（本科）市场营销专业英语AB卷期末考试题及答案3套.pdf

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1、市场营销专业英语AB卷期末考试题及答案2 套I.Put the following from Chinese into English or vice versa.（每小题 1 分，共 20 分）1.东道国2.灰色市场3.全球公司4.套期保值5.特许经营6.战略联盟7.关税同盟8.本土化9.价值链1 0.经销商11.purchasing power parity12.FDI13.non-tariff barriers14.market penetration15.customization16.global sourcing17.Joint Venture18.strategic busine

2、ss units19.spot exchange rate20.dumpingII.Make brief explanations of the following terms in English.（每小题 3 分，共 15 分）1.licensing2.direct selling channel3.transnational transfer pricing4.economic union5.OEMID.Answer the following questions in English:（每小题 5 分，共 20 分）1.What are gray market products?Are

3、 they legal?Do gray marketers serve useful marketingfunctions-for consumers and manufacturers?2.Some retailers（e.g.,Sears）and manufacturers（e.g.,General Motors）place their trademarks onproducts actually made by foreign suppliers.Discuss the rationale for these actions by thesefirms3.Define leverage,

4、explain the different types of leverage utilized by companies with globaloperations.4.By marketing in a foreign country,must a firm automatically utilize geographic segmentation orother segmentation bases?IV.M in ic a se s:（每小题 10 分,共 20 分）1.Many consumers consider direct mail as junk mail,a term th

5、at is offensive to the directmarketing industry.What is your assessment of the future of direct mail overseas?2.Before becoming IBMs chairman and chief executive officer,Louis V.Gerstner,Jr.was avice-chairman of American Express.While at American Express,he stated that“the splitbetween international

6、 and domestic is very artificial-and at times dangerous.,Do you agree withthe statement?Offer your rationale.V.Open question（共 25 分）Sony Corp.of America,in an effort to include retailing in its operations,runs its own licensedstores in Japan and Europe.In the United States,Sony has opened Sony Galle

7、ry of ConsumerElectronics in Chicago.Inside the store,boom boxes and camcorders are displayed onpedestals as if they were art objects,and the Walkman is displayed on trendy mannequins.Thegallery includes a life-size mock-up of an apartment with a built-in Sony home theater system.Some retailers are

8、concerned that Sony might tum out to be both their supplier and competitor.How should Sony deal with this concern?参考答案：I.Put the following from Chinese into English or vice versa.（每小题 1 分，共 20 分）1.h o st c o un t r y 2 g r e y m a r k e t3.g l o b a l c o m p a n y o r t r a n sn a t i o n a l c o m

9、 p a n y 4.h e d g i n g5.f r a n c h i si n g 6.st r a t e g i c a l l i a n c e s7.c ust o m un i o n 8.l o c a l i za t i o n9.va l ue c h a i n l O.d i st r i b ut o r1 1.购买力平价 1 2.对外直接投资1 3 .非关税壁垒 1 4市场渗透1 5.定制化 1 6全球采购1 7 .合资企业 1 8战略业务单元1 9.即期汇率 20倾销II.Make brief explanations of the following

10、terms in English.（每小题 3 分，共 1 5 分）1.Un d e r a n i n t e r n a t i o n a l l i c e n si n g c o n t r a c t,a 1 i c e n so r g r a n t s a f o r e i g n l i c e n se et h e r i g h t s t o use t h e l i c e n so r,s i n t a n g i b l e a sse t suc h a s i t s p a t e n t,t r a d e m a r k,o r k n o

11、w-h o w.（2 分）In e xc h a n g e,t h e l i c e n se e wi l l p a y a f e e o r r o ya l t y.（1 分）2.Di r e c t se l l i n g i s e m p l o ye d wh e n a m a n uf a c t ur e r d e ve l o p s a n o ve r se a s c h a n n e l sot h a t i t d e a l s d i r e c t l y wi t h a f o r e i g n p a r t y wi t h o

12、ut g o i n g t h r o ug h a n i n t e r m e d i a r yi n t h e h o m e c o un t r y.（3 分）3.Tr a n sf e r p r i c i n g i s t o se t a p r i c e o n g o o d s o r se r vi c e s t r a n sf e r r e d b e t we e nsub si d i a r i e s o r d i vi si o n s o f t h e sa m e e n t e r p r i se.（2 分）It i s t

13、h e p r i c i n g st r a t e g yo f a MNE.（1 分）4.Th e f ul l e vo l ut i o n o f a n e c o n o m i c un i o n wo ul d i n vo l ve t h e c r e a t i o n o f a un i f i e dc e n t r a l b a n k,（1 分）t h e use o f a si n g l e c ur r e n c y,（1 分）a n d c o m m o n p o l i c i e s o na g r i c ul t ur e

14、,so c i a l se r vi c e s a n d we l f a r e,r e g i o n a l d e ve l o p m e n t,t r a n sp o r t,t a xa t i o n,c o m p e t i t i o n a n d m e r g e r s,c o n st r uc t i o n a n d b ui l d i n g,a n d so o n.（1 分）5.OEM i s k n o wn a s c o n t r a c t m a n uf a c t ur i n g.It s f ul l n a m e

15、i s o r i g i n a l e q ui p m e n tm a n uf a c t ur i n g.（1 分）Un d e r a n OEM a g r e e m e n t,t h e MNE p r o vi d e s t h e k n o w-h o w a n dso m e t i m e s e q ui p m e n t t o a sup p l i e r t h a t m ust p r o vi d e t h e p r o d uc t a c c o r d i n g t o t h est a n d a r d s o f a

16、ut h o r i ze d t e c h n o l o g y.（2 分）HI.Answer the following questions in English:（每小题 5 分，共 2 0 分）1.Gr a y m a r k e t p r o d uc t s a r e t h o se i m p o r t e d b y a n un a ut h o r i ze d p a r t y.Gr a y m a r k e t i n gm a y b e i l l e g a l i n t h e c a se t h a t t h e p r o t e c

17、t i o n i s g r a n t e d t o a n i n d e p e n d e n t Am e r i c a nt r a d e m a r k o wn e r.In g e n e r a l,h o we ve r,i t i s l e g a l t o i m p o r t a n d se l l g r a y m a r k e tg o o d s.In sp i t e o f a l l t h e c r i t i c i sm s,g r a y m a r k e t e r s d o se r ve use f ulm a r

18、 k e t i n g f un c t i o n s.Fo r m a n uf a c t ur e r s,g r a y m a r k e t e r s h e l p d i st r i b ut i n g sur p l usg o o d s a n d p e r f o r m so m e o f t h e se r vi c e f un c t i o n s.As a m a t t e r o f f a c t,m a n ym a n uf a c t ur e r s t o l e r a t e o r e ve n e n c o ur a

19、 g e t h e p r a c t i c e o f g r a y m a r k e t i n g.Fo rc o n sum e r s,g r a y m a r k e t e r s p r o vi d e a n a l t e r n a t i ve-e sse n t i a l l y t h e sa m e p r o d uc t f o ra l o we r p r i c e.Th e y p r o m o t e t h e f r e e e n t e r p r i se syst e m.Th e d i sc r e p a n c

20、y o f p r i c e si n t wo c o un t r i e s f o r t h e sa m e p r o d uc t c a use s g r a y m a r k e t i n g t o e xi st wh i c hi n t ur n n a r r o ws t h e p r i c e d i f f e r e n t i a l.Gr a y m a r k e t e r s t h us b r i n g a b o ut m o r eun i f o r m p r i c e s.2.Th e r e a r e se ve

21、 r a l r e a so n s wh y MNEs p l a c e t h e i r t r a d e m a r k s o n p r o d uc t s m a d e b yf o r e i g n f i r m s.Fi r st,t h e y m a y b e a b l e t o c r e a t e a un i q ue p r o d uc t b y b un d l i n g o run b un d l i n g p r o d uc t a t t r i b ut e s.Se c o n d,t h e st r a t e g

