Marketing in Emerging Markets
Midterm Exam
Course Introduction
Marketing in Emerging Markets explores the unique challenges and opportunities that businesses face when entering and growing within rapidly developing economies. This course examines the cultural, economic, political, and technological factors that influence consumer behavior and marketing strategies in diverse regions such as Asia, Africa, Latin America, and Eastern Europe. Students will analyze real-world case studies to understand market segmentation, branding, distribution channels, and digital marketing in emerging contexts. By the end of the course, participants will develop the skills to devise adaptable and effective marketing plans tailored to the dynamic environments of emerging markets.
Recommended Textbook
Global Marketing 9th Edition by Warren
J. Keegan
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17 Chapters
1689 Verified Questions
1689 Flashcards
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Page 2
Chapter 1: Introduction to Global Marketing
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Sample Questions
Q1) The Coca-Cola Company has convincingly demonstrated that the ability to think globally and act locally can be a source of competitive advantage. Justify this statement using examples.
Answer: Coke achieved success in Japan by spending a great deal of time and money to become an insider. The company built a complete local infrastructure with its sales force and vending machine operations. Coke's success in Japan is a function of its ability to achieve "global localization," being as much of an insider as a local company but still reaping the benefits of worldwide operations. The company is adept at adapting sales promotion, distribution, and customer service efforts to local needs. Coke has become one of the brands that have spent time and money getting this experience in unknown territories.
Q2) Starbucks dropped the word "Coffee" from its logo. This is an example of:
A)Standardization.
B)Adaptation.
C)Diversification.
D)Automation.
E)Modernization.
Answer: C
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Page 3
Chapter 2: The Global Economic Environment
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Sample Questions
Q1) The newly independent countries of the former Soviet Union present an interesting situation: income is declining, and there is considerable economic hardship. The potential for disruption is certainly high. Are these disruptions problem cases, or are they attractive opportunities with good potential for moving out of the low-income category?
Answer: These countries are good example of risk-reward trade-off. Many companies have taken the plunge, but many others are still assessing whether to take risk. Belarus and Turkmenistan are rated quite low in the rankings in terms of economic freedom. Russia itself has slipped within the upper-middle-income category. However, there are still some former Soviet-dominated countries which have opportunities for economic growth. It much depends on the actions taken by the Soviet republic. For example, the launching of a military action in Georgia creates a ripple effect and causes economic and political instability.
Q2) The World Bank has developed a four-category classification system for stages of marketing development which uses per capita gross national income (GNI)as a base.
A)True
B)False
Answer: True
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Page 4
Chapter 3: The Global Trade Environment
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Sample Questions
Q1) Other than tariffs, there are certain problems that restrict free trade between the European Union and the United States which includes all of the following except:
A)use of genetically modified agricultural products.
B)product labeling.
C)Hollywood movie domination.
D)Internet usage.
E)cultural diversity.
Answer: D
Q2) The WTO's neutral trade experts also serve as mediators in global trade disputes.
A)True
B)False
Answer: True
Q3) Despite trade agreements, attempts to achieve integration in Central America have been described as uncoordinated, inefficient, and costly. There are still tariffs on imports of sugar, coffee, and alcoholic beverages.
A)True
B)False
Answer: True
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Chapter 4: Social and Cultural Environments
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Sample Questions
Q1) When John Brooks, a defender on the U.S. men's national soccer team, scored the winning goal against Ghana late in a first-round game of the Fédération Internationale de Football Association (FIFA)2014 World Cup at Arena Amazonia, nearly 16 million American TV viewers were tuned in. Considering this statement, which of the following statements is incorrect?
A)The record-setting television audience for World Cup 2014 provided evidence of soccer's growing popularity in the United States.
B)The victory in Brazil was especially sweet because Ghana's Black Stars was the team that had defeated the Americans in a second-round game at the 2010 World Cup in South Africa.
C)Ghana had ended Team USA's hopes in the 2006 World Cup in Germany.
D)The U.S. team lost to Portugal in the game that attracted nearly 25 million American TV viewers.
E)FIFA has chosen Total Apparel Group (TAG)to boost soccer's visibility and popularity among Americans.
Q2) What are some of the salient characteristics and differences between high- and low-context cultures?
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Page 6
Chapter 5: The Political, Legal, and Regulatory
Environments
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Sample Questions
Q1) As part of their alliance relationship, Northwest Airlines and KLM Royal Dutch set air fare prices jointly and coordinate flight schedules. Normally, such behavior would be considered harmful to competition, but the U.S. government has granted the two airlines special exemptions from laws concerning:
A)intellectual property.
B)antitrust.
C)jurisdiction.
D)licensing.
E)arbitration.
Q2) Trade secrets are confidential information or knowledge that has commercial value, is in the public domain and for which steps have been taken to keep it secret.
A)True
B)False
Q3) In France, laws forbid the use of foreign words such as le weekend or le marketing in official documents.
