Step five of global market planning is:
A.to evaluate the local situations in various countries.
B.to formulate the proposed global strategy.
C.to get the proposed strategy evaluated at the local level to predict the likely effects of
the strategy changes proposed.
D.to arrive at a net benefit from the proposed global strategy.
The MOST commonly cited problem plaguing the entry of services into a foreign
country is:
A.staffing and personnel services.
B.cultural differences.
C.host-country restrictions and regulations.
D.economic stability.
Argentina, Brazil, Paraguay, and Uruguay compose a common market called _____,
which is probably the strongest grouping in Latin America.
A.NAFTA
B.ANCOM
C.LAIA
D.MERCOSUR
Which of the following is an advantage of the sprinkler strategy?
A.It allows the expansion to take place in an orderly manner.
B.It can fully exploit economies of scale and experience in R&D and manufacturing.
C.It requires a relatively low investment because the new product is introduced in only
a subset of countries.
D.The same managers can be used for different countries allowing capitalization of
skills.
____________ can be derived from the widely available GNP measure, population size,
growth in GNP, and imports of relevant goods.
A.An indirect measure of market size
B.Growth in penetration
C.The level of competitive rivalry
D.Tariffs, taxes, duties, and transportation costs
In order to create global advertising campaigns, the Ad Hoc Corporation routinely
involves local marketing/advertising managers in all of its major markets. The firm is
utilizing:
A.global matrix advertising.
B.global campaign directors.
C.global teams.
D.international promotional matrices.
The main contribution of the “local” partner in a joint venture is based on its:
A.financial strength.
B.technological prowess.
C.manufacturing efficiency.
D.knowledge of the local market.
MTV Corporation cannot afford to advertise across the globe. The firm may still be able
to reach most nations as a result of:
A.media spillover.
B.large media loans.
C.word-of-mouth.
D.rotating expenditures.
Which of the following pricing strategies is MOST often used by foreign firms entering
new markets?
A.Price escalation
B.Skimming pricing
C.Penetration pricing
D.Status pricing
Managers of local markets that are “transplanted natives” of the global firm’s home
country are called:
A.imported managers.
B.rubber stamp executives.
C.expatriates.
D.executers.
The quickest, least expensive, and most commonly used method for learning about
customers in a market is to:
A.form focus groups.
B.do a trade survey.
C.define the problem.
D.create assessment teams.
According to the text, when asked for their “perceptions” of the gas mileage of a certain
car model, Japanese respondents, belonging to a high context culture:
A.may fabricate an opinion about it on the spur of the moment.
B.may leave the questions unanswered “since they have no direct experience of using
that car model.”
C.may ask for time to check automobile specifications in a car magazine.
D.may refuse to answer questions asked by strangers.
Which of the following is a characteristic of niche strategic position?
A.May be preferable to a stuck-in-the-middle position.
B.Excessive time required.
C.Need to accumulate scale benefits.
D.Complex and risky but increasingly important
If a business is involved in services and wants to expand into foreign countries, the use
of _____ is preferred.
A.Joint ventures
B.Wholly owned subsidiaries
C.Franchising
D.Foreign direct investment
When the market researchers claim that a country’s population is more “feel” oriented,
what are they referring to?
A.The population tends to be “left-brain” oriented.
B.The country’s populace tends to be more impulsive and emotional.
C.The advertising in the country is more highly regulated.
D.The advertising should use rational arguments and a lecture format.
Which of the following statements about direct marketing is false?
A.Return privileges are low.
B.It eliminates the job of going to the store.
C.The liability for improper use of a credit card number is limited.
D.Express mail delivery means that most goods can arrive within one or two days.
Which of the following countries has raised the technique of “reverse engineering” to
the position of a major marketing strategy for successfully entering local markets?
A.Taiwan
B.Japan
C.Germany
D.Korea
All of the following are elements of the consumer decision process described in the text
EXCEPT:
A.problem recognition.
B.search.
C.situation.
D.outcomes.
Havaline Corporation sells primarily within the world’s major trading blocs or regions.
The firm is seeking a pricing approach that would offer the best compromise between
global coordination and local adaptation, and is MOST likely to employ:
A.polycentric pricing.
B.penetration pricing.
C.geocentric pricing.
D.ethnocentric pricing.
Which of the following statements about “seekers” is true?
A.Highly segmented markets.
B.Dominance of service economy and high-technology sectors.
C.Infrastructure-related projects are high priority.
D.Industrialization and service sector expenditures assume greater importance.
Wal-Mart had some troubles when trying to enter the German market. Which of the
following was NOT one of the troubles?
A.Availability of suitable companies to acquire.
B.Price controls that prevent below-cost selling.
C.Strict zoning laws that make it difficult to get permission to construct big stores.
D.Rigid labor laws that prohibit some of the low wage and overtime work practices.
The _____ captured the degree to which a country’s population tend to be impulsive,
want excitement, and become emotionally involved with products and people.
A.focus strategy
B.think dimension
C.think centre
D.feel dimension
Marketing to poor people across the globe is called all of the following EXCEPT:
A.”Selling to the bottom of the pyramid.”
B.”B2-4B.”
C.”Selling to pre-markets.”
D.”Selling out to free markets.”
All of the following are factors typically considered during preliminary screening
EXCEPT:
A.political stability.
B.geographic distance.
C.direct experience.
D.economic development.
P&G’s Pert Plus in North America is Vidal Sassoon in Asia. This is an example of:
A.iconic brands.
B.global brands.
C.local brands.
D.regional brands.
The America-First Corporation is preparing to engage in a series of negotiations with
Japanese businessmen. All of the following are likely to describe the American
negotiators EXCEPT:
A.Type A negotiator.
B.dynamic.
C.low on emotionalism.
D.risk-taking.
In which of the following phases of global marketing must the specific culture be
understood at a much deeper level?
A.Local marketing
B.Foreign selling
C.Global management
D.International marketing
Fox Corporation seeks to aggressively enter the world’s fastest-growing economies. The
firm is most likely to concentrate on:
A.newly industrialized economies.
B.agricultural economies.
C.mature economies.
D.raw material exporters.
The urban population in China offers a much more accessible marketplace than the
rural areas mainly because of _____ in these emerging countries.
A.the high political unrest
B.the weak infrastructure
C.the economic stagnation
D.trade laws
The use of advertising and commercials is greater in _____ markets.
A.North American
B.Japanese
C.European
D.Australian
Clearwater Creek Corporation is considering the use of mail order as a tool for
“cracking” the Japanese market. The firm’s strategy will likely benefit from all of the
following characteristics of the current Japanese market EXCEPT:
A.the ability to bypass the Japanese distribution system.
B.comparatively low tariff rates for mail order goods.
C.Japanese concerns about quality and sizing.
D.the strength exhibited by the Japanese yen.
Which of the following types of information is typically the MOST difficult type of
competitive data to obtain?
A.Reliance upon a low price strategy
B.Reliance upon a differentiation strategy
C.The motivation of customers
D.Strengths/weaknesses of distribution systems.
Many new growth markets have sought to enhance their attractiveness and/or economic
power by creating:
A.trade blocs.
B.import quotas.
C.labor unions.
D.trade unions.
Prior to entering new foreign markets, the Carrefour Corporation compiles and releases
information about local jobs to be created, positive impact on GDP, and the amounts of
local content to be purchased. The firm is attempting to blunt local misgivings through
the use of preemptive:
A.trade promotion.
B.in-store promotions.
C.cross-marketing.
D.public relations.
Which of the following typically presents a confusing maze of governmental
regulations to global marketers seeking to standardize products?
A.Japan
B.China
C.The United States
D.Germany