Questions and Answers of International Marketing

In 2016, South Korean tech giant Samsung experienced an embarrassing and financially challenging issue. The Galaxy 7 Note mobile phone was connected to dozens of reports of the devices overheating
Describe the usual steps in an international market segmentation process.
What factors are used to segment business-to-business markets?
Define the global consumers, local consumers, and glocal consumer concepts.
What ethical issues are present in market segmentation processes?
Three methods can be used to select employees to sell products or manage marketing operations in foreign markets. Expatriates are persons employed by the exporting company who are asked to move or
Think of circumstances (industries or products) that serve as examples of when to use the following types of business segmentation: IndustrySizeGeographic locationProduct usageCustomer value
Visit the Project GLOBE website (globeproject.com). Write a report about how you believe information from the project can be used to identify market segments, based on the information about market
Calculate company demand and the penetration rate using the following statistics:Market potential = 130 million Market demand = 41 million Company sales = 17 million Explain what the numbers mean and
Using the Internet, identify consumer market segments in India for two types of music:Traditional Indian folk songs Music from other countries, including classical, rock, hip-hop, and country and
Visit the ACORN website (acorn.caci.co.uk). Using the trial option, find out how ACORN segmentation can be used in designing marketing programs, or localizing marketing offering. Try to find out if
UNIQLO is a Japanese clothing company, often described as a Japanese version of the GAP, or “the Ikea of clothes.” It was originally founded in Yamaguchi, Japan in 1949 as a textiles
What are the two key elements of product positioning?
Define sovereignty.
What is product-versus-product positioning?
Define product line.
How does positioning relate to price?
Describe tangible product benefits and intangible product benefits concepts.
How do positioning maps show differentiation?
There are at least six effective methods for positioning products:(1) Competitors,(2) Use or application,(3) Price–quality relationship,(4) Product user,(5) Product class,(6) Cultural symbol.
Identify two products that compete at each of the following levels, in at least two countries other than the United States. Explain how the competition might influence positioning strategies.Product
Ethnocentrism, animosity, nationalism, and religiosity all influence consumer perceptions of products. Consider how these factors influence positioning for the following brands when entering France,
Many companies do not emphasize home country status. As a result,many consumers are unaware of the country or origin for many brands.Research online the home countries for the following companies or
Differentiation can be created and/or reinforced by promotional activities. Visit the websites of the following companies and use the home pages to identify how they are differentiated.Sony
One product that has enjoyed international success is Turkish Delight candy. Many companies, including Nestlé, produce versions of the product. In Turkey, firms such as Tatlisumak and Pinar
Create a share of mind/share of heart positioning map for producers of hummus. Which criteria would be most relevant for international positioning programs? Defend your answer.
1: TOTO is the world’s largest manufacturer of toilets, producing more than 7 million units each year. The Japanese company was founded in 1917, with “TOTO” being an abbreviation of the two
What types of information are revealed in a primary data collection program?
What is the difference between a macro-level and a micro-level analysis?
What are some of the popular quantitative research designs commonly used in the international market research?
What are the main differences between back translation and parallel translation?
What is the difference between descriptive research and comparative research?
What is the difference between contextual research and theoretical research?
Explain the scientific method.
Using reliable online resources, prepare a critical review of big data.
Visit a number of the Internet resources that present secondary data for international market researchers, including the U.S. Department of Commerce (https://data.commerce.gov/, the U.S. Department
Visit the websites of several market research firms that specialize in international market research such asA. C. Nielsen; Arbitron, Inc.; GfK AG, IBOPE, and INTAGE Inc. Compare the type(s) of
Enticing consumers to spend more for environmentally friendly products remains one of the primary challenges facing green marketers.International market research can play a key role in identifying
Nestlé is a Swiss transnational food and drink company headquartered in Vevey, Vaud, Switzerland. The company was formed in 1905 by the merger of the Anglo-Swiss Milk Company, established in 1866 by
What are the three categories of products?
What are the three key dimensions of a product?
What is the difference between a product line and a product mix?
What three forms of cobranding can be used in domestic and international marketing?
Explain how international marketers can utilize the total value concept in marketing the following products:A theme park in Brazil A rock concert in Ireland An online newspaper in the United Arab
Discuss how international companies can use market penetration and market development strategies for the following products in developing countries:Hand soap Paper towels Shampoo Glass cleaners
How could the product life cycle be extended internationally for the following products?Flip phones Coffee percolators
Would you use family branding or individual branding for each of the following product categories? Defend your answer.Canned foods Insurance products Mobile phones High-end wedding gowns
Visit the websites of several popular shopping malls worldwide. Some examples are below. What differences do you notice in shopping malls across various cultures? What similarities do you see? How do
Search tourism websites for various countries or regions. Some examples are below. What are the main selling points for tourism in these countries?United Kingdom, http://www.visitbritain.com/France,
Search the website of major international marketers and find information about the products each offers in various countries. Discuss how each company’s product lines vary by country or region for
Visit the J. D. Power & Associates “Initial Quality Study” website (http://www.jdpower.com/Autos/ratings/Quality-Ratings-by-Brand).Discuss the various aspects of quality that led to the ratings
When the inaugural Sustainability Survey was released by Globescan and SustainAbility, one relatively unknown corporation made the top of the list.Ahead of corporate giants such as General Electric,
What is counterfeiting?
