雨课堂学堂在线学堂云International Marketing(西安外国语大学)单元测试考核答案

第1题Inmarketing,afundamentaltaskistoattractasmanycustomersaspossible.第2题Withtechnologicalprogress,relationshipsinmarketingwillbecomelessimportant.第3题Inmarketing,demanddoesnotguaranteesuccessbecause:AConsumersmakedecisionsbasedonafewmarketingeffects.BConsumersaresatisfiediftheytrustyourbrand.CConsumersarewillingtotrynewproducts.DMarketingmaytakealotofeffortsbeforebringinganyprofit.第4题WhydoconsumerspreferSingaporeAirlines?AEmployeesreceivethebesttrainingprograms.BConsumersdevelopbrandloyalty.CEmployeesfeeltheemotinalrewoardofbeingpraised.DAlloftheabove.第5题第1题MarketingstrategymustconsiderthethreebasicissuesEXCEPTAsegmentation,whichmeansdividingthemarketintosmallersegmentsBpenetration,whichmeanshowthecompanycanfindspecificconsumersCpolitics,whichmeanshowthecompanydealswithpoliticalchallengesDpositioning,whichmeanshowabrandcanbecomparedwithcompetitors第2题Whenexportingtoothermarkes,acompanyshouldpayattentiontoextrachallengesincluding:AlegalissuessuchaslawsandregulationsconcerninginternationalbusinessBentrymodesuchaslicencingordirectentryCappropriatefinancingandexchangerisksDAlloftheabove第3题Gravitymodelininternationaltradetheorytellsusthatacompanyshouldgotodistantcountriesbecausethemarketsarelessdifficulttoenter.第4题TheC2thatCocaColapaunchedwashugelysuccessfulbecauseitcontainedhalfthecaloriesofaregularCoke.第5题第三章测试Chapter3Test第1题InternationalbusinessersshouldpaymostattentiontoAmanufacturersBconsumersCgovernmentsDcompetitors第2题NewopportunitiesarecreatedwhenAsomemarketsofferfavorableconditionsBexchangesmaymakeadecisionasuccessCthemacroeconomicenrivonmentbecomesfavorableDalloftheabove第3题Papermediaisprofitableinthedigitalagebecauseamarketsegmentstillexists.第4题"Don'treinventthewheels"meansthatacompanyshouldmakeinnovationsbasedontheexistingachievementsoftheothermarkets.第5题第四章测试Chapter4Test第1题Inrecentyears,China'scomparativeadvantageintextileindustryhasbeenaffectedbyrisinglaborcosts.第2题Poorcountrieswillsuffermoreifallcountriesembracefreetrade.第3题ExamplesofcomparativeadvantageincludethefollowingEXCEPTASwisswatchesBAmericalfarmsCChinesehomeappliancesDJapanesebanks第4题CountriesshouldtrytokeepthebalanceoftradebecauseAIfacountryimportsmorethanitexports,itwilleventuallyrunoutofmoneyBIfacountryimportsmorethanitexports,itwilleventuallyaccumulateadvantageCIfacountryexportsmorethanitimports,othercountrieswillbenefitDIfacountryexportsmorethanitimports,othercountrieswilltrytoimportmore第5题第五章测试Chapter5Test第1题TheCubanembargowaseffectivelysolvedbytheHelms-BurtonActin1996.第2题SwedishproductsarepopularinBrazilbecausebothcountriesembracefreetrade.第3题Ininternationalmarkets,whycouldamonopolyendupinfinancialloss?Amarginalcostsincreases.Bpriceislowerthanmarginalcost.Cmarginalrevenueequalsmarginalcost.Dmarginalrevenueexceedsmarginalcost.第4题WhichofthefollowingisNOTanexampleofgovernmentsusingsovereigntyasaweapontoprotecttheirselfinterests?ANAFTABASEANCEuropeanUnionDAsianUnion第5题第六章测试Chapter6Test第1题Diwali,themostimportantIndianholidayoftheyear,showsthatconsumersofdifferentmarketshaveverysimilarbuyingbehaviors.第2题Itisimperativeforaninternationalmarketeertoattractasmanynewusersaspossible.第3题Ininternationalmarketing,itmaynotagoodideatoemployatranslatorwhois:AanativetranslatorBanexperiencedtranslatorinthetargetmarketCatranslatorofferedbyyourcounterpartsDatranslatorwhoknoweveryexpressioninyourindustry第4题BesidesEnglish,itisrecommendedtolearnanotherlocallanguageinthetargetmarketsuchasASwahiliBKlingonCElvishDDothraki第5题第七章测试Chapter7Test第1题ISOisimportantbecauseitsignifiesthehighestqualitystandardoftheindustry.第2题TheLacostebrandwitnessedamajordeclineandmarketfailuresince2001.第3题Whatdeterminesconsumers'perception

ofthenewnessofaproduct?ATheperceivedageoftheproductBTheappropriatenessofinnovationforthemarketCTherelativevalueoftheproductcomparedtothecompetitorsDAlloftheabove第4题TheeasierandmoreconvenientwayofenteringanothermarketsuccessfullyisoftenAacquiringalocalcompanytoproduce.Bdevelopinganewproductforthetargetmarket.Ccarryinganexistingproducttoanothercountry.Destablishingaluxurybrand.第5题第八章测试Chapter8Test第1题Researchbywanderingaroundisabadideabecauseitmeanstheresearchercannotfindvaluableinformation.第2题Amarketingresearchermusttrytoanswerasmanyquestionsaspossible.第3题Ifamarketingresearcherwantstounderstandthedeepreasonswhyconsumersbuyacertainbrand,whichmethodismorepreferable?AquantitativeresearchBqualitativeresearchCobservationDquestionnaire第4题Marketingresearchobjectivesshouldavoidself-fulfillingprophesiesbecauseAself-fulfillingproficiesnevercometrue.Bself-fulfillingproficiesareonlyusefulforWesterncompanies.Cself-fulfillingproficiesaretooaccurate,soemployeeshavelittleflexibility.Dself-fulfillingproficiesmaypromptcompaniestoachievethegoalathighcosts.第5题第九章测试Chapter9Test第1题Pricinginanothermarketcanbebasedoncost,demand,orcompetitors.第2题Recently,citymarathonmatchesareverypopularpartlybecausesponsoringcompaniescanreachalargeaudience.第3题Comparedtoproducts,theinternationalmarketingofservicesisagreaterchallengebecauseAservicescanbetriedortouched.Bserviceshavelongershelflife.Cservicesusuallyhappenswheretheproviderandtheconsumerareindifferentlocations.Dconsumerexperiencesofservicesareoftendifferent.第4题Whichstatementaboutsegmentationisincorrect?ASegmentationisunnecessaryforasmallcompanyinanewmarket.BSegmentationaloneisunabletotellamanagerwhichsegmenttotarget.CConsumersegmentsareestablishedbasedoncommonalityofagroupofconsumers.DAconsumermaybelongtodifferentsegmentsfordifferentproducts.第5题第十章测试Chapter10Test第1题ManylargeshoppingmallsareinAsiabecausetheyaregoodsolutionsofdistributionchannel.第2题Avon'sdistributionchannelinChinaisthesameasintheUnitedStates.第3题Ifthedistributorsrefusetocarryoutacompany'smarketingstrategy,itiscalledAmemberblockage.Bcompetitorblockage.Clackofinfrastructure.Dlackofservices.第4题TheprimarypurposeofdistributionisAoptimalallocationofcosts.Bmaximumadvertisingeffect.Cminimumpublicrelationsrisks.Dfixedpricingstrategy.第5题第十一章测试Chapter11Test第1题Allcompaniesshouldshowtheiradvertisementsasfrequentlyastheircompetitorsdo.第2题

Atypicalcitizeninmodernsocietymayseeatleastafewhundredadvertisementsperday.第3题Ifacompanywouldliketodesignanadintendedforaspecificcountrymarket,itshouldfindaAdomesticadagency.Bglobaladagency.Clocaladagency.Daffiliatedadagency.第4题Ifanadusesanexaggeratedimage:aman’sforeheadgrowswrinklesbecauseofthenaughtylittlegirl,itisAafunctionalappeal.Banemotionalappeal.Cahumorappeal.Damysteryappeal.第5题第十二章测试Chapter12Test第1题Lifeinsurancecouldusepushstrategytopersuadeconsumers.第2题ThetransactionsofB2CandB2Bmarketsarelargelythesame.第3题Whichofthefollowingisnotanexampleofcommercialsponsorship?AAbeerbrandappearsinabasketballchampionshipgame.Largeimagesofbeerbottlesareshownonthescreen.BAchemicalcompanyprovidesscholarshipsforabusinessschool.Theallowancesarenamedafterthecompanyname.CApianoproducerprovidespianosforamusicalconcert.Theaudiencecanseethelogoandthepiano.DAmineralwaterbrandprovidesbottledwaterforamarathongame.第4题Whichofthefollowingstatementsaboutpersonalsellingisincorrect?ATh