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Exam 1: Introduction to Global Marketing

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Question 21

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A type of advantage that a company enjoys by virtue of the fact that it has experience in more than one country is referred to as:

A) driving force.
B) globaphobia.
C) leverage.
D) management myopia.
E) restraint.

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Question 22

Multiple Choice

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Nike recently adopted the slogan "Here I am" for its pan-European clothing advertising targeting women.The decision to drop the famous "Just do it" tag line was based on the research indicating that:

A) the famous slogan did not have accurate translation in European languages.
B) Europeans do not like tag lines that portray American thinking.
C) college-age women in Europe are not as competitive about sports as men are.
D) the old slogan conveys superiority of men over women.
E) European women want to differentiate themselves from men.

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Question 23

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In global markets,Starbucks is a good example of simultaneously executing all of the growth strategies except:

Explain,with examples,the benefits of competitive advantage and show how globalization presents companies with unprecedented opportunities.

Why is it important for a firm to have global marketing strategy?

Toyota and Honda are two examples of companies that exhibit key characteristics of transnationality.

The transformation of formerly local or national industries into global ones is part of a broader economic process of globalization.

An industry is considered to be global to the extent that its industry position in one country is dependent upon the industry position in other countries.

The National Football League (NFL)promotes American football in the United Kingdom by draping banners every fall over London's Regent Street to create awareness of the games.

Using McDonald's as an example,show how effective global marketing can be successfully achieved.

U.S.President Donald Trump's "America First" agenda is just one example of the way some nations are retreating into protectionism and isolation.

The geocentric orientation represents a synthesis of ethnocentrism and regiocentrism.

Multinational companies pursuing strategies of product adaptation run the risk of failing to be successful against global competitors that have recognized opportunities to serve global customers.

Companies doing business in China must take extra care to protect knockoffs.

The region that leads in the World Pharmaceutical Market is:

When a company succeeds in creating more value for customers than its competitors do,that company is said to enjoy competitive advantage.

Starbucks offers a loyalty card and rewards program in the United States with an app that displays a bar code that can be scanned by the customer.This is an example of market development.

What are the dimensions of global marketing strategy (GMS)that pertain to marketing management?

The term "polycentric" describes management's belief or assumption that each country in which a company does business is the same as the home country business.

Ethnocentric orientation is sometimes associated with all of the following attitudes except: