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

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InternationalMarketing,18e(Cateora)

Chapter12GlobalMarketingManagement:PlanningandOrganization

1)Inthe1970s,themarketsegmentationargumentinglobalmarketingwasframedas"globalintegrationversuslocalresponsiveness."

2)Themostsuccessfulcompaniesintheglobalmarketplacetodayfocusoncountryastheprimarysegmentationvariable.

3)Fromthemarketingperspective,theidealmarketsegmentsize,ifcustomersatisfactionisthegoal,isone.

4)Ageandgenderhavebeenthemostobviousinternationalmarketsegmentationvariables,particularlyforAmericans.

5)Spreadingtheportfolioofmarketsservedstabilizesrevenuesandoperationsformanyglobalcompanies.

6)Tacticalplanningisessentiallylongterm,incorporatinggeneralizedgoalsforanenterpriseasawhole.

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

8)Inthecontextofplanningforglobalmarkets,theplanningprocessisaprimarymediumoforganizationallearning.

9)Thefirststepintheinternationalplanningprocessistoadaptthemarketingmixtotargetmarkets.

10)IncorrectdecisionstakeninPhase2oftheinternationalplanningprocessleadtoproductsinappropriatefortheintendedmarketorcostlymistakesinpricing,advertising,andpromotion.

11)InPhase2oftheinternationalplanningprocess,theresultsofananalysisfrequentlyindicatethatthemarketingmixwouldrequiresuchdrasticadaptationthatadecisionnottoenteraparticularmarketismade.

12)Phase3oftheinternationalplanningprocessinvolvesdevelopingamarketingplananddecidingbudgetsandprofitexpectations.

13)Aninternationalmarketingplanbeginswithasituationanalysisandculminatesintheselectionofanentrymodeandaspecificactionprogramforamarket.

14)Theamountofequityrequiredbyacompanytousedifferentmodesofentryinanewmarketaffectstherisk,return,andcontrolthatitwillhaveineachmode.

15)Withindirectexporting,acompanysellstoacustomerinanothercountrywithouttheuseofanyintermediariesordistributors.

16)ABelgiumcompanysellsitsproductstoalargeretailerinBelgium,whointurnsellstheproductsalloverEuropeandAsia.Thisisanexampleofindirectexporting.

17)Exportingisacommonmarket-entryapproachformatureinternationalcompanieswithstrongmarketingandrelationalcapabilities.

18)Patentrights,trademarkrights,andtherightstousetechnologicalprocessesaregrantedinforeignlicensing.

19)Inthecontextofforeignmarketentry,licensingisleastsuitablewhencapitalisscarce.

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

21)Astrategicinternationalallianceinvolvesabusinessrelationshipestablishedbytwoormorecompaniesthatcooperateoutofmutualneedandshareriskinachievingacommonobjective.

22)Jointventuresaresimilarinstructureandorganizationtominorityholdingsbyamultinationalcompanyinalocalfirm.

23)Thefirststepinbuildingstrategicinternationalalliancesiscalleddating.

24)AnAmericancompanyhasjustenteredintoanagreementwithaGermanfirmtocreateaseparatelegalentity.ThisnewfirmwillbeallowedtoconductbusinessandactivelycompeteinvariousEuropeanUnionmarkets.Thisisajointventure.

25)WhenU.S.companiesfaceunfamiliarlegalandculturalbarriersinanothercountry,itispreferabletobuyanexistingbusinessthantoenterintoajointventure.

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

27)AnAustraliantelevisionmanufacturerrecentlyinvestedinaplanttobuildtunersinMexico.Thisformofinternationalbusinessisaptlynamedinternationallicensing.

28)Freetradeareasthataretariff-freeamongmembersbuthaveacommontarifffornonmemberscreateanopportunitythatcanbecapitalizedonbydirectinvestment.

29)Anadvantageofamatrixorganizationalstructureininternationalbusinessisthatitpermitsmanagementtorespondtotheconflictsthatariseamongfunctionalactivity,product,andgeography.

30)Ifaproductisculturallysensitive,thendecisionsrelatedtotheproductaremorelikelytobecentralized.

31)DellCorporationisagoodexampleofmasscustomizationbecauseit

A)maintainsalargeinventoryofproducts.

