2025年國際營銷雙語試卷及答案

一、單項選擇題（每題2分，共20分）1.Whichofthefollowingisconsideredaprimarycharacteristicofinternationalmarketing?A.LocalmarketadaptationB.GlobalstandardizationC.NationalmarketsegmentationD.LocalgovernmentregulationAnswer:B2.Theprocessofadaptingaproducttomeetlocalmarketneedsisknownas:A.StandardizationB.LocalizationC.GlobalizationD.CustomizationAnswer:B3.Whichtheorysuggeststhatculturaldifferencescanbecategorizedintohigh-contextandlow-contextcultures?A.Hofstede'sculturaldimensionstheoryB.Hall'sculturalcontexttheoryC.Trompenaars'culturaldimensionstheoryD.Weber'ssocialstratificationtheoryAnswer:B4.Ininternationalmarketing,theterm"PESTELanalysis"refersto:A.Political,Economic,Social,Technological,Environmental,andLegalfactorsB.Product,Price,Place,Promotion,andEvaluationfactorsC.Production,Distribution,Sales,andMarketingfactorsD.Personnel,Equipment,Supplies,Technology,andEvaluationfactorsAnswer:A5.Whichofthefollowingisakeyconsiderationwhenenteringaforeignmarketthroughfranchising?A.HighinitialinvestmentB.LimitedcontroloveroperationsC.RapidmarketpenetrationD.StrongbrandrecognitionAnswer:B6.Theconceptof"glocalization"refersto:A.GlobalizationoflocalproductsB.LocalizationofglobalproductsC.StandardizationoflocalmarketsD.CustomizationofglobalmarketsAnswer:B7.Whichofthefollowingisaprimaryadvantageofdirectexporting?A.LowerriskandlowerinvestmentB.HigherriskandhigherinvestmentC.LowerriskandhigherinvestmentD.HigherriskandlowerinvestmentAnswer:A8.The"fourPs"ofmarketingreferto:A.Product,Price,Place,PromotionB.Product,Price,Place,PeopleC.Product,Price,Place,PerformanceD.Product,Price,Place,ProcessAnswer:A9.Whichofthefollowingisakeyfactorindeterminingthepricingstrategyforinternationalproducts?A.LocalcompetitionB.GlobaldemandC.LocalcostofproductionD.AlloftheaboveAnswer:D10.Theprocessofselectingandevaluatingpotentialmarketsforacompany'sproductsisknownas:A.MarketsegmentationB.MarkettargetingC.MarketpositioningD.MarketpenetrationAnswer:B二、多項選擇題（每題2分，共20分）1.Whichofthefollowingarecommonchallengesininternationalmarketing?A.CulturaldifferencesB.LanguagebarriersC.PoliticalinstabilityD.EconomicdisparitiesE.LegaldifferencesAnswer:A,B,C,D,E2.WhatarethemaincomponentsofaPESTELanalysis?A.PoliticalB.EconomicC.SocialD.TechnologicalE.EnvironmentalF.LegalAnswer:A,B,C,D,E,F3.Whichofthefollowingarestrategiesforenteringforeignmarkets?A.DirectexportingB.IndirectexportingC.LicensingD.FranchisingE.JointventuresF.ForeigndirectinvestmentAnswer:A,B,C,D,E,F4.Whatarethekeyelementsofthemarketingmix?A.ProductB.PriceC.PlaceD.PromotionE.PeopleF.ProcessAnswer:A,B,C,D5.WhichofthefollowingareculturaldimensionsasperHofstede'stheory?A.PowerdistanceB.Individualismvs.collectivismC.Masculinityvs.femininityD.UncertaintyavoidanceE.Long-termvs.short-termorientationF.Indulgencevs.restraintAnswer:A,B,C,D,E,F6.Whatarethemaintypesofmarketsegmentation?A.DemographicsegmentationB.GeographicsegmentationC.PsychographicsegmentationD.BehavioralsegmentationE.Needs-basedsegmentationAnswer:A,B,C,D,E7.Whichofthefollowingarefactorsaffectinginternationalpricingstrategies?A.CostofproductionB.LocalcompetitionC.GlobaldemandD.TransportationcostsE.GovernmentregulationsAnswer:A,B,C,D,E8.Whatarethemaincomponentsofamarketingplan?A.SituationanalysisB.MarketsegmentationC.TargetmarketselectionD.MarketingstrategyE.MarketingtacticsF.BudgetingAnswer:A,B,C,D,E,F9.Whichofthefollowingarechallengesofglobalmarketing?A.CulturaldifferencesB.LanguagebarriersC.EconomicdisparitiesD.LegaldifferencesE.PoliticalinstabilityAnswer:A,B,C,D,E10.Whatarethemainbenefitsofinternationalmarketing?A.AccesstolargermarketsB.DiversificationofrisksC.EconomiesofscaleD.IncreasedbrandrecognitionE.CompetitiveadvantageAnswer:A,B,C,D,E三、判斷題（每題2分，共20分）1.Internationalmarketinginvolvesthesameprinciplesasdomesticmarketing.Answer:False2.Standardizationisalwaysmorecost-effectivethanlocalization.Answer:False3.Hofstede'sculturaldimensionstheoryhelpsinunderstandingculturaldifferencesbetweencountries.Answer:True4.PESTELanalysisisatoolusedformarketsegmentation.Answer:False5.Directexportinginvolveslowerriskandlowerinvestmentcomparedtootherentrymodes.Answer:True6.Franchisingallowsacompanytoenteraforeignmarketwithlimitedcontroloveroperations.Answer:True7.Glocalizationreferstotheglobalizationoflocalproducts.Answer:False8.ThefourPsofmarketingincludeProduct,Price,Place,andPromotion.Answer:True9.Internationalpricingstrategiesareinfluencedbyvariousfactorssuchascost,competition,anddemand.Answer:True10.Markettargetinginvolvesselectingandevaluatingpotentialmarketsforacompany'sproducts.Answer:True四、簡答題（每題5分，共20分）1.Whatarethemaindifferencesbetweenstandardizationandlocalizationininternationalmarketing?Answer:Standardizationinvolvesofferingthesameproductandmarketingstrategyinallmarkets,whilelocalizationinvolvesadaptingtheproductandmarketingstrategytomeetlocalmarketneeds.Standardizationiscost-effectiveandhelpsinmaintainingbrandconsistency,whilelocalizationcanleadtobettermarketacceptancebutmayincreasecosts.2.WhatarethekeycomponentsofaPESTELanalysisandhowdotheyhelpininternationalmarketing?Answer:PESTELanalysisincludesPolitical,Economic,Social,Technological,Environmental,andLegalfactors.Thesecomponentshelpinunderstandingtheexternalenvironmentofaforeignmarket,identifyingpotentialopportunitiesandthreats,andmakinginformeddecisionsaboutmarketentryandstrategy.3.Whatarethemainchallengesofenteringforeignmarketsthroughfranchising?Answer:Themainchallengesofenteringforeignmarketsthroughfranchisingincludelimitedcontroloveroperations,potentialconflictswithfranchisees,culturaldifferences,andtheneedforstrongbrandrecognitionandsupportsystems.4.Whatarethemainbenefitsofinternationalmarketingforacompany?Answer:Themainbenefitsofinternationalmarketingincludeaccesstolargermarkets,diversificationofrisks,economiesofscale,increasedbrandrecognition,andcompetitiveadvantage.Internationalmarketingallowscompaniestoexpandtheircustomerbase,reducedependencyonasinglemarket,andachievegrowthandprofitability.五、討論題（每題5分，共20分）1.Discusstheimportanceofculturaldifferencesininternationalmarketingandhowcompaniescanadapttheirmarketingstrategiestodifferentcultures.Answer:Culturaldifferencesplayacrucialroleininternationalmarketingastheyinfluenceconsumerbehavior,preferences,andbuyingdecisions.Companiesneedtoadapttheirmarketingstrategiestodifferentculturesbyunderstandingculturalnorms,values,andbeliefs.Thiscanbedonethroughmarketresearch,localizationofproductsandmarketingmessages,hiringlocalmarketingprofessionals,andbuildingrelationshipswithlocalcommunities.2.Discussthechallengesandopportunitiesofglobalmarketinginthecontextofemergingmarkets.Answer:Globalmarketinginemergingmarketspresentsbothchallengesandopportunities.Challengesincludepoliticalinstability,economicdisparities,languagebarriers,andculturaldifferences.However,emergingmarketsofferopportunitiesforgrowth,astheyhavealargeandgrowingconsumerbase,increasingdisposableincome,andadesireforforeignproductsandbrands.Companiescanovercomechallengesbypartneringwithlocalbusinesses,understandinglocalmarketdynamics,andadaptingtheirmarketingstrategiestomeettheneedsofemergingmarketconsumers.3.Discusstheroleoftechnologyininternationalmarketingandhowithastransformedthewaycompaniesmarkettheirproductsglobally.Answer:Technologyhasrevolutionizedinternationalmarketingbyenablingcompaniestoreachglobalaudiences,facilitatecross-bordertransactions,andgatherandanalyzemarketdata.Digitalmarketingtools,socialmediaplatforms,ande-commercewebsiteshavemadeiteasierforcompaniestopr