Oreos in china product adaptation

Question 1

1.

The growth of social media use has resulted in:

decreased connection to each other.

Facebook losing viewers.

decreased discretionary income.

more component lifestyles.

increased exchange of information.

1 points

Question 2

1.

In a newspaper release, Corning, Inc. announced that it had received a favorable ruling from China's Ministry of Commerce on allegations that it was selling its fiber more cheaply in China than in other countries. Corning was falsely accused of:

dumping.

offloading.

boycotting.

repatriating.

crossdocking.

1 points

Question 3

1.

Which of the following is the most difficult for marketing managers to forecast, influence, or integrate into marketing plans?

Technology

Social change

Demography

Competition

Economic conditions

1 points

Question 4

1.

Shabby Chic fashion boutique has responded to economic trends by placing an emphasis on improving the quality of merchandise it offers, improving customer service, and reducing its cost of goods sold because consumers are not shopping as much as they used to due to lower purchasing power. Shabby Chic is apparently dealing with which level of economic activity?

Stagflation

Inflation

Recession

Stagnation

Distension

1 points

Question 5

1.

Several Arab nations refuse to allow Coca-Cola products to be sold within their borders because of the company's distributorships in Israel. This is an example of a(n):

transfer limit.

quota.

tariff.

exchange control.

boycott.

1 points

Question 6

1.

Chinese don't like sweet cookies and Kraft's Oreos were not selling well. Chinese consumers also thought the package was too expensive. Kraft introduced packages containing fewer Oreos at a reduced price and also created a "Chinese Oreo" consisting of four layers of crispy wafer filled with vanilla and chocolate cream, coated in chocolate. Which of the marketing mix strategies did Kraft use?

Countertrading

Product invention

Global market standardization

Product licensing

Product adaptation

1 points

Question 7

1.

A U.S. executive had no idea that Germans tend to be very risk-averse. When the executive arrived at a meeting in Berlin, he simply stressed the price of his firm's products without emphasizing their bottom-line benefits, promoting the company's strong service support, or guaranteeing their effectiveness. As a result, the multimillion dollar deal failed. The U.S. executive overlooked the importance of which environmental factor?

Culture

Demographics

Natural resources

Economic development

Political structure

1 points

Question 8

1.

Disney sells the rights for an investment company to run a Disneyland theme park in Tokyo. The investment company gains most of the profits from the enterprise while paying Disney a percentage in royalties. This is an example of:

a joint venture.

exporting.

direct investment.

licensing.

capital-intensive manufacturing.

1 points

Question 9

1.

The Victorinox Swiss Army Knife is found all over the world. It is manufactured and marketed similarly to all consumers. Victorinox uses a(n):

ethnocentric strategy.

global marketing standardization approach.

synergistic approach to globalization.

cultural marketing strategy.

traditional approach to marketing.

1 points

Question 10

1.

Consider a small southern town where over 70% of the residents are African American. A successful marketing campaign for this community would include:

Internet advertising.

radio advertising.

billboards.

newspaper advertising.

none of these.

1 points

Question 11

1.

To enter the Chinese market, Walmart purchased the general merchandise chain Trust-Mart for about $1 billion. Walmart entered the Chinese market through the use of:

contract marketing.

foreign direct investment.

franchising.

direct exporting.

countertrading.

1 points

Question 12

1.

Otis Elevators has entered into a strategic alliance with a company in France from which it gets its elevator door systems. It has a similar agreement with a manufacturer in Japan that provides it with special motor drives. A manufacturer in Spain has worked closely with Otis to create small geared parts necessary for the manufacture of elevators. The component parts are assembled at its plant in the United States. Otis elevators can be found in buildings all over the world. Otis Elevators is an example of a(n):

cultural marketer.

global trader.

multinational corporation.

exporting company.

global enterprise.

1 points

Question 13

1.

The primary reason large U.S. companies send U.S. jobs abroad is because labor costs are higher in the United States. They are engaging in:

outsourcing.

global trade.

multinational employee searches.

employee export.

global employment.

1 points

Question 14

1.

Many people drink bottled water today but one national brand of bottled water was not "spring-fresh" as advertised. The water actually came from a well located in the middle of an industrial warehouse facility and next to an industrial waste site. To which organization should the consumers who thought the advertising for the bottled water was misleading complain?

Consumer Product Safety Commission

Food and Drug Administration

Federal Trade Commission

Federal Communications Commission

Consumer Protection Agency

1 points

Question 15

1.

China's new five percent tax on disposable wooden chopsticks, reflecting concerns about deforestation, has been praised by environmentalists. The move is hitting hard at the Japanese, who consume 25 billion sets of wooden chopsticks annually. Almost all of the chopsticks used in Japan come from China. The requirement for Chinese manufacturers of wooden chopsticks to pay the 5 percent tax is a _______ factor in their external environment.

competitive

social

demographic

technological

legal

1 points

Question 16

1.

Which of the following statements about American teenagers is correct?

They spend about 40 hours per week tuned in electronically.

About 25 percent go to the mall at least once a week.

More than 50 percent have a personal, online blog.

They prefer "online" friends to "real" friends.

They would rather shop in a store than online.

1 points

Question 17

1.

Lance is a 30-year-old, single professional who enjoys hiking, college sports, and poetry. He lives with his girlfriend but does not have plans to get married in the near future. He leads a life much different from his father, who married right after high school, had children, and worked for the same company his entire career. More and more in the U.S., consumers like Lance are enjoying __________, piecing together a variety of interests, products, and services instead of conforming to traditional stereotypes.

well-defined segments

component lifestyles

simple multipurpose products

conformity and cohesiveness

modular market mixes

1 points

Question 18

1.

A marketing researcher is conducting a focus group interview with working mothers to learn how Kraft can better meet their needs for convenience foods. What type of research does this represent?

Basic

Secondary

Synergistic

Applied

Idiosyncratic

1 points

Question 19

1.

Frito-Lay is considered the king of the salty snack industry with its distribution network of 42 plants, 12,800 delivery people, and more than 900 tractor trailers formed into a retail delivery powerhouse. Smaller manufacturers of salty snacks find that monitoring the activities of Frito-Lay is an effective way to monitor the _______ factors within their external environments.

bureaucratic

marketing mix

competitive

social

demographic

1 points

Question 20

1.

H. J. Heinz, the ketchup company, gets over half of its revenue from international sales. This shows that:

U.S. citizens are using less and less ketchup.

their market share should increase.

Heinz needs to abandon the U.S. market.

sales need to be increased domestically.

adopting a global vision can pay off.