22、 y g ua r a n t e e s t h a t MNEs c a n n o tb e b yp a sse d b y t h e i r sup p l i e r s.Th i r d,t h e y c a n a vo i d f i xe d p r o d uc t i o n c o st s.Fi n a l l y,t h e st r a t e g y o f f e r s t h e se f i r m s b r a n d l o ya l t y,b a r g a i n i n g p o we r,a n d p r i c e.Fo r

23、e i g n m a n uf a c t ur e r s a l so h a ve t h e i r o wn r e a so n s f o r a g r e e i n g t o p l a c e o t h e r f i r m s，b r a n d s o n t h e p r o d uc t s.On e b e n e f i t i s t h e e a se i n g a i n i n g m a r k e t e n t r y a n d d e a l e r s，a c c e p t a n c e wh i c h m a y a

24、l l o w a l a r g e r m a r k e t sh a r e o ve r a l l wh i l e c o n t r i b ut i n g t o o f f se tf i xe d c o st s.An o t h e r a d va n t a g e i s t h a t t h e r e a r e n o p r o m o t i o n a l h e a d a c h e s a n de xp e n se s.Fi n a l l y,t h e st r a t e g y p r e ve n t s o t h e r

25、c o m p e t i t o r s f r o m m a k i n g t h i s sa m ep r o d uc t f o r t h e se c ust o m e r s.3.Le ve r a g e i s so m e t yp e o f a d va n t a g e t h a t a c o m p a n y e n j o ys b y vi r t ue o f t h e f a c tt h a t i t c o n d uc t s b usi n e ss i n m o r e t h a n o n e c o un t r y.

26、（1 分）Exp e r i e n c e t r a n sf e r s,sc a l ee c o n o m i e s,r e so ur c e ut i l i za t i o n,g l o b a l st r a t e g y.It c a n d r a w o n m a n a g e m e n tp r a c t i c e s,st r a t e g i e s,p r o d uc t s,a d ve r t i si n g a p p e a l s,o r sa l e s o r p r o m o t i o n a l i d e a

27、st h a t h a ve b e e n t e st e d i n a c t ua l m a r k e t s a n d a p p l y t h e m i n o t h e r c o m p a r a b l e m a r k e t s.（1 分）Th e g l o b a l c o m p a n y c a n t a k e a d va n t a g e o f i t s g r e a t e r m a n uf a c t ur i n g vo l um e t oo b t a i n t r a d i t i o n a l sc

28、 a l e a d va n t a g e s wi t h i n a si n g l e f a c t o r y.（1 分）A m a j o r st r e n g t ho f t h e g l o b a l c o m p a n y i s i t s a b i l i t y t o sc a n t h e e n t i r e wo r l d t o i d e n t i f y p e o p l e,m o n e y,a n d r a w m a t e r i a l s t h a t wi l l e n a b l e i t t o

29、c o m p e t e m o st e f f e c t i ve l y i n wo r l dm a r k e t.（1 分）A g l o b a l st r a t e g y i s b ui l t o n a n i n f o r m a t i o n syst e m t h a t sc a n s t h ewo r l d b usi n e ss e n vi r o n m e n t t o i d e n t i f y o p p o r t un i t i e s,t r e n d s,t h r e a t s,a n dr e so

30、ur c e s.（1 分）4.It m ust b e st r e sse d t h a t t h e i n t r o d uc t i o n o f a p r o d uc t t o a f o r e i g n m a r k e t d o e sn o t m e a n t h a t m a r k e t se g m e n t a t i o n （g e o g r a p h i c o r o t h e r wi se）h a s b e e n a ut o m a t i c a l l ye m p l o ye d.If c o n sum

