Global Marketing, 10th Edition, Green, Keegan - Test Bank - All Chapters Covered

TEST BANK

GLOBAL MARKETING
10TH EDITION
CHAPTER NO. 01: 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.
C) 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
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a
company can expand globally.
AACSB: Application of knowledge


2) In global markets, Starbucks is a good example of simultaneously executing all of the
growth strategies except:
A) Market penetration.
B) Market development.
C) Product development.
D) Market orientation.
E) Diversification.
Answer: D
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a
company can expand globally.
AACSB: Application of knowledge

,3) Starbucks dropped the word "Coffee" from its logo. This is an example of:
A) Standardization.
B) Adaptation.
C) Diversification.
D) Automation.
E) Modernization.
Answer: C
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a
company can expand globally.
AACSB: Application of knowledge


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
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a
company can expand globally.
AACSB: Application of knowledge


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

,Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a
company can expand globally.
AACSB: Application of knowledge
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 development.
C) diversification.
D) market penetration.
E) service diversification.
Answer: A
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a
company can expand globally.
AACSB: Application of knowledge
TRUE/FALSE
7) Companies doing business in China must take extra care to protect knockoffs.
Answer: TRUE
Difficulty: 1: Easy
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a
company can expand globally.
AACSB: Application of knowledge


8) Four decades ago, the phrase global marketing did not exist.
Answer: TRUE
Difficulty: 1: Easy
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a
company can expand globally.
AACSB: Application of knowledge


9) A critical reason why companies need to take global marketing seriously is survival.

, Answer: TRUE
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a
company can expand globally.
AACSB: Application of knowledge


10) A fundamental difference between regular marketing and global marketing is the
scope of activities.
Answer: TRUE
Difficulty: 1: Easy
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a
company can expand globally.
AACSB: Application of knowledge


11) Starbucks offers a loyalty card and rewards program in the United States with an
app that displays a bar code that can be scanned by the customer. This is an example
of market development.
Answer: FALSE
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a
company can expand globally.
AACSB: Analytical thinking


12) If Nestlé decides not to market biscuits (cookies) in the United States due to
competitive reasons, it is considered to have a lack of strategic focus and missed
opportunity.
Answer: FALSE
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a
company can expand globally.
AACSB: Analytical thinking