Global Marketing, 8e (Keegan/Green) Chapter 1 Introduction to Global Marketing- All chapters
Global Marketing, 8e (Keegan/Green) Chapter 1 Introduction to Global Marketing 1) The market development strategy involves seeking new customers by introducing existin g products or services to a new mar...
8e keegangreen chapter 1 introduction to global marketing all chapters
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Global Marketing Innovation Lecture/Article Summary
Exam (elaborations Latest 2021, Graded A) MKTG 452 Global Marketing, Global Edition, ISBN: 9781292069555
A COMPLETE Summary Global Marketing, 8e (Keegan/Green) Chapter 1 Introduction to Global Marketing
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Global Marketing, 8e (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
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."
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
Chapter LO: 3
AACSB: Reflective thinking
Course LO: Identify and describe the processes and tools of strategic marketing
11) McDonald's global marketing strategy is based primarily on local marketing mix
elements.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 3
AACSB: Reflective thinking
Course LO: Identify and describe the processes and tools of strategic marketing
12) Starbucks opened an experimental store in Amsterdam that serves as a testing ground for
,new design concepts such as locally sourced and recycled building materials.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 3
AACSB: Reflective thinking
Course LO: Identify and describe the processes and tools of strategic marketing
13) Tang drink powder became a $1 billion brand as regional managers in the Middle East
added mango and pineapple flavors.
Answer: TRUE
Difficulty: Easy
Chapter LO: 3
AACSB: Reflective thinking
Course LO: Describe the global marketing environment today and explain the options
companies consider as they go global
14) About 75 percent of the Coca-Cola Company's operating income and two-thirds of its
operating revenue are generated outside North America.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 4
AACSB: Reflective thinking
Course LO: Identify and describe the processes and tools of strategic marketing
15) Ethnocentric companies that conduct business outside the home country adhere to the
notion that the products that succeed in the home country will succeed anywhere.
Answer: TRUE
Difficulty: Difficult
Chapter LO: 5
AACSB: Application of knowledge
Course LO: Identify and describe the processes and tools of strategic marketing
16) The term "polycentric" describes management's belief or assumption that each country in
which a company does business is the same as the home country business.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 5
AACSB: Analytical thinking
Course LO: Identify and describe the processes and tools of strategic marketing
, 17) Unilever's Rexona deodorant brand had 30 different package designs and 48 different
formulations. This is an example of ethnocentrism.
Answer: FALSE
Difficulty: Easy
Chapter LO: 5
AACSB: Application of knowledge
Course LO: Identify and describe the processes and tools of strategic marketing
18) A U.S. company that focuses on the countries included in the North American Free Trade
Agreement (NAFTA) has a regiocentric orientation.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5
AACSB: Analytical thinking
Course LO: Describe the global marketing environment today and explain the options
companies consider as they go global
19) A European company that focuses its attention on Europe can be considered to have
geocentric orientation.
Answer: FALSE
Difficulty: Difficult
Chapter LO: 5
AACSB: Reflective thinking
Course LO: Describe the global marketing environment today and explain the options
companies consider as they go global
20) A company with a geocentric orientation views the world as a potential market and strives
to develop integrated global strategies.
Answer: TRUE
Difficulty: Difficult
Chapter LO: 5
AACSB: Diverse and multicultural work environment
Course LO: Describe the global marketing environment today and explain the options
companies consider as they go global
21) A true transnational company would be characterized as "stateless."
Answer: TRUE
Difficulty: Difficult
Chapter LO: 6
AACSB: Application of knowledge
Course LO: Describe the global marketing environment today and explain the options
companies consider as they go global
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