In foreign market purchase decisions, _____ is/are often decisive.
A.brand equity
B.social and cultural norms
C.pricing deals
D.packaging
Tropicana Dole Beverages International, now a unit of PepsiCo entered into Argentina
because of all of the following EXCEPT:
A.its strong economy.
B.concentration of affluent consumers.
C.lack of premium chilled juice competitors.
D.to solve its currency crisis at the beginning of 2002.
Which of the following is NOT part of a company’s promotion mix?
A.Advertising
B.Packaging
C.Personal selling
D.Publicity
Deep Sea Time Corporation routinely attempts to garner press coverage for its
shock-resistant, waterproof watches by dropping them from helicopters, sending them
over the Niagara Falls, and other “stunts.” The firm is hoping to gain “free coverage”
through:
A.point-of-purchase promotions.
B.sponsorships.
C.event marketing.
D.cross-marketing.
Manufacturing companies need not investment in technology transfer since:
A.these factors often represent intangibles.
B.the incentive to go abroad is not as strong.
C.the final product embodies the advantages already.
D.the results of these efforts can be uncertain.
“Soft” benefits relate to:
A.the comfortable feeling of choosing a familiar brand.
B.the benefits of the firm which are closer to the bottom line.
C.the revenue benefits generated from being able to count on a strong and loyal
customer base.
D.the sense of security that comes from choosing a lesser-known brand.
The education of local middlemen in NDC markets must begin with a demonstration of:
A.the use of computerized inventory systems.
B.the basic functioning of a product or service.
C.the techniques of marketing research.
D.the creation of effective television commercials.
Which of the following statements best describes the key to success of globally
standardized products?
A.Firms are constantly developing new products to replace older products to meet
customer demand.
B.Status and brand is important to consumers worldwide.
C.Products are of high quality with advanced features and better priced.
D.Cheap prices are the products are mass manufactured.
Global logistics is a subset of:
A.global production.
B.global integration.
C.global distribution.
D.global diffusion.
All of the following statements about pricing in mature markets are true EXCEPT:
A.pricing is usually derived from desired market position.
B.temporary deals and offers are often used as short-term strategies to attract customers.
C.price is usually not an important factor in mature markets.
D.temporary price cuts may be used to combat competitors while protecting brand
image.
_____ allows the gradual accumulation of know-how about how to do business abroad.
A.The cultural distance path
B.The cultural barrier path
C.The cultural effects path
D.The cultural differences path
Green Time Tea Corporation routinely determines the functional requirements its
products must meet to perform appropriately in new markets. The firm’s focus then
shifts to changes that would lead customers in the most desirable segments of the new
market to prefer their product. Green Time’s efforts to satisfy local tastes and
preferences would be BEST described as:
A.localization.
B.globalization.
C.standardization.
D.adaptation.
The Tata Motor Corporation is preparing its first global advertising effort. The firm
strongly believes that its strategy must be truly global. In order to be effective in
implementing that belief, Tata Motor will emphasize:
A.uniform positioning and unique selling propositions.
B.the use of the same media worldwide.
C.uniform copy in all markets.
D.standardized spokespeople in all markets.
Global brand management:
A.is necessarily a strategic function at headquarters.
B.should be decentralized under the control of regional brand managers.
C.must be handled by brand managers in each local market.
D.is best entrusted to the firm’s youngest, most creative managers.
In the diffusion curve of the Product Life Cycle, first adopters are immediately followed
by:
A.Pioneers
B.Early majority
C.Opinion leaders
D.Laggards
The emergence of gray trade results in the creation of:
A.JIT systems.
B.a black market.
C.parallel distribution channels.
D.logistical reengineering.
When the American Gap entered into Europe, what did they have to stress on besides
clothing in their stores?
A.The prices
B.The store design
C.The location of the stores
D.The store personnel
The task of selecting target segments within the set of countries a firm desires to enter is
called:
A.macrosegmentation.
B.localization.
C.microsegmentation.
D.demographics.
In general, focused strategies in global marketing lead to higher:
A.sales abroad.
B.market share abroad.
C.entry barriers abroad.
D.profitability abroad.
The use of price elasticities associated with the demand curve for a product allows the
firm to assess which of the following?
A.Basic demand
B.Product demand
C.Competitive demand
D.Generic demand
Andean Common Market that comprises of Bolivia, Colombia, Ecuador, Venezuela and
Peru has:
A.created a political climate more unfavorable to foreigners.
B.increased interregional trade.
C.ensured increased tariffs.
D.ensured free factor mobility.
Global management must focus on all of these EXCEPT:
A.standardization of products, services and promotions.
B.standardization of communication systems.
C.standardization of control procedures.
D.standardization of cultural interpretations.
The case of the Chevy Suburban illustrates the concept of consumer “engagement.”
What is meant by the level of “engagement”?
A.Basically, how much a consumer likes the brand.
B.Whether they owned a Chevy Suburban or not.
C.The mental readiness to buy a new Suburban.
D.A consumer’s ideas, stories, and associations with the name.
Generally, globalization has:
A.required slow and careful product development.
B.had no impact upon the product development activity.
C.completely eliminated product standardization.
D.required faster product development.
Individuals who emphasize material and professional goals are called:
A.altruists.
B.strivers.
C.intimates.
D.creatives.
Which of the following is the MOST typical version of countertrade?
A.Barter
B.Counterpurchase
C.Product buy-backs
D.Compensation deals
“Growth triangles” are places in the world where industrial activity and markets tend to
concentrate around transportation hubs, where raw materials, labor, and industrial
plants come together. What are these places more correctly known as?
A.Industrial parks
B.Free trade zones
C.Growth polygons
D.Growth suburban hubs
FDI usually leads to what change in the domestic company’s operations?
A.Higher tariffs
B.Higher prices
C.Lower quality
D.More exporting
The Carrefour Corporation operates several major retail chains. In the 1990s, the firm’s
best strategy for growth was probably from:
A.expanding the number of domestic stores.
B.global expansion.
C.mergers and acquisitions.
D.driving small rivals out of its domestic market.
_____ and “me-too” products have made functional product differentiation hard to
sustain as a competitive advantage.
A.Benchmarking
B.Scalability
C.Customization
D.Umbrella brands
In global marketing, a balance between standardization and adaptation must be struck.
What did Dell do in China with this balancing act in order to make a profit?
A.Adapted to the old tried and true Chinese way of doing business.
B.Mostly kept its standardized, direct business model.
C.Cut its losses and got out.
D.Merged with a Chinese partner to understand the culture.
Global account managers seek to enhance customer satisfaction by treating large
customers as “special” clients as required by:
A.relationship marketing.
B.matrix marketing.
C.territorial marketing.
D.regional marketing.
The “country-of-origin” phenomenon seems to have a particularly strong impact upon
perceptions of:
A.quality.
B.style.
C.price.
D.content.
In the area of distribution system, Japan lags behind Western countries in terms of:
A.technology.
B.communication infrastructure.
C.wholesale-to-retail ratio.
D.fragmented distribution system.