市场营销专业英语

市场营销专业英语AB卷期末考试题及答案2套

LPutthefollowingfromChineintoEnglishorviceversa.（每题1分，共20分）

1.东道国3.全球公司

5.特许经营7.关税同盟

9.价值链sing

powerparity

-tariffbarriers15.

customization

enturespot

exchangerate

2.灰色市场

4.套期保值

6.战略联盟

8.本土化

10.经销商

penetration

sourcing18.

strategicbusinessunits

g

iefexplanationsofthefollowingtermsinEnglish.（每题3分，共15分）licensing

llingchanneltransnationaltransferpricing

icunionOEM

thefollowingquestionsinEnglish:（每题5分，共20分）Whataregray

marketproducts?Aretheylegal?Dograymarketersrveufulmarketingfunctions—for

consumersandmanufacturers?

tailers（e.g.,Sears）andmanufacturers（e.g.,GeneralMotors）placetheirtrademarks

stherationalefortheactionsbythe

firmsDefineleverage,explainthedifferenttypesofleverageutilizedbycompanieswithglobal

operations.

However,ghoneprobablyshouldnotsaythat

certainmarketingmethodsaredomesticorinternational,itstilldoesnotmeanthatthe

rtfallwiththediscipline-bad

approachisthatthedisciplined-badcoursasdesignedandtaughtinAmerican

businessschoolsattheprenttimeareethnocentric.

estion（共25分）Whendesirable,thereisnothingwrongwithusing

expatriatepersonnelwhoarewellqualifiedandknowledgeableofthecompany's

product,technology,history,ficulties,however,

expatriatepersonnelfinditdifficulttocopewithanewandunfamiliarbusiness

eexpatriate'sfamilymustalsoshareintheburdenofmaking

socialadjustmentsrelatedtoshopping,schooling,andthelimitedentertainment

eexpatriatemayfearthatthedistancefromtheheadquarters

mayeliminatechancesforpromotion.

Tominimizetheproblems,thepersonnelforoverasassignmentsmustbelected

amiliesshouldalsobeinterviewedtodeterminethesuitabilityof

theirtemperamentforanoverasassignment.

followingfromChineintoEnglishorviceversa.（每题1分，共20分）

1.母国.跨国公司

5.特许经营.关税同盟

9.原产国g

n-

relatedenterpri

rationpricing19.

gmentation

iefexplanationsof

thefollowingtermsinEnglish.

（每题3分，共15分）

dumping

entric

orientationOEM

icuniondirect

llingchannel

thefollowing

questionsinEnglish:（每题5分，共20分）Whatismeantbygloballocalization?IsCoca-

Colaaglobalproduct?Explain.

licensing?Whydofirmssometimeschooitasameansofenteringaforeignmarket?

ethecharacteristicsofagoodinternationalbrandname?

leverage,explainthedifferenttypesofleverageutilizedbycompanieswithglobal

operations.

s:（每题10分，共20分）ComparedtoAmericans,areAsians:(1)more

group-oriented,(b)morefamily-oriented,and(c)moreconcernedwithsocialstatus?

HowmightsuchorientationsaffectthewayAmericansmarkettheirproductstoAsian

consumers?Giveexamplestodemonstrateyouropinions.

nsumersconsiderdirectmailasjunkmail,atermthatisoffensivetothedirectmarketing

yourasssmentofthefutureofdirectmailoveras?

estion(共25分)Asarearcher,youhavejustbeenaskedtodomarketing

rearchinordertomakerecommendationsonhowtomarketcoffeeinanumberof

Asian,European,estionsdoyouneedtoaskin

ordertounderstandthevaryingbuyingmotives,consumptionhabits,andusofthis

2.政府没收

4.市场开发

6.营销组合

8.标准化

10.竞争优势

arydata

sourcing

ssunits

gicalliance

particularproduct?

参考答案：

followingfromChineintoEnglishorviceversa.（每题1分，共20分）

country2confiscation

ingmix

rdization

lOpetitiveadvantage12.二手资料

13.非关税壁垒14国际产品生命周期.外企16全球采购

17.渗透价格18业务单元.市场细分20战略联盟

iefexplanationsofthefollowingtermsinEnglish.（每题3分，共15分）

1..Dumpingisdefinedasthepracticeofllingaproductabroadatapricebelow

thecostofproduction,（2分）orbelowitsnormalpriceinthedomesticmarket.（1分）

Opportunitiesoutsidethehomemarketarepursuedbyextendingvarioulementsofthe

marketingmix.（2分）agementessimilaritiesin

ductsthatsucceedinthehomecountry-aresuperior,socan

besoldeverywherewithoutadaptation.（1分）

lnameisoriginalequipment

manufacturing.（1分）UnderanOEMagreement,theMNEprovidestheknow-howandsometimes

equipmenttoasupplierthatmustprovidetheproductaccordingtothestandardsof

authorizedtechnology.（2分）Thefullevolutionofaneconomicunionwouldinvolvethe

creationofaunifiedcentralbank,（1分）theuofasinglecurrency,（1分）and

commonpoliciesonagriculture,socialrvicesandwelfare,regionaldevelopment,

transport,taxation,competitionandmergers,constructionandbuilding,andsoon.（1

分）

llingimployedwhenamanufacturerdevelopsanoveraschannelsothat

itdealsdirectlywithaforeignpartywithoutgoingthroughanintermediaryinthehome

country.（3分）□thefollowingquestionsinEnglish:（每题5分，共20分）

tsandmarketingactivitiesarestandardizedwhereverpossible（1分），but

adaptedwherenecessarywithinauniformformattomeetlocalneeds.（2分）Yes,itis.

（2分）

ninternationallicensingcontract,alicensorgrantsaforeignlicenethe

rightstouthelicensor,sintangibleastsuchasitspatent,trademark,orknow-

ange,thelicenewillpayafeeorroyalty.（3分）Licensingwillcost

littleforthelicensor,（1分）anditcangenerateimmediatereturnwithoutnewinvestment.

（1分）ld

beuniql

attentionmustbegiventopronunciation,makingsurethatthelanguageshavethebrand's

rmore,thenamemustbecapableofgainingregistrationandprotection.

geissometypeofadvantagethatacompanyenjoysbyvirtueofthefactthat

itconductsbusinessinmorethanonecountry.（1分）Experiencetransfers,scale

economies,resourceutilization,rawonmanagementpractices,

yoforigin

11.套期保值

yoforigin

11.套期保值

strategies,products,advertisingappeals,orsalesorpromotionalideasthathavebeen

testedinactualmarketsandapplytheminothercomparablemarkets.（1分）Theglobal

companycantakeadvantageofitsgreatermanufacturingvolumetoobtaintraditional

scaleadvantageswithinasinglefactory.（1分）Amajorstrengthoftheglobalcompany

isitsabilitytoscantheentireworldtoidentifypeople,money,andrawmaterialsthat

willenableittocompetemosteffectivelyinworldmarket.（1分）Aglobalstrategy

isbuiltonaninformationsystemthatscanstheworldbusinesnvironmenttoidentify

opportunities,trends,threats,andresources.（1分）Minicas:（每题10分,共20分）

edtoAmericans,Asiansaremoregroup-oriented,morefamily-oriented,and

,amarketerofanAmericanproductneedstobecarefulin

utilizingsuchappealsasindividualism,independence,d,the

emphasisshouldbeongroups,families,andstatus.

especiallytruewhere

illiteracyishighandwherelaborischeap,makingiteasytouasalespersontomake

espitethesmallvolume,theuofdirectmailisgrowingrapidly

eexpectedthatlistownersmaydevelopmoreconfidencein

therentalprocessoftheirlistsandthatgovernmentregulationsmaypermitcompanies

tohavemoreflexibilityincollectingpersonalinformationanddevelopinglistsona

usnotunreasonabletoexpectgrowthintheuand

popularityofdirectmail.

estion（共25分）Thepurpoofthisquestionistogetstudentsto

recognizethevaryingusageandbuyingmotivesofarelativelysimpleproduct一一

t,thestudentsmaybeatalosstoewhyanyquestioningiven

necessary,ilaftertalking

toforeignstudentsorotherforeign-bornpersonswilltheyrealizethattherearemany

differentkindsofcoffeecoupledwithvaryingbuyingmotives.

Thequestionswouldbeasfollows.

Howiscoffeeud-inbeanform,ground,orpowdered?Ifitisground,howisitbrewed?

Whichcoffeeispreferred--BrazilianSantosblendedwithColombiancoffee,orrobusta

fromtheIvoryCoast?Isitroasted?Dothepeoplepreferdarkroastedorblondcoffee?

ThecolorofNestle，ssolublecoffeemustrembleasclolyaspossiblethecolorof

ermansdrinkcoffeeafterlunchorwiththeir

breakfast?Dotheytakeitblackorwithcreamormilk?Dotheydrinkcoffeeinthe

evening?Dotheysweetenit?InFrance,theanswerisclear:inthemorning,coffeewith

milk;atnoon,blackcoffee一一i.e.,agedo

peoplebegindrinkingcoffee?Isitatraditionalbeverage,asinFrance,orisitaform

ofrebellion,asinEnglandandJapan,wheretheyoungergenerationhastakenupcoffee

drinkinginordertodefytheirtea-drinkingparents?

etinginaforeigncountry,mustafirmautomaticallyutilizegeographicgmentationor

othergmentationbas?

s:（每题10分,共20分）.Manyconsumersconsiderdirectmailasjunk

mail,your

asssmentofthefutureofdirectmailoveras?

becomingIBM'schairmanandchiefexecutiveofficer,er,ce-

tAmericanExpress,hestatedthat“thesplitbetween

internationalanddomesticisveryartificial-andattimesdangerous."Doyouagreewiththestatement?

Offeryourrationale.

estion（共25分）SonyCorp,ofAmerica,inanefforttoincluderetailing

initsoperations,nited

States,the

store,nboomboxes"andcamcordersaredisplayedonpedestalsasiftheywereart

objects,leryincludesa

retailersareconcernedthatSonymightturnouttobeboththeirsupplierand

uldSonydealwiththisconcern?

参考答案：

followingfromChineintoEnglishorviceversa.（每题1分，共20分）

country2greymarket

gicalliances

butor

11.购买力平价12.对外直接投资.非关税壁垒14市场渗透

15.定制化16全球采购.合资企业18战略业务单元

19.即期汇率20倾销MakebriefexplanationsofthefollowingtermsinEnglish.（每题3

分，共15分）

ninternationallicensingcontract,alicensorgrantsaforeignlicene

therightstouthelicensor'sintangibleastsuchasitspatent,trademark,or

know-how.（2分）Inexchange,thelicenewillpayafeeorroyalty.（1分）

llingimployedwhenamanufacturerdevelopsanoveraschannelsothat

itdealsdirectlywithaforeignpartywithoutgoingthroughanintermediaryinthehome

country.（3分）Transferpricingistotapriceongoodsorrvicestransferred

betweensubsidiariesordivisionsofthesameenterpri.（2分）Itisthepricing

strategyofaMNE.（1分）

levolutionofaneconomicunionwouldinvolvethecreationofaunified

centralbank,（1分）theuofasinglecurrency,（1分）andcommonpolicieson

agriculture,socialrvicesandwelfare,regionaldevelopment,transport,taxation,

competitionandmergers,constructionandbuilding,andsoon.（1分）

lnameisoriginalequipment

manufacturing.（1分）UnderanOEMagreement,theMNEprovidestheknow-howandsometimes

equipmenttoasupplierthatmustprovidetheproductaccordingtothestandardsof

authorizedtechnology.（2分）thefollowingquestionsinEnglish:（每题5

分，共20分）

rketingmay

beillegalinthecathattheprotectionisgrantedtoanindependentAmericantrademark

ral,however,eof

allthecriticisms,ufacturers,

graymarketershelpdistributingsurplusgoodsandperformsomeofthervicefunctions.

