International Marketing Study Guide Questions
Course Introduction
International Marketing explores the strategies and practices that organizations use to market products and services across global borders. The course covers topics such as global market analysis, entry strategies, cultural considerations, international consumer behavior, and adaptation of marketing mix elements (product, price, place, promotion) for diverse international markets. Students will gain insight into the complexities of operating in multiple countries, including legal, economic, and political challenges. Through case studies and real-world examples, this course equips students with the skills to develop effective marketing plans for international expansion and to navigate the dynamic global marketplace.
Recommended Textbook Principles of Marketing 17th Edition by Philip T. Kotler
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Page 2
Chapter 1: Marketing: Creating Customer Value and Engagement
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152 Flashcards
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Sample Questions
Q1) Carol Veldt's plan also involves a seasonal promotional gimmick that she wants to promote aggressively. This is an example of the ________ concept.
A) selling
B) marketing
C) product
D) production
E) societal marketing
Answer: A
Q2) Which of the following strategies would a company most likely use to increase customer satisfaction?
A) decreasing the variety of offered services
B) divesting
C) lowering prices
D) "firing" unprofitable customers
E) limiting customer experiences with a brand
Answer: C
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Page 3
Chapter 2:
Company and Marketing Strategy:
Build Customer Engagement, Value, and Relationships
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Sample Questions
Q1) Arrow is "a different kind of company, manufacturing a different kind of a car"; the RoadPro is "like nothing else." Statements such as these reflect a firm's ________.
A) portfolio
B) marketing segment
C) positioning
D) marketing mix
E) mission statement
Answer: C
Q2) ________ involves looking at whether a company's key action plans are well-matched to its opportunities.
A) Operating control
B) Benchmarking
C) Strategic control
D) Regression analysis
E) Portfolio analysis
Answer: C
Q3) What does market targeting involve?
Answer: Market targeting involves evaluating each market segment's attractiveness and selecting one or more segments to enter.
Page 4
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Chapter 3: Analyzing the Marketing Environment
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Sample Questions
Q1) Regulations force companies to be responsible. However, most companies want to be responsible. Impacts of government regulations include all of the following EXCEPT
A) informing the public that products are safe
B) higher research costs
C) increased sales because they have been found to be safe
D) penalties to companies that fail to meet the regulations
E) longer times between new product ideas and their introduction
Answer: A
Q2) Marketers should understand that people's core beliefs and values tend to be
A) fixed
B) highly flexible
C) similar around the world
D) constantly and rapidly changing
E) easily influenced by secondary beliefs
Answer: A
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Page 5
Chapter 4: Managing Marketing Information to Gain Customer Insights
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Sample Questions
Q1) An MIS is used to ________.
A) generate product interest
B) develop marketing plans
C) identify demographic trends
D) assess information needs
E) test hypotheses about cause-and-effect relationships
Q2) The real value of marketing information lies in how it is used ________.
A) in determining selling prices for products
B) in analyzing budgets
C) in creating advertising campaigns
D) in the customer insights that it provides
E) in introducing a new product to the marketplace
Q3) ________ involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, or buying behavior. It is the most widely used method for primary data collection.
A) Experimental research
B) Causal research
C) Ethnographic research
D) Survey research
E) Exploratory research
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Chapter 5: Consumer Markets and Buyer Behavior
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Sample Questions
Q1) Life-stage segmentation allows marketers to create targeted, actionable, and ________ campaigns based on how people consume and interact with brands.
A) inexpensive
B) professional
C) multimedia
D) social media
E) personalized
Q2) Identify and describe the stages in the adoption process.
Q3) Maslow's theory is that ________ can be arranged in a hierarchy.
A) marketing stimuli
B) personal beliefs
C) perceptions
D) human needs
E) decisions
Q4) Explain why selective attention is not controllable by a marketer.
Q5) Children exert little influence on family buying decisions.
A)True
B)False
Q6) Compare and contrast the four types of buying decision behavior exhibited by consumers.
Page 7
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Chapter 6: Business Markets and Business Buyer Behavior
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Sample Questions
Q1) Derived demand refers to the business demand that ultimately comes from the demand for consumer goods.
A)True
B)False
Q2) Government organizations typically require suppliers to submit bids, and normally they award the contract to the lowest bidder.
A)True
B)False
Q3) Business buyers are heavily influenced by factors in the current and expected economic environment, such as ________.
A) level of primary demand
B) organizational objectives
C) group dynamics
D) individual motives
E) culture and customs
Q4) What is e-procurement? Briefly describe its major advantages.
Q5) "The buying center concept presents a major marketing challenge." What does a business marketer need to learn in order to deal with the challenge effectively?
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Chapter 7: Customer Value-Driven Marketing Strategy:
Creating Value for Target Customers
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Sample Questions
Q1) ________ is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations.
