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University of Guelph *

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3000

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Marketing

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Jan 9, 2024

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docx

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1. Company XYZ created an ad that it intended to run in all markets, domestic and foreign. But in India, the ad was considered offensive, so the company created another ad with the same marketing theme, but adapted it to fit the market in India. This communication strategy is called Question options: local market ad generation. local marketing with global content. global marketing with local content. personal advertising. global customization. Hide question 1 feedback Global market advertising follows one of four basic approaches that vary by degree of adaptation. The first strategy creates global marketing themes, adjusting only the color and language to local market conditions. The basic ad template remains unchanged throughout the world. A second strategy, global marketing with local content , keeps the same global marketing theme as the home market but adapts it with local content. on 0 / 2. An understanding of marketing beyond home markets develops over time as a company gets more international business experience. This process is referred to as the Question options: global acceptance curve. global learning continuum. international experience learning curve. global experience learning curve. international experience continuum. Hide question 2 feedback This describes the global experience learning curve. on 3 1 / Howie recently read that Crane Airways of Japan, Kestrel Airlines of Germany, Heron Air of Australia, and Egret Airways of India have a code-sharing partnership, which allows passengers to fly on any of the airlines, share frequent flyer miles, and give each other logistical support. Howie had just learned in his Global Marketing class that this arrangement is known as a(n) Question options: franchising. strategic alliance. green field project. acquisition.

licensing. Hide question 3 feedback A number of airlines have created a worldwide network of airline partnerships that include code-sh mileage partnerships, and some logistical support, demonstrating a strategic alliance. on 4 1 / ___________ is the net benefits (or costs) associated with a product or service, and it is affected by the buyer's trust that the company will keep its promises. Question options: Value Outlay Exchange Accreditation Gain Hide question 4 feedback Value is the net benefits (or costs) associated with a product or service. The buyer considers all th all the costs, and arrives at a value for the product. One of the key considerations is the buyer's tr company will keep its promises with regard to the product experience, warranty, service, and a ho on 5 1 / The most common foreign market entry strategy is licensing. Question options: True False ti Prices of products are often higher in a foreign country than the home country due to transportation charges, taxes, tariffs, and exchange rate fluctuations. This change in price from home country to foreign country is referred to as Question options: price escalation. price scaling. cost-plus pricing. cost-based pricing. market price. Hide question 6 feedback A considerable quandary for companies in global marketing is that the costs of doing business glo than in their home market. This is called price escalation. on 7 1 /

The international sales manager at a fashion house is concerned that the euro is stronger than the U.S. dollar. This would be identified in the ___________ section of a global market research report. Question options: economic cultural, societal business environment political, legal history, geography Hide question 7 feedback An accurate understanding of the current economic environment, such as gross domestic product strength of the currency, and business cycle trends, is essential. on 8 1 / MERCOSUR is a regional market zone in Question options: Asia. Africa. North America. the Mideast. South America. Hide question 8 feedback MERCOSUR, the most powerful market zone in South America, was inaugurated in 1995 and includ South America: Argentina, Brazil, Chile, Paraguay, and Uruguay. on 9 1 / Coca-Cola introduced a new product called Diet Coke in Japan. Sales of this product were low in the initial stages because Japanese women associated the word diet with weakness; however, changing the name of the product from Diet Coke to Coke Light proved effective. Which product issue affected the sales of Diet Coke in this scenario? Question options: brand strategy country-of-origin effect quality fitting the product to the culture manufacturing Hide question 9 feedback When Coca-Cola introduced Diet Coke in Japan, initial sales were disappointing until the company women do not like the concept of dieting and the Japanese culture relates dieting to sickness (not with a product). The company changed the name to Coke Light, which has been much more effect

on 10 1 / Franchisees have a great deal of control in how they manage their businesses. Question options: True False tio In the context of market channels, the use of local distribution networks to reach target customers is identified in the ___________ channel factor. Question options: cost coverage character continuity control Hide question 11 feedback Local distribution networks around the world may lack full exposure to a given market. Even in the example, complete coverage of a consumer market necessitates multiple distribution channels. As to evaluate which distribution network best reaches the target customers, which may not necessa the widest distribution. on 12 1 / Darrell needs to fire a manager of a French subsidiary of his company. He recently found that French law makes it difficult to terminate employees. This would be identified in the ___________ section of a global market research report. Question options: economic cultural, societal business environment political, legal history, geography Hide question 12 feedback Labor laws vary widely around the world. Germany and France, for example, make it difficult to ter that person has been hired, while Great Britain's termination policies are more consistent with tho on 13 1 / The task of handling crises and giving the company's perspective to news organizations belongs in the ___________ element of marketing communications. Question options: advertising

personal selling sales promotion public relations direct marketing Hide question 13 feedback The expansion of global communications has greatly increased the importance of international pu realize that dealing with crises must be done quickly and effectively as global news organizations around the world. on 14 1 / Mr. Coffee had a good understanding of the Japanese culture when it introduced coffeemakers that fit well in Japanese kitchens. Question options: True False tio The primary organizational patterns employed by organizations around the world are Question options: domestic, decentralized, and centralized. highly centralized, centralized, and decentralized. regionalized, highly regionalized, and centralized. decentralized, centralized, and regionalized. regionalized, domestic, and centralized. Hide question 15 feedback The degree of centralization is a second critical decision since it affects resource allocation and pe organizational patterns employed by organizations around the world are centralized, decentralized on 16 0 / When local government relationships are critical to the success of international operations, the best organizational structure for a firm would be Question options: targeted organization. global product lines. geographic regions. hybrid or matrix. multinationals. Hide question 16 feedback

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