Exam 1: Introduction to Global Marketing

Starbucks entered India via an alliance with the Tata Group.This is an example of "market penetration."

Which of the following descriptions does not portray an entrepreneur?

Four decades ago,the phrase global marketing did not exist.

Leverage from scale economies is limited to manufacturing industries.

The cell phone division of Toshiba prospered by doing business in the domestic market.When handset sales slowed,Atsutoshi Nishida,president of Toshiba noted,"We were thinking only about Japan.We really missed our chance." This statement is indicative of a(n)________ orientation.

The essence of marketing is to surpass the competition at the task of creating perceived value.

A disproportionate amount of wealth has flowed to the "have nots" and "have yachts," with much going to the "have nots."

Burberry's global marketing strategy of offering "affordable luxury" to customers in the United States,with a value proposition of being more expensive than Coach and less expensive than Prada represents a focus on:

What is "global marketing" and how does it differ from "regular marketing"? Give examples of at least one major corporation that explains these differences.

Transnational companies,such as Toyota and Honda,have characteristic features that include:

Give examples to show the differences between ethnocentric and polycentric orientation.

A critical reason why companies need to take global marketing seriously is survival.

Launching of Burberry Acoustic to enhance advocacy and sharing via social media and online channels is an example of which marketing mix element?

A fundamental difference between regular marketing and global marketing is the:

According to Nielson,Instagram users spend more time listening to music but are likely to refrain paying for streaming music services than nonusers.

Examples of effective global marketing by McDonald's include both standardized and localized marketing mix elements.Which of the following does not represent a localized element?

Unilever,the Anglo-Dutch consumer products company,at one time had 30 different package designs and 48 different formulations for its Rexona deodorant brand.This is an example of:

Starbucks is entering Italy in 2018,starting with a 25,000-square-foot flagship Reserve Roastery in Milan.This is an example of:

The essence of marketing worldwide is to surpass the competition in creating perceived value,which can be represented as:

Discuss the impact of management myopia and organizational culture on the globalization of a corporation?