B)buildscomputerstoorder.

C)marketstocountriesallovertheword.

D)providesone-to-onecustomerservicesupport.

E)useslocalcompaniestobuilditscomputers.

32)Withrespecttoglobalmarketingmanagement,theargumentformarketsegmentationinthe1980swasframedas

A)globalizationversuslocalization.

B)standardizationversusadaptation.

C)adaptationversusone-to-onemarketing.

D)globalizationversusone-to-onemarketing.

E)standardizationversuslocalization.

33)CompanyMwasweighingwhetheritcouldbecompetitiveifitstandardizeditsproductsfortheglobalmarket.Itshouldconsiderthreecriteria:easeofcontrol,flexibility,and

A)globalregularity.

B)degreeofadaptation.

C)marketingcapabilities.

D)diversity.

E)communicationcapabilities.

34)Inthecontextofglobalmarketingmanagement,internationalmarketersframedtheargumenttowardmarketsegmentationduringthe1970sas

A)globalintegrationversusone-to-onemarketing.

B)standardizationversusadaptation.

C)adaptationversusone-to-onemarketing.

D)globalintegrationversuslocalresponsiveness.

E)standardizationversuslocalresponsiveness.

35)CompanyGtakesadvantageoftheInternetandflexiblemanufacturingtocreateproductsthatvarydependingonthemarketitissoldinto.ThisdemonstratesCompanyG'sfocuson

A)localization.

B)centralization.

C)diversity.

D)competition.

E)standardization.

36)Whatisthecrucialquestionfacinginternationalmarketerstoday?

A)Whatarethemostefficientwaystosegmentmarkets?

B)Whenisadaptationmorerelevantthancustomization?

C)HowcanIbettersegmentbycountry?

D)HowcanIavoidsegmentingonthebasisoflanguage,age,andincome?

E)HowcanIbecomemoreethnocentric?

37)Whichcompanyhasbeenknownforitsabilitytoadapttolocalneedsandwantsintheinternationalmarketplacesinceitsinceptionin1866?

A)Kodak

B)GeneralFoods

C)R.J.ReynoldsTobacco

D)RalstonPurina

E)Nestlé

38)Alcoasentlineworkersandmanagerstoforeignlocationstoseekoutnewtechniquesandprocesses,andtheybroughtthembacktothehomecountrytoimproveoperations.Thisshowsthebenefitsof

A)hiringdiversity.

B)standardization.

C)improvisation.

D)globalmarketing.

E)transfersofknowledge.

39)Whatstatementisafeatureofinternationalcorporateplanning?

A)Itonlyaddressesmarketingandadvertisingquestions.

B)Itspecificallydealswithacompany'sproducts,capital,andresearch.

C)Itpredominantlydealswiththetacticalissuesofmarketing.

D)Itisessentiallylongterminnature.

E)Itreferstotheplansthataremadeatthelocallevel.

40)Whatstatementrelatestostrategicplanning?

A)Itisconductedatthelowestlevelsofmanagement.

B)Itdealswithacompany'sproducts,capital,andresearch.

C)Itexcludestheresearchcomponentofacompany.

D)Itisdesignedtosolelyaddressmarketingandadvertisingquestionsatthelocallevel.

E)Itismostcommonlyreferredtoasmarketplanning.

41)Tacticalplansare

A)designedtoaddressquestionsthatrelatetoadvertisingandmarketing.

B)associatedwithacompany'sproducts,capital,andresearchatagloballevel.

C)conductedatthehighestlevelsofmanagement.

D)unlikeplansthataremadeatthelocallevel.

E)mostcommonlyreferredtoascorporateplans.

42)Harryandhisteamdraftaplanfortheirorganization,HDCorp.TheyprimarilyestablishtheoverallgoalsthatHDshouldaccomplishinthenext25years.Inthiscase,Harryandhisteamaremostlikelyengagedin________planning.

A)tactical

B)market

C)corporate

D)strategic

E)personnel

43)Whattypeofplanningisconductedatthehighestlevelsofmanagementanddealswithproducts,capital,research,andthelong-andshort-termgoalsofacompany?

