Deck 13: Marketing Internationally

Question 1

The benefits from standardization of the marketing mix are lower costs,easier control,and reduction of time in preparing the marketing plan.

Answer 1

True
Explanation: These are outlined in the text.

Question 2

Sometimes there are almost no differences between marketing domestically and marketing internationally,while at other times these differences are great.

Answer 2

True
Explanation: This is the case, one of the challenges of IM.

Question 3

Generally,the deeper the immediate market penetration desired,the greater the product modification must be.

Answer 3

True
Explanation: This is described in the text. Localization pushes penetration.

Question 4

Much of the confusion about whether or not a global firm can have global products results from the discussions about the physical product.

Question 5

Important differences between the domestic and foreign environments may make a wholesale overseas transfer of the successful domestic marketing mix impossible.

Question 6

Dissimilar cultural patterns generally necessitate changes in marketing of food and other consumer goods.

Question 7

Generally as marketers go down the economic and social strata in each country,they tend to find greater similarities among countries on social and cultural values.

Question 8

Promotion is all forms of communication between a firm and its public.

Question 9

The physical product includes the total product,brand name,accessories,after-sales service,warranty and instructions for use,company image,and package.

Question 10

According to the text,the product is the central focus of the marketing mix.

Question 11

Laws on pollution,consumer protection,and operator safety are critical as legal forces.

Question 12

Advertising is generally more effective than the other promotional mix elements.

Question 13

The great disparity in income throughout the world permits worldwide product standardization.

Question 14

International markets often differ widely because of great variations in the uncontrollable environmental forces.

Question 15

Generally,industrial products require greater adaptation than consumer products to meet the demands of the world market.

Question 16

To avoid changing the product to meet local legal requirements,manufacturers frequently design it to meet the most stringent laws,even though it is overdesigned for other markets.

Question 17

Drastic modifications in the physical product may be necessary because of two problems prevalent in the developing countries: a tendency to overload equipment and to provide slight maintenance.

Question 18

The extent of the changes in the marketing mix a firm must make when going overseas depends on the country,the political forces,and the degree of market penetration desired by management.

Question 19

The marketing of services,sometimes called intangibles,is similar to the marketing of industrial products in that these products are generally easier to market globally than consumer products.

Question 20

Luxury items such as perfume can often be sold without adaptation in many different foreign markets.

Question 21

The product is

A) the central focus of the marketing mix.
B) only a physical object.
C) the result of economies of scale.
D) the only thing the buyer wants in the international market.

Question 22

Of all the promotional mix elements,personal selling has the greatest similarities worldwide.

Question 23

Global branding is a way to proclaim that your company makes a difference.

Question 24

A middle-ground advertising strategy in which the home office and the foreign subsidiaries agree on marketing objectives is called the computerized-management approach.

Question 25

In the development of international distribution strategies marketing managers are concerned with exporting and foreign distribution.

Question 26

The international marketing manager's task is more complex than the domestic marketing manager's in part because

A) marketing strategies must be developed by assessing potential markets and analyzing alternate marketing mixes, and the environmental forces are complex.
B) there are discriminatory trade barriers in international markets.
C) international markets are geographically dispersed and require coordination.
D) marketing personnel are difficult to find in an international context.

Question 27

Much of the confusion in the ongoing discussion about whether a global firm can have global products results from the discussants not clarifying whether they are referring to the _____,_____ or _____.

A) total product; physical product; brand name
B) final; physical product; brand name
C) total; final product; brand name
D) physical product; final product; brand name

Question 28

The experience of suppliers to the youth market indicates that this market is essentially an international market segment.

Question 29

Coca-Cola launched a series of TV commercials in 1995 aimed at testing the comparative advertising laws of 30 countries.

Question 30

Generally,management prefers global product standardization because

A) There are lower costs due to longer production runs, design efficiencies, and marketing-related efficiencies-all of which lower costs.
B) They have one product for the globe, which creates simplicity of message.
C) The creative work can be on a global theme, even when localized.
D) Those at headquarters generally like standardization because they can control it.

Question 31

One of the reasons that Internet advertising is not appealing in an international setting is that most Internet users are poor and difficult to reach.

Question 32

Management would prefer global standardization of the marketing mix

A) because each market demands it.
B) for cost savings.
C) to meet local conditions.
D) because it makes the mix easily controllable.

Question 33

A basic cultural decision for the marketer is whether to position the product as foreign or local.

Question 34

Generally,consumer products require __________ adaptation than/as industrial products to meet the demands of the world market.

A) greater
B) less
C) the same amount of
D) much less, almost no

Question 35

Buyers of consumer goods usually act on the same motives the world over.

Question 36

Marketers everywhere must

A) satisfy customers' needs.
B) learn to rely on their local consultants.
C) price goods and services so that they generate revenues, regardless of the market.
D) focus on satisfying the demands of headquarters.

Question 37

When formulating product strategies,international marketing managers must remember that they are selling

A) a new product.
B) an expensive product to poor people.
C) a total product.
D) hope.

Question 38

In spite of the advantages of global standardization,many firms find it necessary to

A) use the domestic marketing mix overseas.
B) modify the present mix or develop a new one for overseas markets.
C) use different marketing mixes overseas, to save money.
D) hire local personnel to implement the standardized marketing mix.

Question 39

Recruiting salespeople in foreign countries is less difficult than recruiting them in the home country.

Question 40

The total product

A) is what marketers try to construct.
B) includes the physical product, brand name, accessories, and after-sales service.
C) includes the best of the marketing mix.
D) is the physical product minus marketing.

Question 41

The continuum from insensitive to sensitive to foreign environment begins with __________ and ends with __________.

A) basic consumer staples; high style and faddish consumer products
B) industrial products; high style and faddish consumer products
C) high style and faddish consumer products; industrial products
D) basic consumer staples; industrial products

Question 42

The need to change the color of packages when selling a product in a new market is generally a result of the influence of

A) distributive forces.
B) competitive forces.
C) political conflicts.
D) cultural differences.

Question 43

The experience of suppliers to the youth market indicates that this is an international market segment

A) like the retiree market.
B) unlike any other market.
C) like the market for consumer goods.
D) like the market for luxury goods.

Question 44

In the developing countries,there is a tendency to ____________________ industrial equipment.

A) overload and slight the maintenance of
B) overprice and overdesign
C) underprice and underdesign
D) overprice and underdesign

Question 45

Pirating a brand name involves

A) a firm's brand name being registered by another firm, which is employing it for its own product's name.
B) the name being registered in a foreign market by someone who hopes to profit by selling it back to the originating firm.
C) the name being used by a competitor in advertisements.
D) reselling the name by hackers to unsuspecting local business people.

Question 46

Manufacturers increasingly are using global and regional brands due to

A) cost, ease of transmission, brand image, and economies of scale.
B) the centralization of the marketing function.
C) the ease of supervising fewer promotion programs.
D) the demands from consumers.

Question 47

Services are generally easier to market globally than

A) consumer products.
B) industrial products.
C) luxury products.
D) basic consumer staples.

Question 48

Some say that Coca-Cola,Pepsi-Cola,and McDonald's all sell standardized products globally using standardized promotion.In reality,__________

A) only Coca-Cola does.
B) only Pepsi-Cola does.
C) only McDonald's does.
D) none of them sells a standardized product.

Question 49

Generally,as marketers go down the economic and social strata in each country,they will tend to find

A) similarities among countries in social and cultural values.
B) dissimilarities among countries in social and cultural values.
C) no significant differences in social and cultural values.
D) greater government support and thus disposable income for each succeeding lower stratum.

Question 50

The old rule of thumb of maintaining a low profile in a foreign country is

A) the best course of action for product introductions.
B) the best course of action if its prices are high.
C) not the best course of action for marketers who want to introduce their products.
D) the best course of action unless its prices are high.

Question 51

Standardized advertising is attractive because it allows for

A) economies of scale.
B) less business for advertising agencies.
C) consumer benefits.
D) the learning curve.

Question 52

According to the text,__________ are the most insensitive to the foreign environment.

A) high style products
B) faddish and consumer products
C) industrial products
D) basic consumer staples

Question 53

Of all the promotional mix elements,__________ is the one with the greatest similarities worldwide.

A) public relations
B) personal selling
C) advertising
D) sales promotion

Question 54

Buyers of __________ usually act on the same motives worldwide.

A) impulse goods
B) mass-consumption products
C) industrial products
D) low-priced products

Question 55

Promotion both influences and is influenced by the other marketing variables,so strategies can involve

A) marketing the same physical product everywhere or adapting it for local markets.
B) export sales to reduce domestic inventories.
C) hiring a local PR firm to deal with all promotion strategy development.
D) planning groups in all of the local markets that coordinate to develop a strategy.

Question 56

As explained in the text,

A) tonic water is a global physical product and a multidomestic total product.
B) chocolate is a global physical product and not a total product.
C) Nescafe is an example of a global physical product.
D) Skippy's peanut butter could never be a multidomestic product.

Question 57

Generally,__________ products require greater modification to meet local market requirements worldwide.

A) low-priced
B) maintenance
C) consumer
D) industrial

Question 58

P&G launched its new toothpaste in a __________ package in Europe because

A) gold; gold is a symbol of quality in Europe.
B) blue; blue is considered warm and feminine by the Dutch.
C) silver; it is the color of the American package.
D) green; it is the color of European environmentalists.

