International Marketing Final Exam Questions
Course Introduction
International Marketing explores the strategies and practices involved in marketing products and services across national boundaries. The course examines how cultural, economic, political, and legal differences influence marketing decisions and the challenges of operating in diverse international environments. Students learn how to analyze global market opportunities, adapt marketing mix elements for foreign markets, develop global branding strategies, and understand international market entry modes. Real-world case studies and projects help students develop the skills necessary to plan, implement, and evaluate international marketing campaigns, equipping them for roles in multinational organizations or businesses seeking global expansion.
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Marketing Management An Asian Perspective 3rd Edition by Philip Kotler
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Page 2
Chapter 1: Marketing: Managing Profitable Customer Relationships
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Q1) When an airline goes after a "share of travel" from its customers,it is attempting to increase ________.
A) partner equity
B) share of customer
C) profit margins
D) customer-managed relationships
E) customer ownership
Answer: B
Q2) The three areas of consideration that should be balanced in the societal marketing concept are consumer wants,society's interests,and ________.
A) human welfare
B) want satisfaction
C) company profits
D) short-run wants
E) long-term needs
Answer: C
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Chapter 2: Company and Marketing Strategy: Partnering to Build
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Q1) In the marketing management functions,a SWOT analysis should ________ a marketing plan.
A) precede
B) replace C) follow
D) evaluate
E) take priority over
Answer: A
Q2) What type of strategy should a company use to manage its cash cows?
Answer: Because a cash cow generates cash without much investment,a company should use the profits to support other SBUs.
Q3) When a firm finds products or businesses that no longer fit its overall strategy,it should carefully milk,harvest,or better develop them.
A)True
B)False
Answer: False
Q4) Into what BCG quadrant does a high-share,high-growth SBU fall?
Answer: It falls into the "star" category.
Page 4
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Chapter 3: The Marketing Environment
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Q1) Marketers should pay attention to ______ distribution as well as _______ income.
A) farming; average
B) rural; average
C) population; average
D) income; average
E) wealth; average
Answer: D
Q2) Banks,credit companies,insurance companies,and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as ________.
A) resellers
B) wholesalers
C) marketing service agencies
D) physical distribution firms
E) financial intermediaries
Answer: E
Q3) Millennials comprise the most commercially influential group in Asia today.
A)True
B)False
Answer: False
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Chapter 4: Managing Marketing Information
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Q1) A marketer of frozen dinners has decided to collect consumer feedback via a focus group interview.How might the marketer use the focus group interview to determine whether a spicy curry sauce or a milder sweet chili sauce should be included on top of the rice?
Q2) Why is it difficult to obtain relevant and reliable secondary data when conducting international marketing research?
Q3) Which form of marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and advertisements?
A) individual interviewing
B) Internet surveys
C) telephone surveys
D) ethnographic research
E) observational research
Q4) Which of the following is NOT a disadvantage of telephone interviews?
A) They are more expensive to conduct than mail questionnaires.
B) Interviewer bias is introduced.
C) Under time pressures, some interviewers might cheat.
D) Interviewers can explain some questions and probe more deeply on others.
E) Potential respondents may refuse to participate.
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Chapter 5: Consumer Markets and Consumer Buyer
Behavior
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Q1) Early adopters are opinion leaders in their communities and adopt new ideas early but carefully.
A)True
B)False
Q2) Compare and contrast the four types of buying decision behavior exhibited by consumers.
Q3) A person's buying choices are influenced by four major psychological factors.Which is NOT one of these factors?
A) motivation
B) perception
C) alternative evaluation
D) learning
E) beliefs and attitudes
Q4) Each person's distinct personality influences his buying behavior.Personality is usually described in terms of traits.What are these traits,and how do they affect the way people purchase items? Give at least one example.
Q5) What role do the four Ps play in consumer behavior?
Q6) Explain why selective attention is not controllable by a marketer.
Q7) In what way might a marketer rely on opinion leaders?
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Chapter 6: Business Markets and Business Buyer Behavior
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Q1) Influence,Expertise and Authority are all examples of ________ influences on business buyer behavior.
A) environmental
B) individual
C) interpersonal
D) organizational
E) cultural
Q2) Charlie Ho,executive vice president of National Central Bank,is going through all of the stages of the buying process to purchase a computer system for the bank.Charlie is facing a(n)________ situation.
A) straight rebuy
B) modified rebuy
C) new-task buying
D) limited budget
E) independent buying
Q3) Buyers have different buying styles influenced by interpersonal factors such as age,income,education,professional identification,and attitudes toward risk.
A)True
B)False
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Chapter 7: Customer-Driven Marketing Strategy: Creating
Value for Target Customers
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Q1) When marketers at P&G selected the Millennials,a demographic that includes university students,for their Febreze line of products,they were executing which step in the process of designing a customer-driven marketing strategy?
A) market segmenting
B) mass marketing
C) differentiation
D) targeting
E) positioning
Q2) A product's position is the way the product is defined by the retailers who sell it to target markets.It is how it is defined on important attributes of the place the product occupies in the retailers' minds relative to competing products.
A)True
B)False
Q3) Your company wants to move away from mass marketing and engage in customer-driven marketing.The four steps to take,in order,are market segmentation,marketing positioning,differentiation,and targeting.
A)True
B)False
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Chapter 8: Products,Services,and Brands: Building
Customer Value
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Q1) Which of the following is NOT one of the links in the service-profit chain,linking service firm profits with employee and customer satisfaction?
A) internal service quality
B) evidence management
C) satisfied and productive service employees
D) satisfied and loyal customers
E) healthy service profits and growth
Q2) Services are characterized by four key characteristics.Name and describe these four characteristics.
Q3) A ________ is a group of products that are closely related because they function in a similar manner,are sold to the same customer groups,are marketed through the same type of outlets,or fall within given price ranges.
A) product line
B) line extension
C) private brand
D) convenience product
E) product bandwidth
Q4) A manufacturer has four brand sponsorship options.Describe what they are.
Q5) Give an example of an augmented product.
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Chapter 9: New Product Development and Product
Life-Cycle Strategies
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Q1) Explain how the PLC applies differently to a product class than to a product form.
Q2) Which stage of the typical consumer product life cycle is out of order below?
A) product development
B) introduction
C) maturity
D) growth
E) decline
Q3) How might a firm benefit from implementing an "intrapreneurial" program?
Q4) Profits rise during the growth stage of the PLC because promotion costs are spread over a large volume and unit manufacturing costs fall.
A)True
B)False
Q5) Companies need to pay attention to their aging products.Management should regularly review sales,market shares,costs,and profit trends,and then decide whether to maintain,harvest,or drop these declining products.
A)True
B)False
Q6) Why might ad expenditures remain high in the growth stage of the PLC?
Page 11
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Chapter 10: Pricing Products: Understanding and Capturing
Customer Value
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Q1) Measuring ________ can be difficult.A company might conduct surveys or experiments to test this in the different products it offers.
A) price elasticity
B) the demand curve
C) perceived value
D) break-even pricing
E) quantity supplied
Q2) Identify and describe the internal factors affecting a firm's pricing decisions.
Q3) In _____________,sellers try to develop differentiated offers for different customer segments and,in addition to price,freely use branding,advertising,and personal selling to set their offers apart.
A) pure competition
B) pure monopoly
C) monopolistic competition
D) oligopolistic competition
E) None of the above.
Q4) In a pure monopoly,the market consists of one seller.
A)True
B)False
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Chapter 11: Pricing Products: Pricing Strategies
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Q1) Promotional pricing can have all of the following adverse effects EXCEPT ________.
A) creating deal-prone customers
B) eroding the brand's value in the eyes of customers
C) giving pricing secrets away to competitors
D) becoming addictive to both the customer and business
E) delaying the company's focus on long-term strategies
Q2) Which of the following is a major factor that influences price increases?
A) cost inflation
B) surplus of raw materials
C) government intervention
D) foreign competition
E) excess capacity
Q3) For what types of products might marketers use market-skimming pricing?
Q4) A quantity discount is a price reduction to buyers who purchase ________.
A) frequently
B) large volumes
C) close outs
D) inferior merchandise
E) superior merchandise
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Chapter 12: Marketing Channels: Delivering Customer Value
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Q1) In a conventional distribution channel,no channel member has much control over the other members,and no formal means exists for assigning roles and resolving channel conflict.
A)True
B)False
Q2) Producers benefit from using intermediaries because they ________.
A) offer greater efficiency in making goods available to target markets
B) bring a fresh point of view to strategy development
C) eliminate risk
D) are generally backlogged with orders
E) refuse to store products for longer than a few days
Q3) Which of the following are the three major types of vertical marketing systems?
A) corporate, contractual, and chain
B) contractual, corporate, and independent
C) contractual, corporate, and administered
D) administered, independent, and franchised
E) contractual, corporate, and task
Q4) What are the key functions that members of the marketing channel perform?
Q5) Explain with an example,a value delivery network?
Q6) What types of products are intensively distributed?
Page 14
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Chapter 13: Retailing and Wholesaling
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Q1) ________ includes all activities involved in selling goods and services to those buying for resale or business use.
A) Wholesaling
B) Retailing
C) Franchising
D) Discounting
E) Disintermediation
Q2) Category killers carry a deep assortment of a particular product line and have a knowledgeable staff.
A)True
B)False
Q3) Which wholesaler's channel function is demonstrated when a wholesaler reduces inventory holding costs and risks to suppliers and customers?
A) financing
B) transporting
C) buying and assortment building
D) warehousing
E) bulk breaking
Q4) How does a retailer cooperative function?
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Chapter 14: Communicating Customer Value: Integrated Marketing
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Q1) HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message.In the communication process,HP is ________.
