国际市场营销英文版试题

(一) 一、选择题（每空1分，共20分） 1. The powers exercised by a state in relation to other countries and the supreme powers exercised over its own members is called: A) government policy. B) control. C) sovereignty. D) domestication. E) none of the above. 2 The ideal political climate for a multinational firm is one where there is a __________________ government. A) democratic B) socialist C) dictatorial D) stable, friendly government E) bribable and corrupt 3 An awakening of a nation's people to pride in their country is best called: A) democracy. B) socialism. C) fascism. D) nationalism. E) localism. 4 The most severe political risk is one of ____________ where a company's assets are seized without payment. A) confiscation B) expropriation C) domestication D) liquidation E) destruction 5 During a recent dictatorship in Chile, a United Fruit plant was ____________; however, the owners were paid about twenty five percent of the plant's value as compensation. A) confiscated B) expropriated C) domesticated D) liquidated E) none of the above 6 Over time Brazil was able to take over and control most foreign coffee plantations. In each case, the government acquired the properties by decrees, increased involvement of Brazilian managers, and Brazilian take over of stock and options. Which of the following terms best describes the above situation? A) confiscation B) expropriation C) domestication D) liquidation E) destruction 7 All of the following are considered to be economic risks of doing abroad EXCEPT: A) exchange controls. B) local-content laws. C) import restrictions. D) tax controls. E) all of the above. 8 NAFTA requires 62 percent of parts and chassis of any cars coming from member countries be NAFTA-originated (in other words, there are limits on foreign cars and parts). This process is a reflection of which of the following economic risks of doing business abroad? A) exchange controls B) local-content laws C) import restrictions D) tax controls E) price controls 9 Which of the following products are NOT subject to price controls? A) pharmaceuticals B) food C) gasoline D) cars E) all of the above are subject to price controls 10 When the United States boycotted trade with Cuba, this was called a(n): A) technological sanction. B) business sanction. C) social sanction. D) political sanction. E) none of the above

11 When groups of people protested the WTO at a recent round of WTO meetings in Seattle, these ____________ served notice that actions of the WTO and IMF would get increasing attention from those that are seeking a redistribution of wealth in the world. A) PSAs (political and social activists) B) communists C) socialists D) peaceniks E) consumers 12 _____________ is an attempt to forecast political instability to help management identify and evaluate political events and their potential on current and future international business decisions. A) Poly measurement B) Political risk assessment C) Vulnerability modeling D) Sensitivity modeling E) Performance assessment 13 Relations between governments and MNCs are generally positive if the investment does any of the following EXCEPT: A) provides for more direct control of a local market (thus stability) by the MNC. B) creates jobs. C) makes tax contributions. D) transfers capital, technology, or skills. E) improves the balance of payments by increasing exports. 14 Which of the following is a strategy that can be used by a MNC to minimize vulnerability and risk? A) expropriation B) boycotts C) joint ventures D) political payoffs E) C and D 15 All of the following are considered strategies that can be used by MNCs to reduce or minimize vulnerability and risk in the international arena EXCEPT: A) planned domestication. B) licensing. C) expanding the investment base. D) political payoffs. E) all of the above. 16 . All of the following are arguments that favor protectionism EXCEPT: A) increase of business size. B) maintenance of employment and reduction of unemployment. C) conservation of natural resources. D) national defense. E) all of the above are correct arguments for protectionism. 17 Which of the following regions of the world uses the greatest percentage of total energy according to the World Energy Consumption charts shown in the text? A) North America B) Developing Asia C) Eastern Europe D) Industrialized Asia E) South America 18 By 2050, ___________ will be the most populace world region. A) Asia B) Africa C) Europe D) North America E) Latin America 19 All of the following are primary reasons for migration from rural to urban areas EXCEPT: A) desire for greater access to government protection and ability to speak out on issues. B) desire for greater access to sources of education. C) desire for greater access to sources of health care. D) desire for greater access to sources of improved job opportunities.

合集下载

英文版市场营销学期末试卷13

SECTION 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.When the price setter stresses the supply or cost side of the pricing problem, they are using competition-orientation pricing.__F___ 2. When a consumer learns about a new product for the first time and makes a decision to try it, the consumer is engaged in the alternative evaluation process.___T___3. Consumers position products in their minds in order to simplify the buying process.__F____4. The retail position matrix makes use of these two dimensions:width and depth of product line.____T__ 5. When a company chooses a target marketing strategy, its choices are influenced by factors related to company resources, the degree of product variability, and the product's life-cycle stage__T____6. The purchase of a bottle of water is a low-involvement purchase.__F____ 7. Intensive distribution seeks many outlets in a market, while selective distribution seeks only one outlet in a given market area.__T___ 8. The frequent use of promotional pricing can encourage customers to only buy when a brand is on sale_F_____ 9. Direct marketing rarely occurs on a one-to-one, interactive basis.__F___10. In introduction stage, a company retains the product but reduces marketing support costs.Section 2：Multiple Choices (20 marks, 2 for each)1. _____c_____ is the term that describes the actions a person takes in purchasing and using products and services.a) Marketingb) Market researchc) Consumer behaviord) Consumer managemente) Purchase development2. A “quality” message may be used for the HUMmers while a “connectivity” message may be used for the Executive Warriors. This is an example of __________.a) positioningb) selective marketingc) brandingd) market segmentatione) targetingAns: a3. The framework to relate the market segments of potential buyers to products offered or potential marketing actions by the firm is called: da)Action gridb)Relation gridc)Product gridd)Procuduct/Market grid.4. To handle products in the decline stage of the product life cycle, companies often use either __________.a) diversification or harvestingb) diversification or contractingc) deletion or harvestingd) deletion or diversificatione) building or contractingAns: c5. Pricing constraints are __________.a) barriers that must be overcome in order to set pricing objectivesb) competitive pricing advantages one firm has over anotherc) different pricing strategies for each of the firm's productsd) factors that limit the range of prices a firm may sete) another name for demand curvesAns: d6. When a firm distributes to two or more different types of channels for the same product, this is called: Da)Double channel dutyb)Dual networkc)Split distributiond)Dual distribution7. __________ is the marketing of two or more products for a single "package" price.a) Packaged pricingb) Loss-leader pricingc) Bundle pricingd) Tie-in pricinge) Multi-product pricingAns: c8. ___________ arises when one channel member believes another channel member is engaged in behavior that prevents it from achieving its goals.a) Channel conflictb) Disintermediationc) Cross-dockingd) Partnership inconsistencye) Relationship varianceAns: a9. Which method of classifying retail outlets would be most appropriate for describing all franchise operations?a) Form of ownershipb) Level of servicec) Merchandise lined) Method of operatione) Revenue generatedAns: a10. In which form of retail outlet would customers be offered convenience, quality personal service and lifestyle compatibility?a) Corporate chainb) Administered systemc) Contractual systemd) Independent retailerAns: dSECTION 3: SHORT ANSWERS (60 marks)1. Distinguish between a direct and an indirect channel (6 marks). Please give an example for each channel structure (4 marks)Ans: a direct channel occurs when a producer and ultimate consumers deal directly with each other. Because there are no intermediaries, the producer must perform all channel functions. Indirect channels occur when intermediaries are inserted between the producer and consumers and perform numerous channel functions.2. Describe the characteristics of each stage of product life cycle. And discuss the role of promotion in the four stages of the product life cycle (20 marks)Ans: The first stage is introduction. The primary job for promotion here is to inform and increase awareness of the product among consumers. (5 marks each stage)The second stage is growth. Here the primary task is to persuade the consumer to buy your brand rather than substitutes.The third stage is maturity. Here, you want to maintain existing buyers and remind consumers of the product's existence.The fourth and final stage is decline. This is usually a period of phase-out for theproduct and little effort or money is expended, especially in sales promotions.3. Assume you are manager of The Outback Steak House, a franchised restaurant that has newly opened in Shanghai. Describe how you would segment the market according to segmentation bases, using as many segmentation variables as you can and explaining why each variable is appropriate. (20 marks)Ans: [Students might select any segmentation variables] However, the most likely include these: The first dimension would be geographic with segmentation variables designed to describe those people within a reasonable draw area around the restaurant. They could be defined by ZIP Code, census tract or subdivision. The next dimension should be demographics, including homeowners, young adults, married, probably with children. Also important would be household income, perhaps related to occupations. The Outback manager would seek those people who had not only the need, but also the means to dine at the restaurant and demographic correlations can be rather easily made with regard to those factors. The psychographic dimension would include variables such as extroverted, gregarious and those fond of pleasures such as eating out. Segmentation according to the benefits dimension could include convenience and economy relative to more expensive restaurants. As for the usage dimension, it would be well to seek medium and heavy users including, perhaps, those people who might dine at The Outback more than once a month, since repeat business is the key to success in this sort of venture.4. You will be graduating soon and have been offered "the job of your dreams". The new position, however, requires some traveling so you will need a car. You currently do not have one. What decision process will you go through to purchase an automobile? (10 marks)Ans: This purchase would require five purchase decision stages:Problem recognition: the car is needed for the new job.Information search: Check internal and external sources.Alternative evaluation: objective and subjective attributes considered from consideration set.Purchase decision: decision made after judging the alternatives.Post-purchase evaluation: evaluate car in terms of expectations.。

市场营销英文题

Chapter 01 The Scope and Challenge of International Marketing True / False Questions1. Global commerce thrives during peacetime.TRUE (p. 4)st century is "expect theunexpected."TRUEDifficulty: EasyType: Knowledge3. (p. 5) Today, every American business is international.TRUEDifficulty: ModerateType: Comprehension4. (p. 5) One event that will influence the shape of international business as the future unfolds is the rapid growth of the World Trade Organization, NAFTA, and the European Union. TRUE5. (p. 5) One event that will influence the shape of international business as the future unfolds is the unprecedented acceptance of communism and socialism in Latin America.FALSEDifficulty: ModerateType: Comprehension6. (p. 5) A trend that will impact international business in the future is a mandate to properly manage the resources and global environment.TRUEDifficulty: ModerateType: Comprehension7. (p. 5) Today, most business activities are local or regional in scope.FALSEDifficulty: ModerateType: Knowledge8. (p. 6, Crossing Borders 1.1) What do French farmers, Chinese fishermen, and Russian hackers have in common--they can all receive subsidy payments from the U.S. government.FALSE9. (p. 6) Foreign-made products remain a small portion of all consumer products sold in the United States.FALSE10. (p. 8) U.S. companies compete with global competitors in foreign markets and have little competition in domestic markets from global competitors.FALSEDifficulty: EasyType: Knowledge11. (p. 9, Exhibit 1.2) The leading U.S. multinational with foreign revenues of $345 billion plus annually is Wal-Mart.TRUEDifficulty: HardType: Knowledge12. (p. 9) International marketing is 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.TRUEDifficulty: ModerateType: Knowledge13. (p. 9-10) A good illustration of an uncontrollable variable that might impact international business is a marketing decision with respect to research.FALSEDifficulty: HardType: Application14. (p. 11, Exhibit 1.3) The foreign uncontrollable environment is the same as the domestic uncontrollable environment.FALSEDifficulty: HardType: Comprehension15. (p. 12) The level of technology is an uncontrollable element for international marketers. TRUEDifficulty: ModerateType: Knowledge16. (p. 14) The political and legal environment is a controllable element for international marketers because of the ability to lobby and influence legislation.FALSEDifficulty: ModerateType: Knowledge17. (p. 14) In a broad sense, the uncontrollable elements of the foreign business environment constitute the culture.TRUEDifficulty: HardType: Comprehension18. (p. 15) John refuses to buy Japanese products because he sees them as a way of selling out to nation known for its aggressive behavior. John is using a self-reference criterion to make his decision.TRUEDifficulty: ModerateType: Application19. (p. 15) A self-reference criterion is closely related to ethnocentrism.TRUEDifficulty: ModerateType: Comprehension20. (p. 15) Sam Watkins just recently ate and, therefore, feels justified in refusing food from his Middle Eastern host. In this instance, Sam's self-reference criterion has just saved him from making a cultural blunder.FALSEDifficulty: HardType: Application21. (p. 16) To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis that emphasizes the need for ethnocentrism.FALSEDifficulty: ModerateType: Comprehension22. (p. 17) To be globally aware, you should be tolerant of cultural differences.TRUEDifficulty: EasyType: Comprehension23. (p. 17) To be globally aware, you should require that all of your international customers know about your cultural rules and adhere strictly to each one.FALSEDifficulty: ModerateType: Comprehension24. (p. 18) If a company is in a stage designated as being one with "no direct foreign marketing," the company does not actively cultivate customers outside national boundaries.TRUEDifficulty: EasyType: Knowledge25. (p. 20) Of all the stages in international business, a stage called "regular foreign marketing" produces the most profound change in the orientation of the company toward markets and associated planning activities.FALSEDifficulty: ModerateType: Knowledge26. (p. 22) If a company uses a strategic orientation called domestic market extension, it views its international operations as secondary to and an extension of its domestic operations.TRUEDifficulty: ModerateType: Knowledge27. (p. 22-23) The global marketing concept views the marketplace as consisting of one primary domestic market that is complimented by several smaller regional markets.FALSEDifficulty: HardType: KnowledgeMultiple Choice Questions28. (p. 3) International __________ play an important role in promoting global peace and prosperity.A. foreign aid and treatiesB. competition and consumer spendingC. trade and marketingD. consumer and industrial servicesDifficulty: EasyType: Knowledge29. (p. 4) According to the text, all of the following events have impacted international business EXCEPT:A. the Indian Ocean tsunami in 2004B. the high-tech bust of 2001.C. the steroids in major league sports scandalD. 2003 SARS outbreak in Asia.E. September 11, 2001 disasters.Difficulty: EasyType: Comprehension30. (p. 5) Of all the events and trends affecting global business today, four stand out as the most dynamic. Which of the following would be one of those events?A.B. The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe.C. The trend toward using English as the global language.D. The trend toward establishing a world currency.E. The trend toward worldwide instant communication.Difficulty: ModerateType: Comprehension31. (p. 5) All of the following events and trends are among the four major trends described in the chapter as having a major impact or effect on global business EXCEPT:A. the trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe.B. the rapid growth of the World Trade Organization and regional free trade areas such as NAFTA and the European Union.C. the burgeoning impact of the Internet and other global media on the dissolution of national borders.D. the trend toward decreasing OPEC profits as oil reserves decline in the 21st century.E. the mandate to properly manage the resources and global environment for the generations to come.Difficulty: HardType: Comprehension32. (p. 5-6) Strategic plans that are competitive in global markets are _____.A. the challenge of international marketingB.C. not necessary for small firmsD. multilingual and multicultural in scopeDifficulty: EasyType: Knowledge33. (p. 5) Every American company is international, at least to the extent that:A. Federal law requires all corporations to outsource whenever it is cost-effective.B. the Internet generates orders for all American businesses from abroad.C. its business performance is affected by events that occur abroad.D. natural disasters create a greater global community.E. all of the above.Difficulty: HardType: Knowledge34. (p. 5) Simi Khan wants to move his business into the international arena as quickly as possible; however, to be successful he must consider a variety of factors that have global dimensions. Which of the following factors would be most important to Simi Khan's computer technology business as he moves forward with his global expansion plans?A. Electricity usage around the world.B. The drive toward a more ergonomic workplace.C. Communication and technology networks in third-world countries.D. Restrictions on advertising in Russia.E. Increasing licensing fees in Spain and Portugal.Difficulty: ModerateType: Application35. (p. 7) Foreign investment in the United States is growing yearly. At present, foreign investment in the United States is in excess of $16.3 ______________.A. trillionB.C. billionD. thousandE. cannot be determined. The government does not track foreign investment.Difficulty: ModerateType: Knowledge36. (p. 7) Companies from ____________________ lead in foreign investment in the United States:A. Kingdom of Saudi ArabiaB. RussiaC. ChinaD. United KingdomE. CanadaDifficulty: HardType: Knowledge37. (p. 7) Foreign investment is a two-way street. An organization (through investment and acquisition) from which of the following countries now controls all United Kingdom rail freight business and runs the queen's private train via its English, Welsh, & Scottish Railway unit?A. GermanyB. SwitzerlandC. United StatesD. CanadaE. NetherlandsDifficulty: HardType: Knowledge38. (p. 9, Exhibit 1.2) Many U.S. firms do exceedingly well in the global arena. Which of the following organizations is considered to be the U.S. leader with global revenues approximated at $345 billion annually?A. IBMB. ExxonMobilC. Ford MotorD. Wal-MartE.Difficulty: ModerateType: Knowledge39. (p. 9) For firms venturing into international marketing for the first time, the first requirement is:A. employment of foreign nationals in target foreign markets.B. a thorough and complete commitment to foreign markets.C. obtain market data from consulate of the country being targeted.D. an assessment of the cost of doing business in the foreign market.E. performance reviews of all potential salespeople being considered for foreign assignment.Difficulty: ModerateType: Knowledge40. (p. 9) ___________ is 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.A. Global managementB. Global businessC. MarketingD. International marketingE. Global marketing conceptDifficulty: ModerateType: Knowledge41. (p. 9) 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 is called:A. global management.B. global business.C. marketing.D. the global marketing concept.E. international marketing.Difficulty: ModerateType: Knowledge42. (p. 9) The only difference between the definitions of domestic marketing and international marketing is that marketing activities:A. focus on consumers in domestic markets and barterers in foreign markets.B. take place in more than one country.C. follow traditional communication paths in domestic markets.D. focus on distribution in the domestic market.E. are usually non-regulated in foreign markets.Difficulty: ModerateType: Comprehension43. (p. 9) According to the text, the primary difference in the practice of marketing at the domestic versus the international level is:A. the environment within which the marketing plans must be implemented.B. the revenues necessary to be successful.C. the demand charts available to the marketer.D. the control over the budget.E. the accountability of board of directors.Difficulty: HardType: Comprehension44. (p. 9) With respect to the environment in which a business operates, such factors as competition, legal restrains, government controls, and the weather would all be examples of what are called:A. controllable elements.B. uncontrollable elements.C. predictable elements.D. demographic elements.E. cultural elements.Difficulty: EasyType: Knowledge45. (p. 9-10) All of the following would be considered to be controllable elements of marketing decisions EXCEPT:A. product.B. price.C. promotion.D. research.E. government regulations.Difficulty: EasyType: Knowledge46. (p. 11, Exhibit 1.3) Considering the model of the international marketing task displayed in the text, which of the following reasons demonstrates the most important difference between the international marketer's task and that of the domestic marketer?A. The international marketer must deal with at least two levels of uncontrollable uncertainty instead of one.B. The international marketer must rely on at least two levels of controllable certainty instead of one.C. The international marketer is never certain about supply or demand.D. The international marketer is never certain about total market size.E. The international marketer must be aware of international monetary exchange rates.Difficulty: ModerateType: Comprehension47. (p. 11, Exhibit 1.3) Robert Jonas is in charge of a new marketing effort directed toward Peru. In order for his company to effectively market and distribute to all of Peru's major cities, Mr. Jonas must devise a logistics plan for crossing the Andes Mountains on a daily basis. Which of the following foreign environment uncontrollable variables would be a chief concern as Mr. Jonas devises his plan?A. Competitive forcesB. Cultural forcesC. Geography and infrastructureD. Economic forcesE. Political/legal forcesDifficulty: ModerateType: Application48. (p. 11, Exhibit 1.3) Compared to the foreign environment uncontrollable variables, which of the following elements is excluded from the domestic marketer's list of uncontrollable variables?A. Political forcesB. Competitive structureC. Economic climateD. Cultural forcesE. Legal forces.Difficulty: HardType: Comprehension49. (p. 11, Exhibit 1.3) All of the following would be among the domestic marketer's controllable environmental variables EXCEPT:A. research.B. price.C. product.D. channels of distribution.E. economic climate.Difficulty: ModerateType: Comprehension50. (p. 11, Exhibit 