Global Marketing 9th Edition Test Test Bank IF You Want to Purchase This And Any Other Then:Contact us At: JOHNMATE11!"#ai$%co# Global Marketing, 9e (Keegan) 9e (Keegan) Chapter 1 Introduction to Global Marketing
1) The best-selling smartphone in China is marketed by: A) Samsung. B) Xiaomi. C) Apple. D) itsubishi. !) Android. Ans"er: B Di##i$ulty: %: oderate Chapter &': 1.1: (se the produ$tmarket gro"th matri* to e*plain the +arious +arious "ays a $ompany $an e*pand globally. globally. AACSB: Appli$ation o# kno"ledge %) ,n global markets Starbu$ks is a good goo d e*ample o# simultaneously e*e$uting all o# the gro"th strategies except : A) arket penetration. B) arket de+elopment. C) rodu$t de+elopment. D) arket orientation. !) Di+ersi#i$ation. Ans"er: D Di##i$ulty: %: oderate Chapter &': 1.1: (se the produ$tmarket gro"th matri* to e*plain the +arious +arious "ays a $ompany $an e*pand globally. globally. AACSB: Appli$ation o# kno"ledge /) Starbu$ks dropped the "ord 0Co##ee0 0Co##ee0 #rom its logo. logo. This is an e*ample o#: A) Standardiation. B) Adaptation. C) Di+ersi#i$ation. D) Automation. !) oderniation. Ans"er: C Di##i$ulty: %: oderate Chapter &': 1.1: (se the produ$tmarket gro"th matri* to e*plain the +arious +arious "ays a $ompany $an e*pand globally. globally. AACSB: Appli$ation o# kno"ledge
2) $Donald3s de+eloped a +egetarian burger burger in ,ndia. This is an e*ample o#: A) arket enetration. B) arket De+elopment. C) arket Di+ersi#i$ation. D) rodu$t De+elopment. !) 4lobal arketing. Ans"er: D Di##i$ulty: %: oderate Chapter &': 1.1: (se the produ$tmarket gro"th matri* to e*plain the +arious +arious "ays a $ompany $an e*pand globally. globally. AACSB: Appli$ation o# kno"ledge 5) A #undamental di##eren$e bet"een regular marketing and global marketing is the: A) la$k o# marketing mi*. B) s$ope o# a$ti+ities. C) la$k o# strategi$ planning. D) #o$us on resour$es. !) la$k o# $ommuni$ation. Ans"er: B Di##i$ulty: %: oderate Chapter &': 1.1: (se the produ$tmarket gro"th matri* to e*plain the +arious +arious "ays a $ompany $an e*pand globally. globally. AACSB: Appli$ation o# kno"ledge 6) 7almart 7almart e*ited #rom the 4erman market due to the #a$t that 4ermans A) $ould #ind lo"er pri$es at dis$ount stores. B) pre#erred shopping in larger malls. C) did not $are #or Ameri$an businesses. D) pre#erred 0all-in-one0 store. !) pre#erred only !uropean businesses. Ans"er: A Di##i$ulty: %: oderate Chapter &': 1.1: (se the produ$tmarket gro"th matri* to e*plain the +arious +arious "ays a $ompany $an e*pand globally. globally. AACSB: Appli$ation o# kno"ledge
8) Starbu$ks entered ,ndia +ia an allian$e "ith the Tata Tata 4roup. They are sour$ing $o##ee beans in ,ndia and marketing them at Starbu$ks stores throughout the "orld. This is an e*ample o#: A) arket enetration. B) arket De+elopment. C) arket Di+ersi#i$ation. D) rodu$t De+elopment. !) 9egular arketing. Ans"er: B Di##i$ulty: %: oderate Chapter &': 1.1: (se the produ$tmarket gro"th matri* to e*plain the +arious +arious "ays a $ompany $an e*pand globally. globally. AACSB: Appli$ation o# kno"ledge ) ;our de$ades ago the phrase global marketing did did not e*ist. Ans"er: T9(! Di##i$ulty: 1: !asy Chapter &': 1.1: (se the produ$tmarket gro"th matri* to e*plain the +arious +arious "ays a $ompany $an e*pand globally. globally. AACSB: Appli$ation o# kno"ledge <) A $riti$al reason "hy $ompanies need to take global marketing seriously is sur+i+al. Ans"er: T9(! Di##i$ulty: %: oderate Chapter &': 1.1: (se the produ$tmarket gro"th matri* to e*plain the +arious +arious "ays a $ompany $an e*pand globally. globally. AACSB: Appli$ation o# kno"ledge 1=) A #undamental di##eren$e bet"een regular marketing and global marketing is the s$ope o# a$ti+ities. Ans"er: T9(! Di##i$ulty: 1: !asy Chapter &': 1.1: (se the produ$tmarket gro"th matri* to e*plain the +arious +arious "ays a $ompany $an e*pand globally. globally. AACSB: Appli$ation o# kno"ledge 11) Starbu$ks o##ers a loyalty $ard and re"ards program in the (nited States "ith an app that displays a bar $ode that $an be s$anned by the barista. This is an e*ample o# 0market de+elopment.0 Ans"er: ;A&S! Di##i$ulty: %: oderate Chapter &': 1.1: (se the produ$tmarket gro"th matri* to e*plain the +arious +arious "ays a $ompany $an e*pand globally. globally. AACSB: Analyti$al thinking
1%) ,# >estl? de$ides not to market bis$uits @$ookies) in the (nited States due to $ompetiti+e reasons it is $onsidered to be ha+ing a la$k o# strategi$ #o$us and missed opportunity. Ans"er: ;A&S! Di##i$ulty: %: oderate Chapter &': 1.1: (se the produ$tmarket gro"th matri* to e*plain the +arious +arious "ays a $ompany $an e*pand globally. globally. AACSB: Analyti$al thinking 1/) 7hat is 0global marketing0 and ho" does it di##er #rom 0regular marketing0 4i+ing e*amples o# at least one maor $orporation that e*plains these di##eren$es. Ans"er: arketing is an organiational organiational #un$tion and a set o# pro$esses #or $reating $reating $ommuni$ating and deli+ering +alue to $ustomers. An organiation that engages in global marketing #o$uses its resour$es and $ompeten$ies on global market opportunities and threats. A #undamental di##eren$e bet"een 0regular marketing0 and 0global marketing0 is the s$ope o# a$ti+ities. A $ompany that engages in global marketing $ondu$ts important business a$ti+ities outside the home-$ountry market. ;or e*ample as 7almart e*pands into 4uatemala and other Central Ameri$a $ountries it is implementing a market de+elopment strategy. Di##i$ulty: %: oderate Chapter &': 1.1: (se the produ$tmarket gro"th matri* to e*plain the +arious +arious "ays a $ompany $an e*pand globally. globally. AACSB: Appli$ation o# kno"ledge 12) The essen$e o# marketing "orld"ide is to surpass the $ompetition in $reating per$ei+ed +alue "hi$h $an be represented as: A) alue ri$eBene#its. B) alue Bene#itsri$e. C) alue Bene#its E ri$e. D) alue Bene#its - ri$e. !) alue Bene#its F ri$e. Ans"er: B Di##i$ulty: /: Challenging Chapter &': 1.%: Des$ribe ho" $ompanies in global global industries pursue $ompetiti+e $ompetiti+e ad+antage. AACSB: Analyti$al thinking 15) The marketing mi* is integral to the +alue eGuation "hi$h is represented by: A) alue ri$eBene#its. B) alue Bene#itsri$e. C) alue Bene#its E ri$e. D) alue Bene#its - ri$e. !) alue Bene#its F ri$e. Ans"er: B Di##i$ulty: /: Challenging Chapter &': 1.%: Des$ribe ho" $ompanies in global global industries pursue $ompetiti+e $ompetiti+e ad+antage. AACSB: Analyti$al thinking
16) 9enault and its ri+als are ra$ing to o##er middle-$lass $onsumers a ne" +alue proposition by selling $ars #or the eGui+alent o# H1==== or less. 'n the heels o# 9enault3s su$$ess "ith Da$ia &ogan $ame the H%5== >ano #rom ,ndia3s Tata Tata otors. This illustrates that: A) $onsumers are looking #or lo" pri$e irrespe$ti+e o# Guality. Guality. B) 9enault is o+er$harging #or their $ars $ompared to their $ompetitors. C) higher produ$t de+elopment $osts are a dri+ing #or$e behind globaliation. D) market su$$ess depends on rea$hing a threshold o# a$$eptable Guality #or $onsumers. !) $ars are not +ery popular in emerging markets like ,ndia. Ans"er: D Di##i$ulty: /: Challenging Chapter &': 1.%: Des$ribe ho" $ompanies in global global industries pursue $ompetiti+e $ompetiti+e ad+antage. AACSB: Analyti$al thinking 18) Starbu$ks entered ,ndia +ia an allian$e "ith the Tata 4roup. This is an e*ample o# 0market penetration.0 Ans"er: ;A&S! Di##i$ulty: %: oderate Chapter &': 1.%: Des$ribe ho" $ompanies in global global industries pursue $ompetiti+e $ompetiti+e ad+antage. AACSB: Analyti$al thinking 1) Starbu$ks dropped the "ord 0Co##ee0 #rom its logo "hen it a$Guired a ui$e maker and a bakery. bakery. This is an e*ample o# 0di+ersi#i$ation.0 0di+ersi#i$ation.0 Ans"er: T9(! Di##i$ulty: %: oderate Chapter &': 1.%: Des$ribe ho" $ompanies in global global industries pursue $ompetiti+e $ompetiti+e ad+antage. AACSB: Analyti$al thinking 1<) >ike dropped its "ell-kno"n tag line 0Iust 0 Iust do it0 in ad+ertising "omen3s $lothing in !urope and repla$ed it "ith slogan 0Jere , am0 sin$e $ollege-age "omen in !urope are not as $ompetiti+e about sports as men are. Ans"er: T9(! Di##i$ulty: %: oderate Chapter &': 1.%: Des$ribe ho" $ompanies in global global industries pursue $ompetiti+e $ompetiti+e ad+antage. AACSB: Analyti$al thinking %=) The essen$e o# marketing is to surpass the $ompetition at the task o# $reating per$ei+ed +alue. Ans"er: T9(! Di##i$ulty: %: oderate Chapter &': 1.%: Des$ribe ho" $ompanies in global global industries pursue $ompetiti+e $ompetiti+e ad+antage. AACSB: Appli$ation o# kno"ledge %1) The +alue eGuation eGu ation $an be represented as alue alue ri$eBene#its. Ans"er: ;A&S! Di##i$ulty: %: oderate Chapter &': 1.%: Des$ribe ho" $ompanies in global global industries pursue $ompetiti+e $ompetiti+e ad+antage. AACSB: Appli$ation o# kno"ledge %%) $Donald3s global marketing strategy is based primarily on lo$al marketing mi* elements.
Ans"er: ;A&S! Di##i$ulty: %: oderate Chapter &': 1.%: Des$ribe ho" $ompanies in global global industries pursue $ompetiti+e $ompetiti+e ad+antage. AACSB: Analyti$al thinking %/) >onmonetary $osts do not #a$tor into the eGuation o# +alue "hi$h is represented by the eGuation alue alue Bene#itsri$e. Ans"er: ;A&S! Di##i$ulty: %: oderate Chapter &': 1.%: Des$ribe ho" $ompanies in global global industries pursue $ompetiti+e $ompetiti+e ad+antage. AACSB: Appli$ation o# kno"ledge %2) Tang drink po"der be$ame a H1 billion brand as regional managers in the iddle !ast added mango and pineapple #la+ors. Ans"er: T9(! Di##i$ulty: 1: !asy Chapter &': 1.%: Des$ribe ho" $ompanies in global global industries pursue $ompetiti+e $ompetiti+e ad+antage. AACSB: Appli$ation o# kno"ledge %5) eople and organiations that are both able and "illing to buy are $onsidered as markets. Ans"er: T9(! Di##i$ulty: 1: !asy Chapter &': 1.%: Des$ribe ho" $ompanies in global global industries pursue $ompetiti+e $ompetiti+e ad+antage. AACSB: Appli$ation o# kno"ledge %6) 7hen a $ompany su$$eeds in $reating more +alue #or $ustomers than its $ompetitors do that $ompany is said to enoy $ompetiti+e ad+antage. Ans"er: T9(! Di##i$ulty: /: Challenging Chapter &': 1.%: Des$ribe ho" $ompanies in global global industries pursue $ompetiti+e $ompetiti+e ad+antage. AACSB: Appli$ation o# kno"ledge %8) !*plain "ith e*amples the bene#its o# $ompetiti+e ad+antage and sho" ho" globaliation presents $ompanies "ith unpre$edented opportunities Ans"er: 7hen a $ompany su$$eeds in $reating more +alue #or $ustomers than its its $ompetitors that $ompany is said to enoy 0$ompetiti+e ad+antage.0 ,t is measured relati+e to ri+als in a gi+en industry. ;or e*ample Co$a-Cola and epsi are trying to maintain a $ompetiti+e ad+antage in global markets. 4lobaliation presents $ompanies "ith unpre$edented opportunities as "ell as $hallenges. A$hie+ing $ompetiti+e ad+antage in a global industry reGuires e*e$uti+es and managers to maintain a "ell-de#ined strategi$ #o$us. 4lobaliation pro+ides $ompanies "ith opportunities to de+elop ne" produ$ts get ne" ideas de+elop markets e*pand brand re$ognition and e+entually pro#its. Di##i$ulty: %: oderate Chapter &': 1.%: Des$ribe ho" $ompanies in global global industries pursue $ompetiti+e $ompetiti+e ad+antage. AACSB: Appli$ation o# kno"ledge %) 7almart3s 7almart3s e*it #rom the 4erman market "as due in part to the #a$t that 4erman shoppers $ould #ind lo"er pri$es at stores kno"n as: A) All-in-one stores.
B) Dollar stores. C) Dis$ount sores. D) Jard dis$ounters. !) ;resh K !asy stores. Ans"er: D Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Analyti$al thinking %<) The dimensions o# global marketing strategy in$lude all o# the #ollo"ing except: A) Con$entration o# marketing a$ti+ities B) De+elopment o# $ultural a$ti+ities C) Coordination o# marketing a$ti+ities D) ,ntegration o# $ompetiti+e mo+es !) ,ntegration o# marketing mi* Ans"er: B Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Analyti$al thinking /=) The #ormer $hairman o# >estl? re$ently told an a n inter+ie"er: 07e 07e are #ood and be+erages. 7e are not running bi$y$le shops. !+en in #ood "e are not in all #ields. There are $ertain areas "e do not tou$h. Also "e ha+e no so#t drinks be$ause , ha+e said "e either buy Co$a-Cola or "e lea+e it alone.0 7hat strategi$ marketing prin$iple does the $hairman3s $omment emphasie most spe$i#i$ally A) $ustomer +alue B) $ompetiti+e ad+antage C) #o$us D) myopia !) poli$y o# dealing only "ith S"iss businesses Ans"er: C Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Analyti$al thinking
/1) >ike re$ently adopted the slogan 0Jere , am0 #or its pan-!uropean $lothing ad+ertising targeting "omen. The de$ision to drop the #amous 0Iust do it0 tag line "as based on the resear$h indi$ating that: A) the #amous slogan did not ha+e ha+ e a$$urate translation in !uropean languages. B) !uropeans do not like tag lines that portray Ameri$an thinking. C) $ollege-age "omen in !urope are a re not as $ompetiti+e about sports as men are. D) the old slogan $on+eys superiority o# men o+er "omen. !) !uropean "omen "ant to di##erentiate d i##erentiate themsel+es #rom men. Ans"er: C Di##i$ulty: /: Challenging Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Analyti$al thinking /%) Burberry3s global marketing strategy o# o##ering 0a##ordable lu*ury0 to $ustomers in the (nited States "ith a +alue proposition o# being more e*pensi+e than Coa$h and less e*pensi+e than rada represents a #o$us on: A) produ$t. B) pri$e. C) promotion. D) position. !) pla$e. Ans"er: B Di##i$ulty: /: Challenging Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Analyti$al thinking //) Coke3s "orld"ide su$$ess is based on: A) adaptation o# the marketing mi*. B) standardiation o# the marketing mi*. C) sele$ted elements o# the marketing mi*. D) using lo$al sales #or$e and +ending ma$hines. !) using e*isting lo$al in#rastru$ture. Ans"er: A Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Appli$ation o# kno"ledge
/2) $Donald3s restaurants in ;ran$e do not look like $Donald3s else"here. This is an e*ample o#: A) think lo$ally and a$t globally. B) think globally and a$t lo$ally. lo$ally. C) di+ersi#i$ation. D) standardiation !) adaptation Ans"er: A Di##i$ulty: 1: !asy Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Analyti$al thinking /5) Jarley-Da+idson3s $ompetiti+e ad+antage is based in part on it3s A) shi#ting produ$tion outside o# the (nited States. B) ne" produ$tion #a$ility in China. C) 0ade in the (SA0 positioning. D) simultaneous produ$tion o# Buell otor$y$les. !) a$Guiring Augusta an ,talian motor$y$le manu#a$turer. manu#a$turer. Ans"er: C Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Analyti$al thinking /6) The su$$ess o# (niGlo3s retail stores $an be attributed to it3s de$ision to: A) remain in Iapan. B) lo$ate in high population density d ensity areas. C) lo$ate in lo" population density areas. D) manu#a$ture most o# their produ$ts in Iapan. !) be$ome the "orld3s number one apparel retailer. retailer. Ans"er: B Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Analyti$al thinking
/8) A $ompany that su$$eeds in global marketing: A) pursues a 0one sie #its all0 strategy by $reating $ reating identi$al produ$ts #or homogeneous markets. B) $ustomies spe$ial produ$ts #or ea$h "orld $ountry or region. C) $reates both standardied and lo$alied produ$ts. D) nurtures an ethno$entri$ management orientation. !) uses lo$alied produ$ts only. only. Ans"er: C Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Analyti$al thinking /) An important managerial task in global marketing is learning to re$ognie the e *tent to "hi$h it is possible to e*tend marketing plans as "ell as the e*tent to "hi$h adaptation is desired. The "ay a $ompany addresses this task is a re#le$tion o# the $ompany3s: A) market penetration. B) market di+ersi#i$ation. C) global marketing strategy. strategy. D) produ$t de+elopment. !) produ$t standardiation. Ans"er: C Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Analyti$al thinking /<) Companies that #ail to #ormulate adeGuate responses to the $hallenges and opportunities o# globaliation "ill #a$e all o# the #ollo"ing $onseGuen$es except : A) getting absorbed by +isionary enterprises. B) getting absorbed by dynami$ enterprises. C) be$oming lo$ally pro#itable enterprises. D) undergoing "ren$hing trans#ormations. !) simply disappearing #rom the business horion. Ans"er: C Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Analyti$al thinking
2=) Statements that illustrate the su$$ess o# global marketing in$lude all o# the #ollo"ing except : A) the Co$a-Cola Company supports its Coke brand by utiliing global and lo$al marketing mi*. B) Apple is synonymous "ith $utting-edge inno+ation and high-te$h design. C) ,taly3s Benetton utilies marketing as a knee-erk rea$tion to "orld marketing needs. D) the ba$kbone o# Caterpillar3s global su$$ess is its net"ork o# dealers. !) 4ermany3s reputation #or engineering and manu#a$turing pro+ides p ro+ides a $ompetiti+e ad+antage. Ans"er: C Di##i$ulty: /: Challenging Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Analyti$al thinking 21) $Donald3s ser+es $Aloo Tikki Burger in ,ndia $9i$e Burger in alaysia $'L Burger in Australia Australia Mi"i Burger in >e" Lealand and $Jue+o Burger in (ruguay and $Samurai Burger in Thailand. These menu +ariations are e*amples o# a: A) $ombination o# global and lo$al marketing mi* elements. B) re#le$tion o# #ailure o# (.S. menu items in those $ountries. C) de+iation #rom su$$ess#ul marketing pra$ti$es. D) repla$ement o# standard menu names "ith #an$y names. !) sele$tion o# menu items that $an be sold e+entually in (.S. markets. Ans"er: A Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Analyti$al thinking 2%) All o# the #ollo"ing $orre$tly states $Donald3s approa$h to standardiation and adaptation o# the marketing mi* except : A) $Donald3s standardies some produ$t elements and adapts adap ts others. B) $Donald3s standardies some pla$e elements and adapts others. C) $Donald3s standardies some promotion elements and adapts others. D) $Donald3s standardies some pri$e elements and adapts others. !) $Donald3s standardies all produ$t elements. Ans"er: ! Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Analyti$al thinking
2/) !*amples o# e##e$ti+e global marketing by $Donald3s in$lude both standardied and lo$alied marketing mi* elements. 7hi$h o# the #ollo"ing does not represent represent a lo$alied element A) ,t ser+es $Aloo tikki potato burger in ,ndia. B) ,t uses the ad+ertising slogan 0,3m lo+in3 it.0 C) ,t operates themed dining $ars on the S"iss national rail system. D) ,t has home deli+ery ser+i$e in ,ndia. !) ,t has slang ni$knames su$h as akDo in the hilippines and $Do in ;ran$e. Ans"er: B Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Analyti$al thinking 22) 4lobaliation is presenting signi#i$ant marketing opportunities to sports organiations su$h as the >ational Basketball Asso$iation and the >ational ;ootball &eague. Ans"er: T9(! Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Appli$ation o# kno"ledge 25) A (.S. $ompany that #o$uses on the $ountries in$luded in the >orth Ameri$an ;ree Trade Agreement @>A;TA) @>A;TA) has a regio$entri$ orientation. Ans"er: T9(! Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Analyti$al thinking 26) An industry is $onsidered to be global to the e*tent that its industry position in one $ountry is dependent upon the industry position in other $ountries. Ans"er: ;A&S! Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Appli$ation o# kno"ledge 28) A $ompany "ith a geo$entri$ orientation +ie"s the world as as a potential market and stri+es to de+elop integrated global strategies. Ans"er: T9(! Di##i$ulty: /: Challenging Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Appli$ation o# kno"ledge
2) $Aloo Tikka potato burger o##ered in ,ndia is an e*ample o# standardiation. Ans"er: ;A&S! Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Appli$ation o# kno"ledge 2<) 7hat are the dimensions o# global marketing strategy @4S) that pertain to marketing management Ans"er: 4S has three dimensions dimensions that pertain to marketing marketing management. ;irst 0$on$entration o# marketing a$ti+ities0 su$h as promotional $ampaigns or pri$ing de$isions is p er#ormed in one or a #e" $ountry lo$ations. The se$ond 0$oordination o# marketing a$ti+ities0 re#ers to the e*tent to "hi$h marketing a$ti+ities related to the marketing mi* are planned and e*e$uted e *e$uted interdependently around the globe. ;inally ;inally 0integration o# $ompetiti+e mo+es0 is the e*tent to "hi$h a #irm3s $ompetiti+e marketing ta$ti$s in di##erent parts o# the "orld are interdependent. ,n essen$e 4S should enhan$e the #irm3s per#orman$e on a "orld"ide basis. Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Appli$ation o# kno"ledge 5=) 7hy is it important #or a #irm to ha+e global marketing strategy Ans"er: A #irm3s #irm3s global marketing strategy @4S) $an enhan$e its "orld"ide per#orman$e. per#orman$e. The 4S addresses se+eral issues. ;irst is the nature o# the marketing program in terms o# the balan$e bet"een a standardied @e*tension) approa$h to the marketing mi* elements and a lo$alied @adaptation) approa$h that is responsi+e to $ountry or regional di##eren$es. Se$ond is the $on$entration o# marketing a$ti+ities in a #e" $ountries or the dispersal o# su$h a$ti+ities a$ross many $ountries. Companies that engage in global marketing $an also engage in $oordination o# marketing a$ti+ities. ;inally ; inally a #irm3s 4S addresses the issue o# global market parti$ipation. Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Appli$ation o# kno"ledge
51) The Co$a-Cola Company has $on+in$ingly demonstrated that the ability to think globally and a$t lo$ally $an be a sour$e o# $ompetiti+e ad+antage. Iusti#y this statement using e*amples. Ans"er: Coke a$hie+ed su$$ess in Iapan by spending spending a great deal o# time and money to be$ome an insider. The $ompany built a $omplete lo$al in#rastru$ture "ith its sales #or$e and +ending ma$hine operations. Coke3s su$$ess in Iapan is a #un$tion o# its ability to a$hie+e 0global lo$aliation0 being as mu$h o# an insider as a lo$al $ompany but b ut still reaping the bene#its o# "orld"ide operations. The $ompany is adept at adapting sales promotion distribution and $ustomer ser+i$e e##orts to lo$al needs. Coke has be$ome one o# the brands that ha+e spent time and money getting this e*perien$e in unkno"n territories. Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Appli$ation o# kno"ledge 5%) (sing $Donald3s as an e*ample sho" ho" e##e$ti+e global marketing $an be su$$ess#ully a$hie+ed. Ans"er: The parti$ular approa$h to global marketing marketing that a $ompany adopts "ill depend on industry $onditions and its sour$e or sour$es o# $ompetiti+e ad+antage. ad+a ntage. $Donald3s standardied produ$t is Big a$ "hi$h is lo$alied in +arious $ountries su$h as $Aloo Tikka Tikka Burger in ,ndia. Similar produ$ts "ith lo$al slang names "ere used adapting to tastes in di##erent $ountries. ;or promotion the standardied slogan 0,3m lo+in3 it0 is used "hereas indi+idual promotion is used in di##erent $ountries. ;reestanding restaurants are a standardied +ersion "hi$h is lo$alied in se+eral $ountries by ha+ing kiosks or home deli+ery. Similarly Similarly the a+erage pri$e o# Big a$ is used as a standard "hi$h "h i$h is lo$alied on the basis o# $urren$y #lu$tuation and a##ordability. Di##i$ulty: %: oderate Chapter &': 1./: Compare and $ontrast single-$ountry single-$ountry marketing strategy "ith global marketing strategy @4S). AACSB: Appli$ation o# kno"ledge 5/) Today Today the su$$ess o# Jonda and Toyota in "orld markets is primarily due to: A) e*porting $ars #rom #a$tories in Iapan. B) reporting $ars are made in the (SA. C) e*porting $ars #rom Iapan to !uropean $ountries. D) assembling $ars in Iapan and !urope. !) manu#a$turing $ars in the Ameri$as Asia and !urope. Ans"er: ! Di##i$ulty: %: oderate Chapter &': 1.2: ,denti#y the $ompanies at the the top o# the 4lobal 5== rankings. rankings. AACSB: Analyti$al thinking
52) The largest single market in the "orld in terms o# national in$ome is the (nited States representing roughly NNNNNNNN o# the total "orld market #or all produ$ts and ser+i$es. A) %5O B) /5O C) 55O D) 65O !) 85O Ans"er: A Di##i$ulty: %: oderate Chapter &': 1.2: ,denti#y the $ompanies at the the top o# the 4lobal 5== rankings. rankings. AACSB: Appli$ation o# kno"ledge 55) !+en though the dollar +alue o# the home market #or Iapanese $ompanies is the third largest in the "orld the market outside Iapan is NNNNNNNN o# the "orld market potential #or Iapanese $ompanies. A) 2=O B) 55O C) 8=O D) <=O !) <5O Ans"er: D Di##i$ulty: 1: !asy Chapter &': 1.2: ,denti#y the $ompanies at the the top o# the 4lobal 5== rankings. rankings. AACSB: Appli$ation o# kno"ledge 56) A$$ording to the Fortune magaine3s ranking o# the global 5== $ompanies #or %=12 the largest $orporation based on re+enues is: A) !**on Corporation. B) Toyota otors. C) 9oyal Dut$h Shell. D) 4eneral !le$tri$. !) 7almart stores. Ans"er: ! Di##i$ulty: 1: !asy Chapter &': 1.2: ,denti#y the $ompanies at the the top o# the 4lobal 5== rankings. rankings. AACSB: Appli$ation o# kno"ledge
