International Business CH 13 MCGRAWHILL

Forces that are considered controllable in domestic markets may be uncontrollable in international markets.

True

Personalization of the marketing mix is _______ today than in the past.

easier

Firms using a standardized marketing mix have a _______ experience curve or learning curve.

longer

The physical product, brand name, accessories, after-sales service, warranty, instructions for use, company image, and package are all parts of the __________.

total product

Compared to industrial products, consumer products require _______ adaptation to international markets.

more

Differences across markets in voltage patterns or altitude affect the __________ element of the marketing mix.

product

The number of variables in the strategy decisions about product, price, promotion, and distribution is ___________.

large

Which of the following statements accurately characterizes product strategy for industrial products?

Companies can avoid adapting products by developing products to meet the most stringent regulations.

The main advantage of a standardized marketing mix is __________.

significant cost savings

Which of the following is the central focus of the marketing mix?

product

Products that are developed in response to a fad are likely to require ______ adaptation in international markets.

more

Which consumer product is least likely to require changes for local markets?

perfume

Which of these products is least likely to require adaptation in foreign markets?

memory chips

The marketing of services is generally _________ complex globally than the marketing of consumer products.

less

Consumer products typically require ___________ local market adaptation than industrial products do.

more

How does the marketing of services globally compare to the marketing of consumer goods?

The marketing of services is generally less complex than the marketing of consumer goods.

Legal constraints play a _______ role in the design of food products for the international market.

major

Which of the following are the three product options available to marketing strategists?

Adapt the physical product for foreign markets.

Design a different physical product with the same, adapted, or different messages.

Market the same physical product everywhere.

Paid, nonpersonal presentation of ideas, goods, or services by an identified sponsor is known as ___________.

advertising

Internet advertising is often relatively inexpensive. The cost of a Twitter-promoted trending topic is ______ for a day.

$200,000

Which of these products does NOT lend itself to a standardized approach?

coffee

Which of the following industries are significantly influenced by laws regulating product purity and labeling? (Check all that apply.)

food

pharmaceuticals

___________ is communication between a firm and its publics to bring about a favorable buying action and achieve confidence in the firm and the product or service it provides.

Promotion

The current trend in advertising is towards __________.

localization

Which of the following are characteristics of Internet advertising? (Check all that apply.)

The Internet reaches an affluent, accessible audience.

Internet ads can be cheap.

Because Internet advertising is interactive, consumers can choose which messages they receive.

Industrial products are a natural fit for standardization, and as a result their international marketing campaigns require ________ modification for the various markets.

minimal

Of the following, which is the most influential in deterring international standardization of advertising?

sociocultural forces

A middle-ground advertising strategy between globally standardized and entirely local programs is a the ________ ___________ approach, in which the home office and foreign subsidiary agree on marketing objectives, after which each subsidiary puts together a tentative advertising campaign.

programmed management

When used to build trust through the advertiser's consumer orientation, competence, dependability, candor, and likability, the Internet is an _________ tool in personal selling.

effective

Olivia's company is sponsoring a contest as a way to attract consumers to its new line of athletic shoes. The contest is an example of sales ____________.

promotion

__________ ___________ refers to various methods of communicating with the firm's publics to secure a favorable impression, rather than an immediate sale.

public relations

Which market segment is most receptive to global advertising campaigns?

youth market

On which group has most research on pricing been conducted?

North Americans

The programmed management approach may lead to a __________ standardized advertising campaign for all markets.

highly

Producers of _________ products are more likely to rely on personal selling than advertising.

industrial

Contests, premiums, and trade shows are all part of ________.

sales promotion

Which part of the promotional mix is focused on securing a favorable impression rather than making an immediate sale?

public relations

Research on pricing in international markets is widely generalizable.

false

Which type of pricing sets prices for goods produced in one country and sold in another?

international

Under a ______ pricing strategy, prices are set high to quickly recover development costs.

price-skimming

Which type of pricing is local pricing in another country?

foreign national

Transfer pricing is a special kind of ______ pricing that is common among large companies that want their subsidiaries to specialize in the manufacture of some products and import others.

international

Which strategy sets prices low in order to quickly establish the product in the new market?

penetration

International channel strategies tend to be _______-term decisions.

long

Variation in the availability of channel members acts as a ____________ to standardized distribution.

constraint

The Internet is ___________ world prices.

encouraging

In addition to distributing products within each foreign market, marketing managers also have to determine how to get the products to foreign markets.

true

Which set of environmental forces can have a radical and rapid impact on distribution strategy?

legal forces

McDonald's has a ____________ distribution system.

standardized

Which one of the following regions has been active in restricting construction permits for supermarkets?

Europe