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marketing management
Global Marketing Management 3rd Edition Kiefer Lee , Steve Carter - Solutions
consider the importance of the pricing decision in global marketing;
What advice would you give to (a) a newly appointed marketing manager, and (b) a newly appointed purchasing manager, for an organization sourcing components and selling manufactured goods in global markets?
How can cross-cultural differences affect (a) RM strategies of organizations wishing to enter certain foreign markets, and (b) interpersonal relations between managers working in B2B markets?
Using examples, explain what is meant by the term ‘partnership’ in international supply chain management. Debate whether all such partnerships run smoothly.
Discuss the impact of IT on relationship marketing practices in B2C contexts.
Why are horizontal partnerships as important as vertical ones in a holistic relationship approach?
Identify the key stakeholders with which a manufacturer of FMCGs seeking to trade in foreign markets may have to build relationships.
What are the key elements of an RM approach compared with a transactional perspective?
Discuss the claim that the changing nature of the global marketplace is encouraging organizations to cooperate more closely in international markets.
How is the Tesco Clubcard loyalty scheme different from conventional ones? In what ways does the scheme enhance customer loyalty?
Using examples, briefl y discuss the common criticisms associated with customer loyalty schemes.
In your experience, do loyalty schemes work in (a) retaining your loyalty, and/or (b) increasing your purchases with the retailers?
How should an organization best manage its global relationships, particularly with regard to corporate social responsibility?
Does a ‘one-size-fi ts-all’ approach do justice to the complexities of relationship management in a global context?
In what ways does relationship management add value to the success of a business?
adopt a network perspective to global marketing strategy formulation.
recognize the various global partners or stakeholders with which an organization may form relationships;
understand how relationship management can contribute to an organization’s success;
Why do you think information sharing and establishing integrated policies and processes are critical to supply chain collaborations? Discuss with examples.
The establishment of clear measures and measurement systems are fundamental to supporting collaborative supply chain excellence. Examine the validity of this statement to an organization with which you are familiar.
Global sourcing is rapidly becoming a prerequisite for competing in today’s marketplace. Why do you think this is? Discuss how an organization may seek to develop its international sourcing experience.
The ability to become a world-class competitor in today’s global marketplace is based to a great degree on the ability to establish high levels of trust and cooperation with partners in the supply chain. Taking an example of a supply chain of your choice, show how the establishment of trust and
With examples, discuss the infl uential factors which affect a global supply chain and their implications on organizations within the chain.
Why should supply chains be viewed as a set of interrelated processes and activities that need to be aligned, coordinated, and synchronized, rather than a series of discrete, non-aligned activities?What are the fundamentals of effective supply chain management?
Briefl y discuss the main reasons for establishing clear measures and measurement systems in supporting supply chain collaborations.
When organizations collaborate, why is it important to consider integrated policies and processes, and information sharing?
What is the so-called ‘agile’ approach to manufacturing? Why is agility so important in today’s manufacturing?
What is global sourcing? What can organizations gain from such a practice?
Briefl y describe the three categories of supply chain collaboration.
What are the two main types of buyer–seller relationship?
Why do organizations collaborate in the supply chain?
Discuss the factors that affect global supply chain decisions.
Briefl y explain the fundamentals of effective supply chain management.
What is a supply chain? What activities does a supply chain consist of?
In developing a ‘new’ corporate culture’ for the re-engineered supply chain management strategy, what do you think would be the problems that the company might encounter?
Discuss how the re-engineering of Yue Yeun’s supply chain may benefi t its business. What do you think may be the potential, hidden problems?
Using information in the case study and your own knowledge of the footwear industry, conduct a brief analysis of the opportunities and threats confronting Yue Yuen in the future. In what ways do the results of your analysis provide a rationale for the company to re-engineer its global supply chain?
What are the important considerations in the development of a modern and intelligent supply chain fi t for the twenty-fi rst century?
What are the rationale and quantifi able benefi ts of supply chain collaborations?
What are the market and organizational infl uences that impact on international/global supply chain decisions?
In view of the changing nature of global business environment and competition, what are the most immediate impacts on the supply chain and its management?
discuss the important processes and considerations in developing modern and intelligent supply chain strategies.
consider the rationale for collaboration and the types of relationship that exist in the supply chain;
examine the factors affecting global supply chain decisions;
discuss the challenges and complexity of developing and managing supply chains that create sustainable advantage in the global marketplace;
With appropriate examples, compare and contrast the different types of online advertising channel.
Why do you think international public relations is becoming an increasingly important marketing communications tool in global marketing management? What are the barriers to developing an effective international public relations strategy?
With the use of relevant examples, discuss how you might develop and manage a cross-cultural advertising campaign?
‘The revolution in internet and communications technologies (ICT) has provided new possibilities in the delivery of cost-effective and targeted marketing communications.’ Discuss.
What is ‘integrated marketing communications’? What are the reasons why organizations increasingly feel the need to become more integrated in their marketing communications strategy?
With relevant examples, discuss the pros and cons of using a standardization approach to the planning of cross-cultural marketing communications. Under what circumstances might a standardization approach be problematic?
Briefl y discuss how sales promotion, publicity, and personal selling can be applied to the online marketplace.
What are the different types of electronic advertising channel that can be used to create an interactive marketing communication campaign?
Outline the functions of international sponsorship and exhibitions.
What is direct-response marketing? Why do you think it is becoming an important promotional tool for global marketing?
What is the purpose of using international public relations? What does it aim to achieve?
What is a ‘creative plan’? Briefl y discuss the process of developing a creative plan.
The forces of globalization have continued to propel organizations to invest in strong brand names through advertising. Why do you think this is the case?
What does it mean when an organization adopts a standardization approach to international marketing communications? Under what circumstances might a standardization approach not work?
In what ways does international marketing communications differ from domestic marketing communications?
Developed by the New Zealand Wine Growers (NZWG), ‘New Zealand’ is a now successful brand that communicates a consistent and recognizable identity globally. If you were to be asked to develop an integrated global marketing communications strategy which seeks to increase New Zealand’s share of
Using the information provided in the case and your personal knowledge, discuss the issues and challenges which confront the New Zealand wine industry.
How do we benchmark the organization’s existing marketing communications strategy against the best practices of other organizations?
If greater integration in the planning of marketing communications is inevitable, what are the immediate and longer-term challenges of implementing it?
In what ways do the changes and emerging issues in marketing communications impact on the organization’s existing international/global marketing communications strategy?
examine the important communication tools for global marketing communications, including advertising, public relations, direct-response marketing, sponsorship, exhibitions, and online communications.
understand the importance and concept of integrated marketing communications;
appreciate the differences between the standardization and the adaptation approaches to developing cross-cultural marketing communications;
present an overview of the changes and emerging issues that impact on the planning of international/global marketing communications;
For service organizations that operate in today’s global environment, discuss the strategic considerations which need to be taken into account to ensure success in cross-border services marketing.
Why do you think the task of defi ning services is so complex? Identify and discuss some of the approaches which can be used for this purpose.
Examine the characteristics that defi ne the nature of services and evaluate how they present unique challenges for service providers in marketing and managing services internationally or globally.
Discuss the role that services play in the current global economy and the reasons why it is becoming a business imperative for all businesses.
What role does technology play in the marketing of services internationally?
What are the benefi ts of standardizing and customizing services respectively?
Think of fi ve services and position them on to the services and intangibility continuum.
What are the differences between tangible goods and intangible services?
Identify and discuss the drivers for growth in global services.
What is the evidence that shows the increasing importance of the role that services play in the global economy today?
In the planning and delivery of Terminal 5’s highly complex services, what do you think are the strategic considerations which should have been taken into account in order prevent the mistake made by its management?
failed to anticipate at the opening of the new terminal building? What were the contributing factors that created the problem?
What was the problem that the management at Heathrow Terminal
Using the information from the case study and your own knowledge, conduct a SWOT analysis to identify the issues confronting British Airways in today’s global airlines industry.
What are the strategic considerations for marketing services internationally or globally?
How is the marketing of services different from the marketing of tangible goods? How can we add(new) values to existing products/services by understanding the components of a service encounter?
With reference to the increasing importance of services in the current global business environment, what are the implications for marketing and the management of your business?
examine some of the critical strategic considerations for marketing services globally.
discuss the complexity and approaches to defi ning and categorizing services;
understand the characteristics of services and their implications on marketing and managing services;
examine the drivers that fuel the growth of global services;
consider the increasing signifi cance of services in today’s global economy;
Critically discuss the notion that it is the cost, market, market environment, and ‘time to market’considerations which determine the form and extent of new product development and introduction.
Illustrating your answer with examples, discuss the various dimensions of a global brand and the ways in which an organization can build a brand to achieve global success.
Explain the role and importance of the product life cycle concept and product/market matrices in global product planning.
Identify and evaluate the role of customers’ perceptions in the success of a global brand. Illustrate your answer with examples.
Critically evaluate the notion that the product ‘attributes’, rather than the core benefi ts, sell competitive products or services.
What are the antecedents to the new product development process? Why is it important to identify and take them into account in the new product development process?
What are the different forms of new product? Outline the steps in the new product development process, stating the possible problems and their solution.
What are the dimensions of a global brand?
In what ways does a global or international brand differ from a local brand?
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