1) Recent research has suggested that in Asia, the highest level needs in Maslow’s
hierarchy pertain to status.
2) Global marketers must determine whether a standardized or an adapted marketing
mix is required to best serve the wants and needs of the consumers.
3) Mattel toys thought that Barbie would be as popular in Japan as it is the United
States. This assumption was due to the self-reference criterion (SRC).
4) British retailer Marks & Spencer is a good example of a category killer.
5) “Active competition for demanding customers in the home market keeps companies
under pressure to constantly innovate.” This statement is consistent with Michael
Porter’s thesis regarding the competitive advantage of nations.
6) During the past two decades production has become “uncoupled” from employment.
7) Ideally, GDP and other measures of national income converted to U.S. dollars should
be calculated on the basis of purchasing power parities or through direct comparisons of
actual prices for a given product.
8) A Brazilian, Carlos Ghosn, an executive in the company, was required to move
aggressively to cut costs and make drastic changes in Nissan’s structure.
9) Domino’s Pizza had to pull out of Italy because Italians perceived its products to be
“too American.”
10) Social couponing is one of the hottest online sales promotion trends. It offers its
followers deal-of-the-day coupons that are sponsored by local businesses.
11) When Kraft Foods launched Oreo brand cookies in China in 1996, they found that
Oreo was too sweet for the Chinese palate, and the price was too high. Oreo
reformulated a less-sweet chocolate-covered wafer and reduced its price. This strategy
is referred to as product extension approach.
12) “Back translation” is a technique whereby a survey or other document that has been
translated is returned (i.e. ‘sent back”) to the translator for corrections.