Deck 1: Global Marketing Explained

Question 1

In pursuing a global marketing strategy a firm may:
(a) Standardize its product
(b) Use a consistent brand name
(c) Allow each country manager full autonomy over local marketing strategy
(d) (a) and (b)
(e) (b) and (c)

Answer 1

D

Question 2

What is meant by the term 'globalization'? Describe one approach to the quantification of this concept.

Answer 2

Not Answer

Question 3

To be considered 'global' firms must have operations in every country in the world.
( a ) True
( b ) False

Answer 3

B

Question 4

How does technological innovation drive globalization?

Question 5

Distinguish between a multi-domestic and a global marketing strategy.

Question 6

One of the biggest problems with implementing a global marketing strategy is:
(a) Identifying homogenous consumer segments in various countries
(b) Recruiting culturally literate marketing managers in Asia
(c) Developing a polycentric pricing strategy
(d) Devising a cost-based transfer pricing scheme
(e) Comparing countries on Dreher's index of globalization

Question 7

Which of the following (if any) is a driver of globalization?
(a) Consumers who are exposed to foreign brands when they travel internationally and demand access to those brands in their home countries.
(b) The reduction in tariff and non-tariff barriers around the world
(c) The need for companies to reduce manufacturing costs
(d) All of the above
(e) None of the above

Question 8

Dreher (2006) measures globalization on three dimensions: economic, social and political. The political integration dimension would capture:
(a) Levels of political risk
(b) The number of political parties in the country
(c) Diffusion of government policies around the world
(d) Tendency towards socialism as a form of government

Question 9

When a company localizes its important decisions at head office and is largely driven by the needs of consumers in its home market it is described as pursuing a (n) __________________ strategy.
( a ) Regiocentric
( b ) Ethnocentric
( c ) Polycentric
( d ) Geocentric

Question 10

Define the term 'Glocal' Marketing. Provide one real world example of a company that follows such a strategy.

Question 11

Dreher (2006) measures globalization on three dimensions: economic, social and political. The economic integration dimension would capture:
(a) The extent to which the government restricts trade and investment flows
(b) The extent to which the economy is recession prone
(c) The extent to which the country's economic policies are internally consistent
(d) The extent to which economic benefits are equitably shared in society

Question 12

How does global marketing differ from domestic marketing?

Question 13

Dreher (2006) measures globalization on three dimensions: economic, social and political. The social integration dimension would capture:
(a) Levels of social assistance in the countries measured
(b) Degree of social interaction within the host country
(c) Flow of ideas and movement of people between countries
(d) Tendency towards socialism as a form of government

Question 14

McDonald's recognizes that, compared to other societies, Europeans have a more liberal attitude towards alcohol consumption. In Germany this family oriented restaurant chain has included beer on its menu. This approach to marketing is referred to as:
(a) 'Glocalization'
(b) Strategic differentiation
(c) Psychographic differentiation
(d) Strategic patterning

Question 15

In 2010 Vietnam replaced China as the country where Nike produces the bulk of its products. This was largely driven by rising wage rates in China and illustrates what is generally referred to as:
(a) The globalization of markets
(b) Outsourcing
(c) Free trade
(d) The globalization of production
(e) 'Glocalization'