Strategic Marketing Management Study Guide
Questions
Course Introduction
Strategic Marketing Management explores the development, implementation, and analysis of marketing strategies that drive organizational success in competitive environments. This course examines how firms identify market opportunities, create value propositions, segment and target markets, and position their offerings effectively. Students will learn to integrate market research, consumer behavior, branding, and digital marketing into strategic decision-making. Through case studies, real-world projects, and critical analysis, participants will gain skills to assess the external environment, allocate resources, and measure marketing performance, preparing them to lead strategic marketing initiatives in diverse industries.
Recommended Textbook
Global Marketing 8th Edition by
Warren J. Keegan
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17 Chapters
1527 Verified Questions
1527 Flashcards
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Page 2
Chapter 1: Introduction to Global Marketing
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Sample Questions
Q1) Nike dropped their well-known tag line "Just do it" in advertising women's clothing in Europe and replaced it by the slogan "Here I am" since college-age women in Europe are not as competitive about sports as men are.
A)True
B)False
Answer: True
Q2) The market development strategy involves seeking new customers by introducing existing products or services to a new market segment.
A)True
B)False
Answer: True
Q3) Coca-Cola achieved success in the Japanese market primarily by:
A) standardization of marketing mix elements.
B) global localization.
C) vending machine operations.
D) selecting market mix options.
E) homogenization.
Answer: B
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Chapter 2: The Global Economic Environment
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Sample Questions
Q1) Porsche relies on currency hedging rather than price increases in order to:
A) boost pretax profits on sales of its automobiles.
B) balance the relative value of the dollar compared to the euro.
C) protect all earnings from foreign-exchange movements.
D) generate about 45% of its sales in the United States.
E) A, B, and C
Answer: E
Q2) Traditionally economists identified main types of economic systems,which include all of the following except:
A) market capitalism.
B) market socialism.
C) centrally planned socialism.
D) centrally planned capitalism.
E) centrally planned nationalism.
Answer: E
Q3) Today,market capitalism is widely practiced around the world,most notably in North America and the European Union.
A)True
B)False
Answer: True
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Chapter 3: The Global Trade Environment
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Sample Questions
Q1) The form of economic cooperation that calls for countries to eliminate all internal barriers to trade among themselves even while maintaining independent trade policies vis-à-vis third countries is known as a(n):
A) Economic union.
B) Customs union.
C) Free trade area.
D) Common market.
E) None of the above
Answer: C
Q2) Competing ideologies in South America help explain why intraregional trade is yielding more benefits.
A)True
B)False
Answer: False
Q3) Coca-Cola had to delay launching its Powerade sports drink in Europe due to the lack of uniform food safety laws in the European Union.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Social and Cultural Environments
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Sample Questions
Q1) To speed adoption of a new product,the marketing team should:
A) ensure that features and benefits can be communicated or demonstrated.
B) design the maximum amount of complexity into the product.
C) discourage limited use on a "trial" basis.
D) attempt to make a clean break with existing customer values.
E) rely heavily on word-of-mouth marketing.
Q2) A sense of shame leads to sensitivity in social contacts within high-performing Asian countries such as Hong Kong,Taiwan,and Japan.
A)True
B)False
Q3) Long-term values include all of the following except:
A) dynamism.
B) persistence.
C) sense of shame.
D) thrift.
E) ordering relationships.
Q4) Hofstede considers culture as "the collective programming of the mind," which makes it necessary to look at the attitudes,beliefs,and values.Giving an example of a country,explain how these attributes are so important.
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Chapter 5: The Political, Legal, and Regulatory Environments
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Q1) To establish ownership of a written,recorded,performed,or filmed creative work,it is necessary to apply for and be granted a patent.
A)True
B)False
Q2) A key issue is global patent protection for software.Although copyright law protects the computer code,it does not apply to the idea embodied in the software.
A)True
B)False
Q3) The U.S.Justice Department objected to a recent patent license agreement between S.C.Johnson & Sons and Bayer AG.The antitrust unit at the Justice department objected to:
A) the duration of the license.
B) the amount of royalties Johnson agreed to pay.
C) Bayer's attempts to circumvent FDA policies.
D) the exclusive nature of the license agreement.
E) the hostile arrangement between Bayer and Johnson.
Q4) Kleptocracy refers to rampant corruption and bribery.
A)True
B)False
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Chapter 6: Global Information Systems and Market Research
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Sample Questions
Q1) 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.
Q2) Direct sensory perception provides a vital background for the information that comes from human and documentary sources since:
A) it provides secondhand information.
B) it is easy and the most economical way of collecting data.
C) it means firsthand seeing, feeling, hearing, smelling, and tasting.
