《跨境電子商務(wù)雙語(yǔ)教程》練習(xí)題庫(kù)QuestionBankforBilingualCourseofCross-BorderE-Commerce2024年8月August,2024

Chapter4OnlineMarketingandPlanningofCross-BorderE-Commerce1.Multiplechoice單選題（1）（）Whichoneoffollowingarenotexternalmicroenvironmentmembers?A.CompetitorB.SupplierC.CustomerD.Exchangerate（2）（）Astonewproductspricingstrategy,whichoneoffollowingiscorrect?A.SkimmingpricingstrategyB.PenetrationpricingstrategyC.SatisfactionpricingstrategyD.Allofthem （3）（）AstoSocialMediaMarketing(SMM),Whichoneoffollowingstatementisnotcorrect?A.SMMcanhelpenhanceproductsalesandbrandinfluenceB.SMMcaneffectivelyreducethemarketingcostofenterprisesC.ThespecificmethodsofSMMmainlyincludesearchengineoptimizationandpaidpromotion.D.SMMcanrealizetheprecisionmarketingoftargetusers（4）（）Astoshortvideomarketing,Whichoffollowingstatementarenotcorrect?A.ShortvideomarketingisakindofcontentmarketingB.Advertisingproductplacementmarketingofinfluenceristhemostlyusedwaytodotheshortvideomarketingforcross-borderE-commerceenterprisesC.ShortvideomarketinghasthecharacteristicsofinteractivityD.Atpresent,shortvideosaremainlyspreadonmobilephones（5）()IntheAliExpressplatform,whichoneoffollowingmarketingtoolcanincreasetheaveragetransactionvalue?A.FullstorediscountB.FalshsalesC.xxxoffonpurchaseoverxxxD.Limitedtimeandlimitedquantitydiscount（6）（）Astotraditionalmarketingandonlinemarketing,whichoneoffollowingchoiceisnotcorrect?A.Traditionalmarketingisonetypeofmarketingthatutilizesmedia,TV,ormagazinetoadvertiseanybusiness'sservicesandproducts.B.Onlinemarketingisonetypeofmarketingthatusestheinternetandsocialmediaforadvertisingbusinesses.C.Onlinemarketingisatwo-waycommunication.D.Traditionalmarketingisatwo-waycommunication.（7）（）Whichofthefollowingchoiceincorrectlydescribesthepurposeofcross-borderonlinemarketing?A.Establishandmaintaincustomerrelationships;B.Collectdirectresponsesfromcustomers;C.ReleaseinformationthroughtheInternet;D.IncreaseordervolumebyTVadvertisement;（8）（）Whichstrategiesis(are)includedforinternationaltargetmarketselection?A.UndifferentiatedstrategyoftargetmarketselectionB.DifferentiatedstrategyoftargetmarketselectionC.CentralizedstrategyoftargetmarketselectionD.Allofthem（9）（）Intheprocessofformulatinganinternationalmarketingstrategy,thefirststepis:A.DevelopmarketingstrategiesB.PreparemarketingplansC.Analyzethemarketenvironment(SWOTanalysis)D.Definemarketingobjectives（10）（）WhichofthefollowingisNOTpartofthepsychologicalpricingstrategyincross-bordere-commercepricing?A.CharmpricingB.PenetrationpricingC.PrestigepricingD.Leveragingconsumers'"highpriceequalshighquality"mindset（1）（）下列哪一項(xiàng)不是外部微環(huán)境成員？