（本科）市場營銷專業(yè)英語AB卷期末考試題及答案3套

市場營銷專業(yè)英語AB卷期末考試題及答案2套

I.PutthefollowingfromChineseintoEnglishorviceversa.（每小題1分，共20分）

1.東道國2.灰色市場

3.全球公司4.套期保值

5.特許經(jīng)營6.戰(zhàn)略聯(lián)盟

7.關(guān)稅同盟8.本土化

9.價值鏈10.經(jīng)銷商

11.purchasingpowerparity12.FDI

13.non-tariffbarriers14.marketpenetration

15.customization16.globalsourcing

17.JointVenture18.strategicbusinessunits

19.spotexchangerate20.dumping

II.MakebriefexplanationsofthefollowingtermsinEnglish.（每小題3分，共15分）

1.licensing

2.directsellingchannel

3.transnationaltransferpricing

4.economicunion

5.OEM

ID.AnswerthefollowingquestionsinEnglish:（每小題5分，共20分）

1.Whataregraymarketproducts?Aretheylegal?Dograymarketersserveusefulmarketing

functions-forconsumersandmanufacturers?

2.Someretailers（e.g.,Sears）andmanufacturers（e.g.,GeneralMotors）placetheirtrademarkson

productsactuallymadebyforeignsuppliers.Discusstherationalefortheseactionsbythese

firms

3.Defineleverage,explainthedifferenttypesofleverageutilizedbycompanieswithglobal

operations.

4.Bymarketinginaforeigncountry,mustafirmautomaticallyutilizegeographicsegmentationor

othersegmentationbases?

IV.Minicases:（每小題10分,共20分）

1.Manyconsumersconsiderdirectmailasjunkmail,atermthatisoffensivetothedirect

marketingindustry.Whatisyourassessmentofthefutureofdirectmailoverseas?

2.BeforebecomingIBM'schairmanandchiefexecutiveofficer,LouisV.Gerstner,Jr.wasa

vice-chairmanofAmericanExpress.WhileatAmericanExpress,hestatedthat“thesplit

betweeninternationalanddomesticisveryartificial-andattimesdangerous.,,Doyouagreewith

thestatement?Offeryourrationale.

V.Openquestion（共25分）

SonyCorp.ofAmerica,inanefforttoincluderetailinginitsoperations,runsitsownlicensed

storesinJapanandEurope.IntheUnitedStates,SonyhasopenedSonyGalleryofConsumer

ElectronicsinChicago.Insidethestore,"boomboxes"andcamcordersaredisplayedon

pedestalsasiftheywereartobjects,andtheWalkmanisdisplayedontrendymannequins.The

galleryincludesalife-sizemock-upofanapartmentwithabuilt-inSonyhometheatersystem.

SomeretailersareconcernedthatSonymighttumouttobeboththeirsupplierandcompetitor.

HowshouldSonydealwiththisconcern?

