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:

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

The largest single market in the world in terms of national income is the United States representing roughly ________ of the total world market for all products and services.

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

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:

A fundamental difference between regular marketing and global marketing is the scope of activities.

Harley-Davidson's competitive advantage is based, in part, on it's

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

According to Fortune Magazine, Walmart is ranked number one in revenue, although it currently generates only about one-third of its revenues outside the United States.

U.S. companies that wish to achieve maximum growth potential must "go global," because 25 percent of world market potential is outside their home country.

Four decades ago, the phrase global marketing did not exist.

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

Today, the success of Honda and Toyota in world markets is primarily due to:

Some globalization strategies do not yield the expected results as evidenced by the:

The value equation can be represented as Value = Price/Benefits.

A critical reason why companies need to take global marketing seriously is survival.

Coke's worldwide success is based on:

Giving examples to show the differences between ethnocentric and polycentric orientation.

People and organizations that are both able and willing to buy are considered as markets.

A global company possesses the unique opportunity to develop leverage.