58) As apparent #rom the %=12 rankings o# Fortune magaine3s global 5== $ompanies olks"agen is trying to unseat NNNNNNNN the "orld3s most +aluable $ar $ompany. $ompany. A) 4 B) Daimler A4 C) Toyota D) ;ord !) Chrysler Ans"er: C Di##i$ulty: 1: !asy Chapter &': 1.2: ,denti#y the $ompanies at the the top o# the 4lobal 5== rankings. rankings. AACSB: Appli$ation o# kno"ledge 5) (.S. $ompanies that "ish to a$hie+e ma*imum gro"th potential must 0go global0 be$ause %5 per$ent o# "orld market potential is outside their home $ountry. Ans"er: ;A&S! Di##i$ulty: %: oderate Chapter &': 1.2: ,denti#y the $ompanies at the the top o# the 4lobal 5== rankings. rankings. AACSB: Appli$ation o# kno"ledge 5<) A$$ording to ;ortune againe 7almart is ranked number one in re+enue although it $urrently generates only about one-third o# its re+enues outside the (nited States. Ans"er: T9(! Di##i$ulty: %: oderate Chapter &': 1.2: ,denti#y the $ompanies at the the top o# the 4lobal 5== rankings. rankings. AACSB: Appli$ation o# kno"ledge 6=) The "orld+ie" o# a $ompany3s personnel $an be des$ribed by all o# o # the #ollo"ing types o# orientation except : A) !thno$entri$. B) 4eo$entri$. C) Te$hno$entri$. D) oly$entri$. !) 9egio$entri$. Ans"er: C Di##i$ulty: %: oderate Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge
61) !thno$entri$ orientation is sometimes asso$iated "ith all o# the #ollo"ing attitudes except : A) national arrogan$e. B) assumption o# national superiority. superiority. C) indi##eren$e to marketing opportunities. oppo rtunities. D) sele$ting a standardied approa$h. !) sele$ting an adaptation approa$h. Ans"er: A Di##i$ulty: %: oderate Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge 6%) The $ell phone di+ision o# Toshiba prospered by doing business in the domesti$ market. 7hen handset sales slo"ed Atsutoshi >ishida president o# Toshiba noted 07e 07e "ere thinking only about Iapan. 7e 7e really missed our $han$e.0 This statement is indi$ati+e o# N NNNNNNN orientation. A) poly$entri$ B) ethno$entri$ C) geo$entri$ D) te$hno$entri$. !) regio$entri$ Ans"er: B Di##i$ulty: %: oderate Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge 6/) A person "ho assumes that his or her home $ountry is superior to the rest o# the "orld is said to ha+e: A) ethno$entri$ orientation. B) poly$entri$ orientation. C) regio$entri$ orientation. D) geo$entri$ orientation. !) none o# the abo+e Ans"er: A Di##i$ulty: %: oderate Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge
62) >issan3s earlier +ehi$les "ere di##i$ult to start in many parts o# the (nited States during the $old "inter months. ,n northern Iapan it "as $ustomary $ ustomary #or many $ar o"ners to put blankets o+er the hoods o# their $ars during du ring "inter months. >issan3s assumption "as that Ameri$ans Ameri$ans "ould do the same thing. This is an e*ample o#: A) ethno$entri$ orientation. B) poly$entri$ orientation. C) regio$entri$ orientation. D) geo$entri$ orientation. !) geopoliti$ orientation. Ans"er: A Di##i$ulty: %: oderate Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge 65) At ro$ter K 4amble one o# the problems they "ere #a$ing "as that =-plus $ountry teams "ere all a$ting independently. ampers !urope "as not $ollaborating "ith ampers >orth Ameri$a. This e*ample illustrates the di##eren$es due to their: A) geo$entri$ orientation. B) regio$entri$ orientation. C) poly$entri$ orientation. D) ethno$entri$ orientation. !) poor globaliation orientation. Ans"er: B Di##i$ulty: %: oderate Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge 66) (nile+er the Anglo-Dut$h $onsumer produ$ts $ompany at one time had /= di##erent pa$kage designs and 2 di##erent #ormulations #or its 9e*ona deodorant brand. This This is an e*ample o#: A) ethno$entri$ orientation. B) poly$entri$ orientation. C) regio$entri$ orientation. D) geo$entri$ orientation. !) transnational orientation. Ans"er: B Di##i$ulty: /: Challenging Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge
68) Transnational $ompanies su$h as Toyota and Jonda ha+e $hara$teristi$ #eatures that in$lude: A) being in both global markets and utiliing global supply $hains. B) $hara$teried by a mind-set o# being 0stateless.0 C) using both lo$alied and standardied elements in marketing programs. D) de$isions made on the basis o# ongoing o ngoing resear$h. !) all o# the abo+e. Ans"er: ! Di##i$ulty: /: Challenging Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge 6) A key #a$tor that distinguishes transnational $ompanies #rom international $ompanies is their NNNNNNNN #or the marketing program. A) use o# lo$alied elements B) use o# e*tension elements C) needs assessment D) domesti$ resear$h !) mind-set Ans"er: ! Di##i$ulty: /: Challenging Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge 6<) A type o# ad+antage that a global $ompany possesses by +irtue o# the #a$t that it has e*perien$e in more than one $ountry is re#erred to as: A) &e+erage. B) Trans#erability. C) ;le*ibility. D) Capability. !) A$$ountability. A$$ountability. Ans"er: A Di##i$ulty: %: oderate Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge
8=) A number o# multilateral trade agreements ha+e a$$elerated the pa$e o# global integration "hi$h in$lude: A) >A;TA. B) 4ATT. C) 7T'. D) !(. !) all o# the abo+e Ans"er: ! Di##i$ulty: 1: !asy Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge 81) #ier er$k >o+artis and other pharma$euti$al $ompanies ha+e little $hoi$e but to engage in global marketing sin$e: A) there is little demand #or their produ$ts in home $ountries. B) their resear$h $enters are lo$ated o+erseas. C) no single market is large enough to re$o+er $osts in$urred in resear$h. D) there is more demand o+erseas #or their produ$ts. !) te$hnology is not a+ailable in home ho me $ountries. Ans"er: C Di##i$ulty: %: oderate Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge 8%) ,n their book book Daniel Pergin Pergin and Ioseph Stanisla" "rote 04o+ernments are getting out o# businesses by disposing o# "hat amounts to trillions trillions o# dollars o# assets. !+erything is goingQ #rom steel plants and phone $ompanies . . . to hotels restaurants and night$lubs.0 This is an indi$ation o#: A) the #a$t that go+ernments $an make more money by selling assets. B) pri+atiation is be$oming a dri+ing #or$e #or global marketing. C) these businesses are $onsidered as $losed markets. D) #oreign $ompanies are $ompeting "ith go+ernments. !) there is less demand #or these type o# $ompanies. Ans"er: B Di##i$ulty: /: Challenging Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge
8/) 7hen a $ountry like China is e*perien$ing e*p erien$ing rapid e$onomi$ gro"th poli$ymakers are likely to: A) look more #a+orably on outsiders. B) look less #a+orably on outsiders. C) e*perien$e more resistan$e to"ard outsiders. D) #eel threatened by outsiders. !) none o# the abo+e Ans"er: A Di##i$ulty: /: Challenging Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge 82) NNNNNNNN re#ers to some type o# ad+antage that a $ompany enoys by +irtue o# the #a$t that it has e*perien$e in more than one $ountry. A) Trans#erability Trans#erability B) Capability C) A$$ountability D) &e+erage !) ;le*ibility Ans"er: D Di##i$ulty: 1: !asy Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge 85) Some globaliation strategies do not yield the e*pe$ted results as e+iden$ed by the: A) a$Guiring o# maority stake in >issan otor by eugeot Citroen. B) le+erage resulting #rom s$ale e$onomies. C) le+erage resulting #rom manu#a$turing. D) larger s$ale impro+ement o# Guality. !) unra+elling o# the DaimlerChrysler merger. Ans"er: ! Di##i$ulty: %: oderate Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge 86) The term 0poly$entri$0 des$ribes management3s belie# or assumption that ea$h $ountry in "hi$h a $ompany does business is the same as the home $ountry business. Ans"er: ;A&S! Di##i$ulty: %: oderate Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Analyti$al thinking
88) Toyota Toyota and Jonda are t"o e*amples o# $ompanies that e*hibit e* hibit key $hara$teristi$s o# transnationality. Ans"er: T9(! Di##i$ulty: %: oderate Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Analyti$al thinking 8) The geo$entri$ orientation represents a synthesis o# ethno$entrism and regio$entrism. Ans"er: ;A&S! Di##i$ulty: /: Challenging Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Analyti$al thinking 8<) ultinational $ompanies pursuing strategies o# produ$t adaptation run the risk o# #ailing to be su$$ess#ul against global $ompetitors that ha+e re$ognied opportunities to ser+e global $ustomers. Ans"er: T9(! Di##i$ulty: %: oderate Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Analyti$al thinking =) A global $ompany possesses the uniGue opportunity opp ortunity to de+elop le+erage. Ans"er: T9(! Di##i$ulty: 1: !asy Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge 1) &e+erage #rom s$ale e$onomies is limited to manu#a$turing industries. Ans"er: ;A&S! Di##i$ulty: %: oderate Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge %) A $ompany "hi$h is ethno$entri$ "ill e*pand geographi$ally. geographi$ally. Ans"er: ;A&S! Di##i$ulty: %: oderate Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge
/) Dis$uss the impa$t o# management myopia and organiational $ulture on the globaliation o# a $orporation Ans"er: There are se+eral e*amples "here management management simply ignores opportunities to pursue global marketing. A $ompany that is 0nearsighted0 and ethno$entri$ "ill not e*pand geographi$ally. geographi$ally. ;or e*ample Anheuser-Bus$h the bre"er o# Bud"eiser beer lost its independen$e a#ter years o# #o$using primarily on the domesti$ (.S. market. yopia is also a re$ipe #or market disaster i# headGuarters attempts to di$tate "hen it should listen. 4lobal marketing does not "ork "ithout a strong lo$al team that $an pro+ide in#ormation about lo$al market $onditions. Di##i$ulty: %: oderate Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge 2) 4i+ing e*amples to sho" the di##eren$es bet"een ethno$entri$ and poly$entri$ orientation. Ans"er: A manager manager "ho assumes that his or her home $ountry is superior to the rest o# the "orld is said to ha+e an ethno$entri$ e thno$entri$ orientation. oly$entri$ orientation is the opposite o# ethno$entri$ orientation "here a manager assumes that ea$h $ountry in "hi$h a $ompany does business is uniGue. ,n ethno$entri$ orientation #oreign operations or markets are typi$ally typi$ally +ie"ed as being se$ondary or subordinate to domesti$ ones. ;or e*ample >issan3s ethno$entri$ orientation $aused managers to belie+e that $onsumers $o nsumers all o+er the "orld should and "ould beha+e as do the Iapanese. ,n >orthern Iapan people "ould put blankets o+er the hoods o# their $ars during $old "inters and managers assumed that people in the (nited States should be able to do the same. Citi$orp3s #inan$ial $ompany e*e$uti+es ha+e poly$entri$ orientation "here the assumption "as that ea$h $ountry is di##erent and there is a need #or a lo$alied or adaptation approa$h. Di##i$ulty: /: Challenging Chapter &': 1.5: !