国际市场营销学 （原书第18版）测试题答案 Chapter 12 – Global Marketing Management Planning and Organization-answerkey

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InternationalMarketing,18e(Cateora)

Chapter12GlobalMarketingManagement:PlanningandOrganization

1)Inthe1970s,themarketsegmentationargumentinglobalmarketingwasframedas"globalintegrationversuslocalresponsiveness."

Answer:FALSE

Explanation:Inthe1970s,themarketsegmentationargumentwasframedas"standardizationversusadaptation."Inthe1980s,itwas"globalizationversuslocalization,"andinthe1990s,itwas"globalintegrationversuslocalresponsiveness."

Difficulty:1Easy

Topic:TheRoleoftheMarketingMixinInternationalMarketing

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

2)Themostsuccessfulcompaniesintheglobalmarketplacetodayfocusoncountryastheprimarysegmentationvariable.

Answer:FALSE

Explanation:Asglobalmarketscontinuetohomogenizeanddiversifysimultaneously,thebestcompanieswillavoidthetrapoffocusingoncountryastheprimarysegmentationvariable.

Difficulty:1Easy

Topic:TheRoleoftheMarketingMixinInternationalMarketing

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

3)Fromthemarketingperspective,theidealmarketsegmentsize,ifcustomersatisfactionisthegoal,isone.

Answer:TRUE

Explanation:Astheinformationexplosionallowsmarketerstosegmentmarketsevermorefinely,itisonlythemanufacturingand/orfinancemanagersincompanieswhoargueforstandardizationforthesakeofeconomiesofscale.Fromthemarketingperspective,customizationisalwaysbest.Theidealmarketsegmentsize,ifcustomersatisfactionisthegoal,isone.

Difficulty:1Easy

Topic:TheRoleoftheMarketingMixinInternationalMarketing

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

4)Ageandgenderhavebeenthemostobviousinternationalmarketsegmentationvariables,particularlyforAmericans.

Answer:FALSE

Explanation:Countryhasbeenthemostobvioussegmentationvariable,particularlyforAmericans.Butasbettercommunicationsystemscontinuetodissolvenationalborders,otherdimensionsofglobalmarketsaregrowinginsalience.

Difficulty:1Easy

Topic:TheRoleoftheMarketingMixinInternationalMarketing

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

5)Spreadingtheportfolioofmarketsservedstabilizesrevenuesandoperationsformanyglobalcompanies.

Answer:TRUE

Explanation:Spreadingtheportfolioofmarketsservedbringsimportantstabilityofrevenuesandoperationstomanyglobalcompanies.

Difficulty:1Easy

Topic:TheRoleoftheMarketingMixinInternationalMarketing

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

6)Tacticalplanningisessentiallylongterm,incorporatinggeneralizedgoalsforanenterpriseasawhole.

Answer:FALSE

Explanation:Internationalcorporateplanningisessentiallylongterm,incorporatinggeneralizedgoalsforanenterpriseasawhole.Tacticalplanning,ormarketplanning,pertainstospecificactionsandtotheallocationofresourcesusedtoimplementstrategicplanninggoalsinspecificmarkets.

Difficulty:1Easy

Topic:TheGlobalStrategicPlanningProcess

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

7)Strategicplanningdealswithproducts,capital,research,andthelong-andshort-termgoalsofacompany,andisconductedatthehighestlevelsofmanagement.

Answer:TRUE

Explanation:Strategicplanningisconductedatthehighestlevelsofmanagementanddealswithproducts,capital,research,andthelong-andshort-termgoalsofacompany.

Difficulty:1Easy

Topic:TheGlobalStrategicPlanningProcess

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

8)Inthecontextofplanningforglobalmarkets,theplanningprocessisaprimarymediumoforganizationallearning.

Answer:TRUE

Explanation:Theplanningprocessisaprimarymediumoforganizationallearning.

Difficulty:1Easy

Topic:TheGlobalStrategicPlanningProcess

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

9)Thefirststepintheinternationalplanningprocessistoadaptthemarketingmixtotargetmarkets.

Answer:FALSE

Explanation:Acriticalfirststepintheinternationalplanningprocessisdecidinginwhichexistingcountrymarkettomakeamarketinvestment.TheresultsofPhase1providethemarketerwiththebasicinformationnecessarytodoavarietyofthingsincludingdeterminingwhichpartofthemarketingmixcanbestandardizedandwhichpartofandhowthemarketingmixmustbeadaptedtomeetlocalmarketneeds.