1.3) All of the following appear as a foreign environment uncontrollable variable in the model of the international marketing task shown in the text EXCEPT:A. economic forces.B. competitive forces.C. product demand forces.D. cultural forces.E. political/legal forces.Difficulty: EasyType: Knowledge51. (p. 10) Amy Sims has been assigned the task of preparing a marketing plan for company for the next year's business activities. She knows that she should begin her plan by examining the variables that she has some control over. These controllable variables would include price, product, channels-of-distribution, and:A. demand.B. supply.C. competition.D. economic climate.E. promotion.Difficulty: EasyType: Knowledge52. (p. 10) A political decision involving _______________ would most likely have a direct effect on a firm's international marketing success.A. domestic foreign policyB. immigration reformC. oil exploration policyD. FCC satellite regulationsE. FAA airline regulationsDifficulty: ModerateType: Knowledge53. (p. 11) Which of the following would be a chief way that U.S. companies attempt to influence domestic foreign policy?A. A company could lobby with respect to its own interests.B.C. A company could ask a foreign government to bring pressure on U.S. legislative bodies.D. A company could threaten to withdraw operations from foreign markets.E. A company could threaten to move its corporate headquarters to a foreign market.Difficulty: HardType: Comprehension54. (p. 12) Competition within the home country can have a profound effect on the international marketer's task. Which of the following BEST illustrates this statement?A. Boeing recently opened talks with its primary trade union to avoid a forecasted strike.B. Microsoft and Dell have jointly invested $700 million in a new venture to investigate high technology of the future.C. Fuji opened a $300 million plant in the U.S. and now commands a 12 percent share of the lucrative U.S. film market.D. Several name companies are still under investigation because of the Enron scandal.E. Declaration of independence by Baltic States after the collapse of the Soviet Union.Difficulty: ModerateType: Application55. (p. 12) With respect to challenges faced by the international marketer, a significant source of uncertainty is the number of factors in the:A. foreign environment controllables.B. foreign environment uncontrollables.C. domestic environment controllables.D. parallel environment uncontrollables.E. parallel environment controllables.Difficulty: EasyType: Comprehension56. (p. 12) Ralph Waite has just been assigned the task of reviewing his company's international investment opportunities. He knows that his view of the list of opportunities should be tempered by foreign environment uncontrollables that might be encountered. Which of the following would be the BEST illustration of a foreign environmental uncontrollable that Mr. Waite should investigate?A. A country's level of technology.B.C. The ability to do research in the foreign country.D. Manufacturing capabilities in the foreign country.E. The ability to do advertising in the foreign country.Difficulty: HardType: Application57. (p. 12) The _____________ is an uncontrollable element that can often be misread because of the vast differences that may exist between developed and undeveloped countries.A. Structure of distributionB. competitive forcesC. economic forcesD. political/legal forcesE. level of technologyDifficulty: HardType: Knowledge58. (p. 13) The _____________ and issues abroad are often amplified by the "alien status" of the company, which increases the difficulty of properly assessing and forecasting the dynamic international business climate.A. structure of distributionB. competitive forcesC. economic forcesD. political/legal forcesE. level of technologyDifficulty: ModerateType: Knowledge59. (p. 13) Which of the following would be the BEST illustration of the "alien status" found in the political and legal arena that sometimes cause problems for international marketers as they attempt to do business in foreign countries?A. A company in the U.K. recently purchased Ben & Jerry's ice cream operations.B. The Indian government told Coca-Cola that it must reveal its "secret formula" if it wished toC. Richard Branson's Virgin Cola was not widely accepted in the United States.D. French Canadians prefer French to English when conducting business in Canada.E. British Airlines and Japan Airlines join American Airlines to form OneWorld Alliance.Difficulty: ModerateType: Application60. (p. 14) Global businesses must be willing to adjust and adapt a marketing program to a foreign market. In a broad sense, the environmental uncontrollable elements constitute the:A. problem.B. opportunity.C. culture.D. marketplace.E. commerce landscape.Difficulty: HardType: Comprehension61. (p. 14) The task of ____________ is the most challenging and important one confronting international marketers.A. care for the environmentB. dealing with politicsC. international standardizationD. cultural adjustmentE. international brandingDifficulty: ModerateType: Comprehension62. (p. 14) Which of the following would be the BEST example to illustrate the fact that international marketers need to make cultural adjustments as they seek to do business abroad?A. In America, white is an accepted color for wedding gowns; in Asia it is the color ofB. Many teens earn extra income by working.C. Women out number men in the United States.D. Most Middle Eastern women do not work outside the home.E. Many European nations require a period of national service for youth.Difficulty: HardType: Application63. (p. 15) ____________ is the conscious effort on the part of the international marketer to anticipate the influences of both the foreign and domestic uncontrollable factors on a marketing mix and then adjust the marketing mix to minimize the effects.A. StandardizationB. AdaptationC. SegregationD. SegmentationE. ProjectionDifficulty: ModerateType: Knowledge64. (p. 15) The primary obstacles to success in international marketing are a person's _________ and an associated ethnocentrism.A. regionalismB. holismC. self-reference criterionD. segregationE. integrationDifficulty: EasyType: Comprehension65. (p. 15) _____________ is an unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decisions.A. RegionalismB. HolismC. Self-reference criterionD. SegregationE. XenophobiaDifficulty: ModerateType: Knowledge66. (p. 15) In the United States, unrelated individuals keep a certain physical distance between themselves and others when talking or in groups. We do not consciously think about that distance; we just know what feels right without thinking. Someone from another culture would not necessarily understand this and would apply their own rules for contact when speaking. The preceding is an illustration of what is called applying a ___________ when reviewing the mentioned social custom of contact.A. self-spaceB. segregationC. integrationD. space command theoryE. self-reference criterion (SRC)Difficulty: ModerateType: Application67. (p. 15) Your ____________ can prevent you from being aware that there are cultural differences or from recognizing the importance of those differences.A. self-spaceB. personalityC. demographic characterD. self-reference criterion (SRC)E. concept of integrationDifficulty: EasyType: Comprehension68. (p. 16) The most effective way to control the influence of ethnocentrism and __________ is to recognize their effects on our behavior.A. the self-reference criterion (SRC)B.C. tunnel visionD. standardizationE. xenophobiaDifficulty: ModerateType: Knowledge69. (p. 17) To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis that isolates the self-reference criterion influences. Which of the following would be the BEST first-step to take to avoid the aforementioned errors?A. Redefine the problem without the SRC influence.B. Solve the problem for the optimum business goal situation.C. Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem.D. Define the business problem or goal in home-country cultural traits, habits, or norms.E. Define the business problem or goal in foreign-country cultural traits, habits, or norms through consultation with natives of the target country.Difficulty: HardType: Application70. (p. 17) Which of the following steps in a cross-cultural analysis to isolate self-reference criterion influences would finalize the process and lead to a solution of the problem?A. Redefine the problem without the SRC influence and solve the problem for the optimal business goal situation.B. Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem.C. Define the business problem or goal in home-country cultural traits, habits, or norms.D. Define the business problem or goal in foreign-country cultural traits, habits, or norms through consultation with natives of the target country.E. The last step is not indicated in the list of alternatives.Difficulty: EasyType: Application71. (p. 17) To be globally aware, an international marketer must have all the following EXCEPT:A. a tolerance of cultural differences.B. a knowledge of cultures.C. a knowledge of history.D. a knowledge of microeconomics.E.Difficulty: EasyType: Knowledge72. (p. 17) Successful businesspeople in the twenty-first century have ___________ and a frame of reference that goes beyond a region or even a country and encompasses the world.A. a sense of fashionB. global awarenessC. an intimate knowledge of ecological problemsD. a consumer mind-setE. a pronounced skill in promotionDifficulty: ModerateType: Knowledge73. (p. 18) There are a variety of stages in the process of becoming involved in international marketing. Which of the following best describes the stage of development where the company's products reach a foreign market through no conscious effort on the part of the marketer?A. Infrequent foreign marketingB. Regular foreign marketingC. No direct foreign marketingD. International marketingE. Global marketingDifficulty: EasyType: Comprehension74. (p. 18) If a marketer is motivated to enter into an international marketing effort because of temporary surpluses in the domestic market, which of the following stages BEST characterizes the stage of international marketing involvement for this marketer?A. Infrequent foreign marketingB.C. No direct foreign marketingD. International marketingE. Global marketingDifficulty: ModerateType: Comprehension75. (p. 19) James Bright's company seek markets all over the world and attempts to sell products that are a result of planned production for markets in various countries. Which of the following stages BEST characterizes the stage of international marketing involvement for Mr. Bright's company?A. Infrequent foreign marketingB. Regular foreign marketingC. No direct foreign marketingD. International marketingE. Global marketingDifficulty: HardType: Application76. (p. 20) Maria Peron's company treats the world, including the home market in Spain, as one market. Market segmentation decisions no longer focus on national borders. Instead, market segments are defined by income levels, usage patterns, and other factors that span countries and regions. Which of the following stages BEST characterizes the stage of international marketing involvement for Ms. Peron's company?A. Infrequent foreign marketingB. Regular foreign marketingC. No direct foreign marketingD. International marketingE. Global marketingDifficulty: ModerateType: Application77. (p. 22) If a company basically sees the process of international marketing as one where the domestic company seeks a sales extension of its domestic products into foreign markets, the company is using which of the following concepts to formulate its international policies and strategies?A. Domestic market extension conceptB.C. Global marketing conceptD. Universal marketing conceptE. Standardized marketing conceptDifficulty: EasyType: Comprehension78. (p. 22) The Ajax Corporation has decided to enter the international marketing arena by marketing its products on a country-by-country basis, with separate marketing strategies for each country. The company is using which of the following concepts to formulate its international policies and strategies?A. Domestic market extension conceptB. Multidomestic market conceptC. Global marketing conceptD. Universal marketing conceptE. Standardized marketing conceptDifficulty: ModerateType: Comprehension79. (p. 22-23) A company using the ________________ views an entire set of country markets as a unit, identifying groups of prospective buyers with similar needs as an opportunity market segment and develops a marketing plan that strives for standardization wherever it is cost and culturally effective.A. domestic market extension conceptB. multidomestic market conceptC. global marketing conceptD. universal marketing conceptE. standardized marketing conceptDifficulty: HardType: Comprehension。

