Global Marketing Essy

5315 words 22 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 perceived value
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Answer: FALSE
Diff: 3 Page Ref: 19
AACSB: Reflective Thinking

30) An ethnocentric management orientation is preferable to a geocentric orientation.
Answer: FALSE
Diff: 2 Page Ref: 20
AACSB: Reflective Thinking

31) As new global competitors emerge on the scene, management at long-established industry giants such as GM must face up to the challenge of organizational transformation.
Answer: TRUE
Diff: 2 Page Ref: 20
AACSB: Reflective Thinking

32) As GM teetered on the brink of bankruptcy in 2009, it was clear that it would have to be remade as a smaller, leaner company.
Answer: TRUE
Diff: 2 Page Ref: 20
AACSB: Reflective Thinking

33) A global company can be described as one that pursues either a strategy of serving world markets from a single country, or one that sources globally for the purpose of focusing on select country markets.
Answer: TRUE
Diff: 3 Page Ref: 20
AACSB: Reflective Thinking

34) One way to assess a company's "degree of transnationality" is to look at the sales outside the home country to total sales.
Answer: FALSE
Diff: 3 Page Ref: 20
AACSB: Analytic Skills

35) Nestlé, being with a small home country market, is compelled to adopt regiocentric or geocentric orientations in order to grow profitably.
Answer: TRUE
Diff: 3 Page Ref: 21
AACSB: Analytic Skills

36) The ethnocentric company is decentralized in its marketing management whereas the polycentric company is

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