who suggest that there is a global market for goods, this phenomenon has resulted from newcommunications technology, travel and other factors which have led to the markets of the world being more aware of different products and processes.As a result of this awareness, there are segments in each market who have had similar experiences and thus have common needs. These commonneeds are described as a demand for high quality, reasonably priced,standardized products. There is a strong feeling that within each country’s market there is a growing segment that has been exposed to ideas from around the world and thus have had their tastes and perceived needsaffected. There is a strong feeling that world markets are being driventoward a converging commonality of taste and needs leading toward global markets.6、Differentiate between a global company and a multinational company.The main distinction between a global and a multinational company is thata global company assumes there are segments across countries whichhave the same needs and wants and designs a standardized, high quality, reasonably priced product for those segments and markets it as if there are no differences among the country markets. On the other hand, amultinational company operates in a number of countries and adjusts its products and marketing practices for each market. The multinationalcompany has a specific marketing plan and adapts products for eachcountry market. The philosophy for the multinational company is that there are cultural differences among countries that require specific adaptations for those markets. This is contrasted with the global company which sees the entire world, or major regions of it, as a single entity requiring nospecialized adjustments. This distinction may be more myth than fact and reflects Professor Levitt’s opinion.7、Differentiate among the three international marketing concepts.Companies can be described by one of three orientations to international marketing management:1. Domestic Market Expansion Concept2. Multi-Domestic Market Concept3. Global Marketing ConceptIt is expected that differences in the complexity and sophistication of a company’s marketing activity depend on which of these orientations guides its operations.The Domestic Market Extension Concept. The domestic company thatseeks sales extension of its domestic products into foreign marketsillustrates this orientation to international marketing. It views itsinternational operations as secondary to and an extension of its domestic operations. The primary motive is to dispose of excess domestic production.Domestic business is its priority and foreign sales are seen as a profitable extension of domestic operations. While foreign markets may be vigorouslypursued, the orientation remains basically domestic. Its attitude toward international sales is typified by the belief that if it sells in Peoria it will sell anywhere else in the world. Minimal, if any, efforts are made to adapt the marketing mix to foreign markets. The firm’s orientation is to market to foreign customers in the same manner the company markets to domestic customers. It seeks markets where demand is similar to the home market and its domestic product will be acceptable. This Domestic Market Expansion Strategy can be very profitable. Large and small exporting companies approach international marketing from this perspective.Multi-Domestic Market Concept. Once a company recognizes the importance of differences in overseas markets and the importance of offshore business to their organization, its orientation toward international business may shift to a Multi-Domestic Market Strategy. A company guided by this concept has a strong sense that country markets are vastly different (and they may be, depending on the product) and that market success requires an almost independent program for each country. Firms with this orientation market on a country-by-country basis with separate marketing strategies for each country. Subsidiaries operate independently of one another in establishing marketing objectives and plans. The domestic market and each of the country markets have separate marketing mixes with little interaction among them. Products are adapted for each market with minimum coordination with other country markets, advertising campaigns are localized as are the pricing and distribution decisions. A company with this concept does not look for similarity among elements of the marketing mix that might respond to standardization. Rather, it aims for adaptation to local country markets. Control is typically decentralized to reflect the belief that the uniqueness of each market requires local marketing input and control.Global Marketing Concept. A company guided by this new orientation or philosophy is generally referred to as a global company, its marketing activity is global marketing, and its market coverage is the world. A company employing a Global Marketing Strategy strives for efficiencies of scale by developing a standardized product, of dependable quality, to be sold at a reasonable price to a global market (that is, the same country market set throughout the world). Important to the Global Marketing Concept is the premise that world markets are being “driven toward a converging commonalty” that seek much the same ways to satisfy their needs and desires and thus, constitute significant market segments with similar demands for the same product the world over. With this orientation a company attempts to standardize as much of the company effort as is practical on a world-wide basis. Some decisions are viewed as applicable worldwide, while others require consideration of local influences. The world as a whole is viewed as the market and the firm develops a global marketing strategy.9、Discuss the three factors necessary to achieve global awareness.The three factors necessary to achieve global awareness are: 1) objectivity;objective in assessing opportunities, evaluating potential, and responding to problems. Too often mistakes are made because companies are swept away with generalities and make investments only later to find out that their commitment or abilities were not sufficient to succeed, 2) tolerance toward cultural differences; tolerance is understanding cultural differences andaccepting and working with others whose behavior may be different from yours, 3) knowledgeable; knowledgeable about