2025年高職（國(guó)際市場(chǎng)營(yíng)銷(xiāo)）國(guó)際營(yíng)銷(xiāo)綜合測(cè)試試題及答案

（考試時(shí)間：90分鐘滿分100分）班級(jí)______姓名______第I卷（選擇題，共40分）請(qǐng)將正確答案的序號(hào)填在括號(hào)內(nèi)。（總共20題，每題2分）1.國(guó)際市場(chǎng)營(yíng)銷(xiāo)與國(guó)內(nèi)市場(chǎng)營(yíng)銷(xiāo)的主要區(qū)別在于（）A.營(yíng)銷(xiāo)環(huán)境不同B.營(yíng)銷(xiāo)方式不同C.營(yíng)銷(xiāo)手段不同D.營(yíng)銷(xiāo)目的不同2.國(guó)際市場(chǎng)細(xì)分的標(biāo)準(zhǔn)中，屬于人口統(tǒng)計(jì)因素的是（）A.年齡B.收入C.職業(yè)D.以上都是3.企業(yè)進(jìn)入國(guó)際市場(chǎng)的方式中，風(fēng)險(xiǎn)最大的是（）A.間接出口B.直接出口C.許可貿(mào)易D.對(duì)外直接投資4.國(guó)際產(chǎn)品生命周期理論認(rèn)為，產(chǎn)品在市場(chǎng)上的銷(xiāo)售情況會(huì)經(jīng)歷（）階段。A.投入期、成長(zhǎng)期、成熟期、衰退期B.引入期、增長(zhǎng)期、成熟期、衰落期C.導(dǎo)入期、發(fā)展期、穩(wěn)定期、下降期D.誕生期、成長(zhǎng)階段、穩(wěn)定階段、消亡階段5.國(guó)際市場(chǎng)營(yíng)銷(xiāo)定價(jià)策略中，隨行就市定價(jià)法屬于（）A.成本導(dǎo)向定價(jià)法B.需求導(dǎo)向定價(jià)法C.競(jìng)爭(zhēng)導(dǎo)向定價(jià)法D.心理導(dǎo)向定價(jià)法6.國(guó)際促銷(xiāo)組合中，最古老、最常用的促銷(xiāo)方式是（）A.廣告B.人員推銷(xiāo)C.營(yíng)業(yè)推廣D.公共關(guān)系7.國(guó)際市場(chǎng)調(diào)研的第一步是（）A.確定調(diào)研目標(biāo)B.制定調(diào)研計(jì)劃C.收集信息D.分析信息8.國(guó)際市場(chǎng)營(yíng)銷(xiāo)中，文化環(huán)境對(duì)企業(yè)營(yíng)銷(xiāo)活動(dòng)影響最大的方面是（）A.語(yǔ)言B.宗教C.價(jià)值觀D.風(fēng)俗習(xí)慣9.企業(yè)在國(guó)際市場(chǎng)上采用差異化營(yíng)銷(xiāo)策略的優(yōu)點(diǎn)是（）A.能更好地滿足不同消費(fèi)者的需求B.能降低成本C.能提高市場(chǎng)占有率D.以上都是10.國(guó)際市場(chǎng)進(jìn)入模式中，契約進(jìn)入模式的特點(diǎn)是（）A.投資少、風(fēng)險(xiǎn)小B.投資大、風(fēng)險(xiǎn)大C.投資少、風(fēng)險(xiǎn)大D.投資大、風(fēng)險(xiǎn)小11.國(guó)際產(chǎn)品標(biāo)準(zhǔn)化策略的優(yōu)點(diǎn)是（）A.能降低成本B.能更好地滿足當(dāng)?shù)厥袌?chǎng)需求C.能提高產(chǎn)品競(jìng)爭(zhēng)力D.以上都是12.國(guó)際市場(chǎng)營(yíng)銷(xiāo)渠道的長(zhǎng)度是指（）A.中間環(huán)節(jié)的多少B.渠道層次的多少C.渠道成員的多少D.渠道寬度的大小13.國(guó)際市場(chǎng)定價(jià)目標(biāo)中，以獲取最大利潤(rùn)為目標(biāo)的定價(jià)策略是（）A.撇脂定價(jià)策略B.滲透定價(jià)策略C.滿意定價(jià)策略D.心理定價(jià)策略14.國(guó)際促銷(xiāo)活動(dòng)中，營(yíng)業(yè)推廣的特點(diǎn)是（）A.針對(duì)性強(qiáng)、刺激性大B.可信度高、傳播面廣C.長(zhǎng)期效果好D.費(fèi)用低15.國(guó)際市場(chǎng)調(diào)研中，二手資料的來(lái)源有（）A.企業(yè)內(nèi)部資料B.政府出版物C.商業(yè)數(shù)據(jù)公司D.以上都是16.國(guó)際市場(chǎng)營(yíng)銷(xiāo)中，政治環(huán)境對(duì)企業(yè)營(yíng)銷(xiāo)活動(dòng)的影響主要表現(xiàn)在（）A.政府政策B.政治穩(wěn)定性C.國(guó)際關(guān)系D.以上都是17.