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Exam 17: Global Marketing and RD

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Question 21

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Tight cross-functional integration between R&D,production,and marketing can help a company to ensure that all of the following take place except:

A) time to market is minimized.
B) development costs are kept in check.
C) new products are designed for ease of manufacture.
D) product development projects are driven by internal needs.

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Question 22

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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 23

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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.

The process of identifying distinct groups of consumers whose purchasing behavior differs from others in important ways is known as market segmentation.

Source effects occur when the receiver of the message evaluates the message based on the status or image of the sender.

The probability of effective communications is reduced by:

Over the past 20 years,the U.S.monopoly on new-product development has strengthened significantly.

The most important aspect of a country's cultural differences,particularly important in foodstuffs and beverages,is the impact of:

For _____ to work,the firm must normally have a profitable position in another national market,which it can use to subsidize aggressive pricing in the market it is trying to monopolize.

The most important determinant of channel length is the degree to which the retail system is concentrated.

The goal of market segmentation is to optimize the fit between the purchasing behavior of consumers in a given segment and the marketing mix,thereby maximizing sales to that segment.

A(n) _____ strategy is favored by firms that sell industrial products or other complex products.

Compare and contrast push strategies and pull strategies.

Consumers in highly developed countries value _____ as compared to their counterparts in less developed nations.

What is Theodore Levitt's contribution to international business?

When a company emphasizes personal selling,the company is probably using a push strategy.

When distribution channels are short,firms should:

The number of intermediaries between the manufacturer and the consumer is referred to as:

If market segments transcend national borders:

Which of the following is not an element that constitutes a firm's marketing mix?