国际市场营销英语课后判断题.docx

国际市场营销英语课后判断题.docx

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国际市场营销英语课后判断题

国际市场营销英语课后判断题

二、判断题

Chapterone

1.Amarketingexchangecannottakeplaceunlesseachpartyintheexchangehassomethingthattheotherpartyvalues.T

2.TheownersofthePlaneRubberandTireCompanyarepleasedwiththeirlowunitcostsandhighproductionvolumes.Salespeopleareunnecessarybecausebuyersarealwayswaitingfornewtirestocomeofftheassemblyline.Planecurrentlyhasaproductionorientation.T

3.ThepresidentofHoppityFleaCollarsdocsnotfinditnecessarytoconductmuchmarketingresearchbecausethetelephonesellingcampaignhasbeensuchasuccessfulmarketingstrategy.Hoppityhasamarketingorientation.F

4.Havingasalesorientationisthesameashavingamarketorientationsincebothhavetheultimategoalofsatisfyingcustomerneeds.F

5.Youareabouttostartmanufacturingandsellingferretfood.Youhavemetwithyourboardofdirectorsandyoualldiscussedthebenefitsandsacrificesregardingthepurchaseofyourfood.Knowingtheratioofbenefitstosacrificesallowsyoutospecifyhowmuchcustomervalueyouwillachieve.F

6.Themarketingmixvariablesareproduct.place,promotion,andprice.T

7.Conceptually,internationalmarketingdiffersfromdomesticmarketingonlybyvirtueofthefactthatthemarketermustoperateinmorethanonenation.T

Chapterthree

1.Softcurrenciescanreadilybeexchangedforothercurrencies.whilehardcurrenciesarenotsoeasilyexchanged.F

2.Foreignlicensinggrantsforeignmarketerstherighttouseadomesticcompany'strademark,patent,orprocessinaspecifiedgeographicarea.T

3.Amultinationalcorporationisafirmthathasenteredtheinternationalmarketplacebyexportingitsproductstoaforeignmarket.F

4.ThoughthefirstmultinationalcorporationswereUSbased,todayitisaslikelyforamultinationaltobeJapanese,German,orBritishastobeAmerican.T

5.Ifitisbelievedthattastesaresufficientlyhomogeneousindifferentpartsoftheworldtoallowastandardmarketingstrategyeverywhere,thenaglobalmarketingstrategyisappropriate.T

6.Useofastraightextensionmarketingstrategyusuallyresultsineconomiesofscaleinproductionandmarketing.T

7.Inacountertrade,goodsandservicesfromonecountryareexchangedforgoodsandservicesfromanotherinsteadofforcash.T

8.Somemarketingexchangesarestillcharacterizedbytransaction-basedmarketing,suchasresidentialrealestatesales.T

9.Traditionally,manufacturershavefocusedtheirenergiesonmakingproductsandthenpromotingthoseproductstocustomersinhopesofsellingenoughofthoseproductstocovercostsandearnaprofit.T

10.Often,thedesirabilityofpartneringinthebusinessmarketisbaseduponthefactthateachfirmbringstothepartnershipsomethingthattheotherneedsbutcannotprovide.T

Chapterfour

1.USfirmsoperatingintheinternationalmarketplaceareclearlyaffectedbyalegalenvironmentincludingUSlaws,internationallaws,andlawsofthehostcountry.T

2.Governmentregulationsthattaxorotherwisesetlimitsonthenumberofgoodsandservicesbyforeignproducersareknownastradebarriers.F

3.Afreetradeareaextendsacustomsunionbyseekingtoreconcileallgovernmentregulationsaffectingtrade.F

4.TradeofficialsareinfullagreementastothedirectiontheWTOshouldfollowinpursuingitsmajorpolicyinitiatives.F

5.Foreignlicensingcanbuildrevenueswithoutthecapitaloutlayrequiredforestablishmentofmanufacturingfacilitiesinaforeigncountry.T

6.ThetrendtowardincreasedforeignownershipofassetsintheUnitedStateswillprobablydeclinebecauseoftheincreasedhostilitytowardandgovernmentregulationofforeign-ownedbusinessesoperatingintheUnitedStates.F

7.Incomeleftoverafteranindividualpaystaxesandpurchasesthebasicnecessitiesoffood,clothingandshelteriscalleddisposableincome.F

8.Acomprehensivespendingpatternshowsthepercentagesofannualfamilyexpendituresallottedtogeneralclassesofgoodsandservices.T

9.Importtariffsarethemeansbywhichagovernmentcontrolsthein-flowofforeigngoodsacrossitsborders.T

10.AlthoughWTOisaglobalinstitutionalproponentoffreetrade,itisnotwithoutcritics.T

Chapterfive

1.Cultureislearnedbehaviorpassedonfromgenerationtogeneration,butitisnotdifficultfortheinexperiencedoruntrainedoutsidertofathom.F

2.Equality,disadvantagedmembersofsociety,safetyandhealth,educationandgeneralwelfare,pollutionaresocialresponsibilityissuesrelatedtocommunityrelations.F

3.Allmarketingemployeesareresponsibleforsettingtheethicaltonefortheentiremarketingorganization.F

4.Greenmarketingreferstothedevelopment,pricing,promotionanddistributionofproductsthatdonotharmtheenvironment.T

