In the emerging marketing: A-We have to consider only the 4S B-We have to consider the 4Ps and the 4S C-We have to consider only the 4Ps

Globalization can be seen as: (multiple choice0) A)The reinforcement of local protection B)A convergence of lifestyles and social values C)The emergence of global markets D)The maintenance of local habits E)The reduction of national sovereignty

Benefit corporation pursue: Profit planet and people goals Profit and planet goals Only profit goals

Mark the correct answer: (multiple choice) A patent treaties provide the option of submitting one patent for protection in several nations but there aren’t international patent agreement in Europe, Asia, US and Africa The International Organization for Standardization (ISO) develops international product standards that are mandatory in 160 countries Trademarks don’t depend on country legislation Patent is a form of protection that provides a person or legal entity with exclusive rights for making, using or selling a concept or invention and excludes others from doing the same for its duration Patents cannot be considered a measure of country’s innovation Trademarks protect words, names, symbols, sounds and colours that distinguish goods and services

European Union is: Common union Common market FTA

Qualitative market researches describe phenomenon by Providing stimuli, motivations, interpretations non-quantifiable Providing a dimension

According to McKinsey/General Electric matrix: Countries with low market attractiveness and in which the company has low competitive strength to be considered selectively Countries with high market attractiveness and in which the company has a high competitive strength are strategic to invest

Positioning is: The way consumers, users, buyers and others view competitive brand or types of products The way competitors react to the company strategy The way the company control the marketing mix

Mark the true statement: The shape of the PLC curve can vary in the different countries in which it is commercialized PLC cannot vary in the different countries in which it is commercialized The product phase in the life cycle can vary in the different countries in which it is commercialized Both the shape and the phase of PLC can vary in the different countries in which it is commercialized

In International marketing, pricing decision should be taken considering: (multiple choice) Competitive factors Only profitability Country factors Product factors Distribution factors Cultural and consumers’ habit factors Fashion factors

Temporary promotion can influence sales but: It is important to consider the quantities sold soon before and soon after the promotion period The only thing that matters is the revenues during the promotion period It is important to consider not only the quantities sold soon before and soon after the promotion period but also the effects of substitution and cannibalization during the promotion period

What are the factors to consider when deciding the globalized or localized communication? (multiple choice) Language and symbols Foreign market media Legal constraints Pricing Fashion Economic and social system Advertising style Religion Competition Stage of the PLC Cultural values and consumer preferences The tastes of local managers

What is multichannel strategy? The commercialization of the company products through direct and indirect channels physicals, digital, touchpoints, coherently among the channels in terms of pricing, assortment, promotion, communication The commercialization of the company products through direct and indirect channels physicals, digital touchpoints, with no coherency among the channels

The different organizational format for international marketing are: (multiple choice) Product-based organizational format Functional organizational format Managers organizational format Matrix organizational format Regional organizational format Divisional organizational format

The length of distribution channel is determined by: The number of intermediaries of the same typology operation in the channel (ex. Many or few retailers) The number of levels and types of intermediaries (ex. Agents, wholesalers, retailers)

Thanks to the technological diffusion of devices: The smartphone is the main gateway to products and services Companies prefer to use few touchpoints to reach customers Customers refuse to be multi-device Customers are multitasking and their attention curve is shorter than in the past Companies must adopt a multichannel strategy to reach the customers and to get their attention

In the communication brief for the Agency is important to specify: The company objective, the budget, the distribution channel The communication objective, the target audience, the customer insight, the unique sell proposition, the reason why, the budget

The market potential of a country can be estimated: By the analysis of consumer demand or by analogy with another country with similar consumer behaviour By the analysis of consumer demand or by analogy with another country with similar consumer behaviour or by the analysis of the competitors sales and market share in the country Only by analysis of consumer demand

The choice between standardization and adaptation of marketing strategies is the key of the company success in international marketing. There are some alternatives: (multiple choice) The domestic product is exported abroad without modifications (standardization) A global standardized product is created to target a transnational segment Never a new product must be created to target a foreign market The domestic product is exported abroad with some adaptation A global standardized product is created to target a transnational segment across different foreign markets, but some adaptations are required

If companies decide for concentration and standardization strategies, they will incur in: High cost, low risk Low risk, low cost High risk, low cost High cost, high risk

4S: Awareness, availability, accountability, accessibility Accessibility, awareness, availability, affordability Affordability, accessibility, anticipability, availability Awareness, achievability, affordability, accessibility

Mark the correct statement (multiple choice): Segmentation is the subdivision of the market into homogeneous subsets (segments) of consumers on the basis of variables that can unite them in purchasing and/or consumption behaviour Segmentation of global market is easy because there are similar segments in all the country Macrosegmentation is never based on Pestel analysis Prioritization of countries can’t be based on market attractiveness and competitive position According to McKinsey/Gen Electric matrix, countries with high market attractiveness and in which the company has a high competitive strength are strategic to invest

Online marketing research with big data: Capture a large amount of information about customers, competitors and suppliers that can be stored and analysed Capture a large amount of data but can’t be stored and analysed so are useless

In international marketing, distribution decision should be taken considering (multiple choice): The consumer purchasing and shopping habits The product complexity The strength of local managers The competition The international marketing strategy of the company (the control that the company aims to reach) The politic environment The local regulations The distribution strategy

Agile management is focused on: Speed and customers in order to create adaptability and innovation Control and alignment in order to create execution and clear processes

Mc Kinsey/General Electric matrix is useful for: Prioritization of competitive position Prioritization of countries in order to decide where to invest, where to wait and see, where to drop Prioritization of market awareness

What is PESTEL analysis: Political, educational, social, technological, environmental, legal Political, economic, social, technological, environmental, legal Power, economic, social, technological, environmental, legal

How many aspects of globalization can be considered? 6 (cultural, financial, technological, sociological, economic, tradition) 3 (cultural, financial, technological) 5 (cultural, financial, technological, sociological, economic) 4 (cultural, financial, technological, sociological)

ESG are: Used by financial investors to evaluate companies from a sustainable point of view Used by United nations to evaluate government’s policies Used by companies for greenwashing

Companies that look carefully at the Green economy: Practise Customer social responsibility Don’t pay attention to UN SDGs goals Prefer not to be B Corp

Mark the correct answer (multiple choice) In the monochronic culture arriving late at a meeting is a sign of respect A “deep culture” is the sum of values, orientation toward time and space and non-verbal communication many of which have hidden meanings, understandable only to cultural insiders A “surface culture” is the sum of the tangible aspects, those that can be seen, heard and touched Culture is based on stereotypes A country’s culture has been defined as the collective programming of the mind that distinguishes the members of one group of people from another

According to Hofstede’s model countries can be classified according to: Concepts of self and others, interactions with others or for others, dealing with uncertainty, equality or inequality in interpersonal interactions, virtue regardless of truth, facilitation of human need Openness to change, self transcendence, conservation, self enhancement

Arrangements done to reduce or eliminate tariff and non-tariff barriers on goods among member countries, create a common external tariff and free movement of people and capital among member countries are called: Common markets Common unions (dovrebbe essere “customs union” Free trade areas

International marketing researches are important because Can provide business model Can provide market size, trends and habits of each country Can avoid responsibilities for local management

Integrated communication plan include (multiple choice): Advertising Organization Sales promotions Direct marketing Personal selling Distribution Public relations

What is a dual extension strategy? When a company adapt the communication to local preferences maintaining the same product across different countries When a company adapt both the communication and the product to local preferences across different countries When a company adapt the product to the local preferences maintaining the same communication strategy across different countries When a company is selling the same product with the same communication strategy across different countries

The use of social media as an instrument of advertising is a form of an interactive communication but the risk is to receive complaints and have a boomerang effect. The strategy is: An agency that answers instead of the company Transparent answer and quick response Close to social media

The steps of marketing research process are: Using big data Deciding the research methodology, designing the research purpose and objective, reporting the results, collecting data Deciding the research purpose and objective, deciding the research methodology, designing the research, collecting data, reporting results

Targeting is the process of selecting the most promising segments and deciding how to address their needs. Companies can decide: Companies must take both the a) and b) decisions For a concentration strategy or a diversification strategy For a standardization strategy or an adaptation strategy

The competitive advantage is: The set of elements of the product the make the customer choose that brand instead of the competitors The elements that make the product copied by competitors The elements that make the business profitable

In the adaptation/diversification strategy according products, the Italian food company Barilla did not adapt the core range of products but created an international range, only available out of Italy True False

According to Globe Research, the countries can be grouped in 20 clusters according to 18 cultural dimension True False (sono 10 clusters e 9 cultural dimensions)

Political risk in doing business in some countries can be reduced through: (multiple choice) Local sourcing of components and hiring resident managers Entering markets via non-equity methods such as licensing and franchising Diplomatic negotiations Participating in community projects such as promoting social welfare and rural development projects Share ownership with host country nationals Paying extra-taxes Insurance against some political risks is offered by both governmental and private agenciesv

Mark the correct answer: The length of the distribution channel (the number of intermediaries), together with export charges such as insurance, shipping, export documentation and tariffs, must not influence the final price The length of the distribution channel (the number of intermediaries), together with export charges such as insurance, shipping, export documentation and tariffs, can determine a relevant increase of the final price

A positioning map is: None of these The representation of the perception of customers with respect to competitors, based on the relevant discriminating attributes The representation of the competitors market share

In foreign markets: Products can never be customized The way a product is marked can depend on the environment that it is in Products must always be customized

Arriving late at a meeting and interrupting the speaker is considered a serious offense and can affect the result of the business meeting: In a monochromic culture In a polychromic culture

The effectiveness with which resources are integrated to create capabilities depends on: A variety of resources available for the firm Processes, motivation and structure Kind of organizational models Level of hierarchy of the organization

What we mean by the term “innovation” compared to the term “invention”? Innovation refers to a new process, invention refers to a new product Innovation is the initial commercialization of an invention or an idea in the form of a new product or process Innovation launches artificial intelligence tool and service “Innovation” is the same term of “invention”

The profit of an innovation depends on: Legal protection and complementary resources Intellectual property Capital employed Value of the innovation and Innovator’s ability to appropriate the value of the innovation

The external growth strategy is: A strategy that plan to introduce new products in the old markets A strategy that plan to introduce the products in new markets A plan to implement operations like mergers, acquisitions, external alliances An outsourcing strategy of some functional area of the firm

A supply chain perspective –as one of different perspective of supply chain finance- considers: The stocks over the financial components The fixed investments Only the financial components Only the traditional solutions to optimize the working capital

The vertical integration strategy depends on: Transaction costs are increasing in the industry Administrative costs are higher than transaction costs Transaction costs are higher than internal administrative costs Transaction costs are independent from the integration degree

What does the value of the company’s resources depend on? Scarcity, appropriability, level of demand of the resources Cost of procuring resources Realizable value at the end of their use Ability of resources to turn into profit

Which of the following is not an incentive to diversification? Risk spreading Value creation Competitive advantage Growth

Which of the following type of industry has a high level of Foreign Direct Investment and a low level of International Trade? Sheltered Global Multi-domestic Trading

Ambidexterity refers to impossibility to find the right balance between Present and future positioning Supply and demand price preferences Risk and profitability International and national market

Which of the following is the curve that represents the technology evolution over time? S-curve C-curve L-curve V-curve

Which of the following is not a strategy approach suggested by the GE/McKinsey portfolio planning matrix? Harvest Build Invest Hold

Resources and capabilities are: Two different concepts to indicate the same assets of a specific firm Resources like assets of the firm; capabilities like a distinctive combinations of specific resources of the firm Resources refers to financial assets, instead capabilities are the skills of employees The combination between resources and capabilities to build competences

Entry barriers that are effective against small start-up companies tend to be equally effective against established firms diversifying from other industries True False

The source of competitive advantage are: (multiple choice) Different products at lower cost as cost advantage Cost advantage or differentiation advantage Similar products with price premium vs the products of competitors New products

Considering multiple periods of time, and considering maximizing company profit as maximizing company value, the most suitable measurement of performance is: Economic value added Net present value of free cash flow Net operating profit after tax Ebit (earning before interests and taxes)

Merger by union operations involve the creation of a new company True False

The four phases of the product life cycle are: introduction, growth, maturity, decline True False

the concept of sustainability can be applied only to supply dimension and not to demand dimension True False

Cost advantage and revenue advantage are two types of competitive advantage T F

Considering the BCG Matrix, a business area classified as a “question mark” has a low level of relative market share and a high level of relative market growth T F

A critical factor to achieve a real competitive advantage is an adequate combination of the company’s specific resources and, therefore, developing specific capabilities T F

The formula of the EVA (Economic value added) or Economic profit is NOPAT-WACC*CE T F

The ROIC (return on invested capital), as an indicator of return on the capital invested in the business: it considers the EBIT and shareholders’ equity T F

The Gross profit is the result of the difference between sales revenue and cost of bought (or cost of goods sold) T F

The “process management” is based on operative activities flows, as an innovative organizational model T F

The steps of strategic planning are: define goals, understanding the external environment, appraising the internal resources and capabilities, effective implementation T F

The corporate strategy refers to “where” the companies compete; the business strategy refers to “how” the companies compete T F

When the management defines a specific tactic for its company, it is establishing the conditions to reach a long term competitive advantage T F

When the company increases the quality of its production, it reaches economies of scale if the variable costs remain unchanged T F