Based on Hofstede’s classification, Japan is low on both:
A.power distance and masculinity.
B.risk tolerance and context.
C.individualism and power distance.
D.risk tolerance and individualism.
Which statement is FALSE about the practice of outsourcing?
A.Politicians in the U.S. prefer outsourcing as it makes companies more efficient.
B.It is more common in companies that have high labor costs.
C.It allows more goods to be produced at a lower price.
D.Resources are allocated according to the principle of comparative advantage.
According to some researchers, which country is more of a “think” country as opposed
to a “feel” country, and this finding was counter to other cultural analyses?
A.Austria
B.The U.S.
C.France
D.Italy
Of all mature markets the most complex distribution system and most spoiled
customers are probably found in:
A.the United States.
B.Germany.
C.Great Britain.
D.Japan.
The GREATEST challenge to the successful adoption of the horizontal form of global
marketing organization typically comes from:
A.horizontal structures that enable authoritarian style.
B.local governments.
C.the people, they do not always respond to equality.
D.ethnocentricity.
Globalization has:
A.made marketing research obsolete.
B.narrowed the focus of marketing research.
C.broadened the scope of marketing research.
D.reduced concerns for economic/political volatility.
According to the text, in most cultures, attempts to affect behavior directly are best
accomplished through the use of which medium?
A.Radio
B.Television
C.Newspapers
D.Magazines
Which of the following traits of the salesperson is typically more important in foreign
lands than in the salesperson’s home country?
A.Appearance
B.Self-confidence
C.Enthusiasm
D.Assertiveness
The Borg-Warner Corporation produces a variety of component parts that can be added
to its basic product design to create final products that are “tailored” to the specific
preferences of customers in many countries. The firm is employing:
A.modular design.
B.core marketing.
C.adaptation analysis.
D.platform marketing.
The McDonald’s Corporation routinely notifies national and local media each time a
new Ronald McDonald House opens. The firm is making use of:
A.point-of-purchase promotions.
B.publicity.
C.in-store promotions.
D.trade promotions.
In Japan a lot of companies belong to _______________________ groupings. These
groupings usually include some world-wide trading companies.
A.Monopolies
B.Chaebol
C.Keiretsu
D.Dae Woos
Pennzoil Corporation’s logo features a Bengal tiger in an elaborate cage emblazoned
with the slogan “Tame the Power.” The firm will probably have to use a different logo
in:
A.Europe.
B.Russia.
C.South America.
D.India.
The typical high-end consumer in the Middle East does not hesitate to pay top price for
the newest products and brands in the market. One reason is that:
A.Middle Eastern consumers are not brand and status conscious.
B.there is equal income distribution across countries.
C.competition in luxury goods is not intense in these markets.
D.price is not an object, or, more precisely, high price can even be attractive.
Doing business in the Middle East can be complicated because:
A.religious rules and prohibitions are strictly enforced.
B.the Arab countries have laws that restrict trade with the west.
C.there are low taxes in Arab countries.
D.people are unfriendly toward foreigners.
The Ralph Lauren Corporation is considering entry into Russia and China. What
problems the firm might face due to the size, diversity, and isolation of these markets?
How might they be overcome?
The Vita Vitamin Corporation has traditionally combated the gray trade problem by
supporting its authorized dealers with the provision of a wide variety of
customer-oriented incentives and superior service. The firm’s “anti-gray” market
strategy is BEST described as:
A.strategic attack.
B.dealer interference.
C.supply interference.
D.demand interference.
When American Standard introduced its line of products in Russia, what did they
discover about entrepreneurs and their reasoning?
A.They wanted the cheapest equipment to save costs.
B.They wanted more colors.
C.They wanted top of the line products and went to Europe to get it.
D.Western companies are not willing to pay top dollar for their offices.
Prices are set at their appropriate levels in each local market on an individual basis
without constraints from headquarters under:
A.ethnocentric pricing.
B.geocentric pricing.
C.polycentric pricing.
D.situational pricing.
For which of the following advantages is location fixed?
A.Low cost labor
B.Services
C.Knowledge workers
D.Raw materials
The two trade blocs in the Middle East are:
A.the Gulf Cooperation Council and the Arab Maghreb Union.
B.Middle East North Africa and the Arab Maghreb Union.
C.the Gulf Cooperation Council and Middle East North Africa.
D.EU Mediterranean countries and the Gulf Cooperation Council.
The Soft-ware Corporation, a major producer of computer software, has determined that
a JIT system employing very small local inventories produces great cost savings for the
firm while enhancing channel satisfaction. In order to derive the greatest benefit from
this system, Soft-ware is likely to emphasize the use of:
A.ocean-going vessels.
