International Marketing Mix

What does the product “P” in the marketing mix refer to?

• Price
• Packaging
• Product
• Promotion

What does effective global marketing often entail?

• Standardizing all products
• Avoiding brand adaptations
• Balancing local preferences with global efficiency
• Reducing advertising costs

What is an example of a tangible product attribute?

• Brand image
• Customer satisfaction
• Product dimensions
• After-sales service

What term is used to describe a method for classifying products?

• Guideline
• Framework
• Rulebook
• Regulation

Buyer orientation considers all the following except:

• Customer effort
• Brand reputation
• Risk level
• Involvement in the purchase

Which is NOT one of the buyer orientation categories?

• Preference goods
• Convenience goods
• Impulse goods
• Specialty goods

Durable goods are characterized by:

• Single-use application
• A short lifespan
• Long-lasting quality
• High price only

What role do warranties play in global marketing?

• They limit product returns
• They replace advertising
• They are legal obligations only
• They act as competitive tools

Which company is cited as an example of using warranties to improve brand perception?

• Toyota
• Ford
• Hyundai
• Honda

What helped Hyundai increase its U.S. sales?

• New technology patents
• Large discounts
• Improved product reliability and advertising
• Celebrity endorsements