Difficulty:1Easy

Topic:TheGlobalStrategicPlanningProcess

LearningObjective:12-02Theneedforplanningtoachievecompanygoals.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

10)IncorrectdecisionstakeninPhase2oftheinternationalplanningprocessleadtoproductsinappropriatefortheintendedmarketorcostlymistakesinpricing,advertising,andpromotion.

Answer:TRUE

Explanation:AmoredetailedexaminationofthecomponentsofthemarketingmixisthepurposeofPhase2oftheinternationalplanningprocess.Incorrectdecisionsatthispointleadtoproductsinappropriatefortheintendedmarketorcostlymistakesinpricing,advertising,andpromotion.

Difficulty:1Easy

Topic:TheGlobalStrategicPlanningProcess

LearningObjective:12-02Theneedforplanningtoachievecompanygoals.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

11)InPhase2oftheinternationalplanningprocess,theresultsofananalysisfrequentlyindicatethatthemarketingmixwouldrequiresuchdrasticadaptationthatadecisionnottoenteraparticularmarketismade.

Answer:TRUE

Explanation:Frequently,theresultsoftheanalysisinPhase2oftheinternationalplanningprocessindicatethatthemarketingmixwillrequiresuchdrasticadaptationthatadecisionnottoenteraparticularmarketismade.

Difficulty:1Easy

Topic:TheGlobalStrategicPlanningProcess

LearningObjective:12-02Theneedforplanningtoachievecompanygoals.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

12)Phase3oftheinternationalplanningprocessinvolvesdevelopingamarketingplananddecidingbudgetsandprofitexpectations.

Answer:TRUE

Explanation:Inphase3oftheinternationalplanningprocess,amarketingplanisdevelopedforthetargetmarket—whetheritisasinglecountryoraglobalmarketset.Thespecificplanestablisheswhatistobedone,bywhom,howitistobedone,andwhen.Includedarebudgetsandsalesandprofitexpectations.

Difficulty:1Easy

Topic:TheGlobalStrategicPlanningProcess

LearningObjective:12-02Theneedforplanningtoachievecompanygoals.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

13)Aninternationalmarketingplanbeginswithasituationanalysisandculminatesintheselectionofanentrymodeandaspecificactionprogramforamarket.

Answer:TRUE

Explanation:Inthecontextoftheinternationalplanningprocess,themarketingplanbeginswithasituationanalysisandculminatesintheselectionofanentrymodeandaspecificactionprogramforamarket.

Difficulty:1Easy

Topic:TheGlobalStrategicPlanningProcess

LearningObjective:12-02Theneedforplanningtoachievecompanygoals.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

14)Theamountofequityrequiredbyacompanytousedifferentmodesofentryinanewmarketaffectstherisk,return,andcontrolthatitwillhaveineachmode.

Answer:TRUE

Explanation:Theamountofequityrequiredbyacompanytousedifferentmodesofentryinanewmarketaffectstherisk,return,andcontrolthatitwillhaveineachmode.

Difficulty:1Easy

Topic:FactorsInfluencingEntryModes

LearningObjective:12-02Theneedforplanningtoachievecompanygoals.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

15)Withindirectexporting,acompanysellstoacustomerinanothercountrywithouttheuseofanyintermediariesordistributors.

Answer:FALSE

Explanation:Indirectexportingusuallymeansthatacompanysellstoabuyer(importerordistributor)inthehomecountry,whichinturnexportstheproduct.

Difficulty:1Easy

Topic:FactorsInfluencingEntryModes

LearningObjective:12-03Theimportantfactorsforeachalternativemarket-entrystrategy.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

16)ABelgiumcompanysellsitsproductstoalargeretailerinBelgium,whointurnsellstheproductsalloverEuropeandAsia.Thisisanexampleofindirectexporting.

Answer:TRUE

Explanation:Thisisanexampleofindirectexporting,whichusuallymeansthatthecompanysellstoabuyer(importerordistributor)inthehomecountry,whichinturnexportstheproduct.

Difficulty:2Medium

Topic:FactorsInfluencingEntryModes

LearningObjective:12-03Theimportantfactorsforeachalternativemarket-entrystrategy.

Bloom's:Apply

AACSB:KnowledgeApplication

Accessibility:KeyboardNavigation

17)Exportingisacommonmarket-entryapproachformatureinternationalcompanieswithstrongmarketingandrelationalcapabilities.

Answer:TRUE

Explanation:Exportingisacommonmarket-entryapproachformatureinternationalcompanieswithstrongmarketingandrelationalcapabilities.

Difficulty:1Easy

Topic:FactorsInfluencingEntryModes

LearningObjective:12-03Theimportantfactorsforeachalternativemarket-entrystrategy.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

18)Patentrights,trademarkrights,andtherightstousetechnologicalprocessesaregrantedinforeignlicensing.

Answer:TRUE

Explanation:Patentrights,trademarkrights,andtherightstousetechnologicalprocessesaregrantedinforeignlicensing.

Difficulty:1Easy

Topic:FactorsInfluencingEntryModes

LearningObjective:12-03Theimportantfactorsforeachalternativemarket-entrystrategy.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

19)Inthecontextofforeignmarketentry,licensingisleastsuitablewhencapitalisscarce.

Answer:FALSE

Explanation:Theadvantagesoflicensingaremostapparentwhencapitalisscarce,importrestrictionsforbidothermeansofentry,acountryissensitivetoforeignownership,orpatentsandtrademarksmustbeprotectedagainstcancellationfornonuse.

Difficulty:1Easy

Topic:FactorsInfluencingEntryModes

LearningObjective:12-03Theimportantfactorsforeachalternativemarket-entrystrategy.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

20)Withfranchising,afranchiserprovidesastandardpackageofproducts,systems,andmanagementservices,andafranchiseeprovidesmarketknowledge,capital,andpersonalinvolvementinmanagement.

Answer:TRUE

Explanation:Franchisingisarapidlygrowingformoflicensinginwhichafranchiserprovidesastandardpackageofproducts,systems,andmanagementservices,andafranchiseeprovidesmarketknowledge,capital,andpersonalinvolvementinmanagement.

Difficulty:1Easy

Topic:FactorsInfluencingEntryModes

LearningObjective:12-03Theimportantfactorsforeachalternativemarket-entrystrategy.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

21)Astrategicinternationalallianceinvolvesabusinessrelationshipestablishedbytwoormorecompaniesthatcooperateoutofmutualneedandshareriskinachievingacommonobjective.

Answer:TRUE

Explanation:Astrategicinternationalalliance(SIA)isabusinessrelationshipestablishedbytwoormorecompaniestocooperateoutofmutualneedandtoshareriskinachievingacommonobjective.

Difficulty:1Easy

Topic:AdvantagesandDisadvantagesofStrategicAlliances,CollaborativeArrangementsandAcquisitions

LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

22)Jointventuresaresimilarinstructureandorganizationtominorityholdingsbyamultinationalcompanyinalocalfirm.

Answer:FALSE

Explanation:Ajointventureisdifferentfromothertypesofstrategicalliancesorcollaborativerelationshipsinthatajointventureisapartnershipoftwoormoreparticipatingcompaniesthathavejoinedforcestocreateaseparatelegalentity.JointventuresaredifferentfromminorityholdingsbyanMNCinalocalfirm.

Difficulty:1Easy

Topic:FactorsInfluencingEntryModes

LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

23)Thefirststepinbuildingstrategicinternationalalliancesiscalleddating.

Answer:TRUE

Explanation:Thefirststepinbuildingstrategicinternationalalliances(SIA)iscalleddating.ASIAisabusinessrelationshipestablishedbytwoormorecompaniestocooperateoutofmutualneedandtoshareriskinachievingacommonobjective.

Difficulty:1Easy

Topic:AdvantagesandDisadvantagesofStrategicAlliances,CollaborativeArrangementsandAcquisitions

LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

24)AnAmericancompanyhasjustenteredintoanagreementwithaGermanfirmtocreateaseparatelegalentity.ThisnewfirmwillbeallowedtoconductbusinessandactivelycompeteinvariousEuropeanUnionmarkets.Thisisajointventure.

Answer:TRUE

Explanation:Inthiscase,thecreationofaseparatelegalentitybytheAmericancompanyandtheGermanfirmisanexampleofajointventure.Ajointventureisapartnershipoftwoormoreparticipatingcompaniesthathavejoinedforcestocreateaseparatelegalentity.

Difficulty:2Medium

Topic:FactorsInfluencingEntryModes

LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.

Bloom's:Apply

AACSB:KnowledgeApplication

Accessibility:KeyboardNavigation

25)WhenU.S.companiesfaceunfamiliarlegalandculturalbarriersinanothercountry,itispreferabletobuyanexistingbusinessthantoenterintoajointventure.

Answer:FALSE

Explanation:Internationaljointventuresprovideawaytoentermarketsthatposelegalandculturalbarriersthatislessriskythanacquisitionofanexistingcompany.

Difficulty:1Easy

Topic:FactorsInfluencingEntryModes

LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

26)Sixhigh-technologycompaniesjoinedforcestoproduceandmarkettheirproductsinJapan.Byjoiningtogether,thesecompanieswereabletoentertheJapanesemarketforthefirsttime.Thisisanexampleofaconsortium.