A.競(jìng)爭(zhēng)對(duì)手B.供應(yīng)商C.客戶(hù)D.匯率（2）（）關(guān)于跨境電商新產(chǎn)品定價(jià)策略，以下哪個(gè)選項(xiàng)是正確的？A、略讀定價(jià)策略B.滲透定價(jià)策略C、滿(mǎn)意定價(jià)策略D.全部都是（3）（）以下哪項(xiàng)關(guān)于社交媒體營(yíng)銷(xiāo)（SMM）的陳述不正確？A、SMM有助于提高產(chǎn)品銷(xiāo)售和品牌影響力B、SMM能有效降低企業(yè)的營(yíng)銷(xiāo)成本C、SMM的具體方法主要包括搜索引擎優(yōu)化和付費(fèi)推廣D、SMM可以實(shí)現(xiàn)對(duì)目標(biāo)用戶(hù)的精準(zhǔn)營(yíng)銷(xiāo)（4）（）以下哪項(xiàng)關(guān)于短視頻營(yíng)銷(xiāo)的陳述是不正確的？A、短視頻營(yíng)銷(xiāo)是一種內(nèi)容營(yíng)銷(xiāo)B、網(wǎng)紅廣告植入式營(yíng)銷(xiāo)是跨境電商企業(yè)進(jìn)行短視頻營(yíng)銷(xiāo)的主要方式C、短視頻營(yíng)銷(xiāo)具有互動(dòng)性的特點(diǎn)D、目前，短視頻主要通過(guò)手機(jī)傳播（5）（）在AliExpress平臺(tái)中，以下哪種站內(nèi)營(yíng)銷(xiāo)工具可以增加客單價(jià)？A、全店鋪打折B、秒殺C、全店鋪滿(mǎn)減活動(dòng)D、限時(shí)限量折扣\o"添加到收藏夾"（6）（）對(duì)于傳統(tǒng)營(yíng)銷(xiāo)和網(wǎng)絡(luò)營(yíng)銷(xiāo)，以下哪一種描述不是正確的？A.傳統(tǒng)營(yíng)銷(xiāo)是一種利用媒體、電視或雜志為任何企業(yè)的服務(wù)和產(chǎn)品做廣告的營(yíng)銷(xiāo)方式；B.網(wǎng)絡(luò)營(yíng)銷(xiāo)是一種利用互聯(lián)網(wǎng)和社交媒體進(jìn)行廣告業(yè)務(wù)的營(yíng)銷(xiāo)方式；C.網(wǎng)絡(luò)營(yíng)銷(xiāo)是一種雙向溝通；D.傳統(tǒng)營(yíng)銷(xiāo)是雙向溝通；（7）（）以下哪項(xiàng)描述關(guān)于跨境電商在線營(yíng)銷(xiāo)目的描述錯(cuò)誤的是？A.建立和維護(hù)客戶(hù)關(guān)系；B.收集客戶(hù)的直接反饋；C.通過(guò)互聯(lián)網(wǎng)發(fā)布信息；D.通過(guò)電視廣告增加訂單量；（8）（）國(guó)際目標(biāo)市場(chǎng)選擇的正確策略包括？A.目標(biāo)市場(chǎng)選擇的無(wú)差別策略B.目標(biāo)市場(chǎng)選擇的差異化策略C.目標(biāo)市場(chǎng)選擇的集中策略D.全部都是（9）（）在國(guó)際市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略制定過(guò)程中，第一步是：A.制定營(yíng)銷(xiāo)策略B.編制營(yíng)銷(xiāo)計(jì)劃C.分析市場(chǎng)環(huán)境（SWOT分析）D.確定營(yíng)銷(xiāo)目標(biāo)（10）（）以下哪項(xiàng)不屬于跨境電商產(chǎn)品定價(jià)策略中的“心理定價(jià)策略”？A.尾數(shù)定價(jià)B.滲透定價(jià)C.聲望定價(jià)D.利用消費(fèi)者“價(jià)高質(zhì)優(yōu)”心理2.TrueorFalse判斷題（1）（）ThepoliticalfactorsinPESTanalysismainlyincludepoliticalsituation,unexpectedpoliticalevents,politicalstability,relevantgovernmenttradepolicies,relevantlawsandregulations.（2）（）ThemostfamoussocialnetworkplatformsareDingtalk,YouTubeandInstagram..（3）（）Atpresent,theglobalmainstreamsearchenginesincludeGoogle,Bing,Yahoo,Baidu,Yandex,etc.（4）（）InAliExpressplatform,thefullstorediscountisadiscounttoolthatthesellercanchoosetheproductandtimeoftheactivity,setthepromotiondiscountandinventory.（5）（）Thespecificmethodsofsearchenginemarketingmainlyincludesearchengineoptimizationandpaidpromotion.（6）（）Comparedtotraditionalmarketing,onlinemarketingismuchsimplertotrackaudienceinvolvementandcollecttheirdataforfutureuse.

