Exam 20: Developing a Global Vision

What is franchising a form of?

Head and Shoulders shampoo advertises its dandruff control shampoo worldwide using the same "boy meets girl" ad campaign,no matter where it wants to market its product.Which strategy is this an example of?

The pricing component of the marketing mix presents some unique problems and challenges in global marketing.Name and discuss three pricing considerations unique to global marketing.

A firm that produces standardized products to be sold the same way all over the world uses which of the following?

U.S.wine producers only export about 14 percent of their total annual production of wine.They would like to sell more to overseas markets,but do not want to tailor their wines to consumers' palates.For example,Californian wines are typically heartier and richer than Europeans like to drink. -To enter the Thailand market,Toyota developed the Sohana model.This vehicle is specifically designed to withstand the driving habits and weather conditions in Thailand.It was designed to meet the vehicular needs of the average Thai driver.Which of the marketing mix strategies did Toyota use?

Vast differences in natural resources created international dependence and huge shifts of wealth.

Wave surfboards are produced in Australia and sold in both Australia and in the United States.The price set for the United States for the surfboards is below the price charged for them in Australia.This price discrimination practice is an example of dumping.

To enter the Hungarian market,Ernst & Young,an international accounting company,purchased an existing accounting firm.How did Ernst & Young enter the Hungarian market?

A cooperative of egg producers believes a profitable market for eggs exists overseas where people are not as concerned about cholesterol.What will the cooperative most likely use if it decides to export?

With which of the following does a domestic firm assume an equity position (partial ownership)in a foreign firm to manufacture and/or market the domestic company's goods?

Vast differences in natural resources create all of the following EXCEPT which of these?

U.S.wine producers only export about 14 percent of their total annual production of wine.They would like to sell more to overseas markets,but do not want to tailor their wines to consumers' palates.For example,Californian wines are typically heartier and richer than Europeans like to drink. -There are two components to teaching a class about using the Internet-the content that is being taught and the context in which the content is being taught.Open-ended,participative workshops don't work as well in cultures such as Japan and Holland where people feel threatened by uncertain or unknown factors.Motivational techniques that work well in individualistic cultures (like Canada)are guaranteed to alienate collective cultures (like India).Group assessment techniques that work well in cultures such as Britain and Sweden could be disastrous where learners expect to be strongly directed,such as in Greece and Italy.What will a company marketing international Internet classes need to use when designing the context of its courses?

What are negotiations (such as GATT or NAFTA)between countries that are made to stimulate global exchange and remove barriers?

GATT,NAFTA,and the EU are all examples of market groupings.

CNS,Inc.is the manufacturer of Breathe Right nasal strips,a spring-loaded adhesive device that can be stuck on your nose to open up the nasal passages.Since their introduction,Breathe Right strips have been used by athletes hoping to improve their performance through increased oxygen flow,snorers hoping for a sound night's sleep,and allergy and cold sufferers looking for relief from their stuffed noses.Because CNS is a small company,it initially had trouble promoting its product.Then San Francisco 49er Jerry Rice started regularly wearing one,and U.S.sales took off.Today,Breathe Right strips are marketed in more than 40 countries.When CNS decided to expand globally,its size made it look for a partner.It chose 3M because 3M already had a global market distribution system and because the Breathe Right strips complemented the 3M first-aid product line. -Refer to Breathe Right.What is 3M an example of?

What is the legal process whereby a firm agrees to let another firm use its manufacturing process,trademarks,patents,trade secrets,or other proprietary knowledge in return for a fee or royalty?

The Czech Republic began producing pilsner beer in 1846 and is proud of its brewing heritage.To further its global marketing strategy,Nomura Securities,a Japanese investment company,purchased the two largest breweries in the nation.What is this an example of?

Leuwin & Thomason is a British manufacturer of washing machines.It wants to make its products more readily available in the United States and Canada.The company feels it is important to retain strict quality control over its production processes and wants its global expansion to yield a high return.Which method should Leuwin & Thomason choose to enter the global marketplace?

Traditionally,marketing-oriented multinational corporations have operated differently in each country,with segmentation strategies that provided different marketing mixes.Today,there has been a trend toward global marketing standardization.What is global marketing standardization? Can companies truly follow the basic premise of the global marketing standardization concept?

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