cultures, history, worldmarket potentials, and global economy and social trends is critical for aperson to be culturally aware. To be successfully in international business and globally aware, a person needs to keep abreast of the enormouschanges occurring throughout the world. The 21st century will usher ingreat change and opportunities. The knowledgeable marketer will identify those opportunities long before it becomes evident to others.10、Define and discuss the idea of global orientation.A global orientation means operating as if all the country markets in acompany’s scope of operations (including domestic market) areapproachable as a single global market and to standardize the marketing mix where culturally feasible and cost effective or to adapt the marketing mix where culturally required and cost effective. A global orientation does not mean to follow a single strategy of standardization without regard for cultural differences nor does it imply that the marketing effort must beadapted to every cultural difference. Instead, it means looking for market segments with similar demands that can be satisfied with the same product, standardizing the components of the marketing mix that can bestandardized, and, where there are significant cultural differences thatrequire parts of the marketing mix to be culturally adapted, adapting.Chapter 2:2. The Tokyo Round of GATT has emphasized the reduction of nontariff barriers. How does the Uruguay Round differ? 东京回合关贸总协定强调非关税壁垒的减少。
国际市场营销英文试题
一、单选题，每题只有一个选项正确（共30分，每小题2分）1. The purpose of international marketing is for the ( ) benefit.A. nationalB. regionalC. company’sD. consumers2. According to Maslow’s theory, people will pursuit the ( ) need after satisfying the physiological need.A. belongingB. safetyC. esteemD. self-actualization3. Which of the following statements is not true when describing the role of and the effect of international marketing on companies?A. International markets can become a source of growth.B. International markets can simplify the process and eliminate complex business decisions.C. International markets can produce a quality of life that would not have existed.D. International markets can become a source of profit.4. Which of the following descriptions provides the best definition of the “marketing mix”?A. The way products are arranged in a retail store to maximize salesB. The way products are priced and packagedC. The way a business combines the main marketing elements to sell products that meet the needs and wants of customersD. The way a business distributes its products through retailers and wholesalers5. Goods which are bought and used by individuals and households are known as ( ).A. brandsB. consumer goodsC. retail productsD. industrial goods6. In regards to foreign direct investment, the market entry strategy that involves the most risk and the most control is ( ).A. contract manufacturingB. franchisingC. sales officeD. greenfield7. The critical point of market segmentation is the ( ) of consumer’s demand and consumption behavior.A. differentiationB. similarityC. stabilityD. development8. Market research data that explores the attitudes and opinions of customers is known as ( ).A. quantitative researchB. focus group dataC. qualitative researchD. opinion polling9. The particular market segment at which a business aims its products in known as the ( ).A. target marketB. main marketC. market leaderD. unique selling point10. For the small-medium corporations with limited resources, the appropriate strategy to enter the new market is ( ).A. concentrated marketingB. differentiated marketingC. integrated MarketingD. undifferentiated marketing11. Different strategies are suitable for different companies depending on their particular situation. This is articulated by the “EPRG Framework”. What are the four options of the EPRG Framework?A. Ethno Policies, Private Polies, Racial Policies, GeographyB. Ethnocentrism, Polycentrism, Regiocentrism, GeocentrismC. Energy, Privacy, Real-World, GiggityD. Ethnocentrism, Polycentrism, Racialism, Governmental12.The correct steps of consumer buying process are ( ).A. need recognition-information search-evaluation of alternatives-purchase decision-post purchasing behaviorB. need recognition-evaluation of alternatives-information search-purchase decision-post purchasing behaviorC. information search-evaluation of alternatives-need recognition-purchase decision-post purchasing behaviorD. purchase decision-need recognition-evaluation of alternatives-information search-post purchasing behavior13. Which of the following methods of market research is not an example of “primary research”?A. QuestionnairesB. A company’s own sales statistics and recordsC. Test marketingD. Consumer panels14. Which of the following is true with respect to the importance of culture to an international marketer?A. The successful marketer should avoid cultural influences in his marketing campaign.B. Using attractive colors for the packaging of a product is more important than ensuring cultural acceptability.C. Culture is pervasive in all marketing activities and the marketer's efforts are a part of the fabric of culture.D. Pricing and promotion of a product are free of the influence of culture.15. Which of the following is a political cause for instability in international markets?A. Varied taxing conventionsB. Differences in philosophical ideologiesC. Global focusD. Animosity toward specific countries二、多选，每题有两个或两个以上选项符合题意。
《国际市场营销(第二版)》章后习题参考答案与提示
附录1章后习题参考答案与提示第1章□知识题1.1 阅读理解1）国际市场营销（International Marketing，简称国际营销，也有的称国际行销）指的是企业在跨越国境的基础上计划和实施交易，以实现满足个人和组织需要的交换的过程。
这里其主要特点是跨越国境的交易。
与国内营销的主要区别是：①国际营销比国内营销面临更多不可控因素；②国际营销比国内营销面临着更复杂的需求；③国际营销比国内营销更需要统一的协调和控制；④国际营销的目标市场在国外，它的产品（或服务）应该满足国外客户的需要。
2）开展国际市场营销，主要是为了让企业的决策者在综合考虑分析国内外市场营销环境的基础上，捕捉营销机会，避免风险，制定进入国际市场的营销战略、策略，以实现企业的基本目标。
因此，企业开展国际营销的目的是：①拓展企业的市场基础，扩大企业的经营业务；②获得国际市场的经验和资源，参与全球竞争；③获得全球基础上的竞争优势，加强企业的核心竞争能力；④分散化经营，规避经营风险。
3）这些环境因素包括三个方面。
①营销可控因素。
产品、渠道、价格和促销就是营销的可控因素，企业要达到自己的经营目标，必须以目标市场消费者的需求为中心，制定一个适应企业外部环境的营销方案。
企业对外部环境认识得愈深刻，适应得愈好，效益就愈佳。
②国内不可控因素，包括政治力量、经济形势和竞争环境等。
这些因素往往对企业在国际市场上的营销活动产生直接或间接的影响。
有时政府一项政治决定会给企业带来巨大的营销机会；而另一项决定也可能使原来谈妥的生意告吹。
国内经济形势的好坏，也会影响企业海外投资办厂的能力，以及在国际市场购买的多寡。
竞争环境往往构成企业实现营销目标的直接威胁。
③国外不可控因素，包括政治力量、经济形势、社会文化环境、科技条件、竞争因素、地理环境、分销结构等，这些都是无法控制而且更为复杂的环境，但它们又是企业进入国际市场制订营销规划的基础和依据。
4）国际市场营销的主要任务包括：适应环境差距，包括文化差距、行政差距、地理差距和经济差距；进行跨国的组织协调；确定和管理组织的全球化决策，包括战略的全球化决策、企业组织的全球化决策、产品全球化决策及全球品牌决策等。
