Exam 1: Introduction to Global Marketing

Nike recently adopted the slogan "Here I am" for its pan-European clothing advertising targeting women.The decision to drop the famous "Just do it" tag line was based on the research indicating that:

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

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.

When management moves to integrate and coordinate activities on a regional basis, the decision reflects an ethnocentric orientation.

As of 2010, Gap operated 2,500 stores in the United States and more than 500 stores internationally.The company sources most of its clothing from apparel factories in Honduras, the Philippines, India, and other low-wage countries.If Gap would like to open more stores in Japan, primary consideration should include:

Starbucks is entering India via an alliance with the Tata Group.The next phase will likely involve opening Starbucks outlets in Tata's upscale Taj Hotels in India.These are examples of Market Penetration.

Based on the size of the market in US dollars, the second highest consumer products are:

The discipline of marketing is universal, and such marketing practices do not vary from country to country.

Gap is a global brand, but recently the company has struggled to connect with customers in the United States.

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:

With rapid global market expansion, McDonald's identity as the quintessential American fast-food restaurant is becoming blurred.

Geocentric orientation represents true global marketing since it views the entire world as a potential market and develops global strategy.

What is meant by competitive advantage? Explain, giving examples as to how globalization presents companies with unprecedented opportunities to reconfigure themselves.

An ethnocentric management orientation is preferable to a geocentric orientation.

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?

In the context of global marketing, leverage means some type of advantage that a company enjoys by virtue of the fact that it has experience in its home country.

What is "global marketing" and how does it differ from "regular marketing"? Giving examples of at least one major corporation, explain these differences.

Renault and its rivals are racing to offer middle-class consumers a new value proposition by selling cars for the equivalent of $10,000 or less.On the heels of Renault's success with Dacia Logan comes the $2,500 Nano from India's Tata Motors.This illustrates that:

How do ethnocentric orientations of a company differ from polycentric orientations? Give examples of how companies react under both orientations.

Slumdog Millionaire, a movie which received several awards and an Oscar in 2009, was filmed on a location in and around: