Global Marketing 9th Edition Mark C. Green , Warren J. Keegan - Solutions

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8. When a company “assesses customer needs,” it conducts a market analysis and a consumer analysis. Briefly describe what is involved in each area. (LO4)
7. Identify the essential steps in the marketing process. (LO4)
What is content marketing? Briefly explain. (LO3)
Briefly explain the term marketing concept, and provide an illustration of how it is applied. (LO3)
4. Briefly compare the operating philosophies of companies that have the following: a production orientation, a selling orientation, a marketing orientation, a socially responsible marketing orientation, a social media marketing orientation. (LO3)
3. Identify the essential characteristics of successful marketing organizations. (LO2)
2. Briefly explain the significance of marketing in business organizations today. (LO2)
1. What is the basic premise on which contemporary marketing is built? (LO1)
LO1 Explain how ethical considerations impact marketing strategies.
LO1 Identify fundamental methods for measuring the effectiveness of marketing activities. (p. 25)
LO1 Explain how an organization maximizes the value of its customers. (pp. 23–25)
LO1 Explain the concept of the marketing mix. (pp. 17–23)
LO1 Explain the fundamental process of marketing practised by organizations today. (pp. 13–17)
Describe how marketing has evolved to become the driving force of business growth.
Describe the importance of marketing in organizations today.
What do you think are Nintendo’s chances of creating a long-term blue ocean with Wii U and new models in future?
What are the competitive advantages of the original Wii and the new Wii U?
Define the concept ‘international competitiveness’ in a broader perspective from a macro level to a micro level
What values/benefits can CM transfer to the licence partners for consumer products apart from using the Postman Pat characters?
If you were to advise CM, would you recommend that CM use the ‘organic’ or ‘born global’ pathway for the internationalization of Postman Pat?
Analyse and compare the three theories explaining a firm’s internationalization process: 1 the Uppsala internationalization model;2 the transaction cost theory; and 3 the network model
new restaurants. What should be its main criteria for selecting locations for these new restaurants?
Over the next five years, Bubba Gump plans to open
Should Bubba Gump Shrimp Co. further internationalize its concept? Why or why not?
What are Bubba Gump’s ‘ key success factors ’ when going international?
Identify and discuss different ways of internationalizing the value chain
Describe and understand the concept of the ‘traditional’ and the service value chain
Explain the role of global marketing in the firm from a holistic perspective
Identify drivers for ‘global integration’ and ‘market responsiveness’
Explain the difference between the two different concepts: ‘The world is flat’and ‘World 3.0’
Initial market research conducted by the company has shown that there could be a market opportunity for the production of a high value-added, jewelled whistle(e.g. a silent dog-whistle covered in diamonds to hang around a girl’s neck). Who might be potential customers for such a product? Where
How is the Internet (online) helping Acme Whistles to expand global sales of whistles?
Which parts of Acme Whistles’ value chain are centralized (standardized) and which are decentralized(adapted)?
Explain the self-reference criterion (SRC) and its significance to global marketers.Conduct exploratory research and find examples of product failures that might have been avoided through the application of the SRC. LO.1
Discuss the contrast between the United States and Japan in terms of traditions and organizational behavior and norms. LO.1
Who do you think will be the “next Beckham”? LO.1
Can soccer be transformed into a mainstream sport in the United States, on a par with baseball, football, and basketball? LO.1
What will it take to build FIFA as a brand? LO.1
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”? LO.1
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? LO.1
Should companies that contribute to historic renovation projects be allowed to place advertising on the buildings? LO.1
The case presents various points of view on the issue of tourism in Venice. Whose perspective(s), if any, do you agree with? LO.1
What critical-thinking issues are raised in the case? LO.1
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 from the traditional Western model? LO.1
How important is the self-reference criterion (SRC) to global marketers in analyzing culture? LO.1
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. LO.1
Compare material culture and nonmaterial culture. Why is it important for global marketers to understand the relationship between them? LO.1
Explain the marketing implications of different social and cultural environments around the globe. LO.1
Explain how the self-reference criterion can affect decision making at global companies and provide a step-by-step example of a company adapting to conditions in a global market. LO.1
Identify and briefly explain the major dimensions of Hofstede’s social values typology. LO.1
Compare and contrast the key aspects of high- and low-context cultures. LO.1
Define culture and identify the various expressions and manifestations of culture that can impact global marketing strategies. LO.1
Why are Greece, Ireland, Italy, Portugal, and Spain sometimes referred to as the euro zone’s “peripheral countries”? LO.1
The creation of the single market in Europe has led to harmonization. What does this mean? How does harmonization affect a company’s global marketing strategies? LO.1
As this edition went to press in mid-2015, concern was mounting that Greece would drop the euro. What has happened since then? Is Greek still using the euro? LO.1
Why do citizens in France, Great Britain, and elsewhere stage protests when the government imposes austerity measures? LO.1
