the marketing of the company's Duofold Centennial model, a $312 18-carat goldnib fountain pen targeted toa tiny market segment, global advertising has been abandoned.EarercisesI.Questions fordiscussion1.What is international marketing?To what kind of businesses is it especially important?2.What disadvantage(s) does a global marketing strategy have? What does a business count on if it adoptsthis strategy?3.If you were a Chinese businessman intending to launch Eagle Soapto an international market, whatmarketing strategy would you adopt? And why?4. What does Parker Pen symbolize? What do customers want most from Parker Pen?5. Under what circumstances did James Peterson decide to apply the global marketing theory? Were hisdecisions justifiable?6.If youhad been in Peterson'sposition, whatdecision would you havemade?II. Choose the right answer.1. What does Para. I talk about?A.The internationalmarket is apotential sourceforrevenueforUS organizationsB. US organizations rely heavily on the international market for their revenues.C.The international market hasbecome increasingly attractiveto US organizations.D. The international market appeals to the major US firms in the service industry.2.Which ofthefollowing companies benefits least from the international market?A.ExxonB.Dow ChemicalC. The Coca-ColaD.AmericanFamilyInsurance3.The international market isvaluabletoUS organizations for all thefollowing reasons except thatA. it generates profitsB. it supplies raw materialsC.it checks competitionD. it expands the market4. Why did Black & Decker take measures to cut costs and tighten quality control?A. Because it intended to maximize its cost-effectiveness.B.Because it intended to attract more consumers.C.Because it intended to invade the European marketD. Because it intended to keep its Japanese competitor away from the USA5.What is the major feature ofa global marketing strategy?A.UniformityB. FlexibilityC.LocalizationD. Diversity6. Which of the following is true about Benetton?A. It caters to the general public/B. It pins its targets on teenage consumers.C. It is a leader in fashion.D. It offers stylish, but high-priced products
the marketing of the company’s Duofold Centennial model, a $312 18-carat goldnib fountain pen targeted to a tiny market segment, global advertising has been abandoned. Exercises I. Questions for discussion 1. What is international marketing? To what kind of businesses is it especially important? 2. What disadvantage(s) does a global marketing strategy have? What does a business count on if it adopts this strategy? 3. If you were a Chinese businessman intending to launch Eagle Soap to an international market, what marketing strategy would you adopt? And why? 4. What does Parker Pen symbolize? What do customers want most from Parker Pen? 5. Under what circumstances did James Peterson decide to apply the global marketing theory? Were his decisions justifiable? 6. If you had been in Peterson’s position, what decision would you have made? II. Choose the right answer. 1. What does Para. 1 talk about? A. The international market is a potential source for revenue for US organizations. B. US organizations rely heavily on the international market for their revenues. C. The international market has become increasingly attractive to US organizations. D. The international market appeals to the major US firms in the service industry. 2. Which of the following companies benefits least from the international market? A. Exxon B. Dow Chemical C. The Coca-Cola D. American Family Insurance 3. The international market is valuable to US organizations for all the following reasons except that _. A. it generates profits B. it supplies raw materials C. it checks competition D. it expands the market 4. Why did Black & Decker take measures to cut costs and tighten quality control? A. Because it intended to maximize its cost-effectiveness. B. Because it intended to attract more consumers. C. Because it intended to invade the European market. D. Because it intended to keep its Japanese competitor away from the USA. 5. What is the major feature of a global marketing strategy? A. Uniformity B. Flexibility C. Localization D. Diversity 6. Which of the following is true about Benetton? A. It caters to the general public/ B. It pins its targets on teenage consumers. C. It is a leader in fashion. D. It offers stylish, but high-priced products
