1、国际市场营销英语答案复习课程国际市场营销英语答案国际市场营销Chapter 1 Multiple choices D D D A C C B D E D B1. What will WTO bring to Chinese firm in international marketing?China successfully participating in the WTO offers both challenges and opportunities to Chinese companies.China officially joined the WTO on 10th November 2
2、001. WTO is one of the most influential international governmental bodies to affect marketing. WTO and the World Court are set up to help to solve international trade disputes, and they also help the member countries to gain fair treatment in international trades. Since China is a member country of
3、the organization, China can also enjoy low trade tariffs and seek equal treatment among association members, which would, of course, give companies more chances to expand their international markets.2 The differences between domestic marketing and international marketing.International marketing is m
4、ore complex than domestic marketing in a number of ways. 1. Different environments, 2. Different applications of marketing principles, concepts and techniques 3. Different relations between enterprises and government.3 what are the functions of marketing?Contact: The seeking out of prospective consu
5、mers and it may be based on a variety of determinants. Improper handling of the initial contact can keep a company out of the marketplace indefinitely. Merchandising: Merchandising is the process of bringing the right product to the right place at the right time in the right quantity at the right pl
6、ace. Pricing: The price of a product is often the determining factor when a purchase is made and is always a key to profit. Promotion: Promotion is used to support marketing efforts: paid advertising, personal selling, public relations, and supplemental efforts. Distribution: The process of putting
7、the consumer and the product together. Human resources: Internal marketing that occurs within a company between employers and employees is a reflection in the ability to market externally to the public. Its essential that sellers understand, communicate with, and value buyers.4. There are many reaso
8、ns for that, environment, Competition, legal restraints, government controls, weather, fickle consumers, and any number of other uncontrollable elements can, and frequently do, affectChapter 3 Multiple choices C A C E A B D A B BThe Global economy has experienced the following changes a) Capital mov
9、ements rather than trade have become the driving force of the global economy.b) Production has become uncoupled from employment.c) Primary products have become uncoupled from the industrial economy.d) The world economy is in control.Reasons a) World trade is some US$ 3 trillion, whereas the London E
10、urodollar market - alone is some US$ 75 billion per annum and foreign exchange transactions were US$35 billion per annum. Interest and exchange rate - gains are often more lucrative than investment in goods and services manufacturing. b) Employment is in decline while manufacturing either grows or r
11、emains static. Sectors are becoming more productive, with injections of capital equipment and new technologies. c) Commodity prices may collapse but industrial economies can be unaffected. d) World trade is recognized as vital to economies as domestic growth slows down and opportunities overseas gro
12、w. Growth achievable in international trade is often at a greater rate than domestically and the returns higher. Chapter 4 Multiple choices A D D B D A A C B C1. Important to have a regulatory framework for the following reasons. a) Framework states the political, social and legal ground rules for d
13、oing business between and within countries. b) The framework gives: i) the basis for all production, exchange and distribution activities ii) gives rise to expectations and assurances about the actions of others and iii) gives order and stability to the means of doing business.The most important rul
14、es are these: a) Defining, allocating and enforcing property rights. b) Establishing rules and conventions defining allowable and non allowable forms of cooperation and coordination (standards, rules of conduct, fair trading etc).2. Tariff barriers/duties (terms of access) a) Tariffs - single column
15、, two column, preferential.b) Duties - ad valorem, specific, alternative, compound, anti-dumping.c) Import charges - variable, temporary, compensatory.Non tariff barriers a) Quota and trade controls.b) Discriminatory Government and private procurement policies.c) Restrictive customs procedures.d) Se
16、lective monetary control and discriminatory exchange rate policies.e) Restrictive administrative and technical regulations.Chapter 5 Multiple choices C e b d d d b e c c1. Main elements of culture - Definition of culture - The integrated total sum of learned behavioral traits that are manifest and s
17、hared by members of society. Elements are - language, social norms, religion, ethics, socio economics, mores, traditions, societal regulations, nationalism, aesthetics, material culture, attitudes, values, social organization. (Discuss each in turn with students).2. Main approaches to culture a) Ant
18、hropological - relevance to interpretation of ways of doing business e.g. Japan versus USA. b) Marlows hierarchy of needs - relevance to product type, sophistication and price c) Self reference criterion - relevance in the standardization versus adoption concepts of marketing strategy. d) Diffusion
19、theory - relevance to rates of adoption of innovations and of new products. e) High and low context - relevance to the degree of necessity to have explicitly verbal or written communications e.g. contracts. f) Perception - relevance to sensitivity in operation of the marketing mix variables e.g. adv
20、ertisingChapter 6 Multiple choices A D A C C E C C C E1. Distinguish between primary and secondary data. When should each type be used? Answer: Primary data is data collected through observation, survey or controlled experiment for the first time during a marketing research study. Marketers rely on
21、primary data when up-to-date, specifically targeted information is essential; when they have sufficient time to conduct the analysis; and when the good or service plays a major role in the companys total marketing strategy to warrant the expense of data collection.Secondary data refers to previously
22、 collected data from internal and external sources. Internal data include sales records, product performance, sales force activities and marketing costs. External data are obtained from local, provincial (state) and federal governments and private sources. The reasons for using secondary data includ
23、e the relative low cost, the easy availability and the limited time taken by searching for it.2. What contributions can each make to the marketing research function? Answer: A marketing information system (MIS) is a planned, computer-based system designed to provide managers with a continuous flow o
24、f information relevant to their specific decision areas. An MIS permits a continuous, systematic study of any deviation from marketing goals, and allows management to adjust actions as conditions change. A marketing decision-support system (MDSS) consists of computer software that helps users obtain
25、 and use information to make marketing decisions. An MDSS is the portion of an MIS that enables marketers to explore the state of the market and do market forecasting and simulations that illustrate what might happen if various components of the marketing strategy were changed. Data mining consists
26、of a program that searches customer information stored in data warehouses for connections. Organizations are using data mining to enhance decisions about customer preferences, sales trends, and marketing programs.Chapter 7 Multiple choices E B A D A A C C E D1. List and discuss the requirements for
27、effective segmentation. Answer: If a market segment is large, but not homogeneous enough, it becomes difficult to develop a marketing mix that would effectively fit all customers in this segment. In this case some customers may become dissatisfied and lured away by competitors who offer a better tai
28、lored marketing mix. If market segments are properly defined most customers should be addressed with a marketing mix that can satisfy their needs well. Very well satisfied customers are more loyal. On the other hand breaking markets down into too many segments and addressing each of them with a sepa
29、rate marketing mix is costly. This is why it is very important to define segments in such a way that they would be large enough to be profitable, and, on the other hand, homogeneous enough to be satisfied with the same marketing mix.Chapter 8 Multiple choices C B B D D A C E E D1. Different methods
30、of foreign market entry.These are either direct, indirect or cooperative” based. 2.The advantages and disadvantages of barter, counter-trade, and export processing zones as market entry strategies.1) Export processing zones - Advantages: host country obtains know-how, capital, technology, employment
31、 opportunities; foreign exchange earnings; reputation, internationalization.Disadvantages: short term investments, capital movements, employment movements, transaction costs and benefits, not part of economy so alienisation, labor laws may be different, bureaucracy creation.2) Barter- Advantages: si
32、mple to administer, no currency, commodity based valuation or currency based valuation.Disadvantages: risk of non delivery, poor quality, technological obsolescence, unfulfilled quantities, risk of commodity price rise thus losing out on an increased valuation, depressed valuation, marketability of products.3) Counter trade - Advantages: method of obtaining sales by seller and getting a slice of the order, method of breaking into a closed mar
