Those middlemen that sell directly to the ultimate consumer are called:
A.agents.
B.brokers.
C.wholesalers.
D.retailers.
Porter’s concern with buyer and supplier power relate to John Kenneth Galbraith’s
concept of:
A.monopoly.
B.countervailing power.
C.local control.
D.cartel dislocation.
Which of the following is NOT a distinct advantage of a waterfall strategy over a
sprinkler strategy?
A.Introducing in a few countries that are likely to show early takeoff can win internal
support for continued marketing of the new product.
B.It can fully exploit economies of scale and experience in R&D and manufacturing by
exposing the new product to a maximum number of markets.
C.Takeoff in one country increases the likelihood the company can convince
distribution channels in other countries with slower takeoffs.
D.An early takeoff generates revenues and profits for the company, which it can use to
improve the product and market it more aggressively.
Which of the following countries had the highest GDP Per Capita in Asia in 2007?
A.Singapore.
B.Hong Kong.
C.Indonesia.
D.Malaysia.
During which phase of global marketing is assessment of the market, customer
segments, and competitive offerings often done through informal methods and by
independent middlemen?
A.Foreign entry phase
B.Local marketing phase
C.Foreign entry and local marketing phases
D.Global management phase
The problems associated with the respondent’s tendency to answer questions in a way
that will “satisfy” the interviewer or protect their own ego are called:
A.demand characteristics.
B.respondent “lie-scales”.
C.survey scaling.
D.sample selection.
With the 1994 ratification of _____, Mexico emerged as the “gateway” to Lain
America.
A. LAIA
B. NAFTA
C. MERCOSUR
D. ANCOM
Which of the following is the MOST typical objective of global marketers?
A.gaining scale and scope returns at home
B.learning from a leading market
C.pressuring competitors
D.exploiting market potential and growth
In several of its foreign markets, the Anne Klein Corporation has problems with
nonauthorized middlemen gaining access to their products and selling them at lower
prices than those charged by authorized retailers. The firm’s problem is an example of a
phenomenon called:
A.gray trade.
B.countertrade.
C.counterfeiting.
D.intrabrand competition.
The basic factor supporting the emergence of large, integrated wholesaling has come
from improvements in global:
A.exchange rates.
B.tariff barriers.
C.infrastructure.
D.ad valorem policies.
The same model of Panasonic camcorder is sold at two different retail outlets at two
different prices. What is this marketing practice called?
A.Intrabrand competition
B.Interbrand competition
C.Inter-retail commerce
D.Illegal retail commerce
For which of the following types of purchases the consumer is likely to spend the
LEAST amount of time identifying and evaluating purchase alternatives?
A.Highly visible products
B.Convenience products
C.High-risk products
D.Expensive goods
When Dell Corporation uses the Internet as an advertising medium, it places full-screen
ads that users must pass through to get to the other screens they wish to view. These ads
are called:
A.roadblocks.
B.portals.
C.transactional ads.
D.tickers.
Microsoft Corporation is preparing to produce a regression-based forecast of sales.
Which of the following would probably be employed as one of the independent
variables in this effort?
A.Annual industry sales
B.Sales growth per annum
C.GNP
D.Growth in import sales
The global marketing director typically performs all of the following duties EXCEPT:
A.profit accountability for individual SBUs and major product lines.
B.coordination of all functions affecting the lines for which they are accountable.
C.design, creation, and maintenance of global marketing systems.
D.designing of local market advertising campaigns.
As people travel internationally for business or pleasure, airport shops become
important distribution outlets for product categories such as cosmetics, cameras, and
fashion goods. This favors global branding by gaining benefits from:
A.location economies.
B.gray trade.
C.global customers.
D.customization.
Kraft Corporation emphasizes the identification of and entry into foreign segments
which would require the least change in the firm’s products and practices. The firm will
seek out:
A.similar segments allowing similar positioning.
B.universal segments requiring adapted positioning.
C.different segments requiring unique positioning.
D.different segments allowing similar positioning.
All of the following statements about the factors necessary for effective in-store
promotions are true EXCEPT:
A.effective in-store promotions must be supported by trade promotions.
B.the handling of in-store promotions must be professionally and carefully done to
avoid embarrassing the consumer.
C.in-store promotions work best when the consumer expects to make choices in the
store.
D.trade promotions are the only forms of promotional activity that are uniformly
successful in all parts of the world.
Computel Corporation, a major innovator of computer hardware and software, had
considered the use of Chinese special economic zones for the production of products
destined for re-export to other Asian markets. In spite of the cost advantages at these
zones, the firm decided to produce for the Asian markets in other, slightly more
expensive, locations. Which of the following was probably the major reason behind
Computel’s decision?
A.Political risk
B.The threat of copyright infringement
C.Volatile exchange rates
D.China’s loss of MFN status
The America-First Corporation, a major developer of high-resolution television
technology, has tied-up with several Japanese electronics firms at work on the same
project. The firm has explained its strategy by stating that it is in the interest of all firms
in the industry to make sure that the single best format is offered to the market.
America-First’s collaboration with its Japanese rivals would be BEST described as a(n):
A.manufacturing alliance.
B.distribution alliance.
C.monopolistic alliance.
D.R & D alliance.
Which of the following statements regarding Wal-Mart’s mode of entry in several
countries is correct?
A.Wal-Mart followed a gradual waterfall kind of process.
B.Wal-Mart opened stores in several locations simultaneously to take advantage of
location economies.
C.Wal-Mart has always preferred entry though greenfield investment.
D.Wal-Mart’s global expansion strategy has always been successful.
The America-First Corporation holds a long-standing licensing agreement with several
firms in Europe under which those firms market the America-First’s products in their
local markets. America-First’s arrangement is MOST similar to a(n):
A.distribution alliance.
B.manufacturing alliance.
C.R & D alliance.
D.joint venture.
The totality of benefits that the individual receives or experiences while buying the
product is described by the:
A.core service.
B.formal service package.
C.generic benefit package.
D.augmented service.
The United State’s traditional concern with infrastructure gives it a favorable position in
which of the following portions of Porter’s diamond of national advantage?
A.Factor conditions
B.Demand conditions
C.Related and supporting industries
D.Firm strategy, structure, and rivalry.
The typical U.S. manager is most likely to encounter difficulty in countries which are:
A.strongly oriented toward individualism.
B.low in authoritarianism.
C.oriented toward uncertainty avoidance.
D.characterized by low power distance.
Wherever group pressures to conform are strong, multi-attributed evaluation is likely to
be overridden by:
A.price concerns.
B.distribution concerns.
C.social norms.
D.whims and fancies
All of the following are advantages of licensing EXCEPT:
A.dissipation.
B.tariff avoidance.
C.reduced need for market research and knowledge.
D.strong local market support.
The America-First Corporation has begun an extensive telemarketing campaign in
Great Britain. The firm’s strategy for entering this market is an example of the use of:
A.direct exporting.
B.licensing.
C.indirect exporting.
D.exporting.
Under the fact based approach to budgeting and planning:
A.over- and under investments are rampant-yet no one knows where or by how much.
B.marketing’s total budget appears arbitrary and indefensible.
C.senior management gains confidence in its level of marketing investment.
D.outsized increases go to the biggest markets and the “squeaky wheels.”
John Paul is attempting to choose from several products to satisfy his home
entertainment needs. He is approaching this task by applying the product information he
has collected to evaluate the pros and cons of each alternative against his entertainment
preferences. John is currently engaged in:
A.a multi-attributed evaluation.
B.evoked set definition.
C.choice expansion analysis.
D.new want evaluation.
The assistance of a local with legal expertise is most important during the:
A.closing stage.
B.preparation stage.
C.objection stage.
D.prospecting stage.
Transfer prices should reflect the prices a subsidiary would face in the open market
under the concept of:
A.price escalation.
B.arm’s length pricing.
C.price controls.
D.hedging.
The Marvel Corporation has contracted with an independent agent to represent the firm
in its foreign markets. By so doing, the firm has gained the services of a firm familiar
with its markets while avoiding the costs of managing their export affairs. Marvel is
making use of:
A.a joint venture.
B.an export management company.
C.a franchising arrangement.
D.direct exporting.
Which of the following marketing activities tends to be MOST distrusted in Russia?
A.Pricing
B.Distribution
C.Marketing research
D.Personal selling