D) it involves reading and reviewing documents.
E) top executives are involved in getting firsthand information.
Q3) The term "Safe Harbor" agreement applies to privacy issues pertaining to the companies that wish to transfer data to the United States from Europe.
A)True
B)False
Q4) What is meant by Comparative Analysis and Market Estimation by Analogy? How can these be helpful in marketing research?
Page 8
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Chapter 7: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Which of the following is generally true about the marketing of high-touch products such as fine china and crystal?
A) It relies equally on specialized information and image.
B) It relies less on image and more on specialized information.
C) It relies less on specialized information and more on image.
D) Neither image nor specialized information is relevant to the marketing of high-touch products.
E) It relies partially on specialized information and partially on image.
Q2) India is the world's fastest growing cell phone market with the industry expanding at a rate of 50% annually with 5 million new subscribers added every month.This is an indication of continued private-sector growth.
A)True
B)False
Q3) The vast majority of India's population comprises a "bullock cart" segment whose households lack most comforts but typically owns a television.
A)True
B)False
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9
Chapter 8: Importing,Exporting,and Sourcing
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Q1) Why does the tariff system vary from country to country? Explain,giving examples of tariffs imposed by the United States with particular emphasis on preferential tariffs.What are the conditions under which GATT allows the use of preferential tariffs?
Q2) Tariffs can be thought of as the "three R's" of global business: rules,rigor,and regulations of individual countries.
A)True
B)False
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) In his 2010 State of the Union address,U.S.President Barack Obama vowed to double U.S.exports by 2015.To this end,President Barack Obama created a National Export Initiative and established the President's Export Council.What is meant by export marketing and export selling?
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Chapter 9: Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
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Sample Questions
Q1) Which of the following does not fit into the sequence of experiences Anheuser-Busch had in Japan?
A) Anheuser-Busch first entered Japan by means of a licensing agreement with Suntory, the smallest brewery in Japan.
B) Anheuser-Busch created a joint venture with Kirin Brewery, the market leader.
C) Anheuser-Busch dissolved the joint venture with Kirin Brewery.
D) Anheuser-Busch entered into a joint venture with Kirin Brewery.
E) Anheuser-Busch reverted to a licensing agreement with Kirin Brewery.
Q2) The terminology used to describe the new forms of cooperation strategies varies widely and the phrases used include all of the following except:
A) collaborative agreements.
B) strategic alliances.
C) global strategic partnerships.
D) strategic international alliances.
E) Greenfield operations.
Q3) Nike provides technical specifications to a subcontractor or local manufacturer for its products.What is this arrangement called and what are its major benefits and drawbacks?
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Chapter 10: Brand and Product Decisions in Global Marketing
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Sample Questions
Q1) A global brand begins with the foundation of value.
A)True
B)False
Q2) Global marketers must understand the importance of visual aesthetics embodied in the color or shape of a product,label,or package.Which of the following statements is not true regarding the use of color in selected countries?
A) Yellow color on Caterpillar's earthmoving equipment is acceptable worldwide.
B) Packaging aesthetics are particularly important to the Japanese.
C) White color is associated with death and bad luck in some Asian countries.
D) The red Marlboro color had to be changed in some Asian countries.
E) Chinese consider the red color to be lucky.
Q3) Example of a "brand symbol" includes all of the following except:
A) date of manufacture on Coca-Cola cans.
B) the wave that appears on red Coke cans and bottle labels.
C) non-word marks such as the Nike swoosh.
D) three-pronged Mercedes star.
E) McDonald's golden arches.
Q4) What are brands,and what are their functions in global marketing? How do brands develop their image,identity,and equity? Are global product and global brands the same?
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Chapter 11: Pricing Decisions
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Sample Questions
Q1) Despite the high expenses associated with operating elegant stores and purchasing advertising space in upscale magazines,the premium retail prices that luxury goods like Louis Vuitton command translate into handsome profits.The Louis Vuitton brand alone accounts for 60% of LVMH's operating profit.On the other hand,Louis Vuitton spends $10 million annually battling:
A) EU regulations.
B) counterfeiters in countries such as Turkey, South Korea, & Italy.
C) competitors in European countries.
D) suppliers of needed materials.
E) export freight and taxes.
Q2) One of the highest profile companies,PepsiCo,which has done business in the Soviet and post-Soviet market for decades,has used this form of countertrade:
A) switch trading.
B) barter.
C) offset.
D) compensation trading.
E) counterpurchase.
Q3) Why is compensation trading also called a "buyback?" How does it differ from switch trading?
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Page 13
Chapter 12: Global Marketing Channels and Physical Distribution
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Sample Questions
Q1) Which of the following is an appropriate guideline for companies selecting independent distributors in international markets?
