MKTG 680-01: International Marketing, Spring 2006
Exam I Review Questions
•
•
NOTE: THESE QUESTIONS ARE ILLUSTRATIVE. IN ADDITION TO STUDYING THIS SET, YOU SHOULD
ALSO CONSULT THE RELEVANT CHAPTERS OF YOUR TEXT AND YOUR LECTURES NOTES.
REVIEW THIS SET AND FEEL FREE TO DISCUSS WITH ME, SHOULD YOU HAVE ANY QUESTIONS OR
CONCERNS.
Chapter 3 – The Global Trade Environment
1.
a.
b.
c.
d.
e.
Which of the following is the abbreviation for a proposed trade initiative between the U.S. and Central and South America:
EFTA
NAFTA
FTAA
ASEAN
EEA
2.
a.
b.
c.
d.
Which of the following statements is true about the World Trade Organization:
it is the successor to the IMF
it is the successor to GATT
it is the successor to NAFTA
it is the successor to the EU
3.
The form of economic cooperation that calls for 1) eliminating internal barriers to trade and 2) establishing common external
barriers is known as a(n) _____________ .
economic union
free trade area
common market
customs union
a.
b.
c.
d.
4.
a.
b.
c.
d.
A new bilateral agreement between the European Union and Turkey will eliminate internal trade barriers and establish common
external tariffs. This arrangement is a(n):
free trade area
customs union
common market
economic union
5.
a.
b.
c.
d.
The United States, Canada, and Mexico participate in a form of economic cooperation known as a(n):
free trade area
customs union
common market
economic union
6.
a.
b.
c.
d.
e.
Which of the following countries ranks number 1 in terms of two-way trade with the United States:
Japan
Mexico
Germany
China
Canada
7.
a.
b.
c.
d.
Mercosur would best be described as a(n):
free trade area that’s evolving into a customs union
customs union that’s evolving into a common market
common market that's evolving into an economic union
economic union
8.
a.
b.
c.
d.
e.
The proper name of the economic cooperation group that consists exclusively of Asian countries is:
East Asian Trading Group
Japan Inc.
The Asian Economic Cooperation
Association of Southeast Asian Nations
Asia-Pacific Economic Cooperation
MKTG 680-01, Spring 2006, Exam I Review Questions -- Page 1 of 12
9.
a.
b.
c.
d.
To date, actual economic integration among ASEAN countries has been limited. However, the member nations hope to create
a(n) _________ early in the 21st century:
free trade area
customs union
common market
economic union
10.
a.
b.
c.
d.
The Maastricht Treaty called for:
the creation of an Asia Free Trade Area (AFTA)
the creation of a monetary union in Europe
Chile's acceptance into Mercosur
increased purchases of U.S. auto parts by Japanese manufacturers
11. Which of the following is NOT a correct statement of a change that will affect how companies do business in Europe's single
market:
a. harmonization of product standards
b. common guidelines for TV broadcasting
c. less competitive pricing environment
d. reduction in customs formalities for goods crossing borders
12.
a.
b.
c.
d.
To qualify for EU membership, a country’s budget deficit must be:
under 3 percent of GDP.
under 10 percent of GDP.
under 25 percent of GDP.
under 50 percent of GDP.
Chapter 4 – Social and Cultural Environments
1.
a.
b.
c.
d.
2.
a.
b.
c.
d.
3.
a.
b.
c.
d.
4.
a.
b.
c.
d.
5.
a.
b.
__________ can be defined as “the ways of living, built up by a group of human beings, that are transmitted from one
generation to another.”
Religion
Culture
Economics
Self-actualization
Suppose you have a friend from India who is a lifelong vegetarian and who does not like McDonald’s because the company
sells hamburgers in many countries (although not in India). Which of the following describes your friend:
“vegetarianism” represents a value; “dislike McDonald’s” represents an attitude
“vegetarianism” represents an attitude; “dislike McDonald’s” represents a value
“vegetarianism” and “dislike McDonald’s” both represent attitudes
“vegetarianism” and “dislike McDonald’s” both represent values
A real estate developer who wanted open a factory mall in Europe had to change the wording in his proposal to "designer
outlet" because officials wanted to know where the "factory" would be. This episode shows the importance of:
syntax
morphology
semantics
phonology
When the Coca-Cola Company was developing its new Dasani bottled water brand, linguists helped guide the naming process.
For example, the recurring "a" was chosen because it has a soothing sound. In linguistics, issues pertaining to letters and sounds
are a matter of:
syntax
semantics
morphology
phonology
When Canon was developing a brand name for its tiny Elph camera, the distinctive ph spelling was intended to draw a
connection between the cameras and the word photography while the name itself was intended to evoke the image of a tiny
pixie-like creature. These considerations are associated which aspects of linguistics:
phonology and semantics
syntax and semantics
MKTG 680-01, Spring 2006, Exam I Review Questions -- Page 2 of 12
c.
d.
semantics and morphology
morphology and syntax
6.
During a presentation in Latin America, a U.S. salesperson was covering material in an orderly, “Point One, Point Two”
fashion. The potential client’s responses seemed to go in loops and spirals rather than in a linear fashion. What aspect of verbal
communication is at issue here:
semantics
phasing
sequencing
syntax
a.
b.
c.
d.
7.
a.
b.
c.
d.
8.
____________ is a phrase used to describe a country or regional culture where a business deal depends more on person's word
than on formal paperwork or a legally-binding contract.
Low-context
High-context
Cultural universal
Self-reference criterion
a.
b.
c.
d.
U.S. Corp. established a joint venture with RussProm, a Russian aerospace concern. The U.S. partner relied on teams of lawyers
to pursue due diligence and ensure that every eventuality was covered by contracts. RussProm managers found all this
confusing, and were more interested in building personal relationships and mutual trust. Which of the following best explains
the situation:
U.S. culture is high-context, Russia's is low context
the U.S. and Russia are both low-context cultures
the U.S. and Russia are both high-context cultures
U.S. culture is low-context, Russia's is high context
9.
a.
b.
c.
d.
Which of the following is not true about the music industry in India:
Local artists sing predominantly in English.
American pop music accounts for only about 5% of recorded music sales.
Consumption of Western pop music is mostly confined to the largest cities.
Music shops in rural areas stock recordings by Western artists in order to cater to the tourist trade.
10.
a.
b.
c.
d.
Which of the following most accurately contrasts nations in terms of individualist versus collectivist cultures:
The U.S. is a collectivist culture, while Japan is an individualistic culture.
The U.S. is an individualist culture, while Japan is a collectivist culture.
The U.S. and Japan are both individualist cultures
The U.S. and Japan are both collectivist cultures
11. According to recent research on the relevance of Hofstede's social values framework to global marketing, consumers in
countries ranking high on the individualism dimension respond well to:
a. functional brand images
b. social brand images
c. none of the above
d. all of the above
e. sensory brand images
12.
a.
b.
c.
d.
e.
According to diffusion theory, which of the following is the first step in the adoption process:
adoption
trial
awareness
interest
evaluation
13. A few years ago, Philips Electronics developed a new consumer electronics product called the Digital Compact Cassette player.
DCC did more than allow users to record and playback in a new digital format; DCC was also designed to play the older, analog
cassette tapes that many people own. However, die-hard audio buffs were the only ones to buy DCC and Philips ultimately
discontinued the product. Which of the following statements based on adopter categories describes this:
a. early adopters bought, but innovators didn’t
b. innovators bought, but early adopters didn’t
c. innovators bought, and everyone else was a laggard
d. early majority bought, but late majority didn’t
e. DCC was a laggard
MKTG 680-01, Spring 2006, Exam I Review Questions -- Page 3 of 12
14. An entrepreneur who opened a Western-style coffee bar in Hong Kong generated additional traffic by selling tea; regular teadrinking patrons eventually "moved up" to coffee. Which characteristic of innovations was the entrepreneur using:
a. compatibility
b. relative advantage
c. communicability
d. complexity
e. divisibility
15.
a.
b.
c.
d.
e.
Which of the following is true about the innovation diffusion process in Asia:
Japan has a high-context culture with a relatively homogeneous population.
