Global Marketing Management
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Course Introduction
Global Marketing Management explores the strategies and techniques used by organizations to market products and services across international borders. The course examines the complexities of operating in diverse cultural, economic, and legal environments, and addresses topics such as global market research, entry strategies, product adaptation, pricing, distribution, and promotional tactics. Students will analyze case studies to understand effective global marketing practices and gain insights into the challenges of managing marketing operations in a rapidly changing and interconnected world. Through this course, students develop the skills necessary to devise and implement marketing strategies that achieve competitive advantage in the global marketplace.
Recommended Textbook
International Marketing 8th Edition by
Michael R. Czinkota
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Page 2
Chapter 1: The International Marketing Environment
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Sample Questions
Q1) Trade-based progress toward global wealth must include all of the following except:
A) substantial tariff reductions.
B) extensive health-care and environmental aid.
C) substantial quota increases.
D) massive debt write-offs.
Answer: C
Q2) What are the four natural features that affect geology?
A) Geological characteristics, terrain, hydrology, and climate
B) Time, place, environment, and money
C) Posture, texture, rotogravure, and agriculture
D) Prehistoric, historic, post-genealogical, and genealogical
Answer: A
Q3) Today, the United States' two-way trade with Europe reflects over two hundred years of history as trading partners and still represents the number one trading alliance the U.S. has with any region.
A)True
B)False
Answer: False
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3
Chapter 2: Trade Institutions and Trade Policy
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Q1) ____________ is considered "special" because of its affect on currency values, the fiscal and monetary policies of governments, the shaping of public perception on competitiveness, and the level of imports a country can afford?
A) Political upheaval
B) Regime change
C) Exportation of goods and services
D) The legalization of previously banned products
Answer: C
Q2) Because the United States economy was nearly decimated by the effects of World War II, the U.S. has not been able to emerge as an economic power in the world since that time.
A)True
B)False
Answer: False
Q3) Bilateral negotiations are carried out mainly between two nations, while multilateral negotiations are carried out among a number of nations.
A)True
B)False
Answer: True
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Page 4
Chapter 3: The Cultural Environment
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Q1) Elaborate on the following statement: The most complicated problems in dealing with cultural environment stem from the fact that we cannot learn culture, we have to live it.
Answer: Culture is inherently conservative, resisting change and fostering continuity. Every person is encultured into a particular culture, learning the "right way" of doing things. Problems may arise when a person who is encultured in one culture has to adjust to another one. The process of acculturation - adjusting and adapting to a specific culture other than one's own - is one of the keys to success in international operations. In the past, marketing managers who did not want to worry about the culture challenge could simply decide not to do so and concentrate on domestic mares. In today's business environment, a company has no choice but to face international competition. To do this, a certain amount of training, understanding, indoctrination and empathy must be part of the company culture as it adjusts to the global culture.
Q2) The ideal number of participants in a focus group is:
A) 8-12.
B) exactly 100.
C) one user of each of the brands in the family.
D) 4, representing children, teenagers, adults, and seniors.
Answer: A
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Page 5
Chapter 4: The Economic Environment
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Q1) In what country or are is the greatest population explosion predicted to occur within the next 25 years?
A) Georgia
B) Developing countries
C) Australia
D) United States
Q2) Two major governmental problems that international marketers must be aware of when considering foreign markets are the:
A) specified ages of adulthood and marriage.
B) inflation and debt problems of the country.
C) language barriers and taxation laws of the country..
D) laws surrounding volunteerism in the country and traffic patterns of the major industrial cities.
Q3) Which of the following is best described as a "dynamic marketplace in which all restrictions and barriers among member countries are removed"?
A) Autocracy
B) Bilateral infrastructure
C) Free trade area
D) California
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Page 6
Chapter 5: The Political and Legal Environment
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Q1) Coups have occurred in all of the following countries except:
A) Australia.
B) Ghana.
C) Ethiopia.
D) Venezuela.
Q2) When firms refuse to do business with someone, often for political reasons, this is called:
A) image tarnishing.
B) speculation.
C) boycotting.
D) substantiation.
Q3) Home countries may implement special laws and regulations to ensure that the international business behavior of their firms is conducted within the:
A) legal, moral, and ethical boundaries considered appropriate.
B) city, county, and state boundaries as defined by local governments.
C) social and cultural boundaries of the local government.
