Course Introduction
International Marketing Exam Preparation Guide
International Marketing explores the strategies and practices organizations use to market goods and services across international borders. The course covers topics such as global market research, cultural influences, international consumer behavior, market entry strategies, pricing, distribution, and promotional tactics in diverse cultural and economic environments. Students will analyze current trends, evaluate the impact of global economic, political, and legal systems, and develop adaptive marketing plans for multinational environments. Through case studies and real-world projects, the course aims to equip students with practical skills to succeed in the dynamic field of international marketing.
Recommended Textbook Consumer Behavior 11th Edition by Leon G.
Schiffman
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16 Chapters
1826 Verified Questions
1826 Flashcards
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Page 2
Chapter 1: Consumer Behavior: Information-Driven
Consumer Behavior
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123 Verified Questions
123 Flashcards
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Sample Questions
Q1) In the AIRLINE MINI CASE, by tracking flight searches and developing services to better meet customers' unfulfilled needs, Transatlantic adheres to the ________.
A) social marketing concept
B) production concept
C) selling concept
D) marketing concept
E) product concept
Answer: D
Q2) The three drivers of successful relationships between marketers and customers are customer value, high levels of customer satisfaction, and customer retention.
A)True
B)False
Answer: True
Q3) Marketing myopia causes companies to focus on crucial changes in the marketplace as they look through the window rather than into the mirror.
A)True
B)False
Answer: False
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Chapter 2: Segmentation, Targeting and Positioning
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116 Verified Questions
116 Flashcards
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Sample Questions
Q1) Identify and discuss the five criteria that make market segments effective targets.
Answer: To be an effective target, a market segment should be:
a.identifiable - marketers must be able to identify the concrete and measurable features of consumers who belong to each group of common needs
b.profitable - enough consumers must be part of the segment to make targeting it profitable
c.stable and growing - marketers prefer segments that are relatively stable in terms of lifestyles and consumption patterns that are likely to grow larger and more viable in the future
d.reachable - accessible in terms of both media and cost
e.congruent with the marketer's objectives and resources - the segment needs to fit with the limitations and goals of the marketer
Q2) Hardship in making buying decisions is more typical of older, less-educated consumers.
A)True
B)False
Answer: True
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4
Chapter 3: Consumer Motivation and Personality
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126 Verified Questions
126 Flashcards
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Sample Questions
Q1) Marketers can take advantage of people's frustrations by portraying their products as means to resolve a particular set of frustrations.
A)True
B)False
Answer: True
Q2) The emphasis in the definition of personality is on inner characteristics, which are
A) those characteristics of an individual that are not readily apparent to others
B) those characteristics which individuals try to hide from others
C) those characteristics that distinguish one individual from others
D) those characteristics that make one individual similar to others
E) those characteristics that constitute the individual's ideal self-image
Answer: C
Q3) What are some general characteristics of materialistic people?
Answer: Materialistic people value acquiring possessions and showing them off. They are particularly self-centered and selfish; they seek lifestyles full of possessions and hope for greater happiness and satisfaction by acquiring more possessions.
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Chapter 4: Consumer Perception
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Low-risk perceivers have been described as broad categorizers and tend to
A) make their choices from a wide range of alternatives
B) limit their choices to a few safe options
C) exclude some perfectly good alternatives in order to minimize the chance of a poor selection
D) avoid new products about which they know little
E) be very brand loyal
Q2) There are many ways consumers handle risk. Identify and discuss three methods.
Q3) ________ are physical characteristics of the product itself, such as size, color, flavor, or aroma.
A) Intrinsic cues
B) Product quality ratings
C) Extrinsic cues
D) Brand images
E) Brand personalities
Q4) Differentiate between intrinsic cues and extrinsic cues and provide examples of each.
Q5) Identify the most prominent reasons behind stereotyping and provide an example of each from marketing.
6
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Chapter 5: Consumer Learning
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) Learning acquired by accident or without much effort is known as ________ learning.
A) intentional
B) instrumental
C) intrinsic
D) incidental
E) inexplicable
Q2) In a consumer behavior context, the previously acquired consumer perception of an existing product is the ________. When consumers try a new product by the same brand because they believe that the new product embodies the same attribute with which the brand's existing products are associated, this is the ________.
