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What would be the advantage of a PPM approach versus keeping a written diary of television shows you watched and ads you saw?
It’s a fact that many marketers tend to overrely on click-through rates—basically the mere number of pages a visitor to a Web site lands.
Some marketers attempt to disguise themselves as marketing researchers when their real intent is to sell something to the consumer.
Are you willing to divulge personal information to marketing researchers? How much are you willing to tell, or where would you draw the line?
When most people think of successful marketing, internal firm culture doesn’t immediately come to mind as a contributing factor.
Time magazine named it the Invention of the Year. Experts and consumers alike called it “revolutionary.” Introduced in June 2007.
Explain what world trade means. What is the role of the WTO and economic communities in encouraging free trade? What is protectionism?
Explain how GDP, the categories of economic development, and the business cycle influence marketers’ decisions in entering global markets.
Explain the types of competition marketers face: discretionary income competition, product competition, and brand competition.
What aspects of the political and legal environment influence a firm’s decision to enter a foreign market?
Describe the four levels of involvement that are options for a firm: exporting, contractual agreements, strategic alliances, and direct investment.
What are the arguments for localization? What are some ways a firm can standardize or localize its marketing mix?
Tide laundry detergent, McDonald’s food, and Dell computers are very different U.S. products that are marketed globally.
Think about how a firm’s offering in the product category would need to differ for least developed countries, developing countries, and developed countries.
Consider the pros and cons of localization and standardization of marketing strategies. Are the advantages and disadvantages different for different products?
Assume you are the director of marketing for a firm that produces refrigerators and other home appliances.
Ethnocentrism is the tendency for individuals to prefer products or people of one’s own culture.
Assume that you are a marketing director for a firm that is interested in the global market potential for a chain of coffee shops in Italy, Brazil, and India.
Many countries practice protectionism in order to protect their domestic industries. But do you know what protectionist policies and regulations.
What do you think? Develop a list of possible metrics that firms might use to measure their success in these new developing markets.
Do you think U.S. firms should be allowed to use bribes to compete in countries where bribery is an accepted and legal form of doing business? Why or why not?
Some countries have been critical of the exporting of American culture by U.S. businesses. What about American culture might be objectionable?
What elements do you find in common across the three examples? Which Code of Ethics do you think is the most effective overall, and why?
For further research (groups): Consumer-generated value is one of the big marketing stories today.
Ethics Have you ever pirated software? How about music? Is it ethical to give or receive software instead of paying for it?