市场营销专业英语试题期末测试一

1、市场营销专业英语试题期末测试一市场营销专业英语试题期末测试一市场营销专业英语试题期末测试一I. Put the following from Chinese into English or vice versa. (每小题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11purchasing power parity 12. FDI13. non-tariff barriers 14. market penetration15. customization 16. global sourc

2、ing17.Joint Venture 18. strategic business units19. spot exchange rate 20. dumping. Make brief explanations of the following terms in English. (每小题3分，共15分) licensingdirect selling channeltransnational transfer pricing economic unionOEM. Answer the following questions in English :（每小题5分，共20分）What are

3、 gray market products? Are they legal? Do gray marketers serve useful marketing functions-for consumers and manufacturers?2. 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 ac

4、tions by these firms3. Define leverage, explain the different types of leverage utilized by companies with global operations.4. By marketing in a foreign country, must a firm automatically utilize geographic segmentation or other segmentation bases?.Minicases: （每小题10分,共20分）1. Many consumers consider

5、 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 IBMs chairman and chief executive officer, Louis V. Gerstner, Jr. was a vice-chairman of American Express. While at American Express,

6、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.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 Eur

7、ope. 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

8、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. (每小题1分，共20分） 1. host country 2 grey market3. global comp

9、any or transnational company 4. hedging5. franchising 6. strategic alliances7. custom union 8. localization9. value chain 10.distributor11.购买力平价 12. 对外直接投资13非关税壁垒 14 市场渗透15定制化 16 全球采购 17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. (每小题3分，共15分) 1. Under an in

10、ternational licensing contract, a licensor grants a foreign licensee the rights to use the licensors 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 chann

11、el so that it deals directly with a foreign party without going through an intermediary in the home country.(3分)3. 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）4. The full evo

12、lution 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） 5. O

13、EM 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 ques

14、tions in English :（每小题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 al

15、l the criticisms, gray marketers do serve useful marketing 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 ma

16、rketers 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 whichin turn narrows the price differential. Gray marketers thus bring about more un

17、iform 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 ca

18、n 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 whic

19、h 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

20、 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 t

21、ested 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 iden

22、tify 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)4.It must be stressed that the introd

23、uction 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 tre

24、ated as separate markets or segments. .Minicases: （每小题10分,共20分）1. 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 direc

25、t 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 sophistica

26、ted basis.It is thus not unreasonable to expect growth in the use and popularity of direct mail.2. 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.

27、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 t

28、o believe that there is a certain point which domestic marketing ends and international marketing starts.Open question（共15分）Sonys effort is a good illustration of the benefits and problems derived from having multiple or parallel channels. On the one hand, it employs middlemen in its regular, long c

29、hannel. 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 channels that can contribute to corporate sales and image. In the case of Sony, such a goal becomes even more critical because the consumer

30、-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 technologies that many retailer

31、s 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 must explain why its products deserve to be higher-value purchases. The Ga