市場(chǎng)營銷專業(yè)英語AB卷期末考試題及答案2套PutthefollowingfromChineseintoEnglishorviceversa.（每小題1分，共20分）1.東道國2.灰色市場(chǎng)3.全球公司4.套期保值5.特許經(jīng)營6.戰(zhàn)略聯(lián)盟7.關(guān)稅同盟8.本土化9.價(jià)值鏈10.經(jīng)銷商11.purchasingpowerparity12.FDI13.non-tariffbarriers14.marketpenetration15.customization16.globalsourcing17.JointVenture18.strategicbusinessunits19.spotexchangerate20.dumpingMakebriefexplanationsofthefollowingtermsinEnglish.（每小題3分，共15分）licensingdirectsellingchanneltransnationaltransferpricingeconomic unionOEMIH.AnswerthefollowingquestionsinEnglish:（每小題5分，共20分）Whataregraymarketproducts?Aretheylegal?Dograymarketersserveusefulmarketingfunctions—forconsumersandmanufacturers?Someretailers（e.g.,Sears）andmanufacturers（e.g.,GeneralMotors）placetheirtrademarksonproductsactuallymadebyforeignsuppliers.DiscusstherationalefortheseactionsbythesefirmsDefineleverage,explainthedifferenttypesofleverageutilizedbycompanieswithglobaloperations.Bymarketinginaforeigncountry,mustafirmautomaticallyutilizegeographicsegmentationorothersegmentationbases?Minicases:（每小題10分,共20分）.Manyconsumersconsiderdirectmailasjunkmail,atermthatisoffensivetothedirectmarketingindustry.Whatisyourassessmentofthefutureofdirectmailoverseas?.BeforebecomingIBM'schairmanandchiefexecutiveofficer,LouisV.Gerstner,Jr.wasavice-chairmanofAmericanExpress.WhileatAmericanExpress,hestatedthat“thesplitbetweeninternationalanddomesticisveryartificial—andattimesdangerous.MDoyouagreewiththestatement?Offeryourrationale.Openquestion（共25分）SonyCorp,ofAmerica,inanefforttoincluderetailinginitsoperations,runsitsownlicensedstoresinJapanandEurope.IntheUnitedStates,SonyhasopenedSonyGalleryofConsumerElectronicsinChicago.Insidethestore,"boomboxes"andcamcordersaredisplayedonpedestalsasiftheywereartobjects,andtheWalkmanisdisplayedontrendymannequins.Thegalleryincludesalife-sizemock-upofanapartmentwithabuilt-inSonyhometheatersystem.SomeretailersareconcernedthatSonymightturnouttobeboththeirsupplierandcompetitor.HowshouldSonydealwiththisconcern?參考答案：I.PutthefollowingfromChineseintoEnglishorviceversa.（每小題1分，共20分）1.hostcountry 2greymarket3.globalcompanyortransnationalcompany4.hedging5.franchising 6.strategicalliances7.customunion 8.localization9.valuechain lO.distributorIL購買力平價(jià) 12.對(duì)外直接投資.非關(guān)稅壁壘 14市場(chǎng)滲透.定制化 16全球采購.合資企業(yè) 18戰(zhàn)略業(yè)務(wù)單元.即期匯率 20傾銷MakebriefexplanationsofthefollowingtermsinEnglish.（每小題3分，共15分）Underaninternationallicensingcontract,alicensorgrantsaforeignlicenseetherightstousethelicensorJsintangibleassetsuchasitspatent,trademark,orknow-how.（2分）Inexchange,thelicenseewillpayafeeorroyalty.（1分）Directsellingisemployedwhenamanufacturerdevelopsanoverseaschannelsothatitdealsdirectlywithaforeignpartywithoutgoingthroughanintermediaryinthehomecountry.（3分）Transferpricingistosetapriceongoodsorservicestransferredbetweensubsidiariesordivisionsofthesameenterprise.（2分）ItisthepricingstrategyofaMNE.（1分）Thefullevolutionofaneconomicunionwouldinvolvethecreationofaunifiedcentralbank,（1分）theuseofasinglecurrency,（1分）andcommonpoliciesonagriculture,socialservicesandwelfare,regionaldevelopment,transport,taxation,competitionandmergers,constructionandbuilding,andsoon.（1分）OEMisknownascontractmanufacturing.Itsfullnameisoriginalequipmentmanufacturing.（1分）UnderanOEMagreement,theMNEprovidestheknow-howandsometimesequipmenttoasupplierthatmustprovidetheproductaccordingtothestandardsofauthorizedtechnology.（2分）AnswerthefollowingquestionsinEnglish:（每小題5分，共20分）Graymarketproductsarethoseimportedbyanunauthorizedparty.GraymarketingmaybeillegalinthecasethattheprotectionisgrantedtoanindependentAmericantrademarkowner.Ingeneral,however,itislegaltoimportandsellgraymarketgoods. Inspiteofallthecriticisms,graymarketersdoserveusefulmarketingfunctions.Formanufacturers,graymarketershelpdistributingsurplusgoodsandperformsomeoftheservicefunctions.Asamatteroffact,manymanufacturerstolerateorevenencouragethepracticeofgraymarketing.Forconsumers,graymarketersprovideanalternative-essentiallythesameproductforalowerprice.Theypromotethefreeenterprisesystem.Thediscrepancyofpricesintwocountriesforthesameproductcausesgraymarketingtoexistwhichinturnnarrowsthepricedifferential.Graymarketersthusbringaboutmoreuniformprices.ThereareseveralreasonswhyMNEsplacetheirtrademarksonproductsmadebyforeignfirms.First,theymaybeabletocreateauniqueproductbybundlingorunbundlingproductattributes.Second,thestrategyguaranteesthatMNEscannotbebypassedbytheirsuppliers.Third,theycanavoidfixedproductioncosts.Finally,thestrategyoffersthesefirmsbrandloyalty,bargainingpower,andprice.Foreignmanufacturersalsohavetheirownreasonsforagreeingtoplaceotherfirms,brandsontheproducts.Onebenefitistheeaseingainingmarketentryanddealers,acceptancewhichmayallowalargermarketshareoverallwhilecontributingtooffsetfixedcosts.Anotheradvantageisthattherearenopromotionalheadachesandexpenses.Finally,thestrategypreventsothercompetitorsfrommakingthissameproductforthesecustomers.Leverageissometypeofadvantagethatacompanyenjoysbyvirtueofthefactthatitconductsbusinessinmorethanonecountry.（1分）Experiencetransfers,scaleeconomies,resourceutilization,globalstrategy.Itcandrawonmanagementpractices,strategies,products,advertisingappeals,orsalesorpromotionalideasthathavebeentestedinactualmarketsandapplytheminothercomparablemarkets.（1分）Theglobalcompanycantakeadvantageofitsgreatermanufacturingvolumetoobtaintraditionalscaleadvantageswithinasinglefactory.（1分）Amajorstrengthoftheglobalcompanyisitsabilitytoscantheentireworldtoidentifypeople,money,andrawmaterialsthatwillenableittocompetemosteffectivelyinworldmarket.（1分）Aglobalstrategyisbuiltonaninformationsystemthatscanstheworldbusinessenvironmenttoidentifyopportunities,trends,threats,andresources.（1分）Itmustbestressedthattheintroductionofaproducttoaforeignmarketdoesnotmeanthatmarketsegmentation（geographicorotherwise）hasbeenautomaticallyemployed.Ifconsumersinanumberofcountrieshavethesamedesire,theirnationalityandgeographiclocationsareirrelevantanddonotrequirethesecountriestobetreatedasseparatemarketsorsegments.Minicases:（每小題10分,共20分）Directmailislargelyundevelopedinmanycountries.Thisisespeciallytruewhereilliteracyishighandwherelaborischeap,makingiteasytouseasalespersontomakesalescalls.Stilldespitethesmallvolume,theuseofdirectmailisgrowingrapidlyinmanycountries.Itcanbeexpectedthatlistownersmaydevelopmoreconfidenceintherentalprocessoftheirlistsandthatgovernmentregulationsmaypermitcompaniestohavemoreflexibilityincollectingpersonalinformationanddevelopinglistsonamoresophisticatedbasis.Itisthusnotunreasonabletoexpectgrowthintheuseandpopularityofdirectmail.Thisofcourseisanindicationofethnocentricity.Citizensandcorporationsofmanycountrieshoweverdonotseeanyneedtomakethissplit.Tothem,internationalbusinessisanaturaloccurrence.Internationalmarketingcomplementsdomesticmarketing,onebeingthenaturalextensionoftheother.Assuch,smartmarketerslookatdomesticmarketingandinternationalmarketingasbeinghighlyinterrelated-bothofwhichtheymustencountereverydayinconductingbusiness.Itisthusdangeroustobelievethatthereisacertainpointwhichdomesticmarketingendsandinternationalmarketingstarts.Openquestion（共15分）Sony'seffortisagoodillustrationofthebenefitsandproblemsderivedfromhavingmultipleorparallelchannels.Ontheonehand,itemploysmiddlemeninitsregular,longchannel.Ontheotherhand,ithasbeguntoaddthesecondanddirectchannelFrommanufacturers，standpoint,itisonlynaturalthattheyallwanttoutilizeallchannelsthatcancontributetocorporatesalesandimage.InthecaseofSony,suchagoalbecomesevenmorecriticalbecausetheconsumer-electronicsbusinessismaturing.SonyclaimsthatthepurposeoftheChicagoGalleryistofurtherstrengthenitspositiveimagebyofferingin-depthproductinformation,demonstrations,andservices.TheGalleryshowcasesSony'sfullproductline,includingnewSonytechnologiesthatmanyretailershaveyettocarry（e.g.,DataDiscman一一booksoncompactdiscs）.Becauseretailers,asarule,emphasizepriceratherthanproductfeatures,Sonywantstomakethedemandforitsproductlesspriceelastic.AccordingtothepresidentofSonyConsumerProductsGroup,Sonymustexplainwhyitsproductsdeservetobe^higher-valuepurchases./zTheGalleryallowsthefirmtoexplainitspremiumtechnologyforimagebuilding.Inotherwords,thenewchannelismoreofapromotionaltoolthanadistributiontool.FromtheperspectiveofSony*sretailers,itishardlysurprisingthattheyhaveacauseforconcern:theirownsuppliermaytakesalesawayfromthemandmaycreatepricewarwhichhurtsprofitmargin.Toallaysuchfears,SonyhasstatedthatthegoaloftheGalleryisnottomakemoneybutrathertomakeconsumerscomfortablewithSony*sproducts,makingthemwanttobuySony，sproductsregardlessoftheretailoutlets.Ifthisgoalisaccomplished,itwillbenefitbothSonyanditsretailers.ToassureretailersthatSonyisnotacompetitor,Sony*sGallerysellsproductsatfullretailpriceandevensteersshopperstowardlocalSonydealerswhousuallyhavelowerprices.Thisstrategy,ifexecutedproperly,shouldallowSonytobolsteritspositiveimage,keepitspremiumprice,minimizedealerconflict,andmaintaindealerloyalty.PutthefollowingfromChineseintoEnglishorviceversa.（每小題1分，共20分）1.東道國2.全球采購3.跨國公司4.價(jià)格歧視5.許可6.促銷7.新興市場(chǎng)8.產(chǎn)品調(diào)整9.利基者10.經(jīng)銷商11.jointventure12.transnationalstrategy13.exchangerate14.primarydata15.valuechain16.countryoforigin17.hedging18.globalbusinessunits19.turnkeyoperation20.marketdevelopmentMakebriefexplanationsofthefollowingtermsinEnglish.(每小題3分，共15分)OEMeconomicunionglocalizationdumpinginternationaltransferpricingIQ.AnswerthefollowingquestionsinEnglish:(每小題5分，共20分)Aredomesticmarketingandinternationalmarketingdifferentonlyinscopebutnotinnature?Canstandardmarketingtechniques(e.g.,marketsegmentationandproductpositioning)beusedtomarketserviceslocallyandinternationally?Whatislicensing?Whydofirmssometimeschooseitasameansofenteringaforeignmarket?Someretailers(e.g.,Sears)andmanufacturers(e.g.,GeneralMotors)placetheirtrademarksonproductsactuallymadebyforeignsuppliers.DiscusstherationalefortheseactionsbythesefirmsIV.Minicases:(每小題10分,共20分)Dodemographicvariableshaveuniversalmeanings?Istherealikelihoodthattheymaybeinterpreteddifferentlyindifferentcultures?Someofthebest-knownbusinessschoolsintheUnitedStateswanttoemphasizediscipline-basedcoursesandeliminateinternationalcourses,basedontherationalethatmarketingandmanagementprinciplesareapplicableeverywhere.Isthereaneedtostudyinternationalmarketing?Discusstheprosandconsofthediscipline-basedapproachascomparedtotheinternationalapproach.V.Openquestion（共25分）Shouldexpatriatepersonnelbeused?Whataresomeofthedifficultiesthattheymayencounteroverseas?Whatcanbedonetominimizetheseproblems?參考答案：PutthefollowingfromChineseintoEnglishorviceversa.（每小題1分，共20分）

