Global Marketing Management
Chapter Exam Questions
Course Introduction
Global Marketing Management explores the strategies and practices involved in marketing goods and services across international borders. The course examines how global economic, cultural, legal, and technological environments influence marketing decision-making. Students learn to analyze international markets, design global marketing strategies, adapt marketing mixes to diverse cultures, and manage global brands effectively. Through case studies and practical applications, the course prepares students to address challenges such as global competition, market entry modes, pricing, distribution, and communication in the dynamic international marketplace.
Recommended Textbook
International Marketing An Asia Pacific Perspective 7th Edition by Richard Fletcher
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Page 2
Chapter 1: Rationale for International Marketing
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Q1) Advances in communications technology have revolutionised international marketing activities.
A)True
B)False
Answer: True
Q2) Which of the following can be identified directly with international marketing?
A) Firms undertaking business transactions across national boundaries
B) Greater buyer awareness of and demand for new product innovations
C) The need for firms to adjust to macroenvironmental differences
D) All of the above
E) Options A and B only
Answer: D
Q3) A holistic approach to international business requires the marketer to:
A) satisfy the needs of both the individual consumer and the wider society.
B) adopt a strategy that concentrates the firm's efforts in one market at a time.
C) market the product in those countries where there are fewer trade barriers.
D) develop several international markets simultaneously.
E) none of the above options is correct.
Answer: E
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Page 3
Chapter 2: Avoiding the Pitfalls of the International Political and Legal Environment
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Q1) Arbitration is the best approach to resolving contract disputes because it is less likely to close the door on future business relationships between the feuding parties.
A)True
B)False
Answer: False
Q2) Government can play a variety of roles in the activities of business firms. The most extreme example of direct government involvement in a business operation is a:
A) partly privatised government business enterprise.
B) government-subsidised private company.
C) state trading company.
D) deregulated telecommunications industry.
E) national two-airline policy.
Answer: C
Q3) Restrictions on foreign direct investment encourage foreign firms to invest in specific industries.
A)True
B)False
Answer: False
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Chapter 4: Catering for the Social and Cultural
Environment of International Marketing
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Q1) In language, culture determines the meaning attributable to words.
A)True
B)False
Q2) Which of the following is a manifestation of cultural influences at an industry level?
A) Credit policy
B) Legal frameworks
C) Decision-making styles
D) Belief systems
E) Codes of ethics
Q3) Bribery is an example of business customs that are not universal.
A)True
B)False
Q4) In some cultures customs are specific and transparent while in others they are opaque, providing room to manoeuvre and repay favours. Discuss these different approaches in relation to the use of the internet in international business.
Q5) Identify the various levels at which culture operates in a foreign market, and explain how each might impact on the business dealings of a firm wishing to enter an overseas market.
5
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Chapter 5: Technology Change and International Marketing
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Q1) The implementation of the key technologies that are associated with each of the techno-economic models has, traditionally, brought major transformations to industries and markets. The outcome of these transformations has included:
A) effective solutions to limitations of previous models.
B) shifts in urbanisation and population densities.
C) the development of new industries.
D) options A, B and C.
E) options A and B only.
Q2) Firms that are augmenting physical products towards information-based total service offerings may find themselves:
A) operating in a virtual organisation within a new industry.
B) forming strategic alliances with firms that are in completely different industries.
C) automatically dominating their current industry.
D) options A and B only.
E) options B and C only.
Q3) Explain why integration of online and offline communication strategies is critical for international marketers.
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Page 6
Chapter 6: Contemporary Environmental Variables in International Marketing
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Q1) A universalist perspective of ethics in international marketing takes the view that what is ethical is determined by the host culture.
A)True
B)False
Q2) What threats and opportunities does terrorism pose to the development of the global economy?
Q3) Discuss, with examples, how infrastructure endowment and population trends impact on international marketing activities.
Q4) There is a growing imbalance in the age distribution of people living in the developing world compared to the developed world.
A)True
B)False
Q5) There have always been risks when expanding an organisation's international marketing activities. Discuss these risks and how an international marketer can manage and prepare for them.
Q6) What are the factors that have contributed to the growth of, interest in and concern for the environment? How does the importance of the environmental movement vary across different markets and economic systems?
