Deck 14: Marketing Internationally

Question 1

The physical product includes the total product,brand name,accessories,after-sales service,warranty and instructions for use,company image,and package.

Answer 1

False

Question 2

Product standards set ostensibly to protect a nation's citizens can be effective in protecting local industry from foreign competitors.

Answer 2

True

Question 3

Dissimilar cultural patterns generally necessitate changes in marketing of food and other consumer goods.

Answer 3

True

Question 4

According to the text,the product is the central focus of the marketing mix.

Question 5

Generally,the deeper the immediate market penetration desired,the greater the product modification must be.

Question 6

The marketing of services,sometimes called intangibles,is similar to the marketing of consumer products in that these products are generally harder to market globally than industrial products.

Question 7

To avoid changing the product to meet local legal requirements manufacturers frequently design it to meet the most stringent laws,even though it is over designed for other markets.

Question 8

As exemplified by companies such as Campbell's,international firms seldom have to change name,labels,or colors due to cultural differences.

Question 9

The marketing mix is a set of strategy decisions made in the areas of product,production,promotion,and pricing in order to satisfy the needs and desires of customers in a target market.

Question 10

The basic functions of domestic and international marketing are the same.

Question 11

Laws on pollution,consumer protection,and operator safety are critical as legal forces.

Question 12

Drastic modifications in the physical product may be necessary because of two problems prevalent in the developing countries-a tendency to overload equipment and to slight maintenance.

Question 13

Marketing managers of global firms who may want to use a single worldwide strategy realize that doing so is impossible.

Question 14

The extent of the changes in the marketing mix a firm must make when going overseas depends on the country,the political forces,and the degree of market penetration desired by management.

Question 15

Generally,industrial products require greater adaptation than consumer products to meet the demands of the world market.

Question 16

The benefits from standardization of the marketing mix are lower costs,easier control,and reduction of time in preparing the marketing plan.

Question 17

Sometimes there are almost no differences between marketing domestically and marketing internationally: At other times these differences are great.

Question 18

Luxury items such as perfume can often be sold without adaptation in many different foreign markets.

Question 19

Generally as marketers go down the economic and social strata in each country,they tend to find greater similarities among countries on social and cultural values.

Question 20

International markets served often differ widely because of great variations in the uncontrollable environmental forces.

Question 21

The organization of an overseas sales force,sales presentation,and training methods are generally very similar to those employed in the home country.

Question 22

Foreign environmental forces act as deterrents to the international standardization of advertising,and among the most influential of these forces are the sociocultural forces.

Question 23

A basic cultural decision for the marketer is whether to position the product as foreign or local,and which way to go seems to depend on the country,the product type,and the distribution channel.

Question 24

The experience of suppliers to the youth market indicates that this market is essentially an international market segment.

Question 25

A middle-ground advertising strategy in which the home office and the foreign subsidiaries agree on marketing objectives is called the computerized-management approach.

Question 26

Buyers of consumer goods usually act on the same motives the world over.

Question 27

Advertising is generally more effective than the other promotional mix elements.

Question 28

The cultural forces tend to be closely allied to the legal forces,which exert a strong and pervasive influence on advertising.

Question 29

In cases where the product serves the same function but must be adapted to different conditions,the product may be left unchanged but a different message is required.

Question 30

Promotion is all forms of communication between a firm and its publics.

Question 31

Evidence suggests that the Internet is not an effective tool in personal selling,especially when used to build trust.

Question 32

Physical forces inhibit efforts at international product standardization.

Question 33

Promotion is the paid,nonpersonal presentation of ideas,goods,or services by an identified sponsor.

Question 34

One of the reasons that Internet advertising is not appealing in an international setting is that most Internet users are poor and difficult to reach.

Question 35

An advantage of Internet advertising is its ability to reach all of the possible consumer groups.

Question 36

Buyers of industrial goods and luxury products usually act on the same motives the world over,lending themselves to a standardized approach.

Question 37

The great disparity in income throughout the world promotes worldwide product standardization.

Question 38

Advertisers have followed globalization to reduce costs,enabling them to develop a common strategy for large regions.

Question 39

Of all the promotional mix elements,personal selling has the greatest similarities worldwide.

Question 40

Private brands are responsible for a shift in power from manufacturers to retailers.

Question 41

The international standardization of the sales promotion function is not difficult,because experience has shown that what is successful in the United States generally proves effective overseas.

Question 42

The total product:

A)is what the customer buys,it includes physical product,brand name,and includes the package.
B)is what the customer buys.
C)includes the physical product and brand name.
D)includes the package.
E)includes the ad campaign that persuaded the customer.

