Basic Marketing Research 8th edition Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill - Solutions

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In emerging markets such as India, consumers shop far more frequently than in most Western countries-often on a daily basis. As a result, consumers there have many more chances to switch brands. What does this buying behavior imply in terms of communication approaches in case a foreign firm such as
Discuss why mode of entry and sales management are closely related.
For what type of business does a company employ a traveling global sales-force?
How might a foreign government affect a company's sales-force management?
Why is it generally considered difficult to adopt a U.S.-style commission based sales force management in such countries as Japan and Mexico?
Discuss why expatriate managers are important to a parent company, despite the enormous cost of sending them overseas.
Suppose you are developing a cultural training program for employees to be sent to overseas posts. What courses would you include in your two-week program? And why?
One feature in international selling that is becoming more common is the idea of piggybacking; i.e., tying up with existing sales channels to distribute and sell your products. Examples include Dunkin' Donuts (as the name suggests, the confectionery chain) combining with Baskin-Robbins (the
Many U.S. companies such as Home Depot, Intel, Kodak, Nike, and Whirlpool have set up sales offices in China. One thing sales managers must be aware of is that the differences in sales styles between the United States and China are vast. For example, relationship building is very important in sales
Many firms in the past have followed an incremental approach to the sales channels used in international markets. Typically, these companies started by selling in foreign markets through sales agents or distributors. Following this, they opened liaison offices to assist and monitor the activities
Today many companies talk about localization, but find it difficult to do. Sometimes expatriate managers are unable or unwilling to train their successors. This can be a particular problem for Japanese companies. The standard practice in Japanese multinationals has been to rely on people sent from
Define the term global logistics. Enumerate and describe the various operations encompassed by it.
What factors contribute to the increased complexity and cost of global logistics as compared to domestic logistics?
What role do third-party logistics companies play in international trade? What are the advantages of using these companies over internalizing the logistics activities?
Describe the role of free trade zones (FTZs) in global logistics.
What are the reasons for the dramatic increase in cross-border trade between the United States and Mexico?
How is information technology affecting global retailing?
The United States and Japan have similar income and purchasing power levels. Yet, there are significant differences in the retail structures between the two countries. Describe some of the reasons for these differences.
Beginning in 2000 with the announcement by the Big Three automakers of plans for a single online supplier exchange Newco, major manufacturers in at least a half-dozen industries have followed suit. In the wake of the Big Three's announcement, other corporations have come together-on customer facing
We learned from the text that with the expansion of the European Union in May 2004, traditional distribution hubs in western and central Europe faced tougher competition. For instance, despite integration of all the candidate countries into the systems and practices of the EU, it would take two to
The concept of ''one-stop-shopping'' for global logistics is fast catching on. There are now more than thirty large logistic companies, called ''mega-carriers,'' who can provide truly global and integrated logistic services. What are the opportunities and threats that these trends offer to small
As presented in Global Perspective 15-4, in order to avoid supply chain disruptions, some people suggest that supply chains should be regulated, a bit like public utilities, because countries have become so highly dependent on private-sector production infrastructure. Do you agree with it? Why or
How does a prospective exporter choose an export market?
What actors influence the exporter's decision to use a standardized product strategy across countries and regions?
What are the direct and indirect channels of distribution available to exporters? Under what conditions would the use of each be the most appropriate?
Terms of payment are an extremely important facet of export transactions. Describe the various terms of payments in increasing order of risk.
What is the role of government (home country) in export activities? Explain in the context of U.S. exporters.
Managing imports in the U.S. is by and large more easy and less risky than managing exports. Give reasons why this is true.
What are gray markets? What are the factors that led to the development of gray markets?
The internet has become a powerful place for products, information, and everything you can think of today, and internet retailing has become increasingly accepted by most consumers. While consumers are surfing for the best prices, it is difficult for them to tell a legitimate, authorized dealer
As presented in Global Perspective 16-3, the rampant gray market of iPhone largely resulted from Apple's international strategy. In order to reduce and control gray market, what strategies should Apple use?
How does a global networked organization differ from the matrix structure?
Describe how external environmental drivers influence the organizational design decision.
What are the pros and cons of a regional organization structure?
What mechanisms can companies use to foster a global corporate culture?
What does it take for a MNC to be a multi-local multinational?
In his book, The End of the Nation State (New York: The Free Press, 1995), Kenichi Ohmae makes the following observations about country-based organization structures: One of the prime difficulties of organizing a company for global operations is the psychology of managers who are used to thinking
What are the characteristics of emerging markets? What is the meaning of BRIC and N-11? What is so special about the groups of countries falling under these two rubrics? How do the BRIC countries differ from the N-11 ones?
Explain what is meant by backward innovation. What are its pluses and minuses?
How do you explain the rise of the new champions? How can MNCs compete against them?
Explain the bottom-of-the-pyramid paradigm. From the multinational's perspective, is the BOP a golden opportunity or is it simply a mirage?
What are the challenges posed by EMs in the area of distribution and communications? What are some of the solutions?
What do you think will be the impact of the global economic downturn on the developing world's emerging champions? Will it strengthen or weaken them? Explain.
The chapter discussed the rise of the so-called emerging giants. Several Chinese companies are trying to expand overseas by acquiring foreign brands. The most visible example of this phenomenon was Lenovo's purchase of IBM's PC division. Geely, a leading Chinese carmaker, is reportedly interested
Tata recently launched the Nano in India, the company's home market. The Nano is the world's cheapest cars. Tata has ambitious plans, including introducing the car in Europe and the United States. Is Tata daydreaming or do you feel there is a viable market opportunity for the Nano in Western
Many companies assume that emerging markets are technology backwaters. Do you agree or this just a myth? Explain.
What structural barriers affect the use of the Internet as an international marketing medium?
What advantages do click-and-mortar retailers have over pure Web retailers? What are the disadvantages?
Explain the notion of cost transparency in the context of the Internet. What possible solutions can help marketers cope with the problem?
In many countries, the Internet infrastructure is far less sophisticated than in the United States. Phone lines are of poor quality. Transmission rates are slow. What does poor infrastructure imply for "internationalizing" e-commerce?
For international Web marketers, one major dilemma is to what degree they should localize their Web sites. What forces favor centralization? Which factors might tilt the balance toward localization?
Some observers claim that the internet revolutionizes the way small and medium-sized companies (SMEs) can compete in the global market place. In essence, the internet has created a level playing field for SMEs. Where before SMEs had a hard time to internationalize, now any mom-and-pop outfit can
Dozens of internet research firms such as Forrester Research and International Data Corp. issue projections and studies about the future of e-commerce and the internet market in general. The figures usually vary wildly. For instance, when forecasts were made for the number of internet users
Web companies that rely on advertising are booming in developing countries. YouTube's audience nearly doubled in India and Brazil. This sounds like good news. Unfortunately, many of these big web players with huge global audiences and renowned brands are struggling to make even tiny profits in that
Carrefour Contemplating an Entry into India (Case #1, Notes) Overview This case introduces Carrefour's performance in the Asian market, specifically its success in China, its failure in Japan, and hence, the CEO's contemplation of future expansion into the Indian market. What lessons should
PS3: Sony on the Run (Case #10, Notes) Overview Sony, one of the most recognizable global brands, has long been the world's most valuable electronics firm, by stock market value. Currently its market value is less than half of Samsung's, a direct competitor. Sony, never a typical Japanese firm, has
Nintendo: Expanding the Gaming Population through Innovation (Case #11, Notes) Overview Nintendo has had a great history of business success. From their beginnings in the video game industry in the 1970s through to the present, Nintendo has released a string of products in both the home console
SUBWAY Expansion in Japan (Case #12, Notes) Overview Subway has struggled to be successful in Japan, despite their world-wide success and generally strong "healthy eating" image. We want to try to explore some of the reasons why they have struggled. We believe it is clear that Subway has not
Virgin America Lands in the United States (Case #13, Notes) Overview/Objectives 1. Analyze the U.S. airline industry economic stage, its forecast, market segments, favorable conditions and challenges that new entrants, such as Virgin America Airlines, could face. 2. Describe competition that Virgin
Kirin Brewery Co.: In Search of a Growth Strategy (Case #14, Notes) Overview Mr. Kato, the president and CEO of Kirin Brewery Company, one of Japan's largest producers of alcoholic beverages, must determine a strategic direction for the company in the face of market changes. After decades as the
Louis Vuitton in Japan: The Magic Touch (Case #15, Notes) Overview Louis Vuitton is the most prestigious and successful luxury goods company in the world. Created in 1854 in Paris, it has never ceased to innovate and perfect its business operation to become extremely efficient and a model for the
Starbucks Coffee: Expansion in Asia (Case #16, Notes) Overview Many Singaporeans view Starbucks as a young and trendy American coffee shop. Therefore, it would be to Starbucks greatest advantage to market the brand as a sophisticated and trendy coffee. Starbucks should continue to set up additional
Teaching Notes: Gap, Inc. (Case #17, Notes) Overview Since it was founded in 1969, the company has experienced a phenomenal growth and has already become the second largest selling brand in the world. Such a rapid growth usually comes with a growth pain of haying to shift management attention from
