The globalization of markets

Which force, according to the author, drives the world toward a converging commonality?

• Globalization

• Customization

• Technology

• Marketing

What is the difference between a multinational and a global corporation?

• Multinational - adjusts to local preferences, Global operates similarly.

• A multinational corporation has higher costs than a global corporation.

• Global is focused on world markets; Multinational - on home markets.

• Multinational corporation customizes products more than a global.

The multinational corporation is obsolete and the global corporation is absolute.

• True

• False

What helps create the desire for modern goods globally? 

• Advertising campaigns

• Lower prices

• New technologies

• Product reliability

What can explain the international success of Coca-Cola and Pepsi? 

• Effective marketing strategies 

• Low prices 

• High quality

• Mass appeal across cultures

What helps tear down barriers to globalization over time?

• Legal changes 

• Trade partnerships

• Superior economics and technology

• Cultural assimilation

What is the ultimate purpose of business? 

• Brand building

• Shareholder returns

• Global expansion

• Getting and keeping customers

The author argues companies should view persistent national differences as: 

• An obstacle to avoid 

• An opportunity to expand options

• Evidence the marketing concept has failed

• Consistent with global standardization

When multinational corporations fail to successfully export domestic products abroad, it is often evidence of:

• Cultural insensitivity

• Poor market analysis

•  Deficiencies in execution

•  Insufficient accommodation

According to the author, what two vectors shape the modern global corporation? 

• Nationalism and protectionism

• Technology and marketing

• Trade policies and partnerships

• Technology and globalization