global marketing Exam part 2
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globalmarketingexampart2.docxMake sure all parts of the essay questions are answered.
Exam must be typed, using 12-point font, and single-spaced within questions, and double-spaced between questions. There is no suggested length for questions; but please remember business writing is clear, concise and logically connected.
Each question should have its own paragraph or paragraphs, state the question about each essay.
Should you choose to use resources outside of your textbook or class discussion slides you will need a reference section at the end of your test.
Section 2 – Chapters 13 & 14 (Products and Services for Consumers & Businesses)
Chap 13 PDF:
Chap 14 PDF:
1. Are global consumer preferences really converging, or do consumer tastes in different cultures still outweigh their similarities? Discuss and be specific.
2. The below picture is McDonald's menu in India. This is an example of what type of product strategy. Explain why McDonald’s chose this product strategy when entering India. Be specific. Name another company that chose the same product strategy as McDonald’s when entering a foreign market. Be specific.
Section 4 – Chapter 16 (IMC and International Advertising)
1. Take each of the steps in the communication process and give an example of how culture differences can affect the final message received. Be specific
(this answer can be found on page 467)
