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Global Marketing Management 7th edition Masaaki Kotabe, Kristiaan Helsen - Solutions
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 hour was a legendary service theme, and it earned a unique position in the consumer’s mind. However,
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 job, and security for your family? Draw up a list of prospective questions for your employer.
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 executives of your firm telling them what they might need to know about the culture of the United States
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 months later, several Pakistani cricket players were being investigated by Scotland Yard for
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 different times of the year). After examining the commercials and their reported content, comment on why
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 a short report that abstracts the article. Report your findings on the content of the article to the
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 to fit the local markets in your chosen countries. What cultural factors would be most important.
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 banner or pop-up advertising? What are some possible downsides?
Go to any of the following sites and review procedures, policies, or ideas on international pricing. Report your findings.DHL (http://www.dhl.com/splash.html)Carrefour
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. Find an article about dumping. Report your findings to the class. Explain your feelings about the
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 the class.
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 counter trade) and formulate an opinion (which might eventually become your managerial policy) on the
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 pricing. Explain the process you went through to obtain your data. Give a report to the class on your
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 by Deutsche Bank, exports of Swiss watches to China plunged 26 percent in March 2013 compared to
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 about global expansion?Accenture
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 condoms have become objects of desire for Chinese tourists visiting Japan. According to Okamoto, many
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 North America. Write a report on your conclusions about the branding strategies of Daimler. Also see:
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 for the companies to protect their products from piracy? Do the companies make any statements
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 Origin (COO) effects. Under what circumstances are you willing to try products from a foreign nation
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 country; any legal action taken; any policy action taken by the host country through political
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 beginning of the chapter, pick one and incorporate it into your strategy. Prepare a short report
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 marketed internationally? Also go to Procter & Gamble’s Web site
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. Realizing that many of your comments may have to be general in nature, follow the steps as closely as
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; Pepsi Shiso (a herbal mint); Pepsi Blue Hawaii (pineapple and lemon); Pepsi Azuki (red azuki beans). The
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 as a springboard from which to build your research. Be sure to give specific title and character to
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 relevant in just about any market, depending on how it was adapted. The reality of the new globalism is
Using the following Internet addresses, determine which of the following organizations have recently engaged in franchising, joint ventures, mergers, or acquisitions at the international level. What information led you to your conclusion? Briefly report your findings to the class.a.
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 wholesale market. In South Africa, the group paid around $2.3 billion to acquire a 51% stake in Massmart
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 integrated structures. Based on the research that you performed, describe the format of the
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 people should do their own homework. Secondly, all joint ventures create additional difficulties—you
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 found a franchising opportunity, collect data and report your findings to the class. Would your chosen
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 strategic alliances to the principles of military warfare indicated in The Art of War. Find at least five
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 Company. Under the arrangement, Oriental Land pays royalties and licensing fees to Disney, amounting
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 primary facts about the data. Be sure to name the venture partners and the primary issues of the alliances
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 future. Some of the findings serve as useful lenses to understand the profile of Chinese consumers in
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 global firms that you perceive to be in competition with one another. Once you have done this, identify
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 approach groups cities of similar characteristics in a particular emerging market into clusters and then
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 instructor. For further detail, see: (http://www.sbaonline.sba.gov/index.html), U.S. Small Business
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 could lead to erosion of scale and scope economies with the added advantage of being able to
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 vice-presidents, each representing a particular region, namely North America, Europe (and also to
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 of the World Wide Web and its potential impact on global competition. Report your findings to the
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 McDonald’s as a case example to explain your answer. Note that while there are certain similarities in all
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 carefully examine each one of them. Who is being targeted in each print ad? What sort of positioning is
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 product. Collect data on the per-capita consumption levels for your chosen product and the selected
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 the U.S. market. Consider steps that you would see as critical. Remember to include some form of plan
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 information might be available on this site and the products’ position relative to competition.
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 Pieces. The European push is part of an effort to expand the firm’s business outside North America. In
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 being used by the firms.a). SAP
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 matter? Why or why not?
