Deck 15: Designing and Controlling Global Marketing Systems

Question 1

A product-based organization would be most likely to feature _______________________________________________.

A) conflict arising from dual reporting relationships and slower decision-making
B) knowledge of regional market conditions and cultural preferences that highlight standardization opportunities
C) the flexibility to quickly respond to changing market needs and competitive pressures
D) a structure based on the processes performed by an organization that provides clear lines of communication and task management

Answer 1

C
Explanation: This challenge would be most likely to accrue to a matrix organization as opposed to a product-based organization.

Question 2

Rudolph is a Product Manager for Global Gesellschaft,GmbH.He manages the cosmetics product line across markets,and reports to the Director of Marketing for personal care.However,his responsibilities also include the management of Global Gesellschaft's outsourcing activities,where he liaises with the VP of Operations.As might be imagined,Rudolph has occasional difficulties establishing his daily to-do list! Global Gesellschaft operates with a __________________________ organizational format.

A) matrix
B) product
C) function
D) region

Answer 2

A

Question 3

The purpose of a global brand audit is _____________________________.

A) to conduct a SWOT analysis
B) to learn about a firm's strengths and weaknesses via segmentation analysis
C) to discover financial irregularities in a company's marketing programs
D) to determine if a firm's sales revenues are properly taxed

Answer 3

B
Explanation: A SWOT analysis is similar to a global brand audit but does not focus exclusively on branding perceptions and issues.

Question 4

Starbucks' revamped organizational strategy was ___________ based.

A) product
B) region
C) function
D) matrix

Question 5

Regional organizational formats work best for companies _______________________________________________.

A) that require a simple and easy to grasp and navigate structure with clear lines of communication and task management
B) that attempt to adapt to the multi-dimensional global business environment
C) with a limited number of products and similar global market segments
D) that are global marketers of consumer products and reach a wide variety of end-user markets

Question 6

Born global firms are successful in international expansion largely due to their ability to construct organizational hierarchies similar to larger MNCs.

Question 7

In which organizational format might the following comment be most likely overheard? "Lau Seng Kong wants me to complete next year's sales forecast for microprocessors produced in our Singapore plant.Ming Wo wants me to suggest a strategy for moving our microprocessor production facilities.I can't do a forecast for the Singapore plant if we're eliminating production there,can I?"

A) function-based
B) region-based
C) product-based
D) matrix

Question 8

Organizational formats that are based on the processes performed by an organization are referred to as _______________ organizational structures.

A) matrix
B) product
C) regional
D) functional

Question 9

Kwan Lee's Pan-Pacific marketing team has been able to respond quickly to the rapidly changing nature of her region's digital media as a prime means of communication.Unfortunately,her team is challenged by the fact that its colleagues in Europe and North America have advanced digital marketing capabilities that can't be implemented in her area.Kwan Lee is struggling with the balance of ______________________ versus ________________________.

A) local customization, global consistency
B) global prioritization, local accountability
C) flexibility, continuity and expertise
D) collaborative decision-making, organizational simplicity

Question 10

Because of the success of matrix organizations in managing global marketing,most MNCs continue to operate using this structure.

Question 11

According to Kim,Acito and Rusetski,infrastructural minimalists would be most likely to prefer an organization that ________________________.

A) mixes standardized elements with localized ones
B) localize strategy
C) incorporates globally dispersed, but functionally limited subsidiaries dependent on the central office
D) grants individual subsidiaries wide geographic coverage and autonomy

Question 12

Adaptability,entrepreneurship and a strong reliance on technology are some of the hallmarks of the _____________________.

A) larger global hierarchies
B) multinational corporation
C) born-global firm
D) function-based organization

Question 13

Jenatech LLC is a global firm whose markets include North America,the European Union,South America,and the Middle East.Its headquarters locations in Chicago,Paris,Brasilia,and Dubai are each veritable beehives of activity,where strategic planning,control,and coordination of marketing for each specific market area occur.Jenatech employs a ___________________ organizational format.

A) region-based
B) product-based
C) function-based
D) matrix

Question 14

Dell Computers' recent reorganization moved the business-to-business division from a _______________ -based organization to a _____________________- based organization.

A) function, customer
B) region, customer
C) region, function
D) product, customer

Question 15

Because Procter and Gamble is a global marketer of consumer products and boasts a wide variety of end-user markets,its marketing organizational format is ____________________________.

A) matrix
B) product
C) region
D) production process

Question 16

Once companies reach a critical mass of diverse products and customers,the functional organizational format is the most likely to be adopted.

Question 17

As a response to mounting global competition,firms form global marketing teams which support the development of global competitive advantage but are not key decision makers in the process.

Question 18

Organizations where individual subsidiaries are granted wide geographic coverage and autonomy are likely to be preferred by _________________________.

A) global marketers
B) tactical coordinators
C) infrastructural minimalists
D) MNCs

Question 19

All of the following reflect the benefits of Starbucks' revised organizational structure except __________________________.

A) record operating margins in the first quarter of 2011
B) a stronger level of support for partner development, coaching and accountability
C) the ability to position key executives closer to customers and partners
D) the addition of many new Starbucks locations to the firm's store portfolio to better serve customers

Question 20

Successful leaders of global marketing organizations must deftly navigate _________________________________.

A) the marketing mix
B) the Foreign Corrupt Practices Act
C) corporate culture
D) organization,control,and leadership

Question 21

Because intangible assets such as brand value and intellectual property are so important in the global competitive environment,they are often measured and reported.

Question 22

Marketing's value to the global organization is apparent regardless of impact metrics and performance measurements.

Question 23

Loss of flexibility and costs of coordination are potential downfalls of the ______________________ structure.

A) matrix
B) born global
C) project-based
D) SME

Question 24

The metric that allows marketers to measure the overall effect of their marketing investment is known as _____________________.

A) return on marketing investment (ROMI)
B) customer lifetime value (CLV)
C) return on customer investment (RCI)
D) customer marketing objectives (CMO)

Question 25

The greatest number of marketing executives base budget decisions upon this factor:

A) Tracking of campaign/program spending.
B) Data gathered about the effectiveness of marketing tactics.
C) Program track records and prior spending.
D) Comparison of increased marketing expenditures to business outcomes like revenue, customer growth, and market share.

Question 26

Location is another important factor in eSys strategy.

Question 27

Informal control mechanisms include all of these except _____________________.

A) leadership
B) management selection and training
C) Customer Lifetime Value measurements
D) corporate culture

Question 28

Using market share and mass awareness measurements are no longer sufficient to clarify the impact of marketing on a firm's revenue,profitability,and reputation.

Question 29

An example of an informal control mechanism would be _________________________________.

A) hiring and promoting managers that reflect a distinctive corporate culture
B) the use of marketing dashboards
C) an annual budget
D) Customer Lifetime Value measurements

Question 30

Achieving a balance between central control and local initiative is one of the main challenges for any global marketing executive.

Question 31

eSys is an example of a firm that is ____________________________.

A) a matrix organization
B) functionally structured
C) hierarchical
D) born global

Question 32

Two fatal flaws in transforming a marketing organization via leadership include underestimating the power of organizational silos and taking on too much too soon.

Question 33

Project-based organizations allow for in-depth organization knowledge and expertise.

Question 34

Fiat CEO Sergio Marchionne employed the informal control mechanism of _____________ to implement the recent transformation of the firm.

A) developing corporate culture
B) management selection
C) implementing new position descriptions
D) rewarding senior managers at the headquarters location

Question 35

For strategic and operational plans to be effective for global firms,the planning process should take into account only the local and regional perspectives of the markets served.

Question 36

The eSys concept of Total Business Outsourcing __________________________________________.

A) decentralizes all major company functions
B) centralizes core business functions in a high skill, low cost country
C) relies on traditional methods of distribution and inventory control
D) centralizes core business functions at their headquarters in Singapore

Question 37

Budgets are usually established on the basis of _______________________________ periods.

A) semi-annual
B) daily
C) yearly
D) five year strategic planning

Question 38

Companies like Johnson & Johnson have been able to build productive units that perform to the company's standards globally largely because of a ______________________________.

A) strong corporate culture
B) multi-tiered global organization
C) focus on product performance measurements
D) matrix organization

Question 39

Successful global marketing organizations must focus on being excellent providers of marketing services and brand campaigns as opposed to simply disseminating information and best practices.