Exam 1: Introduction to Global Marketing

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

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(True/False)

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Question 1

Correct Answer:

Verified

False

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

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(Essay)

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Question 2

Correct Answer:

Verified

The forces affecting local integration and global marketing are (a)Multilateral Trade Agreements such as NAFTA which has expanded trade among the United States, Canada, and Mexico; (b)converging market needs and wants and the information revolution:the development of technology has a considerable impact on the market needs and wants; (c)transportation and communication improvements:the technology for transportation and communication is changing rapidly; (d)product development costs:new products require major investments and considerable time; (e)world economic trends:growing economies worldwide have an impact on global marketing; and (f)leverage:it is an advantage that a company enjoys by virtue of having experience in more than one country.

A U.S.company that focuses on the countries included in the North American Free Trade Agreement (NAFTA)has a regiocentric orientation.

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(True/False)

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Question 3

Correct Answer:

Verified

True

Nontariff barriers (NTBs)are monetary restrictions on cross-border trade.

(True/False)

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Question 4

Japan's giant Matsushita Electric Company achieved scale economies by exporting VCRs, televisions, and other consumer electronics products throughout the world from world-scale factories in Japan.This is an example of the fact that:

(Multiple Choice)

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Question 5

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

(True/False)

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Question 6

H.F.Iskander, general manager of Chevron's Kuwait office, stated "Chevron is pumping oil in different locations all over the world … there isn't a rock we haven't drilled through.We centralize all that knowledge at our headquarters, analyze it, sort it out, and that enables us to solve any oil-drilling problem anywhere." From the global marketing point of view this is an example of a global company:

(Multiple Choice)

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Question 7

In a recent book, Daniel Yergin and Joseph Stanislaw wrote "It is the greatest sale in the history of the world.Governments are getting out of businesses by disposing of what amounts to trillions of dollars of assets.Everything is going from steel plants and phone companies ….to hotels, restaurants, and nightclubs." This is an indication of:

(Multiple Choice)

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Question 8

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?

(Multiple Choice)

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Question 9

What are the dimensions of global marketing strategy (GMS)that pertain to marketing management? Explain in detail giving examples.

(Essay)

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Question 10

Starbucks is building on its loyalty card and rewards program in the United States with a smartphone app that enables customers to pay for purchases electronically.This is an example of Market Penetration.

(True/False)

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Question 11

The pressure for globalization is intense when new products require major investments and long periods of development time.

(True/False)

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Question 12

Statements that illustrate the success of global marketing include all of the following except:

(Multiple Choice)

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Question 13

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

(True/False)

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Question 14

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.

(Essay)

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Question 15

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

(Multiple Choice)

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Question 16

McDonald's serves McAloo Tikki Burger in India, McRice Burger in Malaysia, McOZ Burger in Australia, Kiwi Burger in New Zealand, and McHuevo Burger in Uruguay and McSamurai Burger in Thailand.These menu variations are examples of:

(Multiple Choice)

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Question 17

Coca-Cola achieved success in the Japanese market primarily by:

(Multiple Choice)

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Question 18

A fundamental difference between regular marketing and global marketing is:

(Multiple Choice)

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Question 19

Examining the size of individual product markets, measured in terms of annual sales, provides another perspective on global marketing's importance.

(True/False)

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Question 20

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

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

A U.S.company that focuses on the countries included in the North American Free Trade Agreement (NAFTA)has a regiocentric orientation.

Nontariff barriers (NTBs)are monetary restrictions on cross-border trade.

Japan's giant Matsushita Electric Company achieved scale economies by exporting VCRs, televisions, and other consumer electronics products throughout the world from world-scale factories in Japan.This is an example of the fact that:

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

What are the dimensions of global marketing strategy (GMS)that pertain to marketing management? Explain in detail giving examples.

Starbucks is building on its loyalty card and rewards program in the United States with a smartphone app that enables customers to pay for purchases electronically.This is an example of Market Penetration.

The pressure for globalization is intense when new products require major investments and long periods of development time.

Statements that illustrate the success of global marketing include all of the following except:

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

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

McDonald's serves McAloo Tikki Burger in India, McRice Burger in Malaysia, McOZ Burger in Australia, Kiwi Burger in New Zealand, and McHuevo Burger in Uruguay and McSamurai Burger in Thailand.These menu variations are examples of:

Coca-Cola achieved success in the Japanese market primarily by:

A fundamental difference between regular marketing and global marketing is:

Examining the size of individual product markets, measured in terms of annual sales, provides another perspective on global marketing's importance.

The Global Economic Environment

Regional Market Characteristics and Preferential Trade Agreements

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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