International Marketing 17th Edition By Cateora – Test Bank

Chapter 12
Global Marketing Management: Planning and Organization

True / False Questions

1. In the 1970s, the market segmentation argument in global marketing was framed as “global integration versus local responsiveness.”

True False

2. To be a success in the global marketplace today, the best companies will focus on country as the primary segmentation variable.

True False

3. From the marketing perspective, the ideal market segment size, if customer satisfaction is the goal, is one.

True False

4. Age and gender have been the most obvious international market segmentation variables, particularly for Americans.

True False

5. Spreading the portfolio of markets served brings important stability of revenues and operations to many global companies.

True False

6. Tactical planning is essentially long term, incorporating generalized goals for an enterprise as a whole.

True False

7. Strategic planning is conducted at the highest levels of management and deals with products, capital, research, and the long-and short-term goals of a company.

True False

8. In the context of planning for global markets, the planning process is a primary medium of organizational learning.

True False

9. The first step in the international planning process is to adapt the marketing mix to target markets.

True False

10. Incorrect decisions taken in Phase 2 of the international planning process lead to products inappropriate for the intended market or costly mistakes in pricing, advertising, and promotion.

True False