Exam 1: Introduction to Global Marketing

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?

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?

The success of Uniqlo's retail stores can be attributed to it's decision to:

Even though the dollar value of the home market for Japanese companies is the third largest in the world, the market outside Japan is ________ of the world market potential for Japanese companies.

Starbucks entered India via an alliance with the Tata Group. This is an example of "market penetration."

At Procter & Gamble, one of the problems they were facing was that 80-plus country teams were all acting independently. Pampers Europe was not collaborating with Pampers North America. This example illustrates the differences due to their:

Globalization is presenting significant marketing opportunities to sports organizations such as the National Basketball Association and the National Football League.

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

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

Starbucks dropped the word "Coffee" from its logo. This is an example of:

In their book, Daniel Yergin and Joseph Stanislaw wrote "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:

Walmart exited from the German market due to the fact that Germans

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

When a country like China is experiencing rapid economic growth, policymakers are likely to:

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

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

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

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 a:

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

The best-selling smartphone in China is marketed by: