In marketing research, once the problem has been identified it is translated into:
a. a secondary research search.
b. a primary research search.
c. specific research questions.
d. a sampling process.
e. a choice of scales to be used in measurement.
With respect to standardization of research results, even when dealing with cross-
country marketing research, which of the following entities usually desires
standardization of data collection, sampling procedures, and survey instruments?
a. the local government
b. the local research agency
c. the local subsidiary
d. the home office
e. the home research agency
An example of portfolio investment (or indirect investment) in foreign markets is:
a. production facilities.
b. computers.
c. stocks and bonds.
d. buildings.
e. manufacturing facilities.
Procter & Gamble has attempted to cut back on _____________ strategy incentives
by introducing every-day-low-pricing.
a. push
b. pull
c. conventional
d. vertical
e. horizontal
With respect to Hofstede’s cultural classification scheme, cultures where people favor
values such as solidarity, preserving the environment, and quality of life are more
______________.
a. feminine
b. masculine
c. collectivist
d. individualist
e. none of the above
Which of these would NOT be a barrier to Internet marketing?
a. preference for face-to-face business transactions
b. lack of familiarity with credit cards
c. strict Internet security measures
d. website wording, logos, and colors
e. patriotism
A firm’s positioning strategy depends on the following factors EXCEPT:
a. strategic alliances.
b. target market.
c. product category.
d. positioning approach.
e. economic development.
All of the following are drivers that govern global pricing decisions EXCEPT:
a. company
b. customers
c. controls
d. competition
e. channels
Because of the Asian financial crisis, Thailand lost almost _______ percent of its
baht’s purchasing power in dollar terms in 1997.
a. 30
b. 40
c. 50
d. 60
e. 80
Another term to describe the portfolio of media choices (and variations within those
choices) is called:
a. media decision making.
b. media super structure.
c. media infrastructure.
d. media bias.
e. media method.
Message consistency (an advertising standardization issue) matters a great deal in
markets with extensive media overlap or for goods that are sold to ‘cosmopolitan’
customers who travel the globe. The best example of a product or service that fits the
above is:
a. beer.
b. banking.
c. a beef product.
d. an automobile.
e. cosmetics.
Global marketing strategy realizes that ___________________ leads to higher costs.
a. operational fragmentation
b. standardization
c. production ISO standards
d. market promotion
e. high technology robots
The term that describes a price of one good in terms of another is called:
a. comparative terms of trade.
b. regional terms of trade.
c. factor endowment theory.
d. global terms of trade.
e. commodity terms of trade.
All of the following can be characterized as being significant trends or developments
in the international media landscape EXCEPT:
a. growing commercialization and deregulation of mass media.
b. shift from radio and print to TV advertising.
c. rise of global and regional media.
d. growing importance of state controlled advertising.
e. improved monitoring.
When independent U.S. middlemen market a firm’s goods in an overseas market,
they are called ______________________. They market through their own network
of foreign distributors and their own sales force.
a. exporters
b. export specialists
c. export representatives
d. distribution specialists
e. parallel exporters