市场营销英文题2

Chapter 02

The Dynamic Environment of International Trade

True / False Questions

1. (p. 27) The French government continues to exclude American beef from the French diet based on disputes about mad cow disease.

FALSE

Difficulty: Easy

Type: Knowledge

2. (p. 27) Trade barriers are pesky hurdles to peace and prosperity.

TRUE

Difficulty: Easy

Type: Knowledge

3. (p. 27) One of the most severe problems faced by international marketers today is the extremely high level of tariffs the world over.

FALSE

Difficulty: Moderate

Type: Knowledge

4. (p. 28, Exhibit 2.1) With respect to total trade, the United States trades more with Mexico than any other country.

FALSE

Difficulty: Moderate

Type: Knowledge

5. (p. 28) The creation of the World Trade Organization (WTO) is one of the biggest victories for free trade in decades.

TRUE

Difficulty: Easy

Type: Comprehension

6. (p. 28) At no time in modern economic history have countries been more economically interdependent.

TRUE

Difficulty: Easy

Type: Comprehension

7. (p. 29) One of the contributing causes of the Great Depression was the Smoot-Hawley Act (1930), which raised average U.S. tariffs on more than 20,000 imported goods to levels in excess of 60 percent.

TRUE

Difficulty: Hard

Type: Knowledge

8. (p. 31) For almost one hundred years (1888-1971) the U.S. had a trade deficit. Since then, the U.S. has had a trade surplus.

FALSE

Difficulty: Hard

Type: Knowledge

9. (p. 31, Exhibit 2.2) Following the great economic boom of the late 1990s the number of American largest corporations remained approximately level through 2007 whereas during the same period Japanese largest corporations decreased from 22 to 8 corporations.

TRUE

Difficulty: Easy

Type: Knowledge

10. (p. 31, Exhibit 2.2) Following the great economic boom of the late 1990s British corporations were no longer among the world's largest corporations.

FALSE

Difficulty: Easy

Type: Knowledge

11. (p. 33) A nation's balance-of-payments statement records all financial transactions between its residents and those of the rest of the world during a given period of time--usually one year. TRUE

Difficulty: Moderate

Type: Knowledge

12. (p. 33) A balance-of-payments statement includes the following: the current account, the past account, and the overdue account.

FALSE

Difficulty: Hard

Type: Knowledge

13. (p. 35) Nations utilize legal barriers, exchange barriers, and psychological barriers to restrain entry of unwanted goods.

TRUE

Difficulty: Moderate

Type: Knowledge

14. (p. 35) As the value of the dollar declines to lower levels, American products are more expensive for foreign customers and American exports decrease; moreover, foreign products are less expensive for American customers and foreign imports increase.

FALSE

Difficulty: Easy

Type: Knowledge

15. (p. 35-36) One of the justifications of protectionism is protection of cartels.

FALSE

Difficulty: Moderate

Type: Comprehension

16. (p. 37) A tariff is a specific unit or dollar limit applied to a particular type of good.

FALSE

Difficulty: Moderate

Type: Knowledge

17. (p. 38) If there is a limit on the number of imported television sets from Mexico, this is called

a quota.

TRUE

Difficulty: Easy

Type: Application

18. (p. 38) If Germany agrees voluntarily to limit the number of automobiles exported to the United States, this would be an example of a quota.

FALSE

Difficulty: Moderate

Type: Application

19. (p. 39) A government boycott is an absolute restriction against the purchase and importation of certain goods from other countries.

TRUE

Difficulty: Easy

Type: Knowledge

20. (p. 38) A government can effectively regulate its international trade position by various forms of boycotts and embargoes.

FALSE

Difficulty: Moderate

Type: Comprehension

21. (p. 40) If the United States requires that any imported medicine meant for humans pass FDA standards, the standard requirement would be considered to be a form of nontariff barrier to international trade.

TRUE

Difficulty: Hard

Type: Application

22. (p. 40-41) If a foreign producer intentionally sells their products in the United States for less than the cost of production with the purpose of undermining competition and taking control of the market, the foreign producer would be guilty of what is called warrior pricing.

