市场营销专业英语试题期末测试一.docx

I. Put the following from Chinese into English or vice versa.（每题 1 分，共 20 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11. purchasing power parity12. FDI13. non-tariff barriers14. market penetration15. customization16. global sourcing17 Joint Venture18. strategic business units19. spot exchange rate20. dumpingII. Make brief explanations of the following terms in English.（每题 3 分，共 15 分）licensing1. direct selling channeltransnational transfer pricing2. economic unionOEMIII. Answer the following questions in English :（每题 5 分,共 20 分）What arc gray market products? Arc they legal? Do gray marketers serve useful marketing functions-for consumers and manufacturers?1. Some retailers （e.g., Sears） and manufacturers （e.g., General Motors） place their trademarks on products actually made by foreign suppliers. Discuss the rationale for these actions by these firmsDefine leverage, explain the different types of leverage utilized by companies with global operations.2. By marketing in a foreign country, must a firm automatically utilize geographic segmentation or other segmentation bases?IV. Minicases:（每题 10 分，共 20 分）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?2.Before becoming IBM's chairman and chief executive officer, Louis V. Gerstner, Jr. was a vice-chairman of American Express. While at American Express, he stated that “the split between international and domestic is very artificial-and at times dangcrous. Do you agree with the statement? Offer your rationale.V.Open question （共 25 分）Sony Corp, of America, in an effort to include retailing in its operations, runs its own licensed stores in Japan and Europe. In the United States, Sony has opened Sony Gallery of Consumer Electronics in Chicago. Inside the store, "boom boxes" and camcorders are displayed on pedestals as if they were art objects, and the Walkman is displayed on trendy mannequins. The gallery includes a life-size mock-up of an apartment with a built-in Sony home （heater system. Some retailers are concerned that Sony might turn out to be both their supplier and competitor. How should Sony deal with this concern?参考答案：I. Put the following from Chinese into English or vice versa.（每题 1 分，共 20 分）1. host country2 grey market3. global company or transnational company 4. hedging5. franchising6. strategic alliances7. custom union8. localization9. value chainlO.distributor11.购买力平价12.对外直接投资.非关税壁垒14市场渗透15 .定制化16全球采购.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.（每题 3 分，共 15 分）1. Under an international licensing contract, a licensor grants a foreign licensee the rights to use the licensor* s 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 so that it deals directly with a foreign party without going through an intermediary in the home country. （3 分）Tmnsfer pricing is to set a price on goods or services transferred between subsidiaries or divisions of the same enterprise. （2 分）It is the pricing strategy of a MNE. （1 分）3. The full evolution of an economic union would involve the creation of a unified central bank, （1 分） 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）4. OEM is known as contract manufacturing. Its full name is original equipment 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）Answer the following questions in English :（每题 5 分,共 20 分）1. Gray market products are those imported by an unauthorized party. Gray marketing may be i 1 legal in the case that the protection is granted to an independent American trademark owner. In general, however, it is legal to import and sell gray market goods.In spite of all the criticisms, gray marketers do serve usefulmarketing functions. For manufacturers, gray marketers help distributing surplus goods and perform some of the service functions. As a matter of fact, many manufacturers tolerate or even encourage the practice of gray marketing. For consumers, gray marketers provide an alternative- essentially the same product for a ower price. They promote the free enterprise system. The discrepancy of prices in two countries for the same product causes gray marketing to exist which in turn narrows the price differential. Gray marketers thus bring about more uniform prices.2. There are several reasons why MNEs place their trademarks on products made by foreign firms. First, they may be able to create a unique product by bundling or unbundling product attributes. Second, the strategy guarantees that MNEs cannot be 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 firms, brands on the products. One benefit is the ease in gaining market entry and dealers* acceptance which may a 11 ow a larger market share overal 1 while contributing to offset fixed costs. Another advantage is that there are no promotional headaches and expenses. Final 1y, the strategy prevents other competi tors from making this same product for these customers.3. 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, resource utilization, global strategy. 11 can draw on management practices, strategies, products, advertising appeals, or sales or promotional ideas that have been tested in actual markets and app 1 y them in other comparable markets. （1 分）The global company can take advantage of its greater manufacturing 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 an information system that scans the world business environment to identify opportunities, trends, threats, and resources. （1 分）It must be stressed that the introduction of a product to a foreign market does not mean that market segmentation （geographic or otherwise） has been automatically employed. If consumers in a number of countries have the same desire, their nationality and geographic locations are irrelevant and do not require these countries to be treated as separate markets or segments.II. Minicases:（每题 10 分，共 20 分）Direct mai1 is largely undeveloped in many countries. This is especially true where illiteracy is high and where labor is cheap, making it 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 cornpanies to have more flexibi1ity 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.1. This of course is an indication of ethnocentricity. Citizens and corporations of many countries however do not see any need to make this split. To them, international business is a natural occurrence. International marketing complements domestic marketing, one being the natural extension of the other. As such, smart marketers look at domestic marketing and international marketing as being highly interrelated-both of which they must encounter everyday in conducting business. It is thus dangerous to believe that there is a certain point which domestic marketing ends and international marketing starts.III. Open question (共 15 分)Sony* s effort is a good illustration of the benefits and problems derived from having mul tiple or para I lei channels. On the one hand, i t employs rn i dd 1 emen in i ts regular, long channel. On the other hand, it has begun to add the second and direct channel From manufacturers' standpoint, it is only natural that they all want to utilize all chcinnels that can contribute to corporate sales and image. In the case of Sony, such a goal becomes even more critical because the consumor-clectronics business is maturing.Sony claims that the purpose of the Chicago Gallery is to further strengthen its positive image by offering in-depth product information, demonstrations, and services. The Gallery showcases Sony* s full product line, including new Sony technologies that many retailers have yet to carry (e.g., Data Discman-books on compact discs). Because retailers, as a rule, emphasize price rather than product features, Sony wants to make the demand for its product less price clastic.According to the president of Sony Consumer Products Group, Sony must explain why its products deserve to be ''higher-value purchases." The Gallery allows the firm to explain its premium technology for image building. In other words, the new channel is more of a promotional tool than a distribution tool.From the perspective of Sony's retailers, it is hardly surprising that they have a cause for concern: their own supplier may take sales away from them and may create price war which hurts profit margin. To allay such fears, Sony has stated that the goal of the Gallery is not to make money but rather to make consumers comfortable wi th Sony，s products, making them want to buy Sony* s products regardless of the retail outlets. If this goal is accomplished, it will benefit both Sony and its retailers. To assure retailers that Sony is not a competitor, Sonyt s Gallery sells products at full retail price and even steers shoppers toward local Sony dealers who usually have lower prices. This strategy, if executed properly, should allow Sony to bolster its positive image, keep its premium price, minimize dealer conflict, and maintain dealer loyalty.感谢您的支持与使用如果内容侵权请联系删除仅供教学交流使用