A)True
B)False
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Page 7
Chapter 6: Global Information Systems and Market Research
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Sample Questions
Q1) A marketer of breakfast cereals might send researchers to preselected households at 6 a.m. to watch families go about their morning routines.
A)True
B)False
Q2) Which of the following is not true of secondary data about global markets?
A)It was not gathered specifically for the research project at hand.
B)It is often so expensive that small companies can't afford to use it.
C)It can be accessed quickly.
D)A great deal is available from government agencies.
E)It cannot be retrieved online.
Q3) What is the difference between emic and etic analysis? Explain with examples as to how these analyses can be used in marketing research.
Q4) What are "interdependence techniques" in the analysis of data? What type of measurement is possible with this technique, and what are different methods that are used in marketing research?
Q5) Global competition intensifies the need for effective MIS and business intelligence that are accessible throughout the company. How can IT provide valuable tools in fulfilling this need as well as conducting global marketing research?
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Chapter 7: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Middle eastern airlines have encountered some opposition. United Continental, American Airlines, and Delta have filed complaints with the US Government that the state-owned carriers are benefiting from substantial government subsidies.
A)True
B)False
Q2) Due to globalization, "it is a small world after all." Also, vast scale migration of populations due to various reasons, including opportunities, has created large segments of ethnic population. Considering these facts, highlight the ethnic segmentation and its importance.
Q3) A global segment is referred to as "global teens" which includes:
A)people between the ages of 12 and 19.
B)affluent, well-traveled persons.
C)young, global travelers.
D)technology professionals.
E)persons having power.
Q4) By 2030, 30 percent of the U.S. population will be 65 years or older versus 13 percent today.
A)True
B)False
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Chapter 8: Importing, Exporting, and Sourcing
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Sample Questions
Q1) The four tigers-Singapore, South Korea, Taiwan, and Hong Kong-learned from the Japanese experience and built strong export-based economies of their own.
A)True
B)False
Q2) Which of the following receives a fee for bringing together an exporter and a buyer in another country?
A)foreign purchasing agent
B)export broker
C)export merchant
D)export management company
E)freight forwarder
Q3) When Honda's U.S. manufacturing subsidiaries purchase parts from Japan, customs authorities in the United States have the right to scrutinize the transfer price to make sure it is a fair reflection of market value.
A)True
B)False
Q4) Exporting is considered as essentially a developmental process. What are the stages in which this process can be divided?
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Chapter 9: Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
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Sample Questions
Q1) McDonald's and other fast food restaurants have benefitted tremendously by using franchising as a mode of entry into different countries. What are the benefits of franchising and how does it differ from other modes of entry?
Q2) A joint venture with a local partner represents a more extensive form of strategy that is similar to exporting and licensing.
A)True
B)False
Q3) Japanese keiretsu executives can legally sit on each other's boards, share information, and coordinate prices in closed-door meetings of "presidents' councils."
A)True
B)False
Q4) Critics warn that employees of a company that become reliant on an outside supplier for critical components will:
A)encourage outsourcing
B)become used to value-added components
C)lose expertise and engineering skills
D)use time for developing other skills
E)look for employment with competitors
11
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Chapter 10: Brand and Product Decisions in Global Marketing
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Sample Questions
Q1) Which of the following statements is not an example of local products or brands?
A)Coca-Cola developed several branded drink products for Japan.
B)Coca-Cola markets Kinely brand bottled water in India.
C)BMW uses "the ultimate driving machine" slogan in India.
D)Diageo PLC markets Gordon's Edge, a gin-based ready-to-drink beverage in the United Kingdom.
E)Coca-Cola developed a noncarbonated, ginseng-flavored beverage for Japan.
Q2) Intangible product attributes, include the status associated with product ownership, a manufacturer's service commitment, and a brand's overall reputation or mystique
A)True
B)False
Q3) What is the significance of innovation in global marketing? Describe different categories of innovation with examples.
Q4) Microsoft's Windows 7 operating system was launched in 2009 with the user-centric global advertising campaign keyed to the theme "I'm a PC, and Windows 7 was my idea."
This is an example of the dual-extension strategy.
A)True
B)False
Page 12
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Chapter 11: Pricing Decisions
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Sample Questions
Q1) If company managers decide to set the export price for a particular product at an amount equivalent to the home-country price, they would be using which approach to pricing?
A)ethnocentric
B)polycentric
C)regiocentric
D)geocentric
E)extension pricing
Q2) If the manufacturer of a sophisticated new consumer electronics product determines that many target consumers qualify as "innovators" and "early adopters" with relatively inelastic demand curves, the company should use the ________ pricing strategy.
A)gray market
B)skimming
C)penetration
D)market holding
E)cost-based
Q3) If a Lexus car is priced in U.S. dollars and sold at the dollar converted price in Indian rupees, what problems can be expected? What is the difference between ethnocentric, polycentric and geocentric pricing?
