14 Aug PART – 1 Question 1 Coca-Cola achieved success in the Japanese market primarily

PART – 1
Question 1
Coca-Cola achieved success in the Japanese
market primarily by:
Answer
standardization of marketing mix elements.
global
localization.
vending machine operations.
selecting market mix options.
homogenization.
Question 2
Slumdog Millionaire, a movie which received
several awards and an Oscar in 2009, was filmed on a location in and around:
Answer
London.
San Francisco.
Cancun.
Mumbai.
Moscow.
Question 3
The essence of marketing worldwide is to
surpass the competition in creating perceived value, which can be represented
as:
Answer
Value = Price/Benefits
Value = Benefits/Price
Value = Benefits x Price
Value = Benefits – Price
Value = Benefits + Price
Question 4
That Russia is being transformed by economic
change can be witnessed in all of the following observations except:
Answer
affluent Russians can shop at boutiques that
offer Versace.
per capita gross national income in Russia is
only $9370.
the banking system in Russia is robust.
Russian shoppers spend an estimated $4
billion each year on luxury goods.
the Russian government lifted all currency
controls.
Question 5
The greatest percentage of world GDP is in
the following income group countries:
Answer
high-income countries.
upper-middle-income countries.
lower-middle-income countries.
low-income countries.
BRIC countries.
Question 6
The member of the Gulf Cooperation Council
(GCC) with the largest economy and population size is:
Answer
Bahrain.
Kuwait.
Oman.
Qatar.
Saudi Arabia.
Question 7
In spite of having about 45% of the world’s
known oil reserves, Saudi Arabia and other Middle Eastern countries post
current-account deficits, largely because:
Answer
of poor accounting practices.
of vast economic diversification.
they must import most of the goods and
services.
most of the oil is exported.
new businesses are being developed.
Question 8
The original six members of the ASEAN
(Association of Southeast Asian Nations) included all of the following
countries except:
Answer
Singapore.
Thailand.
India.
Philippines.
Brunei.
Question 9
A characteristic of a low-context culture
which is prevalent in United States, Switzerland, and Germany is:
Answer
less information is contained in verbal
communication.
major emphasis on a person’s values and
position in society.
messages are explicit and specific.
a person’s word is his or her bond.
negotiations are long and protracted.
Question 10
The cultural environment of a country is best
defined by which characteristics?
Answer
standard of living and stage of economic
development
production process and standards of
measurement
attitudes, beliefs, and values
degree of nationalism and economic community
membership
fast food culture and slow food culture
Question 11
Any Western country doing business in
Malaysia or the Middle East should have understanding of:
Answer
the French Civil Code.
Anglo-Saxon common law.
Islamic law.
the Uniform Commercial Code.
Roman law and the Napoleonic Code.
Question 12
Located in The Hague, the International Court
of Justice (ICJ) is the judicial arm of the:
Answer
United States.
European Union.
United Nations.
Netherlands.
United Kingdom.
Question 13
As part of their alliance relationship,
Northwest Airlines and KLM Royal Dutch set air fare prices jointly and
coordinate flight schedules. Normally, such behavior would be considered
harmful to competition, but the U.S. government has granted the two airlines
special exemptions from laws concerning:
Answer
intellectual property.
antitrust.
jurisdiction.
licensing.
Arbitration
Question 14
The decision by Toyota executives to
introduce the Sienna minivan in the U.S. market was based on their study of
a(n) ________ market.
Answer
existing
latent
parallel
incipient
global
Question 15
The international marketing manager of an
office furniture company ordered a research report on global telecommunications
equipment sales. The report noted that, in the early 1990s, AT&T was
awarded a $4 billion contract to provide communication network products and
services in Saudi Arabia. The manager took this as a cue to put Saudi Arabia on
her information agenda, reasoning that office furniture sales would increase as
the country’s telephone system was improved. As described here, the marketing
manager is viewing Saudi Arabia as a(n):
Answer
latent market.
incipient market.
cluster market.
existing market.
primary market.
Question 16
A(n) ________ is a company’s private data
network, accessible only by authorized persons inside the organization.
Answer
EDI
internet
intranet
EPOS
ECR
Question 17
The efforts of global companies to reach
low-income consumers in emerging markets highlight the importance of skillful
global market segmentation and targeting. Market segmentation represents:
Answer
targeting prospective customers.
finding customers who can respond to
advertisement.
promoting products and services
internationally.
identifying customers who can help in
promoting products.
an effort to identify and categorize
customers based on common characteristics.
Question 18
Some of Body Shop’s recent advertising has
emphasized the difference between the company’s principles and those of
“mainstream” cosmetics companies on such issues as animal testing. As
described here, Body Shop’s ads illustrate positioning by ________.
Answer
competition
niche
quality/price
attribute/benefit
culture
Question 19
The Swatch Group markets watches in all price
ranges, from the Swatch brand at the low end to luxury brands such as Longines,
Blancpain, and Breguet. Which target market strategy does this illustrate?
Answer
standardized global marketing
concentrated global marketing
differentiated global marketing
psychographic global marketing
Question 20
The international standard by which letters
of credit (L/Cs) are interpreted is known as the ________ 500.
Answer
UCP
NTR
FSC
NTB
HTS
Question 21
Which of the following completely eliminates
the risk of nonpayment by an importer or a bank in an international transaction?
Answer
documentary credit (letter of credit)
documentary collection
cash in advance
sales on open account
draft
Question 22
Which of the following financing methods
would be used by an exporter that enjoys good relations with a buyer in a well-established
market?
Answer
letter of credit
cash in advance
sales on open account
barter
arrival draft
Question 23
The president of a Mexican company recently
remarked, “Business in Mexico is done on a consensus basis, very genteel
and sometimes slow by U.S. standards.” A few months later, the Mexican
company and its U.S. joint venture partner parted company. Judging by the
president’s remark, one important reason for the “divorce” was:
Answer
failure of one partner to live up to the
terms of the contract.
cultural differences.
the cancellation of NAFTA.
the U.S. government’s insistence on quick
negotiations.
the language barrier.
Question 24
As a general rule, the Chinese government
allows foreign companies to participate in its market only if those companies
agree to establish operations with local Chinese enterprises. Which market
entry mode would be the appropriate choice under these circumstances?
Answer
acquisition
licensing
joint venture
exporting
franchising
Question 25
Licensing as a market entry mode has several disadvantages and
opportunity costs, which do not include:
Answer
limited market control.
agreement may have short life.
leveraging and exploiting by licensee.
similar product or technology development by licensee
adaptations by licensee to fit local tastes

PART 2
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
Maslow’s hierarchy is
applicable to global marketing because it can help explain how:
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’mM’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).PART – 1Question 1Coca-Cola achieved success in the Japanese
market primarily by:Answerstandardization of marketing mix elements.global
localization.vending machine operations.selecting market mix options.homogenization.Question 2Slumdog Millionaire, a movie which received
several awards and an Oscar in 2009, was filmed on a location in and around:AnswerLondon.San Francisco.Cancun.Mumbai.Moscow.Question 3The essence of marketing worldwide is to
surpass the competition in creating perceived value, which can be represented
as:AnswerValue = Price/BenefitsValue = Benefits/PriceValue = Benefits x PriceValue = Benefits – PriceValue = Benefits + PriceQuestion 4That Russia is being transformed by economic
change can be witnessed in all of the following observations except:Answeraffluent Russians can shop at boutiques that
offer Versace.per capita gross national income in Russia is
only $9370.the banking system in Russia is robust.Russian shoppers spend an estimated $4
billion each year on luxury goods.the Russian government lifted all currency
controls.Question 5The greatest percentage of world GDP is in
the following income group countries:Answerhigh-income countries.upper-middle-income countries.lower-middle-income countries.low-income countries.BRIC countries.Question 6The member of the Gulf Cooperation Council
(GCC) with the largest economy and population size is:AnswerBahrain.Kuwait.Oman.Qatar.Saudi Arabia.Question 7In spite of having about 45% of the world’s
known oil reserves, Saudi Arabia and other Middle Eastern countries post
current-account deficits, largely because:Answerof poor accounting practices.of vast economic diversification.they must import most of the goods and
services.most of the oil is exported.new businesses are being developed.Question 8The original six members of the ASEAN
