When Amway entered China, it opened up retail locations for the first time. Amway is a direct selling firm. This means that it sells almost exclusively through independent consultants. However, in China restrictions on direct selling required significant modifications in how consumers obtain these products. On the other hand, Amway has been able to sell many of its signature products to the Chinese market with little to no modification. In China, Amway was forced to ______________ the distribution variable and ___________ its product variable.
A) globalize; globalize
B) customize; globalize
C) localize; globalize
D) globalize; customize
E) internationalize; customize
Question 2Scenario 17.1
Use the following to answer the questions.
The Toyota Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages. Toyota will likely advertise its vehicle, the Venza, on TV, on its website, in major national magazines, and through Facebook. It is possible that the ads could focus on the features of the Venza and its most likely competitor, the Ford Edge. Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad, while mentioning only the Toyota brand and its company's strengths. Finally, Toyota will probably continue to advertise updates of its cash cow brands, the Camry and the hybrid versions of its SUVs.
Refer to Scenario 17.1. Toyota's television advertisements for the Venza are examples of
A) publicity.
B) institutional advertising.
C) product advertising.
D) comparative advertising.
E) pioneer advertising.
Question 3The degree to which a firm is able to think globally, act locally impacts the success of the firm's _________________ strategy as it goes international.
A) localization
B) customization
C) globalization
D) nationalization
E) culturalization
Question 4In many instances the most appropriate way for a firm to cope with an event that leads to negative public relations is to
A) discourage news coverage of the event.
B) deny that the event occurred.
C) facilitate news coverage of the event.
D) hire a public relations firm.
E) refrain from publicity that reports the event.
Question 5Which one of the following is likely to concentrate human resources into one unit and serve as the central point for all information flow related to international operations?
A) internationally integrated structures
B) international division structures
C) export departments
D) product division structures
E) global matrix structures
Question 6One way for a company to measure the effectiveness of its publicity-based public relations efforts is to
A) tabulate the equivalent in advertising dollars if the time and space were purchased.
B) ask for return of reply cards.
C) calculate market share increase.
D) count the number of exposures in the media.
E) conduct an environmental audit of media alternatives.
Question 7XYZ Logistics was engaging in limited transportation of agricultural products overseas. However, it recently made the decision that it wanted to increase the exporting of products to Canada, Mexico, Argentina, Brazil, and other countries. To do this it created a new subunit of its marketing division that would specifically focus on these activities. XYZ Logistics has adopted a(n) __________ structure.
A) export department
B) trading company
C) international division
D) internationally integrated division
E) geographic
Question 8A content analysis of an organization's messages, readability studies, and readership surveys are all tools used to conduct a(n)
A) consumer survey.
B) public relations audit.
C) environmental audit.
D) communications audit.
E) social audit.
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