A) Mass marketing
B) Trigger-based marketing
C) Differentiated marketing
D) Concentrated marketing
E) Micromarketing
Q2) An Irish company that manufactures umbrellas and ponchos primarily targeting consumers during the winter months is using ________ segmentation.
A) psychographic
B) income
C) geographic
D) occasion
E) benefit
Q3) What does a company focus on when using a concentrated marketing strategy?
Q4) A company will always choose the largest and fastest-growing segments as the most attractive for it to enter.
A)True
B)False
Page 9
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Chapter 8: Products, Services, and Brands: Building Customer Value
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Sample Questions
Q1) Good service recovery can turn angry customers into loyal ones.
A)True
B)False
Q2) 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) multibrand
E) new brand
Q3) Name some common convenience products.
Q4) Service companies can differentiate their offering by ________.
A) having a lower price than their competitors
B) designing a superior delivery process
C) offering a stellar physical environment in which the product is delivered
D) developing innovative features
E) adopting a recognizable image
Q5) How are specialty products distributed?
Page 10
Q6) When does product line stretching occur?
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Chapter 9: Developing New Products and Managing the Product Life Cycle
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159 Verified Questions
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Sample Questions
Q1) The product life cycle presents challenges. Which of the following is LEAST likely to require a company to adapt its marketing strategies?
A) developments in technology
B) decreased manufacturing costs
C) competition
D) changing tastes of consumers
E) aging of products
Q2) According to the commercialization stage of the new product development process, following the decision to introduce the new product at a particular time, a company must next decide ________.
A) where to launch the new product
B) how to launch the new product
C) why to launch the new product
D) what pricing strategies to implement
E) what marketing mix elements to use
Q3) What elements may help to create a product image?
Q4) Why are ad expenditures high for products in the introduction stage of the PLC?
Q5) Differentiate between controlled test markets and simulated test markets.
Q6) What factors are assessed in test marketing?
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Chapter 10: Pricing: Understanding and Capturing
Customer Value
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Sample Questions
Q1) Under ________, the market consists of many buyers and sellers who trade over a range of prices rather than a single market price.
A) pure competition
B) monopolistic competition
C) oligopolistic competition
D) a pure monopoly
E) the dominant firm model
Q2) Briefly discuss monopolistic competition.
Q3) Prices have a direct impact on a firm's bottom line.
A)True
B)False
Q4) What is good-value pricing?
Q5) If demand changes greatly with price, the demand is inelastic.
A)True
B)False
Q6) Average cost tends to increase with accumulated production experience.
A)True
B)False
Q7) What is a pure monopoly?
Q8) Compare and contrast pure competition and oligopolistic competition. Page 13
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Page 14
Chapter 11: Pricing Strategies: Additional Considerations
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Sample Questions
Q1) Excess capacity leads to companies initiating an increase in price.
A)True
B)False
Q2) Reasons sellers go beyond what is required by pricing regulations include all of the following EXCEPT that ________.
A) it is good business to treat customers fairly
B) customers that fully understand prices and pricing terms are happy customers
C) word-of-mouth from dissatisfied customers spreads rapidly
D) building strong and lasting relationships is key to business success
E) it improves profitability to earn additional revenue due to customer confusion
Q3) Beach Heaven uses two-part pricing for its holiday resort charges. Because this is a service, the price is broken into a fixed fee for the room plus a(n) ________ usage rate for activities, including kite-sailing and child care.
A) fixed
B) variable
C) standard
D) market
E) optional
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15
Chapter 12: Marketing Channels: Delivering Customer Value
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Sample Questions
Q1) What distribution strategy does Giant Beanstalks use?
A) inclusive distribution
B) exclusive distribution
C) selective distribution
D) intensive distribution
E) extensive distribution
Q2) Craftsman Furniture Company offers its bedroom and living room furniture through independent and smaller chain furniture stores, not through every store that sells furniture. It uses ________ distribution.
A) intensive
B) direct
C) corporate
D) selective
E) exclusive
Q3) The greater the number of channel levels in a marketing channel, the ________.
A) less distance between producer and end-consumer
B) greater the channel complexity
C) less time it takes for products to reach end-consumers
D) greater the control producers have over the distribution of their products
E) greater the control producers have over the demand of their products
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Chapter 13: Retailing and Wholesaling
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Sample Questions
Q1) Wholesalers realize that they increase value to their customers by watching for better ways to meet the needs of their suppliers and target customers. This involves reducing the services they provide to retailers.
A)True
B)False
Q2) ________ 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) Showrooming
Q3) Which type of wholesaler sells to manufacturers rather than to retailers?
A) industrial distributor
B) full-service wholesaler
C) cash-and-carry wholesaler
D) wholesale merchant
E) limited-service wholesaler
Q4) How do the practices of high-low pricing and everyday low pricing differ?
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Chapter 14: Engaging Consumers and Communicating
Customer Value: Integrated Marketing Communications Strategy
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Sample Questions
Q1) The affordable method involves setting promotion budgets to match competitors' outlays.
A)True
B)False
Q2) In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money. This is an example of a(n) ________ appeal.
A) emotional
B) standard
C) rational
D) moral
E) social
Q3) A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.
A) one-sided
B) two-sided
C) moral
D) emotional
E) structured
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Chapter 15: Advertising and Public Relations
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Sample Questions
Q1) Professional athletes such as Peyton Manning and Maria Sharapova are featured in advertisements for Gatorade. According to this information, Gatorade is utilizing branded entertainment.
A)True
B)False
Q2) Describing available services and support is most likely a goal of ________ advertising.
A) reminder
B) competitive
C) covert
D) attack
E) informative
Q3) An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.
A) reciprocate
B) compete C) remind
D) explain
E) suggest
Q4) Describe the main objectives of informative advertising.
Page 19
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Chapter 16: Personal Selling and Sales Promotion
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Sample Questions
Q1) Which of the following refers to a positive incentive intended to increase the sales force effort?
A) sales contests
B) prospecting
C) telecommuting
D) sales collateral
E) annual sales plan
Q2) All of the following are basic types of compensation plans for salespeople EXCEPT
A) straight commission
B) straight salary
C) salary plus commission
D) salary plus company shares
E) salary plus bonus
Q3) Why are more companies using team selling? What are its pros and cons?
Q4) Business promotions are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople.
A)True
B)False
Q5) Why have firms adopted sales force automation systems?
Page 20
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Chapter 17: Direct, Online, Social Media, and Mobile Marketing
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Sample Questions
Q1) Digital catalogs offer all of the following benefits EXCEPT ________.
A) presenting an almost unlimited amount of merchandise
B) offering a broad assortment of presentation formats, including search and video
C) adding and removing products as needed
D) adjusting prices instantly to meet demand
E) touching the product
Q2) Search advertisers buy search terms from the search site and pay whenever the search terms come up in the results of a consumer's search.
A)True
B)False
Q3) What is the primary advantage of printed catalogs?
A) filtering out interested prospects
B) offering immediate rebates and coupons
C) building emotional connections with customers
D) offering unlimited space for merchandise details
E) reaching consumers in a quick and inexpensive manner
Q4) Why are printed catalogs still thriving in the face of the growing popularity of Web-based catalogs?
Q5) Describe the largest form of online advertising.
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Chapter 18: Creating Competitive Advantage
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Sample Questions
Q1) As small companies achieve success, they inevitably move toward more ________ marketing. They adopt more-developed marketing tools and adhere to them closely.
A) ambush
B) formulated
C) entrepreneurial
D) intrepreneurial
E) multi-level
Q2) American Express will do almost anything to build long-term customer loyalty and to capture customer lifetime value. Which of the following competitive marketing strategies is being pursued by American Express?
A) consumer capitalism
B) customer equity
C) product differentiation
D) product leadership
E) customer intimacy
Q3) Name the three value disciplines.
Q4) Discuss customer intimacy. Why is it important? Provide an example of a company that successfully abides by this value discipline.
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Page 22
Chapter 19: The Global Marketplace
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Sample Questions
Q1) Discuss the international marketing objectives and policies a company should try to define before going abroad.
Q2) Discuss direct and indirect exporting. What are the advantages of exporting?
Q3) In 2005, ________ established a free trade zone between the United States and Costa Rica, the Dominican Republic, El Salvador, Guatemala, Honduras, and Nicaragua.
A) CAFTA-DR
B) FTAA
C) CAN
D) NAFTA
E) the EU
Q4) Describe the factors that might draw a company into the international arena.
Q5) Heineken beer is sold successfully in the same form around the world. Which of the following product strategies is illustrated in this example?
A) product adaptation
B) straight product extension
C) product invention
D) product augmentation
E) communication adaptation
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Page 23
Chapter 20: Sustainable Marketing: Social Responsibility and Ethics
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Sample Questions
Q1) Some firms define their purpose in narrow product terms. Others that define their purpose in broad social terms follow ________.
A) societal marketing
B) sense-of-mission marketing
C) consumer-oriented marketing
D) customer-value marketing
E) consumerism
Q2) One of the traditional buyer's rights is the right not to buy a product that is offered for sale.
A)True
B)False
Q3) A company that makes marketing decisions by considering consumers' wants and long-run interests, the company's requirements, and society's long-run interest is said to be practicing consumer-oriented marketing.
A)True
B)False
Q4) What are the two levels in the sustainability portfolio that deal with "beyond greening" activities that tend to pay off in the longer term?
Page 24
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