Global Marketing A Decision Oriented Approach 5th Edition Svend Hollensen - Solutions

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1. Do you know the difference between needs and wants? When companies that sell frozen desserts develop their marketing strategy, do they concentrate on satisfying their customers’ needs or wants? What about a utility company, such as the local power company? Or a humanitarian agency, such as
2. Henry Ford’s statement, ‘Customers can have any colour they want so long as it’s black’, typified the __________ era of marketing.a. productionb. salesc. marketingd. value-based
1. The ‘Got milk?’ advertising campaign was designed to help market a(n):a. individualb. firmc. industryd. organisation.
3. Go to www.snapchat.com/ and click on the ‘Ads’ tab. Scroll down until you see the ‘Creative Spotlight’ examples. Click on the video link for one of the highlighted campaigns. Why do you think the use of Snapchat worked for this company over and above other social media options?
2. Go to www.facebook.com/facebook/info and newsroom.fb.com. What is Facebook’s mission? How could a marketer use Facebook? What other social media tools could they use? What are the drawbacks a marketer might face when using Facebook and other social media tools?
1. Visit www.apple.com/au. What value does Apple provide for customers? What are the advantages to people of using Apple to buy music or to rent/buy videos?
4. If you were marketing a brand of skincare products for men, how might you take inspiration from Dove’s ‘Real Beauty’campaign that was aimed at women and young girls?
3. Explain how Dove adopts a social marketing perspective.
2. How would you describe Dove’s ‘product’?
1. Explain how Dove moved from a production-oriented marketing perspective to a values-based marketing one.
LO 2.6 Recognise the future directions of digital marketing.
LO 2.5 Understand the components of a digital marketing strategy.
LO 2.4 Understand the important role of mobile applications.
LO 2.3 Describe the 4E framework of social media marketing.
LO 2.2 Understand the types of digital channels.
LO 2.1 Recognise the distinct digital consumer elements.
LO 1.3 Understand why marketing is important, both within and outside the firm.
LO 1.2 Explain the concept of value in marketing.
LO 1.1 Define the role of marketing in organisations.
Should green Toys Inc. consider a higher degree of international expansion of their products?
Should Red Bull counteract the new marketing initiatives of its US competitor, Monster? If yes, what should Red Bull do in response?
What are the competitive advantages that Tata Motors would enjoy with the Nano in emerging markets?
which of the five strategic options would you recommend for Red Bull’s future strategy? present arguments in support of your suggested priority list.
was it a wise decision of Red Bull to:launch Red Bull cola and Red Bull Energy Shots?launch Red Bull cola and Red Bull Energy Shots in many markets at the same time?
what are the key success factors in the world toy industry?
what are green Toys’ key competitive advantages in the international toy market?
If yes, which countries/regions should they target and how?
Which world regions (and specific countries) would you recommend for Tata Nano’s international market expansion?
Which ‘entry mode’ would you suggest for the chosen markets (knowing that Tata Motors has taken over Land Rover and Jaguar)? (See also the Video Case Study in the Introduction to Part II.)
Should BN:(a) Internationalize its bookselling business in general? If yes, to which international markets and how should they enter these target market(s)?(b) Internationalize its sales of the e-book reader, Nook? If yes, in which markets should it start up with selling the Nook? how should it
Is the establishment of wholly owned subsidiaries abroad an appropriate international market development for SMEs?
Which brand should be the major brand for the US market: Linie Aquavit or Vikingfjord Vodka?
Do you agree or disagree with some industry analysts’ opinion that BN should form an alliance with a huge technology company in the e-book reader market?
Describe and understand the main hierarchical modes
Describe and understand the main intermediate entry modes
Describe and understand the five main entry modes of indirect and direct exporting
What are the pros and cons of Ansell acquiring a European competitor? In your opinion, is it a good idea?
Which environmental factors would mostly influence future sales of Land Rover’s four-wheel-drive models?
Argue for the most relevant segmentation (screening)criteria to be used by Red Bull in the process of international market selection (IMS).
per cent was achieved in both markets, mainly due to price increases?
per cent, but a value growth of
how would you explain the Guinness pricing strategy and the underlying assumptions about consumer behaviour when Diageo reports for 2005 that in the united Kingdom and Ireland Guinness sales volume fell by
Would it be a good idea for Jarlsberg to standardize the international advertising?
Explain the different cultural characteristics behind the different ads.
In the uS market, Dyson achieved its market share by moving into the mass retail channels, like Electric City and Best Buy. Some industry specialists are critical of this long-term strategy for Dyson’s high-priced product. Evaluate the Dyson distribution strategy in the uS market.
Do you think that James Dyson can repeat the international vacuum-cleaner success in the hand-dryer market with the Dyson Airblade? Why? Why not?
What are the differences in Royal Enfield’s brand image and marketing strategy between India and Europe?Explain why these differences occur.
Can Ahmad-haddad Moghaddam repeat the international Zam Zam Cola success with a new coffeeshop chain and a new energy drink?
how should Ahmad-haddad Moghaddam prepare his sales force culturally for selling Zam Zam Cola to European supermarket chains?
What are the main reasons for the success of Zam Zam Cola in the Middle East?
