International Marketing 8th Edition Michael R. Czinkota, Ilkka A. Ronkainen - Solutions

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Search ESPN’s Web site at http://www.espn.go.com and summarize what it is doing in international markets.
How would you describe ESPN’s global marketing strategy?
Why is it important for ESPN to be global? What might be some barriers to trade for ESPN?
How have environmental forces affected ESPN’s worldwide marketing efforts?
Visit the Web site of the Association of Home Appliance Manufacturers, http://www.aham.org, and suggest some of the global trends among the major manufacturers of household appliances.
The challenge facing Whirlpool is not only external in catering to local customers’ needs worldwide, but also internal—all the regional and local units have to “buy in” to the global vision.What types of particular issues (such as product or technology transfers) may arise, and how should
Whirlpool’s marketing goal is to leverage resources across borders. How is this evident in its marketing approach? Consult http://www.whirlpool.com for additional information.
Comment on this statement: “Offset arrangements involving overseas production that permit a foreign government or producer to acquire the technical information to manufacture all or part of a U.S.-origin article trade short-term sales for long-term loss of market position.”
Why do seller governments typically take an unsupportive stance on countertrade arrangements?
After the deal was signed, many Finnish companies expected that contracts and money would start rolling in by merely calling up McDonnell Douglas. What are the fundamental flaws of this thinking?
Why would the members of the F-18 Team, McDonnell Douglas, Northrop, General Electric, and Hughes, agree to such a deal rather than insist on a money-based transaction?
What other variables, apart from positioning, will determine whether Americans will choose Nova Scotia as a destination?
Constructively criticize past positioning attempts, such as “There’s so much to sea.”
How would you position Nova Scotia to potential American travelers? Use the benefit-matching model to achieve your supermatch.
Do you think the diamond industry as a whole has an ethical responsibility to combat the illicit trade in diamonds?
As a diamond producer, what steps can you take to prevent conflict diamonds from entering your supply chain?
As a diamond retailer, what options do you have to ensure that the diamonds you sell are not conflict diamonds?
In light of the conflict diamond issue, would you buy a diamond? Why or why not?
Discuss the ethics of the banking issue in this situation.
How should prices have been set to prevent the tampering? Were they real market prices if contractors had been willing to pay more for Iraqi oil?
Can anything be done in the future to prevent such corruption? Could anything have been done at the start of the program to equip the UN for its role as intermediary?
With more international players joining the ranks of NBA teams, should the NBA begin to position itself as an international basketball league? How would doing so affect its marketing potential within and outside of the United States?
Consider China’s current issues, such as intellectual property rights and logistical infrastructure. How should an international marketer consider these concerns before entering the potentially profitable yet elusive Chinese market?
Discuss the following statement: “Yao Ming isn’t just China’s best basketball player. He’s the most persuasive symbol of globalization.”
A company wishing to engage in global markets through the Internet has to make sure that its regional/local Web sites are of the same caliber and consistent with its global site. Using Procter &Gamble as an example (http://www.pg.com/company/who_we_are/globalops.jhtml), evaluate whether its various
The FIFA World Cup is a marketing platform from which a company can create awareness, enhance its image, and foster goodwill. FIFA offers sponsors a multitude of ways to promote themselves and their products in conjunction with the FIFA World Cup as well as other FIFA Events. Using FIFA’s Web
What is the role of community relations for a global marketer? How can the marketer treat even the anti-globals as customers?
Discuss problems associated with measuring advertising effectiveness in foreign markets.
Assess the programmed management approach for coordinating international advertising efforts.
What type of adjustments must advertising agencies make as more companies want “one sight, one sound, one sell” campaigns?
Comment on the opinion that “practically speaking, neither an entirely standardized nor an entirely localized advertising approach is necessarily best.”
MasterCard sponsors the World Cup and Visa the Olympics. Who gets the “better deal,” since the expense of sponsorship is about the same for both?
Compare the services of the Global Offset and Countertrade Organization (http://www.countertrade.org) and the Asia-Pacific Countertrade Association (http://www.apca.net).
The European Union promotes the benefits of the euro as a common currency for the 12 EU nations that have adopted it (see http://europa.eu.int/comm/economy_finance/euro/our_currency_en.htm).What are possible disadvantages of it?
Discuss the advantages and drawbacks of countertrade.
Using the price differences presented in Exhibit 17.4 as a base, argue why such price differences will stay in place even with the euro.
Which elements of pricing can be standardized?
In combating price controls, multinational corporations will deal with agency administrators rather than policymakers. How can they convince administrators that price relief is fair to the company and also in the best interest of the host country?
The standard worldwide base price is most likely looked on by management as full-cost pricing, including an allowance for manufacturing overhead, general overhead, and selling expenses.What factors are overlooked?
Comment on the pricing philosophy, “Sometimes price should be wrong by design.”
Determine the length of transit time a shipment takes between two international destinations. What else should you know before making a shipping decision? Go to http://www.apl.com and click on“Schedules.”
What type of transportation information is available to exporters? Go to http://www.ups.com and http://www.marad.com and give examples of transportation links that an exporter would find helpful and why.
What steps can logisticians take to make their efforts more environmentally friendly?
What options are available for securing logistics systems from terrorism?
What are the major differences between centralized and decentralized logistics management?
How can an improved logistics infrastructure contribute to the economic development of China?
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 kind of transportation issues should a logistics manager consider when the firm is going international?
What are the key U.S. services exports and imports?What is the current services trade balance?(http://www.bea.gov).
