（本科）市场营销专业英语AB卷期末考试题及答案2套.docx

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1、市场营销专业英语AB卷期末考试题及答案2套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 b

2、usiness 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. economicunionOEMm. Answer the following questions in English :（每题 5 分,共 20 分）What are gray market products? Ar

3、e they legal? Do gray marketers serve useful marketing functions-for consumers and manufacturers?1. Some retailers （e.g., Sears） and manufacturers （eg, General Motors） place （heir trademarks on products actually made by foreign suppliers. Discuss the rationale for these actions by these firmsDefine

4、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 shoul

5、d 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 wel

6、1 qualified and knowledgeable of the company, s product, technology, history, and policies. The difficulties, however, are many. Some expatriate personnel find i t difficult to cope with a new and unfamiliar business environment. Also the expatriate* s family must also share in the burden of making

7、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

8、fami1ies should al so be interviewed to determine the sui tabi 1i ty of their temperament for an overseas assignment.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 direc

9、t 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 IBMs chainnan and chief executive officer, Louis V. Gerstner, Jr. was a vice-chairman of American Express. While at American Express, he sta

10、ted that uthe split between international and domestic is very artificialand 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.

11、 In the United Slates, 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

12、 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

13、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 licen

14、sing contract, a licensor grants a foreign 1 icensee the rights to use the licensor* s intangible asset such as its patent, trade mark, or know-how. （2 分）In exchange, the 1 icensee will pay a fee or royalty. （1 分）2. Direct selling is employed when a manufacturer develops an overseas channel so that

15、i t deals directly wi th a foreign party vi thout 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

16、 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 agr icul ture, social services and wel fare regional development, transport, taxation, competition and mergers, construction and building, and so on. （1 分）4. OEM

17、 is known as contract manufacturing. Its ful1 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 questi

18、ons in English :（每题 5 分，共 20 分）1. Gray market products are those imported by an unauthorized party. Gray market ing 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 sei 1 gray market goods.In spite of

19、 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 mailer of fact, many manufacturers tolerate or even encourage the practice of gray marketing. For consumers, gray

20、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

21、 uniform prices.2. There are several reasons why MNEs place their trademeirks 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, th

22、ey can avoid fixed production costs. Final ly, 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 benef i t is the ease in gaining market entry and dealers, accept

23、ance 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 advan

24、tage that a company enjoys by virtue of the fact that i t 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

25、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

26、world to identify people, money, and raw materials that will enable it to compete most effectively in wor1d 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 t

27、hat 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 count

28、ries to be treated as separate markets or segments.II. Minicases:（每题 10 分，共 20 分）Direct mail is kirgely 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 sma11 volume, t

29、he 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 1 ists and that government regulations may permit companies to have more flexibility in collecting personal information and developing lists on a

30、 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 natu

31、ral 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

32、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 multiple or parallel channels. On the one hand, it employs middle

33、men in its regular, long channel. On the other hand, it has begun to add the second and direct channel From manufacturers* standpoint, i t is only natural that they all want to utilize all channels that can contribute to corporate sales and image. In the case of Sony, such a goal becomes even more c

34、ritical because the consumer-electronics 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 Sonys full product line, including new Sony tech

35、nologies 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 elastic.According to the president of Sony Consumer Products Group, Sony m

36、ust 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 Sonys retailers, it is hardly surprising

37、 that they have a cause for concern: their own supp 1 ier 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 with Sony* s products, making th

38、em want to buy Sonys 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, Sonys Gallery sells products at full retai 1 price and even steers shoppers toward local Sony dealers who usua

39、l 1y 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.I. Put the following from Chinese into English or vice versa.（每题 1 分,共 20 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

40、场8.产品调整9.利基者10.经销商11. joint venture12. transnational strategy13. exchange rate14. primary data15. value chain16. country of origin17. hedging18. global business units19. turnkey operation20. market developmentII. Make brief explanations of the following terms in English.(每题 3 分，共 15 分)OEM6. economic

41、 unionglocalization7. dumpinginternational transfer pricingHI. Answer the following questions in English :(每题 5 分,共 20 分)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 positionin

42、g) be used to market services locally and internationally?3. What is licensing? Why do firms sometimes choose it as a means of entering a foreign market?4. Some retailers (e.g., Sears) and manufacturers (e.g., General Motors) place their trademarks on products actually made by foreign suppliers. Dis

43、cuss the rationale for these actions by these firmsIV. Minicases:(每题 10 分，共 20 分)1. Do demographic variables have universal meanings? Is there a likelihood that they may be inlerpreted differently in different cultures?2. Some of the best-known business schools in the United Stales want to emphasize

44、 discipline-based courses and eliminate international courses, based on the rationale that marketing and management principles are applicable everywhere. Is there a need （o study international marketing? Discuss the pros and cons of the discipline-based approach as compared to the international appr

45、oach.V.Open question （共 25 分）Should expatriate personnel be used? What are some of the difficulties that they may encounter overseas? What can be done to minimize these problems?参考答案：I. Put the following from Chinese into English or vice versa.（每题 1 分，共 20 分）1. host country3. multinational company5.

46、 licensing7. emerging market9. nicher1. host country3. multinational company5. licensing7. emerging market9. nicher2 global sourcing4. price discrimination6. promotion8. product adaptationI O.distributor11 .合资企业13.汇率15.价值链17.19.套期保值交钥匙协议12 .全球扩张战略14 一手资料16原产国18全球业务单元20市场开发Make brief explanations of

47、the following terms in English.（每题 3 分,共 15 分）1. 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 aut

48、horized 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, constru

49、ction and building, and so on. （1 分）2. Products and marketing activities are standardized wherever possible（l 分），but adapted where necessary within a uniform format to meet local needs. （2 分）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