国际营销期末考试判断题目范围

1、1. Market offerings can include products, services, information, or experiences offered to a market to satisfy a need or want. 市场供应可以包括一些提供给市场以满足供需要求的产品、服务、信息和经验。2. When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia. 当 卖家们把重点放在现有需求而忽略了

2、潜在客户的需求,那么他们有营销近视症。 3. The selling concept holds that consumers will not buy enough of the firm's products unless it undertakes a large-scale selling and promotion effort. 推销观念认为,消费者不会购买足够的公司的产品,除非它进行一个大规模的销售和促销。4. The societal marketing concept calls on marketers to balance consumer wants and d

3、esires, company profits, and society's interest. 社会营销理念呼吁营销者平衡消费者的需求和愿望,公司利润和社会的利益。5. Product, price, place, and promotion make up the elements of a firm's marketing mix. 产品、价格、地点、促销组成一个公司的市场营销组合的元素.6. It is cheaper for a company to acquire new customers than to maintain relationships with c

4、urrent customers.一个公司想获得新客户比保持与现有客户的关系更容易。7. "At Nike, we sell shoes" is a market-oriented business definition. “在耐克公司,我们卖鞋”是一个以市场为导向的业务定义。8. In the BCG matrix, "dogs" by definition are businesses and products that do not generate enough cash to maintain themselves. 在BCG矩阵,“狗”的定义

5、是企业和产品不产生足够的现金来维持自己。 9. The four marketing management functions are analysis, planning, implementation, and control.这四个营销管理功能分析、规划、实施和控制。10. In SWOT analysis, strengths and weaknesses refer to a firm's internal environment, while opportunities and threats refer to the external environment. 在运用SW

6、OT分析的优点和缺点是指企业的内部环境,而机会和威胁指外部环境。11. The microenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces. 微环境包括大型社会力量,影响到公司,如人口、经济、政治和文化力量。12. The demographic environment is of major interest to marketers because it involves peo

7、ple, and people make up markets. 人口环境是关心的重要营销人员,因为这涉及到人,而这些人造就了市场13. Marketing research is the systematic design, collection, analysis, and reporting of data directly relevant to a specific marketing situation facing an organization. 营销研究系统的设计、收集、分析和报告数据的直接关系到一个特定的市场营销形势下面临的一个组织。14. Questionnaires a

8、re the most common research instrument. 问卷调查是最常见的研究工具。15. Subcultures are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. 社会亚文化的相对持久和命令部门的成员分享相似的价值观、兴趣和行为。16. A person's buying choices are influenced by four major psychologic

9、al factors: motivation, perception, learning, and beliefs and attitudes.一个人的购买选择是由四个主要的心理因素的影响:动机、认知、学习、信仰和态度。 17. Maslow's theory is that human needs-including physiological, safety, social needs, esteem, and self-actualization needs-are arranged in a hierarchy and that an unsatisfied need moti

10、vates an individual to take action to satisfy it. 马斯洛的理论是:人类的需求包括生理、安全、社会需求、自尊和自我实现的需要是有层次性的,一个不满需要促使个体采取行动来满足。18. A business marketer normally deals with far fewer buyers than the consumer marketer does. 一个企业营销人员通常交易与少得多的买家比消费者营销人员确实。19. Your company wants to move away from mass marketing and engag

11、e in customer-driven marketing. The four steps to take, in order, are market segmentation, marketing positioning, differentiation, and targeting. 你的公司想要远离大众营销和从事面向消费者的市场。就按照这四个步骤去走,在需求,市场的分割、市场定位、分化 和目标。20. Your assignment at work is to divide buyers into different groups based on lifestyle, and per

12、sonality characteristics. After a planning session with the marketing and sales staff, you issue a memo to upper management recommending psychographic segmentation. You are right on target. 你的工作任务是把买家基于生活方式和性格特点分成不同的组。在与市场部和销售部的员工计划会议后,你的任务是备分中向高层管理人员推荐的心理细分。你负责这个目标。21. In evaluating different marke

13、t segments, a firm must look at three factors: segment size and growth, segment structural attractiveness, and company objectives and resources.在评估不同的细分市场,企业必须看三个因素:段规模和增长,部分结构性吸引力,和公司目标和资源。 22. Because Cruise Ships International currently has limited financial and personnel resources, it should avo

14、id concentrated or niche marketing until resources are again substantial.因为运输目前国际金融和人员资源有限,应该避免集中或利基营销资源是实质性的。直到再次 23. Niche marketing offers smaller companies an opportunity to compete by focusing their limited resources on serving niches that may be unimportant to or overlooked by larger companies

