MIDTERM TEST
KHOA QTKD
ĐỀ KIỂM TRA GIỮ A KỲ
BẬC ĐẠI HỌC – HỆ CHÍNH QUY
Học kỳ II- Năm học 2023-2024
(Đề 1 có 04 trang)
Môn: INTERNATIONAL MARKETING
Thời gian làm bài: 90’
(Sinh viên được sử dụng tài liệu)
INSTRUCTIONS TO CANDIDATES/ HƯỚNG DẪN CHO THÍ SINH
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This is a OPEN BOOK personal examination paper.
Write your answers down in HARD COPY
Students can be able to use ChatGPT for reference only.
This test is included 4 parts (10.0 points):
 Part 1: True or False (1.0 points)
 Part 2: MCQs (1.0 points)
 Part 3: Short Qs./As. (4.0 points)
 Part 4: Mini case study solution (4.0 points)
PART 1: TRUE OR FALSE (1.0 points)
Please write your answer down in your answer sheet paper
1. Nike dropped their well known tag line "Just do it" in advertising women's clothing in
Europe and replaced it by the slogan "Here I am" since college-age women in Europe are
not as competitive about sports as men are.
2. McDonald's global marketing strategy is based primarily on local marketing mix elements.
3. The Coca-Cola Company supports it's Coke, Fanta, and Dasani brands with marketing mix
elements that are both international and local.
4. Customer lifetime value (CLV) describes the net present value of the stream of future
profits expected over the customer’s lifetime purchases.
5. Major benefits of standardization include less distribution & communication costs of
standardization.
6. The nature of international marketing strategy depends on company’s objectives & goals,
varies from country to country
7. International marketing managers may be required to learn the decision-making routines
that may have worked well in the firm’s domestic operations in favor of new routines
geared to foreign markets.
8. One difference between domestic and international marketing is the scope of activities
9. Research on a single country conducted by a researcher from another country with a view
to understanding similarities and differences with the researcher’s home market would be
considered international marketing research.
10. Market entry modes may be classified by their risk/reward profile. In this context
hierarchical modes represent a sharing of the risks and rewards between two or more firms
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PART 2: MULTIPLE CHOICES (1.0 points)
Please write your answer down in your answer sheet paper.
1. The most formal definition of marketing is _________________
a. the 7Ps (Product, Price, Place, Promotion, People, Process, and Physical evidences)
b. an organizational function and a set of processes for creating, communicating, and
delivering, value to customers, and for managing customer relationships in ways that
benefit the organization and its stake holders.
c. meeting needs profitably
d. identifying and meeting human and social needs
2. International marketers must decide _______________
a. which countries to enter
b. how to enter each country (as an exporter, licenser, joint venture partner, contract
manufacturer, or solo manufacturer)
c. how to adapt their product and service features to each country
d. all of the above.
3. The ability of a company to meet each customer’s requirements—to prepare on a mass
basis individually designed products, services, programs, and communications, is referred
to as ________.
a. proactive customer service
b. individualization
c. mass customization
d. competitive advantage
4. Under this type of agreement, one firm permits another to use its intellectual property such
as trademarks, copyrights or patents in exchange for royalty compensation. What is this
type of agreement called?
a. Licensing
b. Foreign direct investment
c. Indirect exporting
d. Standardization and adaptation
5. International marketing strategy according to which company uses separate marketing mix
for each international target market is classified as
a. Product adaptation marketing
b. Straight product marketing
c. Adapted interntional marketing
d. Standardized interntional marketing
6. Way of entering international / multinational foreign markets by setting up foreign
manufacturing facilities is classified as
a. Direct investment
b. Joint venture
c. Franchising
d. Export union
7. International marketing strategy according to which company uses same marketing mix in
all international markets is called
a. Straight product marketing
b. Standardized international marketing
c. Adapted global marketing
d. Product adaptation marketing
8. International marketing occurs in markets_________________
b. using the different marketing tools everywhere
c. outside the organization’s home country
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d. doing business in all of the 200-plus country markets
e. with marketing strategies in the developed country
9. ________ is the study of how individuals, groups, and organizations select, buy, use, and
dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
a. Target marketing
b. Psychographic segmentation
c. Psychology
d. Consumer behavior
10. Consumers learn about brands through ___________ and product marketing programs.
a. past experiences with the product
b. the mass media communications
c. the personal communication of sales force
d. the products and services knowledge and shopping bots
PART 3: SHORT QUESTIONS & ANSWERS (4.0 marks)
Please read and then have a go at the questions below:
1. Based on the “boundaryless marketing concept, shortly explain what is the International
Marketing definition? (2.0 points)
2. National culture – what it is all about and how it impacts on international marketing
actitivties? (2.0 points)
PART 4: SHORT CASE STUDY (4.0 points)
Please read carefully the mini case study below for your solutions
Read the article and then have a go at the questions below:
Apple Inc, multinational technological company with its headquartered in Cupertino,
California. The company is involved in developing and designing hardware products such as
iPhones, iPads, Mac along with software development and online services. Its software
includes IOS operating system and one of the famous web browsers – Safari. Online services
include icloude, iTunes and IOS app store. Initially it developed and sold personal computers
and later on shifted to consumer electronics.
Apple Inc was regarded as the number 1 brand among the presence of billions of brands.
It has always focused on innovation and has come up with amazing products. If we see in terms
of revenue, Apple Inc is the largest information technology company in the world. Today, it
has around 1, 15,000 employees with revenue more than $233.715 billion
As of 2020, there are several marketing strategies like product/service innovation,
marketing investment, customer experience etc. which have helped the brand grow. As for the
product Apple is known for its innovation in the world. It has always come up with new
products that amazed the whole world. Some of its popular products such as Macintosh –
generally branded as Mac, one of the premier products of Apple Inc and the utmost reason for
the existence of the company. It was introduced by Steve job in Jan 1984. It was the first
personal computer made for mass that had mouse and graphical user interface. It has come up
with newer versions which are still famous among the people of United States of America.
Some of the models that are currently present in the market are: Mac Pro, iMac, MacBook Air,
MacBook Pro, MacBook. Iphone: Apple Inc was the first company to introduce smart phones
that had multiple touch i.e. iphone. It was basically a combination of a smart phone and ipod.
It has many version with the latest one as iphone 12 and more version plus.
Other relevants: IPod: - A unique kind of portable digital music player. Various variations
have come up in the market as iPod Nano, iPod touch, iPod shuffle and many more., Apple
watch: - Watch where you can keep a track of your fitness schedules. Apple TV: - One of the
biggest failures for apple is the introduction of apple TV and Software and Services.
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Following is the distribution strategy of Apple adaptation: an aggressive strategy in
reaching out to premium customers. Apple came up with the idea of opening its own outlets
i.e. There are various channels that are being used by Apple Inc to target the end consumers.
Apple stores where it could sell its products. They also brought the concept of trade partners.
They collaborate with such trade partners to maintain the distribution channel. They have firm
believe that keeping lesser number of trade partners can increase the efficiency of distribution
channel. These products are then sending to authorized retailers for apple products. These are
premium retailers who are given targets as set by the company. Apple stores providing an
experience to its customers, also price based on the added value of experience over product.
Another channel of selling is through online portals. Most e-commerce portals have apple
products and it is one biggest point of sale for apple. One of the differentiator factors for apple
is that they have lots of staff in the apple stores because of its complexity.
Apple Inc products are premium products and they do not target all the sections of the
society. Being a market leader in its segment, the marketing mix pricing strategy of Apple is
that of a market leader. However, competition also influences its pricing. Apple is always know
for its innovation and innovation comes up with cost. So, they follow premium pricing policy
in order to delight their customers. Most of its products such as Mac book, iphone, iPad are all
comes under premium products category. Apple products are costly and are also considered as
a status symbol. It is always argued that why these products are so costly. One of the reasons
for it is the technology that is being used in the products. Once you get addicted with these
products, you won’t think about other brands
As for communications, Apple Inc targets specific segment of people. So during
promotional activities, its main focus is on its products and the differentiating factors that make
its unique from the competitors. The promotional strategy in the marketing mix of Apple
focuses on aggressive advertising using various channels like TV, print media, online ads,
billboards etc. If we closely see the ads that Apple has come up with, it has always tried to
focus on how different it is from the competitors. It has always believed that ads should be
simple and gets connected to the heart of the people. These ads are to the point and no irrelevant
information. These ads will come during any one of the product launch and will run for a very
long time. Apple Inc hardly comes with any sales offers or gives discounts to any other people
except students.
TASKS REQUIRED:
1. What it is Apple Inc. briefly? (1.0 points)
2. What are the Key Success Factors (KFSs.) of Apple Inc. global market? (1.0 Points)
3. Is Apple's in the world market, considered as standardization marketing player or
localization marketing player? The reasons why? (2.0 Points)
- The end -
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