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marketing management

Questions and Answers of Marketing Management

Do individual consumers care where their sugar comes from? If not, should they?
Why do Europe and the United States spend so much on agricultural subsidies?
Do you think companies are doing enough to act responsibly and ensure that human rights standards are upheld for workers both inside and outside their home countries?
Should the subject of working conditions be included in international trade agreements?
If higher wages in toy factories led to higher prices in the United States for toys, how would the toy industry be affected?
How have the low wages paid in developing country manufacturing operations affected the number of manufacturing jobs in the high-wage Triad countries?
Do you think toy company executives-in Japan, the United States, and elsewhere-should take steps to ensure the safety and welfare of factory workers in developing countries? Why or why not?
What is the difference between a letter of credit and other forms of export-import financing? Why do sellers often require letters of credit in international transactions?
What are the various types of duties that export marketers should be aware of?
Governments often pursue policies that promote exports while limiting imports. What are some of those policies?
Describe the stages a company typically goes through as it learns about exporting.
Why is exporting from the United States domi- nated by large companies? What, if anything, could be done to increase exports from smaller companies?
What is the difference between export marketing and export selling?
Do you think Honda and Toyota are using the right strategy to appeal to Gen Y?
Why are Japanese automakers targeting Gen Y?
Evaluate the appropriateness of Nokia's marketing program for the N-Gage in terms of the desired target market.
What factors were paramount in Nokia's decision to enter the game-playing market?
How does Nokia segment the market for cell phones?
What is a high-touch product? Explain the difference between high-tech product positioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.
What is positioning? Identify the different positioning strategies presented in the chapter and give examples of companies or products that illustrate each.
American Isuzu Motors recently introduced the AXIOM SUV in the United States with a base sticker price of $25,985. The base price for a Honda CR-V is $18,750; prices for Toyota's RAV-4 start at
Compare and contrast standardized, concen- trated, and differentiated global marketing. Illustrate each strategy with an example from a global company.
Explain the difference between segmenting and targeting.
Identify the five basic segmentation strategies. Give an example of a company that has used each one.
Do you believe developing products for low-income consumers in emerging markets is the right strategy?
Summarize the role of market research in Whirlpool's globalization strategy. What different types of research methodologies does the company use? What are the advantages of each methodology described
Describe Whirlpool's global marketing strategy.
Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?
What is the difference between existing, latent, and incipient demand? How might these dif- ferences affect the design of a marketing research project?
Outline the basic steps of the market research process.
Assume that you have been asked by the pres- ident of your organization to devise a sys- tematic approach to scanning. The president does not want to be surprised by major market or competitive
What are the different modes of information acquisition? Which is the most important for gathering strategic information?
Assess attempts by some U.S. policymakers to limit or end enforcement of the embargo rather than the embargo itself. Do you agree with this approach?
Who benefits the most from an embargo of this type? Who suffers?
What was the key issue that prompted the EU to take the Helms-Burton dispute to the WTO?
Assess the differing positions of A-B's Steve Burrows and Mike Benner of the Campaign for Real Ale. Is beer a "local" product?
Do you agree with Anheuser-Busch's decision to break off negotiations and go to court on a country-by-country basis to assert its rights to the Budweiser name?
Assess Anheuser-Busch's effort to reach an agreement with the Czechs to invest in Budvar. What, if anything, should the American company have done differently?
"See you in court" is one way to respond when legal issues arise. What other approaches are possible?
You are an American traveling on business in the Middle East. As you are leaving country X, the passport control officer at the airport tells you there will be a passport "processing" delay of 12
Global marketers can avoid legal conflicts by understanding the reasons conflicts arise in the first place. Identify and describe several legal issues that relate to global commerce.
Briefly describe some of the differences between the legal environment of a country that embraces common law and one that observes civil law.
Describe some of the sources of political risk. Specifically, what forms can political risk take?
What is sovereignty? Why is it an important consideration in the political environment of global marketing?
How important is culture in children's toy preference? Will cultural differences result in failure for Mattel as the company faces new competitors in the Middle East?
What strategies should Mattel employ to combat the threat from the Susi doll in Latin America?
Mattel has experienced problems in entering the Japanese market. How could Mattel have achieved greater success in Japan?
Describe Mattel's global marketing strategy for Barbie and assess its success.
What recommendations would you make to help cure the ills of the coffee market?
A recent study by the United Kingdom's Institute of Grocery Distribution determined that the majority of consumers do not buy fair trade products. The report noted, "Self-interest is at the center of
Is it important for coffee marketers such as Starbucks, Kraft, and Nestl to create "ethical supply chains"? Why?
Compare and contrast the United States and Japan in terms of traditions and organizational behavior and norms.
Briefly explain the social research of Everett Rogers regarding diffusion of innovations, characteristics of innovations, and adopter categories. How does the adoption process in Asia differ from the
