BUSML 3250 MML Quiz Questions – Flashcards
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Nonpersonal communication channels include​ __________. (14)
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major​ media, atmospheres, and events
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Using a push​ strategy, a firm directs its promotional efforts toward​ __________. (14)
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channel members
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What are the three major factors identified in the text that are changing​ today's marketing communications​ landscape? (14)
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Consumers, marketing​ strategy, and digital technologies
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One reason there is a need for integrated marketing communications is that​ __________. (14)
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consumers​ don't distinguish between content sources the way marketers do.
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Which promotional tool includes​ presentations, trade​ shows, and incentive​ programs? (14)
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Personal selling
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Many marketers today​ create, inspire, and share brand messages and conversations with customers across a mix of communication channels. In this regard they view themselves as​ __________. (14)
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content marketing managers
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__________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities. (14)
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Buzz marketing
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Once the company has set its​ structure, what is the next strategic decision it​ faces? (16)
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Sizing the sales force
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Sales​ reports, call​ reports, and expense reports are all used in the process of​ __________ salespeople. (16)
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evaluating
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​__________ identifies qualified potential customers and is the first step of the personal selling process. (16)
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Prospecting
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In complex selling​ situations, personal selling can be very effective because it is​ __________. (16)
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interpersonal
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During a sales​ presentation, which of the following would best fit a relationship marketing​ approach? (16)
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Tell a value story.
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Which of the following tools can be used as both consumer and trade​ promotions? (16)
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Contests, premiums, and displays
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What is the first decision made in sales force​ management? (16)
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Designing sales force strategy and structure
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One consumer promotion tool is​ __________, which are goods offered free or at a low cost as an incentive to buy a product. (16)
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Premiums
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What are the four elements of a compensation plan for​ salespeople? (16)
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A fixed​ amount, a variable​ amount, expenses, and fringe benefits.
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Which of the following statements about personal selling is​ correct? (16)
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Many customers are unable to distinguish the salesperson from the company.
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To avoid being intrusive and​ annoying, most legitimate email marketers practice​ __________, which means sending email pitches only to customers who​ "opt in." (17)
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permission based email marketing
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Which of the following correctly identifies what direct and digital marketing offer​ sellers? (17)
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​Inexpensive, efficient, and fast
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Many company websites are now designed to do more than just sell product. These​ websites, known as​ __________ websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers. (17)
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brand community
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Which of the following would represent a niche online social networking​ site? (17)
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Birdpost
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Which of the following correctly identifies forms of digital direct​ marketing? (17)
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Online​ marketing, social media​ marketing, and mobile marketing
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According to the​ text, what is the toughest public policy issue now confronting the direct marketing​ industry? (17)
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Invasion of privacy
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The fastest growing form of marketing is​ __________. (17)
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direct and digital marketing
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What is meant by the term​ "the Internet of​ Things" (IoT)? (17)
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That everyone and everything may soon be connected digitally.
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Direct mail is well suited for which of the​ following? (17)
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Direct, one-to-one communications
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Which of the following is an example of horizontal channel​ conflict? (12)
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A Ford dealer complaining that another Ford dealer is advertising in their territory.
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Which of the following statements regarding a​ just-in-time logistics system is​ correct? (12)
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Just-in-time logistics systems allow producers and retailers to carry small inventories to last for only a few days of operations.
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Companies now use​ __________ and supply chain management software to help​ recruit, train,​ organize, manage,​ motivate, and evaluate channel partners. (12)
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partner relationship management
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Which of the following statements regarding marketing channel behavior and design is​ correct? (12)
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The success of individual channel members depends on the overall​ channel's success.
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When setting channel​ objectives, companies should state the objectives in terms of​ __________. (12)
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targeted levels of customer service
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Which of the following is a reason that producers use marketing channels and channel​ intermediaries? (12)
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Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.
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The​ company, suppliers,​ distributors, and customers who "partner" with one another to improve the performance of the entire system make up the​ __________. (12)
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value delivery network
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Using​ __________, the customer shares​ real-time data on sales and current inventory levels with the supplier. The supplier then takes full responsibility for managing inventories and deliveries. (12)
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​vendor-managed inventory
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What does the process of designing marketing channels start​ with? (12)
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Analyzing consumer needs
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Which of the following statements is correct regarding the functions channel members​ perform? (12)
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Channel members create greater efficiencies than manufacturers could achieve on their own.
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Which of the following are the largest group of​ wholesalers, accounting for roughly 50 percent of all​ wholesaling? (Ch 13)
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Merchant wholesalers
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Retailers need to differentiate and position their store and make decisions regarding their retail marketing mix. Before making those​ decisions, retailers must first​ __________. (Ch 13)
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segment and define their target market
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Which of the following statements regarding retailer pricing decisions is​ correct? (Ch 13)
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Most retailers seek either high markups on lower volume or low markups on higher volume.
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What are the four broad characteristics used to classify retail​ stores? (Ch 13)
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Amount of service, product​ lines, relative price, and organization
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Retailing today requires​ __________, which means creating a seamless​ cross-channel buying experience that integrates​ in-store, online, and mobile shopping. (Ch 13)
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omni-channel retailing
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A discount store​ (for example,​ Target, Kohl's, or​ Walmart) sells standard merchandise at lower prices. To do​ this, discount stores accept which of the following two​ conditions? (Ch 13)
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Lower margins and selling higher volume
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How do brokers and agents differ from merchant​ wholesalers? (Ch 13)
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Brokers and agents do not take title and perform a limited number of specialized functions.
