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global marketing

Questions and Answers of Global Marketing

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
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
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
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
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
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
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
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
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
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
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
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
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’
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
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)
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
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.
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
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
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
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
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
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
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
1. Which region of the world would you recommend Parle Products to penetrate as its first choice?2. What kind of export mode would be most relevant for Parle Products?3. How could Parle Products
1. Discuss how its policies regarding social responsibility help Honest Tea in its exporting efforts?2. What research method would you recommend for selecting the most suitable agent in a new export
1. Do you think that Hello Kitty will continue to rule the world? What are the pros and cons?2. What are the reasons that Hello Kitty is licensed to so many different product manufacturers?3. Suggest
1. What are the most important factors determining future market demand for LEGO children’s clothes from Kabooki?2. Which other products could be considered for licensing out the LEGO brand?3. List
1. What could be the main motives for Marriott in using franchising, compared to other entry modes and operation forms?2. Identify several major categories of segmentation used by Marriott. For each,
1. What are the likely main motives for Polo Ralph Lauren to shift the entry mode from licensing to hierarchical mode in South-east Asia?2. Would you recommend them to take all geographical licenses
1. What were the main motives for SSL establishing its own distribution channels for condoms in Japan?2. What are the major barriers for SSL reaching higher market share for condoms in Japan?
1. What might have been the reasons that Danish Klassic was not able to meet expectations? Comment on the following:2. What do you think of the brand name Danish Klassic?
1. What could be the main motives for Starbucks in owning most of its coffee houses compared with other entry modes and operation forms?2. How does Starbucks’ entry into the grocery market affect
1. Explain the role of ARM as a supplier in the ‘chip’ value chain.2. What are the strengths and the weaknesses of ARM’s business model compared with Intel?3. In which end-user application
1. As a supplier of the Indego, how should Bosch’s approaches differ in the two types of distribution in Figure 2? Figure 2 looks like this:2. Which of the two distribution set-up should Bosch
1. Try to describe the complex decision-making process regarding choice of supplier for installation of new elevators and escalators in a building.2. What are Kone’s key challenges in establishing
1. What are the main motives behind the product line extension from the original Burberry trench coat into other product areas?2. Please describe the brand transformation process of Burberry? What
1. Describe HD’s general pricing strategy. What does the company’s positioning have to do with its pricing strategy?2. Should HD alter its price, given strong price pressures from rivals?3. What
1. What could be De Beers’ motives for making this ‘forward integration’ into the retail and consumer market?2. Is it a wise decision?3. How should De Beers develop its internet strategy
1. How will you characterize Tupperware’s distribution strategy in relation to the theoretical models?2. What are the advantages and disadvantages of Tupperware’s distribution model?3. How do you
1. What are the macroeconomic drivers for the growth of the logistic business?2. What are the most important issues in keeping DHL’s international competitiveness?3. How can DHL be perceived as a
1. Would you recommend that HH sponsors Bad Boys? Give reasons for your answer.2. How can an eventual sponsorship be integrated into the total marketing plan for HH clothes in the US market?The
Morgan Motor Company – can the British retro sports car brand still be successful after 100 years www.morgan-motor.co.uk1. How is Morgan’s international communication strategy different from
What different types of trade controls influence international business? What are their intended objectives?
This chapter discusses three survey response biases that could occur in international marketing research: yea-saying, extreme response bias, and social desirability bias. Describe what these biases
Explain the currency pass-through issue. When the dollar weakens against the euro, what factors will determine how much a German exporter to the United States should absorb of the losses and how much
Cross-border price coordination can range from highly centralized to very informal coordination (or none at all). What factors will determine how much flexibility is desirable in coordinating
How can a local brand such as the Philippine fast food restaurant chain Jollibee stay on top of foreign brands like McDonald’s or Wendy’s?
Do you think all member countries will ratify the Trans-Pacific Partnership (TPP) agreement? Who will benefit most from the TPP?

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