Global Branding
Textbook Exam Questions
Course Introduction
Global Branding explores the strategies, challenges, and opportunities associated with building and managing brands in an international context. The course examines the critical factors that influence global brand success, including cultural differences, market entry strategies, competitive environments, and digital media. Students will analyze real-world case studies, learn to develop unified brand messages across diverse markets, and understand the importance of adapting branding efforts to local needs while maintaining a consistent global identity. By the end of the course, students will gain practical insights into navigating the complexities of global brand management and positioning for sustainable growth.
Recommended Textbook
International Marketing 8th Edition by
Michael R. Czinkota
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18 Chapters
1062 Verified Questions
1062 Flashcards
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Chapter 1: The International Marketing Environment
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Q1) Which of the following statements is not true when describing the role of and the effect of international marketing on companies?
A) International markets can become a source of growth.
B) International markets can become a source of profit.
C) International markets can produce a quality of life that would not have existed.
D) International markets can simplify the process and eliminate complex business decisions.
Answer: D
Q2) Which country has had the most dramatic growth in exportation of merchandise and commercial services, between the periods 1990-2004?
A) Japan
B) Kenya
C) United States
D) China
Answer: D
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Chapter 2: Trade Institutions and Trade Policy
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Sample Questions
Q1) What is the core mission of the WTO?
A) To enforce trade tariffs
B) To keep salt prices at a stable price
C) To facilitate international trade and investment
D) To broker agricultural products between companies
Answer: C
Q2) In light of persistent trade deficits, growing foreign direct investment, and the tendency of some firms and industries to seek legislative redress for marketing failures, the U.S. Congress in the past two decades has:
A) left trade decisions in the hand of the WTO.
B) organized a ban of imported products which compete with long-standing companies.
C) given more power to the President to improve trade opportunities.
D) declared "war" on countries that do not invest directly in our country.
Answer: C
Q3) The Smoot-Hawley Act of the 1930s set the stage for the collapse of the world financial system.
A)True
B)False
Answer: True
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Page 4
Chapter 3: The Cultural Environment
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Q1) Focus groups are segments of management who gather to write opinions based on their perception of the market and stem from the "jury of executive opinion" research which was conducted in the 1950s.
A)True
B)False
Answer: False
Q2) Which of the following is the term used to describe the belief that one's own culture is superior to others?
A) Unilateral fundamentalism
B) Ethnocentrism
C) Passive transcendence
D) Projected culturalism
Answer: B
Q3) Which of the following is not considered a cultural universal?
A) Sleep
B) Courtship
C) Mealtime
D) Etiquette
Answer: A
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Page 5
Chapter 4: The Economic Environment
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Q1) What basic networks of transportation are essential for physical distribution?
A) Internet, fiber optics, and satellite
B) Roadways, bridges, and traffic control
C) Land, rail, waterway, and air
D) Tokens, tickets, and passes
Q2) The ratification of EFTA created the world's largest free market with 390 million consumers.
A)True
B)False
Q3) With its diamond mines and rich natural resources, Africa remains the richest continent on earth.
A)True
B)False
Q4) The term used to describe how many units of currency are needed in one country to buy the amount of goods and services that the same unit of currency will buy in another country is called:
A) currency.
B) the exchange rate.
C) purchasing power parities.
D) value added.
Page 6
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Chapter 5: The Political and Legal Environment
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Q1) Theocracy is a form of government in which the theory of economic warfare takes precedence over nationalism.
A)True
B)False
Q2) Over-investing is characterized by international marketers:
A) fueling economic systems by producing free labor pools.
B) buying more land, space, and equipment than is needed.
C) using existing buildings and technology to open the new market.
D) seeking foreign investment in stock portfolios.
Q3) As required by government mandate, anyone wishing to export a product from the United States needs:
A) investment capital.
B) a board of directors.
C) a marketing plan.
D) an export license.
Q4) Sanctions can be viewed as a middle ground between going to war and doing nothing.
A)True
B)False
Q5) List and briefly describe the 3 different types of political risk.
Page 7
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Chapter 6: Strategic Planning
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Sample Questions
Q1) The media revolution is creating a common fabric of attitudes and tastes among teenagers
A)True
B)False
Q2) Which of the following strategies is not one of the three that the marketing manager has at his/her disposal for competitive strategizing?
