市場營銷英文題

Chapter01-TheScopeandChallengeofInternationalMarketing

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Chapter01TheScopeandChallengeofInternationalMarketing

True/FalseQuestions

Globalcommercethrivesduringpeacetime.

TRUE

(p.4)Todate,thelessonforinternationalcommerceinthe21stcenturyis"expecttheunexpected."

TRUE

Difficulty:EasyType:Knowledge

(p.5)Today,everyAmericanbusinessisinternational.

TRUE

Difficulty:ModerateType:Comprehension

(p.5)OneeventthatwillinfluencetheshapeofinternationalbusinessasthefutureunfoldsistherapidgrowthoftheWorldTradeOrganization,NAFTA,andtheEuropeanUnion.

TRUE

(p.5)OneeventthatwillinfluencetheshapeofinternationalbusinessasthefutureunfoldsistheunprecedentedacceptanceofcommunismandsocialisminLatinAmerica.

FALSE

Difficulty:ModerateType:Comprehension

(p.5)Atrendthatwillimpactinternationalbusinessinthefutureisamandatetoproperlymanagetheresourcesandglobalenvironment.

TRUE

Difficulty:ModerateType:Comprehension

(p.5)Today,mostbusinessactivitiesarelocalorregionalinscope.

FALSE

Difficulty:ModerateType:Knowledge

(p.6,CrossingBorders1.1)WhatdoFrenchfarmers,Chinesefishermen,andRussianhackershaveincommon--theycanallreceivesubsidypaymentsfromtheU.S.government.

FALSE

(p.6)Foreign-madeproductsremainasmallportionofallconsumerproductssoldintheUnitedStates.

FALSE

(p.8)U.S.companiescompetewithglobalcompetitorsinforeignmarketsandhavelittlecompetitionindomesticmarketsfromglobalcompetitors.

FALSE

Difficulty:EasyType:Knowledge

(p.9,Exhibit1.2)TheleadingU.S.multinationalwithforeignrevenuesof$345billionplusannuallyisWal-Mart.

TRUE

Difficulty:HardType:Knowledge

(p.9)Internationalmarketingistheperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofacompany'sgoodsandservicestoconsumersorusersinmorethanonenationforaprofit.

TRUE

Difficulty:ModerateType:Knowledge

(p.9-10)Agoodillustrationofanuncontrollablevariablethatmightimpactinternationalbusinessisamarketingdecisionwithrespecttoresearch.

FALSE

Difficulty:HardType:Application

(p.11,Exhibit1.3)Theforeignuncontrollableenvironmentisthesameasthedomesticuncontrollableenvironment.

FALSE

Difficulty:HardType:Comprehension

(p.12)Theleveloftechnologyisanuncontrollableelementforinternationalmarketers.

TRUE

Difficulty:ModerateType:Knowledge

(p.14)Thepoliticalandlegalenvironmentisacontrollableelementforinternationalmarketersbecauseoftheabilitytolobbyandinfluencelegislation.

FALSE

Difficulty:ModerateType:Knowledge

(p.14)Inabroadsense,theuncontrollableelementsoftheforeignbusinessenvironmentconstitutetheculture.

TRUE

Difficulty:HardType:Comprehension

(p.15)JohnrefusestobuyJapaneseproductsbecauseheseesthemasawayofsellingouttonationknownforitsaggressivebehavior.Johnisusingaself-referencecriteriontomakehisdecision.

TRUE

Difficulty:ModerateType:Application

(p.15)Aself-referencecriterioniscloselyrelatedtoethnocentrism.

TRUE

Difficulty:ModerateType:Comprehension

(p.15)SamWatkinsjustrecentlyateand,therefore,feelsjustifiedinrefusingfoodfromhisMiddleEasternhost.Inthisinstance,Sam'sself-referencecriterionhasjustsavedhimfrommakingaculturalblunder.

FALSE

Difficulty:HardType:Application

(p.16)Toavoiderrorsinbusinessdecisions,itisnecessarytoconductacross-culturalanalysisthatemphasizestheneedforethnocentrism.

FALSE

Difficulty:ModerateType:Comprehension

(p.17)Tobegloballyaware,youshouldbetolerantofculturaldifferences.

TRUE

Difficulty:Easy

Type:Comprehension

(p.17)Tobegloballyaware,youshouldrequirethatallofyourinternationalcustomersknowaboutyourculturalrulesandadherestrictlytoeachone.

FALSE

Difficulty:ModerateType:Comprehension

(p.18)Ifacompanyisinastagedesignatedasbeingonewith"nodirectforeignmarketing,"thecompanydoesnotactivelycultivatecustomersoutsidenationalboundaries.

TRUE

Difficulty:EasyType:Knowledge

(p.20)Ofallthestagesininternationalbusiness,astagecalled"regularforeignmarketing"producesthemostprofoundchangeintheorientationofthecompanytowardmarketsandassociatedplanningactivities.

FALSE

Difficulty:ModerateType:Knowledge

(p.22)Ifacompanyusesastrategicorientationcalleddomesticmarketextension,itviewsitsinternationaloperationsassecondarytoandanextensionofitsdomesticoperations.

TRUE

Difficulty:ModerateType:Knowledge

(p.22-23)Theglobalmarketingconceptviewsthemarketplaceasconsistingofoneprimarydomesticmarketthatiscomplimentedbyseveralsmallerregionalmarkets.

FALSE

Difficulty:HardType:Knowledge

MultipleChoiceQuestions

(p.3)International playanimportantroleinpromotingglobalpeaceandprosperity.

foreignaidandtreaties

competitionandconsumerspending

tradeandmarketing

consumerandindustrialservices

Difficulty:EasyType:Knowledge

(p.4)Accordingtothetext,allofthefollowingeventshaveimpactedinternationalbusinessEXCEPT:

theIndianOceantsunamiin2004

thehigh-techbustof2001.

thesteroidsinmajorleaguesportsscandal

2003SARSoutbreakinAsia.

September11,2001disasters.

Difficulty:Easy

Type:Comprehension

(p.5)Ofalltheeventsandtrendsaffectingglobalbusinesstoday,fourstandoutasthemostdynamic.Whichofthefollowingwouldbeoneofthoseevents?

ThetrendtowardbuyingAmericancarsinEurope.

ThetrendtowardtheacceptanceofthefreemarketsystemamongdevelopingcountriesinLatinAmerica,Asia,andEasternEurope.

ThetrendtowardusingEnglishasthegloballanguage.

Thetrendtowardestablishingaworldcurrency.

Thetrendtowardworldwideinstantcommunication.

Difficulty:ModerateType:Comprehension

(p.5)AllofthefollowingeventsandtrendsareamongthefourmajortrendsdescribedinthechapterashavingamajorimpactoreffectonglobalbusinessEXCEPT:

thetrendtowardtheacceptanceofthefreemarketsystemamongdevelopingcountriesinLatinAmerica,Asia,andEasternEurope.

therapidgrowthoftheWorldTradeOrganizationandregionalfreetradeareassuchasNAFTAandtheEuropeanUnion.

theburgeoningimpactoftheInternetandotherglobalmediaonthedissolutionofnationalborders.

thetrendtowarddecreasingOPECprofitsasoilreservesdeclineinthe21stcentury.

themandatetoproperlymanagetheresourcesandglobalenvironmentforthegenerationstocome.

Difficulty:HardType:Comprehension

(p.5-6)Strategicplansthatarecompetitiveinglobalmarketsare .

thechallengeofinternationalmarketing

expandeddomesticmarketingplans

notnecessaryforsmallfirms

multilingualandmulticulturalinscope

Difficulty:EasyType:Knowledge

(p.5)EveryAmericancompanyisinternational,atleasttotheextentthat:

Federallawrequiresallcorporationstooutsourcewheneveritiscost-effective.

theInternetgeneratesordersforallAmericanbusinessesfromabroad.

itsbusinessperformanceisaffectedbyeventsthatoccurabroad.

naturaldisasterscreateagreaterglobalcommunity.

alloftheabove.

Difficulty:HardType:Knowledge

(p.5)SimiKhanwantstomovehisbusinessintotheinternationalarenaasquicklyaspossible;however,tobesuccessfulhemustconsideravarietyoffactorsthathaveglobaldimensions.WhichofthefollowingfactorswouldbemostimportanttoSimiKhan'scomputertechnologybusinessashemovesforwardwithhisglobalexpansionplans?

Electricityusagearoundtheworld.

