Questions and Answers of Global Marketing

In 2010, Hershey, the U.S. chocolate maker, announced plans to boost its presence in Europe. The company’s best known brand is Hershey’s Kisses, but other brands include Hugs and Reese’s
Go to the following Web sites and describe what market segments are being pursued by the various companies. In addition, (if possible) describe what segmentation and/or positioning strategies are
Sergio Marchionne, the CEO of Fiat, describes the company as “Italian based but not an Italian company.” In the era of global business, does a company or a brand’s national identity still
Go to the library. Find examples of international magazines/newspapers (see: Business Week, Financial Times, The Economist, Latin Trade, etc.). From these magazines, photocopy (DO NOT TEAR OUT)
Peter Sampson, a managing director of Burke Marketing Research, points out that “lifestyle and value-based segmentation's are too general to be of great use in category specific studies...their
Then pick four international countries and describe the various market segments that might be present for your product. Try to be specific in your analysis of the segments. In addition to
The Image Power® Green Brands Survey is an annual global study that assesses consumer perceptions of brands and corporate behavior regarding environmental issues. The survey is sponsored by a
Suppose that ZTE, a Chinese manufacturer of mobile phones, plans to expand its market in Africa. Use the chain-ratio method to come up with market size estimates for smart phones in the following
A frequently used program for computers that is useful in conducting research (especially in the international area) is SPSS (Statistical Package for the Social Sciences). Go to the SPSS Web site at
There are many valuable on-line resources is International Business. Go to the following sites and report on the forms of data that can be obtained. These sites might be useful for other reports or
As mentioned in the chapter, a comprehensive resource in gathering data in international marketing is the GLOBUS and National Trade Data Bank (NTDB) found at (http://www.stat-usa.gov/tradtest.nsf).
Using the steps outlined in the text: 1) Define the research problem, 2) Develop a research design, 3) Determine information needs, 4) Collect the data, 5) Analyze the data and interpret the results,
Suppose that Starbucks plans to use a similar formula to estimate the potential number of stores as the one used by McDonald’s (p. 195). In 2014, the total number of Starbucks stores in the United
Go to the library and do research on two foreign markets of your choice. Use any of the four methods mentioned in Chapter 6 (method of analogy, trade audit, chain ration method, or cross-sectional
Go to the Web sites of Heritage Foundation (http://www.heritage.org/index/) and International Country Risk Guide (http://www.prsgroup.com/icrg/icrg.html). These sites provide information related to
Go to the Web sites of LexMercatoria (http://www.jus.uio.no/lm/index.html) and Washburn University School Law Library (http://washlaw.edu/). These sites provide information related to international
Go to the Cornell Law School’s Trademark Law Web site at (http://www.law.cornell.edu/topics/trademark.html) and read the Lanham Act that describes United States trademark law and review recent
Visit The CIA World Factbook at (https://www.cia.gov/cia/publications/factbook/index.html) and observe the wealth of information provided by this recently declassified information source. Most
The following examples highlight the impact of differences in laws and social norms on various aspects of the marketing program. What are the implications of such differences for using standardized
Pick two countries of your choice and demonstrate what type of legal or political information you would have to collect to be able to advertise a product within the country. You may pick any kind of
The Lego Group is a company based in Billund, Denmark, best known around the world for Lego brand of colorful interlocking plastic bricks that can be assembled and connected in many ways, to
Go to the library and review recent materials on anti-dumping cases. The easiest way to begin your search would be to look for material on the Japanese cases of years past. Once you have found
One of the results of the recent peace efforts in the Middle East is a renewed interest in attracting international trade to the region. Using information from the chapter and the chapter Exhibits,
The Ogilvy/Noor index is a construct that measures the appeal of global brands to Muslim consumers. The index is based on a sample drawn of consumers in the Muslim-majority markets of Saudi Arabia,
Go to the Nomura Research Institute site at (http://www.nri.co.jp/english/index.html) and Stanford University’s J-Guide (http://jguide.stanford.edu/). These sites are ideal for anyone researching
Visit the Hofstede website (http://geert-hofstede.com/). Pick six countries in the same geographic area (e.g., Eastern Europe, North Asia) and compare them on the six Hofstede dimensions (click on
Go to the following Web sites and determine if the companies are using any of the “Elements of Culture” presented in the text in their marketing efforts. Make a determination of which elements
Two interesting Web sites to visit are the Universal Currency Converter and the Bloomberg’s Currency Calculator. Go to either (or both) of these sites and convert the U.S. dollar to five different
A major cereal manufacturer produces and markets standardized breakfast cereals to countries around the world. Minor modifications in attributes such as sweetness of the product are made to cater to
The table below shows the number of kidney transplants from living donors in different countries. As you can see, kidney transplantation rates show a wide cross-country variation, even for countries
Go to the library and do research on high- and low-context cultures. Pick two cultures from each group and briefly describe what you found that places the culture in the high- or low-context category
Yum Brands plans to make Taco Bell, the company’s Mexican-inspired fast food brand, its next big global brand, following the footsteps of Pizza Hut and KFC. In June 2010, the company opened its
Go to the library and find examples of consumer magazines from foreign markets. Photocopy (DO NOT TEAR OUT) 4 examples of advertisements for consumer products that you feel have been uniquely adapted
Using the purchasing power parity argument, estimate whether the U.S. dollar is overvalued or undervalued relative to the European euro and the Japanese yen.
An interesting Web site to visit is The World Bank Group. The Web site address is (http://www.worldbank.org). Go to the site and find the latest news about happenings at the World Bank. Pick 2-3 news
As presented in Global Perspective 3-3 earlier, many countries in the European Union are complaining that the euro has weakened the financial advantages that firms previously had in stable economies.
Go to the International Monetary Fund (IMF) site at (http://www.imf.org). This site provides country reports, working papers, and information on briefings and happenings at the IMF. Pick two of these
In July 2005, China dropped its decade-long currency peg to the U.S. dollar, and instead repegged to a basket of currencies. China reevaluated the yuan to make the currency effectively 2.1 percent
In 2015, Greece's debt had reached 323 billion euro—the highest in modern history. With debt amounting to 177 percent of its GDP, Greece's rating was downgraded. Not only Greece but other highly
Go to the library. Find an article that discusses the United States balance of payment problems. Read and abstract the article. Give a short report to the class on your findings. From your reading,
Fujitsu, a Japanese computer manufacturer, was recently quoted as taking various steps to prevent wild foreign exchange fluctuations from affecting the company’s business. One step being taken is
Go to the Web site for The United States Patent and Trademark Office. This site will provide information on how the office classifies information, facts about international intellectual property, and
Using the Web sites for The Economist, Financial Times or The Wall Street Journal, find 3-4 articles about trade blocs or multinationals and their effect on the world economy. Summarize the material
Electronic commerce (e-commerce) blurs the distinction between a good and a service. Under the WTO, goods tend to be subject to tariffs; services are not, but trade in services is limited by
Go to the following Web sites and determine which of the following firms would be classified as multinationals. Please explain what information you obtained led you to that conclusion. Remember
The effects of the formation of regional trade blocs on international trade could be interpreted in two ways. One way is to view regional blocs as one step forward in the process of ensuring
Investigate the issue of intellectual property rights as applied to the international environment. Pick any area (such as movies, books, software, inventions, or patents) and demonstrate the problems
Go to the library and research the subject of trading blocs and regional economic arrangements. Find a few current articles on trading blocs around the world (these trading blocs could also include
A justification of developing countries against product patents for pharmaceutical products has been that if they were enforced, life-saving drugs would be out of reach for all but the very rich. A
Within the area of emerging markets (EMs), investigate China, India, and Russia and compare and contrast their economies, industries, and markets through Google or other international business meta
Go to the U.S. Department of Commerce’s International Trade Administration Web site (http://trade.gov/index.asp) and discuss three recent trade news that you think might be interesting to bring to
Go to the Web sites of Nestle (http://www.nestle.com/) and Unilever (http://www.unilever.com/) and compare their Web pages and construct evidence that would support your contention that Nestle and
Go to the Web sites of General Electric (http://www.ge.com/en/) and Asea-Brown Boveri-ABB (http://www.abb.com/) and investigate and compare their web pages and construct evidence that would support
Identify three companies that fit each of the five categories (domestic marketing, export marketing, international marketing, multinational marketing, and global marketing) mentioned. Provide
Identify 3-4 companies that you believe have a global marketing focus. Provide supporting evidence or arguments that justify selection of these firms.
1. Evaluate the price level of Gillette’s Fusion.2. Discuss whether it is possible for Gillette to standardize pricing across borders for its new five blade Fusion. Which factors would favour price
1. If you were a representative of the Vaseline (Unilever) management, how would you justify the price difference? What extra customer value do you create by selling the jelly as Lip Therapy in small
1. What are the advantages of using more personal advertising copy and encouraging customers to become missionaries for BMW motorcycles?2. Should BMW use standardization or adaptation in promoting
1. What are the main reasons for the success of ZamZam Cola in Middle East?2. How should Ahmad-Haddad Moghaddam prepare his sales force ‘culturally’ for selling ZamZam Cola to European
1. What cultural barriers would the Japanese managers from Toto meet when negotiating with American managers from building societies about new contracts for toilets in US luxury apartments?2. Some
1. Dunkin’ Donuts wants to get a better market position in Europe, and set up a meeting in London with potential franchisees from different European countries in order to negotiate franchising
1. Discuss the two views of organizing Mars’ European activities.2. Did Mars Inc. do the right thing in your opinion?
1. Was it a good idea to shift the Henkel organization from a more product to a more customer-centric approach?2. What are the challenges of being a customer-driven multinational that serves both B2B
1. What could be the reason why McDonald’s have both franchised and own restaurants?2. Which financial measures should McDonald’s use to control the global marketing programme in the single
1. What are the basic principles in the ‘sharing economy’?2. Explain the competitive advantage of Uber.3. Why is it so important for Uber to get into so many countries so fast?
1. Which demand factors would influence future sales of business jets in general?2. How could Honda Aircraft Company estimate the future total market for these smallsized business jets (total number
1. What could be the reason why Müller is using distributors (export mode) in markets outside Germany?2. What would be the main reasons why Müller is using a joint venture solution (intermediate
1. What was the main motive for Pernod Ricard’s acquisition of V&S (including Absolut Vodka) in 2008?2. Which alternative marketing strategies should the Absolut Company have to increase its
1. How would you explain the Guinness pricing strategy and the underlying assumptions about consumer behaviour when Diageo reports for 2005 that in the UK and Ireland the Guinness sales volume fell
1. Design a global marketing programme for Triumph, including a suggestion for the priority of the 4Ps: product, price, place and promotion.2. How should the marketing programme for the US market
1. What do you think of the change in Sony Music Entertainment’s organizational structure, from a geographical structure to an artist-driven organization?2. How would you produce a sales and
1. How would you characterize the overall Red Bull€™s global marketing strategy (global, glocal or local)?2. Argue for the most relevant segmentation (screening) criteria to be used in the
1. Which ‘P’ of the marketing mix should Tetra Pak concentrate on in the development of its global marketing plan?2. Would it be relevant for Tetra Pak to work with Global Account Management
1. Make a comparison of the competitive strategies and competitive strengths of Luxottica Group and Safilo Group on a company level – before and after the Polaroid Eyewear business became part of
What is the reason for the ‘convergence of orientation’ in LSEs and SMEs?
How can an SME compensate for its lack of resources and expertise in global marketing when trying to enter export markets?
What are the main differences between global marketing and marketing in the domestic context?
Explain the main advantages of centralizing upstream activities and decentralizing downstream activities.
How is the ‘virtual value chain’ different from the ‘conventional value chain’?
Export motives can be classified as reactive or proactive. Give examples of each group of export motives. How would you prioritize these motives? Can you think of motives other than those mentioned
What is meant by ‘change agents’ in global marketing? Give examples of different types of change agent.
Discuss the most critical barriers to the process of exporting.
What were the most important change agents in the internationalization of Haier (Exhibit 2.3)?
What were the most important export motives in the Japanese firms (Exhibit 2.2)?
Explain why internationalization is an ongoing process in constant need of evaluation.
What is meant by the concept of ‘psychological’ or ‘psychic distance’?
1. What are the pros and cons of the product diversification strategy that Zippo has been following recently?2. In a US marketing campaign in the late 1990s Zippo was repositioned as an essential
Identify the major dimensions used to analyse a competitor’s strengths and weaknesses profile. Do local, regional and global competitors need to be analysed separately?
How can analysis of national competitiveness explain the competitive advantage of the single firm?
How can a country with high labour costs improve its national competitiveness?
As the global marketing manager for Coca-Cola, how would you monitor reactions around the world to a major competitor such as Pepsi?
Explore the reasons for using a marketing information system in the international market. What are the main types of information you would expect to use?
What are some of the problems that a global marketing manager can expect to encounter when creating a centralized marketing information system? How can these problems be solved?
What are the dangers of translating questionnaires (which have been designed for one country) for use in a multi-country study? How would you avoid these dangers?
Identify and classify the major groups of factors that must be taken into account when conducting a foreign market assessment.
A US manufacturer of shoes is interested in estimating the potential attractiveness of China for its products. Identify and discuss the sources and the types of data that the company will need in
Identify and discuss the major considerations in deciding whether research should be centralized or decentralized.
Distinguish between internal and external validity. What are the implications of external validity for international marketers?
Would Tokyo be a good test market for a new brand planned to be marketed worldwide? Why or why not?
If you had a contract to conduct marketing research in Saudi Arabia what problems would you expect in obtaining primary data?

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