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Chapter 7: Research in International Markets
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Q1) When preparing a research plan for an overseas market, a firm will need to go through a number of essential stages, including:
A) problem definition, research design, secondary research, primary research and reporting of results.
B) problem definition, secondary research, primary research, data analysis and reporting of results.
C) problem definition, primary/secondary research, data collection, hypothesis development and reporting of results.
D) problem definition, research design, data collection, data analysis and reporting of results.
E) problem definition, hypothesis development, research design, data analysis and reporting of results.
Q2) Why is equivalence important in international market research? What steps can international marketers take to maximise construct, measurement and data collection equivalence?
Q3) Internet users are a representative sample of the population at large.
A)True
B)False
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8
Chapter 8: International Market Selection and Entry
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Q1) To determine which remaining international markets are not large enough to justify the marketing effort that will be necessary to gain a satisfactory market share, which of the following are relevant?
A) domestic and other foreign competition
B) market share potential
C) high entry costs
D) insufficient demand
E) all of the above
Q2) List the approaches to international market selection. Describe advantages and disadvantages of each approach.
Q3) In international marketing, the use of countertrade is usually regarded as an example of ________-based market entry:
A) export
B) government
C) franchise
D) relationship
E) network
Q4) List additional factors that need to be weighed when considering decisions requiring foreign direct investment (FDI).
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Chapter 9: International Competitive Strategy
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Q1) The elements of the value chain related to offshoring/outsourcing are confined to manufacturing and the supply of raw materials.
A)True
B)False
Q2) Michael Porter (1980) suggests that the threat of competition can come from any one of five different areas. These include:
A) disposable products, new entrants and the rivalry of competitors.
B) new entrants, existing competitors and information technology.
C) substitute products, new entrants and the rivalry of competitors.
D) new entrants, substitute products and information technology.
E) none of the above.
Q3) When competitors are defined from a market point of view, they are defined in terms of the:
A) location of markets.
B) market segment they are appealing to.
C) customer need they are meeting.
D) industry cluster.
E) none of the above.
Q4) What is the purpose of value chain analysis? List its components.
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Chapter 10: Internationalization, Relationships and Networks
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Q1) International corporate social responsibility is based on the notion that all firms must comply with the environmental laws of their international partner countries.
A)True
B)False
Q2) Explain what is meant by the terms outward, inward and linked modes of market entry. How do these different modes interact in practice?
Q3) Firms often use international corporate social responsibility as a marketing tool to differentiate themselves in the market.
A)True
B)False
Q4) Which of the following is an inward form of entry into international markets?
A)Buying agent
B)Co-operative manufacturing
C)Strategic alliance
D)Export agent
E)Franchisor overseas
Q5) Outline the four key approaches to internationalisation. Give examples of each approach in action.
11
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Chapter 11: Globalization
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Q1) Transnational companies often supply outmoded plant and equipment when they invest internationally.
A)True
B)False
Q2) Globalisation is the process by which firms operate on a global basis, organising their structure, capabilities, resources and people in such a way as to address the world as one market.
A)True
B)False
Q3) What are the key tenets of the philosophy of globalism? How do these concepts translate into practice when it comes to businesses operating on the international stage?
Q4) What are the key micro and macro issues that a firm needs to consider when contemplating a global strategy? Discuss in relation to an Australian aluminium producer.
Q5) Outline the steps that need to be taken in developing a global strategy. Take a product or company of your choice and show how these steps are implemented in practice.
Q6) Discuss the relationship between globalism and glocalisation.
Q7) Discuss the drivers and consequences of market globalisation.
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Chapter 12: Planning for Effective International Marketing
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Q1) The classic strategic planning sequence begins with:
A) mission.
B) strategic analysis.
C) vision.
D) performance monitoring.
E) none of the above.
Q2) Hooley (2008) suggests that firms fail in international markets for which of the following reasons internal to the firm itself?
A) Initiative fatigue
B) Technology
C) Trade-offs
D) Scenario planning
E) Segmentation
Q3) A company's decision and reward systems will significantly affect the implementation of an international marketing plan.
A)True
B)False
Q4) Outline the reasons internal to the firm suggested by Hooley et al. (2008) that can result in failure of marketing plans.
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Chapter 13: Modifying Products for International Markets
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Q1) According to Craig et al. (2000), which three categories of product are there in the internet environment?
A) Technological, physical and service
B) Service, selling and social
C) Core, basic and expected
D) Consumer, industrial and virtual
E) Physical, virtual and transaction-related
Q2) Identify the key elements of a firm's value chain, and explain why a strong value chain might be important to an international trading firm.
Q3) Discuss how a firm might leverage it capabilities in an international market.
Q4) Multinational products are products that have potential to be extended from the domestic market to a number of international markets.
A)True
B)False
Q5) In the reversal stage of the international product life cycle, growing demand in advanced nations provides the stimulus for firms to start local production of the imported product.
A)True
B)False
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Chapter 14: International Pricing for Profit
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Q1) When setting prices for international markets it is necessary to take into account:
A) substitute products.
B) competitor prices.
C) availability of products.
D) all of the above.
E) options A and C only.
Q2) When considering a global pricing strategy, which one of the following is NOT a consideration for devising the firm's strategy?
A) transfer pricing
B) standard world prices
C) market-differentiated prices
D) modified pricing policy
E) none of the above
Q3) In deciding which method of payment to accept, the exporter should consider:
A) the creditworthiness of the importer.
B) the credit terms offered by competitors.
C) the previous track record of the importer in meeting payment obligations.
D) all of the above.
E) options A and B only.
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Page 15
Chapter 15: Promotion in International Marketing
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Q1) In your opinion, what influence does country of origin have when consumers are making a decision on purchasing products with which they are not familiar? Give examples to illustrate your answer.
Q2) Designing a media plan involves selecting particular themes for the promotion, or stressing a unique selling proposition.
A)True
B)False
Q3) Country of origin can provide consumers with a tangible cue for evaluating a product. Discuss the country of origin stereotypes and their effects on potential customers, providing examples to support your views.
Q4) 'With globalisation, consumer needs are becoming universal. This enables the international marketer to duplicate their domestic promotion strategy globally'. Discuss what this statement means and whether you agree with it or not. Justify your stance on this issue.
Q5) In international promotion, trade shows are more important for business or industrial products than they are for consumer products.
A)True
B)False
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Chapter 16: Effective International Distribution
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Q1) Acquiring an existing operation, building or plant in an overseas location is referred to as:
A)Assembly
B)Strategic alliance
C)Contract manufacture
D)Joint venture
E)Acquisition
Q2) The level of customer service provided to customers in overseas markets tends to be lower than in the domestic market.
A)True
B)False
Q3) Joint ventures are the most common form of overseas manufacture undertaken by Australian firms.
A)True
B)False
Q4) What decisions need to be made in advance for designing international distribution channels and how might international marketing environmental elements influence these decisions?
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Page 17
Chapter 17: Marketing Services and Projects Overseas
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Q1) Discuss the intrinsic and extrinsic factors that a firm faces at the different stages of screening when bidding for an international project.
Q2) Which of the following could be identified as a reason for the recent increase in the growth of services business in the developed nations?
A)Greater affluence and increased leisure time
B)Greater life expectancy
C)Fewer women in the workforce
D)All of the above
E)Options A and B only
Q3) Which industry currently represents Australia's largest services export?
A)Health services
B)Retailing
C)Professional services
D)Education
E)Tourism
Q4) Discuss ways to overcome the cultural sensitivity issues that are associated with the marketing of services in an overseas market. Use a specific services category in a particular country to illustrate your answer.
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Chapter 18: International Marketing in the Decade Ahead
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Q1) Sources of market growth in the coming decade is expected to come from the BRICS group. Which countries are the members of this group?
A) Britain, Russia, Ireland, Canada and Spain
B) Brazil, Romania, Indonesia, Chile and South Korea
C) Bolivia, Rwanda, Iran, Czech Republic and Slovakia
D) Brazil, Russia, India, China and South Africa
E) Belarus, Russia, Iran, China and South Korea
Q2) Promotion activities and branding are important influencers of purchase, although their role is becoming less important in BOP markets.
A)True
B)False
Q3) The availability of new or alternative products is not important to consumers in BOP markets.
A)True
B)False
Q4) Price is the most important consideration for consumers in BOP markets.
A)True
B)False
Q5) What the characteristics of the BOP market?
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