1.hostcountry3.multinationalcompany5.licensing7.emergingmarket1.hostcountry3.multinationalcompany5.licensing7.emergingmarket9.nicher11.合資企業(yè)13.匯率15.17.19.價(jià)值鏈套期保值交鑰匙協(xié)議2ductadaptationlO.distributor12.全球擴(kuò)張戰(zhàn)略14一手資料16原產(chǎn)國18全球業(yè)務(wù)單元20市場(chǎng)開發(fā)MakebriefexplanationsofthefollowingtermsinEnglish.（每小題3分，共15分）OEMisknownascontractmanufacturing.Itsfullnameisoriginalequipmentmanufacturing.（1分）UnderanOEMagreement,theMNEprovidestheknow-howandsometimesequipmenttoasupplierthatmustprovidetheproductaccordingtothestandardsofauthorizedtechnology.（2分）Thefullevolutionofaneconomicunionwouldinvolvethecreationofaunifiedcentralbank,（1分）theuseofasinglecurrency,（1分）andcommonpoliciesonagriculture,socialservicesandwelfare,regionaldevelopment,transport,taxation,competitionandmergers,constructionandbuilding,andsoon.（1分）Productsandmarketingactivitiesarestandardizedwhereverpossible（1分），butadaptedwherenecessarywithinauniformformattomeetlocalneeds.（2分）Dumpingisdefinedasthepracticeofsellingaproductabroadatapricebelowthecostofproduction,（2分）orbelowitsnormalpriceinthedomesticmarket.（1分）Transferpricingistosetapriceongoodsorservicestransferredbetweensubsidiariesordivisionsofthesameenterprise.（2分）ItisthepricingstrategyofaMNE.（1分）HLAnswerthefollowingquestionsinEnglish:（每小題5分，共20分）Itiserroneoustostatethatdomesticmarketingandinternationalmarketingaresimilarinnaturebutnotinscope.Thisisnotunlikestatingthatnationalmarketingandlocalmarketing,exceptforthescope,aresimilar.Internationalmarketingisnotdomesticmarketingonalargerscale.Whereasdomesticmarketinginvolvesonesetofuncontrollablevariables,internationalmarketinghasatleasttwosetswhichinteractwitheachother.Furthermore,thevariablesineachsetarenotidenticalintermsofnumber,degree,orkind.Suchstandardmarketingtechniquesasmarketsegmentationandproductpositioningareuniversalinthesensethattheycanbeusedlocallyaswellasinternationally,andtheycanbeappliedtobothproductsandservices.Asinthecaseofinternationalbanking,exceptfortheverylargebanks,mostbankssimplycannotbeeverywhereandmaynotofferallbankingproductsforeveryone.Therefore,somekindofmarketsegmentationisnecessaryinordertosatisfycertaincustomersverywellinsteadoftryingtobeallthingstoallpeople.Attheleast,thesebankswillusegeographicsegmentationbyselectingthecountriestheywanttobein.Furthermore,theymayusedemographicsegmentationinordertocatertoacertainkindofbankingclientele.Banksalsouseproductpositioning.Somepositionthemselvesasexpertsinraisingacertainkindofcapitalinacertainpartoftheworld;otherspositionthemselvesasmultinationalbankswhichcanofferallkindsofglobalbankingservices.Underaninternationallicensingcontract,alicensorgrantsaforeignlicenseetherightstousethelicensor,sintangibleassetsuchasitspatent,trademark,orknow-how.Inexchange,thelicenseewillpayafeeorroyalty.（3分）Licensingwillcostlittleforthelicensor,（1分）anditcangenerateimmediatereturnwithoutnewinvestment.