注：不含主觀題第1題判斷題(1分)Inmarketing,afundamentaltaskistoattractasmanycustomersaspossible.第2題判斷題(1分)Withtechnologicalprogress,relationshipsinmarketingwillbecomelessimportant.第3題單選題(2分)Inmarketing,demanddoesnotguaranteesuccessbecause:AConsumersmakedecisionsbasedonafewmarketingeffects.BConsumersaresatisfiediftheytrustyourbrand.CConsumersarewillingtotrynewproducts.DMarketingmaytakealotofeffortsbeforebringinganyprofit.第4題單選題(2分)WhydoconsumerspreferSingaporeAirlines?AEmployeesreceivethebesttrainingprograms.BConsumersdevelopbrandloyalty.CEmployeesfeeltheemotinalrewoardofbeingpraised.DAlloftheabove.第5題第二章測(cè)試Chapter2Test第1題單選題(2分)MarketingstrategymustconsiderthethreebasicissuesEXCEPTAsegmentation,whichmeansdividingthemarketintosmallersegmentsBpenetration,whichmeanshowthecompanycanfindspecificconsumersCpolitics,whichmeanshowthecompanydealswithpoliticalchallengesDpositioning,whichmeanshowabrandcanbecomparedwithcompetitors第2題單選題(2分)Whenexportingtoothermarkes,acompanyshouldpayattentiontoextrachallengesincluding:AlegalissuessuchaslawsandregulationsconcerninginternationalbusinessBentrymodesuchaslicencingordirectentryCappropriatefinancingandexchangerisksDAlloftheabove第3題判斷題(1分)Gravitymodelininternationaltradetheorytellsusthatacompanyshouldgotodistantcountriesbecausethemarketsarelessdifficulttoenter.第4題判斷題(1分)TheC2thatCocaColapaunchedwashugelysuccessfulbecauseitcontainedhalfthecaloriesofaregularCoke.第5題第三章測(cè)試Chapter3Test第1題單選題(2分)InternationalbusinessersshouldpaymostattentiontoAmanufacturersBconsumersCgovernmentsDcompetitors第2題單選題(2分)NewopportunitiesarecreatedwhenAsomemarketsofferfavorableconditionsBexchangesmaymakeadecisionasuccessCthemacroeconomicenrivonmentbecomesfavorableDalloftheabove第3題判斷題(1分)Papermediaisprofitableinthedigitalagebecauseamarketsegmentstillexists.第4題判斷題(1分)"Don'treinventthewheels"meansthatacompanyshouldmakeinnovationsbasedontheexistingachievementsoftheothermarkets.第5題第四章測(cè)試Chapter4Test第1題判斷題(1分)Inrecentyears,China'scomparativeadvantageintextileindustryhasbeenaffectedbyrisinglaborcosts.第2題判斷題(1分)Poorcountrieswillsuffermoreifallcountriesembracefreetrade.第3題單選題(2分)ExamplesofcomparativeadvantageincludethefollowingEXCEPTASwisswatchesBAmericalfarmsCChinesehomeappliancesDJapanesebanks第4題單選題(2分)CountriesshouldtrytokeepthebalanceoftradebecauseAIfacountryimportsmorethanitexports,itwilleventuallyrunoutofmoneyBIfacountryimportsmorethanitexports,itwilleventuallyaccumulateadvantageCIfacountryexportsmorethanitimports,othercountrieswillbenefitDIfacountryexportsmorethanitimports,othercountrieswilltrytoimportmore第5題第五章測(cè)試Chapter5Test第1題判斷題(1分)TheCubanembargowaseffectivelysolvedbytheHelms-BurtonActin1996.第2題判斷題(1分)SwedishproductsarepopularinBrazilbecausebothcountriesembracefreetrade.第3題單選題(2分)Ininternationalmarkets,whycouldamonopolyendupinfinancialloss?Amarginalcostsincreases.Bpriceislowerthanmarginalcost.Cmarginalrevenueequalsmarginalcost.Dmarginalrevenueexceedsmarginalcost.第4題單選題(2分)WhichofthefollowingisNOTanexampleofgovernmentsusingsovereigntyasaweapontoprotecttheirselfinterests?ANAFTABASEANCEuropeanUnionDAsianUnion第5題第六章測(cè)試Chapter6Test第1題判斷題(1分)Diwali,themostimportantIndianholidayoftheyear,showsthatconsumersofdifferentmarketshaveverysimilarbuyingbehaviors.第2題判斷題(1分)Itisimperativeforaninternationalmarketeertoattractasmanynewusersaspossible.第3題單選題(2分)Ininternationalmarketing,itmaynotagoodideatoemployatranslatorwhois:AanativetranslatorBanexperiencedtranslatorinthetargetmarketCatranslatorofferedbyyourcounterpartsDatranslatorwhoknoweveryexpressioninyourindustry第4題單選題(2分)BesidesEnglish,itisrecommendedtolearnanotherlocallanguageinthetargetmarketsuchasASwahiliBKlingonCElvishDDothraki第5題第七章測(cè)試Chapter7Test第1題判斷題(1分)ISOisimportantbecauseitsignifiesthehighestqualitystandardoftheindustry.第2題判斷題(1分)TheLacostebrandwitnessedamajordeclineandmarketfailuresince2001.第3題單選題(2分)Whatdeterminesconsumers'perception

