Question 1

Achieving a balance between central control and local initiative is one of the main challenges for any global marketing executive.

Accepted Answer

A) True 
 B)False

Question 2

Loss of flexibility and costs of coordination are potential downfalls of the ______________________ structure.

Accepted Answer

A)  matrix 
B)  born global 
C)  project-based 
D)  SME 
A)  matrix 
B)  born global 
C)  project-based 
D)  SME

Question 3

For strategic and operational plans to be effective for global firms,the planning process should take into account only the local and regional perspectives of the markets served.

Accepted Answer

A) True 
 B)False

Question 4

Born global firms are successful in international expansion largely due to their ability to construct organizational hierarchies similar to larger MNCs.

Accepted Answer

A) True 
 B)False

Question 5

Organizations where individual subsidiaries are granted wide geographic coverage and autonomy are likely to be preferred by _________________________.

Accepted Answer

A)  global marketers 
B)  tactical coordinators 
C)  infrastructural minimalists 
D)  MNCs 
A)  global marketers 
B)  tactical coordinators 
C)  infrastructural minimalists 
D)  MNCs

Question 6

The purpose of a global brand audit is _____________________________.

Accepted Answer

A)  to conduct a SWOT analysis 
B)  to learn about a firm's strengths and weaknesses via segmentation analysis 
C)  to discover financial irregularities in a company's marketing programs 
D)  to determine if a firm's sales revenues are properly taxed 
A)  to conduct a SWOT analysis 
B)  to learn about a firm's strengths and weaknesses via segmentation analysis 
C)  to discover financial irregularities in a company's marketing programs 
D)  to determine if a firm's sales revenues are properly taxed

Question 7

An example of an informal control mechanism would be _________________________________.

Accepted Answer

A)  hiring and promoting managers that reflect a distinctive corporate culture 
B)  the use of marketing dashboards 
C)  an annual budget 
D)  Customer Lifetime Value measurements 
A)  hiring and promoting managers that reflect a distinctive corporate culture 
B)  the use of marketing dashboards 
C)  an annual budget 
D)  Customer Lifetime Value measurements

Question 8

Dell Computers' recent reorganization moved the business-to-business division from a _______________ -based organization to a _____________________- based organization.

Accepted Answer

A)  function, customer 
B)  region, customer 
C)  region, function 
D)  product, customer 
A)  function, customer 
B)  region, customer 
C)  region, function 
D)  product, customer

Question 9

Budgets are usually established on the basis of _______________________________ periods.

Accepted Answer

A)  semi-annual 
B)  daily 
C)  yearly 
D)  five year strategic planning 
A)  semi-annual 
B)  daily 
C)  yearly 
D)  five year strategic planning

Question 10

As a response to mounting global competition,firms form global marketing teams which support the development of global competitive advantage but are not key decision makers in the process.

Accepted Answer

A) True 
 B)False

Question 11

Fiat CEO Sergio Marchionne employed the informal control mechanism of _____________ to implement the recent transformation of the firm.

Accepted Answer

A)  developing corporate culture 
B)  management selection 
C)  implementing new position descriptions 
D)  rewarding senior managers at the headquarters location 
A)  developing corporate culture 
B)  management selection 
C)  implementing new position descriptions 
D)  rewarding senior managers at the headquarters location

Question 12

Project-based organizations allow for in-depth organization knowledge and expertise.

Accepted Answer

A) True 
 B)False

Question 13

The metric that allows marketers to measure the overall effect of their marketing investment is known as _____________________.

Accepted Answer

A)  return on marketing investment (ROMI) 
B)  customer lifetime value (CLV) 
C)  return on customer investment (RCI) 
D)  customer marketing objectives (CMO) 
A)  return on marketing investment (ROMI) 
B)  customer lifetime value (CLV) 
C)  return on customer investment (RCI) 
D)  customer marketing objectives (CMO)

Question 14

Regional organizational formats work best for companies _______________________________________________.

Accepted Answer

A)  that require a simple and easy to grasp and navigate structure with clear lines of communication and task management 
B)  that attempt to adapt to the multi-dimensional global business environment 
C)  with a limited number of products and similar global market segments 
D)  that are global marketers of consumer products and reach a wide variety of end-user markets 
A)  that require a simple and easy to grasp and navigate structure with clear lines of communication and task management 
B)  that attempt to adapt to the multi-dimensional global business environment 
C)  with a limited number of products and similar global market segments 
D)  that are global marketers of consumer products and reach a wide variety of end-user markets

Question 15

Starbucks' revamped organizational strategy was ___________ based.

Accepted Answer

A)  product 
B)  region 
C)  function 
D)  matrix 
A)  product 
B)  region 
C)  function 
D)  matrix

Question 16

Marketing's value to the global organization is apparent regardless of impact metrics and performance measurements.

Accepted Answer

A) True 
 B)False

Question 17

Jenatech LLC is a global firm whose markets include North America,the European Union,South America,and the Middle East.Its headquarters locations in Chicago,Paris,Brasilia,and Dubai are each veritable beehives of activity,where strategic planning,control,and coordination of marketing for each specific market area occur.Jenatech employs a ___________________ organizational format.

