1) A company that is ethnocentric in its approach to PR will not extend home-country
PR activities into host countries.
2) Coca-Cola had to delay launching its Powerade sports drink in Europe due to the
lack of uniform food safety laws in the European Union.
3) When Barack Obama was sworn in as the president of the United States, he inherited
a situation that had confounded his predecessors for half a century. America’s complex
relationship with Cuba illustrates the impact the political, legal, and regulatory
environments can have on international trade and global marketing activities.
4) The lack of employment as seen in the recent times is indicative of the fact that
manufacturing is in decline.
5) Ads that strike viewers in some countries as humorous or irritating may not
necessarily be perceived that way by viewers in other countries.
6) According to the top brand rankings, Microsoft is the world’s most valuable brand.
7) Sales promotion programs can be designed to target consumers as well as distributors
and retailers.
8) Red Bull energy drink manufacturer, Dietrich Mateschitz, hired a market research
firm to assess the market potential for the drink. In the tests, consumers reacted
negatively to the taste, the logo, and the brand name. The company ignored the research
completely.
9) Market research should focus on finding out how a potential customer can be
changed into an actual customer.
10) Building rapport and trust with customers is part of a sales representative’s
relationship strategy.
11) “Greenfield investment” is a phrase sometimes used interchangeably with the
phrase “licensing agreement.”
12) Saudi Arabia, a major oil-producing nation, posted current-account deficits since
they must import most of the goods and services.
13) Whenever a new product interacts with human, mechanical, or chemical elements,
there is the potential for a surprising and unexpected incompatibility.
14) To establish ownership of a written, recorded, performed, or filmed creative work, it
is necessary to apply for and be granted a patent.
15) Companies may find that the upfront easy money obtained from licensing turns out
to be a very expensive source of revenue.
16) Maytag has been called “the Rolls-Royce of washers and dryers,” and it can be said
that it
has achieved a competitive advantage by means of differentiation.
17) A key issue in global organization is how to achieve balance between autonomy and
integration.
18) To win sales in important markets such as China, global companies can face
demands for offsets even when transactions do not involve military procurement.
19) In a low-income country, free samples are likely to be a more effective promotional
tool than coupons or on-pack premiums.