(Association of Southeast Asian Nations) included all of the following
countries except:AnswerSingapore.Thailand.India.Philippines.Brunei.Question 9A characteristic of a low-context culture
which is prevalent in United States, Switzerland, and Germany is:Answerless information is contained in verbal
communication.major emphasis on a person’s values and
position in society.messages are explicit and specific.a person’s word is his or her bond.negotiations are long and protracted.Question 10The cultural environment of a country is best
defined by which characteristics?Answerstandard of living and stage of economic
developmentproduction process and standards of
measurementattitudes, beliefs, and valuesdegree of nationalism and economic community
membershipfast food culture and slow food cultureQuestion 11Any Western country doing business in
Malaysia or the Middle East should have understanding of:Answerthe French Civil Code.Anglo-Saxon common law.Islamic law.the Uniform Commercial Code.Roman law and the Napoleonic Code.Question 12Located in The Hague, the International Court
of Justice (ICJ) is the judicial arm of the:AnswerUnited States.European Union.United Nations.Netherlands.United Kingdom.Question 13As part of their alliance relationship,
Northwest Airlines and KLM Royal Dutch set air fare prices jointly and
coordinate flight schedules. Normally, such behavior would be considered
harmful to competition, but the U.S. government has granted the two airlines
special exemptions from laws concerning:Answerintellectual property.antitrust.jurisdiction.licensing.ArbitrationQuestion 14The decision by Toyota executives to
introduce the Sienna minivan in the U.S. market was based on their study of
a(n) ________ market.AnswerexistinglatentparallelincipientglobalQuestion 15The international marketing manager of an
office furniture company ordered a research report on global telecommunications
equipment sales. The report noted that, in the early 1990s, AT&T was
awarded a $4 billion contract to provide communication network products and
services in Saudi Arabia. The manager took this as a cue to put Saudi Arabia on
her information agenda, reasoning that office furniture sales would increase as
the country’s telephone system was improved. As described here, the marketing
manager is viewing Saudi Arabia as a(n):Answerlatent market.incipient market.cluster market.existing market.primary market.Question 16A(n) ________ is a company’s private data
network, accessible only by authorized persons inside the organization.AnswerEDIinternetintranetEPOSECRQuestion 17The efforts of global companies to reach
low-income consumers in emerging markets highlight the importance of skillful
global market segmentation and targeting. Market segmentation represents:Answertargeting prospective customers.finding customers who can respond to
advertisement.promoting products and services
internationally.identifying customers who can help in
promoting products.an effort to identify and categorize
customers based on common characteristics.Question 18Some of Body Shop’s recent advertising has
emphasized the difference between the company’s principles and those of
“mainstream” cosmetics companies on such issues as animal testing. As
described here, Body Shop’s ads illustrate positioning by ________.Answercompetitionnichequality/priceattribute/benefitcultureQuestion 19The Swatch Group markets watches in all price
ranges, from the Swatch brand at the low end to luxury brands such as Longines,
Blancpain, and Breguet. Which target market strategy does this illustrate?Answerstandardized global marketingconcentrated global marketingdifferentiated global marketingpsychographic global marketingQuestion 20The international standard by which letters
of credit (L/Cs) are interpreted is known as the ________ 500.AnswerUCPNTRFSCNTBHTSQuestion 21Which of the following completely eliminates
the risk of nonpayment by an importer or a bank in an international transaction?Answerdocumentary credit (letter of credit)documentary collectioncash in advancesales on open accountdraftQuestion 22Which of the following financing methods
would be used by an exporter that enjoys good relations with a buyer in a well-established
market?Answerletter of creditcash in advancesales on open accountbarterarrival draftQuestion 23The president of a Mexican company recently
remarked, “Business in Mexico is done on a consensus basis, very genteel
and sometimes slow by U.S. standards.” A few months later, the Mexican
company and its U.S. joint venture partner parted company. Judging by the
president’s remark, one important reason for the “divorce” was:Answerfailure of one partner to live up to the
terms of the contract.cultural differences.the cancellation of NAFTA.the U.S. government’s insistence on quick
negotiations.the language barrier.Question 24As a general rule, the Chinese government
allows foreign companies to participate in its market only if those companies
agree to establish operations with local Chinese enterprises. Which market
