国际市场营销复习题.doc

国际市场营销复习题一、单项选择题1. The international planning process is conducted as the follows:(1) Marketing plan development;(2) Preliminary analysis and screening; (3) Matching mix requirement;(4) Implementation, evaluation, and controlA. (1)-(2)-(3)-(4);B. (1)-(3)-(2)-(4);C. (2)-(1)-(3)-(4);D. (1)-(4)-(3)-(2);2. Which of the following methods is the greatest control and the greatest risk of all the foreign market-entry strategies?A. Direct salesB. Strategic alliancesC. ExporterD. Joint Ventures3. International _ is essentially long term, incorporating generalized goals for the enterprise as a whole.A. strategic planningB. corporate planningC. tactical planningD. market planning4. Quality can be defined on two dimensions: market-perceived quality and performance quality. Both are important concepts, but consumer perception of a quality product often has more to do with market-perceived quality than performance quality.A. TrueB. False5. The core component consists of the followings EXCEPT_.A. trademarkB. product platformC. design featuresD. functional features6. Many consumer services are distinguished by _.A. Intangibility and inseparabilityB. heterogeneity and perishabilityC. Both A and BD. Neither A or B7. PEST in the marketing environment analysis refers to _.A. People, Economy, Society and TechnologyB. Political, Economic, Social and Cultural issues and Technology C. People, Economy, Society and Treatment D. Political, Economic, Scientific issues and Technology8. The data that are available are called _.A. Primary dataB. secondary dataC. tertiary dataD. elementary data9. In quantitative research, usually a large number of respondents are asked to reply either verbally or in writing to structured questions using a specific response format or to select a respo9nse from a set of choices.A. TrueB. false10. Home-Country Middlemen include_.A. Foreign Country BrokersB. Import JobbersC. Both A and BD. Neither A nor B11. The motivation of middlemen in the international marketing includes_.A. cost, capitals, control, coverage, character and continuityB. Financial rewards, psychological rewards, communications, company support, and corporate rapportC. Financial rewards, psychological rewards, coverage, company support, and corporate rapportD. communications, company support, and corporate rapport, coverage, character and continuity12. Some general distribution patterns that are similar globally include:A Product Line Breadth B. Nonexistent Channels C Blocked ChannelsD. All of them13. Some of the more important foreign-country middlemen, who find markets for foreign manufacturers include:A. Foreign-Country Brokers B. Managing Agents and CompradorsC. Both of themD. None of them14. When using the internet for distribution purposes, the following factors should be considered_.A. PriceB. advertiseC. None of themD. All of them15. The Marketing and Sales Personnel can be recruited from _.A. expatriatesB. local nationalsC. third-country nationalsD. All of them16. Performance-based incentives have been found to be less effective in Easter European countries than in the United States.A. TrueB. False17. People with cultural skills should be able to_.A. display empathy B. display ambiguity C. practice the SRCD. remain judgmental18. In general, price decisions are viewed in the following ways:A. Pricing as an active instrument of accomplishing marketing objectivesB. Pricing as a static element in a business decisionC. Both of themD. Neither of them19. _ are often set on a cost-plus basis, i.e., total costs plus a profit margin.A. Penetration PricingB. Full-Cost PricingC. Variable-Cost PricingD. Skimming Pricing20._ is the direct exchange of goods between two parties in a transactionA. BarterB. Compensation