INTERNATIONAL MARKETING
EXAM(ACTUAL EXAM) WITH CORRECT
QUESTIONS AND ANSWERS LATEST 2024 –
2025 GOOD SCORE IS GUARANTEED GRADE
A+
global consumer culture positioning - ANSWERS-- identifies the brand
as a symbol of a particular global culture or segment
licensing - ANSWERS-- patent
- trade secret
- brand name
- production formulations
advantages of licensing - ANSWERS-- provides additional profitability
with little initial investment
,- provides method of circumventing tariffs, quotas, and other export
barriers
- low costs to implement
- license agreements should have cross-technology agreements to
share developments and create competitive advantage for each party
Contract manufacturing - ANSWERS-limited commitment of financial
and managerial resources and quick entry into target countries,
especially when the target market is too small to justify significant
investment
Disadvantage: companies may open themselves to public scrutiny and
criticism if workers in contract factories are poorly paid or labor in
inhumane circumstances
Investment Cost of Marketing Entry Strategies - ANSWERS-Exporting
Licensing
Contract Manufacturing
Joint Venture
Equity Stake or Acquistion
,Licensing - ANSWERS-A contractual arrangement whereby one
company (the licensor) makes a legally protected asset available to
another company (the licensee) in exchange for royalties, license fees,
or some other form of compensation.
Franchising - ANSWERS-Great appeal to local entrepreneurs anxious to
learn and apply Western-style marketing techniques
ex) McDonalds
Foreign direct investment (FDI) - ANSWERS-Reflect investment flows
out of the home country as companies invest in or acquire plants,
equipment, or other assets. Foreign direct investment allows
companies to produce, sell, and compete locally in key markets
Brand equity - ANSWERS-The total value that accrues to a product as a
result of investments in the marketing of the brand
An asset that represents the value created by the relationship between
the brand and customer over time
Three Categories products & brands can be broken into - ANSWERS-
local, global, international
, Co-branding - ANSWERS-Engender customer loyalty and allow
companies to achieve synergy. However, co-branding can also confuse
consumers and dilute brand equity. The approach works most
effectively when the products involved complement each other
Ex) Credit card companies have discounts for cars and frequent flyer
miles
Maslow's hierarchy of needs - ANSWERS-provides a useful framework
for understanding how and why local products and brands can be
extended beyond home country borders
Extension Strategy - ANSWERS-Strategy 1: Common for B2B
Strategy 2: Low-cost because the product is unchanged, communication
is adapted
Strategy 3: Cadillac wanted to sell 20,000 autos outside the U.S. by
2010; will adapt to local market requirements
Strategy 4: Combines local market conditions recognized in Strategies 2
and 3
Countertrade - ANSWERS-• Countertrade occurs when payment is
made in some form other than money
• Options
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