entry mode would be the appropriate choice under these circumstances?Answeracquisitionlicensingjoint ventureexportingfranchisingQuestion 25Licensing as a market entry mode has several disadvantages and
opportunity costs, which do not include:Answerlimited market control.agreement may have short life.leveraging and exploiting by licensee.similar product or technology development by licenseeadaptations by licensee to fit local tastesPART 2Question 1 ________ represent(s) the
cumulative added value of a company’s investment in the marketing of a brand
over time.AnswerBrand extensionsCo-branding Brand ImageBrand equityBrand loyaltyQuestion 2 Maslow’s hierarchy is
applicable to global marketing because it can help explain how:Answerbasic 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 3Campbell’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’mM’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?Answerproduct-communications extensionproduct extension-communications
adaptationproduct adaptation-communications
extensionproduct-communication adaptationproduct inventionQuestion 4To 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:Answerbarter.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?Answergray marketingskimmingpenetrationmarket holdingcost-basedQuestion 6Joseph 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.Answerdumpinggray marketingtransfer pricingprice skimmingprice fixingQuestion 7When 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:Answerculturally 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 8Which personal computer company began
life as a b-to-b marketer and then began marketing direct to the home PC
market?AnswerHewlett-PackardCompaqDellAcerSonyQuestion 9Order processing, warehousing, and
inventory management are all functions pertaining to:Answera polycentric orientation.physical
distribution and logistics.sales
promotion.personal
selling.chain
acquisition.Question 10In
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.Answerart directorcopywriterIMC managerPR
practitionerstylistQuestion 11Japan’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 ________.Answerlocal
advertisingpattern
advertisingglobal
advertisingadvocacy
advertisingimage
advertisingQuestion 12A ________
company possesses a critical marketing advantage with respect to marketing communications.AnswerdomesticlocalglobalglocalmultinationalQuestion 13Traditional
support media include:Answerindoor
posters.billboards.newspapers.magazines.catalogs.Question 14When a
company must decide on the composition of its foreign sales force, which
alternative is generally the most expensive?Answerexpatriatesthird-country
nationalshost-country
nationalsagents of any
nationalityagents of
host countryQuestion 15Which country
or region offers direct marketers the advantage of a well-developed mailing
list industry?AnswerUnited StatesJapanWestern
EuropeLatin AmericaSouth KoreaQuestion 16 ________
are online retail operations that allow customers to purchase goods and
services.AnswerPromotion
sitesMatrix sitesTransfer
sitesTransaction
sitesContent sitesQuestion 17 ________
-commerce is one of the significant marketing opportunities made possible by
the digital revolution.AnswerMultinationalMobileMultisegmentMarginal-costMultilingualQuestion 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:Answerthe five
forces model.the flagship
model.strategic
intent.the
innovator’s dilemma.the
innovator’s dream.Question 19In the
terminology of the strategic intent framework for competitive advantage, a firm
that establishes advantages in a number of different areas has:Answerattribute
diversity.marketing
breadth.comparative
advantage.layers of
advantage.a
“double diamond.”Question 20Germany’s Mittelstand companies
have been extremely successful pursuing ________.Answercost
leadershipdifferentiationcost focusfocused
differentiationcost
differentiationQuestion 21Which of the
following generic strategies best captures the way Harley-Davidson has achieved
competitive advantage in the global motorcycle industry?Answercost
leadershipdifferentiationcost focusfocused
differentiationcost
differentiationQuestion 22In 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?Answercollaborationlayers of
advantagechanging the
rulesloose bricksengagementQuestion 23Which form of
organization design is capable of integrating geographic knowledge, product
knowledge, functional competencies, and customer knowledge?Answermatrix
structureinternational
division structuregeographic
structureworldwide
product division structureregional
management centerQuestion 24Marjorie
Scardino is chief executive of:AnswerNissan Motor
(Japan).Pearson PLC
(Great Britain).Ford Motor
Company (USA).Pharmacia
Corporation (USA).Atlas Copco
AB (Sweden).Question 25Brazilian
Carlos Ghosn is chief executive of:AnswerNissan Motor
(Japan).Pearson PLC
(Great Britain).Ford Motor
Company (USA).Pharmacia
Corporation (USA).Atlas Copco
AB (Sweden).

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