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 the same 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 or more 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.16. Advertising refers to any sponsored paid message placed in a mass medium.17. The goal of public relations is to build good relations with company's various publics.18. Personal selling is the interpersonal art of the promotion mix, which involves two -way ,personal communication between salespeople and individual customers-whether face to face ,by telephone,through video conferences ,or by other means.19. Sales promotion refers to any consumers or trade program of limited duration that is tangible value to a product or brand.20. The goal of sales promotion is to encourage the purchase our sale of a product or service through the short term incentives.21. ST p refers to segmentation positioning and targeting.22. Consumer products contains of convenience, shopping, specialty ,and unsought products on the basis of how they are purchased.23. Sure, when the design product. We need to consider such factors as preferences, cost, laws and regulations ,compatibility and so on.24. What are the factors influencing price setting? Pricing objectives, competitive prices, demand for the product, cost.25. Which of the following a new product pricing strategies? Market skimming pricing, Market penetration pricing.《国际技术贸易》习题2一、单项选择题1.《马德里协定》生效的时间是（）2.国际合作生产的主体（）。
国际市场营销 (第三版)习题答案 项目十
工程十参考答案
【知识测验】一、名词解释
1.国际市场营销计划：国际市场营销计划(International Marketing Planning) 是指
国际企业对本企业在将来一定时期内所要到达的营销目标，以及实现这些营销目标所要采取的方法与手段的决策。
2.国际市场营销组织：国际市场营销组织(International Marketing Organization)
是指按照一定宗旨和系统建立起来的从事国际市场营销活动的集合体,是组织中的一种具体形式。
3.国际市场营销控制：国际市场营销控制(International Marketing Control) 是指
企业对国际营销计划执行过程的监督和评估，纠正计划执行过程中的偏差，旨在保证既定营销目标的实现。
4.全球职能型结构：全球职能型结构是根据管理基本职能组织企业的经营活动, 将企业
划分为生产、营销、研发、财务、人力资源等不同的部门，每个部门由一位副总经理负责该项管理职能在全球范围内的营销活动。
二、填空题1.营销控制2.营销目标3.全球区域型结构
4.地区经理、产品经理
5.确定控制目标三、单项选择题
1.C 2, D 3.B 4. A 5. A四、多项选择题
1.ABE
2. ABDE
3. ABC
4. ABCD
5. ABCD五、判断题
1.正确.错误
2.错误.错误
3.正确。
智慧树答案国际市场营销学知到课后答案章节测试2022年
第一章1.The uncontrollable factors affecting international marketing are limited topolitical forces, economic climate, and competitive structure.答案:错2.The business activities of international marketers are not affected bycompetition in their domestic market.答案:错3.With respect to the environment in which a business operates, factors suchas competition, political and legal forces, economic climate, would all beclassified as:答案:uncontrollable elements4._____ is an unconscious reference to one’s own cultural values, experiences,and knowledge as a basis for decisions. 答案:Self-reference criterion5.Which of the following is closely related to the self-reference criterion? 答案:Ethnocentrism第二章1.Geographical location plays a part in access to答案:markets2.Which of the following arguments regarding the need for protectionism isrecognized by economists as valid?答案:Protection of an infant industry3.The Principles of The Belt and Road are including答案:The Belt and RoadInitiative is in line with the purposes and principles of the UN Charter;TheInitiative is open for cooperation;The Initiative follows market operation;The Initiative is harmonious and inclusive4.Countries along the Belt and Road have their own resource advantages andtheir economies are mutually complementary.答案:对5.Climate is one of the most important factors in development is geography.答案:对第三章1.With which of the following would the phrase “Buy American” be mos tclosely associated?答案:Nationalism2.Civil or code law was derived from the _____.答案:Roman law3.The responsibility of determining if a license is required rests with the _____.答案:exporter4.Sovereignty refers to both the powers exercised by a state in relation to othercountries and the supreme powers exercised over its own members.答案:对5.The form of law found in the United States and England is classified as civil orcode law.答案:错第四章1.Which of the following sources of energy has a greater emphasis in NorthAmerica?答案:Oil2.Which of the following is true with respect to the dynamics of globalpopulation trends?答案:The existence of sheer numbers of people issignificant in appraising potential consumer markets.3.Which of the following commodities dominated the trade between Britainand China during the early 1800s?答案:Tea4.When marketers introduce an innovative product or idea, they act as agentsof change.答案:对5.As countries move from agricultural to industrial to services economies,birthrates increase.答案:错第五章1.Marketing research is a general noneconomic review of conditions affectingthe marketing division’s business.答案:错2.Decentering is a hybrid of _____ translation.答案:backreign markets, it is best to accept the information at face value becauseverifying information in foreign markets is extremely expensive.答案:错4.Which of the following types of samples should be used when detailed andaccurate information is not available for a sampling universe?答案:Aconvenience sample5.en Grissom has decided to use information collected by the U.S. governmentin his upcoming research project on cultural trends. This is an example ofusing a _____ data source.答案:sencondary第六章1.KFC sells Youtiao, a kind of Chinese doughnut, at its outlets in China. TheYoutiao is considered an important part of a Chinese breakfast menu. Inmarketing terms, KFC is practicing a _____ strategy.答案:localization2.Which of the following is true about strategic planning?答案:It is conductedat the highest levels of management3.Which of these aspects of international marketing is analyzed in Phase 1 ofthe international planning process?答案:Company character4.The first phase of the international planning process is to adapt themarketing mix to target markets.答案:错5.Incorrect decisions taken in Phase 2 of the international planning processlead to products inappropriate for the intended market or costly mistakes in pricing, advertising, and promotion.答案:对第七章1.Global competition has put more power in the hands of the seller.答案:错2.Consumer perceptions of a quality product often have more to do withmarket-perceived quality than performance quality.答案:对3.The decision to standardize or adapt a product is crucial in delivering quality.答案:对4.Which of the following is the most important criterion for consumers whilepurchasing products?答案:Quality5.What are the two dimensions that help in defining the quality of a product ofquality?