国际市场营销复习题Word文件下载.docx
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国际市场营销复习题Word文件下载.docx
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3.International_________isessentiallylongterm,incorporatinggeneralizedgoalsfortheenterpriseasawhole.
A.strategicplanningB.corporateplanning
C.tacticalplanningD.marketplanning
4.Qualitycanbedefinedontwodimensions:
market-perceivedqualityandperformancequality.Bothareimportantconcepts,butconsumerperceptionofaqualityproductoftenhasmoretodowithmarket-perceivedqualitythanperformancequality.
A.TrueB.False
5.ThecorecomponentconsistsofthefollowingsEXCEPT________.
A.trademarkB.productplatform
C.designfeaturesD.functionalfeatures
6.Manyconsumerservicesaredistinguishedby_____________.
A.IntangibilityandinseparabilityB.heterogeneityandperishability
C.BothAandBD.NeitherAorB
7.PESTinthemarketingenvironmentanalysisrefersto_________.
A.People,Economy,SocietyandTechnology
B.Political,Economic,SocialandCulturalissuesandTechnology
C.People,Economy,SocietyandTreatment
D.Political,Economic,ScientificissuesandTechnology
8.Thedatathatareavailablearecalled__________.
A.PrimarydataB.secondarydata
C.tertiarydataD.elementarydata
9.Inquantitativeresearch,usuallyalargenumberofrespondentsareaskedtoreplyeitherverballyorinwritingtostructuredquestionsusingaspecificresponseformatortoselectarespo9nsefromasetofchoices.
A.TrueB.false
10.Home-CountryMiddlemeninclude__________.
A.Foreign–CountryBrokersB.ImportJobbers
C.BothAandBD.NeitherAnorB
11.Themotivationofmiddlemenintheinternationalmarketingincludes_________.
A.cost,capitals,control,coverage,characterandcontinuity
B.Financialrewards,psychologicalrewards,communications,companysupport,andcorporaterapport
C.Financialrewards,psychologicalrewards,coverage,companysupport,andcorporaterapport
D.communications,companysupport,andcorporaterapport,coverage,characterandcontinuity
12.Somegeneraldistributionpatternsthataresimilargloballyinclude:
AProductLineBreadthB.NonexistentChannels
CBlockedChannelsD.Allofthem
13.Someofthemoreimportantforeign-countrymiddlemen,whofindmarketsforforeignmanufacturersinclude:
A.Foreign-CountryBrokersB.ManagingAgentsandCompradors
C.BothofthemD.Noneofthem
14.Whenusingtheinternetfordistributionpurposes,thefollowingfactorsshouldbeconsidered___________.
A.PriceB.advertise
C.NoneofthemD.Allofthem
15.TheMarketingandSalesPersonnelcanberecruitedfrom___________.
A.expatriatesB.localnationals
C.third-countrynationalsD.Allofthem
16.Performance-basedincentiveshavebeenfoundtobelesseffectiveinEasterEuropeancountriesthanintheUnitedStates.
17.Peoplewithculturalskillsshouldbeableto________.
A.displayempathyB.displayambiguity
C.practicetheSRCD.remainjudgmental
18.Ingeneral,pricedecisionsareviewedinthefollowingways:
A.Pricingasanactiveinstrumentofaccomplishingmarketingobjectives
B.Pricingasastaticelementinabusinessdecision
C.Bothofthem
D.Neitherofthem
19._______areoftensetonacost-plusbasis,i.e.,totalcostsplusaprofitmargin.
A.PenetrationPricingB.Full-CostPricing
C.Variable-CostPricingD.SkimmingPricing
20._______isthedirectexchangeofgoodsbetweentwopartiesinatransaction
A.BarterB.Compensationdeals
C.Counter-purchaseD.Buy-back
18.Theinternationalplanningprocessisconductedasthefollows:
(5)Matchingmixrequirement;
(6)Marketingplandevelopment;
(7)Preliminaryanalysisandscreening;
(8)Implementation,evaluation,andcontrol
B.(3)-
(2)-
(1)-(4);
D.
(1)-(4)-(3)-
(2);
19.Whichofthefollowingmethodsisthegreatestcontrolandthegreatestriskofalltheforeignmarket-entrystrategies?
A.ImportB.Distributor
C.LicensingandfranchisingD.Directforeigninvestment
20._________isconductedatthehighestlevelsofmanagementandealswithproducts,capital,andresearch,andlong-andshort-termgoalsofthecompany.
A.StrategicplanningB.Corporateplanning
C.TacticalplanningD.Marketplanning
21.Qualitycanbedefinedontwodimensions:
market-perceivedqualityandperformancequality.Bothareimportantconcepts,butoftenperformancequalityhasmoretodowithmarket-perceivedqualitythanconsumerperceptionofaqualityproduct.
B.TrueB.False
22.ThepackagingcomponentconsistsofthefollowingsEXCEPT________.
A.trademarkB.warranty
C.brandnameD.styling
23.Manyconsumerservicesaredistinguishedby_____________.
B.IntangibilityandheterogeneityB.inseparabilityandperishability
24.STPinthemarketingstrategiesrefersto__________.
A.Segmentation,TargetingandPositioning
B.Separation,TargetandPosition
C.Sales,TargetandPurchase
D.Segmentation,TargetingandPurchase
25.Thedatathatarecollectedforparticularprojectsarecalled__________.
B.PrimarydataB.secondarydata
26.Inqualitativeresearch,ifquestionsareaskedtheyarealmostalwaysopen-endedorin-depth,andunstructuredresponsesthatreflecttheperson’sthoughtsandfeelingsonthesubjectaresought.
27.Home-CountryMiddlemeninclude__________.
A.Manufacturer’sExportAgentB.ExportJobbers
28.ThesixCsofchannelstrategyincludes_________.
E.cost,capitals,control,coverage,characterandcontinuity
F.cooperation,corporation,consumer,communication,convenience,andcost
G.consumer,communication,convenience,andcost,coverage,andcorporation
H.communications,companysupport,andcorporaterapport,coverage,characterandcontinuity
29.Distributionin______haslongbeenconsideredthemosteffectivenon-tariffbarriertotheJapanesemarket
A.U.S.B.U.K.
C.FranceD.Japan
30.Someofthemoreimportantforeign-countrymiddlemen,whofindmarketsforforeignmanufacturersinclude________
B.Home-CountryBrokersB.Munufactury-AgentsandCompradors
31.Whenusingtheinternetfordistributionpurposes,thefollowingfactorsshouldbeconsidered___________.
C.PromotionD.Allofthem
32.Salesandmarketingexecutivescanberecruitedvia_________.
A.newspaperB.employmentagencies
C.executivesearchfirmsD.allofthem
33.CompensationintheUnitedStatestypicallyinvolveagreateremphasisonbasepaythaninEasternEuropeancountries.
A.TrueB.False
34.Peoplewithculturalskillsshouldbeableto________
A.putupambiguityB.laughatthings
C.CriticizetheSRCD.conveyanegativeregard
35.WhichofthefollowingsisNOTtrueconcerningaboutthecontrollingprice?
A.Themorecontrolacompanyhasoverthefinalsellingpriceofaproduct,thebetteritisabletoachieveitsmarketinggoals
B.Itisnotalwayspossibletocontrolendprices
C.Broaderproductlinesandthelargerthenumberofcountriesinvolved,themorecomplextheprocessofcontrollingpriceschargedtotheenduser.
D.Itisalwayspossibletocontrolendprices.
36._______isusedtostimulatemarketgrowthandcapturemarketsharebydeliberatelyofferingproductsatlowprices
A.PenetrationPricingB.Full-CostPricing
37._______isthepaymentingoodsandincash.
38、Theinternationalplanningprocessisconductedasthefollows:
(9)Preliminaryanalysisandscreening;
(10)Marketingplandevelopment;
(11)Matchingmixrequirement;
(12)Implementation,evaluation,andcontrol
B.
(1)-(3)-
(2)-(4);
39、Whichofthefollowingmethodsisthegreatestcontrolandthegreatestriskofalltheforeignmarket-entrystrategies?
A.DirectB.Strategicalliances
C.InternetD.Distributor
40、_________pertainstospecificactionsandtotheallocationofresourcesusedtoimplementstrategicplanninggoalsinspecificmarket..
C.TacticalplanningD.Globalplanning
41、Qualitycanbedefinedontwodimensions:
market-perceivedqualityandperformancequality.Theformerismoreimportantthanthelater.Soconsumerperceptionofaqualityproductoftenhasmoretodowithmarket-perceivedqualitythanperformancequality.
C.TrueB.False
42、ThesupportservicecomponentconsistsofthefollowingsEXCEPT________.
A.installationB.warranty
C.productplatformD.deliveries
43、Manyconsumerservicesaredistinguishedby_____________.
A.perishabilityandinseparabilityB.heterogeneityandintangibility
44、4Psinthetraditionalmarketingmixrefersto_____
A.People,Price,PromotionandPlace
B.Product,Price,pr
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