International Marketing Final Study online at quizlet.com/_2wceg4 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