Deck 7: Understanding and Reaching Global Consumers and Markets

Question 1

A country's imports

A)stimulate the imports of other countries.
B)have no affect on its exports.
C)have no relationship with its balance of payments.
D)affect its exports and exports affect its imports.
E)over time will decrease its overall economic activity.

Answer 1

D

Question 2

Five trends in the past decade have significantly influenced the landscape of global marketing. One of them is

A)an increase in most countries' GDP coupled with an increased degree of consumer ethnocentrism.
B)a significant increase in economic protectionism and a decline in free trade.
C)a more aggressive attitude toward initiating international tariffs and quota systems.
D)a decrease in most countries' GDP and a renewal of nationalism.
E)a decline in economic protectionism by individual countries.

Answer 2

E

Question 3

Five trends in the past decade have significantly influenced the landscape of global marketing. One of them is

A)an increase in economic protectionism and a decline in free trade.
B)a more aggressive attitude toward initiating international tariffs and quota systems.
C)global competition among global companies for global customers.
D)a decrease in most countries' GDP and a renewal of nationalism.
E)an increase in most countries' GDP coupled with an increased degree of consumer ethnocentrism.

Answer 3

C

Question 4

Beginning January 1, 2005, China removed import quotas and lowered tariffs on automobiles. This removal of quotas and the lowering of tariffs is an example of

A)relaxing the rule of eminent domain.
B)reducing ethnocentrism.
C)enhancing domestic imperialism.
D)reducing protectionism.
E)enhancing countertrade.

Question 5

Tariffs refer to

A)government payments to companies or industries that primarily serve to create competitive advantage for domestic products.
B)government taxes on products or services entering a country that primarily serve to raise prices on imports.
C)a restriction placed on the amount of a product allowed to enter or leave a country.
D)a minimum requirement for the purchase between two or more nations of products or services.
E)a refusal to purchase or exchange products or services with another nation unless certain financial or ideological requirements have been satisfied.

Question 6

Five trends in the past decade have significantly influenced the landscape of global marketing. One of them is

A)the rise of economic integration and free trade among nations.
B)an increase in economic protectionism and a decline in free trade.
C)a more aggressive attitude toward initiating international tariffs and quota systems.
D)a decrease in most countries' GDP and a renewal of nationalism.
E)an increase in most countries' GDP coupled with an increased degree of consumer ethnocentrism.

Question 7

When a country's exports exceed its imports,

A)it incurs a deficit in its balance of trade.
B)the result is the trade feedback effect.
C)it will try to rebalance its overall economy.
D)it will attempt to engage in a trade war.
E)it incurs a surplus in its balance of trade.

Question 8

Protectionism leads to

A)an increase in world trade.
B)possible profits for domestic producers.
C)an increase in exports.
D)an increase in imports.
E)countertrade.

Question 9

Five trends in the past decade have significantly influenced the landscape of global marketing. One of them is

A)an increase in economic protectionism and a decline free trade.
B)a more aggressive attitude toward initiating international tariffs and quota systems.
C)a decrease in most countries' GDP and a renewal of nationalism.
D)the emergence of networked global marketspace.
E)an increase in most countries' GDP coupled with an increased degree of consumer ethnocentrism.

Question 10

Government taxes on products or services entering a country that primarily serve to raise prices on imports are referred to as

A)tariffs.
B)quotas.
C)WTO taxes.
D)foreign excise taxes.
E)trade subsidies.

Question 11

Dell established its company primarily with direct telephone- and Internet-based sales. In terms of Dell's global expansion strategy, which of the following statements is most accurate?

A)Dell sells its computers via word of mouth, which is the most powerful method for consumer electronics.
B)Dell partners with each country's largest department stores and sells its computers in the small appliance department.
C)Dell issues its own credit card through multinational banks, making it possible for customers who would not normally qualify for credit to do so.
D)Dell distributes its products through individual sales associates who reach out to customers with a first-hand experience at their doorsteps.
E)Dell maintains the exact same U.S. strategies that brought it this far because it sees no reason to change.

Question 12

Those in favor of protectionism argue that it

A)helps reduce tariffs and quotas.
B)encourages the development of domestic industries.
C)encourages economic reliance on foreign countries.
D)creates opportunities for the outsourcing of domestic jobs.
E)creates a more favorable environment for a global economy.

Question 13

The U.S. Rice Millers' Association claims that if the Japanese rice market were opened to imports by lowering __________, lower prices would save Japanese consumers $6 billion annually and the United States would gain a large share of the Japanese rice market.

