Deck 15: Marketing Internationally

Question 1

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

Answer 1

False

Question 2

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.

Answer 2

False

Question 3

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

Answer 3

True

Question 4

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

Question 5

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

Question 6

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

Question 7

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 8

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

Question 9

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

Question 10

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 11

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

Question 12

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

Question 13

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

Question 14

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

Question 15

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 16

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 17

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

Question 18

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 19

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

Question 20

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

Question 21

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

Question 22

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 23

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

Question 24

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

Question 25

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 26

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

Question 27

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

Question 28

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

Question 29

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

Question 30

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 31

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 32

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

Question 33

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

Question 34

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

Question 35

Physical forces inhibit efforts at international product standardization.

Question 36

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

Question 37

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 38

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

Question 39

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

Question 40

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

Question 41

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:

A) total product, physical product, or brand name.
B) final product, physical product, or brand name.
C) total product, final product, or brand name.
D) physical product, final product, or brand name.
E) none of the above.

Question 42

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) two of the above.
E) all of A, B, and C.

Question 43

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 44

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 45

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) A and B.
E) all of A, B, and C.

Question 46

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) two of the above.
E) all of A, B, and C.

Question 47

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 48

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 usually not possible to have a single, standardized worldwide strategy for the overall marketing mix.
C) the uncontrollable environmental forces vary widely among markets.
D) two of the above.
E) all of A, B, and C.

Question 49

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 offers, and coupons.

Question 50

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

Question 51

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

Question 52

The total product:

A) all of B, C, and
B) is what the customer buys.
C) includes the physical product and brand name.
D) As stated directly in the text.
E) two of B, C, and D.

Question 53

The total product:

A) all of B, C, and
B) includes the accessories, and after-sales service.
C) includes after-sales service.
D) As stated directly in the text.
E) two of B, C, and D.

Question 54

It is possible to hide profits with transfer prices.

Question 55

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) two of the above.

Question 56

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

Question 57

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) two of the above.
E) all of A, B, and C.

Question 58

Marketers everywhere need to be able to:

A) price the products or services so they are acceptable.
B) produce products that satisfy customers' needs.
C) inform potential customers.
D) two of the above.
E) all of A, B, and C.

Question 59

Marketers everywhere must:

A) know the market.
B) satisfy customers' needs.
C) inform potential customers.
D) two of the above.
E) all of A, B, and C.

Question 60

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) none of the above

Question 61

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) two of the above.
E) all of A, B, and C.

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) none of the above.

Question 63

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) none of the above

Question 64

Services are generally less complex to market globally than:

A) consumer products.
B) industrial products.
C) luxury products.
D) basic consumer staples.
E) None of the above.

Question 65

When Lady Gaga took her act to India, she adapted her product, ______, to the local environment by _______.

A) song performances; changing rhythm tracks to fit Indian preferences.
B) song performance; having an Indian singer redub her songs in Hindi.
C) clothing; adapting the clothing line to the thinner Indian figure.
D) all of the above.
E) two of A, B, and C.

Question 66

Dissimilar cultural patterns generally necessitate changes in food and other:

A) industrial products.
B) consumer goods.
C) luxury products.
D) basic consumer staples.
E) all of the above.

Question 67

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) none of the above.

Question 68

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) two of the above.

Question 69

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) none of the above

Question 70

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) all of the above.
E) two of A, B, and C.

Question 71

Buyers of __________ usually act on the same motives worldwide.

A) impulse goods
B) mass-consumption products
C) industrial products
D) low-priced products
E) none of the above.

Question 72

The promotional mix includes:

A) personal selling.
B) product design.
C) pricing.
D) all of the above.
E) two of A, B, and C.

Question 73

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

A) low-priced
B) maintenance
C) consumer
D) industrial
E) none of the above

Question 74

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) none of the above

Question 75

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) all of A, B, and C.
E) two of A, B, and C.

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 an affluent, reachable audience.
B) Internet communications can be interactive.
C) the Internet can be particularly important for reaching teenagers.
D) all of A, B, and C.
E) two of A, B, and C.

Question 77

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) all of the above.
E) two of A, B, and C.

Question 78

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) None of the above

Question 79

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 80

The promotional mix includes:

A) advertising.
B) sales promotion.
C) publicity.
D) all of the above.
E) two of A, B, and C.