《跨境電子商務(wù)雙語(yǔ)教程》練習(xí)題庫(kù)答案AnswertoQuestionBankforBilingualCourseofCross-BorderE-Commerce2024年8月August,2024Chapter4OnlineMarketingandPlanningofCross-BorderE-Commerce第4章跨境電商網(wǎng)絡(luò)營(yíng)銷(xiāo)與策劃1.Multiplechoice單選題（1）(D)Whichoneoffollowingarenotexternalmicroenvironmentmembers?A.CompetitorB.SupplierC.CustomerD.Exchangerate（2）(D)Astonewproductspricingstrategy,whichoneoffollowingiscorrect?A.SkimmingpricingstrategyB.PenetrationpricingstrategyC.SatisfactionpricingstrategyD.Allofthem （3）(C)AstoSocialMediaMarketing(SMM),Whichoneoffollowingstatementisnotcorrect?A.SMMcanhelpenhanceproductsalesandbrandinfluenceB.SMMcaneffectivelyreducethemarketingcostofenterprisesC.ThespecificmethodsofSMMmainlyincludesearchengineoptimizationandpaidpromotion.D.SMMcanrealizetheprecisionmarketingoftargetusers（4）(C)Astoshortvideomarketing,Whichoffollowingstatementarenotcorrect?A.ShortvideomarketingisakindofcontentmarketingB.Advertisingproductplacementmarketingofinfluenceristhemostlyusedwaytodotheshortvideomarketingforcross-bordere-commerceenterprisesC.ShortvideomarketinghasthecharacteristicsofinteractivityD.Atpresent,shortvideosaremainlyspreadonmobilephones（5）(C)IntheAliExpressplatform,whichoneoffollowingmarketingtoolcanincreasetheaveragetransactionvalue?A.FullstorediscountB.FalshsalesC.xxxoffonpurchaseoverxxxD.Limitedtimeandlimitedquantitydiscount（6）（D）Astotraditionalmarketingandonlinemarketing,whichoneoffollowingchoiceisnotcorrect?A.Traditionalmarketingisonetypeofmarketingthatutilizesmedia,TV,ormagazinetoadvertiseanybusiness'sservicesandproducts.B.Onlinemarketingisonetypeofmarketingthatusestheinternetandsocialmediaforadvertisingbusinesses.C.Onlinemarketingisatwo-waycommunication.D.Traditionalmarketingisatwo-waycommunication.（7）（D）Whichofthefollowingchoiceincorrectlydescribesthepurposeofcross-borderonlinemarketing?A.Establishandmaintaincustomerrelationships;B.Collectdirectresponsesfromcustomers;C.ReleaseinformationthroughtheInternet;D.IncreaseordervolumebyTVadvertisement;（8）（D）Whichstrategiesis(are)includedforinternationaltargetmarketselection?A.UndifferentiatedstrategyoftargetmarketselectionB.DifferentiatedstrategyoftargetmarketselectionC.CentralizedstrategyoftargetmarketselectionD.Allofthem（9）(C)Intheprocessofformulatinganinternationalmarketingstrategy,thefirststepis:A.DevelopmarketingstrategiesB.PreparemarketingplansC.Analyzethemarketenvironment(SWOTanalysis)D.Definemarketingobjectives（10）(B)WhichofthefollowingisNOTpartofthepsychologicalpricingstrategyincross-bordere-commercepricing?A.CharmpricingB.PenetrationpricingC.PrestigepricingD.Leveragingconsumers'"highpriceequalshighquality"mindset（1）（D）下列哪一項(xiàng)不是外部微環(huán)境成員？