答案:Market-perceived quality and performance quality.第八章1.The distribution process includes promotion of goods and services by sellersand resellers.答案:错2.As traditional channel structures are changing, importers and retailers arealso becoming involved in new product development.答案:对3.Channels of distribution often pose longevity problems.答案:对4.Which of the following distribution structures is also known as a traditionaldistribution structure? 答案:Import-oriented5._____ is often the approach of choice in markets with insufficient orunderdeveloped distribution systems.答案:Direct Marketing第九章1.Sales promotions are marketing activities that stimulate consumer purchasesand improve retailer or middlemen effectiveness and cooperation.答案:对2.Contests, sweepstakes, sponsorship of special events such as concerts aretechniques used for maintaining and improving public relations.答案:错3.Different cultures often seek the same value or benefits from the primaryfunction of a product.答案:对4.Integrated marketing communications are composed of all of the followingEXCEPT:答案:political rallying5._____ are short-term efforts directed to the consumer or retailer to achievesuch specific objectives as consumer product trial or immediate purchase.答案:Sales promotion第十章1.Setting the right price for a product can be the key to success or failure in theinternational marketplace.答案:对2.Eliminating costly functional features or lowering overall product quality canminimize price escalation.答案:对3.Deflation causes consumer prices to escalate, and consumers face ever-risingprices that eventually exclude many of them from the market.答案:错4.In general, price decisions are viewed in two ways. Which of the following isone of them? 答案:Pricing is an active instrument of accomplishingmarketing objectives.Pricing is an active instrument of accomplishingmarketing objectives.Pricing is an active instrument of accomplishingmarketing objectives.5.In _____ pricing, the firm is concerned only with the marginal or incrementalcost of producing goods to be sold in overseas markets.答案:variable-cost ## 第一章6.下列哪些可能成为企业国际市场营销的政策动因？（）答案:低息贷款;减税7.企业可以将国内市场已不具备优势的产品转移到国外市场，延长产品生命周期，发挥其竞争优势答案:对8.市场营销的主体具有特殊性，只能是以营利为目标的公司、企业。
国际市场营销（英）课堂测试题
国际市场营销（英）课堂测试题班级：姓名：学号：国贸专业 14 级《国际市场营销》（英）课堂测验⼀⼀、Cloze（共20分，每空2分）。
From a family firm with some 2,000 employees in 1966, the group has grown to become a public company comprising nine factories ①round 6,000 people at home and overseas. It ②f or 25% of the British ceramic tableware industry’s output and for 25% of its exports. The strength of Wedgwood’s marketing ③today is very much centered upon the breadth of its wares---in style, type and price range--- varying from the luxurious in fine bone china tableware to the ④in earthenware and oven-to-tableware. Wedgwood firmly believes that its wide choice of ⑤gives the right marketing ⑥and enable the Group to provide products that appeal to a ⑦section of the world public. Today, Wedgwood—a ⑧of Waterford Wedgwood following the merger in November 1986—comprises many famous names whose products have been ⑨in home and export markets for many years and has gained eleven Queen’s Awards to industry for export ⑩.⼆、Key concepts(共20分，每题2分)1. are concerned with love, friendship, status, and esteem---things that involve a person’s interaction with others.2. refers to how customers think about proposed or present brands in a market.3. means offering new or improved products for present markets.4. A is a homogeneous group of customers who will respond to a marketing mix in a similar way.5. occurs when a customer organization has a new need and wants a great deal of information.6. refers to that the firm contracts with an outside firm to product goods or services rather than to produce them internally.7. A is the people towhom an individual looks when forming attitudes about a particular topic.8.aim at one or more homogeneous segments and try to developa different marketing mix for each segment.9. The decision-making unit of a buying organization is called its .10. Firms that specialize in providing marketing functions other than buying and selling are known as .三．Match and Blank（共30分，每⼩题3分）Match each word in the left box with a word in the right box to form ten common marketing expressions. Some words can be used more than once. Then use these expressions to complete the sentences that follow.1. Convenience goods are those products that customers put forth very little effort in making a .2. The systems and power pants that electric utilities use to meet are made up of various technologies: plants fueled by nuclear energy, coal, natural gas, oil, hydroelectric power, solar, wind, biofuels, and other energy sources.3. Conversely, research on “ sport customers” demands solutions of how to build upon their brand knowledge, formulate or change their preferences for a product, and consequently determine how to make the sport product fits their expected value, personality,and .4. Participants were asked to consider three typical teammate, typical male athlete, and typical female athlete-across two drinking behaviors: frequency of drinking and quantity of drinking.5. At the same time, new surveys show that 90 percent of consumers trust word-of-mouth suggestions, and that some make purchases based on such guidance. ”Consumer-created content is still new enough that it’s much more influential at driving than driving purchases,” said Ms. Riley, the Jupiter analyst.6. As The Wall Street Journal notes: ”It turns out that consumers don’t necessarily want to get their home-phone, wireless, Internet, and TV service from the same company.One : comparison shopping is difficult, since you may not know how much you really are paying for each component of a bundle.”7. Windows and paint change color to harvest sunlight or reject it. But it’s one thing for scientists to talk game and another for builders and homeowners to play. Cutting home energy use means changing and industry practice.8. Continental executives said they are trying to get the message to customers that they will get more service on longer flight. But they also said that in coming weeks, they will probably create a ““ name---Continental would still be a part of it---that would be painted on the planes that fly Calite exclusively.9. Stage has a unique small market where low rents and few direct competitors result in a very attractive store model.” Small towns provide other advantages besides little competition and low rents. Advertising costs are cheaper, and labor costs are less than they are in big cities.”10. The project is a between Cuba and the Canadian mining company Sherritt.