Deck 5: Technology Change and International Marketing

Question 1

Firms that are augmenting physical products towards information-based total service offerings may find themselves:

A) operating in a virtual organisation within a new industry.
B) forming strategic alliances with firms that are in completely different industries.
C) automatically dominating their current industry.
D) options A and B only.
E) options B and C only.

Answer 1

D

Question 2

E-marketing is defined as the continuous optimisation of a firm's activities through digital technology.

Answer 2

False

Question 3

The term 'triad' refers to three major geographical groups, Europe, North America and Japan.

Answer 3

True

Question 4

The implementation of the key technologies that are associated with each of the techno-economic models has, traditionally, brought major transformations to industries and markets. The outcome of these transformations has included:

A) effective solutions to limitations of previous models.
B) shifts in urbanisation and population densities.
C) the development of new industries.
D) options A, B and C.
E) options A and B only.

Question 5

Which of the following is NOT an e-commerce business model?

A) Pure play model
B) Bricks and mortar-only model
C) Business process-level model
D) Enterprise-level model
E) Activity-level model

Question 6

Each techno-economic paradigm has a cycle of between 20 to 30 years.

Question 7

The paradigm shift caused by the information age and the convergence of industries using digital technologies has reduced the speed at which international marketing has been able to penetrate worldwide markets.

Question 8

Outline the six techno-economic paradigms and explain their impact on international marketing.

Question 9

An international marketer must determine if the skill level and knowledge of the consumer supports the introduction of a high technology item.

Question 10

The most common form of commitment that firms use when embarking on an e-business strategy is:

A) local-level business models.
B) enterprise-level models.
C) pure play.
D) activity-level business models.
E) business process-level models.

Question 11

Currently, the most significant force transforming the international environment is:

A) tariff increases.
B) technology.
C) advertising.
D) product marketing.
E) none of the above.

Question 12

The Long Tail theory supports the notion that there is no restriction on the range of products an online store can offer.

Question 13

Businesses embracing the concept of the 'globally networked business' move into a world that:

A) provides more innovative customer support.
B) provides end-to-end solutions to conduct sales transactions.
C) allows them to easily cross geographical boundaries.
D) options A, B and C.
E) options B and C only.

Question 14

The six techno-economic paradigms that have occurred since the Industrial Revolution in the late 18th century are:

A) monarchy, republic, socialist, communist, market and neo-market.
B) agrarian, mercantile, mass production, mass customisation and digital, information and communication.
C) agrarian, mercantile, heavy engineering, mass production, digital and customization.
D) agricultural, manufacturing, services, telecommunications, biotechnology and nanotechnology.
E) early mechanisation, steam power and railway, electrical and heavy engineering, mass production, information and communication and information omnipresence .

Question 15

By adopting the concept of the 'globally networked business enterprise', many firms are able to improve their business success through the key areas of:

A) e-learning.
B) customer support.
C) e-commerce.
D) options A, B and C.
E) options A and B only.

Question 16

Companies that embrace the concept of a globally networked business enable dissemination of the corporate information infrastructure to all key constituencies, thus leveraging the network for competitive advantage.

Question 17

The fifth techno-economic paradigm is driven by the microprocessor and, in the first phase, a number of 'carrier branches' based on the microprocessor have emerged and evolved into new or redefined industries.

Question 18

Mobile phones have moved from being specific communication devices to providing a wide range of services. This movement can be described as:

A) information technology services.
B) a new information-based infrastructure.
C) robotic flexible manufacturing systems.
D) consumer and professional electronics.
E) options C and D

Question 19

Which ways have advances in information technology impacted international marketing?

A) Increased costs of doing business internationally
B) Created an international trade in technology-related products and services
C) Led to improved communication and access to information
D) Options A, B and C
E) Options B and C only

Question 20

The increasing use by consumers of the new global information environment, including the internet, carries many implications for marketing organisations. These implications include:

A) quicker and more widespread consumer access to goods and services.
B) shifting of power from producers to end-users.
C) greater opportunity for consumers to compare product offerings.
D) options A, B and C.
E) options A and B only.

Question 21

Online shoppers tend to have more loyalty to their favourite e-tailers than they will to offline retailers.

Question 22

Which of the following influence the ability of consumers to search for information or to transact online?

A) Government restriction of access to the internet for ideological reasons
B) Affordability of required infrastructure, hardware and software
C) Religious views on what is appropriate content
D) Reliable electricity and telephone services
E) All of the above

Question 23

According to research from Nielsen (2009), the most trusted source of information on products and services is:

A) online virtual strangers and friends.
B) magazines.
C) television commercials.
D) brand websites.
E) none of the above.

Question 24

Internet users and online shoppers tend to:

A) be either convenience or price-oriented and use the web to seek out a bargain.
B) be more goal or task oriented than experience oriented when shopping.
C) have an ambivalent attitude towards technology.
D) options A, B and C.
E) options A and B only.

Question 25

E-government is centralised control over internet access in a country.

Question 26

The diffusion process can be characterised by market lag time, which is the elapsed time between initial output of a product and the commencement of its production in an overseas market.

Question 27

In product innovation, a lead user can be defined as having needs that are common in a market, and being positioned to gain extra benefit by obtaining an early solution to those needs.

Question 28

The tendency for customers to adopt new products or new technologies is similar from one country to the next.

Question 29

The business models of pure play and bricks-and-mortar elements can never be combined in a single organisation.

Question 30

In a consumer market, lead users of technology can serve as predictors of general market needs.