（7）（）Thecross-bordere-commerceon-siteplatformcommunitysharingmeansthewholeplatformislikeabigonlinecommunitywithmanyusersrecommendingproductdiscountinfoandpriceratios.（8）（）Livestreamingmarketingisamarketingmethodusingthelivestreamingplatformasacarrier,simultaneouslyproducingandbroadcastingprogramsalongwithon-siteeventstopromotethebrandorincreasesales.（9）（）Thecoreofinternationaltargetmarketpositioningistoseekdifferentiationadvantagesovercompetitors.（10）（）InAliExpress,keywordsearchcanonlybeobtainedthroughtheplatform'sdropdownmenu,andthird-partytoolsareunavailable.（1）（）PEST分析中的政治因素主要包括政治形勢(shì)、突發(fā)政治事件、政治穩(wěn)定、政府相關(guān)貿(mào)易政策以及相關(guān)法律法規(guī)。（2）（）最著名的社交網(wǎng)絡(luò)平臺(tái)是釘釘、YouTube和Instagram.。（3）（）目前全球主流搜索引擎包括谷歌、必應(yīng)、雅虎、百度、Yandex等。（4）（）在速賣(mài)通平臺(tái)中，全店鋪打折是一種折扣工具，賣(mài)家可以選擇活動(dòng)的產(chǎn)品和時(shí)間，設(shè)置促銷(xiāo)折扣和庫(kù)存。（5）（）搜索引擎營(yíng)銷(xiāo)的具體方法主要包括搜索引擎優(yōu)化和付費(fèi)推廣。（6）（）與線上營(yíng)銷(xiāo)相比，傳統(tǒng)營(yíng)銷(xiāo)更容易跟蹤受眾參與情況并收集他們的數(shù)據(jù)以供將來(lái)使用。

（7）（）跨境電商平臺(tái)社區(qū)共享意味著整個(gè)平臺(tái)就像一個(gè)龐大的在線社區(qū)，許多用戶(hù)推薦產(chǎn)品折扣信息和價(jià)格比例。（8）（）直播營(yíng)銷(xiāo)是一種以直播平臺(tái)為載體，在現(xiàn)場(chǎng)活動(dòng)的同時(shí)制作和播放節(jié)目，以推廣品牌或增加銷(xiāo)售額的營(yíng)銷(xiāo)方法。（9）（）國(guó)際目標(biāo)市場(chǎng)定位的核心是尋求與競(jìng)爭(zhēng)對(duì)手的差異化優(yōu)勢(shì)。（10）（）在速賣(mài)通平臺(tái)中，關(guān)鍵詞搜索僅能通過(guò)平臺(tái)下拉框獲取，無(wú)法使用第三方工具。3.案例分析Casestudy年入百億：人工智能賦能業(yè)務(wù)創(chuàng)新，安克創(chuàng)新收獲出海紅利作者：楊劍勇以移動(dòng)電源起家的安克創(chuàng)新，到如今覆蓋充電類(lèi)、智能創(chuàng)新類(lèi)、無(wú)線音頻類(lèi)等多個(gè)品類(lèi)，遠(yuǎn)銷(xiāo)146個(gè)國(guó)家，在全球擁有1億用戶(hù)，年?duì)I收超百億。值得注意的是，其營(yíng)收有90%以上來(lái)自海外，可以說(shuō)是企業(yè)出海代表性企業(yè)之一。隨著產(chǎn)品和服務(wù)質(zhì)量不斷提高，昔日的中國(guó)制造繼而向中國(guó)“智”造轉(zhuǎn)變，由此，越來(lái)越多中國(guó)品牌在世界嶄露頭角，在國(guó)際市場(chǎng)地位得到不斷提升。智能手機(jī)、智能家電以及各種智能設(shè)備等各種消費(fèi)科技產(chǎn)品成為全球主力品牌，背后展現(xiàn)出的是技術(shù)創(chuàng)新實(shí)力，使得中國(guó)品牌在全球市場(chǎng)崛起。再結(jié)合世界五百?gòu)?qiáng)來(lái)看，中國(guó)企業(yè)已連續(xù)四年居各國(guó)之首，2022年世界財(cái)富五百?gòu)?qiáng)中有145家中國(guó)企業(yè)上榜?？梢钥闯?，中國(guó)企業(yè)的出海，一直處在一個(gè)“快車(chē)道”上，越來(lái)越多的中國(guó)企業(yè)正在加快海外業(yè)務(wù)擴(kuò)張的腳步。需要指出的是，受到疫情、通脹等眾多因素影響，不少企業(yè)經(jīng)營(yíng)受到?jīng)_擊。然而，積極通過(guò)自主創(chuàng)品牌開(kāi)拓國(guó)際市場(chǎng)的出海企業(yè)來(lái)說(shuō)，經(jīng)營(yíng)能力展現(xiàn)出穩(wěn)健增長(zhǎng)態(tài)勢(shì)。對(duì)于安克創(chuàng)新來(lái)說(shuō)，目前已經(jīng)成功打造Anker、soundcore、eufy、Nebula等全球化品牌，營(yíng)收仍然維持兩位數(shù)增長(zhǎng)，2022年1月-9月?tīng)I(yíng)收為95.37億元，同比增長(zhǎng)13.19%；凈利潤(rùn)為8.3億元，同比增長(zhǎng)28.6%。