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Global Marketing 10th Edition By Warren Keegan, Mark Green (Test Bank)
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Global Marketing, 10e Warren Keegan, Mark Green (Test Bank) Global Marketing, 10e Warren Keegan, Mark Green (Test Bank)
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Voorbeeld van de inhoud
(Global Marketing, 10e Warren Keegan, Mark Green)(Test Bank all Chapters)
Global Marketing, 10e (Green/Keegan)
Chapter 1 Introduction to Global Marketing
1) The global market development strategy involves:
A) creating new product offerings to a new country.
B) seeking new customers in a geographical market.
C) creating new service offerings targeting a new region.
D) creating new products for a new country.
E) seeking new customers targeting a new segment.
Answer: B
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a company
can expand globally.
AACSB: Application of knowledge
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.
E) diversification.
Answer: D
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a company
can expand globally.
AACSB: Application of knowledge
3) Starbucks dropped the word "Coffee" from its logo. This is an example of:
A) standardization.
B) adaptation.
C) diversification.
D) automation.
E) modernization.
Answer: C
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a company
can expand globally.
AACSB: Application of knowledge
1
Copyright © 2020 Pearson Education, Inc.
,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.
E) product diversification
Answer: D
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a company
can expand globally.
AACSB: Application of knowledge
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.
E) lack of communication.
Answer: B
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a company
can expand globally.
AACSB: Application of knowledge
6) Starbucks is entering Italy in 2018, starting with a 25,000-square-foot flagship Reserve
Roastery in Milan. This is an example of:
A) market development.
B) product development.
C) diversification.
D) market penetration.
E) service diversification.
Answer: A
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a company
can expand globally.
AACSB: Application of knowledge
7) Companies doing business in China must take extra care to protect knockoffs.
Answer: TRUE
Difficulty: 1: Easy
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a company
can expand globally.
AACSB: Application of knowledge
2
Copyright © 2020 Pearson Education, Inc.
,8) Four decades ago, the phrase global marketing did not exist.
Answer: TRUE
Difficulty: 1: Easy
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a company
can expand globally.
AACSB: Application of knowledge
9) A critical reason why companies need to take global marketing seriously is survival.
Answer: TRUE
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a company
can expand globally.
AACSB: Application of knowledge
10) A fundamental difference between regular marketing and global marketing is the scope of
activities.
Answer: TRUE
Difficulty: 1: Easy
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a company
can expand globally.
AACSB: Application of knowledge
11) Starbucks offers a loyalty card and rewards program in the United States with an app that
displays a bar code that can be scanned by the customer. This is an example of market
development.
Answer: FALSE
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a company
can expand globally.
AACSB: Analytical thinking
12) If Nestlé decides not to market biscuits (cookies) in the United States due to competitive
reasons, it is considered to have a lack of strategic focus and missed opportunity.
Answer: FALSE
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a company
can expand globally.
AACSB: Analytical thinking
3
Copyright © 2020 Pearson Education, Inc.
, 13) What is "global marketing" and how does it differ from "regular marketing"? Give examples
of at least one major corporation that explains these differences.
Answer: Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers. An organization that engages in global
marketing focuses its resources and competencies on global market opportunities and threats. A
fundamental difference between "regular marketing" and "global marketing" is the scope of
activities. A company that engages in global marketing conducts important business activities
outside the home-country market. For example, as Walmart expands into Guatemala and other
Central America countries, it is implementing a market development strategy.
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a company
can expand globally.
AACSB: Application of knowledge
14) Why do some of the world's biggest, most successful companies stumble while pursuing
global opportunities? Give examples in support of your answer.
Answer: Store locations, pricing, customer preferences, convenience, and unfamiliarity can
cause successful companies to fail or not perform well in global markets. Walmart's exit from the
German market was due to the fact that German shoppers could find lower prices at "hard
discounters" such as Aldi and Lidl. UK-based Tesco's attempts to enter the US market with its
Fresh & Easy stores failed, in part, because US consumers were unfamiliar with the private-label
goods that made up much of the merchandise stock. American "cheap chic" retailer Target
terminated in Canada due to missteps in store location and pricing.
Difficulty: 2: Moderate
Chapter LO: 1.1: Use the product/market growth matrix to explain the various ways a company
can expand globally.
AACSB: Application of knowledge
15) 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.
E) Value = Benefits + Price.
Answer: B
Difficulty: 3: Challenging
Chapter LO: 1.2: Describe how companies in global industries pursue competitive advantage.
AACSB: Analytical thinking
4
Copyright © 2020 Pearson Education, Inc.
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