（本科）市场营销专业英语AB卷期末考试题及答案3套.docx

市场营销专业英语AB卷期末考试题及答案2套L Put the following from Chinese into English or vice versa.（每题 1 分，共 20 分）1.东道国3.全球公司5.特许经营7.关税同盟9.价值链11. purchasing power parity13. non-tariff barriers15. customization17.Joint Venturespot exchange rate2 .灰色市场4 .套期保值6 .战略联盟8 .本土化10.经销商12. FDI14. market penetration16. global sourcing18. strategic business units20. dumpingII. Make brief explanations of the following terms in English.（每题 3 分，共 15 分）licensing1. direct selling channeltransnational transfer pricing2. economic unionOEM111. Answer the following questions in English :（每题 5 分，共 20 分）What are gray market products? Are they legal? Do gray marketers serve useful marketing functionsfor 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.However, the above assessment is incomplete. Although one probably should not say that certain marketing methods are domestic or international, it still does not mean that the international dimension should be neglected. The shortfall with the discipline-based approach is that the disciplined-based courses as designed and taught in American business schools at the present time are ethnocentric.V. Open question （共 25 分）When desirable, there is nothing wrong with using expatriate personnel who are well qualified and knowledgeable of the company's product, technology, history, and policies. The difficulties, however, are many. Some expatriate personnel find it difficult to cope with a new and unfamiliar business environment. Also the expatriate's family must also share in the burden of making social adjustments related to shopping, schooling, and the limited entertainment opportunities. Also the expatriate may fear that the distance from the headquarters may eliminate chances for promotion.To minimize the problems, the personnel for overseas assignments must be selected carefully. Their families should also be interviewed to determine the suitability of their temperament for an overseas assignment.2.政府没收4.市场开发6.营销组合8.标准化10.竞争优势12. secondary data14. IPLC16. global sourcing18. business units20. strategic allianceI. Put the following from Chinese into English or vice versa.（每题 1 分，共 20 分）1.母国.跨国公司5 .特许经营.关税同盟9 .原产国11. hedging13. non-tariff barriers15. foreign- related enterprise17.penertration pricing19. segmentationII. Make brief explanations of the following terms in English. （每题 3 分，共 15 分）dumping11. ethnocentric orientationOEM12. economic uniondirect selling channelIQ. Answer the following questions in English :（每题 5 分，共 20 分）What is meant by global localization? Is Coca-Cola a global product? Explain.5. What is licensing? Why do firms sometimes choose it as a means of entering a foreign market?3. What are the characteristics of a good international brand name?4. Define leverage, explain the different types of leverage utilized by companies with global operations.IV. Minicases:（每题 10 分，共 20 分）Compared to Americans, are Asians: (1) more group-oriented, (b) more family-oriented, and (c) more concerned with social status? How might such orientations affect the way Americans market their products to Asian consumers? Give examples to demonstrate your opinions.1. 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?V. Open question (共 25 分)As a researcher, you have just been asked to do marketing research in order to make recommendations on how to market coffee in a number of Asian, European, and South American countries. What questions do you need to ask in order to understand the varying buying motives, consumption habits, and uses of this particular product?参考答案：I. Put the following from Chinese into English or vice versa.（每题 1 分，共 20 分）1. home country2confiscation3. global company or transnational company 4. market development5. franchising6.marketing mix7. custom union8.standardization9. country of origin11 .套期保值9. country of origin11 .套期保值lO petitive advantage12.二手资料13 .非关税壁垒14国际产品生命周期.外企16全球采购17 .渗透价格18业务单元.市场细分20战略联盟II. Make brief explanations of the following terms in English.（每题 3 分，共 15 分）1. Dumping is defined as the practice of selling a product abroad at a price below the cost of production, （2 分）or below its normal price in the domestic market. （1 分）Opportunities outside the home market are pursued by extending various elements of the marketing mix. （2 分）Home country is superior. The management sees similarities in foreign countries. The products that succeed in the home country- are superior, so can be sold everywhere without adaptation. （1 分）2. 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）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）3. 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）I. Answer the following questions in English :（每题 5 分，共 20 分）1. Products and marketing activities are standardized wherever possible（1 分），but adapted where necessary within a uniform format to meet local needs. （2 分）Yes, it is. （2 分）2. 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. In exchange, the licensee will pay a fee or royalty. （3 分）Licensing will cost little for the licensor, （1 分）and it can generate immediate return without new investment. （1 分）An international brand name should reflect the desired product image. It should be unique or distinctive while rendering itself to graphic design possibilities. Special attention must be given to pronunciation, making sure that the languages have the brand's alphabets. Furthermore, the name must be capable of gaining registration and protection.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. It can draw on management practices, strategies, products, advertising appeals, or sales or promotional ideas that 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 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）Minicases:（每题 10 分,共 20 分）1. Compared to Americans, Asians are more group- oriented, more family-oriented, and more status-oriented. As such, a marketer of an American product needs to be careful in utilizing such appeals as individualism, independence, and equality. Instead, the emphasis should be on groups, families, and status.2. Direct mail 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 companies to have more flexibility 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.IV. Open question （共 25 分）The purpose of this question is to get students to recognize the varying usage and buying motives of a relatively simple product一一coffee. At first, the students may be at a loss to see why any questioning is even necessary, and they probably do not know how to ask questions. Not until after talking to foreign students or other foreign-born persons will they realize that there are many different kinds of coffee coupled with varying buying motives.The questions would be as follows.How is coffee used-in bean form, ground, or powdered? If it is ground, how is it brewed? Which coffee is preferred- Brazilian Santos blended with Colombian coffee, or robusta from the Ivory Coast? Is it roasted? Do the people prefer dark roasted or blond coffee? The color of Nestle，s soluble coffee must resemble as closely as possible the color of the coffee consumed in the country. Do the Germans drink coffee after lunch or with their breakfast? Do they take it black or with cream or milk? Do they drink coffee in the evening? Do they sweeten it? In France, the answer is clear: in the morning, coffee with milk; at noon, black coffee一一i.e., two utterly different coffees. At what age do people begin drinking coffee? Is it a traditional beverage, as in France, or is it a form of rebellion, as in England and Japan, where the younger generation has taken up coffee drinking in order to defy their tea-drinking parents?4. 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?1 .Befbre 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 dangerous." 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, nboom 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 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?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）Transfer 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）IH. 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 illegal 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 lower 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 benefi t is the ease in gaining market entry and dealers， acceptance which may allow a larger market share overall while contributing to offset fixed costs. Another advantage is that there are no promotional headaches and expenses. Finally, the strategy prevents other competitors 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. It can draw on management practices, strategies, products, advertising