Deck 12: Planning for Effective International Marketing

Question 1

In international markets, marketers can follow several positioning strategies. These can include positioning:

A) on specific product attributes.
B) on the basis of product performance.
C) according to product usage.
D) on different classes of product users.
E) all of the above.

Answer 1

E

Question 2

The components that will assist an international company to be on the leading edge of its industry include:

A) ensuring change is driven by customer considerations.
B) progressive scenario developments.
C) ensuring cultural and organisational changes are planned.
D) integrated business strategies.
E) all of the above.

Answer 2

E

Question 3

Strategic market planning is the systematic and periodic process used by managers to examine the environments in which their company competes, the opportunities and threats they face, the goals and objectives to be achieved, and the products and services offered in order to maintain a viable fit between their company's capabilities and resources and the threats and opportunities that arise from a changing environment.

Answer 3

True

Question 4

The focus of strategic planning in the future will be on:

A) political changes in developing countries.
B) internally focused and historically based systems.
C) balancing and matching internal and external drivers.
D) technological advances.
E) rigid plans that provide one clear direction for the organisation.

Question 5

The classic strategic planning sequence begins with:

A) mission.
B) strategic analysis.
C) vision.
D) performance monitoring.
E) none of the above.

Question 6

A firm's vision can be described as the:

A) milestones for achieving strategic success in international markets.
B) type of business that the firm wants to be in.
C) evaluation of the strategic options.
D) intention for the firm for its future, and what it takes to succeed.
E) all of the above.

Question 7

Intermarket segmentation is based on forming segments of consumers who ________ even though they are located in different countries.

A) operate under similar governmental restrictions
B) are located within a single geographic area
C) have similar needs and buying behaviour
D) have similar incomes and financial status
E) share common cultural characteristics

Question 8

Discuss why international marketers make use of scenario planning and discuss the essential steps involved.

Question 9

The essential steps in scenario planning for international marketing strategy are familiarization, discovery, scenario building and:

A) operation.
B) implementation.
C) action and integration.
D) differentiation.

Question 10

Global market segmentation can be defined as country groups or individual consumer groups of potential customers with:

A) homogeneous attributes and different buying behavior.
B) defined benefit needs and similar buying behavior.
C) homogeneous attributes and similar buying behavior.
D) heterogeneous attributes and different buying behavior.
E) heterogeneous attributes and similar buying behavior.

Question 11

The significance of scenario planning is that each scenario has different implications for marketing strategies.

Question 12

An export market can be segmented in which of the following ways?

A) Geography by country of manufacture
B) Firmographics such as customer size
C) Consumer behavioural characteristics
D) None of the above
E) All of the above

Question 13

When considering inputs for a firm entering the international market there are three major areas to consider. These are:

A) resources of the firm, the firm's environment and the implementation.
B) the planning process, the performance monitoring and the firm's environment.
C) the planning process, the firm's environment and the resources of the firm.
D) resources of the firm, the planning process and the firm's environment.
E) the firm's environment, the implementation and the planning process.

Question 14

A definition of strategic planning is 'a statement of how an objective is going to be achieved'.

Question 15

Product positioning refers to the:

A) way a product's important attributes are defined by the marketer.
B) place a product occupies in its key retail outlets.
C) place a product occupies in the consumer's mind relative to competing products.
D) all of the above.
E) none of the above.

Question 16

For a classic strategic plan, the formulation and evaluation of marketing strategies, including objectives and milestones, must be completed before the SWOT analysis is conducted.

Question 17

Countries can be segmented by political and legal factors such as the:

A) extent of bureaucracy.
B) receptivity of foreign firms.
C) monetary regulations.
D) type and stability of government.
E) all of the above.

Question 18

Scenario planning only applies in domestic markets.

Question 19

When considering entering into a new market internationally, it is important to consider the business environment into which the organisation is moving. Which of the following in NOT a consideration?

A) Legal factors
B) Economic factors
C) Technological factors
D) Political factors
E) None of the above

Question 20

The SWOT analysis is an extremely useful tool for home country organisational analysis but:

A) is of no real value if the list is short even if key factors are involved.
B) is of little value when dealing internationally.
C) is outdated and rarely used both in the home country and overseas.
D) is also used by international marketers in an international situation.
E) needs to be a comprehensive list of all the issues.

Question 21

To be effective, marketing strategies should be turned into specific action programs that answer which of the following questions?

A) Who is responsible for doing it?
B) How much will it cost?
C) When will it be completed?
D) What will be done?
E) All of the above

Question 22

Discuss the various positioning strategies available to international marketers when entering new markets. Should a company choose the same positioning strategy for each market entered? Why or why not?

Question 23

Discuss the importance of the implementation and control phases of international marketing.

Question 24

A company's decision and reward systems will significantly affect the implementation of an international marketing plan.

Question 25

A firm's corporate objectives usually include a mission statement and objectives reflecting financial growth, new business and new markets.

Question 26

What role does segmentation play when an organisation is planning to go international? In your answer, identify the important factors in segmenting international markets.

