全球营销英文试题!基坎教材

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【精品课程】国际市场营销各章英语习题

Chapter 1 Introduction1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?2.What is meant by global localization? Is Coca-Cola a global product?Explain.3.Describe some of the global marketing strategies available to companies.Give examples of companies using the different strategies.4.How do the global marketing strategies of the Harley-Davidson andToyota differ?5.Describe the difference among ethnocentric, polycentric, regiocentric, andgeocentric management orientations.6.Identify and briefly describe some of the forces that have resulted inincreased global integration and the growing importance of global marketing.7.Define leverage and explain the different types of leverage utilized bycompanies with global operations.8.What, in your view, is the future of a company such as Renault? Will it beable to continue as an independent company? Why? Why not?9.What are some major trends in the world that will affect marketing?Chapter2 Entry and Expansion Strategies1.What are the alternative tools or strategies for expanding internationally?What are the major advantages and disadvantages of each strategy?2.The president of XYZ Manufacturing Company of Buffalo, New York,comes to you with a license offer from a company in Osaka. In return for sharing the company’s patents and know-how, the Japanese company will paya license fee of 5 percent of the ex-factory price of all products sold based onthe U.S. company’s license. The president wants your advice. What would you tell him?3.What are the differences among companies at international, multinational,global, and transnational stages of development? Find examples of companies that fit the characteristics of each of these types.4.Why is exporting from the United States dominated by large companies?What, if anything, could be done to increase exports from smaller companies?5.What six criteria should be assessed when evaluating potential exportmarkers?6.What does it take to be a successful exporter?7.Which strategic options for market entry or expansion would a smallcompany be likely to pursue? A large company?Chapter3 The Global Economic Environment1.Explain the differences among a market allocation economic system, acommand allocation system, and a mixed system.2.What are the stages of national market development, and what percentageof world income is found in each of the stages?3.What is the pattern of income distribution in the world today? How dodeveloping country markets compare with high-income country markets in the proportion of income going to the bottom and the top 20 percent of the population?4. A manufacturer of long-range radios is assessing the world marketpotential for his product. He asks you if he should consider developing countries as potential markets. How would you advise him?5.Are income and standard of living the same thing? What is meant by theterm “standard of living”?6.Describe the similarities and differences among a free trade area, acustoms union, a common market, and an economic union. Give an example of each.Chapter 4 The Social and CulturalEnvironmentof Global Marketing1.What is culture? Is there such a thing as a cultural universal or culturaluniversals: If your answer is affirmative, give an example of a cultural universal. If it is negative, explain why there is no such thing.2.Can Hofstede’s cultural typologies help marketers better understandcultures outside their home country? Is you answer is yes, explain how, and if it is no, explain why not.3.Explain the self-reference criterion. Go to the library and find examples ofproduct failures that might have been avoided through the application of the SRC.4.What is the difference between a low-context culture and a high-contextculture? Give an example of a country that is an example of each type, and provide evidence for your answer. How does this apply to marketing?5.Consider the equation Y= f(A, B, C, D, E, F, G), where Y stands forconsumption of soft drinks and D is the variable for cultural elements. How would this equation help a soft-drink marketer understand demand for soft drinks in global markets?Chapter5 The Political, Legal, and RegulatoryEnvironments of Global Marketing1.What is sovereignty? Why is it an important consideration in the politicalenvironment of global marketing?1Briefly describe some of the differences that relate to marketing between the legal environments of a country that embraces common law as opposed to a country that observes civil law.2Global marketers can avoid legal conflicts by understanding the reasons conflicts arise in the first place. Identify and describe several legal issues that relate to global commerce. What alternatives are available from a marketing perspective?3See you in court” is one way to respond when legal issues arise. What other approaches are possible?Chapter6 Global Marketing Information4What is the major source of information for headquarters executives of global companies?5What are the different modes of information acquisition? Which is the most important for gathering strategic information?6Assume that you have been asked by the president of your organization to devise a systematic approach to scanning. The president does not want to be surprised by major market or competitive developments. What would you recommend?7What is the difference between existing, latent, and incipient demand? How might these differences affect the design of a marketing research project?8Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?9How does the Internet affect market information systems?Chapter7 Segmentation, Targeting, and Positioning10What is a global market segment? Pick a market that you know something about, and describe the global segments for this market.11Identify the major geographic and demographic segments in global markets. has been an early winner in the on-line book business. Which market segments has Amazon served? Are the Amazon target market segments in the United States and the rest of the world identical?13Smoking is on the decline in high-income countries where the combination of longer life expectancy, education, income, and legal action has created a powerful anti-smoking campaign. Global tobacco companies are shifting their focus from high income to emerging markets where the combination of rising income and theabsence of anti-smoking campaigns is leading to ever-increasing demand for cigarettes. Is this shift in focus by global tobacco companies ethical? What, if anything, should residents in high-income countries do about the rise in smoking in emerging markets?Chapter8 Product Decisions1.What is the difference between a product and a brand?2.What are the differences among a local, an international, and a globalproduct or brand? Cite examples.3.What criteria should global marketers consider when making productdesign decisions?4.How can buyer attitudes about a product’s country of origin affectmarketing strategy?5.Identify several global brands. What are some of the reasons for the globalsuccess of the brands you chose?6.Briefly describe various combinations of product/communicationstrategies available to global marketers. When is it appropriate to use each?Chapter9 Global Marketing Channelsand Physical Distribution1.What factors influence the channel structures and strategies available toglobal marketers?2.What is “cherry picking”? What approaches can be used to deal with thisproblem?pare and contrast the typical channel structures for consumer productsand industrial products.4.Briefly discuss the global issues associated with physical distribution andtransportation logistics. Cite one example of a company that is making efficiency improvements in its physical distribution.5.What special distribution challenges exist in Japan? What is the best wayfor a non-Japanese company to deal with these challenges?Chapter 10 Pricing Decisions1.What are the three basic factors affecting price in any market? Whatconsiderations enter into the pricing decision?2.Identify some of the environmental constraints on global pricing decision3.What is “dumping”? Is it an important trade issue or a red herring?4.What is a transfer price? What is the difference, if any, between a transferprice and a “regular” price? What are three methods for determining transfer prices?5.What are three alternative approaches to global pricing? Which one wouldyou recommend to a company that has global market aspirations?6.If you were responsible for marketing CAT scanners worldwide (averageprice, $1,200,000) and your country of manufacture was experiencing a strong and appreciating currency against almost all other currencies, what options are available for adjusting prices to take into account the strong currency situation?Chapter 11 Globalcommunication1.In what ways can global brands and global advertising campaigns benefit acompany?2.How does the standardized-versus-localized debate apply to advertising?3.When creating advertising for world markets, what issues must artdirectors and copywriters take into account?4.How do the media options available to advertisers vary in different partsof the world? What can advertisers do to cope with media limitations in certain countries?5.What is the role of public relations in global marketing?6.What is the role of sales promotion in the marketing mix? How do theseroles differ for industrial and consumer products?7.Does the role of promotion in the marketing mix vary from one country tothe next for the same product?8.How does personal selling differ in international markets?9.What effect will the Internet have on global promotion?10.One important impact is that buyers will be able to scan the world to get thebest price for the product of their choice. The balance of power will shift from producers to consumers; price disparities in different parts of the world are likely to be diminished as producers adjust to the new world of price transparency.Chapter 12 Leading, Organizing theGlobal Marketing Effort14What are the major variables influencing control in a global company?15What is the major complaint of managers in subsidiary companies about the control practices of headquarters?16What is a global marketing audit?17What kind of planning problems develop in the headquarters of a global company?18What are the problems in planning at the country or subsidiary level in a global company?19How would you advise a company manufacturing a line of construction equipment to organize on a global scale?。

全球商业运营策略考试试题及解答英文版

全球商业运营策略考试试题及解答英文版Global Business Operations Strategy Exam Questions and AnswersQuestion 1: What are the key factors to consider when developing a global business operations strategy?Answer: The key factors to consider when developing a global business operations strategy include market analysis, cultural differences, political environment, legal regulations, financial considerations, and supply chain logistics.Question 2: How can a company ensure successful global expansion?Answer: A company can ensure successful global expansion by conducting thorough market research, adapting products to local preferences, establishing strong partnerships, investing in talent development, and continuously monitoring and adjusting strategies.Question 3: What are the common challenges faced by companies in global business operations?Answer: Common challenges faced by companies in global business operations include language barriers, cross-cultural communication issues, geopolitical instability, currency fluctuations, trade barriers, and supply chain disruptions.Question 4: How can companies mitigate risks in global business operations?Answer: Companies can mitigate risks in global business operations by diversifying their market presence, implementing robust risk management strategies, maintaining strong relationships with stakeholders, staying informed about geopolitical developments, and having contingency plans in place.Question 5: What are the benefits of implementing a global business operations strategy?Answer: The benefits of implementing a global business operations strategy include access to new markets, economies of scale, increased innovation through cross-cultural collaboration, enhanced brand reputation, and opportunities for talent development and growth.Question 6: How can companies ensure compliance with international legal regulations in their global operations?Answer: Companies can ensure compliance with international legal regulations in their global operations by partnering with local legal experts, conducting regular audits, staying informed about regulatory changes, and implementing robust compliance programs.Question 7: What role does technology play in global business operations?Answer: Technology plays a crucial role in global business operations by enabling seamless communication, efficient supply chainmanagement, data analytics for informed decision-making, and automation of repetitive tasks.Question 8: How should companies approach cultural differences in their global operations?Answer: Companies should approach cultural differences in their global operations with sensitivity, open-mindedness, and a willingness to adapt. Building cross-cultural competence, fostering diversity and inclusion, and promoting cultural awareness among employees are key strategies.Question 9: How can companies leverage strategic partnerships in their global business operations?Answer: Companies can leverage strategic partnerships in their global business operations by collaborating with complementary businesses, sharing resources and expertise, expanding market reach, and achieving mutual growth objectives.Question 10: What are the emerging trends in global business operations?Answer: Emerging trends in global business operations include digital transformation, sustainable practices, agile supply chains, remote work arrangements, and increased emphasis on corporate social responsibility.。

全球营销-基坎-第六版-前言题库-答案

PrefaceThis test bank is for the sixth edition of the book Global Marketing by Warren J. Keegan and Mark C. Green, published by Pearson Prentice Hall. This edition of the book has been revised and updated from the earlier edition. It is very well organized into 17 Chapters. Questions and choices are provided in a similar format for all chapters. The text bank contains 40 True and False questions; 40 Multiple Choice questions; and 10 essay type questions for all 17 chapters. The questions are organized based on the chapter pages, and the difficulty level of each question is provided. Correct answers to all questions, including the essay questions, are provided for each question.This Test Item File supports Association to Advance Collegiate Schools of Business (AACSB) International AccreditationEach chapter of the Test Item File was prepared with the AACSB curricula standards in mind. Where appropriate, the answer line of each question indicates a category within which the question falls*. This AACSB reference helps instructors identify those test questions that support that organization’s learning goals.*Please note that not all test questions will indicate an AACSB category.What is the AACSB?AACSB is a not-for-profit corporation of educational institutions, corporations and other organizations devoted to the promotion and improvement of higher education in business administration and accounting. A collegiate institution offering degrees in business administration or accounting may volunteer for AACSB accreditation review. The AACSB makes initial accreditation decisions and conducts periodic reviews to promote continuous quality improvement in management education. Pearson Education is a proud member of the AACSB and is pleased to provide advice to help you apply AACSB Learning Standards.What are AACSB Learning Standards?One of the criteria for AACSB accreditation is the quality of the curricula. Although no specific courses are required, the AACSB expects a curriculum to include learning experiences in such areas as: ∙Communication∙Ethical reasoning∙Analytical skills∙Use of information technology∙Multiculturalism and diversity∙Reflective thinkingThese six categories are AACSB Learning Standards. Questions that test skills relevant to these standards are tagged with the appropriate standard. For example, a question testing the moral questions associated with externalities would receive the Ethical Reasoning tag.How can I use these tags?Tagged questions help you measure whether students are grasping the course content that aligns with AACSB guidelines noted above. In addition, the tagged questions may help to identify potential applications of these skills. This, in turn, may suggest enrichment activities or other educational experiences to help students achieve these goals.Care was taken to include questions that will challenge the creativity of students, rather than their memorization skills. Business cases and examples were used for many questions so that students can relate to the chapters in the textbook. Special effort was given to the selection of questions so that all important concepts in each chapter are adequately covered. Answers to the essay questions are prolonged but complete, with the expectation that instructors will use their discretion when evaluating the answers to the questions.It is expected that this test bank will be of immense help to instructors teaching undergraduate as well as graduate level courses. The flow of the questions runs parallel to the pages in each chapter so it will be easy to select appropriate questions. We hope that instructors will find this test bank to be a useful supplement to the textbook and other teaching aids.Mahmood A. Khan, Ph.D.Professor, Pamplin College of BusinessVirginia Tech, National Capital Region。

国际市场营销全球营销学每章课后习题答案

全球营销学第四版每章课后习题答案第一章Introduction to Global Marketing1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?P31、Surpass the competition at the task of creating perceived value for customers2、The Guide line is the value equation –Value = Benefits/Price (Money, Time, Effort, Etc.)P42.What is mean by “global localization”?（全球本土化策略）Is Coca-Cola a globalproduct? Explain.The phrase “global localization” represents an attempt to capture the spirit of the rallying cry for o rganizations in the 21st century, namely, “think globally, act locally.”Most people will agree that Coca-Cola is a global product by virtue of the fact that it is available in more than 195 countries in red cans bearing the distinctive signature style. It must be noted, however, that customer service efforts are adapted to the needs of particular markets, e.g., vending machines in Japan. Thus, Coca-Cola is both global and local.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world markets; 2. standardization versus adaptation is the extent to which each marketing mix element can be standardized or adapted in various country markets; 3. concentration of marketing activities is the extent to which activities related to marketing mix are performed in one or a few country locations; 4. coordination of marketing activities is the extent to which activities related to marketing mix are performed interdependently around the globe; 5. integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of world are interdependent.Examples: 1. Coke is the best-known, strongest brand, as the Coca-Cola Company, supporting its Coke, Fanta, and Powerade brands with marketing mix elements both that are globe and local, is adept at adapting sales promotion, distribution, and customer service efforts to local needs;2. Mcdonald’s business model is a restaurant system that can be set up virtually anywhere in the world and offers core menu items-hamburgers, French fries, and soft drinks-in most countries, and the company also customizes menu offerings according to local eating customs.4.How do the global marketing strategies of Harley-Davidson and Toyota differ?Harley-Davidson motorcycles are known the world over as “the” all-American motorcycle. Harley’s mystique and heritag e are associated with the USA. The company backs up this positioning with exports from two U.S. manufacturing locations. By contrast, Toyota builds some models (e.g., Camry and Avalon) for the U.S. market in the U.S., a fact that Toyota stresses in its American ad. Thus, Harley-Davidson serves global markets while sourcing locally, while Toyota’s strategy calls for serving world markets and using the world as a source of supply.5.Describe the difference between ethnocentric, polycontric, regiocentric, andgeocentric management orientations.The premise of an ethnocentric orientation is that home country products and management processes are superior. An ethnocentric company that neither sources inputs from, nor seeks market opportunities in the world outside the home country may be classified as an domestic company. A company that does business abroad while still presuming the superiority of the home country may be classified as an international company. Such a company would rely on an extension strategy whereby it would export, without adaptation, products designed for the domestic market.The polycentric orientation that predominates at a multinational company leads to aview of the world in which each country markets is different from the others. Local country managers operating with a high degree of autonomy adapt the marketing mix in a polycentric, multinational company. Managers who are regiocentric or geocentric in their orientations recognize both similarities and differences in world markets. Market opportunities are pursued using both extension and adaptation strategies. The regiocentric and geocentric orientations are characteristic of global transnational companies.OrEthnocentric orientation: home country is superior to the rest of the world, sees similarities in foreign countries，leads to a standardized or extension approach; Polycentric orientation: the opposite of ethnocentrism, each country in which a company does business is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; management`s goal is to develop an integrated regional strategy; Geocentric orientation：views the entire world as a potential market and strives to develop integrated world market strategies.6.Identify and briefly describe some of the forces that have resulted in increased globalintegration and the growing importance of global marketing.P21+Driving Forces：Regional economic agreements、Market needs and wants、TechnologyTransportation and communication improvements、Product development costs、Quality、World economic trends、LeverageRestraining Forces：Management myopia、Organizational culture、National controls 7.Define leverage and explain the different types of leverage utilized by companieswith global operations.Define leverage：P25第二章The Global Economic Environment1.Explain the difference between market capitalism, centrally planned capitalism,centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.Market capitalism is an economic system in which individuals and firms allocate resources and production resources are privately owned. (England).Centrally planned capitalism is an economic system in which command resource allocation is utilized extensively in an environment of private resource ownership. (Sweden)Centrally planned socialism, in this type of economic system, the state has broad powers to serve the public interest as it sees fit. (Former Soviet Union)Market socialism, in such a system, market allocation policies are permitted within an overall environment of state ownership. (China)2.What is a BEM? Identify the BEMs according to their respective stages of economicdevelopment.P53P56-583. A manufacture of satellite dishes is assessing the world market potential for hisproducts. He asks you if he should consider developing countries as potential markets.How would you advise him?Despite the difficult economic conditions in parts of developing countries, many nations will involve into attractive markets.One of marketing’s roles in developing countries is to focus resources on the task of creating and delivering products that are best suited to local needs and incomes. The role of marketing to indentify people’s needs and wants is the same in all countries, irrespective of level of economic development. It is also an opportunity to help developing countries join the information age.And P654.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs areranked. What does the result tell you in terms of the relevance of the index to global marketers?P52第三章Social and Cultural Environments1.What are some of the elements that make up culture? How do these find expression inyour native culture?Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguish one society from another.Culture is acted out in social institutions, such as, family, education, religion, government, business.2.What is the difference between a low-context culture and a high-context culture?Give an example of a country that is an example of each type and provide evidence for your answer.PPT 第四章4-63.How can Hofstede’s cultural typologies help Western marketers better understandAsian culture?P874.Explain the self-reference criterion(自我参照准则). Go to the library and findexamples of product failures that might have been avoided through the application of the SRC.Unconscious reference to one’s own cultural values; creates cultural myopia5.Briefly explain the social research of Everrtt Rogers regarding diffusion ofinnovations,……P94pare and contrast USA and Japan in terms of traditions and organizationalbehavior and norms.第四章The Legal and Regulatory Environments of Global Marketing1.What is sovereignty? What is it an important consideration in the politicalenvironment of global marketing?sovereignty2.Describe some of the sources of political risk. Specially, what forms can political risktake?Tension between aspirations and realityPrimarily occurs in lower and lower-middle income countries–Indonesia and economic crisisWhen political risk occurs in high income countries, it is generally due to a long-standing conflict–Northern IrelandP1423.Briefly describe some of the differences between the legal environment of a countrythat embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasons conflictsarise in the first place. Identify and describe several legal issues that relate to global commerce.Intellectual PropertyAntitrustContractualLicensing and Trade Secrets5.“See you in court” is one way to respond when legal issues arise. What otherapproaches are possible?LitigationFormal arbitration–Settles disputes outside of court–Groups agree to abide by panel’s decision1958 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards–Most important treaty regarding international arbitration第五章Global Information Systems and Market Research1.Explain two information technology puts powerful tools in the hands of globalmarketers.Modern IT tools provide the means for a company's marketing information system and research functions to provide relevant information in a timely, cost –efficient, and actionable manner.Electronic data interchange (EDI) allows business units to submit orders, to issue invoices, to conduct business electronically, Wal-Mart legendary for its EDI, save time and money, enables retailers to improve inventory management. Transaction formats are universalEfficient Consumer Response (ECR) This is in addition to EDI, an effort for retailers and vendors to work closely on stock replenishment(补充). ECR can be defined as a joint initiative by members of a supply chain to work toward improving and optimizing(最优化) aspects of the supply chain to benefit customersIntranet, Electronic Point of Sale (EPOS), Data Warehouses are also helping businesses improve their ability to target consumers and increase loyalty.2.What are the different modes of information acquisition? Which is the most importantfor gathering strategic information?3.4、Outline the basic steps of the market research process.5、What is the difference between existing, latent, and incipient demand? How mightthese differences affect the design of a marketing research project?Demand and profit potential, in turn, depend in part on whether the market being studied can be classifieds existing or potential. Existing markets are those in which customer needs are already being served by one or more companies. In some instances, there is no existing market to research and. information may be readily available. A latent market is in essence, an und iscovered segment .It’s a market in which demand would materialize if an appropriate product were made available. An incipient market is a market that will emerge if particular economic demographic, political, or sociocultural trend continues. A company is not likely to achieve satisfactory results if it offers a product in an incipient market before the trends have taken root.Market growth, brand loyalty, market segment, product, sales promotion, pricing, distribution, will be different in marketing research project.6.Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?A number of techniques are available for analyzing survey data.Factor analysis can be used to transform large amount of data into manageable units. It is useful in psychographic segmentation studies or creating perceptual maps; cluster analysis allows the researchers to group variables into clusters that maximize within-group similarities and between-group differences. It can be used to do global marketing research, to perform benefit segmentation, and to identify new product opportunities. Multi dimensional scaling is another technique for creating perceptual maps which is particular useful when there are many product to choose and consumers have difficulty in verbalizing their conceptions. Conjoint analysis is used to gain insights into the combination of features that will be the most attractive to consumers. It is useful when determines the values and utilities of the various levels of product features and plots them graphically.第六章Segmentation, Targeting, and Positioning1.differentiate the five basic segmentation strategies. Give an example of a companythat has used each one.P170-P1831、IncomePopulationsAge distributionGenderEducationOccupation2、Grouping people according to attitudes, value, and lifestyles3、4、Benefit segmentation focuses on the value equation–Value = Benefits / Price5、The population of many countries includes ethnic groups of significant size2.Explain the difference between segmenting and targeting.P200pare and contrast standardized, concentrated, and differentiated global marketing.Illustrate each strategy with an example from a global company.Standardized global marketing is mass marketing on a global scale with undifferentiated target marketing (Revlon International)Concentrated global marketing, involves devising a marketing mix to reach a niche. A niche is simply a single segment of the global market. (Germany`s Winter halter) Differentiated global marketing, represents a more ambitious approach than concentrated target marketing with multi-segment targeting and two or more distinct markets (Rover)4.5.What is positioning? Identify the different positioning strategies presented in thechapter and give examples of companies or products that illustrate each.Locating a brand in consumers’minds over and against competitors in terms of attributes and benefits that the brand does and does not offer.P192-1956.What is global consumer culture positioning? What other strategic positioningchoices do global marketers have?Identifies the brand as a symbol of a particular global culture or segment.P1967.What is high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.High-tech products are sophisticated technologically complex, and/or difficult to explain or understand, and frequently evaluated in terms of their performance against established objective standards. High-tech global consumer positioning also works well for special interest products associated with leisure of recreation.High-touch products, consumers are generally energized by emotional motives rather than rational ones, and frequently evaluated in terms of their performance against established subjective, aesthetic terms.Some products can be positioned using both strategies, with both satisfying buyers’ rational criteria and evoking an emotional response. Nokia, for example, combines technical performance with a fashion orientation.第七章Global Market Entry Strategies:1.What are the advantages and disadvantages of using licensing as a market entry tool?Give examples of companies from different countries that use licensing as a global marketing strategy.Advantages to LicensingProvides additional profitability with little initial investmentProvides method of circumventing tariffs, quotas, and other export barriersAttractive ROILow costs to implementDisadvantages to LicensingLimited participationReturns may be lostLack of controlLicensee may become competitorLicensee may exploit company resourcesP2062.What is foreign direct investment? What forms can FDI take?P209Partial or full ownership of operations outside of home countryForms:Joint ventures–Minority or majority equity stakes–Outright acquisition3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuable toFord---the physical assets or the name?P2154.What is meant by the phrase global strategic partnership? In what ways does this formof market entry strategy differ from more traditional forms such as joint ventures? Participants remain independent following formation of the allianceParticipants share benefits of alliance as well as control over performance of assigned tasksParticipants make ongoing contributions in technology, products, and other key strategic areasPPT3055.What are Keiretsu? How does this form of industrial structure affect companies thatcompete with Japan or that are trying to enter the Japanese market?PPT307书P2276.Which Strategic options for market entry or expansion would a small company belikely to pursue? A large company?StrategiesCompanies must decide to expand by:–Seeking new markets in existing countries–Seeking new country markets for already identified and served market segments第八章Product and Brand Decisions1.What is the difference between a product and a brand?A product is a good, service, or ideaBrandsBundle of images and experiences in the customer’s mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand ImageThe added value that accrues to a product as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time2.How do local, international, and global products differ? Cite examplesLocal Product is one that has achieved success in a single national market and represents the lifeblood of domestic companies. （Coca-cola, ginseng beverage only in Japan）International product is offered in several markets in a particular region (Euro-product, only in euro zone)Global product meets the wants and needs of a global market and is offered in all world regions (personal stereos)3.What are some of the elements that make up a brand? Are these elements tangible orintangible?IntangibleP2414.What criteria should global marketers consider when making product designdecisions?In many instances, packaging is an integral element of product-related design decisions. Packaging is designed to protect or contain the product during shipping；Labeling provides consumers with various types of information; Aesthetics differ around the world. Global marketers must understand the importance of visual aesthetics; Product Warranties is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure. Warranties can be used as a competitive tool5.How can buyer at titudes about a product’s country of origin affect marketing strategy?买家对于原产国的态度对营销策略有什么影响？Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries–Japan–Germany–France–ItalyP252-2546.Identify several global brands. What are some of the reasons for the global success ofthe brands you chose?Both products and brand are good……7.Briefly describe various combinations of product-communication strategies availableto global marketers. When is it appropriate to use each?Product-communication extension (dual extension) is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market. It used frequently with industrial (business to business) products.Product extension-communication adaptation strategy is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used frequently when consumer conceptions outside the home market are very different from domestic marketProduct adaptation-communication extension is an approach to global product planning is to extend, without change, the basic home-market communications strategy while adapting the product to local use or preference conditions. It used frequently when natural conditions outside the home market are very different from domestic market Product-communication adaptation (dual adaptation) strateg y is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the home market, environmental conditions or consumer preferences differ;第九章Pricing Decisions1.What are the basic factors that affect price in any market? What considerations enterinto the pricing decision?In global marketing, the task of setting prices is complicated by fluctuating exchange rates. Currency fluctuations can create significant problems and opportunities for the classic international company that exports from the home country.Inflation, or a persistent upward change in price levels, is a problem in many country markets. It can be caused by an increase in the money supply and currency devaluation. Governmental policies and regulations that affect pricing decisions include dumping legislation, resale price maintenance legislation, price ceilings, and general reviews of price levels.Pricing decisions are bounded not only by cost and nature of demand but also by competitive action.Competitive Behavior: If competitors do not adjust their prices in response to rising costs it is difficult to adjust your price to maintain operating margins; If competitors are manufacturing or sourcing I a lower-cost country, it may be necessary to cut prices to stay competitiveThe global marketer has several options for addressing the problem of price escalation orthe environmental factors described in the last section.2.Define the various types of pricing strategies and objectives available to globalmarketers.Market Skimming and Financial Objectives: Market Skimming charges a premium price which may occur at the introduction stage of product life cyclePenetration Pricing and Non-Financial Objectives: Penetration Pricing charges a low price in order to penetrate market quickly which appropriates to saturate market prior to imitation by competitors3.Identify some of the environmental constraints on global pricing decisions. Currency FluctuationsInflationary EnvironmentGovernment Controls, Subsidies, RegulationsCompetitive BehaviorSourcing4.Why do price differences in world markets often lead to gray marketing?Because price differences in world markets lead to trademarked products are exported from one country to another where they are sold by unauthorized persons or organizationsGray marketing occurs when product is in short supply, when producers use skimming strategies in some markets, and when goods are subject to substantial mark-ups 5.What is dumping? Why was dumping such an important issue during the UruguayRound of GATT negotiations?Sale of an imported product at a price lower than that normally charged in a domestic market or country of origin.P2966.What is transfer price? Why is it an important issue for companies with foreignaffiliates(外国子公司)? Why did transfer pricing in Europe take on increased importance in 1999?The transfer price is that Pricing of goods, services, and intangible property bought and sold by operating units or divisions of a company doing business with an affiliate in another jurisdiction.P2997.What is the difference between ethnocentric, polycontric, and geocentric pricingstrategies? Which one would you recommend to a company that has global market aspirations?P291-292 PPT240-242pare and contrast the different forms of countertrade.Countertrade occurs when payment is made in some form other than moneyOptions–BarterThe least complex and oldest form of bilateral, non-monetary counter-tradeA direct exchange of goods or services between two parties–Counter-purchase P303-304–Offset–Compensation trading–Cooperation agreements–Switch trading第十章Global Marketing Channels and Physical Distribution1.In what ways can channel intermediaries create utility for buyers?ObjectivesMarketing channels exist to create utility for customers–Place utility -availability of a product or service in a location that is convenient to a potential customer–Time utility -availability of a product or service when desired by a customer–Form utility -availability of the product processed, prepared, in proper condition and/or ready to use–information utility -availability of answers to questions and general communicationabout useful product features and benefits2.What factors influence the channel structures and strategies available to globalmarketers?B2CThe characters of both buyers and products have an important influence on channel design.The number of individual buyers and their geographic distribution, income, shopping habits and different channel approaches.Products characters such as degree of standardization, perishability, bulk, service requirements, and unit price have an impact as well.Channels tends to be longer as the number of consumers to be served increases and the price per unit decreases. Bulky products usually require channel arrangements that minimize the shipping distances and the number of times products change hands before they reach the ultimate customer.B2BAs is true with consumer channels, product and consumer characteristics have an impact on channel structure. Three basic elements are involved: the manufacture's sales force, distributors or agents and wholesalers.Channel strategy in a global marketing program must fit the company's competitive position and overall marketing objectives in each national market.market factors: consumer profiles, market size and location of country.3.What is cherry picking? What approaches can be used to deal with this problem?P323pare and contrast the typical channel structures for consumer products andindustrial products.P340 PPT252-2555.Identify the different forms of retailing and cite an example of each form. Identifyretailers from as many different countries as you can.PPT258-259 P3256.Identify the four retail market expansion strategies discussed in the text. What factorsdetermine the appropriable mode?Organic–Company uses its own resources to open a store on a green field site or acquire one or more existing retail facilitiesFranchise–Appropriate strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structuresChain Acquisition–A market entry strategy that entails purchasing a company with multiple existing outlets in a foreign countryJoint Venture–This strategy is advisable when culturally distant, difficult-to-enter markets are targeted 7.What special distribution challenges exist in Japan? What is the best way for anon-Japanese company to deal with these challenges?第十一章Global Marketing Communications Decisions:Advertising and Public Relations1.In what ways can global brands and global advertising campaigns benefit a company? P3482.How does the “standardized versus localized” debate apply to advertising?Four difficulties that compromise an organization’s communicat ion efforts–The message may not get through to the intended recipient.–The message may reach the target audience but may not be understood or may even be misunderstood.–The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender.–The effectiveness of the message can be impaired by noise.。

