Marketing for Emerging Markets
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Course Introduction
Marketing for Emerging Markets explores strategies and challenges unique to promoting products and services in rapidly developing economies. The course covers market entry strategies, consumer behavior, and adaptation of the marketing mix in the context of diverse cultural, economic, and regulatory environments. Students will analyze case studies highlighting both multinational and local companies, examining how innovation, digital technology, and social trends shape marketing practices in countries experiencing significant growth. Emphasis is placed on practical approaches to opportunity identification, brand positioning, and overcoming resource constraints typical of emerging markets.
Recommended Textbook
International Marketing 8th Edition by Michael R. Czinkota
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Page 2
Chapter 1: The International Marketing Environment
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Sample Questions
Q1) Many firms commit grave mistakes which lead to inefficiency, lack of consumer acceptance, and sometimes even corporate failure because executives believe that:
A) parents of children in domestic families watch too much television.
B) the influence of music on the masses dictates morals for a new generation.
C) Incomplete research affects the learning curve.
D) that international customers are just like the ones the firm deals with at home.
Answer: D
Q2) For a country to remain a player in the world economy, which of the following groups need to respond aggressively with innovation, process improvements, and creativity?
A) Governments, companies, and individuals
B) Importers, social scientists, and teachers
C) Courts
D) Wholesalers who take possession of the product prior to sale
Answer: A
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Chapter 2: Trade Institutions and Trade Policy
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Q1) When was the World Trade Organization founded?
A) In 200 A.D. in the Roman Empire, as the Romans conquered more and more land
B) As a result of China's inclusion in the global market after the Nixon summit of 1972
C) During President Ronald Reagan's Tear Down This Wall speech in 1984
D) In 1995 during President Clinton's first term of office
Answer: D
Q2) The Roman Empire became one of the greatest world powers through which of the following means?
A) Asking other countries to join them in their empire
B) Sending out feudal lords to marry into the extended families of neighboring lands
C) Encouraging international business activities
D) Taxing the poor
Answer: C
Q3) The government retains a vested interest in banning certain goods in order to protect public morals.
A)True
B)False
Answer: True
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4
Chapter 3: The Cultural Environment
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Q1) Which of the following is a problem that managers face when working in foreign markets?
A) The manager will always be a foreigner.
B) They must adhere to U.S. government patents.
C) Restrictions on trade imposed by UNESCO will thwart many of their efforts.
D) Retirement comes at a later lifestage in other countries than in the U.S.
Answer: A
Q2) The three causes of distortion are the consumer's selective attention, exposure, and retention.
A)True
B)False
Answer: True
Q3) The challenges for the marketing manager include governing human interaction and predicting human behavior.
A)True
B)False
Answer: False
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Chapter 4: The Economic Environment
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Q1) The availability and quality of an infrastructure is critically important in evaluating marketing operations abroad.
A)True
B)False
Q2) The assessment of a foreign market environment should start with:
A) a monetary analysis of the currency fluctuation.
B) the evaluation of economic variables relating to the size and nature of the markets.
C) a description of the seasonal expenditures of total GDP.
D) expert testimony from witnesses.
Q3) Which relatively new technology will change the worldwide infrastructure landscape?
A) Free drying.
B) Vacuum packaging.
C) Desalinization.
D) Wireless technology
Q4) The ratification of EFTA created the world's largest free market with 390 million consumers.
A)True
B)False
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Chapter 5: The Political and Legal Environment
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Q1) Tariffs, voluntary restraint agreements, and quota systems are used to help capture terrorists at airports.
A)True
B)False
Q2) When products and goods enter a market in ways not desired by their manufacturers, this is known as:
A) embezzlement.
B) soft goods solicitation.
C) fortressing.
D) the gray market.
Q3) In general, which of the following statements best describes the political environment in most countries in terms of their support for international marketing efforts?
A) Only firms who pay tariffs are looked favorably upon by the host government.
B) Most countries are supportive of international marketing.
C) Most countries try to deny international marketers access to their markets.
D) Children are the largest group of consumers.
Q4) Laws in the United States control all exports of goods, services, and ideas.
A)True
B)False
Page 7
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Chapter 6: Strategic Planning
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Q1) Which of the following does not describe a policy to help diffuse the emergence of the NIH syndrome?
A) Ensure that local managers participate in the development of marketing strategies.
