Click on the box next to each answer. Keep track of your own score.

1. According to your professor, a strategy whereby an organization develops customized marketing tactics for each of different world markets is a(n):
   • A. domestic marketing strategy. INCORRECT This has to do with developing marketing activities  that focus on the market in the country of origin.
   • B. international marketing strategy. INCORRECT This is a term that lacks specific meaning from the   perspective of strategy.  It merely means   that marketing activities are conducted across   one's national borders.  E.g., if you are   selling on eBay in the US and someone in Canada   makes a purchase, you are now considered an   international marketer.
   • C. multinational marketing strategy. CORRECT Some marketers and textbook authors use this term   interchangeably with international marketing   and global marketing.  Others, like your   professor, use the terms multinational and   global to imply a particular kind of strategy   in international markets.  See Answer D for more differentiation between these   terms of art.
   • D. global marketing strategy. INCORRECT With regard to international marketing strategy, the term   "global" is often used to mean that a   standardized, rather than customized, approach is   being used.  In a global marketing strategy,   the marketer attempts to formulate product design   and other elements of the marketing mix to be   as similar as possible across all markets.    One reason to develop a global marketing strategy is   to maximize economies of scale.  For some products, situations, or markets, this is not   easily possible; a multinational marketing   strategy recognizes the differences between   markets, recognizes that compromises to standardize   a product can lead to an unacceptable product in all   markets, and tailors the marketing mix to best   suit individual markets.  
2. In attempting to enter foreign markets, one often faces great barriers to entry.  There could be resistance by buyers, resistance by government agencies, resistance by channel members, resistance by buyers, etc.  One way a seller can overcome such barriers to entry is through:
   • A. exporting. INCORRECT  
   • B. importing. INCORRECT  
   • C. international trade agreements (e.g., NAFTA). INCORRECT These are agreements between whole nations; a single   seller isn't going to be able to enact such   an agreement on its own in the short run.
   • D. dumping. CORRECT Dumping can be unethical and illegal, but it is nonetheless   a way to gain entry into a market that presents   barriers to entry.  From the perspective of   domestic marketers who face unfair competition from   dumping, it can be difficult and expensive to prove   that the foreign competitor is dumping; if   successful in proving dumping in the courts, the   case might come to a close too many years after the   fact to be of any help in stopping the foreign   competitor.
3. In attempting to enter foreign markets, one often faces great barriers to entry.  There could be resistance by buyers, resistance by government agencies, resistance by channel members, resistance by buyers, etc.  One way a seller can overcome such barriers to entry is through:
   • A. a joint venture. CORRECT But another answer is also correct. In a joint venture, firms in both countries form   an entity in which both organizations take an   ownership.  Each brings special knowledge,   skills, and other resources to the partnership   such that together the new entity can perform   in a way that neither contributor alone could   do.  E.g., one might know how to manufacture   the product, but face a barrier to entry with   regard to distribution channels that are   familiar to the second partner.
   • B. a strategic alliance. CORRECT But another answer is also correct. In a joint venture, both firms take partial ownership   in the new entity; in a strategic alliance,   the two firms stay separate but closely share   information that would not normally be shared   with competitors or other outside third parties.
4. In attempting to enter foreign markets, one often faces great barriers to entry.  There could be resistance by buyers, resistance by government agencies, resistance by channel members, resistance by buyers, etc.  One way a seller can overcome such barriers to entry is by allowing a foreign firm to manufacture and/or sell a product under one's brand name, but under strict controls regarding the qualities of the product and with payment of a fee.  This strategy is known as:
   • A. franchising. MAYBE Franchising and licensing are similar ideas.    Franchising is associated with allowing the   franchise owner to use one's brand name,   promotional materials, raw materials, and such   in payment of a fee.  We tend to associate   licensing with the use of proprietary methods   and such, but not so much with the use of   particular promotions, raw materials, etc. See other answers.
   • B. licensing. MAYBE See Answers A and C.  The wording of the question   isn't specific enough to clearly tell whether this is   an issue of licensing or franchising - they   are similar ideas - or of contract manufacturing.  If the foreign firm is merely permitted to use the brand   name or a particular manufacturing process in   exchange for a fee, we would call this licensing. If the foreign firm is required to purchase particular   advertising, raw materials, and such to operate   as an extension of the brand owner, then we would   more likely think of this as a franchising   agreement. In either case, the brand owner is able to obtain   foreign distribution, something that could be   difficult without the expertise or contacts of   the licensed or franchised organization.
   • C. contract manufacturing. MAYBE See the other answers -- the wording of the question   is too vague to say that any one answer choice   is clearly the one and only correct answer,   although this answer could be eliminated at   the suggestion that the contracted party is   a seller. We might not license the manufacturing technology in   contract manufacturing, but we can still   maintain strict controls on how the product   is made and on the qualities of the finished   product.  One reason to contract with another firm for the   manufacture of a product is that the domestic   firm lacks knowledge of various aspects of   working in the foreign environment, such as   how to manage a foreign workforce, how to   navigate through the legal system, etc.
5. Language and culture are problems in international marketing.  A word or phrase that has a specific meaning in, say, American English can have a completely different meaning when translated into another language.  Translated to another language, the meaning can still differ depending on the dialect -- e.g., not all Spanish phrases carry the same meaning to all Spanish speaking people.  One way to ensure that the correct meaning is portrayed in translated marketing messages is through the use of:
   • A. more than one computer translation application. INCORRECT If you have ever used computerized translation   software (e.g., to translate a Web page),   you know what sorts of goofy contextual   results you often get.
   • B. more than one human translator. INCORRECT Well, maybe correct, but not simply by using two   different people for the original   translation.  See Answer C for how   you would use two people - it is more   correct because the answer is more   direct and unambiguous as to meaning.
   • C. back translation. CORRECT After someone translates the message, ask   someone else to translate it back. As I am writing this, I am watching a Chinese   channel on FTA satellite TV.    They just ran a commercial for a toilet   with the brand name "Clean and Love".    Had somebody translated this back to Chinese,   they would have found that it isn't an   especially meaningful or even appealing   brand name to an English-speaking, American   culture audience.