Exam 1: Introduction to Global Marketing

The European Union prohibits the use of generic terms such as "Parmesan" for dairy imports to protect cheese producers in Italy. This is an example of a nontariff barrier (NTB).

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:

A key factor that distinguishes transnational companies from international companies is their ________ for the marketing program.

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

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 worldview of a company's personnel can be described by all of the following types of orientation except:

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

Facebook acquired Instagram for $1 billion in 2012. Which one of the following statements does not portray Instagram?

McDonald's global marketing strategy is based primarily on local marketing mix elements.

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

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

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.

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

The former chairman of Nestlé recently told an interviewer: "We are food and beverages. We are not running bicycle shops. Even in food, we are not in all fields. There are certain areas we do not touch. Also, we have no soft drinks because I have said we either buy Coca-Cola or we leave it alone." What strategic marketing principle does the chairman's comment emphasize most specifically?

The value equation is represented as Value = Price/Benefits.

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

The way a company addresses the global marketing strategy (GMS) includes all of the following except:

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

List and describe the forces affecting local integration and global marketing.

McDonald's developed a vegetarian burger in India. This is an example of: