Essentials Of Global Marketing 1st Edition Svend Hollensen - Solutions

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8. What impact should Campbell's Soup's global market strategy have on its marketing mix? Analyze each element of the market mix and explain what this new strategy will mean to that area. Draw up a list of task-oriented action plans that might be needed to implement this corporate strategy.
7. Explain the difference between push and pull strategies. Analyze how these two strategies should work for Millennium.
6. Which should come first in marketing strat- egy: identification of target market, develop- ment of the product, or establishment of ob- jectives? Why?
5. Develop a SWOT analysis for the smart card.
4. Which aspect of the SWOT analysis do you think is the hardest to complete? Why? Is there any section of the Millennium Marketing Plan that you think requires more informa- tion? Why?
3. What are the two aspects of integrated market- ing and why are they important? If you were marketing manager for Millennium, what would you add to the marketing plan in order to strengthen the company's integrated mar- keting program?
2. Find four products that fit into the four posi- tions on the BCG matrix. Have any of these products moved from one position to another within the matrix in recent years?
1. Why do you think Gates sold the Millennium product line to Eveready and why do you think Eveready bought it? What corporate strategies are represented by this deal? What do you think will be the impact of the new ownership on Millennium? If you were the marketing manager for Millennium, what im-
4. Why do you think the Bell Atlantic-TCI merger fell apart? What are the advantages and disadvantages of mergers such as this one?
3. If you were advising the President of the United States on communications policy, what position would you adopt regarding the fiber optic issue?
2. Do the consumerists have a legitimate concern about who pays for the services provided through fiber optic systems? Are they correct that many consumers will not want these services?
1. Which elements of the marketing environment are relevant to the fiber optics issue?
3. How could P&G change its management system to focus on improving brand eq- uity?
2. What are some of the possible drawbacks to the organizational changes that P&G has made?
1. At P&G brands in the same product category were treated like separate "compa- nies" that should compete with one another. What sort of corporate culture does this create?
4. What is your reaction to private schooling such as the Edison Project and other ef- forts outside the traditional public-school system? Would support of these schools violate the societal and ethical principles marketers should adopt? Explain your an- swer.
3. What's the price of Channel One and Medical News Network? Is the price greater than, equal to, or less than the value added?
2. Determine the value added by Channel One and Medical News Network. How are these services alike and how are they different?
1. Does advertising belong in the schools? Why or why not?
Understand the steps in developing the global marketing plan.
global marketing budget is established.
Explain how
List the most important measures for marketing performance.
Describe the key elements of the marketing control system.
Explain pitfalls and opportunities with ‘global account management’.
Describe and evaluate functional, geographic, product and matrix organizations as the key international structural alternatives.
Identify the variables that affect the reorganization design.
Examine how firms build their organizational structure internationally and what roles headquarters can play.
Explain the complexity and dangers of transnational bribery.
Discuss opportunities and pitfalls with global multicultural project groups.
Explain some important aspects of intercultural preparation.
Discuss the implications of Hofstede’s research for the firm’s crosscultural negotiation.
Discuss how learning and knowledge transfer across borders can increase international competitiveness.
cross-cultural negotiation process.
Explain the major phases in
Discuss why intercultural selling through negotiation is one of the greatest challenges in global marketing.
Discuss how standardized international advertising has both benefits and drawbacks.
Define and explain the concept of ‘viral marketing’.
Explain how important personal selling and sales force management are in the international marketplace.
Discuss the possibilities of marketing via the Internet.
Describe the techniques available and appropriate for setting the advertising budget in foreign markets.
Describe and explain the major steps in advertising decisions.
Define and classify the different types of communication tool.
Explain what is meant by integration of the marketing channel.
Discuss the factors influencing channel width (intensive, selective or exclusive coverage).
Discuss the key points in putting together and managing global marketing channels.
Explore the determinants of channel decisions.
Discuss how varying currency conditions challenge the international marketer.
Explore the special roles and problems of transfer pricing in global marketing.
Explain what is meant by experience curve pricing.
price decrease.
consequence of
Explain the necessary sales volume increase as
new product.
Discuss the strategic options in determining the price level for
Explain why and how prices escalate in export selling.
Explain how internal and external variables influence international pricing decisions.
Discuss alternative environmental management strategies.
‘green’ product.
Explain what is meant by
Define and explain the different branding alternatives.
Explain and illustrate the alternatives in the product communication mix.
Discuss the challenge of developing new products for foreign markets.
Explore how international service strategies are developed.
firm to standardize or adapt its products.
Discuss the influences that lead
Explain how turnkey contracts differ from conventional subcontracting.
Discuss alternative routes of subcontractor internationalization.
buyer–seller relationship.
Explain the development of
Explore the reasons for international outsourcing.
Describe the role of subcontractors in the vertical chain.
market entry strategy.
Identify the factors to consider when choosing
Explain how opportunistic behaviour affects the manufacturer/intermediary relationship.
Explore different approaches to the choice of entry mode.
Identify and classify different market entry modes.
Distinguish between concentration and diversification in market expansion.
Choose among alternative market expansion strategies.
Realize the importance of segmentation in the formulation of the global marketing strategy.
Distinguish between preliminary and ‘fine-grained’ screening.
Explore how international marketers screen potential markets/countries using secondary and primary data (criteria).
Define international market selection and identify the problems in achieving it.
Discuss whether the world’s cultures are converging or diverging.
Discuss the strengths and weaknesses of Hofstede’s model.
Explain the ‘4 + 1’ dimensions in Hofstede’s model.
Define culture and name some of its elements.
potential market.
Discuss how the sociocultural environment will affect the attractiveness of
Evaluate consequences of the EMU and the euro on European business.
Discuss the benefits and drawbacks associated with regional economic integration.
Define regional economic integration and identify different levels of integration.
Explain how managers can influence local politics.
Explore why the structure of consumption is different from country to country.
Describe the major trading blocs.
Distinguish between tariff barriers and non-tariff barriers.
political risk analysis procedure.
Explain the steps in
Distinguish between political factors in the home country environment and the host country environment.
potential foreign market.

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