Copyright 2020 Pearson Education, Inc.

1 Copyright © 2020 Pearson Education, Inc.Global Marketing, 10e (Green/Keegan) Chapter 1 Introduction to Global Marketing

1) The global market development strategy involves:

• creating new product offerings to a new country.
• seeking new customers in a geographical market.
• creating new service offerings targeting a new region.
• creating new products for a new country.
• 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:

• market penetration.
• market development.
• product development.
• market orientation.
• 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:

• standardization.
• adaptation.
• diversification.
• automation.
• 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

(Global Marketing, 10e Warren Keegan, Mark Green) (Test Bank all Chapters) 1 / 4

2 Copyright © 2020 Pearson Education, Inc.

4) McDonald's developed a vegetarian burger in India. This is an example of:

• market penetration.
• market development.
• market diversification.
• product development.
• 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:

• lack of marketing mix.
• scope of activities.
• lack of strategic planning.
• focus on resources.
• 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:

• market development.
• product development.
• diversification.
• market penetration.
• 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

• / 4

3 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

• / 4

4 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:

• Value = Price/Benefits.
• Value = Benefits/Price.
• Value = Benefits × Price.
• Value = Benefits - Price.
• 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