商务英语营销.docx
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商务英语营销.docx
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商务英语营销
《国际市场营销》复习题
一、单项选择题(本大题共20小题。
每题1分,共20分)
1.WhichofthefollowingisNOTtrueaboutmarketing?
B
A.Marketingisaprocess.
B.Marketingcanonlyinvolvetwoparties
C.Marketinginvolvesproducts,pricing,promotion,andplace.
D.Marketingcanbeusedforideas,goods,orservices.
2.ChangesinexchangeratesD.
A.routinelyreinforcethestrengthoftheUSdollar
B.havelittleimpactoninternationalmarketingefforts
C.occurveryinfrequently,ifatall
D.complicatetheexchangeofonenation’scurrencyforanother’s
3.WhichofthefollowingisNOToneofthelargestindustriesintheUnitedStates?
D
A.Import-exporttrade
B.Tourism
C.Agriculture
D.Manufacturing
4.Whatisthetheoryofabsoluteadvantagebasedon?
C
A.Thecountrywithmoreexportsthanimportshastheabsoluteadvantage.
B.Thecountrywithmoreimportsthanexportshastheabsoluteadvantage.
C.Thecountrywiththemostoveralltradeinexportsandimportshastheabsoluteadvantage.
D.Thecountrythatexportsthegoodsandservicesitismostproductiveinprovidinghastheabsoluteadvantage.
5.IntheAstageoftheinternationalproductlifecycle,goodsareproducedinthehomecountrybecauseofuncertaindomesticdemandandtokeepproductionclosetotheresearchdepartmentthatdevelopedtheproduct.
A.introduction
B.growth
C.maturity
D.decline
6.Allbutwhichofthefollowingfactorsdirectlyaffectmostcompanies’pricingdecisions?
D
A.Competition
B.Governmentregulations
C.Grossdomesticproduct
D.Manufacturingcosts
7.NongfuSpringisamineralwatermanufacturerthatdonated2centsofeachbottleofmineralwateritsellstotheHopeProject.Whichtypeoforientationthecompanyhas?
C
A.Promotion
B.Production
C.Societalmarketing
D.Sales
8.Mark’scompanymarketsgolfclubpolish.Markknowsthatbuyersmayconsidertheproductnonessential,andheassumesthatifhehiresateamofaggressive,persuasivesalespeople,buyerswillbuymoreofthepolish.MarkhasaC.
A.productionorientation
B.customerorientation
C.salesorientation
D.marketingorientation
9.Jack’scompanydoesanexcellentandefficientjobofchurningthousandsofCan-Openersofftheassemblylineeveryday.Oneproblemwiththis(B)approachtomarketingisthefailuretoconsiderwhetherCan-Openersalsomeettheneedsofthemarketplace.
A.customerorientation
B.productionorientation
C.marketingorientation
D.salesorientation
10.Lilyisafoodsciencemajoratuniversityandhopestooperatearestaurantaftergraduation.LilyhasbeenadvisedtotakeamarketingcourseintheSchoolofBusiness,butshethinksthiswouldbeawasteoftime.Youareherfriendandmarketingmajor.YouadvisethatA.
A.marketingknowledgehelpLilytounderstandhowshecansatisfyconsumers’needsandwants.
B.themainreasontotakemarketingbetoteachLilyhowtoadvertisetherestaurant.
C.Lilydeclareabusinessminorbecausesheneedsabackupcareer.
D.morenutritionandgourmetcookingclassesbemostusefulforLily.
11.YouareconcernedwithmanagingtheexchangebetweentheRedCrossanditsblooddonators.Whichofthefollowingcostswouldyouhavetobeconcernedabouttocreatetheidealexchange?
D
A.ThetravelcostsincurredbydonatorsvisitingtheRedCrossblooddonationsites.
B.Thepersonalenergyandtimeexpendedbythedonator.
C.Theopportunitycostslostbynotengaginginsomeotheractivity.
D.Alloftheabovearemarketingcoststhatwouldbeofconcerntosomeonemanagingtheexchangesituation.
12.Ifacompanyisgettingstartedforthefirsttimeinexporting,thequestionsshouldbeansweredexceptD.
A.whobuysourproduct?
B.whatneedoffunctiondoesourproductserve?
C.whyisourproductpurchased?
D.howtoimprovethevolumeofourproductselling?
13.IftheXcompanydecidestobuildanewcerealplantbecausethatitanticipatesthenextfiveyearswillbringlowemploymentandincreasesinbuyingpower,itisforecastingaperiodofB.
A.depression
B.prosperity
C.recovery
D.recession
14.Theprocessofdividingthetotalmarketintoseveralsmaller,homogeneousgroupsiscalledC.
A.marketpenetration
B.marketmixing
C.marketsegmentation
D.marketdivision
15.WhenSonyCorp.purchasedColumbiaPictures,itengagedinDbecauseitsnewproductswerenottechnologicallyrelatedtoitscurrentproducts.
A.productdevelopment
B.marketdevelopment
C.marketpenetration
D.horizontaldiversification
16.SalesstarttodeclineCoftheproductlifecycle.
A.attheendofthegrowthstage
B.atthebeginningofthedeclinestage
C.duringthematuritystage
D.atthebeginningofthegrowthstage
17.Thestartingpointformarketingplanningistheorganization’sA.
