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Global Marketing management 5th edition Masaaki Kotabe, Kristiaan Helsen - Solutions
How does language complicate the tasks of global marketers?
Describe the importance of reference groups in international marketing.
What can marketers do to launch new products in countries that tend to be resistant towards change?
How do high-context cultures differ from low-context ones?
What are some possible issues in applying Hofstede's classification scheme in a global marketing concept?
Focus group research conducted by advertising agencies like Leo Burnett shows that Asia's youngsters (the proverbial Xgeneration) mimic American trends, but at the same time, they are pretty conservative. Gangsta rap, for instance, is extremely popular in Malaysia. But many of the values that Asian
What are some of the possible infrastructural roadblocks (e.g., in terms of transportation, storage) that ice cream manufacturers would face in South East Asia?
One of the cultural dimensions singled out by Hofstede is the individualism/collectivism distinction. What would this categorization imply in terms of setting up a sales force for international marketers? For instance, what incentive schemes might work in an individualist culture? Collectivist?
Countries showing strong uncertainty avoidance such as France, Germany, and Italy have witnessed a rise in the consumption of mineral water since 1970. In fact, according to one study, the correlation between mineral water consumption and the uncertainty avoidance score for 1996 was almost
Download the results for the 2005 Global Sex Survey results from the Durex website (www.durex.com/us/gss2005result.pdf). The survey interviewed more than 317,000 people from 41 countries about their sexual attitudes and behavior. According to the survey 44 percent of all adults claim to be
A survey conducted by the Thailand Marketing Research Society (TMRS) among 1200 Thai youngsters (13 to 18 years) in the summer of 2002 showed that loss of ''Thai identity'' was picked as one of the top five most serious issues. At the same time, Thai teenagers are growing more skeptical about
Describe with examples the role of governments in promoting national interests pertaining to business activities.
How do host country macroeconomic and fiscal policies affect foreign company operations?
What factors should international managers consider in determining the economic and political risks associated with a country?
International law is derived from three sources. What are they? Compare and contrast them.
Briefly describe the various types of local legal systems. How do differences in these legal systems affect international business?
Enumerate some of the legal issues that international business managers need to take cognizance of in host countries.
The term, bribery, sounds bad. How about kickbacks, tips, contingency fees, consultation fees, etc? Terms vary, objectives to be accomplished by not-so-easy-to-define payments vary, and to whom such payments are made varies. Personal income levels vary from country to country, and thus the level of
Various foreign companies operating in Russia, especially in the oil and gas exploration business, have had to face the vagaries of Russian legislation, which changes frequently, making it difficult to plan activities. Besides being heavily taxed, foreign firms have had to face a change in export
KFC, a fast-food operator, faced immense resistance from some politically active consumer groups when it opened its operations in India. One group proclaimed that opening KFC outlets in the country would propagate a ''junk-food'' culture. Others proclaimed that this was ''the return of
The entertainment industry has been warring for years to combat computers and the Internet to copy and transmit music and movies. The biggest winner has been consumers who pay very little or nothing to get their favorite movies due largely to the Internet sector's innovations. There are over 12,000
One of your friends is planning to start exporting an industrial product to various countries in Europe. To help finance his export endeavor, he plans to utilize concessional export credit provided by the U.S. government to small exporters. This product is highly specialized, and caters to an
What are the major benefits and limitations of omnibus surveys?
What is the notion of "triangulation" in global market research?
Discuss the major issues in running focus group discussions in an international context.
Discuss why market size estimates may differ depending on the method being used. How can such differences be reconciled?
Contrast the emic versus the etic approach in international marketing research.
Chapter 6 suggests two ways to select countries for multicountry market research projects: (1) start with a preliminary research in each one of them or (2) cluster the countries and pick one representative member from each cluster. Under what circumstances would you prefer one option over the other?
In most cases, standard data collection methods are still mail, phone, or personal interviewing. Tokyu Agency, Tokyo, a Japanese ad agency, has started using the Internet to find out how Japanese youngsters spend their money and what their views are on various issues (e.g., environment). What
Company Euronappy sells disposable diapers in Europe. It would like to expand into the Middle East. After some preliminary market research, four countries put on the short list, namely: Bahrain, Kuwait, Saudi Arabia, and the United Arab Emirates (UAE). Given its limited resources, the company can
Clarion Marketing and Communications, a Connecticutbased marketing research firm, recently launched Global Focus, a technique that allows companies to run focus groups in different countries that interact with each other. The focus groups are held in videoconference centers in the different cities
Imagine that Nokia plans to expand its market in South America. Use the chain-ratio method to come up with market size estimates for cellular phones in the following four countries: Argentina, Brazil, Chile, and Peru.
