Global Marketing Strategy Practice Questions
Course Introduction
Global Marketing Strategy explores the principles and practices involved in marketing goods and services on an international scale. The course covers market analysis, competitive positioning, and entry strategies for global markets, while examining the influence of cultural, economic, legal, and political factors on marketing decisions. Students learn to develop and adapt marketing plans for diverse markets, plan international product launches, price for global markets, coordinate global promotion and distribution tactics, and address challenges such as standardization versus localization. Ethical considerations and the impact of technology on global marketing are also discussed, equipping students with the skills needed to create and execute effective international marketing strategies.
Recommended Textbook
Strategic Marketing 10th Edition by David Cravens
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Page 2
Chapter 1: New Challenges for Market Driven Strategy
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Sample Questions
Q1) Corporate objectives are concerned with resolving questions about the business the firm should be in,where it should focus,and its enduring strategic purpose.
A)True
B)False
Answer: False
Q2) In a corporate strategy,_____ indicate(s) the dimensions of performance upon which to focus and the levels of achievement required.
A) corporate objectives
B) synergies
C) vision
D) scope
Answer: A
Q3) The organizational process view of distinctive capabilities requires shifting away from the traditional specialization of business functions toward a cross-functional process perspective.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Markets and Competitive Space
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Sample Questions
Q1) Discuss the differences between a generic product-market and a product-type product-market.
Answer: The generic product-market includes a broad group of products that satisfy a general,yet similar,need.The starting point in determining product-market boundaries is to identify the particular need or want that a group of products satisfies.Since people with a similar need may not satisfy the need in the same manner,generic product-markets are often heterogeneous,containing different end-user groups and several types of related products.
The product-type product-market includes all brands of a particular product type.The product type is a product category or product classification that offers a specific set of benefits intended to satisfy a customer's need or want in a specific way.Differences in the products within a product-type product-market may exist,creating product-variants.
Q2) The value chain analysis considers the vertical network of firms involved in production.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Strategic Market Segmentation
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Sample Questions
Q1) The term "market niche" refers to the largest segment of buyers in a specific market.
A)True
B)False
Answer: False
Q2) Market concentration determines the extent to which the supplier must tailor the product to each organizational buyer.
A)True
B)False
Answer: False
Q3) _____segmentation links to the management vision and crucial intent of corporate action plan,and emphasizes product benefits that different types of buyers seek.
A) Managerial
B) Strategic
C) Operational
D) Advertising-oriented
Answer: B
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Chapter 4: Strategic Customer Management: Systems, ethics,
and Social
Responsibility
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Sample Questions
Q1) What are the different CRM levels?
Q2) The _____ perspective of CRM considers the processes that are needed to fulfill required marketing activities.
A) functional
B) field
C) company-wide
D) customer-facing
Q3) The _____ level of CRM considers the implications of knowledge about customers and their preferences across the entire organization.
A) field
B) customer-facing
C) company-wide
D) functional
Q4) If a firm is essentially defensive in its stance on social responsiveness,then its primary concerns will be the protection of relationships.
A)True
B)False
Q5) How does CRM help gain a competitive advantage through a customer-responsive strategy?
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Chapter 5: Capabilities for Learning About Customers and Markets
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Sample Questions
Q1) Knowledge intensity identifies both market risk and new opportunities for growth.
A)True
B)False
Q2) Strategic _____ refers to a firm's capability to consistently identify and seize opportunities more quickly and effectively than rivals.
A) alliance
B) agility
C) stock
D) equity
Q3) Which of the following organizational scanning initiatives would require the use of external consultants for fresh perspectives on the business to be incorporated in strategic decision making?
A) Using existing functional groups
B) Outsourcing
C) Creating ad hoc issue groups
D) Establishing a high-level lookout team
Q4) What is the role of management information systems (MISs) in data collection?
Q5) List the market-sensing processes used by market-driven companies.
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Chapter 6: Market Targeting and Strategic Positioning
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Sample Questions
Q1) Briefly explain the four life cycle stages of the product-market environment.
Q2) Which of the following is a characteristic of emerging markets?
A) Sales are highest in this stage of the product life cycle.
B) Factors that drive market growth are clearly defined at this stage.
C) Market segments are most defined at this stage.
D) Profits are not obtained at this stage of the product life cycle.
Q3) Product specialization involves offering buyers a product differentiated from competitors' products.
A)True
B)False
Q4) Bruckners and Co.is a fine writing instruments company that manufactures different products like pencils,pens,oil pastels,and other writing accessories.A recent study conducted by Bruckners on their product positioning revealed that most customers were only aware of Bruckners' Artisan line of pencils,which were particularly marketed for sketch artists.Which of the following positioning errors is affecting the Artisan brand?
A) Overpositioning
B) Underpositioning
C) Confused positioning
D) Doubtful positioning
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Chapter 7: Strategic Relationships
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Sample Questions
Q1) Which of the following is true of strategic alliances?
A) It is a type of acquisition by one firm of another.
B) It does not involve joint purchasing of stocks of another company.
C) It is not a merger between two independent firms.
D) It does not involve the sharing of existing distribution channels between the firms.
Q2) Companies may miss opportunities to reduce costs and generate additional income by:
A) assessing the venture's strategic fit for continuing the alliance.
B) generating extensive restructuring options.
C) assigning accountability for making changes.
D) failing to launch a process.
Q3) Alliances can seek official _____ from bodies like the US Justice Department stating the authority does not intent to challenge the activities of the alliance.
A) patents
B) copyrights
C) laurels
D) comfort letters
Q4) What are the advantages and disadvantages of outsourcing firm activities?
