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Are there differences in customer satisfaction among industries? Explain why or why not. AACSB: Written and Oral Communication.
Find another country’s CSI and compare its results to those in the UKCSI. Are UK consumers more or less satisfied than consumers in the other country?
What is Zappos’ value proposition? How does it relate to its market offering? How does Zappos build long-term customer relationships?
When implementing customer relationship management, why might a business desire fewer customers over more customers?
What is a SWOT analysis? How is this analysis useful in developing and implementing marketing strategies? (AACSB: Written and Oral Communication).
Define each of the four Ps. What insights might a firm gain by considering the four Cs rather than the four Ps? (AACSB: Written and Oral Communication)
Discuss the four marketing management functions. (AACSB: Written and Oral Communication)
Debate whether these new features in game consoles are enough to survive against the growth of smartphone and tablet apps that offer free.
Some believe that social marketing is primarily effective only for bigger companies with the time and capacity to manage and update their media content.
Discuss trends impacting marketing and the implications of these trends on how marketers deliver value to customers. (AACSB: Written and Oral Communication).
What is consumer-generated marketing? Describe examples of both invited and uninvited consumer exchanges. (AACSB: Written and Oral Communication)
What is marketing myopia, and how can it be avoided? (AACSB: Written and Oral Communication; Reflective Thinking).
What cultural barriers would the Japanese managers from Toto meet when negotiating with American managers from building societies.
Dunkin’ Donuts wants to get a better market position in Europe, and set up a meeting in London with potential franchisees from different European.
Should expatriate personnel be used? What are some of the difficulties they may encounter overseas? What can be done to minimize these problems?
Mars Inc. is a diversified multifunctional company whose primary products include foods, petcare, confectionery, electronics and drinks.
What effect do the corporate income tax rates in the countries where McDonald’s operates have on the income statements prepared in local offices?
Identify appropriate organizational structures for managing international product development. Discuss key features of the structure(s) suggested.
What key internal/external factors influence the organizational structure? Can you think of additional factors? Explain.
Discuss to what degree the choice of organizational structure is essentially a choice between headquarters centralization and local autonomy.
Performance reviews of subsidiary managers and personnel are required rarely, if at all, by headquarters. Why?
Explain how the multinational firm may have an advantage over local firms in training the sales force and evaluating its performance.
Identify and discuss problems associated with assessing advertising effectiveness in foreign markets.
How is the Morgan’s international communication strategy different from mainstream mass-produced cars?
How can an eventual sponsorship be integrated into the total marketing plan for HH clothes in the US market?