A.productorservicemix
B.marketingobjectives
C.majorcompetitor
D.resourcebase
18.AtraderestrictionthatlimitsthenumberofunitsofcertaingoodsthatcanenteracountryisknownasC.
A.anembargo
B.atradelimit
C.animportquota
D.anexchangelimit
19.AnITcompanycollectsinformationaboutpolitical,legal,regulatory,societal,economic,competitiveandtechnologicalforcesthatmayaffectitsmarketingactivities.ThisprocessiscalledC.
A.environmentalscanning
B.environmentalanalysis
C.marketinginformationanalysis
D.surveyofenvironment
20.ManymarketersviewpoliticalforcesasC.
A.easilyignored
B.easilyinfluenced
C.beyondtheircontrol
D.simpletorecognize
二、多项选择题(本大题共10小题。
每题2分,共20分)
答题说明:
在每小题列出的四个备选项中二个或两个以上是正确的,请选出正确答案,并将其代码涂在答题卡上。
错选、多选、少选或未选均无分。
21.ThereasonforthedifficultyinforecastingforeignexchangeratesisABC.
A.thereareamultitudeoffactorsandforcestodeterminerates,whicharenotquantifiable
B.exchangesystemiscomplicated
C.wedon’tknowhowtoadjusttooffsetpriceleveldifference
D.foreignexchangeratesaremainlyaffectedbyinflation
22.ExportingoccurswhenafirmAC.
A.makesacontinuousefforttomarketitsproductstocustomersabroad.
B.permitsaforeigncompanytoproduceanddistributeitsproducts.
C.maintainsaseparatemarketingorsellingoperationinaforeigncountry
D.acquiresanexistingfirminaforeigncountry
23.ThereareeconomicfactorsinfluencingcurrencyvalueinforeignexchangemarketsincludingABCD.
A.balanceofpayments
B.foreignexchangereserves
C.importanceofcurrencyinworldfinanceandtrade
D.domesticinflation
24.Whyaremarketersinterestedinthelevelofdisposableincome?
BCD
A.Itaccuratelyrepresentsfuturebuyingpower
B.Itincreasescurrentbuyingpower.
C.Itisareadysourceofbuyingpower.
D.Itisessentialforforecastingfuturebusinesstrends.
25.Whatarethebasesforsegmentingconsumermarkets?
ABCD
A.Geographicsegmentation
B.Demographicsegmentation
C.Psycho-graphicsegmentation
D.Behavioralsegmentation
26.DemographicsegmentationincludesAB.
A.anindividual’sstageinthefamilylifecycle
B.theindividual’slifestylepreference
C.locationofaperson’sresidence
D.rateatwhichapersonusesaproduct
27.AbrandisbestdescribedasaABC.
A.copyrightedword(s)thatgivesthemanufacturerexclusiveownership
B.relatedgroupofwordsthatdescribestheproduct
C.name,symbol,design,orcombinationofthesethatidentifiesaseller’sproducts
D.nameofthemanufactureroftheproduct
28.ThereasonculturalfactorsareachallengetoglobalmarketersisABC.
A.differentculturesusuallymeandifferentbehaviors
B.culturalfactorsarevarious
C.culturalfactorsarehiddenfromview,difficulttolearn
D.marketersfailtograspallcultures
29.Whichofthefollowingarethestrategiesforextendingthelifeofaproductinthematuritystage?
BCD
A.Modifythemarket
B.Modifythemarketingorganization
C.Modifytheproduct
D.Modifythemarketingmix
30.AproductisABCD.
A.everythingthecustomerreceivesinanexchange
B.thephysicalobjectthecustomerreceivesinanexchange
C.theserviceandideathatisrenderedtoacustomer
D.anythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionandthatmightsatisfyawantorneed
三、名词解释(本大题共10小题。
每题2分,共20分)
31.marketsegmentation
32.positioning
33.4Ps
34.internationaltrade
35.EPRGscheme
36.marketingmix
37.product
38.brand
39.distribution
40.marketing
五、简答题(本大题共4小题。
每题5分,共20分)
41.Listanddiscussthebenefitsandtrendsformarketsegmentation.
42.Describe,withexamples,amarketleader,amarketchallenger,amarketfollowerandamarketnicher.
43.Distinguishbetweenprimaryandsecondarydata.Howcaneachtypebecollected?
44.Whatisinternationalmarketing?
Pleasedescribebrieflydifferentlevelsofinternationalmarketing.
六.案例分析题(本大题共1题,共20分)
45.Readandanalyzethefollowingcase:
TheUStradedeficitwithChinaoftenassumescenterstageindiscussionsoftheUS-Chinacommercialrelationship,butthedeficitisneitherthemostimportantbarometerofUSeconomichealthnorthebestmeasureofthebenefitstheUSgainsfromtrade.Atthebeginningofthe21stcentury,theUSDepartmentofCommerceputthebilateraldeficitat$91.3billion,eventhougheconomistsarguedthatamoreaccuratefigurewouldbemuchless.
(1)WhydoyouthinktheUSDepartmentofCommerceexaggeratedthebilateraldeficitfigure?
Explainyoureasonswhyorwhynot.
(2)DoyouthinktheUSconsumers’benefitsareharmedfrompurchasinglow-costimportsfromChinaliketheUSDepartmentofCommerceclaimed?
Explainyoureasonswhyorwhynot.
OR
45.Readandanalyzethefollowingcase:
McDonald’shasabout22,000restaurantsin109countries.Accordingtoitsoffici
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