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3000
Subject
Marketing
Date
Jan 9, 2024
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docx
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13
Uploaded by dhoongandhi
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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