伴隨著數(shù)字化浪潮如火如荼之際，在數(shù)字技術(shù)的推動(dòng)下，越來(lái)越多的中國(guó)企業(yè)正在加快海外業(yè)務(wù)擴(kuò)張的腳步。那么，對(duì)于出海企業(yè)來(lái)說(shuō)，全球化的視野和本地化的運(yùn)營(yíng)能力，是企業(yè)成功走出去的重要因素。而云計(jì)算則是為企業(yè)出海提供技術(shù)底座，已經(jīng)成為企業(yè)實(shí)現(xiàn)“全球化思考、本地化運(yùn)營(yíng)”的重要技術(shù)手段，這也促使企業(yè)上云出海呈現(xiàn)出新的需求。但中國(guó)企業(yè)出海首先想到的是亞馬遜云科技。其中，安克創(chuàng)新就是標(biāo)桿客戶(hù)之一，在執(zhí)行的數(shù)智化戰(zhàn)略過(guò)程中，安克創(chuàng)新首選亞馬遜云科技。通過(guò)亞馬遜云科技提供的計(jì)算、存儲(chǔ)、智能湖倉(cāng)、數(shù)據(jù)分析以及人工智能與機(jī)器學(xué)習(xí)等技術(shù)，實(shí)現(xiàn)內(nèi)部系統(tǒng)與業(yè)務(wù)上云，逐步構(gòu)建起安克創(chuàng)新的數(shù)智化駕駛艙，實(shí)現(xiàn)業(yè)務(wù)創(chuàng)新和高效運(yùn)營(yíng)，加速產(chǎn)品升級(jí)與迭代。為了進(jìn)一步強(qiáng)化新業(yè)務(wù)探索，加大新技術(shù)在不同領(lǐng)域的應(yīng)用，尤其是推動(dòng)以數(shù)據(jù)驅(qū)動(dòng)的精準(zhǔn)營(yíng)銷(xiāo)以及以用戶(hù)驅(qū)動(dòng)的產(chǎn)品創(chuàng)新的新模式發(fā)展，安克創(chuàng)新決定同亞馬遜云科技成立聯(lián)合創(chuàng)新實(shí)驗(yàn)室，共同投入資源，推進(jìn)創(chuàng)新研究。值得一提的是，聯(lián)合創(chuàng)新實(shí)驗(yàn)室是亞馬遜云科技賦能客戶(hù)的創(chuàng)舉之一，是依托亞馬遜云科技在機(jī)器學(xué)習(xí)、人工智能、大數(shù)據(jù)等前沿領(lǐng)域的先進(jìn)技術(shù)能力，同客戶(hù)聯(lián)合投入資源創(chuàng)建并展開(kāi)長(zhǎng)期合作，共同進(jìn)行云上數(shù)字化創(chuàng)新的探索和實(shí)踐，并應(yīng)用先進(jìn)技術(shù)和創(chuàng)新方法助力企業(yè)更好地實(shí)現(xiàn)數(shù)字化和智能化轉(zhuǎn)型。在聯(lián)合創(chuàng)新實(shí)驗(yàn)室的合作模式下，雙方共同進(jìn)行創(chuàng)新項(xiàng)目的調(diào)研、設(shè)計(jì)、研發(fā)、交流和實(shí)施支持等。額外要指出的是，亞馬遜電商是安克創(chuàng)新布局全球化市場(chǎng)的主要銷(xiāo)售渠道之一，通過(guò)在亞馬遜電商網(wǎng)站進(jìn)行廣告投放，實(shí)現(xiàn)銷(xiāo)售引流和品牌塑造。為更好地優(yōu)化廣告投放的成本和效率，改變過(guò)去僅僅依靠人工與規(guī)則的傳統(tǒng)模式，安克創(chuàng)新希望利用聯(lián)合創(chuàng)新實(shí)驗(yàn)室提升智能化廣告投放水平。據(jù)介紹，雙方通過(guò)聯(lián)合創(chuàng)新實(shí)驗(yàn)室在智能廣告投放方面，實(shí)現(xiàn)了自動(dòng)廣告調(diào)價(jià)競(jìng)價(jià)機(jī)制，將廣告投放從人工/規(guī)則模式轉(zhuǎn)變?yōu)橹悄苣Ｊ?，?yōu)化廣告展示效果，效率提升33%；并通過(guò)應(yīng)用亞馬遜云科技的機(jī)器學(xué)習(xí)服務(wù)AmazonSageMaker，幫助更好地實(shí)現(xiàn)產(chǎn)品規(guī)劃決策、產(chǎn)品質(zhì)量?jī)?yōu)化、銷(xiāo)售運(yùn)營(yíng)優(yōu)化和營(yíng)銷(xiāo)投放策略?xún)?yōu)化等。最后，全球性布局，成為眾多中國(guó)企業(yè)的重要戰(zhàn)略，亞馬遜云科技讓中國(guó)客戶(hù)通過(guò)其全球基礎(chǔ)設(shè)施和服務(wù)出海走向世界。當(dāng)然，正是憑借全球優(yōu)勢(shì)，以及一直引領(lǐng)著全球云計(jì)算的發(fā)展趨勢(shì)，賦能客戶(hù)的重塑和創(chuàng)新，由此也打開(kāi)了亞馬遜云科技在中國(guó)市場(chǎng)空間。資料來(lái)源：/business/63592問(wèn)題：案例中Anker是如何做跨境電商營(yíng)銷(xiāo)的？你預(yù)計(jì)Anker的下一步將做什么？本案例對(duì)做跨境電商創(chuàng)業(yè)的你有何啟示？