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International Marketing Final
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1.
According to Carly Fiorina, former CEO of HewlettPackard, leadership is about:
A) hierarchy.
B) title.
C) status.
D) connecting.
E) bragging.
D
7.
Facebook, Google, Pinterest, Twitter, and Wikipedia
represent which element of the marketing mix?
A) Price
B) Product
C) Place
D) Promotion
E) People
B
2.
According to Porter, the nature of the interaction
between potential industry entrants, buyers,
substitute products, suppliers, and rival firms
determines:
A) whether or not the government will launch an
antitrust investigation.
B) the industry's profit potential in terms of longrun return on invested capital.
C) whether a country can generate a balance of
payments surplus.
D) whether a country can create a comparative
advantage in the production of differentiated
products.
E) whether a country can generate income by
innovation.
B
8.
For years, Mercedes-Benz utilized a ________ pricing
strategy; however, this created an opportunity for
Toyota to introduce its luxury Lexus line and
undercut Mercedes.
A) gray market
B) skimming
C) penetration
D) market holding
E) cost-based
B
9.
Google's myriad product development initiatives
illustrate the point that products and brands
are arguably the most crucial element of a
company's marketing program
TRUE
10.
TRUE
All other things being equal, a Boeing 787 costs the
same worldwide. By contrast, beer, compact discs,
and many other products that are available around
the world are actually offered in markets that are
national rather than global in nature.
TRUE
Google[x], the company's semi-secret research
facility, is known as the Moonshot
Laboratory. That's because staff members are
working on "moonshot" projects that represent
leading-edge technology leaps.
11.
B
4.
Coca-Cola's latest packaging innovation is Fridge
Pack, a long, slender carton that holds the
equivalent of 12 cans of soda. This pack fits into the
refrigerator's lower shelf and is convenient for use
by global consumers.
FALSE
5.
Competitive advertising may impair the
effectiveness of the message due to the fact that it
may:
A) not reach the intended recipient.
B) reach the intended recipient but is
misunderstood.
C) reach the intended recipient and is understood,
but the recipient may fail to take action.
D) get distorted by noise.
E) only be in one language.
D
If the manufacturer of a sophisticated new
consumer electronics product determines that
many target consumers qualify as "innovators" and
"early adopters" with relatively inelastic demand
curves, the company should use the ________ pricing
strategy.
A) gray market
B) skimming
C) penetration
D) market holding
E) cost-based
12.
C
An express warranty is a written guarantee that
assures the buyer that he or she is getting what he
or she has paid for or that provides recourse in case
a product's performance falls short of expectations.
TRUE
An important leadership task involves articulating
all of the following points except:
A) beliefs.
B) values.
C) status.
D) policies.
E) activities.
13.
In addition to "selling" their vision, top management
at both Whirlpool and GE face the
formidable task of building:
A) their company stature.
B) physical layout and design.
C) a cadre of globally oriented managers.
D) a cadre of loyal customers.
E) access to distribution channels.
C
3.
6.
14.
India's Tata Motors launched the Nano, a radical new
design with a rock-bottom sticker price of $2,500.
TRUE
15.
In exchange for a pledge to carry at least 40
different Procter & Gamble products, participating
stores receive regular visits from P & G
representatives who tidy and arrange display areas.
This motivational program is referred to as:
A) "buy-in-bulk" store program.
B) "high-frequency" store program.
C) "mom-and-pop" store program.
D) "shop operators" program.
E) "golden store" program.
E
In less-developed countries the most important
channel of distribution is:
A) door to door.
B) public marketplaces.
C) wholesale marketplaces.
D) pyramid schemes.
E) retail stores.
B
17.
Intangible product attributes, include the status
associated with product ownership, a manufacturer's
service commitment, and a brand's overall
reputation or mystique
TRUE
18.
The integrated circuit and the concept of binary
code permitted the development of the:
A) transistor.
B) radio.
C) personal computer.
D) smartphone.
E) SMS.
C
19.
In the 1950s, which company used transistor
technology licensed from Bell Labs to develop the
transistor radio?
A) Nokia
B) Sony
C) Panasonic
D) RCA
E) Sanyo
B
________ is the phrase global marketers use to
describe ads with common design elements into
which localized elements are inserted for individual
country markets.
A) "Pattern advertising"
B) "Template advertising"
C) "Cookie-cutter advertising"
D) "Model advertising"
E) "Stereotype advertising"
A
Many companies that are active in the 19 nations of
the euro zone are adjusting to the new crossborder transparency of prices.
TRUE
16.
20.
21.
22.
A marketer of fine French cognac offers fancy cigar
ashtrays as prizes to consumers who correctly solve a
crossword puzzle. Which of the following most
accurately describes this offer?
A) price promotion
B) non-price promotion
C) trade sales promotion
D) sweepstakes promotion
E) sampling
B
23.
A phrase which is analogous to the concept of global
product platforms is:
A) "Pattern advertising."
B) "Template advertising."
C) "Cookie-cutter advertising."
D) "Model advertising."
E) "Stereotype advertising."
A
24.
Promotions that are designed to increase product
availability in distribution channels are known as:
A) price promotion.
B) non-price promotion.
C) trade sales promotion.
D) sweepstakes promotion.
E) sampling.
B
25.
The retail environment in developing countries
presents challenges for marketing nonperishable
items. In Mexico, Proctor & Gamble, Unilever, ColgatePalmolive, and other global consumer product
companies use ________ for their products.
A) door-to-door selling
B) buy-in-bulk selling
C) mom-and-pop stores
D) franchised stores
E) manufacturer-owned stores
C
26.
Sales representatives in which Japanese industry
cultivate close, long-term relations with customers by
selling door-to-door?
A) consumer electronics
B) pharmaceuticals
C) automobiles
D) soft drinks
E) groceries
C
27.
What solution did Andersen Consulting provide to the
Moscow Bread Company to solve the problem of stale
bread?
A) Deliver the bread frozen.
B) Package the bread in plastic bags.
C) Convert to a paperless office to cut red tape.
D) Deliver the bread sliced rather than in whole loaf
form.
E) Use paper packaging for bread.
B
28.
Which of the following is not an advantage of using sales promotions?
A) provides a tangible incentive to buyers
B) provides accountability to marketing managers
C) enables company to build its database
D) builds long-term brand awareness
E) develops relationship with customers
C
29.
Which of the following is not identified by Porter as one of the five forces that explains competition in an industry?
A) threat of new entrants
B) threat of substitute products or services
C) bargaining power of suppliers
D) bargaining power of competitors
E) the competitive rivalry among current members
D
30.
Which of the following is not identified by Porter as one of the possible types of barriers to entry in an industry?
A) loose bricks
B) switching costs
C) economies of scale
D) product differentiation
E) access to distribution channels
A
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