Developing a Global Vision through Marketing Rearch Essay Questions
100. (p. 216) Give the traditional definition for marketing rearch.
Marketing rearch is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information uful in marketing decision making.
四六级官网报名网站101. (p. 216) Discuss the differences between traditional marketing rearch and international marketing rearch. Although the rearch process and methods are basically the same in traditional marketing rearch and international marketing rearch, international marketing rearch involves two additional complications. First, information must be communicated across cultural boundaries. Second, the environments within which the rearch tools are applied are often different in foreign markets.
102. (p. 217) International marketers often collect forms of information not normally collected by domestic marketing rearchers. Unisys Corporation gives some guidance as to what forms of information need to be collected in the international environment. List and briefly discuss each of the five types of information suggested by the Unisys Corporation model.
The five types of information are: (a) economic, (b) cultural, sociological, and political climate, (c) overview of market conditions, (d) summary of the technological environment, and (e) competitive situation. See page 217 for a discussion of each of the types.
103. (p. 218 and major ction titles for the six) List and briefly characterize the six steps in the rearch process.
The steps are: (a) define the rearch problem and establish rearch objectives, (b) determine the sources of information to fulfill the rearch objectives, (c) consider the costs and benefits of the rearch effort, (d) gather the relevant data from condary or primary sources, or both, (e) analyze, interpret, and summarize the results, and (f) effectively communicate the results to decision makers. Summaries of the steps can be found in the major ctions describing each of the six steps.
104. (p. 220-223) There are four major problems with using condary data in international marketing rearch. What are the four major problems? Briefly, characterize each problem.
儿童潜能培训The four major problems are: (a) availability of data, (b) reliability of data, (c) comparability of data, and (d) validating condary data. For a brief summary e each of the ction titles of the four problem areas.safeway
105. (p. 223) As a practical matter, the international marketing rearcher should ask four questions to effectively judge the reliability (validating condary data) of condary data sources. List tho four questions.
The four questions are: (a) Who collected the data? Would there be any reason for purpoly misreprenting the facts? (b) For what purpos were the data collected? (c) How were the data collected? (methodology) (d) Are the data internally consistent and logical in light of known data sources or market factors?
106. (p. 223-225) Demonstrate the difference between quantitative and qualitative rearch.
In quantitative rearch, usually a large number of respondents are asked to reply either verbally or in writing to structured questions using a specific respon format or to lect a respon from a t of choices. Questions are designed to obtain specific respons regarding aspects of the respondents' behavior, intentions, attitudes, motives, and demographic
characteristics. In qualitative rearch, if questions are asked they are almost always open-ended or in-depth, and unstructured respons that reflect the person's thoughts and feelings on the subject are sought.
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107. (p. 229) Discuss the differences between back translation and parallel translation in international marketing rearch. In back translation the questionnaire is translated from one language to another, and then a cond party translates it back into the original. This process pinpoints misinterpretations and misunderstandings before they reach the public. Back translations may not always ensure an accurate translation becau of commonly ud idioms in both languages. Parallel translation is ud to overcome this problem. In this process, more than two translators are ud for the back translation; the results are compared, differences discusd, and the most appropriate translation lected.
108. (p. 232) It has been suggested that there are at least ven different us for the Internet in international rearch. Assume that you are a marketing director for Ty Beanie Babies and are interested in expanding your company's phenomenal growth into Asia. What are the ven us suggested in the text and which of the ven would you propo to u to accomplish your objective?
The ven us are (a) online surveys and buyer panels, (b) online focus groups, (c) Web visitor tracking, (d) advertising measurement, (e) customer identification systems, (f) e-mail marketing lists, and (g) embedded rearch. The students could make a ca for any or all of the above, therefore, t
he intent of the question is to get the students to first list and then creatively think about options. Discussion of the ven us may be found on page 232. If the instructor would like to place additional suggestions or parameters on the question, be sure to do so before assigning the question to students.
109. (p. 239, Exhibit 8.3) The text suggests four kinds of company-agency-customer relationships for managing the cultural barrier in international marketing rearch. Describe or characterize each of the kinds of relationships and designate which one(s) are better suited for managing the cultural barrier across the chain of communication.
The four options are: Option A (company--agency--customers); Option B (company--agency--local agency--customers); Option C (company--subsidiary--agency--customers); and, Option D (company--foreign agency--customers). The text suggests that Options B and C are best for managing the cultural barrier.
Global Marketing Management: Planning and Organization Essay Questions
101. (p. 310-312) Briefly, explain the benefits of global marketing.
太空舞步教程When large market gments can be identified, economies of scale in production and marketing can be important competitive advantages of global companies. Other benefits include: (a) a transfer of experience and know-how across countries through improved coordination and integration of marketing activities, (b) ensures access to the toughest customers, and (c) diversity of markets rved carries with it additional financial benefits.
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102. (p. 311-313) Demonstrate the differences among corporate, strategic, and tactical planning.
Corporate planning is esntially long term, incorporating generalized goals for the enterpri as a whole. Strategic planning is conducted at the highest levels of management and deals with products, capital, and rearch, and long- and short-term goals of the company. Tactical planning pertains to specific actions and to the allocation of resources ud to implement strategic planning goals in specific markets. Tactical plans are made at the local level and address marketing and advertising questions.
103. (p. 315, Exhibit 11.1) List and briefly characterize the four phas of the international planning process.
The four phas are: (a) Pha 1--Preliminary analysis and screening (matching company/country n
eeds); (b) Pha 2--Adapting the marketing mix to target markets; (c) Pha 3--Developing the marketing plan; and, (d) Pha 4--Implementation and control.
104. (p. 319, Exhibit 11.2) A company has four different modes of foreign market entry from which to lect. List and briefly characterize each of the modes.
The modes are exporting, contractual agreements, strategic alliances, and direct foreign investment. Brief characterizations may be found on page 319 in Exhibit 11.2. More detailed descriptions of each mode may be found in the associated ctions found on pages 318-330.
105. (p. 32-322) Describe the two basic contractual agreements that most companies follow in their attempt to enter a foreign market.
Contractual agreements generally involve the transfer of technology, process, trademarks, or human skills. The two basic forms of contractual agreements are licensing and franchising. Licensing is associated with patent rights, trademark rights, and the rights to u technological process in foreign markets. It is a favorite strategy for small and medium-sized companies. Franchising involves offering a standard package of products, systems, and management rvices.
106. (p. 323-324) What is a strategic international alliance (SIA)?
A SIA is a business relationship established by two or more companies to cooperate out of mutual need and to share risk in achieving a common objective. SIAs are sought as a way to shore up weakness and increa competitive strengths.
107. (p. 325-328) Explain the differences between a joint venture and consortia.
研究生面试英语自我介绍A joint venture is differentiated from other types of strategic alliances or collaborative relationships in that a joint venture is a partnership of two or more participating companies that join forces to create a parate legal entity. Consortia are similar to joint ventures but have two distinguishing characteristics: (a) they typically involve a large number of participants and (b) they frequently operate in a country or market in which none of the participants is currently active.
108. (p. 328-329) You have just been hired as a consultant by Apple Computer to advi them on how to enter the South African market. You have decided that direct foreign investment would be the best mode for Apple to follow at this point in time. Write a one-paragraph memo that outlines the benefits of direct foreign investment in a country.
Companies that manufacture locally can capitalize on low-cost labor, avoid high import taxes, reduce the high cost of transportation to market, gain access to raw materials, and gain advantages by bein
g perceived as making an investment in the market (as a way to gain entry).
109. (p. 331, Exhibit 11.4) With respect to organizational structures ud in international marketing, companies are usually structured around one of three alternatives. Assuming that you were a consultant for AT&T who desired to create an organization that was able to merge your organization's experti and skills with that of Sony's cell phone division so that your new joint venture could enter the Scandinavian market, which of the organizational structure alternatives would make most n? Comment on why the structure might be a good one to u.
The three structures are product, geographic, and a matrix approach. Students could lect any of the three options, however, the text suggests that the matrix form is preferable in today's market place. A matrix structure permits management to respond to the conflicts that ari between functional activity, product, and geography. Since the new venture will be a joint venture, the matrix structure might allow both of the companies to bring parate experti to the table. Since a matrix structure encourages sharing of experience, resources, experti, technology, and information, it em to be a natural in this situation.
skilletProducts and Services for Consumers Essay Questions
107. (p. 337) Discuss the two dimensions of quality.
The two dimensions of quality are market-perceived quality and performance quality. Simply, one dimension deals with how consumers believe the company, product, or rvice matches to expectations of quality. The other dimension, which can be measured, deals with how the product, company, or rvice actually performs.
108. (p. 339) Describe the process called product homologation.
Product homologation is ud to describe the changes mandated by local product and rvice standards. A product may have to change in a number of ways to meet the physical or mandatory requirements of a new market.
109. (p. 344-347) Everett Rogers notes that four crucial elements impact the diffusion of new ideas. What are tho elements?
The elements are (a) an innovation, (b) which is communicated through certain channels, (c) over time, and (d) among the members of a social system.
110. (p. 350, Exhibit 12.1) Draw and correctly label the product component model shown in the text.
The model is shown on page 350 (e Exhibit 12.1). Students should include the core, packaging, and support rvices components and the sub-parts of each for full credit.
111. (p. 353-355) Consumer rvices are distinguished by four unique characteristics. List and characterize each of the four unique characteristics.
法航447The characteristics are (a) intangibility--rvices cannot be touched, (b) inparability--the rvice cannot be parated from its consumption, (c) heterogeneous--it is individually produced and is thus virtually unique, and (d) perishability--once created it cannot be stored but must be consumed simultaneously with its creation.
112. (p. 356-358) Consumer rvices face four kinds of barriers as the rvices are prented to the global market. What are the barriers?
The barriers are (a) protectionism, (b) controls on transborder data flows, (c) protection of intellectual property, and (d) cultural requirements for adaptation.
113. (p. 358-359, Exhibit 12.2) A successful brand is the most valuable resource a company has. Comment on why this is true and create an example to illustrate.
Using the material on pages 358-359 and including Exhibit 12.2, students should be able to make a ca for the value of a brand. To summarize, the brand name encompass the years of advertising, good will, quality evaluation, product experience, and other beneficial attributes the market associates with the product. Students may u whatever example they wish, however, it still needs to be appropriate to the material above.
114. (p. 363-364) Assuming that you were a new marketing manager for Nike and that your first task was to launch a renewed effort to gain market share in Europe, an Adidas stronghold. Describe the impact that the country-of-origin effect might have on your chances of success.
The country-of-origin effect can be defined as any influence that the country of manufacture, asmbly, or design has on a consumer's positive or negative perception of a product. Students could discuss stereotypes in the example, mention the difficulties that the U.S. has had with France, the general opinion of American-made products, Nike's publicity as a sweatshop broker, or how a home-bad rival such as Adidas might react to Nike. If you, as an instructor, would like to t additional parameters for this question, plea do so before the exam.
International Marketing Channels Essay Questions
101. (p. 396) Characterize a distribution process.
A distribution process includes the physical handling and distribution of goods, the passage of ownership (title), and the buying and lling negotiations between producers and middlemen and between middlemen and customers.
102. (p. 397) The Japane distribution system has four distinguishing characteristics. What are the characteristics?
The characteristics are (a) a structure dominated by many small middlemen dealing with many small retailers, (b) channel control by manufacturers, (c) a business philosophy shaped by a unique culture, and (d) laws that protect the foundation of the system--the small retailer.
103. (p. 399) How does a manufacturer attempt to control the distribution channel?
The manufacturer attempts to control the distribution channel through (a) inventory financing, (b) cumulative rebates, (c) merchandi returns, and (d) promotional support.
104. (p. 404) Discuss the impact of the trend from traditional to modern channel structures.
The impact of the trends will change traditional distribution and marketing systems. While retailing revolution remains in flux, new retailing and middle-men systems will be invented, and established companies will experiment, eking ways to maintain their competitive edge. Moreover, it is becoming more dangerous to think of competitors in terms of individual companies—in international business generally, and distribution systems particularly, a networks perspective is increasingly required. That is, firms must be understood in the context of the commercial networks of which they are a part. The changes will resonate throughout the distribution chain before new concepts are established and the system stabilizes.
105. (p. 408) Characterize the difference(s) between agent middlemen and merchant middlemen.
disturbing
The primary difference is that agent middlemen do not take title to the goods they process and the merchant middleman does. Additionally, the merchant middleman normally performs more work tasks that are often general in nature whereas the agent middleman may be more of a specialist.
