市場(chǎng)營(yíng)銷專業(yè)英語(yǔ)模擬測(cè)試題AB卷及答案

2.政府沒(méi)收4.2.政府沒(méi)收4.市場(chǎng)開發(fā)6.營(yíng)銷組合8.標(biāo)準(zhǔn)化10.競(jìng)爭(zhēng)優(yōu)勢(shì)12.secondarydata14.IPLC16.globalsourcing18.businessunits20.strategicalliance市場(chǎng)營(yíng)銷專業(yè)英語(yǔ)模擬測(cè)試題AB卷及答案I.PutthefollowingfromChineseintoEnglishorviceversa.（每小題1分，共20分）1.母國(guó)3.跨國(guó)公司5.特許經(jīng)營(yíng)7.關(guān)稅同盟9.原產(chǎn)國(guó)11.hedging13.non-tariffbarriers15.foreign-relatedenteq）rise17.penertrationpricing19.segmentationII.MakebriefexplanationsofthefollowingtermsinEnglish.（每小題3分，共15分）dumpingethnocentricorientationOEMeconomicuniondirectsellingchannelIH.AnswerthefollowingquestionsinEnglish:（每小題5分，共20分）Whatismeantbygloballocalization?IsCoca-Colaaglobalproduct?Explain.Whatislicensing?Whydofirmssometimeschooseitasameansofenteringaforeignmarket?Whatarethecharacteristicsofagoodinternationalbrandname?Defineleverage,explainthedifferenttypesofleverageutilizedbycompanieswithglobaloperations.Minicases:（每小題10分,共20分）ComparedtoAmericans,areAsians:(1)moregroup-oriented,(b)morefamily-oriented,and(c)moreconcernedwithsocialstatus?HowmightsuchorientationsaffectthewayAmericansmarkettheirproductstoAsianconsumers?Giveexamplestodemonstrateyouropinions.Manyconsumersconsiderdirectmailasjunkmail,atermthatisoffensivetothedirectmarketingindustry.Whatisyourassessmentofthefutureofdirectmailoverseas?Openquestion(共25分)Asaresearcher,youhavejustbeenaskedtodomarketingresearchinordertomakerecommendationsonhowtomarketcoffeeinanumberofAsian,European,andSouthAmericancountries.Whatquestionsdoyouneedtoaskinordertounderstandthevaryingbuyingmotives,consumptionhabits,andusesofthisparticularproduct?參考答案:I.PutthefollowingfromChineseintoEnglishorviceversa.（每小題1分，共20分）2confiscation2confiscation3.globalcompanyortransnationalcompany4.marketdevelopment5.franchising7.customunion9.countryoforigin115.franchising7.customunion9.countryoforigin11.套期保值9.非關(guān)稅壁壘外企滲透價(jià)格市場(chǎng)細(xì)分6.marketingmix8.standardizationlO.competitiveadvantage12.二手資料14國(guó)際產(chǎn)品生命周期16全球采購(gòu)18業(yè)務(wù)單元20戰(zhàn)略聯(lián)盟II.MakebriefexplanationsofthefollowingtermsinEnglish.（每小題3分，共15分）1..Dumpingisdefinedasthepracticeofsellingaproductabroadatapricebelowthecostofproduction,（2分）orbelowitsnormalpriceinthedomesticmarket.（1分）Opportunitiesoutsidethehomemarketarepursuedbyextendingvariouselementsofthemarketingmix.（2分）Homecountryissuperior.Themanagementseessimilaritiesinforeigncountries.Theproductsthatsucceedinthehomecountryaresuperior,socanbesoldeverywherewithoutadaptation.（1分）OEMisknownascontractmanufacturing.Itsfullnameisoriginalequipmentmanufacturing.（1分）UnderanOEMagreement,theMNEprovidestheknow-howandsometimesequipmenttoasupplierthatmustprovidetheproductaccordingtothestandardsofauthorizedtechnology.（2分）Theful1evolutionofaneconomicunionwouldinvolvethecreationofaunifiedcentralbank,（1分）theuseofasinglecurrency,（1分）andcommonpoliciesonagriculture,socialservicesandwelfare,regionaldevelopment,transport,taxation,competitionandmergers,constructionandbuilding,andsoon.（1分）Directsellingisemployedwhenamanufacturerdevelopsanoverseaschannelsothatitdealsdirectlywithaforeignpartywithoutgoingthroughanintermediaryinthehomecountry.（3分）IH.AnswerthefollowingquestionsinEnglish:（每小題5分，共20分）Productsandmarketingactivitiesarestandardizedwhereverpossible（1分），butadaptedwherenecessarywithinauniformformattomeetlocalneeds.（2分）Yes,itis.…（2分）Underaninternationallicensingcontract,alicensorgrantsaforeignlicenseetherightstousethelicensorJsintangibleassetsuchasitspatent,trademark,orknow-how.Inexchange,thelicenseewillpayafeeorroyalty.（3分）Licensingwillcostlittleforthe1icensor,（1分）anditcangenerateimmediatereturnwithoutnewinvestment.（1分）Aninternationalbrandnameshouldreflectthedesiredproductimage.Itshouldbeuniqueordistinctivewhilerenderingitselftographicdesignpossibilities.Specialattentionmustbegiventopronunciation,makingsurethatthelanguageshavethebrand*salphabets.Furthermore,thenamemustbecapableofgainingregistrationandprotection.Leverageissometypeofadvantagethatacompanyenjoysbyvirtueofthefactthatitconductsbusinessinmorethanonecountry.（1分）Experiencetransfers,scaleeconomies,resourceutilization,globalstrategy.Itcandrawonmanagementpractices,strategies,products,advertisingappeals,orsalesorpromotionalideasthathavebeentestedinactualmarketsandapplytheminothercomparablemarkets.（1分）Theglobalcompanycantakeadvantageofitsgreatermanufacturingvolumetoobtaintraditionalscaleadvantageswithinasinglefactory.（1分）Amajorstrengthoftheglobalcompanyisitsabilitytoscantheentireworldtoidentifypeople,money,andrawmaterialsthatwillenableittocompetemosteffectivelyinworldmarket.（1分）Aglobalstrategyisbuiltonaninformationsystemthatscanstheworldbusinessenvironmenttoidentifyopportunities,trends,threats,andresources.（1分）Minicases:（每小題10分,共20分）ComparedtoAmericans,Asiansaremoregroup-oriented,morefamily-oriented,andmorestatus-oriented.Assuch,amarketerofanAmericanproductneedstobecarefulinutilizingsuchappealsasindividualism,independence,andequality.Instead,theemphasisshouldbeongroups,families,andstatus.Directmailislargelyundevelopedinmanycountries.Thisisespeciallytruewhereilliteracyishighandwherelaborischeap,makingiteasytouseasalespersontomakesalescalls.Stilldespitethesmallvolume,theuseofdirectmailisgrowingrapidlyinmanycountries.Itcanbeexpectedthatlistownersmaydevelopmoreconfidenceintherentalprocessoftheirlistsandthatgovernmentregulationsmaypermitcompaniestohavemoreflexibilityincollectingpersonalinformationanddevelopinglistsonamoresophisticatedbasis.Itisthusnotunreasonabletoexpectgrowthintheuseandpopularityofdirectmail.Openquestion（共25分）Thepurposeofthisquestionistogetstudentstorecognizethevaryingusageandbuyingmotivesofarelativelysimpleproduct-coffee.Atfirst,thestudentsmaybeatalosstoseewhyanyquestioningisevennecessary,andtheyprobablydonotknowhowtoaskquestions.Notuntilaftertalkingtoforeignstudentsorotherforeign-bornpersonswilltheyrealizethattherearemanydifferentkindsofcoffeecoupledwithvaryingbuyingmotives.Thequestionswouldbeasfollows.Howiscoffeeused-inbeanform,ground,orpowdered?Ifitisground,howisitbrewed?Whichcoffeeispreferred-BrazilianSantosblendedwithColombiancoffee,orrobustafromtheIvoryCoast?Isitroasted?Dothepeoplepreferdarkroastedorblondcoffee?ThecolorofNestle*ssolublecoffeemustresembleascloselyaspossiblethecolorofthecoffeeconsumedinthecountry.DotheGermansdrinkcoffeeafterlunchorwiththeirbreakfast?Dotheytakeitblackorwithcreamormilk?Dotheydrinkcoffeeintheevening?Dotheysweetenit?InFrance,theanswerisclear:inthemorning,coffeewithmilk;atnoon,blackcoffee-i.e.,twoutterlydifferentcoffees.Atwhatagedopeoplebegindrinkingcoffee?Isitatraditionalbeverage,asinFrance,orisitaformofrebellion,asinEnglandandJapan,wheretheyoungergenerationhastakenupcoffeedrinkinginordertodefytheirtea-drinkingparents?PutthefollowingfromChineseintoEnglishorviceversa.（每小題1分，共20分）L東道國(guó)2.灰色市場(chǎng)3.全球公司4.套期保值5.特許經(jīng)營(yíng)6.戰(zhàn)略聯(lián)盟7.關(guān)稅同盟8.本土化9.價(jià)值鏈10.經(jīng)銷商11.purchasingpowerparity12.FDI13.non-tariffbarriers14.marketpenetration15.customization16.globalsourcing17.JointVenture18.strategicbusinessunits19.spotexchangerate20.dumpingMakebriefexplanationsofthefollowingtermsinEnglish.（每小題3分，共15分）licensingdirectselling channeltransnational transferpricingeconomicunionOEMHI.AnswerthefollowingquestionsinEnglish:（每小題5分，共20分）3.Whataregraymarketproducts?Aretheylegal?Dograymarketersserveusefulmarketingfunctions-forconsumersandmanufacturers?Someretailers（e.g.,Sears）andmanufacturers（e.g.,GeneralMotors）placetheirtrademarksonproductsactuallymadebyforeignsuppliers.DiscusstherationalefortheseactionsbythesefirmsDefineleverage,explainthedifferenttypesofleverageutilizedbycompanieswithglobaloperations.Bymarketinginaforeigncountry,mustafirmautomaticallyutilizegeographicsegmentationorothersegmentationbases?Minicases:（每小題10分,共20分）.Manyconsumersconsiderdirectmailasjunkmail,atermthatisoffensivetothedirectmarketingindustry.Whatisyourassessmentofthefutureofdirectmailoverseas?.BefbrebecomingIBM'schairmanandchiefexecutiveofficer,LouisV.Gerstner,Jr.wasavice-chairmanofAmericanExpress.WhileatAmericanExpress,hestatedthatuthesplitbetweeninternationalanddomesticisveryartificial—andattimesdangerous.,,Doyouagreewiththestatement?Offeryourrationale.Openquestion（共25分）SonyCorp,ofAmerica,inanefforttoincluderetailinginitsoperations,runsitsownlicensedstoresinJapanandEurope.IntheUnitedStates,SonyhasopenedSonyGalleryofConsumerElectronicsinChicago.Insidethestore,nboomboxes"andcamcordersaredisplayedonpedestalsasiftheywereartobjects,andtheWalkmanisdisplayedontrendymannequins.Thegalleryincludesalife-sizemock-upofanapartmentwithabuilt-inSonyhometheatersystem.SomeretailersareconcernedthatSonymightturnouttobeboththeirsupplierandcompetitor.HowshouldSonydealwiththisconcern?參考答案：I.PutthefollowingfromChineseintoEnglishorviceversa.（每小題1分，共20分）1.hostcountry 2greymarket3.globalcompanyortransnationalcompany4.hedging5.franchising 6.strategicalliances7.customunion 8.localization9.valuechain lO.distributor11.購(gòu)買力平價(jià) 12.對(duì)外直接投資.非關(guān)稅壁壘 14市場(chǎng)滲透.定制化 16全球采購(gòu).合資企業(yè) 18戰(zhàn)略業(yè)務(wù)單元.即期匯率 20傾銷MakebriefexplanationsofthefollowingtermsinEnglish.（每小題3分，共15分）Underaninternationallicensingcontract,alicensorgrantsaforeignlicenseetherightstousethe1icensor*sintangibleassetsuchasitspatent,trademark,orknow-how.（2分）Inexchange,thelicenseewillpayafeeorroyalty.（1分）Directsellingisemployedwhenamanufacturerdevelopsanoverseaschannelsothatitdealsdirectlywithaforeignpartywithoutgoingthroughanintermediaryinthehomecountry.（3分）Transferpricingistosetapriceongoodsorservicestransferredbetweensubsidiariesordivisionsofthesameenterprise.（2分）ItisthepricingstrategyofaMNE.（1分）Thefullevolutionofaneconomicunionwouldinvolvethecreationofaunifiedcentralbank,（1分）theuseofasinglecurrency,（1分）andcommonpoliciesonagriculture,socialservicesandwelfare,regionaldevelopment,transport,taxation,competitionandmergers,constructionandbuilding,andsoon.（1分）OEMisknownascontractmanufacturing.Itsfullnameisoriginalequipmentmanufacturing.（1分）UnderanOEMagreement,theMNEprovidestheknow-howandsometimesequipmenttoasupplierthatmustprovidetheproductaccordingtothestandardsofauthorizedtechnology.（2分）HI.AnswerthefollowingquestionsinEnglish:（每小題5分，共20分）Graymarketproductsarethoseimportedbyanunauthorizedparty.Graymarketingmaybei1legalinthecasethattheprotectionisgrantedtoanindependentAmericantrademarkowner.Ingeneral,however,itislegaltoimportandsellgraymarketgoods. Inspiteofallthecriticisms,graymarketersdoserveusefulmarketingfunctions.Formanufacturers,graymarketershelpdistributingsurplusgoodsandperforinsomeoftheservicefunctions.Asamatteroffact,manymanufacturerstolerateorevenencouragethepracticeofgraymarketing.Forconsumers,graymarketersprovideanalternative-essentiallythesameproductforalowerprice.Theypromotethefreeenterprisesystem.Thediscrepancyofpricesintwocountriesforthesameproductcausesgraymarketingtoexistwhichinturnnarrowsthepricedifferential.Graymarketersthusbringaboutmoreuniformprices.ThereareseveralreasonswhyMNEsplacetheirtrademarksonproductsmadebyforeignfirms.First,theymaybeabletocreateauniqueproductbybundlingorunbundlingproductattributes.Second,thestrategyguaranteesthatMNEscannotbebypassedbytheirsuppliers.Third,theycanavoidfixedproductioncosts.Finally,thestrategyoffersthesefirmsbrandloyalty,bargainingpower,andprice.Foreignmanufacturersalsohavetheirownreasonsforagreeingtoplaceotherfirms,brandsontheproducts.Onebenefitistheeaseingainingmarketentryanddealers1acceptancewhichmayallowalargermarketshareoverallwhilecontributingtooffsetfixedcosts.Anotheradvantageisthattherearenopromotionalheadachesandexpenses.Finally,thestrategypreventsothercompetitorsfrommakingthissameproductforthesecustomers.Leverageissometypeofadvantagethatacompanyenjoysbyvirtueofthefactthatitconductsbusinessinmorethanonecountry.（1分）Experiencetransfers,scaleeconomies,resourceutilization,globalstrategy.Itcandrawonmanagementpractices,strategies,products,advertisingappeals,orsalesorpromotionalideasthathavebeentestedinactualmarketsandapplytheminothercomparablemarkets.（1分）Theglobalcompanycantakeadvantageofitsgreatermanufacturingvolumetoobtaintraditionalscaleadvantageswithinasinglefactory.（1分）Amajorstrengthoftheglobalcompanyisitsabilitytoscantheentireworldtoidentifypeople,money,andrawmaterialsthatwillenableittocompetemosteffectivelyinworldmarket.（1分）Aglobalstrategyisbuiltonaninformationsystemthatscanstheworldbusinessenvironmenttoidentifyopportunities,trends,threats,andresources.（1分）Itmustbestressedthattheintroductionofaproducttoaforeignmarketdoesnotmeanthatmarketsegmentation（geographicorotherwise）hasbeenautomaticallyemployed.Ifconsumersinanumberofcountrieshavethesamedesire,theirnationalityandgeographiclocationsareirrelevantanddonotrequirethesecountriestobetreatedasseparatemarketsorsegments.Minicases:（每小題10分,共20分）Directmai1islargelyundevelopedinmanycountries.Thisisespeciallytruewhereilliteracyishighandwherelaborischeap,makingiteasytouseasalespersontomakesalescalls.Stilldespitethesmallvolume,theuseofdirectmai1isgrowingrapidlyinmanycountries.Itcanbeexpectedthatlistownersmaydevelopmoreconfidenceintherentalprocessoftheirlistsandthatgovernmentregulationsmaypermitcompaniestohavemoreflexibilityincollectingpersonalinformationanddevelopinglistsonamoresophisticatedbasis.Itisthusnotunreasonabletoexpectgrowthintheuseandpopularityofdirectmail.Thisofcourseisanindicationofethnocentricity.Citizensandcorporationsofmanycountrieshoweverdonotseeanyneedtomakethissplit.Tothem,internationalbusinessisanaturaloccurrence.Internationalmarketingcomplementsdomesticmarketing,onebeingthenaturalextensionoftheother.Assuch,smartmarketerslookatdomesticmarketingandinternationalmarketingasbeinghighlyinterrelated-bothofwhichtheymustencountereverydayinconductingbusiness.Itisthusdangeroustobelievethatthereisacertainpointwhichdomesticmarketingendsandinternationalmarketingstarts.Openquestion(共15分)Sony'seffortisagoodillustrationofthebenefitsandproblemsderivedfromhavingmultipleorparallelchannels.Ontheonehand,itemploysmiddlemeninitsregular,longchannel.Ontheotherhand,ithasbeguntoaddthesecondanddirectchannelFrommanufacturers,standpoint,itisonlynaturalthattheyallwanttoutilizeallchannelsthatcancont