四、判断题，对的打“T“，错的打“F”（共30分，每⼩题2分）( )1. Marketing could offer many exciting and rewarding career opportunities.( )2. A production orientation means trying to get customers to buy what the firm has produced.( )3. All marketers should act in a socially responsible manner.( )4. Target marketing is limited to small and homogeneous market segments.( )5. The customer is not part of the marketing mix but should be the target of all marketing efforts.( )6. Generally the channel of distribution is short in business markets and in the marketing of services. ( )7. Customer service is a unpaid form of personal presentation of ideas, goods, or services.( )8. The high customer satisfaction means the high customer equity.( )9. The number of segments that should be formed depends more on judgment than on some scientific rule.( )10. The multiple target market approach will apply one marketing mix to two or more market segments.( )11. Positioning could help the firm build a competitive advantage.( )12. The PSSP Hierarchy of needs has close relationship with the standard of economic.( )13. It is usually economical for marketers to change consumer attitudes than to work with them.( )14. The organizations and the final consumers are all emotional in their buying decision.( )15. Most retail and wholesale buyers see themselves as purchasing agents for their target customer.。
国际市场营销练习题18章节
Chapter 18Pricing for International MarketsTrue / False Questionspanies that use pricing to achieve marketing objectives are engaged in static pricing.2.Exclusive distribution is often used to offset the effects of parallel importing.3.In variable-cost pricing, the firm is concerned only with the marginal or incremental cost of producing goods to be sold in overseas markets.4.A company uses skimming pricing as an objective when it desires to reach a market segment that is relatively price insensitive and thus willing to pay a premium price for the value received.5.One of the export strategies that can be tried when the domestic currency is weak is to improve productivity and engage in vigorous cost reduction.Multiple Choice Questions1.Assuming that the international marketer has produced the right product, initiated the proper channel of distribution, and promoted goods and services correctly, the effort can fail badly if the international marketer fails to: (pick the best answer)A. inform the host government of all its marketing objectives.B. properly price the goods or services.C. work through union representatives.D. consider the environmental impact of its goods or services.E. deliver the product to the correct place at the correct time.2. ______________ imports develop when importers buy products from distributors in one country and sell them in another country to distributors who are not part of the manufacturer's regular distribution system.A. Black-listedB. DirectC. CircularD. Co-mingledE. Parallel3. Which of the following, because it encourages retailers to stock large assortments, often createsa favorable condition for parallel importing?A. exclusive distributionB. selective distributionC. intensive distributionD. global distributionE. dual distribution4.Another term for parallel importing is:A. the black market.B. manufacturer black-listing.C. government piracy.D. gray-market goods.E. forwarded market.5.In _____________ pricing, the philosophy is that no unit of a similar product is different from any other unit in terms of cost and that each unit must bear its full share of the total fixed and variable cost.A. full-costB. fixed-costC. variable-costD. demand-basedE. supply-basedEssay Questions1.Explain the process called parallel importing.2.What is the difference between variable-cost pricing and full-cost pricing.。
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二、判断题Chapter one1. A marketing exchange cannot take place unless each party in the exchange has something that the other party values. T2.The owners of the Plane Rubber and Tire Company are pleased with their low unit costs and high production volumes. Salespeople are unnecessary because buyers are always waiting for new tires to come off the assembly line. Plane currently has a production orientation. T3.The president of Hoppity Flea Collars docs not find it necessary to conduct much marketing research because the telephone selling campaign has been such a successful marketing strategy. Hoppity has a marketing orientation. F4.Having a sales orientation is the same as having a market orientation since both have the ultimate goal of satisfying customer needs. F5.You are about to start manufacturing and selling ferret food. You have met with your board of directors and you all discussed the benefits and sacrifices regarding the purchase of your food. Knowing the ratio of benefits to sacrifices allows you to specify how much customer value you will achieve. F6.The marketing mix variables are product. place, promotion, and price. T7.Conceptually, international marketing differs from domestic marketing only by virtue of the fact that the marketer must operate in more than one nation. TChapter three1. Soft currencies can readily be exchanged for other currencies. while hard currencies are not so easily exchanged.F2. Foreign licensing grants foreign marketers the right to use a domestic company's trademark, patent, or process ina specified geographic area. T3. A multinational corporation is a firm that has entered the international marketplace by exporting its products to aforeign market. F4. Though the first multinational corporations were US based, today it is as likely for a multinational to be Japanese,German, or British as to be American. T5. If it is believed that tastes are sufficiently homogeneous in different parts of the world to allow a standardmarketing strategy everywhere, then a global marketing strategy is appropriate. T6. Use of a straight extension marketing strategy usually results in economies of scale in production and marketing.T7. In a countertrade, goods and services from one country are exchanged for goods and services from anotherinstead of for cash. T8. Some marketing exchanges are still characterized by transaction-based marketing, such as residential