國(guó)際營(yíng)銷(xiāo)期末考試判斷題目范圍

1、1. Market offerings can include products, services, information, or experiences offered to a market to satisfy a need or want. 市場(chǎng)供應(yīng)可以包括一些提供給市場(chǎng)以滿(mǎn)足供需要求的產(chǎn)品、服務(wù)、信息和經(jīng)驗(yàn)。2. When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia. 當(dāng) 賣(mài)家們把重點(diǎn)放在現(xiàn)有需求而忽略了

2、潛在客戶(hù)的需求,那么他們有營(yíng)銷(xiāo)近視癥。 3. The selling concept holds that consumers will not buy enough of the firm's products unless it undertakes a large-scale selling and promotion effort. 推銷(xiāo)觀(guān)念認(rèn)為,消費(fèi)者不會(huì)購(gòu)買(mǎi)足夠的公司的產(chǎn)品,除非它進(jìn)行一個(gè)大規(guī)模的銷(xiāo)售和促銷(xiāo)。4. The societal marketing concept calls on marketers to balance consumer wants and d

3、esires, company profits, and society's interest. 社會(huì)營(yíng)銷(xiāo)理念呼吁營(yíng)銷(xiāo)者平衡消費(fèi)者的需求和愿望,公司利潤(rùn)和社會(huì)的利益。5. Product, price, place, and promotion make up the elements of a firm's marketing mix. 產(chǎn)品、價(jià)格、地點(diǎn)、促銷(xiāo)組成一個(gè)公司的市場(chǎng)營(yíng)銷(xiāo)組合的元素.6. It is cheaper for a company to acquire new customers than to maintain relationships with c

4、urrent customers.一個(gè)公司想獲得新客戶(hù)比保持與現(xiàn)有客戶(hù)的關(guān)系更容易。7. "At Nike, we sell shoes" is a market-oriented business definition. “在耐克公司,我們賣(mài)鞋”是一個(gè)以市場(chǎng)為導(dǎo)向的業(yè)務(wù)定義。8. In the BCG matrix, "dogs" by definition are businesses and products that do not generate enough cash to maintain themselves. 在BCG矩陣,“狗”的定義

5、是企業(yè)和產(chǎn)品不產(chǎn)生足夠的現(xiàn)金來(lái)維持自己。 9. The four marketing management functions are analysis, planning, implementation, and control.這四個(gè)營(yíng)銷(xiāo)管理功能分析、規(guī)劃、實(shí)施和控制。10. In SWOT analysis, strengths and weaknesses refer to a firm's internal environment, while opportunities and threats refer to the external environment. 在運(yùn)用SW

6、OT分析的優(yōu)點(diǎn)和缺點(diǎn)是指企業(yè)的內(nèi)部環(huán)境,而機(jī)會(huì)和威脅指外部環(huán)境。11. The microenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces. 微環(huán)境包括大型社會(huì)力量,影響到公司,如人口、經(jīng)濟(jì)、政治和文化力量。12. The demographic environment is of major interest to marketers because it involves peo

7、ple, and people make up markets. 人口環(huán)境是關(guān)心的重要營(yíng)銷(xiāo)人員,因?yàn)檫@涉及到人,而這些人造就了市場(chǎng)13. Marketing research is the systematic design, collection, analysis, and reporting of data directly relevant to a specific marketing situation facing an organization. 營(yíng)銷(xiāo)研究系統(tǒng)的設(shè)計(jì)、收集、分析和報(bào)告數(shù)據(jù)的直接關(guān)系到一個(gè)特定的市場(chǎng)營(yíng)銷(xiāo)形勢(shì)下面臨的一個(gè)組織。14. Questionnaires a

8、re the most common research instrument. 問(wèn)卷調(diào)查是最常見(jiàn)的研究工具。15. Subcultures are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. 社會(huì)亞文化的相對(duì)持久和命令部門(mén)的成員分享相似的價(jià)值觀(guān)、興趣和行為。16. A person's buying choices are influenced by four major psychologic

