Question 1

Even though Exxon adapts its gasoline blends for different countries based on climate,the promotion message is unchanged.The wording of that slogan is "__________."

Accepted Answer

A) Put a tiger in your tank 
B) Put the pedal to the metal 
C) Buy American-refined fuel 
D) Keep America working 
E) Power in the Pistons

Question 2

Global marketing is also affected by economic considerations.Identify the three steps that should be performed when scanning the global marketplace.

Accepted Answer

The answer of Global marketing is also affected by economic...

Question 3

Around the world,middle-class,youth,and elite markets consume similar assortments of products and services,regardless of geographic location,are referred to as

Accepted Answer

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

Question 4

Once a company has decided to enter the global marketplace,it must select a means of market entry.Four general options exist: (1)exporting; (2)licensing; (3)joint venture; and (4)__________.

Accepted Answer

A) franchising 
B) microfinancing 
C) unilateral venture 
D) cooperative 
E) direct investment

Question 5

Generally,as the proportion of middle-income households in a country __________,the __________ a nation's purchasing power.

Accepted Answer

A) increases; greater 
B) increases; less 
C) decreases; greater 
D) levels off; greater 
E) There is no relationship between middle-income households and the nation's purchasing power.

Question 6

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

Accepted Answer

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 stores in selected retailers in India. 
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 7

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

Accepted Answer

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

Question 8

Frito-Lay produces and markets potato chips in Russia that have seafood flavor.This is an example of which type of global marketing product/promotion strategy?

Accepted Answer

A) product integration 
B) product invention 
C) product adaptation 
D) product customization 
E) product extension

Question 9

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

Accepted Answer

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

Question 10

Protectionism refers to

Accepted Answer

A) the practice of purchasing products exclusively from a domestic market in order to shore up a nation's economy. 
B) the use of tariffs,quotas,and boycotts with the express intention of putting foreign competitors out of business. 
C) the practice of shielding one or more sectors of a country's economy from foreign competition through the use of tariffs or quotas. 
D) a form of domestic imperialism that holds that only those products manufactured within one's home nation are of sufficient quality to warrant purchase. 
E) the practice of purchasing products exclusively from a foreign developing country in order to develop its industries and economic infrastructure.

Question 11

Once a company has decided to enter the global marketplace,it must select a means of market entry.Four general options exist: (1)exporting; (2)licensing; (3)__________; and (4)direct investment.

Accepted Answer

A) franchising 
B) cooperative 
C) multiparty initiative 
D) mutual investment 
E) joint venture

Question 12

Both Honda and Toyota have plants in the United States that use American labor.This example is an illustration of Honda and Toyota practicing

Accepted Answer

A) direct exporting. 
B) direct investment. 
C) joint venture. 
D) licensing. 
E) indirect exporting.

Question 13

A country's communication,transportation,financial,and distribution systems are considered to be its

Accepted Answer

A) capital improvements. 
B) fixed-asset base. 
C) economic infrastructure. 
D) geopolitical wealth. 
E) asset wealth.

Question 14

KFC in Japan altered the sweetness of its coleslaw to appeal to Japanese tastes.This is an example of which type of global marketing product/promotion strategy?

Accepted Answer

A) product extension 
B) product customization 
C) product adaptation 
D) product invention 
E) product integration

Question 15

Generally,as the proportion of middle-income households in a country __________,the nation's purchasing power increases.

Accepted Answer

A) decreases 
B) increases 
C) levels off 
D) reaches 33 percent of the total population 
E) reaches 50 percent of the total population

Question 16

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 a(n)__________ marketing strategy.

Accepted Answer

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

Question 17

Thirteen- to nineteen-year-olds in Europe,North America,South America,and the industrialized nations of Asia

Accepted Answer

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 some very different appreciation of fashions and music. 
E) are more and more influenced by Asian culture than European culture.

Question 18

The Japanese manufacture tractors for rice paddies.They are smaller than most U.S.tractors and perfect for a weekend farmer who wants to tend to a small garden.The tractors are not sold in the United States through any authorized channels,yet they are available in the U.S.at prices below the manufacturer's suggested retail price.What is the term for how these tractors are being sold?

Accepted Answer

A) the gray market 
B) under the counter 
C) over the counter 
D) bypassed global channels 
E) breaking the distribution monopoly

Question 19

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

Accepted Answer

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

Question 20

Disney employed a(n)__________ 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.

Accepted Answer

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

Exam 6: Understanding and Reaching Global Consumers and Markets