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MKTG 411
chp 12
| Question | Answer |
|---|---|
| In which decade was the market segmentation argument framed as “global integration versus local responsiveness? | 1990s |
| In many global companies, a wider portfolio of markets served _____. | decreases revenue instability |
| Which statement is true of planning for global markets? | It is a structured way of thinking about anticipated and unanticipated events. |
| Solinol Inc. is one of the largest oil refineries in Europe. Three years ago, it entered the Central African Republic and started production on several oil fields. The access to these oil fields made Solinol one of the largest oil companies in the world. | firm's business objectives |
| Research suggests that multinational firms like to focus on specific regions because _____. | a regional focus minimizes problems caused by cultural distance |
| Identify the market segmentation dispute in the 1970s. | Adaptation versus standardization |
| Rank the four phases of planning for global marketing, starting from the first phase and ending with the last phase. | 1. Preliminary analysis and screening 2. Defining market segments and adapting the marketing mix accordingly. 3. Developing the marketing plan 4. Implementation and control |
| Which statement is true about establishing global operations? | It leads to the creation of innovative methods to attract customers. |
| Deal City, an online shopping portal based in China, supplies cost-effective household products to customers in North America. Identify the type of alternate market-entry strategy that best describes this scenario. | International Internet marketing |
| Planning for global markets involves _____. | preparing for unknown and uncontrollable circumstances that may affect the company |
| In the process of franchising, franchisers _____. | offer management assistance to franchisees |
| Identify a measure that companies take when corporate objectives do not match foreign market opportunities. | Developing a new company objective to match the opportunity |
| A business relationship in which two or more companies share risks in achieving common objectives and cooperate out of mutual need is known as a ______. | strategic international alliance |
| One advantage of clustering operations in specific regions is that clustering _____. | minimizes problems caused by varying time zones |
| Wavetel, a hardware company based in Europe, acquires Telior, its competitor in a neighboring country. Identify the market-entry strategy that best describes Wavetel's move. | Direct foreign investment |
| Drag and drop the different phases of planning for global marketing in the left column against their corresponding descriptions in the right column.z | Phase 1 Exploratory assessment of potential country markets Phase 2 Branding products keeping cultural specificities in mind Phase 3 Choosing an approach into a country market Phase 4 Evaluating a firm's operation in a country market |
| Identify the three typical company structures. (Check all that apply.) | Global product divisions Matrix organizations Geographical divisions |
| Rachel owns a small business that deals in custom wear and accessories. She wants to expand her business worldwide and is launching an online portal under her label. To open an effective online business, she will have to ensure tha | she has easy access to delivery services that operate internationally |
| When making decisions for international marketing, managers should | ensure that policies define the decisions to be made at each managerial level. |
| Match the partners in the franchising process (in the left column) with their description (in the right column) | Franchiser-Offers homogenized company products Franchisee-Offers information about host country market |
| Unlike decentralized organizations, centralized organizations _____. | engage in direct planning |
| A strategic international alliance (SIA) is a(n) | business relationship between two or more companies. |
| Investing in a foreign company is a means of foreign market development and entry, known as | Direct Foreign Investment |
| Match the company structure (in the left column) with its description (in the right column). | Global product division matches ChoiceHandles product sales throughout the world Geographical division matches ChoiceHandles products within a particular region |
| Tactical choices for international marketing should be made at the ______ of an organization. | lowest level |
Created by:
agordon93