Chapter 15 MC: Marketing Internationally

Marketers everywhere must:
E. all of a, b, and c
Marketers everywhere need to be able to:
D. two of the above
The int’l marketing manager’s task is more complex than that of the domestic marketing manager because:
E. all of a, b, and c
Generally, mgmt prefers global product standardization because:
E. all of a, b, and c
Mgmt would prefer global standardization of the marketing mix:
B. for cost savings
In spite of the advantages of global standardization, many firms find it necessary to:
B. modify the present mix or develop a new one for overseas markets
The product is:
D. a and b
The total product:
A. all of b, c, and d
When formulating product strategies, int’l marketing managers must remember that they are selling:
C. a total product
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
Generally, consumer products require ___ adaptation than (as) industrial products to meet the demands of the world market
A. greater
The continuum from insensitive to sensitive to foreign environment begins with ________ and ends with ________
B. industrial products; high-style and faddish consumer products
According to the text, ______ are the most insensitive to the foreign environment
C. industrial products
Generally, ________ products require greater modification to meet local market requirements worldwide
C. consumer
Generally, as marketers go down the economic and social strata in each country, they will tend to find:
B. dissimilarities among countries with respect to social and cultural values
In general, the deeper the desired immediate market penetration is:
B. the greater the product must be modified
Services are generally less complex to market globally than:
A. consumer products
Dissimilar cultural patterns generally necessitate changes in food and other:
B. consumer goods
The need to change the color of packages when selling a product in a new market is generally a result of the influence of:
D. cultural differences
In a code law country, a brand name belongs to the:
A. person registering it first
According to the text, a brand name has been pirated:
B. when it is registered by someone who hopes to profit by selling the name back to the originating firm
All forms of communication between a firm and its publics are:
B. promotion
When Lady Gaga took her act to India, she adapted her product, ____, to the local environment by _______.
E. two of a, b, and c
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?
E. none of the above
The promotional mix includes:
D. all of the above
The promotional mix includes:
A. personal selling
Of all the promotional mix elements, ________ is the one with the greatest similarities worldwide.
C. advertising
According to the text, among the appealing factors of online advertising in the international sphere is the following:
C. for some groups, the Internet may be among the best media choices
The attractions of using the internet as an int’l advertising medium include:
D. all of the above
Buyers of ______ usually act on the same motives worldwide
C. industrial products
Whether to position a product as foreign or local is a basic cultural decision for the marketer, and it seems to depend on:
E. two or a, b, and c
The experience of suppliers to the youth market indicates that this is an int’l market segment:
D. like the market for luxury goods
To avoid translation errors, the experienced advertising manager will use:
E. two of a, b, and c
A middle ground between an ad campaign that is standardized worldwide and an entirely local ad campaign is called a:
B. programmed-management approach
The importance of personal selling compared with advertising depends to a great extent on:
D. all of the above
According to the text, manufacturers of _______ rely more on personal selling than on advertising to communicate with their overseas markets
E. two of a, b, and c
Evidence suggests that:
A. the internet can be an effective tool in personal selling, when used to build trust
According to the text, recruitment of salespeople in foreign countries is at times more difficult than recruiting them at home because:
E. two of a, b, and c
The various methods of communicating with the firm’s publics to secure a favorable impression are:
C. public relations
Setting prices of goods for export for both unrelated and related firms is known as:
B. international pricing
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