Thedrivetowardamoreergonomicworkplace.

Communicationandtechnologynetworksinthird-worldcountries.

RestrictionsonadvertisinginRussia.

IncreasinglicensingfeesinSpainandPortugal.

Difficulty:ModerateType:Application

(p.7)ForeigninvestmentintheUnitedStatesisgrowingyearly.Atpresent,foreigninvestmentintheUnitedStatesisinexcessof$16.3 .

trillion

million

billion

thousand

cannotbedetermined.Thegovernmentdoesnottrackforeigninvestment.

Difficulty:ModerateType:Knowledge

(p.7)Companiesfrom leadinforeigninvestmentintheUnitedStates:

KingdomofSaudiArabia

Russia

China

UnitedKingdom

Canada

Difficulty:HardType:Knowledge

(p.7)Foreigninvestmentisatwo-waystreet.Anorganization(throughinvestmentandacquisition)fromwhichofthefollowingcountriesnowcontrolsallUnitedKingdomrailfreightbusinessandrunsthequeen'sprivatetrainviaitsEnglish,Welsh,&ScottishRailwayunit?

Germany

Switzerland

UnitedStates

Canada

Netherlands

Difficulty:HardType:Knowledge

(p.9,Exhibit1.2)ManyU.S.firmsdoexceedinglywellintheglobalarena.WhichofthefollowingorganizationsisconsideredtobetheU.S.leaderwithglobalrevenuesapproximatedat$345billionannually?

IBM

ExxonMobil

FordMotor

Wal-Mart

Hewlett-Packard

Difficulty:ModerateType:Knowledge

(p.9)Forfirmsventuringintointernationalmarketingforthefirsttime,thefirstrequirementis:

employmentofforeignnationalsintargetforeignmarkets.

athoroughandcompletecommitmenttoforeignmarkets.

obtainmarketdatafromconsulateofthecountrybeingtargeted.

anassessmentofthecostofdoingbusinessintheforeignmarket.

performancereviewsofallpotentialsalespeoplebeingconsideredforforeignassignment.

Difficulty:ModerateType:Knowledge

40.(p.9)

istheperformanceofbusinessactivitiesdesignedtoplan,price,promote,

anddirecttheflowofacompany'sgoodsandservicestoconsumersorusersinmorethanonenationforaprofit.

Globalmanagement

Globalbusiness

Marketing

Internationalmarketing

Globalmarketingconcept

Difficulty:ModerateType:Knowledge

(p.9)Theperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofacompany'sgoodsandservicestoconsumersorusersinmorethanonenationforaprofitiscalled:

globalmanagement.

globalbusiness.

marketing.

theglobalmarketingconcept.

internationalmarketing.

Difficulty:ModerateType:Knowledge

(p.9)Theonlydifferencebetweenthedefinitionsofdomesticmarketingandinternationalmarketingisthatmarketingactivities:

focusonconsumersindomesticmarketsandbarterersinforeignmarkets.

takeplaceinmorethanonecountry.

followtraditionalcommunicationpathsindomesticmarkets.

focusondistributioninthedomesticmarket.

areusuallynon-regulatedinforeignmarkets.

Difficulty:ModerateType:Comprehension

(p.9)Accordingtothetext,theprimarydifferenceinthepracticeofmarketingatthedomesticversustheinternationallevelis:

theenvironmentwithinwhichthemarketingplansmustbeimplemented.

therevenuesnecessarytobesuccessful.

thedemandchartsavailabletothemarketer.

thecontroloverthebudget.

theaccountabilityofboardofdirectors.

Difficulty:HardType:Comprehension

(p.9)Withrespecttotheenvironmentinwhichabusinessoperates,suchfactorsascompetition,legalrestrains,governmentcontrols,andtheweatherwouldallbeexamplesofwhatarecalled:

controllableelements.

uncontrollableelements.

predictableelements.

demographicelements.

culturalelements.

Difficulty:EasyType:Knowledge

(p.9-10)AllofthefollowingwouldbeconsideredtobecontrollableelementsofmarketingdecisionsEXCEPT:

product.

price.

promotion.

research.

governmentregulations.