Annualrevenueofbillions:Artificialintelligenceempowersbusinessinnovation,andAnkeInnovationreapsoverseasdividendsAuthor:YangJianyongAnkeInnovation,whichstartedwithmobilepower,nowcoversmultiplecategoriessuchascharging,intelligentinnovation,andwirelessaudio,andisexportedto146countries.Ithas100millionusersworldwideandanannualrevenueofover10billionyuan.Itisworthnotingthatover90%ofitsrevenuecomesfromoverseas,makingitoneoftherepresentativeenterprisesforenterprisesgoingabroad.Withthecontinuousimprovementofproductandservicequality,theformer"MadeinChina"hasshiftedtowards"SmartManufacturing"inChina.Asaresult,moreandmoreChinesebrandsareemergingintheworldandtheirpositionintheinternationalmarketisconstantlyimproving.Smartphones,smarthomeappliances,andvarioussmartdevices,amongotherconsumertechnologyproducts,havebecomethemainglobalbrands.Behindthisisthestrengthoftechnologicalinnovation,whichhasledtotheriseofChinesebrandsintheglobalmarket.TakingintoaccounttheFortuneGlobal500,Chinesecompanieshaverankedfirstamongallcountriesforfourconsecutiveyears,with145Chinesecompaniesonthelistin2022.ItcanbeseenthatChinesecompanieshavealwaysbeenonafastlaneintheiroverseasexpansion,andmoreandmoreChinesecompaniesareacceleratingtheiroverseasbusinessexpansion.Itshouldbepointedoutthatmanyenterpriseshavebeenimpactedbyvariousfactorssuchastheepidemicandinflation.However,foroverseasenterprisesactivelyexploringinternationalmarketsthroughindependentbrandcreation,theirbusinesscapabilitieshaveshownasteadygrowthtrend.ForAnkerInnovation,ithassuccessfullybuiltglobalbrandssuchasAnker,Soundcore,Eufy,andNebula,anditsrevenuecontinuestomaintaindouble-digitgrowth.FromJanuarytoSeptember2022,itsrevenuewas9.537billionyuan,ayear-on-yearincreaseof13.19%;Thenetprofitwas830millionyuan,ayear-on-yearincreaseof28.6%.Withthewaveofdigitalizationinfullswing,moreandmoreChineseenterprisesareacceleratingtheiroverseasbusinessexpansionunderthepromotionofdigitaltechnology.So,foroverseasenterprises,aglobalperspectiveandlocalizedoperationalcapabilitiesareimportantfactorsfortheirsuccessingoingglobal.Cloudcomputing,ontheotherhand,providesatechnologicalfoundationforenterprisestogoglobalandhasbecomeanimportanttechnologicalmeansforenterprisestoachieve"globalthinkingandlocalizedoperations".Thishasalsoledtonewdemandsforenterprisestogoglobalthroughcloudcomputing.ButthefirstthingthatChinesecompaniesthinkofwhengoingabroadisAmazonCloudTechnology.Amongthem,AnkeInnovationisoneofthebenchmarkcustomers,andintheprocessofimplementingitsdigitalstrategy,AnkeInnovationprioritizesAmazonCloudTechnology.Byutilizingtechnologiessuchascomputing,storage,intelligentwarehousing,dataanalysis,andartificialintelligenceandmachinelearningprovidedbyAmazonCloudTechnology,internalsystemsandbusinessescanbeclouded,graduallybuildingadigitalcockpitforAnkeinnovation,achievingbusinessinnovationandefficientoperation,acceleratingproductupgradesanditerations.Inordertofurtherstrengthentheexplorationofnewbusinessesandincreasetheapplicationofnewtechnologiesindifferentfields,especiallytopromotethedevelopmentofnewmodelsofdata-drivenprecisionmarketinganduserdrivenproductinnovation,AnkeInnovationhasdecidedtoestablishajointinnovationlaboratorywithAmazonCloudTechnologytojointlyinvestresourcesandpromoteinnovationresearch.ItisworthmentioningthattheJointInnovationLaboratoryisoneofAmazonCloudTechnology'sinitiativestoempowercustomers.ItreliesonAmazonCloudTechnology'sadvancedtechnologicalcapabilitiesincutting-edgefieldssuchasmachinelearning,artificialintelligence,andbigdata,andjointlyinvestsresourceswithcustomerstocreateandengageinlong-termcooperation,exploringandpracticingdigitalinnovationonthecloud,Andapplyadvancedtechnologyandinnovativemethodstohelpenterprisesbetterachievedigitalandintelligenttransformation.InthecollaborativemodeloftheJointInnovationLaboratory,bothpartiesjointlyconductresearch,design,researchanddevelopment,exchange,andimplementationsupportforinnovationprojects.ItshouldbenotedthatAmazone-commerceisoneofthemainsaleschannelsforAnke'sinnovativelayoutintheglobalmarket.ByadvertisingontheAmazone-commercewebsite,salescanbeattractedandbrandbuildingcanbeachieved.Inordertobetteroptimizethecostandefficiencyofadvertisingplacementandchangethetraditionalmodeofrelyingsolelyonmanuallaborandrules,AnkeInnovationhopestousetheJointInnovationLaboratorytoimprovethelevelofintelligentadvertisingplacement.Itisreportedthatbothpartieshaveachievedanautomaticadvertisingpriceadjustmentandbiddingmechanisminthefieldofintelligentadvertisingplacementthroughjointinnovationlaboratories,transformingadvertisingplacementfrommanual/rulemodetointelligentmode,optimizingadvertisingdisplayeffects,andincreasingefficiencyby33%;AndthroughtheapplicationofAmazonCloudTechnology'smachinelearningserviceAmazonSageMaker,ithelpstobett