In which of the following roles is the marketing manager PRIMARILY required to add
knowledge of the culture and behaviors of foreign customers to his or her basic
marketing skills?
A.Global management role
B.Export manager role
C.Local marketing abroad role
D.International transference role
If you were considered more of a “think” country, what type of advertising message
might work better in your country?
A.One with a lot of imagery like in Japan.
B.Very dramatic ads like in theater.
C.Ads with more of a lecture format.
D.Ads with a lot of pictures, especially those with color.
The largest percentage of the population in the Russian market would be BEST
described as:
A.Kuptsi.
B.Cossacks.
C.Business Executives.
D.Russian souls.
When entering NDC markets, the Hewlett-Packard Corporation traditionally expects to
assure appropriate after sales service for its electronics products by creating its own
service network and investing significant amounts on training a service staff. The firm
is “localizing” its marketing effort by:
A.employing a penetration strategy.
B.adapting its basic product functions.
C.adding to its value chain.
D.subcontracting promotional support.
The basic satisfaction desired by the consumer is provided by the:
A.core service.
B.augmented service.
C.packaged service.
D.localized service.
The Dewey, Cheatam, and Howe Corporation would like to expand its legal services
operations to foreign countries, most of which require local certification and bar foreign
residents. The firm is MOST likely to employ:
A.strategic alliances.
B.exporting.
C.licensing.
D.foreign direct investments.
The Papa John’s Corporation is preparing an advertising campaign for France. Which of
the following media will probably receive the greatest emphasis?
A.Online
B.Outdoor
C.Radio
D.Cinema
Which of the following is LEAST useful for setting global advertising budgets?
A.Percentage-of-sales
B.Competitive parity
C.Objective-task
D.Budget build-up method
Which of the following types of promotion tends to enjoy the highest credibility in most
NDC markets?
A.Word-of-mouth
B.Television
C.Radio
D.Sales people
The America-First Corporation often employs licensing as a means of entering foreign
markets. This approach would be described as the:
A.internalization option.
B.legalistic option.
C.transference option.
D.externalization option.
In the Far East and some other nations, negotiating a contract is different from the
Western method. How is it different?
A.The Far Eastern people are more open about the negotiations.
B.The people in the Far East are very confrontational with details.
C.The Far Eastern people are more indirect, and the time period is more protracted.
D.All the Far Eastern people care about is the price in the short-run.
Hershey’s Corporation is introducing its global brand as a replacement for local brands
in several markets. During the introductory period, the firm will put both names and
logos on its products, and will drop the local brand after the global brand has been
accepted. The firm is using the tactic of:
A.summary axing.
B.double-branding.
C.endorsement branding.
D.piggybacking.
The process of evaluating candidates for foreign entry begins with:
A.in-depth screening.
B.on-site visits.
C.preliminary screening.
D.country identification.
To strike an appropriate balance between headquarters’ need for central coordination
and the local subsidiary’s motivation for implementing the global strategy is the KEY
issue for:
A.compensation system.
B.organizational design.
C.organizational development.
D.changing reporting lines.
Technology transfer is usually easiest for:
A.firms with marketing FSAs.
B.manufacturers.
C.service franchisers.
D.the firms where the advantages are not embodied in the product.
In which of the following organizational forms are the country and the product given
equal emphasis?
A.The international division
B.Export departments
C.Matrix organizations
D.Transnational organizations
What type of orientation, companies still have when it comes to global marketing?
A.Customer orientation
B.Production orientation
C.Pricing orientation
D.Selling orientation
Gray traders are experts in:
A.arbitrage.
B.piracy.
C.counterfeiting.
D.knockoff products.
Which of the following is the most recent form of political risk?
A.Expropriation
B.General instability
C.Finance
D.Terrorism
Product lines may differ across global markets as a result of all of the following
EXCEPT which one?
A.Promotion
B.M&As
C.Preferences
D.History
The areas under consideration in a place branding concept include all of the following
EXCEPT:
A.prerequisites.
B.pulse.
C.potential.
D.pressure.
Tariff barriers are typically the highest in:
A.saturated markets.
B.mature markets.
C.emerging markets.
D.new growth markets.
The art of persuading another person to buy is at the core of:
A.advertising.
B.publicity.
C.salesmanship.
D.public relations.
Which of the following is best described as an arbitrage mechanism which equalizes
prices between markets in different countries?
A.The black market
B.JIT systems
C.Direct channels
D.Gray trade
For which of the following types of businesses are the seller’s FSAs MOST likely to be
uniquely lodged in the distribution channels used?
A.Fast-food franchising
B.Apparel
C.Home furnishings
D.Hobby supplies
Under __________, a foreign firm is allowed to use another firm’s proprietary
technology and/or know-how in return for a fee plus a royalty on revenues.
A.a turnkey contract
B.licensing
C.direct exporting
D.indirect exporting
Why is marketing infrastructure poorly advanced in emerging markets?
A.Lack of many consumer products in the past.
B.Low per capita income.
C.Marketing research is more focused on the buyer than the feasibility of various
marketing activities.
D.Communication media is efficient in reach and coverage.
When trying to find a distributor in a foreign market, the most common approach to
take is to
A.start your own from scratch so you are in control.
B.negotiate a licensing agreement from the start.
C.use existing channels
D.only use discount retailers so the price will be lower.
Collectively, the factors of market, competition, cost, technology, and government
constitute:
A.globalization drivers.
B.market segments.
C.segmentation variables.
D.adaptive criteria.
At the basic level, a product must deliver its promised:
A.core benefits.
B.esoteric benefits.
C.intangible benefits.
D.extrinsic benefits.
While entering foreign markets, a great potential in a physically distant market may not
be exploited because of:
A.the climatic conditions.
B.the switching costs.
C.the additional transaction costs.
D.the size of the country.
Product need, existing attitudes toward foreign products, and fit between product and
buyer are determinants of:
A.ability to buy.
B.willingness to buy.
C.market sales.
D.sales per customer.