The Abercrombie and Fitch Corporation is active in many countries where illiteracy is
common. Under such circumstances, the firm would probably seek to disseminate
product knowledge by emphasizing the use of which medium?
A.Television
B.Newspapers
C.Transit advertising
D.Radio
The GREATEST barrier facing American firms desiring to do business in China is:
A.American export controls.
B.China’s loss of MFN status.
C.the Chinese government.
D.the Chinese customers’ distrust of American products.
Bush Corporation has decided that it wants to enter international trade in an incremental
fashion and keep future options as open as possible. Given these objectives, which of
the following would be the BEST entry mode for the firm?
A.Exporting
B.Joint ventures
C.Acquisitions
D.Wholly owned subsidiaries
The brand chosen is likely to be more influenced by social considerations:
A.in a collectivist culture.
B.in an individualistic culture.
C.in cultures with greater risk avoidance.
D.in societies with greater power distance.
The America-First Corporation has an unusually large number of patents for critical
technological innovations. This fact gives the company an important:
A.location specific advantage.
B.comparative advantage.
C.firm-specific advantage.
D.advertising advantage.
Why do companies adopt diversification approach?
A.To share spillover effects more easily.
B.One good advertising copy will play well in all the markets.
C.To introduce the same product lines in all markets.
D.To gain protection against the risk of large losses.
According to the text, beyond familiarity and trust, a strong brand can offer all of the
following EXCEPT:
A.heightened self-esteem.
B.peer group approval.
C.status and prestige.
D.scalability.
BBDO, an advertising agency, has built a worldwide network of subsidiaries and
affiliates to more effectively serve its international clients. The firm would be BEST
described as a(n):
A.multidomestic advertising agency.
B.centralized advertising agency.
C.global advertising agency.
D.agency network.
Which of the following is NOT a type of strategic alliance?
A.Joint ventures
B.R & D alliances
C.Technical licensing
D.Distribution alliance
With _____, the focus shifts back to headquarters and the resource perspective.
A.the foreign entry phase
B.global management
C.the local marketing phase
D.the location economy phase
According to the text, one of the significant skills required in global distribution is
_____ because of the varied view that people from diverse countries have of it.
A.conflict resolution
B.channel design
C.intermediary recruitment
D.gray market management
Newly democratized countries share all of the following characteristics with other
developing markets EXCEPT:
A.a weak marketing infrastructure.
B.state controlled communications media.
C.the absence of a free market.
D.difficult access to foreign currency.
Generally, Pat Davis has found that the most difficult part of her selling task is to obtain
the prospect’s agreement that her product is the best possible use for their limited funds.
Pat’s challenge is to achieve:
A.conviction.
B.interest.
C.desire.
D.attention.
In the negotiation process, main issues are brought out, facts are presented, and
positions clarified during:
A.nontask sounding.
B.task-related exchange of information.
C.persuasion.
D.conclusion and agreement.
Strategic alliances have become more important for all of the following reasons
EXCEPT:
A.the sheer size of required financial investments has increased.
B.the value of control has decreased.
C.the rate of technological advance has increased.
D.new technologies are difficult to access and are strictly protected by patents.
In services where government regulations are restrictive _____ is/are typically
necessary.
A.foreign direct investment
B.franchising
C.strategic alliances
D.exportations
Japanese vertical keiretsus are good examples of what _____ is about.
A.global management
B.relationship marketing
C.supply chain management
D.integrated marketing communication
Which of the following terms is used to describe the payments made by the marketer of
a new brand to persuade domestic or foreign distributors to carry the brand and/or
allocate its shelf space?
A.Slotting fees
B.Distribution tariffs
C.Access fees
D.Allocation fees
Which of the following is distinguished by its attempt to solve critical survival
questions for the firm?
A.Manufacturing alliances
B.R & D alliances
C.Piggyback alliances
D.Distribution alliances
The Kellogg Corporation typically ignores national borders in its global marketing
efforts in an attempt to satisfy specific customer desires without regard to their
geographic location. The firm is seeking to identify and satisfy:
A.global segments.
B.regional markets.
C.localized markets.
D.leading markets.
The largest companies in Japan are the
A.electronic firms.
B.automobile companies.
C.motorcycle companies.
D.trading companies.
A decentralized approach to global logistics is encouraged by all of the following
factors EXCEPT:
A.the reluctance to reengineer existing systems.
B.competition and technology.
C.superior local market knowledge held by local managers.
D.building on localized solutions that have gradually emerged during global expansion.
The greater emphasis upon entry barriers for services derives from the _____ of
services.
A.intangibility
B.heterogeneity
C.perishability
D.inseparability
Americans naturally assume a “teaching” rather than a “learning” role with regard to:
A.manners.
B.other cultures.
C.advertising.
D.regulation.
In 2007, which area of the world had the LARGEST number of Internet users?
A.North America
B.Asia
C.Africa
D.Eastern Europe
By definition, multidomestic markets:
A.are market segments within a firm’s “home” country.
B.are small in size.
C.have strong local preferences.
D.require totally “customized” products and marketing programs.
According to Porter, as the manufacturing costs increase in a country’s industry:
A.the country becomes less competitive.
B.the country can still remain competitive in that industry.
C.the country will begin focusing on other industries.
D.the country will shift its focus to trading in standardized commodities.
CNN Corporation is a firm believer in the value of marketing research. In which of the
following types of market would the firm be MOST likely to employ lifestyle as the
primary basis of segmentation research?
A.Emerging markets
B.NIE markets
C.New growth markets
D.Mature markets
Regionalization means
A.that individual marketing strategies are applied for regions
B.treating regions of the world as the new standardization unit.
C.global strategies are customized and implemented for the each global market.
D.that domestic or national marketing strategies cannot be adapted to any particular
country market.
Compusys Corporation is elated at the news that its latest computer system has been
chosen to appear in the next Star Wars film as the “breakthrough” system that led to
intergalactic travel. The film’s “coup” would be BEST described as a(n):
A.event.
B.publicity stunt.
C.public relations ploy.
D.product placement.
_____ stand for the corporation as a whole.
A final reason for a deficient customer orientation is the decidedly _____ character of
most firms’ global marketing efforts.
The _____ was initially proposed by _____ in 1966, who used it to demonstrate how
the manufacturing of new products in the United States shifted over time to new
locations overseas and in the process affected trade patterns.
GM-Daewoo Corporation has targeted the Philippines as the test market for an
automobile it plans to launch for developing nations characterized by a weak
infrastructure. Briefly describe the marketing mix the firm should employ in this
venture.
The Fed-Ex Corporation is primarily concerned with providing satisfaction for its
customers regardless of their location. What factors lead to high satisfaction? How can
the firm achieve its goal?
The importance of brands also varies across cultures, especially for _____ categories.
_____ is parallel distribution of genuine goods by intermediaries other than authorized
channel members.
In several of its foreign markets, Star-Wars Corporation must deal with customers who
do not have access to sufficient amounts of hard currency. How might the firm deal
with this problem?
The South American Corporation is preparing to enter a variety of countries which fall
into each of the three basic categories of foreign markets. How will the target country’s
stage of development affect the entry barriers to be faced by the firm? How should
South American Corp. plan to meet each challenge?
Gannon argued that a Holistic sense of a culture may be created through the use of an
image or _____ which represents how its people think and behave.
Briefly describe the primary goal of the final selection phase of the foreign entry
evaluation procedure. How do the firm’s objectives, resources, and management
philosophy impact the final selection?
A firm which desires to enter foreign markets in a tentative, step-by-step manner in
order to keep future options open is said to exhibit a(n) _____ strategic posture.
However, a(n) _____ strategic posture is likely to be adopted by a firm which holds
strong patent rights to trade processes or know-how, but has little familiarity with
foreign markets. And, a(n) _____ strategic posture is typically employed by companies
with strong firm-specific advantages, strong financial resources, and a product with
strong international appeal.
Global marketing effort is by definition a _____ across countries.
Briefly describe the role of sales promotion in the promotion mix. Distinguish between
consumer and trade promotions. How are the two related?
Market ____________________ indicates the results that might be achieved under
“ideal” conditions, while a ____________________ assesses what is likely to be
obtained given the likely situation and contemplated strategies.
The America-First Corporation is preparing to enter several foreign markets as part of
its new venture into international marketing. The firm does not want to risk large capital
investments in this effort, but strongly feels that it must maintain control of at least the
marketing, sales, and distribution of its products in foreign markets. Which entry
strategy should the firm employ?
Once the target brands have been identified, standard brand changeover tactics can be
employed. Describe them with examples.