marketing 7&8

Which of the following is one of Hofstede's cultural dimensions? A) Aesthetic symbolism B) Time orientation C) Religion D) Commercial speech E) All of these

Time orientation

Each segmentation method has advantages and disadvantages, giving the marketer a great deal of choice. For even greater flexibility, marketers can: A) use multiple segmentation methods. B) limit the choices competitors can make. C) create a customized method based on each element of the marketing mix. D) switch from method to method in the middle of a campaign as conditions warrant. E) All of these

use multiple segmentation methods

Globalization of production originally focused on relocating manufacturing, but with the growth of the knowledge economy it now includes: A) medical services. B) financial advice. C) consulting. D) technological support. E) All of these

All of these

Once a marketer has selected potential market segments for the product or service, he or she can evaluate each segment to determine if it is: A) substantial. B) responsive. C) profitable. D) reachable. E) All of these

All of these

Which of the following would be used in calculating the profitability of a segment? A) Fixed costs B) Segment size C) Segment adoption percentage D) Profit margin percentage E) All of these

All of these

Which of the following sequences correctly lists the least risky to the riskiest global entry strategy? A) Exporting, strategic alliance, direct investment B) Exporting, joint venture, franchising C) Joint venture, strategic alliance, direct investment D) Exporting, direct investment, joint venture E) Franchising, joint venture, exporting

Exporting, strategic alliance, direct investment

__________ is the most common measure of market potential of an economy. A) GNI B) GDP C) PPP D) CPI E) MSR

GDP

__________ refers to the process by which goods and services, capital, people and ideas flow across national borders. A) International marketing B) The international marketing mix C) Globalization D) Transnational shipping E) Offshoring

Globalization

A firm can choose from a variety of targeting strategies. Which of the following is NOT a targeting strategy? A) Peripheral B) Mass marketing C) Differentiated D) Concentrated E) Micromarketing

Peripheral

Eduardo is working on creating a marketing mix for his firm's business-to-business products, and he is looking at government action. He is concerned that some of the foreign governments may place limits on the quantity of his products that can be imported. What kind of government action is Eduardo worried about? A) Tariffs B) Exchange controls C) Quotas D) Trade agreements E) The interest rates on government bonds

Quotas

A firm may choose from a number of segmentation methods. Which of the following is NOT one of the choices? A) Behavioral segmentation B) Benefit segmentation C) Psychographic segmentation D) Sociological segmentation E) Geodemographic segmentation

Sociological segmentation

The organization that assists developing countries with trade policy issues, acts as a forum for trade negotiations, settles trade disputes, and reviews national trade policies is the: A) World Bank. B) WTO. C) GATT. D) United Nations. E) International Monetary Fund.

WTO

Firms use economic analysis to help determine the relative attractiveness of various marketing opportunities. These analyses include all the following except: A) evaluating the general economic environment. B) evaluating market size. C) evaluating population growth rate. D) evaluating working capital. E) evaluating real income.

evaluating working capital.

Best Years Travel targeted consumers living in New York City who were over 50 years of age. Best Years was using __________ segmentation. A) benefit B) self-actualization C) psychographic D) loyalty E) geodemographic

geodemographic

The Segmentation, Targeting and Positioning Process is not always linear, but the final stage is to: A) identify and develop a positioning strategy. B) select a target market. C) describe the segments. D) establish the strategy or objectives. E) evaluate the segment attractiveness

identify and develop a positioning strategy.

The major challenge in developing a global communication strategy is: A) finding countries that speak the marketer's language so the communication will be clear. B) identifying the elements that need to be adapted in the global marketplace. C) making sure the firm's logo and brands are not copied by competitors. D) finding good translators who can translate current advertising into other languages precisely, with no changes. E) All of these are major challenges.

identifying the elements that need to be adapted in the global marketplace.

The global marketing mix (4Ps): A) excludes Place because the mix is global by definition. B) excludes Price because of difference in currencies and exchange rates. C) excludes Promotion because of the cultural difference between the domestic and foreign markets. D) excludes Product because the product rarely needs to be adjusted for differences between countries. E) includes all of the four Ps - Product, Price, Place and Promotion

includes all of the four Ps - Product, Price, Place and Promotion

One reason Forever Green Lawn Service uses __________ segmentation is because finding new customers is costly. A) demographic B) benefit C) psychographic D) loyalty E) geographic

loyalty

When selecting a target market, a marketer should: A) examine the competitors' annual reports to determine their objectives. B) be sure to comply with all federal and state targeting regulations. C) evaluate the attractiveness of each potential new customer. D) match the firm's competency with a market segment's attractiveness. E) make sure the product meets the safety standards of the target market.

match the firm's competency with a market segment's attractiveness

Direct investment: A) offers a firm control over the foreign enterprise and the highest potential return. B) is much faster to launch than exporting. C) requires less detailed analysis than franchising. D) can only occur as part of a strategic alliance among businesses, governments, and trading associations. E) All of these

offers a firm control over the foreign enterprise and the highest potential return

Once segmentation and targeting have been completed, the marketer turns to __________, often using a perceptual map to display graphically the customers' perceptions of the product and of its competitors' products. A) validating B) displaying C) branding D) positioning E) repositioning

positioning

Marketers like Benetton want their ads to appeal to one's __________, suggesting to consumers "I'm like them, so I should buy their products." A) self-awareness B) self-concept C) loyalty D) life cycle E) physiological needs

self-concept