Managing a Holistic Marketing Organization习题及答案详解参考.doc

Chapter 21: Tapping into Global Markets GENERAL CONCEPT QUESTIONS Multiple Choice 1. Red Bull has gained ________ of the worldwide energy drink market by skillfully connecting with global youth. a. 70 percent b. 80 percent c. 60 percent d. 50 percent e. 90 percent Answer: a Page: 667 Level of difficulty: Medium 2. Red Bull built buzz about the product through its ________. a. “buzz marketing program” b. “in program” c. “marketing program” d. “seeding program” e. “advertising campaign” Answer: d Page: 667 Level of difficulty: Medium 3. A global industry is defined as ________. a. an industry in which the strategic positions of competitors are fundamentally affected by their overall global positions b. an industry that operates in more than one country and captures RD, marketing, and other financial advantages in its costs and reputation. c. an industry that operates in more than one country and has a strategic position in many countries d. a firm that operates in more than one country and has a sales and marketing staff in those countries e. an industry that has strategic positions in many countries but is not affected by competition Answer: a Page: 668 Level of difficulty: Medium 4. A global firm is one that ________. a. where the strategic positions of competitors are fundamentally affected by their overall global positions b. operates in more than one country and captures RD, marketing, and other financial advantages in its costs and reputation c. operates in more than one country and has a sales and marketing staff in those countries d. operates in more than one country and has a sales and marketing staff in those countries developing e. has strategic positions in many countries but is not affected by competition researching Answer: b Page: 668 Level of difficulty: Medium 5. International trade in 2003 accounted for over ________ of U.S. GDP up from 11 percent in 1970. a. one-third b. one-eighth c. one-half