Accepted Answer

A)  region-based 
B)  product-based 
C)  function-based 
D)  matrix 
A)  region-based 
B)  product-based 
C)  function-based 
D)  matrix

Question 18

Successful leaders of global marketing organizations must deftly navigate _________________________________.

Accepted Answer

A)  the marketing mix 
B)  the Foreign Corrupt Practices Act 
C)  corporate culture 
D)  organization,control,and leadership 
A)  the marketing mix 
B)  the Foreign Corrupt Practices Act 
C)  corporate culture 
D)  organization,control,and leadership

Question 19

Using market share and mass awareness measurements are no longer sufficient to clarify the impact of marketing on a firm's revenue,profitability,and reputation.

Accepted Answer

A) True 
 B)False

Achieving a balance between central control and local initiative is one of the main challenges for any global marketing executive.

Loss of flexibility and costs of coordination are potential downfalls of the ______________________ structure.

For strategic and operational plans to be effective for global firms,the planning process should take into account only the local and regional perspectives of the markets served.

Born global firms are successful in international expansion largely due to their ability to construct organizational hierarchies similar to larger MNCs.

Organizations where individual subsidiaries are granted wide geographic coverage and autonomy are likely to be preferred by _________________________.

The purpose of a global brand audit is _____________________________.

An example of an informal control mechanism would be _________________________________.

Dell Computers' recent reorganization moved the business-to-business division from a _ -based organization to a _______- based organization.

Budgets are usually established on the basis of _______________________________ periods.

As a response to mounting global competition,firms form global marketing teams which support the development of global competitive advantage but are not key decision makers in the process.

Fiat CEO Sergio Marchionne employed the informal control mechanism of _____________ to implement the recent transformation of the firm.

Project-based organizations allow for in-depth organization knowledge and expertise.

The metric that allows marketers to measure the overall effect of their marketing investment is known as _____________________.

Regional organizational formats work best for companies _______________________________________________.

Starbucks' revamped organizational strategy was ___________ based.

Marketing's value to the global organization is apparent regardless of impact metrics and performance measurements.

Successful leaders of global marketing organizations must deftly navigate _________________________________.

Using market share and mass awareness measurements are no longer sufficient to clarify the impact of marketing on a firm's revenue,profitability,and reputation.

Understanding Global Markets and Marketing

Assessing the Global Marketing Environmentthe Global Economy and Technology

Evaluating Cultural and Social Environments

Analyzing Political and Legal Environments

Integrating Global, Regional, and National Markets

Conducting Marketing Research

Selecting International Markets

Entering Global Markets

Segmenting, Targeting, and Positioning for Global Markets

Developing Global Products and Brands

Setting Global Prices

Global Placement and Distribution Channels

Launching Global Communication and Advertising

Using Social Media for Global Marketing

Defining Ethics and Corporate Social Responsibility in the International Marketplace

Filters

Exam 15: Designing and Controlling Global Marketing Systems

Achieving a balance between central control and local initiative is one of the main challenges for any global marketing executive.

Loss of flexibility and costs of coordination are potential downfalls of the ______________________ structure.

For strategic and operational plans to be effective for global firms,the planning process should take into account only the local and regional perspectives of the markets served.

Born global firms are successful in international expansion largely due to their ability to construct organizational hierarchies similar to larger MNCs.

Organizations where individual subsidiaries are granted wide geographic coverage and autonomy are likely to be preferred by _________________________.

The purpose of a global brand audit is _____________________________.

An example of an informal control mechanism would be _________________________________.

Dell Computers' recent reorganization moved the business-to-business division from a _______________ -based organization to a _____________________- based organization.

Budgets are usually established on the basis of _______________________________ periods.

As a response to mounting global competition,firms form global marketing teams which support the development of global competitive advantage but are not key decision makers in the process.

Fiat CEO Sergio Marchionne employed the informal control mechanism of _____________ to implement the recent transformation of the firm.

Project-based organizations allow for in-depth organization knowledge and expertise.

The metric that allows marketers to measure the overall effect of their marketing investment is known as _____________________.

Regional organizational formats work best for companies _______________________________________________.

Starbucks' revamped organizational strategy was ___________ based.

Marketing's value to the global organization is apparent regardless of impact metrics and performance measurements.

Successful leaders of global marketing organizations must deftly navigate _________________________________.

Using market share and mass awareness measurements are no longer sufficient to clarify the impact of marketing on a firm's revenue,profitability,and reputation.

Understanding Global Markets and Marketing

Assessing the Global Marketing Environmentthe Global Economy and Technology

Evaluating Cultural and Social Environments

Analyzing Political and Legal Environments

Integrating Global, Regional, and National Markets

Conducting Marketing Research

Selecting International Markets

Entering Global Markets

Segmenting, Targeting, and Positioning for Global Markets

Developing Global Products and Brands

Setting Global Prices

Global Placement and Distribution Channels

Launching Global Communication and Advertising

Using Social Media for Global Marketing

Defining Ethics and Corporate Social Responsibility in the International Marketplace

Filters

Dell Computers' recent reorganization moved the business-to-business division from a _ -based organization to a _______- based organization.