全球营销-基坎-第六版-第六章题库-答案

Global Marketing, 6e (Keegan/Green)Chapter 6 Global Information Systems and Market Research1) One component of a firm's MIS is a business intelligence (BI) network that helps managers make decisions; one of its major objectives is to enable manipulation of the data obtained by interactive access.Answer: TRUEDiff: 1 Page Ref: 1712) Intranet is a private network that allows authorized company personnel or outsiders to share information electronically in a secure fashion.Answer: TRUEDiff: 2 Page Ref: 172AACSB: Use of IT3) EDI links with vendors to enable retailers to improve inventory management and restockhot-selling products in a timely, cost-effective manner.Answer: TRUEDiff: 2 Page Ref: 172AACSB: Use of IT4) ECR is a joint initiative by members of the supply chain to work towards improving and optimizing aspects of the supply chain to benefit managers.Answer: FALSEDiff: 2 Page Ref: 172-173AACSB: Use of IT5) Supply chain innovations, such as radio frequency identification tags (RFID), are likely to provide increased momentum for ECR.Answer: TRUEDiff: 2 Page Ref: 172-173AACSB: Use of IT6) CRM tools allow companies like Credit Suisse, AT&T, and Hewlett-Packard to determine which customers are most valuable and to react in a timely manner with customized products and service offerings that closely match customer needs.Answer: TRUEDiff: 2 Page Ref: 173AACSB: Use of IT7) In the EU companies that use CRM to collect data about individual consumers must satisfy the regulations in each of the member countries.Answer: TRUEDiff: 2 Page Ref: 173AACSB: Use of IT8) The term "safe harbor agreement" applies to privacy issues pertaining to the companies that gather information about consumers.Answer: TRUEDiff: 2 Page Ref: 173-174AACSB: Reflective Thinking9) Direct sensory perception such as seeing, feeling, hearing, smelling, or tasting is the best way to know what is going on in a country rather than taking information from secondary sources. Answer: TRUEDiff: 2 Page Ref: 175AACSB: Reflective Thinking10) Market research is the project-specific, systematic gathering of data and is the activity that links the consumer, customer, and public to the marketer through information.Answer: TRUEDiff: 2 Page Ref: 176AACSB: Reflective Thinking11) Market research may prevent psychological overload that may be faced by a company entering more than one new geographic market.Answer: TRUEDiff: 2 Page Ref: 176AACSB: Reflective Thinking12) The first step in global marketing research is the collection of data.Answer: FALSEDiff: 2 Page Ref: 176AACSB: Reflective Thinking13) Market research should focus on finding out how a potential customer can be changed into an actual customer.Answer: TRUEDiff: 2 Page Ref: 178AACSB: Reflective Thinking14) Mattel toys thought that Barbie would be as popular in Japan as it is the United States. This assumption was due to the self-reference criterion (SRC).Answer: TRUEDiff: 2 Page Ref: 180AACSB: Reflective Thinking15) An awareness of SRC can help ensure that the research effort is designed with minimal home-country or second-country bias.Answer: TRUEDiff: 2 Page Ref: 180AACSB: Reflective Thinking16) Global marketing research in countries such as China and India should be conducted mainly using the entire country as the unit of analysis.Answer: FALSEDiff: 2 Page Ref: 180AACSB: Reflective Thinking17) By definition, secondary data is data gathered from country markets that rank as "secondary" in terms of income and population figures.Answer: FALSEDiff: 2 Page Ref: 181-18218) In addition to big, showy, custom motorcycles, Harley-Davidson has a broad range of bikes that well suit European riding habits.Answer: TRUEDiff: 1 Page Ref: 18119) Companies wishing to minimize the cost and effort associated with market research should start by collecting and analyzing primary data.Answer: FALSEDiff: 2 Page Ref: 181-183AACSB: Reflective Thinking20) Industrial growth patterns generally reveal consumption patterns, which in turn can be helpful in knowing production patterns that can be used in assessing market opportunities.Answer: TRUEDiff: 2 Page Ref: 181-183AACSB: Reflective Thinking21) If a market researcher would like to know how much the typical Nigerian consumer spends on soft drinks, the information can be obtained from GNP or GDP.Answer: FALSEDiff: 2 Page Ref: 181-183AACSB: Reflective Thinking22) Market researchers should be alert to the fact that the quality of government statistics can vary greatly from country to country.Answer: TRUEDiff: 2 Page Ref: 181-183AACSB: Reflective Thinking23) The small markets around the world and the relatively low profit potential justifies only modest expenditures for market research.Answer: TRUEDiff: 2 Page Ref: 184AACSB: Reflective Thinking24) If Avon would like to sell cosmetics in India, a good estimate can be achieved by researching the average wage of an office secretary.Answer: TRUEDiff: 2 Page Ref: 184AACSB: Analytic Skills25) Triangulation is a useful method in global market research where data is collected from three different sources within the same country.Answer: FALSEDiff: 2 Page Ref: 184AACSB: Reflective Thinking26) Demand and market potential depend, in part, on whether the market being studied can be classified as existing or potential.Answer: TRUEDiff: 2 Page Ref: 185-186AACSB: Reflective Thinking27) Toyota's decision to launch the new Sienna minivan in the United States reflects the company's understanding of latent and incipient markets.Answer: FALSEDiff: 2 Page Ref: 185-186AACSB: Reflective Thinking28) Japanese companies relied heavily on traditional survey research in identifying the potential market for fax machines.Answer: FALSEDiff: 2 Page Ref: 185-186AACSB: Analytic Skills29) Motorola learned the hard way that there was no latent market for a premium-priced global satellite telephone service.Answer: TRUEDiff: 2 Page Ref: 187AACSB: Reflective Thinking30) Volkswagen, Peugeot, Chrysler, and other global automakers have established manufacturing operations in China since they consider it to be an incipient market.Answer: TRUEDiff: 2 Page Ref: 186AACSB: Analytic Skills31) It will be convenient to do a telephone survey in rural areas in China since, according to the Ministry of Information Industry reports, 40 percent households have at least one fixed-line telephone.Answer: FALSEDiff: 2 Page Ref: 186AACSB: Analytic Skills32) "Back translation" is a technique used to ensure that currency conversion is performed correctly when financial statements of foreign subsidiaries are consolidated with financial statements at headquarters.Answer: FALSEDiff: 2 Page Ref: 188AACSB: Reflective Thinking33) "Back translation" is a technique whereby a survey or other document that has been translated is returned (i.e. "sent back") to the translator for corrections.Answer: FALSEDiff: 2 Page Ref: 188AACSB: Reflective Thinking34) Nielsen now uses an electronic device for getting national audience data, which is known as a peoplemeter.Answer: TRUEDiff: 2 Page Ref: 188AACSB: Reflective Thinking35) A marketer of breakfast cereals might send researchers to preselected households at 6 a.m. to watch families go about their morning routinesAnswer: TRUEDiff: 2 Page Ref: 188-18936) When using a "projective technique," the researcher presents close-ended or ambiguous stimuli to a subject in a focus groupAnswer: FALSEDiff: 2 Page Ref: 190AACSB: Reflective Thinking37) In global marketing research, it is important to establish scalar equivalence when obtaining information from different countries.Answer: TRUEDiff: 2 Page Ref: 190-191AACSB: Reflective Thinking38) In marketing research, factor analysis is a useful technique for reducing large quantities of data to a few underlying dimensions.Answer: TRUEDiff: 2 Page Ref: 191-192AACSB: Reflective Thinking39) It is advisable to present marketing research findings, including complex quantitative analysis and terminology, to executives so that they will fully comprehend the analysis.Answer: FALSEDiff: 2 Page Ref: 196AACSB: Reflective Thinking40) Many global firms are creating flattened organizations, with less hierarchical, less centralized decision-making structures, which facilitate the exchange and flow of information.Answer: TRUEDiff: 2 Page Ref: 197AACSB: Reflective Thinking41) In addition to providing a means for gathering, analyzing, classifying, storing, retrieving, and reporting relevant data, MIS should also cover:A) a company's external environment.B) customers.C) competitors.D) strategy.E) all of the aboveAnswer: EDiff: 2 Page Ref: 171AACSB: Reflective Thinking42) Reed Krakoff, head designer for Coach Brand handbags and accessories stated "When something doesn't sell, I never say, 'Well, people didn't understand it.' If people don't understand it, it doesn't belong in the store." This statement underscores the fact that:A) consumer preference changes with time.B) seasonal variation and store displays are important.C) market research is vital for success.D) Coach Brand is not very popular.E) people dislike brands that are newly introduced.Answer: CDiff: 2 Page Ref: 171-172AACSB: Reflective Thinking43) A(n) ________ is a company's private data network, accessible only by authorized persons inside the organizationA) electronic data interchange (EDI)B) internetC) intranetD) EPOSE) EDIAnswer: CDiff: 1 Page Ref: 17244) Which of the following is an IT tool designed specifically to help retailers work more closely with vendors on stock replenishment?A) BOLDB) ECRC) data warehouseD) projectionE) EDIAnswer: BDiff: 1 Page Ref: 172-17345) Which of the following can be defined as a business philosophy that values two-way communication between a company and individual customers?A) ECRB) CRMC) EDID) EPOSE) BOLDAnswer: BDiff: 2 Page Ref: 17346) One of the key advantages of an EDI (Electronic Data Interchange) system is:A) it allows easy access to all company data to vendors.B) its transaction formats are universal.C) it allows third-party transmission connections to company data.D) it saves both time and money by using different languages.E) vendors receive orders by voice mail.Answer: BDiff: 2 Page Ref: 172-173AACSB: Use of IT47) CRM tools allow companies such as Credit Suisse, AT&T , Hewlett-Packard and others to determine:A) warranty of products sold to consumers.B) amount paid by consumers in different countries.C) which customers are most valuable.D) the use of credit cards for payment.E) the use of laptop computers by customers.Answer: CDiff: 3 Page Ref: 172-173AACSB: Reflective Thinking48) Direct Sensory Perception provides a vital background for the information that comes from human and documentary sources since:A) it provides second-hand information.B) it is easy and most economical way of collecting data.C) it means first-hand seeing, feeling, hearing, smelling, and tasting.D) it involves reading and reviewing documents.E) top executives are involved in getting first-hand information.Answer: CDiff: 3 Page Ref: 175-176AACSB: Reflective Thinking49) Which of the following environmental factors may require marketers to adjust their approach to conducting international as opposed to domestic marketing research?A) Researchers must be prepared for new parameters of doing business.B) Company personnel must come to grips with a new set of culture-based assumptions about conducting business.C) Research may help reduce psychological overload.D) Researchers may have to broaden the definition of competitors to include competitive pressures not present in the domestic market.E) all of the aboveAnswer: EDiff: 2 Page Ref: 176-177AACSB: Reflective Thinking50) A vice-president of a shoe company was in India to assess the market. He found that many people in the southern part of India were walking bare footed. This can be indicative of either the fact that there is a potential market for shoes or there is no market for shoes in that part of the world. To formally confirm one instinct or the other the vice-president should:A) establish an office to start manufacturing shoes in India.B) give free shoe samples to a selected group of customers.C) conduct a research to find the potential and actual customers.D) find out if that is true for other Asian countries.E) give up the idea of doing business in India.Answer: CDiff: 2 Page Ref: 178AACSB: Analytic Skills51) When Mattel first introduced Barbie in Japan, managers assumed that Japanese girls would find the doll's design just as appealing as American girls did. This may be due to:A) Barbie's physical features such as long legs and blonde hair.B) Barbie being a symbol of American lifestyle.C) the SRC tendency on the part of American managers.D) the SRC tendency on the part of Japanese consumers.E) the limited competition for dolls in Japan.Answer: CDiff: 2 Page Ref: 178-180AACSB: Reflective Thinking52) Which of the following lists some of the steps in the market research process in the correct order?A) determine information requiremen→problem definition→choose unit of analysis→examine data availability→assess value of researchB) problem definition→assess value of research→determine information requirement→choose unit of analysis→examine data availabilityC) examine data availability→problem definition→choose unit of analysis→assess value of research→determine information requirementD) choose unit of analysis→assess value of research→problem definition→determine information requir ement→examine data availabilityE) examine data availability→assess the value of research→problem definition→presentation Answer: ADiff: 2 Page Ref: 178-18453) Anyone undertaking a market research project should understand that the first step is:A) setting the budget.B) determining the methodology to use.C) deciding who will see the final report.D) defining the problem.E) determining the information requirement.Answer: EDiff: 2 Page Ref: 17854) For consumer products, qualitative research is especially well suited to:A) get close to the consumer.B) describe the cultural context of consumer behavior.C) identify core brand equity.D) identify what people really feel.E) all of the aboveAnswer: EDiff: 2 Page Ref: 178-184AACSB: Reflective Thinking55) Potential markets can be subdivided into:A) latent and parallel markets.B) existing and incipient markets.C) latent and incipient markets.D) existing and latent markets.E) incipient and existing markets.Answer: CDiff: 2 Page Ref: 185AACSB: Reflective Thinking56) Marketers must be aware of the impact of SRC and other cultural assumptions since:A) it can have several positive effects on market planning.B) it enhances management's willingness to pursue market research.C) it can help ensure that the research effort is designed with minimal home-country bias.D) it can help ensure that the research effort is designed with minimal second-country bias.E) All of the above are correct.Answer: EDiff: 2 Page Ref: 178-180AACSB: Reflective Thinking57) Which of the following is not true of secondary data about global markets?A) It was not gathered specifically for the research project at hand.B) It is often so expensive that small companies can't afford to use it.C) It can be accessed quickly.D) A great deal is available from government agencies.E) It cannot be retrieved on-line.Answer: BDiff: 1 Page Ref: 181-18258) Harley-Davidson intentionally limits the production of motorcycles in spite of the high demand in order to:A) restrict sales to a limited number of countries.B) use available resources conservatively.C) keep the quality high.D) increase the selling price.E) sell other bikes manufactured by them.Answer: CDiff: 2 Page Ref: 18159) Which of the following correctly reflects marketing expert David Arnold's recommendations for companies engaged in global market research?A) use multiple indicatorsB) develop customized measures specific to an industry or productC) conduct comparative assessments in neighboring countriesD) observation should be weighted more heavily than statements of purchase intentionE) all of the aboveAnswer: EDiff: 2 Page Ref: 184AACSB: Reflective Thinking60) When the Coca-Cola Company convened focus groups in Europe and Asia to assess potential market acceptance of a contoured aluminum soft drink can, it was attempting to collect ________ dataA) primaryB) secondaryC) incipientD) quantitativeE) MISAnswer: ADiff: 2 Page Ref: 185-186AACSB: Reflective Thinking61) The decision by Toyota executives to introduce the Sienna minivan in the U.S. market was based on their study of a(n) ________ marketA) existingB) latentC) parallelD) incipientE) globalAnswer: ADiff: 2 Page Ref: 185AACSB: Analytic Skills62) The international marketing manager of an office furniture company ordered a research report on global telecommunications equipment sales. The report noted that, in the early 1990s, AT&T was awarded a $4 billion contract to provide communication network products and services in Saudi Arabia. The manager took this as a cue to put Saudi Arabia on her information agenda, reasoning that office furniture sales would increase as the country's telephone system was improved. As described here, the marketing manager is viewing Saudi Arabia as a(n):A) latent market.B) incipient market.C) cluster market.D) existing market.E) primary market.Answer: BDiff: 2 Page Ref: 186AACSB: Reflective Thinking63) Predicting economic and income growth rates is particularly important when researching which type of market?A) existing marketsB) latent marketsC) parallel marketsD) incipient marketsE) local marketsAnswer: DDiff: 3 Page Ref: 186AACSB: Reflective Thinking64) Tools that can be used for collecting primary data include:A) survey research and interviews.B) consumer panels and observation.C) focus groups and survey research.D) interviews and observation.E) all of the aboveAnswer: EDiff: 1 Page Ref: 186-18865) When a survey questionnaire in English is translated into Korean for use in South Korea and then translated back into English to check its accuracy it is described as:A) incipient translation.B) comparative translation.C) native translation.D) parallel translation.E) back translation.Answer: EDiff: 2 Page Ref: 188AACSB: Reflective Thinking66) When a trained person is recording the items selected in a grocery cart or basket, the research method is known as:A) observation.B) survey research.C) focus study.D) secondary data collection.E) personal interviews.Answer: ADiff: 2 Page Ref: 188-189AACSB: Reflective Thinking67) It has been reported by Nielsen that there is a significant drop-off in viewership among American men aged 18 to 34. This group was found to be spending more time surfing the internet or playing video games during prime TV viewing hours. In order to get accurate data, a monitor unit was provided to selected households that detect when a TV set is turned on and the channel to which it is tuned. This monitoring system is called:A) focus group study instrument.B) personal interviews assessor.C) the pedometer.D) the consumer panel analyzer.E) the peoplemeter.Answer: EDiff: 2 Page Ref: 188AACSB: Reflective Thinking68) Manufacturers of Splenda, a low calorie sugar, wanted to arrange a focus group to find out its use in different markets. Open-ended questions were used in order to secure the unconscious attitudes and biases held by the subjects. This type of technique is known as:A) scaling technique.B) qualitative technique.C) projective technique.D) reactivity technique.E) MDS technique.Answer: CDiff: 3 Page Ref: 190AACSB: Analytic Skills69) In Singapore Coca-Cola wanted to develop an advertisement program. They selected a group of teenagers in a room and a trained moderator facilitated discussion asking questions on brand's image, advertisement, social trends, TV watching habits, and snack usage. This type of research is called:A) survey research.B) observational studies.C) comparison studies.D) focus group research.E) experimental research.Answer: DDiff: 2 Page Ref: 190AACSB: Analytic Skills70) In Mexico City, only 55-60% of the population owns a telephone. The number drops to less than 50% in Guadalajara and Monterey, and 35% or lower in other cities. This will complicate the task of market researchers hoping to use a telephone survey to obtain a ________ of the Mexican population.A) probability sample.B) convenience sample.C) secondary sample.D) focus group sample.E) quota sample.Answer: ADiff: 2 Page Ref: 191AACSB: Reflective Thinking71) One study of adult involvement in household tasks revealed greater similarities between the UK and the U.S. compared with France, Belgium, and French Canada. Thus, the U.S. and UK were "twins" based on common language. This study is an example of:A) market latency.B) conjoint analysis.C) factor analysis.D) multidimensional scaling.E) cluster analysis.Answer: EDiff: 3 Page Ref: 193AACSB: Analytic Skills72) When consumers have difficulty in verbalizing their perceptions and there are different alternative brands of toothpaste, what is the best method of judging them in terms of similarity?A) cluster analysisB) MDSC) dependence techniquesD) factor loadingE) focus groupAnswer: BDiff: 3 Page Ref: 193-194AACSB: Analytic Skills73) Suppose Apple has collected extensive survey data about its new iPhone and respondents have rated it on twenty different features and benefits. Now researchers want to reduce the amount of data to a few underlying dimensions. Which data analysis technique should the researchers use?A) analogyB) conjoint analysisC) factor analysisD) multidimensional scalingE) cluster analysisAnswer: CDiff: 2 Page Ref: 192AACSB: Analytic Skills74) A market researcher who uses multidimensional scaling (MDS) will:A) attempt to estimate market size by analogy.B) ask respondents to rate a particular product or brand in terms of multiple characteristics or attributes.C) ask respondents to evaluate product or brand pairs in terms of similarity.D) attempt to determine the combination of product features that create the greatest utility for consumers.E) conduct a focus groupAnswer: CDiff: 3 Page Ref: 193-195AACSB: Analytic Skills75) Analyzing global income data, Volkswagen executives noted that Nigeria has approximately the same per capita income as China. However, if China had the same ratio of cars to people as Nigeria, there would be 10 million cars in China today, instead of 1.2 million. If this insight were stated as "925,000 cars are to Nigeria as 10 million cars are to China," Volkswagen executives would be using which form of data analysis?A) demand pattern analysisB) income elastic analysisC) polycentrismD) market estimation by analogyE) multidimensional scalingAnswer: DDiff: 2 Page Ref: 195-196AACSB: Reflective Thinking76) According to David Arnold there are four possible approaches to forecasting by analogy, which does not include which of the following?A) Data is available on a comparable product in the same country.B) Data is available on the same product in a comparable country.C) Data is available on the same product from an dependent distributor in a neighboring country.D) Data is available about a comparable company in the same country.E) Data is available on the same product in every country.Answer: EDiff: 2 Page Ref: 195-196AACSB: Reflective Thinking77) Catalog sales in the United States represent about 3 percent of overall retail sales; whereas in Germany they account for 5.8 percent. This suggests that there is a good chance of catalog marketing in Germany. This type of research is described as:A) demand pattern analysis.B) income elastic analysis.C) time series displacement.D) polycentrism.E) comparative analysis.Answer: EDiff: 2 Page Ref: 195-196AACSB: Reflective Thinking78) Which of the following is true about etic and emic approaches to country analysis?A) The etic and emic approaches are identical.B) An emic approach studies a culture from within; etic analysis is "from the outside."C) An emic approach studies a culture "from the outside"; etic analysis studies a culture from within.D) The emic/etic distinction is not useful in cultural studies.E) The emic/etic approaches cannot be applied to Asian countriesAnswer: BDiff: 2 Page Ref: 196-19779) A market research study of soft drink consumption and distribution in Hungary commissioned by an American company indicated that soft drinks were available in drugstores. However, Western-style drugstores do not exist in Hungary. This illustrates an important issue in global marketing research, namely:A) inflated data.B) using convenience samples.C) market estimation by analogy.D) comparability of data.E) using multiple dimensional scaling.Answer: DDiff: 3 Page Ref: 195AACSB: Analytic Skills80) Market research undertaken by Whirlpool helped tremendously by showing that:A) listening to customers is only possible in America.B) data collected in the U.S. should be applicable in Europe.C) consumers in different countries prefer different types of features.D) in China white colored washers will sell more since colored ones are expensive.E) in India it is not possible to use washers since "saris" are very long and delicate.Answer: CDiff: 3 Page Ref: 200-201AACSB: Analytic Skills81) Globalization puts tremendous pressure on companies to achieve as many economies as possible. How can IT provide valuable tools in global marketing research?Answer: There are different IT programs that can provide valuable tools for marketing. EDI (Electronic data interchange) links with vendors to enable retailers to improve inventory management and restock popular products in a timely, cost-effective manner. Also, effective consumer response (ECR) is another program which allows management to work more closely with vendors on stock replenishment. ECR systems utilize electronic point of sale (EPOS) data gathered by checkout scanners that help retailers identify product sales patterns as well as record consumer preferences separated by geographical areas. All these tools are also helpful in improving the ability of businesses to target consumers and increase loyalty. Customer relationship management (CRM) is another method by which a relationship is developed with the customer. It helps in determining which customers are most valuable and to react in a timely manner with customized product and service offerings that closely match customer needs. It also makes employees more productive and enhances corporate profitability. It also benefits customers by providing value-added products and services. Data warehouses store a company's CRM system as well as other IT systems. These data warehouses can provide multiple uses such as helping retailers with multiple store locations fine-tune their product assortments. In addition to internet, intranet can be a valuable tool, which can connect individuals within a company on a private basis. Diff: 2 Page Ref: 171-173AACSB: Use of IT82) Authors Michael Czinkota and Illka Ronkainen identified four specific environmental factors that may require international research efforts to be conducted differently than domestic research. Describe those factors to outline the differences.Answer: The four specific environmental factors that may require international research efforts to be conducted differently than domestic research are: (1) researchers must be prepared for new parameters for doing business. The requirements and ways in which rules are applied may differ from country to country. (2) A "cultural mega-shock" may occur as company personal come to grips with a new set of culture-based assumptions about conducting business. (3) a company entering more than one new geographic market faces a burgeoning network of interacting factors. Research may help prevent psychological overload in that case. (4) Company researchers may have to broaden the definition of competitors in international markets to include competitive pressures that would not be present in the domestic market.Diff: 2 Page Ref: 176AACSB: Reflective Thinking。

国际营销学试卷试卷 (1)

