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global marketing
Global Marketing 9th Edition Mark C. Green , Warren J. Keegan - Solutions
Discuss and explain how the different alliances can increase the international competitiveness of ManUtd.
How do you evaluate the international competitiveness of ManUtd after the takeover by Malcolm Glazer?
What are the advantages and disadvantages of going into a joint venture with Tata in India?
How successful do you think Zara has been by meeting the ‘risk of cannibalization’ as a consequence of the multi-brand strategy?
What are the advantages and disadvantages of Zara’s (Inditex’s) multi-brand store strategy?
Please evaluate the competitive strategy of the three world market leaders. Which of the three will be the future winner of global retailing in the fashion world?
Which theory is the best representative of Zara’s(Inditex’s) internationalization?
What are the key driving forces behind Nike’s international competitiveness?
How did Nike penetrate the European soccer footwear market?
Discuss how Nike’s growth can be attributed to its targeting of diverse market global segments.
Which new markets are relevant for Senseo to enter?
Which threats is Senseo facing in the future sales of its product concept?
Explain how the competences represented in the Senseo concept can create international competitiveness.
What are the key success factors in this industry?
What do you think are Nintendo’s chances of creating a long-term blue ocean with Wii?
What are the competitive advantages in the business model of Wii?
What are the competitive advantages of Microsoft Xbox and Sony Playstation 3?
What were Microsoft’s motives in entering the games console market with Xbox?
Which factors should be created that the industry has never offered?
Which factors should be raised well above the industry standard?
Which of the factors that the industry takes for granted should be eliminated?
Which factors should be reduced well below the industry standard?
Explain how a company can create customer value by the use of Blue Ocean Strategy.
Explain the steps in competitive benchmarking.
Analyse the basic sources of competitive advantage.
Explore the idea behind the competitive triangle.
Explain how Porter’s traditional competitive-based five forces model can be extended to a collaborative (five sources) model.
Discuss the factors influencing the firm’s international competitiveness.
Define the concept of international competitiveness in a broader perspective from a macro to a micro level.
Is Reebok able to copy its US marketing approach (connecting to the youth segment through famous rappers, like 50 Cent) in other international markets?
Which of the three internationalization theories is best for explaining whether Reebok follows the establishment of its retailers, for example Foot Locker, in international markets?
What could be the motives behind Adidas’ acquisition of Reebok?
Which of the internationalization theories is best for explaining the Adidas acquisition of Reebok?
What values/benefits can CM transfer to the license partners for consumer products apart from using the Postman Pat characters?
If you were to advise CM would you recommend them to use the ‘organic’ or ‘born global’ pathway for the internationalization of Postman Pat?
List the criteria that you should use for choosing new international markets.
What ethical and moral issues are involved for Cryos in selling sperm worldwide?
What do you think about Ole Schou’s ideas of a‘global franchising system’?
Would you characterize Cryos as a ‘born global’?Why/why not?
Explain the term ‘born global’ and its connection to Internet marketing.
Explain and discuss the relevance of the network model for an SME serving as a subcontractor.
Discuss the different factors which influence internationalization of services.
Explain the most important determinants for the internationalization process of SMEs.
Analyse and compare the three theories explaining a firm’s internationalization process:(i) the Uppsala internationalization model,(ii) the transaction cost theory, and(iii) the network model.
What were the most important export motives in Japanese firms (Exhibit 2.1)?
What were the most important change agents in the internationalization of Haier(Exhibit 2.2)?
What have been the driving forces (motives) for the early internationalization of TOMS Shoes?
What would be the key barriers in the early days of internationalization if TOMS Shoes decided to expand to Europe?
What are the most obvious assets for further internationalization of EPE?
What can EPE do to maintain a steady income stream from abroad?
What are the main motives for the internationalization of EPE?
Which factors are most critical in the further internationalization process of Vestergaard Frandsen?
In McNeil (2009) Kevin Starace states:‘Vestergaard is just different from other companies we work with. They think of end users as a consumer rather as a patient or a victim.’ What can be the meaning behind this statement?
Discuss the critical barriers in the process of exporting.
Describe different factors hindering export initiation.
Explain the difference between internal and external triggers of export initiation.
Analyse the triggers of export initiation.
Explain the difference between proactive and reactive motives.
Discuss the reason (motives) why firms go international.
Describe and understand the concept of the value chain.
How would you characterize the current global BBW strategy?
Is the headquarters of BBW in the USA following the right mixture of own stores and franchised stores?
What would you consider as the main reasons for the BBW failure in Germany?
How should BBW manage the global comeback?
Compare and contrast the standardized, concentrated, and differentiated global marketing strategies. Illustrate each strategy with an example from a global company. LO.1
Do you think L’Oréal will succeed in changing the buying habits of Brazilian women? LO.1
What is the best positioning strategy for Shiseido as the company expands in Asia? High touch? High tech? Both? LO.1
Assess Estée Lauder’s strategy for China. Does it make sense to focus on premium brands, or should the company launch a mass-market brand? LO.1
How do women’s preferences for cosmetics and beauty care vary from country to country? LO.1
Assess the prospects for success for the Lincoln Motor Company’s entry in the China market. LO.1
Why do so many Chinese parents want their children to study at foreign universities? LO.1
How have luxury goods brands responded to President Xi Jinping’s crackdown on corruption? LO.1
Compare and contrast the various segments of Chinese luxury consumers and customers profiled in the case. LO.1
What is global consumer culture positioning (GCCP)? What other strategic positioning choices do global marketers have? LO.1
What is positioning? Identify the different positioning strategies presented in the chapter and give examples of companies or products that illustrate each. LO.1
Explain the marketing basis of psychographic segmentation. LO.1
Describe the various forms of behavioral segmentation, and describe the emergence of the global teens and global elites segments. LO.1
Where is our product purchased? LO.1
When is our product purchased? LO.1
What price are they paying for the product they are currently buying? LO.1
What are customers currently buying to satisfy the need, or solve the problem, that our product targets? LO.1
What problem does our product solve? LO.1
s there a market need that is not being met by current product or brand offerings? LO.1
What need or function does our product serve? Does our product or brand address that need? LO.1
Who does not buy our product or brand? LO.1
Describe the various positioning options available to global marketers.7-5Who buys our product or brand? LO.1
Compare and contrast the three main target market strategy options. LO.1
Understand how global marketers use a product-market grid to make targeting decisions. LO.1
Explain the criteria that global marketers use to choose specific markets to target. LO.1
Identify the variables that global marketers can use to segment global markets and give an example of each. LO.1
What changes, if any, should Daniel Ek make at Spotify to compete with Apple Music? LO.1
Discuss how existing, latent, and incipient demand differ. How might these differences affect the design of a marketing research project? LO.1
What are the key lessons to be learned from Whirlpool’s experience in emerging markets? LO.1
What is the primary reason people buy and own major appliances such as a washing machine? Is there a secondary reason as well? LO.1
Describe Whirlpool’s global marketing strategy. Does Whirlpool use an extension product strategy or an adaptation product strategy? LO.1
Explain the different ways in which market research can be applied to satisfy consumers. LO.1
Discuss the importance of investment in research with regard to the Nestlé case. LO.1
Critically examine Nestlé’s positioning model. LO.1
that contains eight sports sedan nameplates. You can perform a rudimentary analysis along the lines of multidimensional scaling by ranking them by similarity. Do some research on the different models and see which pair you find to be the most similar. Which pair is the most different? Using these
Below is a table similar to Table LO.1
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