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30) According to Levitt, which of the following statements is true?
A) Technology drives the world toward a converging commonalty.
B) There are accustomed differences in national preferences.
C) The multinational corporation operates in a number of countries at low relative costs.
D) The global corporation operates with resolute consistency at high relative costs.
31) The continuing persistence of ________ differences between nations acts as a major brake on
any trend toward global consumer tastes and preferences.
A) technological and industrial
B) institutional and political
C) cultural and economic
D) GNP level and growth rate
32) The identification of distinct groups of consumers whose purchasing behavior differs from
others in important ways is known as
A) market segmentation.
B) market penetration.
C) diversification strategy.
D) differentiation.
33) Marriott owns many brands of hotels, such as W Hotels, which is a luxury brand; Westin
hotels, which is an upscale brand; and Fairfield Inns, which are midscale. Marriott is marketing its
hotels based on
A) market segmentation.
B) market penetration.
C) diversification strategy.
D) differentiation.
34) If market segments transcend national borders
A) the company should develop unique products for each national market.
B) the company can view the global market as a single entity and pursue a global strategy.
C) a localization strategy would be appropriate.
D) consumers will have differing purchasing behavior in different nations.
35) The most important aspect of a country's cultural differences, particularly important in
foodstuffs and beverages, is the impact of
A) values.
B) traditions.
C) norms.
D) attitudes.
36) Consumers in highly developed countries value ________ as compared to their counterparts in
less developed nations.
A) product price
B) product reliability
C) product attributes
D) product value
37) Contrary to Levitt's suggestions, consumers in the most developed countries are often
A) willing to sacrifice their preferred attributes for lower prices.
B) not willing to pay more for products that have additional features customized to their tastes.
C) not willing to sacrifice their preferred attributes for lower prices.
D) willing to accept globally standardized products that have been developed with the lowest
common denominator in mind.
38) The process of identifying distinct groups of consumers whose purchasing behavior differs
from others in important ways is known as
A) demographic analysis.
B) market segmentation.
C) product mix.
D) consumer behavior analysis.
39) Consumers in the most developed countries are
A) typically most interested in products that have been developed with the lowest common
denominator in mind.
B) typically willing to sacrifice their preferred product attributes for lower prices.
C) often prefer globally standardized products.
D) often not willing to sacrifice their preferred attributes for lower prices.
40) Differences in ________ constrain the globalization of markets.
A) technical standards
B) measurement systems
C) manufacturing processes
D) energy costs
41) There is a tendency for greater retail concentration in
A) rural areas.
B) developed countries.
C) urban areas.
D) developing countries.
42) The number of intermediaries between the producer and the consumer is known as the
A) channel quality.
B) marketing mix.
C) channel length.
D) experience curve.
43) A channel is considered to be very short if the producer sells
A) through an import agent.
B) through a wholesaler.
C) through a retailer.
D) directly to the consumer.
44) Countries with ________ retail systems tend to have long channels of distribution.
A) fragmented
B) intermarket
C) concentrated
D) exclusive
45) ________ is one that is difficult for outsiders to access.
A) A concentrated retail system
B) An exclusive distribution channel
C) A private distribution channel
D) A fragmented retail system
46) The means a firm chooses for delivering the product to the consumer is its
A) communication strategy.
B) segmentation strategy.
C) product attributes.
D) distribution strategy.
47) The way a product is delivered is determined by the
A) firm's entry strategy.
B) firm's product positioning.
C) target market.
D) market segments.
48) In a concentrated retail system
A) there are many retailers who have a major share of the market.
B) there are many retailers, none of which has a major share of the market.
C) a few retailers supply a small segment of the market.
D) a few retailers supply most of the market.
49) A country with high car ownership, a large number of households with refrigerators, and a
large number of two-income families tends to have
A) retail division.
B) retail dispersion.
C) retail concentration.
D) retail fragmentation.
