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Global Marketing Test 1-08

By Marjorie Peterson,2014-06-13 19:13
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Global Marketing Test 1-08

    Final Test (A) for Global Marketing

    for students majoring in English

Part I True or false.(1'x15=15')

    1. One difference between “regular” marketing and global marketing is the geographic

    scope of activities.

    a. True

    b. False

    2. In the era of "boundaryless" business, marketing should remain a monopoly

    organizational function under the exclusive control of the marketing department.

    a. True

    b. False

    3. The value equation discussed in the chapter can be represented as V = P/B.

    a. True

    b. False

    4. When analyzing the marketing history of the Yugo automobile in terms of the value

    equation, one can conclude that the product with the lowest price is guaranteed

    market success.

    a. True

    b. False

    5. Competitive advantage is defined as "the concentration of attention on a core business

    or competence."

    a. True

    b. False

    6. PepsiCo recently divested its restaurant divisions to better concentrate on beverages

    and snack foods. This action is consistent with the discussion of focus in chapter 1.

    a. True

    b. False

    7. In a low-context culture, lawyers and legal paperwork form the backbone of many

    business deals.

    a. True

    b. False

    8. In a high-context culture, lawyers and legal paperwork form the backbone of many

    business deals.

    a. True

    b. False

    9. Global markets can be segmented in terms of both country groups and consumer

    groups.

    a. True

    b. False

    10. Income is an important variable in demographic segmentation.

    a. True

    b. False

11. By definition, demographic segmentation is based on measurable characteristics such

    as income, age, and gender.

    a. True

    b. False

    12. Consumer lifestyles are an important variable in demographic segmentation.

    a. True

    b. False

    13. Intangible product attributes play a limited role in global marketing.

    a. True

    b. False

    14. Brand equity is an example of a tangible product attribute.

    a. True

    b. False

    15. McDonald’s famous Golden Arches are a brand symbol.

    a. True

    b. False

Part 2 Multiple Choice (1X15,15%)

    1. An economic system in which resources are allocated by market forces but are

    predominantly under state ownership is known as:

    a. market capitalism

    b. centrally-planned capitalism

    c. market socialism

    d. centrally-planned socialism

2. Which type of economic system is characterized by market resource allocation and

    private resource ownership:

    a. market capitalism

b. centrally-planned capitalism

    c. market socialism

    d. centrally-planned socialism

    3. Which type of economic system is characterized by command resource allocation and private resource ownership:

    a. market capitalism

    b. centrally-planned capitalism

    c. market socialism

    d. centrally-planned socialism

    4. Which type of economic system is characterized by market resource allocation and state resource ownership:

    a. market capitalism

    b. centrally-planned capitalism

    c. market socialism

    d. centrally-planned socialism

    5. Which type of economic system is characterized by command resource allocation and state resource ownership:

    a. market capitalism

    b. centrally-planned capitalism

    c. market socialism

    d. centrally-planned socialism

    6. Engineers at a company in a developing country study an American computer chip design, copy it, and produce identical chips that are then sold to local computer makers. What form of intellectual property has been wrongly appropriated: a. patent

    b. copyright

    c. trademark

    d. trade secrets

    7. In many developing countries, manufacturers “knock off” clothing by Calvin Klein, Tommy Hilfiger, and other designers. The unauthorized goods bear the designer’s name, but are often of inferior quality and sell for lower prices than the real thing. What form of intellectual property has been wrongly appropriated: a. patent

    b. copyright

    c. trademark

    d. trade secrets

    8. The purpose of _____________ is to provide continuous flow of information about company operations.

    a. observation

    b. focus groups

    c. market research

    d. management information systems

    9. A systematic, project-specific data gathering effort is generally known as:

    a. marketing intelligence

    b. MIS

    c. market research

    d. a probability sample

    10. 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 above

    11. Which of the following lists some of the steps in the market research process in the

    correct order:

    a. determine information requirement>problem definition>choose unit of

    analysis>examine data availability>assess value of research

    b. problem definition >assess value of research>determine information

    requirement> choose unit of analysis>examine data availability

    c. examine data availability>problem definition>choose unit of

    analysis>assess value of research>determine information requirement

    12. choose unit of analysis>assess value of research>problem

    definition>determine information requirement>examine data

    availability_______ is the act of evaluating and comparing market segments and then

    selecting one or more of them to serve with products or services.

    a. Global market segmentation

    b. Targeting

    c. Positioning

    d. Sourcing

    13. When identifying global market segments, a fundamental guiding principle should be

    the need to determine:

    a. shared demographic characteristics

    b. similar languages

    c. similar needs and buying behavior

    d. similar ethnic backgrounds

    14. Which of the following is defined as "a company's effort to identify and categorize

    groups of customers and countries according to common characteristics."

    a. global sourcing

    b. global targeting

    c. global positioning

    d. global market segmentation

    15. Which of the following is the process of evaluating market segments and deciding

    which country, region, or group of people to focus a company's efforts on:

    a. global market segmentation

    b. global positioning

    c. global targeting

    d. global sourcing

    Part 3 Give definition to the following terms (3X5, 15%)

    1. Globalization 2. Brand 3. Transfer Pricing 4. Global brand leadership, 5. Global

    advertising

    Part 4 Answering the following questions: (3X10, 30%)

    1. 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.

    2. What are the driving forces for global marketing?

    3. What are the activities that must be performed when goods cross

    international boundaries?

Part 5 Essay questions. (25%)

     1. If you are going to enter into the international markets, and you are going to make a decision about the mode of your entry to the foreign markets, which mode will you choose? And why? (12%)

    2. If you are going to engage in the international marketing, and you need to choose a country to market your latest household appliances, such as

TV set, fridges and air-conditioners, etc., which country will you choose

and why? (13%)

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