Asamatteroffact,manymanufacturerstolerateorevenencouragethepracticeofgray

sumers,graymarketersprovideanalternative--esntiallythesame

crepancyof

pricesintwocountriesforthesameproductcausgraymarketingtoexistwhichinturn

rketersthusbringaboutmoreuniformprices.

reveralreasonswhyMNEsplacetheirtrademarksonproductsmadebyforeign

,theymaybeabletocreateauniqueproductbybundlingorunbundling

,thestrategyguaranteesthatMNEscannotbebypasdbytheir

,y,thestrategyoffers

thefirmsbrandloyalty,bargainingpower,nmanufacturersalsohave

theirownreasonsforagreeingtoplaceotherfirms，efi

tistheeaingainingmarketentryanddealers，acceptancewhichmayallowalarger

radvantageisthat

y,thestrategypreventsother

competitorsfrommakingthissameproductforthecustomers.

geissometypeofadvantagethatacompanyenjoysbyvirtueofthefactthatit

conductsbusinessinmorethanonecountry.（1分）Experiencetransfers,scaleeconomies,

resourceutilization,rawonmanagementpractices,strategies,

products,advertisingappeals,orsalesorpromotionalideasthathavebeentestedin

actualmarketsandapplytheminothercomparablemarkets.（1分）Theglobalcompanycan

takeadvantageofitsgreatermanufacturingvolumetoobtaintraditionalscaleadvantages

withinasinglefactory.（1分）Amajorstrengthoftheglobalcompanyisitsability

toscantheentireworldtoidentifypeople,money,andrawmaterialsthatwillenable

ittocompetemosteffectivelyinworldmarket.（1分）Aglobalstrategyisbuiltonan

informationsystemthatscanstheworldbusinesnvironmenttoidentifyopportunities,

trends,threats,andresources.（1分）Itmustbestresdthattheintroductionofa

producttoaforeignmarketdoesnotmeanthatmarketgmentation（geographicor

otherwi）umersinanumberofcountrieshave

thesamedesire,theirnationalityandgeographiclocationsareirrelevantanddonot

requirethecountriestobetreatedasparatemarketsorgments.

s:（每题10分，共20分）Directmailislargelyundevelopedinmanycountries.

Thisispeciallytruewhereilliteracyishighandwherelaborischeap,makingiteasy

espitethesmallvolume,theuof

eexpectedthatlistowners

maydevelopmoreconfidenceintherentalprocessoftheirlistsandthatgovernment

regulationsmaypermitcompaniestohavemoreflexibilityincollectingpersonal

usnot

unreasonabletoexpectgrowthintheuandpopularityofdirectmail.

nsandcorporationsofmany

,internationalbusiness

ationalmarketingcomplementsdomesticmarketing,one

,smartmarketerslookatdomestic

marketingandinternationalmarketingasbeinghighlyinterrelated--bothofwhichthey

usdangeroustobelievethat

thereisacertainpointwhichdomesticmarketingendsandinternationalmarketingstarts.

estion（共15分）Sony，ffortisagoodillustrationofthebenefitsand

nehand,itemploys

middlemeninitsregular,therhand,ithasbeguntoaddthe

condanddirectchannelFrommanufacturers，standpoint,itis

onlynaturalthattheyallwanttoutilizeallchannelsthatcan

aofSony,such

agoalbecomevenmorecriticalbecautheconsumer-electronics

businessismaturing.

