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| 1 | |
One of the four critical elements of the marketing mix is the distribution strategy – the way the firm delivers the product to the customer. |
| | A) | True |
| | B) | False |
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| 2 | |
An exclusive distribution channel is one that is difficult for outsiders to access. |
| | A) | True |
| | B) | False |
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| 3 | |
Source effects and country of origin effects always have a negative impact on the firm. |
| | A) | True |
| | B) | False |
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| 4 | |
In a country with limited media availability, a push strategy makes the most sense. |
| | A) | True |
| | B) | False |
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| 5 | |
Multipoint pricing is the use of price as a competitive weapon to drive weaker competitors out of a national market. |
| | A) | True |
| | B) | False |
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| 6 | |
The marketing mix – a set of choices the firm offers its targeted markets – is made up of: |
| | A) | product choices, market segments, advertising and distribution |
| | B) | product choices, and distribution, pricing and communications strategies |
| | C) | markets, logistics, financing and advertising |
| | D) | sales promotion, public relations, personal selling and advertising |
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| 7 | |
Which of the following is not true about market segmentation? |
| | A) | Markets can be segmented in a variety of ways – geographic, demographic, sociocultural, etc. |
| | B) | Marketing segments exhibit different patterns of purchasing behavior. |
| | C) | Managers can use the same marketing mix in different segments once the mix has proven successful in one. |
| | D) | When developing international marketing segments, the firm must also consider differences in the structure of segments and segments that transcend national borders. |
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| 8 | |
The increase in car ownership, the number of households with refrigerators, and the number of two income households have all contributed to the rise of the ______ in developed countries. |
| | A) | fragmented retail system |
| | B) | market segmentation |
| | C) | dispersed retail system |
| | D) | concentrated retail system |
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| 9 | |
Four factors a firm must consider in selecting an appropriate distribution strategy are: |
| | A) | retail concentration, channel length, channel exclusivity and channel quality. |
| | B) | horizontal integration, vertical integration, trade barriers and location factors. |
| | C) | political economy, location factors, make or buy decisions and the forward exchange rate. |
| | D) | push strategy, pull strategy, trade barriers and global distribution. |
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| 10 | |
In general, the _______ the channel, the _____ the price. |
| | A) | longer, lower |
| | B) | longer, smaller the impact on |
| | C) | shorter, lower |
| | D) | shorter, higher |
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| 11 | |
Which of the following is not true about communication strategies? |
| | A) | Communications channels include direct selling, sales promotion, direct marketing and advertising. |
| | B) | A firm's communications strategy is partly defined by its choice of channel. |
| | C) | A firm must decide how to communicate its product's attributes to target markets. |
| | D) | A firm must decide on a single sales channel and focus on it to maximize its potential. |
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| 12 | |
Noise levels tend to be ______ in ________ countries as compared to ______ countries. |
| | A) | higher, developed, developing |
| | B) | higher, developing, developed |
| | C) | lower, developed, developing |
| | D) | similar, developed, developing |
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| 13 | |
A push strategy emphasizes ________________, and a pull strategy emphasizes ____________. |
| | A) | direct selling; sales promotion |
| | B) | personal selling; mass media advertising |
| | C) | personal selling; sales promotion |
| | D) | mass media advertising; personal selling |
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| 14 | |
When a company is marketing consumer goods, _______ makes sense. |
| | A) | a pull strategy |
| | B) | a push strategy |
| | C) | a direct channel |
| | D) | an indirect channel |
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| 15 | |
One of the most successful standardized advertising campaigns was for: |
| | A) | Apple's iPod |
| | B) | Marlboro cigarettes |
| | C) | the Volkswagen Beetle |
| | D) | Absolut vodka |
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| 16 | |
Which of the following is an argument against globally standardized advertising? |
| | A) | many brand names are global |
| | B) | it lowers the costs of value creation |
| | C) | cultural diversity |
| | D) | creative talent is scarce |
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| 17 | |
_______________ exists whenever consumers in different countries are charged different prices for the same product. |
| | A) | Arbitrage |
| | B) | Multipoint pricing |
| | C) | Predatory pricing |
| | D) | Price discrimination |
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| 18 | |
When there are many competitors |
| | A) | there will be a high elasticity of demand |
| | B) | there will be a low elasticity of demand |
| | C) | consumers' bargaining power falls |
| | D) | prices rise |
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| 19 | |
When a company uses price as a competitive weapon to drive weaker competitors out of a national market, ______ is being used. |
| | A) | multipoint pricing |
| | B) | experience curve pricing |
| | C) | price discrimination |
| | D) | predatory pricing |
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| 20 | |
_______________________ refers to the impact a firm's pricing strategy in one market may have on a rival's pricing strategy in another market. |
| | A) | Predatory pricing |
| | B) | Dumping |
| | C) | Price discrimination |
| | D) | Multipoint pricing |
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| 21 | |
The rate of product development tends to be greater in countries where all of the following conditions exists except |
| | A) | More money is spent on basic and applied research and development. |
| | B) | Underlying demand is weak. |
| | C) | Consumers are affluent. |
| | D) | Competition is intense. |
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| 22 | |
A firm that has a tightly integrated cross-functional team between R&D, production, and marketing can increase the chances of successful new product development by ensuring that all of the following take place except ____ |
| | A) | product development projects are driven by customer needs. |
| | B) | new products are designed for ease of manufacturing. |
| | C) | development costs are kept in check. |
| | D) | time to market is maximized. |
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| 23 | |
Research suggests that about _____ percent of major R&D projects result in commercially viable products. |
| | A) | 10-20 |
| | B) | 20-40 |
| | C) | 40-50 |
| | D) | 60-65 |
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| 24 | |
Which of the following is not one of the attributes of a successful cross-functional, product development team? |
| | A) | The team should be led by a "heavyweight" project manager. |
| | B) | The team should all be from the same culture speaking the same language. |
| | C) | The team should be composed of at least one member from key functional areas. |
| | D) | The team should be physically on one place. |
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| 25 | |
The need to integrate R&D and marketing for successful commercialization may require: |
| | A) | R&D centers in different countries |
| | B) | a blockbuster, standard product that all markets can embrace. |
| | C) | a well-financed, centralized R&D center as close to headquarters as possible. |
| | D) | ensuring informal networks do not divert attention and funds from a centralized function. |
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