（1分）ThereareseveralreasonswhyMNEsplacetheirtrademarksonproductsmadebyforeignfirms.First,theymaybeabletocreateauniqueproductbybundlingorunbundlingproductattributes.Second,thestrategyguaranteesthatMNEscannotbebypassedbytheirsuppliers.Third,theycanavoidfixedproductioncosts.Finally,thestrategyoffersthesefirmsbrandloyalty,bargainingpower,andprice.Foreignmanufacturersalsohavetheirownreasonsforagreeingtoplaceotherfirms,brandsontheproducts.Onebenefitistheeaseingainingmarketentryanddealers,acceptancewhichmayallowalargermarketshareoverallwhilecontributingtooffsetfixedcosts.Anotheradvantageisthattherearenopromotionalheadachesandexpenses.Finally,thestrategypreventsothercompetitorsfrommakingthissameproductforthesecustomers.Minicases:（每小題10分,共20分）Evendemographicsmayhaveproblemsintermsofconceptualequivalencebecauseofthevaryingframesofreference.Ademographicvariablesuchassexisuniversal.Age,however,isnotalwaysconsideredinthesameway-theChineseincludethetimeduringpregnancyintheirage.Educationlevel,likewise,doesnothavethesamemeaningeverywhere.Themeaningofprimaryschool,gradeschool,secondaryschool,highschool,college,anduniversityvarygreatly.Itisthuswiseinmanyinstancestoaskaboutthenumberofyearsofschoolingattendedbytherespondent.Thiscaseischallengingintwoaspects-whetheritisdesirabletosplitdomesticfrominternationalandwhetheracertaineducationalapproachisgeocentricorethnocentric.Thesubjectmattercoveredhereishighlyrelatedtothefirstassignment.Severalwell-knownbusinessschoolsseenoneedtoofferinternationalcourses,withtherationalethatthebasicdisciplinesandprinciplesofmarketing,management,andsoonareuniversal.Assuch,theyarguethatmarketingismarketing,andthereshouldbenothingwhichisdomesticorinternationalaboutit.Thediscipline-basedapproachmayappeartobeappropriateonthiscount.However,theaboveassessmentisincomplete.Althoughoneprobablyshouldnotsaythatcertainmarketingmethodsaredomesticorinternational,itstilldoesnotmeanthattheinternationaldimensionshouldbeneglected.Theshortfallwiththediscipline-basedapproachisthatthedisciplined-basedcoursesasdesignedandtaughtinAmericanbusinessschoolsatthepresenttimeareethnocentric.Openquestion（共25分）Whendesirable,thereisnothingwrongwithusingexpatriatepersonnelwhoarewellqualifiedandknowledgeableofthecompany,sproduct,technology,history,andpolicies.Thedifficulties,however,aremany.Someexpatriatepersonnelfinditdifficulttocopewithanewandunfamiliarbusinessenvironment.Alsotheexpatriate*sfamilymustalsoshareintheburdenofmakingsocialadjustmentsrelatedtoshopping,schooling,andthe1imitedentertainmentopportunities.Alsotheexpatriatemayfearthatthedistancefromtheheadquartersmayeliminatechancesforpromotion.Tominimizetheproblems,thepersonnelforoverseasassignmentsmustbeselectedcarefully.Theirfamiliesshouldalsobeinterviewedtodeterminethesuitabilityoftheirtemperamentforanoverseasassignment.I.PutthefollowingfromChineseintoEnglishorviceversa.（每小題1分，共20分）1.母國2.政府沒收3.跨國公司4.市場(chǎng)開發(fā)5.特許經(jīng)營6.營銷組合7.關(guān)稅同盟8.標(biāo)準(zhǔn)化9.原產(chǎn)國10.競(jìng)爭(zhēng)優(yōu)勢(shì)11.hedging12.secondarydata13.non-tariffbarriers14.IPLC15.foreign-relatedenterprise16.globalsourcing17.penertrationpricing18.businessunits19.segmentation20.strategicallianceII.MakebriefexplanationsofthefollowingtermsinEnglish.