Global Marketing 7th edition Svend Hollensen - Solutions

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Identify three companies that fit each of the five categories (domestic marketing, export marketing, international marketing, multinational marketing, and global marketing) mentioned. Provide supporting evidence or arguments that justify selection of these firms.
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 standardization and which factors would favour price differentiation?Headquartered in Boston,
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 tubes?2. How would you price the Vaseline Intensive care lotion in the Philippines compared with
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 the motorcycles outside United States and Germany?3. Why is BMW using its website as a virtual
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 supermarket chains?3. Do you think Ahmad-Haddad Moghaddam can repeat the international ZamZam Cola success
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 analysts argue that tackling cultural toilet norms and barriers is not worth the effort and that Toto
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 deals that could provide a higher growth in this region. What potential dangers should the US negotiator
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 and B2C customers?3. How can Henkel further intensify the B2B relation with its key global
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 countries and in single restaurants?3. What problems might arise if individual McDonald’s restaurants
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 of sold small business jets per year)?3. Which screening criteria would you recommend Honda Aircraft
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 mode) with PepsiCo (Quaker) for the US market?
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 market share for:(a) Absolut Vodka in the USA?(b) Absolut Vodka in Europe (including Eastern
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 by 3 per cent, but a value growth of 4 per cent was achieved in both markets, mainly due to price
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 differ from your suggested marketing programme in Question 1?3. A member of Triumph’s management team
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 marketing budget for Pink’s forthcoming single and album?3. How would you control your budgets? What key
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 international market selection process (IMS).3. Was it a wise decision of Red Bull to:(a) Launch Red
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 (GAM)? If yes, how should it be organized and which organizational set-up should Tetra Pak make use
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 the Safilo Group at the beginning of 2012.2. The new marketing strategy of Polaroid has worked well
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 in the chapter? What are they?
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 tool for avid outdoorsmen. Individual tin and sleeve packaging was developed that reflected the
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 order to obtain a preliminary estimate.
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?
Do demographic variables have universal meanings? Is there a chance that they may be interpreted differently in different cultures?
In forecasting sales in international markets, to what extent can the past be used to predict the future?
How should the firm decide whether to gather its own intelligence or to buy it from outside?
Identify different types of barriers to the free movement of goods and services.
Explain the importance of a common European currency to firms selling goods to the European market.
How useful is GNP when undertaking a comparative analysis of world markets? What other approaches would you recommend?
Discuss the limitations of per-capita income in evaluating market potential.
Distinguish between: (a) Free trade area, (b) Customs union, (c) Common market,(d) Economic and monetary union and (e) Political union.
Why are international marketers interested in the age distribution of the population in a market?
Describe the ways in which foreign exchange fluctuations affect (a) Trade, (b) Investments (c) Tourism.
Why is political stability so important for international marketers? Find some recent examples from the press to underline your points.
How can the change of major political goals in a country have an impact on the potential for success of an international marketer?
A country’s natural environment influences its attractiveness to an international marketer of industrial products. Discuss.
Explain why a country’s balance of trade may be of interest to an international marketer.
As English is the world language of business, is it necessary for UK managers to learn a foreign language?
According to Hofstede and Hall, Asians are (a) more group-oriented, (b) more family oriented and (3) more concerned with social status. How might such orientations affect the way you market your product to Asian consumers?
Do you think that cultural differences between nations are more or less important than cultural variations within nations? Under what circumstances is each important?
Identify some constraints in marketing to a traditional Muslim society. Use some of the examples in the chapter.
What layers of culture have the strongest influence on business people’s behaviour?
The focus of this chapter has mainly been the influence of culture on international marketing strategies. Try also to discuss the potential influences of marketing on cultures.
What role does the self-reference criterion play in international business ethics?
Compare the role of women in your country to their role in other cultures. How do the different roles affect women’s behaviour as consumers and as business people?
Why is screening of foreign markets important? Outline the reasons why many firms do not systematically screen countries/markets.
Explore the factors which influence the international market selection process.
Discuss the advantages and disadvantages of using only secondary data as screening criteria in the IMS process.
What are the advantages and disadvantages of an opportunistic selection of international markets?
What are the differences between a global market segment and a national market segment? What are the marketing implications of these differences for a firm serving segments on a worldwide basis?
Discuss the possible implications that the firm’s choice of geographic expansion strategy may have on the ability of a local marketing manager of a foreign subsidiary to develop and implement marketing programmes.
Why is choosing the most appropriate market entry and development strategy one of the most difficult decisions for the international marketer?
Do you agree with the view that LSEs use a rational analytic approach (strategy rule) to the entry mode decision, while SMEs use a more pragmatic/opportunistic approach?
Use Figure 9.1 to identify the most important factors affecting the choice of foreign entry mode. Prioritize the factors.
Why is exporting frequently considered the simplest way of entering foreign markets and thus favoured by SMEs?
What procedures should a firm follow in selecting a distributor?What procedures should a firm follow in selecting a distributor?
Why is it difficult – financially and legally – to terminate a relationship with overseas intermediaries? What should be done to prevent or minimize such difficulties?
Identify the ways to reach foreign markets by making a domestic sale.
What is the difference between direct and indirect exporting?
Discuss the financial and pricing techniques for motivating foreign distributors.
Which marketing tasks should be handled by the exporter and which ones by its intermediaries in foreign markets?
How can the carrier and the rider both benefit from a piggyback arrangement?
When a firm begins direct exporting, what tasks must it perform?
Discuss the various ways of communicating with foreign distributors.
When exporting to a market, you’re only as good as your intermediary there’. Discuss.
The international marketer and the intermediary will have different expectations concerning the relationship. Why should these expectations be spelled out and clarified in the contract?
Why are joint ventures preferred by host countries as an entry strategy for foreign firms?
Why are strategic alliances used in new product development?
Under what circumstances should franchising be considered? How do these circumstances vary from those leading to licensing?
Do you believe that licensing in represents a feasible long-term product development strategy for a company? Discuss in relation to in-house product development.
Why would a firm consider forming partnerships with competitors?
Apart from the management fees involved, what benefits might a firm derive from entering into management contracts overseas?
By what criteria would you judge a particular foreign direct investment activity to have succeeded or failed?
What are a firm’s major motives in the decision to establish manufacturing facilities in a foreign country?
Is the establishment of wholly owned subsidiaries abroad an appropriate international market development mode for SMEs?
What is the idea behind appointing a ‘lead country’ in a region?

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Global Marketing 7th edition Svend Hollensen - Solutions

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