Exam 20: Developing a Global Vision

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 did 3M and CNS enter?

Japanese consumers have experienced more than a decade of recession and deflationary pressures.What would this condition most likely impact for Japanese consumers?

McDonald's used expertise developed in Brazil's inflationary environment to deal with the economic environment in Russia when it exhibited similar inflationary tendencies.Which of McDonald's strategies would this experience have most strongly influenced?

Describe a multinational corporation (MNC).Name two MNCs you are familiar with.

Explain the following statement: "The Internet economy is being restrained by the old bricks-and-mortar rules,regulations,and habits."

Arista-Buvez,Inc.manufactures a specialized fish food designed to enhance the natural colouration of tropical fish.The product is exported to 27 countries.Arista-Buvez wants to convey similar messages to its target market in each country and has a small promotional budget.To ensure the company fully meets the needs of all global markets,Arista-Buvez's most logical choice is to develop a new and unique promotional campaign for each country.

A multinational company that makes a labour-intensive product realizes that factors such as median age,gender,and literacy rates will determine the success of its global expansion.What is the term that identifies the makeup of countries?

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?

What are individuals and organizations utilizing a global vision to effectively market goods and services across national boundaries engaged in?

Why is developing a global vision important for firms in Canada?

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. -Some companies find it possible to create a successful global marketing mix strategy through an altered communication strategy.Which of the following is an example of such a strategy?

Malaysia supplied India with palm oil (from six state-owned companies)worth $121 million in exchange for a contract awarded to the Indian Railway Construction International Company.It will lay 31.5 kilometres of tracks in the southern Malaysian state of Johor.Which of the following will give India palm oil and Malaysia new rail lines?

Canada is the only country that actively engages in global marketing.

Licensing agreements reduce the risk for manufacturers and sometimes even remove the requirement for a manufacturer to produce its own product.

The Canadian magazine industry accused U.S.magazine publishers selling the magazines in Canada at a lower price than in the United States.What is the name for this practice?

In a newspaper release,Corning,Inc.announced it had received a favourable ruling from China's Ministry of Commerce on allegations that it was selling its fibre more cheaply in China than in other countries.What was Corning falsely accused of?

What is a limit on the amount of a specific product that can enter a country?

What takes place when a foreign company produces goods to specification set by a domestic company,with the domestic firm's brand name affixed to the goods?

What is a market grouping? Describe the best-known market grouping.

Currency markets operate under a system in which the prices of different currencies move up or down based on the demand for and supply of each currency.What is this practice called?