$1-1.$ What are the basic goals of marketing? Are these goals relevant to global marketing?

$1-2.$ What is meant by $$global localization?$$ Is Coca$-$Cola a global product? Explain.

$1-3.$ A company$$s global marketing strategy $($GMS$)$ is a crucial, competitive tool. Discuss some of the global marketing strategies available to companies. Give examples of companies that use the different strategies.

$1-4.$ UK$-$based Burberry is a luxury fashion brand that appeals to both genders and all ages. To improve Burberry$$s competitiveness in the luxury goods market, CEO Marco Gobetti must update the marketing program put in place by his predecessor. The strategy should address key markets that Burberry will participate in$,$ as well as the integration and coordination of marketing activities. Research recent articles about Burberry and write a brief summary that outlines Burberry$$s GMS

$1-5.$ Discuss the differences between the global marketing strategies of Harley$-$Davidson and Toyota?

$1-6.$ Describe the differences between ethnocentric, polycentric, regiocentric, and geocentric management orientations.

$1-7.$ Identify and briefly describe some of the forces that have resulted in increased global integration and the growing importance of global marketing.

$1-8.$ Define leverage and explain the different types of leverage utilized by companies with global operations.

$1-9.$ Each July, Fortune publishes its Global $500$ listing of the world$$s largest companies. You can find the current rankings online at: www$.$fortune.com$/$global$500.$ Alternatively, you can consult the print edition of Fortune. Browse through the list and choose any company that interests you. Compare its $2017$ ranking with the most recent ranking. Has the company$$s ranking changed? Consult additional sources $($e$.$g$.,$ magazine articles, annual reports, the company$$s Web site$)$ to get a better understanding of the factors and forces that contributed to the company$$s move up or down in the rankings. Write a brief summary of your findings.

$1-10.$ There$$s a saying in the business world that $$nothing fails like success$.$ Take Gap, for example. How can a fashion retailer that was once the source for wardrobe staples such as chinos and white T$-$shirts suddenly lose its marketing edge? Motorola has also fallen victim to its own success. The company$$s Razr cell phone was a huge hit, but Motorola struggled to leverage that success. Google acquired Motorola Mobility but then sold it to Lenovo in $2014.$ Recently, Starbucks CEO Howard Shultz warned that his company and brand risk becoming commoditized. And, as noted in Case $1-3,$ some industry observers are saying that Apple has $$lost its cool$.$ If you were to make separate recommendations to management at each of these companies, what would you say?