徐州工程学院国际市场营销(双语)样卷B

7/7徐州工程学院国际市场营销(双语)样卷B徐州工程学院试卷

—学年第学期课程名称

试卷类型考试形式考试时间分钟

命题人年月日使用班级

教研室主任年月日教学院长年月日

一、选择题（每空1分，共20分）

1.Therearefoureventsandtrendsthathaveaffectedandwillcontinuetoaffectglobalbusinesstoday.Whichofthefollowingwouldbeclassedasoneofthosefourmajortrends?

A)ThetrendtowardacceptanceofEnglishasthegloballanguage

B)Thetrendtowardaffluenceinallnations

C)ThetrendtowardtheacceptanceofthefreemarketsystemamongdevelopingcountriesinLatinAmerica,Asia,andEasternEurope

D)ThetrendtowardfriendshipinalmostallsectionsofAfrica

E)Alloftheaboveareconsideredtobeamongthefourmajortrendsthatareaffectingglobalbusinesstoday

2.Whichofthefollowingtermswouldmostcloselymatchwiththefollowingdescriptiontheperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofacompany'sgoodsandservicestoconsumersorusersinmorethanonenationforaprofit?

A)GlobalStrategy

B)Marketing

C)MarketingConcept

D)RegionalMarketingConcept

E)GlobalMarketing

3.Whichofthefollowingwouldbeconsideredtobeanuncontrollableelementintheforeignenvironment?

A)channelsofdistribution

B)research

C)economicforces

D)promotion

E)productelements

4.Suchelementsaspoliticalandlegalforces,economicclimate,andcompetitionarethethreeelementsfoundinthe___________________accordingtotheinternationalmarketingtaskmodelfoundinthetext.

A)foreignenvironment(uncontrollable)

B)foreignenvironment(controllable)

C)domesticenvironment(uncontrollable)

D)domesticenvironment(controllable)

E)domesticenvironment(marketingmixvariables)

5.InChina,toenterintoapropercontract,theChinesecompanyorindividualmustbeconsideredtobea"legalperson."TobealegalpersoninChina,thecompanyorpersonmusthaveregisteredassuchwiththeChinesegovernment.ThisisonlyoneoftheproblemsencounteredbybusinesspeopleseekingtodobusinessinChina.Whichofthefollowingenvironmentswouldmostcorrectlyapplytotheabovesituation?

A)foreignenvironment(uncontrollable)

B)foreignenvironment(controllable)

C)domesticenvironment(uncontrollable)

D)domesticenvironment(controllable)

E)domesticenvironment(marketingmixvariables)

6.WhenRitaThomas'clothingcompanybegantomarketitslineofinexpensivecottonshirtsinAfrica,itassumedthatitwouldbeabletouseitstelevisionandprintadvertisingthathadworkedsowellintheUnitedStatesandothercountries.However,thecompanywassoontolearnthatliteracyratesandabilitytoaccesstelevisionwasnotthesameasintheotherareasoftheworld.Whichofthefollowingenvironmentswouldmostcorrectlyapplytotheabovesituation?

A)domesticenvironment(controllable)

B)domesticenvironment(marketingmixvariables)

C)domesticenvironment(uncontrollable)

D)foreignenvironment(uncontrollable)

E)foreignenvironment(controllable)

7.OneofPhillipeOrtiz'sdifficultiesinmarketinghislineofPhilippinecabinetryinLosAngelesisthatheisstilltiedculturallytobusinessmodelsthatworkinthePhilippines.ThesemodelsdonotworkintheUnitedStates.TheobstaclethatMr.Ortizisfacingmaybeidentifiedasbeingwhichofthefollowing?

A)xenophobia

B)SRC(self-referencecriterion)

C)globalism

D)racism

E)intellectualchallenges

8.Toavoiderrorsinbusinessdecisions,itisnecessarytoconducta______________thatisolatestheSRCinfluencesandtomaintainavigilanceregardingethnocentrism.

A)cross-culturalanalysis

B)globalresearcheffort

C)searchoftheInternet

D)purge

E)parallelculturalsimulation

9.Ifacompanyadoptsaconceptwhereinitviewsanentiresetofcountrymarketsas

aunit,identifyinggroupsofprospectivebuyerswithsimilarneedsasglobalmarketsegmentanddevelopingamarketingplanthatstrivesforstandardizationwhereveritiscostandculturallyeffective,thecompanyhasadoptedwhatiscalledthe:

A)marketingconcept.

B)socialmarketingconcept.

C)globalmarketingconcept.

D)multidomesticmarketingorientation.

E)domesticmarketextensionorientation.

10.IfGermanylimitsthenumberofJapaneseballbearingsthatmayenteritscountrytoprotectitsdomesticindustryandreducerelianceofforeignsupply,itisusinga(n)_______asatradebarrier.

A)quota

B)voluntaryexportrestraint

C)orderlymarketagreement

D)tariff

E)standardmonetarybarrier

11.MichelePhillipshasjustbeguntounderstandtheFrenchcultureeventhoughshehaslivedtherefortwoyears.Shespeaksthelanguagealmostfluently,however,learningtoliveinFrancewillcertainlytaketime.Theprocessofhowapersonlearnsandadjuststoanewcultureiscalled:

A)socialization.

B)democratization.

C)areferencepath.

D)acculturation.

E)embodiment.

12.WhichofthefollowingcountriesscoresthehighestontheIDVindex(individualism/collectivism)suggestingthatitfollowsan"I"mentalityversusa"we"mentality?

A)Canada

B)France

C)Japan

D)Brazil

E)UnitedStates

13.The___________Indexmeasuresthetoleranceofsocialinequality.

