Testbank for Global Marketing management, 8th edition (Keegan/Green) 1
TESTBANK FOR GLOBAL MARKETING MANAGEMENT, 8TH EDITION (KEEGAN/GREEN)
pg. 1
,Testbank for Global Marketing management, 8th edition (Keegan/Green) 2
Testbank for Global Marketing management, 8th edition (Keegan/Green)
Chapter 1 Introduction to Global Marketing
1) The market development strategy involves seeking new customers by introducing existing
products or services to a new market segment.
Answer ✅: TRUE
Difficulty: Easy
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
2) 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. This is an
example of Market Penetration.
Answer ✅: TRUE
Difficulty: Moderate
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
3) The perceived value equation can be represented as Value = Price/Benefits.
Answer ✅: FALSE
Difficulty: Easy
Chapter LO: 2
pg. 2
,Testbank for Global Marketing management, 8th edition (Keegan/Green) 3
AACSB: Analytical thinking
Course LO: Discuss the fundamental concepts of marketing
4) Companies can increase prices if costs are low because of process efficiencies in
manufacturing. Answer ✅: FALSE
Difficulty: Easy
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Identify and describe the processes and tools of strategic marketing
5) 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
Difficulty: Moderate
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Identify and describe the processes and tools of strategic marketing
6) The Yugo automobile achieved a modest level of U.S. sales in the 1980s despite a "don't
buy" rating from a consumer magazine.
Answer ✅: TRUE
Difficulty: Easy
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Identify and describe the processes and tools of strategic marketing
7) 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."
pg. 3
, Testbank for Global Marketing management, 8th edition (Keegan/Green) 4
Answer ✅: TRUE
Difficulty: Moderate
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Identify and describe the processes and tools of strategic marketing
8) Nike dropped their well-known tag line "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
Difficulty: Moderate
Chapter LO: 2
AACSB: Analytical thinking
Course LO: Identify and describe the processes and tools of strategic marketing
9) From a global marketing perspective, the history of the Beatles' records is an interesting case
study in both product adaptation and product extension.
Answer ✅: TRUE
Difficulty: Moderate
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Identify and describe the processes and tools of strategic marketing
10) In an effort to "Americanize" the sound of the Beatles' recordings, a studio effect known as
reverb was added to some tracks.
Answer ✅: TRUE
Difficulty: Moderate
pg. 4
TESTBANK FOR GLOBAL MARKETING MANAGEMENT, 8TH EDITION (KEEGAN/GREEN)
pg. 1
,Testbank for Global Marketing management, 8th edition (Keegan/Green) 2
Testbank for Global Marketing management, 8th edition (Keegan/Green)
Chapter 1 Introduction to Global Marketing
1) The market development strategy involves seeking new customers by introducing existing
products or services to a new market segment.
Answer ✅: TRUE
Difficulty: Easy
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
2) 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. This is an
example of Market Penetration.
Answer ✅: TRUE
Difficulty: Moderate
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
3) The perceived value equation can be represented as Value = Price/Benefits.
Answer ✅: FALSE
Difficulty: Easy
Chapter LO: 2
pg. 2
,Testbank for Global Marketing management, 8th edition (Keegan/Green) 3
AACSB: Analytical thinking
Course LO: Discuss the fundamental concepts of marketing
4) Companies can increase prices if costs are low because of process efficiencies in
manufacturing. Answer ✅: FALSE
Difficulty: Easy
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Identify and describe the processes and tools of strategic marketing
5) 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
Difficulty: Moderate
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Identify and describe the processes and tools of strategic marketing
6) The Yugo automobile achieved a modest level of U.S. sales in the 1980s despite a "don't
buy" rating from a consumer magazine.
Answer ✅: TRUE
Difficulty: Easy
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Identify and describe the processes and tools of strategic marketing
7) 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."
pg. 3
, Testbank for Global Marketing management, 8th edition (Keegan/Green) 4
Answer ✅: TRUE
Difficulty: Moderate
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Identify and describe the processes and tools of strategic marketing
8) Nike dropped their well-known tag line "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
Difficulty: Moderate
Chapter LO: 2
AACSB: Analytical thinking
Course LO: Identify and describe the processes and tools of strategic marketing
9) From a global marketing perspective, the history of the Beatles' records is an interesting case
study in both product adaptation and product extension.
Answer ✅: TRUE
Difficulty: Moderate
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Identify and describe the processes and tools of strategic marketing
10) In an effort to "Americanize" the sound of the Beatles' recordings, a studio effect known as
reverb was added to some tracks.
Answer ✅: TRUE
Difficulty: Moderate
pg. 4
