Strategic Marketing
Test Questions
Course Introduction
Strategic Marketing explores the processes and methodologies organizations use to identify, create, and sustain competitive advantage in dynamic markets. The course examines market analysis, segmentation, targeting, and positioning, and integrates these concepts with effective branding, product development, pricing, distribution, and communication strategies. Through case studies and real-world scenarios, students develop skills in market research, strategic planning, and decision-making, enabling them to design and implement marketing strategies that align with organizational objectives and respond to changing consumer needs and competitive pressures.
Recommended Textbook
Global Marketing 8th Edition by Warren J. Keegan
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Page 2
Chapter 1: Introduction to Global Marketing
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Sample Questions
Q1) Ethnocentric companies that conduct business outside the home country adhere to the notion that the products that succeed in the home country will succeed anywhere.
A)True
B)False
Answer: True
Q2) Two decades ago,professor Ted Levitt wrote a classic Harvard Business Review article titled "The Globalization of Markets." Which of the following statements about the author and the article is accurate?
A) Levitt urged companies to adopt products on a country-by-country basis.
B) There was universal agreement about his thesis that the world is becoming homogeneous.
C) Levitt urged companies to develop standardized products that could be marketed worldwide with little adaptation.
D) Levitt warned of the coming backlash against globalization.
E) Levitt did not recommend developing standardized products.
Answer: C
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3
Chapter 2: The Global Economic Environment
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Sample Questions
Q1) All of the following facts pertain to Brazil except:
A) Brazil is the largest country in Latin America.
B) Brazil boasts the richest reserves of natural resources in the hemisphere.
C) Brazil's top trading partner is China.
D) Brazil's GNI has grown at an average annual rate of 4 percent over the past 8 years.
E) Brazil lacks logistics software, horse-drawn carts are still a common sight on many roads.
Answer: E
Q2) Global marketers should take note of the fact that almost half of the world's population is located in:
A) low-income countries.
B) lower-middle-income countries.
C) upper-middle-income countries.
D) high-income countries.
E) higher-middle-income countries.
Answer: B
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Chapter 3: The Global Trade Environment
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Sample Questions
Q1) In order to form a free trade area,South Africa has signed a Trade,Development,and Cooperation Agreement (TDCA)with:
A) Swaziland.
B) EU.
C) Namibia.
D) Angola.
E) Japan.
Answer: B
Q2) 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
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Chapter 4: Social and Cultural Environments
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Sample Questions
Q1) In high-context cultures,time is:
A) monochronic.
B) polychronic.
C) linear.
D) short.
E) common.
Q2) A "value" is an organized pattern of knowledge that an individual holds to be true about the world.
A)True
B)False
Q3) Venice is threatened by modern invaders since it is one of the top cruise destinations.
A)True
B)False
Q4) In order to convey the sense of the country of origin it is advisable to use the same background music in broadcast commercials in all parts of the world.
A)True
B)False
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Page 6
Chapter 5: The Political, Legal, and Regulatory
Environments
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Sample Questions
Q1) In Malaysia and Saudi Arabia,it is common to see that restaurants have signs declaring that all food is "Halal." Also,it is seen that courts handle marriages,divorces,distribution of family assets,and business practices by the "Sharia." What are these tenets and how do they have an impact on international business?
Q2) Only Sony can use the "Walkman" name on its line of personal stereos.This is because:
A) Sony has a patent on the Walkman.
B) "Walkman" is a registered Sony trademark.
C) Sony has copyrighted the Walkman name.
D) Sony's trade secrets are protected by international law.
E) Sony has an international business license.
Q3) A "civil-law country" is one in which the legal system reflects the structural concepts and principles of the Roman Empire in the sixth century.
A)True
B)False
Q4) Brazil is not among the emerging market countries who have signed the New York Convention.
A)True
B)False
Page 7
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Chapter 6: Global Information Systems and Market Research
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Sample Questions
Q1) In global marketing research,the results of a nonprobability sample can be projected with statistical reliability.
A)True
B)False
Q2) Which of the following is not recommended by expert David Arnold for companies engaged in global market research?
A) use multiple indicators
B) develop customized measures specific to an industry or product
C) conduct comparative assessments in neighboring countries
D) observation should be weighted more heavily than statements of purchase intention
E) assess a particular market in isolation
Q3) Which of the following is an IT tool designed specifically to help retailers work more closely with vendors on stock replenishment?
A) BOLD
B) ECR
C) data warehouse
D) projection
E) EDI
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Chapter 7: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Sony's U.S.Consumer segments included all of the following except:
A) Affluent.
B) Zoomers.
C) SoHo.
D) Gen Y.
E) Fashionists.
Q2) Procter & Gamble has identified a group of consumers in Europe who are willing to pay premium prices for pet food that will improve the health of their pets.This is an example of ________ segmentation.
A) demographic
B) psychographic
C) ethnic
D) behavioral
E) benefit
Q3) When assessing potential country target markets,management should rely heavily on its network of contacts as a primary criterion for targeting.
A)True
B)False
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9
Chapter 8: Importing,Exporting,and Sourcing
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Q1) 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
Q2) "Export selling" involves tailoring various elements of the marketing mix to global market requirements.
A)True
B)False
Q3) The Buy American Act of 1933,which stipulates that U.S.federal agencies must buy articles produced in the United States unless domestically produced goods are not available,is an example of discriminatory procurement policies.
