BCOR 2201 COMPREHENSIVE EXAM 2025/2026 QUESTIONS
AND SOLUTIONS GRADED A+ TIP
✔✔International firm - ✔✔extension of home marketing strategy, views marketing to
other markets the same as home market
✔✔multinational firm - ✔✔Multi-domestic marketing strategy, views of world as unique
parts and markets to each differently
✔✔transnational firm - ✔✔global marketing strategy, views world as one market and
standardizes marketing activities where there are cultural similarities, adapts where they
differ
✔✔cross-cultural analysis - ✔✔to market effectively on a global scale, one must analyze
the similarities and differences of consumers across global geographies in 5 key areas:
values
customs
cultural symbols
language
ethnocentricity
✔✔Direct vs. indirect exporting - ✔✔Direct: sells domestically produced product in a
foreign country without intermediaries: high risk, high profit potential, high control, good
for large sales volume
Indirect: uses intermediary; sells domestically produced products with low risk, low profit
potential, good control, easiest, low-involvement
✔✔licensing (contract manufacturing & franchising) - ✔✔Contract manufacturing &
contract assembly: offers up the rights to trademarks, patents, formulas or other
intellectual property in exchange for a royalty or fee. Product is produced or assembled
abroad by a third party
Franchising: varying degree of ownership and operation between the franchisor and the
franchisee. -less control of product, reduced profits, may create own competition, but a
leg up starting in a new market
✔✔Joint venture - ✔✔two firms invest together, shared control, optimize resources,
know market, but can disagree
✔✔Direct investment - ✔✔an owned foreign subsidiary such as Nissan has in
Tennessee or that Target tried to do in Canada
✔✔How to market to the bottom of the pyramid (4 A's) - ✔✔Awareness: creating an
awareness of the product and service such that the BOP consumers and producers
know what is available and on offer
, Access: enabling access such that even consumers in remote locations are able to get
access to the products/services
Affordable: ensuring that the product or service is affordable; usually most difficult
problem
Availability: to build trust and a loyal base at the BOP, we have to ensure an
uninterrupted supply of products and services
✔✔4 basic business risks - ✔✔Technical risk: can we develop an app that does what
we want?
People risk: can I retain my key employees?
Financial risk: can we keep the company well financed?
Market risk: factors affecting the market you are in such as shifting market trends or
events that impact the market; "most dangerous risk"
✔✔5 step marketing research approach - ✔✔1. Define the problem
2. Develop the research plan
3. Collect relevant information
4. Develop findings
5. Take marketing actions
✔✔Secondary data - ✔✔already exists
✔✔primary data - ✔✔information collected for the specific purpose at hand
✔✔Exploratory research - ✔✔open-ended exploring, helps gain an understanding of a
relatively vague issue
✔✔Descriptive research - ✔✔measuring or quantifying, find frequency something
occurs or identify a relationship (correlation)
✔✔Casual/experimental research - ✔✔asses impact from a variable, determine impact
of one factor or another (causation)
✔✔exploratory research - ✔✔uses open-ended questions, results analyzed through
qualitative analysis
ex.) individual/in-depth interviews, focus groups, ethnography: observing or watching
the customer in the use of the product or doing whatever action to be done: Gillette
razor study
✔✔Descriptive research methods - ✔✔uses fixed-alternative questions, results
analyzed through quantitate analysis
ex.) online surveys, telephone surveys, mall intercept interviews
AND SOLUTIONS GRADED A+ TIP
✔✔International firm - ✔✔extension of home marketing strategy, views marketing to
other markets the same as home market
✔✔multinational firm - ✔✔Multi-domestic marketing strategy, views of world as unique
parts and markets to each differently
✔✔transnational firm - ✔✔global marketing strategy, views world as one market and
standardizes marketing activities where there are cultural similarities, adapts where they
differ
✔✔cross-cultural analysis - ✔✔to market effectively on a global scale, one must analyze
the similarities and differences of consumers across global geographies in 5 key areas:
values
customs
cultural symbols
language
ethnocentricity
✔✔Direct vs. indirect exporting - ✔✔Direct: sells domestically produced product in a
foreign country without intermediaries: high risk, high profit potential, high control, good
for large sales volume
Indirect: uses intermediary; sells domestically produced products with low risk, low profit
potential, good control, easiest, low-involvement
✔✔licensing (contract manufacturing & franchising) - ✔✔Contract manufacturing &
contract assembly: offers up the rights to trademarks, patents, formulas or other
intellectual property in exchange for a royalty or fee. Product is produced or assembled
abroad by a third party
Franchising: varying degree of ownership and operation between the franchisor and the
franchisee. -less control of product, reduced profits, may create own competition, but a
leg up starting in a new market
✔✔Joint venture - ✔✔two firms invest together, shared control, optimize resources,
know market, but can disagree
✔✔Direct investment - ✔✔an owned foreign subsidiary such as Nissan has in
Tennessee or that Target tried to do in Canada
✔✔How to market to the bottom of the pyramid (4 A's) - ✔✔Awareness: creating an
awareness of the product and service such that the BOP consumers and producers
know what is available and on offer
, Access: enabling access such that even consumers in remote locations are able to get
access to the products/services
Affordable: ensuring that the product or service is affordable; usually most difficult
problem
Availability: to build trust and a loyal base at the BOP, we have to ensure an
uninterrupted supply of products and services
✔✔4 basic business risks - ✔✔Technical risk: can we develop an app that does what
we want?
People risk: can I retain my key employees?
Financial risk: can we keep the company well financed?
Market risk: factors affecting the market you are in such as shifting market trends or
events that impact the market; "most dangerous risk"
✔✔5 step marketing research approach - ✔✔1. Define the problem
2. Develop the research plan
3. Collect relevant information
4. Develop findings
5. Take marketing actions
✔✔Secondary data - ✔✔already exists
✔✔primary data - ✔✔information collected for the specific purpose at hand
✔✔Exploratory research - ✔✔open-ended exploring, helps gain an understanding of a
relatively vague issue
✔✔Descriptive research - ✔✔measuring or quantifying, find frequency something
occurs or identify a relationship (correlation)
✔✔Casual/experimental research - ✔✔asses impact from a variable, determine impact
of one factor or another (causation)
✔✔exploratory research - ✔✔uses open-ended questions, results analyzed through
qualitative analysis
ex.) individual/in-depth interviews, focus groups, ethnography: observing or watching
the customer in the use of the product or doing whatever action to be done: Gillette
razor study
✔✔Descriptive research methods - ✔✔uses fixed-alternative questions, results
analyzed through quantitate analysis
ex.) online surveys, telephone surveys, mall intercept interviews
