Test Bank for International Marketing 3rd Edition by Lascu Mutiple Choice Questions When a company from the United States exporting products to multiple countries in the European Union only has to go through customs once, this is an example of: a.Competition b.Regional economic & political integration c.Import quotas d.Technology Firms that view international markets solely as markets where they could unload excess production have a(n): a.ethnocentric orientation b.polycentric orientation c.regiocentric orientation d.geocentric orientation Generation X consumers in the United States and in Southeast Asia: a.are loyal to the same soft-drink brands b.are very different even though they are in the same age demographic c.wear the same brands of clothing but have different musical preferences d.are targeted by firms with an ethnocentric orientation Which of the following are advantages of uniform consumer segments worldwide? a.lower costs b.increased profits c.lower tariffs d.a and b only Uniform consumer segments: a.are emerging worldwide b.do not exist c.are pursued by firms with a regiocentric orientation d.are too small to be profitable The improved telecommunications in Burundi is an example of: a.infrastructure improvements b.economic growth c.experience transfers d.an entry barrier Recently, privatization in countries where government monopolies have dominated for decades has made it possible for multinationals to compete in each of the following industries EXCEPT: a.airlines b.postal services c.railway d.telecommunications Competitors erect entry barriers by: a.blocking channels of distribution b.binding retailers into exclusive agreements c.slashing prices temporarily d.all of the above When doing business in Latin America, a good marketing manager knows that: a.it is crucial to show up early to a business meeting b.you don't have to "read between the lines" in the Latin American culture c.it is important to avoid alcohol and pork consumption d.it is important to interact with your client in a social setting before "getting to business." Which of the following is NOT a driver of international expansion? a.Competition b.Regional economic integration c.Import quotas d.Technology Firms with a polycentric orientation are guided by a: a.domestic market extension concept b.multidomestic market concept c.global marketing concept d.none of the above Nike, on the average, spends close to a year to develop, test, and manufacture new product designs that then last on the shelves in the United States for about: a.3 months b.6 months c.1 year d.over a year At which stage of the product life cycle is a firm most likely to move manufacturing operations and facilities abroad? a.Introduction b.Growth c.Maturity d.It is equally likely among the stages In which type of marketing does a firm have the least commitment to international marketing? a.Domestic marketing b.Export marketing c.International marketing d.Global marketing When Ford stopped making the Escort look different in every market and moved to an identical look for all markets, it moved from a polycentric strategy to this kind of strategy a.ethnocentric orientation b.polycentric orientation c.regiocentric orientation d.geocentric orientation Companies view world regions as distinct markets that share economic, political, and/or cultural traits such that they would be viable candidates for a regionwide marketing approach a.ethnocentric orientation b.polycentric orientation c.regiocentric orientation d.geocentric orientation Which type of marketing best describes a company’s approach to international marketing if the company is present in different countries with sales offices, subsidiaries, or is an active partner in strategic alliances with local companies and that does not coordinate activities across the different countries or regions a.Domestic marketing b.Export marketing c.International marketing d.Global marketing Which of the following approaches to international marketing involvement best describes a company that coordinates activities across different countries or regions? a.Domestic marketing b.Export marketing c.International marketing d.Global marketing A subsidiary of a company from the United States incorporated in any country of the European Union is: a.subject to foreign exchange restrictions b.forced to pay multiple tariffs c.exempt from U.S taxation d.a corporate citizen of the European Union "Individuals' conscious or unconscious reference to their own national culture, to home-country norms, values, as well as to their knowledge and experience, in the process of making decisions in the host country" is the definition of: a.the domestic market extension concept b.a regiocentric orientation c.a universal consumer segment d.the self reference criterion Firms with a geocentric orientation: a.pursue a differentiation strategy b.position themselves as a low-cost manufacturer c.frequently need to engage in "guerilla" marketing d.none of the above An example of psychological obstacle to internationalization is a.fear of the unknown international environment b.limited financing available c.limited technology available d.all of the above An important outcome of the transition of the former Eastern Bloc countries to a market economy is: a.increasing forced domestication policies b.increased product development costs c.decreased foreign direct investment d.deregulation and privatization of former government monopolies High domestic product development costs: a.serve as market entry barriers in international expansion b.encourage international expansion c.rarely affect consumer product manufacturers d.rarely affect industrial producers The product life cycle: a.does not affect ethnocentric firms b.is a driver of international expansion c.is used by governments to erect entry barriers d.is important in domestic marketing but is not relevant to global marketing The cigarette industry is either in the late maturity stage, or in the decline stage in industrialized countries By entering emerging markets where cigarettes are in the growth stage, the industry is a.setting up new market barriers b.prolonging its product life cycle c.targeting consumer product manufacturers d.focusing on the introduction stage of the product life cycle Colgate's development of Axion paste for washing dishes for its Latin American market and its later deployment in some European countries is an example of: a.standardization advantages b.economies of scale c.experience transfers d.self reference criterion Example(s) of obstacles to internationalization can be: a.financial and psychological b.physical and financial c.physical and psychological d.technological Firms where top management adopts a geocentric orientation perceive the world: a.to be similar to the home country b.to have regional segmentation possibilities c.to lack national and regional distinctions d.to have heterogeneous preferences Which of the following is NOT a formal method used by national governments to restrict or impede entrance of international firms in the local market? a.Import quotas b.Import license awards c.Foreign exchange restrictions d.Consumer boycotts Which of the following is a technique used by members of the World Trade Organization to restrict trade to bypass traditional barriers to trade not permitted by the WTO? a.Tariffs b.Delays in granting licenses c.Preferential treatment for local contractors d.Cumbersome procedures for import paper-work processing Which type of marketing involves marketing activities across different countries without focusing primarily on national or regional segmentation? a.Domestic marketing b.Export marketing c.Multinational marketing d.Global marketing The firm is most likely to have an ethnocentric orientation when it engages in a.Export marketing b.International marketing c.Multinational marketing d.Global marketing The EPRG Framework of international orientation stands for: a.economics, psychographics, regulations, & geographics b.enter, produce, react, & group c.ethnicity, polychronic, regulations, & global expansion d.ethnocentric, polycentric, regiocentric, & geocentric The FIRST step to minimizing the impact of the self-reference criterion is: a.training the employee to be sensitive to the local culture b.selecting appropriate personnel for international assignments c.developing a repatriation plan d.limit the expatriate's exposure to own-country nationals The United States provides about of the worldwide products and services a.5% b.15% c.25% d.35% Eli Lilly is a(n): a.ethnocentric firm b.polycentric firm c.polychronic firm d.regiocentric firm When a company believes that domestic strategies, techniques, and personnel are superior to foreign ones it is using a(n): a.ethnocentric orientation b.polycentric orientation c.regiocentric orientation d.geocentric orientation When consumers traveling abroad demand brands that may not be available in the home-country market and retailers convey this information up the distribution chain to wholesalers, they demonstrate: a.push demand b.pull demand c.the benefits of diversification d.improved communication within the supply chain due to advances in technology Firms with a regiocentric orientation are guided by a: a.domestic market extension concept b.multidomestic market concept c.global marketing concept d.none of the above 40 Free Test Bank for Advertising and Integrated Brand Promotion 5th Edition by OGuinn Mutiple Choice Questions Titleist, the manufacturer of golf balls, runs a commercial featuring professional golfer John Daly A group of people watching the commercial at a country club all interpret the commercial in a similar manner When members of an audience share a similar interpretation of an advertisement like this, it is most likely the result of a.the content of the commercial b.the choice of spokesperson c.the similar background and social standing of the audience d.the characteristics of the product being advertised The model of mass-mediated communication presents the processes of message production and message reception as a.most often totally independent of each other b.most often an interaction of the two elements c.either face-to-face or through a medium d.independent of cultural influences Integrated Brand Promotion a.is only important for national advertising campaigns b.pertains only to campaigns involving three or more media options c.uses various promotional tools, including advertising, in a coordinated manner to build and maintain brand preference and loyalty d.Is regulated on a federal level by the Federal Trade Commission (FTC) Lowering the cost of each item produced because of high-volume production brought on by demand stimulation is a.brand loyalty b.inelasticity of demand c.economies of scale d.economies of sales When demand for goods and services is stimulated by advertising, the economic system of the country benefits by a.increased brand loyalty b.an increase in the gross domestic product c.increased inelasticity of demand d.reducing the amount of money needed to compete within a product category The sharing of advertising expenses between national advertisers and local merchants is called advertising a.cooperative b.local c.augmented d.split support Which of the following is an accurate description of advertising? a.Advertising plays a pivotal role in world commerce b.Advertising is a big part of our language and culture c.Advertising reflects the way we think about things and see ourselves d.All of these are accurate descriptions of advertising As president of a successful advertising agency, you have been asked by a potential client to tell her about the roles advertising can play for her business Which one of the following should you not tell the potential client? a.Advertising has the greatest reach and creative power