When developing a survey instrument for a cross-country study, market researchers often need to construct a scale (e. g., a 7-point disagree/agree scale). What are the major items that one should be concerned about when building such scales?
Download the Durex Global Sex Survey (GSS) ( www.durex.com/cm/gss2005results.asp). The survey was conducted online via the durex.com website. Durex claims that their survey is the largest sexual health research project of its kind in the world. More than 317,000 people took part from 41
What are the major issues in using per capita GDP or GNP as a country segmentation criterion?
Discuss the weaknesses of lifestyle-based segmentation schemes. For what kind of applications would lifestyle segmentation be appropriate?
Sometimes local brands use a global consumer culture positioning approach. Explain.
Fiat, the Italian carmaker (www.fiat.com), is looking to sell vehicles in Singapore again after it left the market in 2001. Singapore's car market is small and very competitive. Fiat sold only 68 cars in Singapore in 1968 and just 5 in 2000 before it pulled out of the market. Fiat's competitors in
In a host of emerging markets (e.g., India, Brazil, Thailand), 50+ percent of the population is under 25 years old. One marketer observes: ''teenagers are teenagers everywhere and they tend to emulate U.S. teenagers'' (Advertising Age International, October 17, 1994, p. I-15). Is there a global
One phenomenon in scores of emerging markets is a rising middle class. In a recent Ad Age International article (October 17, 1994) on the global middle class, one analyst referred to this phenomenon as the Twinkie-ization of the world (Twinkie being the brand name of a popular snack in the United
Under what conditions should companies pursue universal market segments?
How are the developments in information technology affecting the global strategies of firms?
What are the various factors/forces/drivers which determine the globalization potential of industries? How are global industries different from multidomestic industries?
What do you understand by the term "hypercompetition?" What, according to hypercompetition, are the various arenas of competition?
How are the concepts "interdependency" and "standardization" related? What are the implications for global strategy ?
How is a global marketing strategy distinct from standardization?
What are the benefits and limitations of global marketing strategies?
How are regional and global strategies different? What are some advantages and disadvantages of a regional strategy?
Since the early 1980s, the benefits of globalization have been acknowledged by researchers in academia and by business practitioners. However, practitioners have continually indicated the constraints on human management resources in actually implementing global strategies-to implement a global
In today's highly competitive business environment, it is the disrupters rather than the disrupted that prolong their competitive advantage. Market disruption takes place a lot faster online than in the retail world. Today, ''to Google'' is a verb, while the words ''Friends Reunited,'' Britain's
In East Asia, many of online games rely on a business model that is different from the way the video-games industry works in the West. Rather than selling games as shrink wrapped retail products which can then be played on a PC or games console, the Asian industry often gives away the software as a
Why do some MNCs prefer to enter certain markets with a liaison office first?
What are the possible drawbacks of 50-50 joint ventures?
Draw up a list of the respective pros and cons of licensing.
What are the respective advantages and disadvantages of greenfield operations over acquisitions?
What mechanisms can firms use to protect themselves against ill-fated partnerships?
Fonterra waited 40 days (from August 2 until September 11) before going public with the information that its products in China were contaminated with melamine. Andrew Ferrier, its CEO, defended its response to the crisis and took what it regarded as the best action by working within the Chinese
To what extent will the China milk contamination crisis hurt Fonterra's business?
Under what conditions is a dual extension strategy advisable? When is product invention more appropriate?
Explain the difference between the modular and core-product approaches.
Discuss the forces that favor a globalized product design strategy.
What could be the hidden costs of adapting a product to be launched in a foreign market?
In what sense is the "standardize versus customize" question in global product design a bogus issue?
MNCs tend to move more and more towards a sprinkler strategy in terms of their global launch timing decisions. What forces lie behind this trend?
What are the major dangers in using an entire country as a "test market" for new products that are to be launched globally (or regionally)?
The case discusses PMI's recent new product launches around the world. What is the major thrust of these innovations? Is PMI on the right track? Why or why not?
What else would you recommend PMI to do in the area of new product development?
For what types of product/service categories would you expect global brand names? For which ones would you anticipate localized names?
Why is the market share of private labels much higher in Europe than in Asia?
Explain why the strength of a global brand may vary enormously from country to country.
What factors should MNCs consider when implementing a brand-name facelift in their foreign markets?
What strategies can MNCs adopt to cope with product piracy?
How does the marketing of global services differ from marketing tangible goods worldwide?
Altoids, the ''curiously strong'' peppermint, has evoked its British heritage since its introduction in the United States in 1918. The mint's original recipe dates back to the reign of King George III. Wrigley (now part of Mars) bought the brand for $1.46 billion in 2004. In the U.S. market,
Dr. Hans-Willi Schroiff, vice-president of market research at Henkel, a German company, made the following observation about P&G's multinational marketing strategy: ''A strict globalization strategy like P&G's [will not be] successful if 'meaningful' local brands are corpses on the battlefield. It
In September 1999, Unilever announced that it would trim over one thousand brands. The company wants to focus on 400 of its current 1,600 brands, with a core group of so-called power brands that are known globally or region-wide (e.g., Magnum ice cream, Lipton tea, Vaseline skin cream). These 400
Software piracy in China is a huge problem for Microsoft. In 2008 Microsoft went on the offensive by sending a software update that could turn the desktop wallpaper black when a pirated Windows XP operating system was being used ( www.youtube.com/watch?v=xRsFvmo72_A). Not surprisingly, this move
Most of the luxury watches have a Swiss-made label. Discuss strategies that a ''Made in India'' watch, aiming to target the premium segment in the Western world, might want to consider.
Nestle, the Swiss food conglomerate, has created a Nestle Seal of Guarantee that it puts on the back of some of its products (e.g., Maggi sauces). The Seal of Guarantee is not used for many of its other products like pet food and mineral water. What might be Nestle's motivations for adding or
What mechanisms can exporters use to curtail the risks of price escalation in foreign markets?
How does competition in the foreign market affect your global pricing decisions?
One recent study quoted in Chapter 12 reports that there was much more pass-through by German carmakers than their Japanese counterparts in the U.S. carmarket when both currencies depreciated against the U.S. dollar. What might explain these different responses?
Should MNCs always try to minimize their transfer in high corporate tax countries? Why (or why not)?
What measures might exporters consider to hedge themselves against antidumping accusations?
Explain why countertrade is often viewed as a necessary evil.
Many multinational companies that consider entering emerging markets face the issue that the regular price they charge for their goods (that is, the retail price in developed markets) is far beyond the buying power of most local consumers. What strategic options do these companies have to penetrate
Countertrade accounts for a substantial proportion of international trade. Do you foresee that the share of countertrade will increase or decline? Why?
How will a weakening of the euro versus the Japanese yen affect German carmakers such as MW and Volkswagen in Japan? What measures do you suggest German carmakers might consider taking to cope with a weaker euro?
A major bone of contention in recent years has been the prices charged for AIDS drugs in the developing world by Western pharmaceutical giants such as Merck and Glaxo-SmithKline. Several makers of AIDS drugs, such as Merck, have now agreed to provide AIDS drugs in developing nations such as South
How can local competitors use anti-dumping procedures as a competitive tool against foreign competitors?
In Russia, Procter & Gamble markets Tide, its U.S. premium laundry detergent brand, as an economy brand with the slogan ''Tide is a guarantee of clean clothes.'' Except for the brand name and the product category, all aspects of the products (formula, price, positioning) are different between the
Discuss the major challenges faced by international advertisers.
Spell out the steps that international advertisers should consider to cope with advertising regulations in their foreign markets.
What factors entice international advertisers to localize their advertising campaigns in foreign markets?
What are the major reasons for standardizing an international advertising program?
What will be the impact of satellite TV on international advertising?
What mechanisms should MNCs contemplate to coordinate their advertising efforts across different countries?
Poland recently imposed a ban on alcoholic drinks advertising. How do you think brewers like United Distillers and Seagram should adjust their marketing mix strategy to cope with this ban?
One of the hottest topics in advertising is whether it is ethical to advertise to children. On side of the debate are the moralists who claim that children up to the age of ten cannot distinguish advertising from programming. By this logic, the state should intervene and protect children from
The allocation of promotional dollars between ''pull'' (consumer promotions + media advertising) and ''push'' varies drastically for many advertisers across countries. What are the factors behind these variations?
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