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Global Marketing 8th Edition Keegan Test Bank 1
Global Marketing 8th Edition Keegan Test Bank 1
Keegan
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1) Although many professional women appreciated the conservative styling of the signature
Coach bag, they did not necessarily regard Coach's accessories as must-have fashion items.
Answer: TRUE
Difficulty: Easy
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
2) An intranet is a public network that allows authorized company personnel or outsiders to share
information electronically in a secure fashion.
Answer: FALSE
Difficulty: Easy
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
3) EDI links with vendors to enable retailers to improve inventory management and restock hot-
1
Copyright © 2015 Pearson Education, Inc.
selling products in a timely, cost-effective manner.
Answer: TRUE
Difficulty: Easy
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
4) To prevent the most value-conscious shoppers from defecting to Walmart, Tesco mined its
database to identify Clubcard users who buy the lowest-priced grocery items.
Answer: TRUE
Difficulty: Easy
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
5) CRM tools allow companies like American Express, Dell, Sharp, and Sony to determine
which customers are most valuable and to react in a timely manner with customized products and
service offerings that closely match customer needs.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
2
Copyright © 2015 Pearson Education, Inc.
6) Retailers are increasingly using a technique known as efficient consumer response (ECR) in
an effort to work more closely with vendors on stock replenishment.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
7) The term "Safe Harbor" agreement applies to privacy issues pertaining to the companies that
wish to transfer data to the United States from Europe.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 1
AACSB: Application of knowledge
Course LO: Discuss the fundamental concepts of marketing
8) Market research is the project-specific, systematic gathering of data and is the activity that
links the consumer, customer, and public to the marketer through information.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 1
AACSB: Application of knowledge
Course LO: Discuss the fundamental concepts of marketing
9) Africa represents a huge untapped market for shoes since most people walk barefoot. Thus, it
will be easy to alter entrenched consumer behavior pattern if shoes are available.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 2
AACSB: Application of knowledge
Course LO: Discuss the fundamental concepts of marketing
10) Market research should focus on finding out how a potential customer can be changed into
an actual customer.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 2
AACSB: Application of knowledge
Course LO: Discuss the fundamental concepts of marketing
11) Mattel toys thought that Barbie would be as popular in Japan as it is in the United States.
This assumption was due to the self-reference criterion (SRC).
Answer: TRUE
Difficulty: Moderate
Chapter LO: 2
AACSB: Application of knowledge
Course LO: Discuss the fundamental concepts of marketing
3
Copyright © 2015 Pearson Education, Inc.
12) Companies wishing to minimize the cost and effort associated with market research should
start by collecting and analyzing primary data.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 2
AACSB: Analytical thinking
Course LO: Discuss the fundamental concepts of marketing
13) If a market researcher would like to know how much the typical Nigerian consumer spends
on soft drinks, the information can be obtained from GNP or GDP.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 3
AACSB: Analytical thinking
Course LO: Discuss the fundamental concepts of marketing
14) If Avon would like to sell cosmetics in India, a good estimate can be achieved by researching
the average wage of an office secretary.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 3
AACSB: Reflective thinking
Course LO: Describe the global marketing environment today and explain the options
companies consider as they go global
16) Traditional market research is the most effective means for identifying latent markets.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 4
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
17) Culture shapes attitudes and values in a way that directly affects people's willingness to
respond to interviewer questions.
Answer: TRUE
Difficulty: Difficult
Chapter LO: 4
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
4
Copyright © 2015 Pearson Education, Inc.
18) Red Bull energy drink manufacturer, Dietrich Mateschitz, hired a market research firm to
assess the market potential for the drink. In the tests, consumers reacted negatively to the taste,
the logo, and the brand name. The company ignored the research completely.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 4
AACSB: Analytical thinking
Course LO: Discuss the fundamental concepts of marketing
19) An "incipient market" is a market that will emerge if a particular economic, demographic,
political, or sociocultural trend continues in a country.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 4
AACSB: Application of knowledge
Course LO: Discuss the fundamental concepts of marketing
20) Volkswagen, Peugeot, Chrysler, and other global automakers have established
manufacturing operations in China since they consider it to be an incipient market.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 4
AACSB: Application of knowledge
Course LO: Describe the global marketing environment today and explain the options
companies consider as they go global
21) It will be convenient to do a telephone survey in rural areas in China since, according to the
Ministry of Information Industry reports, 40% of households have at least one fixed-line
telephone.
Answer: FALSE
Difficulty: Difficult
Chapter LO: 4
AACSB: Application of knowledge
Course LO: Describe the global marketing environment today and explain the options
companies consider as they go global
22) "Back translation" is a technique used to ensure that currency conversion is performed
correctly when financial statements of foreign subsidiaries are consolidated with financial
statements at headquarters.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 4
AACSB: Application of knowledge
Course LO: Describe the global marketing environment today and explain the options
companies consider as they go global
5
Copyright © 2015 Pearson Education, Inc.
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