A)market

B)tactical

C)single-use

D)strategic

E)personnel

44)JaredwantstoknowhowtoreachpotentialcustomersinsmalltownsontheSpanishcoast,soheshouldfocushisplanningonthe________level.

A)corporate

B)strategic

C)global

D)tactical

E)functional

45)TheCEOandtheboardofdirectorsatalargemultinationalcompanymeetonceaquartertoreviewthelong-andshort-termgoalsofthecompanyandtomakechangesasrequired.Theyareengagedin________planning.

A)corporate

B)strategic

C)global

D)tactical

E)functional

46)Ifacompanyfocusesonmarketplanningthatinvolvesspecificactionsandallocationofresources,thecompanyismostlikelyimplementing________planning.

A)tactical

B)strategic

C)corporate

D)operational

E)synergistic

47)Whymighttheprocessofplanningbeasimportantastheplanitself?

A)Itinvolveseveryoneintheorganization.

B)Itforcesdecisionmakerstoexamineallfactorsthataffectthesuccessofamarketingprogram.

C)Itisnecessarytoshareallplanswithshareholdersannually.

D)Theprocessofplanningisastandardcoursebusinessschools.

E)Decisionmakersfacemorechallengesmanagingadomesticmarketingprogramthanaglobalone.

48)Thefirst-timeforeignmarketermustdecidewhatproductstodevelop,inwhichmarkets,and

A)theresourcesneeded.

B)themethodofdistribution.

C)relevantforeigncurrencyissues.

D)thelevelofstaffingneeded.

E)themethodofentry.

49)Whatisthefirstphaseintheinternationalplanningprocess?

A)adaptingthemarketingmixtotargetmarkets

B)developingthemarketingplan

C)matchingcompanyandcountryneeds

D)implementationandcontrol

E)definingmarketsegments

50)Whichaspectofinternationalmarketingisanalyzedinthefirstphaseoftheinternationalplanningprocess?

A)country'smarketpotential

B)productadaptation

C)advertising

D)situationanalysis

E)budget

51)Duringwhichactivityoftheinternationalplanningprocesswouldamarketingmanagerconductsituationanalysisandmakedecisionsinvolvingobjectivesandgoals,budgets,andactionprograms?

A)adaptingthemarketingmixtotargetmarkets

B)developingthemarketingplan

C)matchingcompanyandcountryneeds

D)implementationandcontrol

E)definingcompanyobjectivesandresources

52)TheprimarygoalofPhase2oftheinternationalplanningprocessisto

A)establishcriteriaforscreeningcountries.

B)determinethemarketingmix.

C)matchcompanycharacteristicswithcountrypotential.

D)performasituationanalysis.

E)setbudgets.

53)Phase2oftheinternationalplanningprocessincludesanalysisofwhichfactor?

A)companycharacter

B)pricing

C)situationanalysis

D)budgets

E)standards

54)Aconsumerproductscompanyhasalreadyrevieweditsobjectivesandcapabilities,establishedthescreeningcriteriaforreviewingpotentialforeignmarkets,andexaminedaseriesofenvironmentalfactorsforthemarketsinwhichitplanstooperate.Whatshouldthecompanydonextasitproceedswiththeinternationalplanningprocess?

A)Matchthecompanytoacountry'sneeds.

B)Evaluatethemarketingmixtotargetmarkets.

C)Modifythecompany'spositiontocommunicationobjectives.

D)Developamarketingplan.

E)Implementandcontrolinformationobtainedintheinitialexamination.

55)WhatquestionshouldbeansweredinPhase2oftheinternationalmarketingprocess?

A)Arethereidentifiablemarketsegmentsthatallowforcommonmarketingmixtacticsacrosscountries?

B)Haveobjectivesandgoalsbeenestablished?

C)Haveallbudgetsbeendeterminedwithintheconstraintsofresources?

D)Arepre-existingchannelsofdistributioninthenewmarketmatureenoughtosupporttheproposedexpansion?

E)Haveresponsibilitiesbeenestablishedforimplementationandcontrol?

56)Phase3oftheinternationalplanningprocessbeginswith

A)creatingamanagementperformanceguide.

B)evaluatinghost-countryconstraints.

