International Marketing

Question 1

Global marketing research objective

Answer 1

Reducing uncertainty to aid in better managerial decisions

Question 2

Four steps of marketing research

Answer 2

1. Defining the problem
2. Developing the research plan
3. Collecting/Analyzing data
4. Interpreting and reporting the findings

Question 3

Global marketing research failure example

Answer 3

Axe chocolate man

Question 4

Market size assessment

Answer 4

1. method of analogy
2. trade audit
3. chain ratio method
4. cross sectional regression

Question 5

True or False:

Answer 5

Not every element of 4Ps need be standardized to the same degree

Question 6

International Market Selection

Answer 6

1. Select criteria
2. Assign weight
3. score each country
4. calculate overall weighted score

Question 7

Types of Mode of Entry

Answer 7

• exporting
• licensing
• franchising
• outsourcing
• joint venture
• wholly owned subsidiaries

Question 8

Segmentation

Answer 8

divide the total market into smaller segments

Question 9

Targeting

Answer 9

Select the segment or segments to enter

Question 10

Differentiation

Answer 10

Differentiate the market offerings to create superior customer value

Question 11

Positioning

Answer 11

Position the market offering in the minds of target customers

Question 12

Global targeting - Broadly to Narrow

Answer 12

• undifferentiated mass marketing
• differentiated segmented marketing
• concentrated niche marketing
• micromarketing local or individual marketing

Question 13

GCCP

Answer 13

position the brand as a symbol of a given global consumer culture ex: Nike

Question 14

LCCP

Answer 14

positions the brand as an intrinsic part of the local culture ex: Mercedes Benz in Japan

Question 15

FCCP

Answer 15

Positioning a product as symbolic of a desired foreign culture ex: Haagen Daze

Question 16

Price ceiling

Answer 16

No demand above this price