Because risk avoidance is a cultural value, there are fewer innovators in Asia than in the United States.
Once innovators in Asia have tried a product, early adopters and the early majority quickly follow suit.
After a new product has achieved success in one Asian market, it is likely to be adopted in other Asian markets at an even faster
rate.
all of the above are true
Chapter 5 – Legal and Regulatory Environments
1.
a.
b.
c.
d.
The trend towards privatization in many parts of the world is a reflection of changes in which environment:
social and cultural
economic and political
scientific and technological
physical and natural
2.
a.
b.
c.
d.
e.
By definition, _________ is the potential for a change in a country's political environment or government policy that could
adversely affect a global company's operations.
political culture
political risk
nationalization
sovereignty
jurisdiction
3.
a.
b.
c.
d.
e.
Which of the following is NOT an institution for arbitrating trade disputes:
American Arbitration Association
UN Conference on International Trade Law
International Chamber of Commerce
European Court of Justice
International Court of Justice
4.
c.
d.
In West Africa, Burkina Faso, the Ivory Coast and Senegal are former French colonies, while Nigeria, Sierra Leone, and Ghana
are former British colonies. Based on this information, which of the following would be correct:
Burkina Faso, the Ivory Coast and Senegal are civil-code countries, while Nigeria, Sierra Leone, and Ghana are common law
countries.
Burkina Faso, the Ivory Coast and Senegal are common law countries, while Nigeria, Sierra Leone, and Ghana are civil-code
countries.
All the West African nations mentioned above are likely to be civil-code countries.
All the West African nations mentioned above are likely to be common law countries.
5.
a.
b.
c.
d.
Which of the following statements about civil-code law is incorrect:
code law's origins can be traced back to Rome
most countries have legal systems based on civil-code traditions
past legal rulings are the basis of civil-code law
Central European countries are developing "pure" legal systems based on code law
6.
a.
b.
c.
d.
In many parts of the world, sales of unauthorized videos of Hollywood movies cost the movie studios billions of dollars. When
illegal copies of movies are made, what form of intellectual property has been wrongly appropriated:
patent
copyright
trademark
trade secrets
7.
a.
Which of the following would constitute a copyright violation:
Manufacturing and selling illegal copies of Levi “501” jeans.
a.
b.
MKTG 680-01, Spring 2006, Exam I Review Questions -- Page 4 of 12
b.
c.
d.
Both a and b are copyright violations.
Neither a nor b is a copyright violation.
Manufacturing and selling illegal videocassette copies of “Spiderman 2.”
8.
a.
b.
c.
d.
Harley-Davidson has applied for federal protection of an unusual form of intellectual property: The "soul- pleasing rumble"
produced by its motorcycles. What type of protection is Harley seeking:
trademark
copyright
license
patent
9.
a.
b.
c.
d.
Only Sony can use the "Walkman" name on its line of personal stereos. This is because:
Sony has a patent on the Walkman.
"Walkman" is a registered Sony trademark.
Sony has copyrighted the Walkman name.
Sony's trade secrets are protected by international law.
10.
a.
b.
c.
d.
Which of the following is true about revised U.S. patent laws:
patents are valid for 17 years after the patent is granted
patents are valid for 17 years after the patent is filed
patents are valid for 20 years after the patent is granted
patents are valid for 20 years after the filing date of the application.
11.
a.
b.
c.
d.
e.
Which company ranked number one in terms of the number of patents received in the United States.
Canon
Samsung Electronics
IBM
Sony
Motorola
12. As part of their alliance relationship, Northwest Airlines and KLM Royal Dutch set air fare prices jointly and coordinate flight
schedules. Normally, such behavior would be considered harmful to competition, but the U.S. government has granted the two
airlines special exemptions from laws concerning:
a. intellectual property
b. antitrust
c. jurisdiction
d. licensing
e. arbitration
13. A proposed merger between two Swiss-based global pharmaceutical companies, Ciba-Geigy AG and Sandoz AG, would be
subject to review by regulators from which of the following:
a. European Commission antitrust
b. UN Conference on International Trade Law
c. International Chamber of Commerce
d. International Court of Justice
e. none of the above
14. Which of the following statements best describes the relationship between EU law and national laws of individual European
nations:
a. National laws generally supersede EU laws
b. All national laws are lax compared to EU laws
c. The relationship was codified by the Paris Union
d. EU law generally supersedes national laws
15.
a.
b.
c.
d.
