Discuss some of the major factors that have made growing numbers of U.S. firms seriously consider international marketing.
Answer to relevant QuestionsDiscuss the distinction between channel structure and ancillary structure. Identify the various flows in marketing channelsand the direction of the flows. Why is the concept of channel flows useful for a better understanding of channel management? Why is it typically more difficult to exercise leadership in foreign channels than in domestic ones? “Getting right down to business and getting things done quickly and efficiently are universal virtues.” Discuss this statement in terms of some other cultures around the world. Coca-Cola Co. has not done so well in establishing strong marketing channels in India. Its flagship product, Coke, has only about 15 percent of the market compared to Pepsi’s almost 25 percent. Coca-Cola is usually ...
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