Type:
Test Bank
Resource:
Global Marketing
Edition:
10th Edition
Author(s):
Warren J. Keegan Mark C. Green
Test Bank for Global Marketing Revised by Mahmood Khan
Global Marketing Tenth Edition
Mark C. Green Warren J. Keegan
Global Marketing, 10e (Green/Keegan) Chapter 1 Introduction to Global Marketing 1) The global market development strategy involves: A) creating new product offerings to a new country. B) seeking new customers in a geographical market. C) creating new service offerings targeting a new region. D) creating new products for a new country. E) 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: A) market penetration. B) market development. C) product development. D) market orientation. E) 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: A) standardization. B) adaptation. C) diversification. D) automation. E) 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
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4) McDonald's developed a vegetarian burger in India. This is an example of: A) market penetration. B) market development. C) market diversification. D) product development. E) 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: A) lack of marketing mix. B) scope of activities. C) lack of strategic planning. D) focus on resources. E) 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: A) market development. B) product development. C) diversification. D) market penetration. E) 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
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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
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