1、精品课程：国际市场营销学分章英语习题Chapter 1 Introduction1. What are the basic goals of marketing? Are these goals relevant to global marketing?2. What is meant by global localization? Is Coca-Cola a global product? Explain.3. Describe some of the global marketing strategies available to companies. Give examples of
2、companies using the different strategies.4. How do the global marketing strategies of the Harley-Davidson and Toyota differ?5. Describe the difference among ethnocentric, polycentric, regiocentric, and geocentric management orientations.6. Identify and briefly describe some of the forces that have r
3、esulted in increased global integration and the growing importance of global marketing.7. Define leverage and explain the different types of leverage utilized by companies with global operations.8. What, in your view, is the future of a company such as Renault? Will it be able to continue as an inde
4、pendent company? Why? Why not?9. What are some major trends in the world that will affect marketing?Chapter2 Entry and Expansion Strategies1. What are the alternative tools or strategies for expanding internationally? What are the major advantages and disadvantages of each strategy?2. The president
5、of XYZ Manufacturing Company of Buffalo, New York, comes to you with a license offer from a company in Osaka. In return for sharing the companys patents and know-how, the Japanese company will pay a license fee of 5 percent of the ex-factory price of all products sold based on the U.S. companys lice
6、nse. The president wants your advice. What would you tell him?精品课程：国际市场营销学分章英语习题3. What are the differences among companies at international, multinational, global, and transnational stages of development? Find examples of companies that fit the characteristics of each of these types.4. Why is expor
7、ting from the United States dominated by large companies? What, if anything, could be done to increase exports from smaller companies?5. What six criteria should be assessed when evaluating potential export markers?6. What does it take to be a successful exporter?7. Which strategic options for marke
8、t entry or expansion would a small company be likely to pursue? A large company?Chapter3 The Global Economic Environment1. Explain the differences among a market allocation economic system, a command allocation system, and a mixed system.2. What are the stages of national market development, and wha
9、t percentage of world income is found in each of the stages?3. What is the pattern of income distribution in the world today? How do developing country markets compare with high-income country markets in the proportion of income going to the bottom and the top 20 percent of the population?4. A manuf
10、acturer of long-range radios is assessing the world market potential for his product. He asks you if he should consider developing countries as potential markets. How would you advise him?5. Are income and standard of living the same thing? What is meant by the term “standard of living”?6. Describe
11、the similarities and differences among a free trade area, a customs union, a common market, and an economic union. Give an example of each.Chapter 4 The Social and Cultural精品课程：国际市场营销学分章英语习题Environmentof Global Marketing1. What is culture? Is there such a thing as a cultural universal or cultural un
12、iversals: If your answer is affirmative, give an example of a cultural universal. If it is negative, explain why there is no such thing.2. Can Hofstedes cultural typologies help marketers better understand cultures outside their home country? Is you answer is yes, explain how, and if it is no, expla
13、in why not.3. Explain the self-reference criterion. Go to the library and find examples of product failures that might have been avoided through the application of the SRC.4. What is the difference between a low-context culture and a high-context culture? Give an example of a country that is an exam
14、ple of each type, and provide evidence for your answer. How does this apply to marketing?5. Consider the equation Y= f (A, B, C, D, E, F, G), where Y stands for consumption of soft drinks and D is the variable for cultural elements. How would this equation help a soft-drink marketer understand deman
15、d for soft drinks in global markets?Chapter5 The Political, Legal, and RegulatoryEnvironments of Global Marketing1. What is sovereignty? Why is it an important consideration in the political environment of global marketing? Briefly describe some of the differences that relate to marketing between th
16、e legal environments of a country that embraces common law as opposed to a country that observes civil law. Global marketers can avoid legal conflicts by understanding the reasons conflicts arise in the first place. Identify and describe several legal issues that relate to global commerce. What alte
17、rnatives are available from a marketing perspective?精品课程：国际市场营销学分章英语习题 See you in court” is one way to respond when legal issues arise. What other approaches are possible?Chapter6 Global Marketing Information What is the major source of information for headquarters executives of global companies? Wh
18、at are the different modes of information acquisition? Which is the most important for gathering strategic information? Assume that you have been asked by the president of your organization to devise a systematic approach to scanning. The president does not want to be surprised by major market or co
19、mpetitive developments. What would you recommend? What is the difference between existing, latent, and incipient demand? How might these differences affect the design of a marketing research project? Describe some of the analytical techniques used by global marketers. When is it appropriate to use e
20、ach technique? How does the Internet affect market information systems?Chapter7 Segmentation, Targeting, and Positioning What is a global market segment? Pick a market that you know something about, and describe the global segments for this market. Identify the major geographic and demographic segme
21、nts in global markets. A has been an early winner in the on-line book business. Which market segments has Amazon served? Are the Amazon target market segments in the United States and the rest of the world identical? Smoking is on the decline in high-income countries where the combination of longer
22、life expectancy, education, income, and legal action has created a powerful anti-smoking campaign. Global tobacco companies are shifting their focus from high income to emerging markets where the combination of rising income and the 精品课程：国际市场营销学分章英语习题absence of anti-smoking campaigns is leading to e
23、ver-increasing demand for cigarettes. Is this shift in focus by global tobacco companies ethical? What, if anything, should residents in high-income countries do about the rise in smoking in emerging markets?Chapter8 Product Decisions1. What is the difference between a product and a brand?2. What ar
24、e the differences among a local, an international, and a global product or brand? Cite examples.3. What criteria should global marketers consider when making product design decisions?4. How can buyer attitudes about a products country of origin affect marketing strategy?5. Identify several global br
25、ands. What are some of the reasons for the global success of the brands you chose?6. Briefly describe various combinations of product/communication strategies available to global marketers. When is it appropriate to use each?Chapter9 Global Marketing Channelsand Physical Distribution1. What factors
26、influence the channel structures and strategies available to global marketers?2. What is “cherry picking”? What approaches can be used to deal with this problem?3. Compare and contrast the typical channel structures for consumer products and industrial products.4. Briefly discuss the global issues a
27、ssociated with physical distribution and transportation logistics. Cite one example of a company that is making efficiency improvements in its physical distribution.精品课程：国际市场营销学分章英语习题5. What special distribution challenges exist in Japan? What is the best way for a non-Japanese company to deal with
28、these challenges?Chapter 10 Pricing Decisions1. What are the three basic factors affecting price in any market? What considerations enter into the pricing decision?2. Identify some of the environmental constraints on global pricing decision3. What is “dumping”? Is it an important trade issue or a re
29、d herring?4. What is a transfer price? What is the difference, if any, between a transfer price and a “regular” price? What are three methods for determining transfer prices?5. What are three alternative approaches to global pricing? Which one would you recommend to a company that has global market
30、aspirations?6. If you were responsible for marketing CAT scanners worldwide (average price, $1,200,000) and your country of manufacture was experiencing a strong and appreciating currency against almost all other currencies, what options are available for adjusting prices to take into account the st
31、rong currency situation?Chapter 11 Globalcommunication1. In what ways can global brands and global advertising campaigns benefit a company?2. How does the standardized-versus-localized debate apply to advertising?3. When creating advertising for world markets, what issues must art directors and copy
32、writers take into account?4. How do the media options available to advertisers vary in different parts of the world? What can advertisers do to cope with media limitations in certain countries?5. What is the role of public relations in global marketing?精品课程：国际市场营销学分章英语习题6. What is the role of sales
33、promotion in the marketing mix? How do these roles differ for industrial and consumer products?7. Does the role of promotion in the marketing mix vary from one country to the next for the same product?8. How does personal selling differ in international markets?9. What effect will the Internet have
34、on global promotion?10. One important impact is that buyers will be able to scan the world to get the best price for the product of their choice. The balance of power will shift from producers to consumers; price disparities in different parts of the world are likely to be diminished as producers ad
35、just to the new world of price transparency.Chapter 12 Leading, Organizing theGlobal Marketing Effort What are the major variables influencing control in a global company? What is the major complaint of managers in subsidiary companies about the control practices of headquarters? What is a global marketing audit? What kind of planning problems develop in the headquarters of a global company? What are the problems in planning at the country or subsidiary level in a global company? How would you advise a company manufacturing a line of construction equipment to organize on a global scale?
