In most of its foreign markets, the American Corporation feels that its major task is the
development of a marketing infrastructure capable of supporting its marketing efforts.
The firm is primarily active in:
A.emerging markets.
B.saturated markets.
C.new growth markets.
D.mature markets.
How does a Japanese negotiator differ from an American negotiator?
A.Japanese negotiator spends relatively short period of nontask sounding.
B.Japanese negotiator provides high first offers with long explanations.
C.Japanese negotiator will use aggressive persuasive tactics in persuasion phase.
D.Japanese negotiator will adopt a sequential approach to decision making.
_____ offer more than just the physical product, the way the Harley-Davidson brand
signifies more a lifestyle than just a motorcycle.
A.Experiential brands
B.Iconic brands
C.Brand portfolios
D.Brand extensions
The long-term orientation, which tends to be a characteristic of Asian than Western
cultures, is described by Hofstede by which of the following cultural dimensions?
A.Masculine versus feminine
B.Confucianist dynamics
C.Uncertainty avoidance
D.Power distance
The complexity of global marketing and the potential for cultural conflict serve to place
strong emphasis upon the organization’s:
A.advertising skills.
B.people skills.
C.financial skills.
D.production skills.
The Pillsbury Corporation begins its budgetary process for advertising by explicitly
identifying and quantifying the goals of the effort. The firm is employing the:
A.percentage-of-sales approach.
B.objective-task approach.
C.all-you-can-afford approach.
D.competitive parity approach.
The willingness of the individual to listen to what others say and think is called:
A.motivation to comply.
B.individualism.
C.high involvement.
D.low involvement.
Wherever possible, the Yellow Freight Corporation loads freight containers, which may
be a truck trailer, onto rail flatcars to avoid problems presented by poor and/or
overcrowded roads. The firm is using a:
A.roll-on-roll-off system.
B.just-in-time system.
C.ride-on-rail-only system.
D.road-on-rail-out system.
Search engines such as Google make information easily available over the Internet.
This is also called:
A.insourcing.
B.open source software.
C.workflow software.
D.in-forming.
At the Summit of the Americas in 1994, the participating 34 countries agreed to
construct a:
A.LAIA
B.ANCOM
C.MERCOSUR
D.FTAA
The world’s leading brand managers generally agree that their brands can be best
differentiated from those of competitors by laying emphasis on:
A.standardization.
B.customer service.
C.quality.
D.functional performance.
Halliburton Corporation places heavy emphasis upon the repatriation of profits from its
foreign operations. Which of the following would the firm be MOST likely to employ
for that purpose?
A.Hedging
B.Currency returns
C.Transfer pricing
D.Price escalation
When using the regression method of forecasting, independent variables are typically
divided into all of the following subgroups, or components EXCEPT:
A.the size component.
B.the willingness to buy component.
C.the purchase value component.
D.the ability to buy component.
In order to realize e-commerce’s potential as a global marketing tool, global consumers
must gain access to which of the following?
A.Telemarketing
B.Intranet
C.Home pages
D.Information superhighway
The more common alternative to a pan-European strategy is:
A.a niche strategy.
B.a market retreat strategy.
C.a “cash-out” strategy.
D.an enclave strategy.
Western Auto Corporation, a major producer of automotive parts and accessories,
supports racing teams in all of the world’s great races. Though the cost is high, the firm
feels that its association with world-class racing will positively affect quality
perceptions, and its appearance on global television will enhance its global brand
image. Western Auto is promoting its products through the use of:
A.sponsorships.
B.personal selling.
C.point-of-purchase promotions.
D.trade promotions.
Prior to targeting a foreign country for entry, the America-First Corporation routinely
studies maps to evaluate the country’s geographic features, assesses its climate and
weather patterns, and conducts on-site visits to develop a personal “feel” for the
country. The firm is attempting to assess its potential market’s:
A.economic environment.
B.physical environment.
C.socio-cultural environment.
D.regulatory environment.
The practice of using transfer pricing to support foreign subsidiaries is essentially a
corporate version of:
A.antitrust laws.
B.anti-dumping laws.
C.price controls.
D.government subsidies.
All of the following statements about mass marketing in Latin America are true
EXCEPT:
A.creative packaging of low volume/price units is helpful.
B.new products should be “rolled-out” slowly.
C.cultural idiosyncrasies are no longer a factor.
D.advertising is critical.
Which of the following represents the assessment of likely results in a given situation
using contemplated strategies?
A.Market potential evaluation
B.Sales forecast
C.Market dynamic forecast
D.Cluster map
Among other tactics, what did Barilla do in retail stores to enhance the sales of their
pasta?
A.They offered discount coupons.
B.They gave out free samples.
C.They spent a lot on purchasing shelf space.
