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Global Marketing, 6e (Keegan/Green)
Chapter 13 Global Marketing Communications Decisions I: Advertising and Public Relations
1) The environment in which marketing communications programs and strategies are implemented remains the same among countries.
Answer: FALSE
Diff: 2 Page Ref: 397
AACSB: Reflective Thinking
2) McDonald's "I'm lovin' it" theme is a good example of global advertising.
Answer: TRUE
Diff: 2 Page Ref: 397
AACSB: Reflective Thinking
3) The globalization of coffee culture has created market opportunities for companies such as Starbucks.
Answer: TRUE
Diff: 2 Page Ref: 398
AACSB: Reflective Thinking
4) "Globalness" of consumer products companies such as P&G, Unilever, and Nestlé can be inferred from the proportion of advertising expenditures outside the home-country markets.
Answer: TRUE
Diff: 2 Page Ref: 398
AACSB: Reflective Thinking
5) According to data published by Advertising Age in 2007, Proctor & Gamble ranks # 1 in worldwide advertisement spending.
Answer: TRUE
Diff: 2 Page Ref: 399
6) The "extension versus adaptation" debate is essentially a debate over "standardized versus localized" advertising.
Answer: TRUE
Diff: 2 Page Ref: 399-400
AACSB: Reflective Thinking
7) Recently, global companies have embraced a technique known as "pattern advertising."
Answer: TRUE
Diff: 2 Page Ref: 401
AACSB: Reflective Thinking
8) As a practical matter, marketing managers may choose to run both global and local ads rather than adopt an "either/or" stance.
Answer: TRUE
Diff: 2 Page Ref: 401
AACSB: Reflective Thinking
9) The "localized" versus "standardized" debate pertaining to global advertising has finally been resolved in favor of standardization.
Answer: FALSE
Diff: 2 Page Ref: 400-401
AACSB: Reflective Thinking
10) Standardized print campaigns can be used for industrial products or for technology- oriented consumer products such as Apple iPhone.
Answer: TRUE
Diff: 3 Page Ref: 401...