Chapter 1 Introduction to Global Marketing

1
Self-Test Questions 1
Which of the following is not one of the 4Ps in
the marketing mix? a. product b. personnel c.
place d. price
2
Self-Test Questions 2

• A company that engages in global marketing
• 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

3
Self-Test Questions 3

• The rallying cry of the global marketer is
• "Think globally, act globally
• b. "Think globally, act locally"
• c. "Think locally, act locally
• d. "Think locally, act globally"

4
Self-Test Questions 3

• New World Corp. has done business in the home
  country
• for decades. Management now wants to "go global"
• by using the same business philosophies they have
  
• always used because "if it's good enough for our
  customers
• at home it's good enough for the rest of the
  world.
• " What management orientation is in evidence
• at New World?
• ethnocentric
• polycentric
• c. regiocentric
• d. geocentric

5
Self-Test Questions 4
When Whirlpool acquired Philips Electronics'
appliance unit, managers at the American company
discovered that Philips washing machines
manufactured in Germany and Italy did not have a
single component or part in common. This
evidence suggests that a(n) _____________
management orientation prevailed at Philips a.
ethnocentric b. polycentric c. regiocentric d.
geocentric
6
Self-Test Questions 5
Management at Grupo Mexico decides to focus on
market opportunities opened up by NAFTA. What
management orientation does this reflect a.
ethnocentric b. polycentric c. regiocentric d.
geocentric