MKTG 452

FINAL EXAM

Study Guide

1. Professors Alan Rugman and Joseph D'Cruz say what critically about Michael Porter's Five-Forces model? 2. Porters four genetic strategies, in his terms, are what? 3. In putting forward their framework for competitive advantage, Hamel and Prahalad claim that generic strategies are what? 4. Increased global marketing and global market integration have resulted from the dynamic interplay of various forces. What are they? 5. What is included in the EPRG framework? 6. Which type of economic system is characterized by command resource allocation and private resource ownership? 7. A product is described in the text aggregately as what? 8. A brand is discussed in the text and should be envisioned by the marketer as what? 9. A firm should emphasize the country-of-origin (COO) in its marketing communications if it wants what outcome? 10. What are usually not basic factor that affect prices in any market?

11. What is the order moving from an offering that is somewhat different with reference what now exists on up to an offering that will create new markets/consumption patterns in a large part of the consumer base? 12. Know the needs to be fulfilled and the use conditions for a product, product-communication strategy mix 13. During fluctuating inflation in target markets, what pricing tactic are astute global marketers most likely to adopt to avoid unit drops in sales? 1

14. When a relatively low price is set in an effort to gain market share, what is this pricing approach: 15. What are the forces that have resulted in increased global integration and the growing importance of global marketing? 16. What countries are represented by the phrase BRIC nations? 17. Supreme and independent political authority describes which consideration in global business? 18. What may have the largest impact on the global research that a marketer does, if left unchecked? 19. What is separating a population or market into groups with one or more common characteristics? 20. The following is a marketing activity description: Marketers attempts to differentiate their products from all competing products in terms of consumers mental images and representations. Which gerund best describes this? 21. According to Sloan, as presented in the Fundamental Model, the first and most important aspect of marketing strategic planning for a business is to make which decisions? 22. 23. 24. 25. Governments often pursue export-import policies to affect imports and exports how? What are the benefits to firms that offer global brands, per the text? Pattern Advertising describes what type of advertising What are frequent problems with media availability globally?

26. What outcomes from the actions of channel intermediaries create major types of utility for buyers? 27. What utility type or types do channel intermediaries create?

28.

What influences in Japanese channels can make it tough to enter into Japanese markets?

29. How does management orientation affect sales force composition? 30. When implementing a personal selling strategy scheme, what is the effect of fluctuating currency values? 31. What are some metrics a company can use to measure its competitive advantage? 32. According to Michael Porters Five-Forces Model the Threat of New Entrants depends heavily on what? 33. When substitute products create global competitive pressures, what do companies logically and legally do? Phrases: obsession with winning, core competencies and layers of competencies are from whose works? 34. A key competitive strategist identifies four determinants of national competitive advantage, which are what? 35. 36. Japanese Keiritsu consists of what? A digital keiretsu is often associated with what products?

37. The ongoing Digital Revolution is primarily due to the work of many. Know the following aspects. Antanasoff and Berry, William Shockey and colleagues, Sony, Bell Labs. Those creating regenerative memory, binary arithmetic, parallel processing 38. What development was most responsible for the ability to build an actual personal computer later? 39. When we say convergence in reference to the Digital Revolution, per the text and PPTs we mean what? 40. In a slide shown by Sloan authored by Doug Lambert at Ohio State, there is at the top a P in each of four boxes. Sloan showed web of terms like ICC, Order Cost, etc. in similar boxes that were associated with one of the Ps. He said that this is where customer service is actually created. Which P was Sloan referring to in that slide? 41. Global localization means that a successful global marketer must have the ability to do what? 3

42.

Differences between advertising and PR are what?

43. Back in the 1990s America On-Line accepted only English-language messages. What management orientation does this represent? 44. What is a transfer price? 45. What are considered environmental constraints on global pricing decisions?

46. If a country manager is attempting to be as responsive as possible to local market conditions how would they price? 47. What are the stages a company typically goes through as it learns about exporting? 48. Foreign direct investment (FDI) can take what forms?

49. *Vegemite is a vegetable food spread popular only in Australia, so what kind of brand is it? 50. What criteria should global marketers consider when making product design decisions? 51. What are the environmental constraints on global pricing decisions?

52. In what ways can channel intermediaries create utility for buyers? 53. What factors influence the channel structures and strategies available to global marketers? 54. What special distribution challenges mentioned in the text exist in Japan?

55. When creating advertising for world markets, what are some of the issues that art directors should take into account? 56. When creating advertising for world markets, what are some of the issues that copywriters should take into account? 4

57. 58.

How does PR differ from advertising? What issues may surface if trying to offer coupons in Asia?

59. What is direct marketing designed to do in a global company's promotion mix? 60. Why is product placement growing in importance for global marketers?

61. What are the components of Michael Porters Five-Forces model of industry competition? 62. What observations and rationales support the Five Partners or Flagship Model developed by Rugman and D'Cruz as a replacement for Michael Porter's Five-Forces Model? 63. Hamel and Prahalad proposed another framework for competitive advantage based on what? 64. According to fairly recent research on competitive advantage, what are some of the shortcomings of Porter's models? Who makes those claims that there are shortcomings?
65. Who

were the digital revolution pioneers who created a "network of networks" the Internet?

66. Who

is a key player in the cell phone business who could have been first to market with a cell phone camera?

67. The largest e-commerce category for bookings is what?

68. As

a result of the digital revolution, a variety of companies in all parts of the world are developing a new generation of products, services, and technologies. Generally, what are they?