FALSE

Difficulty: Moderate

Type: Application

23. (p. 41) The overall purpose of the Omnibus Trade and Competitiveness Act of 1988 was to deal with trade deficits, protectionism, and overall fairness of our trading partners.

TRUE

Difficulty: Hard

Type: Comprehension

24. (p. 44) The GATT (General Agreement on Tariffs and Trade) was set up as a successor to the WTO (World Trade Organization).

FALSE

Difficulty: Moderate

Type: Knowledge

25. (p. 42) GATT stands for Global and Territorial Trade.

FALSE

Difficulty: Easy

Type: Knowledge

26. (p. 43) Since GATT's inception there have been four "rounds" of intergovernmental tariff negotiations.

FALSE

Difficulty: Moderate

Type: Knowledge

27. (p. 44) The WTO (World Trade Organization) is an institution, not an agreement as was GATT.

TRUE

Difficulty: Easy

Type: Knowledge

28. (p. 46) The International Monetary Fund (IMF) was created to serve as a watchdog over most international financial transactions between nations.

FALSE

Difficulty: Moderate

Type: Knowledge

29. (p. 46) An International Monetary Fund device, special drawing rights (SDR), is in effect "paper gold."

TRUE

Difficulty: Moderate

Type: Knowledge

30. (p. 47) Those that protest WTO meetings are generally thought to be antiglobalization in their orientation.

TRUE

Difficulty: Easy

Type: Comprehension

Multiple Choice Questions

31. (p. 27) American beef continues to be excluded in this country's diet based on disputes about mad cow disease.

A. Japan

B. Mexico

C. Canada

D. United Kingdom

E. China

Difficulty: Easy

Type: Knowledge

32. (p. 27) International work continues around the world to reduce these trade obstacles to peace and prosperity.

A. Satellite and terrestial communication.

B. Energy and food costs.

C. Medical and drug prices.

D. National debt and high exchange rates.

E. Tariff and nontariff trade barriers.

Difficulty: Easy

Type: Knowledge

33. (p. 28, Exhibit 2.1) The United States has many successful trade relationships. Four of these relationships account for a tremendous volume of trade. All of the following countries are among the top four producers of trade for the U.S. EXCEPT:

A. Canada

B. Mexico

C. Japan

D. France

E. China

Difficulty: Moderate

Type: Knowledge

34. (p. 29) For every dollar the United States invested in the economic development and rebuilding of other countries after World War II, hundreds of dollars returned in the form of purchases of U.S. goods and services. The primary plan after World War II used to rebuild and reinvigorate war ravaged countries was the:

A. Eisenhower Plan

B. Marshall Plan

C. Bradley Plan

D. Roosevelt Plan

E. Truman Plan

Difficulty: Hard

Type: Application

35. (p. 30) With respect to international trade, MNC stands for:

A. Municipal, National, and County districts

B. Multilateral and National Cartels

C. Multinational Corporations

D. Military and National Control districts

E. Market Nongovernment Channels

Difficulty: Moderate

Type: Knowledge

36. (p. 31, Exhibit 2.2) With respect to the nationality of the world's 100 largest industrial corporations, the United States is home to the largest number of the top 100 firms. Which of the following countries is home to the second largest number of these firms?

A. Germany

B. United Kingdom

C. France

D. Netherlands

E. Japan

Difficulty: Moderate

Type: Application

37. (p. 31) After 1888, the United States had unparalleled growth and a favorable balance of trade until _________. After this date, the United States has a negative balance of trade.

A. 1950

B. 1963

C. 1968

D. 1971

E. 1985

Difficulty: Hard

Type: Comprehension

38. (p. 31, Exhibit 2.2) In 2007 this country ranked second behind the United States in number of world's largest corporations.

