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International Business : The Challenge of Global Competition, 8/e

Donald Ball
Wendell H. McCulloch, California State University Long Beach
Paul L. Frantz, California State University Long Beach
Michael Geringer, California Polytechnic State University
Michael S. Minor, University of Texas Pan American

Marketing Internationally

Multiple Choice Quiz


1	The international marketing manager's task is more complex than that of the domestic marketing manager because:
		A)	of the great variations in uncontrollable environmental factors.
		B)	the market served is much larger.
		C)	more products are involved.
		D)	promotions cannot be in English.


2	The marketing mix consists of a set of strategy decisions for the purpose of satisfying the customers in a target market. These strategy decisions are in the areas of:
		A)	product.
		B)	promotion.
		C)	pricing.
		D)	all of the above.


3	Management would prefer ____________ standardization of the marketing mix.
		A)	local
		B)	domestic
		C)	global
		D)	regional


4	The benefits from standardization of the marketing mix are:
		A)	predictable costs.
		B)	easier control and coordination from regional units.
		C)	reduction in the time spent in preparing the marketing plan.
		D)	all of the above.


5	What the customer buys, including the physical product, brand name, accessories, after-sales service, warranty, instructions for use, company image, and package is known as the:
		A)	product mix.
		B)	total product.
		C)	complete package.
		D)	complete strategy.


6	As a total product, the tonic water produced by Cadbury Schweppes is:
		A)	global.
		B)	multidomestic.
		C)	regional.
		D)	domestic.


7	Often, Europeans will not buy American machinery:
		A)	unless the machinery is made in the metric system to metric measurements.
		B)	unless the directions for use are printed in the local language and in English.
		C)	unless cosmetic changes such as dial conversion to metrics are made.
		D)	unless no comparable European product is available.


8	Relatively simple adaptations are frequently sufficient to compensate for physical product differences of foreign operators. However, somewhat more drastic modifications in the physical product may be necessary in developing countries because of:
		A)	poor literacy rates.
		B)	a tendency to overload equipment.
		C)	poor maintenance records.
		D)	all of the above.


9	Generally consumer products require ___________________ to meet local market requirements than do industrial products.
		A)	greater modification
		B)	less modification
		C)	the same amount of modification
		D)	none of the above.


10	In introducing new products, especially when the goal is immediate market penetration, marketers must be aware that generally, as they go down the economic and social strata in each country, they will tend to find greater dissimilarities among countries with respect to:
		A)	general purchasing power.
		B)	legal requirements.
		C)	social and cultural values.
		D)	product acceptance.


11	The marketing of services is similar to the marketing of:
		A)	intangible products.
		B)	consumer products.
		C)	financial products.
		D)	industrial products.


12	American authorities told a Belgian brewer that tried to introduce its Delerium Tremens lager to the US market, that the name was:
		A)	already used by an American manufacturer of lager.
		B)	an incitement to drinking.
		C)	indecent.
		D)	offensive to Americans.


13	An important difference in social forces to which American marketers are not accustomed is people's preference in other nations, both developed and developing for:
		A)	smaller packaging.
		B)	multi-language labeling.
		C)	making daily visits to the small neighborhood specialty shops.
		D)	brightly colored packaging.


14	Managements accustomed to the American law, which establishes the right to a brand name by priority of use, are surprised to learn that in code law countries, a brand name:
		A)	cannot be owned.
		B)	requires extensive registration procedures.
		C)	is unimportant.
		D)	belongs to the person registering it first.


15	Promotion, one of the basic elements of the marketing mix, is communication that secures understanding between a firm and its _________ to bring about a favorable buying action and achieve a long-lasting confidence in the firm and the product or service it provides.
		A)	publics
		B)	suppliers
		C)	audience
		D)	consumers


16	Which of the following is not one of the six strategies most commonly used in promotion?
		A)	Same product – same message.
		B)	Same product – different message.
		C)	Different product – same message.
		D)	Different product for different use – different message.


17	Of all of the promotional mix elements, advertising is the:
		A)	one with the greatest dissimilarities worldwide.
		B)	most difficult to manage.
		C)	one with the greatest similarities worldwide.
		D)	easiest to manage.


18	Manufacturers are increasingly using global or regional brands for a number of reasons. Which of the following is not one of the reasons?
		A)	Cost.
		B)	The belief by some marketing managers that their companies must have a single image throughout the region.
		C)	Global and regional satellite and cable television are becoming available.
		D)	Companies are establishing global organizations.


19	____________ brands have become a serious competitor for manufacturer's brands.
		A)	Global
		B)	Regional
		C)	Local
		D)	Private


20	Because a firm does not introduce a new product simultaneously in all markets, the same product:
		A)	may be successful in one market and unsuccessful in another.
		B)	will not be at the same stage of the product life cycle everywhere.
		C)	may cost different amounts in different markets.
		D)	may face different legal restrictions in different markets.

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