A recent trademark dispute concerning the rights to the name "Budweiser" pitted Anheuser-Busch against a brewery in:
Poland
Russia
Czech Republic
Hungry
MKTG 680-01, Spring 2006, Exam I Review Questions -- Page 5 of 12
Chapter 6 – Global Information Systems and Marketing Research
1.
a.
b.
c.
d.
The purpose of _____________ is to provide continuous flow of information about company operations.
observation
focus groups
market research
management information systems
2.
a.
b.
c.
d.
e.
A(n) ____________ is a company's private data network, accessible only by authorized persons inside the organization.
electronic data interchange (EDI)
internet
intranet
EPOS
EDI
3.
a.
b.
c.
d.
According to our text, which of the following has helped Wal-Mart achieve leadership in discount retailing:
superior political risk analysis skills
a sophisticated EDI system
superior implementation of the SRC concept
a deeply-engrained ethnocentric orientation
4.
a.
b.
c.
d.
Deutsch Werke GmbH is a German company whose scanning subject agenda covers balance of payments and inflation data for
each country market in which it does business. To which category should these topics be assigned:
market potential
competitor information
foreign exchange
prescriptive information
5.
a.
b.
c.
d.
e.
Anyone undertaking a market research project should understand that the first step is:
setting the budget
determining the methodology to use
deciding who will see the final report
defining the problem
determining the information requirement
6.
Market research firms are discovering that global clients want more than mere descriptions of what is happening in the
marketplace, they want explanations of why it is happening. This suggests an increased emphasis on:
quantitative data
qualitative data
probability samples
convenience samples
MIS
a.
b.
c.
d.
e.
7.
a.
b.
c.
d.
e.
In the mid-1990s, Sony mounted its third official attempt to launch its MiniDisc recorder/player in the U.S. A Sony executive
noted, "This time around, we've done our homework, and we've found out what's in consumers' heads." This remark suggests
the importance of:
a point-of sale MIS system
quantitative data
secondary data
qualitative data
probability samples
8.
a.
b.
c.
d.
e.
Researchers studying global markets have found that qualitative techniques are well suited to which of the following tasks:
getting close to the consumer
describing cultural and religious factors that impact the consumer decision making process
assessing the equity of core brands
identifying what consumers really feel
all of the above
9.
Latent and incipent are two terms that researchers can use to describe markets in any part of the world. Which of the following
is true:
Latent and incipient are synonyms.
Latent means "lying hidden and unrevealed"; incipient means "just beginning to come into existence."
a.
b.
MKTG 680-01, Spring 2006, Exam I Review Questions -- Page 6 of 12
c.
d.
Latent means "just beginning to come into existence"; incipient means "lying hidden and unrevealed."
none of the above is true
10.
a.
b.
c.
d.
_____ is a research design that calls for recording what occurs in an actual retail purchase situation.
Secondary data collection
Survey research
Observation
A focus group
11. Suppose Nokia has collected extensive survey data about its new N-Gage cell phone/game player. Respondents have rated NGage in terms of thirty specific features and benefits. Now researchers want to reduce the amount of data to a few underlying
dimensions. Which data analysis technique should the researchers use:
a. conjoint analysis
b. factor analysis
c. multidimensional scaling
d. analogy
12. __________ is a data analysis technique that seeks to determine the relative importance consumers attach to a brand’s or
product’s salient attributes.
a. Conjoint analysis
b. Factor analysis
c. Multidimensional scaling
d. Analogy
13. After George Fisher became CEO of Kodak, he was shocked to learn that Kodak's share of the color film market in Japan was
only 7%. In most countries, Kodak has a 40% market share; therefore, Fisher believes Kodak's share in Japan should be 40%
also. What type of market analysis is Fisher applying:
a. demand pattern analysis
b. income elasticity analysis
c. comparative analysis
d. time-series displacement
14.
a.
b.
c.
d.
Which of the following is true about etic and emic approaches to country analysis:
The etic and emic approaches are identical.
An emic approach studies a culture from within; etic analysis is "from the outside."
An emic approach studies a culture "from the outside"; etic analysis studies a culture from within.
The emic/etic distinction is not useful in cultural studies.
15. A market research study of soft drink consumption and distribution in Hungary commissioned by an American company
indicated that soft drinks were available in drugstores. However, Western-style drugstores do not exist in Hungary. This
illustrates an important issue in global marketing research, namely:
a. inflated data
b. using convenience samples
c. market estimation by analogy
d. comparability of data
Chapter 7 – Global Segmentation, Targeting, and Positioning
1.
a.
b.
c.
d.
When identifying global market segments, a fundamental guiding principle should be the need to determine:
shared demographic characteristics
similar languages
similar needs and buying behavior
similar ethnic backgrounds
2.
a.
b.
c.
d.
Global marketing authority Theodore Levitt has noted that many ethnic and regional foods—sushi, for example—are enjoying
popularity in many countries of the world. This observation is known as:
the pluralization of consumption
the ethnicitization of consumption
the democratization of consumption
the sophistication of consumption
3.
a.
Income and population are two variables that can be used in which type of segmentation:
psychographic
MKTG 680-01, Spring 2006, Exam I Review Questions -- Page 7 of 12
b.
c.
d.
demographic
ethnic
behavioral
4.
a.
b.
c.
d.
A global company can potentially reach 75 percent of world income by targeting consumers in:
China
North America
India
the Triad
5.
a.
b.
c.
d.
__________ segmentation involves grouping people in terms of their attitudes, values, and lifestyles.
demographic
benefit
psychographic
behavioral
6.
A marketing manager for the Mars candy company is studying a single-country psychographic profile that includes segment
labels such as "Cossacks" and "kuptsy." What country does the survey cover:
Russia
India
Japan
China
Vietnam
a.
b.
c.
d.
e.
7.
a.
b.
c.
d.
e.
B.A.T Industries PLC exports 8 billion cigarettes each year to China, where smokers consume one-third of all cigarettes sold
worldwide each year. As described here, B.A.T's focus on China reflects which type of segmentation:
demographic
behavioral
psychographic
occupational
benefit
8.
a.
b.
c.
d.
e.
Usage rates and user status are important criteria for which segmentation variable:
demographic
occupational
psychographic
behavioral
benefit
9.
Land Rover markets a luxury model, the Range Rover, the mid-priced Discovery, and, at the lower end, the Freelander. What
target market strategy is Land Rover utilizing:
standardized global marketing
concentrated global marketing
differentiated global marketing
psychographic global marketing
a.
b.
c.
d.
10. Geneva-based Franck Muller Watchland is a Swiss watchmaker that focuses exclusively on the luxury watch niche. Which
target market strategy does this illustrate:
a. concentrated global marketing
b. standardized global marketing
c. differentiated global marketing
d. psychographic global marketing
11.
a.
b.
c.
d.
The concept of niche marketing is most closely related to which of the following:
psychographic global marketing
concentrated global marketing
differentiated global marketing
standardized global marketing
12. For years, ads for Volvo automobiles stressed safety features and protection in the event of a crash. Thus, Volvo automobiles
developed a reputation based on which positioning strategy:
a. attribute/benefit
b. use
c. product category
MKTG 680-01, Spring 2006, Exam I Review Questions -- Page 8 of 12
d.
companion products
13.
a.
b.
c.
d.
Ads for Mack Trucks that emphasize the fuel-efficiency of the company's diesel engines represent which type of positioning:
high-touch
use/user
quality/price
attribute/benefit
14. Some of Body Shop's recent advertising has emphasized the difference between the company's principles and those of
"mainstream" cosmetics companies on such issues as animal testing. As described here, Body Shop's ads illustrate positioning
by _____________.
a. competition
b. niche
c. quality/price
d. attribute/benefit
15.
a.
b.
c.
d.
Ads for Belvedere vodka that emphasize Poland's heritage as a distiller illustrate the concept of:
local consumer culture positioning
foreign consumer culture positioning
global consumer culture positioning
high-tech consumer culture positioning
Chapter 15 – Strategic Elements of Competitive Advantage
1.
a.
b.
c.
d.
e.
Which of the following is not identified by Porter as one of the eight possible types of barriers to entry in an industry:
switching costs
economies of scale
product differentiation
loose bricks
access to distribution channels
2.
a.
b.
c.
d.
e.
A sales representative for Apple Computer hopes to sell 1,000 G5 Titanium laptop computers to WorldCorp. WorldCorp's
purchasing agent replies that her company has too much money invested in software for Windows-based computers. As
described here, WorldCorp.'s objection is based on:
economies of scale
switching costs
loose bricks
product differentiation
access to distribution channels
3.
a.
b.
c.
d.
e.
Which barrier to entry is based on high production volumes that result in low overall costs compared to competitors:
switching costs
supplier power
economies of scale
buyer power
government policy
4.
a.
b.
c.
d.
Before being acquired by Ford, Jaguar produced so few cars that it couldn't get volume discounts from components suppliers.
Jaguar managers sometimes could not even determine the "fair" price for a particular part. In terms of Porter's competitive
forces framework, Jaguar's strategic disadvantage stemmed from low:
buyer power
supplier power
threat of new entrants
threat of substitute products
5.
a.
b.
c.
d.
When a firm matches its distinctive competences to factors critical to industry success, it achieves:
parity in its industry
a market foundation
competitive advantage
industrial alliance
6.
a.
Porter's four generic strategies for achieving competitive advantage are:
price determination, cost leadership, product differentiation, distribution savings
MKTG 680-01, Spring 2006, Exam I Review Questions -- Page 9 of 12
b.
c.
d.
cost leadership, differentiation, cost challenger, product challenger
price leadership, differentiation, price challenger, cost differentiation
cost leadership, differentiation, cost focus, focused differentiation
7.
Gillette markets its flagship MACH3 razor in more than 100 countries around the world. The MACH3 is available virtually
everywhere that consumers shop for personal-care products; because of its advanced 3-blade design, the MACH3 typically costs
more than other wet-shaving systems. Which generic strategy is evident in Gillette's global marketing effort of MACH3.
cost leadership
differentiation
cost focus
focused differentiation
a.
b.
c.
d.
8.
a.
b.
c.
d.
9.
a.
b.
c.
d.
As discussed in Chapter 15, Germany's Mittelstand and American producers of high-end audio equipment both utilize the same
generic strategy, namely_____________
cost leadership
differentiation
cost focus
focused differentiation
Which of the following generic strategies best captures the way Harley-Davidson has achieved competitive advantage in the
global motorcycle industry:
cost leadership
differentiation
focused differentiation
cost focus
10. Iridium Satellite LLC offers satellite Internet service with global coverage to customers who operate in remote areas not served
by other connections. Which generic strategy does this illustrate:
a. cost leadership
b. differentiation
c. cost focus
d. focused differentiation
11. An approach to competitive advantage that takes exploits weaknesses in competitors' narrow-focus strategies is called a
___________ strategy.
a. loose bricks
b. collaboration
c. layers of advantage
d. supplier power
e. generic
12. In the 1960s, Honda took advantage of Harley-Davidson's focus on the heavyweight segment of the motorcycle market by
offering smaller models and, eventually, larger ones. According to the strategic intent model, Honda was using a
_____________ strategy.
a. collaboration
b. layers of advantage
c. loose bricks
d. generic
13.
a.
b.
c.
d.
Which of the following strategy models views strategy in terms of an escalation and acceleration of competitive forces:
five forces model
generic strategies
strategic intent
hypercompetition
14. The __________ framework was developed by Professor Richard D'Aveni to describe a business environment in which no
form of competitive advantage can be sustained for long because of escalating and accelerating competitive forces.
a. hypercompetition
b. five forces model
c. generic strategies
d. strategic intent
MKTG 680-01, Spring 2006, Exam I Review Questions -- Page 10 of 12
15. In the late 1980s, Gillette spent hundreds of millions of dollars developing the Sensor razor. Following Sensor's successful
launch, Gillette immediately began working on the next-generation SensorExcel. At the end of the 1990s, Gillette rolled out the
new MACH3 shaving system. As described here, Gillette is engaging in _________________ behavior.
a. cost focus
b. hypercompetitive
c. "double diamond"
d. flagship firm
Chapter 17 – The Digital Revolution and the Global Electronic Marketplace
1.
a.
b.
c.
d.
Barry Diller is CEO of which company:
Dell
InterActiveCorp
Hewlitt-Packard
IBM
2.
a.
b.
c.
d.
Steve Jobs and Steve Wozniak:
created the “network of networks” now known as the Internet.
invented the silicon chip.
are the founders of Apple Computer.
created spreadsheet software that boosted the fledging PC industry in the late 1970s.
3.
a.
b.
c.
d.
“Small markets don’t solve the growth needs of large companies” and “markets that don’t exist can’t be analyzed” are two
principles of disruptive innovation. These principles are integral to:
the five forces model
the flagship model
strategic intent
the innovator’s dilemma
4.
a.
b.
c.
d.
Which of the following best describes Apple Computer’s iTunes Music Store at the time of its launch in 2003:
domestic audience/information and support services
domestic audience/transactions
global audience/ information and support services
global audience/ transactions
5.
a.
b.
c.
d.
Which of the following best describes the Web site for Godin Guitars:
domestic audience/information and support services
domestic audience/transactions
global audience/ information and support services
global audience/ transactions
6.
a.
b.
c.
d.
As noted in Chapter 15, Unilever is using the Internet to:
allow consumers to watch digitized versions of television ads on their PCs
distribute coupons to consumers
sponsor sweepstakes on a global basis
archive its TV ads so local country managers can incorporate existing footage in ads
7.
a.
b.
c.
d.
e.
Which of the follow is a critical issue for a company whose management intends to engage in e-commerce:
privacy
credit card fraud in developing countries
ensuring that logos and other brand identity elements are consistent with local preferences
ensuring a company’s ASCII system supports a particular language
all of the above
8.
a.
b.
c.
d.
e.
Which of the following constitutes a major threat to Microsoft:
convergence
open source software
Bluetooth
short message service (SMS)
voice over Internet Protocol (VoIP)
9.
a.
Which of the following is not a product or service offered by Microsoft:
operating systems (OS)
MKTG 680-01, Spring 2006, Exam I Review Questions -- Page 11 of 12
b.
c.
d.
e.
software applications
Web browser
digital media player
open source software
10.
a.
b.
c.
d.
________ -commerce is one of the significant marketing opportunities made possible by the digital revolution.
Multinational
Mobile
Multisegment
Marginal-cost
11.
a.
b.
c.
d.
e.
Which of the following is one of Clayton Christensen’s principles of disruptive innovation:
Companies depend on customers for resources.
Small markets don’t satisfy the growth needs of large companies.
Markets that don’t exist can’t be analyzed.
Technology supply may not equal market demand.
all of the above
12.
a.
b.
c.
d.
e.
Which of the follow principles of disruptive innovation pertains to the notion of agnostic marketing:
Companies depend on customers for resources.
Small markets don’t satisfy the growth needs of large companies.
Markets that don’t exist can’t be analyzed.
Technology supply may not equal market demand.
A company’s capabilities define its weaknesses.
Answer Key
Chapters Æ
Question # ↓
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
3
4
5
6
7
15
17
C
B
D
B
A
E
B
D
A
B
C
A
----
B
A
C
D
A
C
B
D
A
B
E
C
B
A
E
B
A
E
A
C
B
D
A
B
D
C
B
A
D
C
D
C
B
C
E
B
D
E
B
C
B
A
C
B
D
C
A
B
D
C
A
B
D
C
A
B
A
D
A
B
D
B
C
A
C
D
B
D
C
D
A
C
D
A
B
B
C
D
B
C
A
E
B
E
B
E
C
----
MKTG 680-01, Spring 2006, Exam I Review Questions -- Page 12 of 12