A)boycotts
B)quotas
C)sanctions
D)tariffs
E)subsidies

Question 14

All nations and regions of the world do not participate equally in world trade. World trade flows reflect

A)the influences of culture and language.
B)the differences among industries, countries, and regions.
C)interdependencies among industries, countries, and regions.
D)the challenges of currency and exchange imbalances.
E)the increasing importance of services verses products.

Question 15

Why did Dell, Inc., embark on a global growth initiative?

A)U.S. sales had decreased.
B)Dell was recently purchased by Lenovo, a major Chinese competitor.
C)There was too much competition in Dell's direct-to-consumer marketing channel.
D)There were fewer restrictions in computer technology outside the United States.
E)Emerging economies offered significant growth potential.

Question 16

Which of the following issues raises concerns about the ethics of protectionism?

A)Competitive advantage grows out of continuous improvement.
B)Small firms succeed in foreign niche markets.
C)Tariffs have declined from an average of 40 percent to less than 5 percent.
D)Regional trade agreements may provide preferential treatment for member nations.
E)Pan-European marketing strategies are possible due to greater uniformity in packaging standards.

Question 17

An estimated 10 to 15 percent of world trade involves __________, the practice of using barter rather than money for making global sales.

A)cross trade
B)countertrade
C)exchange trade
D)trade feedback
E)market trading

Question 18

In what way is Dell's expansion into the global arena a departure from its prior marketing practices?

A)All Dell products were manufactured in the countries within which they were sold.
B)Dell sold its products to emerging markets using the telephone and Internet sales strategy that was so successful in the United States.
C)Dell opened shop-within-a-shop counters in selected retailers in India so shoppers could experience the products.
D)Dell sold only laptops in China, whereas it sold both desktops and laptops in India due to trade restrictions in China.
E)Dell designed and distributed the same products globally to take advantage of economies of scale.

Question 19

The practice of shielding one or more sectors of a country's economy from foreign competition through the use of tariffs or quotas is referred to as

A)domestic imperialism.
B)protectionism.
C)blocked competition.
D)import taxation.
E)trade restriction.

Question 20

The balance of trade is the

A)difference between the monetary value of a nation's exports and imports.
B)sum of the monetary value of a nation's exports and imports.
C)monetary value of a nation's exports divided by its imports.
D)surplus that occurs when nations engage in exporting.
E)difference between a country's services and goods exports.

Question 21

A restriction placed on the amount of a product allowed to enter or leave a country is referred to as a(n)

A)quota.
B)tariff.
C)GATT tax.
D)subsidy.
E)excise tax.

Question 22

There are __________ World Trade Organization countries, including the United States, which account for more than 90 percent of world trade.

A)37
B)52
C)97
D)113
E)160

Question 23

The European Union (EU) in early 2016 consisted of 28 countries with more than 500 million consumers. The EU has eliminated most barriers to the free flow of products, capital, and labor across its borders. Which of the following countries is not a member of the EU?

A)Latvia
B)Greece
C)Ireland
D)Switzerland
E)England

Question 24

The World Trade Organization (WTO) refers to

A)the world's largest banking institution responsible for establishing and maintaining equitable exchange rates for all member nations.
B)the world's largest licensing institution responsible for the certification of products distributed to a global market.
C)an institution that sets rules governing trade between its members through panels of trade experts who decide on trade disputes between members and issue binding decisions.
D)a multinational trade organization composed of the world's wealthiest nations whose primary purpose is to aid in the economic growth of developing nations.
E)a multinational trade organization comprised of the world's wealthiest nations whose primary purpose is to promote free trade economies.

Question 25

U.S. citizens pay $5 billion more annually for shoes and Japanese citizens pay $6 billion more for rice than the actual cost of the products because

A)both countries have suffered major financial crises due a severe trade imbalance.
B)both countries have imposed tariffs on imported goods to protect their domestic markets.
C)both countries have imposed limits on the quantity of these goods that can leave their respective domestic markets.
D)both products are considered essentials and as a result are more heavily taxed.
E)these products were purchased at a lower price from nations that currently are under governmental sanctions.

Question 26

Whirlpool asked the United States to impose __________ on washing machine imports made by LG Electronics and Samsung Electronics, both South Korean companies, to raise the price of these products. Whirlpool accused these companies of selling below fair market value and receiving anticompetitive export subsidies from their governments, both of which could jeopardize American jobs.