A. Netherlands

B. Japan

C. France

D. Germany

E. South Korea

Difficulty: Easy

Type: Knowledge

39. (p. 31) Faced with increased competition for U.S. businesses in the '80s and early '90s, questions were raised as to how to maintain the competitive strength of American business, how to avoid the domination of U.S. markets by foreign multinationals, and how to

__________.

A. restructure heavy industries

B. strengthen the dollar

C. initiatite retalitory trade restrictions

D. forestall the buying of America

E. return to the gold standard

Difficulty: Moderate

Type: Knowledge

40. (p. 33) The system of accounts that records a nation's international financial transactions is called its:

A. trade balance.

B. national accounts system.

C. EX-IM (exports-imports) account.

D. balance of payments.

E. exchange rate.

Difficulty: Moderate

Type: Knowledge

41. (p. 33) A nation's balance-of-payments statement records all financial transactions between:

A. its member states and its primary trading partners.

B. its residents and those of the rest of the world during a given period of time.

C. its suppliers and receivers.

D. profit and nonprofit organizations over a five-year period of time.

E. its top 100 companies and the global top 100 companies.

Difficulty: Moderate

Type: Comprehension

42. (p. 34) A balance-of-payments statement includes three accounts. Two of those accounts are the current account and the capital account. What is the third account found on the

balance-of-payments statement?

A. investment account

B. receivables account

C. services account

D. credit account

E. reserves account

Difficulty: Hard

Type: Comprehension

43. (p. 34) Which of the following would be the balance-of-payments account that is a record of all merchandise exports, imports, and services plus unilateral transfers of funds?

A. current account

B. capital account

C. credit account

D. receivables account

E. reserves account

Difficulty: Hard

Type: Comprehension

44. (p. 35) The marketing manager for Healthy Horse Products wants to export to Australia but learns the labeling requirements are quite difficult to comply with limiting imports. This is a type of:

A. blockage.

B. protectionism.

C. trade refusal.

D. stonewalling.

E. boycotting.

Difficulty: Moderate

Type: Comprehension

45. (p. 35) Which of the following has been effective in reducing tariffs but not in preventing protectionism?

A. GATT

B. the United Nations

C. the International Monetary Fund

D. the World Court

E. None of the above

Difficulty: Moderate

Type: Comprehension

46. (p. 35-36) All of the following would be considered to be reasons for adopting an attitude of protectionism with respect to world trade EXCEPT:

A. to protect religious beliefs.

B. protection of an infant industry.

C. protection of a home market.

D. the need to keep money at home.

E. to encourage capital accumulation.

Difficulty: Hard

Type: Comprehension

47. (p. 35) Randall Smithe-Jones believes that protectionism is the only way to save the United Kingdom from outside competitors. He has seen small business after small business go bankrupt because cheaper foreign goods have been more popular. The UK has just started a cell-phone manufacturing industry and Smithe-Jones' company is one of the first to try their hand at cell-phone manufacturing. Which of the following would probably be the argument that Smithe-Jones would use to persuade his government representatives that protectionism is still needed in the U.K.?

A. Protection of an infant industry

B. The need to keep money at home

C. Conservation of natural resources

D. National defense

E. The industrialization of a low-wage nation

Difficulty: Moderate

Type: Application

48. (p. 36, Crossing Borders 2.1) Section 301 of the Omnibus Trade and Competitiveness Act authorizes the U.S. government to _____________ and ___________ against specific foreign trade barriers judged to be unfair.

A. suppress, attack

B. educate, substantiate

C. investigate, retaliate

D. market, dominate

E. litigate, retaliate

Difficulty: Hard

Type: Comprehension

49. (p. 37) A(n) ________ is simply a tax imposed by a government on goods entering at its borders.

A. quota

B. trade penalty

C. tariff

D. boycott

E. embargo

Difficulty: Easy

Type: Knowledge

50. (p. 37) __________ generally do all of the following: increase inflationary pressures and special interests' privileges; decrease balance-of-payments positions; and, restrict competition.

A. Tariffs

B. Voluntary export restraints

C. Orderly market agreements

D. Monetary barriers

E. Quotas

Difficulty: Moderate

Type: Application

51. (p. 37) In general, __________ are arbitrary, discriminatory, and require constant administration and supervision.

A. tariffs

B. standards

C. quotas

D. boycotts

E. embargoes

Difficulty: Hard

Type: Comprehension

52. (p. 38) A specific unit or dollar limit applied to a particular type of good is called a(n):

A. tariff.

B. quota.

C. standard.

D. embargo.

E. boycott.

Difficulty: Easy

Type: Knowledge

53. (p. 37, Exhibit 2.6) All of the following would be considered to be nontariff barriers that could be erected to restrict trade EXCEPT:

A. quotas.

B. taxes

C. packaging requirements

D. border taxes.

E. embargoes.

Difficulty: Moderate

Type: Comprehension

54. (p. 37, Exhibit 2.6) Which of the following types of nontariff barriers would be considered to be "specific limitations on trade" by international marketers?

A. Fees

B. Export subsidies

C. Voluntary export restraints

D. Embargoes

E. Packaging, labeling, or marking standards

Difficulty: Hard

Type: Comprehension

55. (p. 37, Exhibit 2.6) Cybil Chan has been asked by her company to review a series of published nontariff barriers that is used by the Hong Kong Port Authority to control customs and administrative entry procedures. Which of the following nontariff barriers should Ms. Chan look for under the category called customs and administrative entry procedures?

A. Orderly marketing agreements

B. Voluntary export restraints

C. Countervailing duties

D. Export subsidies

E. Documentation requirements

Difficulty: Moderate

Type: Application

56. (p. 38-39) Exporting countries sometimes agree to voluntary export restraints (VER) as an alternative to the threat of:

A. expulsion.

B. disorderly marketing agreements.

C. stiffer quotas and tariffs.

D. export subsidies

E. standardization disparities

Difficulty: Moderate

Type: Application

57. (p. 38-39) An agreement between the importing country and the exporting country for a restriction on the volume of exports is called a(n):

A. tariff.

B. standards option.

C. voluntary export option (VER).

D. fee.

E. documentation requirement.

Difficulty: Easy

Type: Knowledge

58. (p. 39) When the United States refuses to sell goods to Iran because of the perception that the country harbors radicals and terrorists, the refusal is called a(n):

A. boycott.

B. embargo.

C. tariff.

D. orderly market agreement.

E. blocked currency.

Difficulty: Moderate

Type: Application

59. (p. 39) ____________ is accomplished by refusing to allow importers to exchange its national currency for the seller's currency.

A. Boycotted money

B. Embargoed capital

C. Blocked currency

D. Anti-banking

E. Cartel dissolution

Difficulty: Hard

Type: Knowledge

60. (p. 39) The practice of ______________ is a particularly ingenious method of controlling imports as it encourages the importation of goods the government deems desirable and discourages importation of goods the government does not want.

A. a differential exchange rate

B. blocked currency

C. boycott

D. embargo

E. import price limit

Difficulty: Moderate

Type: Comprehension

61. (p. 40) The function of an exchange permit is to:

A. regulate the supply of money.

B. cut-off all exchange.

C. require that importers gain permission to exchange an amount of local currency for foreign currency.

D. protect monopolies.

E. limit pornographic or harmful merchandise from the domestic market.

Difficulty: Moderate

Type: Comprehension

62. (p. 40) Tall Pine Plywood Company has just received notice that a shipment of plywood (2 metric tons) has been rejected by Japanese customs because the knotholes commonly found on a plywood sheet are too large. This would be an illustration of which of the following nontariff barriers to trade?

A. quota

B. predatory pricing

C. embargo

D. boycott

E. standards

Difficulty: Easy

Type: Application

63. (p. 40-41) According to the information provided in the text, a new nontariff barrier that was designed to prevent foreign producers from using predatory pricing is called:

A. quotas.

B. fees.

C. standards.

D. antidumping laws.

E. licenses.

Difficulty: Moderate

Type: Comprehension

64. (p. 40) _____________ is the practice whereby a foreign producer intentionally sells their products in the United States for less than the cost of production to undermine the competition and take control of the market.

A. Basing point pricing

B. Offensive pricing

C. Defensive pricing

D. Counterpoint pricing

E. Predatory pricing

Difficulty: Moderate

Type: Knowledge

65. (p. 41) Which of the following trading partners has become the number one "trade problem" for the United States at the beginning of the 21st century?

A. the United Kingdom

B. Japan

C. Germany

D. Canada

E. China

Difficulty: Hard

Type: Knowledge

66. (p. 41) Which of the following acts was designed to deal with trade deficits, protectionism, and the overall fairness of our trading partners?

A. the World Trade Organization Act

B. the Omnibus Trade an Competitiveness Act of 1988

C. the League of Nations Act of 1920

D. the Hawley-Smoot Tariff Act of 1930

E. the International Monetary Fund Act

Difficulty: Moderate

Type: Comprehension

67. (p. 47) Protesters have often disagreed with the work of the WTO. Where did the first great protest against globalization and WTO policies and plans occur?

A. Uruguay

B. Chile

C. Paris

D. Seattle

E. Berlin

Difficulty: Moderate

Type: Comprehension

68. (p. 47) All of the following activities or organizations are designed to support the growth of international trade EXCEPT:

A. the General Agreement on Tariffs and Trade (GATT).

B. the World Trade Organization (WTO).

C. the International Trade Administration (ITA).

D. the World Bank Group

E. the International Money Fund (IMF).

Difficulty: Moderate

Type: Comprehension

69. (p. 42) Shortly after World War II, the United States and 22 other nations signed

_________________ to pave the way for the first effective worldwide tariff agreement.

A. the General Agreement on Tariffs and Trade (GATT)

B. the Trade Related Investment Measures (TRIM)

C. the World Trade Organization (WTO) agreement

D. the International Monetary Fund (IMF) agreement

E. the World Bank act

Difficulty: Moderate

Type: Comprehension

70. (p. 42) One of the basic elements of the General Agreement on Tariffs and Trade (GATT) is that:

A. no nation shall unfairly create tariffs against another.

B. all tariffs shall be abolished among member nations by 2010.

C. the World Court shall review all claims and make final judgments.

D. trade shall be conducted on a nondiscriminatory basis.

E. the United Nations Trade Agency (UNTA) shall serve as watchdog.

Difficulty: Moderate

Type: Comprehension

71. (p. 43) The Uruguay Round of the WTO achieved many significant breakthroughs in trade. One of the most significant was of particular interest to those in the technology field. Which of the following was considered to be a significant breakthrough of the Uruguay Round?

A. Trade-Related Aspects of Intellectual Property Rights (TRIPs)

B. Trade-Related Investment Measures (TRIMs)

C. Trade-Related Accounting Procedures (TRAPs)

D. Trade-Related Operational Methods (TROMs)

E. Trade-Related Information Technologies (TRITs)

Difficulty: Hard

Type: Comprehension

Company-Starbucks-Marketing-Report-星巴克市场营销分析英文版

Company Starbucks Marketing Report Produced by Names 1.Student Number:9 Name : Grace 2.Student Number:1 Name : Ann 3.Student Number:2 Name : Tom 4.Student Number:8 Name : Serena 5.Student Number:16 Name : Anna Report date : 2014/12/10

Group :Grace Date: December 10, 2014 Executive summary The purpose of this report was to identify a suitable for Startbucks to introduce into a target market. As part of this process a strategic analysis was conducted to the environment. Strategies that mitigated threats and weakness and ones that took of these strategies a suitable new product was then developed. The booming of Chinese economy nourishes a broad coffee consumption market. Against this macroeconomic background, Starbucks puts the Chinese market into the first place of its overseas market except American market. Starbucks has made great business achievement in Chinese market, while it is also challenged by the devaluation of Startbucks’ brand and the downgrade of its core competitiveness. based on the background, product and environment analysis and strategy making ,analyses on many related literatures, this paper researched on the Startbucks’marketing strategies, analyses Startbucks’operating environment both internally and externally and summarizes the marketing strategies of Starbucks in china. The report was based on information from a range of data sources, including Star bucks’ websites and the magazines about this company

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市场营销学试题及其答案 Last revision date: 13 December 2020.

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《市场营销学I》题库及答案

《市场营销学I》题库及答案 一、单项选择题（每题1分，共10分） 1、人的需求是无限的，但是有限的（）限制了人们的大部分欲求。 A．场所B．商品交换关系C．人口D．购买力 2、市场营销的核心是（）。 A．生产B．分配C．交换D．促销 3、下列定价方法中允许将价格订在成本以下的是（）。 A．成本加成定价法B．目标收益订价法 C．边际贡献订价法D．声望订价法 4、林业企业在市场营销活动中，不仅要考虑顾客利益和自身利益，而且要考虑整个社会的利益这是（）的要求。 A．生产观念B．推销观念C．社会市场营销观念 D．市场营销观念 E.生态学市场营销观念 F.社会营销观念 5、一个林产品产品从进入市场到退出市场的全过程是（）。 A．家庭寿命周期B．产品市场寿命周期 C．产品自然寿命周期D．产品技术寿命周期 6、假如企业要建一批发市场，这时采用市场细分的（）。 A．单一因素法B．综合因素法 C．系列因素法D．“产品——市场方格图”法 7、企业市场定位是把企业产品在（）确定一个恰当的地位。 A．市场的地理位置上B．产品质量上 C．顾客心目中D．产品价格上 8、生产者通过两个或两个以上的同类中间商来销售自己的产品的渠道是（）。 A．短渠道 B. 长渠道C．宽渠道D．窄渠道 9、下列（）的需求价格弹性最小。 A．手表B．食盐C．化妆品D．时装 10、消费者的购买行为过程的起点和终点是（）。 A．一手钱一手货，交换结束，购买行为就结束 B．从顾客向售货员询问到交易完双方道别 C．从走进商店到交易完走出商店 D．从需求产生到对所买商品的最终评价

11、企业的市场营销组合策略是指对（）的综合运用。 A.广告、人员推销、公共关系以及营业推广策略 B.产品、定价、分销以及促销策略 C.产品组合宽度、长度、深度和关联度 D.市场探查、分割、优先以及定位策略 12、产品市场细分的依据是（） A. 产品类别的差异 B. 消费者需求与购买行为的差异性 C. 市场规模的差异性 D. 竞争者营销能力的差异性 13、市场营销观念是企业市场营销活动的指导思想，而它的实质是（）。这个实质随着企业营销的难度在不断变化其表现。 A.以最少的劳动耗费取得最佳的经济效益 B.为了达到目标而不择任何手段 C.尽可能少的让渡自己的商品和尽可能多的占有别人的商品 D.顾客就是皇帝 14、企业市场营销观念的根本变革发生在（）时期。 A.生产观念向推销观念转变 B.推销观念向市场营销观念转变 C.市场营销观念向生态学市场营销观念转变 D.生态学市场营销观念向社会市场营销观念转变 15、在“潜在需求”状态下，林业企业营销管理的任务及营销方式应该是（）。 A.解释需求和转换行营销 B.产生需求和刺激性营销 C.发现需求和发展性营销 D.再生需求和再营销 16、林产品促销的实质是（） A. 扩大销售 B.占领市场 C. 信息沟通 D.参与竞争 17、消费者的购买行为过程的起点和终点是（）。 A.一手钱一手货，交换结束，购买行为就结束 B.从顾客向售货员询问到交易完双方道别 C.从顾客走进商店到交易完走出商店 D.从需求产生到对所买商品的最终评价 18、（）是被企业选定做为市场营销对象的细分市场。 A.市场细分 B.细分市场 C.目标市场 D.终端市场 19、林产品定位是把产品在（）中确定一个位置。 A.等级档次 B.顾客的心目 C.各种机构的评优 D.商场的货架柜台