LMK3041 Mercadotecnia Internacional
The goals of international marketing are to:
Create and retain customers in global markets.
Gain market share and increase profit.
Expand business activities abroad.
Eliminate competition in international markets.
The following represent major reactive motives for initiating export:
Extended sales of seasonal products.
Competitive pressures.
Overproduction/excess capacity and unsolicited foreign orders.
All of the above.
In which of the following countries would an organization expanding internationally encounter the highest potential for political risk:
Argentina
Japan
Bulgaria
Canada
The main consequence according to the Uppsala model is that organizations tend to:
Give up their domestic networks once their experience in international marketing grows.
Distance themselves from their home market once their experience in international marketing grows.
Intensify their commitment towards foreign markets as their experience grows.
Leap-frog,
When an organization selling electric and electronic household goods evaluates international markets in view of entering them, a crucial factor taken into account is represented by:
The technological factors
The economic factors
The demographic characteristics
The cultural factors
Which of the following approaches is most appropriate for an organization with little experience in international markets?
Strategic alliance
Acquisition
Exporting
Joint venture
A marketing director for a condom manufacturer is given particular responsibility to market condoms internationally. Which environmental factors will likely have the greatest impact on the marketing director's decision?
Technological
Socio-cultural
The condom supply chain
Competition
The formal difference between a joint venture and a strategic alliance is that the latter one is typically a(n):
Foreign operation
Non-equity alliance
Equity alliance
Alliance involving an American organization
One of the international agreements by which an organization establishes local production in foreign countries without capital investment is:
Direct export
Joint venture
Licensing
Piggybacking
In international marketing it is much easier to:
Standardize the quality of a product across markets than it is to standardize its image.
Standardize the brand across markets rather than to standardize the core product benefits.
Standardize the after-sales service of a product across markets than it is to standardize staff behavior.
Standardize the core product benefits across markets rather than to standardize the support services.
______ involves charging a high price to achieve the highest possible contribution in a short period of time.
Skimming
Psychological pricing
Penetration pricing
Transfer pricing
Tariff levels from country to country affect an organization's ______ strategies.
Product
Pricing
Processes
Sales management
What is McDonald's most commonly used entry mode?
Joint venture
Licencing
Franchising
Strategic alliance
When a company collects data from national media, trade and technical press, government statistics and trade association information to learn more about an international market, it is utilizing:
Primary data
Secondary data
Tertiary data
Market information system
A strategy is the comprehensive master plan stating how the organization will achieve its mission and objectives. In understanding a strategy, organizations aim to:
Maximize cost efficiencies even if this is achieved at the expense of quality.
Maximize competitive advantage and minimize weaknesses.
Maximize competitive advantage and minimize effectiveness.
Optimize costs in delivering the product and after sale service.
One approach to branding is to use the same brand name for everything a company produces. However there are several drawbacks to this approach. Which of the following is NOT an identified drawback to this approach?
It is more expensive as the company has to spend money promoting all its product and also itself.
It can confuse the values of the brand where products within the branded range are too diverse.
One poorly performing product can tarnish all products carrying the name.
It can make it difficult for a company to dispose of a division or product line as the main value of a product is often the brand name.
The process of market segmentation is essentially about:
Understanding customer needs.
Targeting profitable customers.
Identifying groups of buyers within a market place who have needs which are distinctive in the way that they deviate from the 'average' consumer.
Meeting customer needs efficiently in order to maximize the company's profits.
In the global marketplace, multinational companies are able to:
Export excess products neighboring countries.
Operate within a defined national or geographic boundary where the marketer is relatively free to plan, implement and control marketing plans.
Explore markets which are outside the national boundaries of its domestic market which normally begin with direct or indirect exporting to neighboring countries.
Leverage their assets across political and cultural boundaries by maximising opportunities and exploit market similarities and differences in search of global competitiveness.
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