Export Marketing Management Practice
Questions
Course Introduction
Export Marketing Management focuses on the strategic and operational aspects of marketing products and services in international markets. The course covers key topics such as market research and selection, entry strategies, export documentation, international trade laws, global distribution channels, pricing strategies, and cultural considerations in marketing. Students will develop skills to devise and manage effective export marketing plans, understand the roles of intermediaries and logistical support, and navigate the financial and regulatory challenges associated with exporting. Practical case studies and real-world examples are used to enhance students understanding of global marketing environments and equip them to succeed in the dynamic field of international business.
Recommended Textbook
International Marketing An Asia Pacific Perspective 7th Edition by Richard Fletcher
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Page 2
Chapter 1: Rationale for International Marketing
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Q1) Explain how changes in the world trading environment, communication and transport and technology have facilitated international marketing.
Answer: Prior to World War II, many nations had discriminatory trading practices, including high tariffs or trade barriers. After World War II, efforts such as the General Agreement on Tariffs and Trade (now WTO) focused on liberalising world trade by, for example, reducing tariff and non-tariff barriers. The World Monetary Fund worked to overcome the limits on expanding liquidity imposed by an earlier reliance on gold and foreign exchange through its special drawing rights for settling transactions. The time and cost to transport goods has fallen substantially, making it possible to adequately serve foreign markets. Communication advances have allowed for electronic transmission of data and improved the ease and cost of staying in touch with overseas customers. The internet has made it easier to gather, analyse and disseminate information, creating marketspaces rather than marketplaces, allowing companies to access and service consumers around the world.
Q2) Firms always use an export intermediary such as an export agent in foreign markets.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Avoiding the Pitfalls of the International Political and Legal Environment
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Q1) Environmental law is gaining an increased amount of attention in overseas marketing both within countries and in multilateral forums. Which of the following is NOT an issue of concern?
A) Billboards
B) Noise
C) Energy consumption
D) Packaging materials
E) None of the above
Answer: E
Q2) Generally, international law helps to minimise the extent of differences between national laws.
A)True
B)False
Answer: True
Q3) Companies use the Delphi technique to determine political risk. The company brings a group of experts together in its offices and asks for their opinions.
A)True
B)False
Answer: False
Page 4
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Chapter 4: Catering for the Social and Cultural
Environment of International Marketing
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Q1) According to Hofstede's dimension of long-term versus short-term orientation and country differences, Hong Kong is an example of a country that exhibits a long-term orientation.
A)True B)False
Q2) Ethnocentric organisations are characterised by the belief that:
A) all cultures should be respected as equal.
B) organisational culture is the predominant determinant of business success. C) regional cultural similarities should be taken into consideration when determining the marketing mix.
D) one's own national or cultural group is superior.
E) a global culture is preferable to national cultures.
Q3) Overall, Asian customers are less likely to be brand loyal to products than Australians.
A)True B)False
Q4) In a high-context culture, time is monochronic and linear, where one thing is done at a time.
A)True B)False
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Chapter 5: Technology Change and International Marketing
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Q1) The increasing use by consumers of the new global information environment, including the internet, carries many implications for marketing organisations. These implications include:
A) quicker and more widespread consumer access to goods and services.
B) shifting of power from producers to end-users.
C) greater opportunity for consumers to compare product offerings.
D) options A, B and C.
E) options A and B only.
Q2) Explain why integration of online and offline communication strategies is critical for international marketers.
Q3) Discuss the implications for international marketing of an increasingly global information-rich environment.
Q4) The traditional diffusion of innovation model has, in order, the following categories:
A) innovators, early majority, late majority, mainstream and laggards.
B) innovators, early majority, late majority, maturity and laggards.
C) innovators, early adopters, early minority, early majority and decline.
D) innovators, early adopters, early majority, late majority and laggards.
E) innovators, early adopters, early majority, mainstream and decline.
Page 6
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Chapter 6: Contemporary Environmental Variables in International Marketing
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Q1) The availability of an adequate infrastructure will have an impact on the feasibility of different ways of entering a market.
A)True
B)False
Q2) There is a growing imbalance in the age distribution of people living in the developing world compared to the developed world.
A)True
B)False
Q3) What are the factors that have contributed to the growth of, interest in and concern for the environment? How does the importance of the environmental movement vary across different markets and economic systems?
Q4) Views of ethical behaviour differ and in some countries bribery is seen as an accepted business practice. From a utilitarian perspective, bribery would be regarded as:
A) acceptable because it leads to contracts that create employment.
B) acceptable if it is commonly practiced in the host country.
C) unacceptable under any circumstances.
D) acceptable if it is going to benefit the organisation.
E) acceptable if it was beneficial to both parties.
Page 7
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Chapter 7: Research in International Markets
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Q1) A business firm will experience additional difficulties when it takes its product overseas. What are some of the factors that can make market research in a foreign country more complex than research in the domestic market?
Q2) Explain the ways that primary research in an economically developed nation might differ from research in a developing nation. Identify two specific countries, and use particular products to illustrate your answer.
Q3) Which of the following is a characteristic of qualitative research methods?
A) exploratory
B) easily replicated
C) subjective
D) options A and B only
E) options A and C only
Q4) The most commonly used instrument for the gathering of primary data in an international market is the:
A) focus group.
B) controlled experiment.
C) questionnaire.
D) face-to-face interview.
E) telephone interview.
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Chapter 8: International Market Selection and Entry
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Q1) Internal drivers of strategic alliances are reflected in the value chain. With these drivers, the strategic linkages in the chain can be:
A) advantageous and beneficial.
B) vertical or horizontal.
C) horizontal or advantageous.
D) competitive and disadvantaged.
E) options A and B only.
Q2) Australian research has found that international involvement is affected by:
A) the size of the firm.
B) excess capacity within the firm.
C) how high tech the products are.
D) the nature of the domestic market for the firm's product.
E) all of the above.
Q3) Domestic buyers that buy on behalf of firms in overseas markets are known as:
A) export merchants.
B) brokers.
C) export commission houses.
D) manufacturers' export agents.
E) confirming houses.
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Page 9
Chapter 9: International Competitive Strategy
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Q1) Michael Porter (1990) suggests that the determinants of national competitive advantage for an industry can include:
A) related supporting industries.
B) firm strategy and structure.
C) factor conditions.
D) demand conditions.
E) all of the above.
Q2) An organisation is based in a country where the incoming government has embarked on economic reforms based on deregulating the market. According to Porter's five forces model, which of the forces will be most significantly affected?
A) threat of new entrants and threat of substitutes
B) threat of new entrants, new substitutes, increased rivalry and increased bargaining power of buyers
C) threat of new entrants, new substitutes, increased rivalry, increased bargaining power of buyers and bargaining power of suppliers
D) threat of new entrants
E) threat of new entrants, new substitutes and increased rivalry
Q3) Explain the STP approach and list its six steps.
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10
Chapter 10: Internationalization, Relationships and Networks
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Q1) Which of the following is an inward form of entry into international markets?
A)Buying agent
B)Co-operative manufacturing
C)Strategic alliance
D)Export agent
E)Franchisor overseas
Q2) International corporate social responsibility is based on the notion that all firms must comply with the environmental laws of their international partner countries.
A)True
B)False
Q3) Firms usually internationalise because they wish to:
A) Access factors of production on a more cost-competitive basis
B) Achieve economies of scale in sourcing and production
C) Gain exposure to new ways of doing business
D) All of the above
E) Options A and B only
Q4) Explain what is meant by the terms outward, inward and linked modes of market entry. How do these different modes interact in practice?
Page 11
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Chapter 11: Globalization
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Q1) Companies that are involved in mass customisation automatically adopt a global rather than multinational policy.
A)True
B)False
Q2) The AAA framework consists of which three elements:
A)Alliances; allocation; aggregation
B)Adaptation; alliances; arbitrage
C)Adaptation; aggregation; alliances
D)Alliances; arbitrage; allocation
E)Adaptation; aggregation; arbitrage
Q3) Global citizens:
A)Are sceptical of claims by global companies
B)Care about how the firm behaves regarding the environment and other issues
C)Try to avoid buying transnationals products
D)Don't see anything special about a global brand compared to a local brand
E)Readily accept the global myth
Q4) Discuss the relationship between globalism and glocalisation.
Q5) What are the key tenets of the philosophy of globalism? How do these concepts translate into practice when it comes to businesses operating on the international stage?
12
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Chapter 12: Planning for Effective International Marketing
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Q1) To be successfully implemented, a firm's marketing strategies must fit with its company culture. Company culture is a system of ________ and ________ shared by people in an organisation that gives the company its identity and meaning.
A) space; time
B) income; taxes
C) commitment; reward
D) values; beliefs
E) none of the above
Q2) A firm's vision can be described as the:
A) milestones for achieving strategic success in international markets.
B) type of business that the firm wants to be in.
C) evaluation of the strategic options.
D) intention for the firm for its future, and what it takes to succeed.
E) all of the above.
Q3) A company's decision and reward systems will significantly affect the implementation of an international marketing plan.
A)True
B)False
Q4) Discuss the emerging bases for global segmentation.
