市场营销专业英语试题期末测试三.doc

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1、市场营销专业英语试题期末测试三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 母国2.政府没收3 跨国公司4.市场开发5 特许经营6.营销组合7 关税同盟8.标准化9 原产国10.竞争优势11hedging12.secondary data13.non-tariff barriers14.IPLC15.foreign-related enterprise16.global sourcing17.penertration pricing18.business units19

2、.segmentation20.strategic alliance.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.dumping2.ethnocentric orientation3.OEM4.economic union5.direct selling channel.Answer the following questions in English:（每小题（每小题 5 5 分，共分，共 2020 分）分）1 What is meant by global lo

3、calization?Is Coca-Cola a global product?Explain.2 What is licensing?Why do firms sometimes choose it as a means of entering a foreignmarket?3.What are the characteristics of a good international brand name?4.Define leverage,explain the different types of leverage utilized by companies with globalop

4、erations.Minicases:.Minicases:（每小题（每小题 1010 分分,共共 2020 分）分）市场营销专业英语试题期末测试三1.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 Americansmarket their products to Asian consumers?Give exampl

5、es to demonstrate your opinions.2.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?.Open.Open questionquestion（共（共 2525 分）分）As a researcher,you have just been asked to do marketing

6、research in order to makerecommendations on how to market coffee in a number ofAsian,European,and South Americancountries.What questions do you need to ask in order to understand the varying buying motives,consumption habits,and uses of this particular product?市场营销专业英语试题期末测试三参考答案：I.Put the following

7、 from Chinese into English or vice versa.(每小题每小题 1 分，共分，共 20 分）分）1.home country2 confiscation3.global company or transnational company 4.market development5.franchising6.marketing mix7.custom union8.standardization9.country of petitive advantage11.套期保值12.二手资料13非关税壁垒14 国际产品生命周期15外企16 全球采购17渗透价格18 业务单

8、元19市场细分20 战略联盟.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.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)2.Opportunities outside the home marke

9、t are pursued by extending various elementsof the marketing mix.(2 分)Home country is superior.The management seessimilarities in foreign countries.The products that succeed in the home countryare superior,so can be sold everywhere without adaptation.(1 分)3.OEM is known as contract manufacturing.Its

10、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)4.The full evolution of an economic union would involve the creation of a

11、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.Direct selling is employed when a manufacturer develops an overseas chan

12、nel sothat it deals directly with a foreign party without going through an intermediaryin the home country.(3 分).Answer the following questions in English:（每小题（每小题 5 5 分，共分，共 2020 分分）1.Products and marketing activities are standardized wherever possible(1 分),butadapted where necessary within a unifo

13、rm format to meet local needs.（2 分）Yes,it is.（2 分）2.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 litt

14、le for the licensor,（1 分）and it can generate immediate return withoutnew investment.（1 分）3.An international brand name should reflect the desired product image.It should市场营销专业英语试题期末测试三be unique or distinctive while rendering itself to graphic design possibilities.Special attention must be given to p

15、ronunciation,making sure that the languageshave the brands alphabets.Furthermore,the name must be capable of gainingregistration and protection.4.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

16、,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 ma

17、nufacturing 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 buil

18、t on an information system that scans theworldbusinessenvironmenttoidentifyopportunities,trends,threats,andresources.(1 分).Minicases:.Minicases:（每小题（每小题 1010 分分,共共 2020 分）分）1.Compared to Americans,Asians are more group-oriented,more family-oriented,and more status-oriented.As such,a marketer of an A

19、merican product needs to becareful 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 truewhere illiteracy is high and where labor is cheap,making

20、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 mo

21、re 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.Open.Open questionquestion（共（共 2525 分）分）The purpose of this question is to get students to recognize the varying us

22、age andbuying motives of a relatively simple product-coffee.At first,the students maybe at a loss to see why any questioning is even necessary,and they probably do notknow how to ask questions.Not until after talking to foreign students or otherforeign-born persons will they realize that there are m

23、any different kinds of coffeecoupled 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 itbrewed?Which coffee is preferred-Brazilian Santos blended with Colombian coffee,or robusta from the Ivory Coast?Is it roasted

24、?Do the people prefer dark roasted市场营销专业英语试题期末测试三or blond coffee?The color of Nestles soluble coffee must resemble as closely aspossible the color of the coffee consumed in the country.Do the Germans drink coffeeafter lunch or with their breakfast?Do they take it black or with cream or milk?Do they

25、drink coffee in the evening?Do they sweeten it?In France,the answer isclear:in the morning,coffee with milk;at noon,black coffee-i.e.,two utterlydifferent coffees.At what age do people begin drinking coffee?Is it a traditionalbeverage,as in France,or is it a form of rebellion,as in England and Japan,wherethe younger generation has taken up coffee drinking in order to defy theirtea-drinking parents?市场营销专业英语试题期末测试三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