dealsC. Counter-purchaseD. Buy-back18. The international planning process is conducted as the follows:(5) Matching mix requirement;(6) Marketing plan development;(7) Preliminary analysis and screening; (8) Implementation, evaluation, and controlA. (1)-(2)-(3)-(4);B. (3)-( 2)-(1)-(4);C. (2)-(1)-(3)-(4);D. (1)-(4)-(3)-(2);19. Which of the following methods is the greatest control and the greatest risk of all the foreign market-entry strategies?A. ImportB. DistributorC. Licensing and franchisingD. Direct foreign investment20. _ is conducted at the highest levels of management and eals with products, capital, and research, and long- and short-term goals of the company.A. Strategic planningB. Corporate planningC. Tactical planningD. Market planning21. Quality can be defined on two dimensions: market-perceived quality and performance quality. Both are important concepts, but often performance quality has more to do with market-perceived quality than consumer perception of a quality product. B. TrueB. False22. The packaging component consists of the followings EXCEPT_.A. trademarkB. warrantyC. brand nameD. styling23. Many consumer services are distinguished by _.B. Intangibility and heterogeneityB. inseparability and perishabilityC. Both A and BD. Neither A or B24. STP in the marketing strategies refers to _.A. Segmentation, Targeting and PositioningB. Separation, Target and PositionC. Sales, Target and PurchaseD. Segmentation, Targeting and Purchase25. The data that are collected for particular projects are called _.B. Primary dataB. secondary dataC. tertiary dataD. elementary data26. In qualitative research, if questions are asked they are almost always open-ended or in-depth, and unstructured responses that reflect the persons thoughts and feelings on the subject are sought.A. TrueB. False27. Home-Country Middlemen include_.A. Manufacturers Export AgentB. Export JobbersC. Both A and BD. Neither A nor B28. The six Cs of channel strategy includes_.E. cost, capitals, control, coverage, character and continuityF. cooperation, corporation, consumer, communication, convenience, and costG. consumer, communication, convenience, and cost, coverage, and corporationH. communications, company support, and corporate rapport, coverage, character and continuity29. Distribution in_ has long been considered the most effective non-tariff barrier to the Japanese market A. U.S.B. U.K.C. FranceD. Japan30. Some of the more important foreign-country middlemen, who find markets for foreign manufacturers include_B. Home-Country Brokers B. Munufactury- Agents and CompradorsC. Both of themD. None of them31. When using the internet for distribution purposes, the following factors should be considered_.A. PriceB. advertiseC. PromotionD. All of them32. Sales and marketing executives can be recruited via _.A. newspaperB. employment agenciesC. executive search firmsD. all of them33. Compensation in the United States typically involve a greater emphasis on base pay than in Eastern European countries. A. TrueB. False34. People with cultural skills should be able to_A. put up ambiguity B. laugh at thingsC. Criticize the SRCD. convey a negative regard35. Which of the followings is NOT true concerning about the controlling price?A. The more control a company has over the final selling price of a product, the better it is able to achieve its marketing goalsB. It is not always possible to control end pricesC. Broader product lines and the larger the number of countries involved, the more complex the process of controlling prices charged to the end user.D. It is always possible to control end prices.36. _ is used to stimulate market growth and capture market share by deliberately offering products at low pricesA. Penetration