Question 1

Companies such as Dell, Nortel, and The Body Shop, follow the waterfall approach to expansion. Explain this and the other approach at their disposal.

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Question 2

The owners of a small B.C. orchard feel that their fruit would be appreciated the world over and would like to introduce them to as many countries as possible. What conditions would indicate this marketer should enter fewer countries?

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Question 3

List some of the risks your company must weigh before making a decision to "go abroad."

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Question 4

Hofstede identifies four cultural differences, his first being "individualism versus collectivism." Briefly explain how this could affect the communications strategy of a brand that is closely associated with independence and a free spirit.

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Question 5

How has Quaker Oats used forward invention to adapt products and communications for a foreign market?

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Question 6

Regional Free Trade Zones have intensified in recent years. Name three of the most prominent trade organizations in existence today, as well as specific marketers who are benefiting from the agreements.

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Question 7

How do multinationals, such as ECom and Gucci, try to prevent grey markets?

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Question 8

In Japan, Mister Donut's coffee cup is smaller and lighter to fit the hand of the average Japanese consumer. This is an example of product adaptation to meet local conditions or preferences. What version of its product has Mr. Donut adapted for Japan?

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Question 9

Starbucks Coffee, Tea and Spices opened its first store in Seattle in 1971. Now Starbucks has over 15 000 outlets worldwide. Why have so many marketers, such as Starbucks, embraced global marketing?

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Question 10

General Motors has invested billions of dollars in auto manufacturers around the world, such as Shanghai GM, Fiat Auto Holdings, and Fuji Heavy Industries. What form of foreign involvement does this represent. Briefly describe its advantages.

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Question 11

An Ontario winery has plans to expand distribution beyond Canada. Explain how this firm must move through the internationalization process's four stages.

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Question 12

If you were the marketing manager for small regional toy manufacturer who is considering exporting how would you describe the major decisions to be made prior to embarking on the international scale.

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Question 13

Coca-Cola might want to charge 75 cents for Coke everywhere in the world, but this would mean quite different profit rates. Define price escalation and explain how it impacts Coke's pricing strategy.

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Question 14

General Foods introduced its standard powdered Jell-O in the British market only to find that British consumers prefer the solid wafer form. Define straight extension discussing its advantages and disadvantages.

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Question 15

Define the grey market and how it may affect the global marketing of branded products such as Adidas shoes and Dell computers.

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Question 16

Many Canadian firms will feel they have a psychic proximity to countries such as the United States, England, and Australia. Define psychic proximity and why is it important for companies exporting?

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Question 17

Hallmark cards failed when they were introduced in France. How could an adapted marketing program have helped to make Hallmark more successful in this foreign market.?

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Question 18

Sluggish demand and reluctance to may higher prices makes selling in emerging markets difficult. What did IKEA do to compete in China's challenging pricing market?

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Question 19

Compare these two terms: global industry and global firm. Provide an example of an existing marketer to fit the description of global firm, and state in which global industry they compete.

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Question 20

Because of the price escalation problem, what are the choices available to companies, like Coca-cola and Gucci, when setting prices?

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Quiz 21: Tapping into Global Markets