Teste Modelo Marketing Internacional (2022/23)

PART I

1. There are five identifiable stages in the evolution of marketing across national
boundaries. The first stage is:
a) Global marketing
b) International marketing
c) Export marketing
d) Direct marketing
e) Domestic marketing

2. A unique feature of international marketing is its __________________

orientation with emphasis on product and promotional adaptation in foreign
countries.
a) Geocentric
b) Regiocentric
c) Ethinocentric
d) Polycentric
e) Egocentric

3. In general, the larger the country´s domestic economy, the less dependent it
tends to be on exports and imports relative to its __________________.
a) Gross domestic product (GDP)
b) Gross domestic income
c) Gross domestic spending
d) Gross domestic capital
e) Gross domestic knowledge

4. “What is left unsaid is as important as what is said” would be an example of what

form of culture?
a) Medium-context
b) Low context
c) Regional-context
d) High context
e) None of the above

5. With respect to Hofstede’s cultural classification scheme, _________ refers to the

extent to prefer structured situations with clear rules over unstructured ones.
a) Power distance
b) Uncertainty avoidance
c) Individualism
d) Masculinity
e) Long-termism
6. If ads in foreigner country stress performance, success, and completion, they
would probably be focusing on which of the following cultural classification
schemes as a way to reach a segment of the population where this dimension was
high or important
a) Power distance
b) Long-termism
c) Uncertainty avoidance
d) Individualism
e) Masculinity

7. All of the following are major challenges that a global marketing researcher might
face EXPECT:
a) Argument over budget expenditures between internal markets
b) Complexity of research design due to environmental international
markets
c) Lack and inaccuracy of secondary data
d) Time and cost requirements to collect primary data
e) Coordination of multi country research efforts

8. A major difficulty in formulating the research problem in the global marketing

research effort is the unfamiliarity with the __________________.
a) Foreign mass media
b) Laws governing marketing research
c) Foreign environment
d) Domestic environment’s attitude toward foreign research
e) People who will actually conduct the research

9. Two procedures that can overcome problems with sloppy questionnaire

translation in conducting international marketing research is to provide for:
a) Polar and psychographic translation
b) Lifestyle and psychographic translation
c) Back-translation and parallel translation
d) Forward-translation and parallel translation
e) Lifestyle and parallel translation

10. All the following methods that can be fruitfully employed to assess the size of the
market for any given product EXCEPT:
a) Analogy method
b) Latin square
c) Trade audit
d) Chain ration method
e) Cross-sectional regression analysis
11. Suppose that a consumer electronics company want to estimate the market size
for vacuum-cleaners robots in Poland but does not have much information about
that market. Instead, it crosses Hungary (a country for which it does have
information) and uses it as an indicator for the market in Poland. This method of
determining market size most resembles which of the following methods:
a) Analogy method
b) Latin square
c) Trade audit
d) Chain ration method
e) Cross-sectional regression analysis

12. An alternative way to derive market size estimates is based on local production
and import and export figures for the product of interest. This method is best
described as being a (the):
a) analogy method
b) Latin square
c) Trade audit
d) Chain ration method
e) Cross-sectional regression analysis

13. The _______________method of assessing market size begins with a rough-base

number as an estimate for the market size (such as the entire population for the
country) and systematically fine-tunes by applying a string of percentages (such
as birth rate) to come up with the most meaningful estimate possible.
a) Analogy method
b) Latin square
c) Trade audit
d) Chain ratio method
e) Cross-sectional regression analysis

14. Cathay Pacific (a Hong Kong based airline carrier) recently wanted to increase
services to its Asian customers. It added a wide variety of Asian meals and
entertainment and introduced a new advertising slogan "The Heart of Asia." This
would be an example of which of the following reasons why international
marketers implement international market segmentation?
a) country screening
b) government mandate
c) global market research
d) positioning strategy
e) entry decisions
15. When Nokia used a global campaign to promote their new product that combined
phone, fax, email, and Internet functions with the slogan "Everything.
Everywhere," they were appealing to a(n) ________________ segment.
a) Diverse
b) Universal
c) Combination
d) Customized
e) International

16. The formulation of positioning strategy includes the following EXCEPT:

a) Identify the relevant set of competing products or brands
b) Determine current perceptions held by consumers about the products
c) Develop possible positioning themes
d) Develop a uniform positioning strategy for every brand in the company.
e) Screen the positioning alternatives and select the most appealing one.

17. _________________ has disadvantages. Chief among these are that the company
has little or no control over the way their product is marketed in a foreign
country, lack of adequate sales support (among other support variables) can lead
to poor sales, and bad decisions made by an intermediary can damage the
corporate image.
a) Licensing
b) Parallel exporting
c) Cooperative exporting
d) Direct exporting
e) Indirect exporting

18. Ten members of a free trade area add common external tariffs to the provisions
of the free trade agreement, the free trade area names a:
a) Cartel
b) Common market
c) Monetary union
d) Political union
e) ?oms union

19. IKEA, the Swedish furniture chain, insists that all its stores carry the basic product
line with little room for adaptation to local tastes. If research of the U.S. market
showed that Americans preferred larger beds that their Swedish counterparts,
which of the following strategies would be advisable to IKEA?
a) Standardization
b) New product development.
c) Adaptation
d) Withdraw from market
e) Lower prices to encourage attitude change
 PART II – ESSAY

Read the following questions carefully. Develop and support your answer with the
supporting theoretical approaches), reasoning and examples. Organize and
communicate your ideas clearly.

1. According to Yip, why are some industries more global than others? (4 points)

2. What are the different approaches for international market segmentation?

Explain each of the approaches and refer of ye strengths and limitations of
each. Which approach could be used for the segmentation of the market of the
company object of your project? Justify. What are the implications of
segmentation decisions for the positioning strategy. (4 points)