1. Most companies would prefer to remain domestic if their domestic market were large enough. Yet several factors are drawing more and more companies into the international arena. Discuss these factors and provide specific examples. Are there any downsides (dangers, costs, etc) to expanding beyond the domestic market?
2. What is the role of television as an advertising medium? What are the relative advantages and disadvantages of television relative to other types of advertising media?
3. Price skimming and penetration pricing are strategies that are commonly used for pricing new products. Which pricing strategy is more appropriate for the following products and why? For each product, suggest and discuss one potential pricing objective.
- High frequency flights between Houston and Dallas.
- Smart TVs.
- Season tickets for a newly franchised NBA basketball team.
4. Explain, with examples, the country-of-origin effect. In your opinion, does change of "country ownership" have an effect on the product perceptions and attitudes? (For example, think of IBM's PC business being acquired by the China-based Lenovo.)
5. Reynold's, a supermarket chain, carries the K-Nine range of dog food manufactured by JGB. However, the chain does not interact directly with JGB, but obtains stocks from wholesalers.
It has been suggested that Reynold's save costs by sourcing products directly from JGB. Mal, the CEO of the Reynold's, insists that wholesalers are the most hassle-free option for Reynold's. What are some arguments that Mal can use to justify this view?