Global Marketing (Keegan) - Chapter 1: Introduction to Global Marketing
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Câu 1. The best-selling smartphone in China is marketed by:
- A. Samsung.
- B. Xiaomi.
- C. Apple.
- D. Mitsubishi.
Câu 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.
Câu 3. Starbucks dropped the word "Coffee" from its logo. This is an example of:
- A. Standardization.
- B. Adaptation.
- C. Diversification.
- D. Automation.
Câu 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.
Câu 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.
Câu 6. Walmart exited from the German market due to the fact that Germans
- A. could find lower prices at discount stores.
- B. preferred shopping in larger malls.
- C. did not care for American businesses.
- D. preferred "all-in-one" store.
Câu 7. Starbucks entered India via an alliance with the Tata Group. They are sourcing coffee beans in India and marketing them at Starbucks stores throughout the world. This is an example of:
- A. Market Penetration.
- B. Market Development.
- C. Market Diversification.
- D. Product Development.
Câu 8. 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.
Câu 9. The marketing mix is integral to the value equation which is represented by:
- A. Value = Price/Benefits.
- B. Value = Benefits/Price.
- C. Value = Benefits × Price.
- D. Value = Benefits - Price.
Câu 10. Renault and its rivals are racing to offer middle-class consumers a new value proposition by selling cars for the equivalent of $10,000 or less. On the heels of Renault's success with Dacia Logan came the $2,500 Nano from India's Tata Motors. This illustrates that:
- A. consumers are looking for low price irrespective of quality.
- B. Renault is overcharging for their cars compared to their competitors.
- C. higher product development costs are a driving force behind globalization.
- D. market success depends on reaching a threshold of acceptable quality for consumers.
Câu 11. Walmart's exit from the German market was due, in part, to the fact that German shoppers could find lower prices at stores known as:
- A. All-in-one stores.
- B. Dollar stores.
- C. Discount sores.
- D. Hard discounters.
Câu 12. The dimensions of global marketing strategy include all of the following except:
- A. Concentration of marketing activities
- B. Development of cultural activities
- C. Coordination of marketing activities
- D. Integration of competitive moves
Câu 13. 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?
- A. customer value
- B. competitive advantage
- C. focus
- D. myopia
Câu 14. 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.
Câu 15. 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.
Câu 16. Coke's worldwide success is based on:
- A. adaptation of the marketing mix.
- B. standardization of the marketing mix.
- C. selected elements of the marketing mix.
- D. using local sales force and vending machines.
Câu 17. McDonald's restaurants in France do not look like McDonald's elsewhere. This is an example of:
- A. think globally and act locally.
- B. diversification.
- C. standardization
- D. adaptation
Câu 18. Harley-Davidson's competitive advantage is based, in part, on it's
- A. shifting production outside of the United States.
- B. new production facility in China.
- C. "Made in the USA" positioning.
- D. simultaneous production of Buell Motorcycles.
Câu 19. The success of Uniqlo's retail stores can be attributed to it's decision to:
- A. remain in Japan.
- B. locate in high population density areas.
- C. locate in low population density areas.
- D. manufacture most of their products in Japan.
Câu 20. A company that succeeds in global marketing:
- A. pursues a "one size fits all" strategy by creating identical products for homogeneous markets.
- B. customizes special products for each world country or region.
- C. creates both standardized and localized products.
- D. nurtures an ethnocentric management orientation.
Câu 21. 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:
- A. market penetration.
- B. market diversification.
- C. global marketing strategy.
- D. product development.
Câu 22. Companies that fail to formulate adequate responses to the challenges and opportunities of globalization will face all of the following consequences except:
- A. getting absorbed by visionary enterprises.
- B. getting absorbed by dynamic enterprises.
- C. becoming locally profitable enterprises.
- D. undergoing wrenching transformations.
Câu 23. Statements that illustrate the success of global marketing include all of the following except:
- A. the Coca-Cola Company supports its Coke brand by utilizing global and local marketing mix.
- B. Apple is synonymous with cutting-edge innovation and high-tech design.
- C. Italy's Benetton utilizes marketing as a knee-jerk reaction to world marketing needs.
- D. the backbone of Caterpillar's global success is its network of dealers.
Câu 24. McDonald's serves McAloo Tikki Burger in India, McRice Burger in Malaysia, McOZ Burger in Australia, Kiwi Burger in New Zealand, and McHuevo Burger in Uruguay and McSamurai Burger in Thailand. These menu variations are examples of a:
- A. combination of global and local marketing mix elements.
- B. reflection of failure of U.S. menu items in those countries.
- C. deviation from successful marketing practices.
- D. replacement of standard menu names with fancy names.
Câu 25. All of the following correctly states McDonald's approach to standardization and adaptation of the marketing mix except:
- A. McDonald's standardizes some product elements and adapts others.
- B. McDonald's standardizes some place elements and adapts others.
- C. McDonald's standardizes some promotion elements and adapts others.
- D. McDonald's standardizes all product elements.
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