Exam 1: Introduction to Global Marketing

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.

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:

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

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

According to the Fortune global 500 companies for 2012,the largest corporation based on revenue is:

In global markets,Starbucks is a good example of simultaneously executing all of the growth strategies except:

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

The Yugo automobile achieved a modest level of U.S.sales in the 1980s despite a "don't buy" rating from a consumer magazine.

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

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

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:

Renault and its rivals are racing to offer middle-class consumers a new value proposition by selling cars for the equivalent of $10,000 or less.On the heels of Renault's success with Dacia Logan came the $2,500 Nano from India's Tata Motors.This illustrates that:

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.

In the context of global marketing,leverage means some type of advantage that a company enjoys by virtue of the fact that it has experience in its home country.

Statements that illustrate the success of global marketing include all of the following except:

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:

Slumdog Millionaire,a movie which received several awards and an Oscar in 2009,was filmed on a location in and around:

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.

What is meant by competitive advantage? Explain,giving examples as to how globalization presents companies with unprecedented opportunities to reconfigure themselves.