Name: 
 

International Marketing, 3rd ed. - Chapter 11


Multiple Choice
Identify the choice that best completes the statement or answers the question.
 

 1. 
The _____ serves as a guideline for decisions concerning the firm’s product portfolio, packaging, and the quality management of the total product.
a.
product policy
b.
product mix
c.
corporate policy
d.
marketing mix
e.
marketing strategy
 

 2. 
The parts of value creation and generation processes that take place in the presence of the customers are
a.
of no importance.
b.
can be replaced without consequences.
c.
are less important than the invisible parts.
d.
below their line of visibility.
e.
above their line of visibility.
 

 3. 
The basic version of a product is called the
a.
potential product.
b.
elementary product.
c.
augmented product.
d.
expected product.
e.
core product.
 

 4. 
In international marketing the features expected by potential customers from different country-markets
a.
are of no major importance.
b.
just vary in importance.
c.
just vary in composition.
d.
vary in composition and importance.
e.
do not vary in composition and importance.
 

 5. 
When the potential customers are rather affluent relative to the price of a product or when they perceive the offered products as being largely similar, emotional attraction becomes more important in their buying decision. ____ of a product can be decisive.
a.
‘Core’ features
b.
‘Fundamental’ features
c.
‘Basic’ features
d.
‘Generic’ features
e.
‘Symbolic’ features
 

 6. 
If a supply is highly important to the _____ of a business customer, the international marketer will need to closely follow the exact specifications of the customer in order to stay in business.
a.
attitude
b.
production
c.
core competence
d.
corporate identity
e.
marketing competence
 

 7. 
A company’s ______ defines the global differentiation of its products from their major competitors. That is, the central benefit of each product is to be determined independently of the country-markets to be served.
a.
corporate strategy
b.
international vision
c.
international mission
d.
corporate identity
e.
international product positioning
 

 8. 
The use-need model evaluates the market need that is met by a given product as well as how the product is used. Which of the following combination should be applied if buyer need is the same and the use condition different?
a.
Same product – same promotion
b.
Same product – adapt production
c.
Same product – adapt promotion
d.
Adapt product – same promotion
e.
Adapt product – adapt promotion
 

 9. 
When customers in an international product-market use a product the same way but differ in the benefits they expect the marketer may choose a policy of
a.
adaptive individualization
b.
collaborative individualization
c.
cosmetic individualization
d.
common individualization
e.
corporate individualization
 

 10. 
The product lifecycle consists of four stages. Consequently, one of the following elements is NOT a lifecycle stage. Which one?
a.
Introductory
b.
Acceleration
c.
Growth
d.
Maturity
e.
Decline
 

 11. 
Persons or organizations which may be considered as more innovative or more sensitive concerning the firm’s product categories are called
a.
leaders.
b.
lead companies.
c.
lead persons.
d.
lead actors.
e.
lead customers.
 

 12. 
Which one of the following sentences does NOT fit?
A good name must
a.
sound appropriate in the languages of the country-markets to be served.
b.
spark associations that are both pleasant and express the meaning of the product or its most important benefit.
c.
stand out.
d.
have an emotional impact.
e.
impress competitors.
 

 13. 
A brand may be protected by
a.
high quality.
b.
counterfeiting.
c.
trademark registration.
d.
excellent advertising.
e.
appointing trade mark monitoring agencies.
 

 14. 
The abbreviation FMEA stands for
a.
Failure Mode and Effect Analysis
b.
Failure Modification and Effect Analysis
c.
Failure Modification and Error Analysis
d.
Failure Mode and Error Analysis
e.
Failure Modification and Experience Analysis
 

 15. 
One of the following elements is well suited to take over the role in diminishing potential customers’ perceived risk in buying a product. Which one?
a.
Shareholder value
b.
References
c.
Financing
d.
Complimentary products
e.
Supplementary products
 



 
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