国际市场营销英语答案复习课程.docx
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国际市场营销英语答案复习课程.docx
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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
Chapter1MultiplechoicesDDDACCBDEDB
1.WhatwillWTObringtoChinesefirmininternationalmarketing?
ChinasuccessfullyparticipatingintheWTOoffersbothchallengesandopportunitiestoChinesecompanies.
ChinaofficiallyjoinedtheWTOon10thNovember2001.WTOisoneofthemostinfluentialinternationalgovernmentalbodiestoaffectmarketing.WTOandtheWorldCourtaresetuptohelptosolveinternationaltradedisputes,andtheyalsohelpthemembercountriestogainfairtreatmentininternationaltrades.SinceChinaisamembercountryoftheorganization,Chinacanalsoenjoylowtradetariffsandseekequaltreatmentamongassociationmembers,whichwould,ofcourse,givecompaniesmorechancestoexpandtheirinternationalmarkets.
2Thedifferencesbetweendomesticmarketingandinternationalmarketing.
Internationalmarketingismorecomplexthandomesticmarketinginanumberofways.1.Differentenvironments,2.Differentapplicationsofmarketingprinciples,conceptsandtechniques3.Differentrelationsbetweenenterprisesandgovernment.
3whatarethefunctionsofmarketing?
Contact:
Theseekingoutofprospectiveconsumersanditmaybebasedonavarietyofdeterminants.Improperhandlingoftheinitialcontactcankeepacompanyoutofthemarketplaceindefinitely.Merchandising:
Merchandisingistheprocessofbringingtherightproducttotherightplaceattherighttimeintherightquantityattherightplace.Pricing:
Thepriceofaproductisoftenthedeterminingfactorwhenapurchaseismadeandisalwaysakeytoprofit.Promotion:
Promotionisusedtosupportmarketingefforts:
paidadvertising,personalselling,publicrelations,andsupplementalefforts.Distribution:
Theprocessofputtingtheconsumerandtheproducttogether.Humanresources:
Internalmarketingthatoccurswithinacompanybetweenemployersandemployeesisareflectionintheabilitytomarketexternallytothepublic.It’sessentialthatsellersunderstand,communicatewith,andvaluebuyers.
4.Therearemanyreasonsforthat,environment,Competition,legalrestraints,governmentcontrols,weather,fickleconsumers,andanynumberofotheruncontrollableelementscan,andfrequentlydo,affect
Chapter3MultiplechoicesCACEABDABB
TheGlobaleconomyhasexperiencedthefollowingchanges
a)Capitalmovementsratherthantradehavebecomethedrivingforceoftheglobaleconomy.
b)Productionhasbecome"uncoupled"fromemployment.
c)Primaryproductshavebecomeuncoupledfromtheindustrialeconomy.
d)Theworldeconomyisincontrol.
Reasons
a)WorldtradeissomeUS$3trillion,whereastheLondonEurodollarmarket-aloneissomeUS$75billionperannumandforeignexchangetransactionswereUS$35billionperannum.Interestandexchangerate-gainsareoftenmorelucrativethaninvestmentingoodsandservicesmanufacturing.
b)Employmentisindeclinewhilemanufacturingeithergrowsorremainsstatic.Sectorsarebecomingmoreproductive,withinjectionsofcapitalequipmentandnewtechnologies.
c)Commoditypricesmaycollapsebutindustrialeconomiescanbeunaffected.
d)Worldtradeisrecognizedasvitaltoeconomiesasdomesticgrowthslowsdownandopportunitiesoverseasgrow.Growthachievableininternationaltradeisoftenatagreaterratethandomesticallyandthereturnshigher.
Chapter4MultiplechoicesADDBDAACBC
1.Importanttohavearegulatoryframeworkforthefollowingreasons.
a)Frameworkstatesthepolitical,socialandlegalgroundrulesfordoingbusinessbetweenandwithincountries.
b)Theframeworkgives:
i)thebasisforallproduction,exchangeanddistributionactivities
ii)givesrisetoexpectationsandassurancesabouttheactionsofothersand
iii)givesorderandstabilitytothemeansofdoingbusiness.
Themostimportantrulesarethese:
a)Defining,allocatingandenforcingpropertyrights.
b)Establishingrulesandconventionsdefiningallowableandnonallowableformsofcooperationandcoordination(standards,rulesofconduct,fairtradingetc).
2.Tariffbarriers/duties(termsofaccess)
a)Tariffs-singlecolumn,twocolumn,preferential.
b)Duties-advalorem,specific,alternative,compound,anti-dumping.
c)Importcharges-variable,temporary,compensatory.
Nontariffbarriers
a)Quotaandtradecontrols.
b)DiscriminatoryGovernmentandprivateprocurementpolicies.
c)Restrictivecustomsprocedures.
d)Selectivemonetarycontrolanddiscriminatoryexchangeratepolicies.
e)Restrictiveadministrativeandtechnicalregulations.
Chapter5MultiplechoicesCebdddbecc
1.Mainelementsofculture-
"Definitionofculture"-Theintegratedtotalsumoflearnedbehavioraltraitsthataremanifestandsharedbymembersofsociety.
