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InternationalMarketing,18e(Cateora)
Chapter12GlobalMarketingManagement:PlanningandOrganization
1)Inthe1970s,themarketsegmentationargumentinglobalmarketingwasframedas"globalintegrationversuslocalresponsiveness."
Answer:FALSE
Explanation:Inthe1970s,themarketsegmentationargumentwasframedas"standardizationversusadaptation."Inthe1980s,itwas"globalizationversuslocalization,"andinthe1990s,itwas"globalintegrationversuslocalresponsiveness."
Difficulty:1Easy
Topic:TheRoleoftheMarketingMixinInternationalMarketing
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
2)Themostsuccessfulcompaniesintheglobalmarketplacetodayfocusoncountryastheprimarysegmentationvariable.
Answer:FALSE
Explanation:Asglobalmarketscontinuetohomogenizeanddiversifysimultaneously,thebestcompanieswillavoidthetrapoffocusingoncountryastheprimarysegmentationvariable.
Difficulty:1Easy
Topic:TheRoleoftheMarketingMixinInternationalMarketing
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
3)Fromthemarketingperspective,theidealmarketsegmentsize,ifcustomersatisfactionisthegoal,isone.
Answer:TRUE
Explanation:Astheinformationexplosionallowsmarketerstosegmentmarketsevermorefinely,itisonlythemanufacturingand/orfinancemanagersincompanieswhoargueforstandardizationforthesakeofeconomiesofscale.Fromthemarketingperspective,customizationisalwaysbest.Theidealmarketsegmentsize,ifcustomersatisfactionisthegoal,isone.
Difficulty:1Easy
Topic:TheRoleoftheMarketingMixinInternationalMarketing
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
4)Ageandgenderhavebeenthemostobviousinternationalmarketsegmentationvariables,particularlyforAmericans.
Answer:FALSE
Explanation:Countryhasbeenthemostobvioussegmentationvariable,particularlyforAmericans.Butasbettercommunicationsystemscontinuetodissolvenationalborders,otherdimensionsofglobalmarketsaregrowinginsalience.
Difficulty:1Easy
Topic:TheRoleoftheMarketingMixinInternationalMarketing
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
5)Spreadingtheportfolioofmarketsservedstabilizesrevenuesandoperationsformanyglobalcompanies.
Answer:TRUE
Explanation:Spreadingtheportfolioofmarketsservedbringsimportantstabilityofrevenuesandoperationstomanyglobalcompanies.
Difficulty:1Easy
Topic:TheRoleoftheMarketingMixinInternationalMarketing
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
6)Tacticalplanningisessentiallylongterm,incorporatinggeneralizedgoalsforanenterpriseasawhole.
Answer:FALSE
Explanation:Internationalcorporateplanningisessentiallylongterm,incorporatinggeneralizedgoalsforanenterpriseasawhole.Tacticalplanning,ormarketplanning,pertainstospecificactionsandtotheallocationofresourcesusedtoimplementstrategicplanninggoalsinspecificmarkets.
Difficulty:1Easy
Topic:TheGlobalStrategicPlanningProcess
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
7)Strategicplanningdealswithproducts,capital,research,andthelong-andshort-termgoalsofacompany,andisconductedatthehighestlevelsofmanagement.
Answer:TRUE
Explanation:Strategicplanningisconductedatthehighestlevelsofmanagementanddealswithproducts,capital,research,andthelong-andshort-termgoalsofacompany.
Difficulty:1Easy
Topic:TheGlobalStrategicPlanningProcess
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
8)Inthecontextofplanningforglobalmarkets,theplanningprocessisaprimarymediumoforganizationallearning.
Answer:TRUE
Explanation:Theplanningprocessisaprimarymediumoforganizationallearning.
Difficulty:1Easy
Topic:TheGlobalStrategicPlanningProcess
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
9)Thefirststepintheinternationalplanningprocessistoadaptthemarketingmixtotargetmarkets.
Answer:FALSE
Explanation:Acriticalfirststepintheinternationalplanningprocessisdecidinginwhichexistingcountrymarkettomakeamarketinvestment.TheresultsofPhase1providethemarketerwiththebasicinformationnecessarytodoavarietyofthingsincludingdeterminingwhichpartofthemarketingmixcanbestandardizedandwhichpartofandhowthemarketingmixmustbeadaptedtomeetlocalmarketneeds.
Difficulty:1Easy
Topic:TheGlobalStrategicPlanningProcess
LearningObjective:12-02Theneedforplanningtoachievecompanygoals.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
10)IncorrectdecisionstakeninPhase2oftheinternationalplanningprocessleadtoproductsinappropriatefortheintendedmarketorcostlymistakesinpricing,advertising,andpromotion.
