对外经济贸易大学全球营销题库
对错判断题
1.To avoid errors in business decisions, it is necessary to conduct a cross-cultural
analysis that emphasizes the need for ethnocentrism.
2.Patent rights, trademark rights, and the rights to use technological processes are
granted in foreign licensing.
3.The Star Alliance reflects the international joint ventures among airline companies
around the world.
4.When a Chinese student goes to USA to pursuit his studies, he tries to learn about
a new culture, form new friends. This process is called acculturation.
https://www.wendangku.net/doc/6a18748982.html,ck of incentives offer(s) the best explanation for the unwillingness or inability of
many international consumers to respond to research surveys.
6.When a questionnaire includes many complex questions, the phone survey is an
appropriate method.
7.Some products and issues are very politically sensitive, for example, products
involving the health, environment, and security.
8.The slogan “World’s Local Bank” is a typical illustration of “Think globally, Act
locally”.
9.The emerging countries have the same meanings as developing countries.
https://www.wendangku.net/doc/6a18748982.html,pared to greenfield investment, the cross-border M&A is less sensitive to the
financial crisis.
11. A government boycott is an absolute restriction against the purchase and
importation of certain goods from other countries.
12.There is a global rush toward industrialization and economic growth; as this occurs,
environmental issues become less important.
13.The Individualism/Collectivism Index measures the tolerance of social inequality.
14.One of the methods for reducing political vulnerability and risk is to license
products, services, or technology.
15.One of the questions used to ensure validity of secondary data in the international
market is "for what purposes were the data collected?"
16.Consumer services are distinguished by four unique characteristics--intangibility,
inseparability, homogeneity, and longevity.
17.With respect to international marketing, ideally, a website should be translated into
the languages of the target market.
https://www.wendangku.net/doc/6a18748982.html,parative advertising is very heavily regulated in many parts of the world.
19.One of the primary functions of a cartel is to control markets for its goods and
services.
20. A good illustration of an uncontrollable variable that might impact international
business is a marketing decision with respect to research.
21. A balance-of-payments statement includes the following: the current account, the
past account, and the overdue account.
22.Each revolution in electronic technology has had a profound effect on human
condition, economic growth, and the manner in which commerce functions.
23.Good illustrations of elements of culture would be one's family, religion, schools,
media, government, and even corporations.
24.Confiscation (as a political risk) is the seizing of a company's assets without
payment.
25.There are two primary differences between international marketing research and
domestic research. One of these differences is that international marketing research is always more expensive to conduct.
26.The process by which a new product spreads throughout a society is called the
product life cycle.
27.Another term for complementary marketing is piggybacking.
28.Factors that impact international advertising in almost every market are media
availability, cost, coverage, and appropriateness of the media.
29. A good way to describe price escalation is to define the term as being the added
costs incurred as a result of exporting products from one country to another.
30.Current NAFTA members include the United States, Canada, Mexico, and Brazil.
31.The primary multinational trade group in Asia is the Association of Southeast
Asian Nations (ASEAN).
32.Not surprisingly, the Middle East has been very aggressive in forming
multinational market groups.
33.The most advanced and viable of Africa's regional organizations is called the
Southern African Development Community.
34.The blueprint for the European Union began with the Treaty of Rome in 1957.
35. A well-known baby-food producer that introduced small jars of baby food in
Africa complete with labels featuring a picture of a baby experienced the classic
example of misinterpreted symbols--consumers thought it was ground-up babies in
a jar. This would be an example of a problem with the packaging component in the
product component model.
36.One of the consistencies that marketers can look forward to when marketing
products abroad is that (in general) almost all labeling laws worldwide are
essentially the same.
37.The vast majority of services enter foreign markets by licensing, franchising,
or direct investment
38.Brand image is at the very core of business identity and strategy.
39.According to the text it has been reported that consumers in "Eastern" cultures are
more likely to understand and appreciate brand extensions because of their more
holistic thinking than consumers in "Western" cultures with their more analytical
thinking patterns.
40.Agent middlemen take title to the goods and buy and sell on their own account.
41.Merchant middlemen take title to the goods and buy and sell on their own account.
42.An e-vendor in a foreign market can generally ignore culture as an important
variable because the commerce is being done via the Internet that is culturally
insensitive.
43.Decoding errors often occur because a word in one language means something else
in another language.
44.An example of noise in the communications process is competitive advertising.
45.The United States leads the world with numbers of people who read a daily
newspaper.
46.International marketers encounter one of three patterns with respect to television
and radio advertising; black and white broadcasting, satellite censuring, or
excessive competitive alternatives.
47.The WTO (World Trade Organization) is an institution, not an agreement as was
GATT.
48.Those that protest WTO meetings are generally thought to be antiglobalization in
their orientation.
49.The United States would be correctly labeled as relationship-oriented culture
because it is high-context, respects collectivism, and follows polychronic time.
50.When a questionnaire includes many complex questions, the phone survey is an
appropriate method.
选择题
1.Writing in the Harvard Business Review about "The Globalization of Markets," Theodore
Levitt observed that:
a.the world is becoming more heterogeneous
b.the world is becoming more homogeneous
c.the 4Ps do not apply to global marketing
d.products should be adapted to needs and wants on a market-by-market basis
2.I n the United States, unrelated individuals keep a
certain physical distance between themselves and others when talking or in groups. We do not consciously think about that distance; we just know what feels right without thinking.
Someone from another culture would not necessarily understand this and would apply their own rules for contact when speaking. The preceding is an illustration of what is called
applying a ___________ when reviewing the mentioned social custom of contact.
a. self-space
b. separation
c. integration
d. self-reference criterion (SRC)
3.Successful businesspeople in the twenty-first century have ___________ and a frame of
reference that goes beyond a region or even a country and encompasses the world.
a. a sense of fashion
b. global awareness
c. consumer mind-set
d.pronounced skill in promotion
4.The Ajax Corporation has decided to enter the international marketing arena by marketing its
products on a country-by-country basis, with separate marketing strategies for each country.
The company is using which of the following concepts to formulate its international policies and strategies?
a. domestic market extension concept
b. multidomestic market concept
c. global marketing concept
d. universal marketing concept
5.According to the text, the primary difference in the practice of marketing at the domestic
versus the international level is:
a. the environment within which the marketing plans must be implemented.
b. the revenues necessary to be successful.
c. the demand charts available to the marketer.
d. the control over the budget.
6.The term glocalization suggests that global marketers:
a.must embrace the paradox of standardization and adaptation.
b.need an ethnocentric mindset.
c.can ignore customer preferences in individual countries.
d.should focus on consumer markets rather than industrial ones
7.When Jack Welch, former CEO of GE, says that, "Globalization must be taken for granted," he is
advocating which management orientation:
a. ethnocentric
b. polycentric
c. regiocentric
d. geocentric
8.What do the Triad, the Group of Seven, and the OECD havein common?
a.members are all “high income” countries
b.members are all “low income” countries
c.members are all “lower-middle income” countries
d.members are all “upper-middle income” countries
e.members include representatives from all economic categories
9.According to the criteria of World Bank, South Korea can be classified as a ( ) country.
a. lower-middle-income
b. higher-middle-income
c. high-income
d. low-income
10.In 2010, the GNI per capita in China attained US$4 260, and as a result, China is now a
( ) country.
a. lower-middle-income
b. higher-middle-income
c. high-income
d. low-income
11.To be exact, WTO is a ( ).
a. agreement
b. group
c. institution
d.
convention
12.The member countries of NAFTA are:
a.U.S.A, Canada and Japan.
b.U.S.A and Canada
c.U.S.A, Canada and South American countries
d.U.S.A, Canada and Mexico.
