WorksheetsQUIZ_IM
Total questions: 70
Worksheet time: 35mins
1. Starbucks dropped the word “Coffee” from its logo. This is an example of:
A) standardization
B) adaptation
C) diversification
D) automation
E) modernization
2. Why do high-UAI consumers often prefer established brands?
A) They want to signal independence
B) They feel more secure with familiar, trusted names
C) They like to experiment with innovations
D) They focus on family and community values
3. The worldview of a company’s personnel can be described by all of the following types of orientation except:
A) ethnocentric
B) geocentric
C) technocentric
D) polycentric
E) regiocentric
4. Unilever, the Anglo-Dutch consumer products company, at one time had 30 different package designs and 48 different formulations for its Rexona deodorant brand. This is an example of:
A) ethnocentric orientation
B) polycentric orientation
C) regiocentric orientation
D) geocentric orientation
E) transnational orientation
5. McDonald’s developed a vegetarian burger in India. This is an example of:
A) market penetration
B) market development
C) market diversification
D) product development
E) product diversification
6. When Walt Disney Company’s executives built a theme park in France and prohibited alcohol sales despite local culture, this was an example of:
A) the “think global, act local” principle
B) being victim to the self-reference criterion
C) a geocentric management orientation
D) miscalculation of the rate of diffusion of innovations in Europe
E) an unbiased perception of existing culture in Europe
7. Low-UAI societies are generally more receptive to:
A) new, experimental products
B) strict regulations and legal frameworks
C) risk-averse decision-making
D) safety guarantees on packaging
8. Starbucks is entering Italy in 2018, starting with a 25,000-square-foot flagship Reserve Roastery in Milan. This is an example of:
A) market development
B) product development
C) diversification
D) market penetration
E) service diversification
9. In highly individualistic cultures, which advertising message is most effective?
A) “Be unique, stand out from the crowd.”
B) “Your family will be proud of your choice.”
C) “Together we achieve more.”
D) “Respect your community.”
10. Why might luxury brands have stronger appeal in masculine cultures?
A) They signal achievement and social status
B) They highlight family traditions
C) They reduce uncertainty in purchase decisions
D) They emphasize environmental friendliness
11. A fundamental difference between regular marketing and global marketing is the:
A) lack of marketing mix
B) scope of activities
C) lack of strategic planning
D) focus on resources
E) lack of communication
12. The lesson that SRC (Self-Reference Criterion) teaches can be summarized as:
A) a person’s perception of market needs is framed by others’ cultural experience
B) the perceptual blockage and distortion about cultures are hard to reduce
C) an unbiased perception is a vital and critical skill in global marketing
D) an unconscious reference to one’s cultural values is critical in global marketing
E) the prior success and ethnocentrism can override the SRC
13. The cell phone division of Toshiba prospered domestically but failed globally, as Atsutoshi Nishida admitted they “really missed our chance.” This reflects a(n) ____ orientation.
A) polycentric
B) ethnocentric
C) geocentric
D) technocentric
E) regiocentric
14. Examples of effective global marketing by McDonald’s include both standardized and localized elements. Which of the following does not represent a localized element?
A) It serves McAloo Tikki potato burger in India
B) It uses the advertising slogan “I’m lovin’ it.”
C) It operates themed dining cars on the Swiss national rail system
D) It has home delivery service in India
E) It has slang nicknames such as MakDo in the Philippines and McDo in France
15. In low power-distance countries, a successful customer service approach would likely be:
A) Strict, rule-based, top-down interaction
B) Friendly and informal communication with staff
C) Marketing through government endorsements
D) Using only elite influencers
16. When identifying global market segments, a fundamental guiding principle should be the need to determine:
A) shared demographic characteristics
B) similar languages
C) similar needs and buying behavior
D) similar ethnic backgrounds
E) similar geographic regions
17. Demographic segmentation is based on measurable characteristics of populations that includes all of the following examples except:
A) Southeast Asia’s population numbers 600 million
B) India has the youngest demographic profile
C) Disney hopes to capitalize on the huge number of young people
D) The United States is home to 28.4 million foreign-born residents
E) In the EU, the number of consumers aged 16 and younger is rapidly approaching
18. An example of unconventional wisdom in segmentation:
A) Since per capita income in India is $1,670, all Indians are low income
B) Consumers in Europe and Latin America are interested in soccer, Americans are not
C) There is a higher-income, middle-class segment in India
D) McDonald’s potential base in India is greater than in developed countries
E) There is no running water and electricity in India
19. The process of global market segmentation begins with variables. Which is not a common variable?
A) demographics
B) polycentrics
C) behavioral characteristics
D) benefits sought
E) psychographics
20. Ericsson and IKEA look abroad because:
A) Sweden has high total annual income
B) Sweden has low total annual income
D) Sweden is landlocked
C) Sweden has a fairly small population
E) Sweden has relaxed export policies
21. Psychographic segmentation groups people by:
A) income
B) age and income
C) attitudes, values, and lifestyle
D) psychological well-being
E) gender
22. Porsche’s “Top Guns” segment is based on:
A) demographic
B) occupational (thuộc nghề nghiệp)
C) psychographic
D) behavioral
E) gender
23. The law of disproportionality suggests that __ percent of menu/profits come from 20% of products/customers.
A) 50
B) 60
C) 70
D) 80
E) 90
24. “Usage rates” and “user status” are criteria for:
A) demographic
B) occupational
C) psychographic
D) behavioral
E) benefi
25. Campbell Soup segments Japanese consumers by convenience preference. This is:
A) demographic
B) occupational
C) psychographic
D) benefit
E) behavioral
26. P&G premium pet food buyers in Europe are an example of:
A) demographic
B) psychographic
C) ethnic
D) behavioral
E) benefit
27. Criteria to assess global target markets include:
A) current size
B) growth potential
C) competition
D) compatibility with objectives
E) all of the above
28. A trap in targeting foreign markets is:
A) overstating (phóng đại) size and short-term attractiveness
B) realizing short-term profits is hard
C) restraining from persistence
D) ignoring competitor pressure
E) relying on rigorous analysis
29. Positioning refers to:
A) determining what areas to target
B) ensuring retail shelf location
C) differentiating a brand in customer’s mind
30. Volvo stressed safety features, positioning based on:
A) use/user
B) attribute (tính năng)/benefit
C) competition
D) high touch
E) quality/price
31. Which of the following is not an intangible attribute of a product?
A) Brand reputation
B) Service commitment
C) Product color
D) Status from ownership
32. Global marketers must balance standardization and adaptation. Standardization is preferred when:
A) Cultural preferences differ widely
B) The company targets niche local segments
C) Economies of scale are essential
D) Packaging regulations vary by country
33. A written guarantee that assures the buyer is getting what they paid for is called:
A) Service contract
B) Express warranty
C) Quality certification
D) Brand assurance
34. Which statement about eco-packaging is correct?
A) It reduces the need for labeling
B) It focuses only on design aesthetics
C) It addresses issues like biodegradability
D) It is rarely used in international markets
35. Aesthetic preferences vary worldwide. Which color may be culturally inappropriate in many Asian markets due to its association with death?
A) Blue
B) Green
C) Yellow
D) White
36. A brand is best described as:
A) A legal trademark only
B) A bundle of images and experiences in the consumer’s mind
C) A physical symbol
D) A distribution guarantee
37. Which of the following represents brand equity?
A) The name of the brand
B) Total added value over time
C) Packaging shape
D) A product’s country of origin only
38. A global brand is characterized by:
A) Exclusive availability in one country
B) Different names for each region
C) Similar image and positioning worldwide
D) No adaptation in communication
39. According to global brand characteristics, a strong global brand can act as a:
A) Local myth
B) Social responsibility symbol
C) Global myth
D) Generic product
40. “Intel Inside” represents:
A) Brand dilution
B) Tiered branding
C) Co-branding strategy
D) Local brand customization
41. Launching multiple products under the Virgin brand (Virgin Active, Virgin Hotels, etc.) is an example of:
A) Co-branding
B) Brand extension
C) Product adaptation
D) Brand localization
42. Which factor is not part of global brand development steps?
A) Creating a compelling value proposition
B) Developing country-specific planning processes
C) Sharing knowledge across markets
D) Assigning responsibility for branding issues
43. Country-of-origin effects occur when consumers:
A) Ignore product origin
B) Judge a product based on where it was made
C) Prefer unbranded goods
D) Focus only on price
44. A strategy where a product and communication remain unchanged across markets is called:
A) Product adaptation
B) Dual adaptation
C) Dual extension
D) Communication adaptation
45. When designing a product for global markets, managers must consider:
A) Only tangible product attributes
B) Only intangible product attributes
C) Both tangible and intangible attributes to satisfy diverse market needs
D) Only packaging and labeling regulations
46. Offering the same product globally but changing the advertising message is:
A) Dual extension
B) Product extension–communication adaptation
C) Product adaptation–communication extension
D) Dual adaptation
47. Oreos being reformulated (less sweet) for the Chinese market is an example of:
A) Product adaptation
B) Communication adaptation
C) Product invention
D) Dual extension
48. When both product and promotion must change due to cultural or legal factors, companies use:
A) Extension
B) Dual adaptation
C) Product invention
D) Communication extension
49. Distribution strategy determines:
A) Product design
B) How the product reaches consumers
C) Brand name
D) Packaging regulations
50. A fragmented retail system typically leads to:
A) Shorter channels
B) Lower distribution costs
C) Channels with more intermediaries
D) Fewer retailers
51. Channel exclusivity becomes a major barrier when:
A) Retailers frequently change suppliers
B) The market is dominated by long-term distributor relationships
C) Switching costs are low
D) Distribution contracts are open to all firms
52. Channel quality refers to:
A) The price of using a channel
B) Retailers’ expertise and capability to support products
C) Length of distribution channels
D) Legal entry barriers only
53. Cultural barriers in communication can be reduced by:
A) Using only global campaigns
B) Avoiding local involvement
C) Developing cross-cultural literacy
D) Eliminating adaptation entirely
54. Source effects occur when consumers evaluate:
A) Product packagingl
B) Advertising creativity
C) The sender’s credibility or country of origin
D) The distribution channel
55. A push strategy is most appropriate when:
A) Channels are long
B) Media availability is high
C) Products are industrial or complex
D) Consumer goods require emotional branding
56. What is the main objective of penetration pricing (đặt giá ban đầu thấp hơn đối thủ or thị trường) in international markets?
A) To maximize short-term profits
B) To position the product as a luxury brand
C) To enter the market quickly and gain market share
D) To avoid price competition across countries
57. The market skimming strategy is most commonly used at which stage of the product life cycle?
A) Decline stage
B) Growth stage
C) Maturity stage
D) Introduction stage
58. Which of the following best describes market skimming (chiến lược giá “hớt váng”)?
A) Charging a low price to build volume quickly
B) Charging a high price to capture value from customers willing to pay more
C) Setting flexible prices across different markets
D) Using the same price worldwide
59. The “razors and blades” pricing strategy refers to:
A) Selling all products at a premium price
B) Pricing all products equally
C) Selling the main product cheaply and earning profits from complementary products
D) Using price cuts to eliminate competitors
60. Target costing, widely used by Japanese companies, mainly aims to:
A) Increase selling prices to improve margins
B) Control costs and create competitively priced products
C) Standardize prices globally
D) Reduce foreign exchange risk
61. What is the key rule of the target costing process?
A) Adjust prices based on actual production costs
B) Always reduce costs regardless of quality
C) Do not launch the product if target costs cannot be achieved
D) Focus on profits rather than customer expectations
62. Which statement correctly describes ethnocentric (extension) pricing?
A) Prices are adapted to local market conditions
B) The same pre-unit price is charged worldwide
C) The exporter absorbs freight and import duties
D) Prices reflect local income levels and competition
63. What is the main drawback of polycentric (adaptation) pricing?
A) It ignores local market conditions
B) It reduces overall profitability
C) It can lead to gray market activities
D) It is unsuitable for luxury products
64. Gray market goods are most likely to occur when:
A) Prices are standardized globally
B) Products are oversupplied
C) There are large price differences between countries
D) Import tariffs are very low
65. To prove dumping, which of the following must be demonstrated?
A) Low prices and high market share
B) Low prices and high profits
C) Price discrimination and injury to domestic producers
D) Low production costs and high output
66. With a concentrated retail sector:
A) a relatively large sales force is required
B) the orders generated from each sales call can be large
C) there are long channels of distribution
D) it is expensive for the firm to make contact with each individual retailer.
67. ____ distribution channel is one that is difficult for outsiders to access.
A) A selective
B) An intensive
C) A exclusive
D) A multichannel
68. Which of the following statements about the choice of distribution strategy is true?
A) The longer a channel, the greater the aggregate markup, and the higher the price that consumers are charged for the final product.
B) If price is an important competitive weapon and if the firm does not want to see its profit margins squeezed, other things being equal, the firm would prefer to use a longer channel.
C) The shorter a channel, the greater the aggregate markup, and the higher the price that consumers are charged for the final product.
D) An international business must use shorter
69. The "Swiss Made" label has leveraged several watchmakers (for example, TAG Heuer) for decades now. This is an example of a ____ effect
A) linguistic
B) country of origin
C) noise
D) cultural
70. A push strategy is appropriate when
A) there are many choices of electronic media.
B) the firm is selling consumer goods.
C) distribution channels are long.
D) the firm is selling complex new products.