of any available promotional tool b.Advertising can contribute to economies of scale c.Effective advertising can create inelasticity of demand d.Effective advertising can make up for an ineffective marketing mix to generate sales GM is trying to reinvent the Cadillac brand with new car designs and a new brand story They commission an integrated marketing communications campaign using several media A key component of their ads is music by contemporary groups like the Teddy Bears and Melikka GM is considered: a.the client b.the advertising agency c.regulatory agencies that control advertising d.the audience member who receives a message is the process of creating a perceived difference between an organization's brand and the competition's a.Differentiation b.Positioning c.An external position d.An internal position Advertising that is designed to generate demand for a particular company's brand is known as a.corporate advertising b.selective demand stimulation c.direct response advertising d.primary demand stimulation Public service announcements (PSAs) a.are not mass-mediated b.are not paid for c.are not an attempt to persuade d.do not use copy similar to advertising You are product manager for a company that manufactures copy machines for offices Therefore, you will most likely a.ignore not-for-profit businesses b.use consumer advertising to reach as many people as possible 3 c.eliminate government organizations as a potential target market d.use both personal selling and advertising A small private college situated in a rural geographic setting, a research lab at a bio-tech company and an attorney could all be considered: a.too diverse to be audiences for advertising b.not aligned, therefore not efficient c.appropriate audiences for an advertising campaign d.too complex to be reached by pure advertising You have been asked to analyze advertising industry expenditures by target market You want to start with the market that is most often targeted by advertisers You begin by looking at a.household consumers b.government employees c.professionals d.members of trade channels You and your best friend watch the same television commercial together You think that the spokesperson in the ad is quite humorous Your friend thinks that the spokesperson is just plain stupid This is an example of a.the result of differing content upon viewers b.the creation of different meanings based on social and cultural context c.an ad that cannot be effective d.one person not exercising intent of interpretation CampusTown Foods, a local grocery store, has decided to run a series of advertisements For this to be considered an advertising campaign, which one of the following conditions must be met? a.The advertisements must communicate a cohesive and integrated idea or theme b.The advertisements must appear over an extended period of time c.The advertisements must appear in multiple media d.The advertisements must focus on store products rather than store services You have been placed in charge of all the elements of the marketing mix for a regional brewery Which one of the following is not one of your responsibilities? a.The conception of products b.The production of products c.The pricing of products d.The promotion of products Which of the following is NOT an element of the marketing mix? a.Product b.Price c.People d.Distribution When an advertiser seeks to create demand for a product category in general, this is known as a.selective demand stimulation b.primary demand stimulation c.latent demand stimulation d.elastic demand stimulation In targeting professionals (such as doctors, lawyers, and teachers) with advertising, the advertiser must be aware that a.the language and images used in the advertising for this audience often rely on esoteric terminology b.the advertising is best placed in general interest magazines such as Time c.members of this audience have broad, generalized needs d.there are only common circumstances that members of the audience recognize Daffy’s retail chain has stores in New York City, southern New York state and northern New Jersey and advertises only in those locations This is an example of: a.cooperative advertising b.regional advertising c.an advertising campaign d.business-to-business advertising For a communication to be classified as advertising, which of the following essential criteria must be met? a.The communication must be paid for b.The communication must be delivered to the audience by mass media c.The communication must be attempting to persuade d.All of these are true In the model of mass-mediated communication presented in the text, the processes of production and reception are considered partially independent because a.the producers of the message cannot control the reception of content b.the producers of the message cannot control the interpretation of content c.audience members can interpret advertising any way they want d.all of these Market segmentation is a.breaking down a large, heterogeneous market into submarkets that are more homogeneous b.aggregating small, homogeneous submarkets into a large, homogeneous market c.creating a perceived difference in the mind of the consumer between the advertiser's brand and competitors' brands d.identifying a competitive niche the brand will occupy Acme products markets a new line of eco-friendly household cleaning products in Southwest Florida To raise awareness and encourage trial, they buy advertising time on cable TV, place full page ads in women’s magazines, and provide “cents off” coupons via local newspapers Each new communication undergoes a review process to ensure that it displays the new “green” brand logo Acme is doing which of the following: a.Segmenting its target audience b.Commissioning an advertising campaign c.Managing the IBP process d.None of these Attempts to create brand awareness or reinforce the benefits of using a brand is a.corporate