9、al factors: motivation, perception, learning, and beliefs and attitudes.一個(gè)人的購(gòu)買(mǎi)選擇是由四個(gè)主要的心理因素的影響:動(dòng)機(jī)、認(rèn)知、學(xué)習(xí)、信仰和態(tài)度。 17. Maslow's theory is that human needs-including physiological, safety, social needs, esteem, and self-actualization needs-are arranged in a hierarchy and that an unsatisfied need moti

10、vates an individual to take action to satisfy it. 馬斯洛的理論是:人類(lèi)的需求包括生理、安全、社會(huì)需求、自尊和自我實(shí)現(xiàn)的需要是有層次性的,一個(gè)不滿(mǎn)需要促使個(gè)體采取行動(dòng)來(lái)滿(mǎn)足。18. A business marketer normally deals with far fewer buyers than the consumer marketer does. 一個(gè)企業(yè)營(yíng)銷(xiāo)人員通常交易與少得多的買(mǎi)家比消費(fèi)者營(yíng)銷(xiāo)人員確實(shí)。19. Your company wants to move away from mass marketing and engag

11、e in customer-driven marketing. The four steps to take, in order, are market segmentation, marketing positioning, differentiation, and targeting. 你的公司想要遠(yuǎn)離大眾營(yíng)銷(xiāo)和從事面向消費(fèi)者的市場(chǎng)。就按照這四個(gè)步驟去走,在需求,市場(chǎng)的分割、市場(chǎng)定位、分化 和目標(biāo)。20. Your assignment at work is to divide buyers into different groups based on lifestyle, and per

12、sonality characteristics. After a planning session with the marketing and sales staff, you issue a memo to upper management recommending psychographic segmentation. You are right on target. 你的工作任務(wù)是把買(mǎi)家基于生活方式和性格特點(diǎn)分成不同的組。在與市場(chǎng)部和銷(xiāo)售部的員工計(jì)劃會(huì)議后,你的任務(wù)是備分中向高層管理人員推薦的心理細(xì)分。你負(fù)責(zé)這個(gè)目標(biāo)。21. In evaluating different marke

13、t segments, a firm must look at three factors: segment size and growth, segment structural attractiveness, and company objectives and resources.在評(píng)估不同的細(xì)分市場(chǎng),企業(yè)必須看三個(gè)因素:段規(guī)模和增長(zhǎng),部分結(jié)構(gòu)性吸引力,和公司目標(biāo)和資源。 22. Because Cruise Ships International currently has limited financial and personnel resources, it should avo

14、id concentrated or niche marketing until resources are again substantial.因?yàn)檫\(yùn)輸目前國(guó)際金融和人員資源有限,應(yīng)該避免集中或利基營(yíng)銷(xiāo)資源是實(shí)質(zhì)性的。直到再次 23. Niche marketing offers smaller companies an opportunity to compete by focusing their limited resources on serving niches that may be unimportant to or overlooked by larger companies

15、. 利基營(yíng)銷(xiāo)提供規(guī)模較小的公司競(jìng)爭(zhēng)的一個(gè)機(jī)會(huì)有限的資源集中在服務(wù)上可能不重要或被忽視的大公司。24. A service is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. 一個(gè)服務(wù)是任何可以提供給市場(chǎng)的注意,采集、使用或消費(fèi),可以滿(mǎn)足一個(gè)想要或需要。25. Unsought products are products that the customer buys frequently, imm

16、ediately, and with a minimum of comparison and buying effort. 愛(ài)情產(chǎn)品是產(chǎn)品的客戶(hù)購(gòu)買(mǎi)頻繁,立即,以最小的比較和購(gòu)買(mǎi)的努力。26. Branding can add consumer value to a product. 品牌可以添加用戶(hù)價(jià)值產(chǎn)品。27. Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided. 服

17、務(wù)不可分割性意味著服務(wù)的質(zhì)量取決于誰(shuí)為他們提供,以及什么時(shí)候,在哪里,以及他們是如何提供。28. Successful service companies focus their attention on both their customers and their employees. 成功的服務(wù)公司將注意力集中在他們的客戶(hù)和他們的員工。29. Co-branding is a form of product sponsorship that consists of activities, benefits, or satisfactions offered for sale that ar

