市场营销专业英语试题期末测试二.doc

市场营销专业英语试题期末测试二I.Put the following from Chinese into English or vice versa.(每小题每小题 1 分，共分，共 20 分）分）1 东道国2.全球采购3 跨国公司4.价格歧视5 许可6.促销7 新兴市场8.产品调整9 利基者10.经销商11joint venture12.transnational strategy13.exchange rate14.primary data15.value chain16.country of origin17.hedging18.global business units19.turnkey operation20.market development.Make brief explanations of the following terms in English.(每小题每小题 3 3 分，共分，共 1515 分分)1.OEM2.economic union3.glocalization4.dumping5.international transfer pricing.Answer the following questions in English:（每小题（每小题 5 5 分，共分，共 2020 分）分）1 Are domestic marketing and international marketing different only in scope but not in nature?2 Can standard marketing techniques(e.g.,market segmentation and product positioning)beused to market services locally and internationally?3 What is licensing?Why do firms sometimes choose it as a means of entering a foreignmarket?4.Some retailers(e.g.,Sears)and manufacturers(e.g.,General Motors)place their trademarks onproducts actually made by foreign suppliers.Discuss the rationale for these actions by thesefirms市场营销专业英语试题期末测试二.Minicases:.Minicases:（每小题（每小题 1010 分分,共共 2020 分）分）1.Do demographic variables have universal meanings?Is there a likelihood that they may beinterpreted differently in different cultures?2.Some of the best-known business schools in the United States want to emphasizediscipline-based courses and eliminate international courses,based on the rationale that marketingand management principles are applicable everywhere.Is there a need to study internationalmarketing?Discuss the pros and cons of the discipline-based approach as compared to theinternational approach.Open.Open questionquestion（共（共 2525 分）分）Should expatriate personnel be used?What are some of the difficulties that they may encounteroverseas?What can be done to minimize these problems?市场营销专业英语试题期末测试二参考答案：I.Put the following from Chinese into English or vice versa.(每小题每小题 1 分，共分，共 20 分）分）1.host country2global sourcing3.multinational company4.price discrimination5.licensing6.promotion7.emerging market8.product adaptation9.nicher10.distributor11.合资企业12.全球扩张战略13汇率14 一手资料15价值链16 原产国17套期保值18 全球业务单元19交钥匙协议20 市场开发.Make brief explanations of the following terms in English.(每小题每小题 3 3 分，共分，共 1515 分分)1.OEM is known as contract manufacturing.Its full name is original equipmentmanufacturing.(1 分)Under an OEM agreement,the MNE provides the know-how andsometimes equipment to a supplier that must provide the product according to thestandards of authorized technology.(2 分)2.The full evolution of an economic union would involve the creation of a unifiedcentral bank,（1 分）the use of a single currency,（1 分）and common policies onagriculture,social services and welfare,regional development,transport,taxation,competition and mergers,construction and building,and so on.（1 分）3.Products and marketing activities are standardized wherever possible(1 分),butadapted where necessary within a uniform format to meet local needs.（2 分）4.Dumping is defined as the practice of selling a product abroad at a price belowthe cost of production,(2 分)or below its normal price in the domestic market.(1分)5.Transfer pricing is to set a price on goods or services transferred betweensubsidiaries or divisions of the same enterprise.(2 分)It is the pricing strategyof a MNE.（1 分）.Answer the following questions in English:（每小题（每小题 5 5 分，共分，共 2020 分分）1.It is erroneous to state that domestic marketing and international marketing aresimilar in nature but not in scope.This is not unlike stating that national marketingand local marketing,except for the scope,are similar.International marketing isnot domestic marketing on a larger scale.Whereas domestic marketing involves oneset of uncontrollable variables,international marketing has at least two sets whichinteract with each other.Furthermore,the variables in each set are not identicalin terms of number,degree,or kind.2.Such standard marketing techniques as market segmentation and productpositioning are universal in the sense that they can be used locally as well asinternationally,and they can be applied to both products and services.As in the case of international banking,except for the very large banks,most bankssimply cannot be everywhere and may not offer all banking products for everyone.市场营销专业英语试题期末测试二Therefore,some kind of market segmentation is necessary in order to satisfy certaincustomers very well instead of trying to be all things to all people.At the least,these banks will use geographic segmentation by selecting the countries they wantto be in.Furthermore,they may use demographic segmentation in order to cater toa certain kind of banking clientele.Banks also use product positioning.Someposition themselves as experts in raising a certain kind of capital in a certainpart of the world;others position themselves as multinational banks which can offerall kinds of global banking services.3.Under an international licensing contract,a licensor grants a foreign licenseethe 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)Licensingwill cost little for the licensor,（1 分）and it can generate immediate return withoutnew investment.（1 分）4.There are several reasons why MNEs place their trademarks on products made byforeign firms.First,they may be able to create a unique product by bundling orunbundling product attributes.Second,the strategy guarantees that MNEs cannotbe bypassed by their suppliers.Third,they can avoid fixed production costs.Finally,the strategy offers these firms brand loyalty,bargaining power,and price.Foreign manufacturers also have their own reasons for agreeing to place other firmsbrands on the products.One benefit is the ease in gaining market entry and dealersacceptance which may allow a larger market share overall while contributing to offsetfixed costs.Another advantage is that there are no promotional headaches andexpenses.Finally,the strategy prevents other competitors from making this sameproduct for these customers.Minicases:.Minicases:（每小题（每小题 1010 分分,共共 2020 分）分）1.Even demographics may have problems in terms of conceptual equivalence becauseof the varying frames of reference.A demographic variable such as sex isuniversal.Age,however,is not always considered in the same way-the Chineseinclude the time during pregnancy in their age.Education level,likewise,doesnot have the same meaning everywhere.The meaning of primary school,grade school,secondary school,high school,college,and university vary greatly.It is thuswise in many instances to ask about the number of years of schooling attendedby the respondent.2.This case is challenging in two aspects-whether it is desirable to split domesticfrom international and whether a certain educational approach is geocentric orethnocentric.The subject matter covered here is highly related to the firstassignment.Several well-known business schools see no need to offer international courses,withthe rationale that the basic disciplines and principles of marketing,management,and so on are universal.As such,they argue that marketing is marketing,and there市场营销专业英语试题期末测试二should be nothing which is domestic or international about it.The discipline-basedapproach may appear to be appropriate on this count.However,the above assessment is incomplete.Although one probably should not saythat certain marketing methods are domestic or international,it still does not meanthat the international dimension should be neglected.The shortfall with thediscipline-based approach is that the disciplined-based courses as designed andtaught in American business schools at the present time are ethnocentric.Open.Open questionquestion（共（共 2525 分）分）When desirable,there is nothing wrong with using expatriate personnel who are wellqualified and knowledgeable of the companys product,technology,history,andpolicies.The difficulties,however,are many.Some expatriate personnel find itdifficult to cope with a new and unfamiliar business environment.Also theexpatriates family must also share in the burden of making social adjustmentsrelated to shopping,schooling,and the limited entertainment opportunities.Alsothe expatriate may fear that the distance from the headquarters may eliminate chancesfor promotion.To minimize the problems,the personnel for overseas assignments must be selectedcarefully.Their families should also be interviewed to determine the suitabilityof their temperament for an overseas assignment.市场营销专业英语试题期末测试二感谢您的支持与使用感谢您的支持与使用如果内容侵权请联系删除如果内容侵权请联系删除仅供教学交流使用仅供教学交流使用