Essentials of Marketing Research 2nd edition Joseph Hair, Mary Wolfinbarger, Robert Bush, David Ortinau - Solutions

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Although licensing and contracting may appear to be desirable, they have drawbacks. What are the drawbacks?
Explain the major product policy questions facing the exporting company. In what ways, if any, does the size of company affect the relative importance of the question?
Find a company exporting its products under the same brand name in all (or most) markets and a company that uses a variety of brands. How do these companies differ and are these the reasons for different branding policies? Explain.
Is there really such a thing as a global brand? If so, describe it and give examples. If not, explain why this is so.
Is global branding limited to certain products, product classes, and/or companies, or can any company selling any product pursue global branding? Explain.
Discuss the relationship between brand equity, brand value and share of heart. How can a company use these concepts in practice?
1. What were the advantages and disadvantages of Daewoo’s original strategy of manufacturing goods for marketing by other companies under the brand names of those companies? 2. Was Daewoo’s original model out-of-date for a company in a rapidly industrializing country? 3. What were the
1. Does the purchase of Daewoo Commercial Vehicles seem to have been a wise decision for Tata Motors? 2. Do the initial sales of the Prima line in India seem to justify the decision to market it there? Why?
1. Should GM Daewoo go ahead with their plans to introduce three new models when sales have already fallen? Why? 2. Should GM Daewoo change the brand name used on their cars sold in Korea from GM Daewoo to Chevrolet? Why? 3. Should GM Daewoo examine other factors such as comparative prices,
Evaluate Pampered Chef’s approach to new product development for the global market.
1. Evaluate the process followed by Chinese Companies to gain brand recognition internationally. 2. Is the experience of Japanese companies in the 1950s and later really applicable to Chinese companies today? Explain. 3. Can Chinese SMEs internationalize their brands or is this only possible for
1. Evaluate the use of the Simplicity Advisory Board by Philips. Is this really a good idea for such a company? Explain. 2. Could other types of companies find value in creating similar boards? If so, what types of companies? 3. Is the use of advisory boards limited to the desire for simplicity
Is there a best way for a company to acquire new products for its export product line?
1. Evaluate Boeing’s strategy for ‘Becoming One.’ 2. Is the approach used by Boeing suitable for other companies, including B-to-C companies? Discuss. 3. What did Boeing’s team on brand identity come up with as the three elements they thought should be considered as making up ‘the
What is the relationship between a company’s product development policies and its implementing a product positioning strategy?
Can an exporter realistically follow the strategy of product phasing when replacing a product in the product line being exported to a foreign market? Explain.
Evaluate an exporter’s use of the product portfolio approach to decisions about its product line.
Is standardization or adaptation of individual products the most desirable policy for an exporter? Why or why not?
For export packaging and branding considerations discuss how language may be significant, particularly to the multi-market exporter.
Discuss the importance of using ‘ecologically correct’ packaging materials and the major impact of packaging policy. Is eco-labeling necessary? Why?
What can an individual exporter do about counterfeit products being sold as its own? Will this really be effective over time?
What is the meaning of the ‘anatomy of a price’ as it refers to an export price?
From the perspective of the ‘parent’ company is it better to use a low export transfer price or a high transfer price? What effect does extent of ownership of the importing unit have on your answer? Explain fully.
How does the nature of the product involved affect what might be a desirable transfer price?
Explain when the export firm should no longer be concerned with the pricing of its products.
1. Calculate the C&F Lisbon price per machine and the CIF Lisbon price per machine. 2. At what point in time, or place, will RAP's responsibilities for arrangements of the shipment end? When does RAP's legal liability end and when does it acquire the right to payment? 3. How would your answer to
1. What should be Capitool's general policy on the formulation of international transfer prices? 2. What methods should be used to set Capitool's transfer prices and who should be involved in the process? 3. Should Capitool have a system of multiple transfer prices: (a) for different products,
1. Are the Japanese customers of Strato Designs likely to be willing to accept price quotations in dollars? Discuss. 2. What should be the company’s objective in managing the exchange rate situation? 3. What model or system would you recommend that Strato Designs use? Defend your choice. 4. Is
Explain why export prices should or should not be established using the same methods and according to the same criteria as prices set in the domestic market.
Discuss the relationship between objective and strategy in export pricing.
What alternative pricing strategies are available to the exporter and what objective(s) does each seek to achieve? Is anyone more desirable than the others? Explain.
Can a small exporter use experience-curve pricing? If so, how? If not, why not?
Under what conditions might an exporter establish a policy of differential pricing for foreign markets?
