International Marketing Quiz

An organization that engages in global marketing focuses it's resources and competencies on global market opportunities and threats.

Starbucks is building on it's loyalty card and rewards program in the United States with a smartphone app that enables customers to pay for purchases electronically. This is an example of Market Penetration.

Starbucks is entering India via an alliance with the Tata Group. The next phase will likely involve opening Starbucks outlets in Tata's upscale Taj Hotels in India. These are examples of Market Penetration.

If Nestle decides not to market biscuits (cookies) in the United States due to competitive reasons, it is considered as a lack of strategic focus and missed opportunity.

Value, competitive advantage, and the focus required to achieve them are universal in their relevance and should guide global marketing efforts in any part of the world.

The discipline of marketing is universal, and such marketing practices do not vary from country to country.

The way a company addresses recognition of the extent to which programs can be expanded worldwide and adaptations required to do so is a reflection of it's global marketing strategy.

Nike dropped their well known tag line "Just do it" in advertising women's clothing in Europe and replaced it by the slogan "Here I am" since college-age women in Europe are not as competitive about sports as men are.

Nations referred to as MINT's, which hold great potential marketing opportunities, are Mexico, India, Nigeria, and Turkey.

Global localization means that a successful global marketer must have the ability to think locally and act globally.

The Coca-Cola Company supports it's Coke, Fanta, and PowerAde brands with Marketing Mix elements that are both Global and Local.

McDonald's global marketing strategy is based primarily on local marketing mix elements.

McDonald's home delivery of burger in India is an example of unusual standardized global marketing practice.

Harley - Davidson's motorcycles competitive advantage is based in part on it's "Made in the USA" positioning.

Ethnocentric companies that conduct business outside the home country adhere to the notion that the products that succeed in the home country are superior.

Today, ethnocentrism is one of the major internal weaknesses that must be overcome if a company is to transform it'self into an effective global competitor.

The term "polycentric" describes management's belief or assumption that each country in which a company does business is unique.

Unilever's Rexona deodorant brand had 30 different package designs and 48 different formulations. This is an example of ethnocentrism.

A U.S. company that focuses on the countries included in the North America free trade Agreement (NAFTA) has a regiocentric orientation.

A European company that focuses it's attention on Europa can be considered to have regiocentric orientation.

A company with a geocentric orientation views the world as a potential market and strives to develop integrated global strategies.

Geocentric orientation represents true global marketing since it views the entire world as a potential market and develops global strategy.

An ethnocentric management orientation is preferable to a geocentric orientation.