Chapter 13-International Business-Marketing Internationally

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marketing mix
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a set of strategy decisions made about the product and its promotion, pricing, and distribution in order to satisfy the needs and desires of customers in a target market.
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corporate visual identity (CVI)
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a firm’s name, logo, slogan, graphics, color, and typeface that help identify the firm to consumers and other interested constituents.
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total product
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what the customer buys, including the physical product, brand name, accessories, after sales service, warranty, instructions for sue, company, image, and package.
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promotion
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any form of communication between a firm and its publics, including advertising, public relations, sales promotions such as rebates and “buy one get one,” and events and experiences, such as sponsoring events to both yield purchases in the short term and confidence in the firm in the long run.
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advertising paid, non personal presentation of ideas, goods, or services by an identified sponsor.
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programmed management approach
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a middle-ground advertising strategy between globally standardized and entirely local programs
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sales promotion
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any of the various activities, such as preparation of point-of-purchase displays, contests, premiums, trade show exhibits, celebrity-embraced promotion, money-off offers, and coupons.
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public relations
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Various methods of communicating with the firm’s publics to secure a favorable impression, rather than immediate sales.
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foreign national pricing
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policy that sets local pricing based on market forces in another country
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international pricing
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policy that sets prices of goods produced in one country and sold in another
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The basic functions of domestic and international marketing are
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THE SAME
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the number of variables in the strategy decisions about product, price, promotion, and distribution is
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LARGE
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The main advantage of a standardized marketing mix is
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significant cost savings
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The automobile manufacturer that Henri works for provides all of its offices with standardized promotional materials including point of purchase displays. The materials include the logo and slogan associated with the company. These materials are part of the company’s _______
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Corporate visual identity
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Which of the following is the central focus of the marketing mix?
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PRODUCT
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Consumer products typically require _______ local market adaptation as compared to industrial products
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MORE
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How does the marketing of services globally compare to marketing consumer goods?
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the marketing of services is generally less complex than the marketing of consumer goods.
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disparity in income across nations acts as a ________
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barrier
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Physical forces such as climate and terrain typically act as a ____ to international product standardization
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barrier
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A communication between a firm and its public to bring about a favorable buying action and achieve confidence in the firm and the product or service it provides is called ___________
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PROMOTION
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Avon knows that its target market varies little in terms of product use and attitude. Which strategy should Avon use?
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Same-Product, Same-Message
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Same product, different message
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should be employed when a product is used on way in one country and another way in another country
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The current trend in advertising is towards
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Localization
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Which strategy should be used when the product serves the same function but must be adapted to different conditions?
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Product adaptation, same message
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Which promotional strategy requires a company to change both the product and the promotional message in order to sell in a foreign market?
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product adaptation, message adaptation
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different product same message
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when they can’t afford the product.
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same use different message
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lowtech welding torches > welding robots.
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A middle ground advertising strategy between globally standardized and entirely local programs is called a
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programmed management approach
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When used to build trust through the advertiser’s consumer orientation, competence, dependability, candor, and likability, the Internet is an ______
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effective tool in personal selling
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forces that are considered controllable in domestic market can be uncontrollable in international markets
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TRUE
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Disintermediation
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the unraveling of traditional distribution structures, popularly called “cutting out the middlemen”
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disintermediation
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refers to the unraveling of traditional distribution structures.
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Accurately characterizes product strategy for industrial products
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companies can avoid adapting products related to legal differences by developing products to meet the most stringent regulations.
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Internet advertising
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Ads are cheap because it is interactive, consumers can choose which messages they receive the Internet reaches an affluent, accessible audience.
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International channel strategies tend to be
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long term decisions
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which part of the promotional mix is focused on securing a favorable impression rather than making an immediate sale?
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public relations
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significantly influenced by laws regulating product purity and labeling
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Pharmaceuticals and food
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when a company wants to promote a high quality item, setting a
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high price will help
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the use of puffery in the US as compared to the more fact based approach used in Eastern European countries illustrates
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Information content vs. fluff
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McDonald’s is an example of a
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STANDARDIZED distribution system
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Which type of pricing sets prices for goods produced in one country and sold in another?
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international
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Industrial products are a natural fit for standardization and as a result their international marketing campaigns require
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minimal modification for various markets
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Sets prices low in order to quickly establish the product in the new market
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PENETRATION
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Olivia’s company is sponsoring a contest as a way to attract consumers to its new line of athletic shoes. The contest is an example of sales
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promotion
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two ways public relations can be used to deal with critics:
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provide no publicity at all in response to the criticism deal directly with a governmental agency instead of the critics.
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On which group has most research on pricing been conducted
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North Americans
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as compared to industrial products, consumer products require
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more adaptation to international markets
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accurate and should be taken into account by an international marketing manager
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products that reach many markets virtually unchanged tend to be innovations. Global branding approaches look for similarities across segments and countries. A local product with a local message is the most localized approach.
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Transfer pricing is a special kind of
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international pricing
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which environmental force can have a rapid impact on distribution strategy?
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LEGAL FORCES
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after its acquisition of Maytag and Philip’s appliance business, Whirlpool implemented a
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more standardized product strategy
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which color is considered warm and feminine in the Netherlands, but cold and masculine in Sweden.
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Blue
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As compared to the domestic marketing manager, the international marketing manager’s job is
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MORE complex
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the types of media available varies widely across global markets. For this reason, it is best to let the
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local branch of a business make the advertising media decisions
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Tonic water is considered a global physical product because
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it is the same everywhere
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Samsung’s sari program on its washers sold in India is an example of
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GLOCAL advertising

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