PricingB. Full-Cost PricingC. Variable-Cost PricingD. Skimming Pricing37._ is the payment in goods and in cash.A. BarterB. Compensation dealsC. Counter-purchaseD. Buy-back38、The international planning process is conducted as the follows:(9) Preliminary analysis and screening;(10) Marketing plan development;(11) Matching mix requirement;(12) Implementation, evaluation, and controlA. (1)-(2)-(3)-(4);B. (1)-(3)-(2)-(4);C. (2)-(1)-(3)-(4);D. (1)-(4)-(3)-(2);39、Which of the following methods is the greatest control and the greatest risk of all the foreign market-entry strategies?A. DirectB. Strategic alliancesC. InternetD. Distributor40、_ pertains to specific actions and to the allocation of resources used to implement strategic planning goals in specific market.A. Strategic planningB. Corporate planningC. Tactical planningD. Global planning41、Quality can be defined on two dimensions: market-perceived quality and performance quality. The former is more important than the later. So consumer perception of a quality product often has more to do with market-perceived quality than performance quality.C. TrueB. False42、The support service component consists of the followings EXCEPT_.A. installationB. warrantyC. product platformD. deliveries43、Many consumer services are distinguished by _.A. perishability and inseparabilityB. heterogeneity and intangibilityC. Both A and BD. Neither A or B44、4Ps in the traditional marketing mix refers to _A. People, Price, Promotion and PlaceB. Product, Price, production and promotionC. Product, People, Price and PlaceD. Product, Price, Promotion and Place45、In _ the questionnaire is translated from one language to another, and then a second party translates it back into the original.A. direct translationB. cultural translationC. parallel translationD. back translation 46、In quantitative research, if questions are asked they are almost always open-ended or in-depth, and unstructured responses that reflect the persons thoughts and feelings on the subject are sought.B. TrueB. False47、Foreign-Country Middlemen include_.A. Foreign Sales CorporationB. Export MerchantsC. Both A and BD. Neither A nor B48、Channel control is maintained through the following elements EXCEPT_.A. inventory financingB. business philosophyC. cumulative rebatesC. merchandise returns49、_ market structure is dominated by many small middlemen dealing with many small retailershigh density of middlemen.A. U.S.B. U.K.C. JapaneseD. French50、Frequently used types of domestic intermediaries include_.A. Home-Country Brokers B. Manufacturers Export AgentC. Both of themD. None of them51、When using the internet for distribution purposes, the following factors should be considered_.A. CultureB. DeliveryC. PromotionD. All of them52、To select personnel for international marketing positions effectively, management must choose individuals who have _.A. MaturityB. FlexibilityC. Breadth of KnowledgeD. All of them53、Individual incentives that work effectively in the United States can fail in other cultures.A. TrueB. False54、A successful expatriate repatriation involves the following EXCEPT_.A. creating a mentor programB. offering an oral job guarantee C. keeping in touch with himD. offering a written job guarantee55. The possibility of a parallel market occurs whenever _between two markets.A. price differences are greater than the cost of transportationB. the cost of transportation is greater than price differences.C. price differences are less than the cost of transportation.D. price differences are the same as the cost of transportation.56._ is used to reach a segment of the market that is relatively price insensitive and thus willing to pay a premium price for a product.A. Penetration PricingB. Full-Cost