Global Marketing And R&d

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Question 1

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The set of choices the firm offers to its targeted markets is known as the marketing mix.

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Question 2

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Four elements comprise the marketing mix: product attributes, distribution strategy, communication strategy, and pricing strategy.

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Question 3

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Markets can be segmented in only one way-by sociocultural factors.

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Question 4

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The structure of market segments may differ significantly from country to country.

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Question 5

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Products sell well when their attributes match consumer needs.

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Question 6

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Firms based in less-developed nations tend to build a lot of extra performance attributes into their products.

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Question 7

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If a firm manufactures its product in a particular country, it can sell directly to the consumer, to the retailer, or to the wholesaler. The same options are not available to a firm that manufactures outside the country.

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Question 8

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The four main differences between distribution systems worldwide are retail concentration, channel length, channel exclusivity, and channel quality.

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Question 9

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In a concentrated retail system, there are many retailers, none of which has a significant share of the market.

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Question 10

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An increase in car ownership, the number of two-income households, and the number of households with a refrigerator have all contributed to the more fragmented retail system found in developed countries.

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Question 11

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Concentrated retail systems tend to promote the growth of wholesalers to serve retailers, which lengthens channels.

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Question 12

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The more fragmented the retail system, the more expensive it is for a firm to make contact with each individual retailer.

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Question 13

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The entry of large discount superstores such as Tesco and Carrefour has shortened channel length in some countries.

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Question 14

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Import agents are typically limited to independent trading houses.

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Question 15

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Source effects occur when the receiver of the message evaluates the message based on the context of the message.

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Question 16

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A company that depends on mass media advertising to communicate its marketing message to potential consumers is using a push strategy.

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Question 17

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A push strategy makes sense when distribution channels are short.

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Question 18

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In highly developed countries, in the context of communication, noise tends to be low.

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Question 19

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The longer the distribution channel, the more intermediaries there are that must be persuaded to carry the product for it to reach the consumer.

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Question 20

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In a competitive market, prices have to be higher than in a market where the firm has a monopoly.

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