Which cross-cultural difficulties would Royal Enfield experience if it started negotiating with potential US partners with the aim of further penetration of its motorcycles into the US market?
In a US marketing campaign in the late 1990s Zippo was repositioned as an essential tool for avid outdoorsmen. Individual tin and sleeve packaging was developed that reflected the ‘tool’ position of the lighter. For continuity, similar packaging and graphics were developed for the cans of Zippo
How can the Internet help Electrolux with the global marketing and selling of its products?
Give examples from the video where cultural differences had an effect on the design and product development of adapted Electrolux products.
how will you characterize Red Bull’s overall marketing strategy (global, glocal or local)?
what future opportunities and problems do you see for the Skagen brand, under the new ownership of Fossil, Inc.?
The catalogue is the most important element in IKEA’s global marketing planning. Discuss whether there could be some cultural differences in the effectiveness of the catalogue as a marketing tool.
Which screening criteria would you recommend for Land Rover’s future market (country) selection after it was taken over by Tata Motors?
What kind of organizational structure should Royal Enfield’s mother company, Eicher Group, use for its global activities?
Why and how is Electrolux trying to establish a global brand identity?
What is the purpose of Electrolux having eight design studios around the world in Europe, North America, Latin America and Asia/Pacific?
When is it appropriate to use multiple brands in (a) a single market and (b) several markets/countries?
Describe briefly the IPLC theory and its marketing implications.
How might Swiss Army use ‘non-traditional advertising’ to promote its brands and new products?
Are there any problems for channels of distribution associated with the prospect of Swiss Army stores?
What are the main motives behind the product line extension from Swiss Army knives into other product areas?
Which factors are attributable to the strong global brand equity of Swiss Army?
What obstacles would Zippo Manufacturing Company face if it repeated the outdoor campaign in other countries?
On http://swansonrussell.com/experience/out doorrecreation/casestudy_3.php you will find a case study in which Zippo was repositioned in the late 1990s as an essential tool for avid outdoorsmen. Individual tin and sleeve packaging was developed that reflected the ‘tool’ position of the lighter.
What are the pros and cons of the product diversification strategy that Zippo has been following recently?
What do you think of the brand name Danish Klassic?
What could be the reasons for Danish Klassic not being able to meet expectations? Comment on the following:(a) the change of packaging – from glass to plastic brick carton;(b) the consumer-oriented advertisement (photo a)– is it targeted at the Saudi Arabian market?
The amount of design input the celebrity has in either the marketing or the product itself.
What the quality of the licensed product is.
What product the celebrity is promoting.
How famous the celebrity is (the Q score).
Discuss alternative environmental management strategies.
Explain what is meant by a ‘green’ product.
Discuss brand piracy and the possible anti-counterfeiting strategies.
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.
Distinguish between the product life cycle and the international product life cycle.
Explore how international service strategies are developed.
Discuss the influences that lead a firm to standardize or adapt its products.
What should IMAX do to turn around its negative financial development?
What are possibilities of growing the IMAX business with the new IMAX MPX system combined with their new IMAX DMR technology, which enables Hollywood studios to digitally remaster their films into IMAX’s 15/70?
Can IMAX’s core competences be transferred to the marketing of high-volume commercial products?Which types of product could these be?
What are the main reasons for the failure of Imax Ridefilm?
Discuss the statement back in 1997: ‘It is too expensive and risky for us to put all our eggs in one basket and hire a major movie star.’
What strategic alternative does Autoliv have to strengthen its competitive position outside Europe?
Which car manufacturer should Autoliv target to strengthen its global competitive position?
Describe Autoliv’s role as a sub-supplier for large auto manufacturers in a market that is characterized by consolidation.
In the light of the political and economic situation in South America, outline the sourcing concept that should be implemented in the South American market.
Should IKEA penetrate the South American market by establishing a shop in Brazil?
IKEA has not yet explored joint venture and strategic alliances strategies. Evaluate the pros and cons regarding these two entry strategies versus the traditional IKEA entry mode – own stores and franchising.
Until now IKEA’s international marketing strategy has been tightly and centrally controlled by corporate headquarters. However, high local pressures emerging due to demographic and cultural differences might force the local IKEA shops to take strategic initiatives to respond to local market
E-bike sales are increasing across Europe. Electric bicycles are being seen as a commuting alternative to the car, allowing customers to arrive at work on their bicycle without having to shower and change.This is an area where Raleigh already has a product.Should Raleigh sell a standardized e-bike
Please compare and evaluate Raleigh’s current entry modes (business models): franchising and licensing with other alternatives.
Does the iconic bicycle brand still have a chance on the world market?

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Global Marketing A Decision Oriented Approach 5th Edition Svend Hollensen - Solutions

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