mid term mkt qte

Managing key relationships is fundamental to an organization as:

• Retaining existing customers is more costly than acquiring new customers

• Many organizations no longer have sufficient skills, resources and time to

  operate on their own and pursue global market dominance.

• 80% of customers generate 20% of revenue according to the famous

  Pareto 80/20 rule.

• Suppliers and retailers are normally slow to react to the changing global

  business environment.

The changing demographics of consumers globally present tremendous implications on the nature of opportunities for organizations. Which of the following is not true?

• The need to develop and market products and services that cater to the changing needs of the aging consumers.

• Reduction in birth rates in many developed economies.

• This can only be regarded as a major threat to the survival of today's organizations as it will bring significant costs to them.

• Global marketers need to face up to the challenges of marketing to the growing markets in the developing nations.

For any organizations, operating in the global market environment in the 21st century requires types of management competences. Which

of the following is not one of the competences required?

• Analytic competence in assessing opportunities and selecting markets for entry.

• Leadership competence to enforce regular downsizing and delayering to

  maintain a high level of efficiency

• Strategic competence to ensure successful market entry and ongoing marketing management

• Operational competence to manage and coordinate the global marketing effort.

Countries in which the retail systems are fragmented tend to have:

•  longer distribution channels

• no cartels

•  fewer customers

• few suppliers

Global branding is a branding alternative that bears great advantages such as:

• reduction of advertising costs

• elimination of brand confusion, easy identification and recognition

• uniform world-wide image

• all of the above

When an organization's intermediary is located in the target foreign market, the international entry model is known as:

• direct exporting

•  indirect exporting

• franchising

•  joint-venture

Consumer product channels (kênh phân phối) tend to be …... industrial product channels.

• the same length as

•  shorter than

• identical to

•  longer than

According to the TCA model, firms integrate … in order to

reduce transaction costs.

• vertically

• horizontally

• sequentially

• diagonally

Which of the following sentences best summarizes the differences between the red and blue oceans strategies?

• Red oceans are about avoiding head-to-head competition while blue oceans are about rivals fighting over a shrinking profit pool.

• Red oceans denote an environment where products are not yet well defined

  white blue oceans refer to the frequently accessed marketplaces where the

  products are well-defined, competitors are known and competition is based on

  price, product quality and service.

• In the red oceans, industry boundaries are defined and accepted and the competitive rules; industry boundaries of the game are known. Blue oceans

  are occasionally created well beyond existing industry boundaries.

• Blue oceans are an old paradigm that represents all the industries in existence

  today while red oceans are those where companies beat competition by

  focusing on developing compelling value innovations that create uncontested

  market space.

Strong exchange rates can:

• drive imports to become cheaper.

• help predict change in lifestyle across Europe.

• predict the evolution of sales for particular brands

• help estimate consumer purchasing power.