1-15. Identify the key elements in McDonalds global marketing strategy. Despite a slowdown in global fast-food consumption, McDonalds continues to be a success story. What is the key? Does McDonalds think globally and act locally? Does it also think locally and act globally?

1-16. Do you think government officials in developing countries such as Russia, China, and India welcome McDonalds? Do consumers in these countries welcome McDonalds? Why or why not?

1-17. Is it realistic to expect that McDonaldsor any well-known companycan expand globally without occasionally making mistakes or generating controversy? Why do antiglobalization protestersand sometimes government officialstarget McDonalds?

1-18. Assess the changes McDonalds is making to its marketing strategy in the United States and around the world.