Marketing Mistakes And Successes 11th Edition James F. Dartley - Solutions

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Differentiate between a customs union and a political union.
Why have African nations had such difficulty in forming effective economic unions?
Discuss the implications of the European Union’s decision to admit eastern European nations to the group.
Explain why China’s economy languished for the last 500 years but has now burgeoned in the last 20.
Why has Japan’s economy faltered?
What explains the fast growth of the four “Asian Tigers?”
Compare the growth success and potentials of India and China. List the advantages and disadvantages of each.
Discuss the problems a marketer might encounter when considering the Marxist–socialist countries as markets.
What are the market opportunities and challenges in Greater China?
What are the political issues swirling around the strong trade relationship between the U.S. and the PRC?
Briefly describe three examples of strategies of MNC in China and in India.
Should the United States fear China’s emergence? Why or why not?
Do you expect that China, then India, will follow the growth paths of Japan and South Korea? What factors are similar cross the countries, and what is unique about each of these four?
Describe the opportunities and threats of entering the market in Bangladesh.
Describe the economic interaction of China and its northern neighbors.
How are China’s marketing strategies abroad similar to and different from those of American firms?
What can the United States, Europe, and China learn from the experiences of Japan during the last 20 years?
Define strategic planning. How does strategic planning for international marketing differ from that for domestic marketing?
Discuss the benefits to an MNC of accepting the global market concept. Explain the three points that define a global approach to international marketing.
Discuss the effect of shorter product life cycles on a company’s planning process.
What is the importance of collaborative relationships to competition?
In Phases 1 and 2 of the international planning process, countries may be dropped from further consideration as potential markets. Discuss some of the conditions that may exist in a country that would lead a marketer to exclude a country in each phase.
Assume that you are the director of international marketing for a company producing refrigerators. Select one country in Latin America and one in Europe and develop screening criteria to use in evaluating the two countries. Make any additional assumptions that are necessary about your company.
“The dichotomy typically drawn between export marketing and overseas marketing is partly fictional; from a marketing standpoint, they are but alternative methods of capitalizing on foreign market opportunities.” Discuss.
How will entry into a developed foreign market differ from entry into a relatively untapped market?
Why do companies change their organizations when they go from being an international to a global company?
Formulate a general rule for deciding where international business decisions should be made.
Explain the popularity of joint ventures.
Compare the organizational implications of joint ventures versus licensing.
Visit the Nestle Corporation Web site (www.nestle.com/) and the Unilever Web site (www.unilever.com/). Compare their strategies toward international markets. In what ways (other than product categories) do they differ in their international marketing?
Debate the issue of global versus adapted products for the international marketer.
Define the country-of-origin effect and give examples.
The text discusses stereotypes, ethnocentrism, degree of economic development, and fads as the basis for generalizations about country-of-origin effect on product perception. Explain each and give an example.
Discuss product alternatives and the three marketing strategies: domestic market extension, multi domestic markets, and global market strategies.
Discuss the different promotional/product strategies available to an international marketer.
Products can be adapted physically and culturally for foreign markets. Discuss.
What are the three major components of a product? Discuss their importance to product adaptation.
How can knowledge of the diffusion of innovations help a product manager plan international investments?
Old products (that is, old in the U.S. market) may be innovations in a foreign market. Discuss fully.
“If the product sells in Dallas, it will sell in Tokyo or Berlin.” Comment.
How can a country with a per capita GNP of $100 be a potential market for consumer goods? What kinds of goods would probably be in demand? Discuss.
Discuss the characteristics of an innovation that can account for differential diffusion rates.
Give an example of how a foreign marketer can use knowledge of the characteristics of innovations in product adaptation decisions.
Discuss “environmentally friendly” products and product development.
What are the differences between consumer and industrial goods, and what are the implications for international marketing?
Discuss how the various stages of economic development affect the demand for industrial goods.
“Industrialization is typically a national issue, and industrial goods are the fodder for industrial growth.” Comment.
“The adequacy of a product must be considered in relation to the general environment within which it will be operated rather than solely on the basis of technical efficiency.” Discuss the implications of this statement.
Why hasn’t the United States been more helpful in setting universal standards for industrial equipment? Do you feel that the argument is economically sound? Discuss.
What roles do service, replacement parts, and standards play in competition in foreign marketing? Illustrate.
Discuss the role industrial trade fairs play in international marketing of industrial goods.
Describe the reasons an MNC might seek an ISO 9000 certification.
What ISO 9000 legal requirements are imposed on products sold in the European Union? Discuss.
Discuss the competitive consequences of being ISO 9000 certified.
Discuss how the characteristics that define the uniqueness of industrial products lead naturally to relationship marketing. Give some examples.
Discuss some of the more pertinent problems in pricing industrial goods.
What is the price–quality relationship? How does this relationship affect a U.S. firm’s comparative position in world markets?
England has almost completed the process of shifting from the inch–pound system to the metric system. What effect do you think this will have on the traditional U.S. reluctance to make such a change? Discuss the economic implications of such a move.
Discuss the importance of international business services to total U.S. export trade. How do most U.S. service companies become international?
Discuss the international market environment for business services.
Assume that you are Robert Goizueta and that you are facing increased pressure in early July 1985 to abandon the new Coke and bring back the old formula. However, your latest marketing research suggests that only a small group of agitators are making all the fuss. Evaluate your options and support
You are a staff assistant to Ivester. It is 1998, and he has just assumed the top executive job with Coca-Cola. One of his first major decisions concerns raising soft-drink prices over 7 percent to improve operating margins and make up for diminished revenues in a depressed European market. He
Can a business succeed without advertising? Why or why not?A firm can spend millions of dollars for advertising, and it is only natural to want some feedback on the results of such an expenditure: To what extent did the advertising really pay of f? Yet many problems confront the firm trying to
Can you think of any situations where the dyadic theory may not work?Sellers are now recognizing the importance of the buyer-seller interaction, a dyadic relationship. A transaction, negotiation, or relationship can often be helped by certain characteristics of the buyer and seller in the
Looking at Table, which shows Pepsi winning the war with Coca-Cola, at least in market dominance, what would you do to get the company in the growth mode, with the goal of eventually surpassing Pepsi in both revenue and net income?Table Comparison of Coke and Pepsi Revenue and Net Income,
In the new Coke fiasco, how could Coca-Cola’s marketing research have been improved? Be specific.
When a firm faces a negative press—as Coca-Cola did with the new Coke, and almost 15 years later in Europe—what recourse does a firm have? Support your conclusions.
“If it’s not broken, don’t fix it.” Evaluate this statement.
Do you think Coca-Cola engineered the whole scenario with the new Coke, including fanning initial protests, in order to get a bonanza of free publicity? Defend your position.
Critique Pepsi’s handling of Baesa. Could it have prevented the South American disaster? If so, how?
With hindsight, how might Enrico, CEO of PepsiCo, have kept Cisneros, his principal bottler in Venezuela, in the fold instead of defecting to Coke?
How could Coca-Cola have lessened the chances of antitrust and regulatory scrutiny in Europe?
Do you think Pepsi can ever make big inroads in Coke’s market share in Europe? Why or why not?
A big stockholder complains, “All this fuss over a few kids getting sick to their stomach. The media have blown this all out of proportion.” Discuss.
Debate the issue of whether Coke is in a mature stage of the life cycle or whether it is still in a growth stage. In the course of the debate, each side should consider how best to maximize its performance.
Debate Ivester’s plan to distribute millions of free bottles of Coke products to people in Belgium and Poland. In particular, debate the costs versus benefits of this recovery strategy. Are the benefits likely to be worth the substantial cost?
Debate the issue of Coca-Cola diversifying into non-drink products, such as PepsiCo had done quite successfully.
