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Strona 3

marketing 2

Pytanie 17
Inditex(fashion retailer with Zara, Massimo Dutti and other clothing brands in its portfolio) coordinates distribution channel as the owner of each link within a channel. This means that Inditex applies:
corporate vertically integrated distribution channel
administrative vertically integrated distribution channel
contractual vertically integrated distribution channel
Pytanie 18
Indicate the level of product structure which is the easiest to standardise:
augmented product
core of product
future product
Pytanie 19
Global price follower practice is the most suitable for:
newcomers to global market
local market leaders
companies unexposed to global forces
Pytanie 20
.Developing pan-cultural or “culture-free” measures in conducting international marketing research is characteristic for:
emic approach
balance between the emic and etic viewpoints
etic approach
Pytanie 21
One of the benefits of the use of a global or regional brand is:
the possibility of tailoring image to local uses of the product
flexibility
better marketing impact and focus
Pytanie 22
One of the advantages of licensing as a foreign market entry mode is:
the guarantee of maintenance firm’s reputation and image
in comparison to joint venture- it allows for the greater control over the operations abroad
the possibility to avoid trade barriers
Pytanie 23
High-touch positioning:
underlines technical specification of the offered products
refers to the emotional values deriving from the use of particular goods
is not used by car manufacturers
Pytanie 24
2.Europroduct is a concept of a product which is characterized with:
fulfilling the requirements of safety, health and environmental standards imposed by EU
the fact that it is produced on the EU territory only
full adaptation of physical features to the preferences of so called Euroconsumers in different markets
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