Chapter 14

7498 Words30 Pages
Chapter 14
Student: ___________________________________________________________________________

1.

Proctor and Gamble was able to get Joy into Japanese homes through all of the following except
A. product formula targeted at the unmet needs of the consumers.
B. significantly low price to drive the competitors out.
C. compelling advertising campaigns.
D. packaging that appealed to retailers.
E. None of these answers is correct

2.

A(n) _____________ marketing strategy that views the world's consumers as similar in their tastes and preferences is consistent with the mass production of a standardized output.
A. domestic
B. multinational
C. indigenous
D. national
E. global

3.

A critical aspect of the ______________ function is identifying
…show more content…
Customer analysis
E. Market segmentation
16. When managers in an international business consider market segmentation in foreign countries, they need to be aware of two main issues. These are
A the differences between countries in the structure of marketing segments, and the existence of segments
. that transcend national borders.
B. the differences between countries in terms of tariff rates, and the differences between the countries in terms of exchange rates.
C.the differences between countries in terms of barriers to entry, and the differences between countries in terms of economic stability.
D. the differences between countries in terms of culture, and the differences between countries in terms of exchange rates.
E the difference between countries in terms of product standards, and the difference between countries in
. terms of consumer preferences.
17. Segments that transcend national borders exist in certain _____________ markets, but are rare in
_____________ markets.
A. consumer; industrial
B. industrial; consumer
C. service; industrial
D. consumer; service
E. youth; adult
18. After Jean Coutu's purchase of the Eckerd pharmacy chain, the Canadian owners decided to enhance
Eckerd's private label brands. This is an example of which element of the marketing mix?
A. sales
B. product
C. promotional
D. price
E. place
19. A product can be viewed as a bundle of
A. attributes.
B. wants.
C. needs.
D. profits.
E. benefits
20. Consumer needs vary between countries

More about Chapter 14

Get Access