Difficulty:EasyType:Knowledge

(p.11,Exhibit1.3)Consideringthemodeloftheinternationalmarketingtaskdisplayedinthetext,whichofthefollowingreasonsdemonstratesthemostimportantdifferencebetweentheinternationalmarketer'staskandthatofthedomesticmarketer?

Theinternationalmarketermustdealwithatleasttwolevelsofuncontrollableuncertaintyinsteadofone.

Theinternationalmarketermustrelyonatleasttwolevelsofcontrollablecertaintyinsteadofone.

Theinternationalmarketerisnevercertainaboutsupplyordemand.

Theinternationalmarketerisnevercertainabouttotalmarketsize.

Theinternationalmarketermustbeawareofinternationalmonetaryexchangerates.

Difficulty:ModerateType:Comprehension

(p.11,Exhibit1.3)RobertJonasisinchargeofanewmarketingeffortdirectedtowardPeru.InorderforhiscompanytoeffectivelymarketanddistributetoallofPeru'smajorcities,Mr.JonasmustdevisealogisticsplanforcrossingtheAndesMountainsonadailybasis.WhichofthefollowingforeignenvironmentuncontrollablevariableswouldbeachiefconcernasMr.Jonas

deviseshisplan?

Competitiveforces

Culturalforces

Geographyandinfrastructure

Economicforces

Political/legalforces

Difficulty:ModerateType:Application

(p.11,Exhibit1.3)Comparedtotheforeignenvironmentuncontrollablevariables,whichofthefollowingelementsisexcludedfromthedomesticmarketer'slistofuncontrollablevariables?

Politicalforces

Competitivestructure

Economicclimate

Culturalforces

Legalforces.

Difficulty:HardType:Comprehension

(p.11,Exhibit1.3)Allofthefollowingwouldbeamongthedomesticmarketer'scontrollableenvironmentalvariablesEXCEPT:

research.

price.

product.

channelsofdistribution.

economicclimate.

Difficulty:ModerateType:Comprehension

(p.11,Exhibit1.3)AllofthefollowingappearasaforeignenvironmentuncontrollablevariableinthemodeloftheinternationalmarketingtaskshowninthetextEXCEPT:

economicforces.

competitiveforces.

productdemandforces.

culturalforces.

political/legalforces.

Difficulty:EasyType:Knowledge

(p.10)AmySimshasbeenassignedthetaskofpreparingamarketingplanforcompanyforthenextyear'sbusinessactivities.Sheknowsthatsheshouldbeginherplanbyexaminingthevariablesthatshehassomecontrolover.Thesecontrollablevariableswouldincludeprice,product,channels-of-distribution,and:

demand.

supply.

competition.

economicclimate.

promotion.

Difficulty:EasyType:Knowledge

(p.10)Apoliticaldecisioninvolving wouldmostlikelyhaveadirecteffectonafirm'sinternationalmarketingsuccess.

domesticforeignpolicy

immigrationreform

oilexplorationpolicy

FCCsatelliteregulations

FAAairlineregulations

Difficulty:ModerateType:Knowledge

(p.11)WhichofthefollowingwouldbeachiefwaythatU.S.companiesattempttoinfluencedomesticforeignpolicy?

Acompanycouldlobbywithrespecttoitsowninterests.

Acompanycouldattempttobribeelectedofficialstoinfluencepolicydecisions.

AcompanycouldaskaforeigngovernmenttobringpressureonU.S.legislativebodies.

Acompanycouldthreatentowithdrawoperationsfromforeignmarkets.

Acompanycouldthreatentomoveitscorporateheadquarterstoaforeignmarket.

Difficulty:HardType:Comprehension

(p.12)Competitionwithinthehomecountrycanhaveaprofoundeffectontheinternationalmarketer'stask.WhichofthefollowingBESTillustratesthisstatement?

Boeingrecentlyopenedtalkswithitsprimarytradeuniontoavoidaforecastedstrike.

MicrosoftandDellhavejointlyinvested$700millioninanewventuretoinvestigatehightechnologyofthefuture.

Fujiopeneda$300millionplantintheU.S.andnowcommandsa12percentshareofthelucrativeU.S.filmmarket.

SeveralnamecompaniesarestillunderinvestigationbecauseoftheEnronscandal.

DeclarationofindependencebyBalticStatesafterthecollapseoftheSovietUnion.