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) examples of ads. These ads can be for familiar or unfamiliar products. Now try to identify the market
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 international application is too limited as lifestyles vary internationally.” Do you agree or
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 presenting your findings, describe where you found your data and how you made your conclusions.
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 partnership of three WPP agencies (Cohn & Wolfe, Landor Associates, and Penn Schoen Berland) and Esty
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 five countries: Botswana, Egypt, Ethiopia, Kenya, and Nigeria.
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 (http://www.spss.com) and explore the different statistical programs available that might be used
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 projects assigned in this course.a. International Business Resource Connection
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). Go to the site and report on the forms of data that can be obtained. This listing of reference areas
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, and 6) Report and present the findings of the study. Do a research project on a subject of your
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 States was 11,962 (company owned + licensed). Thus, the number of people per Starbucks store in the
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 regression analysis) to make a market size assessment for a product or service of your choice. Once
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 economic freedom and political risk analysis. After analyzing the sites, find two issues that are of
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 law (intellectual property, copyrights, patents, and trademarks). After exploring the sites, find
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 Supreme Court decisions regarding this phase of intellectual property rights. Find an interesting
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 country evaluations are about 3-6 pages in length. Pick three countries and download the information.
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 product or advertising strategies (or using standardized advertising themes)?(a) Pepsi
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 product for your example and you may consider any media form for promotion. Now that you have
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 construct objects such as vehicles, buildings, and working robots. The company has a policy of asking
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 material on anti-dumping policy, write a two-page paper either pro or con for the anti-dumping laws and
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, formulate a working paper on how to deal with the cultural barriers found in the Middle East. Write
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, Egypt, Pakistan, and Malaysia. The higher the score, the more Muslim-friendly the brand is perceived.
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 Japanese companies. By using these sites, find a Japanese company and report on the
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 the ‘Compare countries’ circle). To what extent are they similar? What are the key differences?
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 are being used in each case and report your findings to the class with documentation of the usage. Use
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 currencies. Try to pick at least one currency from all the major continents or trading bloc areas.
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 local needs. However, the core products and brands are standardized. The company entered the Chinese
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 in the same region. Obviously, many factors could explain these differences. Visit the Hofstede
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 that you choose. What type of marketing practices might be successful in the two countries. Give an
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 first Taco Bell restaurant in Bangalore, India. Just as it did for the earlier introduced KFC and Pizza
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 to the market by the manufacturer of the product. Present a short discussion outlining why you
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 stories and abstract the material. Give a brief report to the class concerning the events from your
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. The euro area’s three largest economies, France, Germany, and Italy are now struggling with how
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 reports in one area and compare and contrast the data. Give a brief report to the class from your
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 stronger against the U.S. dollar. In mid-2007, China again took steps to let its currency trade more
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 indebted countries such as Ireland, Portugal, and Spain were under scrutiny. Since then, the EU's
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, develop an opinion on the difficulties faced by the United States with respect to the balance of
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 the balancing of export and import contracts. In 2014, the company entered into $3.4 billion of
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 publication lists. In addition, there is information on how to protect your intellectual property.
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 and give a brief overview to the class. The Web sites are (http://www.economist.com),
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 restrictions on “national treatment” or quantitative controls on access to foreign markets. For example,
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 this appraisal should be based on what you found not what you think (or previously thought).a.
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 completely free trade between countries on a global basis. On the other hand, the formation of regional
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 that are currently occurring, what is being done to curtail the abuses, who the chief abusers are,
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 new trade alliances or treaties such as NAFTA). Determine from the article who the members are, what
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 similar argument is being used in a populist move in the U.S senate for reducing the patent lives of
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 indexes and share your findings with class.
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 class. Download the material, abstract it if necessary, and discuss the material in class. Also look
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 Unilever (1) standardize or (2) adapts their world wide products.
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 your contention that GE and ABB (1) standardize or (2) adapt their world wide products.
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