Quiz 2 Module 13
There are _________ basic promotional strategies available to international marketers.
9
In Saudi Arabia, labeling of what product line requires source stipulation?
Any meat product must identify the kind of animal that is the source of the product.
As explained in the text,
tonic water is a global physical product and a multidomestic total product.
Luxury items such as perfume can often be sold without adaptation in many different foreign markets.
total product; physical product; brand name
The Internet can aid in personal selling by building ________ through a concern for the consumer, competence, and dependability.
trust
The ability to ship product quickly may mean that
we don't need to rely on the traditional distribution structures.
Whirlpool created a
world washer, that is, a globally standardized product.
Advertisers use _____________ to ensure that their translations are acceptable in the local language.
back translation
Management would prefer global standardization of the marketing mix
because each market demands it.
Nestlé uses two ________ on a single product, a global one and then a local one.
brands
________________ advertising tends to be banned in most countries.
comparison
Of all the promotional mix elements, __________ is the one with the greatest similarities worldwide.
advertising
The evolution of the hypermart ( hypermarché) suggests that
an increasing number of women have less time for shopping, probably because they are working.
Manufacturers increasingly are using global and regional brands due to
cost, ease of transmission, brand image, and economies of scale.
The need to change the color of packages when selling a product in a new market is generally a result of the influence of
cultural differences.
______________ advertisements account for 33 percent of the global advertising revenue.
digital
As mentioned in the text, in contrast to the Japanese approach, U.S. advertising tends to be _________.
direct
Disintermediation is the unraveling of traditional ____________ structures.
distribution
Standardized advertising is attractive because it allows for
economies of scale.
Europeans, especially the French, want sophisticated advertisements, while the U.S. shoppers react to more ___________ appeals.
emotional
Management would prefer global standardization of the marketing mix
for cost savings.
That the Internet is ______________ increases the application of the marketing concept.
global
Promotion both influences and is influenced by the other marketing variables, so strategies can involve
marketing the same physical product everywhere or adapting it for local markets.
Examples of goods that can be sold worldwide without adaptation include
memory chips
Standardization is usually
much harder than it sounds.
In some areas, instructions
must be in several languages, as in Canada, the U.S., and Switzerland.
Internet domain names
need to be registered in each country, because the person registering the name has legal control over it.
Some say that Coca-Cola, Pepsi-Cola, and McDonald's all sell standardized products globally using standardized promotion. In reality, __________
none of them sells a standardized product.
Governments can force local product adaptation by enacting laws that
set product standards, such as noise, safety, and emissions.
The marketing of services _______________ the marketing of industrial products.
shares a complexity level with
Local habits of daily shopping require
smaller packages.
The variation in channel member availability and the presence of environmental forces constrain ____________ of distribution.
standardization
In __________ where direct advertising of prescription drugs is prohibited, online advertisements can reach potential consumers, using a disclaimer describing their intended audience.
Europe
Generally as marketers go down the economic and social strata in each country, they tend to find greater similarities among countries on social and cultural values.
FALSE
One of the reasons that Internet advertising is not appealing in an international setting is that most Internet users are poor and difficult to reach.
FALSE
A middle-ground advertising strategy in which the home office and the foreign subsidiaries agree on marketing objectives is called the computerized-management approach.
False
Foreign language labels can be used to enhance the total product, as in
French labeling on perfume in the U.S.
____________ pricing is prices for goods manufactured in one country and exported to another.
International
Chinese teenagers prefer things from __________ to local products.
Korea
Global branding is a way to proclaim that your company makes a difference.
TRUE
Important differences between the domestic and foreign environments may make a wholesale overseas transfer of the successful domestic marketing mix impossible.
TRUE
Promotion is all forms of communication between a firm and its public.
TRUE
The experience of suppliers to the youth market indicates that this market is essentially an international market segment.
TRUE
International markets often differ widely because of great variations in the uncontrollable environmental forces.
True
Luxury items such as perfume can often be sold without adaptation in many different foreign markets.
True
With Internet domain names, the U.S. follows
a first to file approach
Tonic water is an example of a
global physical product and a multidomestic total product.
"Think globally, but act locally" is an example of a ___________ approach to marketing strategy.
glocal
Industrial products require _________________ than do consumer products.
greater adaptation
The attraction of using the Internet as an international advertising medium
includes the use of common languages, two-way communication, and user profile.
The continuum from insensitive to sensitive to foreign environment begins with __________ and ends with __________.
industrial products; high style and faddish consumer products
____________ pricing is prices for goods manufactured in one country and exported to another.
international
Disparity of income worldwide
is an obstacle to standardization.
In general, services adapt to comply with
local laws and draw on local expertise
A _______________ strategy helps to quickly establish a product in a new market.
penetration-pricing
A ____________ strategy in a new market involves setting a high price to recover development costs.
price-skimming
Sales ____________ provides selling aids for the marketing function.
promotion
Global and regional advertising campaigns are a way to ___________ cost.
reduce
To exert control of brand names, companies are advised to
register them quickly in every possible country in which they may do business, now and in the future.
Recruiting ________ in foreign countries is more difficult than at home.
salespeople
Marketers everywhere must
satisfy customers' needs