A)boycotts
B)quotas
C)sanctions
D)tariffs
E)embargoes

Question 27

An institution that sets rules governing trade between its members through a panel of trade experts who decide on trade disputes between members and issue binding decisions is referred to as the

A)League of Nations.
B)World Trade Organization (WTO).
C)Association for Commerce Equity (ACE).
D)United Nations Board of Trade (UNBT).
E)Global Better Business Bureau (BBB-G).

Question 28

The __________ imposed on imported bananas by European Union countries cost consumers $2 billion a year in higher prices.

A)boycotts
B)quotas
C)sanctions
D)subsidies
E)tariffs

Question 29

A quota refers to

A)a government tax on products or services entering a country that primarily serves to raise prices on imports.
B)government payments to companies or industries that serve to lower costs and provide a competitive advantage to domestic industries.
C)a restriction placed on the amount of a product allowed to enter or leave a country.
D)a minimum requirement for the purchase of specific products or services between two nations.
E)a refusal to purchase or exchange products or services with another nation unless certain financial or ideological requirements have been satisfied.

Question 30

Which of the following statements about the World Trade Organization (WTO) is most accurate?

A)The World Trade Organization is a temporary institution.
B)The 168 member countries of the WTO account for less than 25 percent of world trade.
C)The WTO sets rules governing trade between its members and the rest of the world.
D)The WTO uses panels of trade experts who can issue nonbinding recommendations.
E)The WTO was formed by the major industrialized nations of the world.

Question 31

Recently, the Japanese government, under pressure from its domestic farm lobby, slapped government taxes on mushrooms, leeks, and the reeds used in tatami mats that were being imported from China. These taxes Japan levied are referred to as

A)WTO taxes.
B)quotas.
C)tariffs.
D)excise taxes.
E)subsidies.

Question 32

The world's largest manufacturer of peppermint candy canes was located in Albany, Georgia, until it could no longer afford to buy the sugar needed for its operation. It moved its manufacturing business to Mexico where there are no restrictions (like those that exist in the United States) on the amount of sugar that can be brought into the nation. The business moved to Mexico because of __________ established by the U.S. government.

A)a tariff
B)a trade imbalance
C)an excise tax
D)a subsidy
E)a quota

Question 33

Which of the following statements about the World Trade Organization (WTO) is most accurate?

A)The WTO acts as an agent in trade negotiations between its members and the remainder of the world.
B)The 179 member countries of the WTO account for less than 25 percent of world trade.
C)The WTO was formed by the major industrialized nations in 1995 to address trade issues.
D)The WTO uses panels of trade experts who can issue nonbinding recommendations.
E)The WTO was formed by the United Nations.

Question 34

Which of the following statements about the World Trade Organization (WTO) is most accurate?

A)The World Trade Organization was formed in 2008 in response to the global recession.
B)The 12 member countries of the WTO account for approximately 55 percent of world trade.
C)The WTO acts as an agent in licensing negotiations between its members and the remainder of the world.
D)The WTO uses panels of trade experts who can issue binding decisions.
E)The WTO was formed by the United Nations.

Question 35

If you wanted to set up a business importing amber jewelry from Latvia to the United States, you would have to plan on paying the U.S. Customs Service a government tax of roughly 11 percent of the value of the product as

A)a bribe.
B)a tariff.
C)a subsidy.
D)an excise tax.
E)a quota.

Question 36

Which of the following statements about the World Trade Organization (WTO) is most accurate?

A)The WTO is an institution that sets rules governing trade between its members.
B)The WTO acts as an agent in trade negotiations between its members and the remainder of the world.
C)The 183 member countries of the WTO account for approximately 55 percent of world trade.
D)The WTO uses panels of trade experts who issue nonbinding recommendations.
E)The WTO was formed by the United Nations.

Question 37

Which of the following statements about the World Trade Organization (WTO) is most accurate?

A)The World Trade Organization was formed in 2008 to response to the global recession.
B)There are 160 WTO member countries, including the United States, which account for more than 90 percent of world trade.
C)The WTO sets rules governing trade between member and nonmember countries of the world.
D)The WTO uses panels of trade experts who can issue nonbinding recommendations.
E)The WTO was formed by the United Nations.

