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Exam 14: Marketing Internationally

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Question 31

Multiple Choice

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Much of the confusion in the ongoing discussion about whether a global firm can have global products results from the discussants not clarifying whether they are referring to the _____,_____or _____.

A) total,physical product,brand name.
B) final,physical product,brand name.
C) total,final product,brand name.
D) physical product,final product,brand name.
E) physical product,company logo.

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Question 32

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Services are generally less complex to market globally than:

A) consumer products.
B) industrial products.
C) luxury products.
D) basic consumer staples.
E) sporting equipment.

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Question 33

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The experience of suppliers to the youth market indicates that this market is essentially an international market segment.

The marketing mix is a set of strategy decisions made in the areas of product,production,promotion,and pricing in order to satisfy the needs and desires of customers in a target market.

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

Identify the appealing factors of online advertising in the international sphere,as discussed in the text.

Generally,industrial products require greater adaptation than consumer products to meet the demands of the world market.

A middle-ground advertising strategy in which the home office and the foreign subsidiaries agree on marketing objectives is called the computerized-management approach.

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

It is possible to hide profits with transfer prices.

The extent of the changes in the marketing mix a firm must make when going overseas depends on the country,the political forces,and the degree of market penetration desired by management.

Buyers of industrial goods and luxury products usually act on the same motives the world over,lending themselves to a standardized approach.

Public relations includes the various methods of communicating with the firm's publics,including the governments where it operates,in order to secure a favorable impression.

Why is it often impossible to standardize the marketing mix worldwide?

When formulating product strategies,international marketing managers must remember that they are selling:

Generally as marketers go down the economic and social strata in each country,they tend to find greater similarities among countries on social and cultural values.

Discuss the programmed-management approach to advertising strategy.

The promotional mix includes:

Laws on pollution,consumer protection,and operator safety are critical as legal forces.

Honda's "You meet the nicest people on a Honda" campaign appealed to Americans who used their motorcycles as pleasure vehicles,but in Brazil Honda stressed the use of the same motorcycles as basic transportation.This is an example of which promotional strategy?