Motorola: China Experience (Case #18, Notes) Overview The case analyzes Motorola's operations in China, the overall Chinese cellular phone industry, and Motorola's current marketing strategies. An overview analysis of market structure, including the wireless service providers controlled by the
iPod in Japan: Can Apple sustain Japan's iPod craze? (Case #19, Notes) Overview What started as a high school buddy entrepreneurship company and blossomed into a globally recognized brand, Apple revolutionized home computing in the 1970s. After a decade of success with the Apple IIe, Apple saw its
Wal-Mart's Rising Sun?: A Case on Its Entry into Japan (Case #2, Notes) Overview Japan is the world's second-largest economy, with a population of 127 million and one of the highest per capita incomes in the world; making it a highly attractive market for retailers. Wal-Mart, the world's largest
NTT DoCoMo: Can i-mode go global? (Case #20, Notes) Overview What's next for i-mode? After its huge success with i-mode in Japan, DoCoMo tried to bring the i-mode model to U.S. and European markets, but could not succeed. Although it has over a quarter of the Japanese population as subscribers, it
The Future of Nokia (Case #21, Notes) Overview Nokia cannot approach the global market as they used to with mass production and minimal customization. We have seen two prevalent markets emerge and different strategies must be developed for each. Nokia has an advantage with established
Maybelline's Entry into India (Case #22, Notes) Overview The overall objective of the case was to examine the efforts of an American company (Maybelline) as it enters a foreign market. The most important aspect of this entry is the fact that there is already an entrenched industry leader, Lakme.
Yahoo! Japan: A Study in Strategic Diversification (Case #23, Notes) Overview Yahoo! Japan is the leading portal and Internet-related service provider in Japan. Managed and operated independently from Yahoo! Inc., the Company offers a variety of informational content on its web site and
AOL Goes Far East (Case #24, Notes) Discussion Questions 1. Was Mitsui the best partner for AOL to enter the Japanese market? If so, why? If not, who (or what kind of company) would make a better partner? 2. Do you think the JV structure should continue into the foreseeable future? 3. What
Danone: Marketing the Glacier in the U.S. (Case #25, Notes) Overview Although widely considered a global success, sales growth and market share have been dwindling in the U.S. for Danone's popular Evian bottled water brand. With the emergence of cola giants Coke and Pepsi's bottled water brands,
BMW Marketing Innovation (Case #26, Notes) Overview The most effective, efficient, and cost-effective way to reach the target audience is to eliminate waste coverage. (Waste coverage is members of the general population that do not fit these criteria.) The target audience is people with an average
Herman Miller, Inc. versus ASAL GmbH (Case #27, Notes) Overview Price differentials are the primary reason for the existence of gray markets. Data in the Herman Miller vs. ASAL GmbH case attest to the potential for huge price differentials within Europe and support the theory that substantial price
Ceras Desérticas and Mitsuba Trading Company (Case #29, Notes) Discussion Questions 1. What should Ceras Desérticas do? 2. Why would Mitsuba Trading Co. be interested in a joint venture with Ceras Desérticas? 3. What would be the advantages and disadvantages for Ceras
Arla Foods and the Mohammed Cartoon Controversy (Case #3, Notes)1. How do you anticipate the incident will affect Arla's brand image? Specifically, in Islamic countries versus the western world? 2. Should Arla Foods restructure the existing marketing mix globally? Only in Muslim countries?3. What
The Headaches of GlaxoWellcome, Inc. (Case #30, Notes) Overview With the introduction of its first competitor, GlaxoWellcome needed to decide how they were going to position their second-generation migraine medication in the UK, and then later in the US marketplace. Zomig, a second-generation
Benetton (Case #31, Notes) Discussion Questions 1. How has Benetton's uniform communications strategy translated into sales and profit in different parts of the world? 2. Does its pricing strategy reflect positively on Benetton's net profit? 3. Should Benetton restructure its distribution and
Two Dogs Bites into the World Market: Focus on Japan (Case #32, Notes)The Domestic MarketAdelaide is the capital city of the state of South Australia. The notion of a trendy product emerging from this small cosmopolitan but conservative city is relatively unusual. Firm internationalisation
ABC Chemical Company Goes Global (Case #33, Notes) Overview The case of ABC Chemical Company's attempt to enter the Asian powder coatings (dry paint) market via operations in China highlights some serious marketing and management issues. The managerial strategy component of the case is highlighted
DaimlerChrysler for East Asia (Case #34, Notes) Overview As observed in a short period of time DaimlerChrysler's Schrempp has enacted several strategic moves that, among other things, on paper increased the firms market share in Asia to almost 10%. Some of these moves, such as the "world car"
Shiseido: Facing Global Competition (Case #35, Notes) Discussion Questions 1. Company Analysis: What are Shiseido's strengths, weaknesses, opportunities, and threats? 2. Product Issue: Do you think there is potential in the Men's market? Considering the present infrastructures/platforms that
