QuestionTapping into Global MarketsGENERAL CONCEPT QUESTIONS

Tapping into Global Markets

GENERAL CONCEPT QUESTIONS

Multiple Choice

1. Red Bull has gained ________ of the worldwide energy drink market by skillfully connecting with global youth.

a. 70 percent

b. 80 percent

c. 60 percent

d. 50 percent

e. 90 percent

2. Red Bull built buzz about the product through its ________.

a. “buzz marketing program”

b. “in program”

c. “marketing program”

d. “seeding program”

e. “advertising campaign”

3. A global industry is defined as ________.

a. an industry in which the strategic positions of competitors are fundamentally affected by their overall global positions

b. an industry that operates in more than one country and captures R&D, marketing, and other financial advantages in its costs and reputation.

c. an industry that operates in more than one country and has a strategic position in many countries

d. a firm that operates in more than one country and has a sales and marketing staff in those countries

e. an industry that has strategic positions in many countries but is not affected by competition

4. A global firm is one that ________.

a. where the strategic positions of competitors are fundamentally affected by their overall global positions

b. operates in more than one country and captures R&D, marketing, and other financial advantages in its costs and reputation

c. operates in more than one country and has a sales and marketing staff in those countries

d. operates in more than one country and has a sales and marketing staff in those countries developing

e. has strategic positions in many countries but is not affected by competition researching

5. International trade in 2003 accounted for over ________ of U.S. GDP up from 11 percent in 1970.

a. one-third

b. one-eighth

c. one-half

d.one-quarter

e. 18 percent

6. Global firms plan, operate, and ________ their activities on a worldwide basis.

a. produce

b. coordinate

c. distribute

d. price

e. service

7. The major decisions in international marketing include which of the following steps?

a. Deciding whether to go abroad.

b. Deciding which markets to enter.

c. Deciding how to enter the market.

d. Deciding on the marketing program.

e. All of the above.

8. The internationalization process has four stages. These stages are ________.

a. no regular export activities

b. export via independent representatives (agents)

c. establishment of one or more sales subsidiaries

d. establishment of production facilities abroad

e. all are part of the internationalization process

9. Most firms work with an ________ and enter a nearby or similar country.

a. independent agent

b. contractual export department

c. import/export department

d. franchisee

e. management contract

10. A “waterfall” approach to international marketing is defined as ________.

a. countries that are gradually entered sequentially

b. countries in which the demand for the product is greatest is entered first

c. countries in which the demand for the product is greatest is entered last

d. countries in which the supply of raw material is greatest is entered first

e. countries are entered based upon ease of entry

11.A “sprinkler” approach to international marketing is defined as ________.

a. countries that are entered when timing is right

b. countries that are gradually entered sequentially

c. countries in which the supply of raw material is greatest is entered first

d. countries in which the demand for the product is greatest is entered first

e. many countries are entered simultaneously within a limited period of time

12.The developed nations and the prosperous parts of developing nations account for less than ________ of the world’s population.

a. 10 percent

b. 15 percent

c. 20 percent

d. 25 percent

e. 30 percent

13. Marketers must change their conventional marketing to sell their products to developing countries. One of the changes that marketers can make is to ________.

a. reduce the price of the product but increase the packaging size

b. reduce the size but keep the pricing the same

c. reduce the price of the product

1. reduce the size and price of the packaging
2. increase the price and the packaging size because these countries have never seen the product before

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