英文版国际营销学期末试卷6---精品管理资料

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 attempted to engage in ________。

英语专业市场营销参考试题

3. Big Mac Index: The index is based on the theory of purchasing-power parity, the notion that a dollar should buy the same amount in all countries. The theory naturally relies on certain assumptions, such as negligible transportation costs, the goods and services must be “tradable”. Thus, in the long run, the exchange rate between two currencies should move towards the rate that equalizes the prices of an identical basket of goods and services in each country. It can help us determine whether a currency is overvalued or undervalued.
8. Coca-colonization. Coca-colonization is a term that refers to globalization or cultural colonization. It is a portmanteau of the name of the multinational soft drink maker Coca-Cola and the word colonization. The term is used to imply either the importation of Western (particularly American) goods or an invasion by Western and especially American cultural values that threatens thgration Recognizing the similarities between international markets and integrating them into the overall global strategy. 5. Market responsiveness Responding to each market’s needs and wants.

高三英语市场营销练习题20题(带答案)

高三英语市场营销练习题20题(带答案)1. In marketing, the process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors is called ____.A. Product positioningB. Market segmentationC. BrandingD. Pricing答案：B。

解析：Market segmentation（市场细分）的定义就是将市场划分为具有不同需求、特征或行为的不同购买者群体。

A选项Product positioning（产品定位）侧重于产品在市场中的定位；C选项Branding（品牌塑造）强调创建品牌形象等相关内容；D选项Pricing 定价）主要涉及产品价格设定，均不符合题意。

2. A company decides to focus its marketing efforts on a specific group of customers who are most likely to buy its products. This group is known as the ____.A. Mass marketB. Niche marketC. Target marketD. Secondary market答案：C。

解析：Target market（目标市场）指的是公司决定将营销努力集中于的特定客户群体，这些客户最有可能购买其产品。

A选项Mass market（大众市场）是一个广泛的概念，没有体现出特定性；B选项Niche market 利基市场）是更细分、特殊的小市场；D选项Secondary market（二级市场）通常用于金融等领域，与这里的营销概念不符。

3. Which of the following is an important factor in market research?A. Ignoring customer feedbackB. Only focusing on competitors' productsC. Understanding customer needs and wantsD. Avoiding new trends答案：C。

