IMM Strategies- Chapter 12

Dell Corporation is a good example of mass customization because it

• maintains a large inventory of products.

• builds computers to order.

• markets to countries all over the word.

• provides one-to-one customer service support.

Mirros, a U.S. kitchenware distributor, sells its inventory twice a year to All Cooks, a kitchenware retailer in the United States. All Cooks, in turn, sells those products through its retail stores in Vietnam and Thailand. In which of the following entry modes is Mirros most likely engaged?

• franchising

• indirect exporting

• a consortium

• direct foreign investment

With respect to global marketing management, the argument for market segmentation in the 1980s was framed as

• globalization versus localization.

• standardization versus adaptation.

• adaptation versus one-to-one marketing.

• globalization versus one-to-one marketing.

What is the crucial question facing international marketers today?

• What are the most efficient ways to segment markets?

• When is adaptation more relevant than customization?

• How can I better segment by country?

• How can I avoid segmenting on the basis of language, age, and income?

What statement relates to strategic planning?

• It is conducted at the lowest levels of management.

• It deals with a company's products, capital, and research.

• It excludes the research component of a company.

• It is designed to solely address marketing and advertising questions at the local level.

What type of planning is conducted at the highest levels of management and deals with products, capital, research, and the long- and short-term goals of a company?

• market

• tactical

• single-use

• strategic

Mirros, a U.S. kitchenware distributor, takes a selection of its inventory twice a year to Vietnam and sells it to a Vietnam-based kitchen retailer. The Vietnam company, in turn, sells those products through its retail stores in Vietnam and Thailand. In which of the alternative market-entry strategies is Mirros engaged?

• franchising

• licensing

• direct exporting

• a joint venture

The advantages of ________ are most apparent when capital is scarce, import restrictions forbid other means of entry, a country is sensitive to foreign ownership, or patents and trademarks must be protected against cancellation for nonuse.

• consortia

• exporting arrangements

• strategic alliances

• licensing

What is true of franchising?

• It provides an effective blending of skill decentralization and operational centralization.

• The franchisee provides market knowledge, capital, and personal involvement in management.

• Foreign laws and regulations are usually hostile toward franchising.

• It is an important form of horizontal market integration.

In the context of foreign market entry, ________ are long-term, nonequity associations between a company and another in a foreign market.

• consortia

• exporting arrangements

• direct foreign investments

• contractual agreements