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Marketing
Q:
According to the worldwide revenue figures for 2014, Omnicom Group is the world's largest advertising organization.
Q:
How can marketers use elements of the marketing mix to improve product quality?
Q:
Explain cannibalization. How does a line extension strategy increase the risk of cannibalization?
Q:
Which of the following is not an appropriate guideline for companies selecting independent distributors in international markets?
A) Select distributors; don't let them select you.
B) Look for distributors capable of developing markets.
C) Give local distributors control over marketing strategy.
D) Treat local distributors as long-term partners.
E) All of the above are appropriate guidelines.
Q:
The country which has a massive potential for cigarette manufacturers is:
A) Egypt.
B) Spain.
C) Turkey.
D) China.
E) Vietnam.
Q:
Which of the following is an appropriate guideline for companies selecting independent distributors in international markets?
A) Select distributors; don't let them select you.
B) Look for distributors capable of developing markets.
C) Treat local distributors as long-term partners.
D) Maintain control over marketing strategy from day one.
E) All of the above are appropriate guidelines.
Q:
McDonald's global marketing chief, staged a competition that included agencies from all over the world. "i'm lovin' it" tagline was devised by a(n) ________ agency.
A) Egyptian
B) American
C) Turkish
D) Chinese
E) German
Q:
A watch manufacturer added a watch to its product line that was higher priced than the models it already carried. The company used a two-way stretch strategy.
Q:
When companies adopt "indirect involvement" channel they have all of the following activities except:
A) utilize independent agents.
B) use distributors.
C) utilize retailers.
D) establish their own sales force.
E) utilize those who have network of stores.
Q:
The significance of tobacco advertising is highlighted by the fact that ________ million people die each year as a direct result of consuming tobacco products.
A) two
B) three
C) four
D) five
E) six
Q:
The Six Sigma process is applied to products but not services.
Q:
To motivate shopkeepers to stock more of P & G's products, the company launched a:
A) door-to-door program.
B) retail store program.
C) golden store program.
D) hypermarket program.
E) sole distributor program.
Q:
The kind of brand awareness a company wants to project is identified by:
A) area coverage.
B) buyer perception.
C) company organization.
D) national responsiveness.
E) in-house marketing.
Q:
Total quality management involves all employees, regardless of their function, in continual quality improvement efforts.
Q:
Which personal computer company began life as a b-to-b marketer and then began marketing direct to the home PC market?
A) Hewlett-Packard
B) Compaq
C) Dell
D) Acer
E) Sony
Q:
Japanese companies are less inclined to use this approach for selecting advertising agencies:
A) designate global agencies.
B) designate local agencies.
C) use of ads in-house.
D) use of outside agencies.
E) use of in-house marketing.
Q:
The poor quality of American products in comparison to Japanese products in the 1980s led to the ISO quality revolution in American industry.
Q:
The retail environment in developing countries presents challenges for marketing nonperishable items. In Mexico, Proctor & Gamble, Unilever, Colgate-Palmolive, and other global consumer product companies use ________ for their products.
A) door-to-door selling
B) buy-in-bulk selling
C) mom-and-pop stores
D) franchised stores
E) manufacturer-owned stores
Q:
A stock-keeping unit (SKU) is a unique identifier for each distinct brand.
Q:
In selecting an advertising agency, all of the following issues should be taken into consideration except:
A) company organization.
B) national responsiveness.
C) area coverage.
D) buyer perception.
E) franchise or company owned status.
Q:
In exchange for a pledge to carry at least 40 different Procter & Gamble products, participating stores receive regular visits from P & G representatives who tidy and arrange display areas. This motivational program is referred to as:
A) "buy-in-bulk" store program.
B) "high-frequency" store program.
C) "mom-and-pop" store program.
D) "shop operators" program.
E) "golden store" program.
Q:
A company can stretch its product line either upward or downward, but not both directions.
Q:
According to data published by Advertising Age (2014), which of the following is the largest global advertising agency network based on worldwide revenues?
A) Young & Rubicam Group (WPP)
B) Interpublic Group
C) Omnicom Group
D) Dentsu Inc.
E) Havas
Q:
What solution did Andersen Consulting provide to the Moscow Bread Company to solve the problem of stale bread?
A) Deliver the bread frozen.
B) Package the bread in plastic bags.
C) MBC should convert a paperless office to cut red tape.
D) Deliver the bread sliced rather than in whole loaf form.
E) Use paper packaging for bread.
Q:
When creating product objectives, marketers should consider the long-term implications of product decisions.
Q:
According to data published by Advertising Age (2014), which of the following is the largest global advertising organization based on worldwide revenues?
A) WPP Group
B) Interpublic Group
C) Omnicom Group
D) Dentsu Inc.
E) Havas
Q:
In less-developed countries the most important channel of distribution is:
A) door to door.
B) public marketplaces.
C) wholesale marketplaces.
D) pyramid schemes.
E) retail stores.
Q:
There is an ongoing debate between "standardization" versus "adaptation" pertaining to global advertising. Explain how different sides of the arguments fit into the global context.
Q:
Practically every brand of soft drink ever made is available at Mom's Soda Shop; regional beverages from around the world can be purchased at the retailer's web site. The retailer targets people who have developed a fondness for a particular soft drink and can no longer find it. The retailer's ________ is all types of soft drinks.
A) branding strategy
B) product objective
C) positioning strategy
D) marketing mix
E) product mix
Q:
Sales representatives in which Japanese industry cultivate close, long-term relations with customers by selling door-to-door?
A) consumer electronics
B) pharmaceuticals
C) automobiles
D) soft drinks
E) groceries
Q:
A global company that has the ability to successfully transform a domestic campaign into a worldwide one or to create a new global campaign from the ground up possesses a critical marketing advantage. Explain this statement in light of the global advertising.
Q:
A company has only one product line: all the company manufactures is supercomputers. This one product line is also the company's ________.
A) branding strategy
B) marketing mix
C) product mix
D) promotional mix
E) brand equity
Q:
Which country has the biggest market for Tupperware?
A) Romania
B) Indonesia
C) China
D) Russia
E) India
Q:
Standardized print campaigns can be used for industrial products or for technology-oriented consumer products such as the Apple iPhone and the iPad.
Q:
A company introduced the Funday film to compete with lower-priced brands, but it found many of its regular customers bought Funday instead of its usual, higher-priced film. The company experienced ________.
A) an upward line stretch
B) a product line contraction
C) disintermediation
D) cannibalization
E) filling in
Q:
eBay was a pioneer in a form of online marketing known as:
A) b-to-c.
B) b-to-b.
C) p-to-p.
D) d-to-d.
E) c-to-b.
Q:
Ads in a European print campaign for Boeing shared basic design elements, but the copy and the visual elements were localized on a country-by-country basis. This is an example of pattern advertising.
Q:
A company makes several different kinds of shampoo, but it did not have a dandruff shampoo designed for women until it added Pro-Women antidandruff shampoo. This is an example of a(n) ________.
A) downward line stretch
B) upward line stretch
C) cannibalization strategy
D) filling-out strategy
E) product line contraction
Q:
Peer-to-peer (p-to-p) marketing uses distribution channels through:
A) business-to-consumers.
B) electronic commerce.
C) business-to-business.
D) door-to-door.
E) manufacturer-to-wholesalers.
Q:
Recently, global companies have embraced a technique known as "pattern advertising" which is analogous to the concept of global product platforms.
Q:
A winery introduced a brand wine that it priced twice as high as its other wine. This is an example of product extension by a(n) ________.
A) downward line stretch
B) product mix
C) cannibalization strategy
D) upward line stretch
E) two-way stretch
Q:
In recent years, in light of the technological developments, many exporters have been forced to finance international transactions by taking full or partial payment in some form other than money. A number of alternative forms of payments known as countertrade are widely used. How does a countertrade transaction work? How do barter transactions differ from offset?
Q:
To counteract the negative perception and publicity about Coke, the company launched its own print ad campaign that featured smaller-format cans and bottles.
Q:
Heinz stopped marketing its "Bite Me" brand of frozen pizza snacks due to disappointing sales. This is an example of a ________.
A) filling-out strategy
B) downward line stretch
C) product line contraction
D) value stretch
E) cannibalization strategy
Q:
The "extension versus adaptation" debate is essentially a debate over "standardized versus localized" advertising.
Q:
Why is compensation trading also called a "buyback?" How does it differ from switch trading?
Q:
Mercedes was able to successfully introduce its C-Class car at $30,000 without injuring its ability to sell other Mercedes cars for $100,000 or more. Mercedes implemented a(n) ________.
A) downward line stretch
B) product line contraction
C) cannibalization strategy
D) upward line stretch
E) value stretch
Q:
In addition to regular Alka-Seltzer, there is an Alka-Seltzer product for each of the following: cold sufferers, people with upset stomachs, people who can't sleep, people with allergies, and people who have a severe headache. The manufacturer of Alka-Seltzer is using a(n) ________ to reach as many different target markets as possible.
A) full line strategy
B) downward line stretch
C) cannibalization strategy
D) undifferentiated strategy
E) upward line stretch
Q:
What is offset and why is it important in global marketing? How can it be distinguished from counterpurchase?
Q:
According to data published by Advertising Age in 2012, Proctor & Gamble ranks # 2 in worldwide advertisement spending.
Q:
The European Commission recently fined Nintendo nearly $150 million after it was determined that the video game company had colluded with European distributors to fix prices. Why is price fixing not considered a good practice? What are different kinds of price fixings?
Q:
Active Beverages targets the same people who watch the Gravity Games and enjoy skateboarding, in-line skating, mountain biking, and other extreme sports. It makes high-energy drinks for this target market. It does not attempt to make any drinks that are not targeted to this market. Active Beverages uses a(n) ________.
A) undifferentiated marketing strategy
B) filling-out strategy
C) cannibalization strategy
D) limited-line strategy
E) brand extension strategy
Q:
The elements of the promotion mix are advertising, public relations, personal selling, process, and sales promotion.
Q:
GATT and the U.S. Congress have both defined "dumping." What is the difference in their definitions? Why is dumping a major issue in global marketing?
Q:
Which of the following is designed to help a firm almost entirely reduce product and service defects?
A) ISO 14000
B) ISO 19000
C) Six Sigma
D) TQM
E) ISO 22000
Q:
Standardized print campaigns can be used for all of the following except:
A) visual appeal.
B) industrial products.
C) high-tech consumer products.
D) voiceovers TV commercials.
E) stereotype advertising.
Q:
Suppose that a book publisher sells a textbook for $150 each to its domestic distributor. The same publisher sells the same edition of the textbook to a distributor in Thailand for $85 since the affordable prices by Thai students may be much less than in the domestic market. The textbook finds its way back into the domestic market since the Thai distributor sold it back to another marketer who sells in the domestic market for $85. What is this type of pricing known as, and what are the consequences of such transactions to global marketers, if any?
Q:
An American company wanting to be competitive in the European market would be most likely to seek which type of certification?
A) ISO 14000
B) DMAIC
C) TQM
D) Six Sigma
E) ISO 22000
Q:
When the subheads and body copy of an advertisement are localized, not simply translated, it is an example of:
A) local advertising.
B) global advertising.
C) pattern advertising.
D) advocacy advertising.
E) stereotype advertising.
Q:
If a Lexus car is priced in U.S. dollars and sold at the dollar converted price in Indian rupees, what sorts of problems can be expected? What is the difference between ethnocentric, polycentric and geocentric pricing?
Q:
Which of the following helps an organization focus on minimizing any harmful effects it may have on the environment?
A) Six Sigma
B) ISO 9000
C) ISO 14000
D) ISO 22000
E) TQM
Q:
The currency fluctuations in global markets have a big impact on international transactions. What actions can be adapted if the domestic currency is strong?
Q:
Which of the following was developed to guarantee that an organization's products conform to the customer's requirements?
A) Six Sigma
B) ISO 9000
C) ISO 14000
D) ISO 22000
E) TQM
Q:
In the language of global marketing, ________ is the phrase used to describe advertising that represents a middle ground between 100% standardization and 100% localization.
A) "stereotype advertising"
B) "template advertising"
C) "cookie-cutter advertising"
D) "compromise advertising"
E) "pattern advertising"
Q:
A working knowledge of Incoterms can be a source of competitive advantage to anyone seeking an entry-level job in global marketing. What are "Incoterms," and how are they classified? How are Incoterms applied in global marketing?
Q:
It is most accurate to say that total quality management firms believe that it is the responsibility of ________ employees to serve the needs of customers.
