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business
global marketing

Questions and Answers of Global Marketing

Discuss how the political/legal environment will affect the attractiveness of
Explain the steps in competitive benchmarking.
Analyse the basic sources of competitive advantage.
Explore the idea behind the ‘competitive triangle’.
collaborative (five sources) model.
Explain how Porter’s traditional competitive-based five forces model can be extended to
Discuss the factors influencing the firm’s international competitiveness.
micro level.
macro level to
broader perspective from
Define the concept ‘international competitiveness’ in
Explain the term ‘Born Global’ and its connection to Internet marketing.
subcontractor.
Explain and discuss the relevance of the network model for an SME serving as
Discuss the different factors which influence internationalization of services.
Explain the most important determinants for the internationalization process of SMEs.
firm’s internationalization process:1the Uppsala internationalization model;2the transaction cost theory; and 3the network model.
Analyse and compare the three theories explaining
Discuss the critical barriers in the process of exporting.
Describe different factors hindering export initiation.
Explain the difference between internal and external triggers of export initiation.
Analyse the triggers of export initiation.
Explain the difference between proactive and reactive motives.
Discuss the reason (motives) why firms go international.
Identify and discuss different ways of internationalizing the value chain.
Describe and understand the concept of the value chain.
holistic perspective.
Explain the role of global marketing in the firm from
Identify drivers for ‘global integration’ and ‘market responsiveness’.
Characterize and compare the management style in SMEs (small and medium-sized enterprises) and LSEs (large-scale enterprises).
What is the difference in the cooperative relationship that Philips has with Nivea (Cool Skin) and that with WilliamsF1?
Who are the target groups for the:(a) ‘rowing boat’ advertising campaign(b) ‘gift’ advertising campaign(c) WilliamsF1 advertising campaign?
How will you characterize and explain the crossnational advertising ‘rowing boat’ campaign?
How can Philips increase the worldwide share of ‘dry shaving’?
What are the key success factors (KSFs) in the male shaving market? How are they different from the female shaving market?
matrix organizational structure.
Discuss the benefits gained by adopting
Identify the major weaknesses inherent in the international division structure.
Performance reviews of subsidiary managers and personnel are required rarely, if at all, by headquarters. Why?
firm need them?
What is meant by performance indicators? Why does
Discuss why firms need global marketing controls.
firm may affect its planning process.
Discuss how the international organization of
Discuss to what degree the choice of organizational structure is essentially a choice between headquarters centralization and local autonomy.
global market strategy?
national market strategy or
standardized process of more benefit to the company pursuing
Discuss the pros and cons of standardizing the marketing management process.Is
What key internal/external factors influence the organizational structure? Can you think of additional factors? Explain.
Identify appropriate organizational structures for managing international product development. Discuss key features of the structure(s) suggested.
firm’s international organization can be divided into different stages. Identify these stages and discuss their relationship to the international competitiveness of the firm.
This chapter suggests that the development of
Why is it so difficult for an international marketer to deal with bribery?
What are your views on lobbying efforts by foreign firms?
Compare and contrast the negotiating styles of Europeans and Asians. What are the similarities? What are the differences?
Should expatriate personnel be used? What are some of the difficulties they may encounter overseas? What can be done to minimize these problems?
Japanese firm for the first time.How would you prepare for the assignment if it is taking place: (a) in the Japanese headquarters; (b) in one of its European subsidiaries?
European preparing to negotiate with
You are
Explain why the negotiation process abroad may differ from country to country.
Identify and discuss problems associated with allocating the company’s promotion budget across several foreign markets.
Explain how the multinational firm may have an advantage over local firms in training the sales force and evaluating its performance.
Evaluate the ‘percentage of sales’ approach to setting advertising budgets in foreign markets.
What is meant by saying that advertising regulations vary around the world?
Explain how personal selling may differ overseas from how it is used in the home market.
Why do more companies not standardize advertising messages worldwide?Identify the environmental constraints that act as barriers to the development and implementation of standardized global
Compare domestic communication with international communication. Explain why‘noise’ is more likely to occur in the case of international communication processes.
global company to centralize the coordination of its foreign market distribution systems? When would decentralization be more appropriate?
When would it be feasible and advisable for
In attempting to optimize global marketing channel performance, which of the following should an international marketer emphasize: training, motivation or compensation? Why?
What are the factors that affect the length, width and number of marketing channels?
Discuss current distribution trends in world markets.
Why is it often difficult to compute fair arm’s-length transfer prices?
transfer price (for transactions between affiliated companies)?
What methods can be used to compute
International buyers and sellers of technology frequently disagree on the appropriate price for knowledge. Why?
In order to protect themselves, how should marketers price their product in a country with high inflation?
Explain how exchange rate and inflation affect the way you price your product.
What are the major causes of international price escalation? Suggest possible courses of action to deal with this problem.
good international brand name?
What are the characteristics of
Discuss the decision to add or drop products to or from the product line in international markets.
Identify the major barriers to developing international brands.
What are the distinguishing characteristics of services? Explain why these characteristics make it difficult to sell services in foreign markets.
Discuss the factors that need to be taken into account when making packaging decisions for international product lines.
branded product?
commodity can effectively be transformed into
What are the requirements that must be met so that
Why is the international product policy likely to be given higher priority in most firms than other elements of the global marketing mix?
To what degree should international markets be offered standardized service and warranty policies that do not differ significantly from market to market?
How would you distinguish between services and products? What are the main implications of this difference for the global marketing of services?
complex and time-consuming decisionmaking process. What are the marketing implications of this for the potential subcontractor?
Project export is often characterized by
How are project exports/turnkey projects different from general subcontracting in the industrial market?
Explain the main differences between the US and the Japanese subsupplier systems.
Explain the shift from seller to buyer initiative in subcontracting.
Describe the typology of subcontractors based on the differences in the contractor/subcontractor relationship.
What are the reasons for the increasing level of outsourcing to international subcontractors?
region?

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