全球营销管理复习资料13663247.doc

I. 单项选择1.United States, Switzerland, Germany are good example of p71A. High-context culture B. Basic culture C. Universal culture D. Low-context culture2. Which market entry strategy involves highest risk?p240A. Export出口 B. Joint venture合资公司C. Licensing 许可证 D. Wholly owned subsidiaries全资子公司3. Which of the following is NOT the method used for analyzing research data? p182A. Scanning 扫描 B. Income elasticity measurements 收入弹性的测量C. Market estimation by analogy 通过类比市场估计 D. Demand pattern analysis需求分析4. Which of the following is the criteria准则 for global market segmentation细分? p192A. Geographic segmentation 地理 B. Demographic segmentation 人口C. Psychographic segmentation 心理 D. All of the above5. Code law is p97A. Based on written norms 标准 (codices), supplemented by judicial decisions.司法裁决B. Rests on tradition and precedence stemming from past jurisdiction. C. Is decision-making authority.权力D. Supreme and independent political authority.6. Which of the following is NOT the strategy for positioning products?A. Positioning by productB. Positioning by quality C. Positioning by use/userD. Positioning by attribute or benefit7. Which of the following is not one of the environmental influences on pricing decisions? P359A. Currency fluctuations货币波动 B. Government control and subsidies政府管制和补贴C. Competitive behavior竞争行为 D. penetration pricing渗透定价法8. Japan, Saudi Arabia are good example of p71A. High-context culture B. Basic culture C. Universal culture D. Low-context culture9. Which of he following products use high-tech positioning more effectively?高新技术A. FlowersB. Fragrances香水C. Fashion 时装D. Personal computer10. Which of the following is NOT the option a company can use to distribute industrial goods?A. Manufacturers sales forces制造商 B. Wholesaler 批发商C. Distributor 批发公司 D. Franchise operations 经销商 p39611. Which of following is NOT the market expansion strategies?p254A. Countries focus B. Product focusC. Narrow focus D. Country diversification12. Which of the following is NOT the tools used to collect primary market data?p179A. Survey research B. InterviewsC. Focus group D. Search on-line databases 13. Which of the following is not a global pricing strategy? p364A. competitive pricing竞争价格 B. Market skimming撇脂定价C. Penetration pricing渗透定价 D. Market holding市场维持14. Common law is p97A. Based on written norms (codices), supplemented by judicial decisions.B. Rests on tradition and precedence stemming from past jurisdiction. 建立在传统和来自过去的管辖权优先C. Is decision-making authority. D. Supreme and independent political authority.15. Which of the following is NOT a strategy for positioning products?p339A. Positioning by use/user B. Positioning by quality C. Positioning by attribute or benefit D. Positioning by product16. Which of the following is a criteria for global market segmentation?A. Geographic segmentation B. Demographic segmentation C. Psychographic segmentation D. All of the above17. Which market entry strategy involves highest risk?A. Export B. Joint venture合资公司C Licensing 许可证 D. Wholly owned subsidiaries全资子公司18. There are three basic categories of target marketing strategies, which of the following is NOT one of them P201A. Concentrated global marketing 集中性 B. Standardized global marketing无差异C. Differentiated global marketing 差异化营销 D. Skimming price marketing撇脂定价19. Adopter categories are classification of individuals within a market on the basis of their innovativeness. _ are the most influential people in their communities, even more than the innovators. P161A. LaggardsB. Early majority C. Late majority D. Early adoptersII. 判断题1. A lower level of political risk tends to attract higher investments. T2. Products can be classified into consumer and industrial goods.T3. Command 控制分配Allocation Economic Systems Relies upon consumers to allocate resources. Fp344. Consumer goods are usually more sensitive to cultural diversity than industrial goods. T p3935. Segmentation is the process of dividing the world market into distinct subsets of customers that have similar needs. Tp192 6. Gray market goods are trademarked products that are exported from one country to another where they are sold by unauthorized persons or organizations. T P3687. Primary Data is from sources that already exist - they have not been gathered for the specific research project.F P1798. Cost-based transfer pricing is derived from the price required to be competitive in the international market. FP373market-based transfer pricing9. Demographic segmentation focus on whether & how much people buy or use a product. FP19310. Market Allocation Economic Systems decides which products to make.F P33Command allocation Economic Systems11. For high context culture, words carry most of the information in communication. Fp7112. Ethnocentric 种族主义views each host country is unique; sees differences in foreign countries. FP1213. National products are offered in a portion of a national market. FP332Local products 14. Gray market goods are trademarked products that are exported form one country to another where they are sold by unauthorized persons or organizations. T P36915. Distribution channel can not be a source of competitive advantage. F 16. Consumer goods are usually more sensitive to cultural diversity than industrial goods. TP39617. Inadequate 不充足的international marketing research can cause代价高的costly mistakes. T18. Global marketing activit