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、。
国际营销英语考试题
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。
国际市场营销期末试题(6套试题)
20 —20 学年第学期考试试题 (A)卷课程名称国际市场营销学任课老师签名出题老师签名题库审题老师签名 ____________ 考试方式（闭卷）适用专业国际经济与贸易考试时间 120分钟一、判断题(判断下列各题正误，正者在括号内打"√"，误者在括号内打"×"。
每小题1分，共10分)1、一个国家或地区的经济发展周期对国际企业开展市场营销的影响很小。
()2、在国际市场营销学中，所谓产品，就是指实体的产品或物质的产品。
（）3、某企业通过与东道国的一企业签订合同组建合资企业的方式进入该国经营。
它这是合同进入模式。
（) 4、用古色古香的、可作茶杯的瓶子作酒瓶，这在产品包装策略中属附赠品包装策略。
()5、国际市场必须按一种模式化的标准进行细分。
（）6、在国际营销中，人口分布对国际市场规模大小影响很大。
（）7、在国际营销活动中，产品必须实现跨国界的转移。
()8、营业推广是效果最好但费用最昂贵的促销手段。
（）9、国际营销企业在国际市场上给予中间商一定时期内的独家销售特定商品的权力的策略是短渠道策略。
（）10、国际市场营销活动的主体是国家。
（)二、选择题 (下列选项中，至少有一个是正确的。
请将正确选项的题号写在括号内。
每小题 1 分，共10分)1、在国际市场营销中，成本付出最高的是（）方式。
A、选择型性营销B、集中型营销C、差异型营销D、广泛型营销2、下列因素中，属于国际营销可控因素的是（）。
A、各国的语言与文化B、各国的贸易和经营习惯C、产品分销渠道D、各国的政治、经济与法律体系3、相对而言，用（）对国际市场进行宏观细分能更全面地反映市场特征。
A、地理标准B、文化标准C、经济标准D、组合法4、下列商品中较宜选择无差异性策略的是（）。
A、粮食B、服装C、鞋类D、化妆品5、一国人口增长，意味着该国市场规模（）。
A、扩大B、不变C、缩小D、不一定扩大6、目标市场是指（）。
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。
国际营销学试卷试卷 (1)
名词解释国际分销渠道长度品牌Economic globalizationPositioningStrategy简答题企业可以采用哪些全球品牌决策企业怎样选择国际目标市场，举例说明自然环境对国际市场营销战略的影响论述题自然环境国际营销学试卷填空题1.Product promotion price and distribution comprise an organization’s ( marketing mix )2.Factors that lead to partership succes : (mission ) ( strategy ) ( government ) ( culture ) ( management )3.According to philip.kotler of the there levels of a product include (core product)(tangible product)(augment product)4.The marketing communication mix consisus of four major tools:(advertising)(personal-sellings)(public relation)(sales promotion)5.There are five major products strategies in international marketing:产品和促销直接延伸策略；产品直接延伸、促销改变策略；产品改变、促销直接延伸策略；产品与促销双重改变策略；产品创新策略。
6.The sources of information mainly come from :直接信息，间接信息选择题1. Jones is very concerned about kissing another man on the check as a greeting when goes to do business in Europe. If jones choose to not follow this customs,it will most likely be ok since jonesis from another cuiture.jones”s situation would closely match which of the following custons formats? ( A )A:selectives B exctusives C imperatives D cuitural rules2.the ( C ) index measures the tolerance of social inequailtyA.individuatism collectivismB. uncertainty avoidanceC.power distanceD.consumer benavior3.A society that has a high uncertainty avoidance index score tends to be ( A )A.distrustful of new ideas or behaviorsB.dominated by indixidulas rather than by groupsC.dominated by groups rather than by indixidulasD.has greats distance between superiors and subordinates4.if the Unites states were to place an absolute restriction against purchases and importation of Libyan oli as a punishment for perceived support of global terrorism..。
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.。
国际营销试题
《国际营销》课程期末考试试题1.Put the following into Chinese. (20%)1﹥international marketing 国际营销2﹥uncontrollable elements 不可控因素3﹥integrated marketing communication 整合营销沟通4﹥public relations 公共关系5﹥market segment 市场细分6﹥relationship marketing 关系营销7﹥separation allowance 分离津贴8﹥exclusive distribution 独家经销9﹥buyback agreement 产品回购协议10﹥full-cost pricing 全成本定价法2.Put the following into English (20%)1﹥抵消关税countervailing duty2﹥标准加仑proof gallon3﹥卸岸成本landed costs4﹥（国内）消费税domestic purchase or excise taxes 5﹥渗透定价法penetration pricing6﹥市场壁垒market barriers7﹥反制措施countervailing measures8﹥经济一体化economic integration9﹥市场占有率market share10﹥自荐的订单unsolicited order3.Rewrite the following in full name. (10%)1﹥BOPMs Bottom-of-the-Pyramid Markets2﹥SDR Special Drawing Right3﹥FTZs Free Trade Zones4﹥MNC Multinational Corporation5﹥SRC Self-reference Criterion4.What are the traits of those countries considered big-emerging markets? (25%)Fist of all, they are all geographically large and have significant populations, which exist a potential and strong purchasing power in the market. Secondly, they own a sizable market for a wide range of products so that foreign products and indigenous products both can coexist. Thirdly, they have strong rates of growth or the potential for significant growth .More importantly, they all have some opening economic polices, endeavoring to undertake significant programs of economic reform so as to improve the domestic economic. Besides, they must be of major political importance within their regions and become“regional economic drivers". Finally, there will be a kind of power to engender further expansion in neighboring markets as they grow. They will have impact on their neighbouring countries in the export and import trade.5. How to select sales and marketing personnel? (25%)In order to select personnel for International marketing positions effectively, management must define precisely what is expected of its people and what kinds of salespeople the enterprise will need before the selection. A formal job description can aid management in expressing long-range as well as current needs. Besides, the criteria should include special requirements indigenous to various countries.Thus, some basic requisites should be considered when we select salesperson. To begin with, Maturity is a prime requisite for expatriate and third-country personnel. Sales personnel work abroad frequently so that they must work more independently in the foreign market. Emotional stability is demanded in selecting International personnel. Since thesepeople are living in cultures dissimilar to their own, they may meet the culture shock and do not adapt the new environment at the beginning. At that time, they require a strong adaptability and need sensitivity to behavioral variations in different countries. Moreover, a wide range of knowledge of many subjects both on and off the job are the most important thing to Managers or salespeople. It can help them know the foreign market better and make right marketing strategies .And a positive attitude on an international assignment and a passion towards work are also necessary. At last, international sales and marketing personnel must be energetic and enjoy travel. Most international sales representatives often need to fly around the world in a month and spend about two-thirds of their nights in hotel rooms. So it needs a certain kind of stamina during the business travel. No one can bear such kind condition except the one who love travelling.。
英文版国际营销学期末试卷8
英文版国际营销学期末试卷8SECTION 1: True and False <TOTAL20 marks>For each of the following, place a “T” if the statement is “true”, “F” if the statement is false. (20 marks)___F___ 1. “Marketing” is best described as “promotion”.____T__ 2. All activities involved in selling renting, and providing goods and services to ultimate consumers for personal, family or household use are known as retailing.___F____3. Selling brand-name products at lower than regular price is: guaranteed to cause a loss not a wise business decision.___F___ 4. The main reasons a firm segments its markets is to refine sales forecasts and allow for more product differentiation.____T___5. Selecting target markets mean using criteria such as cost of reach the segment and size and expected growth____F___6. Intermediaries make the flow of products from producers to buyers possible by performing three basic functions: production, transmission and display___F___ 7.During the introduction stage of the PLC, sales gradually increase and competition becomes tough.__T____ 8. The marketing objective for the maturity stage of PLC is to maintain brand loyalty.____F___9. In introduction stage, a company retains the product but reduces marketing support costs it is in what stage of the PLC.___F___ 10. After buying a product, the customers is anxious about the choice she/he made, this is called dissatisfaction.SECTION 2: Multiple Choice. (Total 40, 2 Marks/Question)Right answers are highlighted.1. A condition that favours penetration pricing is:A.Many segments are price insensitive.B. Low price implies good qualityC. Recoup initial investments costs quicker.D. Many segments are price sensitive. 