Questions and Answers of Foundations of Marketing

1. Jorgen Vig Knudstorp became CEO in 2004. Assess the key strategic decisions he has made, including outsourcing and divesting the theme parks.2. LEGO’s movie-themed products, keyed to popular
Briefly describe Hamel and Prahalad’s framework for competitive advantage.
1. Review the characteristics of global and transnational companies in Chapter 1. Based on your reading of the case, would IKEA be described as a global firm or a transnational firm?2. At the end of
How does the five partners (flagship) model developed by Rugman and D’Aveni differ from Porter’s five forces model?
1. CEO Winterkorn intends to make VW the world’s number 1 automaker by 2018. Do you think this is an attainable goal, or is it an “exaggerated” or “stretch” goal designed to motivate
Outline Porter’s five forces model of industry competition. How are the various barriers to entry relevant to global marketing?
Which pricing model do you think is better for music downloads, the iTunes Store’s “pay-per-track” or Rhapsody’s subscription service? Do you think cloud-based music services will be
What is the Long Tail? What implications does this have for market segmentation?
What is the innovator’s dilemma? What is the difference between a sustaining technology and a disruptive technology? Briefly review Christensen’s five principles of disruptive innovation.
What is convergence? How is convergence affecting Sony? Kodak? Nokia?
1. Further economic liberalization in Africa depends, in part, on government leaders overcoming suspicions that foreign companies want to exploit Africa. How quickly is this likely to happen?2. If
Briefly review the key innovations that culminated in the digital revolution. What is the basic technological process that made the revolution possible?
Why are infomercials, sponsorship, and product placement growing in importance for global marketers?
As mentioned earlier in this chapter, P&G has a “Golden Store” program in Mexico and other emerging markets. P&G’s representatives visit participating stores to tidy display areas and
How does management’s orientation (e.g., ethnocentric, polycentric, or regiocentric) correlate with decisions about sales force nationality? What other factors affect sales force composition?
1. What is the critical-thinking issue raised by the case?2. Summarize the different types of marketing communications that Red Bull uses. Are these €œtraditional€ or
1. Do you agree with Slow Food€™s objections about McDonald€™s sponsorship participation in Milan Expo 2015?2. Do you think Milan Expo 2015 will be a €œgame
Briefly review how the main tools of sales promotion (e.g., sampling and couponing) can be used in global markets. What issues and problems can arise in different country markets?
What are some of the ways PR practices vary in different parts of the world?
Starting with Chapter 1, review the ads that appear in this text. Can you identify ads that use emotional appeals? Rational appeals? What is the communication task of each ad? To inform? To persuade?
1. Why are Diageo, Pernod Ricard, and other marketers of global spirits brands localizing advertising campaigns in emerging markets?2. How do consumption habits for products such as Scotch whisky
1. Use information contained in the case to compare and contrast publicity, public relations, and advertising.2. In October 2010, an American, Bob Dudley, replaced Tony Hayward as chief executive of
How does the “standardized versus localized” debate apply to advertising?
1. Do you believe that soft drinks and other sugared beverages contribute to obesity, diabetes, and other health-related issues?2. Assess Coca-Cola€™s response to the obesity controversy.3.
In what ways can global brands and global advertising campaigns benefit a company?
What special distribution challenges exist in Japan? What is the best way for a non Japanese company to deal with these challenges?
Many global retailers are targeting China, India, and other emerging markets. In terms of the strategies described in Figure 12-4, what would be the most likely entry strategies for these countries?
Identify the four retail market expansion strategies discussed in the text. What factors determine the appropriate mode?
Identify the different forms of retailing, and cite an example of each. Identify retailers from as many different countries as you can.
1. What are the keys to Tesco€™s success in the competitive global retailing industry?2. Which of the market-entry strategies identified in the chapter was Tesco using in the United States?
What factors influence the channel structures and strategies available to global marketers?
In what ways can channel intermediaries create utility for buyers?
