Deck 11: Marketing Strategies

Question 1

The marketing process represents a fundamental source of competitive advantage in the global factory?

Answer 1

True
Explanation: coordination and control of branding and information is key to the marketing process and is a key success factor for the global factory.

Question 2

Multi-domestic marketing refers to including the coordination of each stage of the marketing process in more than one country.

Answer 2

False
Explanation: Multi-domestic marketing is a market-to-market approach, with a focus on divergent environments, and meeting the needs and wants of each foreign market in a distinct and individual way. The statement refers to Global marketing.

Question 3

Integration concerns the fundamental strategy of generating firm-specific advantages through standardization in the global factory.

Answer 3

True
Explanation: The statement is correct as standardization enables economies of scale and global efficiencies to be created.

Question 4

In industries with few advantages to be had from either standardization or local responsiveness firms will adopt an ethnocentric marketing orientation.

Question 5

Responsiveness refers to the degree to which differentiation in the marketing mix is necessary and advantageous.

Question 6

Global factories need to understand heterogeneous consumption patterns if they are to successfully market their products and services across national borders.

Question 7

Indications are that a firm's macro environment is increasingly being shaped by supranational forces and that country markets are not always the best unit of analysis.

Question 8

The overarching rationale for market segmentation is the concentration of resources on the best prospects.

Question 9

In developed markets opinion leaders greatly facilitate the diffusion and sale of foreign goods abroad.

Question 10

The primary objective of marketing communication is economic in that is seeks to establish monetary benefits.

Question 11

Micro-level analysis of market screening will require data on the following elements _______ Please select all that apply.

A) Industry analysis
B) Consumer segmentation
C) Competitor analysis
D) Population size

Question 12

The foreign market legal framework determines _______ Please select all that apply.

A) Whether or not products can be sold in the foreign market
B) The extent to which products may need different product labelling
C) The extent of redesign of some product features
D) The extent of reconfiguration of operating systems

Question 13

_______ assumptions and experiences are those ideas that are embedded in own cultural context and may easily lead to myopic misunderstanding in the formulation and implementation of the international marketing process. Please select all that apply.

A) Integrated
B) Geocentric
C) Polycentric
D) Ethnocentric

Question 14

The screening process to select the best marketing strategy entails

A) Checking the country's economic and institutional conditions
B) Checking the country's social factors
C) Checking the country's geographical factors
D) All of the above

Question 15

A PESTLE type of analysis can assist companies in evaluating the country attractiveness

Question 16

The more markets can be served from one strategic business unit, the higher the likelyhood of _______

A) Higher levels of innovation
B) Better adaptation of products
C) Faster rate of return on investment
D) Better identification of opportunities

Question 17

Company factors that influence pricing strategy are _______

A) Price structures
B) anticipate competition
C) capture regulatory institutions
D) uniqueness

Question 18

The international market segmentation process is greatly influenced by the managers' _______

A) Worldview and perceptions
B) View of secondary data
C) View of competitors
D) View of personal convenience when visit the country

Question 19

State owned enterprises in large emerging markets derive significant advantages from _______

A) Their government ties
B) The size of the SOE
C) Not having to focus on productivity initiatives
D) Better understanding of the foreign market

Question 20

An industry where a polycentric international marketing orientation to suit local market conditions is _______

A) Banking
B) Consumer electronics
C) automobiles
D) e-commerce