市场营销专业英语试题期末测试三

1、市场营销专业英语试题期末测试三市场营销专业英语试题期末测试三市场营销专业英语试题期末测试三I. Put the following from Chinese into English or vice versa. (每小题1分，共20分） 1 母国 2. 政府没收3 跨国公司 4. 市场开发5 特许经营 6. 营销组合7 关税同盟 8. 标准化9 原产国 10. 竞争优势11hedging 12. secondary data13. non-tariff barriers 14. IPLC15. foreign- related enterprise 16. global sourcing17

2、.penertration pricing 18. business units19. segmentation 20. strategic alliance. Make brief explanations of the following terms in English. (每小题3分，共15分) dumpingethnocentric orientationOEMeconomic uniondirect selling channel. Answer the following questions in English :（每小题5分，共20分）What is meant by glo

3、bal localization? Is Coca-Cola a global product? Explain.What is licensing? Why do firms sometimes choose it as a means of entering a foreign market?3. What are the characteristics of a good international brand name?4. Define leverage, explain the different types of leverage utilized by companies wi

4、th global operations.Minicases: （每小题10分,共20分）Compared to Americans, are Asians: (1) more group-oriented, (b) more family-oriented, and (c) more concerned with social status? How might such orientations affect the way Americans market their products to Asian consumers? Give examples to demonstrate yo

5、ur opinions.Many consumers consider direct mail as junk mail, a term that is offensive to the direct marketing industry. What is your assessment of the future of direct mail overseas?.Open question （共25分）As a researcher, you have just been asked to do marketing research in order to make recommendati

6、ons on how to market coffee in a number of Asian, European, and South American countries. What questions do you need to ask in order to understand the varying buying motives, consumption habits, and uses of this particular product?参考答案：I. Put the following from Chinese into English or vice versa. (每

7、小题1分，共20分） 1. home country 2 confiscation3. global company or transnational company 4. market development5. franchising 6. marketing mix7. custom union 8. standardization9. country of origin petitive advantage11.套期保值 12. 二手资料13非关税壁垒 14 国际产品生命周期15外企 16 全球采购 17渗透价格 18 业务单元19市场细分 20 战略联盟. Make brief ex

8、planations of the following terms in English. (每小题3分，共15分) 1. .Dumping is defined as the practice of selling a product abroad at a price below the cost of production, (2分)or below its normal price in the domestic market.(1分)2. Opportunities outside the home market are pursued by extending various el

9、ements of the marketing mix. (2分)Home country is superior. The management sees similarities in foreign countries. The products that succeed in the home country are superior, so can be sold everywhere without adaptation.(1分)3. OEM is known as contract manufacturing. Its full name is original equipmen

10、t manufacturing.(1分) Under an OEM agreement, the MNE provides the know-how and sometimes equipment to a supplier that must provide the product according to the standards of authorized technology.(2分) 4. The full evolution of an economic union would involve the creation of a unified central bank,（1分）

11、 the use of a single currency, （1分）and common policies on agriculture, social services and welfare, regional development, transport, taxation, competition and mergers, construction and building, and so on. （1分） 5. Direct selling is employed when a manufacturer develops an overseas channel so that it

12、 deals directly with a foreign party without going through an intermediary in the home country.(3分). Answer the following questions in English :（每小题5分，共20分）1. Products and marketing activities are standardized wherever possible(1分), but adapted where necessary within a uniform format to meet local n

13、eeds.（2分）Yes, it is. （2分）2. Under an international licensing contract, a licensor grants a foreign licensee the rights to use the licensors intangible asset such as its patent, trade mark, or know-how. In exchange, the licensee will pay a fee or royalty.(3分) Licensing will cost little for the licens

14、or,（1分） and it can generate immediate return without new investment.（1分）3. An international brand name should reflect the desired product image. It should be unique or distinctive while rendering itself to graphic design possibilities. Special attention must be given to pronunciation, making sure th

15、at the languages have the brands alphabets. Furthermore, the name must be capable of gaining registration and protection. 4. Leverage is some type of advantage that a company enjoys by virtue of the fact that it conducts business in more than one country.(1分) Experience transfers, scale economies, r

16、esource utilization, global strategy. It can draw on management practices, strategies, products, advertising appeals, or sales or promotional ideas that have been tested in actual markets and apply them in other comparable markets. (1分)The global company can take advantage of its greater manufacturi

17、ng volume to obtain traditional scale advantages within a single factory.(1分) A major strength of the global company is its ability to scan the entire world to identify people, money, and raw materials that will enable it to compete most effectively in world market.(1分) A global strategy is built on

18、 an information system that scans the world business environment to identify opportunities, trends, threats, and resources.(1分).Minicases: （每小题10分,共20分）1. Compared to Americans, Asians are more group- oriented, more family-oriented, and more status-oriented. As such, a marketer of an American produc

19、t needs to be careful in utilizing such appeals as individualism, independence, and equality. Instead, the emphasis should be on groups, families, and status.2. Direct mail is largely undeveloped in many countries. This is especially true where illiteracy is high and where labor is cheap, making it

20、easy to use a salesperson to make sales calls. Still despite the small volume, the use of direct mail is growing rapidly in many countries. It can be expected that list owners may develop more confidence in the rental process of their lists and that government regulations may permit companies to hav

21、e more flexibility in collecting personal information and developing lists on a more sophisticated basis. It is thus not unreasonable to expect growth in the use and popularity of direct mail.Open question（共25分）The purpose of this question is to get students to recognize the varying usage and buying

22、 motives of a relatively simple product-coffee. At first, the students may be at a loss to see why any questioning is even necessary, and they probably do not know how to ask questions. Not until after talking to foreign students or other foreign-born persons will they realize that there are many different kinds of coffee coupled with varying buying motives. The questions would be as follows.How is coffee used-in bean form, ground, or powdered? If it is ground, how is it brewed? Which coffee is preferred- Brazilian Santos blended with Colombian coffee, or robusta from the Ivo