国际市场营销英语答案

1国际市场营销Chapter1MultiplechoicesDDDACCBDEDB1.WhatwillWTObringtoChinesefirmininternationalmarketing?ChinasuccessfullyparticipatingintheWTOoffersbothchallengesandopportunitiestoChinesecompanies.ChinaofficiallyjoinedtheWTOon10thNovember2001.WTOisoneofthemostinfluentialinternationalgovernmentalbodiestoaffectmarketing.WTOandtheWorldCourtaresetuptohelptosolveinternationaltradedisputes,andtheyalsohelpthemembercountriestogainfairtreatmentininternationaltrades.SinceChinaisamembercountryoftheorganization,Chinacanalsoenjoylowtradetariffsandseekequaltreatmentamongassociationmembers,whichwould,ofcourse,givecompaniesmorechancestoexpandtheirinternationalmarkets.2Thedifferencesbetweendomesticmarketingandinternationalmarketing.Internationalmarketingismorecomplexthandomesticmarketinginanumberofways.1.Differentenvironments,2.Differentapplicationsofmarketingprinciples,conceptsandtechniques3.Differentrelationsbetweenenterprisesandgovernment.3whatarethefunctionsofmarketing?Contact:Theseekingoutofprospectiveconsumersanditmaybebasedonavarietyofdeterminants.Improperhandlingoftheinitialcontactcankeepacompanyoutofthemarketplaceindefinitely.Merchandising:Merchandisingistheprocessofbringingtherightproducttotherightplaceattherighttimeintherightquantityattherightplace.Pricing:Thepriceofaproductisoftenthedeterminingfactorwhenapurchaseismadeandisalwaysakeytoprofit.Promotion:Promotionisusedtosupportmarketingefforts:paidadvertising,personalselling,publicrelations,andsupplementalefforts.Distribution:Theprocessofputtingtheconsumerandtheproducttogether.Humanresources:Internalmarketingthatoccurswithinacompanybetweenemployersandemployeesisareflectionintheabilitytomarketexternallytothepublic.It’sessentialthatsellersunderstand,communicatewith,andvaluebuyers.4.Therearemanyreasonsforthat,environment,Competition,legalrestraints,governmentcontrols,weather,fickleconsumers,andanynumberofotheruncontrollableelementscan,andfrequentlydo,affectChapter3MultiplechoicesCACEABDABBTheGlobaleconomyhasexperiencedthefollowingchangesa)Capitalmovementsratherthantradehavebecomethedrivingforceoftheglobaleconomy.b)Productionhasbecomeuncoupledfromemployment.c)Primaryproductshavebecomeuncoupledfromtheindustrialeconomy.d)Theworldeconomyisincontrol.Reasonsa)WorldtradeissomeUS$3trillion,whereastheLondonEurodollarmarket-aloneissomeUS$75billionperannumandforeignexchangetransactionswereUS$35billionperannum.Interestandexchangerate-gainsareoftenmorelucrativethaninvestmentingoodsandservicesmanufacturing.b)Employmentisindeclinewhilemanufacturingeithergrowsorremainsstatic.Sectorsarebecomingmoreproductive,withinjectionsofcapitalequipmentandnewtechnologies.c)Commoditypricesmaycollapsebutindustrialeconomiescanbeunaffected.d)Worldtradeisrecognizedasvitaltoeconomiesasdomesticgrowthslowsdownandopportunitiesoverseasgrow.Growthachievableininternationaltradeisoftenatagreaterratethandomesticallyandthereturnshigher.Chapter4MultiplechoicesADDBDAACBC1.Importanttohavearegulatoryframeworkforthefollowingreasons.a)Frameworkstatesthepolitical,socialandlegalgroundrulesfordoingbusinessbetweenandwithincountries.b)Theframeworkgives:i)thebasisforallproduction,exchangeanddistributionactivitiesii)givesrisetoexpectationsandassurancesabouttheactionsofothersandiii)givesorderandstabilitytothemeansofdoingbusiness.Themostimportantrulesarethese:a)Defining,allocatingandenforcingpropertyrights.b)Establishingrulesandconventionsdefiningallowableandnonallowableformsofcooperationandcoordination(standards,rulesofconduct,fairtradingetc).22.Tariffbarriers/duties(termsofaccess)a)Tariffs-singlecolumn,twocolumn,preferential.b)Duties-advalorem,specific,alternative,compound,anti-dumping.c)Importcharges-variable,temporary,compensatory.Nontariffbarriersa)Quotaandtradecontrols.b)DiscriminatoryGovernmentandprivateprocurementpolicies.c)Restrictivecustomsprocedures.d)Selectivemonetarycontrolanddiscriminatoryexchangeratepolicies.e)Restrictiveadministrativeandtechnicalregulations.Chapter5MultiplechoicesCEBDDDBECC1.Mainelementsofculture-Definitionofculture-Theintegratedtotalsumoflearnedbehavioraltraitsthataremanifestandsharedbymembersofsociety.Elementsare-language,socialnorms,religion,ethics,socioeconomics,mores,traditions,societalregulations,nationalism,aesthetics,materialculture,attitudes,values,socialorganization.(Discusseachinturnwithstudents).2.Mainapproachestoculturea)Anthropological-relevancetointerpretationofwaysofdoingbusinesse.g.JapanversusUSA.b)Marlow’shierarchyofneeds-relevancetoproducttype,sophisticationandpricec)Selfreferencecriterion-relevanceinthestandardizationversusadoptionconceptsofmarketingstrategy.d)Diffusiontheory-relevancetoratesofadoptionofinnovationsandofnewproducts.e)Highandlowcontext-relevancetothedegreeofnecessitytohaveexplicitlyverbalorwrittencommunicationse.g.contracts.f)Perception-relevancetosensitivityinoperationofthemarketingmixvariablese.g.advertisingChapter6MultiplechoicesADACCECCCE1.Distinguishbetweenprimaryandsecondarydata.Whenshouldeachtypebeused?Answer:Primarydataisdatacollectedthroughobservation,surve