2. 考研
  3. [A] Entering international markets [B] Satisfying global customers [C] Lowering prices by manufacturing overseas [D]

[A] Entering international markets [B] Satisfying global customers [C] Lowering prices by manufacturing overseas [D]

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问题     [A] Entering international markets
    [B] Satisfying global customers
    [C] Lowering prices by manufacturing overseas
    [D] Facing threats of global markets
    [E] Recognizing the constraints of global markets
    [F] Being better than competitors
    [G] Coordinating marketing activities
    We live in an increasingly interdependent world, and perhaps some day we will live in a "world without borders," to borrow from the title of a provocative book of 1970s. Globalization is of great significance to both poor and rich nations, since competition now spans beyond borders.
    【R1】________
    "The world is too much with us," said Wordsworth. That could be the main complaint of many U.S. businesses that see themselves threatened by increases in imported goods. Imports were only 1 percent of the U.S. gross national products (GNP) in 1954; they were 6 percent of GNP in 1964 and 10 percent in 1984. The interdependence suggested by such terms as global village and world economy is being recognized by business managers. Therefore, many more U.S. firms, whether they like it or not, will be forced to become part of world markets and global competition. Meanwhile, other nations such as Japan and Germany have had open economies for some time. Their firms are more accustomed to selling in international markets. Hence, U.S. firms have some catching up to do to compete effectively and gain market share in world markets.
    【R2】________
    To compete in world markets, firms must have an in depth understanding of customers’ needs. If customers’ needs differ dramatically across countries and regions, a company must consider how to adapt its products and various elements of the marketing mix to customer needs. If prices must be lowered, the company needs to consider how to design a product to lower manufacturing costs and decide whether to manufacture the product at home or overseas to achieve lower costs. A well-articulated distribution and logistics system is needed to make goods and services available at the point of sale in sufficient quantities.
    Firms also need to develop global customer database and information systems to understand and respond to customer needs and purchasing decisions.
    【R3】________
    Firms must contend with both domestic and global competition. Global competitors could include large multinationals and state-owned enterprises that might be market share oriented rather than profit oriented as well as small local firms with other goals. Long-term success comes in part from monitoring, assessing and responding to actions by all sorts of competitors, especially through understanding the competitive and comparative advantages enjoyed by competitors, and finally ensuring success by offering more value, developing superior brand image and product positioning, broader product range, lower prices, higher quality and superior distribution services to more effectively meet customers’ needs.
    【R4】________
    International marketing creates a new level of complexity. In order to face this challenge, firms must consider staffing and allocating responsibilities across marketing units in different countries, and deciding which decision to decentralize or to control from headquarters, whether to develop standardized campaigns and plans, and how much local responsiveness is appropriate.
    【R5】________
    As firms attempt to market in the international arena, they not only face challenges from different competitors, but need to cope with cultural and economic differences that exist in the marketing infrastructure, such as the financial regulations imposed by local governments, and the impact of government policies, especially protectionist and other policies that may unfairly benefit competitors and create difficulty in market entry. To level the playing field, a firm may decide to begin manufacturing overseas to lower its costs and match the lower prices of strong international competition. Very often, a firm may not find it feasible to go alone into foreign markets. In this case, its international marketing endeavor becomes more complex as it joins with a local partner that has specialized knowledge of a specific market and its customers. Some firms find that local partners can force them to change the way they do business. A local partner may insist that the firm accept payment in kind: orange juice or wine in return for machinery, which means a firm has to peddle orange juice or wine around the world.
    Although the global market is attractive, U.S. firms have been slow to take advantage of it. The United States has always been one of the world’s largest markets. However, ignoring foreign markets and foreign competition has two dangers for U.S. companies: losing market share at home and not profiting from higher growth in markets overseas.
【R5】
选项
答案E
解析 复现结构+无关词排除法。考生定位本填空所对应的原文段落，该段落的段首出现了一个“not only but also”的句式，即they not only face challenges from different competitors, but need to cope with cultural and economic differences，这个句子总结性地说明了“美国企业为了进入国际市场，不但要面临着不同竞争对手的挑战，还需要应对文化和经济上的种种差异”。考生再分析一下之后的原文段落信息，可知是更加详细地在说明美国企业进入国际市场后要面对着各种不同的挑战和复杂情况。考生据此再与剩余的三个选项一一进行对比，发现C项Lowering prices by manufacturing overseas在本段落信息中有复现存在，即原文段落中的manufacturing overseas to lower its costs，但这个信息明显是原文段落庞大的信息体系中的一个具体的点，所以C项无法对整个原文段落进行全面概括，由此可知C项是出题人运用典型的“以偏概全”的手法所设置的干扰选项，予以排除。D项Facing threats of global markets提及了threats(威胁)，似乎与原文段落中they not only face challenges from different competitors，but need to cope with cultural and economic differences提及的challenges(挑战)有同义复现的概念，但原文段落的这个“not only, but also”句式已经说明了本段落不仅仅是在阐述“challenges(挑战)”的主题，因此D项也不能对本段落进行全面的概括和总结。因此本题答案只有E项Recognizing the constraints of global markets最为合理，此选项的核心主题是“constraints(约束，限制)”，其实纵观本段落所详细论述的国际市场的种种挑战和差异，就是在阐述全球市场由于其复杂性和多样性所形成的约束和限制，而美国企业需要意识到这种约束和限制，即Recognizing the constraints of global markets，因此本题答案为选项E。
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