參考答案：

I.PutthefollowingfromChineseintoEnglishorviceversa.（每小題1分，共20分）

1.hostcountry2greymarket

3.globalcompanyortransnationalcompany4.hedging

5.franchising6.strategicalliances

7.customunion8.localization

9.valuechainlO.distributor

11.購買力平價12.對外直接投資

13.非關(guān)稅壁壘14市場滲透

15.定制化16全球采購

17.合資企業(yè)18戰(zhàn)略業(yè)務(wù)單元

19.即期匯率20傾銷

II.MakebriefexplanationsofthefollowingtermsinEnglish.（每小題3分，共15分）

1.Underaninternationallicensingcontract,a1icensorgrantsaforeignlicensee

therightstousethelicensor,sintangibleassetsuchasitspatent,trademark,

orknow-how.（2分）Inexchange,thelicenseewillpayafeeorroyalty.（1分）

2.Directsellingisemployedwhenamanufacturerdevelopsanoverseaschannelso

thatitdealsdirectlywithaforeignpartywithoutgoingthroughanintermediary

inthehomecountry.（3分）

3.Transferpricingistosetapriceongoodsorservicestransferredbetween

subsidiariesordivisionsofthesameenterprise.（2分）Itisthepricingstrategy

ofaMNE.（1分）

4.Thefullevolutionofaneconomicunionwouldinvolvethecreationofaunified

centralbank,（1分）theuseofasinglecurrency,（1分）andcommonpolicieson

agriculture,socialservicesandwelfare,regionaldevelopment,transport,taxation,

competitionandmergers,constructionandbuilding,andsoon.（1分）

5.OEMisknownascontractmanufacturing.Itsfullnameisoriginalequipment

manufacturing.（1分）UnderanOEMagreement,theMNEprovidestheknow-howand

sometimesequipmenttoasupplierthatmustprovidetheproductaccordingtothe

standardsofauthorizedtechnology.（2分）

HI.AnswerthefollowingquestionsinEnglish:（每小題5分，共20分）

1.Graymarketproductsarethoseimportedbyanunauthorizedparty.Graymarketing

maybeillegalinthecasethattheprotectionisgrantedtoanindependentAmerican

trademarkowner.Ingeneral,however,itislegaltoimportandsellgraymarket

goods.Inspiteofallthecriticisms,graymarketersdoserveuseful

marketingfunctions.Formanufacturers,graymarketershelpdistributingsurplus

goodsandperformsomeoftheservicefunctions.Asamatteroffact,many

manufacturerstolerateorevenencouragethepracticeofgraymarketing.For

consumers,graymarketersprovideanalternative-essentiallythesameproductfor

alowerprice.Theypromotethefreeenterprisesystem.Thediscrepancyofprices

intwocountriesforthesameproductcausesgraymarketingtoexistwhich

inturnnarrowsthepricedifferential.Graymarketersthusbringaboutmore

uniformprices.

2.ThereareseveralreasonswhyMNEsplacetheirtrademarksonproductsmadeby

foreignfirms.First,theymaybeabletocreateauniqueproductbybundlingor

unbundlingproductattributes.Second,thestrategyguaranteesthatMNEscannot

bebypassedbytheirsuppliers.Third,theycanavoidfixedproductioncosts.

Finally,thestrategyoffersthesefirmsbrandloyalty,bargainingpower,andprice.

Foreignmanufacturersalsohavetheirownreasonsforagreeingtoplaceotherfirms，

brandsontheproducts.Onebenefitistheeaseingainingmarketentryanddealers，

acceptancewhichmayallowalargermarketshareoverallwhilecontributingtooffset

fixedcosts.Anotheradvantageisthattherearenopromotionalheadachesand

expenses.Finally,thestrategypreventsothercompetitorsfrommakingthissame

productforthesecustomers.

3.Leverageissometypeofadvantagethatacompanyenjoysbyvirtueofthefact

thatitconductsbusinessinmorethanonecountry.（1分）Experiencetransfers,scale

economies,resourceutilization,globalstrategy.Itcandrawonmanagement

practices,strategies,products,advertisingappeals,orsalesorpromotionalideas

thathavebeentestedinactualmarketsandapplytheminothercomparablemarkets.

（1分）Theglobalcompanycantakeadvantageofitsgreatermanufacturingvolumeto

obtaintraditionalscaleadvantageswithinasinglefactory.（1分）Amajorstrength

oftheglobalcompanyisitsabilitytoscantheentireworldtoidentifypeople,

money,andrawmaterialsthatwillenableittocompetemosteffectivelyinworld

market.（1分）Aglobalstrategyisbuiltonaninformationsystemthatscansthe

worldbusinessenvironmenttoidentifyopportunities,trends,threats,and

resources.（1分）

4.Itmustbestressedthattheintroductionofaproducttoaforeignmarketdoes

notmeanthatmarketsegmentation（geographicorotherwise）hasbeenautomatically

employed.Ifconsumersinanumberofcountrieshavethesamedesire,their

nationalityandgeographiclocationsareirrelevantanddonotrequirethese

countriestobetreatedasseparatemarketsorsegments.

IV.Minicases:（每小題10分,共20分）

1.Directmailislargelyundevelopedinmanycountries.Thisisespeciallytrue

whereilliteracyishighandwherelaborischeap,makingiteasytouseasalesperson

tomakesalescalls.Stilldespitethesmallvolume,theuseofdirectmailis

growingrapidlyinmanycountries.Itcanbeexpectedthatlistownersmaydevelop

moreconfidenceintherentalprocessoftheirlistsandthatgovernmentregulations

maypermitcompaniestohavemoreflexibilityincollectingpersonalinformation

anddevelopinglistsonamoresophisticatedbasis.Itisthusnotunreasonableto

expectgrowthintheuseandpopularityofdirectmail.

