Chap 6.GLM

Product planning of international country-by-country marketing _________ 

• Global product with local variations
• Local product development based on local needs
• Standardized within a region but not across
• Product development for home country customer

_____ is the ability to understand why people of other countries behave the way they do

• Cultural toughness
• Others-orientation
• Perceptual ability
• Cultural myopia

Which is TRUE about ethnocentric orientation?

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

Which of the following statements is false? 

• Product reliability may be a more important attribute in most advanced countries.
• Consumers in the most advanced countries often shun globally standardized products that have been. developed with the lowest common denominator in mind.
• Consumers in highly developed countries tend to build a lot of extra performance attributes into their products.
• Consumers in the most developed countries are often not willing to sacrifice their preferred attributes for lower prices.

A firm using a polycentric staffing policy ___________ 

• seeks the best people for key jobs throughout the organization, regardless of nationality.
• will most likely follow an ethnocentric strategy.
• is less likely to suffer from cultural myopia.
• is likely to have improved communication between host-country managers and parent-country managers.

Product planning of export marketing _________ 

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

A polycentric approach may be effective for firms pursuing aKhông _____. 

• transnational strategy
• international strategy
• global standardization strategy
• localization strategy

 In this strategy brand change elements of design, function, and packaging according to the needs of different country markets. It is ____

• extension
• expansion
• adaptation
• creation

The launching of Burberry Acoustic to enhance advocacy and sharing via social media and online channels is an example of which marketing mix element? 

• Price
• Product
• Promotion
• Place

Which of the following is a drawback of the polycentric approach to staffing? 

• This approach increases the cost of value creation.
• Host-country nationals are vulnerable to cultural misunderstandings.
• Host-country nationals have limited opportunities for advancement beyond senior positions in their subsidiary.
• Firms are likely to suffer from cultural myopia.