Exercises练习
I.True or False
1.For international market research,you should first conduct a micro-environment analysis.( )
2.A desktop research normally relies on primary data while a field research on secondary data.( )
3.A desktop research generally costs the same as a field research.( )
4.The outcomes of desktop research are generally not as targeted as field research.( )
5.The United States withdrew from the North American Free Trade Agreement(NAFTA)during the Obama administration.( )
6.China International Import Expo(CIIE),which started in 2018,has greatly boosted imports.( )
7.Canton Fair is the largest trade fair in China and an important international comprehensive exhibition.( )
8.We can search for potential customers in a certain country by usingdomain name suffixes,such as “.cn”for China and “.de”for France.( )
9.Yandex is a preferred search engine for Russia,East Europe and West Asian.( )
10.In international trade,direct email marketing is heavily used because it is convenient and economical in establishing business relations.( )
II.Multiple Choice Questions
1.A “PEST”analysis comprises of( )of the target market.*
[A]political analysis
[B]economic analysis
[C]social analysis
[D]technological analysis
2.When the market researcher starts the investigation,( ).
[A]he/she always collects secondary data before deciding whether to collect primary data
[B]he/she only collects secondary data
[C]he/she always collects primary data before deciding whether to collect secondary data
[D]he/she only collects primary data
3.Foreign trade risks include( ).*
[A]commercial and credit risk
[B]political and legal risks
[C]cargo risk
[D]exchange risk
4.Compared with primary data,advantages of secondary data include:( ).*
[A]being more informative
[B]being readily available
[C]being more targeted
[D]being cost-effective
5.Generally speaking,a devaluation of RMB tend to( ).*
[A]reduce China’s import
[B]reduce China’s export
[C]promote China’s import
[D]promote China’s export
6.When RMB devalues after you sign the contract with the importer in USD,you will( ).
[A]have more revenue in RMB
[B]have less revenue in RMB
[C]have the same revenue in RMB
[D]have the same profit in RMB
7.Through customs databases,you expect to learn about( )of a transaction.*
[A]the shipper
[B]the consignee
[C]the notify party
[D]details of the merchandise
8.Which is NOT an appropriate way of writing the first email to a prospective customer?( )
[A]Drafting an appealing subject line.
[B]Being short and concise with your main body.
[C]Elaborating on your strengths.
[D]Using simple words.
9.Which of the followings is(are)(a)sources of secondary statistics?( )*
[A]Websites of government departments.
[B]Websites of international organizations.
[C]Websites of trade associations.
[D]Databases of public or college libraries.
10.Which of the following statements is NOT true about social media marketing?( )
[A]Social media marketing still relies on broadcasting.
[B]Exporters should identify key influencers for brand-building.
[C]Exporters should post engaging contents to audience for brandbuilding.
[D]Exporters could add connections for establishing business relationships.
III.Web Page Clipping
1.Please log onto the B2B platforms mentioned in this chapter,browse,choose one you like and clip one of its web pages.Select one company you like from the platform.Find out its homepage and the web page for company profile,which,for your reference,is mostly under the menu of “About”or “About Us”.
2.Search on the Internet and find top 10 foreign distributors or retailers in a certain country and clip two of their web pages.
3.Find a product category you are interested in,search the Internet for any trade fair in the category,find out its homepage and clip a web page.
IV.Group Tasks
1.A company exported 200 metric tons of meat ducks to Iran.On arrival at the Iranian customs,they were rejected,because the slaughter method of ducks did not comply with Islamic regulations.However,a watch company developed a watch with unique functions for the Middle East market.No matter where you are in the world,the watch can convert local time into Muslim time,and automatically remind you of the time for prayers.And a “compass”on the watch always points to Mecca.Once the watch was launched on the market,it became an instant success.Discuss in groups about reasons for the failure of one exporter and the success of another and comment on the two cases.
2.Write a market research plan for a certain product for export.Then conduct the research and write a report.The research report should include:the product,the research goal,the research plan,the research methods and major findings.You should complete all the tasks in a group,including handing in one research report as a group.
【注释】
[1]Millward Brown is a global company focused on brands,media and communications.It is part of Kantar,the insights arm of WPP plc,and the world's second largest market research organization after Nielsen Company.
[2]李博婵.新编国际贸易实务双语教程［M］.北京：中国人民大学出版社，2016.
[3]张劲松.金牌外贸业务员找客户［M］.北京：中国海关出版社，2016.