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Questions and Answers of Marketing

Describe the three value disciplines for delivering superior customer value and explain why classifying competitive strategies in this way is appealing.
Discuss the advantages of being a market follower and the factors to consider when pursuing this strategy.
Compare and contrast product-oriented, competitor centered, customer-centered, and market-centered companies. Which orientation is the best?
Form a small group and discuss the differences between increasing market share and increasing customer share. What factors should a company consider when deciding on which to focus?
Research “blue ocean strategy” and discuss examples of companies that have succeeded in pursuing this strategy. Do companies developing uncontested market spaces necessarily have to be innovative
Identify a company following a market niche strategy in each of the following industries: higher education, apparel, soft drinks, and rental cars.
Who are Apple’s iPad competitors? What is Apple’s competitive position in this industry? Apple has hit three home runs in less than ten years—the iPod, iPhone, and iPad. Apple sold three
Why is Apple virtually giving away this platform to third-party applications developers? Wouldn’t it be more profitable for Apple to generate more revenue from its App Store? Apple has hit three
Using Google, search for “iPad teardown” to find what information is available on the iPad. Is it ethical to tear down a product and share that information publicly or sell it to other firms
iFixit used the iPad teardown as a publicity stunt to promote its repair business. Apple is a “closed company” and doesn’t want users repairing its products. In fact, users cannot replace a
Calculate Apple’s gross margin per unit and gross margin as a percentage of sales for the 16 GB iPad. What is Apple’s gross margin if the company sells 10 million iPads? The base Wi-Fi 16 GB iPad
What will happen to the gross margin generated by the iPad if Apple reduces the price by $100? The base Wi-Fi 16 GB iPad was introduced at $499; like all electronic products, Apple will likely lower
Where would you put Ford in terms of competitive position? Why? The old phrase, “The bigger they are, the harder they fall,” perfectly describes what has happened to the U.S. auto industry over
Is Ford a market-centered company? How can it improve in this area? The old phrase, “The bigger they are, the harder they fall,” perfectly describes what has happened to the U.S. auto industry
How does Ford’s Sync contribute to its competitive advantage? Is this a sustainable advantage? The old phrase, “The bigger they are, the harder they fall,” perfectly describes what has happened
Explain what is meant by the term global firm and list the six major decisions involved in international marketing.
Discuss the types of restrictions governments might impose on trade between nations.
Name and define the four types of country industrial structures.
What factors do companies consider when deciding on possible global markets to enter?
Discuss the three ways to enter foreign markets. Which is the best?
Discuss how global distribution channels differ from domestic channels.
Visit www.transparency.org and click on “corruption perception index.” What is the most recent Corruption Perceptions Index (CPI) for the following countries: Denmark, Jamaica, Malaysia, Myanmar,
The United States restricts trade with Cuba. Visit the U.S. Department of the Treasury Web site at www.ustreas.gov/ offices/enforcement/ofac to learn more about economic and trade sanctions. Click on
Learn more about how GE used reverse innovation to capitalize on opportunities in the United States. Find two other examples of reverse innovation for technological products. “Reverse
Discuss two examples of reverse innovation for nontechnology products. “Reverse innovation,” “innovation blowback,” and “trickle-up innovation” are terms used to describe the process by
Should U.S. companies be penalized for importing their own products from other countries? Imagine Ford building a passenger van in Turkey, shipping it to the United States, and then ripping out the
Although Ford is complying “with the letter of the law,” are Ford’s actions proper? Imagine Ford building a passenger van in Turkey, shipping it to the United States, and then ripping out the
Visit www.bea.gov and find the U.S. international trade in goods and services for the most recent year available. What does that number mean? A country’s import/export activity is revealed in its
Search the Internet for China’s balance of trade information for the same year. How does it compare to that of the United States?A country’s import/export activity is revealed in its
Does Nokia have a truly global strategy or just a series of regional strategies? Explain. What brand of cell phone do you own? If you’re living in the United States, chances are it isn’t a Nokia.
Consider the different global marketing environments discussed in the text. How do these environments differ in developing versus developed countries? What brand of cell phone do you own? If you’re
Discuss Nokia’s global strategy in terms of the five global product and communications strategies. What brand of cell phone do you own? If you’re living in the United States, chances are it
Can competitors easily replicate Nokia’s global strategy? Why or why not? What brand of cell phone do you own? If you’re living in the United States, chances are it isn’t a Nokia. But if
Based on the most recent competitive threats, what do you predict for Nokia in the coming years? What brand of cell phone do you own? If you’re living in the United States, chances are it isn’t a
Give as many examples as you can for how International Paper defies the common social criticisms of marketing. What image comes to mind when you hear the words industrial corporation?
Why is IP successful in applying concepts of sustainability? What image comes to mind when you hear the words industrial corporation? Pollution-belching smoke stacks? Strip-mined landscapes?
Analyze IP according to the environmental sustainability portfolio in Figure. What image comes to mind when you hear the words industrial corporation? Pollution-belching smoke stacks? Strip-mined
Does IP practice enlightened marketing? Support your answer with as many examples as possible. What image comes to mind when you hear the words industrial corporation? Pollution-belching smoke
Would IP be more financially successful if it were not so focused on social responsibility? Explain. What image comes to mind when you hear the words industrial corporation? Pollution-belching smoke
The marketer’s task is the same whether applied in Dime box, Texas, or Dares Salaam, Tanzania. Discuss.