13. A Westerner who wants to work in Japan must learn different bows, e.g. the bow for
meeting colleagues in a hall, the bow for greeting customers, and the bow for special
occasions. This shows the importance of:
a low-context culture c.non-verbal communication
sensitivity
universals d.environmental
b.cultural
14.As Mike Jones has grown up he has learned a great about his culture from his schools,
church, mass media, and family. This learning is called ( ):
a. acculturation
b. socialization.
c. naturalization
d. adaptation.
15.Which of the following would be the best description about elements of cultures?
a. values, rituals, and symbols
b. values, symbols, religions and beliefs
c. values, symbols, beliefs, religions and thought processes
d. values, rituals, symbols, beliefs, and thought processes
16.In what dimensions of Hofstede’s cultural typology the scores of China are much higher
than those of U.S.A?
a. Individualism and Power Distance
b. Masculinity and Power Distance
c. Masculinity and Individualism
d. Long-term orientation and Power Distance
17.( ) is a phrase used to describe a country or regional culture where a business deal
depends more on person's word than on formal paperwork or a legally-binding contract.
a. high-context culture
b. low-context culture
c. cultural universal
d. self-reference criterion
18.Which of the following cultural dimensions is concerned with man's search for virtue and
is more prevalent in Asian countries?
a.power
distance b.individualist/collectivist
c. feminine/masculine
d.uncertainty avoidance
e. long-term orientation
19.In terms of power distance, China is rated most closely to which of the following
countries?
France
d.United
Germany b.Japan c.
a.
Kingdom
20.To apply a global sensory brand image strategy, which type of society is most
appropriate?
a. collectivist
b. individualist
c. high power distance d .low power
distance
21.Which of the following is NOT a common law country?
a.Great
Britain b.France
d.Singapore
c.India
e.Hong Kong
22.In many parts of the world, sales of unauthorized videos of Hollywood movies cost the
movie studios billions of dollars. When illegal copies of movies are made, what form of
intellectual property has been wrongly appropriated:
copyright
patent b.
a.
secrets
trade
trademark
c.
d.
23.Which of the following orientations (synthesis) of culture would be described by a
culture that is high-context, has collectivism, high power distance, and uses polychronic
time?
a. information-oriented (IO)
b. relationship-oriented (RO)
c. government-oriented (GO)
d. worker-oriented (WO)
24.As Luci Chen sits in her office in Shanghai she is looking at her daily appointment
calendar. Even though she has many appointments, she knows that she will spend
quality time with each person. After all, being involved with people and being sensitive
to relationships is just as important (if not more important) than sticking to a schedule.
Ms. Chen could be characterized following which of the following time models?
a. P-time--polychronic time.
b. B-time--bimodal time.
c. D-time--dual time.
d. M-time-monochronic tim
e.
25.Betty Roberts became an embarrassment to her company when she joked about the
ruling monarchy in England before a group of visiting English businessmen and women.
Betty should have known that political ridicule by a foreigner is rarely accepted. Ms.
Roberts has violated what is known as a cultural:
a. imperative
b. elective.
c. exclusive.
d.
standard.
26.The phrase "Buy American" would most closely be associated with which of the
following?
a.
ethnocentrism
b.
socialism
nationalism d.
polarism
c.
27.All of the following are considered to be economic risks that can be faced by
international companies EXCEPT:
a. exchange controls.
b. local-content laws.
c. import restrictions.
d. tax controls.
e. production costs.
28.Brian is attempting to forecast political instability and help management identify and
evaluate political events and their potential influence on current and future international
business decisions. Brian is engaged in:
a. political risk assessment
b. political security.
c. democratization.
d. economic risk assessment
29.Which of the following contact methods in survey performs best in terms of minimizing
social desirability bias?
a. in-home
b. intercept
c. online
d. phone
30.Market research firms are discovering that global clients want more than mere
descriptions of what is happening in the marketplace, they want explanations of why it
is happening. This suggests an increased emphasis on( )
a. quantitative data
b. qualitative data
c. probability samples
d. convenience samples
31.Unisys Corporation suggests that five areas should receive an information gatherer’s
attention when conducting research. Which of the following areas would be the best
avenue for research if the researcher were interested in a general non-economic review
of conditions affecting the company’s business?
a. economics
b. overview of market conditions
c. summary of technology environment
d. competitive situation
e. cultural, social, and political estimate
32.Reuben Martinez has decided to hire a marketing researcher to collect 200 survey
questionnaires from his current customers to determine customer satisfaction. What
type of data has Mr. Martinez requested from his marketing researcher?
secondary
data
b.
data
primary
a.
data
observational
data d.
global
c.
33.Though definitions of marketing research and international marketing research are
basically the same, there are two distinct complications that impact international
marketing research. Which of the following would be one of those complications?
a.international marketing research is always more expensive than domestic
research.
b.international marketing research is very poor when it comes to promotional
studies.
c.international marketing research is better with respect to cultural research
because it involves more cultural information.
d.the environments within which the research tools are applied are often
different in foreign markets.
e.inaccuracies interpreting respondents answers in international marketing
research due to language barrier.
34.In _________ translation, more than two translators are used for the translation into the
origination language; the results are compared, differences discussed, and the most
appropriate translation selected.
a. back
b. parallel
simultaneous
c. decentering
d.
35.Which statement about the emergent “Global Teens” global segment is incorrect?
a.such global segment assumes no difference among consumers within one
country.
b.such global segment is drawn from a micro-level global segmentation
c.such global segment is a cross-boundary segment across the whole world
d.such global segment provides opportunities for global companies taking
standardization strategy.
36.With respect to global marketing management, the argument for managing in
international arena for the 1990s was framed as ( ):
versus
globalization
a. standardization versus adaptation.
b.
localization.
capitalism versus
c. global integration versus local responsiveness
d.
socialism/communism.
e. buy now versus buy later.
37.All of the following are benefits of global marketing EXCEPT:
a. access to the toughest customers.
b. economies of scale.
c. transfer of experience and know-how.
d. financial benefits.
e. international travel
benefits.
38.When we talk about distance in international marketing, it might include the following
dimensions EXCEPT
a. cultural.
b. economic
c. political/administrative
d. geographic
e. language
39.Which of the following is not an equity entry mode in international marketing?
a. contractual agreement
b. international joint ventures
greenfield
M&A. d.
investment.
cross-border
c.
40.During which of the following international planning phases would the marketer make
decisions that involved the situation analysis, objectives and goals, budgets, and action programs?
a. adapting the marketing mix to target markets
b. developing the marketing plan
c. matching company and country needs
d. implementation and control
41.The rallying cry of the global marketer is:
a."Think globally, act globally"
b."Think globally, act locally"
c."Think locally, act locally"
d."Think locally, act globally"
42.Which of the following is NOT a common law country:
a.Great Britain
b.France
c.India
d.Singapore
e.Hong Kong
43.In many parts of the world, sales of unauthorized videos of Hollywood movies cost the
movie studios billions of dollars. When illegal copies of movies are made, what form of intellectual property has been wrongly appropriated:
a.patent
b.copyright
c.trademark
d.trade secrets
44.Reuben Martinez has decided to hire a marketing researcher to collect 200 survey
questionnaires from his current customers to determine customer satisfaction. What type of data has Mr. Martinez requested from his marketing researcher?
a.Primary data
b.Secondary data
c.Global data
d.bservational data
45.Which of the following is NOT a demographic variable:
a.age
b.gender
c.income
d.level of educational attainment
e.opinion about health risks associated with smoking
https://www.wendangku.net/doc/6a18748982.html,nd Rover markets a luxury model, the Range Rover, the mid-priced Discovery, and, at
the lower end, the Freelander. What target market strategy is Land Rover utilizing:
a.standardized global marketing
b.concentrated global marketing
c.differentiated global marketing
d.psychographic global marketing
47.Which statement about the emergent “Global Teens” global segment is incorrect?
a.Such global segment assumes no difference among consumers within one country.
b.Such global segment is drawn from a micro-level global segmentation
c.Such global segment is a cross-boundary segment across the whole world
d.Such global segment provides opportunities for global companies taking
standardization strategy.
48.Positioning is:
a.determining what points on the globe to target
b.ensuring a choice retail shelf location
c.differentiating a product in the mind of the customer
d.formulating a private-label strategy
49.( ) represent(s) a market entry strategy whereby one company permits a foreign
company to make use of its patents, know-how, technology, company name, or other intangible assets in return for a royalty payment.
a.Joint ventures
b.100% ownership
c.Licensing
d.Exporting
e.Global strategic alliances
50.Which of the following approach doesn’t belong to investment?
a.greenfield investment
b.merge and acquisition
c.joint venture
d.licensing
51.( ) represents the differential responses of consumers toward the brand, and it resulted
from a company’s investment in the marketing of the brand over time.
a.Brand extensions
b.Brand image
c.Brand equity
d.Brand loyalty
52.Which of the following cases is NOT an example of co-branding?
a.“Intel inside” put by computer manufacturers
b.SonyEricsson
c.DaimlerChresyler
d.Strategic alliance between Google and Samsung
53.What occurs in "back translation" of a questionnaire?
a.researcher uses back issues of newspapers to determine the best language slang to
use.
b. A researcher translates a questionnaire into another language and then another
translator translates it back into the original language.
c. A researcher translates a questionnaire into another language, checks his or her work,
and then translates it back into the original language
d. A researcher translates a questionnaire into another language, checks his or her work,
and then translates it back into the original language
54.During which of the following international planning phases would the marketer make
decisions that involved the situation analysis, objectives and goals, budgets, and action programs?
a.adapting the marketing mix to target markets
b.developing the marketing plan
c.matching company and country needs
d.implementation and control
e.defining company objectives and resources
55.Which international pricing strategy is most susceptible to lawsuit claiming a violation of
the law against monopoly?
a.price fixing
b.price escalation
c.transfer price
d.price war
56.If the manufacturer of a sophisticated new consumer electronics product determines that
many target consumers qualify as "innovators" and "early adopters" with relatively inelastic demand curves, the company should use the ( ) pricing strategy.
a.skimming
b.penetration
c.market holding
d.cost based
57.When Chinese RMB is appreciated against US$, all other things being equal, if a Chinese
company wants to preserve margins for goods exported to the U.S. market, the company should ( ).
a.raise prices in dollars
b.switch to cost-based pricing
c.adopt a policy of market penetration pricing
d.reduce prices in dollars
58.Transfer pricing refers to pricing decisions for ( ).
a.all international sales
b.international sales between two non-related companies
c.intracorporate sales
https://www.wendangku.net/doc/6a18748982.html,pany sales to government agencies
59.With respect to global marketing management, the argument for managing in international
arena for the 1990s was framed as:
a. standardization versus adaptation.
b. globalization versus localization.
c. global integration versus local responsiveness.
d. capitalism versus socialism/communism.
e. buy now versus buy later.
60.Physical distribution and logistics are concerned with all BUT one the following:
a.order processing
b.warehousing
c.inventory management
d.transportation
e.designing in-store displays
61.Global brands have the following benefits, except:
a.meet the needs of mobile consumers
b.reduce the communication cost
c.build the global brand image
d.reduce the risk related to cultural conflicts
62.Ford advertises the affordability of its Escort in the United States while in India, it launched
the Escort as a premium car. This advertising strategy can be mainly explained by ( )
a.globalization strategy
b.standardization strategy
c.localization strategy
d.extension strategy
63.When it is time to choose one or more advertising agencies, a company with a decentralized
structure and a polycentric organization will____________.
a.make the decisions at headquarters
b.leave the decision to local country managers
c.automatically go with a home-country agency
d.be most concerned with economies of scale
64.Which of the following is classified as a public relations tool as opposed to an advertising
vehicle?
a.print advertisement in trade association magazine
b.video news release
c.Internet banner ad
d.broadcast advertisement that airs on a cable news channel
65.All of the following would be considered to be controllable elements of marketing decisions
EXCEPT:
A. product.
B. price.
C. promotion.
D. research.
E. government regulations.
66. Considering the model of the international marketing task displayed in the text, which of the following reasons demonstrates the most important difference between the international marketer's task and that of the domestic marketer?
A. The international marketer must deal with at least two levels of uncontrollable uncertainty instead of one.
B. The international marketer must rely on at least two levels of controllable certainty instead of one.
C. The international marketer is never certain about supply or demand.
D. The international marketer is never certain about total market size.
E. The international marketer must be aware of international monetary exchange rates.
67. Compared to the foreign environment uncontrollable variables, which of the following
elements is excluded from the domestic marketer's list of uncontrollable variables?
A. Political forces
B. Competitive structure
C. Economic climate
D. Cultural forces
E. Legal forces.
68. According to the information provided in the text, a new nontariff barrier that was designed to prevent foreign producers from using predatory pricing is called:
A. quotas.
B. fees.
C. standards.
D. antidumping laws.
E. licenses.
69. Which of the following trading partners has become the number one "trade problem" for the United States at the beginning of the 21st century?
A. the United Kingdom
B. Japan
C. Germany
D. Canada
E. China
70. Protesters have often disagreed with the work of the WTO. Where did the first great protest against globalization and WTO policies and plans occur?
A. Uruguay
B. Chile
C. Paris
D. Seattle
E. Berlin
71. The most useful information on how cultural values influence various types of business and market behavior comes from work done by:
A. Sigmund Freud.
B. George Gallup.
C. Geert Hofstede.
D. Ayn Rand.
E. Milton Friedman.
72. Emma Smith has just been hired as a consultant for the Smith Barney stock brokerage firm. Her task is to determine whether Smith Barney should use face-to-face contacts to encourage sales or the more impersonal electronic communications that have become so popular today. Her data indicates (based on reviews of Individualism/Collectivism studies) that all but one of the following countries would probably favor electronic communication. Which country would most likely favor face-to-face contact with a Smith Barney broker?
A. United States
B. Australia
C. Canada
D. Japan
E. Great Britain
73. The relationship between language and international marketing is an important factor that cannot be overestimated. Recent studies indicate that a new concept, __________, is proving useful to marketing researchers in market segmentation and strategic entry decisions.
A. linguistic traps
B. linguistic distance
C. language parallels
D. language roots
E. linguistic accents
74. Which of the following general terms would most closely be associated with the arts, folklore, music, drama, and dance?
A. controllable environmental variables
B. uncontrollable environmental variables
C. aesthetics
D. cultural mandates
E. cultural icons
75. One of the ways to introduce change into a market is to do it in slow gradual steps by making the new products as similar to the old ones as possible. This would be called a strategy of:
A. unplanned change.
B. cultural adiaphoria.
C. cultural syncopation.
D. cultural congruence.
E. continuous change
76. Morton Foods has decided to introduce a new line of turkey products to the American consumer. Turkey Steaks will resemble beefsteak in taste but will be made from turkey meat. The Turkey Steaks will be leaner and healthier for a variety of reasons. However, Morton Foods is concerned that the product will not be accepted. If Morton Foods follows a strategy of ______________, they are more likely to success with the introduction of the new product.
A. unplanned change
B. cultural adiaphoria
C. cultural syncopation
D. cultural congruence
E. continuous change
77. The Westernized diet has caused many Japanese to become overweight. This would be an illustration of which of the following forms of change?
A. unplanned change
B. planned change
C. parallel change
D. syncopated change
E. synergistic change
78. When ____________ (acceptance) occurs, a process of social change may also occur.
A. product replacement
B. product abandonment
C. product innovation
D. product diffusion
E. product acceleration
79. The ideal political climate for a multinational firm is:
A. a country where there are no laws.
B. a country where favors can be purchased cheaply.
C. a stable, friendly government.
D. a government where absolute power is a reality.
E. an authoritarian government that can be dealt with through non-legal channels.
80. At the top of the list of political issues concerning foreign businesses is the:
A. ruling party of a country.
B. the political history of a country.
C. the voting process of a country.
D. the court system of a country.
E. the stability or instability of prevailing government policies.
81. An intense feeling of national pride and unity, an awakening of a nation's people to pride in their country is called:
A. socialism.
B. communism.
C. fascism.
D. nationalism.
E. polarism.
82. With respect to political risk that can be faced by a company seeking to invest abroad, which of the following presents the most severe political risk?
A. confiscation
B. expropriation
C. domestication
D. exchange controls
E. local-content laws
83. The seizing of a company's assets without payment is called:
A. confiscation.
B. expropriation.
C. domestication.
D. exchange controls.
E. local-content laws.
84. When a government seizes an investment of a foreign investor but some reimbursement for the assets is made, the government is following a process called:
A. confiscation.
B. expropriation.
C. domestication.
D. exchange controls.
E. local-content laws
85. _____________ occurs when host countries gradually cause the transfer of foreign investment to national control and ownership through a series of government decrees by mandating ownership and greater national involvement in a company's management.
A. Confiscation
B. Expropriation
C. Domestication
D. Exchange controls
E. Local-content laws
86. If law is founded on tradition, past practices, legal precedents set by the courts through interpretations of statutes, legal legislation, and past rulings, it is called:
A. common law
B. code law
C. Islamic law
D. Marxist-socialist tenets
E. legal tradition
87. The overriding objective of ___________ is social justice.
A. common law
B. code law
C. Islamic law
D. Marxist-socialist tenets
E. legal tradition
88. Another name for conciliation as a means for settling a dispute in international commerce is:
A. mediation.
B. informal settlement.
C. arbitration.
D. litigation.
E. coercion.
89. All of the following are considered to be deterrents to litigation EXCEPT:
A. fear of creating a poor image and damaging public relations.
B. fear of unfair treatment in a foreign court.
C. difficulty in collecting a judgment that may otherwise have been collected in a mutually agreed settlement through arbitration.
D. the relatively low cost and time required when bringing legal action.
E. loss of confidentiality.
90. A famous case occurred in Japan where a Japanese business registered McDonald's world famous trademark before McDonald's did and was given permission to use the trademark. McDonald's eventually got the trademark back after a lengthy court battle and a monetary award to the Japanese company. McDonald's learned that trademarks registered in the United States:
A. must be ratified by the United Nations trademark protection agency.
B. are worthless.
C. are protected in the European Union under the Geneva Convention but not in Japan.
D. need to be registered with the World Court.
E. are not protected in other countries.
91. The most universal survey research problem in foreign countries is the:
A. timing problem.
B. religious barrier.
C. social barrier.
D. literacy barrier.
E. language barrier.
92. Marketers use three different techniques to ferret out translation errors ahead of time. Which of the following would be one of those techniques?
A. rollback translation
B. serial translation
C. back translation
D. parallel translation
E. recentering translation
93. As Margaret Smith begins her study of ten European nations as possible market centers for Xerox's new photocopying equipment line, she is well aware of the different languages, economies, social structures, behavior, and attitude patterns that are present in the ten countries. To research these new markets, which of the following terms most accurately describes the form of research that Ms. Smith will most likely pursue?
A. Marketing research
B. Measurement research
C. Psychological research
D. Sociological research
E. Multicultural research
94. There are several different uses for the Internet in international research. Which of the following WOULD NOT be among those uses?
A. online surveys and buyer panels
B. mall-intercept surveys
C. Web visitor tracking
D. advertising measurement
E. online focus groups
95. Given the greater uncertainty and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. Which of the following most accurately describes these two methods?
A. purchaser behavior and supplier behavior
B. expert opinion and analogy
C. modeling and morphing
D. linear progression and linear regression
E. plotting and profiling
96. Most newly industrialized countries (NICs) have moved away from restrictive trade practices and instituted significant free market reforms. As a result these countries have:
A. attracted both trade and foreign direct investment.
B. overcome environmental damages caused by lack of development.
C. reduced population pressures through labor outsourcing.
D. joined the United Nations' economic development referral council.
E. taken measures to protect their cultures and traditions.
97. These four countries began their industrialization as assemblers of products for U.S. and Japanese companites.
A. Argentina, India, Vietnam, and Poland
B. Turkey, Brazil, Columbia, and Mexico
C. South Africa, China, South Korea, and Hong Kong
D. Spain, Kenya, Singapore, and Taiwan
E. South Korea, Taiwan, Hong Kong, and Singapore
98.Members include representatives from all economic categories Betty Roberts became an
embarrassment to her company when she joked about the ruling monarchy in England before a group of visiting English businessmen and women. Betty should have known that political ridicule by a foreigner is rarely accepted. Ms. Roberts has violated what is known as a cultural:
a. imperative
b. elective
c. exclusive
d. standard.
99.Which of the following is not a cultural element?
a.beliefs
b.sport event
c.rituals
d.symbols
e.cultural value
100.( ) are long-term, nonequity associations between a company and another in
a foreign market.
a.Direct sales
b.Direct exporting
c.Indirect exporting
d.Contractual agreements
e.Joint ventures
101. Which of the following modes of foreign market entry requires the most amount of equity and, therefore, the most risk?
a.exporting
b.importing
c.contractual agreements
d.strategic alliances
e.direct foreign investment.
102. Which of the following cultural dimensions is concerned with man's search for virtue and is more prevalent in Asian countries?
individualist/collectivist
distance b.
a)power
c. feminine/masculine
d. uncertainty avoidance
e. long-term orientation
103. Individualism and power distance are two cultural dimensions within Hofstede’s cultural analysis framework. What about their relationship?
a. They are positively correlated.
b. They are negatively correlated.
c. They are not correlate
d.
d. They are equal
104. ( ) is a market entry mode that traditionally has been used by companies that, for one reason or another, needed a partner to manufacture products for sale in the partner’s home country market.
a.acquisition
b.strategic alliance
c.joint venture
d.exporting
105. Bert Wong has decided to pursue a marketing research effort to acquire information before his company makes a strategic relocation move to the West Coast. Which of the following marketing research process steps would be the first step that Bert's company (and marketing researchers) should take as it embarks on the research effort?
a. d efine the research problem and establish research objectives.
b. analyze, interpret, and summarize the results.
c. determine the sources of information to fulfill the research objectives.
d. consider the costs and benefits of the research effort.
e. gather relevant data from secondary or primary sources, or both.
106. Which of the following contact methods in survey performs best in terms of minimizing social desirability bias?
a. in-home
b. intercept
c. online
d. phone
107. Brian is attempting to forecast political instability and help management identify and evaluate political events and their potential influence on current and future international business decisions. Brian is engaged in:
A. political risk assessment.
B. political security.
C. democratization.
D. risk abatement.
E. quantification of risk.
108. Which international pricing strategy is most susceptible to lawsuit claiming a violation of the law against monopoly?
a. price fixing
b. price escalation
c. transfer price
d. price war
109. When PepsiCo first began to market Pepsi Cola in Russia, it was asked to accept an equal amount of Russian vodka as payment in return for permission to sell Pepsi Cola. The formal name for this trading strategy is called:
a. bargaining.
b. countervailing trade.
c. buy-back.
d. countertrad
e.
e. bribery.
110. When Chinese RMB is appreciated against US$, all other things being equal, if a Chinese company wants to preserve margins for goods exported to the U.S. market, the company should ( ).
a. raise prices in dollars
b. switch to cost-based pricing
c. adopt a policy of market penetration pricing
d. reduce prices in dollars
111. In the brand portfolio of global companies, there are ( ).
a.only local brands
b.only global brands
c.both global brands and local brands
d.both private brands and global brands
112. In December 6, 2011, the Ministry of Commerce approved Nestle's acquisition of a 60% stake in Hsu Fu Chi(徐福记), a deal of USD1.7 billion. Which of the following statements is wrong? ( )
a. Hsu Fu Chi becomes a global brand
b. Hsu Fu Chi remains a local brand
c. Hsu Fu Chi becomes a Swiss bran
d.
d. Hsu Fu Chi will become a global brand soon.
113. Honda was accused of ____________ when it sold motorcycles in the United States below the price of those same motorcycles sold in Japan.
a. predatory pricing
b. monopolistic pricing
c. dumping
d. piracy
e. stupidity
114. If a company has as its objective to reach a market segment that is relatively price insensitive and thus willing to pay a premium price for the value received, it will most likely use a pricing strategy called:
a. penetration pricing.
b. everyday low pricing.
c. value-based pricing.
d. skimming pricing.
e. oligopolistic pricing.
115. The Energizer Bunny(劲量兔) was featured in an ad in Hungry. The ad was seen by Hungarian consumers as touting a bunny toy, not a battery. This would a problem of:
a. encoding.
b. media selection.
c. literacy.
d. decoding.
e. symbolism.
116．When companies are fully committed to and involved in international marketing activities, seek markets all over the world and sell products in various countries, but not yet treat the whole world as one market. Thus such companies are in which stage of international marketing involvement?
a.Regular foreign marketing
b.International marketing
c.Infrequent foreign marketing
d.global marketing
117.Which of the following product category/company pairings best illustrates one global culture conveyed by one type of product?
a.earth-moving equipment/Caterpillar
b.personal hygiene/Procter & Gamble
c.coffee bars/Starbucks
d.automobiles/Ford
118.Which of the following is classified as a public relations tool as opposed to an advertising vehicle?
a print advertisement in trade association magazine
b video news release
c Internet banner ad
d broadcast advertisement that airs on a cabl
e news channel
119.An enterprising wine lover notes that French champagne is priced lower in Paris than it is in London. If this individual can arrange to purchase a large quantity of
champagne in France and transport it to London for resale at prices that undercut
those offered by authorized distributors, he or she can be said to engage in:
a)gray marketing
b)skimming the market
c)black marketing
d)price escalation marketing
120. Mark Harmon has found that using his new digital camera is a snap. He did not even have to read the instruction manual to determine how to turn the camera on, snap a digital picture, and export the picture to his computer. The signs (symbols) on the camera body made it very clear what he was to do to achieve digital photography success. Which of the following characteristics of Mark's "new product" made it easy for him to begin his digital experience?
a. relative advantage
b. compatibility
c. complexity
d. trialability
e. observability
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国际市场营销学模拟试卷一
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国际市场营销学自学考试模拟试题有答案
国际市场营销学自学考试模拟试题有答案
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7.当国际市场营销环境发生变化，出现了有利于新市场建立的时机；或是原有市场需求饱和，导致企业采取向新市场扩张。 A.市场渗透策略 B.产品开发策略 C.市场开发策略 D.多角化经营 8. _是影响国际市场消费者购买行为的最大、最深远的因素。 A.文化因素 B.经济因素 C.社会因素 D.心理因素 9.在下述营销调研方法中，最适宜于分析购买者行为和意向的是: A.询问法 B.观察法 C.实验法 D.类比分析法 10.当企业外销产品品种多、数量大、外销市场多时，宜采用的组织形式是: A.国际业务部门化 B.职能部门化 C.产品部门化 D.地理位置部门化 11. _指在老产品基础上采用多种改进技术，使其结构、性能、造型、款式或包装具有新的特点的产品。 A.全新产品 B.换代新产品 c.仿制新产品 D.改进新产品 12.产品在成长期的营销策略，应突出一个“_”字。 A.“快” B.“长” C.“转” D.“好” 13.对国际市场营销企业而言，实行_易于控制市场，强化服务，提高经营效率，但这种分销策略的风险亦很大。 A.国际市场广泛分销策略 B.国际市场选择性分销策略 C.国际市场独家专营策略 D.集中市场营销策略 14.跨国公司广泛利用公司各部门之间的来逃避子公司所在国的税收。 A.参考价格 B.记账贸易价格 C.转账价格 D.滑动价格 15.率先提出大市场营销或广义市场营销思想的人是: A.科特勒 B.鲍敦 C.麦卡锡 D.弗龙
国际市场营销学期末考试试题库
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诉讼、审判、仲裁3、东道国的“号召人民只买国货； 反对进口；反对外国投资”等观念和行为是（）的表现。A、民族主义B政局不稳定C文化分裂D、经济主义4、外国雇员限制、税收政策限制、地方含量法规等属于政治风险中的（）A、政局不稳定 风险B所有权风险C经营风险D转移风险5、由于教育水平的差异，导致各国居民对（）A、同一消费品偏好相同B同一消费品偏好不同C任何产品接受程度不同 D 产品接受程度无影响 6 国际文化环境中最敏感的因素是（） A 语言 B 宗教 C 教育水平 D 社会组织7 高科技产品的营销对下列哪个文化因素比较敏感（）？A 语言 B 宗教 C 教育水平 D 物质要 素8 文化对国际营销的影响包括（） A 语言在很小程度上影响促销效果； B 语言为便捷了解当地情况提供了通道； C 语言仅仅是公司内部沟通的工具； D 多语言国家的国际营销更容易成功。参考答案1 B 2 B 3 B 4 C 5 B 6 B 7 C 8 B 一单项选择题1 城市化程度是反映一个国家或地区经济特征的重要指标，它是指（） A 工业产值占国内生产总值的百分比 B 城市人口占全国人口总数的百分比1
2004年10月高等教育自学考试 00098国际市场营销学试题——真题版(答案在试卷后)
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自考服务营销学
自考服务营销学
一、单选题 1、构成现实市场的要素是相互联系、相互制约的。它包括有某种需要的人、为满足这种需要的购买能力和(A )。 A、购买欲望 B、产品 C、价格 D、生产力 2、在市场营销管理哲学中，既是一种最古老的观念之一，同时也是在卖方市场条件下产生的一种观念是( B )。 A、推销观念 B、生产观念 C、产品观念 D、客户观念 3、从研究对象中抽取部分进行调查，并用调查结果来推断总体属于( A )。 A、抽样调查 B、全面调查 C、定点调查 D、纵向调查 4、海尔彩电与海信彩电之间的竞争是属于下列哪一种类型的竞争者( D )。 A、愿望竞争者 B、一般竞争者 C、产品形式竞争者 D、品牌竞争者
5、企业产品组合中所包含的产品项目的总数叫做产品组合的( B )。 A、宽度 B、长度 C、深度 D、关联度 6、认知价值定价的关键在于准确地计算产品所提供的( C )。 A、全部消费者购买力 B、全部产品生产成本 C、全部市场认知价值 D、全部盈利比率 7、销售人员在产品售出后，主动征求顾客意见，这种关系营销的层次是( C )。 A、基本型关系营销 B、鼓动型关系营销 C、负责型关系营销 D、伙伴型关系营销 8、顾客关系管理起源于20世纪80年代的( C )。 A、关系营销 B、整合营销 C、接触管理 D、网络营销 9、在社会市场营销观念中，所强调的利益应该是( C )。
A、企业利益 B、消费者利益 C、企业、消费者与社会的整体利益 D、社会利益 10、企业最理想的一种需求状况是( C )。 A、过量需求 B、潜伏需求 C、充分需求 D、不规则需求 11、某盐业公司为了扩大盐的市场销量，开发了洗涤用盐，这属于( B )。 A、市场渗透 B、产品开发 C、市场开发 D、多元经营 12、大市场营销是为了进入特定市场所实施的营销战略，这种市场是( A )。 A、封闭或保护型 B、开放或引进型 C、自由竞争型 D、计划经济型 13、产品概念中最基本、最主要的部分是 (A )。 A、核心产品 B、有形产品 C、无形产品 D、附加产品
服务营销学 叶万春主编
第一章服务营销学导论 一、服务营销学与市场营销学的关系 （一）衍生，相通 市场营销学是服务营销学的母体和基础，在理论基础、结构框架、学科性质、研究方法和学习方法上都是相通的。 （二）发展，差异性 1.研究对象不同 市场营销学：有形产品生产企业的整体营销行为。 服务营销学：服务企业的行为和有形产品营销中的服务环节。 2. 服务营销学加强了对顾客参与的研究。 3. 服务营销学认为人是服务产品的构成因素，因此强调内部营销。 4. 服务营销学更加突出有形展示问题。 5. 服务营销学更加关注质量的过程控制。 6. 服务营销学更加关注服务地点的选择和服务过程中的时间因素。 二、服务营销的含义 服务营销：是个人和组织通过创造并同他人交换服务和价值以满足需求和欲望的社会管理过程。 ◆主体：面向市场提供服务的个人和组织。◆客体：服务产品组合和价值。 ◆核心：交换和关系。◆中心：管理顾客需求。◆实质：社会管理过程。 三、服务营销的特点 1. 营销主体的双重性。 2. 营销对象的参与性。 3. 营销组合的多样性。 4. 营销渠道的单一性。 5. 消费需求弹性大。 6. 服务人员的技术、技能、技艺要求高 四、简述服务营销学的兴起背景和发展历程。 背景：1. 随着知识经济的到来，服务业得到了迅猛发展。 2. 在有形产品营销中服务日益成为焦点，服务已经成为制造企业获取竞争优势的源泉。 3. 经济全球化推动了服务营销在更大范围，更多领域的发展。 发展历程：1. 脱胎阶段（20世纪60—70年代） 2. 理论探索阶段（20世纪80年代初期—中期） 3. 理论突破及实践阶段（20世纪80年代后期至今） 第二章服务市场 一、服务的定义 服务：是指或多或少具有无形特征的一种或一系列活动，通常（但并非一定）发生在顾客同服务的提供者及其有形的资源、商品或系统相互作用的过程中，以便解决顾 客的有关问题。 本质：活动基本特征：无形性产生条件：一般需要借助有形资源，在互动中产生目的：为顾客提供利益，满足顾客需求。 二、服务产品：是员工以活劳动的形式所提供的服务形成的，它结合服务场所、设施、方式、 手段、环境等劳动资料、劳动对象综合构成。 三、服务的特征 1. 无形性（或不可感知性）：服务的特质及组成服务的元素，在许多情况下无形无质，很 难触摸；消费者在消费服务后所获得的利益很难被察觉。——基本特征 2. 不可分离性：服务的生产与消费通常在时间上不可分离。 3. 品质差异性：服务的构成成分及质量水平经常变化，难以统一认定。 4. 不可贮存性：服务不能在时间上储存，以备未来使用。
国际市场营销学练习题和答案
