Marketing Strategy in Asia
Chapter Exam Questions
Course Introduction
This course explores the formulation and implementation of marketing strategies within the dynamic and diverse markets of Asia. Emphasizing both local and multinational perspectives, students analyze unique consumer behaviors, regulatory environments, and the influence of culture on marketing practices across countries such as China, India, Japan, and Southeast Asia. Topics include market entry strategies, positioning, brand management, and digital marketing trends specific to the region. Through case studies and real-world examples, the course prepares students to develop effective marketing strategies that address the complexities and opportunities present in the Asian marketplace.
Recommended Textbook
International Marketing An Asia Pacific Perspective 7th Edition by Richard Fletcher
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Page 2
Chapter 1: Rationale for International Marketing
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Q1) The transnational approach to international marketing is the most appropriate strategy for small to medium-scale exporters.
A)True
B)False
Answer: False
Q2) Which of the following is part of the universal stakeholder model?
A) Customer satisfaction
B) Employee satisfaction
C) Financial performance
D) Employee orientation
E) All of the above
Answer: E
Q3) The theory of comparative advantage is based on the idea that a country should focus on what it does best rather than trying to produce everything.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Avoiding the Pitfalls of the International Political and Legal Environment
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Q1) Discuss the different sources of political instability and types of political risk faced by international marketers.
Answer: Political instability and political risk are key concerns for international marketers. The major sources of political instability come from political sovereignty (nations exerting control over foreign businesses operating within their borders), political conflict (e.g. turmoil, internal war and conspiracy) and political intervention (host government decisions that force foreign firms to change their strategies, policies or operations). There are four main types of political risk: general instability risk (e.g. internal threats), operating risk (interference in ongoing operations such as export/import licenses), ownership risk (e.g. confiscation, nationalisation or expropriation of corporate assets), and transfer risk (affecting the ability of firms to move funds between countries or to the home country).
Q2) The combination of civic projects and investment activities will help a firm to manage the political risk in an overseas country.
A)True
B)False
Answer: True
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Page 4
Chapter 4: Catering for the Social and Cultural
Environment of International Marketing
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Q1) Which one of the following countries does NOT have a time-based view of culture but a view where the future is seen as a natural extension of the past?
A) Japan
B) Australia
C) Russia
D) Spain
E) Turkey
Q2) The approach to measuring cultural differences based on the notion that underlying cultural differences between nations are a set of variables that can be applied uniformly and that cover all dimensions of difference is referred to as the ________ approach.
A) exogenous
B) emic
C) etic
D) ethnic
E) endogenous
Q3) Bribery is an example of business customs that are not universal.
A)True
B)False
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Chapter 5: Technology Change and International Marketing
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Q1) Online reverse auctions have been developed in automotive, healthcare and other industries to help streamline procurement processes. How do they work?
A) Sellers post a product online with a 'buy it now' price.
B) Seller post a product online and buyers bid against each other until the seller accepts a price.
C) Buyers post their requirements with a floor price and suppliers offer increasingly higher prices for the stated quality and quantity.
D) Sellers post a product and price online and buyers accept that price.
E) Buyers post their requirements and a ceiling price, and then allow suppliers to offer increasingly lower prices for the stated quantity and quality.
Q2) Segmented pricing online allows an organisation to discriminate on price by geographic region.
A)True
B)False
Q3) Explain the external and internal factors that influence how consumers behave online.
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6
Chapter 6: Contemporary Environmental Variables in International Marketing
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Q1) Research shows that there is a considerable difference between the stated perceptions of corruption and the practice of engaging in corrupt activities.
A)True
B)False
Q2) Views of ethical behaviour differ and in some countries bribery is seen as an accepted business practice. From a universalist perspective, bribery would be regarded as:
A) acceptable if it leads to an opening into a new market.
B) acceptable if it is customary in the host country.
C) unacceptable under any circumstances.
D) acceptable if it is going to benefit the organisation.
E) acceptable if it is beneficial to both parties.
Q3) How have recent global health threats impacted on international marketing activities? Outline some of the opportunities and threats that such health threats pose for international marketers.
Q4) Geography and climate can play a role in consumer preferences and behaviours. Explain how you would cater for these differences as an international marketer. Use examples such as food and beverage, clothing and shelter.
Page 7
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Chapter 7: Research in International Markets
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Q1) When firms open in international markets, the competition is likely to be from
A) firms that receive government protection.
B) substitute products.
C) local firms
D) all of the above
E) options A and B only
Q2) Export marketing assistance is one of the government assistance programs designed to increase export opportunities.
A)True
B)False
Q3) Specific issues related to primary research in an overseas market can include:
A) language and comprehension.
B) respondent bias.
C) willingness to respond.
D) interaction bias.
E) all of the above.
Q4) Secondary data is data which is already in existence and is collected externally.
A)True
B)False
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Chapter 8: International Market Selection and Entry
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Q1) The OLI paradigm describes the degree to which the firm has advantages due to its ownership, location and information technology.
A)True
B)False
Q2) Which of the following is NOT a component of the five-stage overseas market selection process?
A) market responsiveness
B) characteristics of the market
C) domestic regulations and management preferences
D) competitive environment
E) initial entry assessment
Q3) Preliminary market screening involves:
A) filtering markets through a succession of criteria.
B) examining the match between market opportunities and company strengths.
C) looking at countries in terms of the risk in the business environment.
D) all of the above.
E) options A and B only.
Q4) The strategic alliance is relationship-based and provides benefits to the participants. Discuss the five theoretical underpinnings underlying strategic alliances.
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Chapter 9: International Competitive Strategy
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Q1) The distinguishing feature of a dominant firm is that it holds a significantly higher market share than its other competitors in the market.
A)True
B)False
Q2) Under Porter's three competitive strategies of cost leadership, differentiation and focus, it is not possible for a firm to have a combination of high differentiation strategy and focus strategy at the same time.
A)True
B)False
Q3) Where a dominant firm wishes to hold its position in the market it should:
A) manage the market.
B) reinforce market perceptions.
C) be bold in everything it does.
D) all of the above.
E) options A and B only.
Q4) What are some major advantages and disadvantages of niching in international marketing?
Q5) Explain the STP approach and list its six steps.
Q6) Discuss the trade-offs between standardisation and adaptation.
Page 10
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Chapter 10: Internationalization, Relationships and Networks
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Q1) Explain how a firm's international corporate social responsibility is influenced by its international networks.
Q2) A 'late starter' firm is one which has a considerable amount of international expertise and is therefore likely to experience little difficulty in entering a country's networks.
A)True
B)False
Q3) Outline the four key approaches to internationalisation. Give examples of each approach in action.
Q4) 'Activity links' refers to:
A)the flow of goods and services across the network
B)the ability of members of a network to interact on a commercial basis
C)the interpersonal contacts between those involved in partner relationships
D)the financial, commercial, technical and administrative links formed between companies as part of their interactions
E)the exchanges which occur between different network members
Q5) Explain the concept of guanxi and why it is important for the development of international marketing relations.
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Chapter 11: Globalization
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Q1) Which of the following is not one of the forces triggering globalisation?
A)Reduction in barriers to trade and investment
B)Improvements in communication
C)Global advertising
D)Integration of world financial markets
E)Market liberalisation and privatisation
Q2) Sheth and Parvatiyar (2001) and Segal-Horn (2002) suggest that there are ________ major forces for global integration.
A)Three
B)Five
C)Six
D)Four
E)Seven
Q3) Outline the steps that need to be taken in developing a global strategy. Take a product or company of your choice and show how these steps are implemented in practice.
Q4) Discuss the relationship between globalism and glocalisation.
Q5) Outline the key trends in globalisation and give examples of companies that have taken advantage of these trends to expand their business.
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Chapter 12: Planning for Effective International Marketing
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Q1) Which of the following is the systematic methodology for charting the 'big issue' future of an organisation?
A) Strategic planning
B) Vision
C) Strategy
D) Action plan
E) Mission
Q2) A firm's vision can be described as the:
A) milestones for achieving strategic success in international markets.
B) type of business that the firm wants to be in.
C) evaluation of the strategic options.
D) intention for the firm for its future, and what it takes to succeed.
E) all of the above.
Q3) A firm's corporate objectives usually include a mission statement and objectives reflecting financial growth, new business and new markets.
A)True
B)False
Q4) Discuss why international marketers make use of scenario planning and discuss the essential steps involved.