Elementsare-language,socialnorms,religion,ethics,socioeconomics,mores,traditions,societalregulations,nationalism,aesthetics,materialculture,attitudes,values,socialorganization.(Discusseachinturnwithstudents).
2.Mainapproachestoculture
a)Anthropological-relevancetointerpretationofwaysofdoingbusinesse.g.JapanversusUSA.
b)Marlow’shierarchyofneeds-relevancetoproducttype,sophisticationandprice
c)Selfreferencecriterion-relevanceinthestandardizationversusadoptionconceptsofmarketingstrategy.
d)Diffusiontheory-relevancetoratesofadoptionofinnovationsandofnewproducts.
e)Highandlowcontext-relevancetothedegreeofnecessitytohaveexplicitlyverbalorwrittencommunicationse.g.contracts.
f)Perception-relevancetosensitivityinoperationofthemarketingmixvariablese.g.advertising
Chapter6MultiplechoicesADACCECCCE
1.Distinguishbetweenprimaryandsecondarydata.Whenshouldeachtypebeused?
Answer:
Primarydataisdatacollectedthroughobservation,surveyorcontrolledexperimentforthefirsttimeduringamarketingresearchstudy.Marketersrelyonprimarydatawhenup-to-date,specificallytargetedinformationisessential;whentheyhavesufficienttimetoconducttheanalysis;andwhenthegoodorserviceplaysamajorroleinthecompany'stotalmarketingstrategytowarranttheexpenseofdatacollection.
Secondarydatareferstopreviouslycollecteddatafrominternalandexternalsources.Internaldataincludesalesrecords,productperformance,salesforceactivitiesandmarketingcosts.Externaldataareobtainedfromlocal,provincial(state)andfederalgovernmentsandprivatesources.Thereasonsforusingsecondarydataincludetherelativelowcost,theeasyavailabilityandthelimitedtimetakenbysearchingforit.
2.Whatcontributionscaneachmaketothemarketingresearchfunction?
Answer:
Amarketinginformationsystem(MIS)isaplanned,computer-basedsystemdesignedtoprovidemanagerswithacontinuousflowofinformationrelevanttotheirspecificdecisionareas.AnMISpermitsacontinuous,systematicstudyofanydeviationfrommarketinggoals,andallowsmanagementtoadjustactionsasconditionschange.Amarketingdecision-supportsystem(MDSS)consistsofcomputersoftwarethathelpsusersobtainanduseinformationtomakemarketingdecisions.AnMDSSistheportionofanMISthatenablesmarketerstoexplorethestateofthemarketanddomarketforecastingandsimulationsthatillustratewhatmighthappenifvariouscomponentsofthemarketingstrategywerechanged.Dataminingconsistsofaprogramthatsearchescustomerinformationstoredindatawarehousesforconnections.Organizationsareusingdataminingtoenhancedecisionsaboutcustomerpreferences,salestrends,andmarketingprograms.
Chapter7MultiplechoicesEBADAACCED
1.Listanddiscusstherequirementsforeffectivesegmentation.
Answer:
Ifamarketsegmentislarge,butnothomogeneousenough,itbecomesdifficulttodevelopamarketingmixthatwouldeffectivelyfitallcustomersinthissegment.Inthiscasesomecustomersmaybecomedissatisfiedandluredawaybycompetitorswhoofferabettertailoredmarketingmix.Ifmarketsegmentsareproperlydefinedmostcustomersshouldbeaddressedwithamarketingmixthatcansatisfytheirneedswell.Verywellsatisfiedcustomersaremoreloyal.Ontheotherhandbreakingmarketsdownintotoomanysegmentsandaddressingeachofthemwithaseparatemarketingmixiscostly.Thisiswhyitisveryimportanttodefinesegmentsinsuchawaythattheywouldbelargeenoughtobeprofitable,and,ontheotherhand,homogeneousenoughtobesatisfiedwiththesamemarketingmix.
Chapter8MultiplechoicesCBBDDACEED
1.Differentmethodsofforeignmarketentry.
Theseareeither"direct","indirect"or"cooperative”based.
2.Theadvantagesanddisadvantagesofbarter,counter-trade,andexportprocessingzonesasmarketentrystrategies.
1)Exportprocessingzones-
Advantages:
·hostcountryobtainsknow-how,
·capital,technology,employmentopportunities;
·foreignexchangeearnings;
·"reputation","internationalization".
Disadvantages:
·shortterminvestments,
·capitalmovements,
·employmentmovements,
·transactioncostsandbenefits,
·notpartofeconomysoalienisation,
·laborlawsmaybedifferent,
·bureaucracycreation.
2)Barter-
Advantages:
·simpletoadminister,
·nocurrency,
·commoditybasedvaluationorcurrencybasedvaluation.
Disadvantages:
·riskofnondelivery,
·poorquality,
·technologicalobsolescence,
·unfulfilledquantities,
·riskofcommoditypricerisethuslosingoutonanincreasedvaluation,
·depressedvaluation,
·marketabilityofproducts.
3)Countertrade-
Advantages:
·methodofobtainingsalesbysellerandgettingasliceoftheorder,
·methodofbreakingintoa"closed"mar
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