Global Marketing, 6e (Keegan/Green)
Chapter 1 Introduction to Global Marketing
1) A management team that fails to understand the importance of global marketing risks losing
its domestic business to competitors with lo
...
Global Marketing, 6e (Keegan/Green)
Chapter 1 Introduction to Global Marketing
1) A management team that fails to understand the importance of global marketing risks losing
its domestic business to competitors with lower costs, more experience, and better products.
Answer: TRUE
Diff: 1 Page Ref: 4
AACSB: Reflective Thinking
2) As Wal-Mart expands into Guatemala and Central American countries, it is implementing a
market development strategy.
Answer: TRUE
Diff: 1 Page Ref: 4
AACSB: Reflective Thinking
3) Global marketing may take the form of diversification strategy in which a company creates
new products or services for the domestic market.
Answer: FALSE
Diff: 2 Page Ref: 4
AACSB: Reflective Thinking
4) The perceived value equation can be represented as Value = Price/Benefits.
Answer: FALSE
Diff: 2 Page Ref: 5
AACSB: Analytic Skills
5) Recently the auto industry is shifting its attention to emerging markets such as India and
Africa.
Answer: TRUE
Diff: 1 Page Ref: 5
AACSB: Reflective Thinking
6) Globalization is presenting significant marketing opportunities for professional sports
organizations such as the National Football League and Major League Soccer.
Answer: TRUE
Diff: 1 Page Ref: 6
AACSB: Reflective Thinking
7) 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.
Answer: FALSE
Diff: 2 Page Ref: 7
AACSB: Reflective Thinking
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8) Value, competitive advantage, and the focus required to achieve them are universal in their
relevance and should guide global marketing efforts in any part of the world.
Answer: TRUE
Diff: 2 Page Ref: 9
9) The discipline of marketing is universal and such marketing practices do not vary from
country to country.
Answer: FALSE
Diff: 1 Page Ref: 9
10) Standardization versus adaptation is the extent to which each marketing mix element is
standardized or adapted in various country markets.
Answer: TRUE
Diff: 2 Page Ref: 9
AACSB: Reflective Thinking
11) Nike dropped their well known tagline "Just do it" in advertising women's clothing in Europe
and replaced it by the slogan "Here I am" since college-age women in Europe are not as
competitive about sports as men are.
Answer: TRUE
Diff: 2 Page Ref: 9
12) Global localization means that a successful global marketer must have the ability to think
locally and act globally.
Answer: FALSE
Diff: 2 Page Ref: 11
AACSB: Reflective Thinking
13) The Coca-Cola Company supports its Coke, Fanta, and PowerAde brands with marketing
mix elements that are both global and local.
Answer: TRUE
Diff: 2 Page Ref: 11
AACSB: Reflective Thinking
14) That Gillette uses the same packaging for its flagship Mach3 razor everywhere in the world
is an example of how companies have successfully pursued global marketing by creating strong
global brands.
Answer: TRUE
Diff: 2 Page Ref: 12
15) McDonald's global marketing strategy is based primarily on local marketing mix elements.
Answer: FALSE
Diff: 2 Page Ref: 13
AACSB: Reflective Thinking
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buy this full document at http://test-bank.us
16) McDonald's home delivery of burgers in India is an example of unusual standardized global
marketing practice.
Answer: FALSE
Diff: 2 Page Ref: 13
AACSB: Reflective Thinking
17) Harley-Davidson's motorcycles' competitive advantage is based in part on its "Made in the
USA" positioning.
Answer: TRUE
Diff: 2 Page Ref: 14
AACSB: Reflective Thinking
18) Some companies that fail to formulate adequate responses to the challenges and
opportunities of globalization will be absorbed by more dynamic, visionary enterprises.
Answer: TRUE
Diff: 2 Page Ref: 15
AACSB: Reflective Thinking
19) Wal-mart is the largest corporation, based on revenues, according to the Fortune 500 Global
ranking for 2008.
Answer: TRUE
Diff: 1 Page Ref: 15
AACSB: Reflective Thinking
20) Examining the size of individual product markets, measured in terms of annual sales,
provides another perspective on global marketing's importance.
Answer: TRUE
Diff: 2 Page Ref: 16
AACSB: Reflective Thinking
21) The form and substance of a company's response to global market opportunities depend
greatly on management's assumptions or beliefs about the nature of the world.
Answer: TRUE
Diff: 3 Page Ref: 17
AACSB: Reflective Thinking
22) Ethnocentrism is sometimes associated with attitudes of national arrogance or assumptions of
national superiority.
Answer: TRUE
Diff: 3 Page Ref: 18
AACSB: Analytic Skills
23) Today, ethnocentrism is on one of the major internal weaknesses that must be overcome if a
company is to transform itself into an effective global competitor.
Answer: TRUE
Diff: 2 Page Ref: 18
AACSB: Reflective Thinking
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