31、 e r s i n a n um b e r o f c o un t r i e s h a ve t h e sa m e d e si r e,t h e i rn a t i o n a l i t y a n d g e o g r a p h i c l o c a t i o n s a r e i r r e l e va n t a n d d o n o t r e q ui r e t h e sec o un t r i e s t o b e t r e a t e d a s se p a r a t e m a r k e t s o r se g m e n

32、t s.IV.M inicases:（每小题 10 分,共 20 分）1.Di r e c t m a i l i s l a r g e l y un d e ve l o p e d i n m a n y c o un t r i e s.Th i s i s e sp e c i a l l y t r uewh e r e i l l i t e r a c y i s h i g h a n d wh e r e l a b o r i s c h e a p,m a k i n g i t e a sy t o use a sa l e sp e r so nt o m a k

33、e sa l e s c a l l s.St i l l d e sp i t e t h e sm a l l vo l um e,t h e use o f d i r e c t m a i l i sg r o wi n g r a p i d l y i n m a n y c o un t r i e s.It c a n b e e xp e c t e d t h a t l i st o wn e r s m a y d e ve l o pm o r e c o n f i d e n c e i n t h e r e n t a l p r o c e ss o f

34、t h e i r l i st s a n d t h a t g o ve r n m e n t r e g ul a t i o n sm a y p e r m i t c o m p a n i e s t o h a ve m o r e f l e xi b i l i t y i n c o l l e c t i n g p e r so n a l i n f o r m a t i o na n d d e ve l o p i n g l i st s o n a m o r e so p h i st i c a t e d i s t h us n o t un

35、r e a so n a b l e t oe xp e c t g r o wt h i n t h e use a n d p o p ul a r i t y o f d i r e c t m a i l.b a si s.It2.Th i s o f c o ur se i s a n i n d i c a t i o n o f e t h n o c e n t r i c i t y.Ci t i ze n s a n d c o r p o r a t i o n so f m a n y c o un t r i e s h o we ve r d o n o t se

36、e a n y n e e d t o m a k e t h i s sp l i t.To t h e m,i n t e r n a t i o n a l b usi n e ss i s a n a t ur a l o c c ur r e n c e.In t e r n a t i o n a l m a r k e t i n gc o m p l e m e n t s d o m e st i c m a r k e t i n g,o n e b e i n g t h e n a t ur a l e xt e n si o n o f t h e o t h e r

37、.Assuc h,sm a r t m a r k e t e r s l o o k a t d o m e st i c m a r k e t i n g a n d i n t e r n a t i o n a l m a r k e t i n g a sb e i n g h i g h l y i n t e r r e l a t e d-b o t h o f wh i c h t h e y m ust e n c o un t e r e ve r yd a y i n c o n d uc t i n gb usi n e ss.It i s t h us d a n

38、 g e r o us t o b e l i e ve t h a t t h e r e i s a c e r t a i n p o i n t wh i c hd o m e st i c m a r k e t i n g e n d s a n d i n t e r n a t i o n a l m a r k e t i n g st a r t s.V.Op e n q ue st i o n （共 1 5 分）So n y，s e f f o r t i s a g o o d i l l ust r a t i o n o f t h e b e n e f i t

39、s a n d p r o b l e m s d e r i ve d f r o m h a vi n gm ul t i p l e o r p a r a l l e l c h a n n e l s.On t h e o n e h a n d,i t e m p l o ys m i d d l e m e n i n i t s r e g ul a r,l o n g c h a n n e l.On t h e o t h e r h a n d,i t h a s b e g un t o a d d t h e se c o n d a n d d i r e c t

40、c h a n n e lFr o m m a n uf a c t ur e r s st a n d p o i n t,i t i s o n l y n a t ur a l t h a t t h e y a l l wa n t t o ut i l i zea l l c h a n n e l s t h a t c a n c o n t r i b ut e t o c o r p o r a t e sa l e s a n d i m a g e.In t h e c a se o f So n y,suc h a g o a l b e c o m e s e ve