How can the increased interest in international marketing on the part of U.S. firms be explained?
Discuss the four phases of international marketing involvement.
Discuss the conditions that have led to the development of global markets.
Differentiate between a global company and a multinational company.
Differentiate among the three international marketing concepts.
Discuss the three factors necessary to achieve global awareness.
Define and discuss the idea of global orientation.
Discuss the globalization of the U.S. economy.
Differentiate among the current account, balance of trade, and balance of payments.
Explain the role of price as a free market regulator.
Theoretically, the market is an automatic, competitive, self-regulating mechanism which provides for the maximum consumer welfare and which best regulates the use of the factors of production.”
What is the role of profit in international trade? Does profit replace or complement the regulatory function of pricing? Discuss.
Why does the balance of payments always balance, even though the balance of trade does not?
Enumerate the ways in which a nation can overcome an unfavorable balance of trade.
Support or refute each of the various arguments commonly used in support of tariffs.
Does widespread unemployment change the economic logic of protectionism?
Review the economic effects of major trade imbalances such as those caused by petroleum imports.
Discuss the main provisions of the Omnibus Trade and Competitiveness Act of 1988.
The Tokyo Round of GATT emphasized the reduction of nontariff barriers. How does the Uruguay Round differ?
Discuss the impact of GATS, TRIMs, and TRIPs on global trade.
Discuss the evolution of world trade that led to the formation of the WTO.
Visit www.usitc.gov/taffairs.htm (U.S. Customs tariff schedule) and look up the import duties on leather footwear. You will find a difference in the duties on shoes of different value, material
The GATT has had a long and eventful history. Visit www .wto.org/wto/about/about.htm and write a short report on the various rounds of GATT. What were the key issues addressed in each round?
Why study geography in international marketing?
Why study a country’s history?
How does an understanding of history help an international marketer?
Why is there a love–hate relationship between Mexico and the United States?
Some say the global environment is a global issue rather than a national one. What does this mean?
Discuss the bases of world trade. Give examples illustrating the different bases.
The marketer “should also examine the more complex effect of geography on general market characteristics, distribution systems, and the state of the economy.” Comment.
The world population pattern is shifting from rural to urban areas. Discuss the marketing ramifications.
World trade routes bind the world together. Discuss.
Discuss how your interpretations of Manifest Destiny and the Monroe Doctrine might differ from those of a native of Latin America.
The telegraph, the telephone, television, satellites, the computer, mobile phones, and the Internet have all had an effect on how international business operates. Discuss how each of these
What role does the marketer play as a change agent?
Discuss the three cultural change strategies a foreign marketer can pursue.
Culture is pervasive in all marketing activities. Discuss.
What is the importance of cultural empathy to foreign marketers? How do they acquire cultural empathy?
Why should a foreign marketer be concerned with the study of culture?
What is the popular definition of culture? Where does culture come from?
Members of a society borrow from other cultures to solve problems that they face in common. What does this mean? What is the significance to marketing?
For the inexperienced marketer, the similar-but-different aspect of culture creates an illusion of similarity that usually does not exist. Discuss and give examples.
Outline the elements of culture as seen by an anthropologist. How can a marketer use this cultural scheme?
Social institutions affect culture and marketing in a variety of ways. Discuss, giving examples.
Markets are the result of the three-way interaction of a marketer’s efforts, economic conditions, and all other elements of the culture. Comment.
What are some particularly troublesome problems caused by language in foreign marketing? Discuss.
Suppose you were asked to prepare a cultural analysis for a potential market. What would you do? Outline the steps and comment briefly on each.
Cultures are dynamic. How do they change? Are there cases in which changes are not resisted but actually preferred? Explain. What is the relevance to marketing?
How can resistance to cultural change influence product introduction? Are there any similarities in domestic marketing? Explain, giving examples.
Innovations are described as either functional or dysfunctional. Explain and give examples of each.
Defend the proposition that a multinational corporation has no responsibility for the consequences of an innovation beyond the direct effects of the innovation, such as the product’s safety,
More than tolerance of an alien culture is required; there is a need for affirmative acceptance of the concept different but equal. Elaborate.
We should also bear in mind that in today’s business-oriented world economy, the cultures themselves are being significantly affected by business activities and business practices. Comment.
In dealing with foreign businesses, the marketer must be particularly aware of the varying objectives and aspirations of management. Explain.
Suggest ways in which persons might prepare themselves to handle unique business customs that may be encountered in a trip abroad.
Business customs and national customs are closely interrelated. In which ways would one expect the two areas to coincide, and in which ways would they show differences? How could such areas of
Identify both local and foreign examples of cultural imperatives, electives, and exclusives. Be prepared to explain why each example fits into the category you have selected.
Contrast the authority roles of top management in different societies. How do the different views of authority affect marketing activities?
Do the same for aspirational patterns.
What effects on business customs might be anticipated from the recent rapid increases in the level of international business activity?

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