A) unconditioned stimulus; conditioned stimulus
B) conditioned stimulus; conditioned response
C) unconditioned stimulus; unconditioned response
D) conditioned stimulus; unconditioned stimulus
E) unconditioned response; conditioned response
Q3) How do some marketers make use of the concept of stimulus generalization?
Q4) What is the theory of classical conditioning? Explain using an example.
Q5) When and why do marketers use massed or distributed learning schedules?
Q6) What is the split-brain theory?
Page 7
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Chapter 6: Consumer Attitude Formation and Change
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110 Verified Questions
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Sample Questions
Q1) When a person says "I contributed to the American Red Cross because it really helps people in need" or "He tried to persuade me to by an LED rather than a 3D TV because he'd make a bigger commission," they are providing examples of ________ in action.
A) self-perception theory
B) cognitive dissonance theory
C) attribution theory
D) buyer intention theory
E) attitude theory
Q2) Roy is looking to buy a new HDTV set. He knows from friends that LCD set screens reflect less light than plasma set screens, but that LCD sets are also more subject to blurring than plasma sets. This is an example of the ________ component of his attitude toward HDTVs.
A) conative
B) objective
C) cognitive
D) affective
E) situational
Q3) How can marketers utilize the knowledge function to influence the basic motivational function?
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Page 8
Chapter 7: Persuading Customers
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) Immediate feedback is the factor that makes ________ so effective.
A) impersonal messages
B) mass marketing
C) television advertising
D) print advertising
E) personal selling
Q2) ________ track bodily responses to stimuli.
A) Physiological measures
B) UPC codes
C) Attitudinal measures
D) Day-after recall tests
E) Net income tests
Q3) Marketers measure their communications' ________, or whether the messages of a given campaign have generated the sales level defined in the campaign's objectives.
A) direct effects
B) indirect effects
C) sales effects
D) persuasion effects
E) net income effects
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Page 9
Chapter 8: From Print and Broadcast to Social Media and Mobile Advertising
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) How is one's influence measured on Twitter?
Q2) Google identifies searchers' zip codes via their IP addresses.
A)True
B)False
Q3) ________ feature(s)brands embedded in video games that are played at home, in arcades, or online.
A) Interactive television(iTV)
B) Out of home media
C) Webisodes
D) Branded entertainment
E) Advergames
Q4) ________ is the measure of the number of pages that users have clicked through.
A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views
Q5) Identify the characteristics of mobile ads.
Q7) What are the steps to design a social media campaign? Page 10
Q6) Identify the characteristics of effective social media campaigns.
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Chapter 9: Reference Groups and Word-of-Mouth
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115 Verified Questions
115 Flashcards
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Sample Questions
Q1) What does a Klout score measure?
Q2) A person's ethnic identification is the degree to which she identifies herself as a member of her ethnic group.
A)True
B)False
Q3) A(n)________ group is one in which an individual is not likely to receive membership, despite acting like a member by adopting the group's values, attitudes, and behavior.
A) comparative
B) normative
C) membership
D) informal
E) symbolic
Q4) Identify the three dimensions underlying consumers' engagement in e-wom.
Q5) Endorsers whose demographic characteristics are similar to the target audiences' are viewed as more credible and persuasive than those who do not.
A)True
B)False
Q6) Identify and discuss some of the defining characteristics of opinion leaders.
Page 12
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Chapter 10: The Family and Its Social Class Standing
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Age and religion are especially important as a means of locating concentrations of consumers with specific social-class membership.
A)True
B)False
Q2) Which DSWI Household Classification group is most likely to consume healthy food items and avoid convenience foods?
A) dual low occupation career couples, white-collar husband
B) nonworking wives
C) low husband occupation households
D) dual low occupation career couples, blue-collar husband
E) very high occupation career couples
Q3) Identify and describe the three supportive roles a family plays in the socialization process and consumer behavior.
Q4) Differentiate between non-traditional families and non-family households. What are the implications of the difference between these two groups for marketers?
Q5) Identify the benefits and dangers of a single company marketing different brands to different social class segments. Give an example.
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Page 13
Chapter 11: Culture's Influence on Consumer Behavior
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Sample Questions
Q1) Culture gradually but continually evolves to meet the needs of society.
