Maslow’s hierarchy is applicable to global marketing because it can help explain how

Question 1

________ represent(s) the cumulative added value of a company’s investment in the marketing of a brand over time.
Answer

Brand extensions
Co-branding
Brand image
Brand equity
Brand loyalty
Question 2

:
Answer

basic human needs can drive the development of global products.
“self-actualization” is the highest-order need in Japan as well as Western nations.
status needs in different countries can only be fulfilled with localized products.
“luxury badging” is irrelevant to companies marketing in Asia.
Asians differ from Westerners in their basic physiological needs.
Question 3

Campbell’s has been marketing soup in Japan for more than 40 years. Early on, Japanese consumers were not receptive to ads featuring the Campbell Kids and the “M’m M’m Good” slogan. This compelled Campbell’s to develop ads featuring a talking soup can known as “Mr. Campbell.” Campbell’s also developed soup varieties for Japan with fish as the main protein source and spices that reflect local preferences. As described here, which of the following strategies has Campbell’s used in Japan?
Answer

product-communications extension
product extension-communications adaptation
product adaptation-communications extension
product-communication adaptation
product invention
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:
Answer

barter.
switch trading.
compensation trading.
offset.
dumping.
Question 5

Which pricing strategy has the advantage of being simple to calculate but has the disadvantage of ignoring demand and competitive conditions?
Answer

gray marketing
skimming
penetration
market holding
cost-based
Question 6

Joseph Quinlan, chief marketing strategist at Bank of America, estimated that about 25% of U.S. merchandise exports represent shipments by American companies to their foreign affiliates and subsidiaries. This situation underscores the importance of ________ in global marketing.
Answer

dumping
gray marketing
transfer pricing
price skimming
price fixing
Question 7

When Wal-Mart Stores first expanded into Mexico, management established a joint venture with the country’s largest retailer. Judging by the approach Wal-Mart used, management must have viewed Mexico as:
Answer

culturally close and easy to enter.
culturally distant and easy to enter.
culturally close and difficult to enter.
culturally distant and difficult to enter.
culturally difficult and easy to enter.
Question 8

Which personal computer company began life as a b-to-b marketer and then began marketing direct to the home PC market?
Answer

Hewlett-Packard
Compaq
Dell
Acer
Sony
Question 9

Order processing, warehousing, and inventory management are all functions pertaining to:
Answer

a polycentric orientation.
physical distribution and logistics.
sales promotion.
personal selling.
chain acquisition.
Question 10

In advertising, a(n) ________ is an agent who chooses graphics, pictures, type styles, and other visual elements and has general responsibility for the overall look of an advertisement.
Answer

art director
copywriter
IMC manager
PR practitioner
stylist
Question 11

Japan’s Fuji Photo Film asked its advertising agency to develop an advocacy campaign for the United States targeted to appeal both to Wal-Mart and to its customers. This is an example of ________.
Answer

local advertising
pattern advertising
global advertising
advocacy advertising
image advertising
Question 12

A ________ company possesses a critical marketing advantage with respect to marketing communications.
Answer

domestic
local
global
glocal
multinational
Question 13

Traditional support media include:
Answer

indoor posters.
billboards.
newspapers.
magazines.
catalogs.
Question 14

When a company must decide on the composition of its foreign sales force, which alternative is generally the most expensive?
Answer

expatriates
third-country nationals
host-country nationals
agents of any nationality
agents of host country
Question 15

Which country or region offers direct marketers the advantage of a well-developed mailing list industry?
Answer

United States
Japan
Western Europe
Latin America
South Korea
Question 16

________ are online retail operations that allow customers to purchase goods and services.
Answer

Promotion sites
Matrix sites
Transfer sites
Transaction sites
Content sites
Question 17

________ -commerce is one of the significant marketing opportunities made possible by the digital revolution.
Answer

Multinational
Mobile
Multisegment
Marginal-cost
Multilingual
Question 18

“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:
Answer

the five forces model.
the flagship model.
strategic intent.
the innovator’s dilemma.
the innovator’s dream.
Question 19

In the terminology of the strategic intent framework for competitive advantage, a firm that establishes advantages in a number of different areas has:
Answer

attribute diversity.
marketing breadth.
comparative advantage.
layers of advantage.
a “double diamond.”
Question 20

Germany’s Mittelstand companies have been extremely successful pursuing ________.
Answer

cost leadership
differentiation
cost focus
focused differentiation
cost differentiation
Question 21

Which of the following generic strategies best captures the way Harley-Davidson has achieved competitive advantage in the global motorcycle industry?
Answer

cost leadership
differentiation
cost focus
focused differentiation
cost differentiation
Question 22

In the 1950s, Sony licensed the technology for the transistor from Bell Labs and proceeded to become the world’s leading manufacturer of portable radios. Which strategy was Sony using to gain competitive advantage?
Answer

collaboration
layers of advantage
changing the rules
loose bricks
engagement
Question 23

Which form of organization design is capable of integrating geographic knowledge, product knowledge, functional competencies, and customer knowledge?
Answer

matrix structure
international division structure
geographic structure
worldwide product division structure
regional management center
Question 24

Marjorie Scardino is chief executive of:
Answer

Nissan Motor (Japan).
Pearson PLC (Great Britain).
Ford Motor Company (USA).
Pharmacia Corporation (USA).
Atlas Copco AB (Sweden).
Question 25

Brazilian Carlos Ghosn is chief executive of:
Answer

Nissan Motor (Japan).
Pearson PLC (Great Britain).
Ford Motor Company (USA).
Pharmacia Corporation (USA).
Atlas Copco AB (Sweden).

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