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global marketing

Questions and Answers of Global Marketing

1. Adapt the fundamentals of marketing in order for the firm to take advantage of the opportunities in emerging markets.
23. See Jun and Yip, 1998, p. 76.
22. From Steinhauer, 1997.
21. From Jun and Yip, 1998, p. 73.
20. From Steinhauer, 1997. See also, “Luxury Brands Target Asians’ Desire to Show Off Wealth,”www.AFP Google.com, January 13, 2008.
19. See Landler, 1998.
18. This section draws on Yip, 1998; Garten, 1997; and Lasserre and Schuette, 1995. Thanks are extended to Chong Lee and Stephen Gaull from whose research part of this section is also drawn.
17. From Barks, 1994.
16. See Rosenberg, 1993.
15. See Turner and Karle, 1992.
14. See, for example, Crossborder Monitor, April 21, 1993.
13. From Krauss, 1998.
12. From Crossborder Monitor, November 24, 1993, p. 2. See also, Nicholls et al., 1999.
11. See Schemo, 1998.
10. See Sanchez, 1992.
9. From “Tropicana Enters South American Juice Market,” PR Newswire (PRN) on ProQuest Business Dataline, February 21, 1994.
8. From Barks, 1994.
7. See Capell, 1998.
6. From Krauss, 1998.
5. See Krauss, 1998.
4. See Kotabe and Arruda, 1998. In 2004, as Brazilian AmBev and Interbrew merged to become inBev, Brahma became a brand in the InBev product line-up
3. See the Crossborder Monitor, February 16, 1994.
2. This section draws on Garten, 1997, and on research assistance by Kerri Olson, Ernesto Priego, and Huyn Jung.
1. Papadopoulos and Heslop, 1993, discuss many of these remnants of the past in Chapter 2 of their book.
5. Why might a successful North American marketer not be the best one to head the company’s marketing effort in Latin America? What about in Asia? In India? What kind of person is needed, and how
4. What are the reasons why entry into the Korean market is so expensive?
3. Use the Web sites of PC manufacturers to do an analysis of the competitive situation facing Acer, the Taiwanese PC maker, when expanding into other Asian countries. Is Acer’s Taiwanese origin an
2. Discuss the major factors that affect market acceptance of a new consumer product in a Latin American country. In an Asian country. In India. Any similarities?
1. For a product category of your choice (select one with which you might want to work, for example), search in news media and online data sources to generate a market evaluation for an Indian,
5. Tap into the pent-up demand in these markets where standardized global products and brands can be successful at an early stage, but where customers very quickly become more similar to the fickle
4. Develop marketing programs for new-growth market in a newly industrialized economy where there is less stress on new-product development and more on generic market development for existing
3. Use trade blocs as markets for these economies because the blocs are large enough compared to the stand-alone markets, which tend to be too small for targeting.
2. Understand how many of these countries are directly affected by global turmoil but still have strengths both as markets and as producers with sustained potential for the longer run.
1. See how new growth markets in Asia, Latin America, and elsewhere have become the new sources of growth for global companies.
what is the
19. See “Kiwis world’s most satisfied,” National Business Review, July 5, 2007.
18. This section draws on FitzRoy, Freeman, and Yip, 2000, and on Cartwright and Yip, 2000.
17. See Czinkota and Woronoff, 1991, p. 91.
16. This section draws on Johansson and Hirano, 1995. The Structural Impediments Initiative (SII)was an agreement in the early 1990s between the United States and Japan to dismantle distribution and
15. Fields, 1989, paints a vivid picture of Japanese consumers.
14. This section draws on Johansson and Nonaka, 1996, and Internet sources. Thanks are due to Kennedy Gitchel for reviewing and updating the material.
13. See Bartlett, 1983.
12. From Halliburton and Hünerberg, 1993.
11. See Hofstede et al., 1999.
10. See Dalgic, 1992.
9. From “Volvo Trucks Europe,” case no. 17 in Kashani, 1992.
8. See Halliburton and Hünerberg, 1993.
7. This section is based on Cecchini, 1988, on Quelch et al., 1991, on Johansson, 1989, and current newspaper sources accessed on the Internet. Here, as elsewhere, Raul Alvarez of Comcast provided
6. See Albrecht, 1992, and Fornell, 1992, for a fuller presentation of what customer satisfaction involves in different markets.
5. See Johansson, 1994.
4. See Kerin et al., 1992.
3. The diffusion of manufacturing technology that drives this development exemplifies the Vernon international product cycle (IPC; see Chapter 2).
As the multinational companies expand their manufacturing operations across the globe, the same process can be expected to make customers reevaluate their stereotypes of the countries. So,
5. Use news media and online access to track the impact of the single European currency introduction in January 1999. What seem to be the main marketing implications from the euro’s arrival?How has
4. What are the reasons why entry into the Japanese market is so expensive?
3. Other than offering low prices, what can a Third World country do to get its products accepted by consumers in a mature economy? Can you find an example of a successful entry from such a country?
2. Use the Internet and company Web sites to find out the competitors in the Australian/New Zealand market for beer. Which global brands are present, and which are not?