realestate sales. T9. Traditionally, manufacturers have focused their energies on making products and then promoting those productsto customers in hopes of selling enough of those products to cover costs and earn a profit. T10. Often, the desirability of partnering in the business market is based upon the fact that each firm brings to thepartnership something that the other needs but cannot provide. TChapter four1. US firms operating in the international marketplace are clearly affected by a legal environment including US laws,international laws, and laws of the host country. T2. Government regulations that tax or otherwise set limits on the number of goods and services by foreignproducers are known as trade barriers. F3. A free trade area extends a customs union by seeking to reconcile all government regulations affecting trade.F4. Trade officials are in full agreement as to the direction the WTO should follow in pursuing its major policyinitiatives. F5. Foreign licensing can build revenues without the capital outlay required for establishment of manufacturingfacilities in a foreign country. T6. The trend toward increased foreign ownership of assets in the United States will probably decline because of theincreased hostility toward and government regulation of foreign- owned businesses operating in the United States. F7. Income left over after an individual pays taxes and purchases the basic necessities of food, clothing and shelter iscalled disposable income. F8. A comprehensive spending pattern shows the percentages of annual family expenditures allotted to generalclasses of goods and services. T9. Import tariffs are the means by which a government controls the in-flow of foreign goods across its borders.T10. Although WTO is a global institutional proponent of free trade, it is not without critics. TChapter five1. Culture is learned behavior passed on from generation to generation, but it is not difficult for the inexperienced oruntrained outsider to fathom. F2. Equality, disadvantaged members of society, safety and health, education and general welfare, pollution aresocial responsibility issues related to community relations. F3. All marketing employees are responsible for setting the ethical tone for the entire marketing organization. F4. Green marketing refers to the development, pricing, promotion and distribution of products that do not harm theenvironment. T5. Water pollution, air pollution, land pollution, safety and health are social responsibility issues related to theenvironment, or green marketing. F6. The vital, critical skill of the global marketer is perception, or the ability to see what is so in a culture. T7. Gestures, carriage, proximity of speakers, eye contact, and smiling all play key roles in a culture's use oflanguage. T8. Every country and culture has a history that will greatly affect both the market and the marketer. T9. Being enthusiastic about a product and having a personal attachment to it are two similar things. F10. Although the hospitality and tourism industries are slightly affected by religious holidays, marketers withproducts related to those industries need to be highly sensitive to this issue. FChapter six1.Early marketing research was fairly sophisticated because statistical techniques were sufficiently refined toproduce high levels of accuracy in research findings. F2.In the event that a new competitor were to enter a market in which you were involved. one question marketingresearch might help answer for you would be “ What must w e do to differentiate our company from our competitor?”T3. A hypothesis is a statement about the relationship among variables that carries clear implications for testing therelationship. It sets the stage for more in-depth research by clarifying what researchers need to test. T4.Trade associations represent an excellent source of private data for particular industries. T5.Sampling is the process of selecting survey respondents or other research participants. Trmation related to global markets is not readily available to American firms seeking to enter foreign markets.The Department of Commerce has only recently begun to collect data to assist firms in this area. F7.Telephone interviews are a suitable method of collecting primary marketing research data all over the worldbecause the telephone is now the universal appliance found in every home. F8.An MIS is a planned, computer-based system designed to provide managers with a continual flow of informationrelevant to specific decision areas. T9.An MIS gathers data only from inside the organization and processes it to product relevant marketing information.Fputers have automated the buying process at large retailers, opening new channels for gathering marketinginformation. TChapter seven1. The target market for a product is the specific segment of consumers most likely to purchase a particular product.T2. The division of the total market into smaller, relatively homogeneous groups is called market selectivity. F3. The number and size of the market segments chosen by a firm must not exceed its marketing capabilities.T4. Marketers must identity segments sufficiently small enough to capture in their entirely and effectively promote toas an exclusive source of some needed product. F5. Marketers are often able to identify totally homogeneous markets segments；there are seldom majordifferences among the members of a target market group. F6. The information, analysis, and forecasts accumulated through the entire market segmentation decision processallow management to assess the potential for achieving company goals and to justify committing resources to develop one or more segments. T7. Using differentiated marketing, Culture's Edge can market a wide range of trips exploring ethnic, cultural, andlifestyle-based issues that together appeal to the majority of vacation travelers, yet sell them in such a way as to appeal to individual parts of that market. T8. Colorado River White Water Raft Tours may take your breath away, but they don't take American Express! Thisrepresents an attempt by Visa Card to position itself with to one of its competitors. T9. The firm's segmentation strategy may change as its product progresses through the stages of the life cycle.During the early stages, undifferentiated marketing might effectively support the firm's attempt to develop initial demand for the product. T10. Marketers can create a competitive positioning map from information solicited from competitors or from publicdatabases that track consumer attitudes, opinions, and interests. FChapter eight1. The principal disadvantage of licensing is that it can be a very limited form of participation. T2. Exporting is the most traditional and well-established form of operating internationally. T3. Licensing, joint ventures and importing are points and tools for global market entry and expansion. F4. Large-scale direct expansion may be less expensive and a major commitment of managerial time and energy isunnecessary. F5. Management contracting includes the sharing of risk and the ability to combine different value chain strengths.F6. One of the advantages of joint venture is better control of sales activities compared with other forms ofparticipation in foreign markets. F7. Licensing is an alternative entry and expansion strategy with considerable appeal. T8. Direct exporting lakes place through sales by foreign distributors, sales agents, and overseas subsidiaries. T9. As export merchants, they are essentially acting as domestic wholesalers operating in foreign markets throughtheir own sales agents or salesforce. T10. International trading companies tend to be large-scale manufacturers and merchants and they are involved inwholesale and retail distribution. TChapter nine1. The final step in the marketing control process is to compare actual performance and standards. F2. In a period of recovery, the best marketing strategy for Electrolux would he characterized by flexibility. F3. In the beer industry, a few large brewers supply the majority of the market. The brewing industry is an example ofthe competitive structure ： Monopolistic Competition. F4. Post Office Parcel Services firms would most likely have a monopoly for its competitive environment. F5. Essex Office Products has decided to use a particular competitive tool that it feels will have a major impact. Itsconsultant, Dr. Bell, contends that this particular approach is the one most easily copied by the firm's competitors.The tool in question is： market segmentation. F6. A small hardware store whose only competitor is a huge discount store would be least likely to use thecompetitive tool distribution. F7. Customer value analysis refers to analysis conducted to determine what benefits target customers value and howthey rate the relative value of various competitors’ offers. T8. Some basic competitive positioning strategies that companies can follow are：overall cost leadership,differentiation, and focus. T9. While trying to expand total market size, the leading firm must constantly protect its current business againstcompetitors’ attacks. T10. Competitor-centered company is a company whose moves are mainly based on competitors’actions andreactions; it spends most of its lime Cracking compelilors1 moves and market shares and trying to find strategies to counter them. TChapter ten1. Ford Motor Company’s marketing strategy in Europe reflects a company that saw Europe as distinctlyfragmented into narrow markets within their specific nation states. F2. The United States can be considered as a good example for regional economic integration. T3. Regional economic integration is the political and economic agreement among countries that give preference tomember countries to that agreement. T4. Global strategic partnerships will become less important in the Asia-Pacific regions. F5. The WTO allows a departure from its policy to grant the same favorable trade conditions to all WTO members inthe case of regional trade agreements ( RTAs ). T6. The goal of a free-trade area ( FTA ) is to abolish work permits among its members. F7. Collaborative agreements can be used to refer to linkages between companies to pursue a common goal. T8. Custom unions levy a common external tariff on goods being imported from nonmembers. T9. Changes in the political, economic, socio-cultural, and technological environments are leading to new strategiesin global competition. T10. Trade creation allows consumers access to more goods at lower prices and is considered a major benefit ofregional economic integration. TChapter eleven1. A company's research and development process is the only way for them to develop new products. F2. The step-by-step new product development process explained in the text has been used by so many companiesover so many years that it is almost failure-proof today. F3. The first full-scale working product from a concept is called a “prototype. “T4. When a product has been in the maturity stage of the product life cycle for a period of time, marketing managershave pretty well lost any control of the product to the competitive vagaries that characterize that stage. F 5. Brand equity is the added value a given brand name gives to a product beyond the functional benefits provided.F6. The marketing objective for a product in the introduction stage of the product life cycle (PLC ) is to promoteconsumer awareness and gain trial. T7. The goal of VCR manufacturers’advertisement is to maintain brand loyalty and market share; the productcategory is in the introduction stage of its product life cycle. F8. Products that are used directly in the production of a final product but are not easily identifiable are categorized ascomponent parts. T9. Machines and tools used in a production process but not as part of final products are classified as componentparts. F10. Routinely purchased items that do not become part of the final physical product and are treated like expenseitems rather than capital goods are classified as supplies and services. F11. A desirable feature for a brand name is it can be used as the general name for all products in the category.FChapter twelve1. Pricing and price competition is the number-one problem facing most marketing executives. T2. External environmental factors have the greatest effect on pricing decisions. F3. “ Forward buying” means that w holesalers stock up on far more merchandise than they can sell duringmanufacturers’ price promotions, and then resell to customers at higher prices after the promotion is over. T4. A firm’s total cost is made up of two components: direct costs and variable costs. F5. “Optional product pricing” is adding services to the base product to differentiate it from competitors and justifyhigher prices and margins. F6. The fact that prices are