A) Select distributors; don't let them select you.
B) Look for distributors capable of developing markets.
C) Treat local distributors as long-term partners.
D) Maintain control over marketing strategy from day one.
E) All of the above are appropriate guidelines.
Q2) The retail environment in developing countries presents challenges for marketing nonperishable items.In Mexico,Proctor & Gamble,Unilever,Colgate-Palmolive,and other global consumer product companies use ________ for their products.
A) door-to-door selling
B) buy-in-bulk selling
C) mom-and-pop stores
D) franchised stores
E) manufacturer-owned stores
Q3) Dell's rise to a leading position in the global PC industry was based on Michael Dell's decision to bypass conventional channels by selling direct and by customizing computers.Discuss the importance of channel innovation,giving examples of piggyback marketing in emerging markets.
Page 14
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Chapter 13: Global Marketing Communications Decisions I:
Advertising and Public Relations
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Q1) Any company that is increasing its activities outside the home country can utilize PR personnel as boundary spanners between the company and employees,unions,stockholders,customers,the media,financial analysts,governments,or suppliers.
A)True
B)False
Q2) What issues must be considered in selecting an advertising agency for global advertising?
Q3) When creating global advertising,it is important to remember that the "advertising appeal" should be based on the agency's understanding of the target audience's buying motives.
A)True
B)False
Q4) Some of the world's most memorable advertising campaigns originate from "big" ideas with an unlimited number of new executions.Such a campaign is said to have "legs."
A)True
B)False
Page 15
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Chapter 14: Global Marketing Communications Decisions II:
Sales Promotion, personal Selling, and Special Forms of Marketing Communication
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Sample Questions
Q1) A marketer of fine French cognac offers fancy cigar ashtrays as prizes to consumers who correctly solve a crossword puzzle.Which of the following most accurately describes this offer?
A) price promotion
B) non-price promotion
C) trade sales promotion
D) sweepstakes promotion
E) sampling
Q2) Celeste Atkinson is a lifestyle and entertainment manager for Audi,and her job is to create buzz by ensuring that vehicles such as the Audi A8L and the S8 sports sedan figure in paparazzi photos.This is referred to as:
A) lifestyle placement.
B) blockbuster placement.
C) promotion placement.
D) product placement.
E) photo placement.
Q3) On a per capita basis,German consumers are world-leader mail-order shoppers.
A)True
B)False
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Chapter 15: Global Marketing and the Digital Revolution
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Sample Questions
Q1) In every industry,companies are embedded in a(n)________,which has a cost structure associated with it that dictates the margins needed to achieve profitability.
A) innovator's dilemma
B) transaction
C) URL
D) value network
E) digital network
Q2) Cloud-based music services are expected to have a major impact on the mobile music business.The reason for their popularity includes all of the following except:
A) they are a hybrid between subscription and online store business.
B) this new approach addresses some of the shortcomings of the existing methods.
C) they offer users a music locker "in the cloud."
D) music services can be purchased from a variety of mobile devices.
E) the pricing schemes for various services are simple.
Q3) Disruptive technologies enable something to be done that was previously deemed impossible.
A)True
B)False
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Chapter 16: Strategic Elements of Competitive Advantage
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Q1) "Hypercompetition" is a term that describes a business environment of escalating rivalry characterized by rapid product innovation and short product life cycles.
A)True
B)False
Q2) 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.
Q3) Volkswagen strategy to become the world's number one automaker by 2018 included all of the following except:
A) build a U.S. plant, in Westmoreland, Pennsylvania.
B) assemble cars at the plant in Chattanooga, Tennessee.
C) increase production of Passat sedans in the United States.
D) overtake Toyota to become the number one automaker.
E) overtake GM to become the number one automaker.
Q4) Microsoft and Intel are two companies that illustrate the concept of "bargaining power of suppliers" in Porter's five forces model of industry competition.
A)True
B)False
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Page 18
Chapter 17: Leadership, Organization, and Corporate Social Responsibility
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Sample Questions
Q1) Which global company has dissolved its matrix structure in order to achieve "greater speed and efficiency by further focusing and flattening the organization"?
A) Whirlpool
B) Levi Strauss
C) Pearson PLC
D) ABB
E) Gillette
Q2) In contrast to the lean producers,U.S.mass producers typically maintain operations that involve all of the following except:
A) less mechanization.
B) greater labor direct content.
C) divide employees with no overlap.
D) limited quality control.
E) employee teamwork.
Q3) One of the Corporate Social Responsibility (CSR)initiatives by IKEA's primary carpet supplier in India is to sponsor bridge schools intended to reduce child labor in India's carpet industry.
A)True
B)False
Page 19
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