A)Individualism/Collectivism

B)UncertaintyAvoidance

C)PowerDistance

D)CulturalValue

E)ConsumerBehavior

14.Electroluxoffersacold-washonlywashingmachineinAsiancountrieswhereelectricpowerisexpensiveorscarce.Thiswouldbeanexampleofacompanyconformingtowhichofthefollowingtermsorphrases?

A)standardization

B)"dumbingdown"

C)environmentalization

D)homologation

E)heterogeneity

15.TheWindsorGroupisconcernedthatconsumerswillnotbeabletogetsufficientsparepartsforthecompany'snewlineofairconditioners.WhichelementofproductcomponentmodelwouldbetheelementthatcontainsTheWindsorGroup'sconcern?

A)corecomponent

B)packagingcomponent

C)supportservicescomponent

D)communicationcomponent

E)globalcomponent

16.Whichofthefollowingisanothernameforparallelimporting?

A)indirectmarketing

B)graytrade

C)graymarketing

D)simultaneousmarketing

E)preferredmarketing

17.Ifafirmisconcernedonlywiththemarginalorincrementalcostofproducinggoodstobesoldinoverseasmarkets,itisengagedin____________pricing.

A)variable-cost

B)full-cost

C)breakeven

D)multi-level

E)predatory

18.Whichofthefollowingpricingstrategiesisknowntostimulatemarketgrowthandcapturemarketsharebydeliberatelyofferingproductsatlowprices?

A)skimmingpricing

B)penetrationpricing

C)demand-basedpricing

D)predatorypricing

E)competition-basedpricing

19.Sad-Ohsisathemednightclubthatisaimedattheover40’s.Whatkindofsegmentationisbeingusedbytheownersofthenightclub?

A)Age

B)Socio-economic

C)Geographic

D)Occupational

20.Ifthecostofproducingoneunitofaproductis$5andthefirmaddsamark–upof40%,whatistheresultingsellingprice?

A)$6.25

B)$9

C)$5.4

D)$7

二、填空题（每空1分，共10分）

1.Thetheorythatadollarbuysthesameamountofgoodsinvariouscountrieswhenconvertedintolocalcurrenciesatprevailingratesisp.

2.AccordingtoHofstede’sresearchonculturalvalues,thedimensionwhichdescribestheextentto

Whichthemembersofasocietyareuncomfortablewithunclear,ambiguousofunstructuredsituationsisnamedu.

3.Inordertocomparetherelativevaluesofcurrencies,managerscancheckthepriceofa

Bindifferentcountries.

4.Amarketthatwillemergeifaparticulareconomic,demographic,political,orsocioculturaltrendcontinuescanbenamedasimarket.

5.Thetechniqueofbacktranslationcanhelpincreasecandv

ofaquestionnaire.

6.Themostimportantinternationalpatenttreatyisp.

7.Foramarketwhichisculturallydistantanddifficulttoenter,themostappropriateentrystrategyisj.

8.Currentandexpectedmarketsize,p,andcompatibilityandf

arealcriteriausedbymarketerstomaketargetingdecision.

三、使用英语解释下列名词（每题5分，共20分）

1GlobalMarketing

2FirmspecificAdvantages

3MarketSegmentation

4ParallelImport

四、简答题（每题10分，共20分）

1Whatisadvertising?Whatdoesglobaladvertisingstrategyinvolve?Howcanyoubudgetforglobaladvertising?

2.Defineculture.Culturedealswithagroup'sdesignforliving.Commentandexplain.

五、案例分析题（30分）

美国大型日用产品公司宝洁公司因其在世界上营销做得最好而出名。宝洁公司用它属下的80多个品牌的产品，在世界范围创出了超过370亿美元的销售量。宝洁与联合利华公司都是全球主要的洗衣剂、清洗剂和个人护理产品的大公司。

宝洁在第二次世界大战后向国外扩张是通过向西欧出口其品牌和营销战略的手法，最初取得了相当大的成功。30年以来，这种先在美国开发新产品制定营销战略继而转移到其他国家的政策变得根深蒂固。而采取适合不同国家的营销方案的战略则考虑得很少。

这一战略不再灵验的最初迹象是在20世纪70年代，当时宝洁在日本受到几次大的挫折。到1985年，宝洁公司登陆日本13年后仍然亏损4000万美元。它曾把一次性尿布介绍到日本，一度占据80％的市场，但20世纪80年代初，它只占有日本可怜的8％的市场。3家大型的日本日用品公司在主宰市场。

宝洁公司的症结在于日本消费者不喜欢美国开发的臃肿的尿布。花王是一家日本公司，它开发了一系列更讨好日本人喜好的剪裁合体的尿不湿。花王用一种营销闪电战的方式介绍其产品，并很快获得市场30％的占有量。宝洁公司意识到必须改进其尿不湿产品，否则在日本无法进行竞争。它这样做了，赢得了30％的日本市场。另外宝洁的小巧的尿不湿在美国成了畅销品。

宝洁在日本洗衣剂市场有过类似的经验教训。20世纪80年代初，宝洁公司把喜尔牌洗衣剂引进日本。喜尔沿用在美国开发的、美国营销的那套理念在日本

促销——喜尔在任何温度下都起作用，并产生很多泡沫。而日本人都在冷水里洗衣服，广告中洗衣剂在任何温度都起作用这点似乎没有意义。且日本人喜欢在水中添加衣物柔顺剂，这就减弱了洗衣剂泡沫的效果，喜尔这种品牌的洗衣剂并没有广告里说得那么轰动。一场灾难性广告攻势后，宝洁意识到必须调整其营销内容。喜尔而今是以一种在冷水中添加柔顺剂后仍很起作用的产品定位来促销的，它现在成了宝洁公司在日本最畅销的产品之一。

宝洁在日本的一次性尿布和洗衣剂的经历迫使该公司重新思考其产