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Multiple Choice Quiz
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1
Generally, management prefers global product standardization for all of the following reasons except:
A)there can be longer production runs, which lowers costs.
B)extra research and design expenses can be sourced to cheaper labor locations.
C)the creative work needed for promotion doesn't need to be done for each market.
D)a standardized corporate visual identity can help project a consistent image.
2
According to the text,
A)tonic water is a global physical product, but is a multidomestic total product.
B)chocolate is a global physical product and a multidomestic total product.
C)Nescafe is an example of a global physical product.
D)local preferences do not result in changes in well established products.
3
Generally, as marketers go down the economic strata in each country, they will tend to find:
A)similarities among countries with respect to social and cultural values.
B)dissimilarities among countries with respect to social and cultural values.
C)no significant differences with respect to social and cultural values.
D)greater government support for each succeeding lower stratum.
4
Standardized advertising is attractive because it allows for _____.
A)economies of scale.
B)less business for advertising agencies.
C)consumer benefits.
D)the learning curve.
5
A middle ground between an ad campaign that is standardized worldwide and an entirely local ad campaign is called a:
A)hybrid advertising campaign.
B)programmed-management approach.
C)computerized-management approach.
D)shared-management approach.





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