Firms seeking to gain some tariff exemptions while reducing the corporate tax rate are
likely to invest in one of China’s:
A.special economic zones.
B.free ports.
C.commune zones.
D.protected investment zones.
The collection of local and global brands owned by a multinational firm constitute its:
A.piggyback strategy.
B.brand equity.
C.brand portfolio.
D.brand potential.
All of the following parts of promotion/marketing communication are important in rural
Latin America EXCEPT:
A.popular dance music.
B.correct spelling in Spanish.
C.package shape and design.
D.repetition of identical posters to reinforce images.
Which of the following is the MOST likely result of currency depreciation in the
exporter’s country?
A.Higher prices charged by the exporter.
B.Lower prices paid by importers.
C.Reduced competitiveness for the exporter.
D.Significant loss of export trade.
Which of the following stages of the traditional selling process is typically the easiest to
achieve in global selling attempts?
A.Action
B.Desire
C.Conviction
D.Attention
Due to the anti-globalization movement across the world, many companies have shifted
their global marketing orientation to a more _____ strategy.
A.downsized
B.localized
C.global
D.national
Of those foreign-based American advertising agencies that have engaged in
multicountry campaigns, most were active in:
A.truly global campaigns.
B.major-markets-only campaigns.
C.minor-markets-only campaigns.
D.pan-regional advertising campaigns.
Which of the following power distance/individualism descriptions best describes the
United States?
A.Small power distance/collectivist
B.Small power distance/individualist
C.Large power distance/collectivist
D.Large power distance/individualist
While a skimming policy may work in Southeast Asia, firms may be constrained at the
high end of competitive products by the region’s traditional and active:
A.tariff board.
B.gray trade.
C.price normalization committees.
D.countervailing strategies.
Which of the following tools attempts to measure a respondent’s intensity of feeling
toward a company or product?
A.Focus groups
B.Causal research
C.Attitude scaling
D.Direct observation
With regard to distribution in NIE markets, all of the following are true EXCEPT which
one?
A.Since these markets crave foreign products, distribution is not a major problem.
B.Firms should provide larger margins and more service for distributors than in most
other markets.
C.Market participation typically requires heavy investment.
D.Investments in distribution should be viewed in a long-term contract.
In order to achieve success in Chile, J.C. Penney made all of the following changes
EXCEPT:
A.added even more to its expensive, flashy lines of clothes.
B.targeted the growing maternity market.
C.hired more local talent and removed its North American employees.
D.added more functional items to its merchandise mix.
What directly influences the buyer’s attitude toward risk?
A.Other party’s attractiveness and grace.
B.A culture’s openness to change.
C.Direct and straightforward speech.
D.Interpretation of culture.
According to Trompenaars, culture is best viewed as:
A.a learned phenomenon.
B.an innate predisposition.
C.the way people solve problems.
D.a personality trait.
The America-First Corporation is preparing to gather data to guide its latest round of
foreign entries. The firm is most likely to start the process by consulting:
A.United Nations publications.
B.World Bank data.
C.International Monetary Fund publications.
D.EU Commission data.
Which of the following is the PRIMARY means of shifting profits from one country to
another?
A.Transfer pricing
B.Price controls
C.Hedging
D.Forward contracts
Within the EU, Whirlpool’s prices may vary from 30 to 200 percent. Such price
variation can be expected to encourage:
A.higher tariffs.
B.barter.
C.consumer tourism.
D.currency fluctuations.
The flag bearer of the Fair Trade Practice Act today is:
A.the Oxfam.
B.the Fairtrade Labelling Organizations International.
C.Amnesty International.
D.Caritas International.
Firm specific advantages, which are enjoyed by successful global service marketers,
typically result from:
A.cost-effective production.
B.innovative standardization.
C.creative advertising.
D.price advantage.
Which of the following approaches to characterizing foreign cultures utilizes “holistic”
images to capture the essence of the culture?
A.Hofstede’s mapping
B.Gannon’s metaphors
C.Porter’s diamond of national advantage
D.Hall’s silent leadership
In which of the following categories are the benefits of global marketing unequivocal?
A.Serving global customers
B.Achieving cost savings
C.Enjoying demand spillovers
D.Capturing market supremacy
In which of the following countries is cinema MOST likely to be the major advertising
medium?
A.Japan
B.Australia
C.Argentina
D.Germany
A special rail wheel undercarriage is attached to a truck trailer to allow it to become
part of a train under a:
A.roll-on-roll-off system.
B.shared carriage system.
C.RoadRailer system.
D.containerization system.
The ability to quickly establish leadership and capture first-mover advantages is MOST
important in:
A.high-growth markets.
B.mature markets.
C.declining markets.
D.emerging markets.
Fair trade standards adhere to all the following practices, EXCEPT:
A.workers receive decent wages.
B.no forced or child labor is used.
C.workers cannot join unions or bargain collectively.
D.have the right to advertise that its products meet fair trade standards.
The possibility that licensing fees will not be collected and/or that foreign firms will
utilize licensed technology for export is called:
A.dissipation.
B.deception.
C.demarcation.
D.de-licensure.
Pricing of services in the global market is LIKELY to take which approach?
A.Geocentric
B.Polycentric
C.Regiocentric
D.Ethnocentric
__________ involve the unit cost reductions made possible by long series in a given
plant, and to achieve this one plant often needs to supply more than one foreign market.
A.Economies of scope
B.Scale economies
C.Sourcing advantages
D.Transferable marketing
Services are characterized by all of the following EXCEPT:
A.heterogeneity.
B.inseparability.
C.perishability.
D.tangibility.
Competitors with roughly similar resources and similar target markets comprise a:
A.cartel.
B.competitive barrier.
C.strategic group.
D.strategic alliance.
MTV is preparing to enter the Philippines. To adapt its “soundtrack” to the local market,
the firm is likely to record its messages in:
A.Tagalog.
B.Spanish.
C.Taglish.
D.English.
Generally, it is believed that consumers facing non-routine purchase decisions are likely
to progress through a series of steps including _____, _____, _____, _____, and _____.
Brand equity seems to rise with two measures of a brand’s worth. These measures are
called brand _____ and _____.
American firms have long complained that the Japanese market was largely closed to
them as a result of formal and informal trade barriers as well as the problems posed by a
fragmented, complex distribution system and a sophisticated, demanding consumer.
How has this situation changed in recent years? What does the future hold for Japan?
The value chain is the _____ sequence of operations undertaken by the firm.
“Deconstructing” the value chain is equivalent to _____.
The America-First Corporation is preparing to introduce its newest product–a small
personal computer that also features an audio/visual cellular phone system in a case
small enough to be worn (and used) as a wrist watch–in all of its worldwide markets.
What special problems will the firm encounter in attempting to forecast sales? What
techniques might be used?
The America-First Corporation tends to avoid financially weak nations in order to
minimize the problem of ____________________ funds earned abroad.
Samsung Corporation is preparing to enter the Russian market. The firm should
recognize the diversity of this market by employing _____ segmentation.
What are the three distinct advantages of a waterfall strategy over a sprinkler strategy?
Goodyear Corporation is considering entry into global marketing. The firm is MOST
likely to begin by selecting the _____________ mode of entry.
A written contract is not always enforceable if the situation changes or if new people
move into executive positions in countries with _____ cultures, such as _____ and
_____.
_____ is the art of convincing a prospect to purchase a product or service offered by the
marketer.
In order to achieve the savings involved in sharing resources and provide integrated
one-stop services to the shipper, the shipping industry has engaged in a number of
_____.
Gateway Corporation (U.S.) is preparing to sell goods to a foreign buyer with which it
is completely unfamiliar for the first time. How can the firm gain assurance that it will
be paid?
Between the desired and the adequate service levels is the _____, where the customer
will be more or less satisfied.
Nautilus Corporation is preparing to enter Southeast Asia in spite of anticipated pricing
problems for its global brands. What types of problems might the firm face? Why might
it still find Asian markets attractive?
In the final selection stage, the firm seeks to identify the candidate(s), that offer the best
match with the company’s ____________________ and in which forecasted
____________________ and ____________________ will best leverage its resources.
One of the reasons for a deficient customer orientation is the decidedly centralized
character of most firms’ global marketing efforts. Explain with examples.
Paramount Pictures Corporation, a major producer of motion pictures, often forms
alliances with fast food chains and producers of clothing to promote its most popular
films and their characters. The firm is engaging in _____.
Even though beer drinkers everywhere would seem to constitute one large universal
segment, the “global” beer market is in fact largely _____.