Deck 6: Understanding and Reaching Global Consumers and Markets

Question 1

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 towards initiating international tariffs and quota systems.
C)a decrease in most countries' GDPs and a renewal of nationalism.
D)the emergence of networked global marketspace.
E)an increase in most countries' GDPs coupled with an increased degree of consumer ethnocentrism.

Answer 1

D

Question 2

Beginning January 1, 2005, China lifted the import quotas and lowered tariffs on automobiles. This removal of the 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.Protectionism is the practice of shielding one or more sectors of a country's economy from foreign competition through the use of tariffs or quotas. By removing the quotas and lowering tariffs, China is reducing protectionism of the automobile industry in China.

Answer 2

D

Question 3

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

Answer 3

D

Question 4

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 5

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 towards initiating international tariffs and quota systems.
C)a decrease in most countries' GDPs and a renewal of nationalism.
D)the growing prevalence of economic espionage.
E)an increase in most countries' GDPs coupled with an increased degree of consumer ethnocentrism.

Question 6

The argument for protectionism is that it

A)protects a nation's political security.
B)encourages economic reliance on foreign countries.
C)inhibits the development of domestic industries.
D)creates opportunities for the outsourcing of domestic jobs.
E)creates a more favorable environment for a global economy.

Question 7

Protectionism refers to

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.Key term definition - protectionism.

Question 8

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 provide preferential treatment for member nations.
E)Pan-European marketing strategies are possible due to greater uniformity in packaging standards.

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

Question 10

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.Dell's global initiative is bold in its departure from prior product development practices and change to its sales and distribution strategy. It is now designing products to meet the specific needs of emerging country customers. Moreover, Dell opened shop-within-a-shop in selected retailers and 60 exclusive Dell stores in India by 2013. Other initiatives included a new advertising campaign that featured Indian entrepreneurs endorsing its products.

Question 11

Recently, the United States imposed a 35% tariff on Chinese tire imports in hopes of sustaining U.S. jobs in tire manufacturing. This addition of tariffs is an example of

A)imposing the rule of eminent domain.
B)increasing ethnocentrism.
C)enhancing domestic imperialism.
D)increasing protectionism.
E)slowing countertradE.Protectionism is the practice of shielding one or more sectors of a country's economy from foreign competition through the use of tariffs or quotas. By adding the tariff, the United States is adding a protectionism measure for the U.S. tire industry.

Question 12

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 towards initiating international tariffs and quota systems.
D)a decrease in most countries' GDPs and a renewal of nationalism.
E)an increase in most countries' GDPs coupled with an increased degree of consumer ethnocentrism.

Question 13

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 14

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 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

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

A)an increase in most countries' GDPs 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' GDPs and a renewal of nationalism.
E)a decline in economic protectionism by individual countries.

Question 17

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 18

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 19

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 20

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 mess with success.

Question 21

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 non-binding recommendations.
E)The WTO was formed by the United Nations.

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)159

Question 23

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 non-binding recommendations.
E)The WTO was formed by the major industrialized nations of the world.

Question 24

The European Union (EU) in early 2015 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 25

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 26

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 27

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 28

Russia currently has a limit on pork of 400,000 metric tons annually that can be imported from any country. This restriction would be considered a

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

Question 29

Whirlpool recently 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 30

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 non-binding recommendations.
E)The WTO was formed by the United Nations.

Question 31

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 32

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 33

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 34

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 35

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

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

Question 36

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 roughly 20 percent of the value of the product as a(n) __________.

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

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)By mid-2013, there were 159 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 non-binding recommendations.
E)The WTO was formed by the United Nations.

Question 38

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 existed in the United States) on the amount of sugar that can be brought into the nation. The business moved to Mexico because of a(n) __________ established by the U.S. government.

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

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

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 41

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 42

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 43

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 44

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

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

Question 45

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 46

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 47

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 48

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 49

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 50

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 51

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 52

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

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

Question 53

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 54

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 55

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 56

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.Global competition exists when firms originate, produce, and market their products and services worldwide. Pepsi-Cola, now available in more than 160 countries and territories, accounts for a quarter of all soft drinks sold internationally. Coca-Cola is sold in every country except Burma, North Korea, and Cuba.

Question 57

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 58

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 59

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 60

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

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

Question 61

The use of __________ as a tool for exchanging goods, services, and information on a global scale is one of the trends that has affected world trade.

A)buying centers
B)Internet technology
C)language translators
D)tariff and quota policies
E)multinational marketing strategies

Question 62

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 63

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 whether they live.
E)are often established early among European teens and they typically linger well into adulthood.

Question 64

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 65

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(n)

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

Question 66

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

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.The similarity among teens in Europe, North America, South America, and the industrialized nations of Asia is greater than their differences. A global study of middle-class teenagers' rooms in 25 industrialized countries indicated it was difficult, if not impossible, to tell where in the world the rooms are located.

Question 67

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 be more likely successful if they used a(n) __________ marketing strategy.

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

Question 68

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

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

Question 69

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 had 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 70

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 71

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 towards 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 72

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

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

Question 73

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.

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

Question 74

Global consumers refer 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 75

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 76

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

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

Question 77

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 78

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.A global brand is a brand marketed under the same name in multiple countries with similar and centrally coordinated marketing programs. Global brands have the same product formulation or service concept, deliver the same benefits to consumers, and use consistent advertising across multiple countries and cultures. Global brands are sometimes tailored to specific cultures or countries only when necessary to better connect the brand to consumers in different markets.

Question 79

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.

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

Question 80

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.