Question 27

The monitoring of the action plan stage:

A) evaluates the results of the marketing strategies.
B) evaluates the causes of any differences between actual and expected results.
C) measures performance in the marketplace against objectives.
D) takes corrective action to ensure objectives are attained.
E) all of the above.

Question 28

Price, needs and potential usage are important aspects to consider when designing a positioning strategy.

Question 29

Organisational structure is a weak influence on implementation due to the action focus of marketing plans.

Question 30

When an organisation moves into a new market, its promotional approach should be:

A) conservative and flexible.
B) dynamic and flexible.
C) conservative and safe.
D) based on the home market's promotional approach.
E) none of the above.

Question 31

In relation to market segmentation, few business organisations have the resources to operate in all countries around the world.

Question 32

Segmenting international markets on the basis of geographic, economic, political, cultural and other factors assumes that segments should consist of clusters of countries.

Question 33

Global market segmentation can be defined as selecting groups of potential customers with heterogeneous attributes.

Question 34

Discuss the emerging bases for global segmentation.

Question 35

In addition to segmenting overseas markets on the more traditional bases of geography, economy and culture, it is possible for a firm to take a product diffusion approach to segmentation.

Question 36

Country of origin can be an important positioning attribute in international marketing.

Question 37

Identifying the key decision makers in an organisation and understanding their personal and management aspirations is an interesting but not an important part of the international planning process.

Question 38

Corporate objectives should be SMART, which stands for:

A) specific, meaningful, achievable, relevant and timely.
B) specific, measurable, achievable, realistic and truthful.
C) specific, meaningful, actionable, realistic and timely.
D) specific, meaningful, achievable, realistic and timely.
E) specific, measurable, achievable, realistic and timely.

Question 39

To be successfully implemented, a firm's marketing strategies must fit with its company culture. Company culture is a system of ________ and ________ shared by people in an organisation that gives the company its identity and meaning.

A) space; time
B) income; taxes
C) commitment; reward
D) values; beliefs
E) none of the above

Question 40

Which of the following statements is true relative to choosing and implementing a positioning strategy?

A) A product should never be positioned against a competitor.
B) It is never easy to choose a positioning strategy.
C) A product should only be positioned for one particular customer group.
D) A product can be positioned for different product classes.
E) A firm should always use the same positioning strategy in each market it enters.

Question 41

Strategic dilution and lack of stakeholder commitment are two external factors that can lead to the failure of a firm's marketing plan.

Question 42

Taking a market-based approach to marketing planning will start with:

A) the corporate strategies of the firm.
B) an understanding of the consumers' needs.
C) an understanding of the firm's human resource capability.
D) the objectives and sales targets of the firm.
E) all of the above.

Question 43

Outline the reasons internal to the firm suggested by Hooley et al. (2008) that can result in failure of marketing plans.

Question 44

Discuss the difference between market-based and product-based approaches to marketing planning.

Question 45

Many international marketing plans lack market reality.

Question 46

A business organisation's mission is its ________ statement.

A) purpose
B) strategy
C) positioning
D) financial
E) vision

Question 47

Discuss the organisational challenges a firm may face when undergoing international marketing planning. How can these challenges be effectively managed?

Question 48

Hooley (2008) suggests that firms fail in international markets for which of the following reasons internal to the firm itself?

A) Initiative fatigue
B) Technology
C) Trade-offs
D) Scenario planning
E) Segmentation

Question 49

The personal attributes of a business organisation's senior executives are often able to influence the objectives and direction of the business. These attributes can include their:

A) aspirations.
B) attitudes.
C) expectations.
D) all of the above.
E) none of the above.

Question 50

The product-based approach to planning should be considered a short-term international marketing management approach.

Question 51

It is not enough to base an international marketing plan on a brilliant idea. The idea must also:

A) be relevant.
B) enhance and strengthen other marketing mix elements.
C) be able to be put into practice.
D) all of the above.
E) options A and B only.

Question 52

Traditional strategic planning does NOT pay enough attention to the role that ________ can play in improving the firm's competitive position.

A) alliance partners
B) distributors
C) suppliers
D) all of the above
E) options A and B only

Question 53

A common excuse used by many firms for NOT undertaking planning is that:

A) the staff refuses to follow the plan.
B) it doesn't help the business.
C) the formality stifles creativity.
D) all of the above.
E) options A and B only.

Question 54

Market-based approaches to international planning have the political and economic structure of potential markets as the starting point for analysis.

Question 55

Personal aspirations, attitudes and expectations of management are a significant influence on the direction and objectives of international marketing planning.

Question 56

There are two distinct approaches to practical marketing planning. One is viewed more as short term, the other more as long term. These two approaches are:

A) promotion-based and product-based.
B) market-based and industry-based.
C) market-based and product-based.
D) cost-based and profit-based.
E) promotion-based and industry-based.

Question 57

The product/service-based approach to strategic planning:

A) is most common in practice.
B) tends to be short-term in focus.
C) is most appropriate when a new product is being developed.
D) all of the above.
E) options A and B only.

Question 58

Which of the following is the systematic methodology for charting the 'big issue' future of an organisation?

A) Strategic planning
B) Vision
C) Strategy
D) Action plan
E) Mission