市场调研是为提高产品的销售决策质量，解决产品销售中的问题或寻找新的发展机会，系统客观搜集记录整理市场数据信息，以认识市场发展变化的规律，为市场决策提供有用的信息。国际市场调研是运用科学的调研方法和手段系统的搜集记录整理分析有关国际市场的各种基本情况及其影响因素，以帮助企业制定有效的市场营销决策，实现企业的经营目标。
研究过程是指营销研究人员对信息进行收集,取舍和分析的这样一个过程,其过程都由以下步骤组成: 明确要进行研究的问题,确立研究目标;决定达到研究目标的信息来源;考虑研究活动的成本与收益;收集有关第二手或第一手资料,或两手资料都收集;对结果进行分析,解释与总结;将结果有效地传递给决策者.
产品组件模型是指把产品的多方面特性分成三个成分.利用这个模式,左右市场对某种产品接受的文化,物资和强制性因素的影响可以集中于核心成分,包装成分和支持服务成分。核心组成部分是其物理产品的核心与平台，它包含组成了该产品的关键技术和所有设计与功能的特点，产品的物理特性及其所有功能应该审查作为潜在的候选人。包装组成部分，包括了其风格特征、指示、标签、名称、质量、价格和产品软件包的所有其他方面，在消费者心目中每一要素的重要性都取决于该产品的设计服务的需求，营销人员必须检查每一个组件的包装，必须保证这个产品的一部分传达适当的意义和价值提高到一的新的市场，否则可能会措手不及。支持服务组成部分，包括了维修和保养，指示、安装、保证、交货和备件供应。是许多营销方案的成功要素之一。
全球品牌，是只在全世界范围内使用某个名称商标设计符号记号等及以上的一切组合，只在标识某一个商家的商品或服务，使之与竞争对手区别开来。
绿色营销用来指形形色色的营销活动对环境所造成的影响及其后果的关注。
分销过程是指在每一个国家和市场，无论是在农村还是城市，无论贫穷还是富裕，所有的消费品和工业品最终必须经历的一个分销过程。分销过程包括产品的运输和配送，所有权的转移以及制造商与中间商，中间商与消费者之间价格买卖谈判的一个过程。
分销结构是指通过这一结构将产品从制造商到使用者手中的转移过程。
外派，是指选用本国人员担任海外营销或销售人员从事相关活动。转移定价是指为了增加整个公司的最终利润，可以对公司设在不同地区和国家的生产或者销售单位之间进行价格调整。
撇指定价法，是指在产品生命周期的最初周期，把产品的价格定的很高，以攫取最大利润的做法，当企业的目的是进入一个价格弹性小，消费者愿意为获得产品价值而支付高价的细分市场是可以采用撇脂定价法
国际市场调研者的任务是什么？国外环境是如何使之趋于复杂化的？
国际营销人员的主要任务是为所出现的问题提供即时、准确的信息。这些信息能够用来设计和执行成功的营销方案。系统的搜集记录分析资料，为营销者提供有用的信息。
在国外环境中，在二手资料缺乏，或没有已收集的资料，或者说收集资料的方式不对，已有的资料不可靠的情况下，这项任务是很复杂的。在很多国家，国家荣誉优于数字精确性，二手资料首先是意见其次才是事实。关于二手资料的一个难题涉及到他的可比性和可用资料实效性。有时候，资料不具有时期间的比较性，也不具有时效性，或者他们是在预测的基础上收集的。国际市场营销研究另有两大困难:第一,信息的传递必须跨越文化边界.第二,在外国市场上利用研究工具进行研究的环境与国内不同.因此,在外国环境中,大多数国际营销研究人员面临的挑战来自三个方面:重点所需的信息类型常常不同,克资利用的合适的工具与技术的种类常常有限,以及进行营销研究会遇到许多困难.
为什么在国外营销研究中确立研究问题颇为不易？
之所以在国外营销中心确立问题不容易是因为国家与国家之间的文化有差异，大量的需要被决策者了解的信息不能获得。因为对国外环境的不熟悉会使研究者看不到要研究的问题，
所以国外营销研究的情况不容乐观。国外营销另外的难点来源于不能成功地对所有相关变量进行限制。这些限制应改包括一个比国内研究所需范围更广的要素体系，从而抵消研究者对国外市场的不熟悉。国内研究者通过在该国生活所获取的大多数信息对国外市场研究者来说是不适用的。所以，因为他（她）不能掌握所要研究问题的所有变量，这就限制了他（她）确立问题的能力。结果就导致了不能清楚地确定问题或定义的问题太狭窄这样的趋势。
讨论在国外市场收集二手资料的困难所在
首先，特定区域市场详细资料的可获得性。像销售者、零售商、生产者和便利服务这些项目的数量经常缺失，甚至连关于人口，收入方面足够的数据也不能获得。其次，可获得的二手资料的可靠性。当可以获得充足资料时，这些资料需被仔细检查。他们可能夸大、缩小或存在漏洞。可获得资料的可比性和及时性。在很多国家，特别是欠发达国家，资料很多年没有被更新的同时，资料收集的程序上常常不及时，也不具预测性。更进一步的是，经常没有可用的能和当前数据对比的历史性数据。在任何国家，包括美国的二手资料中获取的数据都要被仔细的检查。在实践中，为了评价数据资源的可靠性，以下问题需被问到：谁收集了数据？有没有掩盖真相的目的？资料收集的目的是什么？怎么收集的？这些资料在说明已知数据来源和市场因素上是否具有普遍的一致性和逻辑性？
在许多文化中，有关个人的情况属于神圣不可侵犯的隐私，绝对不会与陌生人讨论。”
这是在收集原始资料的一个主要问题。这个因素造成了在收集原始资料方面一些非常困难和具挑战性的问题。这也是在市场研究调查中被访者不愿意回答问题或不参与调查的原因。在很多文化中，家庭主妇所承担的角色导致她不能接触陌生人，就更不要说回答陌生人提出的私人问题了。在另外一些文化中，比如说，法籍加拿大人倾向于对家庭事务持保留态度，所以他们不会回答这方面的问题。在其他的文化中，男性在任何情况下都不会回答关于他私人行为方面的问题。这些和另外的因素检测了国外市场研究者的创造性。为了获取特定类型的信息，他必须处理这些类型的问题。
.简述在市场调研中出现的主要问题
在国外环境中，在二手资料缺乏，或没有已收集的资料，或者说收集资料的方式不对，已有的资料不可靠的情况下，这项任务是很复杂的。在很多国家，国家荣誉优于数字精确性，二手资料首先是意见其次才是事实。关于二手资料的一个难题涉及到他的可比性和可用资料实效性。有时候，资料不具有时期间的比较性，也不具有时效性，或者他们是在预测的基础上收集的。国际市场营销研究另有两大困难:第一,信息的传递必须跨越文化边界.第二,在外国市场上利用研究工具进行研究的环境与国内不同.因此,在外国环境中,大多数国际营销研究人员面临的挑战来自三个方面:重点所需的信息类型常常不同,克资利用的合适的工具与技术的种类常常有限,以及进行营销研究会遇到许多困难
海外市场调研者必须掌握三大技能来识别有用的市场信息，它们分别是什么？
定义原产地效应，并举例说明。
原产地效应被定义为产品的设计、制造、装配地对消费者对产品的积极或者消极的看法的影响，如今在全球市场竞争的公司在世界范围内生产产品，因此当消费者了解到原产地时，产品的生产可能会影响产品或品牌的形象如法国葡萄酒、德国啤酒、瑞士钟表等都是一些优良的原产地品牌。
讨论产品选择及三种营销战略;国内市场扩张战略.国别市场战略和全球市场战略.
(1)国内市场扩张战略:这一观念是指国内公司力图把国内产品销售到国内市场去.它把国家业务看成是第二位得,是国内业务得延伸,其主要动机是解决生产能力过剩问题.国内业务得到优先考虑,国外销售被视为国内业务有利可图的延伸.即使花大力气寻求国外市场,企业的
导向也基本上是国内的,采用这种营销方法的公司属于本国中心导向.(2)国别市场战略:公司一旦意识到海外市场差异的重要性以及海外业务的重要性,公司的国际经营导向可能会转变到国别市场策略.以这一观念为导向的公司,强烈意识到各国市场大不相同,需要对每一个国家制定几乎独立的计划,才能取得成功.与此为导向的企业以国别为基础开展营销,对于每一个国家,分别采用不同的营销策略.(3)全球市场战略:全球营销观念将一组国家市场视为一个单位,把具有相似需求的潜在购买者群体归入一个全球细分市场,只要成本低,文化上可行,就制定谋求标准化的营销计划.
