Exam 1: Introduction to Global Marketing

Starbucks is entering India via an alliance with the Tata Group.Phase one calls for sourcing coffee beans in India and marketing them at Starbucks stores throughout the world.This is an example of:

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

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

When you call United Airlines for a reservation on a toll free number and get a response from an operator in Mumbai, this is an example of:

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.The app displays a bar code that the barista can scan.This is an example of:

The cell phone divisions of Toshiba, Sharp, and other Japanese companies prospered by focusing on the domestic market.When handset sales in Japan slowed a few years ago, the Japanese companies realized that Nokia, Motorola, and Samsung already dominated key world markets.Atsutoshi Nishida, president of Toshiba, noted, "We were thinking only about Japan.We really missed our chance." This example illustrates:

Even though Germany is the largest single-country market in Europe, what percent of the world market potential for German companies is outside Germany?

Based on the total annual units sold in the worldwide market, the leading product category is:

Pfizer, Merck, Novartis, and other pharmaceutical companies have little choice but to engage in global marketing since:

Companies that cannot formulate or successfully implement a coherent global strategy may lose their independence.