Chapter 16
for most of the post-WW II period, which country ranked the highest in factors associated with new product development
US
which type of distribution channels are in place when it is difficult for new firms to gain access to retail space?
exclusive
the goal of a cross-functional product development team is to take a product from ___ to ____
initial concept development to market introduction
karen's boss told the marketing department that a pull strategy should be implemented to sell the new line of footware. Which of the following communications strategies should the department use?
mass media advertising
forecasts anticipate that inter market segments will become ___ common in developed and emerging country markets
more
what characteristics are found in countries where new product development is strong
more money is spent on basic and applied research and development underlying demand is strong consumers are affluent competition is intense
Kodak and Fujifilm exemplified the use of ___ pricing as they competed against each other around the world in the market for silver halide film. When kodak issued a price for the product in one market, it affected how Fujifilm priced the product in another market
multipoint
inelastic demand occurs when a large change in price procedures a ___ change in demand
small
a company identifying potential market segments would collect data on ____
sociocultural factors, demography, geography
Nigel works at a British advertising agency and has advised his client that it's not worth the company's money to advertise its products in China because he knows there is a strong bias against goreign firms for this particular product. This demonstrates how __ can impact international marketing
source effects
consumers buying a car in a less-developed nation are more likely to be concerned with product reliability over extra features
true
nokia's use of a standardized slogan spoken in local languages in an example of how to capture the benefits of global standardization, yet at the same time responding to local cultures
true
current statistics show that about ___ of major R&D projects turn into commercially successful produ
20%
the price ____ of demand is a measure of the responsiveness of demand for a product to change in price
elasticity
since the industrial revolution, product life cycles have
shortened dramatically
which of the following demonstrates the concept of source effects in relation to internatioanl communication?
US customers refuse to buy products sold out of Indonesia after that country takes two US reporters hostage
___ may be influenced by the level of economic development of a country prompting companies to sell products with certain features to less developed nations and products with other features to developed nations
consumer behavior
select all of the following that are examples of communication channels a company can use
advertising, sales promotion, direct selling, direct marketing
programs such as LISREL, SPSS, and SAS are used to which step of the market research process?
analyzing and interpreting
the text lists two regulatory situations that can affect a company's pricing decisions. what are they?
antidumping regulations, competition policy
silicon valley is an example of a region where valuable scientific knowledge is being created and where there is a pool of skilled research talent whose job is to develop the basic technologies that become new products. Companies use centers like these ____
as the innovation engines of the firm
if a company manufactures in the US and only wants to sell products in the US then which of the following can the firm sell to directly
consumer, wholesaler, retailer
as the text relates, the tendency for greater retail concentration in developed countries has occurred because of three factors...
car ownership, number of households with refrigerators and freezers and the number of two-income households
a company must take into account several factors when determining whether to use a push or pull strategy. which of the following factors does the text list as important considerations
channel length, media availability, product type relative to consumer sophistication
a company collecting information to make marketing mix decisions would collect data on ___
communication, pricing, distribution
which of the following factors stimulate ideas for new products?
competitive conditions scientific research demand conditions
when a small change in price procedures a large change in demand, then demand is said to be ___
elastic
many US consumers prefer to purchase French wine because it is admired around the world. This demonstrates the idea of ___
country of origin effects
the replacement of the transistor by the microprocessor is an example of ___ destruction
creative
since it was the first time her company would be selling its line or snack products in Japan, it was Natalie's job to work with a Japan-based advertising company to make sure the company's US advertisements would be suitable for the Japanese consumer. Which variable of internatioanl communication is Natalie's company taking into account?
cultural barriers
the text lists three potentially critical variables that can jeopardize the effectiveness of a firm's international communication. What are those three variables?
cultural barriers, source effects, noise levels
the frozen food division of Nestle markets fish cakes and fish fingers in Great Britain but focuses on marketing beef bourguignon and coq au vin in France. This reflects___ selling products in each country
cultural differences
which of the following are benefits associated with a longer distribution channel
cuts selling costs when the retail sector is fragmented market access - easier to access an exclusive channel
the first step in the international research process is to ____
define the research objectives
understanding the scope of the research problem is a critical aspect of which step of the research process
defining the research objective
the best way for a firm to overcome cultural barriers when marketing internationally is to ___
develop cross-cultural literacy and embrace local input
tight cross-functional integration between R&D, production, and marketing allows a company to ensure that which of the following will be accomplished?
development costs are kept in check new products are developed for ease of manufacture
when considering market segmentation in a foreign country, what two things should managers be aware of?
differences between countries in the structure of market segments existence of segents that transcend national borders
when a firm sells a product for a price that is less than the cost of producing it, the company is implementing the practice known as
dumping
members of a product development team should be comprised of individuals from
each key function in the company
t/f when considering international market segmentation, the structure of market segments is typically similar from country to country
false
in a concentrated retail system, most of the market of the market is supplied ___ retailers
few
a proliferation of retailers in a given market would be found in a ___ retail system
fragmented
channel length is directly associated with the degree to which retail systems are ___
fragmented
the inability to cost-effectively manufacture a new product is a reason for the ___ rate of new product development failure
high
which of the following is an example of a long distribution channel?
in japan it is common for product to go through several wholesalers before arriving at a retail outlet
market segments that transcend national borders are more common in ___ markets
industrial
market segments that transcend nations borders are more common in ___ markets
industrial
when a large change in price produces a small change in demand for a product, demand is said to be ___
inelastic
a(n) ___ segment refers to a market segment that spans multiple countries, transcending national borders
intermarket
when a company uses a marketing message to sell products in another country, it is engaging in ___ communication
international
analyzing and interpreting cultural and environmental differences in data collection are included in the definition of _______
international market research
why is it especially important to integrate R&d and marketing when involved in international business
it may be necessary to create different versions of a product for various countries
channel ___ refers to the number of intermediaries between the manufacturer and the consumer
length
collecting secondary data is a ___ costly alternative to collecting primary data
less
the british monopolies and mergers commission promotes fair competition in GB and __
limits companies from overcharging
in which type of distribution channel is it more likely for the consumer to end up paying a higher price for the final product?
long
a company that has leading edge technology is not guaranteed to survive. the technology must be applied to developing products that satisfy customer needs. in order to do this, what three things must a compnay focus on
manufacturing, R&D, marketing
Hillary is in the process of determining who buys the company product line based on the consumer's age, income, and education level. Hillary is defining the product's ___ segmentation
market
Karl's report outlined that consumers living on the West Coast had purchased 80% more of the company's line of "green" products as compared to consumers living in the southeastern part of the country. His report demonstrates the concept of ___
market segmentation
the term used to describe the set of choices such as distribution strategy and pricing strategy, that a firm offers to its target markets is the _____
marketing mix
the amount of other messages competing for a potential customer's attention is referred to as ___
noise
it is best if members of a product development team are placed in ___ locations
one
the use of price as a competitive weapon to drive out weaker competition in a national market is called ___ pricing
predatory
the costs of collecting ____ data is typically higher than the cost of collecting ___ data
primary secondary
in many countries you would find advertisements for tobacco and alcohol only in ___ due to federal laws
print media
according to the text a ___ can be viewed as a bundle of attributes
product
which of the following are included in the four elements that make up a firm's marketing mix?
product attributes, distribution strategy, communication strategy, pricing strategy
tight cross-functional integration between R&D, production, and marketing allows a company to ensure tht which of the following will be accomplished?
product development projects are driven by customer needs new products are designed for ease of manufacture development costs are kept in check time to market is minimized
the three core functions involved in the development of new products are R&D, marketing and
production
charles works for a company that makes toothpaste. He realizes that the best way to advertise the product line to the international market is through mass media advertising because it will reach more consumers and it wouldb e impossible to reach every consumer with a personal sales call. He recognizes that his compnay should use a ___ communication strategy
pull
consumer goods industries, such as Procter & Gamble, that are trying to sell to a large sement of the market are more inclined to use ___ strategy
pull
dave's Ohio-based company plans to use an advertising campaign including print ads, television ads, and billboards to promote their new product in London. Once consumers in London start demanding the product, intermediaries will want to carry the product. this is an example of a ___ strategy
pull
in order to sell its product line in Japan, a company will need to work its way through many intermediaries before reaching the consumer. When a channel length is long like this, a company is better off using a ___ strategy for its communication
pull
serene knows there is a wide array of television, magazines, and newspaper in central europe so it will be easy for her to advertise her company's product. Serena plans to use a ___ strategy for her communication strategy
pull
when a company sells consumer goods such as shampoo and lotion, it would be common for the company to use a ___ strategy
pull
if a company is using direct selling to educate a consumer about a product, the company is relying on a ___ strategy as a communication strategy
push
in many advanced nations outside the US it is illegal to advertise pharmaceutical prodcuts directly to the consumer. As a result, companies must rely on direct sales efforts to doctors to educate them on a product. These companies are using a ___ strategy
push
paul's company sells complex products to hospitals and medical facilities. it would be best for his company to use a ___ strategy as a communications tool
push
when a company uses a ___ strategy, it emphasizes personal selling rather than mass media advertising
push
While Connor's company had been selling die-cutting machinery in the US for many years. the company decided to create a personal sales force in Italy when it began sellign to that country so the sales force scould educate potential buyers about the products. this demonstrates the idea of ___
push strategy
when introducing a complex product in a developing nation, most companies would use ___ in order to educate consumers on the features of the product
push strategy
the expertise, competencies, and skills of established retailers in a nation refers to channel ___
quality
the two mechanisms to collect data are ___
quantitative and qualitative
When determining how it will distribute products, a company must realize that there are four main differences between distribution systems: channel length, channel exclusivity, channel quality and
retail concentration
which two criteria must be met for a country to bring antidumping actions against an importer?
sales are less than fair value and material injury to a domestic industry
companies who implement experience curve pricing hope to rapidly build ____
sales volume
which of the following are considered attributes of a bottle of shampoo
scent, texture, bottle size
the two types of data used in international marketing research are primary data and ___ data
secondary
When automobile manufacturers sell luxury cars to high-end consumers and lower-priced models to lower-income consumers, it demonstrates the idea of market ____
segmentation
in which of the following situations would a company want to emphasize a push strategy instead of a pull strategy
short distribution channels limited amount of media
channel length is typically __ in countries where large discount superstores are introduced
shortened
following a month-long social media attach on German imports, German electronic manufacturers decided to implement an advertising campaign to negate the attack and reassure US consumers that German-made electronics were of the highest quality and relied on US parts to complete the product. Which international communciation barrier does this demonstrate?
source effects
since french law prohibits the use of children in product endorsements, a company would need to edit any commercials using children if it wanted to air those commercials in france. This demonstrates one of the arguments against ___ advertising
standardized
which of the following characterizes the cost of standardized advertising
standardized advertising lowers the cost of value creation by spreading the cost of ad development over many countries
Predatory pricing, multipoint pricing, and experience curve pricing are all components of ___ pricing
strategic
after his company introduced a new line of hair dryers, Jeremy realized that the dryers could not be sold in Europe because the electrical adaptors would not fit into the existing design. Jeremy's company failed to take into account __ standards that limited globalization
technical
a global segment that is attracting the attention of international markets or consumer goods is the global __ segment
teenage
a key attraction of research centers like Silicon Valley and Kobe is ___
the availability of skilled research talents
over the past 25 years, the US monopoly on new-product development has
weakened
