Pemasaran Global Minggu ke-14

A recent global campaign for IKEA, the Swedish home furnishings retailer, positioned houses as homes as a place for love, memories, and laughter. This is a classic example of:

• emotional appeal.

• rational appeal.

• selling proposition.

• advertising appeal.

• creative appeal.

Which promotional mix element is most closely associated with activities designed to foster goodwill and understanding with various constituents both inside and outside the company?

• personal selling

• advertising

• public relations

• sales promotion

• publicity

________ is the phrase global marketers use to describe ads with common design elements into which localized elements are inserted for individual country markets.

• "Pattern advertising"

• "Template advertising"

• "Cookie-cutter advertising"

• "Model advertising"

• "Stereotype advertising"

Which promotional technique is best suited to a situation in which a company wants consumers to actually try its product or service at no cost?

• sampling

• sweepstakes

• couponing

• free-standing inserts

• personal selling

When a company must decide on the composition of its foreign sales force, which alternative is generally the most expensive?

• expatriates

• third-country nationals

• host-country nationals

• agents of any nationality

• agents of host country

The term magalog is used to describe which communication medium?

• direct mail

• Groupons

• coupons

• catalogs

• infomercials

In the tech world, about 90% of the world's nearly one billion PCs use Microsoft's operating systems and 80% use Intel's microprocessors. This represents which aspect of the Porter's five forces model?

• bargaining power of suppliers

• bargaining power of buyers

• threat of substitute products

• rivalry among competitors

• threat of new entrants

Porter's four generic strategies for achieving competitive advantage are:

• price determination, cost leadership, product differentiation, distribution savings.

• cost leadership, product differentiation, cost challenger, product challenger.

• price leadership, product differentiation, price challenger, cost differentiation.

• cost leadership, product differentiation, cost focus, focused differentiation.

• cost leadership, product differentiation, consumer differentiation, focused differentiation.

A nation's banking system, health care system, transportation system, and communications system, as well as the availability and cost of using these systems are considered as ________ resources available for competitive advantage of a business.

• knowledge

• physical

• human

• infrastructure

• capital

The country with the highest number of companies with Global Competitive Advantage is:

• the United Kingdom.

• the United States.

• Japan.

• France.

• Germany.