英文版市场营销学期末试卷

英文版市场营销学期末试卷1(总4页)--本页仅作为文档封面，使用时请直接删除即可----内页可以根据需求调整合适字体及大小--A、True or False (2’x10=20)1.The marginal effect of advertising on sales is always same throughoutdifferent stages of new product diffusion.F2.Frequent price promotion hurts brand equity. T3.Cooperation between channel members leads to higher profit for bothretailer and manufacturer, given there are only two channel members.T4.New product development involves very high cost and risks of failure.Therefore, companies should not develop new product. F5.Maximizing consumer’s time spent in stores is one of the retailer’s objectives.T6.Brand equity is more important for goods than services. F7.Advertising is a more efficient way to increase consumer’s new productawareness level than personal communication. T8.Exclusive distributor only manages one brand in the channel. F9.Bundled products are always priced lower than non-bundled products. F10.Higher level dependence on manufacturer leads to higher level profit for thedealer. FB. Multiple Choices (3’x10=30’)1, Medical doctors are using a(n) _____ B _____ communication channel to sharethe new drug information .a. personalb. expertc. advocated. mass2, Which of the following could explain why the prices of ice cream products madeby Haagen-dazs are much higher in China market than in US marketCa. the income level of the target customers in China is higher than income level ofthe target customers in US.b. the transportation across the continent involves very high costc. the company uses market-skimming pricing tacticd. the quality level of Haagen-dazs product in China is much higher than that in US. 3, What is the main reason that could explain why companies would perform quantity discountCa, taking care of consumer welfareb, improving customer satisfaction levelc, extracting more consumer surplusd, undertaking more social responsibility4 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? Da, price discriminationb, cost leadershipc, focusd, differentiation5, Which of the following functions wholesalers usually do not perform? Ca, storageb, financingc, new product developmentd, market information sharing with manufacturers6, Which of the following is a characteristic of a brand? Aa. identification of product qualityb. greater loyaltyc. larger marginsd. higher market share7. Every night after working the swing shift, Sierra stops by the 7-Eleven store near her house. She often buys bread and drinks while she’s there even though the prices at the 7-Eleven store are higher than at her local supermarket. The7-Eleven store is an example of a __________. Da. specialty storeb. superstorec. warehouse stored. convenience store8, Last minute deals in airline industry means that consumers could possibly purchase extremely low priced air tickets 2 or 3 days before departure. Which of the following represents the characteristic of the airline industry in this case? Ba, inseparabilityb, perishabilityc, variabilityd, distinctiveness9, Marketing at a tactical level includes all of the following activities EXCEPT: Ca. packagingb. pricingc. value positioningd. personal selling10, A(n) _____ B _____ market is characterized by a fairly narrowly defined market with a complete and distinct set of needs, and a willingness to pay a premium to meet those needs.a. localb. nichec. individuald. derivedC, Short Essay Questions (10’+10’=20’)1, 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 service quality could be improved. (10’)ReliabilityAssuranceTangiblesEmpathy, andResponsivenessOR.Identify high quality foodHire highly skilled chefs and waitressStandardize cooking and serving processCultivate good meal environment in restaurantDifferentiate product features and relevant pricing strategy2, Please discuss one of the achievements of Nobel Prize winners (could be, but not limited, within economics science area) and its marketing implications. (10’) Oliver Williamson transaction cost economics applied in marketing channelNash game theory applied in pricingKaneman and Tversky: prospect theory in behavioural pricingPavlov: consumer learningHeckman and McFadden: Brand choice modelD. Long Essay Questions (30’)Suppose that you are a managing partner of a local accounting firm, responsible for the business development. There are around 50 staff members in this firm. Currently, the firm has two business units: assurance services and taxation consulting services. Now, the firm plans to expand its business into business information system consulting area.1)Please discuss the potential customer bases that the firm might have. (10’)Answer keysexisting customer base for cross selling. Could be medium size local enterprises 2)Please use marketing 4Ps as a tool to discuss how the firm can develop its newbusiness in IT consulting area. (20’)Answer keyspricing: bundling complementary IT services with existing taxation andassurance services; market penetration strategy due to the existing competent international players like Accentureproduct: service quality improvementplace (channel): word of mouth disseminationpromotion: initial discount, existing customer referral。

市场营销英语试题及答案

市场营销英语试题及答案一、选择题（每题1分，共10分）1. Which of the following is NOT a function of marketing?A. Product developmentB. PromotionC. DistributionD. Human resources management2. The 4Ps of marketing mix refer to:A. Product, Price, Place, PromotionB. Product, Price, Position, PromotionC. Product, Price, Positioning, PromotionD. Product, Place, Position, Promotion3. What is the primary goal of market segmentation?A. To increase the number of productsB. To target specific customer groupsC. To reduce advertising costsD. To expand the market share4. Which of the following is an example of a push strategy?A. AdvertisingB. Personal sellingC. Sales promotionsD. Public relations5. The concept of "Customer Lifetime Value" (CLV) is used to measure:A. The value of a customer's first purchaseB. The value of a customer's total purchases over timeC. The value of a customer's most recent purchaseD. The value of a customer's future purchases6. What is the term used to describe the process of identifying, anticipating, and satisfying customer requirements efficiently and effectively?A. Market researchB. Customer relationship managementC. MarketingD. Product management7. A marketing campaign that focuses on the benefits of the product to the customer is known as:A. Feature-based marketingB. Benefit-based marketingC. Need-based marketingD. Value-based marketing8. Which of the following is a type of market structure?A. MonopolyB. OligopolyC. Perfect competitionD. All of the above9. In marketing, the term "brand equity" refers to:A. The value of the brand's assetsB. The brand's market shareC. The brand's advertising budgetD. The brand's customer base10. Which of the following is a key element of the marketing mix for services?A. Service qualityB. Service priceC. Service promotionD. All of the above二、填空题（每题1分，共5分）11. The SWOT analysis is a tool used to identify a company's strengths, weaknesses, opportunities, and ________.12. The marketing concept is based on the idea that the key to achieving organizational goals is to determine the needs and wants of ________ and society.13. A ________ is a marketing strategy that involves creatinga unique image or identity in the minds of consumers.14. The term "market penetration" refers to increasing sales of existing products to existing customers without ________.15. The marketing mix for tangible goods is often referred to as the "4Ps," while for services it is sometimes called the "7Ps," which includes the additional elements of people, process, and ________.三、简答题（每题5分，共10分）16. Briefly explain the concept of market orientation and its importance in business.17. Describe the steps involved in the marketing research process.四、案例分析题（15分）18. (a) Assume you are a marketing manager for a new smartphone brand. Discuss the factors you would consider when setting the price for your product.(b) How would you use the concept of market segmentation to target different consumer groups?五、论述题（20分）19. Discuss the role of technology in modern marketing and how it has changed the way companies interact with their customers.答案：一、选择题1. D2. A3. B4. B5. B6. C7. B8. D9. A10. D二、填空题11. threats12. target customers13. brand positioning14. targeting new markets15. physical evidence三、简答题16. Market orientation is a business philosophy that emphasizes the importance of understanding and meeting customer needs in order to achieve long-term success. It involves a customer-centric approach where the company's actions are driven by the needs and wants of the market. This concept is important because it helps companies to be more competitive by focusing on customer satisfaction, which can lead to increased loyalty and profitability.17. The marketing research process typically involves the following steps: defining the research problem, designing the research, collecting data, analyzing data, and reporting findings. Each step is crucial for gaining insights into the market and making informed decisions.四、案例分析题18. (a) When setting the price for a new smartphone, factors to consider include production costs, competitor pricing, perceived value, target market's willingness to pay, and the desired profit margin. (b) Market segmentation can be used to identify different consumer groups based on demographics, psychographics, or behavioral factors. Tailoring。

英文版市场营销学期末试卷7（五篇）

英文版市场营销学期末试卷7（五篇）第一篇：英文版市场营销学期末试卷7Part One：please choose the best one answer for each questions(2*15=30)1.Which of the following is included in the marketing mix?a)developing productb)pricing productc)promoting productd)placing producte)all of the abovepanies selling mass consumer goods and services such as soft drinks,cosmetics, air travel, and athletic shoes and equipment spend a great deal of time trying to establish a superior brand image in markets called ________.a)business marketsb)global marketsc)consumer marketsd)nonprofit and governmental marketse)service markets3.Marketers often use the term ________ to cover various groupings ofcustomers.a)peopleb)buying powerc)demographic segmentd)social class positione)market4.Mega Computers has decided to promote its new line of computers by offeringwholesalers and retailers an additional 5 percent off list prices.This strategy isa)placeb)productc)pushd)pull5.________ is pricing a product at a lower price in a foreign market than in itshome market.a)Dumpingb)Price discountingc)Price liningd)Psychological pricing6.In response to giant retailers and category killers, entrepreneurial retailers are buildingentertainment into stores with coffee bars, lectures, demonstrations, and performances.They are marketing a(n)________ rather than a product assortment.a)b)c)d)experience customer value customer delight total service solutione)intangible benefit(s)7.The ________ concept holds that consumers and businesses, if left alone, willordinarily not buy enough of the organization’s products.a)productionb)sellingc)marketingd)product8.Bill Jones is looking for a good car at an affordable price.Car is a ________.a)shopping goodb)specialty goodc)convenience serviced)convenience good9.________on consumer behavior include family, opinion leaders, and reference groups, such as friends, co-workers, and professional associates.a)Personal influencesb)Social influencesd)Psychological influencesd)Cultural influences10.The buying process starts when the buyer recognizes a _________.a).productb)．an advertisement for the productc).a salesperson from a previous visitd).problem or need11.Variables from countries to neighborhoods that may be considered in developing a segmentation strategy are called ________variables.a)psychographicb)geographicc)product used)demographic12.As a brand manager you have decided to use the full market coverage approachin marketing to your customers.Within the full market coverage approach,you have selected a(n)________ strategy whereby your firm will operate inseveral market segments and design different products for each segment.a)Undifferentiatedb)differentiatedc)concentratedd)introverted13.________is a market research technique in which a group of people is gathered,presented with an issue, and asked to discuss it in depth.a).Surveyb).Observationc).Focus groupsd).Experimentation14.Positioning is.a).a marketing strategy that emphasizes long lasting relationships withcustomers.b)the process of dividing a market into categories of customer types.c)the study of consumer needs and wants, and the ways in which sellers canbest meet them.d)the process of collecting, storing, and retrieving data in electronic files.15.GM purchases brakes, dashboards, and other components for its vehicles from manufacturers inside and outside the U.S.In this capacity, GM is a member of themarket.a)reseller marketsb)industrialc)institutionald)governmentPart Two：False/ Truth(2*10=20)1.Consumers buy products that offer the best value when it comes to meeting their needs and wants.2.Most marketers satisfy everyone in a market—that’s how they stay in business.3.Products used by companies to produce other products are called consumergoods.4.A good pricing strategy to use in the introduction stage of the product life cycle isto charge cost-plus.5.A company may have multiple product mixes but only one product line.6.Co-branding is when two or more well-known existing brands are combined intoa joint product and/or marketed together in some fashion.7.Advertising, sales promotion, and direct marketing are all part of what is calledthe offering mix.8.Direct channels of distribution deliver products to the home of buyer.9.Value-based pricing is low price.10.A push promotional strategy is designed to appeal directly to consumers who will demand the product from retailers.Part Three： Short-Answer(20)1.Identify the five stages in the buyer decision process.(5)2.Identify the marketing goals in each stage of the product life cycle.(4)3.Explain how companies identify attractive market segments and choose amarket-targeting strategy(6).4.Describe the major strategies for pricing new products(5).Part Four：Application(15*2=30)1.Energizer is introducing a new line of batteries that providea longer life than its existing models.The brand manager for new line believes most of the promotion budget should be spent on consumer and trade promotions, but the assistant brand manager thinks the promotion mix should emphasize televisionadvertising.Who do you agree with? Please explain your answer.2.Select a retailer and calculate how much you are worth to that retailer if you continue to shop there for the rest of your life(your customer lifetime value).What factors should you consider when deriving an estimate of your lifetime value to a retailer? How can a retailer increase your lifetime value?第二篇：市场营销学期末试卷《市场营销》模拟试卷5一、单项选择题1．在市场营销实践中，希望从别人那里去得到所需资源并愿意以某种有价之物作为交换的人是()。

