San Diego State University
Imperial Valley Campus
Lars Perner, Instructor
Seminar in International Marketing
Please see the syllabus for the format of the exam and expectations.
On the actual exam, you will be given approximately one half page of space to complete the short
answer questions and two pages for the issue spotter essay.
Part I—Short Answer
. Please answer any six
of the following short answer questions:
Please discuss how Eastern and Western thinkers tend to differ in the way they see objects.
Western thinkers tend to identify and focus on specific objects (e.g., the
wheels on an office chair or the beads in a bracelet) while Eastern
thinkers are more likely to focus on the overall “gestalt” picture and the
relationship between parts.
What are some cautions in interpreting country income figures?
Country income figures tend to reflect averages that may not be meaningful
in economies where income is unevenly distributed.
For example, if 5% of
people in a country have an income of $100,000 and 95% earn $2,500 the mean
Yet, few (or, in this case, none) of the individuals actually
have this mean level.
The median of $2,500 is much lower. There may be
large differences in income by region.
For example, income in Shanghai is
much higher than it is in rural China.
Also, if income figures are
denominated in dollars, income levels will fluctuate with the dollar
although there is less of a change in the local economy.
Data for some
countries, where much of the economy is underground, may also be
According to the text, what is
in trade, and what are the implications of this
Transparency involves the extent to which trade decisions are made “in the
open” with clear rules being published.
In some countries, clear rules are
not published, and arbitrary and inconsistent decisions may be made by
The Giant Lonestar Band is interested in marketing its new country music CD entitled
Texas Size Ego
in China and Japan. Please discuss what they might expect to experience
during negotiations with distributors there.
The band will probably encounter a greater emphasis on socializing and non-
task activities before real negotiations begin.
The setting may be
somewhat more formal, and there will be a need to watch for non-verbal
Some delay should be expected if a translator is used.
Words, even when translated, may have different meanings.