CE Market Research & Global Sales Strategies 2

Question 1

Which research method is most effective for understanding cultural nuances that affect purchasing behavior in a new export market?

Accepted Answer

Ethnographic field research and in-depth interviews

Answer

Ethnographic field research and in-depth interviews uncover cultural drivers of behavior that quantitative or secondary data sources typically miss.

Question 2

A U.S. exporter discovers that its top-performing domestic product has a name that translates to an offensive phrase in the target country. The best immediate action is to:

Accepted Answer

Rebrand the product specifically for that market

Answer

Rebranding for the specific market protects brand reputation while preserving the export opportunity.

Question 3

The 'waterfall' market entry strategy involves:

Accepted Answer

Sequentially entering markets one at a time, applying lessons from each

Answer

The waterfall strategy reduces risk by applying learning from each successive market before entering the next.

Question 4

When calculating Total Addressable Market (TAM) for an export opportunity, an exporter should:

Accepted Answer

Estimate maximum revenue if 100% market share were achieved in the target country

Answer

TAM represents the total revenue opportunity available if a company achieved 100% market share, providing the ceiling for market sizing.

Question 5

A 'born global' firm is characterized by:

Accepted Answer

Pursuing international markets from or near inception rather than expanding domestically first

Answer

Born global firms internationalize rapidly from inception, leveraging technology and niche expertise rather than first building a domestic base.

(CE) Certified Exporter Practice Test

(CE) Certified Exporter Practice Test

CE Market Research & Global Sales Strategies 2