市场营销英文题2

市场营销英文题2Chapter 02The Dynamic Environment of International TradeTrue / False Questions1. (p. 27) The French government continues to exclude American beef from the French diet based on disputes about mad cow disease.FALSEDifficulty: EasyType: Knowledge2. (p. 27) Trade barriers are pesky hurdles to peace and prosperity.TRUEDifficulty: EasyType: Knowledge3. (p. 27) One of the most severe problems faced by international marketers today is the extremely high level of tariffs the world over.FALSEDifficulty: ModerateType: Knowledge4. (p. 28, Exhibit 2.1) With respect to total trade, the United States trades more with Mexico than any other country.FALSEDifficulty: ModerateType: Knowledge5. (p. 28) The creation of the World Trade Organization (WTO) is one of the biggest victories for free trade in decades.TRUEDifficulty: EasyType: Comprehension6. (p. 28) At no time in modern economic history have countries been more economically interdependent.TRUEDifficulty: EasyType: Comprehension7. (p. 29) One of the contributing causes of the Great Depression was the Smoot-Hawley Act (1930), which raised average U.S. tariffs on more than 20,000 imported goods to levels in excess of 60 percent.TRUEDifficulty: HardType: Knowledge8. (p. 31) For almost one hundred years (1888-1971) the U.S. had a trade deficit. Since then, the U.S. has had a trade surplus.FALSEDifficulty: HardType: Knowledge9. (p. 31, Exhibit 2.2) Following the great economic boom of the late 1990s the number of American largest corporations remained approximately level through 2007 whereas during the same period Japanese largest corporations decreased from 22 to 8 corporations.TRUEDifficulty: EasyType: Knowledge10. (p. 31, Exhibit 2.2) Following the great economic boom of the late 1990s British corporations were no longer among the world's largest corporations.Difficulty: EasyType: Knowledge11. (p. 33) A nation's balance-of-payments statement records all financial transactions between its residents and those of the rest of the world during a given period of time--usually one year. TRUEDifficulty: ModerateType: Knowledge12. (p. 33) A balance-of-payments statement includes the following: the current account, the past account, and the overdue account.FALSEDifficulty: HardType: Knowledge13. (p. 35) Nations utilize legal barriers, exchange barriers, and psychological barriers to restrain entry of unwanted goods.TRUEDifficulty: ModerateType: Knowledge14. (p. 35) As the value of the dollar declines to lower levels, American products are more expensive for foreign customers and American exports decrease; moreover, foreign products are less expensive for American customers and foreign imports increase.FALSEDifficulty: EasyType: Knowledge15. (p. 35-36) One of the justifications of protectionism is protection of cartels.Difficulty: ModerateType: Comprehension16. (p. 37) A tariff is a specific unit or dollar limit applied to a particular type of good.FALSEDifficulty: ModerateType: Knowledge17. (p. 38) If there is a limit on the number of imported television sets from Mexico, this is calleda quota.TRUEDifficulty: EasyType: Application18. (p. 38) If Germany agrees voluntarily to limit the number of automobiles exported to the United States, this would be an example of a quota.FALSEDifficulty: ModerateType: Application19. (p. 39) A government boycott is an absolute restriction against the purchase and importation of certain goods from other countries.TRUEDifficulty: EasyType: Knowledge20. (p. 38) A government can effectively regulate its international trade position by various forms of boycotts and embargoes.FALSEDifficulty: ModerateType: Comprehension21. (p. 40) If the United States requires that any imported medicine meant for humans pass FDA standards, the standard requirement would be considered to be a form of nontariff barrier to international trade.TRUEDifficulty: HardType: Application22. (p. 40-41) If a foreign producer intentionally sells their products in the United States for less than the cost of production with the purpose of undermining competition and taking control of the market, the foreign producer would be guilty of what is called warrior pricing.FALSEDifficulty: ModerateType: Application23. (p. 41) The overall purpose of the Omnibus Trade and Competitiveness Act of 1988 was to deal with trade deficits, protectionism, and overall fairness of our trading partners.TRUEDifficulty: HardType: Comprehension24. (p. 44) The GATT (General Agreement on Tariffs and Trade) was set up as a successor to the WTO (World Trade Organization).FALSEDifficulty: ModerateType: Knowledge25. (p. 42) GATT stands for Global and Territorial Trade.FALSEDifficulty: EasyType: Knowledge26. (p. 43) Since GATT's inception there have been four "rounds" of intergovernmental tariff negotiations.FALSEDifficulty: ModerateType: Knowledge27. (p. 44) The WTO (World Trade Organization) is an institution, not an agreement as was GATT.TRUEDifficulty: EasyType: Knowledge28. (p. 46) The International Monetary Fund (IMF) was created to serve as a watchdog over most international financial transactions between nations.FALSEDifficulty: ModerateType: Knowledge29. (p. 46) An International Monetary Fund device, special drawing rights (SDR), is in effect "paper gold."TRUEDifficulty: ModerateType: Knowledge30. (p. 47) Those that protest WTO meetings are generally thought to be antiglobalization in their orientation.TRUEDifficulty: EasyType: ComprehensionMultiple Choice Questions31. (p. 27) American beef continues to be excluded in thiscountry's diet based on disputes about mad cow disease.A. JapanB. MexicoC. CanadaD. United KingdomE. ChinaDifficulty: EasyType: Knowledge32. (p. 27) International work continues around the world to reduce these trade obstacles to peace and prosperity.A. Satellite and terrestial communication.B. Energy and food costs.C. Medical and drug prices.D. National debt and high exchange rates.E. Tariff and nontariff trade barriers.Difficulty: EasyType: Knowledge33. (p. 28, Exhibit 2.1) The United States has many successful trade relationships. Four of these relationships account for a tremendous volume of trade. All of the following countries are among the top four producers of trade for the U.S. EXCEPT:A. CanadaB. MexicoC. JapanD. FranceE. ChinaDifficulty: ModerateType: Knowledge34. (p. 29) For every dollar the United States invested in the economic development and rebuilding of other countries afterWorld War II, hundreds of dollars returned in the form of purchases of U.S. goods and services. The primary plan after World War II used to rebuild and reinvigorate war ravaged countries was the:A. Eisenhower PlanB. Marshall PlanC. Bradley PlanD. Roosevelt PlanE. Truman PlanDifficulty: HardType: Application35. (p. 30) With respect to international trade, MNC stands for:A. Municipal, National, and County districtsB. Multilateral and National CartelsC. Multinational CorporationsD. Military and National Control districtsE. Market Nongovernment ChannelsDifficulty: ModerateType: Knowledge36. (p. 31, Exhibit 2.2) With respect to the nationality of the world's 100 largest industrial corporations, the United States is home to the largest number of the top 100 firms. Which of the following countries is home to the second largest number of these firms?A. GermanyB. United KingdomC. FranceD. NetherlandsE. JapanDifficulty: ModerateType: Application37. (p. 31) After 1888, the United States had unparalleled growth and a favorable balance of trade until _________. After this date, the United States has a negative balance of trade.A. 1950B. 1963C. 1968D. 1971E. 1985Difficulty: HardType: Comprehension38. (p. 31, Exhibit 2.2) In 2007 this country ranked second behind the United States in number of world's largest corporations.A. NetherlandsB. JapanC. FranceD. GermanyE. South KoreaDifficulty: EasyType: Knowledge39. (p. 31) Faced with increased competition for U.S. businesses in the '80s and early '90s, questions were raised as to how to maintain the competitive strength of American business, how to avoid the domination of U.S. markets by foreign multinationals, and how to__________.A. restructure heavy industriesB. strengthen the dollarC. initiatite retalitory trade restrictionsD. forestall the buying of AmericaE. return to the gold standardDifficulty: ModerateType: Knowledge40. (p. 33) The system of accounts that records a nation's international financial transactions is called its:A. trade balance.B. national accounts system.C. EX-IM (exports-imports) account.D. balance of payments.E. exchange rate.Difficulty: ModerateType: Knowledge41. (p. 33) A nation's balance-of-payments statement records all financial transactions between:A. its member states and its primary trading partners.B. its residents and those of the rest of the world during a given period of time.C. its suppliers and receivers.D. profit and nonprofit organizations over a five-year period of time.E. its top 100 companies and the global top 100 companies.Difficulty: ModerateType: Comprehension42. (p. 34) A balance-of-payments statement includes three accounts. Two of those accounts are the current account and the capital account. What is the third account found on the balance-of-payments statement?A. investment accountB. receivables accountC. services accountD. credit accountE. reserves accountDifficulty: HardType: Comprehension43. (p. 34) Which of the following would be the balance-of-payments account that is a record of all merchandise exports, imports, and services plus unilateral transfers of funds?A. current accountB. capital accountC. credit accountD. receivables accountE. reserves accountDifficulty: HardType: Comprehension44. (p. 35) The marketing manager for Healthy Horse Products wants to export to Australia but learns the labeling requirements are quite difficult to comply with limiting imports. This is a type of:A. blockage.B. protectionism.C. trade refusal.D. stonewalling.E. boycotting.Difficulty: ModerateType: Comprehension45. (p. 35) Which of the following has been effective in reducing tariffs but not in preventing protectionism?A. GATTB. the United NationsC. the International Monetary FundD. the World CourtE. None of the aboveDifficulty: ModerateType: Comprehension46. (p. 35-36) All of the following would be considered to be reasons for adopting an attitude of protectionism with respect to world trade EXCEPT:A. to protect religious beliefs.B. protection of an infant industry.C. protection of a home market.D. the need to keep money at home.E. to encourage capital accumulation.Difficulty: HardType: Comprehension47. (p. 35) Randall Smithe-Jones believes that protectionism is the only way to save the United Kingdom from outside competitors. He has seen small business after small business go bankrupt because cheaper foreign goods have been more popular. The UK has just started a cell-phone manufacturing industry and Smithe-Jones' company is one of the first to try their hand at cell-phone manufacturing. Which of the following would probably be the argument that Smithe-Jones would use to persuade his government representatives that protectionism is still needed in the U.K.?A. Protection of an infant industryB. The need to keep money at homeC. Conservation of natural resourcesD. National defenseE. The industrialization of a low-wage nationDifficulty: ModerateType: Application48. (p. 36, Crossing Borders 2.1) Section 301 of the Omnibus Trade and Competitiveness Act authorizes the U.S. government to _____________ and ___________ against specific foreign trade barriers judged to be unfair.A. suppress, attackB. educate, substantiateC. investigate, retaliateD. market, dominateE. litigate, retaliateDifficulty: HardType: Comprehension49. (p. 37) A(n) ________ is simply a tax imposed by a government on goods entering at its borders.A. quotaB. trade penaltyC. tariffD. boycottE. embargoDifficulty: EasyType: Knowledge50. (p. 37) __________ generally do all of the following: increase inflationary pressures and special interests' privileges; decrease balance-of-payments positions; and, restrict competition.A. TariffsB. Voluntary export restraintsC. Orderly market agreementsD. Monetary barriersE. QuotasDifficulty: ModerateType: Application51. (p. 37) In general, __________ are arbitrary, discriminatory, and require constant administration and supervision.A. tariffsB. standardsC. quotasD. boycottsE. embargoesDifficulty: HardType: Comprehension52. (p. 38) A specific unit or dollar limit applied to a particular type of good is called a(n):A. tariff.B. quota.C. standard.D. embargo.E. boycott.Difficulty: EasyType: Knowledge53. (p. 37, Exhibit 2.6) All of the following would be considered to be nontariff barriers that could be erected to restrict trade EXCEPT:A. quotas.B. taxesC. packaging requirementsD. border taxes.E. embargoes.Difficulty: ModerateType: Comprehension54. (p. 37, Exhibit 2.6) Which of the following types of nontariff barriers would be considered to be "specific limitations on trade" by international marketers?A. FeesB. Export subsidiesC. Voluntary export restraintsD. EmbargoesE. Packaging, labeling, or marking standardsDifficulty: HardType: Comprehension55. (p. 37, Exhibit 2.6) Cybil Chan has been asked by her company to review a series of published nontariff barriers that is used by the Hong Kong Port Authority to control customs and administrative entry procedures. Which of the following nontariff barriers should Ms. Chan look for under the category called customs and administrative entry procedures?A. Orderly marketing agreementsB. Voluntary export restraintsC. Countervailing dutiesD. Export subsidiesE. Documentation requirementsDifficulty: ModerateType: Application56. (p. 38-39) Exporting countries sometimes agree to voluntary export restraints (VER) as an alternative to the threat of:A. expulsion.B. disorderly marketing agreements.C. stiffer quotas and tariffs.D. export subsidiesE. standardization disparitiesDifficulty: ModerateType: Application57. (p. 38-39) An agreement between the importing country and the exporting country for a restriction on the volume of exports is called a(n):A. tariff.B. standards option.C. voluntary export option (VER).D. fee.E. documentation requirement.Difficulty: EasyType: Knowledge58. (p. 39) When the United States refuses to sell goods to Iran because of the perception that the country harbors radicals and terrorists, the refusal is called a(n):A. boycott.B. embargo.C. tariff.D. orderly market agreement.E. blocked currency.Difficulty: ModerateType: Application59. (p. 39) ____________ is accomplished by refusing to allow importers to exchange its national currency for the seller's currency.A. Boycotted moneyB. Embargoed capitalC. Blocked currencyD. Anti-bankingE. Cartel dissolutionDifficulty: HardType: Knowledge60. (p. 39) The practice of ______________ is a particularly ingenious method of controlling imports as it encourages the importation of goods the government deems desirable and discourages importation of goods the government does not want.A. a differential exchange rateB. blocked currencyC. boycottD. embargoE. import price limitDifficulty: ModerateType: Comprehension61. (p. 40) The function of an exchange permit is to:A. regulate the supply of money.B. cut-off all exchange.C. require that importers gain permission to exchange an amount of local currency for foreign currency.D. protect monopolies.E. limit pornographic or harmful merchandise from the domestic market.Difficulty: ModerateType: Comprehension62. (p. 40) Tall Pine Plywood Company has just received notice that a shipment of plywood (2 metric tons) has been rejected by Japanese customs because the knotholes commonly found on a plywood sheet are too large. This would be anillustration of which of the following nontariff barriers to trade?A. quotaB. predatory pricingC. embargoD. boycottE. standardsDifficulty: EasyType: Application63. (p. 40-41) According to the information provided in the text, a new nontariff barrier that was designed to prevent foreign producers from using predatory pricing is called:A. quotas.B. fees.C. standards.D. antidumping laws.E. licenses.Difficulty: ModerateType: Comprehension64. (p. 40) _____________ is the practice whereby a foreign producer intentionally sells their products in the United States for less than the cost of production to undermine the competition and take control of the market.A. Basing point pricingB. Offensive pricingC. Defensive pricingD. Counterpoint pricingE. Predatory pricingDifficulty: ModerateType: Knowledge65. (p. 41) Which of the following trading partners hasbecome the number one "trade problem" for the United States at the beginning of the 21st century?A. the United KingdomB. JapanC. GermanyD. CanadaE. ChinaDifficulty: HardType: Knowledge66. (p. 41) Which of the following acts was designed to deal with trade deficits, protectionism, and the overall fairness of our trading partners?A. the World Trade Organization ActB. the Omnibus Trade an Competitiveness Act of 1988C. the League of Nations Act of 1920D. the Hawley-Smoot Tariff Act of 1930E. the International Monetary Fund ActDifficulty: ModerateType: Comprehension67. (p. 47) Protesters have often disagreed with the work of the WTO. Where did the first great protest against globalization and WTO policies and plans occur?A. UruguayB. ChileC. ParisD. SeattleE. BerlinDifficulty: ModerateType: Comprehension68. (p. 47) All of the following activities or organizations aredesigned to support the growth of international trade EXCEPT:A. the General Agreement on Tariffs and Trade (GATT).B. the World Trade Organization (WTO).C. the International Trade Administration (ITA).D. the World Bank GroupE. the International Money Fund (IMF).Difficulty: ModerateType: Comprehension。