一国市场的老产品可能是一国市场的新产品.请进行充分讨论.
营销者必须充分认识到在一国市场获得认可且正处于顶端或处于产品生命周期末端的产品可能是另一国市场上的新产品.文化的差别是导致这种情况发生的根本原因.因此在一国市场上曾经被认可过的老产品由于文化的差异依然可以在另一国取得成功.。
如果某产品在达拉斯好销,在东京或柏林也一定好销.”请进行讨论.
基本上说来,所有市场上对产品的需求都是一样的.随着收入的增加,相类似的需求会变得更普遍.特别是当每一个人都希望过好生活的时候.这里需要考虑的是:当从一种文化跨越到另一种文化时,不同的民族特征和不同的经济发展阶段在很大程度上决定了消费者行为.因此,每个群体放映在消费者行为上的对“美好生活”的解释非常依赖于文化遗产.因此题目中那种论断是非常错误的而且它代表了一种经常会导致国际营销失败的态度
讨论“环境友好”产品和产品开发。
环保产品和产品开发有着密切的关系，影响产品发展的两个关键问题是该固体废物和消费者对环保产品的需求包装组件。因此，绿色营销是用来识别与各种各样的营销活动对环境的影响表示关注的一个属于。此外设计一个产品是环保是自愿的，环保能否成功，视选择环保产品的消费者而定。当开发一个产品时更应该侧重与环保。
政府采购扩大和国家采购代理公司的出现是如何营销分销渠道结构的？
政府又是使用者又是中间商，其不断的成长将新的重点放在营销垄断上。政府对经营工业品和商品特别重要，中间商从最强势的政府合同中得到利益并可以省去很多繁杂的公事程序。总之，政府交易需要直接的合同或单个本地中间商这样比较短的渠道。
尽可能说明在高度发达的国家和欠发达的国家所遇到的渠道模式的可能差异。
欠发达国家对中间商的态度基本是消极的，而发达国家则能够完全接受中间商。这种态度之所以在欠发达国家存在是因为那里的人们重视生产，他们认为中间商是没有效率的，结果中间商的功能只能在边上悄悄进行，这使得分销变得非常困难，并且分销只能在很小的范围内进行。而发达国家则常常存在着很大规模的中间商。贫穷的国家挣扎在温饱线上，他们不会像发达国家那样依赖贸易。因此并不重视分销。分销在欠发达地区是缓慢无效的因为人口分布广、存货量少、资本成本高，中间商少限制大。发达国家与此相反。
讨论克服渠道不畅的种种方法。
购买中间商的股权从而进入该渠道。通过保证金，合同分红或其他形式的现金支付购买分销可以疏通渠道。寻找替代渠道或新的渠道能够解决困境。成本最高方法是公司建立自己渠道。本国外派的销售经理在管理外籍销售人员时，可能会碰到哪些问题?
