Deck 18: New Directions and Challenges

Question 1

Brand information found in the center of the screen is a strong predictor of ad recognition.

Answer 1

True

Question 2

Videoconferencing is a form of interactive digital media.

Answer 2

True

Question 3

Companies that innovate across borders and across companies are referred to as metanational innovators.

Answer 3

True

Question 4

The advanced economies tend to have the most broadband subscribers.

Question 5

The trend in international marketing is to have a decentralized budgeting process.

Question 6

Sustaining growth is an example of innovation.

Question 7

Marketing innovation is the last stage in the life cycle of a product category.

Question 8

With the help of fMRI,the researcher can see what consumers are really viewing when they see an advertisement,a package design,or website.

Question 9

Death of distance is the measure of the inequality in the population and health profiles between rich and poor countries.

Question 10

Experiential innovation is the first stage in the life cycle of a product category.

Question 11

Marketing innovation makes processes for established offers in established markets more effective or efficient.

Question 12

Cocooning leads to a decrease in the sale of video games and DVDs.

Question 13

During the 2008 economic crisis,Iceland seized United Kingdom's bank funds.

Question 14

Technology makes cocooning easy.

Question 15

Structural innovation capitalizes on disruption to restructure industry relationships.

Question 16

Cultures around the globe will become more similar with respect to macro issues.

Question 17

Application innovation takes existing technologies into new markets to serve new purposes.

Question 18

Nearly all of the world population growth is now concentrated in the world's wealthiest nations.

Question 19

The trend in international marketing is to have a decentralized marketing mix.

Question 20

Virtual worlds appeal more to an older audience.

Question 21

Which of the following can inhibit globalization?

A) Transportation
B) Technology
C) Death of distance
D) Cultural clashes

Question 22

According to recent trends,which of the following is most likely to be centralized?

A) Budgeting process
B) Spending
C) Allocation
D) Marketing mix

Question 23

Which of the following was a result of the economic crisis that began in 2008?

A) Iceland seized the United Kingdom's bank funds.
B) The United States seized Icelandic bank funds.
C) Iceland was not at all affected by this crisis because of its strong banking sector.
D) The relationship between Iceland and the United Kingdom got seriously damaged.

Question 24

_____ is the measure of the inequality in the population and health profiles between rich and poor countries.

A) Cocooning
B) Demographic divide
C) Death of distance
D) Cultural gap

Question 25

Which of the following is a result of technology?

A) Demographic divide
B) Cultural clash
C) Population growth in the wealthiest nations
D) Death of distance

Question 26

Which of the following is expected at the micro level,with regard to culture?

A) Cultural clashes
B) Accountability
C) Performance expectations
D) Product preferences

Question 27

Which of the following is a disadvantage of the Internet in globalization?

A) Reduced ability in customizing for local markets
B) Increased worker mobility
C) Cost inefficiency
D) Limited market expansion

Question 28

Which of the following is true of world population?

A) The world's wealthiest nations have the highest population.
B) Growth of population in the wealthier countries is a result of increased birth rate in these countries.
C) Growth of population in the wealthier countries is a result of immigration.
D) Decrease of population in the poorer countries is a result of decreased longevity.

Question 29

Cocooning is:

A) not influenced by technology.
B) a trend that first appeared in 2001 after the terrorist attacks in the United States.
C) observed only in the United States.
D) not easy for people who engage in social exchange via social networking sites.

Question 30

Kate,an editor,does most of her work from home because she finds it unsafe to go out.She shops online,watches movies on her television,and plays video games for entertainment.This lifestyle of Kate is referred to as _____.

A) cocooning
B) westernization
C) indolence
D) teleporting

Question 31

Which of the following factors would lead a business to choose a decentralized structure?

A) Global customers who are culturally alike
B) Global customers with similar tastes
C) Global customers with similar standards of living
D) Global customers with local preferences

Question 32

_____ innovation gets a great deal of attention and has its roots in technological discontinuities.

A) Process
B) Disruptive
C) Application
D) Product

Question 33

The sale of which of the following products or services would decrease as a result of cocooning?

A) Movie tickets
B) Video games
C) DVDs
D) Meal-preparation ingredients

Question 34

Which of the following factors helps in safeguarding the earth?

A) Sustainable development
B) Urbanization
C) Growing population
D) Energy demand

Question 35

Which of the following is an/are indicator(s)of the level of technological development?

A) Passport holders
B) Broadband Internet subscribers
C) Student population
D) Unemployed population

Question 36

The concern about the world's natural resources and sustainability has led to a variety of predictions about the future.Which of the following predictions is true?

A) Governments will attempt to put less land into grain production.
B) Farming will lose its attractiveness and profitability.
C) Recycling and recovery will grow as vital business opportunities.
D) There will be less emphasis on water conservation.

Question 37

Which of the following is true of cocooning?

A) It discourages expenses like renting of DVDs and meal-preparation ingredients.
B) It promotes purchases like traveling and eating out.
C) It was more popular before the 2001 terrorist attacks.
D) It is a worldwide trend of staying at home.

Question 38

Macro issues such as accountability,performance expectations,freedom accorded within society,and product preferences lead to _____.

A) similarity in cultures around the world
B) cultural clashes across countries
C) death of distance
D) cocooning

Question 39

Which of the following is true of technology?

A) It increases the cost of performing functions.
B) It is more developed in advanced nations.
C) It is rarely accurate.
D) It leads to inefficiency in marketing.

Question 40

The sales of _____ have increased as a result of cocooning.

A) movie tickets
B) video games
C) train tickets
D) concert passes

Question 41

What is cocooning? How does it affect the sales of various products and services?

Question 42

Which of the following innovations takes place at the earliest stage of a product category's life cycle?

A) Experiential
B) Disruptive
C) Marketing
D) Structural

Question 43

_____ innovation makes mechanisms for established offers in established markets more effective or efficient.

A) Product
B) Process
C) Experiential
D) Marketing

Question 44

_____ innovation makes surface modifications that improve customers' exposure to established products or processes.

A) Product
B) Process
C) Experiential
D) Marketing

Question 45

_____ innovation reframes an established value proposition to the customer or a company's established role in the value chain,or both.

A) Business model
B) Structural
C) Process
D) Product

Question 46

Social networking websites and blogs are examples of _____.

A) sign language media
B) unicast media
C) Internet think tanks
D) interactive digital media

Question 47

Which of the following innovations takes place at the last stage of a product category's life cycle?

A) Disruptive
B) Application
C) Structural
D) Process

Question 48

How does eye-tracking technology aid marketing research?

Question 49

_____ is a noninvasive neural-imaging technique that basically looks inside the brain.

A) Neuromarketing
B) Magnetic immunoassaying
C) Eye-tracking
D) Functional magnetic resonance imaging

Question 50

What are the different types of innovations?

Question 51

_____ innovation takes existing technologies into new markets to serve new purposes.

A) Process
B) Disruptive
C) Application
D) Product

Question 52

_____ innovation capitalizes on disruption to modify industry relationships.

A) Experiential
B) Process
C) Business model
D) Structural

Question 53

Which of the following is a true eye-tracker study result?

A) Brand information found in the center of the screen is a strong predictor of ad recognition.
B) Fast-forwarding viewers constrain their vision to the right of the screen.
C) All visitors scroll below the fold to see the ads.
D) Advertisements with branding in the corners lead to increased brand attitude.

Question 54

Companies that innovate across borders and across companies are referred to as _____ innovators.

A) subnational
B) multinational
C) transnational
D) metanational

Question 55

_____ innovation takes established offers in established markets to the next level.

A) Application
B) Product
C) Process
D) Experiential

Question 56

_____ innovation improves customer-touching processes.

A) Product
B) Process
C) Experiential
D) Marketing

Question 57

Which of the following tools/techniques helps in finding out what was noticed or not noticed and what seemed to pique interest on a website?

A) Digital video recorders
B) Virtual worlds
C) Eye-tracking technology
D) Functional magnetic resonance imaging

Question 58

Which of the following can be detected with the help of an fMRI?

A) Whether a person will purchase a given product
B) The real-time scan path or eye movement and areas of focus
C) Static plots illustrating where the respondent looked on a website
D) What was noticed or not noticed and what seemed to pique interest on a web site