the marketing activities within the constraints of the global environment
customers better than competition
becoming similar to the tastes and preferences of American consumers C) are converging upon a global norm D) so different that they can be ignored by international organizations
Writing in the Harvard Business Review about the Globalization of Markets, Theodore Levitt argued that:
4)
_______ A) the 4Ps do not apply to global marketing B) products should be adapted to needs and wants on a market-to-market basis C) the world is becoming more heterogeneous D) the world is becoming more homogeneous
Within an international context, what are 'economies of scope' synonymous with?
5)
_______
A)
reusing a resource from one business/country in additional businesses/countries B) buying components in a bulk C) decreased cost per unit of output D) any of the above
Which of the following characterizes an organization using a multidomestic strategy?
6)
_______ A) the organization employs the same strategy in many different markets B) the organization employs a multitude of different strategies in one single country C) the organization employs many strategies, each one tailored for one market D)
none of the above
The goals of international marketing are to:
4
5
6
7
eliminate competition in international markets
B)
expand business activities abroad
C)
create and retain customers in global markets D) gain market share and increase profit
Svend Hollensen proposed a simplified version of the value chain comprising the following: 8) _______ A)
technology, marketing, sales and service, logistics
B)
manufacturing, marketing, customer service, after-sales service
C)
research and development, production, marketing, sales and service
D)
procurement, production, marketing, sales and customer services
The work of an international marketer is mainly concerned with: 9) _______ A)
transferring a marketing mix to enter a market in another country
B)
establishing global brands
C)
adapting a marketing mix to enter a market in another country
D)
translating product instructions and advertising messages
When identifying global market segments, a fundamental guiding principle should be the need to determine: 10) ______ A) similar languages
8
9
1
Which of the following represents a company's effort to identify and categorize groups of customers and countries according to common characteristics?
When an organization decides to build and sell products in a country other than its home market, such activity is the result of a(n) ________ decision.
Which is most likely to be a weakness of a global firm competing with a local firm in a particular market?
From the point of view of marketing, an organization that enjoys competitive advantage in an industry has done so by:
A) constantly enlarging its marketing activities B) charging lower prices than competition C) creating superior value for customers
D) focusing on long-term profit 1
The notion that a company can be both global and local represents:
The code of practice of the global marketer is: 18) ______ A)
'think globally, act globally'
'think locally, act globally' C)
'think locally, act locally'
1
An international organization adopting a(n) ________ management orientation believes that each country is unique and therefore should be targeted with a different strategy.
19) ______ A) geocentric
regiocentric
ethnocentric
polycentric
Being a global organization means:
20) ______ A)
customizing the product range for each segment in part B)
creating both standardized and customized products C)
creating standardized products for homogeneous markets D)
any of the above
2
2
An international organization adopting a(n) ________ management orientation believes that its home country is superior and the needs of the home country are most relevant.
21) ______ A) polycentric
regiocentric
2
Global car manufacturers such as Ford and Volkswagen achieve great economies of scale and scope by:
22) ______ A)
using similar engines and gear boxes across their entire product range and using them in different models of cars B) concentrating all the production in their own home market
C)
manufacturing automatic models for all their markets
D)
undertaking all the above
Domestic marketing is characterized by which of the following?
23) ______ A)
2
the organization's strategy is tailored to target its home market and/or several segments of the single-country market B)
some of the products are exported to other segments in neighboring countries C)
the organization's strategy targets several segments of the single-country market D)
the organization's strategy is tailored to target the home market
2
In contrast to the 'ethno' and 'poly' centric organizations, the 'regio' and 'geo' centric ones seek to ________ production and marketing on a regional or global scale.
24) ______ A)
gain full control over the affiliates involved in B) fully localize C) organize and integrate D) heavily decentralize
An organization dominated by a geocentric management orientation can also be called a ________ organization.
Which of the following characterizes an organization employing a pan-regional strategy?
A) the organization gathers its strategies on one continent B) the organization gathers its operations in one region C)
the organization uses a regional strategy for a one-country market D)
the organization centralizes its operations in one geographic region
2
An international organization may design a product in country A, produce parts for it in countries B, C, D and E, assemble the product in country F, and then export it world-wide. This is an example of:
organization C) an export strategy
The organizations undertaking a global marketing strategy strive to achieve the slogan:
'think globally, act locally'
'think locally, act globally' C)
'think globally, act globally'
'think locally, act locally'
The main advantage of a differentiation strategy in international markets lies in that: 29) ______ A) it enables brand stretching and extension B) imitators cannot reduce margins C)
consumers in foreign markets pay less for the same product D) the focus is taken away from price
2
3
Global products offer which of the following advantages? 30)
________ views the world as a single market.
A(n)________ organization is one that targets customers world-wide or sources products world-wide, standardizing some marketing mix and elements and adapting others. 32) ______ A)
Within an international context, what are 'economies of scale' synonymous with?
33) ______ A)
buying components in a bulk B) reusing a resource from one business/country in additional businesses/countries
decreased cost per unit of output D)
any of the above
What does the term 'global village' represent?
34) ______ A)
a phenomenon of convergence of people's tastes and preferences B)
a metaphor for a village where all the inhabitants are foreign but understand the same language C) a metaphor for an ideal world dominated by peace D) a phenomenon of convergence of languages across the globe 3
Protectionism represents:
35) ______ A)
an economic policy of restraining trade between nations B)
an international management orientation C)
an international political system D)
none of the above
In competition terms, 'perceived value' represents:
36) ______ A)
the value of the products in the eyes of the manufacturer B)
the evaluation of the organization's products by its competitors C) the amount of money buyers are willing to pay for the organization's products D)
3
none of the above 3
Which of the following is not part of the 7-S framework?
An organization whose management views foreign markets as a convenient place to dispose of surplus production can be said to have a(n) ________ orientation.
A global market leader is an organization which: 39) ______ A) has the monopoly over several foreign markets B) has more than 50% global market share C) is recognized as being ahead of the rest in terms of market share D)
4
Despite recent findings concluding that LSEs and SMEs manifest some degree of convergence in their global marketing orientations, there are numerous qualitative differences between management and marketing styles in LSEs and SMEs, such as:
40) ______ A)
the organization of SMEs is predominantly informal while the organization of LSEs is predominantly hierarchical/formal B)
SMEs focus on short-term opportunities while LSEs focus on long-term opportunities C)
SMEs rely upon outsourcing their resources while LSEs are preoccupied with the internationalization of their resources D) all
4
Which of the following is not a business orientation in the EPRG framework? 41) ______
A global brand has the following features: 42) ______ A)
it has comparable brand loyalty across countries B)
it has a substantial market share in all countries C)
it carries the same logo, brand name and values across all countries D)
________ represents the difference between the values that the buyer gains from owning and using a product and the cost of obtaining it:
An international organization adopting a(n) ________ management orientation tries to integrate and coordinate its marketing programme within regions but not across them.
The correct components of the 7-S framework are:
standards, strategy, style, staff, skills, systems and security C)
structure, strategy, shared values, style, staff, skills and systems D)
A trade bloc such as NAFTA represents:
an economic union between more developed countries
B)
a large free trade area or a free trade area formed by one or more tax, tariff and trade agreements
C)
a geographic area formed as a result of political similarities
D) all of the above
Regionalism is:
50) ______ A)
the grouping of countries into regional clusters based on geographic proximity B)
a protectionist policy created to exclude third world countries from certain forms of international trade C) an international management orientation D) both