18、e essentially intangible and do not result in the ownership of anything. 聯(lián)合品牌是一種產(chǎn)品贊助,包括的活動(dòng),福利,或滿(mǎn)足的待售,本質(zhì)上是無(wú)形的,不會(huì)導(dǎo)致任何的所有權(quán)。30. A firm can obtain new products in two ways: acquisition or new-product development. 一個(gè)公司可以獲得新產(chǎn)品在兩個(gè)方面:收購(gòu)或新產(chǎn)品開(kāi)發(fā)。31. During the introduction stage, a company that acts as a market

19、 pioneer should execute a launch strategy that is part of a marketing plan for the product's entire life cycle. 在引進(jìn)階段,一個(gè)公司作為市場(chǎng)先驅(qū)應(yīng)該執(zhí)行啟動(dòng)策略,是一個(gè)營(yíng)銷(xiāo)計(jì)劃的一部分,對(duì)產(chǎn)品的整個(gè)生命周期。32. Prices have a direct impact on a company's bottom line. 價(jià)格會(huì)直接影響到公司的底線(xiàn)。33. Demand and consumer value perceptions set the floor fo

20、r prices. 需求和消費(fèi)者的價(jià)值觀(guān)念設(shè)置地板價(jià)格。34. Value-based pricing is the reverse of cost-based pricing. 以?xún)r(jià)值為基礎(chǔ)的定價(jià)是反向的基于成本的定價(jià)。35. Market-skimming pricing is practiced by companies that set a low initial price in order to get their "foot in the door" quickly and deeply, attract a large number of buyers qu

21、ickly, and win a large market share. Market-skimming定價(jià)過(guò)低的初始設(shè)置一個(gè)公司,價(jià)格以使“腳踏實(shí)地”迅速、深層,吸引大量買(mǎi)家很快,贏(yíng)得一個(gè)大的市場(chǎng)份額。36. Members of the marketing channel may help a company complete transactions by performing key functions such as promotion and negotiation. 營(yíng)銷(xiāo)渠道成員可以幫助公司完成交易通過(guò)執(zhí)行關(guān)鍵功能,如促銷(xiāo)和談判。37. In a conventional dis

22、tribution channel, no channel member has much control over the other members, and no formal means exists for assigning roles and resolving channel conflict.在一個(gè)傳統(tǒng)的分銷(xiāo)渠道,沒(méi)有渠道成員已掌控的其他成員,沒(méi)有正式意味著存在分配角色和解決渠道沖突。38. A company's marketing communications mix is also called its promotion mix. 一個(gè)公司的營(yíng)銷(xiāo)傳播混合也被稱(chēng)

23、為其推廣組合。39. A company's Web site can be an important public relations vehicle. 一個(gè)公司的Web站點(diǎn)可以是一個(gè)重要的公共關(guān)系車(chē)輛。40. The fixed costs for manufacturing pencils are $7,000. A pencil is sold at craft fairs for $2.25. Variable costs to produce 100 pencils are $100. The break-even point in units 5,600 pencils.

24、固定成本對(duì)制造業(yè)的鉛筆是7000美元。一支鉛筆的售價(jià)為2.25美元的工藝博覽會(huì)?？勺兂杀旧a(chǎn)100支鉛筆是100美元。收支平衡點(diǎn)在單位5600支鉛筆。41. The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. 這個(gè)雙重目標(biāo)的市場(chǎng)營(yíng)銷(xiāo)都是為了吸引新顧客承諾更好的價(jià)值,保持和成長(zhǎng)現(xiàn)有顧客提供滿(mǎn)意。42. Two important question

25、s underlying marketing strategy are "Who is our target market?" and "What's our value proposition?" 兩個(gè)重要問(wèn)題潛在的營(yíng)銷(xiāo)策略是“誰(shuí)是我們的目標(biāo)市場(chǎng)?”和“我們的價(jià)值取向是什么?”43. The production concept and product concept are orientations that can lead to marketing myopia. 生產(chǎn)的概念和產(chǎn)品概念取向,會(huì)導(dǎo)致?tīng)I(yíng)銷(xiāo)近視癥。44. Delivering

26、superior customer value and customer satisfaction are the two keys to building lasting customer relationships. 提供高級(jí)的顧客價(jià)值和顧客滿(mǎn)意是兩個(gè)關(guān)鍵客戶(hù)建立持久的關(guān)系。45. At America Online, "we create customer connectivity, anytime, anywhere," is a product-oriented mission.在美國(guó)在線(xiàn),“我們創(chuàng)造客戶(hù)連接,隨時(shí)隨地,”是一個(gè)以產(chǎn)品為導(dǎo)向的任務(wù)。46. The

27、growth strategy of diversification involves offering modified or new products to current markets. 增長(zhǎng)的多元化戰(zhàn)略包括提供修改或當(dāng)前市場(chǎng)的新產(chǎn)品。47. The image of a product in the minds of consumers is called market segmentation. 一個(gè)產(chǎn)品的形象在消費(fèi)者心中,叫做市場(chǎng)細(xì)分。48. Guided by marketing strategy, the company designs a marketing mix mad

28、e up of factors under its control: product, price, place, and promotion. 營(yíng)銷(xiāo)策略指導(dǎo)下,該公司設(shè)計(jì)一個(gè)營(yíng)銷(xiāo)組合由其控制下的因素:產(chǎn)品、價(jià)格、地點(diǎn)、促銷(xiāo)。49. In the four Ps of the marketing mix, promotion refers solely to advertising.在四個(gè)p的營(yíng)銷(xiāo)組合、促銷(xiāo)指的僅僅是為了廣告。 50. Marketers, more than any other group in the company, must be aware of the microe

29、nvironment and macroenvironment, tracking trends and seeking opportunities. 營(yíng)銷(xiāo)人員,比任何其他集團(tuán)公司,必須注意到這個(gè)微環(huán)境和宏觀(guān)環(huán)境,跟蹤趨勢(shì)和尋求機(jī)會(huì)。51. The macroenvironment consists of the factors close to the company that affect its ability to service its customers, such as suppliers, customer markets, competitors, and publics.

30、宏觀(guān)環(huán)境由與該公司關(guān)系密切的因素的影響,其客戶(hù)服務(wù)的能力,如供應(yīng)商、客戶(hù)市場(chǎng)、競(jìng)爭(zhēng)對(duì)手、和公眾。52. In the cultural environment, core values and beliefs and secondary values and beliefs differ in that core values and beliefs are more open to change. 在文化環(huán)境、核心價(jià)值觀(guān)和信仰和次要的價(jià)值觀(guān)和信仰的不同之處在于,核心價(jià)值觀(guān)和信仰更開(kāi)放的轉(zhuǎn)變。53. Marketing research is the systematic design, co

31、llection, analysis, and reporting of data directly relevant to a specific marketing situation facing an organization. 營(yíng)銷(xiāo)研究系統(tǒng)的設(shè)計(jì)、收集、分析和報(bào)告數(shù)據(jù)的直接關(guān)系到一個(gè)特定的市場(chǎng)營(yíng)銷(xiāo)形勢(shì)下面臨的一個(gè)組織。54. Questionnaires are the most common research instrument. 問(wèn)卷調(diào)查是最常見(jiàn)的研究工具。55. Younger consumers are better off financially than mature c

32、onsumers. They are the ideal market for travel, restaurants, high-tech home entertainment products, and leisure goods and services. 年輕的消費(fèi)者更寬裕比成熟的消費(fèi)者。他們是理想的旅游市場(chǎng)、餐館、高科技的家庭娛樂(lè)產(chǎn)品,和休閑商品和服務(wù)。56. Children exert little influence on family buying decisions, particularly in areas such as entertainment and food.

33、 孩子對(duì)家庭購(gòu)買(mǎi)決策影響不明顯,特別是在娛樂(lè)和食物等領(lǐng)域。57. Maslow's theory is that human needs-including physiological, safety, social needs, esteem, and self-actualization needs-are arranged in a hierarchy and that an unsatisfied need motivates an individual to take action to satisfy it. 馬斯洛的理論是:人類(lèi)的需求包括生理、安全、社會(huì)需求、自尊和自我實(shí)

34、現(xiàn)的需要是有層次性的,一個(gè)不滿(mǎn)需要促使個(gè)體采取行動(dòng)來(lái)滿(mǎn)足。58. Early adopters are opinion leaders in their communities and adopt new ideas early but carefully. 早期用戶(hù)是意見(jiàn)領(lǐng)袖在他們的社區(qū)和采用新的想法早,但是仔細(xì)59. The buying center is not a fixed or formally identified unit within an organization.購(gòu)買(mǎi)的中心不是一個(gè)固定的或正式確認(rèn)在一個(gè)組織單元。 60. Gender segmentation has

35、long been used in clothing, cosmetics, toiletries, and magazines. 性別細(xì)分一直被用于服裝、化妝品、化妝品、和雜志。61. For market segments to be useful they must be measurable, accessible, substantial, differentiable, and actionable.市場(chǎng)細(xì)分是有用的,他們必須是可測(cè)量的,可訪(fǎng)問(wèn)、實(shí)質(zhì)、可微的、可執(zhí)行的。62. At a recent marketing seminar, the featured speaker s

36、tated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. This is a correct definition.在最近的一次市場(chǎng)營(yíng)銷(xiāo)研討會(huì),主要發(fā)言人表示,一個(gè)目標(biāo)市場(chǎng)由一組具有共同的買(mǎi)家需求或特性,公司決定服務(wù)。這是一個(gè)正確的定義。63. A product's position is the way the product is defined by the retailer

37、s who sell it to target markets. It is how it is defined on important attributesthe place the product occupies in the retailers' minds relative to competing products. 一個(gè)產(chǎn)品的位置是產(chǎn)品的定義是由零售商誰(shuí)賣(mài)給目標(biāo)市場(chǎng)。這是定義在重要的球員把產(chǎn)品占據(jù)在零售商的思想相對(duì)于競(jìng)爭(zhēng)對(duì)手的產(chǎn)品。64. Shopping products are less frequently purchased consumer products

38、and services that customers compare carefully on suitability, quality, price, and style. 購(gòu)物次數(shù)少,購(gòu)買(mǎi)產(chǎn)品的消費(fèi)者的產(chǎn)品和服務(wù),客戶(hù)仔細(xì)比較適用性、質(zhì)量、價(jià)格、和風(fēng)格。65. An example of service variability is that within a given Marriott hotel, one registration-desk employee may be cheerful and efficient, whereas another may be unpleasa

39、nt and slow. 服務(wù)的一個(gè)例子是,在一個(gè)給定的可變性萬(wàn)豪酒店,一個(gè)registration-desk員工可能愉悅和有效的,而另一個(gè)可能令人討厭和緩慢。66. Retailers and wholesalers who have created their own brandssuch as Wal-Mart's Sam's Choice beverages and food productsare participating in co-branding. 零售商和批發(fā)商創(chuàng)造了自己brands-such隨著沃爾瑪山姆的選擇飲料和食品代工廠(chǎng)參與聯(lián)合品牌。67. When

40、 a company introduces a new brand name in the same product category, it is called line extension. 當(dāng)一個(gè)公司引入了一個(gè)新的品牌名稱(chēng)相同的產(chǎn)品類(lèi)別,它被稱(chēng)為線(xiàn)擴(kuò)展。68. The maturity stage of the PLC is characterized by a slowdown in sales growth.成熟階段的PLC的特點(diǎn)是銷(xiāo)售增長(zhǎng)放緩。 69. Profits rise during the growth stage of the PLC because promotion

41、 costs are spread over a large volume and unit manufacturing costs fall. 在生長(zhǎng)階段利潤(rùn)上升的股價(jià)因?yàn)榇黉N(xiāo)成本分布在更大的體積和單位生產(chǎn)成本下降。70. Product costs set a floor to a product's price; consumer perceptions of the product's value set the ceiling. 產(chǎn)品成本集地板產(chǎn)品的價(jià)格,消費(fèi)者的認(rèn)知的產(chǎn)品價(jià)值設(shè)置上限。71. Value-based pricing is being used when costs vary directly with the level of product. 以?xún)r(jià)值為基礎(chǔ)的定價(jià)是使用成本變化直接與水平的產(chǎn)品。72. Overhead cost is another term for variable cost. 開(kāi)銷(xiāo)成本可變成本的另一個(gè)術(shù)語(yǔ)。73. Cost-based pricing relies on consumer percept