THINK Marketing 3rd Edition Keith Tuckwell, Marina Jaffey - Solutions

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‘lead country’ in
What is the idea behind appointing
Is the establishment of wholly-owned subsidiaries abroad an appropriate international market development for SMEs?
foreign country?
firm’s major motives in deciding to establish manufacturing facilities in
What are
particular foreign direct investment activity to have succeeded or failed?
By what criteria would you judge
firm derive from entering into management contracts overseas?
Apart from the management fees involved, what benefits might
firm consider forming partnerships with competitors?
Why would
company? Discuss in relation to in-house product development.
feasible long-term product development strategy for
Do you believe that licensing in represents
market, you’re only as good as your intermediary there.’Discuss.
‘When exporting to
piggyback arrangement?
How can the carrier and the rider both benefit from
relationship with overseas intermediaries? What should be done to prevent or minimize such difficulties?
Why is it difficult – financially and legally – to terminate
distributor?
firm follow in selecting
What procedures should
Why is exporting frequently considered the simplest way of entering foreign markets and is thus favoured by SMEs?
Use Figure 8.1 to identify the most important factors affecting the choice of foreign entry mode. Prioritize the factors.
more pragmatic/opportunistic approach?
‘rational analytic’ approach (‘strategy rule’) to the entry mode decision, while SMEs use
Do you agree with the view that LSEs use
foreign subsidiary to develop and implement marketing programmes.
local marketing manager of
Discuss the possible implications that the firm’s choice of geographic expansion strategy may have on the ability of
worldwide basis?
firm serving segments on
national market segment? What are the marketing implications of these differences for
global market segment and
What are the differences between
traditional Muslim society. Use some of the examples in the chapter.
Identify some constraints in marketing to
foreign language?
Because English is the world language of business, is it necessary for UK managers to learn
country’s balance of trade may be of interest to an international marketer.
Explain why
country have an impact on the potential for success of an international marketer?
How can the change of major political goals in
market?
Why is the international marketer interested in the age distribution of the population in
comparative analysis of world markets?What other approaches would you recommend?
How useful is GNP when undertaking
common European currency to firms selling goods to the European market.
Explain the importance of
major competitor such as Pepsi?
As the global marketing manager for Coca-Cola, how would you monitor reactions around the world to
country with high labour costs improve its national competitiveness?
How can
competitor’s strengths and weaknesses profile. Do local, regional and global competitors need to be analysed separately?
Identify the major dimensions used to analyse
Do you think that Venice’s tourist officials should use marketing communications to provide information that would direct visitors to areas of the city that are “less touristy”?
In June 2011, city officials in Venice approved a tax on tourists staying in the city. Do you think this is a fair and effective way to generate revenue and limit the number of tourists?
Should companies that contribute to historic renovation projects be allowed to place advertising on the buildings?
The case presents various points of view on the issue of tourism in Venice. Whose perspective(s), if any, do you agree with?
Which critical-thinking issues are raised in the case?
If you are a coffee drinker, are you participating in coffee’s“third wave”? Why or why not?
What accounts for the popularity of coffee pods and capsules marketed by Nestlé, Keurig, and other companies?
Why do entrepreneurs in many parts of the world open coffee shops?
Do you think Starbucks will succeed in Italy?
Based on the reporting in the case and your own experience, how does “coffee culture” vary around the world?
3. If you were marketing a soft drink such as Pepsi-Cola or 7Up in Latin America, what factors would you consider when developing a marketing strategy?
2. Are Canadian corporations a likely target for takeover by foreignbased companies? Conduct some secondary research about acquisition strategies by foreign companies prior to reaching any conclusions. Present your views on this statement.
1. “Because of the cultural differences that exist from nation to nation, marketing communications strategies must be tailored to each country.” Discuss the validity of this statement.
9. What is the difference between a global marketing strategy, a country-centred marketing strategy, and a hybrid marketing strategy? (LO4)
8. Distinguish between licensing and contract manufacturing as strategies for pursuing global market opportunities. (LO3)
7. What is a joint venture, and what benefits does it provide participants? (LO3)
6. What are the differences among the following trade barriers? (LO2)a. Tariffb. Quotac. Local content lawd. Embargo
5. Why do countries impose trade barriers? (LO2)
4. When an economy is described as a “mixed economy,” what does that mean? Briefly explain. (LO2)
3. What is the difference between a government-controlled economy and a market-controlled economy? Briefly explain. (LO2)
2. What are the key external environments a company analyzes when considering entry to a foreign market? (LO2)
1. How important is international trade to Canada, and who are our largest trading partners? (LO1)
LO1 Describe the nature of marketing strategies used by firms when seeking global market opportunities. (pp. 382–388)
LO2 Outline the various business strategies commonly used when entering foreign markets. (pp. 379–382)
LO1 Describe the factors an organization considers when pursuing global markets. (pp. 372–379)
LO1 Outline the importance of international trade for Canada and Canadian corporations. (pp. 370–371)
3. Will experiential marketing play a more significant role in future marketing strategies? Conduct some research on the effectiveness of experiential marketing prior to formulating a position on the matter.
2. Conduct some online research on a company or brand that has recently encountered a crisis situation. From a public relations perspective, how did the company handle the situation? Were the communications effective or should more have been done?Explain.
1. “Social media will change the nature of public relations forever.”Is this statement true or false? Evaluate this statement and present an opinion on it.
12. What are the seven steps in the personal selling process? Briefly describe each step. (LO7)
11. What are the primary roles of a salesperson? (LO6)
10. Briefly explain the key criteria for participating in an event marketing program. (LO5)
9. What is the difference between event marketing and event sponsorship? (LO5)
8. What is experiential marketing? Briefly explain and provide a new example of it. (LO5)
7. What are the purposes of a press release and a press conference?Briefly explain. (LO4)
6. What is product seeding and what role does it play in public relations strategy? (LO4)
5. What are three primary roles public relations can perform in a communications strategy? Briefly explain each role. (LO3)
4. What is the difference between a trade allowance and a performance allowance? Briefly explain. (LO2)
3. What are the primary objectives of trade promotions? Briefly explain. (LO2)
2. What consumer promotions are best suited for the following objectives? Briefly explain. (LO2)a. Trial purchaseb. Repeat purchase
1. What are the objectives of consumer promotions? Briefly explain.(LO1)
LO6 Describe the basic steps in the selling process. (pp. 364–366)
LO5 Describe the role of personal selling in the marketing communications mix. (pp. 363–364)

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THINK Marketing 3rd Edition Keith Tuckwell, Marina Jaffey - Solutions

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