7.What do we learn about the multinational marketing strategy?A. Marketing strategies should vary from country to country in every detail.B. Marketing strategies should overlook geographical and cultural differences.C.Marketing strategies should be tailored to match specific target markets.C.Marketing strategies should allowmodificationsto thelargest extent.8.We can concludefrom the passage thatA. Strategies that work are the bestB. to design strategies is one thing, to implement them is anotherC.strategies should reflectthegoals of the organizations concernedD.strategiesarefarfrom easytodesign9.What was ParkerPenCompanylikebeforethe implementationofitsglobalmarketingstrategy?A.It was an international company with an increasinglylarge market share.B. It had been eager to push up sales in the international market.C.It had not beendoing well and was at a critical moment.D.Itenjoyed satisfactory saleperformanceandwas readyfor thenewmove.10. Parker Pen's management insisted on a uniform advertising policy. This is due to its intention toA.reduce advertising costsB. reduce designing costsC. launch a new global imageD.enhance mutual understanding between cultures11. What problem did Peterson fail to address in his two moves?A.InadequatemanufacturingfacilitiesB. Specialized product range.C.Employment of various advertising agenciesD.Neglect ofqualityproductdevelopment.12.ParkerPen's topmanagement insisted onproducing lower-qualitypens becauseA. they believed cheap pens would be more popular in the global marketB. they found quality pens did not sell as well as cheap onesC. they deemed quality pens responsible for the company's declining market shareD.they found it more profitable to produce cheap pens13. When automated production line began to shut down,A. new assembly lines were installedB.morehandswerewantedC. more faulty products were madeD.demand went down14.We can learn from the passage that the global advertising campaignA. was a moderate successB. was a total failure
7. What do we learn about the multinational marketing strategy? A. Marketing strategies should vary from country to country in every detail. B. Marketing strategies should overlook geographical and cultural differences. C. Marketing strategies should be tailored to match specific target markets. C. Marketing strategies should allow modifications to the largest extent. 8. We can conclude from the passage that _. A. Strategies that work are the best B. to design strategies is one thing, to implement them is another C. strategies should reflect the goals of the organizations concerned D. strategies are far from easy to design 9. What was Parker Pen Company like before the implementation of its global marketing strategy? A. It was an international company with an increasingly large market share. B. It had been eager to push up sales in the international market. C. It had not been doing well and was at a critical moment. D. It enjoyed satisfactory sale performance and was ready for the new move. 10. Parker Pen’s management insisted on a uniform advertising policy. This is due to its intention to _. A. reduce advertising costs B. reduce designing costs C. launch a new global image D. enhance mutual understanding between cultures 11. What problem did Peterson fail to address in his two moves? A. Inadequate manufacturing facilities. B. Specialized product range. C. Employment of various advertising agencies. D. Neglect of quality product development. 12. Parker Pen’s top management insisted on producing lower-quality pens because _. A. they believed cheap pens would be more popular in the global market B. they found quality pens did not sell as well as cheap ones C. they deemed quality pens responsible for the company’s declining market share D. they found it more profitable to produce cheap pens 13. When automated production line began to shut down, _. A. new assembly lines were installed B. more hands were wanted C. more faulty products were made D. demand went down 14. We can learn from the passage that the global advertising campaign _. A. was a moderate success B. was a total failure
C. met with strong resistance from the company's long-time employeesD.resulted in the company's mergence with an American business15. What legacy did the new company inherit from Peterson?A.The global advertising campaign.B.Theefficientmanagement systemC. The 18-carat goldnib.D.Productionof inexpensivepens.16.Which of the following cannot account for Peterson's decision?A. He and his management were confident of the success of their new strategy.B.He intended toadopt a new strategy to helpthe company toprosper.C.Hewaseagertohelpthecompanytobreakfreefromitstroubles.D. He failed to take timing into consideration.Il.Choose the right meaning of theunderlined part according to thecontext.1. From many of these firms, the international marketplace generates a sizable portion of total revenues andprofits.A. considerableB. desiredC. measurableD. visible2.Another reason is that the global marketermay beableto meetforeign competition abroad