Exam 1: Introduction to Global Marketing

Global marketing does not necessarily mean operating everywhere since there are forces affecting global integration and global marketing. Justify this statement using examples based on the world economic trends.

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Question 1

Correct Answer:

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Economic growth in key developing countries creates market opportunities that provide a major incentive for companies to expand globally. Due to the rising per capita incomes in India, China, and elsewhere, the growing ranks of middle-class consumers have more money to spend than in the past. At the same time, slow growth in industrialized countries has compelled management to look ahead for opportunities in nations or regions with high rates of growth. Also, the economic growth has reduced resistance that might otherwise have developed in response to the entry of foreign firms into domestic economies. The worldwide movement toward free markets, deregulation, and privatization is also a driving force. The trend toward privatization is opening up formerly closed markets creating tremendous opportunities.

The pressure for globalization is so intense that even leading pharmaceutical companies such as Pfizer, Merck, Novartis, and Squibb have little choice but to engage in global marketing.

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(True/False)

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Question 2

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True

Leverage from scale economies is limited to manufacturing industries.

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(True/False)

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Question 3

Correct Answer:

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False

List and describe the restraining forces for globalization. Provide examples in your answer.

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Question 4

Some globalization strategies do not yield the expected results as evidenced by the:

(Multiple Choice)

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Question 5

A company with a geocentric orientation views the world as a potential market and strives to develop integrated global strategies.

(True/False)

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Question 6

________ refers to some type of advantage that a company enjoys by virtue of the fact that it has experience in more than one country.

(Multiple Choice)

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Question 7

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

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Question 8

McAloo Tikka potato burger offered in India is an example of standardization.

(True/False)

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Question 9

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.

(True/False)

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Question 10

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:

(Multiple Choice)

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Question 11

The Coca-Cola Company has convincingly demonstrated that the ability to think globally and act locally can be a source of competitive advantage. Justify this statement using examples.

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Question 12

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

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Question 13

If Nestlé decides not to market biscuits (cookies) in the United States due to competitive reasons, it is considered to have a lack of strategic focus and missed opportunity.

(True/False)

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Question 14

Global economic growth has been a driving force for companies to expand globally due to all of the following reasons except:

(Multiple Choice)

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Question 15

Companies that fail to formulate adequate responses to the challenges and opportunities of globalization will face all of the following consequences except:

(Multiple Choice)

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Question 16

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

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Question 17

In the United States, some people believe that globalization has depressed the wages of American workers resulting in the loss of both blue-collar and white-collar jobs. This is an example of:

(Multiple Choice)

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Question 18

All of the following correctly states McDonald's approach to standardization and adaptation of the marketing mix except:

(Multiple Choice)

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Question 19

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.

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Question 20

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Global marketing does not necessarily mean operating everywhere since there are forces affecting global integration and global marketing. Justify this statement using examples based on the world economic trends.

The pressure for globalization is so intense that even leading pharmaceutical companies such as Pfizer, Merck, Novartis, and Squibb have little choice but to engage in global marketing.

Leverage from scale economies is limited to manufacturing industries.

List and describe the restraining forces for globalization. Provide examples in your answer.

Some globalization strategies do not yield the expected results as evidenced by the:

A company with a geocentric orientation views the world as a potential market and strives to develop integrated global strategies.

________ refers to some type of advantage that a company enjoys by virtue of the fact that it has experience in more than one country.

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

McAloo Tikka potato burger offered in India is an example of standardization.

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.

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:

The Coca-Cola Company has convincingly demonstrated that the ability to think globally and act locally can be a source of competitive advantage. Justify this statement using examples.

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

If Nestlé decides not to market biscuits (cookies) in the United States due to competitive reasons, it is considered to have a lack of strategic focus and missed opportunity.

Global economic growth has been a driving force for companies to expand globally due to all of the following reasons except:

Companies that fail to formulate adequate responses to the challenges and opportunities of globalization will face all of the following consequences except:

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

In the United States, some people believe that globalization has depressed the wages of American workers resulting in the loss of both blue-collar and white-collar jobs. This is an example of:

All of the following correctly states McDonald's approach to standardization and adaptation of the marketing mix except:

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.

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political, Legal, and Regulatory Environments

Global Information Systems and Market Research

Segmentation, Targeting, and Positioning

Importing, Exporting, and Sourcing

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Brand and Product Decisions in Global Marketing

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions I: Advertising and Public Relations

Global Marketing Communications Decisions Ii: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantage

Leadership, Organization, and Corporate Social Responsibility

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