Answer:TRUE

Explanation:Inthiscase,thearrangementbythehigh-technologycompaniestoproduceandmarkettheirproductstogetherintheJapanesemarketisanexampleofaconsortium.

Difficulty:2Medium

Topic:FactorsInfluencingEntryModes

LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.

Bloom's:Apply

AACSB:KnowledgeApplication

Accessibility:KeyboardNavigation

27)AnAustraliantelevisionmanufacturerrecentlyinvestedinaplanttobuildtunersinMexico.Thisformofinternationalbusinessisaptlynamedinternationallicensing.

Answer:FALSE

Explanation:Inthiscase,theAustraliantelevisionmanufacturerisengagedindirectforeigninvestment.

Difficulty:2Medium

Topic:FactorsInfluencingEntryModes

LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.

Bloom's:Apply

AACSB:KnowledgeApplication

Accessibility:KeyboardNavigation

28)Freetradeareasthataretariff-freeamongmembersbuthaveacommontarifffornonmemberscreateanopportunitythatcanbecapitalizedonbydirectinvestment.

Answer:TRUE

Explanation:Thegrowthoffreetradeareasthataretariff-freeamongmembersbuthaveacommontarifffornonmemberscreatesanopportunitythatcanbecapitalizedonbydirectinvestment.

Difficulty:1Easy

Topic:FactorsInfluencingEntryModes

LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

29)Anadvantageofamatrixorganizationalstructureininternationalbusinessisthatitpermitsmanagementtorespondtotheconflictsthatariseamongfunctionalactivity,product,andgeography.

Answer:TRUE

Explanation:Amatrixstructurepermitsmanagementtorespondtotheconflictsthatariseamongfunctionalactivity,product,andgeography.

Difficulty:1Easy

Topic:OverviewofOrganizationalStructureandDesign

LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

30)Ifaproductisculturallysensitive,thendecisionsrelatedtotheproductaremorelikelytobecentralized.

Answer:FALSE

Explanation:Ifaproductisculturallysensitive,thedecisionsaremorelikelytobedecentralized.

Difficulty:1Easy

Topic:OverviewofOrganizationalStructureandDesign

LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.

Bloom's:Remember

AACSB:Diversity

Accessibility:KeyboardNavigation

31)DellCorporationisagoodexampleofmasscustomizationbecauseit

A)maintainsalargeinventoryofproducts.

B)buildscomputerstoorder.

C)marketstocountriesallovertheword.

D)providesone-to-onecustomerservicesupport.

E)useslocalcompaniestobuilditscomputers.

Answer:B

Explanation:Agoodexampleof"masscustomization"isDellComputerCorporation,whichmaintainsnoinventoryandbuildseachcomputertoorder.ThetrendbacktowardlocalizationiscausedbytheefficienciesofcustomizationmadepossiblebytheInternetandincreasinglyflexiblemanufacturingprocesses.

Difficulty:1Easy

Topic:RequirementsofaGloballyDispersedProductionSystem

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Understand

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

32)Withrespecttoglobalmarketingmanagement,theargumentformarketsegmentationinthe1980swasframedas

A)globalizationversuslocalization.

B)standardizationversusadaptation.

C)adaptationversusone-to-onemarketing.

D)globalizationversusone-to-onemarketing.

E)standardizationversuslocalization.

Answer:A

Explanation:Inthe1970s,themarketsegmentationargumentwasframedas"standardizationversusadaptation."Inthe1980s,itwas"globalizationversuslocalization,"andinthe1990s,itwas"globalintegrationversuslocalresponsiveness."

Difficulty:1Easy

Topic:TheRoleoftheMarketingMixinInternationalMarketing

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

33)CompanyMwasweighingwhetheritcouldbecompetitiveifitstandardizeditsproductsfortheglobalmarket.Itshouldconsiderthreecriteria:easeofcontrol,flexibility,and

A)globalregularity.

B)degreeofadaptation.

C)marketingcapabilities.

D)diversity.

E)communicationcapabilities.

Answer:A

Explanation:Threecriteriadrivethedecisionofwhetherornottostandardize:tractability(easeofcontrol),flexibility,andglobal"regularity,"oruniformdemandinwidelydispersedmarkets.

Difficulty:1Easy

Topic:TheRoleoftheMarketingMixinInternationalMarketing

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

34)Inthecontextofglobalmarketingmanagement,internationalmarketersframedtheargumenttowardmarketsegmentationduringthe1970sas

A)globalintegrationversusone-to-onemarketing.

B)standardizationversusadaptation.

C)adaptationversusone-to-onemarketing.

D)globalintegrationversuslocalresponsiveness.

E)standardizationversuslocalresponsiveness.

Answer:B

Explanation:Inthe1970s,themarketsegmentationargumentwasframedas"standardizationversusadaptation."Inthe1980s,itwas"globalizationversuslocalization,"andinthe1990s,itwas"globalintegrationversuslocalresponsiveness."

Difficulty:1Easy

Topic:TheRoleoftheMarketingMixinInternationalMarketing

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

35)CompanyGtakesadvantageoftheInternetandflexiblemanufacturingtocreateproductsthatvarydependingonthemarketitissoldinto.ThisdemonstratesCompanyG'sfocuson

A)localization.

B)centralization.

C)diversity.

D)competition.

E)standardization.

Answer:A

Explanation:Thetrendtowardlocalization,orproducingcustomizedproductsforspecificlocalmarkets,ispartlycausedbytheefficienciesofcustomizationmadepossiblebytheInternetandincreasinglyflexiblemanufacturingprocesses.

Difficulty:2Medium

Topic:TheRoleoftheMarketingMixinInternationalMarketing

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Apply

AACSB:KnowledgeApplication

Accessibility:KeyboardNavigation

36)Whatisthecrucialquestionfacinginternationalmarketerstoday?

A)Whatarethemostefficientwaystosegmentmarkets?

B)Whenisadaptationmorerelevantthancustomization?

C)HowcanIbettersegmentbycountry?

D)HowcanIavoidsegmentingonthebasisoflanguage,age,andincome?

E)HowcanIbecomemoreethnocentric?

Answer:A

Explanation:Inthe21stcentury,standardizationversusadaptationissimplynottherightquestiontoask.Rather,thecrucialquestionfacinginternationalmarketersiswhatarethemostefficientwaystosegmentmarkets?Countryhasbeenthemostobvioussegmentationvariable,particularlyforAmericans.Butasbettercommunicationsystemscontinuetodissolvenationalborders,otherdimensionsofglobalmarketsaregrowinginsalience.

Difficulty:1Easy

Topic:TheRoleoftheMarketingMixinInternationalMarketing

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Remember

AACSB:KnowledgeApplication

Accessibility:KeyboardNavigation

37)Whichcompanyhasbeenknownforitsabilitytoadapttolocalneedsandwantsintheinternationalmarketplacesinceitsinceptionin1866?

A)Kodak

B)GeneralFoods

C)R.J.ReynoldsTobacco

D)RalstonPurina

E)Nestlé

Answer:E

Explanation:Nestléhasbeeninternationalalmostfromitsstartin1866asamakerofinfantformula.Itsoverallstrategyis:(1)thinkandplanlongterm,(2)decentralize,(3)sticktowhatyouknow,and(4)adapttolocaltastes.

Difficulty:1Easy

Topic:TheRoleoftheMarketingMixinInternationalMarketing

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

38)Alcoasentlineworkersandmanagerstoforeignlocationstoseekoutnewtechniquesandprocesses,andtheybroughtthembacktothehomecountrytoimproveoperations.Thisshowsthebenefitsof

A)hiringdiversity.

B)standardization.

C)improvisation.

D)globalmarketing.

E)transfersofknowledge.

Answer:E

Explanation:AtAlcoa,lineworkersweresenttotheJapaneseplanttolearntechniques,whichwerethentransferredtotheU.S.operations.Becauseofthebenefitsofsuchtransfersofknowledge,Alcoahaschangeditspracticeofsendingmanagersoverseasto"keepaneyeonthings"tosendinglineworkersandmanagerstoforeignlocationstoseekoutnewtechniquesandprocesses.

Difficulty:1Easy

Topic:TheRoleoftheMarketingMixinInternationalMarketing

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

39)Whatstatementisafeatureofinternationalcorporateplanning?

A)Itonlyaddressesmarketingandadvertisingquestions.

B)Itspecificallydealswithacompany'sproducts,capital,andresearch.

C)Itpredominantlydealswiththetacticalissuesofmarketing.

D)Itisessentiallylongterminnature.

E)Itreferstotheplansthataremadeatthelocallevel.

Answer:D

Explanation:Internationalcorporateplanningisessentiallylongterm,incorporatinggeneralizedgoalsforanenterpriseasawhole.

Difficulty:2Medium

Topic:TheGlobalStrategicPlanningProcess

LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.

Bloom's:Understand

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

40)Whatstatementrelatestostrategicplanning?

A)Itisconductedatthelowestlevelsofmanagement.

B)Itdealswithacompany'spro