Communicating SMS Medical Pacs to U.S. Audiences through European Testimonies (Case #36, Notes) Discussion Questions 1. Discuss the capabilities of a PACS and the ways it can contribute to the operation of a healthcare institution. 2. Discuss SMS' organizational structure and its ability to
Daimler-Benz AG: The A-Class and the "Moose-Test" (Case #37, Notes) Discussion Questions 1. As we saw in the case analysis, Mercedes-Benz reacted defensively to the apparent failure of the A-Class in the "Moose-Test". However, the company soon realized its fault and immediately instituted a revised
Pepsi One (Case #38, Notes) Case Notes 1. Address the following issues regarding market positioning and segmentation. • What market positioning and segmentation strategy has PepsiCo chosen in this case? • How does this approach influence the marketing mix decisions for Pepsi One/Pepsi Max? •
UNISYS (Case #39, Notes) Overview Now that Unisys has attacked the problem of no market awareness with an innovative and aggressive global repositioning advertising campaign combined with other internal changes (e.g. new CEO, new culture) several issues and questions have been
Club Med: Going Upscale (Case #4, Notes) Overview Club Mediterranee, a corporation in the all-inclusive resort market, has found that customers' preferences have changed. As stated in the case, vacationers are no longer willing to spend large amounts of money for vacations which include many
Ford Motor Company and Die Development (Case #40, Notes) Overview Ever since the competitive juggernaut of Japanese companies was attributed chiefly to their famed just-in-time operations based on their keiretsu relationships, many U.S. companies have adopted this closely knit supply relationship.
Citibank N.A. in Japan (Case #41, Notes) Discussion Questions 1. One of the questions which comes to mind when talking about the rise of Citibank in Japan is whether it can maintain the same rate of growth and popularity as it has done in recent years. The Japanese banks may be down now, but it
Kao Corporation: Direction for the 21st Century (Case #42, Notes) Discussion Questions 1. With the current company's, and economic situation, what do you think Kao's focus or strategy for the 21st century should be? 2. In terms of Kao's expansion strategy, what implications do we see? Are they the
Planet Hollywood: The Plate Is Empty (Case #43, Notes) Overview The main issue facing Planet Hollywood is that of attracting customers back again and again. The following questions are aimed at encouraging a logical approach using marketing concepts to answer this problem. Discussion Questions 1.
Hoechst Marion Roussel: Rabipur Rabies Vaccine (Case #44, Notes) Overview Students must devise a strategy by which the marketing VP obtains a market strategy whereby operating profit may reach a target of 25 percent of sales and at the same time to achieve a sales percentage at par with world-wide
Honda in Europe (Case #5, Notes) Overview The Honda motor vehicle company operates in the mature automobile industry, where the number of players has become becoming increasingly less and less. European and American car manufacturers reacted to the saturation in the market place by merging or
Volkswagen AG Navigates China (Case #7, Notes) Overview The reality for Volkswagen in China is that they have prospered for quite some time but much of that initial success was due to the virtual monopoly they had in the market. Now, that competition is becoming more and more prevalent in the
The Coca-Cola Company in Japan (Case #8, Notes) History of the Coca-Cola Company Since its advent in 1886, Coca-Cola Company has arguably been a marketing genius, dominating the soft drink market across the globe. A pharmacist in Atlanta invented the Coca Cola beverage in 1886 to help people feel
Wal-Mart Operations in Brazil: An Emerging Giant (Case #9, Notes) Overview On May 9th, 1994, Wal-Mart entered the Brazilian retail market through a partnership with Lojas Americanas, Brazil's leading department store chain. Wal-Mart's initial market entry strategy was to: open 80+ stores rapidly;
Indicate whether marketing research is relevant to each of the following organizations and, if so, how each might use it. a. PepsiCo, Inc. b. Your university c. Citibank d. The American Cancer Society e. A small dry cleaner
Specify some useful sources of marketing research information for the following situation. Ethan Moore has worked for several years as the head chef in a restaurant specializing in ethnic cuisine. Dissatisfied with his income, he has decided to start his own business. Based on his experiences in
What do the following two research situations have in common? Situation I: The Bugs-Away Company marketed successful insect repellents. The products were effective and leaders in the market. They were available in blue aerosol cans with red caps. The instructions, in addition to a warning to keep
What do the following two research situations have in common? Situation I: The sales manager of Al-Can, an aluminum can manufacturing company, was delighted with the increase in sales over the past few months. He wondered whether the company's new cans, which would be on the market in two months,

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Basic Marketing Research 8th edition Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill - Solutions

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