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

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

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