国际市场营销课后答案international marketing plan essay question
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international marketing plan
Developing a Global Vision through Marketing Research
Essay Questions
100. (p. 216) Give the traditional definition for marketing research.
Marketing research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.
101. (p. 216) Discuss the differences between traditional marketing research and international marketing research. Although the research processes and methods are basically the same in traditional marketing research and international marketing research, international marketing research involves two additional complications. First, information must be communicated across cultural boundaries. Second, the environments within which the research 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 researchers. 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 section titles for the six) List and briefly characterize the six steps in the research process.
The steps are: (a) define the research problem and establish research objectives, (b) determine the sources of information to fulfill the research objectives, (c) consider the costs and benefits of the research effort, (d) gather the relevant data from secondary 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 sections describing each of the six steps.
104. (p. 220-223) There are four major problems with using secondary data in international marketing research. What are these four major problems? Briefly, characterize each problem.
The four major problems are: (a) availability of data, (b) reliability of data, (c) comparability of data, and (d) validating secondary data. For a brief summary see each of the section titles of the four problem areas.
105. (p. 223) As a practical matter, the international marketing researcher should ask four questions to effectively judge the reliability (validating secondary data) of secondary data sources. List those four questions.
The four questions are: (a) Who collected the data? Would there be any reason for purposely misrepresenting the facts? (b) For what purposes 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 research.
In quantitative research, usually a large number of respondents are asked to reply either verbally or in writing to structured questions using a specific response format or to select a response from a set of choices. Questions are designed to obtain specific responses regarding aspects of the respondents' behavior, intentions, attitudes, motives, and demographic
international marketing plan
characteristics. In qualitative research, if questions are asked they are almost always open-ended or in-depth, and unstructured responses that reflect the person's thoughts and feelings on the subject are sought.
107. (p. 229) Discuss the differences between back translation and parallel translation in international marketing research. In back translation the questionnaire is translated from one language to another, and then a second 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 because of commonly used idioms in both languages. Parallel translation is used to overcome this problem. In this process, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.
108. (p. 232) It has been suggested that there are at least seven different uses for the Internet in international research.
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 seven uses suggested in the text and which of the seven would you propose to use to accomplish your objective?
The seven uses 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 research. The students could make a case for any or all of the above, therefore, the intent of the question is to get the students to first list and then
creatively think about options. Discussion of the seven uses 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 research. Describe or characterize each of these 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.
When large market segments 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 served carries with it additional financial benefits.
102. (p. 311-313) Demonstrate the differences among corporate, strategic, and tactical planning.
Corporate planning is essentially long term, incorporating generalized goals for the enterprise as a whole. Strategic planning is conducted at the highest levels of management and deals with products, capital, and research, and long- and short-term goals of the company. Tactical planning pertains to specific actions and to the allocation of resources used to implement strategic planning goals in specific markets. Tactical plans are made at the local level and address marketing and advertising questions.
international marketing plan
103. (p. 315, Exhibit 11.1) List and briefly characterize the four phases of the international planning process.
The four phases are: (a) Phase 1--Preliminary analysis and screening (matching company/country needs); (b) Phase 2--Adapting the marketing mix to target markets; (c) Phase 3--Developing the marketing plan; and, (d) Phase 4--
Implementation and control.
104. (p. 319, Exhibit 11.2) A company has four different modes of foreign market entry from which to select. List and briefly characterize each of these 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 sections 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, processes, 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 use technological processes 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 services.
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 weaknesses and increase competitive strengths.
107. (p. 325-328) Explain the differences between a joint venture and consortia.
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 separate 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 advise 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 being 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 used 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 expertise 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 sense? Comment on why the structure might be a good one to use.
international marketing plan
The three structures are product, geographic, and a matrix approach. Students could select 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 arise 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 separate expertise to the table. Since a matrix
structure encourages sharing of experience, resources, expertise, technology, and information, it seem to be a natural in this situation.
Products 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 service matches to expectations of quality. The other dimension, which can be measured, deals with how the product, company, or service actually performs.
108. (p. 339) Describe the process called product homologation.