1. From library research (including the Internet), identify how a product and brand of your choice is advertised differently—or similarly—in a European country and North America. How are the
5. Develop regional strategies by identifying specific segments that are similar across markets.
4. Use trade blocs as important determinants of regional market segments, encouraging the development of pan-regional products and programs.
3. Recognize that despite surface similarities between mature markets, fine-tuned segmentation and positioning strategies are necessarily localized.
2. Understand how mature markets are often different because the consumers want to—and can afford to—get back to their cultural roots.
1. Analyze the increasingly fickle consumer in mature markets where “The customer is king” and the most advanced marketing tools and techniques apply.
5. If you were Andrea Illy, what strategic plan would you develop?
4. Do Illy and Starbucks compete or not? How likely are they to compete in the future?
3. Franchising would seem a natural entry mode for Starbucks, but the chain sometimes owns the shops even abroad• . What could be the explanation?
2. How internationally mobile is the Starbucks concept?Any barriers to entry?
1. What are Starbucks CSAs and FSAs? How do these advantages explain the chain’s success in the United States?
21. Global brand names also give the manufacturers more clout in international distribution channels, a topic we will return to in Chapter 15.
20. Adapted from Johansson and Thorelli, 1985.
19. This is the problem of extrinsic (discounted price) versus intrinsic (less than ideal features)motivations, a topic researched in consumer behavior. See, for example, Szybillo and Jacoby, 1974.
18. In an interesting study of consumers in France, Korea, and Spain, Du Preez et al., 1994, showed how ideal points and attribute importance in automobiles differed between the countries. A
17. This illustration is adapted from Koten, 1984.
16. Most marketing texts will have a discussion of the basics of product space maps. See, for example, Kotler and Keller, 2006.
15. The standard terminology is used here with “product” positioning also covering services. Ries and Trout, 1982, give the classic account of the psychology of positioning. A good treatment of
14. This section draws from Steenkamp and Ter Hofstede, 2002.
13. See, for example, Craig and Douglas, 2005.
12. The examples of the Japanese approach to marketing research here and in several other places in this chapter are mainly drawn from Johansson and Nonaka, 1996.
11. The “revealed preference” theory in microeconomics is based on the same notion.
10. Johansson and Nonaka, 1987, give examples of how the Japanese companies do this.
9. See Craig and Douglas, 2005. This book and the one by Churchill and Iacobucci, 2004, are drawn on for much of the material in this section.
8. The actual cities chosen depend of course on the type of product involved, where the target segment is located, and what the available resources are. In general, however, foreign entrants tend to
7. Malhotra, 1993, Chapter 6, offers a thorough discussion of qualitative research with an international flavor.
6. See Alden, 1987.
5. See Lee and Green, 1991.
4. See Fishbein and Ajzen, 1975. An early application in marketing is presented in Ryan and Bonfield, 1975.
3. There are many studies of “information overload,” including Jacoby et al., 1974, and Keller and Staelin, 1987.
2. See Blackwell et al., 1995.
1. The idea of goal-oriented consumer behavior is by no means new—see, for example, Hall, 1976, or Solomon, 2008. But it is important to keep it in mind, since some non-Western religions have a
5. When discussing product positioning, the chapter used examples of Japanese cars entering Western markets. Using this framework, how would you analyze the reception given to the Japanese luxury
4. How would you go about finding out whether consumers in a country are against global brands or not? Whether they are anti-American brands only? Whether they are more in favor of domestic brands
3. How would you go about doing consumer research to find if a product has different core benefits for different local markets abroad? Motivate and explain your research design.
2. To what extent do you think consumers in different countries will take to shopping on the Internet?For which part of the consumer decision process would the Internet be especially relevant?
1. The text suggests that people buy what they buy for a reason. Why do college professors in the United States favor bag lunches while college professors elsewhere have lunch in a restaurant?Why do
3. The criteria should facilitate the selection of adequate media through which marketers can communicate with the segment. This requirement suggests that“Teenagers” is a more useful criterion
2. The criteria should be reflected in published data so that the size of the segment can be calculated. “Lifestyle” may be less useful than “Level of education” in this regard.
1. The criteria help to recognize the factors influencing the segment’s buying behavior, both consumption level and choice between competing brands. “Political party affiliation” may be a less
5. Configure product positioning to account for the possible shifts in the market as the new brand enters
4. Tailor the segmentation scheme to the stage of the life cycle and to local attitudes, social norms, and existing loyalties.
3. Do local market research with translated questionnaires, controlling for measurement problems, differences in how people respond to surveys, and problems of sample equivalence.

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