Chapter 8: Marketing in Europe

Multiple Choice

1. Which marketing strategy actively seeks to take account of the unique national market conditions in the company portfolio of host countries?

a. domestic marketing strategy

b. international marketing strategy

c. regional marketing strategy

d. global marketing strategy

2. Which EU marking/labelling is used to indicate management of packaging waste through recycling targets and collection and recycling systems?

a. e-mark

b. energy marking

c. Mobius loop

d. CE mark

3. Which ONE of the following options is not part of the AIDA toolbox?

a. raising awareness and combating customer perception biases

b. investigating customer preferences for the product/service

c. building desire to purchase a product or service

d. convincing the customer to take actively seek out the product or service

4. For the 4 Ps model of product and service marketing, which of the following scenarios is primarily concerned with the quality, features, options, style, brand name, packaging, sizes, services, warranties and returns?

a. best product scenario

b. best price scenario

c. best promotion scenario

d. best place scenario

5. Which of the following could be used by a European marketer as a base for segmentation?

a. geographical

b. psychological

c. behavioural

d. all of these

6. The segmentation of European customers continues to be a challenge for marketers, which of the following tensions are often cited as the reason for this challenge?

a. the inability of firms to develop the necessary resources and capabilities

b. the growing integration of the Single Market into the global economy

c. the simultaneous processes of convergence and divergence in the Single Market

d. none of these

7. Which of the following would be an indication of the harmonization of EU member countries’ political and legal conditions?

a. the same origins of the legal system

b. the degree to which EU legislation is adopted

c. a shared history of government due to shifting borders

d. none of these

8. How has digitalization been changing the nature of work in the EU?

a. Work is increasingly becoming more collaborative and manageable.

b. Work is increasingly becoming less flexible and hierarchically managed.

c. Work is increasingly being done in teams that are locally oriented.

d. Work is increasingly being individualized and becoming more intense.

9. Which of the following concepts refers to automation and data exchange trends emerging from manufacturing technologies that encompass cyber-physical systems, the Internet of things, cloud computing and cognitive computing, and more?

a. industrial revolution

b. industry renewal

c. Industry 4.0

d. none of these