销售过程难以监督：销售人员往往独立在外经手销售等业务，管理者对其在外具体活动难以控制。销售积极性难以激发：外派的管理者往往福利待遇比较好，因此缺乏对整个团队管理的积极性，同时因为文化差异与外籍人员的沟通有所欠缺，难以激发其销售积极性。销售责任难以界定：因为对当地法律等制度的不了解，容易造成管理上的疏漏，以致难以界定销售责任。销售业绩难以考核：各地区销售基础和发展潜力都各有不同，但业绩考核标准较为单一，使得销售业绩难以得到公平客观的考核。
娴熟的文化技巧是可以培养的吗？
如一个人能掌握高明社交技巧一样（就是说他在各种社交场合都能从容应付，总是处于主动地位）我们也可通过学习来培养娴熟的文化技巧，这种文化技巧在不同的文化背景之下的作用也和高超的社交技巧相似，似的人们即使不了解某种特定文化的详细情况，也能应付自如。如果国际商务通用语言是英语，那为什么培养外语技能很重要？
学习语言可以增强对文化的了解并改善商业关系，在商界想要得到重视，驻外人员至少能用当地语言进行交流，应聘者至少会说一门外语，哪怕这门外语在特定的工作中并不需要，但至少能够清楚的表达愿意了解其文化。在国际经营当中，掌握外语是成功的必要条件之一。在海外销售时，为什么控制最终价格会如此困难？
在试图操纵产品在国外的最终价格时，有很多变数需要考虑。包括：进口关税、倾销关税、销售税、分销渠道成本、附加中间产品成本、运输成本。当进行海外销售时要控制最终产品的价格是很困难的。由于价格升级的程度不一，因此价格升级也是一个主要原因。还有在一些国家存在的暴利，也干扰了消费价格的控制。倾销，被赋予了不同的意义，为了各式各样的价格而制定的不同的法律也给了倾销不同的待遇。在海外运营的公司只有通过价格变化和能引起价格波动的汇率波动来进行自我保护。另外，许多海外零售商不喜欢价格竞争并试图通过降低或抬高价格来避免这种竞争。
试解释“价格升级”概念及为什么它会误导国际营销者。
价格升级是由于因关税、税收、繁冗的分销体系等导致的成本增加而引致的价格增加。它会误导很多国际营销者以为因为在国内市场拥有更合理价格的货物而在国际市场上支付昂贵的价格会增加在外国市场的利润。而这却与很多现实的状况相反：价格升级而不是额外的利润，导致了高价格。
请就通货膨胀与通货紧缩引起的定价问题的讨论。
通货膨胀导致消费者价格攀升，消费者面临升高的价格并逐渐地被排除在市场之外。另一方面，通货紧缩降低价格并对消费者产生正的成效。但两者都会对供应链上的任何人施加降低成本的压力。在一个通缩的市场，公司保持低价并提高品牌价值以取信消费者是很必要的。不管通胀还是通缩，出口商都必须对控制价格升级加以重视。
为什么在国际营销中，对成本的估计会如此困难？
国际营销中对成本股价困难的原因有：1、税收和关税2、中间成本3、运输成本4、金融和风险成本。这些因素在国际市场上变化很大，而且由于流通变化的原因，更加重了国际营销中成本的估价问题。
试述买方要求卖方开展反向贸易的各种理由。
买方要求卖方开展反向贸易有各种理由。最重要的是硬通货短缺，这是最普遍的。但是，当一国大量制造某种商品却只有很低的市场需求时，这个国家也会提供这种商品进行互购以摆脱超额供给。总的来说，当商品的市场容量很小时，就会将其以用于反向贸易。将商品用于反向贸易的另一个原因是这个国家没有建立出售货物的国际性市场，这种货物的国际性市场存在但该国却没有能力进入这个市场，因此就将商品用于反向贸易。
International private enterprises external constraints and the Government Service Innovation Abstract: In the opening to the outside world situation growing, private enterprises can not be separated from the internationalization of the rational power of the Government. This paper analyzes the internationalization of private enterprises of the external constraints, a private enterprise internationalization of innovation need to government services. Keywords: private enterprises of the external factors of international service innovation With the world economy, increasing globalization, China has become the world's fourth-largest economy, including private enterprises in economic development by increasing the role. Private enterprises are faced with not only the competitiveness of domestic firms and foreign multinational companies are faced with challenges. Therefore, expanding the opening up of the situation, the private enterprises to develop and grow, not only to make use of domestic markets and resources, but also going out to implement the strategy and the internationalization of private enterprises, in a broader competitive environment to meet the challenge. Towards world-class enterprise can not be separated from the support of the Government, the Government should be private enterprise to provide a good environment, strengthening innovation services. International private enterprises external constraints At present, the development of private enterprises in China has made great achievements, but our small and medium-sized private enterprises still dominated the majority of private enterprises through the first start of the primitive accumulation period, being the second business, the implementation of international strategy, international operations, enterprises must create a certain degree of accumulation and the capacity and conditions. However, the internationalization of private enterprises of the potential hindering the external environment, so that many companies fall into the plight of the development. (A) financial bottlenecks encountered At present, private enterprises, especially those in the survival of small and medium-sized financial institutions from the public it is difficult to obtain adequate financing for development. These enterprises can apply for loans to small, low visibility due to take the way of external financing is very difficult. Most of them only through self-financing and non-formal channels of access to capital financing. High-risk and cost of financing and financial situation of the shortage of channels for private enterprises has seriously hampered the pace of foreign trade, and even lead to business in the international competition of mortality. Small and medium-sized private
