Global Marketing 2
The basis for global marketing expert David Arnold's framework for screening intercountry comparisons include: Answers: -"bottom-up" segmentation analysis. -population data. -demographic data. -"top-down" segmentation analysis. -income level.
"bottom-up" segmentation analysis.
The law of disproportionality suggests that ________ percent of the company's menu or profits are accounted for the 20 percent of a firm's products or customers. Answers: -60 -70 -50 -90 -80
80
The concentration of wealth in a handful of industrialized countries has significant implications for global marketers. After segmenting in terms of a single demographic variable-income- a company can reach the most affluent markets which does not include: Answers: -all of North America -Japan. -Canada and Mexico -half of the EU nations -90 percent of the world's population
90 percent of the world's population
A firm without much export experience uses the rigid cost-based pricing method. Which of the following considerations is the exporter ignoring? Answers: 1. Is the price competitive in view of local market conditions? 2.Does the price reflect the product's quality? 3. Will authorities in export markets view the price as reasonable or exploitative? 4. Does the price take antidumping laws into consideration? 5. All of these
All of these
For consumer products, qualitative research is especially well suited to: Answers: -get close to the consumer. -describe the cultural context of consumer behavior. -identify core brand equity. -identify what people really feel. -All of these
All of these
Which of the following correctly reflects marketing expert David Arnold's recommendations for companies engaged in global market research? Answers: -use multiple indicators -develop customized measures specific to an industry or product -conduct comparative assessments in neighboring countries -observation should be weighted more heavily than statements of purchase intention -All of these
All of these
Which of the following environmental factors may require marketers to adjust their approach to conducting international as opposed to domestic marketing research? Answers: -Researchers must be prepared for new parameters of doing business. -Company personnel must come to grips with a new set of culture-based assumptions about conducting business. -Research may help reduce psychological overload. -Researchers may have to broaden the definition of competitors to include competitive pressures not present in the domestic market. -All of these
All of these
Which of the following is true about etic and emic approaches to country analysis? Answers: -The emic/etic approaches cannot be applied to Asian countries. -An emic approach studies a culture from within; etic analysis is "from the outside." -An emic approach studies a culture "from the outside"; etic analysis studies a culture from within. -The emic/etic distinction is not useful in cultural studies. -The etic and emic approaches are identical.
An emic approach studies a culture from within; etic analysis is "from the outside."
Which of the following statements is not an example of local products or brands? Answers: 1. BMW uses "the ultimate driving machine" slogan in India. 2. Coca-Cola developed several branded drink products for Japan. 3. Coca-Cola developed a noncarbonated, ginseng-flavored beverage for Japan. 4. Diageo PLC markets Gordon's Edge, a gin-based ready-to-drink beverage in the United Kingdom. 5. Coca-Cola markets Kinely brand bottled water in India.
BMW uses "the ultimate driving machine" slogan in India.
Which of the following companies would be most likely to use some form of countertrade when selling its products in developing countries? Answers: -Mercedes-Benz -Procter & Gamble -Nokia -Bell Helicopter Textron -Coca-Cola
Bell Helicopter Textron
________ represents the cumulative added value of a company's investment in the marketing of a brand over time. Answers: -Co-branding -Brand loyalty -Brand image -A brand extension -Brand equity
Brand equity
After the aftermath of the tragedy involving fire in garment factories in Bangladesh, it was found that the buildings were inspected by: Answers: -Dhaka's building-safety authority. -Business Social Compliance Initiative (BSCI). -Worker Rights Consortium. -Interfaith Center for Corporate Responsibility. -Walmart's approved contractors.
Business Social Compliance Initiative (BSCI).
The top ranked country among those exporting to the United States is: Answers: -Taiwan. -Mexico. -China. -Honduras. -India.
China.
Japan is Coach's second largest market, representing about 20% of global sales. All of the following statements are true regarding the market for Coach's products compared to that in America except: Answers: -Japanese consumers are not as brand loyal as American consumers. -Coach has to work on improving its brand image in Japan. -The company's $500 handbags are especially popular with young women. -Japanese consumers are enormously brand-centric. -American women tend to carry two or three brands while their Japanese counterparts tend to carry as many as five.
Coach has to work on improving its brand image in Japan.
Demographic segmentation is based on measurable characteristics of populations which includes all of the following examples except: Answers: -Asia is home to 500 million consumers aged 16 and younger. -Consumers that buy Porsches would like to be noticed. -In the EU, the number of consumers aged 16 and under is rapidly approaching consumers aged 60. -The United States is home to 28.4 million foreign-born residents with combined income of $ 233 billion. -India has more than half of the population younger than 25.
Consumers that buy Porsches would like to be noticed.
________ is sometimes called a mother hen, a piggyback exporter, or an export vendor Selected Answer: [None Given] Answers: -Manufacturer's agent -Export manager -Export merchant -Export broker -Cooperative exporter
Cooperative exporter
In the summer of 2006, it was announced that the company's Smart car would be offered for sale in the United States. Which global company was responsible for bringing the Smart car to market? Answers: -Ford -Nissan -DaimlerChrysler -Volkswagen -Swatch
DaimlerChrysler
Several years ago, the D'arcy Massius Benton & Bowles (DMBB) agency created psychographic profiles for several countries and regions." Which region did the survey specifically focused on? Answers: -Australia -America -Europe -Far East -Asia
Europe
________ is an independent marketing intermediary that acts as the export department for two or more manufacturers whose product lines do not compete with each other. Answers: -Freight forwarders -Cooperative exporter -Export commission -Manufacturer's export agent -Export Management Company
Export Management Company
The terminology used to describe the new forms of cooperation strategies varies widely and the phrases used include all of the following except: Answers: -Greenfield operations. -global strategic partnerships. -collaborative agreements. -strategic international alliances. -strategic alliances.
Greenfield operations.
Which of the following is true of advertising for the Heineken and Foster's brands in the United States? Answers: -Both Heineken and Foster's utilize the GCCP strategy. -Both Heineken and Foster's utilize the FCCP strategy. -Heineken utilizes the LCCP strategy; Foster's utilizes the GCCP strategy. -Heineken utilizes the GCCP strategy; Foster's utilizes the FCCP strategy. -Heineken utilizes the FCCP strategy; Foster's utilizes the GCCP strategy.
Heineken utilizes the FCCP strategy; Foster's utilizes the GCCP strategy.
Which of the following is true about efforts by automakers to target the Hispanic segment in the United States? Answers: -Honda, Toyota, Ford, and GM all began targeting the segment years ago. -Honda and Toyota began targeting the segment years ago; Ford and GM launched their efforts more recently. -Ford and GM began targeting the segment years ago; Honda and Toyota launched their efforts more recently. -Only Ford and GM are targeting the Hispanic segment. -None of these
Honda and Toyota began targeting the segment years ago; Ford and GM launched their efforts more recently.
The United States has given Normal Trade Relations (NTR) status to some 180 countries. In actuality only four countries are excluded from this status which includes all of the following countries except: Answers: -Iran. -North Korea. -Iraq. -Libya. -Cuba.
Iraq.
Which of the following is not true of secondary data about global markets? Answers: -It was not gathered specifically for the research project at hand. -It cannot be retrieved online. -It can be accessed quickly. -A great deal is available from government agencies. -It is often so expensive that small companies can't afford to use it.
It is often so expensive that small companies can't afford to use it.
Packaging aesthetics are particularly important to the ________ consumer. Answers: -French -Indian -German -American -Japanese
Japanese
The four tigers-Singapore, South Korea, Taiwan, and Hong Kong-learned from the ________ experience and built strong export-based economies of their own. Answers: -German -American -Chinese -Indian -Japanese
Japanese
________ represents a market entry strategy whereby one company permits a foreign company to make use of its patents, know-how, technology, company name, or other intangible assets in return for a royalty payment. Answers: -Exporting -A Global strategic alliance -One-hundred-percent ownership -Licensing -A joint venture
Licensing
Ford Motor Company (United States) has a 50-50 joint venture to build Ford Fiestas with: Answers: -Shanghai Automotive Industry (China). -Mazda (Japan). -Mahindra & Mahindra (India). -Toyota (Japan). -BMW (Germany).
Mahindra & Mahindra (India).
