Question 1

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:
A) the famous slogan did not have accurate translation in European languages.
B) Europeans do not like tag lines that portray American thinking.
C) college-age women in Europe are not as competitive about sports as men are.
D) the old slogan conveys superiority of men over women.
E) European women want to differentiate themselves from men.

Accepted Answer

C) Research indicated that college-age women in Europe are not as competitive about sports as men, leading Nike to adopt a new slogan that might resonate better with this demographic.

Question 2

The former chairman of Nestlé recently told an interviewer: "We are food and beverages. We are not running bicycle shops. Even in food, we are not in all fields. There are certain areas we do not 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 specifically?
A) customer value
B) competitive advantage
C) focus
D) myopia
E) policy of dealing only with Swiss businesses

Accepted Answer

The chairman's comment emphasizes the strategic marketing principle of focus, which involves concentrating resources on a specific market segment or product category. Nestlé has chosen to focus on food and beverages, rather than diversifying into other areas or product categories. This allows them to specialize and create competitive advantage in those areas. The mention of not touching certain areas also highlights their focus strategy.

Question 3

A company that succeeds in global marketing:
A) pursues a "one size fits all" strategy by creating identical products for homogeneous markets.
B) customizes special products for each world country or region.
C) creates both standardized and localized elements.
D) nurtures an ethnocentric management orientation.
E) uses localized products only.

Accepted Answer

A company that succeeds in global marketing creates both standardized and localized elements. This means that the company balances global consistency with local relevance by having some aspects of their brand be consistent across all markets while also adapting to local market needs and preferences. This strategy allows the company to maintain a strong and recognizable brand while also appealing to different cultures and markets.

Question 4

The transformation of formerly local or national industries into global ones is part of a broader economic process of globalization.

Accepted Answer

The sentence clearly states that the transformation of industries into global ones is part of the economic process of globalization.

Question 5

Explain, with examples, the benefits of competitive advantage and show how globalization presents companies with unprecedented opportunities.

Accepted Answer

The answer of Explain, with examples, the benefits of competitive...

Question 6

Marco Gobetti, who took over as Burberry's CEO in 2017, faces a number of new challenges including the declining of department store shopping in the United States.

Accepted Answer

The statement accurately reflects the challenges faced by Burberry's CEO, Marco Gobetti, according to recent reports.

Question 7

U.S. President Donald Trump's "America First" agenda is just one example of the way some nations are retreating into protectionism and isolation.

Accepted Answer

Trump's "America First" agenda prioritizes the interests of the United States above those of other nations and involves a focus on protectionist trade policies, such as tariffs and trade barriers, which can have the effect of isolating the country from the global economy. This is an example of a trend toward protectionism and isolationism that can be seen in some other nations as well.

Question 8

Launching of Burberry Acoustic to enhance advocacy and sharing via social media and online channels is an example of which marketing mix element?
A) product
B) price
C) promotion
D) place
E) people

Accepted Answer

Launching Burberry Acoustic is an example of promotion, which is one of the four elements of the marketing mix.

Question 9

An important managerial task in global marketing is learning to recognize the extent to which it is possible to extend marketing plans as well as the extent to which adaptation is desired. The way a company addresses this task is a reflection of the company's:
A) market penetration.
B) market diversification.
C) global marketing strategy.
D) product development.
E) product standardization.

Accepted Answer

The extent to which a company can extend its marketing plans and adapt to different global markets is a reflection of its global marketing strategy.

Question 10

Companies that fail to formulate adequate responses to the challenges and opportunities of globalization will face all of the following consequences except:
A) getting absorbed by visionary enterprises.
B) getting absorbed by dynamic enterprises.
C) becoming locally profitable enterprises.
D) undergoing wrenching transformations.
E) simply disappearing from the business horizon.

Accepted Answer

Companies that fail to adapt to globalization are at risk of being absorbed by more dynamic or visionary enterprises, undergoing significant transformations, or disappearing altogether. However, becoming locally profitable is not typically a consequence of failing to address globalization challenges; it's more likely a strategy for those who choose to focus on local markets successfully.

Question 11

The success of Uniqlo's retail stores can be attributed to its decision to:
A) remain in Japan.
B) locate in high population density areas.
C) locate in low population density areas.
D) manufacture most of their products in Japan.
E) become the world's number one apparel retailer.

Accepted Answer

Uniqlo's success can be attributed to its strategic location in high population density areas. It is known to locate their stores in busy shopping districts or areas with heavy foot traffic, making it accessible and visible to a large number of potential customers. This contributed to the brand's popularity and growth beyond Japan.

Question 12

Burberry's global marketing strategy of offering "affordable luxury" to customers in the United States, with a value proposition of being more expensive than Coach and less expensive than Prada represents a focus on:
A) product.
B) price.
C) promotion.
D) position.
E) place.

Accepted Answer

Burberry's global marketing strategy is focused on price, with an emphasis on offering affordable luxury. The value proposition of being more expensive than Coach and less expensive than Prada highlights the importance of price in Burberry's marketing approach.

Question 13

Nonmonetary costs do not factor into the equation of value, which is represented by the equation Value = Benefits/Price.

Accepted Answer

Nonmonetary costs, such as time and effort, can affect the perceived value of a product or service and should be taken into account when calculating value. The equation for value should be adjusted to include these costs, such as Value = (Benefits - Nonmonetary Costs)/Price.

Question 14

A disproportionate amount of wealth has flowed to the "have nots" and "have yachts," with much going to the "have nots."

Accepted Answer

The statement seems to be stating the opposite of what is actually happening. In reality, a disproportionate amount of wealth is flowing to the "haves" or the wealthiest individuals, rather than the "have nots."

Question 15

When a company succeeds in creating more value for customers than its competitors do, that company is said to enjoy competitive advantage.

Accepted Answer

Competitive advantage refers to a company's ability to provide superior value to customers in comparison to its competitors.

Question 16

Tang drink powder became a $1 billion brand as regional managers in the Middle East added popular flavors like mango and pineapple.

Accepted Answer

This statement is true. According to a report by CNBC, Tang drink powder became a $1 billion brand due to its popularity in the Middle East, where regional managers added popular flavors like mango and pineapple to the product line.

Question 17

Coke's worldwide success is based on:
A) adaptation of the marketing mix.
B) standardization of the marketing mix.
C) selected elements of the marketing mix.
D) using local sales force and vending machines.
E) using existing local infrastructure.

Accepted Answer

The answer of Coke's worldwide success is based on:
A) adaptation...

Question 18

The National Football League (NFL) promotes American football in the United Kingdom by draping banners every fall over London's Regent Street to create awareness of the games.

Accepted Answer

The statement is true. The NFL promotes American football in the United Kingdom by draping banners every fall over London's Regent Street to create awareness of the games.

Question 19

The way a company addresses the global marketing strategy (GMS) includes all of the following except:
A) global market participation.
B) integration of inflationary moves.
C) integration of competitive moves.
D) coordination of marketing activities.
E) concentration of marketing activities.

Accepted Answer

The integration of inflationary moves is not a typical consideration in a company's global marketing strategy. The other choices are all important components: global market participation involves determining which countries to enter, while coordination and concentration of marketing activities ensure a consistent approach worldwide. Integration of competitive moves involves understanding and responding to competitors in the global market.

Question 20

The dimensions of global marketing strategy include all of the following except:
A) concentration of marketing activities.
B) development of cultural activities.
C) coordination of marketing activities.
D) integration of competitive moves.
E) integration of marketing mix.

Accepted Answer

The dimensions of global marketing strategy include concentration of marketing activities, coordination of marketing activities, integration of competitive moves, and integration of marketing mix. None of the dimensions include the development of cultural activities.

Quiz 1: Introduction to Global Marketing

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:

A company that succeeds in global marketing:

The transformation of formerly local or national industries into global ones is part of a broader economic process of globalization.

Explain, with examples, the benefits of competitive advantage and show how globalization presents companies with unprecedented opportunities.

Marco Gobetti, who took over as Burberry's CEO in 2017, faces a number of new challenges including the declining of department store shopping in the United States.

U.S. President Donald Trump's "America First" agenda is just one example of the way some nations are retreating into protectionism and isolation.

Launching of Burberry Acoustic to enhance advocacy and sharing via social media and online channels is an example of which marketing mix element?

An important managerial task in global marketing is learning to recognize the extent to which it is possible to extend marketing plans as well as the extent to which adaptation is desired. The way a company addresses this task is a reflection of the company's:

Companies that fail to formulate adequate responses to the challenges and opportunities of globalization will face all of the following consequences except:

The success of Uniqlo's retail stores can be attributed to its decision to:

Burberry's global marketing strategy of offering "affordable luxury" to customers in the United States, with a value proposition of being more expensive than Coach and less expensive than Prada represents a focus on:

Nonmonetary costs do not factor into the equation of value, which is represented by the equation Value = Benefits/Price.

A disproportionate amount of wealth has flowed to the "have nots" and "have yachts," with much going to the "have nots."

When a company succeeds in creating more value for customers than its competitors do, that company is said to enjoy competitive advantage.

Tang drink powder became a $1 billion brand as regional managers in the Middle East added popular flavors like mango and pineapple.

Coke's worldwide success is based on:

The National Football League (NFL) promotes American football in the United Kingdom by draping banners every fall over London's Regent Street to create awareness of the games.

The way a company addresses the global marketing strategy (GMS) includes all of the following except:

The dimensions of global marketing strategy include all of the following except: