《国际市场营销》试卷（2 卷）

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1、《国际市场营销》试卷（2卷）课程《国际市场营销》授课教师考试时间考试班级姓名学号题号一二三四五六七八九十总分得分请将答案写在答题纸上，在本试卷上做答无效。一、选择题（每空1分，共20分）1._______istheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalgoal

2、s.A)ExchangeB)MarketingC)SellingD)Organizationalfocus2.Themarketingmanagementphilosophyinwhichthefirm’sfocusisonitsowninternalcapabilitiesratherthanonthedesiresofthemarketplaceiscalledaA)ProductionorientationB)SalesorientationC)MarketorientationD)Societalorientation3

3、.AsalesorientationA)HelpsfirmstounderstandtheneedsandwantsofthemarketplaceB)Focusesoncustomerwantsandneedssotheorganizationcandistinguishitsproductsfromcompetitors’offeringsC)IsbasedontheideathatpeoplewillbuymoregoodsandservicesifaggressivesalestechniquesareusedD)Pro

4、vesthatcompaniescanconvincepeopletobuygoodsandservicesthattheyneitherwantnorneed4.Amanagerstatestothefirm’sshareholders:“Weareinthebusinessofmaximizingperceivedvalueforourcustomers.”Whatmarketingmanagementphilosophyisthisfirmpracticing?A)AproductionorientationB)Asale

5、sorientationC)AmarketorientationD)Asocietalorientation5.Whichofthefollowingmarketingmanagementphilosophiesisdescribedbyphrasessuchas“interfunctionalcoordination,”“deliveryofsuperiorvalue,”and“competitorintelligence”?a.Aproductionorientationb.Asalesorientationc.Amarke

6、torientationd.Asocietalorientation6.CustomervalueisA)TheratioofbenefitstothesacrificeneededtoobtainthosebenefitsB)TheoutcomeofmosttransactionsforfirmsusingasalesorientationC)ThenumberofitemssoldthatareofhighqualityandhighcostD)Theoutcomeofmosttransactionsforfirmsusin

7、gaproductionorientation7.Thekeyissuesfacingamanagerwhosefirmispracticinga_______arecreatingcustomervalue,maintainingcustomersatisfaction,andbuildinglong-termrelationships.A)ProductionorientationB)SalesorientationC)SimpletradeorientationD)Marketorientation8.Manymarket

8、-orientedfirmsaregivingemployeesmoreauthoritytosolvecus-tomerproblemsonthespot.ThisapproachiscalledA)Employee-relatedmarketingB)Del