beforethelatterinfringesinhomemarkets.A. challengesB. attacksC. intrudesD. welcomes3. These improved offerings may be adapted for the firm's product line currently being offered in its homecountry...A. made use ofD. made suitableB.approved formallyC. applied4.Black & Decker responded with a crash program designed to cut costs and tighten quality control tomatchthe Japanese firm'sretail prices.D. urgentA.tentativeB. overwhelmingC. destructive5. Similarly Coca-Cola uses the same TV ads, adapted with local languages and other slight yariations, in its160-country world market.A.modificationsB. varietiesC. exaggerationsD.associations6. The idea of Coke's global approach is to have“one sight, one sound, one sell around the world."A. goalB.focusC.strategyD.campaign7.Different market characteristics and competitive situations among nations require the development of acustomized marketing mix appropriate foreach marketplaceA.uniformB.conventionalizedC. specializedD. unique8. However, because Scott believed that its ads should reflect local markets, a series of ads were shot indifferent settings.A. madeB. placedC. designedD. shown9. Parker's then president, James Peterson, also believed that global marketing would be crucial to thesurvival of the faltering company
C. met with strong resistance from the company’s long-time employees D. resulted in the company’s mergence with an American business 15. What legacy did the new company inherit from Peterson? A. The global advertising campaign. B. The efficient management system. C. The 18-carat goldnib. D. Production of inexpensive pens. 16. Which of the following cannot account for Peterson’s decision? A. He and his management were confident of the success of their new strategy. B. He intended to adopt a new strategy to help the company to prosper. C. He was eager to help the company to break free from its troubles. D. He failed to take timing into consideration. III. Choose the right meaning of the underlined part according to the context. 1. From many of these firms, the international marketplace generates a sizable portion of total revenues and profits. A. considerable B. desired C. measurable D. visible 2. Another reason is that the global marketer may be able to meet foreign competition abroad before the latter infringesin home markets. A. challenges B. attacks C. intrudes D. welcomes 3. These improved offerings may be adapted for the firm’s product line currently being offered in its home country . A. made use of B. approved formally C. applied D. made suitable 4. Black & Decker responded with a crash program designed to cut costs and tighten quality control to match the Japanese firm’s retail prices. A. tentative B. overwhelming C. destructive D. urgent 5. Similarly Coca-Cola uses the same TV ads, adapted with local languages and other slight variations, in its 160-country world market. A. modifications B. varieties C. exaggerations D. associations 6. The idea of Coke’s global approach is to have “one sight, one sound, one sell around the world.” A. goal B. focus C. strategy D. campaign 7. Different market characteristics and competitive situations among nations require the development of a customized marketing mix appropriate for each marketplace. A. uniform B. conventionalized C. specialized D. unique 8. However, because Scott believed that its ads should reflect local markets, a series of ads were shot in different settings. A. made B. placed C. designed D. shown 9. Parker’s then president, James Peterson, also believed that global marketing would be crucial to the survival of the faltering company
A. weakeningB, decliningC. hesitatingD. unchanging10.The company's weakness had been obscured for yearsby strong overseas sales and a weak US dollar.A. minimizedB. ignoredC.madedifficulttoseeD.overshadowed11. In addition, advertising would spotlight Parker's new, inexpensive products instead of the quality pensthat were the company's trademarkC. presentD.reinforceA. highlightB.promote12.These two decisions-to produce cheap pens and to use a uniform marketing strategy for all Parkerproducts—were eventually considered major blunders by many inside Parker Pen.A. mistakesB. surprisesC.achievementsD.changes13.Then,justas demand waspicking up,theautomated production linebegan to shut downrepeatedly.A. close downB. turn downC.breakdownD. go down14. Parker employees were forced to return to the assembly lines to take over for the malfunctioning systemsA.come overB. get controlC.becomeresponsibleD. start working15.The defect rate soared, and before theproblem were resolved, the marketing division set aside strategiesandforecastsand soldwhateverproductswereavailableD. put forthA. laid outB. made outC. put aside16. The new owners have