international marketing unit 1 test

Which of the following statements cannot be ascribed to globalization?

Gains from globalization have been evenly distributed.

Examples of effective global marketing by McDonald's include both standardized and localized marketing mix elements. Which of the following does not represent a localized element?

It uses the advertising slogan "I'm lovin' it."

All of the following correctly states McDonald's approach to standardization and adaptation of the marketing mix except:

McDonald's standardizes all product elements.

The region that leads in the World Pharmaceutical Market is:

North America

Facebook acquired Instagram for $1 billion in 2012. Which one of the following statements does not portray Instagram?

Social-media savvy companies were hesitant to embrace Instagram.

The essence of marketing worldwide is to surpass the competition in creating perceived value, which can be represented as:

Value = Benefits/Price.

Coke's worldwide success is based on:

adaptation of the marketing mix

Companies that fail to formulate adequate responses to the challenges and opportunities of globalization will face all of the following consequences except:

becoming locally profitable enterprises

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:

college-age women in Europe are not as competitive about sports as men are.

McDonald's serves McRice Burger in Malaysia, McOZ Burger in Australia, Kiwi Burger in New Zealand, McHuevo Burger in Uruguay and McSamurai Burger in Thailand. These menu variations are examples of a:

combination of global and local marketing mix elements.

A company that succeeds in global marketing:

creates both standardized and localized elements.

The dimensions of global marketing strategy include all of the following except:

development of cultural activities

Starbucks dropped the word "Coffee" from its logo. This is an example of:

diversification

The cell phone division of Toshiba prospered by doing business in the domestic market. When handset sales slowed, Atsutoshi Nishida, president of Toshiba noted, "We were thinking only about Japan. We really missed our chance." This statement is indicative of a(n) ________ orientation.

ethnocentric

The former chairman of Nestlé 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 I have said we either buy Coca-Cola or we leave it alone." What strategic marketing principle does the chairman's comment emphasize most specifically?

focus

An important managerial task in global marketing is learning to recognize the extent to which it is possible to extend marketing plans as well as the extent to which adaptation is desired. The way a company addresses this task is a reflection of the company's:

global marketing strategy

In the United States, some people believe that globalization has depressed the wages of American workers resulting in the loss of both blue-collar and white-collar jobs. This is an example of:

globaphobia

The way a company addresses the global marketing strategy (GMS) includes all of the following except:

integration of inflationary moves

A type of advantage that a company enjoys by virtue of the fact that it has experience in more than one country is referred to as:

leverage

A type of advantage that a global company possesses by virtue of the fact that it has experience in more than one country is referred to as:

leverage

refers to some type of advantage that a company enjoys by virtue of the fact that it has experience in more than one country.

leverage

The success of Uniqlo's retail stores can be attributed to its decision to

locate in high population density areas.

When a country like China is experiencing rapid economic growth, policymakers are likely to:

look more favorably on outsiders

Starbucks is entering Italy in 2018, starting with a 25,000-square-foot flagship Reserve Roastery in Milan. This is an example of:

market development

In global markets, Starbucks is a good example of simultaneously executing all of the growth strategies except:

market orientation.

A key factor that distinguishes transnational companies from international companies is their ________ for the marketing program.

mindset

Ethnocentric orientation is sometimes associated with all of the following attitudes except:

national arrogance.

Pfizer, Merck, Novartis, and other pharmaceutical companies have little choice but to engage in global marketing since:

no single market is large enough to recover costs incurred in research.

McDonald's Switzerland operates themed dining cars on the the swiss national rail system. This is globalization of which marketing mix element?

place

Unilever, the Anglo-Dutch consumer products company, at one time had 30 different package designs and 48 different formulations for its Rexona deodorant brand. This is an example of:

polycentric orientation

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:

price

McDonald's developed a vegetarian burger in India. This is an example of:

product development

Launching of Burberry Acoustic to enhance advocacy and sharing via social media and online channels is an example of which marketing mix element?

promotion

Global economic growth has been a driving force for companies to expand globally due to all of the following reasons except:

rapid growth in industrialized countries has provided new opportunities.

At Procter & Gamble, one of the problems they were facing was that 80-plus country teams were all acting independently. Pampers Europe was not collaborating with Pampers North America. This example illustrates differences due to their:

regiocentric orientation

A fundamental difference between regular marketing and global marketing is the:

scope on activities

The global market development strategy involves:

seeking new customers in a geographical market.

The worldview of a company's personnel can be described by all of the following types of orientation except?

technocentric

The worldview of a company's personnel can be described by all of the following types of orientation except:

technocentric.

McDonald's has been in many country markets long enough that a new generation of consumers has grown up with McDonald's and are not aware of the company's U.S. origins. On the basis of this summary, what is the highest stage of corporate development that McDonald's arguably has achieved?

transnational

Some globalization strategies do not yield the expected results as evidenced by the:

unravelling of the DaimlerChrysler merger.

Transnational companies, such as Toyota and Honda, have characteristic features that include:

using both localized and standardized elements in marketing programs. being in both global markets and utilizing global supply chains. a mind-set of being "stateless." decisions made on the basis of ongoing research. All of these!!