Investors demanded that Portugal’s José Sócrates and other leaders make big spending cuts. However, Sócrates and other socialist prime ministers would prefer to generate economic growth via government spending. Which approach is likely to be most effective? LO.1
Why did the European Commission bail out banks in Ireland and Greece? Why not let them default? LO.1
Japanese rice farmers are opposed to Japan joining the TPP.Why? LO.1
Do you think Americans and Europeans can overcome deeply entrenched disagreements and reach an accord? LO.1
Are you in favor of dropping U.S. tariffs on footwear, even if it means some New Balance employees might lose their jobs? LO.1
What critical-thinking issues are raised by this case? LO.1
Several key dates mentioned in the chapter are listed here. Can you identify the event associated with each? (The answers follow.)January 1, 1994 January 1, 1995 January 1, 1999 January 1, 2002 May 1, 2004 January 1, 2007 January 1, 2009 January 1, 2011 July 1, 2013 January 1, 2014 January 1, 2015
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. LO.1
What are the criteria for joining the euro zone? LO.1
What were the issues faced by members of ASEAN in recent years? Identify the new member countries of ASEAN + 3 and ASEAN + 6. LO.1
Explain the relationship between a free trade agreement (FTA) and the rules of origin. LO.1
Identify the issues for global marketers wishing to expand in Africa. LO.1
Describe the activities of the key regional organizations in the Middle East. LO.1
Describe the various forms of economic integration in Europe. LO.1
Identify the main preferential trade agreements in the Asia-Pacific region. LO.1
Identify the four main preferential trade agreements in Latin America and the key members of each. LO.1
Explain the trade relationship dynamics among signatories of the North American Free Trade Agreement(NAFTA). LO.1
Compare and contrast the four main categories of preferential trade agreements. LO.1
Explain the role of the World Trade Organization in facilitating global trade relations among nations. LO.1
A manufacturer of satellite dishes is assessing the world market potential for his products.He asks you if he should consider developing countries as potential markets.Discuss what he should do. LO.1
Explain how market capitalism, centrally planned capitalism, centrally planned socialism, and market socialism differ. Give an example of a country that illustrates each type of system. LO.1
If you were in Gallagher’s position, what would your next career move be? LO.1
What do you think is the best part of Gallagher’s job? The most challenging part? LO.1
What knowledge and skills are required to be successful as a credit risk analyst? LO.1
Can Venezuela afford to maintain its Petrocaribe program of subsidized oil exports? LO.1
Many Venezuelans proclaim themselves to be “Chavistas,”despite the country’s problems. How do you explain this? LO.1
President Chavez held office for 14 years, despite all the shortages in Venezuela’s economy. How do you explain this? LO.1
India is not included in the Big Mac Index. Can you explain why? Using the following data, compute the price of a Big Mac in Norway, Thailand, and Mexico. What is the equivalent price in dollars? Is it higher or lower than the U.S. price? How much is the kroner (or baht or peso) over- or
Your friend owns an import-and-export company and is worried that the value of the local currency has underperformed in comparison to all regional currencies in recent months. How would you advise your friend on the use of hedging in managing exchange rate exposure? LO.1
of this chapter, $1,045 is the current“low-income” threshold. The other stages of development have been revised upward in a similar manner. How do you explain the upward trend in the definition of income categories during the past 20 years? LO.1
When the first edition of this textbook was published in 1996, the World Bank defined“low-income country” as one with per capita income of less than $501. In 2003, when the third edition of Global Marketing appeared, “low income” was defined as $785 or less in per capita income. As shown in
The Heritage Foundation’s Index of Economic Freedom is not the only ranking that assesses countries in terms of successful economic policies. For example, the World Economic Forum (WEF; www.weforum.org) publishes an annual Global Competitiveness Report; in the 2014–2015 report, the United
What are the main features of market capitalism and centrally planned socialism?What has led to the adoption of a market capitalist system among many former socialist countries? LO.1
Briefly describe the five major transformations affecting the global economic environment since the Second World War. What is the one common theme that features among the changes? LO.1
The seven criteria for describing a nation’s economy introduced at the beginning of this chapter can be combined in a number of different ways. For example, the United States can be characterized as follows:Type of economy: advanced industrial state Type of government: democracy with a multiparty
Briefly explain how exchange rates impact a company’s opportunities in different parts of the world. LO.1
Identify the countries that are the world’s leading exporters. LO.1
Discuss the significance of balance of payments statistics for the world’s major economies. LO.1
Explain the categories of economic development used by the World Bank and identify the key emerging country markets at each stage of development. LO.1
Compare and contrast the main types of economic systems that are found in different regions of the world. LO.1
Identify and briefly explain the major changes in the world economy that have occurred during the past 100 years. LO.1
Discuss the differences between the global marketing strategies of Harley-Davidson and Toyota. LO.1
Assess the prospects for the global success of Apple Pay and the Apple Watch. LO.1
How has Samsung’s global marketing strategy enabled it to compete so effectively against Apple? LO.1

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Global Marketing 9th Edition Mark C. Green , Warren J. Keegan - Solutions

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