A.競(jìng)爭(zhēng)對(duì)手B.供應(yīng)商C.客戶D.匯率（2）（D）關(guān)于跨境電商新產(chǎn)品定價(jià)策略，以下哪個(gè)選項(xiàng)是正確的？A、略讀定價(jià)策略B.滲透定價(jià)策略C、滿意定價(jià)策略D.全部都是（3）（C）以下哪項(xiàng)關(guān)于社交媒體營(yíng)銷(xiāo)（SMM）的陳述不正確？A、SMM有助于提高產(chǎn)品銷(xiāo)售和品牌影響力B、SMM能有效降低企業(yè)的營(yíng)銷(xiāo)成本C、SMM的具體方法主要包括搜索引擎優(yōu)化和付費(fèi)推廣D、SMM可以實(shí)現(xiàn)對(duì)目標(biāo)用戶的精準(zhǔn)營(yíng)銷(xiāo)（4）（C）以下哪項(xiàng)關(guān)于短視頻營(yíng)銷(xiāo)的陳述是不正確的？A、短視頻營(yíng)銷(xiāo)是一種內(nèi)容營(yíng)銷(xiāo)B、網(wǎng)紅廣告植入式營(yíng)銷(xiāo)是跨境電商企業(yè)進(jìn)行短視頻營(yíng)銷(xiāo)的主要方式C、短視頻營(yíng)銷(xiāo)具有互動(dòng)性的特點(diǎn)D、目前，短視頻主要通過(guò)手機(jī)傳播（5）（C）在AliExpress平臺(tái)中，以下哪種站內(nèi)營(yíng)銷(xiāo)工具可以增加客單價(jià)？A、全店鋪打折B、秒殺C、全店鋪滿減活動(dòng)D、限時(shí)限量折扣（6）（D）對(duì)于傳統(tǒng)營(yíng)銷(xiāo)和網(wǎng)絡(luò)營(yíng)銷(xiāo)，以下哪一種描述不是正確的？A.傳統(tǒng)營(yíng)銷(xiāo)是一種利用媒體、電視或雜志為任何企業(yè)的服務(wù)和產(chǎn)品做廣告的營(yíng)銷(xiāo)方式；B.網(wǎng)絡(luò)營(yíng)銷(xiāo)是一種利用互聯(lián)網(wǎng)和社交媒體進(jìn)行廣告業(yè)務(wù)的營(yíng)銷(xiāo)方式；C.網(wǎng)絡(luò)營(yíng)銷(xiāo)是一種雙向溝通；D.傳統(tǒng)營(yíng)銷(xiāo)是雙向溝通；（7）（D）以下哪項(xiàng)描述關(guān)于跨境電商在線營(yíng)銷(xiāo)目的描述錯(cuò)誤的是______？A.建立和維護(hù)客戶關(guān)系；B.收集客戶的直接反饋；C.通過(guò)互聯(lián)網(wǎng)發(fā)布信息；D.通過(guò)電視廣告增加訂單量；（8）（D）國(guó)際目標(biāo)市場(chǎng)選擇的正確策略包括______？A.目標(biāo)市場(chǎng)選擇的無(wú)差別策略B.目標(biāo)市場(chǎng)選擇的差異化策略C.目標(biāo)市場(chǎng)選擇的集中策略D.全部都是（9）（C）在國(guó)際市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略制定過(guò)程中，第一步是：A.制定營(yíng)銷(xiāo)策略B.編制營(yíng)銷(xiāo)計(jì)劃C.分析市場(chǎng)環(huán)境（SWOT分析）D.確定營(yíng)銷(xiāo)目標(biāo)（10）（B）以下哪項(xiàng)不屬于跨境電商產(chǎn)品定價(jià)策略中的“心理定價(jià)策略”？A.尾數(shù)定價(jià)B.滲透定價(jià)C.聲望定價(jià)D.利用消費(fèi)者“價(jià)高質(zhì)優(yōu)”心理2.TrueorFalse判斷題（1）(T)ThepoliticalfactorsinPESTanalysismainlyincludepoliticalsituation,unexpectedpoliticalevents,politicalstability,relevantgovernmenttradepolicies,relevantlawsandregulations.（2）(F)ThemostfamoussocialnetworkplatformsareDingtalk,YouTubeandInstagram..（3）(T)Atpresent,theglobalmainstreamsearchenginesincludeGoogle,Bing,Yahoo,Baidu,Yandex,etc.（4）(F)InAliExpressplatform,thefullstorediscountisadiscounttoolthatthesellercanchoosetheproductandtimeoftheactivity,setthepromotiondiscountandinventory.（5）(T)Thespecificmethodsofsearchenginemarketingmainlyincludesearchengineoptimizationandpaidpromotion.（6）（F）Comparedtotraditionalmarketing,onlinemarketingismuchsimplertotrackaudienceinvolvementandcollecttheirdataforfutureuse.