（每小題3分，共15分）dumpingethnocentricorientationOEMeconomicuniondirectsellingchannelIII.AnswerthefollowingquestionsinEnglish:（每小題5分，共20分）Whatismeantbygloballocalization?IsCoca-Colaaglobalproduct?Explain.Whatislicensing?Whydofirmssometimeschooseitasameansofenteringaforeignmarket?Whatarethecharacteristicsofagoodinternationalbrandname?Defineleverage,explainthedifferenttypesofleverageutilizedbycompanieswithglobaloperations.Minicases:（每小題10分,共20分）ComparedtoAmericans,areAsians:(1)moregroup-oriented,(b)morefamily-oriented,and(c)moreconcernedwithsocialstatus?HowmightsuchorientationsaffectthewayAmericansmarkettheirproductstoAsianconsumers?Giveexamplestodemonstrateyouropinions.Manyconsumersconsiderdirectmailasjunkmail,atermthatisoffensivetothedirectmarketingindustry.Whatisyourassessmentofthefutureofdirectmailoverseas?Openquestion(共25分)Asaresearcher,youhavejustbeenaskedtodomarketingresearchinordertomakerecommendationsonhowtomarketcoffeeinanumberofAsian,European,andSouthAmericancountries.Whatquestionsdoyouneedtoaskinordertounderstandthevaryingbuyingmotives,consumptionhabits,andusesofthisparticularproduct?參考答案:PutthefollowingfromChineseintoEnglishorviceversa.（每小題1分，共20分）1.homecountry2confiscation3.globalcompanyortransnationalcompany4.marketdevelopment5.franchising6.marketingmix7.customunion8.standardization9.countryoforiginlO.competitiveadvantage11.套期保值12.二手資料13.非關(guān)稅壁壘14國際產(chǎn)品生命周期15.外企16全球采購17.滲透價(jià)格18業(yè)務(wù)單元19.市場(chǎng)細(xì)分20戰(zhàn)略聯(lián)盟MakebriefexplanationsofthefollowingtermsinEnglish.（每小題3分，共15分）.Dumpingisdefinedasthepracticeofsellingaproductabroadatapricebelowthecostofproduction,（2分）orbelowitsnormalpriceinthedomesticmarket.（1分）Opportunitiesoutsidethehomemarketarepursuedbyextendingvariouselementsofthemarketingmix.（2分）Homecountryissuperior.Themanagementseessimilaritiesinforeigncountries.Theproductsthatsucceedinthehomecountryaresuperior,socanbesoldeverywherewithoutadaptation.（1分）OEMisknownascontractmanufacturing.Itsfullnameisoriginalequipmentmanufacturing.（1分）UnderanOEMagreement,theMNEprovidestheknow-howandsometimesequipmenttoasupplierthatmustprovidetheproductaccordingtothestandardsofauthorizedtechnology.（2分）Thefullevolutionofaneconomicunionwouldinvolvethecreationofaunifiedcentralbank,（1分）theuseofasinglecurrency,（1分）andcommonpoliciesonagriculture,socialservicesandwelfare,regionaldevelopment,transport,taxation,competitionandmergers,constructionandbuilding,andsoon.（1分）Directsellingisemployedwhenamanufacturerdevelopsanoverseaschannelsothatitdealsdirectlywithaforeignpartywithoutgoingthroughanintermediaryinthehomecountry.（3分）JU.AnswerthefollowingquestionsinEnglish:（每小題5分，共20分）Productsandmarketingactivitiesarestandardizedwhereverpossible（1分），butadaptedwherenecessarywithinauniformformattomeetlocalneeds.（2分）Yes,itis.…（2分）Underaninternationallicensingcontract,alicensorgrantsaforeignlicenseetherightstousethelicensor?sintangibleassetsuchasitspatent,trademark,orknow-how.Inexchange,thelicenseewillpayafeeorroyalty.（3分）Licensingwillcostlittleforthelicensor,（1分）anditcangenerateimmediatereturnwithoutnewinvestment.（1分）Aninternationalbrandnameshouldreflectthedesiredproductimage.Itshouldbeuniqueordistinctivewhilerenderingitselftographicdesignpossibilities.Specialattentionmustbegiventopronunciation,makingsurethatthelanguageshavethebrand*salphabets.Furthermore,thenamemustbecapableofgainingregistrationandprotection.Leverageissometypeofadvantagethatacompanyenjoysbyvirtueofthefactthatitconductsbusinessinmorethanonecountry.（1分）Experiencetransfers,scaleeconomies,resourceutilization,globalstrategy.Itcandrawonmanagementpractices,strategies,products,advertisingappeals,orsalesorpromotionalideasthathavebeentestedinactualmarketsandapplytheminothercomparablemarkets.（1分）Theglobalcompanycantakeadvantageofitsgreatermanufacturingvolumetoobtaintraditionalscaleadvantageswithinasinglefactory.（1分）Amajorstrengthoftheglobalcompanyisitsabilitytoscantheentireworldtoidentifypeople,money,andra