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International Marketing & Export Management 7th edition Gerald Albaum, Edwin Duerr - Solutions
Why might some companies be willing to undertake new or additional international and export marketing even though it apparently offers only similar (or even lower) levels of profitability?
Export motives may be classified as internal or external, and reactive or proactive. What is meant by these terms with respect to export marketing? Give examples of each of the combinations of export motives.
Explain the ‘product life cycle’ concept as it relates to international trade and investment. What does the concept mean to the individual firm?
Explain the meaning of ‘cultural universals’. Do these provide universal guides to behaviour in all societies? How can the international marketer use these universals? Explain.
Do you agree that the international marketer does not need to study the culture from a narrow perspective, but rather needs only a broad perspective to learn about general patterns and themes? Explain your answer.
Explain the meaning of the following statement: ‘Managing multiculturalism within the international marketing organization and within the markets it serves is what makes international marketing exciting and frustrating’.
What is the ‘silent language’ of international marketing and how does it relate to the concept of ‘culture is communication’?
What is the self-reference criterion and how should the international marketer apply it? Explain.
Various classification schemes are sometimes used to given an indication of the potential of a foreign market/country. Explain why these schemes should or should not be used as a basis for deciding what markets to enter.
What is really meant by a company having a differential advantage over its competitors in one or more foreign markets?
1. Was the chairman of the US company wrong for not having found out in advance about Japanese business practice? Explain. 2. Were the Japanese wrong for not having found out about US business practice before they initiated contacts? Explain. 3. What should the president of the US Company do now?
1. Is Ford behaving in a socially responsible manner when it continues to make SUVs? Discuss. 2. Should the government be more aggressive in setting safety standards? Why or why not? 3. Should the governments of the world ban vehicle types that they consider unsafe or not socially responsible? Why,
Government can play many roles in international marketing. What are these roles and how does each affect individual business firms?
1. In what ways does Avon follow a global strategy? Does this experience indicate that it should pursue a different strategy? 2. What options did Avon have in responding to China’s ban on direct selling? 3. What effects will the use of traditional retailing in China have on Avon’s overall
Evaluate the nine ‘common mistakes’ in terms of their relative importance and impact on a company such as Woberg.
Why is it that some exporters would support voluntary export restraints agreed to by their government?
For a country of your choice, determine what its government does to promote exports and other international marketing activity.
What is regional economic integration, what is its objective, how is it supposed to achieve its objective, and what impact is there on individual exporters?
Should an economically integrated region be considered as one market area? Explain your answer. Would your answer vary for the European Union in contrast to, say ASEAN?
Can the European Union become too big? Is there a point of diminishing returns for a regional economic areas? Explain.
Distinguish between legal, political, and governmental influences on the international marketer.
Explain how a single government can promote, impede and compete at the same time.
What role should sub-national government bodies play in the international environment?
Strategic export planning requires the development of an effective marketing strategy, including market selection and direction (development). What major implications does this have for the company’s export manager?
Differentiate between market concentration and market spreading as expansion strategies. Is one universally better than the others for a given product?
If sales response functions are S-curves, is it more cost effective to expend a little marketing effort in each of several markets, or to concentrate efforts in fewer markets? What if the sales response functions are concave?
Using the variables shown in Table 5.5 develop operational measures of each, specify differential weights you feel are realistic, and apply these for a matrix analysis (such as shown in Figure 5.5) of the European Union and ASEAN countries, using a consumer durable product.
1. What factors accounted for Seven-Eleven’s initial success in Japan?2. What factors accounted for Seven-Eleven’s continuing success in Japan?3. Would it appear to be a good idea for Seven-Eleven in the US to offer payment services? Why or why not? 4. What might be the reason for
1. What are the major considerations in Mistine’s attempts to continue its growth and dominance in the market? 2. Evaluate the growth strategy that Better Way has been using both domestically and internationally. 3. What actions would you recommend over the next 5 years? How would you apply
Explain the difference between export market selection and export market direction.
What is market segmentation, and why is it more complex for foreign markets than it is for domestic markets?
1. Evaluate the market expansion approach taken by IKEA. 2. Is it better for IKEA to own its factories or to contract for it products?
What is the best way for segmenting export markets? Explain.
Explain the difference between a proactive market selection approach and one that is reactive. Is one approach better than the other? Why?
What are psychic, psychological and cultural distances? How useful is it to a manager to be able to measure (by index or scales) such distance between countries? Explain.
Which distance is most important to a manager who is considering foreign markets to enter?