名词解释国际分销渠道长度品牌Economic globalizationPositioningStrategy简答题企业可以采用哪些全球品牌决策企业怎样选择国际目标市场，举例说明自然环境对国际市场营销战略的影响论述题自然环境国际营销学试卷填空题1.Product promotion price and distribution comprise an organization’s ( marketing mix )2.Factors that lead to partership succes : (mission ) ( strategy ) ( government ) ( culture ) ( management )3.According to philip.kotler of the there levels of a product include (core product)(tangible product)(augment product)4.The marketing communication mix consisus of four major tools:(advertising)(personal-sellings)(public relation)(sales promotion)5.There are five major products strategies in international marketing:产品和促销直接延伸策略；产品直接延伸、促销改变策略；产品改变、促销直接延伸策略；产品与促销双重改变策略；产品创新策略。

6.The sources of information mainly come from :直接信息，间接信息选择题1. Jones is very concerned about kissing another man on the check as a greeting when goes to do business in Europe. If jones choose to not follow this customs,it will most likely be ok since jonesis from another cuiture.jones”s situation would closely match which of the following custons formats? ( A )A:selectives B exctusives C imperatives D cuitural rules2.the ( C ) index measures the tolerance of social inequailtyA.individuatism collectivismB. uncertainty avoidanceC.power distanceD.consumer benavior3.A society that has a high uncertainty avoidance index score tends to be ( A )A.distrustful of new ideas or behaviorsB.dominated by indixidulas rather than by groupsC.dominated by groups rather than by indixidulasD.has greats distance between superiors and subordinates4.if the Unites states were to place an absolute restriction against purchases and importation of Libyan oli as a punishment for perceived support of global terrorism..。

全球营销-基坎-第六版-第十一章题库-答案

Global Marketing, 6e (Keegan/Green)Chapter 11 Pricing Decisions1) Price floor and price ceiling are two basic factors which determine the boundaries within which prices should be set.Answer: TRUEDiff: 1 Page Ref: 330- 3312) Price can be used as a strategic variable to achieve specific goals, including ROI, profit, and rapid recovery of product development costs.Answer: TRUEDiff: 2 Page Ref: 332AACSB: Analytic Skills3) The market skimming pricing strategy is a part of a deliberate attempt to reach a market segment that is willing to pay a premium price for a particular brand or for a specialized or unique product. Answer: TRUEDiff: 2 Page Ref: 332AACSB: Reflective Thinking4) "Market skimming" is a strategy that uses low prices as a competitive weapon to gain market position.Answer: FALSEDiff: 2 Page Ref: 332AACSB: Reflective Thinking5) The skimming pricing strategy is appropriate in the mature phase of the product life cycle. Answer: FALSEDiff: 2 Page Ref: 332AACSB: Reflective Thinking6) When Apple introduced iPhone in the United States in the summer of 2007 with a sale price of $ 599 it used skimming pricing strategy.Answer: TRUEDiff: 2 Page Ref: 332AACSB: Reflective Thinking7) Price can be used as a competitive weapon to gain or maintain market position.Answer: TRUEDiff: 2 Page Ref: 333AACSB: Reflective Thinking8) A market penetration pricing strategy calls for setting price levels that are high enough to quickly build market share.Answer: FALSEDiff: 2 Page Ref: 333AACSB: Reflective Thinking9) Penetration prices often mean that the product may be sold at a loss for a certain period of time. Answer: TRUEDiff: 2 Page Ref: 333AACSB: Reflective Thinking10) Sony used penetration pricing when it launched the Walkman personal stereo in 1979. Answer: TRUEDiff: 2 Page Ref: 333AACSB: Reflective Thinking11) Hewlett-Packard is the world's leading marketer of inkjet printers. H-P's printers are priced very low and margins are slim; by contrast, the company enjoys healthy margins on sales of replacement ink cartridges. This approach is sometimes known as "razors and blades" pricing. Answer: TRUEDiff: 2 Page Ref: 333-334AACSB: Reflective Thinking12) Toyota, Sony, Olympus, and Komatsu are some of the well-known Japanese companies that use target costing, a process which is also known as "design to cost."Answer: TRUEDiff: 3 Page Ref: 334AACSB: Reflective Thinking13) Vodaphone, AT&T and other cellular service providers buy handsets at prices set by Motorola, Nokia, and other manufacturers, and then subsidize the cost by offering significant discounts. Answer: TRUEDiff: 2 Page Ref: 334AACSB: Reflective Thinking14) If the terms of trade for an export transaction specify "ex-works," the exporter/seller pays all expenses incurred until the product is delivered to the importer/buyer's warehouse.Answer: FALSEDiff: 3 Page Ref: 338-339AACSB: Reflective Thinking15) To protect against possible losses from currency exchange rates, exporters add a charge known as "CIF" to the ex-works price of most export shipments.Answer: FALSEDiff: 2 Page Ref: 338-339AACSB: Reflective Thinking16) With a free on board (FOB) named port, the responsibility and liability of the seller ends at the docking point at the port.Answer: FALSEDiff: 2 Page Ref: 338AACSB: Reflective Thinking17) Currency fluctuations mean that companies doing business in global markets should regularly review prices and make adjustments when conditions dictate.Answer: FALSEDiff: 3 Page Ref: 340-341AACSB: Reflective Thinking18) Suppose the Japanese yen is weak in relation to the U.S. dollar. Japanese firms should be able to stress price benefits for products exported to the U.S.Answer: TRUEDiff: 2 Page Ref: 340-341AACSB: Reflective Thinking19) Suppose the Japanese yen is weak in relation to the U.S. dollar. Rather than stressing price benefits, Japanese companies exporting to the U.S. should emphasize quality improvements and after-sales service.Answer: FALSEDiff: 2 Page Ref: 340-341AACSB: Analytic Skills20) Within the Euro zone price transparency means that buyers will be able to comparison shop easily because goods are priced in euros as opposed to marks, francs, or lira.Answer: TRUEDiff: 2 Page Ref: 342AACSB: Reflective Thinking21) When domestic currency is weak, it is advisable to speed repatriation of foreign-earned income and collections.Answer: TRUEDiff: 2 Page Ref: 342AACSB: Reflective Thinking22) When domestic currency is strong, expenditures in the local (host country) should be minimized.Answer: FALSEDiff: 2 Page Ref: 342AACSB: Analytic Skills23) When domestic currency is weak, it is advisable to bill foreign customers in the domestic currency.Answer: FALSEDiff: 2 Page Ref: 342AACSB: Reflective Thinking24) Improved price transparency in the Euro zone leads to greater price disparities.Answer: FALSEDiff: 2 Page Ref: 342AACSB: Reflective Thinking25) In countries where high inflation is the rule, companies should make price adjustments to maintain operating margins.Answer: TRUEDiff: 2 Page Ref: 344-345AACSB: Reflective Thinking26) Louis Vuitton executives raised prices in 2008 and sales continued to increase.Answer: TRUEDiff: 2 Page Ref: 361-362AACSB: Reflective Thinking27) Germany has traditionally severely restricted competition in a number of industries. Answer: TRUEDiff: 2 Page Ref: 346AACSB: Reflective Thinking28) The video piracy problem is not confined to emerging markets. In the United States, losses from piracy exceed $1 billion each year for the movie industry as a whole.Answer: TRUEDiff: 2 Page Ref: 346AACSB: Reflective Thinking29) In some instances, deregulation represents a quid pro quo that will allow German companies wider access to other country markets.Answer: TRUEDiff: 2 Page Ref: 346AACSB: Reflective Thinking30) The open-skies agreement between the United States and Germany would allow Lufthansa to fly more routes within the United States.Answer: TRUEDiff: 1 Page Ref: 346AACSB: Reflective Thinking31) In the United States, Levi Strauss & Company has to face competitive behavior since JCPenny and Sears are both aggressively marketing their own brands.Answer: TRUEDiff: 2 Page Ref: 347AACSB: Reflective Thinking32) Marketers of domestically manufactured finished products may be forced to switch to offshore sourcing of certain components to keep costs and prices competitive.Answer: TRUEDiff: 2 Page Ref: 348AACSB: Reflective Thinking33) Dieter Zietsche, sales chief at Germany's Mercedes-Benz, once said that, in setting prices, "We know what the customer wants, and he will have to pay for it." This is an example of an ethnocentric pricing policy.Answer: TRUEDiff: 2 Page Ref: 348AACSB: Reflective Thinking34) When subsidiary country managers are given broad discretion to set prices in their markets, a polycentric pricing strategy is in evidence.Answer: TRUEDiff: 2 Page Ref: 348-349AACSB: Reflective Thinking35) In global marketing, there is no such thing as a "normal" margin for pricing.Answer: TRUEDiff: 2 Page Ref: 350AACSB: Reflective Thinking36) The terms "parallel importing" and "gray marketing" mean the same thing.Answer: TRUEDiff: 2 Page Ref: 350-351AACSB: Reflective Thinking37) A global company that uses market skimming as a pricing strategy is likely to invite charges of "dumping" by competitors in host-country markets.Answer: FALSEDiff: 2 Page Ref: 352-354AACSB: Reflective Thinking38) According to current GATT standards, governments cannot penalize foreign companies for dumping if the export price of a given product differs from the domestic price by less than 2 percent.Answer: TRUEDiff: 2 Page Ref: 353AACSB: Reflective Thinking39) Transfer pricing is a term that applies to transactions between different divisions or units of the same company.Answer: TRUEDiff: 2 Page Ref: 354-355AACSB: Reflective Thinking40) Lockheed and other military aircraft marketers are likely to face requests for offsets before closing a sale in the Middle East.Answer: TRUEDiff: 2 Page Ref: 357-358AACSB: Reflective Thinking41) Which pricing strategy would be most appropriate for a marketer of luxury designer brands?A) gray marketB) skimmingC) penetrationD) market holdingE) cost basedAnswer: BDiff: 2 Page Ref: 332AACSB: Reflective Thinking42) If the manufacturer of a sophisticated new consumer electronics product determines that many target consumers qualify as "innovators" and "early adopters" with relatively inelastic demand curves, the company should use the ________ pricing strategy:A) gray marketB) skimmingC) penetrationD) market holdingE) cost basedAnswer: BDiff: 2 Page Ref: 332AACSB: Reflective Thinking43) Which pricing strategy did Sony use when launching the Walkman personal stereo?A) gray marketingB) skimmingC) penetrationD) market holdingE) cost basedAnswer: CDiff: 2 Page Ref: 333AACSB: Reflective Thinking44) In India, consumers do not like to be locked in to long-term contracts and Apple distributes its iPhone exclusively through stores operated by Airtel, an India carrier, and Vodaphone. This is an example of:A) gray market.B) price bundling.C) market skimming.D) razors and blades.E) cost-based.Answer: DDiff: 2 Page Ref: 333-334AACSB: Reflective Thinking45) Excelsior Corp. launches a new hand-held personal digital assistant (PDA) for busy corporate executives. The initial retail price is set at $699. One year later, in an effort to reach a broader market, the price is lowered to $299. Which of the following describes the pricing strategies used by Excelsior Corp?A) skimming strategy followed by penetration strategyB) penetration strategy followed by cost based strategyC) penetration strategy followed by skimming strategyD) penetration strategy onlyE) skimming strategy onlyAnswer: ADiff: 2 Page Ref: 332-334AACSB: Reflective Thinking46) A firm without much export experience uses the rigid cost-based pricing method. Which of the following considerations is the exporter ignoring?A) Is the price competitive in view of local market conditions?B) Does the price reflect the product's quality?C) Will authorities in export markets view the price as reasonable or exploitative?D) Does the price take antidumping laws into consideration?E) all of the aboveAnswer: EDiff: 2 Page Ref: 335-337AACSB: Reflective Thinking47) Which pricing strategy has the advantage of being simple to calculate but the disadvantage of ignoring demand and competitive conditions?A) gray marketingB) skimmingC) penetrationD) market holdingE) cost basedAnswer: EDiff: 2 Page Ref: 335-337AACSB: Reflective Thinking48) Which of the following incoterms apply to all modes of transportation?A) ex-worksB) FASC) delivered duty paidD) FOBE) both A and CAnswer: EDiff: 3 Page Ref: 338AACSB: Reflective Thinking49) A manufacturer attempting to set prices for its products in export markets must realize that CIF, VAT, and distributor markup all lead to:A) currency devaluations.B) dumping charges.C) market skimming.D) price escalation.E) market penetration.Answer: DDiff: 2 Page Ref: 338-339AACSB: Reflective Thinking50) If a distributor's margins are based on the "landed" price of an import shipment, they will be based on:A) ex-works price.B) transportation costs.C) insurance costs.D) VAT.E) all of the aboveAnswer: EDiff: 2 Page Ref: 338-340AACSB: Reflective Thinking51) Which of the following does not contribute to price escalation in global marketing?A) shipping and insurance chargesB) value added taxes (VAT)C) different Incotherms as incentivesD) duties and tariffsE) fluctuating exchange ratesAnswer: CDiff: 2 Page Ref: 338-340AACSB: Reflective Thinking52) In July 2001, the euro's value relative to the dollar was about €1.00 = $0.85. By November 2009 the euro had strengthened to €1.00 = $1.48. All other things being equal, if a European-based global company wants to preserve margins for goods exported to the U.S. market, the company should:A) raise prices in dollars.B) switch to cost-based pricing.C) adopt a policy of market penetration pricing.D) reduce prices in dollars.E) use skimming pricing.Answer: ADiff: 3 Page Ref: 340-343AACSB: Analytic Skills53) Which of the following would not be used by an exporter with a weak home country currency?A) Expand product line and add more costly features.B) Speed repatriation of foreign-earned income.C) Buy advertising, insurance, and other services in home country market.D) Shift sourcing outside home country market.E) Exploit marketing opportunities in all markets..Answer: DDiff: 2 Page Ref: 342AACSB: Reflective Thinking54) Suppose a company selling in various country markets makes statements such as "we know what the customer wants, and he or she will have to pay for it." This is an indication of a(n)________ approach to setting prices.A) ethnocentricB) polycentricC) regiocentricD) geocentricE) adaptationAnswer: ADiff: 2 Page Ref: 348AACSB: Reflective Thinking55) According to a recent study of European industrial exporters, companies that utilized independent distributors would be most likely to utilize:A) ethnocentric pricing.B) polycentric pricing.C) regiocentric pricing.D) geocentric pricing.E) extension pricing.Answer: BDiff: 2 Page Ref: 349-350AACSB: Reflective Thinking56) Which automaker was described as using an ethnocentric approach to setting prices in the United States?A) ToyotaB) NissanC) VolkswagenD) MercedesE) LexusAnswer: DDiff: 3 Page Ref: 348AACSB: Reflective Thinking57) Which of the following pricing strategies recognizes both local market differences and the importance of headquarters input into pricing decisions?A) ethnocentric pricingB) polycentric pricingC) geocentric pricingD) rigid cost-based pricingE) extension pricingAnswer: ADiff: 2 Page Ref: 348AACSB: Reflective Thinking58) Which of the following would NOT be taken into account by a company using an ethnocentric approach to pricing decisions?A) the possibility of implementing a penetration strategyB) profitable price points that could be tied to local sourcing as opposed to home-country sourcingC) integration of price with other marketing mix elementsD) factors unique to individual country marketsE) none of the above would be taken into account by a company using ethnocentric pricing Answer: EDiff: 2 Page Ref: 348-349AACSB: Reflective Thinking59) If company managers decide to set the export price for a particular product at an amount equivalent to the home country price, they would be using which approach to pricing?A) ethnocentricB) polycentricC) regiocentricD) geocentricE) extension pricingAnswer: ADiff: 2 Page Ref: 348-349AACSB: Reflective Thinking60) The unauthorized distribution of trademarked goods to exploit price differentials in world markets is known as:A) market skimming.B) black marketing.C) gray marketing.D) dumping.E) licensing.Answer: CDiff: 2 Page Ref: 350-351AACSB: Reflective Thinking61) When Tag Heuer, a marketer of luxury watches, takes out newspaper ads urging consumers to purchase Tag Heuer products from authorized dealers only, the company is most likely attempting to combat the ________ problem.A) countertradeB) market holdingC) price escalationD) gray marketE) market skimmingAnswer: DDiff: 2 Page Ref: 350-351AACSB: Reflective Thinking62) In the early 1990s, the U.S. International Trade Commission ruled that several Japanese manufacturers were selling active-matrix flat panel display screens in the U.S. at less than fair value and thereby injuring the sole U.S. producer of similar screens. The ITC's ruling concerned:A) black marketing.B) market skimming.C) gray marketing.D) dumping.E) licensing.Answer: DDiff: 2 Page Ref: 350-351AACSB: Reflective Thinking63) Following the 1997 currency crisis in Asia, which American industry appealed to President Clinton for protection from foreign producers that were allegedly "dumping" products in the United States:A) auto industry.B) computer industry.C) steel industry.D) photo products industry.E) restaurant industry.Answer: CDiff: 2 Page Ref: 353AACSB: Reflective Thinking64) If a company sells products in export markets at prices that are below fair market value and that can harm producers in the export market, that company may be accused of:A) market skimming.B) using offsets.C) pursuing artificially high margins.D) dumping.E) gray marketing.Answer: DDiff: 2 Page Ref: 352-354AACSB: Reflective Thinking65) Germany's Bayer Group was fined millions of dollars to settle a lawsuit alleging it had conspired with ArcherDanielsMidland and other global companies to set prices for an enzyme used in animal feeds. What was the issue in this lawsuit?A) price skimmingB) market penetrationC) price bundlingD) price fixingE) dumpingAnswer: DDiff: 2 Page Ref: 354AACSB: Reflective Thinking66) Nintendo was fined nearly $ 150 million after it was determined that the video game company had colluded with European distributors. The distributors in countries with lower retail prices had agreed not to sell to retailers in countries with high prices. This is a classic example of:A) price skimming.B) market penetration.C) price bundling.D) price fixing.E) transfer pricing.Answer: DDiff: 2 Page Ref: 354AACSB: Reflective Thinking67) "Cost-based," "market-based," and "negotiated" are three approaches to:A) dumping.B) gray marketing.C) transfer pricing.D) price skimming.E) counter trade.Answer: CDiff: 1 Page Ref: 354-355AACSB: Reflective Thinking68) Joseph Quinlan, chief marketing strategist at Bank of America, estimated that about 25 percent of U.S. merchandise exports represent shipments by American companies to their foreign affiliates and subsidiaries. This situation underscores the importance of ________ in global marketing.A) dumpingB) gray marketingC) transfer pricingD) price skimmingE) price fixingAnswer: CDiff: 2 Page Ref: 354AACSB: Reflective Thinking69) Which of the following is true about proper use of the term "countertrade?"A) The term "countertrade" is interchangeable with "offsets."B) The term "countertrade" is interchangeable with "barter."C) The term "countertrade" is interchangeable with "counterpurchase."D) "Countertrade" is a blanket term that refers to several different types of business transactions.E) The term "countertrade" is interchangeable with "dumping."Answer: DDiff: 2 Page Ref: 356-357AACSB: Reflective Thinking70) The most general term for the global phenomenon involving reciprocal business interactions between parties in various countries is known as:A) switch trading.B) barter.C) offset.D) compensation trading.E) countertrade.Answer: EDiff: 2 Page Ref: 356-357AACSB: Reflective Thinking71) In the 1970s and 1980s, the arrangement by which PepsiCo received payment for soft drink products sold to the Soviet Union was:A) switch trading.B) barter.C) offset.D) compensation trading.E) counterpurchase.Answer: BDiff: 2 Page Ref: 357AACSB: Reflective Thinking72) The direct exchange of goods or services between parties in lieu of monetary payment is known as:A) barter.B) switch trading.C) offset.D) compensation trading.E) counterpurchase.Answer: ADiff: 2 Page Ref: 357AACSB: Reflective Thinking73) Which of the following forms of countertrade does not require use of money or credit between parties?A) barterB) switch tradingC) offsetD) compensation tradingE) none of the aboveAnswer: ADiff: 2 Page Ref: 357AACSB: Reflective Thinking74) Which type of countertrade arrangement is required by governments seeking to reduce the budgetary impact of expenditures for defense or telecommunications?A) barterB) switch tradingC) offsetD) compensation tradingE) none of the aboveAnswer: CDiff: 2 Page Ref: 357-358AACSB: Reflective Thinking75) To win a contract to supply the United Kingdom with AWACS military aircraft, Boeing agreed to purchase products from the UK whose value was equivalent to 130 percent of the contract. This type of pricing arrangement, which is common when the customer is a foreign government and the product has military applications, is known as:A) barter.B) switch trading.C) compensation trading.D) offset.E) dumping.Answer: DDiff: 3 Page Ref: 357-358AACSB: Reflective Thinking76) When one of the parties to a barter transaction is not willing to accept the goods included in the transaction, that party is likely to utilize the services of a:A) switch trader.B) Foreign Trade Organization.C) Foreign Sales Corporation.D) Mittelstand owner.E) broker.Answer: ADiff: 3 Page Ref: 358AACSB: Reflective Thinking77) Suppose that World Corp. signs a contract to build a lumber processing plant in Siberia. If World Corp. signs a second contract agreeing to take partial payment for the plant in the form of lumber products produced at the plant, it is engaging in:A) barter.B) switch trading.C) offset.D) compensation trading.E) a hybrid countertrade arrangement.Answer: DDiff: 3 Page Ref: 358AACSB: Reflective Thinking78) Which of the following companies would be most likely to use some form of countertrade when selling its products in developing countries?A) Procter & GambleB) Bell Helicopter TextronC) NokiaD) Mercedes-BenzE) Coca-ColaAnswer: BDiff: 3 Page Ref: 357AACSB: Analytic Skills79) Despite the high expenses associated with operating elegant stores and purchasing advertising space in upscale magazines, the premium retail prices that luxury goods like Louis Vuitton command translate into handsome profits. The Louis Vuitton brand alone accounts for 60 percent of LVMH's operating profit. On the other hand, Louis Vuitton spends $ 10 million annually battling:A) EU regulations.B) counterfeiters in countries such as Turkey, South Korea, & Italy.C) competitors in European countries.D) suppliers of needed materials.E) export freight and taxes.Answer: DDiff: 2 Page Ref: 361AACSB: Reflective Thinking80) Luxury good marketers found a new way to combat gray market imports into the United States. In March 1995, the U.S. Supreme Court let stand an appeals court ruling prohibiting a discount drugstore chain from selling Givenchy perfume with permission. The distinctive packaging of the perfume is also protected by the U.S. Copyright law. The ruling implies that:A) Givenchy can only be sold in copyrighted packages.B) Costco and Wal-Mart will no longer be able to sell Givenchy.C) Costco and Wal-Mart will be able to sell Givenchy with authorization.D) gray marketers will be able to market with authorization.E) discount drugstores cannot market a product resembling Givenchy's perfumes.Answer: CDiff: 2 Page Ref: 361AACSB: Analytic Skills81) How can price be used as a strategic variable to achieve specific financial goals? Under what conditions should skimming or penetration pricing be adapted as strategies?Answer: Price can be used as a strategic variable based on the financial goals such as return on investment, profit, and rapid recovery of research and product development costs. When financial criteria such as profit and maintenance of margins are the goals, the product quality and price becomes important aspects of the strategy. The market skimming pricing strategies is part of a deliberate attempt to reach a market segment that is willing to pay a premium price for a particular brand or for a specialized or unique product. The skimming price strategy is also appropriate in the introductory phase of the product life cycle when both production capacity and competition are limited. By deliberately setting a high price, demand is limited to innovators and early adopters, who are willing and able to pay the price. When Apple introduced iPhone the price used was skimming price. When the product enters the growth stage of the life cycle and competition increases, manufacturers start to cut prices. This strategy has been used widely in the consumer electronics industry. On the other hand, some companies are pursuing non-financial objectives with their pricing strategy. Price can, therefore, be used as a competitive weapon to gain or maintain market position. A market penetration pricing strategy calls for setting price levels that are low enough to quickly build market share. The first-time exporter seldom uses penetration pricing since it often means that the products may be sold at a loss for a certain length of time. Many companies, when they are not qualified for patent protection, use penetration pricing as a means of achieving market saturation before competitors copy their product.Diff: 2 Page Ref: 332-333AACSB: Reflective Thinking82) A working knowledge of incoterms can be a source of competitive advantage to anyone seeking an entry-level job in global marketing. What are "incoterms" and how are they classified? How are incoterms applied in global marketing?Answer: The internationally accepted terms of trade are known as "ncoterms." They are classified into four different categories. Ex-works (EXW) refers to a transaction in which the buyer takes delivery at the premises of the seller; the buyer bears all risks and expenses from that point on. Another category of incoterms is known as F-Terms in which there are different sets of terminologies. Free carrier (FCA) is a widely used term in global sales since it is suited for all modes of transport. Under FCA, transfer from seller to buyer is affected when the goods are delivered to a specified carrier at a specified destination. FAS (free alongside ship) is the incoterm for a transaction in which the seller places the shipment alongside, or available to, the vessel upon which the goods will be transported out of the country. The seller pays all charges up to that point. With free on board (FOB) the responsibility and liability of the seller do not end until the goods have cleared the ship's rail. Several other incoterms are known as "C-Terms" such as when goods are shipped (CIF) cost, insurance freight represents the risk of loss or damage to goods is transferred to the buyer once the goods have passed the ship's rail. In this sense, CIF is similar to FOB. If the terms of the sale are cost and freight (CFR), the seller is not responsible for risk or loss at any point outside the factory. A currency adjustment factor (CAF) is assessed to protect the seller from possible losses from disadvantageous shift in the currency exchange rates. All import charges are assessed against the landed price of the shipment (CIF value). Thus, these terminologies help in identifying who is responsible for what prices and at what point of exchange. In fact different incoterms for larger orders are used as incentives.Diff: 3 Page Ref: 338-340AACSB: Reflective Thinking83) The currency fluctuations in global markets have a big impact on international transactions. What actions can be adapted if the domestic currency is strong?Answer: Currency fluctuations complicate the task of setting prices. A weakening of the home country currency swings exchange rates in a favorable direction if the currency in the country of business is strong. An equally opposite effect can happen when the currency is strong. In responding to currency fluctuations, global marketers can utilize other elements of the marketing mix besides price. Other actions that can be taken if the domestic currency is strong are: (a) engaging in non-price competition by improving the quality of the products, delivery methods, or after-sale services; (b) improving productivity by taking actions that may result in cost reduction;(c) if possible, sourcing can be shifted outside the home country; (d) giving priority to exports to countries, either temporarily or permanently, with stronger currencies; (e) trimming profit margins and using marginal-cost pricing; (f) keeping the foreign-earned income in host country as well as slowing down collections; (g) maximizing expenditures in local currency of the host-country; (h) buying needed services aboard and paying them in local currencies; and (i) billing foreign customers in the domestic currency.Diff: 2 Page Ref: 340-343AACSB: Reflective Thinking。

ch14GlobalMarketingDecisions(全球营销-沃伦·J·基

• Internet Communications
PPT文档演模板
© 2005 Prentice Hall5/20/2020
ch14GlobalMarketingDecisions(全球营销,沃伦·J·基
Direct Marketing
• Any communication with a consumer or business recipient that is designed to generate a response in the form of:
PPT文档演模板
© 2005 Prentice Hall5/20/2020
ch14GlobalMarketingDecisions(全球营销,沃伦·J·基
The Strategic/Consultative Selling Model
PPT文档演模板
© 2005 Prentice Hall5/20/2020
PPT文档演模板
© 2005 Prentice Hall5/20/2020
ch14GlobalMarketingDecisions(全球营销,沃伦·J·基
Couponing
• Couponing
– Printed certificates entitle the bearer to a price reduction or some other special consideration for purchasing a particular product
• Market maturity can also be different from country to country
• Local perceptions of a particular promotional tool or program can vary

ch09Global Market Entry Strategies(全球营销,沃伦·J·基坎;第四版)

