Question 1

U.S. appliance manufacturers note that 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 more likely be successful if they used ________ marketing strategy.

Accepted Answer

A multidomestic marketing strategy involves tailoring products to meet the specific needs and preferences of different markets, which aligns with the differing refrigerator preferences in Northern and Southern Europe.

Question 2

Disney employed ________ 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 multidomestic marketing strategy focuses on adapting to the local market by tailoring the product, promotion, and other marketing mix elements to the specific needs of each country or region. This is exactly what Disney did by revising the recipes and offering alcoholic beverages, which were not allowed in their other parks. This strategy is different from a global strategy which aims to create a standardized product and promotion across all markets, a transnational strategy which combines elements of both global and multidomestic strategies, and a meganational strategy which aims to dominate the global market with one product and promotion strategy. While the use of outdoor seating could be considered an international element, since it is a universal feature, the other unique factors of the Disneyland Paris eateries align with a multidomestic strategy.

Question 3

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?

Accepted Answer

The answer of Mars, America's second-largest candy company, began doing...

Question 4

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 only

Accepted Answer

Adaptations of global brands are made when necessary to better connect the brand to consumers in different markets, ensuring relevance and resonance with local preferences and cultural nuances.

Question 5

________ firm engages in trade and marketing in different countries as an extension of the marketing strategy in its home country.

Accepted Answer

An international firm engages in trade and marketing in different countries as an extension of the marketing strategy in its home country. This type of firm focuses primarily on exporting its products or services to other countries. It may also establish foreign subsidiaries, joint ventures, or licensing arrangements to take advantage of market opportunities in different locations. However, the firm's central decision-making and strategic planning remain based in its home country.

Question 6

The strategy transnational firms employ that standardizes marketing activities when there are cultural similarities and adapts them when cultures differ is referred to as

Accepted Answer

The answer of The strategy transnational firms employ that standardizes...

Question 7

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

Accepted Answer

Consumer groups living in different countries or regions but seeking similar features and benefits from products or services are referred to as global consumers. These consumers are unified by common needs and wants, irrespective of their geographical boundaries. They are driven by similar needs, lifestyles, values, and attitudes towards brands, making them a lucrative segment for global companies looking to expand their reach.

Question 8

A(n) ________ firm views the world as one market and emphasizes cultural similarities across countries or universal consumer needs and wants more than differences.

Accepted Answer

A transnational firm operates on a global scale and sees the world as one market, emphasizing universal consumer needs and wants over cultural differences.

Question 9

Which of the following statements about global brands is most accurate?

Accepted Answer

A global brand has centrally coordinated marketing programs, meaning that the marketing message and branding strategies are consistent across all markets. This allows for a universal brand image and increased brand recognition worldwide.

Question 10

A global brand refers to

Accepted Answer

A global brand is a brand that is marketed under the same name in multiple countries with similar and centrally coordinated marketing programs. It is a brand that has a consistent image and message across different geographical locations, and that is recognizable to consumers regardless of where they are in the world.

Question 11

Global consumers are

Accepted Answer

The answer of Global consumers are
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Question 12

A multidomestic marketing strategy refers to

Accepted Answer

The answer of A multidomestic marketing strategy refers to
...

Question 13

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

Accepted Answer

A multidomestic marketing strategy is characterized by adapting products, brand names, and advertising programs to each specific country in which the company operates. This approach allows for greater customization and localization of the marketing mix to meet the unique needs and preferences of consumers in each market. As a result, companies using a multidomestic strategy may have multiple product variations, brand names, and advertising campaigns to appeal to different markets. This is in contrast to a global or transnational strategy, which seeks to standardize marketing efforts across multiple countries.

Question 14

Lever Europe, a division of Unilever, markets Snuggle fabric softener. 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 ________ marketing strategy.

Accepted Answer

Lever Europe is using a multidomestic marketing strategy, which involves adapting products and marketing strategies to fit the specific needs of each local market. The use of different brand names, packaging, advertising, and formulas in different European countries shows that Lever Europe is tailoring its products and marketing to local preferences and cultural differences.

Question 15

A global marketing strategy refers to

Accepted Answer

A global marketing strategy involves standardizing certain marketing activities, such as branding and advertising, to achieve economies of scale, but also adapting to cultural differences. This approach balances global integration with local responsiveness. Option A describes a multi-domestic strategy, while option B describes an ethnocentric strategy. Option D describes a licensing strategy, and option E describes a product extension strategy.

Question 16

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

Accepted Answer

The key factor that distinguishes international, multinational, and transnational firms is their level of customization in marketing efforts for individual global markets. International firms typically use the same marketing strategy across countries, multinational firms adapt their strategies to each market, and transnational firms integrate global efficiencies with local responsiveness.

Question 17

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

Accepted Answer

The answer of A firm that views the world as...

Question 18

Which of the following types of firms would be most likely to use a global marketing strategy?

Accepted Answer

Transnational firms are those that operate worldwide and use a standardized marketing approach to reach their global customer base. They typically have a central headquarters but also have local subsidiaries in different countries, allowing them to adapt their products or services to local markets while still maintaining a uniform global brand image. Multinational and international firms may also have a global presence, but they tend to use more localized marketing strategies. Multidomestic firms focus primarily on adapting their products or services to the needs of specific country markets. Open border is not a recognized type of firm.

Question 19

Generally speaking, ________ firm markets its existing products and services in other countries the same way it does in its home country.

Accepted Answer

An international firm markets its existing products and services in other countries the same way it does in its home country. A multidomestic firm customizes its products and services to meet local market demands, a multinational firm has operations and facilities in multiple countries, and a transnational firm balances global integration and local responsiveness. There is no such thing as an intranational firm.

Question 20

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

Accepted Answer

A brand marketed under the same name in multiple countries with similar and centrally coordinated marketing programs is referred to as a global brand. A global brand maintains a consistent image and positioning across all geographic markets, and its marketing efforts are coordinated centrally to ensure consistency and maximize efficiency. Examples of global brands include Coca-Cola, Nike, and McDonald's.

Quiz 6: Understanding and Reaching Global Consumers and Markets

Disney employed ________ 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.