*plain the stages a $ompany goes through through as its management orientation orientation e+ol+es #rom domesti$ and ethno$entri$ to global and geo$entri$. AACSB: Appli$ation o# kno"ledge 5) Anheuser-Bus$h Anheuser-Bus$h the bre"er o# Bud"eiser beer lost its independen$e a#ter years o# #o$using primarily on the domesti$ (.S. market. This is most likely a result o#: A) management myopia. B) national $ontrols. C) opposition to globaliation. D) ne"$omers #rom emerging markets. !) organiational $ulture. Ans"er: A Di##i$ulty: %: oderate Chapter &': 1.6: Dis$uss the dri+ing and restraining #or$es a##e$ting a##e$ting global integration today. today. AACSB: Analyti$al thinking
6) ,n the (nited States some people belie+e that globaliation has depressed the "ages "ag es o# Ameri$an "orkers resulting in the loss o# both blue-$ollar and "hite-$ollar obs. This is an e*ample o#: A) dis$rimination. B) domination. C) globaphobia. D) management myopia. !) e$onomi$ $risis. Ans"er: C Di##i$ulty: %: oderate Chapter &': 1.6: Dis$uss the dri+ing and restraining #or$es a##e$ting a##e$ting global integration today. today. AACSB: Analyti$al thinking 8) $Donald3s has been in many $ountry markets long enough that a ne" generation o# $onsumers has gro"n up "ith $Donald3s and are not a"are o# the $ompany3s $ompan y3s (.S. origins. 'n the basis o# this summary "hat is the highest stage o# $orporate de+elopment that $Donald3s arguably has a$hie+ed A) international B) multinational C) global D) transnational !) myopi$ Ans"er: D Di##i$ulty: %: oderate Chapter &': 1.6: Dis$uss the dri+ing and restraining #or$es a##e$ting a##e$ting global integration today. today. AACSB: Analyti$al thinking ) Anheuser-Bus$h Anheuser-Bus$h the bre"er o# Bud"eiser beer lost its independen$e a#ter years o# #o$using primarily on the (.S. market. Ans"er: T9(! Di##i$ulty: %: oderate Chapter &': 1.6: Dis$uss the dri+ing and restraining #or$es a##e$ting a##e$ting global integration today. today. AACSB: Analyti$al thinking <) 4lobaphobia is a term "hi$h des$ribes a hostile attitude to"ard global brands or $ompany poli$ies that appear to result in hardship #or some indi+iduals indi+iduals or $ountries "hile bene#iting others. Ans"er: T9(! Di##i$ulty: %: oderate Chapter &': 1.6: Dis$uss the dri+ing and restraining #or$es a##e$ting a##e$ting global integration today. today. AACSB: Analyti$al thinking
<=) 4lobal marketing does not ne$essarily mean operating o perating e+ery"here sin$e there are #or$es a##e$ting global integration and global marketing. Iusti#y this statement using e*amples based on the "orld e$onomi$ trends. Ans"er: !$onomi$ gro"th in key de+eloping $ountries $reates market opportunities that that pro+ide a maor in$enti+e #or $ompanies to e*pand e*p and globally. globally. Due to the rising per $apita in$omes in ,ndia China and else"here the gro"ing ranks o# middle-$lass $onsumers ha+e more money to spend than in the past. At the same time slo" gro"th in industrialied $ountries has $ompelled management to look ahead #or opportunities in nations or regions "ith high rates o# gro"th. Also the e$onomi$ gro"th has redu$ed resistan$e that might other"ise ha+e de+eloped in response to the entry o# #oreign #irms into domesti$ e$onomies. The "orld"ide mo+ement to"ard #ree markets deregulation and pri+atiation is also a dri+ing #or$e. The trend to"ard pri+atiation is opening up #ormerly $losed markets $reating tremendous opportunities. opportunities. Di##i$ulty: /: Challenging Chapter &': 1.6: Dis$uss the dri+ing and restraining #or$es a##e$ting a##e$ting global integration today. today. AACSB: Appli$ation o# kno"ledge <1) &ist and des$ribe the #or$es a##e$ting lo$al integration and g lobal marketing. Ans"er: The #or$es a##e$ting lo$al integration and global marketing are @a) ultilateral ultilateral Trade Trade Agreements su$h as >A;TA >A;TA "hi$h has e*panded trade among the (nited States Canada and e*i$oR @b) $on+erging market needs and "ants and the in#ormation re+olution: the de+elopment o# te$hnology has a $onsiderable $o nsiderable impa$t on the market needs and "antsR @$) transportation and $ommuni$ation impro+ements: the te$hnology #or transportation and $ommuni$ation is $hanging rapidlyR @d) produ$t de+elopment $osts: ne" produ$ts reGuire maor in+estments and $onsiderable timeR @e) "orld e$onomi$ trends: gro"ing e$onomies "orld"ide ha+e an impa$t on global marketingR and @#) le+erage: it is an ad+antage that a $ompany enoys by +irtue o# ha+ing e*perien$e in more than one $ountry. Di##i$ulty: /: Challenging Chapter &': 1.6: Dis$uss the dri+ing and restraining #or$es a##e$ting a##e$ting global integration today. today. AACSB: Appli$ation o# kno"ledge