Product homologation is used to describe the changes mandated by local product and service 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 those 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 (see Exhibit 12.1). Students should include the core, packaging, and support services components and the sub-parts of each for full credit.
111. (p. 353-355) Consumer services are distinguished by four unique characteristics. List and characterize each of these four unique characteristics.
The characteristics are (a) intangibility--services cannot be touched, (b) inseparability--the service cannot be separated 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 services face four kinds of barriers as these services are presented to the global market. What are these 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.
international marketing plan
Using the material on pages 358-359 and including Exhibit 12.2, students should be able to make a case for the value of a brand. To summarize, the brand name encompasses the years of advertising, good will, quality evaluation, product
experience, and other beneficial attributes the market associates with the product. Students may use 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, assembly, 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-based rival such as Adidas might react to Nike. If you, as an instructor, would like to set additional parameters for this question, please 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 selling negotiations between producers and middlemen and between middlemen and customers.
102. (p. 397) The Japanese distribution system has four distinguishing characteristics. What are these 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) merchandise returns, and (d) promotional support.
104. (p. 404) Discuss the impact of the trend from traditional to modern channel structures.
The impact of these 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, seeking 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. These 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.
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.
international marketing plan
106. (p. 412) Steve Smith has been assigned the task of choosing a foreign market channel that would be most appropriate for his company. Assuming that his company was an automobile company and he wished to enter the Spanish market, list the four points that were identified in the text as starting places for making the channel selection decision. Be specific with your wording of the points.
The points are: (a) identify specific target markets within and across countries; (b) specify marketing goals in terms of
volume, market share, and profit margin requirements, (c) specify financial and personnel commitments to the development of international distribution, and (d) identify control, length of channels, terms of sale, and channel ownership.
107. (p. 419-421) Channel strategy is thought to have six specific strategic goals. If you were to list these goals for a strategic planner, what would be the six specific goals that the planner should consider?
The six Cs of channel strategy are: (a) cost, (b) capital, (c) control, (d) coverage, (e) character, and (f) continuity.
108. (p. 396-424) Name and briefly define/describe the five basic points involved in making channel decisions.
1. channel decisions - producer's choice of a distribution structure through which goods pass from producer to user. Every country market has a distribution structure through which goods pass form producer to user. This structure may have a variety of possible middlmen.
2. distribution patterns - the variety of possible distribution paths and distribution channel length through which a product may pass from producer to customer.
3. available alternative middlemen - the external middlemen from which specific intermediaries are selected. The middlemen become the means of building and developing the channels for international distribution.
4. factors affecting choice of channels - identifying target markets, specifying marketing goals, specifying financial and personnel needs, and identifying control, length of channels, terms of sales, and channel ownership.
5. locating, selecting, motivating, terminating, and controlling middlemen - the process of building international distribution requires as a first step locationg prospective middlemen. Selection involves determining which ones can perform
satisfactorily. Motivating middlemen may involve financial rewards, psychological rewards, communications, company support, and corporate report. Termination is the dismissal of middlemen that have not performed up to standard. Controlling middlemen involves control of the distribution network and includes middlemen meeting standards of performance to insure that product is flowing through desired middlemen.
Integrated Marketing Communications and International Advertising
Essay Questions
100. (p. 464) Describe the components of integrated marketing communications (IMC).
IMC are composed of advertising, sales promotions, trade shows, personal selling, direct selling, and public relations.
101. (p. 464) What are sales promotions?
Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middleman
effectiveness and cooperation.
102. (p. 465) Describe the role of public relations.
Creating good relationships with the popular press and other media to help companies communicate messages to their publics--customers, the general public, and government regulators--is the role of public relations.
international marketing plan
103. (p. 470-471) List the seven steps in creating an international advertising campaign.
The steps are: (a) perform marketing research, (b) specify the goals of the communication, (c) develop the most effective message(s) for the market segments selected, (d) select effective media, (e) compose and secure a budget, (f) execute the campaign, and (g) evaluate the campaign relative to the goals specified.
104. (p. 476) List and describe the steps (stages) in the international communication process.
The steps are (a) an information source, (b) encoding, (c) a message channel, (d) decoding, (e) receiver, (f) feedback, and (g) noise. See page 479 for details on each stage.
105. (p. 486-493)advertising: newspapers, magazines, radio, television, or direct mail.
See pages 486-493 for summaries of each of the mass media forms mentioned. If you wish to give additional instructions for answering this question or set question limits, please do so before assigning the question.
106. (p. 470-471) Assume that you are the communications manager for a company that is seeking to begin a
communications process with buyers in a foreign market. Take the steps in the international communications process, list them, and indicate which of the steps will probably present the greatest challenge with respect to communication.
The steps are: (a) perform marketing research, (b) specify the goals of the communication, (c) develop the most effective message(s) for the market segments selected, (d) select effective media, (e) compose and secure a budget, (f) execute the campaign, and (g) evaluate the campaign relative to the goals specified. Students should build a case for what they perceive to be the most challenging step. See pages 473 for additional aid.
107. (p. 491) Belinda is considering Internet advertising to support her company's international marketing campaign. She knows the Internet has some limitations as an advertising vehicle. What are the current limitations associated with Internet advertising?
In many markets the Internet is limited in its penetration of households. Also, there is competition among Internet marketers for Web surfers.
Pricing for International Markets
Essay Questions
100. (p. 529) Explain the process called parallel importing.
Parallel importing occurs when importers buy products from distributors in one country and sell them in another to
distributors who are not part of the manufacturer's regular distribution system. For more information and illustrations see page 531, Exhibit 18.1.
101. (p. 532) What is the difference between variable-cost pricing and full-cost pricing.
In variable-cost pricing, the firm is concerned only with the marginal or incremental cost of producing goods to be sold in overseas markets. In full-cost pricing, the philosophy insists that no unit of a similar product is different from any other unit in terms of cost and that each unit must bear its full share of the total fixed and variable cost.
international marketing plan
102. (p. 544) There are two distinct views of what constitutes dumping. Explain each of these views.
One approach classifies international shipments as dumped if the products are sold below their cost of production. The other approach characterizes dumping as selling goods in a foreign market below the price of the same goods in the home market.
103. (p. 545-549) List and briefly characterize the four forms of countertrade.
The four forms are (a) barter--the direct exchange of goods between two parties in a transaction, (b) compensation deal--involves payments in goods and cash, (c) counterpurchase--the seller agrees to sell a product at a set price to a buyer and receives payment in cash; however, a second contract stipulates that the original seller will in turn purchase a like amount of goods from the buyer (or a similar arrangement), and (d) product buy-back agreement--the seller may agree to accept partial payment in manufactured goods from the buyer or the seller can accept full payment in manufactured goods. For additional information and examples see pages 545-549.
104. (p. 549) What are the benefits of transfer pricing?
The benefits are (a) lowering duty costs by shipping goods into high-tariff countries at minimal transfer prices so that duty base and duty are low, (b) reducing income taxes in high-tax countries by overpricing goods transferred to units in such countries, and (c) facilitating dividend repatriation when dividend repatriation is curtailed by government policy.
105. (p. 542) A reasonable price for goods in the home market may more than double in the foreign market. How does channel length and transportation costs contribute to the price increase?
Channel length is determined by the number of middlemen. Middlemen may increase the price of goods to cover
transportation costs and to increase their margins; there is little opportunity for a manufacturer to control retail prices in a foreign country. In addition, transportation costs also contribute to the increase in product costs. Transportation costs include insurance, packing, handling, and shipping charges. Such costs are added to the price of goods to determine the landed cost which becomes the basis of import tariffs. These costs add to the inflation of the final price of goods.
106. (p. 551-553) Discuss the meaning of and nature of cartels. Are these groups beneficial or not? Create an example to illustrate your stance.
A cartel exists when various companies producing similar products or services work together to control markets for the types of goods and services they produce. The cartel association may use formal agreements to set prices, establish levels of production and sales for the participating companies, allocate territories, and even redistribute profits. The economic role of cartels is debatable, but their proponents argue that they eliminate cutthroat competition and rationalize business, permitting greater technical progress and lower prices to consumers. Many do not agree with this view. See the text on pages 551-553 for additional information and examples.
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