Questions and Answers of Global Marketing

1. What are the main advantages and disadvantages for Arcus of using export modes, compared to other entry modes, for its Linie Aquavit?2. What should be Arcus’ main criteria for selecting new
1. Which region of the world would you recommend Parle Products to penetrate as its first choice?2. What kind of export mode would be most relevant for Parle Products?3. How could Parle Products
1. Discuss how its policies regarding social responsibility help Honest Tea in its exporting efforts?2. What research method would you recommend for selecting the most suitable agent in a new export
1. Do you think that Hello Kitty will continue to rule the world? What are the pros and cons?2. What are the reasons that Hello Kitty is licensed to so many different product manufacturers?3. Suggest
1. What are the most important factors determining future market demand for LEGO children’s clothes from Kabooki?2. Which other products could be considered for licensing out the LEGO brand?3. List
1. What could be the main motives for Marriott in using franchising, compared to other entry modes and operation forms?2. Identify several major categories of segmentation used by Marriott. For each,
1. What are the likely main motives for Polo Ralph Lauren to shift the entry mode from licensing to hierarchical mode in South-east Asia?2. Would you recommend them to take all geographical licenses
1. What were the main motives for SSL establishing its own distribution channels for condoms in Japan?2. What are the major barriers for SSL reaching higher market share for condoms in Japan?
1. What might have been the reasons that Danish Klassic was not able to meet expectations? Comment on the following:2. What do you think of the brand name Danish Klassic?
1. What could be the main motives for Starbucks in owning most of its coffee houses compared with other entry modes and operation forms?2. How does Starbucks’ entry into the grocery market affect
1. Explain the role of ARM as a supplier in the ‘chip’ value chain.2. What are the strengths and the weaknesses of ARM’s business model compared with Intel?3. In which end-user application
1. As a supplier of the Indego, how should Bosch’s approaches differ in the two types of distribution in Figure 2? Figure 2 looks like this:2. Which of the two distribution set-up should Bosch
1. Try to describe the complex decision-making process regarding choice of supplier for installation of new elevators and escalators in a building.2. What are Kone’s key challenges in establishing
1. What are the main motives behind the product line extension from the original Burberry trench coat into other product areas?2. Please describe the brand transformation process of Burberry? What
1. Describe HD’s general pricing strategy. What does the company’s positioning have to do with its pricing strategy?2. Should HD alter its price, given strong price pressures from rivals?3. What
1. What could be De Beers’ motives for making this ‘forward integration’ into the retail and consumer market?2. Is it a wise decision?3. How should De Beers develop its internet strategy
1. How will you characterize Tupperware’s distribution strategy in relation to the theoretical models?2. What are the advantages and disadvantages of Tupperware’s distribution model?3. How do you
1. What are the macroeconomic drivers for the growth of the logistic business?2. What are the most important issues in keeping DHL’s international competitiveness?3. How can DHL be perceived as a
1. Would you recommend that HH sponsors Bad Boys? Give reasons for your answer.2. How can an eventual sponsorship be integrated into the total marketing plan for HH clothes in the US market?The
Morgan Motor Company – can the British retro sports car brand still be successful after 100 years www.morgan-motor.co.uk1. How is Morgan’s international communication strategy different from
What different types of trade controls influence international business? What are their intended objectives?
This chapter discusses three survey response biases that could occur in international marketing research: yea-saying, extreme response bias, and social desirability bias. Describe what these biases
Explain the currency pass-through issue. When the dollar weakens against the euro, what factors will determine how much a German exporter to the United States should absorb of the losses and how much
Cross-border price coordination can range from highly centralized to very informal coordination (or none at all). What factors will determine how much flexibility is desirable in coordinating
How can a local brand such as the Philippine fast food restaurant chain Jollibee stay on top of foreign brands like McDonald’s or Wendy’s?
Do you think all member countries will ratify the Trans-Pacific Partnership (TPP) agreement? Who will benefit most from the TPP?

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