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