2.Thisofcourseisanindicationofethnocentricity.Citizensandcorporations

ofmanycountrieshoweverdonotseeanyneedtomakethissplit.Tothem,

internationalbusinessisanaturaloccurrence.Internationalmarketing

complementsdomesticmarketing,onebeingthenaturalextensionoftheother.As

such,smartmarketerslookatdomesticmarketingandinternationalmarketingas

beinghighlyinterrelated-bothofwhichtheymustencountereverydayinconducting

business.Itisthusdangeroustobelievethatthereisacertainpointwhich

domesticmarketingendsandinternationalmarketingstarts.

V.Openquestion（共15分）

Sony，seffortisagoodillustrationofthebenefitsandproblemsderivedfromhaving

multipleorparallelchannels.Ontheonehand,itemploysmiddlemeninitsregular,

longchannel.Ontheotherhand,ithasbeguntoaddthesecondanddirectchannel

Frommanufacturers'standpoint,itisonlynaturalthattheyallwanttoutilize

allchannelsthatcancontributetocorporatesalesandimage.InthecaseofSony,

suchagoalbecomesevenmorecriticalbecausetheconsumer-electronicsbusiness

ismaturing.

SonyclaimsthatthepurposeoftheChicagoGalleryistofurtherstrengthenits

positiveimagebyofferingin-depthproductinformation,demonstrations,and

services.TheGalleryshowcasesSony*sfullproductline,includingnewSony

technologiesthatmanyretailershaveyettocarry（e.g.,DataDiscman-bookson

compactdiscs）.Becauseretailers,asarule,emphasizepriceratherthanproduct

features,Sonywantstomakethedemandforitsproductlesspriceelastic.

AccordingtothepresidentofSonyConsumerProductsGroup,Sonymustexplainwhy

itsproductsdeservetobe"higher-valuepurchases.〃TheGalleryallowsthefirm

toexplainitspremiumtechnologyforimagebuilding.Inotherwords,thenew

channelismoreofapromotionaltoolthanadistributiontool.

FromtheperspectiveofSony，sretailers,itishardlysurprisingthattheyhave

acauseforconcern:theirownsuppliermaytakesalesawayfromthemandmaycreate

pricewarwhichhurtsprofitmargin.Toallaysuchfears,Sonyhasstatedthatthe

goaloftheGalleryisnottomakemoneybutrathertomakeconsumerscomfortable

withSony，sproducts,makingthemwanttobuySony'sproductsregardlessofthe

retailoutlets.Ifthisgoalisaccomplished,itwillbenefit

bothSonyanditsretailers.ToassureretailersthatSonyisnotacompetitor,

Sony'sGallerysellsproductsatfullretailpriceandevensteersshopperstoward

localSonydealerswhousuallyhavelowerprices.Thisstrategy,ifexecuted

properly,shouldallowSonytobolsteritspositiveimage,keepitspremiumprice,

minimizedealerconflict,andmaintaindealerloyalty.

LPutthefollowingfromChineseintoEnglishorviceversa.（每小題1分，共20分）

1.東道國2.全球采購

3.跨國公司4.價格歧視

5.許可6.促銷

7.新興市場8.產(chǎn)品調(diào)整

9.利基者10.經(jīng)銷商

11.jointventure12.transnationalstrategy

13.exchangerate14.primarydata

15.valuechain16.countryoforigin

17.hedging18.globalbusinessunits

19.turnkeyoperation20.marketdevelopment

II.MakebriefexplanationsofthefollowingtermsinEnglish.(每小題3分，共15分)

6.OEM

7.economicunion

8.glocalization

9.dumping

10.internationaltransferpricing

Id.AnswerthefollowingquestionsinEnglish:(每小題5分，共20分)

2.Aredomesticmarketingandinternationalmarketingdifferentonlyinscopebutnotinnature?

3.Canstandardmarketingtechniques(e.g,,marketsegmentationandproductpositioning)be

usedtomarketserviceslocallyandinternationally?

4.Whatislicensing?Whydofirmssometimeschooseitasameansofenteringaforeign

market?

4.Someretailers(e.g.,Sears)andmanufacturers(e.g.,GeneralMotors)placetheirtrademarkson

productsactuallymadebyforeignsuppliers.Discusstherationalefortheseactionsbythese

firms

IV.Minicases:(每小題10分,共20分)

1.Dodemographicvariableshaveuniversalmeanings?Istherealikelihoodthattheymaybe

interpreteddifferentlyindifferentcultures?