Find the most current data on the five leading export and import countries for commercial services. The information is available on the World Trade Organization site, http://www.wto.org.Click the statistics button.
Which services would be expected to migrate globally in the next decade? Why?
How can a firm in a developing country participate in the international services boom?
What are some ways for a firm to expand its services internationally?
Discuss the effects of cultural sensitivity on international services.
What are some of the international marketing implications of service intangibility?
How does the international sale of services differ from the sale of goods?
Discuss the major reasons for the growth of international services.
How has the Internet affected your service purchases?
Using the Mach3 as an example, evaluate how the different country Web sites of Gillette (accessible through http://www.gillette.com) support its worldwide brand effort.
Using the list of the world’s leading brands (available at http://www.interbrand.com), evaluate why certain brands place high, some lower. Speculate on the future of, for example, the dot coms.
Argue for and against the use of the corporate name in global branding
What are the benefits of a coordinated global product launch? What factors will have to be taken into consideration before the actual launch?
What factors make product testing more complicated in the international marketplace?
What factors should be considered when deciding on the location of research and development facilities?
Will a globally oriented company have an advantage over a multidomestic, or even a domestic, company in the next generation of new product ideas?
How can a company’s product line reflect the maxim “think globally, act locally”?
What are some of the research issues that Goya needs to consider when tracking Latino subgroup?
Should Goya consider entering Latin American markets?
Evaluate an international expansion strategy for Goya.
Do you think that Pier 1 might have avoided this problem if it had a very aggressive quality assurance program (i.e., ISO 9000) in place?
What are the implications for sales, customer satisfaction, and profits for companies like Pier 1(http://www.pier1.com) when low-quality merchandise is not identified early in the purchasing process?
Given its loss, what alternative actions are open to Ferrari?
Does Ferrari’s case prove that requiring that products be delivered only through approved distribution channels ensures the highest quality for the customer?
Gary Roberts, a Costa Mesa, California, importer stated: “Ferrari’s control freaks ought to cooperate with importers and let the free market take care of itself.” Comment.
Develop a production and marketing plan for Joemarin for the coming year. What steps can the company take to ensure that the plan is in line with the demand for its products in its foreign markets?
Determine the CIF prices, in the foreign currencies, for the Joemarin 29 and 34 to the importers in Denmark, France, Holland, the United Kingdom, and Germany for the coming year.
Recommend a course of action for the company to take in regard to the Joemarin 36.
Determine the CIF prices for the Joemarin 36 to the final customer in Sweden for the coming year.The agent’s commission is 15 percent of the final selling price, and the final selling price should be in Swedish kroner.
Determine the optimal manufacturer’s selling price in the Finnish market for the four Joemarin sailboats for the coming year.
In planning the future of his company, Felix Tena asked himself the following questions:• At what speed should the business expand in terms of new stores?• Where should they be located?• Should the company open more stores of its own, or should it give priority to franchised stores?• In the
Explain the internationalization of Dr. Irena Eris Cosmetics Laboratories in the United States.
What should Dr. Irena Eris Cosmetics Laboratories do to secure its future as market leader in the facial cosmetics segment in the Polish market?
What does the future hold for Polish small- and medium-sized cosmetics manufacturers? Do you agree with the statement of the Polish manager?
The Alliance for Gray Market and Counterteit Abatement (http://www.agmaglobal.org) has as its primary purpose to “mitigate gray marketing and counterfeiting of high-technology products.” Is it appropriate to equate the two? Are the arguments by this industry coalition convincing?
Using the Web site of the U.S. Commercial Service(http://trade.gov/cs), assess the types of help available to an exporter in establishing distribution channels and finding partners in this endeavor.
Is gray marketing a trademark issue, a pricing issue, or a distribution issue?
One method of screening candidates is to ask distributors for a simple marketing plan. What items would you want included in this plan?
The international marketer and the distributor will have different expectations concerning the relationship. Why should these expectations be spelled out and clarified in the contract?
If a small exporter lacks the resources for an onsite inspection, what measures would you propose for screening potential distributors?
Channels of distribution tend to vary according to the level of economic development of a market.The more developed the economy, the shorter the channels tend to be. Why?
Relate these two statements: “A channel of distribution can be compared to a marriage.” “The number one reason given for divorce is lack of communication.”
Will the availability of The Export Yellow Pages on the Internet add to its ability to “offer U.S. firms a means to promote their businesses worldwide” and“attract appropriate foreign customers”? The service is available at http://www.myexports.com
The success of CeBIT in Hannover has prompted Deutsche Messe AG to market the CeBIT concept outside Germany using the slogan “CeBIT Worldwide Events.” Using http://www.cebit.de, suggest a rationale for this.
What specific advice would you give to an exporter who has used domestic direct marketing extensively and wishes to continue the practice abroad?
Some exporters report that they value above all the broad exposure afforded through exhibiting at a trade show, regardless of whether they are able to sell directly at the event. Comment on this philosophy.
Why do exporters usually choose U.S.-based services when placing advertisements to boost export sales specifically?
Compare and contrast the usefulness to a novice exporter of elements of the promotional mix.
Discuss this statement: “Lack of foreign-language skills puts U.S. negotiators at a disadvantage.”
What is potentially harmful in going out of one’s way to make clients feel comfortable by playing down status distinctions such as titles?
The International Trade Administration monitors cases filed against U.S. exporters on charges of dumping, to assist them in the investigations and their subsequent defense. Using their data on such cases (http://ia.ita.doc.gov/stats/inv-initiations-2000-2005.html), focus on a few countries (e.g.,

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International Marketing 8th Edition Michael R. Czinkota, Ilkka A. Ronkainen - Solutions

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