41、n m o r e c r i t i c a l b e c a use t h e c o n sum e r-e l e c t r o n i c s b usi n e ssi s m a t ur i n g.So n y c l a i m s t h a t t h e p ur p o se o f t h e Ch i c a g o Ga l l e r y i s t o f ur t h e r st r e n g t h e n i t sp o si t i ve i m a g e b y o f f e r i n g i n-d e p t h p r o

42、 d uc t i n f o r m a t i o n,d e m o n st r a t i o n s,a n dse r vi c e s.Th e Ga l l e r y sh o wc a se s So n y*s f ul l p r o d uc t l i n e,i n c l ud i n g n e w So n yt e c h n o l o g i e s t h a t m a n y r e t a i l e r s h a ve ye t t o c a r r y（e.g.,Da t a Di sc m a n-b o o k s o nc o

43、m p a c t d i sc s）.Be c a use r e t a i l e r s,a s a r ul e,e m p h a si ze p r i c e r a t h e r t h a n p r o d uc tf e a t ur e s,So n y wa n t s t o m a k e t h e d e m a n d f o r i t s p r o d uc t l e ss p r i c e e l a st i c.Ac c o r d i n g t o t h e p r e si d e n t o f So n y Co n sum

44、e r Pr o d uc t s Gr o up,So n y m ust e xp l a i n wh yi t s p r o d uc t s d e se r ve t o b e h i g h e r-va l ue p ur c h a se s.Th e Ga l l e r y a l l o ws t h e f i r mt o e xp l a i n i t s p r e m i um t e c h n o l o g y f o r i m a g e b ui l d i n g.In o t h e r wo r d s,t h e n e wc h a

45、 n n e l i s m o r e o f a p r o m o t i o n a l t o o l t h a n a d i st r i b ut i o n t o o l.Fr o m t h e p e r sp e c t i ve o f So n y，s r e t a i l e r s,i t i s h a r d l y sur p r i si n g t h a t t h e y h a vea c a use f o r c o n c e r n:t h e i r o wn sup p l i e r m a y t a k e sa l e

46、s a wa y f r o m t h e m a n d m a y c r e a t ep r i c e wa r wh i c h h ur t s p r o f i t m a r g i n.To a l l a y suc h f e a r s,So n y h a s st a t e d t h a t t h eg o a l o f t h e Ga l l e r y i s n o t t o m a k e m o n e y b ut r a t h e r t o m a k e c o n sum e r s c o m f o r t a b l e

47、wi t h So n y，s p r o d uc t s,m a k i n g t h e m wa n t t o b uy So n y s p r o d uc t s r e g a r d l e ss o f t h er e t a i l o ut l e t s.If t h i s g o a l i s a c c o m p l i sh e d,i t wi l l b e n e f i tb o t h So n y a n d i t s r e t a i l e r s.To a ssur e r e t a i l e r s t h a t So

48、n y i s n o t a c o m p e t i t o r,So n y s Ga l l e r y se l l s p r o d uc t s a t f ul l r e t a i l p r i c e a n d e ve n st e e r s sh o p p e r s t o wa r dl o c a l So n y d e a l e r s wh o usua l l y h a ve l o we r p r i c e s.Th i s st r a t e g y,i f e xe c ut e dp r o p e r l y,sh o u

49、l d a l l o w So n y t o b o l st e r i t s p o si t i ve i m a g e,k e e p i t s p r e m i um p r i c e,m i n i m i ze d e a l e r c o n f l i c t,a n d m a i n t a i n d e a l e r l o ya l t y.L Put the following from Chinese into English or vice versa.（每小题 1 分，共 20 分）1.东道国2.全球采购3.跨国公司4.价格歧视5.许可6.

50、促销7.新兴市场8.产品调整9.利基者10.经销商11.joint venture12.transnational strategy13.exchange rate14.primary data15.value chain16.country of origin17.hedging18.global business units19.turnkey operation20.market developmentII.Make brief explanations of the following terms in English.(每小题 3 分，共 15 分)6.OEM7.economic u