2. When the price setter stresses the supply or cost side of the pricing problem, they are using A. Standard-orientation B. Cost-oriented C. Demand-oriented D. Target-oriented. 3. The retail position matrix makes use of these two dimensions: A. Width and depth of product line. B. Service offered and product line. C. Price levels and locations. D. Pricing strategies and competition.4. Any paid form of nonpersonal communication about an organization, good,service or idea by an identified sponsor is called:A. PublicityB. Public relation.C. AdvertisingD. Promotion5. Qu estions such as:”What ads do you remember seeing yesterday?” are an exa mpleof what type of post-test? A. Aided recallB. Unaided recallC. Inquiry testD. Attitude test.6. Norms and expectations about the way people do things in a specific country arereferred to as: A. National characterB. CustomsC. ValuesD. Preferences.7. A market segment would have a collection of prospective buyers that are:A. Ready to buyB. Showing unfilled needsC. Relatively heterogeneousD. Relatively homogeneous.……………………………………………………………装订 线…………………………………………………8.One of the following is NOT a criteria when forming segments:A.Potential for higher profits and ROI.B.Similarity of needsC.Difference in needs of buyers among segmentsD.Fewer customer complaints.9.The framework to relate the market segments of potential buyers to productsoffered or potential marketing actions by the firm is called:A.Action gridB.Relation gridC.Product gridD.Market grid.10.When a firm distributes to two or more different types of channels for the sameproduct, this is called:A.Double channel dutyB.Dual networkC.Split distributionD.Dual distribution11.Professional managed and centrally coordinated marketing channels designed toachieve channel economies and maximum marketing impact are called:A.Vertical marketing systemsB.Horizontal marketing systemsC.Centrally coordinated systemsD.Professional coordinated marketing systems.12.Automobiles and TV’s are in what stage of the PLCA.IntroductionB.GrowthC.MaturityD.Decline13.Which of the following is NOT one of the 5 situational influences that have animpact on the purchase decision process.A.Social surroundingB.Physical surroundingsC.Cash on handD.Temporal effectsE.Purchase task14.What type of ad gets the consumers to take immediate action?A.Delayed-response advertisingB.Direct-response advertisingC.Direct-trigger advertisingD.Direct-action advertising15.After being shown an ad, respondents are asked whether their previous exposureto it was through reading, viewing or listening. This is an example of what type of post-test?A.Aided recallB.Unaided recallC.Attitude testsD.Inquiry tests16.The marketing of two or more products in a single package price is calleda.Target pricingb.Bundle pricingc.Odd-even pricingd.Price lining.17.Which method of pricing is based on the “learning effect”?A.Cost-plus pricingB.Experience curve pricingC.Target profit pricingD.Loss-leader pricing18.The process of conveying a message to others that requires six centralcommunication elements is called:A.ExchangeB.DialoguemunicationD.Feedback19.Which promotional mix alternatives allows the seller to see or hear the potentialbuyers reaction to the message?A.AdvertisingB.Personal sellingC.Public relationsD.Sales promotionsing Price as a measure of the quality of a product and setting price high is:A.Prestige pricingB.Pricing LiningC.Pricing odd-evenD.Target pricingSECTION 3: SHORT ANSWERS (40 marks)Question 1 (20 marks- Branding)Pro ImageThe marketing of professional and university team sportswear and novelty items is a $3 billion-a-year industry. Pro Image was one of the first franchiser of the one-stop sports fan shop. Pro Image controls over 130 stores, with an additional 100 franchised outlets. Each franchise store costs roughly $100,000, approximately $16,000 of which covers the franchise fee with the rest going toward inventory and store