Hoover's All Aboard marketing campaign in trade magazines ...

[awywial]

Hoover's All Aboard marketing campaign in trade magazines portrayed in the text was based largely on _________ power to attract channel members.
 a. coercive
  b. reward
  c. legitimate
  d. expert
  e. referent

Question 2

Describe the process of country screening and selection.

[voltaire123]

Answer to Question 1

B

Answer to Question 2

An international company would typically aggregate a selection of criteria discussed in the macro-segmentation section that are deemed important by the company (e.g., market potential, degree of political and financial stability, etc.). The criteria deemed important are selected from brand managers or other decision makers in different international markets. The criteria are then assigned an importance weight which denotes the extent to which the company considers a particular trait important its decision to enter the market. The potential target countries are then rated on each of the criteria. Finally, an importance score is multiplied by the performance score for each of the screening variables. The total score for each country is then calculated by adding the resulting scores. This is the country attractiveness score that can be used to compare between potential target countries.