Define cultural convergence.
Define adaptation.
What are the four different approaches to the product and communication adaptation or extension model?
Explain the differences between the three primary legal systems—common law, civil law, and theocratic law. Is one of these systems more conducive to marketing activity than another? Explain your
Search the Internet for “Coca-Cola virtual vendor.” Using this online tool,list at least ten of Coca-Cola’s global versus national brands. Why were these choices made? Do you agree or disagree
The concept of aesthetics is not easy to explain. Using Google or another online search engine, search for various examples of art and architecture from at least one country from each continent
Find a recent example of a case of conciliation or arbitration. Why would the companies involved have preferred this conflict resolution method to litigation? Now find a recent litigation example.
Using the Internet, track the rate of diffusion internationally for the following products:cell phones e-readers professional basketball online shopping credit and debit cards electricity smart
U.S. clothing and accessories retailer Banana Republic, worn by Olivia Palermo and the Duchess of Cambridge, announced in 2016 that after eight years on British shores it was closing all of its eight
When pricing is based on the competition, what three approaches are available?
How do negotiation systems affect business-to-business pricing programs?
A pricing perceptual map typically depicts products based on relationships involving price and quality. Describe quality for the following items:one-night stay in a hotel in Uruguayfishing tour guide
Which pricing method (cost, demand/supply, competition, profit-based)would you recommend for the following items to be sold in other countries?Defend your reasoning.tennis balls by a manufacturer in
Which types of discounts should be given by each of the following companies? Explain your answers.Hilton International HotelsAFLAC in JapanPerrier bottled water sold in South AfricaBulldozers sold by
Draw a pricing perceptual map for these products in international markets,naming the major competitors and placing them on the map. Use the Internet to identify the major competitors, if
Calculate the break-even point in units for the following product:Price per unit = $10.00 Variable cost per unit = $2.75 Fixed costs = $15,000
Using markup pricing, calculate the price for cell phones to be sold in Argentina:Total fixed cost = $400,000 Units to be sold = 50,000 Variable cost per unit = $50.00 Markup on price = 20%
A company sells packaged cookies in Hungary. The price is €;2.50 per package. The company’s marketing team believes that in Romania, price elasticity of demand would be €;1.67. In contrast,
Prepare a report on the advisability of using quantity discounts and earlypayment discounts businesses in the following countries, based on cultural norms and governmental regulations:Mexico Niger
Using the Internet, investigate sales methods, negotiation tactics, and bargaining practices arrangements for the following countries:South Korea Australia Iran Brazil
1: In most of the world, airline travel is available to domestic and international customers. Table 11.8 identifies the top twenty largest airlines in Europe during the year 2016, in terms of
What is the relationship between money and currency?
Define direct currency exchange rate quotes and indirect currency exchange rate quotes.
How does the government influence currency value?
As the brand manager for a large Brazilian company, you are concerned about exposure to currency fluctuations hurting your profit in Mexico. What steps could you take to hedge this risk?Table 12.6
You are an Australian marketer whose company is entering the Indian market. One Australian dollar is worth 43.34 Indian rupees. Is this an indirect or direct quote? Calculate whichever quote it is
One of the most significant currency events of the past twenty years was the Asian currency crisis of 1997. Complete online research regarding the crisis. Were fixed or flexible regimes involved?
The CIA World Factbook (http://www.cia.gov/library/publications/the-worldfactbook/index.html) includes current account balances for countries. It also lists top exporting and importing trading
Using Google, find a currency that has weakened or strengthened relative to the euro in the past year. How would this change in value affect international marketers interested in doing business in
Currency values can become political issues. The value of the Chinese yuan or renminbi is historically a source of conflict between the country and its trading partners. Research the conflict and
For most consumers in developing countries, credit is an afterthought, an easily accessible component of making a purchase. Credit scores are tracked and access to credit can be limited for
What three distribution intensity strategies can marketers employ?
How is an agent middleman different from a merchant middleman?
Describe the concept of channel length.
Describe the natures of vertical integration, horizontal integration, and vertical marketing systems.
What is a gray market?
What functions are performed by marketing channel members?
What are the stages of negotiation in an international marketing channel dispute?
What type of distribution tactic, intensive, selective, or exclusive, do you think should be used for the following products?milk in the United Kingdom luxury jewelry in France high-end automobiles
Table 13.4 provides a list of the functions of international marketing channel members. Apply the list to the following companies, industries, or situations:automobile manufacturers disposable pens
Search the Internet for websites of major international marketers, such as Carrefour from France. What can you learn about the international marketing channels for these companies and countries?
Find a product that is intensively distributed in a country of your choice.Look for this information on the Internet. What can you say about its distribution channels in that country?
Using the Internet, go to a search engine and find three international marketing channel logistics providers. Examine the websites and note the services these companies offer.
Using websites such as http://www.cia.gov and other resources that explain cultural components, examine the following countries. Explain how the 5 Cs of channel selection would be affected by what
In 1978, JamesD. Anderson founded JDA Software Services in Canada.The initial goal of the company was to provide software solutions for the retailing industry, but the company rapidly expanded into a
What internal motives lead to exporting?
What are the home country-based methods of direct exporting?

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