Exam 1: Introduction to Global Marketing

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

Starbucks opened an experimental store in Amsterdam that serves as a testing ground for new design concepts such as locally sourced and recycled building materials.

Measured by national income,the United States represents the world's largest single market for goods and services.Roughly what percentage of world income is found outside the United States?

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

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

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?

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

Transnational companies,such as Toyota and Honda,have characteristic features that include:

Nestlé,Unilever,GlaxoSmithKline,and Royal Philips Electronics can be considered transnational companies on the basis of:

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:

Most global markets do not exist in nature.

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

What are the dimensions of global marketing strategy (GMS)that pertain to marketing management? Explain in detail giving examples.

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.

A fundamental difference between regular marketing and global marketing is:

Starbucks is entering India via an alliance with the Tata Group.Phase 1 calls for sourcing coffee beans in India and marketing them at Starbucks stores throughout the world.This is an example of:

Based on the total annual units sold in the worldwide market,the leading product category is:

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

From a global marketing perspective,the history of the Beatles' records is an interesting case study in both product adaptation and product extension.

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