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​Increasingly, different types of retailers now sell the same products at the same prices to the same consumers. This trend is called​ __________. (Ch 13)
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retail convergence
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Which of the following statements about retailer marketing decisions is​ correct? (Ch 13)
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Many retailers identify three critical factors for retail​ success: location,​ location, and location.
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Which of the following best reflects the role of retailing in the distribution​ channel? (Ch 13)
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All the activities involved in selling products or services directly to final consumers for their​ personal, nonbusiness use
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Two external factors which must be considered in pricing decisions are​ __________. (10)
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demand and the nature of the market
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Which factor sets the ceiling on setting a​ product's price?(10)
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Demand
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Which of the following correctly identifies the three major pricing strategies used by​ marketers? (10)
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Customer value-based ​pricing, cost-based​ pricing, and​ competition-based pricing
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​New, premium movie theaters offer features such as online reserved​ seating, high-backed leather executive chairs with armrests and​ footrests, the latest in digital sound and​ super-wide screens, and other amenities for which they charge a higher price. This is an example of which type of​ pricing? (10)
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​Value-added pricing
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On a​ break-even chart, the​ break-even volume is located​ __________. (10)
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at the intersection of total revenue and total costs
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Which of the following is a​ cost-based pricing​ approach? (10)
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​Break-even pricing
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Which of the following statements is correct regarding different types of​ markets? (10)
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Under oligopolistic competition, sellers are alert and responsive to competitors' prices and marketing moves.
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What is target​ costing? (10)
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Setting price then target costs to produce product to be able to sell at that price.
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Which of the following statements about price is​ correct? (10)
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Customers have put increasing pricing pressures on many companies.
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What is the first thing marketers must do when using​ value-based pricing? (10)
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Assess customer needs and value perceptions.
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Basic price adjustments known as​ __________ are used to reward customers for certain responses. (11)
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discounts and allowances
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Recently, Amazon.com has been accused of​ __________, which is the practice of selling products below cost to harm competitors. (11)
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predatory pricing
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One form of​ __________ is when movie theaters charge one price for adults and a different price for senior citizens. (11)
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customer-segment pricing
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One major objective of a​ market-penetration pricing strategy is to​ __________. (11)
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win a large market share
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Many amusement parks charge a daily ticket or season pass charge plus additional fees for food and other​ in-park features. This is called​ __________. (11)
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option-product pricing (correct?: two-part pricing)
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Which of the following statements regarding dynamic pricing is​ correct? (11)
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Dynamic pricing could cause consumer resentment and damage customer relationships.
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Assume a competitor has cut prices and a company determines they should respond. Effective actions that the company could initiate include​ __________. (11)
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launch a​ low-price fighter brand
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Whirlpool washers and dryers are offered in many different models. Whirlpool will use​ __________ pricing to determine the price steps between the different models. (11)
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product line
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When Apple Computer Company introduced their​ iPhone, they priced the new product at​ $599, considerably higher than either their iPod or competing cellular phones. Apple Computer was pursuing​ a(n) __________ pricing strategy. (11)
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​market-skimming
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Many personal care companies combine toothpaste with a toothbrush at a reduced price. This is an example of​ __________ pricing. (11)
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​product-bundle
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Some retailers use mannequins with cameras hidden in one eye to record customer demographics and shopping behavior in order to serve them better. This raises ethical concerns in terms of​ __________. (4)
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intrusions on consumer privacy
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What are the three types of research​ objectives? (4)
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Exploratory, descriptive, and causal
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Much of​ Pinterest's success is due to how they used marketing information to​ __________. (4)
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identify a unique customer insight
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To develop needed​ information, marketing information systems utilize​ __________. (4)
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internal​ databases, marketing​ intelligence, and marketing research
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After defining the problem and​ objectives, what is the next step in the marketing research​ process? (4)
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Develop the research plan.
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Which of the following statements about big data is​ correct? (4)
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One result of big data is that marketing managers are often overloaded with information.
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Which of the following best describes a marketing information system​ (MIS)? (4)
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People and procedures that are used to manage information to generate and validate actionable customer and market insights
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Competitive marketing intelligence uses​ __________ data sources. (4)
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publicly available
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Companies setup​ __________ which allow key customers and​ value-network members to access​ product, account, and other data anytime they need to. (4)
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extranets
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Which of the following statements about online research is​ correct? (4)
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Online surveys generally have higher response rates than those conducted by mail or phone.
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Nations that have too little hard currency to pay for their purchases from other countries will often use which method of international​ trade? (19)
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Barter
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Which organization was designed to reassess trade​ barriers, establish new rules for international​ trade, impose international trade​ sanctions, and mediate global trade​ disputes? (19)
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The World Trade Organization​ (WTO)
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One factor that makes management contracting an attractive entry strategy is that​ __________. (19)
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it yields immediate income
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What is the main disadvantage of direct​ investment? (19)
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The risks the firm faces
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What are the four types of joint venture entry​ strategies? (19)
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​Licensing, contract​ manufacturing, management​ contracting, and joint ownership
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Free trade zones can be described as​ __________. (19)
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groups of nations organized to work toward common goals in the regulation of international trade
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What are the two key links in a whole channel view of international​ distribution? (19)
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Channels between nations and channels within nations
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What is the simplest way to enter a foreign​ market? (19)
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Through exporting
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When using the global product strategy of​ __________, companies create something new to meet the needs of consumers in a given country. (19)
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product invention
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Which of the following statements about the global marketplace is​ correct? (19)
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Domestic firms need to internationalize to take advantage of growing markets throughout the world.
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