企業(yè)在國(guó)際市場(chǎng)上采用集中性營(yíng)銷(xiāo)策略的優(yōu)點(diǎn)是（）A.能更好地滿足特定市場(chǎng)需求B.能降低成本C.能提高市場(chǎng)占有率D.以上都是18.國(guó)際市場(chǎng)進(jìn)入模式中，投資進(jìn)入模式的特點(diǎn)是（）A.投資少、風(fēng)險(xiǎn)小B.投資大、風(fēng)險(xiǎn)大C.投資少、風(fēng)險(xiǎn)大D.投資大、風(fēng)險(xiǎn)小19.國(guó)際產(chǎn)品差異化策略的優(yōu)點(diǎn)是（）A.能更好地滿足不同消費(fèi)者的需求B.能降低成本C.能提高市場(chǎng)占有率D.以上都是20.國(guó)際市場(chǎng)營(yíng)銷(xiāo)渠道的寬度是指（）A.中間環(huán)節(jié)的多少B.渠道層次的多少C.渠道成員的多少D.渠道長(zhǎng)度的大小第II卷（非選擇題，共60分）二、判斷題（共10分）判斷下列說(shuō)法的正誤，正確的打“√”，錯(cuò)誤的打“×”。（總共10題，每題1分）(1)國(guó)際市場(chǎng)營(yíng)銷(xiāo)就是把國(guó)內(nèi)市場(chǎng)營(yíng)銷(xiāo)的方法和策略直接應(yīng)用到國(guó)際市場(chǎng)。（）(2)國(guó)際市場(chǎng)細(xì)分的依據(jù)主要是地理因素、人口因素、心理因素和行為因素。（）(3)企業(yè)進(jìn)入國(guó)際市場(chǎng)的方式中，對(duì)外直接投資是最快捷的方式。（）(4)國(guó)際產(chǎn)品生命周期理論認(rèn)為，產(chǎn)品在不同國(guó)家市場(chǎng)上的生命周期是同步的。（）(5)國(guó)際市場(chǎng)營(yíng)銷(xiāo)定價(jià)策略中，成本加成定價(jià)法是最常用的方法。（）(6)國(guó)際促銷(xiāo)組合中，人員推銷(xiāo)的作用主要是傳遞信息和促進(jìn)購(gòu)買(mǎi)。（）(7)國(guó)際市場(chǎng)調(diào)研中，一手資料的收集方法主要有問(wèn)卷調(diào)查、訪談、觀察等。（）(8)國(guó)際市場(chǎng)營(yíng)銷(xiāo)中，文化環(huán)境對(duì)企業(yè)營(yíng)銷(xiāo)活動(dòng)的影響是間接的。（）(9)企業(yè)在國(guó)際市場(chǎng)上采用無(wú)差異營(yíng)銷(xiāo)策略的優(yōu)點(diǎn)是能更好地滿足不同消費(fèi)者的需求。（）(10)國(guó)際市場(chǎng)營(yíng)銷(xiāo)渠道的選擇主要考慮的因素有市場(chǎng)因素、產(chǎn)品因素、企業(yè)因素和環(huán)境因素。（）三、簡(jiǎn)答題（共20分）1.簡(jiǎn)述國(guó)際市場(chǎng)營(yíng)銷(xiāo)與國(guó)內(nèi)市場(chǎng)營(yíng)銷(xiāo)的區(qū)別。（6分）2.國(guó)際市場(chǎng)細(xì)分的標(biāo)準(zhǔn)有哪些？（6分）3.企業(yè)進(jìn)入國(guó)際市場(chǎng)的方式有哪些？各有什么優(yōu)缺點(diǎn)？（8分）四、案例分析題（共15分）某企業(yè)生產(chǎn)的電子產(chǎn)品在國(guó)內(nèi)市場(chǎng)已經(jīng)取得了一定的成績(jī)，但隨著市場(chǎng)競(jìng)爭(zhēng)的加劇，企業(yè)決定開(kāi)拓國(guó)際市場(chǎng)。經(jīng)過(guò)市場(chǎng)調(diào)研，企業(yè)發(fā)現(xiàn)某發(fā)展中國(guó)家對(duì)電子產(chǎn)品的需求較大，且市場(chǎng)競(jìng)爭(zhēng)相對(duì)較小。于是，企業(yè)決定采用直接出口的方式進(jìn)入該市場(chǎng)。1.請(qǐng)分析該企業(yè)采用直接出口方式進(jìn)入國(guó)際市場(chǎng)的優(yōu)點(diǎn)和缺點(diǎn)。（8分）2.為了更好地開(kāi)拓該國(guó)際市場(chǎng)，你認(rèn)為該企業(yè)還可以采取哪些營(yíng)銷(xiāo)策略？（7分）（答題區(qū)域：..................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................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