全球營(yíng)銷(xiāo)管理復(fù)習(xí)資料13663247.doc

I. 單項(xiàng)選擇1.United States, Switzerland, Germany are good example of p71A. High-context culture B. Basic culture C. Universal culture D. Low-context culture2. Which market entry strategy involves highest risk?p240A. Export出口 B. Joint venture合資公司C. Licensing 許可證 D. Wholly owned subsidiaries全資子公司3. Which of the following is NOT the method used for analyzing research data? p182A. Scanning 掃描 B. Income elasticity measurements 收入彈性的測(cè)量C. Market estimation by analogy 通過(guò)類(lèi)比市場(chǎng)估計(jì) D. Demand pattern analysis需求分析4. Which of the following is the criteria準(zhǔn)則 for global market segmentation細(xì)分? p192A. Geographic segmentation 地理 B. Demographic segmentation 人口C. Psychographic segmentation 心理 D. All of the above5. Code law is p97A. Based on written norms 標(biāo)準(zhǔn) (codices), supplemented by judicial decisions.司法裁決B. Rests on tradition and precedence stemming from past jurisdiction. C. Is decision-making authority.權(quán)力D. Supreme and independent political authority.6. Which of the following is NOT the strategy for positioning products?A. Positioning by productB. Positioning by quality C. Positioning by use/userD. Positioning by attribute or benefit7. Which of the following is not one of the environmental influences on pricing decisions? P359A. Currency fluctuations貨幣波動(dòng) B. Government control and subsidies政府管制和補(bǔ)貼C. Competitive behavior競(jìng)爭(zhēng)行為 D. penetration pricing滲透定價(jià)法8. Japan, Saudi Arabia are good example of p71A. High-context culture B. Basic culture C. Universal culture D. Low-context culture9. Which of he following products use high-tech positioning more effectively?高新技術(shù)A. FlowersB. Fragrances香水C. Fashion 時(shí)裝D. Personal computer10. Which of the following is NOT the option a company can use to distribute industrial goods?A. Manufacturers sales forces制造商 B. Wholesaler 批發(fā)商C. Distributor 批發(fā)公司 D. Franchise operations 經(jīng)銷(xiāo)商 p39611. Which of following is NOT the market expansion strategies?p254A. Countries focus B. Product focusC. Narrow focus D. Country diversification12. Which of the following is NOT the tools used to collect primary market data?p179A. Survey research B. InterviewsC. Focus group D. Search on-line databases 13. Which of the following is not a global pricing strategy? p364A. competitive pricing競(jìng)爭(zhēng)價(jià)格 B. Market skimming撇脂定價(jià)C. Penetration pricing滲透定價(jià) D. Market holding市場(chǎng)維持14. Common law is p97A. Based on written norms (codices), supplemented by judicial decisions.B. Rests on tradition and precedence stemming from past jurisdiction. 建立在傳統(tǒng)和來(lái)自過(guò)去的管轄權(quán)優(yōu)先C. Is decision-making authority. D. Supreme and independent political authority.15. Which of the following is NOT a strategy for positioning products?p339A. Positioning by use/user B. Positioning by quality C. Positioning by attribute or benefit D. Positioning by product16. Which of the following is a criteria for global market segmentation?A. Geographic segmentation B. Demographic segmentation C. Psychographic segmentation D. All of the above17. Which market entry strategy involves highest risk?A. Export B. Joint venture合資公司C Licensing 許可證 D. Wholly owned subsidiaries全資子公司18. There are three basic categories of target marketing strategies, which of the following is NOT one of them P201A. Concentrated global marketing 集中性 B. Standardized global marketing無(wú)差異C. Differentiated global marketing 差異化營(yíng)銷(xiāo) D. Skimming price marketing撇脂定價(jià)19. Adopter categories are classification of individuals within a market on the basis of their innovativeness. _ are the most influential people in their communities, even more than the innovators. P161A. LaggardsB. Early majority C. Late majority D. Early adoptersII. 判斷題1. A lower level of political risk tends to attract higher investments. T2. Products can be classified into consumer and industrial goods.T3. Command 控制分配Allocation Economic Systems Relies upon consumers to allocate resources. Fp344. Consumer goods are usually more sensitive to cultural diversity than industrial goods. T p3935. Segmentation is the process of dividing the world market into distinct subsets of customers that have similar needs. Tp192 6. Gray market goods are trademarked products that are exported from one country to another where they are sold by unauthorized persons or organizations. T P3687. Primary Data is from sources that already exist - they have not been gathered for the specific research project.F P1798. Cost-based transfer pricing is derived from the price required to be competitive in the international market. FP373market-based transfer pricing9. Demographic segmentation focus on whether & how much people buy or use a product. FP19310. Market Allocation Economic Systems decides which products to make.F P33Command allocation Economic Systems11. For high context culture, words carry most of the information in communication. Fp7112. Ethnocentric 種族主義views each host country is unique; sees differences in foreign countries. FP1213. National products are offered in a portion of a national market. FP332Local products 14. Gray market goods are trademarked products that are exported form one country to another where they are sold by unauthorized persons or organizations. T P36915. Distribution channel can not be a source of competitive advantage. F 16. Consumer goods are usually more sensitive to cultural diversity than industrial goods. TP39617. Inadequate 不充足的international marketing research can cause代價(jià)高的costly mistakes. T18. Global marketing activit