Exam 17: Planning, Organization, and Control of Global Marketing Operations

A brand champion is not a top-line executive.

A recent survey of large multinational corporations found that pure _____ planning was most popular (used by 66 percent of the companies surveyed).

Many MNCs that do not feel entirely comfortable with a pure country-based organization opt for a region-based structure with RHQs.

The _____ model is an attempt to reconcile the tension between the need for local responsiveness and the wish to be an integrated whole.

Corporate culture rarely impacts international organizational structure.

With respect to regional structures, a recent survey found that all of the following roles were performed except:

To make global marketing strategies work, companies need to establish a(n) _____.

As a profile of a twenty-first century country manager, _____ establishes a beachhead in a new market or heads a recently acquired local distributor.They should have an entrepreneurial spirit.

Often the most important role of the regional headquarters is to manage strategic and tactical decisions across the region.

The content of a global strategic marketing plan covers the following four areas except:

Trading blocs rarely impacts company marketing efforts.

By establishing a regional headquarters, the MNC does this to the region that the company is serious about doing business in that region.

The first step in the control process is to set standards.

The Stopford and Wells model shows the relationship between the:

Country-focused organizations can be very good forms of structure because they tend to be less costly than other forms.

The two most common forms of informal control are human resource development and _____.

A _____ is a top-line executive (sometimes CEO) who serves as the brand's advocate.

Matrix structure can be a bureaucratic bloat.

Although proper reward systems are crucial to motivate subsidiary managers, a recent study has shown that the key role played is by the presence of _____.

The network global organization is sometimes also referred to as an "ethnocentric" organization.