question

Marketers everywhere must:

answer

E. all of a, b, and c

question

Marketers everywhere need to be able to:

answer

D. two of the above

question

The int'l marketing manager's task is more complex than that of the domestic marketing manager because:

answer

E. all of a, b, and c

question

Generally, mgmt prefers global product standardization because:

answer

E. all of a, b, and c

question

Mgmt would prefer global standardization of the marketing mix:

answer

B. for cost savings

question

In spite of the advantages of global standardization, many firms find it necessary to:

answer

B. modify the present mix or develop a new one for overseas markets

question

The product is:

answer

D. a and b

question

The total product:

answer

A. all of b, c, and d

question

When formulating product strategies, int'l marketing managers must remember that they are selling:

answer

C. a total product

question

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:

answer

A. total product, physical product, or brand name

question

Generally, consumer products require ___ adaptation than (as) industrial products to meet the demands of the world market

answer

A. greater

question

The continuum from insensitive to sensitive to foreign environment begins with ________ and ends with ________

answer

B. industrial products; high-style and faddish consumer products

question

According to the text, ______ are the most insensitive to the foreign environment

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C. industrial products

question

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

answer

C. consumer

question

Generally, as marketers go down the economic and social strata in each country, they will tend to find:

answer

B. dissimilarities among countries with respect to social and cultural values

question

In general, the deeper the desired immediate market penetration is:

answer

B. the greater the product must be modified

question

Services are generally less complex to market globally than:

answer

A. consumer products

question

Dissimilar cultural patterns generally necessitate changes in food and other:

answer

B. consumer goods

question

The need to change the color of packages when selling a product in a new market is generally a result of the influence of:

answer

D. cultural differences

question

In a code law country, a brand name belongs to the:

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A. person registering it first

question

According to the text, a brand name has been pirated:

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B. when it is registered by someone who hopes to profit by selling the name back to the originating firm

question

All forms of communication between a firm and its publics are:

answer

B. promotion

question

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

answer

E. two of a, b, and c

question

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?

answer

E. none of the above

question

The promotional mix includes:

answer

D. all of the above

question

The promotional mix includes:

answer

A. personal selling

question

Of all the promotional mix elements, ________ is the one with the greatest similarities worldwide.

answer

C. advertising

question

According to the text, among the appealing factors of online advertising in the international sphere is the following:

answer

C. for some groups, the Internet may be among the best media choices

question

The attractions of using the internet as an int'l advertising medium include:

answer

D. all of the above

question

Buyers of ______ usually act on the same motives worldwide

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C. industrial products

question

Whether to position a product as foreign or local is a basic cultural decision for the marketer, and it seems to depend on:

answer

E. two or a, b, and c

question

The experience of suppliers to the youth market indicates that this is an int'l market segment:

answer

D. like the market for luxury goods

question

To avoid translation errors, the experienced advertising manager will use:

answer

E. two of a, b, and c

question

A middle ground between an ad campaign that is standardized worldwide and an entirely local ad campaign is called a:

answer

B. programmed-management approach

question

The importance of personal selling compared with advertising depends to a great extent on:

answer

D. all of the above

question

According to the text, manufacturers of _______ rely more on personal selling than on advertising to communicate with their overseas markets

answer

E. two of a, b, and c

question

Evidence suggests that:

answer

A. the internet can be an effective tool in personal selling, when used to build trust

question

According to the text, recruitment of salespeople in foreign countries is at times more difficult than recruiting them at home because:

answer

E. two of a, b, and c

question

The various methods of communicating with the firm's publics to secure a favorable impression are:

answer

C. public relations

question

Setting prices of goods for export for both unrelated and related firms is known as:

answer

B. international pricing

Chapter 15 MC: Marketing Internationally – Flashcards

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