B.air express.
C.sea-train systems.
D.piggyback shipping.
A company fortunate enough to establish a strong brand image in a country known for
its expertise in a certain type of product is likely to benefit from a favorable:
A.brand position effect.
B.country of origin effect.
C.localization effect.
D.adaptation effect.
Porter’s “five forces” model emphasizes all of the following considerations EXCEPT:
A.rivalry.
B.international law.
C.substitutes.
D.buyer power.
The exchange of one currency for another for a fixed period of time is called a:
A.swap.
B.transfer contract.
C.forward contract.
D.price control contract.
Simon Anholt has worked with GMI International, a market research firm, to develop
national profiles, also of cities and regions, which can be used to identify strengths and
weaknesses in the national image. Which of the following is a dimension identified by
him?
A.Culture & Heritage
B.Imports
C.Risk avoidance
D.Insurance
When Stanley Tools of Brazil first started exporting its tools to other countries, what
major change did it have to make in the products?
A.Omitted the “Made in Brazil” labels
B.Lowered the prices to match the foreign competitor’s prices
C.Changed the package to be more colorful
D.Changed the tools to the metric system
In developing markets, all of the following about product positioning are true EXCEPT:
A.customer needs are basic.
B.domestic alternatives are weak.
C.initial offering usually consists of standardized simpler selections.
D.strong need for Extensive after-sales service.
The WPP Group is a “Big Four’ agency conglomerate. Which of the following is a main
agency brand of this conglomerate?
A.BBD&O
B.J Walter Thompson
C.Kaplan
D.Leo Burnett
Which of the following cities was ranked first in a 2005 survey on place branding?
A.Paris
B.London
C.Berlin
D.New York
Natural barriers are MOST likely to be a major concern in:
A.advanced countries.
B.undeveloped countries.
C.developing countries.
D.emerging countries.
Global advertising is MOST powerful when the _____ communicated can be identical
across countries, the _____ used carry the same meaning across countries, the product
_____ desired are the same, and the _____ conditions are similar across markets.
The America-First Corporation often employs judgmental techniques in its forecasting
techniques. Why should the firm employ the Delphi method in conjunction with the
usual jury approach? What problems may result from using these methods?
Explain the term “coordination.”
Brand names are basically symbols that identify the maker of a product or provider of a
service. Describe any two types of brands with examples.
The Mars Corporation understands that its mature markets are populated by
sophisticated customers with varied, and sometimes, idiosyncratic tastes. What
marketing tools should the firm employ in its efforts to gain an advantage in these
markets?
Briefly explain the concept of metaphors as put forth by Martin Gannon. Is football a
good metaphor for American business people? Do recent trends in American business
and/or practice confirm this metaphor or confound it?
The Motorola Corporation tends to seek out new growth markets for entry. What is an
NIE and why might Motorola find it attractive?
The basic “product” sold through the _____ approach to licensing is a well-recognized
brand name carefully marketed under standardized advertising, promotion, and
customer service program controlled by the owner.
Explain the differences between Porter’s diamond theory, and the International Product
Cycle theory. Which of these are more applicable to the present day economies of the
world?
Barilla is a small, family-owned Italian food company which has been amazingly
successful in the mature U.S. market. What accounts for its success against such giants
as Kraft?
_________________ means treating regions of the world as the new ___________ unit.
The development of the “hard” concept of brand value was spurred by the need to
assess company value in _____, _____, and _____.
Although the idea of relationship marketing is adaptable to _____, it is obviously more
applicable in _____ marketing
In emerging markets, _____ is the basic segmentation criteria, BUT it may be defined
in terms of access to _____ or _____ currency.
Graham has analyzed negotiations in many cultures and identified four sequential
stages that characterize information exchange in most business negotiations. These are
_____, _____, _____, and _____.
Pier One Corporation is considering entering the Latin American market. You have
been asked to provide a briefing on this potential market with regard to the firm’s line of
specialty goods. Proceed.
The Brand-All Corporation is preparing to convert several of its local brands to global
brands. Briefly review the firm’s options. What is the firm’s BEST option?
Subway Corporation, a major force in the U.S. fast food restaurant business, is
preparing to introduce its “Healthy Way” restaurants in several European and Asian
markets. The firm’s advantage is derived from several patented cooking processes and
preparation techniques that drastically reduce the fat and cholesterol content of virtually
any dish for which they are used. Subway has also patented healthy alternatives for
virtually all seasonings and sauces used for its foods. How can Subway best accomplish
its entry goals while maintaining its firm-specific advantages, retaining the option for
local adaptation, and minimizing the political risk that may attend investment in some
foreign countries? What disadvantages would accompany this approach?