Exam 1: Introduction to Global Marketing

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

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.

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:

An important managerial task in global marketing is learning to recognize the extent to which it is possible to extend marketing plans as well as the extent to which adaptation is desired.The way a company addresses this task is a reflection of the company's:

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

Starbucks has launched several new ventures in global markets,including music CDs and movie production.This is an example of:

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

Economic growth has reduced resistance that might otherwise have developed in response to the entry of foreign firms into domestic economies.

Two decades ago,professor Ted Levitt wrote a classic Harvard Business Review article titled "The Globalization of Markets." Which of the following statements about the author and the article is accurate?

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

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.

A company that succeeds in global marketing:

A true transnational company would be characterized as "stateless."

Most global markets do not exist in nature.

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?

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:

McDonald's restaurants are found in more than 118 countries.To ensure high levels of consistency and quality,the company's far-flung restaurant system incorporates many standardized elements (e.g.restaurant design,burgers/fries/soft drinks as basic menu offerings).However,McDonald's also prides itself on sourcing many of its food inputs (e.g.potatoes and dairy products)in individual host countries.McDonald's strives to be locally responsive-it creates new menu items specifically designed with local eating customs and preferences in mind.Typically,McDonald's forms joint ventures with local partners,a tactic that ensures that a local "face" is associated with the company.Finally,McDonald's has been in many country markets long enough that a new generation of consumers has grown up with McDonald's and are not aware of the company's U.S.origins.On the basis of this summary,what is the highest stage of corporate development that McDonald's arguably has achieved?

Anheuser-Busch,the brewer of Budweiser beer,lost its independence after years of focusing primarily on the U.S.market.

In an effort to "Americanize" the sound of the Beatles' recordings,a studio effect known as reverb was added to some tracks.This is an example of:

Unilever's Rexona deodorant brand had 30 different package designs and 48 different formulations.This is an example of ethnocentrism.