国际市场营销学练习题第2章
国际市场营销习题及答案2
答：整体渠道：是指产品从生产者到达最终购买者所经历的过程视为一个整体，它强调产品是否顺利有效地送达最终市场取决于全体渠道成员的协调努力。整体渠道应当包括相互衔接的五个环节：第一，是为最终购买者提供产品或者服务的供应商。第二，是为进入国际市场营销而建立的国际市场营销总部的销售商。第三，是产品交互的国与国之间的渠道。第四，是外国国内渠道。第五，就是对产品或者服务进行消费的最终购买者。这五个环节构成了国际市场营销整体渠道。
P57.1.什么是消费者市场？它有哪些特征？
答：消费者市场：是指为生活消费目的而购买商品和服务的一切个人和家庭。特征：消费者市场交易的范围广，购买的人数众多，而且较为分散；由于消费者的个体差异较大，因此对商品的花色、品种、规格等要求复杂多样，并且消费者购买的数量少，次数多；消费者大多都缺乏商品的专业知识，因此受企业的广告或其他推广方式影响较大，属于非专家购买；消费者购买流动性大，购买商品比较慎重，因此购买力会在不同的地区、不同的企业及替代品之间流动；消费者的需求具有无限扩展性，即人们的需求随着社会经济的发展和消费收入的提高而不断向前发展，不断产生新的需求；消费者的需求具有多层次性。
2.与国际消ቤተ መጻሕፍቲ ባይዱ者市场相比，国际产业市场有哪些特征？
答：具有的特征：购买者的数量较少。购买量较大且市场集中。供求双方关系密切。需求受消费品市场影响。需求缺乏价格弹性。波动需求较大。专业化购买。
P82.1.企业如何寻找和发现国际市场机会？
答：做法：从现有的供求差异中寻找国际市场机会。从企业的竞争优势中寻找国际市场机会。通过对市场信息的的分析发现国际市场机会。从市场环境的动态变化中发现国际市场机会。创造全新的国际市场机会。
4.影响国际目标市场策略选择的因素有哪些？
国际市场营销各章复习题
第一章国际市场营销概述
国际市场营销、顾客价值、自我参照原则
生产观念、产品观念、推销观念、市场营销观念、社会市场营销观念、大市场营销观念、全球营销观念
1、国内市场营销、国际贸易与国际市场营销的异同。
2、国际市场营销的发展阶段。
3、自我参照标准对国际市场营销的影响。
第二章国际市场营销环境
文化、文化环境、经济环境、法律环境、政治环境、绿色营销
1、霍夫斯泰德的文化类型说
2、罗斯托的经济发展六阶段模型
3、英美法系和大陆法系
4、解决国际贸易争端的途径
第三章国际市场调研
国际市场营销调研、询问法、实验法、观察法
1、国际市场营销调研的内容包括哪些？
2、国际市场营销调研的类型
3、调查问卷的设计
4、搜集国外市场原始数据和二手数据的方法
第四章国际市场机会选择
国际市场细分、许可贸易、特许经营、合同生产、工程承包合同、战略联盟
1、国际市场细分的标准
2、评估国际目标市场的标准有哪些？
3、国际市场进入策略有哪些？其优点和缺点分别是什么？
4、许可贸易的形式有哪些？
第五章国际市场营销产品策略
原产地效应、国际产品生命周期、
1、国际产品生命周期分为哪几个阶段？
2、国际市场营销产品扩张有哪些策略组合？
第六章国际市场营销价格策略
国际市场价格的构成P165
国际市场定价方法与策略
国际市场价格调整
第七章国际市场渠道策略
渠道、渠道的长度、宽度、中间商
1、国际市场营销渠道开发影响因素
2、国际中间商的类型
3、国际渠道的设计
第八章国际市场促销策略国际广告、公共关系、人员推销、销售促进。
《国际市场营销学》第二章习题参考答案
1.解释下列概念：文化：文化是指给定社会中由人们可识别的行为方式特征整合而成的体系。
它包括给定社会群体想、说、做、行的方式，即这个社会群体的习惯、语言、物质成就、共同的态度和感情体系等。
物质文化：物质文化是指人类创造的物质产品，包括生产工具和劳动对象以及创造物质产品的技术。
语言：语言是文化要素中最具特征、区别最为明显的一个要素，反映了一种文化的实质和价值观。
社会组织：社会组织是指一个社会中个人和团体所发挥的作用以及这些个人和组织之间的相互关系。
文化分析：对消费者的态度、动机、信念和行为的分析。
文化适应：企业在制定国际营销决策时，充分考虑目标市场国的文化特点，使决策在实施过程中不但不触犯当地的文化传统、生活习俗、宗教信仰等，而且能比竞争对手更好地满足当地消费者的需求，取得竞争优势。
文化变迁文化的民族中心主义：人们对本民族的文化有着一种强烈的认同感，并自觉不自觉地贬低其他文化中陌生和未知的部分。
商业习惯：一个国家的商业习惯与该国的文化是密切相关的，犹如语言一样，商业习惯也是文化环境的组成部分。
企业经营结构：包括企业规模，企业所有制，企业权利结构，企业的各种公众。
2.为什么说文化因素是影响国际营销的核心因素？答：首先，文化渗透于营销活动的各个方面。
其次，国际营销者的活动又构成文化的一个组成部分，其活动推动着文化的发展。
再次，跨界文化差异不仅仅存在于国与国之间,更多的体现在组织、机构和公司内部。
最后，市场营销成果的好坏受文化的裁判。
3.物质文化对国际营销有哪些影响？答：广告促销方面，东道国传播媒介的方式和完善程度，直接影响促销方式和效果；在分销渠道方面，东道国的商业基础设施和机构的完善程度不同，批发与零售的网络各异，要做到合理利用当地营销机构作好分销，也必须对这方面的物质文化状况有全面了解；物质文化水平还影响着消费者对产品的要求。
4.文化分析有什么作用？答：认识文化差异对于国际市场营销而言至关重要。
认识文化差异可以建立在文化分析的基础上，文化分析有利于国际市场营销者更好地认识文化差异；文化分析能够为营销组合提供指南。
国际市场营销学(二)章节练习
《国际市场营销》阶段练习（1—4章）班级__________ 姓名__________ 成绩__________一、单选题（20分）1．人们对名誉、地位等方面的需要属于以下哪个层次的需要？（）CA. 生理需要B. 社交需要C. 尊敬需要D. 自我实现需要2．记录所有的商品和劳务的进出口以及单方面资金转移是（）AA. 经常项目B. 资本项目C. 官方储备项目D. 非经常项目3．国际产品生命周期理论的代表人物是（）DA. 亚当斯密B. 大卫李嘉图C. 俄林D. 费农4．印度、埃及和菲律宾等国经济属于（）CA. 自给型经济B. 原料出口型经济C. 工业化进程中的经济D. 工业化经济5．国际市场营销是指（）CA. 各国之间的商品交换B. 向他国出口产品C. 跨国界的市场营销活动D. 在某国生产产品6．国际市场营销的约束力是（）CA. 新技术革命的推动B. 杠杆作用C. 市场差异D. 国内竞争的压力7．企业能生产什么就生产什么，能生产多少就生产多少，这种经营观念叫做（）CA. 市场营销观念B. 推销观念C. 生产观念D. 社会市场营销观念8．社会市场营销观念的基础是（）CA. 生产观念B. 推销观念C. 市场营销观念D. 计划观念9．工商企业最关注的国际收支项目是（）AA. 经常项目B. 资本与金融项目C. 官方储备项目D. 错误与遗漏项目10．进出口商品经过一国关境时，由政府海关所征的税收称为（）AA. 关税B. 所得税C. 营业税D. 增值税11．提倡“以顾客为导向，整合营销，从顾客需求的满足中获利”的经营观念叫作（）CA. 生产观念B. 推销观念C. 市场营销观念D. 社会市场营销观念12．霍夫施塔德提出从几个方面进行跨文化分析（）DA. 2个B. 3个C. 4个D. 5个13．马斯洛认为，人的需要按轻重缓急可以分为（）CA. 3个层次B. 4个层次C. 5个层次D. 6个层次14．一国居民在一定时期内与外国居民之间的经济交易的系统记录称为（）BA. 国际流量B. 国际收支C. 国际储备D. 国际借贷15．“比较优势”贸易理论的提出者是（）BA. 亚当斯密B. 大卫李嘉图C. 凯恩斯D. 曼昆16．以下哪种途径获得的信息属于二手资料？（）DA. 通过访谈B. 通过调查问卷C. 通过市场试验D. 通过报刊杂志17．用一组与某产品潜在需求量密切相关的变量来间接估计该产品可能的需求量的方法是（）BA.类比估计技术B. 多因素指标技术C. 回归分析技术D. 风险评估技术18．国际市场营销调研的最后一个环节是（）DA. 问卷设计B. 二手资料收集C. 数据分析D. 撰写调研报告19．下列各项统计误差中属于样本统计误差的是（）AA. 调研对象范围误差B. 替代信息误差C. 回答误差D. 测量工具误差20．国际市场营销调研中，所用设计概念与收集信息之间的差距而产生的误差称为（）CA. 调查人员误差B. 处理过程误差C. 替代信息误差D. 回答误差二、多选题（10分）1．下列属于国际经济活动统计时所在国的居民有（）ABEA．所在国企业 B 所在国的非盈利企业 C 所在国政府部门及外交人员D．外籍自然人在该国的经济活动不足一年E．受雇在驻外使领馆工作的雇员2．根据企业跨国经营的性质，国际市场营销可划分为哪些层次？（）ABDEA. 国内市场营销B. 出口市场营销C. 区域市场营销D. 国际市场营销E. 全球市场营销3．国际市场营销调研中，下列各项误差属于测量误差的有（）ACDEA. 替代信息误差B. 抽样误差C. 回答误差D. 调研对象范围误差E. 处理过程误差4．影响企业国际营销的社会文化环境因素包括（）ABCEA. 语言B. 教育C. 宗教D. 人口状况E. 审美观和价值观5．非关税壁垒的特点是（）ACEA. 灵活性B. 间接性C. 歧视性D. 无偿性E. 隐蔽性三、名词解释（12分）1．整合营销2．仲裁3．关税的有效保护率4．相对配额四、判断分析题（6分）1．哈维瑞史认为，文化因素在谈判的信息交换阶段起着最重要的作用。
国际市场营销学(山东联盟-泰山学院)知到章节答案智慧树2023年
国际市场营销学（山东联盟-泰山学院）知到章节测试答案智慧树2023年最新第一章测试1.能够有效地解释企业的跨国经营行为的理论是参考答案:产品生命周期学说2.国际营销与国际贸易的交易动机都是比较利益参考答案:错3.多国营销又被称为跨国营销参考答案:错4.国际市场，又称为世界市场，是世界范围内因国际分工和经济联系而进行商品、服务、技术交换活动的场所。
参考答案:对5.国际营销和国际贸易均是跨国界的经济活动，二者有类似的理论基础。
参考答案:对第二章测试1.市场信息是市场决策的基础。
参考答案:对2.市场信息的特征包括参考答案:时效性;分散性;可压缩性;系统性;可储存性3.市场信息系统是由（）构成的参考答案:分析系统;调研系统;内部报告系统;情报系统4.间接资料调研方法也叫做文案调研法或者二手资料收集法。
参考答案:对5.面谈调查的优势是成本低、速度快。
参考答案:错第三章测试1.目前欧盟已经实现了完全经济一体化参考答案:错2.多变关系主要包括东西方关系和南北关系。
参考答案:对3.目前主要的区域经济一体化组织包括参考答案:关税同盟;经济联盟;特惠贸易区;共同市场;自由贸易区4.区域经济一体化对企业国际市场营销的影响主要包括参考答案:特惠效应;增长效应5.区域经济组织不存在交叉性。
参考答案:错第四章测试1.风俗习惯与审美情趣属于社会环境因素。
参考答案:错2.起飞前的准备阶段是罗斯托经济发展阶段理论中最重要的阶段。
错3.重视效率、尊重女性是阿拉伯商人的商业惯例。
参考答案:错4.跨国公司可以通过合资、增加税收、增加出口、使用目标国原材料等方式降低在目标市场国的政治风险。
参考答案:对5.价格管制和劳工问题属于目标市场国的经济风险因素。
参考答案:错第五章测试1.最终消费者市场的人数众多，购买频率较低。
错2.AISAS模式中，最后一个S代表share，分享。
参考答案:对3.产业市场购买者数量多，购买频率高。
参考答案:错4.政府购买要收到公众的监督。
国际市场营销学试题(分章)
国际市场营销学试题(分章)第一章国际市场营销学导论一、单选题1、国际市场营销学的研究中心是（d）a、最大化企业利益B.追求最低成本C.促进国家间友谊D.外国客户需求2。
国际营销的特点不包括（d）A.国际性B.经验C.应用d.普遍性3。
与GDP成比例的是（c）a.人口b.购买欲望c.购买力d.国土面积4.除了人口和购买力外，国际市场的构成还包括（c）A.生产资料B.购物场所c.购买欲望D.产品5、国际市场竞争中，产品质量相当时，竞争力的高低取决于（a）a.成本因素b.两国关系c.广告力度d.包装6.国内政府采取一系列政策支持和鼓励国内企业在国际市场上开拓和经营。
目的是（c）A.提高国际知名度B.提高国际地位c.扩大出口并获得更多利润D.发展国际友谊7。
在企业国际营销活动的早期阶段，营销活动的重点是（b）A.国际市场b.国内市场C.目标国家市场D.世界市场8.企业国际营销演变的最后阶段是（D）a国内营销阶段b.出口营销阶段c.国际市场营销阶段d.全球化营销阶段9、全球营销阶段，企业导向为（a）a、地理定位B.国内市场定位C.目标市场国家的多中心和市场定位D.产地定位10。
以下是关于国际营销和市场营销之间的关系。
不正确的是（b）A.理论基础是相同的b.商业哲学是不同的C.它们都属于管理D.它们都是边缘学科II。
填空1、国际市场营销学是市场营销学的（）学科分支2、国际市场营销学与市场营销学相比难度（）更大3、开展国际市场营销的主力军是（）跨国公司4、国际贸易活动发生在国际市场营销活动（）之前5、世界市场的需求量比各国市场的需求量（）大6、国际4p策略除了产品、价格和渠道外，还有（）促销三、名词解释国际营销学：研究国际企业的运营和销售管理的科学，主要关注外国客户的需求，并从事国际营销活动。
国际市场需求：关注国外消费者需求，开展国际市场调研，发现客户，分析产品，定位价格，分析国外消费者消费需求的模式和变化规律，调整和改善产品开发的潜在需求。
《国际市场营销》练习2
《国际市场营销》练习2一、名词解释1、国际市场细分：就是根据顾客的购买习惯和购买行为的差异，将具有不同需求的消费者群划分成若干个子市场2、无差异营销策略：无差异性营销策略指企业将产品的整个市场视为一个目标市场，用单一的营销策略开拓市场，即用一种产品和一套营销方案吸引尽可能多的购买者的营销策略。
3、差别营销策略：是指面对已经细分的市场，企业选择两个或者两个以上的子市场作为市场目标，分别对每个子市场提供针对性的产品和服务以及相应的销售措施4、集中营销策略：集中性营销策略则是集中力量进入一个或少数几个细分市场，实行专业化生产和销售。
5、间接出口：间接出口指将产品卖给国内出口商或委托出口代理商代理出口6、直接出口：是指企业不通过国内中间商(机构)，直接将产品销往国外客户7、技术贸易：技术贸易是我国市场体系的重要部分,是链接科研和生产的桥梁和纽带,属于市场体系中的生产要素市场8、许可贸易：是专利权所有人或商标所有人或专有技术所有人作为许可方向被许可方授予某项权利，允许其按许可方拥有的技术实施，制造、销售该技术项下的产品，并由被许可方支付一定数额的报9、合同安排：是指企业与外国的合作伙伴签订合同，以承包商、代理商、经销商、经营管理和技术人员的身份，通过承包工程、经营管理、技术咨询等形式以开辟市场、取得利润的方式10、补偿贸易：在双方商定的期限内，企业以商定的商品偿还其海外债务的出口贸易11、特许专营：特许专营是指由一家已经取得成功经验的企业，将其商标、商号名称、服务标志、专利、专有技术以及经营管理的方法或经验转让给另一家企业的一项技术转让合同，后者有权使用前者的商标、商号名称、专利、服务标志、专有技术及经营管理经验，但须向前者支付一定金额的特许费12、产品：是指能够提供给市场，被人们使用和消费，并能满足人们某种需求的任何东西，包括有形的物品、无形的服务、组织、观念或它们的组合13、产品生命周期理论：是产品的市场寿命，即一种新产品从开始进入市场到被市场淘汰的整个过程14、品牌：是一种名称、术语、标记、符号或设计，或是它们的组合运用二、简答题1、对营销有意义的细分子市场必须具备哪些条件？答：（1）可衡量性，即子市场的规模和购买能力可以被衡量的程度。
国际市场营销 全球营销学每章课后习题答案
全球营销学第四版每章课后习题答案第一章Introduction to Global Marketing1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?P31、Surpass the competition at the task of creating perceived value for customers2、The Guide line is the value equation –Value = Benefits/Price (Money, Time, Effort, Etc.)P42.What is mean by “global localization”?（全球本土化策略）Is Coca-Cola a globalproduct? Explain.The phrase “global localization” represents an attempt to capture the spirit of the rallying cry for o rganizations in the 21st century, namely, “think globally, act locally.”Most people will agree that Coca-Cola is a global product by virtue of the fact that it is available in more than 195 countries in red cans bearing the distinctive signature style. It must be noted, however, that customer service efforts are adapted to the needs of particular markets, e.g., vending machines in Japan. Thus, Coca-Cola is both global and local.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world markets; 2. standardization versus adaptation is the extent to which each marketing mix element can be standardized or adapted in various country markets; 3. concentration of marketing activities is the extent to which activities related to marketing mix are performed in one or a few country locations; 4. coordination of marketing activities is the extent to which activities related to marketing mix are performed interdependently around the globe; 5. integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of world are interdependent.Examples: 1. Coke is the best-known, strongest brand, as the Coca-Cola Company, supporting its Coke, Fanta, and Powerade brands with marketing mix elements both that are globe and local, is adept at adapting sales promotion, distribution, and customer service efforts to local needs;2. Mcdonald’s business model is a restaurant system that can be set up virtually anywhere in the world and offers core menu items-hamburgers, French fries, and soft drinks-in most countries, and the company also customizes menu offerings according to local eating customs.4.How do the global marketing strategies of Harley-Davidson and Toyota differ?Harley-Davidson motorcycles are known the world over as “the” all-American motorcycle. Harley’s mystique and heritag e are associated with the USA. The company backs up this positioning with exports from two U.S. manufacturing locations. By contrast, Toyota builds some models (e.g., Camry and Avalon) for the U.S. market in the U.S., a fact that Toyota stresses in its American ad. Thus, Harley-Davidson serves global markets while sourcing locally, while Toyota’s strategy calls for serving world markets and using the world as a source of supply.5.Describe the difference between ethnocentric, polycontric, regiocentric, andgeocentric management orientations.The premise of an ethnocentric orientation is that home country products and management processes are superior. An ethnocentric company that neither sources inputs from, nor seeks market opportunities in the world outside the home country may be classified as an domestic company. A company that does business abroad while still presuming the superiority of the home country may be classified as an international company. Such a company would rely on an extension strategy whereby it would export, without adaptation, products designed for the domestic market.The polycentric orientation that predominates at a multinational company leads to aview of the world in which each country markets is different from the others. Local country managers operating with a high degree of autonomy adapt the marketing mix in a polycentric, multinational company. Managers who are regiocentric or geocentric in their orientations recognize both similarities and differences in world markets. Market opportunities are pursued using both extension and adaptation strategies. The regiocentric and geocentric orientations are characteristic of global transnational companies.OrEthnocentric orientation: home country is superior to the rest of the world, sees similarities in foreign countries，leads to a standardized or extension approach; Polycentric orientation: the opposite of ethnocentrism, each country in which a company does business is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; management`s goal is to develop an integrated regional strategy; Geocentric orientation：views the entire world as a potential market and strives to develop integrated world market strategies.6.Identify and briefly describe some of the forces that have resulted in increased globalintegration and the growing importance of global marketing.P21+Driving Forces：Regional economic agreements、Market needs and wants、TechnologyTransportation and communication improvements、Product development costs、Quality、World economic trends、LeverageRestraining Forces：Management myopia、Organizational culture、National controls 7.Define leverage and explain the different types of leverage utilized by companieswith global operations.Define leverage：P25第二章The Global Economic Environment1.Explain the difference between market capitalism, centrally planned capitalism,centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.Market capitalism is an economic system in which individuals and firms allocate resources and production resources are privately owned. (England).Centrally planned capitalism is an economic system in which command resource allocation is utilized extensively in an environment of private resource ownership. (Sweden)Centrally planned socialism, in this type of economic system, the state has broad powers to serve the public interest as it sees fit. (Former Soviet Union)Market socialism, in such a system, market allocation policies are permitted within an overall environment of state ownership. (China)2.What is a BEM? Identify the BEMs according to their respective stages of economicdevelopment.P53P56-583. A manufacture of satellite dishes is assessing the world market potential for hisproducts. He asks you if he should consider developing countries as potential markets.How would you advise him?Despite the difficult economic conditions in parts of developing countries, many nations will involve into attractive markets.One of marketing’s roles in developing countries is to focus resources on the task of creating and delivering products that are best suited to local needs and incomes. The role of marketing to indentify people’s needs and wants is the same in all countries, irrespective of level of economic development. It is also an opportunity to help developing countries join the information age.And P654.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs areranked. What does the result tell you in terms of the relevance of the index to global marketers?P52第三章Social and Cultural Environments1.What are some of the elements that make up culture? How do these find expression inyour native culture?Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguish one society from another.Culture is acted out in social institutions, such as, family, education, religion, government, business.2.What is the difference between a low-context culture and a high-context culture?Give an example of a country that is an example of each type and provide evidence for your answer.PPT 第四章4-63.How can Hofstede’s cultural typologies help Western marketers better understandAsian culture?P874.Explain the self-reference criterion(自我参照准则). Go to the library and findexamples of product failures that might have been avoided through the application of the SRC.Unconscious reference to one’s own cultural values; creates cultural myopia5.Briefly explain the social research of Everrtt Rogers regarding diffusion ofinnovations,……P94pare and contrast USA and Japan in terms of traditions and organizationalbehavior and norms.第四章The Legal and Regulatory Environments of Global Marketing1.What is sovereignty? What is it an important consideration in the politicalenvironment of global marketing?sovereignty2.Describe some of the sources of political risk. Specially, what forms can political risktake?Tension between aspirations and realityPrimarily occurs in lower and lower-middle income countries–Indonesia and economic crisisWhen political risk occurs in high income countries, it is generally due to a long-standing conflict–Northern IrelandP1423.Briefly describe some of the differences between the legal environment of a countrythat embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasons conflictsarise in the first place. Identify and describe several legal issues that relate to global commerce.Intellectual PropertyAntitrustContractualLicensing and Trade Secrets5.“See you in court” is one way to respond when legal issues arise. What otherapproaches are possible?LitigationFormal arbitration–Settles disputes outside of court–Groups agree to abide by panel’s decision1958 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards–Most important treaty regarding international arbitration第五章Global Information Systems and Market Research1.Explain two information technology puts powerful tools in the hands of globalmarketers.Modern IT tools provide the means for a company's marketing information system and research functions to provide relevant information in a timely, cost –efficient, and actionable manner.Electronic data interchange (EDI) allows business units to submit orders, to issue invoices, to conduct business electronically, Wal-Mart legendary for its EDI, save time and money, enables retailers to improve inventory management. Transaction formats are universalEfficient Consumer Response (ECR) This is in addition to EDI, an effort for retailers and vendors to work closely on stock replenishment(补充). ECR can be defined as a joint initiative by members of a supply chain to work toward improving and optimizing(最优化) aspects of the supply chain to benefit customersIntranet, Electronic Point of Sale (EPOS), Data Warehouses are also helping businesses improve their ability to target consumers and increase loyalty.2.What are the different modes of information acquisition? Which is the most importantfor gathering strategic information?3.4、Outline the basic steps of the market research process.5、What is the difference between existing, latent, and incipient demand? How mightthese differences affect the design of a marketing research project?Demand and profit potential, in turn, depend in part on whether the market being studied can be classifieds existing or potential. Existing markets are those in which customer needs are already being served by one or more companies. In some instances, there is no existing market to research and. information may be readily available. A latent market is in essence, an und iscovered segment .It’s a market in which demand would materialize if an appropriate product were made available. An incipient market is a market that will emerge if particular economic demographic, political, or sociocultural trend continues. A company is not likely to achieve satisfactory results if it offers a product in an incipient market before the trends have taken root.Market growth, brand loyalty, market segment, product, sales promotion, pricing, distribution, will be different in marketing research project.6.Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?A number of techniques are available for analyzing survey data.Factor analysis can be used to transform large amount of data into manageable units. It is useful in psychographic segmentation studies or creating perceptual maps; cluster analysis allows the researchers to group variables into clusters that maximize within-group similarities and between-group differences. It can be used to do global marketing research, to perform benefit segmentation, and to identify new product opportunities. Multi dimensional scaling is another technique for creating perceptual maps which is particular useful when there are many product to choose and consumers have difficulty in verbalizing their conceptions. Conjoint analysis is used to gain insights into the combination of features that will be the most attractive to consumers. It is useful when determines the values and utilities of the various levels of product features and plots them graphically.第六章Segmentation, Targeting, and Positioning1.differentiate the five basic segmentation strategies. Give an example of a companythat has used each one.P170-P1831、IncomePopulationsAge distributionGenderEducationOccupation2、Grouping people according to attitudes, value, and lifestyles3、4、Benefit segmentation focuses on the value equation–Value = Benefits / Price5、The population of many countries includes ethnic groups of significant size2.Explain the difference between segmenting and targeting.P200pare and contrast standardized, concentrated, and differentiated global marketing.Illustrate each strategy with an example from a global company.Standardized global marketing is mass marketing on a global scale with undifferentiated target marketing (Revlon International)Concentrated global marketing, involves devising a marketing mix to reach a niche. A niche is simply a single segment of the global market. (Germany`s Winter halter) Differentiated global marketing, represents a more ambitious approach than concentrated target marketing with multi-segment targeting and two or more distinct markets (Rover)4.5.What is positioning? Identify the different positioning strategies presented in thechapter and give examples of companies or products that illustrate each.Locating a brand in consumers’minds over and against competitors in terms of attributes and benefits that the brand does and does not offer.P192-1956.What is global consumer culture positioning? What other strategic positioningchoices do global marketers have?Identifies the brand as a symbol of a particular global culture or segment.P1967.What is high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.High-tech products are sophisticated technologically complex, and/or difficult to explain or understand, and frequently evaluated in terms of their performance against established objective standards. High-tech global consumer positioning also works well for special interest products associated with leisure of recreation.High-touch products, consumers are generally energized by emotional motives rather than rational ones, and frequently evaluated in terms of their performance against established subjective, aesthetic terms.Some products can be positioned using both strategies, with both satisfying buyers’ rational criteria and evoking an emotional response. Nokia, for example, combines technical performance with a fashion orientation.第七章Global Market Entry Strategies:1.What are the advantages and disadvantages of using licensing as a market entry tool?Give examples of companies from different countries that use licensing as a global marketing strategy.Advantages to LicensingProvides additional profitability with little initial investmentProvides method of circumventing tariffs, quotas, and other export barriersAttractive ROILow costs to implementDisadvantages to LicensingLimited participationReturns may be lostLack of controlLicensee may become competitorLicensee may exploit company resourcesP2062.What is foreign direct investment? What forms can FDI take?P209Partial or full ownership of operations outside of home countryForms:Joint ventures–Minority or majority equity stakes–Outright acquisition3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuable toFord---the physical assets or the name?P2154.What is meant by the phrase global strategic partnership? In what ways does this formof market entry strategy differ from more traditional forms such as joint ventures? Participants remain independent following formation of the allianceParticipants share benefits of alliance as well as control over performance of assigned tasksParticipants make ongoing contributions in technology, products, and other key strategic areasPPT3055.What are Keiretsu? How does this form of industrial structure affect companies thatcompete with Japan or that are trying to enter the Japanese market?PPT307书P2276.Which Strategic options for market entry or expansion would a small company belikely to pursue? A large company?StrategiesCompanies must decide to expand by:–Seeking new markets in existing countries–Seeking new country markets for already identified and served market segments第八章Product and Brand Decisions1.What is the difference between a product and a brand?A product is a good, service, or ideaBrandsBundle of images and experiences in the customer’s mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand ImageThe added value that accrues to a product as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time2.How do local, international, and global products differ? Cite examplesLocal Product is one that has achieved success in a single national market and represents the lifeblood of domestic companies. （Coca-cola, ginseng beverage only in Japan）International product is offered in several markets in a particular region (Euro-product, only in euro zone)Global product meets the wants and needs of a global market and is offered in all world regions (personal stereos)3.What are some of the elements that make up a brand? Are these elements tangible orintangible?IntangibleP2414.What criteria should global marketers consider when making product designdecisions?In many instances, packaging is an integral element of product-related design decisions. Packaging is designed to protect or contain the product during shipping；Labeling provides consumers with various types of information; Aesthetics differ around the world. Global marketers must understand the importance of visual aesthetics; Product Warranties is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure. Warranties can be used as a competitive tool5.How can buyer at titudes about a product’s country of origin affect marketing strategy?买家对于原产国的态度对营销策略有什么影响？Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries–Japan–Germany–France–ItalyP252-2546.Identify several global brands. What are some of the reasons for the global success ofthe brands you chose?Both products and brand are good……7.Briefly describe various combinations of product-communication strategies availableto global marketers. When is it appropriate to use each?Product-communication extension (dual extension) is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market. It used frequently with industrial (business to business) products.Product extension-communication adaptation strategy is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used frequently when consumer conceptions outside the home market are very different from domestic marketProduct adaptation-communication extension is an approach to global product planning is to extend, without change, the basic home-market communications strategy while adapting the product to local use or preference conditions. It used frequently when natural conditions outside the home market are very different from domestic market Product-communication adaptation (dual adaptation) strateg y is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the home market, environmental conditions or consumer preferences differ;第九章Pricing Decisions1.What are the basic factors that affect price in any market? What considerations enterinto the pricing decision?In global marketing, the task of setting prices is complicated by fluctuating exchange rates. Currency fluctuations can create significant problems and opportunities for the classic international company that exports from the home country.Inflation, or a persistent upward change in price levels, is a problem in many country markets. It can be caused by an increase in the money supply and currency devaluation. Governmental policies and regulations that affect pricing decisions include dumping legislation, resale price maintenance legislation, price ceilings, and general reviews of price levels.Pricing decisions are bounded not only by cost and nature of demand but also by competitive action.Competitive Behavior: If competitors do not adjust their prices in response to rising costs it is difficult to adjust your price to maintain operating margins; If competitors are manufacturing or sourcing I a lower-cost country, it may be necessary to cut prices to stay competitiveThe global marketer has several options for addressing the problem of price escalation orthe environmental factors described in the last section.2.Define the various types of pricing strategies and objectives available to globalmarketers.Market Skimming and Financial Objectives: Market Skimming charges a premium price which may occur at the introduction stage of product life cyclePenetration Pricing and Non-Financial Objectives: Penetration Pricing charges a low price in order to penetrate market quickly which appropriates to saturate market prior to imitation by competitors3.Identify some of the environmental constraints on global pricing decisions. Currency FluctuationsInflationary EnvironmentGovernment Controls, Subsidies, RegulationsCompetitive BehaviorSourcing4.Why do price differences in world markets often lead to gray marketing?Because price differences in world markets lead to trademarked products are exported from one country to another where they are sold by unauthorized persons or organizationsGray marketing occurs when product is in short supply, when producers use skimming strategies in some markets, and when goods are subject to substantial mark-ups 5.What is dumping? Why was dumping such an important issue during the UruguayRound of GATT negotiations?Sale of an imported product at a price lower than that normally charged in a domestic market or country of origin.P2966.What is transfer price? Why is it an important issue for companies with foreignaffiliates(外国子公司)? Why did transfer pricing in Europe take on increased importance in 1999?The transfer price is that Pricing of goods, services, and intangible property bought and sold by operating units or divisions of a company doing business with an affiliate in another jurisdiction.P2997.What is the difference between ethnocentric, polycontric, and geocentric pricingstrategies? Which one would you recommend to a company that has global market aspirations?P291-292 PPT240-242pare and contrast the different forms of countertrade.Countertrade occurs when payment is made in some form other than moneyOptions–BarterThe least complex and oldest form of bilateral, non-monetary counter-tradeA direct exchange of goods or services between two parties–Counter-purchase P303-304–Offset–Compensation trading–Cooperation agreements–Switch trading第十章Global Marketing Channels and Physical Distribution1.In what ways can channel intermediaries create utility for buyers?ObjectivesMarketing channels exist to create utility for customers–Place utility -availability of a product or service in a location that is convenient to a potential customer–Time utility -availability of a product or service when desired by a customer–Form utility -availability of the product processed, prepared, in proper condition and/or ready to use–information utility -availability of answers to questions and general communicationabout useful product features and benefits2.What factors influence the channel structures and strategies available to globalmarketers?B2CThe characters of both buyers and products have an important influence on channel design.The number of individual buyers and their geographic distribution, income, shopping habits and different channel approaches.Products characters such as degree of standardization, perishability, bulk, service requirements, and unit price have an impact as well.Channels tends to be longer as the number of consumers to be served increases and the price per unit decreases. Bulky products usually require channel arrangements that minimize the shipping distances and the number of times products change hands before they reach the ultimate customer.B2BAs is true with consumer channels, product and consumer characteristics have an impact on channel structure. Three basic elements are involved: the manufacture's sales force, distributors or agents and wholesalers.Channel strategy in a global marketing program must fit the company's competitive position and overall marketing objectives in each national market.market factors: consumer profiles, market size and location of country.3.What is cherry picking? What approaches can be used to deal with this problem?P323pare and contrast the typical channel structures for consumer products andindustrial products.P340 PPT252-2555.Identify the different forms of retailing and cite an example of each form. Identifyretailers from as many different countries as you can.PPT258-259 P3256.Identify the four retail market expansion strategies discussed in the text. What factorsdetermine the appropriable mode?Organic–Company uses its own resources to open a store on a green field site or acquire one or more existing retail facilitiesFranchise–Appropriate strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structuresChain Acquisition–A market entry strategy that entails purchasing a company with multiple existing outlets in a foreign countryJoint Venture–This strategy is advisable when culturally distant, difficult-to-enter markets are targeted 7.What special distribution challenges exist in Japan? What is the best way for anon-Japanese company to deal with these challenges?第十一章Global Marketing Communications Decisions:Advertising and Public Relations1.In what ways can global brands and global advertising campaigns benefit a company? P3482.How does the “standardized versus localized” debate apply to advertising?Four difficulties that compromise an organization’s communicat ion efforts–The message may not get through to the intended recipient.–The message may reach the target audience but may not be understood or may even be misunderstood.–The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender.–The effectiveness of the message can be impaired by noise.。
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国际市场营销学练习题
第二章企业进入国际市场的方式
一、单选题：
1、在大多数情况下，企业走出国门的第一步采取的进入方式是（B）
A．直接出口B．间接出口C．合同制造D．特许经营2、如果需要把本公司具有优势的知识和技能进行国际转移，其主要方式是（B）
A.出口进入模式
B.合同进入模式
C.投资进入模式
D.间接出口3、收购和创建是跨国公司对外投资的两种方式，与收购相比，创建这种方式的优点是(C)
A.有利于迅速进入市场
B.有利于扩大经营范围
C.有利于管理
D.失败率低
4、进入国际市场的方式有多种，下列属于合同进入模式的有
( C )。
A.间接出口
B.直接代理商
C.许可证合同
D.独资经营
5、某生产企业发现出口产品生产、运输成本太高，其关税、配额等
贸易限制很严，这种情况下，企业产品要进入国际市场交易采用的方式是( D )。
A.利用国外的经销商或代理商
B.企业设立驻外办事处
C.建立国外营销子公司
D.在目标市场就地生产、就地销售6、属于直接出口形式的是(C)
A.与国外企业合资经营
B.经本国贸易公司出口
C.在国外市场设立销售机构
D.授权国外企业使用商标
7、企业开始真正进入国际市场的标志是：（C）
A.主动出口
B.被动出口
C.直接出口
D.间接出口8、许可证合同的核心是（B）
A.无形资产拥有权的转移
B.无形资产使用权的转移
C.有形资产拥有权的转移
D.有形资产使用权的转移
9、对直接出口和间接出口描述错误的是（C）
A.直接出口是指企业绕过国内中间商，直接将国内生产的产品销售给国外的中间商或客户。
B.间接出口是指企业将国内生产的商品卖给本国的中间商，或请本国的出口中间商做企业产品的外销代理，由他们负责向国外市场销售。
C.间接出口是企业真正走向国际市场的标志。
D.直接出口才是企业真正走向国际市场的标志
二、多选题：
1、企业进入国际市场的方式有（CDE）
A.直接进入模式
B.间接进入模式
C.出口进入模式
D.合同进入模式
E.投资进入模式
2、影响企业进入方式选择的外部因素主要有（ABDE）
A.目标国家市场因素
B.目标国家环境因素
C.企业的产品因素
D.目标国家产生因素
E.国内因素
3、间接出口的优点有：(AC)
A.简便易行
B.信息灵敏
C.节约费用
D.树立形象
4、国际特许经营的本质是（ABCD）
A.控制（control)
B.思想沟通（communication)
C.自主性（autonomy or independence)
D.持续关系(continuingrelationship)
5、国际战略联盟的主要特点是：（ABCD）
A.战略联盟合作形式具有较大的灵敏性和随意性
B.战略联盟改变了传统的竞争与合作对立的观念，实现了“柔性竞争”
C.战略联盟实行全方位合作和组织结构创新
D.战略联盟是一种深层次的合作形式
6、对外直接投资的模式有：(BCD)
A.直接出口
B.国外装配
C.合资企业
D.独资企业7、独资企业的建立方式有：(BC)
A.联合
B.创建
C.购并
D.侵占
三、判断题：
1、假定目标市场国家的销售潜力很大应该采取间接出口进入战略。
(×)
2、假定目标市场国家的代理商或经销商好且简易获得应该采取间接出口和直接出口市场进入战略。
（√）
3、间接出口是指生产企业通过本国中间商向国际市场出口产品，或经销或代理。
（√）
4、直接出口是指企业绕过国内中间商，直接将国内生产的产品销售给国外的中间商或客户。
（√）
四、问答题：
1、比较直接出口和间接出口的优缺点
2、合同进入模式包括哪些形式？各有何利弊？
3、合资进入和独资进入相比各有何利弊？
4、影响进入模式选择的因素有哪些？详尽如何选择？
5、企业进入国际市场的主要方式有哪些？。