2- International Marketing

An international marketer has just been given responsibility for managing the Caribbean business of a global multinational.  He decides he needs to go there to get the experience of a Caribbean consumer first-hand,  He is deploying what type of approach to obtain global market information? 

• Direct Sensory perception

• Primary market research

• Management Information systems

• Environmental Scan

McDonald’s serves McAloo Tikki Burger in India; McRice Burger in Malaysia; McOZ Burger in Australia; Kiwi Burger in New Zealand; and McHuevo Burger in Uruguay and McSamurai Burger in Thailand.  These menu variations are examples of:

• adaptation

• conventional segmentation

• standardization

• global consumer culture positioning

When Whirlpool acquired Philips Electronics' appliance unit, managers at the American company discovered that Philips washing machines manufactured in Germany and Italy did not have a single component or part in common. This evidence suggests that a(n) _________ management orientation prevailed at Philips:

• ethnocentric

• polycentric

• geocentric

• regiocentric

In the mid-1990s, South Korea's LG Electronics paid $350 million for 58% of Zenith Electronics Inc. of Glenview, Illinois. What is LG's relationship to Zenith:

• licensor

• licensee

• investor/owner with majority equity stake

• franchisee

____________ represent(s) a market entry strategy whereby onecompany permits a foreign company to make use of its patents, know-how, technology, company name, or other intangible assets in return for a royalty payment.

• Licensing

• Joint ventures

• Global strategic alliances

• One hundred percent ownership

Which of the following is not a consideration when businesses decide on where to source?

• Management vision

• Factor costs and conditions

• Logistics, Country infrastructure, Political Risk and Exchange rates

• All are considerations

An international marketer routinely receives the newsletter from EDC (Export Development Canada) and a weekly email from GlobalEdge (Michigan State University) to keep up to date on international marketing.  The marketer is using  ____________ to keep up to date on her markets.

• Environmental Scanning

• Personal Sources

• Management Information systems

• Direct Sensory perception

• Primary market research