国际市场营销英文试题

1、一、单选题，每题只有一个选项正确（共30分，每小题2分） 1. The purpose of international marketing is for the ( ) benefit. A. national B. regional C. companys D. consumers2. According to Maslows theory, people will pursuit the ( ) need after satisfying the physiological need.A. belonging B. safety C. esteem D. self-actualizati

2、on3. Which of the following statements is not true when describing the role of and the effect of international marketing on companies? A. International markets can become a source of growth.B. International markets can simplify the process and eliminate complex business decisions.C. International ma

3、rkets can produce a quality of life that would not have existed.D. International markets can become a source of profit.4. Which of the following descriptions provides the best definition of the “marketing mix”?A. The way products are arranged in a retail store to maximize salesB. The way products ar

4、e priced and packagedC. The way a business combines the main marketing elements to sell products that meet the needs and wants of customersD. The way a business distributes its products through retailers and wholesalers5. Goods which are bought and used by individuals and households are known as ( )

5、.A. brands B. consumer goods C. retail products D. industrial goods6. In regards to foreign direct investment, the market entry strategy that involves the most risk and the most control is ( ). A. contract manufacturing B. franchising C. sales office D. greenfield7. The critical point of market segm

6、entation is the ( ) of consumers demand and consumption behavior.A. differentiation B. similarity C. stability D. development8. Market research data that explores the attitudes and opinions of customers is known as ( ). A. quantitative research B. focus group data C. qualitative research D. opinion

7、polling9. The particular market segment at which a business aims its products in known as the ( ).A. target market B. main market C. market leader D. unique selling point10. For the small-medium corporations with limited resources, the appropriate strategy to enter the new market is ( ).A. concentra

8、ted marketing B. differentiated marketingC. integrated Marketing D. undifferentiated marketing11. Different strategies are suitable for different companies depending on their particular situation.This is articulated by the “EPRG Framework”. What are the four options of the EPRG Framework?A. Ethno Po

9、licies, Private Polies, Racial Policies, GeographyB. Ethnocentrism, Polycentrism, Regiocentrism, GeocentrismC. Energy, Privacy, Real-World, GiggityD. Ethnocentrism, Polycentrism, Racialism, Governmental12.The correct steps of consumer buying process are ( ).A. need recognition-information search-eva

10、luation of alternatives-purchase decision-post purchasing behaviorB. need recognition-evaluation of alternatives-information search-purchase decision-post purchasing behaviorC. information search-evaluation of alternatives-need recognition-purchase decision-post purchasing behaviorD. purchase decisi

11、on-need recognition-evaluation of alternatives-information search-post purchasing behavior13. Which of the following methods of market research is not an example of “primary research”? A. Questionnaires B. A companys own sales statistics and recordsC. Test marketing D. Consumer panels14. Which of th

12、e following is true with respect to the importance of culture to an international marketer? A. The successful marketer should avoid cultural influences in his marketing campaign.B. Using attractive colors for the packaging of a product is more important than ensuring cultural acceptability.C. Cultur

13、e is pervasive in all marketing activities and the marketers efforts are a part of the fabric of culture.D. Pricing and promotion of a product are free of the influence of culture.15. Which of the following is a political cause for instability in international markets?A. Varied taxing conventions B.

14、 Differences in philosophical ideologiesC. Global focus D. Animosity toward specific countries二、多选，每题有两个或两个以上选项符合题意。（共15分，每小题3分） 1. In the following, which indicated the characteristic of High-income countries according to the World Banks standard?A. High birth rates and low literacy ratesB. Innovat

15、ive local companies can become formidable competitors and help contribute to the nations rapid, export-driven economic growth.C. They have a major competitive advantage in mature, standardized, labor-intensive industries.D. They are also known as advanced developed, industrialized, or postindustrial

16、 countries.E. Intellectual technology is more important than machine technology.2. Which statement explains the features of polycentric orientation?A. Fully decentralized, minimal coordination with headquarters.B. International markets are secondary, regarded primarily as outlets for surplus domesti

17、c production.C. Focuses on the importance and uniqueness of each international market.D. Marketing strategies aimed at market segments, rather than geographic locations.E. Marketing strategies are specific to each country.3. The primary activities of value chain include ( ).A. inbound logistics B. m

18、arketing and sales C. human resource D. opetations E. technology development4. According to the variable of usage rates, consumers can be categorized of ( ).A. heavy users B. potential users C. medium users D. non-users E. regular users5. Joint venture is attractive for several reasons of ( ).A. lim

19、ited market control B. sharing or risk C. achieving the synergy by combining different value chain strengthsD. sharing the rewards E. learning about a new market environment三、判断，对的打T，错的打F。（共10分，每小题2分） ( )1.One big motivator动力,激励因素 for a company to begin international marketing of products is slumpin

20、g 暴跌,衰退domestic sales.( )2. The ethnocentric company is decentralized in its marketing management, while the polycentric company is centralized.( )3. Personal source is the primary sources of market information for the headquarters executives of global companies.( )4. Differentiated global marketing

21、, also known multisegment targeting, represents a more ambitious approach than concentrated target marketing.( )5. Joint venture is always the favorable way to enter the foreign market.四、简答题。（共24分） 1. Give an example to illustrate the modern marketing concept.（7分）2. Explain the difference between fr

22、anchising, licensing, and foreign investment, in terms of ownership, control, and risk.（10分）3. Are the same buying motives effective worldwide? （7分）五、案例分析题。（共21分）Worldwide, the global youth consumer segment presents an important opportunity for U.S. corporations to leverage their investment. The glo

23、bal youth segment has purchasing power of more than100 billion; in the United States, only 21 percent of the population is aged 14 or younger, but in many other countries, especially in Asia, the youth market far outnumbers(v.数目超过,比多) that of the United Statesfor example, in India, 35 percent of the

24、 population are younger than 14. There are emerging similarities in youth culture across the globe. For example, technology is a major focus of the youth market. And brands and styles preferred by young people around the world are surprisingly alike: The more exposure they have to common information

25、through the Internet, for instance-the more homogeneous young people appear to become. Global youth purchase products such as Levis and Diesel jeans, Nike shoes, and Ralph Lauren clothing. They see newly released motives, listen to popular musicians, go to discos, and are interested in music in gene

26、ral. Marketers find this segment particularly attractive: Coca-Cola has successfully targeted global teenagers(n.青少年,13-19岁) and preteens(n.青春期前的孩子) with messages that use local and international celebrity endorsers(名人代言人); Nike is continually producing new designs for them.Coca-Cola is presently ta

27、rgeting the youth segment worldwide with a major global interactive(adj.相互作用的) marketing initiative(adj.主动的,自发的) called iCoke, aimed at reconnecting with young people through digital music and mobile and branded entertainment. It launched(v.开始,发射,开办) its iCoke Web sites worldwide, starting with Chin

28、a, Canada, and the United Kingdom, followed by t he rest of the world. It offered on-pack(绑赠) promotions aimed at driving customers to the iCoke Web sites. It also partnered with mobile music company Shazam Entertainment for a joint ringtones(铃声) and downloads promotion across 275 million Coke and D

29、iet Coke cans.QUESTIONS1. Please judge the segmentation variable in the case. How to adopt the effective market segmentation? (6分)2. Try to illustrate the characteristics of global teenagers mentioned in the case. (5分)3. Which kind of position does Coca-Cola use for the product of iCoke?( Please ide

30、ntify from the method of Global, foreign and Local consumer culture positioning.) What kind of benefits could this positioning bring? Except for iCoke, could you take other examples for this positioning? (10分)参考答案 一、单选题，每题只有一个选项正确（共30分，每小题2分12345678DCBCBDAC9101112131415AABABCD二、多选，每题有两个或两个以上选项符合题意。（

31、共15分，每小题3分）12345DEACEABDACDBCE三、判断，对的打T，错的打F。（共10分，每小题2分）12345TFTTF四、简答题。（共30分） 1. Give an example to illustrate the modern marketing concept.（7分）Answer: (1) the characteristics of modern marketing concept(4分); (2) the example (3分)2.Why does the company plan its international expansion? （6分）Answer:

32、The domestic market is saturated and fierce competition, the lucrative foreign market, the regional integration, the PLC of technology or product, economy of scale.(4分) For Chinese companies, obtaining advanced technology and management skills.(2分)3. Explain the difference between franchising, licensing, and foreign investment, in terms of ownership, control, and risk.（10分