Chap06 GM6e TIF

download Chap06 GM6e TIF

of 22

  • date post

    18-Jul-2016
  • Category

    Documents

  • view

    34
  • download

    5

Embed Size (px)

description

test bank

Transcript of Chap06 GM6e TIF

Global Marketing, 6e (Keegan/Green)

Global Marketing, 6e (Keegan/Green)

Chapter 6 Global Information Systems and Market Research

1) One component of a firm's MIS is a business intelligence (BI) network that helps managers make decisions; one of its major objectives is to enable manipulation of the data obtained by interactive access.

Answer: TRUE

Diff: 1Page Ref: 171

2) Intranet is a private network that allows authorized company personnel or outsiders to share information electronically in a secure fashion.

Answer: TRUE

Diff: 2Page Ref: 172

AACSB: Use of IT

3) EDI links with vendors to enable retailers to improve inventory management and restock hot-selling products in a timely, cost-effective manner.

Answer: TRUE

Diff: 2Page Ref: 172

AACSB: Use of IT

4) ECR is a joint initiative by members of the supply chain to work towards improving and optimizing aspects of the supply chain to benefit managers.

Answer: FALSE

Diff: 2Page Ref: 172-173

AACSB: Use of IT

5) Supply chain innovations, such as radio frequency identification tags (RFID), are likely to provide increased momentum for ECR.

Answer: TRUE

Diff: 2Page Ref: 172-173

AACSB: Use of IT

6) CRM tools allow companies like Credit Suisse, AT&T, and Hewlett-Packard 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

Diff: 2Page Ref: 173

AACSB: Use of IT

7) In the EU companies that use CRM to collect data about individual consumers must satisfy the regulations in each of the member countries.

Answer: TRUE

Diff: 2Page Ref: 173

AACSB: Use of IT

8) The term "safe harbor agreement" applies to privacy issues pertaining to the companies that gather information about consumers.

Answer: TRUE

Diff: 2Page Ref: 173-174

AACSB: Reflective Thinking

9) Direct sensory perception such as seeing, feeling, hearing, smelling, or tasting is the best way to know what is going on in a country rather than taking information from secondary sources.

Answer: TRUE

Diff: 2Page Ref: 175

AACSB: Reflective Thinking

10) 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

Diff: 2Page Ref: 176

AACSB: Reflective Thinking

11) Market research may prevent psychological overload that may be faced by a company entering more than one new geographic market.

Answer: TRUE

Diff: 2Page Ref: 176

AACSB: Reflective Thinking

12) The first step in global marketing research is the collection of data.

Answer: FALSE

Diff: 2Page Ref: 176

AACSB: Reflective Thinking

13) Market research should focus on finding out how a potential customer can be changed into an actual customer.

Answer: TRUE

Diff: 2Page Ref: 178

AACSB: Reflective Thinking

14) Mattel toys thought that Barbie would be as popular in Japan as it is the United States. This assumption was due to the self-reference criterion (SRC).

Answer: TRUE

Diff: 2Page Ref: 180

AACSB: Reflective Thinking

15) An awareness of SRC can help ensure that the research effort is designed with minimal home-country or second-country bias.

Answer: TRUE

Diff: 2Page Ref: 180

AACSB: Reflective Thinking

16) Global marketing research in countries such as China and India should be conducted mainly using the entire country as the unit of analysis.

Answer: FALSE

Diff: 2Page Ref: 180

AACSB: Reflective Thinking

17) By definition, secondary data is data gathered from country markets that rank as "secondary" in terms of income and population figures.

Answer: FALSE

Diff: 2Page Ref: 181-182

18) In addition to big, showy, custom motorcycles, Harley-Davidson has a broad range of bikes that well suit European riding habits.

Answer: TRUE

Diff: 1Page Ref: 181

19) Companies wishing to minimize the cost and effort associated with market research should start by collecting and analyzing primary data.

Answer: FALSE

Diff: 2Page Ref: 181-183

AACSB: Reflective Thinking

20) Industrial growth patterns generally reveal consumption patterns, which in turn can be helpful in knowing production patterns that can be used in assessing market opportunities.