Question 43

Much of the confusion in the ongoing discussion about whether a global firm can have global products results from the discussants not clarifying whether they are referring to the _____,_____or _____.

A)total,physical product,brand name.
B)final,physical product,brand name.
C)total,final product,brand name.
D)physical product,final product,brand name.
E)physical product,company logo.

Question 44

Foreign national pricing is the use of the home country price in foreign markets.

Question 45

The continuum from insensitive to sensitive to foreign environment begins with __________ and ends with __________

A)basic consumer staples,high style and faddish consumer products.
B)industrial products,high style and faddish consumer products.
C)high style and faddish consumer products,industrial products
D)basic consumer staples,industrial products.
E)high style and faddish consumer products,basic consumer staples.

Question 46

Marketers everywhere must:

A)know the market.
B)satisfy customers' needs.
C)inform potential customers.
D)start exporting very early customers.
E)must know the market,satisfy customers' needs,and inform potential customers.

Question 47

When formulating product strategies,international marketing managers must remember that they are selling:

A)a new product.
B)an expensive product to poor people.
C)a total product.
D)hope.
E)to a homogenous market across globe.

Question 48

It is possible to hide profits with transfer prices.

Question 49

Management would prefer global standardization of the marketing mix:

A)because each market demands it.
B)for cost savings.
C)to meet local conditions.
D)because governmental agencies promote global standardization.
E)because environmental agencies promote global standardization.

Question 50

Generally,consumer products require __________ adaptation than/as industrial products to meet the demands of the world market.

A)greater
B)less
C)the same amount of
D)about the same
E)equal to lesser than

Question 51

The international marketing manager's task is more complex than that of the domestic marketing manager because:

A)marketing strategies must be developed by assessing potential markets and analyzing alternate marketing mixes.
B)it is not possible to have a single,standardized worldwide strategy for the overall marketing mix.
C)the uncontrollable environment forces vary widely among markets.
D)of longer production runs,that increase costs dramatically always.
E)strategies must be developed to assess potential markets and analyze alternate marketing mixes,it is not possible to have a single,worldwide strategy for overall marketing mix,and the uncontrollable environment forces vary widely.

Question 52

The product is:

A)the central focus of the marketing mix.
B)more than a physical object.
C)the result of economies of scale.
D)the central focus of the marketing mix and more than a physical object.
E)is always a tangible good.

Question 53

International pricing involves setting prices of goods for export to both unrelated and related firms.

Question 54

Recruiting salespeople in foreign countries is less difficult than recruiting them in the home country.

Question 55

Generally,management prefers global product standardization because:

A)There can be longer production runs,which lowers costs.
B)A standardized corporate visual identity can help project a consistent image.
C)The creative work needed for promotion doesn't need to be done for each market.
D)The creative work needed for promotion doesn't need be done separately for each market.
E)there can be longer production runs,which lowers costs,a standardized corporate visual identity can help project a consistent image,and the creative work needed for promotion doesn't need to be done for each market.

Question 56

In spite of the advantages of global standardization,many firms find it necessary to:

A)use the domestic marketing mix overseas.
B)modify the present mix or develop a new one for overseas markets.
C)use different marketing mixes overseas,to save money.
D)use a single marketing mixes overseas,to save money.
E)use the economic marketing mix overseas.

Question 57

The total product:

A)includes the accessories,after sales service,warranty and instructions for use.
B)includes the accessories,and after sales service.
C)includes after sales service.
D)includes warranty and instructions for use.
E)includes the ad campaign that persuaded the customer.

Question 58

Marketers everywhere must:

A)price the products or services so they are acceptable.
B)produce products that satisfy customers' needs.
C)inform potential customers.
D)price the products or services so they are acceptable,produce products that satisfy customers' needs and inform potential customers.
E)use marketing mixes that target a single market class.

Question 59

Sales promotion provides the selling aids for the marketing function and includes activities such as the preparation of point-of-purchase displays,contests,premiums,trade show exhibits,money-off offer,and coupons.

Question 60

Public relations includes the various methods of communicating with the firm's publics,including the governments where it operates,in order to secure a favorable impression.

Question 61

According to the text,__________ are the most insensitive to the foreign environment.

A)high style products
B)faddish and consumer products
C)industrial products
D)basic consumer staples
E)environmentally safe

Question 62

In general,the deeper the desired immediate market penetration is:

A)the more the physical product should be standardized.
B)the greater the product must be modified.
C)the more the total product should be standardized.
D)the lower the pricing must be.
E)the less the product must be modified.

Question 63

Dissimilar cultural patterns generally necessitate changes in food and other __________

A)industrial products.
B)consumer goods.
C)luxury products.
D)basic consumer staples.
E)cultural motifs.

