Deck 19: Global Marketing and the Internet

Question 1

At the global level, a nongovernmental body has been established to resolve domain disputes.The name of this body is:

A)Internet Corporation for Domain Names (ICDN).
B)Internet Corporation for Assigned Names (ICAN).
C)Internet Corporation for Assigned Names and Numbers (ICANN).
D)Internet Corporation for Networks (ICN).
E)Internet Corporation for Domain Disputes (ICDD).

Answer 1

C

Question 2

Which of the following is not a barrier to Internet marketing?

A)language
B)culture
C)infrastructure
D)access charges
E)none of the above

Answer 2

E

Question 3

In 2005, the worldwide Internet population surpassed 1 billion.

A)1 billion
B)2 billion
C)3 billion
D)4 billion
E)5 billion

Answer 3

A

Question 4

Goods and services with high local responsiveness and low global integration.

A)Cultural or regulated goods and services
B)Global commodities
C)Look and feel goods and services
D)Local commodities
E)None of the above

Question 5

In the Internet world, there are many unsolved issues.For example, e-commerce is global but the national laws are mostly _____.

A)local
B)regional
C)political
D)religious
E)secular

Question 6

Goods and services with high local responsiveness and high global integration.

A)Cultural or regulated goods and services
B)Global commodities
C)Look and feel goods and services
D)Local commodities
E)None of the above

Question 7

Marketing of services differs from tangible goods in four areas:

A)intangibility, simultaneity, heterogeneity, and perishability.
B)intangibility, simultaneity, heterogeneity, and collectivity.
C)intangibility, simultaneity, heterogeneity, and connectivity.
D)intangibility, simultaneity, heterogeneity, and believability.
E)intangibility, simultaneity, heterogeneity, and credibility.

Question 8

At the core of any global Web marketing strategy is the conflict between local responsiveness and _____.

A)local integration
B)regional integration
C)transnational integration
D)polycentric integration
E)global integration

Question 9

China's internet world is dominated by the so-called BAT, these companies are:

A)Baidu, Alibaba, Tencent
B)Baidu, Amazon, Tencent
C)Baidu, Amazon, Target
D)Box, Amazon, Target
E)None of the above

Question 10

Goods and services with low local responsiveness and high global integration.

A)Cultural or regulated goods and services
B)Global commodities
C)Look and feel goods and services
D)Local commodities
E)None of the above

Question 11

Amazon aims to make _____ to be its second-largest market, after its home market.

A)China
B)India
C)Japan
D)United Kingdom
E)Russia

Question 12

The country with the most Internet users is:

A)United States
B)Japan
C)India
D)China
E)none of the above

Question 13

India Yahoo! is different from U.S.Yahoo! because:

A)it has no online auctions.
B)it has astrology.
C)it has no online shopping.
D)it has a cricket channel.
E)All of the above

Question 14

The country in this list with the highest penetration rate of Internet users is:

A)United States
B)Germany
C)South Korea
D)Russia
E)Brazil

Question 15

According to the text, the web clearly provides a unique _____ and _____ channel to marketers across the globe.

A)distribution, higher education
B)distribution, production
C)distribution, network
D)distribution, communication
E)none of the above

Question 16

In global e-commerce, Web site localization services have created the need for more:

A)translators.
B)copy writers.
C)media specialists.
D)network specialists.
E)knowledge experts.

Question 17

Which of these languages is not in the top three on Internet sites?

A)Arabic
B)Chinese
C)Spanish
D)German

Question 18

Although the Internet has become a global phenomenon, it first originated in (the):

A)Italy.
B)Japan.
C)United States.
D)Belgium.
E)Singapore.

Question 19

More than 70 percent of Internet users now live outside of _____ speaking countries.

A)English
B)French
C)Arabic
D)German
E)Spanish

Question 20

In the product policy area, the internet can help build:

A)regional brands.
B)food brands only.
C)global brands.
D)high-tech brands.
E)tangible brands.

Question 21

In international distribution, replacement effect can:

A)cannibalize existing distribution channels.
B)delete existing distribution channels.
C)replace existing distribution channels.
D)downsize existing distribution channels.
E)add more distribution channels

Question 22

Although internet advertising is growing at a very rapid pace, many advertisers are skeptical about its potential as a global promotion tool because of (the):

A)potential annoyance factor of ads.
B)potential difficulty of audience measurement.
C)difficulty to measure branding campaigns.
D)uncertainty as to which metrics to use to measure success
E)all of the above.

Question 23

Click-and-mortar retailers are defined as:

A)those large retail chains trying to compete by pursuing no Web site presence.
B)those large retail chains trying to compete by making alliances and joint ventures.
C)those large retail chains trying to compete by going international.
D)those large retail chains trying to compete by hiring Web specialists.
E)those large retail chains trying to compete by setting up a Web site presence.

Question 24

Brands should be cautious with promotions on group buying sites because:

A)damage to brand equity among mid- to high-range consumers
B)overuse can cheapen the brand image
C)traffic triggered by such deals comes mostly from low-loyalty buyers
D)buyers are not overly likely to return to the brand in the absence of deals.
E)all the above

Question 25

According to the text, the ultimate success of an online campaign depends on the following factors except:

A)the nature of the product.
B)the targeting
C)choice of the site.
D)execution of the ad.
E)choice of platform

Question 26

The internet offers advantages to international advertisers which include:

A)global reach.
B)interactivity.
C)precise information
D)all of the above.

Question 27

Success of an e-tailing model will depend on factors which include:

A)consumer behavior, cost structure, and networks.
B)consumer behavior, cost structure, and government policies.
C)consumer behavior, cost structure, and logistics.
D)consumer behavior, cost structure, and human resources.
E)consumer behavior, cost structure, and manufacturing.

Question 28

In many industries, connectivity means that existing channels/distributors can be bypassed by connecting:

A)buyers and suppliers.
B)buyers and governments.
C)buyers and software companies.
D)buyers and advertisers.
E)buyers and media companies.

Question 29

Click-and-mortar chains provide an advantage:

A)products cannot be returned to the local stores.
B)products can be returned to the local stores.
C)click-and mortar stores have no Web sites.
D)All of the above.
E)None of the above.

Question 30

To deal with price transparency issues in Internet marketing, companies can use methods such as:

A)cutting prices in high-price countries.
B)localizing the products.
C)refusal to handle orders from overseas.
D)All of the above methods can be used.

Question 31

In Internet marketing, consumers often are aware of low prices because of the availability of brand and pricing information.This is a result of:

A)profit transparency.
B)knowledge transparency.
C)labor transparency.
D)profit transparency.
E)price transparency.

Question 32

Keyword search advertising allows the company to have a link to its Web site when people are looking for _____ -related information.

A)people
B)market
C)product
D)country
E)none of the above

Question 33

In international marketing, a website gives service marketers the ability to offer _____ hour service to customers worldwide.

A)10
B)15
C)20
D)22
E)24

Question 34

In international distribution, complementary effect can:

A)expand the overall business.
B)cannibalize existing distribution channels.
C)materialize the overall business.
D)downsize existing distribution channels.
E)none of the above.

Question 35

In Internet advertising, by clicking on the banner ad, users can be taken to the:

A)internet's databank.
B)advertiser's web site.
C)Netscape's site.
D)Yahoo's site.
E)none of the above.

Question 36

In some countries, customers might resent having the human element removed from the service encounter because of:

A)cultural factors.
B)national factors.
C)technology factors.
D)consumption factors.
E)international factors.

Question 37

Manufacturers who plan to add the internet to their existing international channels should be aware of two possibilities:

A)replacement effect and international effect.
B)replacement effect and complementary effect.
C)complementary effect and managerial effect.
D)complementary effect and adaptation effect.
E)replacement effect and quality effect.

Question 38

For global marketers, the Web could affect the firm's high margins because of:

A)profit transparency.
B)channel transparency.
C)price transparency.
D)channel captaincy.
E)knowledge transparency.

