对外经贸大学国际商学院国际营销学题库

对外经贸大学国际商学院国际营销学题库

国际营销学 MKT301 授课教师：孙谨 成绩构成： 平时成绩 20 分、小组案例展示及论文 30 分、期末考试 50 分 期末闭卷笔试，题型单选题 30 分、判断正误题 20 分、简答题（名词解释题）20 分、案例 分析题 30 分。客观题题干为英文，主观题题干为中文。 考试范围： 1.导论 2.经济、文化、政治和法律环境 3.市场进入 4.市场调研 5.STP 6.产品和品牌、价格、渠道、推广策略 最高分 92 分 附件： 1 两套期末考试题 2 专业词汇中文英文对照 3 客观题题库（附答案） 4 习题集 5.单元测试题 6 套 6.家庭作业题 5 套 7.单元复习题 17 单元，每单元 1 套 8.复习题-中文版 9.期中复习题 10 重要概念 11.教师介绍

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对外经贸大学国际商学院国际营销学题库

期末考试题 A

I．True or False?（1 point each, 20%）

Score

1. One advantage of a polycentric management orientation is the ability to tailor marketing strategies to the needs of each local market. 2. According to the discussion in Lesson 1, Switzerland’s Nestlé ranks high in trans-nationality. 3. The dollar value of worldwide merchandise and services trade exceeds the value of worldwide foreign exchange transactions and capital movements. 4. According to the Heritage Foundation, the country with the highest degree of economic freedom is the United States. 5. As discussed in Chapter 7, management guru Peter Drucker advises using the traditional survey approach when researching latent markets. 6. “Back translation” is a technique used to ensure that currency conversion is performed correctly when financial statements of foreign subsidiaries are consolidated with financial statements at headquarters. 7. Market researchers should be alert to the fact that the quality of government statistics can vary greatly from country to country. 8. Analogy is a statement of similarity or partial resemblance. 9. Because music is a cultural universal, advertisers can always use the same music in broadcast advertisements that are shown in different countries. 10. In a high-context culture, lawyers and legal paperwork form the backbone of many business deals. 11. Because esteem needs and status symbols vary around the world, marketers of upscale gift items must change product offerings country to country. 12. Research has shown that dilution of equity, while not popular with company management, can...