1. What are the biggest obstacles facing Walmart and other foreign retailers in India?2. Summarize some of the elements in India€™s political, economic, and cultural environments that can
Compare and contrast the different forms of countertrade.
If you were responsible for marketing computerized tomography (CT) scanners worldwide (average price, $1,200,000) and your country of manufacture was experiencing a strong and appreciating currency
What is the difference among ethnocentric, polycentric, and geocentric pricing strategies? Which would you recommend to a company that has global market aspirations?
What is a transfer price? Why is it an important issue for companies with foreign affiliates? Why did transfer pricing in Europe take on increased importance in 1999?
Why do price differences in world markets often lead to gray marketing?
1. What were the possible risks of Louis Vuitton€™s first-ever television advertising campaign?2. In fall 2011, the euro/dollar exchange rate was ‚¬1 = $1.35. By spring 2015, the
Identify some of the environmental constraints on global pricing decisions.
1. Why are companies such as Siemens, GE, NestlÃ©, and Procter & Gamble targeting the €œbottom of the pyramid€?2. Review the Chapter 4 discussion of diffusion
Define the various types of pricing strategies and objectives available to global marketers.
1. What is the key to the Logan’s low price?2. Do you think Tata will be able to save the Nano? What steps should the company take?3. Assess Carlos Ghosn’s plans to revive the Datsun nameplate.
What are the basic factors that affect price in any market? What considerations enter into the pricing decision?
Global marketers can avoid legal conflicts by understanding the reasons conflicts arise in the first place. Identify and describe several legal issues that relate to global commerce.
Explain how information technology puts powerful tools in the hands of global marketers.
1. Do you think that the technology available today reflects how people have always related to music? Or has the technology itself changed how people relate to music?2. How can big data help artists,
Assume that you have been asked by the president of your organization to devise a systematic approach to scanning. The president does not want to be surprised by major market or competitive
1. Describe Whirlpool’s global marketing strategy. Does Whirlpool use an extension product strategy or an adaptation product strategy?2. What is the primary reason people buy and own major
Outline the basic steps of the market research process.
Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?
1. Apply the new-product continuum on p. 332 to Google€™s Moonshot Factory. Which category is most evident?2. Assess the prospect for driverless cars. Once the technology is perfected, what
1. What is Smart€™s competitive advantage? Brand promise? Positioning?2. How does the Smart compare to the Honda Element, Scion iQ, Kia Soul, or Fiat 500? Are these models targeting the
What is the difference between an L/C and other forms of export–import financing? Why do sellers often require L/Cs in international transactions?
What are the advantages and disadvantages of using licensing as a market-entry tool? Give examples of companies from different countries that use licensing as a global marketing strategy.
1. In the United States, nearly two-thirds of Starbucks outlets are company owned; the remaining one-third is operated by licensees. Outside the United States, the proportions are reversed: About
The president of XYZ Manufacturing Company of Buffalo, New York, comes to you with a license offer from a company in Osaka. In return for sharing the company’s patents and know-how, the Japanese
1. Do you think JLR will prosper under the ownership of Tata Motors?2. What do you think are the biggest challenges facing the Jaguar and Land Rover brands in the next few years?3. Tata Motors
What is foreign direct investment (FDI)? What forms can FDI take?
What are keiretsu? How does this form of industrial structure affect companies that compete with Japan or that are trying to enter the Japanese market?
What is the difference between a product and a brand?
How do local, international, and global products differ? Cite examples.
What are some of the elements that make up a brand? Are these elements tangible or intangible?
What criteria should global marketers consider when making product design decisions?
How can buyer attitudes about a product’s country of origin affect marketing strategy?
Identify several global brands. What are some of the reasons for the global success of the brands you chose?
Hofstede€™s social values framework can be used to help explain the Asian version of Maslow€™s hierarchy. Which dimension from Table 4-2 is most relevant? In Chapter 4, we also
Compare and contrast the three categories of innovation discussed in the chapter. Which type of innovation do flat-panel wide-screen HDTVs represent? The iPad?
