International Marketing Textbook
Exam Questions
Course Introduction
International Marketing explores the strategies and practices involved in marketing goods and services across national borders. This course examines the complexities of entering international markets, including cultural, economic, legal, and political factors that influence marketing decisions. Students will learn about global market research, international product adaptation, pricing strategies, distribution channels, and promotional techniques. Through case studies and practical examples, the course emphasizes the importance of cultural sensitivity, ethical considerations, and the ability to adapt marketing strategies to diverse environments, preparing students for the challenges and opportunities of the global marketplace.
Recommended Textbook
Marketing Management 3rd Edition by Greg Marshall
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14 Chapters
1339 Verified Questions
1339 Flashcards
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Page 2
Chapter 1: Marketing in Today's Business Milieu
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Sample Questions
Q1) Sustainability refers to business practices that meet humanity's needs without harming future generations.
A)True
B)False
Answer: TRUE
Q2) Hannah's alterations business works around the needs of the customer by providing hours of operation that vary throughout the week, including some evening and weekend hours. It could be said that Hannah's business is ________.
A) differentiated
B) customer-centric
C) market oriented
D) product oriented
E) socially responsible
Answer: B
Q3) In contrast to Marketing (Big M), marketing (little m) serves the firm and its stakeholders at a functional or operational level.
A)True
B)False
Answer: TRUE
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Page 3
Chapter 2: Marketing Foundations: Global, Ethical, Sustainable
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90 Flashcards
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Sample Questions
Q1) The strategic objective of channel strategy known as "coverage" relates to how much the global market distribution systems cost.
A)True
B)False
Answer: FALSE
Q2) Coca-Cola changes the taste of its soft drinks to meet local market preferences. This is an example of ________.
A) direct product extension
B) product adaptation
C) backward product invention
D) product invention
E) hybrid products
Answer: B
Q3) Licensing is a useful form of market entry when companies lack the resources to establish independent operations in foreign markets.
A)True
B)False
Answer: TRUE
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Chapter 3: Elements of Marketing Strategy, Planning, and Competition
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Sample Questions
Q1) One part of a marketing plan should identify what to do if things go wrong. This section is called ________ planning.
A) contingency
B) strategic
C) operational
D) action
E) tactical
Answer: A
Q2) Inga, marketing manager at Sunshine, a professional preschool center, thinks the firm should start an after-school program for its current clients. This makes sense as she wants to extend the trusting relationship already established with parents and children. According to Igor Ansoff's Product-Market Matrix, this is an example of the ________ strategy.
A) market diversification
B) product differentiation
C) market penetration
D) product development
E) market development
Answer: D
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Chapter 4: Market Research Essentials
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Sample Questions
Q1) A disadvantage of online focus groups is that ________.
A) they require someone to transcribe the spoken words into a transcript
B) they provide data in a format that is usually difficult to read and analyze
C) participants can become distracted and environmental factors can affect their concentration
D) they create an environment where participants are required to focus on the questions
E) participants cannot respond from a remote location such as from home or workplace
Q2) Which of the following types of research is less structured and can employ methods such as surveys and interviews to collect the data?
A) quantitative
B) qualitative
C) computational
D) statistical
E) mathematical
Q3) Primary data are collected specifically for the research question at hand.
A)True
B)False
Q4) Name and describe the six external forces that affect marketing decisions.
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Page 6
Chapter 5: CRM, Big Data, and Marketing Analytics
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Sample Questions
Q1) In the CRM process cycle, ________ is the process of analyzing the customer information acquired through various customer touchpoints.
A) analysis and refinement
B) supplier interface
C) customer interaction
D) marketing planning
E) knowledge discovery
Q2) One potential pitfall of using a dashboard approach to marketing metrics is not insuring that senior management believe in and understand the dashboard.
A)True
B)False
Q3) What type of marketing analytics is being used when data is used from likes for posts on Facebook?
A) Web analytics
B) social media analytics
C) retail analytics
D) CRM analytics
E) demographic analytics
Q4) Describe the four elements of the CRM process cycle.
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Chapter 6: Understand Consumer and Business Markets
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Sample Questions
Q1) Mark is trying to sell a metal-bending machine to a manufacturing firm. He decides to talk to people inside the firm who have expertise in metal bending-who can then provide this information to the buying center. The people he is targeting are known as
A) influencers
B) users
C) gatekeepers
D) initiators
E) aggregators
Q2) OEM customers purchase in large quantities to support their own product demand.
A)True
B)False
Q3) Maria identifies with a specific religious group, which is a smaller division of her culture. Maria's religious group is an example of a(n) ________.
A) institution
B) social group
C) support network
D) subculture
E) society
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Page 8
Chapter 7: Segmentation, Target Marketing, and Positioning
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Sample Questions
Q1) ________ segmentation recognizes that there may be a number of consistent needs and wants demonstrated by consumers based on what type of job they have.
A) Occupational
B) Social
C) Age
D) Gender
E) Educational
Q2) Primary target markets differ from secondary and tertiary target markets by the ________.
A) expected level of ROI derived from the market
B) difficulty of attacking the market
C) consumers' ability to buy multiple units
D) advertising effort needed for the market
E) average age of the consumers
Q3) Effective positioning is not affected by competitive forces.
