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When a company is a first mover in a foreign market, the costs of promoting and establishing a product offering, including the costs of educating customers, are called: sunk costs. pioneering costs. opportunity costs. greenfield costs. R&D costs. An example of a pioneering cost is the cost of: hiring management personnel. competing with existing multinationals. educating customers. obtaining licenses. retaining employees. Which of the following is true of exporting? It is preferred when tariff barriers are high. It is the preferred mode for selling bulk products globally. It prevents firms from achieving experience curve and location economies. It avoids the costs of establishing manufacturing operations in the host country. It gives maximum control over the distribution network. Which of the following entry modes should a firm with a core competency in technological know-how select? Franchising Wholly owned subsidiary Exporting Strategic alliance Turnkey project