OSU BUSMHR 2000 - TBChap016 (145 pages)

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TBChap016



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TBChap016

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Pages:
145
School:
Ohio State University
Course:
Busmhr 2000 - Introduction to International Business
Introduction to International Business Documents

Unformatted text preview:

Chapter 16 Global Marketing and R D True False Questions 1 A global marketing strategy that views the world s consumers as similar in their preferences is consistent with the mass production of a standardized output True False 2 A critical aspect of the marketing function is identifying gaps in the market so that a firm can develop new products to fill those gaps True False 3 Firms vary their marketing mix from country to country depending on differences in national culture True False 4 According to Theodore Levitt technology has resulted in the emergence of global markets for standardized consumer products on a previously unimagined scale of magnitude True False 5 Markets can be segmented by geography demography sociocultural factors and psychological factors True False 6 Market segmentation refers to identifying distinct groups of consumers whose purchasing behavior differs from others in important ways True False 16 1 2014 by McGraw Hill Education This is proprietary material solely for authorized instructor use Not authorized for sale or distribution in any manner This document may not be copied scanned duplicated forwarded distributed or posted on a website in whole or part 7 When managers in an international business consider market segmentation in foreign countries they need to be cognizant of the difference between countries in the structure of market segments True False 8 For a market segment to transcend national borders consumers in that segment must have some compelling similarities along important dimensions such as age values and lifestyle choices True False 9 In terms of factors influencing product attributes the impact of tradition is particularly important in foodstuffs and beverages True False 10 The fact that tastes and preferences of consumers are not universal disproves Theodore Levitt s views on the globalization of markets True False 11 Consumers in the most developed countries are often willing to sacrifice their preferred product attributes



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