C)conductingasituationanalysis.

D)evaluatinghome-countryconstraints.

E)exploringthedistributionoptions.

57)AcompanyhasjustcompletedamarketingplanforenteringeasternEurope.Includedinthisplanarebudgetsandsalesandprofitexpectations.Whichofthefollowingphasesoftheinternationalplanningprocesshasthecompanyjustcompleted?

A)Phase1

B)Phase2

C)Phase3

D)Phase4

E)Phase5

58)AcompanydecidedtoexpanditspresenceinnorthernEurope.Towardthatend,itselectedthecountrieswhereitwouldmarketitsproducts.Italsoselectedamodeofentry.Itisnowintheprocessofimplementingspecificplans.Thecompanyiscurrentlyinwhichphaseoftheinternationalplanning?

A)Phase1

B)Phase2

C)Phase3

D)Phase4

E)Phase5

59)AcompanyisintheprocessofdecidingthemodeofentryitwilluseinJapanandChina.Thecompanyisinwhichphaseoftheinternationalplanningprocess?

A)preliminaryanalysis

B)definingmarketsegment

C)developingthemarketingplan

D)implementationandcontrol

E)standardizationofthemarketingmix

60)Oncea"go"decisionhasbeenmadeinPhase3oftheinternationalplanningprocess,whatismostlikelytooccurnext?

A)theobjectivesandgoalsphase

B)thebudgetphase

C)theaction-program(s)phase

D)theimplementationandcontrolphase

E)thecommunicationphase

61)Whichsubjectisexploredafterdevelopinginformationandselectingacountrymarketintheinternationalplanningprocess?

A)companycharacter

B)theconstraintsofhomecountry

C)geography

D)host-countryconstraints

E)themodeofentry

62)Whatisthelaststepintheinternationalplanningprocess?

A)definingtargetmarketsandadaptingthemarketingmixaccordingly

B)matchingcompanyandcountryneeds

C)adaptingthemarketingmixaccordingtomarketsegments

D)implementationandcontrol

E)developingthemarketingplan

63)Whichmodeofforeignmarketentryrequiresthemostamountofequityandthereforecreatesthegreatestrisk?

A)exporting

B)jointventure

C)contractualagreement

D)strategicalliance

E)directforeigninvestment

64)Whichmodeofforeignmarketentryoffersthemostcontrolandthehighestpotentialreturnforacompany?

A)exporting

B)jointventure

C)contractualagreement

D)strategicalliance

E)directforeigninvestment

65)Hipposisamanufacturerofconsumergoods.ItintendstosellitsproductsinTaiwanasitislookingtoenterintoAsianmarkets.Itdoesnotwanttomakeanyequityinvestmentandpreferstominimizeanyriskoflossintheforeignmarket.Itisalsowillingtosettleforalowrateofreturnandlittlecontrol.Whichoftheforeignmarket-entrystrategiesisHipposmostlikelytopursue?

A)directforeigninvestment

B)jointventure

C)indirectexporting

D)strategicalliance

E)licensing

66)Theforeignmarketentrymodeof________requiresnoequityinvestmentandthushasalowrisk,lowrateofreturn,andlittlecontrol.

A)licensing

B)indirectexporting

C)astrategicalliance

D)ajointventure

E)franchising

67)Mirros,aU.S.kitchenwaredistributor,sellsitsinventorytwiceayeartoAllCooks,akitchenwareretailerintheUnitedStates.AllCooks,inturn,sellsthoseproductsthroughitsretailstoresinVietnamandThailand.InwhichofthefollowingentrymodesisMirrosmostlikelyengaged?

A)franchising

B)indirectexporting

C)aconsortium

D)directforeigninvestment

E)ajointventure

68)Whatmarketstrategyusuallymeansthatthecompanysellstoabuyer(importerordistributor)inthehomecountry,whichinturnexportstheproduct?

A)franchising

B)indirectexporting

C)aconsortium

D)directforeigninvestment

E)ajointventure

69)Mirros,aU.S.kitchenwaredistributor,takesaselectionofitsinventorytwiceayeartoVietnamandsellsittoaVietnam-basedkitchenretailer.TheVietnamcompany,inturn,sellsthoseproductsthroughitsretailstoresinVietnamandThailand.Inwhichofthealternativemarket-entrystrategiesisMirrosengaged?

A)franchising

B)licensing

C)directexporting

D)ajointventure

E)directforeigninvestment

70)Adirectsalesforcemayberequiredinaforeigncountry,especiallyfor

A)bigticketindustrialproducts.

B)low-technologyproducts.

C)personalcareproducts.

D)nonmechanicalgoods.

E)traditionalhand-madegoods.

71)Inthecontextofforeignmarketentry,________arelong-term,nonequityassociationsbetweenacompanyandanotherinaforeignmarket.

A)consortia

B)exportingarrangements

C)directforeigninvestments

D)contractualagreements

E)jointventures

72)Theadvantagesof________aremostapparentwhencapitalisscarce,importrestrictionsforbidothermeansofentry,acountryissensitivetoforeignownership,orpatentsandtrademarksmustbeprotectedagainstcancellationfornonuse.

A)consortia

B)exportingarrangements

C)strategicalliances

D)licensing

E)jointventures

73)ChowantedtosellhercustomjewelrymadeinChinatotheU.S.market,butshedidn'thavealotofcapitaltogetstarted,nordidsheknowhowtogetaroundimportrestrictions.ShedecidedtogiveanAmericancompanytherightstoproduceandsellherproductsforafeeandgavethempatentrights.Chowaspursuingwhichentrymethod?

A)consortia

B)exportingarrangements

C)strategicalliances

D)licensing

E)jointventures

74)Whichformofbusinessrelationshipletsacompanygrantpatentrights,trademarkrights,andtherightstousetechnologicalprocessestoanothercompanyinaforeigncountry?

A)licensing

B)exportingarrangements

C)jointventures

D)consortia

E)strategicalliances

75)Whatistrueoffranchising?

A)Itprovidesaneffectiveblendingofskilldecentralizationandoperationalcentralization.

B)Thefranchiseeprovidesmarketknowledge,capital,andpersonalinvolvementinmanagement.

C)Foreignlawsandregulationsareusuallyhostiletowardfranchising.

D)Itisanimportantformofhorizontalmarketintegration.

E)Thefranchiserhaslittlecontrolonmarketingoftheproductsatthepointoffinalsale.

76)Kwanwantstoopenanewbusinessinhisowncountry,Singapore.Hehasdecidedonaformoflicensingthatwillprovidehimwithastandardpackageofproducts,systems,andmanagementservicesinordertosellfastfoodtolocalresidents.WhatistheformofbusinessKwanhaschosen?

A)directsales

B)indirectexporting

C)jointventure

D)strategicalliance

E)franchising

77)Whyareforeignlawsandregulationsfriendlytowardfranchising?

A)Itisanimportantformofhorizontalmarketintegration.

B)Itgivesthefranchiserlittlecontrolonmarketingoftheproductsatthepointoffinalsale.

C)Ittendstofosterlocalownership,operations,andemployment.

D)Itprovidesaneffectiveblendingofskilldecentralizationandoperationalcentralization.

E)Itprovidestothefranchisermarketknowledge,capital,andpersonalinvolvementinmanagement.

78)Thekeyfactorsthatinfluencesuccessoffranchisingapproachesaremonitoringcosts(basedonphysicalandculturaldistances),theprincipal'sinternationalexperience,and

A)theprincipal'sfinancialinvestmentinthebusiness.

B)theprincipal'smarketingexpertise.

C)thebrandequityinthenewmarket.

D)learningthecompetition.

E)thelevelofinvolvementfromthecompany.

79)Inthecontextofforeignmarketentry,a________isabusinessrelationshipestablishedbytwoormorecompaniestocooperateoutofmutualneedandtoshareriskinachievingacommonobjectivewithoutformingaseparatelegalentity.

A)directsalesgroup

B)consortiumarrangement

C)franchisingarrangement

D)strategicinternationalalliance

E)jointventure

80)Whatreferstotwoormoreparticipatingcompaniesjoiningforcestocreateaseparatelegalentitytofacilitatedoingbusinessintheinternationalarena?

A)indirectexporting

B)franchise

C)licensearrangement

D)jointventure

E)directinvestmentagreement

81)Whatisapartnershipcalledinwhichseveralcompanieshavejoinedforcestocreateaseparatelegalentitytofacilitatedoingbusinessinacountrywherenoneoftheparticipantsiscurrentlyactive?

A)aconsortium

B)afranchisepact

C)alicensearrangement

D)indirectexporting

E)directforeigninvestment

82)Aconsortiumdiffersfromajointventureinthataconsortium

A)usuallyoperatesinacountryinwhichtheparticipantsarealreadyactive.

B)typicallyinvolvesalargenumberofparticipants.

C)restrictstherighttoholdanequitypositionbyitsmajorpartners.

D)doesnotinvolvethecreationofaseparatelegalentity.

E)isformedmainlyforexecutingshort-termprojects.

83)Asmall-scaleapparelmanufacturerinFloridacollaborateswithseveralothersimilarfirmsandtheyformaseparatecompanyinIndia.NoneoftheparticipantsinthiscollaborationhaspreviouslyhadactiveoperationsintheIndianmarket.ThenewlycreatedfirmmanufacturesapparelsuitedtothetastesandpreferencesoftheIndiancustomers.Identifythetypeofforeignmarket-entryapproachdepictedinthisscenario.

A)afranchisingagreement

B)aconsortium

C)alicensingagreement

D)directexporting

E)indirectexporting

84)Companiesthathavethe________organizationalstructuregenerallyexperiencerapidgrowthandhavebroad,diverseproductlines.

A)globalproductdivision

B)pyramid

C)hierarchical

D)geographicaldivision

E)matrixorganization

85)HealthStoreInc.providesabroadanddiverserangeofservicesforthehealthcareindustry.Italsomanufacturesavarietyofhospitalequipment.Itwantstoexperiencerapidgrowthandintendstohaveanorganizationalstructuretobetterfaceinternationalcompetition.WhatorganizationalstructurewillsuitHealthStorebest?

A)aglobalproductdivisionstructure

B)ageographicaldivisionstructure

C)amatrixstructure

D)apyramidstructure

E)ahierarchicalstructure

86)Whichorganizationalstructureisthemostextensiveofthosecommonlyadoptedbycompaniesseekingtocompeteglobally?

A)transnationalstructure

B)geographicaldivisionstructure

C)region-specificstructure

D)globalproductdivisionstructure

E)matrixstructure

87)Describethreebenefitsofmarketingtodiversecustomerswithglobalmarketingoperations.

88)Compareandcontrastcorporate,strategic,andtacticalplanning.

89)Describethefourphasesoftheinternationalplanningprocess.

90)Acompanyhasachoiceoffourdifferentmodesofforeignmarketentry.Brieflydescribeeachofthesemodes,andexplainwheneachwouldbethebestoption.

91)Describethetwobasiccontractualagreementsthatmostcompaniesfollowintheirattempttoenteraforeignmarket:licensingandfranchising.Illustrateasituationinwhicheachtypeofagreementwouldbeappropriate.Students'answerswillvary.

92)Brieflyexplainastrategicinternationalalliance(SIA).

93)Explainthedifferencebetweenjointventuresandconsortia.

94)YouhavejustbeenhiredasaconsultantbyPhysicalMobilitytoadvisethecompanyonhowtoentertheEuropeanmarket.YouhavedecidedthatdirectforeigninvestmentwouldbethebestmodeforPhysicalMobilitytofollow.Writeaone-paragraphmemothatoutlinesthebenefitsofdirectforeigninvestmentinthisscenario.

95)AssumethatyouareaconsultantforatelecomgiantbasedintheUnitedStatesthatwishestocreateajointventurewithaChineseelectronicscompany.ThejointventureisexpectedtoenterandcompeteintheeasternEuropeanmarket.Suggestanorganizationalstructurethatwouldbemostsuitableforthisjointventure.Also,commentonwhythestructuremightbeagoodonetouse.

Aninfinitenumberoforganizationalpatternsfortheheadquarters'activitiesofmultinationalfirmsexist,butmostfitintooneofthreecategories.Describethesecategoriesandtheadvantagesanddisadvantagesofeach.

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,particularlyfor