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Free Test Bank for Global Marketing 8th Edition by

Keegan Multiple Choice Questions

A company that succeeds in global marketing:

1 A) pursues a "one size fits all" strategy by creating identical products for homogeneous markets

2 B) customizes special products for each world country or region

3 C) creates both standardized and localized products

4 D) nurtures an ethnocentric management orientation

5 E) uses localized products only

The cell phone divisions of Toshiba, Sharp, and other Japanese companies prospered by focusing on the domestic market When handset sales in Japan slowed a few years ago, the Japanese companies realized that Nokia, Motorola, and Samsung already dominated key world markets Atsutoshi Nishida, president of

Toshiba, noted, "We were thinking only about Japan We really missed our chance." This example illustrates:

1 A) geocentric orientation

2 B) regiocentric orientation

3 C) polycentric orientation

4 D) ethnocentric orientation

5 E) poor globalization orientation

Slumdog Millionaire, a movie which received several awards and an Oscar in 2009, was filmed on a location in and around:

1 A) standardization of marketing mix elements.

2 B) global localization

3 C) vending machine operations

4 D) selecting market mix options

5 E) homogenization

One of the dimensions of global marketing strategy which pertains

to marketing management is:

1 A) concentration of market penetration

2 B) coordination of market diversification

3 C) integration of competitive moves

4 D) coordination of product development

5 E) product standardization

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

1 A) there is little demand for their products in home countries

2 B) their research centers are located overseas

3 C) no single market is large enough to recover costs incurred in research

4 D) there is more demand overseas for their products

5 E) technology is not available in home countries

The marketing mix is integral to the value equation which is

represented by:

1 A) Value = Price/Benefits

2 B) Value = Benefits/Price

3 C) Value = Benefits × Price

4 D) Value = Benefits - Price

5 E) Value = Benefits + Price

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:

1 A) All-in-one stores

2 B) Dollar stores

3 C) Discount sores

4 D) Hard discounters

5 E) Fresh & Easy stores.

Based on the size of the market in U.S dollars, the leading

consumer products are:

1 A) sales outside the home country to total sales

2 B) assets outside the home country to total assets

3 C) employees outside the home country to total employees

4 D) headquartered in a relatively small home-country market

5 E) all of the above

Nissan's earlier vehicles were difficult to start in many parts of the United States during the cold winter months In northern Japan, it was customary for many car owners to put blankets over the hoods

of their cars during winter months Nissan's assumption was that Americans would do the same thing This is an example of:

5 E) None of the above

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:

1 A) the famous slogan did not have accurate translation in European

languages

2 B) Europeans do not like tag lines that portray American thinking

3 C) college-age women in Europe are not as competitive about sports as men are

4 D) the old slogan conveys superiority of men over women

5 E) European women want to differentiate themselves from men

A fundamental difference between regular marketing and global marketing is:

1 A) the lack of marketing mix

2 B) the scope of activities

3 C) the lack of strategic planning

4 D) the focus on resources

5 E) the lack of communication

Based on the total annual units sold in the worldwide market, the leading product category is:

1 A) flat-panel TV sets

2 B) cigarettes

3 C) cell phone handsets

4 D) cars and light trucks

Thailand These menu variations are examples of:

1 A) a combination of global and local marketing mix elements

2 B) a reflection of failure of U.S menu items in those countries

3 C) a deviation from successful marketing practices

4 D) a replacement of standard menu names with fancy names

5 E) a selection of menu items that can be sold eventually in U.S markets

According to Michael Porter, a global industry is one in which

can be achieved by integrating and leveraging operations

4 D) ration analysis

5 E) production capability

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 The app displays a bar code that the barista can scan This is an example of:

Anheuser-Busch, the brewer of Budweiser beer, lost its

independence after years of focusing primarily on the domestic U.S market This is most likely a result of:

The essence of marketing worldwide is to surpass the competition

in creating perceived value, which can be represented as:

1 A) Value = Price/Benefits

2 B) Value = Benefits/Price

3 C) Value = Benefits × Price.

4 D) Value = Benefits - Price

5 E) Value = Benefits + Price

Based on 2012 rankings of Fortune Global 500 companies, the world's most valuable car company is:

of assets Everything is going—from steel plants and phone

companies to hotels, restaurants, and nightclubs." This is an indication of:

1 A) the fact that governments can make more money by selling assets

2 B) privatization is becoming a driving force for global marketing

3 C) these businesses are considered as closed markets

4 D) foreign companies are competing with governments

5 E) there is less demand for these type of companies

Starbucks is entering India via an alliance with the Tata Group Phase 1 calls for sourcing coffee beans in India and marketing them

at Starbucks stores throughout the world This is an example of:

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:

1 A) consumers are looking for low price irrespective of quality

2 B) Renault is overcharging for their cars compared to their competitors

3 C) higher product development costs are a driving force behind globalization

4 D) market success depends on reaching a threshold of acceptable quality for consumers

5 E) cars are not very popular in emerging markets like India

Even though Germany is the largest single-country market in

Europe, what percent of the world market potential for German companies is outside Germany?

1 A) look more favorably on outsiders

2 B) look less favorably on outsiders

3 C) experience more resistance toward outsiders

4 D) feel threatened by outsiders

5 E) None of the above

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?

1 A) It serves McAloo tikki potato burger in India

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

3 C) It operates themed dining cars on the Swiss national rail system

4 D) It has home delivery service in India

5 E) It has slang nicknames such as MakDo in Philippines and McDo in France

Two decades ago, professor Ted Levitt wrote a classic Harvard Business Review article titled "The Globalization of Markets." Which

of the following statements about the author and the article is

accurate?

1 A) Levitt urged companies to adopt products on a country-by-country basis

2 B) There was universal agreement about his thesis that the world is becominghomogeneous

3 C) Levitt urged companies to develop standardized products that could be marketed worldwide with little adaptation

4 D) Levitt warned of the coming backlash against globalization

5 E) Levitt did not recommend developing standardized products

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:

a company addresses this task is a reflection of the company's:

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

5 E) policy of dealing only with Swiss businesses

Transnational companies, such as Toyota and Honda, have

characteristic features that include:

1 A) being in both global markets and utilizing global supply chains

2 B) characterized by a mind-set of being "stateless."

3 C) using both localized and standardized elements in marketing programs

4 D) decisions made on the basis of ongoing research

5 E) all of the above

In the United States, some people believe that globalization has depressed the wages of American workers and resulted in the loss

of both blue-collar and white-collar jobs This is an example of:

Statements that illustrate the success of global marketing include all

of the following except:

1 A) the Coca-Cola Company supports its Coke brand by utilizing global and local marketing mix

2 B) Apple is synonymous with cutting-edge innovation and high-tech design

3 C) Italy's Benetton utilizes marketing as a knee-jerk reaction to world

marketing needs

4 D) the backbone of Caterpillar's global success is its network of dealers

5 E) Germany's reputation for engineering and manufacturing provides a

4 D) EU.

5 E) all of the above

According to the Fortune global 500 companies for 2012, the

largest corporation based on revenue is:

All of the following correctly states McDonald's approach to

standardization and adaptation of the marketing mix except:

1 A) McDonald's standardizes some product elements and adapts others

2 B) McDonald's standardizes some place elements and adapts others

3 C) McDonald's standardizes some promotion elements and adapts others

4 D) McDonald's standardizes some price elements and adapts others

5 E) McDonald's standardizes all product elements

Japan's giant Matsushita Electric Company achieved scale

economies by exporting VCRs, televisions, and other consumer electronics products throughout the world from world-scale factories

in Japan This is an example of the fact that:

1 A) scale economies were a cornerstone of Japanese success in the 1970s and 1980s

2 B) leverage from scale economies is not limited to manufacturing

3 C) a global company can achieve the same economies on a global scale.

4 D) the larger scale of the global company also creates opportunities to

improve corporate staff competence and quality

5 E) all of the above

Uniqlo, a division of Japan's Fast Retail, operates about 850 stores

in Japan and currently has six stores in the United States Their plans call for a total of 200 U.S stores by 2020 The fulfillment of their plan will depend on:

1 A) industry conditions

2 B) sources of competitive advantage

3 C) the condition of the apparel market worldwide

4 D) the demand in Japan for U.S style garments

5 E) all of the above

From the global marketing perspective, the customization of the Beatles' records is a good example of:

30 Free Test Bank for Selling Today Partnering to

Create Value 13th Edition by Manning Multiple Choice Questions

Salespeople use social media to:

1 A) design web pages with product features

2 B) learn to use administrative software

3 C) create and maintain customer contact

4 D) set up mobile offices from their vehicles

5 E) automate selling so they do not have to make client contact

Well-trained salespeople can add value to the traditional retail

shopping experience Selling for a retailer might involve which of the following products?

1 A) personal computers, automobiles and assembly line robotics equipment

2 B) photographic equipment, industrial specialties and recreational equipment

3 C) fashion apparel, personal computers and recreational vehicles

4 D) microchips, musical instruments and automobiles

5 E) software back-end integration services, jewelry, and motorcycles

Of the following activities routinely performed by salespeople, which one contributes LEAST financially to both the salesperson and the company?

1 A) Learning selling skills will give Dr Grindel an alternate career once she retires from medicine

2 B) Learning selling skills will help Dr Grindel bring new patients to her

practice

3 C) Learning selling skills will aid Dr Grindel in communicating effectively with pharmaceutical reps who show her new medications.

4 D) Learning selling skills will show Dr Grindel how to ensure that her patients take the medications she prescribes them

5 E) Learning selling skills will require Dr Grindel to understand the financial pressures of running a practice

Corporate-sponsored sales training usually includes training on:

1 A) CRM software

2 B) accounting methods and theory

3 C) shipping systems and logistics

4 D) operating production machinery

5 E) competitors' products

Which of the following trends in sales has led to an increase in both the education and skills a salesperson needs?

1 A) an increase in commission per sale

2 B) an increase in the time spent on personal relationships

3 C) an increase in web-based selling channels

4 D) a shift from in-person to telephone sales

5 E) a shift from "selling" to "consulting"

Salespeople have an advantage over workers in other positions when being considered for promotion to positions of greater

responsibilities because salespeople:

1 A) have limited opportunities for advancement in the sales department

2 B) are compensated primarily through psychic income

3 C) have worked for many companies in their careers

4 D) have numerous opportunities to advance to middle-management ranks

5 E) have high visibility within companies already relative to other positions

A training and education initiative with specific requirements

delivered by an industry oversight organization to salespeople in that industry is an example of a(n):

1 A) university sales methods class

2 B) corporate-sponsored training class

3 C) Internet-based training program

2 B) base salary, commissions, bonuses, and incentives

3 C) commissions and charge-backs

4 D) bonuses and dividends

5 E) IPOs and base salary

Commercial vendors who provide sales training offer courses based on:

1 A) Universal Sales Theory

2 B) the theories of Dale Carnegie and Napoleon Hill

3 C) a variety of sales approaches dating back decades

4 D) modern sales approaches that have been regression-tested

5 E) graduate-level MBA sales work

Which one of the following people would LEAST likely be

considered a "knowledge worker"?

1 A) someone who performs research to discover new information

2 B) someone who takes current research and uses it to facilitate a task

3 C) someone who relays information from one party to another without

changing it

4 D) someone who puts information in a format that allows others to access it

5 E) someone who uses information to solve a problem

Which of the following is an activity that would most likely be

performed by a customer service representative (CSR)?

1 A) processing employee paperwork

2 B) delivering supplies to the factory floor

3 C) providing telephone support for installation

4 D) calling on prospects to sell them the product