Chapter 1 Introduction to Global Marketing
1) The global market development strategy involves:
A) creating new product offerings to a new country.
B) seeking new customers in a geographical market ) creating new service offerings
targeting a new region.
D) creating new products for a new country.
E) seeking new customers targeting a new segment.
Answer: B
2) In global markets, Starbucks is a good example of simultaneously executing all of the
growth strategies except:
A market penetracon
B market develonment
C) product development.
D) market orientation.
E) diversification
Answer: D
3) Starbucks dropped the word "Coffee" from its logo. This is an example of:
An grandardianon
D dadplaton
C) diversification.
_automation.
b modernizauon
Answer C
4) McDonald's developed a vegetarian burger in India. This is an example of:
A) market penetration.
B) market development.
C) market diversification.
D) product development.
E) product diversification
Answer: D
5) A fundamental difference between regular marketing and global marketing is the:
A) lack of marketing mix.
B) scope of activities.
C) lack of strategic planning.
D) focus on resources.
E) lack of communication.
Answer: B
,6) Starbucks is entering Italy in 2018, starting with a 25,000-square-foot flagship
Reserve Roastery in Milan. This is an example of:
A) market development.
B product develonment
diversification.
D market venetration
E) service diversification.
answer: A
15) The essence of marketing worldwide is to surpass the competition in creating
perceived value, which can be represented as:
A) Value = Price/Benefits.
B) Value = Benefits/Price.
C) Value = Benefits × Price.
D) Value = Benefits - Price.
E) Value = Benefits + Price.
Answer: B
27) The dimensions of global marketing strategy include all of the following except.
A) concentration ol marketing activities.
D development of cultural activities.
C) coordination of marketing activities.
D) integration of competitive moves
B) integration of marketing miX
Answer: B
28) The former chairman of Nestle recently told an interviewer: "We are food and
beverages. We are not running bicycle shops. Even in food, we are not in all fields.
There are certain areas we
do not touch. Also. we have no soft drinks because have said we either buvoca-cola or
we leave it alone." What strategic marketing principle does the chairman's comment
emphasize mos specifically?
A customer value
b competitive advantage
C) focus
D) myopia
E) policy of dealing only with Swiss businesses
Answer: C
, 29) 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:
A) the famous slogan did not have accurate translation in European languages.
B) Europeans do not like tag lines that portray American thinking
C) college-age women in Europe are not as competitive about sports as men are.
D) the old slogan conveys superiority of men over women.
E) European women want to differentiate themselves from men
Answer C
30) Burberry's global marketing strategy of offering "affordable luxury" to customers in
the United States, with a value proposition of being more expensive than Coach and
less
expensive than Prada represents a focus on:
A) product.
B) price.
C) promotion.
D) position
E) place
Answer: B
31) The way a company addresses the global marketing strategy (GMS) includes all of
the following except
A) global market participation.
B) integration of inflationary moves.
C) integration of competitive moves.
D) coordination of marketing activities.
B) concentration ot marketing activities
Answer: B
32) Coke's worldwide success is based on:
A) adaptation of the marketing mix
B standardization of the marketing mix ) selected elements of the marketing mix.
D) using local sales force and vending machines
E) using existing local infrastructure
Answer: A
35) Launching of Burberry Acoustic to enhance advocacy and sharing via social media
anc online channels is an example of which marketing mix element?
A product
B) price
1) The global market development strategy involves:
A) creating new product offerings to a new country.
B) seeking new customers in a geographical market ) creating new service offerings
targeting a new region.
D) creating new products for a new country.
E) seeking new customers targeting a new segment.
Answer: B
2) In global markets, Starbucks is a good example of simultaneously executing all of the
growth strategies except:
A market penetracon
B market develonment
C) product development.
D) market orientation.
E) diversification
Answer: D
3) Starbucks dropped the word "Coffee" from its logo. This is an example of:
An grandardianon
D dadplaton
C) diversification.
_automation.
b modernizauon
Answer C
4) McDonald's developed a vegetarian burger in India. This is an example of:
A) market penetration.
B) market development.
C) market diversification.
D) product development.
E) product diversification
Answer: D
5) A fundamental difference between regular marketing and global marketing is the:
A) lack of marketing mix.
B) scope of activities.
C) lack of strategic planning.
D) focus on resources.
E) lack of communication.
Answer: B
,6) Starbucks is entering Italy in 2018, starting with a 25,000-square-foot flagship
Reserve Roastery in Milan. This is an example of:
A) market development.
B product develonment
diversification.
D market venetration
E) service diversification.
answer: A
15) The essence of marketing worldwide is to surpass the competition in creating
perceived value, which can be represented as:
A) Value = Price/Benefits.
B) Value = Benefits/Price.
C) Value = Benefits × Price.
D) Value = Benefits - Price.
E) Value = Benefits + Price.
Answer: B
27) The dimensions of global marketing strategy include all of the following except.
A) concentration ol marketing activities.
D development of cultural activities.
C) coordination of marketing activities.
D) integration of competitive moves
B) integration of marketing miX
Answer: B
28) The former chairman of Nestle recently told an interviewer: "We are food and
beverages. We are not running bicycle shops. Even in food, we are not in all fields.
There are certain areas we
do not touch. Also. we have no soft drinks because have said we either buvoca-cola or
we leave it alone." What strategic marketing principle does the chairman's comment
emphasize mos specifically?
A customer value
b competitive advantage
C) focus
D) myopia
E) policy of dealing only with Swiss businesses
Answer: C
, 29) 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:
A) the famous slogan did not have accurate translation in European languages.
B) Europeans do not like tag lines that portray American thinking
C) college-age women in Europe are not as competitive about sports as men are.
D) the old slogan conveys superiority of men over women.
E) European women want to differentiate themselves from men
Answer C
30) Burberry's global marketing strategy of offering "affordable luxury" to customers in
the United States, with a value proposition of being more expensive than Coach and
less
expensive than Prada represents a focus on:
A) product.
B) price.
C) promotion.
D) position
E) place
Answer: B
31) The way a company addresses the global marketing strategy (GMS) includes all of
the following except
A) global market participation.
B) integration of inflationary moves.
C) integration of competitive moves.
D) coordination of marketing activities.
B) concentration ot marketing activities
Answer: B
32) Coke's worldwide success is based on:
A) adaptation of the marketing mix
B standardization of the marketing mix ) selected elements of the marketing mix.
D) using local sales force and vending machines
E) using existing local infrastructure
Answer: A
35) Launching of Burberry Acoustic to enhance advocacy and sharing via social media
anc online channels is an example of which marketing mix element?
A product
B) price
