Mktg Chap 8

Question 1

1.

Customer value is the relationship between company profits and company costs.

Answer

True

False

Question 2

1.

The most critical element for successful strategic planning is top management 's support and participation.

Answer

True

False

Question 3

Question 3

1.

The manufacturer of Macho brand martial arts products was implementing a strategic plan when it sponsored a local karate tournament for teenagers.

Answer

True

False

Question 4

1.

ExxonMobil was fulfilling its philanthropic responsibility when it partnered with the National Fish and Wildlife Foundation to save the world’s remaining tigers by donating more than $11 million to establish the Save the Tiger Fund.

Answer

True

False

Question 5

Question 5

1.

Flexcar is a car rental agency that will rent cars by the hour. Hertz and Avis are part of Flexcar 's competitive environment.

Answer

True

False

Question 6

Question 6

1.

Global marketing standardization:

Answer

is becoming less popular with the large multinationals

encourages product, packaging, and advertising variations for each nation or local market

actually raises production costs

presumes markets throughout the world are becoming more alike

is more popular with consumer products than with industrial goods

Question 7

Question 7

1.

Mattel lost millions of dollars on its international marketing campaign for Holiday Barbie dolls and accessories because Barbie prices were expressed in U.S. dollars and were set without regard for how they would translate into foreign currencies. The dolls were too expensive for most international markets. Mattel had a faulty _____ strategy.

Answer

pricing

countertrading

diversification

product