B) Dictate to the local markets the philosophy of the global headquarters.
C) Encourage local managers to generate ideas for possible global use.
D) Maintain a product portfolio that includes locals as well as regional and global brands.
Q2) Global marketing can be seen as a culmination of a process of international market entry and expansion.
A)True
B)False
Q3) ____________ takes advantage of the marketer's real or perceived uniqueness on elements such as design or after-sales services.
A) Posterization
B) Flamboyance
C) Situational comedy
D) Differentiation
Q4) Why is strategic planning critical in global marketing?
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Chapter 7: Marketing Organization, Implementation, and Control
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Q1) A customer structure permits attention to be focused on products, areas or functions as it relates to the customer.
A)True
B)False
Q2) Firms may organize their operations using the customer structure, especially if the customer groups they serve are dramatically different.
A)True
B)False
Q3) Ideas which save money or time, or result in a process that is more efficient than existing ones is called:
A) great ideas.
B) best practices.
C) gold star marketing.
D) presentations.
Q4) An approach to organization that is based on geographical areas is known as:
A) geographical stratification.
B) regional outfits.
C) area structuring.
D) reallocation of company assets.
Page 9
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Chapter 8: Research
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Q1) The researcher should take another look at the research methods employed and, based on their _____, determine any necessary modifications for future projects.
A) reliability
B) reference
C) understandability
D) usefulness
Q2) Firms are increasingly recognizing that _________, such as lifestyles, attitudes, or personality, can play a major role in identifying similar consumer group in different countries.
A) culture characteristics
B) segmentation variables
C) family qualities
D) proxy variables
Q3) What are the two basic forms of research gathering methods?
A) Panel and jury of peers
B) Presentation and demonstration
C) Primary and secondary
D) Limited and scope-oriented
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Chapter 9: Market Entry and Expansion
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Q1) Portfolio investment is a way to see a company before purchasing it by looking at a group of online photos and archived company portraiture.
A)True
B)False
Q2) Very often, foreign direct investors, particularly multinational corporations, are praised by governments and individuals for bringing capital, economic activity, transferring technology and managerial skills, and one other key component to the country. What is that key component?
A) Pacing
B) Interlocking values
C) Deference
D) Employment
Q3) Describe three types of ownership in foreign direct investing.
Q4) Other external change agents include all but:
A) banks.
B) accountants.
C) the company's owner.
D) advertising agencies.
Q5) List and describe the key corporate export stages.
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Chapter 10: Product Adaptation
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Q1) A customer attaches value to a product in proportion to what?
A) The price in a competitive framework.
B) Simple economics.
C) The products perceived ability to help solve problems or meet needs.
D) Income.
Q2) Differentiation is a marketing method to:
A) get different customers to try the product.
B) achieve lasting market penetration through assumption.
C) dilate the market forces with excessive distribution.
D) help consumers distinguish between competing brands.
Q3) As a country's economy advances, what happens to buyers?
A) They are in a better position to buy and to demand more sophisticated products.
B) Their income decreases because of the glut of products on the market.
C) They become suspicious of a growing economy.
D) They disappear because culture forbids extra purchases.
Q4) The characteristics and behavior of intended customer groups are as important as governmental influences on the product adaptation decision.
A)True
B)False
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Chapter 11: Export Pricing
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Q1) Prices quoted ex-works (EXW) are when the seller agrees to place the goods at the disposal of the buyer at the specified place on the date or within the fixed period. At which point do these prices apply?
A) At the end of the contract
B) Only at the point of origin
C) Throughout the entire process
D) Before, during and after the process
Q2) How is the final price negotiated for an exported good?
A) In person or electronically
B) Through the foreign exchange commissions
C) In order of acceptance
D) Aboard the vessel
Q3) Which of the following is not a strategy described in the text to compensate for price escalation?
A) Weeding out government controls and avoiding them by entering markets through third parties.
B) Reorganize the channel of distribution
C) Adapt the product.
D) Use new or more economical tariff or tax classifications.
Q4) What is a skimming price strategy?
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Chapter 12: Marketing Communications
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Q1) What is the purpose of direct marketing?
A) To direct the activities of the advertising partners
B) To establish a relationship with a customer in order to initiate immediate and measurable responses
C) To flip the focus from pre-purchase to purchase
D) Differentiation
Q2) What are the two basic tools that an exporting international marketer in the communications effort?