A) Target positioning
B) Cost leadership
C) Differentiation
D) Focus
Q3) NIH is an acronym for Not-Invented-Here syndrome.
A)True
B)False
Q4) Why is standardization not the answer for companies wishing to go global?
Q5) What are the two portfolio models which have been proposed as tools for analysis?
A) Scrutiny and comprehensiveness
B) Speech valuation and written communication
C) Internal strength and external attractiveness
D) Competitive brevity and filtration
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Chapter 7: Marketing Organization, Implementation, and Control
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Q1) Which approach follows the marketing concept most closely because individual areas and markets are given concentrated attention?
A) The area structure
B) Geographic segmentation
C) The product structure
D) The process structure
Q2) What is a black hole?
A) A body in the universe which is absent gravity
B) A meaningful array
C) A situation in international marketing when the market has been incorrectly read
D) A situational reality
Q3) As companies evolve from purely domestic entities to multinational entities, their organizational structure and control systems must change to reflect new strategies.
A)True
B)False
Q4) Intranets sell products internationally through credit card transactions.
A)True
B)False
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Chapter 8: Research
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Sample Questions
Q1) When collecting MICRO secondary data information, this usually involves gathering:
A) tariff and non-tariff information.
B) government trade policy information.
C) information obtained from the WTO.
D) information regarding local laws, regulations, standards, specifications, and distribution systems.
Q2) Where is the majority of global marketing research conducted?
A) Overseas
B) In the developing countries
C) Africa
D) In the industrialized nations of the world
Q3) The researcher must go beyond the scope of the data and, use creative influences to arrive at knowledge useful to the firm.
A)True
B)False
Q4) The ideal size of a focus group is seven to ten participants.
A)True
B)False
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Page 10
Chapter 9: Market Entry and Expansion
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Q1) Through their investment, multinational corporations bring economic vitality and jobs to their host countries and often pay higher wages than the average domestically-oriented firms.
A)True
B)False
Q2) List and describe the key corporate export stages.
Q3) The practice of franchising originated in Bavaria.
A)True
B)False
Q4) Portfolio investment is a primary concern to the international financial community.
A)True
B)False
Q5) What effect do multinational corporations have on economic vitality and jobs in host countries?
A) Their presence results in flat consortium expansion.
B) They encourage previously uncharted marketing experience.
C) They can offer higher wages than the average domestically-oriented firm.
D) They average a low return on local investment.
Q6) Describe three types of ownership in foreign direct investing.
Page 11
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Chapter 10: Product Adaptation
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Q1) As a country's economy advances, what happens to buyers?
A) They are in a better position to buy and to demand more sophisticated products.
B) Their income decreases because of the glut of products on the market.
C) They become suspicious of a growing economy.
D) They disappear because culture forbids extra purchases.
Q2) What is a Maharaja Mac?
A) A dance created by the group Date 5.
B) A taxi that increases speed through pedaling.
C) An Indian trade barrier.
D) A "Big Mac" made with mutton in India.
Q3) The cost of compliance with government regulations is:
A) low.
B) proportional to the amount of weight and taxes.
C) high.
D) seasonal.
Q4) Cultural grounding is based not only on cultural grounding, but also the nature of the product.
A)True
B)False
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Chapter 11: Export Pricing
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Q1) An option gives the holder the right to buy or sell foreign currency at a pre-specified price on our up to a pre-specified date.
A)True
B)False
Q2) Which one of the following is not a description of a letter of credit?
A) Irrevocable versus revocable.
B) Instant versus prolonged.
C) Confirmed versus unconfirmed.
D) Revolving versus non-revolving.
Q3) What are the two forms of risk external to the process which might affect an export transaction?
A) Inward and Outbound
B) Pre and Post selling
C) Commercial and Political
D) Contact and Expatriate
Q4) Price is the only element of the marketing mix that is revenue generating.
A)True
B)False
Q5) Why has Price become such a dynamic element of the marketing mix?
Q6) What is a skimming price strategy?
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Chapter 12: Marketing Communications
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Q1) When the exporter uses indirect exports to reach international markets, the export process is:
A) internalized.
B) externalized.
C) modified rebuy.
D) just in time.
Q2) Interference in the message transmission including environmental sounds, lack of receiver focus and other aural pollution is known as contrafusion.
A)True
B)False
Q3) The elements of the promotional mix are media, methods, mechanicals and motivation.
A)True
B)False
Q4) The human voice is not considered a message channel.
A)True
B)False
Q5) How should one use communication to be effective, maximize their outcome, and be successful overall?
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Chapter 13: Distribution Management
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Q1) The looser the relationship is between the marketer and intermediaries, the less control the marketer can exert. Therefore, the longer the channel:
A) the quicker products are taken to market.
B) the more chance of the relationship becoming tighter.
C) the more difficult for the marketer to have a final say in pricing and promotions.
D) the essentials of staffing pre-screening are required.
Q2) Costs is the expenditure that is closely related to the capital dimension and is included at the beginning of establishing the channel.
A)True
B)False
Q3) In managing channel relationships, which of the following is not indicated as a complicating factor that may separate the two parties?
A) Ownership
B) Subletting
C) Geographic Distance
D) Different rules of law
Q4) Why is privacy such an issue in e-business?
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15
Chapter 14: Global Product Management and Branding
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Q1) ____________ regulations in every market have an impact on the products a company markets.
A) Government
B) Competitor
C) Management
D) Customer
Q2) Research and development centers are highly desirable investments by host governments.
A)True
B)False
Q3) Which of the following is not a benefit that a brand provides for a consumer?
A) Reduced risk of complicated buying decisions
B) Emotional benefits
C) A sense of community
D) Lackluster support and product switching
Q4) Members of the marketing team, engineering department, and finance operations team do not need to be involved in the product development process
A)True
B)False
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Chapter 15: Global Services
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Q1) The rapid rise in international services marketing is the result of major shifts in the business environment and innovations in technology.
A)True
B)False
Q2) When governments create trade obstacles, these obstacles are known as barriers to entry.
A)True
B)False
Q3) Services are usually tangible.
A)True
B)False
Q4) What percentage of revenue does the service sector bring to the United States' GDP?
A) 10%
B) 25%
C) 80%
D) 100%
Q5) Purchasing a car is buying a good; leasing a car is buying a service.
A)True
B)False
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Chapter 16: Global Logistics and Materials Management
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Q1) Reliability is related to the vagaries of nature, which can impose delays on transportation services.
A)True
B)False
Q2) A document required by certain countries to ensure correct tariffs are paid is called:
A) a certificate of origin.
B) tariff paperwork.
C) the sunshine law.
D) a clarification memo.
Q3) The systems concept is one of three major logistics concepts used by international management and is based on the notion that materials-flow activities within and outside the firm are so extensive and complex that they can be considered only in the context of their interaction.
A)True
B)False
Q4) Density is the amount of saturation the shipping channel has at any given time.
A)True
B)False
Q5) Why is international logistics management growing in importance?
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Chapter 17: Global Pricing
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Sample Questions
Q1) On what can transfer prices be based?
A) Costs and market prices
B) Internet inquiries
C) Predisposed calculations
D) Predicable trends
Q2) Which of the following is a form of countertrade in which industrial compensation is mandated by governments when purchasing defense-related goods and services in order to counterbalance the effect of the purchase on the balance of payment?
A) Open account
B) Risk factor
C) Procurement
D) Offset
Q3) If a company's objective is to undersell a major competitor, what will the characteristics of their products' prices be?
A) They will stay the same.
B) They will be high.
C) They will be outdated.
D) They will change frequently.
Q4) What is a countertrade transaction?
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Chapter 18: Global Promotional Strategies
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Q1) Which of the following is not a budgeting method for an international promotional program?
A) Objective and task
B) Percentage of sales
C) Executive judgment
D) Pre-planned experimental approach
Q2) Marketing that links a company or brand with a cause, such as environmental protection or children's health, is something that only U.S. domestic firms can do.
A)True
B)False
Q3) Why do international marketers use advertising agencies?
Q4) Online bulletin boards, blogs, podcasts, and websites are examples of what new form of communication?
A) GGM
B) CGM
C) LGM
D) RGM
Q5) What is ambush marketing? Give an example.
Q6) What is public relations?
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