Question 39

International marketers have to develop strategies that deal with issues related to:

A)work transparency.
B)price transparency.
C)profit transparency.
D)channel transparency.
E)none of the above is true.

Question 40

Because of the internet, MNCs' pricing is more _____.

A)national
B)flexible
C)transparent
D)rigid
E)vertical

Question 41

Google is the #1 search engine throughout all the world's markets.

Question 42

Amazon aims to make China to be its second-largest market, after its home market.

Question 43

eBay is only available in the US.

Question 44

Internet penetration in the developing world is about one third of the population.

Question 45

Online campaigns would work for _____.

A)high involvement goods.
B)low involvement goods.
C)vertical involvement goods
D)horizontal involvement goods
E)none of the above

Question 46

Knowledge barrier is not one of the barriers in Internet-related activities.

Question 47

Household internet penetration in the developed world is not yet close to saturation.

Question 48

Due to its high population density, deliveries from internet businesses is much slower in Europe than in the US.

Question 49

Due to its high population density, brick-and-mortar competitors have a cost advantage over internet businesses in Europe.

Question 50

While Amazon is expanding in Europe, it foresees that Europe will never be as profitable for e-commerce as is the United States.

Question 51

In China, which is home to the world's largest internet population, Baidu is the market share leader in online search while Google is a remote runner up.

Question 52

Amazon aims to make Europe to be its second-largest market, after its home market.

Question 53

China and India each have more Internet users than the U.S.

Question 54

Booking Holdings derives most of its revenue from Booking.com, a European site it acquired.

Question 55

Small and medium-size companies (SMEs) are also participating in the area of e-commerce and Internet-related opportunities.

Question 56

Censorship is one of the barriers in Internet-related activities.

Question 57

The ultimate success of an online campaign hinges on four factors which include:

A)nature of the product, the target, choice of site, and color
B)nature of the product, the target, choice of site, and graphics
C)nature of the product, the target, choice of site, and banners
D)nature of the product, the target, choice of site, and execution of the ad
E)none of the above

Question 58

The United States has the highest penetration of internet users when measures as a percentage of the country's population.

Question 59

International marketers who plan on using the Web as an advertising tool should familiarize themselves with:

A)advertising regulations and restrictions in foreign markets.
B)search engines.
C)distribution channels.
D)digital networks.
E)digital suppliers.

Question 60

Internet penetration in the developed world is over 98 percent of all households.

Question 61

Russian is one of the top four languages used on the internet.

Question 62

Most governments are very enthusiastic about the internet and the opportunities that the digital industry offers.

Question 63

Chinese is one of the top four languages used on the internet.

Question 64

The US's internet rules to protect personal digital data are among the toughest in the world.

Question 65

In India, the country's mail service has a poor reputation.

Question 66

Several e-commerce firms have developed their own payment systems.

Question 67

Arabic is one of the top four languages used on the internet.

Question 68

Spanish is one of the top four languages used on the internet.

Question 69

French is one of the top four languages used on the internet.

Question 70

Websites must often use different colors and symbols for different countries.

Question 71

There are many unsolved issues in the Internet.For example, e-commerce is global but the national laws are mostly transnational.

Question 72

Credit card penetration is high worldwide.

Question 73

ICANN is a governmental agency.

Question 74

Asians have the most favorable attitude toward Internet shopping.

Question 75

In China, several websites have triggered public fury by, for instance, listing Taiwan and Hong Kong/Macao as "countries" instead of as a province or territories, respectively.

Question 76

The International Telecommunications Union (ITU) describes broadband as affordable when the cost of access for a household is 15 percent or less of the average monthly income.

Question 77

In China, e-tailers collected 80 percent of their revenue in cash in 2010.

Question 78

English is one of the top four languages used on the internet.

Question 79

According to one large-scale study, the most important driver of perceived value is price.

Question 80

Internet access in many less developed countries is also hampered by power outages.