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Chapter 1: Introduction to Global Marketing Leaning Objectives • Summarize the evolution of marketing • Identify the three basic principles of marketing • Discuss global marketing practices and strategies • Discuss the growth of global market opportunities • Compare and […]

Suggested Answers to Discussion Questions 1. What are the basic goals of marketing? Are these goals relevant to global marketing? 2. What is meant by global localization? Is Coca-Cola a global product? Explain. The phrase “global localization” represents an attempt […]

Chapter 10: Product Decisions Learning Objectives • Explain basic product concepts • Discuss the general strategies for product positioning • Identify the factors that influence product saturation, design, and image • Describe five strategic alternative for global product positioning • […]

Suggested Answers to Discussion Questions 1. What is the difference between a product and a brand? A product can be defined as a collection of tangible and intangible attributes. The former include physical features, design attributes, and packaging. The chrome […]

Chapter 11: Pricing Decisions Learning Objectives • Discuss basic pricing concepts • Identify the environmental factors influencing price • Compare and contrast objectives and methods of global pricing strategies • Discuss the issues associate with gray marketing • Explain the […]

Suggested Answers to Discussion Questions 1. What are the three basic factors affecting price in any market? What considerations enter into the pricing decision? One factor is the price floor, which can be linked to product cost or some other […]

Chapter 12: Global Marketing Channels Learning Objectives • Discuss the development of global marketing channels and current distribution trends • Identify the factors that affect channel strategy decisions • Describe the characteristics of distribution channels • Describe the features of […]

Suggested Answers to Discussion Questions 1. In what ways can channel intermediaries create utility for buyers? The sidebar titled “A Case of Wine” contains several examples of the types of utility identified in the chapter. Place utility is created by […]

Chapter 13: Global Integrated Marketing Communications Learning Objectives • What is global integrated marketing communications? How does it differ from global advertising? • Explain the advantages and disadvantages of advertising standardization and localization • Discuss the global marketing methods and […]

Suggested Answers to Discussion Questions 1. In what ways can global brands and global advertising campaigns benefit a company? The potential benefits from global brands include economies of scale in both advertising and production and improved access to distribution channels. […]

Chapter 14: Global Organization and Leadership: Managing the Global Marketing Effort Learning Objectives • Identify the characteristics of great companies • Discuss global organizational design issues • Differentiate between the types of organizational structures • Describe the factors that affect […]

Suggested Answers to Discussion Questions 1. What is the difference between a great and an ordinary company? Perhaps the most fundamental difference is that great companies think differently. The ordinary company has a limited view of its purpose and mission: […]

Chapter 16: Global Corporate Social Responsibility and Environmental Sustainability Learning Objectives • Discuss the historical foundations of corporate social responsibility • Explain the shared value concept • Describe the six elements that characterize great companies • Discuss how environmental sustainability […]

Suggested Answers to Discussion Questions 1. What is the global marketer’s responsibility and relationship to corporate social and sustainability initiatives? Can global marketing as both a field of study and discipline be a leading voice for corporate social responsibility? If […]

Chapter 16: The Future of Global Marketing Learning Objectives • What are the major trends shaping the future of global marketing • Explain how globalization and global marketing is influenced by the growth of information technology • How will growth […]

Suggested Answers to Discussion Questions 1. Do you believe that economic democracy (free markets) will inevitably lead to political democracy? Why? Why not? As the poor countries grow richer, they assume that their values are responsible for their success, and […]

Chapter 2: The Global Economic Environment Learning Objectives • Summarize significant historical changes in the global economic environment • Identify trends in the world economy that affect global marketing decisions • Describe how economic measures of freedom help drive or […]

Suggested Answers to Discussion Questions 1. What are the stages of national market development, and what percentage of world income is found in each of the stages? Why is this information important to global marketers? 2. What are the major […]

Chapter 3: The Political, Legal, and Regulatory Environments of Global Marketing Learning Objectives • Describe how the political environment affects global marketing decisions • Discuss the functions of international law and the legal issues that affect global businesses • Explain […]

Suggested Answers to Discussion Questions 1. What is sovereignty? Why is it an important consideration in the political environment of global marketing? 2. The political risk scores for Taiwan and the United States were identical in June of 2011. Do […]

Chapter 4: Social and Cultural Environment Learning Objectives •Describe the components of culture and society that affect global marketing • Use Maslow’s hierarchy of needs to explain cultural universals • Compare and contrast cultural classification methods • Discuss methods for […]

Suggested Answers Discussion Questions 1. What is culture? Is there such a thing as a cultural universal or cultural universals? If your answer is affirmative, give an example of a cultural universal. If it is negative, explain why there is […]

Chapter 5: Global Customers Learning Objectives •Summarize the characteristics of the world’s major regional markets •Discuss marketing challenges and opportunities in low-income countries •Explain the significance of customer value in global marketing •Describe the three key concepts of diffusion theory […]

Suggested Answers Discussion Questions 1. What are the major characteristics of the world’s regional markets? 2. Which region is the fastest growing? Why The fastest growing region of the world is Asia-Pacific. Asia-Pacific, due to its enormous population size and […]

Chapter 6: Global Marketing Information Systems and Research Learning Objectives • Describe the purpose and components of global marketing information systems • Distinguish between the surveillance and search modes of scanning • Discuss the sources of market information • Explain […]

Suggested Answers to Discussion Questions 1. What is the major source of information for headquarters executives of global companies? 2. What are the different modes of information acquisition? Which is the most important for gathering strategic information? Different modes of […]

