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He asks you if he should consider developing countries as potential markets. How would you advise him?
As the global marketing manager for Coca-Cola, how would you monitor reactions around the world to a major competitor such as Pepsi?
Which screening criteria would you recommend for Land Rover’s future market (country) selection after they have been taken over by Tata Motors?
Identify and briefly describe some of the forces that have resulted in increased global integration and the growing importance of global marketing.
A company’s global marketing strategy (GMS) is a crucial competitive tool. Describe some of the global marketing strategies available to companies.
The strategy also addresses key markets that Burberry will participate in, as well as the integration and coordination of marketing activities.
Define leverage and explain the different types of leverage available to companies with global operations.
There’s a saying in the business world that “nothing fails like success.” You read about some of Gap’s recent problems.
Do you think government officials in developing countries such as Russia, China, and India welcome McDonald’s?
Acer is now the world’s second-largest PC company, behind Hewlett-Packard. How can it sustain its growth?
Why are Brazil, Russia, India, and China (BRIC) highlighted? Identify the current stage of economic development for each BRIC nation.
The seven criteria for describing a nation’s economy introduced at the beginning of this chapter can be combined in a number of different ways.
The Heritage Foundation’s Index of Economic Freedom is not the only ranking that assesses countries in terms of successful economic policies.
Explain why internationalization is an ongoing process in constant need of evaluation.
What were the most important change agents in the internationalization of Haier?
What is meant by ‘change agents’ in global marketing? Give examples of different types of change agent.
How can an SME compensate for its lack of resources and expertise in global marketing when trying to enter export markets?
Background Originally Bubba Gump Shrimp Co. (hereafter abbreviated to Bubba Gump) started out in 1972 with the launch of Rusti Pelican.
Appraise the popularity of Cross-Industry Standard Process for Data Mining (CRISP-DM), and evaluate its methodology.
How did neural networks help save lives in the mining industry?
Do you think in-the-job-training will work in a situation such as the one described?
Does hsbc's most recent campaign resonate with its target audience why or why not?
How does the utility curve differ for risk seekers and risk avoiders? Are you familiar with one of these types?
Using the Gap Model, identify the service gaps you noticed in your local grocery store. How might the store close those gaps?
You are hired by a career consulting firm that promises to market new graduates to high-paying employers.