2.Someofthebest-knownbusinessschoolsintheUnitedStateswanttoemphasize

discipline-basedcoursesandeliminateinternationalcourses,basedontherationalethatmarketing

andmanagementprinciplesareapplicableeverywhere.Isthereaneedtostudyinternational

marketing?Discusstheprosandconsofthediscipline-basedapproachascomparedtothe

internationalapproach.

V.Openquestion（共25分）

Shouldexpatriatepersonnelbeused?Whataresomeofthedifficultiesthattheymayencounter

overseas?Whatcanbedonetominimizetheseproblems?

參考答案：

I.PutthefollowingfromChineseintoEnglishorviceversa.（每小題1分，共20分）

1.hostcountry2globalsourcing

3.multinationalcompany4.pricediscrimination

5.motion

7.ductadaptation

9.nicherlO.distributor

11.合資企業(yè)12.全球擴張戰(zhàn)略

13.匯率14一手資料

15.價值鏈16原產(chǎn)國

17.套期保值18全球業(yè)務(wù)單元

19.交鑰匙協(xié)議20市場開發(fā)

II.MakebriefexplanationsofthefollowingtermsinEnglish.（每小題3分，共15分）

1.OEMisknownascontractmanufacturing.Itsfullnameisoriginalequipment

manufacturing.（1分）UnderanOEMagreement,theMNEprovidestheknow-howand

sometimesequipmenttoasupplierthatmustprovidetheproductaccordingtothe

standardsofauthorizedtechnology.（2分）

2.Thefullevolutionofaneconomicunionwouldinvolvethecreationofaunified

centralbank,（1分）theuseofasinglecurrency,（1分）andcommonpolicieson

agriculture,socialservicesandwelfare,regionaldevelopment,transport,taxation,

competitionandmergers,constructionandbuilding,andsoon.（1分）

3.Productsandmarketingactivitiesarestandardizedwhereverpossible（l分），but

adaptedwherenecessarywithinauniformformattomeetlocalneeds.（2分）

4.Dumpingisdefinedasthepracticeofsellingaproductabroadatapricebelow

thecostofproduction,（2分）orbelowitsnormalpriceinthedomesticmarket.（1

分）

5.Transferpricingistosetapriceongoodsorservicestransferredbetween

subsidiariesordivisionsofthesameenterprise.（2分）Itisthepricingstrategy

ofaMNE.（1分）

HLAnswerthefollowingquestionsinEnglish:（每小題5分，共20分）

1.Itiserroneoustostatethatdomesticmarketingandinternationalmarketingare

similarinnaturebutnotinscope.Thisisnotunlikestatingthatnationalmarketing

andlocalmarketing,exceptforthescope,aresimilar.Internationalmarketingis

not.domesticmarketingonalargerscale.Whereasdomesticmarketinginvolvesone

setofuncontrollablevariables,internationalmarketinghasatleasttwosetswhich

interactwitheachother.Furthermore,thevariablesineachsetarenotidentical

intermsofnumber,degree,orkind.

2.Suchstandardmarketingtechniquesasmarketsegmentationandproduct

positioningareuniversalinthesensethattheycanbeusedlocallyaswellas

internationally,andtheycanbeappliedtobothproductsandservices.

Asinthecaseofinternationalbanking,exceptfortheverylargebanks,mostbanks

simplycannotbeeverywhereandmaynotofferallbankingproductsforeveryone.

Therefore,somekindofmarketsegmentationisnecessaryinordertosatisfycertain

customersverywellinsteadoftryingtobeallthingstoallpeople.Attheleast,

thesebankswillusegeographicsegmentationbyselectingthecountriestheywant

tobein.Furthermore,theymayusedemographicsegmentationinordertocaterto

acertainkindofbankingclientele.Banksalsouseproductpositioning.Some

positionthemselvesasexpertsinraisingacertainkindofcapitalinacertain

partoftheworld;otherspositionthemselvesasmultinationalbankswhichcanoffer

allkindsofglobalbankingservices.

3.Underaninternationallicensingcontract,alicensorgrantsaforeignlicensee

therightstousethelicensor'sintangibleassetsuchasitspatent,trademark,

orknow-how.Inexchange,thelicenseewillpayafeeorroyalty.（3分）Licensing

willcostlittleforthelicensor,（1分）anditcangenerateimmediatereturnwithout

newinvestment.（1分）

4.ThereareseveralreasonswhyMNEsplacetheirtrademarksonproductsmadeby

foreignfirms.First,theymaybeabletocreateauniqueproductbybundlingor

unbundlingproductattributes.Second,thestrategyguaranteesthatMNEscannot

bebypassedbytheirsuppliers.Third,theycanavoidfixedproductioncosts.

