117) Unilever discovered that people in emerging economies could not afford to buy standard
sizes of toothpaste or shampoo, so Unilever started selling single-serve packets at very low
prices. Later, Unilever discovered that the same approach worked in the United States and started
also selling them there. This is an example of
A) reverse innovation.
B) glocalization.
C) ethnic sensitivity.
D) promotional flex.
E) unethical marketing practices.
118) Core Publishing Company learned that when selling overseas, local fulfillment can be more
cost-effective, and it also can decrease delivery time and improve customer service. This is an
example of a global ________ strategy.
A) communication
B) product
C) promotion
D) distribution
E) pricing
119) In China, state control of media is high, so companies are challenged to find ways to get
their message to customers. This demonstrates one of the difficulties in crafting a global
________ strategy.
A) communication
B) product
C) cultural
D) distribution
E) pricing
120) China has three main languages, and many more dialects. This presents a particular
challenge to developing a global ________ strategy.
A) communication
B) product
C) cultural
D) distribution
E) pricing
121) It seems that you cannot pick up a newspaper without reading about globalization. What
fundamental changes are contributing to the growth of global markets?
122) You have been asked to evaluate the economic potential of a new global market. What
economic measures would you use? Explain each measure.
123) Assume you are advising the Nepalese government about trade policies. What options does
the government have? Which would you recommend to stimulate the domestic economy?
124) What are Geert Hofstede’s six cultural dimensions concepts? What is the value of his
cultural dimensions concept to global marketers?
125) What kinds of sociocultural concerns are raised in international marketing that go beyond
promotion and advertising?
126) You have been hired to pursue international marketing for a small manufacturing firm. The
owner, who is reaching retirement age, does not like to take on risky business ventures. Her son,
though, likes to take risks; he feels it’s a good way to earn a greater return. What entry strategy
would the owner want to pursue, and what entry strategy would the son want to pursue? How
might you resolve the differences?
127) Gerald is assessing global entry strategies for his gourmet sandwich business. He does not
have significant capital for expansion and does not want to take a lot of risk. He is also willing to
limit his control of international stores. What are his global entry options? Given his situation
and priorities, which option is most logical? Why?
128) How could a marketer adapt a product to appeal to international markets? Give a specific
example.
129) There are many arguments and reasons for adapting communications strategies in
international markets. What are some reasons for adopting a single, global communications
strategy?
130) You have been asked to evaluate the economic potential of Gabon as a market for your
company’s products. What three categories of economic factors will you assess?
131) What does purchasing power parity mean?
132) Why is a country’s infrastructure an important consideration to global marketers?
133) How do tariffs affect markets?
134) When and why do many American firms begin their global expansion efforts by exporting?
135) What is the difference between a strategic alliance and a joint venture?
136) What are the pros and cons of a franchising agreement for global expansion?
137) Once a company has decided to sell in a foreign country, it must determine the best mode of
entry. List each mode of market entry and give an example for each.
138) Once a company has decided to pursue a global market, it will explore the four Ps. List the
potential global product strategies a firm can employ.
139) What would it mean if Oreo adopted a glocalization strategy for global sales of its cookies?
140) The text states that even among English speakers, there can be significant differences in the
effectiveness of advertising campaigns. Why is this true?
141) Explain the concept of reverse innovation by giving an example of this practice.
142) In what three ways are global segmentation, targeting, and positioning more complicated
than domestic STP?
143) What are the risks associated with global franchising?
144) How is the retail landscape in India changing?
145) Brazil has a high power distance score on Hofstede’s cultural dimensions graph. What does
this mean to someone looking to market a product in that country?
146) Netflix has initiated a staged approach to going global, entering one or two international
markets at a time, in an attempt to ensure that its positioning and offers align with each market’s
demands and regulations. Discuss some of the challenges the company faced with this strategy.
147) What are the five major trade agreements that cover two-thirds of the world’s international
trade?
148) Describe the process of exchange control, and explain how it affects a country’s ability to
conduct global business.
149) What is the difference between a trade deficit and a trade surplus? If a firm wants to
manufacture in another country, which of these trade situations would it prefer?
150) Briefly describe the four key elements of a country’s infrastructure that would concern
marketers.