Section 1: Multiple Choices (75%) This section has 30 questions, each worth 2.5%. For each question, you must choose ONLY one choice which you think best fits in. Please transfer the code of your choice into the attached Answer Sheet. 1.Marketing seeks to create and manage profitable customer relationships by delivering ________ to customers. https://www.doczj.com/doc/d813181142.html,petitive prices b.superior value c.superior service d.superior promotion e.product assortment 2.Customer satisfaction depends on the product’s perceived value relative to the buyer’s ________. a.cost of obtaining the product b.expectations c.cost of competing products d.cost of the lost experience e.all of the above 3.To reduce demand for space on congested expressways in Washington, D.C., the Metropolitan Washington Council of Governments has attempted to engage in ________. a.target marketing b.deregulation c.demarketing d.gray marketing e.integration 4. Your firm is attempting to divide up the total market to determine the best segments it can serve. Which is the correct order of doing so? a.market segmentation, target marketing, market positioning b.target marketing, market positioning, market segmentation c.market positioning, market segmentation, target marketing d.market segmentation, market positioning, target marketing e.mass marketing, demographic segmentation, psychographic segmentation
《国际营销》期末论文 班级：Z0902 姓名：于涛学号：09 The Role of Government Abstract: The purpose of the passage is to describe the role of government in the market. Key words: Government market role develop The word’s markets are overseen by governments. Ideally, those governments set polices based on what they believe will serve the greatest number of their people to the greatest extent. The maintenance of nation borders is the single most important element that separates international trade from domestic trade. While consumers and producers make most decisions that mold the economy, government activities have a powerful effect on the market. Incubate special research, business and development, such as small businesses, space research, job training, unemployment insurance and more. Perhaps most importantly, the federal government guides the overall pace of economic activity, attempting to maintain steady growth, high levels of employment, and price stability. It can slow down or speed up the economy's rate of growth -- in the process, affecting the level of prices and employment. It is supposed to create and administer laws which are fair and equitable. Imagine any team sport without rules or referees. Experience has shown that neither the teams nor the fans find this acceptable. Without an independent referee disputes in a game could not be resolved. Most fans and teams are willing to put up with the occasional bad call rather than no calls at all. The same thing applies in government. Lately there has been a great deal of discussion about the power of the free market to regulate itself or the "invisible hand" to sort things out. Hundreds of years of experience had shown this not to work. Time and again markets have become unstable, either with bubbles such as the famous tulip mania or the "South Sea Island" bubble, or have become overly concentrated such as the standard oil trust. This leads inefficiency, since prices are distorted and resources are diverted from innovation and expansion of socially useful tasks. Without a referee the situation eventually fails anyway, but later and with more social damage than a well regulated society would provide. Modern society is going to continue to have government perform all functions. These have developed because there was a need, and because they worked more often than they failed. Progress will be made when the critics stop trying to turn the clock back to an imaginary past and devote their energies to optimizing what we have. "Liberals" can also do their part by focusing the discussion on the roles listed above and proposing improvements targeted to each sector. In fact, government plans important roles in the market. Government can protect and regulate the sustainable use of natural resources. Enforce and regulate fair and responsible business practices. Included in this is monitoring monetary policy, giving consumer protection and regulating banking practices. Determine and enforce civil laws of property and conduct. This includes the freedoms of the press, religion and rights of property. Provide public goods and services for the well-being of the community as a whole, such as infrastructure, vaccination programs, disaster relief, fireworks shows, public parks, basic healthcare, subsidized housing,