improvements.Pro Image assists franchisees in site selection, lease negotiation, and advertising. Pro Image requires new owners to attend a four-day training session. Other assistance includes a business hotline and a computerized inventory and sales system. As an added service they stock hard to get items in a 4,500 square-foot warehouse, making them more readily available to franchisees.2a) Suppose you are interested in opening a sports fan shop. What are the advantages and disadvantages of becoming part of a franchise operation? (10 marks) AnswersFor franchisor:•Expansion:VC & control•Legal considerationno more licenses•Operation considerationfranchisee has greater incentivethan employeeFor franchisee:•Employmenta way of owning a business•Quick starta proven trademark•TrainingFranchisor provide significanttrainingFor franchisor:•Limited pool of available franchiseesFinancial resources & desire•ControlCareful screen franchiseeIllegal operation by franchisee damage goodwill of franchisorFor franchisee:•No guaranteeBusiness risk•ControlLoss of controlRequired to follow system•Pricefranchise fee, ongoing royalties and advertising contributions•Conflictsacting in bad faith2b) A franchise is described as what type of vertical marketing system? How does this system differ from the other two types? (10 marks)AnswersFranchising is on contractual base.The other two are based on: corporate control or administrative control.Question 2 (20 marks- pricing)For many years the Compaq Computer company succeeded in the marketplace by making a variety of excellent quality computers that were sold through a series of resellers (such as Circuit City, Best Buy, and other electronic retailers). However, because of price pressures from such direct marketers as Dell and Gateway, profits have shrunk. The management of Compaq decided to take bold pricing and distribution strategy to offset these problems and challenges. The company began to slowly develop their own network of retail outlets or “Compaq stores” in which to distribute their newest products.1a) If you were the VP Marketing for Compaq, what pricing strategy would you recommend for the new Compaq stores –market skimming pricing or market penetration pricing? Consider relationships with your “old distributors,” current competitors, and consumers in your decision. Explain your rationale and any advantages/ disadvantages of your choice. (15 marks)Answers:Either one is fine.Students are required to consider the three Cs, customer, competitor andcost/company to set a price level.Skimming•Willing to buy•Enough demand•Customer’s interpretation of high price as high quality•Not attract competition•High R&D cost.Penetration:Price sensitive consumersDiscourage competitionUnit cost decreases dramatically with the sales volume.AnswersStudents should mention the different price online vs. offline might cause channel conflicts.1b) Discuss the type(s) of distribution strategy Compaq Computer company is using.(5 marks).Dual Distribution orMulti-marketing channel。
国际营销英语考试题
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。
国际营销期末试题及答案
国际营销期末试题及答案第一部分：选择题1. 在国际营销中，以下哪个因素是决定公司产品定价的主要因素？a) 市场需求b) 生产成本c) 竞争对手定价d) 所在国家的经济状况答案: a) 市场需求2. 哪个市场定位策略适合在新兴市场推出新产品？a) 高端市场b) 特定市场c) 大众市场d) 小众市场答案: c) 大众市场3. 在国际市场开发的过程中，哪个市场输送策略是最直接的方式？a) 直接出口b) 合资企业c) 特许经营d) 联盟合作答案: a) 直接出口4. 全球品牌战略的核心是什么？a) 标准化b) 个性化c) 地域化d) 客户化答案: a) 标准化5. 以下哪个是国际营销中最常用的促销工具？a) 广告b) 促销员c) 公关活动d) 社交媒体答案: a) 广告第二部分：解答题1. 请简要描述国际市场选择的四个主要因素。
国际市场选择的四个主要因素是:市场规模与增长潜力、竞争环境、商业环境、文化因素。
第一，市场规模与增长潜力是选择目标市场时的关键考量因素。
大规模市场和高增长潜力市场往往能提供更多的商机和利润。
第二，竞争环境对于企业在国际市场中取得成功至关重要。
了解竞争对手的策略和优势，有助于企业制定应对措施。
第三，商业环境包括政治、经济、法律等因素。
稳定的商业环境有利于企业在国际市场中长期发展。
第四，文化因素是考虑国际市场时必不可少的因素。
了解目标市场的文化背景和消费习惯，有助于企业调整产品和营销策略，提高市场适应性。
2. 请解释国际产品生命周期理论。
国际产品生命周期理论认为，产品的市场生命周期会随着产品进入国际市场而发生变化。
一般来说，产品生命周期经历四个阶段：导入期、成长期、成熟期和衰退期。
在导入期，产品刚进入国际市场，销售量有限，市场份额低。
在成长期，产品销售量逐渐增长，市场份额也随之上升。
在成熟期，市场竞争激烈，产品销售量趋于稳定，市场份额达到饱和状态。
在衰退期，产品销售量和市场份额开始下降，可能受到新竞争对手或新技术的冲击。