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Chapter 12: Global Marketing Channels and Physical Distribution
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Sample Questions
Q1) Peer-to-peer (p-to-p)marketing uses distribution channels through:
A)business-to-consumers.
B)electronic commerce.
C)business-to-business.
D)door-to-door.
E)manufacturer-to-wholesalers.
Q2) Sales representatives in which Japanese industry cultivate close, long-term relations with customers by selling door-to-door?
A)consumer electronics
B)pharmaceuticals
C)automobiles
D)soft drinks
E)groceries
Q3) Hypermarkets are a hybrid retailing format combining the discounter, supermarket, and warehouse club approaches under a single roof.
A)True
B)False
Q4) What are global retail categories? Describe these categories giving examples.
Page 14
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Chapter 13: Global Marketing Communications Decisions I:
Advertising and Public Relations
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Sample Questions
Q1) A global company that has the ability to successfully transform a domestic campaign into a worldwide one or to create a new global campaign from the ground up possesses a critical marketing advantage. Explain this statement in light of the global advertising.
Q2) Partial nudity and same-sex couples are seldom seen in ads in Latin America and Europe.
A)True
B)False
Q3) As companies recognize and embrace new concepts such as the globalization of "the coffee culture," the potential for effective global advertising:
A)decreases.
B)increases.
C)remains the same.
D)becomes evident.
E)is ignored.
Q4) India leads the world in terms of watching the most television; daily viewership is 5 hours, 39 minutes each day.
A)True
B)False
Page 15
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Chapter 14: Global Marketing Communications Decisions 2:
Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
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Sample Questions
Q1) Starbucks dispatches "Chill Patrols" in the summertime to pass out samples of ice-cold Frappuccinos to overheated commuters during rush hour in busy metropolitan areas. This is an example of "point-of-dirt" sampling.
A)True
B)False
Q2) Direct marketing and mass marketing are becoming a very popular method for communicating with consumers. Giving reasons for their worldwide popularity, show the differences between direct and mass marketing.
Q3) To fight counterfeiting, the "Disney Magical Journey" promotion was keyed to mail-in hologram stickers on imitation Disney products.
A)True
B)False
Q4) Describe how Red Bull's creator trusted his entrepreneurial instincts instead of relying on traditional marketing research to make it so globally successful.
Q5) From the point of view of the marketer, sales promotion provides accountability.
A)True
B)False
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Chapter 15: Global Marketing and the Digital Revolution
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Sample Questions
Q1) Amazon.com, the leading Internet bookseller, allows users to purchase books, CDs, and other products online. Amazon.com is primarily a(n)________ site.
A)promotion
B)content
C)transaction
D)execution
E)cyber
Q2) Today, almost 3 billion people-nearly half of the world's population-are using the Internet.
A)True
B)False
Q3) How can Web sites be classified? Show how different companies fall under different categories.
Q4) The domain name for Amazon.com for Germany is:
A)amazon.com.gm.
B)amazon.gr.
C)amazon.ge.
D)amazon.de.
E)amazon.gm.
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Chapter 16: Strategic Elements of Competitive Advantag
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Q1) Michael E. Porter, a leading theorist of competitive strategy, developed a five forces model to explain competition in an industry. List these forces and describe the impact of the threat of new entrants.
Q2) The nature of firm strategy, structure, and rivalry is the final determinant of a nation's diamond. What does this statement refer to? How does domestic rivalry differ from foreign rivalry? Please explain in detail.
Q3) Francisco Martínez is CFO of Comercial Mexicana SA, a retail chain in Mexico. Commenting on Walmart's entry into Mexico, Mr. Martínez notes, "I buy 20,000 plastic toys, and Walmart buys 20 million. Who do you think gets them cheaper?" Which strategic principles are evident in this comment?
A)Walmart's buyer power and cost leadership
B)Walmart's barriers to entry and differentiation
C)Walmart's loose bricks and switching costs
D)Walmart's focused differentiation and supplier power
E)Walmart's discount policies for customers
Q4) A useful way of gaining insight into competitors is through industry analysis.
A)True
B)False
Q5) How do chance events play a role in shaping the competitive environment?
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Chapter 17: Leadership, Organization, and Corporate Social Responsibility
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Sample Questions
Q1) Which of the following is not the way U.S. auto mass producers operate?
A)greater labor content
B)less mechanization
C)less flexible mechanization
D)divide employees in discrete specialties
E)lack of employee teamwork
Q2) Nike came under fire from critics who alleged poor working conditions in the factories that make the company's athletic shoes.
A)True
B)False
Q3) Being socially responsible is the only the right thing to do; it can distinguish a company from its industry peers.
A)True
B)False
Q4) Indra Nooyi, chair and chief executive of PepsiCo, is among the corporate leaders who are not native to the headquarters country.
A)True
B)False
Q5) What is a matrix organization? Describe giving examples.
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