Marketing Management 15th Global Edition Philip Kotler, Kevin Keller - Solutions

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How can astute handling of the marketing environmental factors give a global marketer a competitive advantage?
What are the advantages and disadvantages of the growing power of economic blocs (e.g. the EU)and nations like the USA in today’s global marketing landscape?
How can developments in technology give a service supplier a competitive edge in a global context?
develop an understanding of globalization and how it is shaping the economic, political, technological, and cultural realities of the global business environment;
consider the market opportunities and threats of globalization for organizations which seek to operate within the global marketplace;
explain the socio-economic impacts of migration on global economic growth;
identify and review the impact of global business activities on the physical environment, and discuss how organizations can assume greater social responsibility towards sustainable development.
What are the important discourses of globalization and how are they shaping the global business environment?
In what ways is globalization creating business opportunities and new challenges?
What are the available approaches to further deepen our business involvement and operations in the global marketplace?
How do the emergent global social, ethical, and green issues affect our business? How should we address them?
In what ways do you think political, economic, cultural, and technological discourses of globalization have enabled McDonald’s to become the largest global fast-food company?
Using the information provided in the case and your personal knowledge, discuss the various criticisms which have been directed towards McDonald’s. Do you think those criticisms are justifi ed?
What are the changes that McDonald’s has been undertaking in order to reinvent its business? What are the potential benefi ts and risks associated with those changes for the future of the business?
Identify the three waves of globalization and briefl y describe the factors that contributed to these developments.
What is globalization? How would you go about making sense of this highly complex and contentious phenomenon?
Identify and briefl y explain the different discourses that are closely associated with globalization.
Is globalization an opportunity or threat? Briefl y discuss the opportunities and threats of globalization for an organization that seeks to operate within it.
What are the major drivers of global migration? Explain what the economic and social impacts are of global migration.
What are the main global issues which are posing a threat to environmental sustainability?
‘Globalization is a highly complex and contentious phenomenon. There is simply no straightforward or accepted consensus as to what the term represents.’ Discuss.
With appropriate examples, examine the economic, political, technological, and cultural discourses associated with globalization.
To what extent does globalization present market opportunities for businesses, or is it a threat?
The anti-globalization protesters have accused the current wave of globalization as the source of accelerating global inequality, MNCs’ exploitation, and environmental degradation. How valid is this accusation? Discuss with examples.
What are the reasons why there have been growing concerns about the impact of business activity on the environment? In what ways can multinational companies assume socially responsible in addressing these concerns?
develop an understanding of what culture is and how the main components of a culture impact on a culture’s way of life;
explain the intimate relationships between cultural infl uences, consumer needs, and consumer behaviour;
discuss the approaches which can be used to conduct cross-cultural analysis;
examine the nature of business-to-business marketing and buyer behaviour;
examine the effect of culture on ethical decision-making.
How do the infl uences of culture determine if a product or service fi ts in with the culture’s way of life? What level of adaptation may be necessary?
How does the complexity of culture affect the analysis, strategic development, and implementation of marketing planning?
What are the available approaches that an organization can use to manage cultural differences and analyse the cultural effects on buyer behaviour?
Identify the reasons why the middle classes in Asia are emerging as ‘global consumers’. Classify them into ‘internal’ and ‘external’factors.
Giving the continuous growth of markets in Asia such as China,how useful are concepts like ‘market segments’ and ‘competitive positioning’ to the middle classes? If useful, on what basis might organizations successfully segment the market.
What is culture? Briefl y explain the main components of a culture.
Why is it so important to understand how culture infl uences consumer behaviour? With reference to the Model of Interaction of Culture and Consumer Behaviour, discuss how consumer behaviour is affected by culture.
What is a self-reference criterion? Why is it considered dangerous when seeking to understand another culture?
What is cross-cultural analysis? Describe Hofstede’s and Hall’s approaches to cross-cultural analysis.
Explain how the following approaches can be used to conduct cross-cultural analysis:(a) Hampden-Turner and Trompenaars’ behaviour and value patterns(b) Schwartz’s value inventory (SVI) model(c) Fang’s cross-cultural theory
What are the important considerations of B2B buying in an international context? Identify and describe the three types of B2B buying.
What are the main components/infl uences of culture? Discuss, with examples, the marketing implications of cultural infl uences on consumer behaviour.
How would you defi ne your own culture? Using relevant examples, discuss how language can obstruct effective communication.
‘It is dangerous for the marketer to make any generalizations about consumer behaviour in other countries’. Discuss the validity of this statement.
Cross-cultural analysis is the systematic comparison of similarities and differences in the material and behavioural aspects of cultures. Discuss and evaluate the approaches to cross-cultural analysis.
Defi ne values, heroes, rituals and symbols. How do these elements infl uence consumer behaviour in an international context?
defi ne Corporate Social Responsibility (CSR), Corporate Social Practice (CSP), and sustainability and understand the complexity in reaching an exact defi nition of this evolving concept;
understand the concepts of CSR and CSP and consider their relationship with the marketing mix elements and business performance;
