Exam 5: Developing a Global Vision

Assume that you are the promotions manager for a lingerie company that has decided to market its product line in Brazil,Mexico,Italy,France,and Japan.Your company wishes to use a global marketing standardization strategy.In general terms,explain how your company would advertise in these different countries.

When IKEA,the Swedish home furnishings retailer,first entered the Japanese market,it failed.It was more successful in its second try because it was aware of the need to adapt its furnishings to fit the smaller Japanese homes.It success on its second foray into Japan was based on its ability to give the Japanese consumer what he or she needed without abandoning its product strategy.IKEA had to adopt a _____ strategy.

Global marketing standardization presumes that the markets throughout the world are becoming more alike.

Yellow Tail lacked an integrated market communication message.

Sawyer Components manufactures high-cost,customized roller parts for paper mills and is expanding into China because of the opportunity for significant growth in this developing country.The owner uses effective global strategies and is aware of threats from foreign competitors.This illustrates that the owner has a global:

Yellow Tail finally perform some crisis management and withdraw its sponsorship from HSUS.This suggests the winemaker does not engage in __________.

Which method of entering the global marketplace would be LEAST risky?

Wataniya Mobile Wataniya Mobile is offering cellular service in the Palestinian territories.It is only the second cell phone carrier in the region and is significant because it is owned by foreign companies and investors like the Qatari royal family and the Palestine Investment Fund.The new service is aimed at increasing cell phone penetration,which is only 35 percent,in this economically challenged area.It has not been easy for Wataniya,though.It took two years to gain the required license from Israel,which controls the Palestinian territories' airwaves and bandwidth required for the service.Even though Wataniya is allowed bandwidth,it has only received 3.8 megahertz of bandwidth from Israel,which is not enough for it to offer 3G mobile services that enable Web browsing and e-mail. -Refer to Wataniya Mobile.Israel and the Palestinian territories have vastly different religious beliefs and are frequently at war.The differences between these two are attributed to which environmental factor?

The G-20 has reached agreement regarding policies for all of the following EXCEPT:

Kit Kat The popular Kit Kat chocolate bar was created by Rowntree's,a confectionary company in the United Kingdom,in 1935.By the 1940s,Rowntree's was exporting Kit Kats to Australia,New Zealand,South Africa,and Canada.The brand further expanded in the 1970s when Rowntree created a new distribution factory in Germany to meet European demand,and established agreements to distribute the brand in the USA and Japan,through the Hershey and Fujiya companies respectively.In June 1988,Nestlé acquired Kit Kat through the purchase of Rowntree's,giving Nestlé global control over the brand-except in North America,where it is made under license by the Hershey Company.Variants in the traditional chocolate bar began to appear in the mid-1990s and have continued to develop ever since.Kit Kat Japan,in particular,has many unique flavors such as mango-flavored,cucumber,and wasabi Kit Kats.Today,Nestlé produces Kit Kat bars in 21 countries and has expanded its marketplace in Japan,Russia,Turkey,and South America,in addition to markets throughout Europe. -Refer to Kit Kat.Nestlé has utilized a global vision in marketing Kit Kat bars throughout the world.The company realizes different countries require different strategies but that effective global marketing is a key to success.Nestlé is practicing:

Simplifying design and lowering other costs is still a viable way to penetrate the lowest level of the economic pyramid in emerging markets.

A(n)_____ is a limit on the amount of a specific product that can enter a country.

Since 1953,the United States has limited the amount of raw peanuts that can be imported to 1.7 million pounds a year.This is only about one-tenth of 1 percent of all domestic edible peanut consumption in the United States.This limitation is an example of a(n):

The YouTube uploads provided both product placement and reason for crisis management.

Define and describe exporting.Briefly describe the three types of export intermediaries.

The Uruguay Round of trade negotiations dramatically increased trade barriers worldwide.

Kit Kat The popular Kit Kat chocolate bar was created by Rowntree's,a confectionary company in the United Kingdom,in 1935.By the 1940s,Rowntree's was exporting Kit Kats to Australia,New Zealand,South Africa,and Canada.The brand further expanded in the 1970s when Rowntree created a new distribution factory in Germany to meet European demand,and established agreements to distribute the brand in the USA and Japan,through the Hershey and Fujiya companies respectively.In June 1988,Nestlé acquired Kit Kat through the purchase of Rowntree's,giving Nestlé global control over the brand-except in North America,where it is made under license by the Hershey Company.Variants in the traditional chocolate bar began to appear in the mid-1990s and have continued to develop ever since.Kit Kat Japan,in particular,has many unique flavors such as mango-flavored,cucumber,and wasabi Kit Kats.Today,Nestlé produces Kit Kat bars in 21 countries and has expanded its marketplace in Japan,Russia,Turkey,and South America,in addition to markets throughout Europe. -Refer to Kit Kat.Variants to the traditional chocolate Kit Kats are sold in various markets around the world.In Japan,for example,you can purchase a cheese or lemon-vinegar Kit Kat.Which strategy is Nestlé using?

Which list correctly ranks the methods of entering the global marketplace in increasing order of risk?

According to the text,which of the following is an example of a product strategy that would be appropriate for a global marketing company to implement?

Why would it have been difficult or even impossible for Yellow Tail to leverage its support of HSUS?