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1、根据南华大学全日制普通高等教育学分制学士学位授予实施细则警示三条第一款规定，学生在校期间考试舞弊者不能授予学位。南华大学2017年 学期国际市场营销课程试卷（A卷、年级专业）考试日期：201年 月 日考试类别：考试考试时间：100分钟名装姓号考 订业专院,一线学二题号一三四总分统分签字得分得分一、选择题：（每题 2 分，共 20 分）? B. Sales. C. Promotion. D.MarketingE. Societal marketing of the international product life cycle, goods are producedB. maturing pr
2、oductD. declining productB. Licensing andfranchising.D. Wholly owned subsidiary. are elements of the EPRG framework forevaluating the s management is committed to EXCEPT.B. geocentric orientationD. polycentric orientationB. Government regulations.D.Manufacturing costs. 第 1 页 共 4 页阅卷人1. Major logisti
3、cs functions include A. order processing and warehousing B. inventory and transportation C. product, price, distribution, and promotion D. order processing, warehousing, inventory management, and transportation 2. Which of the following is NOT true about marketing? A. Marketing is a process. B. Mark
4、eting can involve any number of parties. C. Marketing can be used for ideas, goods, or services. D. Marketing involves products, pricing, promotion, and distribution. 3. Tiantang is a mineral water manufacturer that donates 2 cents of each bottle of mineral water it sells to the Hope Project. Which
5、type of orientation the company hasA. Production. 4. In the stage home country because of uncertain domestic demand and to keep production close to the research department that developed the product. A. new product C. standardized product 5. Which mode of entry into a foreign market is characterized
6、 by an organization allowing others to produce and distribute its goods? A. Exporting and importing. C. Strategic alliance. 6. All of the following internationalism a firmA. ethnocentric orientation C. raceocentric orientation 7. All but which of the following factors directly affect most companies
7、pricing decisions? A. Competition. C. Gross domestic product.第 in thedegree of8. Producers in high -tech industries often use thepricing strategy to recoup 一quickly research and development costs.A. cost- basedB. electronicC. penetrationD. skimming9. The reason for the difficulty in forecasting fore
8、ign exchange rates is. A. there are a multitude of factors and forces to determine rates, which are not quantifiableB. exchange system is complicatedC. foreign exchange rates are mainly affected by inflationD. we dont know how to adjust to offset price level differenceE. economic analysis is hard to
9、 make10. The reason for the difficulty in forecasting foreign exchange rates isA. there are a multitude of factors and forces to determine rates, which are not quantifiableB. exchange system is complicatedC. foreign exchange rates are mainly affected by inflationD. we dont know how to adjust to offs
10、et price level differenceE. economic analysis is hard to make得分20分)(每题2分，共二、判断题：阅卷人Post Office Parcel Services firms would most likely have a monopoly for its competitive 11.)(environment.Essex Office Products has decided to use a particular competitive tool that it feels will 12.have a major impact
11、. Its consultant, Dr. Bell, contends that this particular approach is themarket is: in question the by firms competitors. The tool one most easily copied)(segmentation.When Coca-Cola and Nestle formed a joint venture to market ready -to -drink coffee and 13.) (tea worldwide, they formed a horizontal
12、 marketing system.) (14. The marketing mix variables are product, place, promotion, and price.Conceptually, international marketing differs from domestic marketing only by virtue of 15.) (the fact that the marketer must operate in more than one nation.) 16. Licensing is an alternative entry and expa
13、nsion strategy with considerable appeal.andagents, foreign distributors, sales takes place through sales by 17. Direct exporting ()overseas sales subsidiaries.) (18. The marketing mix variables are product, place, promotion, and price.hasexchange in the take place unless each party marketing 19. A e
14、xchange cannot)(something that the other party values.The owners of the Plane Rubber and Tire Company are pleased with their low unit costs 20. always buyers are because volumes. and high production Salespeople are unnecessary 第2页共4页waiting for new tires to come off the assembly line. Plane currentl
15、y has a production orientation.（）得分分）5分，共25三、名词解释 （每题 阅卷人Positioning 21.Market entry modes.22.Marketing target.23.Product life cycle 24.Trade risk 25.得分分）题，共35 （共四、问答题3阅卷人分）11 Describe briefly the different methods of foreign market entry. （本题 26.第3 共 427. What is a product life cycle? Give a brief description of the separate stages. （本题 12 分）28. What is a product life cycle? Give a brief description of the separate stages. （本题 12 分）第4 共 4