Since all trade terms are basically the same there is no need for using them in export sales contracts.’ Discuss.
Under what conditions might an exporter prefer to use INCOTERMS for a price quotation and under what conditions might this exporter prefer to use Revised American Foreign Trade Definitions – 1941? Does an exporter always have the choice of what trade schema to use?
What factors must the exporter consider when making a decision on price quotation?
Compare and contrast the seven methods of financing exports that are presented in this chapter.
1. Why did the Nigerian company arrange for payment from a Hong Kong bank rather than a Nigerian bank? 2. In what ways may the Nigerian company have obtained hard currency?
1. What other financial and payment methods might Arion use in exporting to the Canadian market? 2. Which one of these would you suggest be used by Arion? Explain 3. Should Mr. Lee necessarily drop using the letter of credit procedure? Why or why not?
Explain how factoring can enable an exporter to use open account when making payment arrangements with buyers. How does this differ from forfaiting?
What are the major differences between using letters of credit and bills of exchange (drafts) as procedure for financing exports and receiving payment?
An exporter gets the same protection from using a bill of exchange as from using a letter of credit. Discuss.
Is there one best type of letter of credit? Explain.
When draft or bill-of-exchange methods are used is it better to have the terms ‘documents against acceptance’ or ‘documents against payment’? Defend your position.
‘With export credit insurance the exporter can eliminate all risks of nonpayment by foreign buyers’. Discuss.
Compare and contrast the alternative techniques for counter trade. Is there one best form for a seller and one best form for a buyer? Explain.
To what extent are the objectives of sellers and buyers in counter trade transactions in conflict with each other and to what extent are they in harmony with each other?
What is your interpretation of the term ‘climate for advertising’? What factors cause the climate for advertising to differ among countries? Select one foreign country and explain how the climate for advertising in that country is important to an exporter.
What do you see as the ‘future’ for the Internet as a basic advertising medium and/or as a means for implementing sales promotion in foreign markets?
1. Should Christa Clothing International enter Asian markets? If so, in which countries, and in what order? If not, why not? 2. Assuming Christa decided to enter one or more of the Asian markets, what should be the company’s advertising objectives, message strategies, media strategy, and budget?
1. Explain why Nove Ltd. can or cannot standardize its advertising in countries A, B, and C? 2. If advertising can be standardized, what would the advertising programme be? 3. If advertising cannot be standardized, what advertising programmes should be developed in each country?
1. What factors/actions/characteristics of Eli’s have made its web initiative so effective? 2. Evaluate the company’s use of promotion versus traditional advertising in light of the type of business it is in. Would another mix of promotion and advertising more efficiently or effectively meet
1. Evaluate Kraft’s strategy of targeting so-called ‘power brands’ for overseas markets. Is this something that is unique to Kraft’s situation or can other consumer goods companies be as successful? Discuss. 2. Is the success of following a strategy of targeting brands limited to
From an exporter’s standpoint, what kinds of objectives should promotional ‘messages’ be designed to accomplish?
It can be argued that sometimes export marketing promotion activities appropriate for one foreign market are also appropriate in other foreign markets. Do you agree or disagree? Explain.
Explain how culture can influence the effectiveness of comparative advertising. Is there a stronger influence on ‘attack ads’? Discuss. Choose a country representing a western culture and one representing an eastern culture. Would the same type of comparative advertising work in each? Why or
Which type of media can be most effective – international or foreign? Explain.
Explain why individual sales promotion activities might be more effective in some markets than in others.
In what ways does culture affect export marketing promotion and communications?
As an export marketer becomes more or less ‘permanent’ in doing business in multi-foreign markets, it almost inevitably faces the issue of standardization vs. adaptation of its advertising programme. Discuss what you consider to be the best approach for an exporter to use.
Discuss the main issues involved in deciding whether to centralize or decentralize the planning, developing, implementing, and controlling of export promotion strategy and tactics.
What are the main issues that are of concern to the exporter regarding inquiries and orders?
How have security concerns affected physical distribution?
How did NUMMI give workers some control over the production line?
1. Is Jaguar Electronics likely to be able to compete overseas with a new product that it feels will not be competitive in its home market? Why or why not? 2. Should Winklepleck bring up the questions that are bothering him. If so, when? 3. What do you recommend?
1. Do the methods used to locate, contact and work with prospective customers appear to be appropriate? What other actions might be undertaken? 2. What are the advantages and disadvantages in Primex’s requirement for having payment in advance, and for having a bank handle incoming payments? 3.