（7）（T）Thecross-bordere-commerceon-siteplatformcommunitysharingmeansthewholeplatformislikeabigonlinecommunitywithmanyusersrecommendingproductdiscountinfoandpriceratios.（8）（T）Livestreamingmarketingisamarketingmethodusingthelivestreamingplatformasacarrier,simultaneouslyproducingandbroadcastingprogramsalongwithon-siteeventstopromotethebrandorincreasesales.（9）(T)Thecoreofinternationaltargetmarketpositioningistoseekdifferentiationadvantagesovercompetitors.（10）(F)InAliExpress,keywordsearchcanonlybeobtainedthroughtheplatform'sdropdownmenu,andthird-partytoolsareunavailable.（1）（對(duì)）PEST分析中的政治因素主要包括政治形勢(shì)、突發(fā)政治事件、政治穩(wěn)定、政府相關(guān)貿(mào)易政策以及相關(guān)法律法規(guī)。（2）（錯(cuò)）最著名的社交網(wǎng)絡(luò)平臺(tái)是釘釘、YouTube和Instagram.。（3）（對(duì)）目前全球主流搜索引擎包括谷歌、必應(yīng)、雅虎、百度、Yandex等。（4）（錯(cuò)）在速賣(mài)通平臺(tái)中，全店鋪打折是一種折扣工具，賣(mài)家可以選擇活動(dòng)的產(chǎn)品和時(shí)間，設(shè)置促銷(xiāo)折扣和庫(kù)存。（5）（對(duì)）搜索引擎營(yíng)銷(xiāo)的具體方法主要包括搜索引擎優(yōu)化和付費(fèi)推廣。（6）（錯(cuò)）與線上營(yíng)銷(xiāo)相比，傳統(tǒng)營(yíng)銷(xiāo)更容易跟蹤受眾參與情況并收集他們的數(shù)據(jù)以供將來(lái)使用。

（7）（對(duì)）跨境電商平臺(tái)社區(qū)共享意味著整個(gè)平臺(tái)就像一個(gè)龐大的在線社區(qū)，許多用戶推薦產(chǎn)品折扣信息和價(jià)格比例。（8）（對(duì)）直播營(yíng)銷(xiāo)是一種以直播平臺(tái)為載體，在現(xiàn)場(chǎng)活動(dòng)的同時(shí)制作和播放節(jié)目，以推廣品牌或增加銷(xiāo)售額的營(yíng)銷(xiāo)方法。（9）（對(duì)）國(guó)際目標(biāo)市場(chǎng)定位的核心是尋求與競(jìng)爭(zhēng)對(duì)手的差異化優(yōu)勢(shì)。（10）（對(duì)）在速賣(mài)通平臺(tái)中，關(guān)鍵詞搜索僅能通過(guò)平臺(tái)下拉框獲取，無(wú)法使用第三方工具。3.Casestudy案例分析AnkerInnovationAnkerinnovationwasfoundedin2011.ItsmainbusinessistoproduceAnkerbrandsmartchargersandmobilepowersupplies,andsellitsproductstotheworldthroughAmazon,AliExpress,eBayandothercross-bordere-commerceplatforms.Ankerinnovationisthefirstsellerofcross-bordere-commerceinChina.Inrecentyears,theinnovativeproductlineofAnkerhasbecomemoreandmoreabundant.IthasalsodevelopedanumberofsmarthardwarebrandssuchassmarthomeEufyandsmartProjectionNebula,andhasachievedverygoodresultsinoverseasmarkets.AnkerInnovationwaslistedontheShenzhenStockExchangeonAugust24,2020.Intheearlydays,Ankerreliedontheinfluencermarketingontheforumwhendoingoverseasmarketing.BecauseAnkerisascientificandtechnologicalproduct,itfoundsomescientificandtechnologicalforums,andsentproductstoinfluencerforfree,andthengetsattentionthroughinfluencerevaluationarticles.Atthesametime,Ankerpaysmoreattentiontotheuniquevalueofvideo,whichisintuitive,conciseandpersuasive.AnkeropenedtheofficialaccountofYouTubeinNovember2012.Sofar,ithasreleased79videosandwatchedmorethan94milliontimes.AnkerhasalsoestablisheditsownmainaccountsonFacebook,Twitter,InstagramandLinked-intolaunchnewproducts,dailypublicityanduserinteraction.Forexample,Facebookhasaccumulated360,000fans.Inrecentyears,Ankerhasbeenincreasinginvestmentintheofficialwebsiteofthebrand(orbrandindependentstation).ThesignificanceofAnkeristoopenupabrandexclusivestage,andallitsnewproductswillbesoldontheofficialwebsitefirst.Alotoftrafficisdirectguideindependentstation,themostdirectreflectedintheofficialwebsitesalesperformance.From2017to2020,Anker'srevenueshareinAmazonwilldecreaseyearbyyear,whiletherevenueshareofindependentstationsontheofficialwebsitewillcontinuetoincrease.Thishasalsobecomethetargetformanycross-bordere-commerceenterprisestoimitatetheconstructionofindependentstations.Resource:/Question:(1)HowdoesAnkerdocross-bordere-commercemarketinginthiscase?(2)WhatdoyouexpectAnkertodonext?(3)Whatistheinspirationofthiscasetoyouwhoarestartingacross-bordere-commercebusiness?安克創(chuàng)新安克創(chuàng)新成立于2011年，主營(yíng)業(yè)務(wù)是生產(chǎn)Anker品牌的智能充電器和移動(dòng)電源，并通過(guò)亞馬遜、速賣(mài)通、eBay等跨境電子商務(wù)平臺(tái)將自己產(chǎn)品銷(xiāo)往全球，是中國(guó)跨境電商第一賣(mài)家。最近這幾年安克創(chuàng)新的產(chǎn)品線也越來(lái)越豐富，還開(kāi)拓了智能家居Eufy、智能投影Nebula等多個(gè)智能硬件品牌，并在海外市場(chǎng)取得了非常不錯(cuò)的成績(jī)。安克創(chuàng)新于2020年8月24日在深交所創(chuàng)業(yè)板掛牌上市。早期的Anker在做海外營(yíng)銷(xiāo)的時(shí)候，依賴論壇上的紅人營(yíng)銷(xiāo)的。因?yàn)锳nker是科技產(chǎn)品，所以找了很多科技電子類(lèi)的論壇，通過(guò)免費(fèi)寄送產(chǎn)品給紅人，進(jìn)而通過(guò)紅人測(cè)評(píng)文章獲得關(guān)注。同時(shí)，Anker比較注重視頻這種方式對(duì)用戶直接詮釋產(chǎn)品特點(diǎn)的獨(dú)有價(jià)值，直觀、簡(jiǎn)潔，并且具有說(shuō)服力。Anker2012年11月開(kāi)通了YouTube官方賬號(hào)，迄今為止發(fā)布視頻79個(gè)視頻，觀看次數(shù)超過(guò)9,400萬(wàn)次。Anker還陸續(xù)的在Facebook、Twitter、Instagram以及Linkedin上，都建立了自己的主賬號(hào)，用來(lái)發(fā)布新品，日常宣傳，用戶互動(dòng)，比如Facebook現(xiàn)在已經(jīng)積累了36萬(wàn)粉絲。近幾年，Anker更是不斷加大品牌官網(wǎng)（或稱品牌獨(dú)立站)的投入，其的意義在于開(kāi)辟了一塊屬于品牌的專(zhuān)屬舞臺(tái)，旗下所有新產(chǎn)品都會(huì)在官網(wǎng)先行發(fā)售。很多流量是直接引導(dǎo)獨(dú)立站上，最直接的體現(xiàn)在了官網(wǎng)的銷(xiāo)售業(yè)績(jī)上。2017年到2020年，Anker在亞馬遜的收入占比逐年下降，而官網(wǎng)獨(dú)立站的收入占比卻在不斷增長(zhǎng)。這也成為后面眾多跨境電商企業(yè)做獨(dú)立站建設(shè)模仿的對(duì)象。資料來(lái)源：/問(wèn)題：案例中Anker是如何做跨境電商營(yíng)銷(xiāo)的？你預(yù)計(jì)Anker的下一步將做什么？本案例對(duì)做跨境電商創(chuàng)業(yè)的你有何啟示？Thereisnostandardanswer.ANKER'ssuccesscomesfromsolidproductdevelopm