2006学年第一学期期末论文 International Marketing Plan ——Hisense Group
课程名称：国际营销 任课教师：韩广义 学生姓名：许康 I Company Profit: Hisense brand was recognized as a Famous Trademark in China by the State Administration of Industry and Commerce on January 5, 1999. Founded as Qingdao No.2 Radio Factory in 1969.Hisense in Chinese connotes an ocean-like broad vision and credibility that Hisense always values. The English name Hisense is composed of “high” and “sense”, which connote Hisense’s persistent pursuit of high technology, high quality and high taste.Hisense has now developed into a multibillion dollar global conglomerate, which has two listed companies (Hisense Electric Co., Ltd. (600060), on the Shanghai Stock Exchange, and Hisense Kelon Electrical Holdings Company Ltd. (000921), on the Shenzhen and Hong Kong Stock Exchanges)。owns three famous trademarks (Hisense, Kelon and Ronshen)。and provides a wide range of products and services includin g “multimedia”, “homeappliances”, “telecommunications” and ”information technology”. Adhering to its development strategies stressing sound technological foundation and robust operation, Hisense expands its business into high-end industries and also into the top tiers of those industries through continuous technological research and development. It is making unremitting efforts and developing successive innovations together with its 60,000 employees around the world for the same dream---developing Hisense into an enduring enterprise and global brand. Around the world,Hisense has production bases
1 ? 2010 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. chapter1 What are the recent trends in world trade? Will expansion of world trade in the future follow these trends? Global Linkages: Global linkages bind countries, institutions, and individuals more closely than ever. World trade opens up entirely new business horizons （界限，范围）. Domestic Policy Repercussions(影响): Exchange rates have begun to determine the level of trade. The global market imposes increasingly tight limits on national economic regulation and sovereignty(国家主权）. Chapter2 1. List and briefly describe the five elements of success that are required for an international marketer to take advantage of and thrive in developing markets. Research - learn about the needs, aspirations, and habits of targeted populations. Creating Buying Power - allowing consumers with no collateral to borrow money. Tailoring Local Solutions - combine advanced technology with local insights. Improving Access - by providing access, it could lead to a thriving business. Shaping Aspirations - ideally suited products to match consumer demand. 2.From the international marketer's point of view, what are the opportunities and problems caused by increased urbanization in developing countries? Wu Chapter4: 1.List and briefly describe the elements of culture. a) Language b) Nonverbal Language c) Religion d) Values and Attitudes e) Manners and Customs f) Material Elements g) Aesthetics h) Education i) Social Institutions j) Sources of Cultural Knowledge 2.List and briefly describe the dimensions of culture used in Cultural Analysis a) Individualism-“I ” consciousness versus “we ” consciousness; b) Power distance- level of equality in a society; c) Uncertainty avoidance- need for formal rules and regulations d) Masculinity- attitudes toward achievement, roles of men and women.
国际营销(英文版)重点
华北科技学院 课程设计说明书 班级：国贸B08- 3 班 姓名（学号）：彭龙耀（200804014305） 设计题目：市场营销策划与实现 设计时间：2010年12月20日至2011年1月6日评语：
评阅成绩：评阅教师： 目录 一、课程设计概述 (1) 二、第一季度营销计划 (5) 三、第二季度营销计划 (10) 四、第三季度营销计划 (15) 五、第四季度营销计划 (21) 六、第五季度营销计划 (26) 七、第六季度营销计 第 3 页共 54 页
划 (32) 八、第七季度营销计划 (37) 九、总结 (41) 一、课程设计概述 （一）课程设计目的 通过本课程设计，帮助学生系统地学习、实践和体验营销完整方法体系，从营销环境机会分析到发展营销战略，以及制定具体营销计划和持续的营销管理；帮助学生实践和体验真实的竞争环境；使学生们通过模拟过程体验合作精神、学会如何同一个小组一起工作；更大地激发学生的学习热情。（二）课程设计所需条件 现代管理实验室计算机与网络设备、世格SimMarketing（即Simulate 第 4 页共 54 页
Marketing模拟市场营销）营销模拟系统软件V3.0。 （三）课程设计基本流程 （1）营销设计的过程分为多个季度逐次展开。在模拟的开始，营销小组将得到经济新闻、市场调查研究报告、公司经营报告等信息。 （2）营销小组根据各种信息分析市场机会和挑战，评估公司的优势劣势，通过小组充分讨论发展公司的战略，然后做出具体的营销计划。 （3）小组的决策和竞争者的决策全部完成以后，SimMarketing 将模拟市场运作，产生结果，并且开始进入下一个季度。 （4）营销小组将以经济新闻、产业报告和公司经营报告的方式接收到上个季度的市场运作结果，从而得到关于市场和竞争对手的详细资料。 （5）通过对于新信息的分析和战略战术的调整，营销小组在接下来的八个季度中逐步完成持续的营销管理运作。 第 5 页共 54 页
SECTION 1: True and False
英文版市场营销学期末考试11