Q3) Whatever the goal of the communications process, the sender needs to study receiver characteristics before encoding a message in order to achieve maximum impact.
A)True
B)False
Q4) When the exporter uses indirect exports to reach international markets, the export process is:
A) internalized.
B) externalized.
C) modified rebuy.
D) just in time.
Q5) What is the dual purpose of effective and efficient communication?
Page 14
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Chapter 13: Distribution Management
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Q1) The easiest source for the firm seeking to establish a relationship with an intermediary is to consult a trade directory.
A)True
B)False
Q2) Which of the following does an agency intermediary do?
A) Take title (temporary ownership) of the goods
B) Physically handle the goods
C) Purchase and receive the goods, warehouse and transport the goods
D) Act only to facilitate the information about the goods
Q3) Which of the following is not on the eleven C's checklist?
A) Country
B) Company objectives
C) Character
D) Capital
Q4) Which of the following is not a responsibility of an intermediary?
A) Promotional Activities
B) Financing
C) Logistics
D) Communication with retailers
Q5) How should a marketing channel be designed?
Page 15
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Chapter 14: Global Product Management and Branding
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Q1) The product development process begins with:
A) idea generation.
B) customer complaints or feedback.
C) pricing wars.
D) distribution analysis.
Q2) GM, Ford, and DaimlerChrysler have joined together to develop new concepts for use in the automotive sector. What is this agreement called?
A) Joint Operating Agreement (JOA)
B) Multi-national collusion
C) R&D Consortia
D) Vroom marketing
Q3) A lead user is an individual who uses the product after the bulk of the market segment has proved the product's worthiness.
A)True
B)False
Q4) Research and development centers are highly desirable investments by host governments.
A)True
B)False
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Chapter 15: Global Services
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Q1) Which of the following is characteristic of the typical measurement of services capacity and delivery efficiency of an international service marketer?
A) It is tactical in nature.
B) Is usually qualitative.
C) Is usually quantitative.
D) It has inert pressure.
Q2) Products are more sensitive to cultural factors than services are.
A)True
B)False
Q3) Which of the following fields is not affected by regulatory practices?
A) Banking
B) Insurance
C) Advertising
D) Accounting
Q4) Why is the service sector important in international marketing?
Q5) The rapid rise in international services marketing is the result of major shifts in the business environment and innovations in technology.
A)True
B)False
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Chapter 16: Global Logistics and Materials Management
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Q1) International logistics is the use of logic in advertising to persuade a customer to buy.
A)True
B)False
Q2) A manager has a choice between airfreight, ocean freight, pipeline, rail, and trucking when choosing the best:
A) delivery situation.
B) transportation mode.
C) modal of transport.
D) vector.
Q3) What is the greatest constraint in international ocean shipping?
A) Military maneuvers
B) Seasickness.
C) Lack of ports and port services
D) Length of time
Q4) In domestic operations, logistics decisions are guided by the experience of the manager, possible industry comparison, an intimate knowledge of trends, and the development of heuristics.
A)True
B)False
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Chapter 17: Global Pricing
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Q1) Costs are frequently used as a basis for price determination largely because they are easily measured and provide a floor under which prices cannot go in the long term.
A)True
B)False
Q2) Although it is used less often today, this form of countertrade is an arrangement whereby goods are exchanged directly for other goods of approximate equal value.
A) Factoring
B) Price sensitivity
C) Stratification
D) Barter
Q3) Uncontrolled prices can exist when sales are made by members of the multinational corporation to unrelated parties.
A)True
B)False
Q4) What is one thing that the price element of the marketing mix creates that the other three elements do not?
Q5) What are the three philosophies of transfer pricing?
Q6) What is a countertrade transaction?
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Chapter 18: Global Promotional Strategies
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Q1) What is public relations?
Q2) Which of the following is one of the coordinated approaches to panregional campaign development?
A) Socialization
B) Expert testimony
C) Budget approval
D) Frequent purchasing
Q3) The creative people in an international advertising agency must have a clear idea of the characteristics of the audience that will be exposed to the message.
A)True
B)False
Q4) Determining the target audience is one of the three basic decisions that must be made by the media planner when developing a media schedule.
A)True
B)False
Q5) Sampling is not a form of sales promotion.
A)True
B)False
Q6) Why do international marketers use advertising agencies?
Page 20
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