市场营销专业英语试题期末测试一.doc

市场营销专业英语试题期末测试一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.灰色市场3 全球公司4.套期保值5 特许经营6.战略联盟7 关税同盟8.本土化9 价值链10.经销商11purchasing power parity12.FDI13.non-tariff barriers14.market penetration15.customization16.global sourcing17.Joint Venture18.strategic business units19.spot exchange rate20.dumping.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.licensing2.direct selling channel3.transnational transfer pricing4.economic union5.OEM.Answer the following questions in English:（每小题（每小题 5 5 分，共分，共 2020 分）分）1 What are gray market products?Are they legal?Do gray marketers serve useful marketingfunctions-for consumers and manufacturers?2.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 thesefirms3.Define leverage,explain the different types of leverage utilized by companies with globaloperations.4.By marketing in a foreign country,must a firm automatically utilize geographic segmentation orother segmentation bases?市场营销专业英语试题期末测试一.Minicases:.Minicases:（每小题（每小题 1010 分分,共共 2020 分）分）1.Many consumers consider direct mail as junk mail,a term that is offensive to the directmarketing industry.What is your assessment of the future of direct mail overseas?2.Before becoming IBMs chairman and chief executive officer,Louis V.Gerstner,Jr.was avice-chairman ofAmerican Express.While at American Express,he stated that“the splitbetween international and domestic is very artificial-and at times dangerous.”Do you agree withthe statement?Offer your rationale.Open.Open questionquestion（共（共 2525 分）分）Sony Corp.ofAmerica,in an effort to include retailing in its operations,runs its own licensedstores in Japan and Europe.In the United States,Sony has opened Sony Gallery of ConsumerElectronics in Chicago.Inside the store,boom boxes and camcorders are displayed onpedestals as if they were art objects,and the Walkman is displayed on trendy mannequins.Thegallery includes a life-size mock-up of an apartment with a built-in Sony home theater system.Some retailers are concerned that Sony might turn out to be both their supplier and competitor.How should Sony deal with this concern?市场营销专业英语试题期末测试一参考答案：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 country2grey market3.global company or transnational company 4.hedging5.franchising6.strategic alliances7.custom union8.localization9.value chain10.distributor11.购买力平价12.对外直接投资13非关税壁垒14 市场渗透15定制化16 全球采购17合资企业18 战略业务单元19即期汇率20 倾销.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.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.(2 分)In exchange,the licensee will pay a fee or royalty.(1 分)2.Direct selling is employed when a manufacturer develops an overseas channel sothat it deals directly with a foreign party without going through an intermediaryin the home country.(3 分)3.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）4.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）5.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).Answer the following questions in English:（每小题（每小题 5 5 分，共分，共 2020 分分）1.Gray market products are those imported by an unauthorized party.Gray marketingmay be illegal in the case that the protection is granted to an independent Americantrademark owner.In general,however,it is legal to import and sell gray marketgoods.In spite of all the criticisms,gray marketers do serve usefulmarketing functions.For manufacturers,gray marketers help distributing surplusgoods and perform some of the service functions.As a matter of fact,manymanufacturers tolerate or even encourage the practice of gray marketing.Forconsumers,gray marketers provide an alternative-essentially the same product fora lower price.They promote the free enterprise system.The discrepancy of pricesin two countries for the same product causes gray marketing to exist whichin turn narrows the price differential.Gray marketers thus bring about moreuniform prices.市场营销专业英语试题期末测试一2.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.3.Leverage is some type of advantage that a company enjoys by virtue of the factthat it conducts business in more than one country.(1 分)Experience transfers,scaleeconomies,resource utilization,global strategy.It can draw on managementpractices,strategies,products,advertising appeals,or sales or promotional ideasthat have been tested in actual markets and apply them in other comparable markets.(1 分)The global company can take advantage of its greater manufacturing volume toobtain traditional scale advantages within a single factory.(1 分)A major strengthof 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 worldmarket.(1 分)A global strategy is built on an information system that scans theworldbusinessenvironmenttoidentifyopportunities,trends,threats,andresources.(1 分)4.It must be stressed that the introduction of a product to a foreign market doesnot mean that market segmentation(geographic or otherwise)has been automaticallyemployed.If consumers in a number of countries have the same desire,theirnationality and geographic locations are irrelevant and do not require thesecountries to be treated as separate markets or segments.Minicases:.Minicases:（每小题（每小题 1010 分分,共共 2020 分）分）1.Direct mail is largely undeveloped in many countries.This is especially truewhere illiteracy is high and where labor is cheap,making it easy to use a salespersonto make sales calls.Still despite the small volume,the use of direct mail isgrowing rapidly in many countries.It can be expected that list owners may developmore confidence in the rental process of their lists and that government regulationsmay permit companies to have more flexibility in collecting personal informationand developing lists on a more sophisticated basis.It is thus not unreasonable toexpect growth in the use and popularity of direct mail.2.This of course is an indication of ethnocentricity.Citizens and corporationsof many countries however do not see any need to make this split.To them,市场营销专业英语试题期末测试一international business is a natural occurrence.International marketingcomplements domestic marketing,one being the natural extension of the other.Assuch,smart marketers look at domestic marketing and international marketing asbeing highly interrelated-both of which they must encounter everyday in conductingbusiness.It is thus dangerous to believe that there is a certain point whichdomestic marketing ends and international marketing starts.Open.Open questionquestion（共（共 1515 分）分）Sonys effort is a good illustration of the benefits and problems derived from havingmultiple or parallel channels.On the one hand,it employs middlemen in its regular,long channel.On the other hand,it has begun to add the second and direct channelFrom manufacturers standpoint,it is only natural that they all want to utilizeall channels that can contribute to corporate sales and image.In the case of Sony,such a goal becomes even more critical because the consumer-electronics businessis maturing.Sony claims that the purpose of the Chicago Gallery is to further strengthen itspositive image by offering in-depth product information,demonstrations,andservices.The Gallery showcases Sonys full product line,including new Sonytechnologies that many retailers have yet to carry(e.g.,Data Discman-books oncompact discs).Because retailers,as a rule,emphasize price rather than productfeatures,Sony wants to make the demand for its product less price elastic.According to the president of Sony Consumer Products Group,Sony must explain whyits products deserve to be higher-value purchases.The Gallery allows the firmto explain its premium technology for image building.In other words,the newchannel is more of a promotional tool than a distribution tool.From the perspective of Sonys retailers,it is hardly surprising that they havea cause for concern:their own supplier may take sales away from them and may createprice war which hurts profit margin.To allay such fears,Sony has stated that thegoal of the Gallery is not to make money but rather to make consumers comfortablewith Sonys products,making them want to buy Sonys products regardless of theretail outlets.If this goal is accomplished,it will benefitboth Sony and its retailers.To assure retailers that Sony is not a competitor,Sonys Gallery sells products at full retail price and even steers shoppers towardlocal Sony dealers who usually have lower prices.This strategy,if executedproperly,should allow Sony to bolster its positive image,keep its premium price,minimize dealer conflict,and maintain dealer loyalty.市场营销专业英语试题期末测试一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