PricingC. Variable-Cost PricingD. Skimming Pricing57. _ is made when the seller agrees to accept as partial payment a certain portion of the output that are produced from the plant or machinery that are sold to the buyer.A. BarterB. Compensation dealsC. Counter-purchaseD. Buy-back二、名词解释1. back translation 2. Joint venture 3. Green marketing4. Separation allowances 5. skimming 6. Parallel Translation7. Franchising 8. global brand 9. Sales promotions 10. exclusive distribution 11. Expert opinion 12. Licensing 13. Dealers14. Integrated marketing communication 15.transfer pricing三、简答题1、What special media problems confront the international advertiser?2What is sales promotion and how is it used in international marketing?3Under which circumstances should expatriate salespeople be utilized?4What are the causes of price escalation?5Discuss the characteristics of an innovation that can account for different diffusion rates.6、Define the country-of-origin effect and give an example.7、What are the key variables that affect the marketers choice of distribution channel?8、Discuss the problems of gathering secondary data in foreign markets.9、What is the job of public relations?10、How can price escalation be counteracted?四、论述题1、Discuss the breadth and scope of international marketing research. Why is international marketing research generally broader in scope than domestic marketing research?2、Compare the organizational implications of joint ventures versus licensing.3、Explain the concept and effect of price escalation.4、What are the three major components of a product? Discuss their importance to product adaptation.5、Discuss the causes of and solutions for parallel imports.五、案例分析国内运动服饰市场，Nike和Adidas占有最大的领导优势，本土品牌如Lining和Anta等，虽然销售增长快速，但要在主流市场和品牌上挑战前两大巨头，还有很长路要走。不过近两年，一些国外的二三线品牌在中国做得风声水起，它们大多具有很强的设计/时尚感，定价较高（溢价能力强），而在一二线市场增长非常快速，其中最耀眼的当属Kappa这个意大利品牌。 北京动向体育用品公司于2002年正式将Kappa品牌引进中国市场。 最初并不成功。作为事实上的国际二线运动品牌，正式涉足中国市场的Kappa一来到中国就遇到难题：产品定位不准：在2002年和2003年，北京动向主要引入Kappa的专业运动系列产品。把自己的产品全线定位在专业体育领域范畴。然而， Kappa很快发现自己深陷“红海”：“高端专业体育品牌”的定位，意味着一上来就与耐克、阿迪达斯等顶级专业运动品牌“硬碰硬”的较量。果然，Kappa尝到了失败的滋味。在专业领域，耐克和阿迪达斯赞助一个项目的钱款可能抵的上Kappa几乎全年的市场费用，在这种情况下跟对手去硬拼只有死路一条。对手太强大了，在纯粹体育的这一块，对手先入优势、超级细分的产品线和巨大的品牌号召力，任何一点都足以让Kappa败下阵来。用Kappa中国CEO秦大中的话来说就是“Kappa在错误的时间错误的地点打了一场不对称的战争”。水土不服：出于对意大利先进设计思想的信任，Kappa来到中国之初，将其服装、鞋等系列产品原汁原味地搬到中国来。没想到的是，完全欧式、没有适当注入中国本土流行元素的体育服饰，并没有获得中国消费者的认可。2002年销售额仅为1000多万，2003年销售为4800多万。区区几千万的销售额，根本无法维系北京动向当时的200多个专卖店的渠道成本。 2004年，在一次Kappa全球会议上，秦大中突然发现Kappa原来还有另外一条线，这条被Kappa忽略了时尚产品线，强调的是生活化，采用紧身时尚活力运动的设计风格，运动和休闲很好地被结合起来，设计师把体育的精神融汇在里面，但它又不是纯粹专业的体育用品，它们更像出现在T台上时装。秦大中开始真正意识到原来是Kappa品牌定位和产品定位的症结所在。因为纯粹的体育产品所对应的消费人群是真正时时刻刻都在运动的人，人数少得可怜，而更多的人喜欢运动是喜欢运动精神和身穿运动装备所带来的愉悦。而时尚化的运动品牌在那时候很没有特别明显的竞争对手（Nike / Adidas在Lifestyle的产品比例还远远不如现在），反而Kappa的时尚形，让它在运动用品的卖场中脱颖而出，与Nike / Adidas黑、白、灰为主色调迥异的夸张出位设计和颜色搭配，更加符合这个意大利品牌的血统；而偏瘦的版型让购买者都成为了品牌代言人。与其他运动服饰以尼龙为主要面料不同，Kappa的服装多采用纯棉面料，更加适合日常穿着。调整方向后，Kappa在国内市场取得了巨大成功。销售额迅猛增长，从2005年的2.6亿，迅猛增长到2006的10亿，一年翻了近四倍。利润率甚至超过了80。Kappa专卖店也由2003年的150多家提高到现在的1500多家。“Kappa的诸多特点，使得我们在提供专业服务的同时，还能充分展现运动员的运动之美。更为重要的是，运动与时尚的融合是当今体育用品领域发展的一个重要趋势，以时尚的形式诠释运动的精神，这一点正是Kappa与生俱来的优势。”秦大中说。对很多消费者来说，Kappa最吸引他们的，恐怕还是那巨大醒目而张扬的一对背靠背年轻人的品牌LOGO。请就Kappa在中国的产品策略（定位、差异化）分析其成功的原因。（20分）2、三星奥运营销全面开花随着北京2008年奥运会的临近，奥运经济热日渐升温，作为奥运营销的成功典范，三星的表现值得欲在国际市场大显身手的中国企业学习和借鉴。 在过去的20年里，三星一直在为奥运会、亚运会等世界范围内的体育盛会提供赞助。从1988年以地区性赞助商身份参与首尔奥运会，到1998年日本长野冬奥会上的全球合作伙伴身份，再到2000年的悉尼奥运会、2002年盐湖城冬季奥运会、2004年雅典奥运会、2006年的都灵冬季奥运会以及即将到来的2008年北京奥运会，三星的奥运营销一直在延续。 除了奥运会主阵地外，近几年来，三星还持续赞助了悉尼、雅典以及都灵冬奥会的火炬传递活动，并在全球开展火炬手的选拔。在2006年都灵冬奥会火炬接力中，深受我国公众喜爱的舞蹈艺术家邰丽华、素有“冰上蝴蝶”之称的陈露等体育明星以及全国各地选拔出来的数十名优秀选手，作为三星电子中国区火炬手参加了冬奥圣火的传递。 三星在各项赛事的赞助中都致力于将奥运精神延伸到对普通人生活心态、价值观念等方面。这也是三星在奥运营销领域提出“人文”概念的深层次动因。在三星的奥运价值观中，奥林匹克更被理解为一种生活哲学和生活方式，是一种展示人生价值、树立榜样力量、激励普通人向理想追求的价值观。基于多年来对奥林匹克运动的深刻理解，三星充分挖掘奥运资源和奥运赞助商权益，