Explain the self-reference criterion. Go to the library and find examples of product failures that might have been avoided through the application of the SRC.
What is the difference between a low-context culture and a high-context culture? Give an example of a country that is an example of each type and provide evidence for your answer.
What are some of the elements that make up culture? How do these find expression in your native culture?
Will Europe adopt the tax competition and labor market reforms suggested as appropriate in the age of global markets?
Will the current trade dispute between Europe and the U.S. over export taxes grow into a real trade war of ever-increasing sanctions or will trade liberalization return to the agenda?
President Gutierrez must find a way to balance the imperatives of economic development while maintaining a social safety net and preserving Ecuador's unique natural resources. What course of action
What steps should policymakers in Ecuador and other countries take to further decrease the production of crops that supply the drug trade?
What market opportunities does Ecuador offer?
Some critics have argued that Cuba is more deserving of diplomatic and trade relations with the United States than Vietnam is. What are some of the factors behind this argument?1.Do you agree with
If Shih decides to relaunch the Acer brand in the United States, what strategy do you recommend? Should he focus on the consumer market? Or should he target corporate users?1. Assess the market
Shih cites McDonald's as a source for many of his business ideas. If, in turn, managers at Legend were to learn from Acer's successes and mistakes, what would those lessons be?
Identify a regional economic organization or agreement in each of the following areas: Latin America, Asia-Pacific, Western Europe, Central Europe, the Middle East, and Africa.1. How does the "global
Describe the similarities and differences between a free trade area, a customs union, a com- mon market, and an economic union. Give an example of each.
Explain the role of the World Trade Organization.
The big emerging markets (BEMS) discussed in this chapter are frequently in the news. Choose one of the countries to follow during the semester; keep a journal with notes or pasted-up articles from
A friend is distressed to learn that America's merchandise trade deficit hit a record $549 billion in 2003. You want to cheer your friend up by demonstrating that the trade picture is not as bleak as
A manufacturer of satellite dishes is assessing the world market potential for his products. He asks you if he should consider developing countries as potential markets. How would you advise him?
Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMS are ranked. What does the result tell you in terms of the relevance of the index to global marketers?
What is a Big Emerging Market (BEM)? Identify the BEMS according to their respective stages of economic development.
Explain the difference between market capitalism, centrally planned capitalism, centrally planned socialism, and market socialism. Give an example of a country that illustrates each type of system.
What, in your view, are the key principles of marketing? List your principles (no more than six), and explain their importance to marketing success.
Hermawan Kartajaya is an Asian marketer. Do his 18 Guiding Principles apply in your country? Is marketing a universal discipline? Do the marketing concepts, tools, and methods that are used in a home
What do you think of The 18 Guiding Principles of the Marketing Company? How do these principles compare to the marketing concepts and principles that you learned in your basic marketing course or
At the end of 2003, McDonald's announced it was selling the Donatos Pizza unit. In light of this decision,
Assess the market potential for Acer's new lines, including children's computers, "information appliances," and video game players.1. Identify the key elements in McDonald's global marketing
How would you classify Acer in terms of the stages of development described in Chapter 1
Define leverage and explain the different types of leverage utilized by companies with global operations.
Identify and briefly describe some of the forces that have resulted in increased global inte- gration and the growing importance of global marketing.
Describe the difference between ethnocentric, polycentric, regiocentric, and geocentric man- agement orientations.
How do the global marketing strategies of Harley-Davidson and Toyota differ?
Describe some of the global marketing strate- gies available to companies. Give examples of companies that use the different strategies.
What is meant by "global localization"? Is Coca- Cola a global product? Explain.
=+• How can qualitative and quantitative factors be balanced to produce a sound marketing dashboard for Digitel?
=+• What are the key dimensions of marketing metrics?
=+• What do you understand by the term ‘marketing metrics’?
=+• What general tools are available to help Digitel monitor and improve its marketing activities?
=+• How can Digitel build a creative marketing organisation to develop and sustain its reputation for developing and delivering highly valued offerings to its target customers?
=+• What are the key trends in marketing practice? How should social responsibility feature in Digitel’s marketing operations?
=+• What decisions will need to be taken to ensure that the sales force is informed and managed effectively?
=+• How can Digitel’s exploit direct marketing and digital marketing activities such as viral marketing, mobile phone advertising and interactive TV advertising to boost sales?
=+• What is the best way to thematically integrate Digitel’s advertising and sales promotion activities?
=+• Which communication tools would you use to boost sales of the Digitel 1000 PDA six months after launch?
=+• How can Digitel use the eight major modes of the communications mix to best advantage?
=+• What communications objectives are required for Digitel’s new PDA launch?
=+• What role should technology play in the development and functioning of a successful service environment?
=+• How should Digitel manage staff and customers to support the service process?
=+• What service process design blueprint will customers need in support of the launch of Digitel’s new PDA?

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