Questions and Answers of Global Marketing

Run a frequency count on variable X3–Competent Employees. Do the customers perceive employees to be competent?
Conduct three or four in-depth interviews with college students who are not business majors. You will be conducting an investigation of the associations that college students make with the word
Assume you are conducting a study to determine the importance of brand names and features of mobile phone handsets. What types of questions would you use—open-ended, closed-ended, scaled?—and
Go to www.surveysampling.com and select from the menu “the frame.” Once there, select “archive” and go to a particular year (e.g., 2012) and review the articles available on the topic of
Go to the Gallup Poll site (www.gallup.com) and locate information about the Gallup World Poll. After reviewing the material, make a list of the challenges in conducting polls that represent 6
Think of one or two cultures or subcultures with which you are at least somewhat familiar. Would qualitative research be especially useful for these cultures? Why or why not?
Apple hires you to study Apple’s brand image with college students on your campus. Draft a list of 10 questions you would ask in a focus group. Make sure you think of alternative ways to ask
You are thinking about opening a new quick service restaurant on your campus after you graduate. What information about your potential consumers would you try to find from secondary research to help
Go online and find the home page for your particular state. For example, www.mississippi.com would get you to the home page for the State of Mississippi. Once there, seek out the category that gives
Go to the Charles Schwab or E-Trade Web sites and determine what type of free research you can do on new products. If this proves to be too difficult, go to Yahoo (http://www.yahoo.com) or
Team assignment. Step 1. Pick a particular brand and search for 4/5 (one per team member) TV commercials for that brand from around the world. Step 2. Assess the ads: How do they differ?
Go to the Web sites of the United States-Mexico Chamber of Commerce (http://www.usmcoc.org/) or the Institute of Latin American Studies, the University of Texas at Austin
Visit the Coca-Cola website (http://www.coca-cola.com/index.jsp) and look at their 2008 annual review. Compare the volumes of soda sold in the emerging markets there and prepare a short report
Web-based wireless phones are one of the fastest growing areas in Japan, Europe and North America. Go to the Web sites of NTT DoCoMo-Japan (http://www.nttdocomo.com), Vodafone-U.K.
Go to the following Internet research companies’ Web sites Forrester Research, Inc. (http://www.forrester.com/rb/research), and Gartner Group (http://www.gartner.com/technology/home.jsp), and
One of the biggest developments spurred by smartphone technology is the rise of the selfie generation. Especially for millennial consumers, self-taken photos have become a language of
Go to Economist Intelligence Unit’s 2009 e-Readiness Ranking Survey (http://www.eiu.com/site_info.asp?info_name=ereadiness&page=noads) and investigate the changing profile of Internet-related
Using five click-and-mortar stores from the U.S and other countries, investigate their operations and Internet-related strategies in North America.
Select a global brand (e.g., Ray-Ban, SK-II, Lenovo). Visit the brand’s international portal and then visit 4 to 5 country sites, preferably from distinct continents. If necessary, you can
Investigate and compare the following Internet/Net companies and their strategies in the global marketplace.a. Amazon.com (http://www.amazon.com)b. Google
While numerous brands have created pages on existing social networking sites such as Facebook and MySpace, a handful of brands (e.g., BMW, Mercedes-Benz, MTV) have taken the idea a step further and
Go to the library and research the subject of Internet and its e-commerce-related areas. Find five current articles on this topic from any of the following periodicals/newspapers: Business Week,
India is often celebrated for its mass market potential. Many multinationals competing in India pursue a mass market strategy by targeting the 300 million middle class consumers. Other firms aim
Compare the economies of the BRIC nations with those of the N-11. How diversified are the former compared to the latter? Which of the N-11 do you predict will be most likely to succeed first and why?
In February 2013, Viacom’s music channel MTV partnered with mobile handset maker Swipe Telecom to launch a range of tablets and smartphones. The first device in the range was the MTV Volt.
When emerging market firms globalize, they will typically start expanding into other emerging markets. A few firms are more audacious though and are trying to crack more developed countries. One
Trace the development of the Asian Tigers (Hong Kong, Singapore, South Korea and Taiwan) from 1980 to 2000 compared to the other nations in the region. How have their paths differed and why?
China-based Huawei is the world’s second largest maker of telecommunications equipment. In recent years, the company started branching out into consumer products such as smartphones. The firm has
Identify emerging market MNCs and compare/contrast them with their developed nation competitors on such factors as sales volume, number of countries entered and brand rank.
Take any four of the following organizations, go to their Web sites, and make a determination about their organizational format and design. You may use the classification in the chapter or use
Go to the Web sites of Procter & Gamble (http://www.pg.com/en_US/index.shtml), Unilever (http://www.unilever.com), Coca-Cola (http://www.coca-cola.com/index.jsp), and Pepsi (http://www.pepsi.com)
Go to the library and use current periodicals or literature to examine matrix organizations. Relate this information to the following three companies: Asea Brown Boveri (http://www.abb.com/), Royal
Go to the World’s 2000 Largest Public Companies (Forbes 2006 list) (http://www.forbes.com/2006/03/29/06f2k_worlds-largest-public-companies_land.html) or Financial Times 500 (2009 list)
Go to the Web site of the World Trade Centers’ Association (http://world.wtca.org/portal/site/wtcaonline) and find five world trade centers from the members’ list. The five centers selected
Segmented pricing scheme is often accused of providing opportunities for gray marketers to buy cheap from a particular geographic market and sell for a profit in another market. Aside from its
Go to the Export-Import Bank of the United States’ Web site (http://www.exim.gov) and do a short report on the bank’s activities in international trade. Present your findings to the class.
Go to the U.S. Imports/Exports History site (http://www.virtualref.com/abs/276.htm). Pick any three industries/commodities and investigate importing/exporting patterns since 1994. Also go to the
In mid-2012, Germany's largest solar-panel maker, Solar world AG, requested the European Commission to investigate whether its Chinese competitors had committed dumping practices by selling
Find a local company that exports products. Interview an officer with the company and investigate the process. Be sure to research how the export process began and the advantages or disadvantages
You are the manager for international operations of a manufacturer of steel in the United States. You have received an offer to purchase at a very attractive price 5,000 metric tons of wire rods
Review the advertisements in your local newspaper. Identify products that you perceive to be deals that “are too good to be true.” These deals are probably examples of potential gray markets
A friend of yours who owns a small firm manufacturing and selling DVD–based computer games would like to market the company’s products abroad. Your friend seeks information from you on the
As described in Global Perspective 15-4, despite its attractiveness to the global companies, offshoring service jobs present challenges, especially to the domestic workforce. What is your standing
Reduced trade barriers and saturation of domestic markets are two market forces that are encouraging large retail chains to move overseas. Large retail chains in the United States, Japan, and Europe
Go to the Web site entitled “Shipping Ports of the World” (http://www.interships.co.uk/ports.html) and “Port Rankings” (http://www.aapa-ports.org/Industry/content.cfm?ItemNumber=900). Examine
The world is moving closer to an era of free trade and global economic interdependence. The worldwide reduction in tariff and non-tariff barriers and the increasing levels of world trade are
Go to the library and research the Maquiladora Operation in Mexico. Find an article that describes the Maquiladora Operation and report on your findings by abstracting the article and presenting the
Pretend that you are the U.S. manufacturer of: a) an automobile, b) a computer, c) a pair of jeans, and d) cut flowers. Select the best way to transport your merchandise to: a) Europe, b) Canada, and
Some economists have brought attention to the importance of the role of geography in international trade. One example of this is the dramatic rise in trade between the United States and Mexico. This
From the following Web sites, take any four firms and identify what you perceive to be their corporate culture. Once you have identified their culture, be sure to designate why you think your
Multinational corporations have some of the largest operations in the world. Go to Business Week’s 2005 Global 1200 Web site at (http://www.businessweek.com/pdfs/2005/0552_global.pdf) and
One of the more interesting magazines to review about current trends in American culture is American Demographics magazine. Go to the Web site of this magazine at
Pick two countries of your choice and do research on their markets so you can develop a cultural “must know” list for your companies. Your list will be used to acquaint your company’s managers
Domino’s Pizza International, the pizza chain based in Ann Arbor, Michigan, is known worldwide for its delivery service. Its policy of giving away its pizza free if not delivered within half an
You have been offered a job in a foreign market environment (you may choose any market in the foreign arena). As a future expatriate, what would you like to know about the country, its culture, your
Pretend that you are a company wishing to market products in the United States for the first time. You may choose any product group that you wish for your example. Write a short report to the
In January 2010, PepsiCo had signed a three-year sponsorship deal with Pakistan’s cricket team. Cricket in Pakistan is almost like a religion; nobody watches anything else when cricket is on. A few
Go to AdAge.com at (http://www.adage.com). Find the last report available about award winning international commercials (these may be from any of the media forms--note that these awards occur at
Go to AdAge.com’s Web site at (http://adage.com/) or Advertising World at (http://advertising.utexas.edu/world). Find a recent article about international advertising. Download its contents. Write
Watch ten television ads for products that you believe either are or could be considered international products. Take four countries of your choice. Comment on how these ads might have to be adapted
One recent development mentioned in this chapter is the rise of so-called advergames – small mobile games with the backing of a brand. What is the appeal of such form of advertising compared to
Go to any of the following sites and review procedures, policies, or ideas on international pricing. Report your findings.DHL
Go to one of the standard search engines such as Yahoo (http://www.yahoo.com) or WTO’s anti-dumping site (http://www.wto.org/english/tratop_e/adp_e/adp_e.htm) and research the subject of dumping.
Go to the Web site of the WTO (http://www.wto.org/) and examine issues that relate to international pricing. Pick one that relates to the subjects covered in this chapter and report your findings to
Since you will be entering a career in business shortly, it will be necessary for you to formulate opinions on pricing issues. Take any of the issues presented in the chapter (such as dumping or
The chapter lists six (6) drivers of foreign market pricing. Go to the library and find an example of one of the drivers in action. Explain from your research how the driver impacts foreign market
China’s economic slowdown and the government-led anti-corruption drive are putting the squeeze on Swiss luxury watch brands. Many of these brands depended on China for growth. According to a report
How can companies counter negative country-of-origin (COO) images? How can they leverage favorable ones?