《国际市场营销学》练习题 、单项选择题 这次发的练习题是将上次发的做了调整的，以这次的为准 1.20 世纪 80 年代以后，国际市场营销的发展进入( D ) A. 进口营销阶段 B.出口营销阶段 C.跨国国际营销阶段 D.全球营销阶段 2. 国际市场营销学是源于 ( D ) A. 经济学 B ?国际贸易 C.商业企业管理学 D.基础市场营销学 3. 跨国国际营销是国际营销的发展阶段之一，一般认为该阶段始于 ( D ) A.20 世纪初 B.20 世纪 50年代 C.20世纪60年代 D.20世纪70年代 4. 世界市场有多种分类方法，把国际市场分为欧洲共同体、独联体、东盟自由贸易区、南 美 洲共同市场等，这种分类方式是 ( C ) A. 按地理位置分类 B.按经济发展水 平分类 C.按国际经济联盟分类 D.按出口商品类别及商品分类 5. 在下列各种国际营销活动过程中可能遇到的不属于政治风险的是 ( A ) A. 汇率变动 C.外汇管制 6. 下列关于集中性营销策略的叙述中，说法错误的是 A. 在一个或几个较小的市场上占有较大的份额 B. 目标集中在少数几个子市场 C. 在较大的市场上占有一个较小的市场份额 D. 适用于资源有限的企业 7. 企业只推出单一产品，运用单一的市场营销组合， 客的需求，这种战略是 ( A ) A. 无差异市场营销战略 C.差异市场营销战略 8. 下列属于产品附加利益层的是 ( D ) A .产品的功能和效用 C.产品的包装和色彩 9. 某企业集团从生产保健品转向房地产开发，其产品市 场的进入模式是 A. 产品开发型模式 B.市场开发型模 式 C.市场渗透型模式 D.多种经营型模式 10. 以向企业管理人员提供有关销售、成本、存货、现金流量、应收账款等企业经营现状信 息为主要工作任务的系统是市场营销信息系统中的 ( D ) A. 市场营销情报系统 B.市场决策支 持系统 C.市场营销分析系统 D.内部报告系统 11. 在国际营销活动中，遇见的最严重的政治风险是( C ) A. 外汇管制 B. 劳工政策 B.进口限制 D .政府没收 ( C ) 力求在一定程度上适合尽可能多的顾 B.密集市场营销战略 D.集中市场营销战略 B.产品的品牌和商标 D.送货、安装、上门服务 ( D )
服务营销学
一、名词解释 服务营销管理：是指企业在市场细分的基础上，根据个人的特定需求来安排服务营销组合，向顾客输出非有形产品或者便捷、愉悦、省时、舒适或健康等形式的附加价值或利益，以满足每一顾客的特定需求的经济活动。 服务：是指用于满足需求的一系列活动，它既可以与有形产品一起出售也可以单独被出售，是创造企业竞争优势的重要手段。 服务质量：是指服务或服务业满足规定或潜在要求（或需要）的特征和特征总和。 感觉：是指人脑对直接作用于感觉器官的客观事物的个别属性的反应。 知觉：是指人脑对直接作用于感觉器官的客观事物的整体反应。 错觉现象：指人们在知觉某种事物时，可能受背景干扰或者某些心理原因影响，往往会产生失真现象，这种队对客观事物不正确的知觉称为错觉。 市场细分：就是根据消费者明显不同的需求特征将整体市场划分成若干消费者群的过程，每一个消费者群都是一个具有想通需求和欲望的细分子市场。 服务市场定位：是指服务企业根据市场竞争状况和自身资源条件，建立和发展差异化竞争优势，以使自己的服务在顾客心目中形成区别并优越于竞争服务的独特形象。 顾客满意：是指一种心理活动，是顾客需求满足后的愉悦感。 顾客忠诚：是指客户对企业产品或服务的依赖和认可、坚持长期购买和使用该企业产品或服务所表现出的在思想和情感上的一种高度信任和忠诚的程度，是客户对企业产品在长期竞争中所表现出来的优势这评价。 顾客信任：是指顾客对某一企业、某一品牌的产品或服务认同和信赖，它是顾客满意不断加强的结果，与顾客满意倾向于感性感觉不同，顾客信任是顾客在理性分析基础上的肯定、认同和信赖。 顾客利益：是指在购买过程中，顾客追求的并不是服务本身，而是这种服务能给自己带来的利益和效用。 折扣定价：是指对基本价格作出一定的让步，通过让利于顾客来促进服务销售的定价策略。口碑传播：指的是“借助顾客与某企业、产品、品牌或服务发生关系时，将自己对某种产品或服务形成的口碑，通过顾客之间相互交流和传诵，传递给其他顾客的过程。” 特许经营：是指特许者将自己拥有的商标（包括服务商标）、商号、产品、专利和专有技术、经营模式等以合同的形式授予受许者使用，受许者按照合同规定，在特许者统一的业务模式下从事经营活动，并向特许者支付相应的费用。 内部营销：指企业培训员工及为促使员工更好地向顾客提供服务所进行的各项工作。 服务营销规划：是一项整体性的活动，是指企业为了达到一定的服务营销目标，在综合分析企业内外部环境和条件的基础上，对实现企业目标所需要的战略、策略和详细计划加以定义并进行控制和反馈的过程。 品牌效应：是指产品或企业创造的品牌所产生的经济或社会等方面的影响。 整合营销沟通：指组织或其产品追求一种专一的市场定位理念，它依赖计划、协调和整合组织的所有沟通工作来实现。 顾客容忍区：是指一种顾客的心里接受跨度，在这个接受跨度中顾客认为所接受的服务是可以接受的，而且顾客在容忍区内对服务质量变化的感知敏感性不如在容忍区外时的情形。 二、简答题 1、服务的分类： A、蔡斯根据顾客对服务推广的参与程度分为三类： 高接触度服务：指顾客在服务推广的过程中参与其中全部或大部分的活动。电影院、娱乐场所、公共交通、学校
国际市场营销学试题及答案
一、单项选择题（本大题共15小题，每小题1分，共15分）在每小题列出的四个选项中只有一个选项是符合题目要求的，请将正确选项前的字母填在题后的括号内。 1.跨国营销是国际营销的发展阶段之一，一般认为该阶段始于（） A.20世纪50年代 B.20世纪60年代 C.20世纪70年代 D.20世纪80年代 2.服务可分为要素性和非要素性两类，下列各项中属于要素性服务的是（） A.运输 B.保险 C.劳动力 D.咨询 3.政府在经济发展中扮演的角色是（） A.参与者与管理者 B.参与者与决策者 C.参与者、管理者、决策者 D.管理者与决策者 4.企业为了明确市场机会或为了明确某一问题的性质、情况和原因等而进行的研究属于（） A.探索性研究 B.描述性研究 C.因果性研究 D.预测性研究 5.在选择目标市场的策略中，不追求在整体市场上占据最大市场份额的策略为（） A.无差异性营销策略 B.差异性营销策略 C.集中性营销策略 D.分散性营销策略 6.在产品生命周期各阶段中，企业需要侧重于加强成本和质量控制，增强、维护产品和商标信誉的阶段是（） A.投入期 B.成长期 C.成熟期 D.衰退期 7.在波士顿矩阵分析法中，销量增长快、市场占有率低的产品称为（） A.金牛产品 B.明星产品 C.问题产品 D.瘦狗产品 8.企业在选择服务水平时，除了服务水平的适应性外，还要考虑的一个因素是服务水平的（） A.经济性 B.选择性 C.独创性 D.竞争性 9.在国际市场进入模式中，以"新产品-新需求-国际市场"为基本格局的是（） A.市场渗透型模式 B.产品开发型模式 C.市场开发型模式 D.多种经营型模式 10.按国际上的通常定义，下列项目中不属于服务产品的是（） A.保险 B.运输 C.旅游 D.技术专利 11.在商品价格构成要素中，最基本、最主要的因素是（） A.价值 B.成本 C.利润 D.边际效用 12.收购和创建是跨国公司对外投资的两种方式，与收购相比，创建这种方式的优点是（） A.有利于迅速进入市场 B.有利于扩大经营范围 C.有利于管理 D.失败率低 13.企业的定价目标的基本类型有（） A.利润目标、竞争目标、发展目标 B.利润目标、市场目标、竞争目标 C.利润目标、市场目标、发展目标 D.利润目标、市场目标、发展目标 14.国际促销的实质是信息沟通的过程，在这个过程中，接收和理解信息的环节是（） A.编码 B.信息渠道 C.解码 D.反馈 15.国内出口中间商类型很多、特点各异，其中不拥有产品所有权的出口中间商是（） A.国际贸易公司 B.出口直运批发商 C.出口经营商 D.国外设在本国的常驻采购商
服务营销学答案
服务营销学试题参考答案 一、判断题 21、√22、?23、√24、?25、? 26、?27、√28、?29、?30、√ 二、填空题 31、理想服务宽容服务合格服务 32、实际感知期望 33、短期长期 34、财务性社交性结构性 三、名词解释题 1、服务营销：在中分认识顾客需求的前提下，以顾客导向为理念，通过相互交 换和承诺以及与顾客建立互动关系来满足顾客对服务过程消费的需求。 2、顾客期望：是指顾客在接受服务之前对于服务的一种预期，这种预期不仅包括对结果的预期，还包括对服务过程的预期。 4、经验特征：指向的是经验而不是知识，它强调的是重要经验而不是一般经验。 5、服务市场定位：又称“营销定位”，是市场营销工作者针对目标顾客心理，塑造产品、品牌或企业在目标顾客心中的某种形象或个性，保留深刻印象和独特竞争优势。 四、简答题 40、答：（1）要求企业的服务策略必须与目标顾客进行沟通，以便使顾客了解自己的竞争优势。（2）强调服务战略也需要与企业内部的员工进行沟通。（3）保持服务策略与指导企业日常运作系统之间的一致性。（4）包括组织系统对顾客的影响。（5）强调组织系统和企业员工努力的重要性。（6）是顾客与服务提供者之间的相互作用关系，这种相互作业的质量通常是提升顾客满意程度的驱动因素。 41、答：（1）识别欲建立蓝图的服务过程和服务对象。（2）从顾客的角度用流程图的形式来表示服务过程。（3）用图形的方式形象、直观地显示前台和后台接触员工的行为。（4）把服务传递的要素画成流程图。（5）分析服务传递系统缺点的代价。（7）评估改进机会及评估改进成本。
