英文市场营销B卷.doc

鄂州职业大学 2008~2009学年度第二学期期末考试试卷（卷） 系别： 外语系 课程名称： 国际市场营销 一、Filling the Blank（1 ×20＝20） 1. ------- is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. — Philip Kotler 2. A company’s marketing environment consists of a microenvironment and a macroenvironment. The microenvironment consists of-----------、-------------、 ----------.-----------、-------------.The macroenvironment consists of -----------、-------------、 ----------、-------------. 3. Marketing Mix refers to the company’s marketing policy that are combined to achieve its objectives. The four elements, sometimes called the “4Ps” are: -----------、-------------、 ----------、-------------. 4. Marketing positioning: a company can differentiate its offer from those of competitors along the lines of differentiation through ----------、-------------、 ----------、or -------------. 5.Marketing communications includes advertising、-----------、-------------、 ----------. Ⅱ、Individual choice: （2 ×10＝20） The product can be defined as industrial goods and Consumer goods in terms of its final use. Which of the following belongs to industrial supplies goods？（ ） toys crude oil clothing furniture Pricing strategy means finding out how much the consumer will pay for the product. Which one of the following is discounts ? ( ) total costs added the required profit in the busy season, charge a higher price different price in different countries in the slack season, charge a lower price Cullture is the most basic cause of a person ‘s wants and behavior. There are many mistakes in the world market cause of culture. In Islam world, which of the following gifts they don’t like? ( ) A, prayer carpet B. Arabian pure woolen hat C .pork and pigskin D. muslim goods There are two famous watch brands in the world. One is Swatch, the ot