usually higher ( often substantially higher ) in foreign markets is called price escalation.T7. The Robinson-Patman Act seeks to prevent unfair price discrimination by ensuring that all members at a givenlevel in the channel of distribution are offered the same terms by the seller. TChapter thirteen1. A wholesaler is a marketing intermediary that takes title to the goods it sells and then distributes those goods toretailers, other distributors, and sometimes consumers. T2. A generalization that is usually true of marketing channel length is： The more standardized the product. theshorter the channel. F3. When Coca-Cola and Nestle formed a joint venture to market ready-to-drink coffee and tea worldwide, theyformed a horizontal marketing system. T4. The use of two or more marketing channels to reach the same target market is referred to as dual channeling.F5. Forcing a dealer to take the full line of products in order to get a strong brand is illegal. F6. Once a firm has defined its channel objectives, it should identify its channel alternatives, i. e. the types andnumber of intermediaries and the functions that each intermediary should perform. T7. Third party logistics basically means that firms outsource logistical tasks to independent providers who may adoptone or all of the functions required to get clients’products to market. T8. A direct-marketing channel consists of a manufacturer selling directly to the final customer. T9. Intensive is the type of distribution where there is the use of more than a few but less than all of the intermediarieswho are willing to carry a particular product. F10. When retailers develop private brands to compete with producers’ brands, the type of marketing channel conflictis vertical. TChapter fourteen1. A company's integrated marketing communications mix also goes by the name of promotional mix. T2. Contests, free samples, and coupons are examples of personal selling. F3. Non-personal communication channels carry messages without personal contact or feedback. T4. ACD Corporation sells technical products and its customers are concentrated in a small geographic area. Thecompany will use advertising the most. F5. Companies that use the affordable method base their promotion budget on a certain percentage of current orforecasted sales and / or a percentage of the sales price. F6. Mast larger companies combine push and pull strategies to move their products from the manufacturer to the finalconsumer. T7. When Gin Toy advertises a toy on Saturday-morning television and tells children to ask for the product at theirfavorite toy store, it is implementing a pull strategy in its promotion mix. T8. While the promotion mix is the company's primary communication process, the entire marketing mix must becoordinated for the greatest communication impact. T9. If a push policy is employed in promoting a product, the firm promotes only to the next institution down themarketing channel. T10. A television commercial demonstrating the versatility of the Mercedes sports utility vehicle would best beclassified as product advertising. T11. The main disadvantage with the percentage-of-sales method of setting advertising budgets is that it reversescause and effect. T12. An evaluation of media impact will help determine the media types to be used. T13. Marketers have found much success using standardized ads in their global advertising. FChapter sixteen1. The Matrix organizational structure uses teams whose members report to two or more managers. T2. Small and medium-sized firms most commonly use matrix organizational structure. F3. The process of creating an organization’s structure is called organizing. T4. A marketing control process provides feedback on how well a marketing strategy is working in the marketplace.T5. With regard to “marketing organization”, firms that focus their attention on developing a coordinated marketingmix for each brand are examples of matrix organizations. F6. The hard task of selecting an overall company strategy for long-run survival and growth is called marketingcontrol. F7. The marketing audit is a comprehensive, periodic examination of a company's environment, objectives,strategies, and activities to determine problem areas and opportunities. T8. A marketing audit is a control device used primarily by large corporations to study past performance. F9. Gabble’s Granola has set up a committee to formally study its current status and capabilities and its futureexpectations. Gabble's Granola is conducting a marketing audit. F10. A marketing audit should evaluate a company's whole marketing program on a regular basis. T11. A planning manager from corporate headquarters finds that his eastern region has no effective method ofallocating resources or evaluating goals and performance of the marketing organization. He suggests that the region should prepare a marketing audit. T12. A marketing audit should be conducted by the person who is most familiar with each of the firm's marketing plans.F13. A marketing audit should help determine if the company's marketing objectives are reasonable. TChapter seventeen1. E-marketing is a generic term used to describe all marketing channels facilitated by the Web. T2. One reason so many companies and government agencies are interested in the development of extensiveelectronic commerce is because of its potential to shift or eliminate costs. T3. Electronic commerce has become collaborative commerce. T4. China still takes the lead of the e-commerce both in technology and practices. F5. In the 1990s, the Chinese government enacted *'golden bridge”, "gold card" and "golden gate” projects topromote e-commerce. F6. Traditional marketing, from a communications standpoint, is primarily a one-way medium. TChapter eighteen1. Direct marketing involves one-way connections aimed at consumers. F2. Direct marketing is convenient, easy, and private. T3. Direct marketing is poor in building customer relationships. F4. Internet marketing has the advantage of reducing costs. T5. Direct marketing sales have grown at about 4% annually. F6. A customer mailing list and a customer database are the same. F7. Companies use their databases to identify prospects. T8. Telemarketing is the major direct marketing communication tool. T9. Direct mail marketing involves only selling catalogs to customers. F10. Three new forms of direct mail are fax, e-mail, and voice mail. T。