A)True
B)False
Q2) Culture can exist and sometimes reveal itself at different perceived or subjective levels. The ________ level refers to shared core values, customs, personalities, and predispositional factors that tend to capture the essence of the character of the citizens of a particular country.
A) supernational
B) supranational
C) subnational
D) national
E) group
Q3) The enculturation process consists of teaching children and young adults consumption-related values and skills like ________.
A) the meaning of money and value
B) how to judge product quality
C) styles and preferences
D) product usage
E) all of the above
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Page 14
Chapter 12: Subcultures and Consumer Behavior
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108 Verified Questions
108 Flashcards
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Sample Questions
Q1) ________ are considered to be largely family oriented, highly industrious, and strongly driven to achieve a middle-class lifestyle.
A) African Americans
B) Hispanic Americans
C) Latin Americans
D) Asian Americans
E) Eastern European Americans
Q2) Which of the following is true of the consumer behavior of African American consumers?
A) African American consumers prefer generic products.
B) African Americans are not brand loyal.
C) African Americans tend to buy high fashions and name brands as "signals of their success."
D) African American teens spend less on clothing and fine jewelry than other U.S. teens.
E) African Americans tend to make fewer trips to the grocery store during the course of the week.
Q3) How does consumer behavior change among Hispanic consumers as they acculturate?
Q4) How does ancestral pride manifest itself in consumer behavior?
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Chapter 13: Cross-Cultural Consumer Behavior: An International Perspective
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108 Verified Questions
108 Flashcards
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Sample Questions
Q1) Global pragmatists use a company's global success as an indication of product quality and innovativeness, and are also concerned that the firm acts in a socially responsible manner.
A)True
B)False
Q2) How has the growth of the middle class in developing countries impacted marketers?
Q3) Consumers worldwide believe that local brands develop new products and breakthrough technologies at a faster pace than global brands.
A)True
B)False
Q4) Strivers are dedicated to technology, knowledge, and learning, and are the highest consumers of media.
A)True
B)False
Q5) U.S. consumers are more likely to seek new and different products than French and German consumers.
A)True B)False
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Chapter 14: Consumer Decision Making and Diffusion of Innovations
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) ________, which consists of a brand's trustworthiness and expertise, improves the chances that the brand will be included in the consideration set.
A) Brand personality
B) Brand risk
C) Brand effort
D) Brand credibility
E) Brand attractiveness
Q2) A product's package, guarantees, mass-media advertising for the product, direct marketing for the product, and the selection of distribution channels to move the product from the manufacturer to the consumer are examples of ________.
A) policy factors
B) output factors
C) process factors
D) marketing inputs
E) sociocultural inputs
Q3) What are the three levels of consumer decision making? Briefly define each.
Q4) In what ways is the traditional adoption process model inadequate in its depiction of the consumer adoption process?
Page 17
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Chapter 15: Marketing Ethics and Social Responsibility
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) The essence of marketing is ________.
A) filling the marketplace with products that can be produced and sold cheaply
B) fulfilling the needs of target consumer markets more effectively than competitors
C) endeavoring to satisfy the needs and wants of the target market in ways that preserve and enhance the well-being of consumers and society as a whole
D) crafting messages to consumers that get them to buy products that do not meet their needs
E) consumers behaving completely rationally and maximizing their value when considering a purchase
Q2) A consumer's ________ is a digital calculation that evaluates people's buying power and value as consumers that is largely invisible to the consumers.
A) Google Analytic rank
B) e-score
C) data broker score
D) beacon
E) AdChoice score
Q3) Provide an example of an advertisement that was considered provocative.
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Chapter 16: Consumer Research
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116 Verified Questions
116 Flashcards
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Sample Questions
Q1) In the COOKING OIL MINI CASE, the Value Mart focus group research format is best described as a ________.
A) quantitative study
B) motivational study
C) behavioral study
D) descriptive study
E) qualitative study
Q2) In the PEN MINI CASE, the manipulated treatment is ________.
A) the store environment
B) the product features
C) the product packaging
D) the product price
E) the advertising theme
Q3) In the PRICE SURVEY MINI CASE, the screening questionnaire is developed based on ________ from Yankelovich.
A) internal secondary data
B) quantitative primary data
C) external secondary data
D) qualitative primary data
E) qualified primary data
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