The America-First Corporation has traditionally done quite well in its Canadian
endeavors. In part their success may be explained by the fact that both the U.S. and
Canada are best described by:
A.strong uncertainty avoidance/masculine.
B.strong uncertainty avoidance/feminine.
C.weak uncertainty avoidance/feminine.
D.weak uncertainty avoidance/masculine.
The GE/McKinsey Matrix, an extension of BCG’s growth share matrix involves all of
the following EXCEPT:
A.an elaboration of what makes a market attractive beyond growth.
B.what determines competitive strength beyond market share.
C.focuses primarily on allocation of funds between products in attractive markets where
the firm’s competitive strength is high.
D.the fact that Question Mark products do not require support to become stars in
fast-growing markets.
Global marketing coordination requires more top-down centralization and a
companywide resource planning tool. The typical solution is to adopt a version of what
has come to be called a(n):
A.allocation approach.
B.portfolio approach.
C.kontakt sampler.
D.Atari portfolio.
All of the following are components of customer satisfaction in mature markets
EXCEPT:
A.slotting fees.
B.the surprise quotient.
C.high quality.
D.emotional factors.
In most of its foreign markets, the Purina Corporation feels it necessary to employ
sophisticated market research to fine-tune its market segmentation strategy because the
customers are increasingly particular, with well-developed preferences; they are eager
to satisfy varied and idiosyncratic tastes. Purina is PRIMARILY active in:
A.saturated markets.
B.new growth markets.
C.emerging markets.
D.mature markets.
Citibank Corporation is preparing to enter Russia, a large country encompassing many
subcultures and dialects. The firm may find it especially useful to employ:
A.income segmentation.
B.product positioning segmentation.
C.brand image segmentation.
D.ethnic market segmentation.
Intel components in personal computers are an example of:
A.endorsement brands.
B.ingredient brands.
C.family brands.
D.umbrella brands.
Which of the following products is considered “naturally” more global in nature?
A.Food products
B.Clothing
C.Computers
D.Entertainment
Direct payments to foreign retail distributors to gain shelf space are called:
A.bribes.
B.shelf liners.
C.distribution allowances.
D.slotting fees.
Large firms interested in global expansion and control are MOST likely to choose
which of the following strategic postures?
A.Protected
B.Control
C.Fragmented
D.Incremental
When it reorganized to be globally competitive, Nestl had to do all of the following
EXCEPT:
A.introduce a new supply chain management system.
B.hire more competent top executives.
C.start using IT more.
D.consolidate accounting, administration, sales, and payroll records on a regional basis.
In developing markets, marketing research typically focuses upon:
A.the feasibility of marketing activities.
B.reaching out to large population.
C.product positioning.
D.the buyer.
Which of the following methods of budgeting for advertising is based on the amount
spent by competitors?
A.Objective-task
B.All-you-can-afford
C.Percentage-of-sales
D.Competitive parity
The uncertainty that characterizes developing markets forces the local marketer to
become adept at:
A.penetration pricing.
B.environmental scanning.
C.distribution margins.
D.media selection.
The Disney Corporation is considering entry into China. The firm, active in the
technology and entertainment industries, does have some hesitation about the risk
associated with entry, but is convinced that China will be a prime market in the future
and cannot be ignored. What risks might the firm face in the Chinese market? If it
decides to enter, how should the firm attempt to enter such a large market about which
it knows little?
General Motors Corporation, like many American firms, often makes exaggerated
claims in foreign advertising. If foreign consumers accept this “puffery” as a fact in
making their purchase decision, the most likely result will be:
A.a significant increase in brand image and loyalty.
B.a significant lowering of pre-purchase expectations.
C.dissatisfaction due to expectations based on experience.
D.a significant decrease in post-purchase satisfaction.
The title or ownership to exported goods generally follows the:
A.bill of lading.
B.letter of credit.
C.purchase warrant.
D.C.I.F. document.
The Hankook Corporation employs uniform advertising themes and concepts across its
world markets making only linguistic and media changes as necessary. The firm’s
approach would be BEST described as:
A.purely global advertising.
B.multidomestic advertising.
C.country-specific advertising.
D.localized advertising.
The degree to which the firm might be granted a higher price by the market as a result
of the particular strengths of its product is called the:
A.premium price differential.
B.skimming differential.
C.experience curve differential.
D.brand image differential.
According to the text, the most common approach to global advertising, which allows
creative flexibility at the local level, is:
A.pattern standardization.
B.multidomestic standardization.
C.comparative parity.
D.competitive parity.
With regard to the products sold in NIE markets, all of the following are true EXCEPT:
A.basic localization is generally required.
B.generic products, because of their low price, are formidable competitors.
C.the “no adaptation” option should be given a serious consideration.
D.”foreign” goods often enjoy an advantage.
One common characteristic of the “four dragons” is a sort of love-hate relationship
which they share with:
A.the United States.
B.England.
C.Germany.
D.Japan.
A foreign product can seldom compete with a Chinese product on a price basis because
of:
A.the local brand status.
B.the local brand preference.
C.the quality difference.
D.the high tariffs.
Which of the following indices (published by the Business International Market Report)
attempts to capture the dynamics of the market place by double-weighting
private-consumption expenditures, car ownership figures, and the proportion of urban
population?
A.Market intensity
B.Market size
C.Market growth
D.Market dynamics
In countries characterized by distribution complexity and/or idiosyncratic customer
requirements, Philip’s Corporation typically contracts with domestic firms to sell their
products in those markets. The firm is employing a(n):
A.distribution alliance.
B.joint venture.
C.direct foreign investment.
D.turnkey investment.
The Neilsen Corporation typically employs formal surveys to guide their marketing
activities. This practice is likely to be least helpful in:
A.individualistic cultures.
B.Western markets.
C.high-context cultures.
D.market audits.
In which of the following countries have manufacturers most aggressively engaged in
forward integration?
A.Japan
B.The United States
C.Germany
D.Great Britain
The basic service package emphasizes:
A.service features.
B.generic benefits.
C.brand image.
D.physical surroundings.
Which of the following is typically the MOST critical component of the marketing mix
for a firm operating in a developing market?
A.Product quality
B.Promotion
C.Distribution
D.Pricing
According to the text all of the following tend to be effective sales promotion tools in
Latin America EXCEPT:
A.posters and billboards.
B.free samples.
C.cents-off coupons.
D.demonstrations.
The most significant development in global wholesaling has been the trend toward:
A.integration.
B.decentralization.
C.monopolization.
D.governmental control.
The fact that global strategies often involve centralization means that they are likely to
make a firm’s culture:
A.polycentric.
B.geocentric.
C.multi-centric.
D.ethnocentric.