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Chapter 13: Modifying Products for International Markets
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Q1) The five stages of the international product life cycle are:
A) local innovation, international innovation, maturity, worldwide imitation and reversal.
B) local innovation, early adoption, early majority, late majority and laggards.
C) early market, chasm, bowling alley, tornado, main street and decline.
D) early starter, late starter, maturity, lonely international and reversal.
E) early innovation, maturity, imitation, decline and reversal.
Q2) Which of the following terms of sale for industrial products in international markets are often include in contracts?
A) Outsourcing
B) Credit terms
C) Price
D) All of the above
E) Options A and B only
Q3) Discuss how products can be defined in relation to the different marketplaces, the elements of a product and why each of these elements may need to be modified. Illustrate your answer with examples.
Q4) Outline the stages to be followed in developing a new product for an international market. Illustrate using an example.
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Page 14
Chapter 14: International Pricing for Profit
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Q1) Global pricing strategies are most suited to products targeted at affluent consumers and those with a technical edge.
A)True
B)False
Q2) Which of the following statements related to the role of pricing and distribution in an overseas country is NOT true?
A) The selected channels of distribution often dictate export pricing.
B) Reducing the number of intermediaries reduces the international escalation of price.
C) The length of the distribution channel varies from country to country, which can add to the cost of the price charged for a product.
D) The costs and margins of a given channel vary from country to country.
E) When a firm has a subsidiary in an overseas market it is able to exert less control on the price charged for the product in that market.
Q3) Export incentive schemes such as the Export Expansion Grant Schemes are NOT regarded as being part of the dumping approach.
A)True B)False
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15
Chapter 15: Promotion in International Marketing
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Q1) If an international marketer wanted to develop a corporate brand which indicates a firm that is trustworthy on a global scale, which colour is the most appropriate overall?
A)Blue
B)White
C)Black
D)Red
E)None of the above as the meaning of colour differs too much between countries for a single colour to have widespread meaning in marketing
Q2) Pull strategies play an important part in international promotion. Select a product and suggest which of the strategies you would use in an emerging economy compared with a developed economy.
Q3) As globalisation increases the country of origin effect is likely to become more important as a source of differentiation and positioning.
A)True
B)False
Q4) Suggest arguments for and against the standardisation of advertising in international marketing. Provide examples to explain your answer.
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Chapter 16: Effective International Distribution
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Q1) The most promising products for trading internationally via the internet are those:
A)Where existing intermediaries do not perform the traditional wholesaler functions due to the high cost of servicing small, diverse and geographically dispersed players
B)That have many buyers and sellers operating internationally
C)That can be placed on auction sites to attract the highest bidder
D)Where existing retailers are not taking advantage of the opportunities that the internet provides
E)All of the above
Q2) When a manufacturer uses its established distribution network in a foreign country to sell another company's products this is referred to as:
A)Horizontal cooperation
B)Piggybacking
C)Vertical cooperation
D)International cooperation
E)None of the above
Q3) Discuss in detail the available options (methods) for an organisation wishing to expand overseas.
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Chapter 17: Marketing Services and Projects Overseas
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Q1) The SERVQUAL model identifies five components of service quality.
A)True
B)False
Q2) Services products are generally more culturally sensitive than physical goods. Which of the following is NOT a cultural influence on the service encounter?
A)Relationship with activity
B)Relationship with nature
C)Relationship with space
D)Relationship with others
E)Relationship with time
Q3) For a services product, heterogeneity refers to the fact that:
A)The product cannot be saved or stored
B)The quality of the product can be variable
C)The product is often produced and consumed at the same time
D)The product cannot be touched
E)None of the above
Q4) To which methods used in the marketing of services internationally do you attribute the success of the growth of international students in the education system?
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Chapter 18: International Marketing in the Decade Ahead
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Q1) In emerging markets, relationships and networks become more critical due to greater levels of uncertainty and shocks in the environment.
A)True
B)False
Q2) BOP consumers tend to have a 'just in time' philosophy regarding purchases.
A)True
B)False
Q3) Concept equivalence is at risk in developing markets because of the:
A)Different measurement scales used in developing countries compared with developed countries
B)Wide cultural and economic disparity between the researcher and the respondent
C)Greater dependence of the informal economy
D)Dearth of familiarity with research among subjects in these markets
E)Attitudes of the respondents to the conduct of research
Q4) Discuss the benefits and shortcomings of globalisation. How does it differ for developed countries compared with emerging countries?
Q5) What the characteristics of the BOP market?
Q6) Discuss the challenges a firm would face when undertaking market research in developing countries.
19
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