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Module 13 Marketing Internationally Answer Key
True / False Questions
1.
Sometimes there are almost no differences between marketing domestically and
marketing internationally, while at other times these differences are great.
2.
International markets often differ widely because of great variations in the uncontrollable
environmental forces.
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3.
Important differences between the domestic and foreign environments may make a
wholesale overseas transfer of the successful domestic marketing mix impossible.
4.
The benefits from standardization of the marketing mix are lower costs, easier control, and
reduction of time in preparing the marketing plan.
5.
The extent of the changes in the marketing mix a firm must make when going overseas
depends on the country, the political forces, and the degree of market penetration desired
by management.
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6.
According to the text, the product is the central focus of the marketing mix.
7.
The physical product includes the total product, brand name, accessories, after-sales
service, warranty and instructions for use, company image, and package.
8.
Much of the confusion about whether or not a global firm can have global products results
from the discussions about the physical product.
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9.
Generally, industrial products require greater adaptation than consumer products to meet
the demands of the world market.
10.
Drastic modifications in the physical product may be necessary because of two problems
prevalent in the developing countries: a tendency to overload equipment and to provide
slight maintenance.
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11.
To avoid changing the product to meet local legal requirements, manufacturers frequently
design it to meet the most stringent laws, even though it is overdesigned for other
markets.
12.
Luxury items such as perfume can often be sold without adaptation in many different
foreign markets.
13.
Generally as marketers go down the economic and social strata in each country, they tend
to find greater similarities among countries on social and cultural values.
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14.
Generally, the deeper the immediate market penetration desired, the greater the product
modification must be.
15.
The marketing of services, sometimes called intangibles, is similar to the marketing of
industrial products in that these products are generally easier to market globally than
consumer products.
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16.
Dissimilar cultural patterns generally necessitate changes in marketing of food and other
consumer goods.
17.
Laws on pollution, consumer protection, and operator safety are critical as legal forces.
18.
The great disparity in income throughout the world permits worldwide product
standardization.
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19.
Promotion is all forms of communication between a firm and its public.
20.
Advertising is generally more effective than the other promotional mix elements.
21.
Of all the promotional mix elements, personal selling has the greatest similarities
worldwide.
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22.
Global branding is a way to proclaim that your company makes a difference.
23.
One of the reasons that Internet advertising is not appealing in an international setting is
that most Internet users are poor and difficult to reach.
24.
Buyers of consumer goods usually act on the same motives the world over.
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25.
A basic cultural decision for the marketer is whether to position the product as foreign or
local.
26.
The experience of suppliers to the youth market indicates that this market is essentially an
international market segment.
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27.
Coca-Cola launched a series of TV commercials in 1995 aimed at testing the comparative
advertising laws of 30 countries.
28.
A middle-ground advertising strategy in which the home office and the foreign subsidiaries
agree on marketing objectives is called the computerized-management approach.
29.
Recruiting salespeople in foreign countries is less difficult than recruiting them in the
home country.
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30.
In the development of international distribution strategies marketing managers are
concerned with exporting and foreign distribution.
Multiple Choice Questions
31.
Marketers everywhere must
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32.
The international marketing manager's task is more complex than the domestic marketing
manager's in part because
33.
Generally, management prefers global product standardization because
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34.
Management would prefer global standardization of the marketing mix
35.
In spite of the advantages of global standardization, many firms find it necessary to
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36.
The product is
37.
The total product
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38.
When formulating product strategies, international marketing managers must remember
that they are selling
39.
Much of the confusion in the ongoing discussion about whether a global firm can have
global products results from the discussants not clarifying whether they are referring to
the _____, _____ or _____.
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40.
Generally, consumer products require __________ adaptation than/as industrial products to
meet the demands of the world market.
41.
As explained in the text,
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42.
The continuum from insensitive to sensitive to foreign environment begins with __________
and ends with __________.
43.
Buyers of __________ usually act on the same motives worldwide.
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44.
According to the text, __________ are the most insensitive to the foreign environment.
45.
In the developing countries, there is a tendency to ____________________ industrial
equipment.
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46.
Some say that Coca-Cola, Pepsi-Cola, and McDonald's all sell standardized products
globally using standardized promotion. In reality, __________
47.
Generally, __________ products require greater modification to meet local market
requirements worldwide.