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Chapter 8: Innovation and New Product Strategy
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Sample Questions
Q1) _____ is the combination of benefits provided by a product minus all of the costs incurred by the buyer.
A) Product use experience
B) Customer satisfaction
C) Customer value
D) Leveraging cost
Q2) New products that provide improved performance or greater perceived value (or lower cost) are called _____ innovations.
A) transformational
B) substantial
C) nondescript
D)incremental
Q3) Customer _____ indicates how well the product use experience compares to the value expected by the buyer.
A) value
B) satisfaction
C) need
D) segmentation
Q4) Describe how focus groups help generate new-product ideas.
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Chapter 9: Strategic Brand Management
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Sample Questions
Q1) A name,term,design,symbol,or any other feature that identifies one seller's good or service as distinct from those of other sellers is known as a(n) _____.
A) product
B) merchandise
C) brand
D) advertisement
Q2) Which of the following about brands is true?
A) Brands facilitate promotional effectiveness for sellers.
B) Brands help reduce prices for buyers.
C) Brands minimize market segmentation to cater to a larger target.
D) Brands enhance buyers' perceived risks.
Q3) _____ involves extending the core brand identity to a new addition to the product line,or to a new product category.
A) Strategic brand analysis
B) Managing the brand portfolio
C) Leveraging the brand
D) Brand equity management
Q4) What functions do brands serve for sellers?
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11
Chapter 10: Value Chain Strategy
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Sample Questions
Q1) The process of replacing distributors with direct manufacturer-owned channels is referred to as _____.
A) e-procurement
B) channel invasion
C) channel audit
D) disintermediation
Q2) A conventional distribution channel offers little opportunity for control by a member firm,yet there is a lot of flexibility in entering and exiting from the channel.
A)True
B)False
Q3) _____ VMS exists because one of the channel members has the capacity to influence other channel members and exerts substantial control over them.
A) Ownership
B) Contractual
C) Administered
D) Relationship
Q4) Discuss the impact of e-procurement in business-to-business marketing.
Q5) Discuss the major issues in deciding distribution intensity.
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Chapter 11: Pricing Strategy
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Sample Questions
Q1) The underlying logic of economic value modeling (EVM) is that using the price/benefit ratio is a more realistic view of value than "dollar worth of benefits minus price."
A)True
B)False
Q2) Both revenues and costs need to be taken into account in selecting pricing strategies.
A)True
B)False
Q3) Give an account of predatory pricing.What are its ethical implications?
Q4) Which of the following types of price determination methods uses the price of producing and marketing the product as the basis for determining price?
A) Cost-oriented
B) Supply-oriented
C) Competition-oriented
D) Demand-oriented
Q5) Give an account of the impact of emerging markets on pricing.
Q6) Explain the role of price in the distribution strategy.
Q7) Explain the various roles of price in the marketing program.
Page 13
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Chapter 12: Promotion, advertising, and Sales Promotion Strategies
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Q1) _____ consists of verbal communication between a salesperson and one or more prospective purchasers with the objective of making or influencing a sale.
A) Public relation
B) Sales promotion
C) Advertising
D) Personal selling
Q2) The fragmentation of many consumer markets is driving significant amounts of advertising spending from traditional mass media to more focused narrowcast media.
A)True
B)False
Q3) _____ track(s) advertising expenditures and sales results before,during,and after an advertising campaign.
A) Effort/result models
B) Longitudinal studies
C) Recall tests
D) Test marketing
Q4) Explain the challenges impacting the creative process in advertising and changing the design of creative strategies and media.
Page 14
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Chapter 13: Sales, digital, and Direct Marketing Strategies
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Q1) In social media-based positioning attempts,the goal is to create a community providing only functional benefits.
A)True
B)False
Q2) Mark sees an ad in the newspaper of a new line of treadmills and orders for it by calling the number provided in the ad.Which of the following type of direct marketing methodology did the ad employ
A) Direct response media
B) Direct mail
C) Catalog shopping
D) Kiosk shopping
Q3) Sales representatives of Oasis Travels collaborate with various hotels across the state to get customers to book package tours.Which of the following sales positions do the salespeople of Oasis Travels hold?
A) New business selling
B) Consultative selling
C) Missionary selling
D) Trade selling
Q4) Describe the different types of sales jobs.
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Chapter 14: Designing Market-Driven Organizations
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Q1) The _____ of marketing activities across multiple functions is more common in market-oriented businesses serving business customers,and operating in uncertain markets with uncertain technologies.
A) centralization
B) integration
C) diffusion
D) collection
Q2) A key characteristic of new organizations is an emphasis on managing organizational process,rather than a primary emphasis on structure.
A)True
B)False
Q3) The management of knowledge workers puts less emphasis on innovation and creativity.
A)True
B)False
Q4) Knowledge workers may operate more effectively as conventional employees rather than "internal partners."
A)True
B)False
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Chapter 15: Strategic Marketing Implementation and Control
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Sample Questions
Q1) Internal marketing involves developing programs to win line management support for new strategies.
A)True
B)False
Q2) Discuss how organizational designs help implement a strategic marketing plan.
Q3) Which of the following is true of a control-chart analysis?
A) It cannot be used to detect randomness in operating results.
B) Its control boundaries are set using historical data.
C) It can only be used to establish average and upper limits of the measure.
D) It can only be used to establish average and lower limits of the measure.
Q4) Which of the following is true of the balanced scorecard method?
A) It translates aggregate and broadly defined strategies to very specific actions.
B) It provides a means to link customer satisfaction with value orientation.
C) It is not feasible for business unit level strategies.
D) It does not assess the strategy component across all aspects of the business unit.
Q5) The balanced scorecard method is used to implement marketing plans.
A)True
B)False
Page 17
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