The U.S. government's most comprehensive source of world trade data is: Answers: -Eurostat. -Bureau of Economic Analysis. -Gross Domestic Product (GDP). -Census Bureau. -National Trade Data Base (NTDB).
National Trade Data Base (NTDB).
Which of the following does not fit in with the factors that should be considered by companies forming GSPs? Answers: -Partners are competitors to each other. -Harmony is the most important measure of success. -All employees and managers must understand where cooperation ends and competitive compromise begins. -Learning from partners is critically important. -None of these
None of these
The so-called "China Triangle" includes: Answers: -Taiwan, Hong Kong, and Republic of China -Singapore, China, and Republic of China -Republic of China, Taiwan, and Hong Kong -Hong Kong, Republic of China, and Singapore -Republic of China, Taiwan, and South Korea
Republic of China, Taiwan, and Hong Kong
Based on 2013 projections, the top 10 nations ranked by per capita income does not include: Answers: -Norway. -Switzerland. -Qatar. -Russia. -Australia.
Russia.
The challenges in bringing the Smart across the Atlantic include all of the following except: Answers: -DaimlerChrysler merger ended. -distribution and promotion critical to a successful U.S. launch. -Smart was under the ownership of Daimler AG. -the euro's strength relative to dollar. -Smart was under the ownership of DaimlerChrysler.
Smart was under the ownership of DaimlerChrysler.
Packaging is an important consideration for products that are shipped to markets worldwide. Which of the following statements related to packaging is not true? Answers: -Coca-Cola had contour bottles in both glass and plastic versions in many countries. -The Aquafresh Ultimate tube was designed to stand vertically. -Nestlé's worldwide network of packaging teams provide improvement suggestions on a quarterly basis. -The Japanese prefer plain soft colors on their packages. -Nestlé asked suppliers to find a glue to make the clicking sound louder when a tube of Smarties brand chocolate candies are unwrapped.
The Japanese prefer plain soft colors on their packages.
Comparing the traditional formulation of Maslow's hierarchy with the results of current research on the consumer needs and motivation in Asia, which of the following is correct? Answers: -The five levels in the traditional formulation apply equally in the West and in Asia. -The lowest three levels of the hierarchy are the same in the traditional and Asian versions. -The highest levels of the hierarchy are the same in the traditional and Asian versions. -The lowest four levels of the hierarchy are the same in the traditional and Asian versions. -The lowest two levels of the hierarchy are the same in the traditional and Asian versions.
The lowest two levels of the hierarchy are the same in the traditional and Asian versions.
Global marketers must understand the importance of visual aesthetics embodied in the color or shape of a product, label, or package. Which of the following statements is not true regarding the use of color in selected countries? Answers: -The color white is associated with death and bad luck in some Asian countries. -Packaging aesthetics are particularly important to the Japanese. -The yellow color on Caterpillar's earthmoving equipment is acceptable worldwide. -The red Marlboro color had to be changed in some Asian countries. -The Chinese consider the color red to be lucky.
The red Marlboro color had to be changed in some Asian countries.
A. Coskun Samli had developed a useful approach to global market segmentation that compares and contrasts "conventional" versus "unconventional" wisdom. An example of unconventional wisdom can be identified with one of the following assumptions: Answers: -There is a presence of a higher-income, middle-class segment in India. -There is no running water and electricity in India. -Consumers in Europe and Latin America are interested in World Cup soccer whereas Americans are not. -The potential customer base for McDonald's in India is greater than in any developed country. -Since per capita annual income in India is about $1,420, all Indians have low income.
There is a presence of a higher-income, middle-class segment in India.
Toyota learned many things from its partnership with GM, however American managers involved in the venture complained that: Answers: -Toyota applied its expertise at its Camry plant. -Toyota learned about managing American workers. -Toyota learned many things about the U.S. supply system. -Toyota did not apply manufacturing expertise at GM plant. -Toyota learned about the U.S. transport system.
Toyota did not apply manufacturing expertise at GM plant.
Which of the following is true about Japanese keiretsu? Answers: -Toyota is a vertical keiretsu, Mitsubishi is a horizontal keiretsu. -Toyota is a horizontal keiretsu, Mitsubishi is a vertical keiretsu. -Toyota and Mitsubishi are both horizontal keiretsu. -Toyota and Mitsubishi are both vertical keiretsu. -None of these
Toyota is a vertical keiretsu, Mitsubishi is a horizontal keiretsu.
