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Global Marketing 6th Edition Svend Hollensen - Solutions
4. Which marketing mix would you suggest to increase Sony Music Entertainment’s share in the Uk market, where the company has less than 20 per cent market share?
2. How would you produce a sales and marketing budget for pink’s forthcoming single and album?
1. What do you think of the change in Sony Music Entertainment’s organizational structure, from a geographical structure to an artist-driven organization?
9. Performance reviews of subsidiary managers and personnel are required rarely, if at all, by headquarters. Why?
8. What is meant by performance indicators? Why does a fi rm need them?
6. Discuss how the international organization of a fi rm may aff ect its planning process.
5. Discuss to what degree the choice of organizational structure is essentially a choice between headquarters centralization and local autonomy.
4. Discuss the pros and cons of standardizing the marketing management process. Is a standardized process of more benefi t to the company pursuing a national market strategy or a global market strategy?
3. What key internal/external factors infl uence the organizational structure? Can you think of additional factors? Explain.
2. Identify appropriate organizational structures for managing international product development. Discuss key features of the structure(s) suggested.
1. Th is chapter suggests that the development of a fi rm’s international organization can be divided into diff erent stages. Identify these stages and discuss their relationship with the international competitiveness of the fi rm.
3. How can Henkel further intensify the b2b relation with its key global customers?
2. What are the challenges of being a customerdriven multinational that serves both b2b and b2C customers?
1. Was it a good idea to shift the Henkel organization from a more product- to a more customer-centric approach?
6. Why is it so diffi cult for an international marketer to deal with bribery?
4. Compare and contrast the negotiating styles of Europeans and Asians. What are the similarities? What are the diff erences?
2. You are a European preparing to negotiate with a Japanese fi rm for the fi rst 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?
1. Explain why the negotiation process abroad may diff er from country to country.
4. Do you think Ahmad-Haddad Moghaddam can repeat the international ZamZam Cola success with a new coffee shop chain and a new energy drink?
2. How should Ahmad-Haddad Moghaddam prepare his sales force culturally for selling ZamZam Cola to European supermarket chains?
1. What were the main reasons for the success of the ZamZam Cola in the Middle East?
● Discuss how BATnA can be used in international negotiation
● Explain the major phases in a cross-cultural negotiation process
4. In 2012 worldwide sales of robotic vacuum cleaners reached three million units. The sales of robotic vacuum cleaners are expected to reach 5 per cent of total sales of vacuum cleaners in 2017. irobot Corp, one of the pioneers in robotic innovation, has around 70 per cent worldwide market share
3. Do you think that James Dyson can repeat the international vacuum cleaner success with the hand dryer market with its Dyson Airblade? Why? Why not?
2. In the uS market Dyson achieved its market share by moving into the mass retail channels, like Electric City and Best Buy. Some industry specialists are critical of this longterm strategy for Dyson’s highpriced product. Evaluate the Dyson distribution strategy in the uS market.
1. until now Dyson has concentrated its efforts in the uK, the uS, Japan and Australia. In your opinion, which new international markets should be allocated more marketing resources, in order to develop them into future Dyson growth markets?
4. What elements of the guinness international marketing strategy would you focus on in order to increase both global sales volume, value and profits?
3. In Choueke (2006), an anonymous beer retail buyer comments on guinness’s decreasing sales volume:Guinness has an older profile of drinker and with an ever-increasing availability of continental lagers and a fast-growing range of alcopops, the younger generation of drinkers simply haven’t
3 per cent, but a value growth of 4 per cent was achieved in both markets, mainly due to price increases?
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 guinness sales volume fell by
5. Should Absolut Vodka relaunch a mixer product in the global FAB market?
4. Did Absolut Vodka have the right competences for achieving international success for its Absolut Cut?
3. In which region (country) of the world would you recommend Absolut Vodka to allocate more marketing resources?
2. Which alternative marketing strategies should The Absolut Company have to increase its market share for:(a) Absolut Vodka in the uS?(b) Absolut Vodka in Europe (including eastern Europe)?(c) Absolut Vodka in other parts of the world?
1. What was the main motive for pernod ricard’s acquisition of V&S (including Absolut Vodka) in 2008?
9. How can a company increase its communication eff ectiveness through the use of social media?
8. Identify and discuss problems associated with allocating the company’s promotion budget across several foreign markets.
7. Explain how multinational fi rms may have an advantage over local fi rms in training the sales force and evaluating its performance.
6. Evaluate the ‘percentage of sales’ approach to setting advertising budgets in foreign markets.
5. What is meant by saying that advertising regulations vary around the world?
4. Explain how personal selling may diff er between the overseas and home markets.
3. 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.
2. Compare domestic communication with international communication. Explain why‘noise’ is more likely to occur in the case of international communication processes.
1. Identify and discuss problems associated with assessing advertising eff ectiveness in foreign markets.
2. Should BMW use standardization or adaptation in promoting the motorcycles outside the uS and germany?
4. prepare a global communication plan for the new Aero SuperSports.