You have been asked by Carly Fiorina to draw up a rationale for eliminating 17,000 jobs. She wants this to be as tactful and persuasive (to the organization) as possible.
Mark Hurd has just assumed the top job at H-P. He has asked you as a staff VP to draw up a course of action to get the ailing PC division up to competitive parity with Dell. If you need to make some assumptions, keep than reasonable.
Michael Dell, founder and CEO of Dell Computer, had his sights set on invading H-P’s lucrative printer and ink refill business. As an advisor to Carly Fiorina, what action, if any, would you recommend taking to try to thwart Dell’s incursion. Be prepared to support your recommendations.
Place yourself in the position of Carly Fiorina at the beginning of 2005 facing a critical board, skeptical stockholders, and a negative press. Lay out your strategy to protect your position. Do you think this would have saved her job? Why or why not?
If Fiorina were a man, do you think he would have been fired as she was?For most leaders, their ability and emphasis would favor one or the other. In Fiorina’s case, her strengths were being a charismatic leader, one who could communicate sweeping strategies, and bring a sense of urgency and
Do you think Dell will be successful in its “invasion” of the printer and ink refill market? What circumstances might affect its successful entry?A cash cow is a product or division that is well entrenched with good profits in a low-growth market. Potential competitors seldom are attracted to
Is Dell’s experience with outsourcing customer service the tip of the iceberg? Today, even medical diagnoses are being outsourced despite patient discomfiture. Might we be seeing a reversal of nonmanufacturing outsourcing?To save money, Dell had moved toll-free customer service and tech support
What could Carly have done to save her position at H-P?
How do you judge the quality of a product, whether a computer or something else? Is it mostly by price? Discuss your perception of price and quality, as well as any ramifications.
“Tradition has no place in corporate thinking today.” Discuss this statement.
Giant organizations are often plagued with cumbersome bureaucracies. Discuss how this tendency could be prevented as an organization grows to large size over many years.
Playing a devil’s advocate (one who takes an opposing position for the sake of examining all aspects of a decision), present the case against the Compaq merger. (You may want to research the arguments raised by Walter Hewett in his aggressive campaign against the merger.)
“H-P is gouging the consumer in charging such high prices for its ink refill cartridges. Sure, it’s a high profit item, but such profits cross the line and are obscene.” Discuss.
Do you think the 17,000 jobs lost in the merger was laudatory, or should it be condemned? What would swing your opinion?
Why do you think Hurd’s efforts were so successful and so quickly accomplished? Support your conclusions as persuasively as you can.
Why do you think Dell lagged so far behind H-P in tapping into retail markets?
The search committee for a new CEO is seriously considering Carly Fiorina. Based on the information in the case, debate the controversy: should we hire this woman who is an outsider, or look for someone else among our 300 candidates?
Michael Dell is seriously considering a change in the PC distribution strategy. Instead of sticking with his founding strategy of going directly to consumers by Internet and telephone, he is thinking of distributing more through retail stores. Debate the pros and cons of such a decision.
You are a management consultant advising top management at Boeing. It is 1993 and the airline industry is in a slump, but early indications are that things will improve greatly in a few years. What would you advise that might have prevented the problems Boeing faced a few years later? Be as
It is late 1998, and Boeing has had to announce drastic cutbacks, with little improvement likely before five years, and Boeing’s stock has collapsed and Airbus is charging ahead. What do you recommend now? (You may need to make some assumptions; if so, state them clearly and keep them reasonable.)
It is 2005, and you have been brought in as vice president of sales. What do you propose to counter the aggressive and successful efforts of Airbus to win customers?
Be a Devil’s Advocate. You are a union leader, and the 32,000 layoffs after 9/11 appall you. Array all the arguments you can muster for Boeing to reconsider such massive layoffs. Be as persuasive as you can.
How would you respond to the objection that market share data is not all that useful, since “it doesn’t tell us what the problem really is”?Can emphasizing market share be counterproductive? If so, why?The desire to surpass a competitor is a common human tendency, whether in sports or

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