explain the historical development of CSR and CSP and how they have evolved in the last
years; and
discuss the increasing necessity for marketers to take into account sustainability, its growing importance, and its evolving complexity in modern marketing.
What are the main issues that socially responsible companies need to take into account when conducting business in the global marketplace?
How and to what extent can the concepts of CSR and CSP help to address issues relating to social responsibility?
How can CSR and CSP provide competitive advantage in the global marketplace?
Critically evaluate the reasons why HSBC included employees, partners, customers, and the community at large as necessary stakeholders in a ‘sustainability’ programme.
Evaluate the type of support HSBC is offering in its sustain -ability programme and suggest other activities it could have considered.
How would you defend the criticism that HSBC’s sustainability programme was really only a thinly disguised ploy to gain more customers?
Identify the main global social and ethical issues. Briefl y explain how each of these issues is impacting on the operations of transnational organizations.
In what ways does corruption negatively affect the economic development of developing nations?
What are the methods which can be used by organizations to manage the social and ethical issues that arise from their international operations?
The CEO of a clothing manufacturing company has discovered that its suppliers in India are employing child labour in their factories. What advice would you give to the CEO?
Prepare a short presentation explaining how socially responsible practice may provide competitive advantage in the global marketplace.
Discuss the view that corruption is ‘an awkward but necessary’ part of doing business in international markets.
Given that corruption is widespread around the world, why should companies refuse bribes?
What are the main pressures that companies face for behaving in a socially responsible manner?Is it suffi cient for a company to adopt a code of conduct to be considered a socially responsible company?
What contribution do you feel the UN Social Compact can make to fostering socially responsible business practice?
Take any large public organization of your choice, either profi t or not for profi t e.g. a car manufacture or local authority. Taking each of the following factors, which are all part of CSP, critically evaluate how the organization is addressing the issue of ‘sustainability’.
consider the role of marketing research and the marketing information system in identifying global market opportunities;
examine the methodology of global marketing research for identifying global market opportunities;
describe and discuss the different global market segmentation strategies and methods;
examine the role of global marketing research and segmentation strategies in evaluating global opportunities and the selection of markets.
What types of information can marketing research uncover to aid the decision on which global market opportunities to pursue?
What are the ways in which to segment markets globally and what are the strategic implications of segmentation?
How does marketing research and market segmentation aid the evaluation of global market opportunities and the decision on which markets to enter?
As a potential new cosmetics and toiletries entrant in the UK and Italian markets, critically analyse Shanghai Jahwa’s market analysis and assess if it is suffi cient or not to make its decision to enter.
Identify the market research needed to inform Shanghai Jahwa on its specifi c market segment and the marketing mix.
What alternative means could be used to classify the cosmetic consuming segments in the UK and Italy other than those described in the case? How would you go about identifying and classifying such alternative segments?
Why is it important to the success of global marketing operations that marketers segment global markets?
Describe the role market research plays in identifying and describing potential global marketing opportunities.
Discuss the argument that it is better to segment markets on a global market segment basis than a country-by-country basis.
Critically appraise the recent attempts to describe global market segments on the basis of single descriptors, e.g. ‘convenience’ for consumer shopping.
Critically discuss the role of marketing research and the marketing information system in the identifi cation and description of potential market opportunities and market segments.
Examine the arguments for and against the use of country-by-country versus global market segment descriptors as bases for market segmentation. Provide evidence to support your arguments.
Critically assess the criteria, both internally and externally, for selecting potential market opportunities/segments.What do you think are the factors that make the global music industry so successful?
In your analysis, what are the major market changes that contributed to the troubles of the global music industry? Could the music companies have better prepared themselves for these changes? If so, how?
In what ways can the music companies respond to resolve the music piracy problem? To what extent are they likely to be effective in curbing the problem?
How can new products be categorized? (p. 451)
What challenges does a company face in developing new products and services? (p. 453)
What organizational structures and processes do managers use to oversee new-product development? (p. 456)
What are the main stages in developing new products and services? (p. 458)
What is the best way to manage the generation of new ideas? (p. 460)
What is the best way to manage concept and strategy development? (p. 467)
What is the best way to manage the commercialization of new products? (p. 472)
What factors affect the rate of diffusion and consumer adoption of newly launched products and services? (p. 476)
It has been a few years since Apple’s last epic innovation. What’s next for Apple?
Why has Salesforce.com been so successful?What did the company do well when it created and expanded its product offerings?
What are some of the challenges Salesforce.com faces in the near future?
What other products and services might Salesforce.com offer next? Why?
How do consumers process and evaluate prices? (p. 483)
How should a company set prices initially for products or services? (p. 489)

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Marketing Management 15th Global Edition Philip Kotler, Kevin Keller - Solutions

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