Distinguish between expansive and contractible market selection procedures. If you were making a decision on such a procedure, which would you favor, and why?
How would you respond to a person making the following statement: 'as a general rule, the export market manager has few sources of information available for use in market selection’?
1. Explain how secondary information can be used to meet the objectives of the market study. 2. What kind(s) of data and sources of such data would be useful? 3. Should SAN A/S enter the Australian market? Defend your answer.
1. Should Aquabear AB enter southern hemisphere markets with its line of skiwear? 2. If so, which market(s) should it enter and why? 3. If not, why not?
1. Evaluate Ford’s use of different methodologies in its Global Quality Research programme prior to 2000. 2. Evaluate Ford’s decision to change to what is essentially a single global methodology for data collection, a CATI system. 3. What method should Ford and the RDA Group use in markets
1. Evaluate UPS’s use of survey research data to aid clients and potential clients. 2. Is using survey research the way UPS does – as a marketing/promotional tool – a sound use of marketing expenditures? Explain. 3. How might UPS use marketing research to aid its own operations?
For three different products that are being exported, or are exportable, list the major sources of information on competitors' activities.
What is the market research process that the international/export marketer uses and what are the major issues that can arise to provide 'complications’?
Marketing research is beyond the capabilities and needs of the small exporter. Only larger companies doing business in many countries have need for research services.' Discuss.
What is the nature of the equivalence ‘problem’ in doing research in multiple foreign markets, and how can it be resolved?
Explain how the Internet may be a valuable source for information, for even the smallest-sized exporter.
How can the international marketer overcome the incompatibility of research methods usable in different countries when doing a comparative study?
If a company cannot use the same methods of data collection for the same study in its different markets, how can a valid comparison be made? Discuss.
Explain how the flow of transactions and the flow of the physical product relate to foreign market entry mode.
How can a company possibly satisfy all five stakeholder groups so each maximizes what it is trying to maximize. Explain.
Contrast the naive, pragmatic and strategy approaches to choice of foreign market entry mode. Is anyone superior to the others? Explain.
1. What advantages and disadvantages would you see for Yang Toyland in signing the proposed contract with Gross-Versand. 2. What should be Y.C. 's objective in his discussion with Herr Clausen? 3. What topics should Y.C. discuss with Herr Clausen and in which order?
1. Does it appear that the marketing strategy that Avon used in China from 1998 to 2006 worked well? Might some other strategy have been more effective? 2. Discuss the usefulness of the ‘preferred customer’ programme in the short term and the longer term for Avon. How do you suppose the
1. Are service companies like the Klako Group most valuable in ‘unique’ situations like China or do they have a role in assisting companies wanting to enter markets elsewhere, as, for instance, the European Union or North America? Explain. 2. In what ways would you expect the Klako Group to be
1. Discuss the advantages and disadvantages to a company when it turns over its international supply chain activities to Li & Fung Ltd. 2. Is using an agent such as Li & Fung more beneficial to large companies than to small- and medium-sized companies? Discuss. 3. Many companies seem to have
Why is the decision regarding foreign market entry mode a particularly important decision for international marketing managers to make.
Discuss the nature of the 'whole channel concept'.
Evaluate the use of the Internet for export and other international marketing market entry modes.
Government regulations can affect the viability and effectiveness of a company using the Internet as a foreign market entry mode. Contrast the government regulations governing e-commerce in the United States, a European Union country (e.g. the United Kingdom or Germany), China and an Australasian
A number of alternative entry modes were identified in the chapter. Locate a company that uses indirect export and one using direct export. Describe their market entry strategies and determine why the companies differ in the entry mode being used.
Identify the major factors that have a bearing on the type of market entry mode that an international marketer might select. Is there any one or more that are more important than others? Explain fully.
Under what conditions would a strategy of multiple entry modes be most appropriate and under what conditions would it be inappropriate? Discuss.
Why should a company make a specific channel decision for each product going to each overseas market?
When exporting indirectly, is it better to use a merchant or an agent in the export marketing channel? Explain.
Why is it important that the exporter be very careful in the selection of foreign-based distributors and agents?
Is e-commerce (or Internet marketing) eventually going to replace traditional approaches to export? If so, which one(s) is/are to be replaced and why is this so? If not, why not? Discuss.
Why should an exporter worry about gray market distribution of its products in foreign markets? What can be done to protect against this practice?
Trust has been described as a key element of any relationship between exporter and importer. How does trust affect relationships, and how does an exporter adapt when cultures differ in their views of trust?