A) messaging
B) encoding
C) sending
D) decoding
E) responding
Q2) Advertising has some shortcomings.What is NOT one of them?
A) It is impersonal.
B) It can be very costly.
C) It slowly reaches many people.
D) It carries on one-way communication with the audience.
E) It does not make audience members feel the need to respond.
Q3) Outline the steps in developing effective marketing communications.
Q4) Marketers can choose from two basic promotion mix strategies,push promotion or pull promotion.Compare these two strategies.
Q5) How are advertising and direct marketing different?
Q6) What role does message format play in print advertisements?
Q7) Describe four common methods used to set the total budget for advertising. Page 16
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Page 17
Chapter 15: Advertising and Public Relations
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Q1) Of the following,which is most difficult for advertisers to measure?
A) reach
B) frequency
C) click-through rates
D) media engagement
E) media impact
Q2) The ________ or the creative concept will bring the message strategy to life in a distinctive and memorable way.
A) appeal
B) "big idea"
C) differentiation
D) strategy
E) evaluation
Q3) Public relations specialists use several tools.Identify three of these tools and describe how they can help a company communicate with the public.
Q4) How has clutter in television and other advertising media created an increasingly hostile advertising environment?
Q5) What are the three primary types of advertising objectives?
Q6) Explain why an ad might need to be modified from one country to the next.
Page 18
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Chapter 16: Personal Selling and Sales Promotion
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Q1) Which of the following is NOT a closing technique?
A) asking for the order
B) reviewing points of agreement
C) offering to help write up the order
D) explaining that the buyer will lose out if the order isn't placed now
E) asking the buyer to clarify any objections
Q2) Why does a firm's number of prospects always equal or exceed its number of qualified customers?
Q3) Helping the sales force "work smart" is the goal of ________.
A) sales supervision
B) sales motivation
C) sales compensation
D) the organizational climate
E) return on sales investment
Q4) Discuss the differences between the three major sales force structures.What are the potential benefits of each structure?
Q5) Explain how the workload approach helps companies set sales force size.
Q6) Personal selling is the interpersonal arm of the promotion mix.
A)True
B)False
Page 19
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Chapter 17: Direct and Online Marketing: Building Direct Customer Relationships
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Q1) Using ________ telephone marketing to contact potential customers,marketers sell directly to consumers.
A) inbound
B) outbound
C) direct-response
D) opt-out
E) business-to-business
Q2) The Internet has helped boost the popularity of catalogs as a direct marketing medium.
A)True
B)False
Q3) Which of the following Web sites facilitates consumer-to-business online marketing?
A) eBay.com
B) Cisco.com
C) Craigslist.com
D) Alibaba.com
E) Priceline.com
Q4) Provide two reasons that many companies are shifting more of their marketing dollars to online advertising.
Page 20
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Chapter 18: Creating Competitive Advantage
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Q1) Approaches to marketing strategy and practice often pass through three stages: entrepreneurial marketing,formulated marketing,and strategic marketing.
A)True
B)False
Q2) Companies can identify competitors from a ________ point of view by defining competitors as companies that are trying to satisfy the same customer need or build relationships with the same customer group.
A) customer's
B) market nicher's
C) market
D) database
E) industry
Q3) Most companies prefer to compete against strong competitors.
A)True
B)False
Q4) Discuss formal and informal marketing strategies and give examples of companies that use both.
Q5) How can companies learn about their competitors' strengths and weaknesses?
Q6) Discuss the steps in analyzing competitors.
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Chapter 19: The Global Marketplace
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Q1) Companies such as Quaker Oats and Monsanto are researching the nutrition needs of different countries,creating new foods,and developing advertising campaigns to gain product trial and acceptance.This is an example of ________.
A) straight product extension
B) product invention
C) product adaptation
D) dual adaptation
E) communication adaptation
Q2) All of the following are modes of entry that companies can use when they have decided to sell in a foreign country EXCEPT ________.
A) exporting
B) embargo
C) joint venturing
D) direct investment
E) licensing
Q3) Briefly explain why economic communities are formed.
Q4) Explain why a global company would need to make adjustments to a highly standardized promotion campaign for different markets.
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Page 22
Chapter 20: Sustainable Marketing: Social Responsibility and Ethics
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Q1) Karl Lim,a marketing critic,is concerned about the pervasiveness of marketing.He points to advertising messages everywhere,from Web sites and emails to unwanted direct mail and catalogs to television commercials and product tie-ins to billboards and store signage.Karl is concerned about ________.
A) high packaging costs
B) cultural pollution
C) deceptive practices
D) false wants and too much materialism
E) the balance between private goods and social goods
Q2) ________ is a management approach that involves developing strategies that both sustain the environment and produce profits for the company.
A) Consumerism
B) New clean technology
C) Environmental sustainability
D) Social responsibility
E) Ethical decision making
Q3) How is the societal marketing concept related to marketing ethics?
Q4) How do marketers respond to charges of "commercial noise"?
Q5) Describe the five sustainable marketing principles.
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