Exam 1: Introduction to Global Marketing

McDonald's has been in many country markets long enough that a new generation of consumers has grown up with McDonald's and are not aware of the company's U.S. origins. On the basis of this summary, what is the highest stage of corporate development that McDonald's arguably has achieved?

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

Globaphobia is a term used to describe a hostile attitude toward global brands or company policies that appear to result in hardship for some individuals or countries while benefiting others.

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.

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

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

An important managerial task in global marketing is learning to recognize the extent to which it is possible to extend marketing plans as well as the extent to which adaptation is desired. The way a company addresses this task is a reflection of the company's:

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

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

Nike dropped its well-known tag line "Just do it" in advertising women's clothing in Europe and replaced it with slogan "Here I am" since college-age women in Europe are not as competitive about sports as men are.

Why do some of the world's biggest, most successful companies stumble while pursuing global opportunities? Give examples in support of your answer.

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

McDonald's Switzerland operates themed dining cars on the Swiss National Rail System. This is globalization of which marketing mix element?

The dimensions of global marketing strategy include all of the following except:

When a global company establishes a benchmark in quality, competitors must quickly make their own improvements and come up to par. Justify the statement giving examples.

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

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

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

How can food categories lead to Instagram's popularity? Explain with examples.

Coke's worldwide success is based on: