Question 1
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:
product-communications extension.
product extension-communications adaptation.
product adaptation-communications extension.
product-communication adaptation.
product invention.
Question 2
An express warranty is a written guarantee that assures the buyer:
that he or she is getting what he or she desired.
that he or she will be able to get express response if any defects are found.
that he or she is getting what he or she has paid for.
that he or she will be able to contact the manufacturer whenever needed.
that he or she has limited time for filling out information required by the manufacturer.
Question 3
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 Total?
product-communications extension
product extension-communications adaptation
product adaptation-communications extension
dual adaptation
product innovation
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:
switch trading.
compensation trading.
Question 5
According to a recent study of European industrial exporters, companies that utilized independent distributors would be most likely to utilize:
ethnocentric pricing.
polycentric pricing.
regiocentric pricing.
geocentric pricing.
extension pricing.
Question 6
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?
price skimming
market penetration
price bundling
price fixing
Question 7
By definition, ________ feature a narrow but deep merchandise mix and high levels of service.
department stores
specialty retailers
convenience stores
discount stores
Question 8
Peer-to-peer (p-to-p) marketing uses distribution channels through:
electronic commerce.
Question 9
The retail environment in developing countries presents challenges for marketing nonperishable items. In Mexico, Proctor & Gamble, Unilever, Colgate-Palmolive, and other global consumer product companies use ________ for their products:
door-to-door selling
buy-in-bulk selling
mom-and-pop stores
franchised stores
manufacturer-owned stores
Question 10
A recent global campaign for IKEA, the Swedish home furnishings retailer, positioned houses as homes — a place for love, memories, and laughter. This is a classic example of:
emotional appeal.
rational appeal.
selling proposition.
advertising appeal.
creative appeal.
Question 11
The advertising promise that captures the reason that people buy products is known as:
creative strategy.
the advertising appeal.
the selling proposition.
the creative execution.
the big idea.
Question 12
________ is the phrase global marketers use to describe ads with common design elements into which localized elements are inserted for individual country markets.
"Pattern advertising"
"Template advertising"
"Cookie-cutter advertising"
"Model advertising"
"Stereotype advertising"
Question 13
In fall 2002, a new Broadway production of Puccini's La Boheme was set in Paris circa 1957. The stage set included billboards for luxury pen maker Montblanc and Piper-Heidsieck champagne. This is an example of:
consumer sales promotion
product placement
trade sales promotion
global awareness
Question 14
Product placement has reached the world of live theater and opera. The difference between product placement and other forms of promotion is:
ethical concerns are not taken into account.
viewers are being marketed to subliminally without their consent.
products are focused showing different angles.
prominent personalities add a message about the product.
sponsors are recognized for their contribution.
Question 15
Coupons are not a favorite promotion tool for use in:
the United Kingdom.
the United States.
Question 16
"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 17
Which of the following pioneers of the digital revolution developed URL, http, and HTML, thus paving the way for the World Wide Web?
Robert Noyce and Jack Kilby
Vincent Atanasoff and Clifford Berry
Vint Serf and Bob Kahn
Steve Jobs and Steve Wozniak
Tim Berners-Lee
Question 18
The domain name for Amazon company in Germany is:
Question 19
Hundreds of small companies such as Martin-Logan and Mark Levinson compete in the high-end audiophile segment of the consumer electronics industry. If analyzed in terms of Porter's generic strategies framework, such companies might be said to be pursuing competitive advantage via:
cost leadership.
cost focus.
focused differentiation.
consumer differentiation.
Question 20
When company management decides that it is unwilling to follow the "conventional wisdom" and instead finds a new way to gain competitive advantage, it might be said to be:
searching for loose bricks.
changing the rules of engagement.
building layers of advantage.
Question 21
Maytag has been called "the Rolls-Royce of washers and dryers." Maytag markets Neptune, a high-tech machine, at a substantially higher than regular washer prices. This is an example of:
cost leadership.
cost focus.
focused differentiation.
consumer focus.
Question 22
According to Michael Porter's research on the competitive advantage of nations, human, physical, knowledge, capital, and infrastructure resources are all components of a country's:
factor conditions.
demand conditions.
strategy, structure, and rivalry.
related and supporting industries.
global conditions.
Question 23
Which global company has dissolved its matrix structure in order to achieve "greater speed and efficiency by further focusing and flattening the organization"?
Levi Strauss
Pearson PLC
Question 24
According to David Whitwam, former CEO of Whirlpool, one must create an organization whose people are:
adept at exchanging ideas.
absolutely free of the “not-invented here” syndrome.
constantly working together to identify best global opportunities.
working together to solve the biggest global problems.
able to adapt to systems across borders.
Question 25
Which global marketing expert recommends an organization design based on a "global superstructure" that views the world in terms of 30 regions?
Paul Krugman
Kenichi Ohmae
Tom Peters
Michael Porter
Kazuo Inamori