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.
【R1】
选项
答案A
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，首先发现原文段落中多处出现了数字线索，如下："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. 考生把上述数字线索串起来分析一下，发现均是在阐述imposed goods(进口商品)在美国经济中所占比例逐年升高。之后，原文段落的中部位置出现了一个表示上下文存在因果逻辑关系的关键标志词Therefore，而这个关键标志词说明之前的原文信息，即“进口商品在美国经济中所占比例逐年升高”会造成一个结果。考生根据这个思路重点去分析Therefore之后的原文信息，把握到底造成了什么样的结果。在关键标志词Therefore之后出现的原文信息为many more U.S. firms, whether they like it or not, will be forced to become part of world markets and global competition，即“更多的美国企业将被迫成为世界市场和全球竞争的一部分”。考生依据所把握的上述原文段落的主题信息，再去与7个待选项进行对比分析，首先可以用无关词排除法排除无关选项，B、C、E和G项中的核心主题信息在本填空对应的原文段落信息中均未提及，明显是无关选项，均予以排除。在剩余的三个选项中，D项Facing threats of global markets主要阐述了原文段落前半部的信息，即标志词Therefore之前的原文信息，而原文段落的主旨信息恰恰是标志词Therefore之后的原文信息所表达的，而标志词Therefore之后的原文信息所表述的是“更多的美国企业将被迫成为世界市场和全球竞争的一部分”，最符合这个信息的选项显然是A项Entering international markets，这个小标题的信息才是对本段落主旨的概括和总结，因此A项为本题答案。
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