Question 64

Buyers of __________ usually act on the same motives worldwide.

A)impulse goods
B)mass-consumption products
C)industrial products
D)low-priced products
E)luxury products

Question 65

Generally,as marketers go down the economic and social strata in each country,they will tend to find:

A)similarities among countries with respect to social and cultural values.
B)dissimilarities among countries with respect to social and cultural values.
C)no significant differences with respect to social and cultural values.
D)greater government support for each succeeding lower stratum.
E)similarities among countries with respect to geographic and cultural values.

Question 66

The promotional mix includes:

A)advertising.
B)sales promotion.
C)publicity.
D)advertising,sales promotion,and publicity.
E)sales promotion and retail chains.

Question 67

Of all the promotional mix elements,__________ is the one with the greatest similarities worldwide.

A)public relations
B)personal selling
C)advertising
D)sales promotion
E)retail sales

Question 68

The attractions of using the Internet as an international advertising medium include:

A)A high number of users of the Internet read English or other common languages well.
B)Internet communications are two-way,rather than one-way like newspaper ads.
C)It is possible to tailor messages to the customer,based on answers to prior questions.
D)a high number of users read English or other common languages well,communication is two-way,unlike newspaper ads,and it is possible to tailor messages,based on answers to prior questions.
E)Internet communications is not affected by cultural variations.

Question 69

Honda's "You meet the nicest people on a Honda" campaign appealed to Americans who used their motorcycles as pleasure vehicles,but in Brazil Honda stressed the use of the same motorcycles as basic transportation.This is an example of which promotional strategy?

A)same product-same message.
B)product adaptation-same message.
C)product adaptation-message adaptation.
D)different product for the same use-different message.
E)same product-different message.

Question 70

The promotional mix includes:

A)personal selling.
B)product design.
C)pricing.
D)presence of retail chains.
E)presence of offshore vendors.

Question 71

According to the text,among the appealing factors of online advertising in the international sphere is the following:

A)The Internet provides access to an affluent,reachable audience.
B)Internet communications can be interactive.
C)The Internet can be particularly important for reaching teenagers.
D)is that Internet provides access to an affluent,reachable audience,communications can be interactive,and can be particularly important for reaching teenagers.
E)Internet communications facilitates better transfer of tangible goods than traditional methods.

Question 72

The need to change the color of packages when selling a product in a new market is generally a result of the influence of:

A)distributive forces.
B)competitive forces.
C)political conflicts.
D)cultural differences.
E)economic forces

Question 73

Services are generally less complex to market globally than:

A)consumer products.
B)industrial products.
C)luxury products.
D)basic consumer staples.
E)sporting equipment.

Question 74

In a code law country,a brand name belongs to the:

A)person registering it first.
B)person who uses it first.
C)company that uses it first.
D)person who registers it first under the Berlin Convention.
E)person who registers it first under the Luxembourg Convention.

Question 75

According to the text,a brand name has been pirated:

A)when a firm's brand name has been registered by another firm,which is employing it for its own product's name.
B)when it is registered by someone who hopes to profit by selling the name back to the originating firm.
C)if it is being used by sailors who are criminals.
D)when a firm's brand name is changed to suit the local sentiments.
E)when a firm's brand name has been registered by sister concern,and is employed as single broad name.

Question 76

According to the text,among the appealing factors of online advertising in the international sphere is the following:

A)The Internet provides access to a broad,low income market.
B)Internet communications are unregulated.
C)For some groups,the Internet may be among the best media choices.
D)Internet communications is not affected by cultural variations.
E)Internet communications facilitates better transfer of tangible goods than traditional methods.

Question 77

Generally,__________ products require greater modification to meet local market requirements worldwide.

A)low priced
B)maintenance
C)consumer
D)industrial
E)luxury high-end products

Question 78

All forms of communication between a firm and its publics are __________.

A)advertising
B)promotion
C)limited by government regulations
D)an accepted part of doing business in emerging markets
E)an unaccepted part of doing business in many emerging markets

Question 79

Whether to position a product as foreign or local is a basic cultural decision for the marketer,and it seems to depend on:

A)the distribution channel being used.
B)the product type.
C)the target market.
D)vendor relations.
E)the product type,and the target market.

Question 80

Because promotion both influences and is influenced by the other marketing variables,it is possible to formulate promotional strategies by:

A)marketing the same physical product everywhere.
B)adapting the physical product for foreign markets.
C)developing a different brand.
D)developing collaborated products.
E)marketing the same physical product everywhere and adapting the physical product for foreign markets.