国际营销英语考试题
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、。
新世纪国际营销英语刘法公答案
新世纪国际营销英语刘法公答案1、My brother is too shy. He _______ speaks in front of lots of people. [单选题] *A. alwaysB. usuallyC. seldom(正确答案)D. sometimes2、Her ideas sound right, but _____ I'm not completely sure. [单选题] *A. somehow(正确答案)B. somewhatC. somewhereD. sometime3、57．Next week will be Lisa's birthday. I will send her a birthday present ________ post. [单选题] *A．withB．forC．by(正确答案)D．in4、____ is standing at the corner of the street. [单选题] *A. A policeB. The policeC. PoliceD. A policeman(正确答案)5、Will you please say it again? I _______ you. [单选题] *A. didn’t hear(正确答案)B. don’t heardC. didn’t heardD. don’t hear6、Finally,I have _____ interesting to share with you,and I am sure you will be interested in it. [单选题] *A. everythingB. something(正确答案)C. nothingD. anything7、Nowadays schools should care for the full _______ of a student’s talents. [单选题] *A. satisfactionB. development(正确答案)C. communicationD. preparation8、We will _______ Mary this Sunday. [单选题] *A. call on(正确答案)B. go onC. keep onD. carry on9、The plane arrived at London airport _______ Wednesday morning. [单选题] *A. on(正确答案)B. atC. inD. for10、He has grown rich lately. [单选题] *A. 后来B. 以后C. 终于D. 最近(正确答案)11、My dog is very _______. It is safe to touch it if you want to. [单选题] *A. luckyB. deliciousC. friendly(正确答案)D. helpful12、I have seldom seen my father（）pleased with my progress as he is now. [单选题] *A. so(正确答案)B. veryC. tooD. rather13、The teacher asked him to practice playing the piano _______. [单选题] *A. often as possibleB. as often possibleC. as possible oftenD. as often as possible(正确答案)14、( ) The Great Wall was listed by the UNESCO as ___ World Heritage Site. [单选题]*A. a(正确答案)B. theC.\D.an15、John had planned to leave but he decided to stay in the hotel for _____ two days because of the heavy rain. [单选题] *A. otherB. another(正确答案)C. the otherD. others16、A?pen _______ writing. [单选题] *A. is used toB. used toC. is used for(正确答案)D. used for17、Once you get on the road, here are some traffic _______ to remember. [单选题] *A. problemsB. positionsC. rules(正确答案)D. points18、Don’t play games on the computer all day. It’s ______ for your eyes. [单选题] *A. bad(正确答案)B. usefulC. helpfulD. thankful19、( ) Some students preferred to stay in the toilet ______ do morning exercises. [单选题] *A in order to notB in not order toC in order not to(正确答案)D not in order to20、Can you _______ this form? [单选题] *A. fillB. fill in(正确答案)C. fill toD. fill with21、On Easter children _______ eggs around the house. [单选题] *A. hunt for(正确答案)B. send forC. prepare forD. ask for22、一Mary wants to invite you to see the movie today. 一I would rather she（B）me tomorrow. [单选题] *A.tellsB. told (正确答案)C. would tellD. had told23、He has two sisters but I have not _____. [单选题] *A. noneB. someC. onesD. any(正确答案)24、Reading（）the lines, I dare say that the government are more worried than they admitted. [单选题] *A. behindB. between(正确答案)C. alongD. among25、We have made a _______ tour plan to Sydney. [单选题] *A. two dayB. two daysC. two-day(正确答案)D. two-days26、My sister _______ listen to music when she was doing her homework．[单选题] *A. used to(正确答案)B. use toC. is used toD. uses to27、--What are you going to be in the future?--I want to be _______ actor. [单选题] *A. aB. an(正确答案)C. theD. /28、The beautiful radio _______ me 30 dollars. [单选题] *A. spentB. paidC. cost(正确答案)D. took29、28．The question is very difficult. ______ can answer it. [单选题] * A．EveryoneB．No one(正确答案)C．SomeoneD．Anyone30、_______, making some DIY things is fashionable. [单选题] *A. Stand outB. In ones opinionC. In my opinion(正确答案)D. Out of fashion。
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。
【精品课程】国际市场营销各章英语习题
Chapter 1 Introduction1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?2.What is meant by global localization? Is Coca-Cola a global product?Explain.3.Describe some of the global marketing strategies available to companies.Give examples of companies using the different strategies.4.How do the global marketing strategies of the Harley-Davidson andToyota differ?5.Describe the difference among ethnocentric, polycentric, regiocentric, andgeocentric management orientations.6.Identify and briefly describe some of the forces that have resulted inincreased global integration and the growing importance of global marketing.7.Define leverage and explain the different types of leverage utilized bycompanies with global operations.8.What, in your view, is the future of a company such as Renault? Will it beable to continue as an independent company? Why? Why not?9.What are some major trends in the world that will affect marketing?Chapter2 Entry and Expansion Strategies1.What are the alternative tools or strategies for expanding internationally?What are the major advantages and disadvantages of each strategy?2.The president of XYZ Manufacturing Company of Buffalo, New York,comes to you with a license offer from a company in Osaka. In return for sharing the company’s patents and know-how, the Japanese company will paya license fee of 5 percent of the ex-factory price of all products sold based onthe U.S. company’s license. The president wants your advice. What would you tell him?3.What are the differences among companies at international, multinational,global, and transnational stages of development? Find examples of companies that fit the characteristics of each of these types.4.Why is exporting from the United States dominated by large companies?What, if anything, could be done to increase exports from smaller companies?5.What six criteria should be assessed when evaluating potential exportmarkers?6.What does it take to be a successful exporter?7.Which strategic options for market entry or expansion would a smallcompany be likely to pursue? A large company?Chapter3 The Global Economic Environment1.Explain the differences among a market allocation economic system, acommand allocation system, and a mixed system.2.What are the stages of national market development, and what percentageof world income is found in each of the stages?3.What is the pattern of income distribution in the world today? How dodeveloping country markets compare with high-income country markets in the proportion of income going to the bottom and the top 20 percent of the population?4. A manufacturer of long-range radios is assessing the world marketpotential for his product. He asks you if he should consider developing countries as potential markets. How would you advise him?5.Are income and standard of living the same thing? What is meant by theterm “standard of living”?6.Describe the similarities and differences among a free trade area, acustoms union, a common market, and an economic union. Give an example of each.Chapter 4 The Social and CulturalEnvironmentof Global Marketing1.What is culture? Is there such a thing as a cultural universal or culturaluniversals: If your answer is affirmative, give an example of a cultural universal. If it is negative, explain why there is no such thing.2.Can Hofstede’s cultural typologies help marketers better understandcultures outside their home country? Is you answer is yes, explain how, and if it is no, explain why not.3.Explain the self-reference criterion. Go to the library and find examples ofproduct failures that might have been avoided through the application of the SRC.4.What is the difference between a low-context culture and a high-contextculture? Give an example of a country that is an example of each type, and provide evidence for your answer. How does this apply to marketing?5.Consider the equation Y= f(A, B, C, D, E, F, G), where Y stands forconsumption of soft drinks and D is the variable for cultural elements. How would this equation help a soft-drink marketer understand demand for soft drinks in global markets?Chapter5 The Political, Legal, and RegulatoryEnvironments of Global Marketing1.What is sovereignty? Why is it an important consideration in the politicalenvironment of global marketing?1Briefly describe some of the differences that relate to marketing between the legal environments of a country that embraces common law as opposed to a country that observes civil law.2Global marketers can avoid legal conflicts by understanding the reasons conflicts arise in the first place. Identify and describe several legal issues that relate to global commerce. What alternatives are available from a marketing perspective?3See you in court” is one way to respond when legal issues arise. What other approaches are possible?Chapter6 Global Marketing Information4What is the major source of information for headquarters executives of global companies?5What are the different modes of information acquisition? Which is the most important for gathering strategic information?6Assume that you have been asked by the president of your organization to devise a systematic approach to scanning. The president does not want to be surprised by major market or competitive developments. What would you recommend?7What is the difference between existing, latent, and incipient demand? How might these differences affect the design of a marketing research project?8Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?9How does the Internet affect market information systems?Chapter7 Segmentation, Targeting, and Positioning10What is a global market segment? Pick a market that you know something about, and describe the global segments for this market.11Identify the major geographic and demographic segments in global markets. has been an early winner in the on-line book business. Which market segments has Amazon served? Are the Amazon target market segments in the United States and the rest of the world identical?13Smoking is on the decline in high-income countries where the combination of longer life expectancy, education, income, and legal action has created a powerful anti-smoking campaign. Global tobacco companies are shifting their focus from high income to emerging markets where the combination of rising income and theabsence of anti-smoking campaigns is leading to ever-increasing demand for cigarettes. Is this shift in focus by global tobacco companies ethical? What, if anything, should residents in high-income countries do about the rise in smoking in emerging markets?Chapter8 Product Decisions1.What is the difference between a product and a brand?2.What are the differences among a local, an international, and a globalproduct or brand? Cite examples.3.What criteria should global marketers consider when making productdesign decisions?4.How can buyer attitudes about a product’s country of origin affectmarketing strategy?5.Identify several global brands. What are some of the reasons for the globalsuccess of the brands you chose?6.Briefly describe various combinations of product/communicationstrategies available to global marketers. When is it appropriate to use each?Chapter9 Global Marketing Channelsand Physical Distribution1.What factors influence the channel structures and strategies available toglobal marketers?2.What is “cherry picking”? What approaches can be used to deal with thisproblem?pare and contrast the typical channel structures for consumer productsand industrial products.4.Briefly discuss the global issues associated with physical distribution andtransportation logistics. Cite one example of a company that is making efficiency improvements in its physical distribution.5.What special distribution challenges exist in Japan? What is the best wayfor a non-Japanese company to deal with these challenges?Chapter 10 Pricing Decisions1.What are the three basic factors affecting price in any market? Whatconsiderations enter into the pricing decision?2.Identify some of the environmental constraints on global pricing decision3.What is “dumping”? Is it an important trade issue or a red herring?4.What is a transfer price? What is the difference, if any, between a transferprice and a “regular” price? What are three methods for determining transfer prices?5.What are three alternative approaches to global pricing? Which one wouldyou recommend to a company that has global market aspirations?6.If you were responsible for marketing CAT scanners worldwide (averageprice, $1,200,000) and your country of manufacture was experiencing a strong and appreciating currency against almost all other currencies, what options are available for adjusting prices to take into account the strong currency situation?Chapter 11 Globalcommunication1.In what ways can global brands and global advertising campaigns benefit acompany?2.How does the standardized-versus-localized debate apply to advertising?3.When creating advertising for world markets, what issues must artdirectors and copywriters take into account?4.How do the media options available to advertisers vary in different partsof the world? What can advertisers do to cope with media limitations in certain countries?5.What is the role of public relations in global marketing?6.What is the role of sales promotion in the marketing mix? How do theseroles differ for industrial and consumer products?7.Does the role of promotion in the marketing mix vary from one country tothe next for the same product?8.How does personal selling differ in international markets?9.What effect will the Internet have on global promotion?10.One important impact is that buyers will be able to scan the world to get thebest price for the product of their choice. The balance of power will shift from producers to consumers; price disparities in different parts of the world are likely to be diminished as producers adjust to the new world of price transparency.Chapter 12 Leading, Organizing theGlobal Marketing Effort14What are the major variables influencing control in a global company?15What is the major complaint of managers in subsidiary companies about the control practices of headquarters?16What is a global marketing audit?17What kind of planning problems develop in the headquarters of a global company?18What are the problems in planning at the country or subsidiary level in a global company?19How would you advise a company manufacturing a line of construction equipment to organize on a global scale?。
《国际市场营销》英文标准答案
2008~2009学年度第二学期期末考试试卷国际市场营销A卷答案一、Filling the Blank（1 ×20＝20）1. Marketing2. The company, suppliers ,marketing intermediaries, customers, political/legal environment, economic environment, sociocultural environment, technological environment3. Product, Price, Place, Promotion4.differentiation through products, differentiation through service, differentiation through personnel, differentiation through image5.personal selling, sales promotion, public relations Ⅱ、Individual choice: （2 ×10＝20）1-10 BDCDC DDBCA三．英译汉：(5×5=25)1.服务行业有很多种，服务类组织从大型的跨国公司如航空，银行，保险，电信，连锁酒店，以及货物运输到大量的小企业如餐馆，洗衣店，出租车......2.尽管市场调查仅能提供很少有完全保险的信息，但它对于提高营销决策成功的可能性能减少风险和不确定性。
3.中国的消费者是谨慎的，关注质量的，看重功能更重于外型，对于品牌一般模棱两可。
4．广告是一个非人员的，单向大众化传播一个产品，由营销者出钱。
它包括使用传播媒介来广而告之，说服，大众化，提醒潜在的和已存在的消费者关于一个公司的产品或活动。
5．传统地，“市场”是一个买方和卖方集中的地点来交换他们的商品，比如乡村集市。
英文版国际营销学期末试卷4
英文版国际营销学期末试卷4A, True or False (2’X10=20’)1.Items sold in the convenience stores are usually more expensive thansimilar items sold in the supermarket.2.The marginal effect of advertising on sales is always same throughoutdifferent stages of new product diffusion.3.Strategy guru Michael Porter’s three “generic” strategies are: cost leadership,diversification, and focus.4.The sales quantity of a new product is evenly distributed in different timeperiods.5.Post-purchase satisfaction is a function of the co nsumer’s product expectations andthe product’s perceived performance.6.Personal communication is a more efficient way to increase consumer’snew product awareness level than advertising7.New product development involves very high cost and risks of failure.Therefore, companies should not develop new product.8.The higher the price, the lower the demand, given others constant.9.Product line extension could possibly damage the reputation of the motherbrand.10.Marketing is both an art and a science—there is constant tension between theformulated side and the creative side.1,T 2,G 3,F 4,F 5,T, 6,F 7,F 8,F 9,T 10,FB. Multiple Choices (3’x10=30’)1, The characteristics of services include the following components EXCEPT:a, distinctivenessb, intangibilityc, perishabilityd, inseparability2, What is the objective of quantity discount to the consumers?a, provide more welfare to the consumers b, extract more consumer surplusc, attract more customers d, none of the above3, General Mills offers different product lines in China market from those in US.What kind of strategy General Mills uses here in the world marketplace?a, price discriminationb, cost leadershipc, focusd, differentiation4, If you go to a national electronic appliance chain store in China, you will find more air conditioners but fewer heaters in southern China where it is hot. A chain store in northeastern China where it is cold, however, sells more heaters but fewer air conditioners. The Chinese chain store realizes that the people in each of these areas do not have the same needs and should therefore not be offered the same products. This is an example of __________.a. benefits segmentationb. geoclusteringc. demographic segmentationd. behavioral segmentation5, In the buying center, __________ are people who request that something be purchased, including users or others.a. initiatorsb. influencersc. decidersd. approvers6, Bentley produces fine automobiles with price tags in the $300,000 and above range. Because the number of people with sufficient income to purchase a Bentley is relatively small, we might say Bentley is engaged in __________ marketing.a. localb. aggregatedc. individuald. niche7, The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company is termed__________.a, the sales reporting systemb, marketing researchc, marketing intelligenced, the sales force8, What are the two solutions to unprofitable customers?a. Lower fees; reduce service.b. Lower fees; increase service.c. Raise fees; increase service.d. Raise fees; reduce service.9, In the absence of noticeable and rapid healing, Susan is not sure whether she got good service by her physician. Medical services are a good example of this type of difficulty— __________—where the consumer finds hard to evaluate even after consumption.a. search qualitiesb. experience qualitiesc. credence qualitiesd. differentiation qualities10, Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down the cost and thus expand the market. This is most indicative of the __________ concept.a. productionb. productc. customerd. marketing1,a 2,b 3,d 4,b 5,a 6,d 7,b 8,d 9,c 10,aC. Short Essay Questions (10’+10’=20’)1, Perform a limited SWOT analysis for the Wal-Mart company. (10’)Strength: low price, scale of economy, high bargaining power to supplier and customer, strong reputationWeakness: low serviceOpportunity: expansion to other country and areaThreat: strong local competitors with established relationship with suppliers.2, Happy Days seafood restaurant in Sanya of Hainan Province has just been bought by a young and rich Chinese businessman. The new owner wants to make Happy Days stand out among the many competitors by being the highest quality restaurant. Explain at least five ways Happy Days quality could be improved. (10’)∙Reliability∙Assurance∙Tangibles∙Empathy, and∙ResponsivenessOR.Identify high quality foodHire highly skilled chefs and waitressStandardize cooking and serving processCultivate good meal environment in restaurantDifferentiate product features and relevant pricing strategyD. Long Essay Questions (30’)China Premium League Football Match is a popular TV program in China.1)Please discuss the marketing efforts of China Premium League Football Matchitself, in terms of traditional marketing mix: price, product, promotion and place.What is doing right and what is left to be improved in future? (15’)Price: OK. Not too expensive.Product: really bad. Corruption everywhere. If the product quality is too bad, it may drive audience away.Promotion: OK. With some new features.Place: OK covering all major cities in China.2)Please answer whether a company should or should not take advantage of ChinaPremium League Football Match to market its products. If you choose yes, please explain how to market the product by China Premium League Football Match. If you choose no, please explain why you would not like to market the product by China Premium League Football Match. (15’)Yes. High exposure rate so far. Sporty goods, goods purchased by male are more appropriate than products purchased usually by female.No. The League match is really too bad and destroys the reputation of products advertised with them.。
国际营销英语考试题
国际营销英语考试题————————————————————————————————作者：————————————————————————————————日期：1. In PLC，( )is a period of slowdown in sales growth because the product has achieved acceptance by most potential buyers. At this stage, competition increases as rival firms fight for a bigger share of the market. Profits levels off or decline because of increased marketing outlays to defend the product against competition.Introduction B. Growth C. Maturity D. Decline2.In BCG Matrix, the business with high market share and low market growth was called ( )Stars B. Cash cows C. Problem children D. Dogs3.A manufacturer of air conditioner guarantees that they will repair the air conditioner for free within a year from the consumer buying it. This belongs to ( )A. Core productB. Real productC. Enhanced productD. Not sure4. Which one of the following is not the content of socio-cultural environment? ( )A. ReligionB. BeliefC. LanguageD. Income5.The “4Ps” theory of marketing mix is developed by ( )A. Philip KotlerB. Jerome McCarthyC. Robert LauterbornD. DonE. Schuhz6.Lucy’s frie nd bought a digital camera, which is of interest to Lucy. So Lucy decides to buy one. Which stage is Lucy in? ( )A. Need recognitionB. Information searchC. Evaluation alternativesD. Purchase decision7. ( )is the pricing strategy of setting a relatively high price for a new, innovative, or much improved product or service at first, then lowers the price over time.A. Market skimmingB. Market penetrationC. TenderingD. Contribution pricing8. A well-developed model of buyer behavior is ( ). The essence of the model is that it suggests consumers will respond in particular ways to different stimuli after they have “processed” those stimuli in their minds.A. stimulus-response modelB. black-box modelC. both A and BD. neither A or B9. When backed by purchasing power, wants become ( )A. social needsB. physical needsC. self-esteem needsD. demandsⅡ. Answer the questions.What are the contents involved in Macro-environment and Micro-environment?What are the types of competitors?What are the three levels of a product?How does the Boston Box classify products?What are the stages of PLC? What are the characteristics of every stage?What are the characteristics of market penetration pricing and market skimming pricing respectively?7. What is the simplest distribution channel?8. What is the buyer decision process for general products?9. How is the post-purchase behavior important for a company?10.What are the factors affecting consumer behavior?11.How are the reference groups classified?12.What are the Maslow’s hierarchy of needs?13.To describe the four types of buying behavior with a figure.Quiz21.生产消费品中的便利品的企业通常采取（）渠道策略。
英文版国际营销重点及答案
国际营销International Marketingis the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.国际营销市场细分International marketing market segmentationEnterprises after entry into a foreign market, due to customer demand is varied in the country, businesses cannot meet all the needs of customers, and can be broken down into a number of markets, meet the needs of one or several markets.After that when the company decides to enter an overseas market, it will find that customer demand on the local market there is still a difference, need to be further subdivided into a number of markets, with a view to selecting one or several markets to target markets.文化culture（1）is the sum of the "value, rituals, symbols, beliefs, and through processes that are learned and shared by a group of people ,then transmitted from generation to generation."（2）Is the human made part of human environment-the sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society营销渠道Marketing channelsMarketing (Marketing channels) refers to the product or service path along the transfer, transfer from participating product or service activities in order to make the product or service is easy to use or consumption of all organizations.销售促进销售促进（英文为：Sales Promotion，简称SP）Sales promotion (English: Sales Promotion, known as SP), also known as a marketing promotion, it is an enterprise using a variety of short-term incentives to encourage consumers and brokers to buy promotional activities, distribution of products and services.1.国内营销与国际营销区别和共同点International marketing is developed on the basis of marketing. As the different branches of marketing, international marketing and domestic marketing of existing linkages, and differentiated.(A)Link1. Based on commonality of international marketing and domestic marketing are based on the principles of economics as a theoretical basis.2. Consistency of concepts in contemporary economic activity, international marketing and domestic marketing concepts are consistent in nature, are "marketing concept" as a guiding principle, to meet consumer demand and user-centric.3. Operation is easy, in management, international marketing and domestic marketing there is often a certain amount of contact. Their business processes, international marketing is an extension of domestic marketing(B) the difference1. International marketing environment has become more complex2. Uncertainties facing the international market moreChanging trend of the market demand for our products, as well as consumer buying motives, consumer psychology, evaluation of products, it is difficult to determine. Enterprises ' difficulty in timely, accurate information about competitors ' reactions, and multinational market research more difficult. Companies are struggling to choose the more suitable advertising media and advertising tools, selection and control of international marketingchannel is more difficult to determine.3. selection of international than domestic marketing more diverse, more difficult.4. International marketing marketing harder2.文化具有哪些特点？文化具有的一些特征。
国际市场营销考试复习题答案
International Marketing一、名词解释: 1．International marketing ：International marketing is defined as the performance of business activities designed to plan,price, promote, and direct the flow of a company go'od s sand services to consumers or users in more than one nation for a profit. 2．strategic international alliance (SIA)A strategic international alliance (SIA) is a business relationship established by two or more companies to cooperate out of mutual need and to share risk in achieving a common objective.3．Common law,The basis for common law is tradition, past practices, and legal precedents set by the courts through interpretations of statutes, legal legislation, and past rulingsCommon law seeks “ interpretation through the past decisions of higher courts which interpret the same statutes or apply established and customary principles of law to a similar set of facts ”Civil or code law,Code law is based on an all-inclusive system of written rules (codes) of law Islamic law Islamic law defines a complete system that prescribes specific patterns of social and economic behavior for all individuals.4．Global brandA global brand is defined as the worldwide use of a name, term, sign, symbol (visual and/or auditory), design, or combination thereof intended to identify goods or services of one seller and to differentiate them from those of competitors 5．Politically sensitive products Perceived to have an effect on the environment, exchange rates, national and economic security, and the welfare of people 。
英文版国际营销学期末试卷
英⽂版国际营销学期末试卷英⽂版国际营销学期末试卷6Section 1: Multiple Choices (75%)This section has 30 questions, each worth 2.5%. For each question, you must choose ONLY one choice which you think best fits in. Please transfer the code of your choice into the attached Answer Sheet.1. Marketing seeks to create and manage profitable customer relationships bydelivering ________ to customers.a. competitive pricesb. superior valuec. superior serviced. superior promotione. product assortment2. Customer satisfaction depends on the product’s perceived valu e relative tothe buyer’s ________.a. cost of obtaining the productb. expectationsc. cost of competing productsd. cost of the lost experiencee. all of the above3. To reduce demand for space on congested expressways in Washington,D.C., the Metropolitan Washington Council of Governments has attemptedto engage in ________.a. target marketingb. deregulationc. demarketingd. gray marketinge. integration4. Your firm is attempting to divide up the total market to determine the bestsegments it can serve. Which is the correct order of doing so?a. market segmentation, target marketing, market positioningb. target marketing, market positioning, market segmentationc. market positioning, market segmentation, target marketingd. market segmentation, market positioning, target marketinge. mass marketing, demographic segmentation, psychographicsegmentation5. A company with limited resources might enter a new market by serving ________ segment(s).a. the largestb. the most profitablec. duald. one or a fewe. three or more6. Today the four Ps are compared to the four Cs. Product and place are called________ and ________, respectively.a. convenience; customer solutionb. customer cost; conveniencec. communication; customer solutiond. customer solution; conveniencee. communication; convenience7. This systematic collection and analysis of publicly available information aboutcompetitors and developments in the marketing environment is very useful.What is it called?a. marketing datab. marketing intelligencec. Web masterd. sales and sales managemente. secondary data8. Survey research is best suited for gathering ________ information.a. personalb. preferencec. attituded. descriptivee. exploratory9. Which form of data can usually be obtained more quickly and at a lower cost?a. primaryb. censusc. secondaryd. syndicatede. tertiary10. ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.a. Opinion leadersb. Habitual buyersc. Charismatic personalitiesd. Perceptionistse. Wild ducks11. ________ are defined as smaller cultural groups of people with sharedvalue systems based on common life experiences and situations.a. Alternative evaluationsb. Cognitive dissonancesc. Subculturesd. Motivese. Attitudes12. To marketers, more important than reality is ________, the process bywhich people select, organize, and interpret information to form a meaningful picture of the world.a. personalityb. perceptionc. selective groupd. habitual behaviore. assessment13. Markets can be segmented into groups of nonusers, ex-users, potentialusers, first-time users, and regular users of a product. This method of segmentation is called ________.a. user statusb. usage ratec. benefitd. behaviore. product frequency14. Mass marketers, such as Target and Venture Stores, ignore marketsegment differences and target the whole market with one offer. What is their approach to segmenting?a. undifferentiated marketingb. differentiated marketingc. target marketingd. blanket marketinge. intelligent marketing15. A segmenting approach that has been around for a long time that can bevery effective—________—tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even specific stores.a. micromarketingb. differentiated marketingc. niche marketingd. local marketinge. A or D16. ________ are consumer products and services with uniquecharacteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.a. Shopping productsb. Unsought productsc. Specialty productsd. Industrial productse. Line extensions17. A(n) ________ is a name, term, sign, symbol, design, or a combinationof these, that identifies that maker or seller of a product or service.a. serviceb. brandc. co-brandd. internal markete. external market18. Product mix ________ refers to the number of different product lines thecompany carries. Procter & Gamble markets 250 brands organized into many product lines.a. lengthb. heightc. widthd. perimetere. depth19. General Electric worked with Culligan to develop its Water by CulliganProfile Performance refrigerator with a built-in Culligan water filtration system. This is an example of ________.a. brand extensionb. brand equityc. co-brandingd. internal marketinge. cannibalization20. Which of the stages in the product life cycle is characterized by rapidmarket acceptance, increasing sales, and increasing profits?a. introductione. development21. What actually leads to greater competition in the maturity stage of the PLC?a. overcapacityb. many competitorsc. poor managementd. inadequate promotione. a lack of money22. Some companies have adopted a ________ strategy, offering just the right combination of quality and good service at a fair price.a. value-based pricingb. good-value pricingc. cost-plus pricingd. low-price imagee. none of the above23. Lawyers, accountants, and other professionals typically price by adding a standard markup for profit. This is known as ________.a. variable costsb. cost-plus pricingc. value-based pricingd. break-even pricee. penetration pricing24. Consumer perceptions of the product’s value set the ________.a. demand curveb. floorc. ceilingd. variable coste. image25. By definition, a conventional distribution channel consists of one or more independent producers, wholesalers, and ________.a. productsb. retailers26. The most common type of contractual agreement in business is the________.a. franchise organizationb. vertical marketing systemc. conventional marketing channeld. corporate VMSe. scrambled system27. A recent major trend, whereby producers are bypassing intermediariesand going directly to final buyers, or radically new types of channel intermediaries are emerging to displace traditional ones is referred to as ________.a. the vertical marketing systemb. the corporate marketing systemc. disintermediationd. the corporate mergere. a hostile takeover28. The communication tools a company uses to pursue its advertising andmarketing objectives is often referred to as the company’s ________.a. direct marketingb. integrated marketingc. promotion mixd. competitive marketinge. target marketing29. The major promotion tool that includes catalogs, telephone marketing,kiosks, the Internet, and more is called ________.a. sales promotionb. direct marketingc. affordable methodd. public relationse. advertising30. A message showing a product’s quality, economy, value, or performanceis called a ________ appeal.a. structuralb. rationald. morale. linguisticSection 2 Short Answer Questions (25%)Answer each question with adequate knowledge you have learned in this course. You need to present your answer and the question number in the Attached Answer Sheet.1. Outline the four major steps in designing a customer-driven marketingstrategy. (7%)Answer KeysThe first step is market segmentation: dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors, who might require separate products or marketing mixes. The company then identifies different ways to segment the market and develops profiles of the resulting market segment. The third step is differentiating the firm’s market offering to create superior customer value. The final step is mar ket positioning: arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers..2. Discuss the importance of consumer perceptions of value and costs tosetting prices. (8%)Answer KeysCustomer perceptions of value set the upper limit for prices, and costs set the lower limit.However, in setting prices within these limits the company must then consider other internal and external factors. Internal factors affecting pricing include the company’soverall marketing strategy, objectives, and marketing mix, as well as other organizational considerations. External factors include the nature of the market and demand, competitors’ strategies and prices, and other environmental fact ors.3. What advantages do multichannel distribution systems offer in today’smarkets? (8%)Answer KeysWhat is the principle advantage of using a multichannel distribution system?With each new channel in a multichannel distribution system the company expands its sales and market coverage and gains opportunities to tailor its products and services to the specific needs of diverse customer segments.。
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文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.1. In PLC，( )is a period of slowdown in sales growth because the product has achieved acceptance by most potential buyers. At this stage, competition increases as rival firms fight for a bigger share of the market. Profits levels off or decline because of increased marketing outlays to defend the product against competition.Introduction B. Growth C. Maturity D. Decline2.In BCG Matrix, the business with high market share and low market growth was called ( )Stars B. Cash cows C. Problem children D. Dogs3.A manufacturer of air conditioner guarantees that they will repair the air conditioner for free within a year from the consumer buying it. This belongs to ( )A. Core productB. Real productC. Enhanced productD. Not sure4. Which one of the following is not the content of socio-cultural environment? ( )A. ReligionB. BeliefC. LanguageD. Income5.The “4Ps” theory of marketing mix is devel oped by ( )A. Philip KotlerB. Jerome McCarthyC. Robert LauterbornD. DonE. Schuhz6.Lucy’s friend bought a digital camera, which is of interest to Lucy. So Lucy decides to buy one. Which stage is Lucy in? ( )A. Need recognitionB. Information searchC. Evaluation alternativesD. Purchase decision7. ( )is the pricing strategy of setting a relatively high price for a new, innovative, or much improved product or service at first, then lowers the price over time.A. Market skimmingB. Market penetrationC. TenderingD. Contribution pricing8. A well-developed model of buyer behavior is ( ). The essence of the model is that it suggests consumers will respond in particular ways to different stimuli after they have “processed” those stimuli in their minds.A. stimulus-response modelB. black-box modelC. both A and BD. neither A or B9. When backed by purchasing power, wants become ( )A. social needsB. physical needsC. self-esteem needsD. demandsⅡ. Answer the questions.What are the contents involved in Macro-environment and Micro-environment?What are the types of competitors?What are the three levels of a product?How does the Boston Box classify products?What are the stages of PLC? What are the characteristics of every stage?What are the characteristics of market penetration pricing and market skimming pricing respectively?7. What is the simplest distribution channel?8. What is the buyer decision process for general products?9. How is the post-purchase behavior important for a company?10.What are the factors affecting consumer behavior?11.How are the reference groups classified?12.What are the Maslow’s hierarchy of needs?13.To describe the four types of buying behavior with a figure.Quiz21.生产消费品中的便利品的企业通常采取（）渠道策略。
A.独家分销B.选择性分销C.密集分销D.直销2.POP广告是一种（）A.产品广告B.促销广告C.价格广告D.售点广告3.铁路和航空公司都提供交通运输服务，二者的竞争关系属于（）A.愿望竞争者B.普通竞争者C.产品形式竞争者D.品牌竞争者4.根据消费者的介入程度和品牌间的差异程度，消费者购买家用轿车的行为属于（）A.复杂型购买行为B.和谐型购买行为C.习惯型购买行为D.多变型购买行为5.空调在夏季可以让消费者感到凉爽，这一特性属于产品的哪一层次（）A.核心产品B.有形产品C.延伸产品D.无形产品6.美国福特汽车公司的创始人亨利·福特曾自豪地说：“不管顾客需要什么，我的汽车就是黑的”。
这一观念属于( )。
A．产品导向观念B．生产导向观念C．市场导向观念D．推销导向观念7. 下列关于恩格尔系数的论述，正确的是（）A．恩格尔系数反映的是一个国家或地区消费者收入水平的变化B．恩格尔系数越大，生活水平越高C．恩格尔系数越大，生活水平越低D．恩格尔系数越小，生活水平越低8. ( )差异的存在，是市场细分的客观依据。
A．产品B．价格C．需求偏好D．供给状况9.同一细分市场的顾客需求具有（）A．绝对的共同性B．较多的共同性C．较少的共同性D．较多的差异性10.某公司生产建筑工程使用的打桩机、推土机、搅拌机、起重机等机械设备，此种目标市场选择模式为（）A.产品专业化B.市场专业化C.市场集中化D.市场全面化简答题1.What is niche marketing? What benefits can be gained fromniche marketing?2.What are the types of sampling procedures?3.What should be involved in a research plan?4. What are the advantages of personal selling?5. What are the main promotion tools?6. What are the advantages and disadvantages of franchising?案例分析1某集团派两名营销人员A和B到一个小岛上进行市场调查。
一到岛上，A就发现岛上的人都不穿鞋，他立即给营销总监发电，表明没有市场可开发，于是返回。
B也发现岛上的人不穿鞋，他给总监发电说，这是一个尚待开发的市场，有潜力可挖，建议设计生产适合岛上的人穿的鞋，他继续留在岛上进行深入调查。
试从营销学角度分析A、B两人的行为。
答：1.从营销的概念看，市场营销与推销不同。
推销是以企业自身生产为出发点，通过促销宣传影响消费者，使消费者购买其产品；而营销则是以消费者的需求为生产经营的出发点，满足消费者的需求，综合运用各种科学的市场经营手段，把商品和劳务整体地销售给消费者，以促进并引导企业不断发展。
2、营销的实质是不断开发潜在需求，并努力满足消费者的这种需求。
3、本案例从两个业务员身上表现出的职业素质，实质上反映了他们不同的营销理念。
后者发现了潜在需求，而前者只注重现实需求。
4、营销总监对前者应予以辞退，后者应重用。
案例分析2强大的明星阵容、巧妙的业务植入方式，节目一经播出便引起了广大观众和电信行业的热议。
请根据上述材料谈谈你对娱乐营销的看法。
答：娱乐营销为企业创造多元化的价值；可以在短时间里提升企业的知名度；可以快速推广新产品，宣传新概念；提升企业的竞争力，加强对客户的吸引力；让客户更加容易满意，更加忠诚；让员工热爱工作，提高员工的满意度；创造企业利润，战胜竞争对手。
案例分析3你如何理解一杯咖啡的价值？当咖啡被当成货物贩卖时，一磅卖300元；当咖啡被包装成为商品时，一杯就可以卖25元；当其加入了服务，在咖啡店里贩卖，一杯最少要35-100元；但如果能让顾客体验咖啡的香醇与生活方式，一杯就可以卖到150元甚至几百元。
这就是体验的力量。
全球著名咖啡连锁星巴克的价值主张之一是：星巴克出售的不是咖啡，而是人们对咖啡的体验。
在星巴克，咖啡只是一种载体，通过这一载体，星巴克把一种独特的情调传送给顾客。
从起居室风格的装修，到仔细挑选的装饰物和灯具，煮咖啡时的嘶嘶声，将咖啡粉末从过滤器敲击下来时发出的啪啪声，用金属勺子铲出咖啡豆时的沙沙声，都是顾客熟悉的、感到舒服的声音，都烘托出一种“星巴克情调”。