Question 1: ________ represent(s) the cumulative added value of a company's investment in the marketing of a brand over time.
Brand extensions
Co-branding
Brand image
Brand equity
Brand loyalty
Question 2: Maslow's hierarchy is applicable to global marketing because it can help explain how:
basic human needs can drive the development of global products.
"self-actualization" is the highest-order need in Japan as well as Western nations.
status needs in different countries can only be fulfilled with localized products.
"luxury badging" is irrelevant to companies marketing in Asia.
Asians differ from Westerners in their basic physiological needs.
Question 3: 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 Japan?
product-communications extension
product extension-communications adaptation
product adaptation-communications extension
product-communication adaptation
product invention
Question 4: 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% 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:
barter.
switch trading.
compensation trading.
offset.
dumping.
Question 5: Which pricing strategy has the advantage of being simple to calculate but has the disadvantage of ignoring demand and competitive conditions?
gray marketing
skimming
penetration
market holding
cost-based
Question 6: Joseph Quinlan, chief marketing strategist at Bank of America, estimated that about 25% 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.
dumping
gray marketing
transfer pricing
price skimming
price fixing
Question 7: When Wal-Mart Stores first expanded into Mexico, management established a joint venture with the country's largest retailer. Judging by the approach Wal-Mart used, management must have viewed Mexico as:
culturally close and easy to enter.
culturally distant and easy to enter.
culturally close and difficult to enter.
culturally distant and difficult to enter.
culturally difficult and easy to enter.
Question 8: Which personal computer company began life as a b-to-b marketer and then began marketing direct to the home PC market?
Hewlett-Packard
Compaq
Dell
Acer
Sony
Question 9: Order processing, warehousing, and inventory management are all functions pertaining to:
a polycentric orientation.
physical distribution and logistics.
sales promotion.
personal selling.
chain acquisition.
Question 10: In advertising, a(n) ________ is an agent who chooses graphics, pictures, type styles, and other visual elements and has general responsibility for the overall look of an advertisement.
art director
copywriter
IMC manager
PR practitioner
stylist
Question 11: Japan's Fuji Photo Film asked its advertising agency to develop an advocacy campaign for the United States targeted to appeal both to Wal-Mart and to its customers. This is an example of ________.
local advertising
pattern advertising
global advertising
advocacy advertising
image advertising
Question 12: A ________ company possesses a critical marketing advantage with respect to marketing communications.
domestic
local
global
glocal
multinational
Question 13: Traditional support media include:
indoor posters.
billboards.
newspapers.
magazines.
catalogs.
Question 14: When a company must decide on the composition of its foreign sales force, which alternative is generally the most expensive?
expatriates
third-country nationals
host-country nationals
agents of any nationality
agents of host country
Question 15: Which country or region offers direct marketers the advantage of a well-developed mailing list industry?
United States
Japan
Western Europe
Latin America
South Korea
Question 16: ________ are online retail operations that allow customers to purchase goods and services.
Promotion sites
Matrix sites
Transfer sites
Transaction sites
Content sites
Question 17: ________ -commerce is one of the significant marketing opportunities made possible by the digital revolution.
Multinational
Mobile
Multisegment
Marginal-cost
Multilingual
Question 18: "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:
the five forces model.
the flagship model.
strategic intent.
the innovator's dilemma.
the innovator's dream.
Question 19: In the terminology of the strategic intent framework for competitive advantage, a firm that establishes advantages in a number of different areas has:
attribute diversity.
marketing breadth.
comparative advantage.
layers of advantage.
a "double diamond."
Question 20: Germany's Mittelstand companies have been extremely successful pursuing ________.
cost leadership
differentiation
cost focus
focused differentiation
cost differentiation
Question 21: Which of the following generic strategies best captures the way Harley-Davidson has achieved competitive advantage in the global motorcycle industry?
cost leadership
differentiation
cost focus
focused differentiation
cost differentiation
Question 22: In the 1950s, Sony licensed the technology for the transistor from Bell Labs and proceeded to become the world's leading manufacturer of portable radios. Which strategy was Sony using to gain competitive advantage?
collaboration
layers of advantage
changing the rules
loose bricks
engagement
Question 23: Which form of organization design is capable of integrating geographic knowledge, product knowledge, functional competencies, and customer knowledge?
matrix structure
international division structure
geographic structure
worldwide product division structure
regional management center
Question 24: Marjorie Scardino is chief executive of:
Nissan Motor (Japan).
Pearson PLC (Great Britain).
Ford Motor Company (USA).
Pharmacia Corporation (USA).
Atlas Copco AB (Sweden).
Question 25: Brazilian Carlos Ghosn is chief executive of:
Nissan Motor (Japan).
Pearson PLC (Great Britain).
Ford Motor Company (USA).
Pharmacia Corporation (USA).
Atlas Copco AB (Sweden).