Go to the following Web sites and determine how these service companies might proceed with global expansion. After reading the material in your text, what advice could you give to these entities
Chinese trust in domestic condom brands is low. Foreign brands are faked on a huge scale in China. A very popular target for counterfeiters is Okamoto, Japan’s leading brand of condoms. Okamoto
Go to the Daimler Web site (http://www.daimler.com/) and investigate the company’s branding strategy. Notice that the company has manufacturing facilities around the world and they have plants in
Among the newest global brands are the video game companies. Go to the following four Web sites and investigate the new products offered by these leading game makers. What strategies can you suggest
Collect (photocopy) advertisements from foreign periodicals/publications (Do not tear out this material from library publications). Use these advertisements to formulate an opinion on Country of
Go to the library and research the subject of product piracy. Find an article that describes the piracy issue. In your research observe the company or group that was damaged; the offending party or
Go to any of the following Web sites, pick a product and design a product strategy for the product. Be sure to detail your strategy. Once you have done this, go to the Strategic Options found at the
Go to Microsoft’s home page at (http://www.microsoft.com/en/us/default.aspx) and determine what new products the company currently has to offer in 2007. Which of these are currently or can be
Think of a domestic product that you think could be introduced internationally. Using the steps as outlined in the chapter, write a plan of how to introduce the product in a market selected by you.
In October 2010, PepsiCo launched a new flavor in Japan—Pepsi Mont Blanc. Other Pepsi flavor variations that Japanese consumers were able to sample over the years included Pepsi Iced Cucumber;
Go to the library and research the product strategy of an international company. You might get your ideas from current periodicals or newspapers. You many use any of the examples cited in the chapter
Do you agree/disagree with the following statement made by the former head of a major global advertising agency: “The old global view was that a centrally developed brand idea could be made
Using the following Internet addresses, determine which of the following organizations have recently engaged in franchising, joint ventures, mergers, or acquisitions at the international
Wal-Mart, the U.S.-based mass-retailer, uses different ownership structures for its global expansion. For instance, it set up a 50-50 joint venture with Bharti Enterprises to enter India’s
Using any of the recognized search engines (such as Yahoo at http://www.yahoo.com or Google at http://www.google.com/), find information about the Japanese keiretsu or the Korean chaebols as forms of
Helmut Maucher, former chairman of Nestlé was quoted AS saying: “I don’t share the euphoria for alliances and joint ventures. First, very often they’re an excuse, and an easy way out when
Using any of the recognized search engines (such as Yahoo at http://www.yahoo.com or Google at http://www.google.com/), find information on international franchising opportunities. Once you have
Go to the library and find any data that you can of The Art of War by Sun Tzu (many other authors have interpreted this work so look for other authors of this same title). Relate the concept of
April 15, 1983, marked the opening of Tokyo Disneyland, the first Disney theme park outside the United States. The theme park is operated under a licensing agreement with Disney by the Oriental Land
Go to the library and research the subject of joint ventures and strategic alliances. Find three recent articles that relate a story about a joint venture. Abstract the articles and record the
Since 2005, McKinsey has conducted annual consumer surveys in China, interviewing a total of more than 60,000 people in upward of 60 cities. Those surveys provide insights to help focus on the
One of the best sources for new information about competition among global firms is Business Week magazine. Go to the Business Week home page at (http://www.businessweek.com) and identify three
As described in Global Perspective 8-1, multinational companies wishing to tap the emerging markets are suggested to adopt a more detailed approach—a "city-cluster" approach. Basically, this
Take an international company of your choice and prepare a strategic business plan for the company. Be sure to include a SWOTs analysis. The length and detail depends on the preference of your
One of the many advantages of globalization that have been suggested is economies of scale and scope. There is, however, a counterargument to this advantage. Mass customization production techniques
In the summer of 1995, Procter & Gamble, the U.S. multinational giant, modified its global operational structure. Its new structure would include a top-tier management team consisting of four
Go to the library and research the impact of information technology on global competition. What factors (beyond those presented in the text) are having the greatest impact? Try to focus on the role
Food habits have been known to vary considerably across countries and regions. Would you describe the food industry as primarily multi domestic or global in nature? Use the fast-food chain
Browse through a recent issue of The Economist. As you may know, The Economist has regional editions. Most of the ads target an international audience (regional or global). Pick four ads and
Assignment (advanced). Select a particular consumption product (e.g., ice-cream). Try to come up with at least two variables that you believe might be related to the per-capita demand for the chosen
Go to the Web site of Bandai, a toy maker at (http://www.bandai.com) and learn about the company and its products. Your assignment is to devise a product introduction strategy for this company into
Go to the Brand Channel’s Brand Papers Web site (http://www.brandchannel.com/papers.asp) and investigate 2-3 products of your choice. Cite the products you studied, indicate what type of

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