五、论述题 44、答：（1）顾客排队等候的心理分析： 1）空虚的时候感觉时间变长。 2）心态焦虑使等待时间显得更长。 3）不公平的等候时间显得更长。 4）时间价值也会影响等候时间的感知。 （2）解决排队问题的策略： 1）为顾客确立一个可以接受的等待时间。 2）在顾客等待过程中尽量分散他们的注意力。 3）及时告诉顾客他们所期望了解的信息。 4）绝对不能让顾客看到有些服务人员并没有在从事工作。 5）对顾客进行分类。 6）对服务人员进行培训，使他们的服务态度更为友好。 7）鼓励顾客在非高峰期达到。 8）制定可以消除排队、改善顾客服务的计划。
00098自考国际市场营销学试卷(答案全面)
C ．亚洲 D ．非洲 9.回答“为什么”、“如何”等问题的调研类型，属于（ ） A ．探测性调研 B ．描述性调研 C ．因果关系调研 D ．预测性调研 10.在国际营销调研中，电话访问的局限性主要体现在（ ） A.信息反馈慢 B.费用高 C.地域范围小 D.不利于全面和完整的收集资料 11.国际营销控制中的产品控制包括质量控制和（ ） A ．形象控制 B ．价格控制 C ．分销控制 D ．促销控制 12.国际市场调价策略中的转移定价可以规避汇率波动、政治风险和（ ） A ．经济危机 B ．配额管制 C ．价格管制 D ．不正当竞争 13.根据市场同行者的价格策略，确定本企业产品定价，这种定价目标属于（ ） A.利润目标 B.市场目标 C.竞争目标 D.市场渗透目标 14.国际市场促销采用营业推广策略的弊端是（ ） A ．促销目标不明确 B ．促销费用较高 C ．促销效果不显著 D ．促销过程繁杂 15.处于产业领先地位的企业所采用的国际市场竞争战略有持续进攻战略和（ ） A ．固守战略 B ．成本领先战略 C ．产品差异化战略 D ．专一化战略 二、多项选择题（本大题共5小题，每小题3分，共15分） 16.国际市场营销与国际贸易的区别主要表现在（ ） A ．经营主体不同 B ．商品流通的形态不同 C ．行为动机不同 D ．评价经济效益的信息来源不同 E ．作业流程的复杂性程度不同 17.“金砖四国”包括的国家有（ ） A ．中国 B ．美国 C ．俄罗斯 D ．巴西 E.印度 年级 班级 准考证号 姓名
18.与传统商务活动相比，电子商务的特点有（） A．效率高 B．个性化 C．费用高 D．全天候 E．全球性 19.国际营销活动中体现企业绿色营销理念的行为有（） A．不产生污染 B．节约能源 C．保护生物 D．减少耗材 E．开发绿色资源 20.对国际市场进行宏观细分的标准主要有（） A．地理标准 B．经济标准 C．社会文化标准 D．人口标准 E．心理标准 三、名词解释题（本大题共4小题，每小题5分，共20分） 21.贸易制裁 22.参照群体 23.区域市场营销 24.预测性调研 四、简答题（本大题共2小题，每小题11分，共22分） 25.简述区域经济一体化的基本模式。 26.简述国际品牌设计应遵循的基本原则。五、论述题（本大题共1小题，共13分） 27.试述新产品的开发策略。
国际市场营销学试题和答案B
北京工商管理专修学院 2011——2012学年第二学期期末试卷 年级、专业、层次、 国际市场营销学课程（B卷） 一、单项选择题（每小题1分，共10分） 1.国际市场营销主要着眼于（） A.国家利益 B.地区利益 C.企业利益 D.消费者利益 2.产品的功能和效用属于整体产品概念中的（） A.产品附加利益层 B.产品核心层 C.产品有形特征层 D.产品无形特征层 3.便于生产者控制产品质量特性的商标决策是使用（） A.生产者商标 B.销售商商标 C.本企业商标 D.代理商商标 4.最惠国待遇条款在GATS中属于（） A.强制性义务 B.选择性义务 C.一般性义务 D.特别性义务 5.胶卷行业的柯达公司因其在行业中的地位可采用的市场竞争战略是（） A.市场追随者战略 B.市场后起者战略 C.市场领导者战略 D.市场挑战者战略 6.随行就市定价法属于（） A.成本导向定价 B.需求导向定价 C.竞争导向定价 D.心理导向定价 7.公司在制定国际市场促销策略时，最基本的决策是（） A.决定促销的强度 B.识别／估测目标受众 C.提出购买建议 D.决定最优促销组合 8.国外推销人员的类别主要有推销经理、推销员和（） A.助理推销员 B.见习推销员 C.采购服务员 D.服务维修员 9.公共关系不仅仅是一种促销手段，而且还包含着更为广泛的（） A.战略职能 B.计划职能 C.监督职能 D.管理职能 10.价格低廉、产品差异很小、购买量小而频率高的日常消费品的出口常采用（） A.集中销售策略 B.广泛销售策略
C.选择性销售策略 D.独家销售策略 二、多项选择题（每小题2分，共20分） 1.企业在分析要进入的国家和地区时，首先要分析其市场规模和容量，具体而言，要分析的因素主要有（） A.人口 B.收入 C.商业服务能力 D.城市化水平 E.经济发展水平 2．衡量政治不稳定性的指标有 ( ) A.政权更选率 B．暴力事件出现率 C.人口增长率 D．文化的分裂 E．宗教冲突 3.新产品开发的基本程序包括 ( ) A.新产品战略 B．新产品组织 C.新产品构思 D．新产品评价 E．新产品的商业化 4.信息除了具有知识性特征外，还具有的特征主要有（） A.扩延性 B.继承性 C.公共性 D.创新性 E.时效性 5.随机抽样的形式主要有（） A.简单随机抽样 B.复杂随机抽样 C.分层抽样 D.分群抽样 E.非概率抽样 6．新产品的分类 ( ) A．全新产品 B.换代新产品 C.市场再定位新产品 D.改进型新产品 E.仿制新产品 7．企业的定价目标有 ( ) A.企业持续经营目标 B.市场占有率目标
服务营销学教案
课程说明 ●《服务营销学》安排2-18周每周周日上午1、2、3节课，共51个学时。 ●所用教材为高等教育出版社叶万春主编的《服务营销》一书。（大家不用去买这本书， 但是我希望大家上课的时候能把重要的内容用笔记形式记下来，如果想看书的同学，可以从我这里下载电子版的教材） ●我上这门课的安排：每周的3节课中，第一节和第二节依据教材中的主要内容，结合实 际案例来讲解重要的知识点；第三节课安排服务营销实践和相关知识补充这样的环节●对大家的要求：把重要的知识点记下来；积极思考，热情参与；保持三大学术精神：好 奇、怀疑、创新（请大家思考哪三大经济管理的学术精神） 第一章服务营销与服务营销学 首先请思考这样一个问题：什么是服务？ 1960 年AMA(美国市场营销学会)定义为：“用于出售或者是同产品连在一起进行出售的活动、利益或满足感”。 1963 年著名学者雷根(Regan)的定义是：“直接提供满足(交通、房租)或者与有形商品或其他服务(信用卡)一起提供满足的不可感知活动。” 1990 年北欧学者格隆鲁斯(Gronroos)定义为：“服务是指或多或少具有无形特征的一种或一系列活动，通常(但并非一定)发生在顾客同服务的提供者及其有形的资源、商品或系统相互作用的过程中，以便解决消费者的有关问题。” A. 佩恩在分析了各国营销组织和学者对服务的界定之后，对服务做出这样的界定：“服务是一种涉及某些无形性因素的活动,它包括与顾客或他们拥有财产的相互活动，它不会造成所有权的更换。条件可能发生变化，服务产出可能或不可能与物质产品紧密相联。” 服务的内涵 ——服务是具有无形特征却可给人带来某种利益或满足感的可供有偿转让的一种或一系列活动（掌握） 服务与产品的联系——服务向产品的过渡：（掌握） ●纯有形商品状态【如香皂、牙膏、盐等，产品本身没有附带服务】 ●附有服务的商品状态【如计算机免费帮助安装软件、家电产品免费送货安装等，附有服 务以提高对顾客的吸引力】 ●附有少部分商品的服务状态【如空中旅行的头等舱，除提供服务外，还附食品、报章杂 志等；酒店住宿提供的morning call，洗衣、订票等服务】 ●纯服务状态【如心理咨询、家政服务、美容理发等】 服务与产品的区别——服务的特征：（掌握五个特性的名称，给出情境会辨析属于哪一种特性，对每种特性的含义要求熟悉有印象即可） ●不可感知性( intangibity) 不可感知性包括两层含义，即（1）服务与实体商品相比较，服务的特质及组成服务的元素，许多情况下都是无形无质的，让人不能触摸或凭视觉感到其存在；（2）消费者消费服务后所获得的利益，也很难被察觉，或是要经过一段时间后，消费服务的享用者才能感觉出利益的存在。服务的这一特征决定消费者购买服务前，不能以对待实物商品的办法去触摸、尝试、嗅觉、聆听等去判断服务的优劣，而只能以搜寻信息的办法，参考多方意见及自身的
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