Difficulty:ModerateType:Application

(p.12)Withrespecttochallengesfacedbytheinternationalmarketer,asignificantsourceofuncertaintyisthenumberoffactorsinthe:

foreignenvironmentcontrollables.

foreignenvironmentuncontrollables.

domesticenvironmentcontrollables.

parallelenvironmentuncontrollables.

parallelenvironmentcontrollables.

Difficulty:Easy

Type:Comprehension

(p.12)RalphWaitehasjustbeenassignedthetaskofreviewinghiscompany'sinternationalinvestmentopportunities.Heknowsthathisviewofthelistofopportunitiesshouldbetemperedbyforeignenvironmentuncontrollablesthatmightbeencountered.WhichofthefollowingwouldbetheBESTillustrationofaforeignenvironmentaluncontrollablethatMr.

Waiteshouldinvestigate?

Acountry'sleveloftechnology.

Pricingpoliciesintheforeigncountry.

Theabilitytodoresearchintheforeigncountry.

Manufacturingcapabilitiesintheforeigncountry.

Theabilitytodoadvertisingintheforeigncountry.

Difficulty:HardType:Application

(p.12)The isanuncontrollableelementthatcanoftenbemisreadbecauseofthevastdifferencesthatmayexistbetweendevelopedandundevelopedcountries.

Structureofdistribution

competitiveforces

economicforces

political/legalforces

leveloftechnology

Difficulty:HardType:Knowledge

(p.13)The andissuesabroadareoftenamplifiedbythe"alienstatus"ofthecompany,whichincreasesthedifficultyofproperlyassessingandforecastingthedynamicinternationalbusinessclimate.

structureofdistribution

competitiveforces

economicforces

political/legalforces

leveloftechnology

Difficulty:ModerateType:Knowledge

(p.13)WhichofthefollowingwouldbetheBESTillustrationofthe"alienstatus"foundinthepoliticalandlegalarenathatsometimescauseproblemsforinternationalmarketersastheyattempttodobusinessinforeigncountries?

AcompanyintheU.K.recentlypurchasedBen&Jerry'sicecreamoperations.

TheIndiangovernmenttoldCoca-Colathatitmustrevealits"secretformula"ifitwishedtocontinuedobusinessinIndia.

RichardBranson'sVirginColawasnotwidelyacceptedintheUnitedStates.

FrenchCanadianspreferFrenchtoEnglishwhenconductingbusinessinCanada.

BritishAirlinesandJapanAirlinesjoinAmericanAirlinestoformOneWorldAlliance.

Difficulty:ModerateType:Application

(p.14)Globalbusinessesmustbewillingtoadjustandadaptamarketingprogramtoaforeignmarket.Inabroadsense,theenvironmentaluncontrollableelementsconstitutethe:

problem.

opportunity.

culture.

marketplace.

commercelandscape.

Difficulty:HardType:Comprehension

(p.14)Thetaskof isthemostchallengingandimportantoneconfrontinginternationalmarketers.

carefortheenvironment

dealingwithpolitics

internationalstandardization

culturaladjustment

internationalbranding

Difficulty:ModerateType:Comprehension

(p.14)WhichofthefollowingwouldbetheBESTexampletoillustratethefactthatinternationalmarketersneedtomakeculturaladjustmentsastheyseektodobusinessabroad?

InAmerica,whiteisanacceptedcolorforweddinggowns;inAsiaitisthecolorofmourning.

Manyteensearnextraincomebyworking.

WomenoutnumbermenintheUnitedStates.

MostMiddleEasternwomendonotworkoutsidethehome.

ManyEuropeannationsrequireaperiodofnationalserviceforyouth.

Difficulty:HardType:Application

63.(p.15)

istheconsciouseffortonthepartoftheinternationalmarketerto

anticipatetheinfluencesofboththeforeignanddomesticuncontrollablefactorsonamarketingmixandthenadjustthemarketingmixtominimizetheeffects.

Standardization

Adaptation

Segregation

Segmentation

Projection

Difficulty:ModerateType:Knowledge

(p.15)Theprimaryobstaclestosuccessininternationalmarketingareaperson's

andanassociatedethnocentrism.

regionalism

holism

self-referencecriterion

segregation

integration

Difficulty:Easy

Type:Comprehension

65.(p.15)

isanunconsciousreferencetoone'sownculturalvalues,experiences,

andknowledgeasabasisfordecisions.

Regionalism

Holism

Self-referencecriterion

Segregation

Xenophobia

Difficulty:ModerateType:Knowledge

(p.15)IntheUnitedStates,unrelatedindividualskeepacertainphysicaldistancebetweenthemselvesandotherswhentalkingoringroups.Wedonotconsciouslythinkaboutthatdistance;wejustknowwhatfeelsrightwithoutthinking.Someonefromanotherculturewould

notnecessarilyunderstandthisandwouldapplytheirownrulesforcontactwhenspeaking.Theprecedingisanillustrationofwhatiscalledapplyinga whenreviewingthementionedsocialcustomofcontact.

self-space

segregation

integration

spacecommandtheory

self-referencecriterion(SRC)

Difficulty:ModerateType:Application

(p.15)Your canpreventyoufrombeingawarethatthereareculturaldifferencesorfromrecognizingtheimportanceofthosedifferences.

self-space

personality

demographiccharacter

self-referencecriterion(SRC)

conceptofintegration

Difficulty:Easy

Type:Comprehension

(p.16)Themosteffectivewaytocontroltheinfluenceofethnocentrismand istorecognizetheireffectsonourbehavior.

theself-referencecriterion(SRC)

regionalism

tunnelvision

standardization

xenophobia

Difficulty:ModerateType:Knowledge

(p.17)Toavoiderrorsinbusinessdecisions,itisnecessarytoconductacross-culturalanalysisthatisolatestheself-referencecriterioninfluences.WhichofthefollowingwouldbetheBESTfirst-steptotaketoavoidtheaforementionederrors?

RedefinetheproblemwithouttheSRCinfluence.

Solvetheproblemfortheoptimumbusinessgoalsituation.

IsolatetheSRCinfluenceintheproblemandexamineitcarefullytoseehowitcomplicatestheproblem.

Definethebusinessproblemorgoalinhome-countryculturaltraits,habits,ornorms.

Definethebusinessproblemorgoalinforeign-countryculturaltraits,habits,ornormsthroughconsultationwithnativesofthetargetcountry.

Difficulty:HardType:Application

(p.17)Whichofthefollowingstepsinacross-culturalanalysistoisolateself-referencecriterioninfluenceswouldfinalizetheprocessandleadtoasolutionoftheproblem?

RedefinetheproblemwithouttheSRCinfluenceandsolvetheproblemfortheoptimalbusinessgoalsituation.

IsolatetheSRCinfluenceintheproblemandexamineitcarefullytoseehowitcomplicatestheproblem.

Definethebusinessproblemorgoalinhome-countryculturaltraits,habits,ornorms.

Definethebusinessproblemorgoalinforeign-countryculturaltraits,habits,ornormsthroughconsultationwithnativesofthetargetcountry.

Thelaststepisnotindicatedinthelistofalternatives.

Difficulty:EasyType:Application

(p.17)Tobegloballyaware,aninternationalmarketermusthaveallthefollowingEXCEPT:

atoleranceofculturaldifferences.

aknowledgeofcultures.

aknowledgeofhistory.

aknowledgeofmicroeconomics.

aknowledgeofworldmarketpotential.

Difficulty:EasyType:Knowledge

(p.17)Successfulbusinesspeopleinthetwenty-firstcenturyhave andaframeofreferencethatgoesbeyondaregionorevenacountryandencompassestheworld.

asenseoffashion

globalawareness

anintimateknowledgeofecologicalproblems

aconsumermind-set

apronouncedskillinpromotion

Difficulty:ModerateType:Knowledge

(p.18)Thereareavarietyofstagesintheprocessofbecominginvolvedininternationalmarketing.Whichofthefollowingbestdescribesthestageofdevelopmentwherethecompany'sproductsreachaforeignmarketthroughnoconsciouseffortonthepartofthemarketer?

Infrequentforeignmarketing

Regularforeignmarketing

Nodirectforeignmarketing

Internationalmarketing

Globalmarketing

Difficulty:Easy

Type:Comprehension

(p.18)Ifamarketerismotivatedtoenterintoaninternationalmarketingeffortbecauseoftemporarysurplusesinthedomesticmarket,whichofthefollowingstagesBESTcharacterizesthestageofinternationalmarketinginvolvemen