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True/False Questions
1. A recent study of North American and European corporations indicated that the need
to stay cost competitive was the most important external issue.
Answer: True Page: 312 Difficulty: Moderate Type: Comprehension
2. The big question in global marketing management today is standardization versus
adaptation.
Answer: False Page: 312 Difficulty: Moderate Type: Comprehension
3. With respect to globalism, only in America can international market requirements be
an afterthought.
Answer: True Page: 313 Difficulty: Moderate Type: Comprehension
4. To be a success in the marketplace today, the best companies will focus on country as
the primary segmentation variable.
Answer: False Page: 314 Difficulty: Hard Type: Comprehension
5. The Nestl way is to dominate its markets. One of the ways Nestl does this is to
decentralize with respect to foreign markets.
Answer: True Page: 315 Difficulty: Moderate Type: Fact and Application
6. Tactical planning is essentially long term, incorporating generalized goals for the
enterprise as a whole.
Answer: False Page: 317 Difficulty: Hard Type: Definition
7. Strategic planning is conducted at the highest levels of management and deals with
product, capital, and research, and long-term and short-term goals of the company.
Answer: True Page: 317 Difficulty: Easy Type: Definition
8. The first phase of the international planning process is to adapt the marketing mix to
target markets.
Answer: False Page: 319, Exhibit 11.1 Difficulty: Moderate Type: Fact
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78. _________ planning is essentially long term, incorporating generalized goals for the
enterprise as a whole.
Answer: Corporate
79. __________ planning is conducted at the highest levels of management and deals with
products, capital, and research, and long- and short-term goals of the company.
Answer: Strategic
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81. The final phase of the international planning process is called as ___________ and
____________.
Answer: implementation--control
Comprehension
82. In Phase 2 of the international planning process, the marketer adapts the marketing
mix to _________ markets.
Answer: target
83. A company has four different modes of foreign market entry from which to select.
They are __________, _____________, _____________, and _____________.
Answer: exporting, contractual agreements, strategic alliances, and direct foreign
investment Page: 323, Exhibit 11.2 Difficulty: Hard Type: Comprehension
84. With _________ exporting the company sells to a customer in another country.
Answer: direct
85. With ___________ exporting the company sells to a buyer in the home country who in
turn exports the product.
Answer: indirect
87. If domestic business would like to acquire the patent rights of a foreign firm so
business can be conducted in the domestic business's local market, the domestic
business would need to engage in ____________ to use the patent rights legally.
Answer: licensing
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89. SIA is a business relationship established by two or more companies to cooperate out
of mutual need and to share risk in achieving a common objective. In the above
example, SIA stands for _________ ___________ _____________.
Answer: strategic international alliance
Definition
90. Because of the high equity requirement, _____ __________ ___________ is probably
the most risky of the four market entry modes.
Answer: direct foreign investment
Comprehension
91. ___________ structures of organizational design work best when a close relationship
with national and local governments is important.
Answer: Geographic
92. Considerations of where decisions will be made, by whom, and by which method
constitutes a major element of organizational strategy. These decisions fall in the
realm of what is called __________ of decision.
Answer: locus
Essay Questions
93. Briefly, explain the benefits of global marketing.
Page: 315-317 Difficulty: Moderate Type: Comprehension
Answer:
When large market segments can be identified, economies of scale in production and
marketing can be important competitive advantages of global companies. Other
benefits include: (a) a transfer of experience and know-how across countries through
improved coordination and integration of marketing activities, (b) ensures access to
the toughest customers, and (c) diversity of markets served carries with it additional
financial benefits.
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