国际市场营销复习题.docx

国际市场营销复习题.docx

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国际市场营销复习题

国际市场营销复习题

一、单项选择题

1.Theinternationalplanningprocessisconductedasthefollows:

（1）Marketingplandevelopment;

（2）Preliminaryanalysisandscreening;

（3）Matchingmixrequirement;

（4）Implementation,evaluation,andcontrol

A.

（1）-

（2）-（3）-（4）;B.

（1）-（3）-

（2）-（4）;

C.

（2）-

（1）-（3）-（4）;D.

（1）-（4）-（3）-

（2）;

2.Whichofthefollowingmethodsisthegreatestcontrolandthegreatestriskofalltheforeignmarket-entrystrategies?

A.DirectsalesB.Strategicalliances

C.ExporterD.JointVentures

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.

A.TrueB.False

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

A.

（1）-

（2）-（3）-（4）;B.（3）-

（2）-

（1）-（4）;

C.

（2）-

（1）-（3）-（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

C.BothAandBD.NeitherAorB

24.STPinthemarketingstrategiesrefersto__________.

A.Segmentation,TargetingandPositioning

B.Separation,TargetandPosition

C.Sales,TargetandPurchase

D.Segmentation,TargetingandPurchase

25.Thedatathatarecollectedforparticularprojectsarecalled__________.

B.PrimarydataB.secondarydata

C.tertiarydataD.elementarydata

26.Inqualitativeresearch,ifquestionsareaskedtheyarealmostalwaysopen-endedorin-depth,andunstructuredresponsesthatreflecttheperson’sthoughtsandfeelingsonthesubjectaresought.

A.TrueB.False

27.Home-CountryMiddlemeninclude__________.

A.Manufacturer’sExportAgentB.ExportJobbers

C.BothAandBD.NeitherAnorB

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

C.BothofthemD.Noneofthem

31.Whenusingtheinternetfordistributionpurposes,thefollowingfactorsshouldbeconsidered___________.

A.PriceB.advertise

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

C.Variable-CostPricingD.SkimmingPricing

37._______isthepaymentingoodsandincash.

A.BarterB.Compensationdeals

C.Counter-purchaseD.Buy-back

38、Theinternationalplanningprocessisconductedasthefollows:

（9）Preliminaryanalysisandscreening;

（10）Marketingplandevelopment;

（11）Matchingmixrequirement;

（12）Implementation,evaluation,andcontrol

A.

（1）-

（2）-（3）-（4）;B.

（1）-（3）-

（2）-（4）;

C.

（2）-

（1）-（3）-（4）;D.

（1）-（4）-（3）-

（2）;

39、Whichofthefollowingmethodsisthegreatestcontrolandthegreatestriskofalltheforeignmarket-entrystrategies?

A.DirectB.Strategicalliances

C.InternetD.Distributor

40、_________pertainstospecificactionsandtotheallocationofresourcesusedtoimplementstrategicplanninggoalsinspecificmarket..

A.StrategicplanningB.Corporateplanning

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

C.BothAandBD.NeitherAorB

44、4Psinthetraditionalmarketingmixrefersto_____

A.People,Price,PromotionandPlace

B.Product,Price,pr