PTS: 1 DIF: Medium
18. Which of the following is a recognized product-country stereotype?
a.
Swiss chocolate
b.
Russian caviar
c.
Israeli oranges
d.
All of the above are product-country stereotypes.
19. Ethnocentric consumers believe that purchasing imported goods
a.
is morally wrong.
c.
is unpatriotic
b.
causes loss of jobs
d.
All of the above are true.
20. Which of the following is an example of a non-tariff entry barrier?
a.
Non-mandatory adaptation
c.
The CPA exam
b.
Country stereotypes
d.
Glocalization
21. Culture plays an important role in services. Which statement regarding medical services is inaccurate?
a.
Japanese consumers expect special treatment in a medical environment.
b.
Medicine is perceived as a public good in Japan.
c.
Japanese patients expect doctors to be rude.
d.
U.S. consumers prefer a greater degree of service personalization.
22. Which of the following is not an example of a cultural influence on a product?
a.
Kent cigarettes hold a high market share in Romania because of its prestigious image
before communism fell.
b.
Fanta Citron is a preferred mixer for most hard liquor in Rwanda.
c.
Jello is sold in a semi-gelled, instead of a powder format, in the U.K.
d.
The U.S. limits the amount of sugar that may be imported.
23. Which of the following statements regarding cultural effects on brands is true?
a.
Consumers from more collectivist cultures, such as Asian consumers, tend to prefer new,
innovative brands in the introductory stage.
b.
European consumers tend to be price sensitive and not brand sensitive.
c.
In European urban areas, high-priced designers such as Prada And Diesel jeans are
common among middle and upper-middle class consumers.
d.
All of the above are true.
24. Unknown perfume manufacturers suggest that their brand is similar in scent to a particular brand of
perfume, which they name in there communication. This is an example of
a.
design counterfeiting.
c.
piracy.
b.
brand-name counterfeiting.
d.
diversion.
25. In Cairo, one can purchase simple, cotton shirts with the name Christian Dior on the label for about a
dollar. This is an example of
a.
design counterfeiting.
c.
piracy.
b.
brand-name counterfeiting.
d.
diversion.
26. Which of the following are not factors that influence counterfeiters’ success?
a.
Consumer factors
c.
Managerial Factors
b.
Technology factors
d.
Distribution Factors
27. What is the prevailing reason that counterfeit products are widely available in industrialized countries?
a.
Industrialized governments are not motivated to crack down on piracy.
b.
Customs officers only inspect the contents of a small fraction of the goods that go through
customs.
c.
Joint ventures in industrialized countries often lead to piracy.
d.
All of the above are true.
28. What is usually the first step for a firm trying to combat counterfeiting?
a.
Lobbying the government involved.
c.
Raiding counterfeit operations.
b.
Changing the product’s appearance.
d.
Educating the public on counterfeits.
29. How did Budwieser beer combat counterfeiting?
a.
It increased control of its distribution channel.
b.
It successfully lobbied the WTO.
c.
It worked with the Chinese government to conduct raids in Yiwu.
d.
It altered its package, making it difficult to copy.
30. What has proven to be the most successful way to combat counterfeiting?
a.
Lobbying the U.S. government as well as the governments involved.
b.
Appealing to the World Trade Organization.
c.
Altering the product or packaging to make copying difficult.
d.
Launching raids with the cooperation of local governments.
31. Unlike the marketing of industrial products, for the marketing of consumer products
a.
Culture plays a role.
b.
Firms must be aware of norms, values and traditions in the target countries.
c.
Decision to purchase products rests with management.
d.
a and b only.
32. Which of the following is NOT true with regard to the international marketing of industrial products?
a.
Cultural differences are not readily relevant
b.
Firms must be especially aware of norms, values and traditions in the target countries
c.
Decision to purchase products rests with management
d.
The purchase process takes several months
33. Which of the following are not products that businesses typically purchase?
a.
Nondurables
c.
Major equipment
b.
Land
d.
Fabricated and component parts
34. National governments
a.
Can restrict the company, requiring it to only employ local service suppliers
b.
Can require that service providers have local licenses
c.
Can prevent the company from using the most cost-effective approach to service
d.
All of the above are true
35. Unlike the marketing of consumer products, industrial products
a.
Have geographic concentrations.
b.
Have derived demand.
c.
Decision to purchase products rests with management.
d.
All of the above.
36. The world insurance centers are, among others,
a.
New York, London, and Tokyo
c.
Hong Kong, Brussels and Paris
b.
Geneva, London and Munich
d.
London, Paris, and Brasilia
37. Which of the following is true about the ISO 9000 certification?
a.
It discourages multinationals from engaging in hazardous environmental practices.
b.
It ensures that corporate policies are efficiency oriented.
c.
It ensures that the products or services satisfy customer requirements.
d.
All of the above are true about ISO 9000 certification.
38. Which of the following is true about the ISO 14000 certification?
a.
It discourages multinationals from engaging in hazardous environmental practices.
b.
It ensures that quality products are delivered to customers.
c.
It ensures that the products or services satisfy customer requirements.
d.
All of the above are true about ISO 14000 certification.
39. Which of the following certifications discourages multinationals from engaging in hazardous
environmental practices?
a.
ISO 9000
b.
ISO 12000
c.
ISO 14000
d.
All of the above discourage hazardous environmental practices
40. Which world region has most of the ISO 9000 certificates?
a.
Africa and West Asia
c.
North America
b.
The Far East
d.
Europe
COMPLETION
1. Global standardization, frequently used interchangeably with the term ____________________ refers
first to standardization of products across markets.
2. _________________________ refers to the standardization of the marketing mix worldwide.
3. The main reason why firms favor global ____________________ is because it is cheaper to have the
same product and the same integrated marketing communication strategy worldwide.
4. Standardization is possible because consumers increasingly have the same product
____________________.
5. The primary reason for uniform preferences is the ____________________ – the instant penetration of
Internet and television in homes everywhere in the world.
6. Another reason for similar consumer preferences is _________________________: As more
consumers cross borders, they are exposed to more brands and brand advertisements.
7. Procter & Gamble’s ____________________ detergent was its first Pan-European product.
8. In addition to regional branding strategies, companies also benefit from
______________________________ by concentrating certain marketing activities regionally.
9. Mercedes had to fight _________________________ channels until it instituted a strategy that made
using alternate marketing channels a complicated proposition.
10. The degree of _________________________ in a market is also a factor that determines the degree of
product adaptation needed.
11. _________________________ affect the globalization of products by imposing local content
requirements, standards, and ownership restrictions and requirements on technology transfer.
12. In general, few products and services can succeed through a purely ____________________ strategy.
13. The term global localization or ____________________ is frequently used to describe the practice of
global branding and localized marketing adaptation.
14. ______________________________ refers to offering parts that can be assembled worldwide in
different configurations, depending on the needs of the market.
15. Standardizing the core product/service, but allowing for easy modification from market to market is
known as _________________________ strategy.
16. ____________________, unlike Mercedes, has a very similar core product in every market; however,
it offers air conditioning as a standard feature for the U.S. market.
17. Automobiles being adapted to the left-hand driving requirements in the United Kingdom, is an
example of _________________________.
18. In general, retailers compete primarily on ____________________ with their private label brands.
19. Retailers such as Casino and Monoprix attempted to develop quality store brands, but faced significant
price competition from the national brands, leaving ____________________ consumers with the
impression that store brands were inferior.
20. ______________________________ is defined as the country with which a particular product or
service is associated.
21. A new, unknown brand will be associated more strongly with the
______________________________.
22. Swiss chocolate and Russian caviar are examples of strong product-country ____________________
of quality held by consumers in the U.S.
23. ____________________ influences the perception and evaluation of a brand in a particular country.
24. Unknown perfume manufacturers suggest that their brand is similar in scent to a particular brand of
perfume, which they name in their communication. This is an example of
_________________________.
25. A large portion of consumers are likely to select a counterfeit apparel item over a genuine good when
there is a price advantage, primarily because ____________________ risks are low for apparel, while
prestige gains are high.
ESSAY
1. Discuss the arguments in favor of global standardization.
2. Explain how country of origin affects global branding.
3. Describe some of the nontariff barriers that the service industry experiences globally.
4. How do consumer factors influence the counterfeiting of apparel products?
5. How can companies protect their brand names in the global market?