Answer: TRUE

Diff: 2Page Ref: 181-183

AACSB: Reflective Thinking

21) 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

Diff: 2Page Ref: 181-183

AACSB: Reflective Thinking

22) Market researchers should be alert to the fact that the quality of government statistics can vary greatly from country to country.

Answer: TRUE

Diff: 2Page Ref: 181-183

AACSB: Reflective Thinking

23) The small markets around the world and the relatively low profit potential justifies only modest expenditures for market research.

Answer: TRUE

Diff: 2Page Ref: 184

AACSB: Reflective Thinking

24) 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

Diff: 2Page Ref: 184

AACSB: Analytic Skills

25) Triangulation is a useful method in global market research where data is collected from three different sources within the same country.

Answer: FALSE

Diff: 2Page Ref: 184

AACSB: Reflective Thinking

26) Demand and market potential depend, in part, on whether the market being studied can be classified as existing or potential.

Answer: TRUE

Diff: 2Page Ref: 185-186

AACSB: Reflective Thinking

27) Toyota's decision to launch the new Sienna minivan in the United States reflects the company's understanding of latent and incipient markets.

Answer: FALSE

Diff: 2Page Ref: 185-186

AACSB: Reflective Thinking

28) Japanese companies relied heavily on traditional survey research in identifying the potential market for fax machines.

Answer: FALSE

Diff: 2Page Ref: 185-186

AACSB: Analytic Skills

29) Motorola learned the hard way that there was no latent market for a premium-priced global satellite telephone service.

Answer: TRUE

Diff: 2Page Ref: 187

AACSB: Reflective Thinking

30) Volkswagen, Peugeot, Chrysler, and other global automakers have established manufacturing operations in China since they consider it to be an incipient market.

Answer: TRUE

Diff: 2Page Ref: 186

AACSB: Analytic Skills

31) It will be convenient to do a telephone survey in rural areas in China since, according to the Ministry of Information Industry reports, 40 percent households have at least one fixed-line telephone.

Answer: FALSE

Diff: 2Page Ref: 186

AACSB: Analytic Skills

32) "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

Diff: 2Page Ref: 188

AACSB: Reflective Thinking

33) "Back translation" is a technique whereby a survey or other document that has been translated is returned (i.e. "sent back") to the translator for corrections.

Answer: FALSE

Diff: 2Page Ref: 188

AACSB: Reflective Thinking

34) Nielsen now uses an electronic device for getting national audience data, which is known as a peoplemeter.

Answer: TRUE

Diff: 2Page Ref: 188

AACSB: Reflective Thinking

35) A marketer of breakfast cereals might send researchers to preselected households at 6 a.m. to watch families go about their morning routines

Answer: TRUE

Diff: 2Page Ref: 188-189

36) When using a "projective technique," the researcher presents close-ended or ambiguous stimuli to a subject in a focus group

Answer: FALSE

Diff: 2Page Ref: 190

AACSB: Reflective Thinking

37) In global marketing research, it is important to establish scalar equivalence when obtaining information from different countries.

Answer: TRUE

Diff: 2Page Ref: 190-191

AACSB: Reflective Thinking

38) In marketing research, factor analysis is a useful technique for reducing large quantities of data to a few underlying dimensions.

Answer: TRUE

Diff: 2Page Ref: 191-192

AACSB: Reflective Thinking

39) It is advisable to present marketing research findings, including complex quantitative analysis and terminology, to executives so that they will fully comprehend the analysis.

Answer: FALSE

Diff: 2Page Ref: 196

AACSB: Reflective Thinking

40) Many global firms are creating flattened organizations, with less hierarchical, less centralized decision-making structures, which facilitate the exchange and flow of information.

Answer: TRUE

Diff: 2Page Ref: 197

AACSB: Reflective Thinking

41) In addition to providing a means for gathering, analyzing, classifying, storing, retrieving, and reporting relevant data, MIS should also cover:

A) a company's external environment.