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Volkswagen: The Assignment Volkswagen executives acknowledge that if they are to triple the number of vehicles sold in the United States.
What is the connection, if any, between national competitive advantage and company competitive advantage? Explain.
Give an example of a company that illustrates each of the four generic strategies that can lead to competitive advantage.
Outline Porter’s five forces model of industry competition. How are the various barriers to entry relevant to global marketing?
How does a firm know if it is gaining or losing competitive advantage? Cite a global company and its source of competitive advantage.
If marketers “think local and act local,” what are some of the new products and services that are likely to emerge from Africa in the next few years?
Which pricing model do you think is the best for music downloads, iTunes Store’s “pay-per-track” or Rhapsody’s subscription service?
Review the key products and services that have emerged during the digital revolution. What are some new products and services that are not mentioned?
What is the innovator’s dilemma? What is the difference between a sustaining technology and a disruptive technology?
Briefly review the key innovations that culminated in the digital revolution. What is the basic technological process that made the revolution possible?
What impression do you think the sales manager made on the purchasing manager?
Marketing an Industrial Product in Latin America Management at a large manufacturer located in the Mexican state of Nuevo León.
The acquisition vaulted China’s top computer company into third place among the world’s PC marketers, behind Dell and Hewlett-Packard.
Do you think that the corporate and national pavilions at Expo 2010 represent money well spent in terms of return on investment?
How does management’s orientation (e.g., ethnocentric, polycentric, or regiocentric) correlate with decisions about sales force nationality?
Why are infomercials, sponsorship, and product placement growing in importance for global marketers?
Procter & Gamble (P&G) has a “golden store” program in Mexico and other emerging markets.
Identify the six steps in the strategic/consultative selling model and the outlined six-step presentation plan.
Briefly review how the main tools of sales promotion (e.g., sampling and couponing) can be used in global markets.
Scotch Whisky in China: A Taste of the Good Life Scotch whisky is a textbook example of a global product.
Some industry observers think that BP should not have spent money on print and TV ads to reassure the American public. Do you agree or disagree?
What can advertisers do to cope with media limitations in certain countries?
When creating advertising for world markets, what are some of the issues that art directors and copywriters should take into account?
In what ways can global brands and global advertising campaigns benefit a company?
Compare and contrast the three categories of innovation discussed in the chapter. Which type of innovation do flat-panel widescreen HDTVs represent? The iPad?