1. Do EFI’s marketing strategies appear to be appropriate? 2. Do the organization’s structure and stated objectives appear to be appropriate given the existing and potential customer base? 3. What would be the advantages and disadvantages of attempting to expand into other geographical areas
Why might the cheapest form of transportation not be the most economical?
Discuss the various ways a company might minimize its export marketing costs by paying proper attention to physical distribution matters.
Explain the meaning of the ‘total cost concept,’ and illustrate how break-even analysis might be used to solve an export physical distribution analysis problem.
Why does an exporter often need the services of a foreign freight forwarder?
A typical export shipment requires many documents. Identify those that are generally required for all shipments and those that may be required only for specific shipments.
Why is the bill of lading an important document in an export transaction?
Distinguish between the alternative types of free areas that are potentially available for use by an exporter and/or importer. Is any one type better than the others? Explain.
How has the rapidly changing technology of the late 1990s and the early 2000s affected the physical distribution of products from one country to another?
What kinds of variables influence how line operations should be subdivided into organizational units?
1. Evaluate the organization structure used by Unilever in Asia. 2. How should Unilever organize for optimum results? 3. Explain why a matrix organization approach either would work or would not work for Unilever in Asia. 4. Should Unilever have restructured its organization as Procter & Gamble
1. What factors might account for the differences in turnover and profits for the three regions from 2008 to 2009? 2. Would you expect the ACC region to continue to grow at a more rapid rate than the other two regions? 3. Does the present organization structure seem appropriate for meeting
Define the concept of centralization and discuss the conditions favouring the centralization of a company's international operations.
1. Was HP wise in attempting to make many major changes simultaneously? 2. What problems does it appear developed under the year 2000 reorganization? 3. What is your evaluation of Mr. Hurd’s approach to reorganization in first speaking to both customers and salespeople? 4. Does its new
Explain why a company in the early stage of internationalization often uses a functional export department.
Why do companies choose an international organization structure based on product lines? Explain.
The matrix structure is the best way to organize an international company operating in turbulent and diverse environments. Discuss.
Give examples of product types or lines where a company must expect to choose a geographical area division of international structure.
Is there a ‘best way’ for a company to bring together its international operations to structure an integrated global enterprise? Explain.
Is it wise for a company to drastically change its international organization at a time when the world economy is in a downturn? Explain.
Go online to one of your favorite search engines (Yahoo!, Google, etc.), and enter the following search term: marketing research. From the results, access a directory of marketing research firms. Select a particular firm and comment on the types of marketing research studies it performs.
Using the Yahoo! search engine, specifically the Get Local section, select the closest major city in your area and search for the number of marketing research firms there. Select a research firm, e-mail that company, and ask to have any job descriptions for positions in that company emailed back to
You have been hired by McDonald’s to lead a mystery shopper team. The goal of your research is to improve the service quality at the McDonald’s restaurant in your area. What attributes of service quality will you attempt to measure? What customer or employee behaviors will you closely monitor?
Contact a local business and interview the owner/ manager about the types of marketing research performed for that business. Determine whether the business has its own marketing research department, or if it hires an outside agency. Also, determine whether the company takes a one-shot approach to
As the Internet continues to grow as a medium for conducting various types of marketing research studies, there is growing concern about ethical issues. Identify and discuss three ethical issues pertinent to research conducted using the Internet. Now go to the Internet and validate your ethical
Based on your understanding of Chapter 1, and specifically using Exhibit 1.1, what type(s) of research program(s) should the owners of the Santa Fe Grill consider?
Is a research project actually needed? If yes, what kind of project? What areas should the research focus on? Is the best approach a survey of customers?
Provide three examples of how marketing research helps marketing personnel make sound managerial decisions.
What improvements in market planning can be attributed to the results obtained from customer satisfaction studies?
Discuss the importance of target market analysis. How does it affect the development of market planning for a particular company?
What are the advantages and disadvantages for companies maintaining an internal marketing research department? What advantages and disadvantages can be attributed to the hiring of an external marketing research supplier?
As the marketing research industry expands, what skills will future executives need to possess? How do these skills differ from those currently needed to function successfully in the marketing research field?
Identify the three major groups of people involved in the marketing research process, and then give an example of an unethical behavior sometimes practiced by each group.
For each of the four phases of the information research process, identify the corresponding steps to develop a set of questions that a researcher should attempt to answer.

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Essentials of Marketing Research 2nd edition Joseph Hair, Mary Wolfinbarger, Robert Bush, David Ortinau - Solutions

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