Deck 14: Competing on Marketing and Supply Chain Management

Question 1

In the context of segmentation based on customer categories,global dreamers are always in favor of buying global brands that signal prestige and cachet.

Answer 1

False

Question 2

Adaptability in supply chain management refers to the ability to quickly react to unexpected shifts in supply and demand.

Answer 2

False

Question 3

Agility refers to the ability to change supply chain configurations in response to longer-term changes in the environment and technology.

Answer 3

False

Question 4

The four Ps of marketing are: product,price,positioning,and place.

Question 5

Within a single product category,product attributes are standardized.

Question 6

The term "supply chain" is almost synonymous with "value chain," encompassing both inbound and outbound logistics.

Question 7

Standardized promotion helps project a globally consistent message,but is expensive.

Question 8

Firms dealing with global agnostics can leverage global brands and their relatively more standardized products and services.

Question 9

Enhancing agility often entails making a series of make-or-buy decisions.

Question 10

Total cost of ownership is often explicitly evaluated prior to purchase decisions.

Question 11

The triple As underpinning supply chain management are agility,adaptability,and aggregation.

Question 12

Localization is appealing,but expensive.

Question 13

In international marketing,the country-of-origin effect refers to the positive or negative perception of firms and products from a certain country.

Question 14

As one of the Ps in the marketing mix,place is also often referred to as the distribution channel.

Question 15

Although the word "product" originally referred to a physical product,its modern use has included services.

Question 16

According to the economic theory of supply and demand,a drop in price generates stronger demand.

Question 17

Price elasticity refers to the changes in demand when price changes.

Question 18

MNEs dealing with global dreamers can market localized products and services under local brands.

Question 19

In the context of segmentation based on customer categories,global citizens are always skeptical about whether global brands deliver high quality goods.

Question 20

Agility focuses on flexibility that can overcome short-term fluctuation in the supply chain.

Question 21

In the context of achieving alignment,supply chain members of less standing exercise greater bargaining power.

Question 22

The category of customers who are in favor of buying global brands that signal prestige and cachet are called _____.

A) global agnostics
B) global dreamers
C) antiglobals
D) global citizens

Question 23

The category of customers who may not be able to afford,but nevertheless admire,global brands are called _____.

A) global agnostics
B) global dreamers
C) antiglobals
D) global citizens

Question 24

According to the resource-based view,holding institutions constant,firms that develop the best capabilities in marketing and supply chain management will emerge as winners.

Question 25

In the first half of the 20th century,the services sector started commanding height.

Question 26

As a key element in achieving alignment,trust stems from perceived fairness and justice from all supply chain members.

Question 27

In the context of market orientation vs.relationship orientation,for truly outstanding performance,relationships are necessary but not sufficient.

Question 28

During the Industrial Revolution in the 18?? and 19?? centuries,residual service activities was often the secondary sector for organized economic activities.

Question 29

____ is the flow of products,services,finances,and information that passes through a set of entities from a source to the customer.

A) Logistic engineering
B) Market orientation
C) Supply chain
D) Product chain

Question 30

In the context of market orientation vs.relationship orientation,relationship orientation capabilities contribute more toward performance.

Question 31

Introducing third-party logistics (3PL)providers may more effectively align the interests in the supply chain.

Question 32

The two key elements to achieve alignment are conformance and transparency.

Question 33

Which of the following is one of the four Ps in the marketing mix?

A) Perfection
B) Promotion
C) Power
D) Perception

Question 34

Market orientation is the effort to establish,maintain,and enhance relationships with customers.

Question 35

Marketing and supply chain management activities can be evaluated based on the VRIO criteria.

Question 36

Ethnocentrism should be encouraged in international marketing.

Question 37

In the context of achieving alignment,if a recognized leader in a supply chain exercises power,it facilitates legitimacy and efficiency of the whole supply chain.

Question 38

Alignment refers to the grouping of interests of various players involved in the supply chain.

Question 39

_____ divides consumers based on purchasing behavior.

A) Selective distribution
B) Sorting
C) Market segmentation
D) Market orientation

Question 40

In a broad sense,every supply chain is a strategic alliance involving a variety of players,each of which is a profit-maximizing,stand-alone firm.

Question 41

_____ shows how demand changes when price changes.

A) Price lining
B) Price fixing
C) Price elasticity
D) Price discrimination

Question 42

____ focuses on flexibility that can overcome short-term fluctuation in the supply chain.

A) Aggregation
B) Agility
C) Alignment
D) Adaptability

Question 43

Technically,place in the four Ps of marketing is also often referred to as the _____.

A) production channel
B) vertical channel
C) distribution channel
D) traditional channel

Question 44

____ refers to the ability to change supply chain configurations in response to long-term changes in the environment and technology.

A) Aggregation
B) Agility
C) Alignment
D) Adaptability

Question 45

_____ refers to the ability to quickly react to unexpected shifts in supply and demand.

A) Aggregation
B) Adaptability
C) Alignment
D) Agility

Question 46

_____ refers to all the communications that marketers insert into the marketplace.

A) Purchasing specification
B) Product orientation
C) Promotion
D) Prospecting

Question 47

For which of the following categories of customers can MNEs market localized products and services under local brands?