15、. 利基营销提供规模较小的公司竞争的一个机会有限的资源集中在服务上可能不重要或被忽视的大公司。24. A service is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. 一个服务是任何可以提供给市场的注意,采集、使用或消费,可以满足一个想要或需要。25. Unsought products are products that the customer buys frequently, imm

16、ediately, and with a minimum of comparison and buying effort. 爱情产品是产品的客户购买频繁,立即,以最小的比较和购买的努力。26. Branding can add consumer value to a product. 品牌可以添加用户价值产品。27. Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided. 服

17、务不可分割性意味着服务的质量取决于谁为他们提供,以及什么时候,在哪里,以及他们是如何提供。28. Successful service companies focus their attention on both their customers and their employees. 成功的服务公司将注意力集中在他们的客户和他们的员工。29. Co-branding is a form of product sponsorship that consists of activities, benefits, or satisfactions offered for sale that ar

18、e essentially intangible and do not result in the ownership of anything. 联合品牌是一种产品赞助,包括的活动,福利,或满足的待售,本质上是无形的,不会导致任何的所有权。30. A firm can obtain new products in two ways: acquisition or new-product development. 一个公司可以获得新产品在两个方面:收购或新产品开发。31. During the introduction stage, a company that acts as a market

19、 pioneer should execute a launch strategy that is part of a marketing plan for the product's entire life cycle. 在引进阶段,一个公司作为市场先驱应该执行启动策略,是一个营销计划的一部分,对产品的整个生命周期。32. Prices have a direct impact on a company's bottom line. 价格会直接影响到公司的底线。33. Demand and consumer value perceptions set the floor fo

20、r prices. 需求和消费者的价值观念设置地板价格。34. Value-based pricing is the reverse of cost-based pricing. 以价值为基础的定价是反向的基于成本的定价。35. Market-skimming pricing is practiced by companies that set a low initial price in order to get their "foot in the door" quickly and deeply, attract a large number of buyers qu

21、ickly, and win a large market share. Market-skimming定价过低的初始设置一个公司,价格以使“脚踏实地”迅速、深层,吸引大量买家很快,赢得一个大的市场份额。36. Members of the marketing channel may help a company complete transactions by performing key functions such as promotion and negotiation. 营销渠道成员可以帮助公司完成交易通过执行关键功能,如促销和谈判。37. In a conventional dis

22、tribution channel, no channel member has much control over the other members, and no formal means exists for assigning roles and resolving channel conflict.在一个传统的分销渠道,没有渠道成员已掌控的其他成员,没有正式意味着存在分配角色和解决渠道冲突。38. A company's marketing communications mix is also called its promotion mix. 一个公司的营销传播混合也被称

23、为其推广组合。39. A company's Web site can be an important public relations vehicle. 一个公司的Web站点可以是一个重要的公共关系车辆。40. The fixed costs for manufacturing pencils are $7,000. A pencil is sold at craft fairs for $2.25. Variable costs to produce 100 pencils are $100. The break-even point in units 5,600 pencils.

24、固定成本对制造业的铅笔是7000美元。一支铅笔的售价为2.25美元的工艺博览会。可变成本生产100支铅笔是100美元。收支平衡点在单位5600支铅笔。41. The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. 这个双重目标的市场营销都是为了吸引新顾客承诺更好的价值,保持和成长现有顾客提供满意。42. Two important question

25、s underlying marketing strategy are "Who is our target market?" and "What's our value proposition?" 两个重要问题潜在的营销策略是“谁是我们的目标市场?”和“我们的价值取向是什么?”43. The production concept and product concept are orientations that can lead to marketing myopia. 生产的概念和产品概念取向,会导致营销近视症。44. Delivering

26、superior customer value and customer satisfaction are the two keys to building lasting customer relationships. 提供高级的顾客价值和顾客满意是两个关键客户建立持久的关系。45. At America Online, "we create customer connectivity, anytime, anywhere," is a product-oriented mission.在美国在线,“我们创造客户连接,随时随地,”是一个以产品为导向的任务。46. The

27、growth strategy of diversification involves offering modified or new products to current markets. 增长的多元化战略包括提供修改或当前市场的新产品。47. The image of a product in the minds of consumers is called market segmentation. 一个产品的形象在消费者心中,叫做市场细分。48. Guided by marketing strategy, the company designs a marketing mix mad

28、e up of factors under its control: product, price, place, and promotion. 营销策略指导下,该公司设计一个营销组合由其控制下的因素:产品、价格、地点、促销。49. In the four Ps of the marketing mix, promotion refers solely to advertising.在四个p的营销组合、促销指的仅仅是为了广告。 50. Marketers, more than any other group in the company, must be aware of the microe

29、nvironment and macroenvironment, tracking trends and seeking opportunities. 营销人员,比任何其他集团公司,必须注意到这个微环境和宏观环境,跟踪趋势和寻求机会。51. The macroenvironment consists of the factors close to the company that affect its ability to service its customers, such as suppliers, customer markets, competitors, and publics.