Chapter 7: Segmentation, Targeting and Positioning Learning Objectives • Understand the concepts of segmentation, targeting and positioning and their importance as global marketing tools • Describe the common attributes used to segment world markets • Identify the major criteria for […]

Suggested Answers to Discussion Questions 1. What is a global market segment? Pick a market that you know something about, and describe the global segments for this market. 2. Identify the major geographic and demographic segments in global markets. Geographic […]

Chapter 8: Global Entry and Expansion Strategies Learning Objectives • Identify the decision criteria for global market entry • Describe the process of selecting an export market • Compare and contrast global market entry methods • Discuss global market expansion […]

Suggested Answers to Discussion Questions 1. Why should a company consider expanding globally? The most basic answer to this question is: Making the decision to enter international markets is in the best interest of the company. 2. What are the […]

Chapter 9: Competitive Analysis and Strategy Learning Objectives • Define strategy • Describe the forces that influence industry competition • Discuss the causes and effects of global competition • Differentiate between broad market and narrow target strategies • Describe the […]

Suggested Answers to Discussion Questions 1. How can a company measure its competitive advantage? How does a firm know if it is gaining or losing competitive advantage? Competitive advantage is defined in Chapter 9 as arising from “a match between […]

Global Marketing Management, 8e (Keegan) Chapter 1 Introduction to Global Marketing 1) One difference between domestic marketing and global marketing is the scope of activities. Answer: TRUE AACSB: Analytical thinking Difficulty: Easy 2) Marketing discipline varies from one region to […]

Global Marketing Management, 8e (Keegan) Chapter 10 Product Decisions 1) A product could be a tangible object or an intangible service. Answer: TRUE AACSB: Analytical thinking Difficulty: Easy 2) Intangible product attributes do not play a significant role in global […]

Global Marketing Management, 8e (Keegan) Chapter 11 Pricing Decisions 1) Changing pricing policies will lead to direct cost implications immediately. Answer: FALSE AACSB: Analytical thinking Difficulty: Easy 2) Pricing below cost can be profitable in the long term. Answer: TRUE […]

Global Marketing Management, 8e (Keegan) Chapter 12 Global Marketing Channels 1) Distribution channels are composed of coordinated groups of individuals or firms that add utility to a product or service. Answer: TRUE AACSB: Analytical thinking Difficulty: Easy 2) Street vendors […]

Global Marketing Management, 8e (Keegan) Chapter 13 Global Integrated Marketing Communications 1) Direct marketing is an element of the promotion mix. Answer: TRUE AACSB: Analytical thinking Difficulty: Easy 2) The Internet is a critical component of integrated marketing communications. Answer: […]

Global Marketing Management, 8e (Keegan) Chapter 14 Global Organization and Leadership: Managing the Global Marketing Effort 1) Global business leaders must be capable of articulating a coherent global vision and strategy that integrates local responsiveness, global efficiency and leverage. Answer: […]

Global Marketing Management, 8e (Keegan) Chapter 15 Global Corporate Social Responsibility and Environmental Sustainability 1) The new idea in business and marketing is that profit can and should be aligned with creating economic and social value in any truly successful […]

Global Marketing Management, 8e (Keegan) Chapter 16 The Future of Global Marketing 1) Relocating production to low-wage countries is a viable strategy for sustainable competitive advantage. Answer: FALSE AACSB: Analytical thinking Difficulty: Easy 2) Value is a relationship between customer […]

Global Marketing Management, 8e (Keegan) Chapter 2 The Global Economic Environment 1) The macro dimensions of the environment are economic, social and cultural, political and legal, and technological. Answer: TRUE AACSB: Analytical thinking Difficulty: Easy 2) Economic growth remains concentrated […]

Global Marketing Management, 8e (Keegan) Chapter 3 The Political, Legal, and Regulatory Environments of Global Marketing 1) Political risk tends to be higher in developing countries compared to industrialized countries. Answer: TRUE AACSB: Analytical thinking Difficulty: Easy 2) Many companies […]

Global Marketing Management, 8e (Keegan) Chapter 4 The Global Cultural Environment 1) Cultural similarities provide a good basis for making relatively standardized marketing strategies. Answer: TRUE AACSB: Diverse and multicultural work environments Difficulty: Easy 2) Culture does not include unconscious […]

Global Marketing Management, 8e (Keegan) Chapter 5 Global Customers 1) Similarities exist among countries that are in the same stage of economic development. Answer: TRUE AACSB: Analytical thinking Difficulty: Easy 2) The World Bank classifies countries as: eastern, central, and […]

Global Marketing Management, 8e (Keegan) Chapter 6 Global Marketing Information Systems and Research 1) In high-income countries, the amount of information available far exceeds the absorptive capacity of an individual or an organization. Answer: TRUE AACSB: Analytical thinking Difficulty: Easy […]

Global Marketing Management, 8e (Keegan) Chapter 7 Segmentation, Targeting, and Positioning 1) A market segment is a subset of a larger market of people or organizations who will respond similarly to a marketing mix. Answer: TRUE AACSB: Analytical thinking Difficulty: […]

Global Marketing Management, 8e (Keegan) Chapter 8 Global Entry and Expansion Strategies 1) Before doing any business internationally, a company must look at the conditions in a potential country to analyze what the advantages, disadvantages, and costs will be and […]

Global Marketing Management, 8e (Keegan) Chapter 9 Competitive Analysis and Strategy 1) Competition works to drive down the rate of return on invested capital toward the rate that would be earned in a perfectly competitive industry. Answer: TRUE AACSB: Analytical […]