Questions and Answers of Essentials Of Marketing Analytics

2 What products are suitable for air shipping?
1 Is there an ideal mode of transportation based on market location, speed, cost, and hazard criteria?
7 Distinguish among these types of bill of lading: clean, foul, straight, and negotiable.
6 Explain the following documents: SED, dock receipt, invoice (commercial, foreign customs, and consular), certificate of origin, inspection certificate, air waybill, and bill of lading.
5 When is an export license needed?
4 Distinguish between special coverage and blanket coverage.
3 Distinguish among conference lines, independent lines, and tramp vessels.
2 Explain how the freight rates–density effect can affect the choice of transportation.
1 What are some of the hazards associated with the air, water, and land modes of transportation?
7 US Customs regulations require watches to have a small inked stamp on the movement. Seiko thus charged that the gray market Seiko watches imported into the USA were unfit because the opening for
6 Do gray marketers serve useful marketing functions – for consumers and manufacturers?
5 Sony Corp. of America, in an effort to include retailing in its operations, runs its own licensed stores in Japan and Europe. In the USA, Sony has opened the Sony Gallery of Consumer Electronics in
4 Honda created a separate dealer network for its Acura brand. Is there a need for this expensive strategy?
3 Should the distribution channels of Volkswagen and Porsche be the same?
2 How should Japan be classified: hot, moderate, or cold? Do you think this classification may change in the future?
1 Do you think that the US ETCs can compete effectively with Japanese trading companies?
8 What are gray market products? Are they legal?
7 Why is it difficult – financially and legally – to terminate the relationship with overseas middlemen? What should be done to prevent or minimize such difficulties?
6 What are the factors that affect the length, width, and number of marketing channels?
5 Explain hot, moderate, and cold countries as classified by the country temperature gradient. What are the channel implications of this classification system?
4 Explain these types of indirect channel merchants: export merchant, export drop shipper, export distributor, and trading company.
3 Explain these types of indirect channel agents: EMC, cooperative exporter, and purchasing agent.
2 Explain these types of direct channel intermediaries: foreign distributor and state-controlled trading company.
1 Distinguish between direct and indirect selling channels. What are the advantages and disadvantages of these channels?
3 If you were responsible for Schwarzkopf in the USA, what changes in the distribution system would you recommend?
2 In what other way did German assumptions about the USA market prove inadequate?
1 Why do you think it was difficult for Schwarzkopf to achieve satisfactory distribution throughout the USA?
6 Which of the two approaches – the star system or independent entrepreneurs – will provide the future for the international music industry?
5 In 2002, the top ten bestselling albums accounted for 33.5 million copies. This was only half of the 2000 sales figures.These big sellers subsidize lesser selling albums and the development of new
4 What is the potential for self-promotion versus major record company sales? If one is entrepreneurial, what are the benefits and risks of this international marketing approach?
3 Should the industry adopt Internet marketing such as the strategy of Apple Computer’s iTunes Music Store which sells downloaded songs for 99 cents? An alternative might be selling MP3 players
2 Is it the legal responsibility of the governments to control illegal music downloading over the Internet? What are the difficulties posed by the international nature of the internet? Consider one
1 How is the incredibly rapid growth of the Internet (which occupied but one paragraph in the 1997 edition of this text) helping the Shocked/Di Franco marketing method?
5 Go to the soft drink section of a supermarket. How many different types of soft-drink packages are there(in terms of size, form, and so on)? Should any of them be modified for overseas markets?
4 Is Hyundai a good name to use for an international brand? On what do you base your evaluation?
3 Discuss how certain English letters, prefixes, suffixes, syllables, or words create pronunciation difficulties for those whose native language is not English.
2 Some retailers (e.g., Sears) and manufacturers (e.g., General Motors) place their trademarks on products actually made by foreign suppliers. Discuss the rationale for these actions by these firms.
1 Should farmers brand their exported commodities (e.g., soybean, corn, beef)?
7 Cite the factors that may force a company to modify its package for overseas markets. Discuss both mandatory and optional modification.
6 Distinguish colorable imitation from counterfeit trademark.
5 Explain these legal requirements related to branding: (a) registration, (b) registration eligibility, (c) use, (d)renewal, and (e) generic trademark.
4 What are the characteristics of a good international brand name?
3 When is it appropriate to use multiple brands in (a) the same market and (b) several markets/countries?
2 Explain the “least dependent person” hypothesis and its branding implications.
1 What are the requirements that must be met so that a commodity can effectively be transformed into a branded product?
2 Was Macy’s action legally defensible? Assuming that you are a federal court judge, do you think that Macy’s use of the name could cause consumer confusion? Do you think that Macy’s labeling
1 Is Majorica a valid brand name or just a generic trademark? Does the fact that it is the name of a place(i.e., island) affect the registration eligibility and legal protection of Majorica S.A.?