A)True
B)False
Q4) Describe the three steps in target marketing. Explain what factors/options should be considered for each step.
Page 9
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Chapter 8: Product Strategy and New Product Development
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Sample Questions
Q1) The targeted consumers during the maturing phase of a product life cycle are innovators and early adopters.
A)True
B)False
Q2) An important issue for consumers is conformance, which is the product's ability to
A) deliver on features and performance characteristics promised in marketing communications
B) conform to the standards set by the federal guidelines
C) deliver value in the form of product quality
D) get the manufacturing aligned using quality processes
E) deliver additional features, designs, and innovations that exceed customer expectations
Q3) A stock-keeping unit (SKU) is a unique identification number used to track a product in the consumer's home.
A)True B)False
Q4) Explain the difference between a product line and a product mix, Give an example of each.
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Chapter 9: Build the Brand
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Sample Questions
Q1) All of these are package objectives EXCEPT ________.
A) to protect
B) to communicate
C) to promote usage
D) to provide a layer of security and verification
E) to entertain
Q2) Compare and contrast customer, company, and competitor brand roles.
Q3) A company's brand role includes ________.
A) educating the customer about a product
B) offering an effective and efficient methodology for categorizing products
C) conveying information about a product
D) helping reassure the customer in the purchase decision
E) providing competitors with a benchmark against which to compete
Q4) The characters from the popular cartoon show "SpongeBob Square Pants" can be found on a variety of merchandises such as clothing, toys and video games. Yet, the original creator of the show does not produce any of the items. This is an example of licensing the brand name to other manufacturers.
A)True
B)False
Q5) What are the three requirements of labels? Why are these important?
Page 11
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Chapter 10: Service as the Core Offering
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Q1) ________ is the period during which a customer interacts in any way with a service provider.
A) Service encounter
B) Moment of truth
C) Service period
D) Service quality
E) Time of service
Q2) Customer trial is one way to overcome the problem of marketing an intangible service.
A)True
B)False
Q3) As a dimension of service quality, reliability means that ________.
A) a service is performed right the first time and every time
B) a service is variable and has different outcomes due to employee variation
C) a customer is repeatedly asked about his or her perception of the service quality
D) service providers think from customers' point of view
E) service providers are more willing and capable of providing prompt service
Q4) Define and give examples of the four characteristics of services: intangibility, inseparability, variability, and perishability.
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Chapter 11: Manage Pricing Decisions
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Sample Questions
Q1) ________ remit monies to purchasers after the fact.
A) Allotments
B) Coupons
C) Offers
D) Discounts
E) Allowances
Q2) A variable pricing strategy makes planning and forecasting much easier than a one-price strategy.
A)True
B)False
Q3) When Claire purchased her new cell phone, she was offered an opportunity to purchase a car charger and a cover together at a reduced price. The cell phone provider was using a ________ strategy.
A) product line pricing
B) captive pricing
C) price bundling
D) reference pricing
E) prestige pricing
Q4) Define the four types of channel discounts and provide an example of each.
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Chapter 12: Manage Marketing Channels, Logistics, and Supply Chain
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Q1) Jenn, a production manager at a company, has decided to take a value network approach to create a competitive advantage over the company's competitors. In the context of network organizations, this approach will make the company's operations more ________.
A) rigid
B) costly
C) consistent
D) static
E) nimble
Q2) ________ strategies can be intensive, selective, or exclusive.
A) Assortment
B) Disintermediation
C) Virtual
D) Referent
E) Distribution
Q3) Define channel power and explain how it can lead to channel conflict. How does it affect vertical marketing systems?
Q4) Describe three of the legal issues in supply chain management.
Page 14
Q5) Explain the important aspects of a value network.
Q6) Define disintermediation, and explain why it's common in the electronic channel.
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Page 15
Chapter 13: Promotion Essentials: Digital and Social Media Marketing
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Sample Questions
Q1) Coca-Cola intends to invest further in promotion to help maintain brand loyalty from its existing customers. Which of the following capabilities of promotion is Coca-Cola demonstrating?
A) to inform
B) to persuade
C) to remind
D) to sell
E) to take action
Q2) The first step a manager should take in the promotion strategy process is to ________.
A) identify targets for promotion
B) select a promotion mix
C) develop a message
D) prepare a budget
E) establish measures of results
Q3) Internal marketing is defined as the way in which internal activities affect external marketing results.
A)True
B)False
Q4) Describe the seven Cs that define the customer website interface.
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Chapter 14: Promotion Essentials: Legacy Approaches
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Q1) Comparative advertising works well when a brand ________.
A) has a higher than average advertising budget
B) is not competing with a top brand
C) is not the leader in its product category
D) has higher sales than all of its competitors
E) has an inexperienced marketing team
Q2) Murphy Bros took out an ad in several local papers focusing on how the company was started and how it benefits the community. This is an example of ________ advertising.
A) product
B) pioneering
C) competitive
D) institutional
E) comparative
Q3) Name the three advantages that personal selling has over other forms of marketing communications, and explain why they are advantages.
Q4) Compare and contrast the two major types of advertising and give an example of each.
Q5) What are the six stages of the personal selling process?
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