The __________ is defined as the ability to sustain a business based on a very small
volume of sales to a global niche segment.
A.chasm
B.”long tail” phenomenon
C.diffusion process
D.CAGE concept
According to Keegan, the Exxon slogan of “Put a Tiger in Your Tank” which is used
over most of the world is what type of strategy?
A.Product extension-communications adaptation
B.Product adaptation-communication extension
C.Product-communication extension
D.Dual adaptation
Different segments, different positioning is a(n):
A.localized, nonglobal strategy.
B.strategy where segments differ but the positioning appeals stay the same.
C.true global strategy.
D.adapted doctrine.
Born global firms rely on _____ for most of their expansion abroad.
A.labor quality
B.CSAs
C.their customers
D.networking
The Nissan Corporation routinely leases warehouse space in Federal Express air
terminal facilities. The firm receives orders for its most popular products, and ships
them from these “terminal facilities.” The primary goal of Nissan’s strategy is to:
A.avoid warehousing costs.
B.reduce its property tax liability.
C.minimize the use of transportation specialists.
D.reduce response time.
Ralph Lauren uses which brand strategy in the ad “Polo by Ralph Lauren”?
A.Brand extensions
B.Umbrella brands
C.Endorsement brands
D.Corporate brands
According to the gap model, the highest or ideal quality is termed as the:
A.predicted service.
B.adequate service.
C.tolerated service.
D.desired service.
How have Brazilian companies been able to project the recent improvement in the
quality of their products over the past few years?
A.They have spent a lot of money on labor.
B.They have received honors from the Harvard Business School.
C.They have received many certificates of quality from the ISO.
D.The IMF has loaned them quite a lot of money, lately.
In order to enter some of its foreign markets with a direct marketing program, the
Abrams Corporation routinely negotiates with local intermediaries who possess the
required infrastructure and market knowledge to enhance the potential for success. The
firm’s global direct marketing approach is built around the use of a(n):
A.do-it-yourself approach.
B.intermediate approach.
C.cross-marketing approach.
D.strategic alliance approach.
Firms involved in direct exporting typically arrange for their products to be shipped to
the border of their foreign markets:
A.by their wholly-owned transportation fleets.
B.in carriers owned by foreign customers.
C.by independent freight forwarders working with a shipping agency.
D.in carriers owned by a chaebol of which the seller is a member.
According to the text, brands that cover a diverse set of products that are still more or
less related are called:
A.umbrella brands.
B.family brands.
C.endorsement brands.
D.corporate brands.
No matter which strategy is picked, diversification or focus, what seems to be the best
determinant of a company’s profitability in foreign markets?
A.Diffused objectives.
B.Loyal employees.
C.Clearly articulated objectives.
D.Good products.
Fernisol has identified Africa as a foreign market for a joint venture. Which would be
the next key decision that would make joint venture successful for Fernisol?
A.Selection of the local market to enter.
B.Selection of a partner.
C.Selection of a currency for payments.
D.Selection of a brand name for resulting products.
Mozartkugels are a quintessential Viennese chocolate product, which illustrates how a
local brand can become:
A.counterfeited.
B.customized.
C.experimental.
D.iconic.
Which of the following independent middlemen specializes in getting customs
procedures done quickly?
A.Customs officials
B.Sellers
C.Customs shelters
D.Customs facilitators
Under the four dimensions of Ghemawat’s CAGE concept, regulatory differences
between countries which pose problems are referred to as:
A.cumulative distance.
B.administrative distance.
C.geographic distance.
D.economic distance.
The major regional trade agreements affecting Latin America are _____, _____, _____,
and NAFTA.
The Chinese consumer:
A.is not price-sensitive.
B.prefers impersonal business transactions.
C.prefers foreign brands because of their superior status.
D.will not purchase Western products.
The primary movers in the raising of globa competitive stakes have been the:
A.Americans.
B.Europeans.
C.Japanese.
D.South Americans.
“Hard” benefits refer to:
A.the affinity that comes from being loyal to “your own” brand.
B.the approval from your peers when selecting a well-recognized brand.
C.the benefits to the firm when they are closer to the bottom line.
D.the sense of security that comes from choosing a well-known brand.
The opening of company-owned stores is an example of typical:
A.iconic brand-building strategy.
B.dual branding strategy.
C.experiential branding.
D.sub-branding.
Clairol Corporation would like to test several of its products for launch into Asia. The
firm would like to conduct test marketing in the most demanding market in the region.
Clairol is most likely to choose:
A.Pakistan.
B.China.
C.Singapore.
D.Taiwan.
“Tickers” are:
A.ads that appear once a site has been loaded but before you get an access.
B.banner ads that move across the screen.
C.boxed “inserts” on the screen that pop up as you open a Web site.
D.elongated boxes on the top or the bottom of the screen.
Many cities now actively compete to host trade fairs because of all of the following
EXCEPT:
A.the boost to the local economy.
B.the international exposure.
C.enhanced global image.
D.attracting superfluous competition.
WorldCom Corporation has begun to disperse its functional operations to specialized
“resource centers” scattered across the globe. This firm is a(n):
A.geographical/regional organization.
B.matrix organization.
C.transnational organization.
D.international organization.
A natural first segmentation criterion in China is:
A.geographic region.
B.political groups.
C.income levels.
D.age and gender.
The main idea at the preliminary screening stage of entry evaluation is to do what?
A.Include all countries in which the people could afford the product.
B.Knock out those countries in which the people speak a different language
C.Eliminate those countries that are close to the home base.
D.Eliminate those countries that have obvious problems like political instability.
The MOST severe form of exchange rate fluctuation is:
A.price escalation.
B.reservation escalation.
C.devaluation.
D.dumping.
The “process” by which a country eventually may become an importer of products it
invented is explained by:
A.product positioning.
B.market segmentation.
C.the international product cycle.
D.the multinational trade cycle.
The traditional Japanese distribution system, based on multiple levels of small
wholesalers and more small retailers dealing on a regular basis with consumers who
make frequent, small purchases, has created a climate in which both businesses and
consumers have a long history of close contacts with domestic suppliers that are
familiar with the special concerns of their demanding customers. This climate is
especially likely to create:
A.customer frustrations.
B.natural barriers to foreign entry.
C.a strong desire for large distribution centers.
D.an extremely efficient distribution system.
Although the Compaq Corporation is active in Latin America and can develop
pan-regional ads in Spanish, the firm is aware that different countries exhibit
differences in word choice and/or pronunciations. The firm can BEST address this
problem by:
A.ignoring these small, insignificant differences.
B.developing unique ads for each country.
C.hiring only the largest global ad agency.
D.utilizing localized voice-overs.