Test Bank for Global Marketing 6th Edition by Keegan

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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 buy this full document at http://test-bank.us buy this full document at http://test-bank.us 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 buy this full document at http://test-bank.us 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 [Show More]

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