Chapter 9 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
Power Point by Kristopher Blanchard North Central University
© 2005 Prentice Hall
© 2005 Prentice Hall
5 Attributes of True Global Strategic Partnerships
Two or more companies develop a joint long-term strategy Relationship is reciprocal Partners’ vision and efforts are global Relationship is organized along horizontal lines (not vertical) When competing in markets not covered by alliance, participants retain national and ideological identities
Disadvantages
– Requires more investment than a licensing agreement – Must share rewards as well as risks – Requires strong coordination – Potential for conflict among partners – Partner may become a competitor
© 2005 Prentice Hall

全球营销-基坎-第六版-第十章题库-答案

Global Marketing, 6e (Keegan/Green)Chapter 10 Brand and Product Decisions in Global Marketing1) India's Suzlon Energy has become a major player in the wind-turbine industry due to an inefficient and inconsistent power distribution system.Answer: TRUEDiff: 1 Page Ref: 2962) The product P of the marketing mix is at the heart of the challenges and opportunities facing global companies today.Answer: TRUEDiff: 2 Page Ref: 2973) Brand equity is an example of a tangible product attribute.Answer: FALSEDiff: 2 Page Ref: 2974) Intangible attributes of a product includes the status associated with the product ownership. Answer: TRUEDiff: 2 Page Ref: 297AACSB: Reflective Thinking5) McDonald's golden arches have the great advantage of transcending language and therefore are very valuable to global marketers.Answer: TRUEDiff: 2 Page Ref: 299AACSB: Reflective Thinking6) Strong brand equity is more vulnerable to marketing crises and actions.Answer: FALSEDiff: 2 Page Ref: 2987) Coca-Cola has a noncarbonated ginseng-flavored beverage for sale only in Japan. Answer: TRUEDiff: 2 Page Ref: 299AACSB: Reflective Thinking8) Gillette reaps economies of scale associated with creating a single ad campaign for the world and the advantages of executing a single brand strategy.Answer: TRUEDiff: 1 Page Ref: 3009) A global brand has the same name and in some cases a similar image and positioning throughout the world.Answer: TRUEDiff: 2 Page Ref: 300AACSB: Reflective Thinking10) Like entertainment stars, sports celebrities, and politicians, global brands have become a lingua franca for consumers all over the world.Answer: TRUEDiff: 2 Page Ref: 300-301AACSB: Reflective Thinking11) Global brand is the same thing as global product.Answer: FALSE Diff: 2 Page Ref: 301AACSB: Reflective Thinking12) Global brands are symbols of cultural ideals and as such, marketers can use global consumer culture positioning (GCCP) to communicate a brand's global identity. Answer: TRUE Diff: 3 Page Ref: 301AACSB: Reflective Thinking13) The Sony Walkman is an example of combination or tiered branding, whereby a corporate name is combined with a product name.Answer: TRUEDiff: 2 Page Ref: 301AACSB: Reflective Thinking14) Sony is a global brand and the company's portable MP3 player is an example of a global product.Answer: TRUEDiff: 1 Page Ref: 30215) The "Intel Inside" campaign is an example of co-branding. Answer: TRUEDiff: 2 Page Ref: 302AACSB: Reflective Thinking16) The "Virgin" brand is a global brand with several brand extensions. Answer: TRUEDiff: 2 Page Ref: 302AACSB: Reflective Thinking17) According to the top brand rankings, Microsoft is the world's most valuable brand. Answer: FALSEDiff: 1 Page Ref: 303 AACSB: Reflective Thinking18) Robust economic growth and rising incomes mean that consumers in China, India, and other emerging markets can buy cell phones as status symbols.Answer: TRUEDiff: 2 Page Ref: 304AACSB: Reflective Thinking19) Coca-Cola, McDonald's, Singapore Airlines, Mercedes-Benz, and Sony are a few of thecompanies that have transformed local products and brands into global ones. Answer: TRUE Diff: 2 Page Ref: 307AACSB: Analytic Skills20) The basic human need to consume food and drink is not the same thing as wanting or preferring a Big Mac or a Coke.Answer: TRUEDiff: 2 Page Ref: 308AACSB: Reflective Thinking21) In countries like India and Vietnam, and other emerging markets, amenities such as refrigerators, flush toilets, and cell phones are considered as status symbols. Answer: TRUE Diff: 2 Page Ref: 309AACSB: Reflective Thinking22) Marketers in Gillette's Parker Pen subsidiary are confident that consumers in Malaysia and Singapore shopping for an upscale gift will buy the same Parker Pen as Americans shopping at Neiman Marcus.Answer: TRUEDiff: 2 Page Ref: 308AACSB: Analytic Skills23) Recent research has confirmed that the levels in Maslow's hierarchy are the same in the United States and Asia.Answer: FALSEDiff: 2 Page Ref: 307-308AACSB: Reflective Thinking24) Recent research has suggested that, in Asia, the highest level needs in Maslow's hierarchy pertain to status.Answer: TRUEDiff: 2 Page Ref: 309-310AACSB: Reflective Thinking25) In Hellmut Schutte's modified hierarchy to explain the needs and wants of Asian consumers the last three levels are affiliation, admiration, and self actualization.Answer: FALSEDiff: 2 Page Ref: 308-309AACSB: Reflective Thinking26) Finland is home to Nokia, which rose in stature from a local brand to a global brand in little more than a decade.Answer: TRUEDiff: 2 Page Ref: 310AACSB: Reflective Thinking27) Studies conducted during the 1970s and 1980s indicated that the "made in the USA" imagelost ground to the "made in Japan" image.Answer: TRUEDiff: 2 Page Ref: 310AACSB: Reflective Thinking28) Many consumers consider products with labels such as "Made in Bangladesh" and "Made in Brazil" to be of inferior quality and valueAnswer: TRUEDiff: 2 Page Ref: 310-311AACSB: Reflective Thinking29) Scotland's top export category is information technology.Answer: TRUEDiff: 2 Page Ref: 310-311AACSB: Reflective Thinking30) In Germany, product packaging must conform to Green Dot regulations as part of "Eco-packaging." Answer: TRUEDiff: 2 Page Ref: 311AACSB: Reflective Thinking31) The European Union now requires mandatory labeling for some foods containing genetically modified ingredients.Answer: TRUEDiff: 2 Page Ref: 313AACSB: Reflective Thinking32) In 2008, the United States enacted a country-of-origin labeling (COOL) law, which requires supermarkets to display information that identifies the country that meat, poultry, and certain other food products come from.Answer: TRUEDiff: 2 Page Ref: 313AACSB: Reflective Thinking33) Packaging aesthetics such as color or shape of a product, label, or package are very important for Japanese consumers.Answer: TRUEDiff: 2 Page Ref: 313-314AACSB: Reflective Thinking34) Due to the European Commission's regulation, McDonald's cannot give away soft-plastic toys with its Happy Meals in Europe.Answer: TRUEDiff: 2 Page Ref: 315AACSB: Reflective Thinking35) Apple launched its iPhone in the United States in mid-2007 and in the following months, it was gradually rolled out in several more markets. This is an example of the dual-extension strategy.Answer: TRUEDiff: 2 Page Ref: 316-317AACSB: Reflective Thinking36) Unilever reformulated its Cif brand spray cleaner to do a better job on grease in Italy since it was found that Italian women are not interested in labor-saving conveniences compared to cleanliness.Answer: TRUEDiff: 2 Page Ref: 319AACSB: Reflective Thinking37) A company that is oriented towards product "platforms" is likely to be pursuing a product adaptation approach to global marketing.Answer: TRUEDiff: 2 Page Ref: 323AACSB: Reflective Thinking38) Products that fall under the dynamically continuous innovation category require more R & D expenditures.Answer: FALSEDiff: 2 Page Ref: pp. 322-323AACSB: Reflective Thinking39) Sony created a new market when it introduced VCRs, which can be considered as an example of discontinuous innovations.Answer: TRUEDiff: 2 Page Ref: 322-323AACSB: Reflective Thinking40) Whenever a new product interacts with human, mechanical, or chemical elements, there is the potential for a surprising and unexpected incompatibility.Answer: TRUEDiff: 2 Page Ref: 324AACSB: Reflective Thinking41) Generally speaking, which of the following statements is true concerning product attributesA) Tangible product attributes are more important than intangible ones.B) Intangible product attributes are more important than tangible ones.C) Both tangible and intangible product attributes are important.D) Neither tangible nor intangible product attributes are important.E) A product has more attributes than tangible and intangible ones.Answer: CDiff: 2 Page Ref: 297AACSB: Reflective Thinking42) Advertising, company name, news stories, and promotion activities are a few of the elements that contribute to a company's:A) logo development.B) brand equity.C) brand image.D) co-branding effort.E) brand label.Answer: CDiff: 2 Page Ref: 298-299AACSB: Reflective Thinking43) Apple and Nokia both market phones but their brand image differentiates them, which with Apple can be partially attributed to all of the factors except:A) iPhone has user-friendly features.B) Nokia's uses alphanumeric names for products.C) iPhone has more brand equity than Nokia.D) Apple's CEO has more media presence than Nokia's.E) Nokia's brand image is more skewed toward technology.Answer: CDiff: 2 Page Ref: 298AACSB: Reflective Thinking44) ______ represents the cumulative added value of a company's investment in the marketing of a brand over time.A) Brand extensionsB) Co-brandingC) Brand imageD) Brand equityE) Brand loyaltyAnswer: DDiff: 2 Page Ref: 298-299AACSB: Reflective Thinking45) For nearly 60 years, DeBeers has used the advertising slogan "A diamond is forever." Such a long-term investment in marketing is central to developing:A) brand extensions.B) co-branding.C) local brands.D) brand equity.E) brand marks.Answer: DDiff: 2 Page Ref: 298-299 AACSB: Reflective Thinking46) In recent years, the Coca-Cola Company has been plagued by such problems as employee lawsuits over diversity issues, deteriorating bottler relations, a production stoppage, and a disastrous product recall in Belgium. Taken together, these problems could dilute the company's .A) brand extension programB) co-branding effortsC) international brandsD) brand equityE) product/communications extension strategyAnswer: DDiff: 2 Page Ref: 298-299 AACSB: Reflective Thinking47) The Nike swoosh, McDonald's golden arches, and Apple's rainbow apple are all examples of:A) non-word marks.B) brand extensions.C) brand symbols.D) global brands.E) both A and C Answer: E Diff: 2 Page Ref: 298-299 AACSB: Reflective Thinking48) Sony is famous worldwide for its Walkman personal stereo. Which of the following reflects the most accurate use of marketing terminologyA) "Sony," "Walkman," and "personal stereos" are global brands.B) "Sony" is a global brand, "Walkman" and "personal stereo" are global products.C) "Sony," "Walkman," and "personal stereos" are global products.D) "Sony" and "Walkman" are global brands; "personal stereo" is a global product.E) "Sony" only is a global brand and the rest are descriptors. Answer: DDiff: 2 Page Ref: 298-299 AACSB: Reflective Thinking49) Around the world, various brands of personal computers are sold with Pentium processors. This fact is often used as a selling point, with advertising that proclaims "Intel Inside." Which branding concept does such advertising reflectA) brand equityB) co-brandingC) brand imageD) brand extensionE) tiered brandingAnswer: BDiff: 2 Page Ref: 298-299AACSB: Reflective Thinking50) As outlined by branding expert Kevin Keller, the benefits of strong brand equity include all of the following except:A) greater loyalty.B) more vulnerability to marketing actions.C) less vulnerability to marketing crises.D) more inelastic consumer response to price increases.E) more elastic consumer response to price decreases.Answer: BDiff: 2 Page Ref: 298-299AACSB: Reflective Thinking51) British entrepreneur Richard Branson has built a global business empire by:A) relying on brand extension.B) being the first to use smart cards in major markets.C) developing local brands.D) avoiding consumer businesses with established leaders.E) restricting the "Virgin" name only to airlines.Answer: ADiff: 2 Page Ref: 302-303AACSB: Reflective Thinking52) Which of the following is NOT in the top five of the world's most valuable brands and determined by Business Week(2008)A) SonyB) MicrosoftC) Coca-ColaD) GEE) NokiaAnswer: ADiff: 2 Page Ref: 303AACSB: Reflective Thinking53) Maslow's hierarchy is applicable to global marketing because it can help explain how:A) basic human needs can drive the development of global products.B) "self-actualization" is the highest-order need in Japan as well as Western nations.C) status needs in different countries can only be fulfilled with localized products.D) "luxury badging" is irrelevant to companies marketing in Asia.E) Asians differ from Westerners in their basic physiological needs. Answer: ADiff: 2 Page Ref: 307-309AACSB: Reflective Thinking54) Alfred Zeien, former chairman of Gillette, once noted that his company's Parker Pen unit does not have to develop a special model for Malaysia and Singapore because shoppers worldwide seek the same things when buying a gift that will serve the recipient as a status symbol. This insight relates to which level of Maslow's hierarchy of needsA) physiologicalB) safetyC) socialD) esteemE) self-actualizationAnswer: DDiff: 2 Page Ref: 308-309AACSB: Reflective Thinking55) Comparing the traditional formulation of Maslow's hierarchy with the results of current research on the consumer needs and motivation in Asia, which of the following is correctA) The lowest 2 levels of the hierarchy are the same in the traditional and Asian versions.B) The lowest 3 levels of the hierarchy are the same in the traditional and Asian versions.C) The lowest 4 levels of the hierarchy are the same in the traditional and Asian versions.D) The five levels in the traditional formulation apply equally in the West and in Asia.E) The highest levels of the hierarchy are same in the traditional and Asian versions. Answer: A Diff: 3 Page Ref: 307-309AACSB: Reflective Thinking56) Which of the following is NOT one of the levels in the Asian version of Maslow's hierarchyA) physiologicalB) safetyC) affiliationD) admirationE) self-actualizationAnswer: EDiff: 3 Page Ref: 307-309AACSB: Reflective Thinking57) Which of the following could hinder the success of products labeled "Made in Bangladesh" or "Made in Thailand" in export marketsA) negative country-of-origin biasB) no possible quality/price positioningC) low acceptance of private brandsD) high product saturation levels in global marketsE) lack of promotion in global markets Answer: ADiff: 2 Page Ref: 310-311 AACSB: Reflective Thinking58) The marketers of Corona beer achieved great success in the U.S. market by:A) retaining the bottle design originally used in Mexico.B) hiring Hispanic movie stars as endorsers.C) distributing Corona in returnable bottles.D) changing the brewing recipe to conform to American palates.E) by having the label in Spanish language. Answer: ADiff: 2 Page Ref: 310-311AACSB: Reflective Thinking59) Coca-Cola's distinctive contour bottle, which is sold in many countries, illustrates the point that:A) the packaging strategies can vary by country and region.B) the packaging helps in storing large sizes in refrigerators.C) the packaging strategies do not change by country and region.D) the packaging appeals only to Asian consumers.E) the packaging helps in brand identification. Answer: ADiff: 2 Page Ref: 311-312AACSB: Reflective Thinking60) Generally speaking, which of the following product categories represents the best potential for extension into international markets without adaptationA) companion productsB) food productsC) industrial productsD) intangible productsE) non-alcoholic drinks Answer: CDiff: 2 Page Ref: 316 AACSB: Reflective Thinking61) Dry soup mixes that have long been popular in Europe are marketed as sauces or dips in the U.S. This is an example of the _______ strategy.A) product-communications extensionB) product extension-communications adaptationC) product adaptation-communications extensionD) dual adaptationE) product invention Answer: B Diff: 2 Page Ref: 316-317 AACSB: Reflective Thinking62) Targeting the 300 million farmers in India who still use plows harnessed to oxen, John Deere engineers created a line of relatively inexpensive, no-frills tractors. The Deere team then realized that the same equipment could be marketed to hobby farmers and acreage owners in the United States, a segment that they had previously overlooked. This is an example of strategy.A) product-communications extensionB) product extension-communications adaptationC) product adaptation-communications extensionD) dual adaptationE) product invention Answer: B Diff: 2 Page Ref: 316-317 AACSB: Reflective Thinking63) Campbell's has been marketing soup in Japan for more than 40 years. Early on, Japanese consumers were not receptive to ads featuring the Campbell Kids and the "M'm M'm Good" slogan. This compelled Campbell's to develop ads featuring a talking soup can known as "Mr. Campbell." Campbell's also developed soup varieties for Japan with fish as the main protein source and spices that reflect local preferences. As described here, which of the following strategies has Campbell's used in JapanA) product-communications extensionB) product extension-communications adaptationC) product adaptation-communications extensionD) product-communication adaptationE) product invention Answer: D Diff: 1 Page Ref: 316-317 AACSB: Reflective Thinking64) Prior to 2004, Nokia launched different cell phone products in different countries at different times. Nokia also used different advertising images and messages in different countries. Which approach to the world marketplace was Nokia usingA) product-communications extensionB) product extension-communications adaptationC) product adaptation-communications extensionD) product-communication adaptationE) product inventionAnswer: DDiff: 2 Page Ref: 318-319AACSB: Reflective Thinking65) Before Ben & Jerry's launched their ice cream in the United Kingdom the company conducted extensive research to determine whether the package design was appropriate. The research indicated that British consumers perceived the colors differently than U.S. consumers. The package design was changed accordingly. This type of strategy can be defined as:A) product-communications extension.B) product extension-communications adaptation.C) product adaptation-communications extension.D) product-communication adaptation.E) product invention.Answer: BDiff: 2 Page Ref: 316-317AACSB: Reflective Thinking66) To promote its Centrino wireless chip, Intel launched a global ad campaign that features different combinations of celebrities. These celebrities were chosen because they are widely recognized in the key world markets. This type of strategy is referred to as:A) product-communications extension.B) product extension-communications adaptation.C) product adaptation-communications extension.D) product-communication adaptation.E) product invention.Answer: BDiff: 2 Page Ref: 316-317AACSB: Reflective Thinking67) Colgate's Total is a new toothpaste brand whose formulation, imagery, and consumer appeal were designed from the beginning to translate across national boundaries. Which strategy did Colgate use with TotalA) product-communications extensionB) product extension-communications adaptationC) product adaptation-communications extensionD) dual adaptationE) product inventionAnswer: EDiff: 2 Page Ref: 319-320AACSB: Reflective Thinking68) Hindustan Lever recently developed a hard candy flavored with natural fruit juice that it sells profitably in India for the equivalent of 1 cent per piece. This is Hindustan Lever's first-ever candy product. What strategy is evident hereA) product-communications extensionB) product extension-communications adaptationC) product adaptation-communications extensionD) dual adaptationE) product inventionAnswer: EDiff: 2 Page Ref: 319-320AACSB: Reflective Thinking69) The formulation, imagery, and consumer appeal of Colgate's Total brand toothpaste were designed to translate across national boundaries. This new global brand represents which type of product innovationA) discontinuous innovationB) dynamically continuous innovationC) continuous innovationD) comparative innovationE) dynamically discontinuous innovationAnswer: CDiff: 3 Page Ref: 321-322AACSB: Reflective Thinking70) When introduced in the late 1970s, the VCR created new patterns of consumer behavior. For example, assuming the user could learn to set the timer, he or she could tape programs to watch at a later time. DVD, a playback only video system, was introduced in the late 1990s. DVD discs contain full-length movies with digital sound in a format that resembles conventional music compact discs. Which of the following most accurately describes the respective degree of newness of these two global productsA) The VCR is a discontinuous innovation; the DVD is a dynamically continuous innovation.B) The VCR is a dynamically continuous innovation; the DVD is a discontinuous innovation.C) The VCR and DVD are both dynamically continuous innovations.D) The VCR and DVD are both discontinuous innovations.E) The VCR and DVD are both continuous innovations.Answer: ADiff: 3 Page Ref: 321-322AACSB: Reflective Thinking71) The introduction of consumer VCRs in the late 1970s initiated a revolutionized in-home electronic entertainment. For example, assuming the user could learn to set the timer, he or she could tape programs to watch at a later time. The VCR's popularity also gave rise to an entirely new retailing concept, the video rental store. What type of innovation did the consumer VCR representA) a continuous innovationB) a dynamically continuous innovationC) a discontinuous innovationD) a comparative innovationE) none of the above Answer: CDiff: 3 Page Ref: 321-322 AACSB: Reflective Thinking72) The Advanced Photo System (APS) created by Kodak and its partners combines traditional chemical photo processing with digital technology. One benefit of the system is that shutterbugs can choose 3 different print sizes. The APS would best be described as a:A) continuous innovation.B) dynamically continuous innovation.C) discontinuous innovation.D) platform-based innovation.E) new and improved innovation. Answer: BDiff: 3 Page Ref: 321-322 AACSB: Reflective Thinking73) After four years of product development, Procter & Gamble recently introduced a new, improved disposable diaper. Pampers Rash Guard are designed to prevent diaper rash and represent the first time a company has made a medical claim for its diapers. What kind of innovation do the new diapers representA) platform-based innovationB) dynamically continuous innovationC) discontinuous innovationD) continuous innovationE) none of the above Answer: DDiff: 2 Page Ref: 321-322 AACSB: Reflective Thinking74) Procter & Gamble recently introduced Pampers Rash Guard. Rash Guard does not representa new product per se; rather, the diapers are being marketed as an alternative to regular Pampers. What type of innovation do Pampers Rash Guard representA) a continuous innovationB) a dynamically continuous innovationC) a discontinuous innovationD) a platform-based innovationE) none of the above Answer: ADiff: 2 Page Ref: 321-322 AACSB: Reflective Thinking75) Motorola's failed Iridium venture was a global satellite telephone network designed to allow users to make or receive calls anywhere on the globe using handsets that are somewhat bigger than typical cellular phones. What type of innovation did Iridium representA) a continuous innovationB) a dynamically continuous innovationC) a discontinuous innovationD) a platform-based innovationE) none of the above Answer: BDiff: 3 Page Ref: 321-322 AACSB: Reflective Thinking76) By definition, a ______ requires a large amount of learning on the part of users and typically creates new markets and consumption patterns.A) continuous innovationB) dynamically continuous innovationC) discontinuous innovationD) platform-based innovationE) new and improved innovation Answer: CDiff: 2 Page Ref: 321-322 AACSB: Reflective Thinking77) In Chinese markets, Nike had a problem using the "Just Do It" attitude which was not found to be appropriate. Finally, Nike decided to use Chinese athletes in their promotion. This type of adaptation was needed due to:A) Chinese do not wear running shoes.B) ingrained Chinese values which respect authority.C) Chinese athletes use Nike shoes.D) "Just do it" in Chinese has a negative connotation.E) parents do not want their children to see such ads. Answer: BDiff: 2 Page Ref: 324 AACSB: Reflective Thinking78) Which of the following consumer products companies experienced a major product failure in Europe due to inadequate test marketingA) Procter & GambleB) ColgateC) KaoD) UnileverE) Seagram Answer: DDiff: 2 Page Ref: 324AACSB: Reflective Thinking79) Which global company was responsible for bringing the Smart car to marketA) SwatchB) VolkswagenC) NissanD) FordE) DaimlerChryslerAnswer: EDiff: 2 Page Ref: 328AACSB: Reflective Thinking80) The corporate development team at Virgin evaluates more than a dozen proposals each day from outside and within the company. When assessing new-product ideas they look for all of the following except:A) synergy with existing Virgin products.B) pricing and return on investment.C) marketing opportunities.D) if the idea "uses or abuses" the Virgin brand.E) aesthetic attributes of competitors products. Answer: EDiff: 2 Page Ref: 324 AACSB: Reflective Thinking81) What are brands and what are their functions in global marketing How do brands develop their image, identity, and equity Are global product and global brands same Answer: A brand is a complex bundle of images and experiences in the consumer's mind. Brands perform two important functions, first they represents a promise by a particular company about a particular product and secondly, brands enable customers to better organize their shopping experiences by helping them seek out and find a particular product. Customers integrate all their experiences of observing, using, or consuming a product with other aspects that they obtain from a variety of published and verbal information. Perceptions can be based on price, after sale service, distribution, and a variety of other experiences. The sum of these impressions becomes a brand image which is actually a mental image of both the product as well as the company. Brand equity represents the total value that accrues to a product as a result of a company's cumulative investments in the marketing of the brand. Companies develop logos, distinctive packaging, and other communication devises to provide visual representations of their brands. A local product or local brand is one that has achieved success in a single national market. A global product meets the wants and needs of a global market. A true global product is offered in all world regions. A global brand has the same name and, in some instances, a similar image and positioning throughout the world. Thus global products and global brands are different.Diff: 2 Page Ref: 298-302 AACSB: Reflective Thinking82) Coca-Cola has developed several branded drink products for sale only in Japan, including a noncarbonated ginseng-flavored beverage. Using this as an example, outline the differences between local brand and global brand; combination branding; communication-branding, and brand extensions Answer: A local product or local brand is one that has achieved success in a single national market. A global company creates local products and brands in an effort to cater to the needs and preferences of a particular country market. The Sony Walkman is an example of combination or tiered branding whereby a corporate name (Sony) is combined with a product name (Walkman). By using combination branding marketers can leverage a company's reputation while developing a distinctive brand identity for the line of products. Co-branding is a variation of combination branding in which two or more different company or product brands are featured prominently on product packaging or advertising. A good example would be the Intel Inside campaign promoting both the Intel Corporation and its Pentium-brand processors in conjunction with advertising for various brands of personal computers. Global companies can also leverage strong brands by creating brand extensions. Brand names are used as an umbrella when entering new businesses or developing new product lines that represent new categories to the company. For example the Virgin brand has been attached to a wide range of businesses and products such as airline, retail stores, movie theaters, financial services, and soft drinks. Diff: 2 Page Ref: 299-302 AACSB: Reflective Thinking。

