1. Outline the basic steps of the marketing research process.

2. What is the difference between existing, latent, and incipient demand? How might these differences affect the design of a marketing research project?

3. Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?

4. Smoking is on the decline in high-income countries where the combination of higher life expectancy, edu- cation, income, and legal action has created a power- ful antismoking campaign. Global tobacco companies are shifting their focus from high-income to emerging markets where the combination of rising income and the absence of antismoking campaigns is leading to ever-increasing demand for cigarettes. Is this shift in focus by the global tobacco companies ethical? What, if anything, should residents in high-income countries about the rise in smoking in emerging markets?

5. What are the three alternative approaches to global pricing? Which one would you recommend to a com- pany that has global market aspirations?

6. If you were responsible for marketing computed axial tomography (CAT) scanners worldwide and your sourcing country (location of manufacture) was ex- periencing a strong and appreciating currency against almost all other world currencies, what options are available for adjusting prices to take into account the strong currency situation?

7. Compare and contrast the typical channel structures for consumer products and industrial products.