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505 Midterm + Final Exam Solution
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Chapter
1-17
Global Marketing, 7e
(Keegan/Green)
Chapter
1 Introduction to Global Marketing
1)
With rapid global market expansion, McDonald's identity as the quintessential
American fast-food restaurant is becoming blurred.
Answer:
Diff:
1 Page Ref: 3
AACSB: Reflective Thinking
Objective: 1
Question
Type: Application
2)
An organization that engages in global marketing focuses its resources and
competencies on global market opportunities and threats.
Answer:
Diff:
1 Page Ref: 4
AACSB: Reflective Thinking
Objective: 2
Question
Type: Application
3)
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:
Diff:
2 Page Ref: 4
AACSB: Reflective Thinking
Objective: 2
Question
Type: Application
4)
Starbucks is entering India via an alliance with the Tata Group. The next phase
will likely involve opening Starbucks outlets in Tata's upscale Taj Hotels in
India. These are examples of Market Penetration.
Answer:
Diff:
2 Page Ref: 4
AACSB: Analytic Skills
Objective: 2
Question
Type: Critical thinking
5)
The perceived value equation can be represented as Value = Price/Benefits.
Answer:
Diff:
1 Page Ref: 5
AACSB: Reflective Thinking
Objective: 2
Question Type: Definitional
6)
The transformation of formerly local or national industries into global ones is
a part of a broader economic process of globalization.
Answer:
Diff:
1 Page Ref: 6
AACSB: Reflective Thinking
Objective: 8
Question
Type: Application
7)
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:
Diff:
2 Page Ref: 7
AACSB: Reflective Thinking
Objective: 2
Question
Type: Definitional
8)
Value, competitive advantage, and the focus required to achieve them are
universal in their relevance and should guide global marketing efforts in any
part of the world.
Answer:
Diff:
2 Page Ref: 8
AACSB: Reflective Thinking
Objective: 2
Question
Type: Definitional
9)
The discipline of marketing is universal, and such marketing practices do not
vary from country to country.
Answer:
Diff:
1 Page Ref: 8
AACSB: Reflective Thinking
Objective:
3
Question
Type: Definitional
10)
The way a company addresses recognition of the extent to which programs can be
expanded worldwide and adaptations required to do so is a reflection of its
global marketing strategy.
Answer:
Diff:
2 Page Ref: 8
AACSB: Reflective Thinking
Objective: 3
Question Type: Definitional
11)
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:
Diff:
2 Page Ref: 10
AACSB: Analytic Skills
Objective: 3
Question
Type: Critical thinking
12)
Nations referred to as MINTs, which hold great potential marketing
opportunities, are Mexico, India, Nigeria, and Turkey.
Answer:
Diff:
2 Page Ref: 12
AACSB: Reflective Thinking
Objective: 3
Question
Type: Application
13)
Global localization means that a successful global marketer must have the
ability to think locally and act globally.
Answer:
Diff:
2 Page Ref: 12
AACSB: Reflective Thinking
Objective: 3
Question
Type: Application
14)
The Coca-Cola Company supports its Coke, Fanta, and PowerAde brands with
marketing mix elements that are both global and local.
Answer:
Diff:
2 Page Ref: 12
AACSB: Analytic Skills
Objective: 3
Question
Type: Application
15)
McDonald's global marketing strategy is based primarily on local marketing mix
elements.
Answer:
Diff:
2 Page Ref: 13
AACSB: Reflective Thinking
Objective: 3
Question Type: Definitional
16)
McDonald's home delivery of burgers in India is an example of unusual
standardized global marketing practice.
Answer:
Diff:
2 Page Ref: 14
AACSB: Reflective Thinking
Objective: 3
Question
Type: Application
17)
Harley-Davidson's motorcycles competitive advantage is based in part on its
"Made in the USA" positioning.
Answer:
Diff:
2 Page Ref: 14
AACSB: Reflective Thinking
Objective: 3
Question
Type: Definitional
18)
Gap is a global brand, but recently the company has struggled to connect with
customers in the United States.
Answer:
Diff:
2 Page Ref: 15
AACSB: Reflective Thinking
Objective: 3
Question
Type: Definitional
19)
Wal-Mart is the largest corporation, based on revenues, according to the
Fortune 500 Global ranking for 2011.
Answer:
Diff:
1 Page Ref: 16
AACSB: Reflective Thinking
Objective: 4
Question
Type: Definitional
20)
Examining the size of individual product markets, measured in terms of annual
sales, provides another perspective on global marketing's importance.
Answer:
Diff:
2 Page Ref: 16
AACSB: Reflective Thinking
Objective: 4
Question Type: Application
21)
The form and substance of a company's response to global market opportunities
depend greatly on management's assumptions or beliefs about the nature of the
world.
Answer:
Diff:
3 Page Ref: 16
AACSB: Reflective Thinking
Objective: 3
Question
Type: Critical thinking
22)
Ethnocentric companies that conduct business outside the home country adhere to
the notion that the products that succeed in the home country are superior.
Answer:
Diff:
3 Page Ref: 17
AACSB: Analytic Skills
Objective: 3
Question
Type: Definitional
23)
Today, ethnocentrism is one of the major internal weaknesses that must be
overcome if a company is to transform itself into an effective global
competitor.
Answer:
Diff:
2 Page Ref: 17
AACSB: Reflective Thinking
Objective: 3
Question
Type: Definitional
24)
The term "polycentric" describes management's belief or assumption
that each country in which a company does business is unique.
Answer:
Diff:
2 Page Ref: 18
AACSB: Analytic Skills
Objective: 3
Question
Type: Definitional
25)
Unilever's Rexona deodorant brand had 30 different package designs and 48
different formulations. This is an example of ethnocentrism.
Answer:
Diff:
1 Page Ref: 18
AACSB: Reflective Thinking
Objective: 3
Question Type: Application
26)
A U.S. company that focuses on the countries included in the North American
Free Trade Agreement (NAFTA) has a regiocentric orientation.
Answer:
Diff:
3 Page Ref: 18
AACSB: Analytic Skills
Objective: 3
Question
Type: Application
27)
A European company that focuses its attention on Europe can be considered to
have regiocentric orientation.
Answer:
Diff:
2 Page Ref: 18
AACSB: Reflective Thinking
Objective: 3
Question
Type: Definitional
28)
A company with a geocentric orientation views the world as a potential market
and strives to develop integrated global strategies.
Answer:
Diff:
1 Page Ref: 18
AACSB: Dynamics of Global Economy
Objective: 3
Question
Type: Synthesis
29)
Geocentric orientation represents true global marketing since it views the
entire world as a potential market and develops global strategy.
Answer:
Diff:
3 Page Ref: 18
AACSB: Reflective Thinking
Objective: 3
Question
Type: Definitional
30)
An ethnocentric management orientation is preferable to a geocentric
orientation.
Answer:
Diff:
2 Page Ref: 20
AACSB: Reflective Thinking
Objective: 3
Question
Type: Definitional
31) When a company establishes a site on
the Internet, it automatically becomes global.
Answer:
Diff:
2 Page Ref: 19
AACSB: Use of IT
Objective: 3
Question Type: Definitional
32)
The pressure for globalization is intense when new products require major
investments and long periods of development time.
Answer:
Diff:
2 Page Ref: 21
AACSB: Reflective Thinking
Objective: 5
Question
Type: Definitional
33) The economic growth has reduced
resistance that might otherwise have developed in response to the entry of
foreign firms into domestic economies.
Answer:
Diff:
3 Page Ref: 23
AACSB: Dynamics of Global Economy
Objective: 5
Question
Type: Definitional
34)
In the context of global marketing, leverage means some type of advantage that
a company enjoys by virtue of the fact that it has experience in its home
country.
Answer:
Diff:
3 Page Ref: 24
AACSB: Analytic Skills
Objective: 5
Question
Type: Definitional
35)
Companies that cannot formulate or successfully implement a coherent global
strategy may lose their independence.
Answer:
Diff:
3 Page Ref: 25
AACSB: Analytic Skills
Objective: 6
Question
Type: Definitional
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