SonyclaimsthatthepurpooftheChicagoGalleryistofurther

strengthenitspositiveimagebyofferingin-depthproduct

information,demonstrations,leryshowcas

Sony，sfullproductline,includingnewSonytechnologiesthatmany

retailershaveyettocarry（e.g.,DataDiscman-booksoncompact

discs）.Becauretailers,asarule,emphasizepriceratherthan

productfeatures,Sonywantstomakethedemandforitsproductless

ingtothepresidentofSonyConsumerProducts

Group,Sonymustexplainwhyitsproductsdervetobe''higher-

valuepurchas.，zTheGalleryallowsthefirmtoexplainitspremium

rwords,thenewchannelis

moreofapromotionaltoolthanadistributiontool.

FromtheperspectiveofSony'sretailers,itishardlysurprising

thattheyhaveacauforconcern:theirownsuppliermaytakesalesawayfromthemand

ysuchfears,Sonyhasstatedthat

thegoaloftheGalleryisnottomakemoneybutrathertomakeconsumerscomfortable

withSony，sproducts,makingthemwanttobuySony，sproductsregardlessoftheretail

goalisaccomplished,

assureretailersthatSonyisnotacompetitor,Sony'sGalleryllsproductsatfull

retailpriceandevensteersshopperstowardlocalSonydealerswhousuallyhavelower

rategy,ifexecutedproperly,shouldallowSonytobolsteritspositive

image,keepitspremiumprice,minimizedealerconflict,andmaintaindealerloyalty.

followingfromChineintoEnglishorviceversa.（每题1分，共20分）

1.东道国

3.跨国公司

5.许可

7.新兴市场

9.利基者

enture

gerate

hain

g

yoperation

2.全球采购.价格歧视

6.促销.产品调整

10.经销商ationalstrategy

yoforigin

development

iefexplanationsofthefollowingtermsinEnglish.(每题3

分，共15分)OEM

icunionglocalization

ginternationaltransferpricing

thefollowingquestionsinEnglish:(每题5分，共20

分).Aredomesticmarketingandinternationalmarketingdifferentonly

inscopebutnotinnature?

ndardmarketingtechniques(e.g.,marketgmentationandproductpositioning)beudto

marketrviceslocallyandinternationally?

licensing?Whydofirmssometimeschooitasameansofenteringaforeignmarket?

tailers(c.g.,Scars)andmanufacturers(c.g.,GeneralMotors)placetheirtrademarkson

stherationalefortheactionsbythe

firmsMinicas:(每题10分,共20分)

graphicvariableshaveuniversalmeanings?Istherealikelihoodthattheymaybe

interpreteddifferentlyindifferentcultures?

thebest-knownbusinessschoolsintheUnitedStateswanttoemphasizediscipline-bad

coursandeliminateinternationalcours,badontherationalethatmarketingandmanagement

eaneedtostudyinternationalmarketing?Discussthepros

andconsofthediscipline-badapproachascomparedtotheinternationalapproach.

estion（共25分）Shouldexpatriatepersonnelbeud?Whataresomeof

thedifficultiesthattheymayencounteroveras?Whatcanbedonetominimizethe

problems?