5 Can standard marketing techniques (e.g., market segmentation) be used to market services locally and internationally?
4 Is it practical to offer a world product? (NB: this term should be differentiated from a standardized product.)
3 Why are US manufacturers unwilling to modify their products for overseas customers?
2 Given the implications of the IPLC theory, how should US innovating firms adjust their marketing strategies?
1 Provide examples of products for each of these IPLC stages: (0) local innovation, (1) overseas innovation,(2) maturity, (3) worldwide imitation, and (4) reversal.
7 Why do foreign governments erect barriers to US exports of services?
6 Explain the “big-car” syndrome and “left-hand-drive” syndrome.
5 Offer your arguments for product adaptation.
4 Describe the factors that make it feasible to offer a standardized product.
3 Describe briefly the IPLC theory and its marketing implications.
2 Explain (in the international context) how these product attributes affect product adoption: relative advantage, compatibility, trialability/divisibility, observability, complexity, and price.
1 By marketing in a foreign country, must a firm automatically employ geographic segmentation or other segmentation bases?
Developing countries often view foreign firms and foreign capital investment with distrust and even resentment, owing primarily to a concern over potential foreign exploitation of local natural
If a company wants to avoid foreign direct investment when marketing in foreign markets, it has a number of options. Explain.
5 Each year, foreign companies generate some $10 billion in capital and 300,000 new jobs for the US economy.As may be expected, US politicians, states, and local governments have competed
4 One of the most celebrated joint ventures is NUMMI (New United Motor Manufacturing, Inc.), a joint venture between General Motors and Toyota. It seems surprising that the two largest competitors
3 In spite of the advantages of foreign trade zones, most companies have failed to use them effectively. What are the reasons? Can anything be done to stimulate the interest?
2 Can a service be licensed for market entry purposes?
1 Since exporting is a relatively risk-free market entry strategy, is there a need for a company to consider other market entry strategies?
4 What is an FTZ? What are its benefits?
3 What are the factors that should be considered in choosing a country for direct investment?
2 What is cross-licensing or grantback?
1 Briefly explain these market entry strategies: exporting, licensing, joint venture, manufacturing, assembly operations, management contract, turnkey operations, and acquisition.
3 What should be Misawa’s strategy to enter overseas markets with the product?
2 Even supposing the absence of US consumers’ negative reactions, are there any factors that pose no problem in Japan and yet would create difficulties in the USA?
1 Do you think that such prefab houses as House 55 can gain consumer acceptance in the USA and Europe?
8 As a researcher, you have just been asked to do market research in order to make recommendations on how to market coffee in a number of Asian, European, and South American countries. What questions
7 After learning of no import barriers to its product, a US processed food manufacturer conducted market research in Japan to determine the degree of interest in cake mixes. The results were
6 Do demographic variables have universal meanings? Is there a likelihood that they may be interpreted differently in different cultures?
5 Dieting and jogging are concepts which Americans can easily relate to. Are they understood by non-Americans?
4 Discuss the reliability and validity problems in conducting a cross-national comparison study with the use of a standardized questionnaire.
3 Cite certain kinds of behavior so common in the USA that they are often taken for granted by Americans –but not by foreign observers.
2 Do you prefer observation or questioning in collecting overseas data?
1 Would Tokyo be a good test market? Why or why not?
5 What are the desirable characteristics of the MIS and IMIS?
4 Distinguish between internal and external validity. What are the implications of external validity for international marketers?
3 Distinguish among: back translation, parallel-blind translation, committee approach, random probe, and decentering.
2 Why is it difficult to employ probability sampling techniques in developing countries?
1 What are the difficulties in using and comparing secondary data from a number of countries?
2 What additional type of market research should B&R conduct? What are the sources of information for that research?
1 Do you think B&R should issue corporate credit cards in Vietnam? Why or why not?
5 Do you think it is worthwhile to appeal to opinion leaders and innovators in foreign markets?
4 Compared to Americans, are Asians and Africans: (1) more group oriented, (b) more family oriented, and(c) more concerned with social status? How might such orientations affect the way you market
3 Because personality is related to an individual person, is it possible for citizens of a country to have unique personality traits? Does a nation have its own national character?
2 Are the same buying motives effective worldwide?
1 Do you feel that consumer differences can be adequately explained by the all-encompassing concept of culture? Is it a waste of time to employ other psychological and social concepts to understand
5 Do social classes exist in the USA, the so-called land of equality?
4 Explain how attitudes toward (a) marketing and (b) women may vary across countries.
3 Are consumers’ perceptions of products affected by the information concerning the products’ countries of origin?
2 Are rational motives more effective than their emotional counterparts in motivating consumers to make a purchase?
1 Distinguish among these three disciplines in terms of the unit of analysis: psychology, sociology, and anthropology.
10 What are some of the unique characteristics of the US culture? What are some of the unique business characteristics of the Japanese culture?
9 What are the stereotypes of the following groups: Arabs, Asians, Africans, and Latin Americans? Why is it undesirable to use stereotyping as a basis to understand foreigners? Also identify the

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