Now that you have an overview of global marketing, it’s time to test your knowledge of global current events. Some well-known companies and brands are listed in the left-hand column. The question is: In which country is the parent corporation located? Possible answers are shown in the right-hand column. Write the letter corresponding to the country of your choice in the space provided; each country can be used more than once.
1. Firestone Tire & Rubber a. Germany

2. Ray-Ban b. France

3. Rolls-Royce c. Japan

4. RCA d. Great Britain

5. Budweiser e. United States

6. Ben & Jerry’s Homemade f. Switzerland

7. Gerber 8. Miller Beer g. Italy

9. Rollerblade h. Sweden

10. Case New Holland i. Finland

11. Weed Eater j. China

12. Holiday Inn k. Netherlands

13. Wild Turkey bourbon l. Belgium

14. ThinkPad m. India

15. Wilson Sporting Goods n. Brazil

16. Right Guard o. South Korea

17. BFGoodrich p. Thailand

18. Jaguar 

19. Burger King 

20. Jenny Craig 

21. The Body Shop 

22. Titleist 

23. Swift 

.24. Gaggia 

25. Church’s English shoes 

26. American Standard Brands 

27. Chicken of the Sea tuna

Questions
1. Anheuser-Busch (A-B), which has been described as “an American icon,” is now owned by a company based in Belgium. Responding to reports that some consumers planned to boycott Budweiser products to protest the deal, one industry observer said, “Brand nationality is all about where it was born, and also the ingredients of that beer and how they make the beer. Basically, it doesn’t matter who owns it. We are in a global world right now.” Do you agree?
2. Anheuser-Busch has long enjoyed a reputation as a very desirable place to work. Executives were awarded well- appointed corporate suites and traveled on corporate jets; many had secretaries as well as executive assistants. When managers took commercial flights, they flew first class. Most employees received beer for free and could count on donations of beer and merchandise for community events. Tickets to St. Louis Cardinals home baseball games were also used as a marketing tool. A-B spent heavily on advertising and promotion; various advertising agencies produced about 100 new ads for A-B each year. Given these facts, which changes, if any, would you expect A-B’s new owners to make? Why?
3. In 2009, Italy’s Fiat acquired a 20 percent stake in Chrysler, another iconic American company. In January 2014, Fiat completed the acquisition and Chrysler is now a subsidiary of Fiat. Are you familiar with Fiat? What do you think CEO Sergio Marchionne hoped to accomplish with this pair of deals? How might Chrysler benefit from the alliance?
4. Ben & Jerry’s Homemade is a quirky ice cream marketer based in Burlington, Vermont. Founders Ben Cohen and Jerry Greenfield are legendary for their enlightened business
practices, which include a three-part mission statement: product mission, financial mission, and social mission. When the company was acquired by consumer products giant Unilever, some of the brand’s loyal customers were alarmed. What do you think was the source of their concern?