instituted several policies oftheir own.D. madeA. triedB.effectedC.abolishedIV. Fill in the blanks with the words or phrases in the box. Change the form when necessary.accountabilitynotorioustoss aroundleverageshell outabatehandlebounceadornmundanerudimentarytether1. It isdifficult to predict the future.2.Hewas workedforCitibank Tokyofor some time,sohe speaksJapanesebillions more to build 3G networks, everything from new transmission3.Thecompaniesnowhavetotowers to new handsets.4.We shouldtryour best tothesmokenuisance inbig cities5. Vacationers here are happy to pay big money even for the mostservice.6.Someone said,theCIA inspectorgeneral isoneof thefewpeoplewhohavetriedto impose someon the CIA at a time when the White House and many in Congress are failing to do their oversight jobs.7.Witha rectangularfaceofabout 1.5inches(38mm)inthesmaller oftwo sizes,thewatch wirelesslyto an iPhone,measures heart rate, and can tap wearers on the wristto signal a new message or appointment.8. While there were many new tools available, most people reverted to old processes using new tools ratherthan changingtheprocess tonewtoolsto advantage.9.The top court established a talent database of judges last year and now has 430 judges who are able toforeign-related cases and communicatewithforeignlitigants.10.Themountain has been constantly moving to the northeast, and the earthquake made ita little bitin the opposite direction.11. Frame prints and paintingsvirtually all of thewall spaceand thewindows allowplentyof natural
A. weakening B. declining C. hesitating D. unchanging 10. The company’s weakness had been obscured for years by strong overseas sales and a weak US dollar. A. minimized B. ignored C. made difficult to see D. overshadowed 11. In addition, advertising would spotlight Parker’s new, inexpensive products instead of the quality pens that were the company’s trademark A. highlight B. promote C. present D. reinforce 12. These two decisions—to produce cheap pens and to use a uniform marketing strategy for all Parker products—were eventually considered major blunders by many inside Parker Pen. A. mistakes B. surprises C. achievements D. changes 13. Then, just as demand was picking up, the automated production line began to shut down—repeatedly. A. close down B. turn down C. break down D. go down 14. Parker employees were forced to return to the assembly lines to take over for the malfunctioning systems. A. come over B. get control C. become responsible D. start working 15. The defect rate soared, and before the problem were resolved, the marketing division set aside strategies and forecasts and sold whatever products were available. A. laid out B. made out C. put aside D. put forth 16. The new owners have instituted several policies of their own. A. tried B. effected C. abolished D. made IV. Fill in the blanks with the words or phrases in the box. Change the form when necessary. accountability notorious toss around leverage shell out abate bounce adorn handle mundane rudimentary tether 1. It is _ difficult to predict the future. 2. He was worked for Citibank Tokyo for some time, so he speaks _ Japanese. 3. The companies now have to _ billions more to build 3G networks, everything from new transmission towers to new handsets. 4. We should try our best to _ the smoke nuisance in big cities. 5. Vacationers here are happy to pay big money even for the most _ service. 6. Someone said, the CIA inspector general is one of the few people who have tried to impose some _ on the CIA at a time when the White House and many in Congress are failing to do their oversight jobs. 7. With a rectangular face of about 1.5 inches (38mm) in the smaller of two sizes, the watch wirelessly _ to an iPhone, measures heart rate, and can tap wearers on the wrist to signal a new message or appointment. 8. While there were many new tools available, most people reverted to old processes using new tools rather than changing the process to _ new tools to advantage. 9. The top court established a talent database of judges last year and now has 430 judges who are able to _ foreign-related cases and communicate with foreign litigants. 10. The mountain has been constantly moving to the northeast, and the earthquake made it _ a little bit in the opposite direction. 11. Frame prints and paintings _ virtually all of the wall space and the windows allow plenty of natural
light and offer great views of the colorful procession of people outside.12.The morning newspapers print the news, and then commentatorsthenewsontheeveningTVnewsshows
light and offer great views of the colorful procession of people outside. 12. The morning newspapers print the news, and then commentators _ the news on the evening TV news shows