D) safety of the state laws.
Q4) What is the best course of action for a manager when conducting business in a foreign market environment?
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Chapter 6: Strategic Planning
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Q1) Globalization strives to reduce costs by pooling production or other activities or exploiting factor costs or capabilities within a system.
A)True
B)False
Q2) In highly contested consumer goods sectors, launching a new brand may cost as much as $100 million.
A)True
B)False
Q3) A focus strategy is defined by its emphasis on a single industry within which the orientation may be toward either low cost or differentiation.
A)True
B)False
Q4) ____________ takes advantage of the marketer's real or perceived uniqueness on elements such as design or after-sales services.
A) Posterization
B) Flamboyance
C) Situational comedy
D) Differentiation
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Page 8
Chapter 7: Marketing Organization, Implementation, and Control
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Q1) When a firm maintains tight controls and strategic decision making is concentrated at headquarters, this is called:
A) control central.
B) headquarters control.
C) centralization.
D) decentralization.
Q2) In __________ control, there is a limited and explicit set of regulations and rules that outlines desired levels of performance.
A) bureaucratic
B) inter-franchise agreement
C) Board of Director
D) round robin
Q3) The basic configurations of international organizations correspond to those of purely domestic ones; the greater the degree of internationalization, the less complex the structures become.
A)True
B)False
Q4) What are the differences between a decentralized and a centralized organization?
Q5) What is a "best practice"?
Page 9
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Chapter 8: Research
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Q1) Which of the following does not affect primary research?
A) Environment
B) Attitudes
C) Market conditions
D) The Congressional Quarterly
Q2) Which of the following is not considered an example of the new parameters a marketer might encounter in crossing national borders that would be different than domestic marketing?
A) Time zones
B) Modes of transportation
C) Port facilities
D) Foreign currencies and values
Q3) The U.S. Department of State supplies the only credible source of secondary data for companies wishing to do business abroad.
A)True
B)False
Q4) How would a company decide to use secondary versus primary research in an international arena?
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Page 10
Chapter 9: Market Entry and Expansion
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Q1) Describe three types of ownership in foreign direct investing.
Q2) Firms that are far away from customers and ports tend to be more active in exporting.
A)True
B)False
Q3) One of the most important factors in creating change in an organization is:
A) competitive threats.
B) preliminary development.
C) acoustic remnants.
D) enlightened management.
Q4) As a result of overproduction, companies historically would move inventories to foreign markets during periods of domestic downturn. This practice was beneficial because of the lag time between domestic and foreign markets. What was this practice called?
A) Sky rocketing
B) Pitching
C) Dumping
D) Safety-valve activity
Q5) What is the difference between proactive and reactive motivators that spur a company to go international?
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Chapter 10: Product Adaptation
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Q1) In order to make Boeing 737 the best-selling jet in history, Boeing engineers redesigned the lavatories so that people in countries with shorter people could see the mirrors.
A)True
B)False
Q2) Which of the following best describes the product or service a company offers for sale?
A) A pertinent formation of space and time.
B) A complex combination of tangible and intangible elements.
C) Engineering made humanized.
D) Pursuit of quantum theoretic.
Q3) Non-tariff barriers include tariffs.
A)True
B)False
Q4) Which of the following is not one of the three facts a company should consider when marketing a product abroad?
A) The markets
B) The domestic policy
C) The product and its characteristics
D) The company characteristics
Page 12
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Chapter 11: Export Pricing
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Q1) Which of the following is a draft most like?
A) A money order.
B) A line of credit.
C) An established credit application.
D) A personal check.
Q2) Why has Price become such a dynamic element of the marketing mix?
Q3) Which of the following is not a factor to be considered in determining price of an exported product?
A) The importance of price in consumer decision making.
B) The brand or brand family being considered.
C) The strength of perceived price-quality relationships.
D) Potential reactions to marketing mix manipulation by marketers.
Q4) Forfaiting provides the exporter with cash at the time of the shipment.
A)True
B)False
Q5) Incoterms are the terms agreed upon by nation states that allow for incorporation of companies as recognized globally.
A)True
B)False
Q6) What is the process of setting an export price?
Page 13
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Chapter 12: Marketing Communications
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Q1) Identify one of the following groups that are not part of the "How to Negotiate in Other Countries" section of the text.
A) Team assistance, traditions/customs and language capability.
B) Diet recognition, political hierarchy and gift-giving.
C) Authority limits, patience and ethics.
D) Silence, persistence and holistic views.
Q2) When the United States sponsors a specialized event in order to expand the sale of goods and services and to promote establishment of agencies and representation abroad, this act is called:
A) a focus group.
B) trade missions.
C) retail organization.
D) fitness franchise.
Q3) When someone responds to a message through any one of a variety of means, this is termed feedback.
A)True
B)False
Q4) 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) Communication is an important consideration in channel design.
A)True
B)False
Q2) The demographic and psychographic characteristics of targeted customers will form the basis for channel design decisions.
A)True
B)False
Q3) Intermediaries usually have no significant impact on the marketing of a firm's products.
A)True
B)False
Q4) The expenditure incurred in maintaining a channel once it is established is referred to as:
A) price streaming.
B) cost.
C) hand tooling.
D) capital.
Q5) An intermediary is a person assigned in a company to track shipping of products.
A)True
B)False
Page 15
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Chapter 14: Global Product Management and Branding
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Q1) Which of the following entities has led to the significant increase in private brand goods?
A) Weak subsidiaries
B) Strong intermediaries
C) Franchised companies
D) Plastic credit cards
Q2) Which of the following is not a reason for international product failure?
A) Customer filtration
B) Lack of product distinctiveness
C) Unexpected technical problems
D) Mismatches between functions
Q3) Which of the following is not one of the managing unit's responsibilities in a global marketing organization's product development process?
A) Single-point worldwide technical development and design
B) Other activities to plan, develop, originate, introduce, and support the product
C) Integration and coordination of all global program activities
D) Localization of the product to incorporate the product goals
Q4) How is branding affected in the worldwide global marketing effort?
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Chapter 15: Global Services
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Q1) Services produce over 60 percent of the GDP throughout the world.
A)True
B)False
Q2) When the details of the services are clear, comparable, and available to all interested parties this is known as market transparency.
A)True
B)False
Q3) Maintaining constant service capacity at levels necessary to satisfy peak demand is inexpensive.
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) Explain how the role of international services in the world economy has increased in the past decade.
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Chapter 16: Global Logistics and Materials Management
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Q1) Which of the following is not one of the major efforts airlines have made to increase the volume of air freight?
A) Developed better and more efficient ground facilities
B) Introduced airfreight containers
C) Liquidated ground freight services
D) Marketed a wide variety of special services
Q2) Liner service is sending telephone or fax notice of shipments of products coming within 24 hours.
A)True
B)False
Q3) One of the three major concepts of the logistics of international management, _______ concept is based on the notion that materials-flow activities within and outside of the firm are so extensive and complex that they can be considered only in the context of their interaction.
A) aggregation
B) ego and the id
C) overland
D) systems
Q4) How can inventory be used as a strategic tool?
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Chapter 17: Global Pricing
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Q1) Which of the following is not a characteristic of a situation in which uncontrolled prices exist?
A) Sales are only between parties with minimal relations.
B) Sales are made by members of the multinational corporation to unrelated parties.
C) Purchases are made by members of the multinational corporation from unrelated parties.
D) Sales are made between two unrelated parties, neither of which is a member of the multinational corporation.
Q2) Since 1991, the Internal Revenue Service has been signing agreements with multinational corporations to stem the tide of unpaid U.S. income taxes. What are these advance pricing agreements called?
A) Advance Pricing Agreements
B) IRS prestart agreements
C) Taxation in the first degree
D) Section orientation
Q3) What are the three philosophies of transfer pricing?
Q4) What is one thing that the price element of the marketing mix creates that the other three elements do not?
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Chapter 18: Global Promotional Strategies
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Q1) The unauthorized use of an event without the permission of the event owner is called ambush marketing.
A)True
B)False
Q2) A major objective of media strategy, on an international basis in a global market, is to reach the intended target audience with maximum efficiency and reach.
A)True
B)False
Q3) When there is a unique market condition in a local market, what are international marketers apt to do?
A) Not market in that region
B) Use the national branded strategy
C) Localize the marketing campaign
D) Pause the marketing campaign until a new regime is in place
Q4) The promotional budget links established marketing objectives with media, message, and control decisions.
A)True
B)False
Q5) What is ambush marketing? Give an example.
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