CHAPTER FOUR GLOBAL MARKETS 3.0

Multiple Choice

1. The web’s content and language will become ________ while companies cater to a variety of cultures and provide local content.
2. less diversified
3. more diversified
4. less visual
5. none of the above
6. The greatest challenges to e-marketing opportunities lie in ________.
7. countries with emerging economies
8. countries with developed economies
9. countries in Asia
10. countries in South America
11. ________ are ideally suited for the broad range of e-marketing activities.
12. Emerging economies
13. Developed countries
14. Underdeveloped countries
15. Least developed countries (LDCs)
16. Emerging economies ________.
17. have low levels of GDP
18. are experiencing rapid growth
19. are working toward improved standards of living for their citizens
20. all of the above
21. Businesses in emerging economies must deal with problems such as ________.
22. fewer computer users
23. expanded credit card use
24. several methods of online payment
25. all of the above
26. A company operating from a country with an emerging economy and wanting to target markets in developed countries must understand ________ within the population.
27. market similarity
28. market differences
29. market dissimilarity
30. domestic markets
31. All of the following are examples of market similarity between developed countries, except ________.
32. high literacy rates
33. high internet usage rates
34. distrust of credit cards
35. efficient package delivery services
36. E-commerce is emerging markets is often hampered, or hindered, by ________.
37. limited use and acceptance of credit cards
38. types of products purchased online
39. clear definition of market segments willing to shop online
40. all of the above
41. E-marketers working in emerging economies should know and understand ________.
42. how many credit cards are in circulation
43. consumer attitudes toward online purchasing
44. both of the above
45. none of the above
46. Why are diaspora communities an important consideration for e-businesses?
47. Infrastructure is not yet sufficiently developed in home countries.
48. Markets in home countries must deal with slow internet connection speeds.
49. E-businesses operating in countries with emerging markets can use market similarity to target diaspora communities living abroad.
50. Market convergence runs ahead of the curve in emerging economies, providing a useful entry point to e-businesses.
51. Within emerging economies, labor costs may be quite low, but technology and other business costs can be quite high because of ________.
52. privately-owned telephone monopolies
53. lack of competition between ISPs
54. lower internet-related business costs than those in developed countries
55. all of the above
56. According to the text, _________ saw the greatest growth in internet use from 2011 to 2017.
57. Asia
58. Africa
59. Europe
60. North America
61. With the explosive growth and diffusion of ________ the face of e-marketing has changed quite dramatically throughout the world.
62. electricity sources
63. mobile/cellular phones
64. language translators
65. internet cafes
66. _________ consumers are much more likely to use messaging apps such as WeChat than default messaging platforms that come installed on smartphones.
67. Cambodian
68. Nigerian
69. British
70. Chinese
71. ________ are those countries with the world’s poorest economies.
72. Underdeveloped countries
73. Emerging economies
74. Least developed countries
75. Developed countries
76. In which of the following BRIC countries is Facebook not the dominant social networking site, according to the text?
77. Brazil
78. Russia
79. India
80. China
81. ________ means that between countries and between different groups of people within countries, there is a wide division between those who have real access to information and communication technology and those who do not.
82. Digital disparity
83. The digital divide
84. Technological division
85. Technological poverty
86. ________ are businesses that are completely Web-based at their founding.
87. broadband firms
88. electronic infrastructure firms
89. born global firms
90. epicenter firms
91. Successful global e-marketers understand that one of the keys to success is to ________.
92. have a strategy that is adaptable to different local markets
93. have a strategy that is similar in all countries
94. have a strong wireless campaign
95. emphasize web design and graphic in their web sites
96. Internet penetration can be affected by many factors, including ________.
97. income
98. infrastructure
99. computer ownership
100. all of the above

True/False

1. According to the text, a truly global internet is likely to accelerate the convergence of styles, tastes, and products to create a more homogeneous marketplace.
   1. True
   2. False
2. BRIC nations among the world’s Big Emerging Economies (BEMs) account for more than 40% of the world’s population.
   1. True
   2. False
3. Technology plays an important role in helping any country improve its level of economic development through increased efficiencies in production, distribution, and sale of goods and services.
4. True
5. False
6. Limited credit card use among non-US customers slightly restricts a target market’s purchasing ability.
7. True
8. False
9. As evidenced by Druk.net of Bhutan, successful e-marketing can leapfrog a company from nowhere to somewhere in a relatively short period of time.
10. True
11. False
12. Low rates of computer ownership always inhibit opportunities for e-business entrepreneurs in emerging economies.
13. True
14. False
15. Countries with emerging economies often have lower internet-related business costs.
16. True
17. False
18. Companies often consider market similarities across different in order to evaluate entry risks.
19. True
20. False
21. Understanding the national infrastructure for providing electricity throughout a country is an unimportant element in assessing foreign markets.
22. True
23. False
24. The increased availability of mobile phones will definitely eliminate the challenges of wireless e-marketing.
25. True
26. False

1. Media dark refers to rural Indian communities that have no access to radio or TV.
2. True
3. False
4. With regarding to purchasing patterns and practices, it is crucial for global e-marketer to understand the world from their target market’s perspective.
5. True
6. False

Essay Questions

1. What effects will the increasing number of non-US users have on the internet?
2. What are some of the possible solutions to the limited use of credit cards in emerging economies?
3. What are some significant technological challenges to e-marketing in emerging economies?
4. The use of mobile phones to connect to the internet solves some of the problems for e-marketers in emerging economies. What new challenges arise out of the use of mobile phones for internet access?
5. Discuss global trends related to the adoption of smartphones, and what e-marketers must understand about these trends.
6. Consider an internet or e-commerce company that sells exclusively in the US but wants to expand globally. What kind of strategy would you recommend for their initial expansion? What are some of the factors they should consider in pursuing this expansion?
7. How has the China-based company Haier used its web presence to improve its global engagement of consumers and overall competitiveness?