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SECTION 1: True and False
1，international marketing（国际营销）： is the performance of business activities designed to plan,price,promote,and direct the flow of company’s goods and services to consumers or users in more than one nation for profit. 国际营销是指对商品和劳务流入一个以上国家的消费者或用户手中的过程进行计划、定价、促销和引导，以便获取利润的活动。 2.Self-reference criterion(SRC)自我参照标准 The SRC is an unconscious reference to one’s own cultural values,experience, and knowledge as a basis for decisions. 是指无意识的参照个人的文化价值观、经验和知识，作为决策的依据。 3. ethnocentrism 民族中心主义 Ethnocentrism is the notion that people in one’s own company,culture,or country know best how to do things.’ 4.如何避免SRC建立全球意识？ 1.Select individual(个人的，独特的）managers specifically for their demonstrated global awareness 选择有全球意识的个人经理 2.Personal relationships in other countries. 在其他国家的人际关系 3.Successful long-term business relationships with foreign customs 和外国长期的贸易关系 4.Have a culturally diverse senior executive staff or board of directors 有一个多元文化的高级主管或者董事会
英文版国际营销学期末试卷4 A, True or False (2’X10=20’) 1.Items sold in the convenience stores are usually more expensive than similar items sold in the supermarket. 2.The marginal effect of advertising on sales is always same throughout different stages of new product diffusion. 3.Strategy guru Michael Porter’s three “generic” strategies are: cost leadership, diversification, and focus. 4.The sales quantity of a new product is evenly distributed in different time periods. 5.Post-purchase satisfaction is a function of the co nsumer’s product expectations and the product’s perceived performance. 6.Personal communication is a more efficient way to increase consumer’s new product awareness level than advertising 7.New product development involves very high cost and risks of failure. Therefore, companies should not develop new product. 8.The higher the price, the lower the demand, given others constant. 9.Product line extension could possibly damage the reputation of the mother brand. 10.Marketing is both an art and a science—there is constant tension between the formulated side and the creative side. 1,T 2,G 3,F 4,F 5,T, 6,F 7,F 8,F 9,T 10,F B. Multiple Choices (3’x10=30’) 1, The characteristics of services include the following components EXCEPT: a, distinctiveness b, intangibility c, perishability d, inseparability 2, What is the objective of quantity discount to the consumers? a, provide more welfare to the consumers b, extract more consumer surplus c, attract more customers d, none of the above 3, General Mills offers different product lines in China market from those in US.
Section 1: True or False 1. ( T ) Marketing is managing profitable customer relationships. 2. ( F ) Personality is a person's pattern of living as expressed in his or her psychographics. 3. ( T ) Demographic segmentation can be used to divide the market by different time periods of people's lives and different family situations. 4. ( T ) In evaluating different market segments, a firm should look at three factors: segment size and growth, segment structural attractiveness, and company objectives and resources. 5. ( T ) Branding can add consumer value to a product. 6. ( F ) EDLP is very similar to high-low pricing. 7. ( T ) Pricing strategies tend to change and evolve as the average product passes through its life cycle. 8. ( F ) When using product bundle pricing, sellers combine several of their products and offer the bundle at an increased price for increased profit. 9. ( T ) A major role played by intermediaries is to buy large quantities of products from many producers and break them down into the smaller quantities and broader assortments wanted by consumers. 10. ( F ) Department stores carry narrow product lines with deep assortments within those lines SECTION 2: Multiple Choice：Choose Just One Answer (Total 20, 2 Marks/Question) 1.At what stage of the PLC (Product Life Cycle) can a higher price usually be charged? （A） A.Introduction B.Growth C.Maturity D.Decline E.R&D Era 2. Selecting which segments of a population of customers to serve is called ______C.__ A. Customization B. Positioning C. Targeting D. Segmentation. 3. The store carries a mix of automotive, outdoor, sporting, and decoration goods as well as house wares. What term would describe its product line? (B) https://www.doczj.com/doc/d813181142.html,plexity B.Breadth C.Depth