A) marketing
B) research and development
C) human resource
D) management
E) all
Q:
________ is the phrase global marketers use to describe ads with common design elements into which localized elements are inserted for individual country markets.
A) "Pattern advertising"
B) "Template advertising"
C) "Cookie-cutter advertising"
D) "Model advertising"
E) "Stereotype advertising"
Q:
How can price be used as a strategic variable to achieve specific financial goals? Under what conditions should skimming or penetration pricing be adapted as strategies?
Q:
________ involves a five-step process called DMAIC (define, measure, analyze, improve, and control) designed to improve quality.
A) Total quality management (TQM)
B) Cannibalization
C) ISO 9000
D) ISO 14000
E) Six Sigma
Q:
A phrase which is analogous to the concept of global product platforms is:
A) "Pattern advertising."
B) "Template advertising."
C) "Cookie-cutter advertising."
D) "Model advertising."
E) "Stereotype advertising."
Q:
One of the reasons why the initial enthusiasm for OLPC [one laptop per child] did not translate into firm commitments for orders was:
A) the computer XO was not rugged enough to handle heavy use and abuse.
B) the computer XO was not dust and water proof, dust being a major problem in many countries.
C) the higher price of computer XO.
D) the images were bright even in sunlight.
E) the computer XO did not have Wi-Fi community.
Q:
Competitive advertising may impair the effectiveness of the message due to the fact that it may:
A) not reach the intended recipient.
B) reach the intended recipient but is misunderstood.
C) reach the intended recipient and is understood, but the recipient may fail to take action.
D) get distorted by noise.
E) only be in one language.
Q:
Which of the following is a management philosophy that focuses on satisfying customers through empowering employees to be an active part of continuous quality improvement?
A) cannibalization
B) total quality management (TQM)
C) Six Sigma
D) ISO 9000
E) ISO 14000
Q:
Luxury good marketers found a new way to combat gray market imports into the United States. In March 1995, the U.S. Supreme Court let stand an appeals court ruling prohibiting a discount drugstore chain from selling Givenchy perfume without permission. The distinctive packaging of the perfume is also protected by the U.S. Copyright law. The ruling implies that:
A) Givenchy can only be sold in copyrighted packages.
B) Costco and Walmart will no longer be able to sell Givenchy.
C) Costco and Walmart will be able to sell Givenchy with authorization.
D) gray marketers will be able to market with authorization.
E) discount drugstores cannot market a product resembling Givenchy's perfumes.
Q:
Which of the following refers to a product's overall ability to satisfy customers' expectations?
A) value proposition
B) brand equity
C) product precision
D) brand meaning
E) product quality
Q:
A company's efforts to effectively communicate with customers is very important. All of the following are major difficulties which can compromise an organization's attempt to communicate with customers except:
A) the message does not reach the intended recipient.
B) the message reaches the intended recipient but is misunderstood.
C) the message reaches the intended recipient and is understood, but the recipient may fail to take action.
D) the message is distorted by noise.
E) the message is only in one language.
Q:
What do Unilever and Procter & Gamble have in common?
A) Revenues at both companies have been hurt by regulations concerning tobacco advertising and promotion.
B) Both companies utilize extension approaches to advertising.
C) Both companies rank high in terms of non-U.S. ad spending.
D) Both companies use a great deal of corporate advertising.
E) Both companies use the same advertising agency.
Q:
Despite the high expenses associated with operating elegant stores and purchasing advertising space in upscale magazines, the premium retail prices that luxury goods like Louis Vuitton command translate into handsome profits. The Louis Vuitton brand alone accounts for 60% of LVMH's operating profit. On the other hand, Louis Vuitton spends $10 million annually battling:
A) EU regulations.
B) counterfeiters in countries such as Turkey, South Korea, & Italy.
C) competitors in European countries.
D) suppliers of needed materials.
E) export freight and taxes.
Q:
When a company begins marketing a new product line in addition to its existing product lines, it has done which of the following?
A) expanded the length of the product line
B) expanded the width of the product mix
C) expanded the depth of the product mix
D) expanded the width of the marketing mix
E) used a filling-out strategy
Q:
Which company ranked number one in terms of ad spending in Europe in 2013?
A) General Motors
B) Philip Morris
C) Unilever
D) Procter & Gamble
E) Coca-Cola