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global marketing
Global Marketing 7th edition Svend Hollensen - Solutions
What are the key problems associated with profit repatriation from subsidiaries?
What are the reasons for the increasing level of outsourcing to international subcontractors?
Describe the typology of subcontractors based on the differences in the contractor/subcontractor relationship.
Explain the shift from seller to buyer initiative in subcontracting.
Explain the main differences between the US and the Japanese subsupplier systems.
How are project exports/turnkey projects different from general subcontracting in the industrial market?
Project export is often characterized by a complex and time-consuming decisionmaking process. What are the marketing implications of this for the potential subcontractor?
How would you distinguish between services and products? What are the main implications of this difference for the global marketing of services?
What implications does the product life cycle theory have for international product development strategy?
To what degree should international markets be offered standardized service and warranty policies that do not differ significantly from market to market?
Why is the international product policy likely to be given higher priority in most firms than other elements of the global marketing mix?
Describe briefly the PLC (IPLC) theory and its marketing implications.
What are the requirements that must be met so that a commodity can effectively be transformed into a branded product?
Discuss the factors that need to be taken into account when making packaging decisions for international product lines.
When is it appropriate to use multiple brands in (a) A single market (b) Several markets/countries?
What is the importance of 'country of origin' in international product marketing?
What are the distinguishing characteristics of services? Explain why these characteristics make it difficult to sell services in foreign markets.
Discuss the decision to add or drop products to or from the product line in international markets.
Why should customer-service levels differ internationally? Is it, for example, ethical to offer a lower customer-service level in developing countries than in industrialized countries?
What are the characteristics of a good international brand name?
What are the major causes of international price escalation? Suggest possible courses of action to deal with this problem.
Explain how exchange rates and inflation affect the way you price your product.
In order to protect themselves, how should marketers price their product in a country with high inflation?
International buyers and sellers of technology frequently disagree on the appropriate price of knowledge. Why?
What methods can be used to compute a transfer price (for transactions between affiliated companies)?
What relevance has the international product life cycle theory for pricing strategy in international firms?
Why is it often difficult to compute fair arm's-length transfer prices?
Explain these terms of sale: EXW, FAS, FOB, CFR, CIF, DEQ and DDP. Which factors will determine the terms of sale?
Name some of the financing sources for exporters.
How does inflation affect a country's currency value? Is it a good idea to borrow or obtain finance in a country with high inflation?
How and why are export credit financing terms and conditions relevant to international pricing?
What is counter-trade? Why should firms be willing to consider counter-trade arrangements in their global marketing efforts?
Discuss current distribution trends in world markets.
What are the factors that affect the length, width and number of marketing channels?
In attempting to optimize global marketing channel performance, which of the following should an international marketer emphasize: training, motivation or compensation? Why?
Do grey marketers serve useful marketing functions for consumers and manufacturers?
Why is physical distribution important for the success of global marketing?
What are the main advantages and disadvantages of following a Multiple Distribution Channel Strategy?
Discuss the implications for the international marketer of the trend towards crossborder retailing.
Many markets have relatively large numbers of small retailers. How does this constrain the international marketer?
How is retailing know-how transferred internationally?
What services would the manufacturer like to receive from the retailer?
What are the advantages and disadvantages of global online distribution compared to the physical distribution?
This chapter suggests that the development of a firm's international organization can be divided into different stages. Identify these stages and discuss their relationship to the international competitiveness of the firm.
Compare domestic communication with international communication. Explain why 'noise' is more likely to occur in the case of international communication processes.
Why don't more companies standardize advertising messages worldwide? Identify the environmental constraints that act as barriers to the development and implementation of standardized global advertising campaigns.
Explain how personal selling may differ between the overseas and home markets. Personal selling often has to be especially localized to fit conditions of individual markets.
What is meant by saying that advertising regulations vary around the world?
Evaluate the 'percentage of sales' approach to setting advertising budgets in foreign markets.
Explain how the multinational firm may have an advantage over local firms in training the sales force and evaluating its performance.
How can a company increase its communication effectiveness through the use of social media?
Identify and discuss problems associated with allocating the company's promotion budget across several foreign markets.
You are a European preparing to negotiate with a Japanese firm for the first time. How would you prepare for the assignment if it is taking place: (a) in the Japanese headquarters; (b) in one of its European subsidiaries? I would adapt more to the Japanese culture and negotiation style in their
Why is it so difficult for an international marketer to deal with bribery?
What are your views on lobbying efforts by foreign firms?
Compare and contrast the negotiating styles of Europeans and Asians. What are the similarities? What are the differences?
Should expatriate personnel be used? What are some of the difficulties that they may encounter overseas? What can be done to minimize these problems?
Explain why the negotiation process abroad may differ from country to country.
If you were the lead researcher, what types of scale measurement designs would you have used to collect the needed data for calculating SCI®? Why? Write some scale measurements you would use.
Visit Communispace at Communispace.com. Read their information about what they do and some of the news or case histories at their site. After reviewing the website, evaluate whether and to what extent MROCs might replace focus groups.
Based on your understanding of Chapter 1, what kind of information about products, services, and customers should the owners of the Santa Fe Grill consider collecting?
What are the important topics to include in a presentation of the findings?
What other issues can be examined with this survey?
Santa Fe Grill owners believe their employees are happy working for the restaurant and unlikely to search for another job. Use the Santa Fe Grill employee database and run a bivariate regression analysis between X11–Team Cooperates and X17–Likelihood of Searching for another Job to test this
Choose a retailer that students are likely to patronize and that sells in both catalogs and on the Internet (e.g., Victoria’s Secret). Prepare a questionnaire that compares the experience of shopping in the catalog with shopping online. Then ask a sample of students to visit the website, look at
What are the differences between univariate and bivariate statistical techniques?