全球营销-基坎-第六版-第十五章题库-答案

Global Marketing, 6e (Keegan/Green)Chapter 15 Global Marketing and the Digital Revolution1) Websites such as Facebook, MySpace, and YouTube are collectively referred to as Web2.0. Answer: TRUEDiff: 2 Page Ref: 4582) The integrated circuit and the concept of binary code permitted the development of the personal computer (PC)Answer: TRUEDiff: 2 Page Ref: 4603) IBM was the first company to develop a personal computer.Answer: FALSEDiff: 2 Page Ref: 460AACSB: Reflective Thinking4) The popularity of personal computers received a boost in the late 1970s with the introduction of digital photography software.Answer: FALSEDiff: 2 Page Ref: 460AACSB: Reflective Thinking5) The popularity of personal computers received a boost in the late 1970s with the introduction of the first spreadsheet software.Answer: TRUEDiff: 2 Page Ref: 460AACSB: Use of IT6) The Internet's origins can be traced back to the defense department in the United States. Answer: TRUEDiff: 2 Page Ref: 460AACSB: Use of IT7) Vint Cerf and Bob Kahn are credited with creating a "network of computer networks," otherwise known as the Internet.Answer: TRUEDiff: 2 Page Ref: 4608) Tim Berners-Lee is the Internet pioneer who devised URL, HTML, and http and made the World Wide Web possible.Answer: TRUEDiff: 2 Page Ref: 460- 461AACSB: Use of IT9) The Chinese government, alarmed by the free flow of information across the Internet, closely monitors the content on Web sites that its citizens access.Answer: TRUEDiff: 2 Page Ref: 461AACSB: Use of IT10) Recently, China, India, Brazil, and the EU have taken the position that since the Internet is global; no single country should be in control.Answer: TRUEDiff: 2 Page Ref: 462AACSB: Use of IT11) According to a recent "digital opportunity index" published by the United Nations, South Korea leads the world in providing its citizens with access to information and communications technologies (ICT).Answer: TRUEDiff: 2 Page Ref: 46212) "Convergence" is a term that describes a world in which the telecommunications, consumer electronics, computer, and entertainment industries are entering each others' markets. Answer: TRUEDiff: 2 Page Ref: 463AACSB: Use of IT13) In France, industry deregulation has resulted in vastly improved broadband service for consumers.Answer: TRUEDiff: 2 Page Ref: 462AACSB: Use of IT14) Kodak has easily made the transition from industry leadership in chemical-based photography to industry leadership in digital photography.Answer: FALSEDiff: 2 Page Ref: 463AACSB: Use of IT15) Ironically, Motorola, a key player in the cell phone business, could have been first to market with a cell phone camera.Answer: TRUEDiff: 2 Page Ref: 46316) Originally, Sony was a consumer electronics company best known for innovative products such as transistor radios and Trinitron televisions.Answer: TRUEDiff: 2 Page Ref: 463AACSB: Reflective Thinking17) According to industry estimates, by 2010, annual sales of camera-equipped cell phones will reach one billion.Answer: TRUEDiff: 2 Page Ref: 46418) According to innovation expert Clayton Christensen, the creation of the Internet represented a disruptive technology for Dell Computer.Answer: FALSEDiff: 2 Page Ref: 46419) A well-managed company that pays attention to and responds to the needs of established customers may be confronted by the innovator's dilemma.Answer: TRUEDiff: 2 Page Ref: 465AACSB: Reflective Thinking20) According to innovation expert Clayton Christensen, the value network for the personal computer industry is different from the value network for mainframe computers.Answer: TRUEDiff: 2 Page Ref: 465AACSB: Use of IT21) According to innovation expert Clayton Christensen, a sustaining technology is an incremental or radical innovation that improves product performance.Answer: TRUEDiff: 2 Page Ref: 465AACSB: Analytic Skills22) The industries dominant firms with reputations as well-managed firms lead in developing and/or adopting sustaining technologies.Answer: TRUEDiff: 2 Page Ref: 465AACSB: Use of IT23) An innovation that is disrupting to one firm can be sustaining to another firm.Answer: TRUEDiff: 2 Page Ref: 465AACSB: Reflective Thinking24) Worldwide revenues for business-to-business (B2B) e-commerce surpass worldwide revenues for business-to-consumer (B2C) e-commerce.Answer: TRUEDiff: 2 Page Ref: 466AACSB: Use of IT25) Apple's iTunes Music Store was a global transaction site effective day one of its launch. Answer: FALSEDiff: 2 Page Ref: 467AACSB: Reflective Thinking26) Proctor & Gamble Far East Inc., the consumer products company's operation in Japan, is using the Web to build its portfolio of brands in the region.Answer: TRUEDiff: 2 Page Ref: 467AACSB: Use of IT27) The Web address of Proctor & Gamble Far East Inc. is which is Japan's first virtual community for women; with shufu meaning housewife, and fufufu, the sound of women's laughter.Answer: TRUEDiff: 1 Page Ref: 467AACSB: Use of IT28) The strategic insight behind Procter & Gamble's successful Web site was that Japanese housewives feel isolated.Answer: TRUEDiff: 2 Page Ref: 467AACSB: Reflective Thinking29) is perhaps the most successful example of the global audience-transaction business model.Answer: TRUEDiff: 2 Page Ref: 468AACSB: Reflective Thinking30) Cybersquatting is the practice of registering a particular domain name for the express purpose of reselling it to the company that should rightfully use it.Answer: TRUEDiff: 2 Page Ref: 470AACSB: Reflective Thinking31) "Paid Search Advertising" refers to a growing trend whereby companies pay to have their ads appear when users type certain search terms.Answer: TRUEDiff: 2 Page Ref: 469AACSB: Use of IT32) Localizing a Web site in native language can be done by translating a Web site from the home-country language.Answer: FALSEDiff: 2 Page Ref: 471AACSB: Use of IT33) A German language Web site requires more than double the capacity of an English language site.Answer: TRUEDiff: 2 Page Ref: 471AACSB: Reflective Thinking34) The EUs regulations for e-commerce are among the world's most strict.Answer: TRUEDiff: 2 Page Ref: 47235) Bandwidth determines the range of frequencies that can pass over a given transmission channel.Answer: TRUEDiff: 2 Page Ref: 473AACSB: Use of IT36) Streaming media represents a huge market opportunity for the video game industry. Answer: TRUEDiff: 2 Page Ref: 474AACSB: Use of IT37) Gamers in different locations, even different countries, compete against each other using PCs, Xbox, or PlayStation consoles.Answer: TRUEDiff: 2 Page Ref: 474AACSB: Use of IT38) Bluetooth works over shorter distances than Wi-Fi technology and consumes more power than Wi-Fi.Answer: FALSEDiff: 2 Page Ref: 474AACSB: Use of IT39) Telematics refers to a car's ability to exchange information about the vehicle's location or mechanical performance.Answer: TRUEDiff: 2 Page Ref: 475AACSB: Use of IT40) VoIP has the potential to render the current telecommunications infrastructure, consisting primarily of twisted copper and fiber optic cable, obsolete.Answer: TRUEDiff: 2 Page Ref: 478AACSB: Use of IT41) Publishers of newspapers and magazines are facing downturns in readership and some are going bankrupt as people spend more time online. A device that may help lure subscribers back is:A) VoIP.B) GPS.C) Kindle.D) Napster.E) SMS.Answer: CDiff: 2 Page Ref: 478-479AACSB: Use of IT42) In the 1950s, which company used transistor technology licensed from Bell Labs to develop the transistor radio?A) NokiaB) SonyC) PanasonicD) RCAE) SanyoAnswer: BDiff: 2 Page Ref: 459AACSB: Reflective Thinking43) Vincent Atanasoff and Clifford Berry are pioneers in the digital revolution. What contribution did they make?A) They invented the transistor.B) They invented the spreadsheet.C) They invented the first digital computer.D) They invented the silicon chip.E) They invented the Internet.Answer: CDiff: 2 Page Ref: 459AACSB: Use of IT44) Robert Noyce and Jack Kilby are pioneers in the digital revolution. What contribution did they make?A) They invented the transistor.B) They invented the spreadsheet.C) They invented the first digital computer.D) They invented the silicon chip.E) They invented the Internet.Answer: DDiff: 2 Page Ref: 459-460AACSB: Use of IT45) Which of the following digital revolution pioneers created a "network of networks" that is now known as the Internet?A) Robert Noyce and Jack KilbyB) Vincent Atanasoff and Clifford BerryC) Vint Serf and Bob KahnD) Steve Jobs and Steve WozniakE) Tim Berners-LeeAnswer: CDiff: 2 Page Ref: 460AACSB: Reflective Thinking46) Which of the following pioneers of the digital revolution developed URL, http, and HTML thus paving the way for the World Wide Web?A) Robert Noyce and Jack KilbyB) Vincent Atanasoff and Clifford BerryC) Vint Serf and Bob KahnD) Steve Jobs and Steve WozniakE) Tim Berners-LeeAnswer: EDiff: 2 Page Ref: 460AACSB: Reflective Thinking47) ________ is the term that refers to the merging of different industries such as computers, photography, and motion pictures.A) Value networksB) ConvergenceC) Disruptive technologyD) TelematicsE) Agnostic marketingAnswer: BDiff: 2 Page Ref: 463-464AACSB: Reflective Thinking48) A key player in the cell phone business who could have been first to market with a cell phone camera is:A) Ericsson.B) Samsung.C) Motorola.D) Sprint.E) AT&T.Answer: CDiff: 2 Page Ref: 463AACSB: Reflective Thinking49) According to the innovator's dilemma:A) the computing power of a microprocessor doubles every 18 months.B) markets that don't exist can't be analyzed.C) well-managed companies that listen and respond to needs of established customers may miss opportunities to innovate.D) regulation of e-commerce activities will increase at a rate that is directly proportional to the growth of e-commerce revenues.E) innovations are copied soon after they are discovered.Answer: CDiff: 2 Page Ref: 464-465AACSB: Reflective Thinking50) Which of the following is one of Clayton Christensen's principles of disruptive innovation?A) Companies depend on customers for resources.B) Small markets don't satisfy the growth needs of large companies.C) Markets that don't exist can't be analyzed.D) Technology supply may not equal market demand.E) all of the aboveAnswer: EDiff: 2 Page Ref: 465AACSB: Reflective Thinking51) In every industry, companies are embedded in a(n) ________, which has a cost structure associated with it that dictates the margins needed to achieve profitability.A) innovator's dilemmaB) transactionC) URLD) value networkE) digital networkAnswer: DDiff: 2 Page Ref: 464-465AACSB: Analytic Skills52) Which of the following principles of disruptive innovation pertains to the notion of agnostic marketing?A) Companies depend on customers for resources.B) Small markets don't satisfy the growth needs of large companies.C) Markets that don't exist can't be analyzed.D) Technology supply may not equal market demand.E) A company's capabilities define its weaknesses.Answer: CDiff: 2 Page Ref: 465AACSB: Analytic Skills53) "Small markets don't solve the growth needs of large companies" and "markets that don't exist can't be analyzed" are two principles of disruptive innovation. These principles are integral to:A) the five forces model.B) the flagship model.C) strategic intent.D) the innovator's dilemma.E) the innovator's dream.Answer: DDiff: 2 Page Ref: 465AACSB: Reflective Thinking54) ________ booked over the Internet represents the largest e-commerce category.A) HotelsB) Reading materialsC) RestaurantsD) TravelE) ComputersAnswer: DDiff: 2 Page Ref: 466AACSB: Use of IT55) Web sites can be classified by purpose as represented by the term:A) matrix sites.B) international sites.C) geographic sites.D) promotion sites.E) regional sites.Answer: DDiff: 2 Page Ref: 467AACSB: Use of IT56) Web sites that provide news and entertainment and support a company's PR efforts are known as:A) company site.B) transaction sites.C) promotion sites.D) content sites.E) cyber sites.Answer: DDiff: 2 Page Ref: 467AACSB: Use of IT57) , the leading Internet bookseller, allows users to purchase books, CDs, and other products on line. is primarily a ________ site:A) promotionB) contentC) transactionD) executionE) cyberAnswer: CDiff: 2 Page Ref: 467AACSB: Use of IT58) Which of the following best describes Apple Computer's iTunes Music Store at the time of its launch in 2003?A) domestic audience/information and support servicesB) domestic audience/transactionsC) global audience/ information and support servicesD) global audience/ transactionsE) none of the aboveAnswer: BDiff: 2 Page Ref: 467-468AACSB: Use of IT59) Which of the following best describes the Web site for Godin Guitars?A) domestic audience/information and support servicesB) domestic audience/transactionsC) global audience/ information and support servicesD) global audience/ transactionsE) none of the aboveAnswer: CDiff: 2 Page Ref: 467-468AACSB: Use of IT60) Online bookseller would best be described as exemplifying which type of Web site?A) domestic focus, provider of information, support, and serviceB) domestic focus, emphasis on retail transactionsC) global focus, provider of information, support, and serviceD) global focus, emphasis on retail transactionsE) none of the aboveAnswer: DDiff: 2 Page Ref: 467-468AACSB: Use of IT61) "" is Procter & Gamble's online virtual community for women in:A) Singapore.B) China.C) India.D) Japan.E) South Korea.Answer: DDiff: 2 Page Ref: 467AACSB: Use of IT62) Unilever is using the Internet to:A) distribute coupons to consumers.B) sponsor sweepstakes on a global basis.C) allow consumers to watch digitized versions of television ads on their PCs.D) archive its TV ads so local country managers can incorporate existing footage in ads.E) allow consumers to buy products on-line.Answer: CDiff: 2 Page Ref: 467-468AACSB: Reflective Thinking63) Visitors to the Web sites for the following company are not given the opportunity to buy.A) PradaB) GucciC) BurberryD) GodinE) all of the aboveAnswer: EDiff: 2 Page Ref: 468-469AACSB: Reflective Thinking64) Digitas and SBI.Razorfish are:A) popular Internet auction sites in Japan.B) leading interactive media agencies.C) European companies with highly rated Web sites.D) competing standards for wireless connectivity.E) popular digital media products.Answer: BDiff: 2 Page Ref: 469AACSB: Reflective Thinking65) Which of the following is a critical issue for a company whose management intends to engage in e-commerce?A) privacyB) credit card fraud in developing countriesC) ensuring that logos and other brand identity elements are consistent with local preferencesD) ensuring a company's ASCII system supports a particular languageE) all of the aboveAnswer: EDiff: 2 Page Ref: 469-470AACSB: Use of IT66) The practice of registering a particular domain name for the express purpose of reselling it to the company that should rightfully use it is called:A) gray market.B) piracy.C) copyright violation.D) cybersquatting.E) patent violation.Answer: DDiff: 2 Page Ref: 470AACSB: Use of IT67) The domain name for Amazon company in Germany is:A) Amazon.co.ge.B) Amazon.co.de.C) Amazon.de.D) Amazon.gy.E) Amazon.gr.Answer: CDiff: 2 Page Ref: 470AACSB: Reflective Thinking68) Ideally, each country-specific site should reflect all of the following except:A) local culture.B) language usage.C) customs.D) English translations.E) aesthetic preferences.Answer: DDiff: 2 Page Ref: 470AACSB: Reflective Thinking69) In developing countries like Malaysia and Thailand, government initiatives are aimed at :A) preventing piracy.B) controlling computer usage.C) promoting Microsoft business.D) putting as many PCs as possible in the hands of ordinary citizens.E) preserve existing organizational culture.Answer: DDiff: 2 Page Ref: 472AACSB: Use of IT70) Which of the following constitutes a major threat to Microsoft?A) convergenceB) freeopen source softwareC) BluetoothD) short message service (SMS)E) Voice over Internet Protocol (VoIP)Answer: BDiff: 2 Page Ref: 472AACSB: Use of IT71) Which of the following is not a product or service offered by Microsoft?A) operating systems (OS)B) software applicationsC) Web browserD) digital media playerE) free open source softwareAnswer: EDiff: 2 Page Ref: 472AACSB: Use of IT72) A broadband communication system is one that has sufficient capacity to carry simultaneously which of the following?A) multiple voiceB) dataC) videoD) musicE) all of the aboveAnswer: EDiff: 2 Page Ref: 472-473AACSB: Use of IT73) As a result of the digital revolution, a variety of companies in all parts of the world are developing a new generation of products, services, and technologies; which include all of the following except:A) broadband network.B) mobile commerce.C) wireless connectivity.D) smart cell phones.E) land line connectivity.Answer: EDiff: 1 Page Ref: 473-475AACSB: Reflective Thinking74) Broadband offers companies the telecommunication capability to do all of the following except:A) streaming audio.B) streaming video.C) streaming media.D) streaming sales.E) compressed video.Answer: DDiff: 2 Page Ref: 473-475AACSB: Use of IT75) Streaming media represents a huge market opportunity for all of the following except:A) video game industry.B) online gaming.C) game publishers.D) Internet portals.E) telematics.Answer: EDiff: 2 Page Ref: 474AACSB: Use of IT76) The reason why broadband access is slower in the United States compared to South Korea is:A) the language barrierB) the lack of technical know-howC) the population densityD) the lack of service providersE) security concernsAnswer: CDiff: 2 Page Ref: 473-474AACSB: Use of IT77) ________ -commerce is one of the significant marketing opportunities made possible by the digital revolution.A) MultinationalB) MobileC) MultisegmentD) Marginal-costE) MultilingualAnswer: BDiff: 2 Page Ref: 474AACSB: Use of IT78) Wi-Fi, or wireless fidelity, permits laptop and PDA users to establish high-speed wireless connections to the Internet via:A) infrared rays.B) magnetic rays.C) hot spots.D) laptop warriors.E) modem.Answer: CDiff: 2 Page Ref: 474-475AACSB: Use of IT79) Bluetooth is gaining popularity in Europe compared to Wi-Fi due to all but one of the following advantages:A) less power consumption.B) well suited to use with cell phones.C) works over shorter distances.D) can be used in automobiles.E) can be incorporated into home appliances.Answer: CDiff: 2 Page Ref: 474-475AACSB: Use of IT80) Songs that the caller hears when he or she places a call to another mobile subscriber is referred to as:A) ring tones.B) true tones.C) real tones.D) master tones.E) ring back tones.Answer: EDiff: 2 Page Ref: 477AACSB: Reflective Thinking81) According to various statistics, South Korea leads the world in providing its citizens with access to information and communications technologies. Discuss how Korea could lead the world in technology and why the United States has taken a relatively slow start, particularly in spreading the broadband technology.Answer: South Korea leads the world in broadband penetration with 68 connections per 100 households. According to one consultant, Koreans tend to be early adopters of technology and, more significantly, are fast followers. They are always conscious of the need not to get left behind by the Japanese and the young have a great desire to conform to the gadget carrying norm of their peers. Several factors help explain broadband's relatively slow start in the United States. First of all, one-quarter of the U.S. population lives in rural areas; which mean that broadband is more expensive to roll out than in densely populated nations, such as South Korea. Also, U.S. telecom companies were reluctant to invest in broadband lines because of concerns that the U.S. Federal Communications Commission would force them to lease the lines to rival service providers. South Korea's digital future includes much more than simply broadband connection. Policy makers are aggressively pursuing applications for radio frequency identification tags (RFID). The South Korean government is spending nearly $ 300 million to build an RFID research center which will be a part of an even more ambitious effort, i.e. the construction of a ubiquitous city on a 1,500 acres man-made island near the Incheon Free Economic Zone. Korea being a smaller country, such activities promoting technologies are possible rapidly.Diff: 2 Page Ref: 462, 463, & 466AACSB: Use of IT82) The Internet's powerful capabilities and increasing importance have resulted in a backlash that manifests itself in various ways. Giving examples, explain how this statement can be true. Answer: The Internet has become a powerful tool whose capabilities are not yet fully explored. Since it has multifaceted applications there is a considerable backlash based on what it can and cannot do. For example, the Chinese government, alarmed by the free flow of information across the Internet, closely monitors the content on Web sites that its citizens access. In addition, policy makers in some countries are concerned about U.S. control of the Internet. The nonprofit Internet Corporation for Assigned Names and Numbers (Icann) is based in Marina del Ray, California. Icann maintains a database of Web addresses, approves new suffixes for Web addresses and performs other behind-the-scenes procedures that are critical for keeping the Internet functioning properly. Icann's advisory body includes international members, but the U.S. Department of Commerce retains veto power over all decisions. For example, after Icann tentatively approved the domain name.xxx for pornography sites, Commerce blocked the decision. Recently, China, India, Brazil, and the EU have taken the position that since the Internet is global, no single country should be in control. Accordingly, these nations are seeking to have the United Nations assume a role in Internet governance. Privacy is another issue. As companies become more adept at using the Internet to gather, store, and access information about customers, privacy issues are becoming a focal point of concern among policy makers and the general public. In the EU, for example, a privacy protection directive was established.Diff: 2 Page Ref: 460-462AACSB: Use of IT83) What is Convergence? What kind of challenges does it present?Answer: The digital revolution is causing dramatic changes in industry structures. Convergence is a term used to refer to the coming together of previously separate industries and product categories. New technologies affect the business sector(s) in which a company competes. For example, Sony was a consumer electronics company best known for innovative products such as transistors radios, Trinitron televisions, VCRs and other stereo components, and the Walkman line of personal music players. Then, Sony entered new businesses acquiring a record company and a motion picture studio. These acquisitions did not represent convergence because they occurred in the early days of the digital revolution. Motion pictures, recorded music, and consumer electronics were still separate industries. Today, however, Sony is in the "bits" business: its core businesses incorporate digital technology and involve digitizing and distributing sound, images, and data. Companies are faced with challenges of changing, acquiring and moving on with technologies. If not, companies like Kodak and Motorola did not converge and they are finding it hard to come up with a competitive model.Diff: 2 Page Ref: 463-464AACSB: Use of IT84) Describe the principles developed by Christensen in order to help managers recognize the innovator's dilemma and develop appropriate responses to environmental change.Answer: To help managers recognize the innovator's dilemma and develop appropriate responses to environmental change, Christensen has developed the following five principles of disruptive innovations:1. Companies depend on customers and investors for resources. The best innovations areuser-driven. Paradoxically, however, if management listens to established customers, opportunities for disruptive innovation may be missed.2. Small markets do not solve the growth needs of large companies. Small organizations cannot easily respond to the opportunities for growth in a small market. This fact may require large organizations to create independent units to pursue new technologies.3. Markets that do not exist cannot be analyzed. Christensen recommends that companies embrace agnostic marketing. This is the explicit assumption that no one company personnel, not the company's customers can know whether, how, or in what quantities a disruptive product can or will be used before they have experienced using it.4. An organization's capabilities define its disabilities.5. Technology supply may not equal market demand. Some products offer a greater degree of sophistication than the market requires. For example, developers of accounting software for small businesses overshot the functionality required by the market, thus, creating an opportunity for a disruptive software technology that provided adequate, not superior, functional and was simple and more convenient to use.Diff: 2 Page Ref: 465AACSB: Use of IT85) What do you understand by e-commerce? How can the e-commerce activities be classified? Answer: The term e-commerce refers to the general exchange of goods and services using the Internet as a marketing channel. E-commerce activities can be divided into three broad categories: business-to-consumer (B2C or b-to-c), business-to-business (B2B or b-to-b), and consumer to consumer (or peer-to-peer or P2P). Many people associate e-commerce with well-known commerce service providers (CSPs) such as and Yahoo! Overall, B2B commerce constitutes the biggest share of the Internet economy and will likely continue to do so for the foreseeable future. About three-fourths of 2001 B-to-C revenue was generated in North America. Problems can arise when a transaction site that is not designed to serve foreign customers nevertheless attracts them. Customer service can be a problem when customers are located in different time zones.Diff: 2 Page Ref: 466-467AACSB: Reflective Thinking86) How can Web sites be classified? Show how different companies fall under different categories.Answer: Web sites can be classified by purpose: promotion sites provide marketing communications about a company's goods or services; content sites provide news and entertainment and support a company's PR efforts; and transaction sites are cyberspace retail operations that allow customers to purchase goods and services. In many instances, Web sites combine the three functions. Web sites can also be categorized in terms of content and audience focus. The Internet can be used as an advertising channel, as a PR tool, as a means of running a contest or sales promotion, and as support for the personal selling effort. A schematic diagram showing four quadrants can be visualized when categorizing web sites. In quadrant one the focus is on providing information and service to domestic or local-country customers. Quadrant 2 companies such as iTunes Music Store maintain transaction-oriented e-commerce sites with a domestic focus. Companies in both quadrants 1 and 2 do attract international traffic, but the focus is still local. Companies that initially fall into quadrants 1 and 2 can transition into quadrants 3 and 4; for example Apple's iTunes Music Store was rolled out in Germany, France, and the United Kingdom in 2004. In quadrant 3, the audience focus is global. Companies such as Federal Express and Gucci are already global in scope, and the Internet constitutes a powerful, cost-effective communication tool. In quadrant 4, companies seek e-commerce transactions with customers on a world-wide basis. is perhaps the most successful example of the globalaudience-transaction business model. Some products are inherently not suitable candidates for sale via the Internet. McDonald's does not sell hamburgers from its Web site, and Proctor & Gamble does not sell shampoo via the Internet.Diff: 2 Page Ref: 467-468AACSB: Use of IT。

全球营销管理复习资料

名词解释1. Positioning ：It is the location of your product in the mind of your customer .p2022. Psychographic segmentation:It is grouping people in term of their attitudes, values andlifestyle.p1953. International product: products are offered in multinational, regional markets.p3344. Dumping: As the sale of an imported product at a price lower than that normally chargedin a domestic market or country of origin. P371Selling products in a foreign country at lower prices than those charged in the producing country5. Ethnocentric orientation:Home country is superior; sees similarities in foreign countries. p126. Geographic segmentation: is dividing the world into geographic subsets.p1927. Transfer pricing: refers to the pricing of goods and services bought and sold by operatingunits or divisions of a single pany. p3738. Market allocation:relies on consumers to allocate resources.P339. National products：Products are offered in a single national market.p33310. Self-reference criterion: the unconscious reference to one’s own cultural values.P7911. Polycentric orientation:Views each host country is unique; sees differences in foreign countries.p1212. Geocentric orientation: worldview; sees similarities and differences in home andhost countries.P13IV. 简答题1. Identify some of the environmental influences on global pricing decisions. P359 Global marketers must deal with a number of environmental considerations when making pricing decisions .Among these are currency fluctuations, inflation, government controls and subsidies, petitive behavior, and market demand. Some of these factors work in conjunction with others; for example,inflation may be acpanied by government controls.2. Briefly describe various binations of product/munication strategies available to global marketers. When is it appropriate to use each? P346Strategy 1 :product /munication extension .is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market .it used frequently with industrial (business to business)productsStrategy 2 : product extension, munications adaptation is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It usedwhen a product fills a different need, appeals to different segment, or serves a different function under conditions of use that are the same or similar to those in the domestic marketStrategy 3: productadaptation, municationextension is an approach to global product planning is to extend, withoutchange, the basic home-market munications strategy while adapting the product to local use or preference conditions,Strategy 4: dual adaptation is an approach used both the different product serves and advertising appeals to consumer receptivity when paring a new geographic market to the market ,environmental conditions or consumer preferences differ.Strategy 5: product invention. It used when potential customers have limited purchasing power.3. What is a transfer price? What are three methods for determining transfer prices? P373Refers to the pricing of goods and services bought and sold by operating units or divisions of a single pany.The three methods are cost-based transfer pricing, market-based transfer pricing and negotiated prices.4. Explain the differences among standardized marketing, concentrated marketing and differentiated marketing.P201Standardized marketing is analogous to mass marketing in a single country. It involves creating the same marketing mix for a broad market of potential buyers. Sending the same promotional message to everyoneConcentrated marketing involves devising a marketing mix to reach a single segment of global market . designing a promotional message that municates the benefits desired by a single segment.Differentiated marketing is a variation of concentrated global marketing . it entails targeting two or more distinct market segments with different marketing mixes. This strategy allows a pany to achieve wider market coverage.Designing more than one promotional message ,with each municating different benefits.5. What is the difference between a product and a brand? p334The brand or trade name is the proprietary identification from the manufacturer. It is subject to trademarking laws (it must not infringe on existing trademarked names) and health authority regulations if it is a cosmetic, food, drug, or medical device (must not confuse or mislead the consumer).The product name or "statement of identity" is the basic definition of the goods (from which fair value parison may be made by the consumer). The brand/trade name and statement of identity must be directly adjacent each other on the front panel of the label.6. What is positioning? What is the difference between high-tech positioning andhigh-touch positioning?P204It is the location of your product in the mind of your customer。

全球营销-基坎-第六版-第二章题库-答案

Global Marketing, 6e (Keegan/Green)Chapter 2 The Global Economic Environment1) The global economic crisis vividly illustrates the dynamic, integrated nature of today's economic environment.Answer: TRUEDiff: 1 Page Ref: 39AACSB: Reflective Thinking2) Cars with European nameplates such as Peugeot, Volvo, Renault, and Citroen were originally designed as local cars mostly destined for local or regional markets.Answer: TRUEDiff: 2 Page Ref: 39AACSB: Reflective Thinking3) During the past two decades the volume of capital movements has decreased.Answer: FALSEDiff: 1 Page Ref: 40AACSB: Reflective Thinking4) Global capital movements far exceed the dollar volume of global trade in goods and services. Answer: TRUEDiff: 2 Page Ref: 40AACSB: Reflective Thinking5) Gross domestic product (GDP), a measure of a nation's economic activity, is calculated by adding consumer spending (C), investment spending (I), government purchases (G), and net exports (NX).Answer: TRUEDiff: 2 Page Ref: 40AACSB: Analytic Skills6) Russia is so dependent on revenues from the fuel and energy sectors that some feared the major decline in world oil prices that began in 2008 would have a destabilizing effect.Answer: TRUEDiff: 2 Page Ref: 41AACSB: Reflective Thinking7) The economic success of Germany and Japan is due to the fact that their company executives and national leaders recognized the emergence of the world economy as the dominant economic unit and therefore focused on world markets and their respective competitive positions in the world economy.Answer: TRUEDiff: 2 Page Ref: 42AACSB: Reflective Thinking8) The personal computer revolution and the advent of the Internet era have increased the importance of national boundaries.Answer: FALSEDiff: 1 Page Ref: 429) Due to globalization it is easier to categorize economic systems within the confines of afour-cell matrix.Answer: FALSEDiff: 2 Page Ref: 42AACSB: Reflective Thinking10) Today, market capitalism is widely practiced around the world, most notably in North America and the European Union.Answer: TRUEDiff: 2 Page Ref: 43AACSB: Reflective Thinking11) In centrally planned socialism economic systems the state allocates resources, whereas production resources are privately owned.Answer: FALSEDiff: 1 Page Ref: 4312) In centrally planned socialism economic systems, since demand typically exceeds supply, the elements of the marketing mix are not used as strategic variables.Answer: TRUEDiff: 2 Page Ref: 44AACSB: Reflective Thinking13) In Sweden, where the government controls two-thirds of all expenditures, resource allocation is more "market" oriented than "command" oriented.Answer: FALSEDiff: 1 Page Ref: 45AACSB: Reflective Thinking14) Market reforms and nascent capitalism in many parts of the world are creating opportunities for large-scale investments by global companies.Answer: FALSEDiff: 1 Page Ref: 4515) According to the Index of Economic Freedom compiled by the Heritage Foundation, Hong Kong is ranked as having the highest degree of economic freedom.Answer: TRUEDiff: 1 Page Ref: 45-46AACSB: Reflective Thinking16) As per the listings of the Index of Economic Freedom by the Heritage Foundation, there is a high correlation between the degree of economic freedom and the extent to which a nation's mixed economy is heavily market-oriented.Answer: TRUEDiff: 2 Page Ref: 45AACSB: Analytic Skills17) The World Bank has developed a four-category classification system for stages of marketing development which uses GDP as a base.Answer: FALSEDiff: 3 Page Ref: 47AACSB: Reflective Thinking18) The World Bank has developed a four-category classification system for stages of marketing development which uses per capita gross national income (GNI) as a base.Answer: TRUEDiff: 2 Page Ref: 47AACSB: Reflective Thinking19) About 40 percent of the world population is included into the low-income economic category as per the World Bank classification system.Answer: TRUEDiff: 2 Page Ref: 48AACSB: Analytic Skills20) Although Bangladesh is categorized in the low-income countries they have genuine market opportunities, particularly in the garment industry.Answer: TRUEDiff: 2 Page Ref: 48AACSB: Analytic Skills21) The United Nations designates 50 countries in the bottom ranks of the low-income category as least-developed countries (LDCs); the term is sometimes used to indicate a contrast with developing countries and developed countries.Answer: TRUEDiff: 2 Page Ref: 49AACSB: Analytic Skills22) Upper-middle-income countries, also known as industrializing or developing countries, are those that achieve the highest rates of economic growth and are also collectively referred to as Newly Incoming Economies or NIEs.Answer: FALSEDiff: 2 Page Ref: 50AACSB: Reflective Thinking23) Today, Nike produces and sells only a small portion of its output in China, but when the firm refers to China as a "two-billion-foot market," it clearly has the future in mind.Answer: TRUEDiff: 2 Page Ref: 51AACSB: Reflective Thinking24) According to C.K. Prahalad and A. Hammond the poor often pay higher prices for many goods, and so there is an opportunity for efficient competitors to realize attractive margins by offering quality and low prices.Answer: TRUEDiff: 2 Page Ref: 52AACSB: Reflective Thinking25) The Coca-Cola Company recently began to address dietary and health needs in low-income countries by developing Vitango, a beverage product that can help fight anemia, blindness, and other ailments related to malnutrition.Answer: TRUEDiff: 2 Page Ref: 52AACSB: Reflective Thinking26) Global companies can also contribute to economic development by finding creative ways to preserve old-growth forests and other resources while creating economic opportunities for local inhabitants.Answer: TRUEDiff: 3 Page Ref: 53AACSB: Reflective Thinking27) With the exception of a few oil-rich nations, the countries in the high-income category reached their present income level through a process of sustained economic growth.Answer: TRUEDiff: 2 Page Ref: 53AACSB: Analytic Skills28) A distinction between industrial and postindustrial countries is that the postindustrial countries exhibit an orientation toward the future and stress the importance of interpersonal relationships in the functioning of society.Answer: TRUEDiff: 2 Page Ref: 53-54AACSB: Reflective Thinking29) The thirty nations that belong to the OECD, that believe in market-allocation economic systems and pluralistic democracy, addressed the vexing problem of bribery by requiring members to cooperate when pursuing bribery allegations.Answer: TRUEDiff: 2 Page Ref: 57AACSB: Reflective Thinking30) In countries with low per capita income, product saturation levels for many products are high. Answer: FALSEDiff: 1 Page Ref: 57AACSB: Reflective Thinking31) Both the G8 and the OECD are comprised of high-income countries and are referred to as a "rich-man's club."Answer: FALSEDiff: 2 Page Ref: 58AACSB: Reflective Thinking32) As policymakers around the globe tried to respond to the financial crisis of 2008, some looked to Mexico's Tequila Crisis for answers.Answer: FALSEDiff: 2 Page Ref: 58AACSB: Reflective Thinking33) A country with a positive current account balance has a trade deficit; that is, the outflow of money to pay for imports exceeds the inflow of money for sales of exports.Answer: FALSEDiff: 2 Page Ref: 59AACSB: Analytic Skills34) The United States regularly posts deficits in both the current account and the trade balance in goods.Answer: TRUEDiff: 2 Page Ref: 59AACSB: Reflective Thinking35) China offsets its trade surpluses with an outflow of capital, while technology United States offsets its trade deficit with an inflow of capital.Answer: TRUEDiff: 2 Page Ref: 60AACSB: Reflective Thinking36) The U.S. services surplus can be attributed to services provided by companies such as Disney, IBM, and Microsoft.Answer: TRUEDiff: 2 Page Ref: 62AACSB: Reflective Thinking37) The foreign exchange market consists literally of a buyer's and a seller's market where currencies are traded for both spot and future delivery on a continuous basis. The forward market is for immediate delivery and the spot market is for future delivery.Answer: FALSEDiff: 2 Page Ref: 62AACSB: Reflective Thinking38) A country's currency would be overvalued if the Big Mac price (converted to dollars) is higherthan the U.S. price.Answer: TRUEDiff: 1 Page Ref: 63AACSB: Reflective Thinking39) Hedging exchange rate exposure involves establishing an offsetting currency position such that the loss or gain of one currency position is offset by a corresponding gain or loss in some other currency.Answer: TRUEDiff: 2 Page Ref: 64AACSB: Analytic Skills40) A call option in foreign currency gives the buyer the right, not the obligation, to sell a specified number of foreign currency units at a fixed price, up to the option's expiration date.Answer: FALSEDiff: 2 Page Ref: 66AACSB: Analytic Skills41) During the past two decades, the world economic environment has become increasingly dynamic. To achieve success, executives and marketers must take into account all of the following realities except:A) capital movements have replaced trade as the driving force of the world economy.B) production has become "uncoupled" from employment.C) the world economy dominates the scene.D) the struggle between capitalism and socialism continues.E) the growth of e-commerce diminishes the importance of national barriers.Answer: DDiff: 2 Page Ref: 40AACSB: Reflective Thinking42) That Russia is being transformed by economic change can be witnessed in all of the following observations except:A) affluent Russians can shop at boutiques that offer Versace.B) per capita gross national income in Russia is only $ 5770.C) the banking system in Russia is robust.D) Russian shoppers spend an estimated $ 4 billion each year on luxury goods.E) Russian government lifted all currency controls.Answer: CDiff: 2 Page Ref: 41AACSB: Reflective Thinking43) Market Capitalism is an economic system in which:A) individuals and firms allocate resources and production resources that are privately owned.B) the state has broad powers to serve the public interest as it sees fit.C) market resource allocation is commanded by both private and state ownership.D) there is no correlation between economic freedom and a nation's economy.E) no correct answerAnswer: ADiff: 1 Page Ref: 43- 4544) One of the distinguishing features of a Centrally Planned Capitalism economic system is:A) all production resources are privately owned.B) the state has broad powers to serve the public interest as it sees fit.C) command resource allocation is utilized extensively in a private resource ownership environment.D) market allocation policies are permitted within an environment of state ownership.E) none of the aboveAnswer: CDiff: 3 Page Ref: 44AACSB: Reflective Thinking45) The Swedish government has significant holdings in key business sectors and has a hybrid economic system that incorporate:A) market capitalism and centrally planned socialism.B) centrally planned socialism and market socialism.C) centrally planned socialism and capitalism.D) market socialism and market capitalism.E) market capitalism and socialistic capitalism.Answer: CDiff: 2 Page Ref: 45AACSB: Reflective Thinking46) Coca-Cola returned to India in 1994 after two decades of being forced out of the government because:A) Coca-Cola decided to reveal its formula to the government.B) Coke was not very popular in earlier days.C) a new law allowing 100 percent foreign ownership was passed.D) the water supply was not consistent in earlier years.E) installation of a bottling plant required special permits.Answer: CDiff: 2 Page Ref: 4547) China predominantly follows an economic system that can be classified under:A) centrally planned socialism.B) market socialism.C) market capitalism.D) centrally planned capitalism.E) socialistic capitalism.Answer: ADiff: 1 Page Ref: 45AACSB: Reflective Thinking48) Which of the following is true about economic output in China today?A) The state sector accounts for about 70 percent of output.B) The state and private sectors each account for about 50 percent of output.C) The private sector accounts for about 70 percent of output.D) The private sector is virtually nonexistent in China.E) The state sector is virtually nonexistent in China.Answer: CDiff: 3 Page Ref: 45AACSB: Reflective Thinking49) The Washington, DC-based Heritage Foundation compiles a survey of over 150 countries ranked by degree of economic freedom. Although there are a number of key economic variables which are considered in this ranking it does not include:A) monetary policy.B) banking policy.C) black market.D) property rights.E) no correct answerAnswer: EDiff: 2 Page Ref: 4550) According to analysis by the Heritage Foundation, which of the following countries ranks number one in the world in terms of economic freedom?A) Hong KongB) SingaporeC) IrelandD) DenmarkE) AustraliaAnswer: ADiff: 1 Page Ref: 4651) Singapore banned the import, manufacture, and sales of chewing gum in the country since wads of gum were making a mess on sidewalks, buses, and subway trains. Violators are subject to severe penalties and before buying a pack consumers must register their names and addresses. This, according to author William Greider, demonstrates that Singapore's government:A) is harshly autocratic.B) administers a paranoid control over Singaporeans.C) administers a paranoid control over press and politics.D) runs an effective welfare state.E) all of the aboveAnswer: EDiff: 1 Page Ref: 48-49AACSB: Reflective Thinking52) About 40 percent of the world's population is included into the following economic category:A) high-income countries.B) upper-middle-income countries.C) lower-middle-income countries.D) low-income countries.E) lower-upper income countries.Answer: DDiff: 2 Page Ref: 47-48AACSB: Analytic Skills53) Upper-middle-income countries, also known as industrializing or developing countries, are those with GNI per capita ranging from:A) $ 936 to $ 3,705B) $ 3,706 to $ 11,455C) $ 11,456 or higherD) less than $ 936E) no correct answerAnswer: BDiff: 2 Page Ref: 47-51AACSB: Analytic Skills54) According to the earlier classification of the BEM (big emerging markets) thecountry/countries included were:A) Indonesia.B) Argentina.C) South Africa.D) Poland.E) all of the aboveAnswer: EDiff: 2 Page Ref: 48AACSB: Reflective Thinking55) The general characteristics shared by low-income countries does not include:A) high birth rates.B) low literacy rates.C) concentration in Africa south of the Sahara.D) heavy reliance on foreign aid.E) lack of genuine market opportunities.Answer: EDiff: 3 Page Ref: 48AACSB: Analytic Skills56) Global marketers should take note of the fact that almost half of the world's population is located in:A) low-income countries.B) lower-middle income countries.C) upper-middle income countries.D) high-income countries.E) higher-middle income countries.Answer: ADiff: 1 Page Ref: 48AACSB: Reflective Thinking57) Upper-middle-income countries that achieve the highest rates of economic growth are sometimes referred to collectively as:A) LDCs.B) BEMs.C) BRICs.D) NIEs.E) BOPs.Answer: DDiff: 1 Page Ref: 5058) Which of the following nations fall in the lower-middle-income category?A) BurundiB) BangladeshC) ChinaD) VenezulaE) none of the aboveAnswer: CDiff: 1 Page Ref: 5259) According to the authors of the Harvard Business Review article, "Serving the World's Poor, Profitably", which of the following is a mistaken assumption that global companies might have about the BOP (bottom of the pyramid)?A) The poor have no money.B) The poor are too concerned with fulfilling basic needs to "waste" money on nonessential goods.C) People in BOP markets will be criticized for exploiting the poor.D) People in BOP markets cannot use advanced technology.E) all of the above are mistaken assumptions discussed by the authorsAnswer: EDiff: 2 Page Ref: 51- 52AACSB: Reflective Thinking60) Pursuing alternative sources of energy, such as wind and solar power, is important due to the fact that:A) people in developing countries are more conscious about the environment.B) global marketers are more interested in publicizing environmental issues.C) it is easy to develop solar power in many parts of the world.D) heavy reliance on fossil fuels contributes to global warming.E) people worldwide can afford to buy power generated from wind and solar.Answer: DDiff: 2 Page Ref: 52AACSB: Reflective Thinking61) Which two companies are sourcing product components from small-scale enterprises, which in turn are helping preserve old-growth forests as well as economic opportunities in Brazil?A) Ford Motor Company and ArmaniB) DaimlerAG and HermesC) General Motors and Hugo BossD) Volkswagen and CoachE) Coca-cola and NestléAnswer: BDiff: 3 Page Ref: 53AACSB: Reflective Thinking62) Product and market opportunities in a postindustrial society are more heavily dependent upon new products and innovations than in industrial societies. An example of this would be:A) Nestlé marketing Bono brand cookies in Brazil.B) Coca-cola company developing a beverage Vintago in low-income countries.C) New e-commerce markets for interactive forms of electronic communication.D) Hermes creating handbags called Amazonia.E) India's Suzlon Energy using wind driven turbines.Answer: CDiff: 3 Page Ref: 54AACSB: Reflective Thinking63) Which country is the only country classified as an emerging market among the high-income countries by influential stock market indexes?A) United StatesB) South KoreaC) BritainD) ItalyE) MalaysiaAnswer: BDiff: 3 Page Ref: 54AACSB: Reflective Thinking64) When the world's leaders meet to discuss policy issues, non-governmental organizations (NGOs):A) are included in meetings.B) often take advantage of the opportunity to make their voices heard.C) sign final documents.D) provide educational materials.E) are excluded from meetings.Answer: BDiff: 1 Page Ref: 5565) The term tiger has frequently been used to describe:A) market socialism.B) less reliance on foreign aid.C) upper-middle-income countries.D) postindustrial countries.E) fast-growing economies in Asia.Answer: EDiff: 1 Page Ref: 5666) The term "tiger" has frequently been used to describe fast-growing economies in Asia which does not include:A) South Korea.B) India.C) Taiwan.D) Singapore.E) Hong Kong.Answer: BDiff: 2 Page Ref: 56AACSB: Reflective Thinking67) Recently, the Organization for Economic Cooperation and Development (OECD) has become more focused on global issues as seen by:A) addressing the vexing problem of bribery.B) requiring members to cooperate when pursuing bribery allegations.C) helping members candidly assess their own economic policies.D) member nations working together in committees to review social policies.E) all of the aboveAnswer: EDiff: 1 Page Ref: 5768) The Organization for Economic Cooperation and Development (OECD) is comprised of:A) the 30 high-income countries.B) countries that believe in market-allocation economic systems.C) pluralistic democracies.D) countries that demonstrate progress toward economic reform.E) All of the above statements are applicable.Answer: EDiff: 3 Page Ref: 57-58AACSB: Reflective Thinking69) Which of the following is true about the Triad?A) Triad countries account for approximately one-third of world income and one- third of world population.B) Triad countries account for approximately 75% of world income as measured by GNP.C) Triad countries are those in which consumer products, industrial products, and the services sector each contribute one-third to GDP.D) Triad countries account for approximately 25% of world income as measured by GNP.E) Triad countries account for approximately 50% of world income as measured by the World Bank.Answer: BDiff: 2 Page Ref: 57AACSB: Reflective Thinking70) India's teledensity a measure of ownership of private telephones — is only about 20 percent of the population is indicative of:A) low product saturation level.B) high product saturation level.C) triad power.D) high technological level.E) low technological level.Answer: ADiff: 2 Page Ref: 57AACSB: Analytic Skills71) The United States' growing trade deficit reflects a number of factors which exclude:A) increased imports from China.B) a seemingly insatiable consumer demand for imported goods.C) the enormous cost of military operations in the Middle East.D) the services trade surplus.E) record goods sales to developing countries.Answer: DDiff: 3 Page Ref: 59AACSB: Reflective Thinking72) The fastest-growing sector of world trade includes:A) travel and entertainment.B) accounting and legal services.C) royalties and license fees.D) engineering services.E) all of the aboveAnswer: EDiff: 1 Page Ref: 6173) Between the year 2001 and 2006, China bought more than $ 250 billion in U.S. Treasury bonds. Such purchases:A) ensures that China's currency is relatively weak compared to the U.S. dollar.B) indicate that China is not sure of its economic viability.C) show that currency exchange rate is unpredictable.D) predict that yuan will be devalued in the near future.E) indicate that China's currency is stronger than the U.S. dollar.Answer: ADiff: 3 Page Ref: 62AACSB: Analytic Skills74) As a repercussion set by the devaluation of Chinese yuan in 1994, the following action was noted:A) the yuan became stronger than the U.S. dollar.B) a stage was set for the devaluation of the Thai baht.C) the demand for Indonesian rupiah increased considerably.D) Malaysian ringgit became very competitive.E) India rupees were devalued.Answer: BDiff: 3 Page Ref: 62AACSB: Analytic Skills75) To the extent that a country sells more goods and services abroad than it buys, there will be:A) a greater demand for its currency.B) a surplus production of goods and services.C) a scarcity of goods and services within the country.D) a need for revaluation of its currency.E) time for fluctuating its currency.Answer: ADiff: 2 Page Ref: 62AACSB: Analytic Skills76) The Big Mac Index dated May 01, 2009 shows that the price of Big Mac in China converted from the local currency, yuan, to be $ 1.83; whereas its price in the United States was $ 3.54. This shows that:A) Big Mac is more popular in China than in the United States.B) Big Mac is less expensive in the United States than in China.C) Chinese yuan is overvalued when compared to US $.D) Chinese yuan is undervalued against the US $.E) beef is less expensive in China than in the United States.Answer: DDiff: 3 Page Ref: 63AACSB: Analytic Skills77) One Friday a few years ago, the Big Mac Index suggested that the yen was overvalued relative to the dollar by 70%. When currency markets opened on the following Monday, anyone using the Big Mac Index would conclude that yen was only 20% overvalued relative to the dollar. What is the most likely explanation for this?A) Japan's Central Bank acted to prop up the yen.B) Inflation in Japan suddenly spiked upward.C) McDonald's headquarters stopped hedging.D) McDonald's Japan reduced the yen price of a Big Mac.E) McDonald's Japan increased the yen price of a Big Mac.Answer: DDiff: 3 Page Ref: 63AACSB: Analytic Skills78) If an American tourist in Tokyo pays more in dollars for the same amount of yen that she bought last week, then:A) a Japanese tourist in San Francisco pays more in yen for the same amount of dollars that she bought the week before.B) the dollar has depreciated relative to the yen.C) the yen has depreciated relative to the dollar.D) the dollar has appreciated relative to the yen.E) the dollar and yen both remained same in value.Answer: BDiff: 2 Page Ref: 63-64AACSB: Analytic Skills79) Porsche relies on currency hedging rather than price increases in order to:A) boost pretax profits on sales of its automobiles.B) balance the relative value of the dollar compared to the euro.C) protect all earnings from foreign-exchange movements.D) generate about 45% of its sales in the United States.E) A, B & CAnswer: EDiff: 3 Page Ref: 64AACSB: Analytic Skills80) The ripple effect from the global recession was felt strongly in:A) China.B) Japan.C) Canada.D) Russia.E) India.Answer: CDiff: 1 Page Ref: 6981) The world economic environment is changing very rapidly and has become increasingly competitive. In order to achieve success, based on author William Greider's analysis, what are the realities that executives and marketers should take into account in such a dynamic environment? Answer: (a) Capital movements have replaced trade as the driving force of the world economy; (b) production has become "uncoupled" from employment; (c) the world economy dominates the scene; individual country economies play a subordinate role; (d) the struggle between capitalism and socialism is largely over; and (e) the growth of e-commerce diminishes the importance of national barriers and forces companies to reevaluate their business models.Diff: 2 Page Ref: 40-4182) Traditionally economists identified four main types of economic systems. However, due to globalization it is harder to categorize the systems narrowly. What will be more robust descriptive criteria that can be used for classification?Answer: (a) type of economy; (b) type of government; (c) trade and capital flows; (d) the commanding heights; (e) services provided by the state and funded through taxes; (f) institutions; and (g) markets.Diff: 2 Page Ref: 42-43AACSB: Reflective Thinking83) What are the distinguishing features between Centrally Planned Socialism and Centrally Planned Capitalism? Give examples of countries which follow these systems.Answer: In Centrally Planned Socialism the state has broad powers to serve the public interest as it sees fit. Ownership of entire industries as well as individual enterprises belongs to the government. The elements of the marketing mix are not used as strategic variables. In Centrally Planned Capitalism economic system command resource allocation is utilized extensively in an overall environment of private resource ownership. In Sweden, the government controlstwo-thirds of all expenditures and the resource allocation is more "command" oriented than "market" oriented. This would be an example of centrally planned socialism although it can have elements of capitalism. China is an example of centrally planned socialism.Diff: 2 Page Ref: 43-44AACSB: Reflective Thinking84) A decade ago, a number of countries in Central Europe, Latin America, and Asia were expected to experience rapid economic growth. Today much attention is focused on opportunities in Brazil, Russia, India, and China. Give reasons for this shift using example of a manufacturer. Answer: These four countries are collectively known as BRIC. Microsoft's experience illustrates the nature of the market opportunity in these countries: In fiscal 2008, the software giant's collective revenues from BRIC grew 54 percent, compared with overall global revenue growth of 18 percent. Experts predict that the BRIC nations will be key players in global trade even as their track records on human rights, environmental protection, and other issues come under closer scrutiny by their trading partners. The BRIC government leaders will also come under pressure at home as their developing market economies create greater income disparity.Diff: 2 Page Ref: 48AACSB: Reflective Thinking85) The newly independent countries of the former Soviet Union present an interesting situation: income is declining, and there is considerable economic hardship. The potential for disruption is certainly high. Are they problem cases, or are they attractive opportunities with good potential for moving out of the low-income category?Answer: These countries are good example of risk-reward trade-off. Many companies have taken the plunge, but many others are still assessing whether to take risk. Belarus and Turkmenistan are rated quite low in the rankings in terms of economic freedom. Russia itself has slipped within the upper-middle income category. However, there are still some former Soviet dominated countries which have opportunities for economic growth. It much depends on the actions taken by the Soviet republic. For example, the launching of a military action in Georgia creates a ripple effect and causes economic and political instability.Diff: 2 Page Ref: 49-50AACSB: Reflective Thinking。

