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To improve health and hygiene standards around the world, Unilever instituted
a. Global laundry day
b. Global hand washing day
c. Global shampooing day
d. Global tooth brushing day
e. Global face washing day
Industry globalization forces include the following EXCEPT:
a. cost forces.
b. market forces.
c. social forces.
d. government forces.
e. competitive forces.
In emerging markets that are still in an early stage of economic development, a
___________ approach might be more beneficial than ______________.
a. GCCP; UCCP
b. GCCP; NCCP
c. GCCP; XCCP
d. GCCP; LCCP
e. none of the above
In global competition, ______________________ companies may be vulnerable to
large-scale operators
a. demand-oriented
b. niche-oriented
c. supply-oriented
d. technology-oriented
e. consumer-oriented
In the context of reputation building through CSR, the negativity effect means that
_____________
a. Consumers are of skeptical about the motives of companies
b. Firms overlook the short-term effects of CSR on their profit
c. Consumers place more weight on negative publicity than on positive news
d. Negative news travels faster on the web than positive news
e. Negative news spreads faster online than offline
In 2012, in the U.S., the total logistics cost was ______ percent of the U.S. GDP.
a. 1
b. 3
c. 5.5
d. 8.5
e. 10.5
McDonald's golden arches are part of the famous brand. Which of the following
elements best describes that element of the brand that should be protected (according
to the example provided)?
a. the name itself.
b. the slogan.
c. the jingle.
visual imagery.
the size of the logo.
With respect to a brand name changeover strategy, the _________________ strategy
alerts customers about the brand name change (via communications such as in-store
displays).
a. transparent forewarning
b. summary axing
c. fade-in/fade-out
d. pyramid focusing
e. parallel dimension
__________________________ plays a critical role in the development and quality
of a customer relationship management.
a. United Nations
b. Geocentric organization
c. Customer database
d. Training and development
e. Outsourcing
All of the following are exporter strategies when the domestic currency is weak
EXCEPT:
a. stress price benefits.
b. engage in nonprice competition by improving quality, delivery, and aftersale
service.
c. expand the product line and add more.
d. shift sourcing and manufacturing to domestic market.
e. exploit export opportunities in all markets.
India Yahoo! is different from normal portals because is has:
a. no online auctions.
b. astrology.
c. no online shopping.
d. real estate.
e. cricket.
Technological innovation can provide an innovative company a competitive
advantage, or _____________________ over its competitors both at home and
abroad.
a. power gap
b. preference gap
c. technological gap
d. economic gap
e. life cycle gap
______________________ are not stable, since values typically change over time.
a. Value segments
b. Political segments
c. Economic segments
d. International segments
e. Global segments
Factors that might influence foreign exchange rates with respect to political factors
would include election year or leadership change and:
a. money supply.
b. balance of payments.
c. exchange rate control as imposed by a government.
d. size of the military.
e. amount of armed conflict in the world.
Transfer pricing decisions in an international context need to balance off the
interests of a broad range of stakeholders. All of the following would be examples
of those stakeholders EXCEPT:
a. the parent company.
b. the competition.
c. local country managers.
d. host government(s).
e. the domestic government.
Entry strategies for emerging markets include _______.
a. export
b. licensing
c. joint venture
d. direct investment
e. all of the above
In Internet advertising, by clicking on the banner ad, users can be taken to the:
a. internet's databank.
b. advertiser's web site.
c. Netscape's site.
d. Yahoo's site.
e. none of the above.
The pricing strategy most likely to succeed in emerging markets is:
a. very low prices that everyone can afford'”large volume makes up for low margins.
b. premium pricing only'”establish the image of quality and save money on not having
to adapt the product for local sale.
c. cater to the growing middle class and raise prices as income goes up.
d. saturate all price points with different products and make money at all levels.
e. All of the above are equally viable.
Dominant design is synonymous with ________________________.
a. dynamic design.
b. external design.
c. internal design.
d. complex design.
e. standard design.
In the domain of advertising, __________________ means that marketers encourage
their affiliates to adopt, or at least consider, advertising ideas that have proven
successful in other markets. Which of the following standardization benefits applies?
a. scale economics
b. consistent image
c. cross-fertilization
d. global consumer segments
e. creative talent
Very rarely do ______________________ themes work globally.
a. positioning
b. psychograhic
c. demographic
d. geographic
e. segmentation
The __________________ encourages firms to join forces to improve their
export performance by exempting them from antitrust laws. This act was patterned
after similar legislation in Japan and Germany.
a. Sherman Act
b. Clayton Act
c. Federal Trade Commission Act
d. Foreign Corrupt Practices Act
e. Export Trading Company Act
The __________________________________ was established at Bretton Woods.
a. Global Monetary Fund
b. European Monetary Fund
c. International Monetary Fund (IMF)
d. Asian Monetary Fund
e. None of the above
As a branding strategy, _______________ is especially attractive to MNCs that
face well-entrenched incumbent brands in the markets they plan to enter. (This
overcomes the problem of shelf-space denial.)
a. domestic branding
b. national branding
c. manufacturers branding
d. store branding or private labeling
e. service labeling
Which of the following is NOT one of the strategic options available to the marketing
planner, considering various product policies that could be devised for the
international marketplace?
a. product and communication extension--dual extension.
b. communication extension--mono extension.
c. product extension--communications adaptation.
d. product adaptation--communications extension.
e. product and communications adaptation--dual adaptation.
The ___________________ type of manager is characterized as being in charge of
large and/or strategic markets. They also handle government relations.
It has been said that selling is the world over. However, there are differences between
the way that domestic and international selling efforts occur and are managed.
Comment on these differences.
Identify and briefly discuss the various factors/forces which determine the globalization
of potential industries. Indicate common examples of each.
In which parts of the world are private labels popular? Why? What factors might
explain this?
The Mexican version of a free trade zone is called the ___________________.
Social interactions are extremely important in the process of international marketing.
One aspect of the social interaction process is the role of the reference group. Explain
this importance and identify the chief forms of reference groups.
Discuss some of the ramifications of the Internet for global marketing strategies. Also
explain some of the challenges faced by international marketers in the areas of global
branding and Internet-based new products.
Explain the international product cycle theory. Be sure to describe the stages that
a product might pass through.
___________________ restrict all trade with a nation for political purposes.
Describe briefly the history of the Internet. Which nations are becoming prominent
among Internet users? How does their growth compare with the Internet readiness
shown in Exhibit 19-2?
