Exam 12: Global Marketing Management: Planning and Organization

Incorrect decisions taken in Phase 2 of the international planning process lead to products inappropriate for the intended market or costly mistakes in pricing, advertising, and promotion.

What question should be answered in Phase 2 of the international marketing process?

Which form of business relationship lets a company grant patent rights, trademark rights, and the rights to use technological processes to another company in a foreign country?

The primary goal of Phase 2 of the international planning process is to

With indirect exporting, a company sells to a customer in another country without the use of any intermediaries or distributors.

A direct sales force may be required in a foreign country, especially for

If a product is culturally sensitive, then decisions related to the product are more likely to be centralized.

In the 1970s, the market segmentation argument in global marketing was framed as "global integration versus local responsiveness."

In the context of foreign market entry, ________ are long-term, nonequity associations between a company and another in a foreign market.

The first step in the international planning process is to adapt the marketing mix to target markets.

A company has a choice of four different modes of foreign market entry. Briefly describe each of these modes, and explain when each would be the best option.

Company M was weighing whether it could be competitive if it standardized its products for the global market. It should consider three criteria: ease of control, flexibility, and

What statement is a feature of international corporate planning?

In the context of foreign market entry, a ________ is a business relationship established by two or more companies to cooperate out of mutual need and to share risk in achieving a common objective without forming a separate legal entity.

Which mode of foreign market entry offers the most control and the highest potential return for a company?

An infinite number of organizational patterns for the headquarters' activities of multinational firms exist, but most fit into one of three categories. Describe these categories and the advantages and disadvantages of each.

Six high-technology companies joined forces to produce and market their products in Japan. By joining together, these companies were able to enter the Japanese market for the first time. This is an example of a consortium.

Patent rights, trademark rights, and the rights to use technological processes are granted in foreign licensing.

Mirros, a U.S. kitchenware distributor, takes a selection of its inventory twice a year to Vietnam and sells it to a Vietnam-based kitchen retailer. The Vietnam company, in turn, sells those products through its retail stores in Vietnam and Thailand. In which of the alternative market-entry strategies is Mirros engaged?

Strategic planning deals with products, capital, research, and the long- and short-term goals of a company, and is conducted at the highest levels of management.