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Exam 6: Understanding and Reaching Global Consumers and Markets

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Question 61

Multiple Choice

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A firm's profit potential and control over marketing activities increases as it moves from exporting to direct investment as a global market-entry strategy. But so does the firm's

A) likelihood of long-term success.
B) financial commitment and risk.
C) vulnerability to political changes and doctrines.
D) need for a more educated workforce.
E) need for a larger workforce

F) A) and E)
G) A) and B)

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Question 62

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Dell established its company primarily with direct telephone-and Internet-based sales. In terms of Dell's global expansion strategy, which of the following statements is most accurate?

A) Dell sells its computers via word of mouth, which is the most powerful method for consumer electronics.
B) Dell partners with each country's largest department stores and sells its computers in the small appliance department.
C) Dell issues its own credit card through multinational banks, making it possible for customers who would not normally qualify for credit to do so.
D) Dell distributes its products through individual sales associates who reach out to customers with a first-hand experience at their doorsteps.
E) Dell maintains the exact same U.S. strategies that brought it this far because it sees no reason to mess with success.

F) B) and E)
G) B) and D)

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Question 63

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Even though there are hundreds of different languages and dialects, the three major languages used in global diplomacy and commerce are

The European Union (EU) has been beneficial to electronic commerce because it is no longer necessary to

The prescribed penalty for agents of foreign governments found guilty of economic espionage is

Frito-Lay produces and markets potato chips in Russia that have seafood flavor. This is an example of which type of global marketing product/promotion strategy?

A brand marketed under the same name in multiple countries with similar and centrally coordinated marketing programs is referred to as a(n)

A global market-entry strategy in which a foreign company and a local firm invest together to create a local business in order to share ownership, control, and profits of the new company is referred to as

-Global companies have five strategies for matching products and their promotion efforts to global markets. According to Figure 6-4 above, E refers to which type of strategy?

The prominent global market-entry strategy among small- and medium-sized companies is

Fran Wilson Creative Cosmetics attributes its success to a top-quality product, effective advertising, and a novel __________ strategy.

The strategy transnational firms employ that standardizes marketing activities when there are cultural similarities and adapts them when cultures differ is referred to as a(n)

Lever Europe, a division of Unilever, markets its Snuggle fabric softener in the United States. But in 10 European countries, it uses seven brand names, including Kuschelweich in German, Coccolino in Italy, and Mimosin in France. These products also have different packages, different advertising programs, and occasionally different formulas. From this information, we can assume that Lever Europe uses a(n) __________ marketing strategy.

When Nestlé actually owns a subsidiary or division in a foreign country, such as when it established its own ice cream manufacturing operation in China, this global market entry strategy is known as __________ and represents the greatest commitment a company can make to international sales.

A restriction placed on the amount of a product allowed to enter or leave a country is referred to as a

Nescafe coffee is marketed using different coffee blends and promotional campaigns to match consumer preferences in different countries. For example, Nescafe generally emphasizes the taste, aroma, and warmth of shared moments in its advertising around the world. However, in Thailand, Nescafé is advertised as a way to relax from the pressures of daily life. This is an example of which type of global marketing product/promotion strategy?

Canada has two official languages, which are

A country's income distribution is important because it gives a more reliable picture of a country's __________.

Explain the difference between joint venture and direct investment market entry strategies. What are the advantages and disadvantages of each approach?

A form of low-risk and capital-free entry into international markets that includes local manufacturing is referred to as