全球营销-基坎-第六版-第十七章题库-答案

Global Marketing, 6e (Keegan/Green)Chapter 17 Leadership, Organization, and Corporate Social Responsibility1) Unilever Group Chief Executive Patrick Cescau wanted to reconnect the company with its heritage of sustainability and concern for the environment. This and other values reflect Unilever's philosophy of "doing well by doing good."Answer: TRUEDiff: 2 Page Ref: 5162) During his years as chief executive of GE, Jack Welch discovered that many employees resisted his ideas about the need to globalize the company.Answer: TRUEDiff: 2 Page Ref: 5183) At companies with a global orientation, the best person for top executive positions is generally considered to be a person born in the headquarters country.Answer: FALSEDiff: 2 Page Ref: 518AACSB: Reflective Thinking4) Although PepsiCo is faced with weak demand in the United States, the snack-and-beverage giant depends on its fast-growing international division.Answer: TRUEDiff: 2 Page Ref: 519AACSB: Reflective Thinking5) According to Hamel and Prahalad, the most successful business leaders are those who view their organizations as a "portfolio of businesses."Answer: FALSEDiff: 2 Page Ref: 520AACSB: Reflective Thinking6) According to Hamel and Prahalad, the most successful business leaders are those who view their organizations as a "portfolio of competencies."Answer: TRUEDiff: 2 Page Ref: 520AACSB: Reflective Thinking7) A Brazilian, Carlos Ghosn, and executive in the company, was required to move aggressively to cut costs and make drastic changes in Nissan's structure.Answer: TRUEDiff: 3 Page Ref: 5198) PepsiCo's fast growing international division reported snack sales to be particularly strong in Mexico and Russia.Answer: TRUEDiff: 2 Page Ref: 519AACSB: Reflective Thinking9) Even companies with years of experience competing around the globe find it necessary to adjust their organizational designs in response to environmental change.Answer: TRUEDiff: 2 Page Ref: 522AACSB: Reflective Thinking10) No single correct organizational structure exists for global marketing.Answer: TRUEDiff: 2 Page Ref: 522AACSB: Reflective Thinking11) As markets globalize and as Japan opens its own market to more competition from overseas, more Japanese companies are likely to break from traditional organization patterns.Answer: TRUEDiff: 2 Page Ref: 522AACSB: Reflective Thinking12) A geographically dispersed company cannot limit its knowledge to product, function, and the home territory..Answer: TRUEDiff: 2 Page Ref: 522AACSB: Reflective Thinking13) Suppose a Japanese company has independent subsidiaries in several European nations. As the need for coordination of planning and control activities increases, a matrix design should be implemented.Answer: FALSEDiff: 2 Page Ref: 522AACSB: Reflective Thinking14) Suppose a Japanese company has independent subsidiaries in several European nations. As the need for coordination of planning and control activities increases, a regional management center should be established.Answer: TRUEDiff: 2 Page Ref: 522AACSB: Reflective Thinking15) Successful companies, the real global winners, must have both good strategies and good execution..Answer: TRUEDiff: 1 Page Ref: 52316) New forms of flexibility, efficiency, and responsiveness are required to meet the demands of globalizing markets.Answer: TRUEDiff: 2 Page Ref: 523AACSB: Reflective Thinking17) When business is conducted in a single region that is characterized by differences in economic, social, geographical, and political conditions, there is both justification and need for a management center.Answer: FALSEDiff: 2 Page Ref: 526AACSB: Reflective Thinking18) A major advantage of a regional center is its cost.Answer: FALSEDiff: 2 Page Ref: 52619) GE is managing its worldwide organization as a network, not a centralized hub with foreign appendages.Answer: TRUEDiff: 2 Page Ref: 528AACSB: Reflective Thinking20) Both Gillette and Ericsson reorganized themselves into matrix organizations.Answer: TRUEDiff: 2 Page Ref: 528AACSB: Reflective Thinking21) The matrix organization requires a fundamental change in management behavior, organizational culture, and technical systems.Answer: TRUEDiff: 2 Page Ref: 528-530AACSB: Analytic Skills22) There is general agreement that the matrix design is the single best organization structure for global marketing.Answer: FALSEDiff: 2 Page Ref: 528-530AACSB: Reflective Thinking23) The lean production techniques that have revolutionized the automobile industry were pioneered by German auto makers.Answer: FALSEDiff: 2 Page Ref: 531AACSB: Reflective Thinking24) "Build to inventory to reduce unit costs" and "inspect at end of process" are two assumptions associated with traditional approaches to automobile manufacturing.Answer: TRUEDiff: 2 Page Ref: 531-532AACSB: Reflective Thinking25) "Minimize inventory to cut costs and waste" and "inspect to prevent defective production" are two assumptions associated with lean production in automobile manufacturing.Answer: TRUEDiff: 2 Page Ref: 531-532AACSB: Reflective Thinking26) Toyota Production system (TPS), as the Japanese company's manufacturing methods are known, achieves efficiencies by following a lean production system.Answer: TRUEDiff: 2 Page Ref: 531-532AACSB: Reflective Thinking27) The differences between lean producers and U.S. mass producers in the way they deal with their respective dealers, distributors, and customers are as dramatic as the differences in the way they deal with their suppliers.Answer: TRUEDiff: 3 Page Ref: 531-532AACSB: Reflective Thinking28) The U.S. mass producers focus on short-term income and return on investment, whereas Japanese see the process in terms of the long-term perspective.Answer: TRUEDiff: 3 Page Ref: 531-532AACSB: Reflective Thinking29) Once a Japanese dealership gets a customer, it is absolutely determined to hang on to that customer for life.Answer: TRUEDiff: 3 Page Ref: 533-534AACSB: Reflective Thinking30) Today's chief executive must have good understanding and responding to the concerns and interests of a variety of stakeholders.Answer: TRUEDiff: 2 Page Ref: 535-536AACSB: Reflective Thinking31) A stakeholder is any group or individual that is affected by, or takes an interest in, the policies and practices adopted by an organization.Answer: TRUEDiff: 2 Page Ref: 535-536AACSB: Reflective Thinking32) Primary stockholders include top management, employees, customers, media, and persons holding stock in the company.Answer: FALSEDiff: 1 Page Ref: 535-536AACSB: Reflective Thinking33) In developing countries, globalization's opponents accuse companies of placing intellectual property rights ahead of human rights.Answer: TRUEDiff: 2 Page Ref: 536AACSB: Reflective Thinking34) Corporate social responsibility (CSR) refers to a company's obligation to pursue goals and policies that are in a company's best interest.Answer: FALSEDiff: 2 Page Ref: 536-537AACSB: Reflective Thinking35) Timberland Company unveiled a "nutritional label" on its footwear boxes as a means of communicating its corporate social responsibility commitment to consumers.Answer: TRUEDiff: 2 Page Ref: 537AACSB: Reflective Thinking36) A multinational firm must rely on individual country managers to address Corporate Social Responsibility (CSR) issues on an ad hoc basis.Answer: TRUEDiff: 2 Page Ref: 537-538AACSB: Reflective Thinking37) As retail gasoline prices soared in the United States following the devastation of Hurricane Katrina, BP, Royal Dutch Shell, and other companies were accused of gouging.Answer: TRUEDiff: 2 Page Ref: 539AACSB: Reflective Thinking38) According to one study in 2004, CEOs in the United States were paid 431 times more than the average worker.Answer: TRUEDiff: 2 Page Ref: 53939) Despite the fact that Starbucks is widely admired for forward-thinking management policies, Global Exchange pressed the company to further demonstrate its commitment to social responsibility by selling Fair Trade coffee.Answer: TRUEDiff: 2 Page Ref: 539AACSB: Analytic Skills40) One of the Corporate Social Responsibility (CSR) initiatives by IKEA's primary carpet supplier in India is to monitor subcontractors to ensure that they do not employ children. Answer: TRUEDiff: 2 Page Ref: 540AACSB: Reflective Thinking41) According to Carly Florina, former CEO of Hewlett-Packard, leadership is about:A) hierarchy.B) title.C) status.D) connecting.E) bragging.Answer: DDiff: 2 Page Ref: 517-518AACSB: Reflective Thinking42) In addition to "selling" their visions, top management at both Whirlpool and GE face the formidable task of building:A) their company stature.B) physical layout and design.C) a cadre of globally oriented managers.D) a cadre of loyal customers.E) access to distribution channels.Answer: CDiff: 2 Page Ref: 518AACSB: Reflective Thinking43) Which of the following is true?A) The number of Japanese businesspersons fluent in English working in the U.S. exceeds the number of American businesspersons fluent in Japanese working in Japan.B) The number of American businesspersons fluent in Japanese working in Japan exceeds the number of Japanese businesspersons fluent in English working in the U.S.C) The number of Japanese businesspersons working in the U.S. who are fluent in English is about equal to the number of American businesspersons working in Japan who are fluent in Japanese.D) Fewer than 1,000 Japanese businesspersons working in the U.S. are fluent in English. Answer: ADiff: 2 Page Ref: 518-519AACSB: Multicultural and Diversity44) The ability to speak foreign languages is one difference between managers born and raised in the United States and those born and raised elsewhere. Which is true and reflects the earlier statement?A) There are 200 million Chinese children studying English.B) There are 24 million American children studying Chinese.C) There are 200 million Indian children studying Chinese.D) Chinese managers study English as much as Chinese.E) There are equal numbers of American and Chinese children studying English.Answer: ADiff: 2 Page Ref: 518-519AACSB: Multicultural and Diversity45) Marjorie Scardino is chief executive of:A) Nissan Motor (Japan).B) Pearson PLC (Great Britain).C) Ford Motor Company (USA).D) Pharmacia Corporation (USA).E) Atlas Copco AB (Sweden).Answer: BDiff: 2 Page Ref: 519AACSB: Reflective Thinking46) Which of the following has an American woman as the chief executive?A) Nissan Motor (Japan)B) Pearson PLC (Great Britain)C) Ford Motor Company (USA)D) Pharmacia Corporation (USA)E) Atlas Copco AB (Sweden)Answer: BDiff: 2 Page Ref: 519AACSB: Reflective Thinking47) Brazilian Carlos Ghosn is chief executive of:A) Nissan Motor (Japan).B) Pearson PLC (Great Britain).C) Ford Motor Company (USA).D) Pharmacia Corporation (USA).E) Atlas Copco AB (Sweden).Answer: ADiff: 2 Page Ref: 519AACSB: Reflective Thinking48) Fred Hassan, a native of Pakistan, is chief executive of:A) Nissan Motor (Japan).B) Pearson PLC (Great Britain).C) Ford Motor Company (USA).D) Schering-Plough (USA).E) Atlas Copco AB (Sweden).Answer: DDiff: 2 Page Ref: 519AACSB: Reflective Thinking49) According to Prahalad and Hamel a core competence has all of the following characteristics except:A) potential access to a wide variety of markets.B) a significant contribution to perceived customer benefits.C) it is easy for competitors to imitate.D) benefits to customers.E) it is difficult for competitors to imitate.Answer: CDiff: 2 Page Ref: 520AACSB: Reflective Thinking50) Indra Nooyi, chairman and chief executive of PepsiCo is faced with all of the following except:A) rising prices for raw materials in the United States.B) a weak demand for carbonated soft drinks in the United States.C) a rapidly growing international division.D) a strong snack sales in Mexico and Russia.E) a decrease in sales in the Middle East and Argentina.Answer: EDiff: 2 Page Ref: 519AACSB: Reflective Thinking51) According to David Whitwam, former CEO of Whirlpool, one must create an organization whose people are:A) adept at exchanging ideas.B) absolutely free of the 'not-invented here' syndrome.C) constantly working together to identify best global opportunities.D) working together to solve the biggest global problems.E) can adapt to systems across borders.Answer: DDiff: 2 Page Ref: 522AACSB: Analytic Skills52) Which of the following is the best organization structure for global marketing?A) international division structureB) matrixC) geographic structureD) worldwide product division structureE) There is no single "best" structure for global marketing.Answer: EDiff: 2 Page Ref: 522-523AACSB: Analytic Skills53) In today's dynamic global competitive environment, organizations need to develop new forms of:A) ethnocentrism and myopia.B) flexibility, efficiency, and responsiveness.C) export department structure.D) self-reference criterion.E) geographic structure.Answer: BDiff: 2 Page Ref: 522-523AACSB: Reflective Thinking54) Which global marketing expert recommends an organization design based on a "global superstructure" that views the world in terms of 30 regions?A) Paul KrugmanB) Kenichi OhmaeC) Tom PetersD) Michael PorterE) Kazuo InamoriAnswer: DDiff: 2 Page Ref: 522-523AACSB: Reflective Thinking55) As a company's initial international business involvement becomes too much for a single manager or export department to handle, the next step is typically to establish a(n):A) matrix structure.B) international division structure.C) geographic structure.D) worldwide product division structure.E) regional management center.Answer: BDiff: 2 Page Ref: 524-526AACSB: Reflective Thinking56) Which of the following does not contribute to the establishment of an international division?A) top management commitment that justifies an organizational unit headed by a senior managerB) complexity of international operations requires unit with authority to make its own decisionsC) Management recognizes the need for internal specialists.D) Management lacks desire to scan the globe for opportunities and threats.E) Pressure to assemble a staff that will take the responsibility to coordinate.Answer: DDiff: 2 Page Ref: 524-526AACSB: Reflective Thinking57) A company with headquarters in the United States and operational units in the Netherlands, France, Italy, and Spain would be well advised to consider establishing a(n):A) matrix structure.B) international division structure.C) geographic structure.D) worldwide product division structure.E) regional management center.Answer: EDiff: 2 Page Ref: 526AACSB: Reflective Thinking58) A company with headquarters in Europe and operational units in Canada, the United States, and Mexico would be well advised to consider establishing a(n):A) matrix structure.B) international division structure.C) geographic structure.D) worldwide product division structure.E) regional management center.Answer: EDiff: 2 Page Ref: 526AACSB: Reflective Thinking59) The advantages that a regional management center can offer a company includes all of the following except:A) pan-regional decision making.B) coordinated regional planning.C) considerable cost saving.D) coordinated control.E) coordinated decision making.Answer: CDiff: 2 Page Ref: 526AACSB: Reflective Thinking60) One of the potential drawbacks of a regional management center is that:A) pan-regional coordination efforts can suffer.B) the cost can be prohibitive.C) the company may lose its "insider" advantage.D) regional management may take a one-sided approach when implementing corporate objectives.E) lack of coordinated decision making.Answer: BDiff: 2 Page Ref: 526AACSB: Reflective Thinking61) Under the geographical and product division structures, for the company with French origins, France is:A) the headquarter country market.B) simply another geographic market.C) European market.D) divisional market.E) product market.Answer: BDiff: 2 Page Ref: 526-527AACSB: Reflective Thinking62) The organization design in which an employee reports to both a country manager and a functional manager is a(n):A) matrix structure.B) international division structure.C) geographic structure.D) worldwide product division structure.E) regional management center.Answer: ADiff: 2 Page Ref: 528-530AACSB: Reflective Thinking63) Which form of organization design is capable of integrating geographic knowledge, product knowledge, functional competencies, and customer knowledge?A) matrix structureB) international division structureC) geographic structureD) worldwide product division structureE) regional management centerAnswer: ADiff: 2 Page Ref: 528-530AACSB: Reflective Thinking64) Boeing has reorganized its commercial transport design and manufacturing engineers from functional lines into a matrix organization. This new design is expected to all but one of the following benefits:A) lower costs and quicken updates.B) facilitate problem solving.C) unite engineering and manufacturing processes.D) provide customer contacts.E) enhance product consistency.Answer: DDiff: 2 Page Ref: 528-530AACSB: Reflective Thinking65) Having established that the matrix is appropriate, management can expect the matrix to integrate the following competency on a worldwide basis.A) geographic knowledgeB) product knowledge and know-howC) functional competence in finance, production and marketingD) knowledge of customer or industry and its needsE) all of the above are competenciesAnswer: BDiff: 2 Page Ref: 528-530AACSB: Reflective Thinking66) Which global company has dissolved its matrix structure in order to achieve "greater speed and efficiency by further focusing and flattening the organization?"A) WhirlpoolB) Levi StraussC) Pearson PLCD) ABBE) GilletteAnswer: DDiff: 2 Page Ref: 529AACSB: Reflective Thinking67) The key to successful matrix management is ensuring that managers are able to:A) adopt a matrix design.B) adhere to matrix structure.C) maintain technical systems.D) resolve conflicts and achieve integration.E) preserve existing organizational culture.Answer: DDiff: 2 Page Ref: 529AACSB: Reflective Thinking68) Which of the following does not belong in a list of traditional assumptions about automobile manufacturing?A) maximize machine utilizationB) fixed set up timesC) build to inventory to reduce unit costD) outsource from supplier specialistsE) inspection at the end of the processAnswer: DDiff: 2 Page Ref: 531AACSB: Reflective Thinking69) Which of the following are traditional assumptions about automobile manufacturing?A) maximize machine utilizationB) fixed set up timesC) build to inventory to reduce unit costD) maximize backwards integrationE) all of the aboveAnswer: EDiff: 2 Page Ref: 531AACSB: Reflective Thinking70) Which of the following assumptions does not belong in a list of characteristics of lean production?A) labor is more costly than machinesB) set up time can be reducedC) minimize inventory to cut costs, wasteD) maximize backwards integrationE) inspection to prevent defective productionAnswer: DDiff: 2 Page Ref: 531AACSB: Reflective Thinking71) In contrast to the lean producers, U.S. mass producers typically maintain operations that involve all of the following except:A) less mechanization.B) greater labor direct content.C) divide employees with no overlap.D) limited quality control.E) employee teamwork.Answer: EDiff: 3 Page Ref: 532AACSB: Reflective Thinking72) Concepts such as "assembler value chains" and "downstream value chains" are associated with:A) lean production.B) the matrix structure.C) polycentric organizational designs.D) the global marketing audit.E) traditional assembly designs.Answer: ADiff: 2 Page Ref: 532-534AACSB: Reflective Thinking73) Which of the following does not describe the Toyota Production System (TPS)?A) jidokaB) 'just-in-time'C) fixed setup timeD) built-in qualityE) visualizing problemsAnswer: CDiff: 2 Page Ref: 532AACSB: Reflective Thinking74) Primary stakeholders include all of the following except:A) top management.B) employees.C) media.D) suppliers.E) customers.Answer: CDiff: 2 Page Ref: 535-536AACSB: Reflective Thinking75) Secondary shareholders include all of the following except:A) media.B) employees.C) local community groups.D) nongovernmental organizations.E) general business community.Answer: BDiff: 2 Page Ref: 535-536AACSB: Reflective Thinking76) In developing countries, globalization's opponents accuse companies of:A) undermining local cultures.B) placing intellectual property rights ahead of human rights.C) promoting unhealthy diets and unsafe food technologies.D) pursuing unsustainable consumption.E) all of the aboveAnswer: EDiff: 2 Page Ref: 536AACSB: Reflective Thinking77) In a socially responsible firm, employees perform all of the following except:A) conduct business in an ethical manner.B) pursue goals and policies that are in society's best interest.C) guided by moral principles.D) distinguish between right and wrong.E) develop their own core ideologies on moral principles.Answer: EDiff: 2 Page Ref: 536-537AACSB: Reflective Thinking78) The universal concerns for global companies established by the United Nations Global Compact consists of the following three dimensions:A) factor conditions, demand conditions, industry conditions.B) human rights, animal rights, and the environment.C) content domain, human conditions and animal rights.D) human rights, labor, and the environment.E) content domains, animal rights, and labor.Answer: DDiff: 2 Page Ref: 539-540AACSB: Ethical Reasoning79) Nike came under fire from critics who alleged poor working conditions in the factories that make the company's athletic shoes. This is an example of the demand for:A) labor unions.B) equal opportunity employment.C) higher wages.D) standards for working conditions.E) corporate social responsibility.Answer: EDiff: 2 Page Ref: 536-539AACSB: Ethical Reasoning80) The Timberland Company is best known for its popular hiking boots and work boots. It is a global mission-centered company. Timberland unveiled a sort of "nutritional label" on its footwear boxes as a means of:A) showing the strength of work boots.B) to promote the health benefit of walking.C) to communicate its CSR commitment.D) showing the quality of materials used.E) to communicate the popularity of hiking boots.Answer: CDiff: 2 Page Ref: 537AACSB: Ethical Reasoning81) How important is the nationality of the top management position holder in global businesses? Answer: Many globally minded companies realize that the best person for a top management job or board position is not necessarily someone born in the home country. The ability to speak foreign languages is one difference between managers born and raised in the United States and those born and raised elsewhere. There are many examples of executives who were from other than the country where the business is located. Alexander Trotman was born in England and speaks English, French, and German. Howard Stringer is the chief executive at Sony. Generally speaking, however, Japanese companies have been reluctant to place non-Japanese nationals in top positions. For years, only Sony, Mazda, and Mitsubishi had foreigners on their boards. In March 1999 the French company Renault SA bought a stake in Nissan Motor and installed a Brazilian, Carlos Ghosn, as president. An outsider, Ghosn was required to move aggressively to cut costs and make drastic changes in Nissan's structure. He also introduced two new words into Nissan's lexicon: speed and commitment. His life story and exploits have been so important that he is celebrated in a big comic that is popular with Japanese.Diff: 2 Page Ref: 518-520AACSB: Reflective Thinking82) As a company's international business grows, the need for having international divisions become evident. Explain how an international division structure works and what factors contribute to the establishment of an international division.Answer: The complexity of coordination and directing activities grows with the growth of international business. Pressure is created to assemble a staff with the responsibility for coordination and direction of the growing international activities of the organization. This demands the creation of the international division as has happened in many of the organizations such as Wal-Mart, Levi Strauss, Best Buy and Walt Disney Company. Four factors contribute to the establishment of an international division. First, top management's commitment to global operations has increased enough to justify an organizational unit headed by a senior manager. Second, the complexity of international operations requires a single organizational unit whose management has sufficient authority to make its own determination on important issues such as which market entry strategy to employ. Third, an international division is frequently formed when the firm has recognized the need for internal specialists to deal with the special demands of global operations. A fourth contributing factor is management's recognition of the importance of strategically scanning the global horizon for opportunities and aligning them with company resources rather than simply responding on an ad hoc basis to situations as they arise.Diff: 2 Page Ref: 524-526AACSB: Reflective Thinking83) What are Regional Management Centers? What are the advantages of having such centers in the management of global businesses?Answer: When business is conducted in a single region that is characterized by similarities in economic, social, geographical, and political conditions, there is both justification and need for a management center. Thus, another stage of organizational evolution is the emergence of an area or regional headquarters as a management layer between the country organization and the international division headquarters. The increasing importance of the EU as a regional market has prompted a number of companies to change their organizational structures by setting up regional headquarters there. A regional center typically coordinates decisions on pricing, sourcing, and other matters. Executives at the regional center also participate in the planning and control of each country's operations with an eye toward applying country knowledge on a regional basis and optimally utilizing corporate resources on a regional basis. Regional management can offer a company several advantages. First, many regional managers agree that an on-the-scene regional management unit makes sense where there is a real need for coordinated, pan-regional decision making. Coordinated regional planning and control are becoming necessary as the national subsidiary continues to lose its relevance as an independent operating unit. Regional management can probably achieve the best balance of geographical, product, and functional considerations required to implement corporate objectives effectively. By shifting operations and decision making to the region, the company is better able to maintain an insider advantage. The major disadvantage of a regional center is its cost.Diff: 2 Page Ref: 526AACSB: Reflective Thinking84) McDonald's organizational design integrates the international division and geographical structures. How does the geographical and product division structure work in a global context? Answer: As a company becomes more global, management frequently faces the dilemma of whether to organize by geography or by product lines. The geographical structure involves the assignment of operational responsibility for geographic areas of the world to line managers. The corporate headquarters retains responsibility for world-wide planning and control, and each area of the world — including the "home" or base market — is organizationally equal. For the company with French origins, for example, France is simply another geographic market under the organizational arrangement. This structure is most common in companies with closely related product lines that are sold in similar end-use markets around the world. For example, the major international oil companies utilize the geographical structure. McDonald's U.S. is organized into five geographical operating divisions and McDonald's International has four. When an organization assigns regional or worldwide product responsibility to its product divisions, manufacturing standardization can result in significant economies. One potential disadvantage of the product approach is that local input from individual country managers may be ignored with the result that products will not be sufficiently tailored to local markets.Diff: 2 Page Ref: 526-527AACSB: Reflective Thinking。

