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business
global marketing

Questions and Answers of Global Marketing

How should Lifan overcome the cultural differences if they decide to enter the western European market?
How can the difference in marketing management philosophy be explained by the differences in culture between western Europe and China?
Based on the information in the case, how is the international marketing management philosophy in Lifan different from a typical company in western Europe?
Discuss whether the world’s cultures are converging or diverging.
Discuss the strengths and weaknesses of Hofstede’s model.
Explain the ‘4 + 1’ dimensions in Hofstede’s model.
Define culture and name some of its elements.
Discuss how the sociocultural environment will affect the attractiveness of a potential market.
Explain why and how prices escalate in export selling.
Explain what is meant by experience curve pricing.
Discuss the conditions that affect terms of payment.
Describe HD’s general pricing strategy. What does the company’s positioning have to do with its pricing strategy?
What should HD do to improve its market share in Europe?
Evaluate the price level of Gillette’s Fusion.
If you were a representative of the Vaseline (Unilever) management, how would you justify the price difference? What extra customer value do you create by selling the jelly as Lip Therapy in small
How would you price the Vaseline Intensive care lotion in the Phillippines compared to UK?
Explore the determinants of channel decisions.
Describe the most common export documents.
Define and explain the main modes of transportation.
Explain how the internationalization of retailing affects the manufacturer.
Define grey markets and explain how to deal with them.
Is it a wise decision?
Prepare illustrations of the distribution channels of mobile phones from Nokia to its end consumers in the United States.
What can Nokia do to recapture the number 1 position in the US market?
What are the macroeconomic drivers for the growth of the logistics business?
Discuss the possibilities of marketing via the Internet.
Define and explain the concept of viral marketing.
How is the Morgan’s international communication strategy different from mainstream mass-produced cars?
How can Morgan use celebrities in the communication strategy?
How can Morgan make use of the new social media?
Prepare a global communication plan for the new Aero SuperSport.
What was the main motive for Richard Pernod’s acquisition of V&S (including Absolute Vodka) in 2008?
Which alternative marketing strategies does V&S Absolut Spirits have to increase its market share for:(a) Absolut Vodka in the USA?(b) Absolut Vodka in Europe (including Eastern Europe)?(c) Absolut
Did Absolut Vodka have the right competences for achieving international success for its Absolut Cut?
Should Absolut Vodka relaunch a mixer product in the global FAB market?
What elements of the Guinness international marketing strategy would you focus on in order to increase both global sales volume, value and profits?
What were the main reasons for the success of Mecca Cola around 2005?
How should Taoufiq Mathlouthi prepare his sales force culturally for selling Mecca Cola to European supermarket chains?
Can Taoufiq Mathlouthi repeat the international Mecca Cola success with the new coffee shop chain and new energy drink Mecca Power?
Explain the pitfalls and opportunities of global account management.
Describe the key elements of the marketing control system.
Explain how a global marketing budget is established.
Did Mars Inc. do the right thing in your opinion?
Is it a good idea to shift the Henkel organization from a more product- to a more customer-centric approach?
What are the challenges of being a customerdriven multinational that serves both B2B and B2C customers?
How can Henkel intensify the B2B relation with its key global customers?
What do you think of the change in Sony Music Entertainment’s organizational structure, from a geographical structure to an artist-driven organization?
How would you produce a sales and marketing budget for Pink’s forthcoming single and album?
Which marketing mix would you suggest to increase Sony Music Entertainment’s share in the UK market, where the company has less than 20 per cent market share?
Discuss acquisition as a possible growth strategy
Which of the three business opportunities (the original OneCafé product, Cafe2Fly and FarmMountain shop) would you recommend the OneCafémanagement to focus on in future?
For the original OneCafé product: which international partners should OneCafé try to cooperate with and how? Set up a priority list of potential cooperation partners.
Would it be relevant for the OneCafé management to use the global account management (GAM)concept? If yes, how should it be used?
Who are the target groups for the:(a) ‘rowing boat’ advertising campaign(b) ‘gift’ advertising campaign(c) AT&T Williams advertising campaign?
What is the difference in the cooperative relationship that Philips has with Nivea (Cool Skin) and that with AT&T Williams?
Vipp is considering increasing its marketing budget by 3100,000 per year for its bin. What would be the break-even point of such an extra marketing cost? (Assume Vipp ex-works price of 380 and a
In your opinion, on which marketing activities should the 3100,000 be used, and how should Vipp measure the effect of the marketing investment?
Discuss the pros and cons of using a company’s own sales force as opposed to agents. Draw a conclusion based on your discussion.
Why is the international marketer interested in the age distribution of the population in a market?
Identify different types of barrier to the free movement of goods and services.
How do the stages that a company goes through evolve as its operations become more globalized?
What external influences does a company encounter when determining how and where to conduct business globally?
In your opinion, is globalization inevitable? Are the overall benefits of globalization positive? What are the gains and losses from globalization?
What are the biggest problems in forecasting future demand for a sub-supplier such as Sauer-Danfoss?
Which political and economic factors in the global environment would have the biggest effect on the future global sales of Sauer-Danfoss hydraulic components/systems to:(a) manufacturers of
How could the G-20 do a better marketing job in communicating its views to the global audience?
How could these protests affect the operations of multinational companies?
What were the key arguments of the antiglobalization groups?
Evaluate consequences of the EMU and the euro on European business.
Discuss the benefits and drawbacks associated with regional economic integration.
Define regional economic integration and identify different levels of integration.
Explain how managers can influence local politics.
Explore why the structure of consumption is different from country to country.
Describe the major trading blocs.
Distinguish between tariff barriers and non-tariff barriers.
Explain the steps in a political risk-analysis procedure.
Distinguish between political factors in the home country environment and the host country environment.
Discuss how the political/legal environment will affect the attractiveness of a potential foreign market.
Generally, how is marketing research done in an international environment different from national marketing research?
How is Ziba transforming knowledge about consumer behaviour into meaningful insights that can help its customers?
Generally, why is ‘defining the research problem’a crucial part of the research process?
Describe some of the market research methodologies that Ziba make use of.
How will you use market analysis methods for estimating the possible European market share of Tchibo coffee shops?
How would you estimate the potential market for coffee shops (in general) in Europe?
Which market analysis should be made in Eastern Europe in order to target the right promotion campaign to the right customer group?
Understand the relevance of the World Wide Web as an important data source in global marketing research.
Understand how online surveys are carried out.
Discuss opportunities and problems with qualitative market research methods.
Distinguish between different research approaches, data sources and data types.
Discuss the key problems in gathering and using international market data.
Link global marketing research to the decision-making process.
Explain the importance of having a carefully designed international information system.
Where and how can CPW create further international sales growth?
Suggest how CPW can create a blue ocean strategy.
Evaluate the international competitiveness of CPW compared to the Kellogg Company.
How can General Mills and Nestlé create international competitiveness by joining forces in CPW?
Give a well-reasoned proposal for Bridgestone’s distribution and communication strategies in a market chosen by you.
Give a well-reasoned proposal for criteria to be used by Bridgestone when choosing a market (country)that requires a larger marketing effort (you can also include central and Eastern Europe).
Make an assessment of the alternative competitive strategies that Bridgestone can pursue to strengthen its European market position (you can also include central and Eastern Europe).
Make an assessment of the competitive strategies that Michelin, Continental and Goodyear respectively may pursue to strengthen their European market positions.

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