How did the recent economic crisis affect financing for global trade?
What are the various types of duties that export marketers should be aware of?
Governments often pursue policies that promote exports while limiting imports. What are some of those policies?
1. When tariffs are imposed on European imports of shoes from China and Vietnam, who stands to gain? Who stands to lose?2. European policymakers object to the fact that some Asian shoe production is
Describe the stages a company typically goes through as it learns about exporting.
1. What is a key critical-thinking issue raised in this case?2. Assess the prospects for achieving President Obama’s goal of doubling U.S. exports by 2015.3. Why have many small business owners in
What is the difference between export marketing and export selling?
What is global consumer culture positioning (GCCP)? What other strategic positioning choices do global marketers have?
What is positioning? Identify the different positioning strategies presented in the chapter and give examples of companies or products that illustrate each.
Explain the difference between segmenting and targeting.
1. How do women€™s preferences for cosmetics and beauty care vary from country to country?2. Assess EstÃ©e Lauder€™s strategy for China. Does it make sense to focus on
Identify the five basic segmentation strategies. Give an example of a company that has used each one.
1. Compare and contrast the various segments of Chinese luxury consumers and customers profiled in the case.2. How have luxury goods brands responded to President Xi Jinping’s crackdown on
In a recent interview, a brand manager at Procter & Gamble noted, “Historically, we used to be focused on discovering the common hopes and dreams within a country, but now we’re seeing that
Below is a table similar to Table 6-3 that contains eight sports sedan nameplates. You can perform a rudimentary analysis along the lines of multidimensional scaling by ranking them by similarity. Do
Coach has been described as “a textbook lesson on how to revitalize a brand.” The same could be said for Burberry, the British fashion goods company discussed in Chapter 1. Locate some articles
“See you in court” is one way to respond when legal issues arise. Why can that approach backfire when the issue concerns global marketing?
1. Do you think that the UIGEA unfairly discriminated against offshore gaming companies?2. Some in the gaming industry oppose legalizing online gambling on the grounds that allowing people to play at
You are an American traveling on business in the Middle East. As you are leaving country X, the passport control officer at the airport tells you there will be a passport “processing” delay of 12
1. What was the key issue that prompted the EU to take the Helms-Burton dispute to the WTO?2. Who benefits the most from an embargo of this type? Who suffers?3. Now that the United States and Cuba
1. Discuss why the Putin government decided to pursue legal action against the members of Pussy Riot.2. What impact will the Magnitsky law have on the political and legal environment in Russia?3. As
Describe some of the sources of political risk. Specifically, what forms can political risk take?
Briefly explain the social research of Everett Rogers on the topics of diffusion of innovations, characteristics of innovations, and adopter categories. How does the adoption process in Asia differ
How can Hofstede’s cultural typologies help Western marketers better understand Asian culture?
1. What will it take to build FIFA as a brand?2. Can soccer be transformed into a mainstream sport in the United States, on a par with baseball, football, and basketball?When John Brooks, a defender
What is the difference between a low-context culture and a high-context culture? Name a country that is an example of each type and offer evidence for your answer.
1. What critical-thinking issues are raised in the case?2. Should companies that contribute to historic renovation projects be allowed to place advertising on the buildings?3. Do you think that
What are some of the elements that make up culture? How do these find expression in your native culture?
Several key dates mentioned in the chapter are listed here. Can you identify the event associated with each?January 1, 1994January 1, 1995January 1, 1999January 1, 2002May 1, 2004January 1,
Identify a regional economic organization or agreement in each of the following areas: Latin America, Asia-Pacific, Western Europe, Central Europe, the Middle East, and Africa.
What are the criteria for joining the euro zone?
1. Why did the European Commission bail out banks in Ireland and Greece? Why not let them default?2. Investors demanded that Portugal€™s JosÃ© SÃ³crates and other

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