30、宏观环境由与该公司关系密切的因素的影响,其客户服务的能力,如供应商、客户市场、竞争对手、和公众。52. In the cultural environment, core values and beliefs and secondary values and beliefs differ in that core values and beliefs are more open to change. 在文化环境、核心价值观和信仰和次要的价值观和信仰的不同之处在于,核心价值观和信仰更开放的转变。53. Marketing research is the systematic design, co

31、llection, analysis, and reporting of data directly relevant to a specific marketing situation facing an organization. 营销研究系统的设计、收集、分析和报告数据的直接关系到一个特定的市场营销形势下面临的一个组织。54. Questionnaires are the most common research instrument. 问卷调查是最常见的研究工具。55. Younger consumers are better off financially than mature c

32、onsumers. They are the ideal market for travel, restaurants, high-tech home entertainment products, and leisure goods and services. 年轻的消费者更宽裕比成熟的消费者。他们是理想的旅游市场、餐馆、高科技的家庭娱乐产品,和休闲商品和服务。56. Children exert little influence on family buying decisions, particularly in areas such as entertainment and food.

33、 孩子对家庭购买决策影响不明显,特别是在娱乐和食物等领域。57. Maslow's theory is that human needs-including physiological, safety, social needs, esteem, and self-actualization needs-are arranged in a hierarchy and that an unsatisfied need motivates an individual to take action to satisfy it. 马斯洛的理论是:人类的需求包括生理、安全、社会需求、自尊和自我实

34、现的需要是有层次性的,一个不满需要促使个体采取行动来满足。58. Early adopters are opinion leaders in their communities and adopt new ideas early but carefully. 早期用户是意见领袖在他们的社区和采用新的想法早,但是仔细59. The buying center is not a fixed or formally identified unit within an organization.购买的中心不是一个固定的或正式确认在一个组织单元。 60. Gender segmentation has

35、long been used in clothing, cosmetics, toiletries, and magazines. 性别细分一直被用于服装、化妆品、化妆品、和杂志。61. For market segments to be useful they must be measurable, accessible, substantial, differentiable, and actionable.市场细分是有用的,他们必须是可测量的,可访问、实质、可微的、可执行的。62. At a recent marketing seminar, the featured speaker s

36、tated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. This is a correct definition.在最近的一次市场营销研讨会,主要发言人表示,一个目标市场由一组具有共同的买家需求或特性,公司决定服务。这是一个正确的定义。63. A product's position is the way the product is defined by the retailer

37、s who sell it to target markets. It is how it is defined on important attributesthe place the product occupies in the retailers' minds relative to competing products. 一个产品的位置是产品的定义是由零售商谁卖给目标市场。这是定义在重要的球员把产品占据在零售商的思想相对于竞争对手的产品。64. Shopping products are less frequently purchased consumer products

38、and services that customers compare carefully on suitability, quality, price, and style. 购物次数少,购买产品的消费者的产品和服务,客户仔细比较适用性、质量、价格、和风格。65. An example of service variability is that within a given Marriott hotel, one registration-desk employee may be cheerful and efficient, whereas another may be unpleasa

39、nt and slow. 服务的一个例子是,在一个给定的可变性万豪酒店,一个registration-desk员工可能愉悦和有效的,而另一个可能令人讨厌和缓慢。66. Retailers and wholesalers who have created their own brandssuch as Wal-Mart's Sam's Choice beverages and food productsare participating in co-branding. 零售商和批发商创造了自己brands-such随着沃尔玛山姆的选择饮料和食品代工厂参与联合品牌。67. When

40、 a company introduces a new brand name in the same product category, it is called line extension. 当一个公司引入了一个新的品牌名称相同的产品类别,它被称为线扩展。68. The maturity stage of the PLC is characterized by a slowdown in sales growth.成熟阶段的PLC的特点是销售增长放缓。 69. Profits rise during the growth stage of the PLC because promotion

41、 costs are spread over a large volume and unit manufacturing costs fall. 在生长阶段利润上升的股价因为促销成本分布在更大的体积和单位生产成本下降。70. Product costs set a floor to a product's price; consumer perceptions of the product's value set the ceiling. 产品成本集地板产品的价格,消费者的认知的产品价值设置上限。71. Value-based pricing is being used when costs vary directly with the level of product. 以价值为基础的定价是使用成本变化直接与水平的产品。72. Overhead cost is another term for variable cost. 开销成本可变成本的另一个术语。73. Cost-based pricing relies on consumer percept