A) Global dreamers
B) Global activists
C) Global citizens
D) Global agnostics

Question 48

Which of the following four Ps in the marketing mix includes the online marketplace?

A) Place
B) Promotion
C) Pointcasting
D) Positioning

Question 49

Which of the following is one of the triple As in supply chain management?

A) Accountability
B) Accessibility
C) Applicability
D) Alignment

Question 50

Which of the following four Ps of marketing includes TV,radio,print,and online advertising,as well as coupons,direct mail,billboards,direct marketing,and public relations?

A) Prospecting
B) Promotion
C) Pointcasting
D) Positioning

Question 51

Enhancing ____ often entails making a series of make-or-buy decisions.

A) aggregation
B) agility
C) alignment
D) adaptability

Question 52

The category of customers who are skeptical about whether global brands deliver higher quality goods are called _____.

A) global citizens
B) global dreamers
C) antiglobals
D) global agnostics

Question 53

____ requires firms to continuously monitor major geopolitical,social,and technological trends in the world,and reconfigure the supply chain accordingly.

A) Agility
B) Adaptability
C) Alignment
D) Aggregation

Question 54

In terms of the supply chain,alignment is best defined as _____.

A) the combining of interests of various players involved in the supply chain
B) the ability to change supply chain configurations in response to long-term changes in the environment and technology
C) the ability to quickly react to unexpected shifts in supply and demand
D) the way to identify consumers who differ from others in purchasing behavior

Question 55

_____ refers to the positive or negative perception of firms and products from a certain country.

A) Ethnocentrism
B) VRIO effect
C) Market orientation
D) Country-of-origin effect

Question 56

_____ is the cost needed to own a product,consisting of initial purchase cost and follow-up maintenance/service cost.

A) Total cost of ownership
B) Price
C) Fixed cost
D) Cost-plus pricing

Question 57

____ refers to the expenditures a customer is willing to pay for a product.

A) Total cost
B) Price
C) Total cost of ownership
D) Price elasticity

Question 58

Which of the following category of customers are most likely to lead anti-globalization demonstrations?

A) Global dreamers
B) Global citizens
C) Antiglobals
D) Global agnostics

Question 59

_____ is the set of firms that facilitate the movement of goods from producers to consumers.

A) Stock keeping unit
B) Production channel
C) Distribution channel
D) CIF

Question 60

For which of the following customer categories are firms advised to leverage the global brands and their relatively more standardized products and services?

A) Global dreamers and antiglobals
B) Global citizens and global dreamers
C) Antiglobals and global agnostics
D) Global agnostics and global citizens

Question 61

Which of the following is a key element to achieving alignment in the supply chain?

A) Power
B) Standardization
C) Localization
D) Productivity

Question 62

Which of the following was viewed the tertiary sector for organized economic activities during the Industrial Revolution in the 18?? and 19?? centuries?

A) Agriculture
B) Residual service activities
C) Manufacturing
D) Retail

Question 63

_____ is a neutral,third-party intermediary in the supply chain that provides logistics and other support services.

A) LCL
B) FOB
C) 3PL
D) PPB

Question 64

Elaborate on the triple As in supply chain management.

Question 65

Briefly discuss market orientation versus relationship orientation that concern marketing and supply chain management.

Question 66

Elaborate on the major concerns faced by MNEs doing business around the world.

Question 67

The two key elements to achieve alignment are power and _____.

A) agility
B) promotion
C) aggregation
D) trust

Question 68

Explain the four Ps of marketing.

Question 69

Discuss how institutions and resources affect marketing and supply chain management.

Question 70

Which of the following must be practiced to avoid blunders in international marketing?

A) Encourage ethnocentrism
B) Encourage the pushy salesman approach
C) Be susceptible to nationalistic feelings of local consumers, employees, and governments
D) Save back-translation cost

Question 71

_____ refers to a philosophy or way of thinking that places the highest priority on the creation of superior customer value in the marketplace.

A) Market orientation
B) Societal orientation
C) Relationship orientation
D) Sales orientation

Question 72

Market orientation seeks to place the highest priority on which of the following?

A) Coordinating operations
B) Supply chain efficiency
C) Relationships with customers
D) Creation of superior customer value

Question 73

In supply chain management,_____ is a focus to establish,maintain,and enhance associations with customers.

A) market orientation
B) societal orientation
C) relationship orientation
D) sales orientation

Question 74

List a few do's and don'ts to avoid blunders in international marketing.

Question 75

List the globally useful ways of segmenting according to customer categorization.

Question 76

Which of the following was considered the primary sector for organized economic activities during the Industrial Revolution in the 18?? and 19?? centuries?

A) Retail
B) Agriculture
C) Manufacturing
D) Service

Question 77

Which of the following was considered the secondary sector for organized economic activities during the Industrial Revolution in the 18?? and 19?? centuries?

A) Retail
B) Residual service activities
C) Manufacturing
D) Agriculture

Question 78

Elaborate on the various aspects marketers have to consider to enhance promotion.