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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?
Identify several global brands. What are some of the reasons for the global success of the brands you chose?
What impact do you think the global economic downturn and credit crunch will have on a company like Suzlon?
Evaluate Smart USA’s social media strategy. What additional channels or tactics would you recommend?
What are the basic factors that affect price in any market? What considerations enter into the pricing decision?
What is dumping? Why was dumping such an important issue during the Uruguay Round of GATT negotiations?
What is a transfer price? Why is it an important issue for companies with foreign affiliates? Why did transfer pricing in Europe take on increased importance in
If you were responsible for marketing CAT scanners worldwide (average price, $1,200,000), and your country of manufacture.
What are the environmental implications of millions of middle-class consumers in emerging markets buying their first automobile?
LVMH and Luxury Goods Marketing LVMH Moët Hennessy-Louis Vuitton SA is the world’s largest marketer of luxury products and brands.
What factors influence the channel structures and strategies available to global marketers?
Compare and contrast the typical channel structures for consumer products and industrial products.
What special distribution challenges exist in Japan? What is the best way for a non-Japanese company to deal with these challenges?
Briefly discuss the global issues associated with physical distribution and transportation logistics.
Which of the market entry strategies identified in the chapter is Tesco using in the United States? Do you think this is the appropriate strategy?
In the long run, which company is more likely to win the global “coffee wars,” Starbucks or McDonald’s?
Which strategic options for market entry or expansion would a small company be likely to pursue? A large company?
In what ways does this form of market entry strategy differ from more traditional forms such as joint ventures?
What are the advantages and disadvantages of using licensing as a market entry tool? Give examples of companies from different countries.
Mikkel Jakobsen works as an export coordinator with Shipco Transport, a subsidiary of Scan-Group, a major European transportation company.