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Chapter 13: Modifying Products for International Markets
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Q1) Identify the key elements of a firm's value chain, and explain why a strong value chain might be important to an international trading firm.
Q2) Building a global brand usually involves:
A) determining what brand image to project.
B) creating economies of scale in advertising.
C) the convergence of consumer tastes internationally.
D) creating a standardised product.
E) all of the above.
Q3) How might a firm redefine its business when entering international markets?
Q4) With transaction-related products, the information search is conducted physically, but actual consumption of the product or service is online.
A)True
B)False
Q5) The participative strategy for cross-fertilising innovation encourages various national units in the organisation to learn from each other. The international manager cross-fertilises the ideas but contributes nothing of his or her own.
A)True
B)False
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Chapter 14: International Pricing for Profit
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Q1) From the buyer's perspective, which method of payment is the most advantageous?
A) cash in advance
B) documents against acceptance
C) open account
D) letter of credit
E) consignment
Q2) The price that an international buyer pays for the product, or sees being demanded for a product, becomes the ________ price against which other products are likely to be evaluated.
A) hidden
B) seasonal
C) reference
D) comparative
E) discount
Q3) In deciding which method of payment to accept, the exporter should consider:
A) the creditworthiness of the importer.
B) the credit terms offered by competitors.
C) the previous track record of the importer in meeting payment obligations.
D) all of the above.
E) options A and B only.
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Chapter 15: Promotion in International Marketing
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Q1) Which of the following statements is FALSE?
A)In high context cultures communications should state the obvious rather than imply it
B)Major constraints in international marketing communication include language difficulty, marketing acceptability and media availability
C)In low context cultures the written word is more important than the social context that surrounds a communication
D)Translation of words from one language to another does not guarantee that the same message is being communicated
E)To minimise the impact of culture on international marketing communication it is necessary to establish a common frame of reference
Q2) In the management of promotional communication, problems to be solved include:
A)Copy strategy
B)Brand awareness
C)Availability of media
D)Buyer habits
E)All of the above
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Chapter 16: Effective International Distribution
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Q1) Discuss the management implications of selecting and managing a channel intermediary in another country.
Q2) It is necessary from the outset to reach a clear understanding with the distribution agent as to how his performance will be measured. This measurement could be on the basis of the:
A)Annual growth rates
B)Extent to which floor or shelf space has been secured for the product
C)Number of times inventory turns over per annum
D)Market share and sales volume
E)All of the above
Q3) Manufacturing overseas can take a variety of forms. These include:
A)Joint venture and acquisition
B)Assembly and contract manufacture
C)Franchising
D)All of the above
E)Options A and B only
Q4) How has the growth of the internet changed distribution approaches for firms looking to expand internationally? What opportunities and threats do these changes present? Use examples in your discussion.
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Chapter 17: Marketing Services and Projects Overseas
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Q1) Because services cannot be saved or stored, it is necessary to devise strategies to cope with fluctuating demand. This characteristic of services is referred to as simultaneity (inseparability).
A)True
B)False
Q2) The SERVQUAL model has five elements of service quality, which of the following is NOT one of them?
A)Reliability
B)Assurance
C)Tangibles
D)Consumption
E)Empathy
Q3) One of the unique characteristics of services products is that of simultaneity (inseparability), which occurs because:
A)The high people content can cause variability in product quality
B)Services cannot be saved or stored
C)Services cannot be separated from the physical goods
D)Fluctuating demand often requires special staffing strategies
E)None of the above
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Page 18
Chapter 18: International Marketing in the Decade Ahead
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Q1) Traditionally, the basis for international market segmentation has been cultural groupings.
A)True
B)False
Q2) Disproportionate income distribution is a common challenge in developed markets.
A)True
B)False
Q3) BOP consumers tend to have a 'just in time' philosophy regarding purchases.
A)True
B)False
Q4) Price is the most important consideration for consumers in BOP markets.
A)True
B)False
Q5) Sources of market growth in the coming decade is expected to come from the BRICS group. Which countries are the members of this group?
A) Britain, Russia, Ireland, Canada and Spain
B) Brazil, Romania, Indonesia, Chile and South Korea
C) Bolivia, Rwanda, Iran, Czech Republic and Slovakia
D) Brazil, Russia, India, China and South Africa
E) Belarus, Russia, Iran, China and South Korea
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