3. How can Morgan make use of social media?
2. How can Morgan use celebrities in the communication strategy?
1. How is Morgan’s international communication strategy different from mainstream massproduced cars?
● Define and explain the concept of viral marketing and social media marketing
12. What are the advantages and disadvantages of global online distribution compared to the physical distribution?
9. Many markets have relatively large numbers of small retailers. How does this constrain the international marketer?
8. Discuss the implications for the international marketer of the trend towards crossborder retailing.
5. Do grey marketers serve useful marketing functions for consumers and manufacturers?
4. When would it be feasible and advisable for a global company to centralize the coordination of its foreign market distribution systems? When would decentralization be more appropriate?
3. In attempting to optimize global marketing channel performance, which of the following should an international marketer emphasize: training, motivation or compensation?Why?
2. What are the factors that aff ect the length, width and number of marketing channels?
1. What are the macroeconomic drivers for the growth of the logistics business?
4. In the last few years Tupperware has witnessed sales decline across some of its markets, namely, russia, Australia and Japan. Which criteria would you use in order to find out which of the three countries should have Tupperware’s focus in the next three years?
3. How do you evaluate the future for this distribution model?
2. What are the advantages and disadvantages of Tupperware’s distribution model?
1. How will you characterize Tupperware’s distribution strategy in relation to the theoretical models?
● Discuss the consequences of online distribution
13. What is counter-trade? Why should fi rms be willing to consider counter-trade arrangements in their global marketing eff orts?
11. How does infl ation aff ect a country’s currency value? Is it a good idea to borrow or obtain fi nance in a country with high infl ation?
9. Explain these types of letter of credit: revocable/irrevocable, confi rmed/unconfi rmed.Under what sets of circumstances would exporters use the following methods of payment:(a) revocable letter of credit(b) confi rmed letter of credit(c) confi rmed irrevocable letter of credit(d) time draft
8. Explain these terms of sale: EXW, FAS, FOB, CFR, CIF, DEQ and DDP. Which factors will determine the terms of sale?
7. Why is it oft en diffi cult to compute fair arm’s length transfer prices?
6. What relevance has the international product life cycle theory for pricing strategy in international fi rms?
5. What methods can be used to compute a transfer price (for transactions between affi liated companies)?
3. In order to protect themselves, how should marketers price their product in a country with high infl ation?
2. Explain how exchange rates and infl ation aff ect the way you price your product.
1. What are the major causes of international price escalation? Suggest possible courses of action to deal with this problem.
2. How would you price the Vaseline Intensive Care lotion in the Philippines compared with the uk?
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?
● Discuss the role of export credit and financing for successful export marketing.
● Identify and explain the different terms of sale(price quotations)
● Explain the necessary sales volume increase as a consequence of a price decrease
● Discuss the strategic options in determining the price level for a new product
14. What are the characteristics of a good international brand name?
13. Why should customer-service levels diff er internationally? Is it, for example, ethical to off er a lower customer-service level in developing countries than in industrialized countries?
10. What are the distinguishing characteristics of services? Explain why these characteristics make it diffi cult to sell services in foreign markets.
9. What is the importance of ‘country of origin’ in international product marketing?
8. When is it appropriate to use multiple brands in: (a) a single market; (b) several markets/countries?
7. Discuss the factors that need to be taken into account when making packaging decisions for international product lines.
6. What are the requirements that must be met so that a commodity can eff ectively be transformed into a branded product?
5. Describe briefl y the international PLC (IPLC) theory and its marketing implications.
4. Why is the international product policy likely to be given higher priority in most fi rms than other elements of the global marketing mix?
3. To what degree should international markets be off ered standardized service and warranty policies that do not diff er signifi cantly from market to market?
2. What implications does the product life cycle (PLC) theory have for international product development strategy?
1. How would you distinguish between services and products? What are the main implications of this diff erence for the global marketing of services?
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 ‘tool’ position of the lighter. For continuity, similar packaging and graphics were developed for the cans of
5. In 2011, a wholly owned subsidiary, IMAX China, was formed. What are the advantages and disadvant ages for IMAX of this entry mode initiative?
4. What are the possibilities of growing the IMAX business with the new IMAX MPX system combined with their new IMAX DMR technology, which enables hollywood studios to digitally remaster their films into IMAX’s 15/70?
2. What were the main reasons for the failure of Imax Ridefilm?
4. E-bike sales are increasing across Europe. Electric bicycles are being seen as a commuting alternative to the car, allowing customers to travel to work by bicycle without having to shower and change. this is an area where Raleigh already has a product.Should Raleigh sell a standardized e-bike
3. Please compare and evaluate Raleigh’s current entry modes (business models), franchising and licensing, with other alternatives.
2. Does the iconic bicycle brand still have a chance in the world market?
1. Characterize the internationalization ‘balance’ between standardization and adaptation over the history of Raleigh.
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