英文版市场营销学期末试卷2

A、True or False(2’x10=20)1.Inter-organizational relationship is a unique phenomenon in China2.The sales of a new product is evenly distributed in different time frames.3.Developing one-to-one marketing through a CRM program might includenot pursuing all customers.4.Post-purchase satisfaction is a function of the consumer’s productexpectations and the product’s perceived performance.5.Product line extension could possibly damage the reputation of the motherbrand.6.Trust and commitment are two key components in relationship marketing7.Personal communication is a more efficient way to increase consumer’snew product awareness level than advertising8.Part of a market leader’s strategy to defend market share is to considerwhich segments to defend (even at a loss) and what segments to surrender.9.Price is a signal of product quality when consumers lack of productknowledge.10.Economical activities are embedded within social network.Answer: F, F, T, T, T, T, F, T, T, TB. Multiple Choices (3’x10=30’)1, Which of the following is NOT a way of price discrimination? Ca, two part tariffsb, quantity discountc, price skimmingd, bundling2, Which of the following characteristics does not differ the business customer from the individual consumer? CA, inelastic demandB, expertise in product knowledgeC, emotionalD, long duration3, The characteristics of services include the following components EXCEPT: A a, distinctivenessb, intangibilityc, perishabilityd, inseparability4, Which form of marketing communications is least likely to be used by retailers? Ca. Print advertising.b. Point of purchase promotions.c. Personal selling.d. Broadcast advertising.5, All of the following are part of an attractive niche EXCEPT: Da. the niche has variety-seeking consumers.b. consumers in the niche have distinct needs.c. the niche is not likely to attract heavy competition.d. the niche can specialize and therefore realize certain economies.6, 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 __________.Ba. benefits segmentationb. geoclusteringc. demographic segmentationd. behavioral segmentation7, Best Buy will often try to sell a buyer of a high-end television monitor an extended warranty. This is an example of selling a __________. Ba. pure tangible goodb. tangible good with accompanying servicesc. hybridd. pure service8, What are the two solutions to unprofitable customers? Da. Lower fees; reduce service.b. Lower fees; increase service.c. Raise fees; increase service.d. Raise fees; reduce service.9, According to the work of Frederick Herzberg _______________. Ca. a person moves from stated instrumental motivation to terminal onesb. people are driven by particular needs at particular timesc. polite store clerks will not necessarily be a satisfier for a consumer, but impolite ones would be a dissatisfierd. a bottle of Estee Lauder perfume arouses a different set of motives in consumers than an Avon perfume10, Which of the following is NOT a benefit of brand loyalty? Da. Loyalty provides predictability.b. Loyalty allows for company security of demand.c. Loyalty can translate into consumer willingness to pay a higher price.d. Loyalty is easily matched by competitors.C. Short Essay Questions (15’+15’=30’)1, An automobile manufacturer would like to introduce a new model with extremely powerful engine. It would like to market this new model to one of the 3 target consumer groups. They randomly sample research the female consumers and get the following results of cluster analysis. The leftmost column represents the product attributes. And the entries under the labels of cluster 1, cluster 2 and cluster 3 represent the mean values of importance of attributes to each group of consumers. Cluster CentersCluster 1 Cluster 2 Cluster 3SPEEDY 5.48 5.40 5.34COMFORT 3.68 6.50 3.16SAFETY 5.86 4.30 4.32EASY TO CONTROL 2.38 3.50 4.28ROOMY 2.08 4.30 2.98FASHION 6.58 5.60 4.70ECONOMIC 2.90 4.50 4.16Moreover, some of the demographic profiles of the three consumer groups are provided as follows:Cluster 1 Cluster 2 Cluster 3Age 27 35 55Monthly Income 8000 15000 55000.2 0.7 0.8Likelihood of getting productinformation from TVLikelihood of getting product0.5 0.5 0.2information from newspaper0.8 0.4 0.6Likelihood of getting productinformation from friendsLikelihood of being a manager 0.1 0.6 0.4Likelihood of being a professional 0.6 0.2 0.2Likelihood of being a blue collars 0.2 0.2 0.4Questions:a, Please identify which group of consumers the manufacturer should target? And explain why? (5’)cluster1. powerful engine can provide speedy cars that cluster 1 consumers need mostb, Please identify which method should the manufacturer communicate with the target consumers? And why? (5’)cluster 1 most likely get information from friends.c, Please specify the pricing strategy the manufacturer should use to market this product. (5’)high price as they care less of economy of automobiles. Relatively high income2, Happy Days seafood restaurant in Sanya of Hainan Province has just been boughtby 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. (15’)•Reliability: keep consistently high quality•Assurance•Tangibles: some tangible goods•Empathy, think in customer’s way•Responsiveness: arrange helpers to respond to customer’s needD. Long Essay Questions (20’)China Premium League Football Match is a popular TV program in China. Please choose to answer 1 out of 2 questions as below.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?Answer keys: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.Answer keys: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.。

1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。