参考答案：

1.东道国

3.跨国公司

5.许可

7.新兴市场

9.利基者

enture

gerate

hain

g

yoperation

followingfromChineintoEnglishorviceversa.（每题1分，共20分）

untry

ationalcompany

ing

ngmarket

MakebriefexplanationsofthefollowingtermsinEnglish.（每题3分，共15分）

lnameisoriginalequipment

manufacturing.（1分）UnderanOEMagreement,theMNEprovidestheknow-howand

sometimequipmenttoasupplierthatmustprovidetheproductaccordingtothe

standardsofauthorizedtechnology.（2分）Thefullevolutionofaneconomicunion

wouldinvolvethecreationofaunifiedcentralbank,（1分）theuofasingle

currency,（1分）andcommonpoliciesonagriculture,socialrvicesandwelfare,

regionaldevelopment,transport,taxation,competitionandmergers,constructionand

building,andsoon.（1分）

tsandmarketingactivitiesarestandardizedwhereverpossible（1分），but

adaptedwherenecessarywithinauniformformattomeetlocalneeds.（2分）Dumpingis

definedasthepracticeofllingaproductabroadatapricebelowthecostofproduction,

（2分）orbelowitsnormalpriceinthedomesticmarket.（1

分）Transferpricingistotapriceongoodsorrvicestransferredbetween

subsidiariesordivisionsofthesameenterpri.（2分）Itisthepricingstrategyof

aMNE.（1分）

thefollowingquestionsinEnglish:（每题5分，共20分）Itirroneoustostate

thatdomesticmanot

unlikestatingthatnationalmarketingandlocalmarketing,exceptforthescope,aresimilar.

sdomesticmarketing

involvesonetofuncontrollablevariables,internationalmarketinghasatleasttwotswhichinteract

rmore,thevariablesineachtarenotidenticalintermsofnumber,degree,or

kind.

andardmarketingtechniquesasmarketgmentationandproductpositioningare

universalinthenthattheycanbeudlocallyaswellasinternationally,andthey

canbeappliedtobothproductsandrvices.

Asinthecaofinternationalbanking,exceptfortheverylargebanks,mostbanks

simpore,

somekindofmarketgmentationisnecessaryinordertosatisfycertaincustomersvery

east,thebankswi11

rmore,

theymayudemographicgmentationinordertocatertoacertainkindofbanking

sitionthemlvesaxpertsin

raisingacertainkindofcapitalinacertainpartoftheworld;othersposition

themlvesasmultinationalbankswhichcanofferallkindsofglobalbankingrvices.

untry

ationalcompany

ing

ngmarket

2globalsourcing

iscrimination

ion

tadaptation

butor

11.合资企业

13.

15.

17.

19.

汇率价值

链套期保

值交钥匙

协议

12.全球扩张战略

14一手资料

16原产国

18全球业务单元

20市场开发

ninternationallicensingcontract,alicensorgrantsaforeignlicenethe

rightstouthelicensorsintangibleastsuchasitspatent,trademark,orknow-

ange,thelicenewillpayafeeorroyalty.（3分）Licensingwillcost

littleforthelicensor,（1分）anditcangenerateimmediatereturnwithoutnewinvestment.

（1分）ThereareveralreasonswhyMNEsplacetheirtrademarksonproductsmadeby

,theymaybeabletocreateauniqueproductbybundlingorunbundling

,thestrategyguaranteesthatMNEscannotbebypasdbytheir

,y,thestrategyoffers

thefirmsbrandloyalty,bargainingpower,nmanufacturersalsohave

theirownreasonsforagreeingtoplaceotherfirms，efit

istheeaingainingmarketentryanddealers，acceptancewhichmayallowalarger

radvantageisthat

y,thestrategypreventsother

competitorsfrommakingthissameproductforthecustomers.

s:（每题10分,共20分）Evendemographicsmayhaveproblemsintermsof

raphicvariable

,however,isnotalwaysconsideredinthesameway--the

ionlevel,likewi,does

ningofprimaryschool,gradeschool,

condaryschool,highschool,college,uswiin

manyinstancestoaskaboutthenumberofyearsofschoolingattendedbytherespondent.

ischallengingintwoaspects--whetheritisdesirabletosplitdomestic

frominternationalandwhetheracertaineducationalapproachisgeocentricor

jectmattercoveredhereishighlyrelatedtothefirstassignment.

Severalwell-knownbusinessschoolsenoneedtoofferinternationalcours,withthe

rationalethatthebasicdisciplinesandprinciplesofmarketing,management,andsoon

,theyarguethatmarketingismarketing,andthereshouldbe

cipline-badapproachmay

appeartobeappropriateonthiscount.