Ver1- Marketing 466- International Marketing Summer 2012- final exam - xxx pts total

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1
-


Marketing 466
-

International Marketing

Summer

2012
-

final

exam

-


xxx

pts total


Exam Instructions:

This exam is designed to measure your understanding of concepts that
were discussed in class lecture, guest speakers

and course readings. You are free to consult
these materials and your colleagues when preparing your answers to questions below, but
please the words you choose for your answers should be
your own
. Each
essay
question is
equally weighted and we expect
about 2/3 to one page in length, per answer. Please answer
the following questions and
email answers to Tom & Darko
. Be sure to answer all parts of

each
question. Remembe
r your task is to convince Darko

and Tom that you really understand
the topic.


P
art I
:
Multiple Choice Questions:

Please
circle

the answer you believe is best. 5 pts each,

100

total
.


1 According to Michael Porter, a global industry is one in which _________ can be


achieved by integrating and leveraging oper
ations on a worldwide scale.

a.

competitive advantage


b.

the marketing mix

c.

focus

d.

EPRG


2

A firm’s global marketing strategy addresses which of the following issues:

a.

standardization versus adaptation of the marketing mix

b.

global market participation

c.

coor
dination of marketing activities

d.

integration of competitive moves

e.

all of the above


3. The importance of contracts and lawyers is MOST consistent with a(n):


A)

low
-
context culture.


B)

high
-
context culture.


C)

older culture.


D)

Nativ
e
-
American cultures


E)

All of the above.



4.

Recently, some of the biggest advertising holding companies have acquired leading
public relations agencies. The best explanation for this trend is:

a.

A growing realization of the importance of IMC.

b.

Increasing cli
ent demands for localized PR campaigns.

c.

Stepped
-
up efforts by large companies to combat anti
-
globalization activists.

d.

Declining demand for global public relations means agencies have to agree to be
acquired or risk going out of business.


5.

Which of the foll
owing is NOT an advantage of using sales promotions:

a.

provides a tangible incentive to buyers

b.

provides accountability to marketing managers

c.

May enable company to build its database

d.

builds long
-
term brand awareness




6.

According to the text, a company in whi
ch an
ethnocentric

orientation prevails is likely to
utilize primarily ____________ in its sales force.

a.

host
-
country nationals

b.

third
-
country nationals

c.

expatriates

d.

agents of any nationality



7.

Country of Origin Effects tend to be most important for which of

the following?



a. Low involvement products



b. High involvement products



c. Gift items



d. Convenience Goods



e. Both B & C.


8
.

Which type of representative is preferred by companies whose products are at the
forefront of technology, and when

the selling function relies on extensive training and
highly
-
specialized information?

a.

home
-
country nationals



b.

host
-
country nationals


c.

third
-
country nationals

d.

high
-
context negotiators


9
.

Anya was born in Russia, educated in America, and repre
sents Ford in Moscow.
Which type of salesperson is Anya most likely to be?

a.

home
-
country national



b.

host
-
country national


c.

third
-
country national

d.

mercenary expatriate


10
.


Which of the following is true regarding high
-
context cultures?

a.

High
-
context cultures are less confrontational in negotiations.


b.

High
-
context cultures follow Western logic.


c.

High
-
context negotiators are more programmatic.


d.

In high
-
context cultures the negotiation terminates when an agreement is
formally reached and

in writing.


1
1
.

A firm is vulnerable to competition from parallel imports if it:

a.

engages in differential pricing


b.

distributes through unauthorized channels


c.

a and b


d.

none of the above


12
.

Which of the following is an advantage of countertrad
e agreements?

a.

Countertrade practices encourage economic efficiency.


b.

Countertrade allows firms from industrialized countries to sell their products
in markets that would otherwise be inaccessible.


c.

Countertrade agreements often speed up the negoti
ation process.


d.

All of the above are countertrade advantages.






13
.

The
key

(#1) determinant in the market entry choice decisions is the:

a. risk.

b. local infrastructure.

c. flexibility.

d. internal resources and assets.

e. Market Opportunity
-
market size and growth potential.


14.

Which of the following is not a component of the international promotional mix?

a.

product management


b.

salesforce management



c.

international sales promotion


d.

international advertising


15.

For U.S. industrial

firms, trade show and exhibitions account for ____ of the overall



communication budget.

a.

one
-
fifth



b.

one
-
fourth



c.

one
-
third

d.

half


16.

A manufacturer concerned about price escalation in export markets might do all but which of
the f
ollowing:

a.

attempt to shorten distribution channels

b.

switch to offshore sourcing

c.

pursue gray marketing

d.

license the product to a host
-
country manufacturer


17.

"Transfer pricing" refers to pricing decisions for:


a.

all international sales

b.

international s
ales between two non
-
related companies

c.

intra
-
corporate sales

d.

company sales to government agencies



18.

In a vertical marketing system:

a. Products are transported by air and then dropped to customers
-
hence a vertical


system for distribution
.

b. intermediares are not linked together because of cost reasons.

c. intermediaries are linked together in an intergrated system.

d. vertical systems are usually used for non
-
complex situations and products.



19.

Multi
-
channel distributioins systems
are:



a. becoming less common because of globalization.



b. Are becoming more common.



c. Sometimes can lead to channel conflict.



d. Both B & C.



e. None of the above are true.



20.

Which of the following is true

about brands and branding.
.



a.

Most brand
s

today are becoming global brands.



b. Luxury brands can often more easily use a brand standardization strategy.


c. In branding, the country of origin effect refers to where customers

geographically call home.


d.
Global brand positionin
g is becoming easier due to market fragmentation.









Part II
:
Complete the A
nswer
-

5
pts. Each,
20
pts.

total.



1.


What is most popular social network in Brazil and which company is behind it?
_______________________


2………..It can be stated that br
and name for Mercedes cars is ultimate homage to marketing
since the cars are named after
_______________________________________________________________________________________________


3……….What represents Brand Momentum Index according to BrandZ method
ology for Top 100
most valuable brands? Name three brands with Brand Momentum Index 10.
______________________________________________________________________________________________________________
___


4………..Companies that use dynamic incremental pricing
on international markets see domestic
R&D costs as ___________________ cost.



Part Three
: Short An
swer /Essay: ( 30

points

each
)


120
pts. total.

(answer any 4 of following five

questions).


Please be sure to answer all parts of each question you choose
.

120

total



1.

Explain briefly economy of scale. Explain how economy of scale influences development
of international marketing practice. Economy of scale is primarily related to
manufacturing, but also it can be applied to other marketing activities


expl
ain.


2.

What would be your recommendations for Benchmade exporting products to East
European countries if it would be confronted with price
-
escalation? Develop several
scenarios.


3.

How can a company manage a negative country
-
of
-
origin perception? What are t
he
opportunities associated with a positive country of origin. Discuss some examples of
negative and positive country of origins. Is there a difference in customer perception
between country of origin of brand and country of origin of manufacturing/assembl
y?


4.

Explain how would Nike effectively use Facebook as social media for promotional
activities and developing communication with consumers in China?



5.

What are favorable trends for dual extension strategy in international marketing? Give
example of compa
nies following this strategy.
(Comprehensive question, taking a broader
view than one in your textbook

is strongly

suggested!)