全球营销-基坎-第六版-第九章题库-答案

Global Marketing, 6e (Keegan/Green)Chapter 9 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances 1) Companies like Bill Blass, Hugo Boss, and other global design icons typically generate more revenue from licensing deals for jeans, fragrances, and watches than from their high-priced couture lines.Answer: TRUEDiff: 2 Page Ref: 265-267AACSB: Reflective Thinking2) Licensing is a contractual agreement whereby one company (the licensor) makes a legally protected asset available to another company (the licensee) in exchange for royalties, license fees, or some other form of compensation.Answer: TRUEDiff: 1 Page Ref: 2653) Licensing enables companies to circumvent tariffs, quotas, or similar export barriers. Answer: TRUEDiff: 2 Page Ref: 266AACSB: Reflective Thinking4) Licensing agreements offer unlimited market control.Answer: FALSEDiff: 2 Page Ref: 266AACSB: Reflective Thinking5) Apple's failure to license its technology in the pre-Windows era arguably cost the company tens of billions of dollars.Answer: TRUEDiff: 2 Page Ref: 2676) Companies may find that the upfront easy money obtained from licensing turns out to be a very expensive source of revenue.Answer: TRUEDiff: 2 Page Ref: 267AACSB: Reflective Thinking7) Sony was the first company to manufacture and market a transistor radio.Answer: FALSEDiff: 2 Page Ref: 267AACSB: Reflective Thinking8) Sony's worldwide success in manufacturing and marketing transistor radios in the 1950s stemmed from its joint venture arrangement with an American corporation.Answer: TRUEDiff: 1 Page Ref: 2679) One of the cornerstones of Apple Computers' business strategy has been licensing its famed operating system.Answer: TRUEDiff: 2 Page Ref: 267AACSB: Reflective Thinking10) Starbucks' relentless pursuit of new market opportunities in Germany and other countries illustrates the fact that most firms face a limited range of strategy alternatives.Answer: FALSEDiff: 1 Page Ref: 265AACSB: Reflective Thinking11) A company that emphasizes direct investment as a market entry strategy is subject to a higher degree of political risk than a company that relies heavily on exporting.Answer: TRUEDiff: 1 Page Ref: 265AACSB: Reflective Thinking12) Franchising is a variation of licensing strategy in which there is a contract between the parent company franchiser and a franchisee that allows the franchisee to operate a business developed by the franchiser in return for all rights for operations.Answer: FALSEDiff: 2 Page Ref: 267AACSB: Reflective Thinking13) In China, regulations require foreign franchisers to directly own two or more stores for a minimum of one year before franchising.Answer: TRUEDiff: 1 Page Ref: 269AACSB: Analytic Skills14) McDonald's has the largest number of overseas sites according to a listing in the Wall Street Journal (2006).Answer: FALSEDiff: 1 Page Ref: 26815) Franchising in a global market is actually a market entry strategy that is typically executed with less localization than licensing.Answer: TRUEDiff: 2 Page Ref: 269AACSB: Reflective Thinking16) Foreign direct investment figures reflect investment flows out of the home country as companies invest in or acquire plants, equipment, or other assets.Answer: TRUEDiff: 2 Page Ref: 269-270AACSB: Reflective Thinking17) Foreign investment can take the form of outright acquisition.Answer: TRUEDiff: 2 Page Ref: 270AACSB: Reflective Thinking18) A joint venture with a local partner represents another form of strategy that is similar to exporting and licensing.Answer: FALSEDiff: 2 Page Ref: 270-271AACSB: Reflective Thinking19) A lesson that can be learned from Anheuser-Busch's experience in Japan is that it is better to give control to a local partner via a licensing agreement rather than making a major investment. Answer: TRUEDiff: 2 Page Ref: 271-272AACSB: Analytic Skills20) The joint venture between Corning Glass and Mexican manufacturer Vitro failed primarily due to conflicts arising out of cultural differences.Answer: TRUEDiff: 2 Page Ref: 27221) GM and South Korea's Daewoo Group formed a joint venture which helped Daewoo improve its competitiveness. The venture was terminated since Daewoo prevented the import of GM cars to Korea.Answer: FALSEDiff: 2 Page Ref: 272-27322) An example of a successful joint venture is Ericsson's cell phone alliance with Sony. Answer: TRUEDiff: 2 Page Ref: 273AACSB: Analytic Skills23) "Greenfield investment" is a phrase sometimes used interchangeably with the phrase "licensing agreement."Answer: FALSEDiff: 2 Page Ref: 274-275AACSB: Reflective Thinking24) In 2008 the largest merger and acquisition deal in the pharmaceutical industry, Roche's acquisition of Genentech, is an example of an equity stake.Answer: FALSEDiff: 2 Page Ref: 27625) Companies may move from licensing or joint venture strategies to ownership in order to achieve faster expansion in a market, greater control, or higher profits.Answer: TRUEDiff: 2 Page Ref: 274AACSB: Reflective Thinking26) Monsanto and the German pharmaceutical company, Bayer AG, recently entered a joint venture.Answer: FALSEDiff: 2 Page Ref: 274AACSB: Reflective Thinking27) If government restrictions prevent majority or 100 percent ownership by foreign companies, the investing company will have to settle for a minority equity stake.Answer: TRUEDiff: 2 Page Ref: 274AACSB: Reflective Thinking28) Japan's Fuji Photo Film Company invested hundreds of millions of dollars in the United States after the U.S. government ruled that Fuji was guilty of dumping.Answer: TRUEDiff: 2 Page Ref: 275AACSB: Reflective Thinking29) Following its bankruptcy filing in 2009, GM divested itself of several non-core businesses and brands, including Saab.Answer: TRUEDiff: 2 Page Ref: 276AACSB: Reflective Thinking30) Borden ended licensing and joint venture arrangements for branded food products in Japan and set up its own production, distribution, and marketing capabilities for dairy products. For non-food products, Borden has maintained joint venture relationships with Japanese partners in flexible packaging and foundry materials. All this indicates that strategy preference may change over time. Answer: TRUEDiff: 2 Page Ref: 277AACSB: Analytic Skills31) To succeed in global markets, firms can rely exclusively on the technological superiority or core competence which made them successful in the past.Answer: FALSEDiff: 2 Page Ref: 279AACSB: Reflective Thinking32) Sony entered into a strategic partnership with Samsung in order to produce flat-panel TV screens due to the high product development costs.Answer: TRUEDiff: 2 Page Ref: 280AACSB: Reflective Thinking33) Some companies prefer global strategic partnerships to joint ventures because, with a GSP, there is less risk of strengthening a competitor.Answer: FALSEDiff: 2 Page Ref: 279-280AACSB: Reflective Thinking34) The CFM partnership between General Electric (USA) and Snecma (France) is a notable example of a successful GSP.Answer: TRUEDiff: 2 Page Ref: 283AACSB: Reflective Thinking35) In Japan, a horizontal "keir etsu" is a form of business alliance between companies in a particular group headed by a trading company, bank, or other cash-rich entity.Answer: TRUEDiff: 2 Page Ref: 286-289AACSB: Reflective Thinking36) Because "keir etsu" relationships are crossing the Pacific and directly affecting the American market, U.S. companies have reason to be concerned.Answer: TRUEDiff: 2 Page Ref: 286-289AACSB: Reflective Thinking37) The South Korean government has recently abandoned the "chaebol" industry structure in favor of the "keiretsu"structure.Answer: FALSEDiff: 1 Page Ref: 286-28938) "Digital keiretsu" refers to alliances between companies in several industries that are undergoing transformation and convergence.Answer: TRUEDiff: 2 Page Ref: 286-289AACSB: Reflective Thinking39) In a country and market concentration strategy, a company serves many markets in a few countries.Answer: FALSEDiff: 2 Page Ref: 290-291AACSB: Reflective Thinking40) In country and market diversification strategy, a company seeks out the world market for a product.Answer: FALSEDiff: 2 Page Ref: 290-291AACSB: Reflective Thinking41) For Starbucks and other companies whose business models include a service component it is not recommended that they use this method for going global.A) joint venturesB) licensingC) 100 percent ownershipD) exportingE) franchisingAnswer: DDiff: 2 Page Ref: 265AACSB: Reflective Thinking42) Licensing as a market entry mode has several disadvantages and opportunity costs, which does not include:A) limited market control.B) agreement may have short life.C) leveraging and exploiting by licensee.D) similar product or technology development by licensee.E) adaptations by licensee to fit local tastes.Answer: EDiff: 2 Page Ref: 265-267AACSB: Reflective Thinking43) In order to prevent a licensor-competitor from gaining unilateral benefit, licensing agreements should provide for:A) contract manufacturing.B) franchising.C) cross licensing.D) strategic decision-making.E) adaptation for local tastes.Answer: CDiff: 2 Page Ref: 267AACSB: Reflective Thinking44) ________ represent(s) a market entry strategy whereby one company permits a foreign company to make use of its patents, know-how, technology, company name, or other intangible assets in return for a royalty payment.A) Joint venturesB) One hundred percent ownershipC) LicensingD) ExportingE) Global strategic alliancesAnswer: CDiff: 2 Page Ref: 265-267AACSB: Reflective Thinking45) Pollo Campero, a chicken restaurant chain based in Central America is using the following method for expanding operation in the United States.A) joint venturesB) licensingC) exportingD) franchisingE) acquisitionAnswer: DDiff: 2 Page Ref: 267AACSB: Reflective Thinking46) In the mid-1990s, NCR signed an agreement allowing two South Korean companies, Samsung and Hyundai, to build computers based on NCR's "parallel processing" technology. Samsung and Hyundai can sell the new computers everywhere except the U.S., Western Europe, Japan, and Australia. This arrangement is typical of which entry strategy?A) joint venturesB) licensingC) 100% ownershipD) exportingE) global strategic alliancesAnswer: BDiff: 2 Page Ref: 265-267AACSB: Reflective Thinking47) The specialty retailing industry, as well as the fast-food industry, favors ________ for global growth:A) licensingB) investmentC) franchisingD) joint venturesE) strategic alliancesAnswer: CDiff: 2 Page Ref: 269AACSB: Reflective Thinking48) The agreements that allow McDonald's franchisees around the globe to use McDonald's trademarked name and menu items represent, in essence, which form of market entry?A) joint venturesB) franchisingC) 100% ownershipD) exportingE) acquisitionAnswer: BDiff: 2 Page Ref: 269AACSB: Reflective Thinking49) McDonald's success in franchising in global markets can be attributed to several factors which does not include:A) a well known global brand name.B) a business system that can be easily replicated.C) local market knowledge.D) cross licensing.E) granting franchisees leeway to tailor menu offerings to suit local tastes.Answer: DDiff: 3 Page Ref: 269AACSB: Analytic Skills50) Based on rankings by the Wall Street Journal (2006) the company which has the most overseas franchised sites is:A) Domino's Pizza.B) Subway.C) 7-Eleven.D) McDonald's.E) Yum Brands.Answer: CDiff: 2 Page Ref: 26851) Honda has invested $550 million in building an assembly plant in Greensburg, Indiana; IKEA spent nearly $2 billion to open stores in Russia; and South Korea's LG Electronics purchased a 58% stake in Zenith Electronics. All of these are examples of:A) acquisition.B) licensing.C) franchising.D) FDI.E) exporting.Answer: DDiff: 2 Page Ref: 269-270AACSB: Reflective Thinking52) Starbucks has been successful in various global markets; however, it has to face tough competition in several countries. In China the challenge comes from the traditional Chinese tea house. Starbucks found that the Chinese consumers have different tastes and behavior patterns which include all of the following except:A) Chinese consumers prefer drinking in the cafes.B) Chinese consumers prefer carry-out.C) Chinese consumers go to cafes to socialize.D) store traffic is heaviest in the afternoon.E) Chinese need to be educated about coffee.Answer: BDiff: 2 Page Ref: 264-265AACSB: Reflective Thinking53) Which of the following does not fit into the sequence of experiences Anheuser-Busch had in Japan?A) Anheuser-Busch first entered Japan by means of a licensing agreement with Suntory, the smallest brewery in Japan.B) Anheuser-Busch created a joint venture with Kirin Brewery, the market leader.C) Anheuser-Busch dissolved the joint venture with Kirin Brewery.D) Anheuser-Busch entered into a joint venture with Kirin Brewery.E) Anheuser-Busch reverted to a licensing agreement with Kirin Brewery.Answer: DDiff: 2 Page Ref: 270-271AACSB: Reflective Thinking54) GM executives are looking for a joint venture with AvtoVAZ, the largest carmaker in:A) Germany.B) Lithuania.C) Russia.D) Kazakhstan.E) Turkey.Answer: CDiff: 2 Page Ref: 271AACSB: Reflective Thinking55) In a joint venture with Russian manufacturer AvtoVAZ, GM executives were planning to havea stripped-down reengineered car based on its Opel model. However, the market research revealed that a "Made-in-Russia" car would only be acceptable if:A) it has a German name.B) it sported a very low sticker price.C) it has an American name.D) it has a very high sticker price.E) it has a Russian name.Answer: BDiff: 2 Page Ref: 271AACSB: Reflective Thinking56) Joint ventures have proven successful for many companies. However, there are certain disadvantages which does not include:A) risk sharing.B) market knowledge.C) achieve synergy.D) control and coordination.E) market entry.Answer: DDiff: 2 Page Ref: 270-272AACSB: Reflective Thinking57) Sony Ericsson is a ________ Sweden's Telefonaktiebolaget LM and Japanese consumer electronics giant Sony Corporation.A) a joint venture betweenB) licensor forC) licensee forD) franchisee forE) franchisor forAnswer: ADiff: 2 Page Ref: 273AACSB: Reflective Thinking58) The president of a Mexican company recently remarked, "Business in Mexico is done on a consensus basis, very genteel and sometimes slow by U.S. standards." A few months later, the Mexican company and its U.S. joint venture partner parted company. Judging by the president's remark, one important reason for the "divorce" was:A) failure of one partner to live up to the terms of the contract.B) cultural differences.C) the cancellation of NAFTA.D) the U.S. government's insistence on quick negotiations.E) the language barrier.Answer: BDiff: 2 Page Ref: 272AACSB: Multicultural and Diversity59) As a general rule, the Chinese government allows foreign companies to participate in its market only if those companies agree to establish operations with local Chinese enterprises. Which market entry mode would be the appropriate choice under these circumstances?A) acquisitionB) licensingC) joint ventureD) exportingE) franchisingAnswer: CDiff: 2 Page Ref: 272-273AACSB: Reflective Thinking60) Which automaker currently has a joint venture with Hindustan Motors (India)?A) VolkswagenB) FordC) GMD) RenaultE) MazdaAnswer: CDiff: 3 Page Ref: 272AACSB: Reflective Thinking61) Which of the following currently owns a 70% stake in Skoda, the Czech automaker?A) GMB) VolkswagenC) FordD) DaimlerChryslerE) RenaultAnswer: BDiff: 3 Page Ref: 27562) Which automaker owns an equity stake in Japan's Nissan Motor?A) GMB) VolkswagenC) FordD) DaimlerChryslerE) RenaultAnswer: EDiff: 3 Page Ref: 27563) Gerber's woes in France illustrate some of the disadvantages of which market entry strategy?A) joint venturesB) licensingC) 100% ownershipD) exportingE) franchisingAnswer: BDiff: 2 Page Ref: 277AACSB: Reflective Thinking64) ________ is a market entry mode that traditionally has been used by companies that, for one reason or another, needed a partner to manufacture products for sale in the partner's home country market.A) AcquisitionB) Strategic allianceC) Joint ventureD) ExportingE) LicensingAnswer: CDiff: 2 Page Ref: 277AACSB: Reflective Thinking65) Which of the following is not a characteristic of global strategic alliances?A) Participants maintain independence outside the framework of alliance.B) Participants share benefits of the alliance.C) Participants share control over the performance of the assigned tasks.D) Participants make ongoing contributions in technology, products, and other areas.E) Participants agree not to compete in areas unrelated to the alliance.Answer: EDiff: 2 Page Ref: 279-281AACSB: Reflective Thinking66) Which of the following is not a characteristic of global strategic alliances?A) Participants maintain independence outside the framework of alliance.B) Participants share benefits as well as control.C) Participants make ongoing contributions in technology, products, and other areas.D) Participants focus on an individual country market.E) Participants share benefits of the alliance.Answer: DDiff: 2 Page Ref: 279-281AACSB: Reflective Thinking67) The terminology used to describe the new forms of cooperation strategies varies widely and the phrases used include all of the following except:A) collaborative agreements.B) strategic alliances.C) global strategic partnerships.D) strategic international alliances.E) Greenfield operations.Answer: EDiff: 2 Page Ref: 279AACSB: Reflective Thinking68) GSPs (Global Strategic Partnerships) are attractive for several reasons which does not include:A) sharing high product development costs.B) sharing technological developments.C) securing access to national and regional markets.D) continuous transfer of technology between partners.E) focus on a single national market or a specific problem.Answer: EDiff: 2 Page Ref: 279-281AACSB: Reflective Thinking69) Which of the following does not fit in with the factors that should be considered by companies forming GSP's?A) Partners are competitors to each other.B) Harmony is not the most important measure of success.C) All employees and managers must understand where cooperation ends and competitive compromise begins.D) :Learning from partners is critically important.E) none of the aboveAnswer: EDiff: 2 Page Ref: 279-281AACSB: Reflective Thinking70) "Discussion and consensus must be the norms. Partners must be viewed as equals." When applied to global strategic partnerships, this statement indicates the importance of which factor?A) missionB) strategyC) governanceD) cultureE) organizationAnswer: CDiff: 2 Page Ref: 281AACSB: Reflective Thinking71) "Successful GSPs create win-win situations, where participants pursue objectives on the basis of mutual advantage." When applied to global strategic partnerships, this statement indicates the importance of which factor?A) missionB) strategyC) governanceD) cultureE) organizationAnswer: ADiff: 2 Page Ref: 281-282AACSB: Reflective Thinking72) According to a 1991 report by McKinsey & Co. problems of alliances between Western and Japanese firms were related to all of the following factors except:A) objective levels of performance.B) a feeling of mutual disillusionment.C) difference in expectations.D) balance between partners.E) frictional loss.Answer: ADiff: 3 Page Ref: 282AACSB: Analytic Skills73) Boeing developed the wide bodied aircraft, the 777 with about ________ percent of the work subcontracted out to Mitsubishi, Fuji, and Kawasaki.A) 50B) 25C) 20D) 60E) 75Answer: CDiff: 3 Page Ref: 28374) The success of CFM International (the strategic partnership between GE and Snecma) can be attributed to which of the following?A) compatibility of the partnersB) capability of the partnersC) commitment of the partnersD) all of the aboveE) none of the aboveAnswer: DDiff: 2 Page Ref: 283AACSB: Reflective Thinking75) A number of factors combine to make Russia an excellent location for an alliance which does not include:A) a well-educated workforce.B) quality is important to Russian consumers.C) abundance of supplies.D) potential for economic growth.E) potential for growth in service sector.Answer: CDiff: 2 Page Ref: 284-286AACSB: Reflective Thinking76) Which of the following is NOT true of Japanese keiretsu?A) promotes risk sharingB) promotes long-term employmentC) ensures low prices for Japanese consumersD) blocks foreign suppliers from the Japanese marketE) relationships are cemented by bank ownershipAnswer: EDiff: 3 Page Ref: 286-289AACSB: Analytic Skills77) Which of the following is true about Japanese keiretsu?A) Toyota is a vertical keiretsu, Mitsubishi is a horizontal keiretsu.B) Toyota is a horizontal keir etsu, Mitsubishi is a vertical keiretsu.C) Toyota and Mitsubishi are both horizontal keiretsu.D) Toyota and Mitsubishi are both vertical keiretsu.E) none of the aboveAnswer: ADiff: 3 Page Ref: 286-289AACSB: Analytic Skills78) Which of the following statements most accurately describes the extent to which GM and Toyota outsource components?A) GM and Toyota each outsource approximately 50 percent of their components.B) Toyota outsources about 50 percent of its components; GM outsources about 75 percent.C) GM outsources about 50 percent of its components; Toyota outsources about 75 percent.D) Neither GM nor Toyota outsources a significant proportion of its components.E) GM and Toyota each outsource approximately 25 percent of their components.Answer: CDiff: 3 Page Ref: 287-288AACSB: Analytic Skills79) The next stage in the evolution of the global strategic alliance is predicted to be in the form of:A) mergers and acquisition.B) relationship enterprise.C) franchising.D) joint ventures.E) keiretsu.Answer: BDiff: 2 Page Ref: 290AACSB: Reflective Thinking80) Saab markets two luxury car models, both prized by drivers for their "quirkiness." Thirty percent of Saab's sales come from the USA, with most of the rest from Western Europe. Which strategy does Saab appear to be using?A) country concentration/market segment concentrationB) country diversification/market segment concentrationC) country concentration/market segment diversificationD) country diversification/market segment diversificationE) none of the aboveAnswer: ADiff: 2 Page Ref: 290-291AACSB: Reflective Thinking81) Walt Disney Company has successfully adapted licensing as a market entry mode in different countries. What are the advantages of using licensing as entry mode?Answer: Walt Disney Company generates nearly $ 15 billion in annual revenues from licensed merchandise, thanks to the popularity of their theme parks, movies, and television shows, as well as Mickey Mouse, Winnie the Pooh, and other popular characters which have gained familiarity all over the world. Licensing is a contractual arrangement whereby one company (the licensor) makes a legally protected asset available to another company (the licensee) in exchange for royalties, license fees, or some other form of compensation. There are two key advantages associated with licensing as a market entry mode. First of all, because the licensee is typically a local business that will produce and market the goods or services on a local or regional basis, companies can circumvent tariffs, quotas, or similar export barriers. Secondly, licensees are granted considerable autonomy by the licensor to freely adapt the licensed goods to an extent to suit the local tastes and preferences. Disney licenses trademarked cartoon characters, names and logos to producers of clothing, toys, and watches for sale throughout the world. This allows Disney to create synergies based on its core theme park, motion pictures, and television businesses. Its licensees have considerable leeway to adapt colors, materials, or other design elements that fit with the local tastes of a particular country or region.Diff: 2 Page Ref: 265-267AACSB: Reflective Thinking82) Nike provides technical specifications to a subcontractor or local manufacturer for its products. What is this arrangement called and what are its major benefits and drawbacks?Answer: This type of arrangement is referred to as "contract manufacturing." Nike, for example, provides technical specifications of products to be manufactured to the subcontractor who then oversees production. The licensing firm can specialize in product design and marketing, while transferring responsibility for ownership of manufacturing facilities to contractors and subcontractors. Other advantages include limited commitment of financial and managerial resources and quick entry into target countries. This is especially helpful when the target market is too small to justify full- scale investment. Also, there is the possible advantage of securing labor and resources at less cost than in the licensors home country or manufacturing plant. One disadvantage would be that the licensed companies may become subject to public scrutiny and criticism for several reasons. Nike has to face this problem if workers in the contracted companies are underpaid. Inhumane working conditions and hiring underage workers have also been points of criticism by many governmental and private organizations. Violations of sustainable business practices have also come under scrutiny.Diff: 2 Page Ref: 267-269AACSB: Reflective Thinking83) McDonald's and other fast food restaurants have benefitted tremendously by using franchising as a mode of entry into different countries. What are the benefits of franchising and how does it differ from other modes of entry?Answer: Franchising involves a contract between a parent company (franchiser) and a franchisee that allows a franchisee to operate a business developed by the franchiser in return for a fee and adherence to franchise-wide policies and practices. This definition is very similar to that of licensing since franchising itself is another variation of licensing strategy. McDonald's is a very good example of the success that can be achieved through franchising. It has great appeal to local entrepreneurs who are very anxious to learn and apply franchising, which has been found to be very successful in the United States. The specialty retailing industry favors franchising as a market entry mode. Many of the famous American restaurant chains have used franchising to enter and to develop in other countries. McDonald's has a well-known global brand name and a business system that can be easily replicated in multiple country markets. It also provides it franchisees considerable leeway to tailor restaurant interior designs and menu offerings to suitcountry-specific preferences and tastes. Franchising is a market entry strategy that is typically executed with less localization than licensing.Diff: 2 Page Ref: 267-269AACSB: Reflective Thinking。

国际市场营销英文练习题库及答案

1. Management with a geocentric orientation viewing the entire world as a potential market and striving to develop an integrated world market strategy.2. Marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitors do.3. Product concept is such an idea that consumers will favor products that offer the most quality performance and features, and that the organization should therefore devote its energy to making continuous product improvement.4. The production concept is such a philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency.5. The goal of differentiation principle is to create competitive advantage.6. What does global localization mean? Thinking globally and acting locally.7. EPRG Framework consists of Ethnocentric orientation, Polycentric orientation, Regiocentric Orientation, Geocentric Orientation.8. Three principles of marketing includes value principle, differentiation principle, focus principle.9. Which management philosophy holds that achieving organizational goals need to determine the needs and wants of target markets. Marketing concept, social marketing concept.10. Marketing is a social and manager process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.√对1. European union is a kind of Economic Unions.2. Two or more countries agree to abolish all internal barriers to trade among themselves, Then they establish a Free trade areas.3. Power distance index(PPDI Refers to the extent to which the less powerful member of a society accept- even expect- that power is to be distributed uniquely.4. Lower middle income countries, also known as less developed countries/LDCs.5. Expropriation is a kind of political risk.6. High income countries also known as advanced industrialized postindustrial or first world countries.7. Self -reference criterion(SRC) refers to the unconscious reference to one's own cultural values.8. Market Allocation relies on consumers to allocate resources.9. Which of the following belongs to the most of delusion of equity control?Expropriation, Confiscaction, Nationalization, Creeping expropriation.10. In a high context country lawyers is less important , a person's word is his or her bond, responsibility for organizational error is taken by highest level, people breathe on each other.11. Sovereignty refers to the spring and independent political authority of a country.12. There are three types of economic systems, namely capitalist, sociologist, and mixed.13. There are four stages of market development, namely low income countries, lower middle income countries, upper middle income countries, and high income countries.14. Culture can be explained by ways of living built up by a group of human beings which are transmitted from one generation to another.15. Maslow's hierarchy of needs is a useful theory of human motivation that helps explain cultural universals.1. Segmentation is defined as the process of dividing the world market into distinct success of consumers that behave in the same way or have similar needs.2. Demographic segmentation is dividing the world based on measurable characteristics of populations, such as age, gender, income, national income, education and occupation, etc.3. Behavior segmentation focus on whether people buy or use a product, how often and how much they use it.4. Targeting is the act of evaluating and comparing the identified segments in order to select one or more of them as prospects with the highest potential.5. Differentiated global marketing entails targeting two or more distinct segments with different marketing mixes.6. Positioning is the location of a product in the mind of its customers，that is positioning is what happens in the mind of the customer.7. High-tech positioning is a kind of positioning strategy for products which are ppurchased on concrete product features; Bears already have processed or wish to acquire considerable technical Information.8. Core product consists of the core, problem solving benefits that consumers seek when they buy a product.9. Product life cycle is the cause of a product's sales and profits over its lifetime.10. Then company sells exactly the same product or service with the same advertising as used in the home country ,in some or all world market countries or segments, we say the company chooses a dual expansion strategy for global product expansion.11. Transfer pricing refers to the pricing of goods and services bought and sold by operating units or divisions of a single company.12. Price escalation is the increase in a product's price as transportation ,duty and distributor margins are added to the factory price.13. Distribution channel refers to an organized network of agencies and institutions which in combination perform all the activities required to link producers with users to accomplish the marketing task.14. The width of distribution channel is depending on the number of intermediaries in each level of channel.15. Promotion refers to all forms of communication used by organizations to inform ,remaind,explain, persuade, and influence the attitudes and buying behavior of customers and other persons.16. Advertising refers to any sponsored paid message placed in a mass medium.17. The goal of public relations is to build good relations with company's various publics.18. Personal selling is the interpersonal art of the promotion mix, which involves two -way ,personal communication between salespeople and individual customers-whether face to face ,by telephone,through video conferences ,or by other means.19. Sales promotion refers to any consumers or trade program of limited duration that is tangible value to a product or brand.20. The goal of sales promotion is to encourage the purchase our sale of a product or service through the short term incentives.21. ST p refers to segmentation positioning and targeting.22. Consumer products contains of convenience, shopping, specialty ,and unsought products on the basis of how they are purchased.23. Sure, when the design product. We need to consider such factors as preferences, cost, laws and regulations ,compatibility and so on.24. What are the factors influencing price setting? Pricing objectives, competitive prices, demand for the product, cost.25. Which of the following a new product pricing strategies? Market skimming pricing, Market penetration pricing.。

推销试题及答案英语

推销试题及答案英语Content:In the realm of English communication, persuasion is a subtle art that can significantly influence the outcome of a conversation. Whether it's in a business setting, a social gathering, or even in academic discussions, the ability to persuade effectively is a valuable skill. Here are some strategies to enhance your persuasive abilities in English:1. Understand Your Audience: The first step in persuasion is to know your audience. What are their interests, concerns, and values? Tailoring your message to resonate with them is crucial.2. Establish Credibility: Before you can persuade, you must be credible. Use facts, figures, and expert opinions to back up your arguments. This lends weight to your statements and makes your audience more likely to trust you.3. Use Emotional Appeal: While logic is important, emotions can be a powerful persuader. Stories, anecdotes, and appeals to common experiences can create an emotional connection that can be hard to resist.4. Structure Your Argument: A well-structured argument is easier to follow and more convincing. Start with an introduction that grabs attention, present your main pointslogically, and conclude with a strong call to action.5. Employ Rhetorical Devices: Rhetorical devices such as repetition, metaphor, and rhetorical questions can make your speech more engaging and memorable.6. Practice Active Listening: Listening to the other party is not just about being polite; it's also about understanding their perspective. This can help you adjust your argument to address their concerns more effectively.7. Be Adaptable: Every conversation is dynamic. Be ready to adapt your approach based on the responses you receive. Flexibility can make the difference between a successful persuasion and a missed opportunity.8. Use Visual Aids: When appropriate, use visual aids such as graphs, charts, or images to support your argument. They can help to simplify complex ideas and make them more accessible.9. Be Confident and Sincere: Confidence in your message and sincerity in your delivery can make a significant impact. Believe in what you are saying, and your audience is more likely to do the same.10. End on a High Note: Conclude your argument with a powerful statement or question that leaves a lasting impression. This can be a call to action, a thought-provoking question, or a summary of your main points.Remember, persuasion is not about forcing your views onothers but about guiding them to see the merits of your argument. Practice these techniques, and you will find yourself becoming a more persuasive communicator in English.。

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changes, alter a company’s future revenues and costs.
F____15. If Sony Corp. hedges the company’s dollar-denominated receivables by
buying a forward contract and the dollar subsequently strengthens against
Exports Ltd. Assume further that Imports Ltd. will pay in its home-country
currency. If management at Exports Ltd. forecasts that the home currency of
the traditional survey approach when researching latent markets.
F____33. “Back translation” is a technique used to ensure that currency conversion is
T____ 12. In 1997, when currency speculators mounted an attack on the Hong Kong
dollar, which was still pegged to the U.S. dollar, Hong Kong Monetary
subject to review by the European Commission.
T____26. A company hoping to protect its trade secrets from being stolen by a foreign
company can seek relief under the TRIPs agreement if both companies do
Imports Inc. will weaken, Exports Inc. should hedge in the forward market.
F____17. Japan and Saudi Arabia are two countries with low-context cultures.
Authority defended the peg by using Hong Kong’s ample reserves to buy
and therefore support the value of the Hong Kong dollar. This is a good
according to PPP, the euro will depreciate relative to the yen.
F____14. Transaction exposure arises when currency fluctuations, together with price
industrialized countries.
T____ 31. The surveillance scanning mode includes viewing and monitoring.
F____ 32. As discussed in Chapter 5, management guru Peter Drucker advises using
F____18. In a high-context culture, lawyers and legal paperwork form the backbone
of many business deals.
F____19. The extent to which a new product can be tried on a limited basis without
business in GATT signatory countries.
F____ 27. A U.S. company is exempt from the Foreign Corrupt Practices Act if a
host-country citizen serving as an agent for the company pays a bribe to a
F_____ 9. The largest percentage of the world's population lives in low-income
countries with GNP per capita ≥$755 but≤$2,995.
T____ 10. Argentina, Brazil, Mexico, Turkey, and Poland are all BEMs that are
F____ 3. The rallying cry of the global marketer is “think locally, act locally.”
F____4. A cornerstone of Harley-Davidson’s global marketing strategy is
categorized as upper-middle-income nations.
F____ 11. Competitive advantage is defined as "the concentration of attention on a
core business or competence."
F____1. In the era of "boundaryless" business, marketing should remain a monopoly
organizational function under the exclusive control of the marketing
value of worldwide foreign exchange transactions and capital movements.
F____ 7. Most economic systems in the world today are "pure" market allocation
T____21. Integrated circuits are an example of products that exhibit a low level of
environmental sensitivity.
F____22. The G7 is comprised of low-income countries.
department.
F____ 2. The Coca-Cola Company has achieved great success in global marketing by
pursuing a policy of strict standardization of all marketing mix elements.
great expense is known as relative advantage.
T____20. According to Hofstede’s research on cultural values, Hong Kong and
France outrank other OECD members in terms of power distance.
T____23. If a foreign company can be shown to be “doing business” in the United
States, then it is subject to the jurisdiction of U.S. courts.
marketing strategies to the needs of each local market.
F____ 6. The dollar value of worldwide merchandise and services trade exceeds the
illustration of “Managed”.
F____ 13. Assume Germany and Japan are trading partners with floating exchange
rates. If Japan experiences inflation while prices are stable in Germany, then,
systems.
F____ 8. According to the Heritage Foundation, the country with the highest degree
of economies.
government official in the host country.
F____ 28. Industry experts agree that communication can only take place when an
advertisement is translated into the local language in a particular country.
T____ 29. Geert Hofstede’s name is associated with research on dimensions of culture
in different countries of the world.