1. What is an undifferentiated strategy? Under what conditions is it most useful? Describe a present market situation in which a company is using an undifferentiated strategy (Do not use a food or beverage example). Is the business successful? Why or why not?
2. What is market segmentation? Describe the basic conditions required for effective segmentation. Identify several firms that use market segmentation.
3. List the differences between concentrated and differentiated strategies, and describe the advantages and disadvantages of each.
4. Identify and describe four major categories of variables that can be used to segment consumer markets. Give examples of product markets that are segmented by variables in each category.
5. What dimensions are used to segment business markets?
6. How does international marketing differ from domestic marketing?
7. What factors must marketers consider as they decide whether to engage in international marketing?
8. If you were asked to provide a small tip (or bribe) to have a document approved in a foreign nation where this practice is customary, what would you do?
9. What should marketers consider as they decide whether to license or enter into a joint venture in a foreign nation?
10. Contrast globalization with customization of marketing strategies. Is one practice better than the other? Explain.