大学课程国际营销hapter10.docVIP

Chapter 10—Product Adaptation TRUE/FALSE Making a profit is the key to successful marketing. ANS: F PTS: 1 DIF: Moderate REF: p. 324 The core of a firm’s international operations is pricing. ANS: FPTS: 1 DIF: Moderate REF: p. 324 In order to differentiate a product，a marketer tries to highlight the similarities it has with products in the same class so as to highlight the likenesses of each. ANS: F PTS: 1 DIF: Moderate REF: p. 324 One of the drawbacks of customization is cost savings in production and marketing. ANS: F PTS: 1 DIF: Difficult REF: p. 326 Industrial products are less culturally grounded and warrant less adjustment than consumer goods. ANS: T PTS: 1 DIF: Difficult REF: p. 326 The need for adaptation is based on the degree of cultural grounding. ANS: T PTS: 1 DIF: Easy REF: p. 327 The more exporters learn about local market characteristics in individual markets, the more they are able to establish similarities and，as a result，customize their marketing approach，especially across similar markets. ANS: FPTS: 1 DIF: Moderate REF: p. 329 The characteristics and behavior of intended customer groups are as important as governmental influences on the product adaptation decision. ANS: T PTS: 1 DIF: Moderate REF: p. 331 Positioning is the physical space a product assumes on a store shelf，and companies pay huge sums of money to have their products first in line. ANS: F PTS: 1 DIF: Moderate REF: p. 333 Backward innovation is when a company produces a drastically simplified version of a product due to lack of purchasing power or usage conditions. ANS: T PTS: 1 DIF: Easy REF: p. 335 The brand mark is the vocalizable part of the brand, the brand name the nonvocalizable part. ANS: F PTS: 1 DIF: Moderate REF: p. 336 Consumer nondurables, such as food products，generally show the highest amount of sensitivity toward differences in national tastes and habits. ANS: T PTS: 1 DIF: Difficult REF: p. 336 The value of brands are usually listed on balance sheets. ANS: F PTS: 1 DIF