ofthenewnessofaproduct?ATheperceivedageoftheproductBTheappropriatenessofinnovationforthemarketCTherelativevalueoftheproductcomparedtothecompetitorsDAlloftheabove第4題單選題(2分)TheeasierandmoreconvenientwayofenteringanothermarketsuccessfullyisoftenAacquiringalocalcompanytoproduce.Bdevelopinganewproductforthetargetmarket.Ccarryinganexistingproducttoanothercountry.Destablishingaluxurybrand.第5題第八章測(cè)試Chapter8Test第1題判斷題(1分)Researchbywanderingaroundisabadideabecauseitmeanstheresearchercannotfindvaluableinformation.第2題判斷題(1分)Amarketingresearchermusttrytoanswerasmanyquestionsaspossible.第3題單選題(2分)Ifamarketingresearcherwantstounderstandthedeepreasonswhyconsumersbuyacertainbrand,whichmethodismorepreferable?AquantitativeresearchBqualitativeresearchCobservationDquestionnaire第4題單選題(2分)Marketingresearchobjectivesshouldavoidself-fulfillingprophesiesbecauseAself-fulfillingproficiesnevercometrue.Bself-fulfillingproficiesareonlyusefulforWesterncompanies.Cself-fulfillingproficiesaretooaccurate,soemployeeshavelittleflexibility.Dself-fulfillingproficiesmaypromptcompaniestoachievethegoalathighcosts.第5題第九章測(cè)試Chapter9Test第1題判斷題(1分)Pricinginanothermarketcanbebasedoncost,demand,orcompetitors.第2題判斷題(1分)Recently,citymarathonmatchesareverypopularpartlybecausesponsoringcompaniescanreachalargeaudience.第3題單選題(2分)Comparedtoproducts,theinternationalmarketingofservicesisagreaterchallengebecauseAservicescanbetriedortouched.Bserviceshavelongershelflife.Cservicesusuallyhappenswheretheproviderandtheconsumerareindifferentlocations.Dconsumerexperiencesofservicesareoftendifferent.第4題單選題(2分)Whichstatementaboutsegmentationisincorrect?ASegmentationisunnecessaryforasmallcompanyinanewmarket.BSegmentationaloneisunabletotellamanagerwhichsegmenttotarget.CConsumersegmentsareestablishedbasedoncommonalityofagroupofconsumers.DAconsumermaybelongtodifferentsegmentsfordifferentproducts.第5題第十章測(cè)試Chapter10Test第1題判斷題(1分)ManylargeshoppingmallsareinAsiabecausetheyaregoodsolutionsofdistributionchannel.第2題判斷題(1分)Avon'sdistributionchannelinChinaisthesameasintheUnitedStates.第3題單選題(2分)Ifthedistributorsrefusetocarryoutacompany'smarketingstrategy,itiscalledAmemberblockage.Bcompetitorblockage.Clackofinfrastructure.Dlackofservices.第4題單選題(2分)TheprimarypurposeofdistributionisAoptimalallocationofcosts.Bmaximumadvertisingeffect.Cminimumpublicrelationsrisks.Dfixedpricingstrategy.第5題第十一章測(cè)試Chapter11Test第1題判斷題(1分)Allcompaniesshouldshowtheiradvertisementsasfrequentlyastheircompetitorsdo.第2題判斷題(1分)

Atypicalcitizeninmodernsocietymayseeatleastafewhundredadvertisementsperday.第3題單選題(2分)Ifacompanywouldliketodesignanadintendedforaspecificcountrymarket,itshouldfindaAdomesticadagency.Bglobaladagency.Clocaladagency.Daffiliatedadagency.第4題單選題(2分)Ifanadusesanexaggeratedimage:aman’sforeheadgrowswrinklesbecauseofthenaughtylittlegirl,itisAafunctionalappeal.Banemotionalappeal.Cahumorappeal.Damysteryappeal.第5題第十二章測(cè)試Chapter12Test第1題判斷題(1分)Lifeinsurancecouldusepushstrategytopersuadeconsumers.第2題判斷題(1分)ThetransactionsofB2CandB2Bmarketsarelargelythesame.第3題單選題(2分)Whichofthefollowingisnotanexampleofcommercialsponsorship?AAbeerbrandappearsinabasketballchampionshipgame.Largeimagesofbeerbottlesareshownonthescreen.BAchemicalcompanyprovidesscholarshipsforabusinessschool.Theallowancesarenamedafterthecompanyname.CApianoproducerprovidespianosforamusicalconcert.Theaudiencecanseethelogoandthepiano.DAmineralwaterbrandprovidesbottledwaterforamarathongame.第4題單選題(2分)Whichofthefollowingstatementsaboutpersonalsellingis