Is it not better for an exporting company to use and objective measure of performance rather than a subjective measure? Discuss.
1. What advantages are there to an exporter wanting to enter China and/or Hong Kong for using an agent like Sinova? 2. Are the benefits of using Sinova most valuable to small exporters or can the multinational larger firms also benefit? Explain. 3. If an exporter has used a company like Sinova,
1. Does the Japanese market appear to offer enough potential for Quint Winery to export there? Explain why or why not. 2. How can Quint Winery locate potential Japanese purchasers? 3. Should the winery owner visit Japan, or should he attempt to attract company representatives to come to his
1. Evaluate Urban Outfitters designed-for-Europe strategy in light of decreased profitability due in part to increased overhead. Was this a wise decision? Explain. 2. Is the company moving too fast of too slowly in expanding its export markets in Europe? Explain. 3. Should Urban Outfitters expand
1. Evaluate Nestle’s use of the Internet and Web to this point. How will its marketing operations be enhanced?2. What other uses of the Internet should Nestle explore?3. Does the signing of a contract for such major software and solutions development with SAP seem appropriate at this stage?
Under what conditions is it best that an exporter use an export management company and when is the manufacturer's export agent a better choice?
For a small manufacturer, is it better to engage in piggyback marketing or join an exporting combination? Why is this so?
Cooperative exporting organizations are most suited for small- and medium-sized enterprises.’ Discuss.
What types of channel conflict may arise in indirect exporting? Because of such conflict, is it not better for the exporter to do it directly?
What impact does the nature of the foreign market area to be served have on the exporter's choice of type of channel?
Distinguish among the built-in, separate and sales subsidiaries as forms of export departments.
'The decision facing the export marketer concerning establishing a foreign-based sales subsidiary is a difficult and complex one to make.' Discuss.
Is there one best way to export directly? Defend your answer.
What are the major non-export modes of entry into foreign markets? How does strategic focus relate to such market entry modes?
Why might an international marketer prefer a joint venture to a licensing arrangement?
Why might a company not choose outsourcing even when production costs are sufficiently lower?
‘In running a jointly-owned facility in a foreign market (including a joint venture), it is not necessary to own more than 50% to maintain operational and management control.’ Discuss.
Does cultural and/or psychic distance between countries have an effect upon the type of non-export market entry mode used by a company? Explain your answer.
Why are management styles and any cultural difference that exist in styles, important in all types of market entry modes involving partners?
Select a company that has chosen direct investment in a foreign market and a company that has established a strategic alliance abroad. Analyze why each company made the decision it did. Explain why you would or would not agree with that decision.
1. Discuss the issues that can affect Imagine Entertainment’s strict supply chain business, based on high volume sales. 2. Consider the Imagine Entertainment structure of two business units. What are the benefits and disadvantages of this structure? 3. Discuss the advantages and disadvantages of
1. Do you agree with the decision made by Marcel Ger? Explain your answer. 2. What other modes of market entry into the Australian market might GG have considered? Why are these viable alternatives?
1. Evaluate Volkswagen’s strategies with regard to marketing. 2. What choices did Volkswagen have in market entry strategy, and did it make a wise decision? 3. Should Volkswagen make a strong effort to maintain market share? 4. Could selling the super luxury Phantom in China be useful for
What are the major considerations taken into account by the international marketer in a decision to engage in some form of foreign area production?
1. Can Gloria Jean’s Coffees sustain its financial growth using largely a master franchise model? 2. Discuss internal and external issues that could affect the brand image of a franchise business. How can franchise owners minimize this risk? 3. Develop a financial model to illustrate the types
Evaluate Sonya Madden’s decision to locate her business close to where she has her products produced.
1. Is this an ‘alliance that cannot miss?’ Discuss. 2. Would the venture be better if Wah Shing had acquired Horizon Fuel Cell Technologies or vice versa? Why or why not?
If a company were contemplating establishing a manufacturing facility in a foreign market, why might it decide to wholly own the facility rather than partially own it? Similarly, why might it prefer partial ownership?
When developing manufacturing operations in foreign markets is it better for the international marketer to seek out merger/acquisition possibilities or start from scratch (a greenfield investment)? Explain.
Why might an international marketer who is involved in foreign production still have problems concerning channel control and cooperation? Would such a marketer handle channel conflict differently than the international marketer who exports?
What is a strategic alliance? Why are these alliances so popular and who benefits?
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