D.They hired sales reps to cool the pasta on-site.
Nixdorf Corporation would like to employ a high “skimming” price buttressed by a
high status “image” in its foreign markets. The firm’s pricing approach is likely to
generate all of the following problems EXCEPT:
A.the necessity of targeting relatively small niches.
B.the likelihood of facing dumping charges.
C.slower market growth.
D.the attraction of competitors.
Two considerations are important when deciding how to position a product in a foreign
market. One consideration is the product life cycle stage, and the other is:
A.the price the consumer is willing to pay.
B.the degree to which the market is global.
C.the local advertising/promotion laws.
D.a market’s non-tariff barriers.
Which of the following countries is MOST likely to rely on domestically-owned
agencies abroad for the local advertising efforts of its multinational firms?
A.The United States
B.Japan
C.Great Britain
D.France
For which of the following in-depth screening factors is consideration of the impact of
business cycles MOST important?
A.Market size
B.Competitive intensity
C.Market growth
D.Trade barrier effectiveness.
The Sheraton Corporation, operator of a global chain of world-class hotels, is
convinced that the key to success is service delivery. The firm will pay extra attention
to:
A.the core service provided.
B.generic benefits.
C.the augmented service.
D.the formal service package.
Which company in the U.S. merged with South African Brewers to form the second
largest brewery in the world?
A.Anheuser-Busch
B.Budweiser
C.Heineken
D.Miller
Pan- European pricing is a particularly complicated issue because of:
A.multiple currencies.
B.euro currency.
C.varied exchange rates.
D.high inflation.
The function of “damage control” is typically carried out by:
A.in-store promotions.
B.public relations.
C.cross-marketing.
D.point-of-purchase promotions.
Which of the following is the MOST important factor that affects the speed with which
a new product is diffused across national boundaries?
A.Relative advantage
B.Compatibility
C.Complexity
D.Relative superiority
Forecasted revenues and costs are used to identify the country market that best
leverages a firm’s resources during which of the following stages of the attractiveness
evaluation process?
A.Country identification
B.Preliminary screening
C.Final selection
D.In-depth screening
One problem with analyzing trade barriers and their effects is that the
A.barrier depends on the exact specification of the products entered.
B.barrier is written in a language different from English, many times.
C.actual barrier differs from what is published by the foreign government.
D.trade barrier may be politically motivated.
When the local consumers want to learn from a successful foreign culture, _____ will
be a mistake.
Trompenaar’s believed that culture is best viewed as “the way in which people _____.”
The America-First Corporation seeks to use the same marketing ideas in as many of its
foreign markets as possible. The firm is seeking to employ ____________________
marketing.
Briefly distinguish between “global” and “regional” products. Why are services more
difficult to standardize compared to products?
_____ is basically the added value that a strong brand offers to the customer and to the
firm.
Those countries which are considered _________________________ usually have high
natural barriers to entry whereas _____________________ nations normally have
lower natural barriers.
In a(n) _____ organization, prices are set at their appropriate levels in each market
separately, without constraints from headquarters; a(n) _____ scheme employs a global
or regional standard plus a markup that is variable across countries; and a(n) _____
approach results in the same price being charges to all customers regardless of
nationality.
As economic development takes place, and buying behavior involves more than simple
necessities, consumers start developing their own _____.
Briefly describe the concept of country-specific advantage and differentiate between
absolute and relative advantages. Why should the marketer be concerned with firm
specific advantages and barriers to entry?
Briefly summarize the basic advantages of a global approach. Given these advantages,
why do local country managers typically have to be “dragged” into globalization?
Friedman’s notion is that a number of forces have come together to create a
____________________ for all countries and competitors, allowing smaller firms and
firms in _________ countries to compete effectively around the world.
_____ identifies five sources of competitive pressures on the firm in a given industry:
rivalry, new entrants, _____, buyer power, and supplier power.
In its domestic market, the Revlon Corporation often faces competition from Third
World competitors offering copies of the firm’s products – often with simplified features
– at discounted prices. What are the likely results of this competition? How can Revlon
BEST respond?
Both product and country are given equal emphasis in a(n) _____ organization. _____
organizations scatter the components of their value chains across many countries.
Once the manager has gained some understanding of what drives the consumer brand
choices in a given market, it is time to decide whether a global or a local brand is best.
State any three factors that should be considered prior to decision making.
Some of the factors to consider are the following: Is the market/product category
global? If it is, a global brand is likely to be preferable. By contrast, in multidomestic
markets, local fit and identity matter, favoring a local brand. Is the competition global?
If yes, a global brand would be better equipped to handle competitive pressures. In
markets with strong local competition, it might be better to attempt to acquire a local
brandor stay out of the market completely. Do other global competitors use global
brands?
Explain the functions of retailers.