Question : 21._____ refers to a company’s use of resources accumulated in : 1318274

 

21._____ refers to a company’s use of resources accumulated in one part of the world to fight a competitive battle in another.

a.Hard power

b.Diversification

c.Soft power

d.Cross-subsidization

22.Which of the following is a pitfall that handicaps global marketing programs and contributes to their suboptimal performance?

a.Excessive cross-subsidization

b.Vertical integration

c.Overstandardization

d.Adaptation

23.The NIH syndrome refers to _____.

a.leveraging of local assets in segments where globals are weak

b.the upgradation of local branches to match globals in niches

c.resistance by local branches if adoption of the planning process is forced on them by headquarters

d.the sale of the local branch to a global player or forming an alliance

24.Giving midlevel managers more experience in working with others of different nationalities to expose them to other markets and surroundings is known as _____.

a.repatriation

b.existential migration

c.immigration

d.personnel interchange

25._____ calls for the centralization of decision-making authority far beyond that of the multidomestic approach.

a.Cross-subsidization

b.The NIH syndrome

c.Globalization

d.Localization

26.Which of the following is an approach that can be used against the emergence of the NIH syndrome?

a.Maintaining a product portfolio that exclusively supports specific local brands

b.Allowing global managers control over local marketing budgets

c.Ensuring that global managers participate in the development of marketing strategies and programs for local brands

d.Encouraging local managers to generate ideas for possible regional or global use

27.Which of the following statements about the emergence of organizational structures to support globalization effort is true?

a.The matrix organization structure of global companies is focused on customers.

b.Global product managers develop short-term strategies for product categories.

c.Due to the intricate nature of global marketing, all marketers use the country-by-country approach.

d.Global product managers develop strategies for product categories using the country-by-country approach.

28.Why are marketers extending national account management programs across countries typically for the most important customers?

a.To deal with the globalization of customers

b.To maintain a product portfolio that includes only local/regional brands

c.To serve and give importance to customers of a particular region than to the others

d.To allow local managers control over their marketing budgets so that they can respond exclusively to local customer needs

29.Executing _____ programs not only builds relationships with important customers but also allows for the development of internal systems and interaction.

a.cross-subsidization

b.locally centralized marketing

c.NIH

d.global account management

30.A local company that has assets that give it a competitive advantage only in its home market is known as a(n) _____.

a.defender

b.dodger

c.contender

d.extender

 

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