5.Waterpollution,airpollution,landpollution,safetyandhealtharesocialresponsibilityissuesrelatedtotheenvironment,orgreenmarketing.F

6.Thevital,criticalskilloftheglobalmarketerisperception,ortheabilitytoseewhatissoinaculture.T

7.Gestures,carriage,proximityofspeakers,eyecontact,andsmilingallplaykeyrolesinaculture'suseoflanguage.T

8.Everycountryandculturehasahistorythatwillgreatlyaffectboththemarketandthemarketer.T

9.Beingenthusiasticaboutaproductandhavingapersonalattachmenttoitaretwosimilarthings.F

10.Althoughthehospitalityandtourismindustriesareslightlyaffectedbyreligiousholidays,marketerswithproductsrelatedtothoseindustriesneedtobehighlysensitivetothisissue.F

Chaptersix

1.Earlymarketingresearchwasfairlysophisticatedbecausestatisticaltechniquesweresufficientlyrefinedtoproducehighlevelsofaccuracyinresearchfindings.F

2.Intheeventthatanewcompetitorweretoenteramarketinwhichyouwereinvolved.onequestionmarketingresearchmighthelpanswerforyouwouldbe“Whatmustwedotodifferentiateourcompanyfromourcompetitor?

”T

3.Ahypothesisisastatementabouttherelationshipamongvariablesthatcarriesclearimplicationsfortestingtherelationship.Itsetsthestageformorein-depthresearchbyclarifyingwhatresearchersneedtotest.T

4.Tradeassociationsrepresentanexcellentsourceofprivatedataforparticularindustries.T

5.Samplingistheprocessofselectingsurveyrespondentsorotherresearchparticipants.T

6.InformationrelatedtoglobalmarketsisnotreadilyavailabletoAmericanfirmsseekingtoenterforeignmarkets.TheDepartmentofCommercehasonlyrecentlybeguntocollectdatatoassistfirmsinthisarea.F

7.Telephoneinterviewsareasuitablemethodofcollectingprimarymarketingresearchdataallovertheworldbecausethetelephoneisnowtheuniversalappliancefoundineveryhome.F

8.AnMISisaplanned,computer-basedsystemdesignedtoprovidemanagerswithacontinualflowofinformationrelevanttospecificdecisionareas.T

9.AnMISgathersdataonlyfrominsidetheorganizationandprocessesittoproductrelevantmarketinginformation.F

10.Computershaveautomatedthebuyingprocessatlargeretailers,openingnewchannelsforgatheringmarketinginformation.T

Chapterseven

1.Thetargetmarketforaproductisthespecificsegmentofconsumersmostlikelytopurchaseaparticularproduct.T

2.Thedivisionofthetotalmarketintosmaller,relativelyhomogeneousgroupsiscalledmarketselectivity.F

3.Thenumberandsizeofthemarketsegmentschosenbyafirmmustnotexceeditsmarketingcapabilities.T

4.Marketersmustidentitysegmentssufficientlysmallenoughtocaptureintheirentirelyandeffectivelypromotetoasanexclusivesourceofsomeneededproduct.F

5.Marketersareoftenabletoidentifytotallyhomogeneousmarketssegments；thereareseldommajordifferencesamongthemembersofatargetmarketgroup.F

6.Theinformation,analysis,andforecastsaccumulatedthroughtheentiremarketsegmentationdecisionprocessallowmanagementtoassessthepotentialforachievingcompanygoalsandtojustifycommittingresourcestodeveloponeormoresegments.T

7.Usingdifferentiatedmarketing,Culture'sEdgecanmarketawiderangeoftripsexploringethnic,cultural,andlifestyle-basedissuesthattogetherappealtothemajorityofvacationtravelers,yetselltheminsuchawayastoappealtoindividualpartsofthatmarket.T

8.ColoradoRiverWhiteWaterRaftToursmaytakeyourbreathaway,buttheydon'ttakeAmericanExpress!

ThisrepresentsanattemptbyVisaCardtopositionitselfwithtooneofitscompetitors.T

9.Thefirm'ssegmentationstrategymaychangeasitsproductprogressesthroughthestagesofthelifecycle.Duringtheearlystages,undifferentiatedmarketingmighteffectivelysupportthefirm'sattempttodevelopinitialdemandfortheproduct.T

10.Marketerscancreateacompetitivepositioningmapfrominformationsolicitedfromcompetitorsorfrompublicdatabasesthattrackconsumerattitudes,opinions,andinterests.F

Chaptereight

1.Theprincipaldisadvantageoflicensingisthatitcanbeaverylimitedformofparticipation.T

2.Exportingisthemosttraditionalandwell-establishedformofoperatinginternationally.T

3.Licensing,jointventuresandimportingarepointsandtoolsforglobalmarketentryandexpansion.F

4.Large-scaledirectexpansionmaybelessexpensiveandamajorcommitmentofmanagerialtimeandenergyisunnecessary.F

5.Managementcontractingincludesthesharingofriskandtheabilitytocombinedifferentvaluechainstrengths.F

6.Oneoftheadvantagesofjointventureisbettercontrolofsalesactivitiescomparedwithotherformsofparticipationinforeignmarkets.F

7.Licensingisanalternativeentryandexpansionstrategywithconsiderableappeal.