Exam 1: Introduction to Global Marketing

The term globaphobia is used to describe an attitude of hostility towards trade agreements and global brands.

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

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:

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

Uniqlo,a division of Japan's Fast Retail,operates about 850 stores in Japan and currently has six stores in the United States.Their plans call for a total of 200 U.S.stores by 2020.The fulfillment of their plan will depend on:

Nissan's earlier vehicles were difficult to start in many parts of the United States during the cold winter months.In northern Japan,it was customary for many car owners to put blankets over the hoods of their cars during winter months.Nissan's assumption was that Americans would do the same thing.This is an example of:

A European company that focuses its attention on Europe can be considered to have geocentric orientation.

Describe how the global marketing strategy is different when compared to that of single country marketing.

Ethnocentric companies that conduct business outside the home country adhere to the notion that the products that succeed in the home country will succeed anywhere.

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

Walmart's exit from the German market was due,in part,to the fact that German shoppers could find lower prices at stores known as:

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

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

In the United States,some people believe that globalization has depressed the wages of American workers and resulted in the loss of both blue-collar and white-collar jobs.This is an example of:

The decision to enter one or more particular markets outside the home country depends on all of the mentioned factors except:

One way to assess a company's "degree of transnationality" is to compute the ratio between the sales outside the home country to total sales.

Anheuser-Busch,the brewer of Budweiser beer,lost its independence after years of focusing primarily on the domestic U.S.market.This is most likely a result of:

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.

The market development strategy involves seeking new customers by introducing existing products or services to a new market segment.

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: