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Chapter 6 Quiz

Theodore Levitt wrote a book titled The Marketing Imagination. In the book, Levitt argues that consumers around the world are becoming very similar in their wants and behaviors. Levitt asserts that marketers should standardize their marketing strategies and activities in order to benefit from economies of scale. Levitt is encouraging marketers to adopt a(n) __________ marketing strategy.

multidomestic
multinational
customized
international
global

global

Which type of firm views the world as one market and emphasizes cultural similarities across countries rather than their differences?

multidomestic
multinational
transcontinental
transnational
international

transnational

The Foreign Corrupt Practices Act of 1977 made what practice illegal?

– selling products at prices other than the manufacturer’s suggested retail price in foreign countries
– selling products through unauthorized channels in foreign countries
– bribing an official of a foreign government to obtain business in that country
– using contacts in foreign countries to perform corporate espionage on competitors
– selling goods or services to the countries of Cuba or North Korea

bribing an official of a foreign government to obtain business in that country

Selling virtually the same product in other countries works well for companies such as New Balance Athletic Shoes. This is an example of which type of global marketing strategy?

product integration
product adaptation
product extension
product customization
product invention

product extension

Golden Beauty, a brand of sun care products from L’Oréal, a French health and beauty products marketer, has advertising featuring dark tanning for northern Europeans, skin protection to avoid wrinkles among Latin Europeans, and beautiful skin for Europeans living along the Mediterranean Sea, even though the products are the same. This is an example of which type of global marketing strategy?

product invention
promotion adaptation
product extension
communication adaptation
promotion customization

communication adaptation

On which segment of global consumers have Adidas, Coca-Cola, and Apple capitalized?

the elite segment
Chinese adults
the youth market
American baby boomers
young families

the youth market

Mexican officials claimed that U.S. apple growers were __________ when they appeared to be selling red and golden delicious apples in Mexico for less than the cost of producing them. This resulted in Mexico adding a tariff to these products.

back-channel marketing
parallel importing
countertrading
dumping
microfinancing

dumping

One problem typical of __________ is that the U.S. firm may want to return earned profits (repatriate) to the United States, but the local partner in the local firm or its government may oppose this.

franchising
direct exporting
indirect exporting
direct investment
a joint venture

a joint venture

What is another term for a gray market?

transparent market
negotiation marketing
parallel importing
mature market
back-channel market

parallel importing

Which of the following statements about global brands is most accurate?

– A global brand is a collaborative effort among several different multinational firms to ensure that semiotic mistakes do not occur.
– A global brand alters the product or service formulation for each country.
– A global brand uses the same product formulation or service concept across multiple countries and cultures.
– A global brand has marketing programs that are coordinated in each individual country where the service is sold to ensure a consistent customer experience.
– A global brand is marketed under different brand names for every market.

A global brand uses the same product formulation or service concept across multiple countries and cultures.

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