Question 59

Dissimilar cultural patterns generally necessitate changes in food and other

A) industrial products.
B) consumer goods.
C) luxury products.
D) basic consumer staples.

Question 60

The attraction of using the Internet as an international advertising medium

A) includes the use of common languages, two-way communication, and user profile.
B) is that new technology adds to the product benefits.
C) is the user controls when the message is received.
D) is that Internet sales far exceed average sales per square foot in major consumer goods stores.

Question 61

The factors that influence the selection of market channels include

A) the local market and product.
B) taxation policies.
C) claims made by channel pirates.
D) local legislation.

Question 62

The basic assumption of standardization

A) can be seen to contradict the basic marketing principle.
B) is that markets like consumer goods.
C) addresses the tension between need and desire.
D) operationalizes the primacy of the consumer.

Question 63

Industrial products require _________________ than do consumer products.

A) greater adaptation
B) greater segmentation
C) less adaptation
D) greater localization and distribution

Question 64

To avoid translation errors,the experienced advertising manager will use

A) a common language such as English, Mandarin, or French.
B) local translators.
C) back translation.
D) both local and home-country translators in teams.

Question 65

In the EU,selling across national markets

A) is permitted, thus allowing price competition, even within one firm.
B) is encouraged, and there are subsidies to even out the varying cost of labor.
C) is not permitted, in order to maintain national integrity.
D) must be coordinated within the firm.

Question 66

Economies of scale,which reduce costs,can be achieved through

A) standardization.
B) localization.
C) employing the learning curve.
D) careful supervision of the manufacturing process.

Question 67

Governments can force local product adaptation by enacting laws that

A) set product standards, such as noise, safety, and emissions.
B) reduce tax liability for certain products.
C) prohibit the importation of certain goods.
D) reward consumers with incentives for specified behaviors.

Question 68

When a company has established a successful domestic marketing mix

A) the temptation is to duplicate this mix when going abroad.
B) frequently the hurdles to going international are daunting.
C) they are simply waiting for the competitive forces to kick in.
D) the temptation to export excess domestic inventory is tempting.

Question 69

Standardization consists of

A) using the same marketing mix in all of the firm's markets.
B) respecting traditional, standard approaches to the marketing mix.
C) respecting international measurement and technical standards set by the UN.
D) focusing on the local markets to develop the best marketing mix for them.

Question 70

Tonic water is an example of a

A) global physical product and a multidomestic total product.
B) standardized global product.
C) standardized multidomestic product.
D) localized physical product and total product.

Question 71

The ability to ship product quickly may mean that

A) we don't need to rely on the traditional distribution structures.
B) expenditures will increase in consumer durables.
C) the process of disintermediation will be slowed down.
D) new markets will develop more quickly.

Question 72

A standardized corporate visual identity,which reduces cost,

A) is the same logo and visual representation in all markets.
B) is a way of conducting external assessment that is consistent is all firm operations.
C) ignores the needs of developing markets.
D) results in trademark infringements in many smaller markets.

Question 73

Product adaptation for a new market

A) can be any part of the product, not necessarily the physical product.
B) must be the physical product, because that is what the customer is buying.
C) is often wasted effort, since the consumer wants what is in the product's home market.
D) is exciting, because it can be a way to cajole the consumer into purchase without changing the product at all.

Question 74

Disintermediation is

A) the unraveling of traditional distribution structures.
B) a way to avoid higher taxes through transfer pricing.
C) separating markets, sometimes based on segmentation.
D) allowing orders to be placed via the Internet but delivered traditionally.

Question 75

A market's geographic characteristics

A) can greatly influence distribution.
B) no longer influence distribution, given air conditioning and refrigeration.
C) play a part in the consumer taste profile.
D) are best left to the local marketing consultants.

Question 76

A middle ground between an ad campaign that is standardized worldwide and an entirely local ad campaign is called a

A) hybrid advertising campaign.
B) programmed-management approach.
C) computerized-management approach.
D) shared-management approach.

Question 77

The basic marketing principle is that

A) marketers focus on the needs of buyers.
B) marketers' first duty is to the firm.
C) sales create revenue streams.
D) word of mouth is foundational.

Question 78

Marketers know that the product is

A) more than a physical object.
B) less than the sum of its parts.
C) replaceable if it fails in a new product introduction.
D) designed with obsolescence in mind.

Question 79

"The longer our experience at doing something,the better we get at it," is

A) the learning curve.
B) an optimistic saying in marketing.
C) a twentieth-century approach to learning.
D) the key to career development in marketing.

Question 80

Standardization is usually

A) much harder than it sounds.
B) much easier in developing markets because there is demand for advanced goods.
C) increasingly more difficult the further from the home office the market is.
D) less costly in the short run, but produces suboptimal results in the market.