Global Marketing Essy

5299 Words22 Pages
Global Marketing, 6e (Keegan/Green)
Chapter 1 Introduction to Global Marketing

1) A management team that fails to understand the importance of global marketing risks losing its domestic business to competitors with lower costs, more experience, and better products.
Answer: TRUE
Diff: 1 Page Ref: 4
AACSB: Reflective Thinking

2) As Wal-Mart expands into Guatemala and Central American countries, it is implementing a market development strategy.
Answer: TRUE
Diff: 1 Page Ref: 4
AACSB: Reflective Thinking

3) Global marketing may take the form of diversification strategy in which a company creates new products or services for the domestic market.
Answer: FALSE
Diff: 2 Page Ref: 4
AACSB: Reflective Thinking

4) The
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Answer: TRUE
Diff: 3 Page Ref: 17
AACSB: Reflective Thinking

22) Ethnocentrism is sometimes associated with attitudes of national arrogance or assumptions of national superiority.
Answer: TRUE
Diff: 3 Page Ref: 18
AACSB: Analytic Skills

23) Today, ethnocentrism is on one of the major internal weaknesses that must be overcome if a company is to transform itself into an effective global competitor.
Answer: TRUE
Diff: 2 Page Ref: 18
AACSB: Reflective Thinking

24) The term 'polycentric' describes management's belief or assumption that each country in which a company does business is unique.
Answer: TRUE
Diff: 2 Page Ref: 19
AACSB: Analytic Skills

25) Unilever's Rexona deodorant brand had 30 different package designs and 48 different formulations. This is an example of ethnocentrism.
Answer: FALSE
Diff: 1 Page Ref: 19

26) A U.S. company that focuses on the countries included in the North American Free Trade Agreement (NAFTA) has a regiocentric orientation.
Answer: TRUE
Diff: 3 Page Ref: 19
AACSB: Analytic Skills

27) A European company that focuses its attention on Europe can be considered to have regiocentric orientation.
Answer: TRUE
Diff: 2 Page Ref: 19
AACSB: Reflective Thinking

28) A

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