Which of the following consumer products companies experienced a major product failure in Europe due to inadequate test marketing? Answers: -Procter & Gamble -Seagram -Unilever -Colgate -Kao
Unilever
Managers must decide how well a company's product fits the country market by asking all of the following questions except: Answers: -Will strong home currency have an adverse impact on product price? -Will import restriction drive up the product price? -Is it advisable to source locally? -Will adaptation be required? -Will it be possible to neglect home-country regulations?
Will it be possible to neglect home-country regulations?
The introduction of consumer VCRs in the late 1970s initiated a revolutionized in-home electronic entertainment. For example, assuming the user could learn to set the timer, he or she could tape programs to watch at a later time. The VCR's popularity also gave rise to an entirely new retailing concept, the video rental store. What type of innovation did the consumer VCR represent? Answers: -a continuous innovation -a dynamically continuous innovation -a discontinuous innovation -a comparative innovation -None of these
a discontinuous innovation
Motorola's failed Iridium venture was a global satellite telephone network designed to allow users to make or receive calls anywhere on the globe using handsets that are somewhat bigger than typical cellular phones. What type of innovation did Iridium represent? Answers: -a continuous innovation -a dynamically continuous innovation -a discontinuous innovation -a platform-based innovation -None of these
a dynamically continuous innovation
A number of factors combine to make Russia an excellent location for an alliance which do not include: Answers: -a well-educated workforce. -abundance of supplies. -potential for economic growth. -quality is important to Russian consumers. -potential for growth in service sector.
abundance of supplies.
Avon Products uses ________ to enter developing markets. Answers: -acquisition and franchising -franchising and licensing -licensing and franchising -joint venture and licensing -acquisition and joint ventures
acquisition and joint ventures
A nontariff barrier (NTB) includes all of the following except: Answers: -quotas. -restrictive administrative policies. -restrictive technical regulations. -ad valorem duty. -discriminatory procurement policies.
ad valorem duty.
For years, ads for Volvo automobiles stressed safety features and protection in the event of a crash. Thus, Volvo automobiles developed a reputation based on which positioning strategy? Answers: -use/user -high touch -quality/price -competition -attribute/benefit
attribute/benefit
When a survey questionnaire in English is translated into Korean for use in South Korea and then translated back into English to check its accuracy, it is described as: Answers: -native translation. -comparative translation. -incipient translation. -parallel translation. -back translation.
back translation.
An irrevocable letter of credit transfers the payment obligation for an export deal from the buyer to the buyer's: Answers: -bank. -checking account. -freight forwarder. -credit union. -in-house export organization.
bank.
The direct exchange of goods or services between parties in lieu of monetary payment is known as: Answers: -barter. -compensation trading. -switch trading. -counterpurchase. -offset.
barter.
Many American car buyers perceive Korean cars as: Answers: -durable. -cheap. -good investment. -of high quality. -reliable.
cheap.
One study of adult involvement in household tasks revealed greater similarities between the United Kingdom and the United States compared with France, Belgium, and French Canada. Thus, the United States and United Kingdom were "twins" based on common language. This study is an example of: Answers: -cluster analysis. -factor analysis. -market latency. -multidimensional scaling. -conjoint analysis.
cluster analysis.
"Intel inside" campaign promoting both the Intel Corporation and its Pentium-brand processors in conjunction with advertising for various brands of personal computers is an example of: Answers: -brand equity. -co-branding. -brand loyalty. -brand extension. -brand symbol.
co-branding.
Campbell is the world's largest soup company, commanding about 80% of the U.S. canned soup market. However, the company has a presence in only 6% of the world's soup markets. Russians eat 32 billion servings of soup each year, and the Chinese consume 300 billion! By contrast, Americans eat 15 billion servings each year. Sensing a huge opportunity, Campbell has dispatched teams to observe Russian and Chinese habits. This type of interpretation and decision is based on: Answers: -income elastic analysis. -polycentrism. -time series displacement. -demand pattern analysis. -comparative analysis.
comparative analysis.
Suppose that World Corp. signs a contract to build a lumber processing plant in Siberia. If World Corp. signs a second contract agreeing to take partial payment for the plant in the form of lumber products produced at the plant, it is engaging in: Answers: -offset. -compensation trading. -a hybrid countertrade arrangement. -barter. -switch trading.
compensation trading.
After four years of product development, Procter & Gamble recently introduced a new, improved disposable diaper. Pampers Rash Guard diapers are designed to prevent diaper rash and represent the first time a company has made a medical claim for its diapers. What kind of innovation do the new diapers represent? Answers: -platform-based innovation -dynamically continuous innovation -discontinuous innovation -continuous innovation -None of these
continuous innovation
The formulation, imagery, and consumer appeal of Colgate's Total brand toothpaste were designed to translate across national boundaries. This new global brand represents which type of product innovation? Answers: -dynamically continuous innovation -continuous innovation -discontinuous innovation -dynamically discontinuous innovation -comparative innovation
continuous innovation
The most general term for the global phenomenon involving reciprocal business interactions between parties in various countries is known as: Answers: -switch trading. -offset. -barter. -compensation trading. -countertrade.
countertrade.
Saab markets two luxury car models, both prized by drivers for their "quirkiness." About 30 percent of Saab's sales come from the USA, with most of the rest from Western Europe. Which strategy does Saab appear to be using? Answers: -country concentration/market segment concentration -country diversification/market segment concentration -country concentration/market segment diversification -country diversification/market segment diversification -None of these
country concentration/market segment concentration
Which of the following lists some of the steps in the market research process in the correct order? Answers: -examine data availability→problem definition→choose unit of analysis→assess value of research→determine information requirement -determine information requirement→problem definition→choose unit of analysis→examine data availability→assess value of research -choose unit of analysis→assess value of research→problem definition→determine information requirement→examine data availability -examine data availability→assess the value of research→problem definition→presentation -problem definition→assess value of research→determine information requirement→choose unit of analysis→examine data availability
determine information requirement→problem definition→choose unit of analysis→examine data availability→assess value of research
The sale of merchandise in export markets at unfair prices is known as: Answers: -transaction. -countervailing. -dumping. -ad valorem. -tariff.
dumping.
Consumers shopping for high-touch products, such as fine perfume, are generally energized by ________ motives. Answers: -both emotional and rational -rational -emotional -neither emotional nor rational -high-tech
emotional
For Starbucks and other companies whose business models include a service component, it is not recommended that they use one of the following methods for going global. Answers: -100-percent ownership -joint ventures -franchising -licensing -exporting
exporting
The specialty retailing industry, as well as the fast-food industry, favors ________ for global growth. Answers: -joint ventures -licensing -strategic alliances -investment -franchising
franchising
Pollo Campero, a chicken restaurant chain based in Central America, is using the following method for expanding operations in the United States: Answers: -acquisition. -exporting. -franchising. -joint ventures. -licensing.
franchising.
As a starting point, firms that comply with Western cost-accounting principles typically use the pricing method known as: Answers: -cost-plus pricing. -price bundling. -target costing. -full absorption cost. -export price costing.
full absorption cost.
"Discussion and consensus must be the norms. Partners must be viewed as equals." When applied to global strategic partnerships, this statement indicates the importance of which factor? Answers: -governance -mission -culture -strategy -organization
governance
Direct representation, as opposed to representation by independent intermediaries, for exporting by the market country, has several advantages which do not include: Answers: -ensures marketer's interest and special efforts. -allows decisions concerning program development and resource allocation. -benefits when a product is not yet established in a market. -helps selling products directly to the consumer in the market country. -facilitates control and communications.
helps selling products directly to the consumer in the market country.
The efforts of global companies to reach low-income consumers in emerging markets highlight the importance of skillful global market segmentation and targeting. Market segmentation represents: Answers: -promoting products and services internationally. -identifying customers based on common characteristics. -identifying customers who can help in promoting products. -targeting prospective customers. -finding customers who can respond to advertisement.
identifying customers based on common characteristics.
The international marketing manager of an office furniture company ordered a research report on global telecommunications equipment sales. The report noted that, in the early 1990s, AT&T was awarded a $4 billion contract to provide communication network products and services in Saudi Arabia. The manager took this as a cue to put Saudi Arabia on her information agenda, reasoning that office furniture sales would increase as the country's telephone system was improved. As described here, the marketing manager is viewing Saudi Arabia as a(n): Answers: -existing market. -incipient market. -cluster market. -latent market. -primary market.
incipient market.
Generally speaking, which of the following product categories represents the best potential for extension into international markets without adaptation? Answers: -companion products -industrial products -non-alcoholic drinks -food products -intangible products
industrial products
An ________ is a company's private data network, accessible only by authorized persons inside the organization. Answers: -intranet -ECR -EPOS -Internet -EDI
intranet
In a joint venture with Russian manufacturer AvtoVAZ, GM executives were planning to have a stripped-down reengineered car based on its Opel model. However, the market research revealed that a "Made-in-Russia" car would only be acceptable if: Answers: -it has a Russian name. -it has a very high sticker price. -it sported a very low sticker price. -it has a German name. -it has an American name.
it sported a very low sticker price.
As a general rule, the Chinese government allows foreign companies to participate in its market only if those companies agree to establish operations with local Chinese enterprises. Which market entry mode would be the appropriate choice under these circumstances? Answers: -joint venture -licensing -acquisition -exporting -franchising
joint venture
Strictly speaking, a (n) ________ is an entry strategy for a single target country in which the partners share ownership of a newly created business entity. Answers: -acquisition -joint venture -licensing -franchising -exporting
joint venture
Ford and Mazda have market entry and expansion in a relationship known as: Answers: -joint venture. -licensorship. -franchising. -contract manufacturing. -None of these
joint venture.
Potential markets can be subdivided into: Answers: -latent and parallel markets. -incipient and existing markets. -existing and incipient markets. -existing and latent markets. -latent and incipient markets.
latent and incipient markets.
The benefits of strong brands include all of the following except: Answers: -less vulnerability to marketing actions. -less inelastic consumer response to price increases. -larger margins. -more elastic consumer response to price decreases. -greater loyalty.
less inelastic consumer response to price increases.
One of the advantages of licensing is: Answers: -license agreements have short life. -licensees can develop similar products. -licensees have considerable leverage. -licensees have limited control. -licensees have considerable autonomy.
licensees have considerable autonomy.
Critics warn that employees of a company that become reliant on an outside supplier for critical components will: Answers: -encourage outsourcing -lose expertise and engineering skills -use time for developing other skills -become used to value-added components -look for employment with competitors
lose expertise and engineering skills
In India, only about 10% of men who shave use Gillette razors. Worldwide, 50% of male shavers use Gillette products. To achieve greater penetration in India, Gillette rolled out a no-frills brand that costs 15 rupee ---- about 34 cents. The Gillette Guard has a lighter handle that is cheaper to produce. It also lacks the lubrication strip found in Gillette's more expensive razors, and replacement blades cost only 5 rupees (11 cents). This use of data and process are described as: Answers: -multidimensional scaling. -demand pattern analysis. -factor analysis. -market estimation by analogy. -income elastic analysis.
market estimation by analogy.
According to a 1991 report by McKinsey & Co., problems of alliances between Western and Japanese firms were related to all of the following factors except: Answers: -a feeling of mutual disillusionment. -frictional loss. -balance between partners. -difference in expectations. -objective levels of performance.
objective levels of performance.
When a trained person is recording the items selected in a grocery cart or basket, the research method is known as: Answers: -observation. -survey research. -focus study. -secondary data collection. -personal interviews.
observation.
A market ________ pricing strategy calls for setting price levels that are low enough to quickly build market share. Answers: -gray -skimming -holding -penetration -cost-based
penetration
In an effort to attract assembly operations, Brazil allows certain product components to be imported at reduced tariff rates. This is an example of: Answers: -preferential tariffs. -discriminatory procurement. -the effect of the Customs Valuation Code. -offsets. -an EMC.
preferential tariffs.
A manufacturer attempting to set prices for its products in export markets must realize that CIF, VAT, and distributor markup all lead to: Answers: -market penetration. -market skimming. -price escalation. -currency devaluations. -dumping charges.
price escalation.
Targeting the 300 million farmers in India who still use plows harnessed to oxen, John Deere engineers created a line of relatively inexpensive, no-frills tractors. The Deere team then realized that the same equipment could be marketed to hobby farmers and acreage owners in the United States, a segment that they had previously overlooked. This is an example of ________ strategy. Answers: -product-communications extension dual adaptation -product extension-communications adaptation -product invention -product adaptation-communications extension
product extension-communications adaptation
Before Ben & Jerry's launched their ice cream in the United Kingdom, the company conducted extensive research to determine whether the package design was appropriate. The research indicated that British consumers perceived the colors differently than U.S. consumers. The package design was changed accordingly. This type of strategy can be defined as: Answers: -product extension-communications adaptation. -product invention. -product-communications extension. -product-communication adaptation. -product adaptation-communications extension.
product extension-communications adaptation.
To promote its Centrino wireless chip, Intel launched a global ad campaign that features different combinations of celebrities. These celebrities were chosen because they are widely recognized in the key world markets. This type of strategy is referred to as: Answers: -product invention. -product-communications extension. -product-communication adaptation. -product adaptation-communications extension. -product extension-communications adaptation.
product extension-communications adaptation.
Hindustan Lever recently developed a hard candy flavored with natural fruit juice that it sells profitably in India for the equivalent of 1 cent per piece. This is Hindustan Lever's first-ever candy product. What strategy is evident here? Answers: -product invention -dual adaptation -product-communications extension -product extension-communications adaptation -product adaptation-communications extension
product invention
Manufacturers of Splenda, a low-calorie sugar substitute, wanted to arrange a focus group to find out its use in different markets. Open-ended questions were used in order to secure the unconscious attitudes and biases held by the subjects. This type of technique is known as: Answers: -projective technique. -MDS technique. -qualitative technique. -scaling technique. -reactivity technique.
projective technique.
Export marketing requires all of the following except: Answers: -the use of marketing research. -reaching retail customers. -identification of market potential. -decisions concerning product design. -an understanding of the target market environment.
reaching retail customers.
Research has shown that exporting is essentially a developmental process that proceeds in different stages. Before a firm reaches stage 4, it must do which one of the following activities? Answers: -believe in attractiveness of exporting -explore the feasibility of exporting -receive unsolicited export orders -build confidence in firm's ability for exporting -commit resources for exporting
receive unsolicited export orders
India's vehicle market can be segmented into: Answers: -Generation Y drivers -women drivers -different age group drivers -First time car buyers -scooter and motorcycle drivers
scooter and motorcycle drivers
Marketers in Gillette's Parker Pen subsidiary focused on upscale shoppers in Malaysia and Singapore. This is an example which coincides with the Maslow's hierarchy related to Answers: -physiological needs -security -self actualization -self-esteem -social needs
security
If the manufacturer of a sophisticated new consumer electronics product determines that many target consumers qualify as "innovators" and "early adopters" with relatively inelastic demand curves, the company should use the ________ pricing strategy. Answers: -gray market -penetration -cost-based -skimming -market holding
skimming
The organizational decision to purchase production inputs, components, or finished goods from domestic or foreign producers is known as the ________ decision. Answers: -sourcing -NTB -preferential -security -import/export
sourcing
Companies like Coca-Cola had the first-mover advantage since they were the first company to enter a global market. The first-mover advantages include all of the following except: Answers: -best chance of becoming world leader. -substantial investments in marketing. -lead in advertising and promotion exposure. -gain business experience. -advantage in adapting to the local culture.
substantial investments in marketing.
All of the following activities must be performed when goods cross international boundaries except: Answers: -packaging goods for export. -obtaining marine insurance and certificate of the policy. -using the cost-based pricing method. -obtaining currency permit, if required. -arranging for ocean freight and preparation.
using the cost-based pricing method.
In which of the following forms of export financing does a bank assume a financial obligation? Answers: -with both an L/C and a documentary collection -with a documentary collection but not an L/C -with either an L/C or a collection letter -with an L/C but not a documentary collection -neither an L/C nor a documentary collection requires a bank to assume financial obligation
with a documentary collection but not an L/C