Finally,thestrategyoffersthesefirmsbrandloyalty,bargainingpower,andprice.

Foreignmanufacturersalsohavetheirownreasonsforagreeingtoplaceotherfirms,

brandsontheproducts.Onebenefitistheeaseingainingmarketentryanddealers,

acceptancewhichmayallowalargermarketshareoverallwhilecontributingtooffset

fixedcosts.Anotheradvantageisthattherearenopromotionalheadachesand

expenses.Finally,thestrategypreventsothercompetitorsfrommakingthissame

productforthesecustomers.

IV.Minicases:（每小題10分,共20分）

1.Evendemographicsmayhaveproblemsintermsofconceptualequivalencebecause

ofthevaryingframesofreference.Ademographicvariablesuchassexis

universal.Age,however,isnotalwaysconsideredinthesameway-theChinese

includethetimeduringpregnancyintheirage.Educationlevel,likewise,does

nothavethesamemeaningeverywhere.Themeaningofprimaryschool,gradeschool,

secondaryschool,highschool,college,anduniversityvarygreatly.Itisthus

wiseinmanyinstancestoaskaboutthenumberofyearsofschoolingattended

bytherespondent.

2.Thiscaseischallengingintwoaspects--whetheritisdesirabletosplitdomestic

frominternationalandwhetheracertaineducationalapproachisgeocentricor

ethnocentric.Thesubjectmattercoveredhereishighlyrelatedtothefirst

assignment.

Severalwell-knownbusinessschoolsseenoneedtoofferinternationalcourses,with

therationalethatthebasicdisciplinesandprinciplesofmarketing,management,

andsoonareuniversal.Assuch,theyarguethatmarketingismarketing,andthere

shouldbenothingwhichisdomesticorinternationalaboutit.Thediscipline-based

approachmayappeartobeappropriateonthiscount.

However,theaboveassessmentisincomplete.Althoughoneprobablyshouldnotsay

thatcertainmarketingmethodsaredomesticorinternational,itstilldoesnotmean

thattheinternationaldimensionshouldbeneglected.Theshortfallwiththe

discipline-basedapproachisthatthedisciplined-basedcoursesasdesignedand

taughtinAmericanbusinessschoolsatthepresenttimeareethnocentric.

V.Openquestion（共25分）

Whendesirable,thereisnothingwrongwithusingexpatriatepersonnelwhoarewell

qualifiedandknowledgeableofthecompany,sproduct,technology,history,and

policies.Thedifficulties,however,aremany.Someexpatriatepersonnelfindit

difficulttocopewithanewandunfamiliarbusinessenvironment.Alsothe

expatriate*sfamilymustalsoshareintheburdenofmakingsocialadjustments

relatedtoshopping,schooling,andthelimitedentertainmentopportunities.Also

theexpatriatemayfearthatthedistancefromtheheadquartersmayeliminatechances

forpromotion.

Tominimizetheproblems,thepersonnelforoverseasassignmentsmustbeselected

carefully.Theirfamiliesshouldalsobeinterviewedtodeterminethesuitability

oftheirtemperamentforanoverseasassignment.

I.PutthefollowingfromChineseintoEnglishorviceversa.（每小題1分，共20分）

1.母國2.政府沒收

3.跨國公司4.市場開發(fā)

5.特許經(jīng)營6.營銷組合

7.關(guān)稅同盟8.標準化

9.原產(chǎn)國10.競爭優(yōu)勢

11.hedging12.secondarydata

13.non-tariffbarriers14.IPLC

15.foreign-relatedenterprise16.globalsourcing

17.penertrationpricing18.businessunits

19.segmentation20.strategicalliance

II.MakebriefexplanationsofthefollowingtermsinEnglish.（每小題3分，共15分）

11.dumping

12.ethnocentricorientation

13.OEM

14.economicunion

15.directsellingchannel

IH.AnswerthefollowingquestionsinEnglish:（每小題5分，共20分）

5.Whatismeantbygloballocalization?IsCoca-Colaaglobalproduct?Explain.

6.Whatislicensing?Whydofirmssometimeschooseitasameansofenteringaforeign

market?

3.Whatarethecharacteristicsofagoodinternationalbrandname?

