The key to success of the globally standardized products is not:
A.because they tend to be stronger on the intangible extras.
B.because they the are best-value products.
C.that they embody the best in technology.
D.that every consumer wants the same thing as everyone else.
Subject to availability, awareness of a brand or a store is typically best achieved through
the use of which medium?
A.Television
B.Newspapers
C.Magazines
D.Direct mail
Which markets Australia and New Zealand have both focused on as the future source of
growth?
A.Asia
B.Europe
C.North America
D.Latin America
According to the text the global marketer typically:
A.apply local sensitivity.
B.sells what it makes.
C.is customer oriented.
D.tries to discover the true desires of foreign buyers.
In which of the following types of markets is the continual increase in customer
expectations of greatest concern to the marketer?
A.New growth markets.
B.Emerging markets.
C.Mature markets.
D.Saturated markets.
In order for a service provider to survive, MOST of its customers must perceive quality:
A.within the zone of tolerance.
B.at the desired level.
C.below the adequate level.
D.slightly above the dissatisfaction level.
The major tasks incumbent on an organization when a global marketing strategy is
attempted include all of the following EXCEPT:
A.an effective “multiple-way” communication system must be set up to carry directives
from the center to the local markets.
B.local country heads must be provided incentives to implement the global strategy.
C.ethnocentric staffing policy must be applied because of the obvious lack of talent in
the local countries.
D.flexibility must be built into the organization.
Ocean-Pacific Corporation is attempting to distribute through large foreign-owned retail
chains in several of its local markets. These retailers often demand “special
considerations” in return for their cooperation. O-P can best meet such demands by:
A.refusing to grant special favors.
B.exercising the power of its strong global brands.
C.bringing discrimination suits against the retailers.
D.selling only through small, local firms.
The Spanish apparel chain, Zara, has based its business model on the just-in-time
methods of the automotive industry pioneered by:
A.General Motors.
B.Ford.
C.Toyota.
D.Nissan.
Changing the value chain by simplifying the entire flow from raw materials to the
ultimate consumer is called:
A.industrialization.
B.benchmarking.
C.externalization.
D.industrial rationalization.
Under the traditional approach to budgeting and planning:
A.category managers campaign for incrementally larger annual marketing budgets.
B.critical country- and product-category data are collected into M-Net, the company’s
web based marketing data repository.
C.using M-Net’s analytical engines, corporate marketers identify high-potential
country-category combinations.
D.the fact-based case for the allocation is presented in meetings with field managers.
The Excel Corporation is well aware of the risks inherent in developing markets. The
firm may try to reduce these risks by working with:
A.the UNICEF.
B.the International Monetary Fund.
C.the Hong Kong Trading company.
D.the World Health Organization.
The economic growth of Latin America has been fuelled by all of the following
EXCEPT:
A.regional trading blocs.
B.a political shift toward democracy.
C.a gradual emergence from a large debt burden.
D.religious influence of the Roman Catholic Church.
As part of its evaluation of potential foreign markets, the America-First Corporation
carefully studies the role, strength, and focus of national and local governments, trade
associations, and unions. The firm is PRIMARILY attempting to evaluate the:
A.socio-cultural environment.
B.economic environment.
C.regulatory environment.
D.physical environment.
In some countries, advertisers demand to pay their agencies with the product to be
advertised. This practice is a form of:
A.countertrade.
B.pan-regional trade.
C.trading blocs.
D.gray trade.
Maytag Corporation is a major producer of washers and dryers. Which of the following
NIEs is most likely to be prime market for its goods?
A.Russia
B.Japan
C.Hong-Kong
D.Brazil
The introduction and global dissemination of point-of-purchase information technology
has shifted channel power toward:
A.large manufacturers.
B.large wholesalers.
C.large retailers.
D.the final customer.
Hamilton-Beach Corporation, a major producer of consumer electronics, has moved to
a modular manufacturing approach which allows the firm to easily produce
standardized products capable of functioning on any of the world’s electrical systems.
The firm’s production process is designed to provide:
A.standardization.
B.adaptation.
C.multisystem compatibility.
D.reverse engineering.
Firms that hope to realize lower manufacturing costs by standardizing logo, packaging,
and production are focusing upon:
A.demand spillover.
B.scale economies.
C.piggybacking.
D.scope economies.
The major question facing the manager of a global sales effort is:
A.the transferability of the selling strategies and techniques used in the domestic
market.
B.the creation of an appropriate salary structure.
C.the identification of cost-cutting methods to enhance profitability.
D.the development of a smooth transition from a media-intensive to a people-intensive
approach.
Salesmanship is BEST described as a(n):
A.art.
B.unworthy calling.
C.science.
D.profession.
According to the _____, an innovating country will eventually import the products it
created.
A.international product cycle
B.principle of absolute advantage
C.principle of comparative advantage
D.circular flow of innovation model
Which of the following statements regarding the development of a coordinated global
marketing strategy is true?
A.The first step is typically to decide upon which countries and product lines to be
involved.
B.The global coordination should be attempted for truly multidomestic products.
C.It is controlled by a few, big spenders.
D.Pockets of similar customers in several otherwise different markets can be targeted
through a localization strategy.
A definite first-mover advantage among competing firms in China is that:
A.Chinese consumers tend to be brand loyal.
B.there are similar products on the domestic market.
C.low tariff helps to compete with a Chinese product.
D.the market will be free of competition.
The situation of Red Bull illustrates the circular track of many global brand success
stories. Which country started and ultimately ended (so far) with the brand/product Red
Bull?
A.U.S.
B.Australia
C.Spain
D.Thailand
Nationalization and contract revocation are examples of which type of political risk
factor?
A.General instability
B.Operations
C.Expropriation
D.Finance
The America-First Corporation is preparing to embark upon a global franchising
venture for its highly desirable brands. The firm will probably face its GREATEST
challenge in:
A.recruiting foreign franchisees.
B.maintaining strict and continuous quality control.
C.negotiating franchise agreements.
D.collecting royalties and fees.
Perfect Byte Corporation has opted to employ an export management company to
handle the task of getting its products from domestic manufacturing facilities to storage
sites in its foreign markets. The firm has “externalized” or “outsourced” the:
A.global manufacturing function.
B.global pricing function.
C.global promotion function.
D.global logistics function.
The period of time during which a consumer directly interacts with a service is called
a(n):
A.interaction event.
B.critical incident.
C.face-off.
D.servicescape.
Point-of-purchase displays and trade promotions are part of:
A.packaging.
B.personal selling.
C.sales promotion.
D.publicity.
Which of the following statement would NOT support the “long tail” phenomenon?
A.The Internet has the ability to provide a sustainable market to even obscure
businesses.
B.Most small businesses cannot be global.
C.Some products never die.
D.The low cost of global logistics make it possible to market very special products in
small volumes.
An adapted version of the flowchart model of individual consumer decision making
was first introduced by:
A.Engel, Kollat, and Blackwell.
B.Ricardio, Smith, and Vernon.
C.Kotler, Hecksher, and Ohlin.
D.Porter, Vernon, and Ohlin.