chap 5.GLM

Bringing managers together in one location for extended periods and rotating them through different jobs in several countries helps the firm build aKhông _____.

• inpatriate community
• informal management network
• expatriate community
• formal management network

What is Value Proposition? 

• the set of benefits or values a company promises to deliver to customers to satisfy their needs
• dividing the markets into segments of customers
• being different from competitors in the same target markets
• the target markets that we choose to pursue

Which of the following staffing approaches will be most effective for a firm that is pursuing a transnational strategy?

• An internal staffing policy
• A polycentric staffing policy
• An ethnocentric staffing policy
• A geocentric staffing policy

 International country-by-country marketing is ___________ 

• Localize the marketing activities based on the customer needs in each country
• Standardization of the GMS base on the similarities on a global scale, global products with local variations
• Only focus on the domestic market, home country
• Still focus on the domestic market but start to export via indirect or direct exporting

Which is TRUE about regiocentric orientation? 

• See similarities and differences in home and host countries
• Each host country is unique
• See similarities in foreign countries
• Sees similarities and differences in a world region

Export marketing use __________ approaches 

• Polycentric orientation
• Geocentric orientation
• Ethnocentric orientation
• Regiocentric orientation

The brands that have achieved success in a single national market are _________ 

• international brand
• global brands
• local brands
• none is correct

Marketing mix decisions of global marketing are made ________ 

• In each country
• Jointly with mutual consultation
• At headquarters
• Regionally

Product planning of domestic marketing _________ 

• Standardized within a region but not across
• Product development determined primarily by the needs of home-country customers
• Product development for home country customer
• Local product development based on local needs

 A company that succeeds in global marketing ______

• pursues a "one size fits all" strategy by creating identical products for homogeneous markets
• customizes special products for each world country or region
• creates both standardized and localized elements
• nurtures an ethnocentric management orientation