ĐỀ MARKETING FINAL CLC - Marketing Quốc tế FTU

PART A. MULTIPLE CHOICE QUESTIONS (40 questions) 1. In the _____ international company, the home country is superior and headquarters extends ways of doing business to its foreign affiliates. A. Geocentric B. Regiocentric C. Polycentric D. Ethnocentric Đáp án đúng: D 2. Which of the following is an uncontrollable environmental factor in foreign markets that international marketers must adapt to? A. A company's organizational culture B. The firm's financial resources C. Government regulations and legal systems D. Pricing strategies set by the company Đáp án đúng: C 3. The most thorough approach to choose target country market is: A. Market screening approach B. Market exclusion approach C. Market clustering approach D. Hierarchical country-market selection approach Đáp án đúng: D 4. In _____, a party grants the legal right to another party to use some of the total business concept (including branding, trademarks, products, method of operation) in return for a fee. A. Licensing B. Franchising C. Contract manufacturing D. All of the above Đáp án đúng: B 5. What was the key factor that contributed to Starbucks' success in the US, despite having a lesser-known brand (at the beginning) and higher prices? A. Offering the lowest-priced coffee compared to competitors B. Expanding into the college town through franchise models C. Expanding into the collective unconscious of consumers D. Tapping solely on traditional marketing of coffee Đáp án đúng: C 6. According to Vernon’s International Product Life Cycle (IPLC) theory, what is the typical pattern for a new product’s production and consumption? A. Products are always developed, produced, and consumed only in the home country. B. Products are developed in advanced economies, and sold in all international markets from the start. C. Products are simultaneously developed, produced, and consumed in both developing and advanced economies. D. Products are produced in developing countries first and then introduced to advanced economies. Đáp án đúng: A 7. What was the key pricing strategy used by Tesla when launching the Model 3 and Model Y in 2017 and 2022? A. Market Skimming – setting high prices to maximize early profits B. Penetration Pricing – maintaining high prices for brand exclusivity C. Promotion Pricing – using discounts to capture customers D. Value-based Pricing – setting prices based on production costs plus a margin Đáp án đúng: A 8. Which of the following best explains why Pocari Sweat adjusted its pricing strategy in Vietnam from premium to value pricing? A. Vietnam introduced a luxury pricing structure on imported beverages B. The firm failed to understand local purchasing power and competition C. The product failed to achieve economies of scale in Vietnam D. The firm introduced a mass market campaign targeting low-income groups Đáp án đúng: B 9. What is the main advantage of multi-channel distribution? A. It provides greater coverage through both online and offline channels simultaneously B. Retailers have no control over prices C. It limits consumer choice by restricting products to a single channel D. It increases inefficiencies in distribution by adding extra steps between manufacturer and consumer Đáp án đúng: A 10. The term channel integration best describes the practice of: A. Increasing efficiency by connecting manufacturers to target markets through specialized functions B. Coordinating multiple distribution channels for consistency C. Allowing retailers to operate independently D. Eliminating the need for manufacturers in distribution decisions Đáp án đúng: B 11. The phrase global marketing strategy refers to: A. Applying one advertising message to all markets B. Individual tailoring of ads to markets C. Uniform advertising but with flexibility for minor local adaptations D. Using only domestic advertising globally Đáp án đúng: C 12. A global fashion brand like Gucci plans to launch a new advertising campaign in multiple countries. In which market is the company most likely to encounter the strictest advertising restrictions? A. United States B. Japan C. Saudi Arabia D. Russia Đáp án đúng: C 13. “The cell phone division of Toshiba prospered by doing business in the domestic market. When handset sales slowed, Atsutoshi Nishida, president of Toshiba, noted: ‘We missed our chance.’” This is indicative of a(n) _____ orientation. A. Polycentric B. Ethnocentric C. Geocentric D. Regiocentric Đáp án đúng: B 14. McDonald’s customizes menu offerings in different countries to match local tastes (e.g., McSpicy Paneer Burger in India, Ebi Burger in Japan). This reflects which international marketing orientation? A. Polycentric B. Ethnocentric C. Geocentric D. Regiocentric Đáp án đúng: A 15. The Airbus Group is structured into different divisions (e.g., Commercial Aircraft, Military Aircraft, Helicopters, Defence, Space). This is which type of structure? A. Functional structure B. Geographic structure C. Product structure D. Matrix structure Đáp án đúng: C 16. Louis Vuitton is a globally recognized luxury brand. According to the Culture Code of Luxury, which key element best represents European luxury as reflected in LV’s brand identity? A. Handmade craftsmanship, deep cultural heritage, focus on privacy B. Elegant design inspired by royalty C. Exclusivity and limited editions D. Technological innovation in fashion Đáp án đúng: A 17. Nike uses different advertising strategies across cultures. In highly individualistic cultures like the US, which strategy is most effective? A. Highlight personal achievement and success stories B. Focus on community and group harmony C. Avoid celebrity endorsements D. Use uniform global messaging Đáp án đúng: A 18. A toy product designed in Japan comes with safety features exceeding US requirements. This is an example of what strategy? A. Quotas B. Licenses C. Barriers D. Standards Đáp án đúng: D 19. A company wants to market its electric vehicles in a foreign country. Which factor is part of the uncontrollable environment? A. The average income of residents B. The infrastructure for charging C. Government regulations D. Consumer lifestyles Đáp án đúng: C 20. Before launching in a new international market, Apple conducts environmental scanning. What is the primary objective? A. Identify a specific product to export B. Identify suitable target market for expansion C. Analyze competitive landscape D. None of the above Đáp án đúng: B 21. Before expanding into a new international market, Coca-Cola conducts detailed research. Which factor is NOT typically explored? A. Product preferences B. Local distribution systems C. Supply chain costs