Question 31

The adoption and diffusion process for new products involves a number of stages, including:

A) trial.
B) interest.
C) awareness.
D) evaluation.
E) all of the above.

Question 32

The level of influence of the internet on attitudes and behaviours is a function of:

A) knowledge of the internet and the cost of buying goods online.
B) familiarity with the web and the cultural background of the consumer.
C) the time spent looking for information and the complexity of searching.
D) the time spent online and the importance of the web as an information source.
E) access to the internet and the time spent looking for information.

Question 33

As a result of the increased use of technology, the power of information is shifting from consumers to producers.

Question 34

Barriers to consumer adoption of the internet include:

A) cost, fear and age.
B) technology, age and cost.
C) knowledge, cost and age.
D) cost, age and value.
E) cost, value and fear.

Question 35

In any particular overseas market, an international marketing firm can gain benefit from focusing its efforts on the lead users, because:

A) they can provide concept and design data for potential new products.
B) they can be used as a benchmark for predicting the needs of the market.
C) they are the users whose current strong requirements are likely to become the needs of the general market in the future.
D) options A, b and C.
E) options A and B only.

Question 36

The traditional diffusion of innovation model has, in order, the following categories:

A) innovators, early majority, late majority, mainstream and laggards.
B) innovators, early majority, late majority, maturity and laggards.
C) innovators, early adopters, early minority, early majority and decline.
D) innovators, early adopters, early majority, late majority and laggards.
E) innovators, early adopters, early majority, mainstream and decline.

Question 37

The adoption process for new technology or a new product can vary significantly from country to country. Explain the five characteristics that a product needs to offer to prospective users to improve its chances of adoption in an overseas market.

Question 38

For a product to be more readily adopted in an overseas market, it should be:

A) observable in the public arena.
B) compatible with local customs and habits.
C) able to deliver a relative advantage over already existing alternative products.
D) options A, B and C.
E) options A and B only.

Question 39

The tools of e-government can be used to:

A) help improve a country's trade efficiency.
B) provide access to online services such as tax return completion, social security, education and health.
C) provide information on government policies.
D) options A, B and C
E) options B and C only

Question 40

The tendency for consumers to adopt new products, which can vary considerably from country to country, can be influenced by differences in:

A) economic environment.
B) cultural lifestyle.
C) strategic opinion leadership.
D) options A, B and C.
E) options A and B only.

Question 41

Explain the external and internal factors that influence how consumers behave online.

Question 42

Companies only use the internet to interact with customers.

Question 43

Crowdsourcing is the use of consumer input to help a business:

A) select new employees.
B) finance a new online venture.
C) design new products.
D) collect customers' personal details.
E) research international markets.

Question 44

It is anticipated that greater use of the internet by small and medium-sized business firms (SMEs) will increase the competitive advantages that economies of scale normally deliver.

Question 45

Organisations can become involved in consumer-to-consumer (C2C) marketing by:

A) hosting virtual communities.
B) placing sponsored content on blogs or consumer interest sites.
C) opening a forum for product co-development.
D) options A, B and C.
E) options B and C only.

Question 46

Discuss how business to business marketers can make use of the internet in developing their marketing mixes.

Question 47

IP geolocation enables companies to:

A) adapt their communication messages for regulatory or cultural reasons.
B) provide aggregated customer behaviour information to international providers.
C) promote products and services globally with one message reaching all consumers.
D) encourage consumers to buy more of their products.
E) conduct low-cost worldwide research.

Question 48

Discuss the advantages for international marketers in focusing on lead users in the diffusion of a new technology?

Question 49

Cybercrime includes all of the following EXCEPT:

A) piracy.
B) viruses.
C) advergaming.
D) identity theft.
E) credit card fraud.

Question 50

What benefits would a small to medium-sized business (SME) hope to receive from an increased use of e-commerce and the internet?

Question 51

Discuss the implications for international marketing of an increasingly global information-rich environment.

Question 52

Segmented pricing online allows an organisation to discriminate on price by geographic region.

Question 53

By monitoring the blogosphere, firms can determine consumer trends, explore responses to competitor offerings and discover potential or actual problems to be addressed.

Question 54

The 'last mile' problem for a firm can be solved by:

A) lowering fuel costs.
B) increasing promotion spending.
C) employing navigation software.
D) lowering the price of goods sold.
E) outsourcing deliveries.

Question 55

Explain why integration of online and offline communication strategies is critical for international marketers.

Question 56

Cloud computing enables businesses to:

A) purchase virtual hardware and software.
B) scale their commitment quickly as operations require.
C) interact with their databases from any location.
D) options A, B and C.
E) options B and C only.

Question 57

Online reverse auctions have been developed in automotive, healthcare and other industries to help streamline procurement processes. How do they work?

A) Sellers post a product online with a 'buy it now' price.
B) Seller post a product online and buyers bid against each other until the seller accepts a price.
C) Buyers post their requirements with a floor price and suppliers offer increasingly higher prices for the stated quality and quantity.
D) Sellers post a product and price online and buyers accept that price.
E) Buyers post their requirements and a ceiling price, and then allow suppliers to offer increasingly lower prices for the stated quantity and quality.

Question 58

Discuss how the price element in the international marketing mix has been affected by the introduction of the internet.

Question 59

CRM systems:

A) focus only on gathering information about new sales.
B) add a relationship marketing focus.
C) emphasise customer retention.
D) options A and C.
E) options B and C.

Question 60

According to Chaffey and Ellis-Chadwick (2012), the characteristics of the online environment require the use of the 7Ps rather than the traditional 4Ps. Explain how each of the elements of the marketing mix is affected by introduction of the internet.