Deck 13: Global Marketing Strategy and Implementation

Question 1

In the selection of expatriate managers for overseas assignments very few firms include the expatriate's family as a consideration in the selection process, preferring to focus only on the expatriate.

Answer 1

True

Question 2

Local firms with firm specific assets that are not transferable across national borders and are in industries with low pressure to globalize should sell out to a global player or become part of a global alliance. This is referred to as a(n) ________________ strategy.
(a) Extender
(b) Contender
(c) Dodger
(d) Defender

Answer 2

C

Question 3

What is meant by the term 'global mindset'?

Answer 3

Not Answer

Question 4

Identify two considerations in the selection of expatriate managers for overseas assignments and explain why they are important.

Question 5

Firms may organize in various ways for global market expansion. A _______________ organization results when two organizational structures are combined resulting in dual reporting relationships.
(a) Product
(b) Matrix
(c) Functional
(d) Geographic

Question 6

What is global account management (GAM)? Identify two benefits of GAM for the global marketing firm.

Question 7

In the selection of expatriate managers for overseas assignments the ratio of home-country nationals to host-country and third-country nationals may be a consideration.

Question 8

Local firms with firm specific assets that are transferable across national borders and are in industries with low pressure to globalize should expand into overseas markets that are similar to their home markets. This is referred to as a(n) ________________ strategy.
(a) Extender
(b) Contender
(c) Dodger
(d) Defender

Question 9

While there is no agreement on what constitutes a global marketing strategy several perspectives are recognized as important. Which of the following (if any) is an important perspective in the formulation of a global marketing strategy?
(a) The standardization perspective
(b) The configuration and coordination perspective
(c) The integration perspective
(d) All of the above
(e) None of the above

Question 10

What is a horizontal network organization structure? In such a structure what is the role of the subsidiary manager?

Question 11

In the selection of a country market focus various countries may be grouped according to segmentation criteria such as income, population size and language. While useful this approach may lead to greater risk for the firm. To address this problem some firms opt to use a deliberate strategy of ________________.
(a) Country diversification
(b) SBU consolidation
(c) Secondary screening
(d) Fine grained screening
(e) Cross subsidization

Question 12

According to the 7S framework in order for firms to be successful in hypercompetitive markets they need develop two capabilities: ___________ and _______________.
(a) Speed, surprise
(b) Speed, stakeholder satisfaction
(c) Surprise, sequential thrusts
(d) Strength, soothsaying

Question 13

If a firm's competence lies in the manufacture of unique products and it targets a narrow range of market segments it is said to be pursuing a _________________ strategy.
(a) Cost focus
(b) Cost leadership
(c) Focussed differentiation
(d) Differentiation

Question 14

If a firm's competence lies in low cost manufacturing and it targets a narrow range of market segments it is said to be pursuing a _________________ strategy.
(a) Cost focus
(b) Cost leadership
(c) Focussed differentiation
(d) Differentiation

Question 15

Why are controls important in the implementation of global marketing strategy? Distinguish between feed-forward, concurrent and feedback controls.