Answer:TRUE
Explanation:AmoredetailedexaminationofthecomponentsofthemarketingmixisthepurposeofPhase2oftheinternationalplanningprocess.Incorrectdecisionsatthispointleadtoproductsinappropriatefortheintendedmarketorcostlymistakesinpricing,advertising,andpromotion.
Difficulty:1Easy
Topic:TheGlobalStrategicPlanningProcess
LearningObjective:12-02Theneedforplanningtoachievecompanygoals.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
11)InPhase2oftheinternationalplanningprocess,theresultsofananalysisfrequentlyindicatethatthemarketingmixwouldrequiresuchdrasticadaptationthatadecisionnottoenteraparticularmarketismade.
Answer:TRUE
Explanation:Frequently,theresultsoftheanalysisinPhase2oftheinternationalplanningprocessindicatethatthemarketingmixwillrequiresuchdrasticadaptationthatadecisionnottoenteraparticularmarketismade.
Difficulty:1Easy
Topic:TheGlobalStrategicPlanningProcess
LearningObjective:12-02Theneedforplanningtoachievecompanygoals.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
12)Phase3oftheinternationalplanningprocessinvolvesdevelopingamarketingplananddecidingbudgetsandprofitexpectations.
Answer:TRUE
Explanation:Inphase3oftheinternationalplanningprocess,amarketingplanisdevelopedforthetargetmarket—whetheritisasinglecountryoraglobalmarketset.Thespecificplanestablisheswhatistobedone,bywhom,howitistobedone,andwhen.Includedarebudgetsandsalesandprofitexpectations.
Difficulty:1Easy
Topic:TheGlobalStrategicPlanningProcess
LearningObjective:12-02Theneedforplanningtoachievecompanygoals.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
13)Aninternationalmarketingplanbeginswithasituationanalysisandculminatesintheselectionofanentrymodeandaspecificactionprogramforamarket.
Answer:TRUE
Explanation:Inthecontextoftheinternationalplanningprocess,themarketingplanbeginswithasituationanalysisandculminatesintheselectionofanentrymodeandaspecificactionprogramforamarket.
Difficulty:1Easy
Topic:TheGlobalStrategicPlanningProcess
LearningObjective:12-02Theneedforplanningtoachievecompanygoals.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
14)Theamountofequityrequiredbyacompanytousedifferentmodesofentryinanewmarketaffectstherisk,return,andcontrolthatitwillhaveineachmode.
Answer:TRUE
Explanation:Theamountofequityrequiredbyacompanytousedifferentmodesofentryinanewmarketaffectstherisk,return,andcontrolthatitwillhaveineachmode.
Difficulty:1Easy
Topic:FactorsInfluencingEntryModes
LearningObjective:12-02Theneedforplanningtoachievecompanygoals.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
15)Withindirectexporting,acompanysellstoacustomerinanothercountrywithouttheuseofanyintermediariesordistributors.
Answer:FALSE
Explanation:Indirectexportingusuallymeansthatacompanysellstoabuyer(importerordistributor)inthehomecountry,whichinturnexportstheproduct.
Difficulty:1Easy
Topic:FactorsInfluencingEntryModes
LearningObjective:12-03Theimportantfactorsforeachalternativemarket-entrystrategy.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
16)ABelgiumcompanysellsitsproductstoalargeretailerinBelgium,whointurnsellstheproductsalloverEuropeandAsia.Thisisanexampleofindirectexporting.
Answer:TRUE
Explanation:Thisisanexampleofindirectexporting,whichusuallymeansthatthecompanysellstoabuyer(importerordistributor)inthehomecountry,whichinturnexportstheproduct.
Difficulty:2Medium
Topic:FactorsInfluencingEntryModes
LearningObjective:12-03Theimportantfactorsforeachalternativemarket-entrystrategy.
Bloom's:Apply
AACSB:KnowledgeApplication
Accessibility:KeyboardNavigation
17)Exportingisacommonmarket-entryapproachformatureinternationalcompanieswithstrongmarketingandrelationalcapabilities.
Answer:TRUE
Explanation:Exportingisacommonmarket-entryapproachformatureinternationalcompanieswithstrongmarketingandrelationalcapabilities.
Difficulty:1Easy
Topic:FactorsInfluencingEntryModes
LearningObjective:12-03Theimportantfactorsforeachalternativemarket-entrystrategy.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
18)Patentrights,trademarkrights,andtherightstousetechnologicalprocessesaregrantedinforeignlicensing.
Answer:TRUE
Explanation:Patentrights,trademarkrights,andtherightstousetechnologicalprocessesaregrantedinforeignlicensing.
Difficulty:1Easy
Topic:FactorsInfluencingEntryModes
LearningObjective:12-03Theimportantfactorsforeachalternativemarket-entrystrategy.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
19)Inthecontextofforeignmarketentry,licensingisleastsuitablewhencapitalisscarce.
Answer:FALSE
Explanation:Theadvantagesoflicensingaremostapparentwhencapitalisscarce,importrestrictionsforbidothermeansofentry,acountryissensitivetoforeignownership,orpatentsandtrademarksmustbeprotectedagainstcancellationfornonuse.
Difficulty:1Easy
Topic:FactorsInfluencingEntryModes
LearningObjective:12-03Theimportantfactorsforeachalternativemarket-entrystrategy.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
20)Withfranchising,afranchiserprovidesastandardpackageofproducts,systems,andmanagementservices,andafranchiseeprovidesmarketknowledge,capital,andpersonalinvolvementinmanagement.
Answer:TRUE
Explanation:Franchisingisarapidlygrowingformoflicensinginwhichafranchiserprovidesastandardpackageofproducts,systems,andmanagementservices,andafranchiseeprovidesmarketknowledge,capital,andpersonalinvolvementinmanagement.
Difficulty:1Easy
Topic:FactorsInfluencingEntryModes
LearningObjective:12-03Theimportantfactorsforeachalternativemarket-entrystrategy.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
21)Astrategicinternationalallianceinvolvesabusinessrelationshipestablishedbytwoormorecompaniesthatcooperateoutofmutualneedandshareriskinachievingacommonobjective.
Answer:TRUE
Explanation:Astrategicinternationalalliance(SIA)isabusinessrelationshipestablishedbytwoormorecompaniestocooperateoutofmutualneedandtoshareriskinachievingacommonobjective.
Difficulty:1Easy
Topic:AdvantagesandDisadvantagesofStrategicAlliances,CollaborativeArrangementsandAcquisitions
LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
22)Jointventuresaresimilarinstructureandorganizationtominorityholdingsbyamultinationalcompanyinalocalfirm.
Answer:FALSE
Explanation:Ajointventureisdifferentfromothertypesofstrategicalliancesorcollaborativerelationshipsinthatajointventureisapartnershipoftwoormoreparticipatingcompaniesthathavejoinedforcestocreateaseparatelegalentity.JointventuresaredifferentfromminorityholdingsbyanMNCinalocalfirm.
Difficulty:1Easy
Topic:FactorsInfluencingEntryModes
LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
23)Thefirststepinbuildingstrategicinternationalalliancesiscalleddating.
Answer:TRUE
Explanation:Thefirststepinbuildingstrategicinternationalalliances(SIA)iscalleddating.ASIAisabusinessrelationshipestablishedbytwoormorecompaniestocooperateoutofmutualneedandtoshareriskinachievingacommonobjective.
Difficulty:1Easy
Topic:AdvantagesandDisadvantagesofStrategicAlliances,CollaborativeArrangementsandAcquisitions
LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
24)AnAmericancompanyhasjustenteredintoanagreementwithaGermanfirmtocreateaseparatelegalentity.ThisnewfirmwillbeallowedtoconductbusinessandactivelycompeteinvariousEuropeanUnionmarkets.Thisisajointventure.
Answer:TRUE
Explanation:Inthiscase,thecreationofaseparatelegalentitybytheAmericancompanyandtheGermanfirmisanexampleofajointventure.Ajointventureisapartnershipoftwoormoreparticipatingcompaniesthathavejoinedforcestocreateaseparatelegalentity.
Difficulty:2Medium
Topic:FactorsInfluencingEntryModes
LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.
Bloom's:Apply
AACSB:KnowledgeApplication
Accessibility:KeyboardNavigation
25)WhenU.S.companiesfaceunfamiliarlegalandculturalbarriersinanothercountry,itispreferabletobuyanexistingbusinessthantoenterintoajointventure.
Answer:FALSE
Explanation:Internationaljointventuresprovideawaytoentermarketsthatposelegalandculturalbarriersthatislessriskythanacquisitionofanexistingcompany.
Difficulty:1Easy
Topic:FactorsInfluencingEntryModes
LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
26)Sixhigh-technologycompaniesjoinedforcestoproduceandmarkettheirproductsinJapan.Byjoiningtogether,thesecompanieswereabletoentertheJapanesemarketforthefirsttime.Thisisanexampleofaconsortium.
