Question :
41) Walmart’s exit from the German market was due, in : 1353253
41) Walmart’s exit from the German market was due, in part, to the fact that German shoppers could find lower prices at stores known as:
A) All-in-one stores.
B) Dollar stores.
C) Discount sores.
D) Hard discounters.
E) Fresh & Easy stores.
42) According to Michael Porter, a global industry is one in which ________ can be achieved by integrating and leveraging operations on a worldwide scale.
A) marketing mix
B) competitive advantage
C) cross border infiltration
D) ration analysis
E) production capability
43) The former chairman of Nestlé recently told an interviewer: “We are food and beverages. We are not running bicycle shops. Even in food we are not in all fields. There are certain areas we do not touch. Also, we have no soft drinks because I have said we either buy Coca-Cola or we leave it alone.” What strategic marketing principle does the chairman’s comment emphasize most specifically?
A) customer value
B) competitive advantage
C) focus
D) myopia
E) policy of dealing only with Swiss businesses
44) Nike recently adopted the slogan “Here I am” for its pan-European clothing advertising targeting women. The decision to drop the famous “Just do it” tag line was based on the research indicating that:
A) the famous slogan did not have accurate translation in European languages.
B) Europeans do not like tag lines that portray American thinking.
C) college-age women in Europe are not as competitive about sports as men are.
D) the old slogan conveys superiority of men over women.
E) European women want to differentiate themselves from men.
45) The decision to enter one or more particular markets outside the home country depends on all of the mentioned factors except:
A) company’s resources.
B) company’s age.
C) company’s managerial mind-set.
D) nature of opportunities.
E) threats.
46) From the global marketing perspective, the customization of the Beatles’ records is a good example of:
A) product adaptation.
B) market penetration.
C) diversification.
D) product development.
E) marketing mix.
47) In an effort to “Americanize” the sound of the Beatles’ recordings, a studio effect known as reverb was added to some tracks. This is an example of:
A) product adaptation.
B) market penetration.
C) diversification.
D) product development.
E) marketing mix.
48) Two decades ago, professor Ted Levitt wrote a classic Harvard Business Review article titled “The Globalization of Markets.” Which of the following statements about the author and the article is accurate?
A) Levitt urged companies to adopt products on a country-by-country basis.
B) There was universal agreement about his thesis that the world is becoming homogeneous.
C) Levitt urged companies to develop standardized products that could be marketed worldwide with little adaptation.
D) Levitt warned of the coming backlash against globalization.
E) Levitt did not recommend developing standardized products.
49) Coca-Cola achieved success in the Japanese market primarily by:
A) standardization of marketing mix elements.
B) global localization.
C) vending machine operations.
D) selecting market mix options.
E) homogenization.
50) A company that succeeds in global marketing:
A) pursues a “one size fits all” strategy by creating identical products for homogeneous markets.
B) customizes special products for each world country or region.
C) creates both standardized and localized products.
D) nurtures an ethnocentric management orientation.
E) uses localized products only.