advertising b.selective demand stimulation c.delayed response advertising d.primary demand stimulation Honda purchases a 30-second television commercial on ESPN to run in a telecast of an NCAA men's basketball game The commercial touts the reliability of Honda and its new 100,000 mile manufacture warranty This advertising for Honda is all the following except: a.paid for b.mass-mediated c.an attempt to create needs d.a communication A critic of advertising tells you that the costs of advertising are built into the costs for products, which are then passed on to the consumer You have decided to argue the point with him Which argument should you not present? a.This must be balanced against the time it would take a person if he or she had to search for information about products without advertising b.Economies of scale spread fixed costs over a large number of production units c.The increased demand for products that results from advertising can lower the cost of the production of the products d.This is a misconception Often, the costs of advertising are not built into the costs for products Which one of the following communication efforts would be considered advertising? a.A public service announcement urging motorcycle riders to wear helmets b.A musician on a radio talk show plugging his concert tour c.A politician going door-to-door urging people to vote for him d.A television message from the National Milk Council urging everyone to drink milk You have been placed in charge of all advertising for a product that has common appeal in different cultures around the world You will most likely engage in a.global advertising b.international advertising c.national advertising d.regional advertising In the language of advertising, a particular group of consumers singled out for an advertisement is(are) a.household consumers b.a trade channel c.a target audience d.professionals and business organizations A series of coordinated messages and promotional efforts that communicate a cohesive and integrated brand theme is known as a.an advertisement b.an advertising campaign c.integrated brand promotion d.accommodation and negotiation Hallmark runs a commercial saying that people who receive greeting cards appreciate the cards more when they see the Hallmark name on the back This is an example of a.primary demand stimulation b.direct response advertising 3 c.attempting to add symbolic value to a product d.integrated marketing communications Great Outdoors, a manufacturer of camping equipment, sells several lines of tents that are very similar to each other The company does not want one line of its tents to steal market share from another line of its tents To protect against this, it must be concerned with a.creating differences between the lines of tents, based on tangible, real differences b.making sure advertising for one line of tents does not appear in the same medium as advertising for another line c.primary demand stimulation d.effective internal positioning FireFighters is a company that manufactures smoke detectors It runs a newspaper advertisement that reminds people of the need to have a smoke detector on every floor of their house In the advertisement, the company also asks people to think about this the next time they're in the smoke detector section of a hardware store According to the information provided here, this is an example of a.direct response advertising b.private label advertising c.primary demand stimulation d.selective demand stimulation According to the model of mass-mediated communication, which of the following statements is not true? a.Advertising content is the product of interacting institutions b.Advertising content is, in part, a function of the conventions, rules, and regulations of the media being used c.Advertising content is, in part, a function of the advertiser's expectations of its audience d.all of these An incumbent senator appears on television, saying that she should be re-elected because she has brought jobs to the state Obviously, this effort is mass mediated and is an attempt to persuade For it to be considered advertising, which other condition must be met? a.The claim must be regulated by the Federal Communications Commission b.The airtime must be paid for c.It must be a public service announcement d.The other candidates' opinions must be presented When advertising acts to encourage and maintain brand loyalty it supports successful price increases Economists call this: a.inelasticity of demand b.selective demand stimulation c.direct response advertising d.primary demand stimulation In 2000, Volkswagen spent about $551 million per year in advertising Volkswagen sales were around $15.7 billion Volkswagen's advertising spending as a percentage of sales was approximately 3.4 percent General Motors spent about $3.9 billion in advertising over the same period of time GM's sales were around $136 billion GM's advertising spending as a percentage of sales was approximately 2.8 percent According to the book, this information supports the argument that a.it is difficult to identify a predictable relationship between advertising and sales b.the cost of advertising results in higher prices for consumers c.advertising does not stimulate competition d.advertising does not ultimately benefit the economy as a whole  ... which type of marketing does a firm have the least commitment to international marketing? a.Domestic marketing b.Export marketing c .International marketing d.Global marketing When Ford stopped... different countries or regions a.Domestic marketing b.Export marketing c .International marketing d.Global marketing Which of the following approaches to international marketing involvement best describes... marketing b.Export marketing c .International marketing d.Global marketing A subsidiary of a company from the United States incorporated in any country of the European Union is: a.subject to foreign