Question 38

President Bill Clinton attempted to protect American firms from foreign competition by placing a government tax on Japanese automobiles imported to the United States. President Clinton's goal was to raise the price on Japanese imports, thereby encouraging American consumers to purchase American-made automobiles. The tax the president threatened to impose is an example of a

A)boycott.
B)quota.
C)tariff.
D)sanction.
E)subsidy.

Question 39

The European Union is an economic and political union of __________ member countries that have eliminated most barriers to the free flow of products, services, capital, and labor across their borders.

A)17
B)20
C)28
D)30
E)37

Question 40

Italy currently has a limit on the number of motorcycles that can be imported from Japan. This restriction would be considered a(n)

A)tariff.
B)trade imbalance.
C)excise tax.
D)quota.
E)subsidy.

Question 41

In terms of the global marketplace, there are three primary types of companies: international firms, __________ firms, and transnational firms.

A)large-scale
B)conglomerate
C)intercontinental
D)cosmopolitan
E)multinational

Question 42

In terms of the global marketplace, there are three primary types of companies: international firms, multinational firms, and __________ firms.

A)multiethnic
B)transnational
C)multidomestic
D)ethnocentric
E)meganational

Question 43

In terms of the global marketplace, there are three primary types of companies: international firms, multinational firms, and transnational firms. The key factor that distinguishes one from another is

A)the firm's financial capacity to take risks.
B)the willingness and ability to embrace diversity and cultural differences.
C)the firm's orientation toward and strategy for global markets and marketing.
D)the relative position of the product or service in terms of its life cycle.
E)the relative size of the firm both in financial terms and in production capacity.

Question 44

To eliminate the need to continually monitor currency exchange rates, __________ of the countries in the European Union (EU) have adopted a common currency called the euro.

A)11
B)16
C)20
D)28
E)32

Question 45

A firm that views the world as consisting of unique parts and markets to each part differently is referred to as

A)a meganational firm.
B)an extranational firm.
C)an international firm.
D)a multinational firm.
E)a transnational firm.

Question 46

Pan-European marketing strategies are possible because

A)there is a legally binding code of economic conduct.
B)there are effective countermeasures for protectionism.
C)there are fewer regulatory restrictions on transportation, advertising, and promotion.
D)there is a common language advantage among EU consumers.
E)most companies within the EU are engaging in strategic global partnerships.

Question 47

A(n) __________ firm engages in trade and marketing in different countries as an extension of the marketing strategy in its home country.

A)multidomestic
B)meganational
C)international
D)multinational
E)transnational

Question 48

The EU has benefited firms in its member nations because

A)it provides a safe haven in times of world economic crises.
B)there is a common language advantage among EU consumers.
C)most companies within the EU are engaging in strategic global partnerships.
D)there is now a legally binding code of economic conduct.
E)firms do not need to market their products and services on a nation-by-nation basis.

Question 49

The North American Free Trade Agreement was designed to encourage free trade between

A)North America, Central America, and South America.
B)the United States and the European Union.
C)member countries originally from NATO (North Atlantic Treaty Organization).
D)the United States, Canada, and Mexico.
E)North America and the Commonwealth of Independent States.

Question 50

In terms of the global marketplace, there are three primary types of companies: __________ firms, multinational firms, and transnational firms.

A)worldwide
B)conglomerate
C)intercontinental
D)international
E)cosmopolitan

Question 51

The administrative, marketing, and manufacturing operations that many international firms, multinational firms, and transnational firms have around the world are often called

A)divisions.
B)outlets.
C)departments.
D)markets.
E)holding companies.

Question 52

When firms originate, produce, and market their products and services worldwide, it is referred to as

A)acculturation.
B)free trade.
C)global branding.
D)global competition.
E)transactional exchange.

Question 53

Mars, America's second-largest candy company, began doing business in Russia in the late 1980s. The Snickers bar is one of the top-selling candies in Russia and is marketed in much the same way as it is in the United States. What type of global company is Mars?

A)an international firm
B)a multidomestic firm
C)a transnational firm
D)a meganational firm
E)a multinational firm

Question 54

Global competition exists when

A)a firm produces and markets its products domestically rather than globally.
B)firms originate, produce, and market their products and services worldwide.
C)two firms from two different countries compete for market share in a single domestic market.
D)two or more firms from different nations combine their resources to market products in a single domestic market.
E)the firm from one nation dominates the market for its product in every nation.

Question 55

Coca-Cola has operations in all but three nations in the world and Pepsi-Cola is now available in more than 160 countries and territories, making the soft drink industry an example of

A)global competition.
B)acculturation.
C)free trade.
D)global branding.
E)transactional exchange.

Question 56

Generally speaking, __________ firm markets its existing products and services in other countries the same way it does in its home country.

A)a meganational
B)an international
C)a multinational
D)a transnational
E)an intranational

Question 57

The European Union (EU) has been beneficial to electronic commerce because it is no longer necessary to

A)use multiple languages when settling accounts for purchases made across borders.
B)continually monitor currency exchange rates among participating nations.
C)trade with the former Eastern European communist countries.
D)obey international e-trade regulations.
E)use the American dollar as the economic standard.

Question 58

The EU has benefited its member nations because firms do not need to market their products and services on a nation-by-nation basis; most tariffs that affect pricing practices have been removed; and

A)there is a legally binding code of economic conduct.
B)there is immunity against world recessions.
C)there are fewer regulatory restrictions on transportation, advertising, and promotion.
D)there is a common language advantage among EU consumers.
E)most companies within the EU are engaging in strategic global partnerships.

Question 59

CAFTA-DR, a comprehensive free trade agreement between Costa Rica, the Dominican Republic, El Salvador, Guatemala, Honduras, Nicaragua, and

A)the United States.
B)Panama.
C)Belize.
D)Cuba.
E)Mexico.

Question 60

To eliminate the need to continually monitor currency exchange rates, 16 of the countries in the European Union (EU) have adopted a common currency, which is called the

A)pound.
B)franc.
C)euro.
D)mark.
E)dollar.

Question 61

A(n) __________ firm views the world as one market and emphasizes cultural similarities across countries or universal consumer needs and wants more than differences.

A)transcontinental
B)multidomestic
C)international
D)multinational
E)transnational

Question 62

Companies that use __________ marketing strategy have as many different product variations, brand names, and advertising programs as countries in which they do business.

A)an ethnocentric
B)a multidomestic
C)a transnational
D)a global
E)an international

Question 63

A global brand refers to

A)two or more domestic products that coincidentally share the same brand name but represent two completely unrelated products.
B)two or more international products that coincidentally share the same brand name but represent two completely unrelated products.
C)a brand marketed under the same name in multiple countries with similar and centrally coordinated marketing programs.
D)a brand that is essentially the same but that has minor adaptations made to meet the more specific needs of different nations.
E)a brand marketed under different names in multiple countries with similar and centrally coordinated marketing programs.

Question 64

Lever Europe, a division of Unilever, markets its Snuggle fabric softener in the United States. But in 10 European countries, it uses seven brand names, including Kuschelweich in German, Coccolino in Italy, and Mimosin in France. These products also have different packages, different advertising programs, and occasionally different formulas. From this information, we can assume that Lever Europe uses __________ marketing strategy.

A)an ethnocentric
B)a transnational
C)a global
D)an international
E)a multidomestic

Question 65

Based on a study of 6,500 teens in 26 countries, when asked what country had the most influence on their attitudes and purchase behavior, 54 percent of teens from the United States, 87 percent of those from Latin America, 80 percent of the Europeans, and 80 percent of those from Asia named

A)the United States.
B)Japan.
C)the United Kingdom.
D)France.
E)China.

Question 66

Disney employed __________ marketing strategy for its Disneyland Paris, particularly when it came to the eateries in the park. These restaurants featured recipes that were revised for local tastes, alcoholic beverages (not permitted in previous parks), and increased outdoor seating.

A)a global
B)a transnational
C)a multidomestic
D)a meganational
E)an international

Question 67

Which of the following statements regarding global brands is most accurate?

A)A global brand has dispersed marketing centers, each of which is responsible for a specific region.
B)A global brand is marketed under the same name in multiple countries.
C)A global brand alters the brand name for each dialect in a geographical region.
D)A global brand delivers multiple benefits to the GDP of each country.
E)A global brand is a collaborative effort among several different transnational firms.

Question 68

In Europe, North America, South America, and the industrialized nations of Asia, those 13 to 19 years old

A)are more similar than different regarding their purchase behaviors.
B)are becoming more similar, but still differ significantly in terms of fashion and design.
C)are rebelling against the Americanization of fashion and culture.
D)have very different tastes in fashions and music.
E)are more influenced by Asian culture than European culture.

Question 69

A global brand is a brand marketed under the same name in multiple countries with similar and centrally coordinated marketing programs. However, adaptations of global brands are made

A)only if required by government regulations in the host market.
B)only in its initial introduction into a market and only until the brand is recognized.
C)by domestic competitors causing brand confusion.
D)only when necessary to better connect the brand to consumers in different markets.
E)when there is a serious drop in market share.

Question 70

Consumer groups living in many countries or regions of the world that have similar needs or seek similar features and benefits from products or services are referred to as

A)transnational consumers.
B)meganational consumers.
C)international consumers.
D)multinational consumers.
E)global consumers.

Question 71

A multidomestic marketing strategy refers to

A)the strategy of transnational firms that employ the practice of standardizing marketing activities when there are cultural similarities and adapting them when cultures differ.
B)the strategy used by firms that use the same product variations, brand names, and advertising programs for every country in which they do business.
C)the strategy used by firms that have as many different product variations, brand names, and advertising programs as countries in which they do business.
D)the strategy of seeking out already established firms in other nations and selling them the rights to manufacture and distribute the firm's products.
E)the strategy currently used by most U.S. domestic firms that when entering a new international market, these firms offer only those products that require the least amount of product adaptation.

Question 72

Which of the following types of firms would be most likely to use a global marketing strategy?

A)multidomestic
B)multinational
C)multicountry
D)transnational
E)transborder

Question 73

Which of the following statements about global brands is most accurate?

A)A global brand has centrally coordinated marketing programs.
B)A global brand is marketed under different names but uses identical ads for all markets.
C)A global brand alters the product formulation or service for each geographical region.
D)A global brand delivers multiple benefits based on the GDP of each country.
E)A global brand is a collaborative effort among several different national firms.

Question 74

U.S. appliance manufacturers find that different customs about shopping must be used to determine local product design. For instance, people in Northern Europe shop only once a week, so they need bigger refrigerators than Southern Europeans, who shop daily. Furthermore, Northern Europeans insist that freezers should be on the top just as firmly as Southern Europeans want them on the bottom. Based on this, U.S. appliance manufacturers would more likely be successful if they used __________ marketing strategy.

A)a global
B)a multidomestic
C)a transnational
D)a meganational
E)an international

Question 75

The appreciation of fashion, music, and a desire for novelty and trendier designs and images

A)are preferences found more in American teenagers than in most other cultures around the world.
B)actually begin at age 10, but begin to decline significantly as students enter high school.
C)ironically are found more for teenagers who cannot afford to make those purchases than for those who can.
D)are preferences of teenagers around the world regardless of where they live.
E)are often established early among European teens and they typically linger well into adulthood.

Question 76

The strategy transnational firms employ that standardizes marketing activities when there are cultural similarities and adapts them when cultures differ is referred to as

A)a global marketing strategy.
B)an integrated marketing strategy.
C)a transnational marketing strategy.
D)a meganational marketing strategy.
E)an international marketing strategy.

Question 77

A brand marketed under the same name in multiple countries with similar and centrally coordinated marketing programs is referred to as

A)a transnational brand.
B)an international brand.
C)a multinational brand.
D)a global brand.
E)a meganational brand.

Question 78

A global marketing strategy refers to

A)the strategy used by multinational firms that have as many different product variations, brand names, and advertising programs as countries in which they do business.
B)the strategy of transnational firms not to employ adaptive marketing techniques when there are cultural differences, but to redirect their marketing resources toward customer education.
C)the strategy of transnational firms that employ the practice of standardizing marketing activities when there are cultural similarities and adapting them when cultures differ.
D)the global strategy of seeking out already established firms in other nations and selling them the rights to manufacture and distribute the firm's products through a host nation's local businesses.
E)the strategy currently used by most U.S. domestic firms that when entering a new international market, these firms offer only those products that require the least amount of product adaptation.

Question 79

Global consumers refers to

A)all potential consumers for any and all products or services regardless of cultural, ethnic, or national origins.
B)customers within a nation who consider the entire world a single marketplace.
C)consumer groups living in many countries or regions of the world who have similar needs or seek similar features and benefits from products or services.
D)consumer groups living in many countries or regions of the world that have similar needs but seek customized features and benefits from products or services that reflect their individual cultures.
E)multinational organizations whose products incorporate raw materials, assembly, and distribution contributions from multiple nations before they are marketed.

Question 80

Unilever markets its Snuggle fabric softener differently to different parts of the world. Unilever is __________ firm.

A)an ethnocentric
B)a multinational
C)a transnational
D)a global
E)an international