MKTG 4280 Exam 1 Prep

When a survey questionnaire in English is translated into Korean for use in South Korea and then translated into English, it is described as:

native translation.

comparative translation.

parallel translation.

incipient translation.

back-translation.

back-translation.

Marketers must be aware of the impact of SRC and other cultural assumptions since:

it enhances management's willingness to pursue market research.

it can have several positive effects on market planning.

it can help ensure that the research effort is designed with minimal home-country bias.

it can help ensure that the research effort is designed with minimal second-country bias.

All of the above are correct.

All of the above are correct.

Problems faced by small markets around the world in collecting research data can be overcome by all of the following ways except:

estimate demand by using the economic and demographic relationships.

use methods sacrificing elegance in order to minimize expenses.

devise inexpensive research techniques and methods.

use inexpensive survey research sacrificing statistical rigor.

get information from selected individuals who may be familiar with demographics.

get information from selected individuals who may be familiar with demographics.

The U.S. government's most comprehensive source of world trade data is:

Census Bureau.

National Trade Data Base (NTDB).

Bureau of Economic Analysis.

Gross Domestic Product (GDP).

Eurostat.

National Trade Data Base (NTDB).

A market research study of soft drink consumption and distribution in Hungary commissioned by an American company indicated that soft drinks were available in drugstores. However, Western-style drugstores do not exist in Hungary. This illustrates an important issue in global marketing research, namely:

using convenience samples.

market estimation by analogy.

comparability of data.

inflated data.

using multidimensional scaling.

comparability of data.

One of the key features of an EDI (Electronic Data Interchange) system is:

it saves both time and money by using different languages.

vendors receive orders by voice mail.

it allows easy access to all company data to vendors.

it allows third-party transmission connections to company data.

its transaction formats are universal.

its transaction formats are universal.

Which of the following environmental factors may require marketers to adjust their approach to conducting international as opposed to domestic marketing research?

Researchers may have to broaden the definition of competitors to include competitive pressures not present in the domestic market.

Company personnel must come to grips with a new set of culture-based assumptions about conducting business.

All of the above

Research may help reduce psychological overload.

Researchers must be prepared for new parameters of doing business.

All of the above

Which of the following is true about etic and emic approaches to country analysis?

An emic approach studies a culture "from the outside"; etic analysis studies a culture from within.

The emic/etic approaches cannot be applied to Asian countries.

An emic approach studies a culture from within; etic analysis is "from the outside."

The emic/etic distinction is not useful in cultural studies.

The etic and emic approaches are identical.

An emic approach studies a culture from within; etic analysis is "from the outside."

Marketer's should be aware of the impact of self-reference criterion (SRC) and other cross-cultural assumptions. The advantages of such awareness include all of the following except:

it can ensure that the research effort is not affected by home-country findings.

it can enhance management's willingness to conduct market research.

it can enhance management's receptiveness to research findings.

it can ensure that the research effort is designed without any bias.

it can help marketer's contradict "tried-and-true" marketing experience in other markets.

it can enhance management's willingness to conduct market research.

Predicting economic and income growth rates is particularly important when researching which type of market?

 

parallel markets

existing markets

latent markets

incipient markets

local markets

incipient markets

An ________ system allows a company's business units to submit orders, issue invoices, and conduct business electronically with other company units as well as outside companies.

EPOS

ECR

Internet

intranet

EDI

EDI

Anyone undertaking a market research project should understand that the first step is:

determining information requirements.

setting the budget.

deciding who will see the final report.

defining the problem.

determining the methodology to use.

determining information requirements.

"Usage rates" and "user status" are important criteria for which segmentation variable?

benefit

behavioral

psychographic

occupational

demographic

behavioral

Companies like Coca-Cola had the first-mover advantage since they were the first company to enter a global market. The first-mover advantages include all of the following except:

advantage in adapting to the local culture.

lead in advertising and promotion exposure.

gain business experience.

substantial investments in marketing.

best chance of becoming world leader.

substantial investments in marketing.

The basis for global marketing expert David Arnold's framework for screening intercountry comparisons includes:

"top-down" segmentation analysis.

"bottom-up" segmentation analysis.

income level.

demographic data.

population data.

"bottom-up" segmentation analysis.

Global automakers are targeting the U.S. market with SUVs. All of the following SUVs are assembled or manufactured in the listed country except:

Volkswagen in Slovakia.

Kia in Malaysia.

Mercedes-Benz in the United States.

Honda in Japan.

Porsche in Germany.

Kia in Malaysia.

For years, ads for Volvo automobiles stressed safety features and protection in the event of a crash. Thus, Volvo automobiles developed a reputation based on which positioning strategy?

quality/price

attribute/benefit

use/user

competition

high touch

attribute/benefit

Consumers shopping for high-touch products, such as fine perfume, are generally energized by ________ motives.

high-tech

both emotional and rational

emotional

neither emotional nor rational

rational

emotional

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?

none of the above

concentrated global marketing

psychographic global marketing

standardized global marketing

differentiated global marketing

differentiated global marketing

The feasibility of targeting a particular market segment can be negatively impacted by various factors. Which of the following is not one of those factors?

time required to establish business

lack of distribution system

surplus demand

regulatory hurdles

cultural barriers

surplus demand

Positioning refers to the act of:

differentiating a brand in customer's mind.

formulating a companion product.

determining what areas of the globe to target.

ensuring a choice retail shelf location.

formulating a private label strategy.

differentiating a brand in customer's mind.

Psychographic segmentation involves grouping people in terms of their:

gender.

attitudes, values, and lifestyle.

age and income.

psychological well being.

combined household income.

attitudes, values, and lifestyle.

The strategy that identifies a brand as a symbol of a particular global segment is known as:

local consumer culture positioning.

foreign consumer culture positioning.

global consumer culture positioning.

global market positioning.

demographic market positioning.

global consumer culture positioning.

A company with a ______ views the world as a potential market and strives to develop integrated global strategies.

geocentric orientation

The global market development strategy involves:

seeking new customers in a geographical market.

If Nestlé decides not to market biscuits (cookies) in the United States due to competitive reasons, it is considered to have a lack of strategic focus and missed opportunity True/False

FALSE , this would be considered a lack of focus

In the United States, some people believe that globalization has depressed the wages of American workers resulting in the loss of both blue-collar and white-collar jobs. This is an example of

Globaphobia

examples of effective global marketing by mcdonalds include both standardized and localized marketing mix elements

-it serves McAloo tikki potato burgers in india

-it operates themed dining cars on the swiss national rail system

-it has a home delivery service in india

-it has slang nicknames such as MakDo in phillipenes

to the extent that a country sells more goods and services abroad than it buys, there will be:

greater demand for its currency