Secondary stakeholders include all of the following except:
A) media.
B) employees.
C) local community groups.
D) nongovernmental organizations.
E) general business community.
Chinese direct-response television has learned that there are many obstacles that still
need to be overcome, which include all of the following except:
A) consumers’ savings rate is very low.
B) a limited number of private telephones.
C) low penetration of credit cards.
D) delivery logistics in Beijing.
E) delivery logistics in Shanghai.
________ represents the cumulative added value of a company’s investment in the
marketing of a brand over time.
A) A brand extension
B) Co-branding
C) Brand image
D) Brand equity
E) Brand loyalty
Both Nestl and Cadbury determined that a liquid chocolate confection would be one
way to address the issue of India’s hot weather. This is an example of:
A) differentiated target marketing.
B) standardized global marketing.
C) competitive global marketing.
D) target benefit marketing.
E) product-market decision
Which of the following ASEAN countries alone accounts for more than one-third of
2014 two-way trade exports with the United States?
A) Brunei
B) Malaysia
C) Singapore
D) Thailand
E) Vietnam
According to Geert Hofstede, which of the following is a key cultural dimension that
helps account for rapid economic growth in Asia?
A) power distance
B) individualist/collectivist
C) feminine/masculine
D) uncertainty avoidance
E) long-term orientation
A critical marketing tool for global companies such as Red Bull is:
A) sampling.
B) sweepstakes.
C) couponing.
D) event marketing.
E) personal selling.
The “Common Market of the South” in Latin America is used to describe:
A) SICA.
B) Mercosur.
C) Andean Community.
D) CARICOM.
E) FTAA.
Which of the following is not a useful guideline for U.S.-based direct marketers
wishing to reach global customers?
A) Do not treat prospects as though they are Americans.
B) Do not automatically assume that a direct-mail campaign that works in one country
will work in another country.
C) Do not assume that all Europeans are similar in their tastes and wants.
D) Customers should be able to return products to an address in their local country
market.
E) Focus on all countries included in the European Union.
Companies like Coca-Cola had the first-mover advantage since they were the first
company to enter a global market. The first-mover advantages include all of the
following except:
A) best chance of becoming world leader.
B) advantage in adapting to the local culture.
C) lead in advertising and promotion exposure.
D) gain business experience.
E) substantial investments in marketing.
Officials at Brazil’s state-owned oil company and top politicians were accused of
collaborating with contractors to receive billions in kickbacks. This resulted in
________ problems for Petrobras.
A) pricing
B) distribution
C) sales promotion
D) public relations
E) advertising
Targeting the 300 million farmers in India who still use plows harnessed to oxen, John
Deere engineers created a line of relatively inexpensive, no-frills tractors. The Deere
team then realized that the same equipment could be marketed to hobby farmers and
acreage owners in the United States, a segment that they had previously overlooked.
This is an example of ________ strategy.
A) product-communications extension
B) product extension-communications adaptation
C) product adaptation-communications extension
D) dual adaptation
E) product invention
Regulators in different countries have proposed various regulations for product
labeling. All of the following statements pertaining to such regulations are true except:
A) mandatory health warnings on tobacco products are required in most countries.
B) the American Automobile Labeling Act clarifies the country of origin as well as the
final assembly point.
C) in 2008, the United States enacted a country of origin labeling (COOL) law.
D) the use of terms “light” and “natural” are allowed on labels only in the United
States.
E) McDonald’s is posting nutrition information on all food packaging and wrappers in
selected markets.
When identifying global market segments, a fundamental guiding principle should be
the need to determine:
A) shared demographic characteristics.
B) similar languages.
C) similar needs and buying behavior.
D) similar ethnic backgrounds.
E) similar geographic regions.
U.S. advertisements contain more ________ information, and are more likely to include
comparative appeals than Arabic ads.
A) people
B) process
C) price
D) sex
E) context
In the United States, some people believe that globalization has depressed the wages of
American workers resulting in the loss of both blue-collar and white-collar jobs. This is
an example of:
A) discrimination.
B) domination.
C) globaphobia.
D) management myopia.
E) economic crisis.
Ethnocentric orientation is sometimes associated with all of the following attitudes
except:
A) national arrogance.
B) assumption of national superiority.
C) indifference to marketing opportunities.
D) selecting a standardized approach.
E) selecting an adaptation approach.
The Common Agricultural Policy (CAP) determines the level of subsidies granted to
farmers in Latin America.
One of the highest profile companies, PepsiCo, which has done business in the Soviet
and post-Soviet market for decades, has used this form of countertrade:
A) switch trading.
B) barter.
C) offset.
D) compensation trading.
E) counterpurchase.
Which of the following documents represents title to goods in an export transaction?
A) bill of lading
B) invoice
C) packing list
D) certificate of origin
E) insurance certificates
The ability to speak foreign languages is one difference between managers born and
raised in the United States and those born and raised elsewhere. Which of the following
is true and reflects this statement?
A) There are 200 million Chinese children studying English.
B) There are 24 million American children studying Chinese.
C) There are 200 million Indian children studying Chinese.
D) Chinese managers study English as much as Chinese.
E) There are equal numbers of American and Chinese children studying English.
A phrase which is analogous to the concept of global product platforms is:
A) “Pattern advertising.”
B) “Template advertising.”
C) “Cookie-cutter advertising.”
D) “Model advertising.”
E) “Stereotype advertising.”
Which of the following criteria should marketers use when assessing opportunity in
global target markets?
A) current size of the segment
B) anticipated growth potential
C) competition
D) compatibility with company’s overall objectives
E) all of the above
Ideally, each country-specific site should reflect all of the following except:
A) local culture.
B) language usage.
C) customs.
D) universal shopping cart icon.
E) brand identity.
The organizational decision to purchase production inputs, components, or finished
goods from domestic or foreign producers is known as the ________ decision.
A) import/export
B) NTB
C) preferential
D) sourcing
E) security
Which of the following is described as the three R’s of global business: rules, rate
schedules, and regulations?
A) quotas
B) tariffs
C) NTBs
D) NTR
E) duties
Which of the following incorrectly states the role of banks in import/export transactions
involving a letter of credit (L/C)?
A) The exporter’s bank is the advising and/or confirming bank.
B) The importer’s bank is the advising and/or confirming bank.
C) The importer’s bank is the advising, confirming, and issuing bank.
D) The exporter’s bank is the advising, confirming, and issuing bank.
E) The importer’s bank is neither advising nor confirming bank.
________ leads the world in terms of watching the most television; daily viewership is
5 hours, 39 minutes each day, followed by Macedonia with 5:19; the United States is
third with 5:04.
A) India
B) France
C) South Korea
D) Serbia
E) Germany
The effective integration of products and brands with entertainment can be seen on the
TV hit American Idol. This type of trend is referred to as:
A) advertising age.
B) traditional advertising.
C) global advertising.
D) branded entertainment.
E) image entertainment.
OPEC can be considered as a “cartel” which is a group of separate companies that
collectively:
A) sets prices, controls output, or takes other actions to maximize profits.
B) dictates how other countries should use their products.
C) produces more products in order to beat the competition.
D) conducts activities that are considered illegal in the United States.
E) works on forming a union against management of other companies.
Concepts such as “assembler value chains” and “downstream value chains” are
associated with:
A) lean production.
B) the matrix structure.
C) polycentric organizational designs.
D) the global marketing audit.
E) traditional assembly designs.
Which pricing strategy has the advantage of being simple to calculate but has the
disadvantage of ignoring demand and competitive conditions?
A) gray marketing
B) skimming
C) penetration
D) market holding
E) cost-based