_____ are boxed “inserts” on the screen that pop up as you arrive on the Internet or at a
Web site.
A.Search boxes
B.Target boxes
C.Eye blinders
D.Web advertisements
The America-First Corporation has employed Hofstede’s cultural dimension concept to
help domestic managers assigned to Japan better understand that culture. Domestic
managers will learn that much of the difficulty most Americans encounter in dealing
with the Japanese stems from the fact that the culture is a prime example of a(n):
A.small power distance/collectivist society.
B.small power distance/individualist society.
C.large power distance/collectivist society.
D.large power distance/individualist society.
The creation of worldwide goodwill toward the firm as a whole is the goal of:
A.global public relations.
B.global trade promotions.
C.point-of-purchase promotions.
D.in-store promotions.
Microsoft Corporation supports its global brands with heavy advertising that is seen and
heard in adjacent nations/markets not yet entered by the firm. Microsoft is hoping to
benefit from:
A.piggybacking.
B.market-hopping.
C.demand spillover.
D.scope economies.
Which of the following types of markets is characterized by rapid rate of economic
growth?
A.Mature economies
B.Newly industrialized economies
C.Agricultural economies
D.Raw material exporters
The distribution center concept is one of the approaches designed to improve:
A.packaging management.
B.inventory management.
C.production management.
D.promotion management.
Five stages can be identified in the gradual expansion sequence suggested by the
cultural distance effect. The first internationalization stage is:
A.local assembly.
B.foreign production.
C.indirect exporting, licensing.
D.establishing foreign sales subsidiary.
In a _____ strategy, the firm moves gradually into overseas markets.
A.wide-spread
B.overflow
C.waterfall
D.sprinkler
_____ products are characterized by standardization, which assures some uniform
features in all countries, while _____ products are unique to a particular trading area.
What is meant by conspicuous consumption?
A.Buying brands and products to show off.
B.Eating in a conspicuous location so as to watch others go by.
C.Buying a lot of groceries and being conspicuous about it.
D.Sneaking around to watch others and their behavior.
Which of the following is the BEST example of an equity-based strategic alliance?
A.Agreements to share
B.Partnerships
C.Contractual participation in projects
D.Joint ventures
Which of the following nations has the largest number of wholesaling
firms/enterprises?
A.The United States
B.Japan
C.Italy
D.France
In pricing a turnkey package, the seller:
A.generally prefers to sell an unbundled system.
B.while choosing an unbundling option, encourages buyer participation only in those
areas in which the seller has no FSAs.
C.will never provide performance guarantees.
D.prices areas where the firm’s proprietary know how and FSAs are lodged very low to
discourage the customer from going elsewhere.
Market aggregators typically display all of these characteristics EXCEPT:
A.small Internet start-ups with ties to one or two large researchers and several smaller,
specialized research firms.
B.fly-by-night hackers breaking into the data banks of the original suppliers.
C.revenues and profits are divided between the aggregators and the original researchers
according to contract provisions
D.make their living from the business of acquiring, cataloging, reformatting,
segmenting, and reselling reports already published by large and small research firms.
Which of the following is not a requirement for an expatriate manager?
A.Should have spent time in the country they are to work in.
B.Should have at least moderate language capability.
C.Should be willing to adapt to some local customs.
D.Should understand the “what” of doing business in a new culture.
Culture primarily influences the _____ of business.
A.what
B.how
C.when
D.where
The capability of a global firm to attack a competitor in several markets, and to defend
a market by countering elsewhere is referred to as:
A.strategic intent.
B.competitive repertoire.
C.integrated competitive moves.
D.leveraged local presence.
Advertising has been one of the last components of the marketing mix to be globalized
because:
A.globalization offered few cost savings.
B.globalization was illegal in many foreign markets.
C.advertising is directly impacted by the diversity of cultural traditions of foreign
markets.
D.global brands did not exist until 1990.
International advertising that has been deliberately adapted to particular markets and
audiences in message and/or creative execution is called:
A.multidomestic advertising.
B.country-specific advertising.
C.localized advertising.
D.global advertising.
All of the following factors encourage the emergence of gray trade EXCEPT:
A.substantial price differences between national markets.
B.stringent localization modifications required for standardized products.
C.a limited availability of certain models or versions in one market.
D.ease of transportation and importation.
Tariffs, regulations, and national security concerns have traditionally been designed to
favor:
A.foreign entries.
B.strategic groups.
C.competitive rivals.
D.domestic competitors.
Government/state economic enterprises are the major buying groups in:
A.seekers.
B.dependent societies.
C.luxury and leisure societies.
D.climbers.
The parallel distribution of genuine goods by intermediaries other than authorized
channel members is called:
A.gray trade.
B.dual distribution.
C.the black market.
D.logistics diffusion.
Prior to an abrupt change from a local to a global brand, many firms heavily advertise
the event to educate the market and prepare it for the change. This approach is called:
A.summary axing.
B.fade-out/fade-in.
C.brand extension.
D.forewarning.
The MOST immediate benefit from using the global reach of media and the similarity
of message is:
A.the ability to reach gray trade markets.
B.immediate reductions in production costs.
C.freedom from dependence upon local media.
D.enhanced brand image.
If a company identifies a segment as a “heavy user” or “light user” category, it is in
which stage of market identification?
A.Macrosegmentation
B.Cluster analysis
C.Benefit segmentation
D.Microsegmentation
MontBlanc has successfully used its image of fountain pens to “spread” its brand to
related luxury items, such as jewelry and leather goods. This attempt would be BEST
described as:
A.brand proliferation.
B.brand extension.
C.brand dilution.
D.brand equity.
The Asian markets’ desire for _____ has made many multinationals with more mundane
products use global standardization in their positioning strategies as well.
A.groupthink
B.harmonious whole
C.global identification
D.full-line policies
Which of the following represents the MOST traditional form of direct marketing?
A.Telemarketing
B.Direct response television
C.Interactive television
D.Mail order
Most global products were “traditionally” successful “home” products that were
gradually introduced abroad under a(n) _____ strategy.
A.localization
B.sprinkler
C.waterfall
D.exportation
Which of the following is MOST closely associated with the assertion that consumers
tend to perceive higher-priced products as having higher quality?
A.Country-of-origin effects
B.Brand image effects
C.Country-of-origin bias
D.Price-quality relationship
As the Hershey Corporation became increasingly active in global marketing, the firm
became more ethnocentric in its outlook. This probably represented a major change in
Hershey’s:
A.corporate culture.
B.accounting procedures.
C.financial strength.
D.production processes.
The Chinese subsidiary of the KFC Corporation needs to acquire additional foreign
exchange. The firm may be able to gain access to the needed foreign exchange by
dealing with other firms having an excess of available foreign exchange by dealing with
the:
A.foreign exchange swap market.
B.foreign exchange bank.
C.foreign exchange control center.
D.chinese foreign exchange ministry.