Should the Deli Depot questionnaire have screening questions?
What are the interrelated steps in data reduction?
Assume you are doing exploratory research to find out students’ opinions about the purchase of a new digital music player. What information would you need to collect? What types of questions would you use? Suggest six to eight questions you would ask and indicate in what sequence you would ask
Explain the major differences between “rating” and “ranking” scales. Which is a better scale measurement technique for collecting attitudinal data on sales force performance of people who sell commercial laser printers? Why?
How should the potential respondents be selected for the survey? Should customers be interviewed while they are dining? Should customers be asked to participate in the survey upon exiting the restaurant? Or should a mail or telephone approach be used to collect information from
Why is it important to have 8 to 12 participants in a focus group? What difficulties might exist in meeting that objective?
What challenges do researchers face in conducting research with the Latino marketplace online? How can researchers minimize the effects of these difficulties?
Could qualitative research be used to improve quantitative methods such as surveys? Explain your answer.
Should marketing researchers working with Latinos concentrate solely on qualitative research? Explain your answer.
Are there other questions that should be asked in the project?
Is the target population being interviewed the appropriate one?
Sometimes respondents claim they are something they are not (e.g., a Toyota owner or a married person) so that they will be selected to participate in a focus group. Sometimes respondents do not accurately reflect their personal income. Is it always unethical for a respondent to lie on a survey?
Discuss the importance of segmentation research. How does it affect the development of market planning for a particular company?
What improvements in retailing strategy might be attributed to the results obtained from shopper marketing studies?
Is a research project actually needed? Is the best approach a survey of customers? Should employees also be surveyed? Why or why not?
What is the role of marketing research in organizations?
1. What are the main reasons for the recent international marketing success of the Hunter Boots?2. Recently Hunter has added outerwear (leather footwear and hand-bags) to their international product range. What are the pros and cons of extending the product range in this way? Should Hunter Boots
1. What are the key success factors in the world toy industry?2. What are Green Toys’ key competitive advantages in the international toy market?3. Should Green Toys Inc. consider a higher degree of international expansion of their products?4. If yes, which countries/regions should they target
1. What are the main motives for the internationalization of EPE?2. What can EPE do to maintain a steady income stream from abroad?3. What are the most obvious assets for further internationalization of EPE?
1. What would be the key barriers in the early days of internationalization if TOMS Shoes decided to expand to Europe?2. What have been the driving forces (motives) for the early internationalization of TOMS Shoes?3. What are the key drivers of TOMS Shoes’ internationalization today?TOMS is not a
1. Which of the internationalization models presented in this chapter fits best to the internationalization of Zumba?2. Why has Zumba’s global business model been so successful?
1. List the criteria that you should use for choosing new international markets.2. If you were to advise DreamWorks Classics would you recommend them to use the ‘organic’ or ‘born global’ pathway for the internationalization of Postman Pat?3. What values/benefits can DreamWorks Classics
1. What were the key arguments of the anti-globalization groups?2. How could these protests affect the operations of multinational companies?3. How could G-20 do a better marketing job in communicating its views to the global audience?G-20 and the economic and financial crises – what on earth is
1. Which political and economic factors in the global environment would have the biggest effect on the future global sales of Danfoss Power Solutions’ hydraulic components/systems to:(a) manufacturers of construction and mining equipment (e.g. Caterpillar)?(b) manufacturers of agricultural
1. What are the dimensions that go into the concept of ‘globalization’?2. In your opinion, is globalization inevitable? Are the overall benefits of globalization positive? What are the gains and losses from globalization?3. What external influences do a company encounter when determining how
1. Which sociocultural factors influence the sales of tickets for ‘Cirque du Soleil’ shows around the world?2. What makes the business model of ‘Cirque du Soleil’ globally so successful?3. What should be the criteria for selection of a theme for Cirque du Soleil’s next world tour?
1. Discuss the advantages and disadvantages of having the same product range shown in all IKEA catalogues around the world?2. 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
1. Cultural differences need to be considered when communicating across borders. What characteristics of a country’s culture need to be researched to ensure business success across borders in the case of Allergan’s Botox and breast implants?2. In which cultures and countries would there be the
1. What could be the main reasons for Tata Motors entering the global ultra-low-cost car market?2. What are the competitive advantages that Tata Motors would enjoy with their Nano in emerging markets?3. Which screening criteria would you suggest for Tata Nano’s IMS process?General macroeconomic
1. Discuss the appropriateness of the screening model used in this case.2. Suggest another screening model that could be relevant for Philips Lighting to use in the Middle East.
1. What are the foundations of Oreo’s global success?2. What demographic changes and cultural issues might influence the future global market for Oreo?3. What are the most important screening criteria for Oreo (Mondelēz) in the IMS?
1. What are the differences between the global strategies of Ansell and the other three competitors?2. Which entry mode would you recommend for Ansell’s sourcing (purchasing or production) of condoms?3. What are the pros and cons for Ansell acquiring a European competitor? In your opinion, is it
1. What factors should companies consider when determining the best form of operation to use when entering the Chinese market?2. What can be the challenges and opportunities for foreign companies in establishing collaborative arrangements, like joint ventures, in China?3. What are the advantages
1. What are the main advantages and disadvantages for Arcus of using export modes, compared to other entry modes, for its Linie Aquavit?2. What should be Arcus’ main criteria for selecting new distributors or cooperation partners for Linie Aquavit in new markets?3. Would it be possible to pursue
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