国际市场营销英文试题

1. The purpose of international marketing is for the ( ) benefit. A. national B. regional C. company’s D. consumers

2. According to Maslow’s theory, people will pursuit the ( ) need after satisfying the physiological need.

A. belonging B. safety C. esteem D. self-actualization

3. 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 markets 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 sales B. The way products are priced and packaged

C. The way a business combines the main marketing elements to sell products that meet the needs and wants of customers

D. The way a business distributes its products through retailers and wholesalers

5. Goods which are bought and used by individuals and households are known as ( ). A. brands B. consumer goods C. retail products D. industrial goods

6. 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. greenfield

7. The critical point of market segmentation is the ( ) of consumer’s demand and consumption behavior.

A. differentiation B. similarity C. stability D. development

8. 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 polling 9. 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 point

10. For the small-medium corporations with limited resources, the appropriate strategy to enter the new market is ( ).

A. concentrated marketing B. differentiated marketing C. integrated Marketing D. undifferentiated marketing

11. 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 Policies, Private Polies, Racial Policies, Geography B. Ethnocentrism, Polycentrism, Regiocentrism, Geocentrism C. Energy, Privacy, Real-World, Giggity

D. Ethnocentrism, Polycentrism, Racialism, Governmental 12.The correct steps of consumer buying process are ( ).

A. need recognition-information search-evaluation of alternatives-purchase decision-post purchasing behavior

B. need recognition-evaluation of alternatives-information search-purchase decision-post purchasing behavior

C. information search-evaluation of alternatives-need recognition-purchase decision-post purchasing behavior

D. purchase decision-need recognition-evaluation of alternatives-information search-post purchasing behavior

13. Which of the following methods of market research is not an example of “primary research”? A. Questionnaires B. A company’s own sales statistics and records C. Test marketing D. Consumer panels

14. Which of the 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. Culture is pervasive in all marketing activities and the marketer's 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. Differences in philosophical ideologies C. 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 Bank’s standard?

A. High birth rates and low literacy rates

B. Innovative 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 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 domestic 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. marketing and sales C. human resource D. opetations E. technology development

4. 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 users

5. Joint venture is attractive for several reasons of ( ). A. limited market control B. sharing or risk

C. achieving the synergy by combining different value chain strengths D. 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 slumping 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, 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.

3. Which kind of position does Coca-Cola use for the product of iCoke?( Please identify 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)

四、简答题。（共24分）

1. Give an example to illustrate the modern marketing concept.（7分）

2. Explain the difference between franchising, 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 global youth segment has purchasing power of more than＄100 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 States—for example, in India, 35 percent of the 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—through the Internet, for instance---the more homogeneous young people appear to become.

Global youth purchase products such as Levi’s 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 general. 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 targeting 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 China, 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 Diet Coke cans. QUESTIONS

1. 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)

参 一、单选题，每题只有一个选项正确（共30分，每小题2分 1 D 9 A 1 DE 1 T 2 C 10 A 2 ACE 2 F 3 B 11 B 3 ABD 3 T 4 C 12 A 4 ACD 4 T 5 B 13 B 5 BCE 5 F 6 D 14 C 7 A 15 D 8 C

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） 三、判断，对的打T，错的打F。（共10分，每小题2分）

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: 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）

Answer: (1) the definitions of licensing, franchising and foreign direct investment. (5分)

(2) differences: ownership (Licensing and franchising has the ownership of intellectual property, but no the right of managing; FDI has the rights of ownership and managing); control (FDI is much more strong, franchising is the second, the last is licensing); risk ( FDI is the first, the second is franchising, the last is licensing)(5分)

4. Are the same buying motives effective worldwide? （7分）

It is extremely unlikely that, for most products, the same buying motives will be effective worldwide. ANS:（1分）Due to market and consumer differences (e.g., economic development, demographics, perception, etc.), peoples are not likely to be motivated by the same buying motives.（2分） Even in the United States, it is not uncommon for firms to use different motives and (advertisements) to appeal to different market segments. （2分）However, one must also keep in mind that some products are relatively culture-free and that the same buying motive can be repeated in a number of countries.（2分）