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 equation can be represented as Value = Price/Benefits.
Answer: FALSE
Diff: 2 Page Ref: 5
AACSB: Analytic Skills

5) Recently the auto industry is shifting its attention to emerging markets such as India and Africa.
Answer: TRUE
Diff: 1 Page Ref: 5
AACSB: Reflective Thinking

6) Globalization is presenting significant marketing opportunities for professional sports organizations such as the National Football League and Major League Soccer.
Answer: TRUE
Diff: 1 Page Ref: 6
AACSB: Reflective Thinking

7) If Nestlé 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.
Answer: FALSE
Diff: 2 Page Ref: 7
AACSB: Reflective Thinking

8) 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.
Answer: TRUE
Diff: 2 Page Ref: 9

9) The discipline of marketing is universal and such marketing practices do not vary from country to country.
Answer: FALSE
Diff: 1 Page Ref: 9

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