Exam 16: Marketing in the Global Firm

The strength of a global brand is best measured by its brand equity.

Varying income levels among nations usually necessitate that firms make price adjustments and product modifications for individual markets.

Locating manufacturing in countries with low-cost labor enables a firm to ________.

Which of the following questions would be the most important to evaluate before setting a price for the lounge chairs exported to England?

Gray marketers are ________.

In a short essay, explain why consumers prefer global brands. What are some of the important characteristics of the most successful global brands?

International advertising expenditures vary depending on the size and extent of a firm's foreign operations.

Incremental pricing refers to setting prices to cover only the firm's variable costs, but not its fixed costs.

When managers attempt to standardize their international marketing program, they can expect ________.

A standardized marketing approach is appropriate when customers seek similar features in the product or service.

How does culture affect international advertising campaigns? Provide an example of an international advertising campaign which was unsuccessful owing to cultural differences.

Most MNEs employ advertising agencies to create promotional content and select media for foreign markets.

Manufacturers of branded products are concerned about gray market activity because it can lead to ________.

Which of the following is true with regard to global advertising agencies?

Consumers prefer globally branded products because branding provides a sense of trust and confidence in their purchasing.

________ refers to the number of distributors or other intermediaries that it takes to get the product from the manufacturer to the market.

In international business, marketing is concerned with identifying, measuring, and responding to market opportunities abroad

A ________ is a group of managers within a firm that determines which elements of the product will be standardized and which will be adapted locally.

Before developing a print media campaign, which of the following must the marketing department of Quik-Vac determine about the company's target market?

Buyer receptiveness differs as a function of ________.