Answer:TRUE
Explanation:Inthiscase,thearrangementbythehigh-technologycompaniestoproduceandmarkettheirproductstogetherintheJapanesemarketisanexampleofaconsortium.
Difficulty:2Medium
Topic:FactorsInfluencingEntryModes
LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.
Bloom's:Apply
AACSB:KnowledgeApplication
Accessibility:KeyboardNavigation
27)AnAustraliantelevisionmanufacturerrecentlyinvestedinaplanttobuildtunersinMexico.Thisformofinternationalbusinessisaptlynamedinternationallicensing.
Answer:FALSE
Explanation:Inthiscase,theAustraliantelevisionmanufacturerisengagedindirectforeigninvestment.
Difficulty:2Medium
Topic:FactorsInfluencingEntryModes
LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.
Bloom's:Apply
AACSB:KnowledgeApplication
Accessibility:KeyboardNavigation
28)Freetradeareasthataretariff-freeamongmembersbuthaveacommontarifffornonmemberscreateanopportunitythatcanbecapitalizedonbydirectinvestment.
Answer:TRUE
Explanation:Thegrowthoffreetradeareasthataretariff-freeamongmembersbuthaveacommontarifffornonmemberscreatesanopportunitythatcanbecapitalizedonbydirectinvestment.
Difficulty:1Easy
Topic:FactorsInfluencingEntryModes
LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
29)Anadvantageofamatrixorganizationalstructureininternationalbusinessisthatitpermitsmanagementtorespondtotheconflictsthatariseamongfunctionalactivity,product,andgeography.
Answer:TRUE
Explanation:Amatrixstructurepermitsmanagementtorespondtotheconflictsthatariseamongfunctionalactivity,product,andgeography.
Difficulty:1Easy
Topic:OverviewofOrganizationalStructureandDesign
LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
30)Ifaproductisculturallysensitive,thendecisionsrelatedtotheproductaremorelikelytobecentralized.
Answer:FALSE
Explanation:Ifaproductisculturallysensitive,thedecisionsaremorelikelytobedecentralized.
Difficulty:1Easy
Topic:OverviewofOrganizationalStructureandDesign
LearningObjective:12-04Theincreasingimportanceofinternationalstrategicalliances.
Bloom's:Remember
AACSB:Diversity
Accessibility:KeyboardNavigation
31)DellCorporationisagoodexampleofmasscustomizationbecauseit
A)maintainsalargeinventoryofproducts.
B)buildscomputerstoorder.
C)marketstocountriesallovertheword.
D)providesone-to-onecustomerservicesupport.
E)useslocalcompaniestobuilditscomputers.
Answer:B
Explanation:Agoodexampleof"masscustomization"isDellComputerCorporation,whichmaintainsnoinventoryandbuildseachcomputertoorder.ThetrendbacktowardlocalizationiscausedbytheefficienciesofcustomizationmadepossiblebytheInternetandincreasinglyflexiblemanufacturingprocesses.
Difficulty:1Easy
Topic:RequirementsofaGloballyDispersedProductionSystem
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Understand
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
32)Withrespecttoglobalmarketingmanagement,theargumentformarketsegmentationinthe1980swasframedas
A)globalizationversuslocalization.
B)standardizationversusadaptation.
C)adaptationversusone-to-onemarketing.
D)globalizationversusone-to-onemarketing.
E)standardizationversuslocalization.
Answer:A
Explanation:Inthe1970s,themarketsegmentationargumentwasframedas"standardizationversusadaptation."Inthe1980s,itwas"globalizationversuslocalization,"andinthe1990s,itwas"globalintegrationversuslocalresponsiveness."
Difficulty:1Easy
Topic:TheRoleoftheMarketingMixinInternationalMarketing
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
33)CompanyMwasweighingwhetheritcouldbecompetitiveifitstandardizeditsproductsfortheglobalmarket.Itshouldconsiderthreecriteria:easeofcontrol,flexibility,and
A)globalregularity.
B)degreeofadaptation.
C)marketingcapabilities.
D)diversity.
E)communicationcapabilities.
Answer:A
Explanation:Threecriteriadrivethedecisionofwhetherornottostandardize:tractability(easeofcontrol),flexibility,andglobal"regularity,"oruniformdemandinwidelydispersedmarkets.
Difficulty:1Easy
Topic:TheRoleoftheMarketingMixinInternationalMarketing
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
34)Inthecontextofglobalmarketingmanagement,internationalmarketersframedtheargumenttowardmarketsegmentationduringthe1970sas
A)globalintegrationversusone-to-onemarketing.
B)standardizationversusadaptation.
C)adaptationversusone-to-onemarketing.
D)globalintegrationversuslocalresponsiveness.
E)standardizationversuslocalresponsiveness.
Answer:B
Explanation:Inthe1970s,themarketsegmentationargumentwasframedas"standardizationversusadaptation."Inthe1980s,itwas"globalizationversuslocalization,"andinthe1990s,itwas"globalintegrationversuslocalresponsiveness."
Difficulty:1Easy
Topic:TheRoleoftheMarketingMixinInternationalMarketing
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
35)CompanyGtakesadvantageoftheInternetandflexiblemanufacturingtocreateproductsthatvarydependingonthemarketitissoldinto.ThisdemonstratesCompanyG'sfocuson
A)localization.
B)centralization.
C)diversity.
D)competition.
E)standardization.
Answer:A
Explanation:Thetrendtowardlocalization,orproducingcustomizedproductsforspecificlocalmarkets,ispartlycausedbytheefficienciesofcustomizationmadepossiblebytheInternetandincreasinglyflexiblemanufacturingprocesses.
Difficulty:2Medium
Topic:TheRoleoftheMarketingMixinInternationalMarketing
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Apply
AACSB:KnowledgeApplication
Accessibility:KeyboardNavigation
36)Whatisthecrucialquestionfacinginternationalmarketerstoday?
A)Whatarethemostefficientwaystosegmentmarkets?
B)Whenisadaptationmorerelevantthancustomization?
C)HowcanIbettersegmentbycountry?
D)HowcanIavoidsegmentingonthebasisoflanguage,age,andincome?
E)HowcanIbecomemoreethnocentric?
Answer:A
Explanation:Inthe21stcentury,standardizationversusadaptationissimplynottherightquestiontoask.Rather,thecrucialquestionfacinginternationalmarketersiswhatarethemostefficientwaystosegmentmarkets?Countryhasbeenthemostobvioussegmentationvariable,particularlyforAmericans.Butasbettercommunicationsystemscontinuetodissolvenationalborders,otherdimensionsofglobalmarketsaregrowinginsalience.
Difficulty:1Easy
Topic:TheRoleoftheMarketingMixinInternationalMarketing
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Remember
AACSB:KnowledgeApplication
Accessibility:KeyboardNavigation
37)Whichcompanyhasbeenknownforitsabilitytoadapttolocalneedsandwantsintheinternationalmarketplacesinceitsinceptionin1866?
A)Kodak
B)GeneralFoods
C)R.J.ReynoldsTobacco
D)RalstonPurina
E)Nestlé
Answer:E
Explanation:Nestléhasbeeninternationalalmostfromitsstartin1866asamakerofinfantformula.Itsoverallstrategyis:(1)thinkandplanlongterm,(2)decentralize,(3)sticktowhatyouknow,and(4)adapttolocaltastes.
Difficulty:1Easy
Topic:TheRoleoftheMarketingMixinInternationalMarketing
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
38)Alcoasentlineworkersandmanagerstoforeignlocationstoseekoutnewtechniquesandprocesses,andtheybroughtthembacktothehomecountrytoimproveoperations.Thisshowsthebenefitsof
A)hiringdiversity.
B)standardization.
C)improvisation.
D)globalmarketing.
E)transfersofknowledge.
Answer:E
Explanation:AtAlcoa,lineworkersweresenttotheJapaneseplanttolearntechniques,whichwerethentransferredtotheU.S.operations.Becauseofthebenefitsofsuchtransfersofknowledge,Alcoahaschangeditspracticeofsendingmanagersoverseasto"keepaneyeonthings"tosendinglineworkersandmanagerstoforeignlocationstoseekoutnewtechniquesandprocesses.
Difficulty:1Easy
Topic:TheRoleoftheMarketingMixinInternationalMarketing
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Remember
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
39)Whatstatementisafeatureofinternationalcorporateplanning?
A)Itonlyaddressesmarketingandadvertisingquestions.
B)Itspecificallydealswithacompany'sproducts,capital,andresearch.
C)Itpredominantlydealswiththetacticalissuesofmarketing.
D)Itisessentiallylongterminnature.
E)Itreferstotheplansthataremadeatthelocallevel.
Answer:D
Explanation:Internationalcorporateplanningisessentiallylongterm,incorporatinggeneralizedgoalsforanenterpriseasawhole.
Difficulty:2Medium
Topic:TheGlobalStrategicPlanningProcess
LearningObjective:12-01Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.
Bloom's:Understand
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
40)Whatstatementrelatestostrategicplanning?
A)Itisconductedatthelowestlevelsofmanagement.
B)Itdealswithacompany'spro
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