A)True
B)False
Q4) Foreign purchasing agents are also referred to as jobbers.
A)True
B)False
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Chapter 9: Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
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Sample Questions
Q1) Ford Motor Company (United States)has a 50-50 joint venture to build Ford Fiestas with:
A) Toyota (Japan).
B) Shanghai Automotive Industry (China).
C) BMW (Germany).
D) Mahindra & Mahindra (India).
E) Mazda (Japan).
Q2) The virtual corporation will seem to be a single entity with vast capabilities but will really be the result of numerous collaborations assembled only when needed.
A)True
B)False
Q3) The driving force behind many of the business acquisitions is globalization.
A)True
B)False
Q4) 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
Page 11
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Chapter 10: Brand and Product Decisions in Global Marketing
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Sample Questions
Q1) Some consumers flaunt their wealth by buying expensive products and brands that others will notice.Such behavior is referred to as "luxury badging."
A)True
B)False
Q2) The marketers of Corona beer achieved great success in the U.S.market by:
A) retaining the bottle design originally used in Mexico.
B) hiring Hispanic movie stars as endorsers.
C) distributing Corona in returnable bottles.
D) changing the brewing recipe to conform to American palates.
E) having the label in Spanish language.
Q3) Describe the guidelines that can assist marketing managers in their efforts to establish global brand leadership.
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
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Chapter 11: Pricing Decisions
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Sample Questions
Q1) Overall,IKEA's prices are lowest in the United States,where the company competes with large retailers.
A)True
B)False
Q2) If a distributor's margins are based on the "landed" price of an import shipment,they will be based on:
A) ex-works price.
B) transportation costs.
C) insurance costs.
D) VAT.
E) all of the above
Q3) All of the following activities must be performed when goods cross international boundaries except:
A) obtaining currency permit, if required.
B) packaging the goods for export.
C) using cost-based pricing method.
D) arranging for ocean freight and preparation.
E) obtaining marine insurance and certificate of the policy.
Q4) Why is compensation trading also called a "buyback?" How does it differ from switch trading?
Page 13
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Chapter 12: Global Marketing Channels and Physical Distribution
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Sample Questions
Q1) When utilizing the services of a local independent distributor,management is well advised to treat the distributor as a temporary market-entry vehicle.
A)True
B)False
Q2) What solution did Andersen Consulting provide to the Moscow Bread Company to solve the problem of stale bread?
A) Deliver the bread frozen.
B) Package the bread in plastic bags.
C) MBC should convert a paperless office to cut red tape.
D) Deliver the bread sliced rather than in whole loaf form.
E) Use paper packaging for bread.
Q3) "Organized retail" is a term used to describe:
A) modern chain stores.
B) grocery stores.
C) local retail chains.
D) supermarkets.
E) hypermarkets.
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) Which company ranks number one in terms of ad spending in Europe (2011)?
A) General Motors
B) Philip Morris
C) Unilever
D) Procter & Gamble
E) Coca-Cola
Q2) Standardized print campaigns can be used for industrial products or for technology-oriented consumer products such as Apple iPhone and iPad.
A)True
B)False
Q3) The challenge of encoding and decoding slogans and taglines in different national and cultural contexts can lead to unintentional errors.
A)True
B)False
Q4) Advocacy advertising enhances the public's perception of a company,creates goodwill,or announces a major change.
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) Market maturity can also be different from country to country; consumer sampling and coupons are appropriate for mature markets.
A)True
B)False
Q2) In companies where a polycentric management orientation prevails,host-country nationals will be used in most selling situations with the exception of high-tech products sold in developed countries.
A)True
B)False
Q3) Ethnocentric companies are likely to use an expatriate sales force in countries at all levels of economic development.
A)True
B)False
Q4) The Strategic/Consultative Selling Model consists of five interdependent steps,each with three prescriptions that can serve as a checklist for sales personnel.
A)True
B)False
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Q5) Giving examples,show how sampling can be an effective sales promotion technique.
Chapter 15: Global Marketing and the Digital Revolution
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Sample Questions
Q1) Brandwidth determines the range of frequencies that can pass over a given transmission channel.
A)True
B)False
Q2) "Cloud computing" is different from currently available technologies in all of the following aspects except:
A) it is performed "in the cloud."
B) applications are delivered through Web browser.
C) it is installed in the computer's hard drive.
D) computer files can be accessed remotely.
E) archives are stored on massive remote servers.
Q3) Localizing a Web site in native language can be done by translating a Web site from the home-country language.
A)True
B)False
Q4) Today,almost 3 billion people-nearly half of the world's population-are using the Internet.
A)True
B)False
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Chapter 16: Strategic Elements of Competitive Advantage
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Sample Questions
Q1) Maytag has been called "the Rolls-Royce of washers and dryers," and it can be said that it has achieved a competitive advantage by means of differentiation.
A)True
B)False
Q2) In the case of Volkswagen,dealers are its key consumers while individual car buyers are its key consumers.
A)True
B)False
Q3) A useful way of gaining insight into competitors is through industry analysis.
A)True
B)False
Q4) Michael Porter's generic strategy framework is derived from the basic types of competitive advantage and the scope of the target market served.
A)True
B)False
Q5) 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.
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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) 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
Q3) Organizations in order to be globally successful must be viewed as portfolio of:
A) activities.
B) businesses.
C) competencies.
D) products.
E) policies.
Q4) What is a matrix organization? Describe giving examples.
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