4.Defineleverage,explainthedifferenttypesofleverageutilizedbycompanieswithglobal

operations.

IV.Minicases:（每小題10分,共20分）

1.ComparedtoAmericans,areAsians:(1)moregroup-oriented,(b)morefamily-oriented,and

(c)moreconcernedwithsocialstatus?HowmightsuchorientationsaffectthewayAmericans

markettheirproductstoAsianconsumers?Giveexamplestodemonstrateyouropinions.

2.Manyconsumersconsiderdirectmailasjunkmail,atermthatisoffensivetothedirect

marketingindustry.Whatisyourassessmentofthefutureofdirectmailoverseas?

V.Openquestion(共25分)

Asaresearcher,youhavejustbeenaskedtodomarketingresearchinordertomake

recommendationsonhowtomarketcoffeeinanumberofAsian,European,andSouthAmerican

countries.Whatquestionsdoyouneedtoaskinordertounderstandthevaryingbuyingmotives,

consumptionhabits,andusesofthisparticularproduct?

參考答案:

I.PutthefollowingfromChineseintoEnglishorviceversa.（每小題1分，共20分）

1.homecountry2confiscation

3.globalcompanyortransnationalcompany4.marketdevelopment

5.franchising6.marketingmix

7.customunion8.standardization

9.countryoforiginlO.competitiveadvantage

11.套期保值12.二手資料

13.非關(guān)稅壁壘14國際產(chǎn)品生命周期

15.外企16全球采購

17.滲透價格18業(yè)務(wù)單元

19.市場細分20戰(zhàn)略聯(lián)盟

II.MakebriefexplanationsofthefollowingtermsinEnglish.（每小題3分，共15分）

1..Dumpingisdefinedasthepracticeofsellingaproductabroadatapricebelow

thecostofproduction,（2分）orbelowitsnormalpriceinthedomesticmarket.（1

分）

2.Opportunitiesoutsidethehomemarketarepursuedbyextendingvariouselements

ofthemarketingmix.（2分）Homecountryissuperior.Themanagementsees

similaritiesinforeigncountries.Theproductsthatsucceedinthehomecountry

aresuperior,socanbesoldeverywherewithoutadaptation.（1分）

3.OEMisknownascontractmanufacturing.Itsfullnameisoriginalequipment

manufacturing.（1分）UnderanOEMagreement,theMNEprovidestheknow-howand

sometimesequipmenttoasupplierthatmustprovidetheproductaccordingtothe

standardsofauthorizedtechnology.（2分）

4.Thefullevolutionofaneconomicunionwouldinvolvethecreationofaunified

centralbank,（1分）theuseofasinglecurrency,（1分）andcommonpolicieson

agriculture,socialservicesandwelfare,regionaldevelopment,transport,taxation,

competitionandmergers,constructionandbuilding,andsoon.（1分）

5.Directsellingisemployedwhenamanufacturerdevelopsanoverseaschannelso

thatitdealsdirectlywithaforeignpartywithoutgoingthroughanintermediary

inthehomecountry.（3分）

III.AnswerthefollowingquestionsinEnglish:（每小題5分，共20分）

1.Productsandmarketingactivitiesarestandardizedwhereverpossible（1分），but

adaptedwherenecessarywithinauniformformattomeetlocalneeds.（2分）

Yes,itis.（2分）

2.Underaninternationallicensingcontract,alicensorgrantsaforeignlicensee

therightstousethelicensor'sintangibleassetsuchasitspatent,trademark,

orknow-how.Inexchange,thelicenseewillpayafeeorroyalty.（3分）Licensing

willcostlittleforthelicensor,（1分）anditcangenerateimmediatereturnwithout

newinvestment.（1分）

3.Aninternationalbrandnameshouldreflectthedesiredproductimage.Itshould

beuniqueordistinctivewhilerenderingitselftographicdesignpossibilities.

Specialattentionmustbegiventopronunciation,makingsurethatthelanguages

havethebrand，salphabets.Furthermore,thenamemustbecapableofgaining

registrationandprotection.

4.Leverageissometypeofadvantagethatacompanyenjoysbyvirtueofthefact

thatitconductsbusinessinmorethanonecountry.